Money generated from illegal activities Dissertation

Money generated from illegal activities - Dissertation Example Money laundering can be seen as a deliberate effort that is made to close the trail of criminals. Money laundering is seen as a convenient outlet through which the trail of criminals can be cleaned in order to blot out all tracks that would lead to them.A person who sells drugs or a person who runs a human trafficking ring which leads to prostitution might want to find ways of injecting funds legally into the economy to appear legal. This can be done by banking the proceeds as part of the ‘profits’ made through his restaurant or banking them as part of a casino’s winnings. All these are deliberate efforts that are meant to erase any investigative tracks that are meant to pin them down as criminals.The concept of money laundering becomes more complicated when it spans across different national borders. This is because the inclusion of other countries in a money laundering attempt makes it much more difficult to detect and tough to resolve since it requires the coop eration of different law enforcement regimes to combat it effectively. This is not always easy and it comes with a high degree of complications. The two variables are legal systems and cooperation and it is very difficult to attain convergence.Money Laundering involves three main phases: placement, layering, and integration. Placement involves the separation of illicit funds from the illegal source. This means that money gotten from illegal means are taken out of the original source and prepared to be sent to some other category of funds which might disguise its origins. Once placement is done, there is layering, which involves the integration of the illicit funds into the financial systems. This involves the lodgement of these illegal money in some kind of category of funds that is legally acceptable. Finally, there is integration of the illegal funds into the legitimate economy. This means that the money is spent in the normal sense as though the money was gotten from any other le gal source of funds. This means that the money is likely to be seen as legal when it is far from the normal legal funding. Money Laundering and its Relationship to Terrorism Money laundering is often used to describe the general sense of presenting illegally acquired funds as though they

Ethics Assignment Example | Topics and Well Written Essays - 2500 words

Ethics - Assignment Example Answers to Questions 1. What would you do if you were the acting CO of the submarine? What level of Kohlberg’s moral reasoning is this decision based on? As indicated in Lesson 8, Kohlberg’s theory â€Å"assumes the primacy of cognition and defines a moral act as one that follows a process of moral reasoning and judgement based of principles† (1). Kohlberg’s six stages are enumerated as: Level 1: Preconventional Morality where Stage 1 is indicated as Obedience and Punishment Orientation, Stage 2 is Individualism and Exchange; Level 2: Conventional Morality made up of Stage 3: Good Interpersonal Relationships and Stage 4: Maintaining the Social Order; finally, Level 3: Postconventional Morality composed of Stage 5: Social Contract and Individual Rights and Stage 6: Universal Principles (Crain). Upon evaluation of each levels and corresponding stages, one can deduce that the decision to close the hatch in this particular scenario falls under Level 3: Postcon ventional Morality where both rules of law are considered and the possibilities of considering the universality of ethical principles. To answer the question, what would you do if you were the acting CO of the submarine?, it is not simply a matter of stating that one would order the hatch to be closed immediately without taking into consideration a number of factors. For one, the only other information noted from the case facts is that there would be three people who would die within a minute of closing the hatch. However, the number of people that would be saved was not indicated. A quick research on the average number of on a submarine revealed that the crew of a Canadian naval ship â€Å"must be not more than 165 personnel† (National Defense and Canadian Forces 16). Assuming that this is the average number of personnel on a navy warship, by closing the hatch, the CO would apparently be saving 162 people. Using Kohlberg’s moral reasoning, under Level 3, a review of t he laws governing naval warfare ships indicate that as part of damage control â€Å"the moral is HOLD WHAT YOU HAVE; DO EVERYTHING POSSIBLE TO PREVENT PROGRESSIVE FLOODING AND BURNING† (Sea Cadets. org 14). Further, the mission of the Canadian Maritine Ships (CMS) is â€Å"is to maintain maritime and assigned air forces on each coast able to respond to maritime incidents, contribute to the surveillance of Canadian approaches, and assist in the tracking of ships of interest, such as ships involved in illegal activity or posing a possible threat to national interests or security† (National Defense and Canadian Forces 6). . Therefore, all personnel are aware that there are risks involved in manning naval warships and the priority is always to ensure that the ships is ultimately saved and preserved at the top of the agenda. The CO’s responsibility is abide by the mission that â€Å"Canada’s navy – versatile, multipurpose and combat-capable – di ligently protects our interests by safeguarding our maritime approaches, exercising sovereignty over our waters, protecting our offshore natural resources and contributing to global security† (Canadian Navy par. 1). In this regard, as CO, I will order to close the hatch at the earliest possible time to prevent progressive flooding. Presuming the consequential risks of the three men within the

Scope of Religion in Australia

Scope of Religion in Australia Diversity in Australia Australia is home to increased religious diversity and religious pluralism. Its current religious landscape is shaped through the dramatic effect of immigration, the movements to and from religions or denominations, the exploration of new religious movements and the acknowledgement of no religion. These many reasons have created an increase and decrease of many religious traditions, as well as ethnic and cultural diversity in Australia. Post war immigration is directly linked to the emergence of Australia’s new wave of migration. This helped greatly in reshaping Australia’s religious connections with many religions and denominations in terms of ethnic diversity. Many religions existed elsewhere in the world but only appeared in Australia as migration and refugee patterns changed. When Indigenous Australians were counted in Census forms in 1960, a vast majority were Christian whilst some still had a desire to integrate Aboriginal spirituality and customs into Christian expression. Migrants whom entered after World War 1 were simply those who chose to assimilate and not change the British-European culture. This was because the ‘White Australia Policy’ was in place and it was racially prejudice, religiously intolerant and only accepted whites. However, by World War 2 Australia had to ‘Populate or Perish’, thus they were desperate to increase population for national security reaso ns and economic growth. This ultimately led to a huge population increase, as Australia accepted over 3 million migrants who had arrived from over 60 countries. With Christianity dominating the 19th century, a large majority of the migrants were from South-East Asia, the Middle East and Pacific nations. This however, had not significantly introduced a wide range of religious traditions until the White Australia Policy was abolished. The removal was a sign of recognition and acceptability of religious diversity, this beginning was a door to expanded immigration and rapid growth of religions. From the 2006 Census data on Religions in Australia, there was a changing pattern of religious adherence happening. Buddhism is one the fastest growing religions, making 0.5% of the population in 1986 and 2.1% in 2006. They mainly come from Vietnam, Cambodia, Malaysia, Laos, Thailand, Japan and China. Islam is also one of the few religions that are growing at a fast rate, after Christianity and Buddhism, with 1.7%. Most Muslims come from Lebanon, Turkey, Indonesia, Iran and Iraq. Hinduism grew by 0.6% since 1986, making 0.7% of the population and most coming from India and Fiji. Based on today’s numbers and the past decades, Christianity and most of its denominations are still dominating Australia, despite the large percentages of decline in total. A steady rate with the Orthodox Christian tradition had significant numbers in affiliates of Orthodox churches, growing through the Greek, Cyprus and Eastern European migrations. The Roman Catholics have increased to 27% and the Pro testant Christians have gradually dropped to 35%, however the Catholics do outnumber the largest single Protestant group, the Anglicans by 8%. Most Protestants switch denominations to a high degree and a National Church Life survey showed that 29% of respondents had switched denominations in the past 5 years and the majority to Pentecostals, which grew by 16%. Today in Australia, all religions or denominations within them are ethnically and culturally diverse. Anglicans no longer represent the British and Buddhists are not only Chinese and Vietnamese; Christianity clearly exemplifies this idea of diversity. Christianity and its many denominations have followers of different ethnicity and nationalities, which may all believe in the same God but might carry out their practices or way of life differently depending on their culture. Migration, religious conversion and denominational switching are the few forces that shape the Australian religious landscape today. The huge expansion in Australian population has caused increases and decreases in some groups. But most importantly the reasons for these changing patterns are because of the rapid growth of New Age religions and many conversions within religion. New Age religions are a free-flowing spiritual movement with a network of believers and practitioners that have their own similar beliefs and practices that they extend onto a formal religion. Its teachings became popular during the 1970s in response to the failure of Christianity and secular humanism, in providing spiritual and ethical guidance. New Age religions can be referred to as para-religous, as they work alongside a religious tradition sharing their features, developing something new that is merely an extension of what is already introduced. However, they do contrast with many religions such as Christianity, Islam and Judaism in terms of ideas and practices. Rather than the idea of salvation and redemption by God, they focus and pla ce greater emphasis on â€Å"individual fulfilment, perfection of higher states of consciousness†. For example, many Australians or non-Australians voluntarily choose to become a follower of Buddhism or New Age religions that follows its beliefs and practices, because of the attraction to achieving a sense of inner peace. Buddhism isn’t a faith nor a religion but more of a psychology or philosophy of moral code, that doesn’t preach a god or any dogma. â€Å"Buddhism is in large measure an ‘atheistic’ system. We liberate ourselves only through detachment from the world. The fullness of such a detachment is not union with God, but what is called nirvana, a state of perfect indifference with regard to the world. The idea of mixing meditation, aromatherapy, yoga or psychology as a way to escape such limits. The New Age seeks to consume and cross-over traditions such as Buddhism as resources for personal experience and thus Buddhism is a huge influence of New Age attitudes and understandings. This also shows why Buddhism and New Age religions are high on pop ularity and rapidly increasing. People who choose to explore New Age or alternate spiritualities may feel uncomfortable within their own and they haven’t got that spiritual connection and special relationship with God and the religion. There is no doubt people are still seeking for answers to the age-old questions that have not been answered in the religion tradition they are part of, thus seeking for answers in new places. As for those who choose to take up New Age spiritualities, their reasons for conversions to or from may be to search for personal fulfillment, finding that the method of transcendental mediation might be able to heal and raise people. To seek ethical guidelines, by believing that the inner body, mind and soul has the great potential to guide them through life and obstacles. It is them, themselves that they should trust and rely on to become a stronger, better and healthier person. These are the main reasons for religious conversions and to seek for new religious expressions and spirituali ty. It was not until 1933 that the Australian census form clearly stated that the religion question was optional. In 1947, 10.9% of Australians did not state their religion and this remained pretty constant until 1971 when the instructions of ‘if no religion, write none’ was introduced. In the census, 6.7% declared themselves as having no religion and agnostics, atheists, humanists and rationalists consisted within this category. In the 2001 Australian census, 15.5% declared themselves as having no religion whilst 11.7% had not stated it, and within those 15.5%, 17565 were agnostics and 24466 were atheists. The huge increase was due to several personal reasons. People had stated themselves of ‘non-religion’ because they feel there is no need to identify one’s private religion to the government. By not answering the question, it does not mean in any way one’s rejection to religious traditions. How religious one feels is also another impact on these statistical figures. People may be spiritual or have such connections yet they don’t feel they particularly belong to a certain group and for others who are exploring other traditions may find it difficult to classify their religion as well. Other reasons for the growth of ‘no religion’ was because many people no longer accepted an inherited religious identification without a question being asked and answering ‘no religion’ had begun to be more socially acceptable. Materialism also had an effect, as it meant that many had very little interest in religion at all thus most probably ticked the obvious box of simplest words. Through these statistical figures in the Census, it is very hard to define Australia’s religious landscape, but merely what Australians see themselves as. A vast majority, who have defined themselves as belonging to a certain faith, may say they are Christians yet may have completely no religious profession or practice at all. This then expands on the idea of religiosity, where we tend to question how religious or how often should believers do their practices to be considered as a follower. For example, would those whom go to church on Easter Sunday and Christmas be considered less of a Catholic, compared to those whom go every Sunday for mass as well as the important events? Nonetheless, the religious scope in Australia continues to be dynamic and expansive. It has given Australia a richer variety of beliefs and values that may give us a broader understanding of many other cultures, religions and their way of practice. â€Å"It has given people the chance to become the measures of faith able to exercise their right of choice in being part of a religious community because they want to and not that they are†. Today, Australia stands as a multicultural multifaith society having a huge ethnic, cultural and religious diversity, promoting harmony and unity. Bibliography Living Religion textbook Macquarie studies of religion guide http://www.geocities.com/Heartland/Hills/5977/newage.html http://www.religioustolerance.org/newage.htm

The Shield of Achilles in the Iliad :: Iliad essays

The Shield of Achilles in the Iliad      Ã‚  Ã‚  Ã‚  Ã‚   The shield of Achilles plays a major part in the Iliad. It portrays the story of the Achaeans and their fight against the Trojans in a microcosm of the larger story. Forged by the god, Hephaestus, who was a crippled smith, it depicts the two cities and the happenings within, as well as Agamemnon's kingly estate. To gain insight into the details and intricacies of the shield, one must look at the shield itself, the cities depicted within the shield, and the King's Estate and other scenes which are also depicted. These items will give even an amateur reader a fair understanding of the importance of Achilles' shield and the Iliad.      Ã‚  Ã‚  Ã‚  Ã‚   Hephaestus, the god of fire, is the smith whom forged Achilles' shield. He begins with twenty hot bellows and fires bronze, tin, gold, and silver in his kiln. He then proceeds to hammer the metals upon his anvil to create a massive shield for Achilles to wield. The shield itself is made of five layers of metal with a triple ply shield strap edging on the rim. On the shield are scenes showing the heavens and earth and sea, two noble cities, a king's estate, fallow fields, a thriving vineyard, a herd of longhorn cattle, and a dancing circle. Once Hephaestus completes the shield he makes a breastplate and helmet for Achilles. The armor he forges is indestructible and worthy of a god. Through Homer's description of the shield and how it is forged, the reader can begin to understand the importance and value of this device in a literary context.      Ã‚  Ã‚  Ã‚  Ã‚   The two cities depicted on the shield represent a city in Greece and Troy. One of the cities is filled with men dancing and singing and brides marching through the streets, while the other is circled by an army. This army has two plans which split their ranks: to share the riches which they have captured or plunder the city and capture more. Turmoil surrounds each city. In one a quarrel breaks out and is brought to judgement. Surrounding the other, two armies fight along the river banks killing men and dragging off the dead. Both cities are tainted with death, and both house love.

Age-Related Changes that Occur in the Cardiovascular System Essay

The title page introducing what subject I am planning on presenting to the residents of the independent living facility. It tells them who I am and what subject is being presented. The residents that I am going to be addressing are healthy, active and mentally alert senior who want to learn more about health conditions that are affecting their age group in general and are of major concern. Slide 2 Homeostasis is the equilibrium of the body. Homeostasis is maintained by the balance of our vital signs to keep us on an even keel. The definition of Homeostasis is, â€Å"Homeostasis is the compensation of the vital signs to regulate the hearts blood flow and maintain balance within the body† (Jenkins, Kemnitz, & Tortora 2010). The autonomic system and its branches keep the body moving and functioning. Like these teeter-totters the parasympathetic and the sympathetic move oppose of each other, but keep a slow steady rhythm and together they work as a whole. Slide 3 The fight or flight dilemma. The fight stance is pretty self-explanatory; these are noticeable effects like pupils dilated, neck and shoulders stiffen up or tense, chest pain or palpations, mouth can get very dry or cotton mouth, these are just some of the examples of signs and symptoms that an individual can experience. The flight stance is more hidden and not necessarily identified by the patient or doctor until the more noticeable symptoms are visible. Some of the hidden symptoms can be, but not limited to blood pressure can get higher to a dangerous level, more adrenalin is released into the individuals system, liver produces more glucose to give energy to the muscles, and the digestion system will slow or stop completely. Slide 4 Some of the side effects from medication or treatments can be uncomfortable and more severe than the symptoms of the condition that is being treated. Looking on the brighter side is that once the medication or treatments are manageable the medication is controlling the condition, than life can get back to normal except for some life style changes. Diet and exercise can be the most drastic changes, and the hardest to comply with. If an individual has never exercised much and has lived on fast food, eating healthy and increasing activity besides sitting in front of the television can be the most challenging. Slide 5 A hypertensive heart has thickened ventricular walls which make the heart work harder to pump the blood throughout the body. When the walls thicken, the elasticity is decreases and the heart and other systems need to work harder to pump oxygenated blood throughout the body. Any condition that affects the oxygenated blood from flowing through the heart can cause the ventricular walls to thicken. As we age our blood pressure increases, age, ethninticity, weight, and genetics can play a role in a hypertensive heart condition. Slide 6 Hypertension is sometimes call, â€Å"The Silent Killer† (www. medicinenet. com 2013). Hypertension usually does not have any symptoms and puts a lot of stress on other major organs which over time will start to deteriorate. Some side- affects that can impact quality of life are sexual dysfunction, stroke, heart disease, kidney disease, and neurological problems. Sexual dysfunction is usually more noticeable and bothersome to men. Heart disease can lead to other heart related problems, like heart attack (MCI), stroke (CVA), and congestive heart failure (CHF). Slide 7 After the diagnosis of hypertension, the physician and individual will work on a plan to manage the hypertension. Most of the time this includes medication, low fat, low sodium diet and exercise. This will include some changes in your family’s life to. Our society functions on fast food, and not enough education on the right foods to eat. Exercise can be as little as walking around the block or as much as working out at the gym several times a week. Blood pressure needs to be taken every time there is a doctor’s appointment and sometimes it should be Slide 8 Coronary Heart Disease (CHD) is caused from a waxy substance building up in the coronary arteries called plaque. Blood is slowed because of the plaque blocking the arteries and slowing the blood flow. Sometimes the plaque can disengage and cause a blood clot that if not detected and treated can cause a stroke or heart attack. The lack of oxygen-rich blood to the heart and major arteries over time will cause organ to deteriorate and healthy tissue and muscles will start to die. Acting quickly is the key in recovering from a heart attack or not surviving. Some symptoms can include chest pain or discomfort, shortness of breath, and dizziness. Men generally have classic signs of a heart attack; women can have other symptoms that are not classic symptoms, like lower back pain, and even neck pain. Slide 9 Heart attacks can be caused from medication (legal and illegal), stress, diet, generational, exposure to extreme cold weather, and cigarette smoking. Drugs and alcohol when taken in large quantities can be damaging to body when not prescribed for a treated condition. Narcotics, over-the-counter, cocaine, methamphetamine, methadone, alcohol, even medication for certain conditions if taken differently than prescribed can do harm to the heart and body. Slide 10 Congestive Heart Failure (CHF) is the leading cause for hospitalization in individuals over the age of 65 years old. The heart needs to work harder to pump oxygen-rich blood through the body. The myocardium’s thickened walls make the heart work harder to pump blood. The heart may pump more freely to hold more blood or stiffen and harden as time goes on. Slide 11 Some of the symptoms of congestive heart failure is kidneys start retaining water and salt, edema in the legs, ankles, arms and feet. The lungs can start retaining fluid to. More weight from the excess of fluid puts stress on the heart, shortness of breath and more exertion on activity. Slide 12 Myocardial Infarction (MCI) is the medical term for heart attack. Some of the symptoms can include seizures, dizziness, fainting, fainting, chest pain or discomfort and extreme fatigue. The person may experience the heart racing really fast, like if they ran a marathon, but were sitting down and relaxing. If the individual has unexplained family deaths at an early age can put them in a higher-risk category. Slide 13 This slide is a picture depicting what might happen in a heart attack. A blood clot can dislodge and move through the blood stream until it blocks oxygen-rich blood from reaching the heart or major organ, or it completely blocks the pathway of blood flow. If not treated immediately, it can lead to tissue and muscles becoming damaged or dying all completely and then death. References Jenkins, Kemintz, Tortora (2010) Anatomy and Physiology. John Wiley and Sonc Inc. Kulik. (2013, April). www. medicinenet. com. Retrieved from Myocardial Infarction: www. medicinenet. com Ladwig, A. a. (2014). Nursing Diagnosis Handbook. Mosby by Elsevier Inc. National Stroke Association. (2012). After Stroke. Effects of Strokes, www. stroke. org. Potter, P. S. (2012). Fundamentals of Nursing. St. Louis: Mosby an imprint by Elsevier Inc .

Waves On Pregnant Women Health And Social Care Essay

Waves have been applied to many of import processs presents. In this article I am traveling to look into the application of moving ridges on pregnant adult females. One of the really of import subjects is the application of echography in antenatal medical examination ; therefore I would concentrate on this subject and discourse its rule and advantages among other different methods of antenatal medical examination. However moving ridges do non merely conveying benefits to pregnant adult females, but besides injury. There are some electromagnetic moving ridges ( or EM moving ridges ) which may be harmful to both the female parents and the foetuss, such as X ray. Yet, will pregnant adult females truly have an increased hazard of abortion after holding an X-ray? Recently there are besides concerns about the consequence of wireless moving ridges and microwaves on gestation. In this article I am traveling to look into them one by one. Obstetric Ultrasonography Ultrasonography refers to the usage of ultrasound. Ultrasound is longitudinal moving ridge, it has the same velocity as hearable sound moving ridge in air, which is 340ms-1. The chief difference between hearable sound moving ridge and ultrasound is that ultrasound has a frequence beyond hearable scope of homo, which is around 20 Hertz ( 20 Hz ) to 20 kHzs ( 20 kilohertz or 20,000 Hz ) . Normally the frequence of ultrasound used in antenatal medical examination is ranged from 1.6 to 10 MHz ( MHz ) , depending on what constructions of the foetuss are being examined. Ultrasound with lower frequence can perforate deeper into organic structure tissues, because the higher the frequence, the more supersonic moving ridges are being absorbed alternatively of reflected, therefore while analyzing deeper tissues like the liver and kidney, ultrasound with lower frequence ( around 1.6-6MHz ) is used. In the echography, ultrasound moving ridges are emitted by a device called transducer. Actually the term transducer refers to a device which converts one signifier of energy into another, so there are tonss of types of transducer. In the echography, an electroacoustic transducer is used to change over electricity to breathe and have ultrasound ; therefore to be more exact, the device used is besides called an ultrasound transceiver. The transducer is placed on the venters of the pregnant adult female, the ultrasound emitted penetrates the tegument and so reaches the fetus and other internal variety meats of the female parent. The moving ridges are so reflected back to the transceiver, the transceiver senses the moving ridges and converts them into images. An ultrasound transceiver: hypertext transfer protocol: //l.b5z.net/i/u/6062479/i/transducer_tn.jpg beginning: hypertext transfer protocol: //www.chesapeakeultrasound.com/ultrasound_products An echography: hypertext transfer protocol: //gulfcoastmri.files.wordpress.com/2010/06/sonogram-human-foetal-fetal-ultrasound-scan-at-22-weeks-mono-1-anon.jpg Beginning: hypertext transfer protocol: //gulfcoastmri.wordpress.com/2010/06/07/obstetric-ultrasonography/ In instance that the pregnant adult female is in early gestation or corpulent, she can undergo transvaginal echography, which a investigation is placed in the adult female ‘s vagina. Sometimes the trial is besides carried out if the pregnant adult female has got unnatural vaginal hemorrhage or pelvic hurting. This type of echography has the similar rule as the echography mentioned above. Some female parents may desire to see the pulse of their babes, they can transport out the Doppler echography. It has fundamentally the same rule as the echography except the ultrasound is farther enhanced by Doppler Effect. Generally the foetus ‘s pulse can be detected after 7 hebdomads of gestation, therefore the blood flow of the foetus can be detected every bit good. The blood flows in a circulation in the organic structure of the foetus, the Doppler echography can therefore observe the alteration in waies of blood flow by Doppler consequence and see if the circulation is normal or no n. This can be done by mensurating the alteration in the frequence received in the transceiver. In fact there are a few more types of prenatal medical examination, such as amniocentesis and chronic villus trying. However, the echography is the safest manner for diagnosing. The echography merely involves a transducer puting outside the female parent ‘s venters, while amniocentesis and chronic villus trying necessitate mechanical incursion and trying inside the female parent ‘s womb or venters, this increases the hazard of abortion during the trials. Despite this fact, echography can merely give an early diagnosing of the female parents and foetuss, it can non handle anomalousnesss or familial diseases. Harmonizing to the trial conducted by RADIUS survey group in 1993, research workers found that obtaining echography has no significantly negative consequence on cut downing perinatal morbidity or mortality among the foetuss or the female parents. Furthermore, the sensing of anomalousnesss really did non change the result of newborn babes. Therefore it is of import to a dmit that echography is merely a trial whether the foetuss are healthy, but non a intervention to anomalousnesss. Harmful consequence of X ray X ray is an electromagnetic moving ridge with a wavelength ranged from 0.01 to 10 nanometres ( 0.01-10 x10-9m ) . It has a velocity of 3Ãâ€"108 ms-1 in vacuity. In fact, X ray is normally used in medical interventions, such as radiation therapy of malignant neoplastic disease and medical imagination engineering. X ray is produced in an X-ray tubing. In the X-ray tubing, negatrons are accelerated by using a high electromotive force. Electrons so collide with a metal, and the sudden slowing of negatrons consequences in the emanation of X ray. An X-ray tubing: hypertext transfer protocol: //hyperphysics.phy-astr.gsu.edu/hbase/quantum/imgqua/xtube.gif Beginning: hypertext transfer protocol: //hyperphysics.phy-astr.gsu.edu/hbase/quantum/xtube.html X ray has high ionising power, therefore there are many people worrying about the harmful effects of holding an X-ray diagnosing, particularly pregnant adult females. It is true that a really high dosage of radiation from X ray may ensue in radiation illness. Prolonged and uninterrupted exposure to X-ray besides increases the hazard of malignant neoplastic disease development, and in pregnant adult females, there may besides be a hazard for the foetus to develop childhood malignant neoplastic disease or even abortion. However, it seems that the harmful effects of exposing to X ray are exaggerated. The serious harmful effects mentioned above are merely the consequences of high dose in a short period of clip. There are different sorts of X raies, one type is used in scanning or diagnosing, one type is used in handling malignant neoplastic disease. The energy stored in different types of X raies is different. For normal X-ray scanning, the dose is highly little. The captive dosage of X ray is measured in rad, which 1 rad = 10Ãâ€"10-3 J kg-1 = 10-2 J kg-1. If a pregnant adult female is holding a chest X ray, the estimated fetal dosage is about 60 millirads, the dosage is about 290 millirads for an abdominal X ray. This is rather a low value, as the dosage from the radiation from outer infinite is around 90-100 millirads. In fact, the hazard of the foetus holding oculus abnormalcies or mental deceleration additions merely when the dose exceeds 10 rads, therefore it is really rare that pregnant adult females suffer from harmful effects by the X-ray radiation. Harmonizing to the American Academy of Family Physicians, by and large X raies are safe even for pregnant adult females, and harmonizi ng to radiotherapists, no individual diagnostic X ray has a radiation dosage important plenty to do inauspicious effects in a underdeveloped embryo or foetus. Normally physicians will non inquire pregnant adult females to undergo an X-ray scanning, unless when it is pressing and necessary. It is besides suggested that pregnant adult females should state the radiotherapists about the gestation, so that radiotherapists can set the radiation degree to better protect the female parents and the foetuss. To reason, many people are afraid of holding X-ray scanning when they are pregnant, but in fact the hazard is non that high if we compare the dose to the exposure to outer infinite radiation. An X-ray movie demoing gestation: hypertext transfer protocol: //www.neurobodyfit.com/wp-content/uploads/2012/03/xray-pregnancy.jpg Beginning: hypertext transfer protocol: //www.neurobodyfit.com/x-rays-are-safe-during-pregnancy/ Concerns of wireless moving ridges and microwaves Besides X-ray, some people are refering about the consequence of wireless moving ridges and microwaves on gestation. In fact the consequence of these two types of EM moving ridges is even less than X ray. There has been a survey look intoing the relationship between exposure of wireless moving ridges and microwaves of female physical therapists, and the ratio of abortion. Due to occupational usage, physical therapists are really frequently exposed to medical equipment breathing microwaves diathermy and wireless moving ridges. Harmonizing to the survey, research workers compared the uneven ratios between those pregnant physical therapists and other pregnant adult females. The consequences showed that the hazard of abortion was non associated with reported usage of diathermy equipment, therefore people need non worry excessively much about this issue. A microwave diathermy: hypertext transfer protocol: //image.ec21.com/image/medicm/oimg_GC04993002_CA04993086/Microwave_Diathermy_HM-801C.jpg Beginning: hypertext transfer protocol: //medicm.en.ec21.com/Microwave_Diathermy_HM_801C — 4993002_4993086.html Decision Waves have been widely used in medical equipment, and there are several applications of moving ridges on gestation. Ultrasonography is the most common and the safest method of antenatal medical examination. Though it can be used in diagnosing, it is unable to handle diseases in foetus. Many people concern about the side effects of utilizing X-ray, microwaves and wireless moving ridges, nevertheless it is in fact really safe because the dose of radiation is highly little. Therefore people need non worry excessively much about the hazard of abortion caused by exposure to these moving ridges.

English Unit 7 Essays

English Unit 7 Essays English Unit 7 Paper English Unit 7 Paper Essay Topic: Poetry a cause for which Swift wrote the devaluation of Irish coins Tory party Swifts, Johnsons, Goldsmiths political party subject of the Deserted Village destruction of village life Gullivers Travels a political satire labouring swain is an example poetic diction johnson believed literature should appeal mainly to this person common man political events of second half of the eighteenth century growing British empire published by Johnson A dictionary of the English language published by Goldsmith The Vicar of Wakefield simile a comparison using like or as In On the morning of Christs nativity, what did Christ forsake and what did he choose? He left Heaven to live in darkness as a mortal In On His Blindness, Milton regrets that his blindness restricts his work The repetition of initial consonants is alliteration Verse having units of two rhyming lines with five iambic feet in each line is written in heroic couplets to give something human characteristics is to _______ it personify a story in which things represent parts of a doctrine or theme is an allegory a type of literature that ridicules something to correct behavior is a satire an poem with fourteen lines, either Italian or English, is a sonnet Periodicals and the novel became more popular as the more powerful ______ class began to read. middle Milton was imprisoned because of his previous position in the commonwealth Charles II was ________ to the throne in 1660 restored When public land was ________ for private estates, many of the rural poor were driven away enclosed John Bunyan studied _________ after the civil war the Bible The Commonwealth and the Industrial Revolution helped to create a more strong middle class The poet takes the loss of The Deserted Village personally because he planned to retire there How are Bunyans characters in Pilgrims Progress more than just symbols? They are described very realistically What is one country or group people that Swift used in Gullivers Travels to satirize English society? the Brobgingians, the Lilliputians, and their emperor, Laputans In Pilgrims Progress what does the character Christian represent? He represents a man trying to overcome inner obstacles, trying to save his soul T:F/ In The Deserted Village, the villagers are driven from their homes because the Enclosure Acts have enabled a wealthy landowner to buy the public property. True T:F/ In that same poem, the poet says the villagers will either go to America or to crowded, corrupted charity homes. False T:F/ In Gullivers Travels, the king of Brobdingnag observes that most men are morally qualified for their careers. false T/F: Goldsmith wrote a novel entitled The Vicar of Wakefield, about a parsons family. true T/F: At the end of The Deserted Village, poetry lives with the rural virtues and the displaced villagers because people left in England are too corrupted by wealth to appreciate art. true T/F: The Puritans felt that the Anglican Church was corrupted true T/F: Oliver Goldsmith believed that extreme wealth is destructive. true T/F: Oliver Goldsmith wrote very few periodical essays. false T/F: In The Deserted Village, Goldsmith insults the sentimental village preacher false T/F: Samuel Johnson wrote periodical essays in numerous newspapers true

The Scarlet Letter-Analysis Essays - English-language Films

The Scarlet Letter-Analysis Essays - English-language Films The Scarlet Letter-Analysis The Scarlet Letter - Analysis Nathaniel Hawthorne's background influenced him to write the bold novel The Scarlet Letter. One important influence on the story is money. Hawthorne had never made much money as an author and the birth of his first daughter added to the financial burden (Biographical Note VII). He received a job at the Salem Custom House only to lose it three years later and be forced to write again to support his family (IX). Consequently, The Scarlet Letter was published a year later (IX). It was only intended to be a long short story, but the extra money a novel would bring in was needed (Introduction XVI). Hawthorne then wrote an introduction section titled The Custom House to extend the length of the book and The Scarlet Letter became a full novel (XVI). In addition to financial worries, another influence on the story is Hawthorne's rejection of his ancestors. His forefathers were strict Puritans, and John Hathorne, his great-great-grandfather, was a judge presiding during the S! alem witch trials (Biographical Note VII). Hawthorne did not condone their acts and actually spent a great deal of his life renouncing the Puritans in general (VII). Similarly, The Scarlet Letter was a literal soapbox for Hawthorne to convey to the world that the majority of Puritans were strict and unfeeling. For example, before Hester emerges from the prison she is being scorned by a group of women who feel that she deserves a larger punishment than she actually receives. Instead of only being made to stand on the scaffold and wear the scarlet letter on her chest, they suggest that she have it branded on her forehead or even be put to death (Hawthorne 51). Perhaps the most important influence on the story is the author's interest in the dark side (Introduction VIII). Unlike the transcendentalists of the era, Hawthorne confronted reality, rather than evading it (VII). Likewise, The Scarlet Letter deals with adultery, a subject that caused much scandal when it w! as first published (XV). The book revolves around sin and punishment, a far outcry from writers of the time, such as Emerson and Thoreau, who dwelt on optimistic themes (VII). This background, together with a believable plot, convincing characterization, and important literary devices enables Nathaniel Hawthorne in The Scarlet Letter to the develop the theme of the heart as a prison. The scaffold scenes are the most substantial situations in the story because they unify The Scarlet Letter in two influential ways. First of all, every scaffold scene reunites the main characters of the novel. In the first scene, everyone in the town is gathered in the market place because Hester is being questioned about the identity of the father of her child ( Hawthorne 52). In her arms is the product of her sin, Pearl, a three month old baby who is experiencing life outside the prison for the first time (53). Dimmesdale is standing beside the scaffold because he is Hester's pastor and it is his job to convince her to repent and reveal the father's name (65). A short time later, Chillingworth unexpectedly shows up within the crowd of people who are watching Hester after he is released from his two year captivity by the Indians (61). In the second scene, Dimmesdale is standing on top of the scaffold alone in the middle of the night (152). He sees Hester and Pearl walk through the market place on their way back from Governor Winthrop's bedside (157). When Dimmesdale recognizes them and tells them to join him, they walk up the steps to stand by his side (158). Chillingworth appears later standing beside the scaffold, staring at Dimmesdale, Hester, and Pearl. In the final scaffold scene, Dimmesdale walks to the steps of the scaffold in front of the whole town after his Election day sermon (263). He tells Hester and Pearl to join him yet again on the scaffold (264). Chillingworth then runs through the crowd and tries to stop Dimmesdale from reaching the top of the scaffold, the one place where he can't reach him (265). Another way in which the scenes are united is how each illustrates the immediate, delayed, and prolonged effects

Asian American Literature Essay Research Paper It

Asiatic American Literature Essay, Research PaperIt is true that all people are created different, and therefore no two civilizations will of all time be the same. Throughout Asiatic American literature at that place seems to be a battle between the Asiatic civilization and American civilization. More specifically, there is a battle between Asiatic adult females and their Asiatic American girls, and what it means to be feminine, and how a adult female should move. The chief battle is between how the American adult female should move and how the Asiatic adult female should move. However, the behaviour of the Asian adult female seems to be dominant through out the narrative because although the girls and the female parents may non acquire along all of the clip, the female parents to have a batch of regard from their girls. Therefore, the female parents sentiment on how they should move, which is acting like the Asian adult female, is most apparent. This is the instance in The Joy Luck Club, written by Amy Tan and besides in the short narrative # 8220 ; Waiting for Mr. Kim, # 8221 ; written by Carol Roh-Spaulding. These two narratives have really different significances, nevertheless they are similar in the facet that they are all Asiatic adult females with Asiatic American girls seeking to acquire their girls to maintain and utilize their Asiatic heritage. There are certain behaviours that Asiatic adult females are expected to hold, and the female parents feel that their girls should utilize these behaviours. In The Joy Luck Club, the novel traces the destiny of the four mothers-Suyuan Woo, An-mei Hsu, Lindo Jong, and Ying-ying St. Clair-and their four daughters-June Woo, Rose Hsu Jordan, Waverly Jong, and Lena St. Clair. Through the experiences that these characters go through, they become adult females. The female parents all fled China in the 1940 # 8217 ; s and they all retain much of their heritage. Their heritage focuses on what is means to be a female, but more significantly what it means to be an Asiatic female. In the short narrative # 8220 ; Waiting for Mr. Kim, # 8221 ; the chief female character Gracie understands what it means to be an Asiatic female, but she does oppugn the significance because of her sisters. Her sisters ran off from place before their matrimony could be arranged and eloped. This is wholly against Asiatic civilization, and it causes Gracie to oppugn her heritage and her Asiatic muliebrity. In both of these narratives there are certain features of females that are the same, they are interior strength, obeisance, award and regard, the good of the whole is better than the good of the person, and happening things out for yourself. In the chapter # 8220 ; Scar # 8221 ; the feature of award and regard is foremost noticed. In this chapter An-mei finds out how her female parent fundamentally deserted her, her female parent did go forth for a good ground, which was to keep the award of her household, but either manner her female parent left her. Her grandma had to raise her, and she learned much about the Asiatic adult female from her. An-mei was demoing some disrespect towards on of her aunts, and her aunt told her that she was being disrespectful. Her grandma so interjected and said, # 8220 ; When you lose your face, An-mei? it is like dropping your necklace down a well. The lone manner you can acquire it back is to fall in after it. # 8221 ; She was speaking about A-mei # 8217 ; s female parent, and how she left because she had disrespected the household and she was dishonourable to the household name. The lone manner for her female parent to recover regard and award was to go forth and make it on her ain, which is a feature of an Asiatic adult female. Another feminine feature that comes from that scene is being able to make things on your ain. However, this is an American influence. This characteristic comes from the chapter # 8220 ; Rules of the Game. # 8221 ; This is a curious chapter in the book because it is a chapter where the adult female is non seen as inferior to the adult male. Waverly # 8217 ; s brother, Vincent, received a cheat set for Christmas. However, Waverly is the 1 who took full usage of the cheat set. She was a natural, she would crush her brothers in cheat, which would usually be looked down upon in Asiatic civilization, but she was encouraged. She was even given lessons in cheat, and she was a national title-holder. Unlike An-mei # 8217 ; s female parent, Waverly was conveying award to the household name. When Waverly is encouraged to stand out in cheat she learns something from her female parent. Her female parent said in her broken English, # 8220 ; This American regulations? Every clip people come out from a foreign state, must cognize regulations. You non cognize, justice say, Too bad, travel back. They non stating you why so you can utilize their manner to travel frontward. They say, Don # 8217 ; Ts know why, you find out your self. # 8221 ; This is an American usage, more than an Asiatic 1. She is explicating that in order to win as an Asiatic female in the United States, so there are certain things that you will hold to happen out on your ain. Besides in this chapter was the theme/characteristic of inner streng th. Waverly says she six when her mother taught her the â€Å"art of invisible strength.† Waverly was walking by the candy store when she was a young child, and she was begging her mother to take her inside. Her mother refused to take her inside, which angered Waverly. Then her mother went on to explain, â€Å"Wise guy, he not go against wind. In Chinese we say, Come from South blow with wind-poom!-North will follow. Strongest wind cannot be seen.† This means that the strongest way to win an argument is to keep to yourself, which Waverly used in her chess matches. Waverly goes on to say, â€Å"A little knowledge withheld is a great advantage one should store for future use.† Another example of invisible strength, inner strength, is the â€Å"The Moon Lady.† Ying-ying’s mother was telling her how a woman should act when she said, â€Å"A boy can run and chase dragonflies?But a girl should stand still.† The girl would have a better chance cat ching the dragonfly than the boy, she would catch the dragonfly with inner strength, rather than muscle like the boy. The chapter, â€Å"The Moon Lady,† has another characteristic of what it is to be female, which is the good of the whole is more important than the good of the individual. They were all on their way to see the Moon Lady, and if you see the Moon Lady, you receive one wish from her. Ying-ying asked what a â€Å"secret wish† was, and the answer was that is was on that you cannot ask. Ying-ying was young as this point, so she asked why. Amah’s response to Ying-ying was, â€Å"This is because?because if you ask it?it is no longer a wish but a selfish desire?Haven’t I taught you-that it is wrong to think of our own needs? A girl can never ask, only listen.† Here she is telling that by making a wish for herself she is being selfish and forgetting that she is not the important one, but the good of the whole is the important one. Amah is als o hinting at obedience when she tells her daughter that she is not to ask questions, but just listen to the men and go along with it. Arranged marriages are a very tough thing to go through. Marrying someone because one has to has to be hard because one is not marrying out of love. This is exactly the case in â€Å"Waiting for Mr. Kim.† Gracie two twin sisters have already run away from to and eloped with two men. Their marriages were not arranged because they left before their father could arrange them. Now, with her sisters gone, Gracie is the only remaining daughter, and she is somewhat frowned upon because she was the â€Å"third daughter.† She did not really like the two men that her father was thinking of arranging the marriage with, but it did not matter. It did not matter because as her mother told her, â€Å"Girls don’t choose.† The girls just sit there and look pretty while their fathers choose for them, they have to comply with their fatherâ₠¬â„¢s decision. They are obedient, and at the same time respectful of the decision that is made. Another characteristic that appears in this story is that women made to think that they are second class compared to men. When her Mr. Kang, Gracie’s father, would walk, he would sometimes reach back to hold Mrs. Kang’s hand, but she would pull away. Not only would she pull away, but she would â€Å"stay behind as she cleaned her purse or took forever with her coat, just to have it the way she had learned it, her husband a few places ahead, women behind.† Her mother not only believes that this is how women should act and it is a part of their femininity, but she is passing this way of thinking onto her daughter. Her mother is relaying the message to her daughter that no matter what you need to show your husband respect and let him know that he is in charge. Both of these stories have displayed that there are certain characteristics of females and they are inner stren gth, the good of the whole is better than the good of the individual, find things out for oneself, honor and respect, and obedience. All of these characteristics have displayed not only what it means to be feminine, but also what it means to be female. It is not so much an Asian female, but it is because that is how their mothers were raised and that is how their mothers will raise them. There are really no American females for the daughters, or mothers, to see and mimic. The only way of life that the mothers know is the Asian way of life, therefore that is the only way that can be passed down onto their daughters. Sometimes that is hard for the daughters to understand because the daughters have grown up in American culture, and they know what it is like to be an American woman. No matter how one views this situation, these stories focus on what it means to an Asian female, but more generally what the mothers know best on how to teach their daughters on how to be female.

Marketing Management Case Analysis Metabical Coursework

Marketing Management Case Analysis Metabical - Coursework Example Prior to putting together the dynamics of the marketing plan, all the alternatives of positioning and setting up the USP of the brand will be discussed in detail and analyzed and the best alternative will be selected around which, the marketing plan will be created. The marketing plan would include the Marketing Objective, target market analysis and demand forecast, and the communication plan (the Marketing Mix: 4 P’s) will be set for Metabical. Keeping the external and internal factors in mind, a Contingency Plan will be set which will include all the possible hindrances and unforeseen events which the business could face. The end of the report will have control and procedures which will explain how the marketing activities will be monitored and measured. Situational Analysis Internal Analysis: Metabical has Food and Drug Administration’s approval as being an effective weight-loss drug amongst its competitors. It is claimed by the company’s Chief Marketing Offic er Bernard Long that Metabical is a new and improved version of all the other drugs for weight-loss in the market with dramatically reduced side effects. ... This way, the drug even controls the diet of the consumers. External Analysis: The market for drugs like Metabical is a lucrative one. Nearly 65% of the adult population of the United States is considered as overweight. Out of this 65%, the segments of those who are in between the BMI of 25 and 30 is a virgin market which is not targeted by any drug. Even in this market, there was only one drug called Alli which was approved as an Over-the-Counter (OTC) for weight-loss by the Food and Drug Administration. However, this drug was only a lighter version of a heavier drug called Xenical and also had strong side-effects. Because of these concerns, the drug industry went through perusal by the FDA and a dietary supplement ephedra was banned owing to reported cases of sudden cardiac arrests and other life threatening dangers of the side-effects caused by these drugs. Metabical on the other hand, is FDA approved and is also tested for its effects with the conclusion that Metabical has light side-effects as compared to its competitors. Besides the drugs in the market, there were also herbal dietary solutions available which needed no regulations. However, these were less effective and required strict diet control whereas, Metabical being a drug itself, could produce better results in 12 weeks time. With a green signal from the FDA, Metabical therefore is ready to enter the market and launch a fully fledged campaign for not only the consumers, but for businesses and doctors as well as it is a prescription drug. This channel available to market Metabical presents a strong opportunity to itself and an edge amongst the competitors which impose high risk side-effects. Research shows that the market of Metabical lies aound 12% of the total

The Impact of the differences between the United Kingdom, United Dissertation

The Impact of the differences between the United Kingdom, United States of America and the European Union Copyright Laws - Dissertation Example It also gives rights granted to the musician on his piece of work. He has a right to restrict any derogatory action on his music. He also grants the rights of reproduction, lending and distribution of his music among others. The various remedies granted to the musician in case of a person infringing the copyright are also discussed. It also looks on the need for copyright education and the need for future and managerial decisions for musicians. A comparison on the copyright protection laws shows that the application of these laws in terms of the moral rights, copyright infringement and remedies for infringement is similar in the US, UK and in the EU. The difference, however, lies in the duration of the copyright protection as outlined above. This study also outlines the impacts of these laws on the musicians. The impacts can be generally categorized as social impacts, cultural impacts, economic impacts, moral impacts, administrative impacts among others. A recommendation on the appli cation of copyright laws is also given. Among the recommendations given include copyright registration by musicians, copyright monitoring and evaluation policies, need for copyright education and provision of music at reasonable prices. ... he Impact of the differences between the United Kingdom, United States of America and the European Union Copyright Laws for Sound Recording on Musicians. Introduction A copyright refers to property right or a legal concept granted by most governments to the creator of an original work giving him exclusive rights over the property for a limited time. In the UK copyright, protection in sounds recording and broadcasts exists for 50 years2. This is in relation the end of the year when it was produced. The copyright must be in the protection of an expressed idea. Copyright over property arises automatically and hence it is not necessary to register. The copyright grants the original composers certain economic and moral rights over their work. A copyright protects the following works: original musical works, sound recordings, films original artistic works, original dramatic works, broadcasts among others. 3Sound recordings or phonorecords refers to the mechanical inscription and recreation of sound waves such as singing, instrumental music, spoken voice or sound waves. Sound recording include both analog and digital recording. There are four different kinds of copyrights to be considered in the case of sound recording. They include; copyright of the composer, copyright of the producer of the record, copyright of the performer and copyright of the tester if any4 . According to the copyright acts of 1976, Copyright on the music in the USA initially belongs to the composer5. It is mandatory to have the first page with a copyright notice of the music or on the title page which should consist of the symbol  © or the year it was first published and the publisher’s name. Before posting the composition on the internet or doing the first public performance the copyright should be

Configuring, Communicating and Delivering Value Essay

Configuring, Communicating and Delivering Value - Essay Example In other words we are going to deal with the whole marketing mix of the sporting goods footwear products. Thus now onwards we may be using the marketing concepts related to the product itself while as earlier the customer was under focus. The value of a product or a service can be created by defining it. That is, what our product is and how it is going to satisfy the needs of customers. The value configuration phase includes three parts ─ product, brand and price of the product. Defining our product is very essential in order to position it in the minds of customers. According to Know This.com, marketing starts with the product since it is what an organization has to offer its target market. Product in other words is the solution to the problems of the customer. These solutions include tangible or intangible (or both) product offerings marketed by an organization. Another importance of the product in marketing is that it generates revenue for the company. It is the â€Å"thing† that companies sell in order to realize profits and satisfy stakeholders. There should be a well developed product strategy which is compatible with the target market to succeed in the long run. Because of these two reasons, we must define our product. But our aim here is to create a value for our product offering. We have to take into consideration various factors which can help us create a value which will be later communicated and delivered to the customers. In other words before communicating the offering, it should be made worth communicating. First of all the product is to be categorized. According to Pride, William M. and Ferrell, O.C., 2005, there are two general categories of product ─ Consumer products and Business products. As far as sporting goods market is considered it can be targeted with both consumer as well as business products. Pricing, distribution and promotion of a product depends

In what way is Capacity (supply) Constrained Assignment

In what way is Capacity (supply) Constrained - Assignment Example This may be due to the capacity (supply) constraint. Capacity constraint can be described as the limiting factor towards achieving the overall organizational objectives. Capacity constraints in cases of travel and tour agencies can be understood from various perspectives, which include but not limited to geographic, legal, political, financial, technology, and communication barriers (Kenny & Fyfe 2005, P. 136). HANATOUR is facing more than the above-mentioned capacity constraints considering that it is yet to take advantage of global presence. In other words, HANA TOUR is not in position to serve all its customers especially potential clients owing to financial, geographical, technological, political, legal, and human resources limitation. Geographical limitation is evident in the fact that HANATOUR does not enjoy full global presence. HANATOUR is currently operating in approximate 28 countries around the globe. This means that physical limitation, which includes water bodies and geo graphical disparities that calls for massive investment in transportation and establishing offices abroad is a major supply constraint to the company. HANATOUR is not in a position to provide its vital services to the potential customers located in distant areas where the company has not established its branches. Financial limitation is another major capacity constraint affecting HANATOUR. ... Limited human resource personnel is another limiting factor to HANATOUR. The company is expanding gradually and as such, it has not reached a point of employing a large group of personnel to serve additional branches in different location. Now the available personnel is not in a position to serve the ever bulging demand for the tours and travel services. Legal issues form another significant constraint. A number of legislations and regulations govern a number of operations of HANATOUR. This means that non-compliance translates to supply constraint. For instance, the company cannot carryout inbound travel and tour services for a foreign client if the client in question does not have requisite travel documents to South Korea. Communication barrier is at times a limiting factor towards serving the needs of the client. The world is certainly a diversified place with respect to language differences as people for different places speak and understand different languages. HANATOUR may at ti mes find it difficult to serve certain class of clients especially those that are speaking unique languages. Political issues such as riots, political instability, and strikes may at times limit the operations of HANATOUR. This is because tours and travel services highly depend on a calm political environment and as such, any interference on the political environment is no doubt a limiting factor towards achieving organization goal. HANATOUR is yet to adopt various IT systems related to travel and tours services (About company, 2012). Lack of appropriate It system has been a major limiting factor to the company preventing it from meeting the demands of their customers adequately. It is obvious that there exists a

Access to Higher Education Assignment Example | Topics and Well Written Essays - 1500 words

Access to Higher Education - Assignment Example umber of domestic students under two scenarios 2006-2021 by capital city Available at: http://www.universityworldnews.com/filemgmt_data/files/AUR_51-01_Birrell_Edwards.pdf Some of those recommendations include reducing the cost of access to higher education, strengthening the domestic universities to provide quality education to Australian citizens. In addition, due to the inequality level in accessing education especially among people from the lower socio-economic class, the government should aim at empowering these people to enable them compete favourably with the other social classes for positions in the universities. Discussion of the contributing factors Higher education in Australia has been faced with many challenges, these challenges have led to low enrolment in the universities and consequently a small population of the country has graduate qualifications. Some of the factors that have caused the low levels of university enrolments include the following. 1. The high cost of education- One challenge that makes increase in access of higher education hard to achieve is the cost implication that comes with it (Chen & St John, 2011, p23). The cost of acquiring a degree is very high in the country such that not everyone in the society can be able to match. This high cost of acquiring a degree is a challenge especially to individuals in the lower socio-economic class (Harmon 2010, p. 75). Very often, you will find needy students that are very bright but cannot afford to further their studies. The only hope for these students is either to find a sponsor or the government loans and grants provided by governments. The very bright ones are at an advantage because they are likely to receive sponsorship or even get free education from some universities that do this as part... The assignment "Access to Higher Education" investigates access to higher education in Australia. This paper also discusses the causes of the problems that are faced in the country, their origin and the solutions that be implemented to improve the accessibility to higher education in this country. The government of Australia has been putting policies to ensure that raises the number of adults who have a university degree to 40 per cent by the year 2025. However, several challenges stand in the way of government and attaining this dream of realizing the increased number of university graduates. Such problems include the high cost of university education, the attitudes of the people, preferential treatment of some people by the universities, commercialisation of education, which has led to university graduates not being fully equipped to enable work competitively in the job market. In order to deal with these problems in the Australian higher education, this report has given some recommendations that can improve the accessibility of higher education and help the government to attain the target of increasing the number of adult graduates to 40 per cent. Some of those recommendations include reducing the cost of access to higher education, strengthening the domestic universities t o provide quality education to Australian citizens. Due to the inequality level in accessing education, the government should aim at empowering these people to enable them to compete with the other social classes.

Configuring, Communicating and Delivering Value Essay

Configuring, Communicating and Delivering Value - Essay Example In other words we are going to deal with the whole marketing mix of the sporting goods footwear products. Thus now onwards we may be using the marketing concepts related to the product itself while as earlier the customer was under focus. The value of a product or a service can be created by defining it. That is, what our product is and how it is going to satisfy the needs of customers. The value configuration phase includes three parts ─ product, brand and price of the product. Defining our product is very essential in order to position it in the minds of customers. According to Know This.com, marketing starts with the product since it is what an organization has to offer its target market. Product in other words is the solution to the problems of the customer. These solutions include tangible or intangible (or both) product offerings marketed by an organization. Another importance of the product in marketing is that it generates revenue for the company. It is the â€Å"thing† that companies sell in order to realize profits and satisfy stakeholders. There should be a well developed product strategy which is compatible with the target market to succeed in the long run. Because of these two reasons, we must define our product. But our aim here is to create a value for our product offering. We have to take into consideration various factors which can help us create a value which will be later communicated and delivered to the customers. In other words before communicating the offering, it should be made worth communicating. First of all the product is to be categorized. According to Pride, William M. and Ferrell, O.C., 2005, there are two general categories of product ─ Consumer products and Business products. As far as sporting goods market is considered it can be targeted with both consumer as well as business products. Pricing, distribution and promotion of a product depends

Access to Higher Education Assignment Example | Topics and Well Written Essays - 1500 words

Access to Higher Education - Assignment Example umber of domestic students under two scenarios 2006-2021 by capital city Available at: http://www.universityworldnews.com/filemgmt_data/files/AUR_51-01_Birrell_Edwards.pdf Some of those recommendations include reducing the cost of access to higher education, strengthening the domestic universities to provide quality education to Australian citizens. In addition, due to the inequality level in accessing education especially among people from the lower socio-economic class, the government should aim at empowering these people to enable them compete favourably with the other social classes for positions in the universities. Discussion of the contributing factors Higher education in Australia has been faced with many challenges, these challenges have led to low enrolment in the universities and consequently a small population of the country has graduate qualifications. Some of the factors that have caused the low levels of university enrolments include the following. 1. The high cost of education- One challenge that makes increase in access of higher education hard to achieve is the cost implication that comes with it (Chen & St John, 2011, p23). The cost of acquiring a degree is very high in the country such that not everyone in the society can be able to match. This high cost of acquiring a degree is a challenge especially to individuals in the lower socio-economic class (Harmon 2010, p. 75). Very often, you will find needy students that are very bright but cannot afford to further their studies. The only hope for these students is either to find a sponsor or the government loans and grants provided by governments. The very bright ones are at an advantage because they are likely to receive sponsorship or even get free education from some universities that do this as part... The assignment "Access to Higher Education" investigates access to higher education in Australia. This paper also discusses the causes of the problems that are faced in the country, their origin and the solutions that be implemented to improve the accessibility to higher education in this country. The government of Australia has been putting policies to ensure that raises the number of adults who have a university degree to 40 per cent by the year 2025. However, several challenges stand in the way of government and attaining this dream of realizing the increased number of university graduates. Such problems include the high cost of university education, the attitudes of the people, preferential treatment of some people by the universities, commercialisation of education, which has led to university graduates not being fully equipped to enable work competitively in the job market. In order to deal with these problems in the Australian higher education, this report has given some recommendations that can improve the accessibility of higher education and help the government to attain the target of increasing the number of adult graduates to 40 per cent. Some of those recommendations include reducing the cost of access to higher education, strengthening the domestic universities t o provide quality education to Australian citizens. Due to the inequality level in accessing education, the government should aim at empowering these people to enable them to compete with the other social classes.

Requirements of legislation Essay Example for Free

Requirements of legislation Essay Explain how the requirements of legislation, codes of practice and agreed ways of working influence professional supervision. Legislation has leaded us to the point of view that supervision is the requirement for all staff: 1) National Minimum Standards – Supplying good practice of supervision is a mandatory requirement set by National Minimum Standards in UK– covering all criteria and aspects of practice (for example policy and procedures; job descriptions and keeping a balance between outcomes for organisation and the development of the staff), career development needs – (for instance professional training), ensuring that staff gets support from supervisors in the area where they are not coping well. In my setting the staff is supported for acquiring continuous professional development courses offered on-line by the HighScope Research Foundation, time is set for in-house CPD sessions by supervisors. One- to one sessions are held by the supervisor to identify the gaps and allocate the distribution of CPD. Staff is given clear guide lines on safe guarding and other policies, procedures and the job descriptions, realistic outcomes are set for the nursery by supervision, keeping in view the current level of development of the staff. 2) Revised EYFS Welfare requirements In our practices this has lead to staff being advised to report to any inappropriate behavior of other staff leading to abuse and neglecting of children in the setting and the supervisors maintain absolute confidentiality of such matters Use of mobile phone is prohibited. Staff is not allowed to take pictures of children from their mobile phones. Alternatively sharing pictures on social media websites is strictly prohibited Staff is encouraged to take on CPD – 100% financial aid is provided to take online HighScope courses, once the gaps are identified by talking through the supervisor. 3) CWDC resources – performance management and dynamic and enabling supervisory relationship – This has provided a supervision tool, where quality and service standards are met at the same time retaining the staff. In my setting staff is encouraged to take new skills and knowledge and implement them. They take balanced and calculated risks and experience their new learning in action, without the supervisors taking control of their activities and blaming them for unexpected outcomes. Eventually this leads to success in outcomes. High quality care services are provided with new skills, development of integrated working is supported along with CPD. Bibliography: Book: Jane Cook, (2013) Leadership and Management is Early Years, Practical Pre-School Books Website: www.makingthedifference.com.au//professional-supervision https://www.childwelfare.gov/management/mgmt_supervision/performance/ http://en.wikipedia.org/wiki/Performance_indicator

Brand Placement in the Indian Film Industry

Brand Placement in the Indian Film Industry Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research paper looks at the rationality of brand placement, the possible congruity that can be built in the story, as indicators of success of effective brand placement in films and if so, as variables in bringing desired change in consumers attitude. The paper highlights the basic reasons for placing products and brands in Mainstream Hindi films and the effectiveness of these placements as a tool for enhancing the recall value of brands in long run brands in the films. This paper also gives insight as to how audiences react to product placement, do they think it as an effective alternative media, if it has any impact on them and if they find it ethical.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The research incorporated case studies of four mainstream Hindi films, selected on basis of their box office fate and the amount of brand placement. These films are then anaysed in terms of effectiveness of the variety of placements in bringing the desired recall and recognition values. The four films selected include Om Shanti Om, Goal, Chak De! India, and Lage Raho Munna Bhai. The research concludes with suggestions regarding areas for future research.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice whats served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. INTRODUCTION BACKGROUND The Concept of Product Placement Product Placement in Movies Types of Product Placement Brand Placement is Different from Celebrity Endorsement The Opportunity of Brand placement, Consumer Information processing and Issue of Brand Congruity WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur: It simply happens. Its arranged, and a certain amount of the product serves as compensation. Its arranged, and there is financial compensation. Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of Tata Indigo car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories: Trade-off of integration or placement for a supply of product Financial compensation for placement or integration The most common type of deal is a simple exchange of the product for the placement. Example, lets say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Sometimes, a gift of the product isnt an appropriate form of compensation, so money powers the deal. Imagine that the marketing team at Tag Heuer has heard about this project and feels that, given the star power of the actor playing lead, this project would be a great vehicle for showcasing its product. Someone from Tag Heuer approaches the set dresser with a financially lucrative proposal. Eventually, they come to an agreement and the wristwatch casually appears in several scenes. Before product placement really saw a surge in the mid 1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madisons specialized division for in-film branding, MATES. PRODUCT PLACEMENT IN MOVIES Every frame in a movie has an opportunity for branding. With that intent, a number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of cinemas content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Product placement in movies has gained momentum all over the world. The practice of using branded products in Hollywood movies started as casual process since 1940s. The earliest example would be 1945 movie Mildred Pierce with film star Joan Crawford drinking Jack Daniels bourbon whiskey. The current Hollywood movies feature a plethora of products ranging from telecommunications (Motorola, Nokia), automobile (Audi, BMW, Chrysler, Jeep, Lada and Mercedes) to other products like FMCG goods, Tobacco etc. Good examples are James Bond movies. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970s with Rajkapoor using Rajdoot in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and thro ugh increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and internal zapping from consumers. Such success stories firmly establish the importance of product placement. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans cross-promoting films and brands. For example, Audi used 2004s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a films revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-on-demand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance. TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories: Implicit Mode: in this the star appears in a situation and is seen openly stating that he is using the product/brand. For example, in the movie Chalte Chalte, Shahrukh Khan is seen asking his worker to fill Castrol in his truck. Imperative Mode: In this the star would ask his friend/co-worker/peer to use the product. For example, in the movie Koi Mil Gaya, Hritik Roshan is seen recommending Bournvita to Priety Zinta and her mother in the film. Co-present Mode: in this, the star appears in some kind of setting with the product or he or she could be seen consuming or using the product. In the movie Diljale, love is the ulterior theme, and Sonali Bendre, the lead actress is shown expressing her love through Archies cards, thus revolving around the social expression feel of the Card makers. BRAND PLACEMENT IS DIFFERENT FROM CELEBRITY ENDORSEMENT The celebrities endorse product and brands with commercial reasons, which normally come in the breaks in television programmes or in cinema halls. The phenomenon of zipping and change in television usage behavior due to surfing during the commercial breaks has reduced effectiveness of television commercials. Similarly commercials of cinema hall are found to be of low involvement as audience takes them as blocks between the reasons of visiting the cinema hall and the time available to them for entertainment. So the brand communication and the entertainment product are viewed differently from the audience of both media. Brand placement provides an opportunity where the involved audience gets exposure to the brands and products during the natural process of narration of movie or television commercial. THE OPPORTUNITY OF BRAND PLACEMENT, CONSUMER INFORMATION PROCESSING AND ISSUE OF BRAND CONGRUITY   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Of late there have been attempts by Indian producers and brand managers to come together and place the brand in a situation where the audience is captive and more prone to show high level of retention. Many consumers and researchers are of the view that this method is excessive commercialization of media and intrusion in life of viewer.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The viewer does not necessarily go there to see the brands; rather he is going to the cinema hall to escape from the realities of life. Brand managers are using different type of placements to make the brand look obvious at the point of emergence. They are also integrating the brand presence with the plot of the cinema, so that the audience does not feel the brand to be out of context. The brand should also be reflective of the class of user of character in the film. If the plot connection is missing and the brand is not reflective of the characters class of usage, then probably the whole brand placement exercise will be futile. The success of Indian movies is not based on sound fundamentals which is evident from the number of feature films flopping every year. So if the vehicle in which the brand is placed does not have the required viewership, then the tariff charged to bring brand at some point of the story will also go in drain .   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Films are selected as context of research for various reasons as explained below.   Compared to television, movie viewing has higher involvement. While watching a television programme, the viewer can do multifarious work at home setting, which may affect the attention degree span of the audience and hence, reduce the overall effectiveness of the medium for enhancing brand retention. In opposition to this argument, is the movie going behavior where the viewer makes a voluntary choice for viewing (exposure) a specific film (product) at a cost (time, financial, opportunity cost) for the purpose of wholesome entertainment. So he is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It has been observed from research that brand recall for commercials shown during the television programmes with higher level of TRPs are very poor due to the channel switching behavior. High level of media clutter, similarity of programming across channels, channel switching behavior are the factors responsible to generate sufficient level of research interest in researchers at the practice of brand placement in movies.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The factors important for product placement include the level of abstraction and qualitative nature of the brand memory effect and the congruity among brand associations affects the favorability, strength and uniqueness of the brand associations. The factors being: Brand awareness: It is the strength of brand node or trace in the memory as reflected by consumers ability to identify the brand under different conditions. Brand image: It is the set of perceptions, held in the consumers memory, as reflected by brand associations. Are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for the consumers? Brand Attitudes: they are the overall evaluation of the brand by the consumers. They often form the basis of consumers choice. Other variables affecting Brand placement are- Favorability of Brand Associations: Associations differ according to how favorably they are evaluated. The success of a marketing program largely depends on the ability of the marketing program in creating the trust among consumers that the attributes and associations benefits are there in the brand talked about in communications. The Strength of Brand Association: It depends on how the information enters consumers memory (encoding) and how it is retained as part of brand image (storage). Strength is a function of both the amount or quality of processing information received at encoding (how much the person thinks about the information) and the nature or quality of the information at the encoding end (the manner in which the person thinks about the information). Congruence of a Brand: the congruence of the brand with the story of the film and presentation in the film is another measure. Congruence is defined as the extent to which the brand association shares the content and meaning with other brand associations. This explains how easily one existing brand association can be recalled and how additional associations can be linked to the brand node in memory. Brand Leverage: Compares the characteristics of the secondary associations with those of primary brand associations. The secondary associations are derived out of the usage of the brand by the character in the film. Example in the film Taal, the hero uses the bottle of Coke as a symbol of exchange of love and this contextual placement increases the strength of association of the brand. Earlier researches have shown the importance of a strong link between the brand and the film. The stronger the link, the greater is the impact between the brands image and the attitude towards the brand sponsor.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Increase in product placements and institutionalization of the industry indicate that advertisers are using the technique to sway consumers brand attitudes. The type of placements should look natural to the narration, as consumption symbols are often used to enrich the plot, theme and characters of popular culture texts. Some consumers may feel that the use of brand names in popular culture simply reflects the increased commercial content of a culture or the producers efforts to enhance the realism of their film. However, in case where the brand takes a major role in the story of the film as in the movie Friends, or where its presence in the movie might look suspect as in the movie Yaadein, the audience may realize that it was placed there to affect their judgments and they may counter argue them just as they do to the traditional advertising messages. Advertising gurus claim that in-film advertising is a very shaky business and most marketers have a tendency and temptation to go overboard with the result that the film would end up becoming a long advertising commercial. Others say that since marketers always tried to stretch their advertising rupee in order to obtain the maximum bang for their buck with the result that brand suffered. However, most advertising professionals vouch for the fact that films, by virtue of being quite engaging, are one of the cost-effective and effective mediums for advertising. If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain, they say. This can be referred to the fact that the girls beating the boys fighting sequence in Chak De has been referred to as the McDonalds fight scene merely because it takes place in one of the outlets. Again, there is no mention of McDonalds in the entire film as it has been seamlessly embedded. Film content of any kind can be used to build brands. The last one year has been rather active in terms of in-film placements and branding through films. However, the placement of brands such as Ultra Tech poses a big challenge especially considering that there is no obvious benefit in sticking to stereo-types and force-fitting the Brand in films theme or storyline, he said Literature survey in the Indian context was more disheartening despite the fact that brand placement is used more and more in Indian films these days. There are hardly any evidences of work carried out on brand placement in Indian Movies.   The Indian Hindi film industry id the largest in the world in terms of number of movie produced. Yet the success rate of the movies in Indian film industry is very less. If a proper research on brand placement can be done, it can guide the producers, brand managers and academicians to develop and effective brand placement strategy in which the risk of the film making and failure will come down substantially in the Indian market. The producers can charge a price for the brand placement and cover a production cost; the brand managers will find a platform to communicate with the audience about their brands in more effective manner than conventional television advertising. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME MAINSTREAM FILMS (In Recent Times) SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehras Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amirs picture and produced a movie trailer that was a montage of shots from the film and Cokes Piyo Sar Uthake campaign. Just the right kind of media partners, the films marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshans Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtars Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed dons phone, his laptop, his watch, hia sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavis Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonalds, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and go dhoom. Main Hoon Naa: Farah Khans first movie Main Hoon Naa featured the following brands- Reebok, Cafà © coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR films family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. And these are not mere stating of the brands featured. These placements result in stupendous impact in consumers as delineated by the sales figures of the featured brands, before and after product placement. After Bournvita featured in Krrish, it reported a increase in sales by 15% and intention to use brand by 9%*. Domios registered greater footfall in its outlets after its placement in Phir Hera Pheri. Garnier recorded a product recall of 46% after it got featured in the movie Chup Chup Ke. Lays got an additional endorsement from Priyanka Chopra after she was shown munching on the snack in Krrish, thus re-establishing Lays as cool snack.   After Reebok featured in key scenes in Viruddh, the brand boasted of having got verbal endorsement of Amitabh Bacchan, and extensive reach through multiple showcasing of the film on multiple vehicles. Tanishq recorded a average minimum revenue of 1.45 crore from its Paheli collection. And as if that was not all, they recorded a increase in purchase intent by 13% and favorability of the brand by 10%!!! That says a lot about the success of brand placements. FAILURES There is always the other side of the coin! Academicians from Universities say that currently, embedded advertising still needs to grow in India. It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream, they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what weve come to expect, but corporate honchos didnt seem happy just with being there. So they mustve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director mustve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203:   If youre one of the few people that watched the remake of Victoria 203, youd probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. Thats because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. VirruddhFamily Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great the services of Western Union Brand Placement in the Indian Film Industry Brand Placement in the Indian Film Industry Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research paper looks at the rationality of brand placement, the possible congruity that can be built in the story, as indicators of success of effective brand placement in films and if so, as variables in bringing desired change in consumers attitude. The paper highlights the basic reasons for placing products and brands in Mainstream Hindi films and the effectiveness of these placements as a tool for enhancing the recall value of brands in long run brands in the films. This paper also gives insight as to how audiences react to product placement, do they think it as an effective alternative media, if it has any impact on them and if they find it ethical.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The research incorporated case studies of four mainstream Hindi films, selected on basis of their box office fate and the amount of brand placement. These films are then anaysed in terms of effectiveness of the variety of placements in bringing the desired recall and recognition values. The four films selected include Om Shanti Om, Goal, Chak De! India, and Lage Raho Munna Bhai. The research concludes with suggestions regarding areas for future research.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice whats served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. INTRODUCTION BACKGROUND The Concept of Product Placement Product Placement in Movies Types of Product Placement Brand Placement is Different from Celebrity Endorsement The Opportunity of Brand placement, Consumer Information processing and Issue of Brand Congruity WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur: It simply happens. Its arranged, and a certain amount of the product serves as compensation. Its arranged, and there is financial compensation. Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of Tata Indigo car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories: Trade-off of integration or placement for a supply of product Financial compensation for placement or integration The most common type of deal is a simple exchange of the product for the placement. Example, lets say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Sometimes, a gift of the product isnt an appropriate form of compensation, so money powers the deal. Imagine that the marketing team at Tag Heuer has heard about this project and feels that, given the star power of the actor playing lead, this project would be a great vehicle for showcasing its product. Someone from Tag Heuer approaches the set dresser with a financially lucrative proposal. Eventually, they come to an agreement and the wristwatch casually appears in several scenes. Before product placement really saw a surge in the mid 1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madisons specialized division for in-film branding, MATES. PRODUCT PLACEMENT IN MOVIES Every frame in a movie has an opportunity for branding. With that intent, a number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of cinemas content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Product placement in movies has gained momentum all over the world. The practice of using branded products in Hollywood movies started as casual process since 1940s. The earliest example would be 1945 movie Mildred Pierce with film star Joan Crawford drinking Jack Daniels bourbon whiskey. The current Hollywood movies feature a plethora of products ranging from telecommunications (Motorola, Nokia), automobile (Audi, BMW, Chrysler, Jeep, Lada and Mercedes) to other products like FMCG goods, Tobacco etc. Good examples are James Bond movies. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970s with Rajkapoor using Rajdoot in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and thro ugh increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and internal zapping from consumers. Such success stories firmly establish the importance of product placement. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans cross-promoting films and brands. For example, Audi used 2004s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a films revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-on-demand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance. TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories: Implicit Mode: in this the star appears in a situation and is seen openly stating that he is using the product/brand. For example, in the movie Chalte Chalte, Shahrukh Khan is seen asking his worker to fill Castrol in his truck. Imperative Mode: In this the star would ask his friend/co-worker/peer to use the product. For example, in the movie Koi Mil Gaya, Hritik Roshan is seen recommending Bournvita to Priety Zinta and her mother in the film. Co-present Mode: in this, the star appears in some kind of setting with the product or he or she could be seen consuming or using the product. In the movie Diljale, love is the ulterior theme, and Sonali Bendre, the lead actress is shown expressing her love through Archies cards, thus revolving around the social expression feel of the Card makers. BRAND PLACEMENT IS DIFFERENT FROM CELEBRITY ENDORSEMENT The celebrities endorse product and brands with commercial reasons, which normally come in the breaks in television programmes or in cinema halls. The phenomenon of zipping and change in television usage behavior due to surfing during the commercial breaks has reduced effectiveness of television commercials. Similarly commercials of cinema hall are found to be of low involvement as audience takes them as blocks between the reasons of visiting the cinema hall and the time available to them for entertainment. So the brand communication and the entertainment product are viewed differently from the audience of both media. Brand placement provides an opportunity where the involved audience gets exposure to the brands and products during the natural process of narration of movie or television commercial. THE OPPORTUNITY OF BRAND PLACEMENT, CONSUMER INFORMATION PROCESSING AND ISSUE OF BRAND CONGRUITY   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Of late there have been attempts by Indian producers and brand managers to come together and place the brand in a situation where the audience is captive and more prone to show high level of retention. Many consumers and researchers are of the view that this method is excessive commercialization of media and intrusion in life of viewer.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The viewer does not necessarily go there to see the brands; rather he is going to the cinema hall to escape from the realities of life. Brand managers are using different type of placements to make the brand look obvious at the point of emergence. They are also integrating the brand presence with the plot of the cinema, so that the audience does not feel the brand to be out of context. The brand should also be reflective of the class of user of character in the film. If the plot connection is missing and the brand is not reflective of the characters class of usage, then probably the whole brand placement exercise will be futile. The success of Indian movies is not based on sound fundamentals which is evident from the number of feature films flopping every year. So if the vehicle in which the brand is placed does not have the required viewership, then the tariff charged to bring brand at some point of the story will also go in drain .   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Films are selected as context of research for various reasons as explained below.   Compared to television, movie viewing has higher involvement. While watching a television programme, the viewer can do multifarious work at home setting, which may affect the attention degree span of the audience and hence, reduce the overall effectiveness of the medium for enhancing brand retention. In opposition to this argument, is the movie going behavior where the viewer makes a voluntary choice for viewing (exposure) a specific film (product) at a cost (time, financial, opportunity cost) for the purpose of wholesome entertainment. So he is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It has been observed from research that brand recall for commercials shown during the television programmes with higher level of TRPs are very poor due to the channel switching behavior. High level of media clutter, similarity of programming across channels, channel switching behavior are the factors responsible to generate sufficient level of research interest in researchers at the practice of brand placement in movies.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The factors important for product placement include the level of abstraction and qualitative nature of the brand memory effect and the congruity among brand associations affects the favorability, strength and uniqueness of the brand associations. The factors being: Brand awareness: It is the strength of brand node or trace in the memory as reflected by consumers ability to identify the brand under different conditions. Brand image: It is the set of perceptions, held in the consumers memory, as reflected by brand associations. Are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for the consumers? Brand Attitudes: they are the overall evaluation of the brand by the consumers. They often form the basis of consumers choice. Other variables affecting Brand placement are- Favorability of Brand Associations: Associations differ according to how favorably they are evaluated. The success of a marketing program largely depends on the ability of the marketing program in creating the trust among consumers that the attributes and associations benefits are there in the brand talked about in communications. The Strength of Brand Association: It depends on how the information enters consumers memory (encoding) and how it is retained as part of brand image (storage). Strength is a function of both the amount or quality of processing information received at encoding (how much the person thinks about the information) and the nature or quality of the information at the encoding end (the manner in which the person thinks about the information). Congruence of a Brand: the congruence of the brand with the story of the film and presentation in the film is another measure. Congruence is defined as the extent to which the brand association shares the content and meaning with other brand associations. This explains how easily one existing brand association can be recalled and how additional associations can be linked to the brand node in memory. Brand Leverage: Compares the characteristics of the secondary associations with those of primary brand associations. The secondary associations are derived out of the usage of the brand by the character in the film. Example in the film Taal, the hero uses the bottle of Coke as a symbol of exchange of love and this contextual placement increases the strength of association of the brand. Earlier researches have shown the importance of a strong link between the brand and the film. The stronger the link, the greater is the impact between the brands image and the attitude towards the brand sponsor.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Increase in product placements and institutionalization of the industry indicate that advertisers are using the technique to sway consumers brand attitudes. The type of placements should look natural to the narration, as consumption symbols are often used to enrich the plot, theme and characters of popular culture texts. Some consumers may feel that the use of brand names in popular culture simply reflects the increased commercial content of a culture or the producers efforts to enhance the realism of their film. However, in case where the brand takes a major role in the story of the film as in the movie Friends, or where its presence in the movie might look suspect as in the movie Yaadein, the audience may realize that it was placed there to affect their judgments and they may counter argue them just as they do to the traditional advertising messages. Advertising gurus claim that in-film advertising is a very shaky business and most marketers have a tendency and temptation to go overboard with the result that the film would end up becoming a long advertising commercial. Others say that since marketers always tried to stretch their advertising rupee in order to obtain the maximum bang for their buck with the result that brand suffered. However, most advertising professionals vouch for the fact that films, by virtue of being quite engaging, are one of the cost-effective and effective mediums for advertising. If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain, they say. This can be referred to the fact that the girls beating the boys fighting sequence in Chak De has been referred to as the McDonalds fight scene merely because it takes place in one of the outlets. Again, there is no mention of McDonalds in the entire film as it has been seamlessly embedded. Film content of any kind can be used to build brands. The last one year has been rather active in terms of in-film placements and branding through films. However, the placement of brands such as Ultra Tech poses a big challenge especially considering that there is no obvious benefit in sticking to stereo-types and force-fitting the Brand in films theme or storyline, he said Literature survey in the Indian context was more disheartening despite the fact that brand placement is used more and more in Indian films these days. There are hardly any evidences of work carried out on brand placement in Indian Movies.   The Indian Hindi film industry id the largest in the world in terms of number of movie produced. Yet the success rate of the movies in Indian film industry is very less. If a proper research on brand placement can be done, it can guide the producers, brand managers and academicians to develop and effective brand placement strategy in which the risk of the film making and failure will come down substantially in the Indian market. The producers can charge a price for the brand placement and cover a production cost; the brand managers will find a platform to communicate with the audience about their brands in more effective manner than conventional television advertising. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME MAINSTREAM FILMS (In Recent Times) SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehras Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amirs picture and produced a movie trailer that was a montage of shots from the film and Cokes Piyo Sar Uthake campaign. Just the right kind of media partners, the films marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshans Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtars Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed dons phone, his laptop, his watch, hia sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavis Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonalds, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and go dhoom. Main Hoon Naa: Farah Khans first movie Main Hoon Naa featured the following brands- Reebok, Cafà © coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR films family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. And these are not mere stating of the brands featured. These placements result in stupendous impact in consumers as delineated by the sales figures of the featured brands, before and after product placement. After Bournvita featured in Krrish, it reported a increase in sales by 15% and intention to use brand by 9%*. Domios registered greater footfall in its outlets after its placement in Phir Hera Pheri. Garnier recorded a product recall of 46% after it got featured in the movie Chup Chup Ke. Lays got an additional endorsement from Priyanka Chopra after she was shown munching on the snack in Krrish, thus re-establishing Lays as cool snack.   After Reebok featured in key scenes in Viruddh, the brand boasted of having got verbal endorsement of Amitabh Bacchan, and extensive reach through multiple showcasing of the film on multiple vehicles. Tanishq recorded a average minimum revenue of 1.45 crore from its Paheli collection. And as if that was not all, they recorded a increase in purchase intent by 13% and favorability of the brand by 10%!!! That says a lot about the success of brand placements. FAILURES There is always the other side of the coin! Academicians from Universities say that currently, embedded advertising still needs to grow in India. It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream, they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what weve come to expect, but corporate honchos didnt seem happy just with being there. So they mustve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director mustve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203:   If youre one of the few people that watched the remake of Victoria 203, youd probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. Thats because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. VirruddhFamily Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great the services of Western Union