How Far Do the Sources Suggest That James I’s Extravagance?

How far do the sources suggest that it was James I’s extravagant giving was the cause of his financial problems? On the face of it the sources seem to disagree on this issue. Sources ten and twelve seem to show that James’ extravagant giving was the cause of his financial problems however source eleven seems to show that it was not James’ extravagant giving that caused his financial problems.In source ten, ‘Matthew Hutton’ states that, â€Å"His Majesty’s subjects hear and fear that King James’ heroical and excellent nature is too inclined to giving† and that this will soon ‘exhaust the treasury of his kingdom’, thus implying that James’s extravagant nature was and will be the cause of his financial problems. This is further backed up by source twelve as it states that James ‘is very generous with his gifts’ and that ‘gifts to the scots are causing an incurable leak from the cistern, this is demonstrating how James’ extravagance is causing him financial trouble.Whereas on the face of it source eleven seems to disagree with the other two sources as it demonstrates how it was not James’ extravagance that was causing him financial trouble. In this source it states that payments to the king, for example taxes are not paid or collected and also ‘The Earl of Dorset’ goes on to say that the fact James I has a family is another reason for his financial trouble.Furthermore as this this is a letter from the ‘Lord Treasurer’ to ‘The Chancellor of the Exchequer’ this is the most reliable source about whether it was James’ extravagance that was causing him financial problems as between them they are the people who look after and maintain the treasury. However it can be argued that all three sources agree to a large extent that it was not James’ extravagant personality that caused his financial problems.Firstly in so urce twelve it does not specifically say that he is ‘extravagant’ also at the time it was written, 1604, James the I was not actually in debt and so this is not a very reliable source to find out whether James’ extravagance caused him financial problems. Source twelve can also back up the point that it was not James’ extravagant giving that caused him financial difficulty as it states that, â€Å"Parliament could replenish the treasury of his Majesty’ Treasury.This implies that it was parliament who caused James’ financial troubles as they did not give him the funds needed to suffice all of his needs, and so in order to negotiate with others he had to resort to giving as he was not given the money needed to create an army. Also, in source twelve the person who wrote the letter was not a part of the government and so this means that he would not have been that close to James to be able to judge whether he was an extravagant giver or not.This is backed up further by his statement, â€Å"I understand from common talk† thus implying that these are just rumours and so they are not a reliable source of information for the listener, in this case John More, and as the information was not reliable that makes the source not reliable. Furthermore, as source ten was written a few years before the rest it was not that reliable and this was further proved by the fact that it is written before the time that James ends up in debt.Therefore the sources, when taken together, show that it was not James I’s extravagant giving that caused his financial difficulties, but that there were a lot of contributing factors stated in source eleven which is the most reliable source and should therefore have the most weight put onto it. This is because the source is between the two leading members who are looking after James I’s money.And sources ten and twelve are not that reliable so they do have so much weight put onto them th us backing up further that it was not James’ extravagant personality as on the face of it that was they suggest but. But when the sources are looked at collectively they show that it was not James’ extravagant giving that caused him financial trouble. Brendon Head Word Count (686 words)

Mba 1st Sem, Principle and Practice of Management

IIBM Institute of business Management Semester – 1 Principle and Practice of management Answer Sheet Section ‘A’ – Part One: 1. A plan is a trap laid to capture the FUTURE. 2. STAFFING is the function of employing suitable person for the enterprise. 3. DEPARTMENTATION means â€Å" group of activities & employees into department†. 4. ACCEPTANCE THEORY states that authority is the power that is accepted by others. 5. DECENTRALIZATION means dispersal of decision-making power to the lower level of the organization. 6.MASTER CHART is the basic document of the organizational structure. 7. Communication which flow from the superior to subordinates with the help of scalar chain is known as DOWNWARD COMMUNICATION . 8. Needs for belongingness, friendship, love, affection, attention & social acceptance are SOCIAL NEEDS. 9. A management function which ensure â€Å"jobs to be filled with the right people, with the right knowledge, skills & attitude i s STAFFING DEFINED. 10. COUNSELING is a process that enables a person to sort out issues and reach to a decision affecting their life. Part Two: 1). The difference between management & administration are that:-Administration is the function in industry concerned with the determination of the corporate policy, the co-ordination of finance, production and distribution whereas Management is the function concerned with the execution of policy within the limits setup by administration. Thus, administration is formulation of policies and is a determinative function while management is execution of policies and is an executive function. Administration involves the overall setting of major objectives determination of  Ã‚  policies, identifying of general purposes laying down broad programmes etc. hile management is the active direction of human efforts with a view to getting this done. 2). The common drawbacks of the classical and the neo classical theories of management are listed be low:- i) Both the theories had certain unrealistic assumptions and hence were not applicable to the organisation at a later date. ii) Both the theories had limited application, the formats and structures of organisations are not universal in both the theories. There is no particular structure which may serve the purpose of all the organisations.They also overlook some of the environmental constraints which managers cannot ignore and this lapse makes the practicability of the theory limited. iii) Lack of Unified Approach: The theories lack the unified approach of an organisation. 3). Line Organisation is the oldest form of an organisation. This is known by different means, i. e. , military, vertical, scalar and departmental. All other types of organisation structure have mostly been modifications of the line organisation. The concept of the line organisation holds that in any organisation derived from a scalar process, there must be a single head who commands it.Although an executive can delegate authority, he has ultimate responsibility for results. According to some writer â€Å"Line structure consists of the direct vertical relationship which connect the positions and tasks of each level with those above and below it, and some others say â€Å"organisationally, the line is the chain of command that extends from the board of directors through the various delegations and re-delegations of authority and responsibility to the point where the primary activities of the enterprise are performed. 4).Acceptance theory is a theory which states that authority is the power that is accepted by others. Formal authority is reduced to nominal authority if it is not accepted by the subordinates. The subordinates accept the authority if the advantages to be derived by its acceptance exceed the disadvantages resulting from its refusal. The subordinates give obedience to the mangers because they visualise the following advantages- i) Receipt of financial incentives. ii) Contr ibution in attaining the objectives of the enterprise. iii) Fulfilment of responsibilities. v) Appreciation from colleagues. v) Setting of an example for others. vi) Responsibility to leadership of superior. vii) Moral obligation because of regard for old age, experience, competence, etc. According to acceptance theory, authority flows from bottom to top. A manager has authority if he gets obedience from the subordinates. Subordinates obey the managers because of the fear of losing financial rewards. This theory emphasises sanctions that a manager can use and overlooks the influence of social institutions like trade unions. Section ‘B’- Case let – 1Q1) Critically analyse Mr. Vincent’s reasoning. Ans: Mr. Vincent was a good and successful manager but he followed the traditional type of management skills, and that is why he was not unsuccessful. But when he was taught of many other ways of managements he started to think that he should only know it for the t est because he was confident thinking that whatever he knows is enough as he was successful, but he was wrong because with other skills applications he could have not only been successful but could also grow his organisation and take it to the top of his competitors.He could make an increase in the profit of his organisation and save the wastes as much as possible. Being an manager he should have always been innovative in his ideas of management but he was going the other way, even though his professor was teaching him new thought he was busy thinking that he will stick to his old way of planning, organising and controlling approach to manage his store. Q2) If you were the professor and you knew what was going through Vincent’s mind, what would you say to Vincent?Ans: If I was the professor and knew what was going through Vincent’s mind then I would have explained him the concept again but this time the other way giving him his own example and then make him feel the la cking part of his successful management career making him feel that his thought were also correct put old enough and needed to be updated according to the needs of the environment today.I would have told him that with modernization he should become innovative too and that not only planning, organising and controlling are steps of successful management but it could also be thought of as quantitative models, system theory and analysis, and even something called contingency relationship, so that he could implement many other theories and methods in his process of managing his job, so that he should not only be successful but Also that his organisation should grow and give good competition to the other organisations around him and so that he could make good and proper use of his available resources.Case Let – 2 Q1). Diagnose the problem and enumerate the reason for the failure of D’Cuhna? Ans: D’Cuhna was a good professional executive but being good and equal someti mes might go against one’s self only.The problem with D’Cuhna was that he was going to quickly in his work and not giving others time to catch up, everyone knew that he was selected because of his experience, background and abilities but he should also understand that he was the part of an organisation which was new and not even fully trained for the work so how could they work at his speed and expectations, the problem with D’Cuhna was that he being an old executive should know that in an organisation there human beings and that they are emotional in nature so he should not treat everyone i. . male and female staffs in the same manner, he had no right to scold someone on account of others pending work, because it was his duty to see that if someone is on sick leave he should replace that position temporarily, but D’Cuhna did not do so and went on to scold the female staff. When he was cross answered by the female staff for the first time then only he sho uld have understood her emotional nature and talked to the higher authority for suggestions. Q2). What could D’Cuhna have done to avoid the situation in which he found himself?Ans: If at the very beginning only D’Cuhna had looked into the matter as why the female clerk was submitting nil returns and after knowing it if he would have filled the vacant officer’s place with a temporary staff then the matter would not have been raised higher, later when the lady clerk was cross answering him then instead of firing her and scolding her if D’Cuhna had gone and spoken to the higher authorities regarding the matter then planned and taken any step to solve the problem and then taken any strict action then also D’Cuhna could have found himself out of this trouble.Even after all this had happened if D’Cuhna had apologised to the lady staff and then explained her politely then also some chances were there for him to get out of this trouble which he had created for himself, as ladies are very emotional in nature and like politeness. But after all what had been done and finally the only option for him to get out of all this was to quit as he did. Section ‘C’ – Q1) What is training? Explain the different method of training?Ans : Training is the act of increasing the knowledge and skills of an employee for doing a particular job, traditionally training had focused on technical and mechanical skills. Training has to focus also on interpersonal and social skills, on listening, on control over body language, on communication and presentation skills, etc. The different method of training is as follows:- i) Case Method: This method can be said to be midway between â€Å"learn by doing† and â€Å"learn by listening. In this method the trainees get a descriptive record in the form of a case. The participants, have chance to see themselves as one or another person in the case ii) Incident Process: Unlike the case m ethod the incident is also a brief statement of an event or a situation. Additional data is event or a situation. Additional data is made available in response to specific questions from the participants. iii) Lecture Method: This is a very popular method. The lecture is actively involved while the participants are largely passive. v) Business games: In business games, the participants may form into groups of three or four, each groups would be given data about plant capacities, material costs, availability of materials, cost of carrying inventories, etc. and based on the fact provided to the participants they have to make decisions simulating situations which arise in business organisation form time to time. v) Role Playing: In this method different participants are given details and fact of a character about its past and are told to act like it. Q2) Explain Decision–Making Process of an organization?Ans: Decision-making: Management process involves decision making at all le vels. Decision-making describes the process by which a course of action is selected as the way to deal with a specific problem. If there is only one alternative, the question of decision making does not arise. The quality of alternatives which a manger selects determines the organization’s performance, and the future of the organization. The decision making process of an organization are listed below:- * Setting objectives: Rational decision-making involves a concrete goal of objectives.So the first step in decision-making is to know one’s objectives. * Perception of the problem: Perception involves defining and recognising the problem in a clear-cut manner. * Analysing the problem: After defining the problem, the next step in decision-making is analysing it. The problem should be thoroughly analysed to find out adequate background information and data relating to the situation. * Developing alternative solutions: After analysing a problem, with the help of relevant in formation, the decision-maker should formulate several alternative solutions for the problem. Screening the alternatives: After developing various alternatives, the next stepshould be to judge and evaluate them through some decision criteria. * Selecting the best solution: After evaluation of various alternatives, the nextstep is the selection of the best solution. * Implementing the decision: After taking the final decision the next problem isto put decision into effect. * Feedback and Control: The last step in the process of a right decision is to follow up the decision.

Inclusion Research Paper Example | Topics and Well Written Essays - 1750 words

Inclusion - Research Paper Example s and above all this style is more likely to give a higher individual success rate as par its teaching style, students learn more. This is the most recent approach that fully facilitates the idea of providing both disabled and regular students same platform and equality. The only problem with this approach is that it requires a whole new level of struggle by the teachers and the educational programs to fulfill both contradicting issues at hand; maintaining the standard of education provided and on the other hand eliminating the concept of discrimination and providing equality. (Inclusive Teaching Strategies n.p.) Mainstream style of teaching basically is designed to match the globally competitive level of education by providing higher standards of education. The benefit of this approach is that it acts as a facilitator of inclusive education as it is a sign of raised education standards by providing and fulfilling the needs of each and every student even those with learning disabilit ies. This would raise the standard of education as the educational system would be called a â€Å"responsive† system. On the other hand there is also a negative impact of this approach as it also negates inclusion of disabled students. By providing both regular and disabled students with same standard of education, this policy would lower the overall learning of the class, hence the overall progression by the students will decrease as a regular student would have learned and progressed more, if had studied in a regular school, creating a discrepancy between what he has learned and what he needs to learn and was capable of it but could not. (Florian, pg 7-20) Integration is an approach where the opportunities for the participation of a disabled child within an educational system has increased but to a lesser extent than inclusive approach where both regular and disabled students are considered equal. In integration approach there are still ways to include them. (Advocacy for I nclusion n.p.) In the past integration was practiced by â€Å"acceptance of children with disabilities†, but still differentiating the two. There were programs which were integrated, activities like trips, along with educational programs which were not fully integrated. The benefit of this approach was fulfilling maximum needs of each type on same platform but on the other hand there was still a feeling of discrimination amongst the disabled. Research shows that diverse learners involve students with cognitive, language, speech communication, social and emotional, difficulties, physical, learning and sensory disabilities, developmentally delayed students, those with autism spectrum and those who struggle to acquire reading, writing and math skills. There are few schools which show little resistance in their environment for the learning of these students. Such schools require strong management staff and administration to diminish such resistance. We can see that this issue is considered as an important agenda and that government along with

Alzheimer's Disease Research Paper Example | Topics and Well Written Essays - 2000 words

Alzheimer's Disease - Research Paper Example Alzheimer is mostly seen in individuals who are above the age of forty five and it principally develops into dementia in its latter stages. It is characterized by loss of cognitive abilities which occurs due to the loss of normal brain functions. In the latter stages of Alzheimer Disease the sufferer becomes totally disoriented and shows memory loss such that he is not able to recognize his very close family members. (Evans et al, 1989; Gao et al, 1999). The primary feature of Alzheimer Disease is the atrophy of the cortex. But in some cases it is seen that neuritic processes may accumulate, abnormalities in cerebral nucleus may occur or amyloid angiopathy may be seen. It is seen that Alzhemier Disease does not show any symptoms early at age but after a person reaches 50 the symptoms become obvious. As an individual ages the chances of the disease increase even more often reaching to a level of 40% in individuals who are in their eighties ((Evans et al, 1989; Gao et al, 1999; Strauss et al 1999 ). Studies on the disease have shown that cortical atrophy is the major cause of the disease. The cerebral sulci become more prominent in the temporal, frontal and parietal lobes. To cover up for this atrophy usually the ventricle in the brain enlarges. Microscopic studies have shown that neuritic plaques and neurofibrillary tangles accumulate along with amyloid angiopathy. Neuritic plaques are spherical neuritic processes which surround the central amyloid core in Alzheimer. Neurofibrillary tangles are a group of filaments which are found in the cytoplasm of the neurons that usually surround the nucleus. Amyloid angiopathy is a sign of Alzhemier Disease bu t it can also be found in other diseases. It is believed that Alzheimer later progresses to dementia in individuals because of loss of choline accetyltransferase, synaptophysin immunoreactivity and loss of synaptic transmission. It is believed that Alzheimer is primarily caused by a protein known as AÃŽ ². AÃŽ ² is

Article review Essay Example | Topics and Well Written Essays - 500 words

Article review - Essay Example Apparently, however, words are what have constantly maintained the remarkable philosophies of conservatives and liberals alike, not their translation into real action. On restating the position of Prof. Tony Judt, T. Sowell observes that agreement with ‘leaving individuals the maximum space with which to live and flourish as desired’ is in keeping with the common idealistic knowledge about liberalism. Originally, the latter pertains to the principle of signifying the right to freedom and equality and most liberals advocate views that are key concepts to facilitate understanding of liberal democracy, constitutionalism, human rights, and fair elections among the relevant fundamental ideas, Justice O.W. Holmes, nonetheless, occurs to have vividly expressed contradiction according to the prevailing truth that natural perception or instinct cannot deny as it takes place. For him, things must be thought of, not words, as if to imply that liberals ought to cease dwelling in the tradition of intellectual endeavor which rather maintains beliefs within abstract realms yet lacks the capacity to exhibit such complex thinking through an actualized form.

Role of Theory in Human Resource Management Strategy Analysis Essay

Role of Theory in Human Resource Management Strategy Analysis - Essay Example The researcher states that the dynamic world is changing quickly. Thus, human resource management (as a part of organisation) needs to be prepared to deal with the impacts of the dynamic world. To formulate HR strategy, there is need to understand the consequence of globalisation, employee diversity, changing talent necessities, corporate rationalizing, total quality management, reengineering, the dependent personnel, regionalized work places, and employee participation. Developing and applying a comprehensive strategy is needed to remain competitive in this dynamic environment. A human resource strategy can help to strengthen the employee base of any organisation. Theory is a methodical combination of interdependent thoughts and philosophies which provides an outline about an important base of knowledge. Only scattered data is not helpful for analysing the human resource strategy, the observer must have knowledge regarding theory that can explain the relationship between variables. In the deepest form, theory can be regarded as a set of rules, a particle cabinet in which truths with respect to human resource strategy can be gathered. Management theory had evolved through the World War II and had been studied comprehensively later on. The industrial revolution had generated high demand of mass production, product specialisation and thus organisations started to look towards the employees as critical resources. There is need for strategic planning for managing the human resources for high productivity. ... There is need for strategic planning for managing the human resources for high productivity (Olum, 2004). The role of theory is vital for analysing the human resources. Theories are essential facts, and it elucidates the correlation among variables, usually independent and dependent variables. Theory has the capability to anticipate future difficulties which may occur in the organisation. In contrast to theory, techniques are the method of performing jobs. The techniques replicate the theories and these are the means of assisting managers to commence activities most efficiently. In the area of human resource management strategy, the role of theory is to deliver an understanding of organising significant and relevant management knowledge. For example, in devising strategy for effective culture in organisation, there are several theories which are interconnected and have an analytical worth for managers. The importance of theory in analysis of human resource management strategy can be gauged from the following: Theory can provide criteria about what is appropriate for employees in any organisation In human resource strategy, theory can enable to communicate effectively and therefore change into more difficult association Theory can help to learn about the fundamental concept of developing strategy and thus make easy to analyze them (Olum, 2004) Theories assist in understanding the dynamic nature of contemporary organizational environments. The HR strategy is made on the basis of theories. Human resource strategy is all about how an organisation can manage their human capital. This provides a basis for formulating strategy and developing packages for analysis. The human resource strategy is the

Barriers to participation in adult learning Essay

Barriers to participation in adult learning - Essay Example In acting on this need, the adult learner will find that there are obstacles to going back to school, some of which will be anticipated, but others which will create a surprising result. While real life obstacles of a financial variety, including childcare issues and spousal resistance may come into conflict with ambitions, the unexpected feeling of being aged out and inappropriate to the social setting may have more impact than expected. The following study is intended to critically evaluate the literature in order to assess the problems that adult learners will face when going back to school. Through secondary research review, the project will provide contest for the nature of the phenomenon of the adult learner, thus creating a discourse on the identity issues that will result from the choice to go back to school after an absence in between which life has taken place. 1.1 Background The barriers that exist to adult learning can be defined by a great number of categories, through a spects of social classifications, medical classifications, and through aspects of cognitive development as it affects age. Issues of class, race, gender and disability can contribute to problems that might arise as those issues in combination with generational gaps can create issues that many students will not have to address. The number of ways in which an adult learner will be affected in a classroom setting can equal the number of ways in which the adult learner diverts from the socialization of the common, age specific learner in a university setting. According to Podsen (2002: 18) there are four specific areas that will affect an adult learner: Adults are self-directing and desire to be in charge of their learning, including the content time and effort. Adults’ prior life experiences play a key role in their learning activities, and they rely on these experiences as a resource from which they can learn new things. Adults have distinctive learning styles, with their routi nes and strategies for processing information already established. Adults pass through various developmental stages, and this impacts the types and methods of learning in which they will engage. However, these advantages have their disadvantaged counterparts, creating barriers that are designed through the social status of an adult over a young adult who is still within the framework of the support of a family. As an adult learner, the support system that is in place for most young adults will more than likely not be relevant to the adutl learner with more years of life experience. While learning will be easier under many course objectives, financial pressures, home life stressors, lack of parental support, and child care necessities will complicate the process. With a developed life experience ‘portfolio’ lying underneath the experiences of an adult, the pressures that can distract for the efforts towards achievement provide a different framed experience in a learning institution than that of a young adult learner. Additionally, the social structure of a learning institution is constructed to support the socialization of young adults, thus leaving older students out of an important aspect of university life. Therefore, the pressures on an adult learner are far different than those of a young adult learner, creating a diverted atmosphere than the one that has been created by the university. 1.2 Research Questions The following research questions have been used to frame the discussion of adult learners in a

Application Development and Technology Tools Research Proposal

Application Development and Technology Tools - Research Proposal Example Analysis of the systems - the project team will set criteria for a new application, we would define a set of common questions that will be asked of all partners with respective answers we're looking for that applies to our environment. This will help solidify what parents will move onto the next round. The project team will start researching partners for the application, in this round we are looking to narrow down the first selection of partners with the initial phone interview. We will narrow down the vendor selection to four, it is our intention to set up demos with the remaining partners with respective stakeholders and project sponsors. When this is been completed we will recommend the appropriate phone application. Phase 2: Planning and Development- the project team will start setting up interviews and surveys with various stakeholders for a detailed analysis of current business processes. We'll take the current business process and translate that into a workable document for development team and mobile phone application partners. The document will be a roadmap for the app. We will create a series of flowcharts that relates to all the business processes in each of the stakeholders. This documentation will be used in phase 3 of the implementation of the mobile app. The project management team will coordinate with the infrastructure team to create a common database that is used by all stakeholders so that all information is available. Phase 3: Implementation-the project team will define showstoppers for project rollbacks. Criteria will be put in place to address what a showstopper is. This will be helpful if there is a need to roll the project back to phase 2. The project management team will define the first pilot group, when defining this we need to make sure that all users in the pilot group are fully aware of the anticipated start date. We will also let the pilot group know about the test procedures that will be implemented in phase 4. However, before the implementation is rolled out to the pilot group the developers will be tasked in phase 4 to do the initial testing.

History and Political Science Essay Example | Topics and Well Written Essays - 1000 words - 3

History and Political Science - Essay Example The reason generally refers to a human being’s capacity to utilize the strengths of logic and deduction to make judgments in relation to information and knowledge on a subject or matter of significance. Etymologically, the Greek word â€Å"logos† means reason. It is also one of the guiding principles of philosophy. A fundamental attribute of the reason is clarity and it is so because vague judgments or instincts are not considered reason, reason has to sound, precise and logical. The ideas of democracy and reason are relatively intertwined such that neither one can possibly function properly without the other. Both democracy and reason are based on the foundations of freedom of thought and speech which allows every individual to exercise their right to thinking freely without restriction and then presenting these thoughts in the form of reasonable discussion formed by logic and objective understanding of any matter of importance. â€Å"..no system of government can or should be imposed upon one nation by any other.† (Obama, Barack, 2009). If a nation or a country is not liberated in the sense that there is alien oppression or control, it goes without saying that even the minds and perception consisting of reason are clogged as well. In a true democracy, the mob which comprises of the majority formulates all the rules, ethics, morals and regulations on the basis of reason and logical rationale. The reason is a human’s tool of understanding and ju dgment. It is the method of identifying entities through one's senses. We use our minds to identify what we have observed by gathering more perceptual information until we can understand what we see. Reason is the element of a human that allows it to understand how exactly to gather information, and which information to gather. This gathering of information leads to a process whereby we utilize the power of reason to mix up and combine the information in a more organized and efficient way; this organized form of information is converted into knowledge. The new found knowledge is processed with body of knowledge that a human already has, in order to gain a better understanding of it. This cycle results in the form of well reasoned judgments and opinions. The idea of democracy suggests that if the common man that makes up the majority of a nation is empowered and allowed to make up the government that controls the nation, usually through a representative party or group, then that comm on man must also have the powers of reason and logic to form the wisest of judgments and opinions so as to allow for the best and most practical set of rules, regulation, laws, morals and ethics to form. The inclusion of reason in laying the foundations of democratic ideas is essential so that there is minimal conflict. It is impossible for democracy and reason to survive on their own; they are like lungs and a human, neither one is useful without the presence of the other. In the same way, if democracy chose to survive alone it would not be able be able to do so because the principles and the ideas of democracy lay their emphasis on the objectivity of reason. Reason can also not in itself survive, in

Jack the Rippers identity Essay Example for Free

Jack the Rippers identity Essay INTRODUCTION In August 1888 a killer who became known as Jack the Ripper committed the first of a series of murders. To this day the identity of the killer remains a mystery. Five women were brutally killed in the East End of London, by a maniac who appeared to kill without warning and with no remorse. Why was the Ripper able to get away with his murders? Why were the police powerless to stop him? These are some of the questions that still puzzle Ripperologists who search for Jack the Rippers identity till this day, looking in old archives and books. ASSESSMENT OBJECTIVES Research and gain knowledge on: The development of the police forces in Britain in the nineteenth century. Law and order in London in the late nineteenth century. Whitechapel in the nineteenth century. With this knowledge you should be able to answer the following questions: 1. Describe law and order in London in the late nineteenth century. (15 Marks) 2. Why did the Whitechapel murders attract so much attention in 1888 (15 Marks) 3. Why were police unable to catch Jack the Ripper? (20 Marks) QUESTIONS QUESTION 1 DESCRIBE LAW AND ORDER IN LONDON IN THE NINETEENTH CENTRY. (15 Marks) Law and order in London in the late nineteenth century was at a developing level, with new acts introduced this century, the way law and order was dealt with changed as the century was coming to an end. During the early and mid nineteenth century, watchmen patrolled the streets of London and special constables- this was ineffective as the number of civilians living in London outnumbered those watchmen and constables to a great level. However, the introduction of the new Metropolitan Police Force in 1829 was set up to change the situation. The new police force put in place by Robert Peel, was first constructed of 3200 men, 17 divisions, 4 inspectors and 144 constables. As with any major introduction of something, there were many early problems for the police force. However, as the years past on, the Metropolitan Police force gained more experience, and was able to deal more effectively with defections of law and order. To gain the peoples popularity, the Police Force carefully chose the uniform for its constables. The force was given a blue uniform, with a tailcoat and a helmet, which replaced the tall hat in 1870. The blue colour of the uniform was chosen because Londoners disliked seeing the redcoats of the army, as this was associated with violence. Blue was the colour of the navy, which was given hero status because of their contribution to the British war effort. This, I believe was a good first step for the Met as it made the people appreciate and favour them. During the 1880s, the training of new police officers was unsatisfactory, much of the training was on the job and constables could often start their duty the following day. Ill training meant some police officers were inexperienced and couldnt deal efficiently with crime. This led to many incidents as the police disobeyed instructions. Ill policing also led to the serious incident named Bloody Sunday on the 13th November 1887. Above all, towards the end of the century, the police were seen as discriminating against Londoners of the lower classes and favouring people in the middle and upper class- this damaged their reputation. Detective work was also improved as the nineteenth century progressed. At first, there were only two inspectors and six sergeants. It was feared that detectives would sympathize and become too lenient with criminals and as a result of this- become corrupt. The late nineteenth century bought radical changes to detective work. In 1869, the National Criminal Record was set up and dealt with infamous criminals, thereby reducing the number of crimes. The Detective Department in London was revised in the late nineteenth century- this led to the creation of a Criminal Investigations Department (CID) in 1877. In a space of 5 years, the number of detectives increased by 78, as did the number of arrests made. Increasing the number of detectives alone was not enough, as this didnt increase the efficiency of their work. The detectives had to change the methods which they used in the early and mid nineteenth century in dealing with disreputable crimes. The detective methods did however change in 1879 in dealing with murder cases. Now, the body of a victim was not removed from its murder site, or anything else to do with it. These changes in the detective department showed that law and order was being enforced more efficiently and more criminals were being put to justice than before. Another aspect that increased the competence of detective work in the late nineteenth century was the introduction of forensics, finger printing and the Alphonse Bertillon method of identification. With these methods, detectives were able to examine primary or secondary sources got to with a murderer or victim in order to gather up evidence and find out who the murderer is. This was an important change because murderers could be identified not only by an obvious clue lying in the murder site- this consequently meant that murderers became more intimidated and frightened to carry out a killing. Overall, the development of the police force in London in the late nineteenth century can be described as improving but unsatisfactory. I believe that the improvements made to restore law and order was still insufficient. With the population of London at that time being 5,255,069- I think having only 1383 police officers on duty was ineffective. Regular patrols could not stop a determined criminal. The police force would need to increase its size by many times so as to provide resistance and intimidate criminals. Being in its infant years, I think only time will solve this matter; because as time passes, there will be improvements in technology, the police will gain more experience and improve their methods of dealing with crime. With the Jack the Ripper murders round the corner, a crime like this will be enough to show the police force what they are lacking, how they are lacking and what things need to be taken into consideration. QUESTION 2 WHY DID THE WHITECHAPEL MURDERS ATTRACT SO MUCH ATTENTION IN 1888? (15 Marks) In the space of two months or so, the residents of Whitechapel were horrified at the five murders that occurred in their area by a somewhat unremorseful sexual serial murderer that was unknown and could not be found. The mysterious murderer, who came to name himself Jack the Ripper became the focus of the press and media in late 1888, and attracted so much attention as he committed his rather graphic killings to prostitutes who lived on a day-to-day basis. In each of the five murders that the Ripper carried out; he brutally mutilated the prostitutes, taking out what ever organs out of their bodies using his debatable anatomical skill. In my opinion, I believe the Ripper did possess anatomical/surgical skill, as he was able to take out certain organs like the kidneys out of his victims bodies without causing meaningless cuts. He also used a long bladed knife similar to those used by surgeons while carrying out amputations. The Ripper used this skill while mutilating the bodies of Annie Chapman who had her small intestines withdrawn of her abdomen. Mary Kelly also had her internal organs removed because the Ripper had a lot of time to commit the mutilations as he was alone in a room and could have his privacy; away from public sight. I believe it was because of this reason- the ghastly mutilations on the prostitutes- that attracted the most attention to the people and police force as it showed what a determined murderer was capable of doing. Another aspect of the Jack the Ripper case that attracted so much attention in 1888 was Jack the Ripper himself. People were eager to know who the Ripper was, his identity, his background, and simply; why he targeted prostitutes and slashed, sliced and severed them the way he did. The letters that he sent to the police caused people and the police themselves to grow even more suspicious about the Ripper. For example, the Dear Boss letter made people think that he was American. He portrayed himself as a psychopath through this letter; informing the police of what he will do in the future, I shant quit ripping them till I do get buckled. All these queries were supposed to be answered by the Metropolitan Police Force; however, they werent able to catch the Ripper. This is the reason why the world press degraded them. British newspaper business were eager to sell more and more newspapers these days as the Education Act 1870 made it compulsory for everyone to attend school, meaning that now most of the British population was literate. The Fleet Street newspapers competed by writing articles, that more likely were incorrect and unreliable. However, the only thing that mattered to the newspapers at the time was selling, and as the British population was enthusiastic about the murders carried out by Jack the Ripper, they published incorrect material. This shows how much attention Jack the Ripper attracted, as to keep him in the minds of the British population, the very source that everyone depended on telling the truth, told a lie! The world press also played a big role in attracting attention to the murders. They deeply investigated the murders and at times produced false information and rumours that made the populace even more fearful and intimidated to stroll through the alleys of Whitechapel at night. Offering rewards was a tactic that the police used later on, which it previously thought was insufficient to collect evidence about Jack the Ripper and his whereabouts. By this, many people were attracted to the case and produced false evidence solely to get a reward in the end. This afterwards proved to be totally unsatisfactory as the police found the investigation harder as many people brought forward different and inconclusive information with regard to the identity of the Ripper. The double murders that took place in the night of the 30th of September 1888 also caused people to grow fearful and attentive in the East End of London. The first victim of the double murders was Elizabeth Stride who was found to have several cuts in the neck and windpipe. It was supposed that the horse and cart of Louis Diemschutz who worked near to the scene of the murder disturbed the Ripper. Because of this, the Ripper went and murdered a fourth prostitute named Catherine Eddowes less than half a mile away. What was peculiar about the Eddowes murder was not only that she had her intestines, left kidney and womb removed; but that written in chalk above the dead womans apron were the words: The Juwes are The men That Will not be Blamed For nothing. This could have been a genuine clue for the MPF as to who the Ripper was; as they could have seen whether the handwriting of this matched the handwriting of the letters he sent to the police. But before they could do so, Sir Charles Warren, Commissioner of the MPF ordered the writing to be removed immediately to prevent any anti-Semitic tension. Another reason why Jack the Ripper attracted so much attention, was because of the tension between political parties. A serial killer was out in the streets of London, killing innocent women, and sitting in Parliament were politicians who looked to be doing nothing about this. As a result of the Jack the Ripper murders, the poverty stricken area of Whitechapel was well known, and so was the poverty that the residents suffered. Opposition parties in the Government saw this as an opportunity, to attack the Government, in saying that the poverty that they (the government) had not solved was to blame for these murders. If there were no poverty in Whitechapel, then single women would not have had to result to prostitution, and Jack the Ripper would have had no prostitutes to murder. Jack the Ripper attracted so much attention, that even the politicians in Parliament were talking about his actions. In conclusion, I think that it was the way in which the prostitutes were brutally butchered, and the perplexity that the Metropolitan Police Force faced with dealing with the murders; are what engrossed so much attention in 1888. In particular, I think the murder of Mary Kelly- the last of the Ripper murders- is what attracted the majority of attention in the Ripper case as the victim was viciously mutilated. There were cuts all over her body and most internal organs had been removed. The breasts were also cut off as well as her uterus. The heart was removed and could not be located. Because of this, I think it was this murder that made people most fearful and kept the dark alleys of Whitechapel deserted at night as the people living their knew that a determined murderer could well be at their doorsteps next. QUESTION 3 WHY WERE THE POLICE UNABLE TO CATCH JACK THE RIPPER? (20 Marks) The police were unable to catch Jack the Ripper for several major reasons. It was mainly that the police did not know who or what they were dealing with. This was due to the fact that Jack the Ripper was the first serial killer to be reported on at such a scale. The police were unaware of the fact that they were dealing with a serial killer, and more importantly did not know what a serial killer was. Jack the Ripper was the first serial killer who had been focused on at such a scale by the newspapers or the media. This was mainly due to the fact that most of the adult population of the time were now able to read and write due to the Education Act 1870. This encouraged the newspapers to write more about the Ripper, sometimes quoting unreliable sources which were also used by the police, leading them to false leads. As more and more of the public were getting interested in the Ripper murders, newspapers felt that they had to publish something on the Ripper murders otherwise the public would loose interest and the newspaper company loose money. Hence the newspapers were forced into writing false/incorrect information in their articles. As the methods of investigation used by the police were still developing, and forensic science just starting, the Metropolitan police were unsure about how to conduct their investigation. As a result they resulted to any means possible and even took the false words of the newspapers as being true. Despite the fact that forensics experts of the time had visited the crime scenes and had drawn certain conclusions, the Metropolitan police still followed the false information published in the newspapers, despite the fact that it contradicted the conclusions drawn by the forensics experts. This shows how undeveloped the methods of investigation of the police was at the time as police were following information given by drunken lunatics who were giving witness accounts only to earn a little easy money, and based their witness accounts on the stereotypical image of the Ripper at the time to try and catch one of the most cunning and clever serial killers of all time. Another major factor why the police were unable to catch Jack the Ripper was that their nature of investigation was too narrow and that they should have widened their scope. At first the Metropolitan police believed that Jack the Ripper was someone local, from the evidence shown from his knowledge of the layout of all the alleyways and roads of Whitechapel. This enabled him to move very quickly and freely around the Whitechapel area without the police being able to catch him. This was very important because by the time the body of Jack the Rippers next victim was discovered he would have been long gone. A rumour had been spread about a man known as Leather Apron as being the serial killer, Jack the Ripper. The police were intrigued by this information and were quick to respond. They arrested a man called John Pizer, a butcher from the Whitechapel area. He was foreign as many of the witness accounts suggested, and wore a leather apron, giving him the name Leather Apron. However he had an alibi, which cleared him of all charges. Again the police had followed false leads and had wasted more time. This then lead the police to believe that the murder was someone who was not from the Whitechapel area but could have had a job or another sort of connection within the area, because of his knowledge of the layout of Whitechapel. The police used many techniques to try and catch Jack the Ripper, however none of them succeeded. Firstly, the Metropolitan police increased the number of police officers and constables on the beat (on duty), each being placed within five minutes of walking distance of each other. However this did not work as the Ripper was still too quick for the Metropolitan police. Another method used by the police was to try and go undercover to catch Jack the Ripper. Some officers dressed up as prostitutes to try and lure Jack the Ripper into spending some time with them. However this did not work as there were no female officers at the time, and the men who dressed up still wore their typical police boots which were still recognisable despite the heavily polluted smog that filled the air, blowing their disguise. Again the police had wasted more time, as their method of investigation was still unreasonable. These thoughtless actions were not kept quiet. Jack the Ripper news attracted worldwide attention. These actions were even commented on in the New York Times, the London Police must be the stupidest police force in the World. This did not give a good impression of the Metropolitan police force. On conclusion the police were unable to catch Jack the Ripper because of their lack of knowledge of serial killers and the undeveloped methods of investigation they used. When Jack the Ripper first started his campaign of murder, the police were unaware that they were dealing with a serial killer and more importantly did not know what a serial killer was. This was to the disadvantage to the police, as they did not know how to catch Jack the Ripper. Another factor why the police were unable to catch Jack the Ripper was the little knowledge of forensic science that they had at the time. The police were uneducated in forensic science, and in many occasions altered the scene of the crime. Lastly, the police were unable to catch Jack the Ripper because of the methods that they used. The police at the time were uneducated in undercover work as well. They did not know how to disguise themselves into the normal population to trap Jack the Ripper.

Management of Advertising Program

Management of Advertising Program ADVERTISING MANAGEMENT Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Five major decisions involve the mission, money, message, media and measurement Advertising—the use of paid media by a seller to communicate persuasive information about its products, services, or organization—is a potent promotional tool. Advertising takes on many forms (national, regional, local, consumer, industrial, retail, product, brand, institutional, etc.) designed to achieve a variety of objectives (awareness, interest, preference, brand recognition, brand insistence). Advertising decision-making consists of objectives setting, budget decision, message decision, media decision, and ad effectiveness evaluation. Advertisers should establish clear goals as to whether the advertising is supposed to inform, persuade, or remind buyers. The factors to consider when setting the advertising budget are: stage in the product life cycle, market share, competition and clutter, needed frequency, and product substitutability. The advertising budget can be established based on what is affordable, as a percentage budget of sales, based on competitors expenditures, or based on objectives and tasks, and based on more advanced decision models that are available. The message decision calls for generating messages, evaluating and selecting between them, and executing them effectively and responsibly. The media decision calls for defining the reach, frequency, and impact goals; choosing among major media types; selecting specific media vehicles; deciding on media timing; geographical allocation of media. Finally, campaign evaluation calls for evaluating the communication and sales effects of advertising, before, during, and after the advertising. Developing and managing an advertising program (An overview) Setting the advertising objectives—according to whether the aim is to inform, remind, or persuade Deciding on the advertising budget—five factors to consider include stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability Choosing the advertising message—creative stage Message generation—utilizing an inductive versus deductive framework Message evaluation and selection—focus on one core selling proposition and aim for desirability, exclusiveness and believability. Message execution—impact depends not only on what is said but how it is said (positioning). Creative people must also find a style, tone, and format for executing the message Social responsibility review—make sure the creative advertising does not overstep social and legal norms Deciding on media and measuring effectiveness Deciding on reach (number of people exposed at least once), frequency (total number of times they are reached) and impact (qualitative value) The relationship between reach, frequency and impact, specific media, media timing, geographical allocation a) Media selection: target audience, media habits, product, message, and cost Determining the most cost-effective media to deliver the desired number and type of exposures to the target audience Choosing among major media types b) Target audience media habits c) Product characteristics d) Message characteristics e) Cost (based on cost-per-thousand exposures criterion) New media—rethinking the options f) Commercial clutter, advertorials, infomercials g) Result is coming death of traditional mass media, as we know it—more direct and consumer control coming Allocating the budget—increasingly spent attracting attention than on the product itself Selecting specific vehicles—measures include: h) Circulation, audience, effective audience, effective ad-exposed audience i) CPM adjustments based on audience quality, audience-attention probability, editorial quality and ad placement policies Deciding on the media timing j) Macro-scheduling (according to seasonal or business trends) k) Micro-scheduling (allocating advertising expenditures within a short period to obtain the maximum impact) l) Models for media timing: Kuehn (if no carryover and habitual behavior then percent of sales justified) Deciding on the geographical allocation a) National versus international b) Spot buying (ADIs and DMAs) Evaluating advertising effectiveness a) Communication-effect research—copy testing, consumer feedback, portfolio tests, laboratory tests b) Sales-effect research—share of voice and share of market, historical approach, experimental design c) Advertising effectiveness: a summary of current research Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in todays world .People are exposed to various forms of advertising through various advertising messages, media, billboards and techniques of every sort. The General benefits of advertising are as follows. a) Economic Benefits of Advertising Advertising can play an important role in the process by which an economic system that is guided by ethical. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world. Advertising can be a useful tool for sustaining ethical competition that contributes to economic growth. It can help people by informing them about the availability of desirable new products and services and improvements in existing ones, helping them to stay informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. b) Benefits of Political Advertising Political advertising can make a contribution economic situation in a market system. As free and responsible media in a democratic system help to counteract tendencies toward the monopolies, so political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) Cultural Benefits of Advertising Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent aesthetics and moral quality, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Advertising can brighten lives simply by being witty and entertaining. d) Moral Benefits of Advertising In many cases social institutions use advertising to communicate their messages messages of moral values ,ethics ,patriotism, responsibilities toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways. Benefits of advertising from companys view point: 1. Provides information Consumer needs information about various products. The lack of information may make a consumer buy an inferior product, pay high price etc. 2. Improves brand image: Advertisement helps improve brand image. Images are mental pictures of brands. The images projected are geared to match the needs and expectations of target audience. Favorable image help in generating brand loyalty and disposition to buy that brand. 3. Helps in Innovation: Advertising is seen to perform this task effectively for new products. It reduces the risk of innovation. The cost of innovation can be more than recovered by the sales which advertising may generate and this encourages manufacturers to undertake research and development. 4. New Product Launch Various strategies including advertising is used to make potential buyers of new products. Advertising can be used to promote new products and to inform changes in old products. 5. Growth of Media: Advertising enhances the potential for raising advertising revenues. This helps in launching new publications and expanding the media. Role of advertising 1. Communication with Consumers: Advertising is a major way of establishing communication between manufacturers and other organizations providing services or trying to put across ideas and concepts, on the one hand, and customers, buyers and potential acceptors, on the other. 2. Persuasion: Advertising attempts to persuade prospective buyers to buy a product/service. In modern markets, the producer who is content with the advertising that merely identifies or informs may soon find himself in a vulnerable position. 3. Contribution to Economic Growth: Advertising contributes to economic growth by helping to expand the market, particularly for new products, and by helping to develop new market segments. 4. Catalyst for change: Creativity inherent in advertising leads to the discovery of new relationships that can change the perception of a prospect. Functions of Advertising 1. Primary Functions Helps to increase sales Helps to reduce overall cost of sales Provides information about the product Persuasion of customers or dealers Receptiveness of new product Stimulates distribution of products Insurance for manufacturing business Confidence in quality To eliminate seasonal fluctuation To generate awareness and revenue Builds value, brand loyalty and preference 2. Secondary Functions  · To encourage salesmen and lend them moral support  · To furnish information  · To impress executives  · To impress factory workers  · To secure better employees  · To capture market  · To have an extra edge over the market * Feeling of security Advertising is a social waste * Because its time consuming * It does focus on specific group only. * Waste of resources. * Consumers are deceived by advertising. * Misleading information to the public. * It affects the health by having alcohols and cigarettes advertising. * Consumers are paying for those advertisements because fess will be added into the price of the product. * People are lured to buy products which is not needed and not within their reach. (propensity to consume) Some critics view advertising as a waste of time, talent and money —In their view, not only does advertising have no value of its own, but its influence is entirely harmful and corrupting for individuals and society. Sometimes advertisements depict false assertions which create a false impact in individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes the information function of media can be subverted by advertisers pressure More often, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways, buy certain products or services This is where particular abuses can occur. Brand advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives like brand loyalty, status, fashion, instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic system, but it also can obstruct it. This happens when the costs of advertising limit political competition to wealthy candidates or groups Political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to peoples emotions and base instincts — to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like — rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values.. In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reach. d) Moral and Religious Harms of Advertising Advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Characteristics of advertising 1. Advertising is paid form of communication. 2. Advertising is non personal communication. 3. Advertising has an identified sponsor. 4. Advertising can be controlled. Advertising Agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. An advertising agency acts in the fist place as a consultant to its client, the advertiser in formulating the advertising plans and translating them into advertising campians. The other role of ad agency, namely placing the advertisment, articles from its traditional association with the media. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group or WPP Group. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media (creating integrated marketing communications, or through-the-line (TTL) advertising). The line, in this case, is the traditional marker between media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Role / Functions of an advertising agency 1. Planning the advertisement campaign 2. Creation of the advertisement 3. Execution or placing the advertisement in various media vehicles. 4. Marketing and advertising Research 5. Sales promotion 6. Public relations STRUCTURE OF ADVERTISING AGENCIES An agency, depending on its size, will likely have different departments which work on the separate aspects of an account. An account manager or the account planning department will coordinate the work of these departments to insure that all the clients needs are met. The departments within a full-service agency will typically include: RESEARCH The research department will be able to provide clients with some details about the prospective audience of the final advertising campaign, as well as information about the market for the product being advertised. This should include specific market research which leads to a very focused ad campaign, with advertising directed to the ideal target audience. CREATIVE SERVICES Advertising agencies employ experts in many creative fields that provide quality, professional services that conform to the standards of the industry. Copywriters provide the text for print ads, and the scripts for television or radio advertising. Graphic designers are responsible for the presentation of print ads, and the art department is responsible for providing the necessary images for whatever format advertisement is decided upon. Some agencies have in-house photographers and printers, while others regularly employ the services of contractors. The individuals involved in creative services are responsible for developing the advertising platform, which sets the theme and tone of the ad campaign. The advertising platform should draw upon specific, positive features of the product advertised and extrapolate the benefits the consumer could expect to receive as a result of using the product. The campaign, through the development of this platform, should prove to be eye-catching, memorable, and in some way unique. The advertising that is remembered by consumers is that which stands out from the rest; it is the advertising agencys (and specifically the creative services departments) responsibility to provide this quality for their clients. The final advertising provided by an agency should be fully developed and polished. Television commercials should be produced with professionalism; print ads should be attractive, informational, and attention-getting; radio spots should be focused and of high audio quality. MEDIA BUYING One of the services provided by advertising agencies is the careful placement of finished advertisements in various media, with an eye toward maximizing the potential audience. The research search conducted by the agency will inform any media-buying decisions. An agency will be able to negotiate the terms of any contracts made for placing ads in any of various media. A full-service agency will deal confidently with television, radio, newspapers, and magazines. Some agencies are also branching into direct mail marketing and point of purchase incentives; some agencies have expanded into Internet advertising; and some agencies will also place an ad in the local yellow pages, or utilize outdoor advertising or one of the more creative avenues of incidental advertising, such as commercial signs on public buses or subways or on billboards. The media-buying staff of an advertising agency will draw on specific research done for the client, as well as on past experience with different media. Through this research and careful consideration, the agency will develop a media plan: this should be a fully realized plan of attack for getting out the clients message. Some factors to be considered in the development of the media plan include: Cost Per Thousand: This refers to the cost of an advertisement per one thousand potential customers it reaches. Media-buyers use this method to compare the various media avenues they must choose between. For example, television ads are considerably more expensive than newspaper ads, but they also reach many more people. Cost per thousand is a straightforward way to evaluate how to best spend advertising dollars: if a newspaper ad costs $100 and potentially reaches 2,000 customers, the cost per thousand is $50. If a television ad costs $1000 to produce and place in suitable television spots, and reaches a potential of 40,000 viewers, the cost per thousand is only $25. Reach: This term is used when discussing the scope of an advertisement. The reach of an ad is the number of households which can safely be assumed will be affected by the clients message. This is usually expressed as a percentage of total households. For example, if there are 1,000 households in a town, and 200 of those households receive the daily paper, the reach of a well-placed newspaper ad could be expressed as 20 percent: one-fifth of the households in the community can be expected to see the advertisement. Frequency: The frequency of a message refers to how often a household can be expected to be exposed to the clients message. Frequency differs widely between media, and even within the same medium. Newspapers, for example, are read less often on Saturdays, and by many more households (and more thoroughly) on Sundays. Fluctuation like this occurs in all media. Continuity: The media-buyer will also need to consider the timing of advertisements. Depending on the clients product, the ads can be evenly spread out over the course of a day (for radio or television advertisements), a week (for radio, television, or print advertisements), or a month (radio, television, print, or other media). Of course, seasonal realities influence the placement of advertisements as well. Clothing retailers may need to run more advertisements as a new school year approaches, or when new summer merchandise appears. Hardware stores may want to emphasize their wares in the weeks preceding the Christmas holiday. Grocery stores or pharmacies, however, might benefit from more evenly distributed advertising, such as weekly advertisements that emphasize the year-round needs of consumers. DAGMAR APPROACH HIERARCHY OF EFFECTS MODEL Russell H Colley (1961) prepared a report for the association of national advertisers titled defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a model for setting advertising objectives and measuring the results of an ad campaign. According to this model, communications effect is the logical basis for setting advertising objective and goals against which results should be measured. In Colleys words â€Å"Advertising job purely and simply is to communicate to a defined audience information and a frame of mind that stimulate action. Advertising succeed or fails depending on how well it communi-cate the desired information and attitude to the right time and at the right cost.† Awareness Comprehension Conviction Action There are no significant differences between Colleys proposed model and other important hierarchy of effects models. One important contribution of DAGMAR was its ability to clarify what continuous a good objective. According to Colley, the objective should have the following features: Stated in term of concrete and measurable communication tasks. Specify a target audience. Indicate a benchmark or standard starting point. Specify a time period for accomplishing the objective or objectives. Concrete measurable tasks The DAGMAR approach requires that the measurement procedure should also be specified. There must be a way to determine whether the intended ad message has been communicated properly to the target audience. If the ad message communicates that brand X is the best on Q attribute, then a questionnaire may include the request, â€Å"rank the following brands on best Q attribute.† The responses could be quantified to mean percentage of audience who rated brand X as the best on Q attribute. Target audience Another important feature of good objectives is the specification of a well-defined target audience. Though the primary target audience for a companys product or service is describe in situation analysis, yet it may need some refining. For example, user of a product may be further categorized as heavy, medium or light users. Benchmark and degree of change sought It is important to know the target audiences present status with respect to responses variable and then determine the degree of change desired by the advertising campaign. Assessment and criticism of DAGMAR approach The DAGMAR approach has had an enormous influence on the advertising planning process and objective setting. It has focused the advertisers attention on the important and value of using communication-based objectives as against sales based objectives to measure the impact and success of an ad campaign. The approach has not been totally accepted by everyone in the advertising field. A number of questions have been raised concerning its value as an advertising planning tool. Problems with responses hierarchy Sales as the advertising goal Practicality and costs Inhibits creativity Hierarchy-of-Effects Models Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works, even though it has been criticized on some points, such as that people do not exactly follow these sequences. There are various versions of hierarchy-of-effects model. AIDA model is initiatory and simplest. Awareness à   Interest à   Desire à   Action AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a products existence, be interested enough to pay attention to the products features/benefits, and have a desire to benefit from the products offerings. Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research. Hierarchy-of-effects models have many variant models. DAGMAR (Defining Advertising Goals for Measured Advertising Results) model suggests similar but different steps. Awareness à   Comprehension à   Conviction à   Action DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company; Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product. Determining the Advertising Budget An important goal in determining the size of an advertising budget is to maximize profits. To achieve this goal, even approximately, is a very complex problem. Many procedures or rules have been adopted to provide what appears to be a reasonable answer from one point of view or another, but which, most people in the business would agree, are very crude at best. Hence, such approaches as â€Å"percentage-of-sales,† â€Å"all-you-can-afford,† â€Å"objective-and-task† and â€Å"competitive-parity,† are used because â€Å"scientific† approached either dont exist, or have not been able to prove their superiority. The difficulties of devising a scientific approach are fairly well know. The multitude of factors involved and the scarcity of relevant and accurate data are only two of many which could be listed. Marginal Analysis The theoretical underpinning of an advertising-budget decision is based on marginal analysis and is easily expressed. A firm would continue to add to the advertising budget as long as the incremental expenditures are exceeded by the marginal revenue they generate. Budgeting Decision Rules There are several decision rules on which many firms dray in making budget decisions. Four such rules will be described. The rules are basically justified by arguing that budgets based on them are unlikely to be far from the actual optimal budget if a marginal analysis could be performed. In some cases, the rules are used in combination, the net budget being a compromise among several. * Percentage of Sales One rule of thumb used in setting advertising budgets is the percentage of sales. Past sales or a forecast of future sales can be used as the base. A brand may have devoted 5% of its budget to advertising in the past. Thus, if the plan calls for doing $40 million worth of business next year, a $2 million advertising budget might be proposed. A similar decision could be based upon market share. For example, a brand could allocate $1 million for every share point it holds. The percentage-of-sales guide is the most common approach to setting advertising budgets. If a firm or brand has been successfully over several years using the percentage-of-sales approach, it might be assumed that the decision rule yielded budgets reasonably close to the optimal, so there is little incentive to change to another approach in setting budgets. The rule does tend to make explicit the marketing-mix decision, the allocation of the budget to the various elements of the marketing program. Furthermore, it provides comfort to a prudent financial executive who likes to know that her or his firm can afford the advertising. Finally, if competitors also use such a rule, it leads to a certain stability of advertising within the industry, which may be useful. If there is a ceiling on the size of the market, it is wise to avoid precipitating a war over advertising expenditure. * All You Can Afford Firms with limited resources may decide to spend all that they can reasonably allocate to advertising after other unavoidable expenditures have been allocated. This rule usually ensures that they are not advertising too heavily, that advertising moneys are not being wasted. It thus does have some logic. Of course, if the value of more advertising could be demonstrated, extra money could usually be raised, so the limitation may be somewhat artificial. * Competitive Parity Another guide is to adjust the advertising budge so that it is comparable to those of competitors. The logic is that the collective minds of the firms in the industry will probably generate advertising budgets that are somewhat close to the optimal. Everyone could not be too far from the optimal. Furthermore, any departure from the industry norms could precipitate a spending war. * Objective and Task Objective and task, more an approach to budgeting than a simple decision rule, is used by two-thirds of the largest advertisers. An advertising objective is first established in specific terms. For example, a firm may decide to attempt to increase the awareness of its brand in a certain population segment to 50 percent. The tasks that are requited to accomplish this objective are then detailed. They might involve the development of a particular advertising campaign exposing the relevant audience an average of the five times. The cost of obtaining these exposures then becomes the advertising budget. This approach assumes that there is a causal flow from advertising to sales. In effect, it represents an effort to introduce intervening variables such as awareness or attitude, which will presumable be indicators of future sales as well as immediate sales. Steps: 1. Task Definition: The objective of the advertising programme, are to be defined. The objectives may be to Close an immediate sale Increase sales Create awareness Building company goodwill and corporate image. 2. Determining the type of strategy, media, and amount of exposu Management of Advertising Program Management of Advertising Program ADVERTISING MANAGEMENT Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Five major decisions involve the mission, money, message, media and measurement Advertising—the use of paid media by a seller to communicate persuasive information about its products, services, or organization—is a potent promotional tool. Advertising takes on many forms (national, regional, local, consumer, industrial, retail, product, brand, institutional, etc.) designed to achieve a variety of objectives (awareness, interest, preference, brand recognition, brand insistence). Advertising decision-making consists of objectives setting, budget decision, message decision, media decision, and ad effectiveness evaluation. Advertisers should establish clear goals as to whether the advertising is supposed to inform, persuade, or remind buyers. The factors to consider when setting the advertising budget are: stage in the product life cycle, market share, competition and clutter, needed frequency, and product substitutability. The advertising budget can be established based on what is affordable, as a percentage budget of sales, based on competitors expenditures, or based on objectives and tasks, and based on more advanced decision models that are available. The message decision calls for generating messages, evaluating and selecting between them, and executing them effectively and responsibly. The media decision calls for defining the reach, frequency, and impact goals; choosing among major media types; selecting specific media vehicles; deciding on media timing; geographical allocation of media. Finally, campaign evaluation calls for evaluating the communication and sales effects of advertising, before, during, and after the advertising. Developing and managing an advertising program (An overview) Setting the advertising objectives—according to whether the aim is to inform, remind, or persuade Deciding on the advertising budget—five factors to consider include stage in the product life cycle, market share and consumer base, competition and clutter, advertising frequency, and product substitutability Choosing the advertising message—creative stage Message generation—utilizing an inductive versus deductive framework Message evaluation and selection—focus on one core selling proposition and aim for desirability, exclusiveness and believability. Message execution—impact depends not only on what is said but how it is said (positioning). Creative people must also find a style, tone, and format for executing the message Social responsibility review—make sure the creative advertising does not overstep social and legal norms Deciding on media and measuring effectiveness Deciding on reach (number of people exposed at least once), frequency (total number of times they are reached) and impact (qualitative value) The relationship between reach, frequency and impact, specific media, media timing, geographical allocation a) Media selection: target audience, media habits, product, message, and cost Determining the most cost-effective media to deliver the desired number and type of exposures to the target audience Choosing among major media types b) Target audience media habits c) Product characteristics d) Message characteristics e) Cost (based on cost-per-thousand exposures criterion) New media—rethinking the options f) Commercial clutter, advertorials, infomercials g) Result is coming death of traditional mass media, as we know it—more direct and consumer control coming Allocating the budget—increasingly spent attracting attention than on the product itself Selecting specific vehicles—measures include: h) Circulation, audience, effective audience, effective ad-exposed audience i) CPM adjustments based on audience quality, audience-attention probability, editorial quality and ad placement policies Deciding on the media timing j) Macro-scheduling (according to seasonal or business trends) k) Micro-scheduling (allocating advertising expenditures within a short period to obtain the maximum impact) l) Models for media timing: Kuehn (if no carryover and habitual behavior then percent of sales justified) Deciding on the geographical allocation a) National versus international b) Spot buying (ADIs and DMAs) Evaluating advertising effectiveness a) Communication-effect research—copy testing, consumer feedback, portfolio tests, laboratory tests b) Sales-effect research—share of voice and share of market, historical approach, experimental design c) Advertising effectiveness: a summary of current research Benefits of Advertising Enormous human and material resources are devoted to advertising. Advertising is everywhere in todays world .People are exposed to various forms of advertising through various advertising messages, media, billboards and techniques of every sort. The General benefits of advertising are as follows. a) Economic Benefits of Advertising Advertising can play an important role in the process by which an economic system that is guided by ethical. It is a necessary part of the functioning of modern market economies, which today either exist or are emerging in many parts of the world. Advertising can be a useful tool for sustaining ethical competition that contributes to economic growth. It can help people by informing them about the availability of desirable new products and services and improvements in existing ones, helping them to stay informed, prudent consumer decisions, contributing to efficiency and the lowering of prices, and stimulating economic progress through the expansion of business and trade. b) Benefits of Political Advertising Political advertising can make a contribution economic situation in a market system. As free and responsible media in a democratic system help to counteract tendencies toward the monopolies, so political advertising can make its contribution by informing people about the ideas and policy proposals of parties and candidates, including new candidates not previously known to the public. c) Cultural Benefits of Advertising Because of the impact advertising has on media that depend on it for revenue, advertisers have an opportunity to exert a positive influence on decisions about media content. This they do by supporting material of excellent aesthetics and moral quality, and particularly by encouraging and making possible media presentations which are oriented to minorities whose needs might otherwise go unserved. Moreover, advertising can itself contribute to the betterment of society by uplifting and inspiring people and motivating them to act in ways that benefit themselves and others. Advertising can brighten lives simply by being witty and entertaining. d) Moral Benefits of Advertising In many cases social institutions use advertising to communicate their messages messages of moral values ,ethics ,patriotism, responsibilities toward the needy, messages concerning health and education, constructive and helpful messages that educate and motivate people in a variety of beneficial ways. Benefits of advertising from companys view point: 1. Provides information Consumer needs information about various products. The lack of information may make a consumer buy an inferior product, pay high price etc. 2. Improves brand image: Advertisement helps improve brand image. Images are mental pictures of brands. The images projected are geared to match the needs and expectations of target audience. Favorable image help in generating brand loyalty and disposition to buy that brand. 3. Helps in Innovation: Advertising is seen to perform this task effectively for new products. It reduces the risk of innovation. The cost of innovation can be more than recovered by the sales which advertising may generate and this encourages manufacturers to undertake research and development. 4. New Product Launch Various strategies including advertising is used to make potential buyers of new products. Advertising can be used to promote new products and to inform changes in old products. 5. Growth of Media: Advertising enhances the potential for raising advertising revenues. This helps in launching new publications and expanding the media. Role of advertising 1. Communication with Consumers: Advertising is a major way of establishing communication between manufacturers and other organizations providing services or trying to put across ideas and concepts, on the one hand, and customers, buyers and potential acceptors, on the other. 2. Persuasion: Advertising attempts to persuade prospective buyers to buy a product/service. In modern markets, the producer who is content with the advertising that merely identifies or informs may soon find himself in a vulnerable position. 3. Contribution to Economic Growth: Advertising contributes to economic growth by helping to expand the market, particularly for new products, and by helping to develop new market segments. 4. Catalyst for change: Creativity inherent in advertising leads to the discovery of new relationships that can change the perception of a prospect. Functions of Advertising 1. Primary Functions Helps to increase sales Helps to reduce overall cost of sales Provides information about the product Persuasion of customers or dealers Receptiveness of new product Stimulates distribution of products Insurance for manufacturing business Confidence in quality To eliminate seasonal fluctuation To generate awareness and revenue Builds value, brand loyalty and preference 2. Secondary Functions  · To encourage salesmen and lend them moral support  · To furnish information  · To impress executives  · To impress factory workers  · To secure better employees  · To capture market  · To have an extra edge over the market * Feeling of security Advertising is a social waste * Because its time consuming * It does focus on specific group only. * Waste of resources. * Consumers are deceived by advertising. * Misleading information to the public. * It affects the health by having alcohols and cigarettes advertising. * Consumers are paying for those advertisements because fess will be added into the price of the product. * People are lured to buy products which is not needed and not within their reach. (propensity to consume) Some critics view advertising as a waste of time, talent and money —In their view, not only does advertising have no value of its own, but its influence is entirely harmful and corrupting for individuals and society. Sometimes advertisements depict false assertions which create a false impact in individuals and society. a) Economic Harms of Advertising Advertising can betray its role as a source of information by misrepresentation and by withholding relevant facts. Sometimes the information function of media can be subverted by advertisers pressure More often, advertising is used not simply to inform but to persuade and motivate to convince people to act in certain ways, buy certain products or services This is where particular abuses can occur. Brand advertising can raise serious problems. Often there are only negligible differences among similar products of different brands, and advertising may attempt to move people to act on the basis of irrational motives like brand loyalty, status, fashion, instead of presenting differences in product quality and price as bases for rational choice. b) Harms of Political Advertising Political advertising can support and assist the working of the democratic system, but it also can obstruct it. This happens when the costs of advertising limit political competition to wealthy candidates or groups Political advertising seeks to distort the views and records of opponents and unjustly attacks their reputations. It happens when advertising appeals more to peoples emotions and base instincts — to selfishness, bias and hostility toward others, to racial and ethnic prejudice and the like — rather than to a reasoned sense of justice and the good of all. c) Cultural Harms of Advertising Advertising also can have a corrupting influence upon culture and cultural values.. In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reach. d) Moral and Religious Harms of Advertising Advertising sometimes is used to promote products and inculcate attitudes and forms of behavior contrary to moral norms. Characteristics of advertising 1. Advertising is paid form of communication. 2. Advertising is non personal communication. 3. Advertising has an identified sponsor. 4. Advertising can be controlled. Advertising Agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. An advertising agency acts in the fist place as a consultant to its client, the advertiser in formulating the advertising plans and translating them into advertising campians. The other role of ad agency, namely placing the advertisment, articles from its traditional association with the media. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group or WPP Group. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media (creating integrated marketing communications, or through-the-line (TTL) advertising). The line, in this case, is the traditional marker between media that pay a (traditionally 15%) commission to the agency (mainly broadcast media) and the media that do not. Role / Functions of an advertising agency 1. Planning the advertisement campaign 2. Creation of the advertisement 3. Execution or placing the advertisement in various media vehicles. 4. Marketing and advertising Research 5. Sales promotion 6. Public relations STRUCTURE OF ADVERTISING AGENCIES An agency, depending on its size, will likely have different departments which work on the separate aspects of an account. An account manager or the account planning department will coordinate the work of these departments to insure that all the clients needs are met. The departments within a full-service agency will typically include: RESEARCH The research department will be able to provide clients with some details about the prospective audience of the final advertising campaign, as well as information about the market for the product being advertised. This should include specific market research which leads to a very focused ad campaign, with advertising directed to the ideal target audience. CREATIVE SERVICES Advertising agencies employ experts in many creative fields that provide quality, professional services that conform to the standards of the industry. Copywriters provide the text for print ads, and the scripts for television or radio advertising. Graphic designers are responsible for the presentation of print ads, and the art department is responsible for providing the necessary images for whatever format advertisement is decided upon. Some agencies have in-house photographers and printers, while others regularly employ the services of contractors. The individuals involved in creative services are responsible for developing the advertising platform, which sets the theme and tone of the ad campaign. The advertising platform should draw upon specific, positive features of the product advertised and extrapolate the benefits the consumer could expect to receive as a result of using the product. The campaign, through the development of this platform, should prove to be eye-catching, memorable, and in some way unique. The advertising that is remembered by consumers is that which stands out from the rest; it is the advertising agencys (and specifically the creative services departments) responsibility to provide this quality for their clients. The final advertising provided by an agency should be fully developed and polished. Television commercials should be produced with professionalism; print ads should be attractive, informational, and attention-getting; radio spots should be focused and of high audio quality. MEDIA BUYING One of the services provided by advertising agencies is the careful placement of finished advertisements in various media, with an eye toward maximizing the potential audience. The research search conducted by the agency will inform any media-buying decisions. An agency will be able to negotiate the terms of any contracts made for placing ads in any of various media. A full-service agency will deal confidently with television, radio, newspapers, and magazines. Some agencies are also branching into direct mail marketing and point of purchase incentives; some agencies have expanded into Internet advertising; and some agencies will also place an ad in the local yellow pages, or utilize outdoor advertising or one of the more creative avenues of incidental advertising, such as commercial signs on public buses or subways or on billboards. The media-buying staff of an advertising agency will draw on specific research done for the client, as well as on past experience with different media. Through this research and careful consideration, the agency will develop a media plan: this should be a fully realized plan of attack for getting out the clients message. Some factors to be considered in the development of the media plan include: Cost Per Thousand: This refers to the cost of an advertisement per one thousand potential customers it reaches. Media-buyers use this method to compare the various media avenues they must choose between. For example, television ads are considerably more expensive than newspaper ads, but they also reach many more people. Cost per thousand is a straightforward way to evaluate how to best spend advertising dollars: if a newspaper ad costs $100 and potentially reaches 2,000 customers, the cost per thousand is $50. If a television ad costs $1000 to produce and place in suitable television spots, and reaches a potential of 40,000 viewers, the cost per thousand is only $25. Reach: This term is used when discussing the scope of an advertisement. The reach of an ad is the number of households which can safely be assumed will be affected by the clients message. This is usually expressed as a percentage of total households. For example, if there are 1,000 households in a town, and 200 of those households receive the daily paper, the reach of a well-placed newspaper ad could be expressed as 20 percent: one-fifth of the households in the community can be expected to see the advertisement. Frequency: The frequency of a message refers to how often a household can be expected to be exposed to the clients message. Frequency differs widely between media, and even within the same medium. Newspapers, for example, are read less often on Saturdays, and by many more households (and more thoroughly) on Sundays. Fluctuation like this occurs in all media. Continuity: The media-buyer will also need to consider the timing of advertisements. Depending on the clients product, the ads can be evenly spread out over the course of a day (for radio or television advertisements), a week (for radio, television, or print advertisements), or a month (radio, television, print, or other media). Of course, seasonal realities influence the placement of advertisements as well. Clothing retailers may need to run more advertisements as a new school year approaches, or when new summer merchandise appears. Hardware stores may want to emphasize their wares in the weeks preceding the Christmas holiday. Grocery stores or pharmacies, however, might benefit from more evenly distributed advertising, such as weekly advertisements that emphasize the year-round needs of consumers. DAGMAR APPROACH HIERARCHY OF EFFECTS MODEL Russell H Colley (1961) prepared a report for the association of national advertisers titled defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a model for setting advertising objectives and measuring the results of an ad campaign. According to this model, communications effect is the logical basis for setting advertising objective and goals against which results should be measured. In Colleys words â€Å"Advertising job purely and simply is to communicate to a defined audience information and a frame of mind that stimulate action. Advertising succeed or fails depending on how well it communi-cate the desired information and attitude to the right time and at the right cost.† Awareness Comprehension Conviction Action There are no significant differences between Colleys proposed model and other important hierarchy of effects models. One important contribution of DAGMAR was its ability to clarify what continuous a good objective. According to Colley, the objective should have the following features: Stated in term of concrete and measurable communication tasks. Specify a target audience. Indicate a benchmark or standard starting point. Specify a time period for accomplishing the objective or objectives. Concrete measurable tasks The DAGMAR approach requires that the measurement procedure should also be specified. There must be a way to determine whether the intended ad message has been communicated properly to the target audience. If the ad message communicates that brand X is the best on Q attribute, then a questionnaire may include the request, â€Å"rank the following brands on best Q attribute.† The responses could be quantified to mean percentage of audience who rated brand X as the best on Q attribute. Target audience Another important feature of good objectives is the specification of a well-defined target audience. Though the primary target audience for a companys product or service is describe in situation analysis, yet it may need some refining. For example, user of a product may be further categorized as heavy, medium or light users. Benchmark and degree of change sought It is important to know the target audiences present status with respect to responses variable and then determine the degree of change desired by the advertising campaign. Assessment and criticism of DAGMAR approach The DAGMAR approach has had an enormous influence on the advertising planning process and objective setting. It has focused the advertisers attention on the important and value of using communication-based objectives as against sales based objectives to measure the impact and success of an ad campaign. The approach has not been totally accepted by everyone in the advertising field. A number of questions have been raised concerning its value as an advertising planning tool. Problems with responses hierarchy Sales as the advertising goal Practicality and costs Inhibits creativity Hierarchy-of-Effects Models Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works, even though it has been criticized on some points, such as that people do not exactly follow these sequences. There are various versions of hierarchy-of-effects model. AIDA model is initiatory and simplest. Awareness à   Interest à   Desire à   Action AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages which describe the process leading a potential customer to purchase. The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a products existence, be interested enough to pay attention to the products features/benefits, and have a desire to benefit from the products offerings. Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research. Hierarchy-of-effects models have many variant models. DAGMAR (Defining Advertising Goals for Measured Advertising Results) model suggests similar but different steps. Awareness à   Comprehension à   Conviction à   Action DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company; Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product. Determining the Advertising Budget An important goal in determining the size of an advertising budget is to maximize profits. To achieve this goal, even approximately, is a very complex problem. Many procedures or rules have been adopted to provide what appears to be a reasonable answer from one point of view or another, but which, most people in the business would agree, are very crude at best. Hence, such approaches as â€Å"percentage-of-sales,† â€Å"all-you-can-afford,† â€Å"objective-and-task† and â€Å"competitive-parity,† are used because â€Å"scientific† approached either dont exist, or have not been able to prove their superiority. The difficulties of devising a scientific approach are fairly well know. The multitude of factors involved and the scarcity of relevant and accurate data are only two of many which could be listed. Marginal Analysis The theoretical underpinning of an advertising-budget decision is based on marginal analysis and is easily expressed. A firm would continue to add to the advertising budget as long as the incremental expenditures are exceeded by the marginal revenue they generate. Budgeting Decision Rules There are several decision rules on which many firms dray in making budget decisions. Four such rules will be described. The rules are basically justified by arguing that budgets based on them are unlikely to be far from the actual optimal budget if a marginal analysis could be performed. In some cases, the rules are used in combination, the net budget being a compromise among several. * Percentage of Sales One rule of thumb used in setting advertising budgets is the percentage of sales. Past sales or a forecast of future sales can be used as the base. A brand may have devoted 5% of its budget to advertising in the past. Thus, if the plan calls for doing $40 million worth of business next year, a $2 million advertising budget might be proposed. A similar decision could be based upon market share. For example, a brand could allocate $1 million for every share point it holds. The percentage-of-sales guide is the most common approach to setting advertising budgets. If a firm or brand has been successfully over several years using the percentage-of-sales approach, it might be assumed that the decision rule yielded budgets reasonably close to the optimal, so there is little incentive to change to another approach in setting budgets. The rule does tend to make explicit the marketing-mix decision, the allocation of the budget to the various elements of the marketing program. Furthermore, it provides comfort to a prudent financial executive who likes to know that her or his firm can afford the advertising. Finally, if competitors also use such a rule, it leads to a certain stability of advertising within the industry, which may be useful. If there is a ceiling on the size of the market, it is wise to avoid precipitating a war over advertising expenditure. * All You Can Afford Firms with limited resources may decide to spend all that they can reasonably allocate to advertising after other unavoidable expenditures have been allocated. This rule usually ensures that they are not advertising too heavily, that advertising moneys are not being wasted. It thus does have some logic. Of course, if the value of more advertising could be demonstrated, extra money could usually be raised, so the limitation may be somewhat artificial. * Competitive Parity Another guide is to adjust the advertising budge so that it is comparable to those of competitors. The logic is that the collective minds of the firms in the industry will probably generate advertising budgets that are somewhat close to the optimal. Everyone could not be too far from the optimal. Furthermore, any departure from the industry norms could precipitate a spending war. * Objective and Task Objective and task, more an approach to budgeting than a simple decision rule, is used by two-thirds of the largest advertisers. An advertising objective is first established in specific terms. For example, a firm may decide to attempt to increase the awareness of its brand in a certain population segment to 50 percent. The tasks that are requited to accomplish this objective are then detailed. They might involve the development of a particular advertising campaign exposing the relevant audience an average of the five times. The cost of obtaining these exposures then becomes the advertising budget. This approach assumes that there is a causal flow from advertising to sales. In effect, it represents an effort to introduce intervening variables such as awareness or attitude, which will presumable be indicators of future sales as well as immediate sales. Steps: 1. Task Definition: The objective of the advertising programme, are to be defined. The objectives may be to Close an immediate sale Increase sales Create awareness Building company goodwill and corporate image. 2. Determining the type of strategy, media, and amount of exposu