Information Communication Technology Essay Example | Topics and Well Written Essays - 1500 words

Information Communication Technology - Essay Example From this research it is clear that a stand alone system can be helpful initially for the teachers to provide training to the users who are unfamiliar with the use of computer systems. A computer system helps in enhancing the knowledge new users who want to accelerate in this domain. A single or stand alone computer can only solve the issues who are just required in a closed vicinity. But when we have to think about the communication over the globe or whole world then the concept of computer networking can solve this issue. Networking helps in connecting computer systems over the globe and it provides an immense set of advantages in domain of ICT which we will have to discuss one by one.This paper highlights that  networking helps in file sharing between all the computers who are connected together. It provides a sort of more flexibility than using floppy drives and USB drive. We can share different types of data like photos, documents, music files, and many more. A network approac h also helps us in saving our important data on a different computer by using a home network. Home network helps us in making backup or duplicate copies of our critical data.  When a network facility is available and different computers are connected via media then it becomes easy to share a single printer among all computers.  When a shared printer will be available on the net then there would not be the need of jumping from one system to another one for printing purpose.

Amul Chocolates | Marketing Plan

Amul Chocolates | Marketing Plan Amul has been a market leader in dairy products for decades however Amul Chocolate is the only product which is not doing so well. Amul Chocolates was the market leader in 1970s but lost its place to Cadbury in the last 10 to 20 years. Amul has successfully extended its milkman image to ice cream, butter, cheese and other dairy products, but has made no headway in chocolate. The main reason behind the decline of the product is lack of promotion and concentration on other dairy products. Marketing Plan to increase the Sales of Amul Chocolates. Since Amul Chocolate as a product is declining incurring losses to Amul we now make a marketing plan to improve the performance of the product. We will concentrate on the domestic performance of Amul Chocolate which means we will make a plan to increase the sales of Amul chocolates in India. We would be using the SOSTAC model to describe the market plan for Amul to improve the sales of Amul Chocolates. SOSTAC is the abbreviation for Situation Analysis, Objective setting, Strategy Development, Tactics, and Action Control. Situation Analysis Situation Analysis is the study of trends within the economy and a comprehensive analysis of market, competitors and the company itself. Now, we will analyze the situation of Amul chocolates using Porters five forces framework which was developed by Mr Michael Porter of Harvard Business School in 1979. This framework helps us to identify forces that determine the competitive intensity and therefore attractiveness of a market. Porters Five forces framework for Amul Chocolates 1. Bargaining power of the suppliers: In order to produce chocolates the materials required are cocoa, milk, sugar, butter, milk powder, fruits etc. Amul is a market leader in India in products like milk, milk powder and butter so it does not require any other supplier. Other materials like cocoa , fruits and sugar can also be bought easily as there are many suppliers considering that India is a land of farmers where Agriculture is the backbone of the economy. Also there are millions of farmers who supply fruits and sugar so the bargaining power of the supplier is very less. 2. Bargaining power of the buyers: India is a fast growing nation and buyers have a lot of options when it comes to deciding which chocolate they want to buy. Hence the bargaining power of the buyers is high. 3. Threat of substitute products: In the last few years, Indian sweets have been substituted by chocolates. So there is possibility that people can go back to sweets because nowadays sweets manufacturers have introduced different varieties of sweets like fat free sweets, sugar free sweets etc. Also lot of people these days prefers power bars and protein bars which are also delicious like chocolate but healthier as well compared to chocolates. Also there can be other substitutes like waffers, cakes etc. India is well know for making duplicate products of big brands like Daily Milk for Dairy Milk(Cadburys ace product) Kir Kat for Kit Kat(Nestlà ©s ace product).Chocolate manufacturers need to make sure they differentiate their products well make consumers aware of the difference because a large number of people in India are illiterate. 4. Threat of potential entrants: In the Indian chocolate market there are 3 major players namely Cadbury who is the market leader, Nestle Amul. These 3 companies have been sharing 99% of the chocolate market in India for many years which clearly explains that there is no real threat of new entrants. However, in the last 5 years, foreign brands like Mars have entered the market with products like Mars bar, Bounty Snickers which have become quite popular in major cities like Mumbai, Bangalore and New Delhi. 5. Competitive Rivalry: The biggest factor that is affecting Amuls market share in India from last 10 to 20 years is the growth of its competitors like Cadbury Nestle. Now, with the entry of foreign players like Mars its getting tougher for them to increase the sales. Objective Setting Objectives are the motive of the companys operational activities. It is basically what the company wants to achieve. Nothing happens until we plan and good plans have goals and objectives. Setting objectives lays the foundation for the companys operations. It shows us the path to follow. Objectives can also be called as battle plans, the stepping stones on the path towards achieving our goals. Objective of Amul Chocolates The objective of Amul as a company is to give Value for money to its customers. Amul has a range of superior products, consumed by every age group. Since Amul chocolates is not doing well like Amuls other products like milk, yoghurt and cheese the objective of Amul Chocolates as a Business Unit would be to increase its market share in India from a 5% in 2010 to 15% in the next 5 years by carrying out proper promotion activities and to produce variety of chocolates to give consumer more options. Strategy development Now that we have set our objectives we need to make a strategy to attain the objective of increasing the market share by 10% in 5 years which is difficult because of the declining trend and competition however possible because of the Brand strength. We would be using the Ansoff Matrix, Market segmentation to describe the strategy of Amul Chocolates to increase its market share in India. Ansoff Matrix Market penetration: Market Penetration means when a company sells its existing products to the existing market. Amul can use this technique to increase sales in India. They also need to advertise and carry out lot of promotional activities to inform the consumers that they still exist and can provide them with what they want. Its been years that Amuls chocolate advertisement has been telecasted on Indias major television channesl like Start Zee. Sales promotions like discounts and free samples can help them to increase the Brand awareness and attract customers to switch brand from competitors. This is the Celebrity age and every big company uses a celebrity as a Brand Ambassador for its product. For example Amitabh Bachchan (Greatest Indian Actor) for Cadbury Rani Mukherjee (Indian Actress) for Nestle, Amul also use a brand ambassador for the promotion of its chocolate. Market Development: Market development is a situation where a company is involved in expanding into new markets with existing products. Amul as a company needs to target rural areas of Northern India like Uttar Pradesh, Bihar, Jharkhand and Uttaranchal because most of the people in these states are farmers who have many children. Also one more benefit of supplying chocolates in these places is that its competitors like Nestle and Cadbury do not have a big market in these places. Amul has a strong brand name in rural areas because of its other dairy products and also has a strong supply chain and logistics to reach these places. The Indian Government will also provide them subsidy or lower taxes because they would be contributing socially by entering into rural markets. Product Development: Product development means a company modifies its product i.e. improves it to appeal to the existing market. Amul needs to make changes to its product (chocolates) like introduction of more flavours and attractive packaging because the wrappers Amul uses is not at all attractive compared to those used by Cadbury and Nestle. Packaging is very important because of majority of the consumers are kids and youngsters who like attractive packages. Many kids buy chocolates not because they like it but because of attractive wrappers. This would keep them in competition with competitors like Cadbury and Nestle. Currently there is a trend for low calorie and fat free food because people want to be fit; introducing low calorie and less fat chocolates would be a strong recommendation. Amul must into market alliances with various portals to offer products (on those portals that were developed for festive occasions such as Valentines Day and Friendship Da0y. Market Segmentation Market Segmentation is a process of dividing a large market into identifiable segments having similar wants, needs or demands. The objective of market segmentation is to design a marketing mix that matches the expectations of customers in the targeted segment. Every product is produced with a target in mind. Amul must divide its market using 2 bases of segmentation. 1. Demographic Segmentation 2. Geographic Segmentation Demographic Segmentation: Demographic segmentation is segmentation of market on the bases of factors such as age, gender, income, occupation etc Amul must divide its target market on age factor. Age 2 to 15 Age 16 to 35 Age 35 above For children up to 15 years old, Amul should produce chocolates like plain bars filled with chocolate in other words high on energy and sweet. The product should be rich in chocolate, nuts and milk. For children they must have a lot of variety because children have the tendency to try different chocolates. This is the most important target group for Amul considering the product. Hence, major focus should be on the products targeted to this market. For the market in the age group of 16 to 35, Amul should produce chocolates which are low on calories and less fattening as this market segment is diet conscious. Before taste they think about calories and putting on weight. For this segment Amul should also introduce protein bars which have become a trend these days. Youngsters who work out and are fitness conscious consume lot of such items to keep them full and away from high calorie food products. For the market in the age group of above 35 years, Amul should produce sugar free chocolates because at this age many people in India are diabetic or have been asked to consume less sugar. Geo-demographic Segmentation: Geo-demographic segmentation is a segmentation technique that classifies people according to where they live. The concept is based on the presumptions that people who live within a particular area exhibit common purchasing behaviour. Amul should divide its market in to 2 segments Developed cities like Mumbai, Bangalore, Pune, Kolkata and Delhi Under Developed states like Bihar, Uttar Pradesh, Jharkhand etc. People in developed cities like Mumbai, Bangalore and Delhi have a high purchasing power compared to other places in India. The literacy rate is high in these cities, people have access to different mediums of advertising and infrastructure is developed. Amul should produce and supply high quality products in these cities with no compromise on price. However, they must keep in mind that their competitors are already enjoying a great amount of market share in such places. Cadbury to some extent enjoys a monopoly in such cities because of its quality of products, availability and immensely strong brand name. Amul must match Cadburys quality to excel in the market. States like Uttar Pradesh and Bihar are not developed like Mumbai and Bangalore. The literacy rate is less than 50% with poor infrastructure. Many people dont even have access to electricity. Majority of them are poor farmers. Amul has an advantage here because their competitors like Nestle dont have easier access to such places. Amul has a strong network because of its ace products like Butter, Cheese and Milk which are available all over the country. Amul should introduce chocolates which are cheaper but high on energy in these places. Tactics Tactics are the measures that help in achieving strategies. Tactics generally include the use and manipulation of the 7 Ps of marketing. In this case we would be using four Ps. Product: The major reason why Amul chocolate as a product is declining from the last 10 years is because of not meeting the demands of the consumers. Cadbury Nestle who are doing well in the chocolate market have continuously launches new products and have been successful. Every product has a life and it gets over one day. No product can live forever. Innovation is the key to survive in modern day. Companies need to modify and improve their product time to time. Innovation also led consumers to think that the company cares about their needs and changes time to time to meet their demands. For example, When Nestle launched Kit Kat in India it was a big hit. People just loved the taste of the chocolate its packaging. However after a few years it started losing its share then Nestle introduced couple of flavours Orange and Mint which increased the market share. Amul also needs to introduce new varieties of chocolates and improve its existing ones. They should introduce milk chocolates like Nestlà ©s Milky Bar, Chocolates with fruits and nuts like Cadbury has its Fruit and Nuts, Mint chocolates like Nestlà ©s After Eight etc. Introduction of power bars low calorie chocolates will also be a decent step to increase the variety of products. Also the packaging is a crucial factor because majority of the consumers are kids who are easily attracted by attractive and colourful packages. Amul has the history of unattractive packaging. If we compare the wrappers and boxes of Amul chocolates to Cadbury Nestle, the packaging of the competitors is far superior. Amul has to stop their ancient method of packaging and adopt modern methods. Amul must also spend a good amount of money on reaserch and development to identify the demands of the consumers and strategy of their competitors. 2. Price: Pricing is an important strategic issue because it is related to product positioning. Furthermore, pricing affects other marketing mix elements such as product features, channel decisions, and promotion. The objectives of pricing are to maximize profits, to signal high quality and also to survive in many cases. Pricing must take into account the competitive and legal environment in which the company operates. From a competitive standpoint, the firm must consider the implications of its pricing on the pricing decisions of competitors. For example, setting the price too low may risk a price war that may not be in the best interest of either side. Setting the price too high may attract a large number of competitors who want to share in the profits. Factors like cost of production, demand, competition, availability of substitutes and inflation should be considered while setting prices. Majority of people in India live in villages and have low disposable income. With such a heav y competition in the chocolate market, Price plays a very important role. In India, Brand loyalty is very rare. People will change their loyalty if they can spend less. Amul must produce high quality goods and sell it at a competitive price. Amul will have to follow competition based pricing technique which implies that they would need to set prices on the basis of what its competitors do in order to compete with them. Its said that India is a rich country of poor people. Since the sales are going down, in order to lift them they can sell at a comparatively lower price to boost their sales. For example, If Cadbury sells its Fruit and Nut for Rs 20 Amul can sell it for Rs 18. Place: Place in marketing is referred to the channels of distribution through which products flow from the manufacturer to the consumers. The channels of distribution mean intermediaries or middlemen who act as a link between the manufacturer and the consumers. Factors that need to be considered when choosing the place are the characteristics of the product, characteristics of the buyers, control and competitors channels. Since chocolate is an edible product, Amul should adopt an intensive distribution strategy where in they will manufacture products and make it available at various shopping malls, food joints, local stores, Chocolate parlours etc. Amul has a big brand name because of its dairy products. They can easily use it to increase the awareness of its chocolates using various distribution channels. Amul Chocolate Parlour Promotion: Promotion refers to exchange of information between an organisation and the consumer of its products. Consumers here include Customers, shareholders, employees, government and other parties related to the products like trade union and media. The aim of promotion is to inform the consumers, differentiate from other products and to persuade them to buy. There are many techniques of promotion like Advertising, Sales promotions, Direct Marketing Personal selling. Amul has been criticised for lack of promotion. Amul has a strong brand name because of its dairy product leadership. Amul must advertise its chocolates using media like newspaper, television and internet to inform the public about the quality the price of its product. Consumers have a short memory and its important for companies to remind them about the products. Amul has totally shifted its focus from chocolates towards milk and other milk products and have totally ignored chocolates. Using the mediums like Television and newspaper the company needs to remind the public that they are back with improved products at an affordable price. In order to survive in the competitive market where players like Cadbury Nestle enjoy the market share Amul has to be different. They need to give the customers a reason why they should buy their products. Amul has to use Sales Promotion effectively to announce their comeback. They can give price discounts, more for less offer free samples to increase their sales. Amul must also provide free chocolates to municipal schools where majority of children come from a low income family. Free gifts like pencils or Books can also attract their target market i.e. kids. Amul also has to focus on Business to Business customers. They can give special discounts or free samples to major retailers like Big Bazaar D-Mart to sell their products. Action Now that we have set the objectives marketing strategies, it becomes necessary to turn them in to action plans. Action includes 3 activities. Allocating tasks and responsibilities: Since our strategy is simple i.e. to innovate our product and promote heavily, we would allocate the task of product development to the manufacturing sector where they will check the products of successful competitors and manufacture chocolates in line with them. The manufacturing sector will be responsible for the quality of the product. The promotion of the product would be the responsibility of the marketing sector where they will advertise and provide special offers. The above Gantt chart shows the scheduling of activities of Amul Chocolates. $50 million would be the budget for product development and research related to production the activity will be carried from September 2010 to December 2010. The budget for Promotion would be $50 million (including Advertising Sales promotions). Here we have used the Objective and Task method technique of budgeting by estimating the cost of the production and sales activities. Control Control means taking corrective measures when anything doesnt go according to the plan. Amul must use the Sales Control method. They would be monitoring their sales every 3 months to check if they are meeting the set target. If anything goes wrong then they can take corrective measures. Advertising Sample as per the Marketing plan Value offered by Amul 1. Value for money: Amuls believes in giving value for money to its customers and it has always followed that principle. Its products are of high quality and available at affordable prices. Customer Driven: Amul as a dairy product manufacturer has always focused on customer satisfaction. Amul has consistently produced and supplied quality dairy products like milk, butter and cheese in India and other countries. Adapt quickly to the changing environment: Amul has always met the ever changing customer needs by being innovative in its dairy products. This is a major factor why they have been a market leader in dairy products for many years. Customer feedback: Amul has taken regular feedback from the customers worked upon the negative aspects to improve the quality and increase customer satisfaction.

Circulatory System Essay -- essays research papers

Circulatory System A simple definition for the circulatory system would be that it is the main transportation and cooling system for the body. Red Blood Cells have an important job in this system in that they carry all sorts of packages that are needed by all the cells in the body. Red blood cells carry oxygen and nutrients to the cells, which is needed in order for cells to survive. Besides red blood cells there are also White Blood Cells moving in the circulatory system. White Blood Cells can be considered as the paramedics, police and street cleaners of the circulatory system. Anytime we have a cold, a cut, or an infection the white blood cells go to work. From research I also came to find out that white blood cells also help cuts or wounds to heal quicker. Something I did not know was that puss which appears during an infection are actually white blood cells that are attacking the infection. The highway system of the Circulatory System consists off a lot of one-way streets. The main routes used by the circulatory system are the veins and arteries. Veins are used to carry blood to the heart. Arteries then carry blood away from the heart. Most of the time, blood in the veins is blood where most of the oxygen and nutrients have already been delivered to the cells. This blood is called deoxygenated and is very dark red. Most of the time blood in the arteries is loaded with oxygen and nutrients and the color is very bright red. There is one artery that carries deoxygenated blood and there are some veins that carry oxygenated blood. In order to get more research on this I had to look up some information on the heart and lungs. The heart is not hard to imagine in ones mind because it is simply a two sided, four chambered pump. The heart is mostly made of muscle and is very unique because it is the only muscle that does not become tired like other muscles. . Imagine what would happen if every 15 minutes or so ones heart becomes tired and decides to take a little break! If this were to happen it basically means that in a few moments ones circulatory system will shut down since the heart is the powerhouse of this system. Since it never rest, the heart muscle is always expanding and contracting, usually at between 60 and 100 beats per minute. Since the heart is divided into two sections this means that each section has a specific job. The right side of the heart ... ...ch it is then distributed to the rest of the body. The descending aorta goes behind the heart and down the center of the body. From the aorta, blood is sent off to many other arteries and arterioles (very small arteries) where it gives oxygen and nutrition to every cell in the body. At the end of the arterioles are, guess what, capillaries. The blood gives up its cargo as it passes through the capillaries and enters the venous system. The venous system carries the blood back to the heart. The blood flows from the capillaries, to venues (very small veins), to veins. The two largest veins in the body are the superior and inferior vena cavas. The superior vena cava carries the blood from the upper part of the body to the heart. The inferior vena cava carries the blood from the lower body to the heart. . Many people believe that the blood in the veins is blue but in actuality it is not. Venous blood is really dark red or maroon in color. Veins do have a bluish appearance and this may be why people think venous blood is blue. Both the superior and inferior vena cava ends in the right atrium. The superior vena cava enters from the top and the inferior vena cava enters from the bottom.

Frostbite Chapter 8

Eight Christian was kissing her, and wow, was it a kiss. He wasn't messing around. It was the kind of kiss that small children shouldn't be allowed to see. Hell, it was the kind of kiss no one should be allowed to see- let alone experience through a psychic link. As I've noted before, strong emotion from Lissa could make this phenomenon happen- the one where I got pulled inside her head. But always, always, it was because of some negative emotion. She'd get upset or angry or depressed, and that would reach out to me. But this time? She wasn't upset. She was happy. Very, very happy. Oh man. I needed to get out of here. They were up in the attic of the school's chapel or, as I liked to call it, their love nest. The place had been a regular hangout for them, back when each of them was feeling antisocial and wanted to escape. Eventually, they'd decided to be antisocial together, and one thing had led to another. Since they started publicly dating, I hadn't known they spent much time here anymore. Maybe they were back for old time's sake. And indeed, a celebration did seem to be going on. Little scented candles were set up around the dusty old place, candles that filled the air with the scent of lilacs. I would have been a little nervous about setting all those candles in a confined space filled with flammable boxes and books, but Christian probably figured he could control any accidental infernos. They finally broke that insanely long kiss and pulled back to look at each other. They lay on their sides on the floor. Several blankets had been spread under them. Christian's face was open and tender as he regarded Lissa, his pale blue eyes aglow with some inner emotion. It was different from the way Mason regarded me. There was certainly adoration with him, but Mason's was a lot like when you walk into a church and fall to your knees in awe and fear of something you worship but don't really understand. Christian clearly worshipped Lissa in his way, but there was a knowing glint to his eyes, a sense that the two of them shared an understanding of each other so perfect and powerful that they didn't even need words to convey it. â€Å"Don't you think we're going to go to hell for this?† asked Lissa. He reached out and touched her face, trailing his fingers along her cheek and neck and down to the top of her silky shirt. She breathed heavily at that touch, at the way it could be so gentle and small, yet evoke such a strong passion within her. â€Å"For this?† He played with the shirt's edge, letting his finger just barely brush inside of it. â€Å"No,† she laughed. â€Å"For this.† She gestured around the attic. â€Å"This is a church. We shouldn't be doing this kind of, um, thing up here.† â€Å"Not true,† he argued. Gently, he pushed her onto her back and leaned over her. â€Å"The church is downstairs. This is just storage. God won't mind.† â€Å"You don't believe in God,† she chastised. Her hands made their way down his chest. Her movements were as light and deliberate as his, yet they clearly triggered the same powerful response in him. He sighed happily as her hands slid under his shirt and up his stomach. â€Å"I'm humoring you.† â€Å"You'd say anything right now,† she accused. Her fingers caught the edge of his shirt and pushed it up. He shifted so she could push it all the way off him and then leaned back over her, bare-chested. â€Å"You're right,† he agreed. He carefully undid one button on her blouse. Just one. Then he again leaned down and gave her one of those hard, deep kisses. When he came up for air, he continued on as though nothing had happened. â€Å"Tell me what you need to hear, and I'll say it.† He unfastened another button. â€Å"There's nothing I need to hear,† she laughed. Another button popped free. â€Å"You can tell me whatever you want- it'd just be nice if it were true.† â€Å"The truth, huh? No one wants to hear the truth. The truth is never sexy. But you †¦Ã¢â‚¬  The last button came undone, and he spread her shirt away. â€Å"You are too goddamned sexy to be real.† His words held his trademark snarky tone, but his eyes conveyed a different message entirely. I was witnessing this scene through Lissa's eyes, but I could imagine what he saw. Her smooth, white skin. Slender waist and hips. A lacy white bra. Through her, I could feel that the lace was itchy, but she didn't care. Feelings both fond and hungry spread over his features. From within Lissa, I could feel her heart race and breathing quicken. Emotions similar to Christian's clouded all other coherent thoughts. Shifting down, he lay on top of her, pressing their bodies together. His mouth sought hers out again, and as their lips and tongues made contact, I knew I had to get out of there. Because I understood it now. I understood why Lissa had dressed up and why the love nest had been decked out like a Yankee Candles showroom. This was it. The moment. After a month of dating, they were going to have sex. Lissa, I knew, had done it before with a past boyfriend. I didn't know Christian's past, but I sincerely doubted many girls had fallen prey to his abrasive charm. But in feeling what Lissa felt, I could tell that none of that mattered. Not in that moment. In that moment, there were only the two of them and the way they felt about each other right now. And in a life filled with more worries than someone her age should have had, Lissa felt absolutely certain about what she was doing now. It was what she wanted. What she'd wanted for a very long time with him. And I had no right to be witnessing it. Who was I kidding? I didn't want to witness it. I took no pleasure in watching other people get it on, and I sure as hell didn't want to experience sex with Christian. It'd be like losing my virginity virtually. But Jesus Christ, Lissa wasn't making it easy to get out of her head. She had no desire to detach from her feelings and emotions, and the stronger they grew, the stronger they held me. Trying to distance myself from her, I focused my energies on coming back to myself, concentrating as hard as I could. More clothes disappeared †¦ Come on, come on, I told myself sternly. The condom came out†¦ yikes. You're your own person, Rose. Get back in your head. Their limbs intertwined, their bodies moving together †¦ Son of a- I ripped out of her and back to myself. Once again, I was back in my room, but I no longer had any interest in packing my backpack. My whole world was askew. I felt strange and violated- almost unsure if I was Rose or if I was Lissa. I also felt that resentment toward Christian again. I certainly didn't want to have sex with Lissa, but there was that same pang inside of me, that frustrated feeling that I was no longer the center of her world. Leaving the backpack untouched, I went right to bed, wrapping my arms around myself and curling into a ball to try to squelch the ache within my chest. I fell asleep pretty quickly and woke up early as a result. Usually, I had to be dragged out of bed to go meet Dimitri, but today I showed up early enough that I actually beat him to the gym. As I waited, I saw Mason cutting across to one of the buildings that held classrooms. â€Å"Whoa,† I called. â€Å"Since when are you up this early?† â€Å"Since I had to retake a math test,† he said, walking over to me. He gave me his mischievous smile. â€Å"Might be worth skipping, though, to hang out with you.† I laughed, remembering my conversation with Lissa. Yes, there were definitely worse things I could do than flirt and start something with Mason. â€Å"Nah. You might get in trouble, then I'd have no real challenge on the slopes.† He rolled his eyes, still smiling. â€Å"I'm the one with no real challenge, remember?† â€Å"You ready to bet on something yet? Or are you still too afraid?† â€Å"Watch it,† he warned, â€Å"or I might take back your Christmas present.† â€Å"You got me a present?† I hadn't expected that. â€Å"Yup. But if you keep back-talking, I might give it to someone else.† â€Å"Like Meredith?† I teased. â€Å"She isn't even in your league, and you know it.† â€Å"Even with a black eye?† I asked with a grimace. â€Å"Even with two black eyes.† The look he gave me just then wasn't teasing or even really suggestive. It was just nice. Nice, friendly, and interested. Like he really cared. After all the stress lately, I decided I liked being cared about. And with the neglect I was starting to feel from Lissa, I realized I also kind of liked having someone who wanted to pay so much attention to me. â€Å"What are you doing on Christmas?† I asked. He shrugged. â€Å"Nothing. My mom almost came down but had to cancel at the last minute †¦ you know, with everything that happened.† Mason's mother wasn't a guardian. She was a dhampir who'd chosen to just be domestic and have kids. As a result, I knew he saw her quite a bit. It was ironic, I thought, that my mom actually was here, but for all intents and purposes, she might as well have been somewhere else. â€Å"Come hang with me,† I said on impulse. â€Å"I'll be with Lissa and Christian and his aunt. It'll be fun.† â€Å"Really?† â€Å"Very fun.† â€Å"That's not what I was asking about.† I grinned. â€Å"I know. Just be there, okay?† He swept me one of the gallant bows he liked to make. â€Å"Absolutely.† Mason wandered off just as Dimitri showed up for our practice. Talking to Mason had made me feel giddy and happy; I hadn't thought about my face at all with him. But with Dimitri, I suddenly became self-conscious. I didn't want to be anything less than perfect with him, and as we walked inside, I went out of my way to avert my face so he couldn't look at me full-on. Worrying about that brought my mood down, and as it plummeted, all the other things that had been upsetting me came tumbling back. We returned to the training room with the dummies, and he told me he simply wanted me to practice the maneuvers from two days ago. Happy he wasn't going to bring up the fight, I set to my task with a burning zeal, showing the dummies just what would happen if they messed with Rose Hathaway. I knew my fighting fury was fired up by more than just a simple desire to do well. My feelings were out of control this morning, raw and intense after both the fight with my mother and what I'd witnessed with Lissa and Christian last night. Dimitri sat back and watched me, occasionally critiquing my technique and offering suggestions for new tactics. â€Å"Your hair's in the way,† he said at one point. â€Å"Not only are you blocking your peripheral vision, you're running the risk of letting your enemy get a handhold.† â€Å"If I'm actually in a fight, I'll wear it up.† I grunted as I shoved the stake neatly up between the dummy's â€Å"ribs.† I didn't know what these artificial bones were made of, but they were a bitch to work around. I thought about my mom again and added a little extra force to the jab. â€Å"I'm just wearing it down today, that's all.† â€Å"Rose,† he said warningly. Ignoring him, I plunged again. His voice came more sharply the next time he spoke. â€Å"Rose. Stop.† I backed away from the dummy, surprised to find my breathing labored. I hadn't realized I was working that hard. My back hit the wall. With nowhere to go, I looked away from him, directing my eyes toward the ground. â€Å"Look at me,† he ordered. â€Å"Dimitri- â€Å" â€Å"Look at me.† No matter our close history, he was still my instructor. I couldn't refuse a direct order. Slowly, reluctantly, I turned toward him, still tilting my head slightly down so the hair hung over the sides of my face. Rising from his chair, he walked over and stood before me. I avoided his eyes but saw his hand move forward to brush back my hair. Then it stopped. As did my breathing. Our short-lived attraction had been filled with questions and reservations, but one thing I'd known for sure: Dimitri had loved my hair. Maybe he still loved it. It was great hair, I'll admit. Long and silky and dark. He used to find excuses to touch it, and he'd counseled me against cutting it as so many female guardians did. His hand hovered there, and the world stood still as I waited to see what he would do. After what seemed like an eternity, he let his hand gradually fall back to his side. Burning disappointment washed over me, yet at the same time, I'd learned something. He'd hesitated. He'd been afraid to touch me, which maybe- just maybe- meant he still wanted to. He'd had to hold himself back. I slowly tipped my head back so that we made eye contact. Most of my hair fell back from my face- but not all. His hand trembled again, and I hoped again he'd reach forward. The hand steadied. My excitement dimmed. â€Å"Does it hurt?† he asked. The scent of that aftershave, mingled with his sweat, washed over me. God, I wished he had touched me. â€Å"No,† I lied. â€Å"It doesn't look so bad,† he told me. â€Å"It'll heal.† â€Å"I hate her,† I said, astonished at just how much venom those three words held. Even while suddenly turned on and wanting Dimitri, I still couldn't drop the grudge I held against my mother. â€Å"No, you don't,† he said gently. â€Å"I do.† â€Å"You don't have time to hate anyone,† he advised, his voice still kind. â€Å"Not in our profession. You should make peace with her.† Lissa had said exactly the same thing. Outrage joined my other emotions. That darkness within me started to unfurl. â€Å"Make peace with her? After she gave me a black eye on purpose! Why am I the only one who sees how crazy that is?† â€Å"She absolutely did not do it on purpose,† he said, voice hard. â€Å"No matter how much you resent her, you have to believe that. She wouldn't do that, and anyway, I saw her later that day. She was worried about you.† â€Å"Probably more worried someone will bring her up on child abuse charges,† I grumbled. â€Å"Don't you think this is the time of year for forgiveness?† I sighed loudly. â€Å"This isn't a Christmas special! This is my life. In the real world, miracles and goodness just don't happen.† He was still eyeing my calmly. â€Å"In the real world, you can make your own miracles.† My frustration suddenly hit a breaking point, and I gave up trying to maintain my control. I was so tired of being told reasonable, practical things whenever something went wrong in my life. Somewhere in me, I knew Dimitri only wanted to help, but I just wasn't up for the well-meant words. I wanted comfort for my problems. I didn't want to think about what would make me a better person. I wished he'd just hold me and tell me not to worry. â€Å"Okay, can you just stop this for once?† I demanded, hands on my hips. â€Å"Stop what?† â€Å"The whole profound Zen crap thing. You don't talk to me like a real person. Everything you say is just some wise, life-lesson nonsense. You really do sound like a Christmas special.† I knew it wasn't entirely fair to take my anger out on him, but I found myself practically shouting. â€Å"I swear, sometimes it's just like you want to hear yourself talk! And I know you're not always this way. You were perfectly normal when you talked to Tasha. But with me? You're just going through the motions. You don't care about me. You're just stuck in your stupid mentor role.† He stared at me, uncharacteristically surprised. â€Å"I don't care about you?† â€Å"No.† I was being petty- very, very petty. And I knew the truth- that he did care and was more than just a mentor. I couldn't help myself, though. It just kept coming and coming. I jabbed his chest with my finger. â€Å"I'm another student to you. You just go on and on with your stupid life lessons so that- â€Å" The hand I'd hoped would touch my hair suddenly reached out and grabbed my pointing hand. He pinned it to the wall, and I was surprised to see a flare of emotion in his eyes. It wasn't exactly anger†¦but it was frustration of another kind. â€Å"Don't tell me what I'm feeling,† he growled. I saw then that half of what I'd said was true. He was almost always calm, always in control- even when fighting. But he'd also told me how he'd once snapped and beaten up his Moroi father. He'd actually been like me once- always on the verge of acting without thinking, doing things he knew he shouldn't. â€Å"That's it, isn't it?† I asked. â€Å"What?† â€Å"You're always fighting for control. You're the same as me.† â€Å"No,† he said, still obviously worked up. â€Å"I've learned my control.† Something about this new realization emboldened me. â€Å"No,† I informed him. â€Å"You haven't. You put on a good face, and most of the time you do stay in control. But sometimes you can't. And sometimes †¦Ã¢â‚¬  I leaned forward, lowering my voice. â€Å"Sometimes you don't want to.† â€Å"Rose†¦Ã¢â‚¬  I could see his labored breathing and knew his heart was beating as quickly as mine. And he wasn't pulling away. I knew this was wrong- knew all the logical reasons for us staying apart. But right then, I didn't care. I didn't want to control myself. I didn't want to be good. Before he realized what was happening, I kissed him. Our lips met, and when I felt him kiss me back, I knew I was right. He pressed himself closer, trapping me between him and the wall. He kept holding my hand, but his other one snaked behind my head, sliding into my hair. The kiss was filled with so much intensity; it held anger, passion, release†¦. He was the one who broke it. He jerked away from me and took several steps back, looking shaken. â€Å"Do not do that again,† he said stiffly. â€Å"Don't kiss me back then,† I retorted. He stared at me for what seemed like forever. â€Å"I don't give ‘Zen lessons' to hear myself talk. I don't give them because you're another student. I'm doing this to teach you control.† â€Å"You're doing a great job,† I said bitterly. He closed his eyes for half a second, exhaled, and muttered something in Russian. Without another glance at me, he turned and left the room.

Significance of Gender in Romeo and Juliet

In Shakespeare’s Romeo and Juliet, the Montagues and the Capulets have very different relationships with their children. A major reason for this, as well as much of the conflict in the tale, comes from the gender roles that Romeo and Juliet are expected to play into. Adding to that conflict is the fact that both Romeo and Juliet push the boundaries of these roles and struggle to fit into them. Romeo plays the over emotional lover, while Juliet is clever and dominant. Throughout the play we can see that both Romeo and Juliet have to struggle with the people around them because they are not acting within their respective gender roles. One of the first moments in the play where Romeo’s non-normative attitude towards love is addressed directly is when Mercutio, in Act 2 Scene 4, reflects on Romeo and Rosaline. â€Å"Why, is not this better now than groaning for love? / now art thou sociable, now art thou Romeo; now art / thou what thou art, by art as well as by nature† (2. 4. 20). Mercutio is excited to have his friend ‘back’. In the the last two lines of this quote, Mercutio implies that not worrying over love is normal. That, in hanging with the boys and not following his wild emotions, Romeo is being what Romeo ought to be,â€Å"art as well as by nature†. The implication here is that the way he was reacting before to Rosaline is not natural. This lovelorn that overpowers all else Romeo feels comes back much harder with Juliet. Mercutio’s comment about Rosaline infers the abnormality of Romeo. This seed that is planted in the mind of the audience can then take root and be even more noticeable without Mercutio commenting on it directly with Juliet. In the first scene of Act 3, Romeo struggles with his masculinity versus his love. When he chooses not to fight Tybalt with Juliet in mind, Romeo open questions his own masculinity. He is after all, a part of this society and surely recognizes, to a certain extent, the unusualness of his feelings. â€Å"†¦O sweet Juliet, / Thy beauty hath made me effeminate / And in my temper soften'd valour's steel! † (3. 1. 7) To Romeo, it is as if Juliet’s beauty has him bewitched. He doesn’t put the blame on himself or even her, but her beauty. He is giving life to it, admitting that it subdues him. By attributing Juliet’s beauty with such a powerful presence, Romeo is only underlining his romantic nature. Several other characters make note of Romeo’s feminine/emotional nature. The Nurse and The Friar are two of the more observant characters in the play. In Act 3, Scene 3, when talking of Romeo, The Nurse says, â€Å"Stand up, stand up; stand, and you be a man: / For Juliet's sake, for her sake, rise and stand† (3. 3. 3). She is saying that Romeo needs to be less emotional, that it is taking away from his manhood. Later on in the same scene, the Friar tells Romeo to stop crying, that it makes him look like a girl. â€Å"Hold thy desperate hand: / Art thou a man? thy form cries out thou art: / Thy tears are womanish†¦Ã¢â‚¬  (3. 3. 4). Throughout the whole play, Romeo is picked on for his emotional way of life. His unusually demeanor could also be his fatal flaw. Early on in the play, when Romeo and his friends sneak into the Capulet party, Capulet speaks highly of Romeo, and tells Tybalt not to cause trouble. There is a kindness in his tone that cannot help to make one think that perhaps if Romeo approached Capulet and asked to marry Juliet, th at Capulet might have said yes. But he doesn’t do this, and there is no way of really knowing what Capulet would have said. Romeo’s struggle with people not accepting how he doesn’t really fit the mold is not as definitively consequential as Juliet’s. No one is telling Romeo what to do, Lady Montague doesn’t want him to be involved in fighting, but no one is trying to determine the rest of his life for him. Juliet’s struggle isn’t a social conflict. She isn’t being made fun of by her friends, or criticized casually by the people around her. She is being controlled and pushed towards life commitments that she wants no part of. Romeo has a lot at stake, emotionally, but the rest of Juliet’s life is at stake. In one of her first moments with her mother, this conflict is explicitly shown, â€Å"LADY CAPULET: Marry, that ‘marry' is the very theme /I came to talk of. Tell me, daughter Juliet, / How stands your disposition to be married? JULIET: It is an honour that I dream not of. † (1. 3. 4) Lady Capulet reflects the societal expectations. And although Juliet’s line has no huge impact on Lady Capulet, it does foreshadow her relationship with the world. And inevitably, one side will have to give in. There is a distinct change we see in how Juliet’s father treats her during the play. In Act 1, Scene 2, when Paris asks for Juliet’s hand in marriage, Capulet says that in the end the decision is hers to make, â€Å"â€Å"But woo her, gentle Paris, get her heart, / My will to her consent is but a part; / An she agree, within her scope of choice / Lies my consent and fair according voice. † (1. 2. 2) He is telling Paris that he has his blessing, but he must woo Juliet because her consent is important to him. This gives the impression that Capulet is a kind, non-restrictive, even liberal parent. But later on in the play, when Juliet refuses to marry Paris, Capulet really loses his temper at her, â€Å"How now, how now, chop-logic! What is this? / ‘Proud,' and ‘I thank you,' and ‘I thank you not;' / And yet ‘not proud,' mistress minion, you, / Thank me no thankings, nor, proud me no prouds, / But fettle your fine joints ‘gainst Thursday next, / To go with Paris to Saint Peter's Church, / Or I will drag thee on a hurdle thither. / Out, you green-sickness carrion! out, you baggage! / You tallow-face! † (3. 5. 3) What happened to his earlier attitude? One could argue that Capulet is, in fact, not a very thoughtful liberal father, but sees himself as one because his daughter, Juliet, is for the most part a good kid. And she has never really disobeyed him before. This sign of independence and disrespect is too much for him and his true controlling nature is revealed. The parts of Juliet’s home life that seem supportive and loving only remain as such while she is doing what others want her to do. As soon as she makes a decision for herself, all of that support is taken away. Capulet commands her to marry Paris or be kicked out of his house. If Juliet was a boy, or if she wasn’t pushed into the role of the girl than these problems would not come up. Romeo and Juliet defy their families. They put aside the quarrel that takes up so much energy and violence. Romeo ignores his friends in chasing after Juliet, and Juliet battles with her parents. Their marriage is a rebellion against both Houses. Both characters do not fit into the gender roles that other characters expect of them. It is this shared defiance that holds them together, but also that ruins them. If neither one had expectations put on them, then Juliet wouldn’t have had to marry Paris. But the shared deviance and secretive nature to their relationship is a large part of what gave them such passion. Shakespeare is examining the roles men and women are asked to play in society, asking us to think about the consequences.

Car Safety Physics Essays

Car Safety Physics Essays Car Safety Physics Essay Car Safety Physics Essay Essay Topic: Whiplash Problem to be solved Keep the occupants safe One of the main objectives of trying to keep the occupants safe is to keep them all inside the vehicle at all times. The vehicle must not have open spaces that an occupant can fall out of in case of an accident. If gaps in the vehicle are unavoidable or inevitable then a safety-belt or inertial-belt would be required to keep the occupants in place inside the vehicle. Try to make the occupants change velocity in the same way as the car does An inertial-belt is used to keep the occupant moving at the same velocity as the car at all times therefore preventing them from moving with their own inertia and sharing it with the car. Cushion the surfaces of the passenger compartment Airbags are used to cushion blows or impacts with the car for occupants in case of accidents. There are also no or barely any sharp edges inside a car that can harm occupants in the event of an accident. Keep the passenger compartment rigid, so that it does not fold in on the occupants Roll-bars and other body reinforcement techniques are used to prevent the car from crushing the occupants and to reduce the damage done to the car. Increase the time for the impulse to take place Most make use of the crumple-zone safety feature of cars to help reduce the time for impulse to take place on the car’s occupants and therefore reducing injury. Try to keep the car from rolling over Tyres are used to prevent body roll just as much as they are used to initially prevent accidents from occurring so in essence they play an important role in the prevention of harm in case of an accident. Head restraints It isn’t common to find a safety feature which keeps your head restrained at all times however in case of accidents, airbags are used to help reduce whiplash and a collapsible steering column are used to prevent the driver or occupants from getting harmed by the steering wheel. Ensure that the braking system is effective (ABS and Disc brakes) There are some clever braking systems that are designed to help increase the effectiveness of braking. ABS for example is a braking system which makes the car’s brakes release at intervals to prevent them from locking up completely which will cause the car to lose traction and therefore take longer to eventually come to a resting position.

The Temper Tantrums Children And Young People Essay Essay Example

The Temper Tantrums Children And Young People Essay Essay Example The Temper Tantrums Children And Young People Essay Essay The Temper Tantrums Children And Young People Essay Essay Mothering is the interaction manner of female parent with her kids. A female parent should be patient and good hearer. She should maintain herself cool in negative fortunes. She should her kid at every measure. She should be responsible for demands and properties of her kid. She should take involvement in the activities of her kid. It will convey positive alterations in her kid ( Freud, 1946 ) . Fathering is a large duty. Father is a function theoretical account for his kid. Child observes the behaviour of his male parent and imitates it. He has to take the duty of his kid s every demand like nutrient, shelter, vesture and instruction. He should affection and love towards his kid. Small words of grasp and encouragement can develop the assurance of kid ( Runkel, 2008 ) . 1. Temper fits Temper fits are really ambitious. If a yearling is going fit so seek to deviate his attending. Try to prosecute him in another activity and give him picks. A day-to-day everyday agenda can be established with regular feeding, sleeping and drama times. It will ensue a happy and developed behaviour. 2. Potty preparation Children might oppose enamored preparation. But female parent should non implement him enamored sitting but she should maintain herself unagitated. Sleep affects enamored preparation session. Mother should take attention about his slumber. She should put their timing by bound nutrient and imbibe 2 hours before bed.She should promote for a enamored trip before slumber. Bullying is violent behavior that can be verbal or physical. Boys show strong-arming behavior largely by physical actions like forcing, kicking or hitting. While girls engage in verbal intimidation. Parents can assist their striplings cover with the common issue of strong-arming by following these guidelines: Parent should understand the state of affairs and earnestness of intimidation. Parents must acknowledge initial behaviour that led to strong-arming. Parents should utilize suited schemes harmonizing to the nature of kid. Parent should educate their kid about strong-arming that is non accepted behaviour and they must avoid it. Parent should learn their kids to get by emphasis. Physical exercising, disbursement clip in playing or disbursement clip in the company of nature can get by emphasis ( Campbell, 2005 ) . In limited caretaking parents are primary caretaker and expansive parents have limited connexion with their expansive kids. Grandparents can non affect in the instruction of their grandchildren. They can non look into their school records. But in nonvoluntary caretaking expansive parenting, expansive parents are primary attention taker. They have full-time detention over them and responsible for their every affair. Grandparents have positive impacts on the life of grandparents. They change their life manner and built up positive character of their grandchildren. Grandchildren become cognizant of covering with different fortunes of life without parents. They behave as responsible individual and go more disciplined. They did non experience entirely but being loved and experience satisfied. Grandparents told them past narratives and about their traditions and cultural values and they become cognizant of cultural values. Due to positive attitude towards life, they take involvement in surveies and demo good public presentation in surveies. Due to these positive impacts of grandparents on the life of grandchildren, parent should include them to act upon their kid s life. National Extension Parent Education Model provides research based information about parenting. It improves rearing accomplishments. It assists parents to care themselves foremost. By caring themselves, their stress degree will diminish which will diminish spread between parent. And close relationship brings assurance in kid. It enables the parents to understand the behaviour of their kids by observation. Parents understand the demands of their kids by their behavioural cues. It enables the parents to steer and train their kids efficaciously. Consistency in counsel drama important function in the development of kid. It makes the parents to foster their kid which brings positive results and increase their degree of competency. It patterns the parents to actuate their kids which provides chances to pupils to larn more and more. And they develop intellectually and go antiphonal. Poverty refers to economic adversities and run intoing the basic demands of life. It impacts both parents and kids. It resists parents to go good parents. It increases the stress degree of parents which result into bad attitude towards kids. It may take to child maltreatment. It effects physical wellness of kids due to deficient money. When they do non run into their basic demands, they effects psychologically and demo mental and behavioural jobs. It lowers down the educational results of kids. Education of kid is combined duty of parents and kids. Parents can back up their kids in the schoolroom in many ways. They meet the instructors face-to-face on regular footing to about the advancement of their kid. They should seek their degree best to go to school s field trips and concerts. It send a message that they take attention about the instruction of their kid. There are following two outside resources to back up your household: Parents should move as instructor. They should steer their household members. It is their duty to supply medical services to their household. Divorce is a drab determination. It breaks down a household bond and effects the kids both psychologically and emotionally. Parental loss is major consequence. Child feels alienated and become victim of anxiousness and depression. He has to confront many jobs in school. He is teased by his equal group. Furthermore, he has to confront fiscal jobs sometimes. Parents can meet move the negativeness and back up their kids in following manner: societal support by parents can assist them to follow positive attitude towards life. Parents have to do their kids to confront multiple state of affairss in school and how to get by with them. Take a calendar and put your clip agenda for whole twenty-four hours forenoon to dark. Avoid wastage of clip from forenoon to eventide. Then follow your clip tabular array. It will heighten the lives of their kids. Parents should themselves in kid s school maps like field trips and concert. As, it send a message that they take attention about their kids. Overweight see organic structure weight with regard to personify composing or tallness. Overweight kids have opportunities of sever fleshiness in maturity. Overweight leads to serious physiological wellness jobs. It affects mental development of kids and do psychological jobs like anxiousness. It involves high hazard of asthma, cardiovascular diseases like high blood force per unit area and high cholesterin. It leads to musculoskeletal and fatty liver upset. It causes orthopaedic jobs and agitation during slumber. Fat accretion resists insulin production and cause diabetes. Parents can assist their kids in following ways: They should do their kids to follow healthy life manner by altering their eating wonts. They should develop their modus operandi with maximal physical activities to fire their Calories. It may include athleticss or merely playing. They should allow them avoid saccharides and debris nutrient. They should allow them eat fresh fruits and vegetable alternatively of jammed juices. Physical disable kids are really sensitive. It is great undertaking for parent to manage them positively. Parents can assist their kid in different Fieldss of life in many ways. Parents should follow positive attitude towards their kids. They should take them as load. It will increase their hurting and agonies. They should seek to understand their jobs and assist them in happening solution of these jobs. Like other kids, pick devising is a great and hard undertaking for them. Parents should steer and assist them in this concern. They should allow them emotional support in schoolroom activities. They should promote them. It will convey assurance and positive acquisition results. They should learn the equal group their disable kid to offer their assist their aid respectfully and may non damage their self-respect socially. They should measure their kids to seek originative ways to affect physical disable kid to different drama activities. For illustration, it is easy for disable kid to play with blocks on a tabular array with his equal group, sitting on his wheel chair. Adopted parents may confront many frights and natural insecurities after following a kid. Adopted kid besides feels disaffection and anxiousness due to loss of their biological parents. Some kids feel wonder about their familial history, which will make confusion and misgiving towards their parents. It will take down their degree of self-esteem. Adopted parents can assist them in their grudges for their separation from their biological parents. They should state him about his familial history and assist him to happen their individuality. It will develop trust on adoptive parents and set up good relationship and raise their degree of self-pride. Some of this information has been taken from Caught in the center: Protecting the kids of high-conflict divorce. Because it manages the detention instance of contested kid and evaluate parent kid relationship and parenting accomplishments efficaciously. There is assortment of child attention plan due to different school of idea. There are many positive effects of s quality child care plan. High quality child care plans in childhood lead to academic success in following life. While hapless parent s kid can non vie them in academic public presentation. By effectual schemes, kids show positive behavioural alteration. It besides leads to intellectual development a kid. You can convert parents that your plan is ideal childcare plan by informing them about your high aim for rational and behavioural development of a kid, effectual programs to accomplish your aims, and its positive effects. Parents frequently wish that a rearing manual came with their kids. A it suggests that they are member of their kid s schoolroom. An appropriate parenting theoretical account which is suited for every societal category, race and cultural group convey to parents that your schoolroom is tolerant, supportive and promoting to all households.

The Best AP Psychology Notes to Study With

The Best AP Psychology Notes to Study With SAT / ACT Prep Online Guides and Tips Note-taking can get disorganized even for the most conscientious among us. It's hard to sort through a whole year's worth of material, especially in an AP class that covers a wide range of topics and theories. This article is intended to serve as a one-stop-shop for comprehensive notes on all the topics covered in AP Psychology. Whether you lost your class notes on cognition or just want an easier way to see everything in one place, the links in this article will help make your study process more focused and less stressful! How to Use These AP Psychology Notes You can use these notes as study aids for in-class tests or to review for the final exam. Supplement them with resources you’ve gotten from your teacher in class and other notes you’ve taken throughout the year. If you know that there’s an especially great explanation of a certain concept in your textbook, use that to help you review as well. You might also consider buying a review book if you're looking for more guidance in planning out your studying (see my article on the best AP Psychology books). If you're studying for the AP test as a whole, take a diagnostic practice test before diving into these notes. That way you can see where you're making the most mistakes and focus your studying on the appropriate areas. Taking practice tests at regular intervals throughout the study process will give you a better idea of whether or not you’re absorbing the material. Real-time practice tests will also help you get used to managing your time effectively so that you’re prepared for the way the final exam is structured. You’ll be answering 100 multiple-choice questions in 70 minutes, so appropriate pacing is critical! In the next section, I’ll go through a list of all the topics that are covered in AP Psychology and provide links to online notes for all of them. Don't forget to time your practice tests! And if you use a weird old-timey stopwatch like this one, make sure you know how to divide by five. AP Psychology Notes These are the most easy-to-follow online notes I could find for the material covered in AP Psychology. For each topic area, I’ve included the percentage of final exam questions that pertain to the subject and two links, one to regular notes and one to a PowerPoint presentation that shows the information in a slightly different form. The WikiNotes links are more detailed, so you should go over them first. The PowerPoint notes provide more of a brief overview of concepts and can serve as a quick review tool. It’s likely that your course will be structured roughly in the same order as the topics presented here, so it should be easy to find the information you need to study for in-class tests throughout the year. History and Approaches (2-4% of exam) WikiNotes PowerPoint General Topic Outline Notes with Video Resources Research Methods (8-10% of exam) WikiNotes PowerPoint General Topic Outline Notes with Video Resources Biological Bases of Behavior (8-10% of exam) Wikinotes Neural Processing and the Endocrine System The Brain Genetics, Evolutionary Psychology, and Behavior PowerPoint General Topic Outline Notes with Video Resources Sensation and Perception (6-8% of exam) Wikinotes PowerPoint General Topic Outline Notes with Video Resources States of Consciousness (2-4% of exam) Wikinotes PowerPoint General Topic Outline Notes with Video Resources Learning (7-9% of exam) Wikinotes PowerPoint General Topic Outline Notes with Video Resources Cognition (8-10% of exam) Wikinotes Memory Thinking, Problem Solving, Creativity, and Language PowerPoint General Topic Outline Notes with Video Resources (Part 2) Motivation and Emotion (6-8% of exam) Wikinotes Motivation Emotions, Stress, and Health PowerPoint General Topic Outline Notes with Video Resources Developmental Psychology (7-9% of exam) Wikinotes PowerPoint General Topic Outline Notes with Video Resources Personality (5-7% of exam) Wikinotes PowerPoint General Topic Outline Notes with Video Resources Testing and Individual Differences (5-7% of exam) Wikinotes PowerPoint General Topic Outline Abnormal Psychology (7-9% of exam) Wikinotes PowerPoint (Part 1 and Part 2) General Topic Outline Notes with Video Resources Treatment of Psychological Disorders (5-7% of exam) Wikinotes PowerPoint General Topic Outline Notes with Video Resources (Part 2) Social Psychology (8-10% of exam) Wikinotes PowerPoint General Topic Outline Notes with Video Resources Overall Review Sheets Full Test Review List of Terms and People to Remember Interactive Glossary Additional Unit PowerPoints Printing out the notes instead of reading them on your computer is also an option. If you think you'll need to highlight important points, it's probably a good idea! AP Psychology Study Strategies Learning all of this information might be tough if you don't have a game plan. Here are some tips for getting the most out of your time. Tip #1: Flashcards Are Your Friends To succeed in AP Psychology, you must have excellent recall of a large library of terms. Some of these are constants of human behavior that you didn’t know had official names, and others are more obscure terms for the biological components of psychological responses. It’s critical to be fluent in the terminology surrounding every concept if you want to end up with a high score. You should also know the names of prominent psychologists and understand their contributions to the field. Quizzing yourself with flashcards is the best way to ensure that you’re prepared. I’d recommend Quizlet as a starting point (after you read through the notes and refresh your memory) because it offers many sets of online flashcards that you can use for practice. Of course, you can always write out your own physical flashcards if you prefer to do things the old fashioned way! This may be more effective because writing down definitions helps to reinforce your memory. Tip #2: Relate Psych Concepts to Everyday Life The concepts in this course will show up in your daily life when you make decisions, interact socially, get stressed about schoolwork (very meta!), or really do anything. As you read the notes, try to think of personal examples that relate to what you’re learning. Besides helping you memorize the material, this can give you some interesting insight into why you’ve made certain decisions in your life (or why other people you know may have made certain decisions). Even outside of your active study time, if you notice a particular behavior, try to relate it to something you’ve learned. You probably won’t forget a term or concept if you anchor it to a real experience. Tip #3: Give Yourself Regular Checkups Don’t go over a section of notes once, quiz yourself, and then decide that you’re done with it forever. Every few topic areas, circle back and do a holistic review of everything you’ve learned so far. Make a point of constantly refreshing your memory so that nothing gets lost in the shuffle. You can use the complete review sheets I’ve linked at the end of the notes section as resources for these review sessions. With an aggressive treatment plan, you can hope to recover from your ignorance. Conclusion: Getting the Most Out of AP Psych Notes These notes and strategies should help you get started on your AP Psychology review. You can even use the notes on a unit-by-unit basis if you're just studying for a short quiz or test. Just remember to take practice tests to keep yourself on track, and continue consulting any resources you've accumulated throughout the year in class. I'd recommend that you also take advantage of the information in my other AP Psychology posts (links are in the first section of this article) to get more advice on how to structure your studying and ensure a high score on the final exam! What's Next? Are you concerned about the AP Psychology test? Read this article to decide whether it will be especially challenging for you. What is Stockholm Syndrome, and how is it viewed in psychology circles? Learn more about this condition and its debated legitimacy in this article. It's not easy to decide which AP classes to take in high school. Depending on how many options you have, you could structure your schedule in vastly different ways. Check out this guide to learn how many AP classes you should take in high school based on your goals and circumstances. If you want to avoid overwhelming yourself with a ridiculous schedule, it's also a good idea to be aware of which AP classes test the most challenging material. Read our article on the hardest AP classes here. Want to improve your SAT score by 160 points or your ACT score by 4 points? We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

The Evolution of a Firm Essay Example | Topics and Well Written Essays - 1500 words

The Evolution of a Firm - Essay Example The evolution of GE starts with the greatest inventor every produced by America, i.e., Thomas Edison who is widely known for having created the light bulb that can be credited for America becoming a country which operates round the clock. In 1876, Edison started work in his lab in New Jersey and after his patents and inventions had given him enough capital, he was able to start a company called the Edison General Electric Company. While Edison had some competition from rival firms, a merger which was arbitrated by none other than J.P. Morgan led to the creation of the General Electric Company which was then headquartered in Schenectady in New York (Welch, 2005). This phase in the evolution of a firm can be understood as a phase of growth since the time of family-owned companies was on its way out due to the tremendous need for capital to obtain the real economies of scale required for big business (Griffiths & Wall, 2004). By 1986, GE became one of the 12 companies that were used by the DJIA (Dow Jones Industrial Average) to measure the stock index and after more than 112 years, it is the only company which remains on that index while all others have been replaced, acquired by other companies or simply been driven out of business. The historic value of the company can also be marked by the fact that its original headquarters has been noted as a historic place by the American government. GE did not stop at making light bulbs and continued to diversify its business interests through investments in Radio and modern electronics which were considered upcoming technologies at the time. After the world wars, GE found that it was heavily invested in defense since it had been used to help in producing aircraft and other equipment required by America (Welch, 2005). However, this also placed the company amongst the leaders of American business.

History Questions Essay Example | Topics and Well Written Essays - 750 words - 2

History Questions - Essay Example Cuneiform writing was practiced as an art. Ancient Greece was characterized by islands, Peloponnesus, and mainland. It was surrounded by Mediterranean Sea and had few rivers, rocky soil and a mountainous land with the lack of subsistence farming and no irrigation scheme. My analysis demonstrated that Ancient Greece had no central political system hence lacked unity and was characterized by policies of humanistic and secular. Ancient Greece only took part in art and trade as the primary social activities and this system led to no significant economic achievement characterized by less population and high poverty. The two societies that showed long stability history and imperial dynastic rule are Ancient Egypt and Ancient China. Ancient Egypt had a precious natural resource surrounded with regular controlled flooding surrounded by political borders and a governed centralized system that facilitated political stability and a high population with less foreign interference. Its culture was uniform with a religious perspective and a point of direction in their way of life that unified the whole community. Ancient China was characterized by mountains, deserts, and rivers. The community in Ancient China practiced comprehensive agriculture that led to unification and communal working. The practice of religion adjudicated Unity in Ancient China and emphasize on respect to elders. They also mined bronze and took part in the art as a culture. The axial age is a time between 900-200 BCE when people began laying spiritual foundations that guide the common religions today. Urban civilization under priestly ruling brought communities together and encouraged trade activities. The Urban way of life started to expand leading to social, political and economic conflicts that disrupted order leading to questioning of conventional beliefs. Interaction between different communities exposed individuals to realities like

Marketing Strategies for a Newly Opened Delicatessen Essay

Marketing Strategies for a Newly Opened Delicatessen - Essay Example Among them the following marketing strategies have received the attention of many analysts and researchers (Rosenbaum, 1998). Initially market dominance strategies acquired much greater recognition. These strategies are based on the understanding that any marketing strategy must have as its core objective the domination of the market. In other words the firm seeks either to lead, challenge, simply follow or develop a niche market (Treacy & Wiersema, 1997). According to market dominance strategies the typical behavior of the market dominating firm is to set prices (price leadership) or set a quantity (market leadership). Challengers do not have the same amount of market share or power. But nevertheless they are in a better position to challenge the market leader. Challengers usually have one or few advantages associated with such areas as technology, Research & Development (R&D) and so on (Cooper, 2001). On the other hand firms which do not have anything of the above capabilities would follow the market leader especially in price. Finally the firm which seeks to develop a niche market will do so without con centrating its resources much on wider strategic marketing initiatives. For a newcomer what matters first and foremost are the resource capabilities and an appropriate product placement strategy. For example The word â€Å"delicatessen† is a loanword in the English language borrowed from German. In German language it means delicacy or delicacies. However in English it has undergone a phenomenal shift in nuances. However this paper would take its secondary meaning which refers to a shop or a market where delicacies such as foie gras, caviar, truffle mushrooms, charcuterie, red wine, gourmet chocolate and so on are sold and eaten ( www.cba.ufl.edu) . An entrepreneur of a delicatessen has no much choice except to target a particular segment of consumers in the market. Even the choice of location is limited by the fact that many downtowners happen to visit

Discuss the importance of the rule nemo dat quod non habet in s.21 of Assignment

Discuss the importance of the rule nemo dat quod non habet in s.21 of the Sale of Goods Act 1979. Use examples to support your arguments - Assignment Example Commonly refered to as nemo dat, this concept stems from vision of a series of transactions whereby a current owner of property is required to be able to trace back ownership to reflect a chain of legitimate transfers. Further, the chain of transfers should originate from legitimate original possession. With examples, this paper will discuss the importance of nemo dat as well as applicable exceptions as per the provisions of the Sale of Goods Act 1979. Nemo dat is mainly concerned with the issue of which of the two parties, the legitimate owner and the innocent buyer, must pay the price of the fraud of a third party (Yap 2008, p. 254). It is a familiar occurrence that legitimate owners of goods are swindled into parting with the goods and, similarly, innocent buyers deceived into buying the goods from a third party. Therefore, the fundamental importance of the nemo dat rule is protecting the true and legitimate owners of property. Then, it also protects property by stipulating that no one can give a title that is better than he himself has (MacLeod 2012, p. 27). The usual scenario of the sale of property is that it is carried out between a willing buyer and either the legitimate owner or their duly authorized representatives. However, situations also occur in which the seller is selling property that does not rightfully belong to him or he does not possess the required right to sell. At that point, the significance of nemo dat is that it will form the basis on which the law will decide whether to favor the original owner or the bona fide buyer (Elliott 2004, p. 382). The rule of nemo dat remains legally binding even in situations where buyers are not aware that the sellers have no right to allege ownership of the property being transacted. In most circumstances, the buyer of property from a seller with no ownership rights will not get the title of ownership but, legally, there are exceptions that can actually grant such buyers the title. Meant to protect

Psy sim 5 Essay Example | Topics and Well Written Essays - 500 words - 1

Psy sim 5 - Essay Example In other words, we conform to the behaviors and opinions of others present in the environment. The ambiguity and uncertainty about the nature of the stimuli are the main reasons behind subjects conforming to other people. Ans: The experimental design and the conditions created, that is the experimental and the control groups differed on the method of reporting results. The independent variable used in the study was the social pressure individuals experienced. It was found that the errors given in by the majority of people in the study influenced the perception of the right answer and the subjects gave in to social pressure. Hence they gave wrongs answers. Ans: informational social influence happens when there is no obvious correct answer to quantify the given question or situation. Therefore we look towards others for the information on the issue and in order to be right we get influenced by what they think. This finally leads to internalization. An example can be that in a restaurant we see how people are behaving and we behave in the same way. On the other hand, normative social influence happens when we accept what others’ perceptions are because we want to be accepted or liked by the group. This influence might also stem from a thought process designed to prevent embarrassment or a possible ridicule from the normative population they belong to. This finally leads to compliance. An example to illustrate is that teenagers start smoking because others in their peer group smoke. Ans: reactance is the desire for personal control. Burger (1987) defined reactance as an emotional reaction in direct contradiction to rules or regulations that threaten or eliminate specific behavioral freedoms. It can cause the individuals to adopt an attitude that is contrary to what others think and increases resistance to social influence. Ans: The thought processes involved the concepts of objects which led the mind to

Nobel prize winner Franco Modigliani Essay Example | Topics and Well Written Essays - 1250 words

Nobel prize winner Franco Modigliani - Essay Example Instead, he opted to study law because that was the most famous field of education during that time in Italy. While studying law, he won first prize in an essay competition that was on economics; and this laid foundation for him to pursue economics in future. However, he had known that economics would not provide much opportunity for him in Europe because of fascist movements. Modigliani left Italy because of the fascist movements and the pact between Hitler and Stalin. From Rome, he moved to Paris and then to the United States just before the World War II began. He left for the United States to pursue his studies on Economics after realizing that his efforts in Europe would be futile due to political turmoil. He joined the New School for Social Research in New York that provided him the scholarship to study. There, he completed his PhD in social science in 1944 and worked as assistant professor in mathematical economics and econometrics in 1946. Between 1946 and 1960 he was associat ed with University of Chicago, University of Illinois, Carnegie Institute, Harvard University and Northwestern University. In 1948, he was awarded the Political Economy Fellowship of the University of Chicago. ... iting professor, Modigliani also worked on various other important and futuristic aspects of international finance, international payment system, impact of inflation, into various fields of finance such as credit rationing, the term structure of interest rates and the valuation of speculative assets. Modigliani, along with his student Richard Brumberg in 1954, formulated the life-cycle hypothesis of saving that was later developed by Modigliani and Albert Ando in 1963 with the use of many empirical studies. Modigliani’s work on this hypothesis was revisited again in 1980. This hypothesis debates upon Maynard Keynes’ General Theory or the consumption theory that directly relates current consumption with current income. Contrary to Keynesian theory, the life-cycle theory postulates that individual consumption in any time period depends on: resources available to the individual; the rate of return on his capital; and the age of the individual (Dwivedi, 159-160). On broader level, this hypothesis relates to the national economy in the way that national saving is directly linked with national income and mass of national wealth will be in proportion with the length of life span of working. This hypothesis made along with Brumberg was not empirically proven, and hence did not gain significance until Modigliani proved this hypothesis along with Ando and other associates. Modigliani’s hypothesized that in general, individuals tend to keep their expenditure and lifestyle constant, irrespective of their varying levels of income. This means, individuals tend to save more money when their earnings are higher and save less when their earnings drop. When their income is higher, they tend to spend more without assessing potential risks in future to their incomes; however, if

Psy sim 5 Essay Example | Topics and Well Written Essays - 500 words - 1

Psy sim 5 - Essay Example In other words, we conform to the behaviors and opinions of others present in the environment. The ambiguity and uncertainty about the nature of the stimuli are the main reasons behind subjects conforming to other people. Ans: The experimental design and the conditions created, that is the experimental and the control groups differed on the method of reporting results. The independent variable used in the study was the social pressure individuals experienced. It was found that the errors given in by the majority of people in the study influenced the perception of the right answer and the subjects gave in to social pressure. Hence they gave wrongs answers. Ans: informational social influence happens when there is no obvious correct answer to quantify the given question or situation. Therefore we look towards others for the information on the issue and in order to be right we get influenced by what they think. This finally leads to internalization. An example can be that in a restaurant we see how people are behaving and we behave in the same way. On the other hand, normative social influence happens when we accept what others’ perceptions are because we want to be accepted or liked by the group. This influence might also stem from a thought process designed to prevent embarrassment or a possible ridicule from the normative population they belong to. This finally leads to compliance. An example to illustrate is that teenagers start smoking because others in their peer group smoke. Ans: reactance is the desire for personal control. Burger (1987) defined reactance as an emotional reaction in direct contradiction to rules or regulations that threaten or eliminate specific behavioral freedoms. It can cause the individuals to adopt an attitude that is contrary to what others think and increases resistance to social influence. Ans: The thought processes involved the concepts of objects which led the mind to

Using Calculus in curves for bridges, tunnels, and more (engineering) Research Paper

Using Calculus in curves for bridges, tunnels, and more (engineering) - Research Paper Example examine the role of calculus in physics at large and specifically determination of the use of calculus in the development of bridges, tunnels as well as curves. There is high level of integration of calculus within the entire discipline of physical sciences. (Charles, R. I. 2005)This can be found in both physics as a physical science and biology as a physical science. One can also be able to find calculus in statistics and all the disciplines that relate to it, engineering and its entire spectrum, in economics, business as well as in medicine. Other areas that has witnessed the exploitation of the use of calculus include modern development. By modern development, it is important to appreciate that areas such as architecture rely extensively in the use of calculus. Another are of modern development is the field of aviation. In this area, calculus are used extensively as this paper will try to reveal in the subsequent pages. From this end, the study shall examine specific areas and also try to elaborate the importance of the use of calculus in those particular areas. The first most important area where calculus has been extensively used is â€Å"finding the slope of a curve†. There is a generalized method that can always be used to find a slope of a curve. Usually, this require particular formula of operation. Calculus can always provide a tried and tested formula for this with almost absolute accuracy. The nature of the slope is that it is always fairly elementary. By the use of some algebraic formulas, this can always be determined without any problem. To find the steepness of such a slope, there is a need to utilize calculus in determining such slope. Finding the steepness of a slope can be important in a lot more areas of the study. For example, in civil engineering, construction of roads and bridges will rely on the ability of the engineers to calculate the steepness of a given place. This would enable them determine what actions need to be taken on

Brand Equity Associates With Apparel Industry Marketing Essay

Brand Equity Associates With Apparel Industry Marketing Essay There were many scholars who studied on conceptual research of brand equity; trying to find out what are valuable dimensions of building brand equity for both the customer and the company. Aaker (1991) regarded a brand as a name or symbol which derives from the value provided by a product or service to a company and/or the companys customers, as well as a set of assets and liabilities linked to a brand. He divided brand equity into five categories as brand awareness, brand associations, perceived quality, brand loyalty, and other proprietary brand assets. Consumer perceptions and reactions to the brand are directly pointed out by the last four elements of brand equity; moreover, the existing interrelationship among the dimensions of brand equity should be noted (see Table 1). Besides, Keller (2003) defined customer-based brand equity as the differential effect that brand knowledge has on consumer response to the marketing of that brand. A brand with positive customer-based brand equity might result in consumers being more accepting of a new brand extension, less sensitive to price increase and withdrawal of advertising support, or more willing to seek the brand in a new distribution channel. In 1993, Keller noted brand knowledge could be divided into two essential components as brand awareness and brand image (associations) to contribute consumer-based brand equity; it is also as well as a necessary premise in terms of consumer-based brand equity, or described as a point which keeps in mind by consumers are pertinent with diversified associations. These theories could be utilized in our research to contribute identification of the hypotheses. 1.2 Brand Equity in Apparel Industry Some researchers have done the similar tests. Jung and Sung (2008) measure and compare the consumer-based brand equity of apparel products by different consumer groups across cultures. Among the elements of brand equity, the perceived brand quality and brand awareness/association reported by American college students were significantly greater than those reported by South Koreans in the USA and Korea. Brand loyalty was the most important element of brand equity. In the relationship between elements of brand equity and purchase intention, brand loyalty showed positive correlation with purchase intention across all tested consumer groups. The finding supported by Xiao and Hawley (2009) based on Aakers well-known conceptual framework of brand equity, they found that brand association and brand loyalty are influential dimensions of brand equity. Weak support was found for the perceived quality and brand awareness dimensions. Moreover, they suggest considering the relative importance of b rand equity in their overall brand equity evaluation for better brand management, and concentrate their efforts primarily on building brand loyalty and image. Similarly, Holehonnur, Raymond, Hopkins, and Fine (2009) explored customer equity from a consumers perspective, examining the relative impact of the drivers of value equity and brand equity on purchase intention. The results show that quality and price-prestige relationships serve as drivers of value equity, whereas brand awareness and brand attitudes drive perceptions of overall brand equity. Likewise, they support the influence of brand and value equity on consumers purchase intentions. Retailer brand equity is also tested by several researchers, such as Swoboda, Haelsig, Schramm-Klein and Morschett (2009) examined on how consumer involvement influences perception of retailer attributes, which affects customer-based retail brand equity. In retailing, consumer involvement has a moderating effect on retail brand equity; whereas, the influence of price, communication, service and store design is greater on highly involved consumers than on those with low involvement. Since consumers with a different level of involvement have a different perception of retailer attributes, this factor is relevant to retail brand equity. It supported by previous research, Pappu and Quester (2008) examined whether retailer brand equity levels vary between department store and specialty clothing store categories. Retailer brand equity is conceptualized in this paper as a four-dimensional construct comprising retailer awareness, retailer associations, retailer perceived quality and retailer loyalty. Results referred to department store brands yielded significantly higher ratings for all the retailer brand equity dimensions than specialty store brands and providing the guideline for retailers possess brand equity. 2. Consumer Behaviour in Fashion Industry 2.1 Fad Fashion Industry with its Consumers According to Keynote in 2008, companies turn around new styles from design to shop floor within 2 weeks in the Fast-fashion industry. This successful recipe has allowed retailers to generate large profits selling vast quantities of low-price clothing to shoppers seeking something new to wear every week (Morgan and Birtwistle, 2009). The marketing and apparel literatures are unanimous in reporting that fashion leaders tend in general to be young consumers (Mason and Bellenger, 1974; Gutman and Mills, 1982; Horridge and Richards, 1984; Goldsmith et al., 1991). According to Keynote, a study of young males and females between the ages of 15 and 24 reports that 38% shop at Primark, 35% at Topshop/ Topman, 33% at New Look, 31% at River Island and 24% at H&M; Therefore, forecasts of demographical trends reveal that, while some age groups are in decline, there is to be an expansion in the 15- to 29-year-old group over the next 5 years (Morgan and Birtwistle, 2009). 2.2 Consumer Behaviour of Fashion Industry (add Table) Based on Keynote information, the consumers are growing tired of the relentless consumerism of buying so much clothing so frequently, but the appeal of cheap chic newness remains very alluring to teens and early twenties looking for something different to wear while socializing (Morgan and Birtwistle, 2009). Young consumers are more concerned with trends than probably any other age group (Martin and Bush, 2000). Additionally, Newman and Patel (2004) assert that, compared with other consumer groups, fashion leaders, or innovators, believe fashion to be of importance to their lifestyles. They have strong opinions about taste, are advocates of new trends and are sources of inspiration for other consumers when adopting and buying the latest styles (Polegato and Wall, 1980; Beaudoin et al., 1998). Besides, Pentecost and Andrews (2010) found weekly and monthly expenditure, gender and fashion fan ship were significant influences for consumer purchasing behaviour; while for yearly expenditure, gender, and impulse buying were significant. Attitudes towards fashion had no significant influence on expenditure. Females purchase more often and were significantly different from males on yearly expenditure, fashion fan ship, attitudes and impulse buying. Generation Y is higher on purchase frequency, fashion fan ship, attitudes and impulse buying compared with other groups under investigation. 2.3 Consumer Behaviour is impacted by Media Recent research by Birtwistle and Moore (2006) indicates that fashion innovators and early adopters, compared with followers, are heavily influenced by the fashion media. They shop and purchase fashion items more frequently, are influenced in their purchasing habits by celebrities and are spending more per month than they did previously. These findings are supported by Greenes (2008) observations about the influence of aspirational lifestyles and must-have fashions depicted in current US dramas. Indeed, fashion publicist Kristian Laliberte (cited in Greene 2008) hails the shows stars as the new influencers. In the focus groups, Morgan and Birtwistle (2009) referred to the majority of female respondents were readers of fashion or celebrity magazines. The most popular magazines as Cosmo, Elle, Glamour and Marie Claire, respondents used magazines to identify trends, which they then followed by purchasing lower-priced imitations from high-street stores. 3. IMC to Build Brand Equity (need to modify and check reference ) Belch and Belch (2009) noted IMC plays a main role in the progress which develops sustainable brand identity and equity. Likewise, Keller (1993) also noted brand identity and equity can be built and maintained by creating a well-known brand which has been kept in the mind of the consumer as favorable, strong and specific association. The integrated marketing paradigm focuses on the full set of contacts that affect the consumers brand experience (Calder and Malthouse, 2005). Marketers are faced with the questions of how to use multiple touch points to convey their messages in a more profound and engaging way and how to reinforce a message or brand more efficiently with the same advertising budget. 3.1 A model of brand equity for marketing communications According to the customer-based brand equity model (Keller, 2008), brand equity is fundamentally determined by the brand knowledge created in consumers minds by marketing programs and activities. Brand knowledge is all the thoughts, feelings, perceptions, images, and experiences etc that become linked to the brand in the minds of consumers; it can be divided by two important components as brand awareness and brand image. Brand awareness is related to the strength of the brand node or trace in memory as reflected by consumers ability to recall or recognize the brand under different conditions. Brand image is defined as consumer perceptions of and preferences for a brand, as reflected by the various types of brand associations held in consumers memory. Strong, favorable and unique brand associations are essential as points-of-difference that can serve as sources of brand equity to drive the differential effects. These effects include enhanced loyalty; price premiums and more favorable price elasticity responses; greater communication and channel effectiveness; and growth opportunities via extensions or licensing (Hoeffler and Keller 2003; Keller 2008). Thus, the basic premise of the customer-based brand equity (CBBE) model is that the power of a brand lies in the minds of customers and the meaning that the brand has achieved in the broadest sense (Janiszewski and Osselaer 2000). To understand the role of all the different types of marketing communications for brand building, 3.2 Marketing communication effects on brand equity Marketing communications activities contribute to brand equity and drive sales in many ways (Keller 2007): by creating awareness of the brand; linking the right associations to the brand image in consumers memory; eliciting positive brand judgments or feelings; and/or facilitating a stronger consumer-brand connection. But these marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning. The starting point in planning marketing communications is an audit of all the potential interactions that customers in the target market may have with the company and all its products and services. Marketers need to assess which experiences and impressions will have the most influence at each stage of the buying process. This understanding will help them allocate communications dollars more efficiently and design and implement the right communications programs. Armed with these insights, marketers can judge marketing communications according to its ability to affect experiences and impressions, build brand equity and drive brand sales. 3.3 Mixing and matching marketing communications In developing an integrated marketing communication (IMC) program, a number of factors come into play (Schultz, Tannenbaum, and Lauterborn 1993). Marketers must consider several factors in developing their communications mix, such as the type of product market, consumer readiness to make a purchase, stage in the product life cycle and the brands market share and positioning, as well as efficiency considerations. This broad view of brand-building activities is especially relevant when marketers are considering strategies to improve brand awareness. Anything that causes the consumer to notice and pay attention to the brand such as sponsorship and out-of-home advertising can increase brand awareness, at least in terms of brand recognition. To enhance brand recall, however, more intense and elaborate processing may be necessary, so that stronger brand links to the product category or consumer needs are established to improve memory performance. In terms of brand image, the question becomes what effects are created by the communication option, how strongly are they linked to the brand and how do the effects that are created affect, either directly or indirectly, consumers propensity to purchase and use brands? Marketers should mix and match communication options to build brand equity that is, choose a variety of different communication options that share common meaning and content but also offer different, complementary advantages so that the whole is greater than the sum of the parts (Naik and Raman 2003; Naik 2007). Different brand associations may be most effectively established by capitalizing on those marketing communication options best suited to eliciting a particular consumer response or establishing a particular type of brand association (Edell and Keller 1989). For example, some media are demonstrably better at generating trial than engendering long-term loyalty. 4. Print Advertising McCarthy, Michael S. and Fram, Eugene H. (2008) provided measures of brand equity for the new brand, print advertising results in greater levels of brand equity and helps in a greater likelihood of a future visit to the brands website. 4.1 Influences on Brand Awareness The power of visual elements in magazine advertisements frequently has been demonstrated. Images are simple to process and easy to remember, which could result in faster recognition of brand or product (Edell and Staelin, 1983; Moriarty, 1987). On average, magazine advertisements receive 1 or 2 seconds of attention. Visual elements are the primary appeal 90% of magazine readers first look at the graphic element; of that group, 65% process the graphic intent. Text follows imagery; for the readers who wove from image to words, only 2% of the written content is processed (Franzen, 1994). A growing body of literature also demonstrates the ability of pictures to evoke an emotional response (Bradley, Greenwald, Petry and Lang 1992). This attribute of print advertising will be a big advantage to contribute brand awareness and association. The point is also agreed by Batra and Ray 1986; Derbaix 1995; Edell and Burke 1987; Stayman and Aaker 1988. They illustrated emotional response to an adve rtisement is important with respect to advertising effectiveness, in terms of impacting both attitude toward the advertising and attitude toward the brand. In addition, Callow and Schiffman (2002) defined the complexity of a visual image which refers to the level of implicit versus explicit information that is needed in order to arrive at a meaningful interpretation of the advertisements message. This may be why advertisements often resort to simple visual images as a means for creating brand or product awareness. In previous study, Keiser (1975) suggested that brand and slogan awareness are dependent on the age, social class, and amount of print media readership of adolescents. The most consistent relationship was that brand and slogan awareness was greatest among opinion leaders, adolescents in the upper-cla ss, and adolescents who spent the most time reading newspapers and magazines. Brand awareness appeared to increase with age, while the reverse relationship held for slogan awa reness. 4.2 Influences on Brand Loyalty Pint advertising is used as an important tool in brand image-creation, and there has been an increase in the volume of campaigns using celebrities to endorse brands both in terms of gaining and keeping attention and in creating favourable associations leading to positive brand knowledge and distinct brand images, with cultural meaning transferred from celebrity to brand to consumer. This process has been enhanced via explicit reference to the meaning of the celebrity in the advertisement and supporting publicity, result in positive brand loyalty (Carroll, 2009). Similarly, Goodyear (1996) referred to differentiation of brands could be achieved over time by some lifestyle advertising. Thus, increasingly there was no information about the product, only the type of people who might be inclined to use the product (Baran and Blasko , 1984 ). Furthermore, Bhat and Reddy ( 1998 ) also commented developing, communicating and maintaining a brand s image as critical to the long-term loyalty o f a brand have been accepted. Leclerc and Little (1997) investigated whether the content of the print advertisement influences consumer attitudes, will depend on the executional cues of the copy, the brand loyalty of the consumers, and the consumers involvement with the product category. 4.3 Influences on Brand Association Kim, Damhorst and Lee. (2002) examines how consumer involvement with apparel influences perceptions of an apparel product presented in a print advertisement. Consumer involvement with apparel was examined in relation to three advertisement response concepts: attitude toward the advertisement, product attribute beliefs, and product brand attitude. A combination of apparel involvement dimensions (fashion, individuality, and comfort) influenced consumer beliefs about product attributes in the advertisement and shaped consumer attitudes for brand. In terms of gender differences, the comfort variable showed to be a stronger component of apparel involvement for men and women tended to be more involved in fashion. Findings also supported relationships among advertisement response variables previously tested by scholars. Product attribute beliefs and ad attitude were significant in product brand attitude formation. Keller (2003) also referred to magazine is particularly effective at building user and usage imagery toward brand. Some brand such as Calvin Klein, Tommy Hilfiger, and Guess, have also created strong non-product associations through print advertising. Some brands attempt to communicate both product benefits and user or usage imagery in their print advertising. After that, Chowdhury, Olsen and Pracejus (2008) researched that print advertising frequently conducts a single advertisement with multiple images, each of which is capable of generating an effective response. These multiple ad components combine to impact overall emotional response to advertising. This implies a greater number of positive pictures will lead to a more positive response which associates with brand in mixed-valence advertisements. Likewise, research on advertising in print media similarly has shown that the number and size of product shots can have a positive influence on recall (Twedt, 1952). 4.4 Influences on Perceived Quality Homer (1995) represented that consumers felt the large-sized ad was better designed and devoted more attention to it. The heightened design perceptions and attention, in turn, led to enhanced perceptions of quality and brand, overall attitudes, and behavioral intent. In support of past research, advertising size was found to lead to enhanced memory. Kirmani (1990) analysis suggested that consumers use ad size as an indicator of advertising costs and effort and that consumers make quality-related inferences based on their perceptions of advertising costs when quality-related information is not explicitly shown in advertising. The brand and quality perceptions are positively related to perceived advertising costs except at excessive levels when consumers may feel advertising is manipulative. Prior research has indicated that consumer perceptions as to the globalization of a brand leads to greater confidence in product quality which related with brand and higher intention to purchase (S teenkamp, Batra, and Alden, 2003). The point was supported by Chang in 2008. She revealed that western models were used to promote products and English brands were featured usually in magazine advertisements; and most likely to be used in fashions, cosmetics, and information/telecommunication categories. The use of western models and English brand names enhanced the perceived globalization of the brand and perceived quality of the product; higher on brand friendliness, brand trust, self-brand connections, and brand liking; moreover, encouraged participants to infer that the product originated from a developed western country. The third objective of this article is to understand the influence of Western models and English brand names on consumer product perceptions. It has been widely documented that products originating from developed countries are evaluated more favorably than products from developing countries (see Bilkey and Nes, 1982, for a review). In addition, an increased global perception of a product is associated with more favorable attitudes as to the products quality (Steenkamp, Batra, and Alden, 2003). Therefore, if consumers infer that Western models and English brand names indicate a products global qualities or that the product originated from developed Western countries, such inferences will also alter consumers product evaluations. 5. Strengths of Magazine 5.1 Selectivity In 2005, Duncan regarded as most magazines are subject specific, one of their greatest strengths is their audience selectivity. Although there are a few general-interest magazines which include the vast majority of magazines focus on one area. Magazines offer a wider range of ways to present brand messages than newspapers do, although both are print media. Most magazines focus their content coverage on a particular subject. The subjects discussed are all related in some way to the companys product. Some of these customer-focused magazines have advertisings only for the company brand. Therefore, brands that advertise in them can benefit from this expertise halo, an added value for a brand message. The theory is supported by Belch and Belch in 2009. They said using magazine as an advertising medium is its selectivity which is an ability to reach a specific target audience. It allows advertisers to target their advertising to segments of the population who buy their products based on in terests. New consumer magazine are continually being introduced to meet the changing needs, interest, and passion of the public in areas such as sports/ recreation, entertainment/celebrity, travel, fashion/ apparel, and beauty/ grooming. New business publications are also frequently launched to respond to development in business and industry. Not surprisingly, Fill (2009) also pointed out magazines are able to reach quite specialized audiences and tend to be selective in terms of the messages they carry. The print media are most suitable for messages designed when high involvement is present in the target market. 5.2 Reproduction quality/ Creative Flexibility (change) Due to many advantages of magazines, making them attractive to the target audiences as a popular advertising medium; especially, the strengths such as reproduction quality and creative flexibility of magazine can provide excellent reproduction on high-quality paper stock, and offer a great deal of flexibility in terms of the type, size, and placement for different needs, thereby, magazines are a visual medium where illustration are often a dominant part of an advertising and enhance the creative appeal of the advertising and increase attention and relationship (Belch and Belch 2009). Magazine advertising can be a strong visual persuasion in retailing industry, in particular, heavily use visuals to get attention (Cutler, Javalgi, and Erramsilli 1992; Bulmer and Buchanan-Oliver 2004) and the use of visuals is becoming a popular method for standardising print advertisements in cross-national markets for a growing number of multinational corporations (Phillips 1997; Cateora and Graham 19 99). Visual messages in advertising are found to be more easily and quickly processed, and more effective in getting attention (Rossiter 1982) and stimulating curiosity than verbal messages (Berger 1998; Lester 2000; Wells et al. 2003), regardless of processing condition (McQuarrie Mick 2003). Visuals in ads are not only the major form of delivering messages, but it tends to be scanned first and considered as an important criterion for making purchase decisions (Smith 1991). Besides, Bu, Kim, and Lee (2009) revealed that ads with direct visual forms were more prevalent in both western and eastern cultures. They tested the effects of culturally matching the visual forms on consumers attitude towards the advertising and the brand advertised. The product type and the brand familiarity moderated the effects; when brand familiarity was low, direct visual forms were preferred regardless of culture. 5.3 Permanence A distinctive advantage offered by magazine is their long life span, comparing to TV and radio which have very short life span by fleeting massages or newspapers which is generally discarded soon after being read. Magazines are usually read over several days and are often kept for reference. According to a study which did by Magazine handbook, it found that reader devote nearly an hour over a period of two or three days to reading an average magazine, moreover, around 75% of consumers retain magazines for future reference. Meanwhile, advertisements which exposed on magazine can use longer and more detailed copy, which is essential for high-involvement and complex products and services; the reader can be exposed to advertisements on multiple occasions and can pass magazines along to other reader (Belch and Belch 2009). Rest of book 5.4 Prestige Another positive feature of magazine advertising is the prestige the product or service may gain from advertising in publications with a favorable image. Companies whose products rely heavily on perceived quality, reputation, and/or image often buy space in prestigious publication with high-quality editorial content whose consumers have a high level of interest in the advertising pages. Some kinds of magazines provide an impressive editorial environment that includes high-quality photography and artwork. The magazines upscale readers are likely to have a favourable image of the publication that may transfer to the products advertised on its pages. The seal can increase consumer confidence in a particular brand and reduce the amount of perceived risk associated with a purchase since it really is a money-back guarantee (Belch and Belch 2009). 5.5 Receptivity/ Engagement Consumers are more receptivity to advertising in magazines than in any other medium. Magazines are generally purchased because the information they contain interests the reader, and advertising provide additional information that may be of the value in making purchasing decision (Belch and Belch 2009). Studies have shown that magazines are consumers primary source of information for a variety of products and services, including automobiles, beauty and grooming, clothing and fashion etc (Magazine handbook). Numerous studies have shown that consumers become involved with magazines when they read them and are more likely to find ads acceptable, enjoyable, and even a valuable part of a publication. Ulrich and Minjae (2009) observed on consumer magazines to measure the extent which consumers are favourable to engage with advertising in Germany. The result represents based on different market segment if advertisements can provide sufficient relevant information, they will be appreciated with regardless of nuisance for readers of adult magazines. Some American scholars support the viewpoint, such as Ferguson (1983) and Lorimor, (1977). They tested on retailing industry and applied to retail advertising which content is purely informational, as a result in the print advertising tends to be received. On the contrary, in Europe, the invasion of the press magazine industry by commercial ads seems to have a rather negative impact on the fans of this press in Europe. Most readers would certainly prefer magazines with less commercial advertising and more entertainment content. Accordingly, Nathalie (2000) analysed consumer reflects to press advertising is country specific. The evidence i ndicated American readers tend to be ad-lovers; however, most European media consumers seem to be ad-averse; hence, readers attitudes toward press advertising are deeply rooted in cultural habits. Although womens magazines are easy to engage with the target audiences due to included functional information which caters for readers need, the journals provided different receptiveness of magazine in specific country. What are the situations which print advertising works for interpreting fashion brand, and what is characteristic of background in Singapore, that still need to be tested on this research. 6. Online Advertising 6.1 Influences on Branding Ten years of online advertising research has confirmed the importance of the internet as a major source of information on brands (Hollis, 2005). Brand sites are increasingly being used as preferred destination sites for other forms of advertising, such as TV advertisements, banner advertisements, email advertisements, print advertisements, etc. The website of a brand could provide greater contextual information and facilitate higher users interactions with the brand; also providing an excellent platform to foster genuine relationships with potential and actual customers based on a continuous dialogue (Christodoulides and Chernatony, 2004). Therefore, designing effective brand websites contributes significantly to firms brand equity building efforts (Argyriou, Kitchen, and Melewar, 2006). Similarly, Steenkamp and Geyskens (2006) referred to greater interactivity promotes greater brand learning through better information assimilation and could help companies forge cognitive and emotion al bonds with their brand users. Yet, Dou and Krishnamurthy found the present study found that the application of interactive functions in brand websites was still quite limited. Thus, brand sites that boost their levels of interactivity can fulfill their online brand building missions more effectively. The literature (Batra, Myers, and Aaker, 1996) identified the key elements of brand sites that may contribute to their branding effectiveness. Some companies prefer to establish their own brand site for branding, just like a unique advertising approach for enhancing brand equity in the online environment is the design of dedicated websites for brands (Goldsmith and Lafferty, 2002). After that, evidence on the efficacy of brand websites in building brands is starting to emerge from both academic and industry studies. Ha and Chan-Olmsted (2004) found that users visits of brand websites for networks had a significant effect on brand image, as well as the option that gives them the best ability to learn about their favorite brands. In the following research, Yoo (2008) represented consumers experience priming caused by implicit memory and build a more favorable attitude toward the advertised brand regardless of the levels of attention they paid to the advertisements during exposure of web ads. Furthermore, those who unconsciously processed web ads did not remember seeing the ad explicitly, but they were more likely to include the advertised brand in the consideration set than those who had no exposure. Besides, Okonkwo, Uchà © (2009) more specifically referred to the fashion industry as internet is a multidimensional channel that serves multiple purposes including communications, branding, services, design, retailing, consumer analysis, clien