Acting White Essay

Bill Cosby puts all African Americans in the category of ignorant and ghetto, living in the lower class. In the text he often attacks single mothers with no father in the household. Also, he attacks innocent children with bad parenting. I believe Cosby makes such statements because most of them are true. Even though I am a part of the minority or lower class I strongly agree and disagree with Cosby’s remarks. That’s because it is a high percentage of black households that are ignorant like Cosby is saying, but all are not financially able. Cosby reflects on lower economic people are not holding up their end in this deal. His meaning is lower class people are not parenting. This argument is true and false, some lower class parents are whether it taking working 2 or 3 jobs or leaving there children with a babysitter to provide for their family. Some parents aren’t even trying leaving their children in the homes with no food or clothing. Cosby state’s where the fathers in our heritage are and I agree with his statement because African American has percentages of fathers not in their children’s lives. Most fathers don’t even have the chance either being incarcerated or mothers not having any type of relationship with them because the lacks of financial help with the children. In my hometown of Akron, I see examples of this problem everyday, signs posted with fathers name and how much owed back on child support. People putting their clothes on backward: Isn’t that a sign of something gone wrong? Hats worn on backwards, pants down around the crack isn’t that a sign of something? Cosby makes impairment statements in his text. I agree it is something wrong with it but the African American society accepts it. Also, we see it on television in rappers, singers, actors and athletes so it isn’t acceptable to change. Like a cold this is the most common symptom in the black community. I see young toddlers all the way to grown men with their pants below their crack everyday in my hometown as well as other cities. I even see it in places it shouldn’t be seen at public and private universities. At my University, central state, I see this problem is all over the United States and change hasn’t yet been implemented. Bill Cosby states we have millionaire professional athletes such as football and basketball players who can’t read or write two paragraphs. I don’t agree with this statement, I am a student athlete and I can read and write paragraphs I’m pretty sure it’s more athletes with reading and writing skills. Also states most African Americans have names like Shaniqua, Taliqua and Mohammad, this is true we as a people have made our names acceptable to society, so employers will take us more serious. Cosby makes a critical statement in the text â€Å"The idea is to one day get out of the projects. You don’t just stay there. † This statement is why I agree mostly with him. Most African Americans are living just to get by and not striving for excellence or even at least a Middle class lifestyle and it has been this way for decades. Last, the statement I agree with the most was â€Å"we cannot blame white people†. This statement is so true; African Americans tend to blame white people for their faults. I feel that we can’t blame people anymore because we have the same freedom and rights as them we live in a country where all are treated equal. In my hometown kids shoplifted in the malls and parents are called because their child is in the juvenile delinquency home. The parents often raging at the police, as Cosby says why your child is stealing for anyway, we can’t be so quick to blame whites responsibility has to be on oneself or bad parenting. I agree 100% with Cosby’s remarks because most of them were true. For African American people to disagree with such statements, we have to live up to higher standards and quit settling for less.

Chapter6: Advertising Design

Chapter6: Advertising Design 1. How can the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials? 6steps of hierarchy of effects: Awareness-Knowledge-Liking-Preference-Conviction-purchase The six steps are sequential, although some experts question if they are really sequential. But, the basic model says they are sequential and that consumers spend some time at each step. For instance, before a consumer can like a brand, they first must be aware of it and develop some knowledge of it. To develop brand loyalty, consumers must go through all six steps.It is similar to attitude formation and the cognitive-affective-conative sequence. Cognitive component of attitude is the awareness and knowledge. Affective component of attitude is the liking, preference, and conviction. Conative component of attitude is the purchase. The second theory that it is important to consider is means-end theory. The basic concept is that a means, the messag e, leads to an end-state, or personal value. The model suggests six elements that are critical to ad design. Product attributes lead to consumer benefits. The leverage point connects that benefit to the personal value.Taglines are used to make an important and memorable point about the product. 2. How can leverage points and taglines increase advertising effectiveness? Leverage points are important. They move consumers from the benefits to the personal values. It links attributes to benefits to personal values. The leverage point should be associated with some component of attitude change. To be effective, ads need powerful leverage points. The leverage point can be a visual, part of a visual, a headline, a tagline or even copy in the ad. Most creatives spend considerable time thinking about and creating a good leverage point.Taglines are key phrases in an advertisement. They are designed to be memorable, unique, and offer a special meaning about the brand. Taglines can provide cons istency across ads and across advertising campaigns. Taglines become identified with a specific brand and transcend any specific ad or ad campaign. Developing good taglines is important because it lives with that brand and is around a long time, such as Nike’s tagline â€Å"Just Do It. † While taglines can be changed, companies have to be careful not to confuse customers and convey conflicting messages about the brand. 3.What roles do visual and verbal images play in advertisements? The last theory of design to be considered is the relationship between the verbal and visual elements of an advertisement. Most ads seek to have a balance between visual and verbal, but usually one will be more dominant than the other. One reason for the change is that visual processing is easier for consumers to recall. Visuals are stored in the brain both as pictures and as words. Concrete images tend to be remembered better than abstract visuals. If consumers can create a mental image or picture, it actually is superior to seeing the visual, in terms of recall.So radio ads that can make listeners use their imagination and picture the product work very well. Visual esperanto is the ability of a visual to transcend cultures and languages conveying the same meaning. It is especially beneficial in international ads where advertisers want to convey the same message to every market in the world. Business-to-business ads in the past emphasized verbal content, but in recent years have moved to more visuals. 4. What are the seven main types of advertising appeals? * Fear * Humor * Sex * Music * Rationality * Emotions * Scarcity 5. How can fear be used to create an effective ad?Fear appeals are common and are used for products ranging from insurance, to home security systems, to deodorant. Fear appeals increase interest and are remembered by individuals. Severity is the level of consequence that will occur and vulnerability is the probability of the event happening. Response efficacy is the likelihood that a change in behavior or actions will result in a desirable positive consequence. Intrinsic reward is the internal satisfaction and extrinsic reward is the value of the event or reward received. Response cost is the cost or sacrifice the person will need to make to obtain the reward.Self-efficacy is the confidence a person has in his/her own ability to engage in the action, or to stop an undesirable behavior. All of these factors influence the effectiveness of an ad using a fear appeal. The behavioral response model explains how fear appeals work. For a product, such as a home security system ad can focus on severity, what happens when a home is broken into, or the vulnerability, which would be the probability of it actually occurring. The ad can show the negative consequence of such an event. An ad can show the intrinsic and extrinsic rewards from installing a security system.Response efficacy can be illustrated by the alarm going off when a burglar tries to enter and the police are called. Peace of mind and security are then shown as the positive consequence. 6. How can humor be used to create an effective ad? Humor is an excellent appeal for getting and keeping someone’s attention. Humor is used in about 30% of television and radio ads. Humor causes individuals to stop what they are doing, watch, laugh at, and then remember the ad. In recall tests, consumers most often remembered humorous ads over ads with other types of appeals. The best results occur when the humor is connected naturally with the product.Advantages: Humor piques consumer interest. Humor increases recall and comprehension of ads. Humor elevates people’s moods, and if people feel good about an ad, they will tend to think positively about the brand being advertised. Problems occur when the humor is offensive or overpowers the message. To prevent the humor from overpowering the message, the humor should focus on the product and not stand alone. Hu mor is rooted in culture and so what is funny in one country is not likely to be funny in another. Good humor that is remembered and that is connected with the brand is difficult to achieve. . Why does sex play such a prominent role in advertising? Sex appeals are often used to break advertising clutter. The use of sex appeals has increased in the United States and in many other countries. The problem is that sex appeals may not carry the impact they used to because children are growing up exposed to sexual themes all around them. As a result, many advertisers are moving to more subtle sexual clues and a softer sexual approach. 8. How can music, rationality, and scarcity be used to increase advertising effectiveness? Music is an important part of advertising.It connects with emotions and generates memories. It has intrusive value and gets attention. Music increases the retention of visual information. It produces higher recall scores and can increase persuasiveness. Music tends to b e stored in long-term memory and consumers often tie a particular music or song with a particular brand of product. Music appeals offer a number of advantages. Consumers have an affinity with existing songs so when an existing song is used, consumers have already heard it and most have developed emotions with it. Brand awareness, brand equity, and brand loyalty become easier with music appeals.One reason mcgarrybowen sent a creative brief to musicians and asked them to write a song is that to purchase the rights to current popular songs can be extremely expensive. Musicians have become more open to writing and performing songs for ads. It is a way to be heard. Songs are often posted on YouTube and other sites. Occasionally, the full song version of a tune written for an ad will become popular and move to radio stations and other popular outlets for music. Rational appeals are based on the hierarchy of effects model and the sequence of steps outlined in the model. It implies active p rocessing of information.Rational appeals work best for print ads where longer copy can be inserted and online where there is very little limit to what copy can be inserted. Rational appeals are common in business-to-business ads, again in print media, especially trade publications. When members of the buying center are searching for information, ads using rationale appeals can be effective. Rationale appeals work well for complex and high involvement products. If a person processes the information in a rationale ad, it is excellent at changing attitudes. Scarcity appeals recommend consumers to make a purchase now because of some type of limitation.Often that limitation is limited supply so the product must be purchased before they are all gone. It can be based on limited time. You only have 5 days or one week, or just one hour. Scarcity appeals are often tied to other promotions such as contests, sweepstakes, and coupons. The concept is to encourage customers to take action, now, a nd not wait, or it will be too late. 9. What are the primary areas of concern in international advertising? Chapter7: 1. How are the three main types of message strategies used to increase advertising effectiveness? Cognitive message strategy: presents rational arguments or pieces of information to consumers. ) Generic cognitive message strategy promotes a product’s attributes or benefits in a straight forward manner without any claims of superiority. This ad for Koestler Granite and Marble uses a generic strategy. Generic message strategies can stimulate brand awareness. It can also strive to make the brand synonymous with the brand category. b) Preemptive cognitive message strategy makes a claim of superiority based on a product’s specific attribute or benefit with the intent of preventing the competition from making the same claim. This advertisement for Waterfront Grill uses a preemptive message strategy.An effective preemptive message strategy can occur when a com pany is the first to state an advantage or benefit. c) Unique selling proposition message strategy focuses on a testable claim of uniqueness or superiority. d) Comparative cognitive message strategy focuses on a direct or indirect comparison to a competing brand. The brand can be real, mentioned, or fictitious. The advantage of comparative ads is that they tend to capture attention. Brand awareness and message awareness tend to be higher. The negative is that they can be less believable and can create a negative attitude.This is most likely to occur when a negative comparison approach is used in the ad, downgrading the competing brand. If the consumer does not believe the ad, then spontaneous trait transference can occur, which is placing the negative trait on the advertised brand instead of the competitor. It is important to choose competitors wisely in making comparisons. Advertisements that invoke feelings or emotions are affective message strategies. These messages attempt to en hance the likeability of a product, recall of the message, and comprehension of the message. ) Resonance advertising connects a product with a consumer’s experiences from the past in order to develop a bond with the brand. Often, advertisers will use music from that generation to create that emotional bond. b) Emotional messages attempt to elicit emotions that will lead to product recall and choice. Many different emotions can be connected with a product. Emotional messages are used in both consumer and business-to-business advertising. Affective message strategies help develop brand equity through creating an emotional bond with the brand.Conative message strategies are designed to lead directly to some type of action or response. a) Action-inducing conative ads encourage consumers (or businesses) to act in some way, to do something. It can be to make an inquiry or access a Web site for more information. b) Promotional support conative messages are tied with some type of pro motion. It may be a coupon, a contest, or a sweepstake. 2. How do the main types of executional frameworks help to deliver quality advertising messages? 3. What types of sources or spokespersons can be used in advertisements or commercials? Advertisers have four choices –Celebrities: The most common type of spokesperson is the celebrity. They are featured in about 6% of all ads. A celebrity can enhance brand equity and create emotional bonds with the brand. Celebrities are more effective with younger consumers than with older individuals. Athletes are a popular category of spokespersons. Celebrity spokespersons can be used to establish a brand’s personality. Categories of celebrity: Unpaid celebrity endorsements will sometimes occur with a charity or cause. When celebrities endorse a cause and are not being paid for the endorsement, they carry a high level of credibility.Celebrity voice-overs are used because of the quality of their voice. Sometimes it is because the v oice can be recognized and will influence consumers. At other times the voice-over is a distraction because consumers pay too much attention to the voice and don’t hear the brand message. The last category, dead celebrities is somewhat controversial. It is becoming more common because they can’t bring negative publicity to themselves or the brand. CEO: CEOs can be used as spokespersons. They work well if they are highly visible and personable. They can be a major asset to a company.They work especially well for local companies where consumers in that area know them personally, or at least have met them. Expert spokespersons: should be experts in their fields. They then serve as an authoritative figure and can provide expert opinions. Typical persons: It can be either paid actors who portray a typical person, or it can be everyday, ordinary people. 4. What process is used to create advertisements? While a creative may not draw a means-end chain out as was illustrated in this text, the creative will consider the product’s attribute, benefits, and the values it can fulfill.Decisions then must be made about the leverage point, the appeal, the message strategy and the execution. Finally, if a spokesperson is going to be used, the agency and client will need to decide who it will be. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue. From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand.It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 5. What are the principles of advertising effectiveness? Producing effective ads requires the joint efforts of the client and agency personnel. This slide lists some important principles to follow. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue.From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand. It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 6. How are advertising programs adjusted to fit international circumstances?Chapter 8: Traditional Media Channels 1. What is a media strategy? Media strategy involves analyzing and choosing media for an advertising and promotions campaign. Choosing the best media to speak to potential customers is a challenge. It involves matching a target audience to the media audience of specific programs. 2. What elements and individuals are involved in media planning? Media planning begins with a careful analysis of the target market. It involves understanding the process they use in making purchases, the consumer behavior events that guide those choices.It involves studying the media choices the target market makes and understanding their listening and viewing habits. To match the media to the target market requires understanding the target market. Components of media plan: marketing analysis provides a comprehensive review of the marketing program and where advertising fits into the plan. An advertising analysis states the primary advertising strategy and budget to be used, a s well as the advertising objectives. The media strategy spells out the media to be used and the creative considerations. The media schedule notes when ads will appear in individual media vehicles.The media planning concludes with a justification and summary of the media plan. Individual involved: Media planners work closely with the creative staff, the account executive, account planners, and media buyers. Media buyers actually purchase the space and negotiate rates for ads. Placement is important and is part of the media buyer’s responsibility to ensure a good location for ads. Research has shown there is little connection between the size of the agency and the price negotiated. Being a large agency does not guarantee lower prices. A spot ad is a one-time placement of an advertisement.The rates are negotiated individually with television stations and as a result prices vary considerably. The effectiveness of media buyers is determined by the quality of the media choice, the creativity of the media buyer in negotiating and placing ads, financial stewardship of the buyer, the agency’s culture and track record in buying media, and in the relationships the media buyer develops with the media reps. 3. How do the terms used to describe advertising help the marketing team design effective campaigns? * Reach: Number in target audience exposed, typically 4-week period * Frequency: Average number of exposures Opportunities to see (OTS): Cumulative exposures, Placements x frequency * Gross rating points (GRPs): Measures impact of intensity of media plan, Vehicle rating x OTS (number of insertions) * Costs: Cost per thousand (CPM), CPM allows for cost comparisons * Ratings and Cost per Rating Point (CPRP): Ratings measure percent of target market exposed by medium, CPRP allows for comparison across media, Cost of media buy / vehicle’s rating, Weighted CPM * Continuity: Continuous campaign, Pulsating campaign, Flighting (or discontinuous) campaign * Impressions: Gross impressions – total audience exposed to ad 4.What are some of the primary advertising objectives? The three-exposure hypothesis was introduced by Herbert Krugman. The hypothesis states that it takes at least 3 exposures to an ad for it to have an effect. It also is based on the idea that advertising has intrusion value, which is viewers will pay attention to an ad even if they don’t want to. Most advertisers feel three exposures are not enough and that advertising today does not always display intrusion value.Consumers have selective attention and focus. They pay attention to only certain ads. According to recency theory, one ad exposure may be enough if the person has an interest in that product or for some other reason pays attention to the ad and suggests advertising needs to be continuous since most of the time ads are ignored and increasing exposure through adding reach is more important than adding frequency.Effective reach is the percent of th e audience that must be exposed to an advertisement to achieve a specific objective. Effective frequency is the number of times and audience must be exposed to an advertisement to achieve a specific objective. If there are too few ads or reach is too low, then the campaign is not effective. If the ads are seen too many times then resources are being wasted. The size and placement of ads impact exposure and impact effective reach and effective frequency.Advertisers today have computer models that will help them optimize media schedules. 5. What are the advantages and disadvantages associated with each of the traditional advertising media? TV: Advantages: High reach, High frequency potential, Low cost per contact, Quality creative opportunities, High intrusion value, Segmentation possibilities through cable outlets Disadvantages: Greater clutter, Channel surfing during commercials, Short mount of copy, High cost per ad, Low recall due to clutter Radio: Advantages: Lower cost per spot than television, Low production cost, Music can match station’s programming, High segmentation potential, Flexibility in making new ads, Able to modify ads to fit local conditions, Intimacy (with DJs and radio personalities), Creative opportunities with music and other sounds, Mobile: people carry radios everywhere Disadvantages: Short exposure time, Low attention, few chances to reach national audience, Target duplication when several stations use same format Outdoor: Advantages: Large, spectacular ads possible, Able to select geographic areas, Accessible for local ads, Low cost per impression, Broad reach, High frequency on major commute routes Disadvantages: Legal limitations, Short exposure time, Brief messages, Little segmentation possible, Cluttered travel routes Magazine: Advantages: High market segmentation, Targeted audience interest by magazine, High color quality, Long life, Direct response techniques, Read during leisure time, Longer attention to ads Disadvantages : Long lead time for ads, little flexibility, High cost, High level of clutter, Declining readership Newspaper: Advantages: Priority for local ads, Coupons and special-response features, High credibility, Strong audience interest, longer copy/message possible, High flexibility, Cumulative volume discounts Disadvantages: Major clutter, Short life span, Poor quality reproduction, Limited audience, Poor buying procedures 6. How can the marketing team use the media mix to increase advertising effectiveness? * Selecting the proper blend of media outlets for advertisements is crucial. The work of media planners is especially important. It is their task to match target markets with media audiences, to know what media a specific target market uses. The media multiplier effect suggests that combining two or more media increases the impact of an advertising campaign more than any one medium by itself. This is true in both the consumer market and the B-to-B market. 7.What are the key issues as sociated with media selection for business-to-business markets? * B-to-B ads looking more like consumer ads * Reasons for shift * Decision makers also consumers * Decision makers difficult to reach * Clutter in B-to-B traditional media * Increase in advertising through consumer media * Trade publications still important * Same with Business magazines 8. What issues are associated with media selection in international markets? * Media importance varies. * Media viewing habits vary across countries. * Media buying is different. * Cultural mores vary. Chapter9: E-active Marketing 1. What is e-active marketing? It combines the two major components of e-commerce and interactive marketing.E-commerce consists of click-only operations that sell exclusively online and bricks-and-clicks that operate both a retail store and are online. E-commerce is being conducted in both the consumer sector and the B-to-B sector. Interactive marketing is the development of marketing programs that create two- way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. 2. How had Web 2. 0 affected the field of marketing communications? * Companies shifting dollars to online communication Changes consumer communications and interactions with companies * Pushing to â€Å"real-time† communications * Instant communications and instant service * Instant response to negative events 3. How can e-commerce programs and incentives build a stronger customer base and overcome customer concerns at the same time? E-commerce component: Catalogs * Easy to use * Photos, streaming videos, information * Match store and printed catalog * Sears â€Å"Shop Your Way† * Products not in store or printed catalog * Choose where to purchase Shopping carts * Allows consumers to select products * â€Å"Save† or â€Å"Wish† button * Shoppers abandoning shopping cart Payment systems * Easy, quick, and convenient * Multiple methods * B-to-B voucher or charge systemStore locators * Customers who want to pick up an item at the store. Customization * Customers prefer * Promotions from Web site * Access via mobile phone Customer reviews and feedback * Emerging trend * Provides opportunity for interaction * Provides level of confidence Financial incentives can persuade an individual or business to make that first purchase. The most effective financial incentives are reduced prices, free shipping, and e-coupons. Of the three incentives, 80% of shoppers say they prefer free shipping. Financial incentives must be meaningful and to generate return traffic to the site the incentive needs to be changed periodically.Online operations can offer financial incentives because of cheaper operational costs. The company has low er shipping costs since customers most of the time pay shipping. There are lower labor and personnel costs since there is no retail operation. Orders can be shipped directly from the warehouse to customers. Convenience incentives make the online shopping experience easier and encourage return visits. E-commerce is available 24/7. People can place orders at anytime from anywhere. It is important to have product information online so consumers can conduct research anytime. Online peer reviews are helpful and in the Web 2. 0 are expected. If consumers can compare brands online, that makes it easier for them.Value-added incentives encourage customers to come back to an e-commerce site, and change purchasing habits long-term. Value-added incentives are things that customers value. 4. What makes e-commerce a crucial part of business-to-business commerce? E-commerce is critical in the business-to-business sector. Many business transactions are conducted over the Web. The number of hits at a business site is directly related to expenditures in offline advertising and sales promotion offers. The incentives to gain business customers are the same as for consumer customers – financial, convenience, and value-added incentives. A major component of B-to-B e-commerce is online exchanges and auctions.These sites allow for bidding for materials and supplies, and can connect buyers and sellers. 5. How can interactive marketing and online advertising increase brand awareness, sales, and customer loyalty? Interactive marketing is the development of marketing programs that create two-way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. Steps in developing interactive marketing: a) Cultivate an attitude o f giving b) Gain trust ) Identify your one word brand d) Define your ultimate vision e) Choose your communication channels f) Evaluate and adjust Online advertising is effective if ads are placed on the right Websites and the messages resonate with individuals. Budgets for online advertising have increased in recent years and will continue to increase. One reason for the shift to online advertising is the metrics available to measure results. Online metrics provide for almost instant measurements of results. A company can see how many hits an ad produces and even what percent make a purchase. Types of online advertising: * Display or banner ad * Classified ads * Search advertising Media/video ads 6. How can brand spiraling and blogs generate positive outcomes for the marketing department? Brand spiraling is the use of traditional media to promote and attract people to a Web site. With direct mail and e-mail, companies can use PURLs, which are personalized URLs that are preloaded wit h personal and customized information for that consumer. Best results are obtained when online advertising is integrated with offline advertising. Blogs are online musings, written content put on the Web for others to read. Blogs provide a venue for people to talk online and can generate considerable online buzz, especially for hot topics.A survey of online users found that about 47% go to social networks to download coupons and search for information about products. About 45% access social networks to learn about upcoming sales and to obtain discounts on products. About 22% read or write a product review on a blog. 7. Why have online social networks, consumer-generated advertising and reviews, e-mail, and viral marketing become key components of marketing communications programs? a) Important component of interactive strategy * Integrate with other channels * Resemble information on Web site b) Using Web analytics to direct e-mail campaign * Individuals who visit Web site * Individ uals who abandon shopping cart * Targeted e-mails have higher conversion rates ) E-mail newsletters * Build brand awareness * Drive Web traffic * Customers sign up for newsletters * Provide value * Free subscription * Tie-in with Web site Viral marketing is the passing along of a marketing message to others in some way. It can be through an e-mail or on a blog. It is form of word-of-mouth endorsement. Viral messages can be advertisements, hyperlinks to promotions, online newsletters, streaming videos, or games. 8. How can e-active marketing be conducted successfully in international markets? A major advantage of E-active marketing is that it can be global. It doesn’t matter where the customer is or where the company is located.But, a number of e-commerce businesses do not take advantage of global customers. Shipping can be an issue. It may be difficult and expensive to ship a product to Japan or India. Payment methods also vary widely, but can be handled through companies suc h as PayPal. Communication can be an issue, although many people can read English. Technology is important to consider. Videos that play well with broadband connections may not work well in other countries with slower speeds. Chapter10: alternative marketing 1. How can buzz marketing, guerilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program?Buzz Marketing: Buzz marketing emphasizes consumers passing along information about a product and since it is word-of-mouth from an individual, it has a higher level of credibility. Methods of generating buzz are through consumers who use and truly like a brand: uses it is the ideal brand ambassador. They can spread buzz through personal conversations with people and also online through chat rooms, blogs, and e-mails, consumers who are sponsored to talk about a brand: It works best when the person likes the brand and uses it. Companies normally offer some type of incentive in exchange for the positive advocacy. It can be cash, but most of the time is merchandise.Selection of brand ambassadors is based on a person’s devotion to a brand and the size of their social circle. Since the idea is to talk to their friends and other people, the size of the social influence is important. They are expected to design their own grassroots effort on how they will promote the brand. Many will use low-cost marketing events and even online social networks. Although the individual is being sponsored, the key for success is that they are genuine and do believe in the product being pitched, and a company or agency generating buzz: high risk strategy, especially if the person doesn’t identify himself as an employee and the public finds out.The Word of Mouth Marketing Association (WOMMA) suggests three principles to follow for any type of buzz marketing campaign. 1) Be honest about the relationship you have with the company and what you get for being a sponsor. 2) Be honest with your opinion. Don’t say just what the sponsor company wants you to day. 3) Be honest about your identity. Guerilla marketing: developed by Jay Conrad Levinson. It is designed to bring instant results with low-cost, unique marketing methods. Guerilla marketing focuses on a region or area and involves interacting with consumers in a unique and different way. The goal is to create excitement and to generate buzz.It is often connected with grassroots efforts to launch a brand or to market a product. Often alternative media are used. Reasons for using guerilla marketing: * To find new ways to communicate with customers * To interact with customers * To make advertising accessible to consumers * To impact a spot market * To create buzz * To build relationships with consumers Lifestyle marketing involves identifying marketing methods associated with the hobbies, entertainment, and lives of the target audience. It involves making contact with consumers were they go for relaxations, e xcitement, socialization, and enjoyment. The idea is to intersect with consumers during their daily lives.For instance, A/X Armani Exchange reaches young consumers through sponsoring and setting up booths at music festivals and fashion shows. Experiential marketing is the intersection of direct marketing, field marketing, and sales promotions. Its basic premise is increasing the experience of direct marketing through an interactive connection. Rather than just pass out samples, make it an experience the consumer will remember. Nickelodeon used experiential marketing with their Slime Across American Tour. Steps to take positive experience: * Clear, concise target segment * Identify right time, right place * Engage emotionally * Engage logically * Clearly reveal brand’s promise . What methods can be used to effectively employ product placements and branded entertainment? Product placement is a planned insertion in a movie, television show, book or other forms of entertainment. It has been used since the 1890s, but only recently has grown in popularity. The biggest surge in product placement came in 1982 with E. T. and Reese’s Pieces. The placement of the Reese’s Pieces in the movie spurred a 65% increase in sales following the movie’s release. Research has found that product placement increases awareness of the brand, creates a more positive attitude towards the brand, but does not have any immediate impact on sales.From a cost standpoint, product placement has a low cost per viewer of impressions. A primary advantage is that the impressions do not stop with the movie. After the movie has played in theaters it goes to DVD movie rentals, to pay-per-view television, then to the movie channels on television. Branded entertainment is the integration of the entertainment and advertising by embedding the brand into the storyline of the movie, TV show, or other entertainment medium. The use of branded entertainment increased sharply with the rise of TV reality shows. It is also now found in novels, plays, songs and movies. For successful product placement and branded entertainment, choosing the right media is important.It helps when other promotional materials are produced that reinforce or remind individuals of the brand and even the placement. Product placement and branded entertainment work because there is no call to action, so consumers tend to have a positive attitude towards the brand. Some consumers are more receptive than others. People ages 15 to 34 are more likely to notice product placements and be more receptive to them. Sometimes product placements allow companies to bypass regulations and get their products in front of their intended audience. Reasons for increased spending: * Appeal stronger in non-advertising context * Perception of what others think is important * Provides post-purchase reassurance * Reach individuals who place little value on brands . How have in store marketing and point-of-purchase displays evolved into even more effective communications and sales tools? Store marketing point: The in-store shopping experience has a major impact on purchase decisions. It is the â€Å"make or break† time in terms of a decision to purchase a particular brand. In-store advertising seeks to engage customers. The most engaging forms of advertising are end-aisle displays and merchandise displays. The least engaging are ceiling banners and overhead mobiles. Using color, light, sound, taste, and smell increases engagement. Effective point-of-purchase: * Integrate the brand’s image into the display. Integrate the display with current advertising and promotions. * Make the display dramatic to get attention. * Keep the color of the display down so the product and signage stand out. * Make the display versatile so it can be easily adapted by retailers. * Make the display re-usable and easy to assemble. * Make the display easy to stock. * Customize the display to fit the reta iler’s store. 4. How can brand communities enhance brand loyalty and devotion? Brand communities are the ultimate in brand loyalty and brand devotion. It offers symbolic meaning and provides for interaction between the brand, consumers, and companies that participate. People join because they have shared values and experiences.Brand communities cannot be created by brands or companies. It has to be customer driven. But, brands can enhance the community and provide a richer brand community experience. Reasons: People join a brand community as an affirmation of their buying decision. It provides social identity and bond with fellow brand owners. They can swap stores, swap advice and provide help to each other and to new members. It provides a venue for feedback and new ideas. Ways to enhance a brand community: * Create benefits to encourage new customers to join. * Provide materials not available anywhere else. * Involve firm representatives in the groups. * Sponsor special eve nts and regular meetings. Promote communications among members. * Build a strong brand reputation. 5. What methods are used to adapt alternative marketing programs to international marketing efforts? Companies can enhance a brand community. Companies can create benefits for individuals to encourage them to participate and join in the brand community. Materials and items not available to the public can be provided to members. Representatives from the firm can become involved and sponsor events and meetings. They can encourage and provide an avenue for members to communicate with each other. It is also important for the company to continue its strong brand name and maintain its reputation.

Main Divisions Between Mainstream and Critical Social Psychology

One of the main divisions between mainstream and critical social psychology is that of the methods adopted. Discuss with reference to the cognitive social and at least one other social psychological perspective. Social psychology has existed for about 100 years, before which psychology was a branch of philosophy. Social psychology studies individuals in their social contexts. It is a diverse discipline made up of many theoretical perspectives and variety of different methods are used in social psychological research. This assignment explores the main principles of different methods in social psychology. It will look at the underlying theories or perspectives that organise contemporary social and discursive psychological research and knowledge and critically evaluate different theoretical perspectives and methods. Cognitive social psychology studies the information processing individual in a social context to analyse individual cognitions in controlled social conditions. It is a quantative approach. It dominates psychological social psychology and emerged from the critique of behaviourism in the mid twentieth century. Researchers use an experimental approach involving controlled experimental conditions to produce quantitative data that can be measured and analysed to produce statistically valid conclusions. Discursive psychology focuses on the external world of discourse, its meaning and effects and studies the socially constructed, situated and contingent identity. It is a qualitative approach. It emerged in the 1970s with the linguistic turn, and was influenced by sociological social psychology. Researchers use discourse analysis to produce qualitative data by conversational and textual analysis. Phenomenological psychology focuses on the detailed description of social experience derived through the senses. It is a qualitative approach using the rich description of experience. It studies the internal world of the psyche in relational settings and its effect on action using first-person written account of experience, interview and literary text. It originated in the philosophy of Husserl in the late nineteenth/ early twentieth century. Social psychoanalytical psychology or psychosocial studies the internal world of the psyche in relational settings and its effects on actions. It is a qualitative approach. It looks at the conflicted psyche in dynamic relation with the external world. Using case study and free association narrative, interviews and observation qualitative data is evaluated through interpretation of what is unsaid as well as said. Its original development was in the clinic and it became an area of academic study in the late twentieth century. There are four overarching themes that can be used to interrogate a set of value issues that permeate social psychology. These are known as interrogative themes and they are outlined below. Power relations are central to the way that all knowledge is produced and interpreted. Power permeates everything we do and all our relationships . Power is neither good nor bad but it is what is done with it that determines this. Power is relational and the balance changes in different contexts. It is contextual and situated rather than absolute. Questions of power were first raised in relation to the deception of participants in the name of science. For example in Stanley Milgram’s (1965) experiment where participants were required to give increasing levels of electric shock to Milgram’s colleagues who posed as recipients of the electric shocks. The focus was on power relations between the scientist and participants, many of whom performed, as they believed, harmful and sadistic acts on the instructions of the scientist. Ethical guidelines in social psychology have been hugely influenced by this. The question of who has the power to interpret people’s experiences applies to all social psychological research. We need to be careful how we base interpretations on evidence, and we must interrogate how that evidence and those meanings came to be produced: within what assumptions and power relations. Power relations raise the issue of the relationship between the researcher and the participants. Another interrogative theme is situated knowledges. Knowledge always comes from a belief or view point Knowledge is always situated somewhere and sometime – it changes with time and is situated in terms of values, cultures, belief systems and history. It changes with social change. Knowledge production needs to be situated at the level of every piece of research. Methods are highly influential in the knowledges that are produced. Another interrogative theme is individual-society dualism. The most enduring theme in social psychology is whether individual or society is privileged in the explanation of social psychological phenomena and derives from the wider dualism of explanations that have characterised western thought since the Enlightenment. Individual-society dualism often manifested in a reduction of explanation to either biological (often genetic) or social causes. Sometimes ‘both/and’ explanations also suffer form this dualism because they behave as if there is no other level of explanation, only an ‘interaction’ between biological and social factors. Genuinely social psychological explanations get squeezed out. Agency-structure dualism is the twin problem of individual-social dualism. The binary terms ‘agency’ and ‘structure’ mirror the terms ‘individual’ and ‘society’ in the following way: if individuals are seen as relatively independent of social influence, they can be theorised as agents of their own destinies. On the other hand, if social structures are overwhelmingly influential in individual action, people’s choices and desires would be irrelevant. Traditional social theory placed such emphasis on the power of social structures in governing peoples actions that this led to self determinism. A challenge for social psychology is to be able to understand the dynamic tension between desires and actions that are relatively free and ones that are heavily constrained by circumstances, rather than fall into assumptions on either side of the agency-structure binary. This interrogative theme will help us remain aware of dangers which, like individual-society dualism, have strong political and ethical implications. All of these interrogative themes are useful in evaluating social psychological research and theories. There are differences and similarities between the four perspectives on social psychology that have been defined in this essay. They all have reflexivity because the researchers are prepared to put themselves in the picture of knowledge production. They are all explicit about the way their approach is appropriate to the object of analysis. A difference between the qualitative and quantitative approach is whether the object of analysis is hidden from view. This is highlighted as an advantage of the cognitive social psychology experimental method and is also central to the free association narrative interview method which draws from the psychoanalytic concept of unconscious dynamics. Phenomenological psychology, whose object of analysis is conscious experience, aims to elaborate qualities previously hidden form view through rich description. In contrast, discourse analysis is not interested in underlying significance but in words. Whereas discourse analysis is interested in emotion terms, social psychoanalysis looks for emotions themselves , while the object of phenomenological analysis is the emotions that people are aware of and can therefore describe. Social psychoanalysis and the experimental method look for causes of actions, but discourse analysis rejects this, and phenomenology focuses on experience rather than its causes or motives. Control of the research setting is the issue that most clearly differentiates quantitative and qualitative approaches. Experimental psychology ‘models’ social processes in order to control them. The other three approaches seek ecological validity by researching in social settings. Within the qualitative approaches there are differences in emphasis. Discourse analysts prefer to collect discourse as it can be found, although they also conduct interviews. The social psychoanalytical and phenomenological approaches rely in eliciting experience, often grounded in a narrative of actual events. Narrative is becoming an overarching theme in qualitative social psychology, partly because of the critique of unstructured interview techniques on the grounds that they dictate the terms in which participants can give their accounts. When interviews are relatively unstructured, participants have a tendency to give accounts in narrative form. It is useful to compare the different methodological approaches in relation to their analysis of The Guardian’s story published on 24 May 2004 about an Iraqi family, a mother an her children. The woman’s husband ( the children’s father) had died in detention during the American/British invasion and the newspaper quoted the woman’s response – ‘I will always hate you people’. The Cognitive Social Psychology Experimental approach outlined by Russell Spears states that experimental evidence is the lifeblood of psychology and experiments provide the control to assess causal relations and patterns among variables that may not be apparent to the naked eye. Whist acknowledging that we cannot reproduce in the lab the conditions that foster this kind of hatred, we can model some of the proposed processes and test implications of theories. The psychoanalytical perspective referred to by Wendy Hollway is a clinical rather than a research method. Free association interviewing is used to reach beyond the structured interviewing that dominates qualitative research and risks constraining interviewees with assumptions provided by questions. Derek Edwards discussion of discursive social psychology proposes looking at the report and how the words and, descriptions and accounts are assembled and put to work. He focuses on the reports themselves , how they provide for causal explanations, invoke psychological states and build implications for politics and policy. This approach examines how people deploy commonsense psychological ideas. Darren Langridge explores phenomenological social psychology as a descriptive enterprise. Data is collected though first person written accounts or interviews. The rush towards explanation is avoided. The aim is to identify structural qualities that are invariant across the experience, as well as those that are more idiosyncratic, focusing on the reasons but not the causes behind the phenomena in the hope of providing new insights that may enable us to effect change. In conclusion, there are similarities and differences between the methodologies used to explore the four perspectives in social psychology that have been discussed. Each approach has its strengths and weaknesses, and all can contribute to the continuing development of theories and approaches within social psychology. References Milgram, S ( 1974) Obedience to Authority: An Experimental View, London, Tavistock. Spears , R. , Hollway, W. and Edwards, D. (2005) ‘Three views on hate’, The Psychologist, vol 18, no 9, September, pp. 844-7. Social Psychology Matters Book 1, Chapter 2 by Wendy Hollway, Book 2, Chapter 1 (Introductions) – Open University Press. DVD 1 Social Psychology : Critical Perspectives on Self and Others.

Informal proposal Research Example | Topics and Well Written Essays - 750 words

Informal - Research Proposal Example For instance, there has been a significant decrease in the employee retention rate within the company which stands at 40 percent, a scenario that impact negatively to the branch. The main purpose of this proposal is to identify ways in which Roanoke Branch can motivate its employees and reduce the unprecedented employee turnover. This paper will solve the problem of employee dissatisfaction and high turnover through training of both the employees and the management on effective communication, job evaluation, and a review of the existing compensation for the employees. There is no denying that the employee retention rate has been on a declining trend for the past three months. I have noted that two of the branch’s senior managers have in the recent past resigned from their positions. My investigation has informed me that the senior managers, the art director, and one of the accountant executives, are currently working for a rival company. Furthermore, I have received information from three of the graphic designers and four of the copywriters of their dissatisfaction with the company citing the manner in which their innovations are being modified by the senior management without their knowledge. Moreover, I noted that over 40% of the employees recruited in our branch will leave within the next two years. These unfortunate scenarios within our branch threaten our existence, particularly our ability to create a competitive advantage in the advertising industry. Unarguably, a highly motivated human resource is a valuable asset to an organizatio n. It is therefore important for Roanoke Branch to develop a retention plan to retain its human resource, thereby keeping the employee turnover as minimal as possible. As such, I am convinced that Roanoke Branch is able to restore its reputation by achieving the following objectives: After carrying out an investigation on the causes of employee dissatisfaction at Roanoke Ranch, I realized that the main

First Meditation by Rene Descartes Essay Example | Topics and Well Written Essays - 750 words

First Meditation by Rene Descartes - Essay Example Descartes begins ‘First Meditation’ or ‘On what can be called into Doubt’ by introducing his first proposition that everything he knows, i.e. everything that we know, must be put to the test as they may not exactly be what is real. This is suggesting that the very foundation on which he based everything that he knows must be shattered to truly come up with a conclusion on matters of self-assessment verifiable accuracy. Thus he begins, â€Å"Some years ago I was struck by how many false things I had believed, and by how doubtful was the structure of beliefs that I had based on them† (p. 1). From here he traversed a self-contemplation that was unforgiving in looking at the most minute details to see the logical sequencing on how his perceptions came to be. It suggests going back to the beginning and doing away with all of his opinions to look at the core of his philosophy. Descartes professed that everything is false with clear and ardent belief that th ey are so. He provides that some reason, not altogether significant reason but only an inkling, to tilt the scales over to doubt is an unmistakable occasion for doubt. The foundations are the key in being able to comprehend whether or not there is room for doubt as going at each opinion one by one to look for fallacy would be tedious and next to impossible. When this central aspect is magnified then its analysis becomes possible. The vital attribute of the ‘First Meditation’ is the conversation-like format that is meant to be an almost question and answer type of reading between ‘Hopeful’ and ‘Doubtful.’ The first proposition is a direct interpretation of Aristotelian philosophy on the importance of the senses in our accumulation of knowledge and beliefs. The ‘Hopeful’ dialogue supposes that facts that are perceived by the senses cannot be denied such as the simple position of sitting, the bedtime clothing, the warmth of a fireplac e and the act of gripping a paper. To sustain doubt over such factors such as being in one’s body would be analogous to being mad.  

The Evolution of Women in Film Essay Example | Topics and Well Written Essays - 250 words

The Evolution of Women in Film - Essay Example From the beginning, cinema has been considered as a medium of men. Women were always given less important roles and were not an integral part of cinema. Though we have women in a top management position in almost all fields in film industry we have only 6% women directors in the whole world and in America it is only 7%. This article aims to study the role of women in the film industry on both sides of a camera through years. Several powerful women film producers like, Alice Guy Blache and Eva Le Gallienne, a producer, actress, and director during the 20th century have played a vital role in the history of films. June Mathis was a prominent screenwriter and producer during the period. During 1930’s Dorothy Arzner was the only women director to make hits. In 50’s Shirley Clarke from America and Joyce Wieland directed several experimental films. It was during 1960’s that feminist films began. Most successful was ‘Wanda’, a portrait of alienation by Barbara Loden. Directors like Barbara Hammer tried to visualize female sexuality from a women's' point of view. Even with such eminent artists an Academy award or an Oscar or a Directors Guild's top honor was never awarded to a woman director or a women cinematographer 2. Even with so many renowned women directors, only 7% directors of Britain are women. Today women are more prominent on both sides of the camera. Even from Iran, there are about 11 women film directors3. Works of these women are shown at almost all film festivals like Cannes, but only a few are awarded or even recognized.

WRITTEN PAPER Essay Example | Topics and Well Written Essays - 1250 words

WRITTEN PAPER - Essay Example Given the nature of options available, the selection of role model for the given field will be Oprah Winfrey. Being a gifted and talented personality herself, various attributes of given global context such as emergence of feminism and counter culture, technological advancement and development of tabloid talk shows as an accepted genre, allowed her to progress well in her career. Oprah Winfrey managed to emerge as a leading brand name from a local radio station to a news channel and then the TV show having a viewership of millions per episode (Garson, 2004). Despite a troubled childhood, Oprah began working as an anchor in the local TV station however the monotony offered by this position pushed her to move foreword to another chat show with declining ratings. Her communication style and ability to relate to audience made the ratings spiked within months. The resultant was a creation of a leading TV show which was her own product called the Oprah Winfrey show that ran for over twenty five years (Garson, 2004). Another important name on her credentials is The Oprah Winfrey book club whose credibility has driven many authors and their work to top selling charts (Ward, 2011). Other than that, she has also worked in several movies as well. Although Oprah appears to be a media person however her PR strategies and ability to promote transparent journalism are some of the traits required for being an effective international communication strategist or a policy maker for global clients. After using TV as a medium for leaving her mark, she moved onto print media and has launched a women’s magazine with the name O followed by a launch of a radio station. It can be seen that Oprah has fully utilized all media at the right times to reach her viewers. However, more than the selection of right media at the right time, she has presented herself as a media personality who is reliable and responsible and can be trusted by audience. Her major

Mulatto Essay Example | Topics and Well Written Essays - 1000 words

Mulatto - Essay Example Robert, however, insists on being a white man, especially after school has taught him that he is equal to any other white human being. As a mulatto, Robert experiences the strangeness of nothingness, which leads to his anxiety and harbored hate towards whites and blacks alike, and ultimately, to his tragedy, he eventually stops thinking and acting like a rational human being. A person normally has knowledge of his/her own family, but Robert does not get any acknowledgment from his own father that the former is his own son, and so Robert feels like a worthless illegitimate son. At the age of 7 years old, he calls the Colonel papa in front of his fathers white friends. As a result, Colonel thrashed and hurt him badly. Bert was the "favorite" (Hughes, par. 91) before this incident, but he was not the one anymore. It is possible that notwithstanding the darkness of Colonels heart, he loved Bert because he looked more like him and was very smart too. Colonel Norwood has not actively "blacken" his son by removing any idea of whiteness out of the child just as he does not fully break any residual filial bonds by sending his son to school. Despite these childhood memories, Bert thinks that he is a "real white man" because of his birth right (Hughes, par. 94). Lamb talks about paternal rejection and how mulattoes seek to shun the silence on their paternity by dec laring that they are the sons of white men. This assertion emasculates the white fathers, which Bert also does in the play. Later on, after coming back from school, Bert asserts that he is Norwood and half-white by trying to shake hands with his father, a greeting between equal free men. Unfortunately, his father rejects him, but he still does not hurt him enough to break his son and teach him his right place in society. This play shows that even if a mulatto has a white father, the latter can easily not acknowledge him

Decision making Research Paper Example | Topics and Well Written Essays - 3000 words

Decision making - Research Paper Example The paper uses the two concepts to analyze three mediation efforts in the Arab - Israeli conflict: the Camp David Accords I, Oslo Accords and the Camp David Accords II. In the findings of the research indicate that in all the agreements reviewed, both sides held on to their strengths and privileges to make demands. In areas that either party had weaknesses, they were ready to make risky demands, sometimes at the expense of breaking down the negotiation process. It was therefore conclusive that in mediation in international conflicts, parties use the prospect theory to take decisions on the demands to make. On the other hand, the rational theory is still important. Hence, mediators can only succeed if they guide the parties to the rational choices. Introduction Dealing with interstate conflicts has become a high priority, not only between disputants themselves, but on the global arena as well. The approach and the way by which conflicts are decided to be managed is a crucial issue. â €Å"Mediation is one of the oldest forms of conflict resolution and has been used extensively worldwide by individuals, states and organizations to bring about peaceful resolution to interstate and intrastate conflicts† (Siniver and Thomas, 2011 p2). Typically, mediation involves a third party helping two parties in a conflict to come up with solutions to their disagreements. Mediation aims at promoting a less adversarial method of dealing with conflicts in international relations. Terris and Maoz identify that third party negotiations have been used in 35% of post-World War II militarized disputes (Terris& Maoz 2005 p563). This underscores the importance of mediation as a tool for diplomats to solve conflicts and tensions between nations and states. I see high importance in understanding the perspective role of international mediation as a future conflict resolution tool. Since the demands of each side of the conflict must be heard in mediation, the method with which parties come up with decisions on the demands they put forward is important in determining the success of the process. Thus, each party might need to come up with decisions on the condition to present in the mediation. A simple decision making model involves diagnosis of the problem, search for options and choice, revision through a critical assessment, evaluation of options, choice of a given option and the implementation of choice or demands (Maoz, 2012 p5). The simple decision making model form the basis of the traditional or orthodox negotiation framework known as the Theory of Rationality. The Theory of Rationality is based on an attempt to attain a win-win outcome or the best solution for both parties with the long term interest of the parties. This is steeped in the Expected Utility (EU) Theory, which seeks the best good for the largest numbers of people (Milburn& Isaacs, 1995 p335). However, other theories like the Game Theory which is steeped in probabilities and choices come be u sed to arrive at the rational theory (Coombs& Avrunin, 1998). The Prospect Theory on the other hand, involves an individual negotiating to get the maximum net gains for himself (Bazerman et al, 1985). In other words, each group in the negotiation table will present demands that serves his or her needs best. And as such, we seek the best interests for ourselves. Thus, one must be expected to negotiate for his or her best interest. This makes the Prospect Theory the

Social Network criminal Investigation Essay Example | Topics and Well Written Essays - 2500 words

Social Network criminal Investigation - Essay Example It was owing to their usability that their use was taken into accordance for every possible usage. As a result of this presently we see information and technology based devices around us everywhere. Human beings cannot execute even a few hours of their lives without the involvement of their personalized high tech devices. Since the use of everything is prone to both use and misuse it is imperative that certain ethical and moral boundaries be marked with respect to actions demonstrating a line between what actions and permissible and which are not. When these demarcations are done officially, they are referred to as laws. Laws govern each and every mode of life. Since information technology and more specifically computing based device are well knit with human daily routines, the use of these devices must also be governed by laws. What Is Law? Officially in the words of the Department of Justice, Canada, law can be quoted as, â€Å"Rules made by government are called "laws." Laws are meant to control or change our behaviour and, unlike rules of morality, they are enforced by the courts. If you break a law - whether you like that law or not - you may have to pay a fine, pay for the damage you have done, or go to jail.† (Department of Justice- Canada, 2009) The HISTORY of law dates back to the history of mankind. Ever since man has existed, so have laws. They have evolved with the evolution of man himself. Each law was formulated every time its need would arise. The modern society has its own set of laws that govern it. Though they may not be entirely different from those dating back to a few hundred years they sure have innumerable new additions to them. These new developments have emerged with the evolution of man himself. The present technology prone human society should have in itself a number of laws that govern it. Since the technology based world uses computing devices everywhere it is the need of the hour that the misuse of the same be taken into not ice and limited by enforcing relevant laws. The present study is an attempt to enlighten the need for laws with respect to social networks. SOCIAL NETWORKS What are social networks? For a novice it may be really hard to explain what this terminology refers to, however for a technology literate it may be said that, A social Network is a virtual Social structure that is composed of different nodes. These nodes are connected together via a network. The internet is the most widely used network of the current times since it is universally accessible. Thus each computing device may serve as a node when connected to the internet. There are various websites over the internet that offer their web portals as domains upon which each of these nodes can register themselves and maintain their virtual profile. It is then via these personalized profiles that social networks flourish and contacts establish. This entire domain of social networking has a number of pros and cons. Though its pros outnum ber the cons associated with it but the pros themselves are immensely grave in nature. Where social networks assist in globalization and make physical boundaries immaterial, they are also responsible for the development and flourishing of a number of criminal activities. These activities often go unnoticed when they are in relation with the very adored social networks and this makes them even more dangerous and harmful. Figure 1: (Levy, 2011) False profiles can very easily with

My Journey Through Life Essay Example for Free

My Journey Through Life Essay When I started college back in 1994 I thought that this will be the last time that I would start my education at a new school, but life did not happen the way that I thought that it would. In this paper I will describe my past life experiences, and analyze my experiences that have made me the person that I am today using the adult development theories from this class. During this paper I will also state how I will look forward to accomplishing my future goals. I grew up in a small town in Massachusetts. As I child I grew up around my family owned garage. During this period of my life I saw my families get divided by the power of money. My father and uncle inherited the business when my grandfather passed away. Before when my  grandfather was alive everything was great in life, but ever since he passed everything changed. I saw how my uncle who was the eldest take control of the money, and how he treated my father differently than before. During this time of my life it me that money can change any person no matter who they are even if they are related. As a child growing up I played sports all year long. I played football, basketball, and baseball. Since I was the youngest one in my family I followed my older brother around and his friends. My brother is three years older than myself. I would always play sports with his friends, and it made me a better athlete competing against older kids. All I wanted to do since I was a child was to go out and play sports. Growing up my family took many vacations. My fondest times were when we would go camping all around the United States. During these times I got to see all different parts of the country and it helped us bond as a family. Each time we went on vacation my mother and father would never fight. These vacations were my fondest ones just for that reason that we seemed like the perfect family. Then once we got home my parents seemed to be the exact opposite then when we were on vacation. My dad had problems with his brother at the garage and took out his frustration on my mother. This was like night and day from the family that we were on vacation. Growing up my mother was my most influential person in my life. I remember her playing catch with me when my dad was not around. My mother would always attend my sporting events even though she did not understand any of the games that I played. My mother always told me to never let any person tell you that you cannot do anything in life that it is up to yourself what you choose to accomplish. Growing up I played sports all year long. During the course of the year I had my same coaches for many years and they became like father figures to me. They taught me that playing sports was a privilege that had to be earned. They taught that it did not matter how good you were at sports that if you did not have good grades that you were not allowed to play. Playing sports also instilled in me that you have to trust and respect others, because you cannot do everything yourself. As a student in high school I had many different teachers. I had one teacher Mr. Rice who would be very hard on me when I would make a mistake on my assignments. He would always call me out on my mistakes in front of everyone in class to let me know when I was wrong. Once I completed his  class he pulled me aside and told me that I was one of his best students since I learned from my mistakes and never quit. Growing up my parents made me get a job once I turned sixteen. Even though I played sports all year around my parents told me that not everything in life is giving to you. One of my first jobs was a stock boy at our local grocery store. During this time I had to schedule my work, sports, and school work around my work so I would not fall behind. This was a very important lesson in my life that taught me time management along with responsibilities that come along with growing up as a young adult. Once I left college after two years to become an adult I found a job at my brothers company being a micro-electronics technician. This job helped me move out of my parents’ house and become an adult. I learned some of my most valuable lessons in life. This job taught me that I was responsible for every daily activity. I had to provide my own food all the way down to paying each bill to keep a roof over my head. This was a very important lesson in my life that helped prepare myself for next job. After five years of being a micro-electronics technician I moved to Florida and found a job in the quality assurance field. This was one of my most important jobs that would affect my life. As I have grown into an adult and have integrated what I have learned. The â€Å"universal ethical principles state that ideas about right and wrong come from within after a long period of thinking, reasoning, and integrating what we have learned about life† (Witt Mossler, 2010, CH 3, â€Å"Moral Development†). This job made me realize what I wanted to do in life, and helped me think about what is right and wrong . Before this job the only thing that I cared about was the money. This job gave me satisfaction of what I do on a daily basis. This job did bring me to Florida. I lived in Massachusetts for 26 years until I took my job in the quality field. It was a total culture shook when I moved here. Before this move I was accustomed to my environment in Massachusetts. I realized that things up north move at a faster pace than things in the south. This move was a big culture change for me. This moved helped me grow in many ways than I could have never imagined. I had to learn on how to adapt to different cultures and beliefs that I was not used to. One of the greatest achievements that I have made was moving to Florida and meeting my wife. At the time when I meet her I was unemployed and was running out of money. She brought back hope in my  life and me realize that I have a lot more to offer than just walking around with my head down. Since her belief in me when we got married, I have bought a brand new house, a new truck, and I have more money in my bank account than I have ever before. Meting my wife was one of the best achievements in my life. A few months after getting married to my wife we welcomed our daughter into this world. With her arrival she has taught me many life lessons that I did not have before. She taught me the importance of putting others first. Before her I never thought really about how I could improve upon my life. Since her birth I started to think about finishing my education so I can provide her and my wife with a better life. Going back to school is a very big achievement for me. I would have never thought about going back to school at age thirty eight. But since my daughter was born many of my past thoughts have changed. I realized that I need to set a good example for my daughter. I do not want her growing up thinking why daddy did not finish his degree. By continuing my education this will â€Å"result in employment and wage gains and has a positive influence on continuing education.† (National Center for the Study of Adult Learning and Literacy, B. A. (2002). As a result of continuing my education my employment opportunities will open up as well as my daughter’s thoughts that you can continue education no matter how old you are. In Conclusion, I have discussed some of my life experiences that have made me the person that I am today. I have broken down some of my key experiences using adult development theories from this class. Finally I have presented my future goals and how I plan on achieving them. The experience and knowledge that I have learned throughout this course will help me as I continue in my journey throughout life. Reference National Center for the Study of Adult Learning and Literacy, B. A. (2002). The First Five Years: National Center for the Study of Adult Learning and Literacy, 1996-2001. Retrieved from EBSCOhost. Witt, G. A., Mossler, R. A. (2010). Adult development and life assessment. Retrieved from https://content.ashford.edu/

Sherwin williams Essay Example for Free

Sherwin williams Essay No matter how you coat it, Sherwin-Williams is one of the largest paint manufacturers in the US and worldwide. Sherwin-Williams has rose to his level of success by excelling in the their strategic management process and Sherwin-Williams implements its strategy with its mission statement: For over 140 years, manufacturers have trusted Sherwin-Williams for innovative coatings and exceptional service. And you can count on us for the expertise and the support you need to get better results, from start to finish. Also The Sherwin-Williams Company has established a vision statement and quality commitment, which states: We commit to seek out the expectations of our customers and to consistently meet and exceed those expectations through our service, products and attitudes. To achieve this vision Sherwin Williams will use a combination of innovation and market development grand strategies to realize the long-term objectives of improving local market position, creating a high focus on customer satisfaction, attaining high employee morale, and increasing market share. The Sherwin-Williams Company is committed to the products finishing industry and strives to be a valuable supplier and resource for their customers. Sherwin Williams intends to overcome challenges and take advantage of all market opportunities through committing to the strategic implementation. This commitment starts right at the top and is expected throughout every level of management all the way down to the frontline sales force. Strategic Managers have been utilizing a plan in supporting personnel in order to direct their efforts at specific markets and customers of a global scope. A group of Strategic Account Managers dedicates their efforts towards total service of specific global accounts through close communication with customer facilities, their emphasis is coordinating sales and service activities. Currently, Sherwin-Williams growth strategy is to acquire Consorcio Comex, the second largest specialty paint store organization in the Western Hemisphere. The acquisition will expand the architectural paint business in Americas and increase retail distribution in many markets where the store count is low. Sherwin-Williams is engaged and has invested in  capital expenditures to increase manufacturing capacity, enhance productivity of its existing facilities and expanded its store network. Management is continually re-evaluating the company’s operating facilities, including acquired operating facilities, against its long-term strategic goals as the company continues within its growth strategy. Sherwin-Williams maintains its strategic control using an operational excellence program which is a methodology for pursuing continuous improvement. Utilizing this process for defining, measuring, analyzing, improving and controlling the business, manufacturing, and service facilities will help management be prepared to identify areas for improvement and implement necessary process or procedural changes. Management has a significant commitment in utilizing these control resources that will result in improvements in service and quality to our customers for years to come. From Sherwin-Williams expansive distribution and multiple manufacturing locations, to their experienced sales and technical service professionals they have excelled in implementing their strategic management and planning process by listening and responding to specific product, service and performance needs of their customers. Levy, Keith. Sherwin-Williams Is Painting a New Picture of Marketing. Forbes. Forbes Magazine, 08 Nov. 2011. Web. 27Apr. 2013. Sherwin-Williams. Investor Relations. N.p., n.d. Web. 28 Apr. 2013. Want to Learn More about Our History, Career Opportunities and Investor Relations? Sherwin-Williams. N.p., n.d. Web. 29 Apr. 2013.

Control The Speed Of The DC Motor Engineering Essay

Control The Speed Of The DC Motor Engineering Essay Direct current (DC) motor is applied in a wide range of applications particularly in automation technology due to minimal voltage consumption. In the proposal DC motor plays an effective role in Hardware implementation. The main principle behind the project is to use the cascade control to run the DC motor; its one of best feedback controllers. For estimating the velocity and the armature current of the DC motor with 24 volts and a dsPIC Microcontroller is programmed .The above all operation is done in a closed control loop function. Table of Contents 1.2 Objective 2. Specific Aims of the project Chapter 1 1. Introduction 1.1 Background Brushed DC Motor DC motor model Digital control of dc motor Advantages of dc with respect to speed control Analogue control of dc motor 2.1 ds PIC dsPIC30f 3010 2.2 MPLAB IDE 3. Design and Research Cascade control Currentloop dynamics Speed loop dynamics 3.1 Components for controlling 24v brushed Dc motor 3.1. Flexible inverted board 3.2.1 Generating PWM wave forms 3.1.2 H-Bridge converter 3.2 Software techniques used in DC motor Programming microcontroller in Flexible inverted board 4. Results and Discussion 5. Conclusion 6. Appendix List of Figures FIGURE 1: Operation of BRUSHED DC Motor FIGURE2: General block diagram of speed loop and current loop of DC Motor FIGURE3: H-bridge converter with different voltage VÃŽÂ ± VÃŽÂ ² CHAPTER 1 1. INTRODUCTION 1.1 Objective The main function of the project is to control the speed of the DC Motor using a dsPIC30f3010 microcontroller. For that implement a separate hardware to satisfy the main function of the project. 1.2 Specific Aim of the project In order to achieve the main core of the project, construct Hardware for controlling the speed control of DC motor. The main hardware requirements are ds PIC microcontroller ICD interface connector for system interface DC power supply MOSFET Current sensors The above components are required to construct a hardware called Flexible Inverted Board [4]. 1.3 OUTLINE OF PROJECT Step1 In this paper a flexible inverted board is constructed with the series of hardware components Step2 Then communicate the Flexible inverted board with system using MPLAB IDE software with ICD-3 interface [4].the language used in the MPLAB software is C-language. Step3 The speed loop and the current loop are the two important functions for controlling the speed of the Dc motor. In our project the key point is to control both the loops by C-programming language using MPLAB ICD-3. The speed loop of the microcontroller is called speed controller and the current loop of the microcontroller is called current controller. CHAPTER 2 THEORITICAL TECHNIQUES AND THEIR REVIEWS 2 Background 2.1 Brushed DC Motor In automotive industries DC motor is used widely in fuel pump control, electronic steering control, engine control and electric vehicle control [6]for its cost effective and it is used in many applications like pulp and paper industries, fan pumps, press, winder motors [2],home appliances, washers, dryers and compressors[6] are some of the best examples. DC motor is one of the important hardware employed in this paper, it consists of a rotor and stator, and the parts are placed in a permanent magnetic field. Commutator and brush are placed in between the rotor and stator. Positioning the brush at a particular direction in the rotor is classified into some categories and they are radial, trailling or leading [3] positions. When the rotor rotates the commutator and carbon brush interface at a point, which produces an enormous amount of magnetic field from the brush of the motor and it produces current to the armature winding of the Dc motor. FIGURE 1: Operation of BRUSHED DC Motor[a] 2.2 DC Motor model [8] Each motor will have different specification and requirements. According to motor requirements and details the model can be designed. The aim of motor model, deals with controlling the applied voltage of both speed and current. The basic model for a Dc Motor is shown below FIGURE2: DC Motor model The above diagram is a simple RL circuit. RL circuit is called resistance inductance circuit and a 24v DC Motor. All these components combine to form RL circuit. Now the derivation part of the RL circuit is explained below T (t) = J w is the Angular velocity J is the moment of inertia B is the friction T is the armature Torque T (t) = (t) is the Torque constant is Armature current According to Kirchhoffs law (t) (t) = (t) + and are the inductance and resistance for the armature current (ia) The electromotive of the motor can be determined by multiplying the back emf with speed The relationship for the electromotive force is shown below (t) = The state model for any DC motor using ia and w (speed) is mentioned below. = + 2.3 ds PIC -microchip ds PIC stands for Programmable Interface Controller or programmable intelligent computer, which act as an important controlling unit for entire system. The main objective of this project is to make the ds PIC to generate 6PWM waveform. In an ideal condition the waveform from the pulse width modulation can control the H-bridge converter. It not only serves as an interface controllers but also plays a role of a programmable logic controller (PLC). [16,20] ds pic has a memory of 16bit microcontroller that has two major functions. Firstly it can act as a software part serving software functions and the other is a hardware part serving hardware functions. The input signals that are attain from the feedback serve system are received by the software part which in turn utilizes the codes that are written on the chip on C language to analyze the input and operate the hardware. Finally the software makes sure the hardware runs based on the software functions to gain the required output. [18, 20] Our project concentrated on working experiments that were run at lab conditions. Since a couple of systems have certain differences from the stimulation that have been run in real conditions compared to ideal conditions. This in turn is the working of the microcontroller. dsPIC30F 3010, 2010 4011 and 3012 are the series of chips that have been available in the Lab. The letter F in ds PIC30F and such chip states that the chip contains flash memory. The reason for considering this flash memory product is because 30F has an ex-ordinary performance when compared to EPROM (Erasable Programmable Read-Only Memory) and one time programmable chips (OTP). This has been a major requirement for the running of this project to get the required output. 16-bit modified Harvard architecture has been added to the CPU containing ds PIC30F for utilizing the data and upgrading the set of guide lines for running digital signal processing (DSP) [14]. There is a lengthy flexible opcode field which has been installed in the CPU that has a 24 bit wide user programmer memory area and the total addressing speed can go up to 4MÃÆ'-24 bit. This programming model has sixteen 16bit working registers in ds PIC30F chip. There are two classes of introduction controlling unit that have been integrated and used for execution they are integrated and used for execution [2]. 2.3.1 dsPIC30F 3010 This section is about the pin configuration and the components available in dsPIC30F3010 microcontroller. Normally the memory allocation in dsPIC30F 3010 can classified in to three categories they are SRAM in Bytes EEPROM in Bytes Programmable memory in Bytes/instruction 2.3.1.1 SRAM SRAM stands for static RAM (Random Access Memory). According to the tabulation shown below the data limit for static RAM should not exceed 1024 bytes. The memory in the function can classified in two types they are X Data RAM Y Data RAM The static RAM uses X -RAM and Y_RAM for storing datas. 2.3.1.2EEPROM The memory allocation for EEPROM is same as static RAM. In read only memory one of the important types of ROM used to store memory is EEPROM. The main function of this ROM is based on two parameters they are endurance and retention [2]. Endurance is to retain the data even after the ROM fails. Therefore the data cant be deleted at any instant. Time period is required to store data that is taken care by retention [2]. 2.3.1.3Program memory In a particular program ds PIC30f microcontroller has a separate memory allocation for storing both the address and data. The memory limit for the program memory is 24K. program address space anda data address space TABLE 1: Tabulation for memory allocation in ds PIC30f3010 The pin configuration of dsPIC30f3010 is described below FIGURE 3: Pin configuration of dsPIC30F 3010[2] Pin descriptions (PWM1L and PWM1H), (PWM2L and PWM2H) (PWM3L and PWM3H) [2] these are six different types PWM channels used in the pin configuration. In which each PWM pair generates three duty cycles with one high output (H) and one low output (L). INT0, INT1INT2 are the interrupt buffers used in the PIC. VSS and VDD [2] are the supply voltage and ground in the PIC controller. U1RX U1TX, U1ARX U1ATX [2] are the series of pins used for communicating PIC microcontroller with PC, in other system interface operation can be done by UART function. In that RX stands for receiver and TX stands for transmitter. The above pin function plays an important in our project. CHAPTER 3 METHODOLOGY 3.1 Components for controlling 24v brushed Dc motor Since the project is fully based on hard ware so many components are available and how they work in that operation. 3.1.1Cascade control operation in Dc Motor: The below operation is done by using Double cascaded layout, it consists of two loops they are current controller with current reference and speed controller with speed reference [5] as shown in . FIGURE4: General block diagram of speed loop and current loop of DC Motor [b] The current loop is covered by the speed loop, in the block diagram it has the two circles inner circle is called inner loop and the outer circle is called outer loop since the inner circle operation is always quicker than the outer circle. In other words inner circle performance is multiple of ten times quicker than the remaining one. The cascade control principle is mainly used in our project to maintain the speed of the motor at a constant level and the current loop in the cascade control is the armature current and it is otherwise called as torque. Sometimes armature current may exceed the limit to avoid this situation in cascade control, it has limiter, and the main function of the limiter is to limit the values of the armature current. For example To limit the armature current to 64volt i.e. 1 ampere. So that the armature wont exceed those limits since the limiter is available in cascade control. The speed controller in the cascade control used to produce demand current ia*. Th e motor runs to overcome the demand current values. The demand current value will always higher than the normal current values. So that the speed motor gradually increases. PI controller(proportional Integral controller) Current controller Speed controller The above all components construct a cascade controller and the function each component is described below 3.1.1.1PI controller (proportional and integral controller) In cascade controller function various controllers are used for detecting the speed and control of the motor, but PI controller is recommended as high efficient controller because it consist to constant gain Kip and Kid. By manually tuning the gain of both Kii and Kpi will reduce the steady state error and the stability of the system will be increased. In recent survey more than 70% cascade controller used PI controller for controlling the speed control DC Motor. In order to reduce the steady state error in the closed loop system, gradually increase the proportional gain constant Kp. As the gain of the Kp increases the steady state error in the system decreases. But the stability of the system will not be stable. To make the system stable, integral term Ki is introduced in the system. When both the proportional and integral term sum each other to reduce the steady state error and make the system stable .the above two functions can be done simultaneously in the PI controller. The math ematical expression for PI controller is explained below. FIGURE 5: PI controller of a closed loop function [1] Kp-proportional gain Ki-Intergral gain Y- Output of the PI controller Err-Error in the PI controller At the beginning error (Err) will pass through both Kp and Ki. For proportional gain the output is Kp Err y1= Kp Err eqn1 [1] y2 = eqn 2 [1] y = y1 + y2 eqn 3 [1] eqn 4 [1] The key point in this PI controller is the error Err in intergral gain Ki will be integrated. so that the steady error will be reduced and the system will be stable. 3.1.1.2Current controller The current controller in the closed loop functions of the cascade control. The current loop is also called as current controller. It is used to protect cascade circuit from damage. The main function of the cascade function is to control the speed. Before controlling the speed the current of the controller should be controlled. The current obtained from the closed loop function is from armature circuit of the DC Motor [7].the input in the current controller is the back emf (ia*). Power converter is mainly used to improve the control in the system. It has high switching frequency, since the power converter in the current loop is very quick. The output of the converter is armature voltage (Va). (-E) is the disturbance occurred in the current loop, in order avoid the disturbance -E ia ia* RL CIRCUITT Power Converter PI FIGURE 6: Functional block diagram of Current controller The disturbance is added along with RL circuit, and the equation is shown below Va = (S La + Ra) ia + E The function of the RL circuit is reduce complexity Va is Armature voltage. ia is armature current (trying to control) Ra is Armature resistance E is Disturbance RL = 1/(S La + Ra) Current loop is carried out by transmitting the from ia(armature current) to ia*(demand armature current). As quick as possible without making the over shoot getting so high. If the over shoot is high it creates problem to the converter. Similarly when the gain values (Kp and Ki) increases in PI controller the over shoot value reduces, but the same time there is more amount of oscillation which may affect the system. Care should be taken in choosing both Kp and Ki values. ts ia ia** FIGURE 7: graph for armature current vs settling time ia Armature current ia* Demand armature current ts Settling time 3.1.2 Flexible inverted board The major hardware has been designed and implemented as Flexible inverted board. It consists of many components they are dsPIC30F3010 microcontroller, H-bridge converter and dc motor. The functions of these hardware components are explained earlier. The above all operation is implemented in a single hard ware called flexible inverted board. FIGURE 8: Functional block diagram of Flexible inverted board 3.1.2.1 IR2130 gate drive circuit: There are three input signal generator blocks which are capable of providing two outputs each gives the inputs to the six output drivers. L1, L2 and L3 are signal generators which drive precisely the three low-side output drivers although H1, H2 and H3 signal generators must be level shifted before it is fed to the high-side output drivers. The floating points of the driver, gate charge requirements of the power switch and the maximum power switch ON times receives power from three bootstrap capacitors C1, C2 and C3. Bootstrap capacitors also feed supply to the internal floating driver current. Once these energy requirements are met there must be considerable amount of charge still on the 8.3V nominal to prevent stopping. D7, D8 and D9 should be super-fast. VCC level seen by an under-voltage detector circuit gives an input to outlaw six outputs of the signal generator circuits. Current sensor R1 derives the ITRIP signal in the main power circuit of the motor when it is segregated with a 0.5 volt reference to outlaw the six signal generator outputs. ITRIP inputs sets up a fault logic circuit which in turn gives open drain TTL output for system gesture. FIGURE 9: Circuit diagram for IR2130 gate drive circuit 3.1.2.2Trim port function with PWM Trim port are small in size and they are very small in size .it is mainly used in many PCB construction board since its occupies less space. The trim port act like a potentiometer and it is otherwise called as trimmer [ ]. By tuning the trim port, resistance value can be minimized or maximized. For example if a 50ohm resistance can be tuned by trim port from 0 50. The two leg of H-bridge converter produce two pulse wave form one with low output (1L) and another one with high output (1H). The duty ratio of the PWM wave form can adjust using trim port. 3.1.2.3DC MOTOR ENCLOSED WITH A ENCODER The best methods of calculating the speed of the DC motor is using optical encoder method. It consists of a disk, Light Emitting Diode (LED) and optical sensor [6]. The disk is fitted with the rotor, as the rotor rotates the disk starts spinning along with the rotor and it is placed in between the LED source and the light sensor. Once the rotation starts the disk passes through the LED source and the optical sensor gets started, from which the speed of the motor can be calculated because the optical sensor acts like a tachometer. In other words the encoder in the DC motor is otherwise called as speed detecting sensors. [6] 3.1.2.4 H-Bridge converter DC motor runs differential speed, but the applied voltage of the motor varies at every interval of time. Since the voltage is directly proportional speed, as the voltage increases the speed of the motor also increases. Speed can be calculated by tachometer which is in build in the DC motors, the applied voltage can be supplied and controlled by a converter called h-bridge converter. GD GD Gate Drive Circuit FIGURE 10: H-bridge converter with different voltage VÃŽÂ ± VÃŽÂ ²[c] In this H-bridge circuit it produces two unipolar pulse width modulations because it has two leg inverter. Effective modulation takes place only in the first half of the inverter. As a result two variable voltages are generated on either side of the armature winding. In H-bridge, modulation index is represented as (+mi) and the reciprocal of modulation index is represent as (-mi).the motor in our project actually experiencing two pulse width. Both the pulses are inversely proportional to each other producing a unipolar PWM. The two legs in the converter are called the switching signals or switching frequency. Bigger converter relatively has lower frequency and smaller converter has higher frequency. If the frequency in the leg1 is high in contrast the frequency in the leg2 will be low. In our project consider VÃŽÂ ± and VÃŽÂ ² are the switching channels of the H- bridge converter . they are inversely proportional to each other. The carrier signal is called the input frequency . the carrier frequency used in our project is 10khz. According to the carrier frequency the time period of VÃŽÂ ± and VÃŽÂ ² differs. In C coding VÃŽÂ ± and VÃŽÂ ² is mentioned as PDC1and PDC2 from the below graph FIGURE 11 graphical representation of PWM signals in H- Bridge converter. The output voltage of the h-bridge converter can be obtained both negative and positive voltage distribution [1]. Pulse width modulation in the h-bridge converter helps to control the armature circuit of the DC motor [1]. Maximum armature current (torque) can be obtained by comparing time constant of both field winding and the armature winding [1]. Since the motor is connected directly to the field windings supply voltage in the field winding is more when compared with the armature winding. To maintain equal time constant in both field and armature winding [1], the applied voltage in the armature winding should be increased, as the armature current increases the torque output is maximized [1]. 3.1.3 Generating PWM wave forms As the torque output gets maximized, pulse width modulation is introduced in the H-bridge system to avoid the disturbance in the armature current.it can be done by increasing the frequency level of the H-bridge converter at a higher range. As the torque output gets maximized, pulse width modulation is introduced in the H-bridge system to avoid the disturbance in the armature current.it can be done by increasing the frequency level of the H-bridge converter at a higher range. FIGURE 12: Diagrammatic representation of the pulse width modulation is shown below [6] The below specification is referred from [6] Ton Time is ON (applied voltage) Toff Time OFF (applied voltage) T Time period. Duty cycle =. The average voltage of the DC motor can be shown in an equation below Average = Duty cycle ÃÆ'- Vin [6] When the motor is running at a constant speed the back emf of the motor is also remain constant. As the back emf remain the same the motor running at constant speed and the armature current (Ia) is zero. PWM is one main part that is required for the operation of cascade control. 4. Software used to drive the Motors 4.1 Programming microcontroller in Flexible inverted board using C-language In the flexible inverter board PIC microcontroller plays a major position in directing the pulse width modulation. The Ton time in the pulse width modulation (PWM) signal can be modulated or controlled by the microcontroller, as the microcontroller varies the time, the velocity of the motor changes with respect to time. The Programing language used in microcontroller is embedded C. The programming codes are downloaded in the microcontroller chip, the downloading approach can be done by a software development tool called MPLAB, this software exists in monitoring the systems, this software should be first installed in the PC, the programmers will write the codes to modulate the PI controller to acquire Applicable source from the current loop of the cascade control function. Once the codes are accepted according to the current loop [1], the programs can be downloaded in the microcontroller through universal serial bus or in circuit Debugger (ICD); ICD is a bus which interfaces PC system and the flexible inverter Board. [6] In order to program the microcontroller examine whether the hardware components are interfaced with the controller. The programming language used for programming the controller is C language. In c-language the datas are classified in to input data and output data. The microcontroller send the information in analogue signal, where the C-language wont accept analogue signals .To avoid the situation ADC converter and encoder interface are introduced in the system. ADC stands for analogue to digital converter; it converts the analogue signal in to digital signals. Then the digital signals get received by the C-program as input data. In turns c-program will send the output data to the PWM unit. UART communication system is a bidirectional so that microcontroller and PC can communicate simultaneously. UART stands for universal asynchronous receiver transmitter. The basic diagrammatic representation for system communication with C-language is shown below FIGURE 13: System communication in C Programming Language. In C-language firstly initialise all the functions required for the speed control of motor. 4.1.1Current sensor input: The current in the motor coils is one important parameter in the effective running of the motor. So it is essential to measure the value of this current. The measurement of the current is performed by using special sensors call Hall Effect Sensors. The range of the current is determined by the rating of the motor. Any over current in the motor can badly damage the motor. The Hall Effect sensors produce a voltage corresponding to the phase current. This is fed to the ADC inputs of the micro controller where it is converted into the digital signals. This is then fed into the microcontroller program. Hence the current needs to be limited within specific limits.CL1, CL2 and CL3 are the three current sensors variables used in this coding. The bit ratio of the ADC input is 10 so the input data ranges from 0 to 1023. The maximum data limit for the current sensor is 1023.so the current sensor value in the C- code is initiated as CL1 = 511; CL2 = 511; CL3 = 0; 4.1.2 Encoder input: For any speed controller, the actual speed of the rotor forms the basis for the control signals. The speed control signal can be changed only if there is an error between the actual speed of the rotor and the desired speed of the rotor. If the measured speed is less than the desired speed then the PWM pulses are varying accordingly to increase the speed. To perform this action a shaft encoder is used. The shaft encoder uses an opto-mechanical system to generate pulses. These pulses then are used to derive the speed of the rotor. A reference pulse is used as an indicator to count the pulse. This information is fed to the microcontroller, which then uses a special timing circuit that processes these encoder pulses. The motor speed to be accessed by the microcontroller needs to be stored in a variable within the micro controller code. The variable used in this program is a variable called rpm. This variable is accessed to calculate all functions related to the motor speed. 4.1.3 Pulse Width Modulation: The MOSFETs in the circuit is used as switches. These MOSFETs are switched according to a PWM. To drive these MOSFETs a gate driver circuit is required. The gate drive signal generates the voltage required for the operation of these MOSFETs. The PWM is generated by the microcontroller according to the program and is supplied to the gate drive circuit. The PWM signals are separate for each if the 3 legs of the MOSFET inverter. Each of the PWM requires a modulation index to generate the signal. These modulation indexes are stored in a register. The registers are named as PDC1, PDC2, and PDC3. These variables are very crucial in generating the PWM signals for the MOSFET drivers. Since data limit is 1023. 4.1.4 Initializing the code in C language Before performing any function in C-language, it requires an initialisation. It is important to initializing the variable of a function. Some the functions are initialized below. Init PORT () This function initialize the digital input and output port or analogue input and analogue output of the microcontroller. Init UART () It is one of pin in the microcontroller .The main function of the UART is used for bidirectional communication with PC. Since UART can able to detect the transmission speed in data transfer between the microcontroller and PC. The maximum transmission speed is around 19200.the data transfer wont exceed the limit. Init PWM ( ) The input frequency of our PWM signal is 10kHz.the time limit for the modulation index is around 0-1474.in the h-bridge converter has two legs so each leg produces a PWM signal with a maximum time limit of 0-737. Hence the Ton time of PWM signal will be in 1:1 duty ratio. Init ADC ( ) It is used to convert the analogue signals in to digital signals. In the microcontroller there are five pins reserved for the ADC inputs. During the data transmission ADC functions plays a important role in interrupting the signal. An initialisation is required for the interrupt to perform any function in C- language. Init CAPTURE ( ) The capture function is mainly used to measure the frequency and time period of the PWM wave form generated from the two legs J30 and J31 pins of the H-bridge converter InitTimer3 ( ) and InitTimer1 ( ) To set initial time in the microcontroller for the capture function and timer 1 set the starting time for the interrupt function happened in the UART communication system. Interrupts: Interrupts are occurred only during the data transfer, when the transmission speed that is the baud rate is known means the interrupts can be added to the system easily.in our project the baud rate is 19200.the main function of the interrupt is used synchronize time period of PWM with the speed loop and the current loop of the motor. In our project four different type of interrupt service routine are used. They are ISR_ADCInterput ( ) This interrupt is triggered when the ADC finishes its conversion and hence its get synchronized to the microcontroller PWM time base. From this all the application control code to be implemented in this interrupts service routine. ISR_T1Interput ( ) The various information to the PC is transferred by using the UART communication link in this interrupts service routine. All the variables that are needed to be mentioned in this routine using standard C function sprint ( ). ISR_U1RXInterput( ) Various information is transferred from the PC in to the C program. This routine concedes us to regulate the aspects of the program when it is running. ISR_IC1Interput( ) It measures the speed value from timing data that are attained in the input capture module. FIGURE 14 The connection diagram for the speed control of Dc motor is shown above CHAPTER 5 5 Results and discussion As discussed earlier the various functions of hardware components in this project, this section discusses the details regarding how the project deals with comparing and evaluating the results. Project has a series of steps; each step is assigned with different operation techniques to execute the final results. 5.1 Initial connection test between MPLAB IDE and Flexible inverted Board Initially the system needs to be interfaced using the flexible inverter board. This operation is performed by conne