A form of communication - Free Essay Example

Sample details Pages: 20 Words: 5914 Downloads: 10 Date added: 2017/06/26 Category Statistics Essay Did you like this example? Advertising as a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Don’t waste time! Our writers will create an original "A form of communication" essay for you Create order It has different connotation related to the different people related to the field of advertising. To the CEO of a corporation, advertising is an essential marketing tool that helps create brand awareness, loyalty and stimulates demand. To an art director in an advertising agency it is a creative expression of an advertising concept. Advertising related issues most often are left to the discretion on the viewer. Some might perceive these issues as ethical while others may loathe the advertisements on liquor and alcohol. Although the Indian government has taken a moral stand of banning the advertisements of these substances, but the manufacturers of these products have resorted to something called as surrogate advertising. Surrogate Advertising is done when the original product is not allowed to advertise itself on mass media. In India, alcohol brands are not allowed to give advertisements on television, so alcohol marketing firms use surrogate products like mineral water, soda, juice to hit consumers with the brand name. The brand name of the alcohol product is the same as the surrogate product. Kingfisher advertising packaged water, liquor manufacturers like Bacardi advertising compiled music CDs and Jagjit Industries advertising Aristocrat Premium apple juice are some of the prime examples of surrogate advertising in India. When people view these advertisements they associate themselves with these products. The extent to which Kingfisher is successful in this strategy is the topic which is being studied in this paper. Objectives/Research Questions: Our main objective is to evaluate the impact of surrogate advertising by Kingfisher by measuring its imact on the relationships between Brand Awareness, Brand Attitude and Brand Image amongst consumers. Literature Review Hypothesis: The review of literature shows that a number of studies have been conducted, especially in developed countries, on the ethical dimensions of surrogate advertising, (Zanot and Pincus, 1983; Hunt and Vitel, 1986). Few studies have been carried out to measure the effectiveness of surrogate advertising by products such as liquor and tobacco. But these studies were conducted in countries where the advertising of such products is not banned. Surrogate advertising is a fairly recent phenomenon emerging in countries where direct advertising of such products is banned completely. We begin by examining the impact of surrogate advertising of alcohol brands (Parulekar, 2005) on their brand equity (as defined by Keller 1993). The Government of India banned advertising of alcoholic beverages and cigarettes vide Rule 7(2) of the Cable Television Networks Rules 1999. In response, marketers of alcohol brands resorted to advertising of non-alcoholic beverages, sports gear, bottled water and a host of other alcohol-unrelated products as extensions of their alcohol brands. This form of advertising is now referred to as surrogate advertising. Brand Awareness: Brand awareness has been an important and often used construct for researchers assessing advertising and sponsorship effectiveness (e.g., Johar, Pham, Wakefield, 2006; Keller, 1993, 2003, 2008; Lardinoit Derbaix, 2001; Macdonald Sharp, 2003; Sandler Shani, 1993). Keller (1993, 2008) pointed out that brand awareness, or consumers ability to recall and recognize a brand from memory, is an important factor in the consumer decision-making process. For example, it is important that consumers are able to retrieve the name of the brand when they think of a particular product category. Brand Awareness consists of brand recall and brand recognition and brand recall can be further divided into aided recall and unaided recall (Zinkhan, Locander Leigh 1986). Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition (Leigh Menon, 1986). Brand Recognition reflects the ability of a consumer to see a particular brand as an established brand and not as a brand which they are seeing for the first time. Brand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or some other type of probe as a cue. Brand recognition reflects the ability of consumers to confirm prior exposure to the brand (Miladian, Hossein, and K. Nagendra Badu., 2009). In addition, brand aw areness is important as it alone can affect consumers decisions about brands in a consideration set (Keller, 1993). This is especially true for low-involvement products (e.g., soap) as consumers are likely to minimize their decision-making efforts (Keller, 1993, 2008). Consumers attempt to save time and cognitive effort, by selecting a brand they know (Macdonald Sharp, 2003) or with which they are familiar (Aaker, 1991). Brand Image: Brand image is variously defined as the set of beliefs held about a particular brand (Kotler, 1988, p. 197) or a set of associations, usually organized in some meaningful way (Aaker, 1992, pp. 109-10).The second school, variously termed the brand image school, (Joyce, 1967; Ogilvy, 1963), humanistic advertising (Lannon and Cooper, 1983) and right-hand side of brain approach (McDonald, 1992) has at its core a more symbolic, intuitive and emotional view of products and advertising in the scheme of consumer decision making. Brand Image is the overall perception of a product which the consumers have. It is basically the kind of association which they develop between the product attributes (existing as well the non-existing but desired) and the brand name. Brand Image is built through a period of time and advertisement plays a large role in this. Brand Awareness and Brand Image: Brand awareness is also a necessary step for creating an association with the image of a brand. Without awareness of a brand, no other form of communication effects (e.g., brand attitude, brand images, and brand experience) can occur (Aaker, 1991; Keller, 1993, 2003, 2008; Macdonald Sharp, 2003). Keller (1993, 2003, 2008) explained that in addition to brand awareness, these effects comprise brand knowledge and they serve as the source of brand equity . Brand awareness and brand preference will affect the core brand image (Shwu-Ing Wu Chen-Lien Lo. 2009) and is positively related to core-brand attitude (Kardes and Kalyanaram,1992; Alpert and Kamins, 1995). Various theories on advertising and strategy have stated the positive brand awareness will lead to heightened brand image. This is a part of the well established Communication Strategy (Percy, Larry, Rossiter, John R., Elliott, Richard, Strategic Advertising Management, 2001). Four communication effects have been discussed in the work of Rossiter and Percy, and it will be from these effects that the following communication objectives were drawn: category need,brandawareness,brandimage builfing, andbrand purchase intention. Category need refers to the target audiences feeling that they would like a particular product or service in order to satisfy a specific need. It is important to remember here that category need is a perception, and therefore it can be established by the advertiser. By successfully establishing a belief in the target audiences mind that links the product category and a felt need, the advertiser can stimulate primary demand for the product category. Category need is the communication effect that causes primary demand. Brand awareness is the target audiences ability to identify a brand within a category in sufficient detail to purchase or use it. We have already seen that at the product category level consumers will not buy unless there is a perceived category need. At the brand level, consumers cannot buy unless they are first made aware of the brand. As a result, brand awareness must always be considered first, before any other communication effect. Hence we propose the following hypothesis: H1: Brand Awareness and Brand Image are positively related. Surrogate Advertising and Brand Awareness, Brand Image: The cue actually used by the consumer in place of another to evaluate alternatives may be called a surrogate indicator (Cohen, 1972). Brand awareness has been one of the most important ways of assessing the success of any marketing campaign. The available research literature on Brand awareness explores a variety of issues like factors affecting Brand Awareness of Virtual Advertising (Tsuji, Bennet Leigh, 2009), study on Brand Awareness towards common Hair Shampoo brands (Kathuria Jit, 2009). Therefore, the impact of marketing and advertising campaigns on Brand Awareness has already been studied by various researchers. Although cognitive awareness of Brands has been measured effectively to determine the strength of marketing and advertising campaigns, the effect of surrogate advertising on Brand Awareness has not been explored in developing countries. A research paper measuring this becomes all the more significant because a lot of industries like liquor and tobacco have resorted to advertising their products via this method in India. A few examples of such Brands could be Kingfisher, Bacardi etc. A research paper which attempts to explore this territory is Consumer Psychographics and Surrogate Advertising: An application of multiple discriminant analysis (Sharma Chander, 2007), but this paper too falls short on measuring the impact of surrogate advertising on Brand Awareness levels. Keeping the deficiencies in the existing literature in mind we attempt to study the impact of surrogate advertising on Brand Awareness. We went through literature to examine the effect of advertising on brand image. The function of advertising is to create the symbolism and imagery around the product which will result in a relationship between the brand and the consumer. The consumer is seen as active, knowledgeable, sophisticated and involved in the process of giving meaning to brands. Brand choice is based on emotional and intuitive feelings about brands, their images and meanings for consumers and how these brands satisfy consumer needs and seem to fit into the consumers relationship with his/her world. Based on the literature, we have arrived at 2 main functions of advertising on brand image. The first function is largely informational in character in that performance specifications of the brand are presented. The second function is to imbue the brand with human-like rather than mechanistic performance-oriented values. Brand image is the perception which the consumer holds of the product and its attributes (Cohen, 1972). Essentially perception is built through environmental cues and it is here that surrogate indicators through advertisements can play a very important role. The consumer often lacks complete information about the products and to fill this gap surrogate indicators play a crucial role. For eg: price can be seen as factor determining quality. The customer is dependent on these even more when he/she has not used the product before and in such cases perception of the product plays an even more important role. Similarly there are various indicators which effect the perception which the consumer builds. Some of these are colour (Kingfisher Beer uses red colour for its bottles and the same can be found on the drinking water bottles as well), symbols and endorsements which are shown in the advertisements. When the consumer cannot make use of proper evaluative criteria to compare and select br ands, it is these cues which then guide him to make his perception. We were able to site numerous research papers on the ethical aspect of surrogate advertising for alcohol and tobacco in India but hardly any on the relation between surrogate advertising and the corresponding brand awareness and brand image. This is used as a strategy to advertise products like liquor or tobaccoà ¢Ã¢â€š ¬Ã¢â‚¬ the advertisement of which otherwise, is banned in our country (Sharma Chander, 2007). It relates to advertising by duplicating the brand image of one product extensively to promote another product of the same brand. When consumers look at these advertisements, they associate these with banned products. Hence, such products are indirectly advertised, and therefore, influence their behaviour. There is no doubt that the hidden call for alcohol consumption behind the surrogate advertisements is not escaping the eyes of viewers of the worlds fourth highest liquor consuming country. Their paper discusses the psychographics of the target audience since they are th e final evaluators of advertising. The implications thus, are left for the advertisers to modify and redesign their advertising strategies in accordance to the consumer psychographics, so that they can find a way out which is more ethical and positive for the society or their target market rather than resorting to surrogate advertising. A significant negative impact on the brand awareness level and brand association set was found for 4 out of the 6 alcohol brands evaluated (Parulekar, 2005). The common factor for these 4 brands was that they were non-beverage extensions. The author concludes that the extent of dilution of brand equity is a function of prior brand exposure, the surrogate category chosen and articulation of advertising for the surrogate product. This suggests that surrogate advertising has two effects on the mind of the consumer. First, it dilutes the recall of the actual product and focuses the consumers attention on the surrogate product (for eg. Consumers attention might get diverted to Kingfisher Mineral Water which is the surrogate product from Kingfisher Beer, which is the actual product the UB Group is trying to advertise). Secondly, as stated above, this may lead to ethical implications where certain consumers think it is unethical for companies to adopt this strategy and lead to weakening the relationship between brand awareness and brand image. This leads to our second hypothesis: H2: Post exposure to Surrogate Advertising, the relationship between Brand Awareness and Brand Image would get weakened. Model: The objective of the research is to study the effect of Surrogate Advertising done by Kingfisher on the relationships between Brand Attitude, Brand Image and Brand Awareness of Kingfisher. The above model has been proposed for the same. The independent variable (IV) is Brand Awareness, which will be used to gauge its effect on the dependent variables (DV) Brand Image and Brand Attitude.The moderating variable is surrogate advertising. Brand Attitude: Brand attitudes are defined as consumers overall evaluations of a brand (Wilkie, 1986). Brand attitudes are important because they often form the basis for consumer behaviour (e.g., brand choice). A widely accepted approach to capture brand attitude is based on a multi-attribute formulation in which brand attitudes are a function of the associated attributes and benefits that are salient for the brand. Fishbein and Ajzen (1975; Ajzen and Fishbein, 1980) proposed what has been probably the most influential multi-attribute model to marketing (Bettman, 1986). This expectancy-value model views attitudes as a multiplicative function of (1) the salient beliefs a consumer has about the product or service (i.e., the extent to which consumers think the brand has certain attributes or benefits) and (2) the evaluative judgment of those beliefs (i.e., how good or bad it is that the brand has those attributes or benefits). Attributes are those descriptive features that characterize a product or service-what a consumer thinks the product or service is or has and what is involved with its purchase or consumption. Product-related attributes are defined as the ingredients necessary for performing the product or service function sought by consumers. Hence, they relate to a products physical composition or a services requirements. Product-related attributes vary by product or service category. Non-product-related attributes are defined as external aspects of the product or service that relate to its purchase or consumption. The four main types of non-product-related attributes are: Price information. Packaging or product appearance information. User imagery (i.e., what type of person uses the product or service). Usage imagery (i.e., where and in what types of situations the product or service is used). Benefits are the personal value consumers attach to the product or service attributes-that is, what consumers think the product or service can do for them. Benefits can be further distinguished into three categories according to the underlying motivations to which they relate (Park, Jaworski, and Maclnnis 1986): functional benefits. experiential benefits. symbolic benefits. Brand Image and Brand Attitude: Whatever be the brandattitudestrategy, it must be associated with and preceded by first building the right brand image. As a type of brand association, brand image should have a direct effect on brand attitude (Faircloth, Capella, Alford, 2001), which, it has been noted, includes the consumers perceptions of all associations (e.g., Aaker 1991; Keller 1993). There is a positive direct influence of brand attitude on brand image. Thus, brand attitude has a direct effect on brand image which has been established by the above research paper. This research considered that brand attitude is a type of brand association, and therefore, should also indirectly influence brand equity through the brand image construct. Wilkie (1986) and Keller (1993) indicated that a consumers attitude towards a core-brand referred to the consumers overall evaluation of that core-brand, and forms the basis for consumer behavior towards that brand. There are numerous studies indicating that the accumulation of brand image and use experience is key determinant of attitude towards core-brand attitude (Carpenter and Nakamoto, 1989; Kardes and Kalynaram, 1992; Alpert and Kamins, 1995; Martinez and Chernatony, 2004; Ghen and Liu, 2004). This indicates that core-brand attitude can be influenced by core-brand image and use experience of core-brand that are as follows. Hence, we propose our third hypothesis: H3: Brand Image and Brand Attitude are directly, positively related. Advertising and Brand Image, Brand Attitude: Brand Extension is a strategy used by most companies to leverage an existing brand name for other products (Serrao Botelho, 2008). Kingfishers packaged drinking water is an example of brand extension. The effect of brand extension on brand image of the original product has been studied by in the above mentioned paper. Brand Image is essentially the set of perceptions which a potential consumer hold of the product attributes. Stronger is this set of perceptions, stronger is the brand image. Now brand extension can have both effects on the brand image of the initial product. It might go on to dilute it in case the extended brand is not able to meet the expectations or it can also reinforce it. In our case where advertisements of liquor are banned, surrogate advertisements can be the sole medium of building more information about the product and hence can strengthen the brand image. This leads to our last hypothesis: H4: Post exposure to Surrogate advertising, the relationship between Brand Image and Brand Attitude will be strengthened. Gap in Literature: The Literature Review has helped us in understanding the various factors that are to be considered in analyzing the effectiveness of surrogate advertising, i.e. the literature aided us in defining the variables of our study. While the various research papers provided above have studied extensively about the impact of surrogate advertising in countries where these advertisements are not banned i.e. mostly developed countries, little work has been done to in this field in developing countries like India where liquor and tobacco are major industries and surrogate advertising is banned. Thus this research will help in understanding the effectiveness of surrogate advertising on the Indian consumers. Although Jamshedpur is being taken as a representative sample for this study which has its distinct demographics and lifestyle, our objective is to get statistically significant results which could be extrapolated to states in India and developing countries across the world with similar charac teristics. Operationalizing and Measuring variables for study: Brand Awareness: Researchers have assessed brand awareness through the use of recall and recognition scales, which test the ability of consumers to remember advertising from memory. In the paper Dimensional Relationships Aided recall and recognition (Zinkhan, Locander Leigh 1986) it was determined that cued recall is less demanding for the consumer because they are provided cues to access the appropriate memory trace. Recognition is much easier than the previous two methods in that target items are presented along with one or more distractor items to the respondents (Leigh Menon, 1986).Therefore, recognition is solely dependent upon ones ability to discriminate the correct items from the distracters. According to this literature, in an advertising recognition test, there are two possible responses (i.e., yesor no) to two types of advertising stimulus (i.e., real or distractor), which create four possible outcomes. First, a hit is recorded when an individual responds,yes to real advertising. If, however, one fails to recognize the real ad, the response is called a miss. Another incorrect judgment by a respondent is false alarm in which the subject answers yes to a bogus advertising stimulus. Finally, a correct rejection occurs when the subject says no to a distractor. Further analyses of recognition tests mainly use the hit rate (H) and the falsealarm rate (FA) for adjustments and corrections (Leigh Menon, 1986). A hit rate is calculated by the ratio of targets correctly chosen (Tc) to the total number of target stimuli available (T), whereas the false-alarm rate is the ratio of incorrectly chosen items (Dc) to the total number of distractor items included in the test (D) (Leigh Menon, 1986). For instance, a hit rate of 1.0 denotes that the respondent correctly selected all target stimuli in the test set. However, a hit rate of 1.0 would not be a brilliant score unless his or her false-alarm rate is also low. Scores of both 1.0 on both hit rates and false-alarm rates imply that the subject answered yes to all items. When one has a same score on both hit rate and false-alarm rate (i.e., H = 0.3, FA = 0.3), it implies that the responses occurred by chance. Therefore, a researcher seeks high hit rates and low false-alarm rates from respondents. Recognition tests are criticized for their failure to account for respondents errors. Shapiro (Shapiro, 1994) argued that recognition studies that use only the correct number of responses would be unable to completely understand the human recognition process. He noted that research that merely counts the number of correct responses may incorrectly conclude that recognition memory is substantial, when, in reality, it was changes in judgment about memory. He put forward the argument that a simple measure of hit rate (H) minus false-alarm rate (FA) would suffice. In our study, this formula will be referred to as corrected hit rate or HC. HC = Hà ¢Ã¢â€š ¬Ã¢â‚¬ FA According to Keller (Keller, 1993) Brand Awareness refers to customers ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. For the purpose of our research we have that Brand Recall and Brand Recognition lead to Brand Awareness. Brand Recall: The extent to which a brand is recalled as a member of a product class and is distinct from brand recognition. Brand recall is to an extent measured by the degree of unaided recall. For eg, a person can be asked to recall the names of cigarettes or beer brands he may know. Researchers have found that brand recall is the sum of unaided and aided recall.The extent to which a brand is remembered when pointed is called aided recall. An example of such a question is What is Kingfisher famous for brand. For brand exposure companies look for high degree of unaided recall with respect to their competitors. The top of the mind recalled brand is the first to be evaluated in consumers mind for purchase. For the purposes of our research Brand Recall is being measured through the Likert Scale. Measures: Please name all the brands of beer you can think off. Please name all the brands of beer you can think of that you would bring to a youth party. We realize that it is not only important to measure the depth of recall (the percentage of people who know about the brand) but also the width of recall (the cues that lead to brand recall), which in our case is the kind of surrogate advertising which helps the consumers recall the brand. Typical cues would be: Subcategories. Consumption occasions / goal ( beer you would like to take for a beach-party ). Places (available in super-markets, bars etc.). People ( drink alone, in a group ). Brand Recognition: Brand Recognition reflects the ability of a consumer to see a particular brand as an established brand and not as a brand which they are seeing for the first time. In a recognition task consumers see stimulus ( e.g. mineral water bottle of Kingfisher ) and must say whether they have seen it before. Here it is important to make the task as realistic as possible by allowing only a short amount of time to answer the recognition question and by using realistic stimuli and context. The experimental group and control group are exposed to different stimuli (e.g. competitors brand). In the next step people see the old stimuli again with new ones and are asked to decide if the stimulus is old or new. To correct for peoples tendency to guess ( to say that they recognize when in fact they are uncertain ) one can compute a score called d-Prime score (HR-FA), Where, HR : Percentage of respondent who correctly identify the target stimulus: FA : Percentage of respondents who incorrect identify a new stimulus which has not been shown before. The following questions could be asked: Here is a list of (brand/ads/logos), do you remember seeing these today, yesterday, last month etc. Complete the following: K_NG_ISH_R, B_C_RD_ etc. Brand Image: Brand Image is the overall perception of a product which the consumers have. It is basically the kind of association which they develop between the product attributes (existing as well the non-existing but desired) and the brand name. Brand Image is built through a period of time and advertisement plays a large role in this. Whenever an advertisement is made, a company makes certain claims about the attributes of the product. This forms part of the expectations which potential customers generate and a positive relation between these expectations and the actual product helps build a strong brand image. Measuring Brand Image: Brand Image can be measured on 2 aspects, General Brand Image(GBI) which is associated with the brand in consideration and its symbolic aspects and Product Brand Image(PBI) which specifically relate to the physical attributes ,functional, emotional and self-expression benefits of the product (Martinez; Chernatony, 2004). Since we are considering brand image through surrogate advertisements it makes more sense to consider the GBI since physical attributes cannot be gauged through this form of advertisements. We propose to use Likert 7 points scale varying from à ¢Ã¢â€š ¬Ã¢â‚¬ ¢ completely agree à ¢Ã¢â€š ¬Ã¢â‚¬ ¢ to completely disagree for measuring the GBI on the following items (Martinez; Chernatony, 2004): This brand provides a good value for money. There is a reason to buy the brand instead of others. The brand has personality. The brand is interesting. I have a clear impression of the type of people who consume the brand. This brand is different from competing brands. Brand Attitude: Brand attitude can be viewed as the understanding a person has in terms of how they evaluate a particular brand and its ability to satisfy what the consumer is looking for in the product. There are four important characteristics about brand attitude that we need to understand. First of all, brand attitude depends upon what the potential buyer wants now from the product, which is the motivation that drives someones behaviour. Second, brand attitude is made up of what someone knows about a brand (cognitions or beliefs) and what they feel about the brand (affect or feelings). Thirdly, someones knowledge is usually made up of a number of different beliefs about a brand. And finally, brand attitude is a relative concept. Scale: Again a 7 point likert scale was used from 1 to 7 where 1=very and 7=not at all (Kathleen J. Kelly, Michael D. Slater, and David Karan,2002). Extent to which the brand is appealing. Extent to which the brand is cool. Extent to which the brand is In -Style. Extent to which the brand is likeable. Method: Participants (n = 110) were people aged between 24 to 40 years across India. People were administered a questionnaire to assess brand awareness. Since brand awareness consists of brand recall and brand recognition, both these aspects were measured using this questionnaire. Brand recall consists of unaided and aided brand recall. Unaided brand recall was measured by showing the respondents a set of 30 advertising images of various beer brands. Then they were asked the question as to which brands do they recall on the prompt. Images of surrogate ads of kingfisher were mixed with a few distracters of beer ads images like Fosters. Every time the respondent mentioned a kingfisher ad which was there in the images we recorded it as a hit (H). However every time he recalled an advertisement which was not there we recorded as a false alarm (FA). When the respondent mentioned an ad which was in the images but it was not Kingfishers we gave it zero weight age. Combining the hits and the false a larms of the respondent, the corrected hit rate (HC) was calculated as HC = H-FA for each respondent. The similar procedure was repeated for all the 110 respondents. To measure aided recall the respondents were prompted with a 10 options of images to choose from in which there were a few distracters as well which were not there in the original set of images. To measure the hits every time the respondent marked the option which was there in the original set of images we recorded it as a hit and every time the respondent marked an ad which was not there in the original set of images, it was recorded as a false alarm. However every time the respondent marked an option which was there in the images we gave it zero weight age. To measure brand recognition we blurred the images of certain surrogate ads of Kingfisher along with a few distracters and asked the respondent if he could recognise the ads. Every correct recognition of a kingfisher ad was recorded as a hit while every incorrect r ecognition was recorded as a false alarm. However, every correct recognition of a distracter was given no weight age. A few of the images shown to the respondents are as follows: The questions for the brand attitude and brand image scales have already been mentioned above. They were administered twice, one before and once after the respondent was exposed to the external stimuli (surrogate ad). The sum of each scale was taken and a linear regression was run to find the significant values and check for hypothesis. Research Design Respondents: 110 respondents aged between 24 to 40 years across India. Data collection: For the purposes of administering the questionnaire we had short one to one interactions with the respondents. Further online questionnaires were floated to target students and working professionals. Control of extraneous variables: Since most part of the research was done through an online survey, there was little scope to control the effect of extraneous variables. Ideally, the study should have been conducted in a controlled environment wherein each respondent was exposed to the external stimuli in the same setting and environment, but due to resource constrains this could not be done. Results and Analysis: We intend to study the relation between brand awareness and brand image; and brand image and brand attitude and the effect of surrogate advertising on these relationships, before and after the application of external stimuli. Brand AwarenessÃÆ'  Brand Image: Brand Image ÃÆ'  Brand Attitude: Now we ran regression for both the equations (before and after the participants saw the surrogate advertisement advertisement video) and the significance was observed. Next the standardized Beta coefficient was compared before and the video to establish the effect of the video. Relationship: Beta (Standardized): The level of significance is greater 95% for Eqn. 1 in both the cases (pre and post exposure to stimuli), with a positive standardized beta which means that there exists a positive relationship between brand awareness and brand image. Hence our hypothesis (hypothesis 1) has been proved. Brand awareness and brand image are positively related. In the case of Eqn. 1, the value of the standardized coefficient, Beta, has decreased post exposure to external stimuli, which means that the relationship between brand awareness and brand image actually weakened after the respondent is exposed to the external stimuli. Hence our hypothesis (hypothesis 2) has been proved. Post exposure to Surrogate Advertising, the relationship between Brand Awareness and Brand Image would get weakened. The level of significance is greater 95% for Eqn. 2 in both the cases (pre and post exposure to stimuli), with a positive standardized beta which means that there exists a positive relationship between brand image and brand attitude. Hence our hypothesis (hypothesis 3) has been proved. Brand image and brand attitude are positively related. In the case of Eqn. 2, the value of the standardized coefficient, Beta, has increases post exposure to external stimuli, which means that the relationship between brand awareness and brand image actually weakened after the respondent is exposed to the external stimuli. Hence our hypothesis (hypothesis 4) has been proved. Post exposure to Surrogate Advertising, the relationship between Brand Image and Brand Awareness would get strengthened. The reasons for a slightly lower alpha coefficient could be: The scale proposed for measuring brand image comprised of General Brand Image and Product Brand Image scales. However as Product Brand Image Scale consisted of specific product attributes which cannot be gauged through surrogate advertisements we took only the General Brand Image items for measuring the brand image. This could be one of the reasons for lower value Cronbachs alpha coefficient for brand image. Adaptation of the scales to Indian context. Low control on extraneous variables. Likely implications: Our research could be of benefit to various liquor and tobacco companies in India to help in marketing and advertising and also to the various regulatory bodies. Ethical Implications- Surrogate advertisements are a debatable topic especially considering the fact that direct advertisements of liquor and tobacco is banned in India. If it is established that these form of advertisements actually increase the brand image and thereby resulting in increased sales then the whole purpose of banning the direct advertisements is defeated. Commercial Implications- However if the government still wishes to allow surrogate advertisements then even other companies can find this model useful. Limitations: The study is mostly conducted in Jamshedpur which is not a very big city. Beer consumption itself is low compared to metropolitan cities and choices of people may be influenced more by local brands than by established ones due to cheaper prices. Therefore even if surrogate advertisements are actually helpful in building a better brand image and awareness it might not get reflected in a city like Jamshedpur. For measuring brand awareness a large number of sample images need to be shown to the respondents under controlled conditions. Since the respondents responded to the questionnaire independently and not in a group extraneous variable like noise, light etc. could not be controlled for the lack of time and resources in carrying out the research. Scope for future research Evidently, there is a lot of scope in the field of surrogate advertising and its direct impact on brand image, brand attitude and brand awareness relationships. Future research can be expanded to larger cities and more quantifiable parameters like total sales volume can be used to determine the effectiveness of surrogate advertisements. Also, if brand awareness is measured overcoming the limitations mentioned above possible mediation of brand image leading to increased brand image through increased brand awareness on exposure to surrogate advertisements can be established. Effect of Surrogate Advertising on the Relationship between Brand Awareness, Brand Image Brand Attitude.

Australian Healthcare Funding - 1367 Words

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The Hunters Moonsong Chapter Seventeen Free Essays

â€Å"That was amazing! Seriously,† Bonnie said happily, skipping along with her hand in Zander’s. â€Å"I am, like, the Queen of Quarters. Who knew I had this hidden talent?† Laughing, Zander threw his arm around her shoulders and pul ed her closer. We will write a custom essay sample on The Hunters: Moonsong Chapter Seventeen or any similar topic only for you Order Now â€Å"You are pretty awesome,† he agreed. â€Å"Drinking games, visions, astrology. Any other skil s I should know about?† Snuggling against him, Bonnie frowned in mock concentration. â€Å"Not that I can think of. Just be aware of my general wonderfulness.† His T-shirt was soft and worn, and Bonnie tilted her head a bit to rest her cheek against it. â€Å"I’m glad we got our friends together,† she said. â€Å"I thought Marcus and Meredith real y hit it off, didn’t you? Not romantical y, at al , which is good since Meredith has a super-serious boyfriend, but it was like they shared the same secret jock language. Maybe we can al hang out in a group again sometime.† â€Å"Yeah, Meredith and Marcus real y bonded over their workouts,† Zander agreed, but there was a hesitation in his voice that made Bonnie stop walking and peer up at him sharply. â€Å"Didn’t you like my friends?† she asked, hurt. She and Meredith and Elena had always had what they privately cal ed a â€Å"velociraptor sisterhood.† Cross one of them and the other two would close in to protect her. Zander had to like them. â€Å"No, I liked them a lot,† Zander assured her. He hesitated, then added, â€Å"Elena seemed kind of †¦ uncomfortable, though. Maybe we’re not the kind of people she likes?† Bonnie stiffened. â€Å"Are you cal ing my best friend a snob?† she asked. Zander stroked her back appeasingly. â€Å"Sort of, I guess. I mean, nice, but just kind of a snob. The nicest kind of snob. I just want her to like me.† â€Å"She’s not a snob,† Bonnie said indignantly. â€Å"And even if she was, she’s got a lot to be a snob about. She’s beautiful and smart and one of the best friends I’ve ever had. I’d do anything for her. And she’d do anything for me, too. So it doesn’t matter if she’s a snob,† she concluded, glaring at him. â€Å"Come here,† Zander said. They were near the music building, and he pul ed her into the lit alcove by the front door. â€Å"Sit with me?† he asked, settling on the brick steps and tugging her hand. Bonnie sat down, but she was determined not to snuggle up to him again. Instead, she kept a distance between them and stared stubbornly out at the night, her jaw firmly set. â€Å"Listen, Bonnie,† Zander said, pushing a long strawberry blonde curl out of her eyes. â€Å"I’l get to know Elena better, and I’m sure I’l like her. I’l get her to like me, too. You know why I’m going to get to know her better?† â€Å"No, why?† said Bonnie, reluctantly looking at him. â€Å"Because I want to know you better. I’m planning on spending a lot of time with you, Bonnie McCul ough.† He nudged her gently with his shoulder, and Bonnie melted. Zander’s eyes were so blue, blue like morning on the very first day of summer vacation. There was intel igence and laughter with just a touch of a wild longing in them. He leaned in closer, and Bonnie was sure he was about to kiss her, their first kiss at last. She tilted her head back to meet his lips, her eyelashes fluttering closed. After a moment of waiting for a kiss that didn’t come, she sat up again and opened her eyes. Zander was staring past her, out into the darkness of the campus, frowning. Bonnie cleared her throat. â€Å"Oh,† he said, â€Å"sorry, Bonnie, I got distracted for a minute.† â€Å"Distracted?† Bonnie echoed indignantly. â€Å"What do you mean you – â€Å" â€Å"Hang on a sec.† Zander put a finger to her lips, shushing her. â€Å"Do you hear something?† Bonnie asked, uneasy tingles creeping up her back. Zander got to his feet. â€Å"Sorry, I just remembered something I have to do. I’l catch up with you later, okay?† With a halfhearted wave, not even looking at Bonnie, he loped off into the darkness. Bonnie’s mouth dropped open. â€Å"Wait!† she said, scrambling to her feet. â€Å"Are you just going to leave me here† – Zander was gone – â€Å"alone?† she finished in a tiny voice. Great. Bonnie walked out to the middle of the path, looked around, and waited a minute to see if there was any sign of Zander coming back. But there was no one in sight. She couldn’t even hear his footsteps anymore. There were pools of light beneath the street lamps on the path, but they didn’t reach very far. A breeze rustled the leaves of the trees on the quad, and Bonnie shivered. No sense in standing here, Bonnie thought, and she started walking. For the first few steps down the path toward her dorm, Bonnie was real y angry, hot and humiliated. How could Zander have been such a flake? How could he leave her al alone in the middle of the night, especial y after al the attacks and disappearances on campus? She kicked viciously at a pebble in her path. A few steps further on, Bonnie stopped being so angry. She was too scared; the fear was pushing the anger out of her. She should have headed back to the dorm when Meredith and Elena did, but she’d assured them, gaily, that Zander would walk her back. How could he have just left her? She wrapped her arms around herself tightly and went as fast as she could without actual y running, her stupid high-heeled going-out-dancing shoes pinching and making the bal s of her feet ache. It was real y late; most of the other people who lived on campus must be tucked into their beds by now. The silence was unsettling. When the footsteps began behind her, it was even worse. She wasn’t sure she was real y hearing them at first. Gradual y, she became aware of a faint, quick padding in the distance, someone moving lightly and fast. She paused and listened, and the footsteps grew louder and faster stil . Someone was running toward her. Bonnie sped up, stumbling over her feet in her haste. Her shoes skidded on a loose stone in the path and she fel , catching herself on her hands and one knee. The impact stung sharply enough to bring tears to her eyes, but she kicked off her shoes, not caring that she was leaving them behind. She scrambled up and ran faster. The footsteps of her pursuer were louder now, starting to catch up. Their rhythm was strange: loud periodic footfal s with quicker, lighter beats in between. Bonnie realized with horror that there was more than one person chasing her. Her foot skidded again, and she barely caught her balance, staggering sideways a few steps to keep from fal ing, losing more ground. A heavy hand fel on Bonnie’s shoulder, and she screamed and whipped around, her fists raised in a desperate bid to defend herself. â€Å"Bonnie!† Meredith gasped, clutching Bonnie’s shoulders. â€Å"What are you doing out here by yourself?† Samantha came up beside them, carrying Bonnie’s shoes, and doubled over, panting for breath. â€Å"You are way too fast for me, Meredith,† she said. Bonnie swal owed a sob of relief. Now that she was safe, she felt like sitting down and having hysterics. â€Å"You scared me,† she said. Meredith looked furious. â€Å"Remember how we promised to stick together?† Meredith’s gray eyes were stormy. â€Å"You were supposed to stay with Zander until you got home safely.† Bonnie, about to respond heatedly that it hadn’t been her choice to be out here alone, suddenly closed her mouth and nodded. If Meredith knew that Zander had left Bonnie out here by herself, she would never, never forgive him. And Bonnie was mad at Zander for leaving her, but she wasn’t quite that mad, not mad enough to turn Meredith against him. Maybe he had an explanation. And she stil wanted that kiss. â€Å"I’m sorry,† Bonnie said abjectly, staring down at her feet. â€Å"You’re right, I should have known better.† Mol ified, Meredith swung an arm over Bonnie’s shoulders. Samantha silently handed Bonnie her shoes, and Bonnie pul ed them back on. â€Å"Let’s walk Samantha back to her dorm, and then we’l go home together,† she said forgivingly. â€Å"You’l be okay with us.† Around the corner from her room, Elena sagged and leaned against the hal way wal for a moment. It had been a long, long night. There had been drinks, and dancing with the huge shaggy-haired Spencer who, as Samantha had warned her, did try to pick Elena up and swing her around. Things got loud and aggravating, and the whole time, her heart hurt. She wasn’t sure she wanted to navigate the world without Stefan. It’s just for now, she told herself, straightening up and plodding around the corner. â€Å"Hel o, princess,† said Damon. Elena stiffened in shock. Lounging on the floor in front of her door, Damon somehow managed to look sleek and perfectly poised in what would have been an awkward position for anyone else. As she recovered from the shock of his being there at al , Elena was surprised by the burst of joy that rose up in her chest at the sight of him. Trying to ignore that happy little hop inside her, she said flatly, â€Å"I told you I didn’t want to see you for a while, Damon.† Damon shrugged and rose graceful y to his feet. â€Å"Darling, I’m not here to plead for your hand.† His eyes lingered on her mouth for a moment, but then he went on in a dry and detached tone. â€Å"I’m just checking in on you and the little redbird, making sure you haven’t disappeared with whatever’s gone sour on this campus.† â€Å"We’re fine,† Elena said shortly. â€Å"Here I am, and Bonnie’s new boyfriend is walking her home.† â€Å"New boyfriend?† Damon asked, raising one eyebrow. He’d always had – something – some connection with Bonnie, Elena knew, and she guessed his ego might not be thril ed to have her moving past the little crush she’d focused on him. â€Å"And how did you get home?† Damon asked acidly. â€Å"I notice you haven’t picked up a new boyfriend to protect you. Not yet, anyway.† Elena flushed and bit her lip but refused to rise to the bait. â€Å"Meredith just left to patrol around campus. I notice you didn’t ask about her. Don’t you want to make sure she’s safe?† Damon snorted. â€Å"I pity any ghoul that goes after that one,† he said, sounding more admiring than anything else. â€Å"Can I come in? Note that I’m being courteous again, waiting for you out here in this dingy hal way instead of comfortably on your bed.† â€Å"You can come in for a minute,† Elena said grudgingly, and opened her bag to rummage for her keys. Oh. She felt a sudden pang of heartache. At the top of her bag, rather crushed and wilted now, was the daisy she’d found outside her door at the beginning of the evening. She touched it gently, reluctant to push it aside in the hunt for her keys. â€Å"A daisy,† said Damon dryly. â€Å"Very sweet. You don’t seem to be taking much care of it, though.† Purposely ignoring him, Elena grabbed her keys and snapped the bag shut. â€Å"So you think the disappearances and attacks are because of ghouls? Do you mean something supernatural?† she asked, unlocking the door. â€Å"What did you find out, Damon?† Shrugging, Damon fol owed her into the room. â€Å"Nothing,† he answered grimly. â€Å"But I certainly don’t think the missing kids just freaked out and went home or to Daytona Beach or something. I think you need to be careful.† Elena sat down on her bed, drew her knees up, and rested her chin on them. â€Å"Have you used your Power to try to figure out what’s going on?† she asked. â€Å"Meredith said she would ask you.† Damon sat down next to her and sighed. â€Å"Beloved, as little as I like to admit it, even my Power has limits,† he said. â€Å"If someone is much stronger than me, like Klaus was, he can hide himself. If someone is much weaker, he doesn’t usual y make enough of an impression for me to find him unless I already know who he is. And for some ridiculous reason† – he scowled – â€Å"I can never sense werewolves at al .† â€Å"So you can’t help?† Elena said, dismayed. â€Å"Oh, I didn’t say that,† Damon said. He touched a loose strand of Elena’s golden hair with one long finger. â€Å"Pretty,† he said absently. â€Å"I like your hair pul ed back like this.† She twitched away from him, and he dropped his hand. â€Å"I’m looking into it,† he went on, his eyes gleaming. â€Å"I haven’t had a good hunt in far too long.† Elena wasn’t sure that she ought to find this comforting, but she did, in a kind of scary way. â€Å"You’l be relentless, then?† she asked, a little chil going through her, and he nodded, his long black lashes half veiling his eyes. She was so sleepy and felt happier now that she’d seen Damon, although she knew she shouldn’t have let him in. She missed him, too. â€Å"You had better go,† she said, yawning. â€Å"Let me know what you find out.† Damon stood, hesitating by the end of her bed. â€Å"I don’t like leaving you alone here,† he said. â€Å"Not with everything that’s been happening. Where are those friends of yours?† â€Å"They’l be here,† Elena said. Something generous in her made her add, â€Å"But if you’re that worried, you can sleep here if you want.† She’d missed him, she had, and he was being a perfect gentleman. And she had to admit, she would feel safer with him there. â€Å"I can?† Damon quirked a wicked eyebrow. â€Å"On the floor,† Elena said firmly. â€Å"I’m sure Bonnie and Meredith wil be glad for your protection, too.† It was a lie. While Bonnie would be thril ed to see him, there was a decent chance Meredith would kick him on purpose as she crossed the room. She might even put on special pointy-toed boots to do it. Elena got up and pul ed down a spare blanket from her closet for him, then headed off to brush her teeth and change. When she came back, al ready for bed, he was lying on the floor, wrapped in the blanket. His eyes lingered for a minute on the curve of her neck leading down to her lacy white nightgown, but he didn’t say anything. Elena climbed into bed and turned out the light. â€Å"Good night, Damon,† she said. There was a soft rush of air. Then suddenly he whispered softly in her ear, â€Å"Good night, princess.† Cool lips brushed her cheek and then were gone. How to cite The Hunters: Moonsong Chapter Seventeen, Essay examples

Improving Supply Chain Performance Supply Chain Management

Question: The global supply chain is more than direct ownership of production and distribution. It is also a network of relationships with both internal and external partners. It requires establishing relationships with organisations operating under completely different political, economic, and physical environments. Based on the above statement, you are asked to choose a large enterprise, which has become over the years the cornerstone of the supply chain (e.g., Nike, Tesco, IKEA, Samsung, Ford, Apple, PG, Wal-Mart) and critically discuss: (i) how it manages to establish close coordination across the globe (including any offshoring decisions and location-specific advantages), (ii) how distinctive RD investments helped the company to increase its revenues, (iii) what are the supply chain risks and associated mitigation strategy (iv) how advanced technology means (e.g., 3D Printing, Big Data analytics or Internet of Things) help to maintain the competitive advantage. Answer: Introduction: Supply chain management is a set of advancement, which makes the most of competently incorporate suppliers, storehouse, manufacturers and supplies. The merchandise is produced and circulated at the correct time, to the right destinations and in the right amount. (Christopher 2016). Supply chain management includes all of the incorporated activities which take products to the competitive market and create satisfied customers.. Every single business fits into more than one supply chains and has a vital role in the field. To accomplish and sustain competitively, supply chain management play a significant role in any organization. It holds and links all the partners in the chain (Stadtler 2015). Supply chain umbrella consists of inventory control, warehousing, procurement, sourcing and more. Samsung group is a Korean company, which is guided by chairman Lee Kun Hee. The head quarter is in Seoul. It has a number of subsidiaries and affiliated business all over the world. The company was founded in 1938 by Lee Byung Chul as one of the trading company of that time (Jeong and Kim 2012). Samsungs subsidiaries include Samsung electronics, Samsung Heavy industries, Samsung CT and Samsung engineering. Samsung electronics is the worlds largest information technology company. Samsung heavy industries come second in the worlds largest shipbuilding. Apart from this, Samsung also has its own life insurance and it also operates the Everland which is the oldest theme park in Korea. Samsung has a strong influence on the economy of South Korea. Samsung Electronics Company is improving its fundamental approach to product, procedure and individual development by using six sigma as a tool for innovation, effectiveness and quality. Samsung sold its first product in 1971, which was a television receiver. Samsung uses quality control, product data management, supply chain management, research management as a tool for innovation. The financial benefits are also possible because of the six sigma (Yang et al. 2014). The strategic objective of six sigma is to create all the qualitative and quantitative growth and deliver the best to the shareholders. Samsung has focused in the four key areas of operations and innovation. Which consists of project discipline, sustaining the results, an establish HR framework and qualitative strength (Wisner et al. 2014). Samsungs has researched the six sigma approaches at the General Electric, DuPont and Honeywell to get an idea an idea how the other companies are performing to comparable needs (Park 2013). Design: The six sigma project usually focuses on the redesigning of the process and to improve the performance level of the accessible systems. Improvement is addressed through DMAEV (define, measure, analyze, enable and verify). Samsungs innovation not only depends on the strength of the methodologies but it also measures the organizational factors of innovation. DMAEV: DMAEV refers to define, measure, analyze, enable and verify. It is incorporated the five design of process, rule and policies of operation, roles and responsibility of the organization, measure of performance and system related to the value analysis process (Feo and Bar 2012). Principles of design: Samsung believes the innovation not only depends on the strengths of the method but on the success of DMAEV methodology (John Gattorna 2015). Global optimum: All the improved ideas should not only focus on the local goals but also look forward to the global goals. Improving a process using the six sigma, it is essential to monitor, calculate and improve the key indicators of performance. Two methods, a down flow tree of decisive quality and a bottom up confirmation of global optimization are utilized. Streamline the performance: Samsung always look forward to its performance, as it believes that performance can attract the best and valuable consumers worldwide. The company progressively incorporates the merit-based system. It also allows exceptional performers to have the best career pathway. Establish risk management system: Samsung Electronics has executed an inclusive risk management system and risk improvement tactics, which helps the company in, comprehend the risk. Cross-functional team: Samsung uses a system named Voice of business, to bring the entire in-house department closer. The job of the system is to collect all the internal requirements and prepare an accomplishment plan based upon the collective pronouncement. Since starting the business in Korea in 1969, Samsung has extended its products in more than two hundred countries worldwide. Samsung feature much of its accomplishment to the global network of the employees, the creativity and the improvement of the engine for its growth. Samsungs regional headquarter makes sure that the employee can perform according to the perspective not only locally but also around the world. The commitment to every region provides a lot of opportunity to develop exclusive localization strategies and imaginative global implementation. Samsung has always tried to design its product according to the country. Such as, USA has a increasing demand of sparkling water. Keeping that in mind the company has launched a refrigerator that dispenses the carbonate water with just touch of a single button. Location specific advantages of SamsungAfrica uses more solar energy than normal electricity; the poverty rate is also high in the country. Samsung has built a satellite enabled free TV service for the remote areas where cable connection could not reach yet. It has also introduced refrigerators, which can keep the foods fresh during the long power cuts up to eight hours. In Turkey, the rooms are very small. So the company has made 20% smaller fridges to fit the space available in the rooms. For the China and Korea, the company develops a sleek and slim design which fulfills the desire of the growing consumers (Ling li 2014). Research and Development at Samsung In the recent years, Samsung has spent billions of dollars on the research and development. According to the latest audit report the company has spent almost fourteen billion on the research and development; this is the highest amount that Samsung has ever paid for the RD (Zedtwitz and Gassmann 2013). Samsung has always tried to be innovative from its competitors. As new technologies are being constantly hitting the digital market, speed is essential to remain in this aggressive market and new markets have to lead the way constantly (Harper et al. 2013). People: The strongest part of Samsung is the team. The people who works for the company, which consists of talented engineers and researches. More than fifty thousand brilliant people work on the research and development every day. Samsung offers forty two research facilities all over the world, this teams work together on the strategic technologies for the upcoming days. The technology which has been designed by this people already forges the new market trends and set a standard for brilliance. Organization: Samsungs Research and development is built with three layers. SAIT, The Samsung Advanced Institute of Technology identifies the growth engines for the future. It also manages the security and the management of technology. All the centers are totally focused on the innovative technology which is projected to deliver the most promising future result. The job of the division product development is to commercializing the products which are scheduled to strike the market within few years. Investment: Investment is another way that the company responds to the extremely indecisive business environment and a aggressive market through the promise to the research and development. Every year Samsung invest at least a ten percent of the sales revenues in the activities of research and development. Samsung is dedicated to primary technology standardization and securing intellectual property rights. Global network: Samsung is always recognized for its global innovations. The research and development network has six centers in Korea and eighteen more in nine other countries worldwide including Japan, Africa, Israel, United States, Russia, India and more (Humpleman 2012). This development centers are always busy looking for the best local talents. It also investigates the latest technology treads in the market and brings life to the technologies that are filled with benefits. Supply chain risks The consumer electronic marketplace is aware of the aspects of the supply chain management and the risks related to it. Samsung has a unpredictable consumers with different taste and demands (Chae 2014). Supplier or distribution related delays are the main problems of the supply chain management. Samsung electronics belongs to one of those companies that spend the highest on the RD expenditure as a proportion of the revenue within the industry. There are different kinds of risks mainly with supply, demand, environmental and so on (Julian et al. 2015). Supply related risks This kind of risks can be related with unpredictable disturbance. This kind of risks can be relatively damaging (Cai et al. 2013). Political risks in the home country: It is difficult for Samsung to change the home country or lower the involvement with it. There is always a change of shutting down the production and distribution. During the early 1990s, Korea faced a political instability and unstable labor market. Most of the electronics company had to shut down their plants. The perfect way to deal with this situation is to have more plants and suppliers in different countries. Fortunately, Samsung never had to go through such bad situation as it has profit sharing and stock ownership schemes. This has helped to keep up a good relationship with the workers (Mark Millar 2015). Merging and Acquisition: There is always a threat from the competitor that they might acquire the supplier. There is also a potentiality of the increased price of the competitors. This is a strategic risk. Samsung has a very good relation with its suppliers, which helps the company in financial and technological needs. Samsungs suppliers use the same ERP network as the company. The special bonding with the suppliers makes the supply chain more efficient by dropping the possibility of miscommunication about any orders (Wisner et al. 2014). Act of god or man: Act of god or man can not only interrupt the production of the plants but also interrupt the distribution and transportation. Act of god is very common in earthquake prone areas such as Japan, China and more. The company needs to think in a strategic way about these risks. Act of man is related to terrorism, war and many more. It can happen any time in any country. Consumer electronic industries are not protected by these acts. Sometimes the combine force of man and god can damage an organization. In 2001, Attacks such as 9/11 terror attack and a sequence of typhoon has interrupted the air transportation for the South East Asian region. Capacity risk: Assuming capacity can be a problem in the consumer electronics company. Capacity can be too high or low. Both the scenario is costly due to misspelled assumption. It takes a lot of time to invest a built an organization. Sometimes the breakeven time is also numerous years away. Investing in the manufacturing plants requires much planning, attention and proper resources. Thus, addition of capacity is a planned option. Companies can reduce the excess capacity risks by making the available capacity more flexible. Samsung has a centralized capacity, which helps the company to take benefit in the economics to scale. Intellectual property risk: Most of the electronic companies outsource to the same producers used by its competitors. To keep an aggressive edge over other companies long term profits are important. Companies can mitigate the property risks by keeping some in house production under the control of the company. Samsung invests a lot in their research and development to stay ahead of its competitors. The company does not have any outsourced manufacturer for the high end products like phones, television and more. It also has a excellent relationship with the suppliers. Supplier delays: Sometimes the same supplier supplies in so many companies, that it makes it difficult for the company to manage everything at the same time. The companies can be in trouble due to the delays in suppliers. Depending on the demand, Samsung uses more than one platform in its individual plants to permit switching from one product to another. Technology related risks: The electronic industry has a lot of competition. Sometimes a large investment is required to collaborate with the competitors to lower the risk of technology differences. As Samsung invests a lot in the research, it always tries to cope up with the market with some innovating products. The company also has forged associations with numerous universities to help in the advanced information technologies. Cultural differences: Every country has different culture, it is important for the electronic companies to offer the right technology, which suits the local culture. Samsung operates a large Human resource development centre in Korea. It trains the staff to deal with the cultural conflictions of the community. System risk: A company has so many branches around the world. There is a mother system which in connecting to all of the other systems. The failure of one system can damage the other systems too. A collapse of information in the infrastructure can create a lot of damage in the networking atmosphere. Samsung uses a business recovery service system that helps in retrieving any data during the time of breakdown. Advance technology that helps the company to maintain the competitive advantage Samsung always tries to be innovative with its products. Recently they have launched OLED, Quantum dots, advanced optical film, Energy harvesting and so on. Organic Light Emitting Diodes: OLED is a light emitting technology made with thin organic films in between two metal electrodes. It is thinner and efficient than the regular LCD displays. OLED has a lot of advantages, such as it lowers the consumption of power, it is much more bright than the LCD, it has a new type of display. OLED is more durable, which can be operated in a high temperature range. OLED is also very light as the screen is very thin. Samsung introduced the first curved OLED display. OLEDs can be used in wearables and in car windshields, lamp designs and many more. At Samsung Advanced Information Technology, the company is looking to lower the power consumption as much as possible and build an innovative screen that will provide users a great experience. Quantum dots: QDs are very small semiconductors which unique features such as melting point, energy band gap which can be tuned anytime according to the depending on the size. It has high potential as the light emitting materials for the next generation display ha high quantum efficiency. It offers sharp resolutions; wavelengths can be tuned easily and quickly. It is useful for drug delivery system, Biosensors and more. SAIT is trying to develop a compact process for the structure of QD. Advanced optical film: The advance optical film technology develops the new materials and processed skills to higher the optical properties of the displays, it can enhance the brightness, widen the viewing angles, lowers the reflection in the coating films that uses a bright enhancing films. It is specially used for the flexible display market, where the films need to be more moisture and heat resistant. Biomaterials: Chemicals that can be replaced by the usual petroleum based materials is known as biomaterials. Biomaterials are eco friendly. It can be extracted from biomasses such as woody material, corn, seaweed and so on. In the future, it can be used as a replacement for the traditional petroleum products. Next generation battery: Efficient use of energy is increasing day by day. The importance of electric vehicles, which runs on battery, is growing worldwide. Samsung has launched the new EV batteries that reduces the greenhouse gas emission and supports the green energy worldwide. SAIT actively conducts research on the next generation electronic materials. It focuses on the cathode and lithium air battery technology (Choi et al. 2013). Harvesting of energy: The major purpose of energy harvesting is to translate and accumulate light, heat and other energies, which are wasted in the environment. These energies can be used later as a sustainable energy. It enables mobile devices to sense the networks and obtain energy from the instant environment wireless. It does not require any wired power of the batteries. Conclusion: For process innovation, now a day there are a variety of approaches and systems are available in the competitive market. Six Sigma and supply chain management belongs to those markets. The main aim of these techniques are to improve the quality, process, coordinate the value chain of the company, inbound logistics, sales and service to the consumers. Samsung realized that there are various opportunities in the SCM operations. Thus, the company is developing an exclusive six sigma based methodology to advance its SCM operations. The effort and investment of the company has of the company so far has been successful. The six sigma program has formed largely skilled and brilliant specialist. Currently, the other members of the institution are being trained by these specialists. The projects are conducted and organized in a disciplined manner. The outcome of the result are constantly observed and shared using Samsungs warehouse for the use of six sigma. Samsungs challenge for the worldwid e optimization is keep on going and the SCM six sigma is estimated to play a large part in the institution. References: Cai, J., Liu, X., Xiao, Z. and Liu, J., 2013. Improving supply chain performance management: A systematic approach to analyzing iterative KPI accomplishment.Decision Support Systems,46(2), pp.512-521. Chae, B., 2014. Developing key performance indicators for supply chain: an industry perspective.Supply Chain Management: An International Journal,14(6), pp.422-428. Choi, H., Choi, M., Shim, D. and Nam, S.H., 2013, August. Optical MEMS and nanophotonics in Samsung Electronics. In2013 International Conference on Optical MEMS and Nanophotonics (OMN). Christopher, M., 2016.Logistics supply chain management. Pearson Higher Ed. De Feo, J. and Bar-El, Z., 2002. Creating strategic change more efficiently with a new design for six sigma process.Journal of Change Management,3(1), pp.60-80. Dynamic supply chain: how to design, build and manage people-centric value networks. 2015. John Gattorna. Feldmann, J. and Krupp, E.M., 2015. Critical review or scientific opinion paper: Arsenosugarsa class of benign arsenic species or justification for developing partly speciated arsenic fractionation in foodstuffs?.Analytical and bioanalytical chemistry,399(5), pp.1735-1741. Global logistics strategies; delivering the goods. 2014. John Manners-bell. Global Supply Chain ecosystem: strategies for competitive advantage in a complex world. 2015. Mark Millar. Handfield, R., Sroufe, R. and Walton, S., 2013. Integrating environmental management and supply chain strategies.Business strategy and the environment,14(1), pp.1-19. Harper, C., Jones, N. and Marcus, R., 2013.Research for development: A practical guide. Sage. Hiramoto, Y. and Masuda, N., Samsung Electro-Mechanics Japan Advanced Technology Co., Ltd., 2014.Method of manufacturing rotating device and rotating device. U.S. Patent 8,782,900. Humpleman, R., Samsung Information Systems America, 2012.Set-top electronics and network interface unit arrangement. U.S. Patent 5,886,732. Jeong, S.W. and Kim, M.J., Samsung Electronics Co., Ltd., 2012.Notebook computer. U.S. Patent D556,192. Lee, E., Woo, S.S. and Chun, B.H., Samsung Electronics Co., Ltd., 2013.Tablet computer. U.S. Patent D641,018. Managing supply chain and logistics :Competitive strategy for a sustainable future. 2014. Ling li. Managing the global supply chain. 2015. Julian Hsuan, Tage skjott-larsen, herbert kotzab. Mo Yang, H., Seok Choi, B., Jin Park, H., Soo Suh, M. and Chae, B., 2014. Supply chain management six sigma: a management innovation methodology at the Samsung Group.Supply Chain Management: An International Journal,12(2), pp.88-95. Park, S.H., 2013.Six Sigma for quality and productivity promotion. Tokyo: Asian Productivity Organization. Stadtler, H., 2015. Supply chain management: An overview. InSupply chain management and advanced planning(pp. 3-28). Springer Berlin Heidelberg. Von Zedtwitz, M. and Gassmann, O., 2013. Market versus technology drive in RD internationalization: four different patterns of managing research and development.Research policy,31(4), pp.569-588. Wisner, J.D., Tan, K.C. and Leong, G.K., 2014.Principles of supply chain management: a balanced approach. Cengage Learning. Yun, Y.W. and Lee, Y.D., Samsung Electronics Co., Ltd., 2012.Notebook computer. U.S. Patent D524,306

Perspective on Wakanda free essay sample

Last week, Marvel released yet another one of their star-studded movies. This is no surprise as they have a history of doing so with great success. Spiderman, The Avengers, and X-Men are just a few successful big screen productions that Marvel Studios were directly responsible for. Marvel superhero movies tend to attract an immense amount of attention, annually breaking their own records and raking in huge revenue totals. Their newest movie, however, attracted attention for different reasons, starting new conversations and opening new doors within the action genre. Likely in celebration of the 48th Black History Month, Marvel Studios opted to uncharacteristically release the movie Black Panther in February. This movie was seen as monumental within the black community as most felt it offered a certain representation that was never before seen in a movie. While there have been other more diverse superheroes, in this particular movie, most of the major roles were filled with people of color. We will write a custom essay sample on Perspective on Wakanda or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Again, this was unheard of in a movie that was expected to get as much attention as Marvel cinematics generally do. It was released with an extreme amount of anticipation and, based on the returns, it did not disappoint. On March 24, it became the highest grossing superhero movie of all time, bringing in over $624 million at the domestic box office. This is a movie that is leaving its mark culturally and historically. Earlier in my essay, I stated that the Black Panther movie offered a different representation for people of color on the big screen. This is not done in the original Black Panther comic book storyline. Ta- Nehisi Coates, a highly renowned writer, was responsible for the revision of this movie. The â€Å"third world country† Wakanda, located in Africa, is believed to be less advanced, unprofitable, and to an extent, weaker than the rest of the world. However, it is revealed that Wakanda is actually more advanced technologically than the rest of the world due to the rare resources it possesses. In this fictional universe, people of color possess the abilities and capabilities of a world power which isn’t a reality. They isolate themselves so that they are not poisoned by the rest of the world, even less so by â€Å"colonizers.† This depiction was a welcomed sight on the big screen. Ta- Nehisi Coates is a renowned journalist, who is known for using his voice to shed light on his experiences as a black male in America. He is also well known for his second book Between the World and Me, which is essentially a letter to his son explaining the world around him, and its history with people of color. He explains to his son that the world is not safe for him and there is nothing he can do about it. He simply gives advice on how to maneuver through it, in order to put himself in a better position to be successful in life. This perspective is a grim one, but is a reality that people of color know all too well. Once again, Ta Nehisi Coates is voicing the black perspective for everyone to understand and listen. Too often, the struggles of people of color are belittled, overlooked, or dismissed altogether, and he refuses to let this happen. Coates forces the conversation about racial disparities to take place by triggering emotions such as sympathy and guilt from the reade r. He hopes to have the reader understand the sadness and disappointment that comes with having to tell your child that the world is not built for you to succeed, and spark initiative within people who will make change a reality. Last year, another movie unique to its genre was released. This movie, however, was not met with the same anticipation and high expectations. A horror movie, Get Out, introduced a new perspective, to say the least. The main character, Chris, is invited to meet the parents of his girlfriend, Rose, for a weekend. Initially, Chris recognizes that his skin color may be an issue and prompts his girlfriend to take it into account before allowing him to come. She dismisses his concerns, insinuating that his color will have no effect on the way the weekend plays out. Chris brushes off his doubts and agrees to go nonetheless. His doubts proved to be legitimate as the entire weekend he would feel ostracized due to the color of his skin and would even have his life th reatened because of it. Oscar-winning writer Jordan Peele told this horror story knowing that it would evoke a feeling that is all too familiar to people of color. He expressed (although slightly exaggerating) the fear that comes with being the only person in the room who looks like you. Peele uses this fear as his tool for connecting the audience to the actor. Throughout the movie, there is an increasingly awkward aura that surrounds and corners the character. The unfamiliarity he feels begins to couple with the fact that he is the only one who is not on the same page. Mentally, he is reduced to a lamb in a house filled with wolves. He can never truly feel safe or relaxed because he is clearly the outsider. For a great portion of the movie, Chris is searching for something to put him at ease in an uncomfortable situation. On three separate occasions, he attempts to level with the only people of color he can find, as an escape from his girlfriend’s guests treating him like an exotic artifact or animal (Get Out 42:30- 44:00).In this particular situation, the audience is unaware that the guests are observing him and weighing his value. As the viewer follows Chris, they begin to understand how their comments may seem to have kind intentions but are patronizing or belittling. From the outside looking in, it is clear the guests’ comments are odd and a bit out of line. In the real world, this scenario is not an exaggerated turn of events. People are sometimes truthfully unaware when they are saying something offensive, especially in terms of race, gender, and other prevalent distinctions. By allowing those who may not usually be placed in this situation to experience it through the eyes of Chris, they can experience a scenario that showcases discomfort for minorities of all categories. Everybody is afraid of something. Even the bravest of people shiver at the thought of hearing that they need to complete a certain task. Fears vary from public speaking to slaying a dragon. In any case, it is something everyone has experienced. Knowing this, Get Out and Between the World and Me both grab the hearts of those who choose to open their ears. Coates fears for his son’s future because of the world he lives in. There will be too many scenarios in which he won’t have control over what happens to him. In particular, Coates discusses how expendable the â€Å"black body† is in America. With Trayvon Martin as his example, he explains to Samori Coates that his â€Å"body† is not valued as it should be. He is an outcast and the world would not care if something happened to him. Nearly identical, Chris is the outcast on a much smaller scale. Due to the fact that his material value outweighed his capabilities in the eyes of those who surrounded him, he was almost forced to fold to the wishes of those around him. This fear extends to the Black Panther universe as well. Wakanda is an isolationist country. They hide their rare and valuable resources (vibranium) from the world around them. They understand that in the event that other countries discover their secret, they will begin to weigh Wakanda’s material value as well. After being captured, Klaw, a secondary antagonist, begins to spread Wakanda’s secret (Black Panther 54:30- 56:45). He tells an American CIA agent about their massive hordes of vibranium and how it is used to power their nation. Since vibranium is the rarest, strongest, and most valuable resource in their world, Wakanda has used it to better their own nation. If other nations knew of this, that would only place more complications on their doorstep. Already, Klaw has shown that people would be willing to make weapons and further their own agendas with this material. Because of this, Wakanda has been forced into hiding, keeping them from acting out against injust ices such as slavery. Their vibranium would hold more value to others than the country itself, making them expendable. Expendability is a common theme displayed in these three works as it is overall how some people of color feel they are looked at in the bigger picture, and this scares us. Therefore, Jordan Peele, Ta Nehisi Coates, and Ryan Coogler shower this feeling over the viewer in the hopes that they can realize not only how the world views people of color, but how we view the world. These three depictions while moving towards similar goals, also take extremely different routes when it comes to getting their point across. Between the World and Me casts a large shadow of the world, showcasing that people of color are often insignificant when it comes to making a difference because we are not only too few in number but we lack power and capability. Get Out exemplifies the uneasiness of being colored in a world essentially run by white people. When you are surrounded by people who do not look like you, there is a lingering uncertainty that can make you uncomfortable in any setting. For example, towards the beginning of the movie, Chris and his girlfriend come into contact with a police officer after they hit a deer on the road (Get Out 12:20- 13:10). Even though Chris and Rose are the victims of a car accident, the police officer begins to antagonize Chris, going as far as to demand to see his license. As Chris begins to submit, Rose immediately grows more hostile, calling the officer out. Each character holds two different perceptions of the way things are, forcing them to react the way they do. Chris sees the world the way it is described in Between the World and Me. He understands that some things are unfair and out of his control, so to prevent the situation from escalating he concedes. Rose, however, does not. She realizes the discrimination taking place, and does not back down. She does not recognize any danger in becoming hostile with an armed officer, most likely due to her upbringing and perceptions of life around her. In response, the officer backs down. The audience is able to release a sigh of relief and almost smile as Chris was able to avoid tragic situations similar to those of Mike Brown or Philando Castile. Situations that have been a dark cloud hovering over our community stand as a constant reminder that life is not fair. In contrast, Black Panther is a movie where people of color are the majority, controlling a growing, profitable nation. In the world of Wakanda, there is a feeling of confidence and motivation seeing that people who look like you are responsible for great innovations. As opposed to being hindered by the world around you, they created and developed their own. This movie doesn’t seek to depict the struggles that people of color have, rather it seeks to be motivational.Wakanda is a representation of what we can be capable of if we put our minds to it, no matter what life consistently tries to embed in our minds. Similar to how Superman represents the best parts of human nature, the Black Panther is supposed to do this as well, but from a more relatable standpoint. These texts are extremely important to the current perception of Black America. The black perspective has not received an abundant amount of representation. Many movies where it was showcased, only glorify the negative s of the community. Black Panther and Get Out attempt to revise the lens in which we are viewed. No longer are we to be used to depict areas of low income; we can and will be used to depict characters worthy of being role models, and/ or relatable figures. In addition to revising the lens, great minds are now branching out and creating new ones. In a country where African Americans represent less than 15% of the American population, but nonetheless, represent just under 40% of the prison population, it is a breath of fresh air to have them viewed in a much more respectable and understandable light. In both movies, the protagonists are relatable. We fear with them, we fight with them, but most importantly, we can understand them. This is the goal of both Jordan Peele and Ta Nehisi Coates, who both understand how black people have perceived whether it be professionally or socially. By providing a lens for the viewer to see through the eyes of a person of color, they are contributing to a world with less discrimination. These three depictions of black culture are literally worlds apart. One is a nonfiction recalling, another is a realistic fiction horror story, and the last is a fictional fantasy. However, each of these three stories serve a common purpose. That purpose is to not only remedy but contextualize the black perspective. By putting our perspective on the forefront of everyone’s minds whether it be for two hours or two hundred pages, we hope to secure a future in which we are better understood and easier to relate to. In turn, the silent hatred that some may have for those who look different then they do, may finally evaporate. These pieces of art are more than just entertainment, they are a part of a movement, a movement to allow nothing less than equality.

How to Write a Good Informative Essay - Paperell.com

How to Write a Good Informative Essay How to Write a Good Informative Essay? What Is An Informative Essay?This type of paper lets a student provide the information on a specific person, object, event, issue, etc. The difference from other types is that this essay doesn’t require to use arguments and convince readers that your position is right. The goal of creating such a paper is to show your skills of gathering knowledge. You should present your knowledge of a subject. It also lets you show your knowledge of grammar rules and the ability to create the content in a proper school or college format. If you need to know how to write an informative essay, read the examples. Other students create a lot of such papers and you are able to read many of them, so pay attention to how they present the information and what methods they use in writing. To create such a paper, you need to do a research. Find necessary knowledge on your topic by studying different books and newspapers, scientific publications, online websites, and other sources. What to keep in mind ? When getting information from them, note the names of these sources and their pages because you will be able to use this notes when writing a reference list for your content. You should be aware that there are many fake or outdated facts, that’s why if you are going to use any fact in your paper, check that it is true and relevant to your document. Fakes are a big issue of the modern Internet and you should know how to avoid them.How To Start An Informative Essay?If you are wondering how to write a good informative essay, you should first understand that gathering knowledge and valid facts from different sources and defining the scope for your paper are the two major first steps that define the success of your work. Then pick the most significant facts that will be presented in your content. If needed, divide them into groups and sort in a specific order. When you have the necessary knowledge, proceed with making the plan and the outline, define the main sections of your pa per and you will be able to fill them with the content. When you have a plan, you are also able to make a schedule of writing this paper. Define the main ideas that you are going to present in your essay – each of these ideas can have its section in your paper, you will be able to show connections and make transitions between sections. Before starting your paper, you should know the requirements. Find out what is the preferred format and citation style, do you need to make a reference list, and what essay writing style do you need to use. You should also define the best way to present the information. You may need to use not only text but also images and tables, figures and diagrams, or media files. If your goal is to provide readers with the knowledge, make it clear and understandable to them.Informative Essay Outline:Writing An IntroductionStart with providing your thesis and describing the background of your essay. Explain why do you write this paper, what is the main topi c and how is it researched, what methods do you use. Show what is the scope of your research, what are your main objectives, and what readers can get from it. To learn how to write informative essay thesis, see examples and read guidelines.How To Write Body For Informative EssayThis is the biggest section in the informative essay structure. If you have a list of main ideas for your essay, sort and group them as sections. Then you will be able to work with each section and fill it with text and other content. Each section can describe your subject from a specific point of view and provide the most significant knowledge on it. Define all things that can be misunderstood by readers and provide their descriptions if needed. Your goal is not to write a bunch of facts about the subjects. If there is a connection between these facts, you should highlight them, you should also show the meaning of these facts and how your main thesis is connected with them directly. Use facts only if you are sure that they are true and have a big meaning for your subject. If there will be a public discussion of your paper, you should be ready to provide proofs for them and explain why did you put these facts into your essay. Watch your grammar and your writing style. It is recommended to check your grammar by using special tools and check your paper for plagiarism. If you don’t know how to write specific words, look in the dictionary.Writing A Conclusion ParagraphIt is also needed to know how to end an informative essay, show there what readers have learned from your paper and how they can use this knowledge. Emphasize the main points of your research in this section.ConclusionWhen writing an argumentative essay, you don’t have to find arguments and prove your position on the topic. Your goal is to gather information and analyze it. You should define the most significant ideas and provide them to readers. You are able to use different ways to make the content more readabl e and provide understandable definitions of words that may not be familiar to your readers. There are many available sources for getting the information. Check all the facts you find if you are going to use only credible information and keep in mind that you should also pay attention to what sources you use. Each section of your paper should present a specific idea and the description of it. You should also sort sections in the right order – it shows that you are able to group information and make transitions between elements. You should prepare to spend much time on searching and reading information because many students need to read dozens of books to get a small fragment of text from them. That is why you should plan your work on your essay. It is a good idea to create a schedule based on the outline of your paper that helps you to complete each section when needed and write your essay on time. Write not only about facts but also about their meaning. Show how they can help in research, why do you think they need more attention, how they can change the current state of knowledge, what is their meaning for the science, and how they are connected with the main ideas of your paper. It helps you to create a well-written paper that will be very helpful and interesting.