Answer case questions Assignment Example | Topics and Well Written Essays - 1000 words

Answer case questions - Assignment Example Company data shows that marketing expense increased from $108.9 million in 2009 to $246.5 in 2013. The increase in marketing expenditure is the result of the adoption of a robust marketing and promotion strategies. The company used a variety of promotion strategies. First, the company sought to promote is product visibility in the sports sector by signing outfitting contracts with schools and colleges. By so doing, people can see the products of the company. Second, the company increased its retail shops and also the product presentation at the shops to attract shoppers. Third, the company made extensive use of the media to advertise its products. The company uses three main distribution strategies. The company sells in wholesales terms to retailers who then resell the product to the final consumers. Under Armour also engages in direct sales to its consumers. In fact, direct sales accounted for 30.4% of the sales in 2013 (Thompson 244). Finally, the company sells licenses to enable distributors sell its products in areas where it has no presence. Product Licensing gives distributors exclusive rights to sell Under Armour products. Thus, they act on behalf of the company. The strategy has enabled Under Armour to have a presence in areas where it does not have operations. High-quality products are responsible for the growth of the company. The company has a product development team that works with third party suppliers to ensure that materials are of high quality. The team also ensures that the manufacturing process adds the required features such as comfort and design (Thompson 246). The marketing team also collects opinions and reviews from customers and potential customers to identify the customer’s perspective towards the product, and how the products can be improved to fit the needs of the target customers. To ensure quality of their products, Under Armour used raw materials from approved suppliers

Business, a Practical Introduction Essay Example for Free

Business, a Practical Introduction Essay 1. Scarcity increases the demand for a product, and increases the price that consumers are willing to pay for it. Scarcity of an item allows a seller to raise prices, while a surplus of an item means prices will decrease. 2. Macroeconomists would be concerned with issues such as job growth and unemployment, growth in industrial production, and the consumer price index. 3. Under a socialist economic system, businesses and industries can be state-owned or privately owned, depending on the country. 4. A downside to capitalism is the issue of income inequality. There is a considerable difference between the highest and lowest incomes, as indicated by the 2010 income information reported in the textbook for this course. Median pay for a chief executive of a company whose stock was listed on Standard and Poor’s index was $9 million. Median pay for private sector workers was $40,500. 5. The model of perfect competition was created by Adam Smith. According to Smith, in perfect competition, the market has many small sellers who sell interchangeable products to many informed buyers, and no seller is large enough to dictate the price of the product. 6. The term consumer sovereignty is the idea that consumers influence the marketplace through the decisions of which products they choose to buy or not to buy. 7. The business cycle runs through a pattern of expansion, peak, contraction, and trough. Expansion, when economic activity speeds up, is triggered by a rise in investment spending, government spending, or exports. 8. Deflation is defined as a general decline in the prices of most goods and services. 9. An economic bubble is a situation in which prices for securities, especially stocks, rise far above their actual value. 10. TARP is the Troubled Assets Relief Program, signed into law in October 2008. This $700 billion program was created to purchase bank assets in order to strengthen the financial sector. This was outgoing President Bush’s last â€Å"screw you† to the people of America. It might have worked to stabilize the banks if the amount was double, and if it offered relief to businesses as well.

Influence of Capitalism on Current Food Regime

Influence of Capitalism on Current Food Regime Introduction The structure of Capitalism may have been existed during the first food regime and leading up to the second food regimes but implicitly refrained from exposure to the rise of nation state system. Peasant farming and agrarian system of development might be seen as a form of capitalism in the first food regime period as cultivation and farming of land are restricted to only certain localities particularly common in the European countries. For instance, Jarosz, (2009) states that agrarian form of development was only common in Europe during the mid-nineteen centuries. Towards the end of the second food regimes, the form of capitalism structure developed through rules and regulations which governed production and consumption of foods worldwide. A discursive definition of food regimes which capitalism ideology is embedded within. According to Bernstein, (2015: 3), eight element of the three food regimes were analysed and identified as the international state system, the division of labour and patterns of trade, the rules and legitimacy of different food regimes, the relationship between agriculture and industries, the technical and environmental change in farming systems and procedures, the dominant form of capital and their modalities of accumulation, social force, tension and contradiction of specific food regime and transition between food regimes. Capitalism structure has emerged perceptibly towards the third regime. This essay will outline the following two ideas as to why influence of capitalism may be a trigger to food crises experience in different parts of the world. It will begin with the discussion on the effect of the rules and regulations on world food development in relation to uneven geography, moving on to the rivalry in technology and food production particularly to safe guarding domestic markets, and then it will give a personal responses on the influence of capitalism on the current food regime and end with summary conclusion. Effects of rules and regulations on current world food development The current food regime periods is dominated by the international rules and regulation in relations to the international organizations such as World Trade Organization (WTO), World Food Program (WFP) and Food Agriculture Organization. These policies are dominated by industrialized countries who have advance technologies in producing large quantity of foods. When comparing the second food regime with the current regime (third food regime), it is evident that during that period (second food regime), rules and regulations imposed are sort of more lessen, allowing for respect for free international markets and free enterprise, also allow for easy market channel on food distribution. The governing premises during the second food regime allowed free flow of scientific and crop information, more state control system resulted in low priority for national self reliance. According to, Bernstein (2015: 10), capitalism became more visible during the third food regime which provided ground for political dynamics and arrangement in the international state system. National and international rules and regulations on food productions and distribution emerged and social movements were formed to defend their space and place in national and international markets. The effects has rippled into the current regimes and underpinned by international capitalism power of industrialized countries such as USA and UK, followed by other countries such as Japan and other developed nations and now globally. It can be said that, this is globalization. International regulations on food production and distribution were not adhered by certain countries due to high cost of production as fossil fuel price increases. This has put more pressure on developing countries who depend entirely on food products from these developed industrial countries. For instance, according to Jarosz, (2009), as the oil price increase, food price increases result in food crises. There are no clear rules and regulation to regulate free markets and trades so that food price may be control to avoid continues food crises. The rivalry of technology and food production to Safe guarding domestic markets. The ideology of competing in food production technology also restricted free flow of scientific information sharing and result in the retrenchment of the production of food. The accumulation of capitalism during the third regime and continue to increase today has prodded the trigger for more protection of domestic markets, and restriction on the flow of information on the production technology is seen as a priority for powerful countries. Jarosz (2009), pointed out that during this period, more emphasizes is put on technology to increase the application of synthetic fertilizer, pesticides and herbicides to enhance water management and plant breeding aimed at increased yields. The accumulation of competition in the production of foods and other goods and trades in the world market between industrialized countries has seen as an ignorance to stabilise food distributions to unprivileged parts of the world, particularly the Global South countries. The rivalry in production technology was affected by a more recent regime embedded within the third regime, a green environmental regime (green revolution) ideology bulged as pressure from the climate, financial and fuel crises accumulated through social movements. Social movements were formed and underpinned by countries who are affected by climate change crises mainly the third world or developing countries that continued to push for reduction on fossil fuel consumption. Even though measures were taken to addresses food distributions through establishment of institutions such as World Food Program (WFP) and Food and Agriculture Organization (FAO) and climate change issues addressed through earth summits, food cris es still remain a dilemma for developing countries. Personal Responses on the Influence of capitalism on current food crises. I will give my personal view on influences of capitalism on current food regimes (environmental regimes). The trend in the governance of different food regimes has shifted very rapidly as economic power base of industrialized countries accumulated due to increase population growth. During decolonization periods, the rise of state- system may have triggered farmers to hold on to their farms, a capitalism paradigm. Capitalism system started to emerge imperceptibly during the second food regime, due to free international market and free enterprise, and free flow of scientific and crop information. This scenario of free markets and information has foretold the future of food distribution and consumption of industrialized countries to be more aware of their domestic markets for local consumptions. Protection of niche market of products became a priority and allowing surplus of food products to be forced into international markets. The ownership of the means of food production particularly, has explicitly spread worldwide and the rules and regulations governing the means of production has become a barricade for free market and trades. I see this as a counter reserved to food distributions compared to the second food regime periods. The international and national policies on food trades are becoming more complicated as private individual and corporations competed to safe guard their space in the international market domain for profitable return on their products. Furthermore, looking at developing world, capitalism system has imprinted a more essence of division between the rich and the poor, in terms of food productions and consumption rate. If the state systems of developing countries do not function properly in terms of safe guarding its people from the influence of capitalism, this triggered food crises as recently experienced in Venezuela and Yemen. Conclusion (summary) In conclusion, capitalism system has change the way humans occupied space and places. Monetary ideology is dominating how people behaviour from individual to international corporations. The governance power based on strict rules and regulations developed through each food regimes has shifted the state -system of unification which knowledge, skills and free market are shaded to a more imperceptible one which are more restricted. For example, policy to set tariffs and restriction in order to protect domestic industries in powerful countries (Jarosz, 2009). This essay has discussed two features of capitalism, namely the governance (rules and regulations) during food regimes periods and the protectionism of production technology in International Food Corporation dominated by powerful countries which leads to rivalry or competition in technology on production. It is argued that rules and regulations set by industrialized countries or international organizations in order to control food productions and prices has adversely impacted the way food is distributed and accessibility to the developing world. Food crisis continued to hit parts of the world such as the current food crisis in Venezuela and Yemen. Protectionism of production technology by industrial countries does not allow for free flow of information limiting knowledge and skill transfers to other countries. Competition in producing goods and services has resulted in more competitive markets and increase in prices of goods. For smaller island nations or developing countries to compete in international markets with big players such as USA, UK, Japan and other industrialized countries is beyond their capacities in terms of resources. References Bernstein, H. (2015). Food Regimes and Food Regime Analysis: A Selective Survey. Campbell, H., Evans, D., Murcott, A. (2017). Measurability, austerity and edibility: Introducing waste into food regime theory. Journal of Rural Studies, 51, 168-177. Friedmann, H. (1993). The political economy of food: a global crisis. New left review, (197), 29. Friedmann, H. (2005). From colonialism to green capitalism: Social movements and emergence of food regimes. In New directions in the sociology of global development (pp. 227-264). Emerald Group Publishing Limited. Holt Gimà ©nez, E., Shattuck, A. (2011). Food crises, food regimes and food movements: rumblings of reform or tides of transformation? The Journal of peasant studies, 38(1), 109-144.

The Biggest Challenge Facing Social Work Today Essay -- Essays Papers

The Biggest Challenge Facing Social Work Today I f the profession of social work was a client we might say that she was wrestling with the psychosocial crisis of identity versus identity confusion. We might assess the conflicted issues from her childhood (casework versus therapy versus policy/administration), the inadequate mirroring she receives from her environment (a culture that needs her to help those who the culture pretends do not exist, but is also compelled to devalue her for the same reason), and the gender biases that help keep social work a low-status, poorly compensated profession. Depending on our theoretical interests we might perform various tasks with our client. We might offer ourselves to our client as idealized figures of power and generosity, evaluate the maladaptive cognitive processes that contribute to her impasse, or attempt to break up the sequences of negative reinforcement and sanctions that lock our client into someone else's agenda. Other professions, such as business, medicine, and law, vigorously identify themselves with expanding technologica...

Police scandals are an untallied cost of the drug war Essay

The FBI, the Drug Enforcement Administration, and even the Coast Guard have had to admit to corruption. The gravity of the police crimes is as disturbing as the volume. In New Orleans, a uniformed cop in league with a drug dealer has been convicted of murdering her partner and shop owners during a robbery committed while she was on patrol. In Washington, D. C. , and in Atlanta, cops in drug stings were arrested for stealing and taking bribes. New York State troopers falsified drug evidence that sent people to prison. And it is not just the rank and file. The former police chief of Detroit went to prison for stealing police drug-buy money. In a small New England town, the chief stole drugs from the evidence locker for his own use. And the DEA agent who arrested Panama’s General Noriega is in jail for stealing laundered drug money. The drug war is as lethal as it is corrupting. And the police and drug criminals are not the only casualties. An innocent 75-year-old African-American minister died of a heart attack struggling with Boston cops who were mistakenly arresting him because an informant had given them the wrong address. A rancher in Ventura County, California, was killed by a police SWAT team serving a search warrant in the mistaken belief that he was growing marijuana. In Los Angeles, a three-year-old girl died of gunshot wounds after her mother took a wrong turn into a street controlled by a drug-dealing gang. They fired on the car because it had invaded their marketplace. The violence comes from the competition for illegal profits among dealers, not from crazed drug users. Professor Milton Friedman has estimated that as many as 10,000 additional homicides a year are plausibly attributed to the drug war. Worse still, the drug war has become a race war in which non-whites are arrested and imprisoned at 4 to 5 times the rate whites are, even though most drug crimes are committed by whites. The Sentencing Research Project reports that one-third of black men are in jail or under penal supervision, largely because of drug arrests. The drug war has established thriving criminal enterprises which recruit teenagers into criminal careers. It was such issues that engaged law-enforcement leaders — most of them police chiefs — from fifty agencies during a two-day conference at the Hoover Institution in May 1995. Among the speakers was our colleague in this symposium, Mayor Kurt Schmoke, who told the group that he had visited a high school and asked the students if the high dropout rate was due to kids’ being hooked on drugs. He was told that the kids were dropping out because they were hooked on drug money, not drugs. He also told us that when he went to community meetings he would ask the audience three questions. 1) â€Å"Have we won the drug war? † People laughed. 2) â€Å"Are we winning the drug war? † People shook their heads. 3) â€Å"If we keep doing what we are doing will we have won the drug war in ten years? † The answer was a resounding No. At the end of the conference, the police participants completed an evaluation form. Ninety per cent voted no confidence in the war on drugs. They were unanimous in favoring more treatment and education over more arrests and prisons. They were unanimous in recommending a presidential blue-ribbon commission to evaluate the drug war and to explore alternative methods of drug control. In sum, the tough-minded law-enforcement officials took positions directly contrary to those of Congress and the President. One hopes that politicians will realize that no one can accuse them of being soft on drugs if they vote for changes suggested by many thoughtful people in law enforcement. If the politicians tone down their rhetoric it will permit police leaders to expose the costs of our present drug-control policies. Public opinion will then allow policy changes to decriminalize marijuana and stop the arrest of hundreds of thousands of people every year. The enormous savings can be used for what the public really wants — the prevention of violent crime.

Participant Observation -- Definition

Participant Observation Definition The participant observation method, also known as ethnographic research, is when a sociologist actually becomes a part of the group they are studying in order to  collect data and understand a social phenomenon or problem. During participant observation, the researcher works to play two separate roles at the same time: subjective participant and objective observer. Sometimes, though not always, the group is aware that the sociologist is studying them. The goal of participant observation is to gain a deep understanding and familiarity with a certain group of individuals, their values, beliefs, and way of life. Often the group in focus is a subculture of a greater society, like a religious, occupational, or particular community group. To conduct participant observation, the researcher often lives within the group, becomes a part of it, and lives as a group member for an extended period of time, allowing them access to the intimate details and goings-on of the group and their community. This research method was pioneered by anthropologists Bronislaw Malinowski and Franz Boas  but was adopted as a primary research method by many sociologists affiliated with the Chicago School of Sociology in the early twentieth century. Today, participant observation, or ethnography, is a primary research method practiced by qualitative sociologists around the world. Subjective Versus Objective Participation Participant observation requires the researcher to be a subjective participant in the sense that they use knowledge gained through personal involvement with the research subjects to interact with and gain further access to the group. This component supplies a dimension of information that is lacking in survey data. Participant observation research also requires the researcher to aim to be an objective observer and record everything that he or she has seen, not letting feelings and emotions influence their observations and findings. Yet, most researchers recognize that true objectivity is an ideal, not an actuality, given that the way in which we see the world and people in it is always shaped by our previous experiences and our positionality in the social structure relative to others. As such, a good participant observer will also maintain a critical self-reflexivity that allows her to recognize the way she herself might influence the field of research and the data she collects. Strengths and Weaknesses The strengths of participant observation include the depth of knowledge that it allows the researcher to obtain and the perspective of knowledge of social problems and phenomena generated from the level of the everyday lives of those experiencing them. Many consider this an egalitarian research method because it centers the experiences, perspectives, and knowledge of those studied. This type of research has been the source of some of the most striking and valuable studies in sociology. Some drawbacks or weaknesses of this method are that it is very time-consuming, with researchers spending months or years living in the place of study. Because of this, participant observation can yield a vast amount of data that might be overwhelming to comb through and analyze. And, researchers must be careful to remain somewhat detached as observers, especially as time passes and they become an accepted part of the group, adopting its habits, ways of life, and perspectives. Questions about objectivity and ethics were raised about sociologist Alice Goffmans research methods because some interpreted passages from her book  On the Run  as an admission of involvement in a murder conspiracy. Students wishing to conduct participant observation research should consult two excellent books on the subject:  Writing Ethnographic Fieldnotes  by Emerson et al., and  Analyzing Social Settings, by Lofland and Lofland.

Icicle, Another Good Word Down the Tubes

Icicle, Another Good Word Down the Tubes Icicle, Another Good Word Down the Tubes Icicle, Another Good Word Down the Tubes By Maeve Maddox I became aware of what is happening to the lovely word icicle when I read a poem in which it was spelled ice sickle. There was nothing in the context to suggest that the poet intended a pun. A web search showed me that theres a comic book character called Ice Sickle. Numerous clever photographers have posted pictures of icicles shaped like sickles and tagged them ice sickle. Many of the thousands of hits on ice sickle certainly refer to the comic book character or are deliberate punnings. However, as is inevitable when pop culture gets hold of a pun, its not long before the original word falls into obscurity. Hi. I installed gutter toppers on my eaves this summer†¦.How should I hang my strands on ice sickle lights being that the toppers are now in the way? Thanks! Reverse Ice Sickle in my dogs water bowl. I took this picture [this] morning. †¦ It is shaped like a triangle at its base. Pictures and albums about Icesickles published in outdoors Black and white ice sickles on my front porch after all the snow started to melt and refreeze. (Note: The photo shows standard icicles.) For those who may not be familiar with the standard meanings, here are some definitions from the OED: sickle: a. An agricultural implement similar in form and use to a reaping-hook, but properly distinguished from this by having a serrated cutting-edge. Figuratively, something having the curved or crescent form of a sickle†¦ icicle: A pendent ice-formation resembling a rod tapering downward to a point, produced by the freezing of successive drops of water falling or trickling from the point of attachment, as from the eaves of a house or other overhanging point. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Spelling category, check our popular posts, or choose a related post below:50 Slang Terms for MoneyList of Greek Words in the English LanguageEducational vs. Educative

How to Find a Good Job For Yourself When You Have Anxiety

How to Find a Good Job For Yourself When You Have Anxiety Finding the right career path for yourself is a daunting process under any circumstances. If you suffer from anxiety or similar challenges in your everyday life, career choices can seem downright overwhelming sometimes. Everyone faces situational anxiety occasionally, but clinical anxiety (disorders that include social anxiety, panic disorder, obsessive-compulsive disorder, generalized anxiety disorder, and phobias) has the potential make professional life more difficult. The good news is that your career is something you can take control of, regardless of a diagnosis- and sometimes making the right decision comes down to being flexible, and honest about what works best for yourself.That means that not every career is created equal. If you’re prone to anxiety, you likely don’t want to add too many potential stress triggers. After all, if your job is making you miserable day in and day out, that’s not a healthy professional arc for anyone. The key to balancing you r career with your anxiety (whether it’s general or social) is finding that sweet spot of doing something that you’re good at doing, and that makes you feel comfortable.Some tips for juggling your anxiety and your professional life.Be realistic about your strengths and limitations. For example, if you have social anxiety, a job working with directly with the public could make you totally miserable for 40 hours a week. Knowing up front what triggers or aggravates your particular brand of anxiety can help you figure out potential danger zones at work, and make choices accordingly.Be flexible. Let’s say you always thought you wanted to be an astronaut, but when you get further along the path, you realize that the stresses and claustrophobia of being in a spacecraft are giving you panic attacks and making you dread whatever comes next. Just because you always thought you should be an astronaut, or you’ve already gone through training, doesn’t mean you have to stay on that exact path. Be open to similar jobs that might not be exactly what you envision doing, but also don’t have the same obligations and stresses. NASA also needs people working in logistics, planning, math, all sorts of other departments. Don’t get locked into a specific idea of what you should be doing.Make your workday work for you. Don’t be afraid to look for accommodations that can be made to minimize anxiety-inducing factors. If constant multitasking and getting pinged all day with email requests spikes your anxiety, try to set up your day in blocks that can be set aside for specific tasks. Find ways to help curve the overwhelm before it happens.Be honest, but not TOO forthcoming. If you have an anxiety disorder, it’s not a good idea to put this in your cover letter or resume, or mention it in an interview. It’s actually illegal for potential employers to ask you about a disability or medical condition, so you don’t wan t to open that can of worms yourself. Instead, focus on the positive: the skills and processes you’ve developed to handle previous jobs, or ways of doing things that have worked best for you in your professional life. For example, if you’re asked about how you handle your daily workload, you don’t have to explain that you prefer emails over phone calls or stand-up meetings because you have social anxiety. You can just note that you’ve found it to be a more efficient and productive option in managing your day-to-day. Focus on the coping mechanisms that make you a better employee all around, not just a better employee with anxiety issues.Look for unorthodox or more flexible work arrangements. If you have severe social anxiety or OCD that makes going in public difficult, think about jobs that let you telecommute or work directly from home, or may be otherwise flexible about the more traditional â€Å"9 to 5 in the office† template.Remember that youâ⠂¬â„¢re an individual, with important strengths and skills. Everyone has Life Stuff that can interfere with everyday work life. Maybe yours just happens to be an anxiety disorder. Whatever your Life Stuff is, never forget that it’s just part of you, and that you bring plenty of skills and qualifications to the table that are not defined by your Life Stuff. Embracing it as part of who you are can help you develop a more fulfilling career for yourself.So if you do have anxiety, what are some jobs and fields that might work well with your anxiety, rather than against it?Medical Laboratory TechnologistHealthcare careers are absolutely booming right now, especially ones that deal in cutting-edge technology. Medical lab technologists collect samples from patients (blood, other body fluids, tissue, and other body substances) to help make a diagnosis or determine treatment. This job typically requires a bachelor’s degree in the sciences, and may require additional licensing or certification, depending on the state. The median salary for medical laboratory technologists is $50,550, per the U.S. Bureau of Labor Statistics.Why is it good for anxiety? If you suffer from social anxiety and do better in an environment with limited interaction with others, a lab can be an ideal setting. Working in healthcare can also help provide concrete goals that let you concentrate on the patient or test at hand, and tune out other anxieties.Veterinary TechnicianVeterinary technicians (or vet techs) provide day-to-day medical care for animal patients, working with veterinarians to diagnose and treat conditions and injuries in animals. To become a veterinary technician, you’ll need at least an associate’s degree in the field, and likely state licensing/certification as well. The median salary for veterinary technicians is $31,800, per the U.S. Bureau of Labor Statistics.Why is it good for anxiety? If the idea of working with humans stresses you out, animals can be a good alternative. You’ll always have human coworkers (unless you’re Dr. Doolittle), but being able to focus on the animals and their care may help alleviate some stress and anxiety for you.Elementary School TeacherElementary school teachers are on the front lines of educating our youth. These teachers are typically responsible for teaching general topics to kids (English/reading, math, science, and social studies), or may specialize in particular subjects or disciplines (physical education, art, music, school library, etc.). Teachers have bachelor’s degrees in education, and often a master’s as well (though many teachers complete their master’s degree after they start teaching). The median salary for elementary school teachers is $54,550, per the U.S. Bureau of Labor Statistics.Why is it good for anxiety? To some, the idea of standing in front of a classroom full of expectant young faces, ready to learn, can be terrifying. But hear me out- wo rking with kids may be less intimidating than working with adults, and having the structured goals of curriculum and classroom schedules can help with anxieties.Fitness InstructorFitness instructors work with classes or individuals to develop and maintain physical fitness. They can be trainers who work one-on-one with clients, or teachers who lead classes at gyms, spas, fitness centers, etc. There is no specific education requirement to become a fitness instructor or trainer, but many states do require that instructors and trainers become licensed or certified in the areas they want to teach. . The median salary for fitness instructors is $31,160, per the U.S. Bureau of Labor Statistics.Why is it good for anxiety? Many people find that working out, eating right, and performing advanced self-care helps with anxiety. If that works well for you personally, why not have it work for you professionally too? A career as a fitness instructor can help you channel your personal challenges and anxieties into helping others achieve results as well. This also has the benefit of being a very flexible job, letting you set up class schedules and appointments based on what works for you (full-time or part-time), and specializing in particular area of fitness expertise. If Extreme Bootcamp Monster Fitness isn’t your thing, teaching early morning yoga classes might be more your speed. It’s a field that can be tailored to your personal strengths and talents.Additionally, it is not a field with a lot of distractions. If multitasking is your biggest trigger, teaching fitness lets you focus literally on what your body (or your clients’ bodies) are doing at this moment in time.Landscape DesignerLandscape designers are responsible for planning and designing outdoor spaces like yards, gardens, lawns, and other outdoor spaces. Landscape designers typically complete a bachelor’s degree, plus an internship or residency program. The median salary for landscape d esigners is $63,810, per the U.S. Bureau of Labor Statistics.Why is it good for anxiety? Plants are known soothers, and like working with animals, it is kind of a built-in stress reliever. For people who have OCD or similar disorders, it can also be a way to focus on planning and details productively.If you have an anxiety disorder, you don’t have to suck it up and spend your career reacting to stressors. You have the power to choose a career path that works for you- and whether that’s in a field you’ve always wanted to go into, or an industry you hadn’t really considered before, you have the ability to make it work for you. Good luck!

Term Paper on Law Questions Essay Example | Topics and Well Written Essays - 500 words

Term Paper on Law Questions - Essay Example In that case, a trustor in Florida established a trust with a bank in Delaware had died, leaving her grandchildren as the beneficiaries. Prior to her death, she had lived in Delaware and later moved to Florida, and still performed acts of administration and received some proceeds of the trust. The heirs had filed an action in Florida against the bank in Delaware claiming that the trust should go to the Estate of the deceased. The court held in favor of the heirs, and declared that the money held in the trust should be included in the Estate. While the prior case was pending resolution, the grandchildren had also filed in Delaware an action for determination of distribution of the trust. After determination of the Florida case, the heirs had tried to introduce the decision in their favor in the Delaware case as a bar by res judicata, which was denied by the latter, stating that the Florida court did not have jurisdiction over the bank. Furthermore, the Delaware court held the trust to be valid and in favor of the grandchildren. By appeal to the U.S. Supreme Court, both cases were consolidated and the High Court held in favor of the Delaware court, stating that the Florida court could not exercise jurisdiction over a non-resident with only sporadic and inadvertent contacts with that State. The ruling stems from the settled rule that a party may not be called upon to defend an action in a foreign tribunal anent proof that h

Audit and Internal Control Issues Coursework Example | Topics and Well Written Essays - 1500 words

Audit and Internal Control Issues - Coursework Example In the next section, the report identifies the tests of controls to be performed for obtaining sufficient appropriate audit evidence in relation to purchases made during a year. Lastly, the report discusses the substantive procedures, which are to be carried out for the purpose of obtaining reasonable assurance as to the reliability and correctness of the information pertaining to inventory in the financial statements of the company. A. Key Business Risks, Possible Consequences and Risk Mitigating Strategies Since the company is going through a declining phase as far as profitability and sales turnover is concerned, it is pertinent to consider areas which require management’s attention. The increase in the employee turnover rate and the fact that there are few experienced professionals left in the accounts department of the company pose significant risks in relation to the operations of the company and the preparation and presentation of financial statements which are free fro m material misstatements. Apart from this, the increase in competitors of the business also poses a significant threat in future. All these risks can act together to result in a risk related to going concern of the business. From an auditor’s professional skepticism point of view, these risks and developments can have serious implications on the financial reporting and internal controls maintained by the company, since there is a possibility that management may try to manage earnings and overstate the sales revenue and profits of the business. In addition to this, greater employee turnover reflects that there is a continuous inflow of new inexperienced employees who are expected to be less aware of the procedures and practices followed in the company. Moreover, the company’s automated purchase management system is also regarded by the employees as inefficient due to the complexities and lack of user friendliness and hence the transactions are often recorded manually in the system. This manual practice of recording transactions is another area where fraudulent activities may take place and intentional misstatements may be made by the personnel responsible for data entry. Moreover, there are only two persons in the organization who possess skills to operate the system. Lastly, the composition of the board is also an area of concern; there are different affiliations of board members and there is a risk that the members may have some conflict of interest which may promote unethical practices (Rittenberg, Johnstone and Gramling 2011). Keeping in view these risks and their possible consequences, the company can take several steps to mitigate these areas and overcome these loopholes. First of all, there shall be appropriate measures taken to ensure that employee turnover is brought down to a minimal level in order to ensure that experienced and professional staff members are working in the company and therefore the function of financial reporting, in pa rticular, runs smoothly. On the other hand, there should be a resolution passed for the disclosure of director’s interest in Sucre Delights Limited and other companies, so as to identify and counter any conflicts of interest. The automated system shall be made more user friendly so that the users are able to run the system easily and are inclined to use it. Moreover, the fact that there are only two

Chinese and Japanese Buddhist Calligraphy Essay

Chinese and Japanese Buddhist Calligraphy - Essay Example Geographical features, cultural traditions, and religious beliefs have influenced art in in Asian countries. Calligraphy or the art of writing characters, one of the most ubiquitous forms of art, was practiced and revered in the Chinese cultural sphere. However, it later got spread across other Asian countries like Japan, Taiwan, Korea, and Vietnam, influencing the sensibilities and styles of different calligraphies. The art of calligraphy encompasses a sense of aesthetic richness that is estimated to have spanned over four millennia. It originated from a region of diverse cultures, traditions, and beliefs, contributing much to the writing art of Asian countries, particularly China and Japan. Building on the tradition of calligraphy, Japanese and Chinese arts developed a distinct style that sets it apart from the Western art and paintings. Both Japanese and Chinese Calligraphy originated and developed primarily from the ancient writing system of China. The discussion compares and con trasts the origins, forms, and inscriptions of Japanese Buddhist Calligraphy and Chinese Buddhist Calligraphy. Thesis: The similarities in Japanese and Chinese Buddhist Calligraphy are primarily based on the Chinese writing system from which they both originated. However, the differences that developed between the calligraphy styles can be attributed to the symbols, inscriptions, language, and the manner in which it is composed.

The Synthesis of Sulfanilamide Lab Report Example | Topics and Well Written Essays - 1000 words

The Synthesis of Sulfanilamide - Lab Report Example The use of the drug is based on the concept of metabolic antagonism. Sulfa drugs as antimetabolites act by competing with para – amino benzoic acid for incorporation into folic acid (ORPHDT, Chrles, 2003). Sulfanilamide (which is also known as 4-Aminobenzenesulfonamide) is a sulfonamide antibacterial. It belongs to a group of chemotherapeutic agents called sulfa drugs which were discovered in the 1930s. It has a molecular formula of C6H8N2O2S and molecular weight of 172.2049. It contains the sulfonamide functional group that is attached to aniline chemically. It functions by inhibiting competitively enzymatic reactions which involves para - aminobenzoic acid. When it is administered, it facilitates the dying of micro-organisms since the micro-organism are unable to make folic acid which is essential in cell division (TEBBUTT, Peter, 1998). It was the first drugs used successfully to combat diseases such as pneumonia, blood poisoning and meningitis. The general structure of sul fanilamide is as indicated in the graphic below. An example of this drug is methotrexate Other method of synthesizing Sulfanilamide Sulfanilamide is synthesized in several ways. The procedure outlined below can be used in the synthesis of sulfanilamide. Chemicals required Sodium Hydroxide Acetanilide Chrolosulfoic acid Hydrochloric acid Ammonium hydroxide Sodium bicarbonate Procedure: 2.5 ml of 0.1 Ml NaOH is added to the glass wall and 1.8 grams of acetanilide is placed in a dry 50ml Erlenmeyer flask. The acetanilide is melted by heating it gently with a Bunsen burner after which the flask is allowed to cool in the ice bath. In the hood, 5ml of chrolosulfonic acid is transferred to acetanilide and the flask is attached to the apparatus. After ten minutes, the flask is removed and heated in the additional 10 minutes in a hot water bath that is at a temperature of 70oC to facilitate completion of the reaction. Afterwards, 30 grams of crushed ice are then added to the 250 ml beaker an d the mixture transferred using a pipette (while stirring the mixture) onto the ice. The flask is then rinsed using 5ml cold water and then transferred to the beaker containing the ice resulting in the formation of a precipitate. The precipitate is then stirred to facilitate the breakage of bigger lumps. The beaker and the flask are rinsed using ice water. In the hood, a water bath is prepared in the 250 ml beaker at a temperature of 70oC after which the crude is then placed into the Erlenmeyer flask. 11 ml of dilute ammonium chloride is then added and stirred up to break up the lumps. The solution is then heated in cold water for ten minutes and allowed to cool by placing it in a water bath for several minutes. After cooling, the p-acetanidobezene is then collected on the Buchner funnel and the flask with the product rinsed with 10ml of ice water. The solid is then transferred to 25ml round – bottomed flask and 5.3 ml of dilute hydrochloric acid added. Boiling stones are the n added, reflux condenser attached and the mixture heated till the solid dissolves. The mixture is then refluxed for additional five minutes and then allowed to cool to room temperature. In case the solid appears, it’s then boiled again.100 ml o the mixture is then transferred to the beaker and drop – wisely, 5.0g of sodium bicarbonate added in the 10 ml of water while stirring constantly.After the addition, Sulfanilamide begins forming. Method used to prepare Sulfanilamide in

A Case Study of Two Entrepreneurs Essay Example | Topics and Well Written Essays - 1500 words

A Case Study of Two Entrepreneurs - Essay Example He is not only a hard worker but he finds the application of creativity to pure business solutions very invigorating. Because of his dedication to the industry he was awarded an OBE for services to the retail industry. He is keener in using skill and craft to come up with exclusive products and prefers to make simple dresses. He likes to work in a team. Conran’s designs are inspired by early garments of Coco Chanel and he is known for the elegant versions of the British tweed suits (Answers Corporation, 2010). He did not change his main collections every season and hence his garments were considered a long-term investment. He was a talented person but did not get the opportunity to expand to his fullest potential. Under a ten-year licensing agreement with the Marchpole Group Plc, Conran would be able to penetrate the European market with his menswear collection and expand the range to include accessories. However Conran did manage to position himself solidly in the British fashion scenario with clientele such as Diana, the late Princess of Wales. The motivation was from his father who too was a designer – Sir Terence Conran, known as the design guru (Donald, 2010). One of the top fashion designers, Conran has had a prosperous profession for the past twenty years (Mahalo, 2010). He was amongst the first designers to show at London Fashion Week. Over the years he entered into furniture, luggage, children’s wear, fragrances and fine bone china. Overall his collections personify sophisticated, authoritative lines. He started his career as a design consultant but within a year launched his own collections. He is the recipient of several awards in the fashion world. He has 45 different lines sold in 68 different countries (Roberts, 2009). Although he has it in his genes to be a designer like his father, but Conran did not find it easy to be the child of a living god who has to carve a place for himself in life. Conran has also entered

The big brother Essay Example | Topics and Well Written Essays - 1500 words

The big brother - Essay Example We had realized this basic fact even centuries ago. An authority to rule and regularize is a must for the very survival of a society. All the systems which do not own such a surveillance arrangement will get only history of failure. Either other forces win over them or they perish by themselves. Realizing the unavoidable role of an administrative authority, we are pursuing the search for finding good models. Many options are developed, but still difficult to point out a perfect one. Developing new models, facing problems when they are attempted practically, trying for other forms- this set of activities is a continuing process. It is not sure whether we can reach a completely foolproof system. Anyway the necessity of administrative systems makes it relevant to continue with the discussions and studies on this topic. Different administrative systems are having different features. On common points different systems may have contradictory approaches also. There will be people to support both the approaches. So it is difficult to rate administrative systems and differentiate as good or bad. The only thing one can do is to compare and explain merits and demerits of each and all systems. We can name enough administrative forms like democracy, imperialism and autocracy. But when we start discussing about one particular system it is quite sure to think about other systems also. Of course, in such thoughts and discussions some terms also will be so common. Big Brother is one among the very important and popular term in these sorts of studies. For so long the term is in use among students of administrative systems. The term Big Brother was used first by George Orwell in his novel Nineteen Eighty-Four. (books.google.co.in/bookshl=en&id=yxv1LK5gyV4C&dq=big+brother&printsec=frontcover&source=web&ots=ol68A61VMb&sig=yu_lbdDeMTS6kHyAZDugrC6KE6M&sa=X&oi=book_result&resnum=3&ct=result#PPA1,M1). Big Brother is being presented as the all powerful dictator of Oceania state. Oceania is a totalitarian state where the ruling party is all important and superior to all other power centers and individuals of the state. It is observed that everybody is under the surveillance of Big Brother all the time. Even a phrase "Big Brother is watching you" developed as an after effect. It is not clear from the novel whether Big Brother was a real man or not. But the Party presents Big Brother as a real leader and one important one among the founder leaders of it. He is considered to be the leader of revolution also. O'Brien, a character in the novel Nineteen Eighty-Four explains the cause which led to the development of Big Brother concept. According to O'Brien the aim of the Party is to gain power. It is not planning to create a heaven on earth. But need power only. The Party after capturing power is bothered only of remaining power, says O'Brien. To capture power they are thinking of bringing changes in the mindset of people. Make them stay off from enjoyments in life and Party believes that through this society also will undergo a change which will be favorable to the Party. If it is possible to bring this change in the society, the Party leaders hope that they capture power. Such a society will not have any good qualities like mercy or love. It will be a society with no space for art, literature or even science. Absence of such areas will give birth to such a situation in which people won't be having much topics other than party to think of.

The Synthesis of Sulfanilamide Lab Report Example | Topics and Well Written Essays - 1000 words

The Synthesis of Sulfanilamide - Lab Report Example The use of the drug is based on the concept of metabolic antagonism. Sulfa drugs as antimetabolites act by competing with para – amino benzoic acid for incorporation into folic acid (ORPHDT, Chrles, 2003). Sulfanilamide (which is also known as 4-Aminobenzenesulfonamide) is a sulfonamide antibacterial. It belongs to a group of chemotherapeutic agents called sulfa drugs which were discovered in the 1930s. It has a molecular formula of C6H8N2O2S and molecular weight of 172.2049. It contains the sulfonamide functional group that is attached to aniline chemically. It functions by inhibiting competitively enzymatic reactions which involves para - aminobenzoic acid. When it is administered, it facilitates the dying of micro-organisms since the micro-organism are unable to make folic acid which is essential in cell division (TEBBUTT, Peter, 1998). It was the first drugs used successfully to combat diseases such as pneumonia, blood poisoning and meningitis. The general structure of sul fanilamide is as indicated in the graphic below. An example of this drug is methotrexate Other method of synthesizing Sulfanilamide Sulfanilamide is synthesized in several ways. The procedure outlined below can be used in the synthesis of sulfanilamide. Chemicals required Sodium Hydroxide Acetanilide Chrolosulfoic acid Hydrochloric acid Ammonium hydroxide Sodium bicarbonate Procedure: 2.5 ml of 0.1 Ml NaOH is added to the glass wall and 1.8 grams of acetanilide is placed in a dry 50ml Erlenmeyer flask. The acetanilide is melted by heating it gently with a Bunsen burner after which the flask is allowed to cool in the ice bath. In the hood, 5ml of chrolosulfonic acid is transferred to acetanilide and the flask is attached to the apparatus. After ten minutes, the flask is removed and heated in the additional 10 minutes in a hot water bath that is at a temperature of 70oC to facilitate completion of the reaction. Afterwards, 30 grams of crushed ice are then added to the 250 ml beaker an d the mixture transferred using a pipette (while stirring the mixture) onto the ice. The flask is then rinsed using 5ml cold water and then transferred to the beaker containing the ice resulting in the formation of a precipitate. The precipitate is then stirred to facilitate the breakage of bigger lumps. The beaker and the flask are rinsed using ice water. In the hood, a water bath is prepared in the 250 ml beaker at a temperature of 70oC after which the crude is then placed into the Erlenmeyer flask. 11 ml of dilute ammonium chloride is then added and stirred up to break up the lumps. The solution is then heated in cold water for ten minutes and allowed to cool by placing it in a water bath for several minutes. After cooling, the p-acetanidobezene is then collected on the Buchner funnel and the flask with the product rinsed with 10ml of ice water. The solid is then transferred to 25ml round – bottomed flask and 5.3 ml of dilute hydrochloric acid added. Boiling stones are the n added, reflux condenser attached and the mixture heated till the solid dissolves. The mixture is then refluxed for additional five minutes and then allowed to cool to room temperature. In case the solid appears, it’s then boiled again.100 ml o the mixture is then transferred to the beaker and drop – wisely, 5.0g of sodium bicarbonate added in the 10 ml of water while stirring constantly.After the addition, Sulfanilamide begins forming. Method used to prepare Sulfanilamide in

The big brother Essay Example | Topics and Well Written Essays - 1500 words

The big brother - Essay Example We had realized this basic fact even centuries ago. An authority to rule and regularize is a must for the very survival of a society. All the systems which do not own such a surveillance arrangement will get only history of failure. Either other forces win over them or they perish by themselves. Realizing the unavoidable role of an administrative authority, we are pursuing the search for finding good models. Many options are developed, but still difficult to point out a perfect one. Developing new models, facing problems when they are attempted practically, trying for other forms- this set of activities is a continuing process. It is not sure whether we can reach a completely foolproof system. Anyway the necessity of administrative systems makes it relevant to continue with the discussions and studies on this topic. Different administrative systems are having different features. On common points different systems may have contradictory approaches also. There will be people to support both the approaches. So it is difficult to rate administrative systems and differentiate as good or bad. The only thing one can do is to compare and explain merits and demerits of each and all systems. We can name enough administrative forms like democracy, imperialism and autocracy. But when we start discussing about one particular system it is quite sure to think about other systems also. Of course, in such thoughts and discussions some terms also will be so common. Big Brother is one among the very important and popular term in these sorts of studies. For so long the term is in use among students of administrative systems. The term Big Brother was used first by George Orwell in his novel Nineteen Eighty-Four. (books.google.co.in/bookshl=en&id=yxv1LK5gyV4C&dq=big+brother&printsec=frontcover&source=web&ots=ol68A61VMb&sig=yu_lbdDeMTS6kHyAZDugrC6KE6M&sa=X&oi=book_result&resnum=3&ct=result#PPA1,M1). Big Brother is being presented as the all powerful dictator of Oceania state. Oceania is a totalitarian state where the ruling party is all important and superior to all other power centers and individuals of the state. It is observed that everybody is under the surveillance of Big Brother all the time. Even a phrase "Big Brother is watching you" developed as an after effect. It is not clear from the novel whether Big Brother was a real man or not. But the Party presents Big Brother as a real leader and one important one among the founder leaders of it. He is considered to be the leader of revolution also. O'Brien, a character in the novel Nineteen Eighty-Four explains the cause which led to the development of Big Brother concept. According to O'Brien the aim of the Party is to gain power. It is not planning to create a heaven on earth. But need power only. The Party after capturing power is bothered only of remaining power, says O'Brien. To capture power they are thinking of bringing changes in the mindset of people. Make them stay off from enjoyments in life and Party believes that through this society also will undergo a change which will be favorable to the Party. If it is possible to bring this change in the society, the Party leaders hope that they capture power. Such a society will not have any good qualities like mercy or love. It will be a society with no space for art, literature or even science. Absence of such areas will give birth to such a situation in which people won't be having much topics other than party to think of.

Quorn Revision Essay Example for Free

Quorn Revision Essay Introduction Branding creates attachments between consumers and brand: the stronger the attachment, the better the branding. Nothing connected with branding should surprise anyone any more (Frank, 2001). Whenever the word is spoken, it seems, there instantly follows some scarcely believable anecdote of corporations expanding, metastasising, covering more and more of our world and our culture, putting their mark in some unthinkable new spot or on some inviolable hero, ransacking the temples of art, laying claim to the legacy of the historical avant-garde, to that of religion, of bohemia, of the civil rights movement, of the left itself. We ride in subway cars whose every surface promotes an allergy remedy or the offerings of a TV network. We hear of masterbrands and megabrands (Frank, 2001).   And the claims attached to brands grow constantly: no longer simple guarantees of quality, brands are now thought to have a more high-minded aspect (Frank, 2001). The brand was everything, the very foundation of economic life. The brand was all that would survive, zealously protected and polished by a core of managerial workers, while the physical operations of the corporation were outsourced to those lands where people work for next to nothing (Frank, 2001). The most important thing to understand about integrated branding is that it is a model for building the most important asset any company hasits relationship with its customers (Lepla, 1999). If you understand that your best customer is the one you already have, then creating a rational system for deepening customer relationships is the logical next step (Lepla, 1999).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Zeneca PLC is a pharmaceuticals company that offers agrochemical and specialties chemicals. The company considers itself as a bioscience company that targets it RD, their abilities in technology and marketing enhance new products that will resolve the scientific problems of their customers and consumers. Zeneca is one of the biggest pharmaceuticals firm globally that holds 2.5% of market share of the said industry, Zeneca’s major competitors are GlaxoWellcome with 4.5% share in the pharmaceutical industry. Zeneca is also offering healthy new products.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Imperial Chemical Industries or ICI and Rank Hovis McDougall or RHM, came up with a synthetically developed, healthy substitute for meat, called Quorn. During the 1980’s there was a great opportunity on this product because of the trend in healthy living, however, true vegetarians snob this product because of egg content. However, after the initial research RHM sold its stocks to ICI.   Quorn became a direct substitute to chicken. The market of Quorn was mixed, QTI was integrated to different recipe cards. Marlow Foods’ tie up with supermarkets localized the distribution of the product and made difficult for them to have control and surpassed the demand of the product. In 1990, Sainburys developed meat alternative pies and penetrated the London market. Quorn was introduced to the supermarkets of Tesco, the direct competitor of Sainsbury, profits increased dramatically. In 1994, Quorn was re-launched with a mainstream advertising campaign and logo. PROBLEMS WITH QOURN The consumers of Quorn are obviously still does not fully understand the product because it has no definite characteristics of its own. The knowledge that it is synthetically produced consumers worry about eating it especially those who want to eat healthy. Although, Quorn has its own loyal consumers, however people view it as a fad and targets vegetarians only. Quorn was relaunched in 1994, it was repackaged with a new logo, and a new advertisement that will put Quorn in the mainstream healthy food instead as a vegetarian food. Recommendation Initially, the understanding of buyer behavior is one of the more perplexing tasks confronting every manager (Schiffman Kanuk 2000). The difficulty arises from the heterogeneity of buyers, from being groups of individuals who differ from one another. But notwithstanding differences, consumers do share attitudes, opinions, reactions, and desires at various times (Schiffman Kanuk 2000). Business experience, marketing research, theoretical constructs and models, and trial-and-error methods help to find some of the common denominators. Practically, Quorn has to make some essential decisions that are taken in developing an effective marketing mix for their products particularly their â€Å"veggie meats,† that should be based in the systematic knowledge of the consumers that make up its permanent target market (Johnson and Mullen 1990). Johnson and Mullen believes that understanding the behavior of the consumer is the most basic step in helping marketing authorities to visualize and predict future trends, reactions, and changes in the marketing mix. It may also serve as a reference in determining the potentials of new products and its adoption. Customers recognize the importance of knowledge in relation to the product being purchased. That is why Quorn should make a consumer behavior study regarding their products and that way the company will be able to identify the needs and wants of their consumers. Wong (2000) argued that a customer evaluates a product or a service. Such action is based on the customer’s reaction from the using the product or service, which means that the product or service should leave a good perception to the customer’s contentment. Ferguson (1992) explained that it can be ensured that a customer is satisfied by taking into importance the value package, which includes: price, product quality, service quality, innovation, and corporate image. Others also stated the importance of maintaining or establishing a uniqueness of the product, while also understanding customers and what pleases them (DeMooji, 1997). Customers should also understand the product and be allowed to set their own standards in order to be satisfied (Frederick and Salter 1995). Because of the implications for profitability and growth,   Quorn should give emphasis to their customer retention is potentially one of the most powerful weapons that companies can employ in their fight to gain a strategic advantage and survive in todays ever increasing competitive environment (Lindenmann 1999). Aside from having a strategic purpose, gaining customer loyalty is also a key corporate challenge today especially in this increasingly competitive and crowded marketplace because of the eventual profitability it will provide (Chow Holden 1997). Every business wants to have a regular customer base because customers dictate profits and how the customer is treated will reflect on whether the customers will remain loyal with the company or not.    This concept is illustrated by Mittelhauser (1997) in a study about the textile and apparel industry. Competition forces certain brand names to become stronger than others because of product loyalty and name recognition. Consumers tend to buy what is already familiar to them. Thus, it becomes imperative for retailing outfits, especially small or exclusive ones to build a steady base of customers to exist in the competitive marketplace. This relationship becomes mutually beneficial with the company, gaining steady profit and the consumer having the product/s of the said company. Consumers tend to buy what is already familiar to them (Farquhar, 1996). It becomes imperative for retailing outfits, especially small or exclusive ones to build a steady base of customers to exist in the competitive marketplace. Foss and Ellefsen, (2002) stressed that the relationship of consumers to certain brands are established through the individual’s concept of oneself. However, the company can go a step further and make additional profits by cross-selling as well as save money from having to acquire new or replacement customers. The consumer, on the other hand, can also do the same, by demanding benefits from being a loyal customer that companies would certainly give to maintain them. Previous researches have concluded that satisfied consumers are more loyal to the product as compared to unsatisfied customers (Aaker and Erich, 1999). Meanwhile, customers may remain loyal for a number of reasons and may not even be happy with the product or service. Customer loyalty becomes evident when choices are made and actions taken by customers (Watkins, 1998). Customer satisfaction refers to the consumer’s positive subjective evaluation of the outcomes and experiences associated with using or consuming the product or service. It refers to either a discrete, time-limited event or the entire time the service or product is experienced (Duffy and Kechand 1998). Satisfaction occurs when the product has been able to meet or exceed the conceived expectations that the customer has (Padilla 1996). Furthermore, customer satisfaction may also be considered as the measure of the high degree of quality of the product (Jacobs et al. 1998).  Ã‚  Ã‚   Crosby and colleagues (2003) deemed that once a product or service has been delivered or sold, its quality is believed to have been established.    Brand Management for Quorn Basing your product or service offerings on an integrated brand allows your organization to develop more saleable products over the long term by keeping it focused on your strengths as an organization. This focus opens it to new possibilities by broadening the corporate aperture from looking at what you are producing right now to looking at the bigger picture. Seeing the big picture is an essential prerequisite to company longevity. Strategy based solely on current product or service uniqueness ultimately results in decreasing market share, lower margins, missed opportunities, and price wars (Lepla, 1999).Integrated branding helps companies understand who they are and how to use that knowledge consistently to create better results. As with all worthwhile change, the process takes some investment in time and elbow grease up front, but results in a huge payoff (Lepla, 1999). Brand breadth is a function of not only the number and variability of products represented by the brand but also of the strength of association between the brand and the products it represents (Dawar, 1996). The strength of association is reflected in the retrievability from memory of product associations. This, in turn, influences the evaluation of fit of brand extensions. Two types of brands were studied: those with a strong association to a single product (and weaker associations with other products) and those with strong associations to multiple products. Results from an experiment showed that for brands with a single product association, brand knowledge and context interact to influence evaluations of fit for extensions to products weakly associated with the brand. For brands strongly associated with more than 1 product, context influences evaluations of the fit of brand extensions (Dawar, 1996). Given the importance of these associations, brand-extension researchers are now focusing on acquiring a deeper understanding of how cognitive representations of brands influence the evaluations of the fit of extensions with the original brand (Dawar, 1996). Ferguson (1991) reported that perceptions of brand-extension fit depend not only on similarity of product-based aspects, such as features or attributes, but also on the consistency of the extension product with an abstract mental representation, such as the brand-name concept. Primarily, Quorn can start the branding of their products with the effective use of media as an advertisement tool. Cultural diversity and the penchant for global fashion are increasingly reinforced in the media. Preferences for clothes, accessories and other fashion items rest on how a product is shown and perceived by the consumers around the world. Thus, advertisements are not only focused on a specific market but rather on the global market by universalizing their product and thus their brands. The potential influence of globally shared television images, the informational power of the Internet, or how displays of popular culture artifacts or consumer goods proffer modes of articulation for sharing surface identities based on styles (Ferguson, 1992). Being, first of all, a pragmatic market instrument, ads have an important side effect: they reproduce dominant ideologies, social structure, power relations and a global cultural. The products consume by individuals are wide spread markers of their social status, and they can be analysed as second-order signs, in Barthess terms, or to put it another way, as myths of consumer society: goods are imagined as magic latchkeys, letting one to come into the dream world (Ross, 2000). Fairytale narrative in a 30-second advertisement. Role of advertisements in socialization and construction of identity; representations of males and females and construction of their subject positions in advertisements (Ross, 2000). New brand extensions are generally supported by substantial communication efforts to build on existing product associations (Dawar, 1996). For brands like Quorn   with a single strong product association, and for extensions close to that product, communication could cue either the strongly or the weakly associated product. However, if the extension is close to the weakly associated product, context cues should primarily focus on it, especially if the target consumers are knowledgeable about the brand. Activating the strongly associated product would be a mistake in this communications should cue the product close to the extension product in order to maximize consumer perceptions of fit (Dawar, 1996). Dawar (1996) argued that the proximity construct refers to the distance of extensions from the brand concept. The strength of brand-product association was used to refer to the relation between the brand and its associations with existing products. However, empirically in psychological research, the two constructs are often treated similarly in that both distance and strength of association are measured using response latency. Quorn should recognize that these two constructs are independent and can be tapped using different measures. In this study we used response latency measures to determine strength of association and a card-sorting task to determine proximity-distance. Future research could provide additional insight into the orthogonality of these constructs by crossing levels of the two constructs. The memorability of a brand name and of copy items in print ads is enhanced by relations between the element to be remembered and other ad elements (Millard and Schmitt, 1993). Differences in brand-name memory were stronger on unaided recall measures than on brand-name recognition or brand-name matching measures. As argued before, this result suggests that interrelations among ad components are especially valuable for retrieval processes (Millard and Schmitt, 1993). It could be argued, however, that related ad elements provide redundant information which allows for guessing; that is, if an individual is exposed to the same information three times, then he or she has to remember less information than when three different items of information are presented. We believe, however, that it is not clear how an individual could find information to be redundant without noticing the relation between the two concepts that supposedly constitute redundancy. Bibliography    Aaker, David and Erich Joachimsthaler. 1999. The Lure of Global Branding.Harvard Business Review, 77 November/December,: 137-144. Chow, S Holden, R 1997, â€Å"Toward an understanding of loyalty: The moderating role of trust† Journal of Managerial Issues, vol. 9, pp. 275. Crosby, LB, Devito, R, Pearson, MJ 2003, ‘Manage your customers’ perception of quality’, Review of Business, vol. 24, no. 1, pp. 18+. Dawar, Niraj, 1996, Extensions of Broad Brands: The Role of Retrieval in Evaluations of Fit, Lawrence  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Erlbaum Associates. DeMooij, Marieke. 1997. Global Marketing and Advertising, UnderstandingCultural Paradoxes. Thousand Oaks, CA: Sage Publications. Duffy, J Ketchand, AA 1998, ‘Examining the Role of Service Quality in Overall Service Satisfaction’, Journal of Managerial Issues, vol.10, no. 2. Farquhar, Peter, 1996, Impact of Dominance and Relatedness on Brand Extensions, Lawrence Erlbaum  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Associates. Ferguson, M. 1992, in press,. Media globalization: Myths, markets and identities. London: Sage. Hofstede, G 1997, Cultures and Organizations: Software of the Mind, McGraw-Hill, New York, NY. Jacobs, FA, Latham, C, Lee, C 1998, ‘The relationship of customer satisfaction to strategic decisions’, Journal of Managerial Issues, vol. 10, no. 2, pp. 165+. Lepla, Joseph, 1999, Integrated Branding: Becoming Brand-Driven through Companywide Action, Quorum  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Books. Lindenmann, W 1998, â€Å"Measuring relationships is key to successful public relations†, Public Relations Quarterly, vol. 43, no. 4, pp. 18+. Millard, Robert and Schmitt, Nader, 1993, Memory for Print Ads: Understanding Relations Among Brand  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Name, Copy, and Picture, Lawrence Erlbaum Associates. Mittelhauser, M 1997, â€Å"Employment trends in textiles and apparel, 1973-2005†, Monthly Labor Review, vol. 120, p. 24. Padilla, R 1996, Review of literature on consumer satisfaction in modern marketing, Concordia University. Retrieved August 25, 2006 from http://www.pages.infinit.net. Ross, Cassandra, 2000,   Seeing Ourselves: An Analysis of Ideology and Fantasy in Popular Advertising,  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Queens  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   University Film Studies.  Ã‚   Submitted to Jean Bruce for FILM 231*: Media and  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Society I. Watkins, WM 1998, Technology and Business Strategy: Getting the Most out of Technological Assets, Quorum Books, Westport, CT.

Influence of Advertising on Children

Influence of Advertising on Children CHAPTER 1 Introduction This chapter provides general information on the influence of advertising to children by looking at different researches and surveys on media influence and implications on the behaviour of children. This research attempts to study the implications of advertising on the behaviour of children in the UK. The research aims and objectives are also provided in this chapter. 1.1 Influence of Advertising on Child Behaviour Technology has created more choices for people to gain an access to information. The development of modern technology enables all ages to access various types of information with unlimited access. Also, major advances in the media technology have created different and unique ways of providing products and services to several audiences. For instance, animation are used in various numbers of advertising to children, and the messages from these television advertisements affect children in gender role stereotype learning (Hogg Garrow 2003). These days, people cannot watch television, go shopping, or browse the internet without being flooded with advertisements (Dotson Hyatt 2005). Not only adults are exposed to these advertisements, but young children are also targeted by many advertisements with an attempt to sell these products and services to them, such as movies and food (Flew 2002). A research indicated that children under eight years old are more likely to accept advertising messages as been truthful and unbiased (Cohen et al. 2002). Therefore, it is difficult for children to see and examine the hidden agenda in thousands of advertisements they watch every year (Cohen et al. 2002). A study showed that many advertisements for toys, snack food, video games, and cereal are often targeted towards children. However, it is also crucial for parents to watch out for other advertisements. An example is beer and cigarette advertisements that are usually directed towards adults also have messages that can influence children (Shin Cameron 2003). According to Dotson Hyatt (2005), beer advertisements are shown very often during sport events. Beer advertisements are also seen by millions of young children. Research finding showed that these advertisements attempt to create both brand familiarity and positive attitudes towards drinking in children aged between 9 and 10 years old (Shin Cameron 2003). In addition, a research finding revealed that young children can be persuaded very easily by the messages of advertisements (Dotson Hyatt 2005). Young children believe that the messages in the adverts are truthful and unbiased, and this can cause unhealthy behaviours in children, including: Poor eating habits: This is a factor in todays youth obesity epidemic (Dotson Hyatt 2005). The most common advertisements directed towards young children include sweets, fizzy drinks, and other snack foods (Dotson Hyatt 2005). An increase in the likelihood of aggressive behaviour and less sensitivity to violence: Aggressive behaviour in young children is more likely to appear if a child is exposed to the advertisements for violent video games, movies, and television programs (Dotson Hyatt 2005). The research result also indicated that advertisements can be the cause of conflict between parents and children (Meech 1999). The research showed that commercials often get young children to want the advertised products and then pressurising their parents to buy it for them. As a result, the conflict between them takes place when the parents say ‘no (Meech 1999). 1.2 Advertising Implications and Health and Obesity Issues In 2003, the BBC revealed that corporate giants such as McDonalds, Cadbury Schweppes, PepsiCo UK, and Kelloggs faced a tough time from the committee of the Members of Parliament who had been holding a long running investigation into the state of the nations health (BBC UK 2003). McDonalds, Cadbury Schweppes, PepsiCo UK, and Kelloggs were accused of marketing high calories meals aimed at children, while neglecting the health implications of a fast food diet (BBC UK 2003). It was revealed by the Chairman of the Health Committee that some food commercials from these accused corporate giants failed to carry health warnings on the packages in similar manner to the tobacco (BBC UK 2003). Chairman of the Health Committee stated that a certain branded cheeseburger with fries and a milkshake would take nine miles to walk off, and this level is too high for young children (BBC UK 2003). It was reported that calorie content does not mean a great deal to people. However, the messages in the advertising are not sufficiently honest to their audiences (BBC UK 2003). An article in reputed medical journal called ‘The Lancet studied and suggested that celebrity endorsement of ‘junk food should be banned. Also, the scale of health and obesity problems have been highlighted in a report of the Food Standards Agency, claiming that some 15 per cent of 15 year-old children are now obese. This figure is three times as many as ten years ago (BBC UK 2003). In addition, the UK government admitted a serious concern about the growing incidence of obesity in the UK by putting new regulations on food and drink manufacturers who must follow the strict code of practice when producing adverts aimed at children (BBC UK 2003). Plans to improve school students diet have also been welcomed by the UK government. A research titled ‘Food Marketing and Advertising Directed at Children and Adolescents: Implications for Overweight (Apha Food and Nutrition 2004) indicates that there is a growing outbreak of overweight children. The unhealthy eating habits of young kids has brought attention to the possible role that food and beverage advertising and marketing play in influencing eating behaviours in young children. In recent years, youth consumers have become potential target market for the food and beverage industry because of their spending power, purchasing influence, and as future adult consumers. Therefore, young children are now the target market of the intense and aggressive food marketing and advertising campaigns. Marketers and advertisers have been employing multiple techniques and channels to reach youth consumers, beginning when they are still toddlers in order to develop and build brands and also encourage the product use when they are in their youth phase. These food marketing channels comprise of effectively and carefully developed marketing communications strategies. Examples include television advertising, in-school marketing, product placements, kids clubs, internet, products with branded logos, and youth-targeted marketing promotions like cross-selling and tie-ins marketing campaigns. It was also reported that foods targeted at children contain high fat, salt, and sugar contents which are the main causes of being overweight. In addition, television advertising and in-school marketing techniques are two of the most prevalent forms of marketing to young children. Television is reported as the largest source of media messages about food to children, particularly younger children. Moreover, a qualitative survey by the Office of Communication (2004) indicates that the average child or adolescent watches an average of three hours of television per day. It showed that young children may view as many as 40,000 commercials each year and food appears to be the most frequently advertised product category on childrens television, accounting for over 50 percent of all advertisements. The survey also disclosed that children view an average of one food commercial every five minutes of television viewing time, and they may see as many as three hours of food commercials each week. Several studies have documented that the foods targeted at young childrens television are mainly high in sugar and fat, with almost no references to fruits or vegetables. Young children and adolescents are currently being exposed to an increasing and unprecedented amount of food advertising and marketing through a wide range of places. It is revealed that young children have few defences against persuasive advertisements and misleading messages. 1.3 Restrictions on Messages of Advertising to Children In recent years, several studies were conducted to highlight and understand the implications of advertising on the behaviour of young children. These studies focus on different aspect. For example, Maher (et al. 2006) carried a research to investigate the changes in types of advertised food products and the use of nutrition versus consumer appeals in childrens advertising from 2000 to 2005. The results revealed that obesity is a serious and expanding concern especially the health of young children. The research further indicated that messages on food advertising have a major impact on eating behaviour. Children tend to ask for food advertised on television when they are eating out with families (Maher et al. 2006). Also, the research disclosed that food processors and restaurants have not changed their advertising messages to young children in response to the multitude of pressure the industry is experiencing (Maher et al. 2006). A recent study by the Office of Communication (OFCOM) revealed that restrictions were launched to eliminate misleading advertising to children. OFCOM published the results of its extended consultation on the television content and scheduling restrictions for food advertising at children. The Broadcast Committee of Advertising Practice (BCAP) has included the new restrictions in its Television Code and CAP (CAP News 2007). The new changes to the television restrictions are now known to all organizations involved in food and soft drink advertising (CAP News 2007). Recently, the BCAP and the Broadcast Advertising Clearance Centre (BACC) conducted training sessions for the industry and explained the new restrictions and implications of radio advertisements directed at children (CAP News 2007). The launch of new rules on advertising messages to children were based on the agreement of the committee members. The television content restrictions were put into place on 1st of July 2007, while the CAP code changes were published by 1 April 2008 (CAP News 2007). 1.4 Research Aims To examine the effect of advertising on children for the purposes of marketing To know the effect of advertising on a childs eating habit. To understand the opinion of parents on the role of marketers and advertisers. CHAPTER 2 LITERATURE REVIEW 2.1 Defining Implications of Advertising on Children According to Terry Flew (2002), advertising influence is referred to â€Å"The way in which the mass media in all of their forms affect the way the audiences act and behave in their daily lives. The forms of media include television, films, songs and other similar forms.†   Ã‚  Ã‚  Ã‚  Ã‚  (Flew 2002) Jostein Gripsrud (2002) revealed in a book titled ‘Understanding Media Culture that the rapid development of technology has had an impact over the growth of media and advertising over the past few years. He stated that the new forms of media such as the internet changes the way people consume media or advertise products and services. The fast development of media has raised questions on the issue of how media influences attitudes and beliefs of customers. Flew (2002) also disclosed that one of a popular passive audience theories is the inoculation model. This is a long-term affect model. This model explained that upon being exposed to advertisings messages, the viewers will become instantaneously immune to them (2002). Karen Hartman (2000) applied the concept of this model to conduct a research titled ‘Studies of negative political advertising: an annotated bibliography. Gripsrud (2002) argued against the concept of the inoculation model that there was no evidence that the inoculation effect can lead to negative perception, attitude and behaviour. In fact, Gripsrud (2002) said that there was only basic finding to suggest that people had even seen the information which would lead to negative perception. As a result, this concept is commonly discredited by media theorists (Gripsrud 2002). 2.2 Media and Advertising Implication on Children 2.2.1 Television Influence on Human Development Margaret Hogg and Jade Garrow (2003) highlighted in their research called ‘Gender, identity and the consumption of advertising that television advertising has the most influential impact in shaping ideas of appropriate gender role. They concluded that television had a significant impact on the lives of children, influencing attitudes about race and gender (Hogg Garrow 2003). Hogg and Garrow (2003) also claimed in their research that young children are exposed to around 20,000 advertisements a year. By the time they finished or graduated from secondary schools, they would have watched and witnessed many violent deaths on television which could lead to aggressive copycat behaviours (Hogg Garrow 2003). In addition, Michael Dotson and Eva Hyatt (2005) carried out a research to examine the major factors influencing childrens consumer socialization. The research findings showed that that pro-social and antisocial behaviour was influenced by television programs (Dotson Hyatt 2005). In a research entitled ‘Childrens television programming (Cohen et al. 2002), it was revealed that young children spend an average of thirty hours a week watching television programs. The study also indicated that children spend more time watching television than the time they spend on anything else with sleeping as an exception (Cohen et al. 2002). Furthermore, Kara Chan and James McNeal (2006) examined the effect of advertising on children in China. The main aim of their research was to examine how advertising ownership, media usage, and attention to advertising vary among urban and rural children in Mainland China (Chan McNeal 2006). The study also collected information regarding the context of media usage and time spent on various activities. A survey of 1,977 urban rural children age group of 6 to 13 year-old in four Chinese cities, including Beijing, Guangzhou, Nanjing and Shanghai, and in the rural areas of four provinces Heilongjian, Hubei, Hunan and Yunnan was carried out in March 2003 to May 2004 (Chan McNeal 2006). The questionnaires were distributed through sixteen elementary schools and local researchers were selected and trained to administer the data collection (Chan McNeal 2006). The research result indicated that media ownership and media exposure were high for television, childrens books, cassette players, VCD players and radios among both urban and rural samples (Chan McNeal 2006). In general, media ownership, exposure and usage were far higher among urban children than among rural children. However, the results revealed that television ownership and television exposure were slightly higher among rural children than among urban children. Chan and McNeal (2006) also claimed in their study that the urban-rural gap between media ownership and media exposure was more well-known for new media forms such as internet. Chinese children had low to medium attention to advertising. Rural children were reported to have a higher attention to television commercial than urban children, whilst urban children reported a higher attention to other forms of advertising than rural children (Chan McNeal 2006). 2.2.2 Advertising Influence on Child Behaviour Jobber (1974) conducted a research examining the implications television advertising had on consumers behaviour. His research presented and analyzed consumer reaction to television advertising. It assessed consumer attitude by the use of three criteria, including consumer feeling exaggerated and annoying advertising, the consumers subjective assessment of creative advertising and their assessment of their ideal type of advertisement (Jobber 1974). The research finding showed that consumer reactions were disturbing, indicating the uncomplimentary result which could reduce advertising effectiveness (Jobber 1974). In addition, Noor Ghani (2004) disclosed in a research ‘Television viewing and consumer behaviour that the effect of television programs on childrens development as consumers begins with consumer socialization. Ghani (2004) stated that television is an influential model for childrens expressions of nonverbal behaviour and emotion. A survey of Malaysian schoolchildren was studied, focusing on demographic variables, such as gender and family income. Ghani (2004) also considered personal trait, in relation to television viewing habits and consumer behaviours propensity to buy, time spent watching television, preferred type of programme etc. The research results indicated that the importance of family income is a predictor of the differences in socialization, while gender is less influential (Ghani 2004).The study also looked at six personality traits and revealed that an aggressive-passive personality is the most influential on socialization (Ghani 2004). 2.2.4 Media and Advertising Influence on Food Choice Preference A study examined the implications television advertisements on food and eating behaviour was conducted by Roger Dickson (2000). He described the background to and main findings from a three-year funded research project on the role of television in the food choices of young people. The research project investigated the nature and extent of televisions portrayal of food and eating of young peoples interpretation (Dickson 2000). The research finding indicated that food and eating habits were portrayed very frequently on the television advertisements in the UK, but the ‘message in television programmes contrasts with the ‘message in the advertising in the terms of nutritional content of the food depicted (Dickson 2000). Dickson stated that this disorder eating behaviours and contradiction reflected in young viewers accounts of their own eating habits. In addition, a serious public concern on ‘size zero boy size is another good example of television advertising and media implications on unhealthy eating habit of young generations. In an article titled ‘Primetime television impact on adolescents impression of bodyweight, sex appeal and food and beverage consumption (Hamp et al. 2004) investigated the issue. The research presented a content analysis of ten television programmes frequently viewed by twelve to seventeen year-olds consumers in the US. The research finding indicated that television viewing is ever-present in adolescent culture, but the influence of television characters on adolescent behaviours and social norms is not well understood among young audients (Hamp et al. 2004). Another survey conducted by posting questionnaires online to investigate the same issue with students aged between 12 to 19 year-olds from across the state of Arizona participated to complete the survey electronically. The data were assessed by tabulation, principal axis factor analysis and liner regression analysis (Hamp et al. 2004) The research results indicated that 12 per cent of the subjects had a body mass index for age over the 95th percentile, 50 per cent of them reported watching television two hours of each day, and 59 per cent reported accruing 60 minutes of exercise and physical each day (Hamp et al. 2004). The results also discovered that over 35 per cent of respondents reported eating pizza and pasta frequently (Hamp et al. 2004). In the drink category, beer and wine were seen as the most frequently consumed beverages on television, while 63.9 per cent of sample members reported soda as their personal beverage of choice preference (Hamp et al. 2004). The factors extraction from this survey revealed three-factor solutions: television viewers and perceivers, television viewers and doers. Significant predictors of body mass index for age included urbanity and survey questions related to bodyweight perceptions (Hamp et al. 2004). It can be concluded that television programs with the focuses on sex appeal, thinness, and alcohol may have a powerful effect on young people self-esteem, body satisfaction, and eating habits (Hamp et al. 2004). 2.3 The Survey Child Obesity Food Advertising in Context by Ofcom This section presents the executive summary from a survey findings investigated by the Office of Communication (Ofcom), focusing on childrens food choice, parents understanding and influence, and the role of food promotions. The full research results are available on Ofcoms official website http://www.ofcom.org.uk. A survey was carried out by Ofcom in 2004 to present the followings: Background data on national lifestyle changes Re-analysis of market data on family food purchase and consumption An analysis of The Broadcasters Audience Research Board (BARB) An analysis of data from Neilsen Media Research on the advertising market The content analysis of food advertising on ITV1 The summary of bespoke qualitative and quantitative research commissioned by Ofcom to identify implications on childrens food preferences, purchase behaviour and consumption, and the role of television advertising 2.3.1 Changing Lifestyle Effect British Food Culture The lifestyle trends in the UK include the rising incomes, longer working hours, increasing numbers of working mothers, time-poor/cash-rich parents support a ‘convenience food culture and the increased consumption of High Fat, Salt and Sugar (HFSS) foods. The demand for ready-meals in the UK grew by 44 per cent between 1990 and 2002. People in the UK are now consuming double the amount of ready-meals consumed in France, and six times the number in Spain. 80 per cent of households in the UK have a microwave, compared with 27 per cent in Italy (Ofcom 2004). The findings in qualitative research by Ofcom indicate that many mothers talked of having no time to cook meals. There was a feeling that real cooking is hard work. The abundance of processed products that do not need forward planning and require little effort, making it easy to produce food for children quickly and conveniently (Ofcom 2004). Also, the lack of preparation is important to older children who are likely to be preparing their own snacks. Ofcoms qualitative research found that breakfast and packed lunches for school are prepared in the morning rush, when mothers are particularly busy. The food industry has developed products, and many of which are high fat, salt, and sugar contents, targeting these eating occasions and markets them heavily to mothers and children (Ofcom 2004). The research results are also somewhat contradictory. There is some evidence that demand for take-away meals and affordable eating options outside the home are on an increase. The food industry has met such needs by the expansion of fast food outlets, and many of which sell high fat, salt, and sugar products (Ofcom 2004). The pre-prepared, convenience foods, take-away meals and eating-out, reduce parents control over what goes into food, making it more difficult to monitor high fat, salt, and sugar contents (Ofcom 2004). In addition, the convenient and pre-prepared meals are less likely to be eaten with fresh fruits and vegetables (Ofcom 2004). There is a continuously growing snacking culture amongst children who favours high fat, salt, and sugar foods consumption (Ofcom 2004).There is a decline on the number of occasions that a family eats together (Ofcom 2004). The food and grocery market has developed a range of chilled, frozen, and pre-prepared meals targeting children who eat without adults (Ofcom 2004). These ready-to-cook meals can be prepared without affecting dining patterns of the rest of the household (Ofcom 2004). There is an increasing of less controlling parents and child relationships. Children have more spending power and they are increasingly control their own eating patterns (Ofcom 2004). 2.3.2 What Children Are Eating? According to the research conducted by Ofcom (2004), it was reported that British children are reported to enjoy foods high in fats, sugars and salt, such as sweets, soft drinks, crisps and savoury snacks, fast food and pre-sugared breakfast cereals, which are well-known as ‘the Big Five (Ofcom 2004). Also, families are consuming more pre-prepared and convenience foods, which are high in fats, salt and sugar. This trend makes ‘a Big 6 of foods, urging dieticians and health professionals to have serious concerns (Ofcom 2004). Children consume well below the recommended amount of fresh fruits and vegetables (Ofcom 2004). The World Health Organization recommends at least five portions of fruits and vegetables per day (Ofcom 2004). Fresh fruit consumption in household has risen for much of the last twenty-five years, while fresh green vegetables consumption was 27 per cent lower in 2000 than in 1975 (Ofcom 2004). Furthermore, most kids do know that fruits and vegetables are good for them, but they prefer the taste of high fat, salt, and sugar food (Ofcom 2004). If young children do not want to get fat, it is because they perceive it to be unattractive (Ofcom 2004). 2.3.3 Factors Influencing Child Food Choices Psychosocial factors food preferences, meanings of food, and food knowledge Biological factors, such as hunger and gender Behavioural factors, including time and convenience and dieting patterns Family income, working status of mother, family eating patterns etc. Friends conformity, norms, and peers Schools school meals, sponsorship, and vending machines Commercial sites, such as fast food restaurants and stores Youth market and pester power Media factors, such as television advertising 2.3.4 The Role of Parents in Child Obesity According to the survey of the Gfk NOP investigated opinion on the role of parents in child obesity indicated that 79 per cent of parents have a great responsibility for the situation outlined in a recent publicity about child diet, while other groups are seen as having an important part to play, such as schools with 52 per cent and food manufacturers with 43 per cent (Ofcom 2004). About Just one third think the government (33 per cent) and the media (32 per cent) as for having great responsibility on the issue, followed by the supermarkets (28 per cent) and broadcasters (23 per cent) (Ofcom 2004). When the subjects were asked which one of the same groups could do most to ensure that children eat healthily, the research finding indicated that parents and family are named by 55 per cent of the respondents, followed by food manufacturers, schools, media, the government, supermarkets, and broadcasters (Ofcom 2004). The qualitative research conducted by the Ofcom suggested that the majority of parents often put off their child food preferences (Ofcom 2004). They also tended to serve their kids with high fat, salt, and sugar foods. These parents were more often to be found in the lower socio-economic groups in which money is tighter, and food choices in the area are more restricted (Ofcom 2004). The research results also showed only a minority of parents who seemed to exercise effective control over their child food choices. These parents were usually better off in the term of income, and they more often found in the higher socio-economic groups (Ofcom 2004). In addition, the qualitative research by Ofcome suggested that many mothers thought they know what a healthy diet is. However, these mothers were at a loss as to how to make the healthy diet attractive to their kids (Ofcom 2004). These mothers expressed that they would have to reject the whole categories of foods, such as dairy products, sugar, and carbohydrates. Such mothers believed the outcomes of healthy eating outlined in the media, lessening the risk of obesity and better dental health (Ofcom 2004). Moreover, the minority of more confident, better-informed, and middle-class, mothers were more proactive (Ofcom 2004). These mothers were aware of the long-term risks involved with unhealthy eating habits which could cause heart disease, diabetes and cancer. Such mothers do not exclude whole categories of food, but they were more likely to limit the use of high fat, salt, and sugar foods and exclude those with artificial additives (Ofcom 2004). 2.3.5 The Role of Schools in Child Obesity Ofcoms qualitative research in schools revealed that there was a formal coverage of diet and nutrition in classrooms, where teachers educate students about healthy food choices (Ofcom 2004). In addition, there was evidence that some schools were making successful attempts to provide healthy food choices and influence students to have health diets (Ofcom 2004). However, there was a little active supervision of what children actually choose to eat at schools during the lunchtimes. Moreover, most school provision appeared to be driven by what children wanted and could be seen as giving a seal of approval to eating high fat, salt, and sugar products which were popular among stents in both primary and secondary schools (Ofcom 2004). Regarding the barriers to healthier diet in schools in the qualitative research reported that finance is a key barrier to healthier provision in schools (Ofcom 2004). To make food provision cost-effective, schools to sell high fat, salt, and sugar foods because these products are what children like, want and will buy (Ofcom 2004). Thus, the vending machines bring in much needed income for the schools. Another key barrier to healthier provision in schools is that schools may lack of control over the food provision if contracted catering companies have power in terms of what food is provided (Ofcom 2004). These firms can be very resistant to moves towards healthier food which may be less popular among students and has an impact on the financial performance of their business operation (Ofcom 2004). 2.3.6 The Role of Television Advertising An academic research confirmed that numbers of hours spent in watching television correlate with the measures of poor diet, poor health, and obesity among both children and adults (Ofcom 2004). There are three explanations for this finding: Television viewing is an inactive activity that reduces metabolic rates and displaces physical exercise (Ofcom 2004). Television viewing is associated with frequent snacking, pre-prepared meals and fast food consumption (Ofcom 2004). Television viewing includes exposure to advertisements for HFSS food products (Ofcom 2004). 2.3.7 The Direct Effects of Television Advertising Academic research showed the modest direct effects of television advertising on child food preference, consumption, and behaviour (Ofcom 2004). It revealed that there was insufficient evidence to determine the relative size of the effect of television advertising on child food choice by comparison with other relevant factors (Ofcom 2004). In the context of the multiplicity of psychosocial, biological, behavioural, family, friends, schools, commercial sites youth market and pester power, and media factors were not surprising that they direct contribution of television advertising had been found to be modest (Ofcom 2004). According to the Gfk NOP survey results, when television advertising is put in the context of other influencing factors, the subjects believed that it does not have an impact on food choice preferences among parents and children (Ofcom 2004). However, it is rather small when compared to