Tv Advertising vs Online Advertising

COVENTRY UNIVERSITY DISSERTATION TELEVISION VS ONLINE ADVERTISING: THE CONSUMER PERSPECTIVE PREPARED BY: AMBIKA KHANNA STUDENT ID: 3500576 MA MARKETING & ADVERTISING 1/12/2012 ABSTRACT THIS DOCUMENT STUDIES THE CONSUMERS PREFRENCE OF TELEVISION AND INTERNET AS ADVERTISING MEDIA. IT THROUGH QUALITATIVE AND QUANTITATIVE METHODS OF RESEARCH TRIES GAIN INSIGHTS INTO THE CONSUMERS PERCEPTION OF CURRENT TRENDS IN TELEVISION 7 INTERNET ADVERTISING. THESTUDY USES GROUNDED THEORY AND PRIMARY RESEARCH TO ESTABLISH THE POSSIBLE REASONS FOR PREFERENCE OF ONE ADVERTISING MEDIAOVER ANOTHER.THE STUDY CONCLUDES THAT TELEVISION IS STILL THE MORE POPULAR MEDIA WITH THE CONSUMERS AS IT IS CONSIDERED TO BE MORE ENTERTAINING WHEREAS INTERNET AS A MEDIUM IS HIGHLY RELIED ON WHEN IT COMES TO INFORMATION AND INSTANT ACESS TO PRODUCTS AND OFFERS. 1 3500576 DISSERTATION-MA ADVERTISING &MARKETING TABLE OF CONTENTS CHAPTER PAGE NO. ABSTARCT 1 ACKNOWLEDGEMENT 3 INTRODUCTION 5 LITERATURE REVIEW 8 PROPOSITIONS TO BE STUDIED 26 METHODOLOGY 27 DATA ANALYSIS 37 DICUSSION 51 CONCLUSION 52 SCOPE FOR FURTHER RESEARCH 53 REFERENCES 53 APPENDIX 58 2 3500576DISSERTATION-MA ADVERTISING &MARKETING ACKNOWLEDGEMENT I would like to express my heartfelt gratitude to my supervisor and my guiding light during the course of this research project Miss Sarah Hydes, who was there with me at every step guiding me and helping me with any hurdles that I faced while conducting the research. Her constructive criticism were taken into account and helped create a more accurate report. I would like to thank my family & friends who were there for me selflessly. Most of all I would like to thank God for his grace and kindness. 3500576 DISSERTATION-MA ADVERTISING &MARKETING 1. INTRODUCTION 1. 1 BACKGROUND Advertising has long been a part of most integrated marketing communication plans, most advertisers have concentrated on television media, having the highest reach. But with the onset of the recession the focus of adverti sers has shifted from tr aditional media to online media (Kirchhoff, 2009). According to Waterman et al (2009) â€Å"Internet advertising remains small, but is growing even more quickly than multichannel television advertising. With the wide reach and easy access to the internet as a media and the various paid product reviews available on the internet (Kirchoff,2009), it has become important for advertisers to understand what drives the consumer to pay attention to one media more than the other, and the factors which affect recall. Is it just based on needs or does the trust generated by an advertisement affect consumer perception of the product or the brand? Advertising today is based on what the consumer needs, the advertisers then make an effort to convert the need into a „want? y the means of an advertisement which allows them to retain the consumer and generate a certain level of recall and brand value. The advertisers do this by trying to understand the consumer? s need s and their goals. They make the consumers feel they can achieve their goals by using the product by portraying the product in such a way which is reflective of the target consumer? s perception of desired self (Schiffman and Kanuk, 2007, pg 87). The fact that consumers have a choice, even in terms of the advertising they want to be exposed to, has to be taken seriously by researchers.Therefore the medium which is used to reach to the audience and its effectiveness in terms of the trust of the consumer in the medium and the recall it generates is of immense importance (Schiffman and Kanuk, 2007, pg 13). Ducoffe (1996) suggests that most exposures to advertisements are made when the consumer is not actually shopping for the products, thus they are a waste. Therefore the advertisers now focus on the interactive element of advertising which gives them the scope to get the consumer to revert back to the company and 4 3500576 DISSERTATION-MA ADVERTISING &MARKETING uild a long term relati onship with them. With the growth of internet advertising the advertisers have more opportunities to reach out to the consumers and get them involved (Evans, 2009). This study is aimed at consumers who are well exposed to the television and internet as advertising media. This study has been undertaken to understand the factors which motivate people to pay attention to the various types of advertisement in a particular media. The study looks to understand the consumer? s take on which media works for them better in terms of recall and trust.Wang et al (2002) suggest that it is important to understand that the consumer is not passive and evaluates their need satisfaction before purchasing a product, thus advertising needs to ensure that it should not only be able to gain the consumers attention but also gain their trust in order to convert the curiosity about a product or service into a successful enquiry for the product. Neilsons Online Global Survey (2009) shows that people trust te levision advertisements more as compared to online banner advertisements, although the degree of trust in online reviews is much higher than that of trust in television advertisements.The survey suggests that all over the world 61% people trust television advertising, whereas in Europe 49% completely or somewhat trust television advertising. The Global average for trust in online media is 41% whereas the trust in Europe is 36%. Stone (1999) suggests that internet allows not only two way communications but also scope for a commercial transaction; therefore it is easier to convert advertisements into business transactions online, thus increasing value to customers who would otherwise place their orders on the phone or visit a store.The Neilsons online consumer survey (2009) suggests that two thirds of the global consumer thinks that advertising allows the consumers to make more informed choices. The survey also suggests that the highest trusted form paid advertising is signed up e-mai ls followed by brand sponsorships. Consumer trust is often subjective based on familiarity with the brand and the medium and the security of the consumer, apart from the perceived risk. (Ha , 2004). It is thus important to understand how these factors lead a consumer to perceive the relevance of a particular medium particularly internet.Another important factor is the value of the information passed on to the consumer as it is one of the main functions of advertis ing 5 3500576 DISSERTATION-MA ADVERTISING &MARKETING (Kotler et al 2009). The relevance and the accuracy of the content contribute to the trustworthiness of an online advertiser. (Abels et al, 1999). The way the content is presented also often aids recall. The consumers? find advertisements with comic content easier to recall in both television and online advertising, although the television advertisements are more engaging than online advertisements based on comic element, emotion and the informational content. The Neilso n online consumer survey,2009). This study has been conducted based on a combination of secondary and primary research. The secondary research has been used to understand the already existing data and expert opinions of the researchers related to online and television advertising in order to build a foundation for the research. Further a survey and In depth Interviews have also been conducted to understand the following: Which media is preferred better by the consumer? Which types of online advertisements are more popular? Is online advertising more specific and informative?Does television advertising motivate the consumer to buy the product? What are the tangibles that a consumer notices about a television advertisement? What factors aid recall in both Television and Online Advertising? The data has been collected and systematically analyzed, based on which conclusions have been drawn. The study also has some limitations and managerial implications which have been discussed later. 1. 2 AIM The study aims to understand the consumer perception of the current television and online advertising. It aims to understand which form of advertising do consumers prefer 6 3500576 DISSERTATION-MA ADVERTISING &MARKETING nd also establish the reasons as to why consumers prefer one form of advertising over the other. 1. 3 OBJECTIVES OF THE STUDY The objectives for the study are as follows: To understand consumer preference between Television advertising and Online advertising. To establish grounds based on which consumers may prefer one form of advertising over the other. To understand the factors which enhance consumer recall and trust in Television and Internet 2. LITERATURE REVIEW In order to understand how consumers perceive advertising on television and on the internet, it is important to understand how consumers perceive advertising in the first place.The literature review forms in this study forms the basis for conducting primary research. The work of various authors h as been studied, reviewed and analysed in order to gain insights on what have been the trends of consumers till now relating to television advertising and internet advertising. The literature review also studies the scope in television and online advertising. 2. 1 CONSUMER PRECEPTION OF ADVERTISING Advertising by definition is a structured and composed, non personal form of communication of information. Most advertising we see, in most mass medi a is consumer oriented.The focus of all of it is to drive the end consumer to purchase the product or service (Arens, 2006). Literature suggests that advertising is not necessarily seen with keen interest, unless what is being advertised is of value to the consumer. Whether its television watching or 7 3500576 DISSERTATION-MA ADVERTISING &MARKETING internet browsing, there are multiple activities carried out by the consumers, especially in order to avoid the commercial breaks and in case of the internet, consumers have the free choice to clo se the advert all together or to skip it (Blunden & Blunden 1996; Schiffman and Kanuk, 2007).It is important to track consumer attitudes towards advertising due the cumulative effect the consumer attitude can have on the exposure, attention and reaction that consumers have towards any particular advertisement. (Alwitt & Prabhakar, 1999) Blunden & Blunden (1996) in their book advertising in a multimedia age mention that with the advent of globalization, the new media particularly internet provides a platform for advertisers to send out a globally uniform message across various cultures without many extra costs. Key roles of Advertising to the consumerInformation Entertainment Every day culture Figure 1 According to a report of Advertising Standards Authority prepared by Rothwell and Hutchinson (2002) the consumer views advertising to be a part of daily life, in the absence of which life could be dull and boring. According to this report the consumers perceive advertising to have the following roles: Everyday Culture: Advertising today blends into the daily life of people, by creating needs and wants in their minds. Advertising also generates views of how 8 3500576 DISSERTATION-MA ADVERTISING &MARKETING eople want to be seen in the society and forms the basis of self image. This fact mentioned by Rothwell and Hutchinson (2002) is also backed by the theory of Self –Perception (Schiffman and Kanuk, 2007) which states that the consumer observes and makes judgments about their own behavior and choices. In case a decision works in their favor they would attribute the success to themselves and incase it does not they would attribute it to the source. Marketers use the theory of Self Perception using the Attitude towards the ad model of consumer behavior given by Schiffman and Kanuk (2007).The authors state that the consumer forms various feeling and judgments based on the exposure to an advertisement which in turn affect the consumer? s attitude and their perce ption towards a brand based on what it could make them look like or what it would deliver to them. Entertainment: Rothwell and Hutchinson (2002) in their research found out those 2 things which drive consumers towards advertising especially in terms of television advertising is that firstly they are high on entertainment. The consumers today feel that the advertising is very clever and the consumer has to pay attention to get to the message.Another feature which consumers enjoy is humor which seems to make its way into the consumers mind. This theory is relevant for both Television and Internet advertisements which try to work on the emotional appeal. Tony Yeshin (2006) in his book Advertising states that humor when integrated well with the brand messages and imagery with an element of surprise is seen to enhance attention, credibility, recall, evaluation and purchase intention as shown by various researchers. (Weinberger et al, 1995; Cline et al, 2003; Alden, Mukherjee & Hoyer, 200 0).Information: consumers value the information provided by advertising and prefer advertisements which inform them about new products or offers or prices of products rather than just acting as reminders of the brand (Rothwell and Hutchinson, 2002). Tony Yeshin (2007) in his book Advertising talks about the Informational function of advertising and states that the advertising focuses on keeping the customer informed, the information itself could be for a new product to a new user, for an old product to a new user, new uses of an old product etc. 9 3500576 DISSERTATION-MA ADVERTISING &MARKETING ased on the purpose of advertising. According to the Neilson online global survey (2009) on Advertising, by providing information advertising allows consumers to make better choices. Apart from that advertising delivers values such as public service economic opportunities and creating value for customer via competition. It is at the same time important to understand what the consumer perceives of differen t media which advertisers use. According to various authors despite consumer? s opinion of it being intrusive, Television remains the biggest medium for advertising. Kirchhoff, 2009; Tony Yeshin, 2006; Rothwell & Hutchinson, 2002). According to Kirchhoff (2009) in the time of recession where every form of advertising is seeing a downfall, it is only internet advertising that has seen growth. Kirchhoff (2009) in her work also mentions that interactive advertising on platforms such as social networks, gaming, mobiles, online videos and websites holds the key to the future of advertising. Thus it can be said on the understanding of the work of authors mentioned above that consumer attitudes towards advertising are based on their day to day preferences, way of living and culture. . 2 THE GROWTH ONLINE ADVERTISING With the growth of new media the advertising is moving from the push concept of marketing towards the pull concept of marketing (Blunden & Blunden & Blunden & Blun den, 1996). According to Corey (2005) pull strategy is designed to generate endconsumer response. It is used as a tool of trust building, interactive form of communication which leads to the consumer pulling the products through channels. Corey (2005) also states that Pull strategy has often been seen to establish a brand identity and personality, by allowing the consumer to interact with the brand.Blunden & Blunden (1996) suggests that the advertising in the new media, particularly internet focuses on three main elements: 10 3500576 DISSERTATION-MA ADVERTISING &MARKETING Communication: the message should be clear and innovatively represented to gain consumer attention and retain it as well. Information: the information provided should be relevant and easy to understand and should motivate consumer response. Service: there should be sources of instant service available in order to cater to any consumer interaction.The authors (Blunden & Blunden, 1996) mentions in the book â€Å"Adv ertising in a Multi Media Age†, that it is important to deliver the above three elements to the consumer as with the growth in technology the communication is now on a one to one basis. The consumer engages with the message directly due to its constant availability and no space or time constraints. This also works to the advantage of advertisers as they are able to keep a tab on consumer responses and the message can be altered easily and widely sent without compromising on content.The authors suggest that the success of online advertising is based on the level of involvement it is able to generate with the consumer rather than the exposure. With its wide reach and scope for interactivity, online advertising can lead to serious branding activities. Previous researches have shown that consumers find advertising on the internet both informative and entertaining; however the consumer focus remains on the informative element of the advertising (Ducoffe,1996; Diaz et al, 1996; Meht a and Sivadas, 1995). Advertising on the Internet is a great source of income for web based business.And with further growth predicted for internet, it is growing into a global phenomena reducing the cost and increasing the effectiveness of advertising by allowing the marketers to target the consumers who are interested in their products and services and are more likely to act on the advertisements they are exposed to. (Evans, 2009) Online Advertising revenue has increased from 8. 1 billion dollars in 2000 to 21. 2 billion dollars in 2007. Over all Internet advertising has shown a growth of 8. 8% during the same time period. (Interactive Advertising Bureau Press Releases 2000-2007) 11 500576 DISSERTATION-MA ADVERTISING &MARKETING Figure 2 Source: Interactive Advertising Bureau Annual Report and Press Releases, 2000 -2008. Literature (Blunden & Blunden 1996; Zeff & Aronson, 1999) suggests the following advantages of online advertising: 12 3500576 DISSERTATION-MA ADVERTISING &MARKETIN G High degree ofConsume r control Consumers /consumer responses can be easily tracked Effective Targeting Advantages of online advertising Not bound by geographic al limitations Deliverabilt y/High quality entertainme nt Flexibility Figure 3Online advertising first started in the form of promotional emails for discussion groups in the early 1990? s. Over the years what started out as a medium for early adopters, internet by 1998 had turned into an important platform for mass marketing, gaining wide acceptance from audience for advertising on the internet (Zeff & Aronson, 1999). Some popular forms of advertising on the Internet have been explained by Zeff and Aronson (1999) as follows: Websites as advertisements: they were seen as the first kind of Internet advertising, but since they were either too simple (focused on giving out brochure 13 3500576DISSERTATION-MA ADVERTISING &MARKETING like information) or too complicated (technical features and complicated design) they failed initi ally. Since then marketers have come a long way. Today the websites not only act as a mirror to the brand image but also provide the marketer a platform to sell himself to the vast pool of consumers, interact with them and develop a relationship with them based on two way communication and understanding their needs. From being technically complicated the websites today have gone to being innovatively simple. They use humor and contextual information to convert a browser into a buyer.A very good example for this has been cited by Zeff and Aronson (1999) they mention the Cadillac website which allows the consumer to chose the model of the car they want to buy and then from that point onwards, the user can decide on all the options they want in the car from the exterior colour to the interior design. Direct Mails: what started out as email newsletters, discussion lists and sponsorships has evolved into advertisers sending direct mails to their consumers. Direct mailing is a brand build ing exercise which acts as a time to time reminder of the brand and helps gain an insight into changing consumer trends.Although it has been a popular mode of advertising, it has been very often criticized for its Spam status and poor results. ( Zeff & Aronson, 1999) Banners: Banner advertising is a standardized type of online advertising (typically 468 ? 60 pixels in size) that consists of graphic and textual content and contains a link to the advertiser? s Web site (Manchanda et al. 2006). Banners have been one of the mostly spent on form of web advertising. From being static to interactive today banners have evolved which allow the consumer to view videos or even complete transactions without actually leading to the website of the brand.Banners today are more interactive and entertaining. The role of banner advertising has changed from generating website traffic to creating brand recall and providing the customer a good experience. (Zeff 7 Aronson, 1999) 14 3500576 DISSERTATION-M A ADVERTISING &MARKETING According the study on online behavioral advertising (2009) by the Internet Advertising Bureau 50% more people can trust online advertising than five years ago. The study also states that almost 46% people like online advertising and reflect a positive attitude towards it. Figure 4 Source: Internet Advertising Bureau (2009) 5 3500576 DISSERTATION-MA ADVERTISING &MARKETING Figure 5 Apart from the traditional forms of online advertising, online advertising today based on elements of interactivity uses more creative and wide spread instruments such as games and social networking websites to cater to the advertising needs of the consumers. Online advertising has gone another notch above by using 3 -D advertising to enhance consumer experience. Using 3-d effects in advertising products has been seen to enhance the consumer experience and increase advertising effectiveness. Debbabi et al, 2010). The study of the literature in this section suggests that internet as a medium has come a long way and the way consumers utilize it is also dynamic. Thus in an age where internet is one of the most popular mass medium it has become important to understand what drives the consumer to notice and trust one form of advertising over another. 2. 3 THE CHANGING SCENARIO OF TELEVISION ADVERTISING Hackley (2010) in his book Advertising and Promotion argues that TV till date remains the most prestigious way of reaching out to an audience of millions.Although it has a wide reach and is capable of creating huge dramatic impact Television advertising can prove to be very expensive. The reason for this can be attributed to the fact that 15 16 3500576 DISSERTATION-MA ADVERTISING &MARKETING commercial programme makers serve the entire UK via the ITV network and the BBC does not carry any advertising on any of its channels. (Hackley, 2010) Arens (2006) in his book Contemporary Advertising states that Television as a medium of advertising is available to advertisers i n two main forms broadcast and cable.Although Television has been used in the past as a strict form of mass media, today it is much more versatile than that. From offering advertising about mass consumption goods to niche advertising, today Television advertising caters to a variety of advertisers needs. The Author is of the opinion that Television apart from delivering creative big ideas also plays a very important role in building brand personality and consequently develops consumer relations with the brand.Today advertisers use it as a leverage tool, where the consumer can identify themselves as prospects by responding to a commercial and interacting further with the brand via other media such as internet or SMS. Kotler et al (2009) in their book Marketing Management back the above theory by mentioning two major strengths of Television advertising, first it can be effective means of demonstrating product attributes and persuasively explaining their corresponding benefits to the c onsumer. Secondly it helps define brand personality with the use of imagery.Hackley (2010) further feels that television as a medium is so powerful that it tends to dominate in a room demanding attention even if the viewers are not necessarily interested. It is the medium which reflects and projects audience fantasies and aspirations and brands use this to promote themselves as accessories to these aspirations. The author further explains that TV as a medium has the power to convey different values across various cultures and has the ability to adapt to the various ways people perceive the information broadcasted on it.TV is seen as a social medium which reaches to the people looking for entertainment, information and ideas about new ways of living and consuming. 17 3500576 DISSERTATION-MA ADVERTISING &MARKETING However television advertising is not without its limitations. Zhao et al (2011) cited authors such as Kent (1993) and Zhao (1997) who in their work mention that the growth of clutter in television advertising has always been of concern to marketers, as it causes great amount of confusion in the mind of the consumer and may even be a negative influence on the overall success of television advertising.Nail (2004) supports this argument by stating that most consumers, even those who believe advertising claims or pay attention to forms of advertising online and offline are keen on signing up for devices and services which allow them to block advertisements. The reasons for this trend have been showcased in the figure below: Figure 6 Source: Nail (2004) Bellman et al (2010) in their study of using interactive banners to reduce television advertisement avoidance stated that the use of interactive banners can re duce the frequency of channel switching by almost 40%, although they did reduce the recall of the viewers.However they also stated in their work that it has become important to retain the consumer at any cost, rather than letting them avoid advertise ments . The Authors are of the opinion, that with the change in time and development of new technologies, Television advertising, which was once seen as an intrusive one way form of communication has turned into an interactive form of communication, allowing sco pe for feedback and further enquiry, via communication channels like the internet and 18 3500576 DISSERTATION-MA ADVERTISING &MARKETING telecommunication.Brian and Margot Blunden & Blunden & Blunden & Blunden (1996) suggest that the two toughest challenges phased by television advertising are: Networked Interactivity: with the internet offering various opportunities of detailed interaction and the growth of niche marketing, television is mostly competing for consumer time which is finite in nature. Internet here gains serious advantage in terms of information retrieval, gaming, transactional activities etc. Interactive Video Networks: with the growth of high quality video channels and online version of television channels, t he way television advertising is perceived has changed a lot.With great audiovisuals of products available on servers, consumer? s choice has become paramount and programming today reflects more and more of the marketplace. Television is growing into a mass medium with something to offer to a niche market at the same time. As the viewers control over his/her viewing increases, advertising is moving towards a more specialized strategy in terms of targeting and even in terms of content. (Blunden & Blunden & Blunden & Blunden, 1996)In this age where Advertising can easily be perceived as intrusive it is important to understand what drives the consumer to trust a certain form of advertising and to understand what draws the consumer? s attention. According to Neilson? s online global survey of advertising (2009) the trust in television advertising since 2007 to 2009 has increased by 2%. Further the trust in Brand sponsorships has increased from 49% in 2007 to 63% in 2009. The survey furt her shows that the trust in all advertising categories online has increased. These are positive signs which show that although there is clutter in the 19 500576 DISSERTATION-MA ADVERTISING &MARKETING advertising world and brands have various claims to make, the trust of the consumer may be shifting from one medium to another but is not lost. This can be further understood by the charts given below which give a clear idea of level of trust in various advertising media. Figure 7 Source: Neilsons Online Global Survey for Advertising (2009) 20 3500576 DISSERTATION-MA ADVERTISING &MARKETING In Neilsons Online Global Survey for Advertising (2009) the elements of humor and emotion are very important for the consumer to be engaged in advertising.According to their survey they found that the consumer engagement in TV adverts was more than the consumer engagement in online video adverts. This is further validated by the chart given below: Figure 8 Source: Neilsons Online Global Survey on Adve rtising (2009) Though television is still the most widely used form of advertising, the way television is used and programmed all over the world has changed a lot. This study intends to understand how consumers are dealing with the interactive element of television advertising and how do they perceive television advertising in today? world. 2. 4 ONLINE VS TELEVISION MEDIA FOR ADVERTISING Traditional media although offer a very wide reach they have a definite schedule and are broadcast at a particular time, the advertisers can not in this case do much to ensure that the consumers they have targeted are exposed to the advertisement. The consumers may often be undertaking more than one activity while viewing television; 21 3500576 DISSERTATION-MA ADVERTISING &MARKETING they may get up for a coffee or switch channels, all these factors of avoidance are out of control of the advertiser. (Evans, 2009)Internet and Online advertising offer a distinct advantage over television in thi s case; they allow the advertiser to track consumer activity and the level of engagement of the consumer in a particular advertisement. (Zeff & Aronson, 1999; Evans, 2009). Further Evans (2009) that since it is easy to track consumer activity online it is also easy to offer advertising related to the activities the consumer is involved in thus creating a link between the two and creating a relationship between the brand, the advertisement and the consumer. A great example of this is the advertising on face book.Based on recent online history and the personal likes and is likes updated by an individual on their profile advertisements are updated on the wall of the individual thus offering what the consumer may be interested in on a platform that the consumer chooses to be exposed to on a frequent basis. Blunden & Blunden (1996) in their book Advertising in the Multimedia Age state that television advertising is bound by textual, visual and acoustic formats in order to convince the consumer that the product being advertised is a way of fulfilling their desires.The consumer in such a case has to go through the entire advertisement to get the message. The linear form of communication makes television advertising strictly a form of push marketing whereas the Internet works on the pull marketing concepts, the advertising on the internet allows the consumer to view the advertisement on a one to one basis and engage with it, allowing the consumer access to it without any limitations of time and space making online advertising more niche in its approach. Nel et al. 1999) suggests that offline business extend their business online to offer support to it just as TV networks are doing so thus keeping their target audience with them. In order to ensure that this consumer market is not lost to advertisers media companies have introduced many cross-platform advertising packages that use both online and offline versions of the media to make the medium more attractive to advertisers. For example, NBC used its cross-platform advertising package for its Winter Olympics program and achieved considerable success (Beard 2002). 2 3500576 DISSERTATION-MA ADVERTISING &MARKETING Although many studies have been conducted about the online advertising and television advertising (Evans, 2009; Forest, 1998; Nail, 2004; Debbabi, 2010; Bellman, 2010) there is not much written about what the consumer thinks of the changes in the advertising media and the changes in the pattern of advertising in both media. Forrest et al (1998) states that â€Å"New theoretical models are emerging to explain the many-to-many communication processes evolving (Hoffman & Novak 1996) from Internet communication.However, theorizing and further research needs to extend beyond the process to the structure of attitudes to Internet advertising, as has been proposed by the current research. † Based on the study of the above mentioned literature it can be said that both television advertising and In ternet Advertising have evolved a lot. Television has gone from being one way communication to adopting a more interactive approa ch of advertising by making online websites a part of their advertisements and moving towards recorded television allowing people to skip commercials altogether.Similarly Internet is also continuously evolving, with new forms of advertising becoming popular; it has become crucial to understand that eventually it is up to the consumer to choose what they want to pay attention to and what they chose to remember. Thus making the consumer the king, with the advantages of both the media, it becomes essential to understand what makes the consumer remember the advertisements in one media better than the other and what kind of advertisements work in which type of media. 2. 5 SCOPE FOR TELEVISION & ON-LINE ADVERTISINGThe advertising scenario is dynamic and is changing rapidly. With the digital media gaining more and more importance the advertising campaigns are cr oss channel. Kirchhoff (2009) in her work states that the internet will have to focus on the new developing platforms for advertising and be creative with it in order to gain the consumers attention and retain it. For a better understanding of the consumer and a wider reach, advertisers have to focus on platforms such as social networking and gaming. 23 3500576 DISSERTATION-MA ADVERTISING &MARKETINGOnline advertising is moving towards behavioral marketing, meaning it is based more and more on the information provided by the consumer on various platforms such as facebook or websites where they are registered. Ingis et al (2009) in their report developed for the Advertising Association of America state that a dvertising today is based on the major following fundamentals: Transparency Data safety and sensitivity Consumer control With the growth in interactivity these three aspects of online advertising need to be considered seriously.Further in television Brennon (2011) in his nuerosci entific study of advertising on television states that advertising on television works at a very deep level. Advertising on television is more about creating emotional associations, telling stories & influencing the way we feel about brands rather than creating awareness alone. The study conducted by Brennon (2011) states that television as a medium is more about engagement and thus affects the emotional part of the brain more than the rational part. Brennon argues that what makes television commercials work is the creativity.The advertisers must focus on the fact that the advertisement should be able to tell the story in an emotionally engaging manner, the most effective tool for which is music. The study states that TV as an advertising medium generates almost 30% higher levels of emotional intensity, engagement and detailed long term memory, all of which are indicators of future brand purchase. It also suggests that internet as a medium of advertising is more effective when appea ling to the rational part of our brain and is more attention in terms of visuals. The study further states that launching a campaign which uses television and nternet advertising in a manner that it compliments each other, tends to increase the level of 24 3500576 DISSERTATION-MA ADVERTISING &MARKETING engagement, but that is order specific, i. e. first the consumer has to be exposed to television advertisements followed by online reminders or engaging activities. In conclusion, it can be said that, based on the thorough study of the literature that the way the consumer perceives any form of advertising or the medium of advertising is not only content based but also depends on the exposure to the medium, personal needs and wants.The use of emotion and information along with clear feedback or response options are the common links in both television and online advertising. Both the media are functioning on the basis of interactivity and the aim of all advertising it seems has become t o get the consumer to revert back the advertising brand. The study ther efore focuses on finding out the motivational factors which lead the consumer to pay attention to a particular advertisement or respond to it.The study also focuses on understanding a deeper understanding of how entertainment and use of emotion aids recal l and trust in advertising in one medium over another by using qualitative methods. Further the study uses quantitative methods in order to understand the general preference of the consumers of television and online advertising. It analyses the trust, valu e and engagement factors which consumers consider important using an online survey. Having understood how consumers react to different media can have various managerial implications for the companies which have been highlighted in the study later on. . PROPOSITIONS TO BE STUDIED Before commencing the primary study, it is important to understand the propositions being investigated. The through study and analys is of the literature in the above section has highlighted that although a lot has been said about consumer attitude towards advertising, the growth of internet as an advertising medium and the dominance of television, there are no studies in particular which take in the consumers perspective about the advertising in both television and internet as media and account for popularity with the consumers.This study aims to find answers to the following propositions: I. To understand which of television advertising & online advertising is more popular with the consumers? 25 3500576 II. DISSERTATION-MA ADVERTISING &MARKETING To understand which features of television advertising & online advertising do consumers enjoy? III. To understand why consumers trust advertising in one medium over another? IV. To understand what motivates recall in one medium over another for the consumers? 4. RESEARCH METHODOLOGY This section examines the methods which have been used to carry out the study.A critica l examination of all the methods used has been undertaken to ensure that they are best suited for this study. Proctor (2000) in his book â€Å"Essential of Market Research† defines market resea rch as the disciplined collection and evaluation of specific data, in order to help suppliers understand their consumers better. (Citing: Chisnall, 1992) 4. 1 SCOPE OF THE STUDY This study has been conducted in order to gain an insight into the consumer understanding and preference of the advertising in Television and online media.Understanding of literature in the previous section suggests that although a lot of research has been conducted in terms of the consumer belief towards a dvertising in different media, there is very limited research available which is indicative of what is the consumer? s evaluation of advertising in the current media and gets the consumer to notice advertising in one medium over another. The study has been conducted in two phases: the exploratory and the des criptive.The study uses a mixed methods approach of marketing research, using quantitative and qualitative research methods in order to understand consumer perspectives on television and online advertising. Johnson et al (2004) in their work state the following advantages of mixed methods approach 26 3500576 DISSERTATION-MA ADVERTISING &MARKETING A mixed method approach allows a larger array of questions to be answered more specifically. The use of quantitative and qualitative methods allows the researcher to validate the data in terms of numbers as well as attributes.A mixed methods approach helps increase generalization of the results and use the numbers to validate insights. Can provide stronger evidence by convergence of both results. Bryman (2006) further states that conducting a mixed methods research can be advantageous as it allows the researcher to clarify the nature of their intentions and accomplishments. The study through comparison of trust and popularity of advertising in television and online media helps gain an insight into what the consumers are willing to pay attention to and whether it has any effect on their purchase decision and overall experience further enhancing recall.The quantitative part of the study allows the consumer motivations and preferences be represented in numbers showing a clearer picture of consumer choices of exposure and the quantitative part of the study is reflective of the causes for the choices. 3. 2 RESEARCH DESIGN Churchill (1979) defines research design as the tool for overall guidance for the collection and analysis of data. Research design is very important as it acts as a very critical link between the theory and data collected (Nachmias & Nachmias, 2008).Bryman and Bell (2007, p. 40) state that the research design is reflective of the priority given to the different dimensions of the research process. The research design for this study can be depicted as follows: 27 3500576 DISSERTATION-MA ADVERTISING &MARKETI NG Research Design Exploratory Face to face Interview (6) Descriptive Online Survey (100) In Depth Interviews (4) Figure 9 The research has been conducted in two stages. The first being the exploratory research where the study tries to establish the grounds for the actual study.This phase uses qualitative tools to probe the consumer in order to gain insight into consumer habbits and perceptions relating to television viewing and internet browsing. The study focuses on the consumer specific aspects of television and online advertising to are the consumers aware about and how much attention they pay to these forms of advertising followed by Descriptive research using Quantitative an d Qualitative research about Television Vs Online advertising – the consumer? s perspective. The descriptive phase deals with representing consumer preferences in numbers.Exploratory research can be defined as the study undertaken to identify new problems without any awareness of the nature of the p roblem or to define characteristics or variable which affect the nature of the problem. The exploratory research is used in order to gain insights in to the general nature of the problem and the relevant factors which need to be considered (Aaker, Kumar and Day, 2001). The study uses exploratory research to understand the consumer dynamics and usage of television and internet as media.The exploratory research aims to understand the consumers? usage of television and internet and their perception of features of television and online advertising that the consumers notice and what they like about television and online 28 3500576 DISSERTATION-MA ADVERTISING &MARKETING advertising in particular. Since the consumer? s perception of the advertising in both media cannot be gauged, this phase of the study uses unstructured face to face interviews in order to conduct the exploratory research. Aaker, Kumar and Day, 2001) The findings from the exploratory research have been used as the premises for the Descriptive research, by using the findings to design the questionnaire and the in depth interviews. The second phase of the research is Conclusive –Descriptive. According to Aaker, Kumar& Day (2001), descriptive research is widely used in market research to describe systematically a phenomenon, attitude towards an issue, service or programme. Glass & Hopkins (1984) in their work state that descriptive research can be both, qualitative and quantitative.It involves gathering data which is descriptive of an event or situation which can further be organized in to data tables and charts which describe the outcomes of data collection. This phase of the study uses both quantitative and qualitative methods of data collection. This phase aims to understand which medium is preferred by most consumers in terms of advertising appeal and experience. In this section the study is designed to gain insights into motivating factors which may lead to an inclination towards advertising in one medium over the other.In order to understand over all preference of the consumer, an online survey has been used and in order to understand the possible motivating factors in depth interviews have been conducted. 3. 3 Data Sources The study has been conducted based on relevant sources both secondary and primary. Secondary data has been used to understand the existing theories and consumer perspectives on advertising in general and advertising in different media. Primary data has been collected in order to highlight which of television or internet advertising is more popular among the consumers of today and why?Secondary Data Secondary data refers to the already existing data which has been collected by persons or agencies for purposes other than solving the problem at hand. (Aaker, Kumar & day, 29 3500576 DISSERTATION-MA ADVERTISING &MARKETING 2001) Aaker, Kumar& Day (2001) list the following benefits of using secondary data as a part of a research a) It forms the basis of p rimary research and helps understand and define the problem. b) Study of secondary data may provide enough information to resolve the problem. ) Study of secondary data helps understand data collection methods and plan the research accordingly. d) It helps define the population and set criteria for data collection. According to Proctor (2000) secondary data can be either internal: produced within an organization based on its day to day operation or external: collected from a wide variety of sources such as journals, books, trade publication etc outside an organizatio n. Books have been used extensively in the study for underlying theories. The theories have then been validated and their application has been studied through various articles.The study uses secondary data from journals which have been accessed via student resource bases such as EBSCO, EMERALD & SAGE. The books in this study have been accessed via the Lanchester Library at Coventry University. Primary Data Primary data refers to the data which has been collected for the first time in order to address a particular problem or to find answers to particular questions; it is usually conducted by market research institutions, educational institutions, government bodies and independent researchers (Curtis, 2008).Primary data helps the researcher actually gain answers to the research questions and move towards finding a solution to the research problem. It helps identify the relationship between existing variables and also if there are any new factors which need to be considered are brought into light. The primary data for the purpose of the study has been collected using an online survey with 100 Coventry university students and 4 in depth Interviews with Coventry university students. 30 3500576DISSERTATION-MA ADVERTISING &MARKETING 3. 4 Data Collection Methods Data collection is an important part of this study as it helps fulfill our objectives of trying to find out consumer preferences of television ad vertising and online advertising. For the purpose of this study both quantitative and qualitative methods of da ta collection have been used. a) Quantitative Data The quantitative data plays an important role in this study, as it helps establish the overall preference of the consumers.Johnson (2004) in their work mention advantages of the quantitative data, these have been listed below: It helps validating existing theories and also allows generalization of results. It helps assess cause and effect relationships better. Quantitative data is relatively easy and less time consuming to collect. It is precise in nature and data analysis is simpler. It is relatively independent of researcher bias. The Quantitative data for this study has been collected using an online survey. A Survey has been most often used to undertake descriptive studies.The Survey has been used as a main tool for data collection in this study as it allows the researcher to examine and explain the differences in choi ces and the relationship with factors that affect consumer choices (Saunders et al, 2007). Curtis (2008) states that the type of survey to be conducted depends on various factors such as the number of respondents required for the survey, time constraints, budget constraints &characteristics of the sample population. 31 3500576 DISSERTATION-MA ADVERTISING &MARKETINGThe survey for the purpose of the study is structured and has been designed online. It has been posted out to a database of 100 Coventry University students via social networking sites namely facebook. Couper (2001) in his review of web based surveys states that with the mass reach of internet and the low cost that it offers, internet has become an easier medium for the researcher to reach out to the samples without being bound by geographical or time limitations. This allows the researcher to gain insights into a wider variety of data and reduce to some extent sampling bias.This statement is also backed by Curtis (2008) w ho states that online surveys are particularly advantageous when sending it out to study internet users and they allow the surveys to be completed quicker and with minimal or sometimes no cost at all. T he survey for this study is a structured close ended survey which has been designed using the internet survey website- www. kwiksurveys. com . The survey aims to understand consumer attitudes towards television and online advertising thus the questions have been designed such that each question offers multiple choices.The survey also uses likert scale in order to understand consumer attitude towards online and television advertising (Proctor, 2001). The survey has been attached in the appendix. b) Qualitative data The study uses qualitative methods of data collection in the exploratory as well as descriptive phase. In the exploratory phase, personal interview has been used in order to gain insight in to consumer? s behavior towards advertising on television and internet. The personal interview has been seen as one of the best methods for in home interviews. Proctor, 2001) for the purpose of the study the personal interview has been conducted at home for 6 different people in their homes. The interviews are brief and friendly and don? t last for more than 20 minutes. The interview has been designed so as to understand what the consumers are watching and what are they actually paying attention to in terms of advertising. The interview guide has been attached in the appendix. The personal interviews use a mix of open and closed ended questions. 32 3500576 DISSERTATION-MA ADVERTISING &MARKETING For the descriptive phase In depth Interviews have been conducted.Webber and Byrd (2010) define In depth interviews as â€Å"a qualitative research method which uses open ended questions to uncover information on a topic and allows interviewees to express their opinion and ideas in their own words. † Despite the fact that the survey does include questions which measur e consumer attitude, it was important to include in depth interview in the study because survey often relies on the assumption that the interviewees have understood the questions as intended and that the survey is capable of capturing the complete reality (Berg, 2009; Esterberg, 2002) however this may not always be true.Thus the study uses In -depth interviewing which acknowledges the subjective approach of the interviewee and gives them scope for addressing the question as per their reality (Webber & Byrd, 2010). Proctor (2001) states the following advantages of in depth interviews ? There is no group pressure, thus the respondent is free to reveal their true feelings. ? The one to one scenario makes the respondent feel important and valued. ? Respondents can be probed at length to reveal their true feelings and under laying motivation. ? Allows greater scope for non verbal feedback.The in depth interview for the purpose of this study has been conducted with 4 samples, each intervi ew lasts for 30 minutes. The interview uses some projective t echniques. Projective techniques can be defined as techniques which help penetrate individual? s defense mechanisms allowing their true emotions to emerge. (Proctor, 2001) For the purpose of this study word association test and sentence completion test have been used. The respondent is given a series of words or incomplete sentences which they have completed based on what comes to their mind when they think of the word or sentence given. Proctor, 2001) 33 3500576 DISSERTATION-MA ADVERTISING &MARKETING The in depth interview has been based on an interview guide which was developed to give a direction to the interviewees. According to Webber and Byrd (2010) an interview guide includes specific questions, topics of interest and ques which can be used in combination thus leaving scope for flexibility of the interviewer. The interview guide helps shape the structure of the interview as per the comfort of the interviewee. The i nterview guide leaves scope for follow up questions and thus making it easier to tap the respondent? s views.The interview guide for the in depth interviews in the study has been attached in the appendix. Furthermore the In depth interviews have been videotaped for the purpose of accuracy in analysis (Webber & Byrd, 2010) with the consent of the respondents, the consent forms for which have been attached in the appendix 3. 5 SAMPLING According to Ross (1978) sampling in educational research is generally conducted to study a part of the population in detail rather than the whole population itself. The information gained from the study of this sample is used to develop generalizations about the population.To sample is to examine a portion of a whole in order to judge the nature of the whole. (Proctor, 2001) The sampling plan used to choose the sample for both the survey and in depth interview is based on the model given by Proctor (2001) Defining the Target population Developing a sam ple frame Selecting a sample design Figure 10 34 Defining the sample size Selecting the sample members 3500576 DISSERTATION-MA ADVERTISING &MARKETING Sample Population: The sample population for this study is students of Coventry University, UK. The population has been defined by Proctor (2001) as the sum total of what is being measured.Sampling method: for the purpose of this study, the Sampling method used is non-probability judgment sampling. Proctor (2001) defines judgment sampling as the sampling based on the purpose. Ross (1978) states that â€Å"The process of judgment, or purposive, sampling is based on the assumption that the researcher is able to select elements which represent a „typical sample? from the appropriate target population. † For the purpose of this study the judgment was based on the usage of internet for over 2 hours. Over 150 respondents were contacted for the purpose of the study of which 100 responses were successfully received and evaluated.S ample size: the sample size for the online survey is 100. For the exploratory phase a sample size of 6 personal interviews has been used. The sample size for in depth interviews in the descriptive phase is 4. The samples fall in the age group between16-45. The samples belong from different nationalities. For the purpose of this study they have been asked to mention their ethnicity, which can be categorized as Asian, British, African and other. The samples are students pursuing bachelors and masters degree. 3. 6 DATA ANALYSIS TOOLS The data analysis for the study uses tabulation.According to Proctor (2001) tabulation involves laying out data in easy to understand summarized tables. Patterns in the data can be easily identified and are easier to represent in the form of graphs. The data collected from the survey has been converted in to a table using Microsoft excel. The data collected from personal interviews and in depth interviews has been recorded with the due permission of the pa rticipants and transcribed. The data transcribed has been analysed using content analysis and study of semiotics. Content analysis has been used in order to understand common themes which emerge in terms of the consumer? perception of advertising in both the media (Weber, 1990). Semiotics has 35 3500576 DISSERTATION-MA ADVERTISING &MARKETING been used in order to look out for signs and body language during the interviews which are indicative of any sort of attitude or emotion towards advertising in television or online media. These tools however cannot be used as complete proof of the consumers attitude towards the subject, and thus will only be used to highlight the common possible themes and gain insights into possibly existing attitudes. 3. 7 DATA REPRESENTATIONThe results and data interpreted for the study have been represented using tables, graphs and diagrams. 3. 8 LIMITATIONS OF THE STUDY There are no major limitations to the study. The study is a low risk project and has bee n approved by the supervisor. An ethics form stating the same has been attached in the appendix. The limitations for this study can be stated as follows: Because of Judgment sampling, there could have been a sense of bias based on the exposure of the researcher to target population. The researcher may have passed the survey around to a known group of samples belonging to the target population.The in depth interview has been conducted with only 4 participants due to lack of time, thus they may not represent the views of everyone on the whole. Each respondent of the interview has subjective views based on their experience thus they cannot be used as a standard measure to judge the attitude of an entire population. 5. DATA ANALYSIS 5. 1 RESULTS OF THE EXPLORATORY RESEARCH The exploratory research was conducted with six people who were interviewed face to face. During the course of the conversation the suggested the respondents suggested 36 3500576 DISSERTATION-MA ADVERTISING &MARKETING hat being students they usually end up browsing online more than they spend time watching television. One of the respondents said that â€Å"I enjoy watching some advertisements on television in between programmes only if they are funny. † While another said that â€Å"I cannot really sit through commercials, I end up getting up for tea or something. † The results of the exploratory research highlighted the following areas to be focused on for the descriptive phase of the research: The emotional and rational aspects of the advertisemnts need to be understood based on the media.For example one of the respondents said that â€Å"I prefer clicking on an internet advertisement because I am bound to find some relevant information there whereas TV advertisement is just a form of entertainment for me. Online advertisements are easier to avoid but they offer better deals. For example one of the respondents said â€Å"I can simply close an advertisement and carry on, at the same time if it has a great discounts or deal to offer I will have the option to look up the deal and even make the purchase then and there.The focus has to be on understanding the attitude of the respondents towards the advertising in TV and Internet and defining a definite preference for one over the other. 5. 2RESULTS & FINDINGS OF THE ONLINE SURVEY The survey was completed in the duration of 5 weeks starting 20th November 2011 and ending 28th December 2011. The results were extracted from the website www. kwiksurveys. com in the form of a pdf which gives detailed understanding of the overall responses to each question. Further an excel sheet giving an overview of individual responses to each question has been extracted both of which has been attached in the appendix. 7 3500576 DISSERTATION-MA ADVERTISING &MARKETING Based on the online survey, the study found that most of the students who filled in the survey were Asian followed by equal number of Africans and British. Most stude nts were in their 20? s. 7. 22 % 7. 22 % 80. 41 % 5. 15% Asian African British Other Figure 11 Based on the data collected it can be said that over all students spend more time browsing on the internet these days rather than watching television. Most students watch television for 0-2 hours. The comparison of time spent watching television in day to time spent browsing online is depicted in the figure below: 8 3500576 DISSERTATION-MA ADVERTISING &MARKETING Time spent watching tv vs browsing online 100 78. 35 27. 27 80 2. 06 60 6. 19 13. 4 40 0-2 hrs 22. 22 29. 29 2-4 hrs 4-6 hrs 21. 21 20 more than 6 hrs 0 Time spent watching TV Time spent Browing Internet Figure 12 60% of the sample who took the survey said that they skipped advertisements shown on television. Despite the high number of people skipping advertisements, the advertisements which people found most appealing were humorous ones; in second place were the ones which offered deals & discounts followed by the ad vertisements using emotional appeals. of people who skip Tv advverts 38. 78 yes 61. 22 Figure 13 39 no 3500576 DISSERTATION-MA ADVERTISING &MARKETING Type of Television advertisement found appealing 100 80 61. 62 60 40 16. 16 20 11. 11 10. 1 1. 01 0 Tv Ad Appeals Humorous Deals Emotional Social messages Ads for websites Figure 14 61. 62% of the people said that they found humorous advertisements easier to remember. Further they said that 16. 16% people remembered advertisements which offer deals and discounts.Cline & Kellaris (2007) concluded in their work that when humor is well related to the message of the advertisement not only aids brand recall but also increases consumer? s ad recall.

Life as We Knew It Essay

Have you ever imagined the world is coming to the end tomorrow? What if the largest asteroid ever hits the moon, knocking it out of orbit, creating worldwide disasters? Tidal waves destroy numerous coastal cities, killing millions of people, and the dead list gets longer and longer every day. Gas climbs up to $5 per gallon, then $7, and pretty soon, it costs $35 for three gallons, and you can only buy three gallons at a time. That’s what happened to Miranda’s life, the main character in the fictional book, â€Å"Life as we knew it†. The story is expressed through journal entries, revealing her thought about her fight for survival and how her family gets over the misfortune together. To Miranda, the unexpected asteroid can only mean an excuse for teachers giving out more homework. More homework on top of her best friends fighting, her dad’s newly pregnant wife, and the fight with her mother whether or not she can return to ice skating after a serious injury. With all those problems going through her mind, Miranda goes outside with her family to watch the asteroid hit the moon. Thunderstorms knock out the electricity in Miranda’s school. None of it seems real for Miranda, even when her mother sends her and her brother to a grocery store to buy all the canned soup, vegetable, aspirin, vitamins, as much as they possibly can. The store almost runs out of food by the time they get there. Everything goes crazy, they can purchase a fulfill cart, no matter how much they get, for only $50. Throughout the incredibly freezing winter caused by continuous volcanic eruptions all over America, Miranda tries to live life as normally as possible. She goes to the pond for ice skating as long as she can breathe. She visits her friends, even though they are not the same people as they were before the disaster. Some her neighbors and her friends, including her dad’s new family, are heading South with a glimpse of hope for better living conditions, while her family resists staying at their homeland, hoping everything will get better tomorrow. The question is, how long can Miranda and her family survive with minimal water, a nearly used-up food supply, no heat or electricity, and below-zero temperatures? When so many people are giving up hope, starving to death, dying of diseases with no cure, Miranda is still clinging to the hope of normality. She still wants to date with Dan, her swimming teammate, and she fights with her mother about the unequal diet between her and the two brothers. During the most difficult time of the disaster, Miranda’s best qualities come to light. Her determination helps her family survive through the deadly flu, which has killed hundreds of people. Being the only in the family who resists the attack of the deadly flu, Miranda is taking good care of her mother and two brothers without help from anyone else. Even though she always fights with her mother, she never gives up on loving her. Miranda might not know how long this will last, or whether they will survive through this miserable time, but she does know that by working together they stand a chance. This is an interesting and meaningful story about the severe fight for survival and hope. It really makes you think about what would happen to you in this situation. Because it’s written in Miranda’s diary, it’s easy to follow along and the words are quite easy to understand.

Dispute Settlement in the World Trade Organisation Essay

Dispute Settlement in the World Trade Organisation - Essay Example Most importantly, and despite the organisation and efficiency of the WTO in producing resolutions, there is the question of whether or not member states will follow through with panel mandates, most specifically those states with the greatest economic power. Experience so far tells us that state cooperation on panel findings may not be the norm and that attempts at retaliation by complaining states could cause a bitter tit for tat situation in which no one wins. By the 1990s the predecessor to the World Trade Organisation, the GATT (The General Agreement on Tariffs and Trade), was of limited use in a world of ever increasing economic interdependence. Member states who came to negotiate at the Uruguay Rounds clearly saw the need to move beyond discussions pertaining purely to trade in goods and into to the areas of services and intellectual property. The trading system that was to come out of these negotiations would become the basis of the new multilateral trading system established on January 1, 1995. The mandate of the newly created WTO was composed of sixteen articles and four annexes which covered the newly adopted issues as multilateral services and intell... In order for the new system to work there was no doubt amongst the members that it must have a stronger institutional structure.1 Article 3.2 of the WTO Agreement states, "'The dispute settlement system of the WTO is a central element in providing security and predictability to the multilateral trading system.'"2 In order to fully appreciate the importance of the changes made to the process of dispute settlements it is helpful to discuss the nature of dispute settlement under the GATT. Before 1995 complaints of unfair trade practices were heard under the GATT by a panel of independent experts on legal matters. The panel would listen to both arguments and then it would issue a ruling which would in turn have to be accepted by members of the GATT in order for it to take affect. Most often than not the offending nation would vote against the ruling and political and economic pressure would be the only recourse left to make it comply.3 In addition, while these types of pressure may have worked on smaller countries, bigger members of GATT could not easily be swayed by such measures. In this sense the GATT system was completely lacking in adjudication because it did not have "the means to enforce compliance or conduct surveillance of adherence to panel decisions."4 One of the most important advance s made during the creation of the WTO charter was the requirement that for panel findings to be reversed the majority of the nations must reject the decision of the panel. This change formally ended with the veto problem by the offending country. The Uruguay Round also introduced greater discipline for the time limits within which a dispute should be settled. Prompt settlement of an issue was seen as essential if the WTO was to function

Benefits of Employing Sales Force Essay Example | Topics and Well Written Essays - 2750 words

Benefits of Employing Sales Force - Essay Example Saxon Plumbing Services London Ltd (SPSL), a company that is under the directorship of Peter and Harvey brothers would like to implement a strategy by moving its operation offices in the Manchester city northern region from the traditional south London area. This report therefore analyses some of the strategic plans in place to implement the same. In view of this, the report will analyse sales force with reference to the company. The report will also create an analytical look at the relationship variables and the business networks as well as their relevance to the business. B2B and B2C are very important to the business and will therefore be analysed with respect to the company. Sales force has got a wide expanse of advantages to both the company and the consumer. The first reason why this method is more suitable is the fact that apart from addition of generated income, the method adds a very big significance to the knowledge of the availability of the goods (Brennan, Canning, & McDo well, 2010, p. 45). This method creates more trust in customers than just the normal methods of product promotion. In sales force, customers are engaged at all stages of the relationship and are therefore able to get the correct version of the ideal goods they are looking for in the market. This is because new customers to the company or in a new place require a lot of interaction with the products for the purposes of familiarity and acclimatization. This method makes sure that there is consistent follow-up as well as communication that are very effective with the sales representative (Cohon, 2007, p. 87). In the case of peter and Harvey, the company creation of convenience will make it possible for the sales team to reach out to the individuals in their respective residences and their places of work so that they get access to the information about the company and its products in the area. The main issue here is to create trust through trying to identify even the other customers fro m Manchester that have been purchasing the products from the other sources through promotions, communication and effective sales cycles. The second advantage the company would get from use of sales force is the ability to reach varied types of customers. This is because there is a varied type of measures that are used to create the ability to reach to the customers. First, a varied type of sales team is created (Goodey, 2011, p. 88). There are the field representatives where the responsible and self-driven individual sales representatives would reach out to all the places in Manchester so that they create awareness of the new business venture. There is also another group called the telemarketers who reach out to the customers by use of the phones. This is important for the places that are not easily accessible or there is need to gauge the interests of the customers in this region (Ellis, 2011, p. 24). The Manchester region would therefore be reached in whole through getting the rig ht information from the customers before engaging them in a constructive sales process.

How has the cultural identity of China responded to and adapted to Essay

How has the cultural identity of China responded to and adapted to contact with foreigners - Essay Example Evidently, this goes to show that despite the achieved modernization of China in its economic, socio-political state of affairs, among others, it proved to the world that it has truly maintained its cultural identity. Maybe one inquisitive critic would like to know the factors how China kept its culture through all these years amidst the salient events that led to the great transformation of China from what it was before, having a weak economy, to what it has become today, a sprawling economic giant in East Asia and these are the issues which this paper intends to present. China’s achievements all these years may be traced from a number of significant events in its history that involved politics, culture and economic reforms that shaped China’s destiny and these can be viewed separately in four phases. First phase involved Ancient China. In its early beginnings, China started to be governed by feudalism and monarchy altering one dynasty after another. In fact, â€Å"it was the Han dynasty which was considered the East Asian counterpart of and contemporary of Rome’s golden age rule† (Cultural Essentials 2004). â€Å"Ruling China for more than 400 years was reasonable enough to expect that it left lasting legacies in China and to the world like the invention of the first ‘paper’ and the adoption of Confucianism. ... â€Å"This probably explains why it was so difficult then for China to accept modernization.† (Wu, J. n.d.). It was also during the â€Å"four decades of Mao Tse Tung’s rule and his declaration of ‘self-reliance’ marked the deepest period of withdrawal from the international economy.† (Schenk 2006). â€Å"Contacts with the outside world were treated as risks to come with political destabilization; economic exploitation and cultural subversion thus, must be totally restricted and regulated† (Harding 1993). It took so many years for the traditional China to keep its state of affairs closed from the Western world. The third phase begins with Western intrusion to China’s affairs whereby there were sporadic internal uprisings opposing to foreign encroachments, for example the â€Å"Opium Rebellion in 1839-1842† (Ebrey, 1993) and â€Å"Boxer Rebellion in 1900† (Rosenberg 2013). â€Å"Milestones also occurred between 1899-1900 w hen US Secretary of State John Hay first initiated the ‘Open Door Policy’ through Notes†( US Department of State, n.d.) which actually was a scuttle for concessions in China, so to speak ,among superpowers. This was also the period of Cultural Revolution as well as the momentum when China opted to adopt new economic and political reforms. The fourth phase is Contemporary China. Presently, China sprawls as the largest country in East Asia dealing with approximately almost â€Å"1.4 Billion people† (China: World Statistics 2013). Finally, it was during â€Å"the era of Deng Xiaoping that changed the course of the world by steering China’s class-oriented revolutionary struggle into tangible, economic development† (Chihua & Lin 2007). â€Å"Actually, it was considered a period of sustained reforms under his leadership† (Kau &

Pablo Picasso's Works Research Paper Example | Topics and Well Written Essays - 750 words

Pablo Picasso's Works - Research Paper Example The focus in paper "Pablo Picasso's Works" is on Pablo Picasso's works and the importance of them. Picasso is one of the influential artists of the 20th century. That is, he helped develop and explore variety of artistic styles that are used in the contemporary art world. He was characterized by extraordinary artistic talent in his early years, through developed to a realistic manner during his time. It is no doubt that Pablo Picasso has played a vital role in the artistic industry and his legacy will for a long time define the contemporary world. However, the main focus of this paper is the works rather individuality of Pablo Picasso. The works of Pablo Picasso were exceptionally prolific throughout his career. Pablo Picasso produced an estimate of 50, 000 works, comprising of; 2800 ceramics, 1885 paintings, 1228 sculpture, 12,000 drawings and many more paintings. The main technique was the use of color as an expressive element. In addition, Pablo Picasso relied on drawing as oppose d to subtleties of color to create form and space. To add texture, Pablo Picasso added sand to his paintings. The artist’s early sculptures were characterized by carved wood and modeled in clay or wax. However, with time the sculpturing technique changed and he focused more on diverse materials to make his sculptures. These styles are followed in the contemporary world and will continue to influence the work of art in the future. He is one of the most important figures in consideration of art movements during this period.

How Global Value Chains May Have an Impact on an Organization's Supply Essay

How Global Value Chains May Have an Impact on an Organization's Supply Chain Design and Corporate Alignment - Essay Example The global value chain encompasses functions which are strongly included and frequently managed on a regular basis. Thus, these functions can impact on the activities of organization in home as well as in other host countries where they perform the business operations. These impacts are pretty straightforward when an organization from one nation inaugurates a new industrial unit or engineering unit in other nation. A few of the impacts are more complex when an organization of one nation makes an agreement with an organization in other nation in order to coordinate production in plants. The impacts of global value chain are precisely seen on the supply chain design and corporate alignment of an organization (Schroeder, Goldstein, & Rungtusanatham, 2010). Value Chain and Supply Chain The idea of value was first created and promoted by Michael Porter in the year 1985. He had demarcated value as the number of purchasers who are prepared to pay for an organization’s products or ser vices (Chan, 2007). According to him, the value chain is the blend of nine common value added functions inside an organization which can deliver value to the consumers. On the other hand, the concept of supply chain first appeared in the year 1980. Supply chain describes the handling of material flow inside an organization from suppliers to the end users. ... Impact of Global Supply Chain on Organization’s Supply Chain Design Nowadays, globalization is no longer restricted to only products; it has expanded to other business aspects such as foreign direct investment, occupation and services among others. The global value chain is determined by the organization’s wish to raise competency, because increasing domestic competition and global market powers are facilitating organizations to become more effective with respect to cost of products and services. In this regard, a strong value chain can help organizations to enter new evolving markets and to improve access to strategic resources which can assist in tapping foreign business knowledge (Kleindorfer, Singhal, & Wassenhove, 2005). In order to cope up with the changes carried by rapid globalization, there is need for an accurate supply chain design. A properly structured supply chain design can enhance the internal network and flow of resources through it. With constant commo ditization of several goods, organizations require improved methods to differentiate themselves from other competitors. In order to compete in the global market, there is need for improvement through supply chain redesign. Therefore, global value chain can impact on supply chain design of organizations in order to fulfill the objective of cost minimization and to develop a more efficient value chain to stay cost competitive (Power, 2005). Impact of Global Value Chain on Corporate Alignment The global value chain is also related with the corporate alignment of an organization. The global value chain delivers the contents of organizational culture, management style,

How does Implementation of Literature Circles Affect Student Essay

How does Implementation of Literature Circles Affect Student Performance on Literature Assessments - Essay Example in addition, some other classes like the 5th grade have opted to implement the literature cycles methods but teachers still have doubts on the method because they are not sure if it is as beneficial as the reading discussion or instruction which they are currently using. This article sought to investigate the impact of literature cycle compared to read-alouds on reading and student reading encouragement for students in high school (Allington & Johnson, 2002). It is important to note that when using literature circle method in giving instructions to students, they are not allowed to take comprehension-reading tests because comprehension tests provide efferent response. Researchers have tried to use various theories including reader response theory, flow theory, social interaction theory, and motivation theories to address the effect of reading instruction on students. Group discussion helps direct the child to more independent thinking and in turn expand cognitive development. It is v ital to note that if students finds an activity more interesting or perceive it as worthwhile then they are more likely to put in more effort in order to succeed. People need to become intrinsically involved in activity they are learning to do in order to make it valuable in future (Allington & Johnson, 2002). ... Literature circles have been found to be effective methods to help motivate students to read. Literature circles can be applied to assist pupils to learn different skills since children need to learn methods for holding themselves and others responsible, inviting and expecting quiet members of the group to participate or contribute and monitoring the purposefulness of the talk and negotiation of meaning. Read-alouds is another important method used in discussion about books with students. This technique is an instructional method where parents, teachers, and other caregivers read texts aloud to children. Reading aloud also is applied in the content areas very effectively in that they can allow for both collaborative and individual meaning construction through efferent response and aesthetic to content and literature (Daniels, 2002). For over the years, reading has changed significantly in that there has been various reading instructional or discussion methods that have been debated a s the most reliable. Students were divided into literature circle groups based on their preference books and these groups changed oftenly. In addition, the researcher on this topic selected for the read aloud each week. After the researcher read the book, the class and the researcher had a discussion over the story in the book. The researcher observed students attitudes and to hear types of discussion that were on going. Lastly, the researcher tried to establish the motivation level of the student by giving students time to determine their views of the process. The problem with introducing different learning or reading discussion is that some students will not be willing to participate in discussions than others. Some students tend to avoid teacher eye contact as a

Experimental economics summary paper Essay Example | Topics and Well Written Essays - 500 words - 5

Experimental economics summary paper - Essay Example Each market involved a series of trading periods in which market participants were free to buy and sell. The institutions being examined are a series of price ceilings and price controls. The study would focus on the following three aspects of market behavior: price levels and market volumes, market responses to institutional modifications, and efficiency. The experiment led to two major results and a conjecture. First market behavior under price controls is more closely approximated by the competitive model than by the focal point model. Secondly market under price controls exhibit behavioral regularities that are not included in standard analysis. Four of those regularizes are: a) controls at the competitive equilibrium cause market to diverge from the competitive equilibrium; b) removal of nonbinding control induces changes in market prices; c) inefficiencies induced by are greater than those predicted by standard application; d) adjustment of prices when biding controls are remov ed appeared to be involved an initial discontinuity or jump rather than a continuous movement. The results of the article can be summarized in that the familiar partial equilibrium model works remarkably well to describe laboratory auction market behavior in the presence of price controls and when price controls are binding.

Moral Issues Essay Example | Topics and Well Written Essays - 2000 words

Moral Issues - Essay Example Also, engineering is increasingly required to satisfy continuing education requirements in order to keep their professional status. The ethics integrity is based on the principle of fairness and moral rules. This ethics integrity moral and social responsibility issues, fair attitude towards customers and colleagues. Clients served by engineers have no choice but to rely upon their lawyers for expert advice. Engineers are assumed to have a command of a complicated and changing subject matter; that is why they have been hired. But this also means that clients are rarely able to assess the engineering professional's competence. This is true in engineering as well as in the other professions. In engineering profession, this is a more complex notion because of the issue of third parties (Bentham, 2000). Engineering ethics integrity is based on the Judeo-Christian ethic. This ethics generally considered to be the foundation of Western ethical and moral principles. "In performing professional services for a client, a (structural engineer) has the duty to have that degree of learning and skill ordinarily possessed by reputable (structural engineers), practicing in the same or similar locality and under similar circumstances" (Kardon 1999). In engendering, like duties of justice, "the standard of care" does not arise because of any culpability on the part of the organization. "The standard of care" rests upon the mere fact that there are other beings in the world whose condition can be made better. If the organization recognizes these beings and is able to improve their condition, then a "the standard of care" arises. The fact that "the standard of care" is recognized by managers of organization is demonstrated by the fact that they cause the corporations to make charitable contributio ns. One is hard pressed to swallow utilitarian way of thinking that such contributions may in the long run improve profitability by the formation of goodwill. In fact, the best arguments against such action are utilitarian in nature (Mill, 2002). Ethics integrity involves duties of self-improvement which are the most difficult duties of engineers to translate to an organization. Duties of self-improvement rest on the issue that one can improve his/her own condition with respect to good value or intelligence. An example is the practice of organizations paying the cost of sending managers to universities to improve their skills and knowledge. Utilitarians would undoubtedly argue that such achievement is taken to improve profits through lower costs generated from the better management the organization expects to receive from better-educated managers. Organizations would undeniably justify this practice on such utilitarian grounds. Though, the ethics must truly be stretched to translate an individual manager's education to the bottom line. A more credible explanation for such things as classes in human relations might be found in the desire to fulfill a duty for self-improvement. For example, one could argue

History and Treatment Recommendations of a Substance Abusing Individual Essay Example for Free

History and Treatment Recommendations of a Substance Abusing Individual Essay Chemical Use Assessment/History and Treatment Recommendations Upon careful review of Jay W’s case study, a client who is potentially suffering from a substance abuse disorder, it is deemed necessary to examine his history, compose a chemical use assessment, and devise a recommended treatment plan that will determine his clinical needs. Upon assessing the client, it is vital that he be examined holistically for better recovery results. Considering his spiritual, genetic, and psychosocial conditions will help to ensure a more accurate analysis of his current situation. Only then can it be determined if Jay W is in use, abuse, or an addictive cycle. Reason for Assessment During the case study of Jay W. it is noted that he was referred to my office by his parents for a clinical assessment. Once a commendable student with excellent grades, his grades began to dwindle after reaching college. He eventually failed his first year of college as a result of his poor grades. Jay’s parents Don W. who is a neurosurgeon and his mother Beth W. who is a research scientist, is seeking help for their son because they are concerned that his heavy drinking is the cause of his flunking. They believe that if he does not get help, it could very well damage his future goals of becoming a chemical engineer. Sources of Information During the verbal intake of Jay W.’s case, his father Don W. and his mother Beth W. were present along with Jay W., to provide all of the details of his need for assessment. Secondary sources that has been carefully reviewed and used in making a determination includes, Doweiko, H. E. (2012). Concepts of chemical dependency (8th ed.). Belmont, CA: Brooks/Cole. May, G. G. (1991). Addiction grace: Love and spirituality in the healing of addictions. New York: HarperOne, Clinton, T., Hawkins, R. (2009). The quick-reference  guide to biblical counseling: Personal and emotional issues. Grand Rapids, MI: Baker Books. Hawkins, R. (2009). Theology and Addiction www.libertyuniversity.edu, Clinton, T. (2009). Addiction and Recovery www.libertyuniversity.edu. Background Information Jay W. was born May 2, 1994, to Don and Beth W. The pregnancy was reportedly normal with no complications to the labor and delivery. Jay W. met all his developmental milestones early and was described as an advanced baby. Jay reportedly excelled in school with needing very little effort to maintain a straight-A report card, even in the gifted and talented program. The current school year, he flunked out of his first year in college. His parents are concerned about his drinking and how it appears to be interfering with his aspirations of being a chemical engineer. He states that he does not believe his drinking is the issue with his grades in college. Instead he assumes that boredom is the sole reason that his grades are failing. He also adds that his professors do not really know as much as they think they do. He even admits sometimes he just does not feel like going to class because it is â€Å"dumb.† As stated by his parents, Jay began drinking at the age of 12 years old. He totaled his first vehicle two weeks after his sixteenth birthday. Jay lost his driver’s license at that time and was charged with a DUI. Shortly after, Jay and both of his parents began attending AA together, but Jay dropped out after 3 months. Jay states he stopped going because, â€Å"all they talk about is war stories.† Jay does admit to blackouts, drinking more than he intends to, and does seem to recognize that many of his friends have similar drinking patterns as he. He also reports a recent break up with his girlfriend of 2 years. He states he truly loves this girl, but she broke up with him because â€Å"she doesn’t like my friends.† He reports spending an average of $75 a week on beer, and his money does not always last until the end of the month. He attributes that to his parents not giving him enough money. He states they only give him $1,000 a month. Jay states he is willing to come to counseling but does not think he has a drinking problem, but he would like to figure out how to â€Å"win† his girlfriend back. Current Status Out of reluctance, Jay has decided to proceed with obtaining clinical treatment. He realizes that if he doesn’t, his parents will no longer fund his college tuition. He also admits to currently drinking at least a 12 pack of beer on the weekends. He qualifies his actions by mentioning that his friends assists him with drinking the beer. He also does admit that his weekends sometimes start on Thursdays and don’t end until Mondays. He states that he does not believe his drinking is the issue with his grades in college. He states he just gets bored in classes and his professors do not really know as much as they think they do. He states sometimes he just does not feel like going to class because it is â€Å"dumb.† Jay does admit to blackouts, drinking more than he intends to, and does seem to recognize that many of his friends have similar drinking patterns as he. Indicators of Use/Abuse/Dependency Addiction can manifest in the form of obsessive or compulsive behaviors. Overtime, over indulgence can cause a dependency to obtain more of the physical or chemical substance. Behaviors that can produce fear and/or excitement are factors that can lead to addictive behaviors (Doweiko, 2012). When there is an addiction, usually a manifestation of withdrawal symptoms will be evidenced when the source of addiction is absent. Abuse is usually evidenced when a substance is taken in disregard for directions or one’s well-being (Doweiko, 2012). Attitudes and Behavior After careful review of Jay W.’s objective data found in his case study, it is apparent that Mr. W is in denial about his drinking problem. He appears reluctant to obtain treatment and is nonchalant in his attitude and behavior. He admittingly says he stopped attending AA because, â€Å"all they talk about is war stories.† Upon further subjective analysis, it seems that my client views his drinking with an â€Å"everybody else is doing it mentality.† This is evidenced by his reference to drinking as a â€Å"typical teenage behavior† as well as his assertion that his parents overreacted to his suspended license because he has several friends who has lost theirs also as if it’s a â€Å"normal† thing to do. He also seems to be irresponsible for his actions and constantly shifts blame on others for his current problems. He blames his parents for not giving him enough money instead of focusing on  the fact that he is spending at least 75$ a week on beer. He also shifts the blame of his failing school on the inability of his professors to engage him cognitively and even claims that the classes are â€Å"dumb.† Jay W. appears saddened by the breakup with his girlfriend of 2 years and sincerely wants to â€Å"win† her back. As Dr. Clinton states in Addictions and Recovery â€Å"the tragedy of addiction is that is destroys, individuals, families, and friendships† (2009). Social Functioning Drinking appears to be a social activity for Jay W. he states that his friends assist him with drinking the 12 pack case of beer that he usually buys on the weekend. He also has mentioned that several of his friends have lost their licenses, implying that it is also a result of obtaining DUI’s. Jay goes even further by acknowledging the fact that many of his friends have similar drinking patterns as he does. Apparently his ex-girlfriend of two years had many complaints about the â€Å"bad† company that he was keeping. Jay doesn’t take heed and loses her through a breakup instead. According to Doweiko, the consumption of alcohol can interfere with one’s social relationships by making preexisting one’s worse (2012). This is due to an adverse effect on judgment which causes a lack of control of one’s behavior. Irritability, black outs, and lying are only a few of the manifestations of alcohol addiction. The Psychosocial Models of Substance Use D isorders is another type of model of addiction. It is believed to be closely linked to the medical model (Doweko, 2012). It is proposed that addictions are â€Å"learned behavior, poor psychosocial functioning, or the result of maladaptive thinking† (Doiewko, 2012, p. 345), all in which are manifestations of a biological dysfunction. Occupational Functioning Jay W., although obviously an intelligent guy (evidenced by his excellent grades in the gifted and talented program), has just flunked out of his first year of college. His future career goals are dwindling because of the negative choices that he is making. Booze and negative social relationships have become distractions that steered him off the path of success that he once embarked upon. A repetitive cycle of partying Thursday till Monday and trying to maintain normalcy (crashing is also an option) Tuesday and Wednesday is ongoing. It is possible that he is traveling down the road of  addiction. Those who are bound by abuse can live unfocused and disoriented lives. Over time, this can lead to divorce, job loss, and even the loss of child custody. Although drug abuse may be a one-time event, if one is not careful, the behavior can lead one down the path of addiction as in Jay’s case. It appears that he have a natural proclivity towards abuse and addiction because his father Don also had a drinking problem. Dr. Clinton tells us in the video presentation that some of the effects of addiction includes: â€Å"control problems, compulsiveness, narrowing focus, denial, tolerance and withdrawal† (Clinton, 2009). We see many of these components in Jay’s occupational functioning. Financial Aspects When examining Jay W’s financial condition, it is obvious that he is mismanaging his money. His parents was giving him a 1,000 monthly stipend, and he blew at least $75 per week of it on beer. His excessive spending habits have created a deficit towards necessary items. Instead of accepting responsibility for misappropriating funds, he blames his parents for not giving him enough money. Alcohol abuse often tends to cause make financial problems worse or either create new ones. Sadly, not only the abuser can suffer financially, but oftentimes his or her immediate family suffers as well. This usually occurs when monetary restrictions are placed on the abuser/addict to control his or her spending. This can force the abuser to start borrowing elsewhere, stealing and/or selling others belongings to obtain money so that the addicted habit can be sustained (Doweko, 2012). Familial Relationships The medical model of substance use disorders (SUD) have suggested that the dysfunction have occurred on either a cellular or molecular level and that one is biologically predisposed to alcoholism when he or she is exposed to certain environments (Doweko, 2012). Jay W. has been exposed to alcohol through his father Don who is a neurosurgeon. Jay perhaps saw how he was able to get drunk and yet go to work and carry on a seemingly normal life. Don was described by his wife Beth as a â€Å"functional alcoholic,† displaying heaving drinking patterns and binge drinking when he was not on call. Jay’s parents seems to be very supportive of him though. His father was willing to give up drinking and both he and his wife joined AA along with Jay. Even  when he dropped out after 3 months, they continued going to both AA and Al-Anon. It also appears that Jay W. has a genetic predisposition of alcohol abuse/addiction. Both Beth and Don have fathers that were alcoholics. Various gen es have been identified by researchers and believed to have an influence in predisposing individuals to substance use disorders. Jay W. familial relationship is starting to reveal the beginning stages of strain. He is claiming that they are overreacting and also accuses them of not giving them enough money. Often, family members of an alcohol abuser/addict report feelings of fear, shame, grief or other negative emotion when dealing with him or her (Doweiko, 2012). When the addict is confronted about their drinking behavior, conflict typically arises causing the familial relationship to be strained. Legal History Jay W is starting to have run in’s with the law. According to his parents, he totaled his vehicle two weeks after his 16th birthday. This incident caused the police to get involved. Jay inevitably was charged with a DUI and his driver’s license was revoked. His buddies seem to have frequent encounters with law enforcement. Jay has started to defend his and his friends’ behaviors and suggest that it’s typical. Jay is â€Å"destined to misunderstand the story [he] finds himself in† (Clinton Hawkins, 2009) he has become irrational in his behaviors by accusing his parents of overreacting to his license being revoked. Health History Jay W. seems to have a pretty clean health history. Thus far, no incidents have been reported. When he was born on May 2, 1991 there were no complications to the labor and delivery. He was considered very advanced for his age due to the fact that he had met all his developmental milestones early. Alcoholism can cause both short-term and long-term problems. Some of the short-term manifestations includes diarrhea, poor coordination and judgment, insomnia, as well as stomach problems (Doweiko, 2012). Some of the long-term problems includes: liver problems, cirrhosis of the liver, mental disorders, malnutrition, impotence, among a host of others (Doweiko, 2012). Spiritual History The spiritual model of addiction assumes that addiction is derived from a sickness of one’s spirit that has possibly manifested in a physical manner. It is mankind’s way of searching for something to feel a void and escape pain and or discontentment that can often come with daily living (Doweiko, 2012). It is Jay’s first year in college. It’s possible that he wants to fit in and gain the approval of his peers instead of being a loner. Acceptance and the need to feel â€Å"cool† and included seems to have taken precedent over anything else. It’s how he gains his identity. He gets involved with the wrong group and starts being influenced by their deviant ways. Now, he’s saddened by the fact that his girlfriend has broken up with him. He has also just flunked out of his first year of college. All of these â€Å"rock-bottom† experiences can easily trigger the addiction cycle. It is characterized by: pain, hitting bottom, seeking rel ief, use or do, feeling good, crashing, cycles back to pain, and then tolerance. It is obvious that Jay W. is starting to undergo this cycle of addiction. Alcohol’s deceptive illusion of giving Jay control and euphoria keeps him on the wheel. Diagnostic Impressions From all that has been gleaned from Jay W’s case study, it is safe to say that he is â€Å"at risk† for developing a substance use disorder. He is clearly on his way of having a drinking problem. Although he is displaying early problem alcohol usage if he is not careful, he could very well develop an addictive disorder. While evaluating Jay W to get a better diagnostic impression, it is necessary that I use the Psychopathy Checklist Revised (PCL-R) test on the client (Hawkins, 2009). This test is composed of three categories of assessment: 1.) interpersonal or affective defects; 2.) social deviance; and 3.) additional items such as unstable relationships, etc (Hawkins, 2009). The PCL-R Test will provide a better analysis of root causes of the client’s delinquent acts as well as to help identify prevailing risk factors. By identifying these risk factors, intervention strategies can be developed to counteract these risk factors. The following are a list of dynamic risk factors that has been identified and needs addressing: problem solving/impulsivity poor social/family relationships antisocial associates/attitudes alcohol substance abuse Recommendations Based on the risk factors identified, the following recommendations have been made for Jay W.: Problem solving/impulsivity Habitually, Jay W. will be expected to attend group therapy where he will learn to think through decisions before moving impulsively. He will be given various scenarios in which he will have to explain how he should handle those situations appropriately. Role-playing will be a part of his therapy. For example, instead of not going to class because they are â€Å"boring,† he can try to get in more advanced classes if they are available. It could be that he’s bored because he is not being challenged enough. He will be expected to work through all possible options and their consequences before making a decision. Poor social/family relationships Since Jay W. ex-girlfriend seems to be a good influence on him, their relationship should be encouraged. A relationship coach will be provided to assist him with maintaining healthy relationships. Hopefully, if all goes well, he will do what it takes to â€Å"win† her back (hanging around more positive people). Antisocial associates/attitudes Jay W. will have access to a mentor who will confront his antisocial behaviors and attitudes and challenging him to participate in healthy functions and associating with positive people. The mentor will do habitual check-ins with the client and provide one on one time when needed to help him work through his feelings. Alcohol Abuse Frequent alcohol tests will be conducted on the client. If at any point alcohol is found in his system, he will be required to attend an alcohol rehabilitation program. According to Dr. Hawkins, recovery is an inside out issue requiring the Holy Spirit (Hawkins, 2009). In order for Jay W to function optimally, his â€Å"human will must act in concert with divine will.† (May, 1991, p.178). He needs to have a divine encounter with God so that he can know who he is through Christ. In Addiction and Grace it is stated that â€Å"the alignment of our will with God’s must happen at a heart level† (May, 1991, p.178). Jay must first admit that he has a problem and needs help. References Clinton, T. (2009). Addiction and Recovery www.libertyuniversity.edu. Clinton, T., Hawkins, R. (2009). The quick-reference guide to biblical counseling: Personal and emotional issues. Grand Rapids, MI: Baker Books. Doweiko, H. E. (2012). Concepts of chemical dependency (8th ed.). Belmont, CA: Brooks/Cole. Hawkins, R. (2009). Theology and Addiction www.libertyuniversity.edu May, G. G. (1991). Addiction grace: Love and spirituality in the healing of addictions. New York: HarperOne,