Events in bars and clubs Essay Example for Free

Events in bars and clubs Essay Another source of competition is how an event may have to source out its resources through sponsorship; this means that the event will be marketed to potential sponsors that will believe that the event will create a significant leverage to the companys own marketing initiative. Hence, it is also important to stress to the potential sponsors the benefits of the event. This is discussed by Mack in which the author pointed out that (25):â€Å"[ ] sponsorship allows organizations to reach their target market with less clutter than other communications methods, exposes the product/service directly to the market, and provides an excellent mechanism for the organization to give back to the community by which it is supported. Event sponsorship, or sponsorship marketing, refers to supporting various types of event [..] Whether the type of sponsorship is financial, media, or in-kind support (Cicora 1991), the list of company benefits derived from it can range from publicity, to product sales, image enhancement, or even improved employee morale (Decker 1991). In addition to getting sponsors, companies that are about to hold an event should also take into consideration its capabilities (Silvers). These include the ability to handle the demands of the event and the ability to have the resources. It is also important to have the ability to know how to handle different events; for instance, a bar that may be holding a fundraising concert may be faced with different challenges if organising a battle-of-the-bands. As Silvers pointed, although the core processes of these two events are the same, it should be noted that one of the important elements in events management is the ability to handle the differences in the requirements of different events. All in all, the events management concept can be considered as an important marketing activity in which an establishment or company is able to communicate certain initiatives to the public (Soares). Hence, events serve as an attractor especially if the company utilises popular channels such as concerts, dance events and exhibits,among others; these venues fulfil the curiosity, the wants and needs of the people which is why events continue to be patronised throughout time. Many enterprises venture into the nightlife sector by means of establishing bars and clubs. As Chatterton and Hollands discussed, the demand for these establishments is that these have been a part of the urban landscape; there is always the market among the youth, specifically the young professionals, who are â€Å"in search for the latest cool, chic, fashionable bar or club† (3). Because of this, it can be said that there is business in this industry, especially with the continuous influence of the entertainment and leisure sector. The nightlife scene which comprises of establishments such as bars and clubs can be also said to contribute to the local tourism initiatives (Chatteron Holland). The success of any bar or club requires a significant understanding of the business especially in the aspect of strategy. Lawson provides many guidelines in the success of any club or bar including a good understanding on food service operations (which is a fundamental in any bar or club), the facilities, the design, the themes, and last but not the least, the business aspects. Lawson therefore emphasised the business framework of these bars and clubs which are heavy in the marketing practice; this is because this is a means for companies to get customers into the establishment. Bars and clubs, therefore, do not just have to excel in the food service operations but also in its ability to add value to its basic concept, and that is, to add event concepts to its entire operations. This is further attested by Smith in which the author mentioned that in order for bars and clubs to succeed, it needs to continuously come up with something interesting; hence, in addition to food and drinks and the regular dance floor or in-house performer, it is the specific events that make these bars and clubs special. This is therefore a part not only in the marketing aspect of the bar and club but also these events help the customers to identify what else they can do in the establishment, or at least, have something to look forward to (Smith, 75). Brown and Miron also mentioned the role of events in the success of any bar or nughtclub; these fall in the aspect of marketing and advertising. When an event takes place, the tendency is that the event is supposed to pull more people into the establishment. Hence, events help in the increase in sales and to make the club and bar more memorable to the consumers.

Effectiveness of Direct Mail on Cigarette Vending Industry

Effectiveness of Direct Mail on Cigarette Vending Industry The Effectiveness of Direct Mail on the Cigarette Vending Industry in the United Kingdom Irrespective of the mode and methods adopted for marketing, including direct mail, the cigarette vending industry continues to prosper not only in the United Kingdom, but also across the world. At the same time there is a continuous rise in the spread of a number of diseases directly related with smoking including chronic respiratory diseases, cardiovascular diseases and various types of cancers in turn leading to increased death rates amongst the smoking populations. One of the major causes of premature deaths in developing countries, the figures for United Kingdom alone show that approximately 120,000 individuals die every year from diseases directly related to smoking, which is an alarming 20 present of all deaths in a given year. A similar study on smoking also revealed that cancer alone accounts for nearly a third of all deaths from smoking, and another one sixth die from other causes related to smoking. Figures for the younger generation entering the smoking populations of the United Kingdom showed that there was a gradual rise between the years 1988 and 1997,and a somewhat similar rise in the figures amongst adult smoking populations. Marketing departments of cigarette manufacturing companies around the world would least care that an individual smoking cigarette on a regular basis more than doubles the risk of dying before he or she reaches the age of 65. If there is any consolation for these companies adopting various lucrative direct mail strategies for vending and marketing cigarettes, smoking by pregnant women have been found to result in severe repercussions for the foetus as well as new born baby. These include an increased risk of miscarriage, reduced birth weight and potential for prenatal deaths. In similar context, parents who continue to smoke after pregnancy invite increased chances of sudden death syndrome in their infants. The following dissertation will however limit its discussions and studies, and present its findings on the effectiveness of direct mail in the cigarette vending industry of the United Kingdom. (DOH, 1998) Introduction One of the most widely accepted facts and one that has been proven beyond any doubt is that smoking poses a number of health risks. In addition smokers are more than likely to contract certain diseases in comparison to those who do not smoke at all. It is also a fact that smoking is largely accepted as an addictive habit, and with the passage of time, and advances in the study of and implications of smoking alto openly reveal that today it is not merely an addictive habit; on the contrary it is a collection of human behaviours which also includes smoking. It must also be borne in mind that since it is an addiction, and for some indeed a very strong habit, it is wrong to assume that this habit cannot be given up. In fact, there have been numerous cases where individuals have totally given up smoking. It is precisely this line of approach that has made major cigarette manufacturers to print health warning instructions on all their respective packs of cigarettes. Furthermore, majority of the cigarette manufacturing companies around the world, including those of the United Kingdom comply with requisite regulations and legislations with respect of marketing, advertisement and sales of cigarettes. There are also companies, which have their own pack labelling policies, which go beyond the requisite legislation of the respective host country. It is perhaps this lapse, if one may wish to call it, which has allowed majority of cigarette manufacturing companies to guise their marketing, promotion, advertising and selling policies into a philosophy which acknowledges the right of the adult populations to smoke, and consequently respect and protect that particular right. (Pierce et al,1998; Beemer and Siegel, 2000; Safer and Chaloupka, 1999; Anderson etal, 2002; Slade, 2001; Lewis and Littler, 1999) In pursuance of the rights of the smokers, cigarette manufacturing companies also stand against any excessive price regulations and tax measures which are presumably aimed at reducing demand for cigarettes. An independent view of a number of tax and price measures levied by various countries including the United Kingdom reveal that the smoking populations are unduly punished for the pleasure of smoking, and governments largely fail to take into account the huge sums generated from revenues on the various taxes levied on cigarettes. These high rates of taxes levied on cigarettes then results in the illegal and often illicit trade of smuggling cigarettes in turn undermining the legitimate market for cigarette companies running and operating under legal channels of business. A brief on the United Kingdoms cigarette industry reveals that 1 in every 5 cigarettes is smuggled into the country, which adds to a huge20 present of the entire cigarette industry of United Kingdom. In similar context is the call for a ban on the sale of duty free cigarettes, as the primary objective behind the promotion of duty free sale of cigarettes, or for that matter any other product is reduction in illicit trade of that particular item. A ban on the duty free sale of cigarettes would practically jeopardize the regulated duty free retail of that product, and at the same time have a minimal effect on the sale of cigarettes. On the contrary a ban on the duty free sale of cigarettes would simply bring about a shift in the market of cigarettes from a duty free environment to one that is largely controlled by domestic market. Another related aspect of the cigarette vending industry is that of various standards and policies which are aimed at raising awareness about the potential health risks associated with smoking. Trade zones such as those found in European Union for example are ample grounds for such standards and policies to be levied, which in turn allow for uniform results as well as derive common interests amongst the respective countries. The non-smoking segment of the populations is yet another vital area of focus for cigarette manufacturing companies. As also a public health issue, the non-smokers are prone to, and thus demand protective measures from passive smoking. In this respect, there exist two schools of thought; one that disregards any findings and conclusions, which present cigarette smoke as a potential health hazard for non-smokers. This group though acknowledges that cigarette smoke is indeed a source of annoyance as well as one of the causes of environmental pollution. Yet, they also call for an approach based on simple logic and common sense and co-operation. While the second school of thought, such as M/Gallaher, one of the major cigarette manufacturing and marketing companies in the UK, contend that government initiatives including the â€Å"Air Quality program are viable and productive programs to address vital public smoking issues. Literature Reviews There have a number of writings and case studies, which prove the effectiveness of direct mail on the cigarette vending industry,. These writings and studies have convincingly proven that direct mail has had positive affect and its influences have directly contributed to the rise in cigarette sales, in turn promoting the cigarette vending industry in general. Thus, it would not be wrong to state, as also proven from the following case studies, that the direct mail strategy in the cigarette vending industry has proven to affect smoking initiation as well as consumption. A brief historical perspective also reveals that cigarette manufacturing companies the world over have significantly changed their focus from the traditional advertising tithe use of techniques which emphasize on developing as well as maintaining a relationship with individual customers. Direct mail through direct communication thus offers cigarette-vending industry source of generating sales including obtaining measurable response in related areas of marketing. (Pierce et al, 1998; Beemer and Siegel,2000; Safer and Chaloupka, 1999; Anderson et al, 2002; Slade, 2001;Lewis and Littler, 1999) One of the most effective techniques, and perhaps one of the oldest as well, is that of utilizing mailing list of individuals maintained by major and minor cigarette vending companies alike. It is this list of individuals or customers, which serves as the potential for direct mail for cigarette vending industry. This list is also used for the distribution of coupons, sweepstakes offers, and brand-loyalty programme catalogues. Also included in the items distributed through direct mail are event announcements sponsored by the cigarette vending industry, and magazines published by major tobacco manufacturing companies. Practically all these items which are sent to individuals using the direct mail system contain activities and feature images which serve a two-fold purpose. First, these promotional items are designed in such a manner to make emotional appeals to customers. Second, they serve to strengthen, rather reinforce the existing images of the various brands of cigarettes in the market. There are different modes of collecting such list of individuals, which includes events that are sponsored by the cigarette industry, sweepstake forms, signed coupons as well as brand-loyalty program orders. These listings more often than not include some form of a response mechanism, which invites recipients to fill out surveys for example, or mention their lifestyle preferences. A statistic covering the US cigarette industry with particular reference to the role of direct mail reveals that there has been general rising trend in the use of direct mail in the United States. Brief on the 6 largest US cigarette manufacturers showed that they collectively spend a staggering amount of US 133.9 million dollars on direct mail in 2001. This was an increase of 131.8 present from the figures of 1998. One may note that these huge figures do not include sums spent on coupons or specialty items distributed through the mail system. (USFTC, 2002) A survey carried out by a team of doctors at the University of Medicine and Dentistry of New Jersey, in the United States provided for results which convincingly proved that direct mail in the cigarette vending industry not only enhanced initiation, but effectively raised the chances for potential smokers. This survey comprised of some 3900adults, and primarily focused on the answer to 3 questions. (University of Medicine and Dentistry NJ, 2002; SUDAAN, 2001) Questionnaire for the Survey Did any of the participant receive direct mail from a tobacco company within the last 6 months, including magazines, coupons, or catalogues. Did any of the participants use a coupon to buy cigarettes. Did any of the participants save any UPC codes, or tokens from any brand-loyalty programmes of a tobacco manufacturer. Results of the Survey The results of the above questionnaire from the selected adult participants showed that the current range of smoking populations were4 to 5 times more likely to have received direct mail within the past 6months as compared to those who had never smoked before or were belonged to the former smoking community. Second, the survey showed that smokers who had quit smoking in the last 12 months were 2 to 4 times more likely to receive direct mail as compared to those who had never smoked or those who belonged to the former smoking community. The survey also revealed that the white populations as compared to other groups of populations topped the list of individuals receiving direct mail offers for cigarettes or related material in aid of marketing for a given brand of cigarette. The use of coupons was found to be the highest amongst the female smoking community, white adults as well as those falling within the age group of 25 and 64 years. Similarly, saving for programs such as brand-reward programs was also found to be highest amongst current population of smokers, white segment of the population as well as the those falling within the age bracket of 18 and 24 years. Discussion on the Findings and Literature Review The above findings significantly provided evidence that direct mail served to increase the consumption of cigarettes, and subsequently ‘impede cessation. The said survey also found that coupons delivered through the direct mail to individuals were originally designed to bring about a reduction in prices of cigarettes, as well as simultaneously offset the impact of rise in taxes and other control measures levied by respective authorities. It was also found that programs offered through direct mail, such as brand-loyalty programs were intended to reward and encourage smokers through offer for additional purchases. The survey also revealed that direct mail marketing for cigarettes was originally designed to restrict switching of brands amongst customers. However, this strategy was only cover-up, and instead such direct mail offers allowed and in fact assisted smokers to continue smoking. The above literature review and survey on the role of direct mail on the cigarette vending industry shows numerous legislations, public campaigns against smoking, proven addictive behaviours resulting in serious health repercussions and rising awareness levels against thrill effects of smoking all have somewhat forced cigarette manufacturing companies the world over to adopt direct mail strategies. These direct mail strategies not only provide smokers with appealing and inviting messages; they move a step further and offer rewards for smoking. Direct mail also offers an excellent mode of communicating directly with customers, which is all too easily disguised and more than hidden from the piercing scrutiny of the public health community. It is also an effective strategy against rising restrictions on the different and traditional modes of advertising. In this respect a direct mail marketing plan of the world renowned Philip Morris also notes that direct mail is indeed one of the infl uencing factors in the use and consumption of cigarettes. (Slade, 2001; Strategic Plan, 1995) The above literature review and survey also reveals though direct mail is only one of the many marketing techniques adopted by cigarette vending industry, it is undoubtedly one which is witnessing continuous growth pattern, and one that is likely to grow in the future as well. The use of direct mail strategy is all the more worthy of concern as the cigarette vending industry is witnessed to continually change its marketing strategies in response to rising set of legislations and public opinion. It also a proven fact that practically all those involved in cigarette vending industry pursue a marketing strategy with a singular objective; one which aims to encourage initiation and consumption in smoking cigarettes. To curb such efforts, and to bring about a control for restricting such marketing strategies including direct mail, there is an ever-demanding need to fully comprehend marketing tactics utilized by cigarette vending industry. Included in these efforts is removal of the names of the individuals from the list maintained by cigarette vending industry by the smokers themselves as they decide to quit smoking. The exposure of probable intent on the part of cigarette vending industry and possible effects of such direct mail strategies along with measures, which serve as potential triggers, such as the presence of ashtrays, should also be taken into account. (Fiore et al, 2000; King, 2001) 2nd Literature Review In continuation with our dissertation on the effectiveness of direct mail on the cigarette vending industry, yet another research carried out by Lynn McFadden of the University of Strathclyde and published in the British Medical Journal issue of March 2001 is presented here. This research uncovers young peoples awareness about marketing strategies adopted by cigarette vending industry and their involvement and association with their smoking behaviours. One of the most successful methods of direct mail marketing is one, which is carried out at the point of sale. It is the venue of point of sale where a number of cigarette vending industrialists tend to focus, as also evident in the research findings of the University of Strathclyde. The research comprised of some 629 young people, aged between the ages of 15 and 16, and all of who had opted to be a part of the research through a postal consent procedure. The focus of the research, as also stated in the preceding lines waste examination of young peoples awareness of and involvement with cigarette marketing. The research also sought to determine the level of association, if any, amongst the group of young people between the level of awareness and the their smoking behaviours. The overall findings of the above research comprising of young people revealed an extra-ordinary high level of awareness and equally high levels of involvement of young people in the marketing strategies of cigarette vending industry. Out of the 629 participants involved in the research, some 95 present of them were more than aware of the various advertising techniques utilized by the cigarette vending industry, as also aware of the various methods utilized in the point of sale marketing. Thus, both the aspects, those of awareness and involvement with cigarette vending industry were strongly found to be related with being a smoker. This was more than proven from the statistics derived in the said research. For example out of the group of some 185 participants, 55 or a huge 30 present of the research participants admitted that they had received free gifts through coupons attached with the cigarette packs. A comparison with non-smoking community showed that only 11 present or 21 out of 199 participants had received fee gifts through coupons in the cigarette packs. Furthermore, it was also revealed in the same set of researches that aside from the awareness element about coupon schemes, participates were also equally aware about brand stretching and tobacco marketing, all of which were linked in some way or the other with their smoking habits. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) The above research thus concluded the young populations aged 15 and16 were not only fully aware on the various aspects of cigarette marketing including direct mail and marketing at the point of sales; they were also more than associated with the different cigarette vending industries in the marketing of cigarettes and both the awareness and involvement in the marketing were linked with their smoking status and habits. These findings also called for a more stringent set of statutory legislations, as compared to the otherwise voluntary regulations which are primarily designed to protect these teenagers, and which have become somewhat ineffective. Other findings from the above carried out researches revealed and established the fact that the role of the mass media in advertising encouraged smoking amongst the younger populations. From a purely economics perspective, the same findings showed that expenditure on advertising pointed towards an increase in the prevalence, while a drop in the expenditures on advertising resulted in the subsequent drop in the prevalence of cigarette consumption, thereby proving a direct relationship between advertising and consumption of cigarettes. These studies focusing on the younger population showed that teenagers smoking cigarettes are more likely to appreciate as also be aware of the tobacco and cigarette advertising related sponsorships, merchandising and vending. In line with such studies, other cohort studies on the same segment of teenage smoking populations resulted in similar results and furthermore predicted a tendency of future smoking behaviours amongst the researched populations. (DOH, 1992; Aitken et al,1987; Led with, 1984; Charlton et al, 1997; Altman et al, 1996; Aitken al, 1991) A similar experiment involving some 2400 teenagers all aged a 15years, yet only differentiated by sex and postal addresses were taken for a research project from an area in the North of England. These teenagers were invited to participate in the research programme after due consent from their parents/guardians with the primary objective of deriving some 280 smokers from the total lot of participants. With response rate of more than 48 present, some 1062 responded to the call for invitation and studies carried out from the set of questionnaires mailed to each participant along with the consent form. The results obtained from the 1062 participant teenagers (all aged15 years) showed that one in every 5 teenager was involved in smoking,214 teenagers or 20 present of the respondents were regular smokers,825 or a huge 78 present not regular smokers, while 23 respondents or 2percent of the total respondents declined to divulge their smoking status. In continuation with the studies on the teenage smoking population, a random number of 373 respondents were gradually removed from the research list, as they were not regular smokers. The removal of these selected respondents further narrowed the research to those who were in the habit of, or were involved in smoking cigarettes. The number of respondents was now brought down from 1062, as also stated in the opening lines of these paragraphs, to 686 candidates only. These 686 teenage candidates were then interviewed through a team of professional interviewers, who were in turn instructed to make at least4 clear attempts to gain positive research results. The interviewers were not given any prior information as the status of smoking habits of the interviewed candidates so as to derive a transparent set of findings. Here too, the permission of the parents/guardians was sought prior to the interview, as well as a 5-Pound gift voucher was also handed to each candidate. In carrying out the above research 629 out of the total 686respondents were successfully interviewed. Those who were left out did so due to the passage of time, as by the time the research was concluded, the respondents had entered their 16th year, whereas the entire team of research candidates belonged to the 15 year old age bracket only. Each of the candidates was given two sets of questionnaires; one included a face to face interview with the teenage candidate, while the candidate in the presence of their guardians/parents filled out the second questionnaire. One may note that there was no influence of the parents presence on the part of the respondent teenagers. Each of the questionnaires resulted in the awareness, as well as the involvement of the candidates with the different techniques used in the marketing by the cigarette vending industry including direct mail marketing. The findings of the research revealed the smoking habits/status of the teenage candidates, their future intentions for smoking, education levels, and smoking by their peers, siblings, and whether their parents smoked or not. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) A detailed analysis of the awareness element of the teenage group interviewed showed that in comparison to the non-smoking teenage population, those who smoked cigarettes were more than aware of practically all forms of marketing techniques including direct mail marketing. Information from the respondents showed that teenagers involved in smoking were also fully aware of the different types, but also knew about advertisements in magazines, newspapers, special price schemes, and offers for cigarettes. In addition, majority of the smoking teenage population had witnessed advertising on billboards, where more than fifty present of those interviewed had read about some form of cigarette marketing in the press. Also included were advertisements and marketing at point of sales, coupon schemes, and special price offers for cigarettes. Other findings from the research of the 15 year old teenagers revealed that 20 present of the said teenage population had witnessed some form of brand stretching, which included clothing or other items with logos of famous brands of cigarettes, new pack designs, the different and attractive nature and size of the cigarettes, free gifts offered through cigarettes, competitions, and watching famous personalities smoking in films and on television. Though at a lower level, there was awareness on the various promotional mails from cigarette vending industry, distribution of free cigarettes, and to some extent from the network, or the Internet. Thus, it was observed that young smokers were more than fully aware of practically all forms of cigarette marketing techniques including direct mail, in comparison to non-smokers or those who had tried to join the smoking populations. The awareness on the marketing aspect on the part of the teenage populations was more noticeable where free gifts, special price offers, promotional mail, and newer forms of cigarette packs and designs. Marketing of Cigarettes and Role of Teenagers As also stated in the above researched teenage smoking group, there was significant evidence to suggest the involvement and role of teenagers in the marketing of cigarettes including both direct mail and coupon schemes. It was also revealed there was little difference amongst male and female teenagers both of who participated somewhat equally in the marketing of cigarettes. A statistical break-up of the smoking teenager population and the non-smoking teenagers showed that more than fifty present of the smoking populations amongst the teenagers had willingly participated in one or other form of marketing for cigarette companies. In comparison, some 25 present of non-smokers and those who had tried smoking had also participated in some form of marketing for cigarettes. The above research on the teenage smoking population also showed that some 33 present of those interviewed had received free gifts through coupons schemes; another 25 present were in receipt of the special price offers for cigarettes, and a smaller 10 present of the teenage population had received free gifts through direct mail schemes at events organized by the cigarette vending company or received the same through promotional mail schemes. The above findings thus conclusively show that there is a more than strong relationship between awareness of each cigarette marketing technique and current smoking status while variable linked with teenage smoking are held constant. In particular, the awareness of coupon schemes and brand stretching are one way or the other linked to the enhanced probability of the individual being a current smoker, as also with having friends who smoke, siblings, or either parent being smoker. In this study, having friends as smokers was found to be a great influencing factor with the individual being a current smoker. The number of marketing techniques also varied and left a positive mark on the current smoking status and habit of the teenagers interviewed. Hereto, the presence of a close friend, either parent, or siblings was directly associated with an enhanced probability factor for a current smoker. A break up of the different marketing techniques to which the teenage populations are exposed show that package design or price promotion account for a larger exposure, as compared for example brand stretching and shop advertising, the latter of which had little or no effect on the teenage segment of the smoking population. In spite of the above findings, a common factor to emerge was that the young populations was observed to receive some form of benefit, reward, or reassurance from either of the cigarette vending industries; hence a reinforcement of smoking habits, or promotion of smoking amongst the teenage populations. These research more than confirms the need for a stronger set of legislation and laws. The research also calls for an equally tighter set of controls on the marketing techniques adopted by the cigarette vending industries across the United Kingdom. It also proves that the current voluntary form of regulations primarily designed to protect would be smokers, new smokers, and in particular teenage and younger populations are failing, and there is a greater and crucial need for revision of the same. The British Tobacco Advertising and Promotion Bill should be so designed to comprehensively ban some of the most famous forms of marketing such as coupon and brand stretching; the ban should move a step further and outlaw practically all forms and modes of marketing by the cigarette vending industry. Laws, Regulations and Loopholes Exploited by the Cigarette Vending Industry by Marketing/Promotion of Cigarettes This section of the dissertation will address some of the applicable laws and regulations presently levied in the United Kingdom as well as through the directives of the European Union for all member states respectively. It will also take into account the various loopholes and exploiting measures employed by the cigarette vending industry, as they bypass or practically ignore effective regulations to promote the sale of cigarettes, including various forms of direct mail, as also the subject of our above dissertation. One of the first sets of regulations is the European Union Directive98/43/EC, which was duly accepted as a law as of 30th July 1998. Theseus Directive specifically called for minimal tobacco advertising inside the shops. Though the directive contains a summary and overview of the measures and timetable for the implementation of the directive, the salient feature of this directive calls for member government of the European Union including United Kingdom to ban all forms of commercial communication as well as sponsorships, both of which primarily aim actor influence the promotion of tobacco products. An overview of the above said directive shows that though this covers vast area of advertising, and is largely utilized by the cigarette/tobacco vending industry to promote their respective products; the objective of the directive is to bring a halt to the transfer or changeover of promotion techniques used in the marketing of cigarettes. However, the same directive is all too easily exploited through loopholes and exemptions such as those enjoyed by the sellers of tobacco only, marketing at limited point of sales, imported publications, and use of vague language. Brand Stretching One of the areas which perhaps provide as one of the largest loopholes for the cigarette vending industry in their endeavours to market their brand of cigarettes is that of brand stretching. As also discussed in detail in the above present literature reviews and researches, brand stretching is the use of non-tobacco products and services to advertise tobacco and various cigarette brands. These include for example clothes with logos of famous cigarette brands, shoes, and other items, which though are one of the means for marketing; yet in reality they serve to attract the attention of current as well as would be smoker populations alike. This directive is one step short of a total ban on all forms of advertising including such direct mail advertising as utilized by Marlboro Classics, yet it allows governments to exempt advertising where the branding is visibly different from the brand of the cigarette and where advertising is done in good faith without clarifying the actual meaning of the phrase ‘good faith. Thus, we have a loophole duly utilized by the cigarette vending industry in the form of relaxation on such advertising, and use of such phrases as good faith. 3rd Literature Review An Insight into Advertising As One of the Strongest Forms of Direct mail Marketing Strategy Used by the Cigarette Vending Industry Studies carried out by British Governments health S Effectiveness of Direct Mail on Cigarette Vending Industry Effectiveness of Direct Mail on Cigarette Vending Industry The Effectiveness of Direct Mail on the Cigarette Vending Industry in the United Kingdom Irrespective of the mode and methods adopted for marketing, including direct mail, the cigarette vending industry continues to prosper not only in the United Kingdom, but also across the world. At the same time there is a continuous rise in the spread of a number of diseases directly related with smoking including chronic respiratory diseases, cardiovascular diseases and various types of cancers in turn leading to increased death rates amongst the smoking populations. One of the major causes of premature deaths in developing countries, the figures for United Kingdom alone show that approximately 120,000 individuals die every year from diseases directly related to smoking, which is an alarming 20 present of all deaths in a given year. A similar study on smoking also revealed that cancer alone accounts for nearly a third of all deaths from smoking, and another one sixth die from other causes related to smoking. Figures for the younger generation entering the smoking populations of the United Kingdom showed that there was a gradual rise between the years 1988 and 1997,and a somewhat similar rise in the figures amongst adult smoking populations. Marketing departments of cigarette manufacturing companies around the world would least care that an individual smoking cigarette on a regular basis more than doubles the risk of dying before he or she reaches the age of 65. If there is any consolation for these companies adopting various lucrative direct mail strategies for vending and marketing cigarettes, smoking by pregnant women have been found to result in severe repercussions for the foetus as well as new born baby. These include an increased risk of miscarriage, reduced birth weight and potential for prenatal deaths. In similar context, parents who continue to smoke after pregnancy invite increased chances of sudden death syndrome in their infants. The following dissertation will however limit its discussions and studies, and present its findings on the effectiveness of direct mail in the cigarette vending industry of the United Kingdom. (DOH, 1998) Introduction One of the most widely accepted facts and one that has been proven beyond any doubt is that smoking poses a number of health risks. In addition smokers are more than likely to contract certain diseases in comparison to those who do not smoke at all. It is also a fact that smoking is largely accepted as an addictive habit, and with the passage of time, and advances in the study of and implications of smoking alto openly reveal that today it is not merely an addictive habit; on the contrary it is a collection of human behaviours which also includes smoking. It must also be borne in mind that since it is an addiction, and for some indeed a very strong habit, it is wrong to assume that this habit cannot be given up. In fact, there have been numerous cases where individuals have totally given up smoking. It is precisely this line of approach that has made major cigarette manufacturers to print health warning instructions on all their respective packs of cigarettes. Furthermore, majority of the cigarette manufacturing companies around the world, including those of the United Kingdom comply with requisite regulations and legislations with respect of marketing, advertisement and sales of cigarettes. There are also companies, which have their own pack labelling policies, which go beyond the requisite legislation of the respective host country. It is perhaps this lapse, if one may wish to call it, which has allowed majority of cigarette manufacturing companies to guise their marketing, promotion, advertising and selling policies into a philosophy which acknowledges the right of the adult populations to smoke, and consequently respect and protect that particular right. (Pierce et al,1998; Beemer and Siegel, 2000; Safer and Chaloupka, 1999; Anderson etal, 2002; Slade, 2001; Lewis and Littler, 1999) In pursuance of the rights of the smokers, cigarette manufacturing companies also stand against any excessive price regulations and tax measures which are presumably aimed at reducing demand for cigarettes. An independent view of a number of tax and price measures levied by various countries including the United Kingdom reveal that the smoking populations are unduly punished for the pleasure of smoking, and governments largely fail to take into account the huge sums generated from revenues on the various taxes levied on cigarettes. These high rates of taxes levied on cigarettes then results in the illegal and often illicit trade of smuggling cigarettes in turn undermining the legitimate market for cigarette companies running and operating under legal channels of business. A brief on the United Kingdoms cigarette industry reveals that 1 in every 5 cigarettes is smuggled into the country, which adds to a huge20 present of the entire cigarette industry of United Kingdom. In similar context is the call for a ban on the sale of duty free cigarettes, as the primary objective behind the promotion of duty free sale of cigarettes, or for that matter any other product is reduction in illicit trade of that particular item. A ban on the duty free sale of cigarettes would practically jeopardize the regulated duty free retail of that product, and at the same time have a minimal effect on the sale of cigarettes. On the contrary a ban on the duty free sale of cigarettes would simply bring about a shift in the market of cigarettes from a duty free environment to one that is largely controlled by domestic market. Another related aspect of the cigarette vending industry is that of various standards and policies which are aimed at raising awareness about the potential health risks associated with smoking. Trade zones such as those found in European Union for example are ample grounds for such standards and policies to be levied, which in turn allow for uniform results as well as derive common interests amongst the respective countries. The non-smoking segment of the populations is yet another vital area of focus for cigarette manufacturing companies. As also a public health issue, the non-smokers are prone to, and thus demand protective measures from passive smoking. In this respect, there exist two schools of thought; one that disregards any findings and conclusions, which present cigarette smoke as a potential health hazard for non-smokers. This group though acknowledges that cigarette smoke is indeed a source of annoyance as well as one of the causes of environmental pollution. Yet, they also call for an approach based on simple logic and common sense and co-operation. While the second school of thought, such as M/Gallaher, one of the major cigarette manufacturing and marketing companies in the UK, contend that government initiatives including the â€Å"Air Quality program are viable and productive programs to address vital public smoking issues. Literature Reviews There have a number of writings and case studies, which prove the effectiveness of direct mail on the cigarette vending industry,. These writings and studies have convincingly proven that direct mail has had positive affect and its influences have directly contributed to the rise in cigarette sales, in turn promoting the cigarette vending industry in general. Thus, it would not be wrong to state, as also proven from the following case studies, that the direct mail strategy in the cigarette vending industry has proven to affect smoking initiation as well as consumption. A brief historical perspective also reveals that cigarette manufacturing companies the world over have significantly changed their focus from the traditional advertising tithe use of techniques which emphasize on developing as well as maintaining a relationship with individual customers. Direct mail through direct communication thus offers cigarette-vending industry source of generating sales including obtaining measurable response in related areas of marketing. (Pierce et al, 1998; Beemer and Siegel,2000; Safer and Chaloupka, 1999; Anderson et al, 2002; Slade, 2001;Lewis and Littler, 1999) One of the most effective techniques, and perhaps one of the oldest as well, is that of utilizing mailing list of individuals maintained by major and minor cigarette vending companies alike. It is this list of individuals or customers, which serves as the potential for direct mail for cigarette vending industry. This list is also used for the distribution of coupons, sweepstakes offers, and brand-loyalty programme catalogues. Also included in the items distributed through direct mail are event announcements sponsored by the cigarette vending industry, and magazines published by major tobacco manufacturing companies. Practically all these items which are sent to individuals using the direct mail system contain activities and feature images which serve a two-fold purpose. First, these promotional items are designed in such a manner to make emotional appeals to customers. Second, they serve to strengthen, rather reinforce the existing images of the various brands of cigarettes in the market. There are different modes of collecting such list of individuals, which includes events that are sponsored by the cigarette industry, sweepstake forms, signed coupons as well as brand-loyalty program orders. These listings more often than not include some form of a response mechanism, which invites recipients to fill out surveys for example, or mention their lifestyle preferences. A statistic covering the US cigarette industry with particular reference to the role of direct mail reveals that there has been general rising trend in the use of direct mail in the United States. Brief on the 6 largest US cigarette manufacturers showed that they collectively spend a staggering amount of US 133.9 million dollars on direct mail in 2001. This was an increase of 131.8 present from the figures of 1998. One may note that these huge figures do not include sums spent on coupons or specialty items distributed through the mail system. (USFTC, 2002) A survey carried out by a team of doctors at the University of Medicine and Dentistry of New Jersey, in the United States provided for results which convincingly proved that direct mail in the cigarette vending industry not only enhanced initiation, but effectively raised the chances for potential smokers. This survey comprised of some 3900adults, and primarily focused on the answer to 3 questions. (University of Medicine and Dentistry NJ, 2002; SUDAAN, 2001) Questionnaire for the Survey Did any of the participant receive direct mail from a tobacco company within the last 6 months, including magazines, coupons, or catalogues. Did any of the participants use a coupon to buy cigarettes. Did any of the participants save any UPC codes, or tokens from any brand-loyalty programmes of a tobacco manufacturer. Results of the Survey The results of the above questionnaire from the selected adult participants showed that the current range of smoking populations were4 to 5 times more likely to have received direct mail within the past 6months as compared to those who had never smoked before or were belonged to the former smoking community. Second, the survey showed that smokers who had quit smoking in the last 12 months were 2 to 4 times more likely to receive direct mail as compared to those who had never smoked or those who belonged to the former smoking community. The survey also revealed that the white populations as compared to other groups of populations topped the list of individuals receiving direct mail offers for cigarettes or related material in aid of marketing for a given brand of cigarette. The use of coupons was found to be the highest amongst the female smoking community, white adults as well as those falling within the age group of 25 and 64 years. Similarly, saving for programs such as brand-reward programs was also found to be highest amongst current population of smokers, white segment of the population as well as the those falling within the age bracket of 18 and 24 years. Discussion on the Findings and Literature Review The above findings significantly provided evidence that direct mail served to increase the consumption of cigarettes, and subsequently ‘impede cessation. The said survey also found that coupons delivered through the direct mail to individuals were originally designed to bring about a reduction in prices of cigarettes, as well as simultaneously offset the impact of rise in taxes and other control measures levied by respective authorities. It was also found that programs offered through direct mail, such as brand-loyalty programs were intended to reward and encourage smokers through offer for additional purchases. The survey also revealed that direct mail marketing for cigarettes was originally designed to restrict switching of brands amongst customers. However, this strategy was only cover-up, and instead such direct mail offers allowed and in fact assisted smokers to continue smoking. The above literature review and survey on the role of direct mail on the cigarette vending industry shows numerous legislations, public campaigns against smoking, proven addictive behaviours resulting in serious health repercussions and rising awareness levels against thrill effects of smoking all have somewhat forced cigarette manufacturing companies the world over to adopt direct mail strategies. These direct mail strategies not only provide smokers with appealing and inviting messages; they move a step further and offer rewards for smoking. Direct mail also offers an excellent mode of communicating directly with customers, which is all too easily disguised and more than hidden from the piercing scrutiny of the public health community. It is also an effective strategy against rising restrictions on the different and traditional modes of advertising. In this respect a direct mail marketing plan of the world renowned Philip Morris also notes that direct mail is indeed one of the infl uencing factors in the use and consumption of cigarettes. (Slade, 2001; Strategic Plan, 1995) The above literature review and survey also reveals though direct mail is only one of the many marketing techniques adopted by cigarette vending industry, it is undoubtedly one which is witnessing continuous growth pattern, and one that is likely to grow in the future as well. The use of direct mail strategy is all the more worthy of concern as the cigarette vending industry is witnessed to continually change its marketing strategies in response to rising set of legislations and public opinion. It also a proven fact that practically all those involved in cigarette vending industry pursue a marketing strategy with a singular objective; one which aims to encourage initiation and consumption in smoking cigarettes. To curb such efforts, and to bring about a control for restricting such marketing strategies including direct mail, there is an ever-demanding need to fully comprehend marketing tactics utilized by cigarette vending industry. Included in these efforts is removal of the names of the individuals from the list maintained by cigarette vending industry by the smokers themselves as they decide to quit smoking. The exposure of probable intent on the part of cigarette vending industry and possible effects of such direct mail strategies along with measures, which serve as potential triggers, such as the presence of ashtrays, should also be taken into account. (Fiore et al, 2000; King, 2001) 2nd Literature Review In continuation with our dissertation on the effectiveness of direct mail on the cigarette vending industry, yet another research carried out by Lynn McFadden of the University of Strathclyde and published in the British Medical Journal issue of March 2001 is presented here. This research uncovers young peoples awareness about marketing strategies adopted by cigarette vending industry and their involvement and association with their smoking behaviours. One of the most successful methods of direct mail marketing is one, which is carried out at the point of sale. It is the venue of point of sale where a number of cigarette vending industrialists tend to focus, as also evident in the research findings of the University of Strathclyde. The research comprised of some 629 young people, aged between the ages of 15 and 16, and all of who had opted to be a part of the research through a postal consent procedure. The focus of the research, as also stated in the preceding lines waste examination of young peoples awareness of and involvement with cigarette marketing. The research also sought to determine the level of association, if any, amongst the group of young people between the level of awareness and the their smoking behaviours. The overall findings of the above research comprising of young people revealed an extra-ordinary high level of awareness and equally high levels of involvement of young people in the marketing strategies of cigarette vending industry. Out of the 629 participants involved in the research, some 95 present of them were more than aware of the various advertising techniques utilized by the cigarette vending industry, as also aware of the various methods utilized in the point of sale marketing. Thus, both the aspects, those of awareness and involvement with cigarette vending industry were strongly found to be related with being a smoker. This was more than proven from the statistics derived in the said research. For example out of the group of some 185 participants, 55 or a huge 30 present of the research participants admitted that they had received free gifts through coupons attached with the cigarette packs. A comparison with non-smoking community showed that only 11 present or 21 out of 199 participants had received fee gifts through coupons in the cigarette packs. Furthermore, it was also revealed in the same set of researches that aside from the awareness element about coupon schemes, participates were also equally aware about brand stretching and tobacco marketing, all of which were linked in some way or the other with their smoking habits. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) The above research thus concluded the young populations aged 15 and16 were not only fully aware on the various aspects of cigarette marketing including direct mail and marketing at the point of sales; they were also more than associated with the different cigarette vending industries in the marketing of cigarettes and both the awareness and involvement in the marketing were linked with their smoking status and habits. These findings also called for a more stringent set of statutory legislations, as compared to the otherwise voluntary regulations which are primarily designed to protect these teenagers, and which have become somewhat ineffective. Other findings from the above carried out researches revealed and established the fact that the role of the mass media in advertising encouraged smoking amongst the younger populations. From a purely economics perspective, the same findings showed that expenditure on advertising pointed towards an increase in the prevalence, while a drop in the expenditures on advertising resulted in the subsequent drop in the prevalence of cigarette consumption, thereby proving a direct relationship between advertising and consumption of cigarettes. These studies focusing on the younger population showed that teenagers smoking cigarettes are more likely to appreciate as also be aware of the tobacco and cigarette advertising related sponsorships, merchandising and vending. In line with such studies, other cohort studies on the same segment of teenage smoking populations resulted in similar results and furthermore predicted a tendency of future smoking behaviours amongst the researched populations. (DOH, 1992; Aitken et al,1987; Led with, 1984; Charlton et al, 1997; Altman et al, 1996; Aitken al, 1991) A similar experiment involving some 2400 teenagers all aged a 15years, yet only differentiated by sex and postal addresses were taken for a research project from an area in the North of England. These teenagers were invited to participate in the research programme after due consent from their parents/guardians with the primary objective of deriving some 280 smokers from the total lot of participants. With response rate of more than 48 present, some 1062 responded to the call for invitation and studies carried out from the set of questionnaires mailed to each participant along with the consent form. The results obtained from the 1062 participant teenagers (all aged15 years) showed that one in every 5 teenager was involved in smoking,214 teenagers or 20 present of the respondents were regular smokers,825 or a huge 78 present not regular smokers, while 23 respondents or 2percent of the total respondents declined to divulge their smoking status. In continuation with the studies on the teenage smoking population, a random number of 373 respondents were gradually removed from the research list, as they were not regular smokers. The removal of these selected respondents further narrowed the research to those who were in the habit of, or were involved in smoking cigarettes. The number of respondents was now brought down from 1062, as also stated in the opening lines of these paragraphs, to 686 candidates only. These 686 teenage candidates were then interviewed through a team of professional interviewers, who were in turn instructed to make at least4 clear attempts to gain positive research results. The interviewers were not given any prior information as the status of smoking habits of the interviewed candidates so as to derive a transparent set of findings. Here too, the permission of the parents/guardians was sought prior to the interview, as well as a 5-Pound gift voucher was also handed to each candidate. In carrying out the above research 629 out of the total 686respondents were successfully interviewed. Those who were left out did so due to the passage of time, as by the time the research was concluded, the respondents had entered their 16th year, whereas the entire team of research candidates belonged to the 15 year old age bracket only. Each of the candidates was given two sets of questionnaires; one included a face to face interview with the teenage candidate, while the candidate in the presence of their guardians/parents filled out the second questionnaire. One may note that there was no influence of the parents presence on the part of the respondent teenagers. Each of the questionnaires resulted in the awareness, as well as the involvement of the candidates with the different techniques used in the marketing by the cigarette vending industry including direct mail marketing. The findings of the research revealed the smoking habits/status of the teenage candidates, their future intentions for smoking, education levels, and smoking by their peers, siblings, and whether their parents smoked or not. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) A detailed analysis of the awareness element of the teenage group interviewed showed that in comparison to the non-smoking teenage population, those who smoked cigarettes were more than aware of practically all forms of marketing techniques including direct mail marketing. Information from the respondents showed that teenagers involved in smoking were also fully aware of the different types, but also knew about advertisements in magazines, newspapers, special price schemes, and offers for cigarettes. In addition, majority of the smoking teenage population had witnessed advertising on billboards, where more than fifty present of those interviewed had read about some form of cigarette marketing in the press. Also included were advertisements and marketing at point of sales, coupon schemes, and special price offers for cigarettes. Other findings from the research of the 15 year old teenagers revealed that 20 present of the said teenage population had witnessed some form of brand stretching, which included clothing or other items with logos of famous brands of cigarettes, new pack designs, the different and attractive nature and size of the cigarettes, free gifts offered through cigarettes, competitions, and watching famous personalities smoking in films and on television. Though at a lower level, there was awareness on the various promotional mails from cigarette vending industry, distribution of free cigarettes, and to some extent from the network, or the Internet. Thus, it was observed that young smokers were more than fully aware of practically all forms of cigarette marketing techniques including direct mail, in comparison to non-smokers or those who had tried to join the smoking populations. The awareness on the marketing aspect on the part of the teenage populations was more noticeable where free gifts, special price offers, promotional mail, and newer forms of cigarette packs and designs. Marketing of Cigarettes and Role of Teenagers As also stated in the above researched teenage smoking group, there was significant evidence to suggest the involvement and role of teenagers in the marketing of cigarettes including both direct mail and coupon schemes. It was also revealed there was little difference amongst male and female teenagers both of who participated somewhat equally in the marketing of cigarettes. A statistical break-up of the smoking teenager population and the non-smoking teenagers showed that more than fifty present of the smoking populations amongst the teenagers had willingly participated in one or other form of marketing for cigarette companies. In comparison, some 25 present of non-smokers and those who had tried smoking had also participated in some form of marketing for cigarettes. The above research on the teenage smoking population also showed that some 33 present of those interviewed had received free gifts through coupons schemes; another 25 present were in receipt of the special price offers for cigarettes, and a smaller 10 present of the teenage population had received free gifts through direct mail schemes at events organized by the cigarette vending company or received the same through promotional mail schemes. The above findings thus conclusively show that there is a more than strong relationship between awareness of each cigarette marketing technique and current smoking status while variable linked with teenage smoking are held constant. In particular, the awareness of coupon schemes and brand stretching are one way or the other linked to the enhanced probability of the individual being a current smoker, as also with having friends who smoke, siblings, or either parent being smoker. In this study, having friends as smokers was found to be a great influencing factor with the individual being a current smoker. The number of marketing techniques also varied and left a positive mark on the current smoking status and habit of the teenagers interviewed. Hereto, the presence of a close friend, either parent, or siblings was directly associated with an enhanced probability factor for a current smoker. A break up of the different marketing techniques to which the teenage populations are exposed show that package design or price promotion account for a larger exposure, as compared for example brand stretching and shop advertising, the latter of which had little or no effect on the teenage segment of the smoking population. In spite of the above findings, a common factor to emerge was that the young populations was observed to receive some form of benefit, reward, or reassurance from either of the cigarette vending industries; hence a reinforcement of smoking habits, or promotion of smoking amongst the teenage populations. These research more than confirms the need for a stronger set of legislation and laws. The research also calls for an equally tighter set of controls on the marketing techniques adopted by the cigarette vending industries across the United Kingdom. It also proves that the current voluntary form of regulations primarily designed to protect would be smokers, new smokers, and in particular teenage and younger populations are failing, and there is a greater and crucial need for revision of the same. The British Tobacco Advertising and Promotion Bill should be so designed to comprehensively ban some of the most famous forms of marketing such as coupon and brand stretching; the ban should move a step further and outlaw practically all forms and modes of marketing by the cigarette vending industry. Laws, Regulations and Loopholes Exploited by the Cigarette Vending Industry by Marketing/Promotion of Cigarettes This section of the dissertation will address some of the applicable laws and regulations presently levied in the United Kingdom as well as through the directives of the European Union for all member states respectively. It will also take into account the various loopholes and exploiting measures employed by the cigarette vending industry, as they bypass or practically ignore effective regulations to promote the sale of cigarettes, including various forms of direct mail, as also the subject of our above dissertation. One of the first sets of regulations is the European Union Directive98/43/EC, which was duly accepted as a law as of 30th July 1998. Theseus Directive specifically called for minimal tobacco advertising inside the shops. Though the directive contains a summary and overview of the measures and timetable for the implementation of the directive, the salient feature of this directive calls for member government of the European Union including United Kingdom to ban all forms of commercial communication as well as sponsorships, both of which primarily aim actor influence the promotion of tobacco products. An overview of the above said directive shows that though this covers vast area of advertising, and is largely utilized by the cigarette/tobacco vending industry to promote their respective products; the objective of the directive is to bring a halt to the transfer or changeover of promotion techniques used in the marketing of cigarettes. However, the same directive is all too easily exploited through loopholes and exemptions such as those enjoyed by the sellers of tobacco only, marketing at limited point of sales, imported publications, and use of vague language. Brand Stretching One of the areas which perhaps provide as one of the largest loopholes for the cigarette vending industry in their endeavours to market their brand of cigarettes is that of brand stretching. As also discussed in detail in the above present literature reviews and researches, brand stretching is the use of non-tobacco products and services to advertise tobacco and various cigarette brands. These include for example clothes with logos of famous cigarette brands, shoes, and other items, which though are one of the means for marketing; yet in reality they serve to attract the attention of current as well as would be smoker populations alike. This directive is one step short of a total ban on all forms of advertising including such direct mail advertising as utilized by Marlboro Classics, yet it allows governments to exempt advertising where the branding is visibly different from the brand of the cigarette and where advertising is done in good faith without clarifying the actual meaning of the phrase ‘good faith. Thus, we have a loophole duly utilized by the cigarette vending industry in the form of relaxation on such advertising, and use of such phrases as good faith. 3rd Literature Review An Insight into Advertising As One of the Strongest Forms of Direct mail Marketing Strategy Used by the Cigarette Vending Industry Studies carried out by British Governments health S

The Advantages Of Using DFIG

The Advantages Of Using DFIG In addition to its stator, the DFIGs rotor is also connected to the grid using a power converter (Picture 3). This type is very common for wind turbines as it offers certain advantages compared to other types: It can operate like a synchronous generator and at variable speed, although its stator is directly connected to the grid. The converter can adequately control the voltage (phase and magnitude) that is applied to the rotor and as a consequence control the magnetic fields frequency or speed. It actually forms an AC excitation with a variable frequency, just like the DC excitation used in synchronous generators. This operation gives the DFIG the benefits of a synchronous generator. These benefits include the separate control of reactive and active power, or the control of the wind turbines power factor. The DFIG wind turbines are better than other designs in terms of grid compatibility. It can operate at variable speed, sub- or super synchronously. The optimum speed can be chosen by adjusting the frequency and phase of the voltage that is applied to the rotor, and is such that maximum power is obtained by the wind, in different wind speeds. Since it can operate as synchronous generator, a major advantage of large DFIG wind turbines is that they can contribute to the systems stability after a fault occurs. However, this relies heavily on the control options given by the power converter. Moreover, A DFIG wind turbine can generate reactive power even when the mechanical part is not operating and in not delivering active power. Relative to other variable speed generators, DFIGs power converter is rated at lower power (i.e. about 30% of the wind turbines rated power), since only part of the total power delivered by the wind turbine is transferred through the converter. This makes the wind turbine cheaper and lighter. The power mentioned above, can be either delivered by the rotor (when the turbine rotates with a higher than the synchronous speed), or absorbed (when its speed is below the sync speed). This double mode gives the DFIG the ability to operate at speeds below or above even by 50% of the sync speed, although actually lower variations are chosen. Compared to other generators with variable speed, which use external rotor resistances to allow variable speed, DFIG are more energy efficient, since there is little power dissipated in the converter. DFIG can be accurately controlled due to the fact that the power converter can adjust both the magnitude and phase of the voltage applied to the rotor. This attribute, combined with pitch-control in wind turbines offers the operator more accurate power control, especially in high winds where high power output can cause severe damage to the equipment. Finally DFIG shares the benefits of synchronous and inductive generators regarding its contribution to power systems stability. Appropriate control can improve the damping of power variations in the system, without compromising voltage control. +voltage control Picture 1 Active Management in the distribution network [4], [5], [6] The dispersed nature of renewable resources necessitates their connection at the distribution network, which was designed in order to convey power from high to low voltage. Now, with the introduction of renewable electricity sources, the power can follow any direction, affecting the power and voltage quality as well as the security of the system. Therefore considerable amounts of money should be spent for their upgrade, if the optimum renewable potential is to be achieved. Another, less expensive approach is the transition from the networks traditional passive operation to their active management. Under active management approach, new control and communication technologies are incorporated into the system and allow the operator to control in real time the voltage, the power flows and even the fault levels. The main options under active management are: Power flow management The risks regarding the network power flows must be sufficiently eliminated. The possibility of the distributed generators to deliver power above the systems ratings-capacity can significantly threat the systems operation. This is a serious issue, especially in case of a circuit outage. The power flow management protects the systems parts taking into account their nominal capacity. Voltage control The voltage at a bus is affected by the real and reactive power on that bus as well as the R and X values of the line. The voltage change at that bus is approximately equal to. The most significant issue accruing from the introduction of distributed generators at the distribution networks is the voltage rise at the connected bus. The operator can choose appropriate R and X values but this would require an expensive network upgrade. The control of P and Q is a less expensive option, and this is why it is preferred. The main actions usually taken are: On-load transformer tapping: The operator might reduce/increase the voltage at the primary substation reducing/increasing all the subsequent voltages. Nevertheless, in case of reducing the voltage, a possible generator disconnection might drive the voltage below its allowable limit. Power factor or/and voltage control: see question 4 Reactive power compensation: Appropriate devices (capacitor banks, STACOM etc) can be connected on critical buses, so that they deliver/absorb reactive power and fix the voltage profile. Generation curtailment: another way to mitigate a voltage rise, would be to curtail real power generation from the distributed generators. However, this sets a significant constraint in the renewable energy that can be exploited. Fault level management : see below Load management Reducing or shifting adjustable loads can alleviate the pressure on the networks operation, especially in case of very low renewable generation. Power quality management The operator exploits various capabilities at the generators, loads or other special devices to maintain the powers high quality in terms of harmonics, voltage disturbances etc. Power Factor vs Voltage Control [7], [8], [9] The dominant negative impact of connecting generators in the distribution network is the distortion of the voltage profile. The simplest, but at the same time the most expensive, solution for this problem is the upgrade of the local grid. However, there are more efficient ways, (borrowed by the operation of the transmission networks) that could allow for larger DG penetration without big distortions at the voltage profile. Two of them, concerning the generators operation, are: Power factor control: the generator operates at a constant power factor. The reactive follows the real power output so that their ratio remains constant. This kind of operation was required by the distribution network operator (DNO) in the context of the fit and forget rationale, with which all the low voltage networks were initially designed. The major advantage of this method is that it does not disrupt the operation of other regulation devices, such as OLTC. However, it may have a negative impact on the voltage at the connected bus, since it tends to contribute to the voltage variation which is influenced by the changes in power flows. As a consequence, this approach limits the total generation capacity that can be connected on the network. Voltage control: the generator adjusts its reactive power output so that the voltage at the connection bus remains within the allowable limits. This adjustment is done according to the real power output and the voltage drop or rise occurring at the bus. Obviously, the generators power factor is not constant anymore, although an upper and a lower limit would normally apply. The DNO are not very keen on allowing generators to operate in that way, since this operation could considerably affect the operation of other voltage regulation devices, such as OLTC transformers. Moreover, if a small generator tries to correct a high voltage change, it might need to set its reactive power output at a critical high or low level. This sort of dangerous operation close to the thermal or overcurrent limits entails a significant increase in the maintenance cost, or even worse, it can activate the protections and cause a sudden trip. A combination of the two approaches described above is considered the best solution regarding the optimum operation of a distributed generator. The main idea is that the generator operates with a constant power factor until the point where the voltage at the connected bus reaches the upper or lower allowable limit. At this point, the power factor control is deactivated, letting the generator to adjust its reactive power output and fix the voltage. Again, the power factor must be kept within its the allowable limits. When the voltage returns within its limits, the power factor control is reactivated. The consequences of new DG capacity on network fault levels and protection [4] The connection of distributed generation, using either synchronous or inductive generators, causes an increase in the systems fault levels, owing to the additional generation that could feed a potential fault current. This is especially the case at the very edges and weak parts of the distribution network, where the renewable generators are usually connected. The new fault levels might exceed the rating of the existing protections. Such an implication could cause significant damage to the protection equipment and set the systems security at high risk or ultimately incur supply interruptions. But most importantly could set personnels life in to severe danger. Therefore, every time a new distributed generator is connected, the fault levels must be re-examined and wherever is deemed necessary, protections must be upgraded. In some cases it might be necessary to upgrade the respective part of the network (reduce the R and X values new lines or/and transformers), which would usually requ ire significant amount of money. Nonetheless, in the context of the active management operation of the distribution network, the operator can take some alternative measures: Advanced converter technology: the use of advanced power inverters, makes a generators contribution to the fault current much lower. The more advanced a converter, the higher its cost. Network reconfiguration: changing the topology of the network could change the fault level at some buses. This operation is already available in most of the networks for maintenance purposes. Is Limiter: a device that can instantly increase the systems impedance (lower fault level) in case of an incident, but it needs replacement after each use. Sequential switching: the contribution at the fault current by one or a team of distributed generators can be isolated in case of a fault in a different section. The need for active power balancing in networks with high penetration of renewable energy resources In order for the frequency of a system to be maintained, the total real power generation must always be equal to the total real power load and losses. A distortion of this balance could cause a frequency deviation beyond the allowable limits and hence, damage the equipment and the loads. Therefore, it is of major importance that the system operator must always retain the active power balance. Most of the prevailing renewable energy resources, such as wind or solar, have an intermittent behaviour and their output relies on the weather/climate conditions and hence, cannot be controlled. Although there were significant advances in the weather forecasting, errors are still present. Moreover, any sudden incidents that could trip a big part of the total generation (not only renewable) could also contribute to a real power unbalance. Adding to this the fact that the demand can also vary, the large penetration of renewable resources increases considerably the risk for the systems stability. The main techniques that a system operator can use in order to maintain the power balance are: Storage: Large (compressed air, hydro-pump storage, flywheels etc) or smaller (EV etc) storage facilities can contribute to the real power balancing. They can store energy when the renewable generation exceeds the total load and deliver it back to the network when the total generation is not sufficient to meet the demand. Some storage technologies are better than others in terms of their performance, however all of them are quite capable of quickly adjusting their output to support the systems frequency. Nonetheless, most of the storage technologies are still very expensive. Pump storage, a cheaper option, is naturally constrained, while the massive introduction of EV is not feasible in the foreseeable future. Demand Side Management: The active power equation has two sides. Available for adjusting or shifting demand could adequately contribute to the systems stability when the renewable sources are lower than expected, if appropriate incentives are given to the consumers. Dispatchable units: The unbalances risk that might emerge by the large penetration of renewable energy resources could be offset by large and fast, in terms of start-up and output, generating units, such as hydro or gas plants. However, hydro plants are naturally constrained and gas power plants are still causing carbon emissions, albeit fewer than the coal generators. Interconnections: Interconnections between large electricity grids could significantly reduce the risk associated with the large penetration of renewable energy sources. Each system could either absorb or deliver real power from its counterpart depending on its total generation and demand. DC interconnections are more common, since they can transfer more real power and isolate the two systems in terms of frequency control, although they are more expensive than conventional AC interconnections.

Religious Discrimination Essay -- Religion Discrimination Discriminati

Religious Discrimination Table of Contents 1. Introduction  Ã‚  Ã‚  Ã‚  Ã‚  1 2. Definitions  Ã‚  Ã‚  Ã‚  Ã‚  2 2.1 Religious Belief  Ã‚  Ã‚  Ã‚  Ã‚  2 2.2 Religious Discrimination  Ã‚  Ã‚  Ã‚  Ã‚  3 3. Title VII of the Civil Rights Act of 1964  Ã‚  Ã‚  Ã‚  Ã‚  3 3.1 Prohibitions  Ã‚  Ã‚  Ã‚  Ã‚  3 3.2 Accommodations and Undue Hardship  Ã‚  Ã‚  Ã‚  Ã‚  4 3.3 Who is Subject to the Provisions under Title VII?  Ã‚  Ã‚  Ã‚  Ã‚  5 4. How to Handle Religious Discrimination in the Workplace  Ã‚  Ã‚  Ã‚  Ã‚  6 4.1 Preventive Measures  Ã‚  Ã‚  Ã‚  Ã‚  6 4.2 Filing a Charge  Ã‚  Ã‚  Ã‚  Ã‚  8 5. Cloutier v. Costco Wholesale  Ã‚  Ã‚  Ã‚  Ã‚  9 6. Religious Discrimination after September 11, 2001  Ã‚  Ã‚  Ã‚  Ã‚  12 7. Summary and Conclusion  Ã‚  Ã‚  Ã‚  Ã‚  13 7.1 Summary  Ã‚  Ã‚  Ã‚  Ã‚  13 7.2 Conclusion  Ã‚  Ã‚  Ã‚  Ã‚  15 1. Introduction Title VII of the Civil Rights Act of 1964 prohibits employers from discriminating against applicants and employees because of their race, color, religion, sex or national origin. Religious Discrimination as part of the Civil Rights Act is the subject of this term paper. Initially, I will give a brief definition of â€Å"religious belief† and â€Å"religious discrimination† and write afterwards about prohibitions regarding religious discrimination, reasonably accommodation of religious beliefs and practices, undue hardship, and about the question â€Å"Who is subject to the provisions under Title VII?†. Furthermore, I will enter into the question how employers and employees should handle religious discrimination in the workplace. Since discrimination in the workplace cannot only cause costly lawsuits, but also has an impact on the moral of the employees, I will name some preventive measures. After that, I will switch to the employee’s view and give the reader an idea of what an employee should consider when filing a charge because of religious discrimination. Then, I will present the case Cloutier v. Costco Wholesale, which shall illustrate how everything fits together – from the broad definition of religion to the handling of a filed charge. According to statistics of the Equal Employment Opportunity Commission (EEOC) and state and local fair employment practices agencies, the number of charges alleging workplace discrimination based on religion or national origin has been significantly increased after September 11, 2001. Therefore, I will deal in this term paper with the influence of the attacks on the World Trade Center and the Pentagon on religious discrimination in the workplace. Finally, I... ...pportunity Commission. (2002, June). Facts About Religious Discrimination. Retrieved from: http://www.eeoc.gov/facts/fs-relig.html The U.S. Equal Employment Opportunity Commission. (1997, June). Filing a Charge. Retrieved from: http://www.eeoc.gov/facts/howtofil.html The U.S. Equal Employment Opportunity Commission. (2002, May). QUESTIONS AND ANSWERS ABOUT THE WORKPLACE RIGHTS OF MUSLIMS, ARABS, SOUTH ASIANS, AND SIKHS UNDER THE EQUAL EMPLOYMENT OPPORTUNITY LAWS. Retrieved from: http://www.eeoc.gov/facts/backlash-employee.html The U.S. Equal Employment Opportunity Commission. (2004, November). Religious Discrimination. Retrieved from: http://www.eeoc.gov/types/religion.html The U.S. Equal Employment Opportunity Commission. (1997, January). Title VII of the Civil Rights Act of 1964. Retrieved from: http://www.eeoc.gov/policy/vii.html Vorys, Sater, Seymour and Pease LLP. (2002, October). Religious discrimination – Accommodating differences in the workplace. Retrieved from: http://www.vssp.com/CM/Articles/articles871.asp workindex. (2004, November). Ten Tips For Avoiding Religious Discrimination. Retrieved from: http://www.workindex.com/editorial/hre/hre0411-05.asp

Othello vs O the Modern Spin Essay -- essays research papers

‘O is a modern spin on Othello that attempts to address issues that are relevant for a contemporary audience. However, ultimately the literary value of Othello is lost in this appropriation† The film ‘O’ directed by Tim Blake Nelson is a recognised contemporary interpretation of Shakespeare’s classic tragedy Othello, which addresses a number of issues that are relevant to a modern day audience compared to that of the past. The director of the film has changed crucial parts of the play which makes the play such a classic, which has essentially ruined the literary value of Othello. This is evident for a number of concepts including, the overt links between the play and film, the power of words and language and Iago and his motives The director of ‘O’ has made errors which causes Othello to lose its literary value. Othello is known as classic artistic play however, the director of the film has caused the play to lose this element. Of course the director has made overt links between the play and the film. The obvious links between the play and the film include the naming of the characters for example naming Othello’s character O and naming Desdemona’s character Desi. When Desi and O first have sexual intercourse they are in a hotel called ‘Willow’ which represents the song sung by Desdemona when she is about to die. The role of women in the play and the film remain the same, the submissive and obedient type. Yet, in today’s society women would be more confident and feministic in their ways. These obvious and almost childlike connections between ‘O’ and Othello does not necessarily mean that ‘O’ is effective appropriation of the play. The beauty of Othello is the power of words and language. The play uses articulate... ...n†/last line, this shows no reasons. Whats the effect? The character Iago – doesn’t fulfol the audience curisoty. The new – give motives (typical hollywood) drugs and dad – brings Iago back to audience’s ‘reality’ of the world and hence destroys any substance to character and movie. Nelson goes so far to completely interpret the character of iago incorrectly, and impress his interpretations on the audience. In the film the director has made the mistake of giving Hugo motives such as the use of steroids and his father saying ‘I love Odin like he is my own son’. This causes Hugo to rage with anger and jealousy and therefore plan his devious revenge. This is the typical Hollywood film that spoon feeds the audience so they know exactly what is going on. In the original Iago is given know reason to act like this towards Othello, the audience is left to interpret

Vernon God Little

Explore how DBC Pierre displays his ideas to shock the audience in Vernon God Little. Vernon God Little, written by DBC Pierre, is a satirical novel based around a massacre at a high school in Texas in which some of the students got possession of a gun and murdered some of their teachers and fellow students. The novel is about a boy called Vernon who is best friends with the main killer, Jesus. Vernon is framed as an accessory to murder and the story line follows the down fall of his life.There are lots of features of the novel that come across as very shocking to the readers. For example in chapter seven, when Vernon visit’s a psychiatrist; Dr Goosens, he puts full trust into him, because he has a well-known profession. The psychiatrist goes on to violate Vernon which, in a way, makes Vernon loose all trust in everyone, because if he doesn’t feel safe around a doctor, he doesn’t know if he will feel safe around anyone. Especially when almost everyone he used to trust has turned against him to try and frame him as an accessory to murder.The passage in chapter seven uses grotesque imagery; â€Å"His breathing quickens with the march of his fingers, they trace a tightening circle around the rim of my hole. † and â€Å"a cool finger invades me†. This shocks the readers because it is disturbing and because Dr Goosens is a doctor and is in a position of trust and is not expected to break this trust. DBC Pierre does this because the novel is satirical and he tries to inform the audience that people are not everything they seem and you ‘can’t read a book by it’s cover‘. A shocking character in Vernon God Little is the journalist, Lally Ledesma.We begin to see Lally’s true colours as we progress through the novel as he becomes almost unbearable. At the beginning of the book, Lally is first presented when he is trying to interview Vernon on the massacre. Throughout the novel, he does many shocking thing s. For example, he uses Vernon’s mum and builds a relationship with her, just so he can get on the inside of Vernon’s life and get a good story on him for the newspapers. Vernon knows that this is what Lally wants, but his mum won’t believe him because she’s in love with Lally. 1.Ella Bouchard – chapter 13, Vernon uses her as a prostitute. 2. Taylor – Uses Vernon and sets him up so she can get money 3. Mum – doesn’t care about anything important, just the look, fridges and her friends 4. Shock is to build up the satirical effect, and takes the mic out of america 5. Everyone wants to meet the american dream, 6. At the end, say if you think it is too shocking or not, and why you think DBC Pierre wrote it like this. 3. Vernon’s mum has her heart set on reaching the American dream, the dream that everyone is equal, and everyone has a good job, nice house and big happy family.She doesn’t want to know about what is happ ening to Vernon and she is very blase towards it, because all she cares about is what she and her family looks like to her friends and the public. This is shocking to the audience of Vernon God Little because it’s not something they’d expect to happen. The audience would expect Vernon’s mum to be worried about her son and trying everything in her power to get him out of jail and out of being taken to court, but instead she is in bed with Lally Ledesma, who is using her, and worrying about what fridge to buy to impress her friends. 6.Overall, I think that Vernon God Little is very shocking. DBC Pierre wrote Vernon God Little in shocking ways for a very important reason. He wanted the audience to realize that everything is not as it seems and society can be out of order at times. He also wanted them to think about if they were following the ‘American dream’ or whether it’s all a big lie and there’s no such thing. The novel might come acr oss as unbearably shocking, but that is one feature of a satirical novel. The shock helps to reflect the fact that it is just a big joke and is trying to make a joke of American society.

Examine and Assess the Ways the State Claims Legitimacy

The state refers to the shared ideas and expectations regarding the ordering of social life, it is seen by social scientists as a set of practices and organisations. The state is an institutional order striving to create some order, thus preventing chaos in order to ensure law and order to encourage social stability. Governments include a part of the state, with the main concern being the protection of individual freedom, the government demands the right to represent or rule some areas of society’s lives. Social scientists are able to see the differences between what the government is and what the state is all about. On the whole the government includes a group of ministers who rule and administer the laws concerning national issues, whereas the state is seen to have continuity, therefore it is not temporary, the state is based on shared beliefs concerning the arrangements of social life. The English historian AJP Taylor argued that until August 1915 â€Å"a sensible law abiding Englishman could pass through life and hardly notice the existence of the state beyond the post office and the policeman† (Exploring social lives 2009). This shows that from the end of this period and onwards across the United Kingdom the state appears to be everywhere, it shows that the lives of society have been made and remade by the state as during World War 1 and World War 2 acts of parliament were passed, the state legitimised acts which could not be contested by society as they were faced with war and great turmoil. The state is part of the discourses that can be seen in day to day life and can be seen by such organisations as schools, hospitals, housing and transport to name a few. The making and remaking of the state is also shown to be constructed by society, whereby individuals have had to become â€Å"active citizens†. This making and remaking can be seen by the members of society who pay their taxes, who comply with the speed limit, individuals who renew their MOT and so forth, on the other hand many may also unmake the state by not complying with the law, this however would lead to consequences by the state and shows that the state can claim legitimacy over such members of society. Christopher Hood (1982, Exploring social lives) a political scientist argues that the bodies that now make up the state are a â€Å"formless mass†. By this he means that the state is so large and made up of many organisations and practices compared to a century ago that it is full of complexity. With reference to the essay title it is difficult to actually decipher what legitimacy actually means, this is because the government or state have their own ideas of what is legal and lawful whereby they pass acts of law which lead to legislation, however some members of society may not agree with what the state deems to be legitimate, one such example is the evidence shown in the Exploring Social Lives DVD involving the coal miners’ strike. Although the miners’ strike was caused by the massive pit closure programme that was introduced by Thatcher and her Conservative government; the government used the state and the police to help defeat the miners’ strike. The miners were also prevented from claiming state benefits this was due to the fact that welfare benefits were not permitted to individuals who were on strike. Another act was also passed in 1980 concerning the social security act, this saw that any dependents of any individual striking would not be permitted to receive any payments even if they were in â€Å"urgent need†. The German sociologist Max Weber defined the state as â€Å"a human community that claims the monopoly of the legitimate use of physical force within a given territory†. By this he means that the state can choose to pass laws that cannot be contested by others, the state is therefore more dominant. In the case of the coal miners it shows that the state claimed legitimacy when passing such acts of law and showed they were more dominant than the coal workers. Members of society can show whether they are opposed by some acts passed by the state by having elections, however this does not mean that society can question the states legitimacy it is merely a way for individuals to question government policies and elect a new government if need be. David Beetham a democratic theorist argued that political A9363176 legitimacy can come into being from a number of points, firstly legal validity, by this he means that a government is formed, and then state agencies operate according to the rules of the constitution. Secondly justifiability of those rules in terms of local values, by this he questions the constitutional rules and asks if they are satisfactory to the members of society who are ruled by them. Thirdly evidence of express consent, this is whereby members of society can have the opportunity to either withhold or not their agreement with the government and its policies (1992 Exploring social lives). The general idea of Beetham’s statement shows that the legitimacy of a state can be if the constitutional rules are acceptable to the members of society that are ruled by them. The state can also be experienced through the census, which is carried out every ten years. The state claims legitimacy through the census as you are required by law to complete it. However in many cases members of society do not comply and choose to ignore aspects of some of the categories that they are meant to complete. Other ways in which the state can claim legitimacy is through indirect influences such as education, for example in Exploring Social Lives parents such as Jill have to make choices in the selection of nurseries and schools that would be appropriate for their child. This shows that education is an indirect legislation, although the parent can make choices as to where the child is taught not all parents can be successful in choosing the school of their first choice in addition the child cannot vote or take part in the system so the state can claim legitimacy through the educational system. Another example of how the state claims legitimacy is in the way it is connected to democracy. This type of democratic system is whereby society decides which representatives should be elected to run the country, however democracy is seen to be more than just voting it is based upon the principles of equality and freedom of speech and a way of life. Legitimacy of a state however can only be practised in countries where laws are enforced. Most importantly individuals from a democratic state have particular liberties and freedoms that are protected by the state. Democracy is a political order that happens in the majority of countries, there are very few individuals who would actually object to democracy as it would be denying freedoms. Now in the twenty first century democracy is closely linked to state legitimacy. â€Å"while democracy is not yet universally practised, nor indeed uniformly accepted, in the general climate of world opinion, democratic governance has now achieved the status of being taken to be generally right. The ball is very much in the court of those who want to rubbish democracy to provide justification for that rejection† (Sen 1999 Exploring Social Lives). The political theorist John Hoffman argues that the state cannot exist unless it is being contested. A state claims a monopoly of legitimate force, but ironically it is only because ‘competitors contest the state’s claim to have a monopoly of legitimate force that the state exists at all. A state that really did have a monopoly of legitimate force would have no reason to exist† (Hoffman 2007, Exploring Social Lives). One such example of a state that has been fought for is Northern Ireland. During the years 1919 -1921 after the war of independence Ireland was divided, this new division of Ireland created in the south saw a new independent Irish Republic, whilst the North of Ireland was ruled by the British. The population of Northern Ireland was divided which saw much hostility within societies living there. Most of the population of Northern Ireland looked upon themselves as British (Unionists). Others saw themselves as Loyalists and were mainly Protestants, whilst others saw themselves as Irish Catholics. The Nationalists and Republicans began to contest against the state as they felt they were being discriminated against, this led to civil rights marches during the 1960’s. However in 1972 on the 30th of January a march led to the start of what is known as â€Å"Bloody Sunday†.