Creating Web-Based Instructional Materials Essay

INTRODUCTION   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The World Wide Web (WWW) is changing the way we learn and the way we teach. Teaching has embraced the innovative ways that WWW can offer to users. WWW allows dynamic and interactive ways of teaching things which are impossible on printed materials. There are on-line courses, on-line tutorials and virtual classrooms. The key to the success of these teaching institutions that proliferated in the web are the effective instructional materials. WBT is media-rich training fully capable of evaluation, adaptation, and remediation that can provide the available tools to organize and deliver content into well-crafted teaching systems (Tobin & Kesselman, 1999). PURPOSE   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The purpose of this document is to create a general guideline in creating web based instruction materials. The document will take into consideration the methods that are familiar to the author. GUIDELINES General Steps The general steps in making web-based instructional materials consist of the following (Clay, Harlan & Swanson, 1997): Determining the core competencies to be included the instructional material Determine the contents of the instructional material based on the core competencies selected. Deciding the method or strategy used to convey to the users the ideas presented. Developing the instructional material as a word processed document, an audio or a video material. Mounting or uploading the material into the web Providing the feedback portal for users Beta Testing Final Modification based on feedback, retest and release Determining the core competencies The very first step is deciding the target core competencies for this instruction material. For example, this instruction material may be intended to teach Basic Algebra, Earth Science or Differential Calculus. This will serve as the goal of the web-based instruction material. The intent of the web-based instruction material is to transfer the core competencies from the instruction material to the user. Brainstorming and visiting existing web based instructional materials are good ways of finding the core competencies. Determining the content   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   After the core competency has been decided, the next step is to produce a structured content. The content should start from the basic principles of the core competencies towards the complicated areas. The structure therefore should be laid out in such a way that it will start from the least difficult to understand to the most difficult to understand. The content formatting should also take into account that the pre-requisite topics should be place ahead. This means that for the contents that is needed to understand another set of content, should be placed ahead. Deciding the method or strategy The method of presentation should be planned before proceeding to the actual development of the material. The method should be based on the target audience of the instructional material. It should be based on the comprehension level of the audience. Novice audience should be given methods that are easy to comprehend such as more images than words. Expert audiences may be presented with more literals than images to maximize the amount of information. Interactive items such as graphs made using either Flash or Java applet technologies should also be considered to convey the relationship between varying variables which can controlled by the user or audience. Developing the Instructional Material The development of the instructional material shall be done in the software that handles editing of html files or more complex file formats. HyperText Markup Language (HTML) and Cascading Style Sheets (CSS) are the format of choice as opposed to adobe printable document format (PDF) or word document format. HTML would be more flexible to incorporate interactive objects such as Java applets or Flash Animations. It is the fastest in terms of page loading in the web. The presentation editor software may consist of the following: Microsoft FrontPage Microsoft Word with the proper HTML conversion plugIns HTMLkit Macromedia Flash Adobe Photoshop Other HTML editors and there a thousand available free software in the web At the start, images, interactive applets, video clips, audio clips, or animated gifs shall be prepared ahead using the appropriate software. Graphics should help to convey information and not just be decorative; each page should have a clear title and includes headers and footers (Tobin & Kesselman, 1999). Pictures can be scanned using a scanner to convert into images in jpg, gif, png or bmp format. The other alternative is to take pictures directly using digital cameras. Video clips can be created using digital cameras with video streaming, or using other digital video recorders. Images can be edited using either paint, Microsoft photo editor or more complex image editing tools such as Adobe Photoshop. Interactive applets can be generated using Java Development Kit which can be freely downloaded from the web. In order to be able to run java applets the user PC should have Java Runtime Environment to run java applets, again this can be downloaded for free from the web. Video clips can be prepared using Windows Movie Maker. Animated gifs can be prepared using a number of software free or commercial. These are then integrated into the html file using an html document editor such Microsoft Front Page or HTMLKit. We also need the appropriate sound card and speakers to listen to the audio materials included in the presentation.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A summary of all the hardware needed to create instructional materials mentioned above are listed below: PC with Linux or Windows Operating System Scanner to digitize printed pictures and images Digital Camera Digital Video recorders Printers Flash Disk or Pen Drives Sound Card and Speaker Mounting the Material into the Web   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The html files can then be uploaded into the website using either ftp upload or simply using the available upload managers normally provided by web hosting companies. Documents can be linked directly to the directories of the linking page. One of the main aspects when mounting materials into the web is to keep material size to minimum. This would help in the uploading process and also in the loading process of the users. We had to think in terms of kilobyte file sizes, not megabytes because delivery over the Web is too slow to expect users to wait around at your web site for large graphics to appear on their screens (Clay, Harlan & Swanson, 1997). This is because we have to consider that there are still a number of users who are using modems as slow as 28.8 kbps. Providing Feedback Portals   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Feedback portals, or any form or method that would allow users to provide feedback is a very important part of a web-based instruction material. This will provide an easy way to evaluate, test or improve using feedback from users. Beta Testing   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In any form of development, testing is always an integral part. By going through all the possible paths of the web-based instruction material and testing every possible path is essential to insure proper operation of the instruction material. This may also include testing on various web browser tools. Different web browser tools may cause some degree of difference in the presentation of html files. This step also includes proofreading of the entire material. Any bugs, errors or unwanted features shall be recorder for modification or correction. Final Modification based on Testing, Retest and Release After the beta testing, the errors shall be corrected and retested until no errors persist. Finally, it shall then be released with a proper version control. References    Clay, S. Harlan, S. and Swanson, J. (1997). Continuing Web Education. Retrieved from the USCB Library website: http://www.library.ucsb.edu/universe/clay.html, on January 16, 2007 Tobin, T. and Kesselman, M, (1999). Quantitative and Qualitative Approaches to Research. Retrieved from the International Federation of Library Associations and Institutions website: http://www.ifla.org/IV/ifla65/papers/102-163e.htm   January 17, 2007   

Compensation and Benefits Strategies Essay

A strategic plan for employee compensation determines how much you want to pay employees and what type of employees you want to attract. Your compensation plan entails a variety of aspects including pay scales, reward programs, benefits packages and company perks. A successful strategic compensation plan allows your business to compete in the market for the best employees in your industry (Lister, 2013). In order for this medium sized construction business to structure itself and be market competitive then research around benefits, compensation, merits, and the laws related to benefits and pay programs needs to be conducted. The success of the business will rely on the research put into it. Construction Market Evaluation When looking at the relevant labor markets the task was difficult due to the slowing and sluggish construction economy from 2007 to 2012. Demand in this industry depends heavily on the health of the economy. A midsize company’s profitability and efficient operations require the skills of experienced employees you will be able to work efficiently with available resources because they will not have the advantage of larger commercial construction companies with multiple projects simultaneously in various types of construction. The company’s annual net revenue is $10,000,000 and will need to use their resources wisely to attract and retain talent in the present market and in future expanded markets. When researching labor markets according to (Cascio, 2013), â€Å"This can often be a complex task because employers must pay attention not only to labor markets but also to product markets (e.g., level of demand and degree of competition). Pay practices must be designed not only to attract and retain employees but also to ensure that labor costs (as part of the overall costs of production) do not become excessive in relation to those of competing employers.† The job surveyed for this market evaluation was Corporate Construction Manager on a  national level for companies with 800 to 3,000 employees. The present workforce in this midsized business is 650 employees and they are looking to add over an additional 20% to the current workforce or an additional 130 employees. The company wants to be comparable to other commercial construction businesses as they expand in Arizona while being conscious of the compensation used currently in Detroit, Michigan. The median annual income for a Corporate Construction Manager in Detroit, Michigan is $104,626.00. The core compensation package is based on averages, not personal factors and will be different from those in Arizona. Here is the breakdown of the benefit package for a Corporate Construction Manager in Detroit; Core Compensation Expanding into Arizona, the median annual income for a Corporate Construction Manager is above average at $120,601. Here is a breakdown of what makes up the compensation benefits in Arizona; Core Compensation Median % of Total Base Salary $120,601 65.9% Bonuses $15,405 8.4% Value of Benefits Social Security $9,021 4.9% 401K/403B $5,168 2.8% Disability $952 0.5% Healthcare $6,507 3.6% Pension $8,704 4.8% Time Off $16,739 9.1% Total Compensation $183,099 100% The level of knowledge and skill requires 10-15 years of experience in the industry with a bachelor level degree. According to (Duchon, 2007), â€Å" When construction is booming in a region, and strong able-bodied workers are in short supply, hourly wages can escalate to attract labor from other locations. To attract and retain individuals with appropriate skills/competencies, organizations must be willing to pay competitive rates based on targeted labor markets (local, regional, and national). It’s the law of supply and demand.† Construction and Manufacturing industries are rewarded and paid for prescribed output, project completion, and measured  output. Any bonuses will range according to job level and specific weight based structure. When expanding into Arizona the company will need to consider the total company structure on a national level as they increase headcount and annual revenue. Compensation Structure The use of market pricing to determine wages and salaries is known as market based pay and utilizing this system would be the best practice for a competitive market segment such as construction and contracting. Especially considering the expansion to another region. According to WageWatch, â€Å"committing to a market base pay compensation structure means that employees will be paid at a competitive wage when compared with rates offered to people in similar positions in peer organizations (WageWatch, 2012).† Supply and demand, which rules over the labor market, further drives this approach. A properly designed market based pay system will facilitate companies by controlling compensation costs, enhancing market competitiveness, improving recruitment results, increasing employee morale, and achieving greater internal equity. However, in order establish and inevitably maintain an effective market-based pay system, one needs to know how to successfully match and integrate salary surveys with the company’s data, philosophies and practices. Internal equity is analyzed in a way similar to external market analysis in that the data determines worth relative to benchmarked job titles, but different in that the benchmarks are internally established. Internal benchmarks are particularly useful in evaluating both unique and hybrid job titles for which external benchmarks do not exist. Managing external and internal equity is a dynamic process that requires the organization to stay vigilant on changes in market conditions and business demands. The market based pay approach to compensation gives the influence of the external market on wages precedence over internal equity (WageWatch, 2012). The success of Corporate Construction is contingent on attracting and retaining the best talent needed to efficiently execute the company’s business strategy. Having the right pay structure is at the helm of this. And in recent years organizations have noticed a significant shift with the types of structures that work best. A new study by World at Work and Deloitte, â€Å"2012 Survey of Salary Structure Policies and Practices,† found that market-based salary  structures are the most prevalent type of pay structure in use (64 percent). While traditional and broadband structures are less common today (23 percent and 12 percent respectively). Companies of all sizes in varying industries are understanding the importance of market- competitiveness and are focusing on external equity to attract and retain top talent (Deloitte Consulting, 2012). Total Compensation and Benefit Strategy Performance Incentives and Merit Pay Merit pay, although not covered by the Fair Labor Standards Act (FLSA) is still subject to other regulations and laws, up to and including city, state, regional and federal laws, mandates and regulations. Although not mandated by law, especially in Arizona, merit pay and performance incentives are an excellent way to motivate new and current employees to push for specific short and mid-term goals (Saari & Judge, 2004). In a new work environment, the key to growth is hiring and motivating the right employees. In a construction business, these goals can be broken down between the construction crews, and the support and admin staff. Implementing goals for the construction foremen and/ or project managers, and authorizing them sub-goals and incentive pay for contractors, subcontractors, and crews can give the right incentives for completing on-time, on-target, and within budget construction projects. Merit pay for those who work longer hours up to and including authorized overtime, or who complete safe, timely portions of projects within budget constraints will also boost performance without sacrificing quality. (HRHELP, 2011) Whatever benefits and pay program is chosen several laws must be considered. With the location, size of the organization, and projected revenue and personnel growth in the coming year, the following laws will apply. Remember that this is not an exhaustive or complete list, and there may be updates after the time of publication (Cascio W. F., 2013). The Arizona Employment Protection Act (A.R.S. 23-1501), Arizona Legal  Arizona Worker Act (ALAWA), and The Arizona Civil Rights Act (ACRA) are three of the main Arizona laws in particular that Clapton Commercial Construction must abide by. Any incentive, performance pay and compensation programs must be in concert with these laws. Federal laws, principally those to do with government funded construction projects include the McNamara-O’Hara Service Contract Act, Contract Work Hours and Safety Standards Act (CWHSSA), Copeland â€Å"Anti-Kickback† Act, and Walsh-Healey Public Contracts Act. These laws cover everything from properly instituting overtime pay to ensuring that employees receive the merit pay and other benefits afforded to them in a timely manner. (U.S. Department of Labor) References Arizona Attorney General’s Office. Employment Discrimination: Get the Fact. Phoenix: Arizona Attorney General’s Office. Arizona New Hire Reporting Center. (2009-2013). New Hire Reporting Law. Retrieved 12 07, 2013, from Arizona New Hire Reporting Center: https://az-newhire.com/law Arizona Senate Research Staf. (2007-2008). Arizona Senate Background Brief: Labor Laws. Phoenix: Arizona Senate Research Staff. Bureau of Labor Statistics. (2013, December). http://www.bls.gov/oes/current/oes119021.htm#st. Retrieved from www.bls.gov. Cascio, W. (2013). Managing Human Resources; Productivity,Quality of Work Life, Profits. New York:McGraw-Hill. Deloitte Consulting LLP. (2012). Salary structure policies and procedures. Retrieved from http://www.worldatwork.org/waw/adimLink?id=65885 Duchon, M. (2007, June 1). Compensation; Total Reward Plans that Attrack, Retain, and Motivate.Construction Business Owner . Henderson, R. (2012, January). Employment outlook:2010-2020 -Industry employment and output projections to 2020. Monthly Labor Review , p.65-83. HRHELP. (2011). HR & employment Law Compliance Guide for Arizona Employers. HRHELP. Lister, J. (2013). Strategic Plan for Employee Compensation and Benefits. Retrieved from http://smallbusiness.chron.com/strategic-plan-employee-compensation-benefits-15613.html National Right to Work Legal Defense and Education Foundation, Inc. (2010). Right to Work Laws: Arizona . Retrieved 12 07, 2013, from National Right To Work Legal Defense Foundation:

Discussion question Essay Example | Topics and Well Written Essays - 1250 words

Discussion question - Essay Example Effectiveness will determine the success of organizational performance, but efficiency only contributes to that success and does not play a direct role in performance outcomes. An organization may be extremely efficient and what they do, but if they are not effective then the short term and long-term goals and objectives will not likely be met. It is possible to simultaneously manage effectiveness and efficiency because these two concepts are linked to each other. However, effectiveness should be focused on first because if an organization is not effective then it will not matter how efficient it is. It is up to managers to put ideas into place that can assist in the efficiency of organizational performance. Efficiency can always be improved on later but effectiveness must be put into practice first because it will set the right tone throughout a work organization. Effectiveness concerns the board members and investors because they do not get to see the day to day operations of a bus iness, while efficiency is something that managers must be focused on because that will affect the effectiveness of organizational performance. ... Management theories must always take societal forces into account and also predict future changes in society that will have an effect on the workplace. For example, 100 years ago women were not common in the workplace, especially after they had a child. Because many women choose to pursue a career first instead of starting a family, management practices need to allow for the fact that most women do want to have a baby at some point. By taking this into account, managers can plan for the absence of a female employee, assist them in some way while they take time off, and help to reintegrate them back into the workplace after they have given birth. Another area that has changed over the last few decades is in terms of working hours. Previously most people would work a 9 to 5 job with very little room for flexibility, but nowadays it is commonplace for employees to allow their workers to adjust their working hours based on their own individual needs. New management techniques are a respo nse to these forces because managers are always going to want their workers to be efficient, and changing management techniques are inevitable to make this possible. 3- Based in your experience at work or school, describe some ways in which the principles of scientific management and bureaucracy are still used in organizations. Do you believe these characteristics will ever cease to be a part of organizational life? Discuss I do not really have any personal experiences with principles of scientific management, but I do think that Frederick Taylor's principles are still used through many workplaces and schools today. Although scientific management was first

My Progress as a Writer Personal Statement Example | Topics and Well Written Essays - 750 words

My Progress as a Writer - Personal Statement Example For instance, when I wrote essays such as â€Å"A Self Appreciation: My Personal Stereo† and â€Å"The Hoax in Wal-Mart† that require me to present a discussion in narrative form, I was able express myself more clearly in English. I consulted the dictionary and explored different words to describe myself better. However, if there is one aspect of my writing that needs to be improved, it would be developing my grammar. I find difficulty in making long and complex sentences when I wrote â€Å"File-Sharing† essay, I realized that I needed to incorporate the comments noted; but using these comments were difficult for me since I did not know that how to effectively apply what was specifically required. So what I have to learn and acknowledge as an important part of writing is the skill in editing and revising because I know that when I write, the initial draft will not be immediately perfect. Honestly, I get confused with tenses, especially when I started writing lett ers in reflective essay. With constant practice, I believe that I will improve and build better sentences, as required. Another important point noted is that I know that the flow of my writing is not as smooth as I want it to be. There will be times when transition is difficult for me. That is why the connection of the sentences of the paragraphs is not always as easy; unlike when it is professionally written. In addition, I realized that I need to be more observant of the words I use. For example, upon reviewing my first essay, I recognized that I used the word ‘cost’ in one particular sentence three times: â€Å"It doesn’t cost that costly like the high end branded stereo system, but for a person like me, it didn’t cost any cheap either.† Within the progress of the course, this mistake was eventually prevented and I realized the need to proofread my work during finalization prior to submission. What I like best in some of my writings is the fact t hat I was able to express myself clearly. In fact, the highlight of the reflective essay is that it was composed and thought of entirely by me. Because of this writing assignment, I was able to relate own my experiences and enabled other people to know me better. In the essay, I wrote about my life, friends, and family. I also wrote about my experiences as an international student studying in an English-speaking society. I expressed how all these were able to influence my life now in the United States. In the future, I would like to develop more effective transition of sentences and paragraphs which I still perceive as difficult. I hope that my ideas are good enough that any reader would understand it and identify with it. I believe that my skill in writing English is fair because I work hard to master the language. Based on the comments of my teachers, there are only minor skills to be improved in my writing such as tenses and constructing complex sentences. But when it comes to ex pressing my ideas, I can basically communicate my ideas well in English. In the future I would want to be able to write more scholarly papers. I wish to develop a wider vocabulary and improve my skills in proofreading and editing so that my writing would be continue to be enhanced and that my words would not be redundant.  

Why I want to be a Medical Assistant Essay Example | Topics and Well Written Essays - 500 words

Why I want to be a Medical Assistant - Essay Example One of the major problems in the healthcare industry is the shortage of manpower. At the same time, the number of patients who take shelter in hospitals because of chronic diseases is growing day by day. There are three major reasons which motivated me to select the career in the field of medical assistants: American patients are facing difficulties in communicating properly with foreign hospital staffs, America is losing huge amounts because of outsourcing of clerical and administrative hospital jobs to foreign countries and Medical assistant profession is highly secure and decently paid profession. Most of the people working in American health sector are foreigners. Because of the shortage of Americans in the healthcare industry, patients are facing problems in communicating effectively with the foreigners. It is difficult for an American to communicate effectively with a foreigner, even if the foreigner has some knowledge in English.

Business law essay questions Example | Topics and Well Written Essays - 250 words - 1

Business law questions - Essay Example This instrument is promissory note as Elle unconditionally promise to pay Frank a sum of $ 600 on or before six months from the date of writing the note. Nonetheless, this instrument is not negotiable since for an instrument to be negotiable there must be certain conditions, which should be fulfilled. In this case, the instrument does not have a signature hence it is not negotiable. Drawer of a negotiable instrument other than making unconditional promise to pay should signed in order for the document to be binding. Unfortunately, Elle may later on claim that she never wrote the note since her signature does not appear. It is essential for negotiable instruments to have signature of the drawer. 2. Discount Stores, Inc., borrows $5,000 each from EZ Loan Corporation, First National Bank, and Great Products Corporation. Discount uses its "present inventory and any thereafter acquired" to secure the loans from EZ Loan and First National. EZ Loan perfects its interest on April 1, followed by First National on April 5. Discount buys new inventory on April 10 from Great Products and signs a security agreement, giving Great Products a purchase-money security interest in the new inventory. On the same day, Great Products perfects its interest and notifies EZ Loan and First National. Discount takes possession of the new inventory on April 15. On April 20, Discount defaults on all of the loans. Whose security interest has priority? According to the Personal Property Securities Act 1999, the general rule for priority of financing statement as provided for in Section 66 affirms that any perfected security interest within an agreement has the priority or capability over unperfected security interest of the same collateral that has been used in the agreement. On a different perspective, the same Section 66 provides that the party who was able to perfect it first should determine priority experienced between perfected securities interests within common

Bestseller Lists Assignment Example | Topics and Well Written Essays - 250 words

Bestseller Lists - Assignment Example In the two classes, there is no monopoly of authors in the top 20. More so, authors are either in one category or the other (Rodgers 11). It implies that no author writes in both categories but only specialize in one type. Additionally, there is no monopoly of authors in year 2015 in the combined e-books fiction and print. Every week different books sell at different rates and as such no book is consistently leading the charts. Fiction books involve writing of imaginative narratives. As such, there exist no monopoly of writers between the years 1950 to 1959 (U.S Accounting Office, 15). In most years, different authors appear in the top 10 with only few or none that were present in past years. In the non-fiction category, individual books and authors appear in continuous years. The guide for better homes seems to do good as it looks for large parts between 1950 and 1959. Between the years 1904 and 1909, Barr McCutcheon is an author that is constantly in the top 10 bestsellers (Cader, 16). More so, more authors appear regularly in the list but with different

Manufacturing Planning and Scheduling Techniques Assignment

Manufacturing Planning and Scheduling Techniques - Assignment Example The company also offers value creation solutions by improving productivity and reducing costs of operation through service solutions such as cutting, custom making, and kitting (Top Cable 1). The initial process of manufacturing a conductor is the process of wire-drawing. This process involves the reduction of the diameter of the copper wire slowly to its final diameter. Wire-drawing process increases conductivity and ductility of the communication cables and wires. The copper wires usually arrive at Top Cable from the foundry in huge coils each measuring 5 tonnes. This copper is known as â€Å"wire rod† in technical terms and measures 8 mm. The wire drawing method performed in these wires takes place in two methods: drawing and further reduction or annealing. Top Cable thereafter takes the wires through wiring stage where the engineers make conductors with differing cross-sections. Top Cable takes the copper wires to the next process of insulation. Insulation involves covering of the conductors to ensure that current leakages do not occur. Top Cable uses different insulation materials depending on the features of the communication cable it needs. The company considers heat resistance and insulation capacity to determine the insulation quality, and the quality of the resultant insulated cables. In some communication cables, Top Cable uses high heat resistant insulation materials to allow the wires from the previous stage to transmit a lot of power as compared to other wires that have low heat resistance. Top Cable adds the insulating material by an extrusion process that involves high temperature. This method ensures that no leakages of current occur. Various materials used in insulation include EPR, PVC, and XLPE. Once the insulation process ends, the manufacturing process subjects the insulated cables to voltage tests to make sure that the layers of insulatio n do not have any fault. Phase

Martin Luther and his Theology on Worship in the Church during the Research Paper

Martin Luther and his Theology on Worship in the Church during the Reformation - Research Paper Example â€Å"Luther thought music to be a gift from God and considered it of the highest importance next to the preaching of the Word (i.e., theology)1† . Luther’s theological views on music and his instigation of different methods of worship in the Catholic Church have helped Christians during the reformation era revitalize their faith. Catholicism is  not  compatible with Lutheran’s brand of liturgy because their religious principles are widely distinct. Catholicism embraced superstition. Catholicism’s worship was grounded on tradition, rather than on the Word of God. Catholicism’s worship remained locked in an incomprehensible language to the masses. Catholicism’s liturgy was static, predictable, meaningless and therefore, not spiritually edifying to the congregant. With such doctrines as the Eucharist, purgatory, the worship of relics, indulgences and Latinized readings, the masses were not being fed nourishing spiritual food which would be salvific in nature and lead to their salvation. Catholicism instructed the multitudes in errors, primarily concerned with death, which warped their perceptions of God, causing them to deviate further from the truth. The Eucharist service is one in which Catholic believers are encouraged to equate the presence of the Lord Jesus with the bread and wine of Communion. The Communion celebrates the death of Christ and in Catholicism, congregants observe more emphatically the sacrifice of the Savior without impressing upon the people’s minds the reality of Christ as a risen Lord. The Catechism affirms that Christ Jesus†¦ â€Å"is present .  .  . most  especially in the Eucharistic species†2 Devotion in honor of the dead is another prevailing conviction advocated in Catholicism. The idea was held in wide currency that the dead somehow acquire divine power when called upon can help the living in distress, because of the alleged virtue of now residing in heaven. For t he Catholic service â€Å"another common practice was the worship of relics, or physical objects such as bones or keepsakes of famous saints†3 . Adherents firmly believed that the possession and worship of relics would sanctify them in some manner and improve their opportunities at being saved. The deception was that the relics were in reality the bones of dead animals which the clergy designated as the bones of saints. Another doctrine forwarded by Catholicism was purgatory. In the Catholic liturgy â€Å"through congregational participation the people could effectively work themselves and their deceased loved ones out of purgatory and into heaven †¦such celebrations included requiem masses, vigils, the common week, and All Souls’ Day†4 (Dieter). Purgatory is the teaching that the souls of the dead are in a state of limbo between heaven and hell. To rescue the deceased souls, the faithful were expected to pay large sums of money for extra masses and prayers so that the dead would be redeemed and enter heaven’s gates. Indulgences is another liturgical rite in which â€Å"pieces of parchment were said to possess the power to credit the buyers with the merits of Christ together with the superabundant merits of all the saints† to deliver the beloved dead from perdition in purgatory. These rounds of superstition only confirmed the belief in error and steered the flock from the principles of justification by faith, the word of God and Jesus Christ alone. As a result, the Reformation rose

Role of Universities in Research and Innovation Essay

Role of Universities in Research and Innovation - Essay Example Information on research and innovation is necessary for policymakers so that they may be able to see how they can help the universities to promote their innovation and research in the market. Government support is not enough in most institutions. In most cases, universities collaborate with industries in conducting research. Universities have people, units, and function, which are involved in partnership actions that have an effect on technological and economic development. They do this by licensing and spin-offs. Universities differ in the way they organize their programs or activities so as to foster innovation. Research institutions, majorly in the United States, are more concerned about their societies in the recent past. This is because they represent the inner resources of knowledge in those societies (Amidon, Formica & Mercier-Laurent 2005, p.56). Competency of individuals, knowledge and skills and their application has improved significantly in the economy where these individ uals work. Most countries focus on the development, application, preservation, and discovery of all forms of knowledge and skills. These are the humanistic, scientific, and social knowledge. They therefore assist publicly and privately funded universities. The institutions then appreciate these contributions by appropriately contributing to the development in economy. They enhance knowledge linking activities, which improve technology commercialization, enhance workers’ competency, and assist community and organizational change and increase competency of professionals. He also provide social, economic, and cultural organizational analyses to train and educate individuals and to bring individuals and... This paper stresses that universities are directly involved in state and regional innovation processes in many ways. Development strategy emphasize on improving research institution in low and middle-income perspective and placing them at the inner part of development policies. Commercialization and technology transfer initiatives provides the means in which basic research and its market place meet one another. This is where ideas are converted into products, which then drive the new market and business formation. There are several challenges facing universities that need to be tackled for the institution to remain competitive in knowledge economy. One is to reduce student faculty ratio, this needs a plan on operating funds for new enrollment expansion. This needs expansion of faculties and hiring new staff. Many universities invest financially and politically in the development mechanisms of their firms. This report makes a conclusion that the values, economy, capabilities of a community , competence and orientation of workers must all be transforming and developing continuously across a large range of knowledge, changing technology and global conditions. Research in innovation and technology mobility is on a rising field, and its attractive conditions for learning research attract future academic interests. Efforts to improve long lasting capacity building are under acceleration in almost all growing universities. In conclusion, research and innovation are key aspects of knowledge development.

Application of the Neuman Systems Essay Example for Free

Application of the Neuman Systems Essay With concerns of our day to day living we do not have enough time and budget to be choosy of the type of food or the nutritional value of it, what we think of nowadays is just to have something to satisfy our hunger without considering the nutrients that our body needs each day. When we hear diet nowadays often we see it as losing weight by means of controlling food intake, but the truth is diet could also mean eating nutritious foods to supplement our body’s needs of nutrients and the type of foods that we are going to consume. As statistics report show that in the United States as many as 20% of hospitalized patients are hypokalemic; however, hypokalemia is clinically significant in only about 4-5% of these patients. Severe hypokalemia is relatively uncommon. Up to 14% of outpatients who undergo laboratory testing are found to be mildly hypokalemic .Approximately 80% of patients who are receiving diuretics become hypokalemic. Sex Incidence is equal in males and females. The researcher chose hypokalemia as a topic for a case study in acute adult diseases for the reason that hypokalemia is a fatal disease that is often neglected by the people in the sense that people does not know what the disease is all about. The researcher believes that through studying the whole course of illness, insights and new information can be obtained in dealing with hypokalemia which could help students, nurses and any researcher who would endeavor in the study of hypokalemia Theoretical Framework The researcher aimed to utilize Neuman Systems Model in a client with hypokalemia. This theory holistically developed to meet or complement for the client’s needs the researcher wants to verify and to validate the theory by using it on an acute condition called hypokalemia. The unique focus of the Neuman Systems Model is the wellness of the client/client system in relation to environmental stress and reactions to stress (Fawcett,1995). In relation to its wholistic approach According to the Neuman Systems Model and systemic perspective in general, health and wellness is defined as the coordination or the degree of system stability, that is, the condition in which all parts and subparts (variables) are in balance or harmony with the whole of the client/client system (Neuman,2002) Betty Neuman’s Systems Model is based on concepts related to stress and reaction to stress. The Neuman Systems Model includes the physiological, psychological, sociocultural, developmental, and spiritual variables at all levels of the system (Neuman, 2002). The physiological variable deals with mental relationships and processes. The sociocultural variable deals with those functions of the system that involve social and cultural interactions and expectations. The developmental variable deals with developmental processes and needs that vary as the system matures. The spiritual variable deals with the system’s beliefs and their influence and is, according to Neuman, the least understood despite its importance (Frisch, 2006). Basic Structure consists of common client survival factors, as well as unique individual characteristics. It represents the basic system energy resources (Neuman, 2002). Client/client system a composite of variables (physiological, psychological, sociocultural, developmental, and spiritual), each of which is a subpart of all parts, forms the whole of the client. The client as a system is composed of a core or basic structure of survival factors and surrounding protective concentric rings. The concentric rings are composed of similar factors, yet serve varied and different purposes in either retention, attainment, or maintenance of system stability and integrity or combination of these. The client is considered an open system in total interface with the environment. The client is viewed as a system, and the term can used interchangeably with the client/client system (Neuman, 2002). Content the variables of a person in interaction with the internal and external environment comprise the whole client system (Neuman, 2002) Degree of reaction the degree of reaction is the amount of system instability resulting from stressor invasion of the normal lines of defense. Environment is defined as â€Å"all factors affecting and affected by the system† and is â€Å"all internal and external factors or influences surrounding the identified client or client system†. Neuman has identified three relevant environments. The internal environment â€Å" consists of all forces or interactive influences internal to or contained solely within the boundaries of the defined client/client system†. The external environment â€Å" consists of all forces or interactive influences external to or existing outside the defined client/client system† and is interpersonal and extrapersonal in nature(Neuman, 2002). Feedback the process within which matter, energy, and information, as system output, provide feedback for corrective action to change, enhance or stabilize the system. Flexible lines of defense is a protective buffer for the client’s normal or a stable state. Ideally, it prevents invasion of stressors and keeps the client system free from stressor reactions or symptomatology (Fawcett, 1995). Goal the system goal is stability for the purpose of client survival and optimal wellness. Health a continuum of wellness to illness, dynamic in nature, that is constantly subject to change. Optimal wellness or stability indicates that total system needs are being met. A reduced state of wellness is the result of unmet needs. The client is in a dynamic state either wellness or illness, in varying degrees, at any point in time. Input/Output the matter, energy, and information exchanged between client and environment that is entering or leaving the system at any point in time. Lines of resistance contain certain known and unknown internal and external resource factors that support the client’s basic structure and normal defense line thus protecting system integrity. An example is the body’s mobilization of white blood cells or activation of immune system mechanisms. Effectiveness of the lines of resistance in reversing the reaction to stressors allows the system to reconstitute; ineffectiveness leads to energy depletion (Neuman, 2002). Normal line of defense is the solid boundary line that encircles the broken internal lines of resistance. This line represents what the client has become, the state to which the client has evolved over time, or the usual wellness level. The normal defense line is a standard against any deviancy from the usual wellness state can be determined (Neuman, 2002). Prevention as intervention typology or modes for nursing action and determinants for entry of both client and nurse into the health care system. Primary prevention: before a reaction to stressors occurs. Secondary prevention: treatment of symptoms following a reaction to stressors Tertiary prevention: maintenance of optimal wellness following treatment. Reconstitution represents the return and maintenance of system stability, following treatment of stressor reaction, which may result in higher or lower level of wellness than previously. Stability a state of balance or harmony requiring energy exchanges as the client adequately copes with stressors to retain, attain, or maintain an optimal level of health, thus preserving system integrity. Stressors are environmental factors, intra-, inter-, extrapersonal factor in nature that have potential for disrupting system stability. A stress is any phenomenon that might penetrate both the flexible and normal lines of defense, resulting in either positive or negative outcome (Neuman, 2002). Intrapersonal stressors are within the internal environment of the client/client system and include such forces as conditioned and autoimmune responses. Interpersonal stressors are in the external environment. They occur at the boundary between the client/client system and the proximal external environment an include such forces as role expectations and communication patterns. Extrapersonal stressors also are in the external environment. They occur at the boundary of the client/client system and the distal external environment and include such forces as financial concerns or social policies (Fawcett, 1995). Wellness/Illness wellness is the condition in which all system parts and subparts are in harmony with the whole system of the client. Wholeness is based on interrelationships of variables, which determine the amount of resistance an individual has to any stressor. Illness indicates disharmony among the parts and subparts of the client system. Wholistic a system is considered wholistic when any parts or subparts can be organized into an interrelating whole. Wholistic organization is one of keeping parts whole or stable in their intimate relationships; individuals are viewed as wholes whose component parts are in dynamic interdependent interaction. Research Design The researcher in this study utilized the case study method. The case study design involves an intensive exploration of a single unit of study, such as a person, very small number of subjects, family, group, community, or institution ( Burns Grove, 2003). Research locale The study was conducted in Cebu City Medical Center located at N. Bacalso Avenue,Cebu City. Cebu City Medical Center (CCMC) is a 300 bed capacity government hospital that caters all residents of Cebu City. The client was admitted at the stroke ward, third floor which accommodates clients with physical complaints, classified under Internal Medicine (IM) as cardiovascular problems. It is a 10 bed capacity ward which caters patients admitted with cardiovascular problems. Research Instrument The researcher utilized Gordons functional health pattern as a research instrument which is categorized in 11 domains namely health perception management pattern which explains of what the client perceives in her condition, nutritional-metabolic pattern explains for the diet of the client and regarding food groups and the number of servings per day, elimination pattern pertains to urinary and bowel patterns, exercise- activity pattern points out to the activities of daily living of the client which also includes exercise, sleep-rest pattern defines the number of hours the client sleeps or on what time of the day the client takes his rest/ either its continuous or disturbed, cognitive perceptual pattern refers to the level of cognitive maturation of the client, self-perception pattern means on how the client perceives or sees herself, role-relationship pattern explains the role of the client in her family and society, sexuality-sexual functioning this domain explains if the client is sexually active or not and the number and age gap of the children the client has, coping-stress management pattern means on how the client would react to stress and what would the client do to resolve it , and values-belief system identifies the belief or religion of the client and their religious practices. Data gathering procedure A transmittal letter was sent to the chief nurse of cebu city medical center. The researcher chose a client which had an acute condition to be interviewed, prior to the interview the researcher explained to the client the purpose and the goals of the interview, wherein the client agreed with her full consent and understanding. The researcher conducted a chart review of the client followed by doing a physical assessment and did an interview utilizing Gordon’s Health pattern tool. Chapter 2 Results and Discussion This chapter presents an appraisal utilizing the Neuman Systems Model in assessing and dealing with clients with hypokalemia. Situational Appraisal The client is a 38-year old female, which currently resides at baranggay ylaya talamban Cebu City. She was born on march 10, 1975, she is a Roman Catholic by faith and is the youngest amongst two daughters of the second family her father had, and is now an orphan and a widow. She perceives her current condition as a payment for her sins, the client’s sister said that the client had times where she had epilepsy and sometimes with seizures but it disappeared later in time .She is currently unemployed and only works as an extra even though she had an unstable source of income she still managed to eat 3 times daily but with limitation of food intake vegetable is the main food source that they can afford and is only in a single food group drinks water depending on her needs or if she is thirsty. Elimination pattern is on a daily basis or depending upon the urge. Her daily activity includes waking up, sleeping, and goes to work which is considered as sedentary. Sleep and rest patterns are altered she sleeps 6-9 hours daily but is interrupted she wakes up at night and has difficulties in falling back to sleep. The client was a third year high school level but it was not a hindrance to her to find a job. The client views herself as helpless and hopeless at some times due to her illness. She was the youngest daughter she sought all the attention of her parents but she did not rely on them she worked hard to be employed and she found a job as a factory worker her elder sister was had a child and which she also loved as her own, and later was married. She was married but never had a child but she acted as a mother to her sister’s son, in her current state she has no partner in life and is not sexually active for her living a single life free of obligations is fine, following by the loss of both her parents she was on depressed and drowned herself in her work just to get over following her loss, it was also aggravated when her husband died in an accident which she had the hard time to accept and was depressed which made her let go of her job, the most depressed moment of her life where she resorted to the use of prohibited drugs happened when her nephew died it was the most painful loss for her because she treated her nephew as her own son. The only family member that is left with her is her elder sister all of her siblings on her father’s first family is not close to them. The client believed that her present condition is a punishment to her since she forgot her obligations in the church and thought being a creditor is a sin and she is paying for it. Theory-Based Assessment Physiological loss of system stability demonstrated in muscle weakness as seen in difficulty in breathing and inability to ambulate Psychological loss of system stability demonstrated in feelings of uselessness and helplessness Sociocultural loss of system stability seen in lack of financial support upon hospitalization and relative support Developmental loss of system stability seen in unemployment, dependence, and a decrease in competency in current age bracket. Spiritual loss of system stability in feelings of uselessness Psychopathophysiology The first is deficient intake. Poor potassium intake alone is an uncommon cause of hypokalemia but occasionally can be seen in very elderly individuals unable to cook for themselves or unable to chew or swallow well. Over time, such individuals can accumulate a significant potassium deficit. Another clinical situation where hypokalemia may occur due to poor intake is in patients receiving total parenteral nutrition (TPN), where potassium supplementation may be inadequate for a prolonged period of time. The second is increased excretion. Increased excretion of potassium, especially coupled with poor intake, is the most common cause of hypokalemia. The most common mechanisms leading to increased renal potassium losses include enhanced sodium delivery to the collecting duct, as with diuretics; mineralocorticoid excess, as with primary or secondary hyperaldosteronism; or increased urine flow, as with an osmotic diuresis. Gastrointestinal losses, most commonly from diarrhea, also are common causes of hypokalemia. Vomiting is a common cause of hypokalemia, but the pathogenesis of the hypokalemia is complex. Gastric fluid itself contains little potassium, approximately 10 mEq/L. However, vomiting produces volume depletion and metabolic alkalosis. These 2 processes are accompanied by increased renal potassium excretion. Volume depletion leads to secondary hyperaldosteronism, which, in turn, leads to enhanced cortical collecting tubule secretion of potassium in response to enhanced sodium reabsorption. Metabolic alkalosis also increases collecting tubule potassium secretion due to the decreased availability of hydrogen ions for secretion in response to sodium reabsorption. The third is due to a shift from extracellular to intracellular space. This pathogenetic mechanism also often accompanies increased excretion, leading to a potentiation of the hypokalemic effect of excessive loss. Intracellular shifts of potassium often are episodic and frequently are self-limited, for example, with acute insulin therapy for hyperglycemia. Regardless of the cause, hypokalemia produces similar signs and symptoms. Because potassium is overwhelmingly an intracellular cation and because a variety of factors can regulate the actual serum potassium concentration, an individual can incur very substantial potassium losses without exhibiting frank hypokalemia. Conversely, hypokalemia does not always reflect a true deficit in total body potassium stores. Variance from wellness| Nursing intervention| Reconstitution| Weak extremitiesSubjective cues: â€Å"dili nako malihok ako mga tiil† as verbalized by the client.Objective cues: * Client lying on bed * Foot plantar flexed. * Weak muscle strength and low muscle tone on extremities.Difficulty in breathingSubjective cues: â€Å" usahay mag lisod ko ug ginhawa† as verbalized by the clientObjective cues: * Enlarged chest cavity. * Use of accessory muscles in breathing * Fast deep breaths * Presence of nasal prongs at the bedside.Risks for muscle atrophy and foot droppingSubjective cues: mura ug ning gamay akong mga bati-is† as verbalized by the client.Objective cues: * Client is lying on bed * Foot plantar flexed * Immobility of the lower extremities * No presence of foot board * No ROM exercises done.| * Promote ROM exercises to prevent muscle atrophy on the affected limb * Provide foot board to support the foot and avoid plantarflexion which causes foot drop. * Encourage the client to eat a balanced diet paired with bananas for potassium replacement * Administer medications as prescribed * Monitor the client for any complications * Position the client on semi-fowlers position. * Instruct client to do abdominal breathing or pursed lip breathing. * Monitor for signs of hypoxia * Administer oxygen prn as prescribed. * Promote ROM exercises. * Provide foot board. * Encourage the S.O. to do sponge bathing to promote circulation. * Encourage the client to move the and exercise the toes of the feet.| Goal: demonstrated techniques and lifestyle changes to meet physiologic needs.Reconstitution: lines of resistance building.Goal: promoted techniques and exercises to meet physiologic needsReconstitution: lines of resistance buildingGoal: promoted techniques and exercises to prevent the occurrence of physiologic problemsReconstitution: lines of resistance building and strengthening the flexible lines of defense. Response of the client on the Interventions Provided The client was able to see through herself on identifying and prioritizing the problems through based on her judgment and of the researcher’s appraisal of her identified stressor the client was able to recuperate in the treatment, the client was able to come up with solutions on the problems that were most attainable and most important to her which is attaining the optimum level of functioning. The client was able to gain a boosted self-esteem and a positive outlook in life, reconstitution of her lines of defense and strengthening each lines is in progress, through positive feedback the client was able to see through it all that the physiological body is not just the only factor in healing but it should comprise the mind, the spirit, the society, and development to achieve a wholistic and faster recovery from illness. Conclusion and Recommendations Conclusions The Neuman Systems Model was effective, efficient in providing a wholistic nursing care to the client with hypokalemia. The assessment made was thorough and was based on the what the client and the care provider perceives thereby giving a collaborative and specific hint as to what the problem is wherein effective solutions can be brought up. Though the system is quite complicated and challenging at some times, it just needs practice in implementing the model to be able to familiarize it. The research concluded that the Neuman Systems Model is an effective tool which can enhance the nurses critical and analytical thinking by the data gathered based on the client’s initial response and the nurses judgment thereby minimizing the occurrence of an error in identifying problems and providing nursing care. Recommendations Based on the findings, observations and the conclusion utilizing the Neuman Systems Model is effective and wholistic enough in the approach of a client with hypokalemia. The following are the researchers suggestions and recommendations 1 nurse practitioners should do a thorough assessment on their clients not only by identifying the main problems but also by assessing the person as a whole it could be done through the use of the Neuman Systems assessment and evaluation tool. 2 Interventions differ from client to client others may vary but there is no such thing as a uniformed intervention thereby it is necessary for the nurse to assess for the needs of the client. Bibliography Burns and Grove (2003) Understanding Nursing research 3rd edition W. B. Saunders, Elsevier Company Fawcett, Jacqueline (1995) Analysis and Evaluation of Conceptual Models of Nursing 3rd ed. F.A. Davis Company Frisch N., Frisch L. (2006) Psychiatric Mental Health Nursing 3rd ed. Thomson Delmar Learning Company Karch, Amy (2008) Lippincotts Nursing Drug Guide: Wolters Kluwer Lippincott Williams Wilkins Company Medical-Surgical Nursing Made Incredible Easy (2004). Lippincott Williams Wilkins Company Springhouse Neuman, Betty and Fawcett, Jacqueline 2002 The Neuman Systems Model 4th edition Prentice Hall Company

Under Article 223-6 of the French Penal Code(Chapter

Under Article 223-6 of the French Penal Code(Chapter Under Article 223-6 of the French Penal Code(Chapter III, Section 3)..'anyone who wilfully fails to render to a person in danger any assistance which, without risk to himself or to third parties, he could render him either by his own action, or by initiating rescue operations..' is punishable by imprisonment and fine. Essay Question: What is the criminal law in England and Wales on liability for omissions to act? Having regard to the above extract from the French Penal Code, critically discuss whether the current English Law on this issue should be changed. The criminal law in England and Wales on liability for omissions to act: Unlike the French Penal code, which provides a general duty on all persons to assist others in peril according to their abilities, breach of which is a specific offence in its own right, English criminal law does not impose a general duty to act to save other people or property from harm, even if this could be done without any risk or inconvenience. For example, a man who simply stands and observes a child drowning in a shallow pool when he is in a position to easily rescue it should he choose to do so, commits no offence under English law, because he is not under a duty to rescue it. A duty to act may however arise under a contract, the most obvious example being where the failure to fulfil a contractual obligation is likely to endanger the lives of others. Liability is not necessarily precluded by the injured person not being a party to the contract; in the case of Pittwood[1], the defendant, who was a level-crossing keeper, in breach of his contract of employment, failed to close the gate when a train was approaching, resulting in someone dying on the crossing. Wright J confirmed that criminal liability can be incurred from a person’s failure to perform their contractual duty and held that, in this case, a duty was owed to the road users even though, prima facie, the contractual obligation was owed only to the railway company. A person who holds a public office, such as a police officer, may also be under a duty to care for others. For example, in the case of Dytham[2], a uniformed police officer failed to act when he saw a man being kicked to death a few yards away and was convicted on charges of ‘misconduct in a public office’. Likewise, a parent is under a duty to save his/her young child from harm; a parent who has allowed his/her baby child to starve to death may, depending upon his/her state of mind, be convicted of murder or manslaughter[3]. Other close relationships may also involve a similar duty[4], such as between a husband and wife, although this particular example might be more akin to a contractual duty arising from the contract of marriage than to the duty in the above example. The voluntary carer of a person unable to look after him/herself is also bound by a duty of care towards that person under English criminal law. In Nicholls[5], the defendant received a young child into her care, on the death of that child’s mother. Brett J directed the jury that if a person chooses to take on the care of someone who is helpless, either from infancy, infirmity or mental illness, he is bound to execute that responsibility and, if he allows him/her to die, he may be guilty of manslaughter. In Stone[6], this principle was extended to include situations where a person does not overtly accept the responsibility of carer, but where the situation has lead to such; for example, in a situation where two people have lived together for some time, and the health of one of those people deteriorates to a state where they become dependent upon the other for care, then the court may be prepared to imply a voluntary undertaking of care from the very fact that the healthy party did in fact oblige[7]. Such a duty will of course be extinguished if the relationship between these two parties should end, or if the ill party orally releases the other from his/her responsibilities [providing of course that the party is in a state capable of making a rational decision]. An example of this latter situation might be a patient releasing her doctor from his duty of care towards her by instructing him that should she become ill, she does not wish to be treated. Such an advance refusal will only be effective if the patient is fully compos mentis, has not been unduly influenced in respect of her decision and has contemplated the actual situation which will arise, understanding all the consequences of refusing treatment in such a situation[8]. A duty of care can also arise from an accident; where the accused inadvertently and without the appropriate mens rea performs an act which places a person or property in danger, but before the resulting harm is complete, becomes aware of the train of events caused by his inadvertent act, then that party is, by virtue of the English criminal law, under a duty to take such steps as lie within his power to try to prevent or reduce the risk of harm; if he does not, then he may be criminally liable for the consequences. The case authority for this special duty situation is the case of Miller[9], in which the defendant had, quite by accident, fallen asleep in the plaintiff’s house with a lit cigarette in his fingertips. He awoke to find that he had set the mattress of the bed, in which he was sleeping, alight, but rather than raising alarm or trying to extinguish the fire, he simply went into the adjacent room and fell asleep in there. The House of Lords affirmed his conviction for arson, contrary to s1(1) and (3) of the Criminal Damage Act 1971, as he was in breach of his duty to take reasonable care to extinguish the fire which he had accidentally caused, being in a position to do so. As yet there is no clear authority on how much of a risk a person under such a duty to act might be expected to run in order to perform that duty, but the common law duty requires ‘reasonable’ steps to be taken, a criterion which will be assessed in light of all the circumstances of the particular case in question. So far we have focussed our discussion around the duties of ordinary citizen’s in daily life as developed by the English common law. It should be noted that there are also in place many statutory schemes of regulation in regard to industry and commerce, such as the offence of failing to comply with a limitation, condition or notice contrary to the Radioactive Substances Act 1993. There are also statutory schemes for the distribution of public money, such as the failure to notify a change of circumstances under the Social Security Administration (Fraud) Act 1997, and schemes for other licensed regulated activity such as failing to report a road accident. These statutory schemes are simple rules which must be followed as a condition of engaging in these activities, and are relatively non-contentious in their lack of general application to the ‘ordinary citizen’. Critical discussion regarding the issue of whether the current English Law, as described above, should be changed so as to be more like the law contained in Article 223-6 of the French Penal Code(Chapter III, Section 3): As we have seen from the above description, English criminal law does not generally criminalize the failure to render assistance to another citizen who is in peril, even where such assistance would be easy and cause no harm to ourselves. In contrast, the law under Article 223-6 of the French Penal Code (Chapter III, Section3), as quoted within the question of this essay, does create a general duty to rescue, and does criminalise such omissions. The position of the English criminal law in not generally criminalising such omissions might be defended on grounds that the vagueness of the terms involved with criminalizing such omissions [such as ‘reasonable steps’] would leave citizens with no clear warning of what they must do and when [the principle of ‘fair warning’]. It may also be defended on grounds that this resulting uncertainty would have a weakening effect on the rule of law and would also lead to too great a reliance on prosecutorial discretion in defining the effective scope of such omission criminalisation. The English position might be best defended however by adherence to the principle of autonomy; â€Å"the imposition of a duty to act restricts one’s liberty to pursue one’s own ends and desires by requiring one to do a particular thing at a particular time.† The position of the French Penal Code in generally criminalising such omissions might be defended on grounds that more important than the principles of fair warning, rule of law and individual autonomy is the protection of human life and human safety. A. Ashworth and E. Steiner[10] argue that Article 223(2) is a deliberate attempt to set the protection of one citizen’s life or safety above the protection of the maximum liberty of other citizens. The position might also be defended by the fact that since its introduction in 1941, this French Penal Code, responsible for generally criminalising a failure to rescue, has not been considered oppressive[11] in the way that vehement advocates of the English approach might lead one to believe such a law would. The truth is that both the English and the French approach in regards to liability for omissions to act have their respective shortcomings. The English approach does not afford enough weight to the worthy protection of the fundamental interest in human life and safety; the French approach does not afford sufficient attention to the worthy principles of autonomy, fair warning and the rule of law. Perhaps the solution therefore would be a compromise? I believe that the lesson English criminal law should learn from the Penal Code of our Continental comrades is the importance in recognising the harms involved with not helping a person who is in peril; English law must retain its firm stance with regards autonomy, fair warning and rule of law, but simultaneously afford a greater degree of attention to the protection of the fundamental interest in human life. As M. A. Menlowe[12] writes: â€Å"†¦when fundamental interests are involved (life, physical integrity), we should pause before accepting that an individual’s freedom of action is more valuable than a requirement to carry out a non-burdensome rescue.† In conclusion therefore, I would argue that perhaps a compromise should be employed by the English criminal law; a ‘duty of easy rescue’. The law should criminalise omissions to rescue those in peril where such a rescue is a simple and harmless task, but should not punish someone for not engaging in a rescue attempt when the risks associated with such a rescue are uncertain and complicated. Pessimists might argue that it would be too difficult to create a law which attempted a balance between on the one hand the respect for autonomy, adherence to the principle of fair warning and adequate protection of the rule of law, and on the other, a respect for protection of the fundamental interest in human life, but such critics should bear in mind that these three former principles are often found balanced with other interests throughout English law. As Feinberg remarks: â€Å"similar line-drawing problems exist throughout the law, and most have been found manageable.[13]† Bibliography A. Ashworth and E. Steiner ‘Criminal Ommissions and Public Duties (1990) 10 Legal Studies 153 A. Ashworth, ‘Principles of Criminal Law’, 3d. Oxford University Press 1999 p50 M. A. Menlowe. ‘The Philosophical Foundations of a Duty to Rescue,’ in M. A. Menlowe and A. McCall Smith (eds), The Duty to Rescue (1993) Feinberg, Harmless Wrongdoing, xii, summarising his argument in ‘Harm to Others’ 150-9 (1984) Cases cited: Pittwood (1902) 19 TLR 37 Dytham [1979] 3 All ER 641 Gibbins (1918) 82 JP 287 Smith [1979] Crim LR 251 Nicholls (1874) 13 Cox CC 75 Stone [1977] QB 354 Re T [1993] Fam 95 Miller [1983] 2 AC 161 Footnotes [1] Pittwood (1902) 19 TLR 37 [2] Dytham [1979] 3 All ER 641 [3] Gibbins (1918) 82 JP 287 [4] Smith [1979] Crim LR 251 [5] Nicholls (1874) 13 Cox CC 75 [6] Stone [1977] QB 354 [7] Stone [1977] QB 354 [8] These criteria were first set out in the case of Re T [1993] Fam 95 [9] Miller [1983] 2 AC 161 [10] A. Ashworth and E. Steiner ‘Criminal Ommissions and Public Duties (1990) 10 Legal Studies 153 [11] A. Ashworth, ‘Principles of Criminal Law’, 3d. Oxford University Press 1999 p50 [12] M. A. Menlowe. ‘The Philosophical Foundations of a Duty to Rescue,’ in M. A. Menlowe and A. McCall Smith (eds), The Duty to Rescue (1993) [13] Feinberg, Harmless Wrongdoing, xii, summarising his argument in ‘Harm to Others’ 150-9

Effect Of Celebrity Endorsements On Brands Marketing Essay

Effect Of Celebrity Endorsements On Brands Marketing Essay Friedman and Friedman mentioned a celebrity endorser is an individual who is known by the public for his or her achievements in areas other than that of the product class endorsed. Celebrity Endorsements 20% of all advertisements in India are endorsed by celebrities (Prakash, 2012). In support of the observation, a research shows that celebrity endorsements results in more favorable advertisement ratings and brand evaluations (Dean and Biswas, 2001) and can have a substantial positive impact on financial returns for the companies that use them (Erdogan, 2001). Though, celebrity endorsement is not a new phenomenon in India, with Hindustan Lever using super stars consistently for its Lux brand over the years. The number of celebrities endorsing brands has risen significantly in the past 20 years in India. Celebrities like Sachin Tendulkar, Amitabh Bachchan and Shahrukh Khan have become the advertisers favorite bet. Advertising professionals in India believe that there are two situations in which celebrity endorsements can be effective. Lifestyle products like Raymonds, Vimal etc. where celebrity epitomizes that kind of lifestyle. And in situations where customers are not sure about the product and testimonials by celebrities tend to provide required assurance. However, in this case the match between the product and the celebrity needs to be perfect. According to Paul Nayyar, a celebrity endorsement is used to achieve two ends to get your products noticed and to show that it is tried and tested. (Prakash, 2012). Some industry insiders believe that a celebrity endorsement is effective only when it is in congruence with the product. Theory and practice prove that the use of super stars in advertising generates a lot of publicity and attention from the public (Ohanian 1991). One might think that using a celebrity in a product/service endorsement means guaranteed success for the brand, but this is not always the case. While many companies had used a celebrity at one point or the other to endorse its product/service, only few of them have been successful in building a brand and generating long term revenues through the tactic. Objective To study the phenomenon of celebrity endorsements for Brands and various consumer behavior models associated with it. Examine the effect of celebrity endorsements on brands. Approach A three step approach has been taken to achieve the objectives of the study. Literature review to understand the various theories and phenomenon describing the use of celebrity in advertisements. Survey analysis to understand the consumer perception of image of various celebrities seen today in Indian advertising vis-à  -vis the image of the brands they endorse. Analyze the performance of these brands in the light of their image match with their respective celebrities. Survey Analysis: Online survey was designed to gather the consumer perception of the image of the various celebrities and the image of their endorsed products. Respondents were shown clips of the advertisements from the past and asked about the recall and likeability of these ads. Link to the survey is https://qtrial.qualtrics.com/SE/?SID=SV_ermlGxDswznQJk9 Detailed questionnaire is attached here for reference. Assumption: Market share of the brand can be taken as a reasonable estimator of the performance of the brand when the industry has not seen any major changes. 4. Literature Review Celebrities have been used in advertising since late nineteenth century and since then a considerable amount of research has been done in this domain. Studies on Celebrity endorsements have been undertaken to establish source credibility and attractiveness models in advertising. These studies suggest that celebrities exert their influence on consumers through perceived attributes like expertise, trustworthiness, attractiveness, familiarity and likeability (Ohanian 1990, 1991). Another concept in theory which defines the effect of celebrities on brands is termed as the match-up hypothesis. It examines the match (or fit) between the product being endorsed and the celebrity used. According to Kahle and Komer 1985; Kamins 1990 and Till and Bustler 2000, match-up hypothesis maintains that an endorsement is more effective when the image or characteristics of the celebrity are well matched with the endorsed product.Friedman and Friedman (1979) concluded that the better the celebrity/product fit, as perceived by consumers, the higher the level of endorsement effectiveness. Till and Busler (2000) found that celebrity/product fit was effective for only certain measures of effectiveness such as brand attitude, but not for other measures such as purchase intention. McGuire (1969-1987) said that one of the most reliable effects found in communication research is that expert and/or trustworthy sources are more persuasive than sources that are seen as having less expertise and trustworthiness. The literature also implies that celebrities add value through the process of meaning transfer (McCracken 1986, 1989). The meaning transfer model posits that celebrities develop a persona through the types of roles they play in society as well as how they are portrayed in the media. McCracken (1989) inferred that the endorsement effectiveness depends on the meaning that the celebrity brings to the endorsement process. He described the whole Meaning Transfer process in three stages. In the initial stage, the meanings generated from distant movie performances, or athletic achievements and performances reside in celebrities. In the second stage, meanings are transferred to the product through an advertisement process. In the third stage, the meanings are transf erred from the product to the consumer, where the properties of the product become the properties of the consumer. A review of the literature revealed following other key predictors for the success of a celebrity endorsement: Celebrity performance: It refers to the achievement of a celebrity in their chosen profession. When a celebrity fails to perform acceptably, as defined by consumers, a celebrity endorsers effectiveness tends to decline (Agrawal Kamakura 1995). Celebrity credibility: Source credibility can be defined as a communicators positive characteristics that affect the receivers acceptance of a message (Ohanian 1990). Celebrity expertise: Subjects exposed to a source perceived as expert exhibit more agreement with the sources recommendation than did those exposed to a source with low expertise (Ohanian 1990). Celebrity trustworthiness: Miller and Baseheart (1969) found that a highly opinionated message from a highly trustworthy communicator produces an effective attitude change, while non-trusted communicators impact proved immaterial. Celebrity attractiveness: The source-attractiveness model suggests that the attractiveness of any source is determined by the communication receivers perceptions of the sources similarity, familiarity, and likeability. Likeability includes factors like Physical appearance, personality and social status. When consumers perceive a celebrity as similar to them and if they are familiar with and like the celebrity, they will tend to find the celebrity more attractive. Joseph (1982) in his study on endorsers attractiveness concluded that attractive endorsers deliver a more positive impact on the products they endorse as compared to less attractive endorsers. Caballero et al. (1989) in his study even observed that endorser attractiveness had no effect on advertising effectiveness. Balance Theory Fritz Heider developed Balance Theory to show how people develop relationships with things and other people in the environment. It says that if people see a set of cognitive elements as being a system, then they will have a preference to maintain a balanced state among these elements. People are motivated to restore a position of balance if there is discomfort. Fritz Heiders Balance Theory explains the effectiveness of celebrity endorsements when a well-liked celebrity uses a product.   The balance theory states that people like balance in their lives and if they have a positive attitude towards a celebrity and they see that celebrity using a certain product or service, then they will likely have a positive attitude toward the product or service as well.   The Principle of Attractiveness says that people are more likely to listen to a message from someone they find attractive. Conversely, a celebrity with a poor image can damage harm a brand.   This phenomenon is explained below in the risks of using a celebrity. Figure : Balance Theory The Match-up Hypothesis Literature reveals that a spokesperson interacts with the type of brand being advertised. According to Friedman and Friedman (1979), a famous person relative to a normalspokesperson is more effective for products high in psychological or social risk, involving such elements as good taste, self-image, and opinion of others. Till and Busler 1998, Martin 1996, Till and Shimp 1998 have examined the congruency between celebrity endorsers and brands to explain the effectiveness of using famous persons to promote brands. Results show that a number of celebrity endorsements proved very successful, whereas others completely failed, resulting in the termination of the respective celebrity communicator (Walker et al.1992) The Meaning Transfer Model McCracken (1989) explains the effectiveness of celebrity spokespersons by assessing the meanings consumers associate with the endorser and eventually transfer to the brand. The model suggests three stages. First, the meaning associated with the famous person moves from the endorser to the product or brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. Finally, in the consumption process, the brands meaning is acquired by the customer. The third stage of the model explicitly shows the importance of theconsumers role in the process of endorsing brands with famous persons. Figure : Meaning Transfer Model Source: McCracken, 1989 paper on Meaning Transfer Model Celebrities contain a broad range of meanings, involving demographic categories (e.g. age, gender, status), personality and lifestyle types. Madonna, for example, is perceived as tough, intense and modern women, and is associated with the lower middle class (Walker et al. 1992). Risk of using Celebrities The celebrity may overshadow the product being endorsed High ad recall but less brand recall and intentions to purchase. The 1996 BPL ad featuring Amitabh Bachchan is a classic example of the phenomenon. People recalled Amitabh Bachchan more than BPL in the advertisement. The celebrity being overexposed, reducing his or her credibility -Some spokespersons promote more than one brand.eg: Golf champion Tiger Woods has endorsed Accenture, Rolex, and Nike. Tripp et al. (1994),suggested that endorsing as many as four products negatively influences the celebrity spokespersons credibility and likeability. These effects are independent of the celebrity, i.e. even the most liked stars can fall a prey to this phenomenon. Though these findings are found to be valid, the concept of multiple product endorsements is still prevalent in advertising. The target audience may not be receptive to celebrity endorsers: Effect of region and culture on the selection of the celebrity for a product. In 2006 saw a surprising move from KSDL which roped in MS Dhoni as brand ambassador to endorse the soap. The purpose was to attract new generation. But it does not go along well and the entire campaign proved to be very ordinary. The celebritys behavior may pose a risk to the company: Since repeated pairings of a brand and celebrity strengthen the associative link consumers establish between brand and celebrity, negative information about the celebrity may negatively impact the endorsed brand (ErdoganBaker 2000). Post-scandal, that global consulting firm Accenture dropped Woods as a spokesman and Procter Gambles Gillette also announced limiting Woods presence in its advertisements. 5. Survey and Advertisement Analysis For the purpose of analysis we chose two sectors in India Telecom sector and beverage industry in India. Primary motivation behind choosing these sectors was that no major/radical change has happened in the time period considered in these sectors. Airtel and Idea were chosen in the Telecom sector and Thumps up and Pepsi was chosen in the beverages category. We listed down various celebrities who have endorsed these brands in the past and asked consumers about the image perception of these celebrities and the image perception of these brands. Following celebrities were considered Mahendra Singh Dhoni, Abhishek Bachchan, Ranbir Kapoor, Shahrukh Khan, Deepika Padukone, Akshay Kumar and Salman Khan. Picture below presents the perception map of the various celebrities on a set of pre-defined dimensions. Figure : Perception Map of Celebrities Figure : Perceptual Map of Brands 6. Airtel Ad Campaigns Power to keep in touch (1995-98): This era saw the beginning of mobile communication in India. Only the elite in society that could afford to keep mobile phones. Hence, it position itself in the premium category aimed at high class society. Express Yourself (2003-08):This campaign was successfully launched taking the ownership of the entire space of telecommunication and strengthening the emotional bond that Airtel had established with its customers over the years. It highlights the capability of Airtel in terms of performance and network coverage. Dil jo chaahe paas laaye (2010-2012):With the spread of Airtel in over 19 countries, Airtel decided to change its message decision strategy. The new brand logo was launched with the intention of bringing the brand closer to its consumers and as a symbol which will help ensure instant recognition across diverse international markets. Jo mera hai woh tera (2012):Airtel has launched ad campaign on Friendship day targeting youth and showcasing itself as a brand which brings friends closer.  Although the craft of friendship has been deployed by all and sundry in their  communication strategies  , the difference is in the creative rendition of the theme. Celebrity Endorsement Shahrukh Khan got attached with brand in the year 2002. The reason of taking him was that Shahrukh Khans core values of being a self-made actor with his success glamour and hence would connect more to the masses. Sachin Tendulkar got associated with the brand in October 2003. His dedication, innocence and performance are today seen as a driver of self-identification amongst the masses and hence he was roped in. Also, Sachin and Airtel both are leaders having similar values and personality traits like trustworthiness, friendliness, youthfulness and trend-setters. In the years 2003-2007 mainly three celebrities were used SachinTendular, Sharukh Khan, A.R. Rehman. All the three are the leaders in their respective fields, so is AIRTEL. VidyaBalan and Madhavan were used as celebrities in the year 2008. Spontaneity and vibrancy are key attributes of Airtel. VidyaBalan is a hugely talented actress who brings a lot of freshness and naturalness to any role. Madhavan is a big superstar in the southern region. Hence Airtel picks him up to connate leadership. Saif and Kareena were also used as celebrities endorsing the brand for the year 2008. Source Attractiveness and Credibility Airtel has used various celebrities at various times. All these celebrities have gone well with its brand image which it has tried to portray time to time. Shahrukh Khans one of the brand endorser has core values of being a self-made actor with his success glamour and goes well with the attributes of the brand. Perceived social value of source likability in terms of physical appearance and social status is high. Also, public has familiarity with the source and hence people are able to relate to the brand. Image characteristics Match Following Brand characteristics and celebrity characteristics were arrived at using the survey results and secondary data. Figure : Image Match up Airtel Balance Theory Figure : Balance Theory Airtel http://telecomtalk.info/wp-content/uploads/2009/10/airtel-srk.jpg Hence the image of Shahrukh Khan doesnt actually match with the image of Airtel. The success of Airtel and its consistent market share can be attributed to the source attractiveness and credibility principle. Airtel has been able to sustain very high market share over the year. Figure : Market Share Airtel Years 2007 2008 2009 2010 2011 Market Share (% terms) 22.4 23.7 24 21.8 20 Source: Crisil Research 7. Idea Cellular Till 2007, Ideas ads were highlighting its tariff plans and network coverage. They were focused on its network coverage and promotional packages. A Good Idea Campaign (2006): Ideas promotions in 2006 were based on its tariffs, service quality, and network coverage. In 2007, Idea shifted its focus to using mobile telephony to solve social issues. Idea also developed several websites to support its ads based on social issues. Idea chose to promote its brand where as its competitors focused on promoting their value added services and tariff plans. An Idea can change your life, A good Idea, and What an Idea! (2007-11): These campaigns, based on social issues (Education for all, language barrier, Use mobile save paper) that could be solved using mobile telephony, were acclaimed for their creativity. Celebrity endorser Abhishek Bachchan was used for all these ad campaigns. Celebrity Endorsement Idea roped in Abhishek Bachchan to endorse its brand in October 2007 to expand its geographical presence to cover several telecom circles in India. In the past Idea has also tied up with Indian Premier League (IPL) cricket team, Mumbai Indians, and popular players like Sachin Tendulkar and Zaheer Khan were used to promote the brand. Comments Analysts felt that using Bachchan, one of the leading movie actors in India who is extremely popular among youngsters, was one of the reasons for the significant improvement in Ideas brand recall. However, some experts felt that while Ideas ad campaigns were creative and improved its brand recall, there was nothing in the ads that would attract a customer of its competitors or a new subscriber. They felt that Idea should have promoted the unique selling points of its products and services in the ads rather than only projecting the uses of mobile telephony. Source Attractiveness and Credibility Perceived social value of source likability in terms of physical appearance and social status is high. Also, public has familiarity with the source and hence brand recall is high as people are able to relate to the brand. Image characteristics Match Following Brand characteristics and celebrity characteristics were arrived at using the survey results and secondary data. Figure : Image Match up Idea Figure : Market Share Idea Years 2007 2008 2009 2010 2011 Market Share (% terms) 8.4 9.2 9.9 10.0 11.0 If we look at the market share of Idea is has not increased significantly over the years. Though the celebrity status of Abhishek Bhachchan has been able to generate a good recall (also supported by our survey results), it has not been able to convert to the brand purchase, due to the image mismatch with the brand. Balance Theory Figure : Balance Theory Idea https://encrypted-tbn3.google.com/images?q=tbn:ANd9GcQedzqyWQGKf4QQ-BIgLfhU9rxl9HB5o6bSN3iLxL3ouvDpkhLW 8. Thumps Up Thumps Up has always been about a highly glorified, desirable world of masculinity that every youngster seeks. This comes from the characteristics of the product itself which is a harder, less sweetened, more raw cola, as compared to the almost toned-down nature of its competitors. Campaigns through the years Happy days are here again (1977 1980): Positioned as a refreshing drink, emphasized on happiness. Taste the Thunder Campaign (1988 2012): Initially positioned as an individualistic masculine brand, but over the years went on to add adventure, confidence and playfulness. It was used to connect with the young Indian male. This campaign featured Salman Khan, Sunil Shetty and Akshay Kumar over the years. Khatron Ke Khiladi (KKK) show on Colors Channel (2011):  Thums Up was the title sponsor for the show. The show was completely integrated with brand Thums Up from the concept to approach as it had adventure and daring stunts. Also, Akshay Kumar, who is Thums Ups brand ambassador, hosted the show. Aaj Kuch Toofani karte hain (2012):  In this campaign, the brand challenges its loyalists to push the envelope and do something daring or toofani. It urges its consumers to Live the Thunder and unlock the new code of masculinity. The television commercial features South Indian actor Mahesh Babu, Dhaval Thakur (winner of Khatron ke Khiladi 2011), Sahil Shroff (actor) and Angela Jonsson (model who appeared on Kingfisher Calendar). Celebrity Endorsements Thums Up has been using celebrities to endorse its brand through the years. It picked up action heroes like Salman Khan, Sunil Shetty and Akshay Kumar. For the Andhra Pradesh region which is the biggest market for the brand they roped in their most revered star Chiranjeevi. Recently they got the latest sensation in Andhra Pradesh, Mahesh Babu to endorse the brand.   1999 2000: Salman Khan 1999 2000: Sunil Shetty 2002 2012: Akshay Kumar 2012: Mahesh Babu Image characteristics Match Following Brand characteristics and celebrity characteristics were arrived at using the survey results and secondary data. Figure : Image Match Up Thumps Up In 2002, Akshay Kumar was roped in as the brand ambassador and the brand continued to strengthen its position as a Male Iconic Brand through consistent positioning. His training in martial arts and his raw, rugged looks have enhanced the coolness and macho quotient of the brand. According to the survey results, Thums Up Ad featuring Akshay Kumar had better recall than the ad featuring Salman Khan. This can probably be explained by the image characteristics associated with the brand. They are more in sync with the image characteristics of Akshay Kumar. Figure : Balance Theory Thums Up The market share of Thums Up increased in 2009. It was when they launched a new campaign that took the whole idea of I Will Do Anything for My Thunder attitude of the Indian male to the next level with Akshay Kumar in the commercials. Figure : Market Share Thums Up Brand 2008 2009 2010 2011 Thumps Up 14.9 16.3 16.7 16.5 Source: Euromonitor 9. Pepsi Pepsi is a brand that stands for its youthfulness, irreverence, and dare for more spirit. Pepsi has always introduced new youth expressions as part of its campaign launches. Popular Pepsi lines have reflected the young generations attitude and values besides standing for an irreverent point of view. Campaigns through the years and Celebrity Endorsements YehiHai Right Choice Baby Aha (1991): This campaign with stars and glamour was an adaptation of an international Pepsi campaign. It featured Aamir Khan, MahimaChaudhary and AishwaryaRai. Yeh Dil Maange More (1999 2006): This campaign sought to establish Pepsi as a strong brand with Indian youth and the phrase became a runaway success. The ads featured prominent sports personalities and film stars, such as  Sachin Tendulkar,  Shahrukh Khan,  AmitabhBachchan. Yeh Pyaas Hai Badi (2005): With a peppy jingle Oye Bubbly to spearhead the campaign, Pepsi latched on to the tagline, YehPyaasHaiBadi. It was mainly promoted through Shah Rukh Khan, PreityZintaandSaif Ali Khan. The campaign was all about a bigger thirst to get more out of life. It was about the assertive spirit and confidence of the youth to make things happen. Yeh Hai Youngistan Meri Jaan (2008): This campaign attempted to capture not only the youth attitude but also the great sense of optimism, success and buzz about India and the Indian youth. With the Youngistaan campaign Pepsi branded the new generation. As the name suggests, it represented a world of the youth, where the young generation likes to be in control. It brought forward their never failing attitude, their desire to take on challenges and the power to turn things around. The Youngistaan idea captured the energy, excitement and irreverence of the young confident India. For this campaign Pepsi signed on fresh faces like RanbirKapoor and DeepikaPadukone. My Pepsi My Way (2009): Reiterating its connect with cricket and the youth, PepsiCo rolled out a this campaign featuring five cricketers: MS Dhoni, VirenderSehwag, Ishant Sharma, Robin Uthappa and Praveen Kumar, playing cricket on boats. Through this campaign brand Pepsi provoked the youth to take on any situation and use their mental smarts to effortlessly find their way through any given situation. Youngistan ka Wow (2010): While keeping the brand identity of youthfulness intact, this campaign of Pepsi took forward the concept of Youngistaan. The campaign featured RanbirKapoor. Recently, Pepsi has dropped Sachin Tendulkar and Shah Rukh Khan as its brand endorsers because now they have grown old and do not go well with the Youngistan concept. The new Indian youth and the brand image of Pepsi now relates more with the next generation of young stars and cricketers. The brand has been endorsed by the celebrities (like RanbirKapoor, DeepikaPadukone and young cricket stars) that match up with its image since 2008. The highly relevant characteristics of these endorsers are consistent with the highly relevant attributes of the brand. Image characteristics Match Brand attributes of Pepsi go well with the image of Ranbir Kapoor more than the image of Shahrukh Khan and it is evident from the increase in market share at the time when Ranbir Kapoor was roped in as the celebrity endorser for Pepsi. Following Brand characteristics and celebrity characteristics were arrived at using the survey results and secondary data. Figure : Image Match up Pepsi Figure : Market Share Pepsi Brand 2008 2009 2010 2011 Pepsi 14.5 14.9 14.9 15.0 Source: Euromonitor There was an increase in the market share from 2008 to 2009. This was the period when the Youngistan campaign was launched with Ranbir Kapoor as the new generation brand ambassador whose image of youthfulness, self-belief and smartness is consistent with the brand image. Balance Theory Figure : Balance Theory Pepsi https://encrypted-tbn2.google.com/images?q=tbn:ANd9GcTCAtyimm0Mgl7jziXUgpURskhEH8XElW3zuM2_PjXcyPFFMrYcTw 10. Implications for Marketers Celebrities endorsements have not always been successful and even the biggest of the celebrities have failed to bring the desired revenues to the companies. It is essential for an advertiser to be aware of the complex processes associated with the celebrity endorsement. Our report provides insights into the various models in the celebrity endorsements and assesses them in Indian context. Insights from the report can help marketers decide when to use a celebrity and when celebrity endorsements pay off. This will help in optimizing the spending on the advertisements.