Legal Status of Marcellus Drilling in Pennsylvania

General legal issues In Pennsylvania, the main public concern is policy and legal issues relating to drilling of Marcellus Shale. Most of these legal issues have been contributed by the development activities related to Drilling of Marcellus Shale.Advertising We will write a custom essay sample on Legal Status of Marcellus Drilling in Pennsylvania specifically for you for only $16.05 $11/page Learn More These legal issues address areas of concern such as environmental degradation, development of the industry’s infrastructure, municipal regulation, and so on. Major legal developments related to Drilling of Marcellus are outlined below. In order for a company to be allowed to carry out Marcellus Drilling activities, it must hold legal rights to the interests of natural gas property that are subject to the drilling activities (Blackburn 15). According to Blackburn (16), the land owner is the one who grants such rights pursuant to the terms of a lease agreement on gas and oil. The law in Pennsylvania requires that energy companies to extensively deal with private land owners in the process of acquiring leases. This is because most of natural gas rights within the formation of Marcellus Shale in Pennsylvania are under private ownership (Blackburn 20). In the Farm and Forest Land assessment Act of 1974, the land legible for mining is assessed based on the value of its use rather than its value in fair market. This statute is also known as Clean and Green. The result of this is usually lower real estate tax obligations. Incase such a land is used for an ineligible purpose, this statute provides for a roll back tax penalty. The requirement of the penalty is that the owner of the land must pay up to seven years of tax benefits received along with interest (Beck 20). Environmental legal issues Many issues of environmental law have cropped up in Pennsylvania as a result of an increase in the number of Marcellus Drilling activities. The main focus of these laws has focused on the quality of water. The reason for this is that the process of Marcellus drilling requires a huge amount of water.Advertising Looking for essay on government? Let's see if we can help you! Get your first paper with 15% OFF Learn More This huge amount of water is usually used during the process of hydraulic fracturing. The ability to extract natural gas from Marcellus drilling depends on the technology of hydraulic fracturing. Therefore, the law requires that before any company begins Marcellus drilling operations, it must obtain proper water permits. For instance, natural gas drilling companies, which use water from River Susquehanna are required to obtain the approval of Susquehanna River Basin Commission (SRBC), before using water from the river (Beck 25). According to Robert Beck (26) in 2008, the government of Pennsylvania issued a press release that measures to ensure that economic benefits from extraction of Marcellus sh ale did not accrue at the expense of the natural resources in the country. The responsibility to implement this order was given to the Department of Environmental Protection (DEP). In addition to this, the Marcellus Drilling operators must submit their well permit applications, plus an additional Permit Application Addendum to DEP. Robert Beck (26) continues to state that Pennsylvania’s general erosion and sediment control plan requires that every operator must prepare and implement a control to control erosion and sediment on well sites where earth disturbance will occur on less than five acres of earth. The law requires the establishment of standards for wastewater. As a result, treatment and re-entry is used for disposal of excess wastewater in Pennsylvania. Ethical theory According to Blackburn (39) the theory of Deontological ethics which explores who owns the rights, what is required by justice, and what duty means can be used in this case.Advertising We will write a custom essay sample on Legal Status of Marcellus Drilling in Pennsylvania specifically for you for only $16.05 $11/page Learn More Therefore, under this ethical theory the laws concerning drilling of Marcellus can be used to ensure that company owners carry the duty to protect the environment, and that the rights of property owners are not violated by state laws. This will ensure an operating environment that is fair and reasonable. Works Cited Blackburn, Simon. Being Good: An Introduction to Ethics. Oxford: Oxford University Press, 2001. Print. Beck, Robert E. â€Å"Current Water Issues in Oil and Gas Development and Production: Will Water Control What Energy We Have?† Washburn Law Journal 49(2010): 423-455. Print. This essay on Legal Status of Marcellus Drilling in Pennsylvania was written and submitted by user Brogan Merritt to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Whats an Excellent ACT Score

What's an Excellent ACT Score SAT / ACT Prep Online Guides and Tips This article would be a pretty short one if there were a singleanswer to the question of what qualifies as an excellent ACT score. Like most things in life, however, what you might consider an excellent score depends on your perspective. In this post, I’ll talk about different ways to understand what counts as excellent test performance. I’ll start off with excellent scores in relation to the general population before discussing more nuanced comparisons: what does it mean to have an excellent score when considering your peer group performance, your target schools, and your own strengths and weaknesses? A Note Before We Get Started: Percentiles Percentiles are the best mathematical way to understand score performance because they help us understand how people perform in relation to each other. Before I talk about excellent ACT scores, I'll give you a (brief) crash course in percentile scores. First, percentile scores are different from percent scores. A percent score tells you what portion of anexam you got correct, whereas percentile score tells you how you did on the exam compared to everyone else who took it. For example,a percent score of 60% means got 60% of the questions right, whereas a percentile score of 60% means you scored better than 60% of the students who took the exam. Percentile scores are more meaningful than percentages when we talk about ACT scores because what’s important is how you score when compared to other students. For example,if you take a difficult test in a large class and only receive a 70%, you might assume you scored poorly. But if everyone else in your class scored lower than a 70%,you would have a 99th percentile score. This information would significantly change the perception of your performance. Now that you have an understanding of percentiles, we can start talking about what it means to have an excellent ACT score. Excellent ACT Scores for the General US Population We're starting with a big crowd and working our way down. It’s hard to get a handle on what ACT scores actually mean without some good, general info about population performance. Who can make intuitive sense out of an exam score without some contextual information? First, you should know that the ACT is scored out of 36 points. The lowest possible composite score is 1.The average national composite score is 21 points. The top 25% of scorers - people with 75th-99th percentile scores- get composite ACT scores of 24 and above. Thebottom 25% of test-takersget composite scores of 16 and below. You may very well have your own ideas about what a reasonable â€Å"excellent score† cutoff should be. For the general population, scores of 24 and above (so, scores that are higher than those of 75% of the population) could reasonably be considered excellent. Here are some other important percentile cutoffs and the corresponding ACT scores for quick reference: 10th percentile composite scores →13-14 25th percentile composite scores→16-17 50th percentile composite scores→21 75th percentile composite scores→24 90th percentile composite scores→28 Excellent ACT Scores for Your Peer Group To get a more nuanced understanding of what an excellent ACT score is, the next step would be to consider the scores of your peers- namely, people in the same geographical area or at the same high school. We’re narrowing down the comparison group here from the entire nation to people who are more similar to you in terms of educational background and opportunities.Here’s how to figure out how to get information on what your peers are scoring: Aggregated High School Information - A school report with ACT score informationshould give you an idea of how your peers tend to score. If you live in a mandatory testing state, you may be able to find this information just by googling "[Your High School Name] ACT score report." If you don’t know where to get this info or if it’s just not available, check in with your guidance counselor to see if shehas insighton the typical ACT score range for your high school. Classmate Information or Word of Mouth - Ifyou can’t get solidinformation on general school performance, you may just want to ask around to see how your peers tend to score. This is a delicate topic, so be respectful and don’t push the subject if someone’s uncomfortable discussing it. Ifyou want a more competitive score range, check in with honor students- they tend to score higher on the ACTs. Once you get information on general school or peerperformance: Consider whether this score distribution matches up with the national average, or if it's higher/lower than expected. If your school/classmates scores are higher/lower than the national average, you can use this info to adjust parametersand expectationsfor your own scores. For example,if most of your peers are scoring above average (21), you might have to score above the national 75th percentile (24) to stand out as â€Å"excellent† among your peers. Excellent ACT Scores for Your Target Colleges We're narrowing in on what's important: excellent ACT scores for the schools you have in your sights. Your ACT score doesn’t have to be perfect (or even necessarily excellent) for you to get into your target schools. They just have to be good enough to get you accepted- after that, they really don’t matter too much.If you have a list of target schools, you can easily figure out what would constitute an excellent ACT score for each particular school. Here’s how to do it: Google â€Å"[name of school] PrepScholar admissions requirements.† On the admissions page, look for the 25th and 75th percentile ACT scores. This will give you an idea of what â€Å"low† (25th percentile) and â€Å"excellent† (75th percentile) ACT scores are for students who attend that particular college. If you want an excellent ACT score for a particular college, aim for that 75thpercentile score. Now, there's some flexibility with this - keep in mind that 75% of students at any college are accepted with scores lower than the 75th percentile cutoff. If your ACT is in the top 25% of scores for schools that you’re considering, you may want to consider applying to some more competitive schools. Schools with higher average ACT scorestend to have more ambitiousstudents and more challenging courses. A high-ranking school also sends a better signal to grad schools and employers. Ultimately, it's a good strategy to apply to several target, reach, and safety schools- knowing schools' ACT score ranges will help you figure out which ones will best fit within this strategy. Excellent ACT Scores for Yourself This is perhaps the most important consideration with the most practical implications. Given your goals, strengths, and weaknesses, what’s considered an excellent ACT score for you personally? There are quite a few factors to take into account here: Whether you're a â€Å"good† test-taker or ananxious test-taker Your innate skill setfor each ACT section Your educational opportunities- some students may not have a strong background in all ACT content Your resources- some students may have access to prep courses, tutors, or extra help, whereas others may not It’s important to set a realistic but challenging goal in order to meet your full potential. If you set too low of a goal, you cheat yourself out of the opportunity to attend better colleges. If you settoo high of a goal, you may feel unnecessarilydemotivated and frustrated. So where do you begin figuring out what an excellent ACT score means for you? Here's how to do it: Get a baseline score. Take a practice test after familiarizing yourself with the ACT for about 10 hours of prep. You might consider this baseline your low score cutoff- after all, you did get this score with pretty minimal study time. Reach your own score potential. Know that whatever you scored on your baseline, there will be significant room for improvement with good prep. Many students reach a score max (an excellent personalscore) after about 40-80 hours of studying. This score maximum is generally 3-4 points higher than baseline, although it's definitely possible to increase your score more than that. How Do You Get an Excellent ACT Score? Now comes the real work: getting the scores that you want! There are three key components to earning an excellent score, however you define it: a solid timeline, a concrete goal, and a smart study plan. Timeline The amount of time you have to prep will directly affect your study timeline. Read our guide on how long you should study for the ACT. Goal Score Work towards a concrete goal after making a list of target, reach, and safety schools. Get instructions on how to set a goal score in our ACT score guide. Want a beyond-excellent ACT score? We have a guide for that too. Study Plan Now that you have a study timeline and goal score in place, you'll need a smart study plan. This plan will, of course, depend on when you're taking the test. Don't have a lot of time? Read our last-minute tipsand strategies, or our 10-day study plan. Have a bit more time on your hands? Read our study schedule for students who have one year or more to prepare. What's Next? If you're still deciding whether to take the SAT or the ACT, you might be wondering which one will get you the best scores. Read more about how to decide which test is the best fit for you. Looking for more info on the SAT? Read about what counts as anexcellent or bad SAT score. Disappointed with your ACT scores? Want to improve your ACT score by 4+ points? Download our free guide to the top 5 strategies you need in your prep to improve your ACT score dramatically.

My model of leadership Essay Example | Topics and Well Written Essays - 2000 words

My model of leadership - Essay Example Leadership models help to understand the implications of specific behaviours that are generally portrayed by a leader in different circumstances. However, these behaviours also differ from person to person. This is because, every individual follows a leadership style that is suited for his personality and also suits the organizational setting in which he is working. Selecting the appropriate leadership style is vital for the growth of a person (Sosik and Godshalk, 2000). Several forms of leadership styles exist in a work environment. Each leadership style has its own pros and cons. The objectives and work culture in an organisation helps to decide the form of leadership which is best suited for its business practices. Some organizations allow flexibility in selection of leadership styles and therefore, the style may change with the task at hand. While selecting the leadership style, various realistic factors have to be kept in mind. However, in order to develop as a successful leader, an individual should make effort to understand all the leadership style and then adapt to the attributes which is essential for his growth in the long run. The effectiveness of a leader is enhanced when he selects the appropriate style based on the environment he is working in. Sometimes people apply the same style in every situation which is not a correct approach. There are various leadership styles which have overlapping characteristics i.e. transformational and charismatic. Some of the styles are complementary to each other and give better results when used together i.e. team and facilitative leadership. Some are entirely opposite to each other like, participative and autocratic. Based on the various forms of leadership, it can be seen that, Transformational leadership is a form that is mostly preferred by organizations and individuals because of its special attributes (Bass

BA_Assignment_1_Marketing_Essentials_2012_2013 Essay

BA_Assignment_1_Marketing_Essentials_2012_2013 - Essay Example the various definitions of marketing that are there, the most prominent as well as well accepted ones are given by Chartered Institute of Marketing (CIM) and American Marketing Association (AMA). On the other hand, the American Marketing Association (AMA) has defined marketing as ‘activity, set of institutions, and processes for creating communication, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large’ (AMA, 2007). Again, eminent marketing gurus such as Kotler and Armstrong has been of the opinion that marketing is ‘the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return’ (2008). Thus in the light of what the most eminent associations as well as personalities in marketing have opined, it becomes clear that marketing is basically a holistic process that includes a lot of processes as well as functions. However, whatever the number or for that matter purview of the functions be, the ultimate end that marketing serves is basically value for customers, clients, partners, and society alike. Thus, apart from the varied functions marketing serves, generation of value through the process of marketing is the ultimate end it serves. Among the basic concepts that marketing takes into consideration, needs, wants and demand are of paramount importance (Abu & Kamarulzaman, 2009). The basic premise of marketing is verily dependent on these three terms since it is the proper understanding of needs, wants and demand of the marketer’s target customers that leads to successful marketing efforts on the part of the marketer. Also, the product or service on offer by the marketer is of immense importance. Given that the concept of modern marketing revolves not around the product but around the customer, marketing efforts should focus on the needs, wants as well as demand of customers and use these pieces of information to

Barbara Kruger's strategic role in post-modern art resurfaces Dissertation

Barbara Kruger's strategic role in post-modern art resurfaces - Dissertation Example The study "Barbara Kruger's strategic role in post-modern art resurfaces " discovers the influence of Barbara Kruger on modern art. Kruger proved to be a powerful force in having challenged the long established conventions, typecasts and traditional practices of society. Through her works she established a strong link between the popular photographs of the 1940s and 1950s by including the public spaces that people are exposed to in their everyday lives. By conceptualizing the conflict and tension latent within theses spaces, Kruger is able to strike an alarming irony through unmasking the violence that disturbs space. The main force for these works revolves around the notion that power, and thus violence, is what propels the splitting of the external to create the internal; space. Kruger argues that space is not an area of freedom but a ‘closed interior’. By shedding light on the external and excluded items submerged underneath what we see in an internal space, Kruger ex poses these never before seen grounds to the public. I believe that Barbara Kruger is most definitely an artist that is worthy of attention; she has inspired a new sphere of, but not confined to, graphic design. Her work is a prime example of ‘Spatial practive’, whereby, she completes a space by exposing it in its entirety, not only its internal elements. This dissertation will tackle in depth the significance of ‘spatial practice’ and ‘site specificity’, and how exactly Barbara Kruger utilizes this in her work to challenge society. It will also discuss the societal impact and influences her pieces have produced. Kruger is often misunderstood, and it not always conceived as narrated in the brief description above. Her role, her purpose and her intention are often contested; some critics comment that she is merely a political agitator. Kruger’s stance in the artistic, political and social worlds will be thoroughly examined. Despite critiq ue, this dissertation will focus on bringing forward the argument that Kruger employs site specificity as a tool for accusation, uncovering conflict ,but not for mass commercialization or for creating acts of violence. Another element that I would focus upon is a critic, David Deitcher who questions that Barbara Kruger is not easily categorized because of her self-constructed identity. ‘Her work has both a place and a strategic role within contemporary artistic discourse’ (Goldstein, A, 2000, p.25). This will be an argument that the dissertation would bring forward how Barbara Kruger’s figure of speech and her presentable artworks effects her ‘strategic role’ and how it brings her practice into external sites and not within a space. At last but not least, this dissertation would analyze the genre feminism in Kruger’s work and how it affected the women by observing her piece of work and what reality brings forward to them. Throughout these chap ters, artworks by Barbara Kruger would be analyzed in depth and how her works have influenced and affected the society and as well how these artworks can resurface the hidden truth of the political society. This will also relate to Jean Baudrillard theories in the context that Barbara Kruger can connect her work to. â€Å"Simulation is no longer that of a territory, a referential being or a substance. It is the generation by models of a real without origin or reality; a hyperreal† (Baudrillad, 2008, p.342). Chapter 1: Site Specificity This chapter delves into the site specificity in Barbara Kruger’s works. Site specificity is defined as ‘artworks take location into account in large scale work’, and the reason for examining this topic is because Kruger has considered the space in her works in attempting to establish relationships

Kellers Customer Based Brand Equity Model Marketing Essay

Kellers Customer Based Brand Equity Model Marketing Essay Principles of Marketing, by Philip Kotler and Gary Armstrong and the American Marketing Association defined brand  as a name, term, sign / symbol or a  combination of these that identifies the maker or seller of the product and differentiates them from those of the competition. Aakers (1991) widely accepted definition of a brand is to identify the goods or services of whether one seller or a group of sellers, and to differentiate those goods or services from those of competitors. Brands are thus, valuable assets and tools influencing consumer behavior which includes awareness, choice, use, satisfaction, recommendation, trust and loyalty. They reduce information search costs and risk for consumers and deliver quality, values, promises, and lifestyle enhancement (Czellar, 2010) .According to Keller (2002) the benefits of a strong brand can be categorized under 4 different categories, namely, product-related effects, price-related effects, communication-related effects and channel r elated effects. Product-related effects of brand include consumer product evaluations, consumer confidence, perceptions of quality, and purchase rate positively related to a brand name. If consumers are well aware of a brand, their attitude and their purchase intention toward the brand are increased. Price-related effects refer to the fact that brand leaders have higher priced positions and consumers have a lower level of price sensitivity toward those leaders. Communication-related effects refer to how the evaluation of brand advertising can be positively biased when consumers have positive feelings toward a brand which is a well known and well-liked brand and the effect of the well-known brand, which is most likely to have competitive advantage in marketing activities, is the channel-related effect. 2.2 Fashion and Branding According to Solomon and Rabolt (2004), fashion is defined as a style that is accepted by a large group of people at a given time. Generally people use the term fashion and style interchangeably. In the fashion context, consumers choose a certain fashion brand over others because they are associated with a certain style (Ferney et al.2005).The way individuals have their own distinctive personalities and styles in the manner of living, speaking as well as dressing, the brands too can be associated with a particular personality, because branding has the propensity to distinguish a brand from others by creating an individual brand personality, by using different brand elements like name, logo, symbol, and package design(Newman and Patel ,2002).Branding is important in fashion retailing as the brand can project a specific image like personality, sex, lifestyle and age, to the target consumers. Like in case of a sports brand, the attribute of sporty feeling would be formed in consumers mi nd whereas a casual fashion brand would be associated with the casual attribute (Keller 2002). The brand image allows fashion merchandise to communicate a distinct symbolic meaning, through merchandise, store atmosphere, sales associate attraction with customers, and marketing campaign, between the retailers and the consumers (Ferney et al, 2005). Newman and Patel discovered that brand image is crucial in this intensely competitive fashion retail sector. As different types of fashion consumers are matched with particular clothing styles, brand image can create a point of difference and assist consumers in selecting a suitable fashion brand. A successful fashion brand can capture the market share and maintain a positive relationship with its customers, therefore creating an appropriate fashion brand is one of the primary ways for the marketers to differentiate the products from the competitors. In brief, fashion and branding are closely related (Solomon and Rabolt 2004; Newman and Pa tel, 2002). 2.3 Brand Equity In Building Strong Brands, David Aaker defined brand equity as a set of brand assets and liabilities linked to the brand-its name and symbols-that add value to, or subtract value from, a product or service. The major asset categories are brand loyalty, brand name awareness, perceived quality and brand associations. http://www.tvonlinesurveys.com/enquete/Brand%20equity%20model%20Aaker.bmp(Aakers Brand Equity Model) The model mainly talks about how brand equity is formed of five components and how each has a role to play in the performance of the brand and indicates that how the brand equity will rise with the increase in brand loyalty, brand name awareness, and perceived quality and with stronger and positive brand associations and also with the increase in the number of brand related proprietary assets. This model can thus be used to get to grips with a brands equity and gain insight into the relation between the different brand equity components and the future performance of the brand. Apart from the five components, the model also reflects indicators or the consequences of the pursued branding policy. (Aaker, 1991) The five components and the factors having an influence on these components are: Brand loyalty: Aaker (1991) defines brand loyalty as the attachment that a customer has to a brand. Two different levels of loyalty are classified: behavioral and cognitive loyalty (Keller, 1998). Behavioral loyalty can be indicated by a number of repeated purchases (Keller, 1998) or commitment to buy the brand as a primary choice .Cognitive loyalty refers to the consumers intention to buy the brand as the first choice .Another indicator of loyalty is the customers willingness to pay higher price for a brand in comparison with another brand offering similar benefits. The extent to which people are loyal to a brand is expressed in the following factors: Reduced marketing costs, as hanging on to loyal customers is way cheaper than charming potential new customers. Trade leverage, as loyal customers represent a stable source of revenue for the distributive level. Attracting new customers, as current customers can help boost name awareness and hence bring in new customers Time to respond to competitive threats, as loyal customers that are not quick to switch brands give a company more time to respond to competitive threats. (Aaker, 1991) Brand awareness: It is a key determinant of brand equity. It is defined as an individuals ability to recall and recognize a brand. Top-of-mind and brand dominance is other levels of awareness included by Aaker (1996) in measuring awareness. Awareness can affect customers perceptions, which lead to different brand choice and even loyalty (Aaker, 1996). A brand with strong brand recall (unaided awareness) and top of mind can affect customers perceptions, which lead to different customer choice inside a product category. The extent to which a brand is known among the public ,can be measured using the following parameters: Anchor to which associations can be attached (depending on the strength of the brand name, more or fewer associations can be attached to it, which will, in turn ,eventually influence brand awareness) Familiarity and liking (consumers with a positive attitude towards a brand ,will talk about it more and spread brand awareness) Signal of substance/commitment to a brand. Brand to be considered during the purchasing process (to what extent does the brand form part of the evoked set of brands in a consumers mind) (Aaker, 1991) Perceived quality: It is defined as the customers judgment about a products overall excellence or superiority in comparison to alternatives brand and overall superiority that ultimately motivates the customer to purchase the product (Aaker and Jacobson, 1994). It is difficult for customers to make a rational judgment of the quality. They are likely using quality attributes like color, flavor, form, and appearance of the product and the availability of production information to infer quality. The extent to which a brand is considered to provide good quality products can be measured on the basis of the following criteria: The quality offered by the product / brand is a reason to buy it. Level of differentiation/position in relation to competing brands. Price, as the product becomes more complex to assess and status is at play, consumers tend to take price as a quality indicator. Availability in different sales channels, i.e. consumers have a higher quality perception of brands that are widely available. The number of brand extensions (this can tell the consumer the brand stands for a certain quality guarantee that is applicable on a wide scale) (Aaker, 1991) Brand associations: Consumer must first be aware of the brand in order to develop a set of associations. Brand association contains the meaning of the brand for consumers; it is anything linked in memory to a brand (Aaker, 1991). Brand associations are mostly grouped into a product-related attribute like brand performance and non product related attributes like brand personality and organizational associations. Customers evaluate a product not merely by whether the product can perform the functions for which it is designed for but the reasons to buy this brand over the competitors. Brand personalities include symbolic attributes (Aaker, 1996; Keller, 1993) which are the intangible features that meet consumers needs for social approval, personal expression or self-esteem. The associations triggered by a brand can be assessed on the basis of the following indicators: The extent to which a brand name is able to retrieve associations from the consumers brain, such as information from TV advertising. The extent to which association contribute to brand differentiation in relation to the competition (these can be abstract association or associations with concrete product benefits) The extent to which brand associations play a role in the buying process (the greater this extent ,the higher the total brand equity) The extent to which brand associations create positive attitude/feelings(the greater this extent, the higher the total brand equity) The number of brand extensions in the market (the greater this number, the greater the opportunity to add brand associations) (Aaker, 1991) Other proprietary assets: Some of the examples are patent and intellectual property rights, relations with trade partners, etc. (the more the proprietary rights a brand has accumulated, the greater the brands competitive edge in those fields) (Aaker, 1991) The model also provides an insight into the criteria that indicate to what degree actual value is created with both consumer and company due to pursued branding policy. However, this model does not make a clear distinction between added value brand can have for the consumer /customer and added value it can have for the brand owner/company and does not even discuss the process that goes into building strong brands, and is only useful to gain insight into the various brand equity components and the relation between them. (Wood, 2000) 2.4 Kellers Customer-based Brand equity model This model depicts the process that goes into building strong brands. It is set in the realm of brand added value, i.e. the focus of this model is on the added value a brand offers its customers/consumers. Kevin Lane Keller introduced this customer-based brand equity model, and has defined it as the differential effect that consumers brand knowledge has on their response to the marketing of that brand (Keller 1993).Differential consumer response is mainly based on consumers knowledge of the brand as well as the favorability of associations. The model is made up of various steps, which should be taken in a fixed order. The model talks about the six dimensions of brand equity, namely, brand salience, brand performance, brand imagery, consumer judgments, consumer feelings and brand resonance. According to Keller, the highest level of brand equity is realized when the top of the pyramid is attained. In his view, the resonance comes about when the consumer has a high level of awareness of and familiarity with the brand and holds some strong, favorable and unique associations in memory. (Keller, Strategic brand management, 2002) http://markhendrikse.squarespace.com/storage/post-images/july-2009/cmmemodel.jpg?__SQUARESPACE_CACHEVERSION=1247443493748 (Kellers customer based brand equity model) The six dimensions and the process that goes into building of strong brands, as identified by Keller are: Brand Salience: The first step in the development of a strong brand involves describing its identity, and revolves around the question: Who am I? .To achieve this, the brand managers need to ensure that the customers should be able to identify with the brand. A clear associative link between the brand and a specific product class/category has to be established in the mind of the consumer, this also further helps in creating a solid footing for the building of brand awareness and knowledge. Salience basically refers to how familiar consumers are with a brand and whether the brand is actively considered when consumers find themselves in purchase or consumption situations. A high level of salience means that a consumer has knowledge of both the depth and the width of a brand, (depth here refers to the ease with which a brand can be activated in the consumers brain, while width refers to the extent to which happens when the consumer is making a purchase decision.)Brand Salience is thus a precondition for moving up on the brand pyramid. (Keller, 2002) (Keller, Strategic Brand Management: a european perspective, 2008) Brand performance and brand imagery: when brand salience has been realized, the process moves on to the next steps in the development of brand meaning. The second step basically answers the question: What am I?This question is answered by using intrinsic (tangible) and extrinsic (intangible) characteristics of a brand.(Intrinsic characteristics refer to the degree to which a product/service is seen to perform by consumers, and extrinsic characteristics refers to how consumers think about a brand. In order to boost overall brand equity the focus needs to be on both brand performance and brand imagery, since they together add on to the brand associations. Raising brand performance starts by delivering a product/service that fulfills current customers needs, followed by attempts to surpass the triggered customer expectations. Brand imagery on the other hand can be increased by tailoring to consumerspshyco-social needs. Imagery refers to what people think about a brand (in terms of value and meaning) and not so much about what exactly the product does or can do (in terms of functionality).It can be raised directly by creating brand experience or indirectly through advertisement. In the end, these two dimensions together need to bring about certain brand associations that are strong, positive and unique. These dimensions also play an important role in creating brand loyalty. (Keller, 2002) Brand judgments and brand feelings: After realizing strong, positive and unique brand associations, the third step deals with the way consumers think and feel about a brand. This step basically contains the responses to the efforts from step 2(performance and imagery).the brand is evaluated and judged at this stage, formulating a certain attitude towards the brand. The two dimensions at play here are: brand judgments (rational) and brand feelings (emotional).the former denotes the opinion consumers have of a brand, and how they evaluate the brand. The opinion in this case is formed rationally and based on three criteria, quality, reliability and superiority. Brand feelings on the other hand are the emotional reactions by consumers to brands and their marketing efforts. What feelings does the brand evoke in the consumer, and in the social environment? Are these feelings intense or not, positive or negative? These feelings can very strong and can have an affect on brand observation dur ing actual use of the product. These feelings are based on various factors, namely, warmth, pleasure, tension, security, social acceptance and self respect. (Keller, 2002) Brand resonance: once when the consumer has acquired a positive idea of the brand in both a rational and an emotional sense, a solid base is created to further jump on to the last stage. This stage answers the question whether the consumer is willing to enter into a (lasting) relationship with a brand. If this stage is attained, then its considered as the brand has achieved true brand loyalty, where the consumer identifies him/herself with the values of the brand to a considerable degree and is willing to invest in a relationship. Brand resonance is an ultimate relationship between a brand and a consumer. The closeness of the bond can be measured using factors like loyalty, emotional bond, being a member of a brand community and active brand involvement. (Keller, 2002) Brand equity if used appropriately, possesses a huge potential to create advantages and benefits for the firm, the trade and the consumer. Some of the benefits of strong brand equity being, improved perceptions of product performance, greater loyalty, less vulnerability to competitive marketing actions and marketing crises, larger margins , more inelastic consumer response to price increases and more elastic consumer response to price decreases ,greater trade cooperation and support ,increased marketing communication effectiveness along with licensing opportunities and additional brand extension opportunities.(Wood ,2000 ; Feldwick, 1996) 2.5 Brand equity and brand extension Brand equity can be leveraged by building it, borrowing it, or by buying it. Building brand equity is not an easy task due to the rapid increase in the number of brands and the intense competition that is prevalent in many industries. Thus, the brands generally prefer to opt for the alternatives to building brand equity i.e. by borrowing it or buying it. (Moisescu, 2005; Tuominen, 1999) Since the study focuses on the role of brand equity in brand extensions, leveraging brand equity by borrowing it, will be discussed. Borrowing brand equity: According to Tuominen (1999), many firms borrow on the brand equity in their brand names by extending existing brand names to other products, which is referred to as brand extension. There are two types of brand extensions namely, a line and a category extension. A line extension is when a current brand name is used to enter new market segment in the existing product class, whereas, a category extension is when the current brand name is used to enter a different product class. A line extension occurs when a company introduces additional items in the same product category under the same brand name. A line extension often involves a different size, color, flavor or ingredient, a different form or a different application for the brand (Richard Elliot, 2006). Products in line extensions are technically congruent, i.e., similar in many attributes. They belong to the same product category or subclass. The vast majority of new-product activity consists of line extens ions. Excess manufacturing capacity often drives a company to introduce additional items. The company might want to meet the consumers desire for variety. The company may recognize a latent consumer want and try to capitalize on it (Moisescu, 2005). The company may want to match a competitors successful line extension. Many companies introduce line extensions primarily to command more shelf space from resellers. Line extensions involve risks. There is a chance that the brand name will lose its specific meaning. This is called the line-extension trap (Eun Young Kim, 2000) .The other risk is that many line extensions will not sell enough to cover their development and promotion costs. Furthermore, even when they sell enough, the sales may come at the expense of other items in the line. A line extension works best when it takes sales away from competing brands, not when it cannibalizes the companys other products (Moisescu, 2005).A category extension occurs when a company decides to us e an existing brand name to launch a product in a new product category. Category extensions capitalize on the brand image of the core product or service to efficiently inform consumers and retailers about a new product or service (Richard Elliot, 2006).The potential benefits of category extensions include immediate name recognition and the transference of benefits associated with a familiar brand. A well-regarded brand name gives the new product instant recognition and earlier acceptance (Eun Young Kim, 2000). It enables the company to enter into new-product categories more easily. Moreover, category extensions eliminate the high costs of establishing a new brand and often reduce the costs of gaining distribution (Eun Young Kim, 2000; Dennis A. Pitta, 1995). Category extensions also involve risks. The new product might disappoint buyers and damage their respect for the companys other products. The brand name may lose its special positioning in the consumers mind through over-extensi on. (Dennis A. Pitta, 1995) Brand dilution is said to occur when consumers no longer associate a brand with a specific product or highly similar products (Richard Elliot, 2006). Companies that are tempted to transfer their brand name must research how well the brands associations fit the new product. The best result would occur when the brand name builds the sales of both the new product and the existing product. An acceptable result would be when the new product sells well without affecting the sales of the existing product. The worst result would be when the new product fails and hurts the sales of the existing product (Tuominen, 1999). Transferring an existing brand name to a new product category requires great care. In order to successfully maintain and further leverage the existing brand equity and to prevent it from any damage, a brand needs to carefully extend itself by maintaining perceptual fit, competitive leverage, and benefit transfer. Where in perceptual fit means that the consumer must perceive the new item to be consistent with the parent brand, competitive leverage means that the new item must be comparable or superior to other products in the category and benefit transfer means that the benefit offered by the parent brand is desired by consumers of products in the new category (Dennis A. Pitta, 1995; Tuominen, 1999). To use brand equity efficiently and appropriately and to further maintain perceptual fit, competitive leverage and benefit transfer, a brand needs to know and consider various factors while deciding upon a brand extension strategy. Consumers beliefs and feelings about the original brand are likely to be transferred, only when the extension product is perceived as a member of the original brand family (Abhishek Dwivedi, 2007).The greater the fit / similarity perceived by consumers between the extension product and the original brand, the more likely, the affect associated with the original brand would be transferred to the extension product. Thus the consumer perception of fit is s the most important construct in a consumer evaluation of brand extension. The consumer perception of fit serves as a heuristic cue in a consumer brand extension evaluation process because one of the functions of similarity is to allow people to make educated guesses in the face of limited knowledge with the brand extension (Leslie de Chernatony, 2001). The extension product is new to the consumers so if it is perceived as similar to the original brand, the consumers will be able to make inferences or judgments about the new extension based on these similarities. The perceived fit will be achieved when a consumer perceives that the new extension product is consistent with the parent brand ,or a family member of the brand name, and then affect or attitude transference will be more likely to occur ,to facilitate the brand extension evaluation. It is widely accepted that fit perceptions between an extension and its parent brand determines consumer evaluations of brand extensions and there is a positive relationship between the fit perceptions and consumers attitudes toward the extension. (Abhishek Dwivedi, 2007; Havard Hansen, 1998) 2.6 Dimensions of fit The perception of fit is an important determinant but there still considerable variances about its dimensions in the literature. The most popular concepts that have been used to define the dimensions of fit are similarity ,relatedness, typicality, and brand concept consistency. These concepts define the perception of fit from different aspects, but they also have some overlaps. (Langlotz, 2008; Izabella b.2009) 2.6.1 Similarity: In most research similarity refers to how alike the original product and the extension product are in terms of features and attributes. The consumer similarity judgment involves comparing or matching features between the original product category and the new extension product category. The more features that overlap or match between the two classes of products, the more likely it is that these two products will be perceived to belong to the same cognitive category (Dr. Ashish Sharma, 2007) .Besides, shared features between two product classes, similarity also refers to shared benefits, which means that two products have a common goal. Similarity can also be used to refer to sharing same usage situations, or being complementary in usage. From the firms perspective similarity also refers to manufacturing synergies or the firms ability to transfer the marketing, operating or manufacturing capability from the original product to the new extension product ( Izabella b.20 09). According to Aaker Keller (1990), similarity is based on three elements, complement, substitute, and transfer. Complement indicates the extent to which consumers view two product classes as sharing the same usage context. Substitute is the extent to which consumers perceive two product classes can replace each other in satisfying the same need. Transfer is the extent to which the perceived ability or skill of a manufacturer that is required for the extension overlaps with that of the parent brands. Consumer perceived similarity plays an important role in brand extension evaluation. It can enhance the transferability of perceived quality of the brand to the extension, and directly affect the attitude towards the extension; the higher the level of similarity, the more favorable the attitude toward brand extension (Langlotz, 2008). 2.6.2 Typicality: It is used to measure the consumers perception of fit between the extension product and the original family branded products. According to Tauber (2001), when an extension shares more features of current family branded products, it will be a more typical member of the family brand and the affect transference will be more likely to occur on the new extension. Typicality refers to how representative the extension product category is of the original family branded products .An extension product may be perceived as a typical member of the original brand family not only because it shares many physical features of the original product, but also because it represents the family brand image at a high level. Typicality is basically a broader view of similarity .It also includes some non product related aspects like the brand image. Typicality has an impact on consumer brand extension evaluations; however the notion of typicality may be more useful measurement of fit percepti on when the original brand has more than one existing product, because it measures how representative the new extension is of the brand family. (Tauber, 2001; Vukasovic, 2001) 2.6.3 Relatedness: It is another word used to describe the fit between the extension product and the original brand .It refers to the strength of the association between the brands parent category and the target extension category (VukasoviÄ , 2001). The consumer attitudes transference is more likely to occur on extensions which are closely related to the parent categories. Relatedness is a similar concept to similarity. It depends on the similarity of common features, complementarities in a common usage situation, and substitutability in providing a common function. However, relatedness is a more inclusive construct than similarity. The notion of similarity only refers to the common physical features between the original product category and the extension category. It does not accommodate the notion of conceptual coherence; i .e, sometimes two product categories are perceived to be related to each other conceptually not physically. So it can be concluded that relatedness offe rs a broader view of similarity. (Langlotz, 2008).Like the concept of typicality, the notion of relatedness defines consumer perceptions of fit on the concept of similarity, but they both offer some idea that is more than the similarity concept. These two concepts indicate that the consumer perceptions of fit in brand extension evaluations include not only physical product similarities, but also consistencies at some non physical levels, for example the brand image level and product conceptual level. (Langlotz, 2008; Vukasovic, 2001) 2.6.4 Brand concept consistency : Although both concepts of typicality and relatedness capture some non physical aspects of fit, the non product aspects of fit are accommodated more by the concept of brand concept consistency. A brand concept is the brand image, which is made up of specific associations that differentiate the brand from other competing brands. It is the unique abstract meaning that is derived from a particular configuration of product features (Tauber, 2001). Langlotz (2008) reveals that when consumers evaluate a brand extension, they not only take into account information about the product feature similarity, but also the concept consistency between the brand concept and the extension. The brand concept consistency is more non product related and is more about the brand image than the physical features. The more that consumers think the extension is consistent with the parent brand concept or image, the more favorable consumer attitudes are toward the extension. Thu s those extensions, which are very different from the parent product category physically, can also be perceived as fitting with the parent brand, as long as they have consistent images and concepts with the parent brand. Compared with the notion of similarity, brand concept consistency captures a totally different aspect of fit. However it is believed to be equally important to the similarity between the extension product and the original product in a consumer brand extension evaluation process. The concept of consumer fit perceptions in brand extension evaluation is incomplete without either similarity or brand concept consistency (Tauber, 2001; Vukasovic, 2001). 2.7 Role of Consumer knowledge in brand extension evaluations Consumer knowledge is indicated as one of the moderating variables that have an impact on consumer fit perceptions in the brand extension evaluation process (Ma, 2005). Thus, review of the importance of the consumer fit perception in a brand extension evaluation, and its dimensions is followed with the review of consumer knowledge. 2.7.1 Influence of knowledge on consumers behaviors: Consumers with high and low knowledge react differently in a variety of consumer behaviors like information processing evaluation strategies and decision making. The differences between high and low knowledge consumers are addressed in three related areas: Differences in cognitive structure ,capabilities of analysis, inference and memory, Differences in internal knowledge transfer, Differences in similarity judgments between brands, Differences in fit perception in brand extension evaluations. (Phau, 2003)

Cloned stem cells may give you a new lease of life Essay -- Biology

Cloned stem cells may give you a new lease of life (A new lease of life means â€Å"an opportunity to improve someone’s future†) Summery Paragraph The name of my article is â€Å"Cloned stem cells may give a new lease of life† I found this article in the â€Å"New Scientist† magazine. It was published on November 8, 2002. The article is telling us about how to use therapeutic (treatment) cloning to take adult cells from a human body, create cloned embryos (animal or plant in the early period of its development before it is born or grown) and remove stem cells that can turn into a wide range of tissues (a bunch of cells forming an animal or plant. Like the heart, brain, muscles, and lungs are some examples of tissues). When they tried this experiment on two cows, one cow was given drugs...

Title: Being an Inspirational Teacher and Maintaining the Passion.

OUTLINE Title: Being an Inspirational Teacher and Maintaining The Passion. Introductory Paragraphs a)General Ideas ? Teacher is an amazing profession in which you can change the lives of hundreds. They can mould beliefs and behaviors, setting an example to follow. ? To motivate students to learn different things. This may seems easy for teachers but there direct impact on careers. Many teachers start out with a great passion for the profession, but it can be a difficult job when students lack some physical or mental capabilities. b)Thesis Statement (Specific Idea) Opportunity to share your passion and foster it in others. Teachers are able to get the best out of the people they teach and they are profoundly admired. Body Paragraph 1 (a)Topic Sentence ? Being a teacher will inspire others. By sharing your knowledge and attention with your students, you'll influence who and what they will become – not only in the professional realm, but also personally. (b)Supporting Details (el aboration) ?A good teacher will constantly update material and methods. ?Inspirational teacher must always be in fashion to attract students. Must update their own knowledge as well. ?Be a coach and a model to the students. ?Can change a child's life for the better future – You may be the only one who believes in them and encourages them to do their best. ?Incorporate some of the positive changes that you wish you had experienced in the classroom as a child to the students. Body Paragraph 2 (a)Topic Sentence ?As the time passes, some may find their passion on teaching started to wane. which can be counterproductive both to them and their students. However, there are things you can do to help yourself maintain a passion for teaching. b)Supporting Details (elaboration) ?Remember why you got into teaching in the first place. ?Spend time thinking about the children and how you can make a difference in their lives. ?Think about the successes that you’ve had – childre n that accomplished more than they thought they could because of you. Remember those times and cherish them. ? Change your lesson plans. See if you can improve them or add some fun to them. ?Creating new plans that the students might better appreciate might help to maintain your passion – You never realize how fun you can make teaching until you actually try.Body Paragraph 3 (a)Topic Sentence ?Finally, you'll have the opportunity to further hone your skills and develop advanced training. Share your passion and inspiring others, helping students is actually helping your selves too. (b)Supporting Details (elaboration) ?Change the Future of Education. ? By fostering an environment of creativity, professionalism, and sharing, you'll have the opportunity to be part of a vibrant community of educators. ?Different joys and challenges, you'll never be bored. – Because you'll most likely have an entirely new group of students every year.Conclusion (a)Restart/rephrase of the the sis statement ?Teaching is a wonderful field in which many people really do make a difference. ?Remember what you’ve done as well as changing things in the present helps you keep your passion for teaching. (b)Prediction or opinion ?Inspirational teacher must possess intelligence, knowledge, and a variety of skills. ?People became a teachers or lecturers because they themselves had an inspirational teacher. So it is not genetic, but it certainly is passed on traits.

The Case For Agile Marketing With Andrea Fryrear From AgileSherpas

The Case For Agile Marketing With Andrea Fryrear From AgileSherpas What did 447 marketers identify as the top benefits of an agile marketing approach? Helps team change gears quickly; provides better visibility into status of projects; finds roadblocks sooner; and produces higher quality work. Today, my guest is Andrea Fryrear, AgileSherpas co-founder and agile marketing consultant. We’re revealing the results of the 2nd Annual State of Agile Marketing Report. Agile Marketing: Transitioning from traditional marketing pieces to short-term, high-quality, flexible work delivered rapidly and focused on the customer Emphasis put on experimentation and validated learning through small, empowered, autonomous marketing teams Marketers moving to agile framework to increase productivity, improve prioritization, and allow time to be innovative and creative Common practices include daily stand-ups and using tools to visualize work One-third of respondents are agile marketers; 50% are traditional marketers; and 15% are ad-hoc marketers 50% of traditional marketers want to implement agile marketing approach in 2019 54% of agile teams use a hybrid approach Agile aids interpersonal issues; creates better colleagues and work/life balance Processes, project management tools, and education assist agile adoption Overcoming agile skepticism; process of change is less painful than status quo Favorite shifts between 2018 and 2019 reports; marketers are getting educated and thinking for themselves Andrea’s Advice on Agile Approach: If you can’t fix it, make it visible Links: AgileSherpas AgileSherpas Training Services 2nd Annual State of Agile Marketing Report Why You Should Shred Your 2019 Marketing Plan and Do This Instead by Garrett Moon Scrum Guide If you liked today’s show, please subscribe on iTunes to The Actionable Content Marketing Podcast! The podcast is also available on SoundCloud, Stitcher, and Google Play. Quotes by Andrea Fryrear: â€Å"If you haven’t already drunk the Agile Kool-Aid(Agile marketing is) very focused on the customer, very high quality, but also able to be delivered very rapidly.† â€Å"For marketing teams, we need more flexibility.† â€Å"Change is hard. There has to be something enticing on the other side of the difficult process.† â€Å"Agile practices repair some of the interpersonal problems that marketers can experience. We become better colleagues, and we have better work/life balance.†

A Foolproof Way to Write a Press Release (with Samples)

A Foolproof Way to Write a Press Release (with Samples) Whether you are announcing a new product or novel, improving your brand or author image, or looking for search engine optimization, a press release is a great way to achieve these aims and more. What once was simply a way to communicate a message to journalists has become something with a far greater reach- a viral reach, in fact- and can be used to jumpstart your brand, business, or novel marketing. Using a simple inverted pyramid style of writing, the press release offers a way to advertise everything from an event to a new product to publication of a book, and theres a foolproof method to write it. If youre looking for that method, youve come to the right place.What is the point of a press release?If were going to discuss method- we should first discuss purpose. Before the growth of Internet marketing, press releases were sent to journalists to obtain media coverage. In keeping with the rules of journalism, the style was focused on sharing the news quickly and effectively via head line strength and a powerful lede, otherwise known as an opening paragraph and hook.Now, this purpose has evolved into a highly effective way to distribute information online- through company websites, email campaigns, social media, or press release publishing platforms- and achieve SEO (search engine optimization) goals for an organization, brand, or author. This results in a compact, power-packed punch of information dissemination that reaches audiences in the most succinct way possible.In essence, a press release now has viral possibilities. What once was limited to a shot-in-the-dark attempt to catch a journalists attention is now a medium offering great potential in landing a website in top spots for search engine results and building brand identity, whether for an author or a business.A press release offers viral marketing possibilities for your brand, business, or book. Photo by Dominika Roseclay from Pexels.How do I make the most of a press release?In consideration of the mu ltiple aims that a press release can now achieve, its time to rethink what should go into one in the planning and writing stages. Ideas like readability, keywords and effective headlines- although always a part of writing an effective press release- are even more pertinent now.This means that if you have an hour to plan and write a press release, a large percentage of that time (20 minutes, at least) should go into determining a catchy headline and the right keywords to be included. While its impossible to cover this topic in depth for the scope of this article, you can learn more about creating a compelling headline by reading this piece about writing headlines that increase online traffic potential.You can also run several headline possibilities through this headline analyzer, although there are a few steps youll have to go through (entering your name, email address, and company information) to get a readout. The readout you receive, however, is a great breakdown of important aspe cts of your headline, such as the emotional appeal, power words, and generic word choice youve used. Youll also receive a score on the headline youve chosen and be offered instructions regarding how to tweak it to get a higher score.What are the components of a press release?Beyond a catchy headline with important keywords included, the other components of a press release are:Contact information for media to get in touch with youThe city and state where this news is happeningBody copy, ordered by level of importanceBoiler Plate with information about your organization or brand. If youre unsure of how to write the boilerplate for your business or author brand, this website offers several great examples to guide you through the process of writing it. Basically, your boilerplate should include the following details:The name of your organizationYour mission statementFounding dates (if applicable)Company size (if applicable)A brief statement on what your organization is doing today to fu lfill the ideas in your mission statementThe outline of a press release is simple. This graphic from CoSchedule is a great resource to use to make sure you are following the correct format and including all necessary elements when planning and writing your press release. As you can see from the graphic, the outline you should use is:HeadlineStatement of For Immediate Release and date of publicationPress contact information, including contact name, email and phone number (if applicable)Summary bullet pointsAn introductory paragraph (otherwise known as the lede), including a hook and the who, what, when, where, and why of your content.A second (and possibly third) paragraph offering additional information that supports your lede.The boilerplate of your organization or brand.So how do I write a great introductory paragraph/lede?As youll see from the graphic mentioned above, following the summary points of a press release, the introductory paragraph is the most important part of the con tent youll provide. If youve ever heard of the inverted pyramid strategy of writing, a press release follows it precisely, with the most important information at the beginning of the copy.Who, what, when, where, and whyThis means that the basic details of your press release- who, what, when, where, and why- should be all included in the first paragraph. You should write this paragraph assuming that your reader will read it alone, and none of the paragraphs that will follow. In journalists terms, this paragraph is called a lede, and is meant to entice the reader to read further. In other words- out of the three or more paragraphs you write in your press release, this one should get the most attention.In the lede, you should include the following aspects of your story:Who is the story about?What is happening?Where is it taking place?When will it take place?Why is it important?Follow these five Ws with a hook, which is a sentence informing the reader why they should be interested in th is event. All of these together will be the first paragraph of your press release.What about the other paragraphs?If youre following the inverted pyramid format mentioned earlier, the second and additional paragraphs of your press release are simply additional information to offer your reader about the five Ws. This is the part where youll want to include quotes from important people involved with the project, product, or campaign. If you are writing a press release for a book that youre publishing, youll want to include your own quotes in these paragraphs, while writing the rest of the release in third-person point of view.Its important to keep in mind that any quotes used in this part of the press release should be beneficial for the reader. In other words, any quotes that you use should offer more detail for anyone interested in learning more about the focus of the press release, including insider information about the product or service being offered. You should use these paragr aphs to tell your reader what they can gain from what youre advertising, rather than just random details about the speakers background or experience.How do I write a press release for a book?If youre writing a press release for a book, youll want to follow most of the same guidelines mentioned above. If youre using the press release for SEO purposes or simply as a viral marketing technique on social media, following the steps Ive mentioned above will get the job done. Just keep in mind that the 5 Ws- who, what, when, where, and why- might take on additional meaning in this context. Specifically, if youre writing the press release to announce a book signing, youll need to include the details related to that book signing in the introductory paragraph.A press release should include the details related to an event, specifically who, what, when, where, and why. Photo by Pixabay on Pexels.However, in the case of a press release related to a novel, its important to also include details abo ut the book itself- thus, the second set of 5 Ws. In the second paragraph, immediately following the introductory one stating the details of the actual signing event, youll want to clue readers in on the summary of the book. This might include its genre, main characters, setting, and a brief one- to two-sentence summation of the plot of the book.Other things you might want to include within a press release for a book signing or publication date include:Interesting details about the author or the authors storyAny award or recognition that the book has wonAny endorsement that a celebrity or well-known person has given for the bookAny buzzwords that might attract a certain audience to your book, i.e., millennials, working mothers, or spirituality.This article goes into more detail about specific points to focus on when writing a press release for a book and/or book signing event.Sample press releasesAs promised, here are some sample press releases written across a variety of industries .GameStop Announces Limited Supply of Nintendo Switch SystemsApple Expands Global Recycling ProgramsVail Resorts Acquire Stowe Mountain ResortA sparkling romantic comedy about one womans decision to tinker with the horoscopes of the (Aquarian) man of her dreams- with far-reaching consequences*.*Notice that on the author press release, the bulleted summary quotes are reviewer quotes, while the who, what, when, where, and why are all information about the books plot. This is because the purpose of the press release is to announce the book itself, rather than a signing or event surrounding the book.

Sales promotions Essay Example | Topics and Well Written Essays - 250 words

Sales promotions - Essay Example Managers’ tendency to rely on sales promotion has increased over the passage of time because sales promotion triggers the buyer action serving as a short-term tool while advertising shapes the attitude of market toward the brand in the long-run (Kotler, 2003). A very effective way of sales promotion is the use of coupons. In this strategy, customers either cut the coupons from newspapers or receive them on their own so as to be able to buy products at discounts (Rikey, 2012). Rebates are of two kinds; â€Å"an instate rebate, where the discount is taken immediately at the store register, or a mail-in rebate, or MIR, where the customer must fill out documentation, and mail it in order to receive their refund† (Miller, 2014). Cooperative advertising programs and sales training programs are means of effecting the support of retailers. Different sales promotion techniques attract professional buyers in the business market. Continuity programs are of huge significance in the travel industry and also have propagated to the advertisers of business-products (O’Guinn, Allen, and Semenik, 2011, p. 568). Repeat purchase is rewarded by continuity programs and

Children should not be Educated at Home Essay Example | Topics and Well Written Essays - 500 words

Children should not be Educated at Home - Essay Example Additionally, a child misses an opportunity of interacting with others when he or she is educated at home. This has serious effect on a child social development in future because he or she will not be able to learn ways of interacting with others (Amy and Vahid, 22).In addition, some parents explain that a child experiences less pressure as compared to a child educated at school. They argue that a child can achieve educational freedom whereby they learn what need to learn anytime. However, their view is quit refutable. A study by Marcovici (138) shows that home education is stressful because a parent has to research and prepare lesson for a child. Additionally, the parent has to answer any questions posted to them by a child. This can be tasking to a parent who also has to undertake other jobs. It can also result to misunderstanding when a child is struggling to get to know what has been taught. Some parents have argued that sending their kids to school expose them to harsh realities such as smoking, teenage sex and alcohol abuse. However, a study by Amy and Vahid (22) explain that kids need to be in such realities so as to know between right and wrong. Additionally, the authors explain that kids can deal with issues of drug and alcohol abuse when they are mature easily. The fact here is that kids are will be aware of the consequences posed by exposure of teenage sex and drug use.It is important to send children to conventional classes to make them have achievement in their lives.