Threats To Coral Reefs Environmental Sciences Essay

Threats To Coral Reefs Environmental Sciences Essay Coral reefs deal with many threats, from both nature and man. Coral reefs have become the home for over twenty five percent of the marine life in the ocean and theyre the largest living structures on earth (Coral Reefs and CO2). Also, reefs provide food for about 500 million people around the world (Connor). Coral reefs require balanced water chemistry for growth as well as balanced light, temperature, and nutrient levels. Any changes to these can affect the survival of the coral and potentially kill them (Sandhyarani). Ten percent of the tropical reefs in the world have already been lost and the reefs that remain show signs of deterioration and possible loss (Coral Reefs and CO2). Twenty percent of the worlds reefs have been destroyed and show no immediate prospects of recovery, Clive Wilkinson, World Wildlife Fund. The two main threats that reefs deal with come from humans (anthropogenic) and natural events. Consequently, global warming may now have the most devastating affect on coral reefs from humans. Global warming can be caused by the release of CO2 into the atmosphere as a result of the burning of fossil fuels (Coral Reefs in Danger). An increase in ocean temperature is a direct affect of global warming and extremely dangerous to corals and the organisms that call the coral home. The warming can cause coral bleaching, when coral polyps drop the algae that live on them leaving behind the bright white color of the corals skeleton (Thompson). This algae provides the coral with eighty percent of its energy, making the algae critical to the corals existence (Threats). Coral life depends on algae, but too much can also have a negative effect. Pollution has become one of the leading human threats to coral, resulting from runoff, sewage, oils, chemicals, fertilizers, and radioactive wastes getting into the ocean (Kaku). These chemicals can increase the nutrient levels in the ocean waters a nd cause algae blooms and growth of other marine organisms that can compete with coral for space. Pollution can also lead to light deprivation and will ultimately starve a coral, which depends upon its symbiotic algae to produce food photosynthetically (NOAA CoRIS). Pollution can be linked to coral diseases as well; due to the poor water quality that pollution produces. If an oil spill occurs coral spawning, the oil can destroy the egg and sperm of the coral polyp as it floats near the surface before it can ever fertilize and settle (NOAA). Destructive fishing methods are another human related threat to coral reefs. Blast fishing, the most destructive to reefs, kills not only the objective fish but also reef animals and the reefs themselves (Thompson). Cyanide fishing, which involves the release of cyanide into the ocean to stun fish, can kill the coral polyps and corrupt the entire reef (NOAA). Coral mining can also be extremely devastating for corals, the coral is mainly used for construction purposes and can be obtained fifty percent cheaper than rock from a quarry (NOAA). Furthermore, natural threats are also dangerous the coral reefs. Coral diseases are the most common natural threat. Diseases can be caused by humans but they mainly derive from natural biological stresses such as bacteria, fungi, and viruses. They can also occur as a result of non-biological stresses such as increased sea surface temperature or ultraviolet radiation (NOAA). Nevertheless, they have the same impact no matter the cause and the main diseases include black band disease, white band disease, white plague, and white pox. Slowly over time, these progress to expand across the coral eating away at the corals tissue and leaving behind its white skeleton unprotected (NOAA). The waves that result from hurricanes and cyclones can break apart branches of coral and coral heads, scattering the fragments and leaving no chance for the coral to recover (McGinley). Tidal emersions, which leave corals exposed for long periods of time during low tide, can cause the coral to overheat and dry out the essential coral tissues (NOAA). Predation from fish, marine worms, barnacles, crabs, snails, and starfish can destroy reefs in some cases by eating the soft tissues of coral polyps (NOAA). Humans remain the largest threat to coral survival but natural events can still be devastative. Pollution, overfishing, and overuse have put many of our unique reefs at risk. Their disappearance would destroy the habitat of countless species. It would unravel the web of marine life that holds the potential for new chemicals, new medicines, unlocking new mysteries. It would have a devastating effect on the coastal communities from Cairns to Key West, Florida communities whose livelihood depends upon the reefs.President Bill Clinton

Situational Analysis And Imc Objective Marketing Essay

Situational Analysis And Imc Objective Marketing Essay By referring to Jacobs website, Jacobs is a brand names which well-known for quality and whole meal biscuits and their reputation that has already existed over few generations. Jacobs success can be attributed to the companys high standards in manufacturing best quality of biscuits, its continuous research and product development, and its commitment to ensure that its product are suit to the changing of consumer needs, taste buds, and lifestyles. Over the years, range of products of Jacobs has grown and changed from a plain cracker to a wide-ranging range of quality crackers and biscuits, including Wheat meal, Cream Cracker, Low Salt Hi-Fibre, Hi-Cal, Hi-Fibre, and Oatmeal biscuits. Jacob is using several ways of IMC strategies to promote its products to consumers. Advertising Referring to Jacobs website, Jacobs Original Cracker mainly advertises on TV channel such as TV 1, TV 2, TV 3, NTV 7, and 8TV. Jacobs advertise with different languages, included Malay, Chinese, and English. By doing this, we can say that Jacob is targeting general group of market which are Malay, Chinese, and English. According to Utusan Malaysia website, Jacobs also advertise on newspaper such as language in Bahasa: Utusan Malaysia and Berita Harian. In the newspaper, they are not directly advertising their product; Jacobs providing such as dessert recipe with Jacob cracker and educates consumers the correct ways for consumption. Contest Campaign By referring to the Jacobs website, Jacobs organized contest at the past with the title Jacobs Ibuku Inspirasiku, the prize worth up to RM 300,000. To join the contest, participants first have to gather any Jacobs cracker product that with the promotion label on the packing, minimum of 10 points for one submission. After that, participants have to click on Join Now at the website and fill in the details when prompted and key in the codes on Jacobs products pack to determine the accumulated points. Over the past few years, we can see that Jacobs not only advertising on newspaper and television but also organizing healthy campaign such as in year 2010, Jacobs Walk of Life and Strong Support for 1Malaysia Sihat. Apart from the 5 kilometre walk, participants also enjoyed of continuing booth activities that designed by co-sponsors such as free health check by Selangor State Health Department, free bone health check by Anlene, balloon sculptures, childrens face painting, and childrens inflatable at Kids Fun zone. There were also special performances by popular local artist, Black and One Nation Emcee entertained the crowd with their music. Due to the strong support by peoples in 2010, therefore in year 2011 Jacobs continued to organize the event with the title Jacobs Walk of Life 2011, Pledge to Health Social Media According to the websites of Jacobs, Jacobs is using social media platform, Facebook to communicate with their fans or followers. New information, updates, and sometime Jacobs will share the happiness or interesting news through Facebook. This social media platform allowed customers to interact with the company and its popular now. IMC objective Strengthen image The main objective of Jacobs is to build a strong image of the brand. In the strong competitive market, loyalty of customer is very important in the industry. When there is a strong image, customer will have awareness with and make it as one of the preference. With the higher recognition of the brand, the chances to increase loyal customer is also high. Increase sales Sales are one of the important factor for a company, because the revenue is generate by the sales. Every company will try to archive sales target to have more profits. More profit is needed in order to run a business. Creative Strategy Creative strategy is generally the outcome of a team with one or more copywriters, an art director and a creative director. It is to explain how the advertising campaign will meet the businesss advertising objective. The outline is prepared by the creative team of an advertising agency for the launching of an advertising campaign or message. Creative strategy includes unique selling proposition and emotional selling proposition; both can determine the advertising messages that deliver to target audiences in a creative manner. Unique Selling Proposition Unique selling proposition normally is a critical component of a promotional theme that contributes to the building of an advertising campaign. It states the real or perceived benefit of a product or service and then differentiates from its competitors. This would also affect the buyers purchase intention as it can give its buyer a logical reason. Jacobs using a unique and innovative technique for Jacobs Cream Crackers to remain, the classic cracker brand using the traditional special baking techniques since 1885, to make crackers outside distinctively crispy and the center is slightly softer textured, with a yeasty dough classic flavor. Jacobs product contain wheat, this is a source rich of nutrient, this makes Jacobs cracker position in a healthy food industry. Therefore, Jacobs uses USP to create positive and unique identity in customers mind. (Belch Belch, 2009) Uniqueness Jacobs cream cracker made with whole grains. Grains are grasses that produce edible starchy seeds that can be processes as a source of nutrients such as carbohydrates, proteins, vitamins, minerals and fiber. According to the JACOBs website, foods such as wheat, rice and oat are considered as cereal grains and these cereal grains are high in carbohydrates that provide energy for humans daily activities. Therefore, Jacobs cream cracker also considered as healthy cracker which provides 72mg calories per serving. Jacobs Actimix standard, Jacobs cracker is a 92% wheat cereal, low fat level, no added sugar, coloring, flavoring and preservatives. Whole grain provides nutrients from all parts of the grain. Whole grain must consist of three parts: bran, germ and endosperm. Figure1 below is a graph that cropped from the Jacobs Malaysia website (http://www.jacobs.com.my) that well explains the whole grain and its nutrient consist: C:UsersK3nnyDesktopUntitled.png Figure1 Benefits Jacobs cream crackers mainly consist of 5 ingredients: wheat flour, palm oil, salt, sodium bicarbonate and yeast. Wheat is rich in essential nutrients that offer important health benefits to consumers. It is also a good source of energy from carbohydrates. It contains B-vitamins and minerals to help release energy from carbohydrates. Besides, wheat also contains protein that supports the body building process while fiber that helps to maintain a healthy digestive system. Therefore, by consuming Jacobs cream cracker, consumer can lower the risk of getting several chronic diseases and condition for examples, heart diseases, cancer, diabetes and gastrointestinal troubles. Furthermore, consuming wheat diet also benefits consumers in terms of boosting immunity, bone health and other wellness goals. So, according to the nutrient fact of Jacobs cream cracker, it is not more than 6 grams of fat per serving and it is useful in fat-restricted diets. Potent Jacobs cream crackers are well known for its richness in nutrients and healthiness. Since 1885 until today, Jacobs using the same special baking techniques, to make crackers outside distinctively crispy and the center is slighter softer, together with the classic yeasty dough flavor. In Malaysia, Jacobs cracker was manufactured and produced by Kraft Food Malaysia. Kraft was awarded the Prime Minister Award during year 1993 for the quality biscuit standard. This would increase the purchasers confident towards Jacobs cream cracker. DRIP Framework Differentiation Jacobs cream cracker position itself as healthy cracker which it is made with wheat flours. Therefore, Jacobs cracker can be taken as a source of nutrients such as carbohydrates, proteins, vitamins, minerals and fiber. It also stated that Jacobs cracker containing Actimix. The USP allows Jacobs to differentiation itself from other competitor with the nutrients and healthy fact. Furthermore, Jacobs in under the Kraft Food Malaysia, the quality of cracker can be assured. Reinforce Jacobs cream cracker is healthy and nutritious that can provides energy for daily activities. Besides that, Jacobs also come out with more range of crackers. For examples: High-iron, Hi-Fiber, Low-Salt, Hi-Calcium and etc. This can fulfill the different needs of nutrients by consumers. Jacobs can emphasize more on nutrients and healthy lifestyle information to consumers. Inform Jacobs mainly advertises in television and newspaper. The advertisement is created to build awareness of audience and reader. Besides, Jacobs also having a Facebook Page called Jacobs Malaysia. It is a platform for Jacobs to share information of its products and also let its consumers to share their experience on consuming Jacobs cracker. Moreover, Jacobs also organize special games and activities such as Jacobs Walk of Life. Participants that complete the walk will be given a gift bag with Jacobs products. This is also a form of introducing Jacobs cracker and building healthy brand images for Jacobs. Persuade Jacobs emphasize on the crackers nutrients and healthy facts. Besides, Jacobs cracker contain Actimix is a great cracker that made up of 92% complex carbohydrate and provide consumers energy to meet the demand of the day. It is also specially formulated to provide low fat per serving, suitable for fat restricted diets. Therefore, Jacobs can strengthen or concentrate on this point when communicate with audience. Those who concern on healthy meal and lifestyle will attract by Jacobs cracker because it is made by wheat and contain a lot nutrients that needed by human being. Media Planning Strategy Media planning is a series of decisions that involved the delivering of promotional message to target audience. This set a direction to guide the strategy formulation of media such as broadcast, print, promotion, public relationship and other relevant media strategies. Therefore, media planning and strategy can assist Jacobs in determining the best way to reach their target audience. Jacobs media objective is to deliver the information of Jacobs cracker can help consumers to maintain their health and live a healthy lifestyle. So, media strategy will be formulated to achieve the media objective set through various media such as broadcast and print. Target Market/ Audience Jacobs focus on psychographic, people who concern on health issues and want to live a healthy lifestyle will be targeted. This group of people highly demands for healthy meal and snacks. Foods that they consume must be rich in nutrients and can benefits for their health. As Jacobs cracker contains rich nutrients, this would best suitable to consume by this group of people. Next, for the demographic segment, there is no restriction for age and gender. No matter male or female kids, teenagers, adults or golden citizens, all of them can consume the Jacobs crackers. Besides, Jacobs cracker is healthy and good quality it will be sold at medium price level. Therefore, medium level income group are targeted by Jacobs. In Malaysia, income amount between the ranges from RM2500 RM5000 will be considered as middle income group. This is the group can afford our products. Scheduling Jacobs can schedule its advertising in reaching their consumers through various media. There are 3 types of scheduling method which are continuity, flight and pulsing. Continuity means advertise evenly throughout the year while flight mean advertise in certain months that contain festival or event. Moreover, pulsing scheduling is the combination of continuity and flight. Since Jacobs cracker can be a daily consume product, it should adopt the continuity scheduling. In continuity scheduling, advertisement is continually maintained to send information and communicate with the target audiences. This is to keep target audiences aware of the brand and product and also promote product that newly launched. Advertisements that contain promotion, new product or contest will be spread evenly during every month. This would require a good amount of budget to adopt continuity scheduling. Broadcast media After all the steps, budget consideration is important in deciding and developing media strategy for various media. First of all, broadcast media will be the primary media for advertising Jacobs cracker. For Television advertising, TV channels such as Discovery Home and Health (channel 733), Asian Food Channel (channel 703), Food Network Asia HD (channel 727), TV 3, NTV7, 8TV and ASTRO would best to display Jacobs advertisement. It would spend a large amount to advertise in TV channels during prime time which means from 6 to 9 evening. Advertising on this time is effective in reaching target audiences because people normally will stay together with family for dinner and most of the people will have television switched on during their dinner time. Furthermore, the current TVC is using a family concept with caring to promote the Jacobs cracker. This does not contain much creativity because current and previous TVC also using the same concept. To avoid boredom of TVC, it should be more creative situation and ways to be used in future new TVC. Besides TVC, Jacobs also can use radio to advertise. Healthy people usually wake up early, so the suggested air time will be in the morning. Also, working group need breakfast for starting their day. Therefore, advertise during the morning session is more likely to be an effective way. Print media Next, print media such as magazines, newspaper also another media for Jacobs advertisement placement. Health issue related magazines such as Health Fitness Enthusiast magazine will the best to place Jacobs cracker advertisement. Normally health conscious group and healthy lifestyle maintainers will keep themselves update by purchasing health magazines. They concern on health issues, therefore the presence of Jacobs ad can easily attract their attention. Newspapers such as Sin Chew, The Star and Utusan Malaysia with different languages Chinese, English and Malay respectively are also suitable to place in Jacobs cracker advertisement. This is because newspapers are also an effective ways to reach different races of target audiences. Sales Promotions Jacobs can do promotion with different promotion techniques to attract purchasers. One of the promotion techniques will be pack 2 or more Jacobs cream cracker pack together to create a value pack and sell at a price. This value pack price normally is lower price than buy separately. Therefore, such promotion can attract and influence target audiences purchase intention. Moreover, Jacobs can increase the normal packing volume. For example, enlarge the packing volume from 800g to 850g, additional 50g added. This can considered as bonus packing that offer extra crackers but charged at normal price. Public Relation Publicity Jacobs can organize campaigns and events or roadshow to communicate with the public. Information of product or company can be delivered during the events. Besides, Jacobs can allocate a budget for sponsorship of events, for examples: exhibition and contests. Jacobs will be able to create brand awareness and high exposure by placing banners around the sponsor events venue. Others Billboard advertising usually is a large outdoor advertising structure, normally found along the side of highway, for example: PLUS highway. Billboard advertising is designed to grab audiences attention and create impression in their mind, leaving them think about the advertisement (Belch Belch, 2009). Transits advertising normally use in the cities with high volume of public transport such as buses and trains. Jacobs can print the advertisement on the public transports so that when the public transport move around in the city, it can grab citizens attention and create brand awareness. Online advertising is a form of promotion that uses Internet to deliver marketing messages in attracting customers. For example, Jacobs can use banner ads for advertise Jacobs cracker. Banner ads can be placed in health related blogs, websites and forums. Social network advertising is also another example. So, Jacobs can advertise in the Facebook social network platform. Although Jacobs Malaysia Facebook page exists, it does not seem to have frequent health related information sharing about Jacobs product. As a result, Jacobs should improve from this aspect. Broadcast Media Strategy Broadcast media is one of the important advertising strategies a company can use to create awareness, increase product or brand image. Jacobs can use broadcast media to reach the mass market since broadcast media is the most effective channel to achieve that; we are exposed to different broadcast media in every day. Jacobs original cracker is positioning as a healthy biscuit which is targeted on the healthy conscious people. Thus, they can create broadcast advertisements which are based on healthy conscious concept. Although they are already doing this currently, it should be continued, repeat it again and makes further improvements so that the target audiences are reinforced by this important message heavily. By reinforcing the message to the target audiences, the product image will be stronger. Jacobs original cracker is a consumer good. To effectively advertise it to the right target audiences, broadcast medias which are able to reach the mass market should be utilized heavily since the product is a consumer good and the target market is very wide, the healthy conscious people. There are two types of broadcast media Jacobs should use to advertise their product, television and radio. Television As mentioned in the earlier part, Jacobs is advertising their product through different television channels such as TV1, TV2, TV3, NTV7 and 8TV. This is actually a good effort to advertise the product and reach the target audiences. Utilization of television for advertising of Jacobs original cracker should be continued and make further improvements. Television allows the advertiser to create advertisement which is creative and high impact which is able to send the accurate messages well. Jacobs need this ability of television because concept of Jacobs original cracker which is the healthy biscuit is a vital message that should be sent to the target audiences accurately and effective. Jacobs has to utilize this ability of television to educate their target audiences well. To achieve that, a creative advertisement which includes the unique selling propositions and emotional selling propositions of Jacobs original cracker should be created with a suitable, attractive storyline. Furthermore, the advantage of coverage and cost effectiveness by television is another reason it should be used for Jacobs advertisement. As we know Jacobs original cracker is considered a consumer good and it should be advertised to the mass market, television can help Jacobs to achieve this very well. This is because everyone is exposed to television daily. Regardless of age, sex, income, education level, everyone at least watches some television. Moreover, advertising through television is able to capture the attention of the target audiences. Without making special efforts to avoid commercials, most of us are exposed to thousands of commercial in television each year. This indicates that television has a very high possibility to capture a very high population of people which includes the target audiences of Jacobs. This captivity is actually what Jacobs need because they need the attention of the target audiences before the correct messages can be educated. Although there are some criticisms on television, saying that television is not a good medium which is able to reach the precise target audiences. Fortunately, Jacobs can still use television to advertise their product. This is because one of the television companies in Malaysia, ASTRO offers different channels based on different interest. In case of Jacobs, there are channels like Discovery Home and Health(Channel 733), Asian Food Channel(Channel 703), Food Network Asia HD(Channel 727) which are suitable for Jacobs to advertise since the target audiences can be identified. Audiences who watch the channels mentioned would be a healthy conscious consumer and these audiences are exactly the target audiences of Jacobs. On the other hand, Jacobs should use network advertising for broadcast media to fully utilize the budgets. Network advertising is the most appropriate one for Jacobs. Although the budget would be higher than the spot advertising, network advertising provides Jacobs a few advantages. The purchase process of the airtime is simple for network advertising. Jacobs is dealing with only one party when come to the purchasing of airtime. Besides, audiences who watch the networks which are suitable for Jacobs such as Discovery Home and Health share the same interest, which is to seek a healthy lifestyle. Thus, when Jacobs advertise through the entire network, the target audiences can be reached in a higher chance. In terms of buying airtime method, participation should be chosen as a strategy of Jacobs. As mentioned earlier, Jacobs original cracker is a type of consumer goods which is to be advertised to the mass market. By participations through buying different commercial time, the advertisement of Jacobs can reach more audiences; this is what actually Jacobs need. Other than that, the expenditures of advertising can be controlled since there is no long term commitment to any program; Jacobs is considered only participate in sponsorship of the programs. In selecting the time periods for the advertisement, Jacobs should choose the prime time, 8pm to 11pm or morning time segment, 7am to 9am. Prime time is the time segment which is the most popular time period where most people watches television. Thus, for a consumer product like Jacobs original cracker, it should be advertisement in this time segment to have a greater reach of the target audiences. On the other hand, morning time segment can be chosen too. This is because most healthy conscious people who are the target audiences of Jacobs wake up early in every day. This can reach the target audiences effectively and efficiently. Radio Jacobs seldom advertise their product through the radio. Radio is actually another good media which can be used since it is able to reach the mass market too. Jacobs should start advertising more through radio as it can be used as an alternative medium instead of television. Radio is good in advertising because it can achieve the goal of most companies who are advertising their product, cost and efficiency. Cost for advertising through radio is low; radio commercials are inexpensive to produce and the cost for airtime in radio is also low. This is absolutely a great reason for any company including Jacobs to advertise. Other than that, low cost of advertising through radio in turn increases the efficiency. More reaches of the audiences and frequency of advertisement can be obtained since cost is lower down. Jacobs need this strategy to reach as much target audiences as possible. In addition, radio listeners are emotionally bond to the radio stations they listen frequently. In other words, they have a special, unique relationship with their preferred radio stations. Thus, advertise through radio is a good way to influence the thinking of the audiences. Since there is an emotional bond between the radio listeners and radio stations, advertisements appeared in the radio stations are easily accepted by these radio listeners. Jacobs should utilize this ability of radio to educate the target audiences about the concept of Jacobs original cracker, which is a healthy biscuit. Flexibility of radio for advertising is an ideal advantage for every company who wants to advertise including Jacobs. This ability is also unique as other media are not as flexible as radio. Messages can be easily adjusted any time before it goes out on air to suit the market conditions and situations. Other than that, another advantage which can be obtained through advertising on radio is mental imagery. The elements of the commercial on radio are only the jingle and the voice of the speaker. Although this is limiting the creativity of the advertisement, this allows the listeners to imagine about the product advertised. For instance, Jacobs advertised their Original Cracker through messages about how healthy a person will be by consuming their biscuit and the listeners may start imagine that they might becoming healthy as well if they eat the biscuit in every day. Spot radio is suitable for Jacobs to advertise their product. Network radio is not effective for Jacobs because there is no network of radio that attracts the specific interest of different listeners. Healthy conscious people may not listen to the same radio network. By spot radio, Jacobs can find suitable airtime on individual stations in different markets. This is more effective to reach the correct target market. In selecting the time periods for the advertisement, Jacobs should choose morning drive time or the daytime. The reason is simple. Healthy people wake up early in every day. Plus, working adults who drive in the morning have needs for a healthy breakfast. These supported the morning drive time is reasonable to be chosen. On the other hand, the second choice would be the daytime. This is because, except in the morning, people would like to eat biscuit in the daytime rather than other time periods in Malaysia. Print Media Strategy Print media is another media which advertisers use frequently to advertise their products. It is a popular media in addition to broadcast media. Print media is very much different with broadcast media. Print media allows the audiences to read the messages with own pace. Unlike print media, most broadcast media are on air for limited time period. Audiences may miss out some important messages which the advertisers want to send to them. Print media solve this problem by printed out the advertisement and audiences can read as many times as they wish. This may lead to a high involvement by target audiences who are been attracted. There are many different types of print media. We would like to recommend Jacobs to use magazine and newspaper as the print media. Magazine Magazine is a very powerful print media especially for different lifestyles and specific interests such as sports, automobile, healthy lifestyle and others. Thus, magazine is an ideal print media for advertising. This is because the different market segment can be easily found out by different lifestyles and specific interest. Jacobs seldom advertised their product on the magazine. Magazine should be utilized well. Magazine would be a useful print media for Jacobs to reach their target market effectively. This is because of their ability to reach a specific target audience. Most magazines are published for specific interest groups; this is same to the healthy conscious people. In Malaysia, there is a popular magazine called Oh! Only Health. This magazine is targeted on people who want a healthy lifestyle. Jacobs can create own advertisement for Original Cracker and advertised in this magazine to educate the target audience that Jacobs is selling healthy biscuit and it is suitable for them. Apart from that, the quality of the magazines papers is good. Thus, creativity of the advertisement would be not restricted and as creativity is good, audiences would be got attracted and messages can be sent well to the readers once they are attracted. In addition, magazines are normally read over few days and being kept for a long time. This means that the advertisement would be repeated each time the reader flips through the page which printed the advertisement. Jacobs need a repetitive advertisement so that people can remember them well. So, magazine is a very useful print media for Jacobs to advertise their product, original cracker. Furthermore, magazine is a media which people search for specific information. Other than newspaper, magazine would be the most reliable source for information for the consumers. Consumers would likely trust whatever information provided in the magazine. Same to the healthy lifestyle magazine, healthy conscious people would likely to find and know more ways to be healthier in their life through getting information from the healthy lifestyle magazine. Jacobs should take this opportunity to advertise their product as a healthy biscuit in the healthy lifestyle magazine to gain trust and positive word of mouth from the target audiences. These people who read the healthy lifestyle magazine would likely to become an opinion leader for other consumers. Thus, positive word of mouth from these opinion leaders is very important. Purchasing suitable, enough advertising space and position in magazine is important. Space and position should be decided with considerations on budget and impact of the advertisement. In case of Jacobs, there is not much information needed to be provided in the advertisement. Thus, a quarter page of space is actually enough to provide relevant, related and important information. Although Jacobs position as a healthy biscuit, there are many other healthy related activities, foods and others in the magazine. So, position of the advertisement by Jacobs should be focusing on cost rather than good position. This is to save cost of advertisement as magazine is considered a high cost print media. Newspaper Newspaper is the second major form of the print media. It is as popular as the magazine. Newspaper is important for advertisers because there are many readers of newspaper. Moreover, mostly any types of advertisement are suitable to be advertised in the newspaper since there are many sections in a newspaper. Jacobs has been advertising their product through newspapers such as Utusan Malaysia. This act should be continued to send important messages to the readers. One of the reasons newspaper should be used to advertise Jacobs product is its extensive penetration. The type of newspaper Jacobs would advertise is definitely the daily newspaper. As we know, there are many readers read newspaper daily. This shows the high degree of newspaper market coverage. Jacobs as mentioned before, they are selling consumer good, biscuit, newspaper would be very suitable for Jacobs to advertise its product, Original Cracker since a very high population of audiences including the target audiences can be reached. Jacobs should advertise their advertisement in the healthy section of the newspaper to match the target market. People who are concerned on healthy would find information about the knowledge about healthy food, activities and others in the newspaper. When these readers read the advertisement advertised by Jacobs in the health section, they would trust the information given because readers of newspaper trust the information provided by the newspaper. Although the advertising rate for Jacobs which is the retailer advertising rate is already cheaper than the general advertising rate, budget can be save through using a black and white advertisement in the n

Fodors Functionalism Essays -- Body Mind Psychology Essays Searle

Fodor's Functionalism Fodor begins his article on the mind-body problem with a review of the current theories of dualism and materialism. According to dualism, the mind and body are two separate entities with the body being physical and the mind being nonphysical. If this is the case, though, then there can be no interaction between the two. The mind could not influence anything physical without violating the laws of physics. The materialist theory, on the other hand, states that the mind is not distinct from the physical. In fact, supporters of the materialist theory believe that behavior does not have mental causes. When the materialist theory is split into logical behaviorism and the central-state identity theory, the foundation of functionalism begins to form. Logical behaviorism states that every mental feeling has the same meaning as an if-then statement. For example, instead of saying "Dr. Lux is hungry," one would say "If there was a quart of macadamia brittle nut in the freezer, Dr. Lux would eat it." The central-state identity theory states that a certain mental state equals a certain neurophysiological state. The theory works in a way similar to Berkeley’s representation of objects. Both mental states and objects are a certain collection of perceptions that together identify the particular state or object.   Ã‚  Ã‚  Ã‚  Ã‚  Fodor develops the idea of functionalism by combining certain parts of logical behaviorism and the central-state identity theory. From logical behaviorism, Fodor incorporates the idea that mental processes can be represented by physical if-then statements. As such, behavior and mental causation are no longer distinct and unable to interact. Also, logical behaviorism provides a way for mental causes to interact with other mental causes. This, in turn, may result in a behavioral effect. The last point is also a characteristic of the central-state identity theory. One doctrine of the central-state identity theory is called "token physicalism." Token physicalism states that all mental states that currently exist are neurophysiological. Thus, token physicalism does not place physical restrictions on the type of substance capable of having mental properties. When the points of logical behaviorism and the central-state identity theory, as described here, are combined, fu nctionalism is the result. The theory of functionalism supposes that a m... ...whether the simulation of mental processes resulting from a computer program are real mental processes?   Ã‚  Ã‚  Ã‚  Ã‚  At the end of chapter two, Searle summarizes his criticism of functionalism in the following way. The mental processes of a mind are caused entirely by processes occurring inside the brain. There is no external cause that determines what a mental process will be. Also, there is a distinction between the identification of symbols and the understanding of what the symbols mean. Computer programs are defined by symbol identification rather than understanding. On the other hand, minds define mental processes by the understanding of what a symbol means. The conclusion leading from this is that computer programs by themselves are not minds and do not have minds. In addition, a mind cannot be the result of running a computer program. Therefore, minds and computer programs are not entities with the same mental state. They are quite different and although they both are capable of input and output interactions, only the mind is capable of truly thinking and understanding. T his quality is what distinguishes the mental state of a mind from the systemic state of a digital computer.

Theories of Criminal Behavior Essay example -- Sexual Offenders, Child

In this essay, two theories specifically focusing on sexual offending against children are compared and critical evaluated. Finkelhor’s (1984) Precondition model integrates four underlying factors that might explain the occurrence of child sexual abuse and categorizes them into four preconditions: motivation to offend, overcoming internal inhibitors, overcoming external inhibitors and overcoming child’s resistance that occur in a temporal sequence where each is necessary for the other to develop. The Precondition model provides a framework for assessment of child molesters but is criticized for a lack of aetiological explanations and for paying to little attention to cognitive factors. Ward’s (2003) Pathways model suggest that clinical phenomena evident among child sex offenders are generated by four distinct and interacting mechanisms: intimacy and social skills deficits, distorted sexual scripts, emotional dysregulation and cognitive distortions where each mech anism generates a specific offence pathway. Both theories have been influential in providing treatment goals and informing clinical assessment of child sexual abusers. Finkelhor ´s precondition model (1984) is widely recognized in the literature as a groundbreaking theory in the fact that it represents the first attempt at incorporating multi-factorial explanations to account for sexual offending against children (Howell, 1994; Marshal, 1996; Ward & Hudson, 1998). Finkelhor (1984) argues that child molestation is a complex phenomena caused by a variety of psychological, sociological and cultural factors. In order to explain differences within perpetrators as well as situational aspects of the offence, Finkelhor (1984) proposes four preconditions that need to bee met in ... ...y of multiple dysfunctional mechanisms, or ‘pure’ pedophiles – those with a primary sexual interest in children, consisting of individuals who portrait elements of all the pathways discussed above: deviant sexual scripts; distorted ideas about children’s sexuality; intimacy deficits and; dysfunctional emotional regulation. Ward & Siegert (2002) argue that their attempt to build on existing theoretical work such as Finkelhor’s (1984) Precondition model, the Pathway model constitutes a multifactorial theory evident in fact that it addresses psychological, contextual and biological mechanisms in its claim that vulnerability to sexually offend against a child originates from various learning, cultural and psychological variables. Both of the models mentioned above have some clinical utility and can be used in the assessment and treatment of child molesters.

John Fitzgerald Kennedy - JFK Essay -- President Kennedy

John Fitzgerald Kennedy - JFK John Fitzgerald Kennedy was born in Brookline, Massachusetts, on May 29, 1917, the second son of financier Joseph P. Kennedy, who served as ambassador to Great Britain during the administration of Franklin D. Roosevelt. He graduated from Harvard University in 1940, winning note with the publication of Why England Slept, an expansion of his senior thesis on Britain's lack of preparedness for World War II. His part in the war was distinguished by bravery. In August 1943, as commander of the U.S. Navy torpedo boat PT-109, he rescued several crewmen after a Japanese destroyer off the Solomon Islands rammed the boat. His heroic rescue of survivors of his crew won him the Navy and Marine Corps Medal as well as the Purple Heart. In 1953 He married Jacqueline Lee Bouvier, daughter of a wealthy Wall Street broker, they had two children Caroline & JFK JR. In 1946, and with the enthusiastic help of his brothers and sisters won the Democratic nomination to the House of Representatives in the ele venth district of Massachusetts. His mother and sisters organized teas at the homes of voters, while his father furnished campaign funds. He won the election and as Congressman voted for Truman's welfare programs, including expanded social security benefits, aid to veterans, and old-age benefits. In 1952, Kennedy upset the veteran Republican Senator Henry Cabot Lodge by winning his seat in the US Senate. He and his family began working tirelessly for his presidential nomination as early as 1956. In 1956 Kennedy almost gained the Democratic nomination for Vice President, and four years later was a first-ballot nominee for President. Millions watched his four television debates with the Republican candidate and current Vice President, Richard M. Nixon. Winning by a narrow margin in the popular vote, Kennedy became the first Roman Catholic President. His Inaugural address offered the memorable injunction: "Ask not what your country can do for you--ask what you can do for your country." As President, he set out to redeem his campaign pledge to get America moving again. His economic programs launched the country on its longest sustained expansion since World War II; before his death, he laid plans for a massive assault on persisting pockets of privation and poverty. This plan was named the new frontier; his ideas were used for years to come. Ke... ... â€Å"of landing a man on the moon and returning him safely to earth† The space program fascinates the American people. In the early 1960s whenever space flights were launched during school hours students would gather in gyms and auditoriums to watch the lift offs on television. The race to the moon continued through the 1960s. It is one of the nations single most expensive projects of the decade, costing $56 billion. On November 22, at 12:30 PM CST, while riding in an open limousine through Dallas, Texas, Kennedy was shot in the head and neck by a sniper. He was rushed to Parkland Memorial Hospital, where efforts to revive him failed. A commission headed by Chief Justice Earl Warren concluded in September 1964 that the sole assassin was Lee Harvey Oswald, a former U.S. Marine. Oswald, who was captured hours after the assassination in a nearby theater, was himself killed two days later by Dallas nightclub owner Jack Ruby while being moved from the city to the county jail. The state funeral of President Kennedy was watched on television by millions around the world. He was buried in Arlington National Cemetery. To this day JFK is still considered one of the nations best presidents.

Shakespeare – Romeo and Juliet Act 3 Scene 1 Analysis

Romeo and Juliet Coursework In Act 3 Scene 1 of Romeo & Juliet, Shakespeare raises the excitement and the tension throughout the scene by using dramatic tension between the characters, provocative and threatening dialogue, strong language effects, and sharp vital violence. The scene begins with Benvolio and Mercutio coming on to stage, with Benvolio suggesting they should go home in case they meet the Capulets and the violence ensues. â€Å"The day is hot, the Capels are abroad, And if we meet we shall not scape a brawl, for now, these hot days, is the mad blood stirring. This pathetic fallacy and strong image of mad blood creates an expectation in the audience of violent events to come. This expectation seems to be met fulfilled quickly as Tybalt enters with other members of the Capulet family and some servants and immediately a dramatic tension is established between the two factions. We are shown that Mercutio is in a difficult frame of mind. â€Å" ‘By my head here comes the Capulets’ ‘By my heel, I care not. ’ † Clearly Mercutio is in an aggressive mood. Tybalt addresses Mercutio and Benvolio. ‘Gentlemen, good den, a word with one of you’ † Up to this point, Tybalt is courteous – his quarrel is with Romeo, not with Benvolio or Mercutio. However Mercutio is extremely provocatice and he responds to Tybalt, asking a word with one of them with, â€Å"Make it a word and a blow. † The audience feels there is a fight in prospect. When Tybalt says that Mercutio consorts with Romeo, Mercutio sees an insult where there is none. â€Å"Consort? what, dost thou make us minstrels? an thou make minstrels of us, look to hear nothing but discords: here's my fiddlestick; here's that shall make you dance. Zounds, consort! † A gentleman cannot accept being compared to a lowly musician, but this is not what Tybalt meant and the audience feel expectation of fear and violence. Now Romeo enters, and now the focus of the tension shifts as a dramatic tension is established between Romeo and Tybalt. Tybalt says to Mercutio: â€Å"Well, peace be with you sir, here comes my man. † It is strange that Tybalt is prepared to swallow such provocation from Mercutio, just as Romeo will soon swallow his. Tybalt puts Romeo in a situation in which almost no gentleman could refuse to fight. â€Å"Thou art a villain. † he says but Romeo does not respond with aggression. Now a new element of intrigue and excitement comes with a kind of dramatic irony. The audience knows why Romeo does not want to fight Tybalt –they have just become relatives- but the other characters do not know. Romeo seems quite unmanly when instead of fighting Tybalt for his honour he swallows the insult, saying â€Å"I do protest I never injuried thee, But loved thee better than thou canst devise. Again the audience knows, can â€Å"devise†, the reason, but Mercutio sees it as cowardice. Now the excitement moves up a notch as Mercutio starts the violence and we are to have the sword fight the audience has been expecting. Mercutio condemns Romeo’s peaceful ways. â€Å"O calm, dishonourable, vile submission! Alla stoccata carries it away. (Draws) Tybalt, you rat-catcher, will you walk? â₠¬  The ‘vile submission’ shows what a humiliation Mercutio believes Romeo is accepting; the insult ‘rat catcher’ makes it almost certain Tybalt will have to fight. Now the sword play begins, and the audience not only have the excitement and great dramatic action of two fighters trying to kill each other but also the sight of Romeo trying to stop the fight for the reasons only he and the audience know. With a tragic irony it is Romeo’s efforts to separate the two men that give Tybalt the chance to stab Mercutio, a friend of Romeo’s on the Montague’s side. Now the audience has put in suspense wondering whether Mercutio is going to die or not. Romeo raises their hopes that he may live. (â€Å"Courage man, the hurt cannot be much. ); but Mercutio seems to know that he is a dead man. â€Å"A plague o' both your houses! They have made worms' meat of me: I have it, And soundly too: your houses! † The dramatic and terrifying image of worm’s meat makes Mercutio’s last words very powerful; and his cursing of the Capulets and the Montagues shows that he blames their useless feud for his death. The scene now takes another turn as Romeo puts aside all thought of peace, and becomes warlike. Benvolio tells him that Mercutio is dead, and Romeo decides on revenge in spite of his marriage to Juliet. This day's black fate on more days doth depend; This but begins the woe, others must end† The audience is put on more suspense with this foreboding of more strife and death. Tybalt returns, perhaps to continue his quarrel with Romeo but strangely this time, alone and Romeo resolves on violence. â€Å"Away to heaven, respective lenity, And fire-eyed fury be my conduct now! † With the passion of this language and the dramatic tension once again onstage between Romeo and Tybalt, the scene approaches its climax. Tybalt declares that he will send Romeo’s soul after Mercutio’s. â€Å"Thou, wretched boy, that didst consort him here, Shalt with him hence. † The audience understand that either Tybalt or Romeo must die. Now we have the second sword fight in this scene and this is the climax. As Romeo kills Tybalt he takes his revenge for Mercutio’s death, he gets rid of his main enemy in the Capulet camp, and he puts his relationship with the love of his life in grave danger – this is the peak of the excitement and tension. Now Shakespeare lets the audience relax a little as Benvolio explains what has happened and the Prince orders Romeo exile but not death. From foreboding at the very beginning of the scene to mortal insults and provocation, to sword fighting and death, to the audience’s realization that something terribly wrong has happened to Romeo and Juliet’s romance Shakespeare uses a wide range of dramatic and language devices to make the scene one of the exciting and enormous tension.

Coca-Cola Complaint Letter

President The Coca-Cola Company Box 1734 Atlanta GA 30301 To the President of Coca-Cola Yesterday, April 8, 2013 I was drinking a can of Coca-Cola at school during lunch; when all of the sudden, I could feel something hard in my mouth. I spit the pop out as well as the hard object; there was a dead cockroach in my pop! I was immediately disgusted and embarrassed that I almost swallowed a dead cockroach. Everyone including friends and teachers saw this gross insect in my drink, and the principle of my school told me to immediately file a complaint letter to you.I still have the cockroach and the can inside a plastic bag and pictures of it when it happened for if I decide to press charges against the company. I would not like to because I do like the company, but this was just a terrible time for me. If you would like me to send you the can and the pictures then I am okay with that. I believe that this is not fair to me that I had to go through this in front of my whole entire school. I think that I should get some sort of apology for this happening to me.If I could get some sort of apology and maybe something else, then in return I will not press charges on the Coca-Cola industry. I do still like the beverage but I am questioning if I should still buy your products because I am a little nervous about this whole thing happening again. Anything nice would be much appreciated and the apology would be greatly accepted if I got one. If I get something for having this happen to me then I might consider continuing with drinking your beverage. Thank you for your time and I hope to hear from you soon. Sincerely,