Gender Policy Review Essay Example | Topics and Well Written Essays - 2000 words

Gender Policy Review - Essay Example Violence against women and girls is a prevalent and systematic infringement of elementary human rights and a pervasive form of gender-based discrimination (United Nations 2006, p.7). Statistics indicate that one in every three women has suffered the wrath of violence; physically, sexually, or some other way- most prevalently by someone she knows, inclusive of the intimate partner or another male family member. Violence against women and girls (VAWG) takes diverse forms and comprises of such acts as physical, psychological, sexual, and emotional abuse. Every day, worldwide, women confront gender-based discrimination including acts such as genital mutilation, forced prostitution, sexual slavery, and domestic violence. The analysis of oppression of women demands analysis of conditioning and socialization of individuals as the nature of economic and social utilization influences the phenomenon of violence against women (Heise 1994, p.8). In fact, women with disabilities remain predispose d to experience violence compared to other women and girls. Violence against women is degrading, humiliating, and belittling. Violence against women mainly provokes fear and insecurity, especially among the subjects and curtails women from leading independent lives (United Nations 2006, 28). Violence against women also increases their vulnerability and dependence. ... It is frequently argued that state and civil society institutions must recognize and accept responsibility for female subordination and desist from encouraging acts of violence against women. While the certain forms of violence against women (such as rape) can be regarded as widespread, other forms of abuse against women are specific to certain regions or countries (Leicht and Jenkins 2010, p.280). Thus, policy makers must understand the processes that propel women violence if those policies were to be effective. One of the historical power relations blamed for propagating violence against women encompass economic and social forces that propel exploitation of female labour and the female body. Economically disadvantaged women are highly susceptible to sexual harassment, trafficking, and sexual slavery. Furthermore, the denial of women economic power and economic independence is a significant cause of violence against women and lengthens their vulnerability and dependence. Within the family institution, historical power relations often play out (Leicht and Jenkins 2010, p.284). The family is a critical source of positive fostering and caring of values, and also plays out as a social institution where labour is exploited, and male sexual power is aggressively expressed. The family also sums up as a place where socialization that frequently disempowers women frequently features. In certain cases, familial expectations may camouflage or yield negative images of self that constrain the ability of women to realize their full potential (Leicht and Jenkins 2010, p.286). Gender- based violence can be regarded as flowing from the failure of governments and society to honour and protect the human rights of women; thus, policy makers

Assessing the occupational competence in the work enviroment Essay Example for Free

Assessing the occupational competence in the work enviroment Essay C. IN CARRYING OUT ASSESSMENT OF OCCUPATIONAL COMPETENCE, I WOULD ASK MYSELF: †¢How effective was my assessment and feedback? †¢Was there anything I didn’t anticipate? †¢How did I deal with it? †¢What went well? †¢What could I improve? †¢If I had to change anything what would I do DIFFERENTLY? I WOULD ASK THE LEARNER WHAT THEY INTEND TO DO AND HOW THEY ARE GOING TO ACHIEVE IT, GET THEM TO TELL ME WHAT TOOLS THEY ARE GOING TO USE TO GET THE DESIRED LOOK AND WHY THEY WILL BE USING THEM, ALSO WHAT PRODUCTS ARE GOING TO BE USED (IF ANY). ONCE THEY HAVE FINISHED THE ASSESSMENT I WILL ASK THEM. HOW THEY THINK IT WENT AND THEN GIVE THEM MY FEEDBACK. MY FEEDBACK WILL START WITH A POSITIVE E. G. WELL DONE FOR KEEPING WITHIN THE TIME SCALE. AND THEN TELL THEM IF THE ASSESSMENT WAS ACHIEVED OR NOT AND IF NOT HOW THEY COULD WORK TOWARDS ACHIEVING IT. I WILL FINISH WITH ANOTHER POSITIVE AND SETTING A NEW TARGET WITH A NEW DATE. BY KEEPING A REFLECTIVE JOURNAL ON MY EXPERIENCES AND THOUGHTS IT WOULD HELP ME WITH MY FUTURE DEVELOPMENT AND GIVE ME USEFUL PRACTICE IN SELF-EVALUATION. D. TO MAINTAIN THE CURRENCY OF OWN EXPERTISE AND COMPETENCE RELEVANT TO OWN ROLE IN ASSESSING. OCCUPATIONAL COMPETENCE, I WILL NEED TO KEEP MY KNOWLEDGE AND SKILLS UP TO DATE IN ORDER FOR ME TO BE AN EFFECTIVE AND CREDIBLE ASSESSOR. I WILL NEED TO MAINTAIN CONTINUING PROFESSIONAL DEVELOPMENT AND I WILL HAVE TO KEEP UP TO DATE WITH RELEVANT GOVERNMENT LEGISLATIONS, AWARDING ORGANISATION REGULATIONS, POLICIES AND ORGANISATION PROCEDURES RELATED TO ASSESSMENT AND QUALITY ASSURANCE. I WILL ALSO NEED TO KEEP UP TO DATE WITH NEW DEVELOPMENTS IN VOCATIONAL TRAINING AND TEACHING. I WILL ATTEND FURTHER TRAINING COURSES TO KEEP MY CPD UP TO DATE AND KEEP A LOG OF IT. I WILL ATTEND STANDARDISATION. MEETINGS TO SHOW THAT I AM KEEPING MY ASSESSORS QUALIFICATION UP TO STANDARD REQUIRED BY THE GOVERNING BODIES. OUTCOME 4 BE ABLE TO PLAN THE ASSESSMENT OF OCCUPATIONAL COMPETENCE. B. TO PLAN ASSESSMENT OF OCCUPATIONAL COMPETENCE BASED ON THE FOLLOWING METHODS: †¢Observation of performance in the work ENVIRONMENT I WOULD OBSERVE THE LEARNER BY THEIR PERFORMANCE MAKING SURE THE CRITERIA IS COVERED. THIS WOULD BE DONE THROUGH ONE TO ONE WITH THE LEARNER. I WOULD MAKE SURE START AND FINISH TIMES WERE SET AND MAKE SURE THE SERVICE PROVIDED IS GOING TO MEET THE STANDARDS REQUIREMENTS. ANY  DOCUMENTATION WOULD HAVE TO BE FILLED IN, SIGNED AND DATED AND NEW TARGETS WOULD BE SET. †¢Examining products of work – I would check that THE WORK OF THE LEARNER HAS BEEN CARRIED OUT IN THE CORRECT AND PROFESSIONAL WAY AND THE END RESULT HAS THE DESIRED LOOK AND FINISH. †¢Questioning the learner – I would initially ask the LEARNER WHAT THEIR PLAN OF ACTION IS AND HOW THEY ARE GOING TO ACHIEVE IT, IF MORE CRITERIA NEEDED TO BE MET I WOULD ASK MORE QUESTIONS TO GIVE THEM THE OPPORTUNITY TO TRY AND MEET THE LEVEL REQUIRED. †¢Discussing with the learner – I would make sure the DISCUSSIONS WERE RELEVANT TO THE OUTCOMES AND. ASSESSMENT CRITERIA, I WOULD DISCUSS THE UNITS THAT NEED TO BE COVERED AND HOW WE COULD USE ONE VISIT TO COVER MORE THAN ONE UNIT (HOLISTIC APPROACH). I WOULD ALSO DISCUSS THE AMOUNT OF TIME NEEDED FOR THE PROCESS AND DATES AND TIMES OF VISITS. I WOULD MAKE IT CLEAR TO THE LEARNER WHAT I WOULD EXPECT FROM THEM FOR A COMPETENT ASSESSMENT. †¢Use of others (witness testimony) – As an assessor YOU WOULD NEED TO BE A PROFESSIONAL IN HAIRDRESSING WITH X NUMBER OF YEAR’S EXPERIENCE. YOU WOULD NEED TO BE FAMILIAR WITH THE NATIONAL STANDARDS AND CARRYING OUT OBSERVATIONS, YOU WOULD DOCUMENT ALL. THAT HAS BEEN OBSERVED BUT COULD NOT ENTER INTO THE CANDIDATES LOG BOOK. †¢Looking at learner statements – The learner would HAVE DOCUMENTED EXTRA EVIDENCE. THIS WOULD BE A WRITE UP ON UNDERPINNING QUESTIONS WHEN A RANGE HAS NOT QUITE BEEN MET. THIS COULD ALSO BE A WRITE UP ON A HAIR STYLE THAT WAS ACHIEVED, EXPLAINING HOW THEY WENT ABOUT GETTING THE ACHIEVED LOOK. †¢Insufficient evidence – If a learner hands back their ASSIGNMENT BUT HAS NOT MET THE CRITERIA COVERED, THEY WOULD BE TOLD THERE WAS INSUFFICIENT EVIDENCE TO COMPLETE THE ASSIGNMENT. THEY WOULD BE ASKED TO ADD THE REQUIRED EVIDENCE MAKING THE. ASSIGNMENT ACHIEVABLE. †¢Recognising prior learning – This would be when a LEARNER HAS COMPLETED A UNIT IN ANOTHER QUALIFICATION WITHIN THE SET TIME OF THE NATIONAL STANDARDS. I WOULD CHECK THEIR CERTIFICATION FOR PROOF OF THIS AND GET THE LEARNER TO TAKE THE TEST OF UNDER PINNING KNOWLEDGE SO THEY WOULD NOT HAVE TO DO THE SAME UNIT AGAIN. I WOULD BE ABLE TO DOCUMENT THIS IN THE LEARNERS LOG BOOK WITH A RPL FORM, THE FORM WOULD NEED TO BE SIGNED AND DATED FROM THE ACHIEVED DATE ON THE CERTIFICATE. C. TO PLAN THE ASSESSMENT OF OCCUPATIONAL COMPETENCE TO ADDRESS LEARNER NEEDS AND CURRENT ACHIEVEMENTS. IN MY ASSESSMENT PLAN I WOULD IDENTIFY ANY SPECIFIC NEED THAT THE LEARNER MAY HAVE E. G. DYSLEXIA (I WOULD CHECK WITH THE RELEVANT DEPARTMENT WITHIN THE TRAINING ESTABLISHMENT TO SEE WHAT HELP COULD BE OFFERED TO THE LEARNER I. E. EXTRA TIME GIVEN FOR ASSIGNMENTS AND WRITTEN TESTS). I WOULD THEN AGREE THE LEVEL AND EXTENT OF THEIR CURRENT KNOWLEDGE AND SKILLS. D. IN ASSESSMENT PLANNING MEETINGS WHEREVER POSSIBLE I WILL ALWAYS TRY TO TAKE A HOLISTIC APPROACH. IF ONE UNIT IS BEING TAKEN I WOULD IDENTIFY HOW MANY OUTCOMES AND CRITERIA MIGHT BE MET, I WOULD DO THIS BY USING THE ASSESSMENT METHODS OF: OBSERVATION, EXAMINATION OF. PRODUCTS OF WORK AND QUESTIONING. AS AN ASSESSOR, WORK TO HOLISTIC ASSESSMENT PRINCIPLES WILL MAXIMISE OPPORTUNITY AND SAVE TIME AND COST. IF I HAVE ARRANGED TO BE OBSERVED ASSESSING COMPETENCE, EXAMINING PRODUCTS OF WORK AND QUESTIONING, I COULD DISCUSS WITH MY ASSESSOR WHETHER I COULD BE OBSERVED CARRYING OUT AN ASSESSMENT PLANNING MEETING DURING THE SAME VISIT. THIS COULD BE A FOLLOW ON PLANNING MEETING WITH A LEARNER WHO IS READY TO GO ON TO THE NEXT STAGE OF THEIR ASSESSMENT. BILINGUALISM DEALING WITH BILINGUALISM WOULD FIRST HAVE BEEN ESTABLISHED AT THE INITIAL ASSESSMENT; THE LEARNER’S FIRST. LANGUAGE IS NOT ENGLISH SO AS AN ASSESSOR I WOULD HAVE TO FIND THE BEST WAY OF COMMUNICATION. THIS COULD BE IN USING AN TRANSLATOR (ELECTRONICALLY OR A DICTIONARY) THERE WOULD HAVE TO BE A CERTAIN AMOUNT OF ENGLISH VOCABULARY ON THE LEARNER’S BEHALF TO HAVE BEEN ABLE TO PASS THE TESTING THAT IS INITIALLY DONE BEFORE ACCEPTANCE OF THE COURSE. SKILLS TESTING A SKILL TESTING IS A PRACTICAL OBSERVATION OF A SET SKILL TASK THAT HAS BEEN SET BY THE ASSESSOR. THE ASSESSOR WILL TELL THE LEARNER WHAT IS REQUIRED AND GIVE THE LEARNER A SET TIME TO GET THE TASK ACHIEVED. THIS CAN BE USED TO CHECK THE LEARNER’S CAPABILITIES. MAINTAIN LEGAL AND GOOD PRACTICE REQUIREMENTS WHEN ASSESSING VOCATIONAL SKILLS, KNOWLEDGE AND UNDERSTANDING UV30566 TRACEY HEARNE OUTCOME 4 TO EVALUATE MY OWN WORK IN CARRYING OUT ASSESSMENT OF VOCATIONAL SKILLS, KNOWLEDGE AND UNDERSTANDING I WOULD ASK MYSELF: DID THE LEARNER UNDERSTAND WHAT NEEDED TO BE DONE TO MEET THE CRITERIA? WAS THE FEEDBACK CLEAR ENOUGH FOR THE LEARNER TO UNDERSTAND? WERE ASSESSMENTS MARKED AND RETURNED WITHIN THE TIMESCALE? BY ASKING MYSELF THESE QUESTIONS I CAN EVALUATE MY OWN WORK WITH THE EVIDENCE THAT I HAVE RECORDED. D. TAKE PART IN CONTINUING PROFESSIONAL DEVELOPMENT TO  ENSURE CURRENT EXPERTISE AND COMPETENCE IN ASSESSING VOCATIONAL SKILL, KNOWLEDGE AND UNDERSTANDING. IN TAKING PART OF ‘CPD’ THIS IS TO KEEP MY KNOWLEDGE UP TO DATE, AND TO MAINTAIN NEW SKILLS WHILST ASSESSING. I NEED TO BE ABLE TO PROVE HOW I HAVE BEEN DOING THIS. I NEED TO SHOW CERTIFICATES I HAVE GAINED IN COURSES I HAVE ATTENDED. KEEP A RECORD OF HOURS WORKED/SHADOWED. MADE REGULAR VISITS TO RELEVANT WEBSITES. (WWW. HABIA. ORG) READING RELEVANT PUBLICATIONS (HAIRDRESSERS JOURNAL (HJI). KEEPING A LOG OF ALL MY ATTENDANCE AND PARTICIPATION IN EVENTS AND ACTIVITIES WILL BE MY RECORD OF ‘CPD’.

Historical Investigation Into The Bomb Dropping In Japan History Essay

Historical Investigation Into The Bomb Dropping In Japan History Essay This historical investigation will examine the Manhattan Project and the use of the atomic bombs on Hiroshima and Nagasaki during World War II. Why did the United States pursue the Manhattan Project, and why did the United States decide to drop the atomic bombs on Japan? This investigation is conducted using qualitative analysis of articles and books about the development of the atomic bombs and the bombing of Hiroshima and Nagasaki. Articles were chosen from media and scholarly sources, including the New York Times and the Journal of American History. In addition, a recent book published about the bombing of Japan was chosen for its relevance to the investigations central questions. These sources were all chosen because they provide impartial evidence and facts and present numerous sides of the issues. Summary of Evidence Beginning in 1945, and completed during the same year, The Manhattan Project was basically defined by the development of the most dangerous bombs known thus far to the world: nuclear weapons that could destroy more land and more citizens than the world had ever considered possible. The Project was rushed, mainly because of Trumans desire to avoid an invasion of Japan, which would have resulted in a catastrophic number of casualties. As a result, Truman chose to stop the war altogether through the use of the largest bomb ever used in warfare, also referred to as the A-bomb (Gewen, 2008). But prior to the building of the atomic bomb, Japan was on the verge of collapse anyhow. The Germans knew they were defeated, but continued to fight to the bitter end. According to most historians, the only thing America had left to do was drop the bomb on Hiroshima, and then Nagasaki, in order to absolutely ensure the surrender of Japan, and the end of World War II (Gewen, 2008). Opinions about whether or not America should have dropped atomic bombs on Hiroshima vary. Arguments for and against the bombing continue even today. The bombing of Hiroshima has been referred to as Americas Auschwitz, by many, because of the mass genocide in Hiroshima that happened when the bomb was dropped (Gewen, 2008). New York Times writer Gewen points out how American mainstream society was absolutely ecstatic over the development of a bomb that could instantly destroy the enemy. Like Truman, America desperately wanted to see the war come to an end, and the new weapon meant a faster victory for America. It also meant the likely scrapping of a planned invasion of Japan with its incalculable loss of lives (Hiroshima, 1995, para. 7). Prior to the bombing, the number of United States soldiers casualties was already astoundingly high. In Okinawa alone, by the summer of 1945, United States casualties were huge. There were 12,500 soldiers dead, and another 36,600 wounded (Hiroshima, 1995). As a result, Trumans strategy to end the war with newly created nuclear weapons was, in general, embraced by the American public. Government officials wholeheartedly agreed with the decision as well (Hiroshima, 1995). For example, Secretary of War, Henry Stimson, and Trumans new Secretary of State, James Byrnes, agreed that the new nuclear weapon would be very useful in relations with Moscow after the war ended, but they disagreed on whether or not changes needed to be made to Americas unconditional surrender policy in order to allow for the possibility of peace between the two countries (Hiroshima, 1995). Thus, the rush to create the A-bomb began. Evaluation of Sources Hambys article in the Journal of American History is essential for this investigation because it provides a varied account of the numerous sides in historical scholarship about the dropping of the bombs on Nagasaki and Hiroshima. Hambys article notes that there are scholars who believe that the United States could have ended the war with Japan without a land invasion of the homeland and without dropping the bomb on Nagasaki and Hiroshima. In other words, hundreds of thousands of civilians who died from the nuclear blasts could have been spared if the U.S. pursued diplomacy with the Japanese leadership. However, Hamby also documents the evidence in the historical scholarship that contradicts this premise. There is strong evidence, Hamby notes, that the Japanese leadership never would have surrendered, and thus an invasion of the Japanese homeland would have been required, killing hundreds of thousands of soldiers and civilians. Max Hastings book, Retribution: The Battle for Japan, 1944-1945, claims that the myth that the Japanese were ready to surrender anyway has been so comprehensively discredited by modern research that it is astonishing some writers continue to give it credence (Hastings, 2009, p. xix). However, Hastings does not believe this justified the use of the atomic bombs against civilian populations. Rather, he simply states that the Japanese military leadership would never surrender without an extraordinary military defeat, or the demonstration of the atomic bombs. Hastings thus suggests that the United States could have tested the bombs on military targets rather than civilian targets. Yet the most interesting premise of Hastings book is the fact that the American people desired retribution against the Japanese. The U.S. and the Allied powers had already killed nearly 1 million German and Japanese civilians through air bombings, so the use of the atomic bombs was not considered barbaric but rather the equivalent of firebombing major cities with the same results as an atomic blast. This sheds light on the mentalities in the United States about the targeting of civilians during World War II. It was accepted as necessary retribution. Analysis One of the questions that plague many historians are whether or not Japan would have surrendered even if they had not been bombed (Hiroshima, 1995). The question has initiated many heated debates among scholars. For instance, author and historian, Gar Alperovitz has studied the attack on Japan and the affect it had on post-war Japan extensively, and wholly disagrees with the decision. His latest project, The Decision to Use the Atomic Bomb and the Architecture of an American Myth, in which Alperovitz argues against the atomic bomb, has drawn wide attention (Hamby, 1997). Alperovitz argues that the atomic bomb was unnecessary to end World War II for many reasons. First, his thesis espouses that Japan was ready to surrender at the time the atomic bomb was dropped on Hiroshima, and that the motives behind the bombing were therefore dishonest and self-serving (Hamby, 1997). He espouses that Japan would have likely surrendered sooner, if only the United States had enacted a modified surrender policy that ensured the continued Japanese Emperors reign on the throne (Hamby, 1997). In addition, Alperovitz points out that when the USSR entered the picture and allied with the United States in August of 1945, Japan would have more than likely surrendered shortly thereafter (Hamby, 1997). Alperovitz criticizes the failure of the government to implement a new version of Americas surrender policy, and the lack of public support for the modification in general. The decision, he states, was too rushed; this attitude simply kept the war going, when it could have been concluded far earlier than the use of the atomic bomb was deemed necessary (Hamby, 1997). In fact, Alperovitz espouses that the real reason Truman chose to approve the two bombings was largely done in order to show the Soviet Union how powerful America had become (Hamby, 1997). Mostly, America was concerned about possible interests the USSR had in Eastern Europe, and Southeast Asia (Hamby, 1997). The monopoly of other countries by the USSR frightened the United States. More recently, writer Max Hastings has suggested that the bombing on Japan was a necessary action if the war was to stop, and limit the number of US casualties. This was, in part, due to the strong and powerful Japanese defenses that were often intimidating to American soldiers. In return, US soldiers found it necessary to bomb large areas of the city, despite being told to restrain themselves from massive firepower (Hastings, 2009, p. 137). The difference in cultures between the Filipinos and Americans was ignored. Conclusion Hastings claims that America at times considered avoiding civilian bombing out of respect for humanity and their moral standing with the Far East (Hastings, 2009, p. 137). Much to the chagrin of President MacArthurs subordinates, and as proof of Americas desire to show their respect for humanity, MacArthur refused to employ air bombings over Manila (Hastings, 2009, p. 137). It was only when the United States suffered 235 casualties in a single day that McArthur changed his strategy, allowing the troops to really go to town (Hastings, 2009, p. 137). In other words, according to Hastings argument, the United States had tried almost everything to establish some sort of peace with Japan, even if it was within the confines of war. As such, it was the Japanese who propagated the war, not America; therefore, America was forced to go to the extreme by using nuclear weapons. This example shows how retribution was firmly entrenched in the American mentality toward the Japanese, who started Wor ld War II with the bombing of Pearl Harbor. Americans cared more about ending the war without another American soldiers death, not about deaths of Japanese civilians.

Of Mice And Men - The Importance Of George :: essays research papers

Even from the very start of John Steinbeck’s novel, Of Mice and Men, the uniqueness of George, as a character, is already noticeable. He is described as â€Å"small and quick, dark of face, with restless eyes and sharp strong features† and has an obvious dominance over the relationship between Lennie and himself. This lets the reader know from a very early stage in the book that George is different, and probably the essential character. George’s character seems to be used by Steinbeck to reflect the major themes of the novel: loneliness, prejudice, the importance of companionship, the danger of devoted companionships, and the harshness of Californian ranch life. George’s relationship with Lennie has made him selfless; his conversations, with and with out Lennie, are generally revolving around Lennie, although in the case of their dream-ranch George seems to find fulfilment for himself as well. Due to these altruistic tendencies that he shows throughout the novel, a danger is bestowed upon George; he tends to care for Lennie far too much, and too little for himself. In occasional moments, he escapes his sympathy and compassion for Lennie, and realises the burden that he causes. This usually results in George taking his frustration out on Lennie, which can often harm his simple mind, leaving Lennie upset and forced to confess to his own uselessness, and George feeling guilty for what he has caused. We can learn very little about George through his actual conversations, which made it necessary for Steinbeck to focus the novel on him in particular, and let the reader gain an closer insight on him through his actions. Generally, he seems t o be caring, intelligent and sensible, but is greatly worn by the constant attention Lennie requires. This illustrates a major theme in Of Mice and Men, the dangers that arise when one becomes involved in a dedicated relationship. Despite the frustration that Lennie causes, without him George would probably be a lot like the other men on the ranch; simply roaming the country-side of California looking for work, and although he often prides himself on being different, he sometimes complains, usually after Lennie has caused trouble, and wishes that he could be like a normal guy and not have to live with Lennie’s hindrance. An example of this is seen when George responds sharply to Lennie's constant request for ketchup. "If I was alone I could live so easy†¦no trouble†¦no mess at all.

Success in Life Does Not Need a Degree

Most of the statistics says that almost every person who succeeded in his life and became famous also well known was outliers, in science, invention or businesses. For example, Albert Einstein, the most famous mathematician ever, he dropped from school not college and became a role model also an idol. In the article as the author mentioned that being successful and rich doesn’t need us to go to college complete our studies and have a certificate in the field that we are passionate about, we just have to drop school and start working on our passion.She is kind of saying that college put down our hop, faith in our self and our potential, and obligating us to go in it to waste time while we can work freely on our own business. Truth to de said she did good researches and looked up for fantastic people such as, Bill Gates, Steven Jobs and Cameron Johnson that others consider them a role models and look up to them, yet she didn't investigate deeply in their personal life. For examp le, did she interview them? Did she ask them who they met to help them?Who founded them? Thought the author – Lauren Drell – mentioned some good details about their life and what have they been through to convince us to drop college in order to start working on our passion, I disagree with her because of many reasons. First important reason, these people are courageous, for example, when Cameron Johnson dropped out from college, although his parents disagreed with him, and being accepted in any college is not easy, he ignored them and listens to his mind.As parents they were afraid on their sun future because they know how the life is difficult without a certificate, failing and becoming unemployed is hard thing to live with. Disappointment, frustration and failing might lead to some serious issue could destroy your life Furthermore dropping college after getting in it won’t be as easy as it sounds, because preparation for it, meet the requirements and getting a certificate as an approval saying that we are versed and professional in the major that we like, is something better than succeeding in it without a certificate.But his guts and his insistence to achieve his goal drove him to that success. I think that he gain the latent and became courageous, was because of his parents. â€Å"Johnson credits his business skills to his parents â€Å"as the author mentioned in the article. Another reason, these people are passionate and serious about what they like. For example, when Tom Szaky worked throughout his spring break not just that but he was a freshmen, he was interested in making a medicine from a weed â€Å"yes that kind of weed† like the author stated.Which mean that it was dangerous to his health; he could have been get hurt while he is processing and making the medicine, yet he didn't care. Adding to that he was in his first year, so having fun and enjoying his time might been his main activity. But his passion, his commitme nt and his ambition were the things led him to accomplish what he was aiming to. I think that his intelligence as well as his geniality participated in his succession. Other example, when Jeri Ellsworth taught herself how to make chips without even studying and learning the skills.This kind of skills need the appropriate environment, equipment and professional tutor to explain the methods and gives the exact direction to make it correctly. And be able to use it in the future. Third reason is they never gave up on their dream and ambition. For example, when Ellsworth got rejected by many companies and refused to adopt her work. She might have been little disappointed, but she never stopped her work. Keep working and achieving her goal was the purpose, until a client toke the advantage of trying and examining her in invention.After that success and the client were pleased with her work, she became famous and that was her starting point to be known by others. †Ã¢â‚¬ I knew I had to keep networking, shaking hands and sharing my story at raid shows† Ellsworth stated – eventually one person took a risk on her† said Lauren Drell. And I am positive that the other milliners failed in some part of their path, but that didn’t stop them. Last reason, they had the desire to contribute in their societies.Helping your country and participating in the development something you will never forget it no matter how long you lived and it is a legacy and honoring achievement will be added to their career life. Such as, Bill Gates invented a program that most of the globe uses, in houses, schools and companies. The same happened with Steve jobs and his contribution in his society when he made ‘Apple’ products. These kinds of invention will put them in their countries best inventors list and not just there but on the world list since the invention reached the globe.Their intelligence also helped them in their success in programming electr onics. Because not everyone can do it that easily, it is not just a recipe and you with follow the significant amount of ingredients and it will work, but you have to have natural skills and independent thoughts to be able to create, adjust and develop computer program. To sum up normal people might not handle the pressure and the difficulty that they will face. Moreover normal people will usually have normal intelligence so that is another point we shouldn’t overlook.On the other hand all of these millionaires are somehow Lucy; they met some people in the right time right and place this is a point that the author missed. Also their intelligence with their social circumstances participated in their success. I agree that they are a good model and people should look up to them, but we mustn’t overlook that they are courageous, passionate, never gave up and their desire to contribute in the society gained them the power and the insistence to accomplish their dream. And I said earlier they are â€Å"outliers†.

Tibbat Bangladesh

Introduction The art of advertising is a tough job. It is not very easy to impress the mind of the target audience and create a good perception of your product. Creating a good perception takes the job to whole new level where advertisers must make the audience learn about the product. This instigates an even harder job, to pursue the audience to make the decision in your favor. The job is even harder when you have to pursue the audience about a product which has failed once in the past. Such is our mission in reestablishing one of our favorite food brands on the past, ‘Nocilla’. Grupo Nutrexpa’ is the mother company of ‘Nocilla’. The company is headquartered in Barcelona, and it was set up in the 1940s with a view to produce food which was â€Å"tasty and highly nutritious†. Nutrexpa offers five kinds of ‘Nocilla’ with different colors and taste which are ‘Nocilla Bokawa(cake)’; ‘Nocilla Postres (a liquid chocol ate which is used on ice-cream,burgers etc)’; ‘Nocilla sticks (flour sticks& chocolate)’; ‘Nocilla Vasos (red, green, light blue, glass jars)’; ‘Nocilla Tarrinas (two chocolate flavor)’. Basically ‘Nocilla Original’ was marketed in Bangladesh.At the beginning of the 1990’s it was available in our local market though a food importing company of Bangladesh called ‘Sajeeb Corporation’. For the sake of our project we are assuming that Nocilla is being re launched in Bangladesh and the hard task of advertising about this forgotten product has been handed to an advertising company managed by us. Advertising Objectives Sales Objective: It is obvious that Nocilla’s sales in Bangladesh have declined drastically over the last few years. So our main and prime objective as the advertising agency is to boost the sales of Nocilla.Since there are very little mearns of communicating Nocilla to the consumers, we ca n use advertising which is a dominant force in the marketing mix for Nocilla. Communication Objective: As we are repositioning Nocilla with the concept of both Taste and Nutrition, we need to communicate this information to the appropriate target consumers. Through our advertising, we have to make sure the kids get the sense of taste and the parent's get the essence of Nutrition. Audience Analysis As per our analysis, our audiences are our target consumers for whom Nocilla would be reestablished.Kids are very fond of chocolate and would very cheerfully grab the oopportunity to change their traditional breakfast with something more chocolaty and tasty. Teenagers always look for different types of taste in their breakfast. They prefer a fast and easily makeable breakfast that would quickly set them free to get busy with their activities. Also they may prefer the taste whenever they would like to have quick snacks. Paren'ts always look to provide the necessary nutrition to their childr en. Nocilla provides hassle free and quick nutritious breakfast for them.This behavior is also applicable for people with a busy life style and always on the go. Segmentation To better attract our target audience our advertising agency has decided to break down our consumers into sub group of consumers that have ssimilar needs, desired product benefits and purchase behavior. We have decided to segment our consumers by dividing them into Demographic, Geographic and Psychographic segments. Demographic Segmentation: Our target consumers would be of the age between 6 to 25 years. They are mainly kids, teenagers and grownups of that specific age category who share a love for a chocolaty breakfast.We can also include the household of parent's who likes a nutritious breakfast for their kids. Geographic Segmentation: As for the quality Nocilla is a premium product with a premium price. So our main target location will be the city areas like Dhaka, Chittagong, Sylhet and other major city cen tered regions. Psychographic Segmentation: Our segmentation also depends on the life style of the consumers who would like a ready and fast breakfast as they lead a very busy life. Nocilla only requires a little amount of time to be spread on bread and to prepare. TargetingWe are targeting our consumers based on differentiated marketing. We are targeting kids, teenagers, and grownups. Again, our target segments include parent's and other persons with busy life styles. Positioning We will position Nocilla as ‘A tasty and nutritious breakfast’. One of the prime causes for the fall of the Nocilla brand was its excessive focus on the taste of the product. As consumers became more concerned over nutrition Nocilla began to lose consumers and thus Nocilla began to lose its brand image in Bangladesh. That’s why we are also focusing on the Nutrition factor as equally as taste.Creative Strategy Art Direction: The artistic attributes of the ad-campaign will mainly focus on the positioning concept- ‘A tasty and nutritious breakfast’. In our campaign, all the advertisements will be directed in such a way so that they represent a creative mixture of both factors- Tasty & Nutritious. Also all the ads will indirectly communicate the quick preparation factor. Production Values: For our advertisement campaign, production values plays a very important role in order to convince completely different type segments.Firstly, to attract the kids we have to use our audio and video options in such a way so that our advertisements provide a childish representation. Again to attract the parent's and grown-ups, our visual representation should be in communicative style. Now, to maintain these objectives, we have developed our advertisements accompanied with a proper mixture of communicative style and childish appearance. To create an appropriate ad-campaign for the re establishment of the brand Nocilla we will need the following components of the copy platf orm: ) The sales of Nocilla have drastically declined due to the excessive attention drawn towards the taste criteria, instead of illustrating it as an ideal breakfast spread. b) Our primary objective would be to include the nutrition and quick prepare ability of a Nocilla breakfast along with the taste criteria. c) Unlike before Nocilla would be packaged in different sizes of glass jars and its coloring will differ with the contents of jar. There will be 4 varieties of Nocilla to be marketed in Bangladesh. Its packaging will also contain the nutrition chart which will be easily readable by the consumers. ) The profile of the target audience will be verified from our studies of the audience analysis and their behaviors. e) After a careful study of the Bangladesh Market we have come to see that there is quite a few numbers of competitors of Nocilla in the market. One of the prime competitors of Nocilla was found to be ‘Nutkao’. Originated from Italy, this product has off ered to competitors’ different shapes and sizes of the product according to the family needs. The vvariety of the jars and the illustrations visualized emphasizes on it being a family food to be eaten during any time of the day.Another competitor ‘Cokokrem’ comes from Turkey. This product doesn’t have any vvariety in the market but did illustrate a great taste appeal of cocoa which is rare compared to the others. ‘Alpella Krem’,’Nutella’ ; ‘New Cream’ are also some of the competitors. The mother companies of these products are yet to be recognized. But the nutrition factors of these products do pose a threat to Nocilla. While we have seen Nocilla being priced at only Tk 120/70 based on available sizes, all the other competitors are priced above Tk 200.This suggests that Nocilla have done a good job in keeping the price at a check compared to its competitors. f) The key consumer benefits of Nocilla are- Its tasty, ità ¢â‚¬â„¢s nutritious, and it’s quick to prepare. g) Support for the consumer benefits: The organization is providing us 4 varieties of the Nocilla products which support our notion of it being tasty. Again we are providing a nutrition chart to support claim of Nocilla being nutritious. The traditional packaging of Nocilla with a plastic cap makes it very easy to use thus further supporting our claim. ) Our recommendation for the organization for the selling strategy will be to use a combination of pull and push strategies. They can provide the retailers with trade promotions to push demand of the product while our advertisement will hopefully create a demand among the retailer to store Nocilla on their shelves. i) As for selling style we will go for the soft selling style that mearns we will create an impression in consumer’s mind which will lead them in taking the decision of purchasing Nocilla.Through our ad campaign we will include various kinds of appeals which are- quality appeal, star appeal and definitely sensory appeal. Media Strategy Determining Geographic Scope: As we are reestablishing Nocilla and don’t want to waste our advertisers resources by transmitting our advertisements in areas where the products had limited or no demand. So we are concentrating our advertising efforts in cities like: Dhaka, Chittagong, and Sylhet. After a few months of operations, we will use BDI and CDI to evaluate our performance.Scheduling the message: As an advertising agency, we plan to determine the timing of our message when the people in the target audience are very much receptive to the medium we are intending to use. We have decided on the continuity of our message by adopting â€Å"pulsing†. As our target audience are more receptive towards our ads during the â€Å"early fringe† i. e. ; 4-7 p. m. and during â€Å"prime time† i. e. ; 8-11 p. m. The size, length and position of our ads will be determined as per the advertisi ng objectives: creative strategy, budget, and reach ; frequency requirement.In case of TV, we picked Channel i and NTV for running our TV commercials. For NTV, we have selected a total of 22 spots for running our ads with duration of 30 seconds. In Channel i, 6 spots have been selected for running the same 30 seconds advertisement. For print media, we have decided to put on a total of 75 insertions, with a combination of full size, 40col-inch, 24col-inch ; 18col-inch ads. Selecting the media: After analyzing the media audiences, media environments and the competitor’s media usages, we have decided that our â€Å"Media Mix† will consist of print media ; electronic media (television).We will also be doing other out-of-home advertisements. Calculating the cost efficiency: The ‘media mix’ will be selected by calculating the Cost per Thousand (CPM) of that particular media according to the data available from the company. Print Strategy We plan to utilize the p rint media by advertising our product in the newspapers only. Magazines are not appropriate according to us for our food product. Thus by advertising in the daily newspapers in our limited budget would be the most cost effective strategy to reestablish Nocilla.We are basically advertising in ‘The Daily Star’ and ‘The Daily Prothom-Alo’. After initial advertisements in these two popular print media we will move on to other newspapers after analyzing the effectiveness of the advertisements. The detailed planned budgeting strategy for utilization is provided in the Appendix section. Headlines, Body copy and Slogan Headlines: We will introduce various types of Headlines to attract our consumers at separate time periods. First, we will use ‘news headlines’ which will describe the new arrival of Nocilla.Again to represent the product quality we will use ‘benefit headlines’. These headlines will be presented to our audience time to time. One example of our headlines is- â€Å"The new taste of breakfast†. Body Copy: A very important characteristic of the advertisements is they all will consist ‘picture and caption copy’. The main purpose of doing this is to visually attract our target segments. Sometimes there will be pictures of Nocilla jars providing product information. And some other times images of kids will be introduced accompanied with concrete messages.Slogan: As we are reestablishing Nocilla, we will introduce a new slogan- â€Å"Wake Up, Boost Up and Break Out†. This new slogan is necessary to create a new brand image. This slogan has been developed in such a way so that it is stylish enough to attract kids and teenagers; and it is encouraging enough for the parent's and grown-ups. Television Advertising As for television advertising we will go only for cable channels- Channel I, NTV. This is mainly because our target market is not the mass market. Infact, we are targeting only t he city centered consumers.So, they can be easily reached using the cable channels. Our advertising type will be both participation and spot announcement. This campaign will involve buying ad spots for some particular programs and also purchasing segments of commercial times from the TV. Our planning for Television advertising will include measuring the TV audience using ‘program rating’; selecting time periods that is early fringe and prime time; understanding TV ad rates using the formula of CPP; placing TV ads based on availability and using special TV services that is provided time to time by the TV channels.