Friday, September 6, 2019
Psychology Learning Essay Example for Free
Psychology Learning Essay Introduction     The following account should probably come under the heading â€Å"Strange but True.†It describes a psychologist’s use of self-administered punishment to change a socially unacceptable behavior.     A person once knew a psychologist who, for reasons which will be discovered shortly, shall remain anonymous. For the sake of the study, this person is named Richard. Richard had a bad habit. He chewed his nails. Well, that’s not actually correct; he chewed his nails off and then spit them out, usually while he was lecturing. Once in a great while, this practice was called to his attention, and it always embarrassed him. He said that he wasn’t aware that he was doing it. It had become such an ingrained habit that he could chew off all ten nails, spit in all directions, and still be totally unconscious of what he was doing.     Richard was a respected learning theorist, and he decided that if anyone could devise a behavior-modification technique to eliminate his habit, he would. The next day he arrived, all smiles, and said he had a request: If any of those around see him biting his nails, this should be brought to his attention. It wasn’t long that before someone said, â€Å"Uh, Richard, you’re doing it.†He stopped and looked at his nails and said, â€Å"So I am.†Then as everyone was watched, pulled up his shirtsleeve, grabbed hold of a heavy-duty rubber band that had wrapped around his wrist, stretched it out a distance of about ten inches, and let is go. There was a vicious snap. He yelled, cursed, and shook his hand. Everyone looked on amazement. Surely learning theorist were all a little insane. â€Å"Punishment,†he said. â€Å"Punishment is the answer!†    What happened to the people around Richard was interesting. Some took relish in pointing out that he was biting his snails, just to see him snap the huge rubber band around his wrist; others preferred to ignore his habit, because they couldn’t stand to see him in that much pain. Happily, after two days, Richard’s habit had been broken.     One person asked him how he thought his program worked. He said, â€Å"Well, if I unconsciously unlearn it. Whenever I was chewing my nails, I administered this punishment. Pretty soon my brain learned that nail chewing resulted in something very unpleasant.†He said that the last time he reached his hand up to his mouth (quite unconsciously), he got a terrible sinking feeling that something awful was about to happen. â€Å"It made me aware.†he said. â€Å"I looked at my hand and saw it was approaching my mouth. Somewhere deep in my brain the little gray cells were screaming, â€Å"Don’t do it!†    It was reported that some days later Richard was wearing rubber bands around his ankles, but nobody wanted want to ask why (Dworetzky, 1994). Discussion     Learning pervades people’s lives. It is involved not only in mastering a new skill or academic subject but also in emotional development, social interaction, and even personality development. People learn what they fear, what to love, how to be polite, hoe to be intimate, and so on. Given the pervasiveness of learning in lives of people, it is not surprising that there have been instances of it – how, for example, children to perceive the world around them, to identify with their own sex, and to control their behavior according to adult standards (Atkinson, 1993). However, there is a more systematic analysis of learning.     Learning may be defined as a relatively permanent change in behavior that results from practice; behavior change that are due to maturation (rather than practice)or temporary conditions of the organism (such as fatigue or drug-induced states) are not included. All cases of learning are not the same though.     Psychology is the study of behavior. Psychologists study learning because among most animals, especially humans, the vast majority of behavior is learned. Learning may also be defined as a relatively permanent change in behavior resulting from experience (Dworetzky, 1988).  Experts, however, tell that when somebody says â€Å"relatively permanent change,†this excludes the effects of such factors as fatigue. Fatigue, which occurs because of experience, may change behavior, but only temporary, whereas learning implies a more lasting change.     Learning is defined by Craig et al., as a process through which one’s capacity or disposition is changed as a result of experience. Whitaker (1972) defines it also as the process by which behavior originates or is altered through experience, while Wittig (in Bernstein et al., 1991) and Hilgard (1975) view it as behavior that occurs as a result of experience.     Apparently while learning can be defined as a process and as a product, more definitions stress learning more as a process. This idea suggests that it is not the product but the process that is important since the products of learning both what one is capable of and what one is predisposed to. Changes resulting from development and experience are emphasized; changes resulting from maturation such as growing older, innate tendencies like reflexes and conditions caused by fatigue, drugs, and diseases are strictly not considered as learned behavior. Adaptive value of Learning (Classical Conditioning) ~Overeating: Taste-Aversion Learning     Taste-aversion learning involves associating particular sensory cues (smells, tastes, sounds or sights), with an unpleasant response, such as nausea or vomiting. Taste-aversion learning can also occur from overindulgence. For example, children report taste aversions to food after overeating and becoming sick. Similarly, the majority of college students’ report taste versions after drinking too much alcohol and getting sick. In these examples, taste aversions to food or drink developed after a single trial and lasted an average of four to five years (Logue et al., 1981). ~Conditioned Emotional Response: Why a certain Christmas song elicits pleasant childhood memories.     In the conditioned emotional response, one feels some positive or negative emotion, such as happiness, fear, or anxiety, when experiencing a stimulus that initially accompanied a painful or pleasant event.     For example, many couples have a special song that becomes emotionally associated with their relationship. When one in the absence of the other hears this song, it can elicit strong emotional and romantic feelings.     In other cases, conditioned emotional responses may develop into irrational fears that are called phobias.     A phobia is an anxiety disorder characterized by an intense and irrational fear that is out of all proportion to the danger elicited by the object or situation. In comparison, a fear is a realistic response to a threatening situation (Bernstein, 1991).     About 73 percent of people with phobias were able to trace the start of their phobias to fearful, painful, or traumatic situations that involved classical conditioning (Atkinson et al., 1993 in Kleinknecht, 1994 and Kuch et al., 1994). For example, about 5 victims involved in moving car accidents had developed fears of sitting or riding in cars, and another third developed the corresponding phobias (Kuch et al., 1994). Just as classical conditioning can result in fears and phobias, however, it can also be used to reduce them. ~Prejudice     In the mid-1940s, psychologist Kenneth Clark held a black doll and a white doll in his hands and asked the following questions of young white children living in the South:     â€Å"Which doll looks like you?†    â€Å"Now tell me which doll is the good doll?†    â€Å"Which doll is the bad doll?†These children knew that the white doll looked like them. most children also indicated that the white doll was the â€Å"good doll†and the black doll was â€Å"dirty†or â€Å"ugly†( Clark and Clark, 1947). How had these southern white children learned to make such association? During the decades of racial prejudices that had come before, darer skins had become associated with poverty and with being â€Å"inferior,†not just in the South, but generally throughout the United States. The white children had learned to attribute these characteristics to black people.     The racist attitude is what the white children had been taught; it is also what the black children had been taught. The black had been raised in the same general environment, the same country. They, too, had seen that the whites had better and they had worse. And, as the Clarks discovered in further research, a majority of black children also chose the white doll as the good one and the black doll as the bad one.     A conditioning experiment conducted by researcher Staats (1958 in Atkinson et al., 1993) helped to show how association process could be responsible for the prejudice, Dr. Clark observed. In their experiment, college students were asked to look at one word while pronouncing another. Without being aware of the purpose of the experiment, the students were manoeuvred into pairing pleasant words or unpleasant words with a particular name (Tom or Bill) or a certain nationality (Swedish or Dutch). In short, subjects revealed obvious differences in attitudes towards these names and nationalities, simply because those words had been paired with positive or negative words. Advertisers, politicians, movie makers, and just about everyone else try to use this kind of conditioning to affect people’s emotions. Then a politician associates himself with a positive symbol such as the flag, or when a movie maker uses dramatic music, or when someone dresses well for a job interview, each is invoking the same process: Each is attempting to render something – the politician, the movie maker, or the job seeker – more appealing through association with positive stimuli.     What appears to be occurring in the instances of association, like those just described, is a kind of higher order conditioning (Dworetzky, 1998). Conclusion     In classical conditioning, the conditioned response often resembles the normal response to the unconditioned stimulus: salivation, for example,  is a dog’s normal response to food. But when you want to teach an organism something novel – such as teaching a dog new trick – you cannot use classical conditioning. What unconditioned stimulus would make a dog sit up or roll over? To train the dog, you must first persuade it to do the trick (Bernstein et al., 1991).     Much of the real-life behavior is like this: responses are learned because they operate on, or effect the environment. Referred to as an operant conditioning, this kind of learning occurs in human individuals, as well as in animals. Alone in a crib, a baby may kick and twist and coo spontaneously. When left by itself, a dog may pad back and forth, sniff, or perhaps pick up a ball, drop it, and play with it.     Neither organism is responding to the onset or offset of a specific external stimulus. Rather, they are operating on their environment. Once the organism performs a certain behavior, however, the likelihood that the action will be repeated depends on its consequences. The baby will coo more often if each such occurrence is followed by parental attention, and the dog will pick up the ball more often if petting or a food reward follows this action. If we think of the baby as having a gaol of parental attention, and the dog as having the goal of food, then operant conditioning amounts to learning that a particular behavior leads to attaining a particular goal (Rescorla, 1987). Reference: Atkinson, R.L., R.C. Atkinson, E.E. Smith, D.J. Bem, and S.    Nolen-Hoeksema, 1993. Introduction to Psychology, 13th ed.  New York: Harcourt College Publishers. Bernstein, D.A., E.J. Roy, T.K. Srull, and C.D. Wickens, 1991.     Psychology. New Jersey: Houghton Mifflin Company. Bootzin, R.R. 1991. Psychology.  New York: Gilford Press. Clark, L., A.D. Watson, and S. Reynolds, 1995. Diagnosis and     classification of psychopathology: Challenges to the current system and future directions. Annual review of    Psychology 46: 121-53. Dworetzky, J.P. 1988. Psychology.3rd Ed. Mew York: West    Publishing Company. Logue, A.W., I.Ophir, and K.E. Strauss. 1981. The Acquisition  of taste aversions in humans. Behavior Research and Therapy,19:3:19-35. Morgan, Clifford T. 1977. A Brief Introduction to Psychology.  2nd ed. New York: McGraw-Hill Book Company. Rescorla, R.A. 1987. A Pavlovian analysis of goal-directed     behavior. American Psychologist 42:119-129, 265.
Thursday, September 5, 2019
The Almond Tree By Jon Stallworthy
The Almond Tree By Jon Stallworthy A poem which involves a journey which is both literal and metaphorical is The Almond Tree By Jon Stallworthy. We are made aware of this journeys deeper significance through the poets use word choice, imagery, mood, structure and rhythm. This poem describes a significant event in the poets life. He describes his thoughts and feeling as he proceeds through his journey of emotions as he tries to handle the fact his child has been born with a disability. It is significant that the poet allows the reader to join the speaker on his journey of changing emotions; therefore, his excitement as he journeys to the hospital makes our feelings of sympathy greater when we see his life tumble with misery when he finds out the news of his sons disability. Stallworthy follows his journey from his car journey to the moment he reaches the hospital room where his child is being born. His excitement as he proceeds to the hospital increases as he gets closer and closer to his awaited child. The use of the simile The lights were green as peppermints highlights his joy as the word peppermints suggests happiness and sweetness of life. Also, it tells us that the traffic lights were green all the way to the hospital, this highlights his luckiness and describe his literal journey on the roads to the place of his childs birth, but could also refer more metaphorically to the idea that his life is on the move as he approaches his journey towards fatherhood and the adventures which having a child brings. Stallworthy highlights a great change in the mans life here as he journeys literally and metaphorically to his sons birth. Stallworthy also uses many metaphors when describing his journey to his new son. The metaphor the lucky prince suggests to the reader fairy tales and luck which shows that he is looking forward to something special. Fairy tales are usually associated with childhood and normally have a happy ending; just as the poet expects his journey to the hospital to have a happy ending. This again, emphasises the joy he felt as he endures his journey to meet his brand new son. Stallworthy makes use of the seasons in his poem to show how he is feeling as the poem goes on. banishing winter with a nod This is effective as winter is thought of as a cold, depressing and gloomy time of year where nothing is produced. Although, he here writes that he can banish this gloomy time with just a nod. This tells us that during his journey he is in a happy mood and feels powerful and confident in his own body. After his optimistic and joyous journey to the hospital in the car, we are given signs that something may be wrong. Stallworthy uses word choice to tell us a problem is about to arise in his journey. He says shuddering walls. The word shuddering relates to the walls of the womans womb contracting as she experiences labour. It also has negative connotations as it links to helplessness as shuddering is an involuntary action. It therefore stresses the discomfort of the woman giving birth. The rhythm of this stanza, up until this point is irregular and fast, which greatly contrasts with the rhythm of the previous stanzas. The pace of this section mimics the quick heartbeat faced as you wait for the birth of your child. The idea of discomfort and pain is shown in the next section of his literal journey as he journeys towards the ward. The doors are described as slicing which can be regarded as an element of pain and brings an unpleasant image to the readers mind. At this moment in the poe m, Stallworthy begins to reveal that his metaphorical journey is going to take a turn for the worse. Directly following the negative words, the narrator is given a piece of news which kills him. He is told his son had downs syndrome and from this point his metaphorical journey changes from great joy to utter devastation. From this point onwards, the narrator must face this difficulty and get on with life. Although he must, first, try to get over it in his head. This is the next stage of his metaphorical journey. This was my first death This suggests to the reader that this is the first time the man has ever been this upset, he feels as if he has just been told that his son has died. He had dreams and hopes for his sons future and these have all been taken away as quickly as possible. This could also suggest that he, himself has died in that he will never be the same person again. The way in which the speaker describes the impact his sons disability will have on their relationship is significant. we will tunnel each other out. This suggests that the narrator feels he will be able to support his disabled child and equally he feels that he will gain a lot from the experience. Through his metaphorical and literal journey, he experienced great joy and significant pain but overall he realises that he must love his son for who he is and not the disability which he faces. It is extremely clear that Stallworthy learnt a great deal from his journey and can appreciate life further as he has experienced trauma like he had never been through before. He may be a stronger person as a result of his journey; it has awakened him into the real world. In conclusion, we are made aware of the main message of the poem, that thorough loss, we may gain. Through the poets journey, he gained confidence and was reborn into the real world, where pain is a regular occurrence. His literal journey was his drive to the hospital and then walking briskly to the ward, where his child awaited him. His metaphorical journey took 3 main stages; great joy as he journeyed to the hospital, absolute destruction and desolation when he learnt of his sons disability and finally realisation that love and a great deal of understanding can be enough to deal with a crisis. Stallworthy made the reader more aware of the deeper significance of his journeys though imagery, word choice and other effective poetic techniques
Wednesday, September 4, 2019
What Is Leadership And The Leadership Styles Management Essay
What Is Leadership And The Leadership Styles Management Essay Introduction: Definition: 1. Leadership is stated as the process of social influence in which one person can enlist the aid and support of others in the accomplishment of a common task. Chemers, M. M. (2002). 2.Leadership is ultimately about creating a way for people to contribute to making something extraordinary happen Kouzes, J., and Posner, B. (2007). 3. Leadership is a function of knowing yourself, having a vision that is well communicated, building trust among colleagues, and taking effective action to realize your own leadership potential.(Warren Bennis) 4. Leadership is the process through which an individual tries to influence another individual or a group of individuals to accomplish a goal. (Blake, R.; Mouton, J. (1964) What is leadership? Leaders always have an impact on our lives. The leader affects us in our daily life and in our future too. Whether it good time or bad time. Theres always a need of a good leadership. The success of the business or industry depends upon the leader which you have chosen for the task and what leadership style he or she adopts. Leadership is in which you lead the whole group of peoples whether in business industries or sports. The contribution of the leadership should be effective in all the situations. In leadership a person who is leader should always have vision about the future he should forecast and should know the upcoming conditions and situation in the market or industry. For affective leadership the leader should have good skills in communication and convincing other people and also should have humility when he is treating people. The theory of leadership say leader always has great ideas but most of time ideas come from someone else. So leader should always have people around him who can generate ideas. For good leadership leader should have qualities such as good communication, well planner, decision making, flexible, intelligent, handworker, good company, friendly, sense of humor, good looks, punctual, management skills, leadership qualities, vision and Listening qualities. Leadership style: There are four leadership style, 1.Autocratic leadership 2.Persuasive leadership 3.Consultative leadership 4.Democratic leadership ( Kurt lewin. 1939) Autocratic leadership: Autocratic leadership style is one of the most oldest leadership style. This autocratic style has been seen in classical era when the industrialist use to take decision on their own. Autocratic leadership has following characteristics. In autocratic leadership the owner or the manager tries to make as many decisions as he can. He or she does not consult with anyone. In autocratic leadership the owner seem to have the most authority and he has full control on the decision making. When owner is making decision he or she does not care whether this will be acceptable by the other or not. Usually in this style owner want to have all authority with him he does not want to distribute the authority to different people. In this leadership style consultation with the member or colleagues is very low and decision making become a solitary process. In this style the main defect is that all the managers have less concern in investing their own idea. They just prefer to work on task which is assign to them. This trend of leadership style is used in traditional organization. Persuasive leadership: Persuasive leadership style is in which before making any decision the owner or the manager call a meeting in which everyone is setting. The point is raised in the meeting everyone participates in the decision making. After the decisions which are made is implemented. The positive thing of this leadership style is that everyone gives its ideas lots of ideas are generated. Everyone interest is developed in the decision which is going on. This tread of leadership style is used in the modern organization. Where fast decision have to be made like Symantec Corporation, Microsoft, software house, IT field organizations. Consultative leadership: Consultative leadership style is that the leader shares the problem with his team members or the subordinates but not in meeting or gathering. The leader shares the problem individually. Leader sends the problem to each member and takes individual decision, suggestions and ideas from them. After getting the decision from everyone the manager work on it and makes the decision out of it. Which reflect team member participation. This leadership style is good but may be sometime it could not work accordingly because in the manager is the only one who is making all the decision. Democratic leadership: Democratic mean characterized by or advocating or based upon the principles of democracy or social equality (George du Maurier) Democratic leadership style is one of the best leadership styles because in it the leader is not involved. This leadership style works like if there is some problem the leader will share the problem with the subordinates or members as group. After that leader doesnt involve in it. The group member sit together they make discussions and they try to generate alternatives after those generating alternatives they evaluate the alternatives and try to reach the agreement or solution. The leader does not participate in all the process and he is ready to accept solution which the group has made and he implement any solution that has support of all the group. Leadership skill ,traits and attributes: SKILLS: 1.Understand the needs and characteristics of the post 2.Knowing and using the resource of group 3.Controlling the group performance 4.Evaluating 5.Representing the group 6.Communication 7.Planning 8.Setting example 9.Counseling 10.Effective teaching. Understand the needs and characteristics of the post: Each participant or individual have needs so as a leader he or she should understand wants of every person. Before that leader should know what are his or her needs. Leader should know what people want from him. This helps the leader in planning the work and making it done from the employees. This understanding creates trust and built a strong relationship between the employees. Leader should know why he is joining the post. What really post demand from him or her. What are the major interests of the job and what are the future plans which he or she has to implement. Knowing and using the resource of the group: Resources is all that which are required to do a job. Resources also include people because people have knowledge and skill. Knowledge is what a person learns from path experience and skill is the ability to do what you want. Leader usually uses the knowledge and skills of the group to get the job done. Leader usually develop positive attitude towards skills. Leader should know what person is good for what job. In what skill he is best so he should be given that job in which his skill can be most used. Controlling the group performance: A leader increase the performance of the group and employees participants through his or her actions. A leader is an engine and employees are like boxes which are following them. Group best work when everyone has on direction and they want to achieve one thing. Controlling is a function which is performed by leader to see whether the group is working in right direction or not. Through controlling leader keep watch on the group. Setting example is the best way to control the group. Group can be controlled through following ways 1.Continually keeping an eye on the activities of the employees. 2. Knowing the attitude of the group 3.Giving instruction clear and pertinent 4.Help someone who is in need of it. 5. Quickly deal with the problem Evaluating: Evaluation helps to know the performance of the group and people working together. Evaluation suggests in which way we can improvement of the group performance. There are question to evaluate for getting the job done. What was the job? Was the job done right? Was the job done on time? Keeping the group together- Were relationships between group participants helped or hurt? Was participation equally distributed among group Participants? Did the group enjoy the activity? Did the group handle conflicts well? Representing the group: Leader of the group represents the group in meeting or any other gathering. Leader represents his group in two ways without consultation and with consultation without consultation: without consultation mean that leader does not consult the decision with the group. He represents the group without their ideas with consultation: when the leader represents the group with consulting with the group. He represents the decision which is made by the group. Communication: Leader should have good communication skills because he has to communicate with his subordinates and he or she also has to answer people working over him. Communication is very important because without communication leader cannot convey his message. To improve the communication skill the leader should always listen carefully to the subordinates and make notes of everything. Always be sure before speaking. Speak slow and clearly. Planning: Leader should have planning abilities. To improve the abilities leader should know what the objectives are and how he or she has to achieve it. Should know all the skills, equipments, knowledge and attitude. Should consider the alternative and then should evaluate the each option. After that execute and in the last evaluate the plan. Setting example: Leader should be setting example. He or she should do work in front of the employees so that they can learn from it. Counseling: Counseling is very important it help people to solve the problems counseling also help to encourage people. Counseling can be effective when person cannot make decision and when he is confused. Effective teaching: effective teaching is a process of increasing the knowledge and skills. Effective teaching includes choosing the learning objectives. Demonstrating or explaining the skills. Allowing the learner to practice the skills and evaluating the process. Traits: A leader should be honest with his work and his subordinates. Should be competent for the job. Always have forward looking. Should be intelligent. Leader should always be fair minded and also broad minded. Leader should be straight forward and leader should have vision so he can lead the employees with him. Attributes: Attributes establish what leaders are and every leader needs three attributes. 1. Standard barrier 2.Developer 3.Integrator 4. Understands people Standard barrier: Is establishing the ethical frame work within an organization. This demand a commitment to live and defend the climate and culture that you want to permeate your organization (U.S. Army Handbook (1973). Developer: It helps through teaching, training and coaching. This creates a good place to learn and work. Coaching helps other to learn or understand the skill. Employees who work for developers know that they can take risks. Integrators: Success can only be achieved when everyone is working in right direction. Integrators predict problems which will occur and make their presence felt during critical times. Understands people : Leader should understand people which are working under it. Leader should involve employees for the decision making. If leader understand and work with them they can easily achieve organization goals. Impact of leadership according to skills and traits for success: Leader are not made over night. It takes time to develop skills to become a successful leader. If a leader has good skills he can have successful leadership. The impact of the skills for the success of the leader is if a leader understands the needs and characteristics of the post he can understand his work more properly. If the leader of the group understands the work properly he can guide his subordinates well and further subordinates can teach lower employees. Leader should know the needs of the post. Because if a leader does not have information about the job. He cannot take all employees with himself. There will be no clear goal for the employees. Due to this skill he can know what he has to give to employees and what he wants in return from them. If a leader has skill of knowing and using the resource of group he can easily take work form people. Through this skill leader can know what the group is capable of. So if he or she wants to take work out of them he or she knows up to what level they can do. Controlling group performance skill is also very important skill. If this skill of the leader is good he can maintain the group performance. He will boost or motivate that person who is not working well so that he work up to the standard of the group and all group work together and give 100% out of it to achieve goal. If a leader has evaluating skill he can easily evaluate what is the working performance of the group. He can also evaluate the individual performance of the employee. In evaluation skill the leader can see what was the job how it been done. How much time it took to complete the job? So through this skill leader can finish his work and group work on time. If a leader has presenting skills he can present himself in a good way to the group and can represent group in a good way. Good communication is the most important skill needed by the leader because a leader has to communication with everyone. If a leader has a good communication skill he can u nderstand employees very well I can know the need of the employees and he can give direction easily. Planning is also a important skill for the leader because through planning leader can know what new step he has to take. Through planning he can forecast what will be the upcoming environment of the organizational section. Planning can really help the leader. Leader who has counseling skill will never get short of idea because through counseling he will get different idea from different people and those idea will help the leader to make new decision. If leader is honest everyone will trust him and he will have respect in his colleagues. If leader is hard working and competent then can easily gain success over his competitors. If leader is forward looking he can easily predict about the upcoming future. So he can think according to it. If leader is intelligent and has vision he can easily take his organization to next level. Leadership theories: There are four leadership theories: 1.Trait theory 2.Behaviour theory 3.Contingent theory 4.Transformation theory Trait theory: In early day people use to think that people are born with inherited traits and some are suitable for leadership and people who become good leader have right combination of traits. In 1974 stogdill identified the following traits and skills as critical to leaders. Adaptable to situations Alert to social environment Ambitious and achievement-orientated Assertive Cooperative Decisive Dependable Dominant Energetic Persistent Self-confident Tolerant of stress Willing to assume responsibility Skills Fluent in speaking Knowledgeable about group task Persuasive Socially skill Behavior theory: They assumption of the behavior theory is that leader can be made rather than born. Behavioral theories of leadership say that leaders are not born by birth. Behavior theory doesnt seek inborn traits and capabilities. Behavior theory says that you can learn leadership capabilities rather adopting them. Contingent theory: They assumption of contingent theory is there is no one best way to lead in the situations. There may be one style successful in one situation but May not work in the other. This theory tends to focus on more leadership style for success. This theory says that leader should act according to situation and should adopt different leadership style for success. Transformation theory: Transformation theory assumptions are that people follow that person who inspires them. Person with vision or passion can achieve great things. The style of transformational leader is great because it put passion and energy in everything. They care about you and want you to succeed in life. Transformation theory is that a leader develops a vision and then sells the vision by telling people what they have to achieve by motivating them. Then he or she find way forward mean he know how to lead. After that he remains centre of action. In transformation theory leader motivates people to achieve the goal. Leadership style you like: The leadership style which I like is transformation leadership because everything just revolve around you. You are the center of everything. You are the person who gives innovative idea to the people or vision then you know the way how you have to achieve this goal. After that you take the charge and you put energy in people which are working with you. You motivate them and you put this idea in their mind that success will be in the end. You take each and every person with you. This is why I like transformation leadership because you are the active member. Stages of group development: There are five stages of development: 1. Forming 2. Storming 3.Norming 4.Performing forming: Forming is where group is formed to achieve a task or to solve a problem. In this members have desire to be in the group. Member gets oriented to the task as well as to one other. Basically in forming group of people is gathering to achieve or discuss a goal. Storming: In this group member attempt to organize for the task. Individual have to mold their feeling and attitude for organization objective. In storming question are raised that who will be responsible for which thing. What will be the rules? What will be the reward system? There might be conflicts over leadership, structure and power. To move to next stage member should develop problem solving mentality. Norming: In norming group member share their idea so that they can reach to some decision. Everyone in willing to change their idea on fact and figure presented my other group members. During this stage member develop a scene of group. They try to understand other point of view. performing: In performing the group members works collaboratively and member care for everyone in the group. The group establishes a unique identity and members are interdependent. I performing member find solution to problem using appropriate control and they try to find effective and satisfactory results. Belbins team role theory: 1.Co-ordinator 2.Sharper 3.plant 4.Resource investigator 5.Company worker 6.Monitor / evaluator 7.Team worker 8.Completer finisher. 9Specialist. Coordinator: A coordinator is a person who is leader in the group. This person is trusted, accepted and is committed to team goals and objectives. Coordinator is a person who listen everyone . Sharper: Shaper is person who motivates the team member for the goal they have to achieve. Usually there are two to three sharper. Plant: Plan is a person with high IQ. Plans are more related to major issues. Plant takes approaches to team functioning and problems. Resource Investigator: Resource investigator is a person who is always busy because he is in search of opportunities and develops plans. They are usually very social people. They usually work outside the group. Company worker/implementer: Company worker works for the team in practical way. They work of the task with is given to them and implementer are those who figure prominently in position of responsibility in large organization. Monitor / evaluator: monitor or evaluator is a person who sees the work of the people. Monitor evaluators contribute particularly at times of crucial decision making because they are capable of evaluating competing proposals. West. M (1994) Team worker: Team worker are whose people with are working in teams. The keep the spirit of the up and allow members to contribute freely. They have skill of listening, coping. Completer/finisher: They made steady effort and they work consistently. They give attention to the details. They check work in the end that whether its completed correctly or not. Specialist: Specialist is a person who provides knowledge and techniques which are rarely supplied. They are master of their field.
Tuesday, September 3, 2019
Learning Case Adaptation :: Technology Case-Based Reasoning Essays
Learning Case Adaptation Computer models of case-based reasoning (CBR) generally guide case adaptation using a fixed set of adaptation rules. A difficult practical problem is how to identify the knowledge required to guide adaptation for particular tasks. Likewise, an open issue for CBR as a cognitive model is how case adaptation knowledge is learned. We describe a new approach to acquiring case adaptation knowledge. In this approach, adaptation problems are initially solved by reasoning from scratch, using abstract rules about structural transformations and general memory search heuristics. Traces of the processing used for successful rule-based adaptation are stored as cases to enable future adaptation to be done by case-based reasoning. When similar adaptation problems are encountered in the future, these adaptation cases provide task- and domain-specific guidance for the case adaptation process. We present the tenets of the approach concerning the relationship between memory search and case adaptation, t he memory search process, and the storage and reuse of cases representing adaptation episodes. These points are discussed in the context of ongoing research on DIAL, a computer model that learns case adaptation knowledge for case-based disaster response planning. 1 Introduction The fundamental principle of case-based reasoning (CBR) for problem-solving is that new problems are addressed by retrieving stored records of prior problem-solving episodes and adapting their solutions to fit new situations. In most case-based reasoning systems, the case adaptation process is guided by fixed case adaptation rules. Practical experience developing CBR systems has shown that it is difficult to establish appropriate case adaptation rules (e.g., Allemang, 1993; Leake, 1994). In defining adaptation rules, a key problem is the classic operationality/generality tradeoff that was first observed in research on explanation-based learning (e.g., Segre, 1987): Specific rules are easy to apply and are reliable, but only apply to a narrow range of adaptation problems; abstract rules span a broad range of potential adaptations but are often hard and expensive to apply because they do not provide task- and domain-specific guidance. In those CBR systems that do perform case adaptatio n, specific rules are often used, requiring that the developer perform difficult analysis of the task and domain to determine which rules will be needed. In practice, the problems of defining adaptation rules are so acute that many CBR applications simply omit case adaptation (e.g., Barletta, 1994). This paper presents a new method by which a case-based reasoning system can learn adaptation knowledge from experience.
Monday, September 2, 2019
student :: essays research papers fc
I believe managed care plans do not provide coverage for the necessary duration of hospital stays. Most managed care plans, particularly HMOs, are run by for-profit companies. These for-profits are constantly looking for ways to cut costs and increase their market share. Managed care plans limit choice of physicians and health care facilities and tightly control both the utilization of services and the amount charged for these services. In many plans, a set fee per person/per month is negotiated between health care purchasers and providers. This rate is the same no matter how much or how little care a person receives. This can encourage incomplete advice and inadequate treatment, as in the case of the duration of a hospital stay. Most hospital procedures and surgeries, both outpatient and inpatient, require prior approval. Most plans may require that certain procedures and surgeries be done on an outpatient basis in order to be paid for by the plan. Basically, managed care plans cut s the duration of a hospital stay form the usual post-procedure stay period by discharging them home early. For inpatient hospital care, managed care plans often require prior approval to limit the number of days they will pay for your child to stay in the hospital. Coverage for longer stays requires approval by the managed care plan. (Your Managed Care) If longer stay or duration is needed in a hospital, you will be needed to require lengthy appeals and numerous referrals. Without such approval, you may be responsible for part or all of the hospital and physician charges, thus effectively limiting the length of hospital stay. Not only are patients being pressured/forced into limiting their duration of stay in a hospital, but lately physicians are also facing pressure from managed care plans to lower costs of treatments to gain a bigger profit margin. For example until 1996, doctors were allowing a new mother to stay for as little in a hospital post pregnancy as dictated by managed care plans, until a federal mandate put a minimum and gave new mothers at least 48 hours in the hospital. (Wehrwein 1997) Managed care organizations are offering incentives to doctor changes normal procedures and length of stays to limit expense. Procedures that are simpler or require less time, work are done, over more modern better suited for patient procedures. Managed care organizations are primarily worried about controlling costs, and they see that having doctors perform procedures and treatments that require the least amount of hospital stay as more efficient.
How Do the Writers of the Bible Explain the Concepts of God as Creater
How do the writers of the bible explain the concepts of God as creater? ‘ In the bible there is two main creation stories; genesis one and genesis two. Each of these are very different concepts of God as creater. In genesis one the world is created by God in six days, and on the seveneth day God rests. On the first day God created light, on the second day God created day and night, on the third day God created earth, on the fourth day God created sky, on the fifth day God created sea and fish, on the sixth day God created animals and on the seveneth day God rested.This is an example of creation ex nihilo (creation from nothing). Creation ex nihilo portrays God as very onipotent, for example God says it and it just happens. Genesis one puts creation across as perfect, as if God cannot make mistakes. At the beginning of genesis one it says ‘In the beginning God created the sky and the earth' also when it repeats ‘Then God said' and ‘God saw that it was good' it gives the feeling of God being all powerful and benevolent. God created the world in a very structured way and the world has a cycle which suggests order and purpose.This is very different to Gensis two. In Genesis two God creates man from dust and puts him in a beautiful garden. He saw that man was lonely so he created animals and let man name them. However non of these compainians were right for man so God created woman from one of mans ribs. God told man and women that they could eat from any tree in the garden apart from the tree of knowledge and that if they ate from the tree of knowledge they would die. This shows us that God can make mistakes because he has to try again to find the perfect companion for man.Also in Genesis two there is a chance for sin which shows Gods creation couln't of been perfect. In genesis two God uses things that already exsist to create what he needs to- This puts God across in a much less onipotent way because he can't preform creation ex nihilo. In genesis two God seems a lot more immanent than genesis one. In genesis three women is tempted by the snake to eat a peice of fruit from the tree of knowledge. She does this and both man and woman become aware that they are naked and are embarrassed.They hide, then God comes looking for them and find that they have disobeyed him. The thought of God walking through the garden of Eden gives an anprothmorphic feel to genesis three. God finds out that man and women have eaten from the forbidden tree and decides to punish them. Women is punished by pain when bearing children, man is thrown out of the garden and has to now work for a living, the garden will begin to sprout weeds so man has to work and the snake was compelled to slither on its stomach.Gensesis three reperesents loss of innococence and makes us wonder why God would have put the tree of knowledge in the garden if it wasn't to be eaten from- it almost seems as if God wants them to disobey him. Genesis three also shows God has imperfections. The story of Emuna Elish was around at the same time as when Genesis was written. In Emuma Elish nothing existed but ‘the dark waters of primevil choas' in the beginning. These waters were personified by the Gods Aspu and Tiamat. These Gods reproduced a series of younger Gods who represented the elements of the universe.These young Gods revolted. Aspu was killed and Tiamat was cut in two forming the earth and sky. The Gods were divided, some lived in heaven and some on earth and people were created to slave them. This is an example of polyethism where there is many Gods and not just the one. It is different to Genesis because in genesis God is very much in control of what happens and what is created. The only simularity is that both genesis and emuna elish begin with darkness. Another take on creation is Job 38 which portrays God as a master craftsman.In Job 38 God seems to be belittling Job and bragging about his creation. This puts God across in an almost arr agent way, he seems ominpotent and very proud of what he has created. God seems more important and powerful than Job by how he is speaking yet still in an anprothamorphic way. Job 38 gives us the impression of the world being a ‘controlled chaos' and God is proud of this. An example of this is when God mentions the ‘boundies of the sea'. God cannot control the sea but he has put boundries on it. Job 38 links with genesis one because in both of these stories God is proud of what he has created.We can he is proud in Genesis one because of the repitition of ‘God saw that it was good. ‘ In conclusion, the bible puts God across as a good creater. As if God can do no wrong, God is omnsient and omnipotent. This is very different to some creation stories such as Emuna Elsih where the Gods seems quite dark and imperfect- getting into fights causing chaos. Whereas the Christian God cares about the people hes created and with care. Also in the bible God seems a lot more modest and benevolent than he does in Job 38. The bible puts God across perfect and unchanging.
Sunday, September 1, 2019
Clif Bar Marketing Plan
TABLE OF CONTENTS Executive Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Situation Analysis – Background †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 SWOT Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Key Problem to be Solved †¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Key Strategic Campaign Decisions – Objectives †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Target Audience†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 Brand Position†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 12 Campaign Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Media Strategy – Objectives †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Selection†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 Media Planning and Buying †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 Message Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 Objectives, Selling Premise †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 20 Big Idea†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 21 Other Marcom Tools†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 21 Campaign Management †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Appendix A†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 27 Appendix B †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 Appendix C †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 29 Appendix D†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 0 References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 31 1 Executive Summary Clif Bar products are delicious, healthy, organic and convenient sources of nutrition. All of Clif Bar's products are at least 70% organic and free of trans fats, hydrogenated oils and high fructose corn syrup (Clif Bar & Company, 2013). As the natural and organic food market continues to grow in popularity, Clif Bar has a promising opportunity for growth. Another important market in the health food category is smoothies.This market is expected to reach $9 billion by 2015, and this type of product is increasingly sought after by consumers (Global Smoothies, 2010). In fact, 71% of consumers will purchase a beverage away from home more than twice a week (Technomic, 2012). Healthy and organic foods and beverages have expanded out of health food stores and into mainstream grocery and convenience stores. Clif Bar has proven success in expanding its selection to products other than bars with its line of energy gel shots. Increasing international growth and commitment to the environment and their employees are major strengths for the company.Growth opportunities are present in the organic market, which is projected to grow 9% (Scott-Thomas, 2012), and the smoothie market, which will see a potential growth of 1. 6% through 2013 ( Technomic, 2012). Some of the weaknesses facing the company are its narrow target market in the organic product industry and lack of traditional advertising. Major competition from Odwalla and Naked Juice are threats to growth and the volatile market for fruit and other natural ingredients may cause unpredictable price increases and as well as an unpredictable future.Also, shifts in popularity of the trendy organic product movement may cause a decline in future revenues. However, both the smoothie and the organic/health food markets are growing rapidly and Clif Bar can secure a larger share in these markets with the introduction of Simply Clif. 2 Advertising efforts for Clif Bar have traditionally focused on social media and event support. The company aligns itself with promotions and activities that involve being active and supporting the community and the environment.Social media, magazine advertisements, a billboard, and a responsive website will be the main media used to introdu ce Simply Clif to the target market of adults in the age range of 18-40 who are concerned about health and are not overly cost conscious. Campaign effectiveness will be determined by brand awareness, sales volume, and the number of unique visitors to the website. A good return on investment (ROI) will determine the overall effectiveness of the initial campaign. The goals of the campaign are to introduce Simply Clif to the target audience and increase overall awareness of the Clif Bar brand.The key advertising problem that needs to be considered is the fact that Simply Clif is a refrigerated product and will be located in different sections of retail stores than the other Clif products. This problem will be addressed, in part, by promoting Simply Clif on existing bar product packaging. The marketing strategy will also increase awareness of the new brand and its location. The marketing strategy consists of print media (billboards and magazine ads), social media (Facebook, Twitter, Pin terest,YouTube), and other marcom tools to reach the target audience and create brand awareness for Simply Clif. 3 Situation Analysis Company Background The idea for Clif Bar & Company started with a bike journey by owner and founder Gary Erickson. After eating several of the competitor’s bars along the ride, he thought â€Å"I can make a better energy bar than this†(Schmidt, 2005). This is famously known as his epiphany and after two years of experimenting in his mother’s kitchen, Gary finally created a bar that is now the driving force behind a largely successful American company, Clif Bar.Clif Bar, named after Gary’s father Clifford, was first introduced in September 1991 at a bike show in California. The original Clif Bar was produced in three different flavors and the company enjoyed a first year success of $700,000. By 1997 Clif Bar surpassed the $20 million dollar mark. The company continues to lead the market in organic energy bars (Clif Bar & Co mpany, n. d. ). The Clif Bar business model is founded on five aspirations: sustaining the planet, community, people, business, and brands. Today, Clif Bar is produced and sold to a wide variety of target markets including men, women, and children.Some of The Clif Bar brands include: Clif Bar, Clif Kid, Clif Shot and Luna Bar, which is made for women. Currently, Clif Bar produces eight brands and offers many unique flavors of each (Clif Bar & Company, n. d. ). Market Trends Clif Bar manufactures and markets its products as being at least 70% organic. The organic market is projected to continue its growth through the year 2015. Organic food sales, which represent 4. 2% of all U. S. food sales, are up 4% from 2010. Sales of organic food products increased 9. 4% in 2011 (Scott-Thomas, 2012).This growth has been driven mainly by increased consumer interest in health and environmental issues. 4 The smoothie market will continue to experience substantial growth in the upcoming years. Acco rding to Global Industry Analysts, Inc. (GIA), the smoothie market is projected to reach $9 billion by 2015 (PRWeb, 2010). This is a market that cannot be ignored by companies that manufacture healthy, organic products such as Clif Bar. In a recent survey conducted by Technomic, seven out of ten consumers will purchase a beverage away from home more than twice a week, which is up 66% since 2010 (2012).Fueled by the success of the Clif Shot energy gel products and proven ability to market items other than organic energy bars, the company has a large opportunity to develop and market a new product that will help further its line of healthy foods and beverages. Regulatory Issues To protect the integrity of the Certified Organic seal, the Organic Standards Protection Act was introduced into legislation in 2012. This act would protect the integrity of the USDA’s National Organic Program seal and filter out any imposter that puts the organic industry and the organic brand at a disa dvantage.This bill, however, was not enacted after its introduction to Congress on June 12, 2012 (News Desk, 2012). Marketing Efforts Although not known for its large marketing budget, Clif Bar has done a fair amount to promote the brand and support the community. In 2011, the company launched the â€Å"two-mile challenge†which aimed to replace 100,000 car trips with bike travel between May 12th and October 31st. For this challenge, Clif Bar aligned themselves with such organizations as Alliance for Biking and Walking, Safe Routes to School, and 350. org.The company has also contributed $100,000 in total to support this cause (Hyde, 2011). 5 Another recent marketing campaign involved Twitter. Users tweeted (with geo-tag) their location to the company and were sent a coupon for the company’s Clif Mojo Go product (Treacy, 2012). Users were also entered into a drawing to win a Garmin GPS watch or other adventure gear (Treacy, 2012). In an effort to keep its product line fresh and contribute to a good cause, the company introduced three different seasonal bars: Spiced Pumpkin Pie, Iced Gingerbread, and Peppermint Stick.These bars are offered through the end of December. Clif Bar donates 1% of the net sales from these products to the Winter Wildland Alliance (Clif Bar & Company, n. d. ). Although Clif Bar does not spend the majority of its advertising dollars on traditional television and print media, the company does aim their campaigns at giving back to the community and helping the environment. SWOT Analysis Strengths: Gary Erickson founded Clif Bar in September 1991. Since its inception, the company has been committed to creating a healthy and clean environment.Clif Bar provides its employees with excellent working conditions and was voted the 12th best company to work for by Outside Magazine in 2012 (Megroz, 2012). Starting in February 2012, Clif Bar expanded its international reach by offering its products in Japan. Weaknesses: Clif Bar has fac ed many challenges since it introduced its products to consumers. Clif Bar is only focused on the production of healthy and organic products. The company has a limited target market of 22-45 year old men who generally have a high disposable income. Clif 6Bar’s advertising budget is lower than most of its competitors, making it hard to gain brand recognition. Opportunities: There are many key opportunities for Clif Bar to take advantage of in the coming years. First, the company has seen growth internationally with the introduction of its products in Japan. Also, the organic market is projected to see a significant 9% growth in 2013 (Scott-Thomas, 2012). With the introduction of Simply Clif all natural 100% organic smoothies, the company can now take advantage of another profitable market.The smoothie market is projected to reach $9 billion in 2015 (PTM Consulting, Inc. , 2010). Threats: A threat for Clif Bar is major competition in its market. Odwalla and Naked Juice are majo r players with large advertising budgets and established brand recognitions that Clif Bar has to pay attention to. Along with increased competition, eating trends amongst consumers are also changing. Consumer eating trends adapt leaving Clif Bar with a new target market. Since Clif Bar has gone global, fuel and shipping costs are on the rise.The organic market is profitable today and for the projected near future, but it might not always be that way. Competition The market for healthy organic foods continues to grow. Clif Bar is immersed in a very competitive market with well-known Odwalla and Naked Juice (Callahan, 2010). After a decision not to sell the company to Quaker Oats, for a reported $120 million in 2000, Clif Bar has continued to hold their own with the other major companies that it competes with (Wu, 2010). Clif Bar continues to gain market share within the nutrition bar manufacturers, and has recently seen a growth of 1. % in dollar share to an overall 9. 7% increase in 2011 (CSP, 2011). 7 Clif Bar continues to operate today as a privately held company with an estimated 311 employees (Clif Bar & Company, n. d. ). Key Problem to Be Solved Clif Bar generally has a large shelf display within stores like REI, Kroger, and Life Time Fitness. This large display allows the brand to stand out amongst its competitors and alert customers of new products. Those who are loyal to Clif Bar know exactly where to find the product in stores they typically frequent. Simply Clif will be released with a new logo and will be treated as a completely separate entity from the bar. The new product will also target the existing customer base. Organic beverages that need refrigeration are located in a particular area of the store; with a new logo and a new location, Simply Clif will need to find a way to stand out on its own and play on the brand awareness generated from years of success in the bar industry. Directing consumers to multiple areas presents a challenge, but ità ¢â‚¬â„¢s a challenge that Clif Bar aims to overcome through its Simply Clif marketing strategy. Key Strategic Campaign DecisionsObjectives The objective of this campaign is to capture a substantial portion of the fruit and vegetable drink market from companies such as Naked Juice and Odwalla. Simply Clif will focus on providing their key demographic, consumers 18 to 40 years of age, with an innovative new beverage that sets them apart from others in the market. This demographic plays an important role in marketing the product. Simply Clif has the perfect product for the active adult and his/her family. Making consumers aware of the portability of this beverage will allow them to see that this is the ideal product for the gym, work, or school. Clif Bar & Co. eels that limiting initial advertising expenses is necessary to prevent over-extension and unnecessary costs. Simply Clif will use a multitude of marketing media tools to sell the product. By using magazine advertisements, billbo ards, social media and other product displays Simply Clif will create a strong brand awareness and keep advertising costs at a minimum. As the noise level grows around the brand other, Simply Clif will explore the possibility of larger advertising venues such as television commercials. 9 Simply Clif will institute a one-year review of performance and the effects of advertising on the bottom line.If market share growth and brand awareness increase at a strong rate, Simply Clif will look to add to the successful portions of the existing strategy and remove those they are not paying dividends. Clif Bar would like to capitalize on the 3%, two-year decline of the 100% fruit juice market. With consumers ditching 100% juice due to the high sugar content, Simply Clif believes capitalizing on vacated market share is attainable (Euromonitor International, 2012). Simply Clif has the perfect product at the perfect time and is looking forward to a successful product launch.Target Audience Focusi ng on men and women ages 18-40, Simply Clif’s primary target market is broader than Clif’s current target market of men ages 22-45. Simply Clif’s target audience will consist of people that care about their health and will focus more on quality than price. After the initial oneyear campaign, we, as the ad agency, hope that Simply Clif will be profitable enough to start using television ads along with social media to start reaching a more defined target market. Simply Clif’s secondary target market will be defined as active adult men, women and growing families.Simply Clif ad campaigns will target the parents who will buy Simply Clif for themselves and share with their children. Simply Clif’s target audience of adults 18 to 40 consists of 112. 8 million people and about 36. 5% of the U. S. population. This target audience also includes 73% of the U. S. population under the age of 18 (Meyer, 2001). Targeting is how a company designs a specific commun ication strategy to match the audience’s needs and wants and position a product in the best ways to match those needs and wants (Moriarty, Mitchell, & Wells, 2012).Simply Clif’s initial campaign will consist of product displays in the stores that sell Simply Clif and Clif Bars. Additional advertising will be 10 billboards, magazine ads and social media. As Simply Clif brand recognition grows, so will sales and the capital to go after the more specific target audience of active parents and their active kids through television commercials and social media outlets. The second campaign will focus more directly on the active adults ages 25-40 with active children ages 5-17.As of 2010, there are 81,345,554 U. S. citizens between the ages of 25 and 40 years of age, which consisted of 26. 4% of the U. S. population. That same year, there were 61,297,467 U. S. citizens between the ages of 5 and 17, which was 20. 4% of the population (Infoplease, 2010). These key groups are beco ming more health conscious and are making healthier life choices for themselves and their children. About 24% of the Echo Boomers (ages 18-34) and Generation X (ages 35-46) are limiting their daily intake of sugar and sodium (Bouchard, 2011).This campaign will focus on men and women between the ages of 18 and 40 by strategically placing commercial advertisements on sporting events, television programs, and social media outlets. Brand Position Simply Clif is being positioned as a health conscious, environmentally friendly company. The company uses recyclable materials and hopes to sponsor sporting events to further position itself as a healthy brand. Simply Clif competitors’ products in the smoothie market are sold in the same stores where Simply Clif will be sold, and as such, intend to take a portion of that market share.Simply Clif is a nutritious fruit smoothie drink that comes in different flavors that will quench your thirst and appetite at the same time. This new produc t is not meant to compete with products like weight loss supplements, but instead with fruit and vegetable drinks. Simply Clif will eventually become the healthiest choice on the shelf. 11 Campaign Strategy After analysis of the current state of Clif Bar & Company, we have determined that Clif Bar is in a position to succeed in introducing the Simply Clif brand of organic smoothies.The SWOT analysis indicates strong growth of both the smoothie market and the organic foods market. Consumer interest in healthy, organic, delicious and environmentally friendly products will continue to rise in the future and the Simply Clif campaign strategies are aimed at securing a portion of the market share from direct competitors such as Odwalla and Naked. Strategy #1: Brand Awareness Providing brand awareness to the target audience will be essential to informing the public that there is another option other than juice and sports drinks.The smoothie will be a little more like a small meal or snack than just a healthy drink. This also provides an opportunity for Simply Clif’s healthy smoothie drinks to obtain their initial brand recognition and grow within Simply Clif’s first year of operation. Print ads will be the primary form of advertising. Strategy #2: Flavor Options One of the goals of the campaign will be to provide awareness of the smoothie flavor options. The target consumers will also need to be educated on the differing nutritious flavors that will eliminate hunger, satisfy thirst, and provide an enjoyable taste.Print ads, social media and sampling will be used in this effort. Strategy #3: Location of Product There will be a strong concentration on product and advertising placement. Location of products and ads will be in target consumers’ view at eye level in party stores, gyms, gas stations and health food stores. 12 Strategy #4: Expand Target Audience This campaign will expand the target market to both males and females. Clif Bar’s cur rent market are males, ages 22 to 45, with high disposable income. Expanding to a target audience that value the commitment to clean, healthy living environments, which match the lient’s goals will include males and females ages 18-40. This campaign will also educate the target audience of all the benefits Simply Clif Organic smoothies provides to the consumer. Advertising the organic ingredients should appeal to the female audience along with getting the smoothies to their families. Strategy #5: Gain Market Share Simply Clif will take a portion of the market share from companies like Naked Juice and Odwalla while at same time, providing the target consumer with a different type of drink that separates itself from the juice and vegetable market.Clif Bar plans to be the first energy bar company to introduce a smoothie line, which will provide the client with a competitive advantage. Depending on how much market share the smoothies gain in the USA, the client can aim to launch the smoothie product in Japan in 2014. Japanese culture is more focused on selfimprovement. This should provide high brand awareness with the launch of Clif Bar in 2013. The growing international market share is a great opportunity for the client. Marcom Tools Print media ? Billboards near gyms, sport arenas, cafes, highways near large businesses: viewed by consumer base ?Sports and health and fitness magazines ads: distribution 13 Social media ? Social media and mobile presence: tech savvy target market, word of mouth through social media – Twitter, Facebook, Pinterest, YouTube ? Displays with sampling the new smoothies: sporting events, health stores, grocery stores Other Tools ? Coupons: placed in magazines, emails, post cards and other products currently sold by Clif Bar product line ? SQR codes: provides coupons and fun bits of information of how Simply Clif helps benefit consumers’ lives. ? Also, advertising on Clif Bar’s organic smoothie bar already in ci rculation.Simply Clif is being positioned as a health conscious, environmentally friendly product. The client uses recyclable materials that will also be used by in the development of other Simply Clif products. Simply Clif also hopes to start a new market for healthy, meal like smoothie drinks that are not a weight loss product. Media Strategy Media Objectives The objective of simply Clif’s media strategy is to reach its target audience that consists of 18-40 year old adults searching for healthy ways to live their lives. This target watches what they eat and they live healthy active lives.They prefer to eat a balanced healthy diet that includes 14 100% organic foods. Simply Clif will reach a large percentage of its target audience in different ways throughout a one-year span. One way it will reach its target is through health management magazine ads. There will also be Billboard ads on busy freeways such as I-96 and 275. Another way is through Social Media, by hiring Ignite Social Media for one year. Lastly, through a responsive theme website that will help Simply Clif’s audience familiarize themselves with better eating and living habits.Media Selection The ads in health and fitness magazines will help Simply Clif reach a large portion of the target audience. Simply Clif’s target audience is technologically savvy and use social media outlets and the Internet often. This is how Simply Clif will increase brand awareness and utilize use-word-of-mouth advertising. Ignite Social Media will be hired to help Simply Clif reach their target through social media. When people see a friend mention Simply Clif organic smoothies on their Facebook page, they will pay better attention to it the next time they see Simply Clif’s products.Ignite Social Media will help Simply Clif by featuring sports competitions and having Facebook and Twitter fans tag themselves allows their friends and families to see the pictures. YouTube would also be a great w ay to get Simply Clif’s name out there; by creating a contest where customers need to come up with creative ideas that are â€Å"simple and organic†once these videos are posted the customers are actually helping Simply Clif spread their brand by posting their own videos on showing their friends and family members.The winner will win a year’s supply of Simply Clif Organic Smoothies and their video will be posted on the responsive theme website. 15 Another way of reaching Simply Clif’s target audience is by helping to sponsor a marathon in the summer. Taking pictures and posting them throughout Simply Clif’s social media outlets allows the people participating to see their achievements and also to show off their efforts to their friends and family members. The billboards will be placed on roads where they can be easily seen, especially during rush hour.The billboards will have the catchy phrase â€Å"Simply Awesome†that is easy to read and r emember. The simplistic design of the billboard reflects the overall appeal of Simply Clif smoothies. Lastly, the responsive themed website will allow Simply Clif’s users to use the website with ease and clarity allowing them to enjoy every part of the website. These marketing strategies will get the Simply Clif name recognized and help reach Simply Clif’s target audience. Media Planning and BuyingMagazines According to Media Broker International (MBI) website, â€Å"NATURAL SOLUTIONS Magazine is a USA magazine covering Health. Natural Solutions, formerly entitled Alternative Medicine magazine, is a source of information on alternative therapies and products. It guides and inspires its readers to make informed decisions about their health and well-being in every facet of their lives. Natural Solutions magazine is the most trusted source readers turn to for help in making decisions about their health and wellbeing†(MBI, 2013).The magazine is issued to ages 18-54 and is issued nine times a year, with a total circulation of 225,000. A black-andwhite advertisement that is two-thirds of a page will cost $10,820. 00 per issue. Simply Clif will distribute advertisements in four issues of Natural Solutions magazine. 16 MBI also states â€Å"FITNESS delivers strategies and tools that help women make little changes to achieve big success. With a â€Å"you-can-do-it attitude†, our workouts, health and beauty advice, diet plans and success stories motivate readers to get strong in mind, body and spirit.The magazine empowers women to embrace fitness as a lifestyle  not an age or dress size  and to change the conversation from â€Å"skinny†to â€Å"healthy††(MBI, 2013). This magazine is issued ten times per year, to ages ranging from 18 to 64, and circulates 1,500,000. A half-page ad with four colors will cost $98,490 per issue. Simply Clif will distribute advertisements in four issues of Fitness magazine. Lastly, MBI stated, â€Å"PARADE'S HEALTHYSTYLE fresh dynamic, approach to the latest health, food,fitness and nutrition information (2013).It gives you insight into the latest about the healthy recipes and lifestyle you need to adapt to discover a newer you. Parade healthy lifestyle addresses issues like men's & women's health issues; tackling the peculiar problems that they encounter†(MBI, 2013). PARADE’S HEALTHYSYLE reaches an audience from ages 25 to 54; the magazine is issued 11 times per year and circulates 8,000,000. A half-page ad with four colors will cost of $163,200. 00 per issue. Social Media Ignite Social Media will have a great deal of impact on Simply Clif’s social media.As mentioned before they will have special events that will connect them to Simply Clif and the rest of their target market. Ignite Social Media will also be in charge of all the social network site editing and ensuring the information is up-to-date. Ignite Social Media will be h ired for 1 year at a total cost of $15,000. 17 Responsive Themed Website Lastly, the responsive theme website allows the viewer to view Simply Clif’s website at any size on their screens, they can maximize the screen and be able to see the entire website including all the ads.If the viewer decided to minimize the screen slightly the website will re-adjust itself allowing the viewer to still view the entire website but with minor ads. Message Strategy Key Consumer Insight The brand message of â€Å"Simply Awesome†is designed to grab the consumer’s attention and drive the consumer to investigate the bold statement. The strategy of the campaign is to be simple and clean, but also deliver a bold message. The message is designed to reach a target audience of 18-40 year old health conscious men and woman by stating that Simply Clif is simple and healthy.The brand message is designed to be a teaser that will create curiosity and drive the target audience to investigat e why Simply Clif is â€Å"Simply Awesome†(Moriarty et al. , 2012). The target audience is looking for new products that have simple, organic ingredients that help them maintain their already healthy lifestyle. The target audience will be motivated to purchase Simply Clif because they are looking for healthy, organic foods that taste good. The Simply Clif campaign will feature three different product flavors that will appeal to the target audience.These three different flavor options will reinforce the premise that healthy foods can taste good and encourage the consumer to pursue healthier eating habits. The Simply Clif campaign is designed around the way our target audience attempts to live their lives, simple and clean. The campaign will â€Å"speak†to the target audience by introducing a product that contains only five natural ingredients, is gluten free, and is low in calories. 18 Main Objectives The main message objective is to successfully launch the new Simply Clif organic smoothie into the growing organic market by offering the target audience a healthy, organic beverage.The campaign will capitalize on an increased interest in organic products sold in the marketplace. The overall sale of organic food and beverages in the United States has grown from $1 billion in 1990 to $26. 7 billion in 2010. The sale of organic foods and beverages has increased by 7. 7% from 2009 to 2010. Also, the highest increase in sales during 2010, were organic fruits and vegetables, up 11. 8% through 2009 (Organic Trade Association, 2011). These dramatic increases in organic food sales indicate a growing interest in consumers wanting to live a healthier lifestyle.Secondary objectives of the campaign are to increase overall awareness of the product, highlight the fact that the Simply Clif Organic Smoothie is made of all natural ingredients, suggest the idea that the Simply Clif Organic Smoothie is a healthy meal replacement alternative, and to enforce that our p roduct is a higher quality alternative to Naked and Odwalla juices. The overall message of the campaign is to highlight the product as the highest quality, all organic smoothies on the market.Selling Premise The selling premise of the Simply Clif Organic Smoothie is to highlight the simple ingredients and healthiness of our product. The campaign will focus on â€Å"clean living†and the benefits of choosing an organic product over other non-organic products on the market. The Simply Clif Organic Smoothie is not only a healthy snack, but can be used as a meal replacement to help maintain a proper body weight or as a recovery drink after strenuous exercise. The campaign will enforce the benefit of choosing the Simply Clif product by explaining how the 19 roduct can help an individual live a healthier lifestyle by consuming organic products. Big Idea The Big Idea of the campaign is to introduce the new organic smoothie into the marketplace as a simple, healthy, organic and clean smoothie drink alternative to high-sugar and high-calorie drinks currently on the market. The campaign itself is clean and simple and designed to mimic the product. The goal of the campaign is to have the target audience connect with Simply Clif organic smoothies as a way to help them continue to maintain their active healthy lifestyle.Other Marcom Tools In addition to the planned billboards, social media promotions and print media advertisements placed in magazines, Clif Bar will also employ other marketing communication tools to enhance the campaign. Public relations activities, direct marketing, personal selling, sponsorships, point-of-purchase displays and special packaging features will also be used to engage potential customers and increase brand recognition. Public Relations Clif Bar will submit a press release to introduce Simply Clif to the public.This press release will be announced at the beginning of the next quarter and will contain information about the new flavors an d the benefits of drinking Simply Clif smoothies. Simply Clif will continue the Clif Bar tradition of supporting healthy lifestyles by encouraging outdoor activities and helping the environment. The company will continue to work with organizations like the Alliance for Biking and Walking, Safe Routes to Schools, and 350. org. 20 Direct Marketing The direct marketing tools will include SQR codes and social media.These SQR codes will be strategically placed on the magazine advertisements, smoothie packaging and on other merchandise offered by Simply Clif. SQR codes will provide coupons and information about how Simply Clif can help benefit consumers’ lives. Also, direct marketing will occur through the presence of social media. Simply Clif has created Twitter, Facebook, Pinterest and YouTube accounts. These accounts will help in providing information and special offers to the target audience. These accounts will provide more personal and engaging interactions with consumers.You Tube will be used to announce offers and show mini-commercials of athletes drinking the smoothie and others having fun in the outdoors. Social media outlets will also increase word-of-mouth advertising and the brand recognition of the new smoothies. Personal Selling Because Simply Clif is a new product, personnel will be hired to hand out free samples of the new smoothies. The free sampling will occur at sporting events, college campuses, in health stores, and grocery stores. Also free lanyards will be given out to consumers willing to try all three flavors.Sponsorships As part of the announcement of Simply Clif, it plans to sponsor a triathlon in midsummer along with swimming, BMX and Skateboard competitions. This will introduce the product to many athletes and consumers wanting an active lifestyle. These sponsorships will also hand out free merchandise, such as wrist bands, t-shirts, lanyards, and water bottles. 21 Point of Purchase Displays Large displays will be placed in locati ons where other Clif Bar products are currently sold. These displays will show the logo and provide the great benefits of the new smoothies.The displays will direct consumers to the refrigerated isle where the smoothies are sold. It will also provide a large SQR code to link the interested consumer to the Simply Clif website to gather more information and other offers. Unique or Special Packaging Coupons will be placed with advertisements in magazines, sent to consumers through email, sent on personalized postcards to consumers of Clif products. Also, peel off coupons will be placed on other products currently sold in the Clif Bar product line.Another sales tool that will be used is introductory pricing. This is a new product, so a discounted price will be used to entice consumers to try the product. Campaign Management Key Players Three roles will head up the media department: the art director, graphic designer and copywriter. The graphic designer is in charge of designing the maga zine ads that will be distributed (American Association of Advertising Agencies, n. d. ). The copywriter is in charge of creating and supervising the Simply Clif website.While working on their tasks, both the graphic designer and copywriter will give weekly reports to the art director to keep him/her informed of how the two areas are progressing. These reports will then be shared with the head of the marketing department. 22 Campaign Budget Media costs will consist of one-page ads in the following magazines: Natural Solutions, Parade's Healthstyle, and Fitness. Other media costs include a billboard, social media services provided by Ignite Social Media, and the newly developed Simply Clif website. Media Costs /3 page ad in NATURAL SOLUTIONS Magazine (4 issues @ $10,820 / issue) 1/2 page ad in FITNESS magazine = (4 issues @ $98,490 / issue) 1/2 page ad in PARADE'S HEALTHSTYLE = magazine (3 issues @ $163,200 / issue) Billboard on I-96 & 275 Hiring Ignite Social Media for 1 year Respon sive Theme Website Total Expenses = = = = $5,000 $15,000 $25,000 $971,840 $489,600 $393,960 = $43,280 For our services in creating this ad campaign, our agency will charge $95 per hour, making an eight-hour days’ worth of work cost $760. Also, since we will be purchasing and 3 orchestrating the various types of media for our client, Clif Bar, we will also be charging a 15% media commission fee totaling to $145,776 to be made payable to the agency (Janet Fazio Advertising, n. d. ). Evaluation of Effectiveness Evaluations will be conducted based on the target market that Simply Clif shares with other products of its kind. The target demographic of men and women 18 to 40 years of age was chosen because those people in that age group are more likely to engage in life-changing events such as eating healthier or having kids.Not only will Simply Clif satisfy the health food cravings of that age group, but it will also help in developing strong and healthy children. By segmenting dow n into this life-stage sect of the population, Simply Clif will not only appeal to the main target audience, but also secure product loyalty among future generations (Moriarty et al. , 2012). Other smoothie brands used to weigh the effectiveness of the campaign will be Naked and Odwalla. Both brands appeal to youth and will serve as acceptable benchmarks to measure the ad campaign’s effectiveness.Naked products are the more expensively priced of the two brands, with one 15. 2 ounce bottle retailing between $3. 19 and $3. 49 (The Nibble, n. d. ). One box of Odwalla’s smoothie product retails at $1. 49 (Beverage Industry, 2012). The size of the bottles affects the prices of the products, however, as Naked’s bottles are more than double the size of Odwalla’s bottles. Simply Clif bottles are 12 ounces and the retail price will be between $1. 49 and $3. 19 to provide the greatest value. Because the Clif Bar brand has not dealt in the smoothie industry yet, com paring the success of the campaign will be relatively simple.Evaluation of the campaign’s effectiveness will begin three months after the campaign has been introduced to the public. Effectiveness progress will be monitored every three months until the campaign has ended. At that time, a full 24 evaluation report will be conducted to judge the success of the entire campaign. If Simply Clif is successful in taking a portion of the smoothie market share from Naked and Odwalla, the campaign will be deemed successful. The types of metrics used to judge whether or not the campaign was effective
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