The Assassin Strikes Again

Once there lived a man named Jack. Every day he woke up refreshed and renewed. Jack started the day by having a nice big stretch, and then he did 100 press-ups. He took a cold shower and brushed his teeth with Sensodyne Jack dressed him self in casual clothes and left for work. Jack has a usual profession. He is hired by rich and powerful people to murder the innocent and honest. Jack became an assassin when he was a teenager. During his childhood he had been kind, generous and helpful boy. One day he was walking home with his friends. Jack's friends suggested that they should go through the alley because it was a shortcut home. Jack agreed and so did the others. They walked through the dark, deep and frightening alley, then they saw a gang of bullies in the alley but they decided not to run. It was a bad decision. The biggest bully started straight away on Jack's smallest friend Mark. Jack consumed with anger, picked up a iron bar and whacked it down violently on the bully's head â€Å"Ahhhh† Jack yelled ferociously, the bullies terrified ran away as fast as they could Jack kept on hitting and hitting the bully until he could not move a muscle. His shocked friends knew he had killed him. They ran way in different directions. The police arrived. Jack ran as fast as he could, until he was out of breath, Even now he's still running and running away from the Police. News travelled fast and within months rich and powerful people were begging Jack to kill their enemies. During a few years Jack was responsible for 15 deaths of innocent people. He was there offered one million pounds to murderer a man called Tom Matthews by his former friend Reece Jones. Tom and Reece had been best friends. Tom was a kind, generous and an intelligent man. Tom had a beautiful wife names Angela. They had just got married three months ago; Tom had joined Reece's company shortly before. Every day he dressed in a black suit and went off early in the morning to work. He was on time every day and ready to go. Tom had a poor family back ground and was determined to make best of his chances. Reece had a wealthy back ground and was always wasting money on gambling. He was always late for work, Reece was very jealous of Tom. One day Tom got promoted to Assistant Manager, Reece was so furious he said â€Å"that's it! I will have Tom murdered!† When he finished work, he rushed home to call an assassin and arranged a meeting outside an abandoned house. He gave Tom's details and his picture to Jack. Reece paid à ¯Ã‚ ¿Ã‚ ½100, 000 in advance the rest to follow when the job was done. Jack researched Tom's lifestyle carefully and worked out when Tom would be alone. It was when he went through the junk yard as a shortcut to his home. Jack planned the murder methodically. He would use a rifle with a silencer to shoot him. On May 17th 2004 the plan took action. First he would pretend he was being attacked by a vicious gang He would run up to Tom and beg for his help and say â€Å"I am being attacked by a vicious gang who are trying to murder me.† Tom was driving on the way home from work, feeling tired and sleepy when he was driving through the junk yard, a man rushed in front of his car, Tom stepped as hard as he could on the brake Tom stormed out of his car and asked mysterious man â€Å"Are you Ok† the strange man replied â€Å"no I am not I am being chased by a vicious gang who want to murder me†. The stranger wore a black leather coat and a woollen knitted scarf covering him from the misty fog and cold. The man told Tom he was delivering a package and was shocked when he saw a gang of teenagers brutally murdering an innocent man. Tom went a few steps ahead to see whether he could locate the gang. Jack took out his rifle from his right coat pocket and pointed it at when Tom looked at Jack with astonishment and a fear of death, Jack shot Tom with no hesitation or any mercy the bullet tore through the muscles as it went for the heart of Tom. Tom could see the blood was red As a red paint. Tom could see the blood on Jacks shoes as he fell on to the ground as he was falling he repeatedly asked â€Å"why†, â€Å"why† When he fell on to the ground there was silence. Jack made Tom's murder seem like an accident he put Tom into the car and drove Tom off the cliff. The next day Jack received the full payment from Reece. As Jack was reading the news paper, he saw that Tom's death made the front page. Seeing Tom's wife's picture made him realise that Tom's wife was the girl he loved when he was in school. After thinking for several hours he came up with the decision that he should surrender to the police. The next day he stood in front of the police station thinking should I surrender to the police or not.

Ch 9 Test Bank

Chapter 09 Creative StrategyImplementation and Evaluation Answer Key Multiple Choice Questions 1. (p. 293) The agency that developed the ‘Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n):A. advertising appeal.B. creative plan.C. marketing plan.D. sales approach.E. sales presentation.The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause.AACSB: Reflective ThinkingBloom's: Analyze Difficulty: Hard Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles 2. (p. 293) A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the ____.A. advertising appeal; advertising campaignB. creative execution style; advertising appealC. creative execution style; advertising campaignD. dvertising appeal; creative execution styleE. brand image; positioningThe advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.AACSB: AnalyticBloom's: Remember Difficulty: Easy Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles . (p. 293) _____ is viewed as â€Å"something that moves people, speaks to their wants or needs, and excites their interest. †A. Advertising appealB. Execution styleC. CreativityD. Big ideaE. NeedledropAn advertising appeal can also be viewed as â€Å"something that moves people, speaks to their wants or needs, and excites their interest. †AACSB: AnalyticBloom's: Remember Difficulty: Easy Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles 4. (p. 93) The _____ is the manner in which an advertising idea is turned into a message and presented to consumers.A. advertising appealB. creative execution styleC. rational appealD. emotional appealE. big ideaThe creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.AACSB: AnalyticBloom's: Remember Difficulty: Easy Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Appeals and Execution Styles 5. (p. 93) An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates that it is using a(n) _____ appeal.A. rationalB. product popularityC. emotionalD. fearE. refutationalInformational/rational appeals focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.AACSB: Reflective Thinking Bloom's: AnalyzeDifficulty: Hard Learning Objective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Advertising Appeals 6. (p. 293)  Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.A. informationalB. e motionalC. priceD. inherent dramaE. imageInformational/Rational appeals focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 7. (p. 293)Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals.A. rationalB. emotionalC. priceD. inherent dramaE. refutationalMany rational motives can be used as the basis for advertising appeals, including comfort, convenience, economy, health, and sensory benefits such as touch, taste, and smell.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the deve lopment and implementation of an advertising message.Topic: Advertising Appeals 8. (p. 293)The content of advertising with _____ emphasizes facts, learning and the logic of persuasion.A. emotional appealsB. informational appealsC. transformational appealsD. subliminal appealsE. irrational appealsInformational/Rational appeals focus on the consumer's practical, functional, r utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand. The content of these messages emphasizes facts, learning, and the logic of persuasion.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 9. (p. 293)Which of the following statements is true about informational/rational advertising appeals?A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories.B. These types of appeals work well for products but not for services.C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment.D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment.Informational/rational ads create feelings, images, beliefs, and meanings about the product or service. The particular features, benefits, or evaluative criteria that are important to consumers and can serve as the basis of an informational/rational appeal vary from one product or service category to another as well as among various market segments.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising mess age.Topic: Advertising Appeals 0. (p. 294)An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal.A. newsB. favorable priceC. featureD. popularityE. emotionalAds that use a feature appeal focus on the dominant traits of the product or service.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 11. (p. 94)Which of the following statements is true about feature appeals?A. They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.B. They are never used for technical and high-involvement products.C. They can be used for advertising a product but not a service.D. They never focus on attributes or benefits that are important to consumers.E. They stre ss upon the popularity of a product or service by pointing out the number of consumers who use the brand and the number who have switched to it.Ads using feature appeals tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 12. (p. 294)To announce sales, special offers, or everyday low prices, retailers often use a _____ appeal.A. unctionalB. popularityC. favorable priceD. transformationalE. productivePrice appeal advertising is used most often by retailers to announce sales, special offers, or low everyday prices.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types o f appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 13. (p. 294)A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices.The computer manufacturer will probably use _____ appeal to announce the breakthrough.A. favorable priceB. emotionalC. newsD. popularityE. transformationalNews appeals are those in which some type of news or announcement about the product, service, or company dominates the ad. This type of appeal can be used for a new product or service or to inform consumers of significant modifications or improvements.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 14. (p. 294)Aleve ran a series of ads showing everyday people having to deal with minor art hritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal.A. emotionalB. competitive advantageC. fearD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 15. (p. 294)The Glad trash bag campaign, which used the slogan â€Å"Don't get mad. Get Glad,† tells the reader that Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal.A. emotionalB. competitive advantageC. fearD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 16. (p. 294)The ad for ‘TDAmeritrade' investment bank states that the company is â€Å"Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor. † The ad is using a(n) _____ appeal.A. emotionalB. ompetitive advantageC. featureD. favorable priceE. transformationalWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various ty pes of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 17. (p. 294)Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals.A. featureB. newsC. priceD. product popularityE. genericAds that use a feature appeal focus on the dominant traits of the product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 18. (p. 294)  A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes.A. featureB. popularityC. competitive advantageD. technicalE. newsWhen a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another brand (or bran ds) and usually claims superiority on one or more attributes.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 19. (p. 294)Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years.This is an example of a _____ appeal.A. featureB. favorable priceC. newsD. product popularityE. genericProduct/Service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 0. (p. 294)Intuit, a computer software company, runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software. This is an example of a(n):A. emotional appeal.B. teaser appeal.C. product popularity appeal.D. transformational appeal.E. favorable price appeal.Product/service popularity appeals stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 21. (p. 295)Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.A. informationalB. rationalC. irratio nalD. emotionalE. featureEmotional appeals relate to the customers' social and/or psychological needs for purchasing a product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 22. (p. 296)Which of the following statements provides a reason for why marketers use emotional appeals?A. The favorable feeling created by the appeal may transfer to the brand.B. Emotional appeals focus on the consumer's practical, functional, or utilitarian need for the product or service.C.Emotional appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their needs.D. Emotional appeals persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs.E. Emotional appeals are easy to execute and cost less than rational appeals due to lack of creativity.Research shows that positive mood states and feelings created by advertising can have a favorable effect on consumers' evaluations of a brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 23. (p. 296)Advertisers create emotional advertising appeals by using:A. comparative advertisements.B. feature appeals.C. transformational advertising.D. news appeals.E. popularity appeals.One reason for using emotional appeals is to influence consumers' interpretations of their product usage experience. One way of doing this is through what is known as transformational advertising.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can b e used in the development and implementation of an advertising message.Topic: Advertising Appeals 24. (p. 296)Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on:A. informational integration.B. rational integration.C. mood transfer.D. emotional integration.E. outcome integration.Kamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service. Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message. Topic: Advertising Appeals 25. (p. 96)An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal.A. informational integrationB. rational integrationC. mood transferD. emotional integrationE. outcome integrationKamp and Macinnis note that commercials often rely on the concept of emotional integration, whereby they portray the characters in the ad as experiencing an emotional benefit or outcome from using a product or service.Ads using humor, sex, and other appeals that are very entertaining, arousing, upbeat, and/or exciting can affect the emotions of consumers and put them in a favorable frame of mind.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the de velopment and implementation of an advertising message.Topic: Advertising Appeals 26. (p. 296)Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads.A. rationalB. transformationalC. nostalgicD. affectiveE. informationalTransformational ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it, transforming their interpretation of the usage experience.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 27. (p. 297)  _____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting.A. InformationalB. Competitive advantageC. TransformationalD. ImageE. RationalTransformational ads make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained solely from an objective description of the advertised brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 28. (p. 297)Transformational advertising can differentiate a product or service by:A. convincing a consumer of the superior performance of a brand.B. aking the consumption experience more meaningful, exciting and enjoyable.C. making a consumption experience last longer.D. showing performance superiority of one brand over another.E. proving brand superiority.Transformational advertising can help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 29. (p. 297)The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the â€Å"My bologna has a first name† jingle. This example of _____ advertising won America's heart and stomach.A. competitive advantageB. refutationalC. transformationalD. transactionalE. rationalTransformational advertising can help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 30. (p. 297)Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through:A. image advertising.B. television infomercials.C. CEO spokesperson press releases.D. banner advertising.E. rational advertising.Image advertising, which is designed to give a company or brand a unique association or personality, is often transformational in nature.For example, the Lambesis agency has created a unique image for SKYY vodka by creating ads that associate the brand with cinematic-inspired cocktail moments. (Refer: Exhibit 9-6)AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 31. (p. 297)  _____ is designed to give a company or brand a unique association or personality and is often transformational in nature.A. Rational advertisingB. Image advertisingC. Feature appealsD.Transactional advertisingE. Brand immoralityImage advertising is designed to give a company or brand a unique association or personality, is often transformational in nature.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 32. (p. 297)  Rational and emotional advertising appeals:A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention.B. are essentially the same.C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives.D. are used together only for low-involvement products.E. can be combined only for products and not for services.Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both elements in developing effective advertising.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze va rious types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 33. (p. 298)The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as:A. focus group research.B. transformational research.C. emotional bonding.D. psychographics.E. ethnographics.McCann-Erickson Worldwide, in conjunction with advertising professor Michael Ray, developed a proprietary research technique known as emotional bonding. This technique evaluates how consumers feel about brands and the nature of any emotional rapport they have with a brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 34. (p. 298)According to McCann-Erickson's concept of emot ional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the:A. emotional ties he or she has with the product and/or brand.B. brand personality.C. product benefits.D. self-actualization motives for purchasing.E. self-esteem motives that will be affected by the purchase.The basic concept of emotional bonding is that consumers develop three levels of relationships with brands. The most basic relationship indicates how consumers think about brands in respect to product benefits.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 35. (p. 298)Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand.A. roduct rankB. personalityC. product featuresD. unique selling propositionE. market rankThe basic c oncept of emotional bonding is that consumers develop three levels of relationships with brands. At the second stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to compliant and timid.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 36. (p. 298)Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand.A. product benefitB. personalityC. product featuresD. unique selling propositionE. market rankThe basic concept of emotional bonding is that consumers develop three levels of relationships with brands. At the second stage, the consumer assigns a personality to a brand. For example, a brand may be thought of as self-assured, aggressive, and adventurous, as opposed to complian t and timid.AACSB: Reflective ThinkingMcCann-Erickson researchers believe the strongest relationship that develops between a brand and the consumer is based on feelings or emotional attachments to the brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 38. (p. 299)Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising.A. teaserB. reminderC. repetitiveD. popularityE. brandstandingNot every ad fits neatly into the categories of rational or emotional appeals. For example, ads for some brands can be classified as reminder advertising, which has the objective of building brand awareness and/or keeping the brand name in front of consumers.AACSB: An alyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 39. (p. 99)Hershey's advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____ advertising.A. transformationalB. reminderC. rationalD. emotional integrationE. teaserWell-known brands and market leaders often use reminder advertising to maintain top-of mind awareness among consumers in their target markets. For example, marketers of candy products often increase their media budgets and run reminder advertising around Halloween, Valentine's Day, Christmas, and Easter.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 40. (p. 299)Ads for Oneida flatware are frequent, show a piece of Oneida flatware, the headline, â€Å"ONEIDA,† and the slogan â€Å"Your table is ready† in small print. This type of ad is intended as _____ advertising.A. transformationalB. reminderC. rationalD. emotional integrationE. favorable priceWell-known brands and market leaders often use reminder advertising to maintain top-of mind awareness among consumers in their target markets.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 41. (p. 300)_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.A. ReminderB. TeaserC. RationalD. ComparativeE. Feature appealAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosi ty, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 42. (p. 300)Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another. This is an example of _____ advertising.A. reminderB. teaserC. transformationalD. favorable price appealE. news appealAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation o f an advertising message.Topic: Advertising Appeals 43. (p. 300)When Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising.A. reminderB. transformationalC. teaserD. emotionalE. cognitiveAdvertisers introducing a new product often use teaser advertising, which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it.AACSB: AnalyticBloom's: ApplyDifficulty: Hard LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 44. (p. 301)Which of the following statements is true about the use of teaser advertising?A.They cannot be used to draw attention to and generate publicity for an upcoming advertising campaign.B. They do not work well because consumers really do not pay much att ention to advertising.C. They can be effective but marketers must be careful not to use them too long.D. They usually offend consumers.E. They have the objective of building brand awareness by keeping the brand name in front of the customers.Teaser campaigns can generate interest in a new product, but advertisers must be careful not to extend them too long or they will lose their effectiveness.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-01 To analyze various types of appeals that can be used in the development and implementation of an advertising message.Topic: Advertising Appeals 45. (p. 302)The argument by famous advertising copywriter David Ogilvy that â€Å"what you say in advertising is more important than how you say it† suggests that:A. advertising appeal is more important than the way it is executed.B. advertising execution is more important than the appeal.C. advertising appeals and executions are equally important.D. advertising execution is more important than message content.E. the product is more important than the creative appeal.In his famous book on the advertising industry, Madison Avenue, Martin Mayer notes Bernbach's reply to David Ogilvy's rule for copywriters that â€Å"what you say in advertising is more important than how you say it. † Bernbach replied, â€Å"Execution can become content, it can be just as important as what you say†.AACSB: AnalyticBloom's: UnderstandDifficulty: Medium LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 46. (p. 302)An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n):A. straight-sell or factual message.B. demonstration.C. testimonial.D. dramatization.E. animation of key benefits approach.One of the most basic types of creative exec utions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 47. (p. 302)Straight-sell message executions are commonly used with _____ advertising appeals.A. informationalB. emotionalC. teaserD. transformationalE. emotional integrationStraight sell or factual message type of execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertis ing Execution 48. (p. 302)A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising.A. straight-sellB. transformationalC. testimonialD. teaserE. refutationalOne of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 49. (p. 302)The ad for TDA meritrade investment company opens with the statement, â€Å"You can't plan for tomorrow if you don't know where your money is today† and continues with a lot of information about investment and its benefits. This indicates that the ad is an example of _____ advertising.A . straight-sellB. transformationalC. testimonialD. teaserE. efutationalOne of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 50. (p. 303)When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used.A. dramatizationB. slice-of-lifeC. scientific evidenceD. testimonialE. animationIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB: Analytic Bloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 1. (p. 303)In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, â€Å"A year of incidental sun equals baking for a week at the beach! † This is an example of a(n) _____ execution.A. dramatizationB. slice-of-lifeC. technical evidenceD. testimonialE. animationIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 52. (p. 303)An ad for Lipton tea states that according to laboratory research, â€Å"a serving of tea has more antioxidants than a serving of carrots or broccoli. † Which type of ad execution is being used in this example?A. DramatizationB. TestimonialC. Scientific/technical evidenceD. Slice-of-lifeE. ComparisonIn case of scientific/technical style of execution, advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 53. (p. 303)Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?A. ComparisonB. Demonstratio nC. Scientific evidenceD. Straight-sellE. AnimationDemonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 54. (p. 303)An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can get out of the vehicle.Which ad execution technique is being used in this ad?A. ComparisonB. DemonstrationC. Scientific evidenceD. Straight-sellE. TestimonialDemonstration advertising is designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 55. (p. 03)When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used.A. dramatizationB. slice-of-lifeC. animationD. demonstrationE. testimonialMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 56. (p. 303)Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships. This is an example of which type of advertising execution?A. Slice-of-lifeB. TestimonialC. Demonstr ationD. Scientific evidenceE. DramatizationMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 57. (p. 303)In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. These ads are an example of the use of what type of execution?A. ComparisonsB. Slice-of-lifeC. HumorD. TestimonialE. DemonstrationMany advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it.AACSB: Reflective ThinkingBloom's: A pplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 58. (p. 304)Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an):A. comparison.B. endorsement.C. demonstration.D. straight sell.E. slice-of-life.Many advertisers prefer to have their messages presented by way of a testimonial, where a person praises the product or service on the basis of his or her personal experience with it. A related execution technique is the endorsement, where a well-known or respected individual such as a celebrity or expert in the product or service area speaks on behalf of the company or the brand.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the a dvertising situations where they are most appropriate.Topic: Advertising Execution 59. (p. 304)A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as:A. endorsement.B. slice-of-life.C. theater style.D. a testimonial.E. a demonstration.A widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 60. (p. 304)A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply thr owing them in a washer and adding Tide. The ad creator used which execution style?A. DramatizationB. Slice-of-lifeC. Slice-of-deathD. TestimonialE. DemonstrationA widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser's product or service can resolve the problem.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 61. (p. 304)An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has â€Å"Dozens of sporting diversions for the entire family. † Then under that statement it reads, â€Å"Translation: guilt-free golf. † The ad creator used which execution style with this ad?A. EndorsementB. Slice-of-lifeC. Slice-of-deathD. TestimonialE. DemonstrationA widely used advertising format, particularly for packaged-goods products, is the slice-of-life execution, which is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser's product or service can resolve the problem.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 62. (p. 304)Which of the following statements is true about the use of slice-of-life executions?A. Slice-of-life executions are very inefficient in business-to-business advertising.B. To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter.C. Slice-of-life executions work well only for advertising for consumer products with perceived homogeneous qualities.D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate.E. Slice-of-life or problem/solution execution approaches are limited to consumer-product advertising.Many advertisers prefer slice-of-life style because they believe it is effective at presenting a situation to which most consumers can relate and at registering the product feature or benefit that helps sell the brand.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 63. (p. 304)An advertising execution technique used by business-to-business marketers depicting the negative conseq uences of making incorrect purchase decisions is referred to as:A. problem-solution execution.B. slice-of-death advertising.C. slice-of-life advertising.D. a response-stimuli execution.E. informational advertising.Slice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 64. (p. 04)An ad for Novell solutions targeted to businesspeople was headlined, â€Å"ERP: Sound made by CIO when people see data they shouldn't. † The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad?A. A problem-solution executionB. Slice-of-dea th advertisingC. Slice-of-life advertisingD. A response-stimuli executionE. Informational advertisingSlice-of-death execution style is used in conjunction with a fear appeal, as the focus is on the negative consequences that result when businesspeople make the wrong decision in choosing a supplier or service provider.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 65. (p. 305)An advertising execution technique that is particularly popular for creating commercials targeted at children is:A. slice-of-life.B. demonstration.C. testimonial.D. scientific evidence.E. animation.Cartoon animation is especially popular for commercials targeted at children.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 66. (p. 305)A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use?A. DramatizationB. TestimonialC. AnimationD. Straight-sellE. Slice-of-deathAn advertising execution approach that has become popular in recent years is animation. With this technique, animated scenes are drawn by artists or created on the computer, and cartoons, puppets, or other types of fictional characters may be used.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 67. (p. 305)Mr. Peanut from the Planters Nut Company's ads is an example of advertis ing that uses _____ execution techniques.A. informational/rationalB. demonstrationC. fantasyD. personality symbolE. behavioral appealAdvertising execution involves developing a central character or personality symbol that can deliver the advertising message with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB: Reflective ThinkingBloom's: ApplyDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 68. (p. 05)_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified.A. DemonstrationB. TestimonialC. Personality symbolD. FantasyE. Slice-of-lifeOne type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 69. (p. 305)  Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years. This is an example of:A. testimonial advertising execution technique.B. demonstration advertising execution technique.C. personality symbol advertising execution technique.D. slice-of-death advertising execution technique.E. imagery advertising execution technique.Advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Personality figures can also be built around animated characters and animals.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 70. (p. 306)  _____ is an advertising execution technique often used for emotional appeals.It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation.A. Image advertisingB. DemonstrationC. Slice-of-lifeD. AnimationE. Competitive advantageImagery ads are the basis for emotional appeals that are used to advertise products or services where differentiation based on physical characteristics is difficult, such as soft drinks, liquor, designer clothing, and cosmetics. An imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.AACSB: AnalyticBloom's: Un derstandDifficulty: Medium LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 71. (p. 306) Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a Utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a(n) _____ execution style to get the audience to envision themselves in Timber Land.A. imageryB. demonstrationC. slice-of-lifeD. animationE. competitive advantageAn imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 72. (p. 307)  Dramatization is particularly well suited for which type of medium?A. TelevisionB. NewspapersC. RadioD. MagazinesE. Direct mailAn execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 73. (p. 307)  _____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad.A. Slice-of-lifeB. AnimationC. DramatizationD. TestimonialE. ImageryAn execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB: AnalyticBloom's: RememberDifficulty: Easy LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 74. (p. 307)The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, â€Å"Your kids need a carefree Colorado vacation as much as you do. † This is an example of the:A. dramatization technique.B. testimonial technique.C. fear technique.D. personality symbol technique.E. scientific evidence technique.An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star.AACSB: Reflective ThinkingBloom's: AnalyzeDifficulty: Hard LearningObjective: 09-02 To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.Topic: Advertising Execution 75. (p. 307)An ad for Ford Focus shows four college-aged students hunting for a parking place in a large, nearly full parking garage. When they finally find a spot and put the car in place, they discover that it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n):A. dramatization with a humorous appeal.B. animation with the intent of creating a personality brand.C. slice-of-life with a fear appeal.D. demonstration with an emotional appeal.E. straight sell with a humorous appeal.An execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or service as the star. Humorous ads add an element of humor in the ad.

Knowledge Acquisition

Knowledge is obtained through different sources. Personal experiences, tradition, authority and intuition are factors in helping one acquire knowledge. In the human services discipline, these areas are essential in learning how knowledge is attained. Carper’s (1978) four types of knowledge best explain how personal experiences, tradition, authority and intuitions are essential in knowledge acquisition. First and foremost, ethical knowledge pertains to moral issues and one’s judgment based on professional principles and values. Intuition usually tells an individual when an action or event is deemed acceptable by society or not. In the field of human services, it is important to know what is morally good and bad and this can be considered as the strength of ethical knowledge. It helps a human services practitioner determine the action that would result to the improvement of the person’s well-being. However, this is contrary to the characteristics of science which entitles one to be objective wherein biases or value judgments are removed from the scientific process. Human services is a science wherein knowledge is obtained through systematic observations (Monette, Sullivan & De Jong in Hutchison, 2003). Second, aesthetic knowledge is concerned with the art of the disciplines. These arts may be in the form of a systematic process that a practitioner follows in her field (Carper in Walsh and Wigens, 2003). In this case, it can be perceived that the discipline of human services is rigid and static. On the contrary, as a science, it is an open-ended practice wherein discoveries and ideas continue to occur over time. Tradition best exemplifies this case wherein negates the idea that remains the same over time rather, it is dynamic. Third, personal knowledge is obtained from one’s experiences and interactions with his environment (Carper in Walsh and Wigens, 2003).   Personal experiences help one acquire values and biases that he applies to his daily life. It can be argued that personal knowledge cannot be a basis for knowledge because it is not systematic and not based on empirical findings. However, in the discipline of human services, this type of knowledge is essential in understanding behavior and actions of individuals. Lastly, empirical knowledge is based on observations and experimentations. In other words, it is founded on hard data and it is considered a fact. It is acknowledge that the field of human services is a science that strongly relies on empirical data. Since it is such, it is also a transformative process or a never-ending cycle that is constantly tested and questioned (Monette, Sullivan & De Jong in Hutchison, 2003). Facts and information are constantly updated in order to make them more accurate and correct. This is needed in the field of human services because human behavior actions and their meanings are not static. Overall, the four types of knowledge that is applied in the discipline of human services complements and is further reinforced by the characteristics of science. Its being a science does not contradict knowledge acquisition, rather, it strengthens the field in terms of dynamicity, accurateness and precision in gathering information and data. References Hutchison, Elizabeth. (2003). Dimensions of Human Behaviour: Person and Environment. UK: Sage Publications. Walsh, Mark and Lynne Wigens. (2003). Introduction to Research. UK: Nelson Thornes.

Describing the morphology and behavior of gorilla, white-handed gibbon Essay

Describing the morphology and behavior of gorilla, white-handed gibbon and bolivian grey titi monkey - Essay Example Most gorillas are diurnal and forage mostly on ground from sunrise to nightfall. They usually feed in the mornings and afternoons with a long mid-day break and rest in between. There is little aggression amongst members of the same family. Western gorilla shows visual signs through facial expressions. They exhibit around 22 distinct sounds; barks, grunts, hoots and screams. Hoots could be contact call to tell forest location. Gorillas displays quadrupedal knuckle walking. Mountain gorillas are totally folivorous whereas wild gorillas are vegetarians but captive gorillas readily eat meat. This is a primate whose fur coloring varies from dark-brown and light-brown to black, sandy colours. The feet and hands are white; likewise there is a ring of white hair surrounding the black face. They are literally aerial acrobats.Gibbbons are predominantly brachiators, moving through the forest by swinging from one branch to another by the use of their arms. It has curved fingers, very long arms, elongated hands, short legs. Although they rarely come to the ground, while down they walk bipedally raising their arms above their heads. Gibbons have got tough, bony padding on their buttocks called ischial callosities. Gibbons are frugivorous.The white handed gibbons are arboreal and diurnal. White handed gibbons protect their family groups by warding off the rest of the gibbons by their calls. Every morning each family gathers on the territorial edge and starts a â€Å"great call†, which is a duet between the mating pair.This is their way of communication. The Bolivian titi is a species of titi. It is from eastern Bolivia and a tiny territory of Brazil. The Bolivian titi is diurnal, cryptic and lives in small groups of families. It is monogamous in nature and mates for life and stays in groups that are made up of 2 to 7 members; some 5 young ones and 2 adults. There

Computer Based Training (CBT) Essay Example | Topics and Well Written Essays - 250 words

Computer Based Training (CBT) - Essay Example Many of them are utilising computer based training. Why is this so? According to Business & Legal Minds, Incorporation (2005), human interaction remains an intricate part of workplace training. Nevertheless, computer based training avails the technological solution to traditional types of training. It is said to improve these traditional types of training. Computer based training varies from text-only programs to using CD-ROM, and to virtual reality programs. Companies and organizations are using this type of training because it can be customized according to the needs of the individual employee. It is also avails the employees with a choice. That is; they learn, when, how, and where they want. To many companies, it is cost-effective as many employees can use a single equipment. They also allow employees to learn at their convenience. The interactive mode of some programs makes it an interesting training program for employees. Most importantly, the employee progress can be tracked. Some of the programs have post-exams that permit companies to know i f the employee has comprehended the training. The score avails a good parameter for the trainer to evaluate the effectiveness of the training program. Hence, companies are choosing computer based training over other training methods due to the advantages it is availing along with its association with the modern world where society is becoming more and more technologically advanced (Business & Legal Reports, Inc.,

Case Presentation Pathophysiology Research Paper

Case Presentation Pathophysiology - Research Paper Example Coronary artery disease mostly occurs due to atheroma formation and its complications like thrombosis and rupture of atheroma. The arteries can also becomes diseased due to other conditions like polyarteritis, aortitis, connective tissue disorders, congenital anomalies like anamolous coronary artery origin, coronary artery malformation and fistula formation (Zevitz, 2006). Atheroma or atherosclerosis is the patchy focal deposition of plaques in the intima of the arttherosclerosis can affect any artery in the body and coronary arteries are at maximum risk for development of the disease (Maseri et al, 1992). Atherosclerosis begins to develop in the second or third decade of life. Thereafter it gradually progresses. Monocytes which circulate in the blood migrate into the intimal layer of the arteries. After reaching there, they take up low density lipoproteins after oxidization in the plasma. These are then known as lipid-laden foam cells (Zevitz, 2006). When these foam cells die, lipid s are released which develop fatty streaks on the intimal wall. This triggers migration and proliferation of the smooth muscles of the artery wall to form plaques. Over a period of time, collagen rich fibrous tissue surrounds the plague and forms mature fibrolipid plague. These plagues are dangerous because they can either rupture or create a fissure on the intima, allowing blood to enter the fissure. Entry of blood causes disruption of the arterial wall which leads to compromise of vessel lumen, thrombosis and also vasospasm, all of which contribute to decreased blood flow through the vessel. Rarely, the rupture of vessel can cause complete occlusion of the artery resulting in acute coronary artery syndrome (Zevitz, 2006). There are several risk factors which can cause ischemic heart disease, the most which is advanced age. This is because; as the age progresses, the size and the number of plaques increase. Other risk factors include male sex, family history of ischemic heart disea se, hypercholesterolemia, hyperlipidemia, smoking, obesity, hypertriglyceridemia, hyperfibrinogenemia, sedentary lifestyle, diabetes, hypertension, low levels of antioxidants, and poor eating habits (Zevitz, 2006). Ischemic heart disease can manifest as one or more of the following: angina, heart failure, myocardial infarction, arrhythmias and sudden death. Of these angina and myocardial infarction are common. Angina occurs due to imbalance between oxygen demand and blood supply to the heart muscle. The most common manifestation of angina is chest pain (Alaeddini and Shirani, 2006). Angina is caused due to chemical and mechanical stimulation of the sensory afferent nerve endings in the myocardium and coronary arteries. The main mediator of angina is adenosine (Alaeddini and Shirani, 2006). Whenever atherosclerotic plaque decreases the lumen by atleast 50 percent, angina manifests whenever there is increased oxygen demand. When more than 90 percent is blocked, angina manifests even i n rest (Alaeddini and Shirani, 2006). Investigations useful to diagnose angina are graded exercise stress test, stress echocardiography, myocardial perfusion scintigraphy tests, Coronary artery calcium scoring, electrocardiogram, stress electrocardiogram, ambulatory electrocardiogram, selective coronary angiography and intra-aortic balloon counter pulsation. Main treatments include nitroglycerine, betablockers, calcium channel blockers,

Question 1&2&3 Essay Example | Topics and Well Written Essays - 750 words

Question 1 - Essay Example This takes the form of controlling cargo storage and distribution via the most relevant ways. Product quality is fundamental to the undertaking of these activities, and therefore only the best company in terms of its logistics is chosen. c) Internal coherent and competent logistics should be accounted for in considering any given company. Such a company should be pursuing entries into newly opened market opportunities. Resource portfolio of the company is important in determining the strategy to adopt. Where resources are not adequate, internal strategies may be adopted, but this may consequently necessitate outsourcing some well-defined operations to a third party within the same level of logistics as the outsourcing company. d) A recent entrant company in the manufacturing industry makes a good choice. Such a company undertakes vigorous activities in its operations in a bid to improve the output level. The principle focus here is the product design, manufacturing process and the vo lume of product sales. Cargo handling in both storage and distribution of raw materials and final products is handled by an external party through outsourcing arrangements. Question 2 a) Quick response: This is a system in which decision pertaining to amounts of orders and times of replenishment are made by the retailer. On the other hand, POS data analysis is handled by the supply side. The importance of data analysis by suppliers is that it allows for an effective means though which future predictions can be made, consequently making it possible to make plans and schedules of production. A quick response is best suited for newly interacting retailer-supplier, where each is uncertain about the other. Inventories are controlled by the retailer, although POS data availed to suppliers can improve their operational performance. Lack of adequate resources to affirm the relationship between the retailer and the supplier necessitate quick response practices. b) Continuous replenishment: P OS data are made available to the vendors through this system. This provision is tailored towards the realization of shipment activities that are further necessary in the maintenance of a desired inventory characteristic. Shipping frequency is agreed upon at an earlier stage and all the guidelines to the system outlined in order to ensure that the inventory exhibits the required characteristics and amounts. This system strikes a balance between quick response and Vendor-Managed Inventory system. In this case lesser risks are taken relative to VMI, and at the same time, retailer-supplier relationship is well defined in this system as opposed to quick response system. c) VMI (Vendor-Managed Inventory system): Levels of inventory to maintain in the system are solely determined by the suppliers. Policies are formulated and implemented to ensure that the agreed upon inventory levels are observed. Replenishments in this system are taken care of by the vendors. This replenishment managemen t by the vendors does not take place automatically; rather, it is the retailers that charge the vendors with a full responsibility to do that. VMI system is complex, and a strong buyer-seller relationship need to be upheld. An effective VMI system realizes a general system saving, contrary to the other two types of retailer-supplier partnerships. Question 3 The manufacturing company is undergoing pressure from the retailer in regard to delivery and

The legal rules and regulations Assignment Example | Topics and Well Written Essays - 750 words

The legal rules and regulations - Assignment Example Different ethical theories studied in chapter 3 include the ethical decision-making theory of utilitarianism as well as deontology and theories of ethical actions such as virtue ethics. The theory that has appealed to me the most is the ethical decision-making theory of utilitarianism. The theory provides a guideline for managers for making ethical decisions. The guidelines state that in order to make ethical decisions a manager needs to view each decision associated with an issue from the lens of cost. In order to ensure that the decision that a manager is taking is ethical, the manager should select the decision which is offering the highest number of benefits and lowest number of costs to the overall society. I am quite attracted by this ethical theory because it promotes the idea that ethical decisions are those that benefit a higher percentage of the population and does not benefit a few powerful individuals who are in the decision making positions. It promotes the idea of viewi ng the society as a whole and not as different parts that are independent of each other. It can even be considered unethical under the light of virtue ethics. Abortion is one of those practices that have been heavily debated in the profession of healthcare due to the ethical issues associated with it. Abortion is a legal practice in several nations and the USA has even rendered it legal during the initial stages of pregnancy. But, this very act is considered as unethical by many and several stakeholders are completely against it.

AStronomy Discoveries Research Paper Example | Topics and Well Written Essays - 1000 words

AStronomy Discoveries - Research Paper Example Scientists like Carl Sagan and Stephen Hawking have hypothesized that it would be improbable for life  not  to exist somewhere other than the earth relying on the vast size and consistent physical laws of the observable Universe (Steiger and White, 3-4). The existence of life on the earth is based mainly on the biochemical reactions and bonds of 6 elements, namely, carbon, hydrogen, nitrogen, oxygen, phosphorous and sulphur. The distance of earth from its star and its atmospheric conditions, and most importantly, the presence of water make the ‘blue-planet’ inhabitable (Sol Company, Inc). Presence of a liquid, though not water, is basal for life to sustain wherever on the universe, that’s what our scientists have figured out. Complex chemical reactions that form the foundation of life require some liquid to take place. But, liquid state is one of the rarest on the universe, because, holding a liquid in space is improbable in vacuum. In our convictions, these c onditions are necessary for life to exist anywhere. Man couldn’t find any other celestial body with such conditions till date. So, the quest still remains. Extraterrestrial life was there in man’s imagination from long back, and this was mentioned in many mythologies and books of ancient civilizations. But, it was only in the recent past when man got some believable clues regarding this. The most convincing tip about alien life was the fossil evidence of bacterial life within some meteorites collected from Antarctica, Siberia, Alaska etc. There were claims about having seen a UFO from different parts of the world. Some paranormal radio signals also cemented man’s doubts on extraterrestrial life. According to Corfield, mars has long been suspected for the presence of life, from 17th century onwards, when Christian Huygens discovered a strange feature known as Syrtis Major on its surface (186-188). But no one could put forward confirmable evidence in this regard. Such clues and hypothesis have rocketed up man’s eagerness to continue the quest for extraterrestrial life. Space organizations in various countries are doing extensive research on astrobiology. Probe teams are sent to many planets and their satellites for investigation and collecting materials. Amounts spent by governments on this subject are vast and often criticized largely for the inaccuracy of the outcomes. In my opinion, allotting huge amounts in this regard is not a wise thing to do, because chances for existence of an alien civilization which our race can set up communication with are unconvincingly rare. But, ceasing these long driven projects is also not a wise thing, because, a wondrous discovery of a species on some other planet may bring about a huge boost to our innovative researches. May be, some micro-organisms hopefully discovered outside the earth will be of utility in making antibiotics for many diseases which we have not yet been able to eradicate. They ma y generate some hybrid compounds which can give us chemicals which may be usable in agriculture or industry. Such discoveries may lead to some solutions to our problems regarding global warming and climate change. But, it will be good for us to think about a situation when a more intelligent and developed civilization than ours coming into contact with our planet; its

Critical Thinking 1 Essay Example | Topics and Well Written Essays - 250 words

Critical Thinking 1 - Essay Example This factors in the environment, capacity and the choices made for the baby. 2-Should parents be given the opportunity to choose the specific physical and psychological characteristics of their children? Why or why not?   Parents should not be given the opportunity to choose the specific physical and psychological characteristic of their children as this prerogative will have serious set-backs when abused. First, it may be used for trivial matters like the purpose of aesthetics like being taller which was not present in the genes of both parents. Second, it will inadvertently alter the human species as it will be altering the genetic blueprints of babies which will be passed on to untold succeeding generations which were not there to begin with. Lastly, it would furtherly polarized society. As genetic engineering can remove the genes that causes diseases, such privilege will only be made available to those who can afford it while the rest of society, which is majority, will be furt herly degraded as prone to disease. Other privileges and advantage in life which is enhanced by superior genes will only be confined to those who have. Everybody should have an equal chance in life in a genetic level and parents cannot act like God even if they mean the best for their children.

The immigrants by Margaret Atwood and Borders by Thomas King Essay

The immigrants by Margaret Atwood and Borders by Thomas King - Essay Example When asked of her citizenship, she always declares that she is a â€Å"Barefoot.† It takes her and her son days to pass through the borders going to Salt Lake City because of her unwillingness to identify herself as a Canadian. She also brings a lot of food to avoid buying from convenience stores and dresses up in their old ways because she did not want â€Å"crossing the border looking like Americans† (King 133). The narrator observes his mother’s resistance of acculturation and allows her to do what she likes. He can guess what she is about to tell the immigration personnel but never contradicts her even though her manners would cause a big delay. The mother’s attitude is opposed to her daughter’s. Laetitia, shows clear signs of acculturation. The latter is more lenient and ready for assimilation because she claims that her â€Å"Dad’s American† (King 131). She likes living in Salt Lake City on her own, and boasts about the city’s improvements with her mother. Despite her defiance of acculturation, the mother is not totally against other cultures. The fact that she marries an American illustrates her openness to assimilation. Likewise, she pays a visit to her daughter to see Salt Lake City and buys Mel from duty free a souvenir hat as a sign of friendship. Nevertheless, while the persona expresses resistance to assimilating the immigrants’ culture or behavior, she admits the fact that she herself is an immigrant, saying, â€Å"I wish I could forget them/and so forget myself† (Atwood 31). This means that while she loathes the immigrants, she recognizes her complete assimilation and acculturation to an identity that other American immigrants have established. By forgetting the immigrants she observes, she could then forget herself. This implies that the narrator despises the thought of being an immigrant as it reminds her of her own lack of identity. The persona attempts to show contrast between her and the immigrants as she

Patch Adams Relection Paper Essay Example for Free

Patch Adams Relection Paper Essay The movie Patch Adams is a truly inspiring movie for all those who wish to become doctors. The reason I enjoyed the movie, as is for most people, is the character and attitude portrayed by the lead actor Robin Williams. His role in the movie is both fascinating and inspiring. He was a man who, although initially considered himself to sick and suicidal, became one of the greatest flames in the medical history. The part that truly inspires me is his passion. There are very few people in the field today who work out of passion and love. In the process of learning every disease, cure and treatment know to man kind, medical students and doctors tend to forget that they are not treating machines but human beings who deserve not just their attention but also their compassion and sympathy. While I was watching the movie I realized that to become a doctor u need to work hard and pass your exams, but more importantly what u need is the interest and desire to really learn and put the acquired knowledge to use. I realized that if one has the passion and desire, then everything will automatically fall into place. I realized that by scoring the highest in your exams or by mastering every word in the book you only become a doctor. To become a great doctor what you need is passion, dedication and, most important of all, compassion. Another thing that I realized while watching the movie is the need to be open minded and to adapt. The field of medicine is an ever growing, ever developing one. With every passing day there is some or the other new disease or treatment. We have to keep our minds open to all such developments and accept the changes. I also learnt that this open mindedness is important not only in the theoretical knowledge we acquire but that practical life we live. One, no matter how high a position they acquire in the field, should always be open to change and suggestions because the only thing constant in life is change. In fact this movie reminded me of something my dad always tell me, â€Å"look at life through the eyes of a child and live each day like it is either your first or your last. If you can do this then what you have in you is not just focus and concentration but also passion, and an open mind and the willingness to learn.†

The Green Programs Of Marriott International Corporation Tourism Essay

The Green Programs Of Marriott International Corporation Tourism Essay Since 1987, the concept of sustainability was mentioned on a coordinated international platform, the movement towards sustainability had been expanded over the globe. The governmental and non-governmental organizations, corporations and consumers those focusing on exist in harmony are increasingly with the surroundings and environmental footprints. The hospitality industry also not exception, therefore the sustainability concept had begun to gain the momentum in this industry. (Ernst and Young, 2008) Alison Sperry (2010) defined that Going Green is making the daily decisions with responsible that benefits to the environment and also can reduce waste and pollution. This concept also encourages a lifestyle of recycling, using chemical-free products, using the alternative energy sources such as the wind and solar, and reducing the dependency on fossil fuels for energy. Hotel businesses developed and operated by the consumption of significant amounts of natural resources which are affected the sustainability of the natural environment. The field of corporate social responsibility (CSR) therefore, has grown considerably over the last decade due to an increasing number of companies formally recognising the impacts they have on the environment, on society and on the economy (Jones et.al, 2006). Ernst and Young (2008) defined that green: not a black and white issue. The travellers that concerned about the environment were increasingly and they always make their own determination as to what constitutes greenness in the lodging industry. According to Deloitte Survey (2008) showed that, consumers, employees and individual travellers start to concerned more about the hospitality industrys sustainability. Most of the individuals also start to changes their lifestyles and accepting higher green standards for themselves and also to the companies that they cooperate with. Marriott International has more than twenty-year commitment to start the environmental preservation. The Marriott International is working toward a greener, healthier planet and their operating units are employ methods to protect the surroundings of natural and resources (Marriott, 1996 2010). Every year, the Marriott International and its owners had spent around 10 billion just for buy the products and services for its 3,300 hotels around the world. Marriott International also expanding its green hotels and buildings portfolios. Besides that, approximately 275 of Marriotts hotels have received the ENERGY STAR ® label from the U.S. Environmental Protection Agency (Marriott, 1996 2010). Last but not least, Marriott International also was ranked 42nd out of 100 in The Greenest Big Companies on Newsweeks first-ever list. Moreover, Marriott International also gets the 2009 Tourism for Tomorrow Award for Sustainability in the categories of the Global Tourism Business by the World Travel and Tourism Council (WTTC) (Marriott, 1996 2010). The Problem Statement The problem of this topic is about how Marriott International. Inc. practices their going green programs in their properties. Marriott International Corporation is a leading worldwide hospitality company (Marriott, 2010). Currently, Marriott has more than 3100 of lodging properties is in the United States and 65 is in other countries and territories through 17 lodging, and vacation resort ownership brands (Marriott, 2009). Marriott Corporation has more than twenty year commitment with environmental preservation (Marriott, 2010). In 2007, Marriott formed a Global Green Council, a cross-functional team of senior executives that collaborated with Conservation International, a global environmental organization, to evaluate its practices, set long-term goals, develop an environmental strategic plan and catalyze its progress (Marriott, 2010). Five-point Environmental Strategy of Marriott International was developed in collaboration with Conservation International which are includes (Marriott, 2009): Reduce Consumption of Water, Waste and Energy Greener Buildings, expansion of LEED-certified hotels Greening Supply Chain Protecting the Rainforest with Carbon Offsets Employee Guest Engagement Over the last decade, for, the Marriott International corporate organized the Going Green programs which involved in energy conservation by changed 450,000 of the light bulbs with fluorescent lighting, installed around 400,000 low-flow of showerheads and toilets and also introduced the linens reuse programs in their hotels worldwide (Marriott, 2009). Besides that, the Marriotts Retro-Commissioning (MRCx) program, planning process and a comprehensive evaluation that helps their properties which conducted more than 30 of their largest properties become as energy efficient as possible (Marriott, 2009). Through the projects to completed over last few years and those which currently under way, Marriott anticipate saving 12 million kilowatts of power (Marriott, 2009). In general, properties find that after it implement all the recommendations that evolved from an MRCx assessment, it energy costs decrease 5 to 25 per cent, they are also achieving on the average and a payback on their invest ment in just 1.4 years (Marriott, 2009). In the Americas, Marriott achieved a 2.2 per cent reduction per available room (Marriott, 2009). In late 2009, through a partnership with a U.S.-based landscaping company, Marriott adopted a climate-specific approach to landscaping, using native plants and restricted colour palettes to reduce irrigation demands and cut the amount of fertilizer required to keep plants healthy (Marriott, 2009). In 2009, Marriotts landfill waste in the USA totalled 726,993 tons which reflects a 17 per cent reduction from 2007(Marriott, 2009). Additionally, its recycling rate also was increased to 69 per cent and all the header quarters waste also was diverted from the landfill to the waste-to-energy plant (Marriott, 2009). Also, Marriott expanding its existing of Reduce, Reuse and Recycle programs that already in place of 90 per cent of hotels which included guest room and meeting rooms (Marriott, 2009). Forty Marriott International hotels are expected to receive the LEED certification from the USGBC (USGBC, 2010). In addition, Marriott internationals global Headquarters in Bethesda was received the LEED-Existing Building Gold status (USGBC, 2010). Moreover, the U.S. Environmental Protection Agency also had awarded Marriott International for three following years with its Sustained Excellence Award and more than 275 of its hotels also placed the ENERGY STAR ® label (Marriott, 2010). Marriott has teamed up with many Corporation or organizations to help them support their efforts to preserve and protect the environment (Marriott, 2009). For instance, Amazonas Sustainable Foundation (FAS), Conservation International, ENERGY STAR ®, International Tourism Partnership (ITP), and U.S. Green Building Council (USGBC). The Marriotts protecting the rainforest strategy is help to protect 1.4 million of acres in endangered rainforest for the Juma Sustainable Development Reserve (Marriott, 2009). Research Questions The followings are some key questions addressed by his research: Is the Marriott International had practiced the going green? How the Marriott International practiced the going green in this industry? Why the Marriott international will practiced the going green? What level of going green programs of Marriott International? What differences between Marriott Internationals going green program with other companies? Does the going green program increase the income of Marriott International? Research Objectives To answer the above research questions, this study seek to accomplish the following objectives: To investigate going green practiced among all Marriott Internationals properties. To determine how the Marriott International practiced the going green. To determine the reasons of Marriott International practiced the going green. To examine the level of going green practiced among all Marriott Internationals properties. To compare the level of going green with other companies. To determine the advantages and disadvantages of going green in Marriott International. To defined the relation between hospitality industry and CSR. Theoretical/ Conceptual Framework Conceptual Framework Marriott International. Inc. Going Greens Programs The strategies and programs of going green in Marriott International. Inc. Identify the concept and structure of CSR in hospitality industry. The Actions that practices by Marriott International corporate. Theoretical Framework This research mostly searches on the Marriott International Corporate practising the level of going green in most of their properties. The reason why Marriott International become famous in going green program because their organized a lot of events or activities to greening their companies. In the internet or newspaper, we can see that Marriott International corporate organized a lot of activities in greening and get a lot of award internationally in greening program. Besides that, their also is one of the famous go green corporate in the world. Moreover, the going green is not easy to practices in the companies because it need a lot of resources to make it really work. Scope and Limitation This study was carried out among all Marriott International in going green program. The Marriott International, Inc.s operations are grouped into the five business segments which are North American Limited-Service Lodging, North American Full-Service Lodging, Luxury Lodging, International Lodging and Timeshare. This study also for defined the level of go green in Marriott International Corporate by Corporate Social Responsibility (CSR). Significance of the Study The significant of this research proposal is to evaluate the level of going green activities that practices or organized by Marriott International Corporate. According to The New York Times (2009), the Marriott International announced that they would no longer deliver newspapers to every guestroom in the morning. They only will deliver to which guest rooms had requested a newspaper or can pick one up in the lobby. Although that change is arguably as much about saving money more than saving trees. Marriott had assessed that it would reduce the newspaper distribution at its hotels to about 18 million only annually. Furthermore, this research is for acknowledge people around the world to know how important and advantages of going green in hospitality industries now a days. Now, most of the knowledge people are targeting the greening companies to cooperate with than normal companies. This is why more and more companies going to practising greening in their company because followed by the trend of all around the world. CHAPTER TWO Literature Review 2.1 Introduction The literature review will begin with an essential understanding of the key points needed in order to accomplish the aim of the project. The research will be analysed in the literature to help construct an academic structure on the definition and concept of Corporate Social Responsibility (CSR). The literature will also evaluate the purpose of sustainable development in the hospitality industry and its advantages and limitations. One area which has been particularly analysed is the going green programmes that practice by the hospitality industry as it contains most of the key areas. Furthermore, the literature reviews also analysing the views, theories arguments and perspectives of previous authors for assessment. The literature reviews also will finally perform as a source with which to analyse the differing perspectives on these key points identify gaps for argument and highlight key issues associated with going green programme in hospitality. 2.2 Corporate Social Responsibility Definitions and Concepts The field of corporate social responsibility (CSR) has grown considerably over the last decade due to an increasing number of companies formally recognising the impacts they have on the environment, on society and on the economy (Jones et.al, 2006). CSR issues are now being combined into all parts of the business operations. CSR is made in the missions, visions and value statements of companies all around the world (Ofori and Hinson, 2007). Definitions of corporate social responsibility (CSR) have, however, remained an area of deliberation from the concepts very beginnings. A variety of definitions have been framed. The Commission of the European Communities, Brussels (2001, p.6 ) defines CSR as: à ¢Ã¢â€š ¬Ã‚ ¦a concept whereby companies integrate environmental and social concerns in the business operations and in their interactions with their stakeholders on a voluntary basis. Therefore, CSR is not just fulfilling legal responsibilities but may also go beyond compliance to embrace wider social, environmental and economic goals (Brussels, 2001). The concept of CSR is one which has emerged over the last 50 years to occupy a significant role in certain aspects of organisational theory and has only been in wide use since the 1960s (Meehan et al., 2006). CSR was eventually recognised as businesses that are part of society and have the potential to make a positive impact to the social goals (Jones et al., 2006). CSR therefore seems to be synonymous with charitable and voluntary acts by business organisations designed to improve social skills. Conversely, Donaldson and Preston (1995) believe that businesses are not responsible to society but responsible to their stakeholders and view CSR from this perspective. Furthermore, one of most cited definitions of CSR is defined by the World Bank (2003), which defines CSR as the responsibility of businesses to contribute to the sustainable economic development which working with internal stakeholders, the local community, and society to improve the quality of life which is positive for business and development. The similarity among these different definitions of CSR is that companies should engage in CSR behaviour as part of their organisational strategy. Bevan et al. (2004) list nine potential benefits of CSR which include reduced operating costs; improved profitability and financial performance; enhanced capability to innovate; better risk and crisis management; long-term sustainability for companies and the workforce; improved staff commitment and involvement; good relations with government and society; enhanced reputation and brand value; and enhanced customer relationships and increased awareness of customer needs. 2.3 The Sustainability Development of the Hotel Industry International Tourism Partnership (2010) defines the term green in business as initially related to the environmental issues. It also has evolved to include all aspects of corporate social responsibility (CSR) and sustainability. Sloan et al. (2009) define a sustainable hospitality operation as one which manages its resources in such a way that economic, social and environmental benefits are maximised in order to meet the need of the present generation while protecting and increasing opportunities for future generations. According to Green Hotels Association (2010), Green Hotels have gained a foothold in lodging operators contribution to societys concern for the environment which focuses on programmes which are designed to reduce solid waste, save water and save energy. Programme components such as towel rack hangers and sheet-changing cards have achieved positive responses by hotel management staff as well as guests for over ten years. The UK hotel sector would appear to accept that it does have an impact on the environment (Brown, 1996). This is not only confirmed by exploratory research but also through the formation of the International Tourism Partnership (ITP). The ITP has published an environmental magazine, the Green Hotelier, whose readership cares about environmentally and socially responsible hotel behaviour as focused on positive sustainable travel and tourism development (International Tourism Partnership, 2010). According to research by the Carbon Trust (Green hotelier, 2010), rising energy prices and taxes are the biggest worries facing the British hospitality industry in 2010. This view is supported by Alexander and Kennedy (2002) who find that the most wasteful and costly of resources usage in hotels are commonly in the consumption of over water usage, non-renewable energy and also the overall wastage. 2.4 The state of CSR within the Hospitality and Tourism Industry The state of CSR within hospitality and tourism enterprises may be slightly different from that in other businesses. Since 1992, the trend in the hospitality and tourism industry has been to focus on environmental concerns, use of technology, and efficient use of energy (Henderson, 2001). European hospitality organisations have established two initiatives that improve CSR in the European hospitality sector which are European Federation of Food and Agriculture and Tourism Trade Unions (EFFAT) and Green Hotels (Holcomb, 2007). In 2004, the EFFAT and the Confederation of National Associations of Hotels, Cafà ©s and Restaurants in Europe drafted the agreement parameters for employers to sign a joint document on CSR, concerning working conditions, pay, equal opportunity, training, health and safety, and restructuring (The European Agency for Safety and Health at Work, 2008). These combined actions would appear to show the hospitality industrys adoption of and commitment to socially respo nsible behaviour as opposed to externally derived governmental compliance directives. 2.5 Green initiatives, incentives and green wash Nunes and Bennett (2010) list two categories of green initiatives that are operational in the marketplace. Firstly, businesses focus on integrating green features into the design or characteristics of individual products, for instance, developing a laundry detergent that is eco-friendly. Secondly, larger proportions of resources have been committed to reductions in the amount of waste generated and energy used, and also to building green and limiting CO2 emissions from production. In a major study, Alexander and Kennedy (2002) propose a Zero Waste Approach that includes energy efficiency, water conservation and solid waste reduction, which can increase efficiency, provide cost savings, reduce the burden of extraction from and waste to nature, and allow more resources to be available. This view is supported by Nunes and Bennett (2010) who suggest that, ideally, green behaviour should go beyond simply creating a recyclable product to a more holistic incorporation of sustainable values into a corporations core principles and values. Bohdanowicz et al. (2005) finds that the availability of facility-specific data and access to information on the relevant best practice are essential for assessing and benchmarking the environmental performance of hotel facilities. Alexander and Kennedy (2002) suggest an option for conserving energy which is implement energy-efficient projects in space heating and cooling systems. For instance, The Hyatt Regency International Hotel in New Zealand developed a project to link energy use with room occupancy which has saved $14,000 of energy annually (Hyatt, 2010). Alexander and Kennedy (2002) suggest that low-flow shower heads and tap aerators are some options for water conservation, which are becoming common among hotel facilities, and the payback period can be three years depending on the extent of the project. For instance, Green Hotels Association (2010) observed water use in the La Quinta Inn, San Antonio that had saved 180,000 gallons of water per year by installing ultra-flow toi lets, low-flow shower heads and aerating taps in each room. In addition, Priesnitz (2008, p.14 ) defines greenwash as: à ¢Ã¢â€š ¬Ã‚ ¦.the acts of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. Whellams and MacDonald (2007) label the corporations as greenwashers if they spend more on corporate image advertising that boasts about humanitarian programmes than on the programmes themselves, for instance, charities, donations or contributions. Greenwashing can have fatal effects on a companys trustworthiness. This view is supported by Priesnitz (2008) who points out that not only are a firms customers deceived, but, that greenwashing can also ruin relationships with all stakeholders. 2.6 Case study of Accor and Hilton Based on their total room number and location of their hotels, the two hotel groups selected for case study were Accor Hotel Group (Europe) and Hyatt Corporation (USA), being in 2009 the top 10 hotel groups in UK (Caterersearch, 2010). Marriott International Corporate also is one of the top 10 hotel groups in UK. Company Number of hotels Number of rooms Number of hotels worldwide 1 Whitbread Hotel Company 577+ 40,000+ 580 2 InterContinental Hotels Group 248 34,955 4,200 3 Travelodge (Dubai  International Capital) 372 23,150 380+   4 Accor Hotels 138 19,996 4,000 5 Hilton Hotels Corporation 78 16,566 3,200   6 Best  Western 285 15,305 4,035   7 Wyndham Worldwide 122 12,274 7,000 8   Marriott Hotels 58 12,015 3,200   9 Carlson  Hotels Worldwide   50 9,718 1,030 10   The  Rezidor Hotel Group  Ã‚   42 7.759 380 Table 1: Top 10 Hotel Groups in the UK, 2009 by number of bedrooms. (Caterersearch, 2010) Accor Group Hotels Accor currently manages 4,100 hotels under 13 different brands worldwide (Accor, 2010). The philosophy of Accor Corporation is respect for diverse cultures and incorporating environmental best practices in all its properties operations (Accor, 2010). The goals of their Earth Guest programme, launched in 2006, are to reduce water and energy consumption, promote balanced nutrition and to double, in three years, the number of hotels that offer fair-trade products (Accor, 2010). The programme is divided into two parts which are a social responsibility development area (EGO) and an environmental responsibility development area (ECO) (Accor, 2010). EGO is includes programmes for local development, the protection of children, combating of epidemics and the promotion of healthy eating. Besides that, the ECO is includes the reduction of water and energy usage and the preservation of biodiversity, as well as the upgrading of waste sorting and recycling (Accor, 2008 and 2009). The Hoteliers Environmental Charter is Accors internal benchmarking tool and provides the local hotel managers with guidelines for environmentally sustainable business practices. According to the World Travel and Tourism Council (2010), the 88% of 4,000 Accors properties has adopted Hoteliers Environmental Charter. The Charter gives hotel managers and employees clear instructions on how resources can be saved in the areas of energy, water and waste (Accor, 2008). The first and second point of Hoteliers Environmental Charter considers is energy and water (Accor, 2010). Compact fluorescent light bulbs are used in 82% hotels for areas that remain light 24 hours a day (Accor, 2010). Accor also continued to promote the use of renewable energy sources, installing solar-powered hot water systems in 32 hotels in 2009, with a total of 99 hotels now equipped worldwide (Accor, 2009). Accor is actively involved in water conservation measures and water usage per occupied room, total was reduced 4% between 2006 and 2009 (Accor, 2009). Moreover, flow-regulators have now been installed in showers and faucets in 89% of hotels (Accor, 2009). Accor actively promotes waste sorting and recycling as well as eco-designed products for instance, 51% of hotels recover paper, cardboard and glass (Accor, 2008). Accor has improved its performance in waste management by manage with a dedicated waste management module that monitor the amount of waste produced per room, the recovery rate and the cost of waste disposal (Accor, 2009). Waste Traceability mainly concerns the separation of waste, where the company already achieves a high score in France owing to its proactive information policy (Accor, 2008). According to Accor (2010), their hotel prefers eco-labelled suppliers. In 2002, Accor dispatched an environmental purchasing charter to its purchasing organisations as well as to over 2,000 preferred suppliers (Sloan et al., 2009). Hilton Hotels Currently, Hilton Hotels Corporation has more than 3,200 hotels and 525,000 rooms in 77 countries. In 2009, Hilton is new global headquarters in McLean, Virginia which meets the highest environmental standard for his design, operation and construction (Environmental Leader, 2009). Besides that, the sustainability target that aims in coming 2014 by Hilton Hotels was announced. Those include: 20 per cent: Reducing energy consumption from direct operations; 20 per cent: Reducing output of waste; 20 per cent: Reducing CO2 emissions; And 10 per cent: Reducing the water consumption. Furthermore, Hilton had already started to green its properties operations. Hilton says that it was reduced CO2 emissions in Hilton hotels that participating by more than 64,000 tons or 56 per cent of its carbon footprint. Those are from the introduction of carbon-free electricity at its properties in the United Kingdom and Ireland. Moreover, they also said that, it has also reduced around 10 per cent in over the last two years for the water consumption and energy usage. Hilton Hotels also reported that, in May it has delivered more than 10 per cent in last year of energy savings which across more than 80 hotels in the Europe. Summary In 2007, the Association of Corporate Travel Executives had conducted a survey which showed that, only 1/3 of corporate travel policies had promoted the sustainable tourism. Most of the major hotel chains are looking the ways to participate in green concept to their hotels; the water and energy conservation became popular ways to greening. Therefore, Marriott International has set their goal to lowering the GHG emissions around 2.2 million pounds by 2010 which said by Ed Fuller- the president and managing director of Marriott. Besides that, Wolfgang Neuman of Hilton Hotels also looking toward the eco-friendly in solar heating, air-conditioning and heat recovery systems to extract the water waste from another system and use it in other ways in short term period. As well as the 200 of Accors hotels in France will have Solar Panels by 2010. CHAPTER THREE Methodology 3.1 Introduction In this research, in order to obtain the broad of knowledge about environmental operating practise in the hotel industry, a wide range of secondary sources will be reviewed. In addition, research strategy adopted was to conduct multiple case studies in two top hotel and Marriott companies in Europe and the USA. The main data collection techniques used in this research study was documentation analysis and content analysis. This chapter is divided into three sections. First, the interpretive stance in the field of information system is examined; second section is about the construction of the secondary research design which deals with the research design and covers the reasons for selecting resources; third section is describes the research approach followed in case study research. 3.2 Research Design Currently, the secondary literatures have increase rapidly, particularly as new resources which are developed or ready through the internet (Saunders et al., 2009). In this research project, secondary research will allow the research to incorporate suitable and reliable data of green operation initiative in hospitality, so that all the gathered data can respond to the research questions relating to the green activities of hotel in Europe and the USA. Secondary research differs from primary research in the collection of the documentary is not the responsibility of the analyst. Stewart and Kamins (1993) was point out that the analyst enters the picture after the data collection effort is over in secondary research. On the other hand, in primary research, the analyst is responsible for the design of research, the collection of data and the analysis and summary of the information (Stewart and Kamins, 1993). Secondary data although, has lack of direct control of the date, type, and procedure for collecting and recording of the data (Sauder et al, 2009), however, secondary data is more financial and time saving. For instance, secondary data particularly not necessary to wait for or pay to marketing researchers for a research project to collect primary data. By using secondary data, author can has more time and effort in analysing and interpreting the data, as it has already been collected. Secondary research moreover may increase the quality of the research by targeting the real dilemma and mistakes. Consultation on secondary resources increases the efficiency of the research by targeting real gaps and oversights in knowledge. Primary research therefore has not been used in this project due to the wide variety of secondary data has been found. Primary research methods such as, questionnaires or interviews will not provide relevant information for this topic. On this basis, it can be concluded that secondary research is the main source of information provided in this study including information from academic journals, books, corporate reports and internet. Nevertheless, author should analyse cautiously the information gathered to determine its validity and reliability. This is because the research only uses one kind of research models and the argument generated about research topic. 3.3 Sources of Data 3.3.1 Secondary Data Secondary research data is the key resource of information incorporate in this research proposal. However, the different secondary resources might have different type of information. A guideline for obtain valid and reliable information from different resources therefore, has been designed which can found in Table 2. Type of information Resources that might have that information Established facts and figures Reference books; official publications; government web sites General information on a topic Books of collected articles; text books; web sites of relevant organisations Reviews of the literature on a topic Journal articles; books of collected articles Publications of recent research results Journal articles; proceedings of conferences Professional and academic debates Journal articles; web sites of relevant organisations; newspapers Table 2: The types of resources that provided different information. In order to justify the authors arguments and