Favorite Holidays Essay Example for Free

Favorite Holidays Essay 1. One of my favorite Holidays is 4th of July. A few years ago my dad and I went to Washington to pick out some illegal fireworks. So we went to the Black Cat firework store . I got some mortars and roman candles and all the fun fireworks you could think of. So the day before 4th of July we were lighting off a few roman candles and all of a sudden a under cover police car pulled into our driveway and the police officer inside the car said â€Å"are you lighting off illegal fireworks?† because he saw me with the roman candles, and my dad said â€Å"yes† so the police officer confiscated all the fireworks we had bought and were fined a thousand dollars. We did get our ticket reduced down to $250 because we attended a fire works class. This definitely opened my eyes to the danger of fire works. From that day forward, I’ve learned not to do anything your not supposed to do, like buy illegal fireworks. 2. My sister graduated last year and moved to Los Angeles to pursue her passion. She grew up training in dance and singing. We have a close family and we support her all the way. My family and I traveled to see her this summer. She sang originals song and danced with her back up dancers for the music label industry. Very important people were their to see her. She did fantastic and is signing with a major record label. She will be releasing her single by the end of this year and her album in Januarary of 2014. This was a big eye opener to me to know that working hard and pursuing your dreams can really come true. 3. A couple years ago my grandmother passed away. She was very sick the last few days she was alive and my family and I knew she only had a few more days before she was to pass away. I helped her all that I could and so did my parents. She was a great grandmother and nobody could replace her, she was my dads mother, she was the best grandmother anybody could ask for. I remember the game we use to play when she would babysit me, it was called hide the thimble. She had a thumb thimble for sewing, and we use to hide it all over her house kind of like hide and seek, she also used to make the best brownies I have ever eaten. But from that day on I have always learned one thing, you never know how much you miss someone until there gone.

Effect of Globalisation on Communication in Tourism Industry

Effect of Globalisation on Communication in Tourism Industry Globalisation and the Internet have changed every aspect of the tourism and leisure industry – from marketing and communication channels to booking and hospitality services. Many of the previous strategies employed by the industry no longer are effective because of these new market forces. Organisations within the tourist and leisure industry must be attuned to the shift in consumer and business trends related to where they seek information and book their travel in order to maintain or grow their businesses. Companies should also be aware of how various communication channels can be leverage to attract specific regional tourist markets. This paper examines both traditional and innovative communication channels – print, media, Internet, agencies and booking companies, and word-of-mouth – to distinguish between what is effective and non-effective now and in the near future based on specific trends that are currently influencing the industry’s evolution. As t he research found will illustrate, the effectiveness or non-effectiveness of each channel is linked to the travel stage – from planning and booking to the destination experience and journey home. Traditional communication channels within the travel industry have centred on booking agencies an shops, print media and advertising, marketing collateral, and television and radio. When it comes to the destination experience, word-of-mouth, travel kiosks, and tourist centres are other traditional channels that seem to work well.[1] These channels were – and, to a certain extent, still – able to provide brand promotion, nurture customer relationships, and offer a â€Å"value proposition.†[2] In relation to marketing efforts, traditional channels â€Å"follow a passive one-to-many communication model, whereby a company reaches current and potential customers through the broadcasting of the same message.†[3] However, in terms of today’s marketing strategies, there are a number of reasons why this channel is not effective: â€Å"uncustomised message to every consumer, wasted exposures to uninterested audiences, and ‘noise’ distraction fro m competing and conflicting messages.†[4] Additionally, traditional mass media formats of print, television and radio do not offer the new demands for interactivity, flexibility, and accessibility.[5] In terms of booking travel, these channels may still attract a certain demographic of travellers, but they mediums do not reach the potential audience that might be possible if more innovative channels were utilised. This is because of a movement related to consumer preferences from the â€Å"High Street† to the Internet.[6] In addition, these channels could also be considered ineffective based on their inability to maximise monetary resources. These channels can also be ineffective in that they do not build repeat business or encourage long-term relationships with customers because there is an inability to develop specific, customised communications. Print, television and radio tend to be more expensive while booking agencies and shops tend to produce higher overhead costs, making these more expensive than some of the newer methods of communication that rely on technology to reach more people while minimising the cost of using these channels. The traditional methods of commun ication tend to be more fragmented, reducing the level of brand recognition and equity that could be achieved through some of the more innovative channels.[7] One aspect where traditional communication channels may still be effective is with destination guides and services once travel has been booked and the trip has commenced. For example, it is estimated that 60-70 per cent of visitors to the UK will still use travel books and guides while 10-20 per cent will still seek Tourist Information Centres or related â€Å"in person† service to get their information.[8] While 25 per cent may utilise the Internet or a mobile device while others will use a combination of traditional and technology communication channels to find information about their destination while travelling,[9] traditional channels seem to be more effective during this part of the experience. There are signs, however, that indicate that technology may enable these communication channels to become more effective in addressing travellers who are seeking unique destination experiences and on-demand information. While basic information, such as specifics on major attractions, hotels, restaurants, and the like, will still be sought, there may be a need to also supply information on unique places, opening and closing times, special exhibitions, and smaller attractions.[10] As travellers become more technologically savvy, the traditional methods may no longer satisfy demand. As one study noted: For example, growth is being realised in handheld devices that â€Å"combine cell phone voice communication, Internet access and global positioning – enabling visitors ‘en route’ to a destination to access product information and make bookings; to put together itineraries; and to relate their position quickly to nearby services (theatre, restaurants, attractions, events, etc.[11] Those destination service organisations currently focused on traditional communication channels may want to start strategising on how to incorporate new channels into their offering to retain their customer base. More than other industries, tourism is an â€Å"information-intensive† industry that consists of numerous producers that need to work together to serve their clientele.[12] As such, it was one of the first industries to widely adopt[13] some of the emerging communication channels, such as the Internet, which has increased the â€Å"interactivity between consumers and suppliers.†[14] Not only does it provide an inexpensive delivery channel for information, but it also â€Å"empowers the marketing and communication functions of remote, peripheral and insular destinations as well as small and medium sized tourism enterprises which become able to communicate directly with their prospective customers and differentiate their product according to their needs.†[15] Traditional communication channels could not provide the geographic reach that a channel like the Internet has now been able to do in creating an infrastructure that enables information convergence. One niche where the Internet has been particularly effective as a channel for the tourist and leisure industry is marketing communications and advertising by creating a â€Å"narrowcast.†[16] In terms of addressability, those utilising this channel can also provide unique experiences for the consumer. Customisation of information and the ability to create unique sales propositions make newer communication channels, such as the Internet and database management, more effective than its traditional predecessors. The Internet can effectively mirror the benefits of personal selling techniques â€Å"but with much more flexibility, better memory and less cost.†[17] This need for customisation comes from the growing shift in the demographics of today and tomorrow’s traveller. As one research firm noted: â€Å"More attention will need to be given to tailoring propositions to suit the ageing population, those with more time and money to spend on leisure, the childless cou ples seeking quality time, or the emerging traveller nations of China and Central Europe.†[18] Strategies now must address â€Å"multi-generational needs, wants and desires.†[19] The introduction of mobile handsets and high-tech communication channels has helped the industry â€Å"develop and leverage customer relationships and to interact with more customers across more channels than ever before.†[20] The ability to achieve this also creates effective cross-selling opportunities that might not have been possible using traditional channels.[21] Related to these demographic trends, consumer and business demand is also now on an instantaneous cycle. Provide the information that they need or they will move onto the competition. Traditional methods cannot adapt to these lead times[22], making the Internet and real-time answers via web sites a more effective method. Online travel agents are an excellent example of just how effective the Internet is as a communication channel. As one research firm explained, â€Å"The global reach of the worldwide web brings the massive network of suppliers, such as airlines, hotels and tour operators, within the reach of millions of customers.†[23] Unlike a traditional travel agency, online channels provide 24/7 access, real-time updates, and the ability for multiple brands and travel products to be offered simultaneously for the lowest price, reducing the time that the consumer or business has to spend searching for their travel needs.[24] There is also a degree of transparency in pricin g that has never been possible.[25] No traditional communication method can deliver this type of effectiveness. Despite the effectiveness that the Internet and technology have brought to the travel industry, one aspect that illustrates the advantage of traditional methods comes down to personal service. Unfortunately, technology removes the intimacy of face-to-face communication channels. In response, many organisations utilising technology are providing telephone support so that customers still feel that connection.[26] An interesting aspect of business that is becoming a growing part of the tourist industry is environmentally based and involves Corporate Social Responsibility (CSR). This becomes especially important in new and emerging economies.[27] In looking at other aspects of the travel and leisure industry that utilise communication channels, the use of local community groups, community leaders, and media organisations[28] are two channels that work effectively to help develop a sustainable tourist trade in developing countries, such as those in Africa, Eastern Europe, and Asia. These channels can help create a tourist trade in less modernised areas through such â€Å"grassroots† tactics as â€Å"training; participatory workshops; community, group, and individual meetings; local radio; school newsletters; and local events.†[29] In these areas, more advanced channels, such as the Internet, may not be effective except for attracting travellers from Westernised cultures that rely o n this technology to find information. If the goal is to attract more foreign tourists, investment in tactics utilising this type of channel might then become an effective mechanism for a sustainable tourist and leisure industry. The Internet could then become an important way â€Å"to put local tourism micro-enterprises into direct contact with the global market of travellers.†[30] The changing levels of effectiveness in the various travel and leisure communication channels have had the greatest negative impact on smaller, niche travel agencies. They cannot compete with larger online entities that have the resources to participate in the newer, more effective channels created through technological advancements and the globalisation efforts of travel and hospitality firms. Other aspects of the travel and leisure industry can look to utilise both traditional and emerging communication channels for effective coverage and interaction with their customers by enhancing their marketing and promotional efforts while expanding the capabilities of their service offering. The tourist and leisure industry will need to continue utilising a multi-pronged approach through the power of multiple communication channels to serve all its customers. WORKS CITED Buhalis, Dimitrios. â€Å"Information Technology as a Strategic Tool for Tourism and Hospitality Management in the New Millennium.† Tourism Review, No. 2, 1996, pp. 34-36). Grenna, Lucia; Hilbruner, Roberta; Santi, Emanuele; Scuppa, Gianmarco; and Vereczi, Gabor. â€Å"Communication and Sustainable Tourism.† USAID, 2006, pp. 1-27. Kyriakidis, Alex. â€Å"Tourism, Hospitality Leisure – Executive Report.† Deloitte Touche UK, 2003, pp. 1-26. Liu, Zhenhua. â€Å"Internet Tourism Marketing: Potential and Constraints.† Hotel Online. 2000. http://www.geocities.com/luke1980nz/intermet_tourism_marketing_full.htm?20071>. Raleigh, Lori. â€Å"Top Ten Issues in the Hospitality Industry for 2007.† International Society of Hospitality Consultants. November 2006. http://www.hotel-online.com/News/PR2006_4th/Nov06_ISHC.html>. Wright, Tom. â€Å"Customer Contact Services.† VisitBritain. October 2004, pp. 1-33. Footnotes [1] Wright, â€Å"Customer Contact Services,† VisitBritain (2004), 6. [2] Kyriakidis, â€Å"Tourism, Hospitality Leisure – Executive Report.† Deloitte Touche UK (2003), 1. [3] Liu, â€Å"Internet Tourism Marketing: Potential and Constraints.† Hotel Online. (2006), 3. [4] Ibid, 3. [5] Ibid, 4-5. [6] Kyriakidis, Deloitte Touche UK, 4. [7] Ibid, 4. [8] Wright, VisitBritain, 3. [9] Ibid, 3. [10] Ibid, 8. [11] Ibid, 8. [12] Liu, Hotel Online, 7. [13] Ibid, 7. [14] Buhalis, â€Å"Information Technology as a Strategic Tool.† Tourism Review. (1996), 35. [15] Ibid, 36. [16] Liu, Hotel Online, 3. [17] Ibid, 4. [18] Kyriakidis, Deloitte Touche UK, 1. [19] Raleigh, â€Å"Top Ten Issues in the Hospitality Industry for 2007.† International Society of Hospitality Consultants. (2006), 6. [20] Kyriakidis, Deloitte Touche UK, 1. [21] Ibid, 5. [22] Ibid, 1. [23] Ibid, 4. [24] Ibid, 4. [25] Ibid, 5. [26] Ibid, 7. [27] Grenna et al. â€Å"Communication and Sustainable Tourism.† USAID (2006), 7. [28] Ibid, 7. [29] Ibid, 7. [30] Ibid, 8.

Importance of strategic Planning

Importance of strategic Planning The following report is on the Importance of Planning and the main differences between Operational and Strategic Planning. The writer has discussed the relevance of Planning from the point of view of a business along with the two main types of planning, Operational planning and Strategic planning. He has also thrown some light on the difference between Operational and Strategic planning. The writer has referred and drawn ideas from online materials, articles, journals, and text books and would like to thank the authors and publishers and all the experts whose ideas works have helped me with this report. Special gratitude extended to Mr. Dele Amusan, Lecturer, College of Technology London, for guiding students with the topics and also to Dr. Leslie Roberts, Lecturer, College of Technology London, for the assistance she provided regarding referencing. Discussion Management is effective utilisation of available resources, which includes human resources, finances and assets for the attainment of a particular objective. Management consists of five main steps or in other words functions Planning, Organising, Staffing, Directing and Controlling. (Higgins, 1994) Planning according to the writer can be called the primary function of management as it is the foremost step to be taken in management. Planning as J. Higgins says is continuous course of action of developing tasks and objectives and determining the course for their attainment. (Higgins, 1994) Planning is the preparation of a series of action steps to realize a particular objective or purpose. Effective planning enables the attainment of the goal in a much shorter time period. (Dudiy, 2002) Time-management.com compares a plan to a map. They say that the progress towards the goal is clearly visible when following a plan. (Dudiy, 2002) Business Plan Business plan is an indispensable tool for developing ones business.(Kotelnikov, 2003) A Business Plan is any arrangement or preparation that allows a business to look ahead, assign available possessions like funds and assets and also prepare the business to face difficult situations and opportunities. Tim Berry says that A simple start-up plan includes asummary,mission statement, keys to success, market analysis, and break-even analysis. Such a business plan provides a clear idea about the business and its external environment. It tells if it is worth money and time to go ahead with the business or not but this kind of a plan is not quite sufficient to actually run the business (Berry, 2009). As Fred Adler quotes The seeds of every companys demise are contained in its business plan. (Adler, 1987) The external environment plays a major role in every businesses success or failure. An entrepreneur no matter how good or experienced will still have a hard time succeeding in a business within an adverse environment. For example, A restaurant near the city dump can hardly hope to succeed; same would be the case of a designer boutique if opened in a village. Therefore it is advisable to study the external environment before investing in a business. The main objective of every entrepreneur or a business is to formulate profit. For this the satisfaction of the customers is a necessity. A good business plan can help in identifying the factors affecting the business and can tell if the business can succeed or fail. Such a plan can also help in then recognising the solutions to existing problems. It helps the entrepreneur to have a brief idea of what can be done, how he can do it and where he should do it. (Siyavula Uploader, 2009) Business Plans themselves are categorised into two major types Operational Business Plan, and Strategic Business Plan. Operational Plan The Operational plan might sound mundane but it is an indispensable element for your business plan. It forms the basic foundation of a business plan and answers the elementary questions such as the type of product or service provided and by whom, the daily activities of the business, who the suppliers, dealers or vendors are and how they are used, what the labour requirements are and also details regarding the types and sources of raw materials used. This kind of a plan educates the reader how the business is taken to consumer, that is, how the customers get access to the products or services provided by the company. (Bissaillion, 2005) Imagine if a person was to start a business. In his Operational plan he would have to include at least the following details. * A general outline of the daily operations, timings, and working days. * The location of the business, its value and weight. * The required equipments, its worth and the financial arrangements to buy them. * List of possessions, property and resources and its worth. * How and from where you will get the resources or raw materials required. * Details regarding production of goods or services provided, explaining the time taken, facing potential problems etc. * Estimate on product or service pricing. (Ward, 2009) It is important for an Operational plan to contain the above given data, but in certain cases depending upon the type of business more data maybe required or sometimes some data provided above could be insignificant considering the business planned for. Strategic Plan A Strategic business plan is generalised and usually a five year plan focusing on long-term goals and objectives of the company. (Berry, 2008) A companys growth depends upon the quality of the strategic plan and its effective usage. It maximises the growth potential for the business with a rational view of the future. The purpose of a strategic plan is to look ahead of your daily activities assessing the future of the company and establishing your priorities. (www.businesslink.gov.uk, 2009) For making a good Strategic plan one must have a clear idea of three chief rudiments of his business The present status of the business, Future position of the business, and How to get there. (www.businesslink.gov.uk, 2009) * Assessing the current status of the business requires a good understanding of the business in a whole. How it operates, the kind of market it is in and its profitability. * Where you want to take your business is basically your objective. It involves establishing your goal but it must be realistic because the plan should be achievable. A strategic plan is made not just to work for; it is made with an aim to achieve it in the considered period of time. So it is important that the plan is set high and yet practical. * The method of getting there involves understanding the working of the business. Understanding the processes helps in making the right decisions and changes, and thereby, modify the working of the business according to the plan and the set goal. Differences between Operational and Strategic Planning A strategic plan must never be confused with an operational plan. A strategic plan is always made for a long period of time, commonly three to five years and sometimes even up to ten or twenty years in case of some companies, where as an operational plan is never that long. Strategic plans always have a clear concept and vision and most importantly a clear idea of the direction it should progress in. On the other hand an operational plan does not require these because of its short term of implication, but it has to be tactical and immediately executable. Since the Operational plan has a short term of action its effects can be seen in the business and therefore it is possible to evaluate it. (www.planware.org, 2004) Conclusion Planning plays an important role in all the facets of life. Without proper planning it is impossible for a business to grow or even succeed for that matter. Even the best plan cannot be effective without proper implementation and therefore it should always contain the methods for executing the plan for realization of the desired objectives and succeeding in the business. The two major types of planning are Operational planning and Strategic planning. Operational planning deals with mainly the daily activities of the business and helps in achieving short term goals. Strategic planning on the other hand aims for goals on the long run and emphasises on the future of the company. References Adler, F. 1987, Read This Box, Save $5,000,000, Inc. Magazine, [Online], Available from URL: http://www.inc.com//magazine/19870201/8146.html, [Accessed 26 November, 2009] Berry, T. 2008, Different Types of Plans for Businesses, [Online], Available from URL: http://articles.bplans.com/growing-a-business/different-types-of-plans-for-businesses/82, [Accessed 24 November, 2009] Berry, T. 2009, What is a Business Plan?, [Online], Available from URL: http://articles.bplans.co.uk/writing-a-business-plan/what-is-a-business-plan/384, [Accessed 24 November, 2009] Bissaillion, B. 2005, How You Going To Run Your Business, Business Operational Plan, [Online], Available from URL: http://www.business-plans-guide.com/operational-plan.html, [Accessed 25 November, 2009] Dudiy, S. 2002, What is planning and why you need to plan,[Online], Available from URL: http://www.time-management-guide.com/planning.html, [Accessed 26 November, 2009] Higgins, J. 1994,The Management Challenge,Second edition, Macmillan. Kotelnikov, V. 2003, Business Plan,[Online], Available from URL: http://www.1000ventures.com/business_guide/bp_main.html, [Accessed 25 November, 2009] Siyavula Uploader, 2009, The business concept, [Online], Available from URL: http://cnx.org/content/m22589/1.1/, [Accessed 23 November, 2009] Strategic Planning, 2009, [Online], available from URL: http://www.businesslink.gov.uk/bdotg/action/layer?=enr.s=scr.l1=1074404796r.lc=enr.l3=1079687477r.l2=1074446322topicId=1079687477r.i=1079693661r.t=RESOURCES, [Accessed 26 November, 2009] Ward, S. 2009, The Operating Plan Section Of The Business Plan, Writing The Business Plan: Section 7, [Online], Available from URL: http://sbinfocanada.about.com/cs/businessplans/a/bizplanoperplan_2.htm, [Accessed 24 November, 2009] Introduction to Strategic Planning, Business Planning Papers: Developing a Strategic Plan, [Online], 2004, from URL: http://www.planware.org/strategicplan.htm, [Accessed 26 November, 2009]

Shakespeare’s Language Essay -- Essays Papers

Shakespeare’s Language The impeccable style and craft of Shakespeare’s writing has always been looked upon with great respect, and it continues to serve as an inspiration to writers and thinkers today even as it did when it was being first performed in London. Shakespeare’s modern audience, however, is far less diverse than the one for which he originally wrote. Due to the antiquity of his language, Shakespeare’s modern readership consists mostly of students and intellectuals, whereas in Shakespeare’s own time, his plays were performed in playhouses packed with everyone from royalty to peasants. Because of this, Shakespeare was forced to write on many different levels, the most sophisticated of which appealed to his more elite audience members, while the more straightforward and often more crude of which appealed to his less educated viewers, and the most universal of which still appeals to us. In act 3, scene 4 of King Lear, Shakespeare demonstrates the multi-layered quality of his writing in the conversations that takes place between King Lear, The Fool, Edgar and Kent. Shakespeare uses the language of Edgar, which is witty, crude, and a little bit shocking, in order to appeal to his lower class audience. However, at the same time, Shakespeare uses the entire scene to draw an extended metaphor between the inner turmoil of King Lear’s life, and the outer turmoil of the storm, a more subtle literary element that would have appealed to a person with a better education. In line 69-74, Shakespeare seamlessly integrates the two levels of entertainment: â€Å"Edgar: Pillicock sat on Pillicock hill. Halloo, halloo, loo, loo! Fool: This night will turn us all to fools and madmen. Edgar: Take heed o’ the foul fiend; obey thy p... ...ct between Regan and Goneril on the one side and Cordelia on the other is a situation of trust and betrayal that appeals to the most basic of human feelings. These portrayals of fundamental human conflicts; trust and betrayal, good and evil, logical and insane, as they are shown in King Lear appeal as much to human minds of all levels of education today as the did in Elizabethan England. Shakespeare’s original audiences appreciated his work on all of its different levels, something that is almost impossible today for all but the most dedicated Shakespearean scholars. However, there is something that resonates equally with today’s audiences as with the audiences of Elizabethan times, and that is the effortlessly accurate portrayal of humanity that Shakespeare achieves through some of the most beautifully crafted literature in the history of the English language.

Social Capital in the Developing World Essay -- International Developm

The globalized world today is getting very advanced in all areas and so has become very competitive. This then accommodates the use of a comparative approach in society. Comparative, an activity derived from the word comparison meaning to compare, it is defined as a research which uses data that are compared between at least two countries (Ragin, 1987). This comparative study is a very important phenomenon in the field of social science and commenced in the1960s and 1970s. It is used as an essential form of an investigating tool in analyzing the operations between different countries with a view to formulate solutions for under- developed countries and to give details of the development of social structuring in the framing of public policies (Ghorra-Gobin, discussion paper No. 40). In order to do a comparative analysis/study, a case study is usually done between two countries. The objective is to foster a better understanding of how and why certain scenarios occur in one country and how it relates to the same scenario in the other country. One such example is the political stability in Guyana (an undeveloped country) with a ranking of 26 % compared to the political stability in the United Kingdom (a developed country) with a ranking of 66% (worldwide governance indicators). A qualitative and quantitative format is utilized in order to assess systems within government and its political affiliates. Charles Ragin states that this comparative method can be used as a means of experience in using data from one country to another in order to improve stability. The main objective of the comparative approach method is mainly to improve efficiency, effectiveness, growth and development in under-developed countries and a... ...edge Publishers. New York, USA. ARTICLES Boyne, I., (2009). Gleaner Article: Jamaica's losing battle with corruption. Fukuyama, F., (2000). Social capital and civil society. Issues 2000-2074. IMF Institute. IMF Working Paper Ghorra-Gobin, C. The Comparative Social Science Approach. Discussion Paper No. 40. www.unesco.org/shs/most Gregory, R.J., (1999). Social Capital Theory and Administrative Reform: Maintaining Ethical Probity in Public Service. Vol. 59, No. 1 (Jan. - Feb., 1999), pp. 63-75. Blackwell Publishing. Public Administration Review. Powell, L. A. (2009). Probing Jamaica’s Political Culture: Main trends in the July-August 2006 Leadership and Governance. Department of Government, UWI, Mona, Kingston WEBSITES Worldwide Governance Indicators. www. info.worldbank.org/governance/wgi/index.asp . Retrieved September 20, 2010.

Direct-to-Consumer Advertising Essay

Direct-to-consumer (DTC) advertising of prescription drugs has become common place in today’s society. Every household with a television is aware of DTC advertising as they interrupt their nightly programs. Every national magazine or local newspaper offers advertising on the latest drug remedy for what ails us. This multi-media approach is relatively new for pharmaceutical companies as previously such efforts were directed only at physicians who were the sole decision makers when choosing medications. With the 1997 change in the Food and Drug Administration’s (FDA) guidelines along with patients desires to be more involved in their own care and treatment, drug companies have expanded their promotional efforts to include the consumer. This essay will look at some of the current regulations concerning DTC advertising, pros and cons of these ads, and the ethical issues that arise from DTC advertising. Regulations Direct-to-consumer (DTC) advertising is the â€Å"promotion of prescription drugs through newspaper, magazine, television and internet marketing.† (Direct-to-consumer advertising, 2010) These ads are directed towards the end user, the consumer, and not the prescriber/physician. Prescription drug advertising has been regulated by the U.S. Food and Drug Administration (FDA) since 1962. Their Division of Drug Marketing, Advertising, and Communications (DDMAC) is responsible for ensuring that companies that directly advertise to the public are providing â€Å"information that is truthful, balanced, and accurately described.† (FDA, 2010) Even though the FDA has oversight on DTC advertising, it should not impose unnecessary restrictions on them as they fall under the category of commercial speech protected by the first amendment (Evans & Friede, 2003, p. 387). The Federal Food, Drug and Cosmetic Act requires that anyone who makes, packages, or sells prescription drugs for hum ans must disclose information in their advertisements about the products uses and risks (U.S. Department of HHS, 1999, p. 3). This information disclosure is called the brief summary. Contrary to its name, the brief summary is rather lengthy as it must contain every risk associated with the drug’s approved use. Prior to regulatory changes made in 1997, these disclosures had to be included in every advertisement making television commercials impractical due to the restricted amount of time available. Now there is a distinction between print and broadcast advertising so that only print ads must contain this brief summary. The DDMAC’s 1997 revisions now only require audio and/or visual ads to disclose two things. The drugs major risks in consumer-friendly language, the major statement, and give adequate provision for the consumer to access the full product labeling (U.S. Department of HHS, 1999, p. 5). This can be achieved by providing a toll free number to call, referencing the full advertisement in a print ad, or making sure brochures are easily accessible outside of a physician’s office, like a pharmacy or grocery store. By decreasing the amount of information required in these ads, commercials suddenly became a viable form of marketing. Advertisements seen on television or in magazines are not required to be submitted to the FDA for approval prior to their release; however, companies must submit their ads to the FDA when they first appear in public. The FDA is available to offer their advice to pharmaceutical companies when asked for help (FDA, 2010). Once they see the ad and if they feel that it violates the law, they will send a warning letter requesting that the company stop the ad immediately. These letters are posted on their web site for public inspection. The drawback to this process is that an ad that violates the law may be aired without oversight. If the warning letters do not rectify the situation, â€Å"the FDA can work with the Department of Justice to seek injunctions against companies, or criminally prosecute firms.† (Vogt, 2005, p. 26) The FDA also has the authority to seize drugs that it deems as misbranded and can even reverse approval for the drug. Pros There are numerous arguments on the benefits of direct-to-consumer advertising. Supporters of DTC advertising contend that ads can be educational, provide important health information, and generate sales to further necessary research and development (R&D). One of the most commonly heard reasons is that DTC advertising has assisted consumers in â€Å"identify(ing) disease conditions and engage(ing) in more informed conversations with their health care providers.† (Pfizer, 2011) Supporters uphold that this advertising helps the doctor/patient relationship by being a conversation starter allowing discussions on disorders and options that a patient may not have known how to talk about earlier. Most patients today are educated and desire a greater level of involvement in their healthcare choices. DTC advertising gives the consumer power through knowledge. Important health information can be delivered in DTC advertising. These ads have the ability to reach millions of consumers rela tively easily. Through print and media advertising, pharmaceutical companies can play a useful role in raising awareness of certain conditions and disorders. Raising the public’s awareness can promote consumers to seek medical attention when they otherwise may not have. Seeing these conditions on television or in a magazine can lessen the stigma associated with them. Large pharmaceutical companies use the money made from DTC advertising to fund their R&D. This research and development plays an integral part in ensuring a drugs safety which in turn saves generic companies from needing to repeat R&D on the same drug. This makes generic manufacturers another supporter of DTC ads. By advertising new, name brand drugs, companies are causing a demand for the medication. Once the drug has lost its patent, physicians can begin prescribing the less expensive generic alternative. The generic manufacturer has benefited by default on the large pharma’s campaign. Cons There are an equal number of allegations on the negative effect of direct-to-consumer advertising. Opponents of DTC ads argue that ads can be detrimental to the physician/patient relationship, increase medication costs, and harm public health. Those against DTC ads feel that they have the potential to change the way doctors and patients interact with each other. A patient may see a particular advertisement and be convinced that they have a certain condition or that they need a specific drug. The patient may then present to their doctor feeling that they have diagnosed themselves and request prescriptions even if not needed. The physician may then feel pressured to oblige the patient rather than discussing other, possibly cheaper or drug free, treatment options. This scenario can lead to over-prescribing and over-use of a particular drug based on the effectiveness of the advertisement. Others have argued that advertising is expensive and the pharmaceutical companies have to recoup the ir cost somewhere. This leads to the cost being passed on to the consumer in the form of higher prescription costs. The amount of money spent on DTC ads has increase dramatically from 1997 to 2005 from $1.1 billion to $4.2 billion (GAO, 2006, p. 12). This increase expenditure could create higher healthcare costs across the board. Another cost of DTC advertising could be at the expense of public health. Most consumers lack the specialized knowledge required to evaluate the content of these ads and therefore take them at face value. They may not be fully aware of the harmful side effects or interactions of the drug. DTC ads can be seen as misleading since they are not required to mention other alternatives like diet, exercise or other preventative measures. These alternatives could treat the advertised condition without medication. By not including the alternatives, companies are advocating drug use as a primary response to medical conditions. Ethical Issues Pharmaceutical companies have a substantial obligation to ensure that their direct-to-consumer advertising is ethical. Their products not only have the ability to help consumers but they may also cause potential harm. Advertising of a drug is not like advertising of any other product where you are trying to convince the consumer to buy something they don’t need. Drug advertising needs to educate the consumer while still promoting their product. Persuasion tactics therefore should be ethical. How does one go about knowing if DTC advertising methods are ethical? In the book Persuasion: Theory and Practice, ethical persuasion is defined as â€Å"a communication activity that †¦ permits maximum individual choice† (Anderson, 1978, p. 3). The key is that the consumer must be able to make a voluntary choice without feeling coerced. DTC ads should not rely on deceptive or manipulative tactics. As previously stated, the consumer can be viewed as a vulnerable audience if the y are being spoken to at a level that is beyond their ability to understand (Baker & Martinson, 2001, p. 166). Ethical marketing requires that these audiences not be unfairly targeted because of this vulnerability. DTC advertising ethics is concerned with what drug companies ought or ought not to do. Lying is morally wrong and therefore considered unethical. Using lies or false impressions in a DTC ad distorts the information a consumer receives and can alter the choices they may make (Baker & Martinson, 2001, p. 160). Therefore DTC ads should not create false impressions or omit pertinent information just for the sake of the ad. The point of DTC advertising should not be increased sales but be more of a means to an important social end which should be consumer education. An example of an ethical advertisement would be one that utilizes those messages that demonstrate respect for the consumer to whom they are directed. Respecting the consumer means that their needs are placed before the needs of the advertiser. Currently, the DDMAC does not regulate the ethicalness of pharmaceutical advertising. Their mission statement is, â€Å"To protect the public health by assuring prescription drug information is truthful, balanced and accurately communicated.† (FDA, 2010) â€Å"Ethical ads tell the truth about their product and do not try to distort its capabilities or hide its defects.† (Vaux) Unfortunately an ad can be truthful and still be considered unethical. Ads that play to â€Å"base† human emotions such as fear can be considered unethical as they are just trying to promote emotions that would cause the consumer to seek relief through the advertiser’s product. Conclusion Direct-to-consumer advertising has been integrated into our culture and is likely not going to go away. Just as there are those who lobby against these ads, there are an equal number of proponents who support them. Regulations have been changed to allow the advancement of these ads to their current place in our society. As such, the DDMAC is constantly monitoring DTC ads and will need to be the ones to set ethical boundaries and ensure they’re being adhered to. Consumers must evaluate pharmaceutical ads critically so as not to be persuaded as much as they are educated. Although proponents of DTC advertising argue they provide important consumer information, too frequently the ads can operate dysfunctionally by â€Å"providing misinformation and inducing the consumer to make purchases that are not in either their short or long term interest.† (Baker & Martinson, 2001, p. 151) Ethical DTC ads should serve an educational purpose first and a promotional purpose second. They should offer consumers information on alternatives along with true representations of the risks their medications may have. Unethical ads are those that may try to point out your flaws, i.e. depression, and then tell you they have the answer, i.e. Prozac. These unethical ads will use your emotions to cause you to believe you are in need of a fix when in reality you may not be. I believe there is a place for direct-to-consumer advertising. Consumers are constantly looking for more and more information to help them make better informed decisions. DTC ads, when done appropriately, can be used to provide this information not only about medications but health conditions as well. Decreasing public stigma around certain health issues is another advantage advertising can bring; especially if it opens doors for patients to have difficult discussions with their doctors. That being said, I believe that a balance lies with the FDA needing to take a more proactive role in how they manage DTC ads. I think that all ads should be required to go through a pre-approval process rather than the current release and retract method. It is hard to take back something that has already been seen and that may cause damage to the consumer. References Direct-to-consumer advertising. (2010, June 11). Retrieved March 4, 2012, from Sourcewatch: http://www.sourcewatch.org/index.php?title=Direct-to-consumer_advertising Anderson, K. E. (1978). Persuasion: Theory and practice. Boston: Allyn & Bacon. Baker, S., & Martinson, D. L. (2001). The TARES test: Five principles of ethical persuasion. Journal of Mass Media Ethics, 16(2), 148-175. Evans, G. W., & Friede, A. I. (2003). The Food and Drug Administration’s regulation of prescription drug manufacturer speech: A first admendment analysis. Food and Drug Law Journal, 58(3), 365-437. FDA. (2010, April 4). Drugs. Retrieved March 4, 2012, from FDA: http://www.fda.gov/Drugs/ResourcesForYou/Consumers/PrescriptionDrugAdvertising/ucm071964.htm GAO. (2006). Prescription drugs: Improvements needed in FDA’s oversight of direct-to-consumer advertising. Pfizer. (2011). Ethical Sales and Marketing. Retrieved March 5, 2012, from Pfizer: http://www.pfizer.com/investors/financial_reports/annu al_reports/2010/ethics-sales.jsp U.S. Department of HHS. (1999). Guidance for Industry Consumer-Directed Broadcast Advertisements. Food and Drug Administration. U.S. Department of Health and Human Services. Vaux, R. (n.d.). What is the

Mass Media in Your Pocket or Purse Essay

We are in a time when the mass media is redefining itself at a level unmatched in human history. In fact, basic definitions of various long established mass media are rapidly evolving to include digital formats that would have seemed the stuff of science fiction a few years ago. Because of the rapid changes in mass media over the past several decades, this research will discuss the key subtopics related to mass media in an effort to better understand it overall. Mass Media Functions of Today’s Smart Phones and the I-Phone The evolution of mass media is quite literally a path that blazes through the history of the advancement of the human race. From the days when the ability to share the printed word on a large scale via the printing press to the telegraph, telephone, television and today the Internet and of course the smart phone, what has been seen is a way for the people of the world to communicate and for information such as news, advertising and the like to be spread. The mass media functions of today’s smart phones represent a tremendous advancement in mass media because the modern smart phone combines communication functions with the ability for the user of the smart phone to obtain information, be entertained, conduct business and to be marketed to by smart advertisers who are now harnessing smart phone technology to advertise products and services to a society that seems to be addicted to the use of the smart phone (Godwin-Jones). Overall, the I-Phone represents an innovation over its predecessors because of the user-friendly interface which gives the user of the phone the ability to load his or her own content into the phone, such as MP3 and video as well as the ability to access other available broadcast and downloadable material (Cortada). What this represents is an opportunity for the user to make the smart phone an extension of their own tastes in entertainment, and for the marketing of specific content, based on user interests. Today’s Early Adopters and Smart Phones Early adopters are in fact making the very most of the smart phone technology that is readily available today. Taking the utility of the smart phone far beyond the amazing ability to communicate with others in the blink of an eye, the smart phone is used today for commerce, the protection of the common order and safety, and to literally launch an entirely new segment of the modern economy. In commerce, the ability to use a phone to transmit massive amounts of data in an instant has made it possible for the trading of commodities, stocks and other negotiable instruments by millions of additional people, rapidly expanding the trading markets for these particular items (Cortada) and making it possible for literally billions of additional dollars to be injected into the financial markets in a very quick period of time. Public safety organizations and personnel utilize smart phone technology to coordinate efforts in times of emergency, to share the information that is needed across various agencies to achieve the goals of protecting the public, and to prevent crime as well as to apprehend dangerous criminal offenders in record time (Weir). The ability to use smart phones to market to individuals and also to conduct sales and business has also launched the age of the work from home entrepreneur who can run an entire operation from their pocket or purse (Wang). Also, this technology is being used for education, especially in the language learning fields, where the versatile communication elements of smart phones are well suited to language learning itself (Chinnery). All of these many uses for smart phones surely will lead to changes in the way we use mass media, because as mass media becomes more portable, the need for the traditionally stationary means of mass media such as televisions, radios and even printed media like books and newspapers evolve into content that is accessed by the pocket-sized smart phone. Since there are, and will continue to be more and more users of smart phones, it is fair to assume that media sources will focus on the latest means of spreading mass media, rather than wasting resources on outlets that face dwindling exposure. Limits on Today’s Smart Phone Technology For all of the great things that today’s smart phone technology makes possible, it must be noted that the technology has its limits. While innovations are constantly being made to thwart the treat of computer viruses, the widespread use of smart phones has led to what can be called epidemic proportions of viruses which have the ability to wipe out huge amounts of vital data just as fast as it could send it. This represents huge security risks to businesses because of the loss or theft of key business information, losses in productivity, and huge monetary costs to clean up and/or repair viruses that are spreading at incredibly fast paces. Of course, much of these problems are being intentionally inflicted by those who spread viruses merely for the malicious fun of doing so as well as those who illegally extract information from its rightful owners for purposes of identity theft and other fraud (Panettieri). The easy convenience of communication and the sharing of information are also posing an ethical problem in international academia. In generations past, the passing of notes from one student to another in the classroom was something that teachers forbade, but often did so with a chuckle because of the rather innocent nature of the offense. However, the modern smart phone has led to students spreading offensive material, personal information stolen from other students and such, which has made it possible for lives to be destroyed and reputations tarnished like never before. Clever students have also harnessed smart phone technology and mass media sources to cheat on examinations, leading to a massive erosion of academic integrity in the modern classroom (Godwin-Jones). On a more abstract level, the use of smart phones for the purposes of mass media has in many instances eaten away at the human experience of actually communicating with people in a face to face setting. As a result, society as a whole has become more fragmented, isolated and desensitized to the feelings, needs and problems of others. When life and death are reduced to electronic impulses on a tiny handheld screen, it is all too easy for the individual to simply switch off the device and pretend that what they had seen was not real. Meanwhile, the pain and suffering is in fact quite real, and if no one is attuned to this fact, the human race as a whole becomes somewhat artificial because they are not expected to be able to directly interact with people, but only communicate with them via text messages or voicemail for the most part. As a result, the art of communication which has advanced humanity up to this point is put aside and people revert back to a more primitive way of life when communication was unpopular and people were not as well informed as they should be. This will cause humanity to suffer, and should not be allowed to occur. Therefore, let it be noted that smart phones should be used as an aid to, and not a substitute for, human contact. Mass Media Opportunities for Smart Phones Smart phones, for all of their possible pitfalls, do in fact offer some wonderful mass media opportunities that are worth discussing. Consider, for example, a potential new product that needs to be test marketed. Rather than spending millions of dollars for conventional advertising, the gathering of test market groups in physical locations and the associated costs of travel, transportation and more, mass media via smart phone technology can instantly broadcast advertising messages, transmit marketing data, and keep in touch with potential customers all without the need for huge amounts of expensive equipment and the like. Also, intellectual products like music, literature and such can be instantly distributed, making it easy and fun to be entertained and culturally stimulated at the same time. Overall, what should be understood is that the mass media opportunities for smart phones are endless, and only time will tell how they ultimately manifest themselves. Conclusion Through this research, it has become clear that not only has mass media progressed to the point where it is available literally in one’s pocket or purse, but also to the point where exposure to mass media takes place for the average person on a constant basis. Perhaps most fascinating of all is the definite possibility that all of the innovations seen thus far are only the beginning of the journey, opening up limitless potential in the future. Therefore, in closing, while this research has concluded, for mass media, the journey is only beginning. Works Cited Chinnery, George M. â€Å"Going to the MALL: Mobile Assisted Language Learning. † Language, Learning & Technology 10. 1 (2006): 9+. Cortada, James W. The Digital Hand : How Computers Changed the Work of American Manufacturing, Transportation, and Retail Industries /. New York: Oxford University Press, 2004. Godwin-Jones, Robert. â€Å"Emerging Technologies E-Texts, Mobile Browsing and Rich Internet Applications. † Language, Learning & Technology 11. 3 (2007): 8+. Panettieri, Joseph C. â€Å"Don’t Be Out’smart’ed: The New Breed of Smart Mobile Phones Will Soon Pose the Biggest Danger to Your Data Security. Software Companies Are Gearing Up to Nullify the Threat. † T H E Journal (Technological Horizons In Education) 33. 7 (2006): 18+. Wang, Yuping. â€Å"Supporting Synchronous Distance Language Learning with Desktop Videoconferencing. † Language, Learning & Technology 8. 3 (2004): 90+. Weir, Tom. â€Å"Innovators or News Hounds?. † Newspaper Research Journal 20. 4 (1999): 62.