Individual Reflective Report Essay Example | Topics and Well Written Essays - 1500 words - 1

Individual Reflective Report - Essay Example They came to this conclusion after one of the group members stated how the government imposes heavy excise duty on imported products. Members discussed conclusively and found out that the cost manufacturing these top cards is low due to availability of raw materials. Some of the members had the idea that, it was cheaper to import the top up cards but majority of the members rejected this idea arguing that it was time consuming. Recent statistics shows that the number of Chinese playing these online games has increased drastically. Chinese online games have improved the economy due to taxes imposed on such games. This company decided to sell these cards at a reasonable price to the Chinese players simply because internet-banking services in china are expensive (Jensen, 2012 p.12-37). The group also drafted the strategies on how to raise capital in order to venture in this business. Some argued that the business plan would help in getting loans either from the government or from non-go vernmental organizations. Although many ideas came up, no body discussed the negative impacts of this company to the society. This company will influence the local residents to play this games. This might bring negative impact to the local residents who do not have an idea on how to play these games. Process of Idea Initiation The teamwork in the business plan researched on several mechanisms that need review and thorough understanding of their behaviors. A group of the members took the responsibility of attending various seminars in the corporate world. Others decided to start reading journals and other relevant materials on how to make this company market its cards without problems. After thorough market research, the team realized that some of the ideas gathered are invalid and have no place in the corporate world of business. A section of the group lead by a renowned researcher deduced that internet and personal interviews gave immediate and timely response. Another collection o f experts gave their recommendations that customers should get informed information so that they can make informed choices. Generally, the whole idea rose at large and further steps taken to ensure that the best ideas take the day. Chinese internet games are becoming part of lifestyle in many parts of the country. This group business plan came up with financial estimates on how to make this happen. It is important to note that the team saw it important to present this in terms of a business plan so that sense in the whole idea can reveal itself. This balance sheet gives the real estimates on the utilization of resources. . All this ideas appears in a well compiled in book, which has a table of contents giving direction on how to go about it. This book has references, which are up to date depending on the research (Green, 2010, p.110-126). It has also given guidelines on how several ideas will come into effect with time and the impact it will have in the entire market. A business pla n that has some references act as a tool to monitor the activities and progress of the business. In my own understanding, a business plan can help this company to raise funds for its expansion hence serving many customers. This business plan will also help the company make future decisions comparing what is happening at the present. The business plan can act as a future reference to review the positive

Organ Donation- How recipients are chosen and should donors be Research Paper

Organ Donation- How recipients are chosen and should donors be compensated - Research Paper Example Australia is a nation where most of the organs transplantations are carried out successfully (Benedetti, 21). â€Å"People of all ages and background can be used for the process of organ donation. If a person is under 18, then the parent or the guardian must give permission in order to become the donor. If an individual is 18 or older, then the person should be the donor by signing the donor card† (Petechuk, 67). The entire procedures that delegates organs to recipients, who entail them is formulated in a way, so that it is as fair and just as possible without any preferences or biases. The delegation of organs is guided along by protocols, which are mostly formed by the transplantation societies existing in countries. In particular, different groups manage the waiting lists depending on the organ, and the geographical area where the organ recipient resides. When an organ other than kidney is used for transplantation, then it is generally offered to transplant units in that pa rticular state and if there is no appropriate recipient, then the organ is offered to transplant units in another state and geographical jurisdiction, to promote parity (Humar, 31).

Lesser Sac Cystic Lymphangioma: Gastric Outlet Obstruction

Lesser Sac Cystic Lymphangioma: Gastric Outlet Obstruction Cystic Lymhangioma of the Lesser Sac in adult presenting with features of Gastric Outlet Obstruction A Case Report S Suresh Kumar Sri Aurobindo Prasad Das Vikram Kate Running title: Lesser sac cystic lymphangioma causing gastric outlet obstruction Key Words: Abdominal cystic Lymphangioma; Omental Bursa; Outlet Obstruction Article type: Case Report Section (speciality): Surgery- Gastrointestinal Surgery Abstract: Non- Structured (Case Report) ABSTRACT: Background: Cystic lymphangioma is a paediatric benign tumour, occurs commonly in head and neck region. Adult Intraabdominal lymphangiomas are uncommon and only few cases of lesser sac cystic lymphangioma are reported in the literature. Case presentation: We present a case of lesser sac cystic lymphangioma in a 26 year old lady who presented with features of gastric outlet obstruction. Clinical examination of the abdomen revealed 10 x 10 cm firm, non tender, mobile intraabdominal lump in the epigastrium. An upper gastrointestinal endoscopy showed possible external compression at the boy of the stomach. Ultrasound of abdomen demonstrated a multicystic lesion measuring 10.2 X 8 cm, with internal echoes in one locule. Contrast enhanced computed tomography of the abdomen showed a large multiloculated cystic lesion with hyper-dense content in the lesser sac extending up to the left lobe of the liver and indenting the stomach, lesser sac, and upper border of pancreas. On surgical exploration, a 10X8 cm multi cystic lesion with clear fluid was found in the lesser sac very close to the lesser curvature of stomach. The descending branches of left gastric which were found coursing through the cyst were ligated and the cyst was excised in Toto. Histopathological examination of the excised lesion showed features of cystic lymphangioma showing dilated lymphatic vessels with fibro-fatty tissue ingrained in the endothelial lining. Conclusion: Though intraabdominal cystic lymphangiomas are very rare, it should be considered in all atypical cases of gastric outlet obstruction. A reasonable knowledge about these benign lesions will aid in establishing the diagnosis and surgical management. Key Words: Abdominal cystic Lymphangioma; Omental Bursa; Outlet Obstruction Background Lymphagiomas are benign lesions generally occur as a result of lymphatic system malformation and infrequently reported after trauma. 90% of the cases are seen within the first two years of life and symptomatic presentation in adults is very rare. [1] Cystic lymphagiomas commonly involves neck and axilla but can occur anywhere in the body. Though Intraabdominal lymphangioma accounts for Case presentation A 26-year old lady presented to surgical outpatient department with complaints of early satiety, vomiting few hours after food intake and vague fullness of upper abdomen. She also had features of dyspepsia for the past one year. She had developed pain and had a feeling of a mobile lump in the upper abdomen for the past one month. There was no pancreatitis episode before. General physical examination was unremarkable. Clinical examination of the abdomen revealed 10 x 10 cm lump in the epigastrium which was firm in consistency. The lump was non tender, freely mobile and intra-abdominal. Investigations The haemogram and biochemical profiles were within normal limits. An upper gastrointestinal endoscopy was done which showed normal mucosa of stomach with possible external compression at the boy of the stomach. Ultrasound of abdomen was suggestive of a multicystic lesion measuring 10 X 8 cm, with internal echoes in one locule, present superior to pancreas adjacent to the left lobe of the liver. Rest of abdomen was unremarkable. Contrast enhanced computed tomography of the abdomen showed a large multiloculated cystic lesion measuring 10.2 X 8 cm with hyper dense content in some loculi in the lesser sac extending up to the left lobe of the liver and indenting the stomach, lesser sac, and upper border of pancreas with a few branches of left gastric vessels coursing through it. (Figure: 1) Correlating the clinical, USG and CECT abdomen findings a diagnosis of possible lymphangioma was made and the patient was planned for exploratory laparotomy as the symptoms were persisting. Surgical management On surgical exploration, a 10X8 cm multi cystic lesion with clear fluid was found in the lesser sac very close to the lesser curvature of stomach. (Figure: 2) The descending branches of left gastric which were found coursing through the cyst were ligated and the cyst was excised in Toto. (Figure: 3) A drain was placed in lesser sac and abdomen was closed in layers. Outcome and follow- up Postoperative course was uneventful. The drain was removed on the 3nd postoperative day and the patient was discharged on seventh post operative day. Histopathological examination of the excised lesion showed features of cystic lymphangioma showing dilated lymphatic vessels with fibro-fatty tissue ingrained in the endothelial lining. (Figure: 4) Patient was followed up at one month, six months, one year and two year after surgery. On each visit, clinical examination and USG was done which showed no evidence of recurrence. The lady is presently on regular follow up for past 2 years with no evidence recurrence till date. Discussion Intra-abdominal cystic lymphangiomas are uncommon benign tumours that can involve the mesentery, omentum, colon, spleen, pelvis, groin, and retroperitoneum [5, 6]. We had a case of cystic lymphangioma in the lesser sac which is very rare. Cystic lymphangiomas are considered to originate from malformed or malpositioned lymphatic tissue. Factors such as abdominal trauma, inflammatory process, lymphatic obstruction due to radiation therapy or surgery may lead to secondary formation of such tumors. Our patient did not have any of the mentioned inciting factors; the cause was probably congenital which had manifested late in life. Commonly known to present in childhood, lymphagiomas sometimes remain asymptomatic until late adulthood, and are discovered during evaluation of vague and chronic nonspecific symptoms like anorexia, nausea, vomiting, fatigue, and weight loss, which are secondary to mass effect [4]. This was seen in our patient who had early satiety and vomiting after food intake probably due to mass effect and had a vague feeling of mass in the abdomen. Other ways of presentation such as acute abdomen, mimicking acute appendicitis has also been reported [3]. Contrast CT done in our patient revealed multicystic lesion measuring 10.2 X 8 cm, present superior to pancreas, in the lesser sac adjacent to the left lobe of the liver. Cystic lymphangioma usually presents as a large multilocular cystic mass with enhanced walls with multiple thin septa containing uncomplicated fluid on abdominal ultrasonography and contrast enhanced computerized tomography which is very often diagnostic [7]. The differential diagnosis includes cystic lesions of, enteric urogenital or mesothelial origin. Pancreatic pseudocysts from trauma, dermoid cysts or teratomas and cystic degeneration of solid tumours are also to be considered before making this rare diagnosis. Management of intra-abdominal cystic tumours depends on the clinical symptoms, size of the cyst, and the degree of clinical suspicion for malignancy. Imaging usually provides useful information for the planning of treatment. Complete removal of the tumour offers an excellent prognosis and laparoscopic removal of lymphangioma also shown feasible in few reports. We therefore decided to perform a laparotomy and complete excision of the cyst was done. On the other hand, recurrence has been reported in 10% of patients in whom primary resection was incomplete.[9] If the feeding lymphatics are not completely ligated, chylous ascites may also occur. Conclusion: Though intra-abdominal cystic lymphangiomas are very rare, it should be considered in cases of gastric or biliary obstruction where the cause could not be recognized clearly. Reasonable knowledge about these benign lesions will aid in establishing the diagnosis during such instances. Complete surgical excision offers the best chance for cure and should be attempted in all the cases to avoid recurrence. Consent Written informed consent was obtained from the patient for publication of this Case report and any accompanying images. A copy of the written consent is available for review by the Editor of this journal. Competing interests disclosures The authors have no potential or real conflict of interests The authors have no financial support or ties to disclose The authors have no financial or non financial competing interests to declare Authors contributions Suresh Kumar S, Das S A and Kate V diagnosed and managed the case. Suresh Kumar S, Das S A did the literature search. Suresh Kumar S and Das S A collected the images. Suresh Kumar S and Kate V drafted the manuscript. All authors read and approved the final manuscript. References Hanagiri T, Baba M, Shimabukuro T, Hashimoto M, Takemoto H, Inoue A, Sugitani A, Shirakusa T. Lymphangioma in the small intestine: Report of a case and review of the Japanese literature. Surgery Today 1992; 22: 363-367 Roisman I, Manny J, Fields S, Shiloni E. Intra-abdominal lymphangioma. Br J Surg 1989; 76: 485-489 Benjamin HL Tan, Teegan Lim. Cystic lymphangioma of the lesser sac presenting as acute appendicitis: A case report. Cases J. 2008; 1: 147. Massoud Baghai-Wadji, Azadeh JalalKamali, ToorajReza Mirshekari. Cystic lymphangioma of the lesser sac. Can J Surg. 2006; 49: 292. Fernandez Hurtado I, Bregant J, Mulet Ferragut JF, et al. abdominal cystic lymphangioma. Cir Pediatr. 1998 ; 11: 171-3 Chuang-Wei Chen, Sheng-Der Hsu, Chien-Hua Lin, Ming-Fang Cheng, Jyh-Cherng Yu Cystic lymphangioma of the jejunal mesentery in an adult: A case report. World J Gastroenterol 2005; 11: 5084-5086 Angela D. Levy, Vito Cantisani, Markku Miettinen. Abdominal Lymphangiomas: Imaging Features with Pathologic Correlation. AJR 2004; 182: 1485-1491 8. Kenney B, Smith B, Bensoussan AL. Laparoscopic excision of a cystic lymphangioma. J Laparoendosc Surg. 1996; 6: S99-101. 9. Steyaert H, Guitard J, Moscovici J, Juricic M, Vaysse P, Juskiewenski S: Abdominal cystic lymphangioma in children: benign lesions that can have a proliferative course. J Pediatr Surg 1996, 31:677-680. 1

Carl Jung and The Great Gatsby Essay -- Great Gatsby Essays

Carl Jung and The Great Gatsby    The Great Gatsby, F. Scott Fitzgerald's classic story about the shallow aristocracy of the 1920's American society, is the topic of much interpretation. This paper presents the proposition that the "Roaring Twenties" were years dominated by an SP (part of Carl Jung's archetypal psychology that will later be explained in more depth) society and the characters in The Great Gatsby reflect and were deeply affected by this fact. Daisy will be analyzed herein, as well as the effect that an SP society had on her actions and development.      Ã‚   The human psyche has been the basis of study for millennia. Dating back to Hippocrates around 370 BC, the earliest belief was that people are fundamentally predisposed at birth, that their psyches are programmed. The idea continued to manifest in mainstream sciences up until about the 19th century AD. There arose, in the early 20th century, the notion that people are born without predisposition, and are molded by their environment from the time of infancy. John Watson, and early American behaviorist, proposed that he could shape a child into any form he wanted, provided that he had control of the child from infancy. Similarly to the notion of psychological malleability was the belief that people are driven by a single basic motive. Sigmund Freud claimed that we are all driven from within by instinctual lust. There were also the existentialist psychologists, such as Carl Rogers and Abraham Maslow, who had people seeking self-actualization. Finally, in 1920, Swiss physician Ca rl Jung disagreed. In Psychological Types he wrote that "people have a multitude of instincts, what he called 'archetypes', that drive them from within, and that one instinct is no mo... ... II: Temperament, Character, Intelligence. 2.  Ã‚  Ã‚  Ã‚  Ã‚   Keirsey, David. Please Understand Me II: Temperament, Character, Intelligence. 3.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.paulsann.com/thelawlessdecade/20_s.html> 4.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.paulsann.com/thelawlessdecade/20_s.html> 5.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.homework-online.com/tgg/quotes.asp> 6.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.homework-online.com/tgg/quotes.asp> 7.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.homework-online.com/tgg/quotes.asp>       Works Cited Fitzgerald, F. Scott. The Great Gatsby. New York: Charles Scribner's Sons, 1925. Keirsey, David. Please Understand Me II: Temperament, Character, Intelligence. Moniaci, Jonathon. "The Great Gatsby" < http://www.homework-online.com/tgg/index.asp> Sann, Paul. "The Lawless Decade"   < http://www.paulsann.com/thelawlessdecade/20_s.html>    Carl Jung and The Great Gatsby Essay -- Great Gatsby Essays Carl Jung and The Great Gatsby    The Great Gatsby, F. Scott Fitzgerald's classic story about the shallow aristocracy of the 1920's American society, is the topic of much interpretation. This paper presents the proposition that the "Roaring Twenties" were years dominated by an SP (part of Carl Jung's archetypal psychology that will later be explained in more depth) society and the characters in The Great Gatsby reflect and were deeply affected by this fact. Daisy will be analyzed herein, as well as the effect that an SP society had on her actions and development.      Ã‚   The human psyche has been the basis of study for millennia. Dating back to Hippocrates around 370 BC, the earliest belief was that people are fundamentally predisposed at birth, that their psyches are programmed. The idea continued to manifest in mainstream sciences up until about the 19th century AD. There arose, in the early 20th century, the notion that people are born without predisposition, and are molded by their environment from the time of infancy. John Watson, and early American behaviorist, proposed that he could shape a child into any form he wanted, provided that he had control of the child from infancy. Similarly to the notion of psychological malleability was the belief that people are driven by a single basic motive. Sigmund Freud claimed that we are all driven from within by instinctual lust. There were also the existentialist psychologists, such as Carl Rogers and Abraham Maslow, who had people seeking self-actualization. Finally, in 1920, Swiss physician Ca rl Jung disagreed. In Psychological Types he wrote that "people have a multitude of instincts, what he called 'archetypes', that drive them from within, and that one instinct is no mo... ... II: Temperament, Character, Intelligence. 2.  Ã‚  Ã‚  Ã‚  Ã‚   Keirsey, David. Please Understand Me II: Temperament, Character, Intelligence. 3.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.paulsann.com/thelawlessdecade/20_s.html> 4.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.paulsann.com/thelawlessdecade/20_s.html> 5.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.homework-online.com/tgg/quotes.asp> 6.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.homework-online.com/tgg/quotes.asp> 7.  Ã‚  Ã‚  Ã‚  Ã‚   < http://www.homework-online.com/tgg/quotes.asp>       Works Cited Fitzgerald, F. Scott. The Great Gatsby. New York: Charles Scribner's Sons, 1925. Keirsey, David. Please Understand Me II: Temperament, Character, Intelligence. Moniaci, Jonathon. "The Great Gatsby" < http://www.homework-online.com/tgg/index.asp> Sann, Paul. "The Lawless Decade"   < http://www.paulsann.com/thelawlessdecade/20_s.html>   

Mississippi Burning Essay

Burning is a movie about racial hate and bigotry. How has the director Alan Parker presented the genre through the use of Camera, Music and other techniques? Racial hate has been one of the biggest issues in society over the past 100 years. Film has traditionally been considered a very effective medium in presenting a message about this. Mississippi Burning is a heart wrenching film based on racial hate and bigotry. Alan Parker is the director of the film and has incorporated many techniques such as, camera angles and lighting, costume and language and sound. All of these techniques are to suit particular scenes in the film and or to highlight certain attributes. Alan Parker provides a theme and or message with in his film, and his techniques used without help to provide the message and or theme he wishes to portray. Camera Angles and Lighting are highly influenced in the film as they help symbolise certain objects and highlight hidden meanings. SCENE displays this as once the FBI men have had the fright of their life they spot something outside, to then see it is a burning cross. At this point the cross is burning bright and the environment around is dull, almost not there. This is highlighting the fact that at this point of time the police are winning and their ways are brighter and better then there’s. This proves that the police believe that treating black people like dogs is okay. Throughout the film there are dramatic camera angles, the best one that highlights the whole movie is the opening scene, where we are looking directly at a white mans’ drinking fountain and a black mans’ drinking fountain, the differences in the fountains show that black men have no rights and white men have too many. Alan Parker uses language and costume to highlight certain characters and their actions. Language being a strong point throughout the film, Alan highlights the fact that the police for example are pig headed by the way they speak. They have a lot of slag and a lot of attitude. Alan highlights the fact that the black people have a voice as when they do speak, they are polite and confident. The way the characters all dress reflects them too, as Alan tries to portray a message that the black people cannot afford not only nice clothes but a better life, that the white men can afford to dress nice but cannot afford a nice attitude. Sound is used to help maintain a scene, to help make it more dramatic, to make you more excited, to prove a point or make you sadder. Sound helps portray messages in such a way that words cant. Mississippi Burning without fail reaches to enhance these points as the film carries out many strong ‘sound’ points. SCENE when the three civil right men are found, the funeral is withheld and a black woman with a strong voice take the scene as she evokes the point that the two white boys were not allowed to be buried near the black boy and not only she, but the whole black culture has had enough of being treated like dirt. This scene shows a rise up, a community of black people standing together for the last time as dirt and rising up together as strong-willed people. Mississippi Burning uses a wide range of techniques to provoke messages being hidden throughout the film. Racial hate and bigotry are constantly highlighted behind mixed messages and a hidden meaning as Alan Parker allows a viewer to withhold their own opinion on not just the film, but racism itself.

Principles of Advertising Study Guide

* Advertising Business – Either using an agency or have your own advertising department/advertise on your own. Government – is a regulatory body, create laws to regulate advertising, things you can advertise and things you cant advertise Cigarete Comercials on TV Lobby – Corp trying to lobby gov. to change for the good, two forces, that think gov, is a positive thing and thinks its good for them to regulate everything and keep things in order. others who think the gov. needs to be smaller, and that they should not have as much control. Society – the culture that your brought up in, tradition, morals and values of the people.Business Finance – the amount of money involved in advertising to promote your product. Marketing – Finding a need that the people want, and filling that need. Advertising – Non personal (to everyone whose watching, not just to one person), Always paid for, communication of info about the companies product, service or idea through the various medias (Television, Radio, Magazines, Internet) Public Relations – figuring out what the people want. Publicity – exactly like advertising but free Personal Selling – what you selling is relatively expensive, and exclusive. Trade shows – where companies get to meet perspective corp. uyers, they can buy a lot of stuff on behalf of their company. Promotions – any inducement or excitement to get you excited about the companies product. (giving out free t-shirts) Operations – whatever the company does Types of markets advertising goes after Consumer Market – things you might see on tv or hear on the radio Business/Profesional Market Government – Trying to sell things to the government, and Profesional – advertising for accounting software, and things that your generally not going to read for pleasure, but there going to be ways to improve your business.Bar Magazines, no one is going to buy the stu ff in that magazine, but owners of restraunts are going to buy it. Business – trying to get your beer on the first shelf, and dealing with the grocery store , or liquor store Integrated Marketing system – Customers hear from a various amount of different markets. (Flagler College business Cards) The consistency so everyone knows what a companies about, and what their image, logo, and slogan is.All state – Have their lil slogan on anything they hand out, â€Å"The Good Hands People†, and have their logo on most things, and have their color that they always use, so it will last in peoples memories and they associate everything their company with it. Art to creating proper advertising to get their message out properly. Theres going to be a persona (Spokesperson), a Medium (Getting the message out with a catchy phrase or something) , and the way people will receive it. Spokesperson – Someone that speaks on behalf of a company. hey can be a person (like William Shatner for priceline) but they can also be a persona (like Ronald Mc’Donald), pretty much any person that’s getting the companies message out. They should be catchy, and will use catchy phrases (subway foot-long song, or I want my Baby Back Ribs) You need that artistic eye, certain color combos can make all the difference and mean completely different things. A lot of times they will advertise things as being bigger, and sounding better than they are. A lot of companies will take out some of the product, Bags of potato chips, making a beer only 11. 5 ounces rather than 12. out of 5 dentist recommend it ( that’s not a lot of dentist out of the millions that exist) Price Economic Argument – Argument that competition Exclusive Distributions – you need to buy the right to sell a certain product in that area. Advertising perpetuating stereotypes – advertising can sometimes bring out stereotypes for certain people. They have women in the kitchen in commercials, and men always doing the work. Ad agencies need to regulate themselves, they actually meet every year to figure out what they can do, and what they can’t do. FTC – Federal trade commission deal with any company that does trade with more than one state.If there is not trading involved in more than one state than it is generally just regulated by the states capital The FTC will tell people to not air something, and make sure that nothing offensive is on the air. If you don’t sign the consent to agree then you have make another commercial correcting your mistake, and putting out a new ad with the correction on your expense. (corrective advertising) Puffery – is exaggeration, and that is something you can do. * self actualization – becoming the top , ceo, of a company, you’ve proven to the world that your at the top, and are very successful. Generally these people will buy the expensive cars, boats, jets, watches, and ec t. * Assumption Factor – Never assume you know what your target is, or what they want. * Task Utility – product or service that does something for you, makes doing a task easier. * Premade food * Form utility – when a manufacturer puts together hundreds of pieces that you would not want to do. * A computer being built for you, a chair, ect. * Time Utility – product or service available when you want it. * Can’t buy a Harley Davidson right away, going to be at least a few months to get one. * Where utility – the product is available where you want.This includes being delivered to your house. * â€Å"Perception is the reality† – if you perceive a product to be better, than it is. * * Ch. 1 Advertising Today Advertising lets customer aware of a product, comprehend what its used for, and see how it is different from its competition. Info will help create a conviction, that this product is better. It will then give the customer a de sire to buy from this retailer, and help them take the action to buy a product. Integrated Marketing Communications (IMC) – when consumers receive consistent and positive messages about a brand.Marketing Communications – Tools that companies and organizations use to initate and maintain contact with their customer, clients, and prospects. Advertising – is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media. A type of communication, structured, and composed Directed to groups of people, not individuals so its nonpersonal Most is paid for by sponsors Public service messages – carried at no charge because of their nonprofit status. Product – encompasses goods, services, and ideas.Medium – the channel of communication advertising reaches us through. Word of mouth (WOM) – when you tell somebody how much you like a product. Becoming more popular thanks to twitter and facebook. Mass Media – the traditional way of advertising. Addressable media – direct mail. Interactive media – the internet Nontradional media – shopping carts, blimps, and dvds. * Two types of dimensions in advertising * Communication dimension – how advertising is actually a form of structured, literary communication. Marketing dimension – explains the important role advertising plays in business.Economic dimension – shows how and why advertising evolved as it did. Social and ethical dimension – considers the impact of advertising on consumers, businesses and society. * Source Dimension Sponsor – the company advertising a product or idea, legally responsible for the communication and has a message to communicate to actual consumers. Author – the sponsors ad agency, a creative team at an ad agency. Persona – real or imaginary spokesperson who lends so me voice or tone to the ad. * Message dimension Autobiographical – tell a story about myself to you the imaginary audience.Narrative messages – a third-person persona tells a story about others to an imagined audience. Drama message – the characters act out events directly in front on an imagined epmpathetic audience. * Reciever Dimensions Implied consumers – Adressed by the ad’s persona, imagined by the ad’s creators to be the ideal consumers who accept uncritically the arguments made by the ad. Sponsorial consumer- the gatekeepers who decide if the ad will run or not, group of decision makers at the sponsors organization. Actual Consumer – people in the real world who make up the ad’s target audience.They will actually get to see and hear the ad . * Feedback – completes the cycle, verifying that the message was received. * Every business has three broad functional division – Operations, Finance, and Marketing. * Marketing – the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that atisfy the perceived needs, wants, and objectives of individuals and organizations. Consumer advertising – most advertising falls under this category. Retail advertising – advertising sponsored by retail stores and businesses. PSA (Public Service Announcements) –Industrial / Business Markets Business to business – rarely seen by the actually consumer, because they will generally specialize in one department. Kitchen Magazines for restraunts. Trade Advertising – Wholesalers, retailers, and dealers. Generally a product is sold to these companies so they can get rid of a mass quanity at one time. Professional advertising – advertising aimed at teachers, accountants, doctors, engineers, ect. Used to convince professionals to recommend or prescribe a specific product or service, to b uy brands of equipment and supplies for use in their work, or to use the product personally.Agricultural advertising – to promote products and services used in agriculture to farmers and other employed in agribusiness. Price strategies – Image advertising – creates a perception of a company or a personality for a brand, is rarely explicit about price. Almost never mention price, but always say how cool it is to have their product. Sale advertising – used most often by retailers, dealers, and shops to call attention to a recent drop in the price of a brand or service. Place : Global, international, national, regional, and local.Promotion Personal selling – face to face interaction or telemarketing. Usually high priced items like cars or real estate. Product advertising – service and goods Nonproduct advertising – sells ideas Noncommercial advertising – seeks donations, volunteers, or changes in consumer behavior. Awareness adver tising – wants to create an image for a product and position it competitively with the goal of getting readers or viewrers more aware of their product. Action advertising (Direct-response) – toll free number for immediate information.Sales promotion – coupons, free samples, contests, or rebates on the purchase price. Public Relations – Collateral materials – brocures, catalogs, posters, sales kits, instruction booklet, ect. Art Director – responsible for visuals Creative Director – responsible for all creative departments Typically comes from the copy side * Graphic designer – works on the visuals * Rainmaker – acountive executive, they pitch what advertising agency can do * Copy-writer – responsible for the slogan, and words * Resignance – you get what the ad is trying to get through, or say to you. Relevant – good ads should all be relevant, has some type of reason. * What good advertising should d o : Inform – where is product, how much does it cost, what is it, Persuasion – should give you reasons to try product or service Reminding – have to continue to let you know that they are still there. Objective statement – what ad is trying to accomplish, are you solving a problem, something that makes life easier Supportive Statement – what can you put in there to support what you are saying Getting a spokesperson, athlete to go in there to back up the product.Primary demand – demand for the entire product class Selective demand – demand for a particular brand. Abundance principle – states that in an economy that produces more goods and services than can be consumed, advertising serves two important purposes. Keeps consumers informed of their alternatives (Complete information) It allows companies to compete more effectively for consumer dollars (Self-Interest) * Why people are against advertising Short term manipulative argum ents – saying advertising is deceptive or manipulative.Puffery – exaggerated, subjective claims that can’t be proven true or false, such as â€Å"the best†, or â€Å"the only way to fly†. Non-product facts – aimed not at the product but the consumer, and does not really give any information about the actual product. Such as â€Å"Pepsi. The choice of a new generation†. Social or enviormental impact of advertising – long-term macro arguments. Manipulates us into buying things we don’t need. Replacing our citizen democracy with a selfish consumer democracy.Only 17 percent of consumers view advertising as a source of information to help them decide what to buy. Too much advertising. * Ethical – means doing what is morally right in a given situation. * Social responsibility – doing what society views as the best for the welfare of people in general or for a specific community of people. * CARU (Childrens Advert ising Review Unit – promotes responsible children’s advertising and to respond to public concerns, self regulatory guidelines for childrens advertising. * Fair information practice principlesNotice – requires website to clearly post its privacy policy Choice – consumers level of control over being profiled and how their information is used Access – ability for consumer to access information collected about them and make amendments to it. Security – requires advitisers to protect the data they have colleceted Enforcement – requires all industry members subject themselves to third party monitoring by independent company. FTC – major regulator of advertising for products sold in interstate commerce.Substantiation – supporting data and scientific studies to their products purpose Endorsements – the person promoting the product can’t be misleading, he has to actually use that product himself. Affirmative disclos ure – gives health warnings Remedies for unfair advertising Consent decree – document the advertiser signs agreeing to stop the objectionable advertising Cease and desist order – when consent decree wont be signed ftc may prohibit further use of the ad. Corrective decree – explains how their ad was wrong before and corrects the misleading mistake.FCC – responsible for protecting the public interest and encouraging competition. Four distinct groups in advertising Advertisers – companies that sponsor advertising for themselves and their products. Advertising agencies – helps the advertisers plan, create, and prepare ad campaigns and other promotional materials. Suppliers – assist both advertisers and agencies in preparing advertising materials. Media – sell time and space to carry the advertisers message to the target audience.Local advertising – targeting customers in their geographic area. Sometimes called retail advertising because retail stores account for so much of it. Dealers or local franchisees of national companies. Stores sell a variety of items. (grocery, department stores, convience) Speciality businesses and services (Banks, restaurants) Governmental, and nonprofit organizations. Product advertising – promotes a specific product or service Regular price-line advertising – informs consumers about services or merchandise offered at regular prices.Accounting firms might use regualar price-line Sales advertising – placing items on sale and offering deals Clearance advertising – making room for a new product line getting rid of the old stuff at a low price Institutional advertising – create a favorable long-term perception of the business as a whole, not just of a particular product or service. â€Å"Im loving campagn†. More of an idea Classified advertising – locate and recruit new empoyees, offer services, sell or lease merchandise.In tegrated marketing communications – (IMC) joining together in a consistent manner everything that communicates with customers. Co-op advertising – build the manufacturers brand image and to help its distributors, dealers, or retailers make more sales. Newspapers – want to advertise in newspaper because a lot of people, different sections for different types of ads, and can also be local. Disadvantage – poor production, no high quality animation and mostly black and white. Ad is normally short termed, because new paper comes out everyday.