Sterling 1973 Article Summary Essay Example for Free

Sterling 1973 Article Summary Essay During the opening of the article the author Robert Sterling declares the purpose of discussing the inconsistencies between research accounting, educational accounting, and professional practicing accounting. The reason being for these differences between the major arenas of accounting is the isolation of research results from both practice and education. However, the absence of conflicts between education and practice is due to the harmony between educators preparing students to operate for the practitioners or employers. The author continues by discussing historical publications about the problems with valuation especially in the subject of valuation of marketable securities. Sterling believes that on good grounds marketable securities ought to be valued at market. He observes the disconnect between the education system and the valuation of marketable securities pointing out the main educational accounting theory derives from the intermediate course texts, which raise the question of valuing marketable securities, however does not present the results of research contradicted in education and practice. This as an example to illustrate the larger point that the accounting profession wrongly passes down principles as a tradition not based on best practice, therefore teach research results. The suggestions being teach research results as the desired state, and teach accepted practices as the current state. Questions regarding this article are the following: Do you believe research results need to be incorporated into today’s accounting education? How should the detriment of management be dealt with to implement research results? How could the three arenas of accounting be best connected (research, education, and practice)?

Dichotic Listening Task Analysis

Dichotic Listening Task Analysis Miss Emma Elizabeth Dorothy Meredith What does the dichotic listening task tell us about how we attend to information? Discuss this with reference to early and late selection models of attention. Attention is a selection process and is invaluable to our everyday lives. We use our attention for many things such as crossing the road, watching over our children, or even while multi-tasking (which is an invaluable skill in today’s world). Psychologist William James (890), talked about two modes of attention; Active attention which is indicative of an individual’s goals and expectations and controlled in a top-down way; and passive attention which is controlled in a bottom-up way and is effected by external stimuli (Eysenck, Keane, 2010). The way attention works brings about a host of questions which has generated much research in to this field; questions such as how much information can we take in at once? What happens to the information to which we are not attending? Do distractions from unwanted information cause attention to fail? Other questions are how do we process the information coming through our senses? And when in the process do we filter out that which i s not relevant? (Naish, 2010). This essay will be concerned with where the filter lies in the process and will compare and contrast early and late models of selection, drawing on research in this area which has used dichotic listening tasks to help explain how we attend to information. The dichotic listening task is a method commonly used by researchers in psychology to explore selective attention. Participants are asked to wear headphones, in which they are then presented with multiple sounds representing that of the real world. These different sounds are played in each ear and are easily manipulated (Naish, 2010). Broadbent (1952, 1954) used the dichotic listening task to support the bottleneck theory of attention. This theory proposed that information is selected on the basis of ‘low level’ physical characteristics such as location of sound, pitch and gender of speaker, and only this information is processed which would suggests that this bottleneck in the attentional system is such that only a limited amount of sensory information passes through it. Broadbent argued that this bottleneck occurs early on in the filtering process. To demonstrate this theory, Broadbent used the dichotic listening task in which he used two conditions where the participa nts are asked to listen and repeat different numbers. Pairs of different numbers are played to each ear. They then have to report these numbers back either by confirming the numbers heard in each ear (condition 1) or reporting the numbers in the order they were heard (condition 2). Broadbent’s findings were that generally participants found condition 1 easier than condition 2 and that participants generally couldn’t remember the ignored message in one ear when close attention was paid to the message in the other. However he found that with short messages, participants could access the neglected information a short time after, as it would be stored in the echoic memory. Physical features such as pitch and location were also found to be used by participants to track messages. From this, Broadbent concluded that switching attention back and forth between ears took up more cognitive resource and that the physical features were also used to filter information. He also propo sed that all information is received in parallel and then sorted based on the perceptual characteristics. It is only then that the signal wanted is passed on for processing, anything else is blocked which protects again overloading of the semantic processor (Naish, 2010). Broadbent’s early filter theory has been criticised he argument being that if we haven’t extracted meaning out of the sensory information then how do we know to discard it as not relevant. Theories which contrast Broadbent’s early filter theory shall be looked at next. Attenuation theorists suggest that only the shadowed message in dichotic listening tasks are fully processed, however everything else is not blocked, it is just attenuated. Treisman (1960) discovered that some participants, when shadowing a message, would say a word that had been presented in the unshadowed message. She found that this was usually because the word was plausible in the context of meaning in the shadowed message (Eysenck, Keane, 2010). This led Treisman (1964) to propose the attenuation theory which is that all information is perceptually processed in parallel then sent through for processing semantically. The attended message would be left untouched and then, in contrast to Broadbent, all of the other information would be attenuated and analysed, rather than blocked which explains why the attenuated message will sometimes be attended to (such as in the cocktail party effect where you can be attended to a conversation in one part of the room, hear your name in another part of the room and then switch your attention to that conversation) and also illustrates a flaw within Broadbent’s early Filter theory. Treisman used the dichotic listening task and shadowing to illustrate attenuation. Participants were asked to shadow a story being played in one ear ignoring what was being played in the other ear. She found that participants began to shadow the other ear if the story switched ears, contradicting Broadbent’s theory as they shouldn’t be aware of the story continuing in the other ear. Treisman proposed that this was due to priming where the temporary sensitisation of a word due to the presence of another causes the listener to assume what the next word will be. She also claimed that the location of the bottleneck was likely to be more flexible than Broadbent had suggested (Naish, 2010). Certain words, such as own name, may also be recognised easily in the unattended message. It was demonstrated by Underwood (1977) that the primi ng effect became stronger if there were several linked ideas used to prime rather than a single word. Underwood also concluded that sentences are processed as whole units but only when attended as the priming effect was also much stronger when the story starts in the attended ear and then switches to the unattended ear rather than vice versa (Driver, 2001). It has already been mentioned that Broadbent had found that information could be stored in the echoic memory and it is also true of the iconic memory when it come visual modality. He argued that if we could switch attention rapidly into the appropriate sensory buffer then it would be possible to process unattended information. Broadbent was, however, cynical about this as he believed that it took 500ms to shift attention, but it actually takes 50ms (Tsal, 1983 cited Eysenck, Keane, 2010). This means that shifting attention to that information in the echoic memory can be as efficient as shifting attention to the actual object. Tre isman argues that the reason for this sporadic semantic processing of the unattended information is due to a leaky filter. In contrast, Broadbent argues that it depends on what is called ‘slippage’ by Lachter et.al (2004). That is attention shifted to supposedly unattended information, therefore it is not unattended (Eysenck, Keane, 2010). There are three other studies that showed unconscious awareness of the unattended material. Corteen and Wood (1972) conducted an experiment where participants were conditioned with a mild shock to city names until they showed a Galvanic Skin Response (GSR). They still showed GSR to these words and cities they hadn’t been conditioned in, when they occurred in the non-shadowed message, although consciously they were not aware of them (Naish, 2010). Corteen and Dunn (1974) also conditioned their participants to certain words so that they would exhibit GSR upon hearing them. To demonstrate non-awareness, participants were instructed to make a conscious response when a conditioned word was played. They failed to do this most of the time when the conditioned word was played in the unattended ear and exhibited GSR. This suggests that some processing for meaning must take place and contradicts Broadbent’s early filter theory (Driver, 2001). Von Wright, Anderson and Stenman (197 5) suggested that meaning can be processed without awareness. They established that a GSR was caused by related words, even synonyms, for the conditioned word by conducting a dichotic listening task where the participants were presented with two lists of words auditorially and asked to shadow one list and ignore the other. The findings were that this indeed happened and a GSR effect occurred when the words were in the non-shadowed list or were very similar sounding words (Eysenck, Keane, 2010). As already mentioned, attenuation theory helps to explain the cocktail party effect and also Corteen and Dunn’s finding. It confirms that unattended information might be available for identification not meaning. There is also less perceptual information to be identified with special words such as own name. Attenuation theory also explains why participants will follow a message from one ear to the other as both messages are being processed however priming makes related words in attenuated messages easier to identify at switching point (Driver, 2001). It may also be possible to explain auditory attention (how we deduce distinct â€Å"sound objects† to attend to, such as one person’s voice among many) by extending visual attention theories that explain how we deduce and attend to objects in our spotlight of attention. This suggests the same neural mechanisms may lie beneath both types of perception (Shinn-Cunningham, 2008). It is proposed by late selection theorists that all information is processed. It’s only the pertinent material that is made available Deutsch and Deutsch (1963) suggested that all messages are processed both perceptually and semantically, with the most important or relevant stimulus deciding the response. This puts the bottleneck much closer to the end of the processing system than both Broadbent’s and Treisman’s theories (Eysenck, Keane, 2010). Another theory suggested by Norman (1968) was that all information must be processed to the point where meaning is designated from memory (Naish, 2010). However, late selection theories were later falsified by developments in neuroscience. Neurophysiological studies took place which provided evidence against the theories of Deutsch and Deutsch. Coch, Sanders and Neville (2005), using the dichotic listening task, asked their participants to attend to one of two auditory messages. The task for the participants was to spot p robe targets which were presented on both the attended and non-attended messages. Event-Related Potentials (ERP) were recorded from each participant. It was found that ERPs appeared 100ms after the probe was presented and was greater when the probe was presented on the attended message. This suggests that there was more assessing of attended probes rather than unattended probes. However, if processing happened in the way Deutsch and Deutsch theorise, then there wouldn’t be any difference in the ERPs recorded (Eysenck, Keane, 2010). Each of the theories uses the dichotic listening task to provide evidence to support their theory. We know that attention is a limited resource and that we can’t focus on everything within our environment. The three major theories do give us an insight in to this. Broadbent’s early selection theory argues that the filter comes before the information is given meaning, but if this was the case then we wouldn’t be able to identify our own name when spoken in the unattended ear. Deutsch and Deutsch went on to argue that the filter happens after the information has been given meaning , so you register and assign everything a meaning then the filter decides what to pass on to conscious awareness. However, as attention is limited, this seems like a waste of resource to assign meaning to information that you will never need. So, Treismans attenuation theory fits nicely in between Broadbent’s early filter and Deutsch and Deutsch late selection filter and argues tha t the information into the unattended ear weakens but is not eliminated, that some of it will get through to the perceptual processes and be given meaning. The input from the unattended ear will still be given meaning but not as high priority as that in the attended ear. If, at this point, the unattended information is important (like hearing your names across a crowded room) then attention can be switched and you attenuate the previously attended to ear. The jury is still out on which of these theories is the ultimate when it comes to helping in our understanding of selective attention, however, each if the theories has been pivotal in how we view selective attention and this is important because attention is crucial to any other cognitive function that we perform. Word count: 2046 References Driver, J. (2001). ‘A selective review of selective attention research from the past century’,British Journal of Psychology,vol. 92, pp. 53–78. Edgar, G. (2007). ‘Perception and attention’. In D. Miell, A. Phoenix, K. Thomas (Eds), Mapping Psychology (2nd ed., pp. 3-50). Milton Keynes: The Open University. Eysenck, M. Keane, M. (2010). ‘Visual perception and attention’. In Cognitive psychology: a students handbook. (6th ed. Pp 153 – 201) Hove, Eng. New York: Psychology Press. Naish. P., (2010). ‘Attention’. In Kaye, H. (Eds).Cognitive psychology (pp 29 – 62). Milton Keynes: The Open University Shinn-Cunningham, B.G. (2008). ‘Object-based auditory and visual attention’,Trends in Cognitive Sciences,vol. 12, pp. 182–6.

Ethical and Security Issues of Organization

Ethical and Security Issues of Organization CASE STUDY 3 The chief executive officers responsibility regarding the security and ethical issues should be no different from any other part of the business or executive , and also they should be involved not only because they continuously deal with financial, operational, and business risk decisions. They also need to know more information to make fact based decision that will expose the organization to regulatory compliance issues, risk to the business reputation, or decrease the efficiency and effectiveness of the organizations capability to produce because when launching a new product or service, if there is not a clear understanding of the security risks the organization could end up closing its doors due to the lack of controls. Many chief executive officers today should be aware of the security risks of their organizations which create financial and public relations nightmares related to the loss of information. They should continue to take their time to understand the ethical and securit y issues of the organization, and ensure that appropriate responsibility is designated for reducing risk. Organizational culture is defined as a system of knowledge, of standards for perceiving, believing, evaluating and acting that serves to relate human communities to their environmental settings. The reason why a chief executive officers action affects an organizational culture is because one of their primary responsibilities is being a strategic leader who creates and maintains the organizational characteristics that reward and encourage collective effort. In addition, for example the former chief executive officer of Microsoft Bill Gates had a lasting impact on organizational culture through the transformation of his initial beliefs and values into basic underlying assumptions. His initial beliefs and values where proven successful over a period of time which became embedded in the organizational culture, and will continuously be taught to current and new members as the correct way to think and believe in certain situations. What leaders pay attention to, measure and control. Someth ing as simple as what is emphasized or measured, over time, can have an effect on an organizations culture. One example of this is an emphasis on form over substance. If leaders pay more attention to form, an organizational culture can develop where people start to believe that the substance of a recommendation is less important than the way it is presented. Non technical industries if at all they need to worry, they need to worry about not having the necessary technology for example, when you look back at other major business technologies, from rail transport to electricity, you see that when they switch from being potential sources of advantage to mere costs of doing business, the key for successful management shifts from aggressive innovation and investment to careful cost and risk management. And I think thats true with technology as well. Even if you cant gain an advantage from information technology, you can certainly put yourself at a disadvantage by spending too much on it or by otherwise mismanaging it. As I said, I think the essence of successful management is being able to draw distinctions, and if no one can distinguish technology from information from talent, then youve got a big managerial problem. I think that even some of the business uses of technology are becoming, in effect, commoditized. The nature of technology means that when you commoditize the technology, in most cases youre also commoditizing the business process that runs on it, and even the information that runs through it. Information technology decision-makers face daunting challenges to provide and maintain inter-networked systems that ensure organizational mission success despite sophisticated computer network attacks. Exacerbating this situation, the extremely dynamic threat environment for Internet-based systems requires regular re-evaluation of organizational operations and systems in light of changes in attacker activity or, simply, an improved understanding of threats. Unfortunately, current technology provides little help in determining how attacks affect the survival of what is important to an organization and maintaining a survivability strategy as the threat environment evolves. This project develops methods and tools that help model and analyze an organizations threat dynamics and that improve the organizations security, survivability, and resiliency in light of those dynamics. We define threat dynamics as the study of the impact of an organizations threat environment on the ability of the organization to achieve its mission objectives. Evidence from a comprehensive study of insider threats indicates that executives, at times, make decisions that are intended to enhance organizational performance and productivity. Lastly, The CTO, CPO, OR CSO all possess the ability to think effectively in abstract terms, the ability to deal with ambiguity, and strong leadership and team building skills since long term success requires accomplishing far more than one person can do alone. By measuring the effectiveness using the same metrics that are used to measure the business. The tools that are used to drive the business success must be technical ones. They should also include technical expertise, technology leadership, and use of information technology for strategic gain. For example, as failure cases come in just like the one a customer finds, requires that they have a unit test in place for that particular issue so that you can start building a field failure regression test suite. Rules should be set up for new enhancements that incorporate unit testing. Picking both the enhancement and the developer to do it in the same manner would produce a productive code review. This way everyone can learn. Once the pilot is done and the first code review complete with unit tests is complete, then everyone should be required to do it to make sure they are adopting some discipline and unit testing. They need to manage policies and procedures on how individual businesses handle and protect its client data which encompasses a wide variety of information, such as personal e-mail addresses, account balances, credit scores, purchasing history and Social Security numbers. Participate as a key team member in responding to and managing incidents resulting in the loss or potential compromise of personal data by the organization or its service providers. They should assist in assessing privacy-related risks throughout the organization and promotes strategies to mitigate these risks through the development and implementation of infrastructure, standards for the collection, use, and sharing of personal information, vendor requirements, training, and other appropriate mechanisms. References http://managementhelp.org/org_thry/culture/culture.htm Title: Legal Issues, Ethical Issues, Privacy, and Security URL: http://webliminal.com/Lrn-web09.html Jeffrey Rothfeder. 1992. Privacy for Sale: How Computerization Has Made Everyones Private Life an Open Secret. New York: Simon and Schuster. http://www.privacyrights.org/ar/ChronDataBreaches.htm. Questions: Explain why understanding technology, especially in the areas of security and ethics, is important for CEO. How do a CEOs actions affect the organizational culture? Identify why executives in non technological industries need to worry about the technology and its potential business ramifications. Describe why continuously learning about technology allows an executive to better analyze threats and opportunities. Identify 3 things that CTO,CPO, or CSO could do to prevent the above issues which stolen privacy proprietary information, sexual harassment, stolen trade secrets.

A Historical View of The Three Musketeers Essay -- essays research pap

In the novel The Three Musketeers by Alexandre Dumas, King Louis XIII and Cardinal Richelieu are in authority in France, each struggling to gain absolute power. As a result conflicts emerge that will lead to the progress of France. France was constantly in external conflicts with England and in internal conflicts with the Huguenots that provoked war against the Catholics and even the King, but never against the Cardinal (Dumas, 1). Queen Anne’s romance to the Duke of Buckingham, who at the time was an enemy of France, was not unknown to the Cardinal, like nothing else that escaped him from knowing it. The story’s protagonist, D’Artagnan faces the most dangerous spy of the Cardinal, Lady de Winter. This lady is the one entrusted with the task of assassinating the Duke of Buckingham. This novel is regarded as fictional and the events may not be as accurate as the actual ones. On the contrary there is much historicity behind it. There really lived a King Louis XIII, a Cardinal Richelieu, an Anne of Austria, and George Villiers, Duke of Buckingham. Most events that occur throughout the story happened in reality. The siege of La Rochelle being the one of the major political and religious conflict in the book was a great event of the reign of Louis XIII. The Cardinal may have had the greatest influence in cause and resolution of this war against the Protestants. The results were in favor of the Cardinal as might have been expected. He is presented as an antagonist to the Queen, mainly in her romantic affair with the Duke of Buckingham. However the result does not turn in the favor of the Cardinal this time, not as it had been expected. In the absolute monarchy of France two parties ruled the same nation under two men (Dumas, 73). ... ...ings musketeers by his antagonist throughout the novel, the Cardinal. Every conflict described here has lead to the progress of one thing, mainly to the advancement of the Cardinals power in France and to the victory of the Catholics in the siege of la Rochelle. This is just a glimpse of how conflicts can lead to historical progress. This novel is also famous for its saying â€Å"All for one and one for all† (Dumas, The Three Musketeers). The musketeer’s friendship is part of the reason that progress occurred in the conflicts mention above. It is not just in novels where the conflicts lead to historical advancement, but this was a great source to portray the progress. Throughout history conflicts have been emerged to lead to the progress of one thing and the other that has lost makes its necessary improvements but at the final stage both have reached a necessary object.

St. Augustin Essay -- essays research papers

From the analysis of St. Augustine Confessions and Beowulf, it is clear that the two authors, St. Augustine and the poet respectively, differ on their views of death, which helps to paint a better picture of the world that each writer lived in. In Augustine's writings, death plays a major role in life; it serves as the stepping stone to a greater existence in heaven. In Augustine's world, Christianity and God both play an important role in how death is viewed. In the poets writings we see a different perspective, one in which the time you spend on earth is of great importance; very little thought is given to life after death. Although God is mentioned and discussed throughout the writing, it is a very different perspective than the one shown by Augustine. In the writing of St. Augustine, the reader gets a small glimpse of what life was like in the Roman Empire in the forth century, and more particularly how death was viewed during this period. According to the Confessions, life, though valued, was just a time spent before God chose to bring your soul to heaven; contingent of course on the fact that you were a Christian. 'Yet in a moment, before we had reached the end of the first year of a friendship….you took him from this world (Confessions, 75).'; 'When all hope of saving him was lost, he was baptized as he lay unconscious (Confessions, 75).'; This passage about St. Augustine's friend helps to illustrate that as death drew near in Augustine's time, thoughts went to the after life in heaven. This hypothesis is furthered when Augustine writes about the death of his mother. 'And so on the ninth day of her illness, when she was fifty-six and I was thirty-three, her pious and devoted soul was set free from the body (Confessions, 2 00).'; Some might argue that the sorrow that Augustine describes at both the deaths of his friend and mother illustrates that death was not looked on as a passage to life in heaven, but as a very sorrowful and deplorable event. Though Augustine admits to feeling great sorrow at the death of those close to him, he goes on to point out that these feelings are merely of the imperfect body. When one lets go and listens to his soul he will see that all things begin and end with God. 'For the senses of the body are sluggish, because they are senses of flesh and blood…They are limited by their own nature (Confessions, ... ...n a rich shroud or embalmed with spices, nor did she wish to have a special monument or a grave in her own country…All she wanted was that we should remember her at your altar, (Confessions, 204).'; This is a very strong example of how different the worlds of St. Augustine and the poet were. From the limited view of the life presented by the authors of the Confessions and Beowulf, it is easy to see that the worlds in which they lived were very different. The world of St. Augustine seems well ordered and compact with cities and government officials. It seems to be a highly intellectual culture strongly influenced by religion and God. The world of the poet seems much different in nature than that of St. Augustine. The poet's world seems to be much less organized and vast, with various kings as opposed to government officials. It seems to be populated with many roaming bands, and the people seem to be much less intellectually and religiously motivated. It seems they lived simple lives in a constant search for glory and notoriety. With such different cultures it is not difficult to concede that their respective views on death would be as diverse as the cultures themselves.

Coles Sales Promotion Essay

Pacific managing director of Nielsen Consumer Group, saidâ€Å"It’s no surprise that consumers are increasingly concerned about their household budgets in response to such fluctuating economic conditions, and the cost-saving strategies currently being employed by consumers are likely to continue well into the year. †(Jessica Kennedy,2011)Due to the rising concern of the current unstable economic condition in Australia, the people have developed a tendency to save or spend only what is necessary. There is also a concern for the rising food and fuel prices and more and more people are looking for good deals and bargains for the basic necessities required to run a household. If this holds true to the working population then this will hold true even more to the student population in Australia who perhaps only have a part time job and live on a fixed budget. Market analysis: The student population contributes a lot to the economy of Australia. In 2008, the total tertiary student community in Melbourne was around 208,800 people and international tertiary student population numbering was at least 28,150 (Melbourne City Research, 2010). These numbers have steadily risen in the past years and will continue to do so. From this situation analysis, it can be derived that it would be a successful venture if fresh and frozen fruits and vegetables were offered at a discounted price by Coles to students in Melbourne for a limited period of time. And if the response is successful in Melbourne it can be an option to expand to other cities as well. Sales promotion pitch: Offering a 15% discount to students from the 1s of July to the 31st of July on all of Coles’ fresh and frozen fruits and vegetable line. SWOT analysis : Strengths:The current economic condition will help the response to a sale if it is held. It will attract the customers and increase revenue. It is also a healthy campaign as fruits and vegetables are being offered at a discount to students to encourage them to eat healthier and will boost the image of Coles. Weaknesses:The risk that the response may not be as enthusiastic as predicted from the target audience. Also that it is targeting a very specific segment of the market and that can be risky to the campaign if the response is not as predicted. Opportunities:The option to hold this sale every half year or more frequently if response is good and also in a larger number of cities. Threats: Competitors like Woolworths and Aldi may also put their items on sale to compete with Coles. Target Segment Demographics: Treating the market as heterogeneous, as all the people of Melbourne are not being targeted and they don’t have similar wants, the target profile for the campaign would look like the following : * Age|* Late teens and above| * Gender|* Male and female|Geographic area|* Melbourne| * Occupation|* Students| * Household size|* Living alone or with housemates| * Lifestyle and Habits|* Lives on a budget, tends to look forthe most reasonable prices, prioritizes saving andhas a slightly more healthy lifestyle. | The typical profile of the segment being targeted would be a College student who Lives alone or with housemates or in a dorm and who purchases their own groceries. Within the target audience there will be differen t views and attitudes about fruits and vegetables. The types of opinions are usually four in kind. They are: * The appreciators: will be the portion of the target market that like eating healthy and enjoy eating lots of fruits and vegetables. These people may be more health conscious and aware of the fact that fruits and vegetables are a very important part of the diet. â€Å" I love fruits and vegetables! They are a part of almost all of my meals for the day†* The acceptors: are the segment of students that eat a moderate amount of fruits and vegetables but also prefer meats and other food items.I like fruits and vegetables but I don’t like including them in all my meals, I prefer meat†* The resistors:this segment is not very fond of fruits and vegetables but eat them on occasion. â€Å"fruits and vegetables are ok but I would rather eat something else†* The rejecters: This portion of students is strongly against adding fruits or vegetables to their daily meals and would most definitely eat other foods ins tead. Insert refrence pg. 206 One of the purposes of the campaign is to try and get the percentage of the resistors and the rejecters to convert to either the acceptors or the appreciators. Time frame: The promotion will last for one month. Starting July 1st and ending July 31st. The duration chosen is during the offseason period where there are no big sales held otherwise. This will make it easier to persuade the target market to purchase their groceries at Coles as it will be cheaper to do so. It gives them an incentive to buy. 20 specimen subjects from Chisholm College that fit the target profile completed a survey about why they picked a particular store over another. Four fixed options were asked and the results were as follows: More than half, i. e 11 people out of 20, said that the main reason they choose a store was because of its low prices. 6 people said they choose a store according to how conveniently it’s located, 2 said it was because of loyalty to the store and 1 said because of good customer service. This further emphasizes the fact that if a sales promotion was held, the response would be enthusiastic and the campaign would be successful. Main Objective: * Increasing the sales of fresh, frozen and canned fruits and vegetables by 5 to 10 percent in the month of July. Initially only in Melbourne with an option to expand to other cities if the response is positive. Additional objectives: * Enhance customer loyalty * Create new customers * To reinforce brand advertising * Encouraging students to eat healthier Perception – achieve at least a 65% increase in awareness of the sales promotion in the firstweek Cognition – Achieve recall of discount period at Coles by at least 80% of the students in Melbourne Persuasion – Make the target audience want to go to Coles for their groceries rather than its competitors Emotion – Induce humor and fun through the advertisement Association – Associate Coles with the most reasonable prices and quality goods Behavior – Persuade at least 3% of the customers that shop at Woolworths, Aldi and other competitors to switch over to Coles Approach: The type of approach to be used for this promotion is the emotional approach and a soft sell strategy. Humor will be used a medium in the advertisement to allow students to relate to the campaign easily and for retention of the message to create the need to buy fruits and vegetables at Coles. An anonymous survey was conducted using 20 students in Chisholm College that fit the target audience. They were asked to state what kinds of advertisements they remembered the easiest out of a given three choices. Out of 20 students, 15 said humorous advertisements were the easiest to remember, 2 said informative and 3 said shock advertising. Pull promotional strategy: ‘ In a pull strategy, the manufacturer directs the majority of its promotional effort towards the ultimate consumer in an attempt to get them to pull the products through the marketing channel. ’ (McColl – Kennedy, JR, 1994) A pull promotional strategy creates a high degree of awareness amongst consumers and implants a desire and an interest for the product. This makes the customers to go to the retail store with the determination to find the product to purchase it and if it is not available they urge the retailer to stock up on it. This is the strategy that Coles is aiming at following as the message will be sent directly to the ultimate consumers who are in this case the students, urging them to purchase frozen, fresh and canned fruits and vegetables. And when the demand exceeds the supply, it will cause the Coles retail stores to urge the wholesalers and other links in the product chain to acquire the product causing a pulling effect through the marketing channel. Communication: In order to inform the potential customers about the promotion, effective and efficient advertising must be carried out. The use of Television, the internet, newspapers and magazines help in doing so. Since the target market is only students, it would also be productive to display the advertisements on social networking sites on the internet. To further reach students fliers can be put up on the notice boards and in the college magazines. Point of purchase displays also helps as it improves in store branding and keeps the customer informed. Having sales signs near the product also can lead to impulse buying. The key message sent out here would be that it is cheaper to buy your groceries at Coles than at any other supermarket. Eliciting the desired response: The main reason for fierce advertising and promotions is due to the reason that the sales promotion will be carried out for one month only. During this time period, Coles seeks to attract as many customers as possible to their stores in Melbourne. It is true that the potential customers go through a behavioral or psychological process before purchasing a product called a response hierarchy. The Coles advertisements and promotions seek to fulfill all the steps in this hierarchy chain.

Ken Kesey’s One Flew Over the Cuckoo’s Nest Essay

I. Introduction The book One Flew Over the Cuckoo’s nest is the result of Ken Kesey’s own experience during his work in mental institution in late 1950s. This book reflects the themes of individuality and rebellion of that time that include protest against conformity. It is the story of one small rebellion that was successful through a big sacrifice. The book is largely symbolic and many characters and things in it are allegoric. II. Body Rebellion is the major theme in the book. It is shown as a confrontation between protagonist Randle McMurphy and antagonist Nurse Ratched. Before McMurphy entered the ward, it was the small structured society of mentally ill patients ruled by powerful Nurse Ratched who weakens them by psychological manipulation. There is no chance that anybody would defy her. After the arrival of McMurphy the situation changed dramatically because this patient is sane and has a strong personality. The figure of McMurphy is symbolic in the way how he sacrificed himself to let the patients realize who they are and regain their spirits. The narrator of the story, Chief Bromden, realizes that he is not weak and breaks free from the ward. McMurphy is compared to Christ in many ways: he is sacrificed, crucified on the table with electroshock; he gathers disciples around him and arranges the fishing trip as Christ who led his twelve disciples to the sea to test their faith. III. Conclusion The book has made a big impression on me in the way how individuality is confronted with the submission and conformism. It teaches rebellion against humiliation of human nature. However, I dislike the author’s view of women as the castrators of men in this book. Nurse Ratched is portrayed as a horrible creature who has no feminine features about her. I liked the figure of prostitute Candy, although she is shown only as the means to relieve Billy Bibbit. Having many symbols and allegories, this book makes us think and not only entertain ourselves.