Fred Lebow Essays

Fred Lebow Essays Fred Lebow Essay Fred Lebow Essay Name: Course: Lecturer: Institution: : Date: Fred Lebow If a person is asked, who started the New York City marathon, the first thought is mostly about the Kenyan runners who have been winning medals in the athletic sports arena combined with the American runners to create spectacular events. It should be noted that the New York City marathon was created by the least likely person. The man is known as Fred Lebow. The man turned a simple dream into a reality. Before creating the New York City marathon, he was called a dreamer. After the creation of the New York City marathon, he became a visionary. Through the art of shtick gimmicks, Fred Lebow was able to convince most of the sponsors to fund the race, as well as making other companies benefit from it. The New York City marathon was conceived in a simple way. Fred Lebow had to apply several shtick and gimmicks to lure the different authorities to give him the permit to use the Central Park for runners. He said that some of his wealthy friends in the runners’ club were going to sponsor the event. The authorities gave him the permit to use the Central Park unaware of what was coming their way. He went on to popularize the race in the media fraternity by indicating that prominent runners will attend. After this, the New York City marathon race was born. As the years went by, the event grew bigger every year. Fred Lebow created the race using the big apple as its logo. The T-shirts being used by the runners, which had to be worn, conveyed the picture of an apple with the saying ‘big apple’. This was an extremely good campaign for the Big Apple Company because it marketed their products all over the world. This is a free form of advertisement for the Big Apple Company because their products are being promoted with the use of celebrities in the athletics’ arena. The race comes once in a year and runners from everywhere in the world, participate in this event. Therefore, the event is viewed all over the world making it a good day for the Big Apple Company every year during the marathon.. In order for the New York City marathon to happen, Fred Lebow applies ‘Power the Central Concept in Political Science’ in that he had to use power to control the media and the relevant authorities that were involved in the creation of the marathon. First, he skimmed and made everybody to believe that he had a couple of millionaire friends who were ready and willing to sponsor the event. In the real sense, when money is involved there is the show of power and might. Often, people with money are believed to command power in the society. Therefore, Fred Lebow used this gimmick to manipulate the authorities to give him a permit to use the central park. The other form of power that Lebow used to manipulate people in making the New York City marathon a reality are the celebrities. Although it is difficult to understand, the celebrities command some power in the society. This is because people look up to them in the society and they believe in whatever they are saying. In many cases, politicians use the celebrities in conducting their campaigns because they are able to reach to the ears of many people. In this case, Lebow used prominent people or athletes who had won several marathons before. For instance, when he approached the New York Times, nobody knew him or even had heard of the New York City Marathon. The shtick that Lebow used in the creation of the New York City marathon is the use of the political figures. He invited the mayor of New York City in the race to attract people’s attention. Political people or figures command an amount of power in the government. These people control most of the government resources. Additionally, they are involved in decision-making of major policies in the government. In this case, Lebow strategically used the mayor to attract the crowds of people and runners to show the seriousness of the marathon. This worked extremely well because many people and runners availed themselves for the marathon and the media was covering the full story. This resulted to the growth of the New York City Marathon to where it is today. The last form of power used by Lebow to create the New York City marathon is the use of prestigious sponsors. When the Marathon was being started, Lebow did not have any sponsors but he was lying to the people involved that he had prestigious sponsors who were willing to fund the event. In reality, big companies and rich people have some power in them in the society. The mention of a big company will most likely attract the attention of the people and the media. This means that they have power if they are able to command the attention of people. In this situation, Lebow was able to command the attention of people by the use of fictitious sponsors who sounded to be prestigious. To start or create something is hard, but the extent to which one is willing to go in order to create anything makes it easy. Fred Lebow was such a man who was quiet but because of his will, he was able to create one of the most prominent events in the world, the New York City Marathon. This event has become an advantage to some companies like the Big Apple Company because their products are showcased all over the world. Lebow used shticks and gimmicks to manipulate the authorities in creating one of the most breath taking marathons in the world. For this fact, he is seen as man of vision and not a dreamer.

El boletín de visas para el mes agosto de 2019

El boletà ­n de visas para el mes agosto de 2019 El boletà ­n de visas, que actualiza cada mes el Departamento de Estado, es fundamental  para las personas que estn esperando por su tarjeta de residencia permanente en determinadas categorà ­as de solicitudes por familia o por trabajo, ya que significa que la espera ha terminado y se inicia la fase final de la tramitacià ³n. En este artà ­culo se explica para quà © tipo de peticiones de tarjeta de residencia, tambià ©n conocida como green card,  es relevante el boletà ­n de visas y quà © hacer si por edad o por matrimonio se cambia de categorà ­a. Asimismo, se informa sobre la  diferencia entre dates for filing y   final action date, cul es el boletà ­n de visas actual y  cà ³mo  entenderlo. Finalmente, quà © esperar una vez que se inicia la fase final de la tramitacià ³n de la solicitud de la green card. Para quà © peticiones es importante el boletà ­n de visas El boletà ­n de visas es relevante para todas las categorà ­as de peticià ³n de tarjetas de residencia permanente por familia o por trabajo para las que existe un là ­mite mximo que puede ser aprobado por aà ±o fiscal. En otras palabras, esto quiere decir que  no aplica a las peticiones de ciudadanos estadounidenses para sus hijos solteros menores de 21 aà ±os, cà ³nyuges o padres, ya que la ley no establece un là ­mite para esas solicitudes. Estas peticiones se tramitan sin espera y, en la actualidad, el proceso desde su inicio al fin es, aproximadamente, de doce meses. Por el contrario el boletà ­n de visa a aplica a las siguientes solicitudes de peticiones por familia: de ciudadano para hijo soltero mayor de 21 aà ±os, que se conoce como F1de residente permanente para cà ³nyuge y/o hijo soltero menor de 21 aà ±os, que se conoce como F2Ade residente permanente para hijo soltero mayor de 21 aà ±os, que se conoce F2Bde ciudadano para hijo casado de cualquier edad, que se conoce como F3de ciudadano para hermano, que se conoce como F4 Es posible cambiar de categorà ­a. Esto se debe a que la demora puede ser muy larga  y las circunstancias personales de la persona pedida o del solicitante  cambian. Por ejemplo, si un residente permanente solicita a un hijo soltero mayor de 21 aà ±os y durante la espera el residente se convierte en ciudadano por naturalizacià ³n, sucederà ­a que el hijo pedido pasarà ­a de estar en la categorà ­a F2B a ser un F1. Es conveniente notificar  estos cambios al USCIS mediante una carta.   Adems, tener en cuenta que algunos cambios implican que la solicitud de los papeles no va a llegar a buen resultado. Por ejemplo, si un residente pide a un hijo soltero y à ©ste se casa durante la espera de los papeles, la peticià ³n se convierte en nula.   Finalmente, el boletà ­n de visas aplica en todas las categorà ­as de peticiones de tarjeta de residencia por trabajo. Diferencias entre Dates for filing y Final action date y por quà © es importante En el boletà ­n de visas hay dos tipos de fecha. En primer lugar, las que aplican a las personas  que pueden ajustar su estatus y que siguen lo que el gobierno llama Dates for filing. Eso quiere decir que ya pueden presentar los papeles para el ajuste cuando la  fecha de prioridad de su solicitud  es ms antigua que la fecha seà ±alada para su categorà ­a en el epà ­grafe  dates for filing. Sin embargo, tener en cuenta que la aplicacià ³n no puede ser aprobada mientras la fecha de prioridad de su solicitud no sea ms antigua que la fecha para su categorà ­a consignada bajo el epà ­grafe final action date. En otras palabras, los migrantes que estn ya en Estados Unidos deben estar atentos a esas 2 fechas, la primera, para presentar los papeles del ajuste de estatus, y la segunda para calcular cundo la tramitacià ³n final tendr lugar y asà ­ obtener su green card.   Entonces,  ¿por quà © es importante el date for filing si no se puede obtener la green card hasta que llega la fecha del final action? Pues porque si se est en Estados Unidos y se puede ajustar el estatus, en el momento en que se  presentan esos papeles se adquieren ciertos derechos, como la posibilidad de aplicar por un permiso de trabajo o de solicitar una autorizacià ³n para viajar fuera de Estados Unidos y regresar que se conoce como advance parole. Por el contrario, los emigrantes fuera de Estados Unidos que siguen lo que se conoce como un procedimiento consular sà ³lo deben estar atentos al final action date. Cuando llega esa fecha para su categorà ­a  es el Centro Nacional de Visas quien inicia la tramitacià ³n de los à ºltimos pasos de la peticià ³n de la green card. Boletà ­n de visas agosto  2019. Fechas de corte final action Categorà ­a F1, hijos/as de ciudadano solteros y mayores de 21 aà ±os Mà ©xico: 1 de agosto de 1996Resto Latinoamà ©rica y Espaà ±a: 1 de julio de 2012 Categorà ­a F2A, cà ³nyuges de residentes y sus hijos solteros menores de 21 Mà ©xico: corrienteResto Latinoamà ©rica y Espaà ±a: corriente Categorà ­a F2B, hijos de residente solteros mayores de 21 Mà ©xico: 1 de junio de 1998Resto Latinoamà ©rica y Espaà ±a: 1 de enero de 2014 Categorà ­a F3, hijos casados de ciudadano Mà ©xico: 1 de diciembre de 1995Resto de Latinoamà ©rica y Espaà ±a: 22 de junio de 2007 Categorà ­a F4, hermanos de ciudadano Mà ©xico: 1 de enero de 1997Resto de Latinoamà ©rica y Espaà ±a: 1 de octubre de 2006 Categorà ­a por trabajo Primera, Tercera y Otros Todos los paà ­ses: 1 de julio de 2016 Categorà ­as por trabajo Segunda Todos los paà ­ses: 1 de enero de 2017 Categorà ­as por trabajo Cuarta y Trabajadores Religiosos Mà ©xico: 1 de julio de 2016El Salvador, Guatemala y Honduras: 1 de julio de 2016Resto de los paà ­ses de Latinoamà ©rica y Espaà ±a: fecha corriente Boletà ­n de visas agosto 2019 Fechas de corte dates for filing Categorà ­a F1, hijos solteros de ciudadano mayores de 21 aà ±os Mà ©xico: 1 de noviembre de 1999Resto de Latinoamà ©rica y Espaà ±a: 1 de marzo de 2013 Categorà ­a F2A, cà ³nyuges de residentes e hijos solteros menores de 21 Mà ©xico: 1 de junio de 2019Resto de Latinoamà ©rica y Espaà ±a: 1 de junio de 2019 Categorà ­a F2B, hijos solteros de residentes mayores de 21 Mà ©xico: 1 de febrero de 1999Resto de Latinoamà ©rica y Espaà ±a: 1 de septiembre de 2014 Categorà ­a F3, hijos casados de ciudadano Mà ©xico: 15 de julio de 2000Resto de Latinoamà ©rica y Espaà ±a: 22 de diciembre de 2007 Categorà ­a F4, hermanos de ciudadanos Mà ©xico: 15 de diciembre de 1998Resto de Latinoamà ©rica y Espaà ±a: 15 de diciembre de 2006 Categorà ­a por trabajo Primera Todos los paà ­ses hispanohablantes: 1 de septiembre de 2018 Categorà ­a por trabajo Segunda, Tercera y Otros Todos los paà ­ses hispanohablantes: fecha corriente Categorà ­a por trabajo Cuarta y Trabajadores religiosos Mà ©xico: fecha corrienteEl Salvador, Guatemala y Honduras: 1 de septiembre de 2016Otros paà ­ses hispanohablantes: fecha corriente Cà ³mo entender el boletà ­n de visas Lo primero es tener a mano la fecha de prioridad que es el dà ­a en el que se presentà ³ la solicitud. A continuacià ³n, determinar  si la peticià ³n es de familia o por trabajo y si aplica el final date (persona para la que se piden los papeles est fuera de EE.UU) o, por el contrario, el dates for filing (persona para la que se piden los papeles est en EE.UU. y puede ajustar su estatus). El paso siguiente es determinar la categorà ­a de la persona pedida. En el caso de familia, como se explicà ³ anteriormente, se puede ser F1, F2A, F2B, F3 o F4. En el caso de peticiones de trabajo se puede ser categorà ­as 1, 2, 3, 4, Otros o Religiosos.   Una vez que se conocen todos los datos, corresponde buscar el el bloque de informacià ³n que aplica. Por ejemplo, si el hijo casado de un ciudadano es la persona pedida y est en Estados Unidos y puede pedir un ajuste de estatus, le interesa el dates for filing por familia. Luego tendrà ­a que mirar su categorà ­a. En el caso del ejemplo, un hijo casado de ciudadano es un F3 y a continuacià ³n verificar la columna segà ºn su paà ­s de nacimiento, si es de Mà ©xico es una, y si es de otro paà ­s, la otra. Finalmente, mirar su fecha de prioridad y compararla con la fecha del boletà ­n de visa. En el boletà ­n de visas de mayo de 2018 para un F3 de Mà ©xico que puede ajustar su estatus, la fecha de corte es 8 de septiembre de 2006. Si su fecha de prioridad fuera ms antigua, eso significarà ­a que podrà ­a presentar los papeles para el ajuste de estatus. Otro ejemplo distinto serà ­a el de un hermano de ciudadano que est esperando fuera de Estados Unidos y es de Colombia. En este caso se tratarà ­a de  un final action por familia. Adems, como es un hermano de ciudadano serà ­a un F4 y, como no es de Mà ©xico, tendrà ­a que fijarse en la columna de Resto de Latinoamà ©rica y Espaà ±a. La fecha de corte para esa categorà ­a para mayo de 2018 es 8 de enero de 1998. Si tuviera una fecha de prioridad ms antigua, eso querrà ­a decir que en unas semanas el Centro Nacional de Visas le contactar para pedirle papeles para iniciar ya la tramitacià ³n final hacia la green card. Quà © pasa cuando llega la fecha de corte del boletà ­n de visas Cuando la fecha de prioridad de una persona es ms antigua que la fecha de corte de su categorà ­a que aparece en el boletà ­n de visas se inicia el proceso final para la sacar green card. A partir de ese momento puede estimarse que las gestiones restantes se demorarn, aproximadamente, medio aà ±o. En los trmites a hacer destacan la presentacià ³n de las planillas y documentos de affidavit of support, es decir, sostenimiento econà ³mico por parte de patrocinador. Es de interà ©s conocer cà ³mo  afectan las deudas o el mal crà ©dito en las peticiones de green card. Tambià ©n es el momento de realizar el examen mà ©dico y de presentarse para la gestià ³n de los datos biomà ©tricos, incluidos sacar una fotografà ­a y permitir la toma de las huellas dactilares. Causas por las que la peticià ³n de la green card no es aprobada La mayorà ­a de las peticiones de green card son aprobadas, sin embargo, la peticià ³n puede ser negada despuà ©s de todos los aà ±os de espera.  Estas son 42 causas de rechazo de la solicitud de residencia permanente. En el caso de que se diera la negacià ³n, es importante entender la causa para saber si es una negativa definitiva o, por el contrario, es posible encontrar una solucià ³n legal. Adems, es fundamental entender que no importa que el USCIS hubiera  aprobado inicialmente la peticià ³n comunicndolo en el NOA2. Eso no significa que la green card estuviera ya  aprobada sino que, simplemente, se dio  la condicià ³n para poder pedirla, es decir, la relacià ³n entre el patrocinador y patrocinado. Dà ³nde encontrar informacià ³n   Durante la tramitacià ³n de la green card es posible  obtener informacià ³n sobre su  gestià ³n, pedir ayuda o denunciar un fraude en  telà ©fonos que brindan informacià ³n  migratoria. Este es un artà ­culo informativo. No es asesorà ­a legal para ningà ºn caso migratorio.

Security Policy Description Term Paper Example | Topics and Well Written Essays - 1750 words

Security Policy Description - Term Paper Example In the current scenario there is no policy in place, as the company is new. One key element for a policy development process is the process maturity level. For instance, a newly derived comprehensive and complex security policy cannot be successful because organizations need time for compliance. Common pitfalls for compliance are different organization cultures, lack of management buy-in, insufficient resources and many other factors. For a newly inaugurated car leasing company, the initial step would be to publish a policy that includes bulleted points i.e. in the form of checklists. Afterwards, when the processes are matured, more policies can be developed with comprehensive and detailed requirements along with documentations for Standard operating procedures (SOP). Moreover, providing awareness of the newly developed policy will also need time to mature and align with different departmental policies already in place. To gain management buy in for any newly develop policy, it must be operational as early as possible so that changes can be made and customized in alignment with the corporate business requirements. As the policy development process can be triggered at various stages, regulations are vital motivators that are one of the key reasons for developing or modifying a policy. Moreover, any security breach resulting in a poor incident response plans and procedures can also be a factor to review or create a new incident response policy and incident response plan. The ‘top-down’ approach that will consult policy making from best practices and regulations will make only the presence of an non-natural policy with no results, as it will not be effective in the real world scenario. On the other hand, ‘bottom-up’ approach that will take inputs from the network administrator or Information Technology specialist will be too specific and according to the local practices that will not address issues in the current operational environment o f a corporate organization. Recommendations will be to find a balance and combination between these two approaches. --------------------------------------- Information Security Policy Document (ISPD) for AMERCO Car Leasing Company The information security policy is drafted from one of the templates from SANS that claims on their website to be the most trusted and the largest source for information security research in the world that focuses on certification, research and training. Moreover, many authors refer to SANS information security policy templates to facilitate organizations for an initial step of fundamental and basic requirements that are stated in these templates. However, in some cases these policy templates only require a change in the name of organization only. In spite, the focus needs to be on aligning business objectives to the policy, as it is considered to be one of the vital controls that govern from top to bottom (Chen, Ramamurthy, and Wen 157-188). 1. Purpose Th is policy demonstrates requirements for protecting or securing information for AMERCO Car Leasing company information and information that is classified and categorized as confidential cannot be conceded or breached and the services related to production and third party service providers security is safeguarded from the operations of the information security and AMERCO Car Leasing company. 2. Scope This policy is applicable to employees and third parties who have access to head

How does the plate tectonics theory help explain the existence of Essay

How does the plate tectonics theory help explain the existence of fossilized marine life in rocks atop the Ural Mountains Be sure to include a description of the specific process(es) - Essay Example With time, the fossils collected and accumulated on the sea bed. Geologists describe the area on which the mountains exist to be at the edge of two active tectonic plates: Baltica and Siberia. The tectonic plates are considered to be constructive plates. The two tectonic plates collided and their forces pushed the plates against one another in a constant force. The force was so intense that it pushed the earth’s crust beyond its elastic limit. With time the earth’s crust got compressed as folded upwards resulting to the Ural Mountains. This was a gradual process that lasted for many years. The area that was formerly covered by the Palaeoralic Ocean was now part of the Ural Mountains. It took with it the fossil remains that was on the sea bed. The water that was contained in the ocean was displaced as result of rise in altitude of the area. Considering that the fossils had been in existence for over millions of years and that they were several of kilometers deep, it was impossible for the environmental factors like rain to completely wear out the fossil remains (Wright, 1977). In addition, the weight of the water along with other forces had compacted together the fossils forming semimetal rocks which currently exist on the top of Ural Mountains. This theory unlike other theories is credible and fully arguable especially in its endeavor to explain the existence of sedimentary rocks atop the Ural

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