Discuss how a DNP ( Doctor of nursing practice) is different from a Essay

Discuss how a DNP ( Doctor of nursing practice) is different from a traditional phD program - Essay Example In other words DNP graduates are expected to show proficiency in transforming research in practice, reviewing data, applying research in management, and realizing feasible clinical innovations to revolutionize practice (AACN, 2009). While the goals of PhD are academic and research oriented, DNP is leadership oriented. DNP is considered as a practice-oriented or professional terminal degree (AACN, 2004). The long-established goals of PhD programs such as research publications, scholarship income, and desirability of postgraduate students does not have much relevance in DNP or the clinical world. However, the PhD program is having its own identity as it is a through outcome of one’s philosophical values. These values need to be well recognized in the philosophy of science and is very essential for PhD programs. Since the doctoral term is a common entity in both DNP and PhD, there is a great deal of dilemma as to which one is superior and how to balance research and clinical educ ation for advanced degrees in case a student wants to acquire both degrees.

Family Immigration Essay Example | Topics and Well Written Essays - 1000 words

Family Immigration - Essay Example From the interview, I discovered that my family is an immigrant from Romania; whereby, my grandfather’s father, Petru Balkan, having come to the United States in 1904. Petru came to the United States to make money so that he could return to Romania and start a business that would ensure the prosperity of his family. He came from a peasant background and because of this, he wanted to start a business in the one of the cities so that he could escape the poverty that tied many Romanian peasants to the land. In the beginning of the twentieth century, Romania was still a backward country both economically and industrially with most of the population still living in rural areas and working the land to make a living. The fact that many Romanians lived in poverty in rural areas provided them with the incentive to leave their homes and either go to the cities or to travel overseas where they believed they could attain a better life. In most cases, such as that of Petru Balkan, going to countries such as the United States was a temporary move which was done to ensure that they raised enough money with which they could return home and get involved in businesses which would enable them to become members of the small middle class of Romania. Therefore, the move to the United States by Romanians of the early twentieth century, in most cases, was inspired by economic factors and for many of them, the move was only temporary. The idea of coming to the United States was given to Petru by one of his cousins who had gone to the United States several years earlier and had managed to raise enough money to start his own business in Romania; a business which had achieved relative success. Therefore, at the age of twenty-two, Petru travelled to the United States with the intention of returning to Romania after five years at most. Petru came to America by ship and he had a rough time because, in addition to having never sailed before, he was very seasick

Hurricane Katrina and African-American Society Essay

Hurricane Katrina and African-American Society - Essay Example In the days that followed, the death toll due to the storm would rise to one thousand eight hundred and thirty-three people, 1577 of that number in Louisiana, with hundreds still unaccounted for (CNN). Even though the water was pumped out of the city within four days, thousands were left homeless and abandoned in the wreckage of the city. The survivors of the storm and flood made their way through the remnants of New Orleans to the Superdome. What was previously the home of the New Orleans Saints became home to thousands of refugees awaiting government aid that fell far short of expectations. Survivors were abandoned for days as they waited for aid that wouldn't come fast enough. The world watched helplessly as graphic images of people begging for assistance, of people dying in the streets filled television screens urging them to act, to help bring relief to those affected by this senseless catastrophe. The end result was just as horrifying as the uncensored images displayed which both brought world-wide attention to the nightmarish circumstances facing the survivors and exploited them for those who would take advantage of the disastrous situation (Hartman, Chester; Spires, Gregory). There were plenty of people waiting in the wings to capitalize on the devastation surrounding the survivors of the storm. The total dam age has been estimated at $125 billion (CNN). When our ownWhen our own government wouldn't step up to the challenge, other groups stepped in to raise funds for those displaced by the storm and subsequent flooding. Some of these were legitimate non-profit groups whose only interest was to try and help, such as the Red Cross and the Salvation Army who brought food, water, clothing and volunteers to the area. Others were scam artists and large corporations who took the opportunity to profit from the devastation and take advantage of those who required assistance most. The United States government made no preparations for those that depended on public transportation just to get around the city, for those sick, invalid, or financially unable to leave on their own merit in the days leading up to Katrina (Brookings Institution). Even after the storm passed and the National Guard made their way into the devastation of New Orleans, they brought few supplies for those trapped inside the city, were even instructed to not distribute their own water and supplies to those crying out for help (Hartman, Chester; Spires, Gregory). Survivors were left in the ill-equipped Superdome as the government feared the spread of disease from those who had been forced to live in the fetid waters flooding the city. When they finally were brought supplies from the government, refugees were given boxes containing the vaccine for SARS (Hartman, Chester; Spires, Gregory). The lack of real response to the poorer, African-American population on the behalf of our government is a point of contention worth a deeper examination. The most recent numbers from the government show a total federal infusion of one hundred and twenty-six billion dollars into the Gulf area for rebuilding. Of that amount, one hundred and one billion has either been dispersed or is available for the affected states' governments to draw on (White House). President Bush has committed the federal government to allowing the state of Louisiana a thirty year period to repay their segment of

On Site vs Online Classes Essay Example for Free

On Site vs Online Classes Essay In assessment of online and classroom (on-ground) knowledge gives specific students that has interest according to how they learn. Taking online classes for me works so much better because I can go at my own pace. After doing some research online I found that there is a debate regarding the matter of online classes vs. traditional classrooms. At a point in time I recently had a debate on their opinion in classroom learning and the online classes. Their opinion has given me a better understanding on the format in relation with on ground classroom setting. Although I feel strongly about my online courses my friend says they will never stop attending school on site. As I continue on I will state the difference of the classroom setting, online classes, and the summary response towards from the textbook. As well as, give some example of the differences between older and younger students attending traditional classroom and online classes. The classroom setting has human contact which might be better for interaction purposes. With the professor there in person they can better explain things that might get misunderstood through typing in an email or on the class discussions. This could also be said for the classmates in your class, who are trying to make their point understood. A classroom for some has less distraction which makes it easier to do class work, reading assignments, and homework that may not get done due to work schedule or life’s unexpected turns. Also a classroom setting has more of a community feeling, everyone bands together to understand one another and their differences. For example, when you’re asked to participate in group activities you try and co-inside with your teammates in order to get a reasonable grade even if your opinions are different. As an online student I find it very easy to study and process all information that is needed. Being able to work on my own and on my own pace is challenging, but not able to physically to get hands on help from an instructor is complicated. Having trouble with some problems and school questions can be very complicated due to the fact that speaking with an instructor through email and not receiving the information right way or getting direction makes it really hard to get a better understanding on how things can be done. Last but not least receiving information is not enough because the due date for assignments for class is not the same for online courses. Making an effort to continue with education is had when I am in need with extra help. Positive outlook on this is being able to work and still spend all the time I can with my children. In summary of the text question is that I have learned in my online course being that it is very hard and challenging, but the passion I have to better my children’s future as well as for myself. Starting online classes has scared me because of the fact that I really thought it was going to very advance with no help. Being that I have already started this course I have came to understand that online is not as hard as I made it seem in the beginning. I am very interested due to the fact that I already have a plan for my families’ future. Showing that I have the passion to care for my family and to be the provider that I am gives me the power to finish in something I started by working, online classes, and being the single mother that I am. Continuing on with this course I am able to speak to my fellow classmates as well as for the tutor we have online to process all information. These are some summaries that I have on this course. In conclusion I have notice that I carry many thoughts in this subject. The audience that have received they have a busy life just like myself. Letting them know that this subject is hard but hard work pays off also being able to spend time with work and family while being enroll in school. An online class gives you the opportunity to be able to live normal life but process all information that is needed. My audience has given me questions that I have asked myself how I can get help when the responses are not as immediately response that we need. The purpose of this subject s being able to process all information that is needed to get through a better writing skill and having a better way to be more accurate in all materials. The end results is to being able to write all my writing materials a lot better than before, more meaningful, and have better ability to write all papers. With this is a gives me understanding in difference of the online classes to just make the choice to contin ue on a path of achievement. According to Carron Jackson, for those of us who are 18-21 we may be better in a college campus because of the social atmosphere it provides. She also states that for those of us who are older and have families and jobs, college is viewed as an education not a social life. Jackson continues with the common reasons as to adults returning to school and 18-21 year olds enrolling in school. She says that adults go back to get higher salary, career advancement and personal growth. 18-21 year olds go because of the pressures from parents, teachers, guidance counselors, for parties with peers, and an actual desire for higher learning to earn a college degree. This debate could continue on until we are blue in the face, some like online classes other prefer traditional classrooms. I really think it has to do with comfort and our learning styles. In conclusion, I have learned that just from my experience alone both ways of studying for me is better on ground classes. Being that everybody learning habits are best understood as a student on an on ground class this will show in the difference of the grade. With this capability we as individuals learning is a great thing, but knowing that learning ways fits well with what helps each person at the end of it all. In many points for me my grade is better as an on ground class then in online classes even though I enjoy both studying moments.

Etiology of HIV-Associated Dementia :: Biology Essays Research Papers

Etiology of HIV-Associated Dementia The etiologic agents of the neurologic disease associated with HIV and AIDS are many. Opportunistic infections- cryptococcus, toxoplasmosis, cytomegalovirus, are a few of the organic causes of neurologic disease in AIDS patients, but will not be the main focus of this paper. The human immunodeficiency virus in itself is implicated in much of the neurological manifestations of the disease, and it is the effects of the presence of the virus within the central nervous system which is of interest to me in this paper. With the advent of more effective highly active antiretroviral therapy (HAART) and thus increased life span of people with AIDS, neurological disorders are becoming a hot topic in AIDS research. In the early days of the epidemic, those infected with the virus could only hope to live for a short time before developing the symptoms of full blown AIDS, and death ensued shortly afterwards. The progress made in treatment in the past two decades has prolonged the lives of people with AIDS, to the point where diagnosis is no longer a sign of imminent debilitation and death, but rather an acknowledgement of a possible long road ahead with the aid of drug cocktails. There is also a strong possibility that the HIV infected person may develop HIV associated dementia after years of living with the disease (1). HIV associated dementia (HAD) is comprised of a spectrum of conditions from the mild HIV-1 motor cognitive-motor disorder to severe and debilitating AIDS dementia complex. Symptoms begin with motor slowing (2), and may progress to severe loss of cognitive function, loss of bladder and bowel control, and paraparesis . A classification system has been formulated for HIV associated dementia: Stage 0: Normal Stage 0.5: Subclinical or Equivocal Minimal or equivocal symptoms. Mild (soft) neurological signs. No impairment of work or activities of daily living (ADL). Stage 1: Mild Unequivocal intellectual or motor impairment. Able to do all but the most demanding work or ADL. Stage 2: Moderate Cannot work or perform demanding ADL. Capable of self-care. Ambulatory, but may need a single prop. Stage 3: Severe Major intellectual disability, or Cannot walk unassisted. Stage 4: End-Stage Nearly vegetative. 3. Disease may result from the direct presence of the virus in the central nervous system, toxins released from the virus, the body's immunological responses, or any number of other factors. Studies have found that non physiological levels of cytokines in the brain may have an effect of enhancing replication of HIV 3.

The Day That Wal-Mart Dropped the Smiley Face

Case I The Day That Wal-Mart Dropped the Smiley Face Retail giant wal-mart annually spends close to a half billion dollars on advertising, so the company’s decision in the first month of 2005 to run full-page ads in more than 100 newspapers was not really surprising. What was surprising was the copy in those ads, which said nothing about low-priced toasters or new music CDs. Instead, the ads featured a photo of workers in their blue Wal-Mart smocks and a letter from Wal-Mart CEO Lee Scott. Scott’s letter was blunt and to the point: â€Å"When special interest groups and critics spread misinformation about Wal-Mart, the public deserves to hear the truth. Everyone is entitled to their own opinions about our company, but they are not entitled to make up their facts. † Not the sort of message many would expect from a company whose television ads often feature a yellow â€Å"smiley-face† flying around a Wal-Mart store lowering prices. But it is a clear sign that Wal-Mart believes it can no longer afford to ignore several societal trends that threaten the company’s success and profitability. Wal-Mart is the largest and most successful retailer in the world. It employs more people than any other private company in the United States (almost 1. 2 million) and has world-wide sales of over a quarter trillion dollars, more than four times that of its nearest competitor. The foundation of this impressive record is the company’s ability to keep it promise of customer-friendly service and low prices. But with success comes attention and not all of it good. Several lawsuits claim Wal-Mart shorts overtime pay and one lawsuit claimed female employees face discrimination in pay and promotions. Wal-Mart’s expansion plans have also run into trouble, as some cities and states, citing concerns ranging from low wages, inadequate benefits, environmental damage, and harm to local economies, have passed laws to make it difficult or impossible for Wal-Mart to build its giant superstores. In response to past criticisms of its diversity policies, Wal-Mart created company-wide postings of promotional opportunities, created a new position for a director of diversity, and slashed the bonuses of managers who fail to achieve diversity hiring targets. Scott himself stands to lose $600,000 from his annual bonus if Wal-Mart does not meet diversity goals. Recent years have also seen the CEO spend more time meeting with investors, community groups and the media. But in recent years Wal-Mart has begun to use advertising as a way of addressing criticisms that the company is not a good employer. At first, much of this advertising was â€Å"soft-sell† emphasizing happy Wal-Mart employees. The new campaign is clearly more direct: The copy seeks to address misperceptions about employee wages and benefits, noting that full-time company employees are paid an average of $ 9. 8 – substantially higher than what is required by federal law (%5. 15). The copy also notes that a majority of Wal-Mart employees said benefits were important to them when they chose to take a job at the retailer. Complementing the ads is a PR campaign in select cities using employees and press conferences. In Tampa, Florida, for example, employee Michael Mar tin told reporters, â€Å"I’m making more after working four years at Wal-Mart than I did after nine years at Winn-Dixie. † Martin, a department manager, noted, â€Å"I left Winn-Dixie because I couldn’t get a promotion. Here I got one after six months. † Why is the company using a new approach? â€Å"For too long, others have had free rein to say things about our company that just are not true,† said lee Scott, president and chief executive office. â€Å" Our associates [Wal-Mart speak for employees] are tired of it and we’ve decided to draw our own line in the sand. † It is too soon to know if the campaign will succeed, although some are already skeptical. According to retail marketing consultant Jordan Zimmerman, aggressive mage campaigns like Wal-Mart’s are rare and costly. And ads that directly address the company’s critics will not likely replace the company’s regular advertising (including the smiley face), which is not scheduled to change any time soon. But the new ads do constitute a small change in the nature of the dialogue Wal-Mart has with consumers and society. Only tie will tell if they help Wal-Mart to stay on top. Questions: 1. What is Wal-Mart doing with its latest campaign? What are the difficulties involved in such an effort? 2. A recent Advertising Age article noted that Wal-mart customers are less likely to read newspapers and more likely to watch television than the population as a whole. Why, then did Wal-mart choose newspapers for its new campaign? 3. Analyze this Wal-Mart campaign and explain its purpose referring to the discussion in this chapter of the roles and functions of advertising. What is its primary purpose? Do you think it will be effective at accomplishing that purpose? Case II Toyota Goes after Tuners Young people with limited incomes often look for a great deal on a new car. One way to save money is to forgo options and upgrades, like a sunroof or a CD player. But when Toyota introduced its funky â€Å"Scion† brand, it considered offering a version without something most people assume comes standard: paint. Although they ultimately decided against the idea, at one point Toyota’s plan was to sell the brand with just gray primer. Toyota wasn’t really targeting people so cheap they wouldn’t spend money on paint. Just the opposite – the car company was going after a group with money to burn, called tuners. Tuners are young car buyers who live to customize hteir cars. The trend really began among young Asian Americans, who typically bough t inexpensive Asian import cars and then spent thousands of dollars customizing them. The hobby has spread to other young people, so that today Asian Americans are a minority of tuners. But Japanese brands remain the cars of choice among those dedicated to creating a work of art on wheels. Explaining the idea of a â€Å"no paint† option, Jim Farley, Scion general manager, says, â€Å"As much as possible, we want to give them [tuners] a black canvas. † What does a tuner do with his car? He (or she; women make up almost 20 percent of the tuner subculture) might take a basic Honda, add a large and loud exhaust system, paint the intake manifolds, and add ride-lowering springs. Other popular add-ons are technologies that increase vehicle speed, like turbochargers, superchargers, and nitrous kits. And there are some serious bucks involved. The Specialty Equipment Market Association estimates that auto after-market spending (spending on car accessories after the original car purchase) increased from $295 million in 1997 to 2. 3 $billion in 2002. The motivation? â€Å" You build a car for yourself,† says one day install on Acura RSX Type-S engine into his Honda Civic. â€Å" The satisfaction is in making it your own and knowing that nobody will ever have something that’s the same. † The amount of money tuners spend is reason enough to attract the attention of marketers. GM hoped to interest tuners in its Saturn Ion, Chevrolet Cavalier, and Pontiac Sunfire when it when it launched a â€Å" Tuner Tour† of 10 National Hot Rod Association races. GM allowed young car enthusiasts to play games and enter contests for prizes, as it in turn collected names and e-mail addresses. GM’s focus on relationship marketing makes sense because tuners don’t watch a lot of TV. Both Mitsubishi and Ford believe the best way to reach them is with product placements in movies (Mitsubishi bought air time in the popular for (â€Å"2 Fast 2 Furious†). But even companies selling products unrelated to cars are interested in the tuner lifestyle. Pepsi has hired tuners to customize some of its promotional vehicles. Which brings us full circle back to Scion, Toyota’s goal is to make the new car an immediate hit with tuners. So rather than spend a great deal of money on network television, Toyota decided to sponsor a 22-minute movie On the D. L. The movie is a comical docudrama that tells the story of a pair of musicians trying to obtain their first drivers licenses. The stars are musicians trying to obtain their first drivers licenses. The stars are musicians from youth-oriented bands: Ahmir â€Å"Questlove† Thompson, from the Roots, and DJ King Britt, who played for the Digable Planets. The film premiered at the Tribeca film festival, after which segments were shared on peer-to-peer networks such as Kaazaa. Toyota hopes that enthusiasts will download the segments and share them with friends. Questions: 1. Why are tuners so attractive to marketers, even after accounting for their spending power? 2. Evaluate Toyota’s strategy of targeting tuners with the Scion campaign. What are the difficulties for a large company in marketing effectively to a youth-oriented subculture? What techniques do you think companies like Toyota are using to try to understand their market? 3. Explain how â€Å"tuner† campaigns, such as those by GM and Toyota, work. Analyze these campaigns using the Facets Model to identify the effects they are designed to achieve. How would you determine if these campaigns are effective? Case III Starbucks Makes TV Less Intrusive Starbucks coffee is now sold in grocery stores but how many people realize it? To get that message out, the well known coffee house chain needed to reach its customers nationwide with that message. Television commercials would be the obvious way to reach those people, but Starbucks’ management knew that their customers are not big fans of television commercials and resent the interruption of their favorite program. That’s why starbucks has been such an infrequent advertiser on TV. Its on-air promotional activities have been limited primarily to radio and its only previous use of TV had been support announcements on public TV. That was the problem facing Starcom’s MediaVest group. The agency used a creative solution: It recommended a partnership with the Bravo cable network. Bravo would run four Independent Film Channel (IFC) movies on Friday nights for a month and Starbucks would buy all the commercial time surrounding the movie airings. The MediaVest team knew that Bravo’s â€Å"IFC Friday† night films would be a good way to reach the stakeholder audience because research had described that customer base as people who are up on the latest trends, like to attend live performances of the arts, are apt to see a movie during the weekend it opens, and generally are interested in cutting edge things. Mediavest calls this customer â€Å"the attuned explorer. † Even though Starbucks bought all the commercial time, the MediaVest team recommended letting the movies run uninterrupted. Starbucks’ advertising message was delivered in supporting Bravo promotions of the movies during each week leading up to the Friday night telecast. About 40 seconds of each 60-second preview spot showed scenes from the movie and 20 seconds promoted Starbucks s the movie sponsor. Other promotional activities were also used in support of the campaign. One month before the movies aired, a $1 off coupon for a bag of Starbucks Coffee was sent to 3 million targeted consumers around the country, along with a viewer guide introducing the Starbucks-sponsored independent movie festival. Starbucks billboards also appeared during the movie month coinciding with the independent film industry’s annual telecast, which aired on both Bravo and IC. The innovative Bravo partnership wound up not only increasing sales of Starbucks Coffee by 15 percent for the month the campaign ran, but also increased viewership on Bravo by 33 percent. These results led the campaign to be named a Media Plan of the year by Adweek magazine. Questions: 1. What was the problem Starbucks wanted to overcome in order to effectively advertise that its coffee brand was available in supermarkets? 2. How did the partnership work? Is there anything you could recommend that would extend the reach of this campaign? Case IV Wpp’s Owner-a British Knight with Every (Marketing) Weapon at His Disposal To the uniformed, nothing about Martin Sorrell or his company, the WPP group, may be quite what it seems. Although he was awarded a knighthood, Sir Martin is anything but a reserved aristocrat. And while WPP is one of the four largest agency holding companies in the world, the initials actually stand for Wire & Plastic products, the British company Sorrell used to gobble up some of the world’s most famous advertising agencies. The roster of agencies now under the WPP’s wing includes industry leaders Ogivly and Mother, Burson-Marsteller, Hill & knowlton, young & Rubicam, and J. Walter Thompson, to name just a few. Large conglomerates like WPP made frequent headlines in the 1990s, a period of great consolidation in the advertising industry. Faced with harsh economic and business realities, individual advertising agencies chose to give up independent existence in order to become parts of large communication companies that offered clients all the tools for an integrated campaign, including advertising, direct marketing, public relations, and sales promotion. In the new millennium, dealing with one (or several) of the four large holding companies, WPP Group (England), Interpublic(U. S), Publicis Groups (France), and Omnicom (U. S), is the way the world’s biggest advertisers do business. While each of the conglomerates is led by a charismatic and dynamic individual, none appears to have an edge on Sorrell, who was described in a recent Fortune article as â€Å"†¦confident, witty, and a tod arrogant, talking rapidly about the future of advertising and the challenges of keeping fractious clients and ad agencies happy. † Fortune also noted that â€Å"In an industry populated by shameless schmoozers, the 59-year-old Sorrell is in a league of his own. † These characteristics have served Sorrell well, In 2004 he squared off against rival Publicis Groups and its CEO, Maurice Levy, in pursuit of one of the last great independent agencies, Grey Advertising, New York. During the battle Advertising Age opined that Publicis had a big advantage because Levy and Grey chair Edward Meyer were friends and had spoken about merging in the past. In addition, both Grey and Publicis created ads for consumer giant procter & Gamble, while WPP agency Ogilvy & Mather counted P&G’s competitor Unilever among its most important clients. It is customary for agencies not to work for competing accounts. ) A Unilever spokesperson, asked for his thoughts about the possibility of working with an agency that created ads for his most important rival, suggested that â€Å"In the past, we’ve not seen it to be such a good idea. â€Å"But nobody familiar with Martin Sorrell was surprised when at the end of the day he convinced Grey to sign with WPP and persuaded Procter & Gamble to stay as well. Unlike many of his peers, Sorrell has never written a word of copy, nor has he ever penciled a print design or directed a broadcast commercial. Sorrell’s talents are organizational and strategic; although he is an expert in the world of finance, Sir Martin cautions, â€Å"I may be a bean counter, but I’m not an accountant. † To drive home the point he posed for WPP’s annual report surrounded by lima and pinto beans. So how does Martin Sorrell continue to win in the high-stakes agency world? His vision, developed years before most of his rivals caught on, that twenty-first-century clients would want a complete menu of marketing communication services, all of which work synergistically, is one important reason for his success. Tenacity, energy, focus, and a willingness to do whatever is needed to win are also traits that come to mind. All these are illustrated in the story of Sorrell’s drive to land Korean giant Samsung when the company put its advertising up for review in the spring of 2004. Samsung spends almost $400 million each year supporting its brands, which is reason enough for agencies to salivate for the account. Sorrell believes that the company holds even greater appeal because of his forecast that advertising growth in the twenty-first century will come disproportionately from Asia. So Sorrell did whatever he could to attract Samsung’s attention. Like any savvy agency head, he assigned his best people to generate creative ideas to pitch to Samsung executives. But unlike most agency heads, he didn’t stop there. After discovering that a Samsung-financed museum was having a grand opening in Seoul, Sorrell jumped on a plane and ended up being the only agency person there. Samsung executives found themselves receiving emails from Sorrell at all time of the day and night. Peter Stringham, marketing director of HSBC, a company that Sorrell landed after several years of trying, commented, â€Å"Martin can be quite persistent. He was there from the first meeting to the last. He’d pitched to us a couple of times before and not gotten the account, but he’d had his eye on it for years. † Needless to say, in the fall of 2004, Samsung announced it was awarding its account to WPP. In the new millennium, British knights may not wear armor, carry a crest, or rescue damsels in distress. But Sir Martin Sorrell knows how to triumph in the competitive world of advertising agencies. Questions 1. Why do large clients like Samsung wish to work with giant holding companies like WPP instead of with smaller agencies? 2. What qualities help Sorrell to be successful? Why are these qualities so important for his company’s success? 3. Explain how Martin Sorrell wins clients and builds positive agency-client relationships. How does he see the agency’s role in marketing? Case V Boycott This! A recent ad for a Nike hiking shoe used copy that was probably intended to be humorous. The copy suggested that Nike’s shoe could help the use avoid turning into â€Å"†¦a drooling, misshapen non-extreme-trail-running husk of my former self, forced to roam the earth in a motorized wheelchair with my name embossed on one of those cute little license plates you get at carnivals†¦. Marcie Roth, an advocacy director for the National Council on Independent Living, didn’t find it funny. â€Å"Nike is trying to be sensationalist, and they’re doing it on the backs of the disabled,† thundered Roth, adding, â€Å"We won’t tolerate it. † Nike apologized and immediately pulled the ad. But Roth announced that her group was interested in more than just an apology, because the disabled, in Roth’s words, had been â€Å"dissed. † Nike was asked to include disabled actors in its ads and hire a greater number of disabled workers. Otherwise, suggested Roth, Nike could expect a boycott. Boycotts are certainly one way for consumers to let advertisers know when they’ve gone too far. While some advertisers, notably Benetton, delight in creating controversy, that vast majority try to avoid the unwanted attention and possible loss of sales that a boycott might bring. Armed with this knowledge, consumers and interest groups regularly threaten boycotts and there are several Web sites that track the dozens of product boycotts that re occurring at any given time. Recently the Web site â€Å"Ethical Consumer† listed boycott of Adidas (for allegedly using kangaroo skin in the manufacture of some boots), Air France (for allegedly transporting primates), Bayer (for allegedly supporting policies favoring the use of genetically modified crops), and even entire nations (Israel, China, Morocco, and Turkey). Although Ethical Consumer’s rationales for supporting boycotts appear motivated by left-leaning or pr ogressive concerns, conservative groups use them too. The American Family Association, based in Tupelo, Mississippi, has sent tens of thousands of e-mails threatening boycotts to advertisers Geico, Best Buy, Foot Looker, and Finish Line. The AFA is not upset with the ads placed by these companies, but rather with the program in which the ads appear: South Park. The AFA claims its e-mail campaigns caused Lowe’s, Tyson, ConAgra, and Kellogg’s to stop placing ads in ABC’s surprise hit Desperate Housewives. Some companies resist boycott pressures. Proctor & Gamble ignored AFA pressure to stop its support for gay-friendly legislation in Cincinnati. Subway Vice President Chris Carroll said his company ignored threatened boycotts caused by the company’s decision to run ads in a documentary that was unflattering to Democratic presidential nominee John Kerry. And then there’s Pepsi. In 2003 the brand signed hip-hop artist Ludacris to appear in a â€Å"fun-oriented† campaign, but outspoken cable show host Bill O’Reilly immediately ripped Pepsi and urged â€Å"†¦all responsible Americans to fight back and punish Pepsi for using a man who degrades women, who encourages substance abuse, and does all the things that hurt†¦the poor in our society. I’m calling for all Americans to say, ‘Hey, Pepsi, I’m not drinking your stuff. You want to hang around with Ludacris, you do that, I’m not hanging around with you. † A Pepsi representative appearing on O’Reilly’s show denied that the artist’s provocative lyrics (one album featured a song called â€Å"Move Bitch†) were relevant to the Pepsi campaign. But the following day Pepsi canceled the campaign. For viewers of a certain age, the entire affair was reminiscent of the controversy that erupted several years earlier when Pepsi canceled ads featuring Madonna after she appeared in a controversial music video. But Pepsi’s decision did not mark the end of the controversy. After the announcement, Ludacris and the Hip-Hop Summit Action Network, an organization run by his producer, Russell Simmons, threatened their own boycott. Following several days of negotiations, the second boycott was called off. Ludacris would not be a spokesperson for Pepsi, but the soft-drink giant agreed to a deal to make a multi-million-dollar donation over several years to the rapper’s foundation. Questions: 1. What do you think about consumer boycotts? Are they unhealthy attempts to infringe on the speech rights of others? Or are they a healthy sign that consumers can take action against the ethical lapses of advertisers? 2. How should a company respond to the threat of a boycott? Consider the different responses of Nike, Subway, Lowe’s, Proctor & Gamble, and Pepsi. How well do you think each of these companies reacted to boycott pressure? Did any of the companies hurt their brand because of the way they reacted to boycotts? 3. How would you review advertising ideas that you suspect are controversial and might generate a backlash? Is it ever justified to â€Å"push the envelope† in the areas of good taste and social responsibility? How would you decide if such approaches are effective? Case VI How Advertising Works If It Walks Like the Aflac Duck You’ve probably never heard of the American Family life Assurance Co. , nor likely to be familiar with its primary service: supplemental workplace medical insurance, a type of insurance that is used by people to help cover the many loopholes and deductibles in their primary insurance coverage. Then again, if you are like 90 percent of U. S. onsumers, maybe you have heard of the company. In its advertising it calls itself â€Å"AFLAC. † The four-year AFLAC campaign is the work of Linda Kaplan Thaler, owner of the New York agency that bears her name. Thaler’s ads are not known for their subtlety. Among her credits are the Toy’s R Us jingle â€Å"I don’t want to grow up,† and the successful campaign for Clairol Herbal Esse nces, featuring on â€Å"orgasmic† hair-washing experience. The Herbal Essences ads strike some as funny, others as quite possibly offensive, but sales of the product have skyrocketed to almost $700 million a year. In many ways Thaler’s ads hearken back to the 1960s, when it was common to feature â€Å"sex, schmaltz, chirpy jingles and ‘talking’ babies and animals,† as the New York Time’s advertising columnist Stewart Elliott puts it. Industry insiders have been known to snipe at Thaler’s work, and few would describe her campaigns as â€Å"edgy. † But as Maurice Levy, CEO of the giant advertising company Publicis, observes, â€Å"There are people who do advertising for what I call the advertising for the consumer. She is doing advertising mush more for the consumer. Thaler herself notes, â€Å"We’re doing our job when we find ways to get people to buy things. † Thaler’s AFLAC ads, by almost any measure, are her best. Almost all feature a white duck desperately screaming â€Å"AFLAC† at people who need supplemental insurance. Unfortunately, the duck’s audience never quite seems to hear him. Most of the ads contai n a fair amount of slapstick, usually at the expense of the duck, whose exasperated-sounding voice originates with former Saturday Night Live cast member Gilbert Gottfried. He’s got the right answer but nobody is listening, and that’s a situation that resonates with people,† says Kathleen Spencer, director of AFLAC’s corporate communications. â€Å"There’s also just something inherently comical about a duck. † The campaign has been enormously successful. Since the ads first began running, brand name awareness has increased from 15 percent to 90 percent. Over the same period year-to-year sales increases have almost doubled. Dan Amos, CEO for AFLAC, believes that â€Å"our name recognition with our advertising campaign to truly help our company. In 2003 Ad Age named the commercial featuring the duck and the Amazing Kreskin (who hypnotizes a man into thinking he is a chicken) the most-recalled spot in America. But what makes the AFLAC campaign truly remarkable is how little it has cost the company. The duck has a higher Q score (a measure of a character’s familiarity and appeal) than both Ronald McDonald and the Energizer Bunny, but whereas Energizer has spent almost a billion dollars over 15 years on advertising, and McDonald’s spends almost $700 million every year, AFLAC’s ad budget is only $45 million a year. There is no denying that Thaler’s work for AFLAC is a triumph of both effectiveness and value. Questions: 1. Some viewers don’t like the AFLAC ads. Can an ad still accomplish its intended purposes if people find it annoying? 2. The AFLAC campaign is more than four years old. In your opinion, will the campaign stay effective for the foreseeable future? 3. What makes AFLAC ads so effective? Is it something more than their entertainment value? If so, what else contributes to their success?

Child Abuse and Neglect Policy Essay

1. Purpose To inform all employees of Aprils Daycare of the requirement to report suspected child abuse (including sexual abuse) or neglect and to inform employees of their immunity from civil liability or criminal penalty for reporting. To establish procedures to be used by all employees of the daycare in making oral and written reports to the appropriate authorities of suspected cases of child abuse or neglect. To protect children from abuse and neglect. 2. Definitions Under this Policy, the abuse and neglect of a child (i.e., any individual under the age of eighteen (18) years) is defined as follows: Physical injury not necessarily visible of a child under circumstances that indicate that a child’s health or welfare is harmed or at substantial risk of being harmed; The observable, identifiable, and substantial impairment of a child’s mental or psychological ability to function; The failure to provide proper care and attention to a child, including leaving a child unattended, under circumstances that indicate that the child’s health or welfare is harmed or placed at substantial risk of harm; or Any act that involves sexual molestation or exploitation of a child (i.e., any sexual contact or conduct with a child) regardless of whether the child has physical injuries. 3. Who Must Report Any employee of the daycare who has reason to believe that a child has been subjected to abuse (including sexual abuse) or neglect (the â€Å"Reporter†) by any parent, guardian, adoptive parent or other person who has permanent or temporary care or custody or responsibility for the supervision of such child (including, without limitation, daycare employees), or any household or family member of such child, shall make a report as directed below. An employee must act on the basis of any information and belief. The law gives the Reporter very little latitude. 1. The Reporter must immediately notify and give all information required below to the head of the daycare (the  Ã¢â‚¬Å"Head†) or, if the head of the daycare is unavailable, his or her designee (the â€Å"Designee†). [NOTE: The Daycare could choose to have more than one designee.] a. If the Head and the Designee are not immediately available but will be available later during that same daycare day, the Reporte r shall wait to make the report required above to the Head or the Designee as soon as they are available. b. If neither the Head nor the Designee will be available later during that same school day, the Reporter shall follow the directions in Step 2.a. below. 2. After notifying the Head or Designee, the Reporter, along with the Head or the Designee, must make an oral report (by telephone or direct communication) as soon as possible to the local Department of Social Services or the local law enforcement agency. Contact information is as follows: CFSD 1 (866) 820-5437. a. If neither the Head nor the Designee will be available during that same school day, the Reporter shall make the oral report as soon as possible without waiting to notify the Head or the Designee. 3. The Reporter must also make a written report to the local Department of Social Services not later than forty-eight (48) hours after the contact, examination, attention, or treatment that caused the Reporter to believe that the child had been subjected to abuse (including sexual abuse) or neglect. The reporter should also send a copy of the written report to the local Licensing Agency. Contact information is as follows: (406)655-7633. o The written report must be signed either (i) by the Reporter or (ii) by the Reporter and the Head or Designee. If the Reporter signs the written report without the accompanying signature of the Head or Designee, the Head or Designee must first review the report unless neither is available to do so within the requisite forty-eight (48) hours. 4. Contents of Written Report As far as is reasonably possible, an oral or written report made under this Policy shall include the following information: the name, age, and home address of the child; the name and home address of the child’s parent or other person responsible  for the child’s care; the whereabouts of the child; the nature and extent of the abuse or neglect of the child, including any evidence or information available to the Reporter concerning possible previous instances of abuse or neglect; and any other information that would help to determine (i) the cause of the suspected abuse or neglect; and (ii) the identity of any individual responsible for the abuse or neglect. 5. Immunity Any person who in good faith makes or participates in making a report of abuse or neglect or participates in an investigation or a resulting judicial proceeding is immune by state law from any civil liability or criminal penalty that would otherwise result from making or participating in a report of abuse or neglect or participating in an investigation or a resulting judicial proceeding.