Freedom Essays (375 words) - , Term Papers

Freedom As with any government, there is the necessity of an economy, or else the government would fail because economy is one of the basic necessities of a government. With a democracy like we have in a country of our size, managing this economy becomes a big problem. One important factor is; In a country based on freedom, how much are we willing to give up to keep the economy stable? None? A little bit? All of it? The answer is not as simple as any of those. If nothing is given up, then we will get nowhere. There would be no regulations and no control. Everything would be in this persons view, or that persons view, and there would be no way of making sure that there was any consistency. Lets use the FDA as an example. If there was no regulation, then not only would the FDA not exist, but nothing would be known about the effects of hundreds of drugs, and many people would be either sick or dead because they didnt know if a drug was safe or not when they bought it off of the shelf because, o nce again, of no regulation. If some of our freedom is given up, then we can get somewhere. If we are willing to give some freedom up, then we can give that freedom to certain groups and organizations that have the facilities, knowledge, and technology to help keep us safe and healthy (FDA), employed (AFL), living in a clean environment (EPA), and to allow us to hold on to more of our money (ICC). If all of our freedom is given up, then we have lost the meaning for which the pilgrims sailed to America. To go somewhere where they could think for themselves and not be told what to do or how to live. If we gave all of our freedom, then we would no longer be a Democracy. We would live in a nation where we are told what is best for us and what we should and should not do. We would all be treated like children and the politicians and the rich would become the aristocracy of ages ago. It would be to nobodys benefit to give up all freedom.

Organization’s Ethics Essays

Organization’s Ethics Essays Organization’s Ethics Essay Organization’s Ethics Essay Organization’s Ethics Name: Course: Institution: Tutor: Date: Organization’s Ethics Managers carry the responsibility of granting long-term guidelines for the achieving their Companies’ goals (Reynolds, 2009). In addition, managers also have a duty in stabilizing the competing concerns of the main stakeholders. However, a major mistake made by a number of businesses is in being unable to establish their identity or purpose. This leads to a setback on the organization’s ability to achieve its goals and hence there should be a great urgency in establishing its direction. The direction of an organization is identified by establishing factors including the manager’s definition of the Organization’s values, mission, vision, culture and principles among others. One of the values expected in a manager is the ability to understand and know each of his employees especially their strengths, weaknesses and motivating factors. Most importantly, managers should realize that each of their employees is different and hence handle them individually (Reynolds, 2009). As a manager defines the organization’s mission, he should develop a statement that motivates the workers by giving a particular focus on providing means for setting organizational goals at the operational level of the company. In addition, the employees should be able to use it as a guide for making decisions and establishing the organization’s purpose. In writing the mission statement, a manager is also expected to define the limits on how the organization intends to utilize its resources. In addition, the manager should also include the organization’s strengths and weaknesses and notify the employees on how they could direct their energy in taking the opportunity to utilize the strengths for the Organization’s benefit. As the manager writes the vision statement, he should consider identifying the organizations’ goals from a prospective view. This means including what is valued instead of what wants to be achieved by the organization. It should appear as a guideline on how to accomplish the organization’s goals. The vision statement should also be written in a manner that obliges the employees to apply their efforts and skills to the best of their ability as they work in the organization. In addition, the vision statement should be able to motivate the consumers as well since they are crucial factors in determining the organization’s success. The personal code of ethics provides several significant directions for making sure that the management profession proceeds with playing a fundamental and ethical responsibility in business (Reynolds, 2009). Managers are required to fulfill their given responsibilities within an organization with honesty and integrity. In addition, they are also expected to consider the concerns of the society by applying the values of honesty and reliability when implementing the organization’s policies. This means that a manager should not try to damage other people’s reputation through malicious or reckless means. Managers are also required to value the aspect of confidentiality as they receive information for the organization. The mission statement of an organization defines the goals to be achieved and the reasons for accomplishing them. In addition, it should influence workers in wanting to be apart of identifying the organization’s goals and evaluating the organization’s performance to ensure that they go in line with the set goals. In addition, a mission statement should involve the significance of the organization’s account, customs and values. The code of ethics applied should act as guidelines for directing the achievement of organization’s objectives (Griffin and Moorehead, 2012). An organization’s resources are expected to be efficiently and economically managed. The code of ethics also expects the organization to develop workers’ skills and abilities in order to achieve the required goals. In addition, the organization should be a healthy and secure for workers to carry out their duties comfortably. An organization’s culture is connected to its strategic principles despite it being an existing or beginning firm. During the process of establishing an organization’s culture, the strategic values are related with its cultural principles. An organization’s values are identified by first establishing the strategic values. They involve the crucial beliefs concerning the organization’s atmosphere, which helps in forming its strategy. Employees are required to have and apply those values in order for the organization to act on its strategic values. The cultural values mainly consist of the organization’s principles that explain its mode and reasons of success (Griffin and Moorehead, 2012). In accomplishing social responsibility, the organization participates in guarding and improving the wellbeing of the society including the organizational concerns. The manager is required to accomplish the goals of both the organization and the society. In order for the organization to protect the society’s welfare, it considers factors such as customer affairs, environment and work operations. One of the main actions indicating social responsibility involves giving back to the society (Reynolds, 2009). The ethical analysis of an organization defines the relationship pattern development that is associated with employees as individuals and groups as combining and vested concerns for the organization and the society. During the identification of the organization’s strengths, the manager should consider factors that boost progress in performance. For example, the strengths include the organization’s abilities, expertise and resources that enable it to succeed when achieving its goals (Griffin and Moorehead, 2012). On the other hand, the organization’s weaknesses comprise of factors that hinder the accomplishment of those goals from a number of perspectives including customers, competitors, environment and the market. Establishing the moral philosophy of an organization involves identifying the ethical and unethical practices. In addition, it is also involved with identifying the fundamental assumptions and analyzing them in various ethical situations. The most affirmed ethical principles and moral philosophy are based on identifying the appropriateness of certain behaviors in a particular situation. After analyzing the organization’s ethics, it is clear that the elements involved including the mission, vision, ethical principles and cultural values are all based with assisting the organization to achieve its objectives. Therefore, it is crucial for a manager to identify clearly each of these factors in order to enable the succession of organization’s goals.

An Analysis of Amazon E-commerce Business Research Paper

An Analysis of Amazon E-commerce Business - Research Paper Example In the past few years, the field of information technology has experienced an incredible speed of growth. Additionally, these advancements and developments in information technology have brought a lot of changes in the ways people understand, think and carry out tasks in the 21st century. No doubt, information technology has a serious influence over almost all the parts of our life for the reason that it plays a significant role in every walk of life. On the other hand, this amazing growth of information and communication technology has made it necessary for the businesses to make efficient and useful use of innovative tools and technologies with the purpose of surviving in this ever-increasing competitive world. However, the implementations of this modern technology cannot bring perfection in the organizational performance if they are not efficiently planned and implemented (Ellahi and Manarvi). Additionally, the ways individuals and business organizations carry out their everyday activities and survive in the twenty-first century are determined by means of the massive network of countless networks (comprising all the kinds of networks such as LANs, MANs, WANs etc.) that is normally known as the Internet. In addition, without limitations and restrictions throughout the world presence of the Internet for carrying out personal as well as business related tasks such as business deals between consumers and organizations is the basic reason behind the creation of a most attractive trend that is known as the electronic commerce (or simply e-commerce). In this scenario, define electronic commerce as an innovative process of buying and selling services and goods and products. (i.e. performing all the kinds of dealings) electronically by making use of electronic or computer based systems over the Internet, networks, and other digital technologies†. Though, e-commerce is not lim ited to just some of the business dealings but it also involves a lot of other activities that relate to those business transactions including business advertising, marketing, processing payment and offering customer support. In fact, by replacing formal and traditional manual and paper-based methods of business management with electronic methods, as well as through superior information flows in most modern and dynamic ways, electronic commerce does not just provide the businesses and customers with a potential to increase speed of the business processes such as ordering, payment for products, delivery, services and goods but also diminishes the working and supply and delivery related expenses of the businesses (Laudon and Laudon 25). In order to support the e-commerce related activities the Internet offers a wonderful technology known as the World Wide Web (WWW) that is a widespread place for carrying out e-commerce activities, building and implementing most recent tools and techno logies for the businesses to stay in touch with each other and their partners and customers (Norton 371). This report is based on a detailed analysis of a large e-commerce business. For this purpose I have chosen e-commerce business platform ‘Amazon’. In this report, I will discuss an overview of this retail business platform with respect to various other features such as how this e-commerce solution creates competitive advantage for the firm, investigation of how the business unit approached e-commerce solution, e-commerce solutions strategy and what were desired and actual outcomes. In the last, I will also present a set of recommendations. Before we present an overview the Amazon’s e-commerce business, we should be well familiar with the concepts that are associated with e-commerce. The discussion of these concepts will help us better understand

Five aspects of language knowledge Essay Example | Topics and Well Written Essays - 250 words - 1

Five aspects of language knowledge - Essay Example It is necessary to emphasize that there are several phonemes that may not occur in children’s native language. That is why there can be some difficulties in the process of language learning. In this case, a teacher should create a good instruction to make students familiar with all new sounds. A child’s brain is trained to systemize all sounds according to the categories common for native language. This fact frequently conflicts with English phonemes. To make the lessons more effective and involve the students in active participation a teacher should apply games, songs and poems. It is proved that children percept information better through such methods, especially when they learn a language. It is difficult for a student to learn phonics of a new language if they are not good at their native one. They cannot understand initial concepts of the correlation between phonemes and graphemes. There is also the list of vocabulary that is applied to communicate by means of a ce rtain language. It has been already proved that children learn their vocabulary by means of three ways: 1) active reading on their own, 2) listening to adults and 3) with the help of interaction with adults. Child’s language development may affect a teacher’s methodologies. They are different on various levels of student’s knowledge. Moreover, both delayed development and fluency relate to the acquisition of written knowledge. They also require changing the methods for language

Theology Essays | Old Testament

Theology Essays | Old Testament Did the prophets of the Old Testament predict the future, or did they speak to change to way people were behaving? In essence, were they foretellers or forthtellers? IntroductionThe Hebrew Bible, or Old Testament recounts the history, and specifically the religious history of Israel, from the creation to a few hundred years before the birth of Christ. The Old Testament tells the story of the people of Israel and their relationship with God or Yaweh. It tells how Israel sinned against the God who had given her all that she had because the people were unable to keep to their covenant with God (Lemche, 1995). Within the Old Testament the Prophetic writings either address the specific historical conditions in Israel or they refer to social conditions. This paper will examine the books of the Prophet Amos and of the Prophet Isaiah to assess whether the prophets were foretellers or forthtellers. The paper will begin with a brief sketch of the historical background followed by an explanation of terms with reference to Amos and Isaiah.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã ‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Prophets, Foretellers and Forthtellers.The writings attributed to the prophets Amos and Isaiah date from around the eighth and seventh centuries BCE. They are two of the later prophets and they spoke against the backdrop of the changing political scene which resulted in the exile of Israel, the northern kingdom, after the capture of Samaria in 721 BCE and then to the exile of Judah after the destruction of Jerusalem in 586 BCE (Clines, 1990). The central message of these prophets is to do with the exile, either warning of its coming or reflecting on its meaning and calling for the people to repent in order that God might change his mind. Scholars are of the opinion that the books have been subject to later editing, what is known as redaction, the imposition of something that happened in a different context. It is for this reason that the texts, while having a historical backdrop, and giving some historical facts, should not be regarded as a straightforward historical record. Rather they are a record of God’s dealing with his people. Unlike earlier prophets, these writings say far less about the prophets and more about the words of God that they give and receive (Whybray, 1993). The word prophet is generally accepted to have come from the Hebrew word ‘nabi’ which means to speak or to utter words. The biblical usage of the word has meant that it has come to be associated with someone who is the interpreter and mouthpiece of God.This is made clear in the opening verses of the Book of Amos, a shepherd of Tekoa. The Lord roars from Zion, and utters his voice from Jerusalem; the pastures of the shepherds wither, and the top of Carmel dries up (Amos. 1:2 NRSV). In the above verse Amos describes the way in which the Lord speaks through him and verse three then begins with Thus says the Lord. First Isaiah begins in much the same way: Hear o heavens, and listen, o earth; for the Lord has spoken: I reared children and brought them up, but they have rebelled against me (Isaiah, 1:2 NRSV). Here Isaiah is literally proclaiming himself as the mouth piece of the Lord. The word ‘nabi’ expresses a function, it is what the prophet does, other words are used to denote what the prophet is, an oracle or a man of vision. Isaiah is known as a major prophhet because of the length of the book and Amos a minor prophet because his writings are much shorter. The prophets then, were divine messengers who addressed the people of God. In most cases the messages were not asked for Amos chapter seven tells how God put Amos where he was: ..and the Lord took me from following the flock, and the Lord said to me, â€Å"Go, prophesy to my people Israel† (Amos, 7:15). The book of Amos begins by introducing the prophet as a shepherd and then goes straight into the message from God as in verse two. Isaiah also begins by introducing the prophet and then proceeds to God’s word to the people. Some prophets were sons of prophets and some belonged to a community of prophets under a leader, some were solitary like Amos who did not really count himself a prophet, Then Amos answered Amaziah, â€Å"I am no prophet, nor a prophet’s son†¦and the Lord took me from following the flock, and the Lord said to me, â€Å"Go, prophesy to my people Israel (Amos, 7:14-15). Both Amos and Isaiah spoke out against social injustice and the ways in which the rich people cheated those who were poor. The prophet Amos spoke out against the idolatry of the people, who still strayed after the golden calf idol which had been set up by King Jeroboam the first when the nation was first split into two kingdoms. Amos spoke in the time of Jeroboam the second when Israel was enjoying a time of prosperity (Clines, 1990). Amos spoke out against the religious and social corruption that he saw around him. He spoke of Israel’s guilt and of their forthcoming punishment in chapter three: Hear this that the Lord has spoken against you, O people of Israel against the whole family that I brought up out of the land of Egypt: You only have I known, of all the families of the earth; therefore I will punish you for all your iniquities (Amos 3:1-2). Isaiah wrote in the eighth century BCE, almost two hundred years before the fall of Jerusalem to Babylon (Clines, 1990). He spoke to the people of Judah, and warned them of God’s displeasure. They had become complacent and tolerated all kinds of social injustice. When Isaiah wrote the people were reaching the point of no return because of their rejection of God and their constant refusal to give up their corrupt religious practices and their oppression of the poor. Thus, in the opening chapter Isaiah tells the people: When you stretch out your hands, I will turn my eyes from you; even though you make many prayers I shall not listen; your hands are full of blood. Learn to do good; seek justice, rescue the oppressed, defend the orphan, plead for the widow (Isaiah, 1:15 and 17). The words of the prophets can be read at a number of levels. They were forthtellers in that they spoke out against injustice and called the people back to God. They were foretellers in that they warned of the judgement and punishment to come if the people continued in their idolatry and their unjust practices. The most famous verse of this nature is to be found in the book of the prophet Amos chapter five:    Take away from me the noise of your songs; I will not listen to the melody of your harps. But let justice roll down like waters, and righteousness like an ever-flowing stream (Amos 5:23-24). Amos is speaking out against the social injustices of his time and saying that God’s command was for the people to be just and righteous. It was a verse used by Martin Luther King when he spoke out against the racial injustices in America and headed Black people’s struggle for civil rights in the 1960s. Isaiah also spoke out against injustice and makes use of the image of a vineyard where grapes are pressed, the injustices committed against the people, are, in God’s eyes, akin to pressing their faces in the same way that grapes are pressed. Isaiah says in chapter 5: But the Lord of Hosts is exalted by justice, and the holy God shows himself holy by righteiousness (Isaiah, 5:16) In this way the prophets were forthtellers because the word means to speak forth, or speak out against the wrong that people were doing and to tell them that what God required of them was to act justly and in this way they could achieve righteousness. The people had forsaken God’s Holy Law which had been given to them by Moses and the prophets were called by God to draw the people back. When they were not being idolatrous the people were indulging in empty religious ritual. Amos tells the people how displeased God is with their religious ‘nodding’: I hate, I despise your festivals, and I taken no delight in your solemn assemblies. Even though you offer me your burnt offerings and grain offerings, I will not accept them (Amos, 5:21-22).   Amos speaks out against the people’s religious practices and tells them it is not religion that God wants from them, but justice. Whenever the prophet speaks forth and tells of God’s displeasure he also later reminds them of God’s loving and forgiving nature. Although the prophets forthtell God’s judgement on an unrepentant people, they also fortell, or speak of God’s future blessings if the people mend their ways. Even though God has spoken to the noble women, calling them the cows of Bashan (Amos, 4:1) he provides a way of escape in chapter five. Seek the Lord and live, or he will break out against the house of Joseph like fire, and it will devour Bethel, with no-one to quench it (Amos, 5:6). This is very similar to the message in the first chapter of Isaiah where God speaks against the people. Isaiah forthtells God’s displeasure but then says that if they seek God and do justice then God will repent himself of the punishment he is calling down. Clines (1990) maintains that the major job of the prophets was to call the people back to obedience. To do this they spoke out against injustice and corrupt or empty religious practice and warned of the judgement of God if they continued living life that way. Amos particularly has often been called the prophet of doom because of his warnings about the destruction of the way of life of the people and yet he also gives a message of hope. The prophets therefore forthtell in that they speak directly to the situation as they believe God has revealed to them, but they also foretell in that they speak of impending judgement if the people do not return to obedience. The prophets felt that God alone directed the course of history, a nd that God would punish the people who did not worship him in the right way. Worship applied to all areas of life, from formal worship to social justice and right relationships. The prophets called the people to repentance. Lemche (1995) maintains that the prophets observe what is going on, that society no longer adhered to the laws underlying the world God created. They then forthtell what is wrong and outline what the consequences will be if they continue. It is not easy to date exactly when or how the prophetic writings were put together, scholars are generally agreed that the book of Amos is the work of one person, either Amos himself or his scribe. The book of Isaiah on the other hand presents more problems, some scholars accept that it is the work of one person, others state that parts of the book describe events that happened long after the prophet’s death and must therefore have been written by a second and even third authors. By and large however these scholars reject the religious belief that God alone directed the course of history and this was perhaps why Isaiah could have been cognisant of future events. Certainly Isaiah lived in turbulent times, Jerusalem was under siege from the Assyrian Sennacherib and Isaiah forthtold God’s wrath over the sins of the people. Assyrian will be the means of God punishing the people, in chapter 10 God speaks of Assyria as: the rod of my anger-the club in their hands is my fury! Against a godless nation I send him and against the people of my wrath I command him to take spoil, and seize plunder, and to tread them down like the mire of the streets   (Isaiah, 10:5-6).   Ã‚  ConclusionThe prophets Amos and Isaiah, forthtold or spoke against the injustices that they saw. They warned the people that if they did not return to the correct form of worship laid out by Moses and reiterated in the book of the prophet Hosea: that knowledge of God was achieved through doing justice and by pleading the cause of the oppressed. The prophets may have foretold some events but what is most important about the prophetic writings is their forthtelling. The prophets spoke out against the social conditions that they observed and the ways in which people dealt with each other. When they dealt unjustly then God did not want their worship because it was empty. Religion only meant something if its effects could be seen in the pursuit of justice and of just dealings with others. The prophets warned the people that God would punish them if they did not heed his call to repent. They did not just foretell doom, God loved the people, he would forgive them if they returned to him, but if they did not then the prophets warned that only a remnant would be saved. It is not easy always to separate where the prophets may be speaking of future events or whether this has been altered when the books were edited. What is clear is that the prophets were forthtellers in that from their observation of the social conditions they spoke forth what they believed was God’s word to the people. Bibliography Clines, D. Fowl, S. and Porter, S eds. 1990 The Bible in Three Dimensions: Essays in Celebration of Forty Years of Biblical Studies in the University of Sheffield Sheffield, Sheffield Academic Press Lemche, N 1995 Ancient Israel: A New History of Israelite Society Sheffield, Sheffield Academic Press Holy Bible 1995 New Revised Standard Version   Michigan, Zondervan Publishing House Whybray, N 1987 The Making of the Pentateuch (JSOT, 53: Sheffield, Sheffield Academic Press) http://www.newadvent.org/cathen/12477a.htm

Essay --

Throughout the years, the news media has existed in some form or another. Starting back in medieval times, news came primarily through a town crier, who spouted information about the events occurring in the kingdom. Then as the years progressed, alternative forms of news erupted; the newspaper, the radio, television. The three of these contained a central element: the reporter. However, depending on which outlet that a person decided to receive their news on, the stories may end up different. After all, when one watches the television, the reports depend on the use of flashy images and strong dialogue to press the news into the hearts of citizens. However, when someone catches their news in a written variety, be it a newspaper or a magazine, the reports tend to rely more heavily on the details. But both varieties of news media have their merits and their problems. For example, when following the Affordable Care Act website crash as well as the law's other glitches, the televi sed coverage and the print coverage painted a slightly different picture for what should have been the same story. The Affordable Care Act (ACA) is a policy, passed in 2010 by President Barack Obama, that was made to reform the Health Care System as it once stood. The law, dubbed ObamaCare, made it mandatory for all citizens of the United States to have medical insurance by 2014. It also provided a framework for what a baseline medical insurance plan could have. Now, all coverage plans must include prenatal services as well as cancer screenings for woman, for one example. Another feature of the law is that it made a policy that stated that no person can be denied coverage because of a preexisting condition, such as asthma or diabetes. The Afforda... ...ds to be presented in a fact-based format, while for televised broadcasts, the information can be given through short snippets filled with photo and video evidence. In the example of ObamaCare glitches and problems, the story was fully fleshed out through the use of both television reports and printed articles. Without the statistics given through the journals, the video snippets given by the television wouldn't have much reason. The same occurs in the reverse. The televised industry is more widely used due to its accessibility. But neither is better than the other. After all, one doesn't know the whole story until they get both sides. If one option doesn't have the information you need, the other option probably will. Through the use of a critical mind and research, the whole story may be discovered. This can only be achieved through use of both resources.

Advertising Message

Advertising Messages and Creative Approaches †¢ Whether advertising converts people into becoming brand-loyal customers or acts as a defensive shield to reassure current buyers, and whether central or peripheral cues are required, there still remains the decision about the nature and form of the message to be conveyed: the creative strategy. †¢ In practice, the generation of suitable messages is derived from the creative brief. For the sake of discussion and analysis, four elements will be considered.These concern the balance, the structure, the perceived source and the presentation o f the message to the target audience †¢ The Balance of the Message †¢ With high-involvement decisions, where persuasion occurs through a central processing route, the emphasis o f the message should be on the information content, in particular, the key attributes and the associated benefits. †¢ It is evident from previous discussions that the effectiveness of any single message is dependent upon a variety of issues.From a receiver's perspective, two elements appear to be significant: first, the amount and quality of the information that is communicated, and, second, the overall judgement that each individual makes about the way a message is communicated. †¢ The Balance of the Message †¢ This suggests that the style of a message should reflect a balance between the need for information and the need for pleasure or enjoyment in consuming the message.It is clear that when dealing with high-involvement decisions, where persuasion occurs through a central processing route, the emphasis of the message should be on the information content, in particular, the key attributes and the associated benefits. This style is often factual and product orientated. If the product evokes low-involvement decision-making, then the message should concentrate upon the images that are created within the mind of the message recipient. This style seeks to elicit an emotiona l response from receivers.There are, of course, many situations where both rational and emotional messages are needed by buyers in order to make purchasing decisions. †¢ Likeability †¢ Likeability is important, because learning and attitude change may be positively correlated with the degree to which consumption o f the message is enjoyed. †¢ An issue that has been gaining increasing attention since the beginning of the 1990s concerns the level of likeability that an advertisement generates. Likeability is important, because learning and attitude change may be positively correlated with the degree to which consumption of the message is enjoyed.This means that the greater the enjoyment, the greater the exposure to the message and the lower the probability that the message will be perceptually zapped. †¢ Biel (1990) found that changes in product preferences were considerably improved when receivers had `liked the commercial a lot'. This compares with those who were less enthusiastic or neutral towards the advertisement. Haley (1990) reported that advertisements that create a belief that the product is excellent and where messages that are liked are commercially more successful.In other words, a message that is well liked will sell more product than a message that fails to generate interest and liking. †¢ This begs the question, `what makes a message liked? ‘ Obviously, the receiver must be stimulated to become interested in the message. Having become emotionally engaged, interest can only be sustained if the credibility of the advertisement can also be maintained. The style of the message should be continued, in order that the context of the message does not require the target audience to readjust their perception.This is particularly important for low-involvement messages, where receivers have little or no interest. If the weak theory is adopted, then `liked' advertisements will tend to be those for whom the receiver has prior exp erience or exposure. Messages that are well liked appear to consist of the following components (du Plessis, 1998): 1. The advertisement needs to be entertaining. This usually means that the advertisement is new and people are curious. 2. People like advertisements with which they can identify and which show them in a good light 3.People appear to like advertisements that refer to products that are new, that tell them how the products might be useful to them and which show them how to use products. Otherwise, perceptual selection will ensure that messages for products of which target has no experience, or which the target has no interest in, will be screened regardless of the quality or the likeability of the communication The likeability level that an advertisement achieves is not the sole reason or measure of an advertisement's success or effectiveness (Joyce, 1991). Research from The Netherlands suggests that interest is also an important and interrelated factor. Stapel (1991) st rongly suggests that advertisers should make their messages interesting, as this will probably lead to liking and overall effectiveness. †¢ However, likeability and associated interest are new and interesting contributions that need to be considered when the style of an advertising message is determined. †¢ Message Structure An important part of message strategy is the consideration of the best way of communicating the key points, or core message, to the target audience without encountering objections and opposing points of view. The following are regarded as important structural features which shape the pattern of a message †¢ Conclusion Drawing †¢ Should the message draw a firm conclusion for the audience or should people be allowed to draw their own conclusions from the content? Explicit conclusions are, of course, more easily understood and stand a better chance of being effective (Kardes, 1988).However, it is the nature of the issue, the particular situation and the composition of the target audience that influence the effectiveness of conclusion drawing (Hovland and Mandell, 1952). Whether or not a conclusion should be drawn for the receiver depends upon the following: 1. The complexity o f the issue Healthcare products, central heating systems and personal finance services, for example, can be complex, and for some members of the target audience their cog nitive ability, experience and motivation may not be sufficient for them to draw their own conclusions.The complexity of the product requires that messages must draw conclusions for them. It should also be remembered that even highly informed and motivated audiences may require assistance if the product or issue is relatively new. 2. The level o f education possessed by the receiver Better-educated audiences prefer to draw their own conclusions, whereas less educated audiences may need the conclusion drawn for them because they may not be able to make the inference from the message. 3. Whether immediate action is required If urgent action is required by the receiver, then a conclusion should be drawn very clearly.Political parties can be observed to use this strategy immediately before an election. 4. The level o f involvement High involvement usually means that receivers prefer to make up their own minds and may reject or resent any attempt to have the conclusion drawn for them (Arora, 1985). One- and two-sided messages †¢ This concerns whether the cases for and against an issue or just that in favour are presented to an audience. Messages that present just one argument, in favour of the product or issue, are referred to as one-sided.Research indicates that one-sided messages are more effective when receivers favour the opinion offered in the message and when the receivers are less educated. †¢ Two-sided messages, where the good and bad points of an issue are presented, are more effective when the †¢ receiver's initial opinion is opposite to th at presented in the message and when they are highly educated. Credibility is improved and two-sided messages tend to produce more positive perceptions of a source than one-sided messages (Faison, 1961). †¢ Order of Presentation Further questions regarding the development of message strategy concern the order in which important points are presented. Messages which present the strongest points at the beginning use what is referred to as the primacy effect. The decision to place the main points at the beginning depends on whether the audience has a low or high level of involvement. A low level may require an attention-getting message component at the beginning. Similarly, if the target has an opinion opposite to that contained in the message, a weak point may lead to a high level of counter-argument. †¢ A decision to lace the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at the beginning and at the end of the message will enhance message reception and recall. A decision to place the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at t he beginning and at the end of the message will enhance message reception and recall. A decision to place the strongest points at the end of the message assumes that the recency effect will bring about greater levels of persuasion. This is appropriate when the receiver agrees with the position adopted by the source or has a high positive level of involvement. †¢ The order of argument presentation is more relevant in personal selling than in television advertisements. However, as learning through television is largely passive, because involvement is low and interest minimal, the presentation of key selling points at the beginning and at the end of the message will enhance message reception and recall. Source of the Message †¢ The effect of source credibility. on the effectiveness of the communication, and in particular the persuasiveness of a message, should not he underestimated. †¢ The key components of source credibility are, first, the level of perceived expertise (how much knowledge the source is thought to hold) and the personal motives the source is believed to possess. What degree of trust can be placed in the source concerning the motives for communicating the message in the first place? No matter what the level of expertise, if the level of trust is questionable, credibility ,will be adversely affected. Establishing Credibility †¢ Credibility can be established in a number of ways. One simple approach is to list or display the key attributes of the organisation or the product and then signal trustworthiness through the use of third-party endorsements and the comments of satisfied users. †¢ A more complex approach is to use referrals, suggestions and association. Trustworthiness and expertise, the two principal aspects of credibility, can be developed by using a spokesperson or organisation to provide testimonials on behalf of the sponsor of the. advertisement. Credibility, therefore, can be established by the initiator of the advertisement or by a messenger or spokesperson used by the initiator to convey the message. †¢ Credibility Established by the Initiator †¢ The credibility of the organisation initiating the communication process is important. An organisation should seek to enhance its reputation with its various stakeholders at every opportunity. †¢ However, organisational credibility is derived from the image, which in turn is a composite of many perceptions. Past decisions, current strategy and performance indicators, level of service and the type of performance network members (e. . high-quality retail outlets) all influence the perception of an organisation and the level of credibility that follows. †¢ Credibility Established by the Initiator †¢ One very important factor that influences credibility is branding. Private and family brands in particular allow initiators to develop and launch new products more easily than those who do not have such brand strength. Brand ext ensions (such as Mars icecream) have been launched with the credibility of the product firmly grounded in the strength of the parent brand name (Mars).Consumers recognise the name and make associations that enable them to lower the perceived risk and in doing so provide the platform to try the new product. †¢ The need to establish high levels of credibility also allows organisations to divert advertising spend away from a focus upon brands to one that focuses upon the organisation. Corporate advertising seeks to adjust organisation image and to build reputation. †¢ Credibility Established by a Spokesperson †¢ People who deliver the message are often regarded as the source, when in reality they are only the messenger. These people carry the message and represent the true source or initiator of the message (e. g. manufacturer or retailer). Consequently, the testimonial they transmit must be credible. There are four main types of spokesperson: the expert, the celebrity, the chief executive officer and the consumer. †¢ The expert has been used many times and was particularly popular when television advertising first established itself in the 1950s and 1960s. Experts are quickly recognisable because they either wear white coats and round glasses or dress and act like `mad professors'.Through the use of symbolism, stereotypes and identification, these characters (and indeed others) can be established very quickly in the minds of receivers and a frame of reference generated which does not question the authenticity of the message being transmitted by such a person. Experts can also be users of products, for example, professional photographers endorsing cameras, secretaries endorsing word processors and professional golfers endorsing golf equipment †¢ Credibility Established by a Spokesperson Entertainment and sporting celebrities have been used increasingly in the 1990s, not only to provide credibility for a range of high-involvement (e. g. An gus Deayton for Barclaycard and Marianne Paithfull for Virgin Atlantic, and low-involvement decisions (e. g. David Beckham for Brylcream) but also to grab the attention of people in markets where motivation to decide between competitive products may be low. The celebrity enables the message to stand out among the clutter and noise that typify many markets. It is also hoped that the celebrity and or the voice-over will become a peripheral cue in the decision-making process: Joanna Lumley for Boots Opticians and AOL email, Gary Lineker for Walkers Crisps and Heather Lockyear for L'Oreal. There are some potential problems which advertisers need to be aware of when considering the use of celebrities. First, does the celebrity fit the image of the brand and will the celebrity be acceptable to the target audience? Consideration also needs to be given to the longer-term elationship between the celebrity and the brand. Should the lifestyle of the celebrity change, what impact will the chang e have on the target audience and their attitude towards the brand? Witness the separation of the (then) England football coach, Glenn Hoddle, and his wife, and the consequent termination of the Weetabix advertisement set around the family breakfast table. †¢ This matching process can be used to change brand attitudes as well as reinforce them. BT wanted to change the attitude that men had to telephone calls.Rather than being just the bill payer and the gatekeeper of calls to other members of the family, the role Bob Hoskins had was to demonstrate male behaviour and to present a solution that was acceptable to all members of the family. Attitudes held by men towards the telephone and its use changed significantly as a result of the campaign, partly because Hoskins was perceived as a credible spokesperson, someone with whom men could identify and feel comfortable. †¢ The second problem concerns the impact that the celebrity makes relative to the brand.There is a danger that the receiver remembers the celebrity but not the message or the brand that is the focus of the advertising spend. The celebrity becomes the hero, rather than the product being advertised. Summers (1993) suggests that the Cinzano advertisements featuring Joan Collins and Leonard Rossiter are a classic example of the problem: `The characters so dwarfed the product that consumers may have had trouble recalling the brand'. †¢ Issues such as brand development can also be impeded when identification by an audience with the celebrity is strong.Sony had to fade audiences away from its association with John Cleese by using a Robot/Cleese look-alike for a period. †¢ Richard Branson is used to promote Virgin Financial products and Victor Kiam `so liked the razor that he bought the company' (Remington). Here, the CEO openly promotes his company. This form of testimonial is popular when the image of the CEO is positive and the photogenic and on-screen characteristics provide for enhan ced credibility. Bernard Mathews has established authenticity and trustworthiness with his personal promotion of Norfolk Roasts. †¢ The final form of spokesperson is the consumer.By using consumers to endorse products, the audience is being asked to identify with a `typical consumer'. The identification of similar lifestyles, interests and opinions allows for better reception and understanding of the message. Consumers are often depicted testing similar products, such as margarine and butter. The Pepsi Challenge required consumers to select Pepsi from Coca-Cola through blind taste tests. By showing someone using the product, someone who is similar to the receiver, the source is perceived as credible and the potential for successful persuasion is considerably enhanced. Sleeper Effects †¢ The assumption so far has been that high credibility enhances the probability of persuasion and successful communication. This is true when the receiver's initial position is opposite to th at contained in the message. When the receiver's position is favourable to the message, a moderate level of credibility may be more appropriate. †¢ Whether source credibility is high, medium or low is of little consequence, according to some researchers (Hannah and Sternthal, 1984).The impact of the source is believed to dissipate after approximately six weeks and only the content of the message is thought to dominate the receiver's attention. This sleeper effect (Hovland et al. , 1949) has not been proved empirically, but the implication is that the persuasiveness of a message can increase through time. Furthermore, advertisers using highly credible sources need to repeat the message on a regular basis, in order that the required level of effectiveness and persuasion be maintained (Schiffman and Kanuk, 1991). †¢ Presentation of the Message The presentation of the promotional message requires that an appeal be made to the target audience. The appeal is important, because u nless the execution of the message appeal (the creative) is appropriate to the target audience's perception and expectations, the chances of successful communication are reduced. †¢ There are two main factors associated with the presentation. Is the message to be dominated by the need to transmit product-orientated information or is there a need to transmit a message which appeals predominantly to the emotional senses of the receiver?The main choice of presentation style, therefore, concerns the degree of factual information transmitted in a message against the level of imagery thought necessary to make sufficient impact for the message to command attention and then be processed. There are numerous presentational or executional techniques, but the following are some of the more commonly used appeals. †¢ Appeals Based upon the Provision of Information †¢ Factual †¢ Sometimes referred to as the `hard sell', the dominant objective of these appeals is to provide info rmation.This type of appeal is commonly associated with high-involvement decisions where receivers are sufficiently motivated and able to process information. †¢ Persuasion, according to the ELM, is undertaken through the central processing route. This means that advertisements should be rational and contain logically reasoned arguments and information in order that receivers are able to complete their decision-making processes †¢ †¢ The establishment of credibility is vital if any message is to be accepted.One of the ways in which this can be achieved is to present the message in such a way that the receiver can identify immediately with the scenario being presented. This process of creating similarity is used a great deal in advertising and is referred to as slice-of-life advertising. For example, many washing powder advertisers use a routine that depicts two ordinary women (assumed to be similar to the target receiver), invariably in a kitchen or garden, discussing the poor results achieved by one of their washing powders. Following the advice of one of the women, the stubborn stains are seen to be overcome by the focus brand. The overall effect of this appeal is for the receiver to conclude the following: that person is like me; I have had the same problem as that person; he or she is satisfied using brand X, therefore, I too will use brand X. This technique is simple, well tried, well liked and successful, despite its sexist overtones. It is also interesting to note that a number of surveys have found that a majority of women feel that advertisers use inappropriate stereotyping to portray females roles, these being predominantly housewife and mother roles. †¢ Demonstration A similar technique is to present the problem to the audience as a demonstration. The focus brand is depicted as instrumental in the resolution of a problem. †¢ Headache remedies, floor cleaners and tyre commercials have traditionally demonstrated the pain, the dirt and the danger respectively and then shown how the focus brand relieves the pain (Panadol), removes the stubborn dirt (Flash) or stops in the wet on a coin (or edge of a rooftop – Continental tyres). †¢ Whether the execution is believable is a function of the credibility and the degree of life-like dialogue or copy that is used. Comparative Advertising †¢ Comparative advertising is a popular means of positioning brands. Messages are based upon the comparison of the focus brand with either a main competitor brand or all competing brands, with the aim of establishing superior. †¢ The comparison may centre upon one or two key attributes and can be a good way of entering new markets. Entrants keen to establish a presence in a market have little to lose by comparing themselves with market leaders. †¢ However, market leaders have a great deal to lose and little to gain by comparing themselves with minor competitors. Appeals Based Upon Emotions and Feelings †¢ Appeals based on logic and reason are necessary in particular situations. However, as products become similar and as consumers become more aware of the range of available products, so the need to differentiate becomes more important. Increasing numbers of advertisers are using messages which seek to appeal to the target's emotions and feelings, a `soft sell'. Cars, toothpaste, toilet tissue and mineral water often use emotion-based messages to differentiate their products. There are a number of appeals that can be used to solicit an emotional response from the receiver. Of the many techniques available, the main ones that can be observed to be used most are fear, humour, animation, sex, music, and fantasy and surrealism. †¢ Fear †¢ Fear is used in one of two ways. The first type demonstrates the negative aspects or physical dangers associated with a particular behaviour or improper product usage. Drink driving, life assurance and toothpaste advertising typify this form of appeal. The second approach is the threat of social rejection or disapproval if the focus product is not used. This type of fear is used frequently in advertisements for such products as anti-dandruff shampoos and deodorants and is used to support consumers' needs for social acceptance and approval. †¢ Fear appeals need to be constrained, if only to avoid being categorised as outrageous and socially unacceptable. There is a great deal of evidence that fear can facilitate attention and interest in a message and even motivate an individual to take a particular course of action: for example, to stop smoking.Fear appeals are persuasive, according to Schiffman and Kanuk (1991), when low to moderate levels of fear are induced. †¢ Ray and Wilkie (1970), however, show that should the level of fear rise too much, inhibiting effects may prevent the desired action occurring. This inhibition is caused by the individual choosing to screen out, through perceptive selection, mess ages that conflict with current behaviour. The outcome may be that individuals deny the existence of a problem, claim there is no proof or say that it will not happen to them. †¢ Humour The use of humour as an emotional appeal is attractive because it can draw attention and stimulate interest. A further reason to use humour is that it can put the receiver in a positive mood. Mood can also be important, as receivers in a positive mood are likely to process advertising messages with little cognitive elaboration (Batra and Stayman, 1990). †¢ This can occur because there is less effort involved with peripheral rather than central cognitive processing, and this helps to mood protect. In other words, the positive mood state is more likely to be maintained if cognitive effort is avoided.Yellow Pages have used humour quietly to help convey the essence of their brand and to help differentiate it from the competition †¢ It is also argued that humour is effective because argumen t quality is likely to be high. That is, the level of counter-argument can be substantially reduced. Arguments against the use of humour concern distraction from the focus brand, so that while attention is drawn, the message itself is lost. With the move to global branding and standardisation of advertising messages, humour does not travel well. While the level and type of humour are difficult to gauge in the context of the processing abilities of a domestic target audience, cultural differences seriously impede the transfer of jokes around the world. Visual humour (lavatorial, Benny Hill type approaches) is more universally acceptable (Archer, 1994) than word-based humour, as the latter can get lost in translation without local references to provide clues to decipher the joke. †¢ Humour, therefore, is a potentially powerful yet dangerous form of appeal.Haas (1997) reports that UK advertising executives have significantly higher confidence in the use of humour than their US cou nterparts, but concludes that ‘humour is a vague concept and that its perception is influenced by many factors'. These factors shape the context in which messages are perceived and the humour conveyed. †¢ Animation †¢ Animation techniques have advanced considerably in recent years, with children as the prime target audience. However, animation has been successfully used in many adulttargeted advertisements, such as those by Schweppes, Compaq, Tetley Tea, Direct Line Insurance and the Electricity Board. The main reason for using animation is that potentially boring and low-interest/involvement products can be made visually interesting and provide a means of gaining attention. A further reason for the use of animation is that it is easier to convey complex products in a way that does not patronise the viewer. †¢ Sex †¢ Sexual innuendo and the use of sex as a means of promoting products and services are both common and controversial. Using sex as an appeal in messages is excellent for gaining the attention of buyers. †¢ Research shows, however, that it often achieves little else, particularly when the product is unrelated.Therefore, sex appeals normally work well for products such as perfume, clothing and jewelry but provide for poor effectiveness when the product is unrelated, such as cars, photocopiers and furniture. †¢ Haagen-Dazs premium ice-cream entered the UK market using pleasure as central to the message appeal. This approach was novel to the product class and the direct, natural relationship between the product and the theme contributed to the campaign's success. †¢ The use of sex in advertising messages is mainly restricted to getting the attention of the audience and, in some circumstances, sustaining interest.It can be used openly, as in various lingerie, fragrance and perfume advertisements, such as WonderBra and Escape, sensually, as in the Haagen-Dazs and Cointreau campaigns, and humorously in the Locketts brand. †¢ Music †¢ Music can provide continuity between a series of advertisements can and also be a good peripheral cue. A jingle, melody or tune, if repeated sufficiently, can become associated with the advertisement. Processing and attitudes towards the advertisement may be directly influenced by the music.Music has the potential to gain attention and assist product differentiation. Braithwaite and Ware (1997) found that music in advertising messages is used primarily either to create a mood or to send a branded message. In addition, music can also be used to signal a lifestyle and so communicate a brand identity through the style of music used. †¢ Many advertisements for cars use music, partly because it is difficult to find a point of differentiation (Independent, 18 October 1996), and music is able to draw attention, generate mood and express brand personality (e. . Rover, BMW, Nissan Micra, Peugeot, Renault). †¢ Some luxury and executive cars are advertise d using commanding background music to create an aura of power, prestige and affluence, which is combined with strong visual images in order that an association be made between the car and the environment in which it is positioned. There is a contextual juxtaposition between the car and the environment presented. Readers may notice a semblance of classical conditioning, where the music acts as an unconditioned stimulus.Foxall and Goldsmith (1994) suggest that the stimulus elicits the unconditioned emotional responses that may lead to the purchase of the advertised product †¢ Fantasy and Surrealism †¢ The use of fantasy and surrealism in advertising has grown partly as a result of the increased clutter and legal constraints imposed on some product classes. By using fantasy appeals, associations with certain images and symbols allow the advertiser to focus attention on the product. The receiver can engage in the distraction offered and become involved with the execution of t he advertisement.If this is a rewarding experience it may be possible to affect the receiver's attitudes peripherally. Readers may notice that this links to the earlier discussion on `liking the advertisement'. †¢ Finally, an interesting contribution to the discussion of message appeal has been made by Lannon (1992). She reports that consumers' expectations of advertisements can be interpreted on the one hand as either literal or stylish and on the other as serious or entertaining, according to the tone of voice. This approach vindicates the view that consumers are active problem solvers and willing and able to decode increasingly complex messages.They can become involved with the execution of the advertisement and the product attributes. The degree of involvement (she argues implicitly) is a function of the motivation each individual has at any one moment when exposed to a particular message. †¢ Fantasy and Surrealism †¢ Advertisers can challenge individuals by prese nting questions and visual stimuli that demand attention and cognitive response. Guinness challenged consumers to decode a series of advertisements which were unlike all previous Guinness advertisements and, indeed, all messages in the product class. The celebrity chosen was dressed completely in black, which contrasted with his blonde hair, and he was shown in various time periods, past and future, and environments that receivers did not expect. He was intended to represent the personification of the drink and symbolised the individual nature of the product. Audiences were puzzled by the presentation and many rejected the challenge of interpretation. `Surfer' and `Bet on Black' are more recent Guinness campaigns which seek to convey the importance and necessity to wait (for the drink to be poured properly).To accomplish this, it portrays a variety of situations in which patience results in achievement. †¢ Fantasy and Surrealism †¢ When individuals respond positively to a challenge, the advertiser can either provide closure (an answer) or, through surreal appeals, leave the receivers to answer the questions themselves in the context in which they perceive the message. One way of achieving this challenging position is to use an appeal that cognitively disorients the receiver (Parker and Churchill, 1986). If receivers are led to ask the question `What is going on here? ‘ their involvement in the message is likely to be very high. Benetton consistently raises questions through its advertising. By presenting a series of messages that are socially disorientating, and for many disconcerting, Benetton continually presents a challenge that moves away from involving individuals into an approach where salience and `standing out' predominates. This high-risk strategy, with a risk of rejection, has prevailed for a number of years. The surrealist approach does not provide or allow for closure †¢ The conformist approach, by contrast, does require closur e in order to avoid any possible counter arguing and message rejection.Parker and Churchill argue that, by leaving questions unanswered, receivers can become involved in both the product and the execution of the advertisement. Indeed, most advertisements contain a measure of rational and emotional elements. A blend of the two elements is necessary and the right mixture is dependent upon the perceived risk and motivation that the target audience has at any one particular moment. †¢ The message appeal should be a balance of the informative and emotional dimensions. Furthermore, message quality is of paramount importance.Buzzell (1964) reported that `Advertising message quality is more important than the level of advertising expenditure'. Adams and Henderson Blair (1992) confirm that the weight of advertising is relatively unimportant, and that the quality of the appeal is the dominant factor. However, the correct blend of informative and emotional elements in any appeal is paramo unt for persuasive effectiveness. †¢ Advertising Tactics †¢ The main creative elements of a message need to be brought together in order for an advertising plan to have substance.The processes used to develop message appeals need to be open but systematic. †¢ The level of involvement and combination of the think/emotional dimensions that receivers bring to their decision-making processes are the core concepts to be considered when creating an advertising message. Rossiter and Percy (1997) have devised a deductive framework which involves the disaggregation of the emotional (feel) dimension to a greater degree than that proposed by Vaughn (1980) (see Chapter 12 for details). They claim that there are two broad types of motive that drive attitudes towards purchase behaviour.These are informational and transformational motives and these will now be considered in turn. †¢ Informational Motives †¢ Individuals have a need for information to counter negative concer ns about a purchase decision. These informational motives are said to be negatively charged feelings. They can become positively charged, or the level of concern can be reduced considerably, by the acquisition of relevant information. †¢ Transformational Motives †¢ Promises to enhance or to improve the user of a brand are referred to as transformational motives.These are related to the user's feelings and are capable of transforming a user's emotional state, hence they are positively charged. Three main transformational motives have been distinguished by Rossiter et al. (1991): †¢ Various emotional states can be associated with each of these motives, and they should be used to portray an emotion that is appropriate to the needs of the target audience. †¢ One of the key promotion objectives, identified earlier, is the need to create or improve levels of awareness regarding the product or organisation.This is achieved by determining whether awareness is required at the paint of purchase or prior to purchase. Brand recognition (at the point of purchase) requires an emphasis upon visual stimuli, the package and the brand name, whereas brand recall (prior to purchase) requires an emphasis on a limited number of peripheral cues. These may be particular copy lines, the use of music or colours for continuity and attention-getting frequent use of the brand name in the context of the category need, or perhaps the use of strange or unexpected presentation formats. Advertising tactics can be determined by the particular combination of involvement and motives that exist at a particular time within the target audience. †¢ If a high involvement decision process is determined with people using a central processing route then the types of tactics shown in Figures 21. 2 and 21. 3 are recommended by Rossiter and Percy(1997). If a low-involvement decision process is determined with the target audience using a peripheral processing route, then the types of tactics shown in Figures 21. and 21. 5 are recommended. †¢ The Rossiter-Percy approach provides for a range of advertising tactics that are oriented to the conditions that are determined by the interplay of the level of involvement and the type of dominant motivation. These conditions may only exist within a member of the target audience for a certain time. Consequently, they may change and the advertising tactics may also have to change to meet the new conditions. There are two points that emerge form the work of Rossiter and Percy.The first is that all messages should be designed to carry both rational, logical information and emotional stimuli but in varying degrees and forms. Second, low involvement conditions require the use of just one or two benefits in a message whereas high involvement conditions can sustain a number of different benefit claims. This is because †¢ persuasion through the central processing route is characterized by an evaluation of the alternative s within any one product category