Tv Advertising vs Online Advertising

COVENTRY UNIVERSITY DISSERTATION TELEVISION VS ONLINE ADVERTISING: THE CONSUMER PERSPECTIVE PREPARED BY: AMBIKA KHANNA STUDENT ID: 3500576 MA MARKETING & ADVERTISING 1/12/2012 ABSTRACT THIS DOCUMENT STUDIES THE CONSUMERS PREFRENCE OF TELEVISION AND INTERNET AS ADVERTISING MEDIA. IT THROUGH QUALITATIVE AND QUANTITATIVE METHODS OF RESEARCH TRIES GAIN INSIGHTS INTO THE CONSUMERS PERCEPTION OF CURRENT TRENDS IN TELEVISION 7 INTERNET ADVERTISING. THESTUDY USES GROUNDED THEORY AND PRIMARY RESEARCH TO ESTABLISH THE POSSIBLE REASONS FOR PREFERENCE OF ONE ADVERTISING MEDIAOVER ANOTHER.THE STUDY CONCLUDES THAT TELEVISION IS STILL THE MORE POPULAR MEDIA WITH THE CONSUMERS AS IT IS CONSIDERED TO BE MORE ENTERTAINING WHEREAS INTERNET AS A MEDIUM IS HIGHLY RELIED ON WHEN IT COMES TO INFORMATION AND INSTANT ACESS TO PRODUCTS AND OFFERS. 1 3500576 DISSERTATION-MA ADVERTISING &MARKETING TABLE OF CONTENTS CHAPTER PAGE NO. ABSTARCT 1 ACKNOWLEDGEMENT 3 INTRODUCTION 5 LITERATURE REVIEW 8 PROPOSITIONS TO BE STUDIED 26 METHODOLOGY 27 DATA ANALYSIS 37 DICUSSION 51 CONCLUSION 52 SCOPE FOR FURTHER RESEARCH 53 REFERENCES 53 APPENDIX 58 2 3500576DISSERTATION-MA ADVERTISING &MARKETING ACKNOWLEDGEMENT I would like to express my heartfelt gratitude to my supervisor and my guiding light during the course of this research project Miss Sarah Hydes, who was there with me at every step guiding me and helping me with any hurdles that I faced while conducting the research. Her constructive criticism were taken into account and helped create a more accurate report. I would like to thank my family & friends who were there for me selflessly. Most of all I would like to thank God for his grace and kindness. 3500576 DISSERTATION-MA ADVERTISING &MARKETING 1. INTRODUCTION 1. 1 BACKGROUND Advertising has long been a part of most integrated marketing communication plans, most advertisers have concentrated on television media, having the highest reach. But with the onset of the recession the focus of adverti sers has shifted from tr aditional media to online media (Kirchhoff, 2009). According to Waterman et al (2009) â€Å"Internet advertising remains small, but is growing even more quickly than multichannel television advertising. With the wide reach and easy access to the internet as a media and the various paid product reviews available on the internet (Kirchoff,2009), it has become important for advertisers to understand what drives the consumer to pay attention to one media more than the other, and the factors which affect recall. Is it just based on needs or does the trust generated by an advertisement affect consumer perception of the product or the brand? Advertising today is based on what the consumer needs, the advertisers then make an effort to convert the need into a „want? y the means of an advertisement which allows them to retain the consumer and generate a certain level of recall and brand value. The advertisers do this by trying to understand the consumer? s need s and their goals. They make the consumers feel they can achieve their goals by using the product by portraying the product in such a way which is reflective of the target consumer? s perception of desired self (Schiffman and Kanuk, 2007, pg 87). The fact that consumers have a choice, even in terms of the advertising they want to be exposed to, has to be taken seriously by researchers.Therefore the medium which is used to reach to the audience and its effectiveness in terms of the trust of the consumer in the medium and the recall it generates is of immense importance (Schiffman and Kanuk, 2007, pg 13). Ducoffe (1996) suggests that most exposures to advertisements are made when the consumer is not actually shopping for the products, thus they are a waste. Therefore the advertisers now focus on the interactive element of advertising which gives them the scope to get the consumer to revert back to the company and 4 3500576 DISSERTATION-MA ADVERTISING &MARKETING uild a long term relati onship with them. With the growth of internet advertising the advertisers have more opportunities to reach out to the consumers and get them involved (Evans, 2009). This study is aimed at consumers who are well exposed to the television and internet as advertising media. This study has been undertaken to understand the factors which motivate people to pay attention to the various types of advertisement in a particular media. The study looks to understand the consumer? s take on which media works for them better in terms of recall and trust.Wang et al (2002) suggest that it is important to understand that the consumer is not passive and evaluates their need satisfaction before purchasing a product, thus advertising needs to ensure that it should not only be able to gain the consumers attention but also gain their trust in order to convert the curiosity about a product or service into a successful enquiry for the product. Neilsons Online Global Survey (2009) shows that people trust te levision advertisements more as compared to online banner advertisements, although the degree of trust in online reviews is much higher than that of trust in television advertisements.The survey suggests that all over the world 61% people trust television advertising, whereas in Europe 49% completely or somewhat trust television advertising. The Global average for trust in online media is 41% whereas the trust in Europe is 36%. Stone (1999) suggests that internet allows not only two way communications but also scope for a commercial transaction; therefore it is easier to convert advertisements into business transactions online, thus increasing value to customers who would otherwise place their orders on the phone or visit a store.The Neilsons online consumer survey (2009) suggests that two thirds of the global consumer thinks that advertising allows the consumers to make more informed choices. The survey also suggests that the highest trusted form paid advertising is signed up e-mai ls followed by brand sponsorships. Consumer trust is often subjective based on familiarity with the brand and the medium and the security of the consumer, apart from the perceived risk. (Ha , 2004). It is thus important to understand how these factors lead a consumer to perceive the relevance of a particular medium particularly internet.Another important factor is the value of the information passed on to the consumer as it is one of the main functions of advertis ing 5 3500576 DISSERTATION-MA ADVERTISING &MARKETING (Kotler et al 2009). The relevance and the accuracy of the content contribute to the trustworthiness of an online advertiser. (Abels et al, 1999). The way the content is presented also often aids recall. The consumers? find advertisements with comic content easier to recall in both television and online advertising, although the television advertisements are more engaging than online advertisements based on comic element, emotion and the informational content. The Neilso n online consumer survey,2009). This study has been conducted based on a combination of secondary and primary research. The secondary research has been used to understand the already existing data and expert opinions of the researchers related to online and television advertising in order to build a foundation for the research. Further a survey and In depth Interviews have also been conducted to understand the following: Which media is preferred better by the consumer? Which types of online advertisements are more popular? Is online advertising more specific and informative?Does television advertising motivate the consumer to buy the product? What are the tangibles that a consumer notices about a television advertisement? What factors aid recall in both Television and Online Advertising? The data has been collected and systematically analyzed, based on which conclusions have been drawn. The study also has some limitations and managerial implications which have been discussed later. 1. 2 AIM The study aims to understand the consumer perception of the current television and online advertising. It aims to understand which form of advertising do consumers prefer 6 3500576 DISSERTATION-MA ADVERTISING &MARKETING nd also establish the reasons as to why consumers prefer one form of advertising over the other. 1. 3 OBJECTIVES OF THE STUDY The objectives for the study are as follows: To understand consumer preference between Television advertising and Online advertising. To establish grounds based on which consumers may prefer one form of advertising over the other. To understand the factors which enhance consumer recall and trust in Television and Internet 2. LITERATURE REVIEW In order to understand how consumers perceive advertising on television and on the internet, it is important to understand how consumers perceive advertising in the first place.The literature review forms in this study forms the basis for conducting primary research. The work of various authors h as been studied, reviewed and analysed in order to gain insights on what have been the trends of consumers till now relating to television advertising and internet advertising. The literature review also studies the scope in television and online advertising. 2. 1 CONSUMER PRECEPTION OF ADVERTISING Advertising by definition is a structured and composed, non personal form of communication of information. Most advertising we see, in most mass medi a is consumer oriented.The focus of all of it is to drive the end consumer to purchase the product or service (Arens, 2006). Literature suggests that advertising is not necessarily seen with keen interest, unless what is being advertised is of value to the consumer. Whether its television watching or 7 3500576 DISSERTATION-MA ADVERTISING &MARKETING internet browsing, there are multiple activities carried out by the consumers, especially in order to avoid the commercial breaks and in case of the internet, consumers have the free choice to clo se the advert all together or to skip it (Blunden & Blunden 1996; Schiffman and Kanuk, 2007).It is important to track consumer attitudes towards advertising due the cumulative effect the consumer attitude can have on the exposure, attention and reaction that consumers have towards any particular advertisement. (Alwitt & Prabhakar, 1999) Blunden & Blunden (1996) in their book advertising in a multimedia age mention that with the advent of globalization, the new media particularly internet provides a platform for advertisers to send out a globally uniform message across various cultures without many extra costs. Key roles of Advertising to the consumerInformation Entertainment Every day culture Figure 1 According to a report of Advertising Standards Authority prepared by Rothwell and Hutchinson (2002) the consumer views advertising to be a part of daily life, in the absence of which life could be dull and boring. According to this report the consumers perceive advertising to have the following roles: Everyday Culture: Advertising today blends into the daily life of people, by creating needs and wants in their minds. Advertising also generates views of how 8 3500576 DISSERTATION-MA ADVERTISING &MARKETING eople want to be seen in the society and forms the basis of self image. This fact mentioned by Rothwell and Hutchinson (2002) is also backed by the theory of Self –Perception (Schiffman and Kanuk, 2007) which states that the consumer observes and makes judgments about their own behavior and choices. In case a decision works in their favor they would attribute the success to themselves and incase it does not they would attribute it to the source. Marketers use the theory of Self Perception using the Attitude towards the ad model of consumer behavior given by Schiffman and Kanuk (2007).The authors state that the consumer forms various feeling and judgments based on the exposure to an advertisement which in turn affect the consumer? s attitude and their perce ption towards a brand based on what it could make them look like or what it would deliver to them. Entertainment: Rothwell and Hutchinson (2002) in their research found out those 2 things which drive consumers towards advertising especially in terms of television advertising is that firstly they are high on entertainment. The consumers today feel that the advertising is very clever and the consumer has to pay attention to get to the message.Another feature which consumers enjoy is humor which seems to make its way into the consumers mind. This theory is relevant for both Television and Internet advertisements which try to work on the emotional appeal. Tony Yeshin (2006) in his book Advertising states that humor when integrated well with the brand messages and imagery with an element of surprise is seen to enhance attention, credibility, recall, evaluation and purchase intention as shown by various researchers. (Weinberger et al, 1995; Cline et al, 2003; Alden, Mukherjee & Hoyer, 200 0).Information: consumers value the information provided by advertising and prefer advertisements which inform them about new products or offers or prices of products rather than just acting as reminders of the brand (Rothwell and Hutchinson, 2002). Tony Yeshin (2007) in his book Advertising talks about the Informational function of advertising and states that the advertising focuses on keeping the customer informed, the information itself could be for a new product to a new user, for an old product to a new user, new uses of an old product etc. 9 3500576 DISSERTATION-MA ADVERTISING &MARKETING ased on the purpose of advertising. According to the Neilson online global survey (2009) on Advertising, by providing information advertising allows consumers to make better choices. Apart from that advertising delivers values such as public service economic opportunities and creating value for customer via competition. It is at the same time important to understand what the consumer perceives of differen t media which advertisers use. According to various authors despite consumer? s opinion of it being intrusive, Television remains the biggest medium for advertising. Kirchhoff, 2009; Tony Yeshin, 2006; Rothwell & Hutchinson, 2002). According to Kirchhoff (2009) in the time of recession where every form of advertising is seeing a downfall, it is only internet advertising that has seen growth. Kirchhoff (2009) in her work also mentions that interactive advertising on platforms such as social networks, gaming, mobiles, online videos and websites holds the key to the future of advertising. Thus it can be said on the understanding of the work of authors mentioned above that consumer attitudes towards advertising are based on their day to day preferences, way of living and culture. . 2 THE GROWTH ONLINE ADVERTISING With the growth of new media the advertising is moving from the push concept of marketing towards the pull concept of marketing (Blunden & Blunden & Blunden & Blun den, 1996). According to Corey (2005) pull strategy is designed to generate endconsumer response. It is used as a tool of trust building, interactive form of communication which leads to the consumer pulling the products through channels. Corey (2005) also states that Pull strategy has often been seen to establish a brand identity and personality, by allowing the consumer to interact with the brand.Blunden & Blunden (1996) suggests that the advertising in the new media, particularly internet focuses on three main elements: 10 3500576 DISSERTATION-MA ADVERTISING &MARKETING Communication: the message should be clear and innovatively represented to gain consumer attention and retain it as well. Information: the information provided should be relevant and easy to understand and should motivate consumer response. Service: there should be sources of instant service available in order to cater to any consumer interaction.The authors (Blunden & Blunden, 1996) mentions in the book â€Å"Adv ertising in a Multi Media Age†, that it is important to deliver the above three elements to the consumer as with the growth in technology the communication is now on a one to one basis. The consumer engages with the message directly due to its constant availability and no space or time constraints. This also works to the advantage of advertisers as they are able to keep a tab on consumer responses and the message can be altered easily and widely sent without compromising on content.The authors suggest that the success of online advertising is based on the level of involvement it is able to generate with the consumer rather than the exposure. With its wide reach and scope for interactivity, online advertising can lead to serious branding activities. Previous researches have shown that consumers find advertising on the internet both informative and entertaining; however the consumer focus remains on the informative element of the advertising (Ducoffe,1996; Diaz et al, 1996; Meht a and Sivadas, 1995). Advertising on the Internet is a great source of income for web based business.And with further growth predicted for internet, it is growing into a global phenomena reducing the cost and increasing the effectiveness of advertising by allowing the marketers to target the consumers who are interested in their products and services and are more likely to act on the advertisements they are exposed to. (Evans, 2009) Online Advertising revenue has increased from 8. 1 billion dollars in 2000 to 21. 2 billion dollars in 2007. Over all Internet advertising has shown a growth of 8. 8% during the same time period. (Interactive Advertising Bureau Press Releases 2000-2007) 11 500576 DISSERTATION-MA ADVERTISING &MARKETING Figure 2 Source: Interactive Advertising Bureau Annual Report and Press Releases, 2000 -2008. Literature (Blunden & Blunden 1996; Zeff & Aronson, 1999) suggests the following advantages of online advertising: 12 3500576 DISSERTATION-MA ADVERTISING &MARKETIN G High degree ofConsume r control Consumers /consumer responses can be easily tracked Effective Targeting Advantages of online advertising Not bound by geographic al limitations Deliverabilt y/High quality entertainme nt Flexibility Figure 3Online advertising first started in the form of promotional emails for discussion groups in the early 1990? s. Over the years what started out as a medium for early adopters, internet by 1998 had turned into an important platform for mass marketing, gaining wide acceptance from audience for advertising on the internet (Zeff & Aronson, 1999). Some popular forms of advertising on the Internet have been explained by Zeff and Aronson (1999) as follows: Websites as advertisements: they were seen as the first kind of Internet advertising, but since they were either too simple (focused on giving out brochure 13 3500576DISSERTATION-MA ADVERTISING &MARKETING like information) or too complicated (technical features and complicated design) they failed initi ally. Since then marketers have come a long way. Today the websites not only act as a mirror to the brand image but also provide the marketer a platform to sell himself to the vast pool of consumers, interact with them and develop a relationship with them based on two way communication and understanding their needs. From being technically complicated the websites today have gone to being innovatively simple. They use humor and contextual information to convert a browser into a buyer.A very good example for this has been cited by Zeff and Aronson (1999) they mention the Cadillac website which allows the consumer to chose the model of the car they want to buy and then from that point onwards, the user can decide on all the options they want in the car from the exterior colour to the interior design. Direct Mails: what started out as email newsletters, discussion lists and sponsorships has evolved into advertisers sending direct mails to their consumers. Direct mailing is a brand build ing exercise which acts as a time to time reminder of the brand and helps gain an insight into changing consumer trends.Although it has been a popular mode of advertising, it has been very often criticized for its Spam status and poor results. ( Zeff & Aronson, 1999) Banners: Banner advertising is a standardized type of online advertising (typically 468 ? 60 pixels in size) that consists of graphic and textual content and contains a link to the advertiser? s Web site (Manchanda et al. 2006). Banners have been one of the mostly spent on form of web advertising. From being static to interactive today banners have evolved which allow the consumer to view videos or even complete transactions without actually leading to the website of the brand.Banners today are more interactive and entertaining. The role of banner advertising has changed from generating website traffic to creating brand recall and providing the customer a good experience. (Zeff 7 Aronson, 1999) 14 3500576 DISSERTATION-M A ADVERTISING &MARKETING According the study on online behavioral advertising (2009) by the Internet Advertising Bureau 50% more people can trust online advertising than five years ago. The study also states that almost 46% people like online advertising and reflect a positive attitude towards it. Figure 4 Source: Internet Advertising Bureau (2009) 5 3500576 DISSERTATION-MA ADVERTISING &MARKETING Figure 5 Apart from the traditional forms of online advertising, online advertising today based on elements of interactivity uses more creative and wide spread instruments such as games and social networking websites to cater to the advertising needs of the consumers. Online advertising has gone another notch above by using 3 -D advertising to enhance consumer experience. Using 3-d effects in advertising products has been seen to enhance the consumer experience and increase advertising effectiveness. Debbabi et al, 2010). The study of the literature in this section suggests that internet as a medium has come a long way and the way consumers utilize it is also dynamic. Thus in an age where internet is one of the most popular mass medium it has become important to understand what drives the consumer to notice and trust one form of advertising over another. 2. 3 THE CHANGING SCENARIO OF TELEVISION ADVERTISING Hackley (2010) in his book Advertising and Promotion argues that TV till date remains the most prestigious way of reaching out to an audience of millions.Although it has a wide reach and is capable of creating huge dramatic impact Television advertising can prove to be very expensive. The reason for this can be attributed to the fact that 15 16 3500576 DISSERTATION-MA ADVERTISING &MARKETING commercial programme makers serve the entire UK via the ITV network and the BBC does not carry any advertising on any of its channels. (Hackley, 2010) Arens (2006) in his book Contemporary Advertising states that Television as a medium of advertising is available to advertisers i n two main forms broadcast and cable.Although Television has been used in the past as a strict form of mass media, today it is much more versatile than that. From offering advertising about mass consumption goods to niche advertising, today Television advertising caters to a variety of advertisers needs. The Author is of the opinion that Television apart from delivering creative big ideas also plays a very important role in building brand personality and consequently develops consumer relations with the brand.Today advertisers use it as a leverage tool, where the consumer can identify themselves as prospects by responding to a commercial and interacting further with the brand via other media such as internet or SMS. Kotler et al (2009) in their book Marketing Management back the above theory by mentioning two major strengths of Television advertising, first it can be effective means of demonstrating product attributes and persuasively explaining their corresponding benefits to the c onsumer. Secondly it helps define brand personality with the use of imagery.Hackley (2010) further feels that television as a medium is so powerful that it tends to dominate in a room demanding attention even if the viewers are not necessarily interested. It is the medium which reflects and projects audience fantasies and aspirations and brands use this to promote themselves as accessories to these aspirations. The author further explains that TV as a medium has the power to convey different values across various cultures and has the ability to adapt to the various ways people perceive the information broadcasted on it.TV is seen as a social medium which reaches to the people looking for entertainment, information and ideas about new ways of living and consuming. 17 3500576 DISSERTATION-MA ADVERTISING &MARKETING However television advertising is not without its limitations. Zhao et al (2011) cited authors such as Kent (1993) and Zhao (1997) who in their work mention that the growth of clutter in television advertising has always been of concern to marketers, as it causes great amount of confusion in the mind of the consumer and may even be a negative influence on the overall success of television advertising.Nail (2004) supports this argument by stating that most consumers, even those who believe advertising claims or pay attention to forms of advertising online and offline are keen on signing up for devices and services which allow them to block advertisements. The reasons for this trend have been showcased in the figure below: Figure 6 Source: Nail (2004) Bellman et al (2010) in their study of using interactive banners to reduce television advertisement avoidance stated that the use of interactive banners can re duce the frequency of channel switching by almost 40%, although they did reduce the recall of the viewers.However they also stated in their work that it has become important to retain the consumer at any cost, rather than letting them avoid advertise ments . The Authors are of the opinion, that with the change in time and development of new technologies, Television advertising, which was once seen as an intrusive one way form of communication has turned into an interactive form of communication, allowing sco pe for feedback and further enquiry, via communication channels like the internet and 18 3500576 DISSERTATION-MA ADVERTISING &MARKETING telecommunication.Brian and Margot Blunden & Blunden & Blunden & Blunden (1996) suggest that the two toughest challenges phased by television advertising are: Networked Interactivity: with the internet offering various opportunities of detailed interaction and the growth of niche marketing, television is mostly competing for consumer time which is finite in nature. Internet here gains serious advantage in terms of information retrieval, gaming, transactional activities etc. Interactive Video Networks: with the growth of high quality video channels and online version of television channels, t he way television advertising is perceived has changed a lot.With great audiovisuals of products available on servers, consumer? s choice has become paramount and programming today reflects more and more of the marketplace. Television is growing into a mass medium with something to offer to a niche market at the same time. As the viewers control over his/her viewing increases, advertising is moving towards a more specialized strategy in terms of targeting and even in terms of content. (Blunden & Blunden & Blunden & Blunden, 1996)In this age where Advertising can easily be perceived as intrusive it is important to understand what drives the consumer to trust a certain form of advertising and to understand what draws the consumer? s attention. According to Neilson? s online global survey of advertising (2009) the trust in television advertising since 2007 to 2009 has increased by 2%. Further the trust in Brand sponsorships has increased from 49% in 2007 to 63% in 2009. The survey furt her shows that the trust in all advertising categories online has increased. These are positive signs which show that although there is clutter in the 19 500576 DISSERTATION-MA ADVERTISING &MARKETING advertising world and brands have various claims to make, the trust of the consumer may be shifting from one medium to another but is not lost. This can be further understood by the charts given below which give a clear idea of level of trust in various advertising media. Figure 7 Source: Neilsons Online Global Survey for Advertising (2009) 20 3500576 DISSERTATION-MA ADVERTISING &MARKETING In Neilsons Online Global Survey for Advertising (2009) the elements of humor and emotion are very important for the consumer to be engaged in advertising.According to their survey they found that the consumer engagement in TV adverts was more than the consumer engagement in online video adverts. This is further validated by the chart given below: Figure 8 Source: Neilsons Online Global Survey on Adve rtising (2009) Though television is still the most widely used form of advertising, the way television is used and programmed all over the world has changed a lot. This study intends to understand how consumers are dealing with the interactive element of television advertising and how do they perceive television advertising in today? world. 2. 4 ONLINE VS TELEVISION MEDIA FOR ADVERTISING Traditional media although offer a very wide reach they have a definite schedule and are broadcast at a particular time, the advertisers can not in this case do much to ensure that the consumers they have targeted are exposed to the advertisement. The consumers may often be undertaking more than one activity while viewing television; 21 3500576 DISSERTATION-MA ADVERTISING &MARKETING they may get up for a coffee or switch channels, all these factors of avoidance are out of control of the advertiser. (Evans, 2009)Internet and Online advertising offer a distinct advantage over television in thi s case; they allow the advertiser to track consumer activity and the level of engagement of the consumer in a particular advertisement. (Zeff & Aronson, 1999; Evans, 2009). Further Evans (2009) that since it is easy to track consumer activity online it is also easy to offer advertising related to the activities the consumer is involved in thus creating a link between the two and creating a relationship between the brand, the advertisement and the consumer. A great example of this is the advertising on face book.Based on recent online history and the personal likes and is likes updated by an individual on their profile advertisements are updated on the wall of the individual thus offering what the consumer may be interested in on a platform that the consumer chooses to be exposed to on a frequent basis. Blunden & Blunden (1996) in their book Advertising in the Multimedia Age state that television advertising is bound by textual, visual and acoustic formats in order to convince the consumer that the product being advertised is a way of fulfilling their desires.The consumer in such a case has to go through the entire advertisement to get the message. The linear form of communication makes television advertising strictly a form of push marketing whereas the Internet works on the pull marketing concepts, the advertising on the internet allows the consumer to view the advertisement on a one to one basis and engage with it, allowing the consumer access to it without any limitations of time and space making online advertising more niche in its approach. Nel et al. 1999) suggests that offline business extend their business online to offer support to it just as TV networks are doing so thus keeping their target audience with them. In order to ensure that this consumer market is not lost to advertisers media companies have introduced many cross-platform advertising packages that use both online and offline versions of the media to make the medium more attractive to advertisers. For example, NBC used its cross-platform advertising package for its Winter Olympics program and achieved considerable success (Beard 2002). 2 3500576 DISSERTATION-MA ADVERTISING &MARKETING Although many studies have been conducted about the online advertising and television advertising (Evans, 2009; Forest, 1998; Nail, 2004; Debbabi, 2010; Bellman, 2010) there is not much written about what the consumer thinks of the changes in the advertising media and the changes in the pattern of advertising in both media. Forrest et al (1998) states that â€Å"New theoretical models are emerging to explain the many-to-many communication processes evolving (Hoffman & Novak 1996) from Internet communication.However, theorizing and further research needs to extend beyond the process to the structure of attitudes to Internet advertising, as has been proposed by the current research. † Based on the study of the above mentioned literature it can be said that both television advertising and In ternet Advertising have evolved a lot. Television has gone from being one way communication to adopting a more interactive approa ch of advertising by making online websites a part of their advertisements and moving towards recorded television allowing people to skip commercials altogether.Similarly Internet is also continuously evolving, with new forms of advertising becoming popular; it has become crucial to understand that eventually it is up to the consumer to choose what they want to pay attention to and what they chose to remember. Thus making the consumer the king, with the advantages of both the media, it becomes essential to understand what makes the consumer remember the advertisements in one media better than the other and what kind of advertisements work in which type of media. 2. 5 SCOPE FOR TELEVISION & ON-LINE ADVERTISINGThe advertising scenario is dynamic and is changing rapidly. With the digital media gaining more and more importance the advertising campaigns are cr oss channel. Kirchhoff (2009) in her work states that the internet will have to focus on the new developing platforms for advertising and be creative with it in order to gain the consumers attention and retain it. For a better understanding of the consumer and a wider reach, advertisers have to focus on platforms such as social networking and gaming. 23 3500576 DISSERTATION-MA ADVERTISING &MARKETINGOnline advertising is moving towards behavioral marketing, meaning it is based more and more on the information provided by the consumer on various platforms such as facebook or websites where they are registered. Ingis et al (2009) in their report developed for the Advertising Association of America state that a dvertising today is based on the major following fundamentals: Transparency Data safety and sensitivity Consumer control With the growth in interactivity these three aspects of online advertising need to be considered seriously.Further in television Brennon (2011) in his nuerosci entific study of advertising on television states that advertising on television works at a very deep level. Advertising on television is more about creating emotional associations, telling stories & influencing the way we feel about brands rather than creating awareness alone. The study conducted by Brennon (2011) states that television as a medium is more about engagement and thus affects the emotional part of the brain more than the rational part. Brennon argues that what makes television commercials work is the creativity.The advertisers must focus on the fact that the advertisement should be able to tell the story in an emotionally engaging manner, the most effective tool for which is music. The study states that TV as an advertising medium generates almost 30% higher levels of emotional intensity, engagement and detailed long term memory, all of which are indicators of future brand purchase. It also suggests that internet as a medium of advertising is more effective when appea ling to the rational part of our brain and is more attention in terms of visuals. The study further states that launching a campaign which uses television and nternet advertising in a manner that it compliments each other, tends to increase the level of 24 3500576 DISSERTATION-MA ADVERTISING &MARKETING engagement, but that is order specific, i. e. first the consumer has to be exposed to television advertisements followed by online reminders or engaging activities. In conclusion, it can be said that, based on the thorough study of the literature that the way the consumer perceives any form of advertising or the medium of advertising is not only content based but also depends on the exposure to the medium, personal needs and wants.The use of emotion and information along with clear feedback or response options are the common links in both television and online advertising. Both the media are functioning on the basis of interactivity and the aim of all advertising it seems has become t o get the consumer to revert back the advertising brand. The study ther efore focuses on finding out the motivational factors which lead the consumer to pay attention to a particular advertisement or respond to it.The study also focuses on understanding a deeper understanding of how entertainment and use of emotion aids recal l and trust in advertising in one medium over another by using qualitative methods. Further the study uses quantitative methods in order to understand the general preference of the consumers of television and online advertising. It analyses the trust, valu e and engagement factors which consumers consider important using an online survey. Having understood how consumers react to different media can have various managerial implications for the companies which have been highlighted in the study later on. . PROPOSITIONS TO BE STUDIED Before commencing the primary study, it is important to understand the propositions being investigated. The through study and analys is of the literature in the above section has highlighted that although a lot has been said about consumer attitude towards advertising, the growth of internet as an advertising medium and the dominance of television, there are no studies in particular which take in the consumers perspective about the advertising in both television and internet as media and account for popularity with the consumers.This study aims to find answers to the following propositions: I. To understand which of television advertising & online advertising is more popular with the consumers? 25 3500576 II. DISSERTATION-MA ADVERTISING &MARKETING To understand which features of television advertising & online advertising do consumers enjoy? III. To understand why consumers trust advertising in one medium over another? IV. To understand what motivates recall in one medium over another for the consumers? 4. RESEARCH METHODOLOGY This section examines the methods which have been used to carry out the study.A critica l examination of all the methods used has been undertaken to ensure that they are best suited for this study. Proctor (2000) in his book â€Å"Essential of Market Research† defines market resea rch as the disciplined collection and evaluation of specific data, in order to help suppliers understand their consumers better. (Citing: Chisnall, 1992) 4. 1 SCOPE OF THE STUDY This study has been conducted in order to gain an insight into the consumer understanding and preference of the advertising in Television and online media.Understanding of literature in the previous section suggests that although a lot of research has been conducted in terms of the consumer belief towards a dvertising in different media, there is very limited research available which is indicative of what is the consumer? s evaluation of advertising in the current media and gets the consumer to notice advertising in one medium over another. The study has been conducted in two phases: the exploratory and the des criptive.The study uses a mixed methods approach of marketing research, using quantitative and qualitative research methods in order to understand consumer perspectives on television and online advertising. Johnson et al (2004) in their work state the following advantages of mixed methods approach 26 3500576 DISSERTATION-MA ADVERTISING &MARKETING A mixed method approach allows a larger array of questions to be answered more specifically. The use of quantitative and qualitative methods allows the researcher to validate the data in terms of numbers as well as attributes.A mixed methods approach helps increase generalization of the results and use the numbers to validate insights. Can provide stronger evidence by convergence of both results. Bryman (2006) further states that conducting a mixed methods research can be advantageous as it allows the researcher to clarify the nature of their intentions and accomplishments. The study through comparison of trust and popularity of advertising in television and online media helps gain an insight into what the consumers are willing to pay attention to and whether it has any effect on their purchase decision and overall experience further enhancing recall.The quantitative part of the study allows the consumer motivations and preferences be represented in numbers showing a clearer picture of consumer choices of exposure and the quantitative part of the study is reflective of the causes for the choices. 3. 2 RESEARCH DESIGN Churchill (1979) defines research design as the tool for overall guidance for the collection and analysis of data. Research design is very important as it acts as a very critical link between the theory and data collected (Nachmias & Nachmias, 2008).Bryman and Bell (2007, p. 40) state that the research design is reflective of the priority given to the different dimensions of the research process. The research design for this study can be depicted as follows: 27 3500576 DISSERTATION-MA ADVERTISING &MARKETI NG Research Design Exploratory Face to face Interview (6) Descriptive Online Survey (100) In Depth Interviews (4) Figure 9 The research has been conducted in two stages. The first being the exploratory research where the study tries to establish the grounds for the actual study.This phase uses qualitative tools to probe the consumer in order to gain insight into consumer habbits and perceptions relating to television viewing and internet browsing. The study focuses on the consumer specific aspects of television and online advertising to are the consumers aware about and how much attention they pay to these forms of advertising followed by Descriptive research using Quantitative an d Qualitative research about Television Vs Online advertising – the consumer? s perspective. The descriptive phase deals with representing consumer preferences in numbers.Exploratory research can be defined as the study undertaken to identify new problems without any awareness of the nature of the p roblem or to define characteristics or variable which affect the nature of the problem. The exploratory research is used in order to gain insights in to the general nature of the problem and the relevant factors which need to be considered (Aaker, Kumar and Day, 2001). The study uses exploratory research to understand the consumer dynamics and usage of television and internet as media.The exploratory research aims to understand the consumers? usage of television and internet and their perception of features of television and online advertising that the consumers notice and what they like about television and online 28 3500576 DISSERTATION-MA ADVERTISING &MARKETING advertising in particular. Since the consumer? s perception of the advertising in both media cannot be gauged, this phase of the study uses unstructured face to face interviews in order to conduct the exploratory research. Aaker, Kumar and Day, 2001) The findings from the exploratory research have been used as the premises for the Descriptive research, by using the findings to design the questionnaire and the in depth interviews. The second phase of the research is Conclusive –Descriptive. According to Aaker, Kumar& Day (2001), descriptive research is widely used in market research to describe systematically a phenomenon, attitude towards an issue, service or programme. Glass & Hopkins (1984) in their work state that descriptive research can be both, qualitative and quantitative.It involves gathering data which is descriptive of an event or situation which can further be organized in to data tables and charts which describe the outcomes of data collection. This phase of the study uses both quantitative and qualitative methods of data collection. This phase aims to understand which medium is preferred by most consumers in terms of advertising appeal and experience. In this section the study is designed to gain insights into motivating factors which may lead to an inclination towards advertising in one medium over the other.In order to understand over all preference of the consumer, an online survey has been used and in order to understand the possible motivating factors in depth interviews have been conducted. 3. 3 Data Sources The study has been conducted based on relevant sources both secondary and primary. Secondary data has been used to understand the existing theories and consumer perspectives on advertising in general and advertising in different media. Primary data has been collected in order to highlight which of television or internet advertising is more popular among the consumers of today and why?Secondary Data Secondary data refers to the already existing data which has been collected by persons or agencies for purposes other than solving the problem at hand. (Aaker, Kumar & day, 29 3500576 DISSERTATION-MA ADVERTISING &MARKETING 2001) Aaker, Kumar& Day (2001) list the following benefits of using secondary data as a part of a research a) It forms the basis of p rimary research and helps understand and define the problem. b) Study of secondary data may provide enough information to resolve the problem. ) Study of secondary data helps understand data collection methods and plan the research accordingly. d) It helps define the population and set criteria for data collection. According to Proctor (2000) secondary data can be either internal: produced within an organization based on its day to day operation or external: collected from a wide variety of sources such as journals, books, trade publication etc outside an organizatio n. Books have been used extensively in the study for underlying theories. The theories have then been validated and their application has been studied through various articles.The study uses secondary data from journals which have been accessed via student resource bases such as EBSCO, EMERALD & SAGE. The books in this study have been accessed via the Lanchester Library at Coventry University. Primary Data Primary data refers to the data which has been collected for the first time in order to address a particular problem or to find answers to particular questions; it is usually conducted by market research institutions, educational institutions, government bodies and independent researchers (Curtis, 2008).Primary data helps the researcher actually gain answers to the research questions and move towards finding a solution to the research problem. It helps identify the relationship between existing variables and also if there are any new factors which need to be considered are brought into light. The primary data for the purpose of the study has been collected using an online survey with 100 Coventry university students and 4 in depth Interviews with Coventry university students. 30 3500576DISSERTATION-MA ADVERTISING &MARKETING 3. 4 Data Collection Methods Data collection is an important part of this study as it helps fulfill our objectives of trying to find out consumer preferences of television ad vertising and online advertising. For the purpose of this study both quantitative and qualitative methods of da ta collection have been used. a) Quantitative Data The quantitative data plays an important role in this study, as it helps establish the overall preference of the consumers.Johnson (2004) in their work mention advantages of the quantitative data, these have been listed below: It helps validating existing theories and also allows generalization of results. It helps assess cause and effect relationships better. Quantitative data is relatively easy and less time consuming to collect. It is precise in nature and data analysis is simpler. It is relatively independent of researcher bias. The Quantitative data for this study has been collected using an online survey. A Survey has been most often used to undertake descriptive studies.The Survey has been used as a main tool for data collection in this study as it allows the researcher to examine and explain the differences in choi ces and the relationship with factors that affect consumer choices (Saunders et al, 2007). Curtis (2008) states that the type of survey to be conducted depends on various factors such as the number of respondents required for the survey, time constraints, budget constraints &characteristics of the sample population. 31 3500576 DISSERTATION-MA ADVERTISING &MARKETINGThe survey for the purpose of the study is structured and has been designed online. It has been posted out to a database of 100 Coventry University students via social networking sites namely facebook. Couper (2001) in his review of web based surveys states that with the mass reach of internet and the low cost that it offers, internet has become an easier medium for the researcher to reach out to the samples without being bound by geographical or time limitations. This allows the researcher to gain insights into a wider variety of data and reduce to some extent sampling bias.This statement is also backed by Curtis (2008) w ho states that online surveys are particularly advantageous when sending it out to study internet users and they allow the surveys to be completed quicker and with minimal or sometimes no cost at all. T he survey for this study is a structured close ended survey which has been designed using the internet survey website- www. kwiksurveys. com . The survey aims to understand consumer attitudes towards television and online advertising thus the questions have been designed such that each question offers multiple choices.The survey also uses likert scale in order to understand consumer attitude towards online and television advertising (Proctor, 2001). The survey has been attached in the appendix. b) Qualitative data The study uses qualitative methods of data collection in the exploratory as well as descriptive phase. In the exploratory phase, personal interview has been used in order to gain insight in to consumer? s behavior towards advertising on television and internet. The personal interview has been seen as one of the best methods for in home interviews. Proctor, 2001) for the purpose of the study the personal interview has been conducted at home for 6 different people in their homes. The interviews are brief and friendly and don? t last for more than 20 minutes. The interview has been designed so as to understand what the consumers are watching and what are they actually paying attention to in terms of advertising. The interview guide has been attached in the appendix. The personal interviews use a mix of open and closed ended questions. 32 3500576 DISSERTATION-MA ADVERTISING &MARKETING For the descriptive phase In depth Interviews have been conducted.Webber and Byrd (2010) define In depth interviews as â€Å"a qualitative research method which uses open ended questions to uncover information on a topic and allows interviewees to express their opinion and ideas in their own words. † Despite the fact that the survey does include questions which measur e consumer attitude, it was important to include in depth interview in the study because survey often relies on the assumption that the interviewees have understood the questions as intended and that the survey is capable of capturing the complete reality (Berg, 2009; Esterberg, 2002) however this may not always be true.Thus the study uses In -depth interviewing which acknowledges the subjective approach of the interviewee and gives them scope for addressing the question as per their reality (Webber & Byrd, 2010). Proctor (2001) states the following advantages of in depth interviews ? There is no group pressure, thus the respondent is free to reveal their true feelings. ? The one to one scenario makes the respondent feel important and valued. ? Respondents can be probed at length to reveal their true feelings and under laying motivation. ? Allows greater scope for non verbal feedback.The in depth interview for the purpose of this study has been conducted with 4 samples, each intervi ew lasts for 30 minutes. The interview uses some projective t echniques. Projective techniques can be defined as techniques which help penetrate individual? s defense mechanisms allowing their true emotions to emerge. (Proctor, 2001) For the purpose of this study word association test and sentence completion test have been used. The respondent is given a series of words or incomplete sentences which they have completed based on what comes to their mind when they think of the word or sentence given. Proctor, 2001) 33 3500576 DISSERTATION-MA ADVERTISING &MARKETING The in depth interview has been based on an interview guide which was developed to give a direction to the interviewees. According to Webber and Byrd (2010) an interview guide includes specific questions, topics of interest and ques which can be used in combination thus leaving scope for flexibility of the interviewer. The interview guide helps shape the structure of the interview as per the comfort of the interviewee. The i nterview guide leaves scope for follow up questions and thus making it easier to tap the respondent? s views.The interview guide for the in depth interviews in the study has been attached in the appendix. Furthermore the In depth interviews have been videotaped for the purpose of accuracy in analysis (Webber & Byrd, 2010) with the consent of the respondents, the consent forms for which have been attached in the appendix 3. 5 SAMPLING According to Ross (1978) sampling in educational research is generally conducted to study a part of the population in detail rather than the whole population itself. The information gained from the study of this sample is used to develop generalizations about the population.To sample is to examine a portion of a whole in order to judge the nature of the whole. (Proctor, 2001) The sampling plan used to choose the sample for both the survey and in depth interview is based on the model given by Proctor (2001) Defining the Target population Developing a sam ple frame Selecting a sample design Figure 10 34 Defining the sample size Selecting the sample members 3500576 DISSERTATION-MA ADVERTISING &MARKETING Sample Population: The sample population for this study is students of Coventry University, UK. The population has been defined by Proctor (2001) as the sum total of what is being measured.Sampling method: for the purpose of this study, the Sampling method used is non-probability judgment sampling. Proctor (2001) defines judgment sampling as the sampling based on the purpose. Ross (1978) states that â€Å"The process of judgment, or purposive, sampling is based on the assumption that the researcher is able to select elements which represent a „typical sample? from the appropriate target population. † For the purpose of this study the judgment was based on the usage of internet for over 2 hours. Over 150 respondents were contacted for the purpose of the study of which 100 responses were successfully received and evaluated.S ample size: the sample size for the online survey is 100. For the exploratory phase a sample size of 6 personal interviews has been used. The sample size for in depth interviews in the descriptive phase is 4. The samples fall in the age group between16-45. The samples belong from different nationalities. For the purpose of this study they have been asked to mention their ethnicity, which can be categorized as Asian, British, African and other. The samples are students pursuing bachelors and masters degree. 3. 6 DATA ANALYSIS TOOLS The data analysis for the study uses tabulation.According to Proctor (2001) tabulation involves laying out data in easy to understand summarized tables. Patterns in the data can be easily identified and are easier to represent in the form of graphs. The data collected from the survey has been converted in to a table using Microsoft excel. The data collected from personal interviews and in depth interviews has been recorded with the due permission of the pa rticipants and transcribed. The data transcribed has been analysed using content analysis and study of semiotics. Content analysis has been used in order to understand common themes which emerge in terms of the consumer? perception of advertising in both the media (Weber, 1990). Semiotics has 35 3500576 DISSERTATION-MA ADVERTISING &MARKETING been used in order to look out for signs and body language during the interviews which are indicative of any sort of attitude or emotion towards advertising in television or online media. These tools however cannot be used as complete proof of the consumers attitude towards the subject, and thus will only be used to highlight the common possible themes and gain insights into possibly existing attitudes. 3. 7 DATA REPRESENTATIONThe results and data interpreted for the study have been represented using tables, graphs and diagrams. 3. 8 LIMITATIONS OF THE STUDY There are no major limitations to the study. The study is a low risk project and has bee n approved by the supervisor. An ethics form stating the same has been attached in the appendix. The limitations for this study can be stated as follows: Because of Judgment sampling, there could have been a sense of bias based on the exposure of the researcher to target population. The researcher may have passed the survey around to a known group of samples belonging to the target population.The in depth interview has been conducted with only 4 participants due to lack of time, thus they may not represent the views of everyone on the whole. Each respondent of the interview has subjective views based on their experience thus they cannot be used as a standard measure to judge the attitude of an entire population. 5. DATA ANALYSIS 5. 1 RESULTS OF THE EXPLORATORY RESEARCH The exploratory research was conducted with six people who were interviewed face to face. During the course of the conversation the suggested the respondents suggested 36 3500576 DISSERTATION-MA ADVERTISING &MARKETING hat being students they usually end up browsing online more than they spend time watching television. One of the respondents said that â€Å"I enjoy watching some advertisements on television in between programmes only if they are funny. † While another said that â€Å"I cannot really sit through commercials, I end up getting up for tea or something. † The results of the exploratory research highlighted the following areas to be focused on for the descriptive phase of the research: The emotional and rational aspects of the advertisemnts need to be understood based on the media.For example one of the respondents said that â€Å"I prefer clicking on an internet advertisement because I am bound to find some relevant information there whereas TV advertisement is just a form of entertainment for me. Online advertisements are easier to avoid but they offer better deals. For example one of the respondents said â€Å"I can simply close an advertisement and carry on, at the same time if it has a great discounts or deal to offer I will have the option to look up the deal and even make the purchase then and there.The focus has to be on understanding the attitude of the respondents towards the advertising in TV and Internet and defining a definite preference for one over the other. 5. 2RESULTS & FINDINGS OF THE ONLINE SURVEY The survey was completed in the duration of 5 weeks starting 20th November 2011 and ending 28th December 2011. The results were extracted from the website www. kwiksurveys. com in the form of a pdf which gives detailed understanding of the overall responses to each question. Further an excel sheet giving an overview of individual responses to each question has been extracted both of which has been attached in the appendix. 7 3500576 DISSERTATION-MA ADVERTISING &MARKETING Based on the online survey, the study found that most of the students who filled in the survey were Asian followed by equal number of Africans and British. Most stude nts were in their 20? s. 7. 22 % 7. 22 % 80. 41 % 5. 15% Asian African British Other Figure 11 Based on the data collected it can be said that over all students spend more time browsing on the internet these days rather than watching television. Most students watch television for 0-2 hours. The comparison of time spent watching television in day to time spent browsing online is depicted in the figure below: 8 3500576 DISSERTATION-MA ADVERTISING &MARKETING Time spent watching tv vs browsing online 100 78. 35 27. 27 80 2. 06 60 6. 19 13. 4 40 0-2 hrs 22. 22 29. 29 2-4 hrs 4-6 hrs 21. 21 20 more than 6 hrs 0 Time spent watching TV Time spent Browing Internet Figure 12 60% of the sample who took the survey said that they skipped advertisements shown on television. Despite the high number of people skipping advertisements, the advertisements which people found most appealing were humorous ones; in second place were the ones which offered deals & discounts followed by the ad vertisements using emotional appeals. of people who skip Tv advverts 38. 78 yes 61. 22 Figure 13 39 no 3500576 DISSERTATION-MA ADVERTISING &MARKETING Type of Television advertisement found appealing 100 80 61. 62 60 40 16. 16 20 11. 11 10. 1 1. 01 0 Tv Ad Appeals Humorous Deals Emotional Social messages Ads for websites Figure 14 61. 62% of the people said that they found humorous advertisements easier to remember. Further they said that 16. 16% people remembered advertisements which offer deals and discounts.Cline & Kellaris (2007) concluded in their work that when humor is well related to the message of the advertisement not only aids brand recall but also increases consumer? s ad recall.

The Monguls

What did the ancient Mongols do? The ancient Mongol empire controlled more land than any other empire and included a very wide range of cultures, peoples, and religions. Everyone knows the name of Chinggis Khan (Genghis Khan) and his reputation as a fierce warrior and brutal conqueror. What you may not know is that he was a very savvy politician. His political skill not only created this tremendous empire, but also saved his people from destruction. He established the system that preserved their lives and their way of life.He and his successors took the system he set up and used it to spread their influence far and wide. So, the Mongols owe Chinggis Khan a debt of gratitude for preserving their lives and culture. We modern Westerners also owe him and his people respect for connecting the inhabitants of Western Europe with Asia and all the many benefits of trade and interaction that brought to the world. The Mongols preserved order in the areas they conquered which made it possible fo r traders to travel safely. This was called Pax Mongolica and was very significant in fostering contact between Europe, China, and all the lands in between.The disintegration of the Pax or Peace is part of the reason that Europeans were motivated to seek out sea routes to China, since it was no longer safe to travel overland. So, in a sense, you can say that the Mongolians are responsible for Christopher Columbus’ discovery of the Americas! Another thing you may not know about Chinggis Khan: he was not as brutal as he has been depicted. He would usually send emissaries ahead to invite a group of people to ally with him or to give him whatever he was seeking. If they agreed, they were typically required to give a certain number of warriors and some goods to the Mongols.If they refused, his warriors would attack mercilessly. However, they typically left women and skilled artisans to continue productive work, rather than totally destroying an area. This is different from some la ter conquerors who would completely annihilate opponents and their territory. Why did the Mongols pursue such extensive conquests? This geography is an important part of the answer to the question: Why did the Mongolians invade their neighbours? To answer this question, we have to know something about how Mongolians lived in the 1200s.Because of their geography, Mongols were usually herders and nomads. Define nomad. Why would herding require nomadism? Mongolians had to be able to move frequently in order to find pasture for their animals, primarily sheep, so they needed mobile housing. They made (and still make) felt from wool and use this felt to make the tent-like rounded houses called ger, or yurts by the Russians. Ger can be set up and taken down quickly and packed to be moved. [4-minute video of contemporary Mongolian felt-making and setting up a ger: http://ragcha. om/mujaan/shorts. html Click on â€Å"Making felt†] Note the horse pulling the felt in order to compact an d flatten it. Facts about gers: http://www. chaingang. org/yurtquest/FAQ. html Many more pictures of gers: http://www. chaingang. org/yurtquest/pics. html You can see that nomadic life isn’t easy. For one thing, it requires cooperation which binds people together, since they depend on each other to help them sustain life. At the same time, this kind of climate and terrain will not provide enough food in any one area to support a large population.This encourages the development of small tribal groups, people who can depend on each other but who do not have too large a footprint on the environment, since they will survive best when they are not all together. If a herd gets too large, it will destroy the grassland and not be able to graze in one place. Also, this climate makes it difficult to accumulate a large enough surplus that you could afford to pay someone else for services. For one thing, you would need to move everything you owned. It was not possible to stockpile any su rplus, even if it were possible to accumulate some in a particularly good year.In the conditions of this harsh nomadic life, it was not possible to create a social class of artisans who would manufacture goods. People were needed for herding and moving. And although there was some very limited agriculture, it was not possible for Mongolians to rely on farming for foodstuffs either. What do you think are typical Mongolian foods? [Animal products predominate – meat, milk products. Berries and vegetation that grows wild or with very little cultivation play less of a role in the traditional diet. ] This video clip shows men working on the felt and the ger.Of course, it is set in contemporary time, not in ancient Mongolia. In ancient Mongolia raiding other tribes or settlements in neighboring areas was an important part of the economy. Of course, raiding isn’t part of Mongolian culture now, but it was back then. If military might, necessary both to raid and to protect your own tribe, were such an essential part of your society, how would it affect the culture? One thing that contributed to Mongolian military success was the fact that the men were always ready and available for war.In order for that to be true, women had to take on many of the jobs that men do in other societies. Along with greater responsibility, the woman also had more rights and privileges than was common in other East Asian societies at that time. For example, they had the right to own property and to divorce. They also were sometimes trained for and participated in the military. We can find many references to women of the Mongol elite in 13th century chronicles from different cultures, including Mongol, Chinese and European. Later on we will discuss some prominent Mongolian women leaders who were very important in China.Raiding wasn’t the only contact they had with settled agricultural society; they also had to trade in order to get many of the goods they needed. Two things happened in the early 1200s to make both nomadism and trading more difficult. One was that the temperature of the steppe declined a little, not enough to threaten human life directly, but enough to affect the fragile balance of the environment and reduce the length of time during the year that grass grew. With less grass, herders had to move. [Refer back to map, climate. ]The other singular development in Mongolia in the early 13th century was the rise of a man called Temujin. He introduced the momentous political innovation of uniting all the Mongolian tribes under his leadership. Previously they had been scattered into separate tribes, a logical political system since the ecosystem would not sustain a large group gathered together, and they had frequent warfare among themselves. But in 1206, after years of preparation, Temujin was named the Great Khan, or ruler over all the tribes at a meeting of tribal elders called a quriltay (koor-ill-tie) or a council.He claimed to have bless ed ancestry and took the name of Chinggis Khan or Ruler of the Universe. His line was established as supreme and having the inherent right to rule. This political development influenced societies in many different areas for hundreds of years. Chinggis Khan took control in a period of economic and political crisis for the Mongolians. Not only was climate change pushing them to move away from their usual areas in search of better pasture. In addition, the northern Chinese ruling dynasty had cut trade with the Mongols.The Chinese did not need Mongolian products – but the Mongols needed to obtain things from the Chinese. In this unequal relationship the Mongolians were vulnerable. Forced by climate to search for better pastures, cut off by their usual trade partners, Mongolians faced severe challenges to their lifestyles and even their lives. These were the conditions when Chinggis Khan took control over a mobile, dedicated and militarily adept population. The stage was set for t he Mongolians to sweep south, east and west throughout Asia and into Europe, conquering as they went.What were the effects of Mongolian control? Intermixing of many different tribes of people and their geographical displacement. When the Mongols conquered a settlement or tribe, particularly of the Turkish nomads who inhabited the steppe to their south and west, they set them up in a military command structure. Conquered men were turned into warriors. Families accompanied warriors, serving as support so that the men were always available for military service and were not required to stay home and work to care for their families’ basic needs.They also intermixed peoples from different areas in each command unit. That way there was less possibility of conquered peoples uniting to revolt. They were turned into mobile military units which would sometimes be left to settle a different conquered area. This had the effect of intermixing ethnic and tribal affiliations so that most of these peoples no longer retained their own distinct culture, but resulted in them adopting their designation as specific units of the Mongols, or hordes. This legacy is still seen in Kazakhstan today, where the Kazakh population is divided into Greater and Lesser Hordes.

Assessing Employee Perception on the Imperativeness for Sustainable Development in Organizations

Assessing Employee Perception on the Imperativeness for Sustainable Development in Organizations Background of Corporate Sustainability: During earlier times, the main objective of organizations was efficient utilization of resources and to capitalize on the fact that how efficient an organization is to convert its capital into profits (Jensen and Meckling 1976). The main role of the government is to make suitable structure which ensures that a leverage is built between this comportment of organizations in always achieving optimum amount of profits with overarching societal goals (Friedman 1970). A lot of management associates and researchers have confronted this imperativeness of organizations on profit maximization. Their outlook says that organizations have broader accountabilities and not only achieving maximum return on capital. Hence, in this context this thought of corporate sustainability gained importance (Hanley 2000). The concept of sustainability development has emerged from the macroeconomics level. It is primarily based on three factors – environmental reliability, economic wealth and social justi ce. They are also popularly known as three supports of sustainability (Elliott 2005). Since organizations have full access to the productive resources of the economy so, without organizational support sustainable development will not be so much effective (Bansal 2002). Background of Employee Perception: Fabricating an understanding of the societal behaviour from the information one generates from senses is known as perception. On the other hand, we can also say that perception is the method by which one can form opinions about other person’s qualities and characters. (Myers, 2004). Many debates have occurred stating that perception is the single most important determinant of human behaviour. In addition to that there can be no behaviour without perception. However concentrating on managers in an organization, OB theorists argue that, since there cannot be one specific strategy for analysing the perception of other people. So, ultimately it will depend on managers own ingenuity, creative skill set and contemplative abilities to handle perception (Rao and Narayan 1998). Employee perception and sustainable development in organizations. Unfortunately, this relation of employee perception and corporate sustainability has not been explored fully. Fewer empirical research has been done in this area which justifies or even mediates the relation between employees and sustainability. Neither in relation to employee perception of their organizations sustainable development or how corporate sustainability effect their everyday work outlook and behaviour (Aguilera et al. 2007) Lately, OB researchers have comprehended normative theory in the framework of sustainable development. Specially, researchers have argued, if employees’ perception is that organization has followed the path of profit generation by imbedding sustainable development into their organizational procedures, this will have positive effect of employees perception (Rupp et al. 2006) Hypothesis: Employee perception is positively related to sustainable development in an organization. Many studies have associated sustainable development with perceptive, responsive and behavioural employee reactions (Becker-Olsen et al. 2006).

The role of microRNAs in breast cancer Essay Example | Topics and Well Written Essays - 1750 words

The role of microRNAs in breast cancer - Essay Example Below is a description of the effect of miRNAs in breast cancer metastasis, treatment and cause. Regulation on Cancer Causing Proteins According to Yamashita and others, mis-expressions or mutations in miRNA have been associated with different types of human cancers. The loss-or-gain-of function of some miRNAs has also been found to contribute to tumorigenesis and epithelial cellular transformation of the breast. Research has also revealed that profiling of miRNA expression shows that different molecular subtypes in breast cancer have different expressions of miRNAs (Yamashita et al, n.d., p. 331). ER? is responsible for breast cancer. There are two types of ER? related breast cancers. There are ER?-negative and ER?-positive breast cancers. Most primary breast cancers express ER? with an approximate value of 70%. ER?-positive breast cancers have been found to respond positively to endocrine therapy. This could be because of the role of ER? in the endocrine system. ER? is necessary fo r estrogen-dependent growth. It affects the response to endocrine therapy among women with ER?-positive breast cancers depending on its level of expression. ... 331). The Roles of miRNAs in Cellular Processing There are various cellular processes in which miRNAs are involved. These include development of skeletal and heart muscles, and establishment and maintenance of cell lineage. The miRNAs have the ability to express specific tissue, which has been, observed in insulin secretion, proliferation, hematopoiesis, adepocyte development, apoptosis, and brain pattering. Because of these roles and involvement in diverse cellular functions, miRNAs’ function and expression dysregulation has the potential to cause diseases. This has been observed in Tourette’s syndrome, fragile X syndrome, and from recent research studies, associated with cancer development and progression (Kayani, Kayani, Malik & Faryal, 2011, p. 3175). Bachour and Bennett (2011) also note that miRNAs are involved in regulation of apoptosis, proliferation and differentiation, and have the ability to directly obstruct stability and translation of specific gene transcri pts that they target and cause cell physiology disorder. In breast cancer, for example, miRNAs have been found to be involved in the dysregulation of tumor suppressor genes and oncogenes, causing progression of breast cancer (Bachour & Bennett, 2011; Liu et al, 2011). MiRNAs are also found in regulation of cell development and cell cycle. This characteristic places them in the best place for exploring anticancer treatments. Altered miRNA signatures cause breast cancer metastasis and development. This has been identified through the study of the effect of the loss of tumour suppressor miRNAs such as miR-31, miR-203, miR-30a, miR-34a, miR-200s, miR-205, miR-342, miR-125s, miR-206, and let-7s, or the over-expression of oncogenic miRNA such as miR-21, miR-155, miR-222, miR-10b,

Global warming Essay Example | Topics and Well Written Essays - 250 words - 6

Global warming - Essay Example Allegre et al argues that CO2 can’t be a pollutant yet it is colorless and odorless. According to Wenner, there are several research evidence that shows that human activities cannot change the climate in any way. Curry argues that several research proofs that climate is insignificantly sensitive to carbon (IV) oxide increase in the atmosphere. Therefore the argument that emissions related to CO2 should be reduced is baseless. Curry believes that those supporting global warming have been exaggerating their findings using fabricated data. She believes that an organization like the Intergovernmental Panel on Climate Change has been misled. â€Å"This pause in warming is at odds with the 2007 IPCC report, which expected  warming to increase at a rate of 0.2 degrees Celsius per decade in the early 21st  century.† The fact that even the International Panel on Climate Change, a body with both human and financial resources, cannot prove the existence of climate change shows that it doesn’t exist. The proof that the temperature of the world has been stagnant for more than a decade is a proof enough that global warming is not well researched as a field but

The Many Faces of Affirmative Action Essay Example | Topics and Well Written Essays - 500 words

The Many Faces of Affirmative Action - Essay Example The concept of compensatory justice for wrongs that were committed against a race of people on a massive scale is a part of the American tradition. America has a long history of reparations regarding the Japanese in World War II, Native Americans, and General Sherman's promise of 40 acres to the freed slaves at the end of the Civil War (Burch, 2008, p.121). As moral agents, citizens not only have an obligation to compensate those that have been wronged by society, "it would be unjust to prevent [them] from living up to [their] responsibilities" (Radzik, 2003, p.328). In addition, it gives the African Americans a fast track to catch up to the society that had left them behind centuries earlier. Catching up in the free market of education or employment cannot be done when a person is severely disadvantaged, and Affirmative Action simply removes the disadvantage. By 1965, the white dominant class had a near monopoly on education, the professions, and upward mobility. Affirmative Action helped to break this stronghold and presented opportunities to the African Americans that were previously excluded due to unfair competition. Supreme Court briefs filed by executives and retired military officers argued that "the United States cannot compete in today's global economy, or maintain an effective military, without racially diverse business and military leaders" (Foner, 2003, p.5). By introducing these additional women and minorities into the marketplace for education, it has improved the quality of the educational system, the students, and our global status. Giving women and minorities an advantage in gaining an education has been instrumental in breaking the cycle of poverty and the destiny of culture. Young people, who had little or no cultural capital, and no family tradition of higher education, would be doomed to repeat the life of poverty and continue the struggle endured by their parents. Though there has been some progress made, there is still a significant gap in representation in the professions such as the legal field (Tatum, Nichols, and Ferguson, 2008, p.80). Still, Affirmative Action is the best, if not the only, hope that many of these people are given.

Learning Vocabulary for Saudi Arabian Students Research Proposal

Learning Vocabulary for Saudi Arabian Students - Research Proposal Example Focusing on the methods of teaching the English language, vocabulary was disregarded and reduced, while grammar and pronunciation were given more emphasis (Al-Jabri, 2005). According to Harmer (2007), teachers are very unsure of how to determine a suitable method of teaching English because of the variety of different approaches and methods available. They can gradually, with experience, create their own method of teaching. This could be the most appropriate method they can use according to the context they teach in (Scrivener, 2005). Students usually choose a low-effort strategy when they are required to do a task (Krashen, 1987). They seem to prefer translation of new vocabulary rather than getting their meanings from the contexts or from doing pair-works (Prince, 1996). It is significant to shed light on the effectiveness of the English teaching methodologies in order to increase the awareness of English teachers to re-evaluate their teaching methods, considering the applicability of these methods on the social and cultural situations. Based on my teaching experience, therefore, I propose to investigate whether the Grammar- Translation method is more effective than CLT approach at the vocabulary level. Much has been said and talked about the traditional ways of teaching. One of the ways is the Grammar Translation Method which dates back to the 17th, 18th, and 19th centuries when foreign language learning was associated with the learning of Latin and Greek. In the process of teaching and learning English, translation is used in the Grammar Translation Method. According to Boey (1970) the student is first required to learn the vocabulary lists consisting of L2 words and its equivalent L1 words. L1 is used to teach the grammatical rules of L2. Thereafter, practice exercises are given to students where they have to translate the L1 sentences into L2 sentences by applying the grammatical rules to the vocabulary learnt. On the other hand, the main aim of the Communicative Language Approach (CLT) is to produce churn out students who are communicatively competent. In this method, the teacher first gives a presentation and thereafter, students are made to use the language through activities, such as games, role plays and problem solving tasks. (Larsen, 1987) According to Maleki (2005), the main purpose of these two languages - GTM and CLT was to promote the intellectual skills of its speakers. Therefore, it was extremely important to focus on sentence structure, grammatical rules, learning of vocabulary and translation of literary texts. The other method which is now more prevalent for teaching is the Communicative Language Approach. Wen Wu (2008) stated that Communicative Language Approach is mainly based on the idea that the primary function of language use is communication. According to Al-Shabbi (1994), due to its emphasis on fluency over accuracy approach, the Communicative Language Method has not paid much attention to spelling in the EFL (English as a Foreign Language) classroom. Even the great appeal of Communicative Language Teaching has not been able to overcome the psychological barriers which becomes a hindrance in the learning process. Though it's unfortunate, that CLT is quite in use,

The topic can be proposed by the writer Assignment - 19

The topic can be proposed by the writer - Assignment Example As a result of falling out between Louise and Sarah, Sarah decided to vote for shares in violation of the agreement with James. Was Sarah right to vote for James shares in violation of the agreement signed with James? The court of trial held that the rightful holders of the office are those people who are elected in a written consent. It reasoned that the consent was effective if only Sarah’s votes counted towards the majority side and her vote could only be counted is her agreement with James did not bind them. For an individual to act effectively as a proxy, a document must identify the shares that are to be voted by the agent. Proxies are usually revocable unless they are able to satisfy the requirements. A duly proxy that can be executed is only irrevocable if it states that it is irrevocable and only if it is coupled with a sufficient interest in law supporting a power that is irrevocable. The court ruled that James had no power to vote for his share by the time he made contract with Sarah. Basing on the foregoing, we hold that the proxy James gave to her daughter- Louise, failed to satisfy all the requirements of a proxy hence it was

Literacy Project- Emergent Reading Research Paper

Literacy Project- Emergent Reading - Research Paper Example This is then able to lead into awareness of phonetics, language, print and words. The four blocks not only works with the four levels to reading and writing, but also implements directions that ensure each child is able to work to discover new areas of language while progressing through kindergarten through the third grade. This ensures that each child has a strong basis for recognizing, understanding and writing what is needed for the language learning (Sigmon, 1997). The main component that is a part of the four blocks plan is based on the struggles which children often have when going through the first stages of reading and writing. The force that is taken to read and write is one of the components that are associated with this, specifically which doesn’t allow different styles of thought processes to be implemented. This has led to the initial stage of learning which is to create a desire for each of the children to learn and be a part of the instruction. The rest of the g uide is based on combining each of the necessary steps for reading and writing, specifically so each child has the capability of creating a different approach to early literacy. These combined efforts are then able to guide students into a holistic approach to learning how to read and write (Sigmon, 1997). Part 1.2 Differing Stages of Literacy Development The differing stages of literacy development are devoted to an understanding of the behaviors and cognitive development which a child goes through. Each stage of learning has to coincide with the development of cognition that is approached by each child as well as how these change with the skills created. The literacy development is conducive of the development of oral language, writing and reading. It is known that there are two stages to the development. The first is based on the age of students, specifically which changes the capabilities to understand the cognitive associations with reading and writing as well as the value whic h this carries. The second is based on the learning styles and diverse concepts, specifically which is associated with Gardner’s eight learning styles. According to constructivist principles, the age and the cognitive diversity need to coincide to assist with literacy development. With the constructivist ideologies, there is a sense of engaging children in the concept of learning how to read and write and tapping into different developmental aspects based on cognition to assist children with the learning required (Many, 2001). Part 1.3: Effective Reading Instruction for Learners from Different Cultural and Linguistic Backgrounds A challenge which is currently in the educational system is based on cultural and linguistic backgrounds which differ. Diverse regions which children come from to English as a second language have developed as a prime subject among educators, specifically because reading, writing and speaking levels differ among children of the same age and at the sam e cognizant level. A theory which tackles this topic is transculturation, which allows the diverse concepts to be embraced in the classroom. According to this theory, teachers have the capacity of recognizing the diverse backgrounds, noting the differences in how the languages are used grammatically and how this can be a part of the learning for the rest of the class. The transculturation leads to group activities and interaction which compares the cultural and ling

Partick O'Donnell City Councilman Essay Example | Topics and Well Written Essays - 250 words

Partick O'Donnell City Councilman - Essay Example Chapters 13 and 15 of the book are titled, Counties, Special Districts and Regional Agencies and Issues for the New Century, respectively. This is because; the meeting being announced is scheduled for discussions on present matters that have a strong bearing on California’s future and welfare. Particularly, in pages 90-92 in chapter 13 of the book, Field discusses how regional agencies and corporate entities affect the growth and stability of the ‘golden state.’ In chapter 15 of the book, particularly in pages 102-108, the author divulges on and discusses the challenges that continue to beset Chicago. It is not in doubt that recent events in Chicago at the time would discuss the setbacks that Chicago would be facing at the time. It is also very likely that the prospects that the 7- eleven convenience stores bring towards Chicago’s security, economic development and local employment will be applicable in the meeting (Field, 90-3, 102-8). All these are indica ted in the index page 134. The summary of the article is effective since it amplifies the intent of the article and the meeting that it is intending to communicate. The success of the meeting is premised on the manner in which it communicates the intricacies of the message: the date (May 30th, 2012), the venue (Lawn Bowling Club Recreational Park) and the theme of the meeting (the 7- eleven convenience stores of Anaheim and Ximeno). The May 1st, 2012 article titled Chat with Special Guest: LBPD Specialist Kymberly Cloughesy is also important and successful since it communicates the challenges that Chicago has faced and the solutions that O’Donnell has proposed and continues to ratify. The article O’Donnell Keeps Long Beach Moving is also important since it explains O’Donnell’s rationale that having a flowing traffic is not only an efficient and fair way of using Chicago’s budget. Likewise, by expanding 405 Freeway

Siddharta Essay Essay Example for Free

Siddharta Essay Essay Teachers are important figures in everyone’s life: they prepare for future events teaching lessons and giving suggestions. The book Siddhartha, written by the German author Herman Hesse, shows a perfect example of education and understanding given by different types of instructors. The protagonist, Siddhartha, is the son of a Brahmin, and he has an assured future as a religious figure. He is unhappy and unsatisfied in the beginning of the novel: he can’t find the right answer to his questions. He distrusts teachers, because they didn’t teach him the life lessons he wanted. He doesn’t think his actual life can lead him to nirvana, the maximum status of joy and understanding of the self. The following quote proves this statement: Siddhartha had started to nurse discontent in himself; he had started to feel that the love of his father and the love of his mother, and also the love of his friend, Govinda, would not bring him joy for ever and ever, would not nurse him, feed him, satisfy him. (Hesse 5). He decides to embark in a journey to reach enlightenment, and during this spiritual path he learns some life lessons through persons considered nontraditional teachers, people who influenced his life, and taught him indirectly, such as Govinda, Kamala and Kamaswami. The first instructor that Siddhartha acquires knowledge from is Govinda, one of the most influential characters in the novel: Siddhartha’s best friend, companion and disciple. He is unlikely to be a teacher, mostly because of his follower behavior, but despite the reader’s opinion of him in the beginning, he reveals himself as one of the most important nontraditional teachers. The main feature of Govinda is the fact that he doesn’t choose his own path, he always is a follower. Hesse emphasizes Govinda’s status by defining him as a shadow: â€Å"Govinda wanted to follow him as a friend, his companion, his servant, his lance bearer, his shadow† (4-5). Initially he assists Siddhartha in his quest for enlightenment, but when he encounters another master, Buddha (an enlightened person with a group of followers), he decides to apply his philosophy and to become one of his disciples. This character is really important for Siddhartha, because, in the moment of his friend’s worst depression, the climax of his journey, he saves him. A clear evidence of this fact is the  following quote: â€Å"I saw you lying and sleeping in a place where is dangerous to sleep. Therefore I sought to wake you up oh sir† (67). This shows how Govinda cares about his friend and takes the role of a nontraditional teacher. Another quote that proves the fact that Govinda has a savior role is the following one: â€Å"Once, O worthy one, many years ago, you came to this river and found a man sleeping there. You sat beside him to guard him while he slept, but you did not recognize the sleeping man, Govinda† (95). The main teaching he taught to Siddhartha is that he has to find his own path; he has to embark on his own journey to reach the understanding of the self. This character will remain important even in the end of the story, because the novel finishes with his word s, meaning that Siddhartha has become a teacher, the figure he distrusted. The second influent person in the protagonist’s is Kamala: she is an attractive courtesan that makes the protagonist fall in love with her. Before Siddhartha met Kamala all he knew was thinking, waiting, and fasting(46). The main character meets her during a period on his life where he tries to focus on material things; he tries to find a different way to understand the self. Kamala represents Siddhartha’s entering into the world of greed and lust. She is considered a teacher because she teaches him some important life lessons; she shows him the best of what the material world has to offer. This quote proves her status as a teacher: â€Å"If it doesn’t displease you, Kamala, I would like to ask you to be my friend and teacher, for I know nothing yet of that art which you have mastered in the highest degree† (50). Kamala makes Siddhartha realize that the material world isn’t enough to satisfy him, it isn’t the right choice for his path and the right way to reach nirvana. He learned from her that he could not expect to receive love unless he gave it first. She taught him the the value and the meaning of the life in which he was living and the moments he had spent with her are considered good. She instructs Siddhartha in the art of physical love: In addition to being Siddhartha’s lover, Kamala helps him to leave his ascetic life as a Samana behind. When he met her, he had some ideas and principles of his previous ascetic group, in fact he was a simple Samana from the forest(45). Siddhartha, thanks to the beautiful courtesan, understands what love is, and after some time they give birth to a son. Her teachings include also exterior aspect and clothes: â€Å"I am beginning to learn from you. I already  learned something yesterday. Already got rid of my beard, I have combed and oiled my hair. There is not much more that is lacking, most excellent lady: fine clothes, fine shoes and money in my purse† (54). Her goal is to educate him about sex and human passions. Although Siddhartha becomes disillusioned in the end, because of the emptiness of his life in the material world, he cites Kamala as one of his primary teachers on his journey to find nirvana. The third important teacher is Siddhartha’s journey is Kamaswami, an older businessman who represents an instructive figure mainly because he teaches him the art of business. The protagonist, referred by Kamala, puts himself in the old man’s hands. Under his guidance, Siddhartha successfully enters into the society of city-dwellers: â€Å"When Kamaswami came to him to complain about his troubles or to take him to task over some business deal, he would listen with good humor and interest, marveling over him, trying to understand him. He would allow him to think he was right to the extent that he seemed to require and then would move on to the next person who sought his attention† (75). Kamaswami tries to teach Siddhartha about business life. He shows him the accounts, the goods and warehouses (65). While Siddhartha is working for him, he realizes that business doesn’t satisfy him, it doesn’t create any interest; more particularly, it does not stir his heart (66). Another quote that proves the statement is His heart was not indeed in business (69). Material things do not interest Siddhartha, in fact he hears a voice inside him, telling him that business and money are a game: Kamaswami conducted his business with care and often with passion, but Siddhartha regarded it all as a game (66). The old man, as a wealthy merchant, has qualities that Siddhartha refuses as a Samana. The businessman is obsessed with wealth, so there is a noticeable contrast between them. The life lesson he learns from Kamaswami is that material things create unhappiness. He realizes that money and business are not important: they are just temporary things. During his journey, Siddhartha learns some life lessons from different teachers like Govinda, Kamala and Kamaswami. All these instructive figures contribute to his accomplishment, contribute to the achievement of enlightenment and were indispensable to his spiritual mutation. Throughout  Siddhartha condemns and left his teachers, in the end he becomes one. For his whole journey he is the one who learns, and all his past experience leads him to become the one who teaches. Thanks to those teachers, he finally finds what he has been looking for, after all the sacrifices he did and all the difficulties he has been through.

Terrorism Definition Essay Example for Free

Terrorism Definition Essay â€Å"Terror or terrorism is one of the oldest disasters on the earth. It can be said that this system named terrorism is, for the centuries, here on this earth. But there have always been differences to define it. If you talk from the side of terrorists, you can hear different reasons of terrorism from every affected area of terrorism. If not going deep into, it can be understood, the affected victims of the society call it terrorism what the terrorists indulged in terrorism call it crusade, revenge or an offensive action to oppose. The worldwide terrorism has different reasons in different parts of the world. Somewhere the terrorism is to get freedom or somewhere to get sovereignty. At same place, these activities are being carried out to free the region from the opponents. At some places the basic reason of terrorism is poverty, starvation unemployment. But at international level, the media mostly talks of, that is so said the Islamic terrorism.† http://www.irfi.org/articles2/articles_2851_2900/American%20Target%20-%20Terrorism%20or%20Islam.HTM. â€Å"There were terrorist activities even before the 9/11 terrorist attack on America. But the form of terrorism was different from the form of terrorism prevalent now-a-days. Before 9/11, America was known as the spectator of so said Islamic terrorism or at some places it was known that it worked as a helper to organize it. But the event of 9/11 forced America to think that even America can fall victim to own pet snake. So on this day, American President Bush declared to start a worldwide war against terrorism. After the event of 9/11, America took a vow to uproot the tree of terrorism from the world. Most of the Muslim countries of the world strongly oppose the thought of strong religionist terrorism call it anti-Islamic. These Muslim countries openly favored America against terrorism after 9/11. Even the terrorists accused the rulers of these Muslim countries, who opposed terrorism, as anti-Islamic or Pro-American.