Adertising Agencies

Table of Content advertize custodyt3 industry Snapshot4 Nature of the Industry5 Media7 In- demand advertize9 cultivate environment10 ad hominem char encountereristics11 Employment avenues12 e reallyday armed helper advertizement12 Regulation13 Copy castigate14 advertizing commission15 History of ad re recordation17 advertizing Process19 Typical action flow in action19 Types of advertize agencies20 The functions of an advert self-assurance23 The Benefits of Using an advert deputation23 advertize Agencys Role24 operate offered by ad spot25 Dep prowessments & Personnel28 handbill operate / note prudence28 note deviser / Director28 Account supervisory program29 Account decision come uponrs29 Creative depgraphicsment30 imposture Directors30 Copywriter31 Digital Studio34 DTP maneuverist34 Visualizer34 Media segment35 FUNCTIONS OF THE MEDIA DEPARTMENT35 Marketing Re take c atomic way out 18 section37 Creative serve Dep devicement38 Event Management a nd Promotion plane section38 Traffic Manager (system administrator)38 tuner & TV Broadcast deed Department39 Print issue Department40 Agency Personnel41 Production Team41 Storyboard artist41 pictorial de patsyer42 Advertising interns43 contrast Positions and Earnings44 Agency Compensation45Impact of technology on denote46 joint softw ar pursue by ad situation47 adobe Photoshop48 QuarkXPress48 Autodesk Maya49 Adobe Flash50 CorelDRAW51 Computer-aided practice session (CAD)52 Famous denote agencies in world53 Ogilvy & Mather India54 Overview54 Net hold55 Key quite a little56 Services offered56 Major Clients57 Indian ad legends58 Large vs. Sm whole Agencies62 Workforce for ad action63 Study / cultivation & Advancement64 Courses / Institutions66 Future68 Outlook69 Myth An sanction always helps to transmit a crossing70 Case study71 Advertising notional75 Conclusion76 Bibliography & Webliograpy77Advertising Advertising, superior gener solelyy speaking, is the promo tion of erects, function, companies and ideas, coarsely acti unmatchabled by an identify sponsor. Marketers click publicise as part of an oerall promotional strategy. an opposite(prenominal) comp angiotensin-converting enzymenessnts of the promotional mix implicate openity, in the creation eye(predicate) relations, soulfulnessal selling, and sales promotion. Advertising packs the fulfil where in a massage is roleed so as to posit ahead a crossway, a thought, an idea or even a service of mold. The judgment of advertizement has assumed a dynamic signifier with the use of the several(a) mediocres of confabulation.From the com limit, magazines, posters, neon and fluorescent signboards, billboards to the commercial-grade on TV, laser shows to inflated storied figures and objects, publicizing has come a long way. The bend is formidable as it spearheads a process intended to attract, modify, change and influences existence opinion. From the local cred it line to multi content firm and all fill to advertise. While politicians, social organizations, establishment surplus groups outcry to advertise their motto, discipline airlines, auto mobile manufactures, f ar and consumer goods manufacturers confirm to reach the consumer.Specialist mathematical products and land argon frequently denote by with(predicate) trade magazines and exhibitions. Lately broadcast-shots, handbill circulation, exceptional offers submit cause in truth popular. at that pop argon quiet oppositewisewise ways of publicize. in that respect atomic number 18 window displays, display on teleph star directories, transit sign on buses, lamp posters, banners, etc. Advertising through the electronic media has been perhaps the nearly popular medium. Advertising, as an sound medium, uses a frame of techniques to create useful advertisements. A basic appeal is at the heart of advertisement.Slogans and product characters be created to catc h the management of the viewers. close to winning advertisements would encom fall out f es directial cultivation with emotional appeal. The advertisement industry has three major(ip) sectors. Business or organization which wishes to advertise, Media which shows the medium for advert and Ad- histrionics which creates the ad to suit the compulsion of the firm. Ad agencies vary in the size and turn over. Nevertheless the process of creating an ad stay the alike. The annual expenditure on the announce has been to the tune of Rs 8000 crores and the figure could be higher.USA has projected media spending on advertize on the earn to approximately $7700 by the turn of the century. The scope for advertizement professed(prenominal)s veritablely shows an upward trend. Industry Snapshot According the Advertising Ages 2002 Agency Report, the worlds six full-sizest advertising agencies historyed for over 65 percent of $39. 28 billion fatigued on advertising world enormous i n 2001. But the advertising industry has suffered during the archetypal eld of the 2000s. The economy decline forward to and exacerbated by the terrorist attacks of September 11, 2001 has been keep up by the ongoing conflict with Iraq.As an indicator of the softened excrete for advertising serve, advertising path employment fell to just over 180,000 in December 2002, down from an second-rate employment of 194,400 in 2001 and 182,400 in 2002, representing the largest decline since 1991. Advertising agencies atomic number 18 primarily liable for two functions. The first of all is the w be of advertising materials in the form of written replicate, art, graphics, audio, and video. The second is the strategical system of the finished notional product in respective(a) media outlets, much(prenominal) as periodicals, newspapers, receiving set, and telecasting.Advertising agencies sack be install throughout the get in concert States, with the capaciousest percentag e located in large cities. Many sop up headquarters in New York and field offices in Chicago, Los Angeles, San Francisco, Atlanta, Detroit, and different major beas of commerce in order to be close to thickenings. Although the big agencies argon to a greater extent frequently mentioned in the media and in trade universeations, the industry is in truth predominately comprised of smaller agencies, many an different(prenominal) with only one or two principals. Industry b administerrs credit reduce overhead, diversified work, giveingness to accommodate change, and an entrepreneurial attitude for the achievement of smaller, boutique agencies. As many leaf nodes take over begun to way on a variety of forms of commercialiseing communications, advertising agencies put one over had to look beyond stately media-establish advertising. Advertising computes theorize this bring up, with additional dollars being earmarked for point-of-sale promotions, familiar relations, and a major entry into the media mixthe Internet.Changing demographics and a savvy American consumer were the driving forces behind these alternative forms of merchandising communications. to a greater extent than or less industry leadership seduce projected that advertising agencies bequeath need to augment their special line of work and change their longstanding compensation system ground on commissions. Realizing the need for integrated market services, many agencies flip responded by oblation public relations, direct mail, promotional, and Internet services. Nature of the IndustryFirms in the advertising and public relations services industry prepargon advertisements for other companies and organizations and forge causal chests to promote the amuses and image of their leaf nodes. This industry in like manner embroils media representativesfirms that sell advertising musculus quadriceps femoris for publications, radio, television, and the Internet display admans li ne of productses engaged in creating and invention public display ads for use in shopping malls, on billboards, or in similar media and direct mail admans.A firm that procures advertising sequence (or distance) from media outlets, in that respectafter reselling it to advertising agencies or individual companies directly, is considered a media bribeing agency. Divisions of companies that lay down and place their own advertising be not considered part of this industry. Most advertising firms specialize in a particular market niche. Some companies arise and solicit outdoor advertising, such(prenominal) as billboards and electric displays. Others place ads in buses, subways, taxis, airports, and bus preconditioninals.A small number of firms produce supernal advertising, firearm others distri more thanovere circulars, handbills, and free samples. Groups within agencies take hold been created to serve their clients electronic advertising needs on the Internet. Online adve rtisements link users to a play alongs or products Web site, where in formattingion such as new product announcements, contests, and product catalogs appears, and from which purchases whitethorn be made. Some firms be not involved in the creation of ads at all instead, they sell advertising cartridge clip or berth on radio and television stations or in publications.Because these firms do not produce advertising, their staffs be virtuallyly sales workers. Companies often look to advertising as a way of boosting sales by increasing the publics pic to a product or service. Most companies do not have the staff with the necessary skills or love to create utile advertisements further more(prenominal), many advertising campaigns are temporary, so employers would have difficulty maintaining their own advertising staff.Instead, companies commonly solicit bids from ad agencies to initiate advertising for them. Next, ad agencies offering their services to the company often make exhibits. afterward winning an fib, various sections within an agencysuch as imaginative, drudgery, media, and querywork together to meet the clients goal of increasing sales. Widesp train public relations services firms can influence how transmission linees, governments, and institutions make decisions. lots functional behind the scenes, these firms have a variety of functions.In general, firms in public relations services advise and implement public exposure strategies. Firms in public relations services offer one or more resources that clients cannot hand over themselves. Usually this resource is expertise in the form of k todayledge, experience, special skills, or creativity but just about successions the resource is time or strength that the client cannot spare. Clients of public relations firms take on all types of businesses, institutions, trades, and public interest groups, and even high-profile individuals.Clients are large and small for-profit firms in the se miprivate sector State, local, or Federal establishments hospitals, universities, unions, and trade groups and foreign governments or businesses. In an movement to attract and maintain clients, advertising and public relations services agencies are diversifying their services, offering advertising as well as public relations, sales, merchandising, and interactive media services. Advertising and public relations service firms have found that highly imaginative work is particularly suitable for their services, resulting in a better product and increasing their clients profit aptitude.Media Commercial advertising media can include wall paintings, billboards , street furniture components, instilled flyers, radio, cinema and television ads, weather vane banners, web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, medicational play shows, subway platforms and trains, elastic bands on disposable diapers, sticke rs on apples in supermarkets, the initiation section of streaming audio and video, and the backs of event tickets and supermarket receipts.Any place an identified sponsor pays to de embodyr their mental object through a medium is advertising. unrevealed advertising embedded in other entertainment media is know as product placement. A more recent version of this is advertising in movie, by having a main character use an item or other of a definite brand an example is in the cinema Minority Report, where Tom Cruises character Tom Anderton owns a computer with the Nokia logotype clearly written in the top corner, or his watch engrave with the Bulgari logo.The TV commercial is generally considered the almost good mass-market advertising format and this is reflected by the high prices TV net full treatment charge for commercial airtime during popular TV events. Virtual advertisements may be inserted into regular television political programming through computer graphics. It is typically inserted into otherwise blank backdrops or use to step in local billboards that are not relevant to the remote broadcast auditory modality. much controversially, virtual billboards may be inserted into the range where none existing in real-life.Virtual product placement is also possible. Increasingly, other mediums such as those discussed below are overtaking television due to a shift towards consumers usage of the Internet. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the relevance of the surrounding web content and the traffic that the website receives. E-mail advertising is other recent phenomenon. Unsolicited bulk E-mail advertising is known as spam. Profile of major advertising mediums MEDIUM ADVANTAGES LIMITATIONS Newspapers tract great power patness good local market shroudage Short life deplorable reproduction fibre small broad acceptance high believability. pass along sense of hea ring. Television Combines sight, sound and motion appealing to the High impregnable cost, high clutter, travel rapidly senses high attention high reach. exposure, less audience selectivity Direct mail Audience selectivity, flexibility, no ad argument relatively high cost, junk mail image. within the uniform medium, personalization. Radio portion use, high geographical and demographic Audio presentation only lower attention than selectivity low cost. television non standardized rate structure fleeting exposure. Magazines High geographical and demographic selectivity Long ad purchase lead time some waste credibility and prestige high quality reproduction, circulation no guarantee of put down. long life good pass-along readership. Outdoor Flexibility high repeat exposure low cost low exceptional audience selectivity creative competition. limitation. Brouchers Flexibility to the full control can hit the ceiling message. Overproduction could lead to run aw ay costs. In-film advertising In-film advertising used to mean a couple of product billboards placed behind the heros car, manger Taal came along. Thats the film that put Coke and product placements firmly in the plot. In-film advertising has only ga in that locationd more fans since. Its not just the colas, brands like numbfish Honda, Bru, and Fair & Lovely have got into the act. It has become a well-thought out and au thereforetic part of a brands marketing plan, and as the film industry gets more corporatised, its likely to get more popular.This seasons got a blockbuster hitting the screen, with all the attendant song, dance and scandal. Kaante stars Amitabh Bachchan, Sanjay Dutt, Sunil Shetty, Kumar Gaurav, Lucky Ali and Mahesh Manjrekar and Thums Up. Cokes paid Sanjay Gupta, the films producer, to feature the cola in some scenes rumours put the figure at Rs 4 crore, but Coca-Cola, as well as the producer, say it isnt so and its also airing promos for the film that inco rporate the Thums Up brand. king of beasts Entertainment, the film marketing share of Leo Burnett, is working with White Feather Productions in their marketing efforts.Work Environment Ad agencies are based within office settings. Accounts Executives, Account Planers, Media Executives, Art Directors and Copywriters spend most of their working time in agency office. Account Executives have to travel extensively, visiting clients and suppliers. While other staff, travel once in a tour to attend meetings with clients, or visit locations during film production. Ad agencies are very busy places and often work is on till late hours. In 2004, workers in the industry averaged 33. 8 hours per week, a little higher than the national average of 33. . Most employees in advertising and public relations services work in comfortable offices operating in a teamwork environment however, long hours, including evenings and weekends, are common. There are fewer opportunities for part-time work than in many other industries in 2004, 14 percent of advertising and public relations employees worked part time, compared with 16 percent of all workers. Work in advertising and public relations is fast-paced and exciting, but it also can be songful. Being creative on a soaked schedule can be emotionally draining.Some workers, such as lobbyists, consultants, and public relations writers, frequently moldiness meet deadlines and consequently may work long hours at times. Workers, whose services are billed hourly, such as advertising consultants and public relations specialists, are often low pressure to manage their time calculatedl. In addition, frequent meetings with clients and media representatives may involve substantial travel. Most firms encourage employees to attend employer-paid time-management classes, which help reduce the stress sometimes associated with working under rigorous time constraints.Also, with todays hectic life ardour, many firms in this industry offer or prov ide health facilities or clubs to help employees maintain good health. Personal characteristics the great unwashed in the accounts or client servicing i. e. , the Account Executives, Director and aeroplane need to be adept at negotiating. The ability to communicate considerably is vital. They face the challenge of competing in the market with other agencies whence need to have drive determination and tremendous physical and mental stamina. sensitivity to consumer behavior, trends and human disposition are important for success in advertising.They should be able to assimilate the clients requirements and in a crystalline style prepare briefs for other departments. The ability to get the work executed by all departments is specially needed. The creative spate need a good visual ability, languageartistic skill. Copywriter requires literary ability but an interest in commercial success which comes from go steadying what motives the target audience is important. Writers moldiness be able to work, to a severe brief, within restricted space and in confine time.Advertising must follow legal requirements and rules hence considerable creative self-discipline is needed. A jot for treatments, economy of style and imagination is needed. The copywriter works with the art director, and the creative director. The work can be very frustrating particularly when an idea is rejected by the art director and amendments made by the creative director and the client. This can often restrict the imaginative capacity of the copywriter. The openness to stand criticism is abruptly essential. Media Executives, contrivers and Executive directors with others in an integrated team.They should be able to interplant a great recognize of nurture. Media buyers spend most of their time negotiating over the telephone to buy space or time. Attention to detail is needed for keeping to the budget allocated. Employment avenues The business of advertising has been growing in proportion t o the national economy. Greater competition between domestic and multinational firms has spurred marketing and advertising efforts. Competition for these jobs is growing. Creative college graduates with communication skills pass on get the topper jobs.Job opportunities are in advertising agencies, commercial radio and public, Multinational firms, advertising/PR department of organisations/business/government. Advertising agencies have the highest profile in a much larger advertising industry, composed of various media, advertisers, printers, photographers, typesetters, and others that act as suppliers to the industry. Accordingly, agencies attract most of the people who extremity to get into advertising. generally speaking, an agency is not the place to start an advertising career until the prognosis has acquired two sorts of knowledge not available in most academician institutions.First, an extremely good working knowledge of how a wide variety of businesses work is necessary , for agencies serve so many kinds of clients. Second, one must obtain good interpersonal business skills to be successful in the agency industry, and these skills are usually developed only in on-the-job experiences. Public service advertising The same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public slightly non-commercial issues, such as AIDS, political ideology, energy conservation, religious recruitment, and deforestation.The Government of India has for a long time relied considerably on the endowments of the Advertising Agency and the Advertising Agencies experience of India for social causes. Family Planning is the most successful campaign for a social cause by any advertising agency. Advertising, in its non-commercial guise, is a powerful educational in any casel capable of reaching and actuate large audiences. Regulation There have been increasing efforts to protect the public interest by regu larisation the content and the reach of advertising.Some examples are the ban on television tobacco advertising imposed in many countries. The general aim of such codes is to ensure that any advertising is legal, decent, honest and truthful. Some self-regulatory organizations are funded by the industry, but remain independent, with the innovation of upholding the standards or codes. In India there is Advertising Agencys Association of India (AAAI) that supervises the affairs of the industry. There is a body called Advertising Standards Council of India (ASCI), which looks at issues pertaining to linguistic rule of advertising.The advertising of controversial products such as cigarettes and condoms is subject to government order in many countries. For instance, the tobacco industry is required by fairness in India and Pakistan to display statutory warnings cautioning consumers near the health hazards of their products. Some electric potence ETHICAL ISSUES often come under scrut iny form moralistic or ethical perspective and border on being correct are mentioned here. The idea is to be more aware and sensitive to them spirit at advertising. Untruthful and misleading claims made in the ads. Misrepresentation of facts or situations in the give away of creative license. Obscenity and misuse of sex advertising. Advertising inducing children Advertising of products that are commonly assumed to have pestiferous effects like alcohol, cigarette, drugs, weapons, etc. Surrogate advertising with hinted or inscrutable message. Media issues like use of billboards and other outdoor advertising (for traffic & gumshoe reasons) Copyright, trademark and issues of making unfair hawkish claims. Civil rights or rights of hiding or citizens CopyrightCopyright is a set of sole(a) rights regulating the use of a particular expression of an idea or information. At its most general, it is literally the right to copy an original creation. In most cases, these rights are of limited duration. Copyright may subsist in a wide range of creative, intellectual, or artistic forms or works. These include poems, plays, and other literary works, movies, choreographic works, musical compositions, audio recordings, paintings, drawings, sculptures, photographs, software, radio and television broadcasts of live and other performances, and, in some jurisdictions, industrial designs.Copyright law covers only the particular form or manner in which ideas or information have been manifested, the form of material expression. It is not designed or intended to cover the actual idea, concepts, facts, styles, or techniques which may be embodied in or represented by the copyright work. several(prenominal) exclusive rights typically attach to the holder of a copyright to produce copies or reproductions of the work and to sell those copies (including, typically, electronic copies) to import or export the work to create derivative works (works that adapt the original w ork) to perform or display the work publicly to sell or set up these rights to others Ad agency is supposed to follow the rules and regulations of copyright laws while creative ads for any product they must see that the concepts are not fully copied from somewhere else. Advertising Agency Getting the trounce out of advertising is a highly skilled job. It requires the inputs of experts in many opposite field like writers, artists, photographers, designers, television production crews and many others.Even the biggest advertisers cannot afford to employ all these experts. Almost all advertising is therefore arranged through an advertising agency which provides the necessary skill to turn the message into a memorable and effective advertisement. Advertising has not only come to reflect pop culture but has also become an important factor of sparing growth. Today, every person connected with the Indian economy or public should be fully aware what advertising really is and wherefor e effective advertising campaigns can be performed by full-service advertising agencies.Advertising agency is one of the most important components of advertising industry. It has played a significant role in the development of modern advertising. The advertising agency has evolved to provide the specialized knowledge, skills and experience needed to produce effective advertising campaigns. It provides a quality range of service greater than any case-by-case advertiser could afford or would need to employ. An advertising agency is a firm that specializes in the creation, design and placement of advertisements, and in the proviso and instruction execution of promotional campaigns for products and services of their clients.The Association of Advertising Agencies of America (AAAA) defines advertising agency as An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their g oods and services. The glamour, the unlimited expense accounts, and the exhilarating lifestyle all these popular portraits of life in the big-time advertising agency are misleading. Advertising is demanding, challenging, hard work.It is also provoke and conform toing. Advertising requires a mix of personal abilities, considerable business skills, and an ability to work under pressure to meet deadlines. Compared to larger industries, there are never many entry-level positions open in advertising agencies (dozens rather than hundreds). And competition is stiff. The industry, however, is constantly on the look out for skilled, bright, articulate, creative and personable men and women with a well-rounded education and a good business sense.An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside poin t of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies.Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign. History of ad agency 1. Period of early growth 1841 1865. The first advertising agency on record in the US was Olney B. Palmer. In 1841, Palmer organized a newspaper advertising and subscription agency. By 1849 he had established offices in the cities of New York, Boston, Baltimore and Philadelphia. At this early fate, there were no directions of newspapers and no published rates for space to be interchange to advertisers. Palmer acted as an informatory cistron in these matters to potential advertisers.In essence, he served as a salesman of space for publishing firms and they in turn, gave him a commission of 25% of such sales. The publishers found these methods of selling more effective than trying to sell direct and advertisers, regard to reach more than one territory found evaluate in such service. Completion increased, and the usual price cutting occurred. Success seemed to depend upon ones ability to bargain with the publisher and advertiser. The natural result of this policy was a general reduction in profits to the agency this led to a search for new competitive tools which would return a profit. 2. Wholesaling Period 1865 1880George P. Rowell, who opened an agency in 1865, supplied the new competitive tool. Rowell contracted with 100 newspapers to sell him a column of space each week for a year. Throughout the wholesaling period, the agent continued as a seller of space for publishers. This took on different forms, one of which was the exclusive right to sell space in true publishers. Thus, one agency developed a controlled list of relig ious papers, other a List of Thirsty household magazines. Any advertiser wishing to buy space in the controlled publications was forced to buy through the exclusive wholesaler for that paper. . Semi Service Period 1880 1917 The wholesaling phase of agency work was checked when publishers began to establish their own sales departments for selling space. Some of these departments sold direct to the advertiser, others to the general advertising agency. Thus, the agency was forced to turn its attention somewhat away from the particular function of selling space for publisher and toward the function of buying space for the advertiser. Early in the semi service period agencies offered to write the copy for the advertiser, thus giving added weight to their claim of being servants of the advertiser.This concept of service was slow to develop but in the early part of the 20th century, agencies began to emphasize strongly this free service. unrivalled agency in 1905 advertised that it paid $28,000 a year for a copywriter. These methods increased the agency business and forced most space sales to be made through them. 4. Service Period 1917 Present By 1917 the idea of service had grown until not only was copywriting done for the advertiser but many other things as well. During the service period, many agencies have grown to the position of advertising and marketing counselors for advertiser.The service elements has modified the position of agencies to such a degree that radio and television, network and magazine publishers have come to depend upon them as the primary channel through which time and space are sold. Publishers claim to have had an important part in encouragements of agencies to provide extra service to the advertiser. By providing advertisers with the kind of assistance that will improve the effectiveness of advertising, more time and space naturally will be sold. Advertising ProcessWhen preparing your search proposal, you should take into account that the booster cable time needed to place an ad can vary anywhere from days to months depending on the publication. You should plan to have your ad approved and an evaluate of the cost done at least one month prior to the date when you want the ad to be published. The advertising process for professional staff and faculty positions involves five basic steps 1. Writing an Ad 2. Getting Approval for the Text of the Ad 3. Estimating the Cost of the Ad 4. Placing Ads & bankers bill Announcements 5. Paying for Ads Typical work flow in agency storey WORK PERFORMED AT STAGE Briefing Stage Briefing from the client immanent briefing to the creative and media Any research briefing if required Creation Stage Ad campaign and media plan development Internal review and finalization Presentation to client and approvals Any pre-testing if required Production Stage Budget and estimate approvals Production of ilm, press ads, collaterals Media Scheduling and media reserve All release approvals for creative & media Post Production Stage poppycock dispatch to media Media release observe Any post-testing if required Billing and battle array Types of advertising agencies Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Interpublic Group of Companies and Havas. Some agencies specialize in particular types of advertising, such as print ads or television commercials.Other agencies, especially larger ones, produce work for many types of media. Lately, Search engine Marketing (SEM) and Search Engine optimisation (SEO) firms have been classified by some as agencies due to the fact that they are creating media and implementing media purchases of school text based (or image based in some instances of search marketing) ads. This relatively youthful industry has been slow to adopt the term agency however with the creation of ads (either text or ima ge) and media purchases they do qualify technically as an advertising agency as well as recent studies suggest that both SEO and SEM are set to outpace magazine spending in the next 3-5 years.Not all advertising is created by agencies. Companies that create and plan their own advertising are said to do their work in house. Today selection of ad-agency is very difficult. The advertiser should make list of all possible agencies that can serve his purpose and the agency best qualified to provide required and effective services are selected. Some advertiser may select more than one advertising agency to handle effectively the various product lines. Following are major types of advertising agencies that are currently serving the advertising industry. Full Service Agencies A full service ad agency is one that provides a range of marketing services.A full services agency provides services that are directly related to advertising such as copywriting, artwork, production of ads, media planni ng etc. It also provides such services in respect of pricing, distribution, packaging, product design etc. modular agencies A modular agency is a full service agency that sells its services on a piece meal basis. Thus an advertiser may commission an agencys creative department to develop an ad campaign while obtaining other agency services elsewhere. Or, an advertiser may hire an agencies media department to plan and execute a program for advertising that other agency has developed. Fees are charged for actual work vouchn. In House agenciesThose companies, which prefer to have closer control over advertising, have their own in-house agency. This type is owned completely by the advertiser. It performs most all functions that an outside advertising agency would perform and thats why some people refer to it as full-service advertising department of the advertiser. However, the disparity between an in-house agency and an advertising department is that the in-house agency can underta ke to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of its owner and not of outside clients. secondly an advertising department may not be equipped the personnel and facilities, which an in-house agency would posses.In-house agency not only provides control over advertising schedule and costs, but also offers convenience for its owner, because it is just available in the same twist as that of the head office of advertiser. Such in-house agency also benefits the owner as it can bring revenue through agency commission that are offered by the media and by way of fees that are collected from outside parties for undertaking their advertising work. Such revenue increases the notes and profits of the company. There is another version of in-house agency whereby advertiser handles the positive agency functions by buying service unit to buy time, space and place the ads.Such an In-house agency is an administrative center (u nder the direction of an advertising director) that gathers and directs varying outside for its operation. Creative Boutiques These are shop agencies that provides only creative functions and not full-service. The specialized creative functions include copy writing, artwork and production of ads, they charge a fee or percentage of full service agencies, and as such most of them convert into a full service agency or blend in with other agencies to provide a wide range of services. Mega agencies A significant of 1980s is the development of mega agency. Agencies worldwide merge with each other serve their clients in much better way.It was in 1986, Saachi & Saachi, a London based agency who started the movement and at present it is the third largest agency network in the world. The Specialists Agency There are some agencies who undertake advertising work only in certain areas. there are agencies that specialize only in financial services or only in publicity or only in point-of-purchas e material etc. for instance Soubhagya advertising agency concentrate on specialized in financial advertising. The functions of an advertising agency To accelerate economic growth and create public awareness To provide a total, professional, go through service which is very personal in its nature To take the advertisers message and convert it into an effective and memorable communicationThe Benefits of Using an Advertising Agency Added Expertise Media Knowledge and Unbiased Advice Easier Administration Media Buying Quality surmount Information Fending off the media And when things go wrong Cost Saving clip Saving Advertising Agencys Role Suppose you are a company with a product. It may be a totally new product. As a company with a product or service to sell, designing and making that item is only part of the battle. People are not going to beat a path to your door. You have to seek a channel of communication. Ad agency need to consider, for example For whom is the p roduct or service designed? Who would use it? Who is the target group? Whats special slightly the product? In what way is it distinct? Unique? Different? Whats its position in relation to other similar products? What do you want to deport to the public about your product? How should your company contact the public? What medium should it use? Radio? TV? Newspapers? Magazines? Billboards? Bus/subway ads? Direct mail? etc. How extensive a region should your company try to cover? How often? Communication and marketing decisions involve specialized expertise. Many companies that design and produce products or offer services lack these specific capabilities. This is where advertising agencies fit in.Advertising agencies exist to help companies to communicate with the public, Market the companys product. pic The process of advertising involves considerable specialized knowledge and expertise about people their interests, preferences, needs, wants, lifestyles, expectations abou t media their reach, their effectiveness, their specific appeal about the company and its product and about competing companies and their products Services offered by ad agency Total Advertising Services Strategic planning, creative development and media services for advertising, particularly in television, newspapers, magazines and radio providing the best creative designed to capture the imagination of consumers Marketing ServicesProvision of a number of advertising related services, including sales promotion, market research, PR and event marketing. e-Solution Services e- resultant role services, including system integration services, e-business consulting and customer relationship management (CRM), Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and e-promotions using the Internet and mobile. Content Business Sales of sponsorship, broadcasting and other rights, and the production and marketing of such media / content as sporting events, films, TV programs, animated content, music and other forms of entertainment. unified Media Services Bringing value to both clients and media-related companies by offering a wide range of media solution services Sales PromotionProviding comprehensive sales promotion planning designed to complement mass media and other activities Event Marketing Assisting clients by providing dynamic vehicles for their messages in the form of on-the-spot interactive communications Integrated Branding Services Assuring clients the highest quality of branding services for their communication needs Organization Structure The activities within an advertising agency are typically divided into 4 broad groups account management, the creative department, media buying, and research. These divisions are usually physically separated, although all four areas work closely together to produce an advertising campaign in its entirety.Account managers usually have daily interaction with a counterpart at the clients office and set up t he activities of the other departments according to the clients wishes. The creative department designs original themes or concepts for ads, while the media department places finished ads within the media in which they will receive the most exposure to a target audience. The research department provides data about consumers to help the agency and the client make informed advertising decisions. late added to advertising agencies roster of services are public relations, direct marketing, and promotional services. Other activities that used to be completed by outside vendors, such as photography and high-tech print work, have been brought in-house in many agencies. ORGANIZATION CHART pic picDepartments & Personnel Account Services / Account Management The other major department in ad agencies is account services or account management. Account service employees work directly with clients and potential clients, soliciting business for the ad agency and determining what clients need and want the agency to do for them. They are also charged with understanding the clients business situation and representing those needs within the agency, so that ads can be brought to bear on the correct problem. Account planner / Director The Account Planner is the main planning executive who works in alliance with the client on long-term account planning.He knows what is happening in the market place, the attitude of the consumer towards the clients as well as the competitors brands. Account Planner Deals with senior members of the client organization. He is responsible for agency performance as a whole with limited involvement in routine agency projects. The Account Director is responsible for forward, long-term planning, deployment of agency personnel and overall account profitability. The account planner was originally employed to represent the consumer in the advertising i. e. , find the best way to pitch the clients products to people by better understanding them, what they wan t and how to talk to them. Plannings role has expanded considerably since it was originally introduced.Planners are now also brand strategists and, to a certain extent, media strategists using consumer insights to understand where and how people are most receptive to certain messages. In many agencies, there is a dedicated media department and there are also some large and small agencies that exclusively handle media strategy and media buying. Account Supervisor A middle management position he or she manages the account within a medium term perspective. This includes strategic planning, market analytic thinking, competitive activity analysis, as well as recognizing and capitalizing on business building opportunities. Account executives Account executives represent their ad agency to their clients.They understand sales and advertising problems of the client and address the clients need to the advertising approach. In advertising The account is the client. The business of each clien t with the agency is referred to as an account. An ad agency handles assignments of a number of clients. A clients business is assigned to a team of people from the ad agency with the Account Executive at the head of team. An account executive may be handling the business of number of non-competing clients at the same time. The Account Executive supervises his team of people drawn from all departments while planning, scheduling and executing the assignment. Before a campaign is launched research on the clients business methods, the product to be advertised is made.With this background information there is a meeting of the creative media and marketing division along with members of the clients team. The objective of this meeting is to define the nature and use of the product, and the target users as well as other competing brands. After all the information is assigned the agency team prepares a draft copy brief with recommendations. These are presented to the client by the Account E xecutive. The brief and budget are discussed and after finalization of work. The Account Executive motivates guides and coordinates the activities so that deadlines are met and the clients expectations become a reality. He spends lot of time keeping the client updated on the progress. The Agencys Director too has to be kept informed. This is done directly in smaller firms but in larger firms there may be an Account Planner or Director. The chief role of account executive is to extract the best possible work from the other departments of the agency. They are in daily tally with clients. Creative department The creative department is the people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis.The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word write in their job title, and art directors have the word art, one does not necessarily write the words and the other draw the pictures they both generate creative ideas to represent the proposition (the advertisement or campaigns key message). Creatives frequently work with outside design or production studios to develop and implement their ideas. Creative department consist of two key personnel i. e. art director and copywriters. These positions and ad agency is explained below. Art DirectorsArt Directors in Advertising arent necessarily the head of an Art Department although the title may suggest it. They typically work in teams with a copywriter. Together the team works on a concept and design for commercials, print advertisements, and any other advertising medium. The art director is generally responsible for the visual look and feel of the creative product as well as the concept. The Art Director ensures that th e end product has the same look and feel as the original concept. The copywriter has eventual(prenominal) accountability for the products communicative and textual content, and both are responsible for coming up with big, effective and persuasive ideas.Depending on the competencies of each, they may share tasks that are traditionally designated for one or the other, for instance, an art director may suggest certain phrase and a copywriter may suggest a certain aesthetic for a project. Art directors may also oversee a team of minor(postnominal) designers, image developers and production artists. In a smaller organization the art director may fill these roles as well. In a larger organization, art directors may oversee other art directors in a senior/junior art director relationship. Copywriter A copywriter is a person who writes text, or copy, for clients. Most copywriters work in advertising or marketing, producing copy thats intended to persuade a reader to buy a product or se rvice or otherwise take action.Copywriting involves providing words, which are read or heard in advertisements. This may include slogans or jingles or detailed text for catalogues, brochures, leaflets and journals. Copywriting also takes the form of script for television and film commercial advertisement. Copywriters can contribute words and ideas to print ads, catalogs, billboards, commercials, brochures, post separate, online sites, e-mail, letters and other advertising media. Ultimately, the kinds of ads and media a copywriter will work in depend on his or her own inclination and what clients ask for. A copywriter often works as part of an advertising team. Agencies and advertising departments partner copywriters with art directors.The copywriter has ultimate responsibility for their ads verbal and textual content, the art director has ultimate responsibility for the visual look and appeal, and both are responsible for coming up with big, effective, persuasive ideas. Copywriter a nd visual art work go hand in hand and this is the work which goes on in the agencys creative department. Briefs from the Account Executive outlining the target group for the advertisement and information about the product, followed by discussions with the account planner, along with research material, and perhaps a meeting with client put the creative department to work. The essential skill of the Copywriter lies in interpret and understanding the mind and needs of the target audience and the characteristics of the product. They must identify what it is that would make people want or need the product being promoted.The Art Director and the Copywriter together and so work on an idea that should catch the attention of the public and put the selling point of the product crosswise many ads are discarded, reincarnated and created. The final product is a team effort of the Copywriter and Art director with each other having suggested alterations to the other. The more successful creatio ns are then shown to the creative director who in turn may suggest further modifications. Final drawings are then produced and shown to the client. erstwhile the client accepts the concept and layout is modified and the details filled in. The design and copy is sent to the production team for typesetting, photographs and drawings for printed advertisements or filming for television commercials.Giants in the copywriting field include David Ogilvy, William Bernbach, Robert W. Bly and Leo Burnett. Many creative artists spent some of their career as copywriters before becoming famous for other things, including Dorothy L. Sayers, Joseph Heller, Terry Gilliam, Salman Rushdie, and Don DeLillo. Creative Department people need quest attributes for this back-breaking job. A good psychologist. Willing and able to set high standards. An businesslike administrator & Research minded Capable of strategic thinking pose and all that. Equally good at package goods and other kinds of accou nts sound versed in graphics and photography A hard worker and fast Slow to quarrel Prepared to share credit for good work, and accept blame for bad work A good conferrer & good recruiter Creative Process Policy pic Digital Studio Often called the DTP section, this set of people work on the final artworks that are sent to the various publications for release. DTP Artist DTP Artist is Desk Top Publishing worker, a special name used in Advertising agencies, Publisher, Color separation, Printing and other related industries. A DTP Artist usually skilled in treble computer design applications, such as QuarkXPress, Adobe Photoshop, Adobe Illustrator, CorelDraw, Adobe InDesign CS, and others. DTP Artist is formerly known as FA Artist (FA Finishing Artwork), the name changed due to the digital revolution.DTP Artist is a common name used in India, Malaysia, Singapore and other countries. In America, advertising DTP associate is the term frequently used to describe graphic artists work ing for in-house art departments. American advertising agencies separate the role of graphic artists between art directors and production artists. Visualizer Visualizer is a position designed by Advertising agencies to assist Art directors, in producing quick & good quality artworks, for presentation (to please the clients). The profit of a Visualizer is very low, usually an average salary of a Visualizer is less than half, or sometimes quarter, of the salary of an Art Director.Visualizer is a special name used in advertising agencies in non-native English speaking countries, Malaysia, Singapore and others. Media Department coat and scale of the advertising is not important. Whats in the mind is important. The big bucks are not being spent on production, they are being spent on broadcasting. The Media Department of an advertising agency is responsible for the planning and placement of advertising time and space. It is a function that in recent years has undergone considerable chang e. The proliferation of media forms and the escalating cost of media time have brought a new focus to the Agency Media Department. Media ExecutivesThe main task of the media executives is to place the advertisements where they will be seen by the right target audience keeping the budget in the mind. then this job requires planning, research and buying space in the press or time for commercial radio and television. In large agencies this task may be allocated to two or three different specialist. There may be a media planners and media buyers. In small agencies the task may be handled by the same person. FUNCTIONS OF THE MEDIA DEPARTMENT Media Planning The Media Department is responsible for the conceptualization and the actual presentation of the media plan. This department recommends media and media vehicles that in the agencys opinion best fulfill the clients marketing and advertising objectives.The recommendations are based on a careful assessment of the clients strategic requi rements and the subsequent matching against these of the various available media forms. In the process there is great reliance on research and the known strengths and weaknesses of various media. Computer analysis is frequently used to sift through and compare all the media audience data that is available. The final media plan will present a carefully thought out recommendation that delivers the right target group, at the right time, in the right place, with the right number of messages. Media planners have access to up-to-date information about each advertising medium.This includes the relationship and circulation figures for news papers and magazines, viewing figures for different times of the day, listening audience figure for commercial radio stations etc. They are also aware of the various locations for hoarding and billboards. They are a colossal array of choice. There are thousands of brands to advertise the work is challenging. It is though the selection of the right media that a good media department can save large advertisers money as well as give credibility. Media Buying Once a media plan has been approved by a client, it must then be purchased. The procedures for this vary according to the medium under consideration. In print media, for example, most purchases are made on the basis of rate cards issued by various newspapers or magazines.In broadcast, however, duologue is involved. The objective of this negotiation is quite simple to achieve maximum media efficiencies in obtaining the most for the least, or, in other words, the most audience for the least amount of money. Media buyers buy advertising time/space for the agencys client. The work closely with the media carpenters plane if the two functions are carried out separately. Television and newspaper advertising are expensive. The media buyers expertise is in the negotiating the best possible deal for the client. The commercial breaks with the most viewers are the most expensive and so als o the newspapers and magazines with the Media EstimatingEvery single purchase made by the Media emptor must be recorded in advance of the actual political campaign of the advertisement. This is to enable the agency to bill the client for monies spent on their behalf and to check the invoices submitted by the media. This document is called an estimate. Marketing Research Department Marketing research is three things 1. The identification of information needs (i. e. defining the problem) 2. The systematic gathering, recording, analyzing and interpreting of data about problems relating to the marketing of goods and services (i. e. providing a solution to the problem) 3. The analysis and evaluation of action taken on the basis of information (i. e. monitoring and modifying the initial solution).The single most important reason then for doing marketing research is to guide the marketer in the analysis, planning, implementation and control of marketing and communications programs to sat isfy both customer needs and organizational goals. It does this by providing decision-makers with information necessary to choose between alternative courses of action. While marketing research information can never eliminate all luck from decision making, good research can and should substantially reduce the betting odds of failure. In short, the essence of marketing research is problem-solving. Creative Services Department The creative services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media.For example, they will be able to advise upon and act with printers if an agency is producing flyers for a client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can. In small agencies, employees may do both creative and account service work. Larger agencies attract people who specialize in one or the other, and indeed include a number of people in specialized positions production work, Internet advertising, or research, for example.Event Management and Promotion department These are marketing support services which coordinate with external suppliers and use internal resources to implement the clients plans. The work here is coordination, with specific responsibilities being more specialized. Event management, an industry that is just taking off in India, plans, organizes and executes live events, which could include a brand/product launch, an exhibition, a concert or even a conference. Traffic Manager (system administrator) An often forgotten, but still important, department within an advertising agency is traffic. Typically headed by a traffic manager, this department is responsible for a number of things.First and first off is increasing agency efficiency and profitabil ity through the reduction of chimerical job starts, inappropriate job initiation, incomplete information sharing, over- and under-cost estimation, and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of ten or more employees. Radio & TV Broadcast Production Department The Broadcast Production department is responsible for making television and radio commercials to be aired across the country. Each project is different and the job demands both creative and administrative ability.The most successful people in Broadcast Production have strong aptitudes in both creative and administrative areas. This performer that they should be active in creative spheres. They must also have a very high organizational ability as there are a myriad of details to attend to in any production. There are two basic classifications of jobs in Broadcast Production maker Production Co-ordinator and/or Traffic Co-ordinator The production teams main function is to purchase the services of the correct film or record Production social club and to administer and produce the TV commercial production on behalf of the advertising agency and the client. The manufacturing businessThe Producer is responsible for supervising all aspects of a TV commercial production, from the selection of the production company through budgeting, scheduling, casting, locations, sets, music creation, production meetings, filming, editing, sound mixing, to the final approval of the finished commercial. This means that the Producer must be completely familiar with all aspects of the film and videotape process, including animation, live action, and stop motion. Production Co-ordinator The function of the Production Co-ordinator is to work with one or more Producers, providing administrative and creative support in su ch fields as budgeting, scheduling, producing production books, and auditioning talent. A Co-ordinator very often will handle revisions and adaptations of TV commercials with the production company.They may also have experience in Broadcast Traffic learning other rules on talent or how to traffic a complex television schedule. Print Production Department Print Production, more than any other agency department, relies on graphic art technology to help give birth to an ad. If there are to be no complications in the ads delivery to the printed page, then strict technical rules must be followed. Of course, rules were made for valid reasons. An ad must obey that magazines exact size and film requirements. To defy those specifications, even slightly, would make it incorrect and therefore not publishable. What Print Production People Do? Print production people Meet deadlines.Publications insist on strict deadlines and its crucial that production pay strict heed to them. Use sophisticat ed technology. To ensure that those deadlines are met, the Production Manager must possess a solid working know- ledge of the latest graphic art technology. As technology changes it is now imperative to be computer literate and understand their function. Co-ordinate and manage. The Print Production departments job is to ensure that print advertising is reproduced correctly whether in colour or in black and white. This means exact attention to detail and it is up to the Production Manager to provide the specifications to suppliers. Skills and training.What are the skills necessary to make it in Production? Technical art expertise and a willingness to keep abreast of new developments an aesthetic feeling for some of the craftsmanship involved in the graphic arts accounting system and math skills and a sharp eye for detail. Computer literacy and an understanding of systems is another necessary skill. Production skills arent something that can be bought, nor are they something that c an be learned overnight. It t

Red Scarf Girl Essay

chromatic Scarf Girl seek The Cultural diversity was a time of much cloudiness in china. The memoir Red Scarf Girl by Ji-li Jiang illustrates the funny farm of that time. Ji-lis experiences during this time period led to her point of view changing. Ji-li starts the Cultural Revolution full of progressive thoughts, but this quickly turns to confusion, and leads to an important survival of the fittest, something that impacts the rest of her demeanor. In the beginning of the Cultural Revolution, Ji-li is full of thoughts of moving forward, and helping Maos work to succeed.She believes that she can subscribe to a difference in the world. Ji-li helps with the bring down the Four Olds campaign, and is nearby when a shop sign is smashed for having a name that does not concede with the communist principles. This gives her a feeling of phylogenetic relation with allone there. Although what we had smashed was no more than a piece of wood, we felt similar we had won a victory in a r eal battle. (Pg. 24). hardly even as she was aiding the revolution, her thoughts soon turned to confusion and frustration with the policies of the communist party.In short, Ji-li begins the revolution full of progressive thoughts but she soon becomes dumbfound with the parties policies. As the glossiness of the revolution begins to fade, Ji-li becomes perturbed with the rules of the Communist party, as the Red guards eternally contradict them. The paper says that a historic counterrevolutionary had confessed and had a confirmatory attitude, he was pardoned(Both on Pg. 176). However, this is opposite from how Uncle Zhu was treated after his confession, as he was pushed for more information to force Ji-lis father confess.All this chaos led to Ji-li having to make a choice between her father, or Chairmen Mao, because the Red guards needed her to be a witness of her fathers antirevolutionary activates to denounce her father, and if she did not she would be stuck with a bad form status. This demonstrates the immense confusion there was during that time. In summary, the instability during the Cultural Revolution led to Ji-li having to make an important choice. As the novel draws to an end, Ji-li has am important choice to make She can support her family or support Mao and the revolution.Ji-li face nifty pressure from the red guards and also from the part of herself that wants to cure her black class status. However she chooses her family because (it is) too precious to forget and too rare to put back(Pg 263). However, this choice has consequences for her and her family. She was prevented from becoming an actress because of her class status, and her mother was forced to write self-critism reports because she would not break with her husband. In brief, Ji-li has a vital choice to make, and chose her family, but this choice had consequences. How does Ji-lis point of view change during the Cultural Revolution?It shifts from accept that Mao was most important, to believing that her family and responsibilities are most important. Once my life had been defined by my goals to be a Da-dui-zhang, to participate in the exhibition, to be a Red guard. They seemed unimportant to me now. Now my life was defined by my responsibilities. I had promised to take care of my family, and I would renew that promise every day(Pg. 263) This shows how her view point has shifted from herself and Mao, to her family. Ji-li had a lot courage to be able to do what she did, and I think that it is her courage that got her this far.

Herzbergs Two Factor Theory Essay

1.0 INTRODUCTION want is an master(prenominal) driver in an scheme and is crucial to the sliceagement of capable capital. Motivation underlies what employees choose to do ( intuitive sense of smelling and/or quantity), how practically effort they bequeath put into strikeing the task, and how long they al down in the mouth playact in order to accomplish it. Employees who ar trigger offd allow decease more(prenominal) than effectively and expeditiously and shape an brass instruments behavior. A motivated releaseforce go tabu conduct a strong effect on an organisations bottom line.Motivation is strongly tied to gambol cheer. theorize ecstasy is how individuals scent about the tasks they atomic number 18 supposed to accomplish and whitethorn in any case be influenced by the physical and social temper of the workplace. The more agreeable employees be with their line of works, the more motivated they result be to do their speculates salutary. at that p lace are several important studies relating to de patchd.These take on Abraham Maslows hierarchy of pick outs, Frederick Herzbergs study of hygienics and wantal factors, Douglas McGregors conjecture X and hypothesis Y, Victor V paths prediction Theory, and J. Stacy Adams E run offy Theory. It is worth noning that the radical result flow some(a) highlights of the above menti wizd theories so as to bring out a bigger picture on the subject of motivation, further the report depart give brief definitions of some anchor archetypes such(prenominal) as motivation and hypothecate triumph. It is also important to state here that the wallpaper leave behind re inflexible itself to the devil factor theory by swelled a brief explanation on the theory and then nonhing in on each(prenominal) of the hygienics factors in detail later on which the position of the author on the subject under discussion testament be outlined and the conclusion shall follow with the bibliograp hy.1.1 DEFINITIONS OF KEY CONCEPTSAs posited by Vroom (1964), the intelligence activity motivation is derived from the Latin word give outre, which means to move. Motivation is an internal force, dependent on the needs that drive a someone to achieve. Schulze and Steyn (2003) affirmed that in order to see peoples behaviour at work, managers or supervisors must(prenominal) be aware of the concept of needs or motives, which will inspection and repair move their employees to act. Locke (1976) defines job satisfaction as the positive degree emotional state stemming from valuation of a persons experience associated with the job. Job satisfaction is associated with salary, occupational stress, empowerment, high society and administrative constitution, achievement, personal growth, relationship with separates, and the oerall working condition.It has been argued that an increase in job satisfaction increases worker productivity (Wright & Cropanzano, 1997 Shikdar & Das, 2003). The refore, job satisfaction has a major effect on peoples lives. Locke (1976) indicated that job satisfaction to the highest degree commonly professs a persons physical wellness, mental health and social life whereby people who are satisfied with their jobs will play to be happy with their lives. Breed and Breda (1997) indicated that job satisfaction whitethorn affect absenteeism, complaints, and labour unrest. In view of this, satisfied workers will be much more productive and be retained inwardly the organisation for a longer period, in contrast to displeased workers who will be slight useful and who will have a greater tendency to quit their jobs (Crossman, 2003). More importantly, satisfied workers not only perform better only when also provide better service to customers, which could result in up(a) customer satisfaction.It is assumed that motivation and satisfaction are very standardised and that, in many cases, they are considered to be synonymous terms. According to H ersey and Blanchard (1988), motivation and satisfaction are quite several(predicate) from each other in terms of reward and performance. The authors point out that motivation is influenced by advanced perceptions about the relationship between performance and rewards, whereas satisfaction involves how people feel about the rewards they have received. In other words, motivation is a impression of expectations of the future while satisfaction is a consequence of past events (Carr, 2005).Researchers have habituated considerable attention to employee job satisfaction because it is closely link to the quality of the employees life. Jenner (1994) insisted that increasing the employees job satisfaction or morale is an important technique for eliminating absenteeism, reducing turnover, and eventually raising productivity. groom (1986) found that job dissatisfaction was associated with greater absenteeism and higher turnover rates. With high job satisfaction, the employee tended to sho w stronger organizational commitment and higher intention to remain with the partnership.1.2 fellow feeling MOTIVATION USING THEORIESTheories of motivation underside help us understand why people behave as they do. No theory has a Universal approach to explain benignant behaviour, because people are in like manner far complex (Donnelly, et al.1996). Two important collections of theories are theme theories and solve theories. Content theories are concerned with identifying what factors in an individual or the work environment energise and sustain behaviour. Process theories try to describe how behaviour is energised, directed, and sustained. Process theories first attempt to define variables in choice, i.e., Should I work hard? (Choice) how hard do I Work? (Persistence).Maslows hierarchy of Needs posits that behavior at a particular moment is laid by the strongest need. He placed them in a framework referred to as the hierarchy of needs because of the different levels of i mportance. Those needs that come first must be satisfied before a higher-level need comes into play. Equity Theory posits that perceived inequity is a Motivational force. Workers evaluate equity utilize a ratio of inputs to outputs. Inputs include force, experience, effort, and ability. Outcomes include benefits. Inequities occur when workers feel that outcomes are not compatible with inputs. Expectancy Theory asserts that employees are motivated to cast choices among behaviors. If employees believe that effort will be rewarded, there will be motivated effort, that is, they will decide to work harder to receive a reward. Expectancy is the belief that certain behaviours will or will not be successful. Preferences are the values a person attaches to different outcomes.2.0 THE TWO means THEORYHerzbergs cardinal-factor theory of motivation (1959) explains and studies the factors that play a key role in making the employees of an organisation satisfied or dis meet with their work a nd job profiles. The ii factors are- hygienics factors and motivators. If hygienics factors are absent, they can lead to creation of dissatisfaction among workers, moreover when they are passable, they alone cannot lead to meet workers in the work environment. On the other hand, motivators are the factors that are link up to the nature of the job and play a significant role in providing satisfaction among workers and leading to higher level of motivation (Bassett-Jones and Lloyd 2005). Employees all over the world not only want job security but also want quality employment. They desire to be granted fertile opportunities for advancement, fair working conditions, and fair treatment by managers, autonomy on their work, ambitious jobs and responsibility (Miner 2003).These factors are included in the motivator factors given by Herzberg and still hold true today in modern blood environment. Todays organisations focus on teamwork and cohesion among the group so as to create an inductive environment for work where employees are motivated to work and bring in to attaining the goals of the organisation. Cock and Davis (1990) demonstrate that work quality is one of the major factors that determine satisfaction among employees in terms of motivation. For instance, if an employee has adequate funds, but he has no meaningful work, then the employee starts feeling neediness of self value, which is again in coherence with the Herzbergs theory that when money stops organism the driving force force of motivation for employees, psychological rewards take its place and become more crucial as well as significant in terms of acting as a driving force of motivation.So, money stops acting as the motivator for employees beyond a certain threshold (Critical Analysis of Adam J. Stacys and Frederick Herzbergs Theories on Job Satisfaction of Employees 2012). In todays business scenario, sources of satisfaction at work and the ways in which jobs can be designed so as to mak e the work itself more challenging and enriching can motivate employees and help organisations attain their aims and goals as mentioned in Herzberg motivation theory (Locke and Latham 2004). Herzberg stated that the only way to motivate employees in the organisation is to give them challenging work so that they can feel a sense of responsibility as well as belonging towards the organisation. Today, employees are involved in decision making due to which they feel more responsibility as well as find themselves at a higher level of motivation.Intrinsic drivers dominate over external stimuli in terms of motivation and lead to enhanced theatrical roles towards organisational success. According to Herzbergs allow on Work and the Nature of Man 1973, he says man has devil sets of needs his need as an animal to avoid discommode, and his need as a human to grow psychologically. The biblical personages of Adam and Abraham are present to illustrate and develop the duality of mans nature. Briefly, as Adam, man is pictured as an animal whose overriding goal is to avoid the wo(e) inevitable in relating to his environment. On the other hand, looking at man in his totality, in addition to his avoidance nature there make ups a human being who is impelled to determine, to discover, to achieve, to actualise, to progress and to add to his existence. These needs add up the Abraham concept of man Work and the Nature of Man 1973.A canonic understand of the concept is that man exists as a duality and has two sets of needs present at the same metre. Another interesting and important construction of mans dual nature follows in that the two sets of needs of man are basically independent of one another. That is, each of the two concepts of man consists of a system of needs that operate in opposing directions. Furthermore, seething the needs of one facet of man (Adam) has teentsy or no effect upon the needs of the other facet in man (Abraham).It should be distinctiond that s ince both(prenominal) sets of needs exist in man at the same time both must be workd and one will not substitute for the other. To illustrate, one cannot find pleasure simply by avoiding physical pain, or avoid pain by finding happiness. From this illustration it becomes apparent that happiness and pain are not polar opposites of the same feeling originating from the same source that is, happiness and pain are not on the same continuum. This is the principal upon which the Herzberg two-factor theory is based.Job satisfaction and job dissatisfaction represent two separate and distinct continua proficient as observed earlier with respect to happiness and pain.Herzberg offers another analogy-as follows-to help explain this way of thinking about job attitudes let us characterise job satisfaction as vision and job dissatisfaction as hearing. It is readily seen that we are talking about two separate dimensions, since the excitant for vision is light, and increasing and decreasing lig ht will have no effect on mans hearing. The stimulus for audition is sound, and, in a similar fashion, increasing or decreasing loudness will have no effect on vision. Herzberg analysed and classified the job content factors or satisfying experiences as follows Achievement -Recognition -Work itself -Responsibility-Advancement Growth. According to Herzberg, these factors stand out as strong determiners of job satisfaction.Job responsibility and advancement being the most important relative to a lasting attitude charge. Achievement, more so than recognition, was frequently associated with such long-range factors as responsibility and the nature of the work itself. Recognition which produces rock-steady feelings about the job does not essentially have to come from superiors it whitethorn come from subordinates, peers, or customers. It is interesting to note that recognition based on achievement provides a more intensified satisfaction than does recognition used solely as a human rela tions tool divorced from any accomplishment, The latter does not serve as a satisfier, Rush, H. M. F. (1969- 92-93 9370)Compared with the satisfiers or motivators are the factors which cause low job attitude situations or job dissatisfaction. Such factors were found from the abstract of the study results to be associated primarily with an individuals relationship to the context of use or environment in which he does his work. These factors are extrinsic to the work itself and are referred to as dissatisfiers or hygiene (or maintenance) factors. Herzberg categorized the context or environmental factors causing dissatisfaction to include Dissatisfies Company policy and administration charge Working conditions Interpersonal relations (with peers, subordinates and superiors) Status Job security recompense Personal Life3.0 Hygiene Factors Why, for instance, do hygiene factors serve as dissatisfiers? Why, on the other hand, do motivators affect motivation in the positive direc tion? Consider the answers to these questions in terms of the distinction between the two sets of human needs (Adam vs Abraham). One stems from mans animal nature and his need to avoid pain. This set consists of the needs for which the hygiene factors are relevant. The word hygiene is a medical term meaning preventative and environmental.This is an assign term in view of the fact that the hygiene factors represent the environment to which man as an animal is constantly trying to adjust. The dissatisfies or hygiene factors previously listed are the major environment aspects of work. Because these factors serve only to sign up pain, they cannot contribute to positive satisfaction but only to the avoidance of dissatisfaction. Herzberg found, for example, that good working conditions (Physical, environment, congenial co-workers, good supervision) were rarely named as factors contributing to job satisfaction however, poor working conditions were frequently cited as sources of dissatisf action.Herzberg argued that improvement in the hygiene factors would only minimise dissatisfaction but not increase satisfaction and motivation. In order to motivate employees, the managers must ensure to provide the hygiene factors and then follow the motivating factors. When hygiene factors are adequate, people will not be dissatisfied but at the same time they whitethorn not be fully satisfied. They will be in a neutral state. If we want to motivate people on their jobs, it is suggested to give much importance on those job content factors such as opportunities for personal growth, recognition, responsibility, and achievement. These are the characteristics that people find intrinsically rewarding.Herzberg model sensitises that plainly treating the employees well through good company policies is not sufficient to motivate them. Managers should utilise the skills, abilities, and talents of the people at work through effective job designing. In other words, the work given to employ ees should be challenging and elicit and offer them a sense of achievement, recognition, and growth. Unless these characteristics are present in the job, employees will not be motivated.A company policy that treats workers well may not be motivation in itself if there is no throw career progression plan or it hinders progression whether through strict staff development policy or lack of provision of scholarships. For example, some companies have policies that a worker needs to serve a stripped-down of 8 years for them to be granted paid study abjure without sponsorship in view of the life expectancy which is significantly reduced, it may not be possible for an employee to wait for that long. Additionally, an employee may have added responsibilities such as taking his children to school thereby making it extremely difficult for them to allowance for their own studies. It is important to note that even in situations where this policy is elaborate, it may not bring motivation in itself unless it be accompanied by a motivator such as personal growth or recognition.There are a number of managerial styles that are select by different supervisors some are strict and do not consult while others are open and make workers autonomous. The quality of supervision alone, however, will not motivate a worker. nonetheless when the supervision is good, it may not motivate a worker unless this good supervision is joined with achievement, where the worker is given a normal task load and these tasks are smart in nature. Only then can this be a source of motivation. Despite being good, the supervisor must be seen to apply the concept of equity in dealing with subordinates, if this aspect is absent, then the workers may be dissatisfiedFactors that involve the physical environment of the job make out of work, facilities for performing work, light, tools, temperature, space, ventilation, and general appearance of the work place. In a company were working conditions are poor, workers will not be motivated to work. For example, a receptionist who works in a small and stuffy room will not be motivated to go for work the following day. Even if such a person worked in an air conditioned room with good chairs, but the company does not recognise her contribution to the organisation, she may decide to leave the organisation because she will not be motivated. So it is only when these factors are combined that one will be motivated. For example, when such a workers contribution is recognised even by management writing her a letter of appreciation, then there will be motivation and satisfaction.When it comes to job security, which is employees job tenure and/or the companys stability or instability, objective signs of the presence or absence of security, it is worth noting that when a job is secured it will produce a good feeling or the psychological well being of the employee will be good. However, on its own, it cannot provide motivation unless a balance is af flicted between the motivators and hygiene factors as outlined by HerzbergIn Herzbergs two-factor model pay is a maintenance factor that should not contribute significantly to motivation. The money that employees receive is actually a package do up of salary, and other fringe benefits such as transport, housing, furniture, medical allowance. Others include meal subsidy and utility allowances. This pay is given across the plug-in or is universal and, therefore, a worker will not feel anything special about this pay unless it is given to workers who have performed exceptionally well and not to everybody else. In this case, it becomes a merit pay.For example, a government worker who has been in service for quint years at a given position will be given the same salary as someone who has just graduated from the university because they have the same position and qualification and salary scale. In such a situation, salary will not be a motivation for the one who has served longer. In vi ew of this, the employee who has worked for five years will only be motivated if his salary is different on account of performance and length in service. Here, we see an aspect of recognition coming into play. In expectancy theory, pay can satisfy a variety of needs and influence choice and behavior, while in equity theory, pay is a major outcome that one compares with other employees.The relationships between the worker and his or her superiors, subordinates, and peers-by which we mean the related interactions and social interactions within the work environment-play a major role in determining how employees feel about their work. Ordinarily a good and warm relationship with ones supervisor would entail no dissatisfaction on the part of the worker. However, if the company does not recognise ones effort or contribution to the organisation, then they will not be motivated. In order to motivate, good supervision has to be coupled with a good company policy and recognition.4.0 Conclusio n The concept of Herzbergs Two-factor theory is one that focuses on understanding the acceptable hygiene factors that prevent the employee from being dissatisfied. It must be noted, though, that hygiene factors do not do much to motivate the employee and the management of companies has to try other ways of achieving this. The main idea behind such factors is that they may spell the difference in the perceptions that employees hold with regards to their work and their relationship with their organisation of choice. It must be noted that both factors (hygiene factors and motivation factors) must exist in order for the employee to be motivated in his work, in the lift out way that he/she possibly can.If there are missing factors (whether they may be hygiene factors or motivation factors), it is possible for the employee to be dissatisfied and not perform in the best way that they can. If all the hygiene factors are present and even when there is more than enough of a hygiene factor pr esent, then it is possible that the employee would still not be motivated. Thus, in order for managers to successfully motivate their employees, there is a need for them to determine the appropriate and the sufficient motivation factors to use. Although, it is not always necessity that motivators keep motivating employees all the time and hygiene factors cause dissatisfaction. any(prenominal) of these factors can interchange their roles as well. Therefore, it is required on the part of managers to catch more pragmatic approach and apply a blend of both motivator factors and hygiene factors to attain the individual as well as organizational goals with efficiency and effectiveness

Community Service vs Service-Learning :: Teaching Education Research

Community serve up is defined as uncoerced or involuntary work done by individuals toprovide proceeds to disadvantaged groups or public areas. While community service has many benefits, it only emphasises on unidimensional service and caters to a current requirement setting nothing in place to implement substantial wobble in the future. In contrast, service instruction focuses on reciprocity and sets a foundation to create changes in communities. Service learning is defined as an organized collaborative process that requires individuals to actively participate in service projects. Community service is oft viewed as volunteerism rather than service learning. Individuals often times tend to establish barriers between the provider and the person receiving protagonist and never focusing on gaining anything from the group or person creation assisted.Service learning is meaning(a) because it allows individuals to become aware aboutimportant issues, gain new perspectives and pro vides learning experiences for volunteers as well as individuals from underserved groups. Because of the many benefits, college students should enroll in the Service Learning courses or service learning based programs. These programs allows students to move away from the dualism versus unity point of view and focus on reciprocity and provides the skills necessary to approach future service experiences with a service learning perspective.

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Have you ever thought ab step to the fore(predicate) how your fruits and vegetables are grown? How about which ingredients are put into bug sprays and insecticides to ward off those pesky insects? Look no further because author Rachel Carson looks enigmatical into the many a(prenominal) environmental issues caused by pesticides and herbicides in her New York Times best-selling(predicate) novel, Silent Spring. Silent Spring is a collection of studies which were performed in an endeavor to educate differents about the harmful things occurring everyday to their foods and every-day environment in hopes of swelled them a wake up call. This novel is thought by many to be a revolutionary novel that forced people to canvas nonice of the harm being caused in their world, many of which people were unsuspecting of. After discovering the results of these chemicals, it rightfully chafes one wonder, is the luxury of being insect lay off really worth all of the consequences?Silent Spri ng lives of research and experiments conducted to jut out wherefore wildlife was decreasing in various chemically treated areas. Carson was likewise interested in discovering how these chemicals affect human health as well. Carson first-year starts our her novel describing a world of green grass and blue skies, muster out with singing birds and active wildlife. A world she says, that is what our earth used to consist of before mankind. Carson states that her reasoning for writing this novel was out of curiosity as to why and how our earth became so corrupt. She narrows it down to one reason which is the important foundation for this novel, man-made chemicals are responsible for destroying the purity of nature. The chemicals to which life is asked to make its adjustment are no longer merely the calcium and silicon oxide and copper and all the rest of the minerals... ...ng. I unfortunately am not an environmental junkie by any means, but this novel really opened my eyes to no t only issues of the past, but also up-to-the-minute matters as well. I learned the importance of what it means to buy fundamental and not only for the health benefits, but the environmental benefits as well. I was never aware of how harmful pesticides can be and although DDT whitethorn be outlawed in the United States, farmers still use other forms of insecticides to protect their plants. It horrors me that DDT was used for so long, despite the deaths it caused. I wonder Rachel Carson for writing this novel and conducting research when no one else cared about the environmental harms placed on our land. Her passion about the earth is evident, and her willingness to put out such a controversial novel during this time period explains why her story is still a relevant resource today.

Polar Bear :: essays research papers

SPECIES- Ursus Maritimus, Polar Bear, lord of the Arctic. Lives in an orbital cavity of five million squ atomic number 18 miles of snow and ice. From Siberia to Alaska and across Canada, Greenland and the Islands north of Norway, he is the master of all living affairs except man. It lives in the brutal cold, ice, and snow. The temperature sess plunge down frequently to -40 degrees and sometimes even lower scarce that does not bother the polar survive because of its color-less skin and layer of detachment fat. Its range extending around the northern polar region. Necessities of Life-The polar sojourn consume mostly seals which he has to hunt. His trick is to wait by a quick in the ice and when a seal comes up by that alert hole, he grabs it so fast it knocks it unconscious and then he take it. Other pray is a walrus calf or a musk ox stuck in snow, birds, eggs, fish, and dead whales. And sometimes in the summer it chuck berries and grass. The polar compensate has no water to drink so it tho eats the skin and blubber, reduceing the meat. So by eating the blubber and deviation the meat the male bear is helping keep his body in balance with the surrounding environment. The bear would usually stay in a den or bury it self in the snow to avoid the suns ultra violent rays. Usually the pregnant female polar bear stays in the den.Food Chain-The polar bear finds its way on the jacket of its food chain. No predator on earth approaches the bear in size. The polar bear towers over everything else in his food chain. The only thing that could stop him is a human with a gun.Super Amazing Facts-The polar bear is well adapted to its special live style. The hairs of its thick coat are hollow, giving bare insulation against the bitter arctic cold. It also has an extra layer of insulating fat under its skin and the hairs on the polar bear are color less, when the sun hits them they look white. Polar bears are double as big as lions or tigers, a typical large male weighs half a ton and is five feet high at the shoulder. His paws are a fool wide. When he stands up straight, he weed look an elephant in the eye.Explain- My species was endangered bad back in 1965 with no more than 5,000 left in the world.

Shakespeare - Definition Of Love :: essays research papers

Shakespeares definitions of adore and Lust&9When there are women and an omnipotent force to procreate there leave be a number of resources that a man will enjoyment in order to attract the opposite sex. Often with the use of the ill-famed whistle/mating call, the perpetual use of lies about income, the stench of musk cologne, or the ever-popular use of the venerate poem, men strive to appeal to women with the intent to hitch his way to her heart. William Shakespeare, a man who, based on his works, was full of fad for the opposite sex whether it had been h unmatchablest discern or perverse lust. N geniustheless, Shakespeare, desire most men, wished to charm women. With this having been so, Shakespeares weapon of choice to be congenital to a womans heart was the powerful love poem. He understood love and how to attain love and demonstrated this in his much praised sonnets. Writing about the joys and tragedies while also writing about the trials and tribulations of love was Shakespeares objective in select sonnets praise 116 and Sonnet 129. His views on what is love put into prose enables all that read his sonnets to interpret Shakespeares definitions of love and lust.&9Throughout his sonnets, Shakespeare discusses the conflicts that men have with meter, such as beat vs. the body and time vs. the mind. Although time withers the body and eventually the mind, Shakespeare writes that time has no effect, however, on love. Love prevails throughout time and is forever young when it is shared by twain hearts that have become one. Love is a substance of the hearts united and calls for two individuals to commit to distributively other commitment being marriage. Having committed ones self-importance through marriage both individuals now turn a cheat shopping center to the others faults. To Shakespeare, this means that if one of the mates in the relationship cheats, the other should understand, forget, or forgive since adultery was the fault of one of t he mates and love cannot see faults. This is best exemplified in Sonnet 116 when Shakespeare writesLet me not to the marriage of true mindsAdmit impediments. Love is not loveWhich alters when it alteration finds,Or bends with the remover to remove (1-4)Love is not only forgiving of faults but is also invincible in the eye of any storm. Whether it is hostility in the marriage or the death of one of the individuals in the marriage, love will continue to persevere between the two involved.