International Brand Strategy

4. Identify the factors that need to be considered when developing a brand strategy within the service-based industries and explain why the development a clear and consistent corporate brand image and reputation is a fundamental part of international brand strategy. Corporate brand image: Branding is the art and science of identifying and fulfilling human physical and emotional needs by capturing their attention, imagination and emotion.Your corporate brand is, more than anything else, the most significant thing that will define you in the public eye, and therefore the one that will help to ensure your success – or your demise. A strong brand image and name will boost confidence throughout the business, and create a strong, successful impression in the market. Keller (2003a) says, â€Å"technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand† A brand serves to identify a product and to distingu ish it from competition. The challenge today is to create a distinctive image† (Kohli and Thakor 1997) The resource-based view within the strategy literature has argued that sustainable competitive advantage is created primarily from intangible capabilities, including brands and reputations (Omar et al. , 2009) The relative importance placed by the firm on its corporate identity also influences brand structure. Companies such as IBM and Apple place considerable emphasis on corporate identity (Schmitt and Simenson 1997).In the case of IBM, â€Å"Big Blue† is associated with a solid corporate reputation and reflects the company's, desire to project an image of a large reliable computer company that provides products and services worldwide. The IBM logo is featured on products and advertising worldwide to convey this image. Equally, Apple used its neon apple logo to project the image of a vibrant challenger in the personal computer market. Why does it matter? †¢Identi fication of sources of product †¢Assignment of responsibility to product maker. †¢Risk reducer †¢Search cost reducer †¢Symbolic device Signal of quality †¢Promise or bond with product or maker Advantage: Awareness The harder a company works on its branding and identity, in most cases, the more awareness it creates. For example, Coca-Cola is known worldwide for its product. A consumer can see it in a foreign county, with labelling in a foreign language and know it is a Coca-Cola product. The red colour and shape of the bottle is an immediate trigger in many minds as to the fact that the drink is a Coca-Cola product. This is branding and identity at its best. Advantage: Consistency in the MarketplaceThe more often a customer sees your brand in the marketplace, the more often he will consider it for purchase. If the brand and identity are truly kept consistent, the customer is more likely to feel that the quality is consistent and to become a loyal follower of the brand. However, this means that the product must maintain a consistency that reflects the image as well. Attract stakeholders, which can aid the development of strong business relationships. Focuses on long term growth Disadvantage: Can Become Commonplace Many brands strive to be No. 1 in the minds of consumers. For example, in many parts of the U.S. , people request a Coke when they go to a restaurant, not necessarily meaning a Coca-Cola product, but any soda. While it is the goal of branding to become the standard, it is not the goal to become the generic term of a line of products. Disadvantage: Negative Attributes If a product or service experiences a negative event, that will become attached to the brand. For example, a massive recall or unintentionally offensive ad campaign can tarnish a company’s brand and image, causing the company to need to build a whole new brand and identity to recapture its place in the market.An important element of a firm's overall brand st rategy is its branding policy. Strong brands help the firm establish an identity in the marketplace and develop a solid customer franchise (Aaker 1996; Kapferer 1997; Keller 1998), as well as provide a weapon to counter growing retailer power (Barwise and Robertson 1992). They can also provide the basis for brand extensions, which further strengthens the firm's position and enhance value (Aaker and Keller 1990). In international markets, the firm's branding strategy plays an important role in integrating the firm's activities worldwide.A firm can, for example, develop global brands (using the same brand name for a product or service worldwide) or endorse local country brands with the corporate brand or logo, thus establishing acommon image and identity across country markets. The top three strategic goals for brand strategy nowadays are increasing customer loyalty, differentiating from the competition, and establishing market leadership (Davis and Dunn 2002). A company with a well-e xecuted branding strategy gains important competitive advantages over its rivals.An effective branding strategy creates a clear and consistent identity for your products, based on qualities that are important to the market. Your branding strategy positions your products clearly in the minds of customers and prospects, and differentiates your products from competitive offerings. A well-executed branding strategy builds on the strengths of your brand by communicating brand values clearly and consistently. The measure of a well-executed branding strategy is immediate recognition by your target audience with consequent impact on your sales success.The key questions that companies need to ask themselves when developing a brand include: * What is the need we need to satisfy? * What are our core competencies? * What is the reason for this brand to exist in the world? * What is the role of branding in the context of the business strategy? Is it a functional or emotional brand? And then ther e are the internal and external focuses. To maintain a positive brand reputation, there are 3 things that are required: Good leaderships skills from managers that can drive the company towards their aims and objectives * Dedicated staff that possesses the same values reflected from the brand even in the workplace. * A good clean image in the eyes of the public. No controversies The key factors that need to be considered when developing a brand strategy include: * Purchasing * Distribution * New products * Value Purchasing A well-executed branding strategy makes it easier for your customers to make purchasing decisions about your products.They have a clear perception of the performance, benefits and quality of your products. The confidence that the brand will continue to meet their expectations minimizes customers’ risk in purchasing your product. A strong brand helps you build long-term relationships with your customers. Customers continue to buy from companies they trust, so it is important to continually reinforce the brand values that are important. Distribution You can also strengthen your presence in retail outlets and distributors through a well-executed branding strategy.Retailers feel confident in stocking a product with a strong brand, because they know there is strong consumer demand for that product. Your brand strategy can help you sell into retailers and build retail sales by stimulating demand. Encouraging distributors to use your branding material in their communications can also help to build business by giving customers confidence in the service they receive from the distributor. New Products A strong brand makes it easy to introduce new products that carry the same branding. The new product could be a range extension — a different size, color or version of an existing product.In the minds of customers, the new product will have the same qualities as the existing range because of its association with the existing brand. Value A w ell-executed branding strategy ensures that your brand makes an effective contribution to profitability through increased revenue, improved distribution and growth through new products. This, in turn, creates greater value for shareholders, making it easier for your company to attract investment and fund future growth There are a few risks that could come up when creating an international brand strategy:Assuming the brand communicates the same meaning market-to- market, resulting in message confusion Over-standardizing or over-simplifying the brand and its management, ie: discouraged innovation at the local level Use of the wrong communications channels, resulting in inappropriate spending and ineffective impact Underestimating the investment, time for a market to become aware of the brand, try it, and adopt it . Not investing in internal brand alignment to ensure that regional employees understand the brand values and benefits and are able and willing to communicate and deliver con sistently.The brand image of an organisation represents the current and immediate reflection that the stakeholders have towards an organisation (Bick et al. , 2003). It is related to the various physical and behavioural attributes of the organisation, such as business name, architecture, variety of products and services, tradition, ideology, and to the quality cues communicated by the organisation’s products, services and people (Nguyen and Leblanc, 2001). Brand image must be consistent in order to have a positive image in the eyes of the public.For example, Clairol introduced a mist stick curling iron in Germany, only to later find out that the word mist was slang for manure. Pepsi translated the slogan ‘The choice of a new generation’ in Taiwan but came out as, Pepsi, it will bring your ancestors back from the dead. These small hiccups may not be enough for major brands that are already established around the Globe, but for smaller brands trying to break into i nternational territory, it could turn into a serious disaster, as it could have been the first impression of that brand for a lot of people.Reputation is an outcome of interactions between stakeholders and the organisation over time (Argenti and Druckenmiller, 2004). An organisation does not have a single reputation at any point in time. It has a number of reputations depending on the stakeholders concerned. Interactions with brand-associated stimuli (including mass communication, employees, agents or other individuals and groups that are linked to the brand), enables stakeholders to form their perceptions of an organisation. These perceptions consolidate to become a single impression at a point in time – the brand image.Over time these fragmentary images evolve to become the stakeholder’s perception of the reputation of the organisation. The corporate brand comprises two aspects: corporate expression and stakeholder images of the organisation’s identity. The fo rmer includes all mechanisms employed by the organisation to express its corporate identity to all stakeholder groups. Corporate expression links the organisation’s corporate identity with its corporate brand and accordingly is classified as part of both constructs.The strategic choices that organisational leaders must make to determine the corporate expression include the conceptualisation and communication of the visual identity, the brand promise and the brand personality. The second aspect of corporate branding encompasses stakeholders’ perspectives of an organisation’s brand. A stakeholder can never interact with an organisation’s corporate identity in its entirety – they interact with aspects of the organisation’s identity and in so doing build their perception of the corporate brand. As stakeholders experience the brand, they develop brand images.Corporate reputation is the sum of all the views and beliefs held about the company based on its history and future prospects, in comparison to close competitors. Corporate reputation: According to Firestein (2006), reputation is the strongest determinant of any organisation’s sustainability. While strategies can always be changed, when reputation is gravely injured, it is difficult for an organisation to recover. The key people who  assess reputation  are: your customers, your employees, your shareholders, competitors, trade bodies and other businesses and influential people in your sector.The key things that you do which  drive your reputation  are simply: your company values, the products or services you offer, the people you employ and how well they work as a team, and the processes that help you run the business. Fombrun and van Riel (2003) suggest that organisations with good reputations attract positive stakeholder engagement. A favourable corporate reputation results in business survival and profitability (Roberts and Dowling, 2002), is an effecti ve mechanism to maintain competitive advantage, and can aid in building customer retention and satisfaction (Caminiti, 1992)While the definition of corporate reputation is debatable, the one proposed by Gotsi and Wilson (2001, p. 29) is instructive: â€Å"A corporate reputation is a stakeholder’s overall evaluation of a company over time. This evaluation is based on the stakeholder’s direct experiences with the company, any form of communication and symbolism that provides information about the firm’s actions and/or a comparison with the actions of other leading rivals. Organisational culture and business processes are also important levers that ust be aligned with the brand promise. Development of a positive brand image will only occur when the brand promise expected by stakeholders is delivered. If this occurs consistently over time, a strong positive corporate reputation will result. Services currently represent a large and steadily increasing share of the g lobal economy (Lovelock et al. , 2004). In Australia, the top 20 brands ranking by Interbrand, reported in BRW, shows that 17 of the top 20 brands are from the services sector (Lloyd, 2001).In the next decade 90-95% of jobs created in the developed economy are expected to be in the services sector. The increasing dominance of the services economy world-wide has led some researchers to pay greater attention to unique aspects of branding services versus goods. For example, de Chernatony and Dall’ Olmo Riley (1999) conducted in-depth interviews with brand consultants and concluded that managers of services brands should not simply rely on FMCG branding techniques, and that adjustments were needed at the operational level to reflect the unique characteristics of services.Emphasising the heterogeneity and inseparability characteristics of services, Berry (2000) conceptualized a service branding model based on 14 high performance service companies, and proposed that creating an emo tional connection with customers was the key to success O’Cass and Grace (2003) found that services brands differed from manufactured goods brands and that services brand managers were faced with challenges that were distinct from those faced by goods brand managers because of the inherent risks associated with services purchasesBusinesses in the service industry are intangible so therefore are very hard to keep control of and measure quality. Kotler (1986) states that the disadvantage that it has over business selling tangible goods is that the service has to be ready whenever the customer wants it. For example, if he wanted to stay in a hotel, then there should be a room ready for him to sleep in. They are perishable, which means that the night that a room was not sold cannot be sold after the day, or an aeroplane ticket cannot be sold off after the flight has taken off. The service industry looks

Emma and Clueless

Transformations often involve familiar themes but reflect those themes in a different context in order to resonate the values and interests of that society. Thus, context dictates form and meaning as well as the values inherent in the texts. Amy Heckerling’s, 20th century American film, Clueless is a transformation of Jane Austen’s conservative Regency England, Emma. The use of different techniques and medium allow Emma’s themes of personal growth, social structure and the role of women in society to be conveyed in a more appropriate form in Clueless.The main characters, Emma and Cher are representational products of their society and parallels can be drawn in the opening scenes, particularly in relation to self-knowledge. The Bildungsroman progression from delusion to social awareness is a universal value in both texts despite their differing contexts. Emma is introduced as â€Å"handsome, clever, and rich† who had â€Å"a disposition to think a little t oo well of herself. † Austen’s satirical tone as the omniscient narrator alerts the responder to Emma’s inability to understand her position in society. Furthermore, while Emma successfully matches Mr. Weston and Ms.Taylor, her motives are superficial as she sees it as â€Å"the greatest amusement in the world! † She also believes Harriet’s beauty â€Å"should not be wasted on the inferior society†, and it would be â€Å"interesting and highly becoming† to â€Å"improve her†. Austen employs verbal irony through Emma’s dialogue, which exposes her flaws of arrogance and shallowness. However, Emma eventually develops self awareness as shown when she realizes her mistake of matching Harriet with Mr. Elton and influencing her to refuse a suitable marriage with Mr. Martin. There is a similar character development in Cher despite the difference in context.Heckerling implements voice overs to create an immediate sense of irony wh en Cher’s â€Å"way normal life for a teenage girl† is juxtaposed with a dolly-tracking shot of her choosing outfits from a computer operated wardrobe in a grand bedroom. In doing so, Heckerling continues Austen’s satirical mode by highlighting Cher’s lack of social awareness. This is further reinforced through her dialogue, â€Å"I have direction†¦towards the mall† and Dionne’s statement, â€Å"Cher’s main thrill in life is a make-over†¦it gives her a sense of control in a world full of chaos†, which imply her superficial obsession with image and materialistic values.Cher’s final ability to see beyond the superficial and realize her mistakes â€Å"I was just totally clueless† is parallel to Emma’s reconciliation to society and its values. Similar to Austen, Heckerling reflects values that are consistent with any age and time- the absolute necessity for young people to gain social awareness. Socia l hierarchy in Regency England was permanent and immobile. It was governed by strict rules of adherence to rank and place, and was determined by birthright and inheritance. Miss.Churchill and Captain Weston’s marriage challenged the social hierarchy due to a large social imbalance in their marriage, and through authorial intrusion, it was deemed â€Å"an unsuitable connection and did not produce much happiness. † Austen demonstrates the virtually impermeable social structure through her criticism of the Coles and that †it was not for them to arrange the terms on which the superior families would visit them†, indicating that money gained through trade and not birthright, doesn’t indicate status.Emma’s high modality and contemptuous tone employed when she claims â€Å"the yeomanry are precisely the order of people with whom I feel I can have nothing to do† further highlights the inflexibility on class interactions. Finally, Harrietâ€℠¢s marriage to Mr. Martin, a farmer, results in the loss of friendship between Emma and Harriet as stated by Austen’s authorial intrusion, â€Å"the intimacy between her and Emma must sink. † This epitomizes the clear demarcation of status and that Emma shouldn’t associate with Harriet due to their differing social status. Cher’s world also has a class structure that underpins her society.This idea is explored through the camera panning out to take long shots of the rigid societal tiers, whilst Cher introduces Tai to the stratified social groups at school including the â€Å"Persia mafia†, the crew and the â€Å"loadies†. Elton’s indignant tone conveys class consciousness in his rhetorical questions towards Cher as she suggests Tai as a romantic partner, â€Å"Why Tai?! Do you know who my father is? † Later, Cher is abandoned in a carpark by Elton, and the far shot of a blinking neon sign of a clown symbolizes society’s mockery of her attempt to undermine a defined system of class.Clearly, class consciousness pervades both societies, especially in selecting romantic partners. Regency England dictated the position of women in society by strict codes of conduct. Primarily, women of Emma’s class were constrained by society’s expectations of a match within their social class. Captain Weston’s marriage to Miss. Churchill is juxtaposed to Miss. Taylor’s, thus allowing Austen to comment on the female and male positions in society, in that women are meant to be passive and have less say in their marriage. According to Mr.Weston’s idea, â€Å"it’s being a great deal better to chuse than to be chosen, to excite gratitude than to feel it†, hence demonstrating the double moral standard prevalent in society. Furthermore, Emma’s sister, Isabella, is married to John Weston, and through authorial intrusion, Austen comments that â€Å"Isabella always thinks a s he does† demonstrating a women’s duty as a wife. The use of dialogue in Mr. Knightley’s warning to Emma, â€Å"Men of family would not be very fond of connecting themselves with a girl of such obscurity†¦[Harriet]†, exemplifies society’s expectation of women to interact within their own social class.On the other hand, Clueless doesn’t offer the restricted patriarchal world of Austen as young women could be independent, outspoken and have many more choices, including marriage. The focus of the medium shot on Cher as she struts down the schoolyard in her vibrant yellow costuming portrays her outgoing attitude. The eye contact of male passerbys creates vectors and the comment â€Å"As if! † highlight Cher’s disgust at their attention, exemplifying women’s freedom to choose their romantic partners. This idea is reinforced by Cher’s comment on Dionne’s relationship, â€Å"Dee, you could do so much better. Contrary to Austen, Heckerling recognizes the change in the position of women in society in that they have more freedom in their social behavior and relationships. In conclusion, Emma and Clueless offer profound and satirical insights into their respective contexts. While the need for social stability and the need for young people to gain social awareness, remain unchanged, but the position of women in society has shifted dramatically. Such ideas are reinforced by the different mediums, both of which effectively reflect the themes and values of that context.

Deviance Behavior and the Possible Causes Essay

Some may say its biological or psychological and even sociological reasons. There have been many studies to try and determine why people have deviant behavior and what happens to individuals when norms are broken. Not all behaviors are judged the same by all groups. For example, some may question if there are conditions under which suicide is an acceptable behavior. Lets same one person commits suicide in the face of a terminal illness but another person is a despondent person who jumps from a window, the second person may be judged differently. The first person’s suicide may be looked at with pity which the second person would be looked at in a shameful way. Another behavior that would highly be considered deviant would be committing a crime. For example, juvenile gangs provide an environment where young people learn to become criminals. Gang members glorify violence and retaliation as means to achieve social status. Whether it is an act of a crime or gang violence, criminals learn to be deviant as they embrace and conform to their street or gang’s norms. Americans consider such activities as alcoholism, excessive gambling, being nude in public, starting fires, stealing, lying, prostitution, and being gay to name only a few as being deviant. Therefore people who engage in deviant behavior are referred to as deviants. References Richard T. Schaefer. (2012). Sociology – A Brief Introduction (Tenth Edition). McGraw-Hill Companies Inc, New York. Sociology of Deviance and Crime. (2013) By Ashley Crossman.

Integration of Focused Assessments and Review of Systems using QCPR at Research Paper

Integration of Focused Assessments and Review of Systems using QCPR at Trauma Hosiptal - Research Paper Example However, some of the organizations such Trauma hospitals have managed to improve their accuracy in recording patients’ records, delivery of accurate results from their diagnosis and backing-up their patients’ records that are used in any future reference on these patients in case any information regarding the patient is required. Therefore, it is advisable for all medical institutions to develop QCPR system within their organizations in order to enhanced patients’ recording process during medication that requires emergencies. II. Aims of the Study Over the years, medical institutions have faced pressure from their respective government and clients on the need towards the better provision of health care facilities and medications. This requires the organizations to adopt measures that would allow them to introduce a computerized system within their working premises for better service provision. Moreover, the introduction of computerized system would help in the re duction of costs and time consumption that has been experienced before (Mahoney 56). Therefore, the aim of this research paper is to identify various importance of the system using QCPR at Trauma Hospitals in enhancing the medication process especially in recording of patients while dealing with cases that requires emergency attentions. III. ... lped during the analysis of data as they were used to compare some of the information gathered during the research period, for accurate information to be produced. One of the documents that were found helpful while conducting this research is the journal article by Mahoney (92) bearing the title Transforming Health Information Management Through Technology. Through this document, it was easy to note how the implementation of computerized system within healthcare centers needs to be achieved, various importance of systems using QCPR within hospitals and some of the cautions that need to be taken care of in the implementation and use of the QCPR system (Mahoney 59). IV. Methodologies Need for the production of accurate information regarding the research study required that appropriate data collection methods were to be used (Mahoney 60). Therefore, after considering various data collection methods, interviews, use of questionnaires, observations and document analysis were used. Through observation, time taken for hospitals that uses QCPR were taken and compared to the one that have not yet developed computerized system within their organizations. Through the use of interviews, various patients and doctors were interviewed to gather information on the QCPR system as compared to the manual system and some of the challenges faced in the use of QCPR. While in dealing with document analysis, different documents used during the research period were analysis based on the information contain in them in order for synthesized information to be derived. A Diagram showing results of Questionnaire based on the selected Doctors and Patients Fig. 1 V. Data Analysis and Findings After ensuring that all the available data had been collected, all the information gathered was combined for

Juvenile Justice System in the USA Essay Example | Topics and Well Written Essays - 2750 words - 1

Juvenile Justice System in the USA - Essay Example This will help in developing best methods of dealing with the resistance process and in creating screening tools for a good decision and for risk management. Â  The main purpose is to evaluate the best rehabilitation and therapeutic methods that we can employ to help the juvenile criminals successfully rejoin the society without repeating the criminal acts. The rehabilitation program put in place in conjunction with therapeutic methods will address the main cause of juveniles indulging in criminal activities. This will involve management of drug and substance abuse regarding the minor in question, giving jobs to the juvenile criminal, providing housing for those with no family to house them, and training them to acquire necessary skills that will enable them to get jobs. In addition to these, the juvenile criminal has presented a chance to interact with peers and family members. Â  This study will examine minors in disorderly behavior over a period of three years with cases in court. The study will involve a sample of 1,119 male lawbreakers who are minors. We will use a growth mixture model and create five groups whose characteristics as age, rebellious history, origin, felonious father, substance use, psychosocial development, and culture. The persistent group is 8.7% while the desisted group is 14.6% of the sample. Some characteristics of rebellious acts will be assessed from the report of many offenders; this means that the groups of offers who desist and those who continue need further concern on what factors really lead to this. During the study, the juvenile criminals will be placed into groups and a set of characteristics on each studied.

Pharmacology Effectiveness of streptokinase in Acute Miocardial Research Paper

Pharmacology Effectiveness of streptokinase in Acute Miocardial Infarction - Research Paper Example The administration of aspirin and heparin before the treatment will increase the survival rate. Introduction: Acute myocardial infraction is the breakdown of the heart muscles due to the lack of oxygen supply. The shortage in oxygen supply is caused by the collection of lipids at the heart muscles. This creates a block in the blood vessels resulting in ischemia and if left untreated it results in infraction of the myocardial cells. The risk factors of acute myocardial infarction (AMI) are cardiovascular disease, tobacco smoking, older age, kidney diseases, blood pressure, excessive alcohol consumption and obesity. Streptokinase is one of the first thrombolytic agent to be used for the treatment of Acute myocardial infarction. Streptokinase was discovered in the year 1933 by Dr. William Smith Tillett. The use of Streptokinase for the treatment of acute myocardial infarction started in the year 1947 when Sol Sherry identified the potential of streptokinase. (Sikri and Bardia, 2007).The clinical trials using streptokinase started thereafter. They concluded that streptokinase can be used to treat hemothorax, purulent and sanguineous pleural exudations, fibrinous and tuberculosis meningitis. (Sikri and Bardia, 2007).The difficulties in purifying the protein streptokinase led to the delay in the intravenous use. The intravenous use of streptokinase was started in the year 1952. This proved to be a promising approach. ... Streptokinase binds to the circulating plasminogen and forms a complex. This complex activates the plasminogen through a three step mechanism. If fibrin is present, then the streptokinase – plasmin complex forming capacity gets increased and thus lyses the clots. (Becker, 1997). After infusion of the clot, the streptokinase spreads through the plasma. There are two phases of streptokinase clearance. The half life of first phase streptokinase is 11-17 minutes and that of the second phase is 85 minutes. The current recommended dose level of streptokinase is 1.5 million units for 30- 60 minutes. (Becker, 1997). The main drawback of streptokinase is that it is antigenic. The administration of streptokinase produces antibodies in the blood. The antibodies formed may neutralize the drug. (Becker, 1997). Development: After the discovery of Streptokinase in the year 1933, the mechanisms of action of streptokinase in humans were determined. In 1959, Ruegsegger discovered the intracoron ary clots. Many clinical trials were conducted at this time. There was a small risk of allergy. Many investigators considered this to be the plausible option for the treatment of acute myocardial infraction. In the year 1985 many small trials were conducted to standardize the protocol for streptokinase but no trial produced positive result. Finally they concluded that when the drug was administered for 1.5 to 3 hours, they were able to receive reperfusion rate of 90%. (Sikri and Bardia, 2007). GISSI Trial: Gruppo Italiano per la Sperimentazione della Streptochinasi nell'Infarto Miocardico ( GISSI) trial was conducted as the large scale trial. 11806 patients were enrolled in the study for a period of 17 months in 176 coronary heart care centre. New patients were recruited at a rate of

Resistance to Change Essay Example | Topics and Well Written Essays - 500 words

Resistance to Change - Essay Example The other tactic that can be used to reduce change in an organization is education. In most cases, when there is lack of information about a particular change initiative, people tend to resist it. it is therefore imperative to educate the members involved so that they can share the same understanding with the change agents. There are likely chances that people will understand why change is necessary in the organization if they are educated. For example, people may resist computerisation in their workplace in preference of traditional methods of storing and processing information which are manual in most cases. The main reason for this resistance is that people may lack knowledge about operating computers. Therefore it is important to educate them so that they can also understand the benefits of using computers in the workplace. The other method that can be implemented in order to reduce resistance to change in the organization is negotiation. According to Jackson & Schuler (2000), when a certain group will clearly lose out in a change and that group has considerable power to resist, then it is important to negotiate. Negotiation will create a win-win situation where the groups involved are likely to benefit from the change initiative at the end of the day. For instance, the management may not be able to fire the productive employees in the organization simply because they have resisted change. Instead, the two groups should come to the drawing table and negotiate so that they can map the way forward about how they can tackle the pressing issue together as a group not individuals. Cooptation is the other tactic that can be implemented in order to reduce change when other tactics will not work or are too expensive. Different ideas are taken into consideration so as to enable the members of the organization to agree on one thing that can rescue the company from collapse. This is more of a compromise situation where a

Industry Briefing Paper Essay Example | Topics and Well Written Essays - 2500 words

Industry Briefing Paper - Essay Example Modern market is highly competitive in nature. Each and every competitor is competing very hard. Managers around the world are facing lots of issues regarding placing their products in the market. Proper product placement gives significant competitive advantages to any company. In this paper, a detailed discussion will be done about the different factors related with product placement. It will be a step by step discussion. The paper will include critical analysis about product placement, review of related literature, key issues. At the end of the paper suitable recommendation and conclusion will be given. In the appendix, examples of two case studies will be given. Reflective analysis also will be done. This paper will help the Marketing Director of Bio-gloss to place their hair care products in the market. It will act as a clear guideline for the company to attract the attentions of young, fun loving girls. This paper will help the company to stand out of the competitions and will e nable to place their products uniquely. In this section of the study different product placements theory will be discussed in the context of Bio-gloss. Theories will be discussed are Buying Association Theory, Brand Association Theory and Brand Salience and Recall. According to buying association theory, buyer’s decision making process related with hair care products of Bio-gloss will start as soon as young girls are exposed to the products. The process will start with the customers having an indirect awareness or weak associations with the products of Bio-gloss. In this stage with the help of proper product placement the organization must turn the attentions of their targeted customers towards them. It is very important for the company to develop brand name, familiarity with the different products of Bio-gloss. It is also important for the company to influence the purchasing behaviours of targeted customers. How one targeted customer of Bio-gloss is being exposed to the

Request For Proposal Assignment Example | Topics and Well Written Essays - 750 words

Request For Proposal - Assignment Example The identified company goes by the name Go Daddy taking the package on unlimited hosting space. Workers at the information technology department will be trained on ways of updating the website (Stephen, 2010). Our Company has worked with a number of nongovernmental organizations. Their websites are up and running while positive recommendations have been provided by the companies. The listings of the websites are the: The above websites were fully implemented by our company from design to provision of hosting services. The profile holds a mixture of nongovernmental, corporate and governmental websites. This makes our company to have wide experience in dealing with the wide global diverse clientele. Dealing with these clients leaves us being the best company of developing the European Union Website (Lydia, 2003). Our company has been in the business for 10 years specializing in design and implementation of web based systems. The company has grown from five employers to 50 employees in a period of two years. The number working in web site design is 30 people among the hundred workers within the company. Upon receiving this job we will dedicate ten of our best designer which will add to 10% of the company workforce to ensure timely delivery of the website. Our company is located in San Francisco city street 234 Zip 20300. The telephone number that can be used to contact us is 0100-2033-5567. The lines are open 24 hours a day for clients to make any enquiries (Dennis, 2007). The company will employ the prototype model in delivering the project to ensure its reliability and usability. The prototyping model will allow development of the first release of the website which is delivered to users to elicit their opinion on the website. Their opinion will be taken and included in the next release of the software which will be a half finished website with some of the functionalities fully working. The final prototype will

Database Applications Research Paper Example | Topics and Well Written Essays - 500 words

Database Applications - Research Paper Example Arnisted2 (2001) categorizes and differentiate these softwares as family software and business software depending upon contact information, medical records, hobbies, educational records, wish lists, diary, journal, etc. Groupware, also called as collaborative software, is an elementary component of a field of study known as Computer-Supported Cooperative Work or CSCW3. A few examples can be listed as Microsoft Exchange, MediaWiki, WetPaint, and ClassroomLive2.0 and so on. 2) What kinds of things do groupware users do with data? How does that data have to be treated? In general there are three functions of groupware, enabling human to converse, transact and collaborate the ‘information and knowledge’ (also termed as data), about self and others. Groupware users use data into several ways and for several purposes including sharing, analyzing, creating, discussing, debating, planning, summarizing, concluding, etc. Since data is a unique significant aspect for human individu al/group identity, this must be used and shared with utmost care. This can be used for semantic purposes, and, sometimes, can be misused too. Ample privacy and security of the data should be of prime concern while treating with this data. 3) Who pays the costs of groupware deployment? Who receives the benefits? Groupware can be freeware or shareware or authoring.

Policy Issues in Mental Health Essay Example | Topics and Well Written Essays - 1250 words

Policy Issues in Mental Health - Essay Example One such issue is the mental needs of baby boomers. This is because this generation of the American population offers a Unique challenge to the American medical system, in that the system is not adequately prepared to address the mental health needs of this demographic. This can, however, be remedied with the appropriate policy implementation to ensure that Medicare is in a position to adequately contain the mental health needs of the baby boomer generation. This is because the members of these demographic are likely to suffer from mental problems like depression leading to suicides, as they advance in age (MedlinePlus, 2009). Although mental health is being recognized as a health problem in America, the Medicare system needs policy implementations, ad hoc the needs of the baby boomer generations mental health needs. Background After the WW2, The demographic of the American population that comprised of young adults had a symbolic significance to the population as the face of optimism and the nations driving force. In the modern times, however, as this generation has advanced age wise, there has been growing concerns concerning their health. This is because there are fears that the health care system is inadequate to handle the mental needs of this generation, to ensure they live healthily. The society has been slow to recognize mental health as an illness, and this has made the field lag behind as compared to the other areas in mainstream healthcare. This shortfall has been made apparent by the challenges in mental healthcare for the baby boomers. The healthcare policies that have been introduced recently have highlighted the shortage in terms of carte providers of geriatric mental health cases. Statistics on the issue collected by the Center for Disease Control and Prevention (CDC) depicted an increase in the suicide rates by 20%, among the age demographic of between 45 to 54 years, in the period between 1999 and 2005 (Conger, 2009). Though exploration into th e matter has not yielded a definite cause for this increase, the most logical hypothesis has been cited as being due to the depression affecting this demographic. Use of prescription drugs and hormone replacements to counter menopause have been proposed as possible causes (Chopvisky, 2011). Other experts have varied citing it simply portrayed the natural receding of the population numbers. White Women have a slightly higher increase than their male compatriots, with a figure of 3.9 percent increase being recorded. The increase in suicide rates was also evident across the board with minority groups also recording an upward trend in suicide cases. The complexity of the health needs with relation to their mental wellbeing is made critical by the actuality that this demographic comprises of 78 million individuals. The gravity of the situation is further reiterated with the fact that 10 million baby boomer are likely to suffer from Alzheimer cases. There are also indications that cases o f dementia have a strong prevalence among the group (Kapes, 2006). The society has tried to ensure that this generation lives comfortably, and there have been initiatives concerning this in various areas including social security and geriatric care, but there has been a shortcoming in

Prejudice And Discrimination Article Essay Example for Free

Prejudice And Discrimination Article Essay One of the most interesting places to visit in this world is India. Located in South Asia it is officially called the Republic of India. India is well-known for being the second most populous nation in the world next to China.   There are many diverse ethnic groups among the people of India. The six (6) main ethnic groups are Negrito, Proto (Australoids or Austrics), Mongoloids, Mediterranean or Dravidian, Western Brachycephals and the Nordic Aryans (â€Å"People of India,† n.d.). India is also known to be the country from which one of the world’s largest religious congregations has originated, Hinduism. Thus, â€Å"about 80% of the population is Hindu, and 14% is Muslim. Other significant religions include Christians, Sikhs, and Buddhists. There is no state religion (â€Å"India,† n.d.).† India and the large number of its population is home to a vast array of culture and people, and a distinct classification of its Hindu believing population of the structural and hierarchical classification of its own members known as the caste system.   Ã¢â‚¬Å"The caste is a closed group whose members are severely restricted in their choice of occupation and degree of social participation. Marriage outside the caste is prohibited. Social status is determined by the caste of ones birth and may only rarely be transcended† (â€Å"Caste,† n.d.). The caste system is an intricate classification of its population and many people can directly associate the said term with the â€Å"untouchables† or the Panchamas or Dalits who are the lowest ranked within the system and are tasked to perform the most menial tasks of the community (â€Å"Caste,† n.d; â€Å"Dalit,† n.d.). Even though the Constitution of the Republic of India disallows â€Å"untouchability† the caste remains to be very influential in Indian Society (â€Å"India,† n.d.). Likened to other countries or states, India is also home to its own indigenous people, one of which is the so called Adivasis or literally the original inhabitants† who comprise a substantial indigenous minority of the population of India.   These Indian tribes are also called Atavika (forest dwellers, in Sanskrit texts), Vanvasis or Girijans (hill people, e.g. by Mahatma Gandhi) (â€Å"Adivasi,† n.d.).† Together with the Dalits, the Adivasis form the most discriminated group of people in the Indian community. These groups of people are said to be constantly subjected to ridicule and shame all over India in a constant basis. A study conducted by Mayell, H. (2003) has chronicled some atrocities committed particularly against the Dalits who are historically the only   ones referred to as â€Å"untouchables† by citing that â€Å"Statistics compiled by Indias National Crime Records Bureau indicate that in the year 2000, the last year for which figures are available, 25,455 crimes were committed against Dalits. Every hour two Dalits are assaulted; every day three Dalit women are raped, two Dalits are murdered, and two Dalit homes are torched.† Furthermore, she stated that â€Å"No one believes these numbers are anywhere close to the reality of crimes committed against Dalits. Because the police, village councils, and government officials often support the caste system, which is based on the religious teachings of Hinduism, many crimes go unreported due to fear of reprisal, intimidation by police, inability to pay bribes demanded by police, or simply the knowledge that the police will do nothing (Mayell, 2003.)† The Dalits can trace its being oppressed from the fact that India being largely a country of people adhering to Hindu beliefs from which the caste system is derived, are the people who are supposed to be the untouchables or, as discussed, ranked at the lowest. As a result of this, naturally the Dalits are can be rightfully perceived and treated the way religion, tradition and history has treated them, which is sadly bordering on slavery.   However, without passing judgment, albeit being quite possibly insensitive, the plight of the Dalits can easily be viewed as part of the natural made up of the Hinduism belief from which any non-Hindu society member can not and should not question. Religiously speaking, based on the Hindu belief a Dalit is a person who has does not have any varnas. Varna refers to the Hindu belief that most humans were supposedly created from different parts of the body of the divinity Purusha. The part from which a Varna was supposedly created defines a persons social status with regards to issues such as who they can marry and which professions they could hold (â€Å"Dalit,† n.d.). For their parts, the Adivasis being the original dwellers of India had their own unique way of societal structure, culture and tradition which has like most indigenous tribes all over the world become outmoded as the modern world around them evolved. The discrimination and pitiful situation of the Adivasis are not directly rooted to Hinduism but possibly to a mix of modernization and the former. This possible mix can not be easily discounted knowing the fact that most people in India are Hindu or believers of Hinduism. It is important to stress that the Adivasis as a classification within the Indian population is not brought about or classified as such by Hinduism per se or as part of its caste system. As discussed, the Adivasis is an ethnic group who are original inhabitants of India possibly even prior to the birth of Hinduism whose culture has failed to completely cope up with the modern world. Thus, Bijoy, C. (2003) said â€Å"relegating the Adivasis to the lowest rung in the social ladder was but natural and formed the basis of social and political decision making by the largely upper caste controlled mainstream. The ancient Indian scriptures, scripted by the upper castes, also further provided legitimacy to this.† Hence, even though that the Adivasis can mostly trace their own problems from the failure of their culture and practices to conform to the modern world, as contrast to that of the Dalits, which can easily trace their own problems from its religion, the Adivasis by simply being not well-equipped enough to cope with the modern world are easily lumped together with the Dalits. As a result, together the Dalits and Adivasis form the most oppressed people in India who are more known as the untouchables. According to Tarique (2008) it is not only a struggle for dignity and self-respect that these poor groups of Indian people are fighting for. They are also engaged in the â€Å"struggle for their rights and entitlements for land, access to natural resources, livelihood, employment and to market in general. (Tarique, 2008.)† It is sad to note that these said factual happenings in a modern world such as ours are still happening.   It is but a semblance of irony knowing that the problems that these people are facing and fighting everyday are rooted to one of man’s most sacred possessions, his religious beliefs, which in itself has taught us notions of goodness and the proper way to which we should live our lives; religion, from which ideas of turning away from sin and helping one’s own fellowman being the exact cause of a structuralized system of discrimination and oppression.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Strictly speaking it is difficult to question the plight of these untouchables more so with the Dalits than the Adivasis because the former’s pitiful situation can be justified by the fact that society has adapted it as part of its religious beliefs. An outsider or any non-Hindu looking into the said situation may not have the proper perspective to look into the plight of these untouchables.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   However, it is without a doubt that when one adapts the globally accepted notion of humane treatment, the sorry plight of these untouchables more so that of the Adivasis who are clearly not directly   Hindu in origin, but more of an â€Å"accidental untouchables†, are well   below the world standards of humane treatment.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Today as the world has chosen to progress and adapt globally its own evolving norms of legal and illegal, acceptable and taboo, good or bad, the world has given more emphasis to equality among ALL MEN without qualifications based on race, gender, birth, color of skin and etc. It is without a doubt that the untouchables of India both the Dalits and Adivasis are victims of a society who have failed to progress with the times.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Adapting the global perspective and the trend to which modern world is predominantly practicing, today’s world would put any country into shame when one does not act upon or even question the sad and pitiful plight of the Dalits and the Adivasis, the so called untouchables, the accidental slaves of society, people who are as early as birth are discriminated.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In fact as already pointed out, it shall be everyone’s dream to realize and fulfill the perceived mandate of the Indian Constitution itself that outlaws this form of treatment of the so called untouchables. Perhaps only then one can give more emphasis and be prouder to claim India as a country truly rich in culture and proud history. References: Adivasi. (n.d.). Wikipedia, the free encyclopedia. Retrieved January 8, 2008, from Reference.com website: http://www.reference.com/browse/wiki/Adivasi Bijoy, C. (2003). The Adivasis of India. A History of Discrimination, Conflict and Resistance. PUCL Bulletin. Retrieved January 8, 2008, from http://www.pucl.org/Topics/Dalit-tribal/2003/adivasi.htm Caste. (n.d.). Columbia Electronic Encyclopedia. Retrieved January 8, 2008, from Reference.com website: http://www.reference.com/browse/columbia/caste Dalit. (n.d.). Wikipedia, the free encyclopedia. Retrieved January 8, 2008, from Reference.com website: http://www.reference.com/browse/wiki/Dalit India. (n.d.). Columbia Electronic Encyclopedia. Retrieved January 10, 2008, from Reference.com website: http://www.reference.com/browse/columbia/India Mayell, H. (2003). India’s â€Å"Untouchables† Face Violence, Discrimination. National Geographic News. Retrieved January 9, 2008, from http://news.nationalgeographic.com/news/2003/06/0602_030602_untouchables.html People of India. (n.d.). People of India. Retrieved January 9, 2008, from http://www.webindia123.com/india/people/people.htm Tarique (2008). Fact Finding Mission on the Violence against Dalit and Adivasis Kundahamal District. India News. Retrieved January 10, 2008, from http://www.indianmuslims.info/news/2008/jan/09/fact_finding_mission_violence_against_dalit_and_adivais_kundahamal_district.html

Freedom Of Speech And Expression Philosophy Essay

Freedom Of Speech And Expression Philosophy Essay Critically analyze the following statement, which is often attributed to Voltaire I disapprove of what you say, but I will defend to the death your right to say it. All humans live in societies. In these societies rules of behavior are very important in order for people to treat their fellow human beings equally. These rules of behavior are commonly called human rights. Human Rights are universal and thus apply to all people on the basis of being human regardless sex, race, nationality, sexual orientation, political opinion or any other status. As Michael Douglas said Human Rights for everyone is the necessary foundation upon which all of us may build a world where everybody may live in peace and serenity and plenty.   In this course of paper we are going to examine the right to freedom of expression which has seized particular importance. This will be achieved by discussing a famous quotation which is usually attributed to Voltaire; I may disapprove of what you say but I will fight to death for your right to say it. Through this quotation we are going to see and understand the importance of this valuable right in our societies. During our discussion we should always bear in mind that none of the fundamental freedoms, including freedom of expression, is absolute. Main Body Origin of the quotation To start with, although there are more ancient precedents, freedom of expression as it is known today has its basis from the period of Enlightenment. One of the philosophers and political thinkers of that period was Voltaire, a French thinker, who believed strongly in freedom of expression and was a significant contributor to Enlightenment movement. The well known phrase I may disapprove of what you say but I will fight to death for your right to say it is widely attributed to him but it cannot be found in his writings. This can be easily understood since the phrase was firstly appeared in The friends of Voltaire written by Evelyn Beatrice Hall. Hall claimed that this phrase was an epitome of Voltaires attitude and that she has paraphrased Voltaires words; Think for yourselves and let others enjoy the privilege to do so too, in his essay of Tolerance. International standards As indicated in the introduction, the importance of the free expression as a basic and valuable characteristic of democratic society cannot be underestimated. As a result the development of international human rights system which serves as a framework for freedom of expression is of particular interest. All major human rights treaties protect this right: article 10 of the European Convention of Human Rights, article 19 of international covenant on civil and political rights, article 13 of the American Convention on Human Rights and article 9 of the African Charter on Human and People Rights. Freedom of Expression and its importance As we have seen I am using freedom of expression instead of freedom of speech since I view the latter as an umbrella that incorporates the former. Freedom of expression is wider since it includes any form of communication that is capable of conveying meaning. For example behinds including words; it is used for pictures, images, sounds, non-verbal communication etc. As Michael Jackson said The meaning of life is contained in every single expression of life. In practice, freedom of expression serves many functions which are related to each other. First of all, a classic defense of the right to freedom of expression is the one that John Stuart Mill argued On Liberty in 1859. He stated that nobody has the monopoly of truthà ¢Ã¢â€š ¬Ã‚ ¦.Anyone has the right to express their views and opinions because truth is not a monopoly term. If people disagree with minoritys opinion should use counter arguments and not suppression. As it was stated in Bose Corporation v Consumers Union  [1]  freedom to speak ones mind is not only of individual liberty but also essential to the common quest for truth and the vitality of society as a whole. Generally in Europeans court of human rights case law, it has been made clear that freedom of expression is guaranteed not only with respect to popular and favorably receivable ideas or information, but also to those that offend shock or disturb. Furthermore, its vital role in ensuring democracy is undisputable and it has been recognized by scholars and judgments of international and national courts. For example In Handyside v UK  [2]  it was stated that freedom of expression in one of the essential foundations of a democratic society and one of the basic conditions for its progress and for the development of every man and woman. As Thomas Carlyle said Every human being has the right to hear what other human beings have spoken to him. It is one of the Rights of Men; a very cruel injustice if you deny it to a man. As it was also stated in Castells v Spain  [3]  it enables everyone to participate in political which is at the core of the concept of democratic society. Philosopher Alexander Meiklejohn argues that the concept of democracy is that of self government by the people. For such a system to work an informed electorate and free flow of information and ideas is necessary. If citizens are able to exercise their righ ts effectively, their wishes would be taken into account and also tyranny, corruption and ineptitude would be restrained. This can only be achieved through open discussion, exchange of opinions in which citizens can have the opportunity to consider and debate alternative ideas. Freedom of expression is important at all levels in society but most important for government. A government which does not know how and what people feel and think is in dangerous position. When criticisms of the government are freely voiced, government has the opportunity to respond to those comments and explain its actions. Thirdly, freedom of expression is an important aspect of an individuals self fulfillment which is a desirable objective. As we all know expression is tied up with humanity since what distinguishes us from animals is the ability that we have to communicate and express our feelings. So we can understand that all people must have the opportunity to express their views; wrong or right, in order to explore and develop their own personal identity. Otherwise we would not be able to be developed both morally and intellectually as individuals and this look like a restriction of our humanity. Summarizing all these, freedom of expression has two dimensions. It has the individual dimension of not to be prevented from manifesting ones own thinking, and the collective right to receive any information and to hear expression of anothers thought.  [4]  As we can understand protection of free expression is meaningless if it does not also extend to ideas and opinions that are generally not acceptable. When citizens are unable to talk to each other, they will increasingly talk against each other, and thus will increasingly misunderstand and mistrust each other.  [5]  As we have seen in many cases of the European court of Human Rights it was said that defense of offensive opinions is one of the demands of pluralism, tolerance and broadmindness without which we can not talk about democratic society. Tolerance is integral and a basic value in our societies. Protecting unpopular opinions is itself an act of tolerance. Also John Stuart Mill supported the idea that we must active ly work against the tyranny of majority opinion. The fact that majority holds an opinion does not necessarily makes it to be true. For example, regarding decision-making we have to consider range of ideas, and a decision is likely to be better if it does not underestimate opinions, interests and needs of minority. Liberals like Voltaire encourage open verbal and written debate, free flow of arguments, free press, art etc. Generally they support that only through open discourse we can learn from others and also encourage others to learn from us. If we not value toleration for unpopular opinions, then we reject our right to live in a tolerant society. As Nigel Warburton said commitment to free speech involves protecting the speech that you dont want to hear as well as the speech that you do. This means that is not enough to express what you want but also not prevent others from doing so. Freedom of Expression and its limits (briefly) However its importance, right of expression may be subjected to some restrictions for respect of rights of other or other values. As Judge Oliver Wendell Holmes stated free speech does not allow one to shout Fire in a crowded theatre. By this he meant that good ideas are those which survive the criticisms and are allowed for further development, in contrast with bad ideas which do not survive criticisms at all. Limitations for freedom of expression may follow the harm or the offence principle. John Stuart Mill introduced what is known as harm principle, stating that freedom of expression can be restricted in order to prevent harm to others. In contrast Joel Feinberg introduced offence principle, arguing that Mills harm principle does not provide sufficient protection against the wrongful behaviors of others. He suggested that some factors must be taken into account when applying his principle. Nowadays although the wording in article 10 paragraph 2 of the European Convention of Human Rights and article 19 paragraph 3 of international covenant on civil and political rights differs, the case law has proved that limitations to freedom of expression are relatively the same in both articles. Although both articles are important we are going just to see briefly the European test. Restrictions can only be applied if they meet the three-part test made by ECtHR  [6]  . Thus they must be prescribed by law, serve a specific legitimate aim and also be necessary in a democratic society. When assessing the restrictions we must always bear in mind the test of proportionality and also each countrys margin of appreciation. Conclusion To sum up all the above, we come to the conclusion that freedom of expression is important for the growth of our species. Our world is increasingly integrated, thus we have to be mature enough to understand that such integration comes with things that we may not want to see and with ideas, opinions and views that we may not like and may not want to hear. Based on the fact that freedom of expression is the most important ability of human beings, every person should have the right to express itself. As the Desmond Tutu maintained the more we recognize people as people, the more we are recognized as people ourselves; and vice versa: the more we degrade other people, the more we debase ourselves further and further away from being fully human. Generally as what Noam Chomsky has stated in the twentieth century If you believe in freedom of speech, you believe in freedom of speech for views you dont like. Stalin and Hitler, for example, were dictators in favor of speech for views they liked only. If youre in favor of freedom of speech, that means youre in favor of freedom of speech precisely for views you despise.  [7]  However we must know that although freedom of expression is a precious gift for people it must not exceeds its limits, thus why restrictions related to this right can be easily understood. After all the above analysis I would like to close, with the main theme of this paper I disapprove of what you say, but I will defend to the death your right to say it.

Measurement Of Advertising Effectiveness Across Different Media Media Essay

Measurement Of Advertising Effectiveness Across Different Media Media Essay Purpose The purpose of this study is to determine advertising effectiveness of four media. These media include both traditional media like television, radio and print and a new medium like the internet. Design/ Methodology/ Approach An online questionnaire was floated asking the respondents to evaluate the four media on eight different parameters namely, informativeness, emotions, attitude, action, attention, entertainment, irritation and deceptiveness. The results were analysed by comparison of the means using the One Way Anova and Tukey b Test, was applied to see the difference between the effectiveness of different media on the basis of the eight parameters listed above. This was followed by Terpstra Jonckheere Test to confirm our order of alternatives. Findings The study determined that different media have significant differences in their effectiveness when evaluated on the above mentioned eight parameters. According to the study, the consumers perceive television as the most effective advertising medium followed by print, internet and radio. Research Limitations/ implications Only four media were considered for the study and it measured the effectiveness of different kinds of advertisements in general. Also, the respondents belonged to the same age group. Future research can be done with more media and can be extended for a particular product and for a particular brand. Practical Implications The study can be used to determine the most effective media for advertising a particular product. Also the advertising requirements differ with the life cycle of the product. The same can be evaluated with the help of this study. Originality/ Value There have been past studies to evaluate the advertising effectiveness of different media but none of them has been particular to Indian context. Key Words advertising effectiveness, comparison between different advertising media, traditional media compared to web Paper Type Survey based research paper INTRODUCTION Media, from long, has been used by advertisers to build brands; be it television, radio, print, internet or outdoor advertising. With increasing competition and the rat race between the various sellers, it has increasingly become important for the advertisers to differentiate themselves from others, and the efficient advertising mix has a very important role to play in the effectiveness of this differentiating behaviour. Often marketers face themselves with the problem of deciding on how much to spend on advertising on the various types of media. This decision rests on the measure of effectiveness of each of these forms, which is often a tough task. For the same product, the effect of a particular media may be far different from the others. Also, the effects of these media may vary largely across the various product categories as well. Hence to reach to the optimum advertising mix its necessary for the marketers to evaluate the perceived value of each of these media on its consumers. How do viewers perceive the TV over other types of media? Is the modern media like internet more effective compared to the traditional media like TV and print? To answer these questions, the study focuses on the view, opinions and perceptions of people who are exposed to the various media. Here, in this paper, we intend to measure the perceived value of the various forms of media in the mind of consumers, and quantify this to reach to an advertising value for each of the media across a particular product category. This perception of viewers has a large role to play on the advertisers selection of various media for advertising, and allocation of the advertising budget to these media. PURPOSE OF THE STUDY Advertising on the four media which are taken into consideration for the purpose of this study namely, television, radio, print and internet have their own advantages and disadvantages. While television, radio and print are the traditional methods of advertising and have a long history behind them, internet has emerged as an advertising medium in the near past. Over the years, internet has emerged as a competitor to the traditional media and has created a niche for itself. It is however not clear from the previous studies that consumers who watch all four kinds of advertisements consider all of them equally effective or not. Also, there is a dearth of research when it comes to measuring the advertising effectiveness of the four media vis-a-vis each other in the Indian context. This study aims to fill this gap that exists. ADVERTISING ON DIFFERENT MEDIA Advertising on Television Television advertising started in United States in the year 1941. Television advertising started in India in the eighties and from then there is no looking back for this medium of advertising. Television is a commonly used medium for advertising campaigns due to its popularity and the capability to reach audiences of all ages (Edell Keller, 1989). According to the New York Times, television is to stay in India. It has seen a phenomenal growth in the past and will continue to grow. There are been a 20 percent increase in the number of homes with televisions. It has increased from 88 million in 2000 to 105 million in the year 2009. There has been a 21 percent increase in the advertising spending on Indian television from the year 1995 to 2005. Spending on television advertising reached $1.6 billion in the year 2005. Television has several advantages over other medium. The reach of television is much wider than that of other advertising media like print and it does so in a shorter duration of time. Also, television has multiple communication appeal as it uses both hearing and vision. Â  By appealing to both senses a TV advertiser can use these to reinforce each other. Television as an advertising medium has its own set of disadvantages. The cost of advertising is much higher for television as compared to other forms of media considered here. Also, if the advertisement is not intrusive enough it may fail to capture the attention of the audience. In addition to this the number of advertisements which fight for the coveted time slots on television may add to the clutter and may not help in reinforcing the belief of the customer. Advertising on Radio Advertising on radio started in the early 1920s, when the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. These days radio is no longer considered to be an attractive means of advertising. Radio, an old- fashioned medium existing in the shadow of high tech boom of internet advertising and cable TV, is not considered lucrative anymore (Joachim Jean C., 1999). Though radio ads have decreased in popularity but still it is widely used as an advertising medium because of the benefits it provides. The key advantage of radio advertising is its cost effectiveness as compared to other media like television. The advantages of radio advertising are low production costs and selectivity in reaching segments of audiences homogeneous in demographics or lifestyles (McDonald, 1998; Roberts Berger, 1989). Also, radio has a wider reach in terms of the number of audience covered vis a vis television or internet. Radio advertisement has the disadvantage of being ephemeral, since the consumer can only hear the ad, it becomes very necessary to have an ad which is highly attention grabbing. Also, due to smaller coveted slots, cluttering of ads may happen. Apart from this, the decrease in the popularity of the medium has made radio advertising less sought after. Print advertising is one of the oldest modes of advertising. With the advent of radio, television and internet, print advertising has lost its lustre. Due to the advantage that print medium has on the cost front, it is still the most sought after advertising medium for small, local businesses. Print medium has a very wide reach and it proves to be very cost effective. The advertisement can reach different segments in a wide geographic region. The people can refer to the ads multiple times and therefore it has the desired permanence. The biggest limitation of print is that the ad has to compete for the attention of the reader. In the limited space that the medium provides, the ads may just get lost in the clutter. In addition to this, more and more people are now switching to online versions of magazines and newspapers. So the traditional print medium is losing its charm .Advertising on the Internet Advertising on the internet started in the year 1994 when Wired magazine came up with its commercial web magazine which was the first of its kind. With this online magazine started the era of of advertising on the Internet. Since then, advertising on the Internet has increased rapidly, mainly due to an astronomical growth in Web traffic. But with this increase in the web traffic clutter over the internet has increased manifolds. The internet has many advantages over the traditional forms of media, the most prominent of them being the cost. The cost incurred is a fraction of the cost which will be paid for a similar ad on television. Another advantage of Internet advertising is that it provides a medium to buy the product as well. No other media offers this flexibility. As with other advertising media clutter is an issue, as competition for Web users becomes more intense. Also, the frequency of pop up ads can cause irritation in the consumer. Apart from this the rate of usage of internet is really an issue especially in developing countries like India and this makes internet advertising less popular. LITERATURE REVIEW AND HYPOTHESIS Advertising Effectiveness as defined by Ducoffe is a subjective evaluation of the relative worth or utility of advertising to consumers. Ducoffe, in his study, suggested media mix has an important role to play in advertising effectiveness. In his research, the respondents were asked to rank different media in terms of their role in advertising. Consumers ranked television the top labelling it the most valuable source, followed by print media, direct mail and radio; web was placed at bottom. As per previous studies, consumers consider newspapers to be most effective in informativeness, reliability and credibility whereas television and radio rate lower on these attributes. Comparision of Traditional Media with Web With internet emerging as an effective media of advertising, a synergy in advertising through various media forms can be achieved by integrating internet with other media to achieve companys objectives. Leong et al [1998], in his study, suggested that though internet is different from other media, it can be used to complement other media. Many researchers [Negroponte-1995] are of the view that TV viewing would become obsolete in certain time with computer activities replacing it in a large way. But at the same time, there are many that do not support the replacement view [Coffey and Stripp-1997]. They do agree with TV popularity decreasing to some extent but expect it to still remain a popular activity. As per Kanso and Nelson [2004], various media can be integrated to serve the purpose, thereby enticing customers to the product/ brand. A similar study by Chang and Thorson [2004] show the combined effect of advertising on various media viz. traditional and web is far superior compared to repeated advertising on individual mediums. As per the survey carried out till date, there does not seem any paper which provides a complete comprehensive comparative analysis of different forms of media. Gap in extant literature The study by Ducoffe presents the results of a survey focussing on the perceived value of web advertising vis-Ã  -vis other media. To understand what makes advertising effective, Ducoffe identified the dimensions of advertising which include informativeness, irritation, deceptiveness and entertainment. But this study was limited to comparing traditional media and web advertising and also excluded parameters like degree of information dissemination and emotional effects. Though Leong et al did provide few parameters like attention, emotions, precipitating action and attitude to find out the advertising value of a particular media, but the study was limited to comparing the internet advertising to traditional media. Also, most of the researches carried out so far miss on the point that the respondents chosen should be exposed to these various media so that their responses reflect the true effectiveness of media. We intend to choose those exposed to all the various media forms as our respondent base. This effectiveness varies across the various product categories, their phase in the product life cycle, the demographics of the target group, and hence cannot be generalized. Hence, we intend to carry this research so as to keep these extraneous variables constant and can later be easily replicated across all the categories. THEORETICAL BASES DERIVATION OF FOR THE HYPOTHESIS Figure 1: Application Model The hypothesis has been derived separately for each of the eight parameters, discussed above, and is described below stating all bases for the derivation of each. Informativeness According to the information gathered about informativeness of the various media, internet ads are the most informative, followed by print, television and radio.[Leong, 1998] This fact seems to be correct as the information available about a product/service is very expansive on the internet, due to links provided that help the user gain unending information. This is closely followed by print ads that contain extensive information printed about the product, due to the availability of space. Television and radio provide lesser information, due to the expensive per second rates. Television is more informative than radio due to the visual aid available. Hypothesis 1 The level of informativeness of advertisements varies significantly across the various forms of media, with internet ads being the most informative, followed by print media, television and radio in this order. Attention This section shows how engaging and interactive the media is. Again, television and radio score high on this factor, due to their audio-visual and audio aid respectively. This is followed by print and internet. Print, due to its direct impact in a newspaper or a magazine ranks next in this regard followed by internet ads which might not be that engaging for the user. Hypothesis 2 The level of attention of advertisements varies significantly across the various forms of media, with television ads being the most attention seeking, radio, print media, and internet in this order. Emotions According to Nielson, the internet is a more rational medium, while the television is an emotional medium. Thus, television rates high on the emotional factor, followed by radio and print, with internet being the least emotional, due to least interactiveness of the medium and it being the most informative. Hypothesis 3 The level of emotions of advertisements varies significantly across the various forms of media, with television ads being the most emotional, followed by radio, print media and internet in this order. Precipitating Action Persuasion is an action that drives a user towards purchasing the product. Internet purchasing is the most popular and is significantly higher than telemarketing. Internet is followed by print in precipitating action. Print media seems to influence people towards buying a product due to the informative nature of the medium. Radio is the least persuasive in this regard as radio just provides a recall for the product. Hypothesis 4 The level of precipitating action of advertisements varies significantly across the various forms of media, with internet ads having the most precipitating action, followed by print media, television and radio in this order. Attitude Attitude defines the degree to which advertisements are able to change the beliefs/attitudes of people towards the product or the brand. This would affect the final buying decision of the product or service. The order for this factor ranges from television, print, internet and radio from most effective to least effective in changing attitude. Hypothesis 5 The level of attitude of advertisements varies significantly across the various forms of media, with television ads being the most attitudes changing, followed by print media, internet and radio in this order. Entertainment According to the information gathered about entertainment, television ads come out to be the most effective, followed by radio, print and internet. [Larkin] Television tops the list due to the audio visual effects present. This is followed by radio. The print media shows the entertainment factor through its creative designs and catchy print messages. The internet is considered to be a rational medium providing clear information without the frills. Hypothesis 6 The level of entertainment of advertisements varies significantly across the various forms of media, with television ads being the most entertaining, followed by radio, print and internet in this order. Irritation Advertising effectiveness depends on the users receptiveness towards an ad, and on their attitude towards advertising. Non relevant ads on TV, in newspapers and on the radio are perceived as inevitable by consumers; on the Internet, they are considered to be a nuisance. Television and radio ads are considered irritating due to the disturbance they cause during normal TV or radio screening. Print media ads are considered least irritating as they do not hinder normal operation of a newspaper or a magazine. Hypothesis 7 The level of irritation of advertisements varies significantly across the various forms of media, with internet ads being the most irritating, followed by television, radio and print media in this order. Deceptiveness Another important factor to calculate effectiveness of a medium is to measure the credibility of the medium. According to our research about the subject [Larkin], television ads seem to be to the most deceiving because of the lower airing time, thus the effect could be deceptive and important facts about the product are left out. This is followed by radio and print, with internet being the least deceptive due to the depth of information present on the internet. Hypothesis 8 The level of deceptiveness of advertisements varies significantly across the various forms of media, with television ads being the most deceiving, followed by radio, print media, and internet in this order. Overall Perception The overall perception of advertising media effectiveness has been taken to get an overall picture of the effectiveness. Hypothesis 9 On general/overall perception of the customer, television is the most effective, followed by print media, radio and internet in this order. METHODOLOGY Scale Development The scale items were adopted from Ducoffe [1996] and Leong et al [1998]. A total of 17 statements were used for the proposed scale. A 5-interval scale ranging from strongly agree to strongly disagree was used to measure the response to each item. The respondents were given special instructions to not get biased towards a particular advertisement, brand or a product, rather evaluate each media as a whole. The internal reliability score was measured using Cronbachs alpha. The coefficient alpha reliability indicates that the items in each scale are significantly high above 0.7, except for Deceptiveness and Irritation. Though the value of alpha is not significantly low, this lower value is approximately equal to 0.6 which is close to the acceptable value. The instrument thus used was a 17-item scale, with eight underlying factors viz. informativeness, attention, emotion, precipitating action, attitude, entertainment, irritation and deceptiveness. The results were analysed by comparison of the means using the One Way Anova and Tukey b Test, was applied to see the difference between the effectiveness of different media on the basis of the eight parameters listed above. This was followed by Terpstra Jonckheere Test to confirm our order of alternatives. The scale items are listed below- Table 1: Scale Items Respondents Our survey was taken by 106 respondents in the age group of 18-30 years. Considering the kind of research we were conducting, only those people who had been exposed to all the four media viz. TV, Radio, Print and Internet were chosen to take our survey. Respondents were also asked to rank various media in terms of effectiveness with 1 assigned to the most effective medium and 4 to the least. RESULTS Result 1: Informativeness The level of informativeness varies significantly across different media, with respondents rating radio as the least informative. Though respondents consider internet most informative, followed by print and television, the tests reveal that the difference between this three different media is not significant enough to be considered. This is consistent with our hypothesis. Result 2: Attention The level of attention varies significantly across various media with respondents rating radio to have the least level of attention. Though respondents consider television the most attention catching, followed by print and internet, the tests reveal that the difference is not significant in the case of internet and print media, thus might not be considered. This result is slightly different than our hypothesis, according to which internet had the least level of attention. The reason for such a difference could be the difference in times from when the article was written and when the survey was taken. Table 2 : Reactions to Advertising on Various Media Measurement Model Means Scale Relia-bility Signi-ficance Level TV Radio Print Internet Informativeness 3.512 3.031 3.742 3.746 0.698 0.000 Ads provide relevant product information. 3.717 3.160 4.123 3.840 Ads are sources of up-to-date product info. 4.038 3.425 3.934 4.105 Ads supply complete product information. 2.783 2.509 3.170 3.330 Attention 4.344 2.986 3.642 3.524 0.768 0.000 Ads are attractive/eye-catching. 4.434 2.698 3.745 3.651 Ads are effective in producing engaging messages 4.255 3.274 3.538 3.396 Emotions 3.778 2.835 2.901 2.651 0.543 0.000 Ads give details about the product, but do not stimulate emotions* (Negative Question) 2.264 3.047 3.189 3.359 I am touched by ads. 3.821 2.717 2.991 2.660 Precipitating Action 3.953 2.698 3.755 3.255 0.737 0.000 I have thought of buying an advertised product after watching the ad. 3.953 2.698 3.755 3.255 Attitude 4.118 3.340 3.717 3.481 0.737 0.000 Ads help people change their attitude towards the brand/company. 4.170 3.349 3.821 3.547 Ads help people change their beliefs related to the product. 4.066 3.330 3.613 3.415 Entertainment 4.335 3.151 3.340 3.288 0.762 0.000 Ads are enjoyable 4.245 3.255 3.330 3.179 Ads are exciting 4.425 3.047 3.349 3.396 Irritation 2.871 2.988 2.522 3.006 0.573 0.000 Ads insult peoples intelligence 2.755 2.623 2.472 2.566 Ads are annoying 3.076 3.528 2.585 3.585 Ads are confusing 2.783 2.811 2.509 2.868 Deceptiveness 3.698 3.590 3.349 3.590 0.561 0.010 Ads lie 3.660 3.406 3.330 3.613 Important facts about the products are left out of the ads 3.736 3.774 3.368 3.566 Mean responses to the item, n=106 (1 = Strongly Disagree, 5 = Strongly Agree) * Significant at 5% level of significance ** Cronbachs Alpha Reliability Test was used Table 3 : Terpstra Jonckheere Test for ordered Alternatives HYPOTHESIS TESTING PARAMETERS HYPOTHESIS Rank of different Media [from highest to lowest] T-J Statistic* Sig. 1 Informativeness Internet >Print >TV >Radio 7.269 0.000 2 Entertainment TV >Radio >Print >Internet 7.254 0.000 3 Irritation Internet >TV >Radio >Print 4.043 0.000 4 Deceptiveness TV >Radio >Print >Internet 1.768 0.077 5 Attention TV >Radio >Print >Internet 4.495 0.000 6 Emotions TV >Radio >Print >Internet 8.340 0.000 7 Precipitating Action Internet >Print >TV >Radio 3.161 0.002 8 Attitude TV >Print >Internet >Radio 7.536 0.000 FINDINGS TESTING PARAMETERS FINDINGS Rank of different Media [from highest to lowest] T-J Statistic* Sig. 1 Informativeness Internet >Print >TV >Radio 7.269 0.000 2 Entertainment TV >Print >Internet >Radio 8.963 0.000 3 Irritation Internet >Radio >TV >Print 4.889 0.000 4 Deceptiveness TV >Internet >Radio >Print 3.049 0.000 5 Attention TV >Print >Internet >Radio 10.386 0.000 6 Emotions TV >Print >Radio >Internet 8.595 0.000 7 Precipitating Action TV >Print >Internet >Radio 9.697 0.000 8 Attitude TV >Print >Internet >Radio 7.536 0.000 * Significant at 5% level of significance After having performed Tukey-Bs test to check which particular medium differs significantly from others, : Terpstra Jonckheere Test for ordered Alternatives was performed tovalidate the prescribed order of mediums as suggested by the hypothesis and key findings. These results were in conformance with those obtained by the Tukey B test. Result 3: Emotions The level of emotion varies significantly across the different media, with respondents rating television to have the greatest level of emotion. This was followed by radio and print in the same order, although the tests revealed that this difference is not significant enough to be considered. Internet was considered to have the least emotion. Our hypothesis is quite similar to the result, with only difference between radio and print. This could be due to the latest trend of social messages in print advertisements. Result 4: Precipitating Action The level of precipitating action varies significantly across the different media with respondents rating radio to have the least level of precipitating action followed by internet. Though respondents consider television to have the most precipitating action, followed by print media, the tests reveal that this difference is not significant enough to be considered. This result is significantly different than our hypothesis according to which internet has the most precipitating action, followed by print, television and radio. This could be due to the increasing popularity of telemarketing in the current times. Result 5: Attitude The level of attitude varies significantly across the different media with respondents rating radio to have the least level of attitude and television to have the most. Though respondents consider internet and print to follow television, the tests reveal that this difference between internet and print is not significant enough to be considered. This is similar to our hypothesis. Result 6: Entertainment The level of entertainment varies significantly across the different media, with respondents rating television as the most entertaining. This was followed by internet and print, although the tests reveal that this difference is not significant enough to be considered. Radio was found to be least entertaining The only difference in the result from the hypothesis is the position of radio which according to the hypothesis is the second most entertaining after television. This change could be attributed again to the changing times, where radio advertising has taken a back seat in comparison to the print and internet media. Result 7: Irritation The level of irritation varies significantly across the different media, with respondents rating print as the least irritating. Though respondents consider internet most irritating, followed by radio and television, the tests reveal that this difference is not significant enough to be considered. The hypothesis also yields the same result. Results 8: Deceptiveness The level of deceptiveness varies significantly across various media, with respondents rating print as the least deceptive, but the tests reveal that the difference in print, internet and radio are not significant enough to be considered. Though respondents consider television most deceptive, followed by internet and radio, the tests reveal that this difference is not significant enough to be considered. The hypothesis is same for the most deceptive media, but according to the hypothesis, internet is least deceptive. Result 9: Overall Perception Table 4 :Mean rankings of various media Media Mean Rankings Television 1.3208 Print 2.4906 Internet 2.8113 Radio <

Alger Hiss Spy Case :: essays research papers

The Alger Hiss Spy Case   Ã‚  Ã‚  Ã‚  Ã‚  During the late nineteen forties, a new anti-Communistic chase was in full holler, this being the one of the most active Cold War fronts at home. Many panic-stricken citizens feared that Communist spies were undermining the government and treacherously misdirecting foreign policy. The attorney general planned a list of ninety supposedly disloyal organizations, none of which was given the right to prove its loyalty to the United States. The Loyalty Review Board investigated more than three million employees that caused a nation wide security conscious. Later, individual states began ferreting out Communist spies in their area. Now, Americans cannot continue to enjoy traditional freedoms in the face of a ruthless international conspiracy known as the Soviet Communism. In 1949, eleven accused Communists were brought before a New York jury for abusing the Smith Act of 1940, which prohibited conspiring to teach the violent overthrow of the government. The eleven Commun ist leaders were convicted and sentenced to prison. In 1950, Alger Hiss, formerly an employee of the Department of State, was convicted of perjury. Born in November 11, 1904, he grew up shabby-genteel in Baltimore, Maryland. Lean and boyishly handsome, Hiss was a graduate of Johns Hopkins University and of Harvard Law School and was a law clerk to the Supreme Court Justice, Felix Frankfurter and later a clerk for Associate justice Oliver Wendell Holmes. In 1933, he worked for law firms in Boston and on Wall Street, joined Roosevelt ¡Ã‚ ¦s administration, and worked in several areas, including the Agricultural Adjustment Administration, the Nye Committee, the Justice Department, and, starting in 1936, the State Department. In the summer of 1944 he was a staff member at the Dumbarton Oaks Conference, which created the blueprint for the organization that became the United Nations. By 1945, he was an adviser to Franklin Roosevelt at the Yalta Conference as well as to Joseph Stalin, and Winston Churchill. Later that year, Hiss served as acting the temporary secretary general at the San Francisco assembly that created the United Nations. In 1947, John Foster Dulles, Chairman of the board of Trustees of the Carnegie Endowment for International Peace, asked Hiss to become that organization ¡Ã‚ ¦s president. Hiss was more than a bright young bureaucrat. While working by day on Wall Street, he was active by night in the International Juridical Association, an alleged communist-front lawyers ¡Ã‚ ¦ organization. As early as 1942, the Federal Bureau of Investigations received warnings that Hiss was probably a Soviet agent.

frost bite :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Frostbite occurs when skin tissue and blood vessels are damaged from exposure to temperatures below 32 degrees fahrenheit. It mostly affects the toes, fingers, earlobes, chin, cheeks and nose, body parts which are often left uncovered in cold temperatures. Frostbite can occur rapidly or gradually, depending on the temperature conditions and how long it is exposed.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Frostbite has three stages. They are frostnip, superficial frostbite, and deep frostbite. Frostnip occurs when you have this pins and needles sensation and the skin turning very white and soft. This stage has no permanent damage and may be reversed by soaking in warm water or breathing warm breath on the affected area.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Superficial frostbite is the stage of frostbite when blistering occurs. the skin feels numb, waxy, and frozen. There are ice crystals that form in the skin cells and the rest of the skin remains flexible.   Ã‚  Ã‚  Ã‚  Ã‚  Deep frostbite is the most serious stage of frostbite. The blood vessels, muscles, tendons, nerves, and bone all may be frozen. This stage leads to permanent damage, blood clots and gangrene, in severe cases. You have no feeling in the affected area and there usually isn't any blistering. Serious infections and loss of lims accur frequently when frostbite reaches this stage of its development. However, even in deep frostbite, frozen lims may be saved if medical attention is obtained as soon as possible.   Ã‚  Ã‚  Ã‚  Ã‚  If you are in a situation where a patient can't be transported to a hospital immediately, the following rewarming techniques may help until reaching an emergency facility.   Ã‚  Ã‚  Ã‚  Ã‚  - Bring them indoors as soon as possible.   Ã‚  Ã‚  Ã‚  Ã‚  - Apply warm towels or immerse the area in circulating warm water for twenty minutes. However DO NOT   Ã‚  Ã‚  Ã‚  Ã‚   rub or use hot water.   Ã‚  Ã‚  Ã‚  Ã‚  - Do not hold the area near fire since the area may be burned due to the reduced feeling in the area.   Ã‚  Ã‚  Ã‚  Ã‚  - Offer the patient warm coffee or tea, but never alcohol.   Ã‚  Ã‚  Ã‚  Ã‚  - Keep the affected area raised.   Ã‚  Ã‚  Ã‚  Ã‚  After re-warming, a superficial frostbite will reddon and become painful as circulation resumes in the area. Blisters are likely to form within 24 hours.   Ã‚  Ã‚  Ã‚  Ã‚  While a frostbite injury is healing, do the following:   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  - Avoid infection by leaving the blisters alone.   Ã‚  Ã‚  Ã‚  Ã‚  - Watch for signs of infection such as redness, swelling, fever, oozing pus, and red streaks on skin.   Ã‚  Ã‚  Ã‚  Ã‚  - Take all prescribed medications.   Ã‚  Ã‚  Ã‚  Ã‚  - Don't expose the affected area to cold temperatures until cleared to do so by a physician.