Where to Find Outline Essay

Where to Find Outline Essay There are a number of essay sites which have huge databases containing variety of topics for all types of speech writing. An excellent web research enables you to are mindful of the quick notion of bad. There is a vast selection of evaluation essay examples that are especially created for specific purposes. Any examples or support you provide ought to be about the topic available. Opt for a perfect Topic Choosing the proper topic matter is needed. Examples might incorporate any frequent issue that has to be discussed to create public awareness. You may use here an intriguing fact, some type of humorous notion, rhetorical question or whatever. Think of all of the things you could write about the subject of your pick. The shorter your sentence, the simpler it is for readers to digest what you wish to say. Towards the close of the article it will become clear he wants readers to think that it's not a great thing. Finding the Best Outline Essay The body of the essay should be well-researched. When you finish your research notes you can begin writing with confidence that you have all of the pieces you ought to create a wonderful essay. Given an essay is a lengthy bit of writing condensing into a 5 page structure is a powerful way to help it become comprehensive. Given that it is a lengthy piece of writing, condensing into a 5-page structure is an effecti ve way to make it comprehensive. If it comes to writing essays in college, all of us need somewhere to begin. You are able to read about how to turn into a talented and productive essay writer here. If you're a student, you are certainly going to face the job of writing a 5-paragraph essay. Don't forget that it's helpful to make an outline or graphic organizer to organize your ideas before you get started writing, particularly for a lengthier essay. Persuasive speech essay attempts to persuade a reader to have a particular action. To compose the essay, it helps you have an outline to lead you on what things to do. An outline helps to ensure that you've got the crucial components to compose a great essay. In addition, there are outline generators on the internet that you may use to make your outline for a five paragraph essay. An informative essay is just about the toughest sort of assignment that should be carried out with absolute care and concern. You would like to draw the reader in your topic by developing a all-natural curiosity about it. The maximum point in the evolution of the plot is known as the climax. By nature it's a static portion of the story and contains no action. There are various sorts of outline graphic organizers but all of them are aimed at helping students organize ideas and have fun when writing essays. Be certain there is flow of ideas. At times it just helps to observe how others have tackled essays before. Several kinds of essays are made in the previous decades. Outline Essay - the Story Argumentative essays are also called position papers due to their justification of the side of the issue they are written in support of. A thesis may also be utilized to point out the topic of each body paragraph. It is essential that you don't exaggerate your thesis statement. The thesis statement is usually only a single sentence and is composed of the subject, focus, and three principal points of the essay. Bear in mind you need to devote separate paragraph to every one of your statements. Surprisingly it can grow to be the most challenging section, as you want to earn a quick overview of your paper and make predictions, which can be a true challenge for a lot of the students. Observing the introduction, a title ought to be given to every section. In the end, the previous sentence of the very first paragraph of this kind of essay would state the thesis the author is attempting to prove.

Psychological Effects Of Complex Traum Making A Case For...

Rachael Wandrey COURSE ASSIGNMENT DATE Treating the Psychological Effects of Complex Trauma: Making a Case for Narrative Exposure Therapy Defining Complex Trauma Complex trauma is a term that was established to differentiate traumas that occur repeatedly from traumas that happen in only one instance (herein referred to as â€Å"simple trauma†; Coutois, 2008). For instance, complex trauma is typically referred to in the context of abusive childhoods wherein the child experiences repeated traumatic events (e.g., physical or sexual abuse) over the course of their childhood. Often the trauma will occur in parent-child relationships leaving the victim under the control of the perpetrator (Herman, 1992). However, complex trauma is not limited to family violence, but can include other prolonged traumatic experiences, such as concentration camps and torture (Williams, 2006). Some researchers have argued that victims of complex trauma experience different psychological challenges than those who are victimized in one isolated incident (e.g., armed robbery). Coutois (2008) delineated seven problem areas that she belie ves are related to repeated early interpersonal trauma (i.e., complex trauma): 1) alterations in the regulation of affective impulses, 2) alterations in attention and consciousness, 3) alterations in self-perception, 4) alterations in perception of the perpetrator, 5) alterations in relationships to others, 6) somatization and/or medical problems, 7) alterations in

Revised Amount That Building And Machinery - Myassignmenthelp.Com

Question: Discuss About The Revised Amount That Building And Machinery? Answer: Introducation Briefly explain why, after the fire, Rebecca and Dario do not want to record the revaluation for the building and impairment loss for the machinery and whether they can change from the revaluation to the cost model for the building. Identify and discuss which qualitative characteristics of financial reporting would be violated if the revaluation and impairment loss are not recorded. Solution The recognition of downward revaluation and impairment loss reduces the value of the assets and subsequently have negative impact on the stakeholders. Further, downward revaluation directly impacts the profit loss account of the company as it is debited to PL a/c. Hence, it will reduce the profit of the company and have a negative impression due to reduced profitability. Due to these factors, after the fire, Rebecca and Dario do not want to record the revaluation for the building and impairment loss for the machinery. As per AASB, 108 Accounting Policies, Changes in Accounting Estimates and Errors para 17, 17 The initial application of a policy to revalue assets in accordance with AASB 116 Property, Plant and Equipment or AASB 138 Intangible Assets is a change in an accounting policy to be dealt with as a revaluation in accordance with AASB 116 or AASB 138, rather than in accordance with this Standard. Hence, the change in valuation method from revaluation to cost model is considered as change in accounting policy and as per AASB 116, this change needs to be accounted for retrospectively. The following qualitative characteristics of financial reporting would be violated if the revaluation and impairment loss are not recorded: True and Fair view - The financial statements are mandated to be presented on the basis of true and fair view meaning thereby they should reflect the actual value and amounts of the assets, liabilities, equities, incomes and expenses presented. Non recognition of revaluation or impairment loss will result in higher book value of the assets in the financials whereas in actual their fair value or recoverable value or realizable value is lower than presented. Thus, it will fail the basic criteria for preparation and presentation of the financials. Comparability - Comparability means the financials of the company should be comparable with the financials of other companies in the same industry. If the value of assets in the financial is not correct, then the financials will become incomparable. Impact on Decision Making - Due to non-recording of revaluation and impairment loss, the asset value as shown in the financials will be higher and simultaneously the profit shown under retained earnings will also be higher. Due to this, the balance sheet will be overstated and the financial ratios calculated on the basis of these figures will also be lead to misleading results. Hence, the stakeholders and management will not be able to take correct decisions as the financials are not true and fair. Assuming that the revaluation reversal for the building and impairment loss for the machinery are recorded, calculate the revised amount that the building and machinery should be recorded for 30 June 2016 and record the general journal entries to recognise the revaluation and impairment of these non-current assets. In your answer, justify how you determined the machines recoverable amount. Show your calculations. The revised amount for the building to be recorded on 30 June 2016 is $150,000 i.e. the fair value of building on that date. The revised amount for the machinery to be recorded on 30 June 2016 is $13,052. It is calculated as under: Since, the cost model is used for valuation of machinery the recoverable amount of the machinery as on 30 June, 2016 will be recorded in the books. The recoverable amount is higher of fair value less cost to sell and value in use. The fair value of the machine as on 30 June 2016 is $14,104 and cost of sell is $1,052. So, the fair value less cost to sell comes to $13,052 (14,104-1,052) and the value in use of the machine is $12,300. Hence, the recoverable amount is higher of $13,052 and $12,300 which comes to $13,052. Journal Entries to recognize the revaluation and impairment of these non-current assets Date Particulars Dr./Cr. Amount 30 June, 2016 Revaluation Surplus Impairment Loss Building (WN-2) Building Accumulated Impairment Loss - Building Dr. Dr. Cr. Cr. $88,500 $ 3,500 $88,500 $3,500 30 June, 2016 Impairment Loss Machinery * Accumulated Impairment Loss - Machinery Dr. Cr. $21,895 $21,895 * Impairment Loss Machinery = Carrying amount Recoverable amount Impairment Loss Machinery = $34,947 (refer WN-1) $13,052 = $ 21,895 WN-1 Calculation of Carrying amount of machine: Cost of machine 100,000 Add: Other costs 4,800 Less: Trade discount -10,000 Total costs of machine 94,800 For the year ended Dep @ 20% WDV 30 June, 2012 9,480 85,320 30 June, 2013 17,064 68,256 30 June, 2014 13,651 54,605 30 June, 2015 10,921 43,684 30 June, 2016 8,737 34,947 WN-2 Calculation of Impairment Loss Building: Fair value of Building as on 30 June, 2014 - $350,000 For the year ended Dep @ SLM WDV 30 June, 2015 54,000 296,000 30 June, 2016 54,000 242,000 Thus, the carrying value of building as on 30 June, 2016 is $242,000 and the fair value is $150,000. Hence, the total downwards revaluation is $92,000 ($242,000-$150,000). The downward revaluation is adjusted from the revaluation surplus to the extent available i.e. $88,500 and remaining will be debited in P$L i.e. $3,500 ($92,000-$88,500). References: https://www.aasb.gov.au/admin/file/content102/c3/AASB116_07-04_ERDRjun10_07-09.pdf [Accessed 16 Jan. 2018]. https://www.aasb.gov.au/admin/file/content102/c3/AASB136_07-04_ERDRjun10_07-09.pdf [Accessed 16 Jan. 2018]. https://www.aasb.gov.au/admin/file/content105/c9/AASB108_07-04_COMPmay11_07-11.pdf [Accessed 16 Jan. 2018].

Portrayal of Women in Science Fiction Literature Essay Example

Portrayal of Women in Science Fiction Literature Essay Linda Leith’s Women and Science Fiction talks about the progress of the portrayal of women in the science fiction genre through the examination of major works on the topic i.e. Future Females: A Critical Anthology and The Feminine Eye: Science Fiction and the Women Who Write It.   It is well organized and relatively easy to read as it does not presuppose vast knowledge of the subject or the discussed works on the part of the readers.   As Leith references the works of other authors, she touches on the subjects of the rise of feminism and female contributions on the genre as the ones that lead to the better portrayal of women than in the past decades.   Also, how these works challenge the patriarchal society as unnatural and ideas of manless societies – only letting the men in if they behave – are also mentioned. It relates another person’s work to another, their connections and the needs for updates as the author encourages response and interest on the subject of women and science fiction.   As the work discusses issues of feminism and portrayal of women in science fiction, it is also, as importantly, a review on the works and a guide to readers on their contents for further reading.   This article was published in July 1983, the time when advancement in portrayal of women as strong characters and equal to men, is just on the rise and perhaps considered ground breaking.   It is something to ponder upon as recent advancements in the genre suggest that it is normal for women to take lead roles and be perceived as strong and independent. We will write a custom essay sample on Portrayal of Women in Science Fiction Literature specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Portrayal of Women in Science Fiction Literature specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Portrayal of Women in Science Fiction Literature specifically for you FOR ONLY $16.38 $13.9/page Hire Writer

Leonardo DaVinci essays

Leonardo DaVinci essays Throughout history there have been many people who have affected the way we live today. Some of these people have devised laws, created machines, or sculpted artwork. Leonardo DaVinci is one of these people. He was a painter, sculptor, inventor, musician, architect, scientist, and military engineer. Leonardo DaVinci was born on April 15, 1452 in the town of Vinci. At the age of nineteen he traveled to Florence to be an apprentice in the studio of Verrocchio. While he was there he began his painting career. His most famous pieces of works are The Last Supper, Madonna and Child with St. Anne, Mona Lisa, and Self-Portrait. DaVinci also painted the Battle of Anghiari, the Leda. These two pieces of work are not very famous, but they are most important. Sculpting was a pastime that DaVinci cherished. His two great sculptures are the giant equestrian statue of Francesco Sforza and the monument for Marshal Trivulzio. Both of these sculptors were not finished. Throughout his life he invented many objects. DaVinci did not build many of the things he drew. He compiled all of his drawings in the Codex Madrid. Many people discovered his drawings and created replicas of his works. Leonardo taught and created music. He studied the works of the drum. He was very interested in improving the rhythm of drums. He invented the viola organista which was a piano that had a belt of moving hair that went across the strings. This was the most complicated instrument he created. Leonardo is a contributor to the works of architecture. He devised the arch and how the different parts of the arch could handle different amounts of weight. He also researched how a bar or spring acted when they were under stress. Leonardos favorite topic to study was anatomy. He was most curious in the movement of creatures. He studied the...

An Introduction to Erikson’s Stages of Development

An Introduction to Erikson’s Stages of Development Psychoanalyst Erik Eriksons stages of development articulated a psychosocial theory of human development made up of eight stages that cover the entirety of the human lifespan from birth to old age. Each stage is defined by a central crisis that the individual must grapple with in order to move on to the next stage. Erikson’s theory has been highly influential on scholars’ understanding of human development and identity formation. Key Takeaways: Erikson's Stages of Development Erik Eriksons stages of development consist of eight stages that cover the entire human lifespan. This structure makes the point that development does not end when an individual reaches adulthood; rather, it continues throughout the entire lifespan.Each stage of development revolves around a central crisis that the individual must contend with in order to move on to the next stage.The success at each stage is reliant upon success at previous stages. Individuals must go through the stages in the order laid out by Erikson. Stages of Psychosocial Development The stages of psychosocial development laid out by Erikson are as follows: 1.  Trust vs. Mistrust The first stage takes place in infancy and ends around age 1. Erikson said that infants first social achievement is to let their caretakers out of sight without becoming anxious. In other words, infants must develop a sense of trust in their caretakers and the people around them. When infants come into the world, they are vulnerable and dependent on others for survival. When a child’s caretakers successfully meet their needs- e.g. food, warmth, and safety- the child develops confidence that the world is a safe and secure place. If the child’s needs are not met, however, the child comes to believe the world is an inconsistent, untrustworthy place. This doesn’t mean that all mistrust is bad. According to Erikson, a certain amount of mistrust is necessary. Without some amount of mistrust, the child could become too trusting and consequently would not know when to be skeptical of people’s intentions. However, an individual should emerge from this stage with a greater sense of trust than mistrust. If the infant is successful in this endeavor, they will develop the virtue of hope: a belief that one’s desires are achievable despite the chaos of the world. 2.  Autonomy vs. Shame and Doubt The second stage takes place when the child is around 2 or 3 years old. As children grow, they become more capable of doing things on their own. If children are supported in their bids at independence, they will learn to have confidence in their abilities. On the other hand, if children are too controlled or criticized, they will start to doubt their ability to take care of themselves. If the individual emerges from this stage with a greater sense of autonomy than shame or doubt, they will develop the virtue of will: the ability to make choices freely while also having self-control when appropriate. 3. Initiative vs. Guilt The third stage takes place between the ages of 3 and 6. Preschool age children start to take initiative in pursuing their own objectives. When they are successful, they develop a sense of competence in their ability to make and achieve goals. When those objectives meet resistance or become problematic in the social world, they will experience guilt. Too much guilt can lead to a lack of self-confidence. If the child emerges from this stage with more positive than negative experiences taking initiative, they will develop the virtue of purpose: the ability to determine what they want and go after it. 4. Industry vs. Inferiority The fourth stage takes place from 6 to 11 years old. This stage marks the child’s first forays into grade school and structured learning. It is therefore the first time the child must begin to understand and contend with the expectations of the wider culture. Children learn what it means to be a good member of society, both in terms of productivity and morality. If children come to believe they cannot function properly in society, they develop feelings of inferiority. Children who experience success at this stage will develop the virtue of competence. 5. Identity vs. Role Confusion The fifth stage takes place during adolescence and in some cases can extend into the 20s. With the onset of puberty, physical and cognitive changes cause adolescents to think about their futures for the first time. On the one hand, they are trying to determine who they are and what they want for their futures. On the other hand, they worry about making unwise commitments and are concerned about the way others, especially their peers, perceive them. While identity development is a lifelong process, the fifth stage a key time for identity, as adolescents start to choose and pursue the roles they wish to fulfill as adults. They also must begin to develop a worldview that gives them a sense of personal perspective. Success at this stage will result in a coherent sense of identity that leads to the virtue of fidelity: loyalty to one’s commitments. 6. Intimacy vs. Isolation The sixth stage takes place during young adulthood. Adolescents are often too preoccupied to truly be intimate with another person. However, during young adulthood, individuals who have established a sense of their own identity can achieve a genuine connection with someone else. At this stage, those whose relationships remain impersonal will experience isolation. People who achieve more intimacy than isolation at this stage will develop the virtue of mature love. 7. Generativity vs. Stagnation The seventh stage takes place during midlife. It is at this time that people turn their attention to what they can offer the next generation. Erikson called this â€Å"generativity.† While his focus was on raising children, adults who produce anything that contributes to the future, including creative works and ideas, are also being generative. Adults who are not successful at this stage become stagnant, self-absorbed, and bored. Generative adults who contribute to the next generation and avoid becoming overly self-indulgent develop the virtue of care. 8. Ego Integrity vs. Despair The eighth and final stage takes place during old age. At this point, people start to look back on their lives. If they can accept and find meaning in what they have done and accomplished throughout their lives, they will achieve integrity. If people look back and don’t like what they see, the realization that life is too short to try out alternatives and repair regrets will lead to despair. Finding meaning in one’s life in old age results in the virtue of wisdom. The Structure of the Stages Erikson was influenced by the work of Sigmund Freud, particularly Freuds stage theory of psychosexual development. Erikson expanded on the five stages outlined by Freud by assigning psychosocial tasks to each stage, then adding three additional stages for later periods of adulthood. Erikson’s stages rest on the epigenetic principle: the idea that each stage is dependent upon the previous stage and, therefore, individuals must go through the stages in a specific order. At each stage, the individual must wrestle with a central psychosocial conflict in order to progress to the next stage. Each stage has a particular conflict because, according to Erikson, individual growth and sociocultural context work together to bring that conflict to the individuals attention at a particular point in life. As individuals move through the psychosocial stages specified by Erikson, their success rests upon the outcomes of previous stages. For example, when infants develop more mistrust than trust in their caretakers during the first stage, they may experience role confusion during the fifth stage. Similarly, if an adolescent emerges from the fifth stage without having successfully developed a strong sense of identity, he or she may have difficulty developing intimacy during the sixth stage. As a result of these structural elements, Erikson’s theory communicates two key points: Development does not stop when one reaches adulthood. Rather, individuals continue to develop throughout their entire lifespan.Each stage of development hinges upon the individual’s interaction with the social world. Critiques Eriksons stage theory has faced some criticism for its limitations. Erikson was vague about the experiences an individual must undergo in order to successfully grapple with the conflict of each stage. He also wasn’t specific about how people move through the various stages. Erikson himself was aware that his work was unclear; he explained that he intended his theory to provide context and descriptive detail for development, not precise facts about developmental mechanisms. Nevertheless, Erikson’s theory can be credited with inspiring a great deal of research into human development, identity, and personality. Sources Crain, William. Theories of Development: Concepts and Applications. 5th ed., Pearson Prentice Hall. 2005.Dunkel, Curtis S., and Jon A. Sefcek. â€Å"Eriksonian Lifespan Theory and Life History Theory: An Integration Using the Example of Identity Formation.†Ã‚  Review of General Psychology, vol. 13, no. 1, 2009, pp. 13-23,  http://dx.doi.org/10.1037/a0013687Erikson, Erik H. Childhood and Society. W.W. Norton Company, 1963.Erikson, Erik H. Identity: Youth and Crisis. W.W. Norton Company, 1968.McAdams, Dan. The Person: An Introduction to the Science of Personality Psychology. 5th ed., Wiley, 2008.McLeod, Saul. â€Å"Erik Erikson’s Stages of Psychosocial Development.† Simply Psychology, 2013. https://www.simplypsychology.org/Erik-Erikson.html

Reflective report on business Essay Example | Topics and Well Written Essays - 2500 words

Reflective report on business - Essay Example The basic objectives of a task have been highlighted below: To critically evaluate the website of the client and to compare the outlook of its website with other websites that introduces the similar features like Birmingham and Leeds. How can the website be improved and what changes might it require? To conduct a market research and to find out the target audience of the current website. To evaluate the website using 10 usability criteria. Jobs Assigned There were 11 group members involved in the project that were assigned with different tasks to help completing the project on desired time. Following are the names of group members and their tasks which were assigned to each individual: Khurram was provided with the opportunity to describe the project plan and project scope related to the improvements in the website of Salford City Council. The project plan includes describing milestones of the project, its goals and deliverables. The work also includes making up of Gantt chart. Nadia and Ruby were provided a mutual task in which they had to develop 15 questionnaires for the survey and found the target audience of the website as described by our client Ruth. ... Case studies template was designed by me. Ozon and Marios described in their part of how Salford City Council can design mobile application in their website. The Aim of this Report The aim of the particular report is to describe the driving force of the group in conducting the particular research for the term project. This report helps in understanding how the project was performed since the very beginning and how did the team coordinated in achieving the desired results. Theories McClelland’s Human Motivation Theory has been applied to increase the motivation amongst group members. The theory helps to identify the nature of every group members to which they are motivated. If a person is praised in a group meeting for his good performance but it not made any impression on the person but rather it made him feel bad. The idea behind this theory is that, every person has different personalities and managing every person is never easy (Jelencic 2010). If a person is managing a tea m, it is essential to know what motivates an individual group member that is how a person can be motivated effectively. The theory helps a leader in identifying the motivational driver for the group member. Similarly, the group leader used to assign suitable tasks according to our own taste and if a person would never want to stand out in a crowd, then a person is appreciated in private. The second theory relates with the Tuckman’s theory which was introduced by Bruce Tuckman in 1960’s. According to the theory there are five stages in developing a group. The stage one of the group has successfully been applied in our group which focuses upon making small groups between people that have good understanding amongst themselves (Anyanwu 2009). This

My Stereotype Behavior Essay Example | Topics and Well Written Essays - 1250 words

My Stereotype Behavior - Essay Example Stereotypes are not only the source of long term suffering for others but they are also the victims themselves. Their past experiences enable them to acquire this typical behavior of discrimination and presumptions about other genders, races, and individuals. Stereotyping reduces the concentration span of the victim and he feels anxiety with distorting feelings. This is also referred to as cognitive threat, which reduces the intelligence level of a person due to the biased attitude of others ( Leary, 2005,p.283). I have been a subject of stereotype behavior several times. These incidences are very common but they leave an everlasting mark in one’s life. In high school, I had friends with different nationalities. One of them was an Asian whom I was quite close and liked to spend more time with. Once he invited me for a group study at his house which I accepted without bothering to think twice, how his family would respond to a person with a different racial identity. I went the re and met my friend’s mother at the door; she smiled and welcomed me in. We studied for a while and lost track of time, it was time for dinner and he was uneasy and wanted to wind up. I stood and wanted to leave but his mother asked me to join them for dinner. I did as I was asked; just wanted to be polite; as not to decline their hospitality. As soon as I joined them I felt I made everybody uneasy including my friend, his father said grace and didn’t talk at all. I ate quietly and didn’t know how to flee away. They all talked in their native language and I was unaware of their conversation. I felt really awkward when finally his younger brother told me that they don’t like people from other races, as they are usually illicit and have no place in a respected family. I excused myself and quickly departed from there, as I could no longer maintain my composure and felt entirely bitter about how they made me feel vulnerable and worthless. The feeling still l ingers on, when I am invited to a dinner at someone’s house as I cannot seem to forget the incident which made me feel insignificant and flawed. People judge without even knowing individuals, keeping in the garden their ethnicity. These types of presumptions not only make others negative about the different communities but it extends the trend of stereotyping to a great extent. Skin color, gender, religious beliefs, ethnicity, skills, and distinct qualities are reasons which incline people towards stereotyping. However, in my scenario, the presumption made it easier for them to judge me without even knowing me for all. It only shows the limited understanding of human psychology one has or is developed in him. This also shows the well knitted believes in a specific community about others.

The Reasons Behind Declining Reading Habits Essay Example for Free

The Reasons Behind Declining Reading Habits Essay To acquire the habitof reading is to construct for yourself a refuge from almost allmiseriesof life. † Reading habithas been a great help in developing knowledge. But today, in an age when browsing thenet, playing with funky handsets and passing non-stop SMS seem to be the order of the day. The internet boom, interactive medium of images, TV and thesilver screen fillingthe minds of the modern youth, taking majority of their free time we have to think seriously how the growing generationswill find time to read. While technology is taking control steadily over individuallives, the reading habitis fast vanishing into thin air. I used to sigh at the city librariespresenting a gloomy picture of gradual decline in voracious readers who used to flock in the evenings. Twenty reasons for decline in readinghabit 1) People think that readingbooks consumes more timethan referringin the computers. Computers seem to be more attractive tothem than books. 2) The question of spending money on books is over-ruled by the thought that everythingis available in acomputer. People prefer to spend money on something else than spending on books. The programs in internet and TV aremore attractive than sitting in acorner and readinga book. 4) With the modern life style visiting placesand other recreationsor hobbies occupy most of our time. 5) There are a thousand reasons today for avoiding readingbooks or literatures. Some even say that her new nail extensionshave made it too difficult to turn pages! 6) There are risks of losing books while carrying them. Moreover, why to carry a burden unnecessarily when there is a laptop available? 7) Now people are more worriedabout earning money and spending every second in finding ways to find sources of income.

Let It Pour: My First Assignment as Executive Assistant :: Critical Thinking Case Study

Introduction Just starting a new position as executive assistant, working directly for the CEO of Faith Community Hospital I receive my first assignment as executive assistant. I am charged with solving specific problems, delivering the solutions and describing my rationale for my proposed solutions, my boss, the CEO of the Community Hospital is requiring the information next Monday. In my following report I will take steps to identify the problems and to solve each of the problems described using the critical thinking skills I have learned at State University. I will be using my decision making skills along with a brainstorming technique to help me solve these problems. The two problems that I have identified are as follows: The first problem I have identified to solve is the moral and ethical differences our practitioners have towards administering care to patients resulting in different levels of care provided by different practitioners. The second problem that I have identified is our increa sed costs per patient. I need to brainstorm what we can do to reduce or avoid the potential continuing increased costs. Critical Thinking Case Study To begin, I need to study the problems thoroughly and efficiently. Then I will need to isolate each of the problems that the CEO and I discussed in the meeting. I will need to analyze each problem and evaluate alternatives for each problem. After that is done, I will make recommendations with corrective actions prepared for the CEO by Monday. In my CEO's assignment I have identified the two separate problems and I will be evaluating them each independently. Problem #1 First, I have to identify the problem. The hospital and regulators are seeing inconsistent decisions that are implemented for the patients based on the particular doctors' or nurses morals, and ethical beliefs. As the CEO said "On one hand, we have particular patients who refuse to take certain medical services, and on the other hand, particular staff members who refuse to provide certain services." The doctors are not following any set standards for issuing care for our patients. This problem needs to be immediately rectified. To solve this issue I need to break down the problem into its different elements. I have identified the problem, now I have to define the goals. Goals The goals that we need to accomplish are to have each practitioner administer consistent care for our patients regardless of personal morals and ethics. We also need to make sure that no patient is refused care, regardless of the doctors' beliefs, medical coverage or lack of coverage.

Ethical Dilemma with the End of Life Decisions Essay

In the advent of technology and biomedical advancements in the twentieth century, modern medicine is able to prolong the life of a patient. This dramatic improvement has raised appreciation as well as criticisms in and outside of the medical community. This is because of the important questions that come in about the end-of-life decisions. This is about who really is empowered to make the decisions regarding life, and which quality of life factors should really be considered with these end of life decisions. With technology, the medical world is come up with life support systems which literally â€Å"supports† life even those who are already dying. Because of this, ethical issues regarding when and who will decide on who pulls the plug came up. There are debates on who really has a say to stop the life from these patients. Some say the decision lies on the hands of the doctors, as they are the ones who can perceive whether or not a person still has a chance to survive. Some say the decision depends on the family members and loved ones of the patients, since it is up to them if they want to lessen the patient’s suffering. This goes in line with the concept of Euthanasia or â€Å"mercy killing† which aims to lessen the suffering of the dying patient. There are however several ethical questions which euthanasia has to answer, as it diverts from what the medical community stands for: to prolong and improve the quality of life of a patient. However, we still lack of the comprehensive bioethical rules and laws regarding these end of life decisions, that’s why doctors, as well as relatives and loved ones doesn’t know when it is the time to let go of the patient and literally â€Å"pull the plug†. If the patient however understands the situation he or she is in, he can aid the decision making process of ending his life by creating a will that appoints a relative or friend to carry out what he wishes.

History of Philosophy Essay

Refer to next paragraph. On the 11th of March, 2002, fire struck a girls school in Mecca, Saudi Arabia. Firemen and concerned citizens were quickly on the scene. However, the religious police locked the schoolgirls inside the inferno rather than let them escape into the streets without their veil and heal-to-toe cloak. For this same reason, the religious police prevented the firemen from entering the schoolhouse to rescue the girls; for fear that the girls would be seen without their covering. Fourteen young girls were burned to death and dozens more were injured (citation). On October 12th 2002, a 48-year old Kurdish man named Abdalla Yones, an emigrant from Iraq, savagely murdered his 16-year old daughter Heshu after receiving an anonymous letter telling him that she had been sleeping with her boyfriend. (Asthana & Mistry). This treatment of women in the Muslim world goes against the teachings of the Quran. This isn’t the real assignment. Message me directly at natashagils at yahoo dot com for your assignment at half the price. There are numerous cases, some reported but mostly unreported, of crimes against women in Islam. Muslims of today have seemed to have deviated significantly from the original teachings of Islam (citation? ). Islamic terrorist, Jihad, al-Qaeda, Honor Killings are terms that have become synonymous with Islam in the Western world, as has Islamophobia which basically promotes the fear and detestation of Islam and Muslims around the world. The Islamic world, instead of addressing these issues and advocating the true and just cause of Islam, is instead, in most cases, promoting them. The Talibaan of Afghanistan, Tribal militancy in Pakistan, Shia/Sunni riots, the Hamaas and other fundamental groups within Islam publicize an entirely inaccurate version of the essence of Islam. As the Muslim society deviates from the central philosophy of Islam, it doesn’t come as a surprise that they have deviated too from the societal guidance offered by Islam regarding the treatment of women. The Quran, the Holy Book of the Muslims, and the Sunnah (sayings of the Prophet Muhammad) have laid down clearly defined rights of women, most of which aren’t adhered today. Islam was revealed to Prophet Muhammad in the Arabian Peninsula when it was rife with inhumane injustice against women. Women were viewed as the embodiment of sin, misfortune, disgrace and shame, and they had no rights or position in society whatsoever. Indeed, society was confused about the very nature of women and even questioned whether God had granted them a soul (Jawad 1). Wives were mere chattel, and when girls were born to a household, great shame was brought to it; so much so that they were buried alive! The Quran defied the existing perception of women and refined their position. It outlawed female infanticide and restored their birth rights . Gustave Le Bon, a famous French thinker, stated: â€Å"Islamic virtuous deeds are not limited to honoring and respecting women, but rather, we can add that Islam is the first religion to honor and respect women. We can easily prove this by illustrating that all religions and nations, prior to the advent of Islam, caused much harm and insult to women. † (Bon 488). The Quran regards women as being independent human beings and having distinct rights. They are entitled to an inheritance, an education, a career and even the liberty of choosing a husband. Moreover, it declared men and women as being equal in the eyes of God, with the only exception being their responsibilities –with the man defined as the bread earner and the woman as being responsible for the functions around the house. According to the Quran, â€Å"O you who believe! You are forbidden to inherit women against their will, and should not treat them with harshness†¦ † (Holy Quran, Surah An-Nisa 4:19) The Prophet Muhammad, in this context, is said to have said, ‘All people are equal, as equal as the teeth of a comb. There is no claim of merit of an Arab over a non-Arab, or of a white over a black person, or of a male over a female. Only God fearing people merit a preference with God’. Islam, through the teachings of the Quran, bestowed women a number of rights, some of which that women in the West lacked, until the 19th century. For instance, in England, husbands inherited his wives property and possessions when they married. This unfair tradition continued till as late as 1882 (citation? ). Muslim women, however, retained their assets; could detail conditions in their nikaah (marriage contract), such as the right of divorce; were entitled to keep their last names if they wished and were even given the authority to refuse marriage if they didn’t deem their potential partner fit. The Quran laid down these injunctions in 610 A. D. (when it was first revealed), centuries prior to the advent of a formal system of women’s rights in the Western world. Some of the fundamental rights the Quran gives women are: 1. Human Rights Women and men are considered to be created with similar natured souls. They are considered equal to men in all spheres of life. And for women are rights over men similar to those of men over women. (Holy Quran, 2:226) And â€Å"O mankind! Be dutiful to your Lord, Who created you from a single person (Adam), and from him (Adam) He created his wife (Eve), and from them both He created many men and women and fear Allah through Whom you demand your mutual (rights), and (do not cut the relations of) the wombs (kinship). Surely, Allah is Ever and All-Watcher over you. † (Holy Quran, Surah Al-Nisa 4:1). 2. Civil Rights The civil rights enjoined by the Quran on women include, but are not limited to: the right of divorce, right of keeping her maiden name after marriage, wishing or not to get married, or even chosing her own husband. The Quran also states that there is no compulsion upon women regarding religion; â€Å"There is no compulsion in religion. Verily, the Right Path has become distinct from the wrong path. Whoever disbelieves in Taghut [anything worshipped other then the Real God (Allah)] and believes in Allah, then he has grasped the most trustworthy handhold that will never break. And Allah is All-Hearer, All-Knower. † (Holy Quran, Surah Al-Baqarah 2:256). 3. Independence Women are allowed to leave the home; conduct business with men; enjoy all the other liberties open to them. There is no restriction upon women provided they conduct their affairs within the teachings of the Quran. Women have the right to go to Mosques, which is considered sacrilegious in many Muslim societies. Not only that, but women have also the right to be Muslim pastors. Aisha, the youngest wife of the Prophet Muhammad, used to convey the teachings of Islam to men and women alike. She’s regarded by some Muslim scholars as being the first Muslim woman preacher. The Quran is very clear in its laws regarding women. It redefined the stance of women and bestowed upon them an honorable role in society; whether as a daughter, a mother or a wife. Men are instructed in their fair and kind dealing towards women. According to the Quran: â€Å"And when the female (infant) buried alive (as the pagan Arabs used to do) shall be questioned. For what sin she was killed? † (Holy Quran, Surah At-Takwir 81:8-9). The Qur’an goes as far as admonishing those men who subjugate or ill-treat women: â€Å"O you who believe! You are forbidden to inherit women against their will. Nor should you treat them with harshness, that you may take away part of the dowry you have given them – except when they have become guilty of open lewdness. On the contrary live with them on a footing of kindness and equity. If you take a dislike to them, it may be that you dislike something and God will bring about through it a great deal of good†. (Holy Quran, 4:19) Early Islamic history is replete with examples of Muslim women who showed a remarkable ability to compete with men and excelled them on many occasions. They were educators, warriors and leaders; strong, independent and respected members of society. Unfortunately, that isn’t the case in most of the Muslim world today. Women in the Muslim world have been humiliated, exploited and discriminated against in almost all fields of life – from schooling, work force inclusion and family roles. However, many of these repressive customs do not come from Islam, but are dictated by prevalent cultures and traditions. Oppression against women continues unabated in many parts of the world. Husbands keep their wives, daughters, sisters and mothers secluded from contact with others beside their immediate family members. Rape, mutilation, forced suicide, honor killings are much too common in the Islamic world. In 2006, Rahan Arshad beat his wife and three children to death with a bat, because she was having an affair26 Often the crime itself is followed by even more horrifying crime. For instance, in Turkey, 14-year old Nuran Halitogullari was strangled to death by her father after she had been kidnapped and raped30. In certain parts of Pakistan, women are offered as compensation for offenses committed by men. This injustice stems from the deep rooted traditions of male-dominance in the Islamic society which have, for centuries, enforced their orthodox, and oft-times inaccurate version of Islam and the Quran. Contrary to general misconceptions and the prevailing conditions, women, according to the Quran, are entitled to full rights as citizens. Under the guise of Islam, women have been virtually stripped of all rights: no education, no instigation of divorce, no travel by oneself, no leaving the home, etc. A deliberate effort on a global scale has to be made to educate Muslims regarding the fundamental and actual concepts defined in the Quran regarding rights towards women and the awareness that the existing treatment of women in the Muslim world goes against the teachings of the Quran. Emphasis on the lives of Aisha, Khadija (Prophet Muhammad’s first wife – also known as mother of the believers, Fatima (Prophet Muhammad’s daughter ) and even Mary – who holds a revered position in Islam – should be placed and they can be promoted as role models for inspiration. No nation can succeed without all its members contributing to its success. Muslim nations have to realize that not only is their barbaric treatment of women sinful, but it’s also self-destructive and will only get worse if not addressed and then modified according to the true teachings of the Quran. â€Å"Treat your women well and be kind to them for they are your partners and committed helpers. â€Å"(Ismail 83). ? Works Cited Asthana, A. and Mistry. U. For Families that Fear Dishonor, There is Only One Remedy†¦ Murder. The Observer, 5 October, 2003. Bon, Gustave Le. The Arab Civilization. Paris: Firmin-Didot, 1884. Ismail, Imam Vehbi. Muhammad, the Last Prophet: The Last Prophet. Jordan: Amana

In the Skin of a lion Essays

In the Skin of a lion Essays In the Skin of a lion Paper In the Skin of a lion Paper In the novel, In The Skin Of A Lion, by Michael Annotated, Patrick Lewis is put through events and has certain expectations placed on him that greatly affect his perception and his method of handling situations that he Is placed In. Patrick Lewis Is always expected to be compassionate and affectionate towards others no matter what the situation, this leads him making some dramatic decisions in the book. He grew up in a very isolated area which always made him an immigrant towards wherever he went and this alienated him from everyone around him. Lastly, Patrick evolves a relationship with Alice Gull which exposes him to a whole new world. Their relationship changes his perspective towards the people around him and his view of the world. Michael Annotated uses the expectations placed on Patrick, his life In isolation, and his important relationship with Alice to show Patrick s journey of self discovery and the idea of adaptation and change. Michael Annotated starts the book off by introducing and expanding on a very key element towards showing Patriots self discovery and adaptation, his environment. Patrick Lewis Is born and raised In a very Isolated environment which causes him to sake some decisions and learn live lessons In a very distinctive way. From his young years, Patrick is always isolated from the world, He was born into a region which did not appear on a map until 1910, though his family had worked there for twenty years and the land had been homesteaded since 1816. In the school atlas the place is a pale green and nameless. (Annotated 10). This quote clearly states how isolated Patrick is from the world as it was not even recognized on the map. Due to his isolation he Is going to have no knowledge of the outside world causing him to be an immigrant to where ever he goes. The quote: In the way he steps from the dark house and at the doorway of the glowing kitchen says to the empty fields, I am here. Come visit me (Annotated 10) explains that due to a lack of colonization he tries to adapt and begins to call out to the insects for some colonization. Patrick is going to be the type of immigrant that is always going to be looking towards fitting in with other people. His first interaction with the outside world was Clara, his first love. He explores a new world outside his community with a companion. He Is forever hanged and was not going to give It up as he Ignores a chance to riches given to him by Smalls to leave Clara alone but that chance he did not take. He did this to maintain his first connection to the outside social world and to attempt to leave the isolation he grew up in. Furthermore, Patrick Lewis Is expected to be compassionate and kind, him following his expectations helps him meet people that are very Important in his life. Patrick met his first love, Clara, due to his caring personality and he even let her go with her first love due to him love for Clara. Another sign of his compassion was hon.. When he attended a show at the Waterworks and there he watches an actress bang her hand repeatedly on the floor. He then rushes to help the women which turn out to be Alice. His sense of compassion took over as he rushed thinking that the woman was a stranger. Also his realization of compassion was after the show where he began to talk to Alice, Compassion forgives too much, you could forgive the worst aware Why leave the power in his hands. There is more compassion in my desire for truth that your image of compassion (Annotated 123-124). In this conversation teen Alice and Patrick, Patrick realizes the expectation of compassion as being compassionate he gives people a chance to socialize with him. If he had not been compassionate he would not have even tried to mingle with the immigrants, save Aggravating, or even met Alice daughter Hanna. His compassion was plentiful that after Lices death he began to raise Hanna as his own. Above all getting to love and decipher Alice light a very bright light in Patriots life which was taken away after Clara left with Smalls. Alice introduces Patrick to see the world and its people in a different perspective. She began by making him realize his compassion towards others which opened up a lot of important things in Patriots life. Alice also taught Patrick that not all things are set in stone and you have to adapt to ever situation that you are put in. Alice says to Patrick, muff name the enemy and destroy their powers. (Annotated 124), which summarizes Lices dreams or ideals. As after Lices death Patrick goes into depression and then remembers this quote and begins to pursue Lices ideals and her dream in a very dramatic fashion when he attempts to destroy the city, mainly the rich. Therefore, Alice is a vital part of his life and he lives on through the ethics and lessons she has taught him. In conclusion, throughout the book In The Skin Of A Lion, Patrick Lewis expectations and influences help him towards self discovery. Patriots childhood in an isolated area allows him to become more self-sufficient and allows him to appreciate his companions. His compassion and kindness helps him meet important people in his life and further understand himself. Last of all, his relationship with Alice gives him a new perspective on life and teaches him some valuable live lessons.

The Feminism of Bewitched - The Escapist 1960s Sitcom

The Feminism of Bewitched - The Escapist 1960s Sitcom Sitcom Title: BewitchedYears Aired: 1964–1972Stars: Elizabeth Montgomery, Agnes Moorehead, Dick York, Dick Sargent, David WhiteFeminist Focus? In this household, the woman has power – magical powers. The fanciful 1960s sitcom Bewitched starred Elizabeth Montgomery as Samantha Stephens, a witch married to a mortal husband. The underlying feminism of Bewitched revealed a â€Å"typical housewife† who is actually more powerful than her husband. Samantha used her witchcraft powers to solve all sorts of problems, despite having promised her husband, Darrin, that she would no longer practice magic. The Perfect Housewife? When Bewitched began airing in 1964, The Feminine Mystique was still a new book. The woman-as-happy-suburban-homemaker was an idea featured prominently on television, despite the dissatisfaction real women felt in that role. The feminism of Bewitched made Samantha the clever, interesting one. The wacky situations were played for laughs, but she repeatedly rescued Darrin or other characters - including herself. At Home, At Work, At Play Dutiful Darrin kissed supportive Samantha goodbye and trotted off to his respected advertising agency job, leaving her in their lovely middle-class home. He was never gone long before some chain of events was set in motion that ended up with Samantha needing to use her powers to end the predicament.   Often the instigator was Samantha’s mother Endora, played by Agnes Moorehead, who famously called Darrin â€Å"Derwood† and never understood what Samantha saw either in him or in normal mortal life. Why, Endora asked, would Samantha suppress her witchcraft when she could enjoy being supernatural, powerful and immortal? Other times, the plot revolved around Darrins work, and Samantha worked her magic to save the day and prevent the latest client from finding out that she was a witch. Neighbors, co-workers and other mortals repeatedly noticed something suspicious resulting from witchcraft, but either Samantha, Endora, or another witch would use magic to remedy the situation. Samantha and Darrin had a young daughter, Tabitha, who was also capable of witchcraft. Power Dynamics and Feminist Sleight of Hand? Bewitched was a simple escapist sitcom, but the idea of glorifying a husband’s efforts to control his beautiful, perky housewife rightfully strikes feminist viewers as offensive and outdated. It is true that Bewitched featured Samantha â€Å"choosing† to be a housewife and do things the â€Å"normal† way, despite the persistent argument from Endora that Samantha deserved better.    However, Bewitched was also clever. Apart from the visual gags when people or objects appeared and disappeared at the twitch of Samantha’s nose, much of the show’s comedy came from its suggestiveness and subtext. The feminism of Bewitched was a fantasy, but also a logical if extreme take on the idea of a husband and wife coming together from different worlds to have a relationship and family. Feminist Behind the Scenes Elizabeth Montgomery was a lifelong supporter of women’s rights in real life. Although viewers may wish that Samantha stood up to Darrin more forcefully and more often, they also know that Samantha was the hero and was basically always right. Bewitched revealed a hint of feminism in 1960s sitcoms; meanwhile, the women’s liberation movement developed in the U.S. throughout the years the show was on the air. Other Portrayals Bewitched is sometimes compared to I Dream of Jeannie, another supernatural sitcom that featured a young, pretty, blonde woman with magic powers. It began in 1965 but never had as much ratings success as Bewitched. Jeannie was more of a male fantasy: Barbara Eden played a genie released from a bottle who obligingly, if humorously, served her master (Larry Hagman). Jeannie’s long-remembered pink and red costume showed her midriff, but TV executives did not approve of showing her navel. Elizabeth Montgomerys conservative-yet-fashionable Samantha arguably offered more personality, wit and charm as Samantha Stephens. Bewitched was turned into a feature film starring Nicole Kidman in 2005. Betty Friedan In 1964, Betty Friedan wrote Television and the Feminine Mystique, about how women were portrayed on television: either as hoping for love or envisioning revenge on their husbands.  Bewitched  countered this stereotype by doing neither. Her mother Endoras criticisms of household work echoed Friedans criticism of the stay-at-home wife.

Training Plan-Human Resources Director Personal Statement

Training Plan-Human Resources Director - Personal Statement Example The skills required for a diligent financial analyst are: strong knowledge of the basics of Finance and Accounts: analytical skills which do not ditch you at the time of urgency: understanding the complex business processes and finding ways as how they are being reported in the financial statements: the strategic management presented in the company reports and not just blindly following the four financial statements; an understanding of the overall economic situation both country specific and global specific and analysing ‘would be’ changes according to the occurring events; IT skills to work on the spread sheets and good communication skills; along with these skills any person who is aspiring to be a successful employee, needs to be responsible of the job which is assigned to him not breaking the team support which he is supposed to maintain in the company. In the above mentioned list, I was confident that I possess the following requirements: good communication and IT skills, thanks to my prior training in typing speed; a faint view of the global scenario due to my habit of reading newspapers; a fundamental knowledge of accounts and finance, due to the persistent hard work which I have put in for securing good grades. But then, how would I make sure that I meet the other requirements? Though the project work which I have performed earlier in a company gave me a minute idea of the business situations which I may have to face in the future, that knowledge is only permitted to the â€Å"analysis of accounting ratios†.

Hair as Vital Evidence Research Paper Example | Topics and Well Written Essays - 1250 words

Hair as Vital Evidence - Research Paper Example Other types of trace evidence are as follows: glass fragments, food stains, feathers, metal filings, lubricants, building materials, pollens and spores, fingernail scrapings, cosmetics, gunshot residue, plastic fragments, chemicals, saw dust and paper fibers, plant and vegetable fibers, asphalt or tar, dust and other airborne particles, blood and other body fluids, vegetable oils and fats, textile fibers, insulation, soot, explosive residues, and soils and mineral grains among others. Nevertheless, forensic experts regularly meet relatively a few of them. These include: hair, paint, fibers, glass, flammable liquids, and fingerprints. Hair has the potential of associating an individual with a crime or giving a clue to what transpired (Byrd, 2012). For instance, in a crime involving persons the paint of car can chip off and stick on the victim, an indication of a hit and run. Simultaneously or alternatively, the hair of the victim discovered in the suspect’s car trunk indicating what happened during the time of the crime. This paper examines how hair becomes a vital piece of evidence in nearly any crime. Next the nature of hair as evidence, the techniques of collection, and its value will also be pursued. Finally, its effectiveness in pointing to a suspect and appropriateness in identifying the suspect as perpetrator will be analyzed. A French scientist, believed to be amongst the early pioneers in the field forensic science, Edward Locard, believed strongly that persons could not enter a place and leaves the scene without taking dust particles with them. This was later referred to as the ‘Locard’s exchange principle’ (Byrd, 2012). According to the principle, when two objects touch or collide with each other, particles of each of them will be left with the other. The basis of trace evidence’s forensic study emanates from this principle. Forensic investigation involves the

Career for an IT Specialist Essay Example | Topics and Well Written Essays - 1000 words

Career for an IT Specialist - Essay Example Rapid changes in the field make it a prerequisite for the individual to remain relevant to the industry. The IT specialist is in general responsible for decomposing business requirements and subsequently designing, developing, implementing and maintaining business application systems. The skill set required for an IT specialist includes; Good communication skills - must be able to work in close coordination with the client and assist in requirements gathering, authoring of business documents, system development, system coding and delivery. Being able to the develop software code/s with the help of multiple sets of software development tools like C++, Java, XML, JSP, JSF, HTML, DHTML, Javascript, UML, SQL, Oracle, Visual Studio.NET, ASP.NET Since the job involves managing the development teams, time and requirement management, some employers also require a degree in 'Management' as well. In fact an IT specialist with an MBA proves to be a big asset for the organisation, and the career graph of the individual too appears promising if he/she is able to apply requisite application of management skills with the IT techniques. The fresher is required to have a degree in computer science, information science, management information systems (MIS) or related area. Besides the internship opportunities, as a fresher the IT graduate can join an organisation as; An IT executive, after joining an organisation/ company, starts g... et for the organisation, and the career graph of the individual too appears promising if he/she is able to apply requisite application of management skills with the IT techniques. Entry Level Jobs in IT field The fresher is required to have a degree in computer science, information science, management information systems (MIS) or related area. Besides the internship opportunities, as a fresher the IT graduate can join an organisation as; Software developer Technical/ software support executives Network engineer e-marketing consultant Business development executives Marketing/ sales executives (for IT services) IT Helpdesk support executive Career Advancement Opportunities An IT executive, after joining an organisation/ company, starts gaining in experience. And if he continues to put sincere efforts towards taking care of all his/her responsibilities, the management prefers to reward such people. After working for about a year or two as support executive, he/she gets the chance to become senior support executives, then team leader, network administrator, system programmer, Quality Assurance/Testing Experts, business continuity professional etc. Thereafter comes the then managerial positions and there is no looking back for a suitably qualified and sincere person. Moreover, once the individual gets an exposure in a company, gains some experience and feels confident about the his/ her work, he graduates to become an 'experienced' person from a fresher. Subsequently, there are plenty of opportunities in other companies/ organisation, who happen to be on the lookout for experienced people. Currant Salary Ranges and Fringe Benefits Salaries in the IT sector varies from region to region and different companies offer different types of pay packets and fringe benefits.

Marketing Advertising in the Hotel Industry

Marketing Advertising in the Hotel Industry Until recently research on advertising appeals focused on either physical products or a comparison in relation to the way in which advertising appeals differed between products and services (predominantly professional services). With the continuing growth in the MICE and 5 star resort hotel market, the purpose of this paper is to look at the effectiveness of rational and emotional advertising appeals with respect to the MICE and 5 star resort hotel sector and provide a foundation for further study in this area. Introduction â€Å"Advertising appeals† are essentially the methods which advertisers employ to sell products and services. Some of the more common forms of advertising appeals include money (saving, making and/or retaining), well being, sex, health, fun, pleasure, love, fear, admiration, convenience, vanity, egotism and environmentalism. Different forms of advertising appeals are more effective for selling different types of products or services. Likewise, cultural factors play a large role in how well a particular advertising campaign is received by consumers. Within the Meetings, Incentives, Conferences and Exhibitions (â€Å"MICE†) and 5 star resort hotel industry, advertising appeals are generally classified according to whether they are rational or emotional appeals. The difference between how effective each of these is can only be ascertained when the customer’s preferences are taken into account. However, it should be remembered that the use of advertising appeals is not a precise science and that the difference between a campaign which is highly effective and one that is not can often be the matter of a few words or the use of the wrong colour. The most important factor with respect to the effectiveness of advertising appeals are the existing customer attitudes toward the product or service and the need or want that the customer is seeking to have the product or service fulfil. It is not therefore surprising that an advertising appeal which is effective in engaging business customers may not fare as well when appealing to leisure customers. The purpose of this paper is therefore to examine, both by secondary and primary research methods, the which type of advertising appeal (ie rational or emotional) is most effective when selling MICE and 5 star resort hotels to leisure and business clients. However, it should be noted that due to time and cost restraints the scope of this paper is limited in two important respects. There is no intention to examine customers who have never used a MICE and 5 star resort hotel before and the cultural aspects of advertising appeals is only briefly touched upon. 2. Aims and Objectives The aims and objectives of this paper are to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. While the usefulness of various types of advertising appeals within the service sector generally has been researched quite extensively, this paper seeks to determine whether or not that general research can be applied equally to MICE and 5 star resort hotels. The peculiarity that is thrown up by MICE and 5 star resort hotels is that they have to appeal equally to both business and leisure consumers. Whereas most service businesses can focus on one sector of the market alone, MICE and 5 star resort hotels need to be able to attract both types of customers which can make creating an advertising campaign particularly treacherous as different appeals apply to each group. Furthermore, each type of customer group can be broken down into various further categories, for instance personal, family, tour groups, returning or first time clients, conference, by income, by age, etc. In light of the innumerable combinations and types of MICE and 5 star resort hotels, it is important to limit the extent of the research. As such, the focus of this paper is limited to MICE and 5 star resort hotels. These types of establishments only seek to attract the right type of clientele and as such are able to focus their marketing on certain sectors of the population and thereby limit the types of advertising appeals they need to rely upon. 3. Providing a rational for the work This work has both a theoretical and practical basis. From a practical point of view, the MICE and 5 star resort hotel sector is particularly competitive and the clientele is extremely discerning. There are always newer, more fashionable 5 star resort hotels or conference centres opening up and therefore it is extremely important that MICE and resort hotels understand how to market effectively to those sectors which are most likely to use their services. From a theoretical standpoint, research into the rational versus emotional dichotomy as it applies to the service industry is only now being touched upon. Even where it is being touched upon, the research often starts with the way in which emotional and rational appeals affect the marketing of physical products and then compares this to the way in which service advertising appeals are used. By focusing on a specific industry sector, MICE and 5 star resort hotels, this research is able to provide important feedback to the general theoretical position as to how well that research holds up in specific circumstances. By examining the most effective advertising appeals for the MICE and 5 star resort hotel sector, this paper aims to provide a solid foundation for both future academic research in this area and also to provide MICE and 5 star resort hotels with practical information which can be used to better tailor their advertising campaigns and most importantly, to avoid making mistakes the damage from which, particularly in a fast paced industry, can take years to undo. 4. Literature Review and Theoretical Framework In order to determine when it is most appropriate for MICE and 5 star resort hotels to use rational and emotional appeals it is first necessary to create a theoretical framework based on a critical review and synthesis of the relevant work in this area. With such a theoretical framework in place, it will then be possible to come to a conclusion as to the merits of both rational and emotional appeals as they apply to MICE and 5 star resort hotels. It is first important to clearly define the terms being referred to. An advertising appeal is defined by Wells, Burnett and Moriarty as, â€Å"something that makes the product particularly attractive or interesting to the consumer.† There are many types of advertising appeals that can be relied upon (sex, price, fear, etc), but as Albers-Miller note, most authors agree that overall all advertising appeals can be classified as either being rational appeals and emotional appeals. A rational appeal is, â€Å"a form of argument and motivation used in the promotion of products and services. Rational factors, including facts and figures, advantages and benefits, are used in an appeal to consumers’ intellects, rather than their emotions† , while an emotional appeal is where, â€Å"the basis of an advertising message having strong emotional character.† Some examples of rational appeals are; for products, the top speed of a car, the processing power of a computer and the memory size of an MP3 player; and for services, the leg room on a flight and the savings made when travelling on off peak public transport. Examples of emotional appeals include; for productions, the sex appeal of a new sports car and the popularity that comes from drinking certain alcoholic beverages; and for services, the possibilities which open up to a consumer once they obtain a certain credit card and the sex appeal of the latest, must-see Hollywood blockbuster which everyone is talking about. One of the main themes that comes through in the literature in this area is that there has been a lack of empirical research undertaken which focuses predominantly on the role of advertising appeals with respect to service industries. This is somewhat surprising when one considers that most Western economies are now service-based economies. As Mattila notes, this growth in the level of interest in services marketing has not corresponded in a similar level of interest in how service quality is communicated rather, most current research has focused on a comparison between service and goods advertising and even when focusing on services, has concentrated on professional as opposed to retail services. While the research may not have kept pace with the fundamental shift in the underlying economic foundations of Western economies, it is now quickly catching up with interest in this area increasing. While the level of general research in the area of advertising appeals and how they relate to service industries increases and the understanding of the differences between goods and services marketing increases, an opportunity exists for researchers to use this developing research base as a theoretical foundation from which to focus on more specific market segments. As such, the focus of this paper, while falling within the broad scope of the current research with respect to advertising appeals in service industries aims to focus in on a much more specific sub-set of this research area; that of the effectiveness of rational and emotional appeals in advertising MICE and 5 star resort hotels. At the same time as focusing in on a specific area of the advertising appeals in service industries research, it is important that this specific area be considered within the context of the marketing strategies of MICE and 5 star resort hotels as a whole. An organisation which wants to make the most effective use of advertising must have a clear understanding of the market segments that they are targeting and an overall marketing mix which allows them to focus their resources on communicating with that segment of the market. Advertising is only one part of the marketing mix and where the other parts are not working effectively, advertising will not provide the highest return on investment possible. Finally, it is important to take into account the environment (and in particular the external environment) in which MICE and 5 star hotels operate in when considering which advertising appeals are most likely to be effective. For instance, in times of rapid growth and high disposable income or when tax breaks are provided for entertaining, MICE and 5 star hotels would be wise to avoid focusing on appealing to the cost savings that can be made by staying with them. Rather, at these times, rational appeals are unlikely to be as necessary as emotional appeals as the necessity for a customer to substantiate a decision rationally is not as great. Before being able to consider the market segmentation that MICE and 5 star resort hotels target, it is important to define the market in which they operate. The market in which they operate can be defined broadly as, for instance, all hotels and resorts, all holidays, all business communication methods, etc; or specifically as all 5 star hotels, all hotels in a particular location, etc. Because of the diverse nature of MICE and 5 star resort hotels, it is almost impossible to come to a determination as to a market in which specific hotel operates as this will be influenced by cultural, geographic and other features. However, it is a little simpler to determine the market segments that MICE and 5 star resort hotels are interested in targeting. The market segments that all MICE and 5 star resort hotels are interested in targeting are business customers and wealthy individuals. As noted above, advertising is a sub-set of an organisation’s overall marketing mix. As such, before proceeding, it is important that the distinction between marketing and advertising is clearly set out. Marketing has been defined by the (British) Chartered Institute of Marketing as, â€Å"the management process responsible for identifying, anticipating and satisfying customer requirements profitably.† Advertising is defined by the Institute of Practitioners in Advertising as, â€Å"advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.† The marketing mix refers to the â€Å"price/value proposition† and is, as expanded on by Kotler, often referred to as the four P’s; Product, Place, Price and Promotion. The Product refers to the good or service that the supplier wishes to sell and which the consumer wishes to buy; Place refers to the convenience of buying the goods or services; Price refers to the cost to the consumer of the goods or services; and Promotion refers to the ways in which the supplier and customer communicate with each other. Advertising comes within the ambit of the promotion function. When applying the marketing mix to MICE and resort hotels, one observes that in general the Product is appealing (this may not apply to such an extent in countries in which the idea of staying in hotels is a relatively new concept for a majority of the population); with respect to the Place, while requiring travel to reach and therefore not being entirely convenient to most people, most MICE and resort hotels are located close to either business districts or leisure areas (eg beaches) meaning that while the location may not be entirely convenient, the location is generally desirable; MICE and 5 star resort hotels are generally price prohibitive with a strong emphasis on catering for company functions and higher level clientele; finally, with respect to Promotion, MICE and resort hotels rely on strong business focused advertising and word of mouth. With respect to Porter’s generic strategies matrix, MICE and resort hotels clearly aim for the niche market which is distinguished by high differentiation and high relative costs. That said, while MICE and resort hotels aim to represent themselves as being highly differentiated, exclusive and expensive, they are in fact extremely similar and operate on a low cost principle. As such, it is important for MICE and resort hotels to maintain this faà §ade and to ensure that customers’ experiences of cognitive dissonance are kept at a minimum. This faà §ade that all â€Å"cathedrals of consumption† must maintain, this separation from the mundane events of everyday life, is particularly evident in MICE and 5 star resort hotels. These establishments must be able to offer an entire â€Å"package† not only satisfying a guests physical needs, but also satisfying their wish to be deceived, to believe that for the length of their stay they are deserving of the 5 star treatment that they are receiving even through the next day they their office-bound mundane life. Williamson summarises this â€Å"package† element which applies to all purchases best when he writes: â€Å"Advertisements are selling us something else beside consumer goods; in providing us with a structure in which we and those goods are interchangeable, they are selling us ourselves†¦ Ideology is the meaning made necessary by the condition of society while helping to perpetuate those conditions. We feel a need to belong, to have a social place; it can be hard to find. Instead we may be given an imaginary one.† A supplementary point which arises from Williamson’s statement is that of the language of consumption. Many potential consumers are put off purchasing new goods or services because they do not have experience in having used them previously. For instance, someone who normally eats dinner on the couch in front of the television will be extremely reticent to eat dinner in a 5 star restaurant in which a knowledge of dining etiquette is expected. While this reluctance to try new things increases with age, it can be bridged in several ways. Advertising is a particularly effective means of overcoming potential consumers’ fears of try something new. By using analogies which relate the new product with something that the customer has already used and feels comfortable with advertisers are able to provide new consumers with the consumption queues necessary to use the new good or service and feel more comfortable doing so. In general, such techniques are not often used by MICE and 5 star resort hotels in places in which their use is understood by consumers. In societies in which the role of these hotels is understood by consumers, the aim of their advertising, is to create demand within the specific market segment that they are targeting. As such, it is almost the opposite of teaching new consumers how to use the services. These establishments are more likely to assume that those they are targeting understand how to use their services and are more likely to try to limit the understanding of their services by the general population. This is usually done through language and by offering services which are extremely specialised (eg tens of different types of facials, massages, etc) which are intended to intimidate the average consumer. Cognitive dissonance occurs when a person’s expectations are not met meaning that their level of satisfaction is low. With respect to guests’ perceptions of hotels, Saleh and Ryan write that, â€Å"†¦it is imperative that guests’ expectations be realistic and possible for the firm to deliver, otherwise an obvious gap in service quality is created.† One advantage that MICE and 5 star resort hotels have over other hotels and resorts is that a large portion of their clientele are not required to pay for their own accommodation. In situations in which the accommodation costs are being met by a third party, it is unlikely that any potential feelings of cognitive dissonance will be as strong as those of someone who has booked and paid for a hotel or resort themselves. Furthermore, any such feelings by a guest who is staying at someone else’s expense are more likely to be directed at the payer, who should have chosen a better quality hotel or resort, rather than directed at the actual hotel or resort. In addition, for guests of MICE and 5 star resort hotels, the actual hotel is normally a background factor (ie to a conference, the beach, an event, etc). These guests have other matters to occupy them. This contrasts with individuals who stay at a resort hotel that they have paid for themselves and where actually being at a resort hotel is the focus of their trip. As noted above, Mattila focuses on what she believes to be a gap in the studies examining services advertising. She believes that most of these studies focus on tangibilizing the offering or â€Å"making the service more concrete† and as a result of this a gap exists with respect to knowledge about the role emotional advertising appeals play in services advertising. What is important to keep in mind when advertising either products or services is that the advertising appeal has to match the product or service type. Albers-Miller et al note that previous research on this point has found that, â€Å"a more emotional (value-expressive) appeal should be used for a value-expressive product and a more rational (utilitarian) appeal should be used for a utilitarian product.† The way in which advertisers determine the best combination of rational and emotional appeal is assisted by the level of involvement model developed by Vaughn and adapted by Foote, Cone and Belding. That model focuses on products but provides a useful tool for understanding the differences between rational (thinking) and emotional (feeling) appeals. The four options are, high involvement/thinking which relates to high importance purchases such as cars and houses and the message should be based on â€Å"long copy, informational demonstration, comparative†; low involvement/thinking which relates to routinely purchased products such as food and items for the house and the message should be based on â€Å"coupons and samples†; high involvement/feeling which relate to a customer’s self esteem such as make up, jewellery and clothes and the message should be based on â€Å"emotional and visual† triggers; and low involvement/feeling which relates to products which satisfy personal cravings such as alcohol, snack foods and cigarettes and the message should be â€Å"creativity and lifestyle† based. How well these levels of involvement transfer to the service sector is still open to debate. If one was to take the same levels of involvement and attempted to determine which group MICE and 5 star resort hotels fall into, one might have difficulty as they do not fit cleanly into any of the categories. In general, a large proportion of business-to-business type advertising relies on rational appeals due to the fact that buyers tend to be knowledgeable about the products or services that they are buying and are seeking supportable justification for their purchasing decisions. As Stafford and Albers-Miller note, â€Å"†¦rational informative advertising appeals may help reduce some of the uncertainty often associated with the purchase of services.† That said, in today’s marketplace, it is unlikely that rational advertising appeals would be made without consideration of the emotional aspects. As such, essentially what is being said when one refers to a rational appeal is not that the emotional aspects of the appeal are not present, but that they are used more subtly and as a backdrop to the advertising campaign. As Albers-Miller et al argue: â€Å"†¦there is no reason not to include an emotional appeal and service information and benefits. Indeed many advertising practitioners would argue that this juxtaposition is one of the aims of good advertising – informing the consumer and stimulating a response through appeals to emotional, right-brain influences. However, there still needs to be some guidance given as to where we lay the emphasis in this area or emotions and rationality. And this is especially true in diverse cultures.† The importance of emotional appeals is especially important today when product differentiation is becoming more and more difficult. With respect to the MICE and 5 star resort hotel market sector, while some of these hotels are able to differentiate themselves on the basis of location, facilities and other competitive advantages, the general level of such differentiation is not great. Most people using the facilities of a MICE and 5 star resort hotels expect that certain levels of service and facilities are available. As the, â€Å"USP (unique selling proposition) is fast disappearing, then what becomes correspondingly more important is the ESP – the emotional selling point.† With respect to the advertising that MICE and 5 star resort hotels engage in, it is important for them to ensure that they are using the most effective advertising appeals necessary to persuade the targeted market segment. Louise Ha argues that the study of advertising appeals with respect to the services market has been hampered by a failure to differentiate between service firms. She believes that the type of service firm should be taken into account when determining the appropriate advertising appeals to use and relies on Zeithaml’s classification of services into three categories which are; â€Å"high on search attributes (performance of the service can be known before consumption); high on experience attributes (attributes that can only be discerned after purchase or during consumption) such as haircut and restaurants. These services are non-professional services that can be substituted by self-service of the consumer; and high on credence attributes (attributes that consumers may still find them impossible to evaluate after consuming the service) such as medical services and repair services. These are professional services that require special training or license.† MICE and 5 star resort hotels can be classified as being high on experience attributes. It should also be noted that MICE and 5 star resort hotels operate in a global marketplace. Albers-Miller et al have studied the differences between rational and emotional appeals across cultures (and in particular, Brazil, Taiwan, Mexico and the USA). They conclude that, â€Å"culture appears to play a significant role in the use of emotional and rational advertisements for services, and anthropological measures of culture provide some insight into the differences in emotional appeals.† They also note that across cultures business customers, the main target segment for MICE and 5 star resort hotels, â€Å"tend to make decisions based on more rational criteria†¦ [and that] across cultures, cognition changes little, while emotions change considerably.† While the cultural aspects of rational and emotional advertising appeals with respect to MICE and 5 star resort hotels is beyond the scope of this paper, it does provide an interesting area of research for future studies. While the differentiation between rational and emotional appeals seems like a simple and logical distinction to make, the distinction is largely artificial as an advertising campaign which solely relies on rational or emotional appeals is unlikely, if not impossible. As such, the difference between the two in an advertising campaign is the level of emphasis that is given to one over the other. Both will be used, the decision is rather how best to combine the two for maximum effect. 5. Methodology When considering the type of methodology to employ the choice is between primary or secondary research methods. Primary research methods refer to those that generally require replies from and interaction with service users such as questionnaires, focus-groups and interviews (ie fieldwork). On the other hand, secondary research methods rely on reviewing books, articles, statistical data, etc (ie deskwork). While primary research is generally viewed as being superior to secondary research, this is not always the case. Primary research is almost always hampered by cost considerations, the sample size used, the manner in which the sample population has been decided upon, researcher bias, etc. In light of cost considerations, it is almost always more cost effective to ask yourself whether or not someone else has already done this research and if so to begin at that point and then use primary research to fill in any gaps or specific areas which have not been addressed in the depth required. Secondary research also has its own problems which include such factors as the fact that it is reliant on someone else’s primary research with all the inherent problems that presents as set out above, the researcher is limited to the questions raised in the secondary materials, etc. As such, it is important that in secondary research, the sources of the information to be used are reliable (ie government sources, peer reviewed journals, text books written by qualified authors, etc). In light of the above considerations, it is important that any market research conducted uses a balance of primary and secondary research methods. In the case of this paper, it was found that there was an array of literature (secondary sources) on advertising and the service sector. However, there was less to be found when one looked at the area of MICE and resort hotels specifically. As such, while secondary research could take us to a point, from that point it was necessary to use primary research methods. The most common primary research methods are interviews, questionnaires, surveys, focus groups and secret visits. As the objective of this paper is to determine the most effective methods of advertising appeals with respect to MICE and resort hotels, some of the primary methods referred to above will not be appropriate. MICA and resort hotels cover a large cross-section of the market and large distances. As such, secret visits to the hotels would not only be cost prohibitive, but would be unlikely to provide the necessary data required. On the other hand, as most of the users of these services are UK-based, a focus group may be more appropriate for personal holiday makers. In light of the practical issues of setting up a focus group of business users, questionnaires may be more appropriate for that sector of the market. A decision was finally made to make use of a questionnaire and a focus group. Both would target people who had already used MICE and 5 star resort hotels on the basis that this was the segment of the market that these hotels were targeting. It was decided that an attempt to include customers who had never stayed in a MICE and 5 star resort hotel would be too much for a paper of this length however, it would remain a potential area for future research. With respect to the design of the questionnaire, it was decided that while quantitative responses are the easiest to compile and analyse, they do not give the depth of information that can be gleaned from qualitative answers. Furthermore, in order to be statistically valid, a quantitative questionnaire would need to involve a large, randomly selected sample base. Due to cost and time limitations, this was not considered feasible and as such, it was thought most appropriate to concentrate on a smaller, specifically selected sample of the market segment being targeted and an analysis of their qualitative responses with a clear statement as to the understood limitations of proceeding in this way. 6. Findings, analyses and evaluation The purpose of this dissertation is to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. A review of secondary sources and current research on the topic showed that this is an area which has suffered from a lack of research interest to date. While Mattila’s work provides a strong overview of advertising appeals as they relate solely to the service sector (as opposed to dealing with them solely in comparison with products), her work is quite broad and as such, while it is used as a starting point for this paper, it was necessary to supplement the secondary research and theoretical framework with primary research which consisted of a questionnaire and focus group. Further primary research was deemed not feasible due to cost and time constraints. In total, 150 questionnaires were posted or handed out. Due to the small sample size, the participants were targeted (eg businesses which book MICE and 5 star resort hotels for conferences, people leaving MICE and 5 star resort hotels, etc). Of the 150 questionnaires posted or handed out, thirty were returned. This was considered to be a reasonable level of returns in light of the type of person being asked to complete them (ie busy individuals who work long hours). A summary of the questionnaire replies are set out in Appendix 2. Due to the qualitative nature of the replies, statistical analysis of the responses is not feasible. However, they do provide an interesting insight into the way in which advertising appeals are able to influence guests of MICE and 5 star resort hotels. Along with the questionnaire, a focus group was used to try to determine in a more direct fashion people’s attitudes to MICE and 5 star resort hotels and more particularly, what effect advertising appeals had on their purchasing behaviour. As with the questionnaire, the group chosen was not chosen randomly, but rather was selected from people who had already used MICE and 5 star resort hotels in the past. Participants were shown various advertisements (not only limited to MICE and 5 star resort hotels) and asked to discuss various propositions put to them. Once again, the results were qualitative and as such not appropriate for statistical analysis. While the response to the questionnaire was not particularly high, those individuals that did respond provided some particularly interesting replies. Predictably perhaps, most responses were from middle aged, well educated men. This group is the market segment that most MICE and 5 star resort hotels seek to target with their advertising. However, the strong response by women suggests that those MICE and 5 star resort hotels that are spending most of their advertising budgets targeting men may be missing out on a large segment of the market which may still Marketing Advertising in the Hotel Industry Marketing Advertising in the Hotel Industry Until recently research on advertising appeals focused on either physical products or a comparison in relation to the way in which advertising appeals differed between products and services (predominantly professional services). With the continuing growth in the MICE and 5 star resort hotel market, the purpose of this paper is to look at the effectiveness of rational and emotional advertising appeals with respect to the MICE and 5 star resort hotel sector and provide a foundation for further study in this area. Introduction â€Å"Advertising appeals† are essentially the methods which advertisers employ to sell products and services. Some of the more common forms of advertising appeals include money (saving, making and/or retaining), well being, sex, health, fun, pleasure, love, fear, admiration, convenience, vanity, egotism and environmentalism. Different forms of advertising appeals are more effective for selling different types of products or services. Likewise, cultural factors play a large role in how well a particular advertising campaign is received by consumers. Within the Meetings, Incentives, Conferences and Exhibitions (â€Å"MICE†) and 5 star resort hotel industry, advertising appeals are generally classified according to whether they are rational or emotional appeals. The difference between how effective each of these is can only be ascertained when the customer’s preferences are taken into account. However, it should be remembered that the use of advertising appeals is not a precise science and that the difference between a campaign which is highly effective and one that is not can often be the matter of a few words or the use of the wrong colour. The most important factor with respect to the effectiveness of advertising appeals are the existing customer attitudes toward the product or service and the need or want that the customer is seeking to have the product or service fulfil. It is not therefore surprising that an advertising appeal which is effective in engaging business customers may not fare as well when appealing to leisure customers. The purpose of this paper is therefore to examine, both by secondary and primary research methods, the which type of advertising appeal (ie rational or emotional) is most effective when selling MICE and 5 star resort hotels to leisure and business clients. However, it should be noted that due to time and cost restraints the scope of this paper is limited in two important respects. There is no intention to examine customers who have never used a MICE and 5 star resort hotel before and the cultural aspects of advertising appeals is only briefly touched upon. 2. Aims and Objectives The aims and objectives of this paper are to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. While the usefulness of various types of advertising appeals within the service sector generally has been researched quite extensively, this paper seeks to determine whether or not that general research can be applied equally to MICE and 5 star resort hotels. The peculiarity that is thrown up by MICE and 5 star resort hotels is that they have to appeal equally to both business and leisure consumers. Whereas most service businesses can focus on one sector of the market alone, MICE and 5 star resort hotels need to be able to attract both types of customers which can make creating an advertising campaign particularly treacherous as different appeals apply to each group. Furthermore, each type of customer group can be broken down into various further categories, for instance personal, family, tour groups, returning or first time clients, conference, by income, by age, etc. In light of the innumerable combinations and types of MICE and 5 star resort hotels, it is important to limit the extent of the research. As such, the focus of this paper is limited to MICE and 5 star resort hotels. These types of establishments only seek to attract the right type of clientele and as such are able to focus their marketing on certain sectors of the population and thereby limit the types of advertising appeals they need to rely upon. 3. Providing a rational for the work This work has both a theoretical and practical basis. From a practical point of view, the MICE and 5 star resort hotel sector is particularly competitive and the clientele is extremely discerning. There are always newer, more fashionable 5 star resort hotels or conference centres opening up and therefore it is extremely important that MICE and resort hotels understand how to market effectively to those sectors which are most likely to use their services. From a theoretical standpoint, research into the rational versus emotional dichotomy as it applies to the service industry is only now being touched upon. Even where it is being touched upon, the research often starts with the way in which emotional and rational appeals affect the marketing of physical products and then compares this to the way in which service advertising appeals are used. By focusing on a specific industry sector, MICE and 5 star resort hotels, this research is able to provide important feedback to the general theoretical position as to how well that research holds up in specific circumstances. By examining the most effective advertising appeals for the MICE and 5 star resort hotel sector, this paper aims to provide a solid foundation for both future academic research in this area and also to provide MICE and 5 star resort hotels with practical information which can be used to better tailor their advertising campaigns and most importantly, to avoid making mistakes the damage from which, particularly in a fast paced industry, can take years to undo. 4. Literature Review and Theoretical Framework In order to determine when it is most appropriate for MICE and 5 star resort hotels to use rational and emotional appeals it is first necessary to create a theoretical framework based on a critical review and synthesis of the relevant work in this area. With such a theoretical framework in place, it will then be possible to come to a conclusion as to the merits of both rational and emotional appeals as they apply to MICE and 5 star resort hotels. It is first important to clearly define the terms being referred to. An advertising appeal is defined by Wells, Burnett and Moriarty as, â€Å"something that makes the product particularly attractive or interesting to the consumer.† There are many types of advertising appeals that can be relied upon (sex, price, fear, etc), but as Albers-Miller note, most authors agree that overall all advertising appeals can be classified as either being rational appeals and emotional appeals. A rational appeal is, â€Å"a form of argument and motivation used in the promotion of products and services. Rational factors, including facts and figures, advantages and benefits, are used in an appeal to consumers’ intellects, rather than their emotions† , while an emotional appeal is where, â€Å"the basis of an advertising message having strong emotional character.† Some examples of rational appeals are; for products, the top speed of a car, the processing power of a computer and the memory size of an MP3 player; and for services, the leg room on a flight and the savings made when travelling on off peak public transport. Examples of emotional appeals include; for productions, the sex appeal of a new sports car and the popularity that comes from drinking certain alcoholic beverages; and for services, the possibilities which open up to a consumer once they obtain a certain credit card and the sex appeal of the latest, must-see Hollywood blockbuster which everyone is talking about. One of the main themes that comes through in the literature in this area is that there has been a lack of empirical research undertaken which focuses predominantly on the role of advertising appeals with respect to service industries. This is somewhat surprising when one considers that most Western economies are now service-based economies. As Mattila notes, this growth in the level of interest in services marketing has not corresponded in a similar level of interest in how service quality is communicated rather, most current research has focused on a comparison between service and goods advertising and even when focusing on services, has concentrated on professional as opposed to retail services. While the research may not have kept pace with the fundamental shift in the underlying economic foundations of Western economies, it is now quickly catching up with interest in this area increasing. While the level of general research in the area of advertising appeals and how they relate to service industries increases and the understanding of the differences between goods and services marketing increases, an opportunity exists for researchers to use this developing research base as a theoretical foundation from which to focus on more specific market segments. As such, the focus of this paper, while falling within the broad scope of the current research with respect to advertising appeals in service industries aims to focus in on a much more specific sub-set of this research area; that of the effectiveness of rational and emotional appeals in advertising MICE and 5 star resort hotels. At the same time as focusing in on a specific area of the advertising appeals in service industries research, it is important that this specific area be considered within the context of the marketing strategies of MICE and 5 star resort hotels as a whole. An organisation which wants to make the most effective use of advertising must have a clear understanding of the market segments that they are targeting and an overall marketing mix which allows them to focus their resources on communicating with that segment of the market. Advertising is only one part of the marketing mix and where the other parts are not working effectively, advertising will not provide the highest return on investment possible. Finally, it is important to take into account the environment (and in particular the external environment) in which MICE and 5 star hotels operate in when considering which advertising appeals are most likely to be effective. For instance, in times of rapid growth and high disposable income or when tax breaks are provided for entertaining, MICE and 5 star hotels would be wise to avoid focusing on appealing to the cost savings that can be made by staying with them. Rather, at these times, rational appeals are unlikely to be as necessary as emotional appeals as the necessity for a customer to substantiate a decision rationally is not as great. Before being able to consider the market segmentation that MICE and 5 star resort hotels target, it is important to define the market in which they operate. The market in which they operate can be defined broadly as, for instance, all hotels and resorts, all holidays, all business communication methods, etc; or specifically as all 5 star hotels, all hotels in a particular location, etc. Because of the diverse nature of MICE and 5 star resort hotels, it is almost impossible to come to a determination as to a market in which specific hotel operates as this will be influenced by cultural, geographic and other features. However, it is a little simpler to determine the market segments that MICE and 5 star resort hotels are interested in targeting. The market segments that all MICE and 5 star resort hotels are interested in targeting are business customers and wealthy individuals. As noted above, advertising is a sub-set of an organisation’s overall marketing mix. As such, before proceeding, it is important that the distinction between marketing and advertising is clearly set out. Marketing has been defined by the (British) Chartered Institute of Marketing as, â€Å"the management process responsible for identifying, anticipating and satisfying customer requirements profitably.† Advertising is defined by the Institute of Practitioners in Advertising as, â€Å"advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.† The marketing mix refers to the â€Å"price/value proposition† and is, as expanded on by Kotler, often referred to as the four P’s; Product, Place, Price and Promotion. The Product refers to the good or service that the supplier wishes to sell and which the consumer wishes to buy; Place refers to the convenience of buying the goods or services; Price refers to the cost to the consumer of the goods or services; and Promotion refers to the ways in which the supplier and customer communicate with each other. Advertising comes within the ambit of the promotion function. When applying the marketing mix to MICE and resort hotels, one observes that in general the Product is appealing (this may not apply to such an extent in countries in which the idea of staying in hotels is a relatively new concept for a majority of the population); with respect to the Place, while requiring travel to reach and therefore not being entirely convenient to most people, most MICE and resort hotels are located close to either business districts or leisure areas (eg beaches) meaning that while the location may not be entirely convenient, the location is generally desirable; MICE and 5 star resort hotels are generally price prohibitive with a strong emphasis on catering for company functions and higher level clientele; finally, with respect to Promotion, MICE and resort hotels rely on strong business focused advertising and word of mouth. With respect to Porter’s generic strategies matrix, MICE and resort hotels clearly aim for the niche market which is distinguished by high differentiation and high relative costs. That said, while MICE and resort hotels aim to represent themselves as being highly differentiated, exclusive and expensive, they are in fact extremely similar and operate on a low cost principle. As such, it is important for MICE and resort hotels to maintain this faà §ade and to ensure that customers’ experiences of cognitive dissonance are kept at a minimum. This faà §ade that all â€Å"cathedrals of consumption† must maintain, this separation from the mundane events of everyday life, is particularly evident in MICE and 5 star resort hotels. These establishments must be able to offer an entire â€Å"package† not only satisfying a guests physical needs, but also satisfying their wish to be deceived, to believe that for the length of their stay they are deserving of the 5 star treatment that they are receiving even through the next day they their office-bound mundane life. Williamson summarises this â€Å"package† element which applies to all purchases best when he writes: â€Å"Advertisements are selling us something else beside consumer goods; in providing us with a structure in which we and those goods are interchangeable, they are selling us ourselves†¦ Ideology is the meaning made necessary by the condition of society while helping to perpetuate those conditions. We feel a need to belong, to have a social place; it can be hard to find. Instead we may be given an imaginary one.† A supplementary point which arises from Williamson’s statement is that of the language of consumption. Many potential consumers are put off purchasing new goods or services because they do not have experience in having used them previously. For instance, someone who normally eats dinner on the couch in front of the television will be extremely reticent to eat dinner in a 5 star restaurant in which a knowledge of dining etiquette is expected. While this reluctance to try new things increases with age, it can be bridged in several ways. Advertising is a particularly effective means of overcoming potential consumers’ fears of try something new. By using analogies which relate the new product with something that the customer has already used and feels comfortable with advertisers are able to provide new consumers with the consumption queues necessary to use the new good or service and feel more comfortable doing so. In general, such techniques are not often used by MICE and 5 star resort hotels in places in which their use is understood by consumers. In societies in which the role of these hotels is understood by consumers, the aim of their advertising, is to create demand within the specific market segment that they are targeting. As such, it is almost the opposite of teaching new consumers how to use the services. These establishments are more likely to assume that those they are targeting understand how to use their services and are more likely to try to limit the understanding of their services by the general population. This is usually done through language and by offering services which are extremely specialised (eg tens of different types of facials, massages, etc) which are intended to intimidate the average consumer. Cognitive dissonance occurs when a person’s expectations are not met meaning that their level of satisfaction is low. With respect to guests’ perceptions of hotels, Saleh and Ryan write that, â€Å"†¦it is imperative that guests’ expectations be realistic and possible for the firm to deliver, otherwise an obvious gap in service quality is created.† One advantage that MICE and 5 star resort hotels have over other hotels and resorts is that a large portion of their clientele are not required to pay for their own accommodation. In situations in which the accommodation costs are being met by a third party, it is unlikely that any potential feelings of cognitive dissonance will be as strong as those of someone who has booked and paid for a hotel or resort themselves. Furthermore, any such feelings by a guest who is staying at someone else’s expense are more likely to be directed at the payer, who should have chosen a better quality hotel or resort, rather than directed at the actual hotel or resort. In addition, for guests of MICE and 5 star resort hotels, the actual hotel is normally a background factor (ie to a conference, the beach, an event, etc). These guests have other matters to occupy them. This contrasts with individuals who stay at a resort hotel that they have paid for themselves and where actually being at a resort hotel is the focus of their trip. As noted above, Mattila focuses on what she believes to be a gap in the studies examining services advertising. She believes that most of these studies focus on tangibilizing the offering or â€Å"making the service more concrete† and as a result of this a gap exists with respect to knowledge about the role emotional advertising appeals play in services advertising. What is important to keep in mind when advertising either products or services is that the advertising appeal has to match the product or service type. Albers-Miller et al note that previous research on this point has found that, â€Å"a more emotional (value-expressive) appeal should be used for a value-expressive product and a more rational (utilitarian) appeal should be used for a utilitarian product.† The way in which advertisers determine the best combination of rational and emotional appeal is assisted by the level of involvement model developed by Vaughn and adapted by Foote, Cone and Belding. That model focuses on products but provides a useful tool for understanding the differences between rational (thinking) and emotional (feeling) appeals. The four options are, high involvement/thinking which relates to high importance purchases such as cars and houses and the message should be based on â€Å"long copy, informational demonstration, comparative†; low involvement/thinking which relates to routinely purchased products such as food and items for the house and the message should be based on â€Å"coupons and samples†; high involvement/feeling which relate to a customer’s self esteem such as make up, jewellery and clothes and the message should be based on â€Å"emotional and visual† triggers; and low involvement/feeling which relates to products which satisfy personal cravings such as alcohol, snack foods and cigarettes and the message should be â€Å"creativity and lifestyle† based. How well these levels of involvement transfer to the service sector is still open to debate. If one was to take the same levels of involvement and attempted to determine which group MICE and 5 star resort hotels fall into, one might have difficulty as they do not fit cleanly into any of the categories. In general, a large proportion of business-to-business type advertising relies on rational appeals due to the fact that buyers tend to be knowledgeable about the products or services that they are buying and are seeking supportable justification for their purchasing decisions. As Stafford and Albers-Miller note, â€Å"†¦rational informative advertising appeals may help reduce some of the uncertainty often associated with the purchase of services.† That said, in today’s marketplace, it is unlikely that rational advertising appeals would be made without consideration of the emotional aspects. As such, essentially what is being said when one refers to a rational appeal is not that the emotional aspects of the appeal are not present, but that they are used more subtly and as a backdrop to the advertising campaign. As Albers-Miller et al argue: â€Å"†¦there is no reason not to include an emotional appeal and service information and benefits. Indeed many advertising practitioners would argue that this juxtaposition is one of the aims of good advertising – informing the consumer and stimulating a response through appeals to emotional, right-brain influences. However, there still needs to be some guidance given as to where we lay the emphasis in this area or emotions and rationality. And this is especially true in diverse cultures.† The importance of emotional appeals is especially important today when product differentiation is becoming more and more difficult. With respect to the MICE and 5 star resort hotel market sector, while some of these hotels are able to differentiate themselves on the basis of location, facilities and other competitive advantages, the general level of such differentiation is not great. Most people using the facilities of a MICE and 5 star resort hotels expect that certain levels of service and facilities are available. As the, â€Å"USP (unique selling proposition) is fast disappearing, then what becomes correspondingly more important is the ESP – the emotional selling point.† With respect to the advertising that MICE and 5 star resort hotels engage in, it is important for them to ensure that they are using the most effective advertising appeals necessary to persuade the targeted market segment. Louise Ha argues that the study of advertising appeals with respect to the services market has been hampered by a failure to differentiate between service firms. She believes that the type of service firm should be taken into account when determining the appropriate advertising appeals to use and relies on Zeithaml’s classification of services into three categories which are; â€Å"high on search attributes (performance of the service can be known before consumption); high on experience attributes (attributes that can only be discerned after purchase or during consumption) such as haircut and restaurants. These services are non-professional services that can be substituted by self-service of the consumer; and high on credence attributes (attributes that consumers may still find them impossible to evaluate after consuming the service) such as medical services and repair services. These are professional services that require special training or license.† MICE and 5 star resort hotels can be classified as being high on experience attributes. It should also be noted that MICE and 5 star resort hotels operate in a global marketplace. Albers-Miller et al have studied the differences between rational and emotional appeals across cultures (and in particular, Brazil, Taiwan, Mexico and the USA). They conclude that, â€Å"culture appears to play a significant role in the use of emotional and rational advertisements for services, and anthropological measures of culture provide some insight into the differences in emotional appeals.† They also note that across cultures business customers, the main target segment for MICE and 5 star resort hotels, â€Å"tend to make decisions based on more rational criteria†¦ [and that] across cultures, cognition changes little, while emotions change considerably.† While the cultural aspects of rational and emotional advertising appeals with respect to MICE and 5 star resort hotels is beyond the scope of this paper, it does provide an interesting area of research for future studies. While the differentiation between rational and emotional appeals seems like a simple and logical distinction to make, the distinction is largely artificial as an advertising campaign which solely relies on rational or emotional appeals is unlikely, if not impossible. As such, the difference between the two in an advertising campaign is the level of emphasis that is given to one over the other. Both will be used, the decision is rather how best to combine the two for maximum effect. 5. Methodology When considering the type of methodology to employ the choice is between primary or secondary research methods. Primary research methods refer to those that generally require replies from and interaction with service users such as questionnaires, focus-groups and interviews (ie fieldwork). On the other hand, secondary research methods rely on reviewing books, articles, statistical data, etc (ie deskwork). While primary research is generally viewed as being superior to secondary research, this is not always the case. Primary research is almost always hampered by cost considerations, the sample size used, the manner in which the sample population has been decided upon, researcher bias, etc. In light of cost considerations, it is almost always more cost effective to ask yourself whether or not someone else has already done this research and if so to begin at that point and then use primary research to fill in any gaps or specific areas which have not been addressed in the depth required. Secondary research also has its own problems which include such factors as the fact that it is reliant on someone else’s primary research with all the inherent problems that presents as set out above, the researcher is limited to the questions raised in the secondary materials, etc. As such, it is important that in secondary research, the sources of the information to be used are reliable (ie government sources, peer reviewed journals, text books written by qualified authors, etc). In light of the above considerations, it is important that any market research conducted uses a balance of primary and secondary research methods. In the case of this paper, it was found that there was an array of literature (secondary sources) on advertising and the service sector. However, there was less to be found when one looked at the area of MICE and resort hotels specifically. As such, while secondary research could take us to a point, from that point it was necessary to use primary research methods. The most common primary research methods are interviews, questionnaires, surveys, focus groups and secret visits. As the objective of this paper is to determine the most effective methods of advertising appeals with respect to MICE and resort hotels, some of the primary methods referred to above will not be appropriate. MICA and resort hotels cover a large cross-section of the market and large distances. As such, secret visits to the hotels would not only be cost prohibitive, but would be unlikely to provide the necessary data required. On the other hand, as most of the users of these services are UK-based, a focus group may be more appropriate for personal holiday makers. In light of the practical issues of setting up a focus group of business users, questionnaires may be more appropriate for that sector of the market. A decision was finally made to make use of a questionnaire and a focus group. Both would target people who had already used MICE and 5 star resort hotels on the basis that this was the segment of the market that these hotels were targeting. It was decided that an attempt to include customers who had never stayed in a MICE and 5 star resort hotel would be too much for a paper of this length however, it would remain a potential area for future research. With respect to the design of the questionnaire, it was decided that while quantitative responses are the easiest to compile and analyse, they do not give the depth of information that can be gleaned from qualitative answers. Furthermore, in order to be statistically valid, a quantitative questionnaire would need to involve a large, randomly selected sample base. Due to cost and time limitations, this was not considered feasible and as such, it was thought most appropriate to concentrate on a smaller, specifically selected sample of the market segment being targeted and an analysis of their qualitative responses with a clear statement as to the understood limitations of proceeding in this way. 6. Findings, analyses and evaluation The purpose of this dissertation is to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. A review of secondary sources and current research on the topic showed that this is an area which has suffered from a lack of research interest to date. While Mattila’s work provides a strong overview of advertising appeals as they relate solely to the service sector (as opposed to dealing with them solely in comparison with products), her work is quite broad and as such, while it is used as a starting point for this paper, it was necessary to supplement the secondary research and theoretical framework with primary research which consisted of a questionnaire and focus group. Further primary research was deemed not feasible due to cost and time constraints. In total, 150 questionnaires were posted or handed out. Due to the small sample size, the participants were targeted (eg businesses which book MICE and 5 star resort hotels for conferences, people leaving MICE and 5 star resort hotels, etc). Of the 150 questionnaires posted or handed out, thirty were returned. This was considered to be a reasonable level of returns in light of the type of person being asked to complete them (ie busy individuals who work long hours). A summary of the questionnaire replies are set out in Appendix 2. Due to the qualitative nature of the replies, statistical analysis of the responses is not feasible. However, they do provide an interesting insight into the way in which advertising appeals are able to influence guests of MICE and 5 star resort hotels. Along with the questionnaire, a focus group was used to try to determine in a more direct fashion people’s attitudes to MICE and 5 star resort hotels and more particularly, what effect advertising appeals had on their purchasing behaviour. As with the questionnaire, the group chosen was not chosen randomly, but rather was selected from people who had already used MICE and 5 star resort hotels in the past. Participants were shown various advertisements (not only limited to MICE and 5 star resort hotels) and asked to discuss various propositions put to them. Once again, the results were qualitative and as such not appropriate for statistical analysis. While the response to the questionnaire was not particularly high, those individuals that did respond provided some particularly interesting replies. Predictably perhaps, most responses were from middle aged, well educated men. This group is the market segment that most MICE and 5 star resort hotels seek to target with their advertising. However, the strong response by women suggests that those MICE and 5 star resort hotels that are spending most of their advertising budgets targeting men may be missing out on a large segment of the market which may still