Project- designing quality assessment(2500 words)‎ Coursework

Project- designing quality assessment(2500 words)‎ - Coursework Example plan is destined for the assessment of teachers who will work with young people to train them in the installation of personal computers with associated software and peripherals. The ultimate aim of this training is to facilitate subsequent employment of the students. As teachers coming on to this program are skilled in information technology, at least to the level required to teach this course, but may not have had extensive experience in teaching and teaching techniques, this plan will help to assess the teachers in their teaching effectiveness. In the course, the teachers are the students. They learn how to teach. This is done in a specific training program that we name "teach-the-teacher". Our assessment plan is designed to be the logical conclusion of a â€Å"tell-show-do† teaching methodology, where it is first explained to the teachers what they need to assimilate (â€Å"tell†), the practical application is then demonstrated to them (â€Å"show†) and finally a check is made that each teacher can execute the practical tasks required or demonstrate competence in some appropriate way (â€Å"do†). The assessment plan will therefore cover these aspects with theoretical and written assessment tests, as well as practical assessment tests. The assessment is to be administered to the trainee teachers following this "teach-the-teacher" course at the end of the three days of training. The theoretical / written assessments will take place at the desks situated in the classroom used for the training, as a pen and paper exercise, using multiple choice and essay type questions. The practical assessments will take place individually in the classroom itself as well as in rooms adjacent to the classroom to allow sufficient privacy for each trainee teacher and avoid the risk of collusion. Each teacher will answer the questions in the assessment on his or her own, and the grades will be calculated for each individual from the answers given. The correctness of the answers will be

Buddhism' s Success in China Essay Example | Topics and Well Written Essays - 750 words

Buddhism' s Success in China - Essay Example To support this answer, this paper will compare and contrast Buddhism to Confucianism/Legalism and Daoism. Buddhism was originated in northern India, near the Himalayan Mountains, by Prince Gautama, during the sixth century B.C. Stearns summarized that the system advocated by the prince taught that enlightenment - and therefore contentment and peace in life - was achievable only through abstinence from things that promoted misery, such as sensations, perceptions, thinking, reasoning and desire for things which men find agreeable - anything that appealed to the delight of men (75-77). Because of this abstinence and its reflection on Buddhist priests and adherents, Buddhism at its early stages could be seen as emblematic of the simplicity of the Four Truths, and how each and every individual, from the lowly workers to the exalted royals, could hold to its precepts. According to Stearns, the 'Divine Sage' Confucius (Kong Fuzi) proposed a system of harmony and keeping to the Way as "a social and political ethos derived from idealized values of the past" (36). As a system it was rooted in morality and ethics, providing reason and regulations, down to the smallest measure of a 'gentleman's' conduct in a very systematic, measured and precise way. Comparing Confucianism to Buddhism puts two things into perspective: one, Confucianism focused on conduct and propriety, a worldlier set of functions, whereas Buddhism focused on abstaining from worldly matters in general. Two, Confucianism was seen as something of an appointment, an elevation to and reward of power above the rest, and therefore not suited to the common people. This level of classism was not apparent in Buddhism. Legalism The primary advocate of Legalism was Han Feizi, who advanced Confucianism into a more pragmatic viewpoint. As Stearns stated, "this harsh but effective solution for resolving the chaotic conditions that plagued the Zhou dynasty included the introduction of new managerial techniques, improved bureaucracy, enhanced communication, land reforms and standardization of weights, measures and coinage" (43). Legalism was a law-driven approach to government, and as such dealt mostly with an ancient notion of cause and effect and consequently dealing effectively with the criteria that drove and defined such polarities. Again, in the contrast of Legalism with Buddhism, we draw the conclusion that Legalism was a more restrictive approach to government, focusing on controlling and compelling the masses rather than catering to the individual's needs. Legalism can be equated to a top-down method, whereas Buddhism could be seen as a bottom-up method; individual contentment begets collective contentme nt, as opposed to informed manipulation by a few to drive the collective towards restrictive unity. Legalism was more a political system rather than a religious one. Daoism Like Confucianism, Daoism proposed adherence to a 'Way', holding a similarity to Confucianism in this. Proposed by

Free trade and mercantilist Essay Example | Topics and Well Written Essays - 1000 words

Free trade and mercantilist - Essay Example So, while free trade is beneficent in its purest form, modern policymakers have hijacked the concept to serve the interests of select private businesses at the cost of smaller business enterprises and the majority of the electorate. (Dunkley, 2004, p.53) The rest of this essay will look into how free trade, despite strong arguments in its favor, has not always been adopted in economic policy making. It was by the start of 1970s that currents of change were detected in the global economic order, with nationalism and protectionism being replaced by neo-liberalism and free flow of capital. But there were also concerns that this new economic paradigm can lead to excesses and decadence. For example, the unsavory side-effects of free trade in this period includes â€Å"the appearance of a nearly feral form of entrepreneurship in which black marketers, drug barons, arms merchants, rackets bosses, Mafiosi, and other profiteers were emerging as the economic and political leaders of the social transformations underway in their respective societies.† (Buchanan, 2000, p.1) These developments acted as a disincentive for a few governments to draw up free trade policies. Another reason why free trade practices are not uniformly accepted is due to the effect it has on workers and consumers. Some believe that under this system, workers become helpless pawns of their capitalist masters, compelled to sell their labor power at sub-optimal costs. The only theoretical alternative they have to evading this exploitation is to become destitute, which is a far greater misery. Multi-national corporations (MNCs), which are the facade of free trade, are perceived as coercing citizens to unwillingly participate in the capitalist market system, while also leaving consumers with no choice but to buy their products. (List, 1997, p.51) In the book titled Telling the Truth about History, author Joyce Appleby traces how MNCs came to be

Police science College Essay Example | Topics and Well Written Essays - 750 words

Police science College - Essay Example 42). Police discretion has been further addressed and defined at the highest levels of the American criminal justice system. The United States Supreme Court, the ultimate arbiter of the reasonableness of police procedure, has sanctioned the use of police discretion in 4th Amendment search and seizure cases. Indeed, "There are many other intrusive activities that the Court leaves solely to the discretion of the police on the grounds that the individual has no "reasonable expectation of privacy" in the place or premises targeted by the police" (Maclin, 1996: np). In short, even from a constitutional point of view, there are situations when the use of police discretion is not only allowed, but necessary. Police discretion, therefore, can best be characterized as the use of judgment in fluid situations and settings. O'Connor presents a four-part framework for defining police discretion for a particular community: (1) discretion as judgment, (2) discretion as choice, (3) discretion as discernment, and (4) discretion as license (2005, np.). A police officer's judgment, for example, ought to be based on his experience, his particular area of expertise, and his insight into different situations as defined by that community. ... Discretion is therefore highly individualistic. Discretion one community might be exercised differently than in a different community. Choice means trying to find alternative solutions to problems. This aspect of discretion involves a weighing of the costs and the benefits of alternative courses of action. Discernment refers to an examination of the underlying merits of a situation. The police officer must use discretion, for instance to determine whether someone is being scapegoated or unfairly accused. Perhaps there is some excuse that, while not legally recognized as a defense, nevertheless is a very reasonable reason for employing discretion. Finally, the notion of discretion as license reflects the fact that there are times when it might be wiser to disobey standard operating procedures and rules. This is an area where the possibility for the abuse of discretion is the highest. In short, discretion is a multifaceted concept and it tends to be applied on an individualistic basis. Question 3: What is it about YOUNG PEOPLE AND THE POLICE Why is there so much conflict and animosity It has been established that police discretion exists, that police discretion is defined in various ways, and that there are many inaccuracies or myths surrounding the application of police discretion. The sources of police discretion regarding young people, however, are more definitely categorized and defined. O'Connor, citing the extensive research summaries presented by Gaines et al, breaks the causes of police discretion down into three main categories. The first category focuses on the age and the history of the offender and deals mostly with age-related factors. Does the offender, for example resist or respond

Operation Iraqi Free

Operation Iraqi Freedom Essay The relationship between the United States and Iraq has been a rather complicated relationship. This relationship can be classified as a roller coaster ride that last through out history. The United States and Iraq relationship became rocky in 1958 when King Faisal was overthrown and Iraq signed with the Soviet Union. Because of the relationship that the United States had with the Soviet Union this made Iraq and the United States relationship a little questionable. In 1967 Iraq broke all ties with the United States when they decided to join ranks in the protest of the United States and Israeli strategic alliance. This decision that the Iraqi made once a country we were allies to a country we do not trust but we will deal with, a country that became a server threat to the United States. However, when Iraq needed us to help them stand against Iran, the United States was there. Regardless of how shady the relationship was with Iraq, the United States saw Iran to be more of a threat then Iraq. Prior to this the United States had removed Iraq from the State Department list of state that sponsors terrorism. The United States did all this in hope of a closer relationship with Baghdad, Iraq. This step the United States made to get closer to Baghdad is what opened the door for the United States to have access to Iraq. By November 1984, the relationship between the United States and Iraq had been at full diplomatic. Needless to say, the United States did not full trust Iraq but did not see them as a serious threat. Iraq continuously showed the United States that they could not be trust by committing various acts against the United States in a way that seemed to be unnoticeable. On March 17, 1987, the Iraqi’s seem to have accidentally hit a United States ship, mistaking it for the USS Shark, this â€Å"mistaken† identify caused the like of thirty-nine American sailors. As if that was not enough, in June 1982 the assassination of the Israel’s ambassador to the United Kingdom, Shlomo Argov, was link to Iraq. The United States, although in what seemed to be a peaceful relationship with Iraq, still believed Iraq to be a sponsor of terrorism. The United Stated did remove Iraq from the list, however it was not necessarily done because of belief that Iraq was not sponsoring terrorist but it was done in the exchanged for expulsion of Palestinian terrorist Abu Nidal. The United States did not doubt that Baghdad was sponsoring terrorist, and the United States was completely right in their thinking. In 1985, Iraq shelter terrorist that was involved in the hijacking of the Achjille Lauro cruise ship and the murder of the wheelchair-bound United States citizen Leon Klinghoffer. Also two terrorist that had planned an attack was held in Rome on their way to the United States. Yet still the United States did not see Saddam Hussein and his regime as a serious threat. Prior to Desert Shield and Desert Storm, Iraq had destroyed the Iranians in April-July 1988 and the United State quickly disengages with Iraq. The overthrow of Iran brought power to Saddam Hussein and his regime that was not there prior to the Iran-Iraq war. During the war Kuwait allow Iraq to borrow seventeen billion dollars, but instead of Saddam Hussein paying it back like Iraq agreed to, he decide to tell Kuwait to right it of because they owned Iraq for protecting them from Iran. Iraq since 1961, when the British ended it’s protectorate in Kuwait, it was then that the Iraqi government claimed Kuwait was an â€Å"integral part of Iraq† (6). If it was not for Britain, Saddam Hussein would have taken over Kuwait in July 1961, so Iraq has had the idea of controlling Kuwait for quit some time, therefore the idea of Kuwait being in debt to Iraq for protecting â€Å"Kuwait† was just a way that Saddam Hussein was using to cause Kuwait to surrender to him. The United States was ready for the invasion of Kuwait by Iraq, so ready that the military was playing war games to train for it and in the middle of training the United States started to see the Armed Forces war games play out in real life. On August 2, 1990 Iraq started to make their move to attack Kuwait. Iraq’s war plan was to kill the royal family or Kuwait, in so they attacked reclaim royal palaces and the Dasman Places. On that same day by eight o’clock that morning Iraq had completely invaded Kuwait City, however the Kuwait royal family was able to escape due to the Emiri Guard delaying actions. This invasion on Kuwait allowed Saddam Hussein to have control or five percent of the world’s production and 19.6 percent of proven global reserves (10). As a result of this attack and take over of Kuwait, Iraq was in serious challenge to the 1980 Carter Doctrine that said, â€Å"any attempt by any outside force to gain control of the Persian Gulf region will be regarded as an assault on the vital interests of the United States of America. And such an assault will be repelled by any means necessary, including military force† (10). The Kuwait attack is the reason that the relationship between Iraq and the United States went bad, clearly the relationship was unstable from the beginning, and Saddam Hussein had proven time and time again that he could not be trusted so no one wanted to trust him with so much control over the world’s oil. This invasion of Iraq on Kuwait was the start of the building of Operation Desert Shield. Operation Desert Shield officially started on August 7th 1990 when United State aircraft started to arrive in the Gulf. The mission of the United States was to go in a liberate Kuwait, and their plan in doing so was to attack the Iraqi Army along the boarders of Kuwait and Iraq. In this attack it would deliberately keep the pressure up all through the night allowing the United Stated to by time on the â€Å"Time-on-Target† (14). Operation D3esert Shield was known as D-Day, This plan where complete on August 20th, and some of the other plans were for United States aircraft making and â€Å"hard initial thrust† against the Iraqi forces for the first seven hours the invasion. Also the plans that the United States had was to provision for land-based aircraft to relocate while the aircraft carriers USS Eisenhower and Independence (14). Operation Desert Shield lasted until October allowing all the aircraft to take their places and get ready for the start of Operation Desert S torm. Operation Desert Storm began January 17th, 1991, with the same mission to go in and set Kuwait free, for their royal family was working as custodians of Islam’s holist shrines, Makkah and Medina. The first weapon that was launch in Operation Desert Storm the TLAM that came from the Red Sea headed towards Baghdad. However it was not the first to hit anything, the Hellfire missile was the first to make an impact causing a gap in the Iraqi’s surveillance radar and the boarders of Saudi Arabia. It also had many more successful hits. Operation Desert Storm lasted forty-three days before the United States. February 7th, 1991, the United States was jointed by Joint Special Operation Task Force with the British. The DIA claim that only sixty Scuds was destroyed and most appeared to be ones of commercial articulate. On the 30th of January there were a number of Jordanian trucks that was hit and destroyed. The Unite States has did not claim collateral damage until 1992(67). During Operation Desert Storm on January 30. There was major collateral damage when the United States tried to hit Tigris Bridge and by mistake hit the Iraq Central Bank. Things may look to have gone perfect but a lot of the outside, but the United States there were a lot mistakes that was made. On February 25th 1990 this was the day the ground war took place, this day is known as G-Day. The day before, February 24th, the marine forces and two Islamic corps began diversionary attacks into the Saddam Line. The XVIII Corps launched a deep thrust towards Highway eight, and by the end of the day marine and Islamic forces had breached the Saddam Line and air mobile XVIII Corps forces had established forward operating base, known to this day as FOB, Cobra more then 280 kilometers inside the Iraqi boarders. This was known an Operation Desert Saber. During the ground war there were steps taken to ensure that the possibility of fratricide would be lower. The first step was related specifically to friendly fir between ground units. In order to do this GPS equipped units had to ensure that they were correctly aligned with their unit boundaries and were not moving or shooting over those boundaries. Secondly, Coalition units sacrificed precious seconds to ensure positive identification of targets, sometimes pausing six to ten seconds to be sure it was the Iraqi’s or allowing them to get close enough to get a clear visual identifying it was the Iraqi’s(105). On February 1991, Kuwait was completely set free, and although Operation Desert Storm only last a short time, the conflict with Iraq had never can to an end. Many things went on between the United States and cease fire that take place on March 3. Saddam Hussein he was really upset with the United States for innerving with his attempt to take over Kuwait. He was upset that the United States came in a liberated Kuwait from the Iraqi’s. This rescue mission was not just about free Kuwait but it was also about, taking away the power Saddam Hussein had gained room to take over in Iraq No one wanted to see a man who had proven too many countries time and time again that he is a man that can not be trusted at all . The time after Operational Desert Storm until the Operation Iraqi Freedom, was not a peaceful journey for the United States. Because of Saddam Hussein’s angry with the United States; the United States has suffered many attacks from Iraq. After the war the United States came in control of the airspace over the boarder of Saudi Arabia. This area was continually attacked by Saddam Hussein in this area. In September 1990, United States Air Force Brig. Gen. Bustert Glosson remains in the Saudi Arabia area to take command of the Special Planning Group that had developed a new integration of Instant Thunder which is now known as Offensive Campaign-Phase One. The mission of Instant Thunder Phase One was to reduce the strength of Iraqi’s deviations and there should be no diversion of air strikes against fielded armed force. The Saddam Hussein regime, the Baathist, the one that would give the most trouble was \ after Operation Desert Storm in March 1990 went from it survival tactics to becoming a resistant regime. From July 23, 1992, the Iraqi’s began to launch air attacks and continued to increase between the months of April and August, showcasing Saddam Hussein’s freedom of action. It was during this time that the United States, Bush distraction formed the â€Å"no-fly zone† Every since both of the no-fly zone in both the north, formed April 1991 and the south, formed in August 1992, was formed Saddam Hussein main goal had been to shoot down a United States aircraft using a mix of aerial and SAM forces(131). During this time Saddam Hussein was building his forces and he began to fly his aircraft in the no-fly zone, on January 6, 1993 Present Bush gave Iraq forty-eight hours to remove there aircrafts from the no-fly zone, Iraq to back away and removed their SAM from the area. However Saddam sent unarmed men into the United Nations’ zone to recover an aircraft that was lost in Desert Storm. The HY-2 Silkworm was no longer theirs it was suppose to go to Kuwait, this breach into the zone that separated Iraq from Kuwait is was started the first war between Operation Desert Storm and Operation Iraqi Freedom. The first attack on Iraq since Operation Desert Storm was Operation Provide Comfort. One of the mistakes of Operation Provide Comfort is it was unsuccessful because the United States decided to attack anyway with out being able to visional see the target. On January 11th and 12th the weather was bad and they were unable to see but because they were running out of time, the United States attacked anyway on January 12th. Once the United States was able to see what targets was hit, they quickly learned that it was a bad mission, out of the thirty-three targets only sixteen had been hit. On August 31st, an Iraqi armored spearhead thrust northward into the Green Lines and this action cause once again another attack on Iraq, Operation Desert Strike. From this point there have been countless attacks on Iraq due to Saddam Hussein’s many attempts to destroy the United States. Saddam Hussein has attack many of the United States’ U-2’s that were guarding the no-fly zone that he continually violated. Operation Desert Thunder I, II, and IV was all organized because Iraq kept violating the no-fly zone rules. However Saddam Hussein had a stagy known as â€Å"cheat and retreat.† By this time the UN had set up inspections throughout Iraq in search of Weapons of Mass Destruction (WMD) On many occasion Saddam Hussein would deny the inspectors access to certain places then when the United States were about to take action Saddam Hussein would retreat and back down. Saddam Hussein had used the cheat and retreat tactic so much that finally the Clinton administration took action and Operation Desert Fox took place. Because of so many times that Iraq would back down once the United States had spent money to deploy troops, the United States decided to make Operation Desert Fox a surprise by not deploying any more troops in the area only using the troops that was already in theater. This Operation started on December 18-19 as a successful mission; however things did not go all well because the United States received the wrong information about the where about of Saddam Hussein and his family. The United States was told that Saddam and his family would be at one of his wife’s places, Dora, but it was empty and had been for sometime. There were many other events that lead up to Operation Iraqi Freedom, but what push the limit for the United States was the events that took place on September 11. 2001 at 0730 Baghdad time a Predator was lost while flying a reconnaissance mission, making it the second to be lost in a few weeks time the first was shoot down. Also on this day nine hours later the first plane hit the north tower of the World Trade Center. The U.S. had enough of Iraq, all the trouble they have had with Iraq, the hit of the tower, on the U.S. soil was a wake up call. So on March 21 Operation Iraqi Freedom began. After Operation Iraqi Freedom, the relationship between the U.S. and Iraq seems to be at better standing and once again with the destroying of Saddam’s regime and the capture and execution of Saddam Iraq seems to be on good terms with the United States and now seems to be working for the same goal.

Development of an IMC Plan

Development of an IMC Plan Executive summary:- This term paper mainly focus that how an IMC plan is generated in order to make the product familiar with the customer and also how to introduce the product in the market. IMC [integrated marketing communication]is a vast concept under which their comes many sub concept on whose basis the whole IMC plan stands. The various sub topics which I have consider for making IMC PLAN for washing machine are situational analysis, determine a problem or opportunity , determine the budget and develop IMC strategies . Objectives:- the objective of this term paper is as follows :- To understand the concept of IMC. To analyze to how important an IMC is for making a brand. To understand that how various message can be send to various audience. To understand how various promotional activities can come out from IMC. IMC is about integrating the customer into the company: Its not about putting widgets or services in the marketplace based on what you think customers need. Instead, it is becoming a responsive organization driven by consumer insights that knows its customers wishes, wants, needs and desires and then creating products and services to fill those needs. IMC argues you need to get to know the customer better than your competitors, and maybe even better than they know themselves. A true IMC company is closer to the customer, and would never be nervous or ashamed to have one sit in on a strategic marketing meeting—a true IMC company has the best interests of its customers in mind. INTEGRATED MARKETING COMMUNICATION Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as well call it, means integrating all the promotional tools, so that they work together in harmony. Promotion is one of the Ps in the marketing mix. Promotions has its own mix of communications tools. All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts providing they speak consistently with one voice all the time, every time. As a marketing strategy, Integrated Marketing is closely related to and inter-dependent with Integrated Marketing Communications (IMC). Indeed, many observers use the term integrated marketing when they probably mean integrated marketing communications. Whereas IMC aims to ensure consistency of message and the complementary use of media, integrated marketing is concerned with the alignment and focus of the whole organisation. Schultz and Kitchen (2000) identified four stages of IMC concluding with an integrated value-based model. According to this interpretation, as the organisation becomes more committed to achieving consistency and differentiation across all customer contact points the business management challenge moves from marketing and marketing communication to the whole organisation, requiring a cultural and systemic infrastructure for integration. This in turn calls on new practices and higher-order levels of organisation management. For example, at this point IMC and CRM are effectively merged. As I am doing the IMC plan for tooth brush it is very essential for me to view the situational analysis: My products will mainly target the kids in which I think is a very large scope for the tooth brush industry and I want to grab that opportunity. Name of the tooth brush:- SHEILD TOOTH BRUSH Brand vision: To be the catalyst of change for younger generation and to create a brand inspiring innovation and to see SHEILD in the hands of 70% of our target market after 5 years. BIG IDEA: â€Å"Brighten Up The Tooth Brushing Experience† Campaign Idea 1 : Its not a Compulsion. Its an Adventure!! Campaign Idea 2 : Watch Your Mouth. Campaign Idea 3 : Good Brushing Now Means More Teeth later. Campaign Idea 4: Rediscovering Fun! Communication Channel Strategy: Buzz or street marketing Awake TV, Print Interactive website Prompt Point-of-sale activities, Sales promotion. My focus : SHEILD, which is an unattractive toothbrush, we propose a plan to revitalize the brushing experience for kids. Target market : Aimed at children from age 5 to 10 Colgate, Oral B are the two major players advertising their messages. SHIELD is one of the local companies of Jammu and Kashmir, which is manufacturing distributing toothbrushes for kids. They are not at all considering the kids market segment as distinct and have not come up with a separate communication campaign for kids yet AIM : To generate trial, achieve 40% purchase rate and become most preferred local brand in kids segment. OBJEVTIVE: To build an image of SHEILD as adventurous and exciting, create awareness about our presence and inform about the features and benefits of SHEILD. Single idea : â€Å" Tooth brushing is not a compulsion, its an adventure†. Proposed Essence : changing the way you brush. Forever! SHEILDS SITUATION ANALYSIS Product Attribute: A toothbrush with a small head and soft bristles having rubber feet at the bottom enabling it to stand. Pricing: Rs.40 Distribution : Distributed in Jammu and Kashmir wholesalers and retailers. Promotion: We will offer trade incentives/ promotions in the form of gifts and discounts but on occasional basis. CURRENT TARGET MARKET FOR MY PRODUCT: Target market approach: Kids 5-10 years Product positioning: The product gives a better SMILE Attitudes: Mostly people are not aware of the fact that SHIELDS toothbrush range also has toothbrushes for children and those who do know dont find it appealing enough as compared to imported brands. CUSTOMERS: Due to increased level of awareness, parents care more about their childrens teeth. Previously consumer didnt have much knowledge about toothbrush functions and benefits. Consumers used to purchase toothbrushes without much information about the product. They dont have good quality perception of local products. MARKET SEGMENTATION : GEOGRAPHIC: All the cities which include both Jammu and Kashmir. DEMOGRAPHICS: Gender: Both male and female. SEC: Both low class and middle class people. Family Size: Families even with one child are enough for our target but if the family size is big, its even better because more family members means more children if not currently then may be in future. Family life cycle: The main focus is on full nest which means families having children at home. Education: Children studying in High schools to Primary school. PSYCHOGRAPHICS: Personality: Marketers endow their products with a â€Å"brand personality† that corresponds to a target consumer personality. If we look at the range of toothbrushes by SHIELD, well see that none of them has a distinct personality that could make it prominent amongst the other brands available in the market. SOWT ANALYSIS OF THE BRAND: Strength: SHIELD is a known company(Hypothesis), mostly people are aware of SHIELD toothbrush due to its distribution network by the virtue of which it is known to very body. Leader in oral and baby care segment because we have made our main thrust on the baby segment which is going for us in the long run. Diversification Strong distribution network Wide range of toothbrushes, each targeting different age groups. Price Range (ranging from Rs( 10)to Rs( 55) affordable as well as expensive. Weakness: Weak Positioning and Image. Low budgets. Lower quality as compared to MNC competitors. People mostly prefer Oral B and Colgate over Shield. Opportunities: Consumers are preferring functionally effective premium products with professional quality to meet their personal care needs. People are now more conscious about their image and appearance and prefer to use branded products. Increase in awareness of dental hygiene and its importance. Increase in population Exploring new categories like kids market Migration of people from rural to urban areas and Rural population switching from miswak, Desi toothpowder to toothpaste. Automated supply chain which we have decided to have for our shield product. Lifestyle of people is changing and they are becoming more. Awareness and Education of the people due to the increasing education standards. Hygiene conscious. Variety seekers. Threats: Local companies producing low priced products. Threat from Chinese products that are cheaper and more attractive. Threat from substitutes. Low brand loyalty and weak image. Increase in raw material price. Inflation in the country Competitors re-launching their products Competitors increasing their marketing budgets Unstable economic conditions SHIELDS CURRENT APPROACH Shields Objective: To become No.1 category toothbrush and we plan to pursue it by increasing awareness level among the customers. Their core communication message is based solely on smile, its our positioning strategy. Big idea is based on the fact that people should replace their toothbrush after every 3 months, otherwise it loses its effectively. We will follow continuous advertising pattern, the advertising mediums used are TV, radio, and print ads. Strength: product range, portfolio Tagline : â€Å"haso zara aur khil khila k† We will also use several sales promotion tactics in order to enhance the sales and ultimately the profit of our firm. Competitors: Our local competitor is EZI GRIP (Hypothetical) and we have made certain marketing strategies in order to tackle with these local brands. Chinese products are making the competition more and more tough for the other brands to survive the market. Colgate ,Oral-b are the two main competitors of my brand. ANALYSIS OF KIDS TOOTHRBRUSH MARKET TOOTHBRUSHES DEMOGRAPHICS PURCHASING POWER Sheild: Our main objective is to target the kids market. Our product is designed in a very sophisticated manner in order to save the grasp the kids market in which we think is the huge opportunity for the brush makers. Shield aimed at children from age 5 to 10 containing a very small head with soft bristles, particularly for children whose set of milk or baby teeth are still breaking. Is a high priced product. Our customers have a high purchasing power and are ready to spend money on purchasing an expensive toothbrush. Shield Junior is made for children from age 4 to 10 containing a very small head with soft bristles. The toothbrush has candy shaped figures at its end with two different colors. Low priced as compared to other competitors to maintain a certain difference between both the brushes and their target markets. Little Star shield made for children from age 5 to 10 containing a very small head with comparatively hard bristles. Little Star does not contain costly raw materials and does not have an extraordinary design therefore, it is also low priced. Chota Shield cater to the children from age 6 to 11 and the design of the toothbrush is very plain aimed at parents who dont want to spend muc h on toothbrushes. Regular toothbrush for children with an ordinary design and specially targeted to people with a low purchasing power. Little Star Shield is same as Chota Shield same as our new product FLEX JUNIOR aimed at children from age 10 to 12 as its head is a little big as compared to other toothbrushes and is made for those children whose baby teeth have been replaced by adult (permanent) teeth. Low priced according to the pricing of competitors because flexible toothbrushes are provided by all competitors. ISSUES FACED BY THE BRAND (SHIELD) Main purpose of the toothbrush is not being fulfilled (does not stand and falls down) Over Priced Low Quality Major focus is on the range and not on promoting children's toothbrushes separately Unattractive Colors Low Budget Major competition from low priced products (Chinese) in the market BRAND VISION: To be the catalyst of change for younger generation and to create a brand inspiring innovation. To see Giggles in the hands of 70% of our target market after 5 years. OBJECTIVE: To spread awareness about the importance of oral health and improve the quality of teeth of Indias Children so that they are able to live a better, happy and healthy life. ROOT STRENGTHS: Wide range of toothbrushes Local Brand The ‘Care is the core message, which has made Shield a recognized household name in Jammu and Kashmir. BENEFITS: SHIELD toothbrush is for children with a complex mixture of different sized permanent and baby teeth. It features a combination of bristles for cleaning sensitive gaps and to effectively reach and clean teeth. The handle is cartoon shaped sized to fit optimally into a childs hand for maximum comfort and control. POSITIONING: DISCRIMINATIOR: Only Shield is the first one in the local market of INDIA to emphasize only on KIDS Tooth Brushes. ESSENCE: Changing the way you brush. Forever! STRATEGY: Niche strategy By targeting the segment of consumers aged between 5-10 and charge a premium price. To be able to differentiate from other tooth brushes in the KIDS segment. AGENCY BRIEF 1. What are the JOBS TO BE DONE and resulting Marketing Objective? To get kids and their parents to understand the importance of having healthy teeth, brushing at young age and to create an association between fun, excitement and tooth brushing. MARKETING MEASURABLE OBJECTIVES: To generate trial amongst non-users by 30 % till January 2012. To achieve a 40% purchase rate amongst the target market by the end of 2010. To be the most preferred local brand in the kids market segment by the end of 2012. MARKETING COMMUNICATION OBJECTIVES: To build an image of SHIELD as adventurous and exciting among 25% of our target market. Create awareness about our presence in the kids market segment. To inform 40% of the target audience about the features and benefits of SHIELD by the end of 2010. 2. What insight drives this brief? Oral health has a major impact on children physically and psychologically. It can have an impact on growth, enjoying life, appearance, how children speak, chew, taste food and socialize, as well as their feelings of social well-being . Dental health problems affect children, which impact their performance as students, lower self-esteem, and slow down their personal development. Failure to prevent dental diseases has a large effect on school attendance. Kids take tooth brushing as a compulsion and are always forced to do it by their guardians. Children find their toothbrushes boring and prefer their favorite cartoon characters on their tooth brushes. KIDS like bright, colorful and funky toothbrushes. Today kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are vocal about what they want their parents to buy. " Pester power quot; refers to children apos;s ability to nag their parents into purchasing items they may not otherwise buy. Increasing participation of women in the workforce has prompted a shift in this role as children are increasingly the quot;buyersâ€Å" for the entire family. Even in families where women do not work, children are observed to share this role with their mothers. Children enjoy greater discretion not only in making routine consumption decisions for the family but also in pestering their parents to buy other products desired by them. CONSUMER INSIGHTS FROM OUR STUDY: There are lot of reasons why we choose that we will go for kids toothbrushes are: KIDS like bright, colourful and funky toothbrushes. Kids take tooth brushing as a compulsion and are always forced to do it by their guardians. Children find their toothbrushes boring and prefer their favorite cartoon characters on their tooth brushes. Favourite cartoons are Tom Jerry and Barbie. Majority of the mothers prefer Oral-B and Colgate. Majority of the mothers prefer imported brands of toothbrush over SHIELD, some of them do not know that SHIELD also has tooth brushes for Kids. Quality is the most important factor in purchasing a toothbrush. Dentists recommendation influence a lot when it comes to purchasing tooth brushes for kids. Parents are ready to buy a good quality tooth brush at any price. Kids spend less than 3 minutes while brushing their teeth Candies are consumed a lot by the kids. Majority of the kids eat sweets 1-2 times a day. Kids tooth brushes are replaced within 3-4 months. 3. Who is our Target Audience? PRIMARY TARGET AUDIENCE: AGE: KIDS aged between 5-10 years SEC: We will target both the sections of the society that is both financially strong as well as strong sections of the society. ATTITUDES: Have social interaction with peers of the same age group. They are not concerned about brushing their teeth and are quite careless. They love to eat lots of sweets and chocolates. LIFESTYLE: Kids that go to school, and are in the process of continuous learning. INFLUENCERS: Encouragement from parents, caregivers, teachers, adults, brothers, sisters and children themselves has a great influence on oral health. If everyone starts to encourage kids to take care of their teeth and also encourage big white smiles, children of all ages will benefit. SECONDARY TARGET AUDIENCE: Parents of the KIDS 4. What do they think do now? KIDS have comparatively less knowledge on how to keep their teeth neat and clean. Some of the children take tooth brushing as a very boring exercise and also create problems for their parents. Kids get attracted towards cartoon oriented tooth brushes. The bristles of toothbrushes do not clean the plaque properly. 5. What would we like them to think and do in response to the Communication? We would like them to think of tooth brushing as a fun experience, an experience full of adventure. In response to this, we want them to start tooth brushing twice a day for 3 minutes. We want KIDS to be the chooser of GIGGLES. We want parents to realize the importance of kids brushing their teeth at an early age. 6. What is the single most important point to communicate? â€Å"Tooth brushing is not a compulsion, its an adventure†. 7. Why should they believe it? Because SHIELD is the first one to communicate about only of KIDS toothbrush in India. SHIELD will be the first one to introduce colorful cartoon oriented toothbrushes for kids in Jammu and Kashmir. CREATIVE PLAN Our launch of SHIELD tooth brush with the cartoon character design will make the brushes appealing, colorful and more exciting for the kids. Kids will happily enjoy the brushing experience and will be encouraged to do it themselves without being forced by their parents. The soft and effective bristles of the new SHIELD Tooth brush will help children brush their teeth smoothly and they would not complain about the bristles being too hard or their teeth hurting. To communicate that SHIELD adventure of brushing will wave off the boring image of tooth brushing from the minds of the kids. To communicate that Kid should brush their teeth for 3 minutes and it is an effective way to keep their teeth healthy and clean. To communicate those Kids should take care of their teeth by keeping an eye on the intake of their food and cut down on candies, chocolates etc. To communicate that SHIELDS range of toothbrushes include tooth brushes for kids as well. CAMPAIGN IDEA 1 MESSAGE: Widen your imagination and make tooth brushing an activity full of excitement, fun and adventure that takes the kids into a fantasy world full of Disney characters dancing, playing and enjoying. TAGLINE: Its not a compulsion, its an Adventure†¦Ã¢â‚¬ ¦.!!! APPEAL: Music appeal (Rhyme) JINGLE : Brush your teeth, Give your teeth a treat. Brush up and down and all around, To keep them clean and neat! We have decided to make certain ads so as to make a positive mind set in the minds of to costumers; the ad would be like this.. TV ad A girl is sleeping at night and sees a nightmare that one of her tooth is broken and she gets hurt by using her old hard tooth brush†¦suddenly she sees that a new tooth brush (SHIELD comes in) and kicks the old tooth brush that caused the little girl pain, and tells her that SHIELD is her new gentle best friend and wont hurt her while brushing â€Å"Creating a cartoon world, where all the cartoon characters are brushing their teeth and enjoying with SHIELD†. MESSAGE: WATCH YOUR MOUTH The toughest part of the body is not your bones but your teeth. Each tooth is covered with a substance called enamel which is so strong that it can cut or crush the toughest kinds of food. There is a price to pay for this toughness: unlike bones, teeth cannot repair themselves and it pays to take care of them. Keep track of what you are eating. PRINT Ad MESSAGE: When feeding is done at naptime: The child falls asleep and the liquid becomes pooled around the teeth. This liquid provides excellent medium for the bacteria to grow and cause CARIES which is defined as Tooth Decay causing cavity through bacteria. COMMUNICATION STRATEGY MEDIA SELECTION RATIONALE COMMUNICATION STRATEGY Trigger the target to talk about the Brand, create maximum exposure and create buzz around the new innovation. Awake the target, build high awareness, change consumers Perception. Captivate the target to make a purchase, engage, interact with the consumers and strengthen associations. Prompt/induce the target and get the product in consumers hands. Buzz or street marketing TV, Print activities, Brand Activation, Interactive website Point-of-sale activities, Sales promotion TRIGGER To create BUZZ and to generate talkability, we will place an Out-of-home hoarding at SRINAGAR. The hoarding would consist of a giant sized toothbrush with the cartoon character Jerry and the brand name GIGGLES on it. Another way to gain maximum exposure and create buzz around the new innovation will be to use a MOBILE BUS, decorating it with bright bulb lights, and a picture of Giggles toothbrush along with some of the favorite cartoon icons of children. The mobile bus will roam near parks in the evening. PRINT: In Print we will go for Hindustan Times, Times of India and Greater Kashmir(local news paper of Kashmir) ,with articles highlighting important facts and information such as Good oral health is important to your overall well-being. Healthy teeth not only enable you to look feel good, they make it possible to eat speak properly. Steps that should be taken to prevent dental problems and how to keep your smile healthy and bright. What you eat†¦Ã¢â‚¬ ¦affects your teeth. Proper tooth brushing techniques. We also decided to carry on some other activities like In welcoming the school holiday and the start of new school activities, we will launch a colorful package of Shield toothbrush along with a small tube of toothpaste for milk teeth with famous characters of TOM JERRY, BARBIE etc. CELEBRATING NATIONAL SMILE MONTH OR ORAL HEALTH WEEK: Following are the activities: Dental Expert Talk Oral health educators and dental professionals who want to help the community and for schools, colleges or workplaces who want to educate their pupil or staff. Both children and adults can learn something from an expert talk and different subjects can arise ranging from the importance of fluoride in toothpaste to the systemic links between the health of the mouth and body. Class Visit to the Dentist seeing the dental practice up close and meeting friendly staff can help encourage regular dental visits. Local newspapers will be happy to take a photograph of the event that can benefit both school and dentists. Creating characters and playing a small skit in schools. Characters such as Mickey mouse the tooth brush, exhibiting decayed tooth and a neat and clean tooth that uses SHIELD TOOTHBRUSH. Apartment activities- dental hygiene. FUN BASED ACTIVITIES IN PROMOTING OUR PRODUCT Organizing Special Fun days , an ideal way to grab the attention and interest of children as well as general public and can work well in schools, dental practices, retail outlets, colleges and the community. A fun day can be a great way to create a buzz in your local area as well as to engage your target audience. People are far more likely to learn when they are having fun, – so make sure you also hand out information. Writing stories on THE TOOTH FAIRY would be held in various schools, and distributing prizes to winners. Distribute ice creams among children, and the ice cream stick should be shaped like a toothbrush having the brand name SHIELD on it. Tooth brush drawing competition among children in different schools. Take a close-up of each students mouth (smile). Have each student cut out their mouth from the picture and glue it onto a cutout of a tooth. Have them write a sentence under their smile and on the tooth that describes something they do to keep their teeth healthy. (I brush my teeth after every meal. I drink milk. I use SHIELD. I eat a healthy diet) After these are completed staple them to a Bulletin Board entitled; LOOK WHO IS SMILING!!! PROMPT: Consumers Perceive the Brand through these 5 senses†¦ Sight, Touch, Sound, Smell and Taste. Marketers can use Sight and Sound for GIGGLES. Logos Contrast Style Size Cartoon characters Slogan Music Bright and happy color combinations can be used to give a certain brand recognition in the minds of the customer. Instead of holding a toothbrush, make the whole thing a Cartoon character to make SHIELD recognizable in the market. A unique rhyme in the ad (mentioned above) with a different tune which whenever. These senses will always help in breaking through the clutter and make SHIELD prominent amongst the different competitor products. This SENSORY BRANDING will stimulate the person to buy the product. POINT- OF -SALE (HIGH PRODUCT VISIBILITY): Audio Visual Display: A display in which audiovisual technology is used to stimulate purchases Big visual display of SHIELD TOOTHBRUSH Special racks, banners, signs Distribution of pamphlets, posters, puzzles, and stories to dentists Retail boards SALES PROMOTION: Placement of drawings of SHIELD TOOTHBRUSH in newspapers ( kids section), requesting them to color the drawing and send it to the company to get a FREE SHIELD tooth brush. ( for trial generation) Free SHIELD tooth brush with SHIELD TOOTHPASTE. Sampling: Organize samplings to pharmacies and dentists to generate trial. Coupons for discounted dental check up for 6 months on purchasing SHIELD TOOTH BRUSH. Coupons for getting free bags, lunch boxes, water bottles for schools (Specialty advertising) EVALUTION OF IMC PLAN IN LEGAL REGULATRY BUSINESS: The advertisement that we are giving in the media is legal which means that it has been approved by the law. All the documents that are required are legally approved. There are no fault chances in the documents. In future there will be no problem to the customer regarding any documented work or any servicing criteria, no problem will arise. This is a step taken for the customer satisfaction, for attracting more customers and this also help in sales area. The advertisement of my product is according to the standards of ASCI (Advertising standards if council of India) the advertisement of my product is within the legal boundaries of Indian Penal Code1860 The young Person act 1956 Indian copyright Act 1957 Trade mark act 1999 Advertisement of my product is truthful and honest. All objective information, claims and comparisons should be capable of substantiation. I the advertisement there is no reference to a person, firm and institution. We have not misled consumers by implication, omission, and ambiguity. We are not abusing the trust of consumers or exploit their lack of experience or knowledge. DEVELOPED AN IMC PLAN FOR SOCIAL AND ETHICAL VALUE: There is no objection against any advertisement of our product. There is no problem against our product. Our product is socially accepted which means our product is a social product that will be accepted by the society very easily for sure. There is no negative impact on the customer or people living in the society of our product as it is legal product. Customers are easily attracted towards the product The advertisement of my Tooth brush is according to the codes of ASCI as it is not derides any race, caste, color, creed or nationality. I am sensitive towards ethnic and cultural issues. BIBLOGRAPHY: http://www.multimediamarketing.com/mkc/marketingcommunications/ http://responsiblemarketing.com/blog/tag/imc http://www.slideshare.net/nyssar/shield-imc http://www.scribd.com/doc/13395424/lovely-ads-real-Funny http://www.scribd.com http://www.slideshare.com Books: Advertising Promotions(kruti shah,alan dsouza)

Romanticism and Realism Comparison

Romanticism and Realism Comparison Romanticism and Realism are both different literary movements, but are closely related in time and history. Romanticism is best characterized as a movement of art, literature, and way of thought in the middle of the 18th century. Romanticism was sparked by the Industrial Revolution. Romanticism was in essence a protest of the Enlightenment period. Many people did not approve of the fact that scientific discoveries were being made about nature, many wanted nature to stay as a pure, and work of God, not scientific discovery. The Romanticism era tried to revolt from the Enlightenment and science by focusing time and effort on literature, music, art, natural history, and education (Romanticism). ÂÂ  As the middle 19th century approached, many were hesitant to trust this romantic train of thought. People wanted to find peace in knowing why things happened and to separate from supernatural explanations (Earle). Having an explanation in science made many feel more confident and liked t hat events could be explained scientifically, rather than an idea they could not prove. Many can tell the difference between Romanticism and Realism easiest by the plot and characterization. Throughout these literary movements, many authors made their claim to fame by writing terrific literature that fit their style of writing and the literary movement in which they were a part of. ÂÂ   An important author that contributed great work in the era of Romanticism was William Wordsworth. Wordsworth was born in 1770, in what many would call the scenic area of England. William Wordsworth was the second of five children of the John and Ann Wordsworth. Although he produced many famous pieces of poetry, he is most famous for his poem I wonder lonely as a cloud. I wonder lonely as a cloud is a poem of a of society that is moving from the claim liking of nature and imagination towards the harms of reality and away from Gods creation. This poem by Wordsworth is very much characterized as a Romanticism piece of writing. The entire poem is based around love, guilt, and sin. Romanticism literature has more of a psychological feel, appeals more to the inside of someone. The setting and facts of the story is not as important as what the characters or in many cases the given metaphor are going through. Although, the Puritan society background really aids in the full understand of why Wordsworth is going through the digression of the natural world, the main point of the poem is to demonstrate the natural side of the everyday world and the movement or change in society. For example, in the poem I wonder lonely as a cloud William depicts A poet could not but be gay, in such a jocund company: I gazedand gazedbut little thought what wealth the show to me had brought (Wordsworth). This confirms this poem as a piece of romanticism literature not just because of the time period, but the scheme. The poem is talking about the gifts that God had given us in terms of imagination and more importantly the natural world. The main point of this story is change, making it a part of the romantic scheme of poetry, clearly fitting the era in which it was written. Another famous writer in the Romanticism period was Edgar Allan Poe. Poe is greatly known for his rather dark works. Poe was born in 1809 and died in 1849, amidst this romantic time frame. He was a critic and literary mastermind, practically inventing the mystery type genre (Poes Life). ÂÂ  Most of his poetry and other writing pieces are dark, almost demented, with a rather negative connotation. His most famous poetry that takes on a romantic feel is The Raven. The Raven is dark poem depicting a man who has mourning about his lover. A raven visits a man while he is debating himself, to forgive or forget his dead lover. This is considered a romanticism piece of work since he shows his romantic and sensitive side toward he lost love. He clearly explains his thoughts of his love and how it is effecting him emotionally, And the silken sad uncertain rustling of each purple curtain/ Thrilled me filled me with fantastic terrors never felt before; /So that now, to still the beating of my heart (Poe). This really portrays the romanticism of this poem because he talks about his mourning and how he is still sad and lonely without his love. He goes on to explain he is still living, but feels like he is not without her with him. This is surprising to think that Poe had a part in the romanticism era despite his dark work before, yet this time period was so significant to authors and artists that he was still influenced by it. Although the Romanticism era had a great effect on arts all around the world, with the turn of the 19th century, realism was the craze to write to and about. One of the most famous realism authors in American literature was Mark Twain. Although most of his work was in the 19th century, his lasting realism works have been enjoyed since then. He was born in Florida and as he grew up, became a printmakers apprentice. As he was immersed into the world of words, he became a reporter and soon began writing of his own imagination (Biography). His most famous works include The Adventures of Huckleberry Finn and The Adventures of Tom Sawyer. Twain is represented through the realism era because he did not write about magic, mystical, and such a focus on love, he focused on depicting life in a realistic manner. For example, in The Adventures of Huckleberry Finn, he explains a story in which a young boy is neglected and abused by his father. Realism was all about the historical time frame and re ference, and writing about events and situations that actually happened in real life. Huck explains his life and when his father gets drunk, Then the old man got to cussing and cussed everything and everybody he could think of, and then cussed them all over again to make sure he hadnt skipped any (Twain). ÂÂ  This quote perfectly shows that The Adventures of Huckleberry Finn had showed and explained many real life events and things that were happening in society, making it a great impact in the Realism era. Next to Mark Twain, Emily Dickinson was one of the other most significant contributors to Realism literature. Emily was born in 1830 in Massachusetts to her proud parents. She was very bright at a very young age, but was restricted by her strict religion (Pettinger). Although Emily was influenced by the Romanticism era of nature, she was influenced by her harsh realities of life and society, which is best described as realism. For example, her famous poem Because I could not stop for Death explains the harsh reality of dying, but her calm take on it. Dickinsons explanation that death is a part of life and we should not fear it is greatly characterized by realism, since real life comes with death. Her serine thoughts on death are summed up in the first 2 lines of her poem, Because I could not stop for Death-/He kindly stopped for me-/ (Dickinson). This clearly can be considered realism since it deals with such a real issue, something that goes on in life and society every day. Overall, the Romanticism and Realism era has produced some of the greatest works of art, music, literature, and theories. As you inspect both eras, you can easily see how they play off each other. Romanticism was the product of resisting the Enlightenment and taking a stance for the arts. Hawthorne and Poe greatly demonstrate their romanticism attitude by writing about the psychological effects of a person; love, mourning, and guilt. Romanticism is the use of the heart and internal struggles of individuals and how they are relating to each other and nature. As time and science advanced, many took the path of realism, literature they could relate to and explaining society. Twain and Dickinson take Realism to a whole new level, by explaining thoroughly society problems and real life events that everyone deals with. Both eras have extreme importance in literary movements and have showed the transition of history has an influence on the arts.