Monday, September 30, 2019

The Magna Carta and the Constitution

The Magna Carta and the U. S. Constitution are closely related since the former is a cornerstone for the latter. Magna Carta The rule of law is enshrined in Magna Carta which was issued in 1215 by King John of England to appease land barons. The rule of law asserts that all persons must comply with laws of the nation irrespective of king or any other privileged person. Although Magna Carta is silent about king’s immunity, the document does impose limit on king’s power.The barons has the authority to invoke the provisions of Chapter 61 of the Magna Carta’s original version which states that the king should not ignore or violate the traditions, customs or laws and could not take any arbitrary actions against his subjects. 1 Magna Carta provides for rule of law, ensures fairness of laws, contains commitment to due process of law and gives respect for economic rights. While these rights were the privileges given to barons in England by way of declarations in Magna Ca rta, the founders of the U.  S. drew inspiration from Magna Carta and made these rights applicable to all the citizens of America and became part of the Bill of Rights. Magna Carta is therefore a source for the U. S. Constitution.The Bill of Rights 1791; which representing 10 amendments as part of the 1st amendment to the U. S. Constitutions. Clause 39 of Magna Carta provides that no freeman shall be punished except by lawful judgment by his peers or by the laws of the land. This was to prevent the King to deliver sentences without the authority of law.The U. S. Constitution provides for rule of law by which no person is above the law. In this context both, Magna Carta and the U. S. Constitution are similar. Whereas the Magna Carta was issued by the Monarch, the U. S. Constitution was given by Americans unto themselves. The 14th Amendment to the U. S. Constitution includes the stipulation of due process, this provides for fair trial before depriving any person of his life, liberty or property. The trial is what is meant by due process.Again it must be a fair trial as part of the due process. In The Magna Carta, the due process of law is known by law of the land and legal judgment of peers. In order to constitute due process, there should be a right to fair and public trial, right to be present at the trial, presence of an impartial jury, right to be heard as part of one’s own defense. Besides, the laws must be in written form, taxes must be for only public purpose, and property can be taken only for public purpose with due compensation.In this way The Magna Carta pales in comparison due to not being as descriptive as the U. S. Constitution for the meaning of due process. Both Magna Carta and the U. S. Constitution require that laws shall be fair and discriminatory. Thus, Magna Carta and the U. S. Constitution share many things in common. Magna Carta of 1215 was a bold initiative of the then King, without which the U. S. Constitution would have taken s till longer time to be what it is today.

Sunday, September 29, 2019

Food College

Change what people eat and you change their lives. Food is all about the stories that define our lives. When it comes to the rhythms and symbols of faith, it's easy to see the role that food plays. Food also reflects what people believe about family and community life. Understanding the role of food in cultural and religious practice is an important part of showing respect and responding to the needs of people from a range of religious communities. However, it is important to avoid assumptions about a person’s culture and beliefs. In my West Indian culture food plays a major role.A huge part of Western India is cosmopolitan in its food habits, but there is still plenty of traditional fare to be had. The cuisine of the Caribbean is like a cultural patchwork quilt. Food in the Caribbean reflects both the best and worst of the Caribbean's history. On the positive side, Caribbean culture has been compared with a popular stew there called Callao. The stew analogy comes from the man y different ethic groups peacefully maintaining their traditions and customs while blending together, creating a distinct new flavor.On the negative side, many foods and cooking techniques derive from a history of violent European conquest, the importation of slaves from Africa, and the indentured servitude of immigrants in the plantation system. Within this context, students and other readers will understand the diverse island societies and ethnicity through their food cultures. Island food culture is an essential component in understanding the Caribbean past and present.

Saturday, September 28, 2019

Cadbury Case Study

Students need to write a formal business report with a length of 2000 words using 12 pt fonts and 1. 5 spacing. The report must be handed in Week 7 (refer to the due date stated above). Please do not only focus on the article and the texts in getting the answers. Students are advised to refer to at least four (4) academic journals, with additions of materials from newspapers, magazines and Internet websites in analyzing and interpreting the case study questions. They need to acknowledge any borrowed citations or any information under reference lists by using Harvard Referencing System (Please refer to Communication Skills Handbook). Your report must be submitted to Turnitin and cleared. The allowable percentage of match is 25%. Upon uploading, please exclude the table of content, reference and bibliography lists. Do not forget to  attach together the first page of the Turnitin digital receipt on top of the hardcopy of your assignment. PLEASE DO NOT SHARE YOUR ANSWERS AND REFERENCES WITH YOUR FRIENDS. ASSIGNMENTS WITH HIGH PERCENTAGE OF MATCH (BASED ON TURNITIN REPORT) WILL BE PENALIZED! Sample of a Business Report (with word limits as an approximate guide for each section) Declaration Form† Cover Page (can be downloaded from ELearn) Turnitin digital receipt (first page) Cover Page †¢ Report Title: Individual Case Study – â€Å"Chocolate consumers feel guilty for the wrong reasons† †¢ Prepared for: Name of Lecturer Tutor Victoria University †¢ Prepared/Written by:Student Name VU ID No. †¢ Date of Submission: †¢ Tutorial Group: Executive Summary †¢ Inclusive of the:Introduction of the report Content of the report Conclusion and recommendations of the report †¢ Should be written only after analysis is completed. †¢ Do not repeat by using the same sentences and words as the ones used in the report. †¢ Must spell out and explain the summary instead of just â€Å"out-lining† it. Should not be exceeding one page length and paragraphing is encouraged. †¢ Guide – Approximate word count = 300 – 400 Table of Contents †¢ Titles and subtitles †¢ Page numbers †¢ Appendices (if attached) †¢ Must be typed and not handwritten 1. 0 Introduction (Must include thes e four main components) †¢ Purpose of writing the report †¢ Short summary of the case study †¢ Relevant marketing theory definition and explanation (Briefly) †¢ Guide – Approximate word count =300 – 400 (Make use of paragraphs) 2. 0 Problems/issues Identification 3. 0 Analysis †¢ No Assumptions and No own opinions! Only proven facts will be accepted. Every statement made must be referenced and listed under bibliography page and reference list. †¢ Do not use â€Å"I†, â€Å"We† when writing reports. Do not personalize the report but instead use third party language. †¢ Guide – Approximate word count =500 – 600 4. 0 Recommendations/Choices of solutions †¢ List the courses of action, which, the writer, think, is the most appropriate to the firm †¢ Be specific and not general in giving suggestions. †¢ Must be related to the facts mentioned in the case study article. †¢ Guide – Approximate word count =400 . 0 Conclusion †¢ Brief presentation of the major findings that have been discovered within the content of the report. (Do not repeat the things you have mentioned in the content because a summary IS NOT a conclusion! ) †¢ Guide – Approximate word count =200 List of References †¢ The reference list at the end of the report should be alphabetically ordered. †¢ You are required to refer to at least 4 academic journal articles and also to some numbers of texts, magazine/newspaper articles and websites. (Please refer to the Communication Skills Handbook on how to write referencing) IMPORTANT NOTE! YOU CAN ONLY USE THE ACADEMIC JOURNALS, WHICH CAN BE OBTAINED FROM DATABASES LIKE EBSCOHOST, EMERALD AND ETC. PLEASE REFER TO THE REFERENCE LIBRARIAN FOR FURTHER DETAILS. YOU CANNOT SEARCH FOR THESE MATERIALS USING WIKIPEDIA, GOOGLE OR YAHOO SEARCH. Appendices (optional) †¢ Should be kept at minimum †¢ If it is so detailed and long, put it into the content of report †¢ Give each appendix a number and a title and enter it into the Table of Contents †¢ Do not put in any of the journal articles that you have used for your report Note: 1. Students are to write using formal, business-like tone for this report. This means there should be no usage of â€Å"I†, â€Å"We†, and â€Å"You† in this report. 2. They are also encouraged to write clear and concise expression of English language. 3. There should be a logical flow of sequence. 4. The report should also be free from excessive spelling and grammatical errors. Hence, before submission, proofreading must be done. 5. Please also write the word count at the end of the report (after the conclusion section). INTRODUCTION TO MARKETING (BHO 1171) Individual Case Study (15%) Marking Sheet Semester 2, 2012 CRITERION |Very Good |Good |Satisfactory (met min. |Inadequate |Not addressed / Weak |Mark | | | | |requirements) | | | | |Introduction and |The issue/problem chosen is |The issue/problem chosen is |The issue/problem chosen is |The issue/problem chosen has |The ssue/problem is not |/2 | |problem/issue identification |appropriate and is clearly stated in| appropriate with elaboration |appropriate |limited relevance |identified | | |(2%) |the assignment with justification | | | | | | |Problem analysis and | |Can analyse a range of |Can evaluate the reliability of |Can analyse a limited range of |Fails to analyse information. /5 | |justification (5%) |Can critically review evidence and |information, select appropriate|information using defined |information. Limited only |Fails to evaluate or use | | | |analyse situations using a wide |techniques of evaluation. |techniques. Has given a factual |partially accurate evaluation of |techniques of evaluation, or | | | |range of techniques appropriate to |Appropriate issue/problem is |/or conceptual knowledge base |information using defined |evaluations are totally invalid | | | |the topic. Thorough explanation of |explained and analysed | |techniques | | | | |the chosen issue/problem and is well| | | | | | | |analysed | | | | | | |Formulation of alternatives |Recommendations with reliability, |Clearly explained |Relevant recommendations made |Vague recommendations, limited |No recommendations or are |/3 | |or possible solutions and |validity significance |recommendations which relate | |solutions |obscured by poor mechanics | | |recommendations (3%) | |closely to the case | | | | | | |Fluent writing style appropriate to |Language fluent. Grammar |Language mainly fluent. Grammar |Meaning apparent, but language |Meaning unclear /or grammar |/2 | |English expression |document. Grammar spelling |spelling accurate |spelling mainly accurate |not always fluent. Grammar /or |/or spelling contain frequent | | |(sentence/paragraph |accurate | | |spelling contain errors |errors | | |construction, spelling, | | | | | | | |grammar and punctuation) (2%)| | | | | | | |Use of relevant references | |Demonstrates wide range of |Uses some appropriate literature |Uses only very limited |Fails to use relevant literature|/3 | |and referencing in written |Demonstrates wide range of reading |reading from a variety of |material in the assignment. |appropriate literature material |material in the assignment. | | |report (3%) |including from academic peer |credible sources. Referencing |Referencing is mainly accurate. |in the assignment. Some attempt |Referencing is absent/ | | | |reviewed journals in the appropriate|is mainly accurate | |at referencing. unsystematic | | | |area. Referencing is consistently | | | | | | | |accurate both within at end of | | | | | | | |document | | | | | | ———————– TOTAL: /15

Friday, September 27, 2019

Report Essay Example | Topics and Well Written Essays - 1000 words

Report - Essay Example This is determined by the direction of the moment (Bansal, 2001). When the moment on the left of the force is clockwise and the moment on the right of the force is anticlockwise, the moment generated is considered positive. However, this causes the beam to bend and is also called the sagging moment. There are two types of loads, which cause moments on beams. These are either concentrated loads or distributed loads. Distributed loads have the weight spread over the significant length of the beam. However, the concentrated loads have their weight placed on one point of the entire beam. The shearing force in the beam is the chance that at that point, the beam is likely to slide laterally against the other portion of the beam. The diagrams below best explain the relationship between beams which have uniform weight distribution, their bending moments, and their shearing force distribution along the length. For a beam whose length is denoted as l with a distributed weight of w supported on both ends: The total weight acting on the beam is W*L= WL The reactive forces at both supports of the beam are obtained to be WL/2 (for each end of the beam) In order for the moments to be calculated, the force on the beam is assumed to be acting on the middle of the beam (L/2) (Bansal, 2001; Kassimali, 2010). The moments calculated about a point X length from the left of the beam, will be denoted as: (WL/2)*X – (WX)*X/2 = WL/2 * (L - X) The maximum shearing force will be WL/2, and the minimum shearing force will be –WL/2. There is no shear at the centre L /2. The moment is greatest here, according to the analysis. This can be found by replacing X with L/2 to give: M= (WL/4)*(L - L/2) = WLL/8 The ultimate limit state allows that the load allowed on the beam be 1.33*W, where W is the weight of the first plastic deformation of the beam. Thus, the initial load allowed on the beam, considering the ultimate limit state design, should consider that the beam is subjected to elasticity up to a certain extent (Kassimali, 2010). The solution W = 5KN + 1 KN = 6 KN L = 4000mm = 4M Shearing force: Wl/2 =6000N * 4m* 0.5 = 12000NM 12 KNM The maximum moment: WLL/8 = ( 6000*4*4) / 8 = 12000NM The ultimate weight allowed is, 1.33 * 6000 = 7980 N Question 2 The U-values are sum of all the thermal resistances of the materials used in the construction of the walls of buildings. This is also described as the sum of the inverse of all the thermal resistances in the materials used in constructing buildings. Thermal resistivity is a measure of a material’s property to fight the transfer of heat across a material, with a temperature difference across it. These values are obtained from already set British standards, published by the British Standard Institute. The units for this property are (m2k)/W. Fabric heat loss in materials occurs when there is a temperature difference between two different sides of that material. Due to the difference, the material experienc es a process of heat transfer from the hot side to the cold side. In the construction industry, it is important to obtain the heat loss values in order to know how to heat up buildings in winter, to a desirable temperature. The units for the U value are W/m2K, which is the reciprocal of the thermal resistivity (Yogesh & Jaluria, 2003). The thermal resistivity of the dense brickwork – 1.6 Thermal resistivity of wool batts - 0.048 Thermal conductivity of glass –

Thursday, September 26, 2019

Digital weaving Research Paper Example | Topics and Well Written Essays - 750 words

Digital weaving - Research Paper Example cess to information and the speed in which information today spreads to the rest of the world t has further enhanced the growth and development use of digital weaving. The computerized jacquard looms as well as the thread controller no. 2 (TC2) have been in use by different designers in creating weave pieces. Lia Cook and Catherine Amidei happen to be among the few fiber designers to show case their extra-ordinary art pieces to the world and reveal the role the computers play in the world of art today. Lia Cook is amongst the greatest fiber artists of the world and widely known for her remarkable contributions to the fiber art of the world. Having been a Professor of Art in one of the United States colleges in California-California College of Arts since 1976, she has gained a lot experience and useful in the fiber art production. The beauty of her work and her true talent has touched the hearts of many. Cook uses the digital Jacquard loom to create complex; very detailed and large-scale pieces of work of photos she had previously taken or old photos from her childhood (Weiss 10). In this regard, Cook weaves an image by use of the digital jacquard loom and makes it a monumental work that distinct itself from painting, weaving, photography or even the computer technology (Weiss 10-13). When one views Cook’s work from a distance, the images that is in black and white colors is clear and one can possibly identify the image and give a face to it since it looks like a real photog raph but when one is close enough to the image; ‘nose-to-nose’, the clarity of the image disappears and one notices that it is just a weaving and not the real photograph. Recently, Cook did integrate the use of ‘fiber tracks’ in her current fiber work. This is integration of neuroscience in art. It has been branded the art-neuroscience collaboration. Over the past few years, Cook has worked closely with a number of scientists to develop a brain-scanning machine that would reveal the

The film Circus as directed by Grigori Aleksandrov Essay

The film Circus as directed by Grigori Aleksandrov - Essay Example The jealous master eavesdrops in the conversation through a window and the acrobat goes to find out, only for them to stares at each other in utter disdain before the window is covered in snow. First, the camera illuminates the fast movement then the beating, and suddenly the shift to the ground as the woman falls. The angle at which the camera is held clearly brings out the movements at the stage and with absolute clarity. An aerial view in this scene was picked to show the woman on the ground and a direct view was also presented to highlight the actors. Tilting the camera from sideways has also been achieved well. The initial impact of the scene is to portray the social treatment of women in the Soviet Union. It brings out the disdain to the certain classes of people by their superior counterparts. The scene brings out social classification in the Soviet and how different races were regarded with contempt in that era. The scene is an integral part to the film as a whole and clearly elucidates the shift from social discrimination to integration. It is important to the plot and characterization of the film both as a comedy and as harsh and cool characters are both outlined clearly to the theme. The shots are clears and the mono lighting is well contracted such that actors are brought out. The sound is not too loud and the pitch is well modulated such that the singers use a crescendo when necessary. The wailing of the child and the singing are well to create a proper scene.

Wednesday, September 25, 2019

Term project part III Statistics Example | Topics and Well Written Essays - 750 words

Term part III - Statistics Project Example Similarly, businesses will come to a standstill if the crime rate is high in the city. This study will therefore inform the police department and other relevant bodies involved in combating crime on the measures that are needed to be undertaken in order to mitigate crime rate in the cities. Since the study seeks to relationship between city crime rate and the number of uniformed forces in those cities or any other variable, the city dwellers will form a desired representative sample population for the study. This means that the city dwellers will form the target population for this particular study. So as to obtain a representative sample, the population will comprise all the adults over 18 years old regardless of gender, race or place origin of the respondents. Since it is not possible to interview all the city dwellers, a random sample of 400 participants will be selected. A systematic random sampling will be used to select the participants into the study. That is, the study will identify 8 cities of interest from which 50 respondents will be drawn. The data set will be obtained from the FBI and local city websites. Questionnaire will be the main tool to be used in collecting the views of the people. The variables of interest in this case will be crime rate (dependent variable) and explanatory variables (number of uniformed forces, mean income per year, education level and population size). Each data set for every variable was sourced from websites of local city and FBI. The data set for education level variable was obtained from this website: www.census.gov/ Descriptive statistics, particularly histogram, was used to analyse each variable. The histograms presented below, by visualization, show that all the data set followed a normal distribution (the data set is normal). From the all the histograms below, most of the observations were around the mean at least for each variable. This concentration of

Tuesday, September 24, 2019

Professional Aspect of Care Essay Example | Topics and Well Written Essays - 2000 words

Professional Aspect of Care - Essay Example This will enable the nurses to practice autonomously and be accountable for the health care practices to ensure they respect dignity and human rights. Professional nurses must meet the physical and mental health needs of all the patients regardless of their ages, races, and ethnicity. They must meet patients’ needs in all settings that include homes, health centers, and communities. Professionally, nurses have to be caregivers, patient advocates, councilors, leaders, managers, teachers, and coordinators (Dawoud & Maben 2008 p. 1). As caregivers, nurses have to understand the patients’ needs through communication for him or her to support them emotionally through their attitudes and actions. Care giving also involves performance of health care activities that patients cannot do autonomously. Nurses should not only demonstrate physical professional care, but they should also develop close emotional relationships with patients through communication. The contemporary care-g iving role entails knowing that patients feel insecure by communicating with them. Indeed, such feeling may threaten their ability to cope. The role requires empathy, which makes the nurses to be aware of the individuals’ emotional state and need for support (National Quality Board 2012). Teaching is also part of nurses’ profession that is vital in the current health care arena because it enhances communication. Nurses give information to patients according to their health care needs (Nicol &O’Caroll 2007 p. 3). For example, the information that nurses should communicate to patients entail explanation of the procedures involved in diagnosis processes and self-administration of medications. Additionally, nurses should teach the patients how to manage wound care, and the restorative exercises such as the ones done after mastectomy. While educating the patients regarding the health care practices, nurses have to give patients the chances to make choices concerning the issues affecting their health through appropriate communication (Dawoud & Maben 2008 p. 1). They should not force or give advice to the patients about any treatment decisions. They should only give them the potential alternatives and support their decisions. Furthermore, nurses should participate in creating awareness to the communities about the health care issues. While creating awareness they have to build effective relationships with clients through communication. In addition, they should encourage them to join community groups that offer financial and emotional support (Royal College of Nursing, 2012 p. 1). Professional nurses are also coordinators in any health care settings. For example, nurses who manage care should coordinate with the one who delegates care through communication processes (Westrick &Dempski 2009 p. 23). Additionally, nurses have to coordinate with doctors to develop a good relationship between them. This coordination is vital in health care units becaus e doctors depend on nurses in obtaining most of the patients’ information. Acquiring important information from nurses reduces the occurrence of medical errors that risks the patients’ lives (Carvalho, Reeves & Orford 2007 p. 29). Nurses should also be counselors for them to develop effective therapeutic relationships. As counselors, nurses have to communicate effectively with patients to make them develop positive feeling and behaviors in the health care settings. Counseling is vital when nurses are offering the potential alt

Monday, September 23, 2019

Interactive marketing Case Study Example | Topics and Well Written Essays - 3500 words

Interactive marketing - Case Study Example Consequently the rapidly growing division in the insurance business is the incorporation of wide-ranging business processes, for instance underwriting policies, executing policy controller services, and reporting argues into workflow structures. Sensitive industry antagonism, augmented customer hopes and requirements for larger effectiveness are chief drivers shoving the insurance business to reassess its tactics and to adjust its long-established in use processes. Insurance organisations, such as ABC Insurance, should gather the advantages of modernised Web-based flow mechanisation, lessening expenses of operations and cutting decision making time. By employing online automation, ABC can divest the vastness of this practice and enhance profits by giving end users direct access to their records online instantaneously and letting them to deal their own service requests, ask for an excerpt and even join and download a policy (Liang, 2000). Sharing and swap of confidential information between numerous public and corporations need by insurance industries. The test is how to achieve this harmlessly and cost effectively while promising customer trustworthiness and keeping high levels of customer satisfaction. Likewise it is essential to certify that only authorised staff can access restricted consumer statistics or supervise claim records in line with the Privacy laws. ABC insurance should bring variations to the marketplaces that permit representatives and customers to directly conduct the dealing of insurance. This process can be considered a great innovation by handing over not only information access but also operational transactions to the end user. The revolution will have the following impact on the insurance industry (Cockburn, 2001): Upgrading level of service to clients, Noteworthy cost reduction Versatile flexible, groups and products presented, Updated procedural effectiveness Better control of technology. 2. Outline of the analysis with reasons of the selections The link between Knowledge Management and Marketing Strategy (Smith, 2004) is the key to Web-based Insurance Structure of ABC Insurance and will enable this organisation to find gap between knowledge and marketing strategy (Refer figure 1). Figure 1: 2.1 Modernised form of Insurance The function of Internet and associated information technologies is to create and allocate insurance functionalities. In an

Saturday, September 21, 2019

Russian Cuisine Essay Example for Free

Russian Cuisine Essay Food traditions are vary around the globe. Some people start the day with a heavy breakfast, some eat a light breakfast, well for me I dont even eat breakfast sometimes. Others have a heavy lunch or heavy supper. Russians have a long cultural history that stretches back centuries. Their food traditions are not that different from many other European cultures, but they do have their differences. Breakfast Generally, a traditional Russian breakfast is warm and healthy. Most Russians start the day with fine, rich and diverse foods. Porridge is one of the more popular traditional Russian breakfasts. Its quick and easy to make, and can be blended with fruits. Porridge goes well with other breakfast foods such as eggs. Eggs are served scrambled or fried and often are used in sandwiches with meat. Pancakes with butter, sour cream or jam are popular. For drinks, fairly strong coffee or tea is served. Lunch Lunch is similar to many European cultures that call for a heavy lunch during the busiest time of the day to keep energy levels high. A three-course lunch is traditional in Russia. Soup usually begins the meal. Traditional Russian soups include borscht, solvanka, rassolnik, okroshka, and mushroom soup. After soup, a meat dish is served. Popular meat dishes include beef goulash, stroganoff, pork chops, goose with apples, and stuffed cabbage rolls. The meat dish is served with salads and a large side dish. A traditional Russian side dish may include potatoes, pasta or porridge. Potatoes are fried and heavy, and the porridge usually is made of buckwheat. Dessert is light; it often is a glass of tea or a piece of fruit. Midday Snack A midday snack (or poldnik) is an important part of Russian tradition. Its typically eaten after or at the end of work to hold one over until supper time. A traditional poldnik consists of a collection of fruit, or fruit salad, combined with cake, crackers or toast. Its typically something light and healthy. However, more modern poldniks consist of variety of foods, such as coffee and a sandwich or a light salad. Supper In Russia, supper time is when the family sits down, relaxes and talks about the day. The structure of supper is similar to the structure of dinner, but there usually is no soup. Similar meat dishes are eaten at supper, and the side dish is similar. However, supper is the time when Russians pay more attention to dessert. Traditional Russian desserts range from various pancakes, rasstegai and kulebiakato ice cream, fruits and tarts. Night Snack After supper but several hours before bed, Russians enjoy a light evening snack. Most of the food and calories for the day have been eaten in earlier meals. A light night snack keeps people going until bedtime. A night snack is something such as yogurt or kefir. Fruit also is a common night snake. Thankyou (bo ga de lu)

Friday, September 20, 2019

Impact Of Celebrity Endorsement On Consumer Purchase Intention Marketing Essay

Impact Of Celebrity Endorsement On Consumer Purchase Intention Marketing Essay Celebrity endorsement has become a modern day staple of advertisement strategies, used to create distinctive competencies in increasingly competitive industries. This is especially the case with the telecom sector of Pakistan, which is one of the countrys most profitable industries and thus the level of competition is fierce and companies often resort to celebrity endorsement to impact consumer purchase intention. This research study aims to study the nature of the relationship between celebrity endorsement variables and purchase intention. The use of previous studies in this field has created a common set of variables that combine to form the celebrity endorsement factor and as such these variables have been extracted from the literature review. The identified variables are: image-fit, brand recognition, likeability, trustworthiness and attractiveness. The research primarily used a quantitative method for analysis as the author wanted the results to be less subject to the authors own intuition and thus his own bias. This analysis was obtained from questionnaires and formed the basis of the data used to regress the variables with each other. Overall, the regression and cross tabulation results concluded that all five variables had a significant impact on purchase intention with brand recognition and trustworthiness being given the highest value by consumers in terms of affecting their purchase intention. Acknowledgements I would like to express my gratitude to all those who helped me during the whole of my project. I gratefully acknowledge the help of my supervisor, Professor Fareedy who has offered me invaluable advice throughout the project. He has spent time and energy to aid in the completion of this project and none of this would have been possible without his patient instructions, insightful criticisms and expert guidance. I would also acknowledge the enormous support and advice received from my dear friend, Ammar Hameed, without whom this thesis would not have been of the quality that it is now. Table of Contents Chapter I: Overview Introduction Advertisement plays a vital role in the economy; it is the foundation upon which this fast paced world learns whats new and available. To sell a product in the competitive global market has become a challenging task. Homogenous products and brands make it difficult to choose from. Minor tweaks in design and voila a new product is ready for the shelves. However advertisement is major difference between the brands and their products and services. In order to survive in this trade, companies require sales to increase which would establish a label for the company seemingly creates a sense of belonging between the consumer and the product. This sense of belonging is awakened in the hearts of the purchasers by going along with celebrity endorsements where consumers can relate to their favorite celebrity that leads on to influencing demand for that brands product or service. When relating to celebrities, it is vital that companies choose celebrities who are up in the popular rating hence strengthening the scope of accomplishment in gaining market share for the particular brand, product or a service. It can be said that the popularity and the association of the celebrity with the brand has a direct relationship. As the popularity level goes up, so does the image of the brand in question. The basic idea of the endorsement is quite simple. General consensus is that people like celebrities, if those celebrities say that they like a product or a service naturally people will like what they like. It is as if by magic celebrities transfer their popularity from themselves to the products. Endorsement also might symbolize quality or any other related virtue. In order to sell a product we need to advertise and what could be better than to advertise on the shoulders of already successful sales i.e. celebrities. It is thus that this research project seeks to understand the how celebrities, and specifically their attributes affect, both positively and negatively, the purchase intention of the consumers and hence the title: Impact of celebrity endorsers attributes on consumer purchase intention Background The history of celebrity endorsement of products dates back to the 1760s. Josiah Wedgwood, the founder of the Wedgwood brand of pottery and chinaware, also called the father of the modern brand ; he used royal endorsements with regard to his brand to create a sense of aura and position the brand in such a way as to exceed its value in comparison to the value created by the product and services offered. The cigarette industry signed on entertainment personalities and used them in its ads in 1905. Since radio became commercial in the late 20s and the invention of TV screens in the 40s, celebrities have done commercials. Western culture has always flocked to the notion of a celebrity driven culture; whereby celebrities dictate the trends of the post-modern materialistic culture. Endorsements help the companies to gain strength in the market in order to be part of the consumers purchase basket. By doing so, sunrise companies prosper and develop into bug giants. Celebrities have a growing interest of the consumer population hence that image and aura is used in relation to a brand to influence the purchase decisions of people all around. This mechanism allows for change in tastes and interests with regard to the celebrity endorsement. Aristotle once said, Any brand can get a celebrity that is easy; but getting a celebrity consistent with the right brand to the right degree at the right time for the right purpose and in the right way; that is not easy. Significance of the Study The usage of famous ambassadors or celebrities in the department of marketing intervention and communications is growing since the late 1970s and has exalted to a percentage of nearly 25% at the end of the 1990s. Some researches show a positive direct economic effect of these famous endorsements despite they are very expensive. It ought to be of greath worth to the companies to know what product/brand goes with which celebrity in light of the expected outcome. Celebrity endorsements amount to millions of dollars in investments and the investment has to be on the mark to produce fruitful results. However to ensure soundness of the investment, appropriate time and money is alloted to the marketing department to match the product with the celebrity keeping in view the popularity ranking of the celebrity in question with forecasted predictions of his/her future public stance. This research measures the Impact of celebrity endorsers attributes on consumer purchase intention to keep a chec k on the consumers behavior patterns in relation to the associated celebrity endorsement. However, Although, marketing strategies if well directed could improve the message getting across thus creating a suitable link between the brand and the celebrity. In light of this, the planning process of the message and the brand equity management should cater to the celebrity appropriately. The research itself would focus on Lowe Raufs client, Nestle and how celebrity endorsements affect consumer purchase behavior and brand equity for milk. The milk industry in Pakistan is an ever growing industry with multiple competitors and multiple ad agencies vying to create effective communication channels for these brands. Milkpak for the first time in Pakistan is not the market leader and as such the use of celebrity endorsement is an effective way of readdressing that balance. Time Frame The time frame for this research project is 5 months, starting from August and ending in December. Research Proposal Submission (August 2012) Revisions to Proposal (1st September 2012) Literature Review (1st September 2012) Hypothesis Generation (1st September 2012) Theoretical Framework (1st September 2012) Methodology (1st September 2012) Data Collection (22nd September 2012) Data Compilation (6th October 2012) Data Analysis (13th October 2012) Results and Findings (20th October 2012) Final Submission (3rd November 30th 2012) Resources Zakria Fawad (Account Manager, Nestle) served as the primary source of reference as he handles the Nestle and Stylo accounts within the firm. Prior case studies generated by Lowe and Rauf also served to help gather further information of the research topic and as such was a useful resource. The GM, Anwar Kabir, was the secondary source of information, providing further insight as to the workings of the firm at a macro level. Chapter II: Lowe Rauf Lowe Rauf Lowe Rauf, Pakistan is an affiliate of Lowe and Partners international, which itself is a unit of Interpublic Group, one of the four biggest advertisement companies in the world. Situated in Karachi, Lowe Rauf firsts established itself in Pakistan in 1951 as an in-house agency of Unilever and gradually morphed into an independent company after a decade. This new independent company was called R-Lintas and was headed by Mr. Rauf who saw it grow and morph into one of the key players in Pakistans advertising industry. In the mid 90s, R-Lintas opened its doors to the Lahore market as well and has been thriving ever since in the city, creating many memorable campagins for some of the largest players in the industry, including but not limited to: Lux, Dalda, Nestle, Unilever Foods, Unilever Non Foods. In 2003, R-Lintas was taken over by Lowe and Partners International and was changed to Lowe Rauf Pakistan ever since with a new philosophy that focuses on fusing local ideas into everyday products that is known in its offices as, Populist Creativity. Mission Statement: Populist Creativity engage the many not the few to achieve top client satisfaction Vision Statement: To create the most significant, cultural and profitable IMCs in Pakistan Clients: Surf Excel, Walls, Nestle (all products), Mitchells, Rexona, Knorr, GFC fans and Stylo shoes. The Lahore office specifically caters to Nestle, GFC, Mitchells and Stylo. The most famous campaigns include: Kha Badami for Walls Daagh tau achay hotay hain for Surf Excel Commander Safeguard for Safeguard Rio Biscuits from Rio for Peak Freans Goals Objectives (2012) Continuous and stringent current client satisfaction for the next 3 years Develop effective communication channels with current client affiliates Increase research into changing consumer expectations based on the past 5 years Build and sustain corporate relationship with overseas subsidiaries Create IMC programs that consistently challenge, innovate and surprise Attract top industry clients whose contract terms with rivals are about to be expired IMC Services Offered IMC Strategy Formulation TVC Campaign Planning, Creation Execution Print Media Campaign Planning, Creation Execution Digital Media Campaign Planning, Creation Execution Media Production Media Buying Public Relations Strategy Press Releases Market Research Organizational Structure The Interpublic Group of Companies sits at the top of the chart with Lowe Partners followed by the local agency, Lowe Rauf, within Lowe Rauf, the Lahore office and the Karachi office function independently, with differing clientele. The Karachi office has eight different departments which include: Account Service, Account Planning, Creative, Finance, Media Buying, Production, Human Resource and Research. The Lahore office shares these resources for some functions, while running independently for others and thus it has smaller set of departments. It has a separate, Account Service, Creative, Media Buying and Production department, while the rest are shared with the Karachi office. Organizational Chart [Source: Lowe Rauf, Pakistan (2012). Organizational Structure, People Procedures Manual, pp. 3] Functional Departments Account Service Department: This department acts as a liaison between the agency and the client. It is responsible for maintaining the client portfolio along with working with the creative department and the client to ensure that information flows smoothly and to maintain a good working relationship with the client so that future work can also be brought in. The account services department, typically the account executive works to create a creative brief, which forms as the basis upon which the creative department comes up with ideas. Account Planning Department: The role of the account planning department is fundamentally to formulate a strategy that will drive all campaign objectives forward in a manner that is consistent with the agencys goals as well as the clients needs and the consumer perception of the brand in question. It is thus the most important department in the agency. Account planners frequently work with the research department because it is based on the information provided by the research team that they form their strategy and plans. Creative Department: The creative department is responsible for coming up with ideas for all campaigns. They use the creative brief provided by the account service department and use that to create print and TVC advertisements. The concepts created by this department are related back to the account service department which shows them to the client for approval. Often creative need to come up with multiple concepts because clients can be finicky and choosy. Media Production Department: The media production department is responsible for producing the TVC or print idea that the creative department has come up with. Once the final idea for the advertisement has been approved by the client, this department works with the creative department to create the advertisement so that a final form can be aired on television or published in newspapers, magazines etc. Media Buying Department: The media buyers use their sources and contacts to purchase advertising space wherever required at the cheapest rate possible. It is thus important to have a very low turnover rate within this department as one of the major ways through which lower rates are gained are through the media buyers contacts. These people also need to be aware of costs with regards to different locations, timings special occasions so that they can act upon it quickly, before the competition. Human Resource Department: The Human Resource Department, like any HR dept. at any organization is responsible for the planning and managing of personnel within the organization. This department mostly uses internet and websites to satisfy personnel needs, however sometimes newspaper advertisements might also be used. Market Research Department: The market research department is constantly in contact with consumers of different clients to understand how, when and why are consumer perceptions changing with regards to new campaigns and changes to brand. They also track brand health and measure equity if the client desires. Finance Department: Like with any other organization, the finance department controls all costs and cash associated with the firm at all levels. Market Strategy and USP Lowe Rauf follow a differentiation strategy in that their services are slightly expensive than most of the competition, however they make up for it by providing efficient services, that are uniquely creative as well as the fact that they are one of the fastest agencies in terms of creating campaigns. That is their major differentiating factor as well as the fact that they are highly experienced in FMCG goods and have a very successful portfolio with Surf Excel, Walls, Nestle, etc. USP: Their unique selling proposition is the fact that they can create uniquely creative advertisement campaigns within 10 days. Financial Statements Lowe Rauf Income Statement 2009 2010 Sales Rs. 22,145,385 Rs. 37,275,400 Direct Cost of Sales 0 0 Other Production Expenses 0 0 Total Cost of Sales 0 0 Gross Margin 22,145,385 37,275,400 Gross Margin % 100.00% 100.00% Expenses Payroll 9,965,423 16,773,930 Sales and Marketing and Other Expenses 3,321,808 5,591,310 Depreciation 0 0 Leased Equipment 0 0 Utilities 110,000 110,000 Insurance 0 0 Rent 1,110,000 1,110,000 Payroll Taxes 1,494,813 2,516,090 Other 0 0 Total Operating Expenses 16,002,044 26,101,330 Profit Before Interest and Taxes 6,143,341 11,174,071 EBITDA 6,143,341 11,174,071 Interest Expense 491,467 893,926 Taxes Incurred 1,535,835 2,793,518 Net Profit 4,116,038 7,486,627 Net Profit/Sales 18.59% 20.08% [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 17] Lowe Rauf Cash Flow Statement 2009 2010 Cash Received Cash from Operations Cash Sales 5,536,346 9,318,850 Cash from Receivables 15,501,770 26,092,780 Subtotal Cash Received 21,038,116 35,411,630 Expenditures Expenditures from Operations Cash Spending 10,939,820 18,414,048 Bill Payments 5,890,672 9,915,256 Subtotal Spent on Operations 16,830,493 28,329,304 Additional Cash Spent Long-term Liabilities Principal Repayment 2,100,000 2,100,000 Purchase Other Current Assets 0 0 Purchase Long-term Assets 0 0 Subtotal Cash Spent 18,930,493 30,429,304 Net Cash Flow 2,107,623 4,982,326 Cash Balance 10,522,869 15,505,195 [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 18] Lowe Rauf Balance Sheet 2009 2010 Assets Current Assets Cash 10,522,869 15,505,195 Accounts Receivable 5,787,578 8,527,857 Other Current Assets 1,331,100 1,331,100 Total Current Assets 17,641,547 25,364,152 Total Long-term Assets 0 0 Total Assets 17,641,547 25,364,152 Liabilities and Capital Current Liabilities Accounts Payable 1,157,516 1,705,571 Current Borrowing 0 0 Other Current Liabilities 0 0 Subtotal Current Liabilities 1,157,516 1,705,571 Long-term Liabilities 10,055,682 14,457,567 Total Liabilities 11,213,197 16,163,138 Paid-in Capital 12,700,000 12,700,000 Retained Earnings 2,155,612 -3,987,641 Earnings 4,116,038 7,486,627 Total Capital 6,428,350 9,201,014 Total Liabilities and Capital 17,641,547 25,364,152 Net Worth 6,428,350 9,201,014 [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 19] Chapter III: Industry Competitors Local Industry Pakistans media network has gained new benchmarks as compared to yesteryears. Once being an agriculturally dominated, Pakistan has developed in this aspect. Cable and television being accessible to wherever there is electricity and road side billboards being the hub of advertisement. Be it radio, television, billboards or internet, advertisement market of Pakistan has expanded its outreach whereby it is now creating alliance with celebrities from overseas and setting aside endorsements as per the requirement of the current times. This opportunity of hiring non- Pakistani celebrities for brand image reaches new popularity levels that were previously held by Pakistani entertainers. Pakistan is increasingly following in the footsteps of the Western world by adopting a celebrity driven culture; where latest trends, fashions and ideas are modeled after various celebrities. History is witness to the fact that investments in celebrity endorsements in Pakistan have increased rapidly in the l ast decade or so hence increasing the quality of competition as well promoting innovation in marketing strategies as well as product development. This chain of events have allowed Pakistan to grow in the positive direction hence creating awareness and increasing knowledge of the general public by means of massive advertisement projects in relation to gaining total strength of the consumer population. Huge investments require similar increases in revenue. Brand image once embossed within the consumers then the companies get their safe haven until they reap the fruit of their own mistakes. Thus companies are increasingly using celebrities to endorse their brands by either publicly using their product or appearing in advertisements for said products. The aim is to increase sales of the product by getting consumers to change their purchase behavior and buying more of the product (either by consuming it in greater quantity or buying more of the product). However celebrity endorsement does not automatically guarantee greater success, nor is the effectiveness same for every brand of a particular celebrity. Thus it becomes important for organizations to understand how celebrity endorsement affects their brand. The purpose of this thesis is to study the impact that celebrity endorsement has on a brand as well as the factors that determine the effectiveness of the endorsement for the brand in order to maintain successful brand recognition. Competitor Analysis The local Pakistani advertising industry is brimming with a multitude of advertising agencies and each day it seems a new one is opening up around the corner. However, most of the top agencies in Pakistan have been around for decades and have a stable client base with which they operate and conduct their business with. Orient McCann: McCann-Erickson is an affiliate of the Interpublic Group of Companies and is a multinational advertising agency with some of the largest and lucrative clients in the world. McCann Erickson combined with a local corporation, Orient in 1996 to form Orient McCann in Pakistan. It soon established itself as one of the best agencies in Pakistan and currently has the highest market share with major clients as Habib Bank, KFC and LOreal. Synergy Advertising: Synergy Advertising has made a name for itself in recent years by winning the award for the best print advertisements in Pakistan. It has also gained strides by roping in Moiblink as its client along with Engro Polymer and NBP. Synergy is the second largest advertising service in Pakistan today. JWT: JWT, another international company with significant backing has been in the industry for over 20 years and has some of the most loyal client base in the industry. JWT prides itself on providing discounts and other deals to its clients, which are unmatched in the industry. Its major clients include Bank Alfalah and Asiatic Bank. Interflow: Interflow was established in Pakistan in 1979 and was initially slow to get off the ground. However over the last 10 years it has consistently performed well and with international clients such as Samsung and LG, it continues to build its reputation in the market. Manhattan International: Manhattan International is one of the few advertising agencies, certainly the only recognizable agency in Pakistan that is actively affiliated with its international office. Most other agencies, including Lowe Rauf are independent organizations with the same set of rules and principles; however Manhattans strongest point is that it can take the help of its international counterparts for campaigns and that is why they are strong in Pakistan, even though they have been here for a very short duration. Their biggest client at the moment is PIA. Pak Media Com: Pak Media Coms claim to fame has been one intensely popular campaign that has made them famous on the circuit. That campaign is the recent Ufone advertisements which have taken the industry by storm. Deemed to be the most recognizable and most appreciated advertisements amongst teenagers and young adults, these advertisements have put Pak Media Com on the map. Midas: Midas has started relatively recently in Pakistan and has been able to get the Indus Motor Company as their clients, along with a recent contract with Samsung post 2012, once their partnership with Interflow expires. This has made them a prominent player in Pakistans increasingly competitive advertising landscape. Evernew Entertainment: Evernew Entertainment has been around for over 20 years but has slowly seen a decline in its client base with the emergence of new players in the industry. It still has a few significant clients, such as Dawlance, which make them a worthy competition even now. Mindshare Pakistan: Just like Evernew, Mindshare has also been in operation for a long time but has a dwindling client base, however with Nokia still in their portfolio, they are deemed significant enough by the other agencies. Argus Advertising: Argus Advertising is not a large firm (as compared to the others on this list) but they have a very large, very profitable client in Sony. Although their client base is limited, the presence of Sony in their portfolio has been the envy of many Pakistani advertising agencies. Competitor Form Sheet [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 21] Financial Ratio Comparison Lowe Rauf with Argus Ever new Ratio Analysis Lowe Rauf Argus Evernew Sales Growth 9.60% 7.20% 11.40% Percent of Total Assets Accounts Receivable 32.17% 42.06% 35.75% Other Current Assets 7.20% 5.74% 3.41% Total Current Assets 100.00% 100.00% 100.00% Total Assets 100.00% 100.00% 100.00% Current Liabilities 5.89% 6.46% 5.42% Long-term Liabilities 57.60% 34.46% 13.63% Total Liabilities 63.49% 40.93% 19.05% Net Worth 36.51% 59.07% 80.95% Percent of Sales Sales 100.00% 100.00% 100.00% Gross Margin 100.00% 100.00% 100.00% Selling, General Administrative Expenses 106.55% 85.91% 74.60% Advertising Expenses 21.25% 16.22% 15.09% Profit Before Interest and Taxes -2.60% 22.01% 37.23% Main Ratios Current 16.97 15.47 18.45 Quick 16.97 15.47 18.45 Total Debt to Total Assets 63.49% 40.93% 19.05% Return on Net Worth -29.16% 72.40% 80.99% Return on Assets -10.65% 42.77% 65.56% Additional Ratios Year 1 Year 2 Year 3 Net Profit Margin -6.55% 14.09% 25.40% Return on Equity -29.16% 50.68% 56.69% Activity Ratios Accounts Receivable Turnover 3.79 4.6 2.9 Collection Days 56 78 82 Accounts Payable Turnover 12.05 12.17 12.3 Payment Days 27 26 29 Total Asset Turnover 1.63 2.13 1.81 [Source: Lowe Rauf, Pakistan (2012). Financial Statements, People, Procedures Manual, pp. 17] Chapter IV: Literature Review Literature Overview From a marketing perspective, it is important to understand each and every aspect that has an impact on the brand (and product). Hence there are innumerable studies that have dedicated themselves to understanding the factors that lead to an increase in marketing effectiveness and leading to the ultimate aim of greater purchases and greater brand equity. Celebrity endorsement is one such factor that impacts purchase behavior and as such there have been studies that have been dedicated to not only studying the impact of this variable but also how it can be utilized to increase marketing effectiveness as well as the precautions that must be taken into account. The following reviews consist of studies relevant to this study. Celebrity Endorsement Hidden Factors to Success T