War Film Genre

Matthew Jaskot English 102-7 9:30 A. M Avodian September 20, 2012 War from the Beginning War films have been around for quite some time. They have many different aspects to them. Each film has a little bit different view, depending on what the director wants the audience to get out of the movie. Some target the importance of how horrific and heart breaking war was, while others were used to inspire their country to support their troops.There are films though that go straight to the point of war and show all of the intense combat, the pain and suffering the soldiers did for their country, and the brutality of what countries did to prisoners in concentration camps. War films never get dull, they will keep the audience interested and on the edge of their seat the whole time, unless of course a person cannot handle the blood and sight of innocent soldiers being blown to pieces just to serve their country. As soon as cameras could take moving pictures of combat, war became a popular subje ct for narrative movies.Although no one can be certain of the exact first war movie, many historians feel it is probably a one-and-a-half-minute war film, Tearing Down the Spanish Flag , made on a set in New York City immediately after the United States declared war on Spain in April 1898. All the wars in American history have had stories told about them by Hollywood, although some wars are more popular than others. War films started to get important when they started trying to rally the U. S citizens into believing that the America needed to enter the war.In films like Over the Top and The sinking of the Lusitania rallied the American people by showing them when the Germans sank the Lusitania, when we were neutral in the war. That was enough to make the people mad and influence them to go out and join the military and to go to war. These films were not very long, but were enough to bring out the American spirit in the citizens. When the U. S entered world war one, Hollywood saw it as one of its greatest sources of plots and of course a great source of profit. The films were â€Å"responsible, irreplaceable pieces of teaching† (Youra 22).People could see what was happening at the war, and realize what their soldiers were going through. These films were used mostly as a recruitment use, and as way to make the people angry towards the enemy, suggesting that heroic American involvement would bring home victory. We could see ourselves that the war demands not only on the nerves of the soldiers but also to those who had to stay at home (Kaes 22). Not only did films like these inspire people to join the military, but made the people who stayed at home become aware of the how nerve racking and crucial the war was.War films died off for a period of time after the war, since there was no need to rally the people during a time of peace. Eventually the films picked back in the mid twenties. The first film to really bring start the production of war films again was The Big Parade, it was the first to realistically portray the horrors of battle and the struggle for survival by three soldier-comrades. This film made more money than any other MGM production during this time. These films were more gruesome than viewers were used to seeing.Hantke states that the war was a place of death; imminent, inevitable, violent, inexorably physical, and omnipresent: bloody death, grim death, death without metaphysical or transcendent comforts (702). Films like these really showed how awful and painful war was to those who never went oversea to fight. These films of course had other plots behind them besides war. There was sometimes a love story incorporated into war films. Shortly after war films came back, films about aviation came about. They showed intense dog fights and how nerve racking it was to be a fighter pilot.One of the first films to show this type of combat for the first time was Wings. Not only was this a great deal to show this type of war far e, it was the first film ever to have a separate reel of film for sound effects. This movie showed how dramatizing aviation was, also it was about two pilots who were in love with the same woman, and again love was a secondary plot of this movie like other war films. This was the start of an era for talkies. This really made the film industry take off, people loved hearing the sound effects, and this got the audience more involved with what was going on.When Pearl Harbor was attacked by the Japanese, this really made Hollywood prosper in war films. Nineteen thirty three was not only the annus mirablis of adolf hitler and Franklin Roosevelt, it was also the year of Hollywood’s awakening to fascism (Bernard 41) They again started making movies to try and get the U. S. to enter World War two, when America has been neutral for so long, trying to avoid war. Though films were not needed to America to join the war, the destruction that had been caused to Pearl Harbor should have bee n enough to rally the people, to get them angry and wait to fight back.Films about World War two were not only made during that time period, but some of the best films created were made later on in the twentieth century. The series of The band of Brothers has to be one of the most in deft movies made about this war. They reenacted the whole war with current actors, what really made the film though is the interviews the producers did with actual soldiers from the war. This movie doesn’t just show soldiers at war, but shows them training to go to war. The pain and suffering they went to become a soldier.Now isn’t about all the troops that went, but a single troop of the one hundred and first air bourn division The movie Saving Private Ryan is another great film from the twentieth century. Its’ plot is about finding a soldier who needs to be taken home since he is the last living sibling of his family. The troop that went to get him had to do anything and everythin g to save his life and get him to safety. Starring Tom Hanks as the captain of the troop he, leads them into the heart of war to find this soldier. Movies made later on about world war two, had much greater special effects than of course movies back then, due to technology.World war two films didn’t just idolize the war, but the technology that was developed during this time of war. The icons would include the . 45 automatic, the M-1 carbine, and the American military dress (Whillock 247). Technology such as these weapons added to the effects of war, hearing weapons such as these automatic guns going off so quickly made the audience aware of how dangerous it was to be fired upon by the opposition. No one could see any bullets flying, by the time a soldier heard the first gunshot they could be dead.Obviously there were never any films made about the civil war during that time period, because the idea of a motion picture had never even been thought of yet. It wasn’t till later on were the war films about the Civil War made. One of the earliest films made in 1939 was Gone with the Wind. In this classic a manipulative woman and a roguish man carry on a turbulent love affair in the American south during the Civil War and Reconstruction. This movie was more about a woman trying to find love during a time of war instead of just war itself.The Patriot, which was made in 2000 was about a man trying to not get involved with the American Revolution against Britain. He wanted nothing to do with the war after being involved with the Spanish American war, which haunts him every day. When his son runs off and enlist, he had no other choice but to follow him, to ensure the safety of his son. Soon this film turns into a man wanting revenge, when his son is killed during a battle. Mel Gibson, the star of this movie, will stop at nothing to get revenge on the man who took his son away from him. War films have progressed so much over the years.Form being just a quie t film of black and white, to modern action packed movies full of special effects. These films have been important in every war America has been involved with. They not only informed Americans about how tragic war is, but got citizens to become soldiers and fight for the country they love. Films about war will always continue to be made due to there is so much to cover. There were so many battles that have not been produced on film yet, that could create great motion pictures. War films will continue to be made, since war seems to be a never ending subject around the world.Works Cited Dick, Bernard F. The Star Spangled Screen: The American World War II Film. Lexington: Kentucky , 1985. Hantke, Steffen. â€Å"The Military Horror film: Speculations on a Hybrid Genre†. The Jounal of Popular Culture 4 Nov. 2010: 701-719. Kaes, Anton. Shell Shock Cinema: Weimar Culture and the Wounds of War. Princeton: New Jersey, 2009. Whillock, David E. â€Å"Defining the Fictive American Vietn am War Film. † American Film Journal 18 (Summer 1990) 244-250. Youra, Steven. â€Å"James Agee on Films and the theatre of War†. Film Criticism 10 (Fall 85) 18-31.

A Christmast Surprise for Gramma

A Christmas Surprise for Grandma by Gloria J. Shuttleworth Grandma lived on Sugar Creek Mountain all alone. It was a beautiful mountain, with tall cedar trees all over the mountain top. In the middle of the mountain was a crystal clear lake. The water in the lake was the prettiest blue you've ever seen. When the water was calm, you could see the fish swimming around in the lake. I loved sitting by the lake when I was a little girl. Grandma would pack us a lunch, and we would sit at the lake for hours on end. Hour after hour, grandma would tell me stories about her life on the mountain. I remember the day that grandpa drowned in the lake.My parents had tried to talk grandma into moving into town, but she wouldn't hear of it. My parents knew not to argue with her, because they knew that grandma was set in her ways. â€Å"I've been on this mountain for so long that I've forgotten which is the oldest, me or the mountain,† grandma had said, with a twinkle in her eyes. I knew my par ents worried about her being alone, because grandma was the only person who lived on Sugar Cliff Mountain. Today I was going to visit grandma, and the excitement grew inside me at the thought of spending time on the mountain once more. After all, it had been ten years since I had seen grandma.It's hard to believe that my career had kept me away for so long. As I approached the top of the mountain, I could see grandma staring out the window of her little log cabin home. Grandma greeted me at the door with a big hug. â€Å"I am so happy that you could come to visit with me,† said grandma. This Christmas is going to be so wonderful! I have a special surprise for you dear. Little did grandma know that I had a very special surprise for her as well. â€Å"Well, we can't stand around here all day,† said grandma. There's a lot of work to get done. I have invited the people from the village to come to my Christmas party on Saturday evening.After I had freshened up a bit, we spe nt the day baking all sorts of cookies and candies. Grandma had a story to tell as we baked the goodies for the party. She told me about how she used to bake apple pies for grandpa. â€Å"He loved apple pies,† said grandma. Those were his favorite. She said that after the pies would cool off, that grandpa would send her into the living room, under the pretense that he would clean up the kitchen. Grandma knew what he was really up to, but she never let on that she knew. Grandma would go into the living room and sit in her rocking chair. She would sing some of the songs that she knew grandpa loved.About an hour later, grandma would wander back into the kitchen. â€Å"Why Henry! † she said kitchen, grandma retired for the evening. I made myself a cup of tea and sat down in front of the fireplace. Sitting alone in the quiet house, I pondered my childhood memories of my grandparents. They had always been such a fun loving and happy couple. Shortly after they were married, g randpa built the log cabin home for his â€Å"Little ole Emmy†, as he called her. Just before Christmas, almost twelve years ago, grandpa was outside gathering firewood, when grandma heard a horrible scream and a terrible noise.She ran outside to find that an area of the ice on the lake had fallen through. She yelled for grandpa over and over but no reply ever came. They searched the lake for over a week, but no trace of grandpa could be found. Finally, they called off the search. One of the men who had helped in the search said they'd probably never find grandpa now. Just then, as my thoughts were still racing around in my head, my grandmother brought me back to reality. â€Å"We have to be up very early in the morning dear, so off to bed now,† she said. I slowly walked to my grandmother's room, and kissed her goodnight.Morning came early at grandma's house. As I entered the kitchen I could smell the homemade biscuits and gravy cooking on the stove. â€Å"What's on o ur list of things to do today? † I asked. â€Å"The men are coming from the village this morning to put the lights on the trees, and we have lots of presents to wrap for the children,† she said. Just then, there was a knock at the door. It was the men from the village ready to start putting up the lights. Grandma was so excited as she stepped back to watch them. â€Å"Let's wrap those presents now Laura,† said grandma.As I watched grandma wrap the presents and tie the ribbons, I knew that so much more was being placed around them. With each piece of wrapping paper grandma was also wrapping them with love. After the last present was wrapped, we realized that we'd been wrapping presents all day! It was now getting dark outside and grandma wanted to go outside to view the lights. As we stepped out onto the porch, we gasped. The sight that met our eyes was so beautiful to behold! The snow was glittering and the reflection of the lights on the snow was beyond words! I t was breathtaking! That night I went to bed with a heart full of love for my grandmother.I knew that someday I wanted to be just like her, full of love for others. Saturday evening the village people started arriving just after dark. Grandma always waited until evening to have her Christmas party, because she loved the lights. All the guests gathered around in the front yard and began to sing Christmas carols. Oh, how grandma loved that! Ole Ben was a jolly fellow who worked at the village store, and he was chosen to help Santa hand out the presents. The children shouted with glee, as they unwrapped their gifts. Grandma said, â€Å"Laura, come here dear, I have a surprise for you. As she handed me the present, I could see the love and pride in her eyes. â€Å"I love it grandma†, I said, as I bent down to kiss her cheek, â€Å"I will cherish it forever. † Grandma had made a quilt out of some of my dresses that I had worn as a little girl. â€Å"Grandma, if you could have just one special gift for Christmas, what would it be? † I asked her. Without even stopping to think, she replied, â€Å"I would like to see your grandfather just one more time, so I could feed him the apple pie that the horses quit snatching when he left us. † Just then grandma's face lit up like the lights on the Christmas tree!Everyone turned to see what grandma was looking at. Walking slowly toward her, with an apple pie in his hand, was grandpa! There was two slices missing from the pie that he was holding. The village people were speechless, as they thought they were seeing a ghost. Grandpa chuckled, as he yelled out, â€Å"Emmy, those darn horses snatched the pie and got away with two pieces. Difference to me, but slowly my memory started to return. I remember now going out to gather firewood. There was a nice piece of wood on the lake. I thought the lake was frozen over so I stepped out on the lake to get the piece of wood.I remember hearing the lake crack le and that's the last I remember about the accident. â€Å"Laura, how can I ever thank you for bringing grandpa home to me? † asked grandma. Laura replied, â€Å"Seeing the happiness and the love you have for each other is all the thanks I need. † As Laura retired to bed that night, she couldn't help but think about the surprise that she had given to grandma for Christmas. She knew in her heart that it was the best surprise present that grandma would ever get. What a warm and wonderful feeling came over Laura as she fell asleep, thinking of her grandparents.

International organizations Essay

International organizations provide a common platform wherein representatives from different parts of the world can discuss and evolve solutions for contemporary issues. In common parlance, it is well known as intergovernmental organizations. The World trade Organization, European Union and Council of Europe are international Organizations to name a few. Evolution Of International Organizations There was need to have a neutral forum where countries could participate and discuss problems that were of significance the world over. This gave rise to international Organizations. Role Of International Organizations The participating countries define the function of the International Organizations. The objective of international organization is to study, collect and propagate information, setting up of laws that are internationally accepted. The international organizations also help in cooperation between different countries by setting up negotiation deals between them. The international Organizations also help in technical assistance. The International Organizations play an important role in collecting statistical information, analyzing the trends in the variables, making a comparative study and disseminate the information to all other countries. There are some intergovernmental organizations that have set international Minimum standards. Such norms are difficult to be set at the state level. There are some international organizations that perform certain supervisory functions. The supervisory system of the UN is very weak. In contrast, the supervisory mechanism of the ILO is quite strong. The European Union, together with the Commission and the Court of Justice, has a relatively strong supervisory mechanism. The third function of the international organizations is setting up multilateral or bilateral agreements between countries. Another function, that has assumed importance in the recent times, is lending out technical cooperation to the member countries. By technical cooperation we mean the provision of intellectual or financial material to the countries, which require them. Amongst all the roles and activities of the international organizations, the most important is negotiating and setting up multilateral agreements. Minimizing the transaction costs can strengthen the cooperation between different  countries. Beside they also provide lucidity and information. For negotiations, forums for bargaining are set up and focal point structures are constructed during negotiations. The multilateral agreements that are settled by the international organizations occur in sections like environment protection, development trade, crime human rights, etc. Success and failure of League of Nations The League itself was a success, as nothing like it had ever existed before. The League was successful in the 1920s in settling disputes between countries. Finland and Sweden argued over which country should own the Aaland Islands. The League settled the dispute in favour of Finland. When Greece and Bulgaria became involved in a border dispute, the League was called in to decide who was right. The League also did very good work in a campaign to stamp out the slave trade and in tackling diseases. In August 1923 five Italian surveyors were mapping the Greek-Albanian border for the League of Nations. They were shot and killed on the Greek side of the border and Mussolini, the Italian Prime Minister, demanded compensation from the Greeks. When the Greek government ignored the demand, Mussolini ordered the Italian navy to bombard and then occupy the Greek island of Corfu. Italy was also a Permanent Member of the Council of the League. Eventually the League backed Mussolini and forced the Greeks to pay compensation. Then Mussolini had to withdraw his forces from the island. The Corfu incident seemed to suggest that Permanent Members of the Council could get away with breaking the Covenant. It also suggested that while the League could deal effectively with small countries, it could not deal with large countries. The successes of the League of Nations In view of the League’s desire to end war, the only criteria that can be used to classify a success, was whether war was avoided and a peaceful settlement formulated after a crisis between two nations. The League experienced success in: The Aaland Islands (1921) These islands are near enough equal distant between Finland and Sweden. They had traditionally belonged to Finland but most of the islanders wanted to be  governed by Sweden. Neither Sweden nor Finland could come to a decision as to who owned the islands and in 1921 they asked the League to adjudicate. The League’s decision was that they should remain with Finland but that no weapons should ever be kept there. Both countries accepted the decision and it remains in force to this day. Upper Silesia (1921) The Treaty of Versailles had given the people of Upper Silesia the right to have a referendum on whether they wanted to be part of Germany or part of Poland. In this referendum, 700,000 voted for Germany and 500,000 for Poland. This close result resulted in rioting between those who expected Silesia to be made part of Germany and those who wanted to be part of Poland. The League was asked to settle this dispute. After a six-week inquiry, the League decided to split Upper Silesia between Germany and Poland. The League’s decision was accepted y both countries and by the people in Upper Silesia. Memel (1923) Memel was/is a port in Lithuania. Most people who lived in Memel were Lithuanians and, therefore, the government of Lithuania believed that the port should be governed by it. However, the Treaty of Versailles had put Memel and the land surrounding the port under the control of the League. For three years, a French general acted as a governor of the port but in 1923 the Lithuanians invaded the port. The League intervened and gave the area surrounding Memel to Lithuania but they made the port an â€Å"international zone†. Lithuania agreed to this decision. Though this can be seen as a League success – as the issue was settled – a counter argument is that what happened was the result of the use of force and that the League responded in a positive manner to those (the Lithuanians) who had used force. Turkey (1923) The League failed to stop a bloody war in Turkey (see League failures) but it did respond to the humanitarian crisis caused by this war. 1,400,000 refugees had been created by this war with 80% of them being women and children. Typhoid and cholera were rampant. The League sent doctors from the Health Organisation to check the spread of disease and it spent  £10 million on building farms, homes etc for the refugees. Money was also invested in  seeds, wells and digging tools and by 1926, work was found for 600,000 people. A member of the League called this work â€Å"the greatest work of mercy which mankind has undertaken.† Greece and Bulgaria (1925) Both these nations have a common border. In 1925, sentries patrolling this border fired on one another and a Greek soldier was killed. The Greek army invaded Bulgaria as a result. The Bulgarians asked the League for help and the League ordered both armies to stop fighting and that the Greeks should pull out of Bulgaria. The League then sent experts to the area and decided that Greece was to blame and fined her  £45,000. Both nations accepted the decision. The failures of the League of Nations Article 11 of the League’s Covenant stated: â€Å"Any war of threat of war is a matter of concern to the whole League and the League shall take action that may safe guard peace.† Therefore, any conflict between nations which ended in war and the victor of one over the other must be considered a League failure. Italy (1919) In 1919, Italian nationalists, angered that the â€Å"Big Three† had, in their opinion, broken promises to Italy at the Treaty of Versailles, captured the small port of Fiume. This port had been given to Yugoslavia by the Treaty of Versailles. For 15 months, Fiume was governed by an Italian nationalist called d’Annunzio. The newly created League did nothing. The situation was solved by the Italian government who could not accept that d’Annunzio was seemingly more popular than they were – so they bombarded the port of Fiume and enforced a surrender. In all this the League played no part despite the fact that it had just been set up with the specific task of maintaining peace. Teschen (1919) Teschen was a small town between Poland and Czechoslovakia. Its main importance was that it had valuable coal mines there which both the Poles and the Czechs wanted. As both were newly created nations, both wanted to make their respective economies as strong as possible and the acquisition of rich coal mines would certainly help in this respect. In January 1919, Polish and Czech troops fought in the streets of Teschen. Many died. The  League was called on to help and decided that the bulk of the town should go to Poland while Czechoslovakia should have one of Teschen’s suburbs. This suburb contained the most valuable coal mines and the Poles refused to accept this decision. Though no more wholesale violence took place, the two countries continued to argue over the issue for the next twenty years. Vilna (1920) Many years before 1920, Vilna had been taken over by Russia. Historically, Vilna had been the capital of Lithuania when the state had existed in the Middle Ages. After World War One, Lithuania had been re-established and Vilna seemed the natural choice for its capital. However, by 1920, 30% of the population was from Poland with Lithuanians only making up 2% of the city’s population. In 1920, the Poles seized Vilna. Lithuania asked for League help but the Poles could not be persuaded to leave the city. Vilna stayed in Polish hands until the outbreak of World War Two. The use of force by the Poles had won. War between Russia and Poland (1920 to 1921) In 1920, Poland invaded land held by the Russians. The Poles quickly overwhelmed the Russian army and made a swift advance into Russia. By 1921, the Russians had no choice but to sign the Treaty of Riga which handed over to Poland nearly 80,000 square kilometres of Russian land. This one treaty all but doubled the size of Poland. What did the League do about this violation of another country by Poland? The answer is simple – nothing. Russia by 1919 was communist and this â€Å"plague from the East† was greatly feared by the West. In fact, Britain, France and America sent troops to attack Russia after the League had been set up. Winston Churchill, the British War Minister, stated openly that the plan was to strangle Communist Russia at birth. Once again, to outsiders, it seemed as if League members were selecting which countries were acceptable and ones which were not. The Allied invasion of Russia was a failure and it only served to make Communist Russia even more antagonistic to the West. The invasion of the Ruhr (1923) The Treaty of Versailles had ordered Weimar Germany to pay reparations for war damages. These could either be paid in money or in kind (goods to the value of a set amount) In 1922, the Germans failed to pay an installment.  They claimed that they simply could not rather than did not want to. The Allies refused to accept this and the anti-German feeling at this time was still strong. Both the French and the Belgium’s believed that some form of strong action was needed to ‘teach Germany a lesson’. In 1923, contrary to League rules, the French and the Belgium’s invaded the Ruhr – Germany’s most important industrial zone. Within Europe, France was seen as a senior League member – like Britain – and the anti-German feeling that was felt throughout Europe allowed both France and Belgium to break their own rules as were introduced by the League. Here were two League members clearly breaking League rules and nothing was done about it. For the League to enforce its will, it needed the support of its major backers in Europe, Britain and France. Yet France was one of the invaders and Britain was a major supporter of her. To other nations, it seemed that if you wanted to break League rules, you could. Few countries criticised what France and Belgium did. But the example they set for others in future years was obvious. The League clearly failed on this occasion, primarily because it was seen to be involved in breaking its own rules. Italy and Albania (1923) The border between Italy and Albania was far from clear and the Treaty of Versailles had never really addressed this issue. It was a constant source of irritation between both nations. In 1923, a mixed nationality survey team was sent out to settle the issue. Whilst travelling to the disputed area, the Italian section of the survey team, became separated from the main party. The five Italians were shot by gunmen who had been in hiding. Italy accused Greece of planning the whole incident and demanded payment of a large fine. Greece refused to pay up. In response, the Italians sent its navy to the Greek island of Corfu and bombarded the coastline. Greece appealed to the League for help but Italy, lead by Benito Mussolini, persuaded the League via the Conference of Ambassadors, to fine Greece 50 million lire. To follow up this success, Mussolini invited the Yugoslavian government to discuss ownership of Fiume. The Treaty of Versailles had given Fiume to Yugoslavia but with the evidence of a bombarded Corfu, the Yugoslavs handed over the port to Italy with little argument

Different Models of English Essay Example | Topics and Well Written Essays - 2000 words

Different Models of English - Essay Example English has become the second language in most part of the world with an increasing interest to learn it by masses. Currently, a large number of the users and speakers of the English language are located globally, outside the main heartland where the language originated and flourished. People use the language for variety of purposes such as tourism, business, finance, entertainment, academic and interpersonal relationships and that is the only media of communication which is understood by most of the people to a certain extent. In the above perspective, the paper attempts to study the various available linguistic models for the learning of English with a special reference to Lingua Franca as the suitable model for the English learners in the China. Native-Speaker Model Kachru (2005) propounded his Three Circles Model for English learning. What he described as Inner- Circle that comprises of the countries, which are native developers of the English language such as Britain, U.S., Aust ralia and Canada. Countries such as China, Japan who according to Kachru (2005) fall under Expanding – Circle do not have matured version of their own English obviously look at native speakers for their English language programs unlike the Outer-Circle countries. Kirkpatrick (2007) is of the view that Inner-Circle norms are not necessary for countries like China and they need not follow the pattern of pronunciation prevailing in Inner-Circle countries. He is of the clear view that the distinction between native and nativised varieties of English can easily be questioned. American English is a nativised version when compared to British English because some other languages were spoken there before English from Britain arrived there. So taking the grasp of local cultures of America, English got nativised in the American context. Same is also true for Australian English which got nativised through the influence of local cultures. Kirkpatrick (2007) is of the view that all languag es routinely influence each other and evolve. Even current native English language is a mixture of so many other languages such as Greek, Latin, Germanic, French, and other Anglo-Saxon forms. Thus, it is difficult to classify any form of English as native version rather it is easy to classify them as nativised. Nativised Model Roger Anderson (1983) propounded the theory of nativization of language. According to him, the learner of a second language (English) nativises the language input in reference to their first language norm. Learners of the second language failing to identify them with the culture of the target language reject its linguistic norms and tend to nativise it. This has been confirmed by Kachru (2005) when he classifies his theory about The Outer-Circle. He classifies those countries in Outer-Circle, which have been either British or U.S colonies in the past such as India, Kenya, Africa, Pakistan, Singapore, Philippines, Bhutan, and Bangladesh. These countries have su ccessfully developed and adopted to own version of pronunciation of English depending upon their culture and linguistic style and most of them have culminated into mature varieties as described in detail by Schneider (2007). Globish Model Globish is a simple form of English devised by Jean Paul Nerriere, an Ex-vice president of IBM. It has short sentences, no idiomatic expressions and uses basic syntax. It has vocabulary of 1500 words. This was devised by Nerriere to help non-English speakers so that

Marketing Research on McDonalds (Australia) Essay

Marketing Research on McDonalds (Australia) - Essay Example It can be said that the marketing efforts for any product or service should always be line with the SMART framework. The SMART framework which essentially focuses on the guidelines related to specific, measurable, achievable, realistic and timed parameters helps to develop a highly integrated marketing plan within a time bound frame (Stone, 2001, p.15). The SMART objectives when implemented in a marketing plan in a properly organized and phased out manner helps tremendously to the process of increasing the productivity of the marketing plan (Mullin, 2010, p. 34). However, the following processes can be followed for the purpose of implementation of SMART objectives within the marketing plan aimed to bring focus and generate consumer interest on the globally present McDonald’s brand in the Australian market. Specific: In order to increase the effectiveness of the marketing plans, McDonalds should focus towards a specific group of consumers or the relevant target audience. Identi fying the specific consumer needs with regards to demography and age group, will lead to the better conversion and increased sales for the products of McDonalds in the Australian region, while effectively trying to generate advantage from the need fulfillment perspective. Measurable: For the purpose of better targeting, demand estimation as well as measuring the effectiveness of the marketing plan, McDonalds should employ various strategies related to data analytics to increase the relevancy of the marketing exercise. Achievable: After the process of effective demand forecasting as well as the estimation of the target audience, effective setting of targets on a monthly basis has to be made for the forward growth of the business. Focus should be on the point of setting sustainable and achievable target growths for the process of generating motivation of the sales team. Realistic: Effective consumer data analysis has to be done for promoting setting of realistic goals while taking int o account the various parameters related to change factors. Timed: While designing the marketing exercise, McDonalds should focus on setting a time limit for each activity in the marketing plan. The process of setting a time limit should comprise of setting a time limit for the development and designing of a new product or service. The time limit should also be fixed on deciding the duration of employing the various mediums for the process of value communication of the product or service in the Australian market. Timing the marketing activities is essentially important as this helps in generating a measure of the level of effectiveness of the various departments of the organization as well as the relevancy and effectiveness of the various platforms of marketing. 2. Having a highly effective and attractive positioning statement in the forefront of the marketing campaigns is a highly vital factor as it can hold the key to the making or breaking point related to the success of the mark eting campaigns. The reason behind it is associated with the fact that the positioning statement helps in the process of identification of the brand by the target audience as well as the competitors at large, while increasingly creating favorable points of difference with rival brands (Capon & Hulbert, 2007, p. 253). It can be said that the target audience which essentially comprises of the consumers of the Australian market prefer to have a food packaging which clearly highlights the

Essay Example | Topics and Well Written Essays - 500 words - 197

Essay Example The blacks wanted the power and freedom to determine their own destiny. They believed that the black community was not free until they had the power to determine their own destiny. The party leaders also pushed for full employment of the black people. They believed that it was the duty and responsibility of the federal government to ensure that each man gets employment and is guaranteed a reasonable income. They did not believe in working for the white American businessmen since they believed that doing so would lead to oppression and discrimination. The Black Panther advocates also pushed for restitution for slave labor. They believed that the government has been robbing the blacks by exercising unfair treatment and as a result they were demanding an overdue debt as restitution for slave labor and mass murder of the black community. They also pushed for proper and adequate housing. They believed that the white landlords would not give proper housing and so there was a need for the government to build decent housing for its people. Education was also key in this party. The blacks believed that a man without real knowledge of the society, has little chance of survival. They therefore advocated for education that teaches black history. Blacks also demanded that they should be excluded from military service. They believed that they should not be forced to fight for a racist government that is not protective. Besides, they demanded an instantaneous end of police brutality and murder of the black fraternity. They believed that they could organize and form self-defense troops that would enable them to protect the blacks against violent racist police. Consequently, they also demanded that when brought to trial, blacks should be tried by a jury of their own race as defined by the constitution. Finally, they demanded freedom for all black prisoners held in American prisons and jails. This is because

Signs of American Life (McDonald's Restaurants) Essay

Signs of American Life (McDonald's Restaurants) - Essay Example A country's culture can be judged by many things, such as its language, films, drama, literature and of course, its cuisine. Although there are many regional variations of its cuisine, the single most visible form of American culture as exemplified by its cuisine is its fast foods. Fast food service restaurants are invented in America and McDonald's is its foremost example that combines the can-do spirit, its stringent individualistic attitudes towards life in general; a hurried pace of life, such that even eating is hurried and harried. In old Europe, eating is done in a leisurely manner as shown in its fine dining establishments but in America, it is different. A general mood is do things quickly in order to achieve material things in life and get ahead. Alexis de Tocqueville hit it on the right spot to have observed this restlessness in Americans; a general tendency to acquire material things that lead to disillusionment, disquiet, unhappiness and an unstated feeling of getting le ft behind by the faster, next fellow. (Tocqueville 1). Long before the term â€Å"keeping up with the Joneses† was coined or invented, Alexis de Tocqueville had already put it succinctly what one single trait to describe the Americans. In his statement, â€Å"it is strange to see with what feverish ardor the Americans pursue their own welfare; and to watch the vague dread that constantly torments them lest they should not have chosen the shortest path which may lead to it† in which an observer gets the impression most Americans are always outdoing each other, not wasting even a single moment by eating fast. Instant coffee, instant meals and instant gratification are exemplified by McDonald's Restaurants in which a customer can order a quick bite and have it within a matter of minutes. McDonald's has been immensely successful because it catered to this American trait of having everything at once, not a minute longer than necessary. People who are always on the go who ne ed a quick bite can hop into any McDonald's outlet and expect to be served very

Manager and Effective Virtual Team Essay Example | Topics and Well Written Essays - 750 words

Manager and Effective Virtual Team - Essay Example 83, 2000). The four of the most significant challenges are (1) useful communication, (2) rapport creation, (3) dealing with conflicts and (4) leadership. Technology offers lesser prosperity as well as communal existence than face-to-face situation. Group associates lose data they are used to depending upon. This can cause misunderstandings, unsupported typecasts and misinterpretations. The majority of communications on technology occur with a â€Å"lag time between one message being sent and another received† (Fisher & Fisher, p. 102, 2000). This lessens the closeness as well as effectiveness of response, yet simultaneously provides individuals time to consider during replies. Executives should concentrate on the procedures by which virtual teams should get used to the circumstances. They can find out how to utilize a selection of technologies to be in touch properly with accurateness. They can discover how to utilize the lack of prosperity to their benefit. Premium associatio ns, distinguished by confidence and esteem, collaboration and obligation, are significant in every group. They decrease the level of negative disagreement and develop the team’s aptitude to deal with and get value from job connected disagreement. They boost individuals’ ease in bringing different point of views to the job, and develop the possibility that individuals will support and achieve the team’s goals. At times, premium relationships are even more imperative for virtual teams than for ‘in person’ ones: groups with excellent dealings can more effortlessly work separately with no apprehension for the procedure or result. Disagreements within a virtual team situation are as inescapable as in a cooperative situation. Even though the phrase disagreement normally has a little negative implication, a number of disagreements are generally thought to be encouraging for team performance. Confidence is a requirement for successful disagreement resolutio n. Because of the different background of group associates, the concerns causing disagreements vary between traditions, what is noticed or inferred as disagreement varies, and ultimately methods for resolving disagreements vary. It is apparent that having a better perceptive of disagreement methods within virtual teams is very important. Each group requires a â€Å"planned workspace, defined roles, a clear task strategy and explicit interaction norms† (Lepsinger & DeRosa, p. 193). In a face-to-face team, team members can completely discuss these processes as they view and respond to one another’s facial looks as well as other non-verbal actions. Within a virtual team, there is no such chance, and virtual teams that do not deal with these procedures are frequently unsuccessful to â€Å"get off the ground† (Lepsinger & DeRosa, p. 82). It is the manager’s responsibility to support appropriate response as well as suggestion, and vigorously build on the groupà ¢â‚¬â„¢s strong points as they appear. The team head has liability to guarantee that supporters are â€Å"kept up to date and involved in key exercises, as well as engaged as important resources to access different information and contacts† (Lepsinger & DeRosa, p. 204). An executive should be capable to use the expertise the group is reliant upon, for instance, â€Å"

Multi-user database Essay Example | Topics and Well Written Essays - 250 words

Multi-user database - Essay Example In addition, the concurrency control is significant for the reason that the concurrent execution of multi-user database transactions those are performed in a collective database arrangement can provide basis for some of the reliability and integrity issues. In this regard, for the proper establishment of the concurrency control the method of the locking is used that involves the assurance regarding private utilization of a data item to a database operation. Normally, let if database transaction A1 holds a lock on a database data item, after that another operation A2 does not have right to use that data item (WordPress, 2010), (Wikia, 201) and (Hoffer, Prescott, & McFadden, 2007). In case of the transaction management we need to ensure that multi-user database transactions or operations are clear, means that every transaction should have preserved database integrity all through multiple users’s operations trying to access the databases. In addition, transactions have to be as w ell divided into subordinate-transactions; since every subordinate-transaction can affect the single database system.

NESTLE Essay Example | Topics and Well Written Essays - 5750 words

NESTLE - Essay Example Nestle sales for 2010 were almost CHF 110 bn (roughly 109 billion US Dollars). It manufactures and sells about 7500 brands in different nutrition and wellness categories. This report provides an analysis and evaluation of the range of alternative aspects related to international entrepreneurship employed by Nestle to influence business activity, by clearly identifying conclusions drawn from the analysis. The paper will give recommendations and suggest areas of further study. The report finds the international business prospects of the company in its current position are positive. The areas of weakness require further investigation and remedial action by management. Introduction Entrepreneurship is a process through which individuals or organizations identify opportunities, allocate resources, and create value.   This creation of value is often through the identification of unmet needs or through the identification of opportunities for change. Entrepreneurs see â€Å"problems† as â€Å"opportunities,† then take action to identify the solutions to those problems and the customers who will pay to have those problems solved. Entrepreneurial success is simply a function of the ability of an entrepreneur to see these opportunities in the marketplace, initiate change (or take advantage of change) and create value through solutions. (Greg). International or Global Business is defined as the exchange of goods and services among individuals and businesses in multiple countries. It is specific entity, such as a multinational corporation or international business company that engages in business among multiple countries. To initiate and expand international business, International marketing is required. International marketing is the process of conceptualizing and then conveying a final product or service worldwide with the hopes of reaching the international marketing community. Proper global marketing has the ability to catapult a company to the next leve l, if they do it correctly. Different strategies are implemented based on the region the company is marketing to. Global /International marketing is especially important to companies that provide products or services that have a universal demand such as automobiles and food.( jetzt). In this backdrop, Nestle is a true International entrepreneur / business. Henri Nestle in Vevey, Switzerland, founded the company in 1866 with headquarters still located there. Company employs around 280000 people and has factories or operations in almost every country in the world. Nestle sales for 2010 were almost CHF 110 bn (roughly 109 billion US Dollars). It manufactures and sells about 7500 brands in different nutrition and wellness categories. (Nestle) .Nestle deals in variety of food, health and nutrition products. Main categories of products include but not limited to Baby Foods, Sports Nutrition, Chocolates, Waters, Coffee, Beverages, Frozen Meals, Ice Cream and Frozen Treats, Imported Foods, Healthcare Nutrition, Pet Foods and Food services worldwide. Creating a global business strategy involves first carrying out an environmental analysis of political, economic, social, and technological trends that are relevant to operating on a global scale. An organization’s mission statement should then reflect this global focus. A mission statement is a relatively short statement outlining the purpose of an organization. It creates a direction for the organization. Having a clear set of objectives enables strategic planners within an organization to develop the plans - strategies that enable the organization to focus on global markets. A key element of this global strategy will be a global

Heart of Darkness Term Paper Example | Topics and Well Written Essays - 1000 words

Heart of Darkness - Term Paper Example The script further entails a summary of the ‘Heart of Darkness’ and the implied atrocities that depict the European colonialists as dark hearted, to the extent that they suffice the cultural and societal norms of the African Congo community. The writer narrates that curious Marlow approaches his aunt who works for an exploration company and seeks for a sail to the Belgium colony of Congo1. The aunt grants Marlow the opportunity to make a sail after one of the sailors dies during the war with the African habitats. As he sails the ship alongside the company’s lawyer, accountant, and director, Marlow appears as a person who has no role in the society, as the Europeans tend to realize personality by the relevant qualifications, one has in their civilized world. Because of this factor of civilization, Marlow articulates to the crewmembers that he depicts the European countries as malign and dark hearted, using their enlightened skills to rape colonies off their values2. As he narrates of the hard feelings on the antisocial deeds, the others stare at him without any comments, a factor he holds as ignorance due to his unskillful nature. The issue of culture arises at the time of anchoring the sail at the African shores, Marlow is quick to identify empty creatures with which one comes forward and secures a pack of ship biscuits. He sighs from relief when the creature walks away and gives way for the four to talk with the company’s chief accountant, a well dressed up man. Introductions prevail between the crew and the man as they proceed to the hut. Similarly, Marlow establishes that the Belgian colonists have the mandate and control over the resources available a factor exhibited precisely when the accountant sets out to assess the palms, whereas on the native creatures languish in poverty and hunger as learned from the creature with whom

Knowledge acquisition Essay Example for Free

Knowledge acquisition Essay Jegrins Insurance Company is one of the largest insurance companies. Jegrins Company is a group of six other companies that deal with life insurance, property insurance, insurance exchange, property insurance and management. Jerkins Insurance Company is one of the largest casualty or property insurers and has so many policies. It deals with life insurance, asset management and casualty and property Insurance. Insurance companies have to maintain a competitive advantage in order to ensure growth. Jergins is one of those insurance companies that need to maintain a competitive advantage. The company has a very stable financial condition, works towards superior targets hence attains the aim of providing superior services. The employees of Jegrins Insurance Company are a very committed group who work towards the success of the company and ensure that the company grows. Jegrins Company has policy holders too that always set specific targets to be met by the company. They either set long term targets or short term targets depending on what they want to accomplish, agents of the company work hard in order not only to meet these targets but also to exceed them as a challenge to their policy holders. This company uses all these to ensure growth in the market as well as maintaining a competitive advantage. The company uses the capitalizations risk adjustment as one of the ways of ensuring growth. It has a unique solid operating performance system as well, that it makes use of and views this as very important in the growth of the company. Another design in place for the Jegrins Insurance Company is the availability of the regional market that is well established. The advantage of the regional market, the employees attitude towards working hard, the adjustment of risk capitalization and the policies of the company that have to be met, place the company in a very high class among other insurance companies and enables it maintain a competitive advantage apart from just company growth. There are other factors that contribute to the growth hence high rating of the Jegrins Insurance Company. These are factors such as improvements on technology which has enabled the company growth on performance and service offering, low operating costs, a solid income investment, an increased sophistication on pricing and a well organized and well mannered underwriting. Jegrins Company cannot only depend on the already mentioned factors to be successful and to maintain a competitive advantage. It has to look for knowledge and how to manage it for the benefit of the company. The company therefore tried to change or implement ways of getting knowledge which it realized was a very important factor in maintaining competitive advantage. The company realized that by gaining knowledge from outside about other companies or competitors, it would be better placed, and apart from that, internal knowledge was noticed as essential for the general growth of the company. The company manager therefore decided to implement knowledge strategies to use for the companies benefit and be well informed about competitive advantage issues. The knowledge strategy of a company is the approach the company gives to the knowledge capabilities and knowledge resources to the companys strategy in order to achieve what the company targets are. A knowledge strategy enables the company to increase its knowledge in a specified area be it internal or external knowledge of a company. Companies choose from the knowledge sources which are either internal or external or can choose to use both. Jegrins Company decided on a knowledge strategy that uses both the internal knowledge sources and the external knowledge sources. Jegrins company internal knowledge sources are those that the employees have in their minds, that is, in their behaviors, the duties and procedures they conduct everyday, the company equipments and the software of the company that they handle. Jegrins internal knowledge sources also lay in the various documents that the company has, the databases and the on line repositories. The external knowledge sources that Jegrins decided to use are such as consultants, from brokers of knowledge, universities, publications, personal relations and from professional associations. Jegrins company manager found out that internal knowledge source could be used to prevent imitation by other companies and to maintain the required level of knowledge requirement for executing the companys strategy and maintaining its current position. The manager then decided to go to an extent of looking for external knowledge sources to avoid being beaten by competitors since competitors too have knowledge levels. The company has to ensure the gap between the competitors level of knowledge is closed down to ensure it is not down and cannot be out done at any time. Jegrins also creates new knowledge to keep in pace and to maintain a competitive advantage position. This extra knowledge, the manager feels is very important since the company will be better placed that the other companies. The company exploits knowledge to keep pace by looking for more information that is relevant. Jegrins insurance Company Internal knowledge management and knowledge acquisition: Without a knowledge strategy, the success of a company can be jeopardized. The company has since implemented a strategy of knowledge acquisition. This strategy has various processes that the company follows. The knowledge of the company since it was initiated was made available to the company employees for them to get to know more about the company. In knowledge management, employees are very important. Jegrins encourages its employees to get the information about the company and perform there duties on the basis of knowledge that they have gained. Internal knowledge is based on the employee knowledge, about their experiences, the soft ware in the company and other company documents. Since the company already had these, it was easy for the manager to go through this step of knowledge acquisition because the employees already had knowledge about the company, the software and had experiences in vast areas of the company. On the basis that this is a large company that provides services to other members and has so many policies, Jegrins has a lot to be termed as internal knowledge. It is therefore an important task to take a long term plan to ensure knowledge acquisition is not stopped after a short time but is continued over a long period of time. Jegrins made this decision just based on the nature of the business or company that does not go for days then close down. The manager decided on long term plans to avoid failure during operations in the future. Apart from the company knowledge that was readily available, the manager still implemented ways to encourage the employees to share the experiences they had and other organizational issues as a way to improve the companys operational system. By this he encouraged learning through experience hence acquiring more useful knowledge to what his targets of the company are knowledge. External sources of knowledge: Jegrins acquires knowledge too from the external environment as has been stated. It gets information from consultants about the companys operation steps whenever the manager feels there is a point where consultation is required. The company has evolved to an extent of looking at the other companys successful methods and learning about them for the benefit of the company and to bridge the gap between the competitor and the company itself. When the company manager does this, he realizes that the other companies do not have more knowledge than the company does, and therefore are at almost the same level of knowledge and not left out yet the company still ranks above the competitors. This he realizes is important in maintaining a competitive advantage since knowledge about other companies is available to him and he knows the steps to make to avoid problems or going down the competitive advantage. The manager also involves the company in looking for information about the environment to which the company operates apart from the competitors information. The market is very important to the management of the company since the basis of the company being set up is to provide services to a specified market. Jegrins manager encourages research on the market for the advantage of the company. This though has been the company norm even before the manager decided on taking to knowledge strategy since it offered a lot of information about the steps to be followed for the success of the company. The manager realized that there was need for a strategy or method to be used to acquire just more information relevant for development. This kind of information gaining was meant for the purpose of just keeping in pace with others or being ahead of them which would be to the advantage of the company. The company therefore looked for external sources of information from universities, publications about the successful insurance companies, and other related information professional sources. Jegrins Information distribution: The manager of Jegrins Insurance Company adopted a system in the company that stored valuable information in an order that could be easily retrieved for reference. He also adopted the system of allowing information to be shared among the employees depending on the ranks and area of work so that when an employee does not accept an issue, he/she can explain it to others, discussed and a conclusion made. All these steps the manager considers as a good knowledge management strategy that has shown great success to the company after implementation. After knowledge acquisition, distribution, interpretation and general storage, the company’s knowledge management can be discussed. The manager so far has used this strategy to manage the company knowledge and is able to realize some bit by bit improvements from the previous level in which the company was before. The company though was at a high level, the manager had intentions of improvement and not just sticking to one level forever that may fall down in one time. The manager decided therefore to implement the knowledge management strategy to improve company performance and maintain competitive advantage. In all the knowledge management procedures, the manager had to take time to make sure that strategic knowledge creation is correctly done. He had to make the short term decisions in some cases and long term decision in others to make sure that there is a balance. This is because in some cases like the maintenance of the competitive advantage by the company, the manager had to decide on long term strategy since the future of the company has to be considered. After implementing a knowledge management strategy, the company has come to realize that knowledge is the key issue in the basis of competition. The company is always aware of any competitor steps that are relevant for the company in order not to be beaten by the competitor. Additional knowledge places the company at a higher class since more improvements have been made based on the acquired knowledge. Internal knowledge proved to be very advantageous to the company since it made the employees share the ideas out of the strategy that the manager created that allowed them to share ideas on the companies operations and make corrections and improvements where it was necessary. The result of these steps by the manager was tremendous, easy maintenance of the competitive advantage, noticeable growth, and increased class when compared to other companies and just being informed in terms of knowledge. It was success for Jegrins. Jegrins manager feels that knowledge strategies that suit respective companies are one of the ways to maintain competitive advantage in insurance companies since knowledge is the basis of competition and improvement. According to Jegrins manager, when the company has knowledge from the external environment, there are very high chances of improvement and maintaining a competitive advantage. Internal knowledge also contributes to the improvement and competitive advantage too since the main subject here is the employees and the employees have a big role to play in the company. They are the one who run it through their routine duties and experiences.

Principles of Construction Management

Principles of Construction Management Contents (Jump to) 1. Gulick’ 7 Functions 2. Fayol 3. Management Theories 4. Challenges Managing People in Construction 5. Conclusion 6. Bibliography Word Count 2070 1. Gulick’ 7 Functions In 1937, social scientists Luther Gulick and Lyndall Urwick (Papers on the Science of Administration) describe seven â€Å"major activities and duties of any higher authority or organisation†. Since then, the acronym POSDCORB has been used to describe the 7 functions of managers: This essentially refers to the various steps or stages involved in a typical administrative process. POSDCORB stands for: Planning: This essentially refers to establishing a broad outline of the work to be completed and the procedures required to implement them. Organising: Organising involves establishing a structure of authority, formally classifying, defining and synchronising the various sub-processes or subdivisions of the work to be done. Staffing: This involves recruiting and selecting the right candidates for the job and facilitating their orientation and training whilst maintaining quality in their work and their environment. Directing: This comprises of continual decision making and delegating structured instructions and orders to execute them. Coordinating: This basically refers to arranging and piecing together the various components of the work. Reporting: Reporting involves regularly updating knowledge about the progress or the work related activities. The information dissemination can be through records or inspection. Budgeting: Budgeting involves all the activities that fall under Auditing, Accounting, and Control. POSDCORB generally fits into the Classical Management movement, being classified as an element of scientific management. Gulick’s POSDCORB principles were instrumental in highlighting the theory of span of control, or limits on the number of people one manager could supervise, as well as unity of command to the fields of management and public administration. For Luther Gulick, the central problem of administration was determining how to achieve the coordination and control necessary to accomplish organisational objectives. His solution was to establish a strong chief executive to counter the divisive aspects of increasing specialisation and division of labour. 2. Fayol Gulick and Urwick built their ideas on the earlier 14 Principles of Management by Henri Fayol in his book General and Industrial Management (1918). Fayol defined theory as â€Å"a collection of principles, rules, methods, and procedures tried and checked by general experience† (Fayol 1918) Fayols 14 Principles Division of Work Authority and Responsibility Discipline Unity of Command Unity of Direction Subordination of Individual Interest to General Interest Remuneration of Personnel Centralisation Scalar Chain (line of authority with peer level communication) Order Equity Stability of Tenure of Personnel Initiative Esprit de Corps Fayol’s influence on Gulick is evident in the 5 elements of management discussed in his book. Fayol clearly believed personal effort and team dynamics were part of an â€Å"ideal† organisation. Planning – examining the future and drawing up plan which areas of action Organising – building up the structure (labour and material) of the undertaking Command- maintaining activity among the personnel Co-ordination – unifying and harmonising activities and efforts. Control – seeing everything that occurs conforms with policies and practices. Fayol’s five principle roles (Plan, Organise, Command, Co-ordinate, and Control) of management are still actively practiced today. The idea of giving authority with responsibility is also widely commented on and is well practiced, though his principles of â€Å"unity of command† and â€Å"unity of direction† are not adhered to in the structure of choice in many of today’s companies. 3.0 Management Theories There are several important management theories which basically classified are as follows: The Scientific Management School such as the works of Frederick W. Taylor and Lillian Gilbreth’s motion study, The Classical Organisational Theory School such as the works of Henri Fayol’s views on administration, and Max Weber’s idealised bureaucracy, The Behavioural School with the work of Elton Mayo and his associates. Management is the process of designing and maintaining an environment in which individuals, working together in groups, efficiently accomplish selected aims (Koontz and Weihrich 1990, p. 4). Theories provide an understanding of what we encounter. A theory provides criteria for what is relevant. Theories enable us to communicate effectively and develop more and more complex relationships with other people. Theories make it possible to keep learning about our professions with continuous development. Management Theories Since the late 1800’s management theories and scientific approaches have been produced by a number of people such as Henri Fayol, Fredrick Taylor, Elton Mayo, Henry Gantt and Frank and Lillian Gilbreth. These people introduced the classical and scientific approaches and over the years developed these principles through their working careers. These styles have changed, merged and stayed the same depending of the person implementing their ideas and the type of company they work for. The traditional classical approach started around the beginning of the 19th century and mainly focused on efficiency together with bureaucratic, scientific and administrative styles of management. The bureaucratic style of management tends to rely heavily on a structure of guidelines such as rules and procedures. While the scientific approach to management mainly focuses on â€Å"the best way to do a job† and the administrative style really emphasises the flow of information in the operation of the organisation. Later towards the end of the 20th century the empowerment style was developed and as a result helped give the employee a sense of responsibility. This was done by offloading some of managements work onto the shop floor and turn gave the employee a sense achievement and direction at work. Modern Theories of Management, Human Relations Douglas McGregor (1906-1964): Who is best known for his formulation of two sets of assumptions- Theory X and Theory Y. McGregor argued that managers should shift their traditional views of man and work (which he termed Theory X) to a new humane views of man and work (which he termed Theory Y). According to McGregor, A theory X attitudes man was lazy and work was bad were both pessimistic and counterproductive. Theory X assumes that people have little ambition, dislike work, want to avoid responsibility, and need to be closely supervised to work effectively. Theory Y, proposed that man wanted to work and work was good. Theory Y offers a positive view, assuming that people can exercise self-discipline, accept responsibility and consider work to be as natural as rest and play. McGregor believed that Theory Y encompassed the true nature of workers and should guide management practice.   Ã‚   Fig 1. Douglas McGregor Theory X and Y. Scientific management – This type of management was introduced by Frederick Taylor and focuses on the worker and machine relationship and as a result of this approach helps increase productivity by increasing the efficiency of the production processes and as a result of his research, Ford Motor Co. embraced this style of management. This type is also designed so that each member of staff has a specified, well controlled task that can be performed as instructed. Time and motion – Frank and Lillian Gilbreth developed this method by focusing on identifying the individual motions of a task. These motions were combined to form both the methods of each operation and the time it took to carry out each task. They believed it was possible to design and time the method of each task in advance, rather than relying upon observation of trial and error. Administrative Management – Henry Gantt developed the Gantt chart, which is used for scheduling overlapping tasks over a period of time. Gantt charts have since become a common technique for representing the phases and activities of a working project and break down the structure so they can be understood by all. Gantt’s management approach focused on motivational schemes and as such emphasised heavily on rewarding staff for good work as opposed to disciplining them over poor work. He also looked at the quality of management skills in building effective industrial organisations. Motivation – Abraham Maslow developed the human relations and behaviour theory in the 1950/60s by distinguishing between what motivates people to do certain activities. His theory suggested that people had to satisfy one level of need before moving onto the next and this in turn resulted in what ultimately motivates people / staff. This is shown in the pyramid illustration as shown below. Fig 2 . Maslow’s Hierarchy of Needs Empowerment – This style of management is a modern theory and was developed in the early 90’s and basically gives the employee a sense of power at work. This is carried out by the employee being authorised by their superior to carry out certain duties without the need to seek approval from above. This type gives the employee a sense of responsibility and achievement while helping to reduce the workload of their boss and in turn cuts down the amount of work the manager has to do as they have delegated certain responsibilities. 4. Challenges Managing People in Construction As highlighted in numerous government and academic reports (Latham, 1994; Egan, 1998, Fairclough, 2002), the construction industry is a sector of the economy which faces many challenges, especially in terms of performance. There are many challenges facing a construction manager. Many challenges are a result of construction operations, while others are a result of indirect activities. A number of challenges are not construction related issues but must be addressed and managed by the construction manager. These issues include workforce/labour considerations, safety, time, and the changing nature of construction work. The construction industry in general is a labour intensive industry and the role of construction manager is to manage people in a strategic and tactical way. One way of managing people would be a classical theory on human behaviour / relations such as Elton Mayo’s on motivation, as a group working dynamics will always have an impact on the projects performance. The term group working dynamics refers to the attitudes, energy and interaction of its group’s members and leaders. The groups working dynamics will always be dependent on the overall effectiveness and efficiency of the project depending on the coordinated efforts of staff working together as a team. Human resource is the most valuable asset in construction industry. Human resource practices are generally concerned with gaining value through increased skills, productivity, contribution, and cost consciousness and productivity are the important factors affecting the overall success of any construction project. Human resource management is the process of finding out what people want from their work, what an organization wants from its employees, and then matching these two sets of needs. Construction projects depend on the knowledge and skills of planning and executing the work. The quality of this most important resource: people, which is what differentiates one team or company from another. Having talented management on board to guide and direct a project is paramount. Having the right balance of skilled and unskilled workers to perform the work is a basic necessity. Finding and recruiting sufficient numbers of skilled, talented people is becoming increasing difficult. There are many reasons this is a problem. One of which is construction is generally viewed as being one of the least desirable industries in which to work. By nature construction is dangerous, dirty, hard work. Other industries out there offer preferred work environments that are cleaner, safer, and generally more desirable. Consequently, there is a severe shortage of talented people willing to work in construction. In order to maximise long term performance, it is important to provide the training necessary to enlighten your workforce. Leadership must be developed among the workforce to aid in effectively coordinating work activities by providing communication links between management and labour. This provides the opportunity for upward mobility and gives motivated people the chance to advance professionally. Empowerment leads to high levels of commitment, enthusiasm, self-motivation, productivity, and innovation. Benefits of this include feelings of appreciation, belonging, and heightened self-worth. Empowerment enables employees to make decisions for which they are accountable and responsible. Empowerment of workforce is one of the keys to improving construction performance. 5. Conclusion – The management theories that have been discussed, important as they are, have to be translated in practice by construction managers, For practicality, all construction managers must develop three sets of skills, namely; conceptual, technical, and human ( Fleet and Perterson 1994, p. 25). A good construction manager should also be able to see members of the organisation as human beings who have needs and psychological feelings and emotions. The development of management theory involves the development of concepts, principles, and techniques. There are many theories about management, and each one ad to our knowledge of what managers should do. Each one has its own characteristics and advantages as well as limitations. The operational, or management process combines each and systematically integrates them. The styles of management best suited to construction are a blend of all described above whilst trying to motivate staff using both the autocratic and democratic approaches because of the need to be one type of boss with one employee and another with somebody else. This is extremely prevalent when dealing with health and safety where and autocratic authoritative style is a prerequisite to the success of reducing the risk of accidents on site. Therefore a manager who makes definitive attempts to translate theory into practice is more likely to increase productivity than a manager who chooses to use the trial and error method of management. 6. Bibliography Egan, J (1998) Rethinking construction: report of the construction task force on the scope for improving the quality and efficiency of UK construction, DETR, London. Fairclough, J., (2002), Rethinking construction innovation and research: A review of government RD policies and practices, Department of Trade and Industry, London Fayol, H. (1949). General and Industrial Management. (C. Storrs, Trans.). London: Sir Isaac Pitman Sons, LTD. (Original work published 1918) Fryer, B. (2004) The Practice of Construction Management, 4th Ed, Oxford: Blackwell Publishing Ltd. Gulick, L. H. (1936). Notes on the Theory of Organization. L. Gulick L. Urwick (Eds.), Papers on the Science of Administration. Koontz Harold and Weihrich Heinz (1990) Essentials of Management, Fifth Edition, McGraw-Hill. Latham, M., (1994), Constructing the team, HMSO, London Oxley, R. And Poskitt, J. (2007) Management Techniques Applied to the Construction Industry, 5th Ed, Oxford: Blackwell Publishing Ltd. Winch, G.M. (2008). Managing Construction Projects, Oxford: Blackwell Publishing Ltd. Websites Figure 1 taken from Beta Codex Network (2008) The Way People Are [Online] available from http://www.betacodex.org/de/node/508 [Accessed February 2014] Figure 2 taken from Maslows hierarchy of needs [Online] available from [http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs [Accessed February 2014] S150-943

Challenges for Advertising Agencies by New Delivery Systems

Challenges for Advertising Agencies by New Delivery Systems Maphosa  Mokone Title of essay or assignment: WHAT HAS BEEN THE CHALLENGE POSED FOR ADVERTISING AGENCIES BY NEW MEDIA AND DELIVERY SYSTEMS? This essay will firstly give a brief overview of the beginning of advertising agencies followed by a brief outline of the role of these advertising agencies. This will be followed by a discussion of about new media and its functions. The challenges that new media and delivery systems have posed for advertising agencies will be discussed and finally a conclusion. Overview of the beginning of advertising agencies will be discussed followed by a brief outline of the role of advertising agencies. Advertising agencies first became prominent in the late 1800s with a rising demand for advertising services from magazines and newspapers (Reference). The first known and acknowledged advertising agency was William Taylor from as early as 1786 followed by another prominent one in 1800 which was started by James Jem White at Fleet Street in London. Agencies started in America in 1850 which placed client produced advertisements in newspapers (Reference). Agencies started operating on a global scale during the early twentieth century. One of the currently well-known advertising agencies that started in the 1850s is James Walter Thompson (JWT) (Reference). JWT first joined Carlton and Smith Agency; eventually purchasing the advertising firm in 1877 and renamed it JWT. Inorder to be to make the agency successful, JWT hired artists and writers; forming the first known Creative Department in any advertising agency. JWT was also the first agency to develop and leave a global footprint (Refer ence). Since then, several other agencies have been created. Whilst some have survived through adapting to current global technological changes, some have folded as a result of depleting advertising budgets. This will be discussed further within the essay. Christian, (2014) asserts that advertising agencies usually operate independently from their clients and sometimes handle overall marketing and branding strategies and sales promotions for its clients. Businesses have for many years been reliant on advertising agencies which use advertising platforms such as television, newspapers, radio and magazines. Advertising agencies are services centred on advertising businesses. According to Hackley, (2010), advertising agencies create, plan and handle advertising for its customers. Advertising agencies may sometimes include marketing and undertake other promotional work for its clients (Hackley, 2010); and can sometimes also handle overall marketing and branding strategies and sales promotions for customers depending on the customers needs (Hackley, 2010). In the beginning, advertising agencies did not create advertisements but simply brokered advertising space in magazines and newspapers. Advertising agencies have overtime added creative se rvices to increase revenue. Their main role is to work with clients to develop advertising campaigns. They are staffed by copywriters, art directors, and media planners who create and place advertisements in what they deem as appropriate media for target audiences. Advertising agencies work within a companys advertising budget. What is New Media and its functions Advertising is becoming increasingly refined due to the introduction of new media. Chun and Keenan, (2006. Eds) refer to New media as products and services that provide information using various forms of electronic communication accessible the use of computer technology; it generally describes content that can is available on-demand through the Internet. New media enables people to view any content on various devices such as computers, laptops, tablets etcetera. This provides people with a way to immediately interact with the content and also enables people to share a lot of content online within a short space of time; this can be social networks or work related content with co-workers. Heath and Bryant, (2000) state that the introduction of new media has posed challenges to traditional advertising agencies due to the growth of the Internet and mobile technologies. Lewis, (2010) concurs by suggesting that the introduction of new media has had significant implications for advertising industry as new media has become the preferred platform of advertising thereby usurping business from advertising agencies. Dewdney and Ride, (2006) state that one of the key features of new and emerging media technologies which are now being used to advertise are often portable and have the capability to reach a wider audience within a very short space of time. New media advertising is mainly cost effective as most of the advertising platforms are free; this is not the case with old media which has always been used by advertising agencies (Lindgren cited in Galloway, 2005). New media advertising has the ability to promote visual marketing which is appealing to the consumer as compared to old media advertising which mostly in print form; and also enables content delivery on demand by consumers depending on the target audience (Las Vegas Review Journal, 2016). New media enables clients to develop blogs or webpages that provide up-to-date information on their products or services within seconds whereas advertising media have to plan in advance and schedule release of information following availability and purchase of advertising space. Within new media delivery systems, customers can subscribe to news feeds by receiving alerts to sales or company events directly to their electronic gadgets (reference). Companies with an online presence can also advertise their business on other popular websites to direct unique visitors to their companys webpage or use influencers to draw business towards their products. Whilst advertising agencies can also use influencers , it takes longer for advertisements to be seen on print media.In addition, new media has the ability and capacity to facilitate person-to-person communication through the availability of multimedia messaging through MMS, text messaging, SMS, emailing, SMS, online chatting and instant messaging, online forums and blogging within a short space of time; whereas old media used by advertising agencies is usually more of story -telling and rarely delivers specific calls to action (Streten, 2013). Advertising agencies use a one way form of communication whereas new media offers a two way communication with target audiences hence businesses now rely more on new media as it is easy to reach prospective new clients (Hausman, 2012) (Owen, 1999). This poses a massive challenge to advertising agencies as the amount of time taken to reach the same number of prospective clients will be much more. New media has brought about change to service provision in areas as diverse as dating, delivery of hi gher education courses and how people do their banking and the advantage is that this can be set for specific target audiences and therefore most companies will prefer this type of advertising as the target audience will be reached faster in comparison to traditional advertising; for example, when advertising adult content on television, this can only be advertised after watershed times and by then, some of the target audiences will not be watching or might miss the adverts (Bennet, 2003). Advertising agencies have been known to work as a link between smaller businesses which cannot often afford personal marketing teams and therefore companies, especially smaller ones turn to new advertising platforms as these are usually free (Inc.com, 2016). Advertising agencies have for many years focused predominantly on traditional media advertising, alongside television media (Brooks, 2012). However, new media has dramatically changed the role that print advertising plays in an agencys overall strategy and therefore advertising agencies have to now determine the new role for print, if any leading to the agencys further predicament. New media enables advertisers to quantify the increased revenue to clients which is a challenge to advertising agencies as their revenues cannot be accurately quantifiable (Hausman, 2012). New media, for example, Instagram, has the provision for advertisers with business insights, to understand their followers and clients engagement with the advertisin g campaigns (Instagram Business Tools, 2016) whereas advertising agencies do not have this provision especially if advertising on print media. Advertising agencies will need to master brand advertising and marketing and so as to be able to quantify the increased revenue to clients. In addition, agencies will need to work to focus more on the customer than its client inorder to somehow match new media delivery systems. This is likely to be costly for the agency as they need to train staff and change the rest of their planned advertisements (Reference) The challenges that new media and delivery systems have posed for advertising agencies New media has dramatically changed how advertising works and are continuously presenting several challenges for advertising agencies. Some of the hurdles encountered by advertising agencies include using new media and delivery systems media to deliver financial outcomes for clients, and they effectively integrate new media delivery systems such as Facebook, Instagram and twitter into inclusive campaigns and use these to convince clients that experts in social media can effectively deliver better results than doing so in person. Willott, (2011) suggest that changes in both technological and consumer behaviour have led to significant implications for the advertising industry. He argues that new media has given rise to the need to revisit advertising strategies and to the development of new ways of customer engagement for marketers during the communication process. Deuze, (2005) states that whilst engaging customers in advertising activities, new media has forced agencies to rethink new creative possibilities therefore creating challenges for adverting agencies as they have been used to a certain way of advertising which has always suited their business without taking the consumer into much consideration (2007). Therefore, it in this sense that new media has created both opportunities and challenges to advertising agencies and practitioners as they need to rise to the challenge of new media delivery systems by working in a way that will surpass or match or new media advertising. Falls (2009) suggests that advertising agencies are trying to figure out social media and if they want to continue to offer various marketing services to clients, then it is important to evolve and embrace some tenets of new media and adjust advertising strategies. He indicates that some agencies are adjusting by hiring smart new media thinkers; however there are still many that still operate in the same way they did before the introduction of media which has taken over the world of adverting. Falls, (2010) further states that many ad agencies have not yet figured out Interactive advertising; for example, Web 1.0 followed by Web 2.0 and many agencies and their respective creatives (art directors, copywriters, designers) and clients services teams are still not trained to think digitally. He argues that the problem is that there is a culture clash between advertising agencies and new media advertising and the issues can be said to both philosophical and tactical. (Kaplan and Haenlein, 2010). Philosophically, Falls, (2010) suggest that advertising agencies use a one-way communication system aimed at large groups of customers as compared to new media delivery systems which offer a two-way communication system; this requires listening and speaking. He further argues that new media can be deemed a multiple-way communication system as brands can speak and listen to customers and also observe or watch whilst other customers communicate with each other. Agencies creatives and strategic planners have to try and include similar communication systems however this will take a long time to achieve and can be costly as they have to either engage staff that are familiar with new media or train their existing staff on how new media works which may not be cost effective (Kaplan and Haenlein, 2010). It can be argued that new media delivery systems are customer focussed as it offers value for money to customers whereas advertising agencies are more business focussed and do not of fer to build a relationship with the customer (Coghlan, W. 2007). Therefore, philosophically, it can be argued that agency creative staff are being asked to all of a sudden master and undertake new methods of advertising and communicating which is in contrast to everything they have learnt in their careers. This has a direct impact on agencies as it directly impacts staff morale and can be counter effective. Looking at the issues from a tactical view, Falls, (2010) states that advertising creatives have always primarily focussed on traditional media and therefore are not wed savvy. For most of the employees, during the traditional advertising era, there were technological or electronic designing classes. Advertising was more art focussed which means the agency directors and designers were and still are more art focussed than technological. Traditional advertising is more linked to storytelling whereas web savvy specialists emanate from a technological era hence are experienced at in teractive or digital communication and work production. Falls, (2010) further states within advertising agencies, creative teams usually brainstorm to create their advertisements and are usually not part of the creative process and told what to input in their creative pieces by someone who makes the decision whereas those from the new media era are part of the creative process and therefore become part of the decision making process. (Reference). In addition, new media revolves around content creation, however, advertising agencies are incapable and ill prepared to create and produce the volume and type of content necessary for delivery systems such as Facebook, blogs, YouTube, Instagram and twitter, to name a few. New media on the other hand produces immediate quick conversational and responsive content whereas advertising agencies have to proof read several times and given the go ahead to publish. Advertising agencies buy advertising space and place advertisements for their clients and this is for a certain period of time however in new media, any posts last as long as the user likes and therefore are available to be viewed by more people generating possible new clientele (Reference). This has resulted in advertising agencies realising massive plummeting revenue figures. Due to advertising revenue falling due to plummeting readership and circulation, agencies have been forced to let some of its staff go which has endangered the quality of the newspapers and worsened the situation for advertising agencies (Currah, 2009a). Staff turnover has had a huge impact on advertising agencies due to loss of jobs due to most work which was manually done in old media being done technologically/electronically. Gregory, (2012)s research into how new media was impacting on advertising agencies indicates in the recent global recession in addition to new media appears to have left a massive impa ct on advertising agencies and their employees. Gregory, (2012) states several agencies had to downsize or lay off most of their employees while other employees moved to different industries because they were unsure about their jobs. Learmont, (2008), reports that according to a web based advertising agency media analysis of US Department of Labour employment statistics and news reports, advertising agencies in the United States shed more than 30,000 jobs in 2008 inorder to remain viable. However, in shedding these jobs, the agencies are likely to encounter further challenges as the laid off staff have the knowledge of how advertising works and therefore can get together and start their own competitive agencies that utilise new media and therefore pose more challenges as their customers will follow them in top their new businesses as they will already have a working partnership. These changes resulted in high turnover at other competing corporations; therefore, this weakened client ties to advertising agencies as most employees that individual clients had developed working relationships with had left the advertising agencies and therefore took their businesses elsewhere. Clients were unsure if these advertising agencies would continue trading which could negatively impact their businesses if the agencies went out of business (Gregory, 2012). Advertising agencies need to have consistent and trusting relationships with their afloat otherwise a non-consistent relationship makes it easier for clients to take their business elsewhere. Inorder to overcome McCabe, (2012 in Gregory, 2012) states that à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. its difficult to maintain consistent creative approaches and media buying strategies when writers, art directors and media buyers dont remain agency employees beyond one airing of an advertising campaign, This mainly results from low sta ff turnover following agencies retrenching staff go due to low clientele leading to agencies losing their income base. Most business that was traditionally handled by advertising agencies has now mostly been taken over by new media advertising. Business owners appear to prefer this type of advertising as they argue that whilst there are certain challenges in using new media for business advertisements, these are outweighed by the opportunities in terms of cost, longevity of displayed advertisements, reaching target audience on a wide scale (e-marketer, 2016): for example, advertising on Facebook also advertises on Instagram meaning you place one advert on one delivery system and it appears on other delivery systems using Instagrams hashtag system. Due to the hours people spend on their mobile phones, emails and browsing social networks, a little time is now spent reading newspapers and magazines and usually by the older generation who still prefer traditional media advertising, advertising agencies that have remained afloat have had to completely change the way. Most customers would like to skip commercial and therefore prefer to use new media delivery systems which enables them to skip commercials and view whatever interests them. Epstein, (2015) states that advertising agencies and brand advertisers are still focussing on the short slots they that traditional media has used since the inception of traditional advertising because this is what they have always known and been good at. However, due to their reluctance to adapt to the changes brought by new media, the agencies are failing to reach their target audiences as the audiences have now been swept away by the new media and service delivery systems (Choi, (2011). Therefore , it can be argued that despite these changes and challenges being encountered by agencies, they are still inept to adapt to the changes that are ruining agency efficacy. Advertising agencies have become rigid to the ways to they practice such that they have been increasingly slow to adapt to the new media ways of practice (Haughteling, 2015) This could be a result of the way advertisements have been formulated in the past and because they have over the years successfully operated in this way, agencies do not see the need to adapt and evolve to the advertising trends brought about by new media and delivery systems. Haughteling, (2015) suggests that the big successful advertising agencies such as Omnicom, IPG[1], Saatchi and Saatchi and WPP to name a few, have adapted and focussed more upon its digital functions and in so doing, shuffled their teams to suit current trends and laid off excess staff and hired already qualified personnel who are adept in using new media. However, with a ll the changes the agencies have undergone, these have not altered the fundamental threats faced by advertising agencies in this era of rapid technological change resulting from the excellence of new media (Beeching and Wood, 2007). If agencies are ill-equipped to handle the demands of digital media, new partners who are ready to rise upto the challenge will continue to usurp business from the agencies and additional challenges will be realised by agencies and affect their efforts of trying to remain afloat and in competition. In addition, brands can directly partner digital influencers who have hordes of new media followers and play an important role in matching brands, manufacturers and clients as they help to coordinate broader campaigns (Benkler, 2006). Whilst advertising agencies place advertisements that aims to reach a wider group of customers, new media involves individually tailored person to person marketing (Hausman, 2012). New media uses targeting tools which enables advertisers to pay only for advertisements that they feel prospective clients who might be interested in the advertised products (Allen, 2015). Magazine advertising campaigns are commonly produced beforehand and are usually scheduled for months which does not satisfy the consumers need for new content on a regular basis (Hausman, 2012). New media on the other hand produces and immediately issues out regular new content on a regular basis. In addition, OGuinn et al., (2012) state that advertising agencies have periodical subscription fees as compared to new media which is mostly free or cheaper which results in new media having the urge over advertisements placed by advertising agencies. Therefore, this poses several challenges for advertising agencies as they lo se regular and prospective clientele to new media platforms which offers them much more for less payments. In addition to the above, advertising agencies do not completely. Conclusion In conclusion, it is apparent that the rise of new media has posed challenges for advertising agencies in that major changes have been realised within the advertising industry as a whole and to the role of advertising agencies in particular. Coghlan, W. (2007) states that advertising agencies work as a link between clients and consumers however the speed with which new media delivery systems avails new content on various platforms cannot be matched by platforms used by advertising agencies. New media continues to lead in the advertising setting and research shows that it still has a capability to gain further momentum with the next few years as more and more delivery systems are being introduced which appear to be favoured by both the customers and clients (Reference). New media advertising has opened a whole new wide world of opportunities for clients as more and more customers are engaging well with new media. Digital media use is global and is increasingly overtaking agencies time spent watching TV and reading newspapers in on the decline. Internet use now accounts for double the time spent using traditional media (Meeker 2015). New media is getting stronger; for example, Instagram, one of the new media delivery systems is expected to reach at least $3.8 billion business by 2020 (DOnfro, 2016). In contrast, advertising agencies are having to lay off staff due to a decline in clientele and moreso their advertising budget is increasingly decreasing due to a decline in their profit margins. References Andreasen, A.R. (2002). Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy Marketing.Vol. 21 (I) pp. 3-13 Deuze, M. (2010). Managing Media Work. Business Economics. SAGE Publications. London Fox, S. 1985. Making of Modern Advertising. New York Joseph, T. (2007). Breaking Up America: Advertisers and the New Media World. University of Chicago Press. Chicago. 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