A form of communication - Free Essay Example

Advertising as a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. It has different connotation related to the different people related to the field of advertising. To the CEO of a corporation, advertising is an essential marketing tool that helps create brand awareness, loyalty and stimulates demand. To an art director in an advertising agency it is a creative expression of an advertising concept. Advertising related issues most often are left to the discretion on the viewer. Some might perceive these issues as ethical while others may loathe the advertisements on liquor and alcohol. Although the Indian government has taken a moral stand of banning the advertisements of these substances, but the manufacturers of these products have resorted to something called as surrogate advertising. Surrogate Advertising is done when the original product is not allowed to advertise itself on mass media. In India, alcohol brands are not allowed to give advertisements on television, so alcohol marketing firms use surrogate products like mineral water, soda, juice to hit consumers with the brand name. The brand name of the alcohol product is the same as the surrogate product. Kingfisher advertising packaged water, liquor manufacturers like Bacardi advertising compiled music CDs and Jagjit Industries advertising Aristocrat Premium apple juice are some of the prime examples of surrogate advertising in India. When people view these advertisements they associate themselves with these products. The extent to which Kingfisher is successful in this strategy is the topic which is being studied in this paper. Objectives/Research Questions: Our main objective is to evaluate the impact of surrogate advertising by Kingfisher by measuring its imact on the relationships between Brand Awareness, Brand Attitude and Brand Image amongst consumers. Literature Review Hypothesis: The review of literature shows that a number of studies have been conducted, especially in developed countries, on the ethical dimensions of surrogate advertising, (Zanot and Pincus, 1983; Hunt and Vitel, 1986). Few studies have been carried out to measure the effectiveness of surrogate advertising by products such as liquor and tobacco. But these studies were conducted in countries where the advertising of such products is not banned. Surrogate advertising is a fairly recent phenomenon emerging in countries where direct advertising of such products is banned completely. We begin by examining the impact of surrogate advertising of alcohol brands (Parulekar, 2005) on their brand equity (as defined by Keller 1993). The Government of India banned advertising of alcoholic beverages and cigarettes vide Rule 7(2) of the Cable Television Networks Rules 1999. In response, marketers of alcohol brands resorted to advertising of non-alcoholic beverages, sports gear, bottled water and a host of other alcohol-unrelated products as extensions of their alcohol brands. This form of advertising is now referred to as surrogate advertising. Brand Awareness: Brand awareness has been an important and often used construct for researchers assessing advertising and sponsorship effectiveness (e.g., Johar, Pham, Wakefield, 2006; Keller, 1993, 2003, 2008; Lardinoit Derbaix, 2001; Macdonald Sharp, 2003; Sandler Shani, 1993). Keller (1993, 2008) pointed out that brand awareness, or consumers ability to recall and recognize a brand from memory, is an important factor in the consumer decision-making process. For example, it is important that consumers are able to retrieve the name of the brand when they think of a particular product category. Brand Awareness consists of brand recall and brand recognition and brand recall can be further divided into aided recall and unaided recall (Zinkhan, Locander Leigh 1986). Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition (Leigh Menon, 1986). Brand Recognition reflects the ability of a consumer to see a particular brand as an established brand and not as a brand which they are seeing for the first time. Brand awareness measures the accessibility of the brand in memory. Brand awareness can be measured through brand recall or brand recognition. Brand recall reflects the ability of consumers to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or some other type of probe as a cue. Brand recognition reflects the ability of consumers to confirm prior exposure to the brand (Miladian, Hossein, and K. Nagendra Badu., 2009). In addition, brand aw areness is important as it alone can affect consumers decisions about brands in a consideration set (Keller, 1993). This is especially true for low-involvement products (e.g., soap) as consumers are likely to minimize their decision-making efforts (Keller, 1993, 2008). Consumers attempt to save time and cognitive effort, by selecting a brand they know (Macdonald Sharp, 2003) or with which they are familiar (Aaker, 1991). Brand Image: Brand image is variously defined as the set of beliefs held about a particular brand (Kotler, 1988, p. 197) or a set of associations, usually organized in some meaningful way (Aaker, 1992, pp. 109-10).The second school, variously termed the brand image school, (Joyce, 1967; Ogilvy, 1963), humanistic advertising (Lannon and Cooper, 1983) and right-hand side of brain approach (McDonald, 1992) has at its core a more symbolic, intuitive and emotional view of products and advertising in the scheme of consumer decision making. Brand Image is the overall perception of a product which the consumers have. It is basically the kind of association which they develop between the product attributes (existing as well the non-existing but desired) and the brand name. Brand Image is built through a period of time and advertisement plays a large role in this. Brand Awareness and Brand Image: Brand awareness is also a necessary step for creating an association with the image of a brand. Without awareness of a brand, no other form of communication effects (e.g., brand attitude, brand images, and brand experience) can occur (Aaker, 1991; Keller, 1993, 2003, 2008; Macdonald Sharp, 2003). Keller (1993, 2003, 2008) explained that in addition to brand awareness, these effects comprise brand knowledge and they serve as the source of brand equity . Brand awareness and brand preference will affect the core brand image (Shwu-Ing Wu Chen-Lien Lo. 2009) and is positively related to core-brand attitude (Kardes and Kalyanaram,1992; Alpert and Kamins, 1995). Various theories on advertising and strategy have stated the positive brand awareness will lead to heightened brand image. This is a part of the well established Communication Strategy (Percy, Larry, Rossiter, John R., Elliott, Richard, Strategic Advertising Management, 2001). Four communication effects have been discussed in the work of Rossiter and Percy, and it will be from these effects that the following communication objectives were drawn: category need,brandawareness,brandimage builfing, andbrand purchase intention. Category need refers to the target audiences feeling that they would like a particular product or service in order to satisfy a specific need. It is important to remember here that category need is a perception, and therefore it can be established by the advertiser. By successfully establishing a belief in the target audiences mind that links the product category and a felt need, the advertiser can stimulate primary demand for the product category. Category need is the communication effect that causes primary demand. Brand awareness is the target audiences ability to identify a brand within a category in sufficient detail to purchase or use it. We have already seen that at the product category level consumers will not buy unless there is a perceived category need. At the brand level, consumers cannot buy unless they are first made aware of the brand. As a result, brand awareness must always be considered first, before any other communication effect. Hence we propose the following hypothesis: H1: Brand Awareness and Brand Image are positively related. Surrogate Advertising and Brand Awareness, Brand Image: The cue actually used by the consumer in place of another to evaluate alternatives may be called a surrogate indicator (Cohen, 1972). Brand awareness has been one of the most important ways of assessing the success of any marketing campaign. The available research literature on Brand awareness explores a variety of issues like factors affecting Brand Awareness of Virtual Advertising (Tsuji, Bennet Leigh, 2009), study on Brand Awareness towards common Hair Shampoo brands (Kathuria Jit, 2009). Therefore, the impact of marketing and advertising campaigns on Brand Awareness has already been studied by various researchers. Although cognitive awareness of Brands has been measured effectively to determine the strength of marketing and advertising campaigns, the effect of surrogate advertising on Brand Awareness has not been explored in developing countries. A research paper measuring this becomes all the more significant because a lot of industries like liquor and tobacco have resorted to advertising their products via this method in India. A few examples of such Brands could be Kingfisher, Bacardi etc. A research paper which attempts to explore this territory is Consumer Psychographics and Surrogate Advertising: An application of multiple discriminant analysis (Sharma Chander, 2007), but this paper too falls short on measuring the impact of surrogate advertising on Brand Awareness levels. Keeping the deficiencies in the existing literature in mind we attempt to study the impact of surrogate advertising on Brand Awareness. We went through literature to examine the effect of advertising on brand image. The function of advertising is to create the symbolism and imagery around the product which will result in a relationship between the brand and the consumer. The consumer is seen as active, knowledgeable, sophisticated and involved in the process of giving meaning to brands. Brand choice is based on emotional and intuitive feelings about brands, their images and meanings for consumers and how these brands satisfy consumer needs and seem to fit into the consumers relationship with his/her world. Based on the literature, we have arrived at 2 main functions of advertising on brand image. The first function is largely informational in character in that performance specifications of the brand are presented. The second function is to imbue the brand with human-like rather than mechanistic performance-oriented values. Brand image is the perception which the consumer holds of the product and its attributes (Cohen, 1972). Essentially perception is built through environmental cues and it is here that surrogate indicators through advertisements can play a very important role. The consumer often lacks complete information about the products and to fill this gap surrogate indicators play a crucial role. For eg: price can be seen as factor determining quality. The customer is dependent on these even more when he/she has not used the product before and in such cases perception of the product plays an even more important role. Similarly there are various indicators which effect the perception which the consumer builds. Some of these are colour (Kingfisher Beer uses red colour for its bottles and the same can be found on the drinking water bottles as well), symbols and endorsements which are shown in the advertisements. When the consumer cannot make use of proper evaluative criteria to compare and select br ands, it is these cues which then guide him to make his perception. We were able to site numerous research papers on the ethical aspect of surrogate advertising for alcohol and tobacco in India but hardly any on the relation between surrogate advertising and the corresponding brand awareness and brand image. This is used as a strategy to advertise products like liquor or tobaccoà ¢Ã¢â€š ¬Ã¢â‚¬ the advertisement of which otherwise, is banned in our country (Sharma Chander, 2007). It relates to advertising by duplicating the brand image of one product extensively to promote another product of the same brand. When consumers look at these advertisements, they associate these with banned products. Hence, such products are indirectly advertised, and therefore, influence their behaviour. There is no doubt that the hidden call for alcohol consumption behind the surrogate advertisements is not escaping the eyes of viewers of the worlds fourth highest liquor consuming country. Their paper discusses the psychographics of the target audience since they are th e final evaluators of advertising. The implications thus, are left for the advertisers to modify and redesign their advertising strategies in accordance to the consumer psychographics, so that they can find a way out which is more ethical and positive for the society or their target market rather than resorting to surrogate advertising. A significant negative impact on the brand awareness level and brand association set was found for 4 out of the 6 alcohol brands evaluated (Parulekar, 2005). The common factor for these 4 brands was that they were non-beverage extensions. The author concludes that the extent of dilution of brand equity is a function of prior brand exposure, the surrogate category chosen and articulation of advertising for the surrogate product. This suggests that surrogate advertising has two effects on the mind of the consumer. First, it dilutes the recall of the actual product and focuses the consumers attention on the surrogate product (for eg. Consumers attention might get diverted to Kingfisher Mineral Water which is the surrogate product from Kingfisher Beer, which is the actual product the UB Group is trying to advertise). Secondly, as stated above, this may lead to ethical implications where certain consumers think it is unethical for companies to adopt this strategy and lead to weakening the relationship between brand awareness and brand image. This leads to our second hypothesis: H2: Post exposure to Surrogate Advertising, the relationship between Brand Awareness and Brand Image would get weakened. Model: The objective of the research is to study the effect of Surrogate Advertising done by Kingfisher on the relationships between Brand Attitude, Brand Image and Brand Awareness of Kingfisher. The above model has been proposed for the same. The independent variable (IV) is Brand Awareness, which will be used to gauge its effect on the dependent variables (DV) Brand Image and Brand Attitude.The moderating variable is surrogate advertising. Brand Attitude: Brand attitudes are defined as consumers overall evaluations of a brand (Wilkie, 1986). Brand attitudes are important because they often form the basis for consumer behaviour (e.g., brand choice). A widely accepted approach to capture brand attitude is based on a multi-attribute formulation in which brand attitudes are a function of the associated attributes and benefits that are salient for the brand. Fishbein and Ajzen (1975; Ajzen and Fishbein, 1980) proposed what has been probably the most influential multi-attribute model to marketing (Bettman, 1986). This expectancy-value model views attitudes as a multiplicative function of (1) the salient beliefs a consumer has about the product or service (i.e., the extent to which consumers think the brand has certain attributes or benefits) and (2) the evaluative judgment of those beliefs (i.e., how good or bad it is that the brand has those attributes or benefits). Attributes are those descriptive features that characterize a product or service-what a consumer thinks the product or service is or has and what is involved with its purchase or consumption. Product-related attributes are defined as the ingredients necessary for performing the product or service function sought by consumers. Hence, they relate to a products physical composition or a services requirements. Product-related attributes vary by product or service category. Non-product-related attributes are defined as external aspects of the product or service that relate to its purchase or consumption. The four main types of non-product-related attributes are: Price information. Packaging or product appearance information. User imagery (i.e., what type of person uses the product or service). Usage imagery (i.e., where and in what types of situations the product or service is used). Benefits are the personal value consumers attach to the product or service attributes-that is, what consumers think the product or service can do for them. Benefits can be further distinguished into three categories according to the underlying motivations to which they relate (Park, Jaworski, and Maclnnis 1986): functional benefits. experiential benefits. symbolic benefits. Brand Image and Brand Attitude: Whatever be the brandattitudestrategy, it must be associated with and preceded by first building the right brand image. As a type of brand association, brand image should have a direct effect on brand attitude (Faircloth, Capella, Alford, 2001), which, it has been noted, includes the consumers perceptions of all associations (e.g., Aaker 1991; Keller 1993). There is a positive direct influence of brand attitude on brand image. Thus, brand attitude has a direct effect on brand image which has been established by the above research paper. This research considered that brand attitude is a type of brand association, and therefore, should also indirectly influence brand equity through the brand image construct. Wilkie (1986) and Keller (1993) indicated that a consumers attitude towards a core-brand referred to the consumers overall evaluation of that core-brand, and forms the basis for consumer behavior towards that brand. There are numerous studies indicating that the accumulation of brand image and use experience is key determinant of attitude towards core-brand attitude (Carpenter and Nakamoto, 1989; Kardes and Kalynaram, 1992; Alpert and Kamins, 1995; Martinez and Chernatony, 2004; Ghen and Liu, 2004). This indicates that core-brand attitude can be influenced by core-brand image and use experience of core-brand that are as follows. Hence, we propose our third hypothesis: H3: Brand Image and Brand Attitude are directly, positively related. Advertising and Brand Image, Brand Attitude: Brand Extension is a strategy used by most companies to leverage an existing brand name for other products (Serrao Botelho, 2008). Kingfishers packaged drinking water is an example of brand extension. The effect of brand extension on brand image of the original product has been studied by in the above mentioned paper. Brand Image is essentially the set of perceptions which a potential consumer hold of the product attributes. Stronger is this set of perceptions, stronger is the brand image. Now brand extension can have both effects on the brand image of the initial product. It might go on to dilute it in case the extended brand is not able to meet the expectations or it can also reinforce it. In our case where advertisements of liquor are banned, surrogate advertisements can be the sole medium of building more information about the product and hence can strengthen the brand image. This leads to our last hypothesis: H4: Post exposure to Surrogate advertising, the relationship between Brand Image and Brand Attitude will be strengthened. Gap in Literature: The Literature Review has helped us in understanding the various factors that are to be considered in analyzing the effectiveness of surrogate advertising, i.e. the literature aided us in defining the variables of our study. While the various research papers provided above have studied extensively about the impact of surrogate advertising in countries where these advertisements are not banned i.e. mostly developed countries, little work has been done to in this field in developing countries like India where liquor and tobacco are major industries and surrogate advertising is banned. Thus this research will help in understanding the effectiveness of surrogate advertising on the Indian consumers. Although Jamshedpur is being taken as a representative sample for this study which has its distinct demographics and lifestyle, our objective is to get statistically significant results which could be extrapolated to states in India and developing countries across the world with similar charac teristics. Operationalizing and Measuring variables for study: Brand Awareness: Researchers have assessed brand awareness through the use of recall and recognition scales, which test the ability of consumers to remember advertising from memory. In the paper Dimensional Relationships Aided recall and recognition (Zinkhan, Locander Leigh 1986) it was determined that cued recall is less demanding for the consumer because they are provided cues to access the appropriate memory trace. Recognition is much easier than the previous two methods in that target items are presented along with one or more distractor items to the respondents (Leigh Menon, 1986).Therefore, recognition is solely dependent upon ones ability to discriminate the correct items from the distracters. According to this literature, in an advertising recognition test, there are two possible responses (i.e., yesor no) to two types of advertising stimulus (i.e., real or distractor), which create four possible outcomes. First, a hit is recorded when an individual responds,yes to real advertising. If, however, one fails to recognize the real ad, the response is called a miss. Another incorrect judgment by a respondent is false alarm in which the subject answers yes to a bogus advertising stimulus. Finally, a correct rejection occurs when the subject says no to a distractor. Further analyses of recognition tests mainly use the hit rate (H) and the falsealarm rate (FA) for adjustments and corrections (Leigh Menon, 1986). A hit rate is calculated by the ratio of targets correctly chosen (Tc) to the total number of target stimuli available (T), whereas the false-alarm rate is the ratio of incorrectly chosen items (Dc) to the total number of distractor items included in the test (D) (Leigh Menon, 1986). For instance, a hit rate of 1.0 denotes that the respondent correctly selected all target stimuli in the test set. However, a hit rate of 1.0 would not be a brilliant score unless his or her false-alarm rate is also low. Scores of both 1.0 on both hit rates and false-alarm rates imply that the subject answered yes to all items. When one has a same score on both hit rate and false-alarm rate (i.e., H = 0.3, FA = 0.3), it implies that the responses occurred by chance. Therefore, a researcher seeks high hit rates and low false-alarm rates from respondents. Recognition tests are criticized for their failure to account for respondents errors. Shapiro (Shapiro, 1994) argued that recognition studies that use only the correct number of responses would be unable to completely understand the human recognition process. He noted that research that merely counts the number of correct responses may incorrectly conclude that recognition memory is substantial, when, in reality, it was changes in judgment about memory. He put forward the argument that a simple measure of hit rate (H) minus false-alarm rate (FA) would suffice. In our study, this formula will be referred to as corrected hit rate or HC. HC = Hà ¢Ã¢â€š ¬Ã¢â‚¬ FA According to Keller (Keller, 1993) Brand Awareness refers to customers ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. For the purpose of our research we have that Brand Recall and Brand Recognition lead to Brand Awareness. Brand Recall: The extent to which a brand is recalled as a member of a product class and is distinct from brand recognition. Brand recall is to an extent measured by the degree of unaided recall. For eg, a person can be asked to recall the names of cigarettes or beer brands he may know. Researchers have found that brand recall is the sum of unaided and aided recall.The extent to which a brand is remembered when pointed is called aided recall. An example of such a question is What is Kingfisher famous for brand. For brand exposure companies look for high degree of unaided recall with respect to their competitors. The top of the mind recalled brand is the first to be evaluated in consumers mind for purchase. For the purposes of our research Brand Recall is being measured through the Likert Scale. Measures: Please name all the brands of beer you can think off. Please name all the brands of beer you can think of that you would bring to a youth party. We realize that it is not only important to measure the depth of recall (the percentage of people who know about the brand) but also the width of recall (the cues that lead to brand recall), which in our case is the kind of surrogate advertising which helps the consumers recall the brand. Typical cues would be: Subcategories. Consumption occasions / goal ( beer you would like to take for a beach-party ). Places (available in super-markets, bars etc.). People ( drink alone, in a group ). Brand Recognition: Brand Recognition reflects the ability of a consumer to see a particular brand as an established brand and not as a brand which they are seeing for the first time. In a recognition task consumers see stimulus ( e.g. mineral water bottle of Kingfisher ) and must say whether they have seen it before. Here it is important to make the task as realistic as possible by allowing only a short amount of time to answer the recognition question and by using realistic stimuli and context. The experimental group and control group are exposed to different stimuli (e.g. competitors brand). In the next step people see the old stimuli again with new ones and are asked to decide if the stimulus is old or new. To correct for peoples tendency to guess ( to say that they recognize when in fact they are uncertain ) one can compute a score called d-Prime score (HR-FA), Where, HR : Percentage of respondent who correctly identify the target stimulus: FA : Percentage of respondents who incorrect identify a new stimulus which has not been shown before. The following questions could be asked: Here is a list of (brand/ads/logos), do you remember seeing these today, yesterday, last month etc. Complete the following: K_NG_ISH_R, B_C_RD_ etc. Brand Image: Brand Image is the overall perception of a product which the consumers have. It is basically the kind of association which they develop between the product attributes (existing as well the non-existing but desired) and the brand name. Brand Image is built through a period of time and advertisement plays a large role in this. Whenever an advertisement is made, a company makes certain claims about the attributes of the product. This forms part of the expectations which potential customers generate and a positive relation between these expectations and the actual product helps build a strong brand image. Measuring Brand Image: Brand Image can be measured on 2 aspects, General Brand Image(GBI) which is associated with the brand in consideration and its symbolic aspects and Product Brand Image(PBI) which specifically relate to the physical attributes ,functional, emotional and self-expression benefits of the product (Martinez; Chernatony, 2004). Since we are considering brand image through surrogate advertisements it makes more sense to consider the GBI since physical attributes cannot be gauged through this form of advertisements. We propose to use Likert 7 points scale varying from à ¢Ã¢â€š ¬Ã¢â‚¬ ¢ completely agree à ¢Ã¢â€š ¬Ã¢â‚¬ ¢ to completely disagree for measuring the GBI on the following items (Martinez; Chernatony, 2004): This brand provides a good value for money. There is a reason to buy the brand instead of others. The brand has personality. The brand is interesting. I have a clear impression of the type of people who consume the brand. This brand is different from competing brands. Brand Attitude: Brand attitude can be viewed as the understanding a person has in terms of how they evaluate a particular brand and its ability to satisfy what the consumer is looking for in the product. There are four important characteristics about brand attitude that we need to understand. First of all, brand attitude depends upon what the potential buyer wants now from the product, which is the motivation that drives someones behaviour. Second, brand attitude is made up of what someone knows about a brand (cognitions or beliefs) and what they feel about the brand (affect or feelings). Thirdly, someones knowledge is usually made up of a number of different beliefs about a brand. And finally, brand attitude is a relative concept. Scale: Again a 7 point likert scale was used from 1 to 7 where 1=very and 7=not at all (Kathleen J. Kelly, Michael D. Slater, and David Karan,2002). Extent to which the brand is appealing. Extent to which the brand is cool. Extent to which the brand is In -Style. Extent to which the brand is likeable. Method: Participants (n = 110) were people aged between 24 to 40 years across India. People were administered a questionnaire to assess brand awareness. Since brand awareness consists of brand recall and brand recognition, both these aspects were measured using this questionnaire. Brand recall consists of unaided and aided brand recall. Unaided brand recall was measured by showing the respondents a set of 30 advertising images of various beer brands. Then they were asked the question as to which brands do they recall on the prompt. Images of surrogate ads of kingfisher were mixed with a few distracters of beer ads images like Fosters. Every time the respondent mentioned a kingfisher ad which was there in the images we recorded it as a hit (H). However every time he recalled an advertisement which was not there we recorded as a false alarm (FA). When the respondent mentioned an ad which was in the images but it was not Kingfishers we gave it zero weight age. Combining the hits and the false a larms of the respondent, the corrected hit rate (HC) was calculated as HC = H-FA for each respondent. The similar procedure was repeated for all the 110 respondents. To measure aided recall the respondents were prompted with a 10 options of images to choose from in which there were a few distracters as well which were not there in the original set of images. To measure the hits every time the respondent marked the option which was there in the original set of images we recorded it as a hit and every time the respondent marked an ad which was not there in the original set of images, it was recorded as a false alarm. However every time the respondent marked an option which was there in the images we gave it zero weight age. To measure brand recognition we blurred the images of certain surrogate ads of Kingfisher along with a few distracters and asked the respondent if he could recognise the ads. Every correct recognition of a kingfisher ad was recorded as a hit while every incorrect r ecognition was recorded as a false alarm. However, every correct recognition of a distracter was given no weight age. A few of the images shown to the respondents are as follows: The questions for the brand attitude and brand image scales have already been mentioned above. They were administered twice, one before and once after the respondent was exposed to the external stimuli (surrogate ad). The sum of each scale was taken and a linear regression was run to find the significant values and check for hypothesis. Research Design Respondents: 110 respondents aged between 24 to 40 years across India. Data collection: For the purposes of administering the questionnaire we had short one to one interactions with the respondents. Further online questionnaires were floated to target students and working professionals. Control of extraneous variables: Since most part of the research was done through an online survey, there was little scope to control the effect of extraneous variables. Ideally, the study should have been conducted in a controlled environment wherein each respondent was exposed to the external stimuli in the same setting and environment, but due to resource constrains this could not be done. Results and Analysis: We intend to study the relation between brand awareness and brand image; and brand image and brand attitude and the effect of surrogate advertising on these relationships, before and after the application of external stimuli. Brand AwarenessÃÆ'  Brand Image: Brand Image ÃÆ'  Brand Attitude: Now we ran regression for both the equations (before and after the participants saw the surrogate advertisement advertisement video) and the significance was observed. Next the standardized Beta coefficient was compared before and the video to establish the effect of the video. Relationship: Beta (Standardized): The level of significance is greater 95% for Eqn. 1 in both the cases (pre and post exposure to stimuli), with a positive standardized beta which means that there exists a positive relationship between brand awareness and brand image. Hence our hypothesis (hypothesis 1) has been proved. Brand awareness and brand image are positively related. In the case of Eqn. 1, the value of the standardized coefficient, Beta, has decreased post exposure to external stimuli, which means that the relationship between brand awareness and brand image actually weakened after the respondent is exposed to the external stimuli. Hence our hypothesis (hypothesis 2) has been proved. Post exposure to Surrogate Advertising, the relationship between Brand Awareness and Brand Image would get weakened. The level of significance is greater 95% for Eqn. 2 in both the cases (pre and post exposure to stimuli), with a positive standardized beta which means that there exists a positive relationship between brand image and brand attitude. Hence our hypothesis (hypothesis 3) has been proved. Brand image and brand attitude are positively related. In the case of Eqn. 2, the value of the standardized coefficient, Beta, has increases post exposure to external stimuli, which means that the relationship between brand awareness and brand image actually weakened after the respondent is exposed to the external stimuli. Hence our hypothesis (hypothesis 4) has been proved. Post exposure to Surrogate Advertising, the relationship between Brand Image and Brand Awareness would get strengthened. The reasons for a slightly lower alpha coefficient could be: The scale proposed for measuring brand image comprised of General Brand Image and Product Brand Image scales. However as Product Brand Image Scale consisted of specific product attributes which cannot be gauged through surrogate advertisements we took only the General Brand Image items for measuring the brand image. This could be one of the reasons for lower value Cronbachs alpha coefficient for brand image. Adaptation of the scales to Indian context. Low control on extraneous variables. Likely implications: Our research could be of benefit to various liquor and tobacco companies in India to help in marketing and advertising and also to the various regulatory bodies. Ethical Implications- Surrogate advertisements are a debatable topic especially considering the fact that direct advertisements of liquor and tobacco is banned in India. If it is established that these form of advertisements actually increase the brand image and thereby resulting in increased sales then the whole purpose of banning the direct advertisements is defeated. Commercial Implications- However if the government still wishes to allow surrogate advertisements then even other companies can find this model useful. Limitations: The study is mostly conducted in Jamshedpur which is not a very big city. Beer consumption itself is low compared to metropolitan cities and choices of people may be influenced more by local brands than by established ones due to cheaper prices. Therefore even if surrogate advertisements are actually helpful in building a better brand image and awareness it might not get reflected in a city like Jamshedpur. For measuring brand awareness a large number of sample images need to be shown to the respondents under controlled conditions. Since the respondents responded to the questionnaire independently and not in a group extraneous variable like noise, light etc. could not be controlled for the lack of time and resources in carrying out the research. Scope for future research Evidently, there is a lot of scope in the field of surrogate advertising and its direct impact on brand image, brand attitude and brand awareness relationships. Future research can be expanded to larger cities and more quantifiable parameters like total sales volume can be used to determine the effectiveness of surrogate advertisements. Also, if brand awareness is measured overcoming the limitations mentioned above possible mediation of brand image leading to increased brand image through increased brand awareness on exposure to surrogate advertisements can be established. Effect of Surrogate Advertising on the Relationship between Brand Awareness, Brand Image Brand Attitude.

Influence Of Cultural Values On Advertising Essay

Influence of Cultural Values in Advertising Name: Institution: Introduction Commercial products of multinational companies are being marketed to people from different cultures owing to an increased growth in the world economy (Lin, 2012). Samli (1995) states that in most cases, consumer attitudes are largely driven by the framework of their culture. Mooji points out that global marketing strategies are not culture-free and should not be because its influence on consumer behavior is profound (1998, 2005) .In his article â€Å"The Globalization of Markets†, Levitt (1983) argued that customers can be persuaded by the same advertising appeals and values, irrespective of the culture they belong to. Different frameworks have been used to examine culturally based advertising and subsequently how culture impacts advertising. Two of such frameworks to be highlighted are: i.) low/high context, collectivism/individualism, hard/soft sell appeals (Lin et al., 2012); ii.) sociological research; ethnology inspired research and cross-cultural psychology inspired research (Dahl, 2004). Various authors examined advertisements in countries representing the Far-East (China) and Western (U.S.A.) countries in regard to the two contexts stated. i.) Low/High Context, Collectivism/Individualism and Hard/Soft Sell Appeals Lin et al. (2012) reviewed advertisements of similar products in the two countries and found that commercials in the United States contained a higher level of low contextShow MoreRelatedAdvertisement And Culture Of The Media1658 Words   |  7 Pages Advertisement and Cultural Transformation in Middle East: In Special Context to Oman Abhishek K. 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Cultural programmes where there is the use of local language is highlighted as an aspect of cultural development by both the interviewees and focus groups. An elderly presenter on Radio Rhino was another good example for cultural development as he was well versed with the norms, values and traditions of the local community. The programme Tekwaro presented by okullu Arach contributes

Piagets Cognitive Theory Essay - 1080 Words

Psychology Piagets Cognitive Theory Cognitive development is the development of thought processes, including remembering, problem solving, and decision-making, from childhood through adolescence to adulthood. Historically, the cognitive development of children has been studied in a variety of ways. The oldest is through intelligence tests. An example of this is the Stanford Binet Intelligence Quotient test. IQ scoring is based on the concept of mental age, according to which the scores of a child of average intelligence match his or her age. IQ tests are widely used in the United States, but they have been criticized for defining intelligence too narrowly. In contrast to the emphasis placed on a child ¡Ã‚ ¦s natural abilities by†¦show more content†¦Not everything can be assimilated into existing schemas, though, and the process of accommodation must be used. In accommodation, existing schemas are modified or new schemas are created to process new information. According to Piaget, cognitive development invol ves an ongoing attempt to achieve a balance between assimilation and accommodation that he termed equilibration. He formulated a theory that systematically describes and explains how intellect develops. The basis of his theory is the principle that cognitive development occurs in a series of four distinct stages: sensorimotor, preoperational, concrete operations, and formal operations. In the first, or sensorimotor, stage (birth to two years), knowledge is gained primarily through sensory impressions and motor activity. Through these two modes of learning, experienced both separately and in combination, infants gradually learn to control their own bodies and objects in the external world. Toward the end of Piaget ¡Ã‚ ¦s career, he brought about the idea that action is actually the primary source of knowledge and that perception and language are more secondary roles. He claimed that action is not random, but has organization, as well as logic. Infants from birth to four months however, are incapable of thought and are unable to differentiate themselves from others or from the environment. To infants, objects only exist when they are insightShow MoreRelatedPiagets Theory of Cognitive Development1075 Words   |  5 PagesPiaget’s Theory of Child Psychological Development There currently exists a great deal of literature based on child developmental psychology from a variety of great psychologists, notably Freud, Erikson, Bowlby, Bandura, Vygotsky, and many others. However, this paper will focus on the theories of Jean Piaget. Jean Piaget, a Swiss developmental psychologist and philosopher, was born in Neuchatel, Switzerland on August 9, 1896. After working with Alfred Binet in his children’s intelligence testsRead MorePiagets Theory of Cognitive Development959 Words   |  4 Pagesï » ¿ The term cognitive development refers to the process of developing intelligence and higher level thinking that allows a person to acquire problem-solving skills from the age of infancy through adulthood. A Swiss philosopher by the name of Jean Piaget took an interest in in developmental psychology; specifically in children during infancy through pre-adolescence. This model developed by Piaget still has a modern-day relevancy. Contributions to Learning and Cognition Read MorePiagets Stage Theory of Cognitive Development647 Words   |  3 PagesThe Piagets Theory The Piagets stage theory of cognitive development is also known as the stage theory. It introduces that, in the expansion of our thinking, we act through an organized and certain sequence of steps. 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Sensorimotor intelligence is thinking by observing objects and acting in response to them. Throughout the stages the child understands that objects continue to exist even when they cannot be seen which is referred to as object permanence. When a child exhibits a behavior that creates an experience that leads to repetitionRead MorePiagets Theory of Cognitive Development1173 Words   |  5 PagesCognitive development is the development of thought processes, including remembering, problem solving, and decision-making, from childhood through adolescence to adulthood. Historically, the cognitive development of children has been studied in a variety of ways. The olde st is through intelligence tests. An example of this is the Stanford Binet Intelligence Quotient test. IQ scoring is based on the concept of mental age, according to which the scores of a child of average intelligence matchRead MorePiaget’s Theory of Cognitive Development3150 Words   |  13 PagesPiaget’s Theory Of Cognitive Development Jaclyn F. Losquadro Hunter College, The City Of New York Piaget’s Theory of Cognitive Development Cognitive development is much more than addition of new facts and ideas to an existing store of information. According to Piaget, our thinking processes change radically, though slowly, from birth to maturity because we constantly strive to make sense of our world. He also believed that all people pass through the same four stages (sensorimotor, preoperationalRead MoreTheories Of Development : Piagets Theory Of Cognitive Development1363 Words   |  6 PagesPiagets theory of cognitive development In the 1960s and 1970s, the Freudian psychology was changed with the initiation of the empirical methods to study the human behavior. Psychologist and philosopher Jean Piaget empirically verified, moving towards the cognitive development theory to provide the new perspective to the individual in getting awareness about the developmental stages of the children. Just like Freud, Piaget thought that human development could only be described in stages. On theRead MoreDiscuss Piagets theory of cognitive development1235 Words   |  5 Pagesï » ¿Discuss Piaget’s theory of Cognitive Development Cognitive Development can be defined as the development of thought processes. This includes thinking, concept understanding, problem solving, and decision making and remembering from childhood on to adulthood. There are two theories of Cognitive development that offer us two different ways of understanding it. The first is called Domain general. This theory states that one line of development determines all of the changes in a child’s

Corporation International Management Intel â€Myassignmenthelp.Com

Question: Discuss About The Corporation International Management Of Intel? Answer: Introducation International management take into account the related skill and knowledge beyond the expertise of normal business like being familiar with the regulations of the business existing in that country in which the company is operating. This paper would be taking into consideration Intel Corporation. The main objective of this report is to deal with Intel Corporation and focus on its organizational structure and the way it has been planning its business over the years. It would also take into account the organizational culture persisting in the company along with the functions of its HR department and the way they deal with their regular operations. It is an obvious fact that Intel Hr Department does its work in the best possible way for the fact that they have been able to recruit some of the best talents available within the industry (Hewson Stewart, 2016). They have been selective, they have been patient and they have been blessed with positive results. Methodology: This paper would take in the process of secondary research in which the data is being gathered from, for instance the subject of the research. The researcher or the author needs to take proper care of distinguishing the secondary research from the primary research that accounting use of the secondary data sources of raw nature (Silverman, 2016). This paper would be evaluating the information that is already known, things that are readily available over the website with original sources along with full citation, which usually comes in the shape of absolute listing or annotated listing. For the things that would be analyzed like the organizational structure, the HRM functions of the company along with expansion and growth of the company are things whose information would be readily available in the website of the company along with other relevant articles and journals. Data Collection: The secondary data that would be collected for this study would generally be from relevant journals, articles and other well sourced websites, including that of the company. The company website is the place where relevant information exists along with any facts and figures if necessary. Intel Corporation is one of the well known reputed companies existing globally, thus finding information about it is not the hardest things to do existing over the database. However, it is important to assess the accuracy of the information existing over the database with the information in the company website (Silverman, 2016). Certain information is difficult to obtain from the company website, so assistance from other relevant articles and newspaper would help the cause. Data Analysis: This section would be analyzing the information that has been gathered over the company website along with some other relevant sources for the in-depth study on the topic. The credibility of the source needs to be justified for the analysis part. This section would be dealing with the several factors of Intel Corporation that has been discussed. About the company: Intel Corporation was kicked off in the year 1968 by Gordon Moore and Robert Noyce, both engineers having outstanding reputation in the segment of the integrated course. They encountered no intricacy in getting the funding of the venture for starting up the operations of Intel. In the year 1971, Intel proclaimed the 4004 microprocessor and within next year that number augmented to 8008. Intel is such a company that has been generating an augmentation in the factor of technology on regular basis. It has been able to establish itself as the global leader in the silicon innovation. It develops products, technologies along with the initiatives in continually advancing on the ways people live and work. The corporation is in the habit of following the standard of responsible business along with communal code of conduct. Organizational Structure: The organizational structure of Intel Corporation is mainly based on the nature of the business technology. For example, the marketing conditions for the microprocessors along with the relevant technologies impose a mixture of challenges that the company can deal with through the present structure of the organization. A structure of the firm or the organization is generally stated to be the symphony of required components for keeping a system efficient along with effective operations (Lee, Kozlenkova Palmatier, 2015). In the case of Intel, the structure of the organization is mainly based on the type of the products. Intel has been a leading player in the industry of semiconductor with it using the facets of its structure of the organization in ensuring the success in improving and marketing of its several products for technology in targeting global customers. The organizational structure of Intel is product-type divisional organizational configuration. The processors of the company along with the relevant products are being segmented as per the markets and functions (Schmitt, 2014, July). The following are stated to be the key facet of the organizational structure of Intel: Functional Groups: It is one of the significant facets in the organizational structure of Intel. These groups are mainly based on the activities of administration along with the requirements of the management. Taking into consideration the emphasis of the types of products in the structure of the corporate, many of the functional group communicates certain sort of products, for the purpose of the efficient administration and management. The organizational structure of Intel has the following functional groups: CEO Manufacturing Technology Intel Capital HR Communication and Devices Software and Services Sales Marketing Product-type division: This is stated to be the main feature in defining the structure of the organization existing in Intel. These divisional segments are mainly based on the product sort that the company provides. For instance, the Data center Group is a fragment for the servers that are energy-efficient in nature. Each of the divisions of the corporate structure is being treated as a business division that has its own lay down of strategies for the growth of the business along with marketing. The following are the product type divisional structure: Client Computing Group Data Center Group Internet of Things Group Geographical Division: This corporation boasts of geographical locations as well as one of the minor facets of the structure of the organization (Hewson Stewart, 2016). These divisions of structure are mainly being used for the purpose of financial reporting along with other minor tasks associated to management. For instance, the company allots a geographical segment for the market of U.S., considering its consequence in the business of microprocessor and semiconductor (intel.com, 2017). Strategies of Intel: At every stride of the process of their value chain, certain ways have been initiated in increasing the demand factor. Intel has identified the fact that the need of the computers would augment with the high observance of software by the people. Many of the strategies of the company have been in creating values within this chain. During initial times, the company has been structured in setting up for Intel capital in investing companies in the value chain (Deshmukh, 2014). After that it was for developing the performance of the Intel chip, the company compensates the independent vendors of software in writing the same. In the later stages, the company has been able to correlate itself with Microsoft for development of some of the operating organisms for their processors. The company has been able to form some of the special groups who are being connected with some famous providers of application for testing the chips of Intel (intel.com, 2017). Several strategies of Intel Corporation might be programmable solutions, cloud along with the data center and the other being Moores law. The virtualization and software are progressively more defining the structure in the data center that would be playing to the strengths of Intel; driving more data center footprint to the architecture of Intel (Lee, Kozlenkova Palmatier, 2015). Intel has been accelerating the analytics power and value by enduring to innovate in the high-performing computing and big data. Moores law is basically a law of economics with Intel driving hard in continuing to exploit its value. This law states the fact that Intel can shrink the dimensions of transistor by approximately 50 per cent roughly, thus motivating twice the transistors for identical cost. This concept has been able to fuel the revolution around technology. The companys leadership in Moore law has driven the products in delivering immense growth of computing power along with increasingly better p ricing and economies (Schmitt, 2014, July). Intel is all set to lead the new era though remaining true to their sources. Intels Organizational Culture: The values of Intel Corporation are the key defining factors of the culture of the organization. This company is better known for its culture of meritocracy that takes in the ability and output of the corporate. This culture distinguishes Intel from its rivals, sustaining a high-end brand along with influencing the customers and the suppliers in adopting the technological effectiveness. Intel has been a company that is customer oriented where it satisfies the need of the company. In Intel, employees are being trained hard in identifying the possible challenges the customers might face with the products. This helps the company in determining the concerns that must be included in the process of development of product. Intel does take lot of risks, a feature within their culture that enables them in taking that extra step for trying out new things. For instance, the workers of Intel are being optimistic in bringing up the solutions for deliberation among the executives of upper management. This corporate culture helps in contributing to the proactive capability of the company in addressing the issues along with the challenges. Intel provides its employees one of the best places to work in for optimizing the motivation of the employees along with their moral (Herrera, 2015). Motivation along with morale minimizes the turnover of the employees and the costs associated with it. This facet of the corporate culture helps in the cooperation factor of employees for their own advantage. For instance, HR programs have been initiated by HR that promotes solidarity and affinity among the employees. Quality is one of the key selling point aligned with Intels generic strategy. As such the company would be making sure that the culture of the organization exemplifies the principles of quality along with the ideals. HR strategy of Intel: Intel has called for embracing a product-driven plan of strategy for shaking up the products of the company along with the way innovation is being made. The IT environment of Intel has accelerating business cycles with the groups being spread over in various geographical locations (Tricker Tricker, 2015). This signifies the fact that collaboration along with the faultless connectivity should exist within the employees of the organization. One of the strategies of the Human Resource that is being applied in Intel is the strategy of the HR people. The company have been strategizing in making a shift to a new hiring process where the professionals would be recruited having skills of cross sectional. These groups would then be working in partnership in coming up with the undeniable products that are stated to be in-line with the process of the strategic plan. Moreover, the business units that have been established for each product district with the inclusion of the factor of mobility and units of digital health. All the units boast of processor experts for the sake of supporting the strategy of Intel. For example, as means of generating the digital technologies of health, the organization would be employing the professional doctors who in all probabilities work in close quarters with other ethnographers to come up with the technologies related to digital health giving assistance to elderly people having Alzheimers. The HR department of Intel is generally responsible for hiring, improving and retaining of the brightest employees while they go about strengthening their company culture along with the values. The Intel human Resources offers first rate, cost efficient services along with their support to the employees across the globe and is hugely dedicated in advancing the business goals of Intel. The HR of Intel encourages certain activities of the team; actively involving all the persons in coming up with ideas of their own and facilitating them in presenting it in the meeting. Moreover, Intel Corporation has been providing the best possible financial rewards primarily based on the individual performance within a given time frame. They have also been providing their employees with a variety of insurance coverage, health care along with the opportunities of employee development. Their profit sharing map pays cash rewards twice within a year. Through the program of Customer Excellence, employees might receive an extra pay of two days on top of the payout of ECBP (intel.com, 2017). Conclusions: It has been found through the analysis that Intel Corporation has been able to establish a great work environment in their working culture where they constantly motivate their employees for better performance. The organizational structure is such that each of the divisions within Intel is being treated as a separate business unit that has the ability in operating in independent manner which proves their strength as a company. The company also boasts of the functional groups along with the geographical segmentations which very few companies have been able to do. Moreover, it has also been found that Intel has been able to position themselves uniquely in powering the cloud and driving the progressively more smart and connected world. They see opportunities in the expansion of the virtuous cycle like the memory, the cloud and the data center, all being bound together through the process of connectivity and being enhanced by the Moores law operations that would offer Intel a dynamic prospect. The company is stated to be in time when the factor of technology is being valued not just for the devices it manufactures, but for the experiences it has been making possible. Intel would be leading within the new era through the process of remaining true to their history as being the investors, as the world class innovators and the worldwide leader in manufacturing. The company would be planning to lead in a broader way along with sharper implementation. In doing all these, Intel would be able to create a lasting value for their customers, shareholders a nd partners and attaining their mission in leading in a connected world. The HR too plays their role effectively in channelizing Intel in the path of success. They have been effective in bringing the best out of their employees on many occasions. It can be concluded that Intel has been blessed with a lot of things that has helped the company in being where it is today. Intel has been flexible and thoughtful in the way they deal with their work process. They value their customers, they are a company that has been service-oriented over the years, for which they have been able to generate the required goodwill in the market place. People believe in them and so does their employees. Reference: Brian Krzanich: Our Strategy and The Future of Intel | Intel Newsroom. (2017).Intel Newsroom. Retrieved 22 September 2017, from https://newsroom.intel.com/editorials/brian-krzanich-our-strategy-and-the-future-of-intel/ Deshmukh, S. (2014). Human Resource Management and Organization Innovation.Sinhgad Institute of Management and Computer Application (SIMCA), 307-313. Herrera, M. E. B. (2015). Creating competitive advantage by institutionalizing corporate social innovation.Journal of Business Research,68(7), 1468-1474. Hewson, C., Stewart, D. W. (2016).Internet research methods. John Wiley Sons, Ltd. Lee, J. Y., Kozlenkova, I. V., Palmatier, R. W. (2015). Structural marketing: Using organizational structure to achieve marketing objectives.Journal of the Academy of Marketing Science,43(1), 73-99. Schmitt, N. (2014, July). HOW STAFFING FUNCTIONS COMMUNICATE TO ORGANIZATION MEMBERS AND THE PUBLIC. InMeeting the Challenge of Human Resource Management: A Communication Perspective(p. 88). Routledge. Silverman, D. (Ed.). (2016).Qualitative research. Sage. Snell, S. A., Morris, S., Bohlander, G. W. (2015).Managing human resources. Nelson Education. Tricker, R. B., Tricker, R. I. (2015).Corporate governance: Principles, policies, and practices. Oxford University Press, USA. Weitz, K. (2017). The Organizational House of Culture.Life.

Qualiity Assurance Essay Sample free essay sample

043: Manage quality in wellness and societal attention or kids and immature people’s scenes. Analyse how legislative and regulative models inform quality criterions that apply to the work scene. The chief regulative model that we follow is the EYFS public assistance demands. The demands are broken down into subdivisions: * The acquisition and development demands This inside informations how we must work in partnership with parents and carers. advance the countries of larning fixing them for school. It ensures we back up households that has English as an extra linguistic communication and foreground the demand for cardinal workers. * Appraisal This subdivision describes how we. as practicians. supervise how the kids are come oning and in which countries. The subdivision besides shows the demand for a advancement cheque between the ages of two and three and a progress study before the kids enter Primary School. * The safeguarding and public assistance demands Here the guidelines are set out in order to maintain the kids. We will write a custom essay sample on Qualiity Assurance Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page staff and any visitants safe and within the jurisprudence. Hazard appraisals. the demand for policies. ratios and infinite allowance are besides detailed here. Each subdivision inside informations recommended best pattern as a usher to follow. during pattern twenty-four hours to twenty-four hours we model our policies. processs and pattern on these guidelines. With the aid of a Self Evaluation Form ( SEF ) we look at each facet of our day-to-day modus operandi and the service we offer and produce grounds of what we do compared to the public assistance demands. When the most recent transcript of the EYFS was published some alterations were made. it is of import that we are cognizant of. and abide by. these alterations. The alterations were: 1. An country of acquisition and development consists of 3 premier countries and 4 specific countries with close links with the National Curriculum in capable countries. ( Literacy and Maths ) 2. Early acquisition ends and appraisal has been †˜slimmed down’ to 17 ends from 69. 3. The advancement cheque in the child’s 2nd twelvemonth. 4. Playing and learning – the practicians are responsible for making a balance between drama and instruction and between kid and grownup led activities. 5. English as an extra linguistic communication has a clearer focal point 6. Wrap-around attention now does non necessitate to present the EYFS when the clip the kid spends there is limited. 7. With respect to child protection there is illustrations of adult’s behavior which may bespeak kid maltreatment and disregard. 8. Again with respect to child protection the EYFS now has strict guidelines about the usage of nomadic phones and cameras. 9. The determination of who is a suited individual to pull off a scene has been simplified and returned to the custodies of the scene proprietor with guidelines. 10. Supervision of staff is mandatory and has been detailed to guarantee encouragement of continual professional development. 11. Childminders must finish preparation in the EYFS. 12. There may be some exclusions to the staff: kid ratios. 13. It is now up to the suppliers to transport out and justice hazard appraisals ; they must be recorded in authorship. Analyse how quality criterions influence positive results for persons. Parents and carers * They receive a high quality criterion of child care and instruction. * They are unafraid in the cognition that their kid is in a safe. secure environment. * They are kept good informed about their kid advancement through a good partnership with the scene. * Through positive inclusion all parents and carers will experience valued within the puting with their sentiments listened to. * They can experience supported with ‘extra’ support such as working in partnership with the TEAL squad or profiting from the 2 twelvemonth old support strategy. Staff * The staff have chances to lend to the scene and hence experience valued. happy and motivated * They will be encouraged to develop themselves professionally and will be able to see the benefits of intelligent staff squad. * They will experience confident to take on duties within the puting when they feel valued and supported. * The staff can derive greater cognition through professional development. * There will be low staff turnover when staff are happy and valued this helps to keep good staff moral and team work. * Through solid policies and procedures the staff experience safe and confident in the functions they preform and when interacting with the kids. Outside bureaus and visitants * With a quality merchandise being known people will be acute to see the scene knowing that it is run to outdo pattern and will be eager to be portion of that. * They will experience safe within the Preschool knowing that our policies and processs protect them. * The scene will be good equipped and organised for any visitants or professionals. * If visitants and professionals have a positive experience in the scene they will advance the scene to others. * Peoples who visit the scene will experience valued and welcomed. Children * They receive a high quality of attention.* They can see a secure. exciting environment.* They are acquiring the best start to their instruction.* They feel included and learn positive inclusion through good function theoretical accounts. * They learn how to hold good fond regards and how to hammer bonds. * From the free flow system in topographic point the kids will larn independency. self-help accomplishments and assurance with determination doing accomplishments.

Kant on Free Will Essays

Kant on Free Will Essays Kant on Free Will Essay Kant on Free Will Essay Essay Topic: Immanuel Kant Introduction and Overview: A common ailment against Enlightenment doctrine is that in topographic points excessively much religion in the powers of human ground. The Romantic motion. arising in Germany. jump up as a protest against the Enlightenment. centered in Paris and France. It stressed the significance of human emotion and spontaneousness against the cold logic and formalism of the Gallicphilosophes. Though German. Kant tends to be bracketed with the Enlightenment. Partly responsible is a celebrated essay he wrote in 1784 sketching the ideals of the motion ( Schmidt 58 ) . The nucleus purpose of his doctrine is to supply a review of ground. and he is seen to hold restored the primacy of ground in Western civilization after the incredulity ushered in by philosophers of empiricist philosophy. personified by David Hume. Kant is therefore castigated from many quarters for over-emphasizing ground. After supplying a review of ground. he goes on to place morality with the exercising of ground. The will. as usually understood. is non truly free. but carries with it the potency of freedom if it follows the moral jurisprudence. In making so the single Acts of the Apostless with liberty. and so they are the natural law-givers’ in a kingdom of ends’ . The last is a postulated topographic point where all terminals are cosmopolitan. and therefore are terminals in themselves. This essay argues that such a topographic point is non realizable by deliberate agencies. and so it was non Kant’s suggestion that it be so in the first topographic point. Kant is non truly enforcing the criterion of infallible reason . but instead his concerns are with metaphysics. His overruling purpose is to set up a solid foundation for metaphysics. Essay organic structure: Coming to analyse free will. Kant finds that it is heteronomous . which implies that it is motivated by contingent terminals ( Kant. Morals. 39 ) . When we exercise free will we are motivated by the promise of touchable addition. At the grossest degree it is material addition that we aim for. Such addition has more inoffensive representations. e. g. felicity. public-service corporation. convenience. and so on. But nevertheless euphemistically we may word such motive. we may neer depict it as universal. It is ever contingent. and when the eventuality expires the addition is lost. We may be motivated to work difficult towards a college instruction when our end is a respectable standing in society. Equally long as we are pupils the motive is meaningful. But after we a settled in a white collar occupation the motive disappears. replaced by others even more forceful. in which mere reputability is non plenty. but we want to be farther admired among the respectable’ . However extremely we may eulogise reputability. decease brings an terminal to whole game. and we can non take our reputability with us to the grave. Some contend that the great among work forces live on in memory. But memory excessively fades. and limbo is the inevitable terminal consequence. The point that Kant makes is that such a will is non truly free. It is dictated by eventualities. those in bend by others. in and eternal concatenation of cause and consequence. If it is caused so it can non be willed . for the will that is genuinely free is beyond all eventualities. The parallel analysis is when Kant considers cause and consequence among inanimate objects. No metaphysics can explicate why an consequence follows a cause. in the manner we experience the reasonable universe ( Kant. Critique. 55 ) . Alternatively. Kant proposes the being of a man-madea priorimodule of the head which provides cause and effect as a construct that allows us to do sense of experience. But this is merely to ease human understanding in contingent world. It can non take for absolute truths beyond eventualities. If it does so it will meet paradox. Ultimate truths are the preserve of pure reason . It is surpassing to practical ground. and all the paradoxes of contingent world are resolved by it. Pure ground is beyond the appreciation of human apprehension. yet it subsumes it in the terminal. We must retrieve that Kant’s doctrine is a response to Hume’s incredulity. where ground is shown to be invalid in ultimate concerns. Kant showed that it is merely practical ground that is invalid is such contexts. Reason is restored as the primary facet of the human. in the signifier of pure ground. In the consideration of free will the same analysis applies. Merely as causing expresses eventuality. so does the will. This is the heteronomous will. and it necessarily leads to false beliefs and struggle. This is because it is non truly free. but contingent. But we can non be headlong and conclude that freedom does non be. though. In this respect Kant asks us to see things in themselves. Not from the point of position of the materialists. who aim to understand the nature of things in themselves. Such cognition is impossible. and in this respect Kant is in concurrency with the empirical sceptics. But we can state. however. that things in themselves are free. because they are above all eventualities. In the same manner consciousness. which is the kernel of ourselves. Tells us that we are free. that freedom does be. If so it must be nonnatural freedom. correspondent to the nonnatural pure ground. When exerting such freedom we are said to be utilizing our autonomous will. If so we do possess such liberty so the constructs of self legislation and the kingdom of ends are natural effects. By exerting liberty we are moving in conformity to the moral jurisprudence. When human existences act harmonizing to the moral jurisprudence they are moving towards the cosmopolitan good. All other motives are for the contingent good entirely. The moral jurisprudence rises above all eventualities. the ground that it is moral. So we can set it somewhat otherwise. By moving with liberty we are distributing the natural Torahs. i. e. we are natural law-givers. There is even another position to the above. We proceed to analyze the brand up of our motives when we are moving with liberty. Such motives have no eventualities attached to them. The deduction is that we act from responsibility. When we describe something as responsibility. we can non supply grounds along with it. Duty is an terminal in itself. So. where the moral jurisprudence is established. all things are done from responsibility. In other words. all terminals are ends in themselves. This is why it is described as the kingdom of ends . Therefore both these constructs. that of self-legislation. and that of the possible land of terminals. are automatic effects of the liberty of the will. If we accept the liberty of the will. as outlined by Kant. we needfully affirm the being of the other two. No philosophy of morality is being imposed at all. The confusion arises due to fact that Kant has volunteered the categorical imperative as a prescription for morality. This is truly a regulation of pollex. designed to look into whether our motivations have a cosmopolitan range or non. As it is found in theCardinal Principles of the Metaphysic of Ethical motives. it reads: I am neer to move otherwise than so that I could besides will that my axiom should go a cosmopolitan law ( 13 ) . Sing the accent that Kant puts on the categorical jussive mood it may look that he is enforcing a new criterion of morality. so one based on pure ground. Consequently. many have construed this doctrine as a tenet of ground. as does his modern-day J. G. Hamann. who besides describes such ground as a stuffed dummy ( qtd. in Berlin 8 ) . But Kant admits that prescriptions of the moral jurisprudence can non be put in dianoetic footings. However carefully we choose our words it will ever look to hold a motive that is contingent. Merely after doing us cognizant of these restrictions to human apprehension does he suggest a certain expression for the categorical jussive mood. which he describes as the best possible option when a verbal usher becomes perfectly necessary for us. The very definition of categorical imperative’ is an imperative dictated by ground itself. and non by any individual or point of position. Therefore. Kant is non stating that we should become self-legislators in the kingdom of ends’ . instead that we do . The lone thing that he stipulates that we should make is clear up our constructs of metaphysics. In his clip doctrine was in a hopeless confusion. The materialists were seeking to understand the nature of things in themselves . in order to set Newtonian scientific discipline on a solid foundation. This bespoke of a deficiency of metaphysical foundation. for such things are unknowable. and such psychotic beliefs would neer hold been entertained by the materialists if metaphysics had been good founded. The empirical sceptics. on the other manus. erred in the other way. and derided ground itself. Such incredulity besides bespoke of a serious confusion in metaphysics. Kant’s exclusive purpose is to clear up idea ( Prolegomena 110 ) . Morality is merely postulated as the natural result of a tenable metaphysics. Decision: To reason. Kant describes free will. as we usually know it. non to be truly free but heteronomous. By this he describes a will that is caused by contingent fortunes. Such a will can non be free because each cause is consequence to yet another cause. and the concatenation of eventuality can therefore be extended indefinitely. For the will to be genuinely free it has to be non dependent on any eventuality. Kant postulates that such a will does be. and he name it the independent will. The premiss to this posit is that the really act of consciousness dictates us that we are free. Such liberty can non be described in concrete footings. because to make so would be to present eventualities. But we are able to deduce some effects of liberty. When we act with liberty we follow the moral jurisprudence. which implies that such an act is motivated by the cosmopolitan good. All other Acts of the Apostless. those that we meet and recognize in daily personal businesss. are motivated by contingent good. and hence are passing in nature. The moral jurisprudence works towards the universal and lasting good. Therefore. to move with liberty is to be a natural law-giver. By the same item. an independent act is done from a sense of responsibility. Therefore the terminal is an terminal in itself. Moral jurisprudence therefore works towards the constitution of kingdom of ends . Contrary to a popular misconception. Kant’s kingdom of ends can non be established by deliberate agencies. for any deliberation is needfully contingent. Kant’s existent intent is to clear up metaphysical constructs for us. and thereby topographic point metaphysics on a solid foundation. Plants Cited Berlin. Isaiah and Henry Hardy.Against the Current: Essaies in the History of Ideas. New York: Viking Press. 1980. Kant. Immanuel.Critique of Pure Reason. Translated by Werner S. Pluhar. Boston: Hackett Publishing. 1999. Kant. Immanuel.Cardinal Principles of the Metaphysic of Ethical motives. Whitefish. Meitnerium: Kessinger Publishing. 2004. Kant. Immanuel.Prolegomena to Any Future Metaphysicss. Translated by James W. Ellington. Boston: Hackett Publishing. 2001. Schmidt. James.What Is Enlightenment? : Eighteenth-Century Answers and Twentieth Century Questions. Berkeley: University of California Press. 1996.

What is meant by effective career management and planning and who is Essay - 2

What is meant by effective career management and planning and who is responsible for this Illustrate your answer by referring to relevant literature, theory and experience - Essay Example In building up a career several important aspects have to considered. In other words the career has to be effectively managed by an individual himself. He has to look for opportunities which would lead him to the top position. In business terms it is also the organization for which the individual is working for. Nowadays as the businesses have reached their top position it can analyzed that careers revolve around the work related activities. In order to manage a career it is important that several aspects are considered (Rosemary 2005; Arnold 1997). Effective career management is when the person handles his career well to reach the top position. The realms of career management revolve around the work that they are into. Previously the employees looked for opportunities where they could progress their career and secure their job. However in the recent years it is seen that this concept has shifted towards a new category of expectance. The transactional contract has taken up the position of the old view as the employees now look forward to a better quality of life from their employer along with progression to better positions. In other words the new concept has begin to move more towards career management. Individuals nowadays are striving to achieve top positions and not making themselves loyal to a single organization. Herriot & Pemberton (1995) give an excellent review of this current situation by terming it an economic exchange between the employer and the employee. Both the employer and employee are working for their persona l benefits and the integration has now become horizontal along with the previous approach of vertical. It depends on both the employees and employers to achieve a sustainable contract so that the individual can achieve success in his career. In order to manage career effectively the employees nowadays are looking forwards to the concept of Herriot & Pemberton (1995). They are moving towards a revolutionary era of ‘careerism’. By