The Title IX Decision against the Quinnipiac University

The Title IX Decision against the Quinnipiac University The topic of sex is effectively talked about according to brandish with references to giving the equivalent chances to female competitors. As indicated by Title IX, any segregation with respect to the sex or sexual orientation issues is precluded (Thornton, 2010). The Title IX Decision against the Quinnipiac University of 2010 got one of the most disputable cases related with the question.Advertising We will compose a custom paper test on The Title IX Decision against the Quinnipiac University explicitly for you for just $16.05 $11/page Learn More It was expressed that the Quinnipiac University planned to take out the women’s varsity volleyball crew in light of the absence of financing and to build up a serious cheerleading group. The volleyball team’s players and their mentor demanded investigating the case in court in view of disregarding Title IX corresponding to giving the equivalent chances to college competitors. As per the directive gave by the Judge Stefan Under hill, the volleyball crew was permitted to proceed with the exercises during the following season when the advancement of the serious cheerleading group couldn't be talked about as the option in contrast to the female game group to meet the Title IX necessities. To assess the adequacy of Underhill’s choice, it is important to focus on the subtleties of the case. The volleyball crew of the Quinnipiac University and the team’s mentor emphasizd that the arrangement to take out the group disregards Title IX in light of the fact that the extent of the male and female competitors would be challenged. Starting here, it is conceivable to talk about the immediate infringement of Title IX corresponding to giving the equivalent chances to male and female competitors. Underhill expressed that the reality of separating female athletes’ rights was introduced, and the Quinnipiac University was obliged to give the chances to the group to perform during the following season (The Quinnipiac University Case, 2010). In this manner, the legitimate quality of the contention was emphasizd, and the group could be talked about as winning the case. In any case, there are two dreams of the choice. From one viewpoint, the rights and interests of the women’s varsity volleyball crew were met, and the reality of separation was expressed. Then again, the group was permitted to perform just during the 2010-2011 season, and the inquiry was talked about again in 2012. In this manner, the choice gave by the adjudicator came up short on some details.Advertising Looking for exposition on wellbeing medication? We should check whether we can support you! Get your first paper with 15% OFF Learn More Furthermore, Underhill focused on the way that it was difficult to allude to the cheerleading group as the serious group and to talk about that group as the option in contrast to the volleyball crew to meet the Title IX necessities. The choice gave by Underhill was somewhat com pelling while at the same time talking about the cheerleading group as unseemly option in contrast to the female volleyball crew. All things considered, the debate was related with the way that Underhill concentrated on the principles of the serious game groups and decided about the pertinence of the guidelines and cheerleading team’s highlights to talk about it as the game group. Underhill bolstered the choice according to the meaning of the varsity sport with references to the Title IX measures (The Quinnipiac University Case, 2010). It is imperative to focus on the way that the situation of the appointed authority as the consultant or a specialist to decide the guidelines for the varsity sport is fairly disputable, and it could be increasingly powerful to concentrate on damaging the Title IX necessities with respect to the women’s volleyball crew as opposed to on talking about the highlights and norms of the varsity sport. Notwithstanding the general win of the wome n’s volleyball crew of the Quinnipiac University corresponding to Title IX, the judge’s contention can't be talked about as solid and viable on the grounds that it was critical to focus on the issue of separation to decide the situation of the group for one season as well as for the extensive stretch of time. References The Quinnipiac University Case. (2010). Recovered from http://courtweb.pamd.uscourts.gov/courtwebsearch/ctxc/KX330R32.pdf Thornton, P. K. (2010). Sports law. USA: Jones Bartlett Publishers.

Compare and Contrast The Day After Tomorrow and Outbreak Essay

Which of these motion pictures gives an increasingly compelling reminder about approaching worldwide calamities? â€Å"The Day After Tomorrow† and â€Å"Outbreak† both raise significant concerns with respect to the world that we live in. The primary film appears to serve for the most part as a notice that as a people of this planet we have to do everything possible to quit crushing our reality. â€Å"Outbreak† shows the defenselessness of the United States and besides all countries of the world in managing huge scourges. In spite of the fact that the two films raise authentic concerns they additionally both are very sensationalized all together flavor it up for moviegoers. The best film in giving a reminder to mankind is absolutely begging to be proven wrong and is altogether reliant on the eye of the onlooker. In â€Å"The Day After Tomorrow† a climatologist’s cautioning of the chance of enormous destructive atmosphere changes brought about by a dangerous atmospheric devation go unnoticed. His expectations of the outcomes of such activities just so happen to happen sooner than anybody had ever anticipated. This film filled in as a definitive model what could occur if as a world network we don't tidy up our demonstrations. Proceeded with utilization of nonrenewable assets, expanded carbon dioxide discharges and further exhaustion of the Ozone layer could however probably not on the scale delineated happen in some structure. The lesson of this film is summarized by Dennis Quaid’s character in the last scene when he mumbles his last scarcely any lines expressing that ideally humani...

Ultimate Guide to Ad Blocker

Ultimate Guide to Ad Blocker Ad blocker and ad blocking has become popular over the past few years. Depending on which side of the aisle you stand, you’re either going to love it or hate it. Users see it as freedom from annoying pop-ups and auto-playing ads, while businesses fear the loss of advertising revenue. © Shutterstock.com | GeorgejmclittleSo what is ad blocker and how does it work? This guide will answer those questions, as well as delve into the upsides and downsides of running ad blocking software. Finally, we’ll look into how businesses are combating this growing problem.WHAT IS AD BLOCKER AND HOW DOES AD BLOCKING WORK?The concept of ad blocking is relatively straightforward. The idea of an ad blocker is to simply prevent ads showing up in situations where they would typically appear on a webpage. Ad blocking can either completely remove the ad from showing up or alter the advertising content.Advertising can be done on a website either through displaying pictures, animations, or by embedding audio, video or text. The ad blocker would be either a software or hardware preventing these different advertising formats from being displayed or adjusting how they are shown. For instance, certain ads can use pop-ups or auto-play software, which could be blocked by the ad blocker until f urther permission from the user.Whilst ad blocking is typically associated with traditional device access to websites, such as through a computer or laptop, there is mobile-specific ad blocking software available as well. How does ad blocking work?So, how exactly does ad-blocking work? Ad blocking doesn’t actually block anything as a default. Instead, it filters different lists, which contain different page elements commonly associated with ads. In many instances, this simply means blocking the domains of the ad servers. This sort of filtering can be problematic, as it has the potential of filtering different native ads and original content.In addition, ad blocking often prevents trackers from monitoring website visitors. These trackers are often used by advertisers to gather information about the visitor (where are they from, what do they do on the site, what other sites are they looking at) and use the information for personalized advertising. For example, you might have been lo oking at new swimming suits online and for the rest of the day, you might see similar ads popping up on websites you visit.There are both hardware and software ad-blocking solutions. The common methods of blocking or filtering ads include:Browser integrationThe most common ad blocking method involves browser integration. Indeed, all common browsers offer some sort of filtering, as an effort to enhance user security and privacy. But browsers’ own ad-blocking software can be rather crude and therefore, browser extensions are popular additions.This content-filtering software includes popular ad blockers such as AdBlock and AdBlock Plus.External programsThere are also external programs users can use. These can be customized HTTP proxies to filter specific content. Under this model, the ads are filtered before the content is even displayed.These external programs include examples such as Netnanny and Squid. The advantage of them is that they can expand on the content the software block s. For example, aside from blocking ads, these programs can block offensive or inappropriate content.Hosts file and DNS manipulationIt’s also possible to edit the host file and its associated IP address. This means that when you are browsing the web, the ad servers are changed to a local or non-existent IP address and thus blocking the ad from showing up.This method is often used for preventing trackers.DNS CacheA similar method to the above is filtering and changing records of a DNS cache. Since operating systems generally direct traffic through DNS cache, you can change these records and prevent unwanted hosts from accessing your browser.DNS filteringDNS filtering, on the other hand, blocks access to domains or hosts, which are listed as ad providers. Users are able to manipulate their own DNS server and decide which ads or sites are filtered out.Controversially, China currently runs its own root DNS. This prevents Chinese users from access to certain sites, which is often consi dered a problematic restriction on internet freedom.Hardware devicesFinally, there are different hardware devices that can be used. These work by linking to the network separately and blocking advertising based on user-generated reviews.WHY IS AD BLOCKING A BIG DEAL?Does ad blocking matter to you? Well, the consequences of ad blocking can actually reach quite a few people and it’s definitely something businesses want to keep in mind.Digital marketing is a growing industry. For example, in the US, digital marketing is the fastest-growing sector in advertising. Strategy Analysts published a survey, which predicted digital marketing to account for 15% of US advertising spending in 2015, growing at a rate of nearly 13%.Consider the above in the light that there are globally over 198 million active users with browser extensions blocking ads. Whilst digital marketing might be growing fast, the use of browser extensions increased by 41% in 2015.This might still seem relatively insignific ant. After all, the 198 million users only amount to around 6% of the global Internet population. But according to a 2015 Ad Blocking report by Adobe and PageFair, this small proportion of ad blocking can lead to combined corporate losses of around $41 billion by 2016.Essentially businesses could be paying money for ads, which won’t even get a chance to impress or attract the potential customer. This can lead to loss of revenue in terms of missing out on potential clients, but also increase advertising costs.WHAT ARE THE BENEFITS AND DOWNSIDES OF USING AD BLOCKER?Considering the huge increase in the usage of ad blocker, it’s important to consider the advantages and disadvantages of using ad blocking software or hardware. Understanding the strength and weaknesses behind ad blocker can ultimately help businesses tackle the issue.The benefits of using ad blockerAd blocker provides four main benefits to its users.Better performance.  Websites today consist of multiple elements, whic h all add up in terms of performance. Whilst the website often tries to focus on performance issues and improve user experience, the ad providers typically create the ads with no attention to performance issues.  This means that once a user visits a site, the ad provider can upload a number of ad tags, which include images, megabytes of video, audio files, and so on. All of which can hinder the loading time of the website.  By preventing this from happening, the performance issues are removed by an ad blocker. New York Times testing recently found that ad blockers have improved mobile site performance significantly.Increased privacy.  Since ad blockers target tracking on websites, it can increase user privacy. Ad blocking allows private browsing and can provide a more anonymous user experience.Enhanced security.  The online ad industry has relied heavily on the use of the display or banner advertising in the past. However, these animated, video or audio banners have required the use of third-party JavaScript and Flash files. These programs also allow malicious code, which has been the reason for a massive scale virus and malware spreading.  While ad blocking alone doesnt provide sufficient anti-virus protection, it can be a helpful tool in reducing the risk of infecting the computer with malware.Improved user experience.  Ad blocking can also improve the user experience. You’ve probably encountered websites that have tons of pop-ups, start playing automatic music loud as you are browsing for late-night snack recipes sneakily, and generally make the website browsing clunky and annoying.  By using ad blocking, you’ll remove these distractions and instead can focus on reading or watching the information that has attracted you to the website in the first place.The downsides of ad blockerThe above benefits can seem rather incredible and users don’t generally have to deal with any big downsides when using ad blocker. But there are people who argue ad blocking undermines the infrastructure of the Internet. The use of ad blocking can have unintended consequences that may end up hurting people and businesses, they say.Perhaps the most significant downside is the financial cost that businesses face as a result of ad blocking. The process can damage both the publishers/advertising agents and the businesses advertising their products/services:Publishers and advertising agents are often paid by the number of ads served. As blocked ads don’t count as being viewed, publishers stand to lose revenue.Businesses also suffer, as people don’t get to see the ads they run. They might have invested money in the ad campaign already, but not having the audience to view the ad, they are unlikely to achieve the desired objectives of their investment.This loss in revenue can be damaging to websites. Quite a lot of sites actually receive revenue by running ads and since these ads (i.e. the source of revenue) are removed, the site and its content can suffer as a result.It’s important to note ad blockers don’t discriminate between the so-called good ads and the bad ads. Whilst certain ads and advertising strategies can be intrusive and annoying, there are good examples of useful advertising on the Internet as well. Unfortunately, ad blocking targets both types in the same way.The same is true for different tracking systems as well. While there are real privacy concerns, many businesses can benefit by measuring and understanding user behavior. The analysis of this information can ultimately lead to a better user experience as well, which is directly damaged by the use of ad blocking.HOW TO PREVENT WEBSITE USERS FROM USING AD BLOCKERSince the practice can have damaging impact on publishers and businesses, they have started to tackle the problem. As ad blocking is becoming more known for the wider populace (see Apple’s entry into the space, for example), the focus on ad blocking is likely to increase.There are three core tactics curr ently used to combat ad blocking. These include limiting access to the site from people running ad-blocking software, working around ad blocking with non-traditional advertisement, and circumventing ad blocking with anti-ad blocking software.Blocking website accessMarketers can potentially block or limit the access to the website from those users that run ad blocking software. In order to do so, they can take either a soft approach or a hard approach.A soft approach to blocking people is by asking users to “whitelist” the website. Since ad blocking software allows modification and the inclusion or exclusion of specific websites, the website can ask users to simply ‘switch off’ the software when visiting their site. Therefore, whenever the user visits the particular site, the ads on the site continue to be shown, while ads other sites will continue to be blocked.The soft “whitelisting” approach is often simply a pop-up that is displayed as the user visits the website, and the website notices an ad blocking software. The websites can ask the user the turn off the ad blocker and allow further browsing whether or not the user fulfils the wish.On the other hand, the harder approach to ad blocking would prevent the user from viewing any content on the site unless ad blocker is turned off.Companies using this approach (either soft of hard) have the opportunity to explain to the user directly the damaging effect ad blocking might have on the site. For fans of the website, this kind of approach could be something that makes them understand the website’s point of view and they allow ads to be shown on the site during their visit.On the other hand, it has also been known to cause the opposite effect. Alerting people about an ad blocker could potentially make them more determined to continue using it.Finally, we must also mention perhaps the toughest approach certain publishers have taken to ad blocking, which is implementing paywalls. Since publishers can l ose out in terms of revenue, they can counter the loss by moving to other forms of revenue, such as a subscription based revenue. This wouldn’t naturally affect the use of ad blocking, but it is an option for publishers â€" specifically in terms of countering the effects of revenue loss.Creating non-traditional advertisementAnother way to tackle the issue is to forget about the traditional advertising methods, blocked by the software, and move on to a non-traditional method. Businesses could opt to use either content marketing or native advertising, for example.Whilst many view content marketing and native marketing indistinguishable, there are subtle differences to these tactics. But both routes can help operate around ad blocking.In content marketing, the business or marketer produces meaningful content around the product or service. These could be things such as business blogs, YouTube videos built around the product or service, and sharing the content on social media as a mark eting method.On the other hand, native advertising operates in a similar manner (creating meaningful content), but these ads are often run on third-party sites, not the business’ website or platforms. For example, you can see native advertising on websites such as Buzzfeed.Non-traditional advertisement such as this has the potential to improve the quality of the advertising content and therefore, be welcomed by the user. The key is often to ensure that sponsored content, such as native advertising, is clearly promoted as such.However, the problem for marketers and businesses can be that non-traditional advertising can be more time consuming and sometimes even costly. Creating traditional ad campaigns, such as Google AdWords for your composting business, doesn’t necessarily require the same level of attention as writing a full-length blog post about composting.Finally, there’s also increasing focus on ensuring that advertising on the Internet is of a better standard. Indeed, im proving the ads could potentially discourage people from using ad-blocking software.For example, in the US the Interactive Advertising Bureau (IAB) is currently developing industry standards to enhance ads. Their effort is being conducted under the fitting acronym of L.E.A.N, which stands for light, encrypted, ad choice, non interruptive. Limiting ad intrusiveness and improving its impact on performance and privacy could have the potential of stopping a wider use of ad blocking.Circumventing ad blockers with softwareFinally, there is the option of outsmarting the ad blockers and preventing them from doing their job. The industry of anti-ad blocking has grown quickly and businesses have a wide range of tools available to try to circumvent the use of ad blocking on their website.Software such as PageFair, Secret Media and Sourcepoint can recognize users with ad blocking software or hardware and reply to the use with a desired process. This type of software can:Inform the user about th eir use of ad block and present them with options on how to continue accessing the site (as mentioned above, either ask to subscribe, turn it off for continued access, and so on.)Provide access after the customer commits to view a certain number of ads.Continue showing the ads. The software can stop the ad blocker from working altogether.CONCLUSIONThe use of ad blocking is rapidly increasing and the more popular the practice becomes, the cleverer businesses need to get about advertising. Whilst it’s undoubtedly true online ads can be annoying and intrusive, the damage caused by ad blocking can end up hurting many small businesses and publishers. It is therefore important that both users and businesses understand the consequences. Furthermore, the advertising industry must look into countering the effects of ad blocking, either with their own software or by simply improving the online advertising standards and content.

Definition and Examples of Dialect Prejudice

Dialect prejudice is discrimination based on a persons dialect or way of speaking.  Dialect prejudice is a type of linguicism. Also called dialect discrimination. In the article Applied Social Dialectology, Adger and Christian observe that dialect prejudice is  endemic in public life, widely tolerated, and institutionalized in social enterprises that affect almost everyone, such as education and the media. There is limited knowledge about and little regard for linguistic study showing that all varieties of a language display systematicity and that the  elevated  social position of standard varieties has no scientific linguistic basis (Sociolinguistics: An International Handbook of the Science of  Language and Society, 2006). Examples and Observations Some native-English speakers have had rich and/or school-like language experiences at home, and others have not. They bring dialect diversity to our classrooms. Dialects that vary from Standard English, such as Appalachian or  African-American Vernacular English (AAVE), are often stigmatized as improper or inferior English. However, professional linguists do not consider these varieties inferior because they conform to consistent rules, and speakers are fully able to express ideas using the dialect. Nevertheless, conscious or unconscious dialect prejudice is widespread, even among individuals who speak the variation.(Deborah G. Litt et al.,  Literacy Teacher Education: Principles and Effective Practices. Guilford, 2014)Responding to Dialect PrejudiceLanguage prejudices seem more resistant to change  than other kinds of prejudice. Members of the majority culture, the most powerful group, who would be quite willing to accept and champion equality in other social and educational d omains, may continue to reject the legitimacy of a dialect other than their own. . . . The high level of dialect prejudice found toward vernacular dialects by both mainstream and vernacular speakers is a fact that must be confronted honestly and openly by those involved in education about language and dialects.The key to attitudinal changes lies in developing a genuine respect for the integrity of the diverse varieties of English. Knowledge about dialects can reduce misconceptions about language in general and the accompanying negative attitudes about some dialects.(Carolyn Temple Adger, Walt Wolfram, and Donna Christian,  Dialects in Schools and Communities, 2nd ed. Routledge, 2007)Dialect Prejudice in British Schools- Language use is one of the last places where prejudice remains socially acceptable. It can even have official approval, as we see in attempts to suppress slang and dialects at school. . . .Banning words is not a sound educational strategy. As Michael Rosen points o ut, schools have been trying this for more than 100 years to no avail. Research shows that gradual transition towards standard English works better. But because dialect prejudice is so prevalent, this must be done in such a way that children understand there’s nothing inherently wrong with their natural expression. . . .There’s nowt wrong with regional dialects, nothing broke ass about slang. They’re part of our identities, connecting us to time, place, community, and self-image. They needn’t be displaced by formal English--we can have both.(Stan Carey, There’s Nowt Wrong With Dialects, Nothing Broke Ass About Slang. The Guardian [UK], May 3, 2016)- Sociolinguists have been fighting dialect prejudice since the 1960s, but negative and uninformed views about non-standard English are regaining currency in media and  educational  debates. Most recently, Carol Walker, headteacher of a Teesside primary school, wrote a letter to parents asking that th ey help tackle the problem posed by their childrens use of local dialect by correcting certain words, phrases and pronunciations associated with Teesside (including gizit ere and yous).Naturally, I support the schools aim of  teaching  pupils to use written standard English so that they can progress in future education and employment. However, focusing on speech will not improve their writing. . . .Ultimately, it is not the presence or absence of non-standard forms in  childrens  speech that raise educational issues; rather, picking on non-standard voices risks marginalising some children, and may make them less confident at school. Silencing pupils voices, even with the best intentions, is just not acceptable.(Julia Snell, Saying No to Gizit Is Plain Prejudice. The Independent, February 9, 2013)Variationist Sociolinguistics[William] Labov and [Peter] Trugdill were seminal figures in the emergence of a sub-field of sociolinguistics that has come to be known as variationist s ociolinguistics. Variationist sociolinguists focus on variation in dialects and examine how this variation is structured. They have shown that linguistic difference has regularity and can be explained. Scholars in this field have been central figures in the fight against dialect prejudice. Speaking from a position of scholarly and scientific detachment (Labov 1982: 166), variationist sociolinguists have been able to show that the grammar of non-standard dialects is not wrong, lazy or inferior; it is simply different to standard English and should therefore be respected. Some of these researchers have worked directly with teachers and teacher trainers and have designed curriculum materials on language variation for use in the classroom.(Julia Snell, Linguistic Ethnographic Perspectives on Working-Class Childrens Speech. Linguistic Ethnography: Interdisciplinary Explorations, ed. by Fiona Copland, Sara Shaw, and Julia Snell. Palgrave Macmillan, 2015)The Beginnings of Dialect Prejudice It is in the fifteenth and sixteenth centuries that we witness the  beginnings of dialect prejudice; an early instance can be traced in the writings of a chronicler named John Trevisa, who complained  that the Northumbrian dialect was so scharp, slitting [biting] and frottynge [grating] and unshape [unshapely] that southerners like himself were unable to understand it. In the early seventeenth century, Alexander Gill, writing in Latin,  labelled Occidentalium (or Western dialect) the greatest barbarity and claimed that the English spoken by a Somerset farmer could easily be mistaken for a foreign language.Despite such remarks, the social stigmatization of dialect was not fully articulated before the eighteenth century, when a provincial  accent  became a badge of social and intellectual inferiority. In his Tour Thro the Whole Island of Great Britain (1724-27), Daniel Defoe reported his encounter with the boorish country speech of Devon--known to the locals as jouring--whic h was barely comprehensible to outsiders.(Simon Horobin,  How English Became English. Oxford University Press, 2016)

Nike Case Study - 1104 Words

Case Study- Nike 1. Discuss how Nikes growth can be attributed to its targeting of diverse market global segments. In the 1960’s Nike was only making running shoes. At this point in time not many people knew of Nike or the Nike swoosh. In order to increase brand awareness, they started paying athletes to wear their shoes. However, very soon Nike learnt that in order to be a global brand they needed to appeal to different market segments, not just athletes. Hence, they then decided to tap more markets. In order to d so, they discovered 3 very distinctive market segments that they could attract. The highest on the pyramid were the Ultimate/Performance Athletes. These included big names in the fields of running sports. They are the†¦show more content†¦Firm strategy, structure and rivalry: * Nike’s mission statement is to â€Å"bring inspiration and innovation to every athlete in the world† which shows that their goal is to stay updated with the emerging trends by constantly innovating and improving their products. * Nike’s objective has been to grow globally by grasping the three main market segments, which are the performance athletes, participant athletes and those that influence the world and the culture of sport. They also adapt their global strategies in a way that fits locally. * It is a known fact that competition in any given market makes firms more efficient and effective in their management styles as there are more players fighting for a market share. Fierce domestic rivalry with brands such as Reebok and Addidas has made Nike more inn ovative and dynamic in their marketing approaches. Government: Various third world country governments encourage MNCs like Nike to build their manufacturing units in their country to provide employment to local people. Cheap labor provided by these countries further reduces the costs of production for Nike. Chance: Risk is an important element in any business as it triggers growth and development. In it’s early years, Nike adopted different marketing strategies like paying athletes to wear Nike shoes (Steve Prefontaine), sponsoring sports teams and maintaining close partnership with idolized athletes to promote the brand. 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Advertising Appeals Free Essays

string(193) " demonstrations to attract and retain customers, but the literature review shows very less work on evaluating the differential impact of various types f appeals on consumer purchase decisions\." Dissertation On Study of advertising appeals used by the top Indian brands and its impact on consumer purchase. By SHARMA  PRATEEK JAYANT A0102210041 MBA (MS) Class of 2012 Under the Supervision of Mrs. TEENA BAGGA FACULTY Department of Marketing In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration –Marketing Sales AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH, SECTOR 125, NOIDA – 201303, UTTAR PRADESH, INDIA-2011 AMITY BUSINESS SCHOOL DECLARATION I, Sharma Prateek Jayant student of Masters of Business Administration from Amity Business School, Amity University Uttar Pradesh hereby declare that I have completed Dissertation on â€Å"Study of advertising appeals used by the top Indian brands and its impact on consumer purchase. We will write a custom essay sample on Advertising Appeals or any similar topic only for you Order Now † I further declare that the information presented in this project is true and original to the best of my knowledge. Date: Sharma Prateek Jayant Enrollment No: A0102210041 MBA Class of 2010 Place: Noida AMITYUNIVERSITY UTTAR PRADESH AMITYBUSINESSSCHOOL CERTIFICATE Dissertation: Progress Review Stage 1 I, Mrs. Teena Bagga hereby certify that Sharma Prateek Jayant student of Masters of Business Administration at Amity Business School, Amity University Uttar Pradesh has completed first two chapters of dissertation on â€Å"Study of advertising appeals used by the top Indian brands and its impact on consumer purchase†, under my guidance Mrs. Teena Bagga Faculty Department of Marketing TABLE OF CONTENTS CHAPTER- 1 INTRODUCTION 1. 1 Advertising appeals: The Indian â€Å"TOP BRANDS† perspective 1. 2 Purpose of the study 1. 3 Context to the study CHAPTER- 2 REVIEW OF LITERATURE CHAPTER 1: INTRODUCTION 1. 1 Advertising appeals: The Indian â€Å"TOP BRANDS† perspective. The reason to buy any product of any brand is derived by an advertising appeal. An advertising campaign can have more than one advertising appeal. Only one appeal can be used and it can have sub themes in an advertising campaign. The appeal must be unique and must give a positive impression about the product/brand to the target audience. Every appeal that is used by the brands in advertising is as per their competitors. Also, an important aspect of appeal is that it needs to be believable by the audience (Kumar, 1998). The audience tries to comprehend the advertisement and only then their purchase behavior gets inclined towards the brand. Only when the audience behavior is molded by the advertiser towards the brand, their purpose of advertisement is achieved. In order to do so advertisers understand the psychological aspects of the audience and then they try to develop the advertising appeal which can position their attitude towards the brand. For the advertiser it is very important to understand â€Å"How the diffusion of the message takes place in the target audience†. And in order to have a positive diffusion advertiser creates a favorable environment. Advertising mediums play an important role in the advertising message as it directly affects the mind of the target audience. These mediums can be Television, Radio, Internet, Print etc. Psychologists feel that all the human activities are based on the needs (Lamb et al. , 1992, Schewe, 1987). A consumer may have different types of needs like physiological, physical or latent. An individual who has a specific need always looks for the information from the marketing world. When there is a cue which is as per the need of the consumer, then an individual responds for the product/brand. Drivers that are present in individuals, vary at different levels. Consumers may be inclined towards the product because of the aura of prestige which is associated with the advertising appeals. Advertising appeal is the main central message in the advertising message. It arouses the desires and addresses the human need that can be satisfied by the product/brand which is advertised. Appeal is the underlying content in advertising. Advertising appeal and execution are usually interdependent. Advertising appeal can be used in all types of media but the execution style is different for different type of media. Advertising appeal is something which attracts the consumers and develops interest in esteem, sex, fear, security and sensory pleasure. Advertiser uses the word appeal to emphasize on the creativity. Commonly appeals persuade the consumer to invest in the product. Appeals not always have all the product attributes but they create an atmosphere where the target audience’s desires are evoked towards the product. For example, if there is a product for the housewives then the appeal would be related to family. The Indian top brands for the year 2011: India Rank (2011) | Brand Name| Category| | Amul| Milk Powder/Milk/Ice cream| 2| Kingfisher| Beer/Full-service airlines| 3| Big Bazaar| Retail| 4| ICICI Bank| Bank| 5| State Bank Of India| Bank| 6| Airtel| Mobile service provider| 7| LIC| Insurance| 8| Cafe Coffee Day| Coffee| 9| Titan| Watch| 10| Lakme| Cosmetics| SOURCE: Campaign Magazine which releases Asia’s top 1000 brand list every year. have had the best of the advertisi ng mixes with appeals reaching to the audience 1. 2 PURPOSE OF THE STUDY To find out the extent to which consumer purchase gets affected by advertising appeals used by the top Indian brands. . 3 CONTEXT TO THE STUDY Everyday consumers are bombarded with different advertising campaigns but they do not respond to everything as they need something other than just tangibles. There is a need to explore something more than tangibles that can attract their attention. The top brands in India have been able to do this in an excellent manner and today they have reached the top of the charts for the same reason. They were able to do this by using appropriate advertising appeals in their advertising campaigns. CHAPTER 2: REVIEW OF LITERATURE †¢ (Verma, 2009) No communication is complete without feedback or reaction. The intent behind advertising is to persuade consumers to purchase and repurchase the product over and over again, but does the consumer respond to all communications sent by the advertisers? The human brain has a limited processing capacity and consumers have the tendency to process the most useful and appealing information first. Advertisers use different types of appeals and demonstrations to attract and retain customers, but the literature review shows very less work on evaluating the differential impact of various types f appeals on consumer purchase decisions. You read "Advertising Appeals" in category "Papers" This study empirically tests the differential influence various advertising appeals create on consumer purchase decisions. †¢ (J. Hornik, August 2010) Marketing managers and scholars have focused substantial attention on the role of advertising message appeal in the persuasion process. The most common appeal s (fear, humor, sex, comparative, gain/loss frame, two or one sided, and metaphor) have been compared to determine their relative effectiveness. Separate analysis for each response variable, to assess the contribution of several moderating effects on the results has also been performed. A test of heterogeneity indicated the presence of moderators on observed relationships. To supplement the quantitative analysis, a qualitative comparative analysis has been done. Results show that the overall appeal effect between conditions is of small to moderate size and that profound differences exist between appeals while some moderating variables have significant effects on effect sizes in appeal studies. All methods provided the opportunity to obtain results of theoretical and practical interest. †¢ (Nathalie Dens, Sept. 2010) The aim of this study is to investigate interaction effects between branding strategy (new brand versus established brand), advertising execution strategies (informational, positive emotional and negative emotional) and product category involvement (low and high) on consumers’ attitudes towards the product, purchase intention and the (parent) brand. Two analyses are performed in which involvement is manipulated at product category and at individual level. The results show that in general, line extensions of established brands are preferred over new brands. Furthermore, advertising strategy has little impact on consumer responses to line extensions of familiar brands. The type of advertising strategy used does have a significant impact on product and brand attitude and purchase intention for new brands, where negative emotional appeals lead to significantly more negative responses. The results are further moderated by product category involvement. Informational appeals score especially well in high-involvement situations, whereas positive emotional appeals perform better in low-involvement situations. Interestingly, the differences between advertising appeals in both low- and high-involvement conditions are greater for new brands than for extensions. †¢ (Mishra, 2009) Everyday consumers are bombarded with different advertising campaigns but they do not respond as they need something other than tangibles. There is need to explore something more than tangibles that can attract their attention. This can be done by using appropriate advertising appeal in the advertising campaign. If advertising appeal is interesting then it grabs the attention of the customers. It was revealed that persuasiveness, distinctness, perfectness, fascinating, sensational, energetic, aesthetic, elegant and captivating were the factors that emerged for the advertising appeal and dimensions were energetic, sensational, persuasiveness, distinctness and captivating. Factor and dimensions are compared on the basis of gender. It was found that persuasiveness, perfectness, sensational factors and energetic, sensational and persuasiveness dimensions do not vary on the basis of gender as males and females both feel that these factors and dimensions are important but females perceive that distinctness factor and dimension and aesthetic factor is more important than males but for males fascinating factor is more important than the females. †¢ As per the books referred There are mainly two types of appeals rational and emotional appeals. Rational appeal addresses the consumer’s functional needs of the product. Kotler (2000) opined that rational appeal is based on logic and product are been sold by highlighting the product attributes, quality, its problem solving capacity and its performance. Rational appeals are informative in nature and it focuses on the suitability of the product. This appeal is used by consumer durables and in competitive advertising. There are different types of rational appeal like feature appeal that focuses on important traits and features of the product. Information content in such kind of advertisement is very rich. It is used by high involvement product. There is another type of appeal named as competitive advantage appeal which gives a comparative picture of two or more brands. Comparison can be direct or indirect depending upon the brand and the product category. Price appeal is another type of rational appeal which focuses on the price or value of the product. This appeal is also used during the festival season. News appeal is used when a new product is introduced in the market or if certain modifications are done in the existing products. When the message is to be communicated to a larger audience and it is the established brand then popularity appeal is used as it emphasizes on the experience of the satisfied consumers. Rational appeals are based on the logic and reason to buy to product. In the actual scenario both the appeals i. e. , rational and emotional appeals works together. Emotional appeals are woven with the sensation of fun, love, enjoyment, fear etc. Ramaswamy and Namakumari, 2002). Kotler (2000) opined that there could be positive emotions as well as negative emotions but in the advertising campaign negative emotions can be converted to positive emotions. Emotional appeal is the feeling associated with the product. There are certain dreams and hope which are present in the individual which works consciously or subconsciously and gives pleasant feeling in the individual’ s psyche. Emotions also help in arousing and directing the behavior of an individual (Morris, 1999). Emotions also affect the consumer’s memory. When the state of mind is excited or agitated then it prompts the consumer to buy the product (Chunawalla et al, 1998). Therefore, emotional appeals are known as transformational appeals as they transform the feelings of the consumers towards the product. It gives positive mood to the consumers as it is related to the psychological attribute of the consumer. Emotional appeals are more effective for the older market then the newer or the younger market. When the emotional appeals are used in the advertising then consumption pattern of the product is very enjoyable. Sex appeal is used in the advertisement of soaps Audience is attracted as the desire is evoked and then it helps in selling the product. Sex appeal mainly helps in attracting the opposite gender masculine or feminine (Wright, 2000). According to Bradley (1995) sex appeal considered to be an offence sometimes depending upon the culture and the country but if the sex appeal is not obscene then it is acceptable in the society. For the perfumes and cosmetics love appeal is used. These appeals are used more younger generation. 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Svante August Arrhenius Essays - Panspermia, Svante Arrhenius

Svante August Arrhenius Svante August Arrhenius was born at Uppalsa, Sweden, on February 19, 1859 His intelligence and creativity were apperent nt from an early age--he taught himself to read when he was three Although credi ted with many scientific innovations, he remains best known for his ionic theory of solutions, For which he was awarded the Nobel Prize in chemistry in 1903 Arrhenius henius died in Stockholm on October 2, 1927 Science is a human endeavor subject to human frailties and governed by personalities, politics, and prejudice ces. One of the best illustrations of the often bumpy path of the advancement of scientific knowledge is the story of Swedish chemist Svante Arrhenius. When Arrhenius henius began his doctorate at the University of Uppsala around 1880, he chose to study the passage of electricity through solutions. This was a problem that had baffled scientists for a century, The first experiments had been done in the 17 70s by Cavendish, who corn pared the conductivity of salt solutions with that of rain water, using his own physiological reaction to the electric shocks he rece ived! Arrhenius had an array of instruments to measure electric current, but the process of carefully weighing, meas uring, and recording data from a multitude of experiments was a tedious one. After his long series of experimerits were performed, Arrhenius quit his laboratory bench and returned to his country home to try to formulate a model that could account for his data, He wrote, "I got the idea in the night of the 17th of May in the year 1883, and I could not s leep that night until I had worked through the whole problem." His idea was that ions were responsible for conducting electricity through a solution. B ack at Uppsa]a, Arrhenius took his doctoral dissertation containing the new theo ry to his advisor, Professor Cleve, an eminent chemist and the discoverer of the elements holmlum and thulium. Cleve's unlnterested response was what Arrhenius had expected. It was in keeping with CIeve's resistance to new ideas he had not even accepted Mendeleev's periodic table, introduced ten years earlier. It is a long standing custom that before a doctoral degree is granted the disse rtation must be defended before a panel of professors. Although this procedure i s still followed at most universities today, the problems are usually worked out in private with the evaluating professors before the actual defense. However, w hen Arrhenius did it, the disserta tion defense was an open debate, which could be rancorous and humiliating. Knowing that it would be unwise to antagonize his professors, Arrhenius downplayed his convictions about his new theory as he de t ended his dissertation. His diplomacy paid off: he was awarded his degree, albei t reluctantly, as the prolessors still did not believe his model and considered him to be a marginal scientist, at best. Such a setback could have ende d his scientific career, but Arrhenius was a crusader; he was determined to see his theory triumph. Recognizing his low credibility in his home coun try, he sen t his dissertation first to Rudolf Clausius, a German seientist who had fimnulat ed the second law of thermodynamics, but Clausius wasn't interested. He next app roached Lothar Meyer, another German scientist who had gained prominence for his work on the periodicity of the clements, but Meyer was also unresponsive. Final ly, Arrhcnius found the right champion in Wilhelm Ostwald, a German profes sor o f chemistry at Riga. Ostwald, already known as a defender of revo lutionary chem ical causes, fully accepted the idea that reactions in solu tion often involve i ons. In 1885 Arrhenius began work ing in Ostwald's laboratory, continui ng his research on ions. Reading everything he could find on the sub jeer, he ca me across a research paper written by a Dutch scientist, Jacobus van't Heir, whi ch was particularly helpful in placing the ionic theory on firmer gnound. In 1887 Arrhenius went to Amsterdalm to nicer van'l Heft At 22 years of age, van't Help had postulated the existence of stereochemistry; that is, that atoms in molecules have definite relative positions in space. This theory was initially criticized harshly, and van't Heft, aided by Ostwald, had to fight to have it accepted. The ionic theory was yet another unaccepted theory for which both Ostwald and van't Heft' would extend their support. By the time Arrhenius returned from Amsterdam, Ostwald had moved to Leipzig, where he had be come professor of chemistry. It was there that Ostwald and Anhenius put together