What impressions do we gain of Oedipus as a king and as a man Essay Example For Students

What impressions do we gain of Oedipus as a king and as a man Essay The play Oedipus Tyrannus is a famous tragedy written by an ancient Greek tragedian called Sophocles. The main protagonist of this play is Oedipus, happens to complete a prophecy that stated that he would kill his father and marry his own mother. Like in almost all greek tragedies, Oedipus is the tragic hero here and from the prologue and the first episode one may think that the tragic flaw or the weakness of the tragic hero is his intense anger. The play begins with a dramatic situation where the Thebians are undergoing a deadly plague. In the opening scene there is a civic gathering where the desperate Thebians ask for help from Oedipus. This is a key scene in the play, because Sophocles uses it to portray Oedipus as a good King from the very beginning of the play. In fact the opening line suggests that Oedipus has a sense of paternal benevolence from the way in which he addresses his Thebians as his Children. (l. 1) This can be further seen in other points of the opening speech where he says that I would be a hard man Not to feel sympathy for a gathering like this. (l. 12-13) We will write a custom essay on What impressions do we gain of Oedipus as a king and as a man specifically for you for only $16.38 $13.9/page Order now From the way he sympathizes for the Thebians, one can understand that he cares for his people. Sophocles highlights another good characteristic of Oedipus that makes him a good king in his opening speech: his dutifulness. I thought it wrong to rely on the reports, Of others, so have come here myself (l. 6-7). This again manifests his availability as a king and his dutifulness. As the play goes on, an emotive side to Oedipuss character is also shown where he empathizes with the Thebians about the horrific situation. Believe me, Ive shed many tears (l. 66) . Another quality of Oedipus is being open to his people. An example from the play would be when Creon returns from Oracle and suggests to go inside to speak about what the Oracle has said about the reason of the plague, and where Oedipus says Speak out in front of us all. I suffer more For these people than for myself (l. 93-94) This could be a good characteristic of a King although this shows that he doesnt think around in situations because here he could have risked to be nominated as the pollution directly by the Oracle. At times the lack of diplomacy could be quite dangerous. One of the main features of Oedipus as the King and as a man is his taking of immediate, swift actions. The first situation in the play where the audience notices this is where he sends his brother-in-law to the Oracle as soon as he finds out about the plague. I have sent Creon, my own brother-in-law, to Apollos shrine, in Delphi, to see if he can find out What I can say or do to save the city (l. 69-72) Here his rapid acts to seek a solution seems efficient to his role of King, although in other situations he tends to jump in to immediate conclusions. For instance when Tiresias accuses Oedipus of having killed the Laius,I say you are the murderer youre looking for (l. 62) Oedipus straightaway points the finger at Tiresias blaming him to be plotting against Oedipus to make over throw to pass the throne to Creon. Vicious slander (l. 363) These words show the signs of his rising temper. its me youre trying to throw out, thinking that you Will stand at Creons side when the throne is his. (l. 399-400). A characteristic that that belongs to Oedipus as a king and as a man is his tragic flaw: His acute anger, which leads him to jump into immediate conclusions and to take terrible swift actions. .uab0f411b98c619efe2faf6117fcc3aa1 , .uab0f411b98c619efe2faf6117fcc3aa1 .postImageUrl , .uab0f411b98c619efe2faf6117fcc3aa1 .centered-text-area { min-height: 80px; position: relative; } .uab0f411b98c619efe2faf6117fcc3aa1 , .uab0f411b98c619efe2faf6117fcc3aa1:hover , .uab0f411b98c619efe2faf6117fcc3aa1:visited , .uab0f411b98c619efe2faf6117fcc3aa1:active { border:0!important; } .uab0f411b98c619efe2faf6117fcc3aa1 .clearfix:after { content: ""; display: table; clear: both; } .uab0f411b98c619efe2faf6117fcc3aa1 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uab0f411b98c619efe2faf6117fcc3aa1:active , .uab0f411b98c619efe2faf6117fcc3aa1:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uab0f411b98c619efe2faf6117fcc3aa1 .centered-text-area { width: 100%; position: relative ; } .uab0f411b98c619efe2faf6117fcc3aa1 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uab0f411b98c619efe2faf6117fcc3aa1 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uab0f411b98c619efe2faf6117fcc3aa1 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uab0f411b98c619efe2faf6117fcc3aa1:hover .ctaButton { background-color: #34495E!important; } .uab0f411b98c619efe2faf6117fcc3aa1 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uab0f411b98c619efe2faf6117fcc3aa1 .uab0f411b98c619efe2faf6117fcc3aa1-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uab0f411b98c619efe2faf6117fcc3aa1:after { content: ""; display: block; clear: both; } READ: Merchant of Venice, Act 1 scene 3, Act 2 scene 5 EssayAmong all these aspects Sophocles also underlines another negative feature of Oedipus: his great sense of pride. Famous Oedipus as everyone calls me. (l. 8) This aspect of his character makes him also be pompous. I, ignorant Oedipus, stopped her. I used my wits; I didnt rely on birds (l. 397-398) This quote also shows that Oedipus has great insight. In actual fact, he was the person who solved the riddle of the Sphinx with his intelligence and who saved the Thebians from the plague. However, Oedipus commits blasphemy by comparing himself to a god by boasting about his great insights. You pray. Now in answer to your prayers, if you are willing to hear and accept my words and attend to this sickness, You will find protection and relief from your afflictions (l. 216-218) These are some other main impressions that the audience is given about Oedipus as a man in the play. Overall, I believe that Oedipus was a good King even though his tragic flaw was his own curse which made him jump in to dangerous conclusions that sometimes involved violent acts which as a result made him face problems that he could have avoided only if he controlled his temper.

Definition of a Learning-Rich Environment

Definition of a Learning-Rich Environment Homeschoolers have a language of their own that may sometime be confusing to outsiders or newbies. One such term is a learning-rich environment. For some, the term may seem self-explanatory. For others, it may sound intimidating. They may wonder, if I don’t create the perfect environment for my kids, am I going to be a homeschool failure? Fortunately, the definition of a learning-rich environment may vary from family to family, but all definitions will probably encompass a setting in which children are encouraged to learn through natural curiosity and exploration and in which the tools for doing so are provided. Some common components of a learning-rich environment may include some of the following: Books in Relation to Homeschooling There probably isn’t a homeschooling family on the planet for whom a learning-rich environment will not include access to books. To create a setting in which natural learning can take place, children of all ages should have easy access to a variety of reading materials. Easy access may mean bookshelves placed low where young children can reach them. Rain gutter bookshelves provide a highly visual storage idea, which often encourages young readers to explore. Easy access also means placing books in high traffic areas of your home. You may have bookshelves in bedrooms or  your living room (or even your dining room) or you may use your coffee table to strategically place books you think will interest your children. A variety of reading materials may include books, magazines, graphic novels, or comics. It may include biographies, historical fiction, non-fiction, and books of poetry. A learning-rich environment will include ready access to the written word and the freedom to use the materials at will. Its important to teach children how to properly care for books, so you may wish to start with providing free access to sturdier reading material such as cloth or board books if you have young children. Tools for Expressing Creativity A learning-rich environment will typically include ready-access to tools for kids to express their creativity. Depending on the age of your children, these tools may include: Play-doh or modeling clayArt supplies such as paints, brushes, or chalksMusical instrumentsCameras digital or videoCraft supplies such as glue, pipe cleaners, pom-poms, or construction paperHandicraft supplies such as knitting needles or crochet hooks, yarn, sewing notionsBlocks or LEGOsBlank paper and crayonsOld magazines and greeting cards In order to encourage self-directed creativity, it is best to allow open access to art supplies and tools for creative expression. To offset the potential for disaster, you may wish to consider having a specific area in your home for art or leaving only water-based and washable art supplies openly accessible  (just skip the glitter). You might also consider teaching your children to cover their work surface with a plastic tablecloth and provide smocks (over-sized t-shirts work well) for art projects. Tools for Open-Ended Play and Exploration A learning-rich environment will also have the tools necessary for open-ended play and exploration. Dry beans can make the perfect math manipulatives, but can also double as the substrate for a sensory box. Old boxes of varying sizes can be used for building a fort or creating a stage for an impromptu puppet show. Preschool and elementary-aged children can enjoy self-directed learning and play with items like dress-up clothes; old dishes and cookware; or small notepads for playing restaurant or store. Children of a variety of ages will enjoy having access to items such as: Binoculars or a magnifying glassA microscope and/or telescopeField guidesA child-friendly computer or laptop with safe-search options Older kids may enjoy taking apart non-working electronics and appliances. Just be sure to take the proper safety precautions first. The idea is to provide the tools to let your children’s imaginations and natural curiosity take over and direct their playtime. The Value of Learning Stations Learning stations are not necessary for a learning-rich environment particularly if all the elements of the stations are readily accessible to children but they can be a lot of fun. Learning stations or learning centers need not be elaborate. For example, a math station may consist of clear, plastic box filled with items such as: RulersA plastic clock for learning to tell timeCounting bearsRegular playing cards (adaptable for a variety of math games)Buttons for countingTangram piecesA set of plastic shapesA set of diePlay money We had a writing center that was made up of a tri-fold presentation  board with a variety of writing helps (such as a word wall of common words and a printout of a hand with the 5W  questions, â€Å"Who, what, when, where,  and why?†). The board was set up on a table which held a dictionary, thesaurus, a variety of paper, journals, pens, and pencils. You might also consider creating learning centers such as: A reading nookA kitchen centerA science/nature study centerA geography center Again, learning centers don’t have to be elaborate. They can be stored in cabinets; boxes or baskets; on top of a bookshelf; or on a wide windowsill. The key is to make the elements of the learning station visible and easily accessible so that students understand that they are free to explore with the items. Creating a learning-rich environment can also be as simple as a purposeful use of your home and materials. For example, if you have an interest in astronomy and would love to share that with your children, pull out all your astronomy books and place  them around your home. Let your children see you studying the stars through your telescope, and point out to them some of your favorite constellations. It also may mean simply capitalizing on the everyday learning moments and demonstrating through your actions that learning never stops and isnt confined to the 4.5 hour/180 day school year (for example) that your state requires. It may mean simply being okay with the potential mess and with the kids using all those great math manipulatives that you purchased at the homeschool convention for something other than their originally intended purpose. And with any luck, you may discover that creating a learning-rich environment is more about your attitude than the articles in your home.

Report Essay Example | Topics and Well Written Essays - 1000 words - 25

Report - Essay Example Global oil prices significantly fell sharply over the past nine months and this lead to considerable reduction in revenue for many countries exporting the product. The prices have fallen from an all time high of $110 a barrel to a low of $60 a barrel, a significant difference if $50 for a barrel. The trend in the fall of price of oil per barrel is likely to continue as the produced countries have resisted attempts to reduce the production that may increase the price of oil. Economists point to the surge in the United States production and tame economic growth in many countries as the leading causes of the oil price fall. The dynamic nature of oil prices in history has often been linked to stock prices. The ultimate way to validate, the assertion that the stock prices can be the result of changes in oil prices is only through empirical research. Most of the research on the relationship between these two variables are normally in the Western developed countries, and yet oil forms a sig nificant part of the economy of the GCC countries (Alabdulwahab, 2008). The relationship between changes in oil prices and stock markets in GCC countries are important for other significant reasons, other than the one mentioned above. These reasons include the specific characters of their GCC stock markets demands a deep understanding of the underlying oil to equity market relationship (Asia, 2012). The Gulf Cooperation Council, formed in 1981, and it comprises the six countries of UAE, Bahrain, Saudi Arabia, Oman, Qatar, and Kuwait (Arouri, Bellalah and Nguyen, 2011). This paper is a report that shall present the manner in which the changes in oil prices affect the performance of stock markets of the GCC countries Markets in the GCC have reacted sharply to the changes in the oil prices from July 214 to January this year. The last time the prices of oil peaked was September, and since that day the price of oil has fallen drastically by more than fifty

Recent debate about U.S. media content or expression that is allegedly Research Paper

Recent debate about U.S. media content or expression that is allegedly obscene - Research Paper Example This therefore means that even the media have the freedom of expression to air whichever programs they want as they are protected by the law. On the other hand, the Supreme Court which is the highest court in US has mandate to revoke or amend laws and even change case rulings of the smaller courts. They can therefore change the laws of Federal Communications Commission if need be to in any case. Cases have been documented whose ruling by the Supreme Court goes against the set laws by the Federal Communications Commission. One of the most famous of these cases is the FCC v. Pacifica Foundation and even another one between US and Fox stations over airing programs with obscene scenes between 6.00 am and 10.00 pm (which are the hours such programs are not supposed to be aired). The cases have been ruled in favor of the defense with them being charged only minimal fines or being released with warnings which is not the recommendation of Federal Communications Commission. According to Overbeck and Belmas in their book â€Å"major principles of media law 2012†, the debate over which rules against obscenity by the media are to be followed and which legal or government institution’s laws are to be in-charge started a long way back. There are several cases documented as well and most of them are ruled by the Supreme Court and usually the ruling does not fully follow the laws by FCC. The debate has therefore led to some media houses not being charged and others being over or under charged and hence not facing the full implications of their actions. This is especially so for medias like the internet where strict rules have not been enforced. The Supreme Court rules in favor of the first amendment in such cases especially because it is sometimes hard to provide evidence of such obscenity and hence ruling is either based on allegations or simply dismissed. The first amendment does not protect

Assignment 5 Example | Topics and Well Written Essays - 1000 words

5 - Assignment Example † All organizations need to realize the important of human resources and the value they give to the firm via their services. Human resource functions are critical for all companies regardless of their niche or size. The employees of the organization are the main resources that execute the objectives of the firm. However, while setting a human resource unit, an organization should look at the service composition of the department. These may include payroll and tax administration, legal compliance, liability protection, negotiation of benefits, administration of benefits, acquisition of talent, hiring employees, managing performance, leadership training, attendance and time monitoring, employee development, and guidance and review on termination. All these specific functions of human resource management need to be performed in a systematic mode so that all needs of the employees are catered by the firm in a successful manner. Performing human resource management functions success fully will allow organizations to gain a strong competitive edge in the business market. According to a 2010 study by the Human Resource Professionals Association (HRPA), chief executives believe that their human resource departments are crucial components of their businesses (3). Regarding performance, the study documented that senior HR is as essential as any other organizational pillar of a company. Fifty per cent of chief executives in the study had led their companies through enormous growth from 2008 to 2010. The other half had been leaders of companies that went through severe economic challenges during the same period that led to downsizing. In the two cases, the HR department contributed significantly to the management of effective work levels. This was crucial for the resilience of the organizations during the time of turbulence ("The Role and Future of HR"). The chief executives of the companies that experienced growth, acknowledged the importance of HR in attracting tale nt. The ones from companies that downsized were of the opinion that the most critical contribution of HR was in ensuring that the communication with employees remained transparent during the difficult times. They also helped in retaining the best talent. Retaining talented employees is crucial for long term success as market is becoming competitive with every passing day. From the study, it is clear that the HR department is a business partner that has the ability to see a company through moments of great success and economic threats alike. Consequently, a weak HR department would help bring a company to an early demise ("The Role and Future of HR"). Therefore, it is important for all organizations to ensure that they have a competitive HR department to manage their human resources. How Poor, Neglected â€Å"Operations† Is in Fact the Ugly Duckling That Can Mature Into A Swan Many MBA graduates avoid working in the operations departments of organizations because they hold the se areas with a low opinion. The fresh MBAs have in mind that these jobs are done by low qualified people and hence they do not accept such offers. Most companies are out to improve their operations to attract more talent because without operations businesses cannot exist. The second part of this paper provides information on how a company can improve its operations. Over the past five years, most companies have experienced a slump in their growth. At the same time, the costs of sales and marketing have been increasing.

Macro Environment of Nestle

Macro Environment of Nestle Nestlà © is the worlds largest food company and has held offices in the UK as early as the 1860s. Nestlà © was originally made up of three major companies: Nestlà ©, the Anglo- Swiss Condensed Milk Company and Rowntrees of York. In 1905 Nestlà © merged with the Anglo-Swiss Condensed Milk Company and quickly became known for infant formula, chocolates and tinned milks. In 1939 Nestlà © launched Nescafà © in the UK, which became an immediate success for instant coffee (Nestlà © UK, 2012). In 1988 Nestlà © obtained Rowntrees of York and has since invested over  £200 million into the York site and  £100 million in their Tutbury factory. Between the years of 2006 2011, Nestlà © invested  £224 million in their UK sites (Nestlà © UK, 2012). With 6,500 employees across 20 different locations in the UK and exporting as much as  £300 million worth of products each year to 50 different countries, Nestlà © is not only a major employer in the UK, but also one of the UKs food industrys major exporters (Nestlà © UK, 2012). In 2002, Nestlà © UK acquired Ski Yoghurt from Nestlà © Australia and six years later in 2008, Ski Yoghurt was re-launched with only natural ingredients combining real fruit with thick, creamy tasting yoghurt and no artificial colours, flavours or preservatives (Nestlà © AU, 2012). 1.2 Previous Positioning of Ski Ski yogurt is currently positioned as a naturally delicious product and its positioning strategy focuses mainly on its fruit heritage and its value to the consumer. After the last re-launch of 2008, the new re-designed packaging tries to connect ski back to nature and puts forward an all natural ingredients story by featuring plenty of fruits in their natural environment for every flavour (Appendices 9.1). 2. Situational Analysis 2.1 Macro environmental analysis In the analysing of the macro environment of the product category, PEEST analysis is used to identifiy five main forces which affect marketing decision-making. The five forces analysed are political-legal factors, ecological-physical factors, economic factors, social-cultural factors and technological factors. (P)olitical Legal factors: EFSA bro-biotic dossiers companies that have vested interest in functional health adopt a more cautious approach or focus on benefits that have secured EFSA approval (Mintel, 2012). Trade negotiations under WTO. Bilateral trade deals (Doha, 2011). Compliance with legislation is becoming more costly April 2012 Dairy UK intention to sign up to the Department of Healths calorie reduction pledge which aims to support and enable consumers to eat and drink fewer calories on daily bases. (E)cological Physical factors: Environmentally friendly, reduced packaging is being promoted by the government (recycling good for corporate social responsibility image) Climate change adaptations Water management is an emerging priority (E)conomic factors: Unemployment rates on the rise, reaching 8.4% during January 2012 (Trading Economics, 2012) Economic growth of the market UK yoghurt market grows in a slow but steady pace over the last year at a rate of approximately 2.5% (Mintel, 2012) (S)ocial Cultural factors: Good intentions, such as not snacking between meals and eating more fiber, have become less of a priority in the recent years. Preoccupation with trying to loose weight Adults within a family are expected to remain the largest population segment Strong growth expected in the number of children between 5 and 9 years old Projected increase of one-person households (contribute less to volume sales of yoghurt). (T)echnological factors: The use of the internet through online grocery retailing directly influenced the supply chain, operations and processes of grocery and food retailers Online retail shopping has gained considerable popularity due to the increased accessed to broadband internet in the UK; 70% of overall market are broadband users (Keynote, 2010) Lack of applied RD and knowledge exchange as Government reduces funding 2.2 Micro Environmental Analysis In order to analyse the companys both internal and external environment, the SWOT analysis is used to identify the strengths and weaknesses of the organisation as well as the opportunities and threats from within its market environment. SWOT Analysis: Strengths Ski is apart of a global established brand Nestlà © Nestlà © stands for product Innovation Strong promotional activities e.g. Exclusive gifts as a part of their promotional offers Product availability and distribution to all major stores Perceived as a quality brand Strong historical background One of the first in the yogurt market Strong ability to recover from market share loss in the short term (2008) Weaknesses Frequent re-launches over the years lacks consistency Weak TV advertisements Very weak presence on social media platforms less interactive and informational, lacking updates Current positioning is not consistent with the current image of Ski, therefore its losing its roots Frequent re-launches over the years lacks consistency Opportunities Over three quarters of yogurt users view Ski as a healthy alternative to other treats (Mintel, 2012) Use of social media is growing extremely fast Backing of Nestle known as a established brand Spoonable yogurt represents over four fifths of the yogurt market (87%) (Mintel, 2012) Consumer engagement Capitalize on organic/historic brand positioning Increase of online advertising Increase of use of internet Increase of nutritional awareness Threats Decrease in popularity Higher competition from competitors Competitors stealing market share Due to the Economic downturn consumers switch to store-brands (Mintel, 2012) Customers choosing healthier or non dairy yoghurt options Brand loyalty Customers not making the switch from their usual brand to trying Ski Only gaining an older demographic because of history and recognition Nestle boycotts within the UK 2.3 Market Trends Overall since 2007, there has been a 0.9% increase in the eating of yoghurt, with an increase 7.1% in heavy users, and decreases of 1.9% and 5.2% in medium and light users respectively. The yoghurt market in the UK is saturated, making it hard to add new users. Yoghurt is considered a healthy option, with low fat varieties making up 56% of purchases. The growth of low-fat yoghurts, at 1.9%, has been faster than that of standard yoghurt, at 0.6%. Those in families are more likely to eat yoghurt compared with those not. The group that buys the most yoghurt is that of women and households with children aged 1-9. An increase in the number of 5-9 year olds of 11% is expected between 2012 and 2017, meaning the number of people in the above group will expand, giving potential for more growth. More affluent families are also more likely to be consumers of yoghurt, and are likely to consumer more of it (Mintel, 2012). 2.4 Competitors Within the dairy market in the UK, retailers own-label products have significally increased the competition since due to the economic downturns of the last several years, consumers tend to switch towards them. The two bigger players of the market are Danome and Muller which together capture 60% of the spoonable yogurt sales and continue to dominate the market. The direct competitors of the Ski yoghurt are Activia, Muller, Yoplait, Yeo Valley, Onken, Munch Bunch, Weight /watchers and own-label products (Appendices 9.2). 3. Objectives The roles of objectives play an important part of the overall campaign. Both the marketing and communications objectives provide direction, focus, values, and a time frame, while also providing a means by which the success of the campaign can be evaluated (Fill, 2009) 3.1 Marketing objectives Increase market share by 1% by June 2013. Increase volume of sales by 20% by June 2013 3.2 Communication Objectives Increase re-launch brand awareness by 30% by June 2013 Impart nutritional knowledge, brand heritage and Ski yoghurt diet plan to both males and females, ages 25-40 within the first 2 months of the re-launch. Build project the position of a healthy, active, and convenient product image of Ski to both males and females, 25-40 years old within the first 4 months of re-launch. Increase shelf space in supermarkets by 20% by June 2013 Expand saturation on trade grounds by 15% by June 2013 20,000 consumers to sample the product by the end of the campaign-June 2013 4.0 Consumer Strategy 4.1 Segmentation Demographic Trends According to Mintel (2011), The group that buys the most yoghurt is that of women and households with children aged 1-9. The current target market of Nestlà © is working mothers, aged bwtween 35-44 years old with older kids. However, an 11% increase in the number of children aged 5-9 year olds is expected between 2012 and 2017. (REPEAT and needs a Reference). This gives potential of growth and more affluent families being more likely to be yoghurt consumers, and are likely to consumer more of it (Mintel, 2011). In terms of social class, AB, C1 and C2, social class who are professionals, supervisory and skill manual workers, the geographic location of these classes is in United Kingdom. Hence, the yoghurt market should focus on British customers to gain an effective marketing strategy. Behavioural/Psychographic Trends The reason being that British customers are more concerned with their health. More and more, they consider calories consumed and fat content to ensure that they are eating well. Their healthy lifestyle can safeguard them from the widespread obesity epidemic (Key note, 2012). Some customers, who find themselves lack of time having proper food, consume snacks instead of main meals. Yogurt is the choice of healthy food of this target market, containing essential nutrition to make them healthier (Mintel, 2011) 4.2 Target Audience Ski Yogurt is marketing to group of people who prefer natural yogurt products in effective quality and sufficient quantities. This target audience covers; working mothers aged 25-50 with older children. Our target audience would be A, B, C1 and C2 (Appendices 9.3) which primarily concern with health and nutrition. We will expand our target audiences network with family who would like active activities and has busy lifestyle. 4.3 Pen Profile Within the Ski consumer strategy, young families, especially mothers who take a considerable interest in both their appearance and health will be targeted. In addition, young working people that like outdoor activities such as exercising, walking, and socializing. Also, someone who is of a higher social class, and will therefore typically think more about nutrition in trying maintain a more attractive physical appearance. A good approach to reach the target audiences is through advertising messages on television; press media and outdoor media that attract the consumers. Alternatively, a more efficient communication network is through social media such as Facebook and Twitter. Accordingly, marketing activity will adapt and respond to changes in customer behavior. 4.4 Positioning The aim of the campaign would be to maintain the current positioning of Ski as a healthy and natural product choice and focus on strengthening the healthy aspect of the product as well as introducing the convenience factor. The ultimate goal of the campaign would be to move Ski yogurt towards a healthier position among the competitors within the perception map (Appendices 9.4). 4.5 Creative strategy Strap line: How do YOU doSKI? From Skis previous re-launch in 2008, it has been positioned as a brand with high nutritional value using only natural ingredients, and no artificial colours, flavours or preservatives (Nestlà ©, 2012). The Ski UK brand is one that naturally composes historical and nutritional value while also being backed by Nestlà ©, one of the biggest food distributors in the UK. Starting in January of 2013, Ski UK will begin their re-launch by focusing on the promotion of new beginnings, and will accordingly play an important role in influencing consumers to aim for a healthier and happier lifestyle in the new-year. By enhancing their current traits, the re-launch and creative strategy of Ski will be positioned as an active brand with high nutritional value and convenience for those with a busy lifestyle. In order to support the re-branding of Ski, the colours will change from its current blue, white and red to a more unique and fresh white, black and green. The new colour of Ski will directly reflect the active and green-friendly image of the brand. Ski yoghurt will be seen as a product that will enhance your overall health, happiness and lifestyle. The logo will also change to differentiate Ski from its competitors and to reflect the new positioning of the overall Ski UK brand. Also, the Nestle logo, currently on the packaging will become smaller to give the consumer the feel of a more organic, and family-owned product (Appendices 9.5). It is shown that the attractiveness of packaging affects the volume of sales and packaging can be essential in affecting the positioning of a product (Fill, 2009). In order to attract the attention of Skis target market, the packaging of Ski will become more durable, sustainable and pleasing to the eye to reflect the new active and green image of the brand. The basis of the re-launch will be based around the new slogan: How do YOU doSKI? In the advertisements, the produced concept will introduce new ways of eating and using Ski yoghurt. People will be shown how they can DoSki. This will be shown through sports activities like football, young professionals with busy lifestyles and health-conscious families. The look and feel of a product will change while still holding on to its natural heritage and nutritional value. The overall goal within the Ski UK re-launch and creative strategy is to enhance the product. 5.0 Communication mix 5.1. Media Planning The media plan of the campaign will take place within a six month time period, which is broke down into 24 weeks for precision. The brand can take advantage of the spirit after the New Year by initiating an image of a new start, new beginning and changed behaviors. Thus, the repackaging, and the pre and post-testing of the new design will take place three weeks before New Year. Advertising among business clients will take place in the third week of the repackaging and in the first week of the communication campaign delivered by B2B print media. The developed company website and a new Facebook page will start at the same time but remain active throughout the whole period of the campaign. In order to attract the consumers attention, the first week of the media activities plan will start with TV advertisements. During January, February and the first week of March, the tools used will help create awareness among non-users and regular or inconsistent users. Apart from TV commercials, these tools include online and outdoor media. From week 10 (second week of March) to week 13, print, online, outdoor and TV media will be used to inform people about the competition-taking place in weeks 14 and 15 (middle of April), which is intended to provoke interest among customers. During the competition, online media will remain active as well as sampling, which would create desire among people. Sales promotion will start in the second week of the competition (week 15) and will be used again throughout the whole month of March. Meanwhile, online media will be used after the end of the competition to the end of the campaign in June to inform people about its results. In addition, print and outdoor media is implemented in the end of June in order to prompt customers about the competition and its beneficial outcomes. Successfully, at the end of the campaign a complete AIDA model would be applied. Appendix 9.6 shows a detailed media plan including time frame and Appendix 9.7 shows the budget of the campaign. 5.2.1 Advertising Most marketing communications campaigns rely on advertising as it is an important communication mix tool and is best used for awareness as it is has the potential to reach a large number of target audiences with simple and understandable message content. Hence Ski has given emphasizes to their advertising campaigns with their amounting to  £72,6277; the highest amongst other communication mixes. This includes the production cost of advertisements in the communication mix. Advertising would give Ski an excellent platform to control the message, content, show-case creativity, and give it a competitive advantage to their competition. This would enable the increase of brand / product awareness, associations and encourage the change in consumer perceptions including their involvement with the advertisement. Their prime communication objective is awareness. The emphasis on the strategy for Ski is to introduce better understanding of the yoghurts features. Broadcast Television This broadcast medium has a huge influence over mass coverage and it makes a good platform for skis target segment. Skis budget allocated to the TV commercials would cost  £420,121. The commercials would air during the time slots, 11.00 to 21.30 between weeks 1 to week 13. The chosen channels would be ITV 1(This morning, Early evening news and Movie / drama) and ITV 2 (all-day campaign). Through this time slot allocation, Ski would be able to target mothers during the morning slots and during news and drama slots the message can be sent to families with younger children. ITV would air the commercials to increase awareness of the product between weeks 1 to week 5 at various time slots. In week 12 and 13, the media would air commercials promoting an upcoming sports event for schools. Print media Ski will use print media as a part of their awareness strategy as it has a huge impact on mass audience because of its easy access and availability to mass audiences. The target audience of The Sun would be parents, both working parents and stay-home mothers. The Sun is one of the leading daily newspapers in the UK with a readership of more than 2 million per day (Insight, 2011a). The advertisement in The Sun will appear in 6 issues in week 10 and 11 and the results of the event will feature in 2 issues during the last 2 weeks of the campaign. The Grocer will focus on business to business advertisements to attract the interests of potential clients to promote Skis products in the stores. These advertisements would feature in the magazine during the pre-launch weeks and the first week of the campaign. Additionally, before the Ski holiday competition, retailers will be targeted again through the magazine in order to raise interest in supporting the event and giving it a space in their stores. The approximate cost of advertising in print media would cost Ski  £14,616. Digital media (online) This new form of communication is high in frequency and offers a direct route of advertising to a wider audience; it is faster, easily accessible, flexible and can get instant responses, hence Ski will focus on improving on their web/social media presence. Through websites such as Yahoo!, the advertisements will be start from week 3 to week 17 and on the Good Food (targeting online shoppers who spend time with families and enjoy nutritious food) from week 10 to week 20 (BRAD Insight, 2011d). An online group page for Ski would be created on Facebook as well as advertisements on the site. The group page would focus on the upcoming sporting event and follow all the stages of the event, as well as interacting with existing ski consumers, sharing recipes, comments and feedback. The Facebook adverts will run from week 2 to week 22 and the online group page would commence in week 3 of the pre-launch period until the end of the campaign. The approximate cost of online advertising is  £ 30, 700. ( appendix ). Yahoo! reaches 22 million people in the UK per month; it offers corporate partnerships and provides a unique search and display engine. There are a high number of users using this search engine and it is likely that our target market will come across our adverts, hence the decision to choose Yahoo! for advertising. (BRAD Insight, 2011c). Ski will give importance on building their new interactive website. This would cost  £ 10,600 including half yearly maintenance. The website will include 10 pages and those will include recipes, news / events about ski, a feedback page, image gallery, links to social networking sites, promotional offers and tracking of the entire football event and family Ski holiday competition. Outdoor media In terms of Skis marketing strategy, this form of of media will be a support tool to other mediums such as broadcast and print. It is an effective technique of grabbing the attention of a large audience. Ski will use the 3 main formats of out-door media in order to achieve this. Billboards: To be placed at various central locations. Amounting to  £68,640 in cost. Bus Stops: Posters will be placed in bus stops. Amounting to  £36,000 in cost. Transit: Ads will be placed on buses. Amounting to  £67,600 in cost. The out-door media will run for a period of 8 weeks (from week 5 to week 12). The first 5 weeks will focus on brand and product awareness while the remaining 3 weeks will include details about the sporting event competition. The event result adverts will commence from week 22 to the end of the marketing campaign. Cinema The cinema adverts will run between week 7 and week 10. The cost for 100 screens at 12 cinemas would be  £ 40,000. The advertisements will be mostly run during the screening of movies for children especially when families spend time together. This will focus on the awareness of the football event and the family Ski holiday competition. Packaging Skis new design and packaging (industrial designer charges) will cost approximately  £15,000. The new packaging and design will be completed during the pre launch week before the media plan is implemented. 5.2.2 Sponsorship Sponsorship will be an integral part of Skis marketing communications mix. Through sponsorships new business opportunities emerge such as media coverage, increase of goodwill, increased consumer base and interaction between Ski and the consumer. Skis sponsorship cost is  £6,10,000. Ski will organize a sporting event for schools across England, where in the schools will participate in a football tournament. The winner of the competition will receive sporting equipment sponsored by Ski. The main aim behind holding this event is to promote the health and fitness lifestyle that Ski and Nestlà © stand for. 5.3 Sales promotion Through sales promotions Ski seeks to influence consumer behavior with their interactive promotional strategies. These strategies are especially designed to facilitate consumer interest, interaction and to promote fitness and nutrition. The total cost of Skis sales promotion would amount to approximately  £ 131,055. Vouchers Part of the promotions would include vouchers in Good Housekeeping magazine. The circulation of the magazine is over 400,000 per month (BRAD Insight, 2012). This is a monthly lifestyle issue focused on home and family; hence the rate of vouchers being received by potential consumers is relatively higher since the target market for this is also for mothers. During the sports event, vouchers would be distributed to students and their families to encourage the sales of the product. The vouchers would offer a 20p reduction on the price of any Ski Yoghurt. The total cost of these vouchers would amount to  £ 99,255. Good Housekeeping magazine voucher cost and magazine space amounts to  £ 99,105, whereas school promotional vouchers amount to  £ 150. Sampling Skis sales promotions will include sampling during the school competitions and in supermarkets. The overall cost of the sales promotional activities amounts to  £ 31,800. The sampling event will introduce consumers to a new package design and will focus on building awareness of the yoghurt. 5.4 Public relations A variety of promotional activities will be conducted during the sampling phase in supermarkets and during the sporting event. The main activity would include a life -size cutout with an image of a person skiing and holding a pot of Ski yoghurt and it will be displayed in both school competition finals and supermarkets. A professional photographer will take pictures of people. People need to be creative and imaginative and they can show different ways of using the yoghurt for a snack. Images with captions will then be uploaded on Facebook. Three families of four with the most Likes on their images will win a Ski trip to the French Alps. The Ski holiday will cost approximate  £2,000 each (Adapted from Thompsons, 2012). Twitter will be kept up-to date during the entire campaign. The school football competition videos will be uploaded to You Tube after the event. Post the ski holiday, Videos / images of the families that won the holidays to the Alps will be uploaded to YouTube / Faceb ook. The total cost of a Web administrator will cost  £16,000 per year, which would include maintaining and updating social media accounts like Facebook, Twitter, YouTube (Adapted from PayScale, 2012c). 5.5 Budgeting The media used in the new campaign for Ski includes television, print media, online and outdoor advertising, and improvement of Skis website. Also, sport competition among primary schools, ski holiday competition, sampling during the finals of the competitions and in supermarkets, sales promotion in the form of coupons and repackaging are part of the marketing activities. Furthermore, the costs of pre-testing are calculated on the basis that Ski will need 1 focus group for the testing of the packaging; one focus group testing perceptions; and one focus group testing advertisements. The pre-testing of the awareness will be held by ambassadors in front of 50 central stores in London and Cardiff. The post-testing of the awareness will be the same in the end of the campaign and the post-testing of the perceptions will require one focus group. Additionally, the production cost of the advertisements is estimated as  £30,000 as 5% of the total advertising tools used. The budget of the campaign is estimated at about 5% of the intended market objective to increase sales to  £32 million in six months. During that time the budget should not exceed  £1.6 million. The total amount of the assessed costs is  £  £1,565,467 inclusive of  £50,000 for unexpected costs, especially having in mind that a competition among children can bring many unplanned activities involving extra costs. (Appendices 9.7). 6.0 Evaluation 6.1 Pre-testing To assess how well the new campaign will be received, tests will be carried out upon the prospective advertisements, guiding developers towards advertisements that are conducive to fulfilling the objectives. Five focus groups will used as they can accurately determine the reception of the advert, and therefore inform the creative process. To avoid bias brought in by participants interpretation of their own views, projective techniques will be used. Specifically completion will be used; where partially formed sentences are given to participants, helping to reduce bias and to structure responses in a way that gives responses that are easy to analysed. These should be carried out for all advertisement media developed for the campaign. 6.2 Post-testing Examination of the sales figures before and after the campaign will indicate whether the marketing objectives have been achieved. An examination of data showing any fluctuations in shelf space will of course show whether the desired increase in space has been achieved. Similarly, if all samples of the yoghurt are given out, the target number of people trying a sample will be met with room to spare. Awareness will be measured before and after the campaign to show whether the increase in awareness sought has been achieved. Measurement of this will be carried out with surveys. They will be carried out using opportunity samples outside supermarkets in two city centres within the UK. The locations of central London and Cardiff city centre have been selected as they are within the areas of highest and lowest consumption of yoghurt respectively, giving a more representative sample (Mintel, 2012). Focus groups will be used, separately to those used in pretesting, to show changes brought about in the perceptions of ski. Two groups will be run before the campaign, and two after. Monitoring the campaign and Public Relations Activities Considering the commencement of Skis social media presence in the UK, analysis of feedback from consumers and press will be carried out continuously during the campaign. Thus making it possible to refine and adapt. Using a number of different evaluation methodologies is key giving a holistic insight into the effect the campaign generally (Fill, 2009); and a variety is utilised here, giving a rounded picture whilst showing how the objectives were fulfilled.

Dune Essay -- essays research papers

Dune   Ã‚  Ã‚  Ã‚  Ã‚  This book all started with the family Atreides landing on plant Arrakis, commonly known as Dune. The planet Dune was the centre of the universe due to its immense amounts of spice. This spice is greatly needed for all planets as fuel and for raw materials. The family Atreides were asked by Emperor himself to go and mine the spice on the planet. Their greatest enemy the Harkonnen's, were also on Dune. These two families mining the precious spice on the same plant would lead to great troubles and wars.   Ã‚  Ã‚  Ã‚  Ã‚  Soon after that, I was introduced to a very brave and insightful young man. The young man is Paul Atreides. Paul is medium height with short, black hair. His mother Jessica is a Bene Gesserit that means she knows the â€Å"weirding way.† This means Jessica is trained to kill and is also trained as a mind reader. She is very tall and beautiful and is always concerned with the actions of Paul, the future ruler of the galaxy.   Ã‚  Ã‚  Ã‚  Ã‚  Jessica's teacher, the Reverend Mother heard of Paul and thought that he might be the great leader that the prophets told of. The Reverend Mother came to Dune and tested Paul to see if this was so. Paul underwent great pain and suffering but passed the tests with the highest reverence. Duke Leto, Paul's father now came into the picture. He was the leader of the Atreides Family. He seemed very established and perceptive. The Atreides family represented good and honesty while their enemies, the Harkonnen's, were ruthless killers.   Ã‚  Ã‚  Ã‚  Ã‚  The Harkonnen home planet, Gedi Prime was very desolate and dark. It represented the immorality and darkness within the Harkonnens. Their leader Baron Vladimir Harkonnen was very obese and inhuman. He killed his own slaves for fun and hated the Atreides with a passion. He hated their peaceful and honest ways. Most of all he despised their coming to Dune. This Harkonnen leader appeared the typical tyrant leader. Vladimir Harkonnen's most trusted solider Feyd-Rautha was also like him except his physical appearance was that of ideal shape and form.   Ã‚  Ã‚  Ã‚  Ã‚  Back at the Atreides base more characters are introduced to me. They are Duncan Idaho who was the personal trainer for Paul Atreides, Dr. Yeuh who was a good friend of the Duke and later was found out to be a traitor, and Thufir... ... understand the characters and their emotions with more comprehension. There were many themes in ‘Dune' such as â€Å"you shall get your just deserves.† This means that what you have done to others shall be done back to you in full. The Harkonnens army combined with the Emperors attacked and beat the Atreides. Paul in turn strikes back with brute force that many have not seen throughout their existence. The Harkonnens and the Emperor were annihilated and Paul's vengeance was paid. I must say that this science fiction book did create a sense of reality meaning that this situation could happen in the future. A boy or girl born in the future who is destined to be the almighty ruler. He/she will guide us out of depression and into a new era of peace and prosperity. Their may be truth to this story and one day a fight between good and evil may come to reality. Dune is the typical `Good guys vs. Bad guys' theme. The Atreides are at war with the Harkonnens and the good always win (as you already know.) Although this plot is really used too much Frank Herbert did an excellent job to disguise this fact. He blended this into a great story line of action packed adventure and dreams of the future.