A Brief History of Communication

A Brief History of Communication Humans have communicated with one another in some shape or form ever since time immemorial. But to understand the history of communication, all we have to go by are written records that date as far back as ancient Mesopotamia. And while every sentence starts with a letter, back then people began with a picture. The B.C. Years The Kish tablet, discovered in the ancient Sumerian city of Kish, has inscriptions considered by some experts to be the oldest form of known writing. Dated to 3500 BC, the stone features proto-cuneiform signs, basically rudimentary symbols that convey meaning through its pictorial resemblance to a physical object. Similar to this early form of writing are the ancient Egyptian Hieroglyphs, which date back to around 3200 BC. Elsewhere, written language appears to have come about around 1200 BC in China and around 600 BC in the Americas. Some similarities between the early Mesopotamian language and the one that developed in ancient Egypt suggests that some concept of a writing system originated in the middle east. However, any kind of connection between Chinese characters and these early language systems are less likely since the cultures don’t seem to have had any contact. Among the first non-glyph writing systems not to use pictorial signs is the phonetic system. With phonetic systems, symbols refer to spoken sounds. If this sounds familiar, it’s because the modern alphabets that many people in the world use today is a phonetic form of communication. Remnants of such systems first appeared either around 19th century B.C thanks to an early Canaanite population or 15th century B.C. in connection with a Semitic community that lived in central Egypt.   Over time, various forms of the Phoenician system of written communication began to spread and were picked up along the Mediterranean city-states. By the 8th century B.C., the Phoenician symbols reached Greece, where it was altered and adapted to the Greek oral language. The biggest alterations were the addition of vowel sounds and having the letters read from left to right. Around that time, long-distance communication had its humble beginnings as the Greeks, for the first time in recorded history, had a messenger pigeon deliver results of the first Olympiad in the year 776 BC. Another important communication milestone to come from the Greeks was the establishment of the first library in 530 BC. And as humans neared the end of the B.C. period, systems of long-distance communication started to become more commonplace. A historical entry in the book â€Å"Globalization and Everyday Life† noted that around 200 to 100 BC: â€Å"Human messengers on foot or horseback common in Egypt and China with messenger relay stations built. Sometimes fire messages used from relay station to station instead of humans.† Communication Comes to the Masses In the year 14 AD, the Romans established the first postal service in the western world. While it’s considered to be the first well-documented mail delivery system, others in India, China had already long been in place. The first legitimate postal service likely originated in ancient Persia around 550 BC. However, historians feel that in some ways it wasn’t a true postal service because it was used primarily for intelligence gathering and later to relay decisions from the king. Meanwhile, in the far east, China was making its own progress in opening channels for communication among the masses. With a well-developed writing system and messenger services, the Chinese would be the first to invent paper and papermaking when in 105 AD an official named Cai Lung submitted a proposal to the emperor in which he, according to a biographical account, suggested using â€Å"the bark of trees, remnants of hemp, rags of cloth, and fishing nets† instead of the heavier bamboo or costlier silk material. The Chinese followed that up sometime between 1041 and 1048 with the invention of the first moveable type for printing paper books. Han Chinese inventor Bi Sheng was credited with developing the porcelain device, which was described in statesman Shen Kuo’s book â€Å"Dream Pool Essays.† He wrote: â€Å"†¦he took sticky clay and cut in it characters as thin as the edge of a coin. Each character formed, as it were, a single type. He baked them in the fire to make them hard. He had previously prepared an iron plate and he had covered his plate with a mixture of pine resin, wax, and paper ashes. When he wished to print, he took an iron frame and set it on the iron plate. In this, he placed the types, set close together. When the frame was full, the whole made one solid block of type. He then placed it near the fire to warm it. When the paste [at the back] was slightly melted, he took a smooth board and pressed it over the surface, so that the block of type became as even as a whetstone.† While the technology underwent other advancements, such as metal movable type, it wasn’t until a German smithy named Johannes Gutenberg built Europe’s first metal movable type system that mass printing would experience a revolution. Gutenberg’s printing press, developed between the year 1436 and 1450, introduced several key innovations that include oil-based ink, mechanical movable type, and adjustable molds. Altogether, this allowed for a practical system for printing out books in a way that was efficient and economical. Around 1605, a German publisher named Johann Carolus printed and distributed the world’s first newspaper. The paper was called â€Å"Relation aller Fà ¼rnemmen und gedenckwà ¼rdigen Historien,† which translated to â€Å"Account of all distinguished and commemorable news.† However, some may argue that the honor should be bestowed upon the Dutch â€Å"Courante uyt Italien, Duytslandt, c.† since it was the first to be printed in a broadsheet-sized format.   Beyond Writing: Communicating Through Photography, Code, and Sound By the 19th century, the world, it seems, was ready to move beyond the printed word (and no, people didn’t want to get back to advancing fire and smoke-generated messages). People wanted photographs, except they didn’t know it yet. That was until French inventor Joseph Nicephore Niepce captured the world’s first photographic image in 1822. The early process he pioneered, called heliography, used a combination of various substances and their reactions to sunlight to copy the image from an engraving. Other notable later contributions to the advancement of photography include a technique for producing color photographs called the three-color method, initially put forth by Scottish physicist James Clerk Maxwell in 1855 and Kodak roll film camera, invented by American George Eastman in 1888. The foundation for the invention of electric telegraphy was laid by inventors Joseph Henry and Edward Davey. In 1835, both had independently and successfully demonstrated electromagnetic relay, where a weak electrical signal can be amplified and transmitted across long distances. A few years later, shortly after the invention of the Cooke and Wheatstone telegraph, the first commercial electric telegraph system, an American inventor named Samuel Morse developed a version that sent signals several miles from Washington DC to Baltimore. And soon after, with the help of his assistant Alfred Vail, he devised the Morse code, a system of signal-induced indentations that correlated to numbers, special characters and letters of the alphabet. Naturally, the next hurdle was to figure out a way to transmit sound to far off distances. The idea for a â€Å"speaking telegraph† was kicked around as early as 1843 when Italian inventor Innocenzo Manzetti began broaching the concept. And while he and others explored the notion of transmitting sound across distances, it was Alexander Graham Bell who ultimately was granted a patent in 1876 for Improvements in Telegraphy, which laid out the underlying technology for electromagnetic telephones.   But what if someone tried to call and you werent available? Sure enough, right at the turn of the 20th century, a Danish inventor named Valdemar Poulsen set the tone for the answering machine with the invention of the telegraphone, the first device capable of recording and playing back the magnetic fields produced by sound. The magnetic recordings also became the foundation for  mass data storage formats such as audio disc and tape.

Bamako movie analysis

Bamako movie analysis The film by Abderrahmane Sissako, Bamako, is an illustration of the themes revealed in The Eumenides by Aeschylus. The ancient Greek tragedy depicts the human society as it was in those distant times, though it is clear that little has changed since then. Aeschylus reveals the vices of people and brings to the fore the idea of an innocent victim who becomes a prey for sins he has not committed.Advertising We will write a custom essay sample on Bamako: movie analysis specifically for you for only $16.05 $11/page Learn More In Bamako, the trial is also an illustration of the same pattern. Innocent people of Africa suffer because some vicious people commit crimes. Likewise, Orestes who commits matricide because he is told so and is being judged can stand for the entire African society which endures lots of misfortunes because of such global organizations as World Bank and IMF. In the first place, it is necessary to note that the Greek tragedy evokes quite diffe rent emotions and thoughts. Admittedly, Orestes commits a horrible crime as he kills his own mother. However, Orestes does not seem guilty as a deity persuaded him to do that, â€Å"Apollo. He is my witness.† (Aeschylus, 2000, p. 177). More so, Orestes is convinced that the woman ceased to be his mother when she committed two crimes, â€Å"She killed her husband. And she killed my father.† (Aeschylus, 2000, p. 177). Therefore, he was forced to revenge for his father; he was forced to commit such a crime. Nonetheless, furies pursue him and make his life a living hell. Likewise, people of Africa are not guilty in any crimes. Even though some Africans commit crimes, they are forced to do so. For instance, the man who steals the gun has no other choice (Sissako, 2006). What is more, just like Orestes, the thief is punished. However, unlike Orestes, who is punished temporary and is then set free, the thief is punished by himself. The poor man kills himself (Sissako, 2006). This suicide stresses the idea of injustice and the feeling of doom. The scene emphasizes the idea of despair. Another important issue to be discussed is the very trial depicted in the two works of art. While reading the Greek tragedy, I thought that it was an example of the first trial ever, which is rather just. However, after watching the film, I realized that the film was an illustration of the present-day courts.Advertising Looking for essay on literature languages? Let's see if we can help you! Get your first paper with 15% OFF Learn More Admittedly, contemporary courts are far from being just, especially when it comes to multinationals and global structures. In the tragedy, the trial is ‘institutionalized’ by Athena (Carter, 2011, p. 159). The decision made is protected by the power of the deity and the innocent person is saved from its sufferings. In reality, no one can protect the people of Africa as huge enterprises have taken over all major institutions in the region. Innocent people have nowhere to go and have no one to protect them. Even though people have their right to talk and discuss, nothing really changes. The people of Africa claim that the region is exploited by global structures and the governments give budget money away to pay the national debts, instead of focusing on improving living standards in the area. The people Africa understand that the relationship between the people, governments and global structures â€Å"are governed by lies, hypocrisy, and cynicism† (Sissako, 2006). The trial in Bamako unveils a variety of vices of the modern society and the sufferings of Africans, but the trial does not end in a particular decision. This trial is symbolic as there are many talks in the contemporary society, but nothing changes. Finally, the film can be regarded as the necessary contrast to the tragedy. When reading the tragedy, I thought it was logical that Orestes’s arguments were taken into account. Admittedly, it is one of the most common values of the western societies to listen to all sides and make a just decision. In the tragedy, Orestes is listened to and Athena ensures the right of each party to talk. More importantly, the sides are heard and the just decision is made. However, in the film, the people of Africa are not heard. They provide their arguments but the words do not reach people’s ears. The director of the film makes a lot of effort to make the public hear Africans, â€Å"Truth cannot always be expressed in words It can also be silent, and you cannot say no to those who are silent.† (Lim, 2007, n.p.). The silent scene of the funeral embodies this idea. Therefore, the film’s ending intensifies the idea of people’s desire to live in a justice world introduced in the tragedy.Advertising We will write a custom essay sample on Bamako: movie analysis specifically for you for only $16.05 $11/page Learn More In conclusion, it is possible to note that the film is a great illustration of major themes touched upon in Aeschylus’s tragedy. The film has made me see the difference between the values promulgated by the western societies and the real situation in the world where justice can hardly be achieved. Obviously, people need to go back to the just trials of Athena. Reference List Aeschylus, P. S. (2000). The Oresteia of Aeschylus: A new translation. (T. Hughes, Trans.). New York, NY: Farrar, Straus and Giroux. Carter, D.M. (2011). Why Athens?: A reappraisal of tragic politics. New York, NY: Oxford University Press. Lim, D. (2007, February 11). One angry African puts big money on trial. The New York Times. Retrieved from https://www.nytimes.com/2007/02/11/movies/11denn.html?_r=0 Sissako, A. (Director). (2006). Bamako. Bamako, Mali: Archipel 33. Web.

Human Rights Watch Essay Example | Topics and Well Written Essays - 2750 words

Human Rights Watch - Essay Example The idea of human rights was developed and the rights and responsibilities of each individual were developed. As people gave their will over to governments, it became necessary for the government to have various responsibilities to protect the individual. This is how the rights of the individual were developed (Moehler 2008). In Asia, the code of Hammurabi is seen to be the earliest codification of human rights. It defined the rights and responsibilities of each individual. The code which included over two hundred clauses, also included such as issues as consumer protection in the form of outlining the responsibilities of builders to their customers. For instance, if a builder built a home for a customer and the home collapsed on the owner in a specific period of time, the builder would be sentenced to death. In Europe, the dawn of human rights can be seen as having started with the signing of the Magna Carter in the year. This was provoked by the acts of King John which led to many people, including the church and other sources of authorities being unhappy with the way King John of England was trying to restructure the power structure and to give himself much power. The King was forced to sing the Magna Carter which among other things described some of the earliest codifications of human rights in Europe. These rights included the right of the church to operate without manipulation from the government and also some individual rights which must be protected by the state. The Human Rights Watch was founded in 1978 under the name of Helsinki Watch. Its scope of activities back then was narrowed mainly to watching the compliance of Russia to the Helsinki Accords. The idea was to watch, name and shame the abuse of power by governments with regard to human rights. Later, Americas Watch was founded in 1981 as a way to watch human rights violation in America with the rise of civil wars in the

How can the hotel Marriott Management Board implement ecological Research Paper

How can the hotel Marriott Management Board implement ecological strategies in order to comply with sustainable development - Research Paper Example ervation in the form of green construction, conservation of rainforests, saving water and spending money on projects that help in sustainability of the environment. Recently, Marriott hotels have upgraded and replaced equipment to improve efficiency which was a successful idea as efficiency improved by over 22% in 2010. Marriott Hotels invested millions of dollars in a water conservation program which offered water treatment and process improvement within the company. Marriott also came up with a partnership based project that promoted energy and water conservation by making management systems of laundry more efficient using the most powerful and expensive equipment in order to make sure it doesn’t waste scarce energy sources. Marriott is also attempting to help expand recycling and food decomposition facilities all over the U.S.A. The purpose is to save scarce resources and use them wherever and whenever possible. Other than this, Marriott is also working on promoting sustainable tourism in collaboration with the World Travel and Tourism Council. Marriott is also providing training and development as well as guidance for research being conducted on sustainability. Marriott is also working with the Global Business Travel Association to work for a sustainable environment for the industry. Hence, the main concern for Marriott Hotels is to save energy, water, resources and carbon for which it has been undertaking many projects like these to help save the ecological environment (Marriott Sustainability Report, 2010; Enz, 2009; Snell & Bohlander, 2012). A very interesting concept introduced by Marriott Hotels recently was that of Green Buildings known as the Leeds ((Leadership in Energy and Environmental Design) program which aimed at reducing wastage of resources by 25%. The outlook of these Hotels is also ‘Green†- The Green Hotel Prototype. In March 2010, Marriott Hotels participated in conservation of energy by celebrating earth hour. They did this by

Research paper Critique for Nursing medication administration and work

Critique for Nursing medication administration and work flow using computerized pysician order entry - Research Paper Example This paper describes the research of the impact of CPOE on medication errors. The target populations in this research were the nurses. The research tries to get the impact of CPOE systems on the nurse’s workflow. The nurses who were available for this study were those in pediatrics unit and emergency unit. The criteria for including nurses in the study are the essence of their past having to do increased work plus the medication errors committed by the nurses. The Institute of Medicine had filed an earlier report showing that nearly 7000 patients every year die due to medication errors. In minimizing medication errors and time wasted by nurses in the course of administering medications. In the study conducted by Dana, the author agrees to the fact that their exists advantages and disadvantages of the CPOE system on the nurses after its introduction to help reduce the nurses work flow. Research questions in this research are the impacts of CPOE system on the nurses’ workflow and the disadvantages of using Computerized Physician Order Entry system to the nurses. The author’s hypotheses this case is justifiable after realizing that the introduction of CPOE systems in hospitals led to minimal interaction between nurses and physicians. In terms of the literature review, the hypotheses were not related since the literature review entirely talked of the problems nurses experience before CPOE system the introduction while the theoretical rationale speaks of the impact the system had on the nurses.

Effect of Bicarbonate Supplement on Kidney Function

Effect of Bicarbonate Supplement on Kidney Function Bicarbonate Supplementation Slows Progression of CKD and Improves Nutritional Status Ione de Brito-Ashurst, Mira Varagunam, Martin J. Raftery, and Muhammad M. Yaqoob  Lay Abstract Chronic kidney disease (CKD) is the long-term damage of the kidney. Symptoms only start presenting when the disease is progressing towards the advanced stages. It is a disease of the elderly population, and with the UK’s ageing population, cases are likely to increase in the near future. Metabolic acidosis (MA) is a common complication of CKD and treating this has been thought to slow down the decline in kidney function. Bicarbonate supplementation has previously been used as an experimental treatment on rat models to correct the MA but results have been inconclusive. There is also a lack of long-term trials investigating the effect on humans. The results showed bicarbonate supplementation was beneficial to kidney function and nutritional status of patients, while causing minimal side effects. More clinical trials need to be performed to consolidate these findings and to look at alternative treatment regimens before being implemented into clinical practice. Background Information and Rationale for Carrying Out the Work Chronic kidney disease (CKD) is the long-term decline in kidney function. It is defined as kidney damage resulting in a GFR ≠¤ 60 mL/min/1.73m2 for more than 3 months, or kidney damage for more than 3 months with evidence of structural or functional abnormalities, with GFR not necessarily reduced (1). In advanced stages it can lead to metabolic acidosis (MA) due to a decreased tubular bicarbonate secretion, which has been known to cause protein catabolism and increased insulin resistance (2), and impaired ammonium excretion (3). The lesser stages of CKD are quite common in communities but ESRD is quite rare in populations. CKD is a disease of the elderly with around 30-40% of the population > 75 years having CKD at stages 3-5 (1). It is usually asymptomatic until the later stages of the disease and during ESDR, the only possible life supporting treatments are transplantation or dialysis (4). Obesity is associated with an increased risk of CKD by over 2.5 times (5). With obesity, type 2 diabetes and hypertension all on the rise (6-8) , there is likely to be a boom in the number of CKD cases within the next couple of decades. There is clearly a need to address this future burden on the healthcare system. Correction of MA in dialysis patients has shown to slow down protein degradation in a small number of short term clinical trials (9, 10). Studies on rat models have shown inconsistent evidence where MA has been shown to slow down progression of renal failure (11). Due to the short term nature of these studies, there has been inadequate evidence on the impact of renal function. There have been very few studies investigating the correction of MA in CKD in humans and also the lack of long term studies of the effect on pre-dialysis patients, which were the main motives for carrying out this study. Approaches to the Question and Key Results The research question raised was whether bicarbonate supplementation to patients with MA in CKD could slow its progression and improve nutritional status. A single-centre, open-label, randomised, parallel-group study was carried out to investigate this question. The inclusion and exclusion criteria were stated explicitly. 134 eligible patients were randomly assigned to either routine standard care or oral sodium bicarbonate tablets 600mg TID which was increased as necessary to maintain bicarbonate ≠¥ 23mmol/L. The treatment assignment procedure was done by an external statistician and involved block stratification, then randomisation carried out within each stratum of men, women, diabetics and non-diabetics. This method helped to balance each of the patients’ covariates and ensured adequate concealment. As a result, 67 patients were assigned to the control group and 67 patients to the treatment group. To reach a power of 90% which would allow an absolute difference of 30% to be detected, 63 patients in each group would have to be studied, but to allow for non-compliance, this was increased to 67. Calculation of statistical power ensured a large enough sample size. The 2 groups had similar baseline characteristics (Table 1) and ap art from the bicarbonate supplementation, they were both treated equally. Patients were followed up every 2 months for 2 years for the primary outcome measurements while nutritional assessments were carried out at 0, 6, 12, 18 and 24 months by a single dietician. All patients were able to be analysed with none of the patients being lost to follow up or discontinuing the intervention, however 5 withdrew before receiving the treatment. Intention to treat analysis was performed. The investigators, statisticians and the single dietician were blinded to the initial group assignment as they were directly involved in assessing the outcomes, but since the trial was open-label, it suggests that patients and external clinicians were not. The outcomes were focused on the research question and were measured in a standard way. The primary outcomes were the decline in renal function, the number of patients with rapid progression of renal failure, and the development of ESRD that required dialysis. After 12 months, the rate in decline of CrCl was lower in the treatment group at 1.88 ml/min per 1.73 m2 (95% [CI] 0.39 to 4.15 ml/min per 1.73 m2) than the control group at 5.93 ml/min per 1.73 m2 (95% confidence interval [CI] 4.19 to 7.76 ml/min per 1.73 m2) (P Secondary outcomes were measurements of changes in normalized protein nitrogen appearance (nPNA), dietary protein intake (DPI), serum albumin and mid-arm muscle circumference (MAMC) to identify the nutritional status of patients. Results showed an increase in DPI (P Likely Impact of Research Outcome The fact that there was both a slowdown of the decline in kidney function and a reduction in the number of patients progressing to ESRD is clinically beneficial. However, the confidence interval for the treatment group is quite large (0.39 to 4.15 ml/min per 1.73 m2) and the upper limit is close to overlapping with the confidence interval of the control group at the lower limit (4.19 to 7.76 ml/min per 1.73 m2) for the rate in decline of CrCl. Statistically, the treatment may only offer a marginal improvement over the control, but the bicarbonate supplementation clearly does offer some benefit to stage 4 CKD patients. There are also significant nutritional benefits to CKD patients. Poor nutrition leads to protein energy wasting (PEW) and a low serum albumin which increase morbidity and mortality in dialysis patients (12), but this can be easily reduced with bicarbonate supplementation. The patients studied in this trial are not 100% representative of the population. This trial had to exclude 30 out of 184 potential subjects due to eligibility criteria. The exclusion criteria included morbid obesity, congestive heart failure, chronic sepsis, malignant diseases, cognitive impairment or uncontrolled hypertension so findings will not apply to patients that fall into these categories, however the findings will be important for the majority of patients with CKD. The trial was only a single centre study on patients at the Royal London Hospital in the East End of London. The demographic in this area of London is likely to vary from demographics in other parts of London and the UK. I think all the outcomes of interest to the patient were considered before the trial. Side effects of worsening hypertension and oedema that required an increase in therapy and loop diuretics respectively were minimal (Table 3). Blood pressures rose and oedema worsened more in the treatment group but these were not statistically significant (P=0.17 and P=0.5). The single main issue was that 6.5% of subjects experienced a bad taste taking the tablet of the sodium bicarbonate, which was then switched to a powder form. In the long term I think this trial will form the basis of a future change in clinical practice. The change will not be immediate as this is the first RCT on pre-ESRD patients with MA and more clinical trials need to be carried out in this area, with a subsequent systematic review and meta-analysis. Overall, the bicarbonate supplementation does offer an advantage over standard treatment, and the fact that bicarbonate itself is simple and very cheap to source and produce with minimal side effects also works in its favour. Future Work and Conclusion There are some changes I would make to the trial. The confidence interval for the treatment group is quite large (0.39 to 4.15 ml/min per 1.73 m2) and the upper limit is close to overlapping with the confidence interval of the control group at the lower limit (4.19 to 7.76 ml/min per 1.73 m2) for the rate in decline of CrCl. So statistically, the treatment may only offer a marginal improvement over the control. In order to achieve a more precise CI, a larger sample size could be used, and a multi-centre trial could be conducted so that the findings can be applied to a wider population. I think the accuracy of the outcomes would also benefit from the use of a placebo and double-blinding. This study focused only on patients in stage 4 CKD. While these patients are likely to experience MA, it may also be beneficial to study the effect on patients in stage 3 CKD. Patients especially in stage 3b CKD (GFR 30-44 mL/min) are at risk of slipping into the stage 4 category and bicarbonate supplementation has potential to act as a preventative treatment. The serum bicarbonate level in the treatment group was maintained at 23 mmol/L or greater. There was no upper limit for the bicarbonate level and considering that the normal range of serum bicarbonate is 22-28 mmol/L, we can see that the trial looked at the lower end of the reference range. I think a future clinical trial should look at the effect of bicarbonate supplementation on stage 4 CKD patients when serum bicarbonate is controlled within a middle range of 24-26 mmol/L and at the upper end range of 26-28 mmol/L. It is encouraging to see that there have been more RCTs investigating the positive outcomes of bicarbonate supplementation on CKD (13-15), however further investigations still need to be carried out to reach an optimal and definitive treatment plan. References 1.Barratt J, Topham PD, Harris KPG. Nephrology. Oxford: Oxford University Press; 2009. 2.Kopple JD, Kalantar-Zadeh K, Mehrotra R. Risks of chronic metabolic acidosis in patients with chronic kidney disease. Kidney Int Suppl. 2005(95):S21-7. 3.Bailey JL. Metabolic acidosis: an unrecognized cause of morbidity in the patient with chronic kidney disease. Kidney Int Suppl. 2005(96):S15-23. 4.Smart NA, Dieberg G, Ladhani M, Titus T. Early referral to specialist nephrology services for preventing the progression to endà ¢Ã¢â€š ¬Ã‚ stage kidney disease. 2009. 5.MacLaughlin HL, Hall WL, Sanders TA, Macdougall IC. Risk for chronic kidney disease increases with obesity: Health Survey for England 2010. Public Health Nutr2010. p. 1-6. 6.Klahr S, Morrissey J. Progression of chronic renal disease. Am J Kidney Dis. 2003;41(3 Suppl 1):S3-7. 7.Shaw JE, Sicree RA, Zimmet PZ. Global estimates of the prevalence of diabetes for 2010 and 2030. Diabetes Res Clin Pract. 2010;87(1):4-14. 8.Guh DP, Zhang W, Bansback N, Amarsi Z, Birmingham CL, Anis AH. The incidence of co-morbidities related to obesity and overweight: A systematic review and meta-analysis. BMC Public Health. 2009;9(1):88. 9.Graham KA, Reaich D, Channon SM, Downie S, Goodship TH. Correction of acidosis in hemodialysis decreases whole-body protein degradation. J Am Soc Nephrol. 1997;8(4):632-7. 10.Williams AJ, Dittmer ID, McArley A, Clarke J. High bicarbonate dialysate in haemodialysis patients: effects on acidosis and nutritional status. Nephrol Dial Transplant. 1997;12(12):2633-7. 11.Jara A, Felsenfeld AJ, Bover J, Kleeman CR. Chronic metabolic acidosis in azotemic rats on a high-phosphate diet halts the progression of renal disease. Kidney Int. 2000;58(3):1023-32. 12.Lowrie EG, Lew NL. Death risk in hemodialysis patients: the predictive value of commonly measured variables and an evaluation of death rate differences between facilities. Am J Kidney Dis. 1990;15(5):458-82. 13.Kovesdy CP. Metabolic acidosis and kidney disease: does bicarbonate therapy slow the progression of CKD? 2012. 14.Abramowitz MK, Melamed ML, Bauer C, Raff AC, Hostetter TH. Effects of oral sodium bicarbonate in patients with CKD. Clin J Am Soc Nephrol. 2013;8(5):714-20. 15.Gaggl M, Cejka D, Plischke M, Heinze G, Fraunschiel M, Schmidt A, et al. Effect of oral sodium bicarbonate supplementation on progression of chronic kidney disease in patients with chronic metabolic acidosis: study protocol for a randomized controlled trial (SoBic-Study). Trials. 2013;14:196.

Ernest Hemongway His Life in his Works Essay -- Essays Papers

Ernest Hemongway His Life in his Works F. Scott Fitzgerald once wrote in a letter to Maxwell Perkins, ‘This is to tell you about a young man named Ernest Hemingway, who lives in Paris (an American)... I’d look him up right away. He’s the real thing.’ This is perhaps the most prophetic statement Fitzgerald ever made in his lifetime, because Ernest Hemingway was indeed ‘the real thing’. Only months after that letter was written, Hemingway’s first book of short stories, In Our Time, was published, and so began the career of one of America’s greatest literary heroes. The works that followed stunned audiences around the world with the clear, concise language that was used, and the elaborate details that allowed millions of people an in depth look into the life of an amazingly interesting man. However, the perfection achieved in his literature was always out of reach to the man himself. But Hemingway was able to use his real life tragedies and make them into timeless masterpieces. That is why to this day it can be said that Ernest Hemingway is the most influential American writer of all time (Turnbull, 167). Born in Oak Park, Illinois on July 21, 1899, Hemingway was raised to appreciate the beauty of nature and the importance of spending time in the wilderness. This love of the outdoors, including fishing and hunting, becomes quite apparent in his later pieces of literature. At the age of eighteen, Hemingway was stationed in Italy, during World War I, as a Red Cross ambulance driver. It was there that he first fell in love with Europe. He was immediately attracted to the beauty of the countryside and the elegance of the cultures there, and would later spend many years of his life on the continent. Herman Melville called the sea his â€Å"Harvard and Yale†, to Ernest Hemingway, the continent of Europe was his (Baker, 17). Not long after his arrival, Hemingway was wounded by an Austrian shell as it exploded nearby killing an Italian soldier, and blowing the legs off of another. The details that followed have been disputed, but one source states that Hemingway, with shrapnel embedded in his leg, carried two wounded soldiers to safety as machine gun fire ripped through his already bloodied limb. It was at the hospital in Milan, while having his leg tended to, where Hemingway first fell in love. She was a Red Cross nurse more... ...ce slept, and to fish where he found the peace and serenity to write the perfect book. Hemingway has been imitated, but never equaled, and it will probably be a very long time before we see another American with his talent, intelligence, and lust for life, emerge with a piece of writing that can thrill us like Hemingway can. Though biographical information has been disputed (much due to the fact that Ernest was known for his tremendous exaggerations), it has been said that â€Å"to find the truth (about Hemingway), you must first look at his fiction†. Hemingway’s life is in his books, and we all have the opportunity to read it (Miller, 181). Works Cited Baker, Carlos Heard. Ernest Hemingway; A Life Story. New York, NY. Scribner. 1969. Loscalzo, Jim. â€Å"Hemingway’s Cuba†. U.S. News and World Report. 26 May 1997. Vol. 122, P. 62. Miller, Louis M. Hemingway: The Writer as Artist. Columbus, Ohio. 1983. Nelson, Gerald B. Hemingway, Life and Works. New York, NY. Facts on File. 1984. Sands, Garret. The Life and Times of Ernest Hemingway. San Francisco, CA. Eliot Publishing. 1981. Turnbull, Andrew. Letters of F. Scott Fitzgerald. New York. 1963. Ernest Hemongway His Life in his Works Essay -- Essays Papers Ernest Hemongway His Life in his Works F. Scott Fitzgerald once wrote in a letter to Maxwell Perkins, ‘This is to tell you about a young man named Ernest Hemingway, who lives in Paris (an American)... I’d look him up right away. He’s the real thing.’ This is perhaps the most prophetic statement Fitzgerald ever made in his lifetime, because Ernest Hemingway was indeed ‘the real thing’. Only months after that letter was written, Hemingway’s first book of short stories, In Our Time, was published, and so began the career of one of America’s greatest literary heroes. The works that followed stunned audiences around the world with the clear, concise language that was used, and the elaborate details that allowed millions of people an in depth look into the life of an amazingly interesting man. However, the perfection achieved in his literature was always out of reach to the man himself. But Hemingway was able to use his real life tragedies and make them into timeless masterpieces. That is why to this day it can be said that Ernest Hemingway is the most influential American writer of all time (Turnbull, 167). Born in Oak Park, Illinois on July 21, 1899, Hemingway was raised to appreciate the beauty of nature and the importance of spending time in the wilderness. This love of the outdoors, including fishing and hunting, becomes quite apparent in his later pieces of literature. At the age of eighteen, Hemingway was stationed in Italy, during World War I, as a Red Cross ambulance driver. It was there that he first fell in love with Europe. He was immediately attracted to the beauty of the countryside and the elegance of the cultures there, and would later spend many years of his life on the continent. Herman Melville called the sea his â€Å"Harvard and Yale†, to Ernest Hemingway, the continent of Europe was his (Baker, 17). Not long after his arrival, Hemingway was wounded by an Austrian shell as it exploded nearby killing an Italian soldier, and blowing the legs off of another. The details that followed have been disputed, but one source states that Hemingway, with shrapnel embedded in his leg, carried two wounded soldiers to safety as machine gun fire ripped through his already bloodied limb. It was at the hospital in Milan, while having his leg tended to, where Hemingway first fell in love. She was a Red Cross nurse more... ...ce slept, and to fish where he found the peace and serenity to write the perfect book. Hemingway has been imitated, but never equaled, and it will probably be a very long time before we see another American with his talent, intelligence, and lust for life, emerge with a piece of writing that can thrill us like Hemingway can. Though biographical information has been disputed (much due to the fact that Ernest was known for his tremendous exaggerations), it has been said that â€Å"to find the truth (about Hemingway), you must first look at his fiction†. Hemingway’s life is in his books, and we all have the opportunity to read it (Miller, 181). Works Cited Baker, Carlos Heard. Ernest Hemingway; A Life Story. New York, NY. Scribner. 1969. Loscalzo, Jim. â€Å"Hemingway’s Cuba†. U.S. News and World Report. 26 May 1997. Vol. 122, P. 62. Miller, Louis M. Hemingway: The Writer as Artist. Columbus, Ohio. 1983. Nelson, Gerald B. Hemingway, Life and Works. New York, NY. Facts on File. 1984. Sands, Garret. The Life and Times of Ernest Hemingway. San Francisco, CA. Eliot Publishing. 1981. Turnbull, Andrew. Letters of F. Scott Fitzgerald. New York. 1963.

Blood Lab

Blood Lab Report Introduction A blood experiment was performed testing four different patients blood to find out their specific blood types. Blood types are categorized in four blood groups based upon the antigen ( proteins on the surface of blood cells that can cause a response from the immune system) (â€Å"Rh factor† 2006) on the surface of the red blood cell. The blood groups are A, B, AB and O, names which are broken down from the ABO blood group system. Although simulated blood was used for the experiment a standard blood typing outcome was still obtained. After conducting the experiment I was able to identify each patients blood type by comparing the antigens and antibodies found within the blood. Materials and Methods Simulated blood, plastic slides, and antiserum were the materials used to perform this experiment. In order to specify each patients blood type it was necessary to place two drops of the simulated blood in each well on the plastic slide labeled A, B, and Rh. After dropping the blood into the specified wells the appropriate antiserum was added to determine the blood type. The three antiserums A, B and Rh were placed accordingly to the matching blood type on the slide, a toothpick was used to mixed the the two together, if agglutination occurred a positive result was indicated. If all three wells on the slide were without agglutination the blood type of the specific individual was identified as O. By concluding which antigens are present in the blood I was also able to figure out which antibodies are present. The antibodies in the blood attack the foreign red blood cells by binding to them. For example type A blood has A antigens and B antibodies, the B antibodies are ready to attack or destroy B antigens (since those antigens would be foreign in this particular persons red blood cells). (â€Å"Blood typing,† 2001) Results The results of the experiment yielded four different blood types. Mr. Green’s blood type is AB+, Ms. Brown is O-, Mr. Smith is A+ and Mr. Jones has a B- blood type. The chart below depicts exactly how I came to these results†¦.. Individual Antigens Antibodies Donate Receive Outcome present present to: from: blood type: 1. Mr. Green A, B, Rh None AB+ universal AB+ . Ms. Brown None A, B, Rh universal O- O- 3. Mr. Smith A, Rh B A+, AB+ O+,O-,A+,A- A+ 4. Mr. Jones B A, Rh B+,B-,AB+,AB- O-,B- B- Discussion The first individual Mr. Green had antigens A, B and Rh present but no antibodies present thus concluding Mr. Green had AB+ type blood. AB+ blood can only be donated to those with the same blood type but can be recipient of any blood t ype (universal recipient). The second individual tested was Ms. Brown, her tests results indicated she had no antigens present on her blood which means she has antibodies A, B, and Rh in her blood. Ms. Brown’s blood type is O- making her a universal donor but can only be a recipient of O- blood during a transfusion. The third individual Mr. Smith had the presence of antigens A and Rh and antibodies B within his blood. Mr. Smith’s blood type is A+. People with A+ blood can only be a donor to people with A+ and AB+ blood, but can receive from blood types O+, O-, A+ and A-. The fourth and last individual tested was Mr. Jones his tests concluded he has B- type blood. Those results came from finding B antigens present as well antibodies A and Rh within his blood. Mr. Jones can donate blood to people with B+, B-, AB+ and AB- blood. He is however only to receive blood from people with O- and B- blood types. Although none of the individuals tested had an O+ blood type it is considered to be the most common blood type. ( American Red Cross) The testing was done very carefully and strategically but does not mean that the results could not yield from a possible error. Errors could have occurred from mixing to much antiserum with the respected blood types giving a false outcome. An error could also happen from not mixing serums well enough to get agglutination leading to the conclusion that the antigen was not present in the blood. According to all the data obtained I feel each individuals’ blood type was identified properly and carefully utilizing all materials and methods required. Answers from questions in lab book: Based on what has been observed I think the antiserum contain antibodies against specific antigens located within the simulated blood. The blood type considered to be the universal donor is O- and the universal recipient is AB+. I believe that not all people with Rh negative blood have the antibodies for Rh positive blood but, I do think that your body is able to produce them when needed. A perfect example is an Rh negative woman who becomes pregnant with an Rh positive baby. A woman body may produce antibodies in response to the Rh positive baby. â€Å"If a small amount of the baby's blood mixes with your blood, which often happens, your body may respond as if it were allergic to the baby. Your body may make antibodies to the Rh antigens in the baby's blood. This means you have become sensitized and your antibodies can cross the placenta and attack your baby's blood. They break down the fetus's red blood cells and produce anemia (the blood has a low number of red blood cells). This condition is called hemolytic disease or hemolytic anemia. It can become severe enough to cause serious illness, brain damage, or even death in the fetus or newborn. † (â€Å"Rh Factor† 2006). The game online helped to demonstrate, even more, how important it is to be precise when figuring out someone blood type. Giving the wrong blood type to a patient during a transfusion or even surgery could lead to their death. Works Cited.. American Red Cross, . Blood types. Retrieved from HYPERLINK â€Å"http://www. givelife2. org/aboutblood/bloodtypes. asp† http://www. ivelife2. org/ aboutblood/bloodtypes. asp (2001, December 3). Blood typing. Retrieved from HYPERLINK â€Å"http:/nobelprize. org/educational_games/medicine/landsteiner/readmore. html† http://nobelprize. org/ educational_games/medicine/landsteiner/readmore. html (2006, April). Rh factor: . Retrieved from HYPERLINK â€Å"http://www. americanpregnancy. org/pregnancycomplications/rhfactor. html† http: www. americanpregnancy. org/ pregnancycomplications/rhfactor. html VanPutte, Regan, Russo, . (2009). Seeley's essential of anatomy & physiology. New York, Ny: McGraw-Hill. Blood Lab Blood Lab Report Introduction A blood experiment was performed testing four different patients blood to find out their specific blood types. Blood types are categorized in four blood groups based upon the antigen ( proteins on the surface of blood cells that can cause a response from the immune system) (â€Å"Rh factor† 2006) on the surface of the red blood cell. The blood groups are A, B, AB and O, names which are broken down from the ABO blood group system. Although simulated blood was used for the experiment a standard blood typing outcome was still obtained. After conducting the experiment I was able to identify each patients blood type by comparing the antigens and antibodies found within the blood. Materials and Methods Simulated blood, plastic slides, and antiserum were the materials used to perform this experiment. In order to specify each patients blood type it was necessary to place two drops of the simulated blood in each well on the plastic slide labeled A, B, and Rh. After dropping the blood into the specified wells the appropriate antiserum was added to determine the blood type. The three antiserums A, B and Rh were placed accordingly to the matching blood type on the slide, a toothpick was used to mixed the the two together, if agglutination occurred a positive result was indicated. If all three wells on the slide were without agglutination the blood type of the specific individual was identified as O. By concluding which antigens are present in the blood I was also able to figure out which antibodies are present. The antibodies in the blood attack the foreign red blood cells by binding to them. For example type A blood has A antigens and B antibodies, the B antibodies are ready to attack or destroy B antigens (since those antigens would be foreign in this particular persons red blood cells). (â€Å"Blood typing,† 2001) Results The results of the experiment yielded four different blood types. Mr. Green’s blood type is AB+, Ms. Brown is O-, Mr. Smith is A+ and Mr. Jones has a B- blood type. The chart below depicts exactly how I came to these results†¦.. Individual Antigens Antibodies Donate Receive Outcome present present to: from: blood type: 1. Mr. Green A, B, Rh None AB+ universal AB+ . Ms. Brown None A, B, Rh universal O- O- 3. Mr. Smith A, Rh B A+, AB+ O+,O-,A+,A- A+ 4. Mr. Jones B A, Rh B+,B-,AB+,AB- O-,B- B- Discussion The first individual Mr. Green had antigens A, B and Rh present but no antibodies present thus concluding Mr. Green had AB+ type blood. AB+ blood can only be donated to those with the same blood type but can be recipient of any blood t ype (universal recipient). The second individual tested was Ms. Brown, her tests results indicated she had no antigens present on her blood which means she has antibodies A, B, and Rh in her blood. Ms. Brown’s blood type is O- making her a universal donor but can only be a recipient of O- blood during a transfusion. The third individual Mr. Smith had the presence of antigens A and Rh and antibodies B within his blood. Mr. Smith’s blood type is A+. People with A+ blood can only be a donor to people with A+ and AB+ blood, but can receive from blood types O+, O-, A+ and A-. The fourth and last individual tested was Mr. Jones his tests concluded he has B- type blood. Those results came from finding B antigens present as well antibodies A and Rh within his blood. Mr. Jones can donate blood to people with B+, B-, AB+ and AB- blood. He is however only to receive blood from people with O- and B- blood types. Although none of the individuals tested had an O+ blood type it is considered to be the most common blood type. ( American Red Cross) The testing was done very carefully and strategically but does not mean that the results could not yield from a possible error. Errors could have occurred from mixing to much antiserum with the respected blood types giving a false outcome. An error could also happen from not mixing serums well enough to get agglutination leading to the conclusion that the antigen was not present in the blood. According to all the data obtained I feel each individuals’ blood type was identified properly and carefully utilizing all materials and methods required. Answers from questions in lab book: Based on what has been observed I think the antiserum contain antibodies against specific antigens located within the simulated blood. The blood type considered to be the universal donor is O- and the universal recipient is AB+. I believe that not all people with Rh negative blood have the antibodies for Rh positive blood but, I do think that your body is able to produce them when needed. A perfect example is an Rh negative woman who becomes pregnant with an Rh positive baby. A woman body may produce antibodies in response to the Rh positive baby. â€Å"If a small amount of the baby's blood mixes with your blood, which often happens, your body may respond as if it were allergic to the baby. Your body may make antibodies to the Rh antigens in the baby's blood. This means you have become sensitized and your antibodies can cross the placenta and attack your baby's blood. They break down the fetus's red blood cells and produce anemia (the blood has a low number of red blood cells). This condition is called hemolytic disease or hemolytic anemia. It can become severe enough to cause serious illness, brain damage, or even death in the fetus or newborn. † (â€Å"Rh Factor† 2006). The game online helped to demonstrate, even more, how important it is to be precise when figuring out someone blood type. Giving the wrong blood type to a patient during a transfusion or even surgery could lead to their death. Works Cited.. American Red Cross, . Blood types. Retrieved from HYPERLINK â€Å"http://www. givelife2. org/aboutblood/bloodtypes. asp† http://www. ivelife2. org/ aboutblood/bloodtypes. asp (2001, December 3). Blood typing. Retrieved from HYPERLINK â€Å"http:/nobelprize. org/educational_games/medicine/landsteiner/readmore. html† http://nobelprize. org/ educational_games/medicine/landsteiner/readmore. html (2006, April). Rh factor: . Retrieved from HYPERLINK â€Å"http://www. americanpregnancy. org/pregnancycomplications/rhfactor. html† http: www. americanpregnancy. org/ pregnancycomplications/rhfactor. html VanPutte, Regan, Russo, . (2009). Seeley's essential of anatomy & physiology. New York, Ny: McGraw-Hill.

Lusus Naturae by Margaret Atwood Essays

Lusus Naturae by Margaret Atwood Essays Lusus Naturae by Margaret Atwood Paper Lusus Naturae by Margaret Atwood Paper Lusus Naturae is about a young girl, who around when she was seven, began morphing into a beastly freak of nature. The condition left her with yellow eyes, pink teeth, red fingernails, and long dark fur. She drank blood and her voice translated words to growls. Being a freak, she became a burden to her family who was doing well before she underwent these changes. To protect her and to clear their name from being the household with the beast girl, they faked her death but kept her locked in her room. She â€Å"died† in a saintly way, covered in white and praised for dying a virgin. After her death, her sister was able to get married and her mother stayed home to take care of her. Being thought of as dead, she found peace and solitude especially at night when she was able to roam freely. She found excitement in scaring children and people in windows. She was not bitter about being an embarrassment or â€Å"curse† on her family. She was very cooperative and gracefully followed through with the plans so far. Eventually, her father and grandmother died and her mother moved in with her sister’s family. A new family moved into her house, but she quickly scared them out and lived there on her own. Her secret life came to an end when she witnessed a couple having an affair in a meadow. Ignorant to what was happening, she became curious and wanted to join in. After the girl had left, she approached the sleeping man and bit him on the neck. She had meant for it to be a kiss. The village heard about it, inspected her empty coffin, and came after her. She decided to kill herself before they could get their hands on her. She planned to put on her white veils and throw herself off of her burning rooftop. While on the run she fantasizes about what she’ll be thought of as after she dies and what she’ll look like in heaven. She thinks of how great it would be if she and the angels looked the same. This story well illustrates what it is like to b

Thesis on Pr and Advertising Essays

Thesis on Pr and Advertising Essays Thesis on Pr and Advertising Essay Thesis on Pr and Advertising Essay Essay Topic: A Very Old Man With Enormous Wings Push Precious Summer Internship Report Development Credit Bank Present and Future Report submitted in partial fulfillment of degree of Bachelors of Business Administration (MS) Submitted to: Mrs. Apeksha Huda Faculty Guide Submitted By: Raghav Mehra BBA(MS) 2008-20011 Roll No. A3914708014 Amity School of Business Amity University Acknowledgement I, Raghav Mehra, owe enormous intellectual debt towards towards my dissertation guide Mrs. Apeksha Huda, Faculty, Amity School of Business, Amity University who has augmented my knowledge in the field of marketing and has given me invaluable insight into the subject. I am obliged to him for being extremely patient and helpful towards me and giving me sufficient time for discussion and guidance at all stages of my work. My increased spectrum of knowledge in this field is the result of his continuous supervision in directing me to absorb relevant and high quality information. I would also like to thank our respected Director Mam, Mrs. Alka Munjal for giving me such an opportunity and platform to accomplish my dissertation report successfully. I would like to thank all those people who helped me in the successful ompletion of my project by giving their precious time in filling my questionnaires without which it would not have been possible to complete my project. Raghav Mehra Contents Banking System in India Executive Summary Introduction About the Project Objective Research Methodology Literature Review 1. Public relation 2. Understanding PR 3. Advertising 4. Advertising- types and how to use it in the 5. present Business Scenario 6. The Objective of an Advertiser’s Right Selection 7. Role of media vehicles in Advertisement 8. The Better Tool of Communication 9. An Analysis PR Vs Advertising 10. The Present scenario 11. The Research 12. Findings, analysis and recommendations 13. Future of advertising Banking System in India Currently, India has 96 scheduled commercial banks (SCBs) 27 public sector banks (that is with the Government  holding a stake), 31 private banks (these do not have government stake; they may be publicly listed and traded on stock exchanges) and 38 foreign banks. They have a combined network of over 53,000 branches and 49,000  ATMs. According to a report by ICRA Limited, a rating agency, the public sector banks hold over 75 percent of total assets of the banking industry, with the private and foreign banks holding 18. 2% and 6. 5% respectively In the early 1990s, the then  Narsimha Rao  government embarked on a policy of  liberalization, licensing a small number of private banks. These came to be known as  New Generation tech-savvy banks, and included Global Trust Bank (the first of such new generation banks to be set up), which later amalgamated with Oriental Bank of Commerce,  Axis Bank(earlier as  UTI Bank),  ICICI Bank  and  HDFC Bank. This move, along with the rapid growth in the  economy of India, revitalized the banking sector in India, which has seen rapid growth with strong contribution from all the three sectors of banks, namely, government banks, private banks and foreign banks. The next stage for the Indian banking has been set up with the proposed relaxation in the norms for Foreign Direct Investment, where all Foreign Investors in banks may be given voting rights which could exceed the present cap of 10%,at present it has gone up to 74% with some restrictions. The new policy shook the Banking sector in  India  completely. Bankers, till this time, were used to the 4-6-4 method (Borrow at 4%;Lend at 6%;Go home at 4) of functioning. The new wave ushered in a modern outlook and tech-savvy methods of working for traditional banks. All this led to the retail boom in India. People not just demanded more from their banks but also received more. Currently (2007), banking in India is generally fairly mature in terms of supply, product range and reach-even though reach in rural India still remains a challenge for the private sector and foreign banks. In terms of quality of assets and capital adequacy, Indian banks are considered to have clean, strong and transparent balance sheets relative to other banks in comparable economies in its region. The Reserve Bank of India is an autonomous body, with minimal pressure from the government. The stated policy of the Bank on the Indian Rupee is to manage volatility but without any fixed exchange rate-and this has mostly been true. With the growth in the Indian economy expected to be strong for quite some time-especially in its services sector-the demand for banking services, especially  retail banking, mortgages and investment services are expected to be strong. One may also expect MAs, takeovers, and asset sales. In March 2006, the Reserve Bank of India allowed Warburg Pincus to increase its stake in Kotak Mahindra Bank (a private sector bank) to 10%. This is the first time an investor has been allowed to hold more than 5% in a private sector bank since the RBI announced norms in 2005 that any stake exceeding 5% in the private sector banks would need to be vetted by them. In recent years critics have charged that the non-government owned banks are too aggressive in their loan recovery efforts in connection with housing, vehicle and personal loans. There are press reports that the banks loan recovery efforts have driven defaulting borrowers to suicide. Executive Summary Today’s business world has become very competitive. To keep pace in this competitive environment it is very necessary for a marketer to communicate about the company’s offerings to consumers. All the element of promotional mix work to communicate with the audience. Marketers use communications in an attempt to persuade customers to act in a desired manner. Thoughts about the Future of Advertising Skeptics who forecast the demise of advertising ignore the fact that business and other enterprises have an innate need to communicate with their publics. The real question is not will advertising continue to be an important tool of business communication but simply, what forms will advertising take in the future? Certainly a host of issues related to change face the advertising business. Such issues include the relative importance of the various types of advertising over time, who will pay for what, what controls might be appropriate in light of the changing media environment, and so on. While changes and improvements in traditional mass media continue to occur, a massive change is underway which blends the efficiency of traditional mass media and the marketing potential of ones of this blending include, most importantly, the internet, but also personalized supermarket checkout coupons and personal in-flight video screens. Now the issue arise how advertisers can participate in the development of such media to the benefit of all the parties involved. Development Credit Bank A Quick Brief A new generation private sector bank, Development Credit Bank (DCB) is the preferred banking services provider across 80 state-of-the-art branches across 10 states and two union territories. The Bank has recently launched several value added initiatives and intends to become one of the country’s preferred and profitable private sector banks, providing a comprehensive suite of â€Å"best in class† products for customers in Retail, SME and Corporate Banking market segments in chosen geographies. DCB has deep roots in India since its inception in the 1930’s. Its promoter the Aga Khan Fund for Economic Development (AKFED) holds over 23% stake. AKFED is an international development agency dedicated to promoting entrepreneurship and building economically sound enterprises in the developing world. It had co-promoted HDFC in India in the late seventies. AKFED operates as a network of affiliates comprising 90 separate project companies. Employing over 30,000 people, it reported annual revenues in excess of US$1. 5 billion. The Fund is active in 16 countries in the developing world. The Past Built on over 78 years of trust, tradition and togetherness, DCB was converted into a Scheduled Commercial Bank on May 31,1995, in the wake of India’s economic liberalisation. It was the only co-operative bank, which successfully crossed over and thrived in the face of change. The Bank has a network of 80 state-of-the-art, customer friendly, and conveniently located branches across the states of Maharashtra, Gujarat, Andhra Pradesh, Karnataka, Delhi/ NCR, Rajasthan, Goa, Tamil Nadu, Haryana, West Bengal and the Union Territories of Daman ; Diu and Dadra ; Nagar Haveli. Spreading wings, with the wind beneath Under the table guidance of an experienced Board of Directors and the leadership of a dynamic senior management team DCB strategically aims to enhance its reach and spread, while introducing exciting new banking products for its customers. Seamless, flawless and timely service To adhere to its vision of becoming the gold standard in customer service in Indian banking, intensive training and service quality programmes have been initiated with customer delight becoming the key focus of the Bank. This will become the lifeblood of DCB and act as its key differentiator. Not just a Bank, a Financial Supermarket DCB intends to offer an extensive range of products across its branches. Suitable variants of the basic products like savings and current accounts as well as innovative products such as the ‘DCB Trio’ and ‘Easy Business,’ keep DCB ahead of the pack. Demat Account and a range of investment products like mutual funds, insurance and bonds make the product offering complete. Close to its roots, yet flying high Since its inception, DCB has always taken an active interest in developing low-cost customer deposit products and providing for the needs of small and medium businesses in select regions. It continues to fulfil every consumer need with great enthusiasm. The Bank is also suitably equipped with the latest versions of Finacle from Infosys and Oracle to provide seamless service to its customers. A Bank for its people The pan-India employee teleconferences and introduction of performance-based incentives have already charged the existing work force. Given its reputation for being a non-hierarchical and dynamic organisation, DCB is one of the chosen destinations for aspiring banking professionals. A grip on the future The Bank has an active and robust treasury, managing its interest rate risks nd liquidity by providing an uninterrupted flow of funds, positioning the Bank for future growth. About the Dissertation Objective:- The aim of choosing this bank is â€Å"to provide a guideline to businesses, based on which, they can frame and implement suitable strategies pertaining to the form of Advertising as a part of marketing communication with respect to the continues changi ng business scenario†. The thesis has overall identified the need of Advertising and PR, how is it different from each other and how it is effecting the business of today. We all know that these tools of communication become the bread and butter of any organization. This is because they want to be noticed and known in the business environment. The brief giving how this dissertation aims to find out the true analysis of these two most effective communication tools are: * The research would aim at giving an insight of the importance and need advertising and PR in marketing of products and services with the aim of brand building and recall building initiative. * The research would give an analysis how each of the above affect the present business in Indian scenario and what is its impact on the same. The present status as a tool of marketing communication * The future prospect as a tool of marketing communication * To find out why should a particular company take the strategy of undertaking Advertising or PR as tools of marketing * To examine which is the best tool of marketing among the two. * To find out the perception of advertising from the perspectiv e of customer. Research Methodology Apart from the Secondary data analysis, to give it a back up with the perceptions and suggestions certain methodologies have been undertaken to make this dissertation or thesis a more proactive. The research methodology would be kept very simple. The research would concentrate on both Primary and secondary data research, wherein; the following resources have been followed to collect the data. For primary data collection * Questionnaire design * Personal Interviews For secondary data collection * Articles * White Papers * Management Books * Magazines * Internet A total of 60 respondents were selected Filling up of questionnaire- 55 Personal Interviews- 5 This is a very interesting and hot topic in the business scenario. So the businesses should understand, what were there achievements in satisfying there customer in the Indian market, and accordingly should make strategies for the same. All business wants to market itself and so PR and Advertising have become two of the most suitable methods to build the brand, which would help them to be profitable in the competitive world. Thus, the research and the thesis would provide an analysis from all aspect- be it the need, importance, the current status, satisfying the present to fulfill the future. The perceptions and suggestions would give the reader a thorough understanding and help to take future decisions. The total thesis would be made after proper research and inputs from best of the people in the industry. Suitable examples, references of the persons contacted would be provided. Literature Review Chapter 1 Public Relation Public Relations as a subset of marketing communication is becoming increasingly important in India. Public relations helps an organization and its public to adapt mutually to each other. Often, it is a term used to describe both, a way of looking at an organizations performance and a program of activities. The public relations function takes many forms in different organizations, including public information, investor relations, public affairs, corporate communications, employee relations, marketing or product publicity, and consumer service or customer relations. Basic to all public relations, however, is communicating. Well-planned, effectively handled communications are increasingly seen as essential to the success and even existence of organizations and causes in todays changing world. Every organization-government, business, labor, professional, trade, health, cultural, financial, recreational, educational and public service-depends on people. Their attitudes, attention, understanding, and motivation can be critical to the success or failure of an organization or idea. A public relations, at its best, not only tell an organization’s â€Å"story† to its publics, but also helps in shaping the organization and the way it performs. Through research, measurement and evaluation, public relations professionals determine the concerns and expectations of the organizations publics and explain them to management. A responsible and effective public relations program is based on the understanding and support of its publics. PR is a non-personal form of promotional communication but (in contrast with advertising) is a non-paid form. For example many newspapers and magazines regularly carry news about new launches etc with a view to inform their readers. At random if we pick up the Financial Express of 18. 10. 99. Then on page-7 of the newspaper there are three news items: * Sikkim Dairy Products and Ind. Swiss company had introduced a range of fresh and natural cheese. * Mercedes Benz is offering pre-owned (i. second hand) Mercedes at Rs. 12. 5 lakh onwards: against the new Mere price of Rs. 28 lakh. * Navneet Publications has introduced games for children. Since these items of news, even if they occupy newspapers space, they dont have to be paid for by the marketers. This is what is PR of the respective brands. General Features of PR: * Unpaid: Already explained above. * No identified sponsor: Here the news is supposedly given by the PR firms to the respective media, through which the news get published; and not by the company. To that extent it is more believable. In other words when the main objective of communication is to create conviction then PR through independent media exposure may prove to be better than through advertising. * Credibility: Since the news seems to have come from an independent unbiased source it appears more authentic. For instance, on 7. 4. 2000 Times of India Delhi edition carries a news item discussing the virtues of Compaq 7800, their latest offering. This naturally will be believed more by a potential buyer than an advertisement for the same product. * Additional Reach: This information reaches even those who otherwise may decide to ignore an advertisement. More so because while reading a newspaper one may decide that he has bought it to read news not ads. * No/ low cost: Thus as explained earlier, when a Fashion columnist covers the show organized by say Ritu Beri, she only extends her courtesy of an invitation card and may be a cocktail party post fashion show. * No Control: Greatest demerit is that we cannot control PR. Thus, it could be negative PR whereby the product may be criticized. The newspaper may decide to ignore the particular brand, since it may not find it worth publicizing. Chapter 2 Understanding PR Today business success depends not just on new and better products but equally on being heard in public forums. As the country begins to develop new rules of the economic game, business needs a credible presence – with customers, employees, shareholders, financers, journalists, government officials and law makers. This will provide the cutting edge to competitiveness. Dealing with the scrutiny of various interest groups, being heard in various forums through public affairs communication, is what Public Relations is all about. The main functional area of Public Relations encompasses the following aims: * Understanding and analyzing public opinion, attitudes and issues which might have an impact on the organisation’s plans and operations. * Counseling organisation’s management on policy decisions, courses of action and communication with regard to organisation’s social responsibilities. * Researching, conducting and evaluating on a continuing basis, programs of action and communication to achieve informed public understanding necessary to the success of an organization. * Planning and implementing the rganisation’s effort to influence or change public policy. * Managing the resources needed to perform all above. Media is the all-pervasive means of building perceptions and images. When a PR program is planned, each medium gets its own individual consideration. In-depth study of the present communication strategy in your organization marks the beginning of a committed relationship. Even specific short term projects involve being responsive and proactive to public opinion. Our expertise in the consultancy arena is an added advantage. The Activities of PR The basic Activities concerned are: * Media Relations * Editorial Services Media Update * Image ; Brand Management * Event Management * Communication Workshops * Government Relations ; Lobbying * Crisis Management * Employee Relations ; Consumer Relations * Advertisement Management * Corporate Films * Investor Relations * Public Opinion ; Market Research MEDIA RELATIONS This is the first step towards being known in the media. For this, their media relation team needs to give that extra push in generating newer media contacts on a regular basis. The stronger the relationship with the media, the easier it gets to get you covered in the publications and electronic media. The main activities pertain to: * Create strategies to effectively work with the media. * Build proactive relationships with the media that benefit the clients. * Plan, publicize and provide services for press conferences and media briefings. * Work on an ongoing basis to position your company in a positive light. EDITORIAL SERVICES This is a very specialized service wherein, after understanding the client requirements, seasoned client servicing and copywriting experts develop editorial write-ups to get printed in the various target publications. The main activities pertain to: Create support products, including fact sheets, brochures and other forms of marketing material. * Develop news releases, news advisories and media kits, in journalism form. * Pen guest commentaries and letters to the editor for submittal. * Write speeches and presentations. MEDIA UPDATE An active PR campaign for a client goes waste, if the media is not informed about the right things at the right time. The me dia update service helps its clients to stay in news always. The main activities pertain to: * Insight on what to expect from the media in its news and editorial coverage. Advance warning on what reporters may ask and how they may ask it. * Timely updation of newsworthy information to the target media. GOVERNMENT RELATIONS ; LOBBYING It is very important to know how to communicate with all levels of government, in ways they appreciate and understand. Whether the political participation at an event is to be catered to, have the intention to reach a politician on an issue, or simply need an appropriate political invitation list, we can provide access to the policy makers. The main activities pertain to: Conduct thorough, accurate research to acquire an in-depth picture of the community and its governmental structure, policies and procedures. * Cultivate and nurture an effective network of community support. * Implement grass-roots and governmental strategies. * Assist with the prepara tion of public presentations. CRISIS COMMUNICATION Crisis management begins with an audit of potential problems caused by internal or external forces. From the audit, we would identify loopholes, develop necessary internal communications procedures and train your management through simulated crisis. The main activities pertain to: Development of emergency response and communications plans. * Advance planning. * Creation of media and community contact directories. * Media training prior to an actual crisis situation. * Crisis management plans that deal with the media. * Consultation and real-time strategic planning during a crisis. * Day-by-day analysis of media coverage. EVENT MANAGEMENT Today the work of PR is not only restricted to the realm of getting coverages only. It has further advanced to create, manage and publicize events for clients, from international launch to national seminars, from social events to cultural evenings. Whether its a large-scale public event or an industry conference, a splashy product launch or a celebrity night, the PR firms handles events with flair. Original ideas and flawless execution are the only accepted standards. From venue recommendations to the invitation list, the final result is that the events produce impressive and measurable results. The main activities pertain to: * Conceptualize and deliver events of any magnitude * Co-ordinate all third party negotiations and vendor arrangements * Design of all invitations * Dispatch and follow-ups of all invitations Arrangement for special guests of honor, celebrities, politicians, etc. COMMUNICATION WORKSHOPS It is highly imperative for the corporate spokesperson, who would be the face of the company he represents to speak out something awkward or unwanted in any corporate interview with the media. The PR objective becomes prominent in designating corporate spokesperson getting to interact with a senior media personality in ord er to brush up their skills in handling various media queries with poise an d elan. The main activities pertain to: * Briefings on how to communicate with the media. * Insight into what to expect from the media. Tips on how to prepare for an interview. * Mock interviews so you can practice techniques needed to succeed. * Talking points that turn your ideas into concise, quotable statements. ADVERTISEMENT MANAGEMENT An important element of public relations can be an advertising program that supports other communications strategies, such as media relations. But, one needs to strategize the media plan so that it can complement the editorial support effectively. The main activities pertain to: * Research advertising potential and recommend outlets. * Create a comprehensive advertising program. * Write copy for print advertising. Produce print advertising. PUBLIC OPINION AND MARKETING RESEARCH Public opinion research and marketing research provide essential information for strategic deci sion making. The in-house expertise and necessary capabilities to provide clients with the best and most useful strategic data possible is the main idea. A effective Pr would recommends a ‘Comprehensive Reputation Audit Assessment Systems’ (CRAAS) which helps us understand the market perception of the client’s strengths, weaknesses, challenges and its positioning in the market, in order to formulate a proper media strategy. The main activities pertain to: * Identify perception parameters * Map your company perception vis-a-vis your competitors. * Strategies media communication based on the positive perception results. IMAGE AND BRAND MANAGEMENT In the emerging marketplace, the corporate brand and image is being dramatically redefined. While the corporate brand is now understood to be a valuable asset, many companies are struggling to realize its full potential. The corporate branding practice is dedicated to developing the corporate brand as a potent and sustainable competitive advantage, and maximizing its utility to our clients. The main activities pertain to: * Brand Development, (research, segmentation, analysis, identity development, strategic planning) * Brand Expression (targeting, messaging, program execution) * Measurement / Program refinement. EMPLOYEE RELATIONS CONSUMER RELATIONS In the battle for share of mind and market, your internal audiences are the front lines. No corporation or organization can hope to communicate persuasively and productively with outside audiences unless and until it has gotten the message to its own employees, distributors and other business partners. The main activities pertain to: Advising clients on internal communication best practices * To providing editorial and graphic design for magazines, newsletters and marketing materials * Bolstering morale through poster and exhibit design. * Newsletters * Consumer Surveys * Consumer oriented Events * Tie ups and Associations INVESTOR RELATIONS SERVICES The investor relations services are designed to increase your market valu e and broaden your shareholder base. The effective PR strategies would make the respective company standout among the thousands of investment opportunities battling for each investors rupees. After extensive market research, developing and communicating a compelling investment thesis for owning the companys Stocks and Securities following the guidelines and rules of SEBI. The main activities pertain to: 1. Financial Messaging 2. General Investor Relations 3. Pre-IPO Communications 4. Mergers and Acquisitions The PR spend The Rieses still see a role for advertising, but primarily as a defense mechanism for established brands and products, not as a builder of new ones. Public relations specifically publicity and the resulting word of mouth are what really build new brands, they maintain. Most industry executives might dismiss that as a gross generalization but all agree that PR is an important and growing tool being increasingly used by marketers. However, both suffered for year. PR spending has long paled compared to ad spending, given the lack of media expense and relative lack of production expense involved. A 2001 survey by Thomas L. Harris/Impulse Research found consumer-products companies, for example, spend about 0. 05% of revenue on PR. Thats a tiny fraction of the 2% to 10% of revenues such companies ordinarily spend on overall marketing expense. The survey also found that marketers cut PR budgets as a percent of sales from 0. 09% to 0. 07% last year, a 29% drop. The percentage of client PR budgets earmarked for product publicity, however, actually went up five points to 23%, even though total spending on product publicity actually went down 10% to $518 million. In India the Public Relations industry reached a major milestone last year in December with the launch and formation of Public Relations Consultants Association of India (PRCAI), an umbrella body representing all the professional consultancies in India. The PRCAI, mooted by a group of seven leading public relations firms, is a pioneering body that will represent the over Rs. 1 billion industry, which employs more than 8,000 professionals today. Union Budget 2006-07: Public Relations firms ready for service tax The public relations fraternity has welcomed Finance Minister P Chidambarams proposal in the Union Budget 2006-07, presented in Parliament on February 28, to formally bring PR services under the service tax net. The Finance Minister also proposed to raise the service tax rate from 10 per cent to 12 per cent and widen the indirect tax net to double the collections to Rs. 4,500 crore in 2006-07. During 2005-06, the government is likely to collect Rs 23,000 crore as against the budget estimate of Rs 17,500 crore. Speaking about the repercussions of service tax on the PR industry, Perfect Relations Cherian said, I believe the move will lead to consolidation among the small and non-organised PR firms because they may find it diffic ult to cope with the service tax burden. These small firms will ultimately be acquired by bigger firms. Chapter 3 Customer Relationship Management in context to Public Relation Customer relationship management (CRM)  is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes- principally  sales activities, but also those for  marketing,  customer service, and  technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management denotes a company-wide business strategy embracing all client-facing departments and even beyond. When an implementation is effective, people, processes, and technology work in synergy to increase profitability, and reduce operational costs. Chapter 4 The Research A research was conducted for making this thesis a more value addition and to provide a basis to the industry to choose the right mix of communication tool for laying down a more successful business. Based on the questionnaire given below, the research was conducted Research Methodology and Data Sources: The research was started with an Exploratory Research, it included interviews. Exploratory Research seeks to investigate preferences and the impact towards the current business scenario. On the bases of this research various hypothesis was framed and tested on the basis of information collected through a survey. The survey was done on the basis of a questionnaire. The following are the factors have been taken into consideration while seeking out the information for the assessment: Methodology used The data collection tools used was: * Questionnaire Personal Interview The personal interview are based on the question â€Å" Which one do you think is more impactful communication tool and how does it create an impact in the present business scenario? The questionnaire comprising of 12 questions covered all the relevant aspects that were required for the survey among 60 respondents. Demographic Profile| Age group 18 years and aboveGender Male and Fe male| Psychographics profile| All the people who were existing customers of the bank and can give their views on the same to let us know their preference level. Geographic location| Chandni Chowk (Old Delhi) branch of Development Credit Bank| Questionnaire CUSTOMER SERVICE RATING APPEAL TO THE CUSTOMERS Dear Respondent, The objective of this survey is to know the point of views of the costumer about the bank and what do they think and level of satisfaction derived from the bank; this would help us in improving our future services. I would be very grateful to you for filling the questionnaire and being a part of this research PART A QUALITATIVE ASPECTS Sl. No. | Services| Ratings| 1. | Cleanliness, Layout, Access to the entrance,Visibility of Signboards| V. Good| Good| Average| Poor| 2. | Space available for sitting / waiting / writing| V. Good| Good| Average| Poor| 3. | Easy availability of loose pay-in-slips,withdrawal slips, DDs / TTs forms ; challans etc. | V. Good| Good| Average| Poor| 4. | Availability of services of staff members for any enquiry, problems or Guidelines for various deposit schemes, theirAdvantages| V. Good| Good| Average| Poor| 5. | General behaviour of the members of staff| V. Good| Good| Average| Poor| 6. | Availability of services at ComputerisedCounters eg. Knowing the balance, Debit /Credit of instruments etc. and delivery of printed Pass Books / Statements| V. Good| Good| Average| Poor| 7. | Expert services available in handling ofimport / export business| V. Good| Good| Average| Poor| 8. | Compliance of standing instructions| V. Good| Good| Average| Poor| 9. | Availability of Complaint Register on demand| Easily availableon Demand| Not available| 10. | Any complaint lodged by you is still to beredressed. If so please put the date of complaintlodged with the branch| None| Not attended (putdate of lodgementof complaint)| B. Quantitative Aspect Sl. No. Staff initiative to minimise waiting hours of the customers at the Counter| | | | 1. | Payment of Cash, Cheques, Demand Drafts| within 15mts. | 15-30mts. | More than30 mts. | 2. | Receipt of Cash in the accounts / purchase ofDDs and in other accounts| within 15mts. | 15-30mts. | More than30 mts. | 3. | Delivery of Demand Drafts / Pay Orders / BankOrders| within 20mts. | 20-30mts. | More than30 mts. | 4. | Delivery of Fixed Deposit Receipts| within 20mts. | 20-30mts. | More than30 mts. | 5. | Updating of Savings / RD Pass Books (Whereentries are not more)| Within15 mts. | 15-30mts. Morethan 30mts. | Morethan 1day| 6. | Issue of Cheque Books in Current / SB a/cs| Within15 mts. | 15-30mts. | Morethan 30mts. | Morethan 1day| 7. | Issue of Statement of Accounts (Manual)| Within 7days| 7-15 days| More than15 days| 8. | Issue of Statements of Acc ounts / Pass Books(on Computers)| Instantly| More than30 mts. | More than1 hour| Findings and Analysis PART A QUALITATIVE ASPECTS Question 1: Cleanliness, Layout, and Access to the entrance, Visibility of Signboards? 69%+25% of people believe on clean layout of the bank Question 2: Space available for sitting / waiting / writing 5%+45% of people believe in space availability of the bank Question 3: Easy availability of loose pay-in-slips, withdrawal slips, DDs / TTs forms ; challans 80% of customer can easily find the required documentations Question 4: Availability of services of staff members for any enquiry, problems or Guidelines for various deposit schemes, their Advantages Question 5: General behavior of the members of staff In both the questions the respondents likes the way they are treated Question 6: Availability of services at Computerized Counters eg. Knowing the balance, Debit /Credit of instruments etc. and delivery of printed Pass Books / Statements The evidences ar e easy to submerge Question 7: Expert services available in handling of import / export business As per requirement customers availing import export services have responded well Question 8: Compliance of standing instructions If possible all complaints are taken on vain Question 9: Availability of Complaint Register on demand Every complain is registered Question 10: Any complaint lodged by you is still to be redressed. If so please put the date of complaint lodged with the branch Every registered complain is solved PART B QUANTITATIVE ASPECTS Question 1: Payment of Cash, Cheques, Demand Drafts Only 2% of bills are not served well Question 2: Receipt of Cash in the accounts / purchase of DDs and in other accounts To maintain the regular cash equity balance Question 3: Delivery of Demand Drafts / Pay Orders / Bank Orders Safe delivery leads safe deposits Question 4: Delivery of Fixed Deposit Receipts With 7. 75% of interest rate on f. ds Question 5: Updating of Savings / RD Pass Books (Where entries are not more) Machines lead to mass and efficient production and services Question 6: Issue of Cheque Books in Current / SB a/cs Question 7: Issue of Cheque Books in Current / SB a/cs Question 8: Issue of Statements of Accounts / Pass Books (on Computers) Desperate times need desperate measures Interviews The personal interview is based on the question â€Å"Which one do you think is more impactful communication tool and how does it create an impact in the present business scenario? † Out of all the interviews, few of the worth mentioning COMMENTS are given as follows. ‘I think D. C. B is more effective since it concentrates on their present customer so well that they can reach a wider mass through word of mouth. If a company want to make itself and its product and services prominent in the market vis a vis its competitors, it should be able to communicate it to the target audience. If you consider this fact that India, is widely a rural country and a huge part of the population is illiterate, you can reach them through attractive and pictorial cum sound based advertisement. Thus, I think the company has a potential to grow and be more effective. ’ Mrs. Gurdeep Kaur Housewife ‘I think today Development Credit bank can do more than just what they are doing. An Advertising can deliver the message to the target audience in a more prominent way that PR. A Company should be in the position to adopt the best communication tool for itself . Although I have seen a couple of advertisements of the bank in the local newspapers but it would be better that the company take a step ahead and work on a better mass media. The present business scenario is very complex, yet interesting. So to keep pace with it as well as the competitiveness, the companies needs to make the right choice’ Ravi Perti Client Servicing, Adcon Services. Comments besides the questionnaire and the inteview Mr. Ashis Nigam: finds the bank to be very good as has recently shifted from H. D. F. C Mr. Bhandari, Medi Slabs: has the best experience in the online banking Mr. Manu Jain: finds staff to be less White Paper On Daily Rituals of the World A recent study by ad agency BBDO Human beings are creatures of habit- the morning coffee with two sugars, the post-lunch brush and floss, the bedtime yoga routine with lights dimmed. Advertisers, on the other hand, often try to break those habits by wedging new products and services into various parts of the day. Now comes ad giant BBDO Worldwide with its latest weapon to help clients get an edge: An extensive global study of daily rituals. Unlike habits or routines, which may be ingrained but carry no emotional meaning, a ritual is described in the study as a defined series of actions that helps us transform from one emotional state to another. Many of those actions involve favorite things, naturally, and BBDOs hope is that the data will help clients insert their products into those rituals. We didnt have categories or brands in mind, says Tracy Lovatt, director of behavioral planning at BBDO North America. We wanted to study the power of rituals in our lives. The study comes at a time when ad agencies are struggling to find new ways to reach customers, and emphasize the value of their work to clients. This is another example of how the richest source of insight comes from observing behavior, says BBDO President and Chief Executive Andrew Robertson. Making Meaning But rituals are something many associate with rites of passage- marriage, death, even the transition to a new season. BBDO, in contrast, came up with five t hat occur every day in every part of the world: * preparing for battle (the morning ritual), * feasting (reconnecting with your tribe over food), * sexing up (primping), returning to camp (leaving the work place), and * Protecting yourself for the future (the ritual before bed). As part of the study, researchers asked more than 5,000 people in 21 countries how they behave during these five transitional periods of the day. While people in every culture report engaging in rituals for similar reasons, they approach them quite differently. About 41% of Chinese respondents said they schedule sex, for example, while only 3% of Russians do- and 7% of Americans. Nightly Lockdown Fully 44% of Brazilians read in the bathroom, according to the study; in Saudi Arabia, 10% of respondents do. More than half of all Indian respondents surf the Web before leaving the house, while less than one-third of Americans or Canadians do. About 80% of Saudi Arabians pray or meditate before work; in Germany, 3% of respondents do. The rituals that are easiest to understand occur in the morning and evening. Marketers have long appreciated the value of getting a foothold in the tightly scheduled morning ritual, when people tend to stick with a routine and a particular set of products. BBDO participants reported doing an average of seven activities in under an hour, from brushing their teeth and drinking coffee to checking -mail (participants between the ages of 60 and 70 reported the highest rate of e-mail use). BBDO dubbed the period before bed protecting yourself for the future. Thats because the survey found people in self-preservation mode, as they went about locking windows and doors, applying wrinkle cream, and selecting clothes or armor for the next day. Its a brief period, but al so the perfect time to find customers at their most vulnerable. As BBDOs Robertson, a former insurance salesman, puts it: If there was some way to be in the home as people are going through lockdown, you could probably sell a lot of insurance. Broad Categories When it comes to rituals in the middle of the day, the surveys results are less conclusive. That might have to do with the categories BBDO settled on. Feasting, for example, is described as pleasurable and indulgent†¦the ritual that reunites us with our tribes. But the frequency with which people feast vs. simply eating something to stave off hunger isnt clear, and anyone who has organized a midweek meal with busy kids knows that indulgent may not be the best way to characterize the mood. Everyone, too, understands the elaborate preparations that go into sexing up. But the category is a catch-all for everything from teenage girls e-mailing each other to find out what theyre going to wear. Returning to camp, meanwhile, ca n mean anything from sharing martinis with friends to staring zombie-like at the TV with a bag of chips in hand. Watching TV also creeps into both the morning and evening rituals, as do other habits- this perhaps means the same activity serves different purposes at different hours of the day. Even so, marketers may find BBDOs results help them tailor their approach to consumers. For instance, cultures in which a high proportion of people eat on their way to work, such as China, could be more open to portable breakfast food than those that dont, such as Spain. While everybody showers or bathes, a shower gel aimed at Polish consumers might emphasize relaxing qualities, as 84% of them shower at night. A more invigorating message might work better with the 92% of Mexicans who shower or bathe in the morning. Knowing that women in Colombia, Brazil, and Japan apply makeup in their car at twice the global rate could prompt a new approach to the design and marketing of cosmetics. Breaking the Code The challenge is that most consumers are loyal to particular products and patterns, making it tough for marketers to become part of a ritual if another brand is already there. Americans, in particular, said they use the same products every morning, though theyre more flexible about what they use at night. Russians are less predictable- only half of them use the same products as part of their morning ritual, and 19% of them use the same products before going to bed. If theres one constant around the world, its this: Almost everyone gets irritated when their rituals are disrupted. How will clients see the work? BBDO has presented the findings to several so far, and some were willing to share a few comments with Business Week. YUM! Brands Chairman and CEO David Novak, who calls his company maniacal about insight-driven marketing, says the study will provide a fresh, new lens to uncover those insights that lead to positive and lasting changes in consumer behavior. Pepsi-Cola North America Chief Marketing Officer Cie Nicholson called the study intriguing, because we can learn how to build our brands share of life, not just share of market. For Scott Aakre, a vice-president at Hormel Foods (HRL), the Holy Grail is to find a way to break the code and fit into one of these five universal routines sowe might be able to build lifelong relationships between our brands and consumers. Thats a tough challenge. HERE AT DEVELOPMENT CREDIT BANK WE BELIEVE.