Social Marketing

Social MarketingAdvertising We will write a custom book review sample on Social Marketing specifically for you for only $16.05 $11/page Learn More Introduction â€Å"Why can’t you sell brotherhood like we sell soap?† True. Selling soap and social cause are completely two separate things. However, recently marketing has observed a mingling of the two wherein organizations have associated themselves with a social cause to promote their brand. The trend to promote products or brands with a social cause is supposed to boost image as well as sales. Industry buzz is social marketing establishes a firm as responsible and boosts consumer demand even during recession . Companies are putting their brand names with social causes like fighting breast cancer or AIDS awareness. But the real impetus of such campaigns and its effect on brands’ image is uncertain. Target customer profile of such cause related marketing is also uncertain. However, the question related to social marketing arises is its effectiveness. Further, with advent of new media social marketing has attained a new platform where word-of-mouth campaigns through repeated click on â€Å"Like† and â€Å"Retweets† increases social awareness. Social marketing therefore assumes great importance for marketers, especially during recession, in order to recreate their brand image. In this report, I will explore how social marketing influences others in their purchase decisions. In order to understand this, I undertake a literature review of journal articles, books, and online articles to understand the effectiveness of social marketing for brands and its effectiveness with the new media (e.g. Facebook). The objectives of the report are delineated in the following points: To find the demographic profile of those influenced by social marketing campaigns, To prove how new media such as Facebook and text messages influences young consumers To prove how socia l marketing increases public relations and improves customer loyalty. Literature Review In this section, I undertake a literature review on peer-reviewed journal articles and books to understand social marketing, its effectiveness, and the use of such marketing with help of new media. This section will also provide the demographic profile that is believed to be influenced most with social marketing through online or mobile campaigns.Advertising Looking for book review on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Evolution of Social Marketing Kotler and Levy raised the question in the sixties regarding the relevance of marketing as a socially useful tool. They were aiming to make marketing as a tool â€Å"serving and satisfying human needs†. Researchers mentioned fleeting references of the similarity or difference of marketing soap and goodwill or other such concepts earlier. Social marketing was formally int roduced in the marketing arena with the 1971 article of Kotler and Zaltman titled â€Å"Social Marketing: An Approach to Planned Change.† The transition from a socially useful marketing process to social marketing was a logical concept that brought forth serious pressure on the marketing discipline to become for socially relevant and ethical . The need for development of a non-conventional, socially conscious marketing strategy was found to be necessary due to the following reasons: Increased needs of nonbusiness organizations for marketing services. Attacks on marketing’s negative impact on society. The emergence of exchange theory, the coalescence of social marketing oriented theory. And the decline of consensus-oriented perceptions of social reality. Therefore, sue to the greater demand of socially responsible marketing strategy aiming at social causes, this gave marketers the possibility to work with government and non-profit organizations to promote social change programs. This demand for social marketing was found from parallel academic streams such as advertising and public relations . Though there was a lot of demand and debate about social marketing in the 1970s, there was little scholarly work in the area apart from Kotler and Zaltman’s 1971 article. It was not until Lazer and Kelley (1973) and Richard Manoff (1975) social marketing literature was facing dearth of academic attention. Manoff (1975) wrote the book on social marketing who applied many principles from his experiences working in social change projects. After these there was almost a stagnation of a decade before Kotler Roberto published another book on social marketing and Fine a year later. However, in the decade of 1990s and later there is a modest body of literature that can be found on the subject – e.g. Andreasen (1994), Brenkert (2002), Guiniven (2009), Donovan Henley (2010), etc. – and has contributed immensely to the discipline.Advertising We will write a custom book review sample on Social Marketing specifically for you for only $16.05 $11/page Learn More However, it is in the 1990s that ethical concerns regarding social marketing gained predominance in marketing literature. And recently in the last 5 years there is an increasing trend is understanding how social networking can become an effective tool for social marketing . What is Social Marketing? In order to understand the impact of social marketing on brands, it is important first to refresh our definition of marketing. Kotler and Zaltman defined marketing as an occurrence â€Å"when people become conscious of an opportunity to gain from a more careful planning of their exchange relations.† Marketing management is a process that tries to ascertain the behaviour, preferences, desires, attitude, and wants of potential customers that may provide help in designing new products . Therefore, a marketing process is usually a dual proces s of selling the old product and creating the new one. Social marketing is a marketing that was initially done to simply promote a social cause such as â€Å"Keep America Beautiful† or â€Å"Join the Peace Corps†. The aim of true advertisements was to inform and persuade. Kotler and Zaltman first introduced the concept in their 1971 article that established the definition of social marketing. Kotler and Zaltman believes that social marketing is a strategy that definitely has an impact on brand advertisement, however, they raise the question as to how it can be used. Therefore, social marketing is defined as: †¦ the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research. So it is an intermingling of the social cause with the brand idea and merging them together to become one communication to the consumers. Therefore, the social cause becomes a prop with which the marketing campaign is propelled.Advertising Looking for book review on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Andersean (1994) identified three problems with the definition put forth by Kotler and Zaltman (1971). First, the term â€Å"social marketing† was confusing at such as early stage when it was confused with â€Å"societal† marketing. Second, their early discussion on social marketing did not mention explicitly if this form of marketing was solely for non-profit organizations or for both profit and non-profit organizations . Third, this definition limits the objective of marketing only to ‘influencing’. Pointing out these shortcomings of the first definition, Andreasen (1994) put forth an alternate definition of social marketing: Social marketing is the adaption of commercial marketing technologies to programs designed to influence the voluntary behaviour of target audiences to improve their personal welfare and that of the society of which they are part. First, this definition clearly shows that social marketing is just another adaptation of commercial mark eting. Second, it demonstrates that social marketing aims at changing behaviour and not just influencing the behaviour. Third, social marketing’s aim is to extend benefit to the consumers or the society as a whole and not the marketer. This third point sets social marketing apart from commercial marketing, where the latter aims at deriving the benefit for the marketer and not the consumer. How ethical is it? Ethical prerogative for marketing campaigns has been traditionally been debated upon . Marketers have immense ethical and moral responsibility towards the stakeholders and all whom a marketing campaign affects . Social marketing aims at promoting social good. Ethics in social marketing assumes greater importance as this aims at marketing social goods. However, this can be adopted by anybody who wants to reach that end. The Ku Klux Clan or the Nazi party to attain something that they believed to be social good could use this form of marketing. Therefore, Andreasen (1994) i nsists that the characteristics of such form of marketing must be clearly articulated, and social marketing should be used based on personal judgment. Brenkert believes that social marketing faces greater challenges that are not faced by commercial marketing. As social marketing aims at solving social problems the ethical bindings of social marketing arises from the social ends it promotes. As the ends of social marketing are â€Å"social exchange† rather than â€Å"commercial exchange† therefore the ends at which these marketing campaigns are aimed at is extremely important. Second issue that arises is that social marketing aiming at behavioural changes may lead to conscious moral changes, which may solve a problem just temporarily. Further social marketing aims at bringing forth change using marketing technique rather than political or social discourse, which removes democratic, and self-determination of the subjects . Many authors have pointed out to ethical concern s in commercial marketing such as Kotler and Zaltman (1971), Andreasen (1994), and Bloom and Novelli . Donovan and Henley pointed out that the main ethical issue in case of social marketing is the issue of power. Bloom and Novelli (1981) essentially believed that social marketing treats some groups differently, which negates the egalitarian and anti-discriminatory principles of ethics. Therefore, they point out that the process of differentiation between the target customers that brings the unethical element in social marketing. Andreasen (1994) believes it is the ends attained through social marketing that infuses the ethical question similar to the idea presented by Brenkett (2002). Therefore, it must be understood that social marketing is not an undesirable issue, but it therefore; the marketing of social causes should be done keeping the ethical concerns in mind. Is social marketing beneficial to commercial marketers? Many brands today are associating themselves with social caus es and plunging into what is called â€Å"cause marketing†. In this, a firm or brand is typically associated with a social cause such as breast cancer, AIDS, or cyclone relief that is used as a tool to boost social image of the steely corporate image to the customers. There has been an increasing debate on the effectiveness of social marketing apart from the ethical concerns related social marketing discussed in the previous section. Andreasen points out that researchers are presently undertaking a lot of empirical studies to understand the benefit of social marketing for commercial purposes. Many researchers have started to understand effectiveness of social marketing. Rose et al. (2007) aimed at understanding the effectiveness of social marketing in influencing individuals’ behaviour. They studied 54 interventions that were filtered based on social marketing criteria. Their findings suggest that social marketing can be an effective tool for influencing individual beh aviour. Hastings Saren try to understand the effectiveness assuming that social marketing tries to change consumer behaviour. They believe that social marketing tries to influence social behaviour of individuals. They also point out that individual behaviour being immensely influenced by environmental influences. It can be an effective part of social commercial marketing. in conclusion they agree with Andreasen and believe that social marketing will make an â€Å"enormous contribution in the growing field of critical marketing† . Hoeffler and Keller argue that marketers have increasingly adopted â€Å"corporate societal marketing† and points out six ways how this can increase brand equity. They demonstrate that it can increase brand awareness, augment image of the brand, and band credibility, evokes feeling for the brand, increases a community feeling with brand and engages customers with the brand. They point out that in order to use social marketing as a strong corp orate marketing strategy, it is important to choose the cause carefully. They suggest that a cause can be chosen that has a ‘commonality’ with the brand, or ‘complimentarily’. The researchers use brief cases to demonstrate their point and show the effectiveness of associating brand with the right cause. Strate points out with the aid of a beer marketing campaign using social marketing principles, that social marketing can actually bring forth change in the cultural and behaviour of the individuals. Further, this can also increase brand identification. Hamlin and Wilson examine the effectiveness of cause related marketing for any brand. They see if linking commercial ventures with charitable causes can bring forth brand identity. This research designed an experiment to understand the ‘fit’ between the social causes and brand and effectiveness of social marketing. The result of the experimental research demonstrates that consumer’s percept ion regarding the cause related brand is not greatly improved. They also show that there is not effective influence on the purchase decision of the consumers for a social cause related brand. This finding goes against the general view of other marketing researchers that social marketing has a great effect on the brand identity an image. Some researchers like Cone, Feldman, DaSilva and Rangan, Karim, and Sandberg believe that social marketing for commercial brands can be successful only through proper identification of the cause with which the brand is to be associated. For instance, Cone et al. (2003) mentions the campaign by ConAgra to fight child hunger. This according to them has been a successful campaign for the company. However, it is believed that too much of moralization can lead ot failure of a social marketing campaign (Rangan et al., 1996). In a recent article published by Henderson and Arora researched the effectiveness to use embedded premium promotions wherein a certa in percentage of the purchased quantity would be donated for a cause. Their research aimed at understanding if such promotions should be used for multi-category product brands. Their findings suggest that in case multi-category product brands, there is no significant enhancement of brand attractiveness. However, they also show that such promotions are better in terms of return on investment sense than price promotions. Therefore, their findings suggest that embedded premium promotions are helpful for both brands and categories. The study of empirical marketing researches on social marketing and its effectiveness demonstrates that social marketing is an effective tool that be used for commercial brands. Brand association with a cause helps in improving brand image and increase brand identity and engagement. Social marketing also bring forth individual behaviour change. Given this effectiveness of social marketing for marketing brands, it is important to understand the context of soci al marketing in new media perspective. This is done in the following section. Social marketing and new media Marketing has researched a new level with the social media. Marketers believe online marketing is a highly effective way to reach the teens . Others like believe that a marketing campaign in the mass media like television or radio will not succeed unless effective merchandising of the social concept exist A New York Times article on social media marketing indicates that brands are being launched and marketing appearance in Facebook before they are actually sold in the market: As Perfetti Van Meller gears up to launch Mentos UP2U, its first stick gum†¦ the initial advertising efforts will be focused in social media like Facebook. For instance, the new gum already has a Facebook fan page, at Facebook.com/up2u, which more than 95,900 people have indicated they â€Å"like†. The first 1,000 visitors who clicked on the â€Å"like† button got free gum in a promoti on† Chinn and Artz believe that social networking provides immense opportunity for social marketers. They provide a list of online tools that a social marketer can use such as emails, online bulletin boards, web sites, etc. The new media also provide extensively interactive and social tools for marketing a social cause or product or both and those are blogs or micro-blogs like Twitter or social networking websites like Facebook or video sharing through YouTube, etc. Marketers, they believe are more eagerly opting for this tool because they want to reach out to larger number of potential customer as a much lesser cost. Social networking has boosted marketing results of many consumer-based products as they are believed to provide links to the customers and increase sales . Andreasen points out that the Internet has become a powerful tool for social marketers to build communities through which they can promote a cause: Internet proved itself to be a very powerful tool, allowing A mnesty International to create a community (network) of advocates called Fast Action Stops Torture that linked individuals and organizations around the world to bring attention to cases of human torture. Social networking is allowing more people to connect to more customers and is helping in creating brand awareness more quickly and to reaching larger masses: â€Å"Social networking sites are allowing planners to connect with more people more often, and in a shorter period of time than they could face-to-face meetings, phone calls or e-mails.† Some social networking sites that have become a rave for marketers are Facebook, Twitter, LinkedIn, etc. Researchers have pointed out that the word of mouth campaigning through social networks has the greatest influence on individuals . They study the role of networking sites and how they influence individuals. They also provide a profile of individuals who are mostly affected by such websites. Social marketing is greatly influenced by social networking websites may have on social marketing. Individuals are greatly influenced by social networks and word mouth publicity of a brand related cause. Research has proven that the effectiveness of social marketing is enhanced with the use of social marketing. Social networking websites enable mingling of like-minded people and form a network. Social marketing in such a network it is easy to reach out to the targeted customer. Uhrig, Bann, Williams, and Evans conducted an empirical study, which showed that more and more people are participating in social network websites. Therefore influencing individuals through social networks for purpose of social marketing becomes easier. Thackeray, Neiger, Hanson, and McKenzie believe that second generation applications can enhance consumer engagement. Therefore, they believe that it holds immense potential for social marketing campaigns. As the marketing medium entails less cost and access to a greater number of audiences, Web 2.0 is believed to have a greater potential of reaching the right target customers. The above review of literature on social marketing demonstrates a few principles about the process. First, social marketing can be done for both profit and non-profit marketing. Brand communication through social marketing is empirically believed to hold greater influence on consumer behaviour. Third, the advent of Web 2.0 technology has increased the potential of social marketing with the capability to reach out to a greater number of consumers. Therefore, social marketing has gained a greater and more influential relevance in the new age marketing where word of mouth marketing has started gaining greater importance through social networking. Whom does the Web 2.0 social marketing target? This section delineates a consumer profile that can be derived from previous Web 2.0 based social marketing campaigns. The section will first discuss the empirical researches, their methodology and findings and then demo nstrate the kind of people who are mostly targeted through social marketing through Web 2.0 technology. Social marketing research in Web 2.0 Social networking has gained immense importance for marketers. Social networking helps social marketers to boost their image, increase brand awareness and increase engagement. Customer profile In order to understand the customer profile that needs to be targeted through social media marketing through Web 2.0 it is important to understand the customer profile that most predominantly use this new technology. Their usage behaviour and demographic profiling needs to be understood. Then the question arises if the target customers for the brand are the ones who are using this social media. Uhrig et al. point out that in 2007, 75 percent of the adult population used the Internet and more than 90 percent of the users where in the age group of 18 to 29 years. Of these users there was a likely tendency for them to socialise or network in some way: Among all Internet users, 39% read someone else’s online journal, Web log or blog; 30% post a comment or review online about a product or service they received; 22% comment to a news group, Web site, blog, or photo site; and 19% create content for the Internet. (Uhrig et al. , 2010, p. 342) An empirical research conducted by O’Connor Lundstrom showed that college students – an average age group of 17 to 25 years – have a typical information seeking behaviour. They seek information regarding anything through the Internet search engines, which they believe to be reliable and faster. The empirical study they conducted derived three groups of demographics that make up similar behavioural pattern among target consumers. The demographic profile predominantly consisted of female, above 18 years, Caucasians. However, the control group were male. 65 percent of the group reported that they used the Internet as their first source of information provider. The study findin gs suggested that social marketing derived greater behavioural change than traditional marketing. 94 percent of the participants said that they preferred the Internet as a preferred medium of gather information. Therefore, Internet is a more successful medium for social marketing for youths. Darian College studied the effectiveness of social marketing to change alcohol consumption behaviour of college students. They conducted a study related to the behaviour of the students and their alcohol consumption habit. The researchers did a profiling of the students based on their drinking habit and utilized the results to devised the product, marketing, pricing and distribution strategy. Their research suggests that traditional marketing is not a suitable method to change behaviour of alcohol drinkers. Further, as college students were found to gather most of their information regarding a product from their friends and peers it could be logically concluded that social networking provided s uch as venue online. Therefore, the friends and peers through social networks can become effective influencers. Here too the social marketing campaign was targeted towards youths in order to change their drinking habits and bring forth a more suitable campus environment that would help in stopping alcohol abuse. Smith et al. conducted an empirical research into the effectiveness of social networking as influencers and the personal motivation of consumers to have been influenced. This research was conducted based on two studies – first was a questionnaire survey and the second was an in-depth interview with the influencers. The first study demonstrates that social network of friends and peers have a high degree of influence on the consumer. Further, this research also found that consumers increasingly seek information from brand sites and review websites like CNET Network in order to get a prior knowledge of the product. The survey respondents were also asked to present their internet usage pattern. The study demonstrated that more connected users are more likely to provide review to the brand sites than less connected users (Smith et al., 2007). Therefore, the study finds that the more connected people are the ones who provide advice to the less connected people. This implies that marketers have to target the people who are more connected in social network as they act as influencers in brand purchase and help in spreading word-of-mouth campaign for or against a brand or product. The second study shows that the influencers are motivated to help others in making the right decision. A third questionnaire survey shows that word of mouth campaigns are more helpful in case of heath marketing or social marketing. However, the researchers believe that it is wrong on part of the marketers to reach out to the connected few. Therefore, the word-of-marketing is based on the principle of connecting with the high internet users who act as the influencers. Therefore, the research demonstrates that there is a great amount of internet-based marketing but it targets usually those people who are better connected. Charging embedded premium for the products sold and donating the premium for a social cause is an effective method of social marketing. Researchers believe that it has greater potential to attract customers than price discount . Researchers have tried to understand the product social marketing fit that would allow embedded premium to be a successful marketing strategy. They conducted a questionnaire survey and the survey results showed that social marketing is an effective method of increasing brand image and can increase brand awareness and identity. It also increase brand acceptance wherein people try to help the poor and give out premium price in order to help the needy. Horn points out that one of the best way to reach to the teen consumers is through the Internet. This allows marketers to adopt new media as a potential form of attainin g greater reach of the youths. Social media websites like Facebook, Twitter etc. hold immense potential in increasing the campaigning possibility in their social marketing website. Chen point out that the risk perception a consumer holds regarding smoking or alcoholism. The research shows that the perception of an addict is influenced by three sources and of which social advertisements and peer pressure plays the largest part. Further, the risk perception that a consumer has directly affects his addictive behaviour as well as intention to start smoking. From this findings, managers can deduce that smoking health hazard marketing can become more successful if the risk perception associated with the advertisement could be increased. Further, the target for such advertisements should be elderly males and/or people with low level of education. However, people who are less addicted to smoking, especially younger people, should be induced not to smoke through social marketing techniques. Jones, Reis, and Andrews studied another influencer for organ donation cause and that it families. Their study shows that family members can become facilitator or hinderer of organ donation decision of individuals. Their research predicts that the attitude and belief of family members becomes a strong influence on an individual’s decision to donate organ. They conducted a questionnaire survey of 23 pairs of undergraduate university students and their parents. The study demonstrated that the behaviour of the individuals regarding attitude, degree of family communication, and intention for making a donation. The research therefore shows implications that in order to increase organ donation rate in Australia, the social marketing targets must become the influencers i.e. the family of the targets. Pickett-Baker and Ozaki aimed at understanding the effect on green brands of marketing and advertising techniques. They aimed at understanding if this green way of life could be establi shed as a pattern of regular lifestyle. In order to do this, they conducted a research on consumer behaviour and advertising. Their aim was to identify the process in which consumers could be influenced to adopt greener products. They did a questionnaire survey based on Dunla,p, Roper Stratch Worldwide Environmental Survey and Liere HEP-NEP survey . They analyzed 52 complete responses. The findings of the study suggested that there was a strong correlation between consumer confidence and environmental beliefs of individuals. The finding also report that most consumers do not identify eco-friendly products. However, they support greener product and would like greener companies to produce them but the traditional marketing given no relevant information to them regarding this. Therefore, the research suggests that social marketing could be adopted for the marketing of eco-friendly products among groups of people who are environmentally conscious. Stasio questions the relative success o f social marketing in changing behaviour. The study demonstrates that a social marketing purely targeted towards its cause would be successful. However, it must be one without any hidden agenda. They show that when these prisoners are targeted among a group their long-term success is greater. Therefore, in order to make the process successful the communication objectives of the social marketing must be made clear. The ideal model that is devised for the success of the program is: At the time of sentencing, the judge would say, â€Å"John Smith, you are being sentenced to X years and Y months which will be served in the community under my supervision. Our goal is to admit you back into our community after you pay your debt or your offensive and demonstrate your ability to live by our rules. Starting today, we will develop, with your involvement, a plan to achieve that goal. The plan will require hard work of you, beginning in prison and continuing- and getting harder- after you retu rn to the community. It will also require that your family, friends, neighbours and any other people interested in your welfare commit to the goal of your successful return. Therefore, the aim of the program was to provide social inclusion to the prisoners and help them rehabilitate. This is more of a correctional centre but with the aid of peers and family of the prisoner. Peattie Peattie studies the effect social marketing campaigns have on reducing consumption. The research develops a social marketing model that can be adopted to reduce consumption propensity to consumption. They have shown that health oriented consumption marketing can successfully reduce the propensity for consumption. Social marketing can successfully harness satisfaction among consumers: One element of commercial marketing that social marketers may be able to harness to successfully market consumption reduction, is expectations management. Within services marketing in particular, there is a longstanding reco gnition that customer satisfaction is a function of the match between a customer’s experience and expectations. Therefore satisfaction can be achieved either by raising service standards, or by managing expectations downwards. The research also demonstrates that a social marketing campaign can become successful if consumers view it as â€Å"normal†. The other trend in demographics is the increase in the number of people who are â€Å"hard-working, high-earning, consumption-intensive, lifestyle† will be more influenced as adhering to less consumption can make their experience more satisfying . The study shows that the research shows that there are 1.4 million Britons have purposefully reduced their incomes in exchange for a better quality of life, and a further 600,000 planned to downshift between 2005 and 2006. The research revealed that just under a million 35–54 year olds were making serious plans to downshift and over 1.3 million under 35s in full time employment planned to downshift by the year 2013. The research indicates that consumption reduction social marketing can be targeted to a demographic age group of 35 years to 54 years and that there are a lot of employees people just below the age of 35 who were planning to downshift consumption in the next two years. The literature review provides various facets of social marketing and shows how social marketing is beneficial to the marketers. It also shows when and where it must be used and to target which demographic profile. The review also demonstrates the suitability of the campaign and the influencers of the chosen demographic profile chosen. Implications The literature review shows that there is a lot of research regarding the social marketing in non-profit as well as for-profit sector. However, the use of social marketing with the aid of the new media has not been thoroughly researched upon. The above literature review demonstrates that there are areas of research that nee d to be advocated. First, there is no consensus regarding the definition of social marketing that makes the concept unclear. Second, social marketing has the potential to influence consumer behaviour is a well researched and empirically proven fact. However, the influence a brand campaign associated with a cause and its success is not clearly delineated in the available pool of research. There is a lot of therefore further research is required to understand the effectiveness of the social marketing campaign for cause related brand marketing. Third, the social marketing and its association with social networking websites is unclear from the present literature. There is literature on successful social marketing. There is literature on successful marketing campaigns through social networking websites, their benefits, and the model in which they work. From the two stream of available literature, it can be intuitively deduced that there is a great deal of potential that social marketing through Web 2.0 holds, especially to reach out to the younger generation. This area needs to be further analyzed. Recommendation The above analysis of the empirical study of the social marketing campaigns show that such campaigns can be targeted at any demographic group but it must be conducive to the target that the brand tries to achieve and on the basis of the target the influencer and the media for disseminating the campaign should be decided. For instance, when targeting the youth as a target for a social campaign the influencers are friends and peers and family and the media that should be adopted for dissemination are reality television shows or social networking websites like Facebook or Twitter. The literature review demonstrates that [people who are well connected through in Web 2.0 are more likely to participate in online campaigns and become active advocates for the same. Therefore, social marketers aiming for a cause to be marketed along with their brands should become regular participants in the social networking websites in order to make a group of like minded people to enhance their influence on other potential consumers. Conclusion Social marketing is in its maturing stage of life cycle . Marketers have repeatedly identified the hidden potential of social marketing and the advantages it holds for the success of the brand image. Marketers believe that cause marketing can boost brand image, identity, customer loyalty, and engagement. Therefore, social marketing is identified as a secret tool for marketers to induce customers to spend in a recession hit economy. Web-based marketing has become the new rave. Online marketing especially through social networking websites that provide accurate hit of target customers through advertisements. the literature review suggests there is a great potential for targeting social network marketing as a medium for social marketing. This is because it is easier to reach to the target customers given their demograp hic profile and interests and campaign their products. Therefore, the cost of campaigns also reduces considerably and helps in influencing customer more as social marketing campaigns has a greater potential to influence and change behaviour. References Andreasen, A. R. (2002). Marketing Social Marketing in the Social Change. Journal of Public Policy Marketing, 21(1) , 3-31. Andreasen, A. R. (2006). Social marketing in the 21st century. Thousand Oaks, CA: SAGE. Andreasen, A. R. (1994). Social Marketing: Its Definition and Domain. Journal of Public Policy Marketing, 13(1) , 108-114. Bloom, P. N., Novelli, W. D. (1981). 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Network-Based Marketing: Identifying Likely Adopters viw Consumer Networks. Statistical Science, 21(2) , 256-276. Hoeffler, S., Keller, K. L. (2002). Building Brand Equity Through Corporate Societal Marketing. Journal of Public Policy Marketing, 21(1) , 78-89. Horn, L. P. (2011). Online Marketing Strategy for Researching today’s Teens. Young Adult Library Services , 25-27. Jones, S. C., Reis, S. L., Andrews, K. L. (2009). Communication Abo ut Organ Donation Intentions: Formative Research for a Social Marketing Program Targeting Families. Social Marketing Quarterly, 15(2) , 63-73. Kotler, P., Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33 , 10-15. Kotler, P., Roberto, N. (1989). Social marketing: strategies for changing public behaviour. New York: Free Press. Kotler, P., Zaltman, G. (1971). Social Marketing: An Approach to planned Social Change. The Journal of Marketing, 35(3) , 3-12. Lazer, W., Kelley, E. J. (1973). 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Social Responsibility, Ethics, and Marketing Strategy: Closing the Gap between Concept and Application. The Journal of Marketing, 51(1) , 44-58. Smith, T., Coyle, J. R., Lightfoot, E., Scott, A. (2007). Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness. Journal of Advertising Research, 47(4) , 387-396. Stasio, J. R. (2010). Prisoner Recidivism: A Question for Social Marketing. Marketing Development and Competitiveness, 5(1) , 47 – 56. Stead, M., Gordon, R., Angus, K . a. (2007). A systematic review of social marketing eï ¬â‚¬ectiveness. Health Education, 107(2) , 126–191. Strate, L. (1991). The Cultural Meaning of Beer Commercials. Advances in Consumer Research, 18(1) , 115-119. Stuart, E. (2011, June 23). Building a Buzz Media Ahead of traditional Marketing. New York Times , p. 3 [Retrieved from EBSCOHost]. Thackeray, R., Neiger, B. L., Hanson, C. L., McKenzie, J. F. (2008). Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media. Health Promotion Practice, 9(4) , 338-343. Uhrig, J., Bann, C., Williams, P., Evans, W. D. (2010). Social Networking Websites as a Platform for Disseminating Social Marketing Interventions: An Exploratory Pilot Study. Social Marketing Quarterly, 16(1) , 2-20. Wiebe, G. (1952). Merchandising commodities and citizenship on television. The Public Opinion Quarterly, 15(4) , 679-691. Yang, T. A., Kim, D. J., Dhalwani, V. (2008). Social Networking as a New Trend in E-Market ing. International Federation for Information Processing, 255 , 847-856. This book review on Social Marketing was written and submitted by user Chase Robbins to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Steroids Essays - Exercise Physiology, Doping In Sport, Bodybuilding

Steroids Essays - Exercise Physiology, Doping In Sport, Bodybuilding Steroids Ever since their introduction into sports in the later 1950's the use of anabolic steroids has been a controversial issue. Much debate has arisen dealing with whether steroids should be allowed for performance enhancement. If you're not familiar with them, The 1994 Merrian-Webster Dictionary defines an anabolic steroid as, "any of a group of synthetic hormones sometimes taken by athletes in training to increase temporarily the size of their muscles." However, it's not just the athletes preparing for rigorous competition that have been using these drugs. Business Weekly told of a study performed by the University of Illinois School of Public Health in which the results were shocking. According to Paul Goldstein, the chief investigator, individuals from all walks of life have admitted to the use of steroids. He states,"We're finding firemen, students, lawyers, teachers- people from all economic classesmost of them taking the drugs for cosmetic reasons" (177) All of these individuals had admitted to use because of the positive effects the steroids provide for their appearance. Along with these positive effects also come the negative ones. Symptoms such as acne, psychotic states, paranoia, headaches, high blood pressure, heart failure, strokes, and liver and kidney damage with quite a lengthy list of other harmful side effects related to extensive use. According to Dr. Robert Vow in his book Drugs, Sports, and Poli! tics, along with trying to keep competitions fair and equal for all who entered, these were the main reason that anabolics have been banned from sports since the 1976 Olympic games. Since these early years, not much has been heard about the use of steroids. True, occasional incidents remind us they are still around . For instance, when Ben Johnson was stripped of his gold medial in the 1988 Seoul Olympics and Lyle Alzado's death in 1992. For the most part though things seemed to have quieted down. This is speculated to be from the growing efforts to educate athletes and individuals on the extreme dangers associated with these steroids. Along with this education, one can not escape hearing the horror stories about what these drugs have already done to others and what it will do to them after prolonged use. With such an impressively long list of harmful side effects associated with steroid use, one could be certain that individuals would shy away from them. After all, the original purpose is to enhance their physical stature, not risk damaging it. We'd like to think that due to the strict regulation on today's athletes in competition, it would cause them to think twice before using steroids. Another possible reason for the declining use is that they're nearly impossible to get since they were barred from non-medical distribution back in 1991. These are definitely good points and one could easily be persuaded that such is the case . However, not everyone shares the same point of view. The other school of thought is that steroid use and abuse is just as wide spread today as ever, if not even more rampant. Athletes' feeling are that the gains far outweigh the risks even if they are just temporary enhancements. There are only a dozen or so reported fatalities dealing with steroid use, therefore individuals consider their odds to be pretty good. As far as regulation is concerned, as long as there have been steroids, there have been ways around the detection testing in an athlete's system. Another theory plays on the fact that it's not only the elite athletes using them. Teenagers and kids using them for appearance are becoming an increased percentage of users. This can be traced to images of large Herculean type men portrayed in all forms of media today. Arnold Schwarzenegger is a prime example sine he has admitted to the use of anabolic steroids. Kids are inspired by him and several other athletes and movie stars who they admire and want to emulate. Getting these anabolics may not be hard as one thinks. Just like any illegal substance, there are ways to obtain steroids for private use. Many think that there are enough smuggled into the U.S. from Mexico, Canada, and several eastern European to keep the current black market a thriving business. Are anabolic steroids still prevalent in the world of athletics

Fairfax County, Virginia Fire Department Research Paper

Fairfax County, Virginia Fire Department - Research Paper Example Presently, Fairfax County Fire Department maintains close to1, 4000 uniformed personnel, both women and men who operate within the 37 fire rescue locations placed strategically across the 395 square mile Fairfax County. In addition, about 250 civilians employed either as fulltime or seasonal workers offer important support services within the main offices and other stations within this department. Another group of about 310 serve as a joint career and volunteer section that focus on offering supplemental support. Fairfax County Fire Rescue Department has also been associated with off shoring. Here individuals are offered opportunities to work in other nations across the world. Currently, this department is offering off shoring opportunity for drilling jobs in the oil empires. Provides free air transportation, as space permits, for cancer patients traveling to or from a recognized treatment or consultation location. Transportation is also provided for those individuals donating or receiving bone marrow. The patient may travel as often as necessary. Fairfax County Fire Rescue Department is no longer receiving applications from individuals interested in Firefighter/EMT position. However, the organization has expressed its intention to recruit personnel’s in the Firefighter/Paramedic position, starting March 3, 2014. The department launched an online recruiting system that will serve this purpose. From the recruitment desk, interested persons should posses â€Å"a certification as an Advanced Life Support Provider at National Registry EMT-P or EMT-I or Virginia State Certification as EMT-I or EMT-P to apply.† The Fairfax County Retirement Administration Agency maintains three independent benefit retirement systems that depict well defined functionalities. These include: the Employees, uniformed and Police Officers systems. To qualify for the Employees Retirement System one should either be a full-time merit worker or a

Term Paper Example | Topics and Well Written Essays - 3750 words

Term Paper Example Corporate social responsibility on the other hand can be defined as the responsibility that a Corporation has, beyond economic and legal obligations, to act ethically and to contribute in a positive way to the good of the society (Trevino &Nelson). Corporate social responsibility requires that every business organisation contribute to the good of the society in which it operates. This paper looks at whether or not the common practice of corporations making campaign contributions in hope of political and legislative favours is in line with these three values of business organisations. In America, Politicians, especially presidential candidates are sponsored by big corporations in exchange for favourable legislations if the sponsored candidates win in the elections. The funding of the political campaigns by corporations is a controversial issue; some people are of the idea that the funding of the political campaigns by politicians is in line with the law, the ethics, and the social responsibility of business organisations, while other people are of the idea that the funding of the political campaigns by corporations is against the law, the ethics, and the social responsibility guiding business organisations. This topic is quite significant because the sponsoring of political campaigns has big influence in the American politics, i.e. without the corporations sp onsoring politicians in America, many politicians in America, especially the presidential candidates would not be able to fund their campaigns. Before we explore the controversy of the funding of political campaigns by politicians, it is important to have background information regarding this topic. On the law and the funding of the political campaigns by the corporations, it is argued that since the law recognizes business corporations as persons, the business corporations have rights to influence the political process by

A Profile of the Irish Republican Army Essay Example | Topics and Well Written Essays - 2250 words

A Profile of the Irish Republican Army - Essay Example Irish Volunteers used to be a militant nationalist group, which came into being in 1913. IRA claimed to represent the nationalist, Catholic community in Northern Ireland. The group is linked with the political party Sinn Fein. Sinn Fein was formed in 1905 at Ireland. It is the oldest political party, whose name originates from the Irish Gaelic phrase for â€Å"We Ourselves.† Since its foundation, the party has strived for the right of Irish nationals aiming at attaining national self determination (Derkins 2002, p. 20). The Provisional Irish Republican Army was instituted in 1969 as the covert armed division of Sinn Fein. Sinn Fein was a lawful political movement committed to confiscating British army from Northern Ireland and uniting Ireland. The group used violence as the tool of removing British authorities from Ireland. The differences arose within IRA regarding the widespread use of violence. As a result of the Sinn Fein conference in Dublin, in 1969, the IRA was split into two, Provisional and Official divisions (Derkins 2002, p. 22). Although both wings were dedicated to a unified socialist republic of Irish, the Official favored parliamentary strategies and shunned violence after 1972. On the other hand, Provisionals supposed that violence, especially terrorism, was a crucial component of the struggle to remove United Kingdom from Ireland. The group has received assistance from a range of organizations and states. The group has received substantial training and weapons from Libya and Palestine Liberation Organization. As a result of the similarities of IRA operations, there is the probability of links between IRA and Basque militant organization, ETA, and guerrillas FARC in Colombia (Shanahan 2009, p.12). Aims and Ideology As Derkins (2002, p. 32) observes, the main aims of the group were to establish an Irish republic, ending the British rule in Northern Ireland and the reunion of Ireland. This would then lead to establish a democratic socialist republic. The group claimed to be the Catholic republicans fightin g for the rights of the Catholics. The IRA purpose was to employ military to make British ruling in Ireland unsuccessful. This would then assist in attaining the broader goal of an independent republic, which Sinn Fein was pursuing at the political level. Since its formation, the group has functioned independently of political power. However, its membership overlaps with that of Sinn Fein. During the Anglo-Irish War, from 1919 to 1921, the IRA, under the direction of Michael Collins, used guerilla tactics, comprising raids, sabotage and ambushes, to force negotiations with the British government. The war led to an agreement that established two new political units; the Irish Free State and the Northern Ireland. The Irish Free State consisted of 26 counties and was given dominion status inside the British Empire. Northern Ireland, also known as a province of Ulster, comprised of 6 counties, and it remained a fraction of the U.K. Significant elements within IRA rejected this partition and started a civil war, eventually triumphed by the pro-treaty Irish army (Tugwell 1981, p. 13). In the 1970s, the relationship between Britain and Free State remained chilly. The old IRA sustained a low degree of campaign of violence intended at reuniting Ireland. However, in 1960s, its activities had diminished significantly. The developments in Northern Ireland, in the late 1960s, accelerated the diminishing influence of IRA. Civil rights activists engaged in civil defiance in reaction to discrimination against Catholics in Northern Ireland. The activists claimed discrimination in housing, employment, and voting by the dominant Protestant administration and population (Shanahan 2009,

Environmental Issues for the Amazon and Murray River

Environmental Issues for the Amazon and Murray River Environmental Change Management  Rivers Rachel Cunningham All life on earth depends on water. Trees and plants need water to grow, and water helps shape the earth and its islands, continents and countries. About 71% of the earth is covered in water by oceans, rivers and lakes. Almost all river water comes from rain or melted snow. Rivers are large streams of water flowing downwards to the sea along channels they have cut. Some rivers flow into lakes and some join other rivers. A river ends when it flows into another river, ocean or lake. When a smaller river flows into a larger one, the smaller one is called a tributary. This is commonly referred to as the mouth. Commonly, rivers start (the start is known as headwaters) as small streams on high grounds, gradually increasing in volume. Rivers have played an important part in the development of civilisation. Rivers are one of the main ways in which rainwater returns to the sea in the water cycle. On their way to the sea, rivers help shape the land through erosion. A river is the main part of a river system, which also includes smaller streams that supply water to the river. The second largest river in the world is called the Amazon River, located in South America. The Amazon is 6,436 kilometres long, and carries more water than any other river in the world. The chief river of Australia, the Murray, flows 2,589 kilometres from the Snowy Mountains to the Great Australian Bight at the entrance to the Indian Ocean. It rises near Mount Kosciuszko in south-eastern New South Wales and flows north-westward to form the border between Victoria and New South Wales. Rivers can be influenced by human actions, sometimes with a positive result and sometimes with a negative result. In both the Murray and the Amazon, humans have cleared the land surrounding the river, constructed dams and weirs and created a hazardous environment for many animal species neighbouring this environment. Pollution is also a major cause for some of the environmental issues that these rivers face. Indigenous people in the Murray and Amazon regions have cared for and maintained the rivers over a long period of time. They have achieved this by taking from the river what it can sustain and by not polluting it excessively. The greatest river of South America, the Amazon, is the worlds largest river in water volume and the area of its drainage basin, together with its tributaries the river drains an area of 7,050,000 square kilometres—roughly one third of the continent. It empties into the Atlantic Ocean at a rate of about 220,000 cubic meters per second. The Amazon region is covered by dense tropical rainforest. This has one of the highest rates of rainfall in the world. Agriculture only has a potential on 2% of the floodplain, and the whole Amazon basin supports a population of only four million, of whom 75 000 are native Indians. The Murray River is the longest permanently flowing river in Australia. It is an important source for irrigation and industry. The Murray River system includes the Darling, Lachlan, and Murrumbidgee rivers, and it drains an area larger then that of France and Spain combined. The Murray rises in the Australian Alps near the eastern boundary between Victoria and New South Wales. It then crosses eastern South Australia and flows into Encounter Bay, south of Adelaide. The Murray River is 2,589 kilometres long. Along the Murray, wheat, sheep and cattle are a main source of income for farmers. However, this is becoming a problem because chemical run off from the crops pollute the river. In the Amazon, subsistence farming, practised since before the Portuguese settlers arrived in Brazil in the 16th century, remained the major money making activity until the 19th century. Indigenous groups such as the Yanomamo and Kayapo have been living in the Amazon for thousands of years. The first human settlements in the Amazon had populations’ approx 35,000 years ago. Since that time, Amazon people have developed lifestyles that are well incorporated with the benefits and restrictions of rainforests and the Amazon River. Normally, daily meals included wildlife found close to rivers, such as fish, turtles, capybara and crocodiles. Until recently, blowguns, arrows tipped with poison and spears were an everyday tool used to hunt down the wildlife for the daily meals. Unfortunately, these prehistoric weapons have been replaced with guns. The guns cause more damage to the river because they are more accurate, and they kill quicker. Hunter-gatherer groups were once generally nomadic, living in small temporary settlements for 4-5 years until all natural resources had diminished. Due to land colonisation by non-indigenous people, many local (indigenous) groups were forced into inactive lifestyles causing them to become peasants. This started to degrade the river bec ause they weren’t using it in a traditional way. Such changes not only destroyed traditional lifestyles but also caused the local peopleto lose control over their territory and for the river to lose many of its traditional protections. Whilst the new settlers treated the river without concern for its well being. There are many environmental issues along the Murray. Many of these problems are caused by drought. Some of the problems are so serious that despite two years of rain (2000 – 2002), areas of the river are yet to recover. The Murray mouth closed in 2002, only the second time recorded in history. This was because of the lack of water in the basin. In April 2009 in the Lower Lakes region, 20,000 hectares of acid sulphate soils were exposed and fresh water levels fell dramatically, to more than one metre below sea level. Ecosystems were also affected by this, because of the increase in salinity and exposure of acid sulphate. It also threatened the water supplies for people and livestock. Low water levels also caused some sections of the riverbank to dry out, crack, and eventually give way. There were more than 160 incidents of river bank collapse along the Murray. Many turtles were affected by the rising salt table, and became sick, and finally died.[1] The salinity problem in the Murray serves as a predicament for all Australians. Salinity is an issue when an excessive quantity of salt in the water and soil causes problems with the use of water and land. Due to land logging, land reproduction and land colonisation, the salt table of the Murray is rising. Water stored in the dams and weirs is mainly used for irrigation, causing the salination problem. Some salt flows naturally into the Murray – Darling, but irrigation, land clearing, dams and weirs have all forced increased amounts of salt up from deep underground. Unfortunately, most of this salt eventually ends up in the rivers which increases the river’s salt content. Every year, three million tonnes of salt flow down the Murray River. Another issue that the Murray faces is stagnentation. Parts of the river, especially the lower Murray, are now more like a series of still lakes rather than a flowing river, resulting in some significant changes. The water is cloudier and contains less oxygen, encouraging the growth of algae and making it difficult for some fish species to survive. The Sand and silt are slowly building up on the river beds behind the dams. Because of the build-up of sand and silt, the fish cannot move from one part of the river to another or from oceans to lakes. This disturbs the food chain by creating over population of some species and lack of others. The major environmental issue for the Amazon River is deforestation, in the greater Amazon basin. The main sources of deforestation in the Amazon rainforest are human settlement and development of the land. In nine years from 1991 – 2000, the total area of Amazon rainforest cleared rose from 415,000 to 587,000 square kilometres. Most of this lost forest has been replaced with pastures for cattle. Because of this, the salt table has risen dramatically. Deforestation of the Amazon rainforest can be recognised by many different factors. The rainforest is mainly seen as a resource for cattle pasture, hardwoods, housing space, farming space, roads and medicines. The deforestation rate in the Amazon region increased from 1990 to 2003 by 70%. As a result of deforestation, the river effectively dies. The tree roots are no longer present to hold the bank in, therefore the rivers walls collapse. As a consequence of this, the silt builds up. This causes the river to flow slower. Since approximately 2005, inhabitants along the Amazon have become aware of the need to conserve the river. This has led to conversation with governments regarding management of the river. Before Europeans arrived, the land surrounding the Murray was occupied by Australian aborigines. The Murray River has been home to the Aboriginal people for thousands of years. This river was commonly known to the indigenous as Milewa or Tongala. The land surrounding, and the river have always been imperative to the indigenous. Near the river, there were once many swamps and billabongs. These were flooded each spring when the melting of the winter snow in the spring, flowed into the Murray. Indigenous people caught much of their food using nets and dams. The nets were for catching fish, animals and birds. They made them from fibres of rushes that grew beside the creeks. The rushes were chewed and then twisted by rubbing them on the thigh. Aborigines also caught fish by making dams across the narrow creeks. First they pushed the stakes into the creek bed. Then they wove branches through the row of stakes. At flood time the fish swam into the shallow creeks and billabongs. As the flood waters went down, thousands (not the 10’s of 1000’s like the fisherman of today) of fish were trapped behind the dams. Women gathered all the plant food. They dug for bulrush roots and rushes and collected pigface berries. The indigenous also ate bulrush roots with every mean, just as white people ate bread. In the river the women caught crayfish and yabbies and spent much of their time diving for mussels. They carried the food back to the camp in net bags and baskets. The riv er itself can replenish itself after this sort of gathering. However, the river cannot replenish itself after a bulldozer digs out plants by their roots. Fish and shellfish were the main food of the indigenous people. Men did the hunting with spears or nets as well as dams. Flocks of ducks, pelicans, black swans and other water birds trapped in the nets that they strung across the creeks. They made stronger nets and staked them out between trees. These were catching emus and kangaroos. The cords of these nets were as thick as your finger. To hide from animals they hinted, men made screens of branches woven with grass. They would creep up on the emus and kangaroos until they were close enough to speak to them. The men also made rods to snare waterbirds. For camouflage they put braches through the reeds. They snared them around the neck one by one. The current environmental issues that the Murray and the Amazon face are primarily caused by modern man. Some of the issues that the Murray faces include rising salt table, water pollution and decreased water flow. The Amazon also faces a major concern deforestation. These environmental factors have only surfaced since the areas have developed. Indigenous people were conservative and only took from the land what it could sustain. We can learn from these traditions and ensure that rivers remain a sustainable environment in the future. Bibliography: Encyclopaedia Deforestation of the Amazon Rainforest, {Online accessed 13 February 2014} URL:http://www.en.wikipedia.org/wiki/Deforestation_of_the_Amazon_Rainforest Impacts of Deforestation on the Amazon, {Online accessed 26 February 2014} URL:http://www.greenpeace.org/usa/en/news-andblogs/news/impacts-of-deforestation-on-the-Amazon The Achuar of Peru, {Online accessed 13 February 2014} URL:http://www.amazonwatch.org/work/achuar Murray River Aboriginals {Online accessed 26 February 2014} URL:http://www.murrayriver.com.au/about-the-murray/indigenous-culture/ [1] URL:http://en.wikipedia.org/wiki/Environmental_issues_of_the_Murray_River

Dulce et decorum est Pro patria mori means it is a sweet and glorious E

Dulce et decorum est Pro patria mori means it is a sweet and glorious thing to die for your country. It is a poem written by an officer Connotations Dulce et decorum est Pro patria mori means it is a sweet and glorious thing to die for your country. It is a poem written by an officer in the army in the world war one. The poem contains four stanza’s which all vary in their lengths. The first stanza is a description of a group of young soldiers retreating from the frontline. The lines are long which show how slow they are walking. The stanza focuses on the physical and psychological aspects of what it must be like to be in a war. The words that are used emphasise on this, haunting flares and also a sinister feeling. On the first line a simile is used as the poet refers to the young men to be ‘like’ old men. He also emasculates the men on the second line by calling them ‘hags’ which is a noun that compares them to old aged women who are in a very bad state. On the third line the adjective ‘haunting’ is used which adds a supernatural feeling to the poem. Following there is the word ‘flares’ which is ambiguous is it could symbolise an attack or it could mean flares as in the flames of fire. The word ‘backs’ is used also on that line as the soldiers maybe trying to get away from the bad that was happening behind them or maybe it was a war that was spreading as quick as a fire that is why the word ‘flares’ is used. The men marched asleep on the fifth line as they were exhausted and this exhaustion seemed to be trudging around with them while they’re in battle. Also on the same line, it says ‘many had lost their boots’, I think boots are a symbol of a man, this also could mean the men were emasculated an... ...eaks directly to the reader, showing they are both the same and they are both to blame. ‘Children’ is used on the next line as it shows they are still young, innocent, vulnerable and need protecting. On line 27 the word ‘Lie’ is used, the uppercase letter reinforces that the lie is not just a lie it is a large one. The words that come next in Italics is the actual title of the poem ‘Dulce et decorum est Pro patria mori’, these words are written in Italics to they stand out. They also conclude the irony of the poem, as irony has built up to this point during the poem by using horrific images and language. The last stanza is one which is contemplative and reflective. The poem has a universal message as it can be related to situations all over the world. The situations could be in the past, present or the future however the moral will always stay the same.

assessment strategies for day to day assessments

Appraisal can be defined as utilizing assorted methods to understand with deepness and lucidity the current cognition that a student possesses, runing from a simple observation to organize a instructor ‘s subjective sentiment ( formative appraisal ) , to a formal trial or scrutiny ( summational appraisal ) . The cognition of a pupil is perpetually altering and as a consequence, instructors are able to do formative or summational opinions on pupil accomplishment by comparing of their work utilizing a progressive program of work. Assessment, formative or summational, is used to measure a student ‘s class, promotion, mark group arrangement, teacher direction and entree to the course of study. Many critics believe that one signifier of appraisal ( summational or formative ) , may be at the disbursal of the other. An statement possibly to be addressed elsewhere! For the intents of this essay, it is persevering to presume that ; ‘The two signifiers of appraisal can be reciprocally supportive- formative appraisal supports the procedure of acquisition, summational appraisal measures the consequence ‘ ( Kyriacou, 2007, p247 ) . In the undermentioned, I will research the deduction of the usage of both formative and summational appraisal and its topographic point in instruction today, the function of appraisal in my placement school and will reason with some contemplation on the benefits and cavity falls of appraisal in instruction.The intent of appraisalAppraisal can be categorised as any technique or activity used to measure the public presentation of a student against specific larning outcomes set out for them by their school. â€Å" Appraisal for Learning is the procedure of seeking and construing grounds for usage by scholars and their instructors to make up one's mind where the scholars are in their acquisition, where they need to travel and how best to acquire at that place. † A ( Assessment Reform Group, 2002 ) Appraisal in instruction has seen a immense rise in popularity since the debut of the National Curriculum in 1988 for two grounds ; foremost it is the agencies by which authoritiess are able to mensurate the educational end product of any given school against other schools locally and nationally, with the outlook of raising educational criterions, and secondly, instructors have progressively realised the value of uninterrupted appraisal for informing them of and steering them in their instruction procedure. The most often used intents for appraisal are as follows: – To supply the instructor with feedback sing pupil advancement. This enables the instructor to see the effectivity of their instruction sing the student accomplishing their acquisition results. Particular misinterpretations or jobs may be highlighted as a consequence, leting for be aftering for remedial action or revised learning methods. To supply the student with instructional feedback. This enables the student to measure their criterion of work against a given standards or expected criterion. Using elaborate feedback, students may understand the outlooks on them from any given piece of work more clearly, and usage to rectify and better their work. To actuate students. Positive feedback can efficaciously excite motive. To supply a record of advancement. Regular appraisal enables the instructor and the school to maintain a decisive record of pupil attainment over a drawn-out period of clip, enabling the instructor to do specific opinions sing the student ‘s current and future educational demands. It is peculiarly helpful in placing peculiar jobs or troubles. A student ‘s record of advancement will be used when pass oning with co-workers and informing parents. It may besides assist a instructor to reevaluate their pedagogic methods when learning similar groups in the hereafter. To supply a statement of accurate attainment. By utilizing specific attainment standards, the student ‘s degree of attainment at any given clip can be assessed. To measure student ‘s preparedness for future acquisition. Students can be assessed against their preparedness to entree new countries of acquisition, whether they have any specific acquisition troubles or if they have efficaciously covered old larning necessary for the instructor to continue with a specific subject. Lack of understanding in this case would ask further planning for revised acquisition and readying by the instructor. To supply grounds of instructor and school effectivity. The appraisal of pupil accomplishment and record of their advancement gives an indicant of the success and effectivity of the instructor and the school. Data is used in local and national statistics which may impact the school ‘s popularity or support chances. ( Q1, Q10, Q11, Q12, Q13 )Summational AppraisalSummational Assessment identifies the criterion of attainment achieved at any given point in the school twelvemonth, although normally carried out at the terminal of a class of work or terminal of the school twelvemonth. Various ways of measuring acquisition, sometimes referred to as ‘multiple response manners ‘ can be used to derive grounds of student acquisition, for illustration tick sheets and portfolios, but the most good recognized illustration of summational testing is the high-profile Standard Attainment Tests ( SATs ) taken nationally at the terminal of Key Stage 1 and 2, and used by authoritiess to measure the educational end product of single schools and published in League Tables. The consequences indicate the degree ( below, on mark or above for their age ) a kid is working at, assessed against eight National Curriculum Target Levels which enables the school ( or feeder school ) to do programs for the kid ‘s future acquisition and schools to find if they are learning efficaciously, by the comparing of their whole-school and students ‘ public presentation against national consequences. ( Q12, Q13 )Formative Appraisal‘An appraisal activity can assist larning if it provides information to be used as feedback by instructors and their students in measuring themselves and each other, to modify the instruction and acquisition activities in which they are engaged. Such assessment becomes formative appraisal when the grounds is really used to accommodate the instruction to run into learning demands ‘ . ( Black et al, 2002, p2 ) Formative Assessment has gained a high profile in recent old ages following the debut of the National Curriculum and the publication of the Assessment Reform Groups ‘ ( ARG, 2002 ) sum-up of research which formed the footing for the 10 rules for Assessment for Learning ( AfL ) ( 2002 ) . Ongoing formative appraisal relies on the informal, synergistic and qualitative measuring of the appraisal of student larning during ordinary schoolroom activities. Teachers use a scope of schemes in different contexts and for different intents, whilst concentrating on how pupils learn. This attack enables instructors to rapidly place mistakes and misconceptions and advance effectual hereafter larning for their students utilizing regular, constructive and formative written and unwritten feedback with the intent of enabling students to do good advancement. Personalised and differentiated acquisition accessed via every twenty-four hours Assessment for Learning ( AfL ) , is linked inextricably with inclusive, Quality First ( National Strategies, 2010 ) Teaching and student acquisition, ‘the adept usage of appraisal patterns which complement and ease the trademarks of effectual instruction is indispensable ‘ ( Kyriacou, 2007, p106 ) and should be an built-in portion of every lesson. The impact of congratulations and positive feedback, whilst avoiding comparing with other students, can hold far making effects on the scholar ‘s battle, enthusiasm and assurance. By clearly sharing the acquisition aims ( what is to be learned ) and the acquisition results or success standards ( what the kids will be expected to make one time they have learned it ) , the instructor and student are so able to prosecute in the procedure of appraisal, utilizing schemes the instructor deems ‘fit for intent ‘ in the context of the lesson. Through observation and listening to garner intelligence ; oppugning and whole-class duologue ; giving unwritten and written feedback and planning for group talk, AfL enables the scholar be actively engage, to understand the quality of their work and how to better their acquisition. There is besides grounds that low attainers and pupils with specific larning demands or disablements peculiarly benefit from formative appraisal. ‘Learners need information and counsel in order to be after following stairss in their acquisition. Teachers should: nail the scholar ‘s strengths and rede on how to develop them ; be clear and constructive about any failings and how they might be addressed ; supply chances for scholars to better upon their work. ( Assessment Reform Group, 2002, p. 2 ) ( Q1, Q10, Q11, Q12, Q13, Q19, Q26b )Appraisal schemes for daily appraisal during the lessonQuestioning aˆ? Asking inquiries to measure kids ‘s get downing points, in order to measure attainment degree and plan/adapt acquisition and instruction activities consequently. aˆ? Asking a scope of inquiries, from actual to higher-order ( unfastened and closed inquiries ) , leting students ‘think clip ‘ which will promote a deeper apprehension of the inquiry posed. aˆ? Using talk spouses and guaranting all are engaged in replying inquiries. Using oppugning to prosecute in single and whole-class duologue. Detecting aˆ? Watching kids at their work, listening to their treatments leting for an appraisal of their acquisition as it is go oning. aˆ? Making planned observations of peculiar kids who may be holding troubles to back up their acquisition in the lesson.21-2004 G | A © Crown right of first publication 2004 Discoursing aˆ? Brief ad-lib treatments with kids if there have been any issues during a lesson. aˆ? Holding treatments with kids to measure their apprehension and to determine grounds for any misinterpretations or misconceptions and leting issues to be resolved within the lesson. aˆ? Holding informed treatments following up earlier appraisal, in order to discourse advancement, marks and any equal or ego appraisals that have been made. Using these to let planning for the following stairss in acquisition. Analyzing aˆ? Marking and measuring written work with the kids, leting for designation of any common mistakes or misconceptions. This will besides assist steer kids sing how they can better and advancement. aˆ? Discoursing with the kids their responses to the lesson ‘s undertakings, leting for designation of ability to rectify any mistakes and misconceptions. This will besides assist to measure their accomplishment against the acquisition aims, monitor their advancement and let treatment sing how they can better and the following stairss for them in their acquisition. Checking kids ‘s apprehension aˆ? Conducting callback trials with planned or self-generated inquiries to measure instantly with the kids their cognition and velocity of callback. aˆ? Reviewing what has been taught antecedently leting for both kids and instructors to place what might necessitate alteration and to steer the lesson and future planning. ( Q1, Q12, Q22, Q25a, 25b, 25c, 25d, Q26b )Self and peer appraisalSelf and peer appraisal are a agencies of heightening formative appraisal during which single, braces or little groups of kids identify the advancement that has been made in the lesson, what they still find ambitious and how to better through be aftering their following stairss in larning. By advancing the development of independent ego and peer appraisal and giving them ownership of their advancement, pupils learn to supervise and measure their ain acquisition schemes and accomplishments. Honesty in appraisal is non seen to be an issue as some might hold presumed, ‘pupils are by and large honorable and dependable in measuring both themselves and one another ; they can even be excessively difficult on themselves ‘ . ( Black & A ; Wiliams,1998, p7 ) . Crucially, ‘pupils can measure themselves merely when they have a sufficiently clear image of the marks that their acquisition is meant to achieve ‘ ( ibid, p7 ) . Sometimes the instructor may utilize appropriate illustrations of work to exemplify specific marks. Using shared purposes and planned marks, work can be reviewed with or without the instructor ‘s engagement and consequences recorded and used to make revised marks. Using student self rating techniques such as the ‘thumbs up/thumbs down ‘ technique, instructors may rapidly determine pupil understanding at any given point in a lesson. ( Q28 )Planning, feedback and prepTeachers, working alongside their co-workers, plan a strategy of work by planing sequences of related acquisition activities which have detailed and clear aims. Using the National Strategy programme of survey, as set out in the National Curriculum enchiridion ( 1999 ) , they will take into history the age and ability scope of their category. Using their secure course of study cognition and accurately assessed cognition of their students ‘ anterior accomplishment degrees utilizing AfL, they are able to be after for individualized acquisition and inclusion in their patterned advance of learning. This allows the instructor to present a lesson during which they will supervise students, supply accurate feedback, challenge all students and assist all scholars achieve. Feedback is most effectual when it is descriptive and linked to the acquisition objectives/success standards coupled with suggested larning patterned advance paths. Well planned prep has the added advantage of consolidating and edifice on anterior acquisition and working with the support of parents or carers. ( Q11, Q19, Q22, Q25a, 25b, 25c, 25d, Q26b ) The National Curriculum, Programme of Study, Level Descriptors and Attainment TargetEach topic in the course of study, at each Key Stage, has a programme of survey as set out in the National Curriculum Handbook ( 1999 ) which outlines the topic cognition to be covered at any given clip. Each topic has 8 attainment marks level forms or Attainment Focus ( AF ) Levels as set out in the National Strategies appraisal standards grids ( 2010 ) , for each attainment mark ( 2010 ) . These become increasingly more ambitious and have an extra degree for ‘exceptional public presentation ‘ for students with outstanding ability. These are used by instructors to supply the footing for doing an accurate opinion on the student ‘s public presentation by Measuring Pupil Progress ( APP ) and compared at all times against the degrees above and below to guarantee an accurate appraisal is recorded. Each degree description describes in some item the age-related outlooks of an mean student by puting out ‘the accomplishments and understanding that students of different abilities and adulthoods are expected to hold by the terminal of each cardinal phase ‘ ( The Education Act, 1996, subdivision 353a ) . ( Q11, Q22, Q26b, Q28 )Measuring Pupil Progress ( APP )In a move off from formal testing, APP was introduced as an alternate agencies of whole-school and student appraisal through SATs trials. A structured, on-going national attack to appraisal ( where the boundaries between formative and summational appraisal can film over ) , APP equips instructors ( and learning helpers ) to track and do judgements on students ‘ advancement. Through uninterrupted appraisal utilizing AfL, the digest of a elaborate and individualized profile for each kid is built utilizing the AF Levels appraisal guideline grids. These records allow instructors to understand their students ‘ acquisition demands, and place any spreads in their instruction that may hold arisen, and so leting for future acquisition to be planned consequently which in bend will back up schools in raising criterions of accomplishment. APP is most effectual when it draws on a wide scope of grounds that shows what students can make independently and is in peculiar really effectual when measuring students with English as a 2nd linguistic communication. ( Q11, Q13, Q19, Q26b ) ,Appraisal demandsIt is a school ‘s statutory duty through APP to measure all students against 1999 Programme of Study and Attainment Targets, as stated by the Qualifications and Curriculum Development Agency ( QCDA ) and adhering to the standards set out in the National Curriculum, with the intents of estimating all kids locally and nationally against the Government set established nati onal marks ( degrees and bomber degrees ) in their acquisition patterned advance through their school life. The information is collected locally and nationally to determine the overall public presentation of a school in conformity with the expected degrees of accomplishment for their age. A secure cognition of the national appraisal demands will assist instructors plan their lessons and fix scholars good for public scrutinies and makings. ( Q11 )Tracking and BenchmarkingThe school may implement its ain trailing system. Teachers sporadically review aggregations of students ‘ work, frequently in coaction with co-workers, to construct a record of their accomplishments and leting for an appraisal of the overall national course of study degree the kid is working at. Children are rated ‘low ‘ , ‘secure ‘ or high within each national course of study degree. Benchmarking is the term given to the procedure of mensurating criterions of existent public presentation against those achieved by others with loosely similar features, designation of best pattern and the chance to larn from those better executing schools can be identified, to raise the criterions of accomplishment of a school and originate more informed whole-school and student mark puting. ( Q13 )Appraisal in Berridge Junior SchoolAt the terminal of each cardinal phase, Berridge submits their teacher appraisal informations consequences of the national course of study appraisals to their Local Authority ( LA ) and to the authorities. The entry of these, including P graduated table informations via an Assessment of Reporting Arrangement ( ARA ) or a Teacher Assessment of Reporting Arrangement ( TARA ) ( QCDA 2010 ) at KS3 is a statutory demand. APP has late been introduced and rolled out across the whole school after instructor and TA preparation from February of this twelvemonth. U sing strict appraisal informations to track student advancement, and curricular marks, based on the aims in the Primary Framework for learning ( 2010 ) which are logged via the School Information Management System ( SIMS ) ( 2010 ) system, Berridge is able to place countries for whole-school betterment. An Annual Performance Review ( APR ) allows for in- depth analysis of advancement. Since take parting in the Local Authority ‘s School Improvement Partner ( SIP ) Programme ( 2007 ) the school has consolidated and enhanced their monitoring and rating. Although, due to the demographics of the school and high proportion of EAL students, course of study degrees are lower than the national norm. However the school ‘s ‘contextual value added ‘ ( CVA ) mark, which statistically assesses how effectual the school is through mensurating pupil advancement and trial and scrutiny consequences, indicates that the school is executing highly good. Introduced in 2007, the age -related course of study marks have been used to piece a school development program and the benefits are already highly clear. All students are tested and assessed, prior to aim grouping for English and Maths in KS2. Parents are informed of pupil advancement via termly parents ‘ eventides, reading journals and one-year written studies.DecisionIn decision the above treatment has demonstrated the cardinal characteristics of appraisal and reflected on the deductions of formative and summational appraisal in schools today. I have demonstrated how AfL, APP, ego and peer appraisal, planning, benchmarking, tracking and assessment demands impact on a instructor ‘s function in school and crucially her duty towards her students ‘ acquisition success through secure course of study cognition, effectual teaching method, planning and modified be aftering to run into any given success standards within the National Curriculum. For me, the strengths in assessment prevarication in schools being able to place advancement and more crucially, countries for betterment, rapidly and briefly as I have seen to great consequence in my arrangement school where the AF Levels are accessed via ‘I can ‘ statements for child user-friendliness and lucidity. AfL is seen by many as a tool for educational reform and addresses the supposed ruins of the SATs trials. Using elaborate descriptions of state of affairss or public presentation, appraisal can nevertheless be subjective, but in the custodies of an experient instructor it can be an highly valuable tool. The failings in appraisal in my sentiment prevarication steadfastly at the pess of the controversial SATs and League Tables and the force per unit area they place on schools to execute, and although my placement school boycotted the Year 6 SATs trials last twelvemonth, they opt to take ‘optional ‘ Saturday trials at the terminal of every school twelvemonth in old ages 3,4 and 5 in an effort to fix their students good for the inevitable. It could be argued that the increased burden put on regulated formalised proving within the school course of study has led to a failure to measure important larning results and led to pupils non being given the chance to pattern their higher-order thought accomplishments. Of class, the inquiry remains, in the visible radiation of recent authorities alteration, the deductions on instructors ‘ prioritisation of curricular coverage and their clip when prolonging a system which runs both SATs testing and APP at the same time.

A Summary of Geomorphology and Its Processes

A Summary of Geomorphology and Its Processes Geomorphology is defined as the science of landforms with an emphasis on their origin, evolution, form, and distribution across the physical landscape. An understanding of geomorphology and its processes is therefore essential to the understanding of physical geography. History of Geomorphology Although the study of geomorphology has been around since ancient times, the first official geomorphologic model was proposed between 1884 and 1899 by the American geographer, William Morris Davis. His geomorphic cycle model was inspired by theories of uniformitarianism and attempted to theorize the development of various landform features. Daviss geomorphic cycle model says that a landscape undergoes a preliminary uplift that is paired with erosion (the removal or wearing down) of materials in that uplifted landscape. Within the same landscape, precipitation causes streams to flow more rapidly. As they grow their power then cuts into the grounds surface both at the start of the stream and lower down the stream. This creates the stream channels present in many landscapes. This model also says that the slope angle of the land is gradually reduced and the ridges and divides present in certain landscapes become rounded over time because of erosion. The cause of this erosion is not however limited to water as in the stream example. Finally, according to Daviss model, over time such erosion occurs in cycles and a landscape eventually morphs into an old erosional surface. Daviss theory was important in launching the field of geomorphology and was innovative at its time as it was a new attempt to explain physical landform features. Today, however, it is not usually used as a model because the processes he described are not so systematic in the real world and it failed to take into account the processes being observed in later geomorphic studies. Since Daviss model, several alternative attempts have been made to explain landform processes. Walther Penck, an Austrian geographer, developed a model in the 1920s for example, that looked at ratios of uplift and erosion. It did not take hold though because it could not explain all landform features. Geomorphologic Processes Today, the study of geomorphology is broken down into the study of various geomorphologic processes. Most of these processes are considered to be interconnected and are easily observed and measured with modern technology. In addition, the individual processes are considered to be either erosional, depositional, or both. An erosional process involves the wearing down of the earth’s surface by wind, water, and/or ice. A depositional process is the laying down of material that has been eroded by wind, water, and/or ice. The geomorphologic processes are as follows: Fluvial Fluvial geomorphologic processes are those related to rivers and streams. The flowing water found here is important in shaping the landscape in two ways. First, the power of the water moving across a landscape cuts and erodes its channel. As it does this, the river shapes its landscape by growing in size, meandering across the landscape, and sometimes merging with other rivers forming a network of braided rivers. The paths rivers take depend on the topology of the area and the underlying geology or rock structure found where its moving. In addition, as the river carves its landscape it carries the sediment it erodes as it flows. This gives it more power to erode as there is more friction in the moving water, but it also deposits this material when it floods or flows out of mountains onto an open plain in the case of an alluvial fan (image). Mass Movement The mass movement process, also sometimes called mass wasting, occurs when soil and rock moves down a slope under the force of gravity. The movement of the material is called creeping, slides, flows, topples, and falls. Each of these is dependent on the speed of movement and composition of the material moving. This process is both erosional and depositional. Glacial Glaciers are one of the most significant agents of landscape change simply because of their sheer size and power as they move across an area. They are erosional forces because their ice carves the ground beneath them and on the sides in the case of a valley glacier which results in a U-shaped valley. Glaciers are also depositional because their movement pushes rocks and other debris into new areas. The sediment created by the grinding down of rocks by glaciers is called glacial rock flour. As glaciers melt, they also drop their debris creating features like eskers and moraines. Weathering Weathering is an erosional process that involves the chemical break down of rock (such as limestone) and the mechanical wearing down of rock by a plant’s roots growing and pushing through it, ice expanding in its cracks, and abrasion from sediment pushed by wind and water. Weathering can, for example, result in rock falls and eroded rock like those found in Arches National Park, Utah. Geomorphology and Geography One of the most popular divisions of geography is physical geography. By studying geomorphology and its processes, one can gain significant insight into the formation of the various structures found in landscapes worldwide, which can then be used as a background for studying the many aspects of physical geography.

Could Have and Would Have

Could Have and Would Have Could Have and Would Have Could Have and Would Have By Maeve Maddox Rita Levin asks: Can you please explain the difference between could had/could have and would had/would have. To begin with, the combinations could had and would had are impossibilities in standard English. It was with great dismay that I found the following utterances (and many more like them) on the web: If I had been killed she would had to carry a dark burden of remorse If Greece and Greeks would had been converted to islam would Greece had the problems of debt currently? Encore could had been a masterpiece If you could had $100 GC at Amazon, which cans for Rock music would you get? The combination could have is always followed by a past participle. NOTE: This discussion is limited to the use of have and had with could and would. Here are some uses of could have and would have. Someone was capable of doing something, but out of choice or necessity, was unable to do so: I could have been a contender. If I could have seen the stage, I would have told you who was playing. Something unfortunate was a possible outcome of some act: You could have killed us all, driving like that. The speaker is being critical: You could have opened the door when you saw what I was carrying. The speaker is speculating: Why isnt he here yet? He could have been caught in traffic. How did she find out? James could have told her. Note: could can be used to express speculation without the use of have: He could be stuck in traffic. Those strange neighbors could be space aliens. The phrase would have is also followed by the past participle form of the verb. It is used in the main clause of a sentence that contains an if clause: If I had known you were coming, I would have baked a cake. If they had been thinking straight, they would not have gone to the party. I would have reached my destination earlier if I hadnt lost my way. Here are the incorrect examples rewritten: If I had been killed, she would have had to carry a dark burden of remorse If Greece and the Greeks had been converted to Islamwould Greece have the current problems of debt? Encore could have been a masterpiece If you could have $100 GC at Amazon Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Grammar category, check our popular posts, or choose a related post below:How to Structure A Story: The Eight-Point Arc7 Patterns of Sentence Structure8 Great Podcasts for Writers and Book Authors