The Advantage Of Mobile Marketing

The Advantage Of Mobile Marketing Today, marketers are finding it increasingly more difficult to attract and retain their target audience. This is due in part to the impersonal one-way nature of traditional mass-media, and in part to the fragmentation of the media environment. What is more, consumers are no longer impressed with spectacular advertising campaigns and mind boggling special effects, instead they are now thirsty for information and are even willing to pay for it (Haig, 2002). Yet the picture is not all doom and gloom. The new global market of the 21st century has provided many new opportunities and cost effective alternatives for both marketers and consumers alike. For example, the emergence of the mobile smartphone has changed every aspect of our society and has become one of the fastest adopted consumer products of all time. As Chuck Martin points out, we are in the midst of a technological revolution that has far outweighed the television or the personal computer. This third screen, is revolutionizing the marketing landscape and the entire buying process. Mobile smartphones have liberated consumers from the confines of their homes, offices and traditional media environments and empowered them with information right at their fingertips. (Martin, 2011). Mobile marketing comprises many different applications ranging from SMS, MMS, short-codes and location-based services, to apps and direct mobile payment. With more and more people carrying smartphones in their pockets, marketers have the potential to catch them anywhere and anytime. Recent studies show that today there are more mobile devices in use than there are PCs and laptops together. Moreover, according to eMarketer, the amount of time people spend on their phones surfing the internet, listening to music, using apps and playing games has more than doubled in the past two years while the time spent online on computers has grown by just a mere 3.6 percent  [1]  . Nonetheless, that is not to say that traditional media is becoming less important or obsolete. However, due to its passive nature, marketing messages cannot be personalized for different target markets and often end up reaching the wrong audience at the wrong time. With multimedia-rich smartphones and other wireless devices marketers have the ability to send their consumers more personalized and relevant marketing messages wherever and whenever. Likewise, consumers are now able to search for the information they need whenever they need it. Thus, with a well-integrated marketing campaign that includes both traditional and new media businesses and brand owners can increase the customer loyalty, acquisition and most importantly their bottom-line. 1.2 Objective The objective of this thesis is to gain an understanding in the current state of mobile marketing and to identify the advantages of using a mobile smartphone as a direct marketing tool in comparison to traditional mass-media. Moreover, this thesis will examine the potential and future trends of mobile marketing and its implications for companies. 1.3 Methodology This review is based on a number of select books, journal articles, websites and other literature in the field of mobile marketing, digital media and m-commerce. The most popular and commonly cited literature was also selected. The search for relevant literature was based on many keywords including but not limited to: mobile marketing, mobile ads, m-commerce, traditional vs. new media, digital media, and direct marketing. Mobile Marketing 2.1 Definition of Mobile Marketing Before exploring the advantage of using a mobile smartphone as a direct marketing tool we must first define mobile marketing. In short, mobile marketing is a method of connecting people with advertisers via a mobile device. However, with the rising demand for information and communication technology as well as falling prices for broadband internet  [2]  , mobile marketing has become a powerful marketing tool that is shaping the way we do business.  [3]   As Eric Pfanner of New York Times describes, the power of mobile marketing comes mainly from the ability to acquire immense volumes of user-generated data by monitoring their clicks and tracing their whereabouts. Mobile marketing also makes it easier to focus the communication towards targeted audiences giving it a huge advantage over traditional mass-media which targets the public as a whole. But what exactly constitutes mobile marketing and how is it defined? According to the Mobile Marketing Association (MMA), mobile marketing is defined as a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.  [4]  This definition is composed of two important components: a set of practices and engage with audiences. The first component relates to various marketing and e-commerce activities such as advertising, promotion, e-banking, online-purchase and CRM to name a few. Hence, mobile marketing is a set of practices intended at delivering a message, creating value and/or building a relationship with the customer. According to Philip Kotler, renowned professor and marketing theorist, marketing is defined as the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit (Kotler, Wong, Saunders, Armstrong, 2005). One might then say that mobile marketing is the science and art of communicating, engaging, and delivering value that is relevant to the target market at a profit via wireless telecommunication media. The second and more important component in MMAs definition of mobile marketing relates to the relationship between the customer and the marketer. With mobile devices this relationship has shifted from one-way to two- and even multi-way relationships where both the organization and the customer are responding to one another and exchanging information (Shankara Balasubramanian, 2009). Consequently, the purpose is to entice the customer to respond by either push tactics, initiated by the customer in the form of a click or a response, or pull tactics initiated by the marketer  [5]  . Additionally, Rob Stokes of eMarketer explains that there are two forms of mobile engagement. One uses the mobile phones communication features as part of an engagement strategy, and the other drives traffic to an organizations mobile website or application (Stokes, 2011). Either way, marketing messages must be relevant enough that consumers no longer passively consume, but instead actively participate in campaigns, especially in real-time, influencing the scope and the direction of the promotion or marketing message. Kim Dushinski, author of Mobile Marketing Handbook, delves deeper and defines mobile marketing as how businesses communicate with consumers on their mobile devices, with their explicit permission, at the right time, at the right place while providing relevant value (Dushinski, 2009). She calls this smart mobile marketing because not only does mobile marketing rely on the use of smart devices, but it is a uniquely tailored form of communication that it personal and of value to the individual user. More importantly, consumers voluntarily consent to receive advertising or promotional offers which in turn increases the efficiency of the marketing campaign and establishes a more effective and transparent relationship with the consumer  [6]  . To sum up, mobile marketing uses wireless and mobile communication channels for conducting various marketing and e-commerce activities with the aim of establishing deeper and more transparent relationships with individuals as well as target markets. More so, mobile-data can provide marketers and business with valuable information on customers and prospects, including their location, purchasing habits, and many other useful insights which can help them deliver value in a more relevant manner. This is specifically why it is crucial for marketers to consider engaging customers on their mobile devices. 2.2 The 6 Elements of Mobile Marketing Figure : The 6 key elements of mobile marketing Together with the internet the mobile phone has truly transformed the methods by which we communicate and share information. As mobile phones continue to evolve with better and newer features they are also helping to redefine the marketing landscape. As powerful as mobile marketing may be, many businesses are still hesitant or inept at developing strategies and allocating resources to effectively engage their customers on the mobile platform. As a consequence, many opportunities are overlooked or mismanaged. One reason may be the fragmented media environment and consequently shifting consumer habits (DAlleva Colapietro, 2012). Another reason for this incompetence may be the lack of understanding what mobile marketing is and the various forms it can take or the many different kinds of applications and tools that are involved. The model in figure 1 should ideally help marketers make sense of mobile marketing and recognize the potential of engaging customers on their mobile phones. The six elements were produced out of various ideas as well as after extensive review of the literature at hand. Mobile marketing differs from traditional marketing in many ways and the purpose of this chapter will be to discuss these differences based on six distinguishing key elements. Earlier, it was explained that mobile marketing relates to marketing activities conducted via wireless mobile devices and networks and according to Andreas Kaplan to which consumers are regularly connected  [7]  . Likewise, Alex Michael and Ben Salter note that mobile marketing uses the mobile medium for spontaneous, direct, interactive and targeted communications or entertainment between a business and its customers and may occur any time or place. (Michael Salter, 2006). Therefore, the first element of mobile marketing is direct. That is, it can generate an immediate response from the consumer. Philip Kotler et al., explain that direct-marketing is a direct form of communication where individuals and target customers are carefully selected in order to obtain an immediate response (Kotler, Wong, Saunders, Armstrong, 2005). The mobile phone allows both the marketer and the user to connect directly with each other without first having to go through intermediaries such as a pos tal service or broadcasting network (Becker Arnold, 2010). Consequently, with the mobile phone there is a high degree of synchronicity meaning that the sender and the receiver can respond to the message simultaneously (Hongcharu Eiamkanchanalai, 2009). If the consumer is interested in the marketing message they can respond straightaway by either replying to the text message, answering the call or any other form of communication available on their mobile phone. With mass media such as the TV or Magazines, interactivity is near impossible and synchronicity is therefore very low. The second element of mobile marketing is universal. This is because todays smartphones are multimedia-rich devices with a wide array of tools capable of sending and receiving content as text, image, audio and video in addition to making phone calls. Since the aim of advertising is to attract the attention of the consumer by stimulating their senses, mobile marketing is particularly effective in influencing a consumers perception. Moreover, mobile marketing campaigns can incorporate all the facets of effects  [8]   emotion, persuasion, behavior, association, cognition and perception and therefore have a more profound impact on the consumers behavior. Third, mobile marketing is in-context. Due to the ubiquitous nature of mobile phones information can be delivered in real-time depending on the whereabouts and the day-to-day behavior of the user. Therefore, being able to anticipate the location of customers when they receive the marketing messages is integral for the success of any marketing campaign. The mobile phone has become a mundane, everyday item (Michael Salter, 2006). It can be used at home, at work or while being on the move. By considering the customers location, the marketing message can eventually be tweaked to better serve the customers needs (Krum, 2010), and when it comes to local searches, mobile marketing can offer effective solutions. Thus, on the one hand, mobile marketing enables businesses to implement context-aware and targeted advertising, and on the other hand, mobile marketing allows for more personalized pull-type advertisements for consumers (Li Du, 2012). Forth, mobile marketing is personalized-marketing. Communication can be uniquely customized to meet the specific needs of individual customers or target audiences. As mentioned in the beginning of the chapter, advances in information technology and telecommunication have caused a shift from mass marketing to targeted or one-on-one marketing. This has led to a dramatic impact on marketing communication as whole (Kotler, Wong, Saunders, Armstrong, 2005). The fifth element is that mobile marketing is permission-based marketing. As previously mentioned, there are many tools and features built into mobile phones which allow the consumer to opt-in or -out of promotions and updates. The mobile phones also enables both the sender and the receiver to conceal their identity when making a call and therefore providing additional anonymity. However, this calls for stricter regulations in order to protect the privacy rights of individuals and to promote ethical behavior. As Seth Godin explains, permission-marketing is a privilege so when a customer pays attention to the message, business must treat them with respect  [9]  . Last but not least, mobile marketing is interactive. Consumers can interact with the company, the media and with each other through various applications and tools readily available on most mobile smartphones. Where traditional marketing is viewed as a one-way communication process in which the message moves from sender to the receiver, mobile marketing seeks to engage the consumer through interactive dialogue. The message is sent back and forth between the sender and the receiver throughout the entire communication process (Moriarty, Mitchell, Wells, 2012). To conclude, mobile phones have undoubtedly altered the communication process between organizations and their customers. Consequently, this poses vast challenges for businesses and marketers as traditional marketing methods are becoming ineffective and unable to keep up with shifting consumer habits. The one-size-fits-all approach of mass-media no longer applies to knowledgeable and empowered consumers backed with sophisticated technology and rich with information. Consequently, customers no longer want to be talked at, instead, they want firms to listen, engage, and respond (Kietzmann, Hermkens, McCarthy, Silvestre, 2011) as well as provide useful and relevant information. 2.3 The Rise of Mobile Marketing Mobile phones are widespread and of great importance to mankind. With the power of the internet they allow people from all around the world to connect almost instantly irrespective of time and place. But smartphones are not only communication devices. Nowadays they are being used while shopping, banking and even as technical utilities such as operating pumps from remote locations  [10]  . Mobile phones are also great for staying up-to-date on the news and for receiving alerts on personal monetary transactions  [11]  . The rising popularity of mobile phones provides many new opportunities for businesses as well as individuals. According to recent studies, they are the number one preferred communications medium (Li Du, 2012), and because they are personal and accessible at all times it is no wonder that more and more marketers are adopting mobile phones in their campaigns. With the introduction of broadband internet and innovative developments in communication technologies many industries are becoming increasingly more involved with digital media. News networks such as CNN, BBC and Reuters now offer mobile apps. Likewise, food and beverage companies like Coca-Cola, Starbucks and McDonalds deliver coupons to mobile handsets. Mobile phones have created a new breed of always connected consumers. For many people around the world the mobile phone has become a personal and everyday tool used for surfing and communicating online (Michael Salter, 2006). The mobile has also paved the path for new forms commerce that can be conducted wirelessly and on-the-go (m-commerce). As explained in chapter 2.1, Mobile Marketing refers to any method of engaging and developing a relationship with the customer in order to deliver value at a profit and which is conducted via a mobile network. Thus, users no longer depend on wired networks and personal computers, instead they now use mobile communication device such as their mobile phones or tablet PCs to conduct various e-commerce activities (Ngai Gunasekaran, 2007). Number of People with Access to a Mobile Phone Furthermore, the graph in figure 3 shows the percentage of page views coming from mobile devices globally and regionally. Several studies indicate that mobile internet will soon take over desktop internet usage. Hence, we can observe that 10.1% of all the pages viewed during May last year were from a mobile device. Likewise, mobile web penetration is strongest in Asia and Africa with 18% and 12.9% page views respectively. Throughout the world people have become interlinked with each other on their mobile phones and other devices. The near ubiquity that mobile phones have to offer is generating many new economic opportunities for the whole society. The scope of mobile devices has reached unprecedented proportions. Nearly everyone on the planet can be engaged with a mobile device. In developing countries, it may be the only way to engage someone digitally (Becker Arnold, 2010). In Kenya for instance, the mobile phone has become and vital part of cash-transfer schemes  [14]  allowing the poor in rural areas to purchase goods. In Peru, mobile phones and tablet computers have become a main source of knowledge among pupils. Likewise, various social networking sites and web apps such as Twitter or Facebook have in many ways influenced the Arab spring. Social media is no longer the domain of the liberal youth, empowering different agendas across the political map.  [15]   Mobile technologies have provided many economic and political opportunities which have helped people lead better lives and make their opinions heard within their communities. This is because mobile phones have, in many countries, become much cheaper than personal computers. As such, smartphones are often considered a persons first personal phone as well as first personal computer (Krum, 2010). Global Mobile Marketing Spending In the context of mobile marketing, eMarketer predicts that global spending is expected to rise 400% in the coming four years from $8.4 billion in 2012 to nearly $37 billion in 2016. This growth is mainly due to increasing smartphone and tablet sales  [17]  . The Number of Users/Minutes Spent on Apps per Month And with regards to smartphones, it is estimated that there are 1 billion active mobile app users worldwide spending a total of 101 billion minutes a month on apps. The facts and figures presented in this chapter aim to show the importance of the mobile medium in modern day marketing. It is clear that mobile phones have become an integral part of our daily lives. Since we spend a large portion of our time logged-in to our phones, it seems self-evident that mobile phones are the most convenient and direct channel for reaching and engaging customers at every stage of the life cycle. Whether it is to sell a product or service, deliver information, or to make life easier, the mobile phenomenon has rapidly disseminated making that which is on the opposite side of the globe seem very real and local. Businesses should not hesitate to tap into the realm of the mobile medium. 2.4 Push and Pull The main difference between push and pull marketing lies in the way a consumer is approached. While push tactics are usually initiated by the brand owner without necessarily obtaining permission from the user, pull tactics attempt to draw the consumer to the brand by offering something of value  [19]  and establishing loyalty. In traditional mass-media the same messages are pushed out to everyone including people who are not within the marketers target audience. With mobile marketing customers will, on their own terms, choose when and what they see. Melissa Rucker makes the following observation in regards to pull marketing: They choose to opt-in to your message regardless of the channel in which it is delivered, which means you have to make it has[sic!] easy to opt-in as possible. This trend toward opt-in pull marketing is partially why social and mobile marketing are a critical aspect for marketing success.  [20]   2.5 Opt-in and opt-out While mobile marketing has been around since the 90s it is still quite a young discipline and deeply rooted in traditional marketing strategies. As such, the methods used to push content through mobile networks resemble interruption marketing common in traditional mass-media. Similar to how commercials interrupt a television program or pop-up windows come into view on a computer screen, push techniques via mobiles are sometimes invasive and often happen without prior approval from the end-user  [21]  . According to Kim Dushinski, sending content via mobile devices and especially text messages to people who havent explicitly requested them is unethical and in many countries even illegal  [22]  . This calls for the need for extensive revision of traditional marketing and advertising practices with new rules and methods for engaging and interacting with consumers on their mobile phones. One method briefly discussed in chapter 2.2 is permission-based communication which allows users to opt-in or -out of marketing messages by obtaining legal authorization. For instance, signing-up online, filling out a registration form or responding to an SMS are all methods by which consumers can opt-in. Such guidelines are not only significant in protecting consumers from unsolicited messages, but promote ethical behavior and are very effective too. The real trick however, is to develop a marketing campaign that generate demand and encourages people to opt-in. Users today are bombarded with infinite spam messages, promotional offers and obtrusive pop-ups. Thus, it is important to recognize the specific needs and wants of the consumers and to create more appealing and user-friendly campaigns in order to build long-lasting and profitable relationships. 2.6 The Tools of Mobile Marketing Mobile marketing is only as powerful as the hardware permits. The advances and capabilities of mobile marketing are therefore directly linked to the mobile phone and its networks. Before launching a mobile marketing campaign it is imperative to understand what type of devices exist on the market and what tools and applications are available to best meet the needs of the customers. The purpose of this chapter is to provide a primer into the different tools commonly found on the mobile medium and to explain their application within a marketing context. But before going into much detail it would be useful to provide a short comparison between basic mobile phones and smartphones. Essentially, it all boils down to two main aspects: the Operating System (OS) and the hardware specifications. With basic mobile phones the user is often tied down to a closed operating system and without the ability to extend its features. This kind of phone connects to a so called 2G wireless radio network and provides limited functionality such as voice communication, Short Message Service (SMS) and Multimedia Messaging Service (MMS). Newer mobile phones may feature a watered-down version of the Internet such as WAP which allows for text-based Web browsing, instant messaging and e-mailing. On the other hand, according to SmartphonesAppsPedia, a smartphone is defined as a mobile phone offering advanced capabilities, often with PC-like functionality or ability to download apps.  [23]  As such, a smartphone can not only connect to 2G networks, but also newer 3G as well as Wi-Fi networks. Consequently, the smartphone integrates the features of a basic mobile phone with the features of a computer to allow the user to store personal information, send and receive e-mails, surf the internet and install programs that extend the functionality of the onboard operating system. 2.6.1 Text Messaging (SMS and MMS) Text messaging is an effective and cost efficient way to market any product or service with the ability to reach out to customers via bulk SMS (or MMS). It is one of the oldest features available on almost any mobile phone. SMS are digital messages which hold up to 160 alphanumeric characters and can be sent to and from a mobile phone. Alternatively, MMS extends the capabilities of SMS and includes multimedia content such as graphic, audio and video in addition to text messages. SMS and MMS can be sent as a form of personal communication from one mobile phone directly to another and can also be sent commercially via text messages services that relay content to multiple phones simultaneously (Dushinski, 2009). It is estimated that roughly 7.8 trillion SMS messages were sent worldwide in 2011 and this number will continue to grow throughout 2013. Furthermore, it is expected that by 2013 worldwide SMS revenue will break the $150 billion mark for the first time  [25]  . The immense popularity of SMS and MMS comes from the fact that they are straightforward person-to-person messaging service that are simple to grasp and have widespread support (Michael Salter, 2006). In the context of mobile marketing, text messaging has become increasingly popular as it provides great ways for interacting with customers and provides cheap access to information. The usage of SMS and MMS among phone users is quite high and forecasts show it will remain that way for some time to come (Michael Salter, 2006). One of the main advantages of a text messaging campaign is that it is easy to implement and most affordable as it can be applied across various mobile platforms and carriers (Dushinski, 2009). SMS and MMS marketing are particularly effective in enticing customers or potential customers to participate in a marketing campaign and in stimulating consumer purchasing. For instance, reality shows such as ÃÆ'-sterreich sucht den Superstar or American Idol prompted viewers in participating in the final votes for their favorite musical act by sending special keywords to short codes (SC). Coca Cola, on the other hand, has repeatedly run a long-term sweepstake where secret numbers are hidden beneath the bottle caps and when sent via SMS to a short code, consumers could win prizes. By responding to these campaign users are opting-in or subscribing to receive marketers messages or updates as well as allowing them to expand their database. When integrated with traditional mass media, text messages can also generate large ROI. However, mobile marketing can be challenging and if done wrong may even deter customers or potential clients. Susan Gunelius of Creative Inc. recommends following five tips for better text messing campaigns  [26]  : Brief, clear and precise communication. Customers must recognize the purpose and be able to respond accordingly. Addressing the customer appropriately and avoiding the use abbreviations and slang terms (common in spam messages) otherwise they will be ignored. Text messages should ideally enhance the user experience as soon as it is read by offering important information or something else of value. For example, real-time information based on a customers geo-location. The sender and or brand should be clearly identifiable in order to be traceable, accountable and promote ethical behavior. Making the customer feel exceptional and avoiding clutter in order to entice them to opt-in or remain subscribed to the service. 2.6.2 QR Codes Originally invented in Japan for tracking products in factories  [28]  , today quick response codes (QR) have become indispensable marketing tools we can no longer do without. QR Codes like the one depicted above in figure 7 are 2D bar codes that can be captured via a mobile phones camera and converted into text, links and image or used as vouchers among other things. The rapid rise in popularity for QR codes lies in the fact that they enable traditional mass media to become interactive and measurable since each QR code is unique and traceable. In the context of mobile marketing, QR codes can be used in a variety of ways and can be integrated into any type of media including TV commercials, print advertising, digital displays or infoscreens, business cards, mailers an

A New Definition of Environmentalism

Environmentalism is believed to be a movement, â€Å"especially in politics and consumer affairs† (â€Å"Environmentalism,† 2007).   However, politicians and the media continue to disagree about the connection between anthropo genic greenhouse gas emissions and climate change (Oreskes, 2004).Those that actively work to protect nature against abuse are referred to as environmentalists or people who are part of the â€Å"environmental community† (Shellenberger & Nordhaus, 2005).   The essay about an individual working to protect nature by changing his or her habits and activities is, therefore, a breath of fresh air.   Indeed, it is possible for all individuals to work on protecting nature by changing their habits and activities.While politicians and the media may continue to disagree about the relationship between global warming and anthropogenic greenhouse gas emissions, the individual who deeply contemplates the consequences of his or her habits and activi ties is wiser for sure.He or she does not need to join the so-called â€Å"environmental community† (Shellenberger & Nordhaus).   Neither does it matter that others may disagree with him or her.   Rather, it is the here and now that the individual protector of the environment is concerned with.The essay about the individual protector of the environment thereby calls for a new definition of environmentalism: it is a movement, especially in politics, consumer affairs and individual activities, â€Å"that works towards protecting the natural world from harmful human activities† (â€Å"Environmentalism†).Whereas politics and consumer affairs are concerned with the protection of the environment on behalf of the unaware if not ‘uncertain’ masses, it is the individual protector of the environment that refuses to accept defeat in this regard.   He or she does not doubt that his or her activities impact the environment.   As a matter of fact, his or her right-mindedness in this matter should be seen as the motive force behind environmental politics and consumer affairs.ReferencesEnvironmentalism. (2007). NineMSN Encarta. Retrieved March 30, 2008, from http://au.encarta.msn.com/encnet/features/dictionary /DictionaryResults.aspx?refid=18616Oreskes, N. (2004). Beyond The Ivory Tower: The Scientific Consensus on Climate Change.Science 306 (5702): 1686. Retrieved March 30, 2008, from http://www.sciencemag.org/cgi/content/full/306/5702/1686.Shellenberger, M., & Nordhaus, T. (2005). The Death of Environmentalism: Global WarmingPolitics in a Post-environmental World. Retrieved March 30, 2008, from http://www.grist.org/news/maindish/2005/01/13/doe-reprint/.

Classroom Makeover, By Cathy Davidson Essay - 1424 Words

Typically gifted and talented programs are intended to challenge fast pace learners and recognize their special abilities, however the innocuous separation between peers can prevent other students’ talents from being acknowledged and advanced. While the gifted and talented students are applauded for their intellectual capabilities and natural talents, other students are labeled as average or less skilled. Placement into these programs are rooted from the results of standardized testing, which students and teachers spend a great amount of time preparing for. Preparation for these exams alter the curriculum and objective for learning all together. Some education systems seem to focus more on teaching to test rather than teaching to educate. In Cathy Davidson essay, â€Å"Project Classroom Makeover,† she explores how there should be more emphases on the relevance, relationship and rigor in the classroom and how this can teach students more efficiently and improve our schoo l. Within the past 15 years, advancements in technology alone theoretically have created new prospective ways of learning, therefore standardized testing may be an inadequate method of testing students’ talents and abilities. Because each student’s future is so heavily weighted on their performance throughout grade school, education systems should have a well-rounded system in place that allows students to support and learn from each other rather than creating a divide between the strong versus the poor testShow MoreRelatedProject Classroom Makeover, By Cathy Davidson1169 Words   |  5 PagesJennifer White Professor Lee ENC 1102 25 September 2015 Summary Cathy Davidson is an English and humanities professor at Duke University. She has published over twenty books, many dealing with technology and education. In â€Å"Project Classroom Makeover,† she argues that the way the United States teaches students is not preparing them for the skills needed for success in the twenty-first century. To illustrate her point, Professor Davidson presents the historical development of the educational systemRead MoreProject Classroom Makeover By Cathy Davidson Essay1396 Words   |  6 PagesEducation is a very powerful tool in the twenty-first century; the power of knowledge allows an individual to advance his social and economic status. â€Å"Project Classroom Makeover† by Cathy Davidson demonstrates the necessity of a customized education system in modern America while explaining why traditional learning is slowly reversing true American values. Since the late 1800s, the United States of America has developed a reputation of â€Å"r ags to riches† because of the success stories of John D. RockefellerRead MoreProject Classroom Makeover By Cathy Davidson1384 Words   |  6 Pagesa change in the way that the education system was set up. In her essay, â€Å"Project Classroom Makeover†, Cathy Davidson discusses how the â€Å"one size fits all† model of learning hinders students from learning in a new and modernized way. She suggests the notion that using technology to teach and learn can be effective in many ways. Davidson shows that using technology presents the opportunity for a traditional classroom to become more inclusive and creative. The â€Å"democratization of knowledge† is the improvementRead MoreProject Classroom Makeover, By Cathy Davidson1310 Words   |  6 Pagesend, they all contribute to the advancement of society. Throughout â€Å"Project Classroom Makeover,† Cathy Davidson explores the need for such change in America’s educational system as it lags years b ehind the modern standards. Technology serves as an impetus to change and reform this antiquated system through facilitating new means of learning not previously available. While technology does have its benefits in the classrooms, it cannot alone replace the interactions between students and teachers becauseRead MoreProject Classroom Makeover By Cathy Davidson1594 Words   |  7 Pagespresence of technology. Nowadays, technology has become a major part of our lives and created a huge change in this world, and gives an opportunity for children to enhance their creativity and adapt to change quickly. In Cathy Davidson’s article, â€Å"Project Classroom Makeover†, Davidson discusses how vital the process of unlearning is to students and present education system. Unlearning discourages students from learning in a fashion that has all the pre-set directions, and gives independence to studentsRead More`` Project Classroom Makeover `` By Cathy Davidson Essay1970 Words   |   8 Pageswould inevitably result in failure because their proponents blindly believe in the efficiency of equality. 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While social construct influences manyRead MoreAnalysis Of Project Classroom Makeover, And An Army Of One : Me, By Cathy Davidson1547 Words   |  7 PagesIn all three texts, â€Å"Project Classroom Makeover,† â€Å"Biographies of Hegemony,† and â€Å"An Army of One: Me,† the authors, Cathy Davidson, Karen Ho, Jean Twenge, respectively, explore different ideas of â€Å"the Self.† They defined and expanded what it meant to be an individual through curiosity. How was the â€Å"Self† developed? What were the main factors of a more â€Å"self-celebrated† society? Why are aspects of narcissism seen more and more today? These answers were discovered when the idea of â€Å"self-focus† wasRead MoreAnalysis Of Karen Lee s Project Classroom Makeover Essay1236 Wor ds   |  5 Pageson the top of the chain of command dictate the social norms for the remaining individuals on the antithetical end of the spectrum. Individuals with traits outside these norms are ostracized and looked down upon by the hierarchy. Cathy Davidson’s, Project Classroom Makeover, promotes the use of customization in the education system to accommodate every students’ learning habits over the current use of standardization and curriculum based teachings. On the other hand, Karen Ho’s, Biographies of HegemonyRead MoreInquiry Based Opportunities And Narcissism Essay1226 Words   |  5 PagesBased Opportunities and Narcissism The question of how to properly teach children has been constantly debated over ever since the existence of the education system. On the precipice of such debate are two outspoken critics, Cathy Davidson, author of â€Å"Project Classroom Makeover,† and Jean Twenge, author of â€Å"An Army of One: Me,† who have both denounced the traditional school curriculum. Their beliefs, that public school have ruined students by placing too much emphasis on self-esteem as well as content

The Deviant Globalization From Gilman s Perspective

Globalization is a developmental process of transnational integration, which mainly reflects on the economic aspect. The moral standards and legal systems in different regions are changing differently along with the progress of the society. However, when mentioned globalization, people mostly refer to mainstream globalization. Deviant globalization- the rebarbative dark side of the global economy- is ignored constantly. There is a distinctive evaluation from Nils Gilman- deviant globalization is a form of development. As Harvey (2006) said that human, finance, goods, ideas and services are considered increasingly as the important factors in the development of globalization. Therefore, it could be discussed from economic, political and social perspectives to measure the deviant globalization. This essay aims to analyse the deviant globalization from Gilman’s perspective. Defining the deviant globalization and analysing how the deviant globalization forms firstly, and using exam ples to explain the reasons of development of these three perspectives. As Gilman, et al (2013) written that deviant globalization refers to meet the demand for illicit or immoral commodities and services which are provided by other different places with disparate moral standards or inefficient governments. The range of deviant globalization is wide, for example, money laundering, unlawful sexual trafficking as well as organ trade and so forth. Moreover, deviant globalization and mainstreamShow MoreRelatedStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pages10.5/12 ITC New Baskerville Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. Copyright  © 2013, 2011, 2009, 2007, 2005 by Pearson Education, Inc., publishing as Prentice Hall. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval

Hipaa, Health Insurance And Portability Act Of 1996

HIPAA (Health Insurance and Portability Act of 1996), outlines rules, regulations and the rights of patients to access their healthcare information such as notifications of privacy practices, copying and viewing medical records, and amendments. This paper explains why confidentiality is important today and discusses recourses patients can use if they believe their privacy has been violated. This paper will also discuss criminal and civil penalties’ that can occur for breaking HIPAA privacy rules. Keywords: HIPAA, health information, patients’ rights Patients’ Rights under HIPAA In 2003, a federal law that provided privacy and security protection was imposed upon all healthcare organizations including hospitals, physician practices, health insurance companies, Medicare, Medicaid, employers, and labs, as well as other providers. With passage of this law all patients now have a right to their PHI -Protected Health Information- under HIPAA which includes the right to receive a notice of privacy practices, to copy and view information in their medical record, request amendments, receive an accounting of disclosures, request communication about medical matters, restrict the use and disclosure of their medical record, and to file a complaint about violations of privacy (Modifications to the HIPAA, 2013). What is HIPAA The Health Insurance and Portability Act of 1996, known by the acronym HIPAA, is a civil rights law that was passed to give patientsShow MoreRelatedHipaa, Health Insurance And Portability Act Of 19961576 Words   |  7 PagesHIPAA, (Health Insurance and Portability Act of 1996) outlines rules and regulations and the rights of patients to access their healthcare information such as notifications of privacy practices, copying and viewing medical records, and amendments. This paper explains why confidentiality is important today and discusses recourses patients can use if they believe their privacy has been violated. This paper will also discuss criminal and civil penalties’ that can occur for breaking HIPAA privacy rulesRead MoreHipaa, Health Insurance And Portability Act Of 19961574 Words   |  7 PagesHIPAA, (Health Insurance and Portability Act of 1996) outlines rules and regulations and the rights of patients to access their healthcare information such as, notifications of privacy practices, copying and viewing medical records, and amendments. This paper explains why confidentiality is important today and discusses recourses patients can use if they believe their privacy has been violated. This paper will also discuss criminal and civil penalties’ that can occur for breaking HIPAA privacyRead MoreHipaa Or Health Insurance Portability And Accountability Act Of 1996983 Words   |  4 Pages HIPAA or Health Insurance Portability and Accountability Act of 1996 is a set of laws aimed to protect people from losing their health insurance coverage during change or loss of employment, to control health care fraud and abuse, and to maintain patient`s health information and/or status confidential. 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The purpose was to improve the Medicare program under title XVIII of the Social Security Act, the Medicaid program under title XIX of such Act, and the efficiency and effectiveness of the health care system. This public law encouraged the development of a health information system through standards and requirements for the electronic transmission of certain health information (aspe.hhs.go). The Act established a programRead MoreThe Health Insurance Portability And Accountability Act Of 1996 ( Hipaa )1806 Words   |  8 PagesHIPPA and Information Management Introduction The Health Insurance Portability and Accountability Act of 1996 (HIPAA) was passed to protect patients, it offer the following benefits (a) enables the patient to find out how their health records can be used, (b) limits the release of personnel health records, (c) patients have the opportunity to receive a copy of their health records, and (d) gives the patient the authority to control if their information will be disclosed to a third party. UnderRead MoreWhat Is The Health Insurance Portability And Accountability Act860 Words   |  4 PagesHealth Insurance Portability and Accountability Act HIPAA is the acronym for the Health Insurance Portability and Accountability Act that was passed by Congress in 1996, Federal law that restricts access to individuals private medical information: The Health Insurance Portability and Accountability Act of 1996 was enacted by the United States Congress and signed by President Bill Clinton in 1996. . HIPAA does the following: Provides the ability to transfer and continue health insurance coverageRead MoreThe Hipaa Act Of 1996851 Words   |  4 PagesWhat is the HIPAA Act of 1996? HIPAA, what is it? It is privacy, control, and peace of mind. You have the right for your medical information to be kept confidential. You have the right to decide whether or not family members are privy to your medical information. If you are changing jobs, why worry about health insurance coverage. Picture this. A woman called a local hospital and inquired about the condition of a patient. She was informed by the nurse that the patient was on a ventilator and couldRead MoreEssay On Public Need For Health Care1023 Words   |  5 Pages Public Need for the Health Insurance Portability and Accountability Act The Health Insurance Portability and Accountability Act was signed into a federal law in 1996. During the early 1990’s there was a public need to alter the way that medical records were discussed between insurance, doctors and patients. Prior to the advancement of computers into the medical world, the industry was mainly paper records that were written and stored in file rooms. Only people who were authorized could get to Hipaa, Health Insurance And Portability Act Of 1996 HIPAA, (Health Insurance and Portability Act of 1996) outlines rules and regulations and the rights of patients to access their healthcare information such as notifications of privacy practices, copying and viewing medical records, and amendments. This paper explains why confidentiality is important today and discusses recourses patients can use if they believe their privacy has been violated. This paper will also discuss criminal and civil penalties’ that can occur for breaking HIPAA privacy rules. Keywords: HIPAA, health information, patients’ rights Patients’ Rights Under HIPAA The Health Insurance and Portability Act of 1996, known by the acronym HIPAA, is a civil rights law that was passed to give patients†¦show more content†¦Notice of Privacy Practices The Notice of Privacy Practices must be provided for the patients’ first admission into a healthcare facility. This notice describes how the privacy rule allow providers to use the patient s’ PHI, explains their privacy rights and provides contact information for complaints (Herold, R., Beaver, K, 2014). A â€Å"good faith† effort must be made to obtain a written acknowledgment from the patient that he has received the Notice of Privacy Practices. One issue that has been noted is the wording of some notices are cumbersome and not written clear enough for the average layperson to understand its meaning. Access, Amendments, and Accounting of Disclosures Under HIPAA, patients have the right to access their records in designated record sets and obtain copies of them. This right extends for as long as the hospital keeps the records (Individuals Right under HIPAA, 2016). Parents have rights to access their minor child’s medical records, although the provider may reserve the right to limit disclosure of PHI to a minor’s parent or guardian if they believe the minor to be in danger if that information is released. This has drawn much controversy from parents who believe they have a right to their minor child’s PHI in order to be well informed of their healthcare needs. According to state law, providers have a right to charge a reasonable cost-based fee for making copies and for postage, however, they may not charge a fee for

The Effects of Obesity in Adults Free Essays

In today’s society overeating can create a vast amount of changes, that may affect lifestyles of daily living. According to CDC, more than one-third of U.S. We will write a custom essay sample on The Effects of Obesity in Adults or any similar topic only for you Order Now adults were obese in 2011-2012. The effects of obesity can lead a person down a road, which can be hard to manage in life. A BMI of 30 is about 30 lb overweight and equivalent to 221 lb in a 6’0†³ person and to 186 lb in one 5’6†³ (American Journal). The National Institutes of Health (NIH) now defines normal weight, overweight, and obesity according to BMI rather than the traditional height/weight charts (NIH). People with a body mass index of 30 or more are considered obese, and those with a B.M.I. of 40 or more are severely obese (NYTimes). Obese individuals have a high risk for chronic health conditions and complications. To name a few: hypertension, cardiovascular disease, knee / joint problems, psychological issues, diabetes, and death. Obesity is a measure by body mass index, which is determined by height and weight. If a person gains between 10-20 pounds they are at a high risks of hypertension (OAC). As you gain weight, so does stress throughout the body which causes hypertension. The more food and drink a person consumes in turn will increase their sodium level. Due to the increase of sodium and fat into the diet the endocrine system is forced to compensate and can result in an increase in blood pressure. Hypertension is a chronic condition caused by an increase in blood pressure and is a common complication for obese patients.Abdominal distention is a common complication due to layers of fat that have accumulated on top of muscle. The abdominal wall compressing against the diaphragm causes discomfort for an obese patient and also limits sleeping positions. Sleep apnea is another common complication of obese patients due to the softening of the tissue in the mouth and throat causing the airway to be obstructed. Many of these patients must be placed on a bipap machine while they sleep to help regulate their breathing. Obesity is also associated with knee and joint issues. Increase weigh strains the body, as a person tries to walk with additional weight. Ideal body weight is classified as 50 kilograms for 5 ft. Anything past 5ft is multiplied by 2.3 + 50 to get ideal body weight. For example; a 6’0 ft person ideal body weight would be 50 + 2.3 x 12 equals 77.6 kilograms. Any weight above the average weight is considered obese. Over time the tissues and connective tendons become damaged from the strain of the weight that is bearing down on the knee. Being only 10 pounds overweight increases the force on the knee by 30-60 pounds with each step (John Hopkins). Being overweight increases, the load placed on the joints such as the knee, which increases stress and could possibly hasten the breakdown of cartilage (John Hopkins). Clearly increase weight does have significant impact on walking, causing fatigue, and joint / knee issues.Psychological consequences of being overweight or obese can include lowered self-esteem and anxiety, and more serious disorders such as depression and eating disorders such as binge eating, bulimia and anorexia (MentalHelp). Obese people are made fun of and looked down upon. Obese people have less energy, due to taking more momentum to get their body going. More weight means more force needed to get moving. Hollywood paints an image that everyone around is thin. When it comes to obese people there’s a tendency for depression, trying to compare with society. While being depressed obese people have a tendency to want to eat more and lay around doing nothing. Within that mind state leads to eating more and gaining additional weight. Over time, even ordinary tasks of daily life like going up a flight of stairs can lead to exhaustion and a sense of premature aging (Mentalhelp). Diabetes is another consequence associated with being obese. Obese people have a tendency, to eat more sweets, and carbohydrates that turn into glucose. People who are overweight or have obesity have added pressure on their body’s ability to use insulin to properly control blood sugar levels, and are therefore more likely to develop diabetes (Obesity Society). Obese people are at high risk of developing type 2 diabetes. Type 1 diabetes, which often occurs in children or adolescents, is caused by the body’s inability to make insulin or type 2 diabetes, which occurs as a result of the body’s inability to react properly to insulin (insulin resistance). Type 2 diabetes is more prevalent than type 1 diabetes and is therefore seen in roughly 90% of all diabetes cases (Obesity Society). Compared with normal-weight adults, obese adults had at least 20% significantly higher rate of dying with cardiovascular disease (NIH). Plaque builds up due to more fats in diet, which leads to coronary artery disease. As the buildup continues throughout duration of life, so does blockage in the coronary arteries. A block in the coronary arteries with cause decrease cardiac output. With the decrease in blood flow, cardiac tissue death starts to form. Blockage in the heart creates myocardial infarction. Prolong tissue necrosis will lead to cardia death, resulting in death itself. For CVD, death was advanced by 10.3 and 12.8 years in adults aged 45 to 64 years categorized as grades II and III obese (Luisa N. Borrell). Obesity can cause a lot of issues that can be detrimental to activities of daily living. Just as a little of increase weight, the body starts to break itself down. While, normal healthy adult weight is less than BMI of 26, and obesity is anything above BMI 30. A little increase in weight can be life altering. The activities daily living related with obesity decreases in an adult’s life. Several different diseases are involved with obesity, most can be cured with just a minor decrease in weight. How to cite The Effects of Obesity in Adults, Papers

Anorexia4 Essay Example For Students

Anorexia4 Essay Each year millions of people in the United States are affected by serious and sometimes life-threatening eating disorders. The vast majorities are adolescents and young adult women. Approximately one percent of adolescent girls develop anorexia nervosa, a dangerous condition in which they can literally starve themselves to death. Another two to three percent develop bulimia nervosa, a destructive pattern of excessive overeating followed by vomiting or other purging behaviors to control their weight. These eating disorders also occur in men and older women, but much less frequently. The consequences of eating disorders can be severe. For example, one in ten anorexia nervosa leads to death from starvation, cardiac arrest, or suicide. Fortunately, increasing awareness of the dangers of eating disorders, sparked by medical studies and extensive media coverage, has led many people to seek help. Nevertheless, some people with eating disorders refuse to admit that they have a problem and do not get treatment. Family and friends can help recognize the problem and encourage the person to seek treatment. Anorexia nervosa is a disorder where people intentionally starve themselves. It usually starts around the time of puberty and involves extreme weight loss. Sometimes they must be hospitalized to prevent starvation because food and weight become obsessions. For some, the compulsives shows up in strange eating rituals, some even collect recipes and prepare gourmet feasts for family and friends. Loss of monthly menstrual periods is typical in women with this disorder and men with this disorder usually become impotent. People with bulimia nervosa consume large amounts of food and then rid their bodies of the excess calories by vomiting, abusing laxatives or exercising obsessively. Some use a combination of all these forms of purging. Many individuals with bulimia binge and purge in secret and maintain normal or above normal body weight, they can often successfully hide their problem from others for years. As with anorexia, bulimia typically begins during adolescence. The condition occurs most often in women but is also found in men. Many individuals with bulimia, do not seek help until they reach their thirties or forties. By then, their eating behavior is deeply ingrained and more difficult to change. Medical complications can frequently be a result of eating disorders. Individuals with eating disorders, who use drugs to stimulate vomiting, may be in considerable danger, as this practice increases the risk of heart failure. In patients with anorexia, starvation can damage vital organs such as the heart and brain. To protect itself, the body shifts into slow gear : monthly menstrual periods stop, breathing, pulse and, blood pressure rates drop, and thyroid function slows. Nails and hair become brittle, the skin dries, yellows, and becomes covered with soft hair called Lanugo. Excessive thirst and frequent urination may occur. Dehydration contributes to constipation, and reduced body fat leads to lowered body temperature and inability to with stand cold. Mild anemia, swollen joints, reduced muscles mass, and light-headedness also commonly occur in anorexia. If the disorder becomes severe, patients may lose calcium from their bones, making them brittle and prone to breakage. Scienti sts from the National Institute of Mental Health ( NIMH ), have also found that patients suffer from other psychiatric illnesses. They may suffer from anxiety, personality or substance abuse disorders, and many are at a risk for suicide. Obsessive compulsive disorder, an illness characterized by repetitive thoughts and behaviors, can also accompany anorexia. Bulimia nervosa patients- even those of normal weight- can severely damage their bodies by frequent binge eating and purging. In rare instances, binge eating causes the stomach to rupture; purging may result in heart failure due to loss of vital minerals, such as potassium. Vomiting causes other less deadly, but serious, problems. The acid in vomit wears the outer layer of the teeth and can cause scarring on the backs of hands when fingers are pushed down the throat to induce vomiting. Further the esophagus becomes inflamed and glands near the cheeks become swollen. As in anorexia, bulimia may lead to irregular menstrual periods and interest in sex may also diminish. Some individuals with bulimia struggle with addictions, including abuse if drugs and alcohol, and compulsive stealing. Like individuals with anorexia, many people with bulimia suffer from clinical depression, anxiety obsessive compulsive disorder, and other psychiatric illnesses. These problems place them at high risk fo r suicidal behavior. People who binge eats are usually overweight, so they are prone to medical problems, such as high cholesterol, high blood pressure, and diabetes. Research, from the NIMH scientists, has shown that individuals with binge eating disorder have high rates of co-occurring psychiatric illnesses, especially depression. Huckleberry finn 2 EssayFamily and friends should read as mush as possible about eating disorders, so they can help the person with the illness understand his or her problem. Many local mental health organizations and the self help groups provide free literature on eating disorders. Some of these groups also provide treatment program referrals and information on local self-help groups. Once the person gets help, he or she will continue to needs lots of understanding and encouragement to stay in treatment. NIMH continues its search for new and better treatments for eating disorders. Congress has designated the 1990s as the Decade of the Brain, making the prevention, diagnosis, and treatment of all brain and mental disorders a national research priority. This research promises to yield even more hope for patients and their families by providing a greater understanding of the causes and complexities of eating disorders. Bibliography: