human genome project :: essays research papers fc

What would you do if you were given the power to change your genetic code from brown copper to blond?. Man has had this ability through natural selection for some time without knowing it, but in the near future scientist will be able to speed the process of natural selection by changing a persons genes. Scientists have identified what constitutes human DNA located in the magnetic core of a cell. The Human Genome Project was established to identify the genes that make us who we be and is now an international organization. The massive task of identifying the numerous gene combinations has created a problem. In the nucleus argon 22 genomes, plus two sex chromosomes which have already been identified. In the 22 genomes there are approximately 3 billion base pairs of DNA, which contain 50,000 to 100,000 genes, a basic unit of heredity. The identification of these base pairs is the goal of the Human Genome Project, which started in 1990 and whose job it is to identify the letters or ch romosomes in DNA. These letters represent nucleotides called adenine, guanine, thymine, and cytosine (or A, C, T, G). (92 BSCS pg. 1) The Human Genome Project idea originated in the mid 1980s and was discussed in the scientific community and media through the latter instigate of that decade. In the United States the combined effort of the Department of Energy and the National Institute of Health were involved in the project planning. (The National Center For transmissible Research) The Human Genome Project has several goals including identifying the genes of a human assessing the genes and comparing human DNA to that of bacteria, yeasts, the fruit fly, mice, and the Arabidopis thaliana, a small genome plant that grows rapidly. A major part is to determine how evolution proceeds from lower organisms to humans, and discover why the smaller genomes of animals have less junk or unneeded DNA. Geneticists use two types of maps to think of the genes they discover--a genetic linkage map and a physical map. A genetic map registers the distance between the fragments of DNA we know according to the frequency with which they are inherited. The physical map measures the actual physical distance between two markers. Scientists want to map and develop technology for rapid genotyping, plus develop markers that are easy to use as well as generate new mapping techniques. (Instrumentation) Scientists can map genes but it is still expensive.

An Analysis of ?The Life and Murder Trial of Xwelas, a S?Klallam Woman :: essays research papers fc

Walking next to his father through the woods on a cool overwinter day, young Mason hears the sound of a bullet entering his fathers body. As he looks ahead, he sees his mother, Xwelas, lower a shotgun. In the taste The Life and Murder Trial of Xwelas, a SKlallam Wo valet de chambre, Coll-Peter Thrush and Robert H. Keller, Jr. recall the events ahead, during, and after the murder of George Phillips, a Welsh immigrant killed by his native wife. Xwelas the life before the murder, the actions which provoked Phillips death, and how the trial was influenced all help to describe the unusual history that took place in the seventeenth century.Xwelas had an unstable past that may have contributed to the petulance toward George Phillips. In the mid-1800s, there were several reasons that it was important to marry a person of a different race. The threat of slavery, depopulation due to disease, and the breakdown of traditional ways, could have advance a young Indian cleaning woman to seek relative refuge in marriage with a white man, miles from her home (272). Xwelas married a man named Edmund Clare Fitzhugh, a native of Virginia who practiced law. After giving birth to two sons, Mason a Julius, Edmund found that home life was dull. He suddenly leftover for Seattle, leaving Xwelas to herself. However, she married William King Lear, an immigrant from Alabama. After bearing his son, Lear abandoned his family after learning that a relative died. He did not return for more than twenty dollar bill years. Finally, Xwelas found a common laborer, much less of a public figure than her last two husbands. The authors of the essay writeAs a forty-year-old woman with three children fathered by two different men, Xwelas may have been considered used merchandise by potential white suitors and by tribal leaders expression for strategic marriage alliances. Or perhaps there may have been a romantic attraction between Xwelas and Phillips. For whatever reasons, Xwelas married George P hillips on 9 February 1878. (273)Xwelas marriage to Phillips seems to have been the worst of her three marriages. Several accounts describe his alcoholism and violent rages. His beatings of Xwelas often drew the attention of neighbors, however, she sometimes tried to fight back, employ weapons such as oars. By Christmas of 1878, she was pregnant with her fourth child.The rocky relationship status between Xwelas and George Phillips provoked the fatal events on Christmas Day.

Puerto Rico :: essays research papers

Identity CrisisThe effect of colonialism on a colonized people can often answer in a situation better known to us today as an identity crisis. Studying the history of Puerto anti-racketeering law under Spanish find out helps us to identify the problems found within modern-day apprehensions of Puerto Rican identity. such(prenominal) notions of field identity stem from the touch that Puerto Rico is a "self-defined community of people who parcel out a sense of solidarity based on a belief in a common heritage and who claim political rights that may include self-government" (Morris 12). However, such modern notions of solidarity contradict the fact that by 1898 Puerto Rican inn was characterized by great racial and class differences. As claimed by Jos Luis Gonzlez in his Puerto Rico The 4 Storeyed Country, these differences made "Puerto Rico a country so divided racially, socially, economically and culturally that it should be described as two countries rather tha n genius" (Gonzalez14). The rise and fall of the international sugar market, and the subsequent say-so of the coffee market in the Puerto Rican economy, helped to create the "foreign elements" within Puerto Rico that make modern views of Puerto Rican identity extremely problematic. The study and use of history has play an important role in helping to construct the concept of Puerto Rican national heritage. Francisco Scarano, in his dulcify and Slavery in Puerto Rico, 1815-1949 An Overview, asserts that notions of Puerto Rican national heritage have been depicted as being an "anomalous case" within the Americas. He writes that m each historians have claimed that Puerto Rico had an "economy and society which developed an advanced sugar sedulousness during times of fairly open Atlantic slave trade, yet did not rely to any significant degree on the labor of African slaves" (Scarano 25). This suggests that the racial "heritage" of Puerto Ricans is not predominately black, and therefore, other races must have attributed to this hybridity, as well. Moreover, it also suggests that because forced thraldom was not widely practiced on the island, a notion of solidarity could have existed amongst the Puerto Rican people during the 19th Century. However, could this example also serve as a source for modern uses of history to reinforce perceptions of national identity? Unfortunately, the expand surrounding the islands social and economic structure at that particular time restrain its history from serving as a model for national unity. In the 1840s, sugar became very important in the international market.Puerto Rico essays research document Identity CrisisThe effect of colonialism on a colonized people can often result in a situation better known to us today as an identity crisis. Studying the history of Puerto Rico under Spanish rule helps us to identify the problems found within modern notions of Puerto Rican identity. Such notions of national identity stem from the belief that Puerto Rico is a "self-defined community of people who share a sense of solidarity based on a belief in a common heritage and who claim political rights that may include self-determination" (Morris 12). However, such modern notions of solidarity contradict the fact that by 1898 Puerto Rican society was characterized by great racial and class differences. As claimed by Jos Luis Gonzlez in his Puerto Rico The Four Storeyed Country, these differences made "Puerto Rico a country so divided racially, socially, economically and culturally that it should be described as two countries rather than one" (Gonzalez14). The rise and fall of the international sugar market, and the subsequent ascendancy of the coffee market in the Puerto Rican economy, helped to create the "foreign elements" within Puerto Rico that make modern views of Puerto Rican identity extremely problematic. The study and use of history has played an important role in helping to construct the concept of Puerto Rican national heritage. Francisco Scarano, in his Sugar and Slavery in Puerto Rico, 1815-1949 An Overview, asserts that notions of Puerto Rican national heritage have been portrayed as being an "anomalous case" within the Americas. He writes that many historians have claimed that Puerto Rico had an "economy and society which developed an advanced sugar industry during times of fairly open Atlantic slave trade, yet did not rely to any significant degree on the labor of African slaves" (Scarano 25). This suggests that the racial "heritage" of Puerto Ricans is not predominately black, and therefore, other races must have attributed to this hybridity, as well. Moreover, it also suggests that because forced slavery was not widely practiced on the island, a notion of solidarity could have existed amongst the Puerto Rican people during the 19th Century. However, could this example also serve as a prec edent for modern uses of history to reinforce perceptions of national identity? Unfortunately, the details surrounding the islands social and economic structure at that particular time prevent its history from serving as a model for national unity. In the 1840s, sugar became very important in the international market.

Essay --

Social Problems in SocietyInsert NameCourse, Class, SemesterInstitutionInstructor term Social Problems in SocietiesSocial enigmas can be defined as a sociable condition that is perceived to be harmful, either directly or indirectly, to more than just a few people or the society in general. They therefore have a very wide scope. Social problems whitethorn include poverty, drugs and alcoholism, racism, teenage pregnancy, abortion, environmental pollution/global warming, tax reform and social discrimination (e.g. against homosexuals), among many others (Ritzer, 2004). This paper will try to criticaly examine social problems in societies. Social problems can be said to have two gravestone components. First, social problems are considered to be an objective condition thus several(prenominal) aspects of the society that can be experienced and measured. Like abortion (a social problem), the objective condition includes whether abortion is legal, under what circumstances should it be per formed and who obtains it. The second key component of a social problem is the subjective concern, the concern that a significant number of people (or a number of significant people) have well-nigh the objective condition. The subjective concern about abortion may include some peoples distress that any woman must form birth to an unwanted child. It also includes other peoples distress that any woman would terminate the life of her unborn child. This opinion differs around the piece with different countries having different opinions.According to Dolch, Deutschmann and Powell (2007) Social problems in societies tend to have certain characteristic, that include1.Social problems are relativeWhat is considered a social problem for some, on the contrary, is consid... ...media. They include unemployment, poverty, dicscrimination and much more. This paper has tried to critically addresses social problems in society and examines its characteristisc for a better understanding of social pro blems from a psychological point of view. ReferencesBumiller, K. (1992). The Civil Rights Society The social construction of victims. Baltimore u.a. Johns Hopkins University Press. Dolch, N. A., Deutschmann, L. B., & Powell, H. (2007). Social problems A case study approach. Lanham, MD Lexington Books.Hitchcock, S. T. (2007). Roe v. wade Protecting a womans estimable to choose. New York Chelsea House. Mooney, L. A., Knox, D., & Schacht, C. (2013). Understanding social problems. Belmont, Calif Wadsworth Cengage Learning.Ritzer, G. (2004). Handbook of social problems A comparative international perspective. Thousand Oaks u.a. Sage Publ.

Unraveling Cleopatra Essay -- Egypt History Papers

Unraveling CleopatraShe took a small boat, and one only of her confidants, Apollodorus, the Sicilian, along with her, and in the dusk of the evening landed near the palace. She was at a loss how to get in undiscovered, till she thought of putting herself into the coverlet of a bed and dissimulation at length, whilst Apollodorus tied up the bedding and carried it on his back through the gates to Caesars apartment. Caesar was scratch captivated by this proof of Cleopatras bold wit, and was afterwards so overcome by the charm of her society that he made a reconciliation between her and her brother, on the condition that she should rule as his colleague in the kingdom. (The Life of Julius Caesar, Plutarch translation by Dryden)AbstractWhether Cleopatra rolls out of an ornate carpet as authorative and in control or as the more stereotypical chassis of a sensual temptress, the carpet scene functions as an introduction between Cleopatra and Julius Caesar. More importantly, the scene also provides valuable insight into Cleopatras character. Plutarchs account of Cleopatras first bechance with Julius Caesar inspired countless artists to recreate their own interpretations. First prose and narratives, the workings of creative imaginations, emerged. Soon, the stirring mental images are captured on canvas and eventually breathed into cinematography. With the approach of movie making multiple versions of Cleopatra and her legend were produced, each distinct in their own right. Each version retells the carpet scene differently, and offers a different Cleopatra. The first impression of Cleopatra is imprinted by the carpet scene and sheds light on who Cleopatra is in the respective narrative or film. If she tumbles out of the carpet in a rev... ...ert, warren William and Henry Wilcoxen. Paramount, 1934.Cleopatra. Dir. Joseph L. Mankiewicz. With Elizabeth Taylor, Rex Harrison and Richard Burton. 20th Century Fox, 1963.Cleopatra. Dir. Robert Halmi Sr. With Leonor Varela, Tim othy Dalton and Billy Zane. ABC, 1999.Dirks, Tim, Greatest Films- Comprehensive Analysis of Classic US Films (1996), URL http//www.filmsite.org/cleo.html (12 Dec. 1999).Fielding, Sarah, The Lives of Cleopatra and Octavia 1757, Lewisburg Bucknell UP, 1994. George, Margaret, The Memoirs of Cleopatra, St. Martins Press, New York, 1997. Koller, Brian, Cleopatra (1937), URL http//us.imdb.com/Reviews/ one hundred sixty-five/16511 (12 Dec. 1999).Leyendecker, Frank, Box Office On-line Review, (June 17, 1963), URL http//www.boxoffice.com/classic.html (12 Dec. 1999).Plutarch, The Life of Julius Caesar, Trans. John Dryden.

Unraveling Cleopatra Essay -- Egypt History Papers

Unraveling CleopatraShe took a small boat, and one only of her confidants, Apollodorus, the Sicilian, along with her, and in the dusk of the evening landed near the palace. She was at a loss how to get in undiscovered, till she thought of putting herself into the coverlet of a bed and lying at length, whilst Apollodorus tied up the bedding and carried it on his back through the gates to Caesars apartment. Caesar was first captivated by this proof of Cleopatras bold wit, and was afterwards so overcome by the charm of her society that he made a reconciliation between her and her brother, on the condition that she should rule as his colleague in the kingdom. (The Life of Julius Caesar, Plutarch translation by Dryden)AbstractWhether Cleopatra rolls go forth of an ornate carpet as authorative and in control or as the more stereotypical image of a sensual temptress, the carpet scene functions as an introduction between Cleopatra and Julius Caesar. More importantly, the scene also provides valuable insight into Cleopatras character. Plutarchs account of Cleopatras first encounter with Julius Caesar inspired countless artists to recreate their own interpretations. for the first time prose and narratives, the workings of creative imaginations, emerged. Soon, the stirring mental images are captured on canvas and eventually breathed into cinematography. With the advent of movie making multiple versions of Cleopatra and her legend were produced, apiece distinct in their own right. Each version retells the carpet scene differently, and offers a different Cleopatra. The first impression of Cleopatra is imprinted by the carpet scene and sheds faint-hearted on who Cleopatra is in the respective narrative or film. If she tumbles out of the carpet in a rev... ...ert, Warren William and Henry Wilcoxen. Paramount, 1934.Cleopatra. Dir. Joseph L. Mankiewicz. With Elizabeth Taylor, Rex Harrison and Richard Burton. 20th Century Fox, 1963.Cleopatra. Dir. Robert Halmi Sr. With Leon or Varela, timothy Dalton and Billy Zane. ABC, 1999.Dirks, Tim, Greatest Films- Comprehensive Analysis of Classic US Films (1996), uniform resource locator http//www.filmsite.org/cleo.html (12 Dec. 1999).Fielding, Sarah, The Lives of Cleopatra and Octavia 1757, Lewisburg Bucknell UP, 1994. George, Margaret, The Memoirs of Cleopatra, St. Martins Press, New York, 1997. Koller, Brian, Cleopatra (1937), URL http//us.imdb.com/Reviews/165/16511 (12 Dec. 1999).Leyendecker, Frank, Box Office On-line Review, (June 17, 1963), URL http//www.boxoffice.com/classic.html (12 Dec. 1999).Plutarch, The Life of Julius Caesar, Trans. John Dryden.

Five Forces About Fast Food Chains

TETA? 2607Exercise2 PartIbriefintroductionof nimble provender restaurants The industry I selected is riotous food restaurants which are overly named as quick service restaurants. As a special type of restaurant, fast food restaurant is characterized both by its fast food cuisine and by its self table service. The majority of fast food restaurants are part of a restaurant chain or franchise operation so that severally branch could be provisioned by homeardized ingredients and controlled by unified management. Within this industry, several leaders should be identified.Founded in 1940, McDonalds Corporation is the foundings largest chain of hamburger fast food restaurants, daily serving around 68 million customers in 119 countries. (mcdonalds. com & burgerbusiness. com) In the year of 2011, the net income has reached 27 billion USD with net profit of 5. 5 billion USD. In the recent tailfin years, McDonalds revenue kept increasing and the average increase respect was 3. 1 %. ( Mc Donalds annual report,2011). thermionic valve which is owned and operated by Doctors Associate is an American restaurant franchise which mainly sells sandwiches and salads.Subway, as the largest single- speck restaurant chain globally, keeps the fastest gro hold in ing franchises in the world with 37000 restaurants in more than 100 countries. (subway. com) KFC (Kentucky Fried Chicken) is the worlds largest chain of fried chicken fast food restaurants. It is also the second largest restaurant chain after McDonalds, with over 17,000 outlets in 105 countries. (KFC. com) PartIIIndustryanalysisbyFiveForces In 1979, Michael Porter published How Competitive Force Shapes system in the Harvard Business look into (HBR) which started a revolution in the strategic field.He proposed five competitive forces which could to great extent determine the profitability of an industry and dodgings formulation. In this part, Five Forces will be utilized to analyze the fast food restaurant industry. T ypetext Page1 TETA? 2607Exercise2 Threat of Suppliers The suppliers of fast food restaurant loosely are meat producer, vegetable retailers, beverage companies and bakeries food retailers. As meat and vegetable are hard to differentiated, it is difficult for such a supplier to jump out out.Also, most of these suppliers are local and small-sized while the quick service restaurants are international and giant hence, it is easy for the fast food chain to be the predominant player. As for the fast food restaurants, in general, the switching costs are not high if they want to change their supplier of meat and vegetables. However, some supplier brands are quite powerfulnessful such as beverage companyCoca cola because their product is unique in the marketplace. It is also possible for a supplier to be integrated forward such like building up crapper relationship with fast food restaurant to enlarge their impart power.To sum up, the supplier power in the fast food restaurant is low -spirited relatively especially among non-differentiated good suppliers. Threat of Buyers There are many another(prenominal) small operators in the fast food restaurant industry which means buyers have many alternatives to choose the most suitable quick service restaurant. Meanwhile, thither is almost no switching cost for customers to change their tastes. Additionally, the buying information is also abundant and available for the customers to select the most satisfactory restaurant. It seems that buyer power in the fast food restaurant is relatively high.However, the volume of each customer generally is not extremely important to overall sales of the companies and hence, each individual customer may not be valued much by the company. That diminishes the power of the buyer to some extent. Also, at that place is no brat of transposed integration which means it is almost impossible for customers to build up cooperative relationship with fast food chains. Hence, buyer power would l owered by need of possibilities of integration. The concentration of buyers is low which also reduce the power of buyer.As for the fast food chain, the brand identity also helps them to decrease the threats from customers. To sum up, the threat from buyer is at the moderate level according to the above Typetext Page2 TETA? 2607Exercise2 analysis. Threat of brisk entrants As the threat from new entrants, the first thing to consider is cost. Obviously, the entrance costs are relatively low when compared to other industries such like mobile phone manufacturing and information technology industry. However, the cost of brand building also plays an important share as brand identity is perceived as a significant factor of fast food restaurants strategy.In the fast food industry, the alert brands are already powerful like McDonalds and Burger Kings so it will take while and expenditure for a fast food store to stand out. All in all, the cost of new entrants is not as low as what we as sume previously. Secondly, the access to supply channels is quite easy because those cranky materials for the fast food restaurant are available normal goods. However, there may exist exclusive contracts with suppliers so that it may make hard for new companies to commemorate this industry. Thirdly, another barricade to enter fast food industry is the access of distribution.Fast food chain always signed exclusive contracts with the college, supermarket, fuel place and others and hence, it is much difficult for a new entrant to build its own distribution channels. The economies of scale and the access of distribution are major barriers that firms face in this industry. Additionally, it is also difficult to differentiate your product in this industry because the product is fairly similar when we divided fast food into different categories (hamburgers, sandwiches, pizzas). To sum up, the threat of new entrants is moderate as we have to consider from all aspects. Threat of substitut esAlthough the switching costs of customers are quite low, the threat from substitutes is still at low level. The main substitutes of fast food restaurant are pre-cooked food, mid-range restaurants or supermarket products. However, eating in a normal restaurant is much more expensive and time consuming. Pre-cooked food is cheap while the facilities to warm it up may not be available. Hence, fast food still held Typetext Page3 TETA? 2607Exercise2 wagess no matter from the price or comfort level. Threat of rivalry The number of competitive rivals with similar products and service for the same customer convention is high.As mentioned before, the initial expenditure to set up a fast food restaurant is not quite so high and hence, many small scale quick service restaurants may try to enter it. Also, there are no high exit barriers because it is easy to close restaurants as the relatively low fixed costs. Meanwhile, the market growth is limited because the market gets saturated with a certain amount of restaurants, fast food shop or delivery services. It seems that the threat of rivalry is relatively high in the fast food restaurant industry. All the above analysis is summarized in the following diagram. Figure 1) Figure1 PartIIIAdditionaldiscussionaboutcompetitivecondition Apart from the five forces that I have mentioned before, there are still some other Typetext Page4 TETA? 2607Exercise2 forces which also affect competitive condition. In the first place, culture plays a more important part in deciding peoples food consumption than before. According to Maddocks (2004) research, there is a correlational relationship between the number of residents per fast food restaurant and the square miles per fast food restaurants with state-level obesity prevalence.This result indicates that fast food restaurants do make a significant contribution to the peoples obesity level. The problem of obesity has already raised publics attention and people concern more about the fo dder of the food sooner than price and convenience. In addition, people also realize that fast food restaurant also to a great extent contribute to the problem of childhood obesity. Another research (Harris, Schwartz &Brownell, 2010) also reveals that Teens between the ages of 13 and 17 purchase 800 to 1,200 calories in an average fast food meal, including 30% or more of calories from dough and saturated fat.As the obesity would hazard humans health, more and more experts suggest that people especially children should eat fast food as weeny as possible. Hence, there is an overall trend that the consumer group of fast food is squeezing. As the market is declining, each company within this industry has to compete harder to win more consumers. In this way, external factors like culture, healthy reports also play an important force to decide the competition level of this industry. Another limitation of five force framework is that some companies in the same industry are cooperators unlike the original assumption that there are all competitors.For example, KFC, pizza field hut and Taco Bell are operated by the same corporationYum. If they are not pure competitors in the market, they increase the entry barrier through reallocating their imagery and supply and distribution channels. For example, these three restaurants could share the same logistic center to enhance the efficiency of company and save the cost as well. This kind of corporation within the same industry was ignored by classic Five Force Analysis which emphasis the pure competition relationship between companies. PartIVConclusion Typetext Page5 TETA? 2607Exercise2Let take McDonalds as an example to analysis the whole industry. Although there is tense competition in this industry that many small fast food businesses contend with each other to improve their customer base, McDonalds still held the absolute advantage in its customer scale. Just like the above analysis, the enter barrier of this indus try is not so high. But McDonalds own strong brand identity and established network and hence, the new small entrants could not threaten to McDonalds. The buyers still hold power to some extent as the switching cost is low and the buying information is abundant.However, McDonalds still have an advantage in location and convenience. As McDonalds has already established the strong network with suppliers, (e. g. cooperated with Coca-Cola), the threats from suppliers are not so intense. Under the current trend, the down-sizing of customer group is the major problem that McDonalds has to face. McDonalds have already implemented some strategies such like launching non-fried product and enclosed the detailed nutrition information of the food. After five forces analysis, McDonalds still should be favorable in the next several years.However, if a new small business contrive to enter this industry, it will face a large number of challenges such like establishing supply channels and distribut ion channels and building its own brand identity. All in all, fast food restaurant is still saturated and unfavorable for business which wants to entry. Reference Harris, J. L. , Schwartz, M. B. & Brownell,K. D. (2010), Evaluating Fast Food Nutrition and Marketing to Youth. Fastfoodmarketing. org Maddock, J. 2004. The blood Between Obesity and the Prevalence of Fast Food Restaurants State-Level Analysis. American Journal of Health Promotion November/December 2004, Vol. 19, No. , pp. 137-143. Typetext Page6 TETA? 2607Exercise2 Porter,M. E. 1978. How competitive forces shape strategy. Harvard Business Review Strategy http//polisci2. ucsd. edu/snunnari/HBR_on_Strategy_23_41. pdfpage=25 McDonalds official website http//www. mcdonalds. com/us/en/home. html Burgerbusiness. comhttp//www. burgerbusiness. com/? p=9168 McDonalds 2011 annual report http//www. aboutmcdonalds. com/content/dam/AboutMcDonalds/Investors/Investors %202012/2011%20Annual%20Report%20Final. pdf Subway official website http//www. subway. com/subwayroot/default. aspx KFCs official website http//www. kfc. com/ Typetext Page7

Shottky diode

The Schottky diode is an important device which is widely used in radio-frequency (RF) applications. It possesses many similarities to the point-contact diode. In fact many of the early devices were make in the same way as a point-contact diode, although todays devices are made with totally different manufacturing techniques. Unlike conventional semiconductor diodes, which consist of a PN Junction, the Schottky diode is made from a metal semiconductor Junction.This offers a number of dvantages in some circumstances as the diode has a very low foregoing-voltage drop, and secondly it has a very fast switching speed. Both of these properties make it ideal for many RF applications as well as giving it uses in many new(prenominal) areas, as we shall see. Characteristics. The Schottky diode is what is called a majority carrier device. This gives it tremendous advantages in terms of speed. By making the devices small, the normal RC (resistancecapacitance) type time constants can be reduce d, making the Schottky diode an order of magnitude faster than the conventional PN diodes.This work out is he prime reason why they are so popular in RF applications. The Schottky diode also has a much higher current density than an ordinary PN junction. This means that forward-voltage drops are lower, making these diodes ideal for use in powerrectification applications. The main drawback of the diode is found in the level of its reverse current, which is relatively high. For many uses this may not be a problem, but it is a factor which is worth watching when using Schottky diodes in more exacting applications. Variety of Applications.The Schottky diode is used in a wide variety of applications. It can naturally be used as a general-purpose rectifier. However, in terms of RF applications, it is particularly useful because of its high switching speed and high-frequency capability. Schottky diodes are besides very good as RF detectors as their low capacitance and forward- voltage d rop enable them to detect signals which an ordinary PN Junction would not It has already been mentioned that the Schottky diode has a high-current density and low forward-voltage drop. As a result, Schottky diodes are widely used in power supplies.By using these diodes, less power is wasted, making the supply more nd smaller heatsinks may be able to be incorporated in the design. The Schottky diode is used in logic circuits. Although not as common these days, the 74LS (low-power Schottky) and 74S (Schottky) families of logic circuits use Schottky diodes as a core component. The Schottky is inserted between the collector and base of the driver transistor to act as a clamp (see Fig. 2). To. produce a low or logic O output the transistor is driven hard on, and in this situation the base-collector junction of the diode is forward biased.When the Schottky diode is present, this akes most of the current and allows the turn-off time of the transistor to be greatly reduced, thereby improvin g the speed of the circuit.

Greed †Good or Bad? Essay

Greed captures the essence of the evolutionary spirit. (Michael Douglas, Wall Street). The very estimation of greed carries a negative connotation, however, does it drive the economy to bigger and better things? I think so, because without greed, passel wouldnt have a lust to shit bigger, better, more efficient products. Greed causes competition of companies, every company wants to be rated 1 by consumers, and its that greed that leads to more productivity and innovation.Nearly every unrivalled wants to urinate at least one thing that they dont have, and to want that new car, new house, new computer, new bike, or whatever it is, the majority of people are willing to do almost whatever it takes to get it, that itself is greed. And greed feeds the American economy and keeps it going, greed leads to expansion in foreign trade and creates course opportunities. It causes an expansion of trade because people are willing to trade with other countries for goods that we our self cant pro duce, or that can be produced cheaper. Greed is one of the most sizable tools in America however, some would argue that greed is a bad thing because it leads to scandals and crime. This can be true, however, greed is used productively more often than not.Greed isnt only good for business owners or producers its good for everyone because it motivates everyone to strive for better things. Greed is the driving wad of the economic world, and if everyone had the same financial, social, and political status, no one would care to strive for a better life. Rich people are not greedy in fact they donate more to the unfortunate ones than any other class of people in America. Greed is especially a driving force in the American economy because everybody in America wants to get rich. Some people say greed is a necessary evil, I say it makes America the powerful country it is today, and gives everyone the dreams of making it big.

Information about the business Essay

The name of the blood is JOLLYTAPZ it is a fast food restaurant they started yr 2003 and .They offered Tapsilog ,Chicksilog,Porksilog,Mixsilog,Longsilog,Hotsilog,Tocilog,Daingsilog , silog means fried strain and egg, Mixsilog is mix of beef and tocino. Theyre important dish is Tapsilog .The reason for having this kind of business because year 2003 beef and fried rice with egg called Tapsilog is yearly demanding until now,that is why owner put up this kind of business. It is 24 hours of service .It is located at 90 M.Almeda St. Pateros ,Metro Manila and this is a main branch. After a year owner add 3 more branches it is on the Pateros also and it located at 962 P Herrera St. Pateros Metro Manila this is 12 hours of service, The owner owned this land while the main branch is only renting because the land was so expensive and they cant afford to buy.The possessor built a branches at same location because Pateros have only 2 direction to go to another city so they built 2 branches i n 2 direction in same location .The second is located at Dahlia St. Pembo Makati urban center they built there because it is near at the hospital and it is 24 hours of services and the last is on the 235 Mayon St. corner Sta Catalina Quezon City this is 12 hours operation the owner built there because it is a crowded City and it is near in North Cemetery and this is not also advisable for 24 hours because of many crimes happen in this location .The method of their marketing ,They look at to go to the market, Buy what they need in their store in order to secure that we serve freshly cook products. They have 2 problems that they encounter during the business operation first is the workers because some of the workers having an attitude problem and second is the costumers, sometimes theyre complaining about the food they served .They see their business 5 eld from now they hope that it would be more better than before and it would also becoming a big establishment. The owner said Busi ness planning is precise important. Plan and find the right location before starting the business.

Gatsby

In the Great Gatsby, Fitzgerald presents all three women in a vilifying manner Daisy is weak and careless, Jordan Is dishonest and haughty, and Myrtle Is unfaithful. cut describes Jordan as Incurably dishonest. This Introduces the Ideology of distrust of women in the novel. In 1922, American women did not have the same rights as men and were often trap in oppressive marriages and seen as the inferior sex. This inferiority is reflected through the way in which women have a secondary role in this novel.Nicks citation concerning the swindling in a woman depicts the way in which throughout the novel, womens flaws are almost exonerated. This citation of Fitzgerald also advocates that, because women do not have the same chaste values as men-because they are Inferior-lt Is therefore not their fault. This possible proposltlon provides an explanation for Jay Gatsbys ignorance towards Daisys vindictive nature, and Nicks swift forgiveness of Jordans fraudulence. Daisy is presented as the mos t enigmatic, female character.Although Fitzgerald does uch to make her a character worthy of Gatsbys unlimited devotion, In the end she reveals herself for what she truly Is. Despite her beauty and charm, Daisy Is merely selfish, shallow, vindictiv Both idolized the riches and glamor of the age, he was uncomfortable with the unrestrained materialism and the lack of morality that went with it. Women are still represents as a trophy the type of women desired for this role is what has changed, symbol of the materialist society In the 1920s Absolutely. Women are another symbol of the materialist society In the 1920s.For Tom, Daisy Is a trophy a rich, lovely, unassuming wife who looks the other way in regards to his adultery. The fact that Daisy has stayed with Tom, in a very comfortable life, is Fitzgeralds way of commenting on what was important to this very elite society in the 20s wealth and appearance. Myrtle is also a unsloped example of this. Tom uses her when he needs her and th en breaks her nose when she angers him. The fact that neither relationship revolves around love suggests that Tom sees both of these women as objects to be used as he sees fit.

Child Health Patterns Essay

1)Compare and contrast identified similarities as well as differences in expected assessment across the pip-squeakhood time groups.In the health perception category parents are responsible for their childs perceived level of health and well-being, and on practices for maintaining health. In the school get along with eld the children are beginning to incorporate their possess health practices like good hygiene in their daily lives. The nutrition and metabolic pattern continues with help of the parents. Toddlers and preschoolers entrust on their parents to make sure that they are eating the right foods. School age kids are in the stage where they can pick out their own foods and have been taught what the best sources of good nutrition are. In the toddler age group, parents are beginning to initiate toileting training. By the school age years this age groups has elimination patterns similar to adults. With the exception of those who have elimination problems like enuresis.Through out the three age groups, activity and exercise levels continue to increase with the learning of pertly fine and gross motor skills. Once again parents continue to play a big role by promoting healthy levels of physical activity with their child. As the child begins to age so does their ability to comprehend and use information. Each age group the child continues to add another cognitive function. The biggest difference among sleep patterns is that as the child ages naps are no longer needed. All of the age groups tend to need at least 8 hours of sleep. The differences between the age groups in the roles and relationship pattern is that in the toddler and preschool age they try to identify with their parents or care givers whereas school age children begin to focus or identify with their peers. The value and belief pattern is in nonoperationaled in the child when they are born. Parents or caregivers teach their children what values are important to them.2)Summarize how a nurse wou ld address physical assessments, examinations, education, and communication differently with children versus adults. Consider spirituality and cultural differences in your answer.Adults and children are in two different stages of life. Children are in the stages were they are still learning and understanding how the healthcare world works. Most adults on the other hand are used to going to the doctor and they kind of understand the everyday during the assessment process.Many assessment techniques for the child are similar to those of the adults. Techniques for approaching the pediatric patient vary from one age group to the next. A radical principle during the physical assessment is building a trusting relationship this can be done in a variety of ways (Estes, 2006, pg 848).When assessing the child the nurse must establish a game plan based on the childs age. Children are already frightened slightly the topic of receiving an exam besides the nurse can use techniques to reduce anxiety. Parents or caregivers must be available for support. According to Estes, 2006 nurses can use game vie and they can demonstrate procedures on a doll, stuff toy or on the parent to increase patient cooperativeness. The writer remembers learning in care for school about when taking the blood of a younger child. Never say Im going to take your blood pressure but say something like I going to see how strong your muscles are with this cuff. When educating the child try to involve their parents but use materials that are on the childs level. This can consists of materials that use colorful pictures and graphics.Individuals have to understand their own beliefs and traditions especially nurses who are with always dealing with the public. Each day much nurses are providing care to patients that are from different cultures. With such a diverse population challenges will be faced. As American society shifts in demographics and attitudes about diversity, there is a growing recognitio n that health and illness care occurs in dynamic interactions situated within complex cultural contexts for both patients and providers (Benkert, Borse, Doorenbos,Schim,2005, pg324). she-goat have to be more culturally sensitive when assessing and educating patients. If the nurse is unfamiliar with ethnicity or race then research should be done before the assessment if time allows.ReferencesBenkert, R. Borse,N. Doorenbos, A. & Schim, S.2005. Psychometric Evaluation of the Cultural Competence Assessment Instrument Among wellnesscare Providers. Nursing Research.54(5)324-331.Edleman,C. & Mandle C.(2010). Health Promotion Throughout the Life Span. Missouri Mosby Elsevier. Estes M. (2006). Health Assessment & Physical Examination.Canada Thompson Delmar Learning.

Tv Advertising vs Online Advertising

COVENTRY UNIVERSITY DISSERTATION TELEVISION VS ONLINE denote THE CONSUMER PERSPECTIVE PREPARED BY AMBIKA KHANNA student ID 3500576 MA trade & ad 1/12/2012 ABSTRACT THIS DOCUMENT STUDIES THE CONSUMERS PREFRENCE OF TELEVISION AND INTERNET AS ADVERTISING MEDIA. IT THROUGH QUALITATIVE AND QUANTITATIVE METHODS OF query TRIES GAIN INSIGHTS INTO THE CONSUMERS PERCEPTION OF CURRENT TRENDS IN TELEVISION 7 INTERNET ADVERTISING. THESTUDY USES GROUNDED THEORY AND PRIMARY question TO ESTABLISH THE POSSIBLE REASONS FOR PREFERENCE OF ONE ADVERTISING MEDIAOVER ANOTHER.THE STUDY CONCLUDES THAT TELEVISION IS STILL THE MORE POPULAR MEDIA WITH THE CONSUMERS AS IT IS CONSIDERED TO BE MORE ENTERTAINING WHEREAS INTERNET AS A MEDIUM IS HIGHLY RELIED ON WHEN IT COMES TO INFORMATION AND INSTANT ACESS TO PRODUCTS AND OFFERS. 1 3500576 DISSERTATION-MA ADVERTISING & merchandise TABLE OF CONTENTS CHAPTER PAGE NO. ABSTARCT 1 ACKNOWLEDGEMENT 3 INTRODUCTION 5 belles-lettres REVIEW 8 PROPOSITIONS TO BE STUDIED 26 METHODOLOGY 27 DATA ANALYSIS 37 DICUSSION 51 CONCLUSION 52 SCOPE FOR nevertheless RESEARCH 53 REFERENCES 53 APPENDIX 58 2 3500576DISSERTATION-MA ADVERTISING &MARKETING ACKNOWLEDGEMENT I would like to express my heartfelt gratitude to my supervisor and my steer light during the course of this inquiry project Miss Sarah Hydes, who was in that location with me at every step guiding me and dishing me with whatever hurdles that I locution while conducting the enquiry. Her constructive criticism were presentn into account and helped create a to a greater extent accurate report. I would like to thank my family & friends who were there for me egolessly. Most of all in all I would like to thank God for his grace and kindness. 3500576 DISSERTATION-MA ADVERTISING &MARKETING 1. INTRODUCTION 1. 1 BACKGROUND advertise has yen been a begin of more or less integrated marketing communication intends, to the highest degree advertisers stomach concentrated on telecasting medi a, having the highest reach. But with the onset of the recession the focus of advertisers has shifted from tr aditional media to online media (Kirchhoff, 2009). fit to Waterman et al (2009) net ad remains small, scarcely is growing even more quickly than multichannel telly denote. With the wide reach and easy access to the net profit as a media and the heterogeneous paid product critical reviews avail fit on the internet (Kirchoff,2009), it has become important for advertisers to guess what drives the consumer to commit charge to one media more than the other, and the factors which proceed recall. Is it bonnie based on needs or does the believe generated by an advert doctor consumer perception of the product or the brand? Advertising at once is based on what the consumer needs, the advertisers then make an effort to convert the need into a indigence? y the means of an advertisement which allows them to bind the consumer and generate a certain take aim of recall and brand apprize. The advertisers do this by trying to watch the consumer? s needs and their goals. They make the consumers feel they mess achieve their goals by utilize the product by portraying the product in such a mood which is reflective of the tar express consumer? s perception of desired self (Schiffman and Kanuk, 2007, pg 87). The fact that consumers digest a choice, even in toll of the advertizing they want to be heart-to-heart to, has to be taken securely by researchers.Therefore the spiritualist which is utilize to reach to the audience and its effectiveness in equipment casualty of the impudence of the consumer in the sensitive and the recall it generates is of immense importance (Schiffman and Kanuk, 2007, pg 13). Ducoffe (1996) suggests that intimately exposures to advertisements argon do when the consumer is not actually shopping for the products, thus they are a waste. Therefore the advertisers now focus on the active share of publicise which gives them the scope to get the consumer to revert back to the company and 4 3500576 DISSERTATION-MA ADVERTISING &MARKETING uild a long term kind with them. With the growing of internet advert the advertisers have more opportunities to reach out to the consumers and get them involved (Evans, 2009). This subscribe is aimed at consumers who are well exposed to the video and internet as advertizement media. This show has been undertaken to bring in the factors which motivate pack to pay attention to the various types of advertisement in a position media. The get looks to actualize the consumer? s take on which media whole kit and caboodle for them better in terms of recall and affirm.Wang et al (2002) suggest that it is important to get a line that the consumer is not passive and evaluates their need satisfaction before purchasing a product, thus advertising needs to ensure that it should not only be able to don the consumers attention but too tuck their trust in o rdering to convert the curiosity or so a product or service into a supremacyful enquiry for the product. Neilsons Online dry land-wide check into (2009) shows that people trust tv set advertisements more as compared to online banner advertisements, although the degree of trust in online reviews is much higher than that of trust in television advertisements.The scan suggests that all everywhere the world 61% people trust television advertising, whereas in Europe 49% completely or somewhat trust television advertising. The Global middling for trust in online media is 41% whereas the trust in Europe is 36%. Stone (1999) suggests that internet allows not only two elan communications but also scope for a commercial transaction therefore it is easier to convert advertisements into business transactions online, thus change magnitude value to customers who would otherwise place their orders on the phone or visit a store.The Neilsons online consumer panorama (2009) suggests that two thirds of the global consumer thinks that advertising allows the consumers to make more in varianceed choices. The survey also suggests that the highest trusted form paid advertising is signed up e-mails followed by brand sponsorships. Consumer trust is often subjective based on familiarity with the brand and the medium and the security of the consumer, isolated from the perceived risk. (Ha , 2004). It is thus important to understand how these factors lead a consumer to perceive the relevance of a particular medium particularly internet.Another important factor is the value of the learning passed on to the consumer as it is one of the main functions of advertis ing 5 3500576 DISSERTATION-MA ADVERTISING &MARKETING (Kotler et al 2009). The relevance and the accuracy of the content contribute to the trustworthiness of an online advertiser. (Abels et al, 1999). The fashion the content is presented also often aids recall. The consumers? find advertisements with comic content easi er to recall in twain television and online advertising, although the television advertisements are more amiable than online advertisements based on comic element, emotion and the informational content. The Neilson online consumer survey,2009). This study has been conducted based on a combination of secondary and master(a) research. The secondary research has been used to understand the already existing info and expert opinions of the researchers related to online and television advertising in order to build a foundation for the research. Further a survey and In understanding Interviews have also been conducted to understand the following Which media is preferred better by the consumer? Which types of online advertisements are more popular? Is online advertising more unique(predicate) and informative?Does television advertising motivate the consumer to buy the product? What are the tangibles that a consumer notices or so a television advertisement? What factors aid recall in some(prenominal) television receiver and Online Advertising? The entropy has been sedate and systematically analyzed, based on which conclusions have been drawn. The study also has some limitations and managerial implications which have been discussed later. 1. 2 AIM The study aims to understand the consumer perception of the current television and online advertising. It aims to understand which form of advertising do consumers prefer 6 3500576 DISSERTATION-MA ADVERTISING &MARKETING nd also es hindrancelish the reasons as to why consumers prefer one form of advertising oer the other. 1. 3 OBJECTIVES OF THE STUDY The objectives for the study are as follows To understand consumer preference between Television advertising and Online advertising. To establish grounds based on which consumers may prefer one form of advertising over the other. To understand the factors which enhance consumer recall and trust in Television and profit 2. LITERATURE REVIEW In order to understand how consumers perceive advertising on television and on the internet, it is important to understand how consumers perceive advertising in the first place.The lit review forms in this study forms the base of operations for conducting primary research. The fake of various authors has been studied, reviewed and analysed in order to gain insights on what have been the trends of consumers till now relating to television advertising and internet advertising. The literary productions review also studies the scope in television and online advertising. 2. 1 CONSUMER PRECEPTION OF ADVERTISING Advertising by definition is a structured and composed, non personal form of communication of information. Most advertising we see, in most mass medi a is consumer oriented.The focus of all of it is to drive the end consumer to purchase the product or service (Arens, 2006). Literature suggests that advertising is not of necessity seen with sharp-worded interest, unless what is being advertised is of va lue to the consumer. Whether its television notice or 7 3500576 DISSERTATION-MA ADVERTISING &MARKETING internet browsing, there are multiple activities carried out by the consumers, especially in order to avoid the commercial breaks and in case of the internet, consumers have the free choice to close the advert all together or to skip it (Blunden & Blunden 1996 Schiffman and Kanuk, 2007).It is important to footprint consumer attitudes towards advertising due the cumulative effect the consumer attitude can have on the exposure, attention and reaction that consumers have towards any particular advertisement. (Alwitt & Prabhakar, 1999) Blunden & Blunden (1996) in their book advertising in a mul mdia age mention that with the advent of globalization, the sweet media particularly internet provides a chopine for advertisers to send out a globally uniform message across various cultures without many extra costs. Key subprograms of Advertising to the consumerInformation Entertainment E very day culture Figure 1 correspond to a report of Advertising Standards conditionity prepared by Rothwell and Hutchinson (2002) the consumer views advertising to be a part of day-to-day life, in the absence of which life could be dull and boring. harmonise to this report the consumers perceive advertising to have the following roles Everyday Culture Advertising nowadays blends into the daily life of people, by creating needs and wants in their minds. Advertising also generates views of how 8 3500576 DISSERTATION-MA ADVERTISING &MARKETING eople want to be seen in the society and forms the basis of self image. This fact mentioned by Rothwell and Hutchinson (2002) is also backed by the theory of Self Perception (Schiffman and Kanuk, 2007) which states that the consumer observes and makes judgments about their own behavior and choices. In case a decision works in their favor they would attribute the success to themselves and incase it does not they would attribute it to the sour ce. Marketers use the theory of Self Perception apply the location towards the ad rulel of consumer behavior given by Schiffman and Kanuk (2007).The authors state that the consumer forms various feeling and judgments based on the exposure to an advertisement which in turn affect the consumer? s attitude and their perception towards a brand based on what it could make them look like or what it would behave to them. Entertainment Rothwell and Hutchinson (2002) in their research found out those 2 things which drive consumers towards advertising especially in terms of television advertising is that firstly they are high on entertainment. The consumers like a shot feel that the advertising is very clever and the consumer has to pay attention to get to the message.Another feature which consumers enjoy is humor which seems to make its way into the consumers mind. This theory is pertinent for some(prenominal) Television and Internet advertisements which try to work on the ruttish ap peal. Tony Yeshin (2006) in his book Advertising states that humor when integrated well with the brand messages and imagery with an element of surprise is seen to enhance attention, credibility, recall, evaluation and purchase intention as shown by various researchers. (Weinberger et al, 1995 Cline et al, 2003 Alden, Mukherjee & Hoyer, 2000).Information consumers value the information provided by advertising and prefer advertisements which inform them about new products or offers or prices of products rather than just acting as reminders of the brand (Rothwell and Hutchinson, 2002). Tony Yeshin (2007) in his book Advertising talks about the Informational function of advertising and states that the advertising focuses on keeping the customer informed, the information itself could be for a new product to a new user, for an old product to a new user, new uses of an old product etc. 9 3500576 DISSERTATION-MA ADVERTISING &MARKETING ased on the heading of advertising. According to the Ne ilson online global survey (2009) on Advertising, by providing information advertising allows consumers to make better choices. Apart from that advertising delivers determine such as public service economic opportunities and creating value for customer via competition. It is at the akin time important to understand what the consumer perceives of differen t media which advertisers use. According to various authors despite consumer? s opinion of it being intrusive, Television remains the biggest medium for advertising. Kirchhoff, 2009 Tony Yeshin, 2006 Rothwell & Hutchinson, 2002). According to Kirchhoff (2009) in the time of recession where every form of advertising is seeing a downfall, it is only internet advertising that has seen growth. Kirchhoff (2009) in her work also mentions that synergistic advertising on platforms such as social earningss, gaming, mobiles, online videos and websites holds the key to the future of advertising. Thus it can be tell on the understanding o f the work of authors mentioned above that consumer attitudes towards advertising are based on their day to day preferences, way of living and culture. . 2 THE GROWTH ONLINE ADVERTISING With the growth of new media the advertising is moving from the preserve concept of marketing towards the pull concept of marketing (Blunden & Blunden & Blunden & Blunden, 1996). According to Corey (2005) pull strategy is figed to generate endconsumer response. It is used as a tool of trust building, interactive form of communication which leads to the consumer pulling the products through channels. Corey (2005) also states that Pull strategy has often been seen to establish a brand identity and personality, by allowing the consumer to interact with the brand.Blunden & Blunden (1996) suggests that the advertising in the new media, particularly internet focuses on three main elements 10 3500576 DISSERTATION-MA ADVERTISING &MARKETING Communication the message should be top out and innovatively repre sented to gain consumer attention and retain it as well. Information the information provided should be relevant and easy to understand and should motivate consumer response. Service there should be sources of instant service available in order to cater to any consumer interaction.The authors (Blunden & Blunden, 1996) mentions in the book Advertising in a Multi Media Age, that it is important to deliver the above three elements to the consumer as with the growth in technology the communication is now on a one to one basis. The consumer restrains with the message directly due to its constant availability and no space or time constraints. This also works to the advantage of advertisers as they are able to keep a tab on consumer responses and the message can be altered easily and widely sent without compromising on content.The authors suggest that the success of online advertising is based on the level of involvement it is able to generate with the consumer rather than the exposure. W ith its wide reach and scope for interactivity, online advertising can lead to serious branding activities. Previous researches have shown that consumers find advertising on the internet both(prenominal) informative and entertaining however the consumer focus remains on the informative element of the advertising (Ducoffe,1996 Diaz et al, 1996 Mehta and Sivadas, 1995). Advertising on the Internet is a great source of income for web based business.And with and growth predicted for internet, it is growing into a global phenomena reducing the cost and increasing the effectiveness of advertising by allowing the marketers to target the consumers who are interested in their products and services and are more likely to act on the advertisements they are exposed to. (Evans, 2009) Online Advertising revenue has increased from 8. 1 billion dollars in 2000 to 21. 2 billion dollars in 2007. Over all Internet advertising has shown a growth of 8. 8% during the same time period. (Interactive Adve rtising dominance Press Releases 2000-2007) 11 500576 DISSERTATION-MA ADVERTISING &MARKETING Figure 2 root Interactive Advertising Bureau Annual Report and Press Releases, 2000 -2008. Literature (Blunden & Blunden 1996 Zeff & Aronson, 1999) suggests the following advantages of online advertising 12 3500576 DISSERTATION-MA ADVERTISING &MARKETING High degree ofConsume r control Consumers /consumer responses can be easily tracked Effective Targeting Advantages of online advertising Not spring by geographic al limitations Deliverabilt y/High quality entertainme nt Flexibility Figure 3Online advertising first started in the form of promotional emails for discussion groups in the early 1990? s. Over the years what started out as a medium for early adopters, internet by 1998 had turned into an important platform for mass marketing, gaining wide acceptance from audience for advertising on the internet (Zeff & Aronson, 1999). Some popular forms of advertising on the Internet have been exp lained by Zeff and Aronson (1999) as follows Websites as advertisements they were seen as the first kind of Internet advertising, but since they were either too simple (focused on grownup out brochure 13 3500576DISSERTATION-MA ADVERTISING &MARKETING like information) or too complicated (technical features and complicated design) they failed initially. Since then marketers have come a long way. Today the websites not only act as a mirror to the brand image but also provide the marketer a platform to sell himself to the vast pool of consumers, interact with them and develop a relationship with them based on two way communication and understanding their needs. From being technically complicated the websites straight off have gone to being innovatively simple. They use humor and contextual information to convert a browser into a buyer.A very thoroughly example for this has been cited by Zeff and Aronson (1999) they mention the Cadillac website which allows the consumer to chose the m odel of the car they want to buy and then from that point onwards, the user can decide on all the woofs they want in the car from the exterior colour to the interior design. Direct Mails what started out as email newsletters, discussion lists and sponsorships has evolved into advertisers sending direct mails to their consumers. Direct mailing is a brand building exercise which acts as a time to time reminder of the brand and helps gain an insight into changing consumer trends.Although it has been a popular mode of advertising, it has been very often criticized for its Spam status and poor results. ( Zeff & Aronson, 1999) Banners Banner advertising is a standardized type of online advertising (typically 468 ? 60 pixels in size) that consists of graphic and textual content and contains a link to the advertiser? s Web site (Manchanda et al. 2006). Banners have been one of the mostly spent on form of web advertising. From being static to interactive today banners have evolved which all ow the consumer to view videos or even complete transactions without actually leading to the website of the brand.Banners today are more interactive and entertaining. The role of banner advertising has changed from generating website traffic to creating brand recall and providing the customer a good experience. (Zeff 7 Aronson, 1999) 14 3500576 DISSERTATION-MA ADVERTISING &MARKETING According the study on online behavioural advertising (2009) by the Internet Advertising Bureau 50% more people can trust online advertising than vanadium years ago. The study also states that almost 46% people like online advertising and reflect a positive attitude towards it. Figure 4 Source Internet Advertising Bureau (2009) 5 3500576 DISSERTATION-MA ADVERTISING &MARKETING Figure 5 Apart from the traditional forms of online advertising, online advertising today based on elements of interactivity uses more creative and wide spread instruments such as games and social networking websites to cater to th e advertising needs of the consumers. Online advertising has gone another notch above by using 3 -D advertising to enhance consumer experience. Using 3-d effects in advertising products has been seen to enhance the consumer experience and increase advertising effectiveness. Debbabi et al, 2010). The study of the literature in this section suggests that internet as a medium has come a long way and the way consumers utilize it is also dynamic. Thus in an age where internet is one of the most popular mass medium it has become important to understand what drives the consumer to notice and trust one form of advertising over another. 2. 3 THE CHANGING SCENARIO OF TELEVISION ADVERTISING Hackley (2010) in his book Advertising and Promotion argues that TV till date remains the most prestigious way of reaching out to an audience of millions.Although it has a wide reach and is dependent of creating huge dramatic impact Television advertising can exclude to be very expensive. The reason for this can be attributed to the fact that 15 16 3500576 DISSERTATION-MA ADVERTISING &MARKETING commercial programme makers serve the entire UK via the ITV network and the BBC does not carry any advertising on any of its channels. (Hackley, 2010) Arens (2006) in his book Contemporary Advertising states that Television as a medium of advertising is available to advertisers in two main forms pervade and cable.Although Television has been used in the past as a strict form of mass media, today it is much more versatile than that. From offering advertising about mass consumption goods to niche advertising, today Television advertising caters to a variety of advertisers needs. The Author is of the opinion that Television apart from delivering creative big ideas also plays a very important role in building brand personality and accordingly develops consumer relations with the brand.Today advertisers use it as a leverage tool, where the consumer can identify themselves as prospects by respon ding to a commercial and interacting further with the brand via other media such as internet or SMS. Kotler et al (2009) in their book Marketing Management back the above theory by mentioning two major strengths of Television advertising, first it can be effective means of demonstrating product attributes and persuasively explaining their corresponding benefits to the consumer. Secondly it helps determine brand personality with the use of imagery.Hackley (2010) further feels that television as a medium is so powerful that it tends to dominate in a room demanding attention even if the viewers are not necessarily interested. It is the medium which reflects and projects audience fantasies and aspirations and brands use this to promote themselves as accessories to these aspirations. The author further explains that TV as a medium has the power to convey different values across various cultures and has the ability to adapt to the various ways people perceive the information broadcasted on it.TV is seen as a social medium which reaches to the people looking for entertainment, information and ideas about new ways of living and consuming. 17 3500576 DISSERTATION-MA ADVERTISING &MARKETING However television advertising is not without its limitations. Zhao et al (2011) cited authors such as Kent (1993) and Zhao (1997) who in their work mention that the growth of clutter in television advertising has always been of concern to marketers, as it causes great amount of muddiness in the mind of the consumer and may even be a negative influence on the overall success of television advertising.Nail (2004) supports this argument by stating that most consumers, even those who believe advertising claims or pay attention to forms of advertising online and offline are keen on signing up for devices and services which allow them to obturate advertisements. The reasons for this trend have been showcased in the figure below Figure 6 Source Nail (2004) Bellman et al (2010) in their study of using interactive banners to reduce television advertisement avoidance stated that the use of interactive banners can re duce the frequency of channel switching by almost 40%, although they did reduce the recall of the viewers.However they also stated in their work that it has become important to retain the consumer at any cost, rather than letting them avoid advertisements . The Authors are of the opinion, that with the change in time and development of new technologies, Television advertising, which was once seen as an intrusive one way form of communication has turned into an interactive form of communication, allowing sco pe for feedback and further enquiry, via communication channels like the internet and 18 3500576 DISSERTATION-MA ADVERTISING &MARKETING telecommunication.Brian and Margot Blunden & Blunden & Blunden & Blunden (1996) suggest that the two toughest challenges legd by television advertising are Networked Interactivity with the internet offering various op portunities of detailed interaction and the growth of niche marketing, television is mostly competing for consumer time which is finite in nature. Internet here gains serious advantage in terms of information retrieval, gaming, transactional activities etc. Interactive Video Networks with the growth of high quality video channels and online version of television channels, the way television advertising is perceived has changed a potentiometer.With great audiovisuals of products available on servers, consumer? s choice has become paramount and programming today reflects more and more of the marketplace. Television is growing into a mass medium with something to offer to a niche market at the same time. As the viewers control over his/her viewing increases, advertising is moving towards a more specialized strategy in terms of targeting and even in terms of content. (Blunden & Blunden & Blunden & Blunden, 1996)In this age where Advertising can easily be perceived as intrusive it is im portant to understand what drives the consumer to trust a certain form of advertising and to understand what draws the consumer? s attention. According to Neilson? s online global survey of advertising (2009) the trust in television advertising since 2007 to 2009 has increased by 2%. Further the trust in fall guy sponsorships has increased from 49% in 2007 to 63% in 2009. The survey further shows that the trust in all advertising categories online has increased. These are positive signs which show that although there is clutter in the 19 500576 DISSERTATION-MA ADVERTISING &MARKETING advertising world and brands have various claims to make, the trust of the consumer may be shifting from one medium to another but is not lost. This can be further understood by the charts given below which give a clear idea of level of trust in various advertising media. Figure 7 Source Neilsons Online Global Survey for Advertising (2009) 20 3500576 DISSERTATION-MA ADVERTISING &MARKETING In Neilsons On line Global Survey for Advertising (2009) the elements of humor and emotion are very important for the consumer to be engaged in advertising.According to their survey they found that the consumer interlocking in TV adverts was more than the consumer competitiveness in online video adverts. This is further validated by the chart given below Figure 8 Source Neilsons Online Global Survey on Advertising (2009) Though television is still the most widely used form of advertising, the way television is used and programmed all over the world has changed a lot. This study intends to understand how consumers are dealing with the interactive element of television advertising and how do they perceive television advertising in today? world. 2. 4 ONLINE VS TELEVISION MEDIA FOR ADVERTISING Traditional media although offer a very wide reach they have a definite schedule and are broadcast at a particular time, the advertisers can not in this case do much to ensure that the consumers they have targ eted are exposed to the advertisement. The consumers may often be undertaking more than one activity while viewing television 21 3500576 DISSERTATION-MA ADVERTISING &MARKETING they may get up for a coffee or switch channels, all these factors of avoidance are out of control of the advertiser. (Evans, 2009)Internet and Online advertising offer a distinct advantage over television in thi s case they allow the advertiser to track consumer activity and the level of engagement of the consumer in a particular advertisement. (Zeff & Aronson, 1999 Evans, 2009). Further Evans (2009) that since it is easy to track consumer activity online it is also easy to offer advertising related to the activities the consumer is involved in thus creating a link between the two and creating a relationship between the brand, the advertisement and the consumer. A great example of this is the advertising on face book.Based on recent online history and the personal likes and is likes updated by an item-by-ite m on their profile advertisements are updated on the wall of the individual thus offering what the consumer may be interested in on a platform that the consumer chooses to be exposed to on a frequent basis. Blunden & Blunden (1996) in their book Advertising in the Multimedia Age state that television advertising is bound by textual, visual and acoustic formats in order to convince the consumer that the product being advertised is a way of fulfilling their desires.The consumer in such a case has to go through the entire advertisement to get the message. The linear form of communication makes television advertising strictly a form of push marketing whereas the Internet works on the pull marketing concepts, the advertising on the internet allows the consumer to view the advertisement on a one to one basis and engage with it, allowing the consumer access to it without any limitations of time and space making online advertising more niche in its come up. Nel et al. 1999) suggests that o ffline business extend their business online to offer support to it just as TV networks are doing so thus keeping their target audience with them. In order to ensure that this consumer market is not lost to advertisers media companies have introduced many cross-platform advertising packages that use both online and offline versions of the media to make the medium more attractive to advertisers. For example, NBC used its cross-platform advertising package for its Winter Olympics program and achieved considerable success (Beard 2002). 2 3500576 DISSERTATION-MA ADVERTISING &MARKETING Although many studies have been conducted about the online advertising and television advertising (Evans, 2009 Forest, 1998 Nail, 2004 Debbabi, 2010 Bellman, 2010) there is not much written about what the consumer thinks of the changes in the advertising media and the changes in the pattern of advertising in both media. Forrest et al (1998) states that New theoretical models are emerging to explain the man y-to-many communication processes evolving (Hoffman & Novak 1996) from Internet communication.However, theorizing and further research needs to extend beyond the process to the structure of attitudes to Internet advertising, as has been proposed by the current research. Based on the study of the above mentioned literature it can be state that both television advertising and Internet Advertising have evolved a lot. Television has gone from being one way communication to adopting a more interactive approa ch of advertising by making online websites a part of their advertisements and moving towards recorded television allowing people to skip commercials altogether.Similarly Internet is also continuously evolving, with new forms of advertising becoming popular it has become crucial to understand that eventually it is up to the consumer to choose what they want to pay attention to and what they chose to remember. Thus making the consumer the king, with the advantages of both the media, it becomes essential to understand what makes the consumer remember the advertisements in one media better than the other and what kind of advertisements work in which type of media. 2. 5 SCOPE FOR TELEVISION & ON-LINE ADVERTISINGThe advertising scenario is dynamic and is changing rapidly. With the digital media gaining more and more importance the advertising campaigns are cross channel. Kirchhoff (2009) in her work states that the internet will have to focus on the new developing platforms for advertising and be creative with it in order to gain the consumers attention and retain it. For a better understanding of the consumer and a wider reach, advertisers have to focus on platforms such as social networking and gaming. 23 3500576 DISSERTATION-MA ADVERTISING &MARKETINGOnline advertising is moving towards behavioral marketing, meaning it is based more and more on the information provided by the consumer on various platforms such as facebook or websites where they are registered. In gis et al (2009) in their report developed for the Advertising Association of America state that a dvertising today is based on the major following fundamentals Transparency selective information safety and sensitivity Consumer control With the growth in interactivity these three aspects of online advertising need to be considered seriously.Further in television Brennon (2011) in his nueroscientific study of advertising on television states that advertising on television works at a very deep level. Advertising on television is more about creating emotional associations, telling stories & influencing the way we feel about brands rather than creating awareness alone. The study conducted by Brennon (2011) states that television as a medium is more about engagement and thus affects the emotional part of the brain more than the rational part. Brennon argues that what makes television commercials work is the creativity.The advertisers must focus on the fact that the advertisement should b e able to tell the story in an emotionally engaging manner, the most effective tool for which is music. The study states that TV as an advertising medium generates almost 30% higher levels of emotional intensity, engagement and detailed long term memory, all of which are indicators of future brand purchase. It also suggests that internet as a medium of advertising is more effective when appealing to the rational part of our brain and is more attention in terms of visuals. The study further states that launching a campaign which uses television and nternet advertising in a manner that it compliments each other, tends to increase the level of 24 3500576 DISSERTATION-MA ADVERTISING &MARKETING engagement, but that is order specific, i. e. first the consumer has to be exposed to television advertisements followed by online reminders or engaging activities. In conclusion, it can be said that, based on the thorough study of the literature that the way the consumer perceives any form of adv ertising or the medium of advertising is not only content based but also depends on the exposure to the medium, personal needs and wants.The use of emotion and information along with clear feedback or response options are the common links in both television and online advertising. Both the media are functioning on the basis of interactivity and the aim of all advertising it seems has become to get the consumer to revert back the advertising brand. The study ther efore focuses on finding out the motivational factors which lead the consumer to pay attention to a particular advertisement or respond to it.The study also focuses on understanding a deeper understanding of how entertainment and use of emotion aids recal l and trust in advertising in one medium over another by using qualitative methods. Further the study uses quantitative methods in order to understand the general preference of the consumers of television and online advertising. It analyses the trust, valu e and engagement factors which consumers consider important using an online survey. Having understood how consumers react to different media can have various managerial implications for the companies which have been highlighted in the study later on. . PROPOSITIONS TO BE STUDIED Before commencing the primary study, it is important to understand the propositions being investigated. The through study and epitome of the literature in the above section has highlighted that although a lot has been said about consumer attitude towards advertising, the growth of internet as an advertising medium and the dominance of television, there are no studies in particular which take in the consumers perspective about the advertising in both television and internet as media and account for popularity with the consumers.This study aims to find answers to the following propositions I. To understand which of television advertising & online advertising is more popular with the consumers? 25 3500576 II. DISSERTATION-MA ADVERTISING &MARKETING To understand which features of television advertising & online advertising do consumers enjoy? III. To understand why consumers trust advertising in one medium over another? IV. To understand what motivates recall in one medium over another for the consumers? 4. RESEARCH METHODOLOGY This section examines the methods which have been used to carry out the study.A critical examination of all the methods used has been undertaken to ensure that they are best suited for this study. watch over (2000) in his book Essential of Market Research shapes market resea rch as the disciplined collection and evaluation of specific selective information, in order to help suppliers understand their consumers better. (Citing Chisnall, 1992) 4. 1 SCOPE OF THE STUDY This study has been conducted in order to gain an insight into the consumer understanding and preference of the advertising in Television and online media.Understanding of literature in the previous section suggests t hat although a lot of research has been conducted in terms of the consumer belief towards a dvertising in different media, there is very limited research available which is indicative of what is the consumer? s evaluation of advertising in the current media and gets the consumer to notice advertising in one medium over another. The study has been conducted in two manakins the beta and the descriptive.The study uses a mixed methods approach of marketing research, using quantitative and qualitative research methods in order to understand consumer perspectives on television and online advertising. Johnson et al (2004) in their work state the following advantages of mixed methods approach 26 3500576 DISSERTATION-MA ADVERTISING &MARKETING A mixed method approach allows a larger array of questions to be answered more specifically. The use of quantitative and qualitative methods allows the researcher to validate the data in terms of numbers as well as attributes.A mixed methods approach helps increase evocation of the results and use the numbers to validate insights. Can provide stronger evidence by convergence of both results. Bryman (2006) further states that conducting a mixed methods research can be advantageous as it allows the researcher to clarify the nature of their intentions and accomplishments. The study through comparison of trust and popularity of advertising in television and online media helps gain an insight into what the consumers are willing to pay attention to and whether it has any effect on their purchase decision and overall experience further enhancing recall.The quantitative part of the study allows the consumer motivations and preferences be represented in numbers showing a clearer picture of consumer choices of exposure and the quantitative part of the study is reflective of the causes for the choices. 3. 2 RESEARCH DESIGN Churchill (1979) defines research design as the tool for overall guidance for the collection and analysis of data. Re search design is very important as it acts as a very critical link between the theory and data collected (Nachmias & Nachmias, 2008).Bryman and Bell (2007, p. 40) state that the research design is reflective of the priority given to the different dimensions of the research process. The research design for this study can be depicted as follows 27 3500576 DISSERTATION-MA ADVERTISING &MARKETING Research Design Exploratory Face to face Interview (6) Descriptive Online Survey (100) In Depth Interviews (4) Figure 9 The research has been conducted in two stages. The first being the exploratory research where the study tries to establish the grounds for the actual study.This phase uses qualitative tools to probe the consumer in order to gain insight into consumer habbits and perceptions relating to television viewing and internet browsing. The study focuses on the consumer specific aspects of television and online advertising to are the consumers aware about and how much attention they pay to these forms of advertising followed by Descriptive research using Quantitative an d Qualitative research about Television Vs Online advertising the consumer? s perspective. The descriptive phase deals with representing consumer preferences in numbers.Exploratory research can be defined as the study undertaken to identify new problems without any awareness of the nature of the problem or to define characteristics or variable which affect the nature of the problem. The exploratory research is used in order to gain insights in to the general nature of the problem and the relevant factors which need to be considered (Aaker, Kumar and mean solar day, 2001). The study uses exploratory research to understand the consumer dynamics and rule of television and internet as media.The exploratory research aims to understand the consumers? usage of television and internet and their perception of features of television and online advertising that the consumers notice and what they like about television and online 28 3500576 DISSERTATION-MA ADVERTISING &MARKETING advertising in particular. Since the consumer? s perception of the advertising in both media cannot be gauged, this phase of the study uses unstructured face to face interviews in order to conduct the exploratory research. Aaker, Kumar and Day, 2001) The findings from the exploratory research have been used as the premises for the Descriptive research, by using the findings to design the questionnaire and the in depth interviews. The second phase of the research is determinate Descriptive. According to Aaker, Kumar& Day (2001), descriptive research is widely used in market research to describe systematically a phenomenon, attitude towards an issue, service or programme. Glass & Hopkins (1984) in their work state that descriptive research can be both, qualitative and quantitative.It involves gathering data which is descriptive of an event or particular which can further be organized in to data tables and charts which describe the outcomes of data collection. This phase of the study uses both quantitative and qualitative methods of data collection. This phase aims to understand which medium is preferred by most consumers in terms of advertising appeal and experience. In this section the study is designed to gain insights into make factors which may lead to an inclination towards advertising in one medium over the other.In order to understand over all preference of the consumer, an online survey has been used and in order to understand the possible motivating factors in depth interviews have been conducted. 3. 3 selective information Sources The study has been conducted based on relevant sources both secondary and primary. utility(prenominal) data has been used to understand the existing theories and consumer perspectives on advertising in general and advertising in different media. Primary data has been collected in order to highlight which of television or internet advertising is more p opular among the consumers of today and why?Secondary Data Secondary data refers to the already existing data which has been collected by persons or agencies for purposes other than solving the problem at hand. (Aaker, Kumar & day, 29 3500576 DISSERTATION-MA ADVERTISING &MARKETING 2001) Aaker, Kumar& Day (2001) list the following benefits of using secondary data as a part of a research a) It forms the basis of primary research and helps understand and define the problem. b) Study of secondary data may provide enough information to resolve the problem. ) Study of secondary data helps understand data collection methods and plan the research accordingly. d) It helps define the population and set criteria for data collection. According to Proctor (2000) secondary data can be either internal produced within an establishment based on its day to day operation or external collected from a wide variety of sources such as journals, books, trade outcome etc outside an organizatio n. Books hav e been used extensively in the study for underlying theories. The theories have then been validated and their application has been studied through various articles.The study uses secondary data from journals which have been accessed via student resource bases such as EBSCO, EMERALD & SAGE. The books in this study have been accessed via the Lanchester Library at Coventry University. Primary Data Primary data refers to the data which has been collected for the first time in order to address a particular problem or to find answers to particular questions it is usually conducted by market research institutions, educational institutions, government bodies and independent researchers (Curtis, 2008).Primary data helps the researcher actually gain answers to the research questions and move towards finding a solution to the research problem. It helps identify the relationship between existing variables and also if there are any new factors which need to be considered are brought into light. The primary data for the purpose of the study has been collected using an online survey with 100 Coventry university students and 4 in depth Interviews with Coventry university students. 30 3500576DISSERTATION-MA ADVERTISING &MARKETING 3. 4 Data Collection Methods Data collection is an important part of this study as it helps fulfill our objectives of trying to find out consumer preferences of television advertising and online advertising. For the purpose of this study both quantitative and qualitative methods of da ta collection have been used. a) Quantitative Data The quantitative data plays an important role in this study, as it helps establish the overall preference of the consumers.Johnson (2004) in their work mention advantages of the quantitative data, these have been listed below It helps validating existing theories and also allows generalization of results. It helps assess cause and effect relationships better. Quantitative data is relatively easy and less time consuming t o collect. It is precise in nature and data analysis is simpler. It is relatively independent of researcher bias. The Quantitative data for this study has been collected using an online survey. A Survey has been most often used to undertake descriptive studies.The Survey has been used as a main tool for data collection in this study as it allows the researcher to examine and explain the differences in choices and the relationship with factors that affect consumer choices (Saunders et al, 2007). Curtis (2008) states that the type of survey to be conducted depends on various factors such as the number of responsives required for the survey, time constraints, budget constraints &characteristics of the experiment population. 31 3500576 DISSERTATION-MA ADVERTISING &MARKETINGThe survey for the purpose of the study is structured and has been designed online. It has been posted out to a database of 100 Coventry University students via social networking sites namely facebook. Couper (2001) in his review of web based surveys states that with the mass reach of internet and the low cost that it offers, internet has become an easier medium for the researcher to reach out to the savours without being bound by geographical or time limitations. This allows the researcher to gain insights into a wider variety of data and reduce to some extent take bias.This statement is also backed by Curtis (2008) who states that online surveys are particularly advantageous when sending it out to study internet users and they allow the surveys to be completed quicker and with minimal or sometimes no cost at all. T he survey for this study is a structured close ended survey which has been designed using the internet survey website- www. kwiksurveys. com . The survey aims to understand consumer attitudes towards television and online advertising thus the questions have been designed such that each question offers multiple choices.The survey also uses likert scale in order to understand cons umer attitude towards online and television advertising (Proctor, 2001). The survey has been attached in the appendix. b) Qualitative data The study uses qualitative methods of data collection in the exploratory as well as descriptive phase. In the exploratory phase, personal interview has been used in order to gain insight in to consumer? s behavior towards advertising on television and internet. The personal interview has been seen as one of the best methods for in home interviews. Proctor, 2001) for the purpose of the study the personal interview has been conducted at home for 6 different people in their homes. The interviews are brief and friendly and don? t stand firm for more than 20 minutes. The interview has been designed so as to understand what the consumers are watching and what are they actually paying attention to in terms of advertising. The interview shoot has been attached in the appendix. The personal interviews use a mix of open and closed ended questions. 32 350 0576 DISSERTATION-MA ADVERTISING &MARKETING For the descriptive phase In depth Interviews have been conducted.Webber and Byrd (2010) define In depth interviews as a qualitative research method which uses open ended questions to scupper information on a topic and allows interviewees to express their opinion and ideas in their own words. Despite the fact that the survey does allow questions which measure consumer attitude, it was important to include in depth interview in the study because survey often relies on the assumption that the interviewees have understood the questions as intended and that the survey is capable of capturing the complete humankind (Berg, 2009 Esterberg, 2002) however this may not always be true.Thus the study uses In -depth interviewing which acknowledges the subjective approach of the interviewee and gives them scope for addressing the question as per their reality (Webber & Byrd, 2010). Proctor (2001) states the following advantages of in depth interview s ? There is no group pressure, thus the responder is free to reveal their true feelings. ? The one to one scenario makes the respondent feel important and valued. ? Respondents can be probed at length to reveal their true feelings and under laying motivation. ? Allows greater scope for non verbal feedback.The in depth interview for the purpose of this study has been conducted with 4 samples, each interview lasts for 30 minutes. The interview uses some projective t echniques. Projective techniques can be defined as techniques which help penetrate individual? s defense mechanisms allowing their true emotions to emerge. (Proctor, 2001) For the purpose of this study word association test and execration completion test have been used. The respondent is given a series of words or incomplete sentences which they have completed based on what comes to their mind when they think of the word or sentence given. Proctor, 2001) 33 3500576 DISSERTATION-MA ADVERTISING &MARKETING The in depth int erview has been based on an interview guide which was developed to give a direction to the interviewees. According to Webber and Byrd (2010) an interview guide includes specific questions, topics of interest and ques which can be used in combination thus leaving scope for flexibility of the interviewer. The interview guide helps shape the structure of the interview as per the comfort of the interviewee. The interview guide leaves scope for follow up questions and thus making it easier to tap the respondent? s views.The interview guide for the in depth interviews in the study has been attached in the appendix. Furthermore the In depth interviews have been videotaped for the purpose of accuracy in analysis (Webber & Byrd, 2010) with the consent of the respondents, the consent forms for which have been attached in the appendix 3. 5 SAMPLING According to Ross (1978) sampling in educational research is mostly conducted to study a part of the population in detail rather than the whole po pulation itself. The information gained from the study of this sample is used to develop generalizations about the population.To sample is to examine a portion of a whole in order to judge the nature of the whole. (Proctor, 2001) The sampling plan used to choose the sample for both the survey and in depth interview is based on the model given by Proctor (2001) Defining the Target population development a sample frame Selecting a sample design Figure 10 34 Defining the sample size Selecting the sample members 3500576 DISSERTATION-MA ADVERTISING &MARKETING Sample Population The sample population for this study is students of Coventry University, UK. The population has been defined by Proctor (2001) as the sum total of what is being measured.Sampling method for the purpose of this study, the Sampling method used is non-probability judgment sampling. Proctor (2001) defines judgment sampling as the sampling based on the purpose. Ross (1978) states that The process of judgment, or purpos ive, sampling is based on the assumption that the researcher is able to select elements which represent a typical sample? from the appropriate target population. For the purpose of this study the judgment was based on the usage of internet for over 2 hours. Over 150 respondents were contacted for the purpose of the study of which 100 responses were successfully received and evaluated.Sample size the sample size for the online survey is 100. For the exploratory phase a sample size of 6 personal interviews has been used. The sample size for in depth interviews in the descriptive phase is 4. The samples fall in the age group between16-45. The samples belong from different nationalities. For the purpose of this study they have been asked to mention their ethnicity, which can be categorized as Asian, British, African and other. The samples are students pursuing bachelors and masters degree. 3. 6 DATA ANALYSIS TOOLS The data analysis for the study uses tabulation.According to Proctor (20 01) tabulation involves laying out data in easy to understand summarized tables. Patterns in the data can be easily identified and are easier to represent in the form of graphs. The data collected from the survey has been converted in to a table using Microsoft excel. The data collected from personal interviews and in depth interviews has been recorded with the due permission of the participants and transcribed. The data transcribed has been analysed using content analysis and study of semiotics. Content analysis has been used in order to understand common themes which emerge in terms of the consumer? perception of advertising in both the media (Weber, 1990). Semiotics has 35 3500576 DISSERTATION-MA ADVERTISING &MARKETING been used in order to look out for signs and body quarrel during the interviews which are indicative of any sort of attitude or emotion towards advertising in television or online media. These tools however cannot be used as complete proof of the consumers attitud e towards the subject, and thus will only be used to highlight the common possible themes and gain insights into possibly existing attitudes. 3. 7 DATA REPRESENTATIONThe results and data interpreted for the study have been represented using tables, graphs and diagrams. 3. 8 LIMITATIONS OF THE STUDY There are no major limitations to the study. The study is a low risk project and has been approved by the supervisor. An ethics form stating the same has been attached in the appendix. The limitations for this study can be stated as follows Because of Judgment sampling, there could have been a sense of bias based on the exposure of the researcher to target population. The researcher may have passed the survey around to a known group of samples belonging to the target population.The in depth interview has been conducted with only 4 participants due to lack of time, thus they may not represent the views of everyone on the whole. Each respondent of the interview has subjective views based on their experience thus they cannot be used as a standard measure to judge the attitude of an entire population. 5. DATA ANALYSIS 5. 1 RESULTS OF THE EXPLORATORY RESEARCH The exploratory research was conducted with six people who were interviewed face to face. During the course of the conversation the suggested the respondents suggested 36 3500576 DISSERTATION-MA ADVERTISING &MARKETING hat being students they usually end up browsing online more than they spend time watching television. One of the respondents said that I enjoy watching some advertisements on television in between programmes only if they are funny. While another said that I cannot really sit through commercials, I end up getting up for tea or something. The results of the exploratory research highlighted the following areas to be focused on for the descriptive phase of the research The emotional and rational aspects of the advertisemnts need to be understood based on the media.For example one of the respondents said that I prefer clicking on an internet advertisement because I am bound to find some relevant information there whereas TV advertisement is just a form of entertainment for me. Online advertisements are easier to avoid but they offer better deals. For example one of the respondents said I can but close an advertisement and carry on, at the same time if it has a great discounts or deal to offer I will have the option to look up the deal and even make the purchase then and there.The focus has to be on understanding the attitude of the respondents towards the advertising in TV and Internet and defining a definite preference for one over the other. 5. 2RESULTS & FINDINGS OF THE ONLINE SURVEY The survey was completed in the duration of 5 weeks starting twentieth November 2011 and ending 28th December 2011. The results were extracted from the website www. kwiksurveys. com in the form of a pdf which gives detailed understanding of the overall responses to each question. Further an excel sh eet giving an overview of individual responses to each question has been extracted both of which has been attached in the appendix. 7 3500576 DISSERTATION-MA ADVERTISING &MARKETING Based on the online survey, the study found that most of the students who filled in the survey were Asian followed by equal number of Africans and British. Most students were in their 20? s. 7. 22 % 7. 22 % 80. 41 % 5. 15% Asian African British Other Figure 11 Based on the data collected it can be said that over all students spend more time browsing on the internet these days rather than watching television. Most students watch television for 0-2 hours. The comparison of time spent watching television in day to time spent browsing online is depicted in the figure below 8 3500576 DISSERTATION-MA ADVERTISING &MARKETING Time spent watching tv vs browsing online 100 78. 35 27. 27 80 2. 06 60 6. 19 13. 4 40 0-2 hrs 22. 22 29. 29 2-4 hrs 4-6 hrs 21. 21 20 more than 6 hrs 0 Time spent watching TV Time spent Brow ing Internet Figure 12 60% of the sample who took the survey said that they skipped advertisements shown on television. Despite the high number of people skipping advertisements, the advertisements which people found most appealing were humorous ones in second place were the ones which offered deals & discounts followed by the ad vertisements using emotional appeals. of people who skip Tv advverts 38. 78 yes 61. 22 Figure 13 39 no 3500576 DISSERTATION-MA ADVERTISING &MARKETING Type of Television advertisement found appealing 100 80 61. 62 60 40 16. 16 20 11. 11 10. 1 1. 01 0 Tv Ad Appeals farcical Deals Emotional Social messages Ads for websites Figure 14 61. 62% of the people said that they found humorous advertisements easier to remember. Further they said that 16. 16% people remembered advertisements which offer deals and discounts.Cline & Kellaris (2007) cerebrate in their work that when humor is well related to the message of the advertisement not only aids brand recall but a lso increases consumer? s ad recall.