Grades Encourage Students to Learn

GRADES ENCOURAGE STUDENTS TO LEARN There are many ways to encourage students in school such as prizes, and compliments . In fact, by giving motivations and inspiration, grades are always the most important and highly effective methods in assessing students’studying archivement . First, grades give students motivations in studying. Some students might study better when they are appreciated by his teachers and classmates. Therefore , they try to be a role-model in class and make other student to attempt to be like them.In addition, some campus student are motivated by rewards from school or even from their parents. They may give their children a good vacation or some money as a gift . Schools also reward good grades students with scholarships which are helpful in financial issue . Moreover, high grades are always an important purpose for student in their study. Grades are not only important in study but also ensure their future. Many companies choose people with high grades cert ificates.In short , people’s appreciation, valuable reward and a good career are some reasons that give students purposes in studying . Another reason for encouraging students to learn is that grades inspire students in studying. In university, they play an important role in stimulating students' passion for learning. Subjects with high grades will make students happier and more passionate so that they put a lot of effort in the search for innovative learning. In addition, the more grades you get, the more knowledge you have.Good grades earned by the reasons that a learner has to study hard, does more research, consolidates his knowledge to achieve good grades. At the end, learners will have both knowledge and good grades. In short, grades make students learn with inspiration because of the passion and knowledge which come along with good grades. In conclusion , grades encourage students to study . This is because grades give students motivation and inspire them to learn. How ever,students should learn honestly, cheating does not help them and even brings troubles to them.

Family and Father Figure

Darian Peavy Professor Meehan Writing 101 6 April 2013 Fatherless I remember always thinking to myself as a kid: Was it my fault that my father wasn’t around? Was it my fault my family is struggling? My fault we can’t afford nicer things? While I would see the other kids getting picked up by their parents after school while I’m waiting on the school bus to take me home. At times it hurt, especially when I had to teach myself everything a father figure should have.Life without a father or in a single parent household has a burden on children, but it’s something that many children face in America today. It’s sometimes the reason why kids grow up and stray the wrong direction in life and then they grow up putting their children through the same thing they went through. Being fatherless is actually something that a lot of children suffer with in America, and it’s a vicious cycle that continues to run rampant through communities, both bad and good . â€Å"One-third of American children are growing up, without their biological father, according to the U.S. Census Bureau. In the past 50 years, the percentage of children who live with two married parents has dropped 22 points. During that same time, the number of babies born to unwed mothers jumped from 5 percent to 40 percent† (Stuart). It happens in many different ways, which include: one night stands, divorce, separation due to imprisonment or death, and etc. One situation that sticks out to me because it actually happened to me is the father walking out on his family, either after the child is born or before.When this happens the father usually has no idea the impact on the decision he has made. Most times its out of fear, he thinks he’s too young to have a child or family. Other cases include the father leaving because doesn’t want anything to do with the child. So he leaves with the thought that the child would be better off without him, when in fact h e’s making things worse. When this happens it causes children to blame themselves for what’s happened to them, to blame themselves for what’s happening to their family. They grow p questioning everything they see, without receiving any answers. They end up having bitter feelings or being jealous of other kids, and they struggle mentally and physically. â€Å"The growing trend of father absence could have grave implications for society, researchers say, because having dad around has been linked to important developments in a child's physical, emotional and behavioral health† (Stuart). In doing this they end up making a lot of the wrong decisions, end up struggling in school, and may end up committing crimes or dropping out of school.Another thing it causes is MORE children to grow up without fathers in America. This happens because children without fathers tend to experiment sexually sooner than other children, so they end up doing the same thing their fat her initially did to them. There has been a lot of research done on single parent households in collaboration to them growing up without fathers, some of the facts that were found are:   Young men who grow up in homes without fathers are twice as likely to end up in jail as those who come from traditional two-parent families. 3% of youth suicides are from fatherless homes. 85% of all children that exhibit behavioral disorders come from fatherless homes. 71% of all high school dropouts come from fatherless homes. Boys who grow up in father-absent homes are more likely that those in father-present homes to have trouble establishing appropriate sex roles and gender identity. The likelihood that a young male will engage in criminal activity doubles if he is raised without a father and triples if he lives in a neighborhood with a high concentration of single-parent families.Lastly, in a longitudinal study of 1,197 fourth-grade students, researchers observed â€Å"greater levels of agg ression in boys from mother-only households than from boys in mother-father households† (Parker). It’s very sad that all of that can be caused simply because a father is not around. Sometimes children don’t become a statistic and actually close the cycle they’ve been put in, but others aren’t so lucky. A child can grow-up just with his or her mother, but there are things that a mother just can’t do.She can’t stop her child for blaming himself or herself, and she can’t stop the mental and physical burden that her child has to endure. Yes, as a mother she can handle everything on her own, but in the end the child still wonders. I had a wonderful mother growing up, and I appreciated everything she did for me. As her son there were things I just couldn’t ask her or talk to her about: I couldn’t ask her about woman, how to talk to a girl, how to get a girl to like me, or even about sex. So I had to experience things on my own, I had to learn the hard way in most cases.I fell right into the statistics that haunt fatherless children, I did horrible in school, I ended up smoking marijuana, indulged in sexual activities at a young age, and ended up not graduating with my class in high school. Luckily I realized what road I was taking before it was too late, and sometimes all that takes is someone to step up, come into your life and be that father figure. For me, it was my Marine Corps Recruiter, I finally had someone to talk to me about the things I should have already known if I had a father in my life and if it wasn’t for him who knows where I would be right now.Not every child is lucky enough to have experienced what I did, some of the friends I had growing up ended up with kids at an early age, ended up in prison, or are just completely unhappy with their life. There’s one thing I promised myself when I was younger because of my experiences, and that’s is: No matter the situat ion or current point I am in, in my life, I will never have my seed go through what I went through growing up. I haven’t had any children yet for that reason; I’m waiting until I know for a fact that I’m ready, mentally, physically, and financially.Sometimes I even catch myself being happy that I grew up the way I did, I made some poor choices and mistakes that I learned from, and I probably wouldn’t be the man I am today if that would have happened, so for that I am grateful. Change is something that needs to happen not only in America but all over the world. Men as a whole need to start taking responsibilities for their actions and being there for their children, even though with some cases it is hard especially when the father loses all custody for his child, but even this is no excuse for not being around.Like I said earlier, women are strong and can handle anything you throw at them, but there are still things a woman can’t teach her son or da ughter. It doesn’t seem like much but a father or a father like figure makes a significant difference in a child’s life, that it could be the difference of being depressed to happy, successful and unsuccessful, prison or not, or even life or death. Works Cited Stuart,  Elizabeth. â€Å"Fatherless America? A third of children now live without their dad. † Deseret News. , 22 May 2011. Web. 4 May 2009. Parker, Wayne. â€Å"Statistics on Fatherless Children in  America. † About. com Guide. Web.

“One Out of Many” by V.S. Naipaul Essay

Read â€Å"One Out of Many† by V.S. Naipaul (in the Anthology, A World of Difference, pp. 261-94). Discuss the ways in which the author explores the concept of freedom in the story. â€Å"One Out of Many†, a short story by the famous Trinidad-born British writer V. S. Naipaul, first published in his anthology In a Free State in 1973, is a story which concerns a young Indian man from Bombay who starts a new life and struggles with his own personal identity in the city of Washington D.C. Through narrative structure within the short story Naipaul seems to question the meaning of freedom, and what constitutes freedom on both a societal, and personal level. In order to fully explore the theme of freedom within the plot and the narrative of â€Å"One Out of Many†, it is worthwhile to mention a few of its key elements, and how they fit into a wider political, and social context. There are a number of important events that happen to the main protagonist, Santosh, that help to shape his own sense of self identity and thus bring him to question the freedom which he has in his own life. The first of these events is Santosh’s emigration to Washington D.C. with his employer, which causes Santosh to leave his wife and two children behind. Even at this early point in the story Santosh is divided. â€Å"Was there a job for me in Bombay?† Santosh questions himself, showing a reluctance to stay on in his native city without the security that has been provided for him by his vocation and his employer. Sometime into his stay in Washington D.C., Santosh seems to gain a greater sense of self-identity (which will be looked at in more depth later), and a sexual encounter with a â€Å"hubshi† woman at the time of the race riots in Washington D.C. leads him to abandon the life he has with his employer and to become a more independent citizen. This leads our protagonist on to what could be seen as one of his most important realisations in terms of his own sense of personal freedom within a wider context. Having met an Indian restaurant owner named Priya, Santosh discovers that a lot of his fellow employees within the restaurant are  indeed Mexicans who wear turbans in order to give a faà §ade of being Indian men. â€Å"Their talk amid the biryanis and the pillaus was all of papers and green cards,† notes Santosh, â€Å"They were always about to get green cards or they had been cheated out of green cards or they had just got green cards†. It is this talk of legal and illegal citizenship that leads Santosh to question his own freedom within US society, and eventually make a very important decision that will bring him a certain amount of freedom. Naipaul uses first person narrative effectively in order to bring the reader closer to the main protagonist, Santosh. Through this first person narrative the reader gains an insight into Santosh’s naivety within his new surroundings in Washington D.C., and his initial experiences within it. At times, therefore, it could be said that it is necessary for Naipaul to portray Santosh as a rather simplistic character in order to show just how little Santosh knows of the USA and the cultural differences between it and his native Bombay. Naipaul manages to achieve a much more, it could be said, â€Å"personal† experience for the reader through these means, with the reader also also being able to feel the same â€Å"fish out of water† feeling that is portrayed throughout Santosh’s travels and the â€Å"adventure† which unravels before him. Naipaul really emphasises the theme of freedom when Santosh seems to speak directly to the reader, and this is no more evident than when Santosh, upon realising his living space is a cupboard, says, â€Å"I understood I was a prisoner. I accepted this and adjusted †¦ I was even calm†. He is a prisoner not just of circumstance, but of his place on the class ladder. Later, upon leaving the confines of the cupboard and going on his â€Å"adventure†, he pursues what some would call the â€Å"American Dream†, and it is effective how Naipaul seems to allow the reader to question themselves with regards to just how â€Å"free† Santosh becomes. Another example of this effective use of first person narrative is when Santosh describes his guilt and desire for repentance directly after what he sees as a shameful sexual encounter with a â€Å"hubshi† woman. Incidentally, this is a key event in Santosh’s eventual pursuit of freedom. Throughout the story Santosh seems to gain a greater sense of identity, and a stronger perception himself. On his flight to Washington D.C. Santosh, thrust into an environment which is entirely alien to any aspect of his life  in Bombay (which is described thoroughly and affectionately at the beginning of the story), Santosh immediately begins to note the reactions that people have to him. He especially notices an â€Å"airline girl†, and notes that â€Å"[she] didn’t like me at all†. The girl then proceeds to ignore Santosh, and this first cultural encounter with Western people who look down upon his somewhat shabby appearance teaches him to question the way he comes across to others. This is reflected throughout the story in Santosh’s various mentions of mirrors, and his own reflection within them. It is later on when Santosh has his first walk through the streets of Washington D.C. that he himself finds himself looking down on other people – the â€Å"hubshi† people, or African Americans, whom he has never encountered in his own life until then. Even though Santosh himself has been looked down upon by many people on his journey west, for example the aforementioned girl on the plane, he still percieves the â€Å"hubshi† people to be below him, an opinion which was held very widely at the time the short story is set. Meanwhile, Santosh seems to constantly fight an internal battle between his old spiritual identity, and the more materialistic, consumerist American way of life. By writing in the first person, the author really outs this point across as the reader is given a deep insight into the inner turmoil that Santosh experiences as a result of his own culture shock. A key incident in the short story which makes Santosh think about the differences in these two cultures is when a wealthy man comes to dinner, and seems to insult his employer by describing an incident in which he paid a servant to cut off a statue’s head within a temple in India. Santosh’s disagreement with this sacreligious, â€Å"illegal† act is heightened by the reader’s existing knowledge of Santosh’s own spirituality, which is derived from a previous incident in which Santosh described praying to ornamental Eastern statues which have been erected in his employer’s apartment. From a political point of view, it could be said that it is somewhat crucial that Santosh arrives in Washington D.C. during the civil rights movement in the US, shortly before the race riots of the 1960’s, which occur sometime into the story, with Santosh describing â€Å"the city on fire†. Even though Santosh is looked down upon by many people he encounters on his journey west, for example the air hostess on the plane there, he still percieves the â€Å"hubshi† people he finds in  Washington D.C. as below him. This is highlighted by many of Santosh’s statements throughout the short story, and indeed when he questions i f his punishment for having sex with the hubshi maid may be being reincarnated as a â€Å"hubshi† himself. It could be argued that the character Santosh’s lack of freedom in his own life is shown by Naipaul by the number of things that happen to him in his life that are out of his control. However, this seems to be altered towards the end of the story with Santosh’s final decision to marry the hubshi woman who has sought him out in order to gain legal US citizenship. This piece of advice is ultimately suggested to Santosh by Priya, who has seen Santosh living with anxiety in the knowledge that he is an illegal immigrant and could be deported. On a purely societal level therefore, Santosh has gained a superficial form of freedom through his marriage to the hubshi maid. The power that the short story has, as a medium, to convey many ideas and concepts within a relatively short narrative space is, it could be said, proven by the many concepts and themes that V.S. Naipaul explores within the story. All of these themes seem to relate back to the concept of freedom. In the first few paragraphs of the story alone, Santosh brings up many of the ideas that are explored throughout his change of setting and his struggles brought on by it. He describes the â€Å"respectabl e people† as opposed to â€Å"riff raff†, and then, while observing â€Å"the workings of fate†, mentions â€Å"the importance of his employer†. This could be seen as a metaphor for the question that the whole story centres around, and that is, how much freedom does the character Santosh have, and how much of his life is ultimately in his own control?

Health Care Reform Essay Example | Topics and Well Written Essays - 500 words - 1

Health Care Reform - Essay Example Attorneys representing the state of Missouri allege that 71.4% of voters in this state are not in support of this act. Among dissatisfied voters are the elderly individuals receiving medicare. Under current laws excluding the passage of the Health Care Art elderly individuals qualify for specialized programs due to their age. The Health Care Act will eliminate many of these programs leaving seniors to pay large amounts for health care services. Virginia attorneys in a separate lawsuit claim the Health Care Act requires individuals to purchase health insurance coverage or pay additional premiums. With the choice left between paying additional premiums and elderly individuals forced to compensate for medicare benefits/programs lost many individuals are wondering how they are going to survive financially. According to Glover(2010), "A woman told Lauer she has to make a decision each month on whether to make the house payment or prescription drugs. "We shouldn't have to have those situat ions going," she said" (pp. 16). Under the new reformation of this act individuals that do not purchase health insurance will be required to pay an annual penalty of $695.00 leaving many individuals frustrated. However frustrations extend beyond these two states. Separate lawsuits have been filed in twenty-one states alleging constitutional rights are in violation.

Trust and Household Finance Term Paper Example | Topics and Well Written Essays - 1000 words

Trust and Household Finance - Term Paper Example Research has it that the enhancing of individual trust to the right amount can improve the well-being of household finance. 1.0 Introduction Recent statistics have brought it to light that more than a third of the American adults who are approaching their 50’s have no retirement plan. They have also shown that more than half of the households in the country do not own any stock. It is very important to know the determinants of decisions in household finance. This is essential in the management of debt. This paper shows that trust is a major factor that affects the management of household finance. Trust is the fundamental confidence that is found in an individual towards others in return for something that was promised. A casual impact on trust is inflicted by an individual’s cultural background and early life experiences on the value of the trust. A trusting individual is many times more likely to put up investment in the financial markets in the belief that they will o btain a fair return on investment, and this encourages the individual to invest. Trust should thus promote investments. Trust also promotes responsible borrowing since when an individual is trusting then he or she is also taken to be trustworthy. Trusting individuals are thus expected to make more real and financial investments, they are also expected to comply with the financial contracts that they enter and avoid on taking excess debts. Because of this, an individual will save more and have better management of debt and their net worth will increase. Negative financial outcomes can greatly affect an individual’s level of trust. Trust has dynamic dimensions that arise from cultural influences and experiences in life. The extent, to which an individual trusts another, embodies in the core values that are inherited from family, religion, cultural and ethnic backgrounds, and are influenced by the individual’s life experiences and the characteristics of the community memb ers whom the individual interacts with in life. This are called the non-economic factors of trust. Prior literature has had it that these non-economic aspects of trust play major roles in financial decision making, in households. 2.0 Motivation and Hypotheses 2.1 Trust and Economic and Financial Decisions: Individual Level Evidence Research has shown that trust has appositive effect on the aggregate political and economic phenomena. It has shown that a higher level of trust in a region or nation is correlated with more economic investments and growth, less corruption and higher tax compliance among many other issues. Few studies have been carried out on the effect that trust has on the outcomes of the economy at the individual level (Jiang & Lim 1). Though these studies show that trust has a positive effect on the monetary and economic well-being of an individual, they fail to offer a comprehensive analysis of the effect that trust has on household finance. None of these studies ana lyzes the effect of trust on debt management (Jiang & Lim 8). 2.2 Hypothesis Development Trust is very likely to play a role in economic activities where transactions take place over a given period and an individual need to rely on the future and the observable actions of other people, such as their saving and investment decisions (Jiang & Lim 2012). Prior studies have shown that individuals who have the aspect of trust participate more in the

BUSI 2060 Personal Finance Assignment Example | Topics and Well Written Essays - 500 words

BUSI 2060 Personal Finance - Assignment Example Second, a whole life policy combines a term policy with a cash investment component. The cover will remain relevant even when she changes employers unlike the group policy. I disagree because a large amount right would mean that she pays higher premiums. This is almost impossible because she has four dependants and her job would not provide adequate income to cover for all the living expenses including the insurance policy (Brown, Chambers & Currie, 2001). A whole life insurance policy is the best guarantee because a percentage of the premium can be used in creating a cash value. Afterwards, the cash value can be used to pay off the entire policy after a few years. A whole life cover is also desirable given that it ensures that a policy holder saves on taxes. Generally, a whole insurance policy would have a high cash value in the event of death and this could mean that dependants will have enough to support them. I disagree with the young couple because the insurance cover is almost half the combined income of the household but does not spread risk. The two couples earn an annual combined income of $57,000 and incur $25,000 as insurance expense. The amount of insurance does cover most of the risks but does not cover for the death of the head of the family (Brown, Chambers & Currie, 2001). Should the man die, the mother of the children will be forced to cover for both her insurance expenses and that of the children. She earns an annual income of $12,000 while the combined insurance expense for the survived family members is $15,000. This means that she will be forced to renegotiate the insurance cover of which it will expose the family members to additional risks. I agree with the retired couple because the surrender value is less than half of the whole life policy. The two do not have dependents and can survive on their pension income as well as their investments. They have reached a late stage in their life and cashing in $12,200 would mean that they

Early years an infant mental health Assignment Example | Topics and Well Written Essays - 2750 words

Early years an infant mental health - Assignment Example With the points made above, the use of circle of security will be identified as a vivid example of a strategy for gaining attachment that distinguishes love from secure attachment (Breggin & Breggin, 2009). One important aspect of the circle of security intervention that is going to be a immense help to subjects in the case study, especially the caregiver is that the intervention focuses not just on the child or the mother but on both the parent and the child. This is because Szalavitz and Perry (2010) examples that as a secure attachment bonding intervention, circle of security focuses attention on a child’s emotional connection with the primary caregiver, who in this case is Emma. This type of emotional connection takes a very long walk in the life of the child and caregiver, starting from birth and developing at a very rapid rate into the first two years of the child’s life, and thereafter. The core merit of the circle of security therefore has to do with the fact th at the nature attachment and bond that needs to be developed between the mother and child will start right from the onset of the intervention because it does not isolate the emotional needs of the child from the series of tasks that are designed in equipping the caregiver with the skills of offering secure attachment.Another important aspect of the proposed intervention is that it is made up of well identified stages that make it possible for the service provider to clearly identify the needs of the patient and rightly apportion remedies to them. (Daws, 2009). For example the pre-intervention stage is to undertake a child and caregiver classification and rating that seek to rightly measure and quantify the degree of child and caregiver problem. This is however done as a product of the assessment procedures that are carried out. In often times, the child and caregiver classifications and ratings will be undertaken as a codification process for the results that are gathered at the pre -intervention level. For example from a child’s perspective where videotapes and questionnaires are used in the assessment data collection, a clinical psychologists will code the results

Sales Pitch Wk 7 Essay Example | Topics and Well Written Essays - 500 words

Sales Pitch Wk 7 - Essay Example Raise the proposal continuously? The proposal could be raised continuously through two approaches: by monitoring the performance of proposed changes and reporting the outcome to management; and by elevating the matter to senior management through performance reports to propose wider target markets (additional schools and universities), as deemed necessary. Package the issue incrementally? Packaging the proposed new product incrementally could mean recommending increasing either the volume, product sizes, or product variants to the target market depending on performance and demand. Tie it to profitability? Bundling techniques mean linking the proposed change to other ideas or issues. In this case, a proposal to market new products to schools, for instance could be tied to profitability by proving to management that the pro-forma financial statements would indicate profits of so much if the projected volume would be sold in a particular time period. Tie it to market share or organizational image? Tying the proposed launching of a new product to market share or organizational image simply means that by targeting children, the market share of the organization would increase by, say 10 to 20% within the defined time frame. The effect would boost organizational image as patronizing a new product through children in school have potentials for brand retention and repurchase. Tie it to concerns of key stakeholders? Key stakeholders include shareholders (who would benefit from increased profits and returns), employees (would be motivated with good financial performance), consumers (needs would be satisfied), community (a healthy product would benefit the community in terms of emphasizing proper nutrition that would be derived from the new product which is needed for child development). Tie it to other issues? The new product could be tied to corporate responsibility and environmental protection. The proposed product must use environmentally promoted packaging

SOCIAL MEDIA AS AN EFFECTIVE MARKETING CHANNEL Essay

SOCIAL MEDIA AS AN EFFECTIVE MARKETING CHANNEL - Essay Example 53). It is also playing a key role in the overall community building. There are many types of social media that help people communicate with each other and develop business relationships. However, social media mainly refers to the social networking websites that play a dynamic role in the personal and professional lives of people. Some of the main business benefits of using social media include provision of an effective marketing platform, ability to reach large audiences, and improved customer service. In this paper, we will discuss the value of social networking websites for advertising, customer service, and as a community building tool. The paper will also include a discussion on the value of social media as an effective marketing tool. 2. Social Media as an Effective Marketing Channel Social networking websites are playing a valuable role as effective marketing channels for all types of companies whether large, small, or medium-sized (Kelly 2013). With the advent of the social m edia as an effective network for marketing and advertising, companies started using social networking websites for achieving better response, as well as to provide customer service through enhanced level of interaction with the customers of the company (Richardson, Gosnay and Carroll 2010, p. 58). â€Å"The main goal of social media marketing is to ensure high participation of target audience in campaigns and content shared by the company† (Rajarammohan 2012). It is imperative for a company y to know the needs and demands of the customers for the provision of best products and services. Managers use a range of tools to gather required information because without the information of customers’ requirements, it is not possible for a company to deliver customer value properly. Social media marketing helps managers and concerned employees in contacting the customers of the company directly to know their requirements and preferences. Today, many small and large companies for m manufacturing and retail industries are focusing of the use social media marketing to customize their products in accordance with the customers’ preferences, as well as to deliver their message in a more effective and conventional way to the target audience. Social media marketing refers to marketing using social networking websites and other forms of social media (Weinberg 2009, p. 4). Gone are the days when people used to visit products’ dealers and companies personally to know the functionalities and specifications of their required products. Today, most of the people use internet and related media to get all information about the products that they want to buy. For example, the number of people using online portals and websites for shopping is increasing with every passing day. The reason is that they do not need to waste their precious time going to markets and collecting information about different products. Today, internet has become the biggest and the most c onvenient marketplace where trading occurs in the same way as it occurs traditionally. The role of internet in this regard is evident from the fact that some popular social media websites, such as, Youtube, Twitter, and Facebook receive millions of clicks every day regarding product information (Rajarammohan 2012). The role of Youtube seems to be on the top in this regard as millions of people use this website to gather information about different products and services. For example, if a person aims to buy a new mobile phone of a particular company, he/she is most likely to open Youtube and see different videos related to that mobile phone. This is the reason why almost all major brands

Nitrophenol Essay Example for Free

Nitrophenol Essay Abstract: Using a micro scale steam distillation we separated ortho and para-nitrophenol from a mixture that was already made. After the para and ortho were separated we measured their melting points and compared it to the literature values for purity. For ortho-nitrophenol we had 60% recovery and for para 160% recovery. Our melting point ranges were ortho: 45-46Â °C and para 64-95Â °C. Introduction:Â  Nitration: In phenols, -OH group strongly activates the ring system. As a result, phenols are susceptible to oxidation in the presence of concentrated nitric acid (HNO3). Thus, nitration of phenols is carried out with dilute nitric acid and results in the formation of o-nitrophenol and p-nitrophenol. The o-nitrophenol is steam volatile and the mixture of o-nitrophenol and p-nitrophenol is separated by steam distillation, in our case using micro scale measurements for safety and time consumption purposes. (Electrophilic aromatic substitution) We used steam distillation because we are distilling under 100Â °C; above 100Â °C is H2O. Looking at the volatility of o-nitrophenol compared to p-nitrophenol, the p-nitrophenol has intermolecular hydrogen bonding and it occurs due to a large number of molecules are associated together. This association in the p-isomer makes it less volatile. However in o-nitrophenol, intramolecular hydrogen bonding occurs and thus, it exists in a monomolecular state making it more volatile. Results/Discussion: Using a sand bath for transferring of heat through the distillation which was sitting on a hot plate. Using a small round bottom flask which was attached to Hickman’s distillation head and then we attached water through the openings. Using 1.00g of the prepared mixture we placed it in the round bottom flask along with 1.00mL of ethanol and then filled it about 2/3 with water. We added a magnetic spin-vane to the flask as well. We collected the yellow waxy ortho-isomer from groove in Hickman’s distillation head using a Pasteur pipette. We made sure that the solids did not accumulate as this would clog the condenser. If it did we would just turn off the cold water momentarily and the hot vapor would melt the solid. The distillation took about 45 minutes and even though this was the specified time period for distilling the mixture, we felt as though much of the ortho-isomer was left in the small round bottom flask along with the para-isomer and the spin valve. In order to characterize the 2- and 4-nitrophenols, we need to determine their melting points. We compared our results to those in the literature. Data:Â  *some ortho solidified in the Pasteur pipette so there might arise a percent error from this as some ortho was left in there. *we assumed that the starting mixture was about 50% each of o- and p-nitrophenol.

UV-Protective Effects of Soy Extracts in Cosmeceuticals

UV-Protective Effects of Soy Extracts in Cosmeceuticals UV-Protective effects of soy extracts in cosmeceuticals 1.0 Introduction Current changes in climate may have bothered many population of human around the globe. Thinning of ozone layer in the atmosphere aggravates the UV transmittance from the sun to the earth, which potentiate injurious skin effects when exposed to UV radiation [6]. The rising clinical cases of photo-induced skin problems covers from skin tanning until life-threatening skin cancer. Ultraviolet (UV) radiation, particularly UVB (280-320 nm) from sunlight is one of the main environmental hazards to cause skin damage [1]. Such exposure may lead to edema, erythema, hyperpigmentation, hyperplasia, photoaging, immunosuppression, sunburn, inflammation and mutations of skin [1,6]. In photoaging, it is marked by the presence of fine and coarse wrinkles, textural changes and loss of skin elasticity. One of the therapies which has been used, be it mythological or based on factual findings, is soy extracts. Soy isoflavones are composed of glucosides (daidzin, genistin and glycitin) and aglycone (daidzein, genistein and glycitein) which play a role in health benefits of soy. These two different isoforms exist naturally in the isoflavones [1]. Though both protein and isoflavone components contained in the soy may have variety in their health benefits, the most beneficial extracts of the soy are exhibited by isoflavones [4]. It has been demonstrated to possess the physiological effects of antioxidants, anti-inflammatory activities [1] and health-benefit in cardiovascular disease [4]. In regard to the UVB-induced skin damage, soy isoflavones prevent keratinocyte death. By suppressing UVB-induced intracellular H2O2 release, it also reduces oxidative stress in the body [1]. Plus, topical application of daidzein (an aglycone) effectively reduces the cancer occurrence induced by chronic solar UV radiation and it provides UV-protective antioxidant effects [2]. Application of genistein topically inhibits both initiation and promotion of skin tumour [5]. In short, soy extracts give a wealthy health advantages in terms of its UV-protective benefits onto the skin. The following review regards the action of soy isoflavone in exhibiting the UV-protective effects. 2.0 Mechanism of action Several different possible mechanism of action appeared to be responsible for the biological health of body, particularly on the skin. Majority of in vitro research to date has narrowed down the potential benefits of soy isoflavones into the effects of skin aging through anti-inflammatory effect of isoflavones and the effects of photocarcinogenesis through inhibition of cell proliferative activities. 2.1 Genistein inhibits COX-2 activities Irradiation of human skin fibroblasts by UVB lead to expression of Cyclooxygenase 2 (COX-2) level and Growth Arrest and DNA-damage inducible (Gadd45) gene, of which both are involved in inflammation process and DNA repair, respectively [2]. Cellular responses, such as aging and carcinogenesis are caused by COX-2 expression induced by UV radiation [11]. COX-2 is an enzyme responsible for inflammation and pain when there is an extrinsic stimulus acts against the body. Addition to non-steroidal anti-inflammatory drugs (NSAIDs), isoflavones also showed inhibitory effects on the COX-2 expression. In inflammation process, expression of UVB-induced COX-2 in human epidermal cell cultures is inhibited by genistein. Due to this anti-inflammatory profile, it supresses the prostaglandin E2 synthesis as stimulated by UVB [13]. Prostaglandin is a vital mediator to cause inflammation effect. Gadd45 gene is a regulator for cell cycle and a DNA repair gene. It functions as a stress sensor and subjected to strees-signaling responses, be it physiological or environmental stressors. Stressful conditions, such as ionizing radiation induce Gadd45 gene expression [7]. Consequently, this leads to cell cycle arrest, cell survival and senescence, DNA repair or apoptosis. The mechanism of Gadd45 protein coordinates the responses of cells towards the stressors is unclear [7]. 2.2 Glucoside combination proves more beneficial In a study conducted by Iovine et.al, treatment of UVB-induced DNA damage by using genistin or daidzin before irradiation did not show significant prevention of the damage. In other way around, treatment using glucoside combination of genistein and daidzin proved most effective protection against UVB-induced DNA damage [2]. This is also supported by another report by Iovine et al which showed that the combination of isoflavones (in this case is genistein and daidzein) proved more effectively in preventing DNA damage caused by UVB [7]. 2.3 Inhibition of tyrosine protein kinases and phosphorylation of EGF-receptor Phosphorylation of the epidermal growth factor receptor (EGFR) occurs as physiologic doses of UVB radiation are exposed to human keratinocytes [15]. Usage of isoflavone such as genistein blocks the action of tyrosine kinases (TPK) and phosphorylation of EGF-R, thus hindering the intracellular signalling pathway in human keratinocytes [9]. It is a potent tyrosine kinase inhibitor and may inhibit cell proliferation and differentiation [4]. Irradiation by UVB substantially initiates the phosphorylation of EGF-R and mitogen-activate protein kinase (MAPK) [10]. H202 plays a significant role in this process. UVB exposure to human keratinocytes generates H2O2, which mediates EGF-R phosphorylation [15]. This phosphorylation process can be inhibited by dose-dependently incubate or treat with genistein. TPK-dependent EGF-R phosphorylation and MAPK activation are related to the initiation of transcription factors (promoting activities); release of inflammatory mediators, for instance, prostaglandins; and stimulation of cell proliferation. UVB-activated EGF-R can also lead to an increase in the thickness of the epidermis [10]. Hence, the inhibitory effects of genistein to the UVB-induced EGF-R phosphorylation and MAPK activation suggests its potential anti-promotional effects [9]. However, the tyrosine kinase effects brought by genistein have been postulated to be irrelevant to its potential health advantages due to doses required to produce such effects [14]. 2.4 Blocks pyrimidine dimer formation UVB irradiation can initiate oxidative DNA damage represented by 8-hydroxy-deoxyguanosine (8-0HdG) and photodynamically-damaged DNA, as in pyrimidine dimer (PD) formation. 8-OHdG is a hallmark of carcinogenesis and aging and PD is a precursor of signature mutation of P53 genes. Formation PD and 8-OHdG in skin can be substantially promoted by UVB irradiation. Wei et al reported that in their study, UVB-exposed skins of euthanized mice were harvested for level of PD and 8-OHdG after the treatment with genistein. It was found that genistein significantly inhibited both PD and 8-OHdG formation in a dose-dependent regime [9]. In study conducted by Moore et al, pre-treatment of skin sample with dose-dependent regime of genistein prior to UV exposure can demonstrate a reduction in PD formation. An observable result can be seen in UV-induced DNA damage secondary to UV exposure in the absence of genistein after the treatment with genistein, whereby the damage has been significantly reduced in the skin sample [8]. Pharmacokinetics the isoflavone aglycone forms have poor solubility in water and oil; thus, a special galenic mixture is necessary to introduce these isoflavone preparations into cosmetic formulations [2]. Structure/medchem Genistein (4’,5,7-trigydroxyisoflavone) [7]

Life In The Information Age

Life In The Information Age I am going to write about how ICT has changed the way people live over the years. I am going to write about the difference it has made using different sections such as: Education: you can now learn online. For example the University of Phoenix offers an online service where you can obtain a degree qualification while learning online. Entertainment: you can view the latest video content or listen to any type of music on the net. Banking and shopping: you can now shop online without moving from your home. Decision making: Websites on the internet have influenced some decisions people make. This may also include discussions on the internet. Crime and Crime prevention: Computers have databases that contain loads of information about people and present or past convictions they have had. I am going to write about how ICT has changed education amongst students Education I am going to write about how the use of ICT has changed the way people educate themselves. There are many websites where people of all age groups can access information and revision notes about subjects they are studying. A very popular site that boasts many revision notes and features many quizzes to test your knowledge of the subjects you are studying is the BBC website. www.BBC.com. The internet is not the only tool people use to educate themselves since ICT has been around. People also use the generic tools of the computer such as spreadsheets, word processors and many other generic tools. People use these tools to create essays and databases. These are basic skills to be learnt by all students in education. This is why ICT has taken such a huge part in the education of most students. Most jobs now require people with basic ICT skills. ICT has not only affected education but has become a way of life for some people. There are now interactive whiteboards that are used in school. In stead of the old classic whiteboards these are connected to a laptop or pc and the screen displayed on the pc is then displayed on a huge whiteboard. You can then use the white board and pc along with other installed applications and write on it how you would on a normal white board. The new interactive white boards are like the normal white boards but with a touch screen type of technology that lets you write on it and edit it in any way you want. I think the interactive whiteboards have helped teachers educate children and have gone a long way when considering ICT amongst education. When it comes to using ICT in education there can be many advantages and disadvantages. Whether the advantages outweigh the disadvantages you can decide for yourself after reading some of the information below. The advantages of using ICT within education: You can learn new skills You can access unlimited amount of research Increases confidence as use of ICT gets better Regular use and experience of ICT outside the classroom Easier to control a class room Easier to help with planning lessons and assisting children Could possibly make lessons more fun Enhances future career opportunities The disadvantages of using ICT within education: Difficulties in using hardware Difficulties in using the basic computer Needs lots of technical support Very expensive Expensive to use regularly Could possibly make lessons less fun Can take a very long time to load and use which reduces lesson time This is a graph of the most frequently used type of ICT in a secondary school. This is a pie chart showing where ICT is used most in schools. As you can see secondary schools use ICT more than anyone else. This pie chart was created in 1999 so it may be slightly different as it is not up to date. I personally think a lot more people now use a higher rate of ICT in sixth form. This pie chart and the graph above came from the website: http://www.leeds.ac.uk/educol/documents/00001304.htm Interview on how ICT has affected education How long have you been teaching ICT and to what age group do you teach it? Have you found that ICT has made teaching easier? Could you imagine teaching without the use of ICT? How do you think ICT will progress within the next ten years? Do you feel that providing internet to students in schools could be potentially dangerous? In conclusion I think ICT has had a very high impact on education within any age group and has helped most teachers educate children. It does have its disadvantages but overall I feel that the advantages outweigh the disadvantages and ICT has had a very high impact on education amongst most students. Now I am going to write about how ICT has changed the entertainment industry Entertainment I am going to write about how ICT has changed the entertainment industry. You can now access an unlimited amount of videos or music files along with many other types of entertainment on the internet. The internet allows you to download files but the tools on the actual computer such as the windows media player is what actually allows you to play the files. Nearly every search engine on the internet (yahoo, AltaVista) now has a section titled video. Clicking on this section allows you to watch many types of videos on the internet. All you have to do is enter a few keywords about the types of video you would like to watch. Below is a screenshot of Yahoo video. Video is not the only type of entertainment online. On the web you now also have access to an unlimited amount of mp3 or music files. There are many sites where you can listen to music and there are many sites where you can download mp3 files off the internet. A site where you can listen to any type of music is www.singingfish.com. A very popular site where you can download any type of song you want is www.napster.com Napster offers customers a huge variety of old and new songs at a fixed monthly price. Once you have subscribed and paid you can then just download the music files to your own computer and use them any way you like. ICT has not only affected entertainment in the form of mp3 files and videos. You can now view some of the most recent television programmes on the internet. You can even catch the first episode of a new and upcoming series on the internet before it is even shown on national television. ICT has affected the way people entertain themselves in both positive and negative ways. You can now download search engines on to your computer such as kazaa or lime wire which allows you to illegally download files which you do not have to pay for. These sites are causing a huge problem to other sites such as Napster because they offer music downloads completely free but they are illegal. People that are caught downloading from these search engines can be prosecuted severely. This is what causes ICT to become a huge disadvantage when it comes to entertainment in the form of downloading media off the internet. You can use kazaa and lime wire to download files straight to your main CPU and save them and use them in any way you like. This will also put the IPOD companies out of business because instead off paying to download files to transfer them onto your IPOD you can just simply download them files for free off lime wire. As a whole ICT has changed the way people entertain themselves dramatically. Years ago if a person wanted to read a book they would attend the library and get a book from there. If you would like to read a book now you can simply read an e-book of the internet which is like a type of electrical book that you can read off the internet. This has also caused a disadvantage as there is now a huge decline in the use of library facilities. The guardian online has recorded that form the year 2001 to 2003 they have lost 10,000 users of the Dunbar library. Their main losses are students that have now turned to ICT to research about their subjects instead of using the library like they use to. Libraries have tried to counteract against this by placing computers within the libraries. Over all ICT has advantages and disadvantages when being used for entertainment. IT plays a huge factor in many peoples social life as they now use the computer for many tasks such as listening to music or watching videos. This can be thought of as a positive way of using ICT but for the companies out there trying to sell music and videos or the libraries out there trying to pull in students so they can research there, ICT has affected them in a negative way. Now I am going to write about how ICT has affected shopping and banking. Shopping and Banking ICT has severely affected how people shop and use their banks. You can now literally buy everything and anything online. All the huge supermarkets such as Tesco and ASDA all now have an online site where you can purchase all of their products. Below is a screenshot of the homepage of ASDA online shopping When you are surfing the ASDA website you will find that there are a whole range of products similar to the ones you will actually find in the actual ASDA supermarket. There are also special offers available to the customer when shopping online which are not normally offered when Not only has ICT has affected the way you shop it has also affected the way you handle your money within banks. You can now check your bank details on the internet. Below is the Barclays website You have a number of different options to choose from. You can check your bank account balance or even create a portfolio with all your personal banking details. So instead of attending the bank like you would normally you can now do nearly everything from the comfort of your own home. Online banking and shopping is to be done at your own risk. There are various risks you are taking when making these transactions online. www.BBC.com explains how there is a new virus that can capture peoples details when they are making a transaction online. à ¢Ã¢â€š ¬Ã…“The Bugbear computer virus which has left transactions and passwords potentially open to hacking is the latest scandal to hit the internet.à ¢Ã¢â€š ¬Ã‚  This was taken from http://news.bbc.co.uk/1/hi/business/2299853.stm Online banking and shopping has many advantages and disadvantages. The advantages of shopping online are: You do not have to move from the comfort of your own home Shopping is delivered and is hassle free You can shop at on any day and at any time you like There are sometimes special offers that are only available on the internet site and not the actual shop. The disadvantages of shopping online are: Items ordered may not be correct Items might not be delivered on time Incorrect fee may be charged for the product Fraudulent people or companies can capture your details and misuse them The advantages of banking online are: You do not have to move from the comfort of your own home You can use the service anytime you like There are special offers available such as a higher interest rate when opening a new account online The disadvantages of banking online are: Fraudulent people or companies can capture your details and misuse them Your privacy may be disrupted and people may be able to read your bank details Over all shopping and banking online does have its advantages and disadvantages, whether people choose to use this service is up to them. I personally feel that shopping and banking online are too much hassle for me and the disadvantages outweigh the advantages. Now I am going to write about the way ICT has changed crime and helped prevent crime Crime and crime prevention This is another topic where ICT has helped in a huge way. The government now have many systems up and running that allow them to constantly see what is going on around them. Most of these systems are controlled and operated using ICT. The most popular type of security system that the government use is called CCTV. CCTV stands for close circuit television. There are many uses for CCTV: Monitoring traffic from a bridge A temporary system to carry out a traffic survey in a town centre Hidden in buses to control vandalism Hidden in shops to prevent theft or violence Hidden within banks to stop fraud or theft Personal security within your own home The list is almost endless but as you can see has a huge impact on nearly everything in everyday life. The camera records the footage while the monitor displays it. Some systems can record what has happened previously and play it back for future reference.

Physics of Beer Pong :: physics beer pong drinking game

Do you have what it takes to become a beer pong champion? If so, you have come to the right place! In this step-by-step tutorial, I will reveal the secrets of miserably defeating your opponent at the sport of beer pong. When played in tournament, beer pong takes a great amount more physical, psychological, and intellectual endurance than many other sports. It may even take many years of practice to become a champion. Don’t assume that this game is not a blood thirsty sport either. Alcohol is related to 100,000 deaths annually in America, usually occurring after a night’s game of beer pong (Sage). I will rely heavily upon the laws of physics to explain in great detail the appropriate method to overcome your opponent's game, forcing them to streak across the neighborhood. The rules of beer pong vary between locations and can cause great strife amongst rivaling teams. The number one rule is that the house that is hosting the tournament controls the rules. The house rules must also be announced at the beginning of the tournament. The official rules located on Wikipedia may give you a good foundation for the general rules. Alterations in the game usually form from city traditions. In Valdez, Alaska, a place well known for its intense game of beer pong, there is a common tradition of using quotes from Family Guy and BASEketball to distract the other player. Usually after a few beers these jokes miraculously become funny. Another beer pong tradition is to force the losing team to streak publicly. The website PongRules allows people to post their own rules around the world (PongRules). Remember, beer pong is governed by the drinkers for the drinkers. There are two types of table measurements players may use. The official rules state that the table must be eight feet long, at least two feet wide, and stand four feet tall. However, it is more commonly played on a ping pong table where the height reaches 30 inches (Organization). For the purposes of this project, I will be deriving my calculations using the dimensions of a ping pong table. The regulation ping pong ball consists of being 3-star, 40mm in diameter, and weighing 2.7 grams. Now, at each end of the table ten cups must be sorted in a triangular position similar to bowling pens but with the rims touching like so: Usually three 12-ounce beers of your choice are divided equally among the 10 cups.

jermey mcgrath Essays -- essays research papers

Wide Open Jeremy McGrath   Ã‚  Ã‚  Ã‚  Ã‚   A man named Jeremy McGrath a Supercross legend finds himself to be the best of the best. He has won Seven 250 Supercross championships, two 125’s, one outdoor, and two FIM World Supercross championships. He is now dominating all of Motorcross and is becoming a legend. â€Å"Jeremy McGrath is an unlikely champion who became a legend in Supercross, and helped bring the sport out of the backyard and into your living room†. Wining 12 major championships is not the easiest thing ever. Having almost 3 perfect seasons is even harder. But Jeremy McGrath has accomplished almost all of these. He wants us to understand that the life of a professional rider is not all it is worked up to be, but there are good days then there are bad days and it takes a lot to get to the top. He was a young kid who didn’t have a factory ride was from California and had trouble buying a bike. But he rode like a champion, practiced like a champion, and soon found himself rising to the top where he would become a legend in Motorcross. He is the one that brought Motorcross to the level that we see it at today. Jeremy McGrath was born in 1971 and had grown up in California most for of his life, living a normal wild childhood. He had one sister a mother and a dad named Jack. As he was young he had gotten into BMX racing. He would come home from school everyday and just ride his bicycle around the yard. His dad noticed one day that he was riding his bike prett...

Child Soldier Creative Writing

I am holding a gun to my head. On the verge of death I look back at how it escalated to this to convince not to make the wrong choice as I had done before. That memory among many other dark ones remained as clear as see through water. Five years ago†¦ Sierra Dianas. Thoughts flooded my mind as I clutched the gun harder and harder. I faced an atrocious, inescapable decision. A war befell in my head, a death match between my consciousness and my fear. As one callously stabbed the other, the tip of my finger pressed harder against the trigger.Time was ticking. I shut my eyes as I hoped to disconnect the vision of a girl slouched in front of me, so defenceless yet so fearless. Her face wasn’t completely visible but judging by her figure she was no more then 15. She showed no fright, demonstrating her disgust towards bowing down to the rebels: she remained her posture straight and her head help up high. She looked down upon us even though she was the one on the floor. Her face captured complete hatred. Her attempts to resist were hopeless as two older men forced her down onto the ground.Her arms were tied behind her back so any chance of action towards escape was restricted. I bit my battered lip to remind myself of what I face if I disobey my master’s orders again: agonizing inexorable pain. I pressed harder against the trigger. My vision started to blur and lose its focus and my swollen eyelids did not help. I tried to slay these monstrous thoughts invading my brain, telling me to shoot her and spare myself the pain. I pressed harder. I tried to stop devilish thoughts terrorising my brain with illusionary words but no success: l pressed harder.My consciousness whispered in my ear but the demon inside my soul drowned it heartlessly in my homesick sorrow. The silence waited to be heard. I pressed harder. The trigger clicked. A loud profound bang pierced through the air as the bullet fired cogently. I could hear my sanity slip away, all in the spac e of a millisecond. Regret and notoriety backfired at me as I saw my childhood flash by me; I shot her. I could almost hear her pulse drain as she gasped for air. Another life wasted. Her blood leaked.My demons smothered in a pool of dark red and danced in murderous pride as my master gave me a smirk of praise but behind it hid the look of mutual remorseful experience. That night I was ranked the chief of other child soldiers for my righteous decision or in other words for being heartless enough to kill another of my own race; it would serve them well in the war. In a way I feel as if seeing us become monsters soothes their guilt. It made them less lonely. Even monsters need company. You would think killing again would ease the pain. Think again.Every time it doubled, magnified, intensified, and deepened until the peak where it was unbearable: living with these mental images and mind overflowing with blood. Every fibre of my body grieved for the dead and me: the dyeing. I was chaine d to the everlasting circles of depression unable to experience happiness. Everywhere I went the sun followed me with a hateful glare cursed me silently. I almost melted in his heavy breaths. He launched tense fireballs at me boiling with rage and disappointment, wishing to suffocate me. The sky spit at me in disgrace and shame.The clouds demanded to show me how many tears were cried for the people I have killed. Every rain drop was a reminder of my failure and cowardness. It fell on my skin, ice cold, yet again reminding me of what my heart was bound to become. The sound as they continuously hit the flour resembled a fire’s blazing sparkles. The wind slapped me across my face over and over again. It whispered in my ear. So quit yet such poignant stabbing accusations. It broke into my hut and overawed my body with needle-like numbness from the shuddering chill.The whispers grew into exasperating screams until I could not sleep. It slammed doors and raised the sand from the gr ound, commanding it to attack me. Stop! I wanted it to stop! No more torture. I fell hopelessly upon my knees and screamed at the top of my lungs, begging god for help, for forgiveness. ‘Have I gone mad? ’  Ã¢â‚¬â€œÃ‚   I asked the clear blue staring back at me blankly. I repeated the phrase over and over again until my defenceless sobs and weeps merged the words. I could not stop crying. I clutched the soil between my fingers for some feeling of control as if to grasp hold of myself.The salty tears kept rolling and as they came in contact with my torn, scared skin a shiver of sharp pain would emerge. God didn’t reply. God wasn’t there. Only the devil. I asked him what I should do and the answer was simple: stop caring. Let myself be tamed by the evil because the good can never be happy. He stretched out a hand to me but as I reached it for help to get up I simultaneously shook it as an agreement to a deal. I sold my soul. The next morning I woke up with the feeling of enlightenment. I killed people with no remorse, no guilt, no regret nothing except the feeling of power.I fed on it and I breathed it in with the stench of the dead. It felt good. For a moment I felt almost happy in an illusionary way, as a smoked in the white power-like substance, which my master had let me share with him as a sign of approvement as if welcoming me. To what, I wasn’t sure. That night I danced with a bottle of alcohol in the middle of a fire we set to the village. I trod on dead bodies or some even alive but eventually they would be dead, they couldn’t escape. I raped countless women. Daughters, maybe sisters, maybe mothers, who cares?Not the puppets on the other side of the world, that’s for sure; drinking their coffees and stirring their teas, with their diamond necklaces worn as a ‘fashion statement’ because it resembles the one worn by a celebrity. Completely oblivious. Most of them incapable of doing anything ot her than follow footsteps. We, however, refused to follow or live in someone else’s master plan. That’s why we’re called rebels. The rebels. Our motto was to join us or die. If we didn’t see much use in then it was die or die more painfully (it mostly came down to our mood). We declared war with authorities because they had power et we still suffered in hunger, poverty and disease. This was if we were willing to perform back-breaking labour for the rest of our lives. Otherwise death would catch up on you in days, if you’re lucky you might last a year maximum. It seemed as if the government was not based on democracy but rather the fear of death. The devils reign over my mind lasted for a long time or more perceptively it lasted over 1000 deaths by my own hands until the blood dried underneath my finger nails was would not wash away. The only way out of this mad world is death. Now is the time. Now.

Clif Bar Marketing Plan

TABLE OF CONTENTS Executive Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Situation Analysis – Background †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 SWOT Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Key Problem to be Solved †¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Key Strategic Campaign Decisions – Objectives †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Target Audience†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 Brand Position†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 12 Campaign Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Media Strategy – Objectives †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Selection†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 Media Planning and Buying †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 Message Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 Objectives, Selling Premise †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 20 Big Idea†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 21 Other Marcom Tools†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 21 Campaign Management †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Appendix A†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 27 Appendix B †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 Appendix C †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 29 Appendix D†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 0 References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 31 1 Executive Summary Clif Bar products are delicious, healthy, organic and convenient sources of nutrition. All of Clif Bar's products are at least 70% organic and free of trans fats, hydrogenated oils and high fructose corn syrup (Clif Bar & Company, 2013). As the natural and organic food market continues to grow in popularity, Clif Bar has a promising opportunity for growth. Another important market in the health food category is smoothies.This market is expected to reach $9 billion by 2015, and this type of product is increasingly sought after by consumers (Global Smoothies, 2010). In fact, 71% of consumers will purchase a beverage away from home more than twice a week (Technomic, 2012). Healthy and organic foods and beverages have expanded out of health food stores and into mainstream grocery and convenience stores. Clif Bar has proven success in expanding its selection to products other than bars with its line of energy gel shots. Increasing international growth and commitment to the environment and their employees are major strengths for the company.Growth opportunities are present in the organic market, which is projected to grow 9% (Scott-Thomas, 2012), and the smoothie market, which will see a potential growth of 1. 6% through 2013 ( Technomic, 2012). Some of the weaknesses facing the company are its narrow target market in the organic product industry and lack of traditional advertising. Major competition from Odwalla and Naked Juice are threats to growth and the volatile market for fruit and other natural ingredients may cause unpredictable price increases and as well as an unpredictable future.Also, shifts in popularity of the trendy organic product movement may cause a decline in future revenues. However, both the smoothie and the organic/health food markets are growing rapidly and Clif Bar can secure a larger share in these markets with the introduction of Simply Clif. 2 Advertising efforts for Clif Bar have traditionally focused on social media and event support. The company aligns itself with promotions and activities that involve being active and supporting the community and the environment.Social media, magazine advertisements, a billboard, and a responsive website will be the main media used to introdu ce Simply Clif to the target market of adults in the age range of 18-40 who are concerned about health and are not overly cost conscious. Campaign effectiveness will be determined by brand awareness, sales volume, and the number of unique visitors to the website. A good return on investment (ROI) will determine the overall effectiveness of the initial campaign. The goals of the campaign are to introduce Simply Clif to the target audience and increase overall awareness of the Clif Bar brand.The key advertising problem that needs to be considered is the fact that Simply Clif is a refrigerated product and will be located in different sections of retail stores than the other Clif products. This problem will be addressed, in part, by promoting Simply Clif on existing bar product packaging. The marketing strategy will also increase awareness of the new brand and its location. The marketing strategy consists of print media (billboards and magazine ads), social media (Facebook, Twitter, Pin terest,YouTube), and other marcom tools to reach the target audience and create brand awareness for Simply Clif. 3 Situation Analysis Company Background The idea for Clif Bar & Company started with a bike journey by owner and founder Gary Erickson. After eating several of the competitor’s bars along the ride, he thought â€Å"I can make a better energy bar than this† (Schmidt, 2005). This is famously known as his epiphany and after two years of experimenting in his mother’s kitchen, Gary finally created a bar that is now the driving force behind a largely successful American company, Clif Bar.Clif Bar, named after Gary’s father Clifford, was first introduced in September 1991 at a bike show in California. The original Clif Bar was produced in three different flavors and the company enjoyed a first year success of $700,000. By 1997 Clif Bar surpassed the $20 million dollar mark. The company continues to lead the market in organic energy bars (Clif Bar & Co mpany, n. d. ). The Clif Bar business model is founded on five aspirations: sustaining the planet, community, people, business, and brands. Today, Clif Bar is produced and sold to a wide variety of target markets including men, women, and children.Some of The Clif Bar brands include: Clif Bar, Clif Kid, Clif Shot and Luna Bar, which is made for women. Currently, Clif Bar produces eight brands and offers many unique flavors of each (Clif Bar & Company, n. d. ). Market Trends Clif Bar manufactures and markets its products as being at least 70% organic. The organic market is projected to continue its growth through the year 2015. Organic food sales, which represent 4. 2% of all U. S. food sales, are up 4% from 2010. Sales of organic food products increased 9. 4% in 2011 (Scott-Thomas, 2012).This growth has been driven mainly by increased consumer interest in health and environmental issues. 4 The smoothie market will continue to experience substantial growth in the upcoming years. Acco rding to Global Industry Analysts, Inc. (GIA), the smoothie market is projected to reach $9 billion by 2015 (PRWeb, 2010). This is a market that cannot be ignored by companies that manufacture healthy, organic products such as Clif Bar. In a recent survey conducted by Technomic, seven out of ten consumers will purchase a beverage away from home more than twice a week, which is up 66% since 2010 (2012).Fueled by the success of the Clif Shot energy gel products and proven ability to market items other than organic energy bars, the company has a large opportunity to develop and market a new product that will help further its line of healthy foods and beverages. Regulatory Issues To protect the integrity of the Certified Organic seal, the Organic Standards Protection Act was introduced into legislation in 2012. This act would protect the integrity of the USDA’s National Organic Program seal and filter out any imposter that puts the organic industry and the organic brand at a disa dvantage.This bill, however, was not enacted after its introduction to Congress on June 12, 2012 (News Desk, 2012). Marketing Efforts Although not known for its large marketing budget, Clif Bar has done a fair amount to promote the brand and support the community. In 2011, the company launched the â€Å"two-mile challenge† which aimed to replace 100,000 car trips with bike travel between May 12th and October 31st. For this challenge, Clif Bar aligned themselves with such organizations as Alliance for Biking and Walking, Safe Routes to School, and 350. org.The company has also contributed $100,000 in total to support this cause (Hyde, 2011). 5 Another recent marketing campaign involved Twitter. Users tweeted (with geo-tag) their location to the company and were sent a coupon for the company’s Clif Mojo Go product (Treacy, 2012). Users were also entered into a drawing to win a Garmin GPS watch or other adventure gear (Treacy, 2012). In an effort to keep its product line fresh and contribute to a good cause, the company introduced three different seasonal bars: Spiced Pumpkin Pie, Iced Gingerbread, and Peppermint Stick.These bars are offered through the end of December. Clif Bar donates 1% of the net sales from these products to the Winter Wildland Alliance (Clif Bar & Company, n. d. ). Although Clif Bar does not spend the majority of its advertising dollars on traditional television and print media, the company does aim their campaigns at giving back to the community and helping the environment. SWOT Analysis Strengths: Gary Erickson founded Clif Bar in September 1991. Since its inception, the company has been committed to creating a healthy and clean environment.Clif Bar provides its employees with excellent working conditions and was voted the 12th best company to work for by Outside Magazine in 2012 (Megroz, 2012). Starting in February 2012, Clif Bar expanded its international reach by offering its products in Japan. Weaknesses: Clif Bar has fac ed many challenges since it introduced its products to consumers. Clif Bar is only focused on the production of healthy and organic products. The company has a limited target market of 22-45 year old men who generally have a high disposable income. Clif 6Bar’s advertising budget is lower than most of its competitors, making it hard to gain brand recognition. Opportunities: There are many key opportunities for Clif Bar to take advantage of in the coming years. First, the company has seen growth internationally with the introduction of its products in Japan. Also, the organic market is projected to see a significant 9% growth in 2013 (Scott-Thomas, 2012). With the introduction of Simply Clif all natural 100% organic smoothies, the company can now take advantage of another profitable market.The smoothie market is projected to reach $9 billion in 2015 (PTM Consulting, Inc. , 2010). Threats: A threat for Clif Bar is major competition in its market. Odwalla and Naked Juice are majo r players with large advertising budgets and established brand recognitions that Clif Bar has to pay attention to. Along with increased competition, eating trends amongst consumers are also changing. Consumer eating trends adapt leaving Clif Bar with a new target market. Since Clif Bar has gone global, fuel and shipping costs are on the rise.The organic market is profitable today and for the projected near future, but it might not always be that way. Competition The market for healthy organic foods continues to grow. Clif Bar is immersed in a very competitive market with well-known Odwalla and Naked Juice (Callahan, 2010). After a decision not to sell the company to Quaker Oats, for a reported $120 million in 2000, Clif Bar has continued to hold their own with the other major companies that it competes with (Wu, 2010). Clif Bar continues to gain market share within the nutrition bar manufacturers, and has recently seen a growth of 1. % in dollar share to an overall 9. 7% increase in 2011 (CSP, 2011). 7 Clif Bar continues to operate today as a privately held company with an estimated 311 employees (Clif Bar & Company, n. d. ). Key Problem to Be Solved Clif Bar generally has a large shelf display within stores like REI, Kroger, and Life Time Fitness. This large display allows the brand to stand out amongst its competitors and alert customers of new products. Those who are loyal to Clif Bar know exactly where to find the product in stores they typically frequent. Simply Clif will be released with a new logo and will be treated as a completely separate entity from the bar. The new product will also target the existing customer base. Organic beverages that need refrigeration are located in a particular area of the store; with a new logo and a new location, Simply Clif will need to find a way to stand out on its own and play on the brand awareness generated from years of success in the bar industry. Directing consumers to multiple areas presents a challenge, but ità ¢â‚¬â„¢s a challenge that Clif Bar aims to overcome through its Simply Clif marketing strategy. Key Strategic Campaign DecisionsObjectives The objective of this campaign is to capture a substantial portion of the fruit and vegetable drink market from companies such as Naked Juice and Odwalla. Simply Clif will focus on providing their key demographic, consumers 18 to 40 years of age, with an innovative new beverage that sets them apart from others in the market. This demographic plays an important role in marketing the product. Simply Clif has the perfect product for the active adult and his/her family. Making consumers aware of the portability of this beverage will allow them to see that this is the ideal product for the gym, work, or school. Clif Bar & Co. eels that limiting initial advertising expenses is necessary to prevent over-extension and unnecessary costs. Simply Clif will use a multitude of marketing media tools to sell the product. By using magazine advertisements, billbo ards, social media and other product displays Simply Clif will create a strong brand awareness and keep advertising costs at a minimum. As the noise level grows around the brand other, Simply Clif will explore the possibility of larger advertising venues such as television commercials. 9 Simply Clif will institute a one-year review of performance and the effects of advertising on the bottom line.If market share growth and brand awareness increase at a strong rate, Simply Clif will look to add to the successful portions of the existing strategy and remove those they are not paying dividends. Clif Bar would like to capitalize on the 3%, two-year decline of the 100% fruit juice market. With consumers ditching 100% juice due to the high sugar content, Simply Clif believes capitalizing on vacated market share is attainable (Euromonitor International, 2012). Simply Clif has the perfect product at the perfect time and is looking forward to a successful product launch.Target Audience Focusi ng on men and women ages 18-40, Simply Clif’s primary target market is broader than Clif’s current target market of men ages 22-45. Simply Clif’s target audience will consist of people that care about their health and will focus more on quality than price. After the initial oneyear campaign, we, as the ad agency, hope that Simply Clif will be profitable enough to start using television ads along with social media to start reaching a more defined target market. Simply Clif’s secondary target market will be defined as active adult men, women and growing families.Simply Clif ad campaigns will target the parents who will buy Simply Clif for themselves and share with their children. Simply Clif’s target audience of adults 18 to 40 consists of 112. 8 million people and about 36. 5% of the U. S. population. This target audience also includes 73% of the U. S. population under the age of 18 (Meyer, 2001). Targeting is how a company designs a specific commun ication strategy to match the audience’s needs and wants and position a product in the best ways to match those needs and wants (Moriarty, Mitchell, & Wells, 2012).Simply Clif’s initial campaign will consist of product displays in the stores that sell Simply Clif and Clif Bars. Additional advertising will be 10 billboards, magazine ads and social media. As Simply Clif brand recognition grows, so will sales and the capital to go after the more specific target audience of active parents and their active kids through television commercials and social media outlets. The second campaign will focus more directly on the active adults ages 25-40 with active children ages 5-17.As of 2010, there are 81,345,554 U. S. citizens between the ages of 25 and 40 years of age, which consisted of 26. 4% of the U. S. population. That same year, there were 61,297,467 U. S. citizens between the ages of 5 and 17, which was 20. 4% of the population (Infoplease, 2010). These key groups are beco ming more health conscious and are making healthier life choices for themselves and their children. About 24% of the Echo Boomers (ages 18-34) and Generation X (ages 35-46) are limiting their daily intake of sugar and sodium (Bouchard, 2011).This campaign will focus on men and women between the ages of 18 and 40 by strategically placing commercial advertisements on sporting events, television programs, and social media outlets. Brand Position Simply Clif is being positioned as a health conscious, environmentally friendly company. The company uses recyclable materials and hopes to sponsor sporting events to further position itself as a healthy brand. Simply Clif competitors’ products in the smoothie market are sold in the same stores where Simply Clif will be sold, and as such, intend to take a portion of that market share.Simply Clif is a nutritious fruit smoothie drink that comes in different flavors that will quench your thirst and appetite at the same time. This new produc t is not meant to compete with products like weight loss supplements, but instead with fruit and vegetable drinks. Simply Clif will eventually become the healthiest choice on the shelf. 11 Campaign Strategy After analysis of the current state of Clif Bar & Company, we have determined that Clif Bar is in a position to succeed in introducing the Simply Clif brand of organic smoothies.The SWOT analysis indicates strong growth of both the smoothie market and the organic foods market. Consumer interest in healthy, organic, delicious and environmentally friendly products will continue to rise in the future and the Simply Clif campaign strategies are aimed at securing a portion of the market share from direct competitors such as Odwalla and Naked. Strategy #1: Brand Awareness Providing brand awareness to the target audience will be essential to informing the public that there is another option other than juice and sports drinks.The smoothie will be a little more like a small meal or snack than just a healthy drink. This also provides an opportunity for Simply Clif’s healthy smoothie drinks to obtain their initial brand recognition and grow within Simply Clif’s first year of operation. Print ads will be the primary form of advertising. Strategy #2: Flavor Options One of the goals of the campaign will be to provide awareness of the smoothie flavor options. The target consumers will also need to be educated on the differing nutritious flavors that will eliminate hunger, satisfy thirst, and provide an enjoyable taste.Print ads, social media and sampling will be used in this effort. Strategy #3: Location of Product There will be a strong concentration on product and advertising placement. Location of products and ads will be in target consumers’ view at eye level in party stores, gyms, gas stations and health food stores. 12 Strategy #4: Expand Target Audience This campaign will expand the target market to both males and females. Clif Bar’s cur rent market are males, ages 22 to 45, with high disposable income. Expanding to a target audience that value the commitment to clean, healthy living environments, which match the lient’s goals will include males and females ages 18-40. This campaign will also educate the target audience of all the benefits Simply Clif Organic smoothies provides to the consumer. Advertising the organic ingredients should appeal to the female audience along with getting the smoothies to their families. Strategy #5: Gain Market Share Simply Clif will take a portion of the market share from companies like Naked Juice and Odwalla while at same time, providing the target consumer with a different type of drink that separates itself from the juice and vegetable market.Clif Bar plans to be the first energy bar company to introduce a smoothie line, which will provide the client with a competitive advantage. Depending on how much market share the smoothies gain in the USA, the client can aim to launch the smoothie product in Japan in 2014. Japanese culture is more focused on selfimprovement. This should provide high brand awareness with the launch of Clif Bar in 2013. The growing international market share is a great opportunity for the client. Marcom Tools Print media ? Billboards near gyms, sport arenas, cafes, highways near large businesses: viewed by consumer base ?Sports and health and fitness magazines ads: distribution 13 Social media ? Social media and mobile presence: tech savvy target market, word of mouth through social media – Twitter, Facebook, Pinterest, YouTube ? Displays with sampling the new smoothies: sporting events, health stores, grocery stores Other Tools ? Coupons: placed in magazines, emails, post cards and other products currently sold by Clif Bar product line ? SQR codes: provides coupons and fun bits of information of how Simply Clif helps benefit consumers’ lives. ? Also, advertising on Clif Bar’s organic smoothie bar already in ci rculation.Simply Clif is being positioned as a health conscious, environmentally friendly product. The client uses recyclable materials that will also be used by in the development of other Simply Clif products. Simply Clif also hopes to start a new market for healthy, meal like smoothie drinks that are not a weight loss product. Media Strategy Media Objectives The objective of simply Clif’s media strategy is to reach its target audience that consists of 18-40 year old adults searching for healthy ways to live their lives. This target watches what they eat and they live healthy active lives.They prefer to eat a balanced healthy diet that includes 14 100% organic foods. Simply Clif will reach a large percentage of its target audience in different ways throughout a one-year span. One way it will reach its target is through health management magazine ads. There will also be Billboard ads on busy freeways such as I-96 and 275. Another way is through Social Media, by hiring Ignite Social Media for one year. Lastly, through a responsive theme website that will help Simply Clif’s audience familiarize themselves with better eating and living habits.Media Selection The ads in health and fitness magazines will help Simply Clif reach a large portion of the target audience. Simply Clif’s target audience is technologically savvy and use social media outlets and the Internet often. This is how Simply Clif will increase brand awareness and utilize use-word-of-mouth advertising. Ignite Social Media will be hired to help Simply Clif reach their target through social media. When people see a friend mention Simply Clif organic smoothies on their Facebook page, they will pay better attention to it the next time they see Simply Clif’s products.Ignite Social Media will help Simply Clif by featuring sports competitions and having Facebook and Twitter fans tag themselves allows their friends and families to see the pictures. YouTube would also be a great w ay to get Simply Clif’s name out there; by creating a contest where customers need to come up with creative ideas that are â€Å"simple and organic† once these videos are posted the customers are actually helping Simply Clif spread their brand by posting their own videos on showing their friends and family members.The winner will win a year’s supply of Simply Clif Organic Smoothies and their video will be posted on the responsive theme website. 15 Another way of reaching Simply Clif’s target audience is by helping to sponsor a marathon in the summer. Taking pictures and posting them throughout Simply Clif’s social media outlets allows the people participating to see their achievements and also to show off their efforts to their friends and family members. The billboards will be placed on roads where they can be easily seen, especially during rush hour.The billboards will have the catchy phrase â€Å"Simply Awesome† that is easy to read and r emember. The simplistic design of the billboard reflects the overall appeal of Simply Clif smoothies. Lastly, the responsive themed website will allow Simply Clif’s users to use the website with ease and clarity allowing them to enjoy every part of the website. These marketing strategies will get the Simply Clif name recognized and help reach Simply Clif’s target audience. Media Planning and BuyingMagazines According to Media Broker International (MBI) website, â€Å"NATURAL SOLUTIONS Magazine is a USA magazine covering Health. Natural Solutions, formerly entitled Alternative Medicine magazine, is a source of information on alternative therapies and products. It guides and inspires its readers to make informed decisions about their health and well-being in every facet of their lives. Natural Solutions magazine is the most trusted source readers turn to for help in making decisions about their health and wellbeing† (MBI, 2013).The magazine is issued to ages 18-54 and is issued nine times a year, with a total circulation of 225,000. A black-andwhite advertisement that is two-thirds of a page will cost $10,820. 00 per issue. Simply Clif will distribute advertisements in four issues of Natural Solutions magazine. 16 MBI also states â€Å"FITNESS delivers strategies and tools that help women make little changes to achieve big success. With a â€Å"you-can-do-it attitude†, our workouts, health and beauty advice, diet plans and success stories motivate readers to get strong in mind, body and spirit.The magazine empowers women to embrace fitness as a lifestyle — not an age or dress size — and to change the conversation from â€Å"skinny† to â€Å"healthy†Ã¢â‚¬  (MBI, 2013). This magazine is issued ten times per year, to ages ranging from 18 to 64, and circulates 1,500,000. A half-page ad with four colors will cost $98,490 per issue. Simply Clif will distribute advertisements in four issues of Fitness magazine. Lastly, MBI stated, â€Å"PARADE'S HEALTHYSTYLE fresh dynamic, approach to the latest health, food,fitness and nutrition information (2013).It gives you insight into the latest about the healthy recipes and lifestyle you need to adapt to discover a newer you. Parade healthy lifestyle addresses issues like men's & women's health issues; tackling the peculiar problems that they encounter† (MBI, 2013). PARADE’S HEALTHYSYLE reaches an audience from ages 25 to 54; the magazine is issued 11 times per year and circulates 8,000,000. A half-page ad with four colors will cost of $163,200. 00 per issue. Social Media Ignite Social Media will have a great deal of impact on Simply Clif’s social media.As mentioned before they will have special events that will connect them to Simply Clif and the rest of their target market. Ignite Social Media will also be in charge of all the social network site editing and ensuring the information is up-to-date. Ignite Social Media will be h ired for 1 year at a total cost of $15,000. 17 Responsive Themed Website Lastly, the responsive theme website allows the viewer to view Simply Clif’s website at any size on their screens, they can maximize the screen and be able to see the entire website including all the ads.If the viewer decided to minimize the screen slightly the website will re-adjust itself allowing the viewer to still view the entire website but with minor ads. Message Strategy Key Consumer Insight The brand message of â€Å"Simply Awesome† is designed to grab the consumer’s attention and drive the consumer to investigate the bold statement. The strategy of the campaign is to be simple and clean, but also deliver a bold message. The message is designed to reach a target audience of 18-40 year old health conscious men and woman by stating that Simply Clif is simple and healthy.The brand message is designed to be a teaser that will create curiosity and drive the target audience to investigat e why Simply Clif is â€Å"Simply Awesome† (Moriarty et al. , 2012). The target audience is looking for new products that have simple, organic ingredients that help them maintain their already healthy lifestyle. The target audience will be motivated to purchase Simply Clif because they are looking for healthy, organic foods that taste good. The Simply Clif campaign will feature three different product flavors that will appeal to the target audience.These three different flavor options will reinforce the premise that healthy foods can taste good and encourage the consumer to pursue healthier eating habits. The Simply Clif campaign is designed around the way our target audience attempts to live their lives, simple and clean. The campaign will â€Å"speak† to the target audience by introducing a product that contains only five natural ingredients, is gluten free, and is low in calories. 18 Main Objectives The main message objective is to successfully launch the new Simply Clif organic smoothie into the growing organic market by offering the target audience a healthy, organic beverage.The campaign will capitalize on an increased interest in organic products sold in the marketplace. The overall sale of organic food and beverages in the United States has grown from $1 billion in 1990 to $26. 7 billion in 2010. The sale of organic foods and beverages has increased by 7. 7% from 2009 to 2010. Also, the highest increase in sales during 2010, were organic fruits and vegetables, up 11. 8% through 2009 (Organic Trade Association, 2011). These dramatic increases in organic food sales indicate a growing interest in consumers wanting to live a healthier lifestyle.Secondary objectives of the campaign are to increase overall awareness of the product, highlight the fact that the Simply Clif Organic Smoothie is made of all natural ingredients, suggest the idea that the Simply Clif Organic Smoothie is a healthy meal replacement alternative, and to enforce that our p roduct is a higher quality alternative to Naked and Odwalla juices. The overall message of the campaign is to highlight the product as the highest quality, all organic smoothies on the market.Selling Premise The selling premise of the Simply Clif Organic Smoothie is to highlight the simple ingredients and healthiness of our product. The campaign will focus on â€Å"clean living† and the benefits of choosing an organic product over other non-organic products on the market. The Simply Clif Organic Smoothie is not only a healthy snack, but can be used as a meal replacement to help maintain a proper body weight or as a recovery drink after strenuous exercise. The campaign will enforce the benefit of choosing the Simply Clif product by explaining how the 19 roduct can help an individual live a healthier lifestyle by consuming organic products. Big Idea The Big Idea of the campaign is to introduce the new organic smoothie into the marketplace as a simple, healthy, organic and clean smoothie drink alternative to high-sugar and high-calorie drinks currently on the market. The campaign itself is clean and simple and designed to mimic the product. The goal of the campaign is to have the target audience connect with Simply Clif organic smoothies as a way to help them continue to maintain their active healthy lifestyle.Other Marcom Tools In addition to the planned billboards, social media promotions and print media advertisements placed in magazines, Clif Bar will also employ other marketing communication tools to enhance the campaign. Public relations activities, direct marketing, personal selling, sponsorships, point-of-purchase displays and special packaging features will also be used to engage potential customers and increase brand recognition. Public Relations Clif Bar will submit a press release to introduce Simply Clif to the public.This press release will be announced at the beginning of the next quarter and will contain information about the new flavors an d the benefits of drinking Simply Clif smoothies. Simply Clif will continue the Clif Bar tradition of supporting healthy lifestyles by encouraging outdoor activities and helping the environment. The company will continue to work with organizations like the Alliance for Biking and Walking, Safe Routes to Schools, and 350. org. 20 Direct Marketing The direct marketing tools will include SQR codes and social media.These SQR codes will be strategically placed on the magazine advertisements, smoothie packaging and on other merchandise offered by Simply Clif. SQR codes will provide coupons and information about how Simply Clif can help benefit consumers’ lives. Also, direct marketing will occur through the presence of social media. Simply Clif has created Twitter, Facebook, Pinterest and YouTube accounts. These accounts will help in providing information and special offers to the target audience. These accounts will provide more personal and engaging interactions with consumers.You Tube will be used to announce offers and show mini-commercials of athletes drinking the smoothie and others having fun in the outdoors. Social media outlets will also increase word-of-mouth advertising and the brand recognition of the new smoothies. Personal Selling Because Simply Clif is a new product, personnel will be hired to hand out free samples of the new smoothies. The free sampling will occur at sporting events, college campuses, in health stores, and grocery stores. Also free lanyards will be given out to consumers willing to try all three flavors.Sponsorships As part of the announcement of Simply Clif, it plans to sponsor a triathlon in midsummer along with swimming, BMX and Skateboard competitions. This will introduce the product to many athletes and consumers wanting an active lifestyle. These sponsorships will also hand out free merchandise, such as wrist bands, t-shirts, lanyards, and water bottles. 21 Point of Purchase Displays Large displays will be placed in locati ons where other Clif Bar products are currently sold. These displays will show the logo and provide the great benefits of the new smoothies.The displays will direct consumers to the refrigerated isle where the smoothies are sold. It will also provide a large SQR code to link the interested consumer to the Simply Clif website to gather more information and other offers. Unique or Special Packaging Coupons will be placed with advertisements in magazines, sent to consumers through email, sent on personalized postcards to consumers of Clif products. Also, peel off coupons will be placed on other products currently sold in the Clif Bar product line.Another sales tool that will be used is introductory pricing. This is a new product, so a discounted price will be used to entice consumers to try the product. Campaign Management Key Players Three roles will head up the media department: the art director, graphic designer and copywriter. The graphic designer is in charge of designing the maga zine ads that will be distributed (American Association of Advertising Agencies, n. d. ). The copywriter is in charge of creating and supervising the Simply Clif website.While working on their tasks, both the graphic designer and copywriter will give weekly reports to the art director to keep him/her informed of how the two areas are progressing. These reports will then be shared with the head of the marketing department. 22 Campaign Budget Media costs will consist of one-page ads in the following magazines: Natural Solutions, Parade's Healthstyle, and Fitness. Other media costs include a billboard, social media services provided by Ignite Social Media, and the newly developed Simply Clif website. Media Costs /3 page ad in NATURAL SOLUTIONS Magazine (4 issues @ $10,820 / issue) 1/2 page ad in FITNESS magazine = (4 issues @ $98,490 / issue) 1/2 page ad in PARADE'S HEALTHSTYLE = magazine (3 issues @ $163,200 / issue) Billboard on I-96 & 275 Hiring Ignite Social Media for 1 year Respon sive Theme Website Total Expenses = = = = $5,000 $15,000 $25,000 $971,840 $489,600 $393,960 = $43,280 For our services in creating this ad campaign, our agency will charge $95 per hour, making an eight-hour days’ worth of work cost $760. Also, since we will be purchasing and 3 orchestrating the various types of media for our client, Clif Bar, we will also be charging a 15% media commission fee totaling to $145,776 to be made payable to the agency (Janet Fazio Advertising, n. d. ). Evaluation of Effectiveness Evaluations will be conducted based on the target market that Simply Clif shares with other products of its kind. The target demographic of men and women 18 to 40 years of age was chosen because those people in that age group are more likely to engage in life-changing events such as eating healthier or having kids.Not only will Simply Clif satisfy the health food cravings of that age group, but it will also help in developing strong and healthy children. By segmenting dow n into this life-stage sect of the population, Simply Clif will not only appeal to the main target audience, but also secure product loyalty among future generations (Moriarty et al. , 2012). Other smoothie brands used to weigh the effectiveness of the campaign will be Naked and Odwalla. Both brands appeal to youth and will serve as acceptable benchmarks to measure the ad campaign’s effectiveness.Naked products are the more expensively priced of the two brands, with one 15. 2 ounce bottle retailing between $3. 19 and $3. 49 (The Nibble, n. d. ). One box of Odwalla’s smoothie product retails at $1. 49 (Beverage Industry, 2012). The size of the bottles affects the prices of the products, however, as Naked’s bottles are more than double the size of Odwalla’s bottles. Simply Clif bottles are 12 ounces and the retail price will be between $1. 49 and $3. 19 to provide the greatest value. Because the Clif Bar brand has not dealt in the smoothie industry yet, com paring the success of the campaign will be relatively simple.Evaluation of the campaign’s effectiveness will begin three months after the campaign has been introduced to the public. Effectiveness progress will be monitored every three months until the campaign has ended. At that time, a full 24 evaluation report will be conducted to judge the success of the entire campaign. If Simply Clif is successful in taking a portion of the smoothie market share from Naked and Odwalla, the campaign will be deemed successful. The types of metrics used to judge whether or not the campaign was effective