Goody Proctor Essay Example for Free

Goody Proctor Essay He asked the question in such surprise and disgust, the author has been very extreme in many every day situations that we would think ordinary, another example is, Martha my wife. I have waked at night many a time and found her in a corner, reading a book. Now what do you make of that this tells us how the people of Salem cry witchcraft at anyone different, that something so ordinary to us may be deemed evil to another. Arthur Miller shows us how different there morals lie and this in turn contributes to our understanding of how Abigail lets things spiral so far out of control. When realizing the cultural difference and conversely the vast similarities that, though sometimes unnoticed, effected both the McCarthy trials and correspondingly us today; it makes the reader draw detections from there own lives and feel empathy for the characters and there unfortunate circumstances. The puritan rules add to the hysteria, as it makes simple life choices so dramatic, Marriage is a main pillar of the puritan lifestyle an example of how marriage becomes more imperative is shows this is the name goody this is the name given to puritans who are married. This shows us that to puritans class married women above others. In puritan realign one is not considered an adult until they are married, this also puts pressure on children to find a husband, this status is shown in an argument between john Procter and Marry Warren Ill whip the devil out of you go to bed -Ill not be ordered to bed any more, Mr. Procter! I am eighteen and a woman, however single. Marry Warren is generally a timid charter but she wants to be classed as a women despite the fact she is not married and because of that she is forced to speak out. This quote shows that a The whole of the puritan lifestyle in focused on marriage and church, both of which Abigail is tampering with, and to understand part of the reason as to why the people of Salem were so distort over whelmed and bewildered at how to cope with the accusation of witchcraft is that puritan people live a sheltered life restricted by the enforcers of there realign. An example of this is uncle we did dance Ill be whipped if I must to our modern day society and people in the 1950s this would seem outrageous and over barring that they want to control your life, but author miller is drawing links between capitalism and Puritanism, both trying to control peoples idea and way of life. It proves that the majority of people believe in what there told by there elected authority, capitalists say communism is bad; they then go round destroying the lifes of those who challenge them. In Salem they say all you must have in your life is church and marriage people that try a devoid from their rules e. g.  supposed whichs, were prosecuted and eventually killed. But there comes a point where a person must stand up for what is clearly and ethically wrong, in the McCarthy trial it was Arthur miller through writing this play, and in Slam it was john Procter, the protagonist in this tragedy, the main character, author millers own creation. The author perceptively wrote Abigails fictional self based on that of a real person, whose identity adds to the depth of the character; a young girl named Abigail Williams, aged 10 in the McCarthy trials was Arthur Millers foundation for the fictional character that was later formed. At first the most noticeable feature is there difference in age however when looking at the fictional Abigail Williams immaturity insinuates this make them more similar than first perceived this is shown in the quote [with a flash of anger]: How do you call me child this shows her irrational unstable emotions and insecurities and as a result her actions make her seemingly more childlike as she seems to be oblivious to the damage she causes throughout Salem. This is also displayed in the way she talks to her friends an example is in the quote I say shut it, Marry Warren! this demonstrate how immaturely and impatiently she deals with people. Another example is though the way she talks to the reverend about others Its a bitter woman, a lying, cold sniveling woman Goody Proctor is a gossiping liar! she is talking to her uncle a senior and supposedly respected family member refer more a man of highest authority within Salem. Yet despite this fact she is still rude, unforgiving and disrespectful whilst in the presence of a man of the church Abigail doesnt refer to her as a person with feelings rather uses the words, its and woman. Moreover she uses lying, cold and sniveling, three descriptive words to emphasize her point, this repetitive technique is a demonstration of how grammar and techniques like this contribute to her subtle yet calculated persuasion. Finally even the grand judge of the court Danforth, if you make me answer that question I shall leave and never come back! this show that even when the truth is shown she is so stubborn that she will deny it until she is blue in face, even when she is about to be proved wrong she stands her ground as she cannot handle anyone challenging her self authority like a child having a temper tantrum. Abigail is determined in her will to acquire john Procter so much so she comes across as spoilt and stubborn. This is shown in the quote you love me John Procter an what ever sin it is you love me yet This childlike character trait is very important as her stubborn and irrational ideas are what drive her to continue accusing witches. Abigails sharp mind helps her convincing overpower the people around her. The other girls look up to Abby, she is always sure in herself insert quote this makes them idolize her and consequently this prompts the girls do what she wants, an example of this is said by one of the girls Marry Warren whatll we do? The whole countrys talking witchcraft! Theyll be calling us witches Abby this show that they confide an trust her, she uses Abigail informal name Abby this suggest she sees Abigail as a friend, this is supported as they turn to her for advice as she seems more mature, but her scheming mind uses this admiration to force them to do as she demands. Her controlling nature is also apparent in the quote Betty? Now Betty dear wake up now. Its Abigail. Ill beat you Betty! My you seem to be improving shes uses a rage of different devices to suit the target audience, in this case Betty is a small child, and so she plays on her dependence on Abigail, by instilling fear this is done through using changes in approach such as variations of tone at first gentle then angry and then comforting, she even resorts to threats till she gets her to talk, she takes the audience through emotional ride with unexpected twists this makes her good not just as a fascinating character but as a device on stage. Secondly innocent people within the village, I wrote in his book; I go back to Jesus; I kiss his hand. I saw Sarah good with e the devil! I saw goody Osborn with the devil! I saw Bridget bishop with the devil! this also shows she has no remorse as she continually accuses and as a results has them killed. Thirdly Abigail is clever this adds to her manipulation she works out how to get around people, a quote which shows this is, we danced that is all breathe a word about the other things, and I will come to you in the black of some terrible night and however although Abigail sees her self in a higher status to the other girls and as such comfortable in making them experience weakness so they feel reliance upon her. Arthur miller wrote the Crucible as a Tragedy this adds to the drama created by the charters, as we know they are destined for a disastrous and untimely end. The author has included typical themes used in a tragedy. Firstly he is describing the downfall of a great man in this case john Procter. What makes him grate is that he is the only person that sees through the high courts for what they really are however he gave in to temptation insert quote about john sleeping with Abigail this quote tells us his hubris, his weakness it was that he lusted after Abigail and committed adultery. She is his weakness an as such is a hamartia, the person that causes the downfall of the protagonist. Abigails importance as a hamartia is so vital to the play, so much if she hadnt of slept with john, the chain of events that led to his death and the many others in the witch trials, wouldnt have happened. Consequently its Abigails lust for john that causes her to go to the woods, that starts the witchcraft suspicions that Abigail uses to her vindictive advantage. The start of the Salem witch trial was initiation by Abigail Williams, with the soul purpose of accusing Elizabeth and gets her killed. She did this because she is assumed with love for john and wants to believe her feelings arent unrequited, give me a word, john. A soft word. (Her concentrated smile and desire destroys his smile) the remembrance of the affair makes john uncomfortable and unhappy, this shows that where as Abigail is still hopeful, shown through concentrated desire those words show us how unrelenting her love is, she is desperately searching for some reassurance that her feelings are not unrequited. However Abigail says you loved me, john proctor, and whatever sin it is, you love me yet! this shows us how insecure she is, that she tries to convince someone to love her, and by saying it out loud shes almost trying to convince herself. This unrequited love makes us feel sorry for Abigail as shes desperately trying to make excuses for him. In his quote she says loving her is a sin, this is an important in the puritan lives, as they are meant live for god. If she is a sin it is understandable that he does not show his feelings for her.

The History of the Welfare State

The History of the Welfare State In 1942 William Beveridge published his report on Social Insurance and Allied Services. The report instantly became a best seller of all time. The report was based on eliminating poverty and it has subsequently come to be considered as the blueprint of the welfare state. The Beveridge Report was identified as the core of wartime social transformation. It became very significant at a time when unemployment was at an ultimate high, the report was seen by many people the light at the end of the tunnel of war, and as a promise of social justice for the post war world. (Gladstone, 1999. p39) Beveridge was asked to write a detailed report on how to improve the existing national schemes of social insurance and allied services. The report was built on defeating Want. But Want was only one of the five giants on the road to reconstruction. The others were Disease, Ignorance, Squalor and Idleness. His recommendations of the system on social insurance were to rectify the poor conditions of post- war Britain and it was an attack solely upon Want which would remove poverty. This essay will look at what are the main features of The Beveridge Report and why they were significant. It will also examine whether the report realistically attempted to tackle all the so-called five giants which is mentioned in the report. The main feature of the report was based on a scheme of social insurance- that is, a system of insurance in which risks are pooled within the community, so that individuals are able to pay flat-rate contributions sand receive flat-rate benefits regardless of the extent to which they are liable to be in need of those benefits. (Hill, 1990, p28) The plan for social security was to eradicate want but in order for this to be achieved there must be co-operation between the state and the individual. Bevereidge said that the state should offer security for service and contribution; by this the state should consider the need for a national minimum, which should provide individuals with the minimum for himself and his family to live on. However, he stated that this minimum should be given as of right and not means tested, so that individuals can build upon it freely. (Timmins, 2001, p23) Taking social insurance as the base of the report, Beveridge boldly made three assumptions which were to m ake it work; a universal scheme of family allowances, a comprehensive national health service, which was financed by taxation and the maintenance of employment. The first two assumptions were part of the insurance scheme of social security, and was the most expensive prerequisites. The third assumption worked two ways; it maximized the number of contributors and minimized the number of people claiming benefits. Beveridges main investigation into social security was to reform all social services and provide a minimum of subsistence and care for the whole population. He believed that to eradicate poverty a reform of national insurance was vital and this can be achieved by provision of benefits and services. His proposal for social insurance and minimum subsistence was supplemented by private and voluntary means. (Thane, 1996, p232) The universal scheme was split into six groups and it was designed to cover people in actual or potential need. He defined these groups as: employees, self-employed, housewifes, those below and above working age, the sick and disable and others of working age fit to work. (Lowe, 2005, p141) Housewives were particularly a difficult group to cover, and this will be discussed further later. The people who fall into these groups should receive the following benefits: unemployment and sickness benefits, disability benefit which also covered injuries at work, maternity g rants and widow benefits, funeral benefits, family allowances and retirement pensions. However, even though this system of social insurance (which was later changed to national insurance) was there to provide subsistence-levels of adequate benefits, Beveridge knew there might be other circumstances where it would not be enough, and he therefore recommended another system of social assistance.(which was also later changed to national assistance) This scheme would work through means test to provide for people whose needs were not met by national insurance. People who qualify for national assistance, for example are disabled people, deserted or separated wives and men who refused to take on work when it is offered to them. The need for assistance could arise for reasons of sickness which meant they were not able to work and get into the labour market. This could be because a person has abnormal needs of diet or care. Along with Beveridges proposal for national insurance and national assistance, he also proposed family allowances. This proposal came from a post-war issue of child poverty and low wages being paid to people who have large families. He said that family allowances were an essential part of an adequate social security system. The idea of family allowances had already been proposed by other economists such as Keynes. Beveridge insisted on family allowances to be non-contributory and financed through general taxation, for it would be too much for people who have large families and low wages to make contributions. This would cause a great burden on employment. He proposed that 8s should be paid to every dependent child except the first. However, the government was reluctant to pay 8s because it exceeded the limit given by the Treasury, so in 1945 the Family Allowances was introduced at a rate of 5s. Beveridges second major assumption was comprehensive health and rehabilitation service which was to cure disease and help workers get back to work when they are sick, and make them available for work when it is offered. This would also prevent the reasons for unemployment and poverty. This service is to be available for all members of the community and free at the point of consumption. This service was not based on national insurance contributions but funded by taxation. There had already been deliberation before the Beveridge Report was published on making a comprehensive, free medical service, but the Beveridge Report got the government engaged into this more and in 1946 the National Health Service (NHS) was introduced. Before the NHS was introduced, medical services in Britain were not fulfilling the needs of people and the service was very poor. One of Beveridges five giants was Disease and the road to reconstruction was to tackle this post-war crisis, and by making the proposal of introducing the NHS which is free for everyone was an attempt to tackle Disease. His third assumption was maintenance of full employment. Beveridge said that unemployment is a crucial problem which needs to be solved and without change, social improvement was impossible. (Thane, 1996, p239) In his Report he defined the need to avoid mass unemployment by keeping the rate of unemployment at an average of no more than 8 and a half per cent. However, by the end of the Second World War and the mid 1970s the unemployment rate was accomplished and what in fact happened was that the unemployment rate fell below 8 and a half per cent that Beveridge had suggested. (Hill, 1990, p30) In the report he based his assumption that full time employment will be achieved, which in theory would tackle idleness. As mentioned before the report on Social Insurance and Allied Services was particularly aimed at proposing a set of recommendations for setting up a system of social insurance, which will be mainly an attack on the giant Want. However, the other giants were also briefly mentioned in the report, but not to a great extent. After World War Two people had no houses to come back to, and the education system was failing terribly, there was an increase in poverty, unemployment and no adequate health care was available. To fight the five giants he gave a vital kick to start the programmes that he thought could give freedom not only from want, but the others too. The report in practice does not mention education to a great deal or detail apart from his trumpet call for the attack on Ignorance. Nor does he talk about Squalor in detail, which involves providing houses. This is due to the fact that Beveridge struggled over how to handle rents within the social security. (Timmins, 2001, p24) He p roposed a comprehensive national health service which was to tackle Disease, but that is debatable as a free medical care would not only prevent disease but it would reduce poverty which will attack Want, so this linked into his main idea of his report. However, the creation of the NHS would cause problems on economic grounds as it was very expensive to run a free medical service at the point of use. Beveridges attack on Idleness was to provide high levels of full time employment. This attack on the five giants is linked with Want, as not having a job creates poverty, which then means people have to depend upon benefits, and to make the social security system work there needs to be more people in employment and less people claiming benefits. This is why Beveridge described the course of arguing a full employment was a prerequisite of an adequate system of social security. (Brown, 1995, p84) Looking at the five giants that Beveridge said must be attacked in order to change post-war B ritain; he did not mention the other five giants in too much detail as he did with defeating Want. He therefore did not realistically attempt to tackle all the five giants, and lets be honest even Beveridge could not stretch his terms of reference that far. It was hard enough trying to implement his main proposals of social insurance, so if he aimed his report on defeating all the giants then nothing probably would have come of it and it would not have been as successful as it was. We have established that the main features of the Beveridge Report which are a set of recommendations for the setting up of a system of social insurance. The crucial elements of Beveridges proposals were that everyone was included; they were covered from the cradle to grave and benefits would be at a level which enabled a family to live without recourse to other means. The six fundamental principles of the report were: flat rate of subsistence benefits; flat rate of contribution; unification of administrative responsibility; adequacy of benefit; comprehensive; and classification. Based on them, and the proposal of national assistance which operated through means test, the aim the report was to eliminate Want under any circumstances. The Beveridge Report was a successful seller and the main features of the report became significant, as it gave hope to the people of Britain who were suffering from poverty and unemployment at extreme highs. Beveridges proposal of national insurance and national assistance, was adopted almost at its entirety. In 1945 Family Allowance Act was legislated, subsequently in 1946 the National Insurance Act was introduced, shortly following the National Assistant Act in 1948. These legislations were significant in what Beveridge had recommended as the main features of his report. He understood that if his recommendations had been enacted then Britain would have an ideal social security system which will provide adequate relief to the people in need and improve unemployment. However, there are many criticisms of The Beveridge Report and why many of his proposals were later abandoned and changed from what he initially proposed. One of the problems of Beveridges proposals was with women, in particularly married women. Beveridge recommended that all married women should be eligible for a wide range of benefits by the virtue of their husbands contributions. (Lowe, 2005, p141) Most married women were not in paid work at that time, but women who worked could opt to pay lower contributions and in return they will qualify for the full range of benefits, though below the standard rate. The feminists were his major critics, as Beveridges explicit assumption of married women should enter into partnership with their husband and remain economically dependent upon them goes against what the feminists stand for. It also does not fit the present day situation, in which nearly half of all married women are in paid work. (Hill, 1990, p33) However, the main underprivileged groups are the non-working single women and even after efforts being made to meet their needs, nothing came of it. He also did not find a satisfactory sol ution for separated, divorced and widowed women within an insurance scheme. Women were generally not equally represented or rewarded in the labour market and they did not choose to not participate, but they were excluded from any competition with men. So when Beveridge recommended a housewives charter which would allow provide grants upon marriage, free domestic help when ill and a separation allowance, it gave hope to the women. However, this was overlooked by critics, as his proposal was dismissed by the government and became a weakness of his Report. This flaw in the implementation of the report has questioned Beveridges aim to change social provision for housewives as it regarded women as dependants of their husbands and not treated equally to men. Beveridges proposals were very significant in what he had promised would happen if they were implemented by the government, which is relieving poverty. But there were many compromises which had to be made in order to adopt his proposals. Many of Beveridges proposals had been rejected by the Treasury on the grounds that it was excessively expensive; this was a flaw both politically and in practical terms. Due to this there was a very lengthy perusal for his recommendations. Beveridge was not liked by Churchhill very much as he also believed that Beveridges recommendations was far too expensive; it would create doubtful prospects for the post-war economy and form hopes for the people of the country which the post-war government could not satisfy. (Thane, 1996, p235) His susten lacked sufficient resourses to respond to inflation or changes in social need or social demand. (Lowe, 2005, p135) Even though the report gained popularity, it also received widespread criticisms like the pension rates are too low and stronger fear that the government will ignore the report. (Thane 1996, p235)Beveridges proposal that retirement pension should gradually be phased in over a period of 20 years was not implemented. This was because it would make arrangements for people who had not contributed to the retirement scheme previously to qualify for very much more quickly than that. Benefits were generally at lower levels than Beveridge suggested. This can be seen with the family allowances, which he said should start at 8s but the government changed it to 5s. Another weakness of his report which critics argue contradicts his main proposals is the principle of universalism and adequacy. If Beveridges main objective was to eliminate Want then why were those in need not targeted for relief? The universalism scheme essentially means that vast contributions will be collected from and benefits will be distributed to those who do not need help from the state. This would then fail effectively to help those who are genuinely in need because benefits will be too widely distributed. The principle of adequacy and universalism was to eliminate means test and not rely on national assistance benefits, but quite the opposite occurred and it was then inevitable that the cost-conscious government would reject the principle of adequacy. Many of Beveridges proposals were contradic ted when they were implemented, and it destroyed the logic of the report. As did the agreement the government came to when they said that the rate of benefit should only be one which provided a reasonable insurance against want. (Lowe, 2005, p144) This automatically meant that insurance contributions was no longer a guarantee that people will be freed from poverty and that would have to result in applying for means-tested national assistance. Rather than diminishing the use of national assistance as predicted by the report, it became increasingly significant. Beveridges proposals became significant, as the main acts of social insurance were accepted by the government, although after some alteration, they were legislated and brcame the foundation of his report. However, a report which was said to be a blueprint of post-war reform was far from revolutionary or logical. Even though some of his proposals were enacted, they were changed vastly from what Beveridge had proposed to begin with. All this did not come without recourse to other measures, which was seeking national assistance. This subsidiary benefit was supposed to wither away, but in fact the number of claimants increased. Furthermore, many of his proposals were abandoned and did not make Along with the fact that it was impractical, the high cost of social insurance emphasises the failure of Beveridges principle of the unification of administrative responsibility. Beveridge hoped that through the establishment of one responsible ministry, which were the Ministry of Social Security, both government and claimants would become the beneficiaries of a greater co-ordination, simplicity and economy, (Lowe, 2005, p141) but this was far from the case as they did not achieve this and Want was relieved by a wide range of means-tested benefits which were administered by other local governments and the NHS. (Lowe, 2005, p159) Several proposals which Beveridge made were either changed when they were implemented or they were completely abandoned. The reason for this was mainly because as mentioned previously, they were illogical, impractical and very expensive. And his proposals were contradicted when people had to rely on means-tested benefits, which was what he was against and wanted to change. In conclusion,

The Importance Of Marketing Communication Marketing Essay

The Importance Of Marketing Communication Marketing Essay Introduction In this paper, I would like to discuss the problems associated with marketing communication in international markets. When I proceed with the assignment, with relevant examples, I will examine why an integrated marketing communication is essential to the success of a multinational in a highly competitive international market. Marketing communications in international markets needs to be conducted with care. This paper will consider some of the key issues that businesses need to take into account when promoting products or services in overseas markets with different socio, cultural background. The importance of marketing communication Those who practice advertising, branding, direct marketing, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators. The communication process is sender-encoding-transmission device-decoding-receiver, which is part of any advertising or marketing program. Encoding the message is the second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media such as television, radio, magazines, and others. Massages travel to audiences through various transmission devices. The third stage of the marketing communication process occurs when a channel or medium delivers the message. Decoding occurs when the message reaches one or more of the receivers senses. Consumers both hear and see television ads. Others consumers handle or touch and read a coupon offer. One obstacle that prevents marketing messages from being efficient and effective is called barrier. Barrier is anything that distorts or disrupts a message. It can occur at any stage in the communication process. Marketing Communications are messages and related media used to communicate with a market. Marketing communications is the promotion part of the Marketing Mix or the four Ps: price, place, promotion, and product. The primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding. Marketing communication acquires new customers for brands by building awareness and encouraging trial. Marketing communication also maintains a brands current customer base by reinforcing their purchase behavior by providing additional information about the brands benefits. A secondary goal of marketing communication is building and reinforcing relationships with customers, prospects, retailers, and other important stakeholders. Successful marketing communication relies on a combination of options called the promotional mix. These options include advertising, sales promotion, public relations, direct marketing, and personal selling. The Internet has also become a powerful tool for reaching certain important audiences. The role each element takes in a marketing communication program relies in part on whether a company employs a push strategy or a pull strategy. A pull strategy relies more on consumer demand than personal selling for the product to travel from the manufacturer to the end user. The demand generated by advertising, public relations, and sales promotion pulls the good or service through the channels of distribution. A push strategy, on the other hand, emphasizes personal selling to push the product through these channels. Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization. Many trends in business can be attributed to marketing communications; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions. How marketing communication become successful? For marketing communication to be successful, sound management decisions must be made in the other three areas of the marketing mix: the product, service or idea itself; the price at which the brand will be offered; and the places at or through which customers may purchase the brand. The best promotion cannot overcome poor product quality, inordinately high prices, or insufficient retail distribution. Likewise, successful marketing communication relies on sound management decisions regarding the coordination of the various elements of the promotional mix. To this end, a new way of viewing marketing communication emerged in the 1990s. It is called integrated marketing communication; this perspective seeks to orchestrate the use of all forms of the promotional mix to reach customers at different levels in new and better ways. Why integrated marketing communication is important? The evolution of the above mentioned perspective has two origins. Marketers began to realize that advertising, public relations, and sales were often at odds regarding responsibilities, budgets, management input and myriad other decisions affecting the successful marketing of a brand. Executives in each area competed with the others for resources and a voice in decision making. The outcome was inconsistent promotional efforts, wasted money, counterproductive management decisions, and, perhaps worst of all, confusion among consumers. Secondly, the marketing perspective itself began to shift from being market oriented to market driven. Marketing communication was traditionally viewed as an inside-out way of presenting the companys messages. Advertising was the dominant element in the promotional mix because the mass media could effectively deliver a sales message to a mass audience. But then the mass market began to fragment. Consumers became better educated and more skeptical about advertising. A variety of sources, both controlled by the marketer and uncontrolled, became important to consumers. News reports, word-of-mouth, experts opinions, and financial reports were just some of the brand contacts consumers began to use to learn about and form attitudes and opinions about a brand or company, or make purchase decisions. Advertising began to lose some of its luster in terms of its ability to deliver huge homogeneous audiences. Companies began to seek new ways to coordinate the multiplicity of product and company messages being issued and used by consumers and others. Thus, two ideas permeate integrated marketing communication: relationship building and synergy. rather than the traditional inside-out view, integrated marketing communication is seen as an outside-in perspective. Customers are viewed not as targets but as partners in an ongoing relationship. Customers, prospects, and others encounter the brand and company through a host of sources and create from these various contacts ideas about the brand and company. By knowing the media habits and lifestyles of important consumer segments, marketers can tailor messages through media that are most likely to reach these segments at times when these segments are most likely to be receptive to these messages, thus optimizing the marketing communication effort. Ideally, integrated marketing communication is implemented by developing comprehensive databases on customers and prospects, segmenting these current and potential customers into groups with certain common awareness levels, predispositions, and behaviors, and developing messages and media strategies that guide the communication tactics to meet marketing objectives. In doing this, integrated marketing communication builds and reinforces mutually profitable relationships with customers and other important stakeholders and generates synergy by coordinating all elements in the promotional mix into a program that possesses clarity, consistency, and maximum impact. Practitioners and academics alike, however, have noted the difficulty of effectively implementing integrated marketing communication. Defining exactly what integrated marketing communication is has been difficult. For example, merely coordinating messages so that speaking with one clear voice in all promotional efforts does not fully capture the meaning of integrated marketing communication. Also, changing the organization to accommodate the integrated approach has challenged the command and control structure of many organizations. However, studies suggest that integrated marketing communication is viewed by a vast majority of marketing executives as having the greatest potential impact on their companys marketing strategies, more so than the economy, pricing, and globalization. The importance of advertising in marketing communication Advertising has four characteristics: it is persuasive in nature; it is non-personal; it is paid for by an identified sponsor; and it is disseminated through mass channels of communication. Advertising messages may promote the adoption of goods, services, persons, or ideas. Because the sales message is disseminated through the mass mediaà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬as opposed to personal sellingà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬it is viewed as a much cheaper way of reaching consumers. However, its non-personal nature means it lacks the ability to tailor the sales message to the message recipient and, more importantly, actually get the sale. Therefore, advertising effects are best measured in terms of increasing awareness and changing attitudes and opinions, not creating sales. Advertisings contribution to sales is difficult to isolate because many factors influence sales. The contribution advertising makes to sales are best viewed over the long run. The exception to this thinking is within the internet arena. While banner ads, pop-ups and interstitials should still be viewed as brand promoting and not necessarily sales drivers, technology provides the ability to track how many of a websites visitors click the banner, investigate a product, request more information, and ultimately make a purchase. Through the use of symbols and images advertising can help differentiate products and services that are otherwise similar. Advertising also helps create and maintain brand equity. Brand equity is an intangible asset that results from a favorable image, impressions of differentiation, or consumer attachment to the company, brand, or trademark. This equity translates into greater sales volume, and/or higher margins, thus greater competitive advantage. Brand equity is established and maintained through advertising that focuses on image, product attributes, service, or other features of the company and its products or services. Cost is the greatest disadvantage of advertising. The average cost for a 30-second spot on network television increased fivefold between 1980 and 2005. Plus, the average cost of producing a 30-second ad for network television is quite expensive. It is not uncommon for a national advertiser to spend in the millions of dollars for one 30-second commercial to be produced. Add more millions on top of that if celebrity talent is utilized. Credibility and clutter are other disadvantages. Consumers have become increasingly skeptical about advertising messages and tend to resent advertisers attempt to persuade. Advertising is everywhere, from network television, to daily newspapers, to roadside billboards, to golf course signs, to stickers on fruit in grocery stores. Clutter encourages consumers to ignore many advertising messages. New media are emerging, such as digital video recorders which allow consumers to record programs and then skip commercials, and satellite radio which provides a majority of its channels advertising free. Marketing communication and public relations Public relations is defined as a management function which identifies, establishes, and maintains mutually beneficial relationships between an organization and the publics upon which its success or failure depends. Whereas advertising is a one-way communication from sender (the marketer) to the receiver (the consumer or the retail trade), public relations considers multiple audiences (consumers, employees, suppliers, vendors, etc.) and uses two-way communication to monitor feedback and adjust both its message and the organizations actions for maximum benefit. A primary tool used by public relations practitioners is publicity. Publicity capitalizes on the news value of a product, service, idea, person or event so that the information can be disseminated through the news media. This third party endorsement by the news media provides a vital boost to the marketing communication message: credibility. Articles in the media are perceived as being more objective than advertisements, and their messages are more likely to be absorbed and believed. For example, after the CBS newsmagazine 60 Minutes reported in the early 1990s that drinking moderate amounts of red wine could prevent heart attacks by lowering cholesterol; red wine sales in the United States increased 50 percent. The other benefit publicity offers is that it is free, not considering the great amount of effort it can require to get out-bound publicity noticed and picked up by media sources. Public relations role in the promotional mix is becoming more important because of what Philip Kotler describes as an over communicated society. Consumers develop communication-avoidance routines where they are likely to tune out commercial messages. As advertising loses some of its cost-effectiveness, marketers are turning to news coverage, events, and community programs to help disseminate their product and company messages. Some consumers may also base their purchase decisions on the image of the company, for example, how environmentally responsible the company is. Direct marketing and database marketing Direct marketing, the oldest form of marketing, is the process of communicating directly with target customers to encourage response by telephone, mail, electronic means, or personal visit. Users of direct marketing include retailers, wholesalers, manufacturers, and service providers, and they use a variety of methods including direct mail, telemarketing, direct-response advertising, and online computer shopping services, cable shopping networks, and infomercials. Traditionally not viewed as an element in the promotional mix, direct marketing represents one of the most profound changes in marketing and promotion in the last 25 years. Aspects of direct marketing, which includes direct response advertising and direct mail advertising as well as the various research and support activities necessary for their implementation, have been adopted by virtually all companies engaged in marketing products, services, ideas, or persons. Direct marketing has become an important part of many marketing communication programs for three reasons. First, the number of two-income households has increased dramatically. About six in every ten women in the United States work outside the home. This has reduced the amount of time families have for shopping trips. Secondly, more shoppers than ever before rely on credit cards for payment of goods and services. These cashless transactions make products easier and faster to purchase. Database marketing is a form of direct marketing that attempts to gain and reinforce sales transactions while at the same time being customer driven. Successful database marketing continually updates lists of prospects and customers by identifying who they are, what they are like, and what they are purchasing now or may be purchasing in the future. By using database marketing, marketers can develop products and/or product packages to meet their customers needs or develop creative and media strategies that match their tastes, values, and lifestyles. The importance of Sales promotion, sponsorships and exhibitions. Sales promotions are direct inducements that offer extra incentives to enhance or accelerate the products movement from producer to consumer. Sales promotions may be directed at the consumer or the trade. Consumer promotions such as coupons, sampling, premiums, sweepstakes, price packs, low-cost financing deals, and rebates are purchase incentives in that they induce product trial and encourage repurchase. Consumer promotions may also include incentives to visit a retail establishment or request additional information. Sales promotions can motivate customers to select a particular brand, especially when brands appear to be equal, and they can produce more immediate and measurable results than advertising. However, too heavy a reliance on sales promotions results in deal-prone consumers with little brand loyalty and too much price sensitivity. Sales promotions can also force competitors to offer similar inducements, with sales and profits suffering for everyone. Sponsorships, or event marketing, combine advertising and sales promotions with public relations. Sponsorships increase awareness of a company or product, build loyalty with a specific target audience, help differentiate a product from its competitors, provide merchandising opportunities, demonstrate commitment to a community or ethnic group, or impact the bottom line. Like advertising, sponsorships are initiated to build long-term associations. Exhibits, or trade shows, are hybrid forms of promotion between business-to-business advertising and personal selling. Trade shows provide opportunities for face-to-face contact with prospects, enable new companies to create a viable customer base in a short period of time, and allow small and midsize companies that may not be visited on a regular basis by salespeople to become familiar with suppliers and vendors. Because many trade shows generate media attention, they have also become popular venues for introducing new products and providing a stage for executives to gain visibility. When we talk about Personal selling, it includes all person-to-person contact with customers with the purpose of introducing the product to the customer, convincing him or her of the products value, and closing the sale. The role of personal selling varies from organization to organization, depending on the nature and size of the company, the industry, and the products or services it is marketing. Many marketing executives realize that both sales and non-sales employees act as salespeople for their organization in one way or another. Personal selling is the most effective way to make a sale because of the interpersonal communication between the salesperson and the prospect. Messages can be tailored to particular situations, immediate feedback can be processed, and message strategies can be changed to accommodate the feedback. However, personal selling is the most expensive way to make a sale. Marketing communication and Internet marketing Just as direct marketing has become a prominent player in the promotional mix, so too has the Internet. Web sites provide a new way of transmitting information, entertainment, and advertising, and have generated a new dimension in marketing: electronic commerce. E-commerce is the term used to describe the act of selling goods and services over the Internet. In other words, the Internet has become more that a communication channel; it is a marketing channel itself with companies such as Amazon.com, eBay, and others selling goods via the Internet to individuals around the globe. In less than 10 years advertising expenditures on the Internet will rival those for radio and outdoor. Public relations practitioners realize the value that web sites offer in establishing and maintaining relationships with important publics. For example, company and product information can be posted on the companys site for news reporters researching stories and for current and potential customers seeking information. Political candidates have web sites that provide information about their background and their political experience. The interactivity of the Internet is perhaps its greatest asset. By communicating with customers, prospects, and others one-on-one, firms can build databases that help them meet specific needs of individuals, thus building a loyal customer base. Because the cost of entry is negligible, the Internet is cluttered with web sites. However, this clutter does not present the same kind of problem that advertising clutter does. Advertising and most other forms of promotion assume a passive audience that will be exposed to marketing communication messages via the mass media or mail regardless of their receptivity. Web sites require audiences who are active in the information-seeking process to purposely visit the site. Therefore, the quality and freshness of content is vital for the success of the web site. International Marketing Communications and Cultural Issues. There are a whole range of cultural issues that international marketers need to consider when communicating with target audiences in different cultures. Language will always be a challenge. One cannot use a single language for an international campaign. For example, there are between six and twelve main regional variations of the Chinese languages, with the most popular being Mandarin, followed by Wu, Min, and Cantonese. India has 22 languages including Assamese, Bengali, Bodo, Dogri, Gujarati, Hindi, Punjabi, and Tamil to name but a few. Of course language choice could affect branding choices, and the names of products and services. Hidden messages and humor would be especially tricky to convey. Famous examples include the Vauxhall Corsa, which was called the Nova in the United Kingdom of course No VA! Would not be an acceptable name in Spanish. A similar problem was left unaddressed by Toyota, with their MR2 in France (think about it!). Design, symbolism and aesthetics sometimes do not transcend international boundaries. For example Japanese aesthetics sometimes focus upon taste and beauty. Also look at Japanese cars from the front they have a smiling face. The manner in which people present themselves in terms of dress and appearance changes from culture to culture. For example in Maori culture, dress plays a central role with everyday clothing differing greatly from ceremonial costume. Whereas in Western business-culture the standard uniform tends to be a conservative collar and tie. Conclusion From the above discussions we can see that marketing communication has become an integral part of the social and economic system. Consumers rely on the information from marketing communication to make wise purchase decisions. Businesses, ranging from multinational corporations to small retailers, depend on marketing communication to sell their goods and services. Marketing communication has also become an important player in the life of a business. Marketing communication helps move products, services, and ideas from manufacturers to end users and builds and maintains relationships with customers, prospects, and other important stakeholders in the company. Advertising and sales promotion will continue to play important roles in marketing communication mix. However, marketing strategies that stress relationship building in addition to producing sales will force marketers to consider all the elements in the marketing communication mix. I hope, In the future new information gathering techniques will help marketers target more precisely customers and prospects using direct marketing strategies. New media technologies will provide businesses and consumers new ways to establish and reinforce relationships that are important for the success of the firm and important for consumers as they make purchase decisions. In the coming years I believe, Internet will become a major force in how organizations communicate with a variety of constituents, customers, clients, and other interested parties.

Independence Of Judiciary In Australia :: essays research papers

Independence of Judiciary in Australia a) How is the independence of the judiciary guaranteed in Australia? While the Westminster system had largely developed because of the doctrine of separation of powers, the Australian system of government is largely based on the Westminster. This doctrine of separation of powers proposes that the three institutions of government, the legislature, the executive and the judiciary should be exercised as separate and independent branches. It is this doctrine that stresses the need for the independence of the judiciary from the other two government institutions in order to protect the freedom of individuals. It is under this doctrine that no person can be a Member of Parliament and a judge at the same time. The doctrine of separation of powers offers several advantages, it proposes separate, specialized and efficient branches of government and it also reduces the abuse of government power by dividing it. a) Why is the independence of the judiciary an important feature of Australia's system of justice? The judiciary is the government branch that is concerned with the administration of justice. The judiciary is absolutely separate from the executive and the legislature, so it can check the concentration of government power. The independence of the judiciary is crucial of a democratic community because when judges are presiding over cases, there must be no interference and intimidation from the external forces. The independence issues touches upon the conflict of authority and freedom. If the doctrine of separation of powers did not exist, the authority would not be prevented from interfering in the administration of justice, therefore the basic freedoms of the citizens would not be guaranteed. It is up to the judiciary to exercise according to the law. It would be without the independence of the judiciary that the principles of rule of law and natural justice would be jeopardy and other institutions of government would interfere in the administration of justice. There are three main elements of the independence of the judiciary they are, permanency of tenure, dismissal by parliament and fixed remuneration. Permanency of tenure means that judges are appointed by the executive government and have a permanent tenure until they have to retire at the age of seventy. It was a constitutional referendum in 1977 that placed this requirement on federal judges. Also state laws have been made, for the state judges to retire at the same age. The only exception is the Family court justices; they have to retire at the age of sixty-five. Judges can only be dismissed on the grounds of proved misbehaviour or incapacity and can only be dismissed by parliament representatives.

Wellness :: essays research papers

Freshman seminar Wellness paper 101 Ways of doing It With Out Actually doing it This program totally wasn’t what I expected it to be. To my surprise the whole thing was actually about relationships, and what to do on dates without having sex, and or sexual influence.   Ã‚  Ã‚  Ã‚  Ã‚   Attending college is a very different experience. It’s when most of us experience life situations and learn to make our own decisions. The problem is that many students, due to the influence of our society, decide to have sex because â€Å"everybody else is doing it†. But what many students don’t realize is that there both rewards and consequences when dealing with sexual intercourse. This is an important issue, especially when most of my fellow peers believe in â€Å"casual sex†. I personally believe that sex is something that shouldn’t be taking lightly†¦in other words, I’m not anybody’s booty call!!!!   Ã‚  Ã‚  Ã‚  Ã‚  Anyways, back to the seminar. In the discussion, many of us realized that dates seem to be a thing of the past. No one really goes on a â€Å"one on one† date anymore. Its always a group thing, going out to a party or just hanging out. I can’t even remember if I’ve ever been on a real date myself. Relationships lack that solid foundation of one to one communication, which is probably why most teens have sex: it’s what’s expected, yet nobody talks about it.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  During the seminar, we were educated in finding other ways to express ourselves and feelings to each other. Even though some were far-fetched and unrealistic (for example: a grave yard walk), some were actually feasible (example: a picnic). A few of the other suggestions included a K-mart party, which I personally would’ve evr thought of, but I guess it is another alternative to sex. Some of the more realistic ones included walks on the beach, athletic activities, dinner and a movie. Hopefully some of these ideas will be used around campus instead of sex. Many attending the meeting suggested other dating ideas such as horseback riding, test driving cars and playing golf. I didn’t quite agree with them because a.) horses are big animals b.) I don’t have a license and c.) I HATE golf!!!! Also during the seminar, we participated in an activity. We were split into groups, based on gender. The girls that attended the seminar wrote down some of the things they like to do and some of the things they hate, the boys in the room did the same.

Change Speech -Kite Runner, Poem, Article Essay

One can perceive change within themselves in various ways and through various mediums. Today I stand before you, ladies and gentleman to discuss with you three significant Changing Self texts I believe, strongly connect in their own ways with the Representations of Changing Self expo. Change can be an immediate process or it can be a series of events over a prolonged period of time like it is in Hosseini’s novel The Kite Runner, published in 2003. However, using different texts The Kite Runner and perhaps a poem, like The Door, by Miroslar Holub for example, can represent change of self not only in a different format, but also connecting ideas that change can be triggered by a certain event or experience in history which can leave a lasting impact on the present and future. At times we need to be coached or pushed into change, however in other instances we are called to embrace the opportunity as it arises. Sometimes we come across change unknowingly, by innocence or fear of circumstances as of a true story of an Indian boy named Saroo who unknowingly was driven through the process of change. Changing Self can be a very difficult process to acknowledge and to accept. This idea is significant in The Kite Runner; a ‘deeply moving’ novel demonstrates how a horrific experience of one unforeseen event can change the present and future of a young life. Amir slowly develops realisation with age that another change is required to bring about a new beginning or ‘a way to be good again’, as Rahim Khan said presented as a ‘one time’ opportunity . As discussed in the beginning of the novel we are revealed with a component of the past which reflects the choice of future Amir is faced with. The result of Amir’s dreadful experience of watching his servant friend, or not-so-much friend, Hassan being raped and the fact that he didn’t do anything about it, or step in and fight Asef before any commotion began fills Amir with unsound guilt and remorse which he proved unable to hide away from, ‘it was my past of untatoned sins† as quoted. This guilt is too powerful for him to acknowledge, so much so that he takes the course of trying to change the way things ran around his home, by getting rid of Hassan from his life. Amir runs away, metaphorically and literally from the environment and surrounds in hope to seek a better mind and reality. Using the literal ‘running’ from Afghanistan to America to seek safety, he does this metaphorically as he tries to run away from the guilt he cannot let go of. The symbolic use of the cleft lip is a significant detail in the novel used to classify that a person can be identified through specific events and choices, positive or negative. By this whereas Hassan had a cleft lip as a child, this same scenario is changed around as Amir embraces the opportunity to ‘become good again’ and save Sohrab, Hassan’s son, and Amir’s own nephew, from Asef. Amir changes his old cowardice to courage, stepping fourth to fight a losing battle with Asef, a noted, ‘cathartic’ experience, relieving himself from pain, with pain from the blows of Asef, leaving Amir with a cleft lip also. Only to be saved by Sohrab with the repeated symbolic use of the slingshot, this was also used to save Amir from Asef by Hassan years before. Amir feels as though he has positively changed for the better by embracing opportunity and new attribute of courage, filling in the gaps of his stained past. Changing self may be presented as a door of opportunity or experience we may be called to open. The Door, an influential, yet daring poem by Miroslar Holub emphasises in an imperative tone of urgency and pushiness that any change is better than no change at all. Therefore, one must embrace any change as the opportunity presents itself. The symbol of the door is an indicator of opportunities, and the need for them to be open, just as Rahim Khan was a door of opportunity for Amir to open and experience the ‘drought’ or movement of change willing to take place, good or bad. The words, ‘if there is a fog, it will clear’ demonstrates how this presented opportunity for Amir to relieve his life of guilt with be finally removed with action of ‘opening the door.’ The repetition of ‘go and open the door’ is not only encouraging but coaching and emphasising that if all doors are opened and even if so many are negative, there will still be a positive movement because the door was opened and ‘at least there will be a draught,’ or rather, at least you will have tried to do something about an awful event or experience with an unseen future and not remain in the same position, dealing with the guilt and regret, which cannot escape. As long as the door remains shut, the air will remain stuffy and uncomfortable to breathe in, so coming fourth and opening the door will let fresh air and new opportunities to evolve. The writer explains the positives of change which is used to entice or urge the reader to want to experience a new change of air. Changing circumstances in one’s life can erratically change and impact one’s life within a series of events contained by a short span of time. This concept is represented in the deeply touching true story of an Indian boy, named Saroo which was published in the Sydney Morning Herald back in March this year. Throughout 25 years, young Saroo went through an array of unforseen events which lead him away from lifelong poverty and his mother to where he is today, amongst the rich living in Australia. Just as the Herald Sun writes, ‘Australia’s very own, slum dog millionaire!’ Why was this so? Many say it occurred because of fate. When Saroo, whom at the time was only five years old- awoke alone and very frightened at one of India’s very many train stations very late in the evening after he had fallen asleep waiting for h is brother to return. At this part of Saroo’s life, he had very little and was uneducated. Was it fear or was it God or a mixture of the both who persuaded young Saroo to pursue looking for his brother in the closest train simply because, ‘he might be in there.’ This simple child’s thought shunted and altered his life away from anything he ever knew†¦ one unforseen event, encouraged by fear, taking the opportunity to open the doors which lead to a train, almost leaving to go to Australia. The Sydney Morning Herald describes this event as ‘the night his young life’s course was altered forever.’ This change of self is represented by the innocence of a young boy. This concept is characterised by Saroo explaining how the reality of trying to get home became a dead end, just like, all the trains he road, to try and reach home, only to meet with another dead end. Various aspects of Saroo’s life were in fact ‘dead ends’ but when it came to his life depending on it, just as Amir depended on the opportunity from Rahim Khan, as unforseen at the time as it was both boys embraced their opportunities to find something, whether a brother or second chance. They opened the door. Saroo’s door opened eventually to a family from Australia whom adopted him, suddenly and strangely out of his life course, he landed himself in Hobart. In conclusion, we can gather that changing self can be a difficult process, yet also an unforseen process which may take place over a series of events. These three researched texts have shown connecting and similar views that we must make use of experience and opportunity of change as it arises. Through these views, we are challenged that ultimately it is up to ourselves via thoughts or actions or a mixture of both to decide the course of change we are willing to take. In the Kite Runner, it is up to Amir to choose to put himself in danger to make up for his guilty past, The Door commands us to take opportunities, and yet in the Sydney Morning Herald’s feature Story illustrates that with physical experience change is forever impacting. Each of these demonstrates in their own way how change can somewhat be forced upon a person and ultimately deliver them into a new direction.

Massengill’s Department Store Essay

1. The utilitarian approach seems to best describe Marv Heimlers turnaround strategy at Massengills. I think so because his decisions would result in the majority of employees keeping their jobs although a smaller amount would be laid off. This shows he is doing what’s best for the company and still seeks the interest of the greater number of people. To him, if he had not made the decisions he made, everyone would be out of a job. a) Individual approach was not applied b) Moral approach was not applied: employees weren’t given reasons why they were being terminated and the way in which termination process was done was very harsh and inconsiderate. c) Justice approach was not applied, employees weren’t treated fair and equal. Example people with long years of services were treated the same as new workers . 2. I would place Heimler at the post conventional level of moral development because he implemented his plan for change knowing that there would be persons with different views. He justified his actions by his personal beliefs and put the future of the company first. His actions showed that he was firm in his decisions, looked at the greater good of the company as a whole and and sets his own principles. 3. To avoid the problems he was facing, Marv Heimler could have met with employees and informed them about the state of the company and that layoffs were inevitable. This would have given the employees sufficient notice to seek out other jobs. If I were in his position after the company started doing well again I would give some kind of financial compensations to employees that were laid off. Also, if there are positions available in the company I would train and rehire them as they were loyal employees to the company throughout the years. New employees coming into the company should get some kind of training before being fully employed.