Media Buying Assignment Example | Topics and Well Written Essays - 750 words

Media Buying - Assignment Example 2. The outside back cover is outside back page of any magazine which is seen by everyone. It is also considered the best exposure just next to the cover page. The rate for outside back cover (1 * rate) in Canadian Geographic is $ 22,470. 4. BBM provides video call facility, receive and send messages with unlimited length, real time confirmation facilities when messages are being delivered, written and read. It can also send files, documents, music, and videos up to 16 MB. 5. Three time categories for television advertising are: Morning drive time which is from 6 A.M. to 10 A.M., Midday which is from 10 A.M. to 3 P.M. and afternoon and evening time which is from 3 P.M. to midnight. 6. The full form of GRP is Gross Rating Point. It measures total rating points during a advertising campaign. A rating point can be defined as one percent of the targeted and potential audience. Calculation of GRP is: Actual reach * Frequency = GRP. 7. Day part is a method through which division of time for radio or television advertisement can be done in a fair and standardized way. Outline of a possible day part classification is as follows: Morning drives (6-10 A.M.), Daytime (10 A.M. to 3 P.M.), Afternoon drive (3 P.M. to 7 P.M.), Night time (7 P.M. to 12 A.M.) and Overnight time (12 A.M. to 6 A.M.). 8. Three basic steps which are involved in buying direct mail are choosing the right list; make the right offer and distribution. At first target list should be identified and then define the order after selecting the proper format and at last but not the least track the result of the buying procedure through the direct mail. Ad size will be 4 columns wide and 6 column inches deep. Ads will be black and white and frequency 2 ads per week [Tuesday and Friday]. Continuity will be 6 weeks. After considering all these criteria the cost will be: $ 6.267 * 2 * 8 = $ 100.27 (Times

American Airlines Flight Essay Example for Free

American Airlines Flight Essay Through his 1997 Airframe novel, Michael Crichton describes Casey Singleton’s response after a plane that was manufactured by Norton Aircraft experiences an accident while in flight. Singleton is a quality assurance officer at Norton Aircraft. Does the story accurately portray an aircraft manufacturer’s response to an accident? By demonstrating that following the accident, Norton Aircraft works hard to ensure that it (Norton Aircraft) does not only ascertain the genesis of the accident, but also to try to exonerate itself from any culpability, Crichton presents an accurate picture of aircraft manufacturers’ reaction to plane accidents. To illustrate, Singleton puts forth great efforts to investigate the facts behind the accident (Crichton, 1996). It is notable that a Singleton is not interested in the numerous aspects that usually surround pane mishaps. Rather, she seeks to establish who erred with regard to the accident. This is the typical reaction of aircraft manufacturers after plane accidents; they seek to apportion blame rather than solve the problem. Does the story accurately portray the media’s response to an aircraft accident? Crichton also presents a credible description of how the news-hungry media usually responds after plane accidents. It is undisputable that media houses jostle to present that so-called ‘exclusive’ story to the public after air accidents. This trend is clearly exhibited by the plans by a local media house to air a sensational news program that has somewhat maliciously dubbed the ill-fated plane a ‘deathtrap’. The author thus describes and critiques the sensational attitude that the media shows towards plane accidents. What was your overall impression of the story? After studying Crichton’s story, I was pleased with the author’s description of events that closely resemble real-life aviation accidents. For example, in describing the circumstances as well as the cause of the accident, Crichton draws parallels with the American Airlines Flight 191 fatal crash. In addition, Singleton’s investigations reveal that the accident was partly caused by the captain’s error of allowing his inexperienced son to take charge of the aircraft. Similarly, the Aeroflot flight 593 mishap in 1994 originated from the pilot’s mistake of permitting his inexperienced son to man the flight. Discerning such parallels to real-life events makes me to like the novel owing to its seeming applicability in contemporary mishaps. On the other hand, after closely examining Crichton’s plot, I have deduced several themes which make the author’s text very significant. For example, the author describes events that seek to show that air accidents are usually blamed on the wrong parties. In this case, John Marder and his associates try to place the blame for the accident squarely on Singleton. After her investigations, Singleton however detects that the fault was in the person who was operating the aircraft, particularity the pilot. The author thus demonstrates that innocent and vulnerable parties usually unjustly carry the blame for plane accidents. This candid portrayal of the blame games that accompany plane accidents is an aspect that makes the author’s work worthy of praise. In addition, I marveled at Crichton’s demonstration that humans, as opposed to mechanical failures, are the main cause of plane accidents. The author thus eradicates the popular notion that machine failure is normally the major culprit behind plane accidents. To illustrate, the aircraft is functional as per Singleton’s investigations. Human error, in form of improper maintenance coupled with operational errors; make the plane to have the accident. Crichton thus debunks a popular myth related to aircraft accidents through the novel’s events. This aspect makes me to really like the author’s bluntness and originality. References Crichton, M. (1996). Airframe. New York: Knopf.

Stigmatization Of People With Schizophrenia Social Work Essay

Stigmatization Of People With Schizophrenia Social Work Essay Schizophrenia is a mental illness with symptoms like delusions, hallucinations, disorganized speech and behaviour, and inappropriate emotions (Barlow Durand, 2009). These symptoms would distort an individuals living to a certain extent. For example, the irrational thoughts may result in communication problems. In fact, not only do the symptoms of schizophrenia affect an individual, stigmatization of people with schizophrenia also has profound effects on those people with schizophrenia. Stigma is the general negative attitudes towards a certain group of people (Schneider, 2004). Many scholars suggested that people with schizophrenia are highly stigmatized (Chang Johnson, 2008; Gingerich Mueser, 2006; Prior, 2004). They are generally described as depressed, unpredictable, violent, dangerous and aggressive (Chang Johnson, 2008; Schneider, 2004). Although these may be true for some cases, it is believed that there is overgeneralization of the situation. The situation would also be worsened by the media (Chang Johnson, 2006), which sometimes connect schizophrenia to violent acts. For example, a person with schizophrenia would be more likely to be a murder. These negative views would trigger discrimination on people with schizophrenia. Schneider (2004) suggested the labeling theory to explain why people with mental illness behave in the way that the general public describes as dangerous and violent. He explained that they act as dangerous and violent just because they are stigmatized and play out their assigned roles. Therefore, it can be seen that they may actually be socialized to behave in those ways instead of behaving naturally. It should be noted that people are not only stigmatized while they are suffering from schizophrenia. A research was done by Cheung and Wong (2004) with 193 people in Hong Kong on the perception of stigmatization on people with mental illness. The result shows that the majority agrees with the fact that most people believe that someone with a previous mental illness is untrustworthy and dangerous. Schizophrenia, being one of the mental illnesses, is of no exception. The implication of this research is that stigmatization on people with schizophrenia is a life-long issue, from the onset of the disorder until the end of ones life. Gingerich and Mueser (2006) suggested that stigma on people with schizophrenia may make others feel fear of and avoid interacting with those people. This fear and avoidance would in turn reduce the interaction between people with schizophrenia and the public and there would be less opportunity to change the stigmatizing beliefs (Gingerich and Mueser, 2006). Holmes and River (1998) introduced the concept of social stigma and self-stigma. The aforementioned are social stigma as the general public stigmatizes those with schizophrenia. Chang and Johnson (2008) suggested that there are social messages delivered in the stigma which may lead to self-stigmatization of an individual. This further stigmatization would cause even more negative effects on oneself. Effect of stigmatization on people with schizophrenia As suggested by Tsang, Tam, Chan and Cheung (2009), stigmatization prohibits mentally ill people from recovery. Regarding situations in Hong Kong, Tsang et al. (2009) found from a survey that 80% of respondents thought social stigma has negative consequences towards mentally ill people. Compared with the high percentage, much less respondents considered social stigmatization unacceptable. Which means quite a number of people tolerate or accept stigmatization even though they know the impact brought. Other figures found by Tsang et al. (2009) also revealed the severeness of stigmatization in Hong Kong. For example, one fourth of respondents are hesitate to accept people with mental illness and about 30% of respondents oppose mentally ill elderly into elderly home. These thoughts and stigmatizations contribute to the effects brought by schizophrenia and make it more serious in Hong Kong. There is no doubt that stigmatization poses negative consequences on people with schizophrenia throughout their life. Chan, Mak and Law (2009) confirmed the point above after reviewing a lot of literatures. Firstly, it imposes constraints in daily living on those with schizophrenia. Moreover, it may lead to lower self-esteem, reduced life satisfaction and social adaptation. It also hinders help-seeking behavior. Apart from the above impacts, Corrigan (1998) also suggested that stigmatization would lead to discrimination, followed by loss of social opportunities as members of society withhold the chances related to work or income. Thus lead to poor quality of life. It should be noted that the psychological, social and biological aspects cause the negative consequences and they are interrelated. Socially, negative attitudes towards people with schizophrenia inhibit the employment opportunities (Corrigan, 1998). The claim is also supported by the finding by the Equal Opportunities Commission (1997) in Hong Kong. It stated that the mentally ill peoples employment rate is low (around 30%). The unemployment problems may trigger a lot of other problems. It is obvious that unemployment causes financial problems. It also places burden on clients relatives. Moreover, as stated by Mowbray, Bybee, Harris and McCrohan (1995), employment offers opportunities for social interaction, builds self-esteem and identity, and is the best predictor of recovery and social integration. However, without a job, there may be disappointment and self-blame of being a burden to the family or being incapable to earn a living. The psychological aspect of the people is thus af fected and may reduce life satisfaction. Tsang et al. (2003) also suggested that stigmatization not only affect the individual but also his family or social network. An example illustrated is that a large number of people would change seats in public transport when sitting next to people who appear to have mental illness. When going out with the mentally ill people, their relatives or families would feel embarrassed. Thus their emotions are also affected. And because of the stigmatization of experiences that irritate the mentally ill people, they may isolate themselves. The family is also likely to conceal their illness because they feel ashamed of the schizophrenic people. This is particularly true in Hong Kong as Chinese stresses the importance of collective representation of families (Tsang et al., 2003). This further prohibits the individual from interacting with other people. Because of the isolation, the individual is not quite possible to seek help from other. Without social support and social resources, the schizoph renic people are hard to adapt to the environment. This forms a vicious circle and the situation may become worse. Biological aspects may also increase the seriousness of stigmatization. Age of onset of mental illness may be an important factor. If a person is mentally ill since he/she was young, his/ her social network would narrow down as there may be discrimination and isolation. Thus the support is limited. Moreover, if the person suffers from schizophrenia during college or secondary school, his/her education is not competitive enough in Hong Kong as there are more and more students receiving tertiary education (Census Department, 2005). With the mental illness and lower than average academic achievement, they face a lot more difficulties in employment. Interventions It can be seen that stigmatization causes many negative effects on people with schizophrenia. Therefore, it is necessary to reduce the stigma on them. However, there should be some consideration when intervening in the situation. Chiu, Chui, Kelinman, Lee and Tsang (2006) pointed out that those interventions which focus on changing public attitude towards schizophrenia are actually isolating those stigmatized to be a group that deserves special treatments. This in turn reinforces the stigmatization. Chiu et al. (2006) also stressed that there may be the possibility of making those stigmatized more aware of the fact that they are being stigmatized. They may become hopeless about changing the current situation and just conform to the stigmatization. Hong Kong has actually taken some actions to intervene in the stigmatization on people with schizophrenia. However, it seems that the actions taken are not quite effective in reducing the stigma. For example, psychiatrists changed the Chinese term for schizophrenia from splitting of the mind to perceptual disorder (Chiu et al., 2006, p. 1694). However, Chiu et al. argued that the new term was re-stigmatized quickly after a short period of time. Besides changing the name, there have been anti-stigma programmes which promote a sense that schizophrenia is an illness like any other (Davies, Haslam, Read Sayce, 2006). Davies et al. (2006) pointed out that these programmes failed to reduce the stigma as they deliver the message that individuals cannot control themselves when they are suffering from schizophrenia. This makes the public feel that those with schizophrenia become even more unpredictable and thus increasing the stigma. As it has been mentioned, stigma on people with schizophrenia can be divided as social stigma and self-stigma. Therefore, interventions at both community and individual level are needed to reduce the stigma on people with schizophrenia. For the community level, Gingerich and Mueser (2006) suggested letting people understand more about the situation instead of changing how they think about the situation directly. One common but effective way is education (Gingerich Mueser, 2006). Education allows people to develop a better understanding on schizophrenia, for example, the cause, effects and treatments. They may be able to view psychiatric symptoms as understandable psychological or emotional reactions to life events, thus reducing the fear on people with schizophrenia (Davies et al., 2006). A research done by Chan et al. (2009) discovered that it is more effective in reducing stigma on schizophrenia if there is a lecture about schizophrenia followed by a video show which includes real cases of schizophrenia. They explained the effectiveness of the education-video model as allowing participants to get enough information and background before having deeper processing of the video. It is suggested that there was little or no organized advocacy by psychiatric patients to strive for their own interest (Chiu et al., 2006), like legislation and resource allocation on people with schizophrenia. Besides, it is suggested that poor treatment of schizophrenia may intensify the stigmatization of schizophrenia (Prior, 2004) because people may over-generalize those small group who are poorly treated and have adverse symptoms as the majority of people with schizophrenia. Advocating for the improvement of services for people with schizophrenia can thus help to reduce stigma by allowing better recovery. Besides, services like employment assistance can help integrate them in society and allow them to develop a social network (Prior, 2004). For individual level, treatments like medication, psychosocial education (Chang Johnson, 2008). In addition, family cares and supports are important to reduce stigma on an individual with schizophrenia (Chang Johnson, 2008; Gingerich Mueser, 2006) as it is the first system that the individual would situate. If the family is a supportive one, it is more likely that the individual would be less self-stigmatized. In conclusion, stigmatization poses great impacts on individuals with schizophrenia and their families. These impacts included reduced life satisfaction and social adaptation. Unemployment is also an important factor that affects social and psychological functioning of people with schizophrenia. On the other hand, interventions should not focus on changing publics attitude towards people with schizophrenia. Instead, it should focus on letting people understand more about schizophrenia and providing supports to people with schizophrenia. In the community level, there can be education and advocacy. In the individual level, there can be medication, psychosocial education and family support.

The Yellow Wall-Paper -- Literary Analysis, Gilman

In the â€Å"The Yellow Wall-paper,† the author, Charlotte Perkins Gilman, writes about a struggling mentally ill woman, named Jane, trying to work through her individuality and her own depression. This story is centered around her bedroom, her mental state, and the yellow wall-paper on the walls in her room. The reader can easily feel the pain, anguish, despair, and struggles of a woman going through a depressive state. Gilman writes about the individual succession of the woman’s mental state through the disarray of the patterned yellow wall-paper. The theme of feminism is exposed by the main characters use of language, her feelings of inferiority, mental struggles, and anger. The language of the narrator in this story is repressive to women, from the beginning and all the way to the end of the story. In the beginning of the story, the language of the narrator appears in a few ways. The ill woman is forbidden by her husband to write in her journal until she is well, to compensate for the loss of work. She feels constricted by her husband to speak freely and writes in a hidden journal. Gilman writes â€Å"I would not say it to a living soul, of course, but this is dead paper and a great relief to my mind† (808). Sad and true, but she doesn’t feel that she can tell her husband how she really feels and â€Å"the only safe language is dead language† (Theichler 61). The language of male judgment and control is predominant in the beginning of the story too. Her husband and brother both are physicians, diagnose her with a nervous condition, and both believe she will be fine with medicine and rest. The men in her life believe she should no t work, and they emphasize that she â€Å"take phosphates or phosphites--whichever it is--and tonics, and journeys,... ...the wall-paper torn from the wall, and he finds the woman creeping about the room, and faints. The narrator declares, â€Å"I’ve got out at last,† said I, â€Å"in spite of you and Jane! And I’ve pulled off most of the paper, so you can’t put me back† (Gilman 819). The narrator finally wins the battle of escaping her imprisonment of John the controlling husband. Jane is finally free of her depression and of her husband’s dominance. It temporarily cost her, her sanity to the point where images were being projected from the yellow wall-paper. The paper was a part of Jane’s neurosis, but also crept into the entire household. In order to cope with the madness Jane found her inner self is an image of a creeping woman trying to escape the patterned wall-paper. In order to escape her suppression, Jane immersed herself further into her insanity to become sane once again. The Yellow Wall-Paper -- Literary Analysis, Gilman In the â€Å"The Yellow Wall-paper,† the author, Charlotte Perkins Gilman, writes about a struggling mentally ill woman, named Jane, trying to work through her individuality and her own depression. This story is centered around her bedroom, her mental state, and the yellow wall-paper on the walls in her room. The reader can easily feel the pain, anguish, despair, and struggles of a woman going through a depressive state. Gilman writes about the individual succession of the woman’s mental state through the disarray of the patterned yellow wall-paper. The theme of feminism is exposed by the main characters use of language, her feelings of inferiority, mental struggles, and anger. The language of the narrator in this story is repressive to women, from the beginning and all the way to the end of the story. In the beginning of the story, the language of the narrator appears in a few ways. The ill woman is forbidden by her husband to write in her journal until she is well, to compensate for the loss of work. She feels constricted by her husband to speak freely and writes in a hidden journal. Gilman writes â€Å"I would not say it to a living soul, of course, but this is dead paper and a great relief to my mind† (808). Sad and true, but she doesn’t feel that she can tell her husband how she really feels and â€Å"the only safe language is dead language† (Theichler 61). The language of male judgment and control is predominant in the beginning of the story too. Her husband and brother both are physicians, diagnose her with a nervous condition, and both believe she will be fine with medicine and rest. The men in her life believe she should no t work, and they emphasize that she â€Å"take phosphates or phosphites--whichever it is--and tonics, and journeys,... ...the wall-paper torn from the wall, and he finds the woman creeping about the room, and faints. The narrator declares, â€Å"I’ve got out at last,† said I, â€Å"in spite of you and Jane! And I’ve pulled off most of the paper, so you can’t put me back† (Gilman 819). The narrator finally wins the battle of escaping her imprisonment of John the controlling husband. Jane is finally free of her depression and of her husband’s dominance. It temporarily cost her, her sanity to the point where images were being projected from the yellow wall-paper. The paper was a part of Jane’s neurosis, but also crept into the entire household. In order to cope with the madness Jane found her inner self is an image of a creeping woman trying to escape the patterned wall-paper. In order to escape her suppression, Jane immersed herself further into her insanity to become sane once again.

Product Selection Paper

Some of the pros of adding additional departments to the NACA organization would be exposing the company on a national level and empowering lower income clients in the mortgage and business processes. The pros of having an advertising department will enable us to bring in customers that may not be aware of the extensive services our company provides. By making our website more appealing it will draw people in to want to know more about what we have to offer the consumer. We can also concentrate on commercials and billboards that will further echo our message of hope and prosperity to those who have been overlooked by mainstream mortgage companies. By implementing a department that will focus on helping minorities start their own businesses will also help rehabilitate impoverished neighborhoods. Building up low income neighborhoods not only helps the owner’s of the businesses, but it changes the perception of the area and the people in that area. The cons that come along with adding these two departments will be the cost involved. Anytime a company wants to expand its client base there is a good chance that it means spending more money. Advertising can be very expensive, but the money is worth it if your clientele increases. An increase in clientele means an increase in revenue for the company. As far as the loans for businesses are concerned that too will eventually be a profit for the company. The more loans that are acquired for future business ventures will be a positive for the company. A company that is involved in acquiring real estate is in a good position financially. As with any new venture it takes time to reap the rewards of new ideas and departments. If we continue to provide the services we have to our customers and make dreams of homeownership and entrepreneurship come true we will be innovative leaders in the mortgage industry.

Dells Value Chain Essays

Dells Value Chain Essays Dells Value Chain Paper Dells Value Chain Paper Dell’s Value Chain 1. How has Dell used its direct sales and build-to-order model to develop an exceptional supply chain? Dell has used its direct sales and build-to-order model to develop an exceptional supply chain by taking customer feedback very seriously. Dell uses the feedback to further evaluate and when necessary, implement change to improve their supply chain. The company maintains close-knit relationships with customers, and maintains very close, professional relations with their suppliers. Dell collects a larger amount of customer information than is the industry norm. This also works to the companys advantage. The close-knit relationships with customers that Dell maintains allow the company to determine what products must be supplied, and how quickly they must be supplied. By doing so, Dell is able to maintain a continuously low level of inventory, while ensuring that customer demand is adequately satisfied. Dell also has used a different approach than the norm in their supply chain management. Dells strategy is to integrate every single process, from the very beginning, to the very end, without any other interference. Through strategic planning, Dell discovers exactly what it is that customers want. With the information, further research and development is implemented by the company. The company then begins strategically marketing the highest target groups for their products, before product release. Information is then automatically released to suppliers, who can in-turn develop demand projections for the marketed Dell products. This entire system is accomplished in a relatively short span of time, which adds to the exceptional supply chain in force at Dell. 2. How has Dell exploited the direct sales model to improve operations performance? The main way that Dell has exploited the direct sales model to improve operations performance is by establishing an e-commerce model accomplished directly through the Internet. By utilizing the e-commerce model, it allows Dell to bring their products directly to the consumer in a very short time span. Consumers can order their products directly from Dells website, with delivery expected in a matter of a few days. Furthermore, customers can hand-design their own Dell computer system with a handful of mouse clicks. By making this possible to the consumer, the consumer gets exactly the product that they want, designed and loaded with the exact requirements specific to each individual consumer. This allows Dell to maintain very low levels of inventory. The e-commerce model allows Dell to attract thousands of businesses, which encourages bulk ordering of Dells products. Through the e-commerce strategy, Dell also has customized supplier information. Dells suppliers can log-on to view immediate information regarding the current and waiting orders that Dell has, which allows the suppliers to know the exact supply needs of the company, at any given moment. 3. What are the main disadvantages of Dells direct sales model? The main disadvantage of Dells direct sales model is the high cost of shipping Dell products. The computers are shipped directly from the Dell factories, to consumers and businesses worldwide. Because no intermediary is used, the company cannot take advantage of any form of economies of scale, by shipping quantities of products to various destinations. Another main disadvantage is that because Dell handles the transaction from the very beginning to the very end with no other direct company involvement, Dell must also handle all aspects of the transaction, including providing all customer support from beginning to end. Dell must assume all costs that would normally be handled by a retailer or other intermediary, who ships bulk orders to stores for retail. Due to these reasons, Dell experiences an advantage in increased sales from the e-commerce model, but is at a disadvantage by having to bear the full amount of all support related expenses. 4. How does Dell compete with a retailer who already has a stock? Dell competes with a retailer who already has a stock by higher profit margins. The greatest advantage Dell experiences are the direct elimination of all retail and distribution costs for their products. Because Dell does not have to operate multiple locations, warehouses, etc, they can offer their products at lower prices, which attract even more consumers. Dell does not have the same high fixed expenses that their competitors have, who operate multiple factory locations. Dell also competes with retailers who already have a stock by doing just the opposite not carrying a stock. When a consumer wants a particular model of computer, the retailer must have the item in stock. When a customer shops at Dell, the customer designs exactly what they want. A customer can design a very basic, bare-bones model, or a model that includes almost limitless options. The computer is then built in a matter of hours. The customer has his or her own, custom-designed system in a matter of a few days. There is no waiting for out-of-stock products, and Dell holds minimal inventory by utilizing such a well-designed system. 5. How does Dells supply chain deal with the bullwhip effect? The Bullwhip Effect in itself is a situation whereby the variation in orders is heightened as it gradually moves up the supply chain through a specific process. The process moves from consumer to distribution, and then moves to suppliers. To deal with the Bullwhip Effect, Dell is open with sharing knowledge with their suppliers. They hold long-term, intimate relationships with their suppliers, who in-turn can cater to the very specific needs of Dell. Dell also deals with the Bullwhip Effect by keeping constant, vigil watch on demand for their products. Carefully planned management is vital in Dell figuring out the exact demand at any given moment. Dell has accomplished this by constructing web pages for their suppliers to log on to, to give the supplier immediate knowledge regarding current demand (orders). The suppliers then immediately know what the demand is for the components that they supply to Dell for their systems. Suppliers can also see from the web pages how much stock Dell has on-hand of the supplied components at any given moment, giving the suppliers an advantage so as to know what immediate steps need to be taken based on current demand levels. By using such a real-time process, there is no build-up, nor any stagnation of supplies or components, from Dell suppliers. Dells use of this system has virtually eliminated the Bullwhip Effect.