Microsoft Office Essay

Each employee could have a standard hourly rate between $10.00 and $30.00 per hour. †¢ Each employee qualifies to earn overtime at a rate of 1.5 of his or her hourly rate for every hour greater than 40 hours. †¢ Each employee will have a standard 7.65% deduction for social security †¢ Each employee will have a standard 14.00% deduction for Federal Taxes †¢ Each employee will have a standard 5.33% deduction for State Taxes Explain how you will structure and format your worksheet, including titles, column headings, and formulas to calculate payroll variables for each employee to determine â€Å"Net Pay† including and not limited to Total Hours, Gross Pay, Social Security Tax, Federal Withholding Tax, and Sate Withholding Tax. In addition, determine how you would extract overtime hours from a calculated value of â€Å"Total Hours† using a conditional formula. In addition, your supervisor will need this weekly payroll report on a weekly basis and instructed you to keep the payroll history of all weeks within â€Å"1† workbook but has allowed you to decide if you would rather keep the payroll running on one worksheet or by assigning a new worksheet for each week. Using your knowledge learned in this class, descriptively explain whether you would keep all weekly payrolls in one worksheet or assigned to new worksheets by week. Defend your reasoning’s on the approach your take based on what you have learned in this course. (Points : 40) The creation of the Weekly Payroll Workbook Since this is a weekly payroll for construction workers, the computation for Excel will be on a weekly basis. Here are the insights as to how to create the Payroll workbook. Using a separate worksheet, like Sheet1, you need to indicate the Week Number in the sheet. This represents which week in the calendar the payroll is computer. Normally we have 52 weeks in one year so Week Number can be Week 1, Week 2, †¦ Week 52. In this same sheet, enter the names of the 15 employees in the first Column, starting from cell A4 to provide enough cells for heading. You can add and delete rows after this. In cell A1, enter your company name. In cell A2, enter Week No.: 1 for the first week. In cell A3, enter â€Å"Employees† or Employee Names† which will serve as the heading of the table. In cell A4 through A18, enter the names of the employees. For the cell B3 to F3, enter the 5 working days of the week. For G3, enter â€Å"Total Hours Worked†. Now Merge & Center the range B2:F2 and then enter the heading title â€Å"Daily Hours Worked† Now all headings are done and we proceed to entering the formula to compute the total hours each employee had worked. For cell G4, enter the formula =SUM(B4:F4). Then drag to copy this formula up to G18 for the last employee. For I3 enter the heading â€Å"Hourly Rate†. For J3 enter Overtime Rate. Enter the formula for overtime as =I4*1.5 since it will be 1.5 of the regular hourly rate. Column K will be the Hourly Pay and the formula shall be =IF(G4>40,40*I4,G4*I4). This means that if the total hours is greater than 40, it will compute only for 40 hours since the remainder will be an overtime. If it is less than 40, it will compute the actual number of hours multiplied by the rate. Column L is for Overtime Pay and the formula is =IF(G4>40,(G4-40)*J4,0). This means that the computation is done this way: If total is greater than 40, then you subtract the total with 40 and the remainder will be the overtime hours. This will be multiplied by the overtime rate. If it is less than or equal to 40, overtime is set to 0. Column M is for Gross pay and it is the total of Hourly Pay and the Overtime Pay. For the deductions, use columns N, O and P for Social Security, Federal Taxes and State Taxes respectively. The formulas will be: Social Security => =M4*7.65% (Gross Pay times 7.65%) Federal Taxes => =M4*14% (Gross Pay times 14%) State Taxes => =M4*5.33% (Gross Pay times 5.33%) For the total deductions use column Q and the formula shall be =SUM(N4:P4) as the sum of all deductions columns. The NET Pay is Gross Pay – Total Deductions and it can be in column R. Also, it is better to use ONE sheet per weekly payroll so that it will be organized better. You can also easily export sheets to other workbooks in the future if the Excel file gets too bloated after long period of use and the accumulated data in it. 2. (TCO 3) You currently work for an automotive parts supply store. Your company is growing and is considering expansion. The company currently has three locations (North, South, and Central) in one state. Each parts supply store carries inventory in four categories. You have been presented with the sales figures for the last three years for each location and inventory category by store. Based on this information, you’re tasked with analyzing current sales for each store by category and overall total sales by store  and category. Note: This is a four part question. 1.) Explain your approach to setting up your worksheets and organizing the data. 2.) Explain how you will visually represent the data for the total sales of the individual inventory categories for each location for the time periods shown. 3.) Explain how you will visually represent the consolidated data for the sales of all stores and all inventory categories for all time periods in one chart or graph. 4.) Once you have finished the above tasks, you plan to send the Excel workbook to your manager for evaluation. Your manger is presenting your findings to the Board of Directors for justification for additional capital expenditures. The visually representations need to be concise and clear by able to support the requested expenditures. Explain how you would use the integration features of MS Office to incorporate the Excel information into other presentation media. (Points : 40) For the automotive part: 1) Explain how you will visually represent the data for the total sales of the individual inventory categories for each location for the time periods shown. The data can be represented by an Excel chart. Just use the total sales against the corresponding categories compared with the data on store locations. 2) Once you ahve finished the above tasks, you plan to send the Excel workbook to your manager for evaluation. Your manager is presenting your findings to the Board of Directors for justification for additional capital expenditures. The visually representations need to be concise and clear by able to support the requested expenditures. Explain how you would use the integration features of MS Office to incorporate the Excel information into other presentation media. This is easily done by integrating the actual Excel table or range in the PowerPoint presentation. Even better yet, you can â€Å"embed† an Excel chart with live data in the presentation itself. This is a good approach so that the data in the presentation will change when the data in the actual embedded Excel file changes. Look the EXCEL FILE 3. (TCO 4) You are given a spreadsheet with daily sales numbers ordered by date from January 1st to December 31st. You have been tasked with finding the average sales of each month, then to reorder the months so they are listed in order from highest to lowest average sales. Give a step-by-step explanation of how you will rearrange the data so you can analyze the best and worst months. Note: This is a one part question. (Points : 40) For this question, suppose the sales and dates are listed by rows so that January 1st to December 31st are the row labels. A pivot table will help in this task. I will create a pivot table of the data; put the Order dates in row labels and the Average of Sales in Values. Then, I will right click on the dates, select group, and then select groupings by month. This should create a table of Monthly Average sales. Next, I will click the dropdown box under row labels, click More Sort Options, and choose Descending Order by Average of Sales. From here on, I can analyze the best and worst months and make preparations in the following year. 4. (TCO 5) You’ve just joined the staff of the XYZ Manufacturing Company (XYZ, for short). XYZ manufactures only one product, the gizmo. It comes in two sizes, the mini-gizmo and the magna-gizmo. Both are difficult to manufacture, and consequently, the company closely monitors rejected units. The company has three locations, each of which produces both the mini and the magna-gizmos. You are automating the weekly production reports so that you can easily calculate total production for the entire company each week. The mini-gizmo is priced at $3.25 per unit. The magna-gizmo is priced at $7.00 per unit. The unit cost for a reject mini-gizmo is $1.75. The cost for a reject magna-gizmo is $3.50. Respond fully to the following questions regarding this task: Note: This is a two part question. 1.) The managers will e-mail their weekly reports to you on Monday of the following week. You will then produce the summary report. Explain the process for doing this. Give a sample formula to total the number of mini-gizmos produced by the entire company in a week. 2.) Each week, you will present the combined report to your boss, who wants to see both the summary and the individual sheets for each location. You want to add a header with the date and your name to each page. What is the easiest way to do this? Explain the process. (Points : 40) First, I will consolidate the worksheets into one workbook by doing Home-Cells-Format-Move or Copy sheet. Now, for this data, I will expect the columns to be separated, with labels proper mini-gizmo, proper magna-gizmo, rejected mini-gizmo, rejected magna-gizmo, and row labels of days in the week. After that, I will sum all of the column data below, so I will arrive at the sum of all proper and reject gizmos. Suppose the proper mini-gizmos are in column B and rejected mini-gizmos are in column D, then a sample formula to total all the mini-gizmos produced in a week would be Sum(B2:B8,D2:D8). This is already located in the Summary worksheet, after consolidating the data from four locations. This is assuming that the data is given per week, divided into 7 days. I will do the same for the magna-gismos. Afterwards, just below the Sums, I will put another row labeled Revenue. Then I will multiply the Sums by the respective prices, 3.25 for the proper mini-gizmo, 7.00 for the proper magna-gizmo, 1.75 for  the rejected mini-gizmo, and 3.50 for the rejected magna-gizmo. 5. (TCO 9) You have been tasked with analyzing an extremely large amount of data and to ultimately produce a report to share with the board of directors. The data is currently in a text file and has over two thousand records of data. Explain how you would use Excel to analyze this data and organize it to prepare a written report. Be very specific on the variety of tools you would use and the steps you would go through to analyze the data and to ultimately prepare a detailed report with recommendations. Since the data is in text file, I have to open Excel first. Then, I will go to File-Open, and then choose All Files. I can now open the text file in Excel. Upon opening, a Text Import Wizard will appear. I can choose Delimited or Fixed width, depending on the data. Click next, then I can choose my own delimiters if it is Delimited. I can also click anywhere on the preview box to separate the data to my liking. After that, I can designate their Text Formats. After clicking finish, I have a whole data of text file in Excel. Since it came from a text file, there may be formatting issues. For example, I will click all the numbers in the data, then Find and Replace spaces with nothing so that the numbers are not in General Format but in Number Format. I will also spellcheck the whole worksheet for grammar and spelling errors. After all this is done, I can now start with the analysis. There are lots of things I can do from summing the data to averaging them to creating pivot tables and even pivot charts. In charts, I can choose to add trend lines and data tables for the charts to be more detailed. After all the analysis is done, I will prepare a written report in MS Office by copy pasting the charts (the visual representations of the analysis) and explaining and interpreting them afterwards. Then, I can provide conclusions and recommendations to complete the analysis.

Literacy & Numeracy Difficulties

As stated by Robinson (Foreman, P. 2008), Difficulties with Literacy and Numeracy affect and influence all aspects of school achievement. It is the largest disability in the community. Literacy and Numeracy problems are not always visible. Intervention is needed earlier to ensure the learning gap is not enhanced. Children with learning difficulties need to be identified in the foundation years to enable early intervention. Learning difficulties in Literacy and Numeracy leads to a downward learning cycle; as a lack of achievement causes a lack of motivation and confidence, which causes a further lack of achievement (Hunter-Carsch 2001). Teachers need to recognise and respond by tailoring instruction to the student’s interests, put in the time to motivate students to read, by developing the student’s confidence and commitment. Teachers need to understand how students feel and how to support them. The interactive model approach is becoming increasingly accepted, as it uses both the whole word/stories and letter-sound association in learning to read. This enables all students to learn reading strategies in the learning environment, with the effective intervention using phonological, semantic and syntactic cues. Literacy difficulties affect numeracy learning. Students need to learn basic mathematics for sufficient skills to survive in daily living. This is an essential component of the NCLB Act. Students must understand the language and concepts of mathematics, along with the processes of basic problem solving. Mathematics requires a detailed word-by-word approach, (Henderson 2001;Jitendra et al. 1998), to ensure a student builds an understanding of basic mathematical language and concepts. To achieve the understanding of basic mathematics language and concepts emphasis needs to be placed on doing things that relate to the students life and everyday activities, using concrete materials that reflect this. Students with learning difficulties have memory deficits which impair their ability to memorise information, therefore instruction should focus on the ‘figuring out the number facts’ (Ginsburge 1997). Early intervention can also come from parental input using resources such as ‘Tool kits for Parents’. Students need to see that tasks are meaningful and be able to be confident to complete tasks. To do this activities and resources used are to be specific to the students’ needs and interests and be clearly demonstrated to them. Identifying materials and resources to their local community would enable this. This is backed by McMillan (2011) and Rief, S. F & Heimburge, J. A. (2006) Ch. 3 Understanding and Reaching Special Populations of Students. Reference list Carnellor, Y (2004) Teaching Mathematics to Children with Learning Disabilities, Encouraging Mathematical Success to Children with Learning Difficulties, 2004. Ch. 1 pp. 1-10. Social Science Press, Australia. McMillan, J (2011) Classroom Assessment – Principles and Practice for Effective Standards-Based Instruction, 5th Ed, Boston, M. A: Pearson. Rief, S. F & Heimburghe, J. A, (2006). How to reach and teach all children in the inclusive classroom (2nd Ed. ). San Francisco: Wiley. Pp. 36-40. Robinson ‘Understanding Literacy and Numeracy’ Ch. 7, pp. 247-254; 285-289. Foreman, P. (2008) Inclusion in action. Cengage Learning. Robinson ‘Developing Literacy and Numeracy Skills’ Ch. 8, pp. 303-308. Foreman, P. (2008) Inclusion in action. Cengage Learning.

1.Define international business imperative and highlight the impact…

1.Define international business imperative and highlight the impact It means doing business activities or trade with one or more than different countries outside the country boundary or geographical area. It means commercial private transaction and government organization in term of sales investment and logistics. International business lead different parties for their own motives either for profit or any political reason to under take all business activities including import and export crossing borders in goods, services and economical resources Which consists capital, skills and social political reasons. International trade has a vital role to seek for materials and parts also for international opportunities for the demand of several thing and economic resources which consists of capital, skills, people to give responsibilities for the production of physical goods. Now a days international economy business has some other importance like to enhance to political relationship with other countries like EEC. Although the world wide market has explained greatly to some extent which made the possible with other countries of the world due to the globalize economy of the world. Business transaction like finance, banking, insurance, these are the main keys sectors for varies countries where international has liked with other countries to trade on permanent basis. Forty years ago international trade was very difficult between the countries by the reasons of political, communication, and social and cultural restrictions. Creation of European Economic Community (EEC) it tried to open trade barrier between the twenty three countries who participate actively in economy growth of the EEC and free trade among the members of EU. United Kingdome as the member of the EU has developed business with several countries like China, India, Sri lanka only few shortlist to WU where there is no barrier in the members. UK imports and exports the goods and services from other countries which are not the members of the EEC. International organization is ve ry important for the local economy. We have multinational enterprises where the customers have a lot of varieties of their own choice. Competition on various channel of production have modern approach to meet the requirements in more than one country. We have a number of foreign businesses throughout the countries such as, McDonald, Kentuky, and Nado. We have a range of foreign fast food business in different sectors. International business is impartial and has give the consumers more choice to get access of multiple goods. On the other hand some counties have limited international business because of government restriction to protect the home country’s market to protect job of the citizen. Sometimes home business is disappeared due to the arrival of foreign investors. Thus protection of local business is important to secure jobs an investment political measures are essential to enhance the production of the local industry. 2. Explain what strategic Alliances. Meaning of stra tegic Alliance. Discuss the potential benefits of strategic Alliances. Advantages and disadvantages. A strategic alliance is acquiring to or more parties into a relationship to meet a business need. It might be with in the local market or at international level. Distribute different resources. The partners get both support and collaboration. This organization is proved to be beneficial.

The Unreported Facts about Building Seven Essay Example | Topics and Well Written Essays - 500 words

The Unreported Facts about Building Seven - Essay Example In the mainstream news it was cited that this building had been burning shortly after the planes hit the Twin Towers. As such, the collapse is attributed to the structural damage from the collapsing towers coupled with the prolonged fire which affected the fuel stores for emergency generators (Glanz). In addition, the United States government published a report that aims to clarify the issue pertaining to the collapse of Building 7 despite the fact that it was not hit by hijacked airliners unlike the two ill-fated towers. According to the published report, there were no known casualties due to the collapse. Furthermore, it concurs with the mainstream news that the collapse is primarily due to the fire rather than any impact damage from the collapsing towers. However, the report admits that prior to the 9/11 tragedy, there is minimal record of fire-induced collapse of large fire-protected steel buildings. Apart from this, the report also mentions that the study conducted regarding the structural design and construction features of Building 7 needs to be confirmed by further studies and analysis (Gilsanz, DePaola, Marion & Nelson). Due to some disconcerting observations with regard to the collapse of Building 7, some have formulated

Program Budget Coursework Example | Topics and Well Written Essays - 750 words

Program Budget - Coursework Example The mission of the waste recycling unit is to be the leader in reducing the amount of waste that is disposed of in our landfill and other waste disposal facilities and to ensure that the environmental effects of waste disposal, treatment and storage are minimized. The mission of the waste treatment unit is to treat hazardous industrial and chemical waste in a way that is not harmful to the environment and in accordance with regulations. The waste treatment unit also seeks to ensure that employees are properly trained and compensated to carry out their functions efficiently and effectively. The mission of the waste disposal unit is to be a leader in ensuring the safe disposal of solid and liquid industrial and domestic waste in such a way that the all environmental laws and regulations are adhered to. The budget for the three service units is presented in a tabular format below in the Appendix. It shows the amount spent on employing people to carry out the duties mentioned. The budget shows that of the total projected expenditure of $1,922,000 budgeted, 23.52% will be spent on waste recycling service, 29.04% on waste treatment service and 47.44% on waste disposal service. In order to ensure quality service it is important to have measures for assessing performance. In assessing performance measures for each service, it is necessary to consideration the achievement of their goals. Therefore, the measures will be based on measurable goals and objectives. Performance measures for each department are as follows. The measurable goals of the recycling unit are to realize a profit margin of 40% and to increase revenue by 20% per year. These measures will determine if the service unit has achieved its measurable goals. Repeat customers can also be used to determine service quality as well as prompt request for service. The achievement of the units vision of reducing GHG’s from recyclable waste is possible. The measurable goals of the waste

Lakshmi Mittal and the Growth of Mittal Steel Assignment

Lakshmi Mittal and the Growth of Mittal Steel - Assignment Example This paper discusses the consistent growth of Lakshmi Mittal and all the issues it met, including in the final stages before merging with Arcelor. The strategy it undertook concerning foreign direct investment (merging and acquisition) undoubtedly enabled it reach greater heights. Arcelor Mittal Steel Company is a company that was started as a result of a merger between two steel companies namely Mittal Steel and Arcelor. The origin of the company was in India with Mittal being started in the early 1970s. The company, just like any other investment, faced some key issues and challenges as it developed. However, all these challenges have to be overcome by identifying available opportunities and making use of them. Competition in India was very stiff leading to limited growth opportunities. The main competition came from state and the privately owned companies. This led to the decision of Mittal to expand its borders to other countries, beginning with Indonesia. It is evident that Mittal in its foreign direct investment chose to use the method of merger and acquisition, rather than Greenfield investment. This is so because the merger method offers a lot of advantages. The local companies to be merged to or acquired are already conversant with the local customs and the institutions associated to the acquired firms. Furthermore, there is an advantage of easy access and relations with distribution systems. Mittal company only had to make improvements on what the merged firms had done, so as to establish itself in a competitive position and eliminate the potential competitors. Marinescu and Constantin (2008) say that â€Å"from financial point of view, the acquisition necessitates a smaller initi al investment. Capital is injected step by step, leading to lower market risk as opposed to a Greenfield† (n.p.). In as many countries that Mittal developed, there are a lot of advantages that are achieved by the host nations. Apart

Ender's Game Research Paper Example | Topics and Well Written Essays - 1750 words - 1

Ender's Game - Research Paper Example While at the Battle School, these children are trained in the art of battle via increasingly tough games. These games include ones that are performed in zero gravity in the Battle Room. This is where the tactical genius of Ender is discovered. According to the book, humanity started to examine the solar system and comprehend interplanetary spaceflight sometime in the near future. During this assessment, they came across an alien species referred to as the Formics, offensively named buggers because of their insect-like features (Elaine 7). These creatures attacked human beings and members of these two species entered into a battle. In spite of political disagreements between the three ruling parties, the Strategos, Polemarch, and Hegemon, a peace was developed and an International Fleet created to deal with the Formics. In anticipation for the return of the buggers, the International Fleet developed the Battle School. This was a program meant to ascertain children of brightest and bes t tactical brains and place them in thorough training to help deal with the Formic concern once and for all (â€Å"Introduction†. Enders Game 26). This paper will analyze and interpret why Ender behaves as he does in the novel by looking at the events or conditions that made him the person he is in the novel. Ender’s game highlights the story of Ender Wiggin. This is a young boy who is taken to the Battle School which is situated in the orbit above the earth. This training institution is created to make the young children become combatants that will fight against the buggers in the future. Ender goes to the training institution, trying his level best to advance in the harsh training program. On the other hand, his sister and brother are attempting to fix the earth and make it a better place. The training is difficult for Ender. Nonetheless, Ender is given an extremely talented instructor, who assists him in becoming a commander who will ultimately

Business decision making Essay Example | Topics and Well Written Essays - 1250 words

Business decision making - Essay Example taff training on principles and techniques of table service, table setting, buffet services, styles of services and other arrangements that even includes enabling their staff to classify characteristics of spirits, wines and beer on their beverages, they have discovered that though customers are satisfied with the service, they do not have loyal clients or clients that go back primarily because they are satisfied with the correct care that they get. Customer service (also know as client service) is the provision of service to customers before, during and after a purchase (Wikipedia, the free encyclopedia). In the case of Rostos Tavern, customer service meant letting the clients recognize the superiority and the high value that they maintain on space and quality including the meticulous details to all their services. In a nutshell what management is doing is proving to the customer that they are indeed first class. However, the likelihood that customer go there out of curiosity only, or merely to find out if this is so, should not be discounted. Or the chance that a repeat customer bringing along some friends is an attestation that these are indeed loyal customers, might be an obscure interpretation because they might just want to substantiate what they tell their friends about the place. Our study is to find out how to make clients come back not primarily because of the ambiance and the meticulous attendance to details (for that is what is expected from any so called first class restaurants), but because they are so attached to it from the satisfaction they get every time they visit the place. This has indeed a very strong influence to customer service supporters, using them to train especially their frontline representative. But, however useful it may serve, service in not just about how an individual representative reacts to an individual customer; it’s about how the company as a whole reacts to its customers (Traci Entel, Sarah Grayson, Nathan Huttner;

An Analysis of Dear Mama by Tupac Shakur Research Paper

An Analysis of Dear Mama by Tupac Shakur - Research Paper Example Many movements like the Black Panthers Party had recognized the rise of racism in American society during the seventies but could not do much during the eighties when it was finally dissolved. Afeni Shakur was a part of this party. People who were born into the eighties were thus born into an environment of hatred that Tupac speaks of in his song when he says,Though back at the time, I never thought I'd see her face Ain't a woman alive that could take my mama's place Suspended from school; and scared to go home, I was a fool with the big boys, breaking all the rules I shed tears with my baby sister (Shakur). In these lyrics, there is an understanding of the fact that the poverty and hardships that were faced were not a reflection merely of class but also of race. An understanding of the hardships that were faced by African Americans in the eighties is clearly outlined in these lines when one takes the context of the song into account. A historical analysis of the song would thus, lead one to believe in the importance of the song that speaks of the poverty that people of a certain race had to suffer and the hardships that they had to undergo as a result of the discrimination that they had to face. The analysis of history would lead one to believe that the destructive potential that racism had in the United States of America was channelized into creating the songs that Tupac did. His songs were an exposition of the racist mentalities that were prevalent in the minds of people in the eighties. Tupac is aware of his personal position within the historical times that he was a part of. The pe rsonal dedication of the song to his mother is a proof of the fact that the song owes its existence to the personal experiences that Tupac went through as a child. The song incorporates the problems that the poverty of the African Americans could lead them to. Poverty in many cases also coincided with the use of drugs and other substances that were banned. Afeni Shakur was addicted to crack and this is referred to in Tupac’s song. When he says that despite the fact that his mother was a â€Å"crack fiend†, she â€Å"always was a black queen† (Shakur), he means to understand the troubles that she went through and also the paths that she took to avoid those troubles. The anger that Tupac feels towards the society for making him and his mother face hardships because of their skin color comes through in Dear Mama. The importance of this lies in the fact that current policy decisions may be able to gain from rap music like the one that Tupac produced. Writers like Ro nald J. Stephens and Earl Wright II talk of the possibility of using songs such as Dear Mama as a â€Å"qualitative data source† (Stephens and Wright). The personal experiences of Tupac find mention in Dear Mama and these can be used to analyze the conditions that have shaped race relations in the America of today. The song also reveals the conditions of struggle that were to be endured by black women in urban areas of America during the eighties. In this song, Tupac talks about the problems that had to be faced by his mother as representative of the problems.

The Value of HRM to Business Organisations Essay Example for Free

The Value of HRM to Business Organisations Essay This essay will evaluate the literature available on the value of the selection method of personality tests to business organisations. These tests measure individual’s responses to what are usually fixed choice questions to uncover characteristics that have important implications for their job performance (Beardwell and Claydon, 2007). Personality tests were first reviewed in a personnel selection context in 1965 (Guion and Gottier, 1965) but it is only recently that they have become popular with around 30% of companies using them (Heller, 2005), particularly for candidates applying for managerial and graduate jobs within the top companies in the UK (Faulder, 2005; Newell, 2005: 133). However, despite their popularity there is still continuing controversy in debates surrounding this selection method. These debates will be explored alongside identifying relevant concepts such as the validity and reliability of personality tests which have implications for their value to business organisations. Although there are many debates surrounding personality tests they can be broadly grouped into four main areas (Taylor, 2005). The first of these debates concerns whether and to what extent it is actually possible to measure an individual’s personality. The uptake of personality tests highlights that there is now a level of agreement that personality is measurable, but there is a need therefore to adopt similar systems of personality descriptions if findings are to be compared (Newell, 2005: 134). The five factor model also referred to as the â€Å"Big Five† is close to achieving this as it becomes more readily accepted as the model of choice when constructing personality tests (Robertson, 2001). This model breaks personality into five important traits of open to experience, agreeableness, emotional stability, conscientiousness and extraversion (Rothstein and Goffin, 2006) with the latter two being considered the most valid predictors of job performance (Barrick and Mount, 1993), however it is important to note it is not without its critics (Murphy and Dzieweczynski, 2005). Furthermore, when using personality tests in selection an individual’s willingness to be honest when answering questions needs to be considered and will be explored in more detail later (Torrington, 2005). Secondly, there is much discussion about whether personality is context dependent (Torrington, 2005: 152) or whether it remains consistent over time (Barrick and Mount, 1993). This has significant ramifications for the value of personality tests in selection methods and specifically the reliability of research to establish its predictive value. There would be ultimately no value to a business organisation spending resources to measure a characteristic which is fluid as it would only serve to identify an individual’s personality at one point in time. This issue also feeds into the notion of faking personality tests and social desirability which has been the subject to much research into reliability (Furnham, 1986). It has been argued that such limitations in selection can be overcome by implementing detection measures into tests which can expose when a candidate is trying to fake their responses (Dalen et al, 2001). Another debate which is central to the use of personality tests as a selection method is whether personality characteristics can really be matched as necessary for a specific job. As some jobs will pose more constraints on an individual than others and therefore limit their ability to express their personality (Barrick and Mount, 1993). This perhaps explains why the increased uptake in personality tests has been specific to certain types of work where this matching is possible (Taylor, 2005) and therefore that in a large amount of recruitment the use of personality tests would be undesirable and pose little value to the business organisation. The final debate which has implications for the value of personality tests is whether the method, i. e. the completion of a fixed questionnaire, provides a suitable depth of information about the candidate’s personality to make decisions about their suitability for the job they are applying for (Taylor, 2005). Iles and Salaman (1995) have argued that these measures are stronger predictors than had previously been thought but there have been many limitations of studies demonstrating its predictive value. Armstrong (2006) points to the need to have tests which are sensitive, standardised, reliable and valid in order for them to be considered effective. It has also been suggested that instead personality tests should be used as part of a two way process whereby results are discussed during interviews to consider how an individual would deal with certain situations (Newell, 2005). This would perhaps help manage the limitation that individuals feel pressurised into giving a ‘right’ answer and therefore fake their responses to a personality test. Throughout these debates there is the reoccurring theme of the need for reliability and validity in personality tests, as with any other selection method a business organisation may adopt. Here it is important that the method is consistent in its measures both throughout the personality test itself and should the personality test be applied to individuals over time. Furthermore, the predictive value will be heavily affected if no clear relationship is established between the tests results and job performance (Newell, 2005). In conclusion, from the literature review it is evident that there is still little clarity or agreement about the validity and reliability of personality tests as a selection method. What is certain, however, is that it is necessary to carefully match certain personality characteristics against aspects of performance on the job for personality tests to have predictive value. Building on this literature review, this essay will now focus on and describe the research findings of two relevant papers.

Physicological Characterization of M.VITRJS5

Physicological Characterization of M.VITRJS5 Monica Samal, Teena Patra, Suthindhiran K Abstract Magnetospirillium sp. is a Gram – negative ÃŽ ±-proteobacterium which has the ability to move towards the geomagnetic field lines of Earth’s magnetic field. The group of bacteria is collectively called Magnetotactic bacteria (MTB). MTB produce intracellular organelles called magnetosomes which help them in its search for optimal living conditions in complex environment. MTB is a gradient – requiring microorganism that are difficult to replicate in growth medium in the laboratory. In this work the physiological characterization of MTB strain Magnetospirillium sp. VITRJS5 was done as well as a modified growth medium for the growth of Magnetospirillium sp. VITRJS5 was developed. The media components are studied based on the physiological characteristics of the bacteria. The role of electron donors, electron acceptors, nitrogen sources, carbon sources, iron containing compounds, phosphates, reducing agents, on the growth of the bacteria in the MS1 media was studied. The growth of the bacteria in the novel modified MS media was analysed and compared with commercial MTB media such as MSGM (Magnetospirillum growth media) and Schuler’s oxygen – sulphur gradient media. An increase in growth is observed in the modified MS media compared to the commercially available media. 1. INTRODUCTION: Magnetotactic bacteria are fastidious microorganisms that represent a morphologically and physiologically diverse group of bacteria. The presence of intracellular, membrane bound nano-sized magnetic particles called magnetosomes assists the bacteria in sustaining an optimal position in redox gradient habitats. Magnetosomes are crystals of iron mineral which consist of either iron oxide (Fe3O4) or iron sulphide (Fe3S4). A combination of aerotaxis, magnetotaxis and chemotaxis helps MTB to move away from oxygen in surface water, thus directing them in maintaining an optimal position in and around the oxic-anoxic interface (OAI). Magnetospirillum sp. is the most studied and well understood group of bacteria among MTB. Magnetospirillum sp. was mostly isolated from fresh water habitats and many pure cultures were available in many laboratories around the world. Magnetotactic Bacteria (MTB) species have characteristic organelles called magnetosomes that contain magnetic crystals. These magnetosomes give them the ability to move in response to the earth’s magnetic field (magnetotaxis). MTB were first observed by Salvatore Bellini in the year 1963 and collected from different freshwater environments near Pavia, Italy [1,2]. The most studied species of Magnetospirillum genus are species of Ms. gryphiswaldense [5], Ms. Magneticum[7], Ms. magnetotacticum [8]. The MTB strains isolated from marine or brackish environments include: the coccoid strains: MO-1[9] , Magnetococcus marinus strain MC-1[10] and Magnetofaba australis (IT-1)[11] ; the vibrioid strain: Magnetovibrio blakemorei strain MV-1[12] and the spirilla Magnetospira thiophila (MMS-1)[13] and Magnetospira sp. strain QH-2[14] ; all of which belong to the Alphaproteobacteria. Most magnetotactic bacteria (MTB) are known to be phylogenetically similar to the Alphaproteobacteria, Gammap roteobacteria and Deltaproteobacteria classes of the Proteobacteria and the Nitrospirae phylum with response to magnetosome formation[6]. Magnetotactic bacteria are known to thrive in sediments or chemically stratified water columns, where they occur mostly at the oxic-anoxic interface (OAI), the anoxic regions of the habitat, or both [3]. Although the detection of these in samples is relatively simple [4], magnetotactic bacteria are a fastidious group of prokaryotes, and special culture conditions are necessary for their isolation and cultivation. There is clear evidence that the availability and diversity of MTB in different environments is majorly influenced by salinity and also, iron availability, temperature and concentrations of sulfur and nitrogen compounds are also seen to be clearly important in the distribution of MTB. The respiratory forms of metabolism of genus Magnetospirillum are either chemoorganoheterotropic, using organic acids and carbon source or electron donors. Mostly Magnetospirillum sp. capable of autotrophic and mixotrophic growth and utilize nitrate as alternative terminal oxygen acceptor. Magn etospirillum are obligate microaerophile that requires oxygen even when nitrate is present in the medium. The present study,examined the phylogenetic affiliations and physiological characteristics of Magnetospirillium sp. VITRJS5. To characterize physiological parameters, microaerophillic batch experiments were performed to determine the following: (1) growth pH and temperature ranges, (2) Optimum electronic donor/carbon source and electron acceptor. (3) optimum nitrogen and phosphate source (4) optimum Iron source (5) optimum reducing agent/ sulphur source. Once the preliminary screening of the compounds over different concentrations of the nutritional requirements is determined to develop a modified growth media. 2. Methods and materials: 2.1. Media and microorganism Magnetospirillum VITRJS5 (Accession number: KM289194) is a novel MTB isolated from the fresh water sediment. They are spiral in shape and move towards the earth’s magnetic field. They have polar flagellum at each end of the cell. The strain was obtained from Marine biotechnology and biomedicine lab, VIT University. The bacteria were sub-cultured in Magnetospirillum growth media (MSGM) under microaerophillic conditions Magnetospirillum VITRJS5 was initially grown in previously standardized minimal media MS1 to analyse the growth conditions in the presence of electron donors and acceptors. MS1 media per litre containing K2HPO4 – 850mg, Na2HPO4 – 850mg, NH4H2PO4 – 500mg, MgSO4 – 100mg, FeSO4 7H2O – 5mg, Na2MoO4 – 0.2mg, EDTA – 10mg and Mineral solution 10ml Electron donor and acceptor has to be added accordingly. From the earlier studies, the optimum temperature and pH for the growth of Magnetospirillum is 28 °C and 7.5 pH. 2.2 Determination of electron acceptors and concentration of selected acceptor: For this, 50 ml of MS-1 media was added in five serum bottles and 50 mg of electron donor which in this case is sodium acetate (CH3COONa) was added to each bottle. Then 50 mg of five different acceptors were added in different bottles. These five acceptors are nitrite, selenite, nitrate, thiosulphate and sulphate. Nitrogen was sparged to the media to make it anaerobic, closed with butyl rubber stopper and sealed with aluminium caps. All the anaerobic culturing was performed according to Hungate 1950[15]. The Magnetospirillum VITRJS5 was inoculated to MS1 media. These bottles were kept for overnight incubation in a shaker incubator. Now the different concentrations of selected acceptor is determined .It is done for concentration of 5mM, 10 mM , 15mM, 20 mM and 30 mM . Steps for anaerobic culture was repeated. The absorbance is checked in UV-VIS spectrophotometer at wavelength of 595 nm. 2.3. Determination of electron donors and concentration of selected donor: For this, 50 ml of MS-1 media was added in five serum bottles and 50 mg of electron acceptor which in this case is nitrate was added to each bottle. Then different donors were added in different bottles. These donors are methanol (250  µl), ethanol( 50 µl), glycerol (50 µl), pyruvate (82.5 mg/ 15mM) , citrate (221 mg/ 15mM),succinate (202.6 mg/15mM), lactate(110 µl/15mM), glucose (135.12 mg/15mM), sucrose (256.9 mg/15mM), Ferrous chloride (121.65 mg/15mM)and thiosulphate (186.1 mg/15mM).Nitrogen gas was bubbled into each bottle for anaerobic condition and sample VITRJS5 strain was inoculated in each bottle. These bottles were kept for overnight incubation in a shaker incubator. Narrowing down the number of donors based on the growth of sample. Different concentrations of selected donor are determined. Selected donors are added in different concentration of 5mM, 10mM, 15mM, 20mM and 30 mM. The steps for anaerobic culture are repeated. The absorbance is checked in UV-VIS spectr ophotometer at 595 nm. 2.4. Determination of nitrogen source for optimum growth: MS-1 Media was prepared without nitrogen source (MS-1 media without NH4H2PO4 ) and with the selected concentration of electron donor and acceptor. For this, activity of NH4H2PO4 was checked in different concentrations (5mM, 10mM, 15mM, 20mM and 30 mM) against different concentrations of NH4Cl(5mM, 10mM, 15mM, 20mM and 30 mM).The above described procedure of anaerobic growth was repeated. The absorbance was checked at a wavelength of 595 nm. 2. 5. Determination of reducing for optimum growth: MS-1 media with selected concentration of donor and acceptor was prepared. For this, activity of thiol glycolate was checked in different concentrations of 5mM, 10mM, 15mM, 20mM and 30 mM against cysteine-HCl 4% at concentrations of 50  µl , 100  µl, 150  µl, 200  µl and 500  µl. The procedure for anaerobic culture growth was repeated. The absorbance was checked at 595 nm. 2.6. Determination of iron source for optimum growth MS-1 media with selected concentration of donor and acceptor and without FeSO4 . 7H2O was prepared. For this, activity of ferrous sulphate was checked in different concentrations of 5mM, 10mM and 15mM against ferric citrate at concentrations of 0.5mM, 1.0mM and 1.5mM and against ferric quinate at concentrations of 0.5mM, 1.0mM and 1.5mM. The procedure for anaerobic culture growth was repeated. The absorbance was checked at 595 nm. 3. Result: 3.1 Electron acceptor and its concentration for optimum growth: On incubating the strain M.VITRJS5 in the MS1 media with the various electron acceptors, we obtained various results as seen in table1. From the table, we find that Nitrite, Nitrate and Selenite good electron acceptors for the strain. But we negate the role of Nitrite and Selenite as in nitrite, growth is observed after 2 weeks and selenite is considered toxic. Thus, Nitrate is considered as the most probable electron donor. Next, different concentrations of Nitrate are added to MS1 media to see which concentration of nitrate supports maximum growth (as seen in Table 2 and fig.1) Table 1. Tabular representation of growth with various electron acceptor. Table 2. Tabular representation of absorbance of different concentration of nitrate Fig.1 Graphical representation of the growth with different concentration of nitrate From the above table and fig.1, it is seen that 5mM of nitrate shows maximum growth on all three days. Thus, there is optimum growth seen in 5mM serum bottle. 3.2. Electron donor and its concentration for optimum growth On incubating the strain M.VITRJS5 in the MS1 media with the various electron  donors, we obtained various results as seen in table1.From the table 3, it is seen that growth of M.VITRJS5 is more pronounced with electron donors Ethanol, Glycerol, Pyruvate, Succinate, Lactate, Glucose and Sucrose along with Acetate which was already being used as an electron donor for other MTBs. Among these, Pyruvate, Sucrose and Acetate showed almost double the growth as seen in other electron donors. But we negate Sucrose as an electron donor as it is not economical. Later, different concentrations of Nitrate are added to MS1 media to see which concentration of nitrate supports maximum growth (as seen in Table 2 and fig.1) Table3. Representation of growth with various donors Table 4. Tabular Representation of absorbance of growth with different concentrations of pyruvate Fig 2. Graphical representation of absorbance of growth with different concentrations of pyruvate As seen in the above two graphs and tables, 30mM concentration of pyruvate shows highest growth in comparison with the other concentrations of acetate and pyruvate. 3. Nitrogen source and its concentration for optimum growth: The next step is incubation of M.VITRJS5 strain in MS-1 media(without NH4H2PO4) with Ammonium chloride and Ammonium hydrogen phosphate to determine the better nitrogen source. Fig 4. Graphical representation of absorbance of growth with different concentrations of NH4H2PO4 As seen in figure 4, 5 and tables 6,7, it is observed that the best growth is seen in bottles of Ammonium hydrogen phosphate(NH4H2PO4) rather than that of Ammonium chloride(NH4Cl). The most consistence growth is seen in 20 mM concentration of NH4H2PO4 as compared with other concentrations. 3.4. Carbon source: Since it has already been confirmed that pyruvate acts as the best electron donor, the same can act as a carbon source. 3.5. Phosphorus source: Ammonium hydrogen phosphate acts both as a nitrogen source as well as phosphorys source. 3.6. Sulphur source: Next the M.VITRJS5 strain was incubated in prepared MS-1 media with Sodium thioglycolate and cysteine HCl 4% to determine the better sulphur source. Fig 6. Graphical representation of absorbance of growth with different concentrations of Sodium thioglycolate As seen in fig 6,7 and table 8,9, 50 µl concentration of Cys –HCl shows highest growth as compared to the other concentrations. There was no growth in other concentrations due to the reducing properties of Cysteine HCl and Sodium thioglycolate. MTBs are microaerophilic and hence, would not grow in anaerobic condition. Sulphur is a reducing agent and hence, would remove oxygen species from the media. Therefore, there is less or minimal growth of the bacteria. 3.7 Iron source : Table 10. Tabular representation of absorbance of growth with different concentrations of Ferric citrate Fig 8. Graphical representation of absorbance of growth with different concentrations of Ferric citrate Table 11. Tabular representation of absorbance of growth with different concentrations of quinate Fig 9. Graphical representation of absorbance of growth with different concentrations of Ferric quinate 3.8 Comparison of new media with existing media: 4. Discussion: As already mentioned above, Magnetotactic bacteria (MTBs) are microaerophilic bacteria which have the ability to biomineralise membrane-encased, single-magnetic-domain mineral crystals (magnetosomes) and hence, cause the cell to orientate along the Earth’s geomagnetic field. These mostly occur in aquatic bodies ranging from saline to freshwater environment. Our basic objective in this study was to test the growth of the microaerophilic strain using different concentrations of electron donor, electron acceptor, nitrogen source, carbon source, phosphorus source, sulphur source, iron source, etc. From the study, the following observations have been noted down: The strain M.VITRJS5 was seen to grow well in 5mM concentration of Nitrate (electron acceptor), 30mM concentration of Pyruvate (electron donor and carbon source) and 20mM concentration of Ammonium hydrogen phosphate (nitrogen source and phosphorus source). Also, the growth of the strain was seen to be minimalized in case of Sodium thioglycolate and Cysteine HCl as these are strong reducing agents and thus, would reduce the amount of oxygen species in the media. As mentioned above, these bacteria are microaerophilic and hence, would not grow in sulphur sources (except in 15mM Sodium Thioglycolate and 50 µl Cysteine HCl). The comparison of the present media for Magnetospirillum growth media (MSGM) Schà ¼ler Magnetospirillum isolation media and the new prepared media was done. The new media contained sodium nitrate as acceptor, sodium pyruvate as electron donor and carbon source, ammonium hydrogen phosphate as nitrogen and phosphorus source, ferric citrate as iron source and cysteine HCl as sulphur source. Magnetotactic bacteria has the ability to produce magnetosomes which has stimulated and motivated a new field of research involving scientific and biomedical applications of MTB and diverse commercial which could be improved using magnetic nanocrystals. But the main drawbacks to the application of magnetosomes involves the fastidious nature of MTB related to the growth. Thus,it is difficult to culture them on a large scale, and it is important to understand genetic/environmental control for magnetosome synthesis.

Argument for the Existence of God :: Religion, Theology

  Ã‚  Ã‚  Ã‚  Ã‚  The following paper will provide a sound argument in favor of the existence of God. By demonstrating that an Atheist world cannot account for the preconditions of the laws of logic an Atheist cannot even account for a rational debate concerning the existence of God.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"The impossibility of the contrary†, the best and only proof that the nesesary truth of the existence of God is his revelation of himself to us that makes it possible for us to use logic. This could be translated, using only nessesary truths, into the form of:   Ã‚  Ã‚  Ã‚  Ã‚  L: (laws of logic)   Ã‚  Ã‚  Ã‚  Ã‚  G: (God exists)   Ã‚  Ã‚  Ã‚  Ã‚   if L entails G L   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  ================   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   G Logic is â€Å"the laws of reasoning that God has established.† If God has established these laws of reasoning that we call logic then how could the Atheist system account for the laws of logic. First they are immaterial and universal, and how could anything immaterial and universal be accounted for in a naturalistic (matter only) universe. Second if God has established these laws of reasoning then there would be no atheism. An Atheist wants to believe in laws of logic which are universal in application, but in order to escape the ultimate implications of this idea ( there is a God who imposes universal standards of reason.), the Atheist will try to maintain that the â€Å"laws of logic† are merely â€Å" conventions† of general agreement amongst them. This is philosophically non- acceptable, if logic were simply a matter of convention, it would be impossible

Ovids Metamorphoses: An Example of Chaos Versus Order :: Ovid Metamorphoses Essays

Ovid's Metamorphoses: An Example of Chaos Versus Order Ovid's Metamorphoses is an example of chaos versus order. I think that is what makes it hard to follow. There is just so much chaos moving from one book to another with barely a transition. I think what the anti-epic is trying to show is that everyone has flaws. In the beginning of time a flood changed the earth. The earth was made pure and two by two it began to prosper and grow again. This was chaos followed by order. The poem continues with Cupid being angry with Apollo and shooting him with his arrow. Apollo sees the beautiful Daphne and begins to chase her. This was the human instinct of desire and the power of love. She pleads with her father to change her form and help her to escape. She is changed into a laurel tree, but that does not stop Apollo from claiming her as his property. Apollo's son Phaethon drives the chariot of the sun and spins out of control, another example of chaos. "Book One of Ovid's Metamorphoses establishes the book's theme of metamorphoses with a tale of creation that progresses into human stories leading to the current breed of man. The creation piece is followed by a flood story and a discussion of the ages of mankind. The ages of mankind - gold, silver, bronze, and iron - describe man's slow progression from a good, wholesome society into a miserable, self-destructive one. The next stories concern tales of gods and goddesses and their manipulations of the human population and each other. Book one ends (appropriately) with Phaethon's journey to meet his father, the sun, thus establishing Ovid's theme of quests for change."(auburn. edu) The book continues with man's desire. Desire can rule the head and cripple the heart. These actions can lead to punishment. We are guided by our feelings. Juno is the jealous wife of Jove. Jove attempted to hide his rape of Io from Juno by transforming her into a white heifer. I don't know if it was love or shame that helped Jove give up Lo. Jove gave her up to Argus. Io could not ask for help because she could not speak. This is symbolic of rape because if she says something it might happen again. Rape changes you physically and mentally. Io's own father Inachus could not help her. Ovid's Metamorphoses: An Example of Chaos Versus Order :: Ovid Metamorphoses Essays Ovid's Metamorphoses: An Example of Chaos Versus Order Ovid's Metamorphoses is an example of chaos versus order. I think that is what makes it hard to follow. There is just so much chaos moving from one book to another with barely a transition. I think what the anti-epic is trying to show is that everyone has flaws. In the beginning of time a flood changed the earth. The earth was made pure and two by two it began to prosper and grow again. This was chaos followed by order. The poem continues with Cupid being angry with Apollo and shooting him with his arrow. Apollo sees the beautiful Daphne and begins to chase her. This was the human instinct of desire and the power of love. She pleads with her father to change her form and help her to escape. She is changed into a laurel tree, but that does not stop Apollo from claiming her as his property. Apollo's son Phaethon drives the chariot of the sun and spins out of control, another example of chaos. "Book One of Ovid's Metamorphoses establishes the book's theme of metamorphoses with a tale of creation that progresses into human stories leading to the current breed of man. The creation piece is followed by a flood story and a discussion of the ages of mankind. The ages of mankind - gold, silver, bronze, and iron - describe man's slow progression from a good, wholesome society into a miserable, self-destructive one. The next stories concern tales of gods and goddesses and their manipulations of the human population and each other. Book one ends (appropriately) with Phaethon's journey to meet his father, the sun, thus establishing Ovid's theme of quests for change."(auburn. edu) The book continues with man's desire. Desire can rule the head and cripple the heart. These actions can lead to punishment. We are guided by our feelings. Juno is the jealous wife of Jove. Jove attempted to hide his rape of Io from Juno by transforming her into a white heifer. I don't know if it was love or shame that helped Jove give up Lo. Jove gave her up to Argus. Io could not ask for help because she could not speak. This is symbolic of rape because if she says something it might happen again. Rape changes you physically and mentally. Io's own father Inachus could not help her.

Attempting to Cheat Fate :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Would it ever seem reasonable for a winner of the Nobel Prize in Literature to be associated with a king who murders his father and procreates with his mother? It is possible because of one quotation by the 1921 Nobel Prize Literature winner Anatole France, that he is connected to the notorious king Oedipus from Sophocles’ famous play, ‘Oedipus Rex’. â€Å"It is only human nature to think wisely and act foolishly† (Anatole France) best exemplifies the theme in Sophocles’ ‘Oedipus Rex’: fate cannot be cheated nor altered. It is human to try and change fate, which is a foolish act because it is impossible to do. This can be seen in many aspects of the play including the context and characters of the story and the hubris of the royal family; Jocasta, Lauis and Oedipus. Within each of these components many different literary devices can be used to further explain how the theme of the story relates to the quote by Anatole France.   Ã‚  Ã‚  Ã‚  Ã‚   A prime example can be seen in the 2nd Episode where Oedipus confesses everything to Jocasta from the prophecy to the incident when he killed a man similar to Lauis’ description. The parts of his monologue that best illustrate changing fate and being foolish are when Oedipus says, â€Å" And so unknown to mother and father I set out for Delphi†¦he [the oracle] flashed before my eyes a future great with pain, terror†¦I can hear him cry, ‘You are fated to couple with your mother†¦you will kill your father, the man who gave you life!’ I heard all that and ran†¦Now, Jocasta, I will tell you all. Making my way toward this triple crossroad I began to see a herald, then a brace of colts drawing a wagon, and mounted on the bench†¦a man, just as you’ve described him†¦I strike him in anger! †¦ I killed them all- every mother’s son!† This exemplifies the statement that trying to change fate is fooli sh because in attempting to avoid his awful destiny, he kills his own father. One might argue that this is not a well thought out example because Oedipus had no idea that one of the men he killed on the crossroads was his father. On the other hand, Oedipus did not have to kill anyone; he let his anger control him. This in turn always leads a person to tragedy. Descriptive diction is used to enhance the episode because in ancient Greek theatre, imagination was the only outlet for visual depictions of the most gruesome of scenes.

Determining Databases and Data Communication Essay

Understanding technology is important when managing companies that have computer technology as their backbone. Knowing this information helps the employees responsible for information management to make informed choices about how to implement technology. These decisions allow the manager to successfully use time and resources in apparently menacing tasks. This is shown in the two scenarios. In the first scenario, a marketing assistant of a consumer electronics company is given the task of maintain booths for trade shows from the beginning to the end of the show, they are also responsible to solve any issues related to the product shipment that may arise. Knowing what information is important in making sure the right tools are used. Situations like those call for detailed lists of displays, equipment and booths are necessary, also how the equipment is going to be shipped and received. For example if a show is to be organized in Chicago with a requirement of one booth and display. The marketing assistant musk be certain that the booth with the display must be brought to the location in time and also be taken down and shipped backed for future use in the company. With knowing what the tracking number from the post office is a tab can be kept on the package through all stages of transport. Each show typically needs certain tools for maintaining information and tracking the equipment. Excel is a good way to start the tracking. However, it may not be useful with large sets of data and data that vary. A database maybe a more useful choice because it can store all types of data and the marketing assistant can generate reports for future reference while making changes (changing the shipment time to make sure it arrives on time) In cases like this where only one person is responsible for a large database it is a good idea to use a database management systems that are available across all department of an organization. This gives all the control to one person for several departments. This also prevents confusion when many employees come together to manage information. When the marketing assistant faces the task of maintain and managing mass data related to the show, there needs to be a decision support system (DSS)Â  to help them in the process. A DSS can be describes as a computer system capable of assisting in the evaluation and determination of action plans by data collected from previous dealings of the company. The data is then analyzed by statistical tools for data interpretation. The process can help provide valuable insights to marketing assistant in improving future shows. In the second scenario, the objective is the proper management of a consulting team consisting of seven members with technology. Some of them work in the office and some work from home. In order for the business to run smoothly everyone need to be reached with equal effort. A way that this could happen is the use of a Wide Area Network or a WAN that could connect the employees across specific regions. Regardless of the employees’ physical location, all employees would be able to reach the same information. Most consulting projects have strict deadlines and all the employees must be allowed access to equipment like the printers and scanners connected to the network. This could create some security concerns while working on the WAN. It is possible that hackers could breach the network and put malicious malware or viruses on the devices. This of course could be prevented with certain programs that protect against malware and viruses. A wireless connection is also a good idea when needing remote access. Wireless is similar to WAN in that it can provide access to employees to information secured in the workplace. A virtual private network or a VPN needs to be installed to deal with concerns for privacy. A VPN is good because it withhold sensitive information from non employees by giving them access rights. This helps with incidents such as malware or virus program attacks which could affect functionality. Cost and features are important factors when choosing which route to go. The information regarding to wireless networks needs to help in choosing the right wireless network can be stored in an Excel document. The price cannot be the deciding factor when purchasing. Speed and security features are also important when deciding. It is important to make a list prioritizing and listing features of the network necessary for the company. This way a wireless network can be found at a minimal cost. Knowledge of technology that are made use of in a company can go a long way in helping supervisors and managers decide upon the tools to be used in a more efficient and smart manner. In the first scenario the marketing assistant is able to use a database to organize the information need for the trade show. The second scenario shows where WAN and wireless networking enables a consulting team to access data securely and on a strict time schedule with no regards to their physical location. These scenarios show the usefulness of technology in a business setting.

Community Medicine: Much More than a Mere Clinical Subject Essay

Abstract: Medical doctors bear a great burden of caring for both the healthy and ill in the society. An avaricious doctor who has thrown basic ethics to the winds is an abomination to the profession. Over the years as knowledge progressed, the art of medicine slowly changed from a â€Å"philosophy† to a â€Å"technology† with emphasis on machines and procedures. There is a danger of a contemporary doctor running amok, treating his patients as diseases and harassing them with the latest technology. The fathers of the medical world after careful thought put together some rules, principles and precepts to help make a modern doctor behave rationally and responsibly. Community Medicine was thus born of a need to help medical professionals strike a balance between man, medicine, society and environment. It is the â€Å"religion† of the medical world! Community Medicine helps us adopt at different times promotive, preventive, curative or rehabilitative roles depending on the need we perceive in the world surrounding us. It may be overwhelming to realize that our understanding of clinical tools(diagnostic or therapeutic; preventive or curative) must be much more than all the specialists put together if we are to do any justice to the common man in his family or community! It may be sobering thought to realize that when medicine finally becomes thoroughly commercial, we will have to play a significant role in moderating our colleagues and the medical industry to ensure that our communities remain healthy. Key words: Community Medicine, philosophy, religion, clinical subject Dr. Samson Sanjeeva Rao Nallapu, Associate Professor, Dept. of Community Medicine, NRI Medical College, Guntur District, AP State, India Man is made in God’s image and is essentially good. However due to the various stressors of every day life, man tends to stray from being good. His socio-economic position, expectations of life, experiences in life and desires etc. make him behave anywhere between â€Å"not so good† to down right evil†; from â€Å"not so satisfied† to â€Å"immoral†, â€Å"covetous† â€Å"greedy† and â€Å" self-indulgent†. To overcome this we have religion. All religions fundamentally advise man to be contented and moral in his relatively short span of life. Every religion propagates a set of laws which help man choose between good and evil. They show men a way to live in harmony with his neighbor and his environment. Religion also promises man eternal life and riches in the hereafter as awards for a life spent being and doing good. By now, if you are still reading, you may wonder where I am heading. Well. This simple analogy can be applied to o ur subject i.e. Community Medicine and the medical world at large. Medical doctors bear a great burden of caring for both the healthy and ill in the society. Doctors have to be exemplary people teaching their patients to lead healthy lives and helping them to overcome illnesses. Doctors therefore have to lead lives of moderation, always willing to help those in need and ready to give necessary advice. The grateful community in turn respects and even deifies their doctors. A greedy, money grabbing doctor who has thrown basic ethics to the winds is an abomination to the profession. The same applies to a doctor who is only interested in the curative aspect of disease due to the pecuniary benefits it fetches him. Over the years as knowledge progressed, the art of medicine slowly changed from a â€Å"philosophy† to a â€Å"technology† with emphasis on machines and procedures. The precepts of medicine which are nothing but what we read today as principles of Community Medicine, are slowly becoming irrelevant and obsolete to today’s pr actitioner. There is a danger of a contemporary doctor running amok, treating his patients as diseases and harassing them with the latest technology which is his ammunition. The fathers of the medical world after careful thought put together some rules, principles and precepts to help make a modern doctor and the learned people in the community behave rationally and responsibly with regard to health and healthcare. So there we have it. Community Medicine was born thus and it is the â€Å"religion† of the medical world! As all religions go, however, some believe and many do not; some accept it and many do not. Many even revile it and belittle it. Religion is all encompassing to the believer but terribly boring to the skeptic. Therefore we find ourselves defending our religion, trying to propagate it, searching for converts and disciples. We are dealing with the truth, but circumstances and the state of affairs hinder people from recognizing the truth. So here we are today, all of us in the profession of medicine, basic doctors first and only then specialists. Community Medicine puts things in perspective. Our field talks of comprehensiveness, inclusiveness and wholesomeness. We can neither divide the body from the mind nor man from his society, his culture and his environment. We as priests of this medical religion are compelled to uncompromisingly put forth our thoughts and ideas to the world at large and especially to our hospital colleagues and others. As teachers of the subject we cannot undermine our role in shaping the young minds entrusted to us. It is a great opportunity to help these young ones to look at medicine again as a philosophy and not purely as a technology. Looking at it from this angle we realize that Community Medicine is much more than a clinical subject. It may be promotive, preventive, curative or rehabilitative roles that we adopt at different times depending on the need we perceive in the world surroundin g us. We have to however keep in mind that all these approaches carry equal weight when evaluating the bigger picture. Yes! We are clinicians! But it is just one facet of our function. We need to be clinicians because that makes us better health educators, better preventive medicine practitioners and better rehabilitators not just for our patients but their families and even their communities. It may be overwhelming to realize that our understanding of clinical tools(diagnostic or therapeutic; preventive or curative) must be much more than all the specialists put together if we are to do any justice to the common man in his family or community! From a practical point of view, as we can think comprehensively and are rooted in reality, understanding the patient in a complete way, we can help the narrowly thinking curative specialist in our hospitals to effectively counsel his patient. (The above specialist came into being because we failed to convert him when he was our student). We can strive towards empowering our colleagues to inculcate promotive and preventive aspects into their practices. If they show reluctance, we can do it ourselves; mainly to help them see that it works and their patients will be more satisfied and self reliant. However our ultimate goal has to be the transfer of responsibility back to their shoulders. If we hold on, we will again be the cause of separating medicine into unwholesome sections. We need to remember that only a small proportion of people suffering with diseases come to the hospitals. The rest are out there undiagnosed, uncared for and untutored. Again if our approach is to â€Å"keep people healthy† and not â€Å"cure people with disease†, the community is where we have to be. To reach out to the masses we need to first go out to where they live and use all our skills – communicational , diagnostic, curative, persuasive etc. to empower them . In this process we may draw on health care facilities at different levels, primary, secondary, tertiary etc. or even the grass root level people like the Village Health Guide, the trained Dai or the ASHA. Just like a surgeon can teach a student, practical and functional anatomy better than an anatomist, we can teach our students better because of not only our clinical assessment and skills but also our comprehensive knowledge of the patient. In the debate whether we are clinicians or not, there is no doubt at all. We are more than clinicians. We are the glue that puts the various aspects of medicine together. We keep hearing that there is a stigma attached to Community Medicine. We hear complaints that other specialties do not respect us. In today’s world, we feel that a person becomes the temple priest because he was not good for anything else. People become priests for various reasons, one being the desire to show others the way to heaven. It depends on the priest to show his knowledge, understanding and ways to gain the respect of the devotees. Similarly we need to find appropriate spaces; be it the hospital or the community to showcase our substance. First and foremost we should stop putting ourselves down. It may be sobering thought to realize that when medicine finally becomes thoroughly commercial, we will have to play a significant role in moderating our colleagues and the medical industry to ensure that our communities remain healthy. Simply put, we hold the key to the future of medicine in our country.

Southwestern University

Operations Analysis Week 7Case Study 2:   Southwestern University A. See the Case Studies Assignment Rubric in Doc Sharing for assignment details. Complete the  three questions at the end of the case on page 95.Case Studies Southwestern University: (A)*Southwestern University (SWU), a large state college in Stephenville, Texas, 30 miles southwest of the Dallas/Fort Worth metroplex, enrolls close to 20,000 students. In a typical town-gown relationship, the school is a dominant force in the small city, with more students during fall and spring than permanent residents.A longtime football powerhouse, SWU is a member of the Big Eleven conference and is usually in the top 20 in college football rankings. To bolster its chances of reaching the elusive and long-desired number-one ranking, in 2003, SWU hired the legendary Bo Pitterno as its head coach. One of Pitterno’s demands on joining SWU had been a new stadium.With attendance increasing, SWU administrators began to face the i ssue head-on. After 6 months of study, much political arm wrestling, and some serious financial analysis, Dr. Joel Wisner, president of Southwestern University, had reached a decision to expand the capacity at its on-campus stadium.This integrated study runs throughout the text. Other issues facing Southwestern’s football expansion include (B) forecasting game attendance (Chapter 4); (C) quality of facilities (Chapter 6); (D) break-even analysis for food services (Supplement 7 Web site); (E) location of the new stadium (Chapter 8 Web site); (F) inventory planning of football programs (Chapter 12 Web site); and (G) scheduling of campus security officers/staff for game days (Chapter 13).Adding thousands of seats, including dozens of luxury skyboxes, would not please everyone. The influential Pitterno had argued the need for a irst-class stadium, one with built-in dormitory rooms for his players and a palatial office appropriate for the coach of a future NCAA champion team. But the decision was made, and everyone, including the coach, would learn to live with it.TABLE 3. 6 Southwestern University Project Time Estimates (days) ActivityDescription Predecessor(s) OptimisticMost LikelyPessimisticCrash Cost/Day ABonding, insurance, tax structuring—203040$1,500 BFoundation, concrete footings for boxesA2065803,500 CUpgrading skybox stadium seatingA50601004,000 DUpgrading walkways, stairwells, elevatorsC30501001,900EInterior wiring, lathesB2530359,500 FInspection approvalsE0. 10. 10. 10 GPlumbingD, F2530352,500 HPaintingG1020302,000 IHardware/AC/metal workingsH2025602,000 JTile/carpet/windowsH810126,000 KInspectionJ0. 10. 10. 10 LFinal detail work/cleanup, K2025604,500The job now was to get construction going immediately after the 2009 season ended. This would allow exactly 270 days until the 2010 season opening game. The contractor, Hill Construction (Bob Hill being an alumnus, of course), signed his contract. Bob Hill looked at the tasks his engineers had outlined and looked President Wisner in the eye.I guarantee the team will be able to take the field on schedule next year,† he said with a sense of confidence. â€Å"I sure hope so,† replied Wisner. â€Å"The contract penalty of $10,000 per day for running late is nothing compared to what Coach Pitterno will do to you if our opening game with Penn State is delayed or canceled. † Hill, sweating slightly, did not need to respond. In football-crazy Texas, Hill Construction would be mud if the 270-day target was missed. Back in his office, Hill again reviewed the data (see Table 3. 6) and noted that optimistic time estimates can be used as crash times.He then gathered his foremen. â€Å"Folks, if we’re not 75% sure we’ll finish this stadium in less than 270 days, I want this project crashed! Give me the cost figures for a target date of 250 days—also for 240 days. I want to be early, not just on time! †Discussion Questions1. Develop a net work drawing for Hill Construction and determine the critical path. How long is the project expected to take? Start A-30 B-60 E-30 30/30 0/0 | | | 90/119. 9 | | 120/149. 9 | | | | | | | | | | | | | | | | | | | | | | | I| | | | F-0. 1| | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | End| | | C-65| | 150/150 | | G-30| H-20| | | I-30| | L-30| | | | | | | | | | 180/180 | | 200/200 | 230/230 260/260 | | | | | | | | | | | | | | | | | | | | | | | 95/95 210/229. 9 D-55 K-0. 1 Critical Path The project is expected to take 260 days.2. What is the probability of finishing in 270 days? Project variance is computed by summing the variances of critical activities: O? 2p = 11,11111111 + 69,44444444 + 136,1111111 + 2,777777778 + 11,11111111 + 44,44444444 + 44,44444444 = 319. 44444444 Project standard deviationO? p = 17. 873 days Probability of project completed before 270 days. Z = ( 270– 260 ) / ? p = 0. 559 ? 0. 56 From table 0. 5 and 0. 06 ? 0. 71226 = 71. 23 %3. If it is necessary to crash to 250 or 240 days, how would Hill do so, and at what costs? As noted in the case, assume that optimistic time estimates can be used as crash times (Render 94-95) Render, Jay Heizer and Barry. Operations Management, 10th Edition. Pearson Learning Solutions. <vbk:9781256081487#outline(7. 13. 13. 1)>. To crash in 250 days the following activities must be reduced the time specified:A – 10 days The total cost would be of $15. 000 more than the initial budget. The probability of project completed before 270 days would be: Z = ( 270– 250 ) / ? p = 1. 119 ? 1. 12 From table 1. 1 and 0. 02 ? 0. 86864 = 86. 86 % To crash in 240 days the following activities must be reduced the time specified: D – 10 days The total cost would be of $15. 000 + $19. 000 = $34. 000 more than the initial budget. The probability of project completed before 270 days would be: Z = ( 270– 240 ) / ? p = 1. 6785 ? 1. 68 From table 1. 6 and 0. 08 ? 0. 95352 = 95 . 35 %

New Advertising Tools and Their Advantages

Introduction Technology is carrying new advertising tools a step forward from traditional advertising tools. With the improvements in technology and telecommunication, new advertising tools become the most effective way to find and reach target consumers. Brands become more Interactive and transparent. Like any tool, new advertising used correctly, it lowers investments and responds investments with quick increase in sales. Customization and advertisement-tailoring are another trend in today's society, therefore making new advertising tools more personal for target customers has great effect on sales.According to today's advertising and marketing conditions, it is a necessity to provide. Communication management is one of the most crucial requirements in today's marketing field. If the communication management process does not apply accurately, brand image is influenced negatively. Nowadays, besides the fact that target consumers are exposed to advertising communication, they are bec oming a part of the process as well. Another advantage which is brought by new advertising tools is measurement. Measuring the effects of their advertisements is every company's greatest desire.With online technology and new advertising tools, agreement becomes easier and unbiased. Moreover, measurable advertisements which are provided by new advertising tools enable the observation of return of investment in advertising. Social media channels and e-mail services provide customers easy and interactive communication with companies. Interaction between companies and customers improves quality of products and/or services. In addition to interaction, companies have opportunity to consider customer needs, wants and demands at first hand and answer them in real time.Even usage of social media and the internet advertisements are increasing dramatically; TV commercials and printed ads still reach more people than ever. In this regard, classic TV commercials and printed ads are still more us eful and effective for increasing brand recognition. Another consideration about advertising tools is memorabilia of advertisements. Generally some excellent examples of viral videos stick in customer's mind and the rest is forgotten quickly. II. New Advertising Tools a.Social Media Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. Andrea Kaplan and Michael Heinlein define social media as â€Å"a group of Internet-based applications that build on the ideological and technological foundations of Web 2. 0, and that allow the creation and exchange of user-generated content†. Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content.They introduce substantial and pervasive changes to communication between organizations, communit ies, and individuals. Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures such as social media. Everett Rogers, a professor of communication studies, popularized the theory in his book â€Å"Diffusion of Innovations† (2003). The book says that diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. The origins of the diffusion of innovations theory are varied and span multiple disciplines.The book explains the theory that there are four main elements that influence the spread of a new idea: the innovation, communication channels, time, and a social system. This process relies heavily on human capital. The innovation must be widely adopted in order to self-sustain. Mass. The categories of adopters are: innovators, early adopters, early majority, late majority, and laggards (Rogers 1962, p. 150). Diffusion of Innovat ions manifests itself in different ways in various cultures and fields and is highly subject to the type of adopters and innovation-decision process.According to diffusion of innovations, social media research has three different viewpoints. First, from the perspective of methodology, they design a grand new framework comprehensively considering the components of user preference, social influence, and propagation tendency to covers users with strong diffusion power. Second, from the empirical perspective, they use microbiology as the data source rather than traditional web sites. Third, from the perspective of application context, they apply this recommendation mechanism to online social advertising so as to deliver advertisements effectively.Nowadays, social media is used for sharing personal information, and giving ability of affecting millions of people with advertisements. Now, 87% of companies are using social media effectively to gather customer data, even they can access to c onsumers directly in real time. Advertising campaigns are established based on personal databases and relationships between individuals in social media. Consumers are good advisors on the social platforms which increases brand recognition and trust. For example, on the Twitter, customers are tweeting and firms reply their customers immediately.Also, companies can measure the effectiveness of these tweets. Social media is related with business traffic rise and business exposure. Social media marketing has different effects on individual's social life. While social media sector is improving rapidly, more and more social media companies are being established and that is lawful for the future business partnerships. B. ID Advertising A ID, 3-D (three-dimensional) film or SAD (stereoscopic ID) film is a motion picture that enhances the illusion of depth perception. ID technology is one of the most popular entertainment technologies in digital age.Glasses-on and non-glasses are the types o f ID technology. ID technology is also a new development for advertisement sector. Nowadays, popularity of ID advertisements is increasing, because it is more effective than normal ID advertisements. ID advertisements allow customers to explore products in every aspect. A higher sense of presence will result n greater enjoyment and an increase in level of product knowledge. Rising in perceived product knowledge and greater enjoyment will result in more favorable attitudes toward advertising.The effect of SAD advertising in creating presence will be moderated by the novelty of the advertising content and design. To sum up, ID and SAD advertising is a new tool and it increases the effectiveness of advertising. C. Online Advertisement Nowadays, advertisements are in consumers' mobile devices, on computers, in online games, etc. On the other hand, even if online platforms are popular, they are not used really effectively. Customers are trying to keep away from online advertisements and positive reactions to online advertisements are decreasing.To prevent these decreasing, billions of online advertisements can be developed differently from traditional ones, because many of them include too much visual and audio property which cannot be ignored and will be an advantage compared to traditional ones. The other way is non-search display advertisements like â€Å"Deceased† by Google. Ads can be given on the convenient sites which are appropriate for the company's content. Some campaigns, called obtrusive (visibility) campaigns, with videos or pop- as are differentiated with their contents.While visible online advertising and context-based online advertising are working so well separately, they are not successful when they are used as a combination. Consumers accepted context-based online advertisements, because they think they can learn something, but they do not like obtrusive online advertising. Also, context-based advertising can help to show the unexpected ac hievement of products like â€Å"Deceased† by Google. To conclude, there are some regulations directed by government about privacy of customers and constraints about gathering information from customers. D.Online Advertisement Tools Pop-Up: Opens a new window above current one. Pop-under: Opens a new window under current one. In-Stream Video & Audio: Part of videos on internet. Takeover: This kind of ad resizes the screen. Nonuser-Initiated Video & Audio: Videos and audios are played themselves as advertisements. Interstitial: When an individual visits a web-site, it appears by itself, while web page is loading. Nonuser-Initiated Background Music: Background music is played automatically. Full-Page Banner Ad: The advertisements appear in size of the computer screen. Interactive: Mutual communication is requested by the ad from its seers.Floating Ad: The users do not run this ad, they exist anywhere on the page for a while (generally 5-30 seconds). E. E-mail Advertisement Emai l advertisement is also an online advertisement tool which has been used for a long time by marketers to reach customers. When used effectively, e-mails are a good way to reach customers. Emails with catchy information are successful. However, considering the fact that consumers are facing so many mails, they can ignore advertisement e-mails from a single company, which comes daily. In this case, company should measure its e-mail effects and it should provide choices between Kelly and daily e-mails.There are disadvantages in e-mail advertising. Spam e- mails and e- mails without subscribe or non-subscribe options. For example, if a company sends e-mails to an unsatisfying customer and the customer cannot non- subscribe it, it will create a bad impact. In conclusion, companies should use e-mail advertisements effectively and they should make e-mails more personal and informative to be successful. F. Billboards Billboard is a large outdoor advertising structure (a billing board), typi cally found in high-traffic areas. Billboards present large advertisements to passing pedestrians ND drivers.Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Billboards are highly popular in outdoor advertising. There are three types of displays for outdoor advertising; posters, bulletins, and permanent bulletins. Billboards are changing very fast in recent years. Marketers are creating unique outdoor ads including ID advertisements, unique billboard advertisements apart from searching for efficient outdoor areas to reach their target market. It is claimed that billboards are causing visual pollution.In order to calculate the market value of billboards, marketers must regulation and zoning, traffic and visibility, and market demand. To conclude, valuation of the billboard has three different methods; the cost approach, the sale comparison approach and income capitalization approach. G. CRY C odes CRY code (abbreviated from Quick Response Code) is the trademark for a type of matrix barded (or two-dimensional barded) first designed for the automotive industry in Japan. A barded is an optically machine-readable label that is attached to an item and that records information related to that item.The information encoded by a CRY code may be made up of four standardized types of data (numeric, alphanumeric, byte / binary, kanji) or, through supported extensions, virtually any type of data. CRY code can be read by cameras of mobile phones or other devices which have an application and can access to internet. CRY code delivers related URL to users and provides more advertisement. It reduces cost of advertising and is actually more effective than traditional ones. Some brands use CRY code in their printed advertisements.For example, people access to Coca-Cola's music website by its CRY code for free. For making successful CRY code advertisement and promotion, arresters create a h armless URL and code, so that customers find it safe. CRY codes are examined by marketers in three principal variables; privacy concerns and trust risk. H. Product Placement Product placement, or embedded marketing, is according to the European Union â€Å"any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that it is featured within a program†.Product placement stands out as a marketing strategy because it is imperative to attach the utmost importance to â€Å"the context and environment within which the product is displayed or used†. This technique of advertising was made to create reality and awareness for the customers. Nowadays, firms invest large amounts for product placements. Visual-only, audio-only and audio-visual combined are three main strategies which are used for product placement. Visual-only strategy consists of product's image, motto, logo or other visual bran d without any sound.At the audio-only product placement, products cannot be seen in the video but brand names are mentioned in dialogues. The final type of product placement is made by combination of visual and audio. This combination must be made carefully in order to to interrupt the normal flow of the media. Product placement provides positive customer reactions, if they do not have negative ideas about products, for instance alcohol or cigarettes in movies. In conclusion, while exposing to media, consumers are positively affected by product placement, if they enjoy experiencing the media.Ill. Company Research a. Y ¶Rasa Y ¶Rasa is the first company which implemented pastured milk cheese production, also known as cultured cheese production, as industrial investment in Turkey. Varieties of cheese, yoghurt, milk, buttermilk, butter and fruit nectar are produced by Y ¶Rasa in factory which is located in Surplus, Balkiest. It has the largest market share among manufacturers of cheese product in Turkey. Y ¶Aras's factory in Surplus the traditional cheese at hygienic and modern facilities, ensuring its continuity have become policy and mission of company.Y ¶Rasa states its motto as â€Å"the haunting flavor†. It has been continuing to produce in European standards and is on the way of being a world brand, since 1908. When they first started, the percentage reserved for new advertising tools from Research & Development budget was 1%. However, they eave increased it to 5% and they aim to increase more within the years ahead. Y ¶Rasa uses 7% of their total sales for advertising budget and 15% of this advertising budget is reserved for online advertising. Faceable, Twitter and Youth accounts and their own web page are used for online advertising.They prefer to use outsourcing for advertising and work with several advertising agencies. They provide to their customer the real-time returns on social media accounts. This is an implementation which make s dissolve customer's doubts away and increase the existing customers' commitment. With efficient usage of social media, they have an advantage in terms of marketing among their competitor. Therefore brand recognition of Y ¶Rasa and their sales increase by time. They also use television, newspapers and magazines to reach their potential customer mass and they assert these are the most powerful channels they use.As it is mentioned before, they prefer to use a lot of advertising tools, several of which have combination of informative, persuasive and reminder characteristics. They aim to inform people about their product and production techniques, persuade and stick in exist and potential customers' mind by their Jingles and motto. They prefer the ads to be minder and persuasive while they are introduce new products to customer. They also want to ensure that the ads are completely honest and suitable brand's mission and principles.Y ¶Rasa uses five approaches. They use â€Å"music al† approach to make advertisements more reminder than traditional advertisements. They use â€Å"slice of life† approach to make their existing and potential customers feel themselves closer to the company. â€Å"Lifestyle† approach is supplementary to the slice of life approach. They are trying to implement â€Å"scientific evidence† approach and the â€Å"technical expertise† approach to advertisements as a combination. When implementing the combination, they take into consideration all certificates, company principles.One of the most important questions which asked by most of the companies is possibility of calculating return of social media investment. So many studies are being done about this topic but it is not very easy to value a â€Å"like† or a â€Å"follower† exactly. But it can be said that Y ¶Rasa is not only achieved their targets about usage of social media but also their recognition of brand has increased with usage of social media. They decide how long ads will stay on TV or any other advertising channels by taking into inconsideration watching frequency and researches about ads effectiveness.Generally advertisements display for month on TV but there is no time limit for social media ads. According to Y ¶Rasa, range of their advertisements is set by customer; frequency of advertisements is set by Y ¶Rasa and agency by taken into consideration research results and advertising budget. They prefer minimization of positive impact of advertisements. B. Coca-Cola As one of the most highly recognized soft drink brands in the world today, many people love Coca-Cola because of its sweet fine taste and refreshingly nice flavor. Today, it comes in different enticing varieties including Coca-Cola Vanilla, Coca-Cola Zero and Diet Coke.In order to know more about this great product, it is good to learn its history including information on the person who invented Coca-Cola. The consumer world is changing . Consumers do not want brands to communicate one- way. A story should be told. Coca-Cola is one of corporations have brand story. If it is a good story, it is spreading spontaneous. In all of their campaigns, it is wanted to create such stories because they believe and tell each other so that their communication occurs in this way. Otherwise, they do not want to be limited to certain periods of the messages.So, if it is said â€Å"Coca-Cola yammerer iii giddier. † (Coca-Cola goes well with food. ), they do not want to say only three months. After television ad, later on, all year in stores and digital area they continue same communication. For such communication, the necessary approach is used. Generally, musical and lifestyle, more music, are come to the fore. Music makes people happy and â€Å"mutual kappa as (open happiness) is their slogan. Coca-Cola is one of the best example of â€Å"Think global act local† motto. Coca Cola is a global firm but it acts as local company.Especially, Coca-Cola Ramadan ads are examples of this strategy. If the firm is perceived as member of an idea, it can lose some of target group and sales can decrease. Ramadan ad strategy transformed the threat into an opportunity. So, is it developed different strategies for different locations. Sometimes the ad can be informative, sometimes persuasive. Generally, the ad includes the mix of those. Decision depends on target group and products will be introduced. After interviews with the advertisement agency, the advertising tool which they should use is planned.Most of time, music helps advertisements to become informative, persuasive or reminder. Therefore, they care about the music festivals to reach people. The most known of the festivals are â€Å"Rock Coke† and â€Å"Fantasy Genii Festivals† (Fantasy Youth Festivals) in Turkey. The messages can be changed by the time. For example, during Ramadan, the ads are related in family themes, especially big fam ilies. On the other hand, in festive times, the messages are sending to young people, ads are about youth, entertainment and dance. In recent days, the new post is about Christmas.However, generally, it can be said the message must include happiness. As it is seen end of most ads, it is concluded with â€Å"mutual kappa as (open happiness) sentence. The ad time depends on the ad kind. This situation is changeable. Sometimes outdoor advertising need to people, area and legal permits, and it may take a week, maybe one day. When it is used billboards, the ad can be presented during one month. On the other hand, television ads are standardized. According to the ad, it has different time. Christmas ads are on view one or two weeks. The situation is more stable for the internet ads.In the process of advertising using the method, Cola products in general, young, care about healthy vying and vivacious people who have adopted as the main theme discussed are used of advertisements. On the ot her hand, when the main competitor Pepsi is investigated, it is observed its ad strategies generally are interested in famous stars have a reputation across the globe. Finally, Pepsi has been forced to change its strategy because most of time, Pepsi products are perceived as if for rich people. So, Coca-Cola is more effective in the field of traditional advertising.As mentioned above, Pepsi preferred famous people and it brought millions of dollars cost. This strategy did not work, because famous people do not convince as before. Coca-Cola is affecting simple but effective people ads. It interests the culture of societies and accordingly, it acts. In recent times, as a new advertising tool, new product placement system is emerged, popular TV series are used and feedback shows that it is successful tool to reach customers. The other new ad tool is digital media. Digital media supplies to understand what consumer think say and do.Clicks such as like clicks, comment clicks or dislike o nes are not a certain feedback. Click feedbacks cannot be measured as outcome of ad investments. But, absolutely they bring to rise o sales and revenues. At least, digital media helps to take the right steps. Ads contribute the company to recognize, traditional or digital. In the carbonated beverage industry, there should always be ad. Although digital media supplies less cost, it is Just focus of consumers who use more tech. Target group of Coca-Cola is wider, it covers online customers. So, the target group includes people of variety generations.The company uses mix advertising tools such as traditional, digital and outdoor advertising. All of them bring about different benefits. Digital media brings about some benefits to ad world. Every day, evolving network model and social networks help to make users happy. Thanks to profit at zero cost, competition and productivity are rising between businesses. New products and services are tested by online consumers with zero cost, it is di rectly seen problems, suggestions and requests of customers, increasing of brand awareness. These benefits make digital media become attractive.Nevertheless, traditional media is more used to get more consumers. Thanks to traditional media, Coca-Cola Company is leader and it has prestige in its industry when compared to its rivals. Digital area is interesting for the sat two years, for Coca-Cola. After the ideal agencies are determined, they have established a strong infrastructure. For example, this year they invited to official Faceable page for announcing the list of Rock Coke. Then, they announced that the list is not declared until gathering 10 thousand members of camping. It Just took a week to collect 10 thousand members.And then, the list is declared. World revenue of Coca Cola is $95 million. 8% of this revenue is used for advertisement and marketing expenditures. For thirty years, as an outsourcing, Coca-Cola & Pars McCann Erickson have worked together. For expenditures, t hey spend production costs of print, radio, internet and television advertisements as of the first date the advertisements take place. The following amounts reflect the total worldwide amounts spent on print, radio, internet, and television advertising. While choosing outsourcing agency for the ads, success of the agency is important for the first step.Then, the agency must understand what they aim. Innovative and forward-looking characteristics are more significant, because Coca-Cola is leader firm in the carbonated beverage industry. In Turkey, Coca-Cola Company is in a good relation tit McCann Erickson for 33 years. The advertisement's reach, frequency, impact and the other details are arranged by Pars McCann Erickson Agency. The internet ads have shorter time, the other ads on television are more often presented and they usually take time between half a minute and a minute. In accordance with the given instructions, the ad is emerged for the planned aim. . Move Turkey. It produc es fresh dairy products. Whether their employees or their customers, their priority is always â€Å"human†. Big or small, near or far, every one of their clients has the same meaning and same value for the company. Their understanding of quality and performance that constitute their group philosophy leads them to work hard, develop continuously and sustain their preciseness in production and services. Nova's motto and mission are suitable to the â€Å"innocent milk† principle and they are providing completely honest advertisements for their consumers and customers.In this regard, they are trying to be extremely careful. EX. and ITS approved certificates and awards can be seen all of their products to state Nova's principles. Moreover, they are trying to show their products' quality which is top quality, even by EX. standards. It is also named as the highest â€Å"premium quality'. Approximately 10% of their total sales are allocated for the advertising budget. About 2 5% of the advertising budget is allocated for the online advertising budget. When they first started, it was 1. 5%. However, they have increased it to 3% and they aim to make it 5% within the next five years.They prefer to use outsourcing for advertising. The outsourcing company is Refiner Advertising Agency. In the field of advertising characteristics, they are trying to inform consumers about their products and production techniques. Also, they are trying to convince consumers with the artifices and awards they have uniquely in the industry. With their â€Å"mottos and jingles†, they are trying to take a place in their existing and potential customers' minds. These techniques created serious positive impacts on company's sales.When introducing new products to the customers, they prefer to make advertisements more persuasive and reminder than previous advertisements. Move uses five approaches. They use â€Å"musical† approach to make advertisements more reminder than traditional advertisements. They apply â€Å"slice of life† approach to make their existing and potential customers feel themselves closer to the company and products. Lifestyle† approach is complementary to the previous approach. They are trying to apply â€Å"scientific evidence† approach and the â€Å"technical expertise† approach to advertisements as a combination.When applying this combination, they consider all certificates, company policies and customers to choose optimum advertising arrangements. Move is using a website, three main social media tools, including Faceable, Twitter and Youth, and also newspapers, magazines and television advertising. According to Move, they are using their website and social media really effectively than their rivals. For example, Move Faceable page has â€Å"Marimba† (Hello) application. This application provides Move to reassure customers that has doubts and to increase the loyalty of existing customers. It i ncreases Nova's brand recognition.Furthermore, every comment made on social media, every question asked by customers and every tweet is responded by company experts in real-time. They are also developing small add-ones and applications for social media. As a result of these application and developments, sales increased dramatically. In this way, it is an important advantage in terms of marketing. Move generally prepares advertisements in the form of video and presents them to their customers with TV ND social media. Even if their TV commercials remain nearly one month on-the-air, there is no time limit for their social media advertisements.This comparison is the asked by each company is return on social media investment is whether it is possible or impossible to calculate. Too many attempts are made in this regard, but the value of a â€Å"like† or the value of a â€Å"follower† is not possible to calculate. In fact, social media is a marketing tool for the vast majori ty. Moreover, return on advertising investment is the most important criterion. If the targets, which they set before the advertising, re exceeded after advertising and advertising investment pays for itself, they succeed in advertising investment.However they do not use Just this method, they have also other criteria. (Other criteria are classified. ) Also, the return of the low cost digital media is appropriate for their budget and the main feature of digital media is it can be presented to their existing and potential customers in a short time. They try to measure the benefits with advertising investment return and brand value change. Currently, they are not planning to enter to international markets within five years. However, Move has serious plans to enter European markets. While establishing and certifying their company, they prioritize that aim.Therefore, the quality of products which Move produce is at the highest level, the â€Å"premium level† according to ITS and also EX. standards. Like every modern company, Nova's main goal is to attain new generation customers with the help of developing digital media and ensuring the long term sustainability. However, in doing so, they are very careful about two points. First, they try not to disrupt the media channels which are necessary to reach their existing customer base. Second, while maintaining their existing customer base without compromising quality and understanding, they try to impress potential customers.Move sets the new target customer base firstly. While determining new base, they try to preserve their existing customer base. Then, they are doing marketing research. They select random samples to test their demo advertisements. Finally they publish their advertisements depending on the positive results which they obtain at tests. The target customer base determines their range. According to the results of their advertising research and their advertising budget, they decide the frequency wi th their advertising agency. They prefer minimization of positive effects, while setting the impact of their advertisements. . Ã'Å¡liker International Ã'Å¡liker, whose history goes back to 1944, is one of the best loved brand names in Turkey. Founded and built in the 20th century, the Ã'Å¡liker brand, riding on its phenomenal momentum, was carried into the 21st century, seemingly unlimited by time and space. With its roots in tradition but reaching toward the future, Ã'Å¡liker is a name that continues to focus on the sociological and economic wellbeing of the community, but in parallel with that side of its existence, the organization is gaining new meaning. For the timeless Ã'Å¡liker brand, there seems to be no end in sight.The name Ã'Å¡liker became synonymous with happy memories and the intrinsic values of trust, honesty and affinity. Ã'Å¡liker became part of the daily lives of many Turkish families and slowly but surely became entwined in the lives of consumers. Since 1944, the c ompany's industrial, managerial, marketing and sales; advertising and customer relations activities have been based on the corporate culture established by the Ã'Å¡liker name. This is what makes Ã'Å¡liker more than Just a brand name. Ã'Å¡liker International uses 10% of their advertising budget for online advertising. For these