An analysis of the impact that advertising has on retail banking for Research Paper

An analysis of the impact that advertising has on retail banking for increasing the level of brand awareness; case study on Barclays bank,uk - Research Paper Example al., 2004). However, in this paper discussion will be made regarding the impact of advertisement in creating brand awareness of Barclays bank of the UK. Barclays is considered as one of the largest banks of the world having it’s headquarters in London. The bank operates in more than 50 countries consisting more than 48 million customers (Barclays 2015). It is therefore necessary for the bank to retain existing customers as well as attract new customers that would help in maximizing the amount of profit. Barclays bank has been spending millions of dollars on advertising in order to promote its brand to the public to create awareness (SAGE Publications, 2015). The advancements of technology have provided opportunity for the bank to use digital channels of advertising including social media and other online sources. Moreover, the bank also provides personalized products and services to the selected customer that helps in increasing brand value for the bank (WIPRO, 2013). Advertis ement is the most important tool that helps in an effective promotion of any brand as well as the popularity of the company also increases. Advertising through celebrities is also considered as one of the most effective means that may help in improving the brand equity, brand awareness as well as positive financial return (The New York Times Company, 2015; Olum, 2010). In this context, the focus of the paper is on Barclays Bank of the UK and advertising impact. The primary motive of any business establishment irrespective of whether it is a private or a public company is to maximize its profit through the sale of products and services. It is also essential for any business establishment to maximize the volume of sales that would help in covering various types of costs incurred during operating business. For this, it is necessary for the company to market their products and services in an effective manner considering the 4P’s of marketing that

Person Centred Care Essay Example for Free

Person Centred Care Essay Individuality- Being unique and not seeing a person with their illness. This is important to make someone feel like his/her own person. Rights- Each person is entitled to their rights and they should be respected. This is important to make sure that everyone is treated the same. Choice- Make sure you choose the right choice and give them the right choice of their carer. This is important so that a person is comfortable with their choice. Privacy- This is respecting another’s privacy. This is important because a person could get embarrassed if their privacy is not respected and have low self esteem Dignity- Make sure you respect someone’s dignity this is important so that they don’t feel embarrassed. Independence- Not doing everything for a person. This is important so that a person is able to do certain things for him/herself Respect- Recognising them as a person. Read more:Â  Evaluate the Use of Care Plans in Applying Person-Centred Values This is important so that a person is felt like they are being treated fairly no matter what their sex, age or religion is. Partnership- Working with an older person or a vulnerable adult this could be the health services, social services, education services, family, friends or even informal carers. You must be able to explain the best practice which requires social care workers to be able to work in person centred ways reference to the current legalisation such as the government papers and the codes of practice. You also must be able to explain how the individuals receive the best of care once they decide what they want and how they want it to be delivered. Consent in adult social care refers to the provision of approval or agreement, particularly and especially after thoughtful consideration. Social care workers must gain the consent of an individual so that they are able to help the individual out it is also because of legal implications, for example if someone is going to clean an individual they need permission to do so before they go ahead. A social care worker might gain the consent of an individual by verbally or written confirmation, by asking questions by giving the individual different choices. If a social care worker is unable to get consent due to the individual not being able to express themselves due to a mental illness or a lack of mental capacity or even because they are terminally ill then their consent may be obtained by asking their family or their next of kin.

Racial Profiling is Necessary Essay -- Race Racism Prejudice Essays

In order to understand racial profiling, it must first be correctly defined. Although different authors use different criteria for the term racial profiling, Merriam-Webster’s definition for the word racial is â€Å"of, relating to, or based on a race (Merriam-Webster, 2006; p.855).† The definition the dictionary puts forth for profiling is â€Å"the act of suspecting or targeting a person solely on the basis of observed characteristics or behavior (Merriam-Webster, 2006; p.830).† Based on these definitions, racial profiling could be defined for criminal justice purposes as targeting a person based solely on the characteristic of race. Most people, law enforcement officers included, would consider racial profiling based on this definition as ethically wrong. However, a case must be made for the use of profiling based on race in some circumstances. Critics claim that racial profiling has no place within the justice system because it targets minorities who are not necessarily doing anything illegal. They argue that the evidence that shows that racial profiling as a successful tool in the law enforcement arsenal is skewed, and that those targeted are actually less likely to perform illegal acts than others who are not targeted, because those who are not are less likely to get caught, while those who are targeted are much more likely to be caught in an illegal act, so they will perform less illegal activity. The evidence supporting racial profiling states that this argument is invalid because many illegal acts are cited as being done by minorities, specifically in terms of gang activity. Many people feel that racial profiling is ethically sound because in order to obtain a suspect, an officer must be looking for a person with certain chara... ...rian’s perspective and he believed that any profiling based on race is wrong (Fredrickson, 2002; p.166). Conclusion Based on these authors, as well as others, it can be effectively argued that racial profiling is not, in and of itself, an unethical practice. However, it must be used in a precise manner in order to be morally sound. This method includes using it as a tool in the investigative process and not before it has been determined that a crime has been committed. It must also be used in a specific way: to describe an individual suspect and not a group of people who are suspected of possibly committing one crime or another. The witness’s background and bias must be taken into account, and racial profiling must be done equally and without favor to one racial group. After these steps are taken into account, racial profiling cannot be considered unethical.

“Changes” by Tupac Shakur Essay

The song that I chose to analyze is â€Å"Changes† by Tupac Shakur. The late Tupac Shakur was an African American rapper who was shot dead years ago. His powerful lyrics have impacted the rap industry to this day, because he spoke the truth. His lyrics directly related to his everyday struggles, and how being a successful African American is not an easy task to achieve. Rap usually talks about events of everyday life, and the song â€Å"Changes† talks about racial profiling, poverty, and how racism affects the everyday life of African American people. Note that this song came out in about 1996 where things were different, however the lyrics of this song still ring in the ears of people who are affected by the evil of racism. The song starts off with the line â€Å"I see no changes†. The changes I believe he is referring are the changes that supposedly occurred after the Civil Rights Movement. My interpretation of what Tupac says is that, even though African American people are supposed to have more freedoms since the movement, he doesn’t see many changes at all. In the first stanza Tupac talks about how the police do not really care about the black man, and that no one is going to help them but themselves. They need to start looking out for each other instead of killing each other. He talks about how no one cares that drugs and guns are being brought into the lives of African Americans everyday, and that when they die its just â€Å"one less hungry mouth on the welfare†. The second stanza starts off with â€Å"I see no changes. All I see is racist faces.† This conveys the same thing I stated earlier. There are not many changes that have been made, and people are still just as racist as they were. He also talks about how the majority of the people in jail are blacks, but that is because they keep doing the things that are putting them there. They have no other way to get money, so they resort to selling drugs. He realizes that this is the reason African Americans are not succeeding but there is nothing else they can do. At the end of the stanza he states this clearly when he says â€Å"Well hey, well that’s the way it is.† In the final stanza, Tupac finally tries to convey that changes really do need to be made. He says â€Å"It’s time for us a people to start makin’ some  changes. Let’s change the way we eat, let’s change the way we live†¦Ã¢â‚¬  He is trying to tell the people of the African American community that there is hope. The way that his people have been trying to survive has not been working, so he say’s â€Å"You see the old way wasn’t working so it’s on us to dowhat we gotta do, to survive.† He then talks about how he wants peace in the streets. He then calls for a war on poverty, instead of on drugs. He lets the people know that if they do see a successful black man, they will be jealous, but if they get that money the right way the cops will not be able to do anything about it. He ends the song by saying, as long as he is black he is going to stay strapped, which means that no matter what he does he is going to have to prot ect himself in someway, because someone is always going to be out to get him because of the color of his skin.

Evidence-Based Policing Essay

The police work of fighting crime is not on easy tack and requires many strategies, techniques and skills. To find the way to a certain problem police use their evidences to conduct a research to try to solve it. By experimenting their ideas they can find out if the curtain approach to the problem does work or doesn’t. The one of the advantages of evidence-based policing is that it design to help fight crime. Evidence-based policing is design to find the best available solution to the problem and give other police officers in other reagents the information on how to deal with that problem. It creates certain rules and guidelines for the low enforcement agencies. There are defiantly some disadvantages to the evidence-based policing. One of them is usage of opinions, because evidence-based policing is strictly based on evidence it takes away importance of people involvement. If people can not express their opinion they lose interest and involvement. Another two disadvantages of evidence-based policing in mi opinion that police experiments are expensive and might take a long time to conduct. One of the examples that I was able to find on line is called The Flint Experiment. That experiment was conducted in 1977 and the goal of that experiment according to the National  Center for Community Policing was to decrease the amounts of criminal activities and to increase the citizen’s perception of personal safety. The process of that experiment consisted of police officers patrolling the streets and not only fighting crime but also involving themselves in a community programs. That act of involvement in the community has resulted in decrease of the crime rates by 8.7 percent. Another result of Evidence-Based Policing that experiment is that citizens has started to handling minor problems by themselves which resolved in less calls of the citizens to the police. That allowed police to concentrate on more major problems. The second experiment that I found is called Kansas City Gun Experiment. The goal of that experiment was to reduce crime by seizures of illegal guns. The result of the experiment has shown according to US Department of Justice crime in those areas was reduced by 69 percent which shows the effectiveness of the experiment. References National Center for Community Policing,The Impact of Foot Patrol on Black and White Perceptions of Policing .Robert C. Trojanowicz, Retrieved on January 27, 2010. From : http://www1.cj.msu.edu/~people/cp/impact.html Office of Justice Programs. Kansas City Gun Experiment — Kansas City, MO Retrieved on January 26, 2010. From:http://www.ojjdp.ncjrs.gov/pubs/ gun_violence/profile20.html Schmalleger, F. S. (2009). CRJ100: Criminal justice today: An introductory text for the 21stcentury (10th ed). Upper Saddle River, NJ: Pearson/Prentice Hall.

how to Order Mandarin Chinese in a Restaurant

how to Order Mandarin Chinese in a Restaurant When you are visiting China or Taiwan, you will have lots of opportunities to sample the local cuisine. Since food is a national passion, there are restaurants and food stalls almost everywhere. There are many different types of food available, from the various regional dishes of China to Korean, Japanese, and Western. Fast food outlets are in all major cities, and there are also upscale restaurants specializing in Western food - Italian seems to be the most popular. Restaurant Customs When you enter a restaurant, you will be asked how many people are in your party and will be shown to a table. If an English menu is not available, and you dont read Chinese, you will have to ask for help, either from the waiter or a Chinese friend. Most restaurants are open only during meal times - 11:30 to 1:00 for lunch and 5:30 to 7:00 for dinner. Snacks are available almost any time at coffee houses, tea shops, and street vendors. Meals are eaten relatively quickly, and it is customary to leave the restaurant as soon as everyone is finished. Usually, one person will pay for the whole group, so be sure to take your turn in paying for the meal. Tipping is not common in either Taiwan or China, and you usually pay for the meal at the cash register. Here are some phrases to help you order food in a restaurant. English Pinyin Traditional Characters Simplified Characters How many people are there? QÇ ngwà ¨n jÄ « wà ¨i? è «â€¹Ã¥â€¢ Ã¥ ¹ ¾Ã¤ ½ ? è ¯ ·Ã©â€" ®Ã¥â€¡  Ã¤ ½ ? There are ___ people (in our party). ___ wà ¨i. ___ ä ½ Ã¯ ½ ¡ ___ ä ½ Ã¯ ½ ¡ Smoking or non-smoking? ChÃ… uyÄ n ma? æŠ ½Ã§â€¦â„¢Ã¥â€"Ž? æŠ ½Ã§Æ'Ÿå â€"? Are you ready to order? KÄ›yÇ  diÇŽn ci le ma? Ã¥  ¯Ã¤ » ¥Ã© »Å¾Ã¨ Å"ä ºâ€ Ã¥â€"Ž? Ã¥  ¯Ã¤ » ¥Ã§â€š ¹Ã¨ Å"ä ºâ€ Ã¥ â€"? Yes, we are ready to order. WÇ’men yo diÇŽn ci. 我們è ¦ Ã© »Å¾Ã¨ Å"ï ½ ¡ 我ä » ¬Ã¨ ¦ Ã§â€š ¹Ã¨ Å"ï ½ ¡ Not yet, please give us a few more minutes. Hi mà ©i. Zi dÄ›ng yÄ «xi. é‚„æ ²â€™. å† Ã§ ­â€°Ã¤ ¸â‚¬Ã¤ ¸â€¹Ã¯ ½ ¡ è ¿ËœÃ¦ ² ¡. å† Ã§ ­â€°Ã¤ ¸â‚¬Ã¤ ¸â€¹Ã¯ ½ ¡ I would like .... WÇ’ yo ... . 我è ¦ ... 我è ¦ ... . I will have this. WÇ’ yo zhà ¨gà ¨. 我è ¦ Ã©â‚¬â„¢Ã¥â‚¬â€¹Ã¯ ½ ¡ 我è ¦ Ã¨ ¿â„¢Ã¤ ¸ ªÃ¯ ½ ¡ That is for me. Shà ¬ wÇ’de. æ˜ ¯Ã¦Ë†â€˜Ã§Å¡â€žÃ¯ ½ ¡ æ˜ ¯Ã¦Ë†â€˜Ã§Å¡â€žÃ¯ ½ ¡ This is not what I ordered. Zhà ¨ bà ºshà ¬ wÇ’ diÇŽn de. 這ä ¸ Ã¦Ëœ ¯Ã¦Ë†â€˜Ã© »Å¾Ã§Å¡â€žÃ¯ ½ ¡ è ¿â„¢Ã¤ ¸ Ã¦Ëœ ¯Ã¦Ë†â€˜Ã§â€š ¹Ã§Å¡â€žÃ¯ ½ ¡ Please bring us some.... QÇ ng zi gÄ›i wÇ’men ... . è «â€¹Ã¥â€  Ã§ µ ¦Ã¦Ë†â€˜Ã¥â‚¬â€˜...ï ½ ¡ è ¯ ·Ã¥â€  Ã§ »â„¢Ã¦Ë†â€˜Ã¤ » ¬...ï ½ ¡ Could I have the bill? QÇ ng gÄ›i wÇ’ zhngdÄ n. è «â€¹Ã§ µ ¦Ã¦Ë†â€˜Ã¥ ¸ ³Ã¥â€" ®Ã¯ ½ ¡ è ¯ ·Ã§ »â„¢Ã¦Ë†â€˜Ã¥ ¸ Ã¥ â€¢Ã¯ ½ ¡ How much is it? DuÃ… shÇŽo qin? Ã¥ ¤Å¡Ã¥ °â€˜Ã©Å' ¢? Ã¥ ¤Å¡Ã¥ °â€˜Ã©â€™ ±? Can I pay by credit card? WÇ’ kÄ›yÇ  yà ²ng xà ¬nyà ²ngkÇŽ ma? 我å  ¯Ã¤ » ¥Ã§â€ ¨Ã¤ ¿ ¡Ã§â€ ¨Ã¥  ¡Ã¥â€"Ž? 我å  ¯Ã¤ » ¥Ã§â€ ¨Ã¤ ¿ ¡Ã§â€ ¨Ã¥  ¡Ã¥ â€"? The bill is not right. ZhngdÄ n bà ¹duà ¬. Ã¥ ¸ ³Ã¥â€" ®Ã¤ ¸ Ã¥ ° Ã¯ ½ ¡ Ã¥ ¸ Ã¥ â€¢Ã¤ ¸ Ã¥ ¯ ¹Ã¯ ½ ¡

Free Essays on Blow to Psyce

One person has died after anthrax exposure, compared to more than 5,300 who perished in the hijacking attacks on New York and Washington. But whoever is behind the recent anthrax scares - and there is no known connection with the Sept. 11 attacks - is inducing confusion and psychological distress - a good definition of terrorism. In an ABCNEWS poll released Tuesday, 65 percent said they were worried about the anthrax situation, with a third saying they were worried a "great deal." And 54 percent said they were worried that they or a loved one might become infected. In waging psychological warfare, the bioterrorists are manipulating our fears by posing risks of unknown and potentially deadly consequences to a large population of Americans, even if the actual casualties are limited in number, says Stephen Cimbala, a terror expert and Penn State political scientist. "People are led to expect that disaster may strike randomly and regardless of their ability to prevent it or prepare for it," he said. "Creating this expectation of random vulnerability is the necessary condition for widespread hysteria." Also necessary for widespread panic is making the privileged feel as vulnerable as the lower rungs of society, Cimbala said. The pattern of anthrax incidents thus far meets these requirements. At some of the nation's most prominent news organizations, critical in setting the national tone, journalists are on edge with anthrax spores found in their offices and infecting at least four of their colleagues. And the nation's business has been disrupted to the highest levels, with the U.S. House of Representatives closing down for several days. The chairman of the congressional subcommittee that has studied anthrax for years acknowledges that terrorists appear to be winning another battle here, even if the results are not catastrophic. "This anthrax is not such a dramatic advance that we are in real danger yet," Rep. Christopher ... Free Essays on Blow to Psyce Free Essays on Blow to Psyce One person has died after anthrax exposure, compared to more than 5,300 who perished in the hijacking attacks on New York and Washington. But whoever is behind the recent anthrax scares - and there is no known connection with the Sept. 11 attacks - is inducing confusion and psychological distress - a good definition of terrorism. In an ABCNEWS poll released Tuesday, 65 percent said they were worried about the anthrax situation, with a third saying they were worried a "great deal." And 54 percent said they were worried that they or a loved one might become infected. In waging psychological warfare, the bioterrorists are manipulating our fears by posing risks of unknown and potentially deadly consequences to a large population of Americans, even if the actual casualties are limited in number, says Stephen Cimbala, a terror expert and Penn State political scientist. "People are led to expect that disaster may strike randomly and regardless of their ability to prevent it or prepare for it," he said. "Creating this expectation of random vulnerability is the necessary condition for widespread hysteria." Also necessary for widespread panic is making the privileged feel as vulnerable as the lower rungs of society, Cimbala said. The pattern of anthrax incidents thus far meets these requirements. At some of the nation's most prominent news organizations, critical in setting the national tone, journalists are on edge with anthrax spores found in their offices and infecting at least four of their colleagues. And the nation's business has been disrupted to the highest levels, with the U.S. House of Representatives closing down for several days. The chairman of the congressional subcommittee that has studied anthrax for years acknowledges that terrorists appear to be winning another battle here, even if the results are not catastrophic. "This anthrax is not such a dramatic advance that we are in real danger yet," Rep. Christopher ...

Women’s Rights in the 1930s in the United States

Women’s Rights in the 1930s in the United States In the 1930s, women’s equality was not as flashy an issue as in some previous and subsequent decades. But the decade did see slow and steady progress, even as new challenges- especially economic and cultural- could be seen as reversing the advances made in the first three decades of the 20th century. Context: Women in 1900–1929 Women in the first decades of the 20th century saw increased opportunity and public presence, including a strong role in union organizing; increasing availability of contraceptive information; winning voting rights; clothing styles and lifestyles that were more comfortable and less restrictive; and greater sexual freedom.  During World War I, many women who had been stay-at-home mothers and wives entered the work force. African American women were part of the cultural flowering of the Harlem Renaissance that followed World War II in some urban black communities, and were also fighting for more rights and beginning a long fight against lynching. Women activists agitated for more than the vote, which was finally won in 1920, but also for workplace fairness, minimum wages, and the abolition of child labor. 1930s- The Great Depression Minnesota Historical Society/Getty Images With the 1929 market crash and the onset of the Great Depression, the 1930s were quite different for women.  With fewer jobs available, employers generally preferred to give them to men, in the name of mens traditional role as family breadwinners. Fewer women were able to find jobs. The culture pendulum swung away from more freedom for women to portraying the domestic role as the proper and fulfilling role for women. At the same time as the economy lost jobs, some technologies like radio and telephones allowed for expanding job opportunities for women.  Because women were paid considerably less than men, often justified by the aforementioned male breadwinner role, these industries hired mostly women for many of the new jobs.  The growing film industry included many female stars, although many of the films seemed aimed at selling the idea of women’s place in the home. The new phenomenon of the airplane drew some elite women to become pilots trying to set records. Amelia Earhart’s career spanned the late 1920s through 1937 when she and her navigator were lost over the Pacific. Ruth Nichols, Anne Morrow Lindbergh, and Beryl Markham are among the women who earned honors for their aviation skills. The New Deal When Franklin D. Roosevelt was elected president in 1932, he brought to the White House a different kind of first lady in Eleanor Roosevelt.  She took a more active role in the role than previous first ladies because of her assertive, capable, and active personality- she had been active as a settlement house worker before her marriage- but also because she needed to provide extra help for her husband, because of the limiting effects of his polio.  So Eleanor was a very visible part of the administration, and the circle of women around her became more important than they might have been with a different president and first lady. Under Presidents Roosevelts influence, a 1938 key women’s rights and labor rights decision by the Supreme Court, West Coast Hotel Co. v. Parrish, found that minimum wage legislation was constitutional. Women in Government and the Workplace Arrival of American Mission in Rotterdam on board SS Noordam for the Peace Congress at the Hague. Jane Adams is in the center. Bettmann/Getty Images   Women’s work for women’s rights in the 1930s was less dramatic and widespread than in the earlier suffrage battles or the later so-called second-wave feminism of the 1960s and 1970s.  Still, some very prominent women effected big changes through government organizations. Florence Kelley, active in the first three decades of the century, was a mentor to many of the women who were activists in the 1930s.  She died in 1932.Frances Perkins became the first woman cabinet official, when she was appointed to be Secretary of Labor by Franklin D. Roosevelt in his first year in office. She served until 1945.  Called The Woman Behind the New Deal,  she was a major force behind the creation of the social safety net that included unemployment insurance, minimum wage laws, and the Social Security system.Molly Dewson worked with refugees during World War I and then went to work to gain minimum wage laws for women and children and to limit working hours for women and children to a 48 hour week.  She was an advocate for women working in the Democratic Party and became an ambassador for the New Deal.  Jane Addams continued her Hull House project in the thirties, which was serving the poor and immigrant population in Chicago.  Other settlement houses, which were often led by women, also helped provide necessary social services in the Depression.   Grace Abbott, who had been head of the Children’s Bureau in the 1920s, taught at the University of Chicago’s School of Social Service Administration in the 1930s. Her sister Edith Abbot was there as dean.  She was a U.S. delegate to the International Labor Organization in 1935 and 1937.Mary McLeod Bethune had served on presidential commissions under Coolidge and Hoover, but in Roosevelt’s administration, had a larger role. She often spoke alongside Eleanor Roosevelt, who became a friend, and she was part of FDR’s â€Å"kitchen cabinet,† advising him on matters involving African Americans. She helped establish the Federal Committee on Fair Employment Practice which worked to end exclusion and wage discrimination for African Americans in the defense industry. From 1936 to 1944 she headed the Division of Negro Affairs within the National Youth Administration.  She also helped bring together several black women’s organizations into the Nation al Council of Negro Women, which she served as president from 1935 to 1949.

Are We Feeding the Poor People Essay Example | Topics and Well Written Essays - 2000 words

Are We Feeding the Poor People - Essay Example The underlying reason for this has to do with my understanding that the vast majority of this 47% of individuals that Romney indicated were dependent and â€Å"lazy† would ultimately love to have an opportunity to provide for themselves; however, they simply do not have the ability to do so. In such a way, the following analysis will be concentric upon describing this problem from a more nuanced perspective and analyzing this broad and differentiated group in terms of the responsibilities that citizens have towards their fellow citizens and the overall impact of providing services to those that are incapable of providing for themselves. Further, to understand the problem, it is necessary to know who comprises this 47%. According to Mitt Romney, the 47% represents those individuals within the United States that are not required to pay federal income taxes. The majority of these are the low-income households; most of which earn less than $ 30,000 a year. Of these, many are willing to work hard and earn a living; however, they cannot find full time employment as a result of the abysmal state of the economy. As such, they are trapped in minimum wage jobs; oftentimes working as part time employees. Not considering income taxes, these individuals can barely feed the families and provide for the basic necessities of life. As can be seen, expecting these very individuals to pay income tax would dis-incentivize engaging with the workforce and created a situation in which these very individuals would be worse off working several part-time jobs then they would be drawing unemployment checks and other forms of government welfare assistance. As can immediately be seen, simply categorizing these individuals as â€Å"lazy† is a gross exaggeration and misunderstanding of the labor force and how it works. The fact of the matter is that these individuals are not lazy and have instead chosen to work

Abu Dhabi Aviation Co Essay Example | Topics and Well Written Essays - 1000 words

Abu Dhabi Aviation Co - Essay Example The company has seen its expansion of its operations to cover the region and several contracts throughout the Middle East and beyond. It serves countries like Qatar, Kuwait, Saudi Arabia, Republic of Yemen, Spain Eritrea and Australia. Abu Dhabi Aviation Co. has operated 2 Bell 212 helicopters which are in support of long-term contracts involving a major oil company in the Republic of Yemen. Now the company is targeting an approach of 1,000,000 flight hours in helicopters and an average of over 55,000 hours in fixed wing aircraft. The mission of the Abu Dhabi Aviation Co. is to provide innovative solutions in every part of the globe while exceeding stakeholder, customer and employee expectations. Its vision is to be one team, propelling Abu Dhabi Aviation safety and cost-effectively into the future. It outlines its values as Quality, Safety, Customer Focus, Teamwork, integrity, and Ethics. The goals of the company are that they are never compromised in the provision of safety which i s their top priority and fundamental core value. Secondly, they value timely, innovative, efficient, reliable, cost-effective and best quality services and thirdly they are committed to achieving the highest levels of customer satisfaction. Employee profileThe Abu Dhabi Aviation Co. has employed more than 900 personnel, which includes over 150 pilots and over 150 aircraft maintenance engineers (Abu Dhabi Aviation, 2010). It is governed by a board of directors ranging from the Chairman, the Vice Chairman, and board members.

MBA - Marketing Strategy report on General Motors Research Proposal

MBA - Marketing Strategy report on General Motors - Research Proposal Example With every organization wanting to expand their reach and make an imprint in various markets, there will be enough opportunities for it, to initiate that expansion drive. So, when the organization has enough opportunities, it can set targets and formulate various strategies to achieve those targets and thereby beat off the competitors. Every organization’s survival and success in the light of stiff competition hinges on the success of its main or flagship product. It is the ‘key’ that opens the door of success or profit. So, for an organization to survive in a competitive market, and to increase its profits in an optimum manner, its products have to be marketed optimally. Toeing that line, this report will determine the current marketing strategy of General Motors. Then, the report will evaluate the strategies in view of its existing business environment, recommended improvements that would enable them to compete more effectively. General Motors Corporation (GM), a multinational corporation, was founded in 1908 as a holding company for a firm called Buick, then controlled by William C. Durant. Now, it functions as a conglomerate manufacturing and selling, cars and trucks under the brands of Buick, Cadillac, Chevrolet, GM Daewoo, GMC, Holden, Hummer, Opel, Pontiac, Saab, Saturn and Vauxhall. Each of these brands has a number of cars and trucks under its division or arm. Even though, they are manufactured in one unit, vehicles coming under each brand are most times marketed differentially and some times in unison. Headquartered in Detroit, Michigan (USA), GM manufactures automobiles in 35 countries, capturing a sizeable portion of the world market share. GM was thus acknowledged as the worlds largest automaker, based on global industry sales. GM was able to hold on to this top position for the last 77 calendar years. But, its reign as the top automaker was threatened in the last few years. Apart from the intens e competition put

CUSTOMERS PORTFOLIO AS MANAGEMENT REQUIREMENT Essay

CUSTOMERS PORTFOLIO AS MANAGEMENT REQUIREMENT - Essay Example The implementation of these strategies must however be done in a manner that can guarantee that the strategic management plans of the companies are up to date with changing situations on the market (Levinsohn and Williams, 2004). This means that the search and implementation of strategic management plans must be undertaken as a holistic process that includes all stakeholders who have a role to play in the success of the company. In relation to this argument, Labovitz (2005), identifies the place of the customer in having a very formidable strategic management plan for the modern global economic market. It has been said that the customer is no longer a passive member of the corporate society but an active member of it (Khurana, 2002). Because of this, the need to always include customers in the planning of the company is very relevant and inevitable. With this understanding in mind, the current report is prepared to identify the place of the customer in a typical modern business and o utline ways in which companies can make use of the all new concept of customer portfolio to maximise the benefits they can make of their customer base. 2.0 Theoretical Framework A waterfall approach to the theoretical understanding of the concept of customer portfolio is developed. This approach involves the strategic review of what exists in literature as the place of customers in business entities. After this understanding has been developed, there will then be a deduction of what the definition of customer portfolio is, based on what is deduced in literature. 2.1 Customers as assets Writing on the place of customers in a typical business entity, Kets de Vries (2003) explained that the best way for companies to make the best out of their customers is to understand the place of customers as assets to the company. Commonly, the assets of companies are judged as either being tangible or intangible, with much emphasis and focus on those things that can be utilised by the company for r evenue generation purposes (Nutt, 2004). Labovitz and Rosansky (2007) laments that hardly are customers envisioned and classified as having the potential of generating revenues for the company. What companies have done over the years is to see the customer as the source of revenue, rather than a generator of revenue. But this perception is said to be erroneous, especially in cases where companies want to make the best out of their customers. As assets, customers will be seen as tangible resources that ought to be managed so as to ensure that they are transformed into revenues (Morrison and Milliken, 2000). Giving a practical explanation of how customers could act as assets, Roberts, Swanson and Dinneen, J. (2004) said that every company that has a formidable database of its customers would realise that each customer has a specific fiscal wealth they account to the customer. Since assets are also quantified as fiscal wealth, customers can be said to be assets. 2.2 Customers as stakeh olders Farrell (2004) joins a school of thought that argues that customers may best be seen as stakeholders if companies want to make the most of them. As stakeholders, customers have been explained as people, having a say in the planning and decision making process of the company. This way, customers may be included in decision making in two major ways. The first of these ways is active inclusion, which requires companies to have a mechanism by which views of customers will be collected and considered while taking management level decisions (Sankar, 2003). There is also a passive inclusion of customers as stakeholders in decision making, where the company uses a strategy to identify the views and thoughts of customers about the company and make decisions that

The changing scenarios of the oil market in the Azerbaijan Republic Essay

The changing scenarios of the oil market in the Azerbaijan Republic - Essay Example I also give thanks to Mr. Aydin M. Gashimov, Stakeholder Investment and Reporting Manager in BP Exploration (Caspian Sea) Limited, who answered all my questions without hesitation. Mr. Iohan Heiberg, Vice-president of Statoil Azerbaijan, and Mr. Redjeb Akhsulu, General Manager of Shell Azerbaijan Exploration and Production B.V. who also contributed with his very useful comments. The recent growing demand for oil around the globe has seen oil prices remain quite unpredictable. Most of the world economies are dependent on oil; hence, any fluctuations in its price have a direct impact on the cost of essential goods and services. Nevertheless, energy prices have been skyrocketing, presenting fresh day-to-day challenges to organizations and compelling them to adjust their strategies accordingly in order to minimize the adverse consequences. The following chapter reviews past works of research conducted by other researchers in order to support the secondary research methodology used in this dissertation. The literature review is divided into four areas of research. The PESTEL [Political, Economic, Sociological, Technological, Environmental and Legal (factors)] model of analysis will be employed in order improve the structure of investigation and highlight pertinent issues. PESTEL is a strategic planning tool that helps a company to view the scope of the market beyond its limits. The analysis is an important reminder to an organization in situations where the organization is focused only on internal matters at the expense of external forces that directly and indirectly affect it and may have profound consequences on it. Managers of organizations have to visualize the factors that have the highest probability of changing and those that affect them most. These factors vary in different environments. In doing the PESTEL analysis, managers have to decide on the various aspects of the model by considering their relative importance. One

CUSTOMERS PORTFOLIO AS MANAGEMENT REQUIREMENT Essay

CUSTOMERS PORTFOLIO AS MANAGEMENT REQUIREMENT - Essay Example The implementation of these strategies must however be done in a manner that can guarantee that the strategic management plans of the companies are up to date with changing situations on the market (Levinsohn and Williams, 2004). This means that the search and implementation of strategic management plans must be undertaken as a holistic process that includes all stakeholders who have a role to play in the success of the company. In relation to this argument, Labovitz (2005), identifies the place of the customer in having a very formidable strategic management plan for the modern global economic market. It has been said that the customer is no longer a passive member of the corporate society but an active member of it (Khurana, 2002). Because of this, the need to always include customers in the planning of the company is very relevant and inevitable. With this understanding in mind, the current report is prepared to identify the place of the customer in a typical modern business and o utline ways in which companies can make use of the all new concept of customer portfolio to maximise the benefits they can make of their customer base. 2.0 Theoretical Framework A waterfall approach to the theoretical understanding of the concept of customer portfolio is developed. This approach involves the strategic review of what exists in literature as the place of customers in business entities. After this understanding has been developed, there will then be a deduction of what the definition of customer portfolio is, based on what is deduced in literature. 2.1 Customers as assets Writing on the place of customers in a typical business entity, Kets de Vries (2003) explained that the best way for companies to make the best out of their customers is to understand the place of customers as assets to the company. Commonly, the assets of companies are judged as either being tangible or intangible, with much emphasis and focus on those things that can be utilised by the company for r evenue generation purposes (Nutt, 2004). Labovitz and Rosansky (2007) laments that hardly are customers envisioned and classified as having the potential of generating revenues for the company. What companies have done over the years is to see the customer as the source of revenue, rather than a generator of revenue. But this perception is said to be erroneous, especially in cases where companies want to make the best out of their customers. As assets, customers will be seen as tangible resources that ought to be managed so as to ensure that they are transformed into revenues (Morrison and Milliken, 2000). Giving a practical explanation of how customers could act as assets, Roberts, Swanson and Dinneen, J. (2004) said that every company that has a formidable database of its customers would realise that each customer has a specific fiscal wealth they account to the customer. Since assets are also quantified as fiscal wealth, customers can be said to be assets. 2.2 Customers as stakeh olders Farrell (2004) joins a school of thought that argues that customers may best be seen as stakeholders if companies want to make the most of them. As stakeholders, customers have been explained as people, having a say in the planning and decision making process of the company. This way, customers may be included in decision making in two major ways. The first of these ways is active inclusion, which requires companies to have a mechanism by which views of customers will be collected and considered while taking management level decisions (Sankar, 2003). There is also a passive inclusion of customers as stakeholders in decision making, where the company uses a strategy to identify the views and thoughts of customers about the company and make decisions that

How is Text Messaging Affecting Teen Literacy Research Paper

How is Text Messaging Affecting Teen Literacy - Research Paper Example This paper illustrates that as the microprocessor was being developed, information flow between people was at a higher speed and communication flourished. The entry of the internet saw a change in the entire literacy face. People no longer read books, magazines and newspapers but they are reading online. Recent developments in internet technology have seen an emergence of different ways of communication. People no longer sit down and read lengthy novels as literacy has come to be characterised by short texts on phones and computers. A 2009 study of the University of Alabama found that â€Å"Text messaging has surely given our society a quick means through which to communicate, taking out the need for capitalisation, punctuation, the use and knowledge of sentence structure and the detail that make good statements great†. The current world has seen literacy get its definition from the technology that is used to transfer it. A text message language differs from that of an email. Formal language may still be present in the 21st century but it is probably different from the formal language of the 1950s. In the year 2011, the Oxford English Dictionary included an additional text speak lingo in its lexicon. They include LOL – laugh out loud, OMG – oh my god/gosh/goodness, FYI – for your information, BFF – best friends forever, and IMHO – in my honest/humble opinion. Furthermore, the study revealed that some of the expressions used have a history that shows different usage of the same acronyms. For instance, the st

The resistance of the wire Essay Example for Free

The resistance of the wire Essay The atoms take up more space so there is more chance of the electrons being caught by them; more energy is going to be lost as heat. As temperature increases so does resistance. If we increase the cross section there will be a bigger area, so more free electrons available for conduction. More free electrons means a larger current so a better conductor, meaning lower resistance. Materials should effect resistance also because different materials have different amounts of free electrons. The more free electrons means better conductor so lower resistance. Resistance of different materials will vary. I predict that from my experiment my graph will have a straight diaganol line like this. Planning As we increase the length of the wire we will be measuring the voltage when the current is at 1amp. Using these results we will work out the resistance. We do this because we need to find out if the length of a wire effects the resistance of the wire. And from these results find out how we can reduce the resistance of the wire. When measuring we will have to be accurate and make sure that the crocodile clips on the wire are exactly in line with the right measurements. Even 1mm can change the results dramatically. We will also have to ensure that the wire is pulled taught because if its bent up a bit its not stretched out to its full length so are measurements will be wrong and could effect the experiment. We will also make sure that the current does not go over 1-amp. Because the prelim work showed us that after this amount the test will be unfair, and it will be impossible to ensure the results are valid. Because the sellotape melts, and the wire expands and looses shape. In order to get accurate results we will do three repeats of the experiment. Are results are more reliable then because we have three to look at so we know what the measurements should roughly be around and any major errors will stand out. Analysis From doing my experiment and looking at my results I found out that as the length of the wire increases, the resistance increases. This shows that my predictions were accurate as this is what I predicted. From looking at the graph I also notice that it is a straight diagonal line, which is how I predicted it to be. This shows it is directly proportional. As the length of the wire doubles there is double the chance that the electrons will get captured by the metal atoms. Therefore double the resistance. Double length=double resistance 10 20 30 40 50 60 70 80 90 100 gradient = up = ? across cm Evaluation I think my experiment worked well because my results were as I predicted them to be and I did a fair test. Also there wasnt any major errors. From looking at my graph I can see it is a straight diaganol line just as I predicted. This shows it is directly proportional. To imrove my experiment and get more accurate results I could nail or solder the wire down to the ruler. This way it is more secure than the sellotape and it cant move out of position. Instead of using crocodile clips, as these could put a kink in the wire. I could use a knife edge or something metal to just touch the wire, as this is a conductor so still allows a current to flow through. I think I have enough results to be sure of what I wrote in my conclusion. I think this because my results prove the theory as length increases resistance increases. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Electricity and Magnetism section.

What is the Supply Chain Management (SCM)?

What is the Supply Chain Management (SCM)? The best companies around the world are discovering a  powerful new source of competitive advantage. Its called supply-chain management and it encompasses all of those  integrated activities that bring product to market and create  satisfied customers. The Supply Chain Management Program integrates topics from  manufacturing operations, purchasing, transportation, and  physical distribution into a unified program. Successful supplychain  management, then, coordinates and integrates all of these  activities into a seamless process. It embraces and links all of  the partners in the chain. In addition to the departments within  the organization, these partners include vendors, carriers, thirdparty  companies, and information systems providers. Within the organisation, the supply chain refers to a wide range of functional areas. These  include Supply Chain Management-related activities such as inbound and outbound  transportation, warehousing, and inventory control. Sourcing, procurement, and supply  management fall under the supply-chain umbrella, too. Forecasting, production planning  and scheduling, order processing, and customer service all are part of the process as well.   Importantly, it also embodies the information systems so necessary to monitor all of these  activities. Simply stated, the supply chain encompasses all of those activities associated with  moving goods from the raw-materials stage through to the end user.   Advocates for this business process realised that significant productivity increases could  only come from managing relationships, information, and material flow across enterprise  borders. What is the importance of Supply Chain Management In the ancient Greek fable about the tortoise and the hare, the speedy and overconfident  rabbit fell asleep on the job, while the slow and steady turtle won the race. That may  have been true in Aesops time, but in todays demanding business environment, slow  and steady wont get you out of the starting gate, let alone win any races. Managers these  days recognise that getting products to customers faster than the competition will improve  a companys competitive position. To remain competitive, companies must seek new  solutions to important Supply Chain Management issues such as modal analysis, supply  chain management, load planning, route planning and distribution network design.   Companies must face corporate challenges that impact Supply Chain Management such  as reengineering globalisation and outsourcing.   Why is it so important for companies to get products to their customers quickly? Faster  product availability is key to increasing sales,   An example of a Supply Chain Management application:   To Reduce Cycle Time, Kick Those Bad Habits   ..One of the chief causes of excessive order-to-delivery cycle times is the existence of longstanding  bad habits that result when companies fail to revise internal processes to reflect market  changes. The existence of separate, independent departments tends to perpetuate these inefficient  practices. Taking the supply-chain management view, on the other hand, helps companies identify  the cumulative effects of those individual procedures. Eliminating such bottlenecks improves  product availability and speeds delivery to customersboth of which can increase sales and profits.   Supply Chain Management Today   If we take the view that Supply Chain Management is what Supply Chain Management  people do, then in 1997 Supply Chain Management has a firm hand on all aspects of  physical distribution and materials management. Seventy-five percent or more of  respondents included the following activities as part of their companys Supply Chain  Management department functions:   Inventory management Transportation service procurement Materials handling Inbound transportation Transportation operations management Warehousing management Moreover, the Supply Chain Management department is expected to increase its range of  responsibilities, most often in line with the thinking that sees the order fulfilment process  as one co-ordinated set of activities. Thus the functions most often cited as planning to  formally include in the Supply Chain Management department are:   Customer service performance monitoring   Order processing/customer service Supply Chain Management budget forecasting On the other hand, there are certain functions which some of us might feel logically  belong to Supply Chain Management which companies feel are the proper domain of other departments. Most difficult to bring under the umbrella of Supply Chain  Management are: Third party invoice payment/audit Sales forecasting Master production planning Write-in responses reveal the leading edge of what some Supply Chain Management  departments are doing. These include engineering change control for packaging; custom   Today Supply Chain Management includes services such as: Operational Analysis and Design Materials Handling Distribution Strategy Operational Improvements, Distribution Management Computer Systems Warehouse Design Project Management Operational Commissioning Computer Simulation Technical seminars

Computer Crimes versus Traditional Crimes :: Crime Hacker Internet Theft Fraud

Computer Crimes versus Traditional Crimes A computer hacker can steal more with a computer than a weapon. For example, internet auction fraud (i.e., EBay) was by far the most reported offense, comprising 44.9% complaints as opposed to check fraud which made up 4.9% complaints.1 It is my opinion that many crimes involving computers are the same as crimes committed without one and that the computer is just a tool to help aide the criminal in committing the offense. Stealing is a crime and should not be considered different just because a computer is involved. Computer crimes are no different from other crimes, and computer criminals should be held responsible for the damage they cause. In order to determine if computer crimes are the same as non-computer crimes, we must first define what crime is. The broad definition of crime is an offense against public law and the intentional commission of an act usually deemed socially harmful or dangerous,2 but there are several types of crime. For instance, robbery is the taking of another’s property either by force or fear with the intent to deprive the owner of the property. Crimes, such as fraud, theft (including identity theft), forgery, and embezzlement, can occur in both the traditional sense (without a computer) or in a more contemporary sense in which computers are used to facilitate the illegal activity. Computer crime, or cyber crime, has been defined as a crime in which a computer plays an essential part. This type of crime is the illegal exploitation of computer technologies most often involving the Internet. In a relatively short period of time, we as a society have witnessed an explosion of technological computer advancements. For instance, today there are over 5 million computers permanently attached to the Internet and at least that many which are only sporadically online compared to only 200 in 1983.3 Based on this wide spread use of the internet, the United States government is desperately attempting to define what constitutes cyber crime and the appropriate punishment associated with the crime. It is very tough to apply the consequences of many of the computer crimes that are being done each day because it is such a recent problem in society. In time I believe it will be much easier to determine who and how people are going about doing illegal activities online, but as of now we don’t have the technology or time to catch all those hackers out there.

Film Analysis: the Boy in the Striped Pyjamas Essay

In the movie, The Boy in the Striped Pyjamas, the holocaust which happened in history was clearly depicted. It was shown in the film how the Jews were poorly treated by the Nazis at that time. Hence, here are some instances in the film where prejudice, bias, discrimination and ethnocentrism were depicted. First is prejudice—Merriam-Webster describes prejudice as an injury or damage resulting from some judgment or action of another in disregard of one’s rights. Prejudice was most evident in the ending scene where the Jews from the concentration camp were put inside a large gas chamber, and they were made to believe that they were just going to take a bath, but the truth is they are to face their death. Also, the fact that they were confined inside a concentration camp was already a huge example of prejudice since this has taken away their freedom. Bias, on the other hand, is a personal and unreasoned judgment. This was shown in the part where Schmuel was in the house of Bruno doing some work. He was given food by Bruno, but they were caught by a Nazi soldier. Schmuel was trying to defend himself by telling the truth, but the Nazi soldier still believed Bruno’s lies just because Schmuel was a Jew. Next is discrimination which is having a prejudiced or prejudicial outlook, action or treatment towards others. In the film, when Bruno and his family transferred to Auschwitz, there was an old Jew who were like their house help. He received discrimination since he was treated as if he had a contagious disease—the children were not allowed to interact with him. Also, Bruno’s dad constantly reminded him that he cannot go out of the confines of their home, especially to the â€Å"farm† Bruno saw from his window. This restriction was discriminating because it showed how the Nazis shied away from the Jews. Lastly, ethnocentrism is characterized by or based on the attitude that one’s own group is superior. Hence, it can be deduced that the film centered on ethnocentrism which existed at that time when the German Nazis believed that they are superior to the Jews, thus giving them the right to put the Jews to near extinction. This ethnocentrism gave rise to the holocaust which was the main story of the film.

On the amtrak from Boston to New York City Essay

The situation of the poem is described in the title â€Å"On the Amtrak from Boston to New York City,† was about a white woman and a person with a Native American background who were on a train together. What was being taken place when the speaker is meditating about the â€Å"white† woman they were having a conversations with other passengers, including an older white woman about the brief history of the city as they pass landmarks of the Native American Culture. The subject of the conversation had to do with the frustration the man had with the woman being ignorant about what land was taken away from him and his ancestors. He had brought her orange juice because it was stated right after in the next sentence he respects all elders it could have been out of kindness. That shows that the character is being bigger than himself he himself knows that being rude to this woman will now solve anything. The idea of Don Henley really made Alexie mad do to the fact that Native Americans inhabited the lands long before anyone else. Throughout the poem Alexie continues to talk to himself and use profanity whenever the white women would bring up the â€Å"white† men. For instance, when the woman asks him about Walden Pond. He says, â€Å"‘I don’t give a shit about Walden. I know the Indians were living stories around that pond before Walden’s grandparents were born†¦Ã¢â‚¬  Using profanity here represents Alexie’s outrage at the woman’s ignorance. He continues: â€Å"I’m tired of hearing about Don-fucking-Henley saving it, too†¦ If Don Henley’s family hadn’t come here in the first place then nothing would need to be saved.† Again, the use of profanity shows Alexie’s anger as a Native American whose family had been pushed out of their land. The perspective the speaker makes his judgment about the historicity and values of Thoreau’s Pond from first person from his perspective. The speakers opinion of what he thinks of the â€Å"white† history is that his peoples stories and land were taken away from them they were over powered by the white man and were not able to continue there history. Along with what they had created historically the white man would take credit for it. The poem â€Å"On the Amtrak from Boston to New York City,† by Sherman Alexie was about a white woman and a person with a Native American background who were on a train together. This is an interesting poem, because it provides a new outlook on our country as it is today, from a Native American. Alexie appears to wish other races would leave his country. He refers to all other races as, â€Å"the enemy† and believes his biggest challenge every day is simply dealing with â€Å"the enemy.† Due to all that happened to the Native Americans in the past Alexie believes his people were treated harshly, which I agree with. â€Å"Blue Winds Dancing† The story tells of a young Native American’s struggle with growing up in America. The struggle of the character exists because of the ancient Indian thought conflicting with our American expectations. The attitudes the speakers expresses are frustration or anger and how they both wish they could have there home back but it was taken away by the â€Å"whites.† For blue winds dancing the internal monologues as the narrator searches for his identity and copes with society, respectively. As for â€Å"On the Amtrak from Boston to New York City† the internal monlogues is expressed through frutration from the whites taking away land.

How Effective Are Celebrity Endorsements

How effective are Celebrity Endorsements Ever since the start of commercial radio in the 20’s and the since the first silver screen entered the market, broadcasting messages by celebrities has been a tool employed to endorse products. †Just about every star was associated with one sponsor’s product he or she plugged. †(1). Over the years celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.With the cost of celebrity endorsement deals reaching astronomical highs, one has to address the effectiveness of such expenditures on a company’s marketing plan and whether the economic result justifies the high cost associated with it. A better understanding to the aspects of celebrity endorsement is imperative in analyzing its worthine ss; it starts with the nature of the endorser and with a main question of â€Å"who is a celebrity endorser? † A celebrity endorser is defined as â€Å"an individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement† (2).It is not the just the TV or movie stars, it encompasses people from the world of sports, politics and business among other fields. The role also varies from endorsing a product in an explicit mode as in â€Å"I endorse†, implicit mode as in â€Å"I use†, imperative mode as in â€Å"we should use† ,co-present mode in which a celebrity appears with the product and the cases where the endorser is an expert in the range of the product manufacturing or usage. No matter what role the celebrity takes â€Å"to persuade the target audience and push them towards purchase†(3) is the key factor in the success of the campaign.Various psychological researches produced two main models that endorsers fall into the credibility model (4) and the source attractiveness model (4). The Credibility model ties the success of the endorser by how trustworthy and how much knowledge and expertise he portrays to the viewer while the source attractiveness model relates the success of an endorser by his or her physical appearance behavior and how much can the viewer relate to him or her. Few variations to the two main models exist however one role stays consistent with any model we explore and that is the persuasive role that the celebrity has to play.In addition to the different models a celebrity endorser might fit into a cultural categorization applies when identifying endorsers as well. Observing various different endorsements ads it becomes evident that certain celebrities represents certain classes in society and are meant to target that class. Celebrities targeting upper class audience are different than the ones targeting middle class and lower class, while celebrities targeting one gender or one age group are different than the other. The same differentiation applies to lifestyles, demographics and behaviors if the targeted market.It becomes evident that choosing a successful endorser requires careful attention to be paid to the target audience and to the endorser to ensure compatibility. This compatibility becomes the base of a successful endorsement campaign. Consumers have become aware and accustomed to a marketers approach, they understand the intentions of a marketer and subconsciously raise a wall to block his attempt at reaching them, and it’s a natural defense mechanism that a person uses when feeling pressured to purchase or associates the attempts of a marketer to pervious experiences.And while the average consumer is learning to block marketers, fascination with movie stars and celebrities has always increased and reached all time highs with the introduction of reality TV. Now potential consumers are int erested and have access to every minor detail in a celebrity’s life for the most part, this fascination opens the door to a different relationship that is built between a consumer and a celebrity. A celebrity is no longer just an idol but they become an everyday advisor in the sense of fashion, lifestyle and even relationships.This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience.This character the celebrity transfers to the product is known as the â€Å"meaning â€Å"(2). The transfer of the meaning to the product goes through three stages. The first stage is in f inding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability.After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning â€Å"available to the consumer in a material form†(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only transfer the character of the endorser to the consumer but form a bond with them and the satisfaction from the product will add value to future endorsements.All these added values become part of the character of each endorser and that becomes the determinant in his or her success. The consumer is influenced by the character the endorser transfers into the product in two distinct methods, identification and internalization. Identification is defined as the attempt of a consumer â€Å"to believe the meaning or image portrayed by a celebrity endorser† (6), while internalization is defined as the acceptance of a consumer of an idea that conforms to â€Å"his or her values or belief systems† (6) when introduced by an expert.Differentiating between those two methods would determine further the method of pairing the right product with the right endorser. An expert endorsing a product that requires higher consumer involvement or that is considered highly valued or technological seem to have better success then a celebrity endorsing the same product. This result is due to the fact that products requiring higher involvement by the consumer to use or products with higher value require a higher level of understanding for t he product explaining why internalization is more effective.In return a celebrity endorsing a product requiring less consumer involvement or a product that is presented by the image it portray would have a higher success than an expert endorsing the same product. This is explained by understanding the nature of appeal of these products, with a high emphasis put on image and emotional association which is highlighted by the likeness to the celebrity endorsing. All consumers purchasing a product understand that with their purchase a certain level of risk is involved and only when the return they expect themselves earning is higher than the perceived risk will they commit to a purchase.Various studies were performed (6) to understand the nature of nature of perceived risk by the consumer and the effect of the endorser on it. The results are important to analyze, as understanding how to lower the perceived risk will serve towards more successful product sales. Studies(6) indicated that an expert endorser of a higher technological product (a computer served as the product for the study) succeeded in reducing the perceived risk by the consumer, while celebrity endorser reduced the perceived risk by consumers towards a low technological, peripherally processed product (clothing served as the product for the study.Even though there are other risks that remain beyond the effect of the endorser such as financial risk however choosing the right endorser has a direct effect on the result of the marketing campaign and impacts part of perceived risk by the consumer towards the product. These studies draw a wider picture of how not only should we evaluate the endorser by the consumer’s attitude towards them but also by their effect on reducing the risk related to a product that a consumer considers in its evaluation.Now that the selection process of an endorser and the guidelines followed in order to insure their effectiveness is explained we turn our attention to how we evaluate their effectiveness on two main goals of a marketing campaign, brand recognition and sales. Brand recognition and branding has evolved from traditionally being viewed as a marketing function to being viewed as â€Å"heart of the business activity† (7).It became an essential asset that has to be managed and its performance evaluated in terms of marketing efficiency and asset valuation. To create value in branding a company has to create a unique and strong brand association among consumers. The consumer’s role in creating a strong brand is essential since the higher the awareness between consumers to the product the more valued a brand becomes thus resulting in equity brand measured by consumer perception rather than quantitative figures.The stronger the relationship a consumer has with a brand the stronger a brand is and this concept of brand-consumer relationship is explained by examining how a consumer achieves self consistency by purchasing products the y perceive as a reflection of themselves this is defined as the â€Å"image congruence hypothesis† (7) in which consumers compare their perceptions about product to their own values and choose the one closest. 1. Ted Sherman, â€Å"History Of Celebrity Endorsement† (July 2010) 2. Grant McCracken, â€Å"Who is the Celebrity Endorser?Cultural Foundations of the Endorsement Process† Journal of consumer research , (December 1989) 3. Colleen Bee, Scott A Jones â€Å"Who is trying to Persuade me? Exploring consumer Interpretations of Endorsement based Advertising â€Å" (December 2007) 4. Hovland, Carl I and Walter Weiss (1951-1952), â€Å"The influence of Source Credibility on communication effectiveness† 5. 6. Dipayan Biswas and Abhijit Biswas, â€Å"The Differential Effects of Celebrity and Expert Endorsements on consumer Risk Preception†(June 2006) 7.

Write a description about each room in James Curley's House Coursework

Write a description about each room in James Curley's House - Coursework Example The main entrance of the house from the western side featuring consisted of a pair of columns echoed by Ionic plasters. The door at the central point has some classical surrounding including of elaborated fanlights and sidelights. The rooms in the First Floor: All the rooms on the ground floor are comparatively large in size. The windows of all the rooms in the ground floor are large, nine by nine in size with marble heads consisted of decoration. The division between the first and the second floor is distinctly marked by the stone string course. If one look at the windows of the rest of the house that is on the first floor and on the rear side are six by six in size with stone seals and Greek key motif lintels. The southern part of the house is comparatively broader and there are rounded bay windows on the each room of the first floor and also in the main elevation. The distinctive feature of the southern part is the presence of a dormer with a distinctly broken swan’s neck pediment and round arch window over and above each window on the gambrel roof. ((Massachusetts Historical Commission, 6) The dining room: The dining hall of this building is oval shaped in design, and the most significant part of this dining room is hand carved mahogany-paneled floor with marble Grecian columns. The ceiling is over 14 foot and the length of this dining room is almost forty feet. There is delicately designed Irish Waterford glass hanging on silver chains on the ceiling of the dining hall, which makes it looks more spectacular.

Advertisemnt of junk food Essay Example | Topics and Well Written Essays - 1000 words

Advertisemnt of junk food - Essay Example The advertisement of junk food has been on the increase in the many parts of the world. The advertisers use both the traditional forms and modern ways of advertisement. The traditional ways of advertisement comprise of television, radio, newspapers.The sophisticated ways of advertisement uses the internet and you tube. The promotion of the junk food through the media spells doom to the health living of an individual and the nation as a whole. Health is a major apprehension among different stakeholders in the world (Moton and Dumler, 2009). Many studies in United States indicate that American people, both the infants and the youth consume poor diets that pose a problem to their health. This therefore implies that the children and adolescents are at a precarious situation to contract health complications that come with poor diet. This is because the youth and the children ape any behavior that they perceive in the advertisement media. Promotion of good eating habits through the tools o f advertisement can greatly help to curb the imminent danger to health. Conversely, promotion of junk foods through advertisement will spell doom to the health of the American people (Insel et al, 2010). Advertising corporations in United States can help youth to reach a well-informed choice on whether to eat or not take junk foods. This can only happen when the corporations decide to advertise directly to the adolescents. Celebrities attract youth and they easily follow their mannerisms. To them it does not matter whether what they are advertising has potential dangers or not. Most advertisement in United States employs the models and the celebrities to publicize junk foods. This makes me believe that American advertisement corporation has negative impacts towards influencing decisions that youth make (Moton and Dumler, 2009). There is a significant change to the habits of consumption of foods in United States over period. Reliable sources indicate that most American youths and chi ldren take food away from their homes. This means that the children and adolescents do not get natural foods. They feed on the junk foods that contain a lot of fatty acids and added sugars. The intake of the high-fat foods poses a health danger to the children and youth. This contributes to the escalating number of overweight and obesity among the American youths and children. The data of these conditions has increased compared to the previous years. The overweight and obese children are at the danger of contracting the heart diseases. The commonest heart ailments include the hypertension and stroke. Other complications include diabetes 2. At severe cases, these disorders can lead to death (Insel et al, 2010). In addition, it puts a lot constrains to the economy of United States. This is because the government has to care for the cost of cardiac and diabetic patients. In the end, the disorders affect the productivity of the affected citizens. These Americans contribute little to the development of their economy. The appearance of skinny and slim people in the advertisement has negative impacts on the perception of youth. The youth and children perceive them as the epitomes worthy emulation. These youngsters tend to forgo food in order get the slender body. This makes the youth to experience starvation, which is detrimental to their healthy. Majority of women ands girls after viewing the thin models and actors tend to think that is the right body, which they should possess. This means that women and young girls will tend to dislike their bodies (Moton and Dumler, 2009). To resemble the models, the women will reduce the portions of their foods. This subjects the body into a very wanting situation because of lack of essential nutrients. This therefore calls for the advertising corporation to use a variety of women of varied sizes. It is a way to achieve neutrality in the advertisements of products. The advertisement of edible products influences the youth to deve lop interest to

Farmer you could look at how crops emerged and transformed societies Essay

Farmer you could look at how crops emerged and transformed societies - Essay Example Eurasia and Mesopotamia have contributed to the bulk of world changing developments in the history of man. The question therefore begs as to why this area was the birthplace of so many of the world’s greatest inventions. Eurasia is located on a temperate zone on the Mediterranean Sea as opposed to other climates such as Africa and the Americas which combine a myriad of different climates. This means that vegetation that would thrive in Eurasia would then be more viable since they are subjected to similarities in climate disease and seasons (Butler). A good example of this is the instance of corn cultivation in Mexico, which did not spread to Peru due to their different climatic conditions. Mesopotamia on the other hand is regarded as the birthplace of agriculture from whence it then spread throughout Eurasia. Mesopotamia is also endowed with favorable climatic conditions that would favor the development of agriculture. The Middle East climate usually consists of cool rainy winters and hot dry summers which made crops adapted by having fast growing and maturing periods due to the short rainy seasons (Lienhard). The plants, which grow that fast usually, are small plants devoid of woody stems that produce cereals in abundance. Mesopotamia also boasts of a variety of self-pollinating crops some of which cannot be found anywhere else on the planet. This means that traits which may be good for farming, will be maintained in the crop since there is no cross pollination (Vasey 97). For instance, the attribute of the cereals and pea pods shattering to distribute their seeds as much as possible is the attribute of some not to do so. This would help people to harvest the non-sha ttering varieties and grow more of them the following season and less of the shattering varieties. The geographical accessibility and good communication of Mesopotamia also meant that new technology could easily and conveniently be

Reformation on the modern world Research Paper Example | Topics and Well Written Essays - 1500 words

Reformation on the modern world - Research Paper Example The Reformation age can be also considered as fruition into the age of reason cutting down the legacy of unnecessary theological illusion (Kobe). The paper will be discussing about the impact of the reformation into the modern with the recognition that it was a revolution along with special reference to science, field of art and music and religion. 2. An abridgment of the impacts on the modern world Before moving in to in depth discussion, a brief insight of the impact on the modern world can be elucidated. Firstly, the reformation era splits Christendom into Catholic and Protestant with the destruction of the religious unity of Europe and weakening the authority of church (Holt, 133). The concept of modern secular and centralized state is an attribute of reformation, boosting power to the monarchs at the expense of the church bodies. In this respect it can be stated that the immediate aftermath was the establishment of absolute monarchy and the Protestantism through religious justif ications indirectly contributed to the development of the political liberty which is a predominant feature of the modern west. The notion of equality can be also seen as an evolution of the reformation era the fruits of which are enjoyed in the modern world. ... onscience in the reformation era may be regarded as a precursor of the development of the capitalist spirit and that of the underlying mechanism of the modern economic life (Weber, 42-45). 3. Science and Reformation period The modern science can be regarded as the germinating seed of the reformation period. The doctrine of creation and rationality can be said to be the indispensable part of the reformation period. The herald of scientific explanation in the reformation started from the study and direct observation of the nature. The names of the proponents like Martin Luther, Copernicus holds special reference as they can be regarded as the pioneers in introducing the scientific way of thinking (Kobe). 3.1 Medieval view The medieval world view believed that the nature was an everlasting process and that it kept going from moment to moment by miracle which was new and renewed forever. The presumption was that god; the Almighty was the one who ordered the universe with the help of the miracles. The process was also executed with the human being’s absolute faith in God (Kobe). 3.1 Rationalistic view- An exodus from the medieval view The above stated medieval view was protested in and around the fifteenth century by some intellectuals who wanted to explore the reasons of the miracles which demarcated the rationalistic view of science. The rationalistic view of nature implied that the mind of man is able to forecast the possibilities and impossibilities in the nature with proper justifications. Luther, Copernicus, other reformists and later on Marx also criticized the medieval and superstitious beliefs of the Church (Wuthnow, 492). 3.2 Luther and Copernicus Martin Luther was called the ‘Copernicus of theology’ and Copernicus was called the ‘Luther of astronomy’.

Ideology in Heart of Darkness Essay Example | Topics and Well Written Essays - 2250 words

Ideology in Heart of Darkness - Essay Example As per , Yanse(2008)â€Å"Heart of Darkness" by Joseph Conrad is a story of a man’s journey into Africa’s dark heart to find a missing explorer. This is a metaphor for the journey into the dark heart of man†. This journey gave realization to the author that white and black skin color does not have relativity to the purity of the heart. He in this book focuses on the ideologies like White ideology, imperialism and slavery on the black race of Africa. â€Å"Conrad warns us of the â€Å"fascination of the abomination† and the â€Å"regrets, the longing to escape, the powerless disgust, the surrender, the hate, that would ensue when we encounter the truly wild other out there†(Harkins). Here the main ideology reflected by the writer is the white ideology, imperialism and slavery practiced by the white over the black men. It is unfortunate to know that white considers themselves to be a superior race and attempts forcefully to conquer the black for the purpose of slavery. According to Conrad, the white men are considered white only because of their skin surface and their heart is completely covered with evilness and darkness. The dominant white ideology largely reflects the aspect of cruelty, violence and arrogance of Europeans race. Here Kabala (2001) states that, â€Å"Africa's campaign for reparations for the injustices of slavery and colonialism recently gained significant ground.†Slavery and the slave trade were appalling tragedies ... a crime against humanity, and should always have been so,† Dominance of White Ideology White ideology is the core racist thoughts and principles of Europeans which gives an idea that only whites are exceptionally beautiful, ideal and perfect among all races. In olden times, the white men considered their race to be superior and believed that all the richness and wealth belongs to them exclusively. According to Post Colonial (2002)â€Å"A large part of colonial expressions of dista ste for African treatment of women and consequent reformist zeal arose in the fact that women's work effectively removed African men from the control of colonial power, ideology, and economic pressures†. White practiced hostile attitudes to the other races and treated them as slaves and servants, which is a heinous act. This can be counted as a sort of imperialism where a stronger race or nation takes over other race by power or by force. Caswell(2003)writes that,â€Å"Imperialism occurs when a strong nation takes over a weaker nation or region and dominates its economic, political, or cultural life† .This white ideology lead to the emergence of violence and atrocities of the west to the people of other ethnic backgrounds. The author Joseph Conrad in his book â€Å"Heart of darkness† states that men of white clan show their dominance on black people, just because their skin is black in color. Europeans, who took over the lands of Africans and exploited their nati onal wealth and power, also did not forget to torture them to great level. The author in his book mentions that just being white in complexion does not imply that they are good at heart. The author being white could never separate himself from his white racial background and on the other hand, he also despised the cruel mentality of white men towards the black race. The

Capitalismâ€a Propaganda Story Essay Example for Free

Capitalism—a Propaganda Story Essay Michael Moore is the Leni Riefenstahl of our time. Or, perhaps he would be better characterized as a Bizzaro World Leni Riefenstahl, because while she propped up with propaganda the political powers of her time, Moore uses the same techniques to bring down the powers of our time, be it GM (Roger and Me), the gun lobby (Bowling for Columbine), the government (Fahrenheit 911), the health care industry (Sicko), or free enterprise (Capitalism: A Love Story). In this latest installment in his continuing series of what’s wrong with America, Michael Moore takes aim at his biggest target to date, and the result is a disaster. The documentary is not nearly as funny as his previous films, the music selections seem contrived and flat, and the edits and transitions are clumsy, wooden, and not nearly as effective as what we’ve come to expect from the premiere documentarian (Ken Burns notwithstanding) of our time. And, most importantly, the film’s central thesis is so bad that it’s not even wrong. First, let me confess that even though I have disagreed with most of Michael Moore’s politics and economics throughout his career, I have thoroughly enjoyed his films as skilled and effective works of art and propaganda, never failing to laugh — or be emotionally distraught — at all the places audiences are cued to do so. My willing suspension of disbelief that enables me to take so much pleasure from works of fiction, does not always serve me well when pulled into the narrative arc of a documentary. Thus it is that with his past films I have exited the theater infuriated at the same things Moore is †¦ until I rolled up my sleeves and did some fact checking of my own, at which point Moore’s theses unravel (with the possible exception of Bowling for Columbine, his finest work in my opinion). But with Capitalism: A Love Story, Moore’s propagandistic props are so transparent and contrived that I never was able to suspend disbelief. What was especially infuriating about Capitalism: A Love Story was the treatment of the people at the bottom end of the economic spectrum. The film is anchored on two eviction stories contrived to pull at the heart strings. One family filmed the eviction process themselves and sent the footage to Moore in hopes he’d use it (many are called, few are chosen), and the other was filmed by Moore’s crew. The message of both is delivered with a sledge hammer: Greedy Evil Soul-Sucking Bankers (think Lionel Barrymore’s villainous Mr. Potter in It’s a Wonderful Life) are tossing out onto the streets of America poor innocent families who are victims of circumstances not of their making. Why? First, because this is what Greedy Evil Soul-Sucking Bankers do for fun on weekends. Two, because the economic crisis caused solely by said bankers has made it impossible for families to make the payments on those subprime loans they were tricked into taking by those same bankers, who themselves were suckered into a Ponzi-like scheme cooked up by Alan Greenspan and his Wall Street/Federal Reserve buddies to take back the homes fully owned by (first) the elderly and (then) the poor. In the fine print that the bankers carefully slipped past the elderly and the poor for these second mortgages and subprime loans, the contracts said that the rates on variable rate loans could go up, and that the house was collateral for the loan such that if the loan payments are not made the home is subject to foreclosure and repossession by the bank (which is what the bankers are hoping happens). In Michael Moore’s worldview, a goodly portion of the American people are ignorant, uneducated, clueless pinheads too stupid to realize the fundamental principle of a loan: you have to have collateral to secure the loan! No collateral, no loan. You say to the banker â€Å"I would like to take out a loan.† The banker says to you â€Å"what do you have for collateral?† What happened in the housing boom was that bankers relaxed their standards for what they would require for collateral (and income, assets, etc.) because (1) the government told them to do so and promised to cover their losses if it didn’t work out, and (2) they wanted to make more money; and borrowers wanted in on the cash cow that everyone was milking, from individual house flippers looking for a quick buck, to ordinary families wanting extra cash for remodeling, tuition, or whatever, to mortgage giants wanting corporate expansion. And all were driven by the same motive: greed! Yes, greed. Those evicted families knew perfectly well what they were doing when they freely chose to climb onto the housing bubble and take it for a ride. I have a much higher view of the American public than does Michael Moore. I don’t think the American people are so stupid or uneducated that they didn’t know what they were doing. This wasn’t rocket science. It was even on television, the ne plus ultra of pop culture! I well remember watching A E’s television series Flip This House, and reading all those magazine articles and get-rich-quick books on how to make a fortune in the real estate market, and thinking â€Å"wow, everyone’s getting rich except me; how can I get in on the action?† What I felt is, I’m sure, what lots of people felt. I looked into securing a second mortgage on my home in order to build a second home on an undeveloped portion of my hillside property, and then selling it to turn a tidy profit. Everyone was doing it. What could go wrong? Well, for starters I thought, what if it takes longer to build the home than I projected? We all know how slow construction projects can be. Could I make the payments on the second mortgage for an additional six months to a year? And what if I couldn’t sell that second home? Could I make the payments on the new loan indefinitely? What if my income decreased instead of increased, like it was at the time (and, subsequently, did †¦ dramatically!). And what would happen if I couldn’t make the payments? The answer was obvious, and it wasn’t in the fine print: I could lose my primary home. Forget that! Making a profit on a second home would be nice, but losing my first home would hurt well more than twice as much as making a profit on the second home would feel good. That’s a basic principle of risk aversion: losses hurt twice as much as gains feel good. Now, I’m not really a risk-averse guy (I gave up a secure career as a college professor for an insecure career as a writer and publisher), but even I could see the inherent risks involved when the home you live in could be taken away. My hillside remains sagebrush and wild grass. What about the people on the other end of the economic spectrum — the bankers and Wall Street moguls? Why aren’t they being evicted. Now, given that I’m a libertarian, you might expect me to come to the defense of Corporate America. Not so. Here I am in complete agreement with Michael Moore that, as I’ve been saying since the day it was first pronounced, â€Å"too big to fail† is the great myth of our time. None of these giant corporations — GM, AIG, Bank of America, Goldman Sachs, et al. — should have been bailed out. In fact, they should have been allowed to fail, their stocks go into the toilet, their employees tossed out on to the gilded streets of lower Manhattan, and their CEOs dispersed to work as greeting clerks at Walmart. They gambled and lost on all those securities, bundled securities, derivatives, credit default swaps, and other â€Å"financial tools† that I’ll bet not one in a hundred Wall Street experts actually understands. If you really believe in free enterprise, you must accept the freedom to lose everything on such gambles. These CEOs and their corporate lackeys are nothing more than welfare queens who adhere to the motto â€Å"in profits we’re capitalists, in losses we’re socialists.† Sorry guys, you can’t have it both ways without corrupting your morals, which you have, along with the politicians you’ve bribed, cajoled and otherwise coerced to your bidding. The solution? I have some suggestions of my own, but Michael Moore’s solution is beyond bizarre: replace capitalism with democracy. Uh? Replace an economic system with a political system? Even the à ¼ber liberal Bill Maher was baffled by that one when he hosted Moore on his HBO show. How does a democracy produce automobiles and computers and search engines? It doesn’t. It can’t. Capitalism: A Love Story, ends with a remarkable film clip that Moore discovered of President Franklin Roosevelt reading from his never proposed second Bill of Rights (he died shortly after and the document died with him). Included in the list are: The right to a useful and remunerative job in the industries or shops or farms or mines of the nation; The right to earn enough to provide adequate food and clothing and recreation; The right of every farmer to raise and sell his products at a return which will give him and his family a decent living; The right of every businessman, large and small, to trade in an atmosphere of freedom from unfair competition and domination by monopolies at home or abroad; The right of every family to a decent home; The right to adequate medical care and the opportunity to achieve and enjoy good health; The right to adequate protection from the economic fears of old age, sickness, accident, and unemployment; The right to a good education. That’s nice. To this list I would add a computer in every home with wireless Internet access. I’m sure we could all think of many more things â€Å"under which a new basis of security and prosperity can be established for all — regardless of station, race, or creed,† in Roosevelt’s words. But there is one question left unstated: Who is going to pay for it? If there is no capitalism, from where will the wealth be generated to pay for all these wonderful things? How much does a â€Å"decent† home costs these days, anyway? Do you see the inherent contradiction? Of course you do. So does Michael Moore, who elsewhere in the film longs for the good old days when the â€Å"rich† were taxed 90% of their earnings. So did Willie Sutton, who answered a similar question after being nabbed by the FBI during the Great Depression and asked by a reporter why he robs banks: â€Å"Because that’s where the money is.†

The Issue of Informatized Conflict

The Issue of Informatized Conflict Charles H. Rybeck, Lanny R. Cornwell, Philip M. Sagan It took the remilitarization of the Rhineland in 1936 to awaken many to the threat of the Nazis. In 1957, it took Sputnik to awaken the US to the Soviet threat in space. It took 9/11 to awaken many to the threat of violent Islamist extremism. And it took the Underwear Bomber of Christmas Day 2009 to awaken the White House to the inadequacy of the way the US used its Terrorism Watchlist. What will it take to awaken us to the threat of what the Chinese insightfully call Informatized Conflict[1]? Will we embolden our adversaries through an ineffectual response as the world did when facing the emerging Nazi threat? Or will we respond as decisively and with as much foresight as we did to Sputnik? What will it take to align the United States Government (USG, used here as synonymous with whole of Government as an enterprise construct) and its allies to take effective countermeasures to prevail in Informatized Conflict? In this article, we outline a non-partisan, USG-led strategy for security in the face of that challenge. Information Technology, the quaint and already outdated concept of IT, fails to capture the digital dimension of our world in the Information Age. The concept harkens back to the now-distant days when IT was a sequestered, relatively unimportant, compartment of our world. CIOs reported to CFOs because CEOs pigeonholed computers as simple aids to accounting. In reality, though, as anyone with a smart phone knows, the digital dimension is now integral to every aspect of business and societal interaction on a global scale. Each day we wake up in a world of active Informatized Conflict. Unseen battles are being waged all around us. After the Chinese penetrated our military weapons supply chain, after the North Koreans exposed our corporate vulnerabilities, and after the Russians influenced our national media in the 2016 Presidential Election, how is it that we havent responded strategically to this clear and present danger? What catastrophe would we have to experience to take the steps necessary for our own defense? Sadly, the USG and our entire National Security Enterprise (which includes all stakeholders, public and private) are failing to directly confront the digital threat because it is not constituted to see this issue. Our institutions look at the world as it was, not as it is, and not as it is inevitably becoming in the rapidly emerging world of the Internet of Things (IoT), where machine learning will play an essential role in organizing the growing sea of information in which we live. Every tool we use in national security (from weapons to intelligence to diplomacy), in commerce, and in governance now rests on a rapidly evolving digital foundation. Today we must run to keep up, and tomorrow we will be required to run even faster. This challenge to run is, unfortunately, in an area where we have seldom managed to crawl and our nations leaders have not fully recognized that reality at the highest levels. Senior executives are only beginning to realize that our digital challenges have become mission-critical, that they defy our routine acquisition processes, and that they are too consequential to be left to technologists and acquisition specialists, alone. The pressing need for consideration of Informatized Conflict by non-technologists prompted us to translate what have been internal Department of Defense (DoD) and Intelligence Community (IC), IT-based debates into unclassified laymens terms for consideration by informed influencers. This article was written to (1) identify key, progress-limiting issues on which the Executive Branch and Congress need to act, (2) offer a unifying and non-partisan strategy to protect Security and Freedom. In Part II of this series uses two specific examples to illustrate the execution of this proposed strategy. Responding to Global Disruption: How do We Need to Change the Way We Fulfill our National Security Mission? The digital dimension is enhancing and disrupting the fabric of life in every society where modern technology is present. Walter Russell Meads Blue Social Model[2] describes the slow-motion collapse of that part of the 20th Centurys legacy is now accelerating in ways that will likely usher in an historic realignment. This realignment will, of necessity, change the frameworks within which America provides for its security, including how it acquires the goods and services it uses in that effort. 2017s national and international news is unfolding so feverishly that the non-partisan Joint action recommended in this article is in constant jeopardy of becoming overcome by events. As Mead points out, Donald Trumps election can best be understood as part of the Blue Social Models collapse. TAI readers will not be shocked to hear that Government, Industry, and Labor leaders have all, in their rush to preserve the old order, ignored the digital dimensions National Security imperatives. Despite all the Governments talk about the Internet Cybersecurity and all its investment in IT Cyber, our National Security Enterprise has yet to reorient its priorities or its budget to prepare for Informatized Conflict. Right now, our Government has a unique opportunity to reorient the structure, flow, and management of the information for the National Security Enterprise in ways that both ensure the security of our future and reduce the cost of our defense.[3] We have not yet recognized that-even though our challenges have their roots in the technology arena-business-as-usual technological solutions alone will not address these challenges. USG decision makers and influencers, from the Executive Branch to Congress to our citizenry as a whole, will have to consider and adopt a Joint strategy in order to realize the benefits of this digital reorientation. Of course, this will take us outside our national comfort zone, but, given the Informatized Conflict threat, the alternative of continuing with business-as-usual is unthinkable. Wise observers have pointed out that overreaction to catastrophic attack is likely to jeopardize our democracy. So, prevention of such attacks should be a rallying point for citizens of every political persuasion. And we should protect our capacity for non-partisan and bipartisan cooperation on confronting our vulnerabilities as one of our strongest National Security assets. Only the Trump Administrations actions to preserve and rebuild trust across the National Security Enterprise can make that cooperation possible. Vision for a New National Security Jointness: Figure 1: The Joint National Security Enterprise: Combining Capabilities of the DoD, IC, and International Partners Source: USD(I) In the US, we entrust our frontline National Defense leadership to the DoD and the IC, two interconnected but separate chains of command. These entities are chartered to deliver kinetic and non-kinetic capabilities.   Only the Commander-in-Chief (POTUS) controls both. In 2009, Lt Gen James Clapper, as Under Secretary of Defense for Intelligence [USD(I)] combined his focus on Intelligence, Surveillance, and Reconnaissance (ISR) with all projections of national power that are informed by ISR in a vision for Jointness. This vision (see Figure 1.) has yet to be implemented, but it provides the basis necessary for C4ISR Fusion (Command, Control, Communications, Computers, Intelligence, Surveillance, and Reconnaissance). This vision summarizes what the DoD and the IC agree on in theory. They agree on Jointness and Fusion in the fields of intelligence, military operations, cybersecurity, and counterterrorism.[4] Jointness has a proud and successful history as a strategy for the US Armed Forces. But here we use the term Joint to refer not only to the combined Armed Services but to the unified actions of all the DoD, IC, and other stakeholders-and ever-shifting alliances-whose efforts combine in pursuit of National Security with all the instruments of national power. Fusion here combines data, data science, and data services to achieve security objectives first outlined by the bipartisan 9/11 Commission. We depend on this Fusion at every stage of conflict. For example, modern ISR depends on Upstream Data Fusion (UDF), not always having to wait for cumbersome sequences to produce a fully-vetted finished document. Similarly, active conflict with near-peer adversaries demands kinetic responses only possible via Fusion-based, Machine-to-Machine (M2M) interoperability. A concerted national application of Jointness and Fusion can break the deadlock that is keeping us from doing what we know we need to do at the enterprise-level to defend ourselves in a world of Informatized Conflict. That Jointness can only be achieved by bringing together the appropriate teams, at the appropriate levels, to ensure a clear commanders intent is realized. Our Three Indispensable Mission-Critical Teams   Ã‚   Figure 2: The National Security Enterprises Three Mission-Critical Teams Source: DMI Three Mission-Critical Teams combine to form the National Security Enterprise and fulfill its mission. The Government teams (Governance Budget, Mission Execution, and Technology) perform functions analogous to their three familiar private sector equivalents (i.e., the CEO, COO, and CIO organizations). The obvious differences between the Governments organization and the private sector (for example, the shared powers of Congress and POTUS) are useful in understanding why common-sense solutions and efficiencies adopted almost universally in the private sector have been rejected within the Government. C4ISR Fusion connects the three Mission-Critical Teams for Informatized Conflict. Acquisition to Support USG Innovation? Eisenhowers farewell address cautioned us to be wary as well as transparent in how we contract with the military-industrial base to improve capabilities. Despite yeoman efforts by the Executive Branch and Congress, Americas system for acquisition has not matched Eisenhowers challenge nor has it kept up with technologys structural transformation. Platforms, sensors, and systems are undergoing widely reported changes, but the USG meet the current acquisition challenge only by understanding the molecular structure of the information or digital substrate underlying them all. Without the discipline imposed by what the private sector calls a business case, the USG has become famous for failed large-scale technology initiatives.[5] Fortunately, though, new, private-sector innovations are creating opportunities to change how the Government conducts its National Security business. Industry observers are all aware that software development has undergone an historic transformation from grand, multi-year Waterfalls to modest, short-term Agile sprints. DevOps is now coming into use to describe software DEVelopment and information technology OPerationS as a way of accelerating the building, testing, and releasing software. Famously taking advantage of microservices and as-a-service infrastructure, private sector leaders (such as Netflix and Uber) are currently showing how new software can be delivered hourly. In contrast, fielding software enhancements in National Security now typically takes years. The USG is adopting Agile development-but within enterprise strictures that are preventing the implementation of many of its most potent benefits. Responding to these global, private sector-led changes, Congress has mandated acquisition change in the National Defense Authorization Acts of 2016 and 2017. [6]   Although such reform has been a perennial subject of conversation, Secretary of Defense Mattis has an opportunity to work with a receptive Administration and Congressional leaders like the Chairmen of the Senate and House Armed Services Committees, Senator John McCain (R-AZ) and Rep. Mac Thornberry (R-TX), to fundamentally reorient acquisition. In the past, the USG focused primarily on procuring existing products, services, and capabilities to meet known requirements. Now, the USG needs to build the inherently Governmental internal competency to lead a new way of doing business: continuous engineering to take advantage of evolving technology in a data-centric context and to confront evolving threats. In confronting the current strategic and acquisition challenge, the Trump Administration will need to avoid the pitfalls of commercial conflicts of interest, bureaucratic overreach, and unnecessary partisanship. In a dynamic commercial environment involving many vendors offering to sell partial solutions to the USG, the Administration will need to improve its acquisition and orchestration functions. What does an informed USG senior executive need to know about the infinite array of National Security technological and programmatic detail in order to affect such a consequential change? At one level, it is quite simple: Private Sector best practices can guide, regulate, and execute the many functions that are not unique to the USG. Key mission areas, in contrast, demand unique and USG-specific intervention. US law often refers to this as inherently Governmental and specifies how it needs to be handled. Private Sector best practices, here, are inadequate to meet USG needs. This simple distinction can be usefully applied to our current Informatized Conflict challenge. Commanders Intent/ Congressional Intent/ National Strategy:  We Already Know What Works The Trump Administration should begin immediately to remedy the gridlock inherent in so much of the USGs preparation for Informatized Conflict. The Executive Office of the President (EOP) could mobilize the leaders of Governments three Mission-Critical Teams (Governance Budget, Mission Execution, and Technology) across the entire National Security Enterprise. Together, the three Mission-Critical Teams could champion Tightly Aligned core capabilities to enable enterprise functionality and innovation at the Loosely Coupled edge. Figure 3: Tightly Aligned/ Loosely Coupled as an alternative to todays dysfunction and as a Winning Joint Strategy in Informatized Conflict While the Tightly Aligned/ Loosely Coupled approach originated as an engineering concept, it has been successfully applied in concert by the three private sector equivalents of the Mission-Critical Teams to guide similar foundational, Internet-dependent initiatives. Major retailers and service delivery firms (famously, Wal-Mart in the 1990s and Netflix in the 2000s, for example) rebuilt their supply chains using this approach. The Google Android used on smartphones, tablets, and other devices-the operating system (OS) with the worlds largest installed base-is an open source example of this strategy in action. The Tightly Aligned/ Loosely Coupled strategy applied to the USGs digital assets can be what Ernest May and Philip Zelikow called a Capital P Policy[7], a redirection around which the country unites over a long timespan and across political divides. This and subsequent Administrations will need a rigorous Mission/Business Case to sustain alignment among these three Mission-Critical Teams. Fortunately, the mission benefits are so powerful and the cost savings so dramatic that the Mission/Business Case could be strong enough to overcome the entrenched interests who will, of course, fight it with all the tools at their disposal. The essence of the Tightly Aligned/ Loosely Coupled strategy is to agree on those few principles, policies, and standards necessary for the enterprise to function as a unified whole. Then operational units and individual programs can be freed to innovate at the edge in whatever ways best serve their individual missions. Who Needs to Do What? What we are proposing is an approach inspired by extraordinary systems thinkers from each of the three Mission-Critical Teams. Here we give examples with an emphasis on those representing the Governance Budget and Mission Execution teams. The only technologist listed here is Dr. Cerf: Andy Marshall (retired leader of the Defense Departments Office of Net Assessment) Gen Mike Hayden (retired after leading NSA and CIA) Philip Zelikow (former executive director of both the Markle Foundation task force on National Security in the Information Age and then the 9/11 Commission; later Counselor of the Department of State under Secretary Condoleezza Rice) The late Ernie May (senior advisor to the 9/11 Commission) Michà ¨le Flournoy (former Under Secretary of Defense for Policy and now head of the Center for a New American Security) Gen Paul Selva (the Vice Chairman of the Joint Chiefs of Staff) Vint Cerf (the co-inventor of TCP/IP, the messaging protocol that underlies the entire Internet) They and we have found that few Government executives have the cross-functional experience to fully appreciate their counterparts frames of reference. But the kind of changes that the USG needs now can only be made by aligning the strategies of all of the three Mission-Critical Teams. Figure 4: Aligning the Three Mission-Critical Teams Source: DMI The three Mission-Critical Teams bring very different foci, levers, and artifacts to the fight. These, in turn, depend on distinctive disciplines, equities, goals, methodologies, timetables, and metrics. In order for the teams to align, each need to accommodate the others demands and battle rhythms. A Call to Action President Dwight Eisenhower personally led the response to Sputnik. Among a series of coordinated initiatives, he formed the Advanced Research Projects Agency (ARPA) which changed the Governments approach to procurement of high risk, high payoff advanced technology, ensured US leadership in the Space Race, and funded what eventually became the Internet. Eisenhower demonstrated the power of senior executive decisions in combining the three Mission-Critical Teams under the coordination of the EOP. This article has proposed how the three Mission-Critical Teams Necessary for Security (Governance Budget, Mission Execution, and Technology) can mobilize around a Tightly Aligned/ Loosely Coupled strategy. We have specified roles and responsibilities in language understandable to each of those teams. We have proposed a framework that enables serious, public consideration of issues that have been ignored, enables senior executives to take decisive Joint action, and enables them to authorize unclassified metrics for assessing progress in classified realms.[8] Do we have to wait until adversaries inflict catastrophic damage before we take the steps that we already know we need? Will we allow ourselves to be incapacitated by internal divisions?   In advance of the unthinkable, can we do what it takes to provide for the common defense in this Age of Informatized Conflict? Charles H. Rybeck, Lanny R. Cornwell, and Philip M. Sagan are Senior Advisors to the Intelligence Community and the Defense Department on Enterprise Engineering issues. They are CEO, COO, and CTO of Digital Mobilizations, Inc. (DMI). This is Part II of an Occasional Special Series DRAFT IN PROCESS: Not Releasable in Any Form This requires Prepublication Review before official submission The Figures are in this draft for content only. They are being recreated in forms suitable for publication. This is a continuation of theWhat Will It Take? Part I of an Occasional TAI Special Series. Tightly Aligned/ Loosely Coupled Strategy in Action: Two Illustrative Examples Charles H. Rybeck, Lanny R. Cornwell, Philip M. Sagan The Tightly Aligned/ Loosely Coupled strategy calls for budgetary, operational, and technology changes, but in this article, we only introduce the strategy in broad outline using two representative examples of where the USG has already successfully begun. These two examples underscore the role of the combined three Mission-Critical Teams within the Government in initiatives that require broad popular support. Below we explore two examples in order to illustrate the challenge facing the USG, to show how pockets of excellence within the USG have already pointed the way forward, to demonstrate how the challenge of the digital dimension demands different USG responses, and to underscore what, concretely, will need to be done by the USG. Many achievements are classified, legitimately and necessarily protected from public discussion. But any digital strategy for National Security can and must be agreed upon at the unclassified level, sustaining widespread public support on the basis of sound arguments that include a full defense of our privacy and civil liberties. For that reason, we consider two pathfinding efforts, acknowledging their strengths and sketching what needs to be done next. Our System Can Work: Weve Shown We Can Crawl We assess the US response to the challenge of the digital dimension as requiring a progression from Crawl to Walk to Run. US visions for future defense such as the Third Offset, Integrated Intelligence, Cyber Security, Data-to-Decisions (D2D), and Fusion Warfare all depend on this digital foundation. For the last decade, for example, the DoD has been guided by the Anti-Access/Area Denial (A2/AD) construct in planning to confront near-peer adversaries. A2/AD will also need to adjust its view of platforms, sensors, and weapons to accommodate the kinetic and non-kinetic implications of this new digital foundation. Fortunately, much groundwork for this mobilization is already being laid at the Federal level. We can already point to many successes at the Crawl stage. Two examples can illuminate how consequential these decisions can be, how the role of the USG will need to be tailored to the problems, and how much further we have to go in order to Walk and Run. Example #1 Modernizing Infrastructure: In 2012, the IC recognized how it was consuming and delivering IT hardware, software, and services in ways that were unnecessarily inferior to the private sector. They awoke to the fact that the Governments acquisition approach was handcuffing every aspect of National Security. The Congress, the IC, and the Administration supported the Central Intelligence Agency (CIA) in taking the lead in this initiative. They all deserve credit for the joint effort. The CIA reoriented its office of the CIO. It created a Commercial Cloud Services (C2S) contract to end CIA reliance on internal, outmoded expenditures and shift to purchasing infrastructure services as a utility. And it put the CIO under a new Directorate of Digital Innovation (DDI) to better link it with Mission functions. The contract enables a new, market-based model for acquiring enterprise-level software. C2S-based applications are licensed with fees to software vendors paid on the basis of the utilization of their products. This marketplace allows competing products to be evaluated and adopted by users in their day-to-day decisions as to how best meet the requirements of a specific problem. In the rapidly evolving data craft of the Internet, this method is far more adaptive and effective than a pre-determined, one size fits all solution imposed by a centralized bureaucracy. In technical terms, the IC is shifting much of its infrastructure costs from CAPEX (Capital Expenditure) to OPEX (Operational Expenditure), eliminating recurring CAPEX, paying only for services as needed, and arranging to stay current with hardware and software innovation in ways that were impossible in the old business model. The success of the CIAs C2S initiative results from the Agencys recognition that the effective use of commercial market investments, technologies, and business processes can result in highly effective application of all too precious tax-payer capital, avoiding ineffective, costly duplication. The result of the Agencys strategy has been improved mission effectiveness while freeing scarce technology development funds to meet those needs that are truly unique to the Agencys mission. Example #2 Modernizing Knowledge Management (KM): In marked contrast to Infrastructure, the management of information within Federal systems was recognized by the IC as an inherently Governmental function, a core competence that should not be outsourced. Accepting that responsibility, the National Security Agency (NSA) took the lead in the Smart Data Initiative to identify what standardized labeling of packets of information are necessary in a modern digital environment. The first results, an Enterprise Data Header (EDH), was a signal achievement, admittedly and intentionally minimalist, but sufficient to enable the IC Cloud in its Crawl phase. In both these examples, Infrastructure and KM, success was achieved only because the organizations involved, specifically the Congress, the Administration, ODNI, CIA, and NSA all aligned their three Mission-Critical Teams in the service of a new strategic direction. But Can We Walk Run?    In order to achieve mission benefits well need to stop mistaking Easy for Hard and Complex for Simple. We have selected these two specific Crawl success stories because they also illustrate the executive decisions that need to be made today if we are going to Walk and Run tomorrow. In the case of infrastructure-which can best be thought of as plumbing-something relatively straightforward is being made unnecessarily complex within the DoD acquisition and planning apparatus. In the case of KM, many USG Departments Agencies-including the IC DoD-are mistaking KM as a simple issue. The USG is failing to come to grips with something inherently difficult by, in some cases, inaccurately imagining it is easy: if we just build the plumbing, everything else will take care of itself. It is only by effectively structuring and managing information (KM) that the USG will induce the digital dimension to yield its mission benefits. In both cases (Infrastructure and KM) necessary but insufficient actions have been taken. Creating Cloud repositories for data and minimal metadata standards are achievements, but, in themselves, they cannot produce the Mission Benefits that are needed and that have been promised. Sadly, many executives have bought into an automagic fallacy that these Crawl phase activities would automagically produce Walk and Run results. Figure 5: What is a Responsible Executive to Do? Source: DMI Lower level Government employees are left holding the bag. They are forced to describe classic Quick Wins and low-hanging fruit because it is only their boss bosses who are empowered to make the tough choices and substantial investments that will be required to produce the promised Mission Benefits. In the Agile development environment, where development of software continues apace as long as lower level Government product owners approve incremental progress, mission-critical decisions and investments are often postponed indefinitely. The impediments to the High Road are so formidable that thousands of National Security employees and contractors have adopted the Low Road. The distinction depicted in Figure 5. has actually been rejected by USG employees because it disparages the Low Road. That is the strategy weve adopted, and we need to promote it. Example #1 Enterprise Infrastructure: Private Sector Best Practices Leading the Way for Government Action Due to the disconnect between the DoD and the IC, Infrastructure Modernization is currently being held back at the National Security Enterprise level. Private sector solutions will need to drive this partnership. The DoD and its Armed Services are resisting the massive budgetary/acquisition changes needed to implement the CIA-led strategy. Only the Commanders Intent will be strong enough to clear this impediment. POTUS does not need to wait for a catastrophe to prompt this solution. Example #2 Enterprise Knowledge Management (KM): Government Active Management of a Modularized, Multi-Vendor Competitive Environment for Innovation At the same time that a sound foundation for KM was being laid through the establishment of IC data standards in the EDH, two basic strategies for the acquisition of knowledge exploitation technology were utilized. Weve termed the first approach The Hedgehog and the second The Fox in honor of Berlins 1953 essay on Tolstoy and the philosophy of history, which begins quoting the ancient Greek poet, Archilochus, who wrote The fox knows many things, but the hedgehog knows one big thing. The Hedgehog. The hedgehog strategy entailed the acquisition of an all-inclusive solution from a single vendor, what we can think of as a highly-advanced knowledge appliance[9], a comprehensive solution that combined hardware, software, and a particular way of thinking about knowledge, problems, questions, and answers. This approach outsourced all to a single supplier. It fit the existing procurement system well because it focused on a single, big procurement decision. The Fox. The fox strategy entailed the acquisition of a collection of modularized[10], best of breed, highly-advanced devices, each of which solved parts of problems and in combination formed a system capable of solving a particular problem. Hardware, software, and way of thinking about knowledge, problems, questions, and answers could be quickly re-configured as better technologies came along or needs changed a critical capability given the ferment of Internet technologies and applications. This approach limited the amount of hardwa