Paleolithic, Neolithic, and Mesolithic Art Essay

The earth and the sky factor into Paleolithic, Neolithic, and Mesolithic art and monuments. Paleolithic means Old Stone Age and the art was mainly consisted of paintings in their caves and Venus figurines. Neolithic means New Stone Age and the art was consisted of the Stonehenge, figures, and pottery. Mesolithic means Middle Stone Age and the art consisted of some pottery, hand tools, and some figurines. In the Old Stone Age, (Paleolithic) their art was consisted of mainly paintings on cave walls. People painted animals because that was what they would see in the dark due to the prolonged time of being in darkness in the caves. They didn’t see much sunlight. As time went on, mathematical aspects started to rise from observational astronomy. Some cave paintings became known as an understanding of the path the moon takes around the sun. This is known as the ecliptic. The ecliptic lead to the discovery of the zodiac. Stars, moons, and planets in the Paleolithic culture are not the stars, moons and planets of modern time that we know. They are those whose habitat is the Milky Way and the celestial sphere now. Many of these paintings reflected images that were seen in the night sky. Such as the Bison that were painted in cave walls which is known as the Taurus in the zodiac sign today. The significance of their art was the astronomy and mathematical connections they made and how it created what we now know as the zodiac. The New Stone Age began to connect with the earth and the sun more by the use of famous monuments. In the New Stone Age (Neolithic) the people built villages that were built for family, life, and worship. They worshipped many gods, but their beliefs were strongly based on nature. They also built many walls that were used as a defense. The monuments they built was their main form art that had connection s to the earth and the sun. They created a giant stone monument that was known as Stonehenge. It was made out of earth, timber, and stones. By viewing this monument, it was observed that the Neolithic people had knowledge in architecture, mathematics, and astrology. The Stonehenge was created as an astrological observatory. It is known for this because of the rising and setting of the sun on the summer and winter solstice that can be seen through the monument. It was also considered to possibly have been used as an astronomical calendar. The significance of this monument is how these people had the mathematical and astronomy knowledge to build this in a way to be able to witness amazing views in the sky that come every year. The Middle Stone (Mesolithic) art consisted of mostly pottery and hand tools. During the Middle Stone age, the Mesolithic people made many hand tools because they began to gain more knowledge to be able to farm and capture animals more effectively. They created carved-engraved bone plates. These engraved or painted plates of stones were marked with dots. These dots were considered to be accurate lunar observations. The interpretation of the markings on many artefacts were considered to be marks that correlate with lunar or s olar motion. This showed that the Mesolithic people had some astronomical skills. The significance of these findings show that over time people were gaining skills on astronomy and were creating their observations through the use of art. Over time art has changed dramatically. It started off as just paintings on cave walls and lead to massive monuments that are still standing today. There is significance behind all of the art since the Stone Age times. These people from the stone ages used art to express their knowledge in mathematics and astronomy. They used it to better understand the earth, the sky, the sun, and the stars. They not knowingly created what is today the zodiac and proved they didn’t need any technology to create an astrological observatory.

Second Foundation 12. Lord

Of all the worlds of the Galaxy, Kalgan undoubtedly had the most unique history. That of the planet Terminus, for instance, was that of an almost uninterrupted rise. That of Trantor, once capital of the Galaxy, was that of an almost uninterrupted fall. But Kalgan- Kalgan first gained fame as the pleasure world of the Galaxy two centuries before the birth of Hari Seldon. It was a pleasure world in the sense that it made an industry – and an immensely profitable one, at that – out of amusement. And it was a stable industry. It was the most stable industry in the Galaxy. When all the Galaxy perished as a civilization, little by little, scarcely a feather's weight of catastrophe fell upon Kalgan. No matter how the economy and sociology of the neighboring sectors of the Galaxy changed, there was always an elite; and it is always the characteristic of an elite that it possesses leisure as the great reward of its elite-hood. Kalgan was at the service, therefore, successively – and successfully – of the effete and perfumed dandies of the Imperial Court with their sparkling and libidinous ladies; of the rough and raucous warlords who ruled in iron the worlds they had gained in blood, with their unbridled and lascivious wenches; of the plump and luxurious businessmen of the Foundation, with their lush and flagitious mistresses. It was quite undiscriminating, since they all had money. And since Kalgan serviced all and barred none; since its commodity was in unfailing demand; since it had the wisdom to interfere in no world's politics, to stand on no one's legitimacy, it prospered when nothing else did, and remained fat when all grew thin. That is, until the Mule. Then, somehow, it fell, too, before a conqueror who was impervious to amusement, or to anything but conquest. To him all planets were alike, even Kalgan. So for a decade, Kalgan found itself in the strange role of Galactic metropolis; mistress of the greatest Empire since the end of the Galactic Empire itself. And then, with the death of the Mule, as sudden as the zoom, came the drop. The Foundation broke away. With it and after it, much of the rest of the Mule's dominions. Fifty years later there was left only the bewildering memory of that short space of power, like an opium dream. Kalgan never quite recovered. It could never return to the unconcerned pleasure world it had been, for the spell of power never quite releases its bold. It lived instead under a succession of men whom the Foundation called the Lords of Kalgan, but who styled themselves First Citizen of the Galaxy, in imitation of the Mule's only title, and who maintained the fiction that they were conquerors too. The current Lord of Kalgan had held that position for five months. He had gained it originally by virtue of his position at the head of the Kalganian navy, and through a lamentable lack of caution on the part of the previous lord. Yet no one on Kalgan was quite stupid enough to go into the question of legitimacy too long or too closely. These things happened, and are best accepted. Yet that sort of survival of the fittest in addition to putting a premium on bloodiness and evil, occasionally allowed capability to come to the fore as well. Lord Stettin was competent enough and not easy to manage. Not easy for his eminence, the First Minister, who, with fine impartiality, had served the last lord as well as the present; and who would, if he lived long enough, serve the next as honestly. Nor easy for the Lady Callia, who was Stettin's more than friend, yet less than wife. In Lord Stettin's private apartments the three were alone that evening. The First Citizen, bulky and glistening in the admiral's uniform that he affected, scowled from out the unupholstered chair in which he sat as stiffly as the plastic of which it was composed. His First Minister Lev Meirus, faced him with a far-off unconcern, his long, nervous fingers stroking absently and rhythmically the deep line that curved from hooked nose along gaunt and sunken cheek to the point, nearly, of the gray-bearded chin. The Lady Callia disposed of herself gracefully on the deeply furred covering of a foamite couch, her full lips trembling a bit in an unheeded pout. â€Å"Sir,† said Meirus – it was the only title adhering to a lord who was styled only First Citizen, â€Å"you lack a certain view of the continuity of history. Your own life, with its tremendous revolutions, leads you to think of the course of civilization as something equally amenable to sudden change. But it is not.† â€Å"The Mule showed otherwise.† â€Å"But who can follow in his footsteps. He was more than man, remember. And be, too, was not entirely successful.† â€Å"Poochie,† whimpered the Lady Callia, suddenly, and then shrank into herself at the furious gesture from the First Citizen. Lord Stettin said, harshly, â€Å"Do not interrupt, Callia. Meirus, I am tired of inaction. My predecessor spent his life polishing the navy into a finely-turned instrument that has not its equal in the Galaxy. And he died with the magnificent machine lying idle. Am I to continue that? I, an Admiral of the Navy? â€Å"How long before the machine rusts? At present, it is a drain on the Treasury and returns nothing. Its officers long for dominion, its men for loot. All Kalgan desires the return of Empire and glory. Are you capable of understanding that?† â€Å"These are but words that you use, but I grasp your meaning. Dominion, loot, glory – pleasant when they are obtained, but the process of obtaining them is often risky and always unpleasant. The first fine flush may not last. And in all history, it has never been wise to attack the Foundation. Even the Mule would have been wiser to refrain-â€Å" There were tears in the Lady Callia's blue, empty eyes. Of late, Poochie scarcely saw her, and now, when he had promised the evening to her, this horrible, thin, gray man, who always looked through her rather than at her, had forced his way in. And Poochie let him. She dared not say anything; was frightened even of the sob that forced its way out. But Stettin was speaking now in the voice she hated, hard and Impatient. He was saying: â€Å"You're a slave to the far past. The Foundation is greater in volume and population, but they are loosely knit and will fall apart at a blow. What holds them together these days is merely inertia; an inertia I am strong enough to smash. You are hypnotized by the old days when only the Foundation had atomic power. They were able to dodge the last hammer blows of the dying Empire and then faced only the unbrained anarchy of the warlords who would counter the Foundation's atomic vessels only with hulks and relics. â€Å"But the Mule, my dear Meirus, has changed that. He spread the knowledge, that the Foundation had hoarded to itself, through half the Galaxy and the monopoly in science is gone forever. We can match them.† â€Å"And the Second Foundation?† questioned Meirus, coolly. â€Å"And the Second Foundation?† repeated Stettin as coolly. â€Å"Do you know its intentions? It took ten years to stop the Mule, if, indeed, it was the factor, which some doubt. Are you unaware that a good many of the Foundation's psychologists and sociologists are of the opinion that the Seldon Plan has been completely disrupted since the days of the Mule? If the Plan has gone, then a vacuum exists which I may fill as well as the next man.† â€Å"Our knowledge of these matters is not great enough to warrant the gamble.† â€Å"Our knowledge, perhaps, but we have a Foundation visitor on the planet. Did you know that? A Homir Munn – who, I understand, has written articles on the Mule, and has expressed exactly that opinion, that the Seldon Plan no longer exists.† The First Minister nodded, â€Å"I have heard of him, or at least of his writings. What does he desire?† â€Å"He asks permission to enter the Mule's palace.† â€Å"Indeed? It would be wise to refuse. It is never advisable to disturb the superstitions with which a planet is held.† â€Å"I will consider that – and we will speak again.† Meirus bowed himself out. Lady Callia said tearfully, â€Å"Are you angry with me, Poochie?†*** Stettin turned on her savagely. â€Å"Have I not told you before never to call me by that ridiculous name in the presence of others?† â€Å"You used to like it.† â€Å"Well, I don't any more, and it is not to happen again.† He stared at her darkly. It was a mystery to him that he tolerated her these days. She was a soft, empty-headed thing, comfortable to the touch, with a pliable affection that was a convenient facet to a hard life. Yet, even that affection was becoming wearisome. She dreamed of marriage, of being First Lady. Ridiculous! She was all very well when he had been an admiral only – but now as First Citizen and future conqueror, he needed more. He needed heirs who could unite his future dominions, something the Mule had never had, which was why his Empire did not survive his strange nonhuman life. He, Stettin, needed someone of the great historic families of the Foundation with whom he could fuse dynasties. He wondered testily why he did not rid himself of Callia now. It would be no trouble. She would whine a bit- He dismissed the thought. She had her points, occasionally. Callia was cheering up now. The influence of Graybeard was gone and her Poochie's granite face was softening now. She lifted herself in a single, fluid motion and melted toward him. â€Å"You're not going to scold me, are you?† â€Å"No.† He patted her absently. â€Å"Now just sit quietly for a while, will you? I want to think.† â€Å"About the man from the Foundation?† â€Å"Yes.† â€Å"Poochie?† This was a pause. â€Å"What?† â€Å"Poochie, the man has a little girl with him, you said. Remember? Could I see her when she comes? I never-â€Å" â€Å"Now what do you think I want him to bring his brat with him for? Is my audience room to be a grammar school? Enough of your nonsense, Callia.† â€Å"But I'll take care of her, Poochie. You won't even have to bother with her. It's just that I hardly ever see children, and you know how I love them.† He looked at her sardonically. She never tired of this approach. She loved children; i.e. his children; i.e. his legitimate children; i.e. marriage. He laughed. â€Å"This particular little piece,† he said, â€Å"is a great girl of fourteen or fifteen. She's probably as tall as you are.† Callia looked crushed. â€Å"Well, could I, anyway? She could tell me about the Foundation? I've always wanted to go there, you know. My grandfather was a Foundation man. Won't you take me there, sometime, Poochie?† Stettin smiled at the thought. Perhaps he would, as conqueror. The good nature that the thought supplied him with made itself felt in his words, â€Å"I will, I will. And you can see the girl and talk Foundation to her all you want. But not near me, understand.† â€Å"I won't bother you, honestly. I'll have her in my own rooms.† She was happy again. It was not very often these days that she was allowed to have her way. She put her arms about his neck and after the slightest hesitation, she felt its tendons relax and the large head come softly down upon her shoulder.

Global Brand Roll-Out Essay

Gross world product up 2.5% in 2005, following two years of < 1% growth. Overall emerging market economies exploding; + 10% GDP growth in China and + 6% growth in Latin America. Political values in emerging markets may make it difficult for foreign competition to enter market without domestic partner and / or; foreign investment & market diversification less attractive (import / export tariffs). Situational Analysis Situational Analysis Industry Purpose of the Oral Personal Care industry is to prevent teeth and gum diseases and deliver cosmetic benefits. Scope of the industry includes toothpaste, floss, mouth rinses and toothbrushes. Industry Definition Competition Colgate has dominant market value share in China (32%) and Mexico (82%). China market fragmented with Colgate & P&G representing 53% of share. Situational Analysis Industry Product Development growth strategy with launches of premium tier brand extensions Crest Whitening Expressions (US) Crest With Scope (US), Colgate Icy Fresh (China), Crest Cool Expressions (MX). Brand Position: Competition Strategy (P&G) C+S = toothpaste + mouthwash + whitening CWE / CCE = flavor + toothpaste + whitening Entering Emerging Markets under its Crest brand without JV partners. Leveraging x-brand scale with Crest + Scope. Built its brand around therapeutic benefits, while cosmetic benefits market growing fastest in Emerging Markets. Innovating in cosmetic segment; a historic Colgate stronghold. Heavily invests in advertising behind new product launches. Situational Analysis Growth Market Strategies Porter Five Forces Analysis Global Oral Personal Care Colgate Palmolive Oral Care SWOT Analysis Situational Analysis Marketing Strategy Pricing: Positioned as a super-premium brand, price parity to Crest Cool Expressions (14.99 – 15.99 pesos). Marketing Budget: $2MM marketing budget aimed to drive trial through in-store merchandising, sampling, and public relations. Corporate Marketing Strategy Objectives Colgate Max Fresh (CMF) Mexico Marketing Plan Strategic Growth driven by high margin core business. Advertising focused on high margin products and high potential markets. Innovation driven: 40% of sales from products launched in past 5 years. Tactical Growth Strategy: Product Development; Super Premium segment Growth Targets: China 2% YR1, 2.8% YR2; MX 5% YR1, 6% YR2 value share. Will require trading up consumers. Value Proposition: CMF would drive new dimension of freshness Target Market: Geared towards 18-34 yr. old adults (female oriented); augment Colgate’s strong competitive position in Value & Mid-Tier. Situational Analysis Marketing Strategy Will US developed media plans translate? Can Colgate effectively trade-up consumers? What impact will cannibalization have on profitability? Is market large enough in Mexico for premium segments? Will benefits of CMF convey to Mexico consumers? BASES testing and Consumer Viability Index showed marginal promise.. CMF Marketing Concerns for Mexico Symptoms of Colgate Palmolive’s Primary Problem Emerging Market consumers are price sensitive Crest attacking cosmetic segment Consumers experiment through trial vs. large initial purchase Despite Growth in key areas Colgate-Palmolive operating profits and net income are down. +6.5% unit volume growth +7% sales dollar growth +0.1% growth in gross profit margin -2% Operational Profit -7% Net Income To drive growth Colgate-Palmolive is looking to focus on higher margin core businesses. Core Elements of the Strategic Problem In the US toothpaste market CP is seeing a 3.1% increase in volume of sales attributable to the Super Premium Toothpaste Category. Global Strategic Opportunity exists in the Premium Toothpaste market. Represents $75 M sales dollar increase and total market cap of $409.5 M dollars Only the Premium Toothpaste Category is growing at a substantial rate. In 2004 CP captured ~60% of that Sales Dollar Increase in the US largely dues to the introduction of Colgate Max Fresh. In order to continue to grow CP must find a way to develop their Premium Toothpaste product CMF in emerging countries. Colgate Palmolive’s Primary Problem Would the costs of adopting CMF in each new country provide sufficient incremental sales and profits to justify the added complexity of localized marketing and rollout plans associated with those new markets. Colgate-Palmolive must continue to globalize its Premium Toothpaste Strategy. Any solution must balance they cost of localization with the expected sales and profit increase for each new market. Also it is in Colgate-Palmolive’s best interest to develop reusable guidelines as it approaches other new markets similar to China and Mexico. Colgate Palmolive’s Secondary Problems Type 1: Establish a tactical marketing plan for the CMF rollout in an emerging market where Colgate-Palmolive has little previously established presence(China) Type 2: Establish a tactical marketing plan for the CMF rollout in an established market that has high competitor activity(Mexico). In order to establish an effective global strategy two types of secondary problems must be solved in the Colgate Max Fresh Case Study: Any solution must balance they cost of localization with the expected sales and profit increase for each new market. Secondary Problem Detail Need to introduce a product to push Colgate-Palmolive profitability Colgate has worldwide share, the only way to expand is to drive high margin business. China(new markets) have strongly entrenched local brands. Colgate Max fresh will need to compete with its own joint venture brand Darlie(High End). Due to new product introduction at the Super Premium Toothpaste Market competitor Crest has 3% growth year to year, Colgate Equity Brands have been stagnant for 3 years. CP is not only loosing out on possible profits but also slowly loosing market share to its #1 competitor. Market is unfamiliar with CMF â€Å"breath strips† US Marketing Video will be ineffective due to the US Star involved. Is it worth creating new celebrity backed marketing content? Will the Go Big or Go Home strategy work in China and other similar markets? How can Colgate-Palmolive best enter the Chinese Market with CMF. China Secondary Problem Detail Colgate-Palmolive knows P&G will be introducing Crest Cool Expressions(CWE) in Mexico in the near future. CO must develop the best marketing plan to stunt P&G Crest Cool Expressions while protecting their overwhelming market share. 82% Value share for Colgate-Palmolive CP needs to create a marketing plan to introduce CMF with limited budget and maximize regional utility. Due to CP’s large inherent market share, the goal of the Mexican campaign will be to maximize the product funnel. There is a large opportunity present to upsell customers from the Big Red Brand toothpaste to the new CMF toothpaste. Mexico See Exhibit 17 – Will waiting to introduce CMF until after the CWE product introduction change the company estimates of profitability? Can the Mexico Snowsurfer commercial be better standardized for global marketing plans? Going forward how will CP utilize this marketing plan for future markets? Colgate-Palmolive Company Alternatives Locally make the clear bottle Works for China, not Mexico China Allows for ease of expansion of the Colgate Max Fresh brand in clear bottle to other regional locales Also, provides future capabilities for use in other new products Problems: This does add 20% variable cost to COGS Initiates a 6 month delay on production $1.5 M sunk cost before production Alternatives Colgate-Palmolive Company Alternatives Regional Market Alternatives Mexico China Colgate-Palmolive Company Alternatives Provide more trial availability with the smaller packages to sway more to give CMF a try CMF has the breath strips or â€Å"cooling crystals† within the toothpaste, therefore bundle the breath strips package with CMF to build awareness. Stop utilizing celebrities to promote CMF Provide regional flavors Keeps product as a premium product Cost of $200,000 per flavor Has shown promising outcomes in other regions In China, Crest utilized a tea flavor and Colgate a salt flavor In Russia, after releasing a local flavor, the toothpaste market share rose from 11.8% in 2002 to 24.9% in 2005. Colgate-Palmolive Company Alternatives Allows for greater differentiation between the CWE toothpaste In Mexico, drop the price from 15.99 pesos to 14.99 pesos to protect a greater share of CP market share. In Mexico and other markets CP is highly entrenched in, utilize clear bottle In Mexico, Keep the price at 15.99 pesos Implementation Strategic Vs. Tactical Plans The strategic plan moving forward for emerging markets will be to use an easily customizable commercial and adapt it to multiple countries Colgate is the dominant toothpaste brand world wide, so our primary goal will be to prevent Crest from gaining market share and also to upsell our existing customers to the super premium segment We agree with the decision to use a celebrity commercial in China due to the size of the market share the Crest is cultivating Each region and culture has a different set of values and preferences Each region will have a unique tactical plan to maximize effectiveness Jay Chou Colgate Max Fresh Commercial Implementation in China Dispensing the toothpaste in clear bottles to build brand awareness Colgate-Palmolive has invested a large amount of capitol in the Max Fresh marketing campaign Maximize the return on investment by: Transition to less expensive packaging once consumers are familiar with product Include breath strip samples with Max Fresh tooth paste in selected markets Snowsurfer Commercial (English Dub) Implementation in Mexico Our strategies in Mexico will be very similar to our plan in other emerging markets Focus will be on preserving our market share instead of new growth Use clear bottle and breath strip samples in select markets to increase brand awareness Colgate accounts for 82% of total market share compared to 10.2% of Crest’s total market share Crest + Scope only accounts for 3%of total market share Set price at 14.99 pesos per 100 ml We will re-evaluate our Colgate Total (19.36 pesos per 100 ml) marketing campaign to focus on the affluent 40+ age group to minimize cannibalization Implementation in Brazil Characteristics of the Brazilian Market 71% of Brazilians agree that â€Å"music is an important part of my life† 33% have participated in trips to the beach in the last 30 days 76% agree that â€Å"it is important to be attractive to the opposite sex† 65% agree that â€Å"it is important to keep young looking† 32% express the desire for plastic surgery in order to improve their appearance Statistics from Geoff Wicken, KMR Group Tactical Strategy Brazil Vollyball is the 2nd most popular sport in Brazil To become a sponsor on the FIVB circuit, we must apply by July 31, 2006 Update packaging to include â€Å"Made in Brazil† The busy season in Rio De Janeiro December to March, so we recommend kicking off a medial marketing campaign in October 2006 This will give Colgate-Palmolive a chance to evaluate the success of the BreathStrip samples in China and Mexico If we do not see the return on investment we will not include the promotional packaging in Brazil Brazilians place a high emphasis on being attractive to the opposite sex, which means there could a tremendous opportunity to market Colgate Max Fresh as a product that will whiten teeth and make you more â€Å"kissable† Adapt the SnowSurfer commercial to the Brazilian market Sponsor a national beach vollyball tournament Conclusion Colgate-Palmolive is actively seeking ways to increase their operating profit and net income Introducing new high margin products to emerging markets will be critical to their success Marketing Colgate Max Fresh as efficiently and effectively as possible will be necessary in helping us achieve our financial goals UNILEVER

Trade Policy in Agriculture Essay Example | Topics and Well Written Essays - 1250 words

Trade Policy in Agriculture - Essay Example From this study it is clear that known as the Common Agricultural Policy (CAP) , it is a system of agricultural subsidies and price support programs. It consists of direct payments to farmers for crops as well as land cultivated with price support, tariffs and quotas on agricultural goods imported from outside the Union, and intervention prices whereby the EU would buy all production if prices fall to these levels. The objective was to achieve food self-sufficiency, set fair and stable consumer prices, preserve the rural heritage, and ensure a fair and reasonable standard of living for EU farmers. As the study outlines   the CAP imposes import tariffs on certain goods; import quotas designed to restrict quantity that enter the EU market, except for some countries with which it has had some traditional links; intervention prices, already described above; direct subsidies designed to motivate farmers to cultivate certain crops that would ensure stable domestic supply, paid on the basis of land area devoted to such crops; and production quotas intended to prevent overproduction of some food crops. â€Å"Set-aside† payments (meaning payment for setting aside land that were difficult to farm) were also made, although this has been suspended. Several attempts to reform the CAP system have been made. The first one was made in the 1960s by the Mansholt Plan, sought to consolidate small farms into larger ones for more efficient farming. This proposal was defeated by powerful farm lobbies. The MacSharry reform plan sought to limit rising production while simultaneously promoti ng less restricted market through reduced support levels for agricultural products such as beef and cereals.

Business Planning Essay Example | Topics and Well Written Essays - 4750 words

Business Planning - Essay Example This essay explores the aspects are reckoned to be outlining a brief explanation of the business, conducting industry analysis with due consideration to the prevailing competition, identifying appropriate target market as well as framing marketing plan and preparing budget showcasing a quality financial plan. In terms of findings, it is worth mentioning that there is a significant probability of the above-selected business idea to attain success in future in the respective industry, as the consumption rate of juices is identified to increase over the next few years in the UK. From the perspective of financial analysis, a budget of  £10,000 has been duly considered for the newly adapted business idea, which would eventually assist in estimating the actual costs to be incurred and the profits to be gained after offering the respective products and/or services to the customers in the initial years of its operations. Finally, a realistic financial plan has been drawn for the new ventur e, which would aid the business to measure its financial viability efficiently in future. In this present day context, huge variations in the food choices of people living in different regions throughout the globe are becoming increasingly identifiable. This might be owing to the reason that the people living in this contemporary world have become much health conscious to remain fit and live a longer life. Thus, with this concern, in this health-conscious era, the business idea has been taken into consideration, for the production and the distribution of fresh juices obtained from the fresh fruits those are not native to the UK. It can be apparently observed in this similar regard that there lays the presence of several juice bars in varied regions of the nations in the world that serve apple, orange, strawberry and other fruit flavored juices to their respective customers worldwide. However, the least number of ventures in this modern business setting are noted to serve fresh juice s obtained from various tropical fruits that deliver health benefits to the people.

Compression Molded Tires Assignment Example | Topics and Well Written Essays - 1500 words

Compression Molded Tires - Assignment Example As the paper declares there are many parameters considered in the design of tires to consider them as high quality. Tires are designed with tread, beads and sidewalls. Treads are the patterned and molded surfaces that come in contact with the road surface. The body and sidewalls gives the shape of the tire and the rubber covered beads embedded with metals and wires holds the wheel tires. The tread depth is the parameter that shows the wear and tear of the tire. It can be measured through the difference of the top of the rubber tread with the bottom of the deepest grooves of the tire. The tread wear percentage is calculated for the remaining usability of the entire tire. According to the report findings the maximum load for the tire is another important parameter that reveals the capacity of every tire to carry weight. The load of the tire is related to the overall size and diameter of the tire. Tires with higher loads are considered to have stronger internal construction. Another parameter considered in manufacturing tires is the inflation pressure. Every tire has an allowable recommended inflation pressure that it can contain which is measured in cold conditions. Tires are marked with their allowable inflation pressure for the general safe operation for tires with specific load ratings. The speed rating of a tire is also an important factor to consider. It is basically the maximum allowable speed that the tire is designed.

American Kitchen Revolution Research Paper Example | Topics and Well Written Essays - 2000 words

American Kitchen Revolution - Research Paper Example The Architectural design upon which these works were laid depended on the North American basics and eclectic combinations of European architectural techniques, manipulations, and practices (Smith, 1976: 76). The preliminary commencement of American architecture dates back to the regal tradition of the United States and the practices that transpired as a result of the evacuation of European background. The American melting vessel grew and both the edifice and planning practices advanced. This in turn led to the dawn of the colonial style which became the cornerstone of the architectural progress of the United States. The outstanding consideration of these designs focus on the balance between classical and gothic ideals. Some of the common European monuments like Gloucestershire serve as benchmark for this piece of work. It therefore goes without objection that the kitchen is inextricably correlated to this discovery. The hearth remains in various historical sites helps to establish th e dating of this. Instead of the fridges of the 19th century, root cellars were used to maintain the cold temperature of foods during summers and offered a conducive environment for preservation of food stuffs during winter (Smith, 1976: 76). Another preservative method during the ancient kitchen era was the smoke house. It was very vital for preservation of both fish and meat. The early hearths invented were either of clay or stone origin. The hearths could either be deep or shallow, depending on the size of the homesteads. The fire places had fixed revolving spits and clips that could be used to hang meat. This had to be substituted with the wake of change though gradual. It came with the enactment of the sociological evolution which authorized the open air kitchen integrated with living room. Care was however taken not to contaminate the whole apartment. The later days ushered in the contemporary styles where a combination of the sobriety, clever storage solutions and cutting edg e technology was put in place (Smith, 1976: 76). Mr. Wright coined the word ‘’usonia’’ to guide the architectural designs in the USA as per the ideals of the American democratic ideals. This was meant for the vision of the moderated small and affordable houses then. These houses had in them central hearths, open kitchens, and window walls. They assumed the horizontal plan reminiscent of a storey building. The kitchen largely remained impervious by the many architectural plans and progress that there were during the middle ages. Only open fire places served this purpose. However old these kitchens may sound or look, the old kitchen houses were built together with the main house described as palace in Europe and had such inclusions as arms, flax, silver spoons, brass, pewter and iron among other stuffs and therefore served their intended role. They also had counter tops made from linoleum. They were superb structures compared to the small wooden houses that dotted some of the ancient fields. They had completed and well revamped gates, bright gardens, a fine canal, offices, orchards, and walks. Pertaining to this urge of putting up a desired kitchen, there emerged a major bottleneck which was the establishment of an appealing place for the location of a kitchen cabinet. This was meant for storage of food and pots away from sight. One known appliance of the time was the pantry dresser. The homes lacked modern pipes and thus forced

The GE Money Americas Essay Example | Topics and Well Written Essays - 1500 words

The GE Money Americas - Essay Example This paper presents a detailed discussion, analysis and illustration of leadership and talent management within GE Americas as a case study. The challenges which necessitated the need within GE Money Americas are discussed in addition to the model for change theory as applied within the company. In addition an evaluation of information gathered within the company as pertaining to leadership and talent management is given in the paper. Moreover the paper presents the speculated effects of the level of success that changes within GE Money Americas would have in the future operations of the company and recommendations on correct adjustments in case the change reduces its effectiveness. Need for Change in GE Money Americas The processes of managing employees within GE Money Americas were initially less integrated. This is demonstrated by the less centralized employee hiring system. The top executives within the company considered the centralized approach to employee management to be less effective because communication and sharing of ideas within the company was not motivated (Roderick, Lehmberg & John, 2009). The top executives within the company valued the role of effective human resource management as the definition of company success. It is in line with this that change was inevitable within the company. This change was aimed at improving the processes of talent management for the benefit of the company. Change was needed in all aspects of talent management within the company such as attracting new talent, sourcing, hiring, training and developing employees (Walsh, 2011). In addition there was need for change in the promotion of human resource within the company and their movement within various aspects or units of the company. The company’s executive identified the need to fuse the talent management strategy with the wider business strategy. It is because of this that it was considered necessary to centralize the strategy of managing the company staff ( Marquez, 2007). Through a centralized system of managing talent within a company, all employees are allowed to work in line with the common business strategy and business goals (Roderick, Lehmberg & John, 2009). In addition, a need for improved communication within GE Money Americas was identified. This was motivated by the view of communication by the company top executives as the most crucial element of any form of success. Communication is improved through the use of communication systems such as information technologies and applications which link all employees within an organization (Walsh, 2011). This promotes growth and innovativeness as a result of facilitated process of sharing ideas. More importantly there was a need for promoting interaction between the company leadership and all employees. This was aimed at ensuring that the needs of human capital were understood and efficiently met by the company leadership so that employees were left motivated. Model for Change Theory The lean approach is the model of change theory which was employed within GE Money Americas to bring about changes in leadership and talent management. Lean approach is a model for organization change which is designed to significantly cause improvements in the flow of business activities while eliminating any forms of wastes in work processes (Rothwell, 2012). This approach as employed within

Quantitative finance and methods ( masters degree) Statistics Project

Quantitative finance and methods ( masters degree) - Statistics Project Example at return on capital employed and retained earnings/total assets have a very high correlation (0.6), it would be advisable to remove both of them in order to avoid the problem of problem of multicollinearity. Regarding whether to remove either retained earnings/total assets or return on capital employed based on the likelihood ratio tests, it will depend on their respective p-values. The one with its p-value approaching 1 than the other should be removed, as that implies that it is irrelevant. (e) From the coefficients of the original logistic regression, and ignoring the likelihood ratio tests, is it generally true that firms with a higher current ratio are more likely to go into liquidation? Explain. (6 marks) Firms with a higher current ratio are more likely to go into liquidation. This is because if we were to carry out a comparative analysis between the original logistic regression and Firm X statistics, it is apparent that the lower the returns of a firm, the higher the current ratio. Furthermore, it is a common knowledge that the firms with lower returns are the ones with the highest possibility if of going into liquidation. since we have concluded that firms with a higher current ratio are more likely to go into liquidation, the p-value must be less than 0.05, which shows that the model is statistically significant at the 95% confidence level. Whether the above two results are statistically significant, at the 95% level of confidence will depend on the p-value generated from the computer. If p-value is less than 0.05, the two results are statistically significant, at the 95% level of confidence. Q2. In evaluating the default risk of bank customers, two approaches are used, namely, multiple discriminant analysis and conventional methods. From a sample of 460 customers, observed results and predicted results of good and bad loans are summarised below. Q3. You are working on a research project on capital structure. You

Mangrove Analysis Report Essay Example for Free

Mangrove Analysis Report Essay Introduction Coastal mud flats throughout the tropics carry a vegetation of mangrove swamp, which is particularly luxuriant in the wet tropics, such as Cairns itself. These evergreen trees and shrubs share similar habitat preferences, and a similar appearance to the untrained eye. This report will explain my findings in this biological topic, and describe the adaptations the mangroves have developed in order to survive the harsh location of estuaries and wetlands; the typical layout of mangrove communities through an original transect; representative specimen samples and descriptions; and also the typical state of the water and thus the environment through regular water samples. Adaptations The estuaries, salt marshes, swamps and wetlands mangroves live in represent hostile environments to mainland vegetation and have forced upon mangrove evolution a few peculiar adaptations such as tolerance of salty water, the development of pneumatophores (breathing roots), and a marked tendency to germinate their seeds on the tree. These features have consequently enabled mangroves to dominate the muddy coasts, leaving few competitors and only a small percentage of non-mangroves surviving in the harsh conditions, most of the non-mangroves, as you will find, being part of the myrtle family. Because of salt water and oxygen-deficient soil, many mangrove trees have roots growing above the ground. The names of these roots are: prop roots, buttress roots, pneumatophores or knee roots, and surface roots. These  project above the mud and have small openings (lenticels) through which air penetrates and oxygen is absorbed through the spongy tissue to the roots beneath. Estuaries and swamps impose very high water salinity. In fact salinity percentages can stand on average 3%s as high as seawater! For this purpose, mangroves have acquired three ways to survive with high and variable quantities of salt in their environment. Some trees absorb the salt then secrete it through a gland at the indented apex of the midrib. The Lumnitzera Racemosa is only an example. Other mangroves absorb the salt, then direct it to old leaves or bark that are soon to be lost from the plant, while others actually exclude salt entirely from their tissues by filtering all input in the roots. The sap of these types of species is therefore almost of the same salinity as common mainland plants. Examples of these organisms are the Ceriops Tagal and the Rhizophora Stylosa or Red Mangrove, part of the very common Rhizophoraceae family. Another particular adaptation of many mangroves is seed and fruit dispersal by water. The swamp plants have waterborne seeds, which are buoyant being enclosed in air-containing fruits, like all species of Rhizophoraceae. For some, the seeds are dispersed by water, making the buoyancy of the fruit crucial. They lie horizontal in seawater, and on reaching brackish water, turn vertically roots down and buds up. The fruit then lodges itself in the mud along the trip, and quickly produce additional roots, and begin to grow as a shoot. But in other cases, the seed produces roots while still attached to the parent tree. This long embryonic root emerges from the seed and grows rapidly downward, still hanging from the parent. This ensures that when the seed falls, the root is in the correct position to be driven into the mud, and send up new shoots. This germination method is called viviparity, or more accurately, viviparous seedling. Hostile Environment As observed in the table opposing, salinity records are extremely high, ranging from 3.3% to 3.65%. This causes the mangroves to have trouble  regulating water/salt input, although they are better adapted to the conditions than non-mangroves and mainland plants. The average pH level is 6.25, which remains fairly stable. Average salt density is 1.023 grams/cm3, and is just as representative as the salinity percentages. Common Mangroves The most common mangrove trees in the estuaries visited in personal and school time trips were as following, in decreasing order of estimated frequency:  ·Rhizophora stylosa  ·Grey Mangrove (Avicennia marina)  ·Orange Mangrove (Bruguiera gymnorrhiza)  ·Lumnitzera racemosa  ·Milky Mangrove (Excoecaria agallocha)  ·Myrtle Mangrove (Osbornia octodonta) Amongst others, these species will be presented and analysed on the following pages, giving specific labelling, descriptions, and adaptation discussion for each specimen. Excoecaria agallocha Analysis:  ·Leaf description: The leaves are alternate, simple, oval, and shorter than 10 cm; they have a shiny surface and a pointed tip. Some can have slightly toothed edges.  ·Stem description: round, brown, flexible; with brown, rough bark.  ·Sap description: Poisonous white sticky latex is exuded from broken surfaces.  ·Root type: surface root.  ·Flower type and description: Male inflorescence hangs narrow and furry, while the female inflorescence is green, beady, 1-4 cm long.  ·Fruit description: three-lobed fleshy capsules, green to brown.  ·Seedling type: viviparous seedling. [By Nathania Burrie] [User: TaniaSmartTwit] [[emailprotected]] [March 2002] This species of mangrove has developed horizontal rows of corky-brown air pores on the trunk, which are called lenticels. These aid oxygen input by allowing air to enter the plant tissues on a higher part of tree, that has less risks of clogging by soil or oils, than the roots. Indeed, the root system used by this mangrove is the surface root, which only allows oxygen to penetrate at low tide, when the roots are revealed to the air, if they are even emerged from the mud. On a reproduction point of view, the seeds are live and enclosed in three-lobed shells that contain air, and are therefore buoyant. The shell is then carried away with the incoming tide and under the factors of water salinity and temperature, will deteriorate more or less quickly, until the buds anchor onto an ideal shore. This particular mangrove also secretes a blinding poison from any injured surfaces to protect itself from external aggressors. This sap is irritating to the skin, and some derivations of the genus can even cause blisters. However, this defence mechanism is only effective against aggressors once they have learnt a lesson. Ceriops tagal Analysis:  ·Leaf description: The leaves are a waxy yellow-green, shorter than 8 cm, opposite, simple, oval; they have a pointed apex, and occur in clusters at the end of the branch.  ·Stem: average.  ·Root type: buttress root, and knee roots.  ·Flower description: small green to brown buds with five green petals.  ·Fruit description: small viviparous fruit enclosed in small, brown, beady capsules.  ·Seedling type: viviparous seedling. [By Nathania Burrie] [User: TaniaSmartTwit] [[emailprotected]] [March 2002] Just like the Bruguiera and the Rhizophora, this species of mangrove uses a different type of viviparous germination from the Excoecaria agallocha. Embryonic roots emerge from the seeds and grow downward. When the seeds fall, they are driven into the mud, and send up new shoots. To prevent burning, the leaves are often orientated straight up in the air to avoid strong midday sunlight. Osbornia octodonta Analysis:  ·Leaf description: 2-3cm long, opposite, simple.  ·Stem: red tinge to the base of the leaves, grey and stringy bark.  ·Root type: surface roots.  ·Flower description: roundish white flowers with a red nucleus, usually 1cm wide.  ·Fruit description: a bit larger than the flower, similar shape.  ·Seedling type: non-viviparous. [By Nathania Burrie] [User: TaniaSmartTwit] [[emailprotected]] [March 2002] Being both of the Myrtaceae family the Myrtle mangrove and the eucalyptus tree share the very same fresh smell when the leaves are crushed. The seeds of the Myrtle mangrove are not viviparous, so the species cannot  spread to a vast surface area using the water-dispersed viviparous propagules as mentioned earlier. Interestingly, however, the crushed leaves can be rubbed on the skin as an insect repellent! Acrostichum speciosum Analysis:  ·Leaf description: Exceptionally, the leaves of this mangrove are fronds, and are known to reach up to 2m long! The smaller leaflets, though, are up to 15cm long. Leaves are alternate.  ·Stem description: yellowish-green, supple.  ·Root type: normal fibrous root.  ·Flower type and description: Ferns do not produce flowers, but have spores on the underside of the leaf instead.  ·Fruit description: Ferns do not produce fruit either. The Mangrove fern is the only fern that inhabits the mangal forest floor. In fact, all other ferns found in the mangroves are epiphytes (see definition chapter). Characteristically of ferns, this species does not have any flowers or fruit, but spores instead. Rhizophora stylosa Analysis:  ·Leaf description: simple, opposite, usually 10cm long or more, the undersides are of a lighter green dotted with brown speckles. They are gathered in clusters at the end of the branch.  ·Bark description: rough, brown, and red when scraped (thus the common name Red Mangrove)  ·Root type: prop roots or stilt roots (thus the name Spider Mangrove)  ·Flower type and description: small white, four-lobed flowers that are pollinated by wind or insects.  ·Fruit description: viviparous propagules, generally measuring 30cm or up to 40cm.  ·Seedling type: viviparous seedling. [By Nathania Burrie] [User: TaniaSmartTwit] [[emailprotected]] [March 2002] The Rhizophora stylosa has also developed lenticels on the trunk, just like the Excoecaria agallocha. This helps to allow air into the plant when the prop roots are submerged at high tide or in the anaerobic mud. The Red mangroves reproductive mechanism is viviparous, which represents a strong advantage compared to the majority of mangroves presented in this report. Avicennia marina Analysis:  ·Leaf description: simple, opposite, green, epileptic leaves of roughly 10cm, with a silver underside, and salt secreting glands.  ·Bark description: dull, grey-white bark (thus the common name Grey mangrove and White mangrove)  ·Root type: pneumatophores.  ·Flower type and description: tiny golden, four-petalled flowers.  ·Fruit description: The fruits measure from 1 to 2cm in length, are green, and faintly furry.  ·Seedling type: non-viviparous. Pneumatophores are air vessels; a type of mangrove root that grow above the substratum or mud, and perpendicular to the main root underground. They transport oxygen, which is vital, into the tissues of the plant. But pneumatophores are just as susceptible to clogging as other pores in the other types of roots when the tide is high, or when parasites feed into the pores of the root. Bruguiera gymnorrhiza Analysis:  ·Leaf description: simple, opposite, large leaves (10 to 20cm), with a slightly curled side and a pointed tip, occurring in clumps at the end of branches.  ·Bark description: The Bark is of a very dark brown, with a coarse, rough texture.  ·Root type: knee roots.  ·Flower type and description: 8 to 16-lobed red flowers, approximately 4cm long and 3cm diameter.  ·Fruit description: green, wide viviparous propagules, average 15cm long.  ·Seedling type: viviparous seedling. The viviparity of this species is surely an advantage, and obviously a way to adjust to the harsh environment the travelling seeds would otherwise perish in. Indeed, the propagules are nourished on the tree, accumulating the carbohydrates and other compounds required for later independent growth. The pre-germinated seeds benefit from the achievement of a structural complexity that will help it acclimate to extreme physical conditions that might otherwise prevent normal seed germination. Any other mangrove that uses this reproductive mechanism benefits from the same advantages. Knee roots are simply another type of root channels that emerge from the substratum to absorb oxygen through lenticels. Lumnitzera racemosa Analysis:  ·Leaf description: simple and alternate. Small (up to 7cm), fleshy, spatulate. Indentation at the apex of the leaf, where a salt-secreting gland is visible.  ·Bark description: grey, fissured.  ·Root type: small knee roots.  ·Flower type and description: small white flowers (~2cm).  ·Fruit description: green, capsule-shaped fruit.  ·Seedling type: non-viviparous. [By Nathania Burrie] [User: TaniaSmartTwit] [[emailprotected]] [March 2002] One way the Black mangrove has adapted to the brackish water is by using a particular salt mechanism: excretion. (See pages 1-2) The leaves are very fleshy and rigid to feel. This is because the plant stores more moisture in the leaves than ordinary mangroves. Definitions Aerial root roots grow from high branches downwards, sometimes without reaching the ground. Buttress root close, tightly curved roots dividing from the trunk. Compound leaf The blade is divided into two or more distinct leaflets. Epiphyte a plant that uses another plant (usually a tree) for support but not for water or nutrients. Some are able to trap their food and water in their leaves and roots. Knee root root emerging suddenly from the ground, in a triangular shape. Lenticel is a loosely packed mass of cells in the bark of a woody plant, visible on the surface of a stem as a powdery spot, through which gaseous exchange occurs. These are inactive during high tide. Lichen an organism consisting of a fungus and an algae or bacterium living in symbiotic association. Lichens can be crust-like, leafy, scaly, or shrubby in form. (Many lichens are extremely sensitive to atmospheric pollution and have been used as pollution indicators!) Pneumatophore is an air vessel; a type of mangrove root that grows above the substratum or mud, and is perpendicular to the main root underground. It transports oxygen, which is vital, into the tissues of the plant. Prop root straight roots often well visible from the ground, dividing from the trunk to the ground Simple leaf not divided into leaflets. Viviparous seedlings are seeds that sprout while still attached to the parent tree. Viviparity and the long-lived propagules allow the mangroves to spread over wide areas. It is a way to adjust to the harsh environment the travelling seeds would otherwise perish in. Indeed, the propagules are nourished on the tree, accumulating the carbohydrates and other compounds required for later autonomous growth. These pre-germinated seeds benefit from the achievement of a structural complexity that will help it acclimate to extreme physical conditions that might otherwise prevent normal seed germination. Transect  ·Dominant species: Non-mangroves (26%)  ·Dominant mangrove species: Orange mangrove (21.7%)  ·Tallest species: Eucalyptus non-mangrove (~11.5m)  ·Tallest mangrove species: Orange mangrove (~10m)  ·Tallest species by average heights: Rhizophora Stylosa (9m), Orange mangrove (8.8m), Black mangrove (8m)  ·Highest substrate scale: 3.5 (sink mid calf / knee)  ·Lowest substrate scale: 1 (firm)  ·Estimated average substrate scale: ~1.5 (soft to walk on)  ·Highest light scale: 5 (most open area)  ·Lowest light scale: 1 (mud completely shaded)  ·Estimated average light scale: 3 (dappled patches of light) Approximate Species percentages Pie Graph The transect is a linear cut through the mangroves directly from the shore to the woodlands. This transect was taken at Trinity Park Estuary, and can obviously not be drawn as an exemplary model for the standard zonation of mangroves. But the transect is, however, accurate and a representative sample of the mangal region it was taken in. The most common mangrove species of this region is the Orange mangrove or the Bruguiera Gymnorrhiza, representing over 21% of the mangal population. The height of the mangroves ranged from 0.75m to 10m for the Mangrove fern Acrostichum Speciosum to the Bruguiera gymnorrhiza respectively. The average height of the mangroves was 6.4m. Logically, the most open area within the transect was at a regrowth area (2.5m to 7.5m distance from shore) where very small viviparous seedlings were making their way through the anaerobic mud. This patch of mud was probably caused by regular incoming tides washing away young seedlings, making it difficult to cover itself with vegetation. Also, the regular marching of visiting fishermen and excursion students surely didnt help Mangrove swamps used to be regarded as smelly, muddy, mosquito-filled crocodile environments. They were avoided and many were replaced by rubbish tips or drowned in soil for new construction sites. The result is that today, mangrove swamps are lacking. They have finally been recognised as crucial to the ecosystem they represent, and are valued for primary resources in exportation. Ironically, us excursion students were visiting the mangroves to learn about the mangal environment and the way these plants work, although we were also, as a group, contributing to damaging the site by stepping on young growths, ripping samples from the trees etc. The damage caused to the plants was trivial but symbolic. It is important that the new generation learns about the fragility and importance of mangroves throughout the world, for their many significant purposes. They are in fact vanishing in many countries, while it has been learnt over the years and still should be taught to value these places instead of taking them for granted.

Childrens Needs And Violence Against Children

Childrens Needs And Violence Against Children à ¢Ã¢â€š ¬Ã… ¾I do not believe in a child worldà ¢Ã¢â€š ¬Ã‚ ¦ I believe that child should be taught from the very first that the whole world is his world, that adult and child should share one worldà ¢Ã¢â€š ¬Ã‚ ¦ Pearl S. Buck The aim of the following thesis is to present the image of a child in Charles Dickens novel Oliver Twist. On the strength of this novel, the author will attempt to discuss the importance of a childs psychological, physiological and emotional needs, and ways of their fulfilment in the process of a childs development. Children are innocent and defenceless human beings and to ensure their safe and proper growth, they need to be provided with an environment conducive to their healthy development. Adults often overlook the importance of their childs needs, they are simply unaware of their existence, and in consequence, children mature into troubled and unstable individuals. The lack of parental support, which often results in neglect, abuse and childs humiliation, may in fact seriously injure the childs psyche. Most Charles Dickens novels feature an image of a child Pip, Oliver Twist, David Copperfield; in his portrayals Dickens argues that children and adults perceive the world differently. In spite of their limited knowledge and experience children are acute and sensitive observers. In his novels, Dickens shows children, who struggle with the adversities of adult life, children who have no childhood and must survive against the hostile society of the Victorian England caught in the frenzy of the Industrial Revolution. The author relies often on his own experiences, his childhood was disturbed by the tragedies in his own family, which gives his novels a sense of authenticity. Charles Dickens was born on 7th February 1812 in Portsmouth in England as a son of John and Elizabeth Dickens. His fathers irresponsibility and lack of ambitions were the reasons why his family situation was often uncertain. He was always in debt and, as a consequence, in 1824, when Charles was only twelve years old, his father was imprisoned, together with his family. However, through his uncles instigation, young Charles found employment at a newly opened blacking factory and was spared from the prisons sentence. Michael Slater, Dickenss biographer, shows how this experience influenced small Dickens: à ¢Ã¢â€š ¬Ã‚ ¦Dickens leaves no doubt as to the degree of the psychological and emotional earthquake suffered by his twelve-year-old self: It is wonderful to me how I could have been so easily cast away at such an ageà ¢Ã¢â€š ¬Ã‚ ¦ No advice, no counsel, no encouragement, no consolation, no support, from any one [à ¢Ã¢â€š ¬Ã‚ ¦] I might easily have been, for any care that was taken of me, a little robber or a little vagabond.  [1]   Dickens is an expert at childrens feelings and emotions, and through his works, he urges adults to be sensitive towards their fragile personalities. His novels, and his child characters, witness the abuse of children in the Victorian Period. His works were to give voice to children who desperately needed help and who rarely were able to communicate their needs and even more seldom obtained the help they needed. The first chapter of the following thesis is divided into four parts. In the first part, the author will describe the importance of childrens psychological needs necessary to their proper growth. The emphasis will be placed upon the needs fulfilment methods and the consequences of not fulfilling them: a lack of a childs psychic stability, problems in adolescence, etc. In the second part of Chapter One, the author will discuss violence against children in the Victorian Period and its consequences. On this occasion, the ideas of a Polish psychologist, Aleksandra Sobkowska will be presented in the context of the recent findings of New Psychology. Still in Chapter One, I will introduce Abraham Maslows psychological theory of the hierarchy of human needs. At the end of the same chapter, the author of the thesis will present the figure of Charles Dickens as a victim of the Victorian epochs Industrial Revolution, a victim of social injustice and economic deprivation, a victim of childhood i nterrupted. The Second Chapter will focus on the characterization of and the role of children in the Victorian society in the period of the Industrial Revolution. On that occasion, Oliver Twist, Dickenss portrayal of children in the historical and socio-economic context, will be discussed in detail and placed in the context of the Maslowian theory of the hierarchy of needs. In this chapter, the author will also ponder on Dickens involvement in the struggle against a childs exploitation; it is not clear whether in his books, the author aimed at evoking sympathy for the children and their plight, and thus he wrote mainly for the adult readership; or attempted to elucidate children on the causes of their unjust and despicable conditions. Chapter One Childrens needs and violence against children. The aim of the following chapter is to present the importance of needs in childrens psychological growth. In the course of Chapter One, the author of the thesis will refer to the foundations of Abraham Maslows theory of the hierarchy of needs. The author will also discuss different types of violence against children as the most detrimental element in a childs psychological development. Finally, Charles Dickens life will be placed in the context of the Victorian period. Childrens psychological needs Psychological needs of a human being are of great importance first and foremost for children, however, adults very often forget about it. Satisfying a childs material needs such as clothing, feeding, etc, they are convinced that they adequately fulfil their parental responsibility. In the light of modern psychology such an attitude is viewed critically. Though easily convinced that material goods are all they need, children become increasingly dissatisfied. Disturbing signals in our daily life children committing serious crimes, children becoming addicted to alcohol and drugs, adolescents dropping out of school; are all but proof of the existence of an area in a childs psyche that remains overlooked and neglected. Children differ significantly from one another; therefore, each child has to be treated separately whether it is by its parents or educators. Adults usually realize far too late how important they are for their childrens development, generally when their children start misbehaving and cause problems.  [2]  In order to prevent such a situation, it is necessary to study the mechanism of the needs formation; then consciously new and positive needs a need to discover, to know, to feel good about oneself can be created. As far as the mechanism of creating new needs is concerned, they are formed first through satisfying the needs that already exist. It is very important to offer children the opportunity to develop new and valuable needs, and rewarding responses of the environment have a great influence on childrens psychic growth. One of the main needs that are worth mentioning here is the need of emotional contact between a mother and a child. At the beginning, this contact has a more physical character, but in time, the character of this contact changes. It has a more psychological sense and needs another form of fulfilment.  [3]  Parents are able to create proper conditions to form a childs personality; to achieve this aim, parents must continuously observe and recognize their childs needs and try to understand them. Many factors have an influence on a harmonious course of a childs development, including all psychophysical processes, and affect the childs future stance point of view, and the way she or he is perceived by the society.  [4]   Human needs are divided into: material, biological, organic and psychological ones. Generally, psychological needs are additionally divided into: A need of safety shaped in ontogenesis A cognitive need An activity need A need of independence and personal development An emotional and social interaction need A sense of belonging and acceptance need A possession need b. Violence against children as the negation of proper development A child who is harmed is the one who is suffering due to improper behaviour of other people, mainly parents and guardians, and who experiences injustice and a sense of powerlessness. This process, whether intentional or unintentional, and resulting from adults actions, may have a negative influence on a childs physical or psychological development.  [5]   Dickens stories abound in episodes involving both psychological and physical abuse among children. Children rob one another of dignity and belongings. They accumulate anger and frustration in themselves. They are weak and dominated by adults and find abusing their equals or weaker ones as the only possible way of venting their anger. Violence against children leads unavoidably to violence in children. This too is a result of a childhood interrupted, of a thwarted development. Violence against children is the most perverted form of violence; children are defenceless and innocent human beings at a formative stage, who are susceptible to a physical and to psychological injury. Though violence may reside in children themselves, for example, in unwanted, problematic, chronically ill or disabled children; in the majority of cases, children are victims of violence perpetrated by adults. Violence occurs in many different circumstances, and may have different forms, but generally three groups of reasons for its occurrence may be distinguished: violence in children directed against others (children as well as adults) is a result of the childrens frustration with their own health (disabled and chronically ill children), with their social and indirectly economic status (orphaned children, children of alcoholics, etc.) and, importantly, often is a consequence of war; violence in parents directed at children which often is a result of social pathologies dysfunctional families; violence being a result of a familys social isolation owed to their religion, ethnicity, social or economic status, etc. According to Aleksandra Sobkowska, a Polish psychologist, there is a conventional division of violence against children based on its type: physical, psychological and sexual abuse. Negligence of children is sometimes considered to be the mildest form of violence, however, it is most common, and it is extremely harmful and just like any other form of psychical abuse beatings, torture, etc. extends its effects into the sphere of a childs psyche. Therefore, the distinction between physical and psychological abuse, at least in terms of their lasting effects psychical and psychological scars overlap and blur. In Sobkowskas view, psychical abuse of children has cognitive, emotional and behavioural consequences a childs abuse syndrome may be manifested by: a lack of a sense of security a lack of a sense of belonging to the closest people a lack of or low self-esteem spiritual loneliness a feeling of being harmed a feeling and consciousness of guilt and shame difficulty in forming relationships. In Charles Dickens novel Oliver Twist, there are many examples of child abuse and violence ranging from the very basic lack of alimentation: Unfortunately for the experimental philosophy of the female to whose protecting care Oliver Twist was delivered over, a similar result usually attended the operation of her system; for at the very moment when a child had contrived to exist upon the smallest possible portion of the weakest possible food, it did perversely happen in eight and half cases out of ten, either that it sickened from want and cold, or fell into another world, and there gathered to the fathers which it had never known in this.  [6]   through terrible living conditions; An unfinished coffin on black tressels, which stood in the middle of the shop, looked so gloomy and death-like that a cold tremble came over him, every time his eyes wandered in the direction of the dismal object: from which he almost expected to see some frightful form slowly rear its head, to drive him mad with terror. The recess beneath the counter in which his flock mattress was thrust, looked like a grave.  [7]   resulting in a sense of fear and spiritual loneliness: He was alone in a strange place; and we all know how chilled and desolate the best of us will sometimes feel in such a situation. The boy had no friends to care for, or to care for him. The regret of no recent separation was fresh in his mind; the absence of no loved and well-remembered face sank heavily into his heart.  [8]   Psychological violence is a conscious destruction or significant limitation on a childs possibility of proper development. Ranging from insults, as can be seen in the following episode from Oliver Twist: Get downstairs, little bag o bones. With this the undertakers wife opened a side door, and pushed Oliver down a steep flight of stairs into a stone cell, damp and dark, forming the ante-room to the coal-cellar, and denominated the kitchen.  [9]   It is hard to draw any conclusive ideas as to what future awaited Oliver, and whether his childhood filled with pain brought to bear on his life as an adult. There is a note to the preface of Charles Dickens Oliver Twist which say: It tells the story of an unfortunate orphan boy from his early years in the harsh environment of the workhouse, to his struggle for survival in the dangerous world outside its gates.  [10]   A parallel between the story of Oliver Twist, à ¢Ã¢â€š ¬Ã‚ ¦ a boy who dares to ask for more  [11]  and the life of Charles Dickens is evident. As a young boy, Dickens was forced to work in one of Britains infamous sweatshops, or as they were often referred to, children factories. His fathers debts put the whole family in prison; only young Charles was spared his freedom, however, in exchange for hard labour in a blacking workshop. In a way similar to most children from poor neighbourhoods of London, Dickens suffered pains of poverty hunger and all things most children his age would take for granted. Hunger haunted little Charles, something that is echoed in the story of Oliver Twist, but what pained him more was his hopelessness against the odds set by the cruel society of the 19th century Britain. Britain was undergoing a period of transformation; the Industrial Revolution was at its peak; many people fled the impoverished countryside and settled in big cities. There, they we re exploited by the capitalist industrialists. Slavery was by then outlawed in Britains overseas colonies, importing cheap labour was out of the question, yet the growing economy needed hands, many hands, inexpensive hands. In such circumstances, children became a commodity cheap and easy to manage. Factories soon filled with little children whose parents, all the while working themselves to near death, still failed to make ends meet. This is an era of Britains great economic expansion; this is an era that witnessed the birth of communism. Britain was getting rich, or at least the rich were getting richer; for the rest the society was falling apart. Many children faced a very bleak future; orphaned (mostly through abandonment); deprived of any possibility for social advancement, just like Oliver Twist, veered onto the dangerous path of crime. Dickens resisted the temptations of becoming a criminal; perhaps, in that sense, he was lucky; his contacts with Londons underworld remained luckily within the confines of his fantasy. I might easily have been, for any care that was taken of me, a little robber or a little vagabond  [12]  Dickens, a literary giant of the Victorian England, was first and foremost, its victim. As a child, he suffered all the deprivations shared by most of his books characters Nicholas Nickleby, Oliver Twist, Pip and David Copperfield; whose lives stories became a great testimony of Britains shameful past a past tainted by abuse against the innocent and the weakest children. c. Maslows hierarchy of needs This part of the thesis is based on the psychological theory authored by Abraham Maslow. Among other things, he wrote about human nature being good or at least neutral. It cannot be assumed that a child is born with a bad nature.  [13]  Because of its pessimistic, negative and restricted conception of human nature, Maslow became very critical of psychology. Unlike other scientists, he conducted his tests on healthy people, people without, for example, brain injuries; and he reached a number of new and innovative conclusions concerning personality. He claimed that psychology is much more occupied with peoples weaknesses rather than strengths; that the main focus of psychological studies is sin, and virtue tends to be omitted.  [14]   Maslows hierarchy of needs is represented by the following diagram: Maslow recognises, and illustrates his notion by means of a pyramid, that human needs can be divided into five levels, four of which represent deficiency needs (referred to also as basic needs) and are associated with human physiology. Only when those needs are satisfied, a human develops a need of self-actualization (referred to also as growth needs). d. Society in the Victorian Age Dickens hero, Oliver Twist, lived in a difficult time characterised by changes and the resulting serious crisis in the politics, economy and religious life. Victorians expected progress, rapid changes that were to improve their daily lives; apart from the elite, life in the nineteenth century was very hard for most of simple citizens, especially for children. Many peasants, driven away from the countryside by the prospects of better lives in the cities, fell victim of industrial exploitation and the capitalist system of economy. Cities grew in population too rapidly, forcing many to live in squalid neighbourhoods filled with filth and crime. Urbanization meant more places of work, but the cost of living in big cities often exceeded an average familys means. Families were large or too large; people lived in overcrowded houses in hand-to-mouth conditions. Industrial production was carried on at great risks and causing suffering of men, women and children. Britains status as the worksho p of the world was achieved at a great human cost  [15]  . People including small children worked fifteen or sixteen hours a day in, most of the time, unbearable conditions. The majority of people the so-called working class, which ironically included the unemployed, lived in the scruffiest of households. The industrialists treated the less fortunate, especially children, simply, and only, like objects, manpower. Children were exploited more than adults, because they never dared to ask for more. What is more, parents willingly agreed to this exploitation, even of very small children (often younger than six years of age), because they, too, could earn a few pennies. This extra income for starving families was at times a matter of life and death. Children employed in industry, suffered and often fell ill, at times irreversibly. Their childhood was taken away from them, but what is more, the precarious working and employment conditions, often forced them into the streets where they begged or stole to survive. Most children were denied the stability of having a home, being abandoned by their parents. Sometimes they were subjected to violence or solitude, being under-nourished or even starving, covered with rags, sleeping in empty cellars. Deprived of love and support from adults, they were neglected and lonely among others. The working class children had no rights and their hardship earned them no respect. People in Victorian England believed they were doing what was best for their children. But they were gripped by an idea which was widespread at that time that children were empty vessels, containing nothing worthwhile until filled with what adults judged best.  [16]   Dickens in his novels depicted the Victorian societys major problems. The writer portrayed the society in all its variety, touching all their problems but the theme to which he always returned, was the family, childhood, injustice, inequality, crime, corruption, scandals, poverty, as well as the suffering of children. Whatever he wrote was written with passion, because he experienced seeing life, from the point of view of the poor people and abused children. In his time, few people understood children as well as Dickens did, and he was the first writer who described childrens thoughts and feelings capturing the way they spoke, behaved, and suffered. Chapter two Childrens needs and violence against children based on Dickens novel Oliver Twist. The aim of the following chapter is to present the connection between a childs needs and life in the Victorian Age on the basis of Dickens novel Oliver Twist. Oliver Twist is the first novel in which Dickens speaks out against social injustice and an inadequate economic system that condoned the plight of the poorest, yet the largest, segment of British society. His, is not a portrait of a happy and harmonious family, but a debt-ridden, broken family where children, unless employed in Britains worst workshops, are viewed as a burden. The author tries to show terrible conditions in workhouses where poor people were forced to live and work if they could not pay their debts. In his novel Oliver Twist, Dickens also draws a critical picture of charitable foundations and their involvement in childrens orphanages. Additionally, Dickens sheds light on Londons dangerous criminal underworld. The main character of the novel, Oliver, is a neglected, illegitimate child. He does not know his father and his mother died at his birth. He is brought up as an orphan in cruel conditions in an orphanage typical of the Victorian Age. This small and lonely child is drawn into the world of brutality and violence. The fact that he does not have parents increased his loneliness and difficulties in life because he is deprived of their support which is very important, especially at the beginning of everyones life. Having a normal life is important for a child, but for Oliver that proved an unattainable dream. Oliver spends the first nine years of his life in a badly run home for young orphans and later he is transferred to a workhouse for adults. There, not only does he lack means to secure himself a decent upbringing, but is constantly short of the essentials such as sufficient amount of food, a room to sleep or clean clothes. When he is nine, he is still a child and he does not understa nd the world around him, especially his own status. Once, he asks an adult what it means to be an orphan: Boy, said the gentleman in the high chair, listen to me. You know you are an orphan, I suppose? Whats that, sir? inquired poor Oliver. The boy is a fool I thought he was, said the gentleman in a white waistcoat.  [17]   Oliver is afraid of adults; he does not understand why strangers decide about his future and his life, and in their presence he often trembles and cries. One of the most important and memorable images in the novel is the moment when Oliver feels extreme hunger and asks for something more to eat: Please, sir. I want some more.  [18]  This famous scene is symbolic in that sense that it expresses Olivers revolt against his situation. He does not understand that such behaviour is unacceptable in the workhouse and he is beaten as a result and then put up for sale, like an object, not a human being. Oliver acts against the rules because the situation in the workhouse is abnormal; his basic needs are not satisfied. The living conditions in the workhouses of the 19th century Britain were very severe and often these harbingers of modern day sweatshops resembled more prisons than houses. The treatment of children was terribly bad, some of them even starved to death. The sufferings of children in the Victorian Age indicate that their basic needs were not satisfied. The fundamental, basic needs which are essential for our survival, such as proper nourishment, a place to sleep, warmth were not met then. According to Maslow, food occupies the lowest level of the pyramid in the hierarchy of needs, and belongs to the very primitive group of needs, which are essential for survival; refusing proper nourishment to hungry people, especially children is the negation of humanity. What is more, Oliver Twist is denied safety and stability; he is an unloved and lonely child thrown into unsympathetic adult world, where he lacks parental love, affection and protection. In Maslowian theory, Oliver is denied access to the second developmental level and his need to feel safe remains unfulfilled. At the beginning, Oliver is not aware of his situation; gradually, however, he comes to realize his standing: I am a very little boy, sir; and it is so- so à ¢Ã¢â€š ¬Ã‚ ¦ So what? inquired Mr Bumble in amazement. So lonely, sir! So very lonely! Cried the child [à ¢Ã¢â€š ¬Ã‚ ¦].  [19]   This small boy feels he should have some rights as a human being and he seeks love. It is only natural for a boy like Oliver to look for love and a sense of belonging, a feeling that gives people a sense of stability. Again, the fundamental need, the third level of the Maslowian pyramid representing the hierarchy of needs necessary for a childs proper physiological and psychological development remains unfulfilled. Although he leaves the workhouse, his circumstances never improve; he moves in with Mr. Sowerberry, an undertaker. Subjected to moral and physical oppression, Oliver continues to feel lonely, cold and abandoned; in his new home he has no place to sleep: Then come with me, said Mrs Sowerberry, taking up a dim dirty lamp, and leading the way upstairs; your beds under the counter. You dont mind sleeping among the coffins, I suppose? But it doesnt much matter whether you do or dont, for you cant sleep anywhere else.  [20]   Another boy, named Noah Claypole, who too is a worker at Sowerberrys workshop, constantly abuses Oliver, but the main character endures his fate without a word of complaint. One day however, acting on an impulse, Oliver fights off Noahs attacks. He fights in defence of his mothers name but despite his innocence, Oliver is severely punished. This situation illustrates the Maslows notion of violence being a result of a thwarted development in an environment where a childs basic needs remain unfulfilled; violence and other forms of anti-social behaviour are a consequence. In other words, a child who is deprived of an opportunity to fulfil his needs uses aggression, turns to aggression; he/she does not act like a normal child. This moment in the novel marks another important transition; Oliver demands to be respected he reacts with violence against the insults used with regard to his mother an action that points to the fourth level of the Maslowian pyramid, the need of esteem. Oliver decides to escape because he refuses to endure his treatment. He chooses London hoping to change his life for better. In spite of being exhausted and hungry; he does not give up and is still full of hope and determined. He meets Dodger, who offers him a helping hand. Unaware, Oliver joins a gang of juvenile pick-pockets, run by a Jewish emigrant named Fagin. Dodger and other young boys, and now Oliver, roam the streets of London stealing, when they can, hanging out, laughing. Fagins gang creates an authentic society and provides these unwanted boys with security and a sense of belonging. Oliver has never known this kind of life; he is drawn to it to gain respect amongst peers, but also to feel accepted, relied on, and needed. At the beginning, Oliver does not realise that he has joined a criminal group. He does not understand the whole situation but tries to be a quick learner and to acquire new skills, i.e. pick pocketing. However, because he has little experience, or simply because he still is a naÃÆ' ¯ve little boy, he gets caught and arrested. Fortunately for Oliver, Mr. Brownlow, one of the gangs victims, recognizes the boys innocence, exonerates the boy during the investigation and takes him into his custody. Oliver leads now a better life, at last, but he is not sure if his benefactor will not one day send him back into the streets of London. He asks Mr. Brownlow: Oh, dont tell me you are going to send me away, sir, pray! [à ¢Ã¢â€š ¬Ã‚ ¦] Dont turn me out of doors to wander in the streets again. Let me stay here and be a servant. Dont send me back to the wretched place I came from. Have a mercy upon a poor boy, sir!  [21]   Mr. Brownlow, however, reassures the boy of his true devotion to his upbringing: My dear child, said the old gentleman, moved by the warmth of Olivers sudden appeal, you need not be afraid of my deserting you, à ¢Ã¢â€š ¬Ã‚ ¦Ã‚  [22

The Real California Cheese Campaign Marketing Essay

The Real California Cheese Campaign Marketing Essay The Real California Cheese Campaign is a great example of a prosperous, positive promotional campaign. This campaign originated because of a study conducted by the Stanford Research Institute to improve the waning dairy industry in California. The California Milk Advisory Board (CMAB) is a state agency responsible for promoting California dairy products (Belch 297). The CMAB took the information from the study to develop and implement a highly effective integrated marketing communications plan. In order to have a profitable advertising campaign, there must be an integrated marketing communications plan in place. Our textbook defines integrated marketing communication as, a strategic business process used to plan, develop, execute and evaluate coordinated, measureable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value (Belch 12). The Happy Cows campaign did this for the cheese industry in California. First, there was the planning stage when the CMAB appointed the Stanford Research Institute to conduct a survey. Then the plan was developed and the CMAB decided to put the Real California Cheese seal on all their products for brand identity (Greenwald 1). The integrated marketing communication plan was implemented in 1985. This is when they started promo ting Real California Cheese with advertising on television and the radio, in newspapers and magazines, and outdoors. In 1995, the CMAB decided to have an emotional approach to their advertising campaign. During the years 1995 to 2000, the slogan for California cheese was Its the Cheese. In the year 2000, under the direction of a new advertising agency, Deutsch LA, the slogan Great Cheese comes from Happy Cows. Happy Cows come from California was introduced (Greenwald 2). In the text video, we watched some of these commercials and they are very funny and entertaining. This campaign portrayed a positive image for California cheese that customers will remember. Our textbook mentions this concept by stating, Marketers generally try to create agreeable messages that lead to positive feelings toward the product or service. Humorous messages often put consumers in a good mood and evoke positive feelings that may become associated with the brand being advertised (Belch 178). Our textbook al so points out that, Humorous ads are often the best known and best remembered of all advertising messages (Belch 199). One of the reasons this campaign is so successful is because people of all ages can understand and receive the message they are trying to portray to the customer. Lastly, the process was evaluated to get feedback from customers. During the evaluation process, people were asked if they recognized who the advertiser was in cheese advertisements and where the cheese they buy comes from (Greenwald 16). The integrated marketing communication plan for Real California Cheese is measureable because of the results of these surveys. It is also persuasive because their profits and consumption percentages have rose significantly because of this advertising campaign (Greenwald 7). Another reason this integrated marketing communication plan succeeded so well is that they used so many customer-orientated advertising sales promotional (Belch 23) tools in stores; for example: sampli ng, demonstrations, coupons, flyers, and banners (Greenwald 4). This success has definitely generated both short-term financial returns and build long-term brand and shareholder value (Belch 12) for this company. It initially increased sales, and continues to do so, as proven by the statistics on page 7 (Greenwald). The Real California Cheese seal played an important role in the success of the entire campaign. This universal indicator shows that the milk used to make the cheese is from California cows (Greenwald 1). Our textbook states that Positioning has been defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition (Belch 56). The Real California Cheese seal is what differentiates this cheese from other cheeses in the market and is used as the primary symbol of their company. This seal is on every package of cheese made in California, as well as on restaurant menus that use the California cheese, and coupons for California cheese. This is an integral part of their integrated marketing communication plan. The Real California Cheese seal gives it brand identity (Greenwald 1). Our textbook describes brand identity as, a combination of many factors, including the name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand (Belch 56). It made a big difference to the program because buyers of the cheese as well as products made with California cheese are easily recognized (Greenwald 1). The advertising agency was assigned to target women ages 25 to 54. They are the main buyer of cheese, have fairly higher earnings than average, and are most likely to be married with a family. They had a yearly budget of $33 million to spend for developing the campaign (Greenwald 3). The Happy Cows personality that was created can be described as fun and entertaining. They use humor and positive imagery in their advertising campaign. Our textbook points out that, One study found that people who enjoy a commercial are twice as likely as those who are neutral toward it to be convinced that the brand is the best (Belch 167). The pros of the campaign are that they were able to reach out to so many people in different ways. They used many different advertising outlets to reach a wide audience. They use mass marketing to advertise their product on radio and national television, as well as on outside billboards, and transportation shelters. In 2004 and 2005, they used mass marketing during the Super Bowl. They marketed Real California Cheese in stores by giving out coupons and samples. This was all part of their identity-building ad campaign (Greenwald 3). They advertise in retail outlets, in the food service industry, and at various trade shows as well (Greenwald 3-5). They actively advertised their campaign, making sure it was positive, and included the Real California Cheese seal. The con of this advertising approach is that it costs a lot of money to maintain. No advertising approach can be continued indefinitely. As we saw in the text video, they have added different animals in their commercials, such as bulls and sheep, which give the commercials more variety. Since internet advertising is constantly growing, they will need to expand their advertising presence on the internet. They already have their own website, but they should expand to advertising on other websites, such as Google or Facebook, which is very popular these days. There are three main consumer promotion tools used by the CMAB, cross-promotions in-store that utilize instant redeemable coupons, in-store product sampling, and self-liquidating premium offers (Greenwald 5). These tactics allow customers to save money, not only on the cheese, but also with products that go with cheese. It allows potential customers to try before they buy the products. They can also have souvenirs of the Happy Cow campaign with merchandise bought from the website. This way is used to reinforce the advertising by keeping the merchandise fresh in the consumers mind with the primary objective of repeat customers (Greenwald 5). Public relations is used as part of the integrated marketing communications program by having articles in premium food magazines tout their many awards for their advertising as well as recipes that use Real California Cheese. Along with their advertising awards, they have won international cheese competitions that are covered by the press. Stories about how the cheese is made are also part of their public relations program. They use different types of magazines and newspapers depending on the angle of interest of the target audience. Not only magazines centered on food are used, but also travel magazines or travel sections of the newspaper are used to reach different audiences (Greenwald 6). The Real California Cheese website homepage exhibits the certification seal for Real California Cheese. This is one way that the seal reinforces the integrated marketing communications program. Other things on the website are: videos of television ads, Happy Cow merchandise and cheese for sale, coupons, maps, recipes, articles, game section for kids, professional section for chefs and restaurant operators (Greenwald 6). All of these things support the other parts of the integrated marketing communications program by putting their name and logo out there so it stays prominent in the customers mind (Greenwald 5). The CMAB used customer surveys to evaluate their IMC program (Greenwald 16). They have won many awards for their creative Happy Cows campaign, so this is another way it has been evaluated. The companys statistics give a numerical indication of the success of the campaign. The cheese production has significantly increased since the start of the campaign because of the increasing demand for Real California Cheese, even internationally (Greenwald 7). Customer satisfaction is a very big part of the success of any campaign. Therefore, they should continue with the coupons and sampling of the product and focus on that. Customer trends are ever changing and no one really knows what the next trend will be. I came up with a few ideas, and then looked at the Real California Cheese website, and most of them were already on there. The Real California Cheese website is full of useful information and different activities (www.realcaliforniacheese.com). One idea that I am pretty sure they have not done yet is having a Happy Cow jingle about Real California Cheese. The cows could hum the jingle while they are grazing contently in the pasture. Janice and Diane could sing the jingle on radio commercials. This jingle could be made into a ring-tone for cell phones. This would reinforce their message by keeping it prominent in the customers mind (Greenwald 5). Another idea I thought of is to have a Happy Cow costume that an employee could wear at events, such as trade shows. This Happy Cow character could be at a restaurant when they first introduce Real California Cheese on the menu, like a grand opening ceremon y. The Happy Cow character would definitely carry the Real California Cheese seal. The California Milk Advisory Board really got it right when they came up with this integrated marketing communications plan. They went through all the stages of a successful integrated marketing communications plan: plan, develop, execute, and evaluate (Belch 12). It has all the elements of success. It is appropriate for all ages, humorous, creative, positive, and non-offensive. The website contains a wealth of information about Real California Cheese, including recipes, coupons, sustainability, and nutritional information. There are also fun activities, videos, pictures, and contests (www.realcaliforniacheese.com).