Integrated Marketing Communications in Rural Markets in India

Integrated Marketing Communications in Rural Markets in India With around 6, 38, 667 villages, India boasts of the highest number of villages in the world, hugely populated by 720 million people (72% of India lives in villages). It is a market which cant be ignored by the marketers. Customers in villages have their own sets of aspirations and are willing to pay for the right services. Companies understand that that the rules of game are different when it comes to rural markets, especially in a diverse one like India. The rural environment is different from the urban and therefore communication to potential customers in a proper and effective manner is a major challenge for corporate marketers. An urban communications approach might not hold well in these rural markets and thus there is a need to have a different Integrated Marketing Communications (IMC) approach for the rural markets in India. This Research Paper tries to explore and find out how Integrated Marketing Communications (IMC) can be used in the rural markets in India and a strategic framework has been proposed for the same. Keywords: Rural Markets, Integrated Marketing Communications (IMC). Introduction The global economic meltdown has taken its toll on the manufacturing and service sector of the economy, which, in turn, has slowed down the urban market. The companies cutting across sectors have discovered the importance of rural markets. With urban India in the grip of a slowdown, the rural market is helping industries like automobiles, cement, consumer electronics, textiles, telecommunications and FMCGs grow. While urban organised retail is in pain, its rural counterpart is thriving. All of a sudden, the consumer in the laid back Indian village is being spoilt for choice. The rural incomes are progressing, thanks to the Government initiatives like National Rural Employment Guarantee Scheme (NREGS) launched in 2006 which promised employment of at least 100 days to every member of a poor rural household. This served three purposes: It built rural infrastructure Plugged pilferage of funds Boosted the disposable incomes of rural families The scheme was rolled out to all the 596 districts of the country. All told, Rs 66,800 crores has been earmarked for the programme. Another boost for liquidity among farmers came with the farm loan waiver of Rs 65,318 crores carried out by the Government last year. The bottom-line is clear. Customers in villages have their own set of aspirations and are willing to pay for the right services. Companies are understanding that to play the game in rural markets is to understand and innovate products exclusively for the rural consumers and after tasting success can also be replicated in the urban markets. For example, Tata Sky launched DTH (Direct to Home) primarily for the urban markets. However, in the rural entry, the package has been at Rs 99 per month which was a mini-thali of sorts with a bit of everything. The promotional campaigns included taking Aamir Khan as the brand ambassador who could easily appeal across the rural-urban divide and they also do a lot of promotions and demonstrations so as to motivate the local distributors who highlight the benefits of the service. Tata Sky has launched the Rs 99 pack in the urban markets as well. Advertising goes hand in hand with economic growth. With economic liberalization and increasing rural prosperity, marketers are keen to inform villagers about the benefits of buying and consuming their products and services. Prior to the introduction of economic liberalization in 1990s, there was little incentive for marketers to advertise their products and services, as rural markets were predominantly a sellers market. The influence of the electronic media, in particular television, video and the Hindi film industry, is contributing to the growth of rural aspirations, which are being manifested in rural India in the form of increasing consumerism. The rural environment is different from the urban and therefore communication to potential customers in a proper and effective manner is a major challenge for corporate marketers. The majority of advertisements designed by corporate marketers, are largely urban oriented and extend themselves to rural areas without any consideration to the values and sensitivities of the rural audience, which are often in striking contrast to those of their urban counterparts. This has led to a negative perception in the minds of villagers, about urban media planners and advertisers. Rural communication is not a peripheral activity. It does not, for instance, involve taking an audio-visual van to a village and assuming that this step is enough to reach out to customers. It requires an entirely different mindset, which demands getting rid of many mental barriers. Companies have to realize that rural is a long-haul market, as gains in the short term are neither immediate nor large. Challenges in Rural Communications There are many challenges to communication in rural. Low literacy level; poor media reach and exposure and vast, heterogeneous and diversely spread rural audiences characterized by variations in language, culture and lifestyle-all these factors pose multiple challenges to marketers looking to take their messages to the largely media-dark or media-grey areas, of rural markets. Heterogeneity and spread The communication pattern in any society is a part of its culture. No communication medium can exist in a cultural vacuum. Communicating the message to rural consumers ha posed enormous challenges to the rural marketer, because of the large numbers of consumers scatters across the country. The problem is further compounded by the heterogeneous nature of consumers there are 16 scheduled languages and 114 local vernaculars. For example, the dialects used in the Vidharbha region, in Konkan region, in costal Maharashtra etc. Limited Media Reach The limited reach of the mass media imposes limitations on universal communication to rural consumers. These factors lead to poor message comprehension and negligible impact, which fail to translate into consumer awareness and hence fail in generating consumer pull. Understanding the Rural Audience It is not sufficient to understand rural communication challenges as stated above: rather, what is equally crucial is the need to understand the behavioural and psychographic characteristics of the rural audience, in order to develop an effective rural communication strategy. Integrated Marketing Communications (IMC) Tools IMC is a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, personal selling and direct marketing work together as a unified force, rather than permitting each to work in isolation. Advertising Advertising has four characteristics: it is persuasive in nature; it is non-personal; it is paid for by an identified sponsor; and it is disseminated through mass channels of communication. Advertising messages may promote the adoption of goods, services, persons, or ideas. Because the sales message is disseminated through the mass media-as opposed to personal selling-it is viewed as a much cheaper way of reaching consumers. However, its non-personal nature means it lacks the ability to tailor the sales message to the message recipient and, more importantly, actually get the sale. Therefore, advertising effects are best measured in terms of increasing awareness and changing attitudes and opinions, not creating sales. Advertisings contribution to sales is difficult to isolate because many factors influence sales. The contribution advertising makes to sales are best viewed over the long run. The exception to this thinking is within the internet arena. While banner ads, pop-ups and inte rstitials should still be viewed as brand promoting and not necessarily sales drivers, technology provides the ability to track how many of a websites visitors click the banner, investigate a product, request more information, and ultimately make a purchase. Through the use of symbols and images advertising can help differentiate products and services that are otherwise similar. Advertising also helps create and maintain brand equity. Brand equity is an intangible asset that results from a favorable image, impressions of differentiation, or consumer attachment to the company, brand, or trademark. This equity translates into greater sales volume, and/or higher margins, thus greater competitive advantage. Brand equity is established and maintained through advertising that focuses on image, product attributes, service, or other features of the company and its products or services. Cost is the greatest disadvantage of advertising. The average cost for a 30-second spot on network television increased fivefold between 1980 and 2005. Plus, the average cost of producing a 30-second ad for network television is quite expensive. It is not uncommon for a national advertiser to spend in the millions of dollars for one 30-second commercial to be produced. Add more millions on top of that if celebrity talent is utilized. Credibility and clutter are other disadvantages. Consumers have become increasingly skeptical about advertising messages and tend to resent advertisers attempt to persuade. Advertising is everywhere, from network television, to daily newspapers, to roadside billboards, to golf course signs, to stickers on fruit in grocery stores. Clutter encourages consumers to ignore many advertising messages. New media are emerging, such as DVRs (digital video recorders) which allow consumers to record programs and then skip commercials, and satellite radio which provides a majority of its channels advertising free. Public Relations (PR) Public relations is defined as a management function which identifies, establishes, and maintains mutually beneficial relationships between an organization and the public upon which its success or failure depends. Whereas advertising is a one-way communication from sender (the marketer) to the receiver (the consumer or the retail trade), public relations considers multiple audiences (consumers, employees, suppliers, vendors, etc.) and uses two-way communication to monitor feedback and adjust both its message and the organizations actions for maximum benefit. A primary tool used by public relations practitioners is publicity. Publicity capitalizes on the news value of a product, service, idea, person or event so that the information can be disseminated through the news media. This third party endorsement by the news media provides a vital boost to the marketing communication message: credibility. Articles in the media are perceived as being more objective than advertisements, and thei r messages are more likely to be absorbed and believed. For example, after the CBS newsmagazine 60 Minutes reported in the early 1990s that drinking moderate amounts of red wine could prevent heart attacks by lowering cholesterol, red wine sales in the United States increased 50 percent. Another benefit publicity offers is that it is free, not considering the great amount of effort it can require to get out-bound publicity noticed and picked up by media sources. Public relations role in the promotional mix is becoming more important because of what Philip Kotler describes as an over communicated society. Consumers develop communication-avoidance routines where they are likely to tune out commercial messages. As advertising loses some of its cost-effectiveness, marketers are turning to news coverage, events, and community programs to help disseminate their product and company messages. Some consumers may also base their purchase decisions on the image of the company, for example, how environmentally responsible the company is. In this regard, public relations plays an important role in presenting, through news reports, sponsorships, advertorials (a form of advertising that instead of selling a product or service promotes the companys views regarding current issues), and other forms of communication, what the company stands for. Sales Promotions (SP) Sales promotions are direct inducements that offer extra incentives to enhance or accelerate the products movement from producer to consumer. Sales promotions may be directed at the consumer or the trade. Consumer promotions such as coupons, sampling, premiums, sweepstakes, price packs (packs that offer greater quantity or lower cost than normal), low-cost financing deals, and rebates are purchase incentives in that they induce product trial and encourage repurchase. Consumer promotions may also include incentives to visit a retail establishment or request additional information. Trade promotions include slotting allowances (buying shelf space in retail stores), allowances for featuring the brand in retail advertising, display and merchandising allowances, buying allowances (volume discounts and other volume-oriented incentives), bill back allowances (pay-for-performance incentives), incentives to salespeople, and other tactics to encourage retailers to carry the item and to push the brand. Two perspectives may be found among marketers regarding sales promotion. First, sales promotion is supplemental to advertising in that it binds the role of advertising with personal selling. This view regards sales promotion as a minor player in the marketing communication program. A second view regards sales promotion and advertising as distinct functions with objectives and strategies very different from each other. Sales promotion in this sense is equal to or even more important than advertising. Some companies allocate as much as 75 percent of their advertising/promotion dollars to sales promotion and just 25 percent to advertising. Finding the right balance is often a difficult task. The main purpose of sales promotion is to spur action. Advertising sets up the deal by developing a brand reputation and building market value. Sales promotion helps close the deal by providing incentives that build market volume. Sales promotions can motivate customers to select a particular brand, especially when brands appear to be equal, and they can produce more immediate and measurable results than advertising. However, too heavy a reliance on sales promotions results in deal-prone consumers with little brand loyalty and too much price sensitivity. Sales promotions can also force competitors to offer similar inducements, with sales and profits suffering for everyone. Personal Selling (PS) Personal selling includes all person-to-person contact with customers with the purpose of introducing the product to the customer, convincing him or her of the products value, and closing the sale. The role of personal selling varies from organization to organization, depending on the nature and size of the company, the industry, and the products or services it is marketing. Many marketing executives realize that both sales and non-sales employees act as salespeople for their organization in one way or another. One study that perhaps supports this contention found that marketing executives predicted greater emphasis being placed on sales management and personal selling in their organization than on any other promotional mix element. These organizations have launched training sessions that show employees how they act as salespeople for the organization and how they can improve their interpersonal skills with clients, customers, and prospects. Employee reward programs now reward employ ees for their efforts in this regard. Personal selling is the most effective way to make a sale because of the interpersonal communication between the salesperson and the prospect. Messages can be tailored to particular situations, immediate feedback can be processed, and message strategies can be changed to accommodate the feedback. However, personal selling is the most expensive way to make a sale, with the average cost per sales call ranging from $235 to $332 and the average number of sales calls needed to close a deal being between three and six personal calls. Sales and marketing management classifies salespersons into one of three groups: creative selling, order taking, and missionary sales reps. Creative selling jobs require the most skills and preparation. They are the point person for the sales function. They prospect for customers, analyze situations, determine how their company can satisfy wants and needs of prospects, and, most importantly, get an order. Order takers take over after the initial order is received. They handle repeat purchases (straight rebuys) and modified rebuys. Missionary sales reps service accounts by introducing new products, promotions, and other programs. Orders are taken by order takers or by distributors. Direct Marketing (DM) Direct marketing, the oldest form of marketing, is the process of communicating directly with target customers to encourage response by telephone, mail, electronic means, or personal visit. Users of direct marketing include retailers, wholesalers, manufacturers, and service providers, and they use a variety of methods including direct mail, telemarketing, direct-response advertising, online computer shopping services, cable shopping networks, and infomercials. Traditionally not viewed as an element in the promotional mix, direct marketing represents one of the most profound changes in marketing and promotion in the last 25 years. Aspects of direct marketing, which includes direct response advertising and direct mail advertising as well as the various research and support activities necessary for their implementation, have been adopted by virtually all companies engaged in marketing products, services, ideas, or persons. Direct marketing has become an important part of many marketing communication programs for three reasons. First, the number of two-income households has increased dramatically. About six in every ten women in the United States work outside the home. This has reduced the amount of time families have for shopping trips. Secondly, more shoppers than ever before rely on credit cards for payment of goods and services. These cashless transactions make products easier and faster to purchase. Finally, technological advances in telecommunications and computers allow consumers to make purchases from their homes via telephone, television, or computer with ease and safety. These three factors have dramatically altered the purchasing habits of American consumers and made direct marketing a growing field worldwide. Direct marketing allows a company to target more precisely a segment of customers and prospects with a sales message tailored to their specific needs and characteristics. Unlike advertising and public relations, whose connections to actual sales are tenuous or nebulous at best, direct marketing offers accountability by providing tangible results. The economics of direct marketing have also improved over the years as more information is gathered about customers and prospects. By identifying those consumers they can serve more effectively and profitably, companies may be more efficient in their marketing efforts. Whereas network television in the past offered opportunities to reach huge groups of consumers at a low cost per thousand, direct marketing can reach individual consumers and develop a relationship with each of them. Research indicates that brands with strong brand equity are more successful in direct marketing efforts than little-known brands. Direct marketing, then, works best when other marketing communication such as traditional media advertising supports the direct marketing effort. Direct marketing has its drawbacks also. Just as consumers built resistance to the persuasive nature of advertising, so have they with direct marketing efforts. Direct marketers have responded by being less sales oriented and more relationship oriented. Also, just as consumers grew weary of advertising clutter, so have they with the direct marketing efforts. Consumers are bombarded with mail, infomercials, and telemarketing pitches daily. Some direct marketers have responded by regarding privacy as a customer service benefit. Direct marketers must also overcome consumer mistrust of direct marketing efforts due to incidents of illegal behavior by companies and individuals using direct marketing. The U.S. Postal Service, the Federal Trade Commission, and other federal and state agencies may prosecute criminal acts. The industry then risks legislation regulating the behavior of direct marketers if it is not successful in self-regulation. The Direct Marketing Association, the leading tra de organization for direct marketing, works with companies and government agencies to initiate self-regulation. In March of 2003 the National Do Not Call Registry went into affect whereby consumers added their names to a list that telemarketers had to eliminate from their out-bound call database. Emerging Tools of IMC Sponsorships (Event Marketing) Sponsorships, or event marketing, combine advertising and sales promotions with public relations. Sponsorships increase awareness of a company or product, build loyalty with a specific target audience, help differentiate a product from its competitors, provide merchandising opportunities, demonstrate commitment to a community or ethnic group, or impact the bottom line. Like advertising, sponsorships are initiated to build long-term associations. Organizations sometimes compare sponsorships with advertising by using gross impressions or cost-per-thousand measurements. However, the value of sponsorships can be very difficult to measure. Companies considering sponsorships should consider the short-term public relations value of sponsorships and the long-term goals of the organization. Sports sponsorships make up about two-thirds of all sponsorships. Social Media Marketing The concept of social media marketing basically refers to the process of promoting business or websites through social media channels. It is a powerful marketing medium that is defining the way people are communicating. It is one of the significantly low-cost promotional methods that provide businesses large numbers of links and huge amount of traffic. Companies manage to get massive attention and that really works in favour of the business. Social media marketing is a potent method applied by progressive companies for selling their products/services or for just publishing content for advertisement revenue. Social media is an extremely useful tool using which companies can get their information, product descriptions, promotions all ingrained in the chain of networking world. Considering the newness of this marketing method, organizations are coming up with innovative ways to develop their marketing plans. New platforms are being created to approach potential clients. A large number of business organizations are allocating budget for online business development using social media marketing. It is a booming sector which is going to redefine the way marketing strategies are being formed and promoted. Internet Marketing Internet marketing also referred to as i-marketing, web-marketing, online-marketing or e-Marketing, is the marketing of products or services over the Internet. The Internet has brought media to a global audience. The interactive nature of Internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium. Internet marketing is sometimes considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Management of digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing. Internet marketing ties together creative and technical aspects of the Internet, including: design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies. Mobile Marketing Mobile Marketing involves communicating with the consumer via cellular (or mobile) device, either to send a simple marketing message, to introduce them to a new audience participation-based campaign or to allow them to visit a mobile website. Mobile connectivity not only enables people to connect to the Internet via a cellular telephone, PDA or other gadget, but also consolidates the different communication channels in a simple, yet effective medium. Cheaper than traditional means for both the consumer and the marketer and easy enough for almost any age group to understand and engage with Mobile Marketing really is a streamlined version of traditional eMarketing. Strategic Framework for IMC in Rural Markets in India A strategic framework for implementing Integrated Marketing Communications (IMC) in the rural markets in India has been proposed. The following are the elements of the framework: Objectives: The firms need to set and review their objectives for the rural markets. The desired effects and output needed from an integrated communications programme need to be decided and this becomes the base for the next steps in the implementation framework. 3As of the Adoption Process: Awareness Creation: Firstly, awareness needs to be created about the brand and the product in the rural market. An urban product might have low or almost nil awareness level in the rural market. The various tools that should be used at this stage are Public Relations, Direct Marketing, Advertising and Events. Adopt the Brand: Once awareness has been created about the brand, steps need to be taken so that the rural markets adopt the brand. The various tools that should be used at this stage are Personal Selling, Sales Promotions and Road shows. Brand Purchase: Once people have adopted the brand, steps must be taken to ensure that people purchase the brand and become repeat buyers. The tools which must be used at this stage are Sales Promotion and Personal Selling. IMC Tools: As mentioned before, different tools serve different purposes in the rural markets. For awareness creation, Public Relations, Direct Marketing, Advertising and Events are useful. Rural advertising will be different from the urban advertising keeping in mind the different profiles of the rural customers. Events also are very effective tools as they engage prospective consumers. The tools useful for adopting the brand are Personal Selling, Sales Promotions and Road shows. The markets accept and adopt the brands once salience has been achieved in the previous stage. Road shows are newer IMC tools which are proving to be very effective. They should be leveraged in the rural markets. In the brand purchase stage, tools like Personal Selling and Sales Promotions must be used as they have a direct impact on the brand purchase by providing incentives and more direct information about the brand. Select Right Mix of IMC: All these above mentioned tools need to be used judiciously and in the right proportion to achieve the desired marketing objectives. There needs to be a strategic fit between the chosen tools and the IMC objectives. Depending on the stages of the adoption process, the corresponding tools should be given importance over others and also overall media budget must be considered. Adds Incremental Value to the Firm: The implementation of an Integrated Marketing Communications (IMC) model in the rural markets in the above mentioned manner will add incremental value to the firm. Since most of the corporate are looking in a big manner to exploit the rural markets in India, the above strategic framework might be useful for them to devise an IMC strategy. And it goes without saying that an urban IMC will be different from a rural IMC. Conclusions Customers in villages have their own set of aspirations and are willing to pay for the right services. Companies are understanding that to play the game in rural markets is to understand and innovate products exclusively for the rural consumers and after tasting success can also be replicated in the urban markets. The rural environment is different from the urban and therefore communication to potential customers in a proper and effective manner is a major challenge for corporate marketers. An urban communications approach might not hold well in these rural markets and thus there is a need to have a different Integrated Marketing Communications (IMC) approach for the rural markets in India. The strategic framework for Integrated Marketing Communications (IMC) developed in this paper may be used by companies as a part of their rural strategy. Thus the companies can add incremental value to themselves.

Genetic Engineering: Perfect Body or Perfect Sin? :: Argumentative Persuasive Topics

Genetic Engineering: Perfect Body or Perfect Sin? New advancements in science happen everyday. Products may include medicines, fertilizers, household cleaners, durable materials, and more. One of the most controversial issues in the world of science is genetic engineering. Scientists say genetic engineering may bring large advantages to humans and the way they live. Critics argue that genetic engineering can mean the destruction of the pure human being. There are numerous advantages and disadvantages in genetic engineering but disaster can be avoided if extreme caution is practiced. When people used to think of genetic engineering, they thought of genetically enhanced superior food products. That all changed after Dolly, the cloned sheep, was introduced to the world. The recent advances in genetics sparked conversation about cloning human beings. Scientists believe that genetic engineering in humans is the answer to the multitude of problems that millions face everyday. Hereditary baldness, heart problems, mental disorders, and a lot more genetic diseases would cease to exist. The perfect world isn't that far away. So what could possibly go wrong in a perfect world made up of genetically enhanced organisms? Critics fear that disease-producing organisms used in food products might develop worldwide epidemics. The catholic church says that human cloning is morally wrong. Others don't want a perfect world. They argue that the ill-bred humans will take away our right to suffer. According to critics, genetically changing the structure of a living thing isn't worth the risk or sin. The perfect physical world is nearer than anyone can imagine. The anticipated problems can be resolved before they even happen. Epidemics can be avoided by careful procedure, supervision, and inspection. The National Institute of Health already has established regulations restricting the types of DNA that can be used for these types of experiments. The only barrier left is sin. There is nothing man can do to change the word of God. Man's is willingness to sin for happiness does not differ from stealing or killing for money. Heaven is the sacrifice they have to make to enjoy happiness. Science is an amazing and dangerous world that man seeks to control. Genetic engineering was never intended for man to discover. Now that he has, should he use it for his benefit?

Feminism in Antigone and A Doll’s House Essay -- Literary Analysis, So

Eleanor Roosevelt once said, â€Å"A woman is like a tea bag. It's only when she's in hot water that you realize how strong she is.† This is very evident in both Antigone and a Doll’s House. Antigone is a Greek play by Sophocles about a young girl who decides to take on the task of burying her traitorous brother to honor the gods even though her tyrannical uncle Creon has outlawed the burial. A Doll’s House by Ibsen follows Nora Helmer, a housewife who has borrowed money without her husband’s knowledge or consent for the purpose of taking him to Italy for medical reasons. It outlines the internal and external conflicts she experiences in the final days of her secret. It is important to understand the roles of women in both plays because during the time periods they were written, women were held to very different standards and were far more oppressed than men. There are many examples of nonconformity of women in Antigone and A Doll’s House in the ways that the main characters rebel against what is expected of women. Nora and Antigone are headstrong, sharp-witted, and willing to break the law for love, three character traits that were uncommon and almost frowned upon by society for women in history. Nora and Antigone were both very headstrong women. During the time periods of both plays, women were expected to be subservient and share the same opinions as their husbands. The two lead women in the plays show their obstinacy and ability to take care of themselves in many instances. One example in Antigone’s story is when she says (to her â€Å"stereotypical woman† sister) of her plan to bury Polynices, â€Å"He is my brother and—deny it as you will—your brother too. No one will ever convict me as a traitor, (Sophocles 18). She then goes on to... ...use she knows that she will be following the gods’ law and honoring her own flesh and blood by burying Polynices. All in all, the women in the plays go against the rules and practices of society so that they can do something for the ones that are close to them. On the whole, Nora Helmer and Antigone certainly prove that women have the ability to do anything a man can do, just as well. The roles of women in Antigone and A Doll’s House are certainly different than the roles of men, and the two main women in both plays transcend the expectations and beliefs of what women can and cannot do. They prove this in several ways, including the fact that they were determined, very intelligent and clever, and wiling to break the laws of man for loved ones. Antigone and A Doll’s House are great works of classic literature that portray women as strong and intelligent beings.

Siddhartha: Journey Towards Self Discovery

A Journey Towards Self-discovery By: Gabrielle Revelo Behind all the endeavors of Siddhartha are prompts that steer him to a different path. Thus, he experiences many different faces of the world throughout his journey of discovering the truth within himself. In attaining truth, it is essential for Siddhartha to discover the unity of the world. One cannot find the reality in ones being if the world itself is disintegrated; a vital parcel of self-discovery is unity of the world.It is in the unity of the physical world where Siddhartha discovers the key concept of finding truth in his own persona. Therefore, finding unity with the world can co-exist with profound personal satisfaction in life. Everything that happens to Siddhartha piles up to realizations, because through his experiences he gains adequate understanding, which eventually leads him to the ultimate knowledge, which satisfies all his worldly desires. In the end, Siddhartha’s encounter with Vasudeva really matters th e greatest in his quest of finding truth.It is the ferryman who served as the catalyst for his self-discovery. Finding the unity of the mortal world is a constituent in achieving self-discovery; Siddhartha only attains the truth within him through discovering the unity of the world. When Siddhartha exposes himself in a disunited world of materialism with Kamala and Kamaswami, which Siddhartha denotes as the game of Samsara, he ends up with a vital realization; â€Å"Then Siddhartha knew that the game was finished, that he could play it no longer. A shudder passed through his body; he felt as if something had died† (85).As Siddhartha recognizes the disunity of the world, he feels nauseated with himself, and shares a mutual perspective on how he perceives the world. Through Siddhartha’s perception of a disunited world, he is unable to find the unity in himself. But as Siddhartha escapes the world of spirituality, in being a Brahmin, or a Samana and when he flees his life of materialism with Kamala and Kamaswami, Siddhartha ventures in the first representation of the unity of nature, the river; this is when Siddhartha reaches to a the ultimate discovery; â€Å"From that hour ceased to fight against his destiny.There shone in his face the serenity of knowledge, of one who is no longer confronted with conflict of desires, who has found salvation, who is in harmony with the stream of events, with the stream of life, full of sympathy and compassion, surrendering himself to the stream belonging to the unity of all things. † (136). Through the unity of nature, Siddhartha hears the sound of perfection or the sound of contentment within him. It is when he witnesses transcendence of the world where he discovers his being.Govinda wanders in the riverbanks to hear for himself the words of a pious ferryman who has been the talk of the town. He then discovers that the ferryman is no other than his childhood friend Siddhartha; as their conversation conclud es Govinda notices in his friends appearance; â€Å"He no longer saw the face of his friend Siddhartha. Instead, he saw other faces, many faces, a long series, a continuous stream of faces– hundreds, thousands, which all came and disappeared and yet all seemed to be there at the same time, which all continually changed and renewed themselves and which were yet all Siddhartha† (150).Through Govinda’s divine impression of Siddhartha’s physique, it ascertains Siddhartha’s achievement of peace. He is the sole witness of Siddhartha’s self-discovery. Siddhartha’s life from being a clever Brahmin, a patient Samana, a lavish businessman, and as a ferryman are all essential towards his self-discovery for they have indicated directions to Siddartha and eventually those prompts leads him towards self-discovery.As Siddhartha departs his life with his parents, the Brahmins, he follows the way of the Ascetics; after so many years of living the life of an Ascetic, Siddhartha moves further to seek enlightenment from the Gotama, the Buddha; â€Å"This fruit, for which we are already indebted to Gotama, consists of the fact that he has enticed us away from the Samanas. Whether there are still other and better fruits, let us patiently wait and see† (23). As Siddhartha absorbs the knowledge that the Samanas once imparted to him, it directs him to a different path.Through his constant longing for discovering truth, Siddhartha acquires more understanding that was essential to decode the puzzle towards truth. By the time Siddhartha absorbs the teachings of his previous spiritual life as a Brahmin and a Samana, and as he parts ways with the promise of Buddha’s enlightenment he goes to the town and experiences the domain of materialism; it took many years for Siddhartha to crash upon another realization; â€Å"I have had to experience so much stupidity, so many vices, so much error, so much nausea, disillusionment and sor row, just in order to become a child again and begin anew.But it was right that it should be so; my eyes and heart acclaim it† (96-7). Through experiencing another perspective of life, Siddhartha finally grasps the notion that truth is not defined by materialism. It is another milestone in his life, which forces him to reevaluate his life. Finally as Siddhartha encounters nature, represented by the river he finally locates the final parcel of his realization; â€Å"Within Siddhartha there slowly grew and ripened the knowledge of what wisdom really was and the goal of his long seeking.It was nothing but a preparation of his soul, a capacity, a secret art of thinking, feeling and breathing thoughts of unity at every moment of life† (131). In the terminal phase of Siddhartha’s realization, wisdom is reflected on his journey. Various directions prompt Siddartha to take up different lifestyles. Siddhartha’s encounter with the ferryman, Vasudeva impacts him the most in his journey towards self-unity; it is the ferryman who introduces the vast knowledge of nature to Siddhartha, whom Siddhartha eventually perceives, and ultimately attains peace.After Siddhartha awakens from his long unconsciousness to reality, he approaches a ferryman whom he adores his capabilities; â€Å" I also thank you, Vasudeva, for listening so well. There are few people who know how to listen and I have not met anybody who can do so like you. I will also learn from you from this respect† (105). Siddhartha’s appreciation of the ferryman’s listening capacity, the very first time they decide to venture together, directly highlights the ferryman’s importance to Siddhartha’s search. The peace that Siddhartha observes from Vasudeva’s image becomes his goal.When Sidhartha recognizes the ultimate power of the nature, in the moment of self-discovery, he remembers an essential person; â€Å"This knowledge matured in him slowly, and it was reflected in Vasudeva’s old childlike face: harmony, knowledge of the eternal perfection of the world and unity† (131). Through Siddhartha’s comparison of perfection to Vasudeva, demonstrates Siddhartha’s recognition of his predecessor’s great contribution to his realization. Moreover, Siddhartha exhibits his owed learning to the ferryman through recollecting his image to his experience of peace.Siddhartha explains to Govinda the great realization that Vasudeva came about; â€Å"When this holy man went off into the woods, he new everything; he knew more than you and I, without teachers, without books, just because he believed in the river† (147). Siddhartha illustrates the greatness of Vasudeva through explaining to his friend the realization that the ferryman once imparted to him. Through Sidhartha’s demonstration of his shared understanding with Vasudeva to Govinda, ascertains the vitality of Vasudeva in his search for truth.

Nursing Shortage In America

This paper examines the issue of nursing shortage in the light of the report published by the American Association Of   Colleges of Nursing on the subject . This report examines the issue in detail citing various reasons and issues concerning the problem . A brief overview of the report and further supportive facts are as under : Issue of Nursing Shortage: Ever since Florence Nightingale revolutionized nursing practices, nursing has been playing a pivotal role in the delivery of health care. This has been due to the ever increasing demand made upon the health profession in all stages of its delivery. With increasing population and the plethora of diseases to combat, hospitals around the world are facing a lot of problems, nursing shortage being one of them. According to a report published by the American Association of colleges of nursing it has been cited that recent researches have pointed out that an acute shortage of nurses is being observed in the different states across America. It is projected that by the year 2024 the shortage would increase by 340,000 as compared to the current shortage of 118,000 nurses. The reasons for this shortage are the short term policies which have been formulated in this respect (AACN, 2007). Influencing Factors : Though a lot of factors are contributing towards the shortage of nurses , however the five main areas which need special emphasis in this regard include: 1)  Ã‚  Ã‚  Ã‚  Ã‚   Training 2)  Ã‚  Ã‚  Ã‚  Ã‚   Poor job environment 3)  Ã‚  Ã‚  Ã‚  Ã‚   Increased patient turnover 4)  Ã‚  Ã‚  Ã‚  Ã‚   High nurse turnover and vacancy rates 5)  Ã‚  Ã‚  Ã‚  Ã‚   Slow rate of growth of nurses A lot of attention has been given to producing medical doctors, very less attention has been given to the training of nurses. The other reasons cited in the report are the poor job environment, increased burden of patients, lower turnout. These factors are constantly challenging the health professionals. This is having an adverse impact on patient care. With the time slot available for each patient the level of nursing care has decreased a lot since the past few years. The increased frequency of errors being reported is also a result of these shortages. Other Studies: Besides the fact sheet which has been prepared by the American Association of colleges of nursing , a lot of studies have been carried out on this subject. Due to paucity of space a few of them are being presented for review: In an article published in readers digest in 2003, by John Prekannan has very rightly pointed out that if significant attention is not paid to the currently dwindling nursing population might adversely affect patient care. The increasing family pressure on nurses and their failure to tend to every case was cited as among the reason for a higher mortality rate. Another important point which has been made is the aloof attitude the patients experience from the nurses involved in their care. As compared to yester years when patients were received warmly by the nursing staff the present day health care is a constant reminder of the toll inadequate staffing may take on the already overburdened nurses (John Prekannan, 2003). In another research project which has taken a look over the reasons for this shortage has brought four main points in the lime light viz ageing workforce, declining enrolment, changing work climate and poor image of nursing (Goodin 2003). The answer to all these problems lies in formulating policies to combat this dearth of nursing professionals. Adequate resourcing and financing is the key when it comes to training programs. The grants which are being offered for the revival of nursing industry are not the only means of a revival but to change and bring about a powerful image of the nurses and to glamorize the profession is the key (Chandra , 2005)   . Solution : The focus needs to change from producing just doctors to the production of quality nurses so that the new trends and advancements which are taking place every now and then in the medical filed can be put into practical use by the sufficiently qualified nursing staff. Nursing programmes should be devised so that nurses may have a chance to develop and groom themselves according to the needs of the modern society. References American Association of Colleges of Nursing, Nursing Shortage Fact Sheet, Published 2007 John Pekkanen, Nursing shortage is America’s biggest health care crises, Article published in Reders Digest, September 2003 Janiszewski Goodin HGoodin , The Nursing Shortage in The United States Of America-an integrative review of literature, Published din Journal of advanced nursing, Volume 43 , Number 4 , August 2003. Chandra, Ashish, Willis, William K Importing Nurses: Combating the nursing shortage in America Copy right 2005 Heldref Publications   

Stalin: man or monster?

Source A is very different to sources B and C. Stalin is shown standing by pyramids ‘visit Russia's pyramids'. The picture is symbolising the results of Stalin's policies in which many people died. Stalin is showing no emotion. Sources B and C are very similar in that they are both showing Stalin as a popular, liked man. In source B it shows him with some of the workers on a hydro-electric power station. Stalin looks very relaxed and casual standing with his hand in one pocket and holding his pipe. However, the painting is an official soviet painting so it was probably manipulated to make Stain look good with happy workers. Source C was taken by a soviet photographer so the picture was probably planned on purpose to show Stalin's popularity and to make it look like all the people adore him. Sources B and C give very similar impressions of Stalin, showing him as a loved man. Whereas source A gives the impression that he is a monster. Source D is a speech written by a writer to the congress of soviets in 1935. The speech was published in Pravda, the paper of the communist party. The fact that it was published in Russia in 1935 already tells us that this source has probably been manipulated in some way to make Stalin look better. The only reason people would lie about him is because they were terrified of him so they had no choice but to suck up to him or face execution. This article does show us how Stalin had many people terrified and you can see this in the source because of how fake and obsessed the writer is. However because of the purges most of the stuff written about him was propaganda. Therefore meaning the information is of little use as it is purely either opinion or fake. I believe that the fact Bukharin's speech is written after becoming a victim of the purges and the fact it's written in Paris, where he is out of Stalin's control makes his assessment more reliable. The writer expresses his anger and hatred towards Stalin. Yet I think the reason Bukharin's assessment is reliable is the fact that he was very close to Stalin in helping him against Trotsky. Nonetheless he then fell into disagreement with him and he became a victim of the purges, but managed to escape to Paris, in exile out of Stalin's reach, meaning he can not be caught and punished. Khrushchev's speech is talking about how distrustful and truthfully scared Stalin was. This assessment does match others in saying how terrorising and malicious Stalin could be. For instance, the purges were an example of how Stalin would block any threats and oppositions by destroying them. Furthermore the fact that the speech was delivered in 1956 after Stalin's reign also makes the speech more likely to be accurate and trustworthy. Source G is showing Stalin as the judge prosecuting 4 defendants. They are all sarcastically admitting what they have done as they know even if they plea ‘not guilty' they will still be sentenced. The fact they will be sentence no matter what is shown in the background of the picture where you can see the gallows. Source H shows Stalin in the court, but in every position or role. This illustrates how Stalin manipulated everyone in the soviet party. Stalin was in effect, the Judge, the Jury, the Witness, the Clerk and the prosecutor. They were called ‘show trials' for a reason, that they were for show. The defendant was already a ‘dead man' before he had entered the court. The trial was purely so Stalin could say, ‘I gave them a chance'. Both sources are very similar in that they both give the same message, that Stalin was always in charge and that there would always be the same outcome in the verdict. Source I is from a biography of Stalin published in 1947 in Russia. This shows that what was written was probably fake or inaccurate as it was during the purges, meaning that the author had the fear of execution. Source J on the other hand was written in 1974 in Britain long after Stalin's rule. This means what is said about him is more likely to be true as there would be no fear of being prosecuted. Also the cold war was going on in 1974 so Britain was fighting against Russia. Yet I believe this could mean that the assessment is exaggerated because of Britain's dislike towards Russia at the time. Although we know they both disagree about Stalin we deduce this because of when and where they were written and our knowledge of what would happen to people who spoke out about Stalin. Most of the evidence shown in the sources points to Stalin as being a monster. After studying and analysing sources, A, D, E, F, G, H, and J, they all show or explain how evil, malicious and cruel Stalin was. It is only sources, B, C, D and I, which are either praising or supporting him and this is only because the artists or writers are either terrified or their assessments have been manipulated in some way from fear of execution. Different sources of information I have read indicate that Stalin was a monster For instance, to start with Stalin stated his 5 year plans. They consisted of different aims: to provide machinery and other equipment to farmers, to catch up with the western world so they were less dependant on industrial goods from other countries and finally to produce more armaments so that Russia could defend itself from attack. Although these aims sounded good they never actually happened. Stalin then introduced the purges. This was simply to a way to get rid of any opposition or threats. Stalin would find someone that had been opposing him in someway (even if it was that they spoke better than he did). He would then have them put on trial (know as show trails) and they would be found guilty and executed, hence out of Stalin's way. The Purges claimed over 10 million people's lives. Collectivisation was introduced for people in each village to join their farms together to make one large collective farm (Kolkhoz). Every one as a whole would then be able to afford the machinery and be more efficient. Because no-one listened there was a famine so Stalin made collectivisation compulsory. Peasants hated the idea so killed all their livestock and burned all their crops. Those who had done what Stalin said proved that collectivisation had worked and that numbers in cows and grain had gone up approximately 10 million in 25 years, but it is debateable whether this was a huge success, to the extent that many lives were ruined and many livestock and crops destroyed. Stalin had many people employed to work on building dams and bridges. However, many of the workers were slaves and kulaks. Strikers were shot, and wreckers could be executed or imprisoned. Thousands died from accidents, starvation or weather. Housing and wages were terrible; they would have to do a certain amount of work in their shift or they would go without food. Stalin's 5 year plans also came into this, he would often set an aim to complete a dam in 1 year, then when it was finished he would congratulate the workers and say ‘as you did so well, you have two more dams to do in the same amount of time'. This would then continue on and on. On the other hand, it could be argued that there were things that Stalin did during his reign that did benefit Russia. During the war Stalin helped by co-ordinating the arms production and making sure everyone was fully equipped. He was also very good at bringing everyone together and motivating people to fight for their country. Although collectivisation was not a huge success it did increase some of the numbers of livestock and grain farmers were producing, which arguably means that the idea did work. He did also have some other achievements, such as: Turkestan-Siberian railroad, the Dneiper dam and the Belomor canal. Some of the sources do support Stalin and show him as an adored man. Even though we have been looking at how most of the assessments are likely to of been manipulated, Stalin would have had some followers that were with him and supported him when some of the pictures were taken. Throughout Stalin's reign there were many things that he did that were horrific and malicious that did make him a real monster and from the research that I have collected I believe him to be just that, yet there were some things that he did for Russia that were in his favour, the main one being that he did, at a heavy cost, bring Russia foreword along way, and that did make his seem like a real man.

Internet Personal Security Is Not Absolute Essay

Internet is the most trending and most widely used in today’s generation, either it is used for communication, used for sharing files and documents, for making new acquaintances, or just for own enjoyment. People can also use the internet when they want to socialize with others, when they want to share what’s on their mind and the on goings of their lives, when they want to know what the trending topics like news and scandals, or when they want to post some pranks or scum other people. Internet usability can either be a great help to everyone or it can impose a threat to someone or somebody. People think that when they post something online, whether it is good, bad, privately, or publicly, that information is safely sealed and secured. But the truth is, it can be freely access or easily steal from them. Hacking, viruses, trojans, and especially own self are some of the reasons that threaten internet security. Among all of these examples, hacking is on the top list. Even though there are some laws against hacking like the Republic Act No. 10175, also known as the Cybercrime Prevention Act of 2012, it is not enough assurance to protect the people against hackers and it doesn’t improve the internet security. Changes need to be made in the law to increase internet security, and find and punish cyber criminals. Additional laws to stop cybercriminals and necessary, unenforceable, and could infringe upon interest users rights to privacy and the growth of the internet. The issue here is that the internet security is not that secured for users or for people to rely upon. People can hide their files thoroughly or limit the number of people who can access his or her private account but sooner or later that information will be publish and revealed publicly with or without his or her approval. There are different explanations on why this information once hidden and now visible seen by many people, but the most common reason is that â€Å"your file/ information is being hacked†, it can be an expert hacker or you have been chosen for someone’s prank or hobby. In strict definition of â€Å"hacker†, according to Rouse, M. (October, 2006): â€Å"Hacker is a term for â€Å"a clever programmer† who wanted to break into someone’s computer systems. These are people who enjoy learning details of programming language or system. They want to further their knowledge and skills in a particular computer language. Typically, the hacker is either proficient programmer or engineer with technical knowledge on the weakness and vulnerability of the computer system. (Rouse, M. (October, 2006). Definition: hacker. Search Security. Retrieved on January 23, 2013 from http://searchsecurity.techtarget.com/definition/hacker).† Like the given definition, because of the hacker’s hobby of exploring and gaining more knowledge on his preferred programming language, he will not give a care on whose account he is butchering, as long as he increases his understanding and skills on his chosen subject. He will not consider if it is personally- owned or government-owned accounts, as long as it interests him, he will do anything on his power to hack that website. Like for example the issue of hacking some government and civil society websites in the Philippines. According to Kabiling, G. D. (October 2, 2012): â€Å"The Anonymous Philippines (as what the hackers describe theirselves) hacked different government and civil society websites, namely: Police Community Relations Group (PCRG) of the Philippine National Police (PNP), Maritime Industry Authority (Marina), Intellectual Property Office (IPO), and Department of the Interior and Local Government (DILG). The reason for their attacked is to voice out their pr otest and opinions on implementing the Cybercrime Prevention Act of 2012. (Kabiling, G. D. (October 2, 2012). More Gov’t Websites Hacked: Cybercrime law in effect starting Wednesday. Manila Bulletin Publishing Corporation. Retrieved on January 24, 2013 from http://www.mb.com.ph/articles/375681/more-gov-t-websites-hacked#.UQGDCScUuBw).† There is also a hacking issue on American banks, which according to Staff, R. (September 20, 2012): â€Å"The hacking of websites and corporate networks at Bank of America, JP Morgan Chase & Co and Citigroup began in late 2011 and escalated this year. According to one of their sources, the attacks were in response to U.S. sanctions on Iranian banks.† The two issues are both similar and different. It is similar because they reported about different hacker’s interfere someone’s computer system. Different because on the first issue, hacking the government websites, the hackers introduced their group and post the reason why they block the websites and on the second issue, the hacker denied their involvement even though many evidences are pointing towards them. Hacking is the most dangerous hobby. Even though the Philippine government implemented the Cybercrime Prevention Act of 2012, it cannot give assurance on protecting the people. The Philippine government must change this law and focus more on the most problematic cybercrime issues. Government must strengthen the internet security in order to lessen the attacks of the hackers to the innocent people who freely use the internet. And in order to accomplish the changes they must first know why the internet security is absolute? Who are the people affected and can use the internet security? How someone knows if the internet security they use can either be helpful or can trigger harm to them?