Reign Over Me Evaluation Essay

Depression affects all people. Reign Over Me is a movie that deals with a character in a grave state of depression. In Charlie Fineman’s (Adam Sandler) case depression hits hard and leads to a major behavioral change. Fineman blocks out major parts of his life including his college roommate, Alan Johnson (Don Cheadle). After running into him on the street, it takes a while for this encounter to jog his memory of his best friend. We learn later that this depression is due the death of his three daughters and wife in a plane crash. The news devastates Fineman. He cannot function in society the same and loses purpose in life, as well as belief in himself. Instead of letting this distress out and working to recuperate, Fineman shuts everybody out and tries to hide from the truth. This can be a serious problem in today’s society. Many people are embarrassed or too hurt to try to move on and they let what happened dictate their individual future. In this film, directed by Mik e Binder and produced by Jack Binder and Michael Rottenberg, the message of depression and its effects is relayed quite clearly. This movie relates to the real world very well; it also helps open up the eyes of many who do not understand what depression can do. Reign Over Me deals with a character who has the biggest part of his life taken from him in an instant. While others cannot tell how much Fineman is suffering by his actions, the loss of his family crushes him. Instead of mourning he falls into a deep state of denial where he almost forgets their existence. An important theme throughout is Fineman trying to fix the wrongs he did to his family, like snapping at his wife about kitchen remodeling or not taking his shoes off. Although they are just little things he makes sure nobody comes in his house with their shoes on and remodels the kitchen several times. These small acts show that he still remembers. There is a scene in the movie where Fineman opens up to Alan, his former roommate. Although he would not open up to the therapist, he tells Alan all about what happened. It was in brief but in this scene you get to see how much recalling his past hurts. Just saying his daughters’ names makes him cry. This scene demonstrates how hard it is for Fineman to talk about his life. Throughout the film, we learn little by little the events  that took place. Outsiders and even his in-laws think that he is disrespecting his deceased loved ones. They do not understand why he does not carry a picture of his family with him or even have one in his house. They take it to the point of wanting to have him committed until he finally talks to them and explains how hard it is to live each day and how hard it is to see them or anybody because he sees his family everywhere. There are many critics and naysayer to this movie as well as supporters. Most of the reviews I read really concentrated on the part played by Adam Sandler. Adam Sandler shoulders a very dramatic character in this movie and this side of him is underappreciated. He is notoriously known for his funny facial expressions and antics. This leads people to believe he can’t play a serious role but in Reign Over Me he hits a home run. The same reviews were not so critical about Don Cheadle. He played a part he is used to playing combing a normal act with the occasional funny quote or joke to keep the viewers on board. The actors play out a very realistic scenario. The ir parts are down to earth and don’t undermine or take away from the message of the movie. From my own personal judgment the movie Reign Over Me takes the viewer into a world many people don’t or won’t ever see. It combines excellent acting with a reasonable story-line that relays a meaningful message. They story is not far-fetched and is very comparable to the realities of many people today. As far as the acting is concerned, both actors play a side the viewer is not accustomed to seeing compared to other movies Adam Sandler and Don Cheadle are known for. Other movies like, Billy Madison (Adam Sandler) or Brooklyn’s Finest (Don Cheadle), these actors have very different parts. This movie shows the talent in each of the individual actors. Both actors play off each other during the movie which takes much skill and created a wholesome and tasteful production. Many scenes are not verbatim and the skill of the actors to improvise makes for an entertaining movie watching experience for the audience. I personally recommend this film to anybody from young adults to the elderly and all of the above. Reign Over Me doesn’t only tell a story but will also tug the heart of the audience in a serious and dramatic rollercoaster ride. The movie may have many critics but I think both actors did a wonderful job throughout the film keeping the audience entertained for the entire two hours and forty minute movie. The debate is on! Go watch the movie today  and take into consideration the many sides and create your own opinion. Works Cited Internet Source – O., Scott. â€Å"Who Else but an Old Buddy Can Tell How Lost You Are?.† New York Times 23 Mar 2007. 1. 2/9/11 . Movie – Reign Over Me. DVD. Sony Pictures UK, 2007.

My Best Friends Secret Essay

It was Saturday and all my friends were playing chase in the neighbouring pastures with some other younger kids. As usual, I was stuck in my sizzling bedroom working on my random body part project. I longed to play with my friends in the windy park brimmed with beautiful leaves with shades of yellow, orange and red. I thought about informing my mum to let me have this day off, but I knew mum wouldn’t approve. I sighed at the thought. I took one last peep at the smiling and giggling friends before spinning around to complete my task. It was time for brunch, were I get to rest at last. My hands were red from all the writing and my nose was blocked. I might be coming down with a cold. I jiggled myself awake before slumping downstairs to the kitchen. It wasn’t a surprise when I saw my best friends and the pesky younger children sitting mutely at the dining table. I threw myself onto a couch bed and made myself comfortable. My mum fetched a jug of orange juice, a few cups and a plate of chocolate chip cookies. I gripped one of the filled glasses and two cookies. I settled down for afternoon television, but something was different. Nobody was talking, they were whispering about something. I desperately wanted to hear about the subject, but I didn’t want to be rude, so I turned back to the television show. Something bugged me inside my brain. What are they talking about? Is it about me? I shivered at the rhetorical questions. Now there was a buzzing noise of what I think is girly gossip. I edged closer towards the crowd of girls. I caught a few conversations: â€Å"Didn’t you hear? Thomas has a crush on Sohnjah!† â€Å"Don’t be ridiculous! He would never have such a crush on the watching TV girl there!† Both of them giggled. â€Å"I bet Sohnjah is gonna be embarrassed! She looks real easy to blush!† â€Å"Hate to admit it, but I think she likes him too! What a great couple the make!† â€Å"It will be a great wedding, for the two of them!† I gritted my teeth as they all buzzed on. Even my best friends, Mihindie and Nicky, were in this. So you were the people who spread that secret and you didn’t even tell me! Not going to tell me anything, are you? I flustered while stomping upstairs and into my mum’s room to sob. Dad came up next to me and patted me gently on the back. I cried silently, not letting any of my sniffles or tears come out. I grabbed my frustrated head and tried to calm down. It was difficult, since I never knew what the secret was about, nor when it started. All that time, when I was at band, Nicky and Mihindie were sharing this pathetic secret? I trotted over into my room and walked to the bedside table. I lifted the photo of me and my best friends at the zoo. I spat at the two heads of my friends with a disgusted look on my face. I fussed about them for an hour with my mum and dad until my mind reminded me of the time when they told me how fussy I am sometimes. I had to admit that they were right. I am fussy and uncontrollable. If they were here, they would never ever play with me. I had to promise never to lose my temper ever again.

Contract law Essay Example | Topics and Well Written Essays - 1500 words - 2

Contract law - Essay Example The courts will decide on the amount of damages and other penalties that the defendant will have to incur in return for the breach of contract. Bob’s remedy is to exhaust all extra judicial means to collect the remaining 4,000 pounds that was offered by Arthur and accepted by Bob. If the extra judicial means are not successful, then Bob can file civil charges for the collection of the remaining 4,000 pounds. Since the offer of Arthur to give the additional 4,000 pounds is accepted by Bob, there is a new contract that supersedes the prior contract. The prior contract is that Arthur Will pay Bob 25,000 pounds if Bob finishes the repair job on Arthur’s aunt’s house on the first week of December 2005. The contract is now 29,000 pounds and the new deadline is Dec 25, 2005. Bob has accomplished his part of the contract, now he can ask the courts to force Arthur to pay him the balance of $4,000 pounds. Bob should NOT pay the remaining 2,000 pounds to Eric. Bob does not have to pay the balance of 2,000 pounds to Eric because the law states since Bob did his part of the contract by paying by end of November, then Eric must do his part by collecting only his offer by receiving only the 3,000 pounds if payment was done within November. It is true that one of the requirements of a valid contract is the consent of the party being offered a contract. In this case, because Bob admitted that due to financial difficulty he couldn’t pay the 5,000 pounds to Eric within November 2005, Eric offered a contract to reduce the amount he will receive to only 3,000 pounds. Bob â€Å"accepted† the offer of Eric by his ACTION of paying his liability within the time period offered by Eric. Therefore now that Bob has done his part, Bob demands that it is Eric’s turn to push through with his contract offer to receive only 3,000 pounds. One reason for Bob’s paying on time is because of

Compensation Plan Outline Assignment Example | Topics and Well Written Essays - 1500 words

Compensation Plan Outline - Assignment Example Equity awards are more preferred in the bank and are given after several years of deferring compensation. In determining appropriate levels of compensation, the bank management considers several factors including the performance of an individual, the business unit in which they work, and the bank as a whole in a given period; and short term and long term financial and non financial related factors. Before any compensation can be given, the company contracts evaluators who present reports to the management. These evaluation report â€Å"Compensation Plan Outline† helps the company to assess the performance at individual levels especially on issues of compliance to banking standards and in making decisions which do not put the company into avoidable risks. Those employees and shareholder who make critical decisions that save the company from taking unnecessary risks and ensure that the bank does not face penalties due to non compliance to laws, are highly compensated. This there fore encourages bank associates and shareholders to be well informed on appropriate legal banking procedures at bank level and nationally. The bank has put in place various measures to ensure that all compensation is fair and just based on its banking principles. The bank’s management has a separate unit of compensation and benefits committee, and there are also various control points at business level like risk, audit, and compliance checks to ensure any decision made on behalf of the bank is well noted and reported in the context of its compliance. to risk and performance standards accepted nationally and locally at the bank. The presence of these various units in the bank management ensures that there is independence in the functions of each section or committee. This is especially important in determining which compensation consultant is engaged to carry out auditing and evaluation exercises on bank functions and performance. The corporate nature of the bank as it is in major corporations nationally and globally makes evaluation of compensation more diverse in order to incorporate interests of all stakeholders including legislators. In as much as compensation in the bank of America should be in line with what the financial industry has agreed upon, the bank has its own internal measures with which any compensation amount must be adjusted in order to reflect the value the company attaches to performance standards. The bank conducts audit and evaluations at most yearly so as to give stakeholders an opportunity to give ideas on how they expect the bank to compensate its associates, workers and shareholders. These audit and evaluations are based on general set standards at national level by authorities who regulate the financial industry. The bank’s pay for performance philosophy is indeed appropriate and it is in good spirit so that workers who deserve compensation are motivated as their efforts are r ecognized. This makes the bank employees to be disciplined and work under their own supervision taking measures which are appropriate and can earn rewards for themselves and profits for

Renewable Energy Project Financial Plan Coursework

Renewable Energy Project Financial Plan - Coursework Example Duke Energy alongside the plan will be depended on a current purchase by Duke Energy (DUK) within the solar energy. The goal is to debate on the project’s decision and cost evaluation process. This plan will entail project cost of capital, cash flows, cash flow statement, approximation of capital in every hazard classification, risk class of assets, exhaustive financial features of the enterprise, as well as the validation debate of whether the project must be undertaken. Black Mountain Solar Project Duke Energy currently bought an Arizona solar farm investment from Solon Corporation. The Black Mountain Solar Project is a 10-Megawatt (MW) 40,000 solar panel renewable energy farm located in Mohave County, Arizona. Project Cash Flow The ensuing spreadsheet indicates the cash flows, net present value (NPV), as well as the internal rate of return (IRR) for the Solar Farm Project that Duke Energy is interested in purchasing. Calculations for the Project Cash Flow Period Cash Flows NPV $35,366.48 Dec-08 453,000.00 Dec-09 556,000.00 Dec-10 128,000.00 Dec-11 440,000.00 Dec-12 550,000.00 Dec-13 740,000.00 NPV at 15% rate for a period of five years is $ 35,366.48 Cost of Project Capital The phrase cost of project capital is usually misunderstood. For instance, it is not the company’s past cost of finances like a coupon settlement of present stocks. The essential cost is a chance cost. This refers to the rate by which investors may offer funds for the capital budget project under concern now† Emery, Finnerty, & Stowe, 2007). Cost of capital: = %debt*After Tax Cost Of Debt + %equity*Required Return On Equity After Tax Cost Of Debt = (1-TaxRate)*Required Return On Debt Required Return On Equity = Risk Free Rate + Beta*(Return On Market – Risk Free Rate) = (313.38 + 0.16)/ 21.56 = 14.72 = 15%. Project Cost Flow Project cash flow PVIF@ 15% P.V Year 1 2 3 4 5 556000 128000 440000 550,000 740,000 0.8696 0.7561 0.6575 0.5485 0.4360 483497 96781 289300 364825 480395 Less initial capital 372000 +NPV 1342798 IRR using 15% Years Cash flow PVIF@ 15% P.V 1 2 3 4 5 556000 128000 440000 550000 740000 0.8696 0.7561 0.6575 0.5485 0.4360 483497 96781 289300 364825 480395 1714998 Using 10% Years Cash flow PVIF@ 15% P.V 1 2 3 4 5 556000 128000 440000 550000 740000 0.8696 0.7561 0.6575 0.5485 0.4360 505459.6 105779.2 330572 402657.9 512475.6 1856944.3 Therefore IRR = x[Z/-c = w – r/x – 7] + r = z = w – r + r x - c x -7 = z = 15% - 10% + 10% 569810.8 72232.8 72232.8 z = 2849054 z = 2849054 72232.8 = 39.44 + 10% IRR = 49.44 Cash Flow Statement Years Ended December (In millions) 2011 CASH FLOWS OPERATING ACTIVITIES Net Income $ 2,235 Changes to settle net income to net cash offered by functioning activities Depreciation and amortization (including amortization of nuclear fuel) 2,026 Equity component of AFUDC (260) Gains on sales of other assets (19) Impairment of goodwill and other long-lived assets 335 Deferred income taxes 602 Equity in earnings of unconsolidated affiliates (160) Contributions to qualified pension plans (200) Accrued pension and other post-retirement benefit costs 104 (Increase) decrease in Net realized and unrealized mark-to-market and hedging transactions (48) Receivables 2 Inventory (247) Other current assets 185 Increase (decrease) in Accounts payable 41 Taxes accrued 27 Other current liabilities (254) Other assets 12 Other liabilities (188) Net cash provided by operating

Individual observation program Essay Example | Topics and Well Written Essays - 2000 words

Individual observation program - Essay Example My main aim was to stimulate his interest, his ability to experience the world around him, and to motivate him to initiate movements outside his comfort zone. Through the assignment, I developed my knowledge and understanding on the movement displayed by the pupil in relation to his sensory impairments. I also gained a greater insight into the relationship between his physical experience and his cognitive abilities. In the course of my study and observations, I was able to uncover the reason why the pupil lacked the motivation to learn. All in all, I feel I am more able to incorporate the immediate environment as well as the activities which can overcome difficulties for pupils in accessing stimuli more effectively. Pupil Z individual observation programme – week 1 I completed a one-week individual observation programme on Pupil Z. In this programme, I decided to take a close look at Pupil Z’s movements. I wanted to find out about his natural movements and the ways in w hich any intentional actions were made. I wanted to gather information on the range of proper actions which can be made in order to ensure that I was making informed judgments about what I was seeing. I also wanted to use such informed judgments before I could develop a plan and implement a more meaningful movement experience for him. I decided I should use my observations and the standardised assessment format. This led me to explore a range of texts relating to the cognitive versus physical development of children, including studies on how pupils with multiple disabilities often suffer developmental delays. This led me to the use of Lillie Neilsen’s â€Å"Function Skills Assessment,† which is a formalised assessment tool highlighting significant milestones in the physical development of young children (Neilsen, 2000). I initially made some observations of Pupil Z while there were no stimuli or objects around him, first, while he was in a supported sitting position, a nd second, while he was on a supine position on the floor. Then I observed him when he explored different objects around him in these positions. I felt that this experience would enable me to compare his natural movements to his other movements when presented with objects and when given support by an adult. I was unable to observe his movement behaviours in the prone position as he did not tolerate being in this position too long and he communicated his discomfort by becoming increasingly distressed and by crying. Observation of Pupil Z’s movements without stimuli Due to his dystonic athetoid cerebral palsy, Pupil Z displayed abnormal involuntary movements that varied in intensity from mild to severe, and which often placed him in abnormal positions. For instance, his fists would often abruptly clench, his arms / hands would twist, and then his legs would stiffen and straighten. In his chair, his feet would straighten and extend for a few seconds and then relax, causing him t o fall back onto his chair. His facial expressions were often quite tense. These events usually appeared in cycles of action and rest, action and rest. These overactive muscle responses often have a negative impact on his energy level, causing exhaustion and decreased energy soon after. Oftentimes, he would sleep after said incidents. When in a supine position (lying on his back), and on the floor where his limbs are free, he also displayed lots of leg movements (e.g. kicking) with his arms straightening out to his sides or moving about from

Cormac McCarthy's Blood Meridian Essay Example | Topics and Well Written Essays - 500 words

Cormac McCarthy's Blood Meridian - Essay Example The novel can be called a â€Å"historical novel† without the aura of historical fiction, and not an â€Å"escapist Western† as it chronicles the expeditions of Glanton’s paramilitary gang sent out by both the Mexican and Texan authorities to murder and scalp as many Apaches as possible. Further encouraged by the bounty offered by a Mexican governor for Indian scalps, the Glanton gang takes to scalp hunting Apaches with a vengeance. However, this is not just a case of bloodthirsty whites slaughtering noble savages: the Apaches themselves commit horrendous atrocities of their own. Most of the action in the novel centers around Judge Holden, a massive 7-foot albino who towers over everyone else, yet seems pre-pubescent because of his total lack of hair and small hands and feet. (â€Å"He was bald as a stone and had no trace of beard and had no brows to his eyes nor lashes to them† {McCarthy 6}). Judge Holden manages to manipulate everyone with whom he comes into contact (even Glanton), and easily turns situations to his advantage. The Judge’s physical characteristics are used as comparison with other characters such as the Kid (the Kid is not big, but he has big wrists and hands {McCarthy 4} – unlike the Judge’s small hands) and the dead babies that the Kid finds, who â€Å"stare eyeless at the naked sky. Bald and pale and bloated†¦Ã¢â‚¬  (McCarthy 57): a comparison with the Judge, who is bald and pale (being an albino). Judge Holden is a mystery from his very first appearance in the novel and remains so until the very end, when he is one of the few characters surviving. One mysterious aspect is his uncanny ability to move from place to place so swiftly and eerily that it seems he is in fact not one, but two persons (e.g. he escapes from the riot in Reverend Green’s tent to a salon where he is completely dry, even though it is heavily raining outside). His seeming â€Å"double

Photoelastic Methods Assignment Example | Topics and Well Written Essays - 1250 words

Photoelastic Methods - Assignment Example There has been recent methods namely Converging Light Method, Scattered Light Method and freezing Method, which are used in direct application of three dimensional models. In the engineering field, this method of photoelasttic analysis of stress is important as it is used to calculate stresses under different circumstances. A series polariscope involves an optical instrument that is used in performing the measurements of quantitative strain through photostress reflection photoelasticity method. The device is lightweight and compact and easy to operate. It is always designed for the tripod mounting or hand hold. It is always equipped to accommodate different special purpose accessories that adapt it to perform different tasks of measuring the strain with the photoelastic coatings. This experiment was conducted with a view to apply the photoelastic methods of measuring stress to get the values of the normal stress values of a beam and making a comparison of the measured stress values computed from the theory of elementary material strength. The study sought to compare theoretical values with measured values of the beam deflection. This study also sought to demonstrate the use and application of Maxwell’s law of reciprocal deflections In this experiment, the focus was on beam analysis. It involved applying the photoelastic techniques, and testing the cantilever beam. The aim was to use the Cantilever beam to help understand the fringe by relating to the magnitude of strain. As often the case, the cantilever beam is always coated at one end using a photostress plastic and clamped to the table’s or bench’s edge. Besides, the sought to measure the deflection using the dial gage and the stress found by photoelasticity. The beam dimensions were taken and mounted to the needed fixed support with the help of a C clamp. A single dialing indicator was put at the beam’s center and the other next to the free end

Attachment styles Essay Example | Topics and Well Written Essays - 500 words

Attachment styles - Essay Example In order to understand this theory better, let us consider an example of infatuated love. We meet and like a number of people in our daily life. We do not feel the same about all of them. At times, we meet people who we like a lot and we really wish to be with them. This type of love is often called ‘love at first sight’ or ‘infatuated love’. People do not actually know each other, neither do they have intimacy. Such kind of love starts with the feeling of pure passion. The romantic relationships of this kind, are based on the sexual desires and physical attraction. Hence, in such relationships, passion dimension of the triangular theory is at its peak. Passion is the element which plays a major role in infatuated love relationships. People involved in this kind of love relationship do not normally trust each other to the extent as romantic lovers do. The commitment level is also low as their feelings are limited to the sexual desire and apparent attraction. However, when the intimacy develops between them and they start knowing each other the infatuated love grows into romantic love relationship where intimacy and passion both are high. If the level of intimacy does not grow, the relationship and love vanishes with time and no feelings are left between the partners. Hence, for an infatuated love to develop and the relationship to be strong, the level of intimacy and commitment must flourish. In conclusion, we can that the triangular theory of love provides good information about how love grows and the level of the three dimensions of love in each relationship. This theory provides a better insight in the relationships and the needs to grow one or the other aspect in order to keep the love relationship strong and

Love and Diane Essay Example for Free

Love and Diane Essay Synopsis Love Diane tells the epic story of a family over three generations. At its heart lies the highly charged relationship between a mother and daughter, desperate for love and forgiveness but caught in a devastating cycle. For Love, the world changed forever when she and her siblings were torn from their mother, Diane. Separated from her family and thrust into a terrifying world of institutions and foster homes, the memory of that moment is more vivid to her than her present life. Ten years have passed since that day and Love and her five siblings have been reunited with their mother. But all have been changed by the years of separation. They are almost strangers to each other and Love is tormented by the thought that it was her fault. At 8 years old she was the one who revealed to a teacher that her mother was an drug addict. Now she is 18 and HIV+. And she has just given birth to a son, Donyaeh. For Love Diane this baby represents everything good and hopeful for the future. But that hope is mixed with fear. Donyaeh has been born with the HIV virus and months must pass before his final status is known. As Diane struggles to make her family whole again and to realize some of her own dreams, Love seems to be drifting further and further away from her child. Diane, torn by her own guilt over her childrens fate when she was an addict, tries to help and to care for her grandson. But when Diane confides her fears for her daughter to a therapist, the police suddenly appear at the door. Donyaeh is taken from Loves arms and it seems to the family as if history has repeated itself. Now Love must face the same ordeal her mother had faced years before. She is charged with neglect and must prove to a world of social workers, therapists and prosecutors that she is a fit mother. And Diane must find the courage to turn away from her guilt and grasp a chance to pursue her long-deferred dreams. While the film takes us deep into the life of a single family, it also offers a provocative look at the Byzantine system that aims to help but as often frustrates the familys attempts to improve their situation. The film differs from many documentaries that deal with the problems facing poor communities in that it eschews talking eads and interviews with experts and aims instead to immerse the viewer in the experiences and thoughts of a family trying to survive and retain autonomy in the face of terrible challenges. Love ; Diane: Inner-City Blues: An Interview with Jennifer Dworkin For over eight years Jennifer Dworkin documented the personal struggles of a recovering crack addict and her troubled daughter in Love ; Diane. Fellow long-term filmmak er Steve James talks with Dworkin about her epic work of American vrit filmmaking. I first heard about Jennifer Dworkins Love Diane when it played at the 2002 New York Film Festival. Though I missed seeing it because I live in Chicago, the word was that this was a special film, one in which the filmmaker spent years intimately following the lives of a family. Since thats been my own filmmaking M. O. , I knew this was a documentary I had to see. So in November, when I finally did settle into my seat at Amsterdams International Documentary Festival to watch the film, I had pretty high expectations. Love Diane lived up to them and more. Its a powerful, uncompromising, yet compassionate portrait of a mother and daughter coping with a hard life in Brooklyn and an even more difficult personal history between them. In the best sense of the word, the film is a throwback to the heyday of cinema vrit filmmaking in the 60s and early 70s, When the Maysles were in their prime and young filmmakers like Barbara Kopple were making their mark. Love ; Diane is one of those films where the filmmaker earned such intimate access and the trust of her subjects that it gives viewers a rare and complex glimpse into the lives of people we rarely really see in films. And like most great film subjects, Diane Hazzard and her daughter, Love, continually confound our expectations of what it means to be a ghetto mom or an ex-crack addict or a black teenage mother. Meeting and getting to know the director, Jennifer Dworkin, was one of the pleasures of the Amsterdam festival. My film, Stevie, also played there, and Jennifer and I found unexpected common ground in the stories each of our films tells. Both films deal with troubled family history, struggles between a parent and child, foster care, poverty and the social service and legal systems. Yet, in other ways, Stevie and Love ; Diane, couldnt be more different. Filmmaker gave me a chance to talk further with Jennifer about her impressive first film and compare notes about how we each went about making such demanding and challenging films. Steve James: How long did you spend on this film? Jennifer Dworkin: You know, I never answer that question. James: Really? Dworkin: No, just kidding [laughs]. If you count directions I started but didnt end up using in the film, about eight years, including editing. But not full time. James: Of course not. How could one survive? Dworkin: Exactly.

Parle G Becoming The Largest Selling Biscuit Brand Marketing Essay

Parle G Becoming The Largest Selling Biscuit Brand Marketing Essay FOR a change, the Mumbai-based makers of the largest selling brand of glucose biscuits, Parle Products, want to be in the limelight. The reason being that for the first time, the low-profile company wants to fulfil its consumers dreams through its Parle-G My Dream Come True contest its biggest promotion till date. Setting aside a budget of almost Rs 2.5 crore for this contest alone, more than enforcing sales, the Parle-G brand is reinforcing its leadership position in the biscuit market while giving contestants a chance to fulfil their dreams. States Pravin Kulkarni, Marketing Manager, Parle Products Pvt. Ltd, We want to give children a platform to fulfil their dreams. After all, dreaming is synonymous with the brand values of Parle-G, which brings about all-round development to achieve their dreams. The promotion is the largest of its kind and gives contestants the opportunity to win whatever they dream of in contrast to the traditional promos where prizes are fixed. This contest has only first prizes and these prizes are defined as per the childs dream. Launched in 1939, the more than 50-year-old brand of Parle-G is Indias first glucose biscuit to be introduced from the House of Parle. With a dominant volume share in the glucose biscuit market, Parle-G is pegged as the largest-selling biscuit brand in the world, making up almost 80 per cent of Parle Products turnover of Rs 1,300 crore. The family-run business operating out of the western suburb of Vile Parle in Mumbai has always adopted the philosophy of being low key with an endeavour to give value for money. This biscuit and confectionery major has in fact not bothered to raise the price of its flagship brand for the past six years and has always tried to provide its offerings at nearly 33 per cent discount to competitive brands. While the high profile Britannia Industries has been busy stretching its portfolio of brands with more premium offerings, Parle Products has never felt the need to be wary of competition. It has been enjoying a `far too comfortable position in the biscuit market, especially in the largest segment of glucose, with its Parle-G brand. Today it wants to stay primarily focussed on its oldest biscuit brands, Parle-G, Monaco and Krackjack, and is intentionally staying away from the premium end of the Rs 2.400-crore market. Considering Parle-G has already topped charts worldwide as revealed by the US-based Bakery Manufacturers Association, there seems to be no apparent need for concern. But there is, since Britannia has priced its offerings on par with Parle, especially with respect to the latters three main brands (Parle-G, Monaco and Krackjack). Closing the gap in market share is thus an imminent possibility. While Parle-G may be leading in the glucose category with a 65 per cent volume share, Tiger (Britannias Glucose brand) is trailing at 23 per cent volume share, as per ORG-MARG. The difference in share between Monaco and Snax is also substantial but Krackjack and 50:50 are on par both in terms of pricing as well as shares. Thus Parle is not really expected to sit still. Apart from becoming more visible and adding value to the imagery of its flagship brand through its recently launched all-India contest, it continues to look at all brands within its portfolio either with intentions of adding more SKUs and variants or even launching new offerings and pruning away some unfeasible brands. Thus, the focus is on consolidation of its biscuits and confectionery business in terms of adding more variants and SKUs to its heritage brands rather than looking into allied areas to get added growth. Besides, Parles internal research reveals that the biscuit market has graduated from the core glucose and Marie offerings to more value-added variants and that this applies to the rural markets as well. Another finding revealed that packaging played a crucial role in both biscuits and confectionery, with regard to the acceptance of any brand. Meanwhile, riding on properties such as chess championships and cricket trophies, the Parle-G brand has been sponsoring sports events in these areas propagating its values of mental and physical health. In the recent past, the brands positioning has moved to `tasty healthy food from nutrition and energy. It has also changed its packaging from the staid wax paper wrapper to a more plastic and contemporary cover for its glucose brand. Today Parle is exploring more variants for its flagship brand, especially popular flavours such as chocolate, with more price points and SKUs (it already has eight) ranging from its glucose biscuit brand between Re 1 for 25 gm and Rs 37 for one kg. For the company, it makes sense to stretch the franchise of its mass brand than that of premium brands such as Hide Seek. The limited volumes gathered from its premium range of Hide Seek have made Parle put its variants on hold. States Daphne Nair, Brand Manager, Parle Products, There are not many takers at the premium points, especially for niche variants like mint. We have thus decided to hold back the flavours of Hide Seek and limit it to a chocolate cookie. Launched in 1998, Hide Seek was Parles foray into the premium biscuit market with offerings in chocolate, orange, coffee and mint. Moving away from its earlier baseline, `Game with taste buds, its new message is `Best of both worlds. Today Parle believes in delivering both taste and health through its chocolate and biscuit offering through Hide Seek. Adds B. P. Aggarwal, Managing Director, Surya Foods, manufacturer of the Priya Gold brand of biscuits, Hide Seek has failed to make an impact. However, its glucose brand of Parle-G continues to rule the market. In fact, it is Britannia which is expected to have a greater value share among biscuits due to its premium offerings and continues to hold a dominant position in the Rs 35-crore, 2,000 tonnes per annum premium biscuit market while Parle reigns over the popular biscuit market with its flagship brand, Parle-G. Says Jagdeep Kapoor, Managing Director, Samsika Marketing Consultants, Both the companies rule the biscuit market. Between them one has a stronghold on the popular market and the other, on the premium. Once in a while they do tend to move into each others territories but on the whole they continue to mutually respect each other. Comparisons between brands can, however, be drawn directly between these two biscuit majors. For instance, its sweet and salty biscuit of Krackjack is comparable to Britannias 50:50 and comes as the second largest volume brand in Parles biscuits portfolio. It is followed by another of its heritage brands, its salty biscuit, Monaco, which has stretched to include flavours like cheese,  jeera, methi  and onion in the past and can be compared to Britannias Maska Chaska, a variant of 50:50, which has also come up with spicy herbal toppings. Meanwhile, there are certain changes happening within Parles portfolio. Its more salty offering of the Nimkin brand of biscuits, which is present in the East, is preparing for a national roll-out while its cream biscuit brand (Fun Centre) will add more flavours to the current chocolate, orange, pineapple and  elaichi  with more SKUs catering to family packs. Besides, there will be extensions among its  namkeen  offerings of cheeselings, Jeffs and Sixer to include more products to the portfolio. Within its confectionery portfolio, Parle has pegged its toffee brands such as Kismi, Lux, Dairy and Mayfair at the 25 paise price point. However, it expects the 50 paise price point to be more viable. It already has a host of hard-boiled confectionery brands operating in that segment including the likes of Mango Bite, Tangy and Pick n Pack. This segment is expected to be a focus area for the company. Explains Nair, Although the 25 paise segment is the biggest potential segment, most of the bigger companies cannot cover their overheads. The 50 paise segment is the most viable followed by the Re 1 price point. A new toffee brand of Cafechino has just been launched at Re 1 down South while it has stretched the franchise of its Mango Bite to a juicy centre-filled offering at the same price point. Confectionery brands in the rolls category include another heritage brand, Poppins, which was relaunched two years ago with new flavours and packaging while Rol.a.Cola is on the threshold of a similar exercise. However, confectionery is not really a thrust area for the company now and contributes only 15 per cent to the turnover, although the business is nearly as old as its biscuits, having been launched way back in 1929. While core brands in the glucose and Marie category comprise the bulk (65 per cent) of the biscuit market, the higher growth rates of 10-12 per cent seem to be coming from the non-core segments. Explains Nair, There is magnified value growth due to the higher margins in the non-core biscuit category. Pegging growth rate for the core biscuit market between seven and 10 per cent, the glucose biscuit category in India is now estimated at Rs 1,500 crore. There is no dislodging Parle-G in its segment. Industry observers mainly attribute it to its well-entrenched distribution (the company covers 12-15 lakh outlets across the country) which can beat any new player wanting to make an entry. In any case, the volumes are expected to come from this segment alone with the others (the non-core segments) such as the salty and cream biscuits commanding meagre volumes between three and four per cent of the entire biscuit category, according to the company. The Marie segment, however, seems to register higher volumes of 12-13 per cent while the sweet and salty category registers a nine per cent volume in the market. Considering India is supposed to be the worlds second largest biscuit industry (after China), in the past, several MNCs tried entering the biscuit segment but failed due to the existence of unorganised players in the popular segment of the market. According to the Federation of Biscuit Manufacturers, the per capita consumption in India is about 1.2 kg per annum, compared to 15 kg per annum in developed countries. Now there are more players preparing to set up shop including the likes of United Biscuits and Nestle (which has increased its stake in Excelsia Foods). But such players will have to tackle Britannia in the premium market. Competing with Parle will never be easy in the popular biscuit market in India, especially now that it has taken the onus of fulfilling its consumers dreams.

Essay --

As young adults and teens, we all face social and emotional issues. After World War I, the Germans were killing the Jews because they were blaming them for losing the war. For example, Holocaust began because the Jews were being blamed. This was the main issue that the Jews faced. Hitler then got everyone to believe that the Jews were the problem for everything. This is just one example of how issues affected people. Issues are a problem that people face daily. Issues can be divided in to social, emotional, physical. An example of a social issue could be bullying. Bullying is a social issues because it is the way a person decided to communicate to another. Depression is an example of an emotional because it has to do with how a person feels inside. An example of a physical issue would be abuse. Social and emotional issues can be seen in families, friends, and depression. When teens are faced with these issues, they cope in different ways. When young adults and teens cope with social and emotional issues in families, it is shown in many ways. First of all, families usually have social issues. An example can be when a family has bad communication and they are fighting. Fighting with family members would be a social issue as well because it is the way they communicate together. A few ways that young adults cope with social issues includes fighting with others, staying quiet, and violence. Next, families can have emotional issues too. Some emotional issues can be caused because of social issues. For example, if a family is ignoring one child, that child could feel unimportant. The was that young adult cope with emotional issues are similar to the ways they cope with social issues. Thirdly, in the book Speak by Laurie Halse Anderson, ... ...motional issues. For example, fighting with family members is a social issues that can lead to emotional issues. Secondly, friends are another big cause of social and emotional issues for young adults and teens. For instance, when friends talk behind each others back. Lastly, depression is a sadness inside a person that can cause social and emotional issues, and the ways of coping are different. For example, if someone was depressed, the may decide to cope by keeping the problem to themselves because they are scared to tell others. During the Holocaust, the Jewish had to deal with their issues. Their issue was that the German were killing Jews because they were blaming them for losing World War I. The way the Jews coped with their issue was going into hiding. They believed going into hiding would be the best way to cope because nobody would be able to find them. 

The Syngne of Surfet and the Surfeit of Signs in Sir Gawain and the Green Knight :: Essays Papers

The Syngne of Surfet and the Surfeit of Signs in Sir Gawain and the Green Knight [152] Sir Gawain and the Green Knight contains many words and terms that ask for more than a narrowly secular reading of the poem to account for them. Examples that come readily to mind include "couetyse" (2374), "faut" (2435), "teches" (2436), "surquidrà ©" (2457), and "surfet" (2433).1 These and other words possess strong theological valence, and they are as important to interpreting the poem as are words that derive from courtly or heroic or other codes. As part of a book in progress, "The Knot Why Every Tale is Told": Toward a Poetics of the Knot in Western Literature from the Classics to the Renaissance, I am preparing a study of Sir Gawain and the Green Knight that focusses on the figure of the knot in the poem, its relation to the similar figure in Dante's Commedia, especially the Paradiso, and the importance of the figure to understanding the theological vocabulary of Sir Gawain. The following remarks derive from this study-in-progress, and although necessarily they must a bbreviate many of my findings to date, they still provide a reliable sketch of several crucial elements in the figure of the knot in Sir Gawain and the Green Knight, especially the "syngne of surfet" and the surfeit of signs in the poem.2 Near the end of Sir Gawain, Gawain explains why he accepts the Green Knight's offer of the green girdle: not for its fabulous worth nor for its curious workmanship,[153] `Bot in syngne of my surfet I schal se hit ofte, When I ride in renoun, remorde to myseluen à ¾e faut and à ¾e fayntyse of à ¾e flesche crabbed, How tender hit is to entyse teches of fylà ¾e.' 2433-36 Throughout the latter part of his adventure, of course, Gawain identifies his error by many names (most notably, perhaps, by the crucial pair of terms, "cowarddyse and couetyse"--2374), but "surfet" is, by no means, the least of these.3 Echoing as it does "surquidrà ©," which the Green Knight says he came to "assay" in Arthur's court (2457), and in many ways synonymous with superbia, "surfet" points to that excess traditionally known as pride; and here it is probably best taken to refer to an excess of self-reliance, a pride of mind: Gawain relies on his own "good" judgment in deciding to take the green girdle from Bertilak's Lady when, in fact, his judgment, far from good, is actually corrupt--and corrupt, moreover, in a particular way. The Syngne of Surfet and the Surfeit of Signs in Sir Gawain and the Green Knight :: Essays Papers The Syngne of Surfet and the Surfeit of Signs in Sir Gawain and the Green Knight [152] Sir Gawain and the Green Knight contains many words and terms that ask for more than a narrowly secular reading of the poem to account for them. Examples that come readily to mind include "couetyse" (2374), "faut" (2435), "teches" (2436), "surquidrà ©" (2457), and "surfet" (2433).1 These and other words possess strong theological valence, and they are as important to interpreting the poem as are words that derive from courtly or heroic or other codes. As part of a book in progress, "The Knot Why Every Tale is Told": Toward a Poetics of the Knot in Western Literature from the Classics to the Renaissance, I am preparing a study of Sir Gawain and the Green Knight that focusses on the figure of the knot in the poem, its relation to the similar figure in Dante's Commedia, especially the Paradiso, and the importance of the figure to understanding the theological vocabulary of Sir Gawain. The following remarks derive from this study-in-progress, and although necessarily they must a bbreviate many of my findings to date, they still provide a reliable sketch of several crucial elements in the figure of the knot in Sir Gawain and the Green Knight, especially the "syngne of surfet" and the surfeit of signs in the poem.2 Near the end of Sir Gawain, Gawain explains why he accepts the Green Knight's offer of the green girdle: not for its fabulous worth nor for its curious workmanship,[153] `Bot in syngne of my surfet I schal se hit ofte, When I ride in renoun, remorde to myseluen à ¾e faut and à ¾e fayntyse of à ¾e flesche crabbed, How tender hit is to entyse teches of fylà ¾e.' 2433-36 Throughout the latter part of his adventure, of course, Gawain identifies his error by many names (most notably, perhaps, by the crucial pair of terms, "cowarddyse and couetyse"--2374), but "surfet" is, by no means, the least of these.3 Echoing as it does "surquidrà ©," which the Green Knight says he came to "assay" in Arthur's court (2457), and in many ways synonymous with superbia, "surfet" points to that excess traditionally known as pride; and here it is probably best taken to refer to an excess of self-reliance, a pride of mind: Gawain relies on his own "good" judgment in deciding to take the green girdle from Bertilak's Lady when, in fact, his judgment, far from good, is actually corrupt--and corrupt, moreover, in a particular way.

business math paper -- essays research papers

Annuities Businesses, financial institution, and other organizations invest in annuities to raise money to pay such expenses as bond debts, notes due, or stock dividends. They also invest in annuities to provide for future needs, such as new facilities and equipment or employee retirement benefits. Individuals may purchase annuities, such as an Individual Retirement Account (IRA), or an insurance policy, from insurance companies, financial institutions, or securities brokers.   Ã‚  Ã‚  Ã‚  Ã‚  An ordinary annuity is a series of regular payments where each payment is made at the end of the payment period. The payment period is the length of time between payments. Payments are usually made annually, semiannually, quarterly, or monthly. The term of the annuity is the length of time from the beginning of the first payment period to the end of the last payment period. The amount of the annuity is the sum of all payments plus their accumulated interest. Their amount is also called the cash value.   Ã‚  Ã‚  Ã‚  Ã‚  The amount of an annuity can be found by using the Amount of an Annuity table. The table lists the value of an annuity of $1 compounded at various rates for various time periods. To find the amount of an ordinary annuity using the annuity table, multiply the payment by the appropriate table value. The interest earned can be found by subtracting the sum of the payments from the amount of the annuity. For example: Brian purchased an ordinary an...

Research Paper on Sir Walter Scott

Sir Walter Scott was born in Edinburg Scotland on August, 15, 1721 was a Scottish writer historian poet and is even considered to be a inventor . His father was Walter Scott and his mother was Anne Rutherford his father was a lawyer and his mother was a physicians daughter he began to write at a very young age what had inspired to write was his family and the older folk in the town the person that mainly inspired him was his grandpa he got his ideas of writing from reading poetry , drama, romance, history , and fairy tales another inspirer was when he met Blacklock and Burns.Blacklock was a bind poet and Minister of Kirkcudbright Robert Burns was a Scottish poet and Lyricist. On December 24 1797 he married Charlotte Margaret Carpenter born ? 1777 and died May 14 1826 the daughter of Jaen Carpenter of Lyon in France Charlotte was mother of Walter, Anne, and Charles Scott. He was the sheriff of the county of Sherk in 1798. n 1796 his friend James founded a printing press in Kelso by th e Scottish border so he was able to publish his first works in 1805 he published The Lay of The Last Minstrel and from that his career took off within the next ten years he had many poems printed one of his most favored poem was the Lady of the Lake. Sir Walter Scott died in Abbotsford Roxburgh Scotland on September 21 1832 and was buried in Dryburgh Abbey the cause of his death was a stroke

Us history

We take nothing by conquest, Thank god. Zinn uses this statement to present how atrocious the conquest really was since there was a conquest. America wanted to hide it's evil ways behind the facade of saying that America acquire land always through peaceful purchases. The war was very unpopular to many.Polk said that the war was to gain California and also said that Mexicans invaded first. On this chapter Zinn focuses on the Mexican American war and how it really was a conquest caused by Polk. In 1821, Mexico won it's independence in a revolutionary war against Spain. Mexico was a large country which included Texas, New Mexico, Utah, Nevada, Arizona and part of Colorado. In 183 Texas broke of from Mexico and declared itself † The lone star republic† and in 1845 the U. S Congress brought it into the union as a state.Later in spring of 1846, all that was needed was a military incident to begin the war Polk wanted. It happened after General Taylor's quartermaster, Colonel Cr oss isappeared. His body was found eleven days later. It was assumed that the Mexicans had killed him. A lot of the Anti-Slavery congressmen voted against all war measures. Seeing the mexican campaign as a means of extending the southern. Slave territory Joshua Giddings explains his vote against supplying men and arms for the war.To Howard Zinn looks like Polk was the only one that wanted California to be part of his nation. The war barely begun in the summer of 1846, when a writer who lived in Washington refused to pay his Massachusetts poll tax. Denouncing the mexican war. He was put into Jail and spent the night there. Zinn argues that the president Polk pushed for the war because he wanted to expand. He wanted to go as southwest as possible. He thought the United States needed to be larger. Polk wanted California for America before anyone else could get it.It was not right for him to move his troops into an area that was already claimed by Mexicans. The war was not popular and t he soldiers wanted to go home. Like Zinn said † I don't think it was right to Just take land from Mexico Just because the president wants it. I think thats ot fair. Polk's leadership as president ofa nation that was quickly expanding not care for the mexican people already living there. Zinn gives a quote from the diary of Colonel Ethan Allen Hitchcock, who opposed measures taken by General Taylor to annex Texas.Hitchcock explains, â€Å"He seems to have lost all respect for Mexican rights and is willing to be an instrument of Mr. Polk for pushing our boundary as far west as possible,† (A people's history of the United States page 150). The feelings for this burst of expansion were varied; some believed it unnecessary to ifferent degrees and opposed or refuse to go into war with Mexico Just to take their land , while others strongly favored the extra land.In fact, a new attitude was developed during this time, the one of â€Å"manifest destiny'Americans technically wen t into conquest because Cross was found dead eleven days after he disappeared and Mexicans were responsible for it. They didn't know who killed it so they actually went into conquest because Polk was already planning on taking California from Mexico. Americans assumed the war begin by the mexicans after killing Cross. No one wanted to go to war with anyone. The American people were not excited or impatient for this.In conclusion a part of me was shocked while another part of me knew that these actions were not uncommon. While it is hard for me to determine what the United States' goal is right now (perhaps stability) it's easy to see what kind of mindset these powerful leaders back then had. It was all about the idea that Americans were entitled to the land they set their eyes on. knowing that the united states of America used to be so grossly land-obsessed. Then again, who knows what our country is obsessed with today; it could be land once again. Us history We take nothing by conquest, Thank god. Zinn uses this statement to present how atrocious the conquest really was since there was a conquest. America wanted to hide it's evil ways behind the facade of saying that America acquire land always through peaceful purchases. The war was very unpopular to many.Polk said that the war was to gain California and also said that Mexicans invaded first. On this chapter Zinn focuses on the Mexican American war and how it really was a conquest caused by Polk. In 1821, Mexico won it's independence in a revolutionary war against Spain. Mexico was a large country which included Texas, New Mexico, Utah, Nevada, Arizona and part of Colorado. In 183 Texas broke of from Mexico and declared itself † The lone star republic† and in 1845 the U. S Congress brought it into the union as a state.Later in spring of 1846, all that was needed was a military incident to begin the war Polk wanted. It happened after General Taylor's quartermaster, Colonel Cr oss isappeared. His body was found eleven days later. It was assumed that the Mexicans had killed him. A lot of the Anti-Slavery congressmen voted against all war measures. Seeing the mexican campaign as a means of extending the southern. Slave territory Joshua Giddings explains his vote against supplying men and arms for the war.To Howard Zinn looks like Polk was the only one that wanted California to be part of his nation. The war barely begun in the summer of 1846, when a writer who lived in Washington refused to pay his Massachusetts poll tax. Denouncing the mexican war. He was put into Jail and spent the night there. Zinn argues that the president Polk pushed for the war because he wanted to expand. He wanted to go as southwest as possible. He thought the United States needed to be larger. Polk wanted California for America before anyone else could get it.It was not right for him to move his troops into an area that was already claimed by Mexicans. The war was not popular and t he soldiers wanted to go home. Like Zinn said † I don't think it was right to Just take land from Mexico Just because the president wants it. I think thats ot fair. Polk's leadership as president ofa nation that was quickly expanding not care for the mexican people already living there. Zinn gives a quote from the diary of Colonel Ethan Allen Hitchcock, who opposed measures taken by General Taylor to annex Texas.Hitchcock explains, â€Å"He seems to have lost all respect for Mexican rights and is willing to be an instrument of Mr. Polk for pushing our boundary as far west as possible,† (A people's history of the United States page 150). The feelings for this burst of expansion were varied; some believed it unnecessary to ifferent degrees and opposed or refuse to go into war with Mexico Just to take their land , while others strongly favored the extra land.In fact, a new attitude was developed during this time, the one of â€Å"manifest destiny'Americans technically wen t into conquest because Cross was found dead eleven days after he disappeared and Mexicans were responsible for it. They didn't know who killed it so they actually went into conquest because Polk was already planning on taking California from Mexico. Americans assumed the war begin by the mexicans after killing Cross. No one wanted to go to war with anyone. The American people were not excited or impatient for this.In conclusion a part of me was shocked while another part of me knew that these actions were not uncommon. While it is hard for me to determine what the United States' goal is right now (perhaps stability) it's easy to see what kind of mindset these powerful leaders back then had. It was all about the idea that Americans were entitled to the land they set their eyes on. knowing that the united states of America used to be so grossly land-obsessed. Then again, who knows what our country is obsessed with today; it could be land once again.

Kaustav Bakshi

Kaustav Bakshi remarks that Tagore defamiliarises the image of a widow in the persona of Binodini. She is depicted as sharp, instinctive and passionate. Through the novel, Tagore seems to portray the natural yet socially forbidden desire of a widow ironically called Binodini – which is a name that often recurs in Vaishnav Kirtan connoting ‘sensuousness and pleasure loving'. She is a rare combination of beauty, grace and intelligence. There is a certain ease and spontaneity with which she carries herself and caters to the need of the people in Rajlakshmi's household. She is a traditional woman in the sense that she is well accomplished in household arts and has the attributes associated with womanhood such as selfless devotion and sacrificial spirit. The process of self realisation in Binodini follows a sequential pattern. She moves from a traditional acceptance of her fate as a widow to a realisation of her need to arise out of this blind acceptance and reaffirm her identity in society. Being an educated woman, her feelings and her outlook to life are characterised by a spirit of modernism. Binodini believes that the only person responsible for her being a young widow was Mahendra who rejected her as his bride even without seeing her. Overcome by a sense of vengeance, she resolves to avenge her humiliation by ensnaring Mahendra in her web of seduction. It is her consuming passion that lends a remarkable human touch to her personality and makes her self-effacement, more significant. The second stage in Binodini's progression is when her insight and intellect come into play. She does not reciprocate the love shown to her by Mahendra as she believes that he is a selfish man who loves neither his wife nor her but only himself. She replies contemptuously to a letter written by the Mahendra: I have no right to love or be loved in this world. That is why I play at love to lighten my sorrow†¦.I implore you again and again, please give me up, do not pester me, do not put me to shame with your shamelessness†¦You may shout and cry, but from me you will get no response whatsoever. (147) As soon as she realizes that this love game is killing her inner self, she decides to leave Mahendra's house emphasizing her power as decision maker.

Adertising Agencies

Table of Content Advertising3 Industry Snapshot4 Nature of the Industry5 Media7 In-film advertising9 Work Environment10 Personal characteristics11 Employment avenues12 Public service advertising12 Regulation13 Copyright14 Advertising Agency15 History of ad agency17 Advertising Process19 Typical work flow in agency19 Types of advertising agencies20 The functions of an advertising agency:23 The Benefits of Using an Advertising Agency23 Advertising Agency's Role24 Services offered by ad agency25 Departments & Personnel28 Account Services / Account Management28 Account planner / Director28 Account Supervisor29 Account executives29 Creative department30 Art Directors30 Copywriter31 Digital Studio34 DTP Artist34 Visualizer34 Media Department35 FUNCTIONS OF THE MEDIA DEPARTMENT35 Marketing Research Department37 Creative Services Department38 Event Management and Promotion department38 Traffic Manager (system administrator)38 Radio & TV Broadcast Production Department39 Print Production Department40 Agency Personnel41 Production Team41 Storyboard artist41 Graphic designer42 Advertising interns43 Job Positions and Earnings44 Agency Compensation45 Impact of technology on advertising46 Common software used by ad agency47 Adobe Photoshop48 QuarkXPress48 Autodesk Maya49 Adobe Flash50 CorelDRAW51 Computer-aided design (CAD)52 Famous advertising agencies in world53 Ogilvy & Mather India54 Overview54 Network55 Key people56 Services offered56 Major Clients57 Indian ad legends58 Large vs. Small Agencies62 Workforce for ad agency63 Study / Training & Advancement64 Courses / Institutions66 Future68 Outlook69 Myth: An agency always helps to sell a product70 Case study71 Advertising creative75 Conclusion76 Bibliography & Webliograpy77 Advertising Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Advertising involves the process where in a massage is designed so as to promote a product, a thought, an idea or even a service. The concept of advertising has assumed a dynamic form with the use of the various mediums of communication. From the newspaper, magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV, laser shows to inflated high-rise figures and objects, advertising has come a long way. The work is formidable as it spearheads a process intended to attract, modify, change and influences public opinion. From the local business to multinational firm and all need to advertise. While politicians, social organizations, government special groups need to advertise their motto, national airlines, auto mobile manufactures, food and consumer goods manufacturers have to reach the consumer. Specialist products and services are often advertised through trade magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have become very popular. There are still other ways of advertising. There are window displays, display on telephone directories, transit sign on buses, lamp posters, banners, etc. Advertising through the electronic media has been perhaps the most popular medium. Advertising, as an effective medium, uses a variety of techniques to create effective advertisements. A basic appeal is at the heart of advertising. Slogans and product characters are created to catch the attention of the viewers. Most winning advertisements would encompass factual information with emotional appeal. The advertising industry has three major sectors. †¢ Business or organization which wishes to advertise, †¢ Media which provides the medium for advertising and †¢ Ad-agency which creates the ad to suit the need of the firm. Ad agencies vary in the size and turnover. Nevertheless the process of creating an ad remains the same. The annual expenditure on the advertising has been to the tune of Rs 8000 crores and the figure could be higher. USA has projected media spending on advertising on the net to approximately $7700 by the turn of the century. The scope for advertising professionals certainly shows an upward trend. Industry Snapshot According the Advertising Age's 2002 Agency Report, the world's six largest advertising agencies accounted for over 65 percent of $39. 28 billion spent on advertising worldwide in 2001. But the advertising industry has suffered during the first years of the 2000s. The economy decline prior to and exacerbated by the terrorist attacks of September 11, 2001 has been sustained by the ongoing conflict with Iraq. As an indicator of the softened demand for advertising services, advertising agency employment fell to just over 180,000 in December 2002, down from an average employment of 194,400 in 2001 and 182,400 in 2002, representing the largest decline since 1991. Advertising agencies are primarily responsible for two functions. The first is the production of advertising materials in the form of written copy, art, graphics, audio, and video. The second is the strategic placement of the finished creative product in various media outlets, such as periodicals, newspapers, radio, and television. Advertising agencies can be found throughout the United States, with the greatest percentage located in large cities. Many have headquarters in New York and field offices in Chicago, Los Angeles, San Francisco, Atlanta, Detroit, and other major areas of commerce in order to be close to clients. Although the larger agencies are more frequently mentioned in the media and in trade publications, the industry is actually predominately comprised of smaller agencies, many with only one or two principals. Industry bservers credit lower overhead, diversified services, willingness to accommodate change, and an entrepreneurial attitude for the success of smaller, boutique agencies. As many clients have begun to focus on a variety of forms of marketing communications, advertising agencies have had to look beyond conventional media-based advertising. Advertising budgets reflect this shift, with additional dollars being earmarked for point-of-sale promotions, public relations, and a major entry in to the media mix—the Internet. Changing demographics and a savvy American consumer were the driving forces behind these alternative forms of marketing communications. Some industry leaders have projected that advertising agencies will need to augment their primary line of work and change their longstanding compensation system based on commissions. Realizing the need for â€Å"integrated marketing services,† many agencies have responded by offering public relations, direct mail, promotional, and Internet services. Nature of the Industry Firms in the advertising and public relations services industry prepare advertisements for other companies and organizations and design campaigns to promote the interests and image of their clients. This industry also includes media representatives—firms that sell advertising space for publications, radio, television, and the Internet; display advertisers—businesses engaged in creating and designing public display ads for use in shopping malls, on billboards, or in similar media; and direct mail advertisers. A firm that purchases advertising time (or space) from media outlets, thereafter reselling it to advertising agencies or individual companies directly, is considered a media buying agency. Divisions of companies that produce and place their own advertising are not considered part of this industry. Most advertising firms specialize in a particular market niche. Some companies produce and solicit outdoor advertising, such as billboards and electric displays. Others place ads in buses, subways, taxis, airports, and bus terminals. A small number of firms produce aerial advertising, while others distribute circulars, handbills, and free samples. Groups within agencies have been created to serve their clients’ electronic advertising needs on the Internet. Online advertisements link users to a company’s or product’s Web site, where information such as new product announcements, contests, and product catalogs appears, and from which purchases may be made. Some firms are not involved in the creation of ads at all; instead, they sell advertising time or space on radio and television stations or in publications. Because these firms do not produce advertising, their staffs are mostly sales workers. Companies often look to advertising as a way of boosting sales by increasing the public’s exposure to a product or service. Most companies do not have the staff with the necessary skills or experience to create effective advertisements; furthermore, many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff. Instead, companies commonly solicit bids from ad agencies to develop advertising for them. Next, ad agencies offering their services to the company often make presentations. After winning an account, various departments within an agency—such as creative, production, media, and research—work together to meet the client’s goal of increasing sales. Widespread public relations services firms can influence how businesses, governments, and institutions make decisions. Often working behind the scenes, these firms have a variety of functions. In general, firms in public relations services advise and implement public exposure strategies. Firms in public relations services offer one or more resources that clients cannot provide themselves. Usually this resource is expertise in the form of knowledge, experience, special skills, or creativity; but sometimes the resource is time or personnel that the client cannot spare. Clients of public relations firms include all types of businesses, institutions, trades, and public interest groups, and even high-profile individuals. Clients are large and small for-profit firms in the private sector; State, local, or Federal Governments; hospitals, universities, unions, and trade groups; and foreign governments or businesses. In an effort to attract and maintain clients, advertising and public relations services agencies are diversifying their services, offering advertising as well as public relations, sales, marketing, and interactive media services. Advertising and public relations service firms have found that highly creative work is particularly suitable for their services, resulting in a better product and increasing their clients' profitability. Media Commercial advertising media can include wall paintings, billboards , street furniture components, printed flyers, radio, cinema and television ads, web banners, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, and the backs of event tickets and supermarket receipts. Any place an â€Å"identified† sponsor pays to deliver their message through a medium is advertising. Covert advertising embedded in other entertainment media is known as product placement. A more recent version of this is advertising in film, by having a main character use an item or other of a definite brand – an example is in the movie Minority Report, where Tom Cruise's character Tom Anderton owns a computer with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none existing in real-life. Virtual product placement is also possible. Increasingly, other mediums such as those discussed below are overtaking television due to a shift towards consumer's usage of the Internet. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the â€Å"relevance† of the surrounding web content and the traffic that the website receives. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as â€Å"spam†. Profile of major advertising mediums MEDIUM |ADVANTAGES |LIMITATIONS | |Newspapers |Flexibility; timeliness; good local market coverage; |Short life; poor reproduction quality; small | | |broad acceptance; high believability. |pass along audience. | |Television |Combines sight, sound and motion; appealing to the |High absolute cost, high clutter, fleeting | | |senses; high attention; high reach. exposure, less audience selectivity | |Direct mail |Audience selectivity, flexibil ity, no ad competition |Relatively high cost, junk mail image. | | |within the same medium, personalization. | | |Radio |Mass use, high geographical and demographic |Audio presentation only; lower attention than | | |selectivity; low cost. |television; non standardized rate structure; | | | |fleeting exposure. |Magazines |High geographical and demographic selectivity; |Long ad purchase lead time; some waste | | |credibility and prestige; high quality reproduction, |circulation; no guarantee of position. | | |long life; good pass-along readership. | | |Outdoor |Flexibility; high repeat exposure; low cost; low |Limited audience selectivity; creative | | |competition. |limitation. | |Brouchers |Flexibility; full control; can dramatize message. Overproduction could lead to run away costs. | In-film advertising In-film advertising used to mean a couple of product billboards placed behind the hero's car, Till Taal came along. That's the film that put Coke — and product placements à ¢â‚¬â€ firmly in the plot. In-film advertising has only gathered more fans since. It's not just the colas, brands like Hero Honda, Bru, and Fair & Lovely have got into the act. It has become a well-thought out and legitimate part of a brand's marketing plan, and as the film industry gets more corporatised, it's likely to get more popular. This season's got a blockbuster hitting the screen, with all the attendant song, dance and scandal. Kaante stars Amitabh Bachchan, Sanjay Dutt, Sunil Shetty, Kumar Gaurav, Lucky Ali and Mahesh Manjrekar — and Thums Up. Coke's paid Sanjay Gupta, the film's producer, to feature the cola in some scenes — rumours put the figure at Rs 4 crore, but Coca-Cola, as well as the producer, say it isn't so — and it's also airing promos for the film that incorporate the Thums Up brand. Leo Entertainment, the film marketing division of Leo Burnett, is working with White Feather Productions in their marketing efforts. Work Environment Ad agencies are based within office settings. Accounts Executives, Account Planers, Media Executives, Art Directors and Copywriters spend most of their working time in agency office. Account Executives have to travel extensively, visiting clients and suppliers. While other staff, travel occasionally to attend meetings with clients, or visit locations during film production. Ad agencies are very busy places and often work is on till late hours. In 2004, workers in the industry averaged 33. 8 hours per week, a little higher than the national average of 33. . Most employees in advertising and public relations services work in comfortable offices operating in a teamwork environment; however, long hours, including evenings and weekends, are common. There are fewer opportunities for part-time work than in many other industries; in 2004, 14 percent of advertising and public relations employees worked part time, compared with 16 percent of all workers. Work in advertising an d public relations is fast-paced and exciting, but it also can be stressful. Being creative on a tight schedule can be emotionally draining. Some workers, such as lobbyists, consultants, and public relations writers, frequently must meet deadlines and consequently may work long hours at times. Workers, whose services are billed hourly, such as advertising consultants and public relations specialists, are often under pressure to manage their time carefully. In addition, frequent meetings with clients and media representatives may involve substantial travel. Most firms encourage employees to attend employer-paid time-management classes, which help reduce the stress sometimes associated with working under strict time constraints. Also, with today’s hectic lifestyle, many firms in this industry offer or provide health facilities or clubs to help employees maintain good health. Personal characteristics People in the accounts or client servicing i. e. , the Account Executives, Director and planer need to be adept at negotiating. The ability to communicate easily is vital. They face the challenge of competing in the market with other agencies; hence need to have drive determination and tremendous physical and mental stamina. Sensitivity to consumer behavior, trends and human nature are important for success in advertising. They should be able to assimilate the client’s requirements and in a lucid style prepare briefs for other departments. The ability to get the work executed by all departments is specially required. The creative people need a good visual ability, languageartistic skill. Copywriter requires literary ability but an interest in commercial success which comes from understanding what motives the target audience is important. Writers must be able to work, to a strict brief, within restricted space and in limited time. Advertising must follow legal requirements and rules hence considerable creative self-discipline is needed. A feeling for words, economy of style and imagination is needed. The copywriter works with the art director, and the creative director. The work can be very frustrating particularly when an idea is rejected by the art director and amendments made by the creative director and the client. This can often restrict the imaginative capacity of the copywriter. The openness to stand criticism is absolutely essential. Media Executives, Planners and Executive directors with others in an integrated team. They should be able to interplant a great deal of information. Media buyers spend most of their time negotiating over the telephone to buy space or time. Attention to detail is needed for keeping to the budget allocated. Employment avenues The business of advertising has been growing in proportion to the national economy. Greater competition between domestic and multinational firms has spurred marketing and advertising efforts. Competition for these jobs is growing. Creative college graduates with communication skills will get the best jobs. Job opportunities are in advertising agencies, commercial radio and public, Multinational firms, advertising/PR department of organisations/business/government. Advertising agencies have the highest profile in a much larger advertising industry, composed of various media, advertisers, printers, photographers, typesetters, and others that act as suppliers to the industry. Accordingly, agencies attract most of the people who want to get into advertising. Generally speaking, an agency is not the place to start an advertising career until the candidate has acquired two sorts of knowledge not available in most academic institutions. First, an extremely good working knowledge of how a wide variety of businesses work is necessary, for agencies serve so many kinds of clients. Second, one must develop good interpersonal business skills to be successful in the agency industry, and these skills are usually developed only in on-the-job experiences. Public service advertising The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as AIDS, political ideology, energy conservation, religious recruitment, and deforestation. The Government of India has for a long time relied considerably on the talents of the Advertising Agency and the Advertising Agencies Association of India for social causes. Family Planning is the most successful campaign for a social cause by any advertising agency. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. Regulation There have been increasing efforts to protect the public interest by regulating the content and the reach of advertising. Some examples are the ban on television tobacco advertising imposed in many countries. The general aim of such codes is to ensure that any advertising is legal, decent, honest and truthful. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes. In India there is Advertising Agency’s Association of India (AAAI) that supervises the affairs of the industry. There is a body called Advertising Standards Council of India (ASCI), which looks at issues pertaining to regulation of advertising. The advertising of controversial products such as cigarettes and condoms is subject to government regulation in many countries. For instance, the tobacco industry is required by law in India and Pakistan to display statutory warnings cautioning consumers about the health hazards of their products. Some potential ETHICAL ISSUES often come under scrutiny form moral or ethical perspective and border on being regulated are mentioned here. The idea is to be more aware and sensitive to them looking at advertising. †¢ Untruthful and misleading claims made in the ads. Misrepresentation of facts or situations in the name of creative license. †¢ Obscenity and misuse of sex advertising. †¢ Advertising inducing children †¢ Advertising of products that are commonly assumed to have harmful effects like alcohol, cigarette, drugs, weapons, etc. †¢ Surrogate advertising with hinted or hidden message. †¢ Media issues like use of billboards and other outdoor advertising (f or traffic & safety reasons) †¢ Copyright, trademark and issues of making unfair competitive claims. †¢ Civil rights or rights of privacy or citizens Copyright Copyright is a set of exclusive rights regulating the use of a particular expression of an idea or information. At its most general, it is literally â€Å"the right to copy† an original creation. In most cases, these rights are of limited duration. Copyright may subsist in a wide range of creative, intellectual, or artistic forms or â€Å"works†. These include poems, plays, and other literary works, movies, choreographic works, musical compositions, audio recordings, paintings, drawings, sculptures, photographs, software, radio and television broadcasts of live and other performances, and, in some jurisdictions, industrial designs. Copyright law covers only the particular form or manner in which ideas or information have been manifested, the â€Å"form of material expression†. It is not designed or intended to cover the actual idea, concepts, facts, styles, or techniques which may be embodied in or represented by the copyright work. Several exclusive rights typically attach to the holder of a copyright: †¢ to produce copies or reproductions of the work and to sell those copies (including, typically, electronic copies) †¢ to import or export the work to create derivative works (works that adapt the original work) †¢ to perform or display the work publicly †¢ to sell or assign these rights to others Ad agency is supposed to follow the rules and regulations of copyright laws while creative ads for any product they must see that the concepts are not fully copied from somewhere else. Advertising Agency Getting the best out of advertising is a highly skilled job. It requires the inputs of e xperts in many different fields like writers, artists, photographers, designers, television production crews and many others. Even the biggest advertisers cannot afford to employ all these experts. Almost all advertising is therefore arranged through an advertising agency which provides the necessary skill to turn the message into a memorable and effective advertisement. Advertising has not only come to reflect pop culture but has also become an important element of economic growth. Today, every person connected with the Indian economy or public should be fully aware what advertising really is and why effective advertising campaigns can be performed by full-service advertising agencies. Advertising agency is one of the most important components of advertising industry. It has played a significant role in the development of modern advertising. The advertising agency has evolved to provide the specialized knowledge, skills and experience needed to produce effective advertising campaigns. It provides a quality range of service greater than any single advertiser could afford or would need to employ. An advertising agency is a firm that specializes in the creation, design and placement of advertisements, and in the planning and execution of promotional campaigns for products and services of their clients. The Association of Advertising Agencies of America (AAAA) defines advertising agency as â€Å"An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services. † The glamour, the unlimited expense accounts, and the exhilarating lifestyle – all these popular portraits of life in the big-time advertising agency are misleading. Advertising is demanding, challenging, hard work. It is also interesting and fulfilling. Advertising requires a mix of personal abilities, considerable business skills, and an ability to work under pressure to meet deadlines. Compared to larger industries, there are never many entry-level positions open in advertising agencies (dozens rather than hundreds). And competition is stiff. The industry, however, is constantly on the look out for skilled, bright, articulate, creative and personable men and women with a well-rounded education and a good business sense. An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. History of ad agency 1. Period of early growth 1841 – 1865. The first advertising agency on record in the US was Olney B. Palmer. In 1841, Palmer organized a newspaper advertising and subscription agency. By 1849 he had established offices in the cities of New York, Boston, Baltimore and Philadelphia. At this early fate, there were no directions of newspapers and no published rates for space to be sold to advertisers. Palmer acted as an informatory agent in these matters to prospective advertisers. In essence, he served as a salesman of space for publishers and they in turn, gave him a commission of 25% of such sales. The publishers found these methods of selling more effective than trying to sell direct and advertisers, wishing to reach more than one territory found value in such service. Completion increased, and the usual price cutting occurred. Success seemed to depend upon one’s ability to bargain with the publisher and advertiser. The natural result of this policy was a general reduction in profits to the agency; this led to a search for new competitive tools which would return a profit. 2. Wholesaling Period 1865 – 1880 George P. Rowell, who opened an agency in 1865, supplied the new competitive tool. Rowell contracted with 100 newspapers to sell him a column of space each week for a year. Throughout the wholesaling period, the agent continued as a seller of space for publishers. This took on different forms, one of which was the exclusive right to sell space in certain publishers. Thus, one agency developed a controlled list of religious papers, another a â€Å"List of Thirsty† household magazines. Any advertiser wishing to buy space in the controlled publications was forced to buy through the exclusive wholesaler for that paper. . Semi Service Period 1880 – 1917 The wholesaling phase of agency work was checked when publishers began to establish their own sales departments for selling space. Some of these departments sold direct to the advertiser, others to the general advertising agency. Thus, the agency was forced to turn its attention somewhat away from the particular function of s elling space for publisher and toward the function of buying space for the advertiser. Early in the semi service period agencies offered to write the copy for the advertiser, thus giving added weight to their claim of being servants of the advertiser. This concept of service was slow to develop; but in the early part of the 20th century, agencies began to emphasize strongly this â€Å"free† service. One agency in 1905 advertised that it paid $28,000 a year for a copywriter. These methods increased the agency business and forced most space sales to be made through them. 4. Service Period 1917 – Present By 1917 the idea of service had grown until not only was copywriting done for the advertiser but many other things as well. During the service period, many agencies have grown to the position of advertising and marketing counselors for advertiser. The service elements has modified the position of agencies to such a degree that radio and television, network and magazine publishers have come to depend upon them as the primary channel through which time and space are sold. Publishers claim to have had an important part in encouragements of agencies to provide extra service to the advertiser. By providing advertisers with the kind of assistance that will improve the effectiveness of advertising, more time and space naturally will be sold. Advertising Process When preparing your search proposal, you should take into account that the â€Å"lead-in† time needed to place an ad can vary anywhere from days to months depending on the publication. You should plan to have your ad approved and an estimate of the cost done at least one month prior to the date when you want the ad to be published. The advertising process for professional staff and faculty positions involves five basic steps: 1. Writing an Ad 2. Getting Approval for the Text of the Ad 3. Estimating the Cost of the Ad 4. Placing Ads & Posting Announcements 5. Paying for Ads Typical work flow in agency STAGE |WORK PERFORMED AT STAGE | |Briefing Stage |Briefing from the client | | |Internal briefing to the creative and media | | |Any research briefing if required | |Creation Stage |Ad campaign and media plan development | | |Internal review and finalization | | |Presentation to client and approvals | | |Any pre-testing if required | |Production Stage |Budget and estimate approv als | | |Production of ilm, press ads, collaterals | | |Media Scheduling and media booking | | |All release approvals for creative & media | |Post Production Stage |Material dispatch to media | | |Media release monitoring | | |Any post-testing if required | | |Billing and collection | Types of advertising agencies Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Interpublic Group of Companies and Havas. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media. Lately, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) firms have been classified by some as ‘agencies' due to the fact that they are creating media and implementing media purchases of text based (or image based in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term ‘agency' however with the creation of ads (either text or image) and media purchases they do qualify technically as an ‘advertising agency' as well as recent studies suggest that both SEO and SEM are set to outpace magazine spending in the next 3-5 years. Not all advertising is created by agencies. Companies that create and plan their own advertising are said to do their work in house. Today selection of ad-agency is very difficult. The advertiser should make list of all possible agencies that can serve his purpose and the agency best qualified to provide required and effective services are selected. Some advertiser may select more than one advertising agency to handle effectively the various product lines. Following are major types of advertising agencies that are currently serving the advertising industry. Full Service Agencies A full service ad agency is one that provides a range of marketing services. A full services agency provides services that are directly related to advertising such as copywriting, artwork, production of ads, media planning etc. It also provides such services in respect of pricing, distribution, packaging, product design etc. Modular agencies A modular agency is a full service agency that sells its services on a piece meal basis. Thus an advertiser may commission an agency’s creative department to develop an ad campaign while obtaining other agency services elsewhere. Or, an advertiser may hire an agencies media department to plan and execute a program for advertising that another agency has developed. Fees are charged for actual work undertaken. In House agencies Those companies, which prefer to have closer control over advertising, have their own in-house agency. This type is owned completely by the advertiser. It performs almost all functions that an outside advertising agency would perform and that’s why some people refer to it as full-service advertising department of the advertiser. However, the difference between an in-house agency and an advertising department is that the in-house agency can undertake to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of its owner and not of outside clients. Secondly an advertising department may not be equipped the personnel and facilities, which an in-house agency would posses. In-house agency not only provides control over advertising schedule and costs, but also offers convenience for its owner, because it is just available in the same building as that of the head office of advertiser. Such in-house agency also benefits the owner as it can bring revenue through agency commission that are offered by the media and by way of fees that are collected from outside parties for undertaking their advertising work. Such revenue increases the funds and profits of the company. There is another version of in-house agency whereby advertiser handles the total agency functions by buying service unit to buy time, space and place the ads. Such an In-house agency is an administrative center (under the direction of an advertising director) that gathers and directs varying outside for its operation. Creative Boutiques These are shop agencies that provides only creative functions and not full-service. The specialized creative functions include copy writing, artwork and production of ads, they charge a fee or percentage of full service agencies, and as such most of them convert into a full service agency or merge with other agencies to provide a wide range of services. Mega agencies A significant of 1980’s is the development of mega agency. Agencies worldwide merge with each other serve their clients in much better way. It was in 1986, Saachi & Saachi, a London based agency who started the movement and at present it is the third largest agency network in the world. The Specialists Agency There are some agencies who undertake advertising work only in certain areas. there are agencies that specialize only in financial services or only in publicity or only in point-of-purchase material etc. for instance Soubhagya advertising agency concentrate on specialized in financial advertising. The functions of an advertising agency: †¢ To accelerate economic growth and create public awareness †¢ To provide a total, professional, experienced service which is very personal in its nature †¢ To take the advertiser's message and convert it into an effective and memorable communication The Benefits of Using an Advertising Agency †¢ Added Expertise †¢ Media Knowledge and Unbiased Advice †¢ Easier Administration †¢ Media Buying †¢ Quality Control †¢ Information †¢ Fending off the media †¢ And when things go wrong †¢ Cost Saving †¢ Time Saving Advertising Agency's Role Suppose you are a company with a product. It may be a totally new product. As a company with a product or service to sell, designing and making that item is only part of the battle. People are not going to beat a path to your door. You have to seek a channel of communication. Ad agency need to consider, for example: †¢ For whom is the product or service designed? †¢ Who would use it? Who is the â€Å"target group†? †¢ What's special about the product? In what way is it distinct? Unique? Different? †¢ What's its â€Å"position† in relation to other similar products? †¢ What do you want to convey to the public about y our product? †¢ How should your company contact the public? †¢ What medium should it use? Radio? TV? Newspapers? Magazines? Billboards? Bus/subway ads? Direct mail? etc. †¢ How extensive a region should your company try to cover? †¢ How often? Communication and marketing decisions involve specialized expertise. Many companies that design and produce products or offer services lack these specific capabilities. This is where advertising agencies fit in. Advertising agencies exist to help companies to communicate with the public, Market the company's product. [pic] The process of advertising involves considerable specialized knowledge and expertise †¢ about people – their interests, preferences, needs, wants, lifestyles, expectations †¢ about media – their reach, their effectiveness, their specific appeal †¢ about the company and its product – and about competing companies and their products Services offered by ad agency Total Advertising Services Strategic planning, creative development and media services for advertising, particularly in television, newspapers, magazines and radio; providing the best creative designed to capture the imagination of consumers Marketing Services Provision of a number of advertising related services, including sales promotion, market research, PR and event marketing. e-Solution Services e-solution services, including system integration services, e-business consulting and customer relationship management (CRM), Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and e-promotions using the Internet and mobile. Content Business Sales of sponsorship, broadcasting and other rights, and the production and marketing of such media / content as sporting events, films, TV programs, animated content, music and other forms of entertainment. Integrated Media Services Bringing value to both clients and media-related companies by offering a wide range of media solution services Sales Promotion Providing comprehensive sales promotion planning designed to complement mass media and other activities Event Marketing Assisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications Integrated Branding Services Assuring clients the highest quality of branding services for their communication needs Organization Structure The activities within an advertising agency are typically divided into 4 broad groups: account management, the creative department, media buying, and research. These divisions are usually physically separated, although all four areas work closely together to produce an advertising campaign in its entirety. Account managers usually have daily interaction with a counterpart at the client's office and coordinate the activities of the other departments according to the client's wishes. The creative department designs original themes or concepts for ads, while the media department places finished ads within the media in which they will receive the most exposure to a target audience. The research department provides data about consumers to help the agency and the client make informed advertising decisions. Recently added to advertising agencies' roster of services are public relations, direct marketing, and promotional services. Other activities that used to be completed by outside vendors, such as photography and high-tech print work, have been brought in-house in many agencies. ORGANIZATION CHART [pic] [pic] Departments & Personnel Account Services / Account Management The other major department in ad agencies is account services or account management. Account service employees work directly with clients and potential clients, soliciting business for the ad agency and determining what clients need and want the agency to do for them. They are also charged with understanding the client’s business situation and representing those needs within the agency, so that ads can be brought to bear on the correct problem. Account planner / Director The Account Planner is the main planning executive who works in partnership with the client on long-term account planning. He knows what is happening in the market place, the attitude of the consumer towards the client’s as well as the competitor’s brands. Account Planner Deals with senior members of the client organization. He is responsible for agency performance as a whole with limited involvement in routine agency projects. The Account Director is responsible for forward, long-term planning, deployment of agency personnel and overall account profitability. The account planner was originally employed to â€Å"represent the consumer† in the advertising i. e. , find the best way to pitch the clients products to people by better understanding them, what they want and how to talk to them. Planning's role has expanded considerably since it was originally introduced. Planners are now also brand strategists and, to a certain extent, media strategists – using consumer insights to understand where and how people are most receptive to certain messages. In many agencies, there is a dedicated media department and there are also some large and small agencies that exclusively handle media strategy and media buying. Account Supervisor A middle management position: he or she manages the account within a medium term perspective. This includes strategic planning, market analysis, competitive activity analysis, as well as recognizing and capitalizing on business building opportunities. Account executives Account executives represent their ad agency to their clients. They understand sales and advertising problems of the client and address the client’s need to the advertising approach. In advertising ‘The account’ is the client. The business of each client with the agency is referred to as an account. An ad agency handles assignments of a number of clients. A client’s business is assigned to a team of people from the ad agency with the Account Executive at the head of team. An account executive may be handling the business of number of non-competing clients at the same time. The Account Executive supervises his team of people drawn from all departments while planning, scheduling and executing the assignment. Before a campaign is launched research on the client’s business methods, the product to be advertised is made. With this background information there is a meeting of the creative media and marketing division along with members of the client’s team. The objective of this meeting is to define the nature and use of the product, and the target users as well as other competing brands. After all the information is assigned the agency team prepares a draft brief with recommendations. These are presented to the client by the Account Executive. The brief and budget are discussed and after finalization of work. The Account Executive motivates guides and coordinates the activities so that deadlines are met and the client’s expectations become a reality. He spends lot of time keeping the client updated on the progress. The Agency’s Director too has to be kept informed. This is done directly in smaller firms but in larger firms there may be an Account Planner or Director. The chief role of account executive is to extract the best possible work from the other departments of the agency. They are in daily touch with clients. Creative department The creative department is the people who create the actual ads – form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word â€Å"write† in their job title, and art directors have the word â€Å"art†, one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Creatives frequently work with outside design or production studios to develop and implement their ideas. Creative department consist of two key personnel i. e. art director and copywriters. These positions and ad agency is explained below. Art Directors Art Directors in Advertising aren't necessarily the head of an Art Department although the title may suggest it. They typically work in teams with a copywriter. Together the team works on a concept and design for commercials, print advertisements, and any other advertising medium. The art director is mostly responsible for the visual look and feel of the creative product as well as the concept. The Art Director ensures that the end product has the same look and feel as the original concept. The copywriter has ultimate responsibility for the product's verbal and textual content, and both are responsible for coming up with big, effective and persuasive ideas. Depending on the competencies of each, they may share tasks that are traditionally designated for one or the other, for instance, an art director may suggest certain wording and a copywriter may suggest a certain aesthetic for a project. Art directors may also oversee a team of junior designers, image developers and production artists. In a smaller organization the art director may fill these roles as well. In a larger organization, art directors may oversee other art directors in a senior/junior art director relationship. Copywriter A copywriter is a person who writes text, or copy, for clients. Most copywriters work in advertising or marketing, producing copy that's intended to persuade a reader to buy a product or service or otherwise take action. Copywriting involves providing words, which are read or heard in advertisements. This may include slogans or jingles or detailed text for catalogues, brochures, leaflets and journals. Copywriting also takes the form of script for television and film commercial advertisement. Copywriters can contribute words and ideas to print ads, catalogs, billboards, commercials, brochures, postcards, online sites, e-mail, letters and other advertising media. Ultimately, the kinds of ads and media a copywriter will work in depend on his or her own inclination and what clients ask for. A copywriter often works as part of an advertising team. Agencies and advertising departments partner copywriters with art directors. The copywriter has ultimate responsibility for their ads verbal and textual content, the art director has ultimate responsibility for the visual look and appeal, and both are responsible for coming up with big, effective, persuasive ideas. Copywriter and visual art work go hand in hand and this is the work which goes on in the agency’s creative department. Briefs from the Account Executive outlining the target group for the advertisement and information about the product, followed by discussions with the account planner, along with research material, and perhaps a meeting with client put the creative department to work. The essential skill of the Copywriter lies in interpreting and understanding the mind and needs of the target audience and the characteristics of the product. They must identify what it is that would make people want or need the product being promoted. The Art Director and the Copywriter together then work on an idea that should catch the attention of the public and put the selling point of the product across; many ads are discarded, reincarnated and created. The final product is a team effort of the Copywriter and Art director with each other having suggested alterations to the other. The more successful creations are then shown to the creative director who in turn may suggest further modifications. Final drawings are then produced and shown to the client. Once the client accepts the concept and layout is modified and the details filled in. The design and copy is sent to the production team for typesetting, photographs and drawings for printed advertisements or filming for television commercials. Giants in the copywriting field include David Ogilvy, William Bernbach, Robert W. Bly and Leo Burnett. Many creative artists spent some of their career as copywriters before becoming famous for other things, including Dorothy L. Sayers, Joseph Heller, Terry Gilliam, Salman Rushdie, and Don DeLillo. Creative Department people need following attributes for this back-breaking job. †¢ A good psychologist. †¢ Willing and able to set high standards. †¢ An efficient administrator & Research minded †¢ Capable of strategic thinking – ‘positioning’ and all that. †¢ Equally good at package goods and other kinds of accounts †¢ Well versed in graphics and photography †¢ A hard worker and fast †¢ Slow to quarrel Prepared to share credit for good work, and accept blame for bad work †¢ A good presenter & good recruiter Creative Process Policy [pic] Digital Studio Often called the DTP section, this set of people work on the final artwor ks that are sent to the various publications for release. DTP Artist DTP Artist is Desk Top Publishing worker, a special name used in Advertising agencies, Publisher, Color separation, Printing and other related industries. A DTP Artist usually skilled in multiple computer design applications, such as QuarkXPress, Adobe Photoshop, Adobe Illustrator, CorelDraw, Adobe InDesign CS, and others. DTP Artist is formerly known as FA Artist (FA: Finishing Artwork), the name changed due to the digital revolution. DTP Artist is a common name used in India, Malaysia, Singapore and other countries. In America, advertising DTP associate is the term frequently used to describe graphic artists working for in-house art departments. American advertising agencies separate the role of graphic artists between art directors and production artists. Visualizer Visualizer is a position designed by Advertising agencies to assist Art directors, in producing quick & good quality artworks, for presentation (to please the clients). The salary of a Visualizer is very low, usually an average salary of a Visualizer is less than half, or sometimes quarter, of the salary of an Art Director. Visualizer is a special name used in advertising agencies in non-native English speaking countries, Malaysia, Singapore and others. Media Department Size and scale of the advertising is not important. What's in the mind is important. The big bucks are not being spent on production, they are being spent on broadcasting. The Media Department of an advertising agency is responsible for the planning and placement of advertising time and space. It is a function that in recent years has undergone considerable change. The proliferation of media forms and the escalating cost of media time have brought a new focus to the Agency Media Department. Media Executives The main task of the media executives is to place the advertisements where they will be seen by the right target audience keeping the budget in the mind. Hence this job requires planning, research and buying space in the press or time for commercial radio and television. In large agencies this task may be allocated to two or three different specialist. There may be a media planners and media buyers. In small agencies the task may be handled by the same person. FUNCTIONS OF THE MEDIA DEPARTMENT Media Planning The Media Department is responsible for the preparation and the actual presentation of the media plan. This department recommends media and media vehicles that in the agency's opinion best fulfill the client's marketing and advertising objectives. The recommendations are based on a careful assessment of the client's strategic requirements and the subsequent matching against these of the various available media forms. In the process there is great reliance on research and the known strengths and weaknesses of various media. Computer analysis is frequently used to sift through and compare all the media audience data that is available. The final media plan will present a carefully thought out recommendation that delivers the right target group, at the right time, in the right place, with the right number of messages. Media planners have access to up-to-date information about each advertising medium. This includes the relationship and circulation figures for news papers and magazines, viewing figures for different times of the day, listening audience figure for commercial radio stations etc. They are also aware of the various locations for hoarding and billboards. They are a vast array of choice. There are thousands of brands to advertise the work is challenging. It is though the selection of the right media that a good media department can save large advertisers money as well as give credibility. Media Buying Once a media plan has been approved by a client, it must then be purchased. The procedures for this vary according to the medium under consideration. In print media, for example, most purchases are made on the basis of rate cards issued by various newspapers or magazines. In broadcast, however, negotiation is involved. The objective of this negotiation is quite simple – to achieve maximum media efficiencies in obtaining the most for the least, or, in other words, the most audience for the least amount of money. Media buyers buy advertising time/space for the agency’s client. The work closely with the media planer if the two functions are carried out separately. Television and newspaper advertising are expensive. The media buyer’s expertise is in the negotiating the best possible deal for the client. The commercial breaks with the most viewers are the most expensive and so also the newspapers and magazines with the Media Estimating Every single purchase made by the Media Buyer must be recorded in advance of the actual running of the advertisement. This is to enable the agency to bill the client for monies spent on their behalf and to check the invoices submitted by the media. This document is called an estimate. Marketing Research Department Marketing research is three things: 1. The identification of information needs (i. e. defining the problem) 2. The systematic gathering, recording, analyzing and interpreting of data about problems relating to the marketing of goods and services (i. e. providing a solution to the problem) 3. The analysis and evaluation of action taken on the basis of information (i. e. monitoring and modifying the initial solution). The single most important reason then for doing marketing research is to guide the marketer in the analysis, planning, implementation and control of marketing and communications programs to satisfy both customer needs and organizational goals. It does this by providing decision-makers with information necessary to choose between alternative courses of action. While marketing research information can never eliminate all risk from decision making, good research can and should substantially reduce the odds of failure. In short, the essence of marketing research is â€Å"problem-solving†. Creative Services Department The creative services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they will be able to advise upon and negotiate with printers if an agency is producing flyers for a client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can. In small agencies, employees may do both creative and account service work. Larger agencies attract people who specialize in one or the other, and indeed include a number of people in specialized positions: production work, [Internet] advertising, or research, for example. Event Management and Promotion department These are marketing support services which coordinate with external suppliers and use internal resources to implement the client's plans. The work here is coordination, with specific responsibilities being more specialized. Event management, an industry that is just taking off in India, plans, organizes and executes live events, which could include a brand/product launch, an exhibition, a concert or even a conference. Traffic Manager (system administrator) An often forgotten, but still important, department within an advertising agency is traffic. Typically headed by a traffic manager, this department is responsible for a number of things. First and foremost is increasing agency efficiency and profitability through the reduction of false job starts, inappropriate job initiation, incomplete information sharing, over- and under-cost estimation, and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of ten or more employees. Radio & TV Broadcast Production Department The Broadcast Production department is responsible for making television and radio commercials to be aired across the country. Each project is different and the job demands both creative and administrative ability. The most successful people in Broadcast Production have strong aptitudes in both creative and administrative areas. This means that they should be active in creative spheres. They must also have a very high organizational ability as there are a myriad of details to attend to in any production. There are two basic classifications of jobs in Broadcast Production: †¢ Producer †¢ Production Co-ordinator and/or Traffic Co-ordinator The production team's main function is to purchase the services of the correct film or videotape Production Company and to administer and produce the TV commercial production on behalf of the advertising agency and the client. The Producer The Producer is responsible for supervising all aspects of a TV commercial production, from the selection of the production company through budgeting, scheduling, casting, locations, sets, music creation, production meetings, filming, editing, sound mixing, to the final approval of the finished commercial. This means that the Producer must be completely familiar with all aspects of the film and videotape process, including animation, live action, and stop motion. Production Co-ordinator The function of the Production Co-ordinator is to work with one or more Producers, providing administrative and creative support in such fields as budgeting, scheduling, producing production books, and auditioning talent. A Co-ordinator very often will handle revisions and adaptations of TV commercials with the production company. They may also have experience in Broadcast Traffic learning other rules on talent or how to â€Å"traffic† a complex television schedule. Print Production Department Print Production, more than any other agency department, relies on graphic art technology to help give birth to an ad. If there are to be no complications in the ad's delivery to the printed page, then strict technical rules must be followed. Of course, rules were made for valid reasons. An ad must obey that magazine's exact size and film requirements. To defy those specifications, even slightly, would make it incorrect and therefore not publishable. What Print Production People Do? Print production people: †¢ Meet deadlines. Publications insist on strict deadlines and it's crucial that production pay strict heed to them. †¢ Use sophisticated technology. To ensure that those deadlines are met, the Production Manager must possess a solid working know- ledge of the latest graphic art technology. As technology changes it is now imperative to be computer literate and understand their function. †¢ Co-ordinate and manage. The Print Production department's job is to ensure that print advertising is reproduced correctly whether in colour or in black and white. This means exact attention to detail and it is up to the Production Manager to provide the specifications to suppliers. †¢ Skills and training. What are the skills necessary to make it in Production? Technical art expertise and a willingness to keep abreast of new developments; an aesthetic feeling for some of the craftsmanship involved in the graphic arts; accounting and math skills; and a sharp eye for detail. Computer literacy and an understanding of systems is another necessary skill. Production skills aren't something that can be bought, nor are they something that can be learned overnight. It t