Monday, September 30, 2019

A Composition of My Mother Essay

I am a country girl, and my mother is a country woman. She and my father are both junior-middle school graduates. Partly because of this, I, as their only daughter, bear their high expectations of me becoming a university graduate. Besides, I think their big hopes on me also come from some historical reasons our neighbor, my grandpa’s younger brother’s family, have been mean to us. The second family in our neighborhood to build a two-story brick house, they are far better off than us, and most importantly, they have a university-graduated son so, that’s why I must try to bring credit for my family and make them regret having despised us. Where there is high expectation, there is strictness. I have been obedient since in elementary school. At home, I was obedient to my parents and at school to my teacher. At first, I did well in both Chinese and math, among which my Chinese was better, and this was where the tragedy lay. Besides the homework given by my teachers, there was a great amount of math exercise having asterisk, namely difficult and not required, given by my mother, which she picked from my coach book. Apart from this, I had to practice handwriting for 2 pages on schooldays and 5 on holidays under my mother’s supervision. All those composed my miserable childhood no playing, no joy, only homework, homework and homework. However, my mother’s efforts didn’t work on me, on the contrary, my math was getting worse and my handwriting was neither neat nor beautiful, because every time I just try hard to finish all the endless homework as quickly as I could, pursuing speed but not quality, so that I could have some poor little time to watch cartoons. At that time, I had a strong adoration for music, especially for singing. Both my music teacher and my head teacher in elementary school thought that I had gift in singing, and whenever there were occasions needing performance like Children’s Day, National Day etc. and singing contexts at school or in the community, they offered me the chance to show my talent. And I often lived up to their expectations, winning many prizes in singing. That has been a most glorious period in my school life. Whereas, good times don’t last long. My mother considered my singing a waste of my precious learning time, so she ordered me not to take part in those meaningless things and concentrate on my study. I obeyed and quitted. Now, I am scared of gong KTV and being asked to sing, because after so many years, my talent has abandoned me. For those aforementioned aspects, I hated my mother, because she stripped me of my childhood joy and my singing talent. Although I hated her for those things, I know she loves me and I also love her. The economic condition of my family is bad, as both my parents are peasants and my grandparents were in bad health condition. Diligent and thrifty, my mother is the one in my family to make budget. Even though we lead a hard life, as for expenses on my schooling, such as buying learning materials, coach books, my mother never hesitates for a second to give me the money. Besides, as long as I am studying, even if reading a novel, in no case would my mother ever ask me to do any housework or work in the fields. I know, though she never said, that’s because she, believing deeply that knowledge can change one’s destiny, wanted me to acquire as much as knowledge so as to live a happy and easy life in future, rather than repeat her life, all year round working hard in the field while getting little in return. Though she resorted to some inappropriate ways in educating me, it was out of good intention and out of love. In a word, mother’s love is like the sun’s warmth, while daughter is just like grass, such unselfish and devoted kindness, how can grass repay?

Ch 9 Test Bank

Chapter 09 Creative StrategyImplementation and Evaluation Answer Key Multiple Choice Questions 1. (p. 293) The agency that developed the ‘Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n):A. advertising appeal.B. creative plan.C. marketing plan.D. sales approach.E. sales presentation.The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause.AACSB: Reflective ThinkingBloom's: Analyze Difficulty: Hard Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles 2. (p. 293) A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the ____.A. advertising appeal; advertising campaignB. creative execution style; advertising appealC. creative execution style; advertising campaignD. dvertising appeal; creative execution styleE. brand image; positioningThe advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.AACSB: AnalyticBloom's: Remember Difficulty: Easy Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles . (p. 293) _____ is viewed as â€Å"something that moves people, speaks to their wants or needs, and excites their interest. †A. Advertising appealB. Execution styleC. CreativityD. Big ideaE. NeedledropAn advertising appeal can also be viewed as â€Å"something that moves people, speaks to their wants or needs, and excites their interest. †AACSB: AnalyticBloom's: Remember Difficulty: Easy Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles 4. (p. 93) The _____ is the manner in which an advertising idea is turned into a message and presented to consumers.A. advertising appealB. creative execution styleC. rational appealD. emotional appealE. big ideaThe creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.AACSB: AnalyticBloom's: Remember Difficulty: Easy Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles 5. (p. 93) An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates that it is using a(n) _____ appeal.A. rationalB. product popularityC. emotionalD. fearE. refutationalInformational/rational appeals focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.AACSB: Reflective Thinking Bloom's: AnalyzeDifficulty: Hard Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Advertising Appeals 6. (p. 293)  Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.A. informationalB. e motionalC. priceD. inherent dramaE. imageInformational/Rational appeals focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 7. (p. 293)Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals.A. rationalB. emotionalC. priceD. inherent dramaE. refutationalMany rational motives can be used as the basis for advertising appeals, including comfort, convenience, economy, health, and sensory benefits such as touch, taste, and smell.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the deve lopment and implementation of an advertising message.Topic: Advertising Appeals 8. (p. 293)The content of advertising with _____ emphasizes facts, learning and the logic of persuasion.A. emotional appealsB. informational appealsC. transformational appealsD. subliminal appealsE. irrational appealsInformational/Rational appeals focus on the consumer's practical, functional, r utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand. The content of these messages emphasizes facts, learning, and the logic of persuasion.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 9. (p. 293)Which of the following statements is true about informational/rational advertising appeals?A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories.B. These types of appeals work well for products but not for services.C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment.D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment.Informational/rational ads create feelings, images, beliefs, and meanings about the product or service. The particular features, benefits, or evaluative criteria that are important to consumers and can serve as the basis of an informational/rational appeal vary from one product or service category to another as well as among various market segments.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising mess age.Topic: Advertising Appeals 0. (p. 294)An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal.A. newsB. favorable priceC. featureD. popularityE. emotionalAds that use a feature appeal focus on the dominant traits of the product or service.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 11. (p. 94)Which of the following statements is true about feature appeals?A. They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.B. They are never used for technical and high-involvement products.C. They can be used for advertising a product but not a service.D. They never focus on attributes or benefits that are important to consumers.E. They stre ss upon the popularity of a product or service by pointing out the number of consumers who use the brand and the number who have switched to it.Ads using feature appeals tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 12. (p. 294)To announce sales, special offers, or everyday low prices, retailers often use a _____ appeal.A. unctionalB. popularityC. favorable priceD. transformationalE. productivePrice appeal advertising is used most often by retailers to announce sales, special offers, or low everyday prices.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types o f appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 13. (p. 294)A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices.The computer manufacturer will probably use _____ appeal to announce the breakthrough.A. favorable priceB. emotionalC. newsD. popularityE. transformationalNews appeals are those in which some type of news or announcement about the product, service, or company dominates the ad. This type of appeal can be used for a new product or service or to inform consumers of significant modifications or improvements.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 14. (p. 294)Aleve ran a series of ads showing everyday people having to deal with minor art hritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal.A. emotionalB. competitive advantageC. fearD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 15. (p. 294)The Glad trash bag campaign, which used the slogan â€Å"Don't get mad. Get Glad,† tells the reader that Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal.A. emotionalB. competitive advantageC. fearD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 16. (p. 294)The ad for ‘TDAmeritrade' investment bank states that the company is â€Å"Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor. † The ad is using a(n) _____ appeal.A. emotionalB. ompetitive advantageC. featureD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various ty pes of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 17. (p. 294)Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals.A. featureB. newsC. priceD. product popularityE. genericAds that use a feature appeal focus on the dominant traits of the product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 18. (p. 294)  A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.A. featureB. popularityC. competitive advantageD. technicalE. newsWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or bran ds) and usually claims superiority on one or more attributes.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 19. (p. 294)Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years.This is an example of a _____ appeal.A. featureB. favorable priceC. newsD. product popularityE. genericProduct/Service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 0. (p. 294)Intuit, a computer software company, runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software. This is an example of a(n):A. emotional appeal.B. teaser appeal.C. product popularity appeal.D. transformational appeal.E. favorable price appeal.Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 21. (p. 295)Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.A. informationalB. rationalC. irratio nalD. emotionalE. featureEmotional appeals relate to the customers' social and/or psychological needs for purchasing a product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 22. (p. 296)Which of the following statements provides a reason for why marketers use emotional appeals?A. The favorable feeling created by the appeal may transfer to the brand.B. Emotional appeals focus on the consumer's practical, functional, or utilitarian need for the product or service.C.Emotional appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their needs.D. Emotional appeals persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs.E. Emotional appeals are easy to execute and cost less than rational appeals due to lack of creativity.Research shows that positive mood states and feelings created by advertising can have a favorable effect on consumers' evaluations of a brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 23. (p. 296)Advertisers create emotional advertising appeals by using:A. comparative advertisements.B. feature appeals.C. transformational advertising.D. news appeals.E. popularity appeals.One reason for using emotional appeals is to influence consumers' interpretations of their product usage experience. One way of doing this is through what is known as transformational advertising.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can b e used in the development and implementation of an advertising message.Topic: Advertising Appeals 24. (p. 296)Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on:A. informational integration.B. rational integration.C. mood transfer.D. emotional integration.E. outcome integration.Kamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service. Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Advertising Appeals 25. (p. 96)An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal.A. informational integrationB. rational integrationC. mood transferD. emotional integrationE. outcome integrationKamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service.Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the de velopment and implementation of an advertising message.Topic: Advertising Appeals 26. (p. 296)Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads.A. rationalB. transformationalC. nostalgicD. affectiveE. informationalTransformational ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it, transforming their interpretation of the usage experience.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 27. (p. 297)  _____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting.A. InformationalB. Competitive advantageC. TransformationalD. ImageE. RationalTransformational ads make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained solely from an objective description of the advertised brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 28. (p. 297)Transformational advertising can differentiate a product or service by:A. convincing a consumer of the superior performance of a brand.B. aking the consumption experience more meaningful, exciting and enjoyable.C. making a consumption experience last longer.D. showing performance superiority of one brand over another.E. proving brand superiority.Transformational advertising can help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 29. (p. 297)The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the â€Å"My bologna has a first name† jingle. This example of _____ advertising won America's heart and stomach.A. competitive advantageB. refutationalC. transformationalD. transactionalE. rationalTransformational advertising can help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 30. (p. 297)Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through:A. image advertising.B. television infomercials.C. CEO spokesperson press releases.D. banner advertising.E. rational advertising.Image advertising, which is designed to give a company or brand a unique association or personality, is often transformational in nature.For example, the Lambesis agency has created a unique image for SKYY vodka by creating ads that associate the brand with cinematic-inspired cocktail moments. (Refer: Exhibit 9-6)AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 31. (p. 297)  _____ is designed to give a company or brand a unique association or personality and is often transformational in nature.A. Rational advertisingB. Image advertisingC. Feature appealsD.Transactional advertisingE. Brand immoralityImage advertising is designed to give a company or brand a unique association or personality, is often transformational in nature.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 32. (p. 297)  Rational and emotional advertising appeals:A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention.B. are essentially the same.C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives.D. are used together only for low-involvement products.E. can be combined only for products and not for services.Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both elements in developing effective advertising.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze va rious types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 33. (p. 298)The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as:A. focus group research.B. transformational research.C. emotional bonding.D. psychographics.E. ethnographics.McCann-Erickson Worldwide, in conjunction with advertising professor Michael Ray, developed a proprietary research technique known as emotional bonding. This technique evaluates how consumers feel about brands and the nature of any emotional rapport they have with a brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 34. (p. 298)According to McCann-Erickson's concept of emot ional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the:A. emotional ties he or she has with the product and/or brand.B. brand personality.C. product benefits.D. self-actualization motives for purchasing.E. self-esteem motives that will be affected by the purchase.The basic concept of emotional bonding is that consumers develop three levels of relationships with brands. The most basic relationship indicates how consumers think about brands in respect to product benefits.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 35. (p. 298)Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand.A. roduct rankB. personalityC. product featuresD. unique selling propositionE. market rankThe basic c oncept of emotional bonding is that consumers develop three levels of relationships with brands. At the second stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to compliant and timid.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 36. (p. 298)Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand.A. product benefitB. personalityC. product featuresD. unique selling propositionE. market rankThe basic concept of emotional bonding is that consumers develop three levels of relationships with brands. At the second stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to complian t and timid.AACSB: Reflective ThinkingMcCann-Erickson researchers believe the strongest relationship that develops between a brand and the consumer is based on feelings or emotional attachments to the brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 38. (p. 299)Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising.A. teaserB. reminderC. repetitiveD. popularityE. brandstandingNot every ad fits neatly into the categories of rational or emotional appeals. For example, ads for some brands can be classified as reminder advertising, which has the objective of building brand awareness and/or keeping the brand name in front of consumers.AACSB: An alyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 39. (p. 99)Hershey's advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____ advertising.A. transformationalB. reminderC. rationalD. emotional integrationE. teaserWell-known brands and market leaders often use reminder advertising to maintain top-of mind awareness among consumers in their target markets. For example, marketers of candy products often increase their media budgets and run reminder advertising around Halloween, Valentine's Day, Christmas, and Easter.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 40. (p. 299)Ads for Oneida flatware are frequent, show a piece of Oneida flatware, the headline, â€Å"ONEIDA,† and the slogan â€Å"Your table is ready† in small print. This type of ad is intended as _____ advertising.A. transformationalB. reminderC. rationalD. emotional integrationE. favorable priceWell-known brands and market leaders often use reminder advertising to maintain top-of mind awareness among consumers in their target markets.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 41. (p. 300)_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.A. ReminderB. TeaserC. RationalD. ComparativeE. Feature appealAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosi ty, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 42. (p. 300)Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another. This is an example of _____ advertising.A. reminderB. teaserC. transformationalD. favorable price appealE. news appealAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation o f an advertising message.Topic: Advertising Appeals 43. (p. 300)When Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising.A. reminderB. transformationalC. teaserD. emotionalE. cognitiveAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 44. (p. 301)Which of the following statements is true about the use of teaser advertising?A.They cannot be used to draw attention to and generate publicity for an upcoming advertising campaign.B. They do not work well because consumers really do not pay much att ention to advertising.C. They can be effective but marketers must be careful not to use them too long.D. They usually offend consumers.E. They have the objective of building brand awareness by keeping the brand name in front of the customers.Teaser campaigns can generate interest in a new product, but advertisers must be careful not to extend them too long or they will lose their effectiveness.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 45. (p. 302)The argument by famous advertising copywriter David Ogilvy that â€Å"what you say in advertising is more important than how you say it† suggests that:A. advertising appeal is more important than the way it is executed.B. advertising execution is more important than the appeal.C. advertising appeals and executions are equally important.D. advertising execution is more important than message content.E. the product is more important than the creative appeal.In his famous book on the advertising industry, Madison Avenue, Martin Mayer notes Bernbach's reply to David Ogilvy's rule for copywriters that â€Å"what you say in advertising is more important than how you say it. † Bernbach replied, â€Å"Execution can become content, it can be just as important as what you say†.AACSB: AnalyticBloom's: UnderstandDifficulty: Medium LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 46. (p. 302)An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n):A. straight-sell or factual message.B. demonstration.C. testimonial.D. dramatization.E. animation of key benefits approach.One of the most basic types of creative exec utions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 47. (p. 302)Straight-sell message executions are commonly used with _____ advertising appeals.A. informationalB. emotionalC. teaserD. transformationalE. emotional integrationStraight sell or factual message type of execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertis ing Execution 48. (p. 302)A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising.A. straight-sellB. transformationalC. testimonialD. teaserE. refutationalOne of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 49. (p. 302)The ad for TDA meritrade investment company opens with the statement, â€Å"You can't plan for tomorrow if you don't know where your money is today† and continues with a lot of information about investment and its benefits. This indicates that the ad is an example of _____ advertising.A . straight-sellB. transformationalC. testimonialD. teaserE. efutationalOne of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 50. (p. 303)When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used.A. dramatizationB. slice-of-lifeC. scientific evidenceD. testimonialE. animationIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB: Analytic Bloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 1. (p. 303)In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, â€Å"A year of incidental sun equals baking for a week at the beach! † This is an example of a(n) _____ execution.A. dramatizationB. slice-of-lifeC. technical evidenceD. testimonialE. animationIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 52. (p. 303)An ad for Lipton tea states that according to laboratory research, â€Å"a serving of tea has more antioxidants than a serving of carrots or broccoli. † Which type of ad execution is being used in this example?A. DramatizationB. TestimonialC. Scientific/technical evidenceD. Slice-of-lifeE. ComparisonIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 53. (p. 303)Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?A. ComparisonB. Demonstratio nC. Scientific evidenceD. Straight-sellE. AnimationDemonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 54. (p. 303)An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can get out of the vehicle.Which ad execution technique is being used in this ad?A. ComparisonB. DemonstrationC. Scientific evidenceD. Straight-sellE. TestimonialDemonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 55. (p. 03)When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used.A. dramatizationB. slice-of-lifeC. animationD. demonstrationE. testimonialMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 56. (p. 303)Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships. This is an example of which type of advertising execution?A. Slice-of-lifeB. TestimonialC. Demonstr ationD. Scientific evidenceE. DramatizationMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 57. (p. 303)In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. These ads are an example of the use of what type of execution?A. ComparisonsB. Slice-of-lifeC. HumorD. TestimonialE. DemonstrationMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB: Reflective ThinkingBloom's: A pplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 58. (p. 304)Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an):A. comparison.B. endorsement.C. demonstration.D. straight sell.E. slice-of-life.Many advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it. A related execution technique is the endorsement, where a well-known or respected individual such as a celebrity or expert in the product or service area speaks on behalf of the company or the brand.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the a dvertising situations where they are most appropriate.Topic: Advertising Execution 59. (p. 304)A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as:A. endorsement.B. slice-of-life.C. theater style.D. a testimonial.E. a demonstration.A widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 60. (p. 304)A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply thr owing them in a washer and adding Tide. The ad creator used which execution style?A. DramatizationB. Slice-of-lifeC. Slice-of-deathD. TestimonialE. DemonstrationA widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser's product or service can resolve the problem.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 61. (p. 304)An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has â€Å"Dozens of sporting diversions for the entire family. † Then under that statement it reads, â€Å"Translation: guilt-free golf. † The ad creator used which execution style with this ad?A. EndorsementB. Slice-of-lifeC. Slice-of-deathD. TestimonialE. DemonstrationA widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser's product or service can resolve the problem.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 62. (p. 304)Which of the following statements is true about the use of slice-of-life executions?A. Slice-of-life executions are very inefficient in business-to-business advertising.B. To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter.C. Slice-of-life executions work well only for advertising for consumer products with perceived homogeneous qualities.D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate.E. Slice-of-life or problem/solution execution approaches are limited to consumer-product advertising.Many advertisers prefer slice-of-life style because they believe it is effective at presenting a situation to which most consumers can relate and at registering the product feature or benefit that helps sell the brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 63. (p. 304)An advertising execution technique used by business-to-business marketers depicting the negative conseq uences of making incorrect purchase decisions is referred to as:A. problem-solution execution.B. slice-of-death advertising.C. slice-of-life advertising.D. a response-stimuli execution.E. informational advertising.Slice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 64. (p. 04)An ad for Novell solutions targeted to businesspeople was headlined, â€Å"ERP: Sound made by CIO when people see data they shouldn't. † The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad?A. A problem-solution executionB. Slice-of-dea th advertisingC. Slice-of-life advertisingD. A response-stimuli executionE. Informational advertisingSlice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 65. (p. 305)An advertising execution technique that is particularly popular for creating commercials targeted at children is:A. slice-of-life.B. demonstration.C. testimonial.D. scientific evidence.E. animation.Cartoon animation is especially popular for commercials targeted at children.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 66. (p. 305)A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use?A. DramatizationB. TestimonialC. AnimationD. Straight-sellE. Slice-of-deathAn advertising execution approach that has become popular in recent years is animation. With this technique, animated scenes are drawn by artists or created on the computer, and cartoons, puppets, or other types of fictional characters may be used.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 67. (p. 305)Mr. Peanut from the Planters Nut Company's ads is an example of advertis ing that uses _____ execution techniques.A. informational/rationalB. demonstrationC. fantasyD. personality symbolE. behavioral appealAdvertising execution involves developing a central character or personality symbol that can deliver the advertising message with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 68. (p. 05)_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified.A. DemonstrationB. TestimonialC. Personality symbolD. FantasyE. Slice-of-lifeOne type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 69. (p. 305)  Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years. This is an example of:A. testimonial advertising execution technique.B. demonstration advertising execution technique.C. personality symbol advertising execution technique.D. slice-of-death advertising execution technique.E. imagery advertising execution technique.Advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 70. (p. 306)  _____ is an advertising execution technique often used for emotional appeals.It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation.A. Image advertisingB. DemonstrationC. Slice-of-lifeD. AnimationE. Competitive advantageImagery ads are the basis for emotional appeals that are used to advertise products or services where differentiation based on physical characteristics is difficult, such as soft drinks, liquor, designer clothing, and cosmetics. An imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.AACSB: AnalyticBloom's: Un derstandDifficulty: Medium LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 71. (p. 306) Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a Utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a(n) _____ execution style to get the audience to envision themselves in Timber Land.A. imageryB. demonstrationC. slice-of-lifeD. animationE. competitive advantageAn imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 72. (p. 307)  Dramatization is particularly well suited for which type of medium?A. TelevisionB. NewspapersC. RadioD. MagazinesE. Direct mailAn execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 73. (p. 307)  _____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad.A. Slice-of-lifeB. AnimationC. DramatizationD. TestimonialE. ImageryAn execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 74. (p. 307)The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, â€Å"Your kids need a carefree Colorado vacation as much as you do. † This is an example of the:A. dramatization technique.B. testimonial technique.C. fear technique.D. personality symbol technique.E. scientific evidence technique.An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 75. (p. 307)An ad for Ford Focus shows four college-aged students hunting for a parking place in a large, nearly full parking garage. When they finally find a spot and put the car in place, they discover that it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n):A. dramatization with a humorous appeal.B. animation with the intent of creating a personality brand.C. slice-of-life with a fear appeal.D. demonstration with an emotional appeal.E. straight sell with a humorous appeal.An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star. Humorous ads add an element of humor in the ad.

Saturday, September 28, 2019

Causes and Effects of Cancer

In the human body, cells are constantly going through the cell cycle. An Important step of the cell cycle Is called mitosis, In which the cell (referred to as the parent cell) undergoes a series of steps that lead to the formation of two daughter cells. This process only occurs In somatic cells, which are any nongamete cells. Gametes are haploid (containing only half of a full chromosome set, 23 chromosomes vs. a diploid's 46) cells in the form of sperm (males) or ovum (females).Some areas of the body undergo very little mitotic division at all, such as muscles and nervous tissue. Other areas undergo mitotic division in response to a growth factor, which is a signal to cells of a specific area to begin mitosis. This growth factor is released into the extracellular fluid in certain portions of the body in response to four basic stimuli: growth, repair, asexual reproduction, and regeneration. In humans, growth and repair are the prevalent stimuli. Growth dictates the maturation of an o rganism during a specific period of time†known as puberty in humans.Repair, on the other and, occurs when an organism sustains an injury such as a laceration, in which mitotic division occurs to create a blood clot to seal the wound, and epithelial cells undergo the process as well to recreate the skin cells that were destroyed. To control the rate ot mitotic cell division, the body uses growth signals and antigrowth signals. cancerous cells are those that Ignore antgrowth signals, and can continue to replicate without growth factors. After a certain amount of rnltotlc dlvlslons, the telomeres In cells shorten until there Is none, and programmed apoptosis†cell death †occurs.Cancer cells elongate their telomeres, and so can also replicate almost indefinitely. When these cells start to build up, they form a mass called a tumor. Tumors can either be benign or malignant. Benign tumors on the skin have hair growth and clean edges, whereas malignant tumors do not and are cancerous. The condition can worsen if any cells from a malignant tumor detach and travel to other parts of the body through the circulatory or lymphatic systems. The tumor will then begin growing in the location where the cell ends up. nd can be fatal In certain organs like the liver or the brain, What makes these cells especially dangerous is ngiogenesis, in which the blood vessels near a tumor grow to increase the blood supply to that area, providing necessary nutrients and oxygen to the cancerous cells and depriving nearby healthy cells. Cancerous cells also divide more frequently because the length of time a cell spends in Interphase†the â€Å"inactive† phase†is shortened. This becomes even more dangerous when considering that less time is spent on replicating the DNA so the daughter cells are more likely to have chromosomal disorders. 3.The article presents new evidence and viewpoints regarding the formauon of malignant tumors and cells. At first, In the 90 s, It was elieved that cancer was â€Å"the result of cumulative mutations that alter specific locations In a cell's DNA and thus change the particular proteins encoded by cancer- related genes at those spots. † Of course It Is already clear that certain substances, such as tobacco, asbestos, and UV radiation, are common cancer-causers (carcinogens). wnat Is Delng aeoatea, nowever, Is wnat erect tnese suostances nave on cells that cause malignancy in the first place†or†What makes these substances carcinogens?In regards to the DNA mutation theory, evidence stemmed from observations of tumor suppressors and oncogenes. These two genes inhibit a cells' ability to divide, and stimulate growth respectively. DNA mutations would either disable tumor suppressors, or â€Å"permanently lock oncogenes into an active state. † While still supported by a few in the field, disagree. â€Å"No one questions that cancer is ultimately a disease of the DNA. † There are, however, a substantial amount of other factors that have been observed to vary between normal and cancerous genes.Opponents of the dogma feel that â€Å"Cancer is a consequence of a chaotic process, a combination of Murphys Law and Darwin's law; anything that can go wrong will, and n a competitive environment, the best adapted survive and prosper. † Age is a significant risk factor for cancer, as it is for most diseases. The older you are, the more likely you are to be diagnosed with cancer. On hypothesis that differs from the cumulative-mutations theory says that there are five or six regulation systems that need to be affected in order for a cell to be malignant.These six â€Å"special abilities† are: growth in the absence of growth signals, continued growth despite anti-growth signals, evasions apoptosis, ability to coopt blood vessels to branch off towards the mass, near-indefinite replications, and metastasis. Of the six, it is metastasis that provides the most di fficult aspect to counteract, as different drugs and treatment methods have to be utilized based on the region in which cancer is preset. For instance, chemotherapy is not very effective for bone cancer.Very few cells in a tumor have the ability to metastasize, however, once detected it is usually too late. â€Å"The prominent paradigm for 25 years has been that tumors grow in spurts of mutation and expansion. † Mutations affect genetic material in such a way that usual regulatory proteins are unable to be synthesized properly, or at all. Once mutated, cells then expand and replicate much faster than normal cells (explained in the background section). It is, however, much easier to permanently activate an oncogene than it is to suppress the tumor alleles (one mutation rather than two).It is, however, now believed that cancer is not Just caused from mutations to a few specific genes. If â€Å"Just a small fraction of the cells in a tumor are responsible for its growth and met astasis,† the â€Å"cure† for cancer is much more easily attainable. Seeing as mitosis produces two genetically identical daughter cells, DNA mutations present in the arent cells should also be observable in both daughter cells. Most tumors are not actually masses of identical clones; instead, there is an â€Å"amazing genetic diversity among their cells. While there are some commonly-mutated genes from cancer cell to cancer cell (like p53), â€Å"most other cancer genes are changed in only a small fraction of cancer types†¦ † Aneuploidy is a term describing abnormalities in chromosomes. â€Å"If you look at most solid tumors in adults, it looks like someone set Offa bomb in the nucleus†¦ there are big pieces of chromosomes hooked together and duplications or osses of whole chromosomes. † The issue though, is that most cancer cells's genomes are unstable as wells as aneuploid, and so the new introduced problem is whether mutations or aneuploidy occurs first in a cancerous cell.One of the three plausible answers is the modified dogma. This states that some external or internal factor disables the genes needed for synthesizing and repairing DNA, resulting in an ty to correct mutatlons tnat occur. Anotner optlon Is â€Å"early InstaDlllty,† statlng that there are specific master genes required for a cell to divide, and these are silenced. Thus, when chromosomes replicate and mistakes occur, the daughter cells fail to get the correct number of type of chromosomes. As replication continues, so do the â€Å"results† worsen.The last theory is the â€Å"all-aneuploidy' theory, in which a cellular division error produced aneuploid daughter cells that have varying amounts of different genes. The specific genes that code for enzymes which correct DNA mutations are unable to be synthesized, and thus the DNA begins to fail and kill the aneuploid cells with it. 4. While on the longer side of the spectrum, Gibbs' article i s well-written, detailed, and incredibly informative. Above all, the article is also relevant†both to our current unit in AP Biology, and in the medical field.The article is about ten years old at this point, however, much, if not all, of the information described and provided is still highly accurate and in question today. While there have been numerous developments in the biotechnology fields specializing in treatment and detection of cancer, not many advancements have taken place in regards to identifying the reasons why certain substances are carcinogenic. Mitosis and meiosis are subjects that go hand in hand with cancer, as it is literally an ncontrolled amount of mitotic division, making the article easy to relate too.New terms such as oncogenes and tumor suppressors are well explained, and numerous links to previous material (such as protein synthesis and chromosomal disorders) can be made by any knowledgeable AP Biology student. Comprehension was not an issue whatsoeve r, and the article was wonderfully written as well as fascinating. That said, I would highly recommend the article to anyone†AP Biology student or otherwise, as it is informative in layman's terms, as well as important in modern society.

Friday, September 27, 2019

Issues Letter Essay Example | Topics and Well Written Essays - 250 words

Issues Letter - Essay Example Immunization is sure way of reducing infant mortality as it can protect children of a number of diseases that can easily take away their lives at a tender age. Example of diseases that have been eradicated through proper immunization programs include polio and measles. Vaccination offers an effective and safe means of preventing the occurrence of diseases among children. It is a proven fact that disease-prevention benefits of getting vaccines are much greater than the possible side effects for almost all children. Some people have shunned away from vaccination on grounds that it creates discomfort among children such as pain, redness and tenderness at the injected spot. However, they need to note that the pain and trauma associated with the diseases themselves far much outweighs the discomfort of vaccination. Prevention is better than cure should be embraced as the means to advocate for immunization programs in the country. Failure to advocate for vaccination will lead to wastage of resources in a bit to cure diseases that would have otherwise been prevented. Immunization thus saves time and money. As a matter of urgency, immunization programs need to be emphasized within the public domain so as to reap some of the benefits of such programs. Awareness need to be created among the members of the public through the use of mainstream media and the social media platforms. The government need to adopt radical steps in their bid to mobilize the public on the need to take immunization programs seriously. Some of the actions include placing of billboards or posters placed at the district center and at the entrance of all public places at the time when vaccinations are starting, and should remain until all the doses have been completed. Information on immunization should be dispatched through the media via radio and television programs and commercials. Social media is a very vital tool in spreading information in the current generation hence need to be

Thursday, September 26, 2019

Pizza express employ many foreiner staff. how can such staff best be Essay

Pizza express employ many foreiner staff. how can such staff best be motivated to deliver a high quality customer service AIM IS; To identify the factor that i - Essay Example Many industries pay immigrant labor lower rates and offer fewer benefits or opportunities for advancement. (Morgenstern 2005) Most entry level employees will not move up in the organization for lack of interest or lack of ability. However, these employees can still be motivated to give the best service possible to customers if the organization speaks directly to their wants and needs. In order to do this, the organization must learn about these employees and communicate openly with them on a continuous basis. By doing this, the wants and needs of these employees can be identified and considered. Using open communication with employees, the organization can learn to understand their wants and needs and be able to motivate them to produce better work and give better customer service by providing for some or all of those employee needs, thereby establishing a reciprocal relationship with employees that will make them want the company to do well. Pizza Express employs a large percentage of immigrant workers in entry level positions. These workers are becoming, according to Jacob Monty, founding partner of Houston-based immigration and employment law firm Monty Partners LLP and legal counsel for the Texas Restaurant Association, essential for most chain restaurants, and motivation and retention are really big problems. (Leahy 2006) This literature review will look at the problem and proposed solutions. The first literature that I considered was that of Pizza Express itself. In looking at the Pizza Express website, one cannot help but notice the distinct absence of minority ethnic groups. Italian is prominent, as might be expected, considering that Pizza is considered to be an Italian import to the UK. However, no other ethnic groups are mentioned or pictured anywhere. There is also a very vague mission statement which talks about providing the best food and service to their customers. The company supports some charities and

California Should Have Stricter Divorce Laws Essay

California Should Have Stricter Divorce Laws - Essay Example This skyrocketing number of divorces has resulted in greater numbers of children being separated from one of their parents and cast into an uncertain future. More importantly, California has made divorce such an easy process that it now suffers from a culture of divorce that is void of personal commitment, places career and finance ahead of relationships, and needs to be reformed to make divorces in California a more deliberate process. A major breakdown in marriage that is caused by easy divorce is the breakdown in the trust and commitment that a couple needs to exist as equal partners. This breakdown begins way before a problem in the marriage surfaces. The easy dissolution of a marriage dilutes the traditional marriage vows and leaves them as little more than a casual agreement. When both spouses live with the anxiety created by the knowledge that the marriage can end at any time, and for no good reason, couples are less likely to invest in their relationship. They may be more reluctant to invest in property or children. A difficult, and more thoughtful approach, to divorce could help restore the belief necessary to remove the uneasiness of living with the thought that your spouse is in no way contractually bound to the you. I think it would also be a significant sign to the children that commitment, promises, and sacred vows have a purpose. It is generally held true that children suffer the most in a divorce. Initially they are impacted by the separation from one of their parents and a confused notion that it may have been their fault. Divorced couples that I have known have greater financial problems that directly impact the children. These parents sharing custody, or with single custody, find less time to involve themselves in the child's life. The child may participate in fewer outside the home activities and have less connection with their social environment. I don't believe that remarriage and step-parenting can ever replace the bond of the biological parents in the minds of the children. These difficulties will follow the child through their life and result in alienation and very little faith in the institution of marriage. While children are taught that commitment has less value in a relationship than the convenience of easy separation, the easy divorce laws reinforce the idea in the minds of adults. Making a career choice or a wish to make a geographical move may break up a marriage. If personal fulfillment outweighs the trust that the partner has invested in the relationship, the jilted spouse will be left with the haunting fear of intimacy. They have come into the institution of marriage with uncertainty and leave it with the certainty of mistrust and betrayal. I think that these issues could be addressed by making the laws on divorce stricter in its requirements that lead into the legal finalities. I think stricter laws on divorce would help insure that the intent of marriage is not at the mercy of whimsical personal preferences. Often, these career or personal preferences are a short-term divergence outside the relationship. They may offer a future that appears to be rosier than it will eventually be. Thoughts of infidelity may wane with time, counseling, or reexamination. However, a quick and easy divorce eliminates any possibility of

Wednesday, September 25, 2019

Cover Letter--Investment Analyst-- DT Capital Advisory Essay

Cover Letter--Investment Analyst-- DT Capital Advisory - Essay Example Bachelor of Commerce program has been immensely helpful for my professional career. This program has focused on different areas and aspects of business such as finance, accounting, management, human resource management, economics and other vital areas of business studies. This degree has certainly enhanced my knowledge related to business and managing business. I am doing double specialization in Finance and Economics and Management. Therefore by having double specialization, I will have knowledge related to Finance, Investment, Economics, and Financial affairs and other finance related subjects and at the same time I will study courses such as management, human resource management, and others. As I have already worked in different companies, therefore, these experiences have helped me in knowing about practicality of different business and finance concepts. I was working as a Credit assistant at China Minsheng Banking Corporation. This job allowed me to do to investigate and evaluate the profile of customers and then recommend their credit limit. I have also worked and provided credit investigation reports of 6 projects to the Risk Management Executive Committee within demanding timelines. I have also worked at Guangdong Zhongnuo Wealth Capital Management Corporation as Management Associate. At this organization, I have worked with different departments of the company including human resource, capital market, and marketing, and this helped me to learn about different aspects and domains of business. Because of my characteristics and performance, I was assigned the responsibilities of team leader for conducting intensive advertising campaign. All these experiences have hel ped me in have a better understanding of how businesses operate and the importance of different departments at the workplace. In the future, I want to be a financial analyst or want to work in a brokerage house where I

Tuesday, September 24, 2019

Creating a Culture of Evidence-Based Practice Assignment

Creating a Culture of Evidence-Based Practice - Assignment Example This is so because many people first seek information about organizations online before making decisions about them. The information can also be disseminated in hospitals through posters or having agents of the organization who can readily disseminate the information and answer any queries that might be made. In order to strengthen the culture of evidence-based practice, the organization should seek the input of patients and clients in their plans and research. This is so because they are at the peak of evidence-based practice and hence should be involved in the program every step of the way in order to ensure that the results of the program are successful. Nurses are care givers and they always aim at ensuring that the patients not only receive medical care but psychological one as well (Polit & Beck, 2012). Their input in the evidence-based practice is therefore to humanize the project through provision of a care giving and psychological assistance which will ensure the project minds the psychological aspect and impact to the patients and clients and hence making it more acceptable and have positive

Monday, September 23, 2019

Cost Benefit Analysis Math Problem Example | Topics and Well Written Essays - 3000 words

Cost Benefit Analysis - Math Problem Example Asymmetric information can lead to disappearance of markets or rather inefficient allocation of resources, which causes the deadweight loss (Brent 98). A deadweight loss can be illustrated on the basis of the following graph. In the absence of government interventions from asymmetrical information, the market is likely to be inefficient thus causing a consumer surplus gain represented by CFEG and a consumer surplus loss represented by DGB. The graph CFEG+GEB represents the producer surplus. Therefore, the deadweight loss in this respect will be represented by DGB+GEB. Therefore, in the absence of the government interventions in a market with asymmetrical information, there is likelihood that the market will experience a deadweight loss represented by the graph DGB+GEB. b. Briefly describe a policy that could partially or entirely eliminate the deadweight loss resulting from information asymmetry. Solution: Deadweight loss results from the inefficiencies within various markets especia lly with respect to asymmetrical information. Efficient markets need symmetrical information to both buyers and producers. In the event that one party has more information than the other then there is likely to be inefficiency within the market, which definitely leads to deadweight loss. Nonetheless, various government policies can be employed in order to eliminate the deadweight loss resulting from information asymmetry (Brent 79). One such government policy is provision of adequate information in various sectors through various interventions such as cost-subsidization policies. The cost-subsidization policy will assist in making sure that every individual buyer has adequate information and access to specific services. c. Use the diagram, indicate the benefits, costs, or transfers that would result from implementing your policy (show these areas on your graph) and describe discuss each. Solution: The government’s involvement in eliminating the deadweight loss is likely to yi eld to various benefits, costs, and possible transfers. Through cost-subsidization programmes, the government will enable the customers to achieve social benefits hence reducing costs in respect to acquisition of goods. The following diagrams illustrate how gained social surpluses will assist in eliminating deadweight loss caused by the information asymmetry. In the above figure, the involvement of the government through cost-subsidization has caused an increase in the social surpluses hence making it possible for the elimination of the deadweight loss within an inefficient market. Another graph illustrating the significance in terms of the costs, benefits, and transfers that consumers may derive from government inventions involving the cost-subsidization policy that aims at providing adequate information regarding the market is represented below. This graph provides an illustration of how consumers benefit from the government invention. The benefits are increase in government reven ue on one hand and gain in the consumer surplus. However, the transfer experienced is the shift of surplus from consumers to producers hence bringing about loss or cost to producers as they lose their surpluses. d. Describe any benefits, costs, or transfers that do not show up in your diagram. Solution: Even though benefits, costs, and transfers are illustrated in the above graphs, there are some costs, benefits,

Sunday, September 22, 2019

Good, Bad and Disturbing News about the Future Essay Example for Free

Good, Bad and Disturbing News about the Future Essay It seems that the development of our technology has some price to pay. In his article entitled â€Å"Good, Bad and Disturbing News about the Future†, Dr. Malcolm Smith, a family life specialist addresses to parents the transformations that many teenagers are undergoing over the changing times. According to him, â€Å"Our young people are very connected, yet they feel very unattached† and with this loss of the sense of belongingness, the youth has resorted into various self-destructive behaviors such as violence and despair, among others. The youth may already have various means of connecting to other people but they do not have the attachment that people before used to have. Parents must be alarmed at the revelation that not many teenagers are able to communicate with adults well and this could lead to disobedience, which is, by the way, one of the Ten Commandments written in the Scriptures. The increasing disregard of the youth for others has caused them to rebel and go against what the teachings of their parents. In the end, this disregard leads them to lose their fear over the Supreme Being. While the whole world may be planning ways on how to survive future happenings such as recessions and the like, Malcolm said that it might also be high time to think over what can be done to change the youth’s attitude on life. A ministry can greatly help guide the youth such as through the retelling of the Scriptures, so that they have a chance to reflect on how they have lived their own life. This is a hard task at the beginning; however, as teenagers would only like to feel like they belong to some group, allowing them to interact with those who have similar situations can help them feel comfortable in no time. Bringing in family and ministry support to misguided teenagers could help prepare them for the future, helping them to survive and live life free from violence and rebellion.

Saturday, September 21, 2019

Movie Analysis Of Kick Ass

Movie Analysis Of Kick Ass In the film Kick-Ass, directed by Matthew Vaughn, Dave Lizewski (Aaron Johnson), a teenager who is ignored by girls and obsessed with comics sets out to be a real superhero. He purchases a costume online and begins to fight crime with the name of Kick-Ass. After fighting off three thugs, Dave becomes a internet phenomenon and gets the help of other vigilantes in a collective goal to bring down mob boss Frank DAmico (Mark Strong). When analyzing the film, I noticed that it contains the elements of a Hero Myth that are clarified in Linda Segers article, Creating a Myth. While most heroes in film have superpowers or special abilities, the character Kick-Ass uses his desire and passion in order to combat his enemies. The archetype of the hero is reinforced throughout the film because Kick-Ass encounters many obstacles, which in turn develop a sense of growth and transformation. Seger begins by asserting that in hero myths, the hero is introduced in ordinary surroundings and the hero begins as non-hero; innocent, young, simple or humble (2). As viewers we see that Dave Lizewski is a typical teenager in everyday New York. He fantasizes about how life would be as a superhero. Like most teenage boys, Dave has a crush on a female counterpart, Katie Fonseca (Lyndsy Fonseca), but he is barely noticed Brown 2 by her and the other girls at school. We can see that he possesses humility because he is neither bold or self-assertive. His innocence can be derived from the fact that his intentions are harmless. He only sets out to do good by fighting crime. Heath continues by stating that something new enters the heros life and this catalyst sets the story in motion (2). After being robbed by a pair of street thugs, Dave realizes that he must fight crime and take on the role of a superhero. He orders a wet suit online and begins to train in preparation for the dangers on the city streets. Moreover, when Dave sees the same two men that robbed him and his friend Todd breaking into a car he confronts them with his new suit on. Unfortunately he gets stabbed and stumbles to be hit by a car, causing nerve ending damage. He is rushed to the hospital where doctors fix him with metal plates, which gives him a higher pain threshold. Sequentially, this experience sets the story in motion because Daves determination to become a superhero is only sparked and it leads to another crucial event. He later sets up a MySpace account under the name Kick-Ass, which allows the public to contact him and request assistance. One night, he goes out to look for a lost cat and interrupts a chase between thugs who were trying to kill another man. Fortunately, he fights off the attackers and becomes an internet phenomenon after it was recorded and posted on Youtube. Furthermore, we can see that Dave is endowed with bravery and desire. In addition, this sequence of events develop as a whole catalyst, which in turn stimulate the story. Additionally, Seger argues that in any journey, the hero usually receives help that often comes from unusual sources(2). In the film, Damon MacReady (Nicholas Cage) who is an Ex-cop and his 11-year old daughter Mindy (Chloe Moretz) notice Kick Asss Brown 3 escapades. One night, Kick-Ass visits the apartment of Rasul after Katie mentions that a guy name Rasul at the clinic would rob and harass her. Reacting off impulse, he tries to threaten him but he is horribly unsuccessful. Angered by such words, Rasul and crew get ready to mutilate him, but Mindy, dressed in costume blasts through the window and kills all the gang members and her dad shoots the last one with a sniper rifle. After, she introduces herself as Hit Girl and takes all the money and guns. Essentially the character of Hit Girl is very unusual. Combing the characteristics of a killer to the ones of a cute child, Director Matthew Vaughn tries to arouse feelings, emotions, and responses amongst the audience. We become immersed in the sensitive idea of children and violence interacting in cinema. Furthermore, Seger affirms that at some point in the story, the hero hits rock bottom, a near death experience or black moment, leading to a type of rebirth(3). The worst is exposed and the action continues to an intriguing conclusion. For example, in the film, there is a live countdown to the unmasking of Kick-Ass. However, it so happens to be Big Daddy and Kick Ass handcuffed to chairs awaiting their execution by Frank Damicos mob men. They are brutally beaten to a point where it is thrown off television to only being streamed online. We see Kick Asss black moment as he is relentlessly tortured. He says Even with my metal plates and my fucked up nerve endings, I gotta tell you, that hurt! But not half as much as the idea of leaving everything behind. Katie, my dad, Todd and Marty..and all the things Id never do. We begin to feel his pain and hope that he makes it through. Nevertheless, they begin to pour gasoline on Big Daddy and set him on fire. Ingeniously, Hit Girl arrives to sa ve them and kills all the men in an intensive Brown 4 gun battle. She tries to save Big Daddy but he dies from the severity of the burns. Hit Girl rescues Kick Ass and takes him to her fathers apartment where he agrees to help her take down Frank Damico. Lastly, Seger argues that the hero must face the final ordeal before being reborn as the hero, proving his courage and becoming transformed. She asserts that we need to see him changed at the end (3). This is clearly depicted in the final battle of the film. Hit Girl is pinned down behind a counter without ammo by Frank Damicos mob men. Just before one of them fires the bazooka, Kick-Ass comes flying up the building with a jet pack. He then expels the artillery installed on the jet pack and wipes out the rest of the men. The last fight scene emerges. Hit Girl takes on Frank DAmico and Kick-Ass takes on his son Chris Damico aka Red Mist( Christopher Mintz-Plasse).However, Kick-Ass and Chris knock each other out to the ground. On the other hand, Hit Girl and Frank battle fiercely. Frank gains the upper hand and prepares to kill her with his pistol, but Kick-Ass fires the bazooka and the rocket propels Frank through the window and it explodes. Chris tries to go after Kick-Ass but Kick-A ss uses the jet pack and flies off with Hit Girl. At the end of the film, Dave says hes done with crime-fighting and theres a new generation of superheroes that have emerged through his inspiration. In other respects, we ask, how has Kick-Ass transformed as a character? Based on observations, Kick-Ass now has his dream girl Katie, who before didnt notice him or who he didnt talk to in the first place. Ultimately, Dave has explored the realm that he always wanted to since he was kid. He has learned that superpowers can not hinder or prevent the growth of motivation, purpose, or desire. In essence, we see that the film

Friday, September 20, 2019

The US Firm Kraft Foods Took Over Cadbury Marketing Essay

The US Firm Kraft Foods Took Over Cadbury Marketing Essay According to the Harvard Business Essential the word strategy originated as a military term, and adopted by businesspeople when refereeing to plans for controlling and utilizing limited resources human, land and capital. In his classic article, Kenneth Andrews (1971) described strategy as the goal of promoting and securing vital interest, whilst M. Porter (1980) re-defined strategy as a broad formula for how a business is going to compete. One of the founders of the renowned Boston Consulting Group, Bruce Henderson linked strategy to competitive advantage. However, being different is not an instant guarantee for business success. According to ORegan Ghobadian (2009) Cadbury is one of the worlds largest confectionary businesses with top ranking in over 20 of the worlds 50 biggest confectionary markets. (See figure 1). It has one of the largest and wide spread markets in emerging countries around the world. Kraft Foods, Inc. is the largest confectionery, food, and beverage corporation whose headquarters is in the United States and the second largest in the world after Nestle. It markets many brands in more than 155 countries. (See figure 2). It is listed as a public company, on the NY Stock Exchange. (Wikipedia, Accessed 02/04/10) The former chief executive of Cadbury, Todd Stitzer launched the Vision in Action program in 2007. At it launch, he said the vision was aimed at driving the companys margin s up by mid-teen by 2011. It hoped to achieve this by focusing on 3 key priorities: Growth, Efficiency and Capacity. (Company Annual Report 2009) And as of the present time, the strong performance continues, edging Cadbury closer to its goal. 2.1.2 Kraft Key Strategy Performance (see Appendix Fig. 4) In an article written by boozco for the Strategy + Business, (Issue No 56, autumn 2009), 11 of Krafts top executives were interviewed about their strategy for the 3 year turnaround and campaign for growth. The interview started with the company CEO Irene Rosenfeld who as at 2005 was in charge of the Frito-Lay division of PepsiCo. Thus when she became the chef executive in 2006, she observed that Kraft concentrated its power to its HQ in the US and this was hindering innovation and growth. Thus her first objective was to decentralise Kraft, and re-focus the companys vision to the challenging macro-economic environment. The company went about these changes by introducing what it called Organising for Growth (OFG) which began in 2007. It included review of organisational structure with a 3-year turnaround time, dismantling of existing centralisation of power matrix, clear operational initiatives such as building up sales capabilities etc, and implementing new operating metrics coupled with financial rewards for executive managers. (See figure 5) 3. Market Driven Analysis of Acquisition 3.1 Why Kraft could not resist Cadbury (see Appendix fig.5,8,10,1112) According to Andrew Clark of the Guadian, the attraction of Kraft to Cadbury comes down to brands, sheer scale, geography and distribution channles. Though Kraft has some big brand products such as Maxwell House Coffee and Philadelpha cream cheese, many of these and other products were reported struggled to gain market sector domamnce in spite of the fact that they have been around for many years. (The Guadian, 06/04/10) Predictably, acquiring Cadbury meant addition of brands products such as Cadburys chocolate, confectionary and chewing gum products will increase the comapanys annual revenue from 4% to 5% whilst earnings growth which were lagging between 7% to 9% will now increase to between 9% to 11%. This predictation is based on Cadburys shrewed distribution strategy. For example, it has strong presence within the instant consumption channels such as corner shops and petrol stations where prices can be marked up, whilst relying on people making impluse buying. In comparison, Kraft products are mainly seen in traditional outlets such as supermarket and food stores where profit margins are lower. (The Guadian, 06/04/10) However, the acquistion comes at cost, for example, a cost cut of $675m have been highlighted, this will include effiecency savings of $300m. This amount is as a result of stream lining procurement, RD, and logostics. Futher $250m will come from duplicated adminstrative work which will now be centralised, and a $125m project synergy saving in making biiger bulk deals when buying media adverts. (The Guadian, 06/04/10) 3.2 What next after the takeover? (See Fig. 6,913) The share magnitude of the two companies coming together is enough to give anyone sleepless nights, as there are many strategic risk factors to consider. A winning Kraft/Cadbury strategy that is well implemented might work for a long while, however according to (refà ¢Ã¢â€š ¬Ã‚ ¦) no strategy is effective forever. 3.2.1 The Stakeholders (see fig. 7) Figure xxx shows an illustrative mind map of the different group of people that are interested in the financial strength of the two companies. It is worth nothing that whilst the government is interested in Corporation Tax and no breach of legislation especially e.g. National Minimum Wage Act (1998) ref, shareholders are particular about shares especially ROI. Whilst the workforce are interested in job loses, pensions etc. Other points of interests are competition from other competitors. Likewise, the general public wants to be reassured that the acquisition will not led to exploitation of Child labour in other to fight off price war competitions. Hence the strategy to manage these groups of people will be paramount in the coming years 2010 and beyond for the acquisition to be judge successful. 4. Balance Scorecard Introduction The notion of the Balance Scorecard (BSC) was brought into existence in 1992 in a business review article written by David Norton and Steve Kaplan (Kaplan and Norton 1992). The article was born out of the notion that the ability of a company to measure its intangible assets had a direct bearing on company performance and its ability to achieve company strategic objectives. The BSC brings additional value to the traditional measurement of historical financial perspective by including the measurement of internal business processes, innovation and learning and customer perspectives-all key indicators of future successful implementation of company strategy. The BCS is thus seen as a 3-way tool: Measurement System, Strategic Management System, and Communication Tool. See Fig 3 Fig 3 Source: Wiley and Sons (2003) The need to include lag and lead indicators in determining strategic performance is important. Lead indicators are those that affect future performance of Cadbury e.g. increasing market share. Lag indicators are those that indicate what has happened in the past, e.g. financial performance. Whilst lag indicators are important, Cadbury needs to focus on the future indicators of strategic success i.e. customer perspective, business perspective and learning and growth perspective. Cadburys governing objective at the start of 2009 was to deliver superior shareholder returns by realising their strategic vision to be the worlds BIGGEST and BEST confectionary company. (Cadbury Report 2008). Stakeholder theory identifies 5 main groups who have a vested interest in the commercial undertakings of the company.(Kaplan 2010) Cadburys strategic focus placed emphasis, primarily, on one stakeholder group; the shareholders. Fig 4: The strategy map links intangible assets and critical processes to the value proposition and customer and financial outcomes. Fig 4 shows the causal connection between these different metrics and the ultimate strategic aim of delivering shareholder value. The upward flow identifies the cause and effect relationship in the BSC that lead to superior performance. An e.g. is that innovative practices identified by learning and growth lead to more efficient internal business processes which in turn lead to a superior customer experience and eventually long term shareholder value. 4.1 Financial Cadbury continues to increase its profit margin towards its goal in the mid teens. 4.2 Customer Measurement Cadbury creates customer loyalty by identifying the exact amount of pleasure that customers derive from the Cadbury experience. This ensures that customers returned repeatedly and remain loyal. This has been an essential part of the strategic focus ensuring strong performance in 2008. (Cadbury Corporate Brochure 2008) Emerging markets have been identified as part of the overall strategy to reach more people, more quickly. As stated in the Cadbury India report in 2008, the overarching goal is this sector is to have more grams in more mouths. The potential for growth in this segment of the market is significant as the per capita consumption is very low compared to other non-emergent markets.0.03kg compared to 4.3kg in Europe. (Cadburys India Report 2008). The link between Cadburys relationship with Fairtrade is crucial to ensuring that company achieves its strategic objective of sustainability by increasing its supply of raw materials and ensuring the livelihood of the farmers who produce these raw materials.(Cadbury 2008 corporate brochure) 4.3 Innovation and Learning The challenges include managing different pay structures, different ethos, work patterns and hiring methods. The management of all of these aspects will have a significant impact on Krafts ability to successfully integrate Cadbury into its global family and reap the financial rewards that will make the union a profitable one. Successful integration studies have shown that monetary rewards do work, but on their own are not enough to promote a successful collaboration between two different companies engaged in a merger or acquisition. (Montmarquette et all 2004). Krafts pledge is to take the best of both approach to the acquisition. (Kraft Final Offer 2010) Kraft culture is different to Cadburys culture and this will have major implications for the successful synergy of the two companies. Tetenbaum (1999) identifies culture as being at the centre of any successful merger or acquisition. Hofstede (2001) identifies culture as the collective programming of the mind that distinguishes the members of one group or category of people from another 4.4 Internal business processes Innovation and research and development are key aspects of strategic success. Continuous investment in the development of new product ranges, especially in emerging markets, will be necessary to achieve strategic objectives. Cadburys extensive distribution networks ensure products are easily accessible to all consumers, from the large supermarket chains to the small corner kiosk in a remote part of India. The BSC is only as effective as the action taken as a result of the metrics indicated and measured. Leadership is important to ensure that the metric information is followed up and changes made to maximise the impact of these measurements on performance.(Neely 2008). Cadburys developing association with the Fairtrade brand ensures that it is meeting its corporate social responsibility objectives, as well as ensuring a constant supply of raw material for its products, a form of backward integration. Fig 5 4.6 Criticisms of the BSC: The recent global crisis has also highlighted the weakness in current measurement systems as they failed to identify the potential for risk for many companies. Analysis needs to identify, not only the historic performance, but also the potential future risks. Risk assessment and management needs to become an essential part of the any measurement system used in the future. Cadbury/Kraft must now identify, mitigate and manage risk in such a way that it becomes an integral part of their strategic management ethos. Management Control Systems will need to be agile enough to respond to rapid changes in the environment in which they operate in order to achieve their strategic objectives. Simons levers of control present an alternative system of measurement that includes complimentary metrics e.g., belief systems, interactive control systems and boundary systems etc. (Simons 1995). Fig 5 The BSC has been criticised as being too simple as a measurement/control tool. Businesses are more complex than just a few controls or levers. The functioning of the BSC has been compared to a pilot in charge of a flight from A to B. The BSC provides the mechanism for control and guidance in achieving the goal. (Kaplan and Norton 1996). The BSC is seen mainly as a diagnostic tool rather than a tool that aids strategic success. Where is the point of balance in the competing demands of the different measures?. For e.g. Cadburys overarching goal is delivering superior shareholder returns, but this must be balanced against the needs of staff. A trade off must occur at some level. Companies must understand the cause and effect relationship between the metrics in order to make the most appropriate decisions. Timing difficulties in respect of cause and effect relationships mean that the results of measures introduced may take a significant period of time to have an impact on the financial outcomes. It is essential to link the four aspects of the BCS to strategy to ensure its maximum effect on performance. Nair (2007) BSC can be seen as too rigid in its measurement matrices, i.e. just 4 elements and does not include risk, corporate social responsibility or environmental metrics. Need to conduct sensitivity analysis to measure responsiveness of performance to certain scenarios. More research is needed on the cause and effect outcomes for companies that use the BSC. Fig 6 4.7 Potential problems for Cadbury: Staff integration poses a significant challenge to Cadburys governing objectives. This is part of the internal process element of the BSC. This has the potential to derail the recent merger. (Shebioba 2010) Fig 6 shows how Cadbury can translate its mission into desired outcomes. Ensuring that all staff are aware of the new strategic direction that the combined company is now embarking on, and everyone understanding the impact their role has on achieving strategic objectives.(Regan and Ghobadian 2009) Fig 7 shows why companies fail to meet their objectives. Simons levers of control will assist the new Kraft Cadbury combination Fig 7 Source: Kaplan and Norton 1992 In order to successfully achieve its overarching goal of superior shareholder returns, Cadburys must successfully balance the barriers to achievement as identified above. 5. Conclusion Cadburys has now become a part of the Kraft family and there is a strategic focus on Kraft reaping the benefits of Cadburys strengths and position in emerging markets. The combined company will need to focus its attention on achieving new corporate goals and devising a strategy that maximises the synergy of the union between them. The use of the BSC or levers of control will aid management in measuring and achieving strategic objectives. It must be noted that in isolation any system that measures the performance of the company will be meaningless unless it is combined with other systems. There is still room for some work to examine the relationship between cause and effect and the impact this will have on Cadburys strategic performance. This is a crucial part of the integration of Cadbury into the Kraft family. Only time will tell if Kraft will get the sugar rush it envisages from the purchase of Cadbury for  £11.6bn. References: Andrews, K., The Concept of Corporate Strategy (Homewood), IL Richard D. Irwin Inc. 1971 Clark Andrew, Chocolate, chewing gum and coner shops, Why Kraft cant resist Cadbury, The Guadian. Tue 19 Jan 2010. Accessed 06/04/10 22:36 Hofstede, G. (1981) Cultures and Organisations: Software of the Mind, London: Harper Collins Henberson, B., The Origin of Strategy, HBR Nov- Dec 1989 Introduction to the Balance Scorecard. John Wiley . 2003 Inside the Kraft Foods transformation. Introduction by Chairman CEO Irene Rosenfeld, Strategy + Business issue 56, Autumn 2009 reprint number 09207 Kaplan, R. S. and D.P. Norton (1992) The Balance Scorecard: Measures that drive performance, Harvard Business Review, (January- February): 71-79 Kaplan, R.S., and Norton, D.P.(1996). Linking the balanced scorecard to strategy. California Management Review, 39 (1), 53-79 Kraft Final Offer document 2010. Kaplan, R. And Norton, D. (2001). The stratergy Focused Organisation: How Balanced Scorecard Companies Thrive in the New Business Enviroment. Boston, MA: Harvard Business School. Montmarquette C, Rulliere JL, Villeval MC, Zeilger R (2004) Redesigning Teams and Incentives in a Merger: An experiment with Managers and Students Management Science Vol.50, No 10 October 2004, pp. 1379-1389 Nair, B. (2007) Balanced Scorecard Performance Management Systems: Its success and failures- A Literature Review, 1 (3/4) Neely, A. (2008) Does the Balance Scorecard work: An empirical Investigation. Centre for Business Performance School of Management. Research Paper 1/08 OReagan, N., and Ghobadian, A. (2009). Sucessful nstrategic re-orienrtation:lessons from Cadburys experience. Journal of Stratergy and Management. Vol 2(4), 2009, pp. 405-412 Porter M. E., Competitive Strategy (NY: Free Press), 1980, xxiv Pandy, I (2005) Balance Scorecard: Myth and Reality. VILKAPA, 30 (1) Shebioba, J. (2010) International Business Assignment Simons, R. (1995). Levers of control: How Managers Use Innovative Control Systems to Drive Strategic Renewal. Boston: Harvard Business School Press Simons, R. (1995). Levers of control: How Managers use innovative control systems to drive strategic renewal. Harvard Business Review ? Strategy: Create and Implement the Best Strategy for your Business, 2005 p(xi) Tetenbaum, T.J. (1999). Beating the Odds of Mergers and Acquisition Failure: Seven Key Practices That Improve the Chance for Expected Integration and Synergies. Organisational Dynamics, Autumn 1999, 25-35.