Most Influential Books on Leadership Essay Example for Free

Most Influential Books on Leadership Essay Leadership is an issue which has been in the limelight in every aspect of human governance. Human development has been linked with management and directions which are part of leadership. Various characteristics of leadership have therefore been identified from various areas in life. This paper aims at identifying three different types of books on leadership which are recognized to be the most influential. The first choice is the book â€Å"Talent Is Never Enough: Discover the Choices That Will Take You beyond Your Talent† by John C. Maxwell . The author holds that talent is never enough in leadership. There are many different people in the whole world , thus showing that talent will never end. Nevertheless if acquiring that talent were just enough for everybody, then we would all be at a higher level and being full of potentials. There are therefore other things that need to be included in our talents so as to be able to discover those opportunities especially when it comes to business. People need to come up with other discoveries which would take them more steps beyond the talents they have. In businesses today, most leaders mostly concentrate more on the talents they have alone. The writer of this book, who in this case is a known expert in leadership John C. Maxwell argues that this is not the right way to achieving success. In his discourse, he describes how highly talented people who are globally known would be very successful if talent was the only contingency for that matter . That is not however the case. The book goes on to place more emphasis and support the writer’s decision by highlighting the fact that society is full of people who could have been great men and women if only they used other ideas apart from what they call talent. The author talks of prominent people like Jefferson, Nameth, Churchill, Bono, Oprah, and Dickens whom, apart from their talents, went steps ahead to the next level of increasing their talents and maximizing it to improve the world. They employed more efforts to what they discovered as their talent to capture other opportunities in life. That is why they are the talk of the world. According to Max, talent should therefore be present. It should however be followed by other measures that improve it. With different examples given of those people who maximized their talents, there are a few who did not. The author thus goes ahead to encourage the reader to support the authors views and improve their lives by giving thirteen key choices one can adopt to become a person with advanced and maximized talent (Maxwell J. C(2009). The second selection of the most influential leadership books that I would recommend is â€Å"The Skinny of the Art of Persuasion† by Jim Randel. In leadership, persuasion is one of the most important skills that a leader should posses. This book provides sound and detailed information on persuasion in leadership. Moreover, it offers other important recommendations on persuasion from various prominent leaders. The book advices on persuasion thanks to the fact that the author is an attorney besides being well experienced in the field. Further, apart from his experience Randel quotes people like Kevin Hogan, James Speakman, Dave Lakhani, Dale Carnegie, Robert Cialdini, Tom Hopkins, Malcolm Gladwell, and others in his discussion on persuasion in leadership. This approach puts more emphasis on the author’s concept. He states that persuasion basically involves integrity. To add to his topic, Randell gives his personal life stories regarding leadership which still bothers him till then. To understand and get acquainted with what he is insinuating, his book finalizes with tips which are easy to understand about a good persuader in leadership (Alegre M. 2010). The third influential book on leadership is John Ferling’s new book on â€Å"The Ascent of George Washington. † It talks about the relationship between leadership and education. It is very important -especially in the current world to link leadership with the educational backgrounds of those aspiring to be leaders in future. George Washington was an educated man in leadership. He had focus in his politics due to the great boost from his education. This is an ideal model of how leaders should learn to lead others. The author in this book goes ahead to reveal Washington as a political genius due to the fact that he was politically focused, ambitious, and was driven to succeed. Although described by the author as the most untactful and indecisive in times of crises, Washington was the only right person to lead Americans to independence. His character, boldness, judgment, industriousness, determination, and skillful political thinking were remarkable. It is a book that explains how one does not need to be perfect to achieve greatness (Alegre M. 010). Therefore, these books cover some of the most important aspects of leadership which most people fail to identify while leading others. Since most of us are leaders in one way or another, it is equally important to consider reviewing such influential leadership books to acquire various tips of leadership and also as stated by Maxwell to improve our talents in leadership. This strategy will not only boost our leadership qualities, but will also enable us to identify new opportunities in life and be able to pursue only the best of them.

Comparison of Adidas and Nike Footwear

Comparison of Adidas and Nike Footwear COMPARITIVE STUDY OF Brand of Leading Footwear Giants With special reference to Adidas and Nike ABSTRACT BRANDING The 1980s marked a turning point in the competition of brands. Management came to ralise that the principlal asset of a company was in fact its brand names. The brand is not the product but it gives the product meaning and defines its identity in both time and space. Too often brands are examined through their component parts: the brand name, its logo, design or packaging, advertising or sponsorship, the level of image and brand awareness or, more recently, in terms of financial valuation. The brand is a focal point for all the positive and negative impressions created by buyer over time as he comes into contact with the brands products, distribution channel, personnel and communication. The brand continues to be, at least in short term, a byword for quality even after the patent has expired. The brand performs an economic function in the mind of consumer and thus has a lasting and memorable effect on the companys activities, be it as distributor or owner of the brand. Legally a brand is simply a symbol which distinguishes a companys product and certifies its origin and thus only obtains its value through registration and conformity. In order to understand in what way a strong brand is a generator of growth and profitability, it is first necessary to remind ourselves of the fnctions that it performs with the consumers themselves, and which are the source of this valuable goodwill. Once these functions are valued, the consumer seeks out the brands and becomes attached, indeed loyal, to them and, in accordance with the valuation, is often prepared to pay more for the branded product. On the other hand, when these functions are either not fulfilled or not valued by the public, the attraction of the branded product decreases and its premium price becomes unacceptable. Branding means much more than just giving a brand name and signaling to the outside world that such a product or service has been stamped with the mark and imprint of an organization. Brands are a direct consequence of the strategy of market segmentation and product differentiation. It is no wonder that the word â€Å"brand† also refers to the act of burning a mark into the flesh of an animal as a means to claim ownership of it. Branding though, is not about being on top of something, but within something. The product or service thus enriched must stand out well if it is to be spotted by the potential buyer and if the company wants to reap the benefits of its strategy before being copied by others. The brand should have its own specific point of view on the product category. It is this conception whichjustifies the brands exixstence, its reason for being on the market, and provides it with a guideline for its life cycle. A brand is both the memory and future of its products. Products are mute: the brand is what gives them meaning and purpose, telling us how a product should be read. A brand is both a prism and a magnifying glass through which products can be decoded. Brands become credible through persistency and repetition. Whats in a name? That which we call a rose by any other name would smell as sweet. William Shakespeare Shakespeare was wrong. A rose by any other name would not smell as sweet †¦. Which is why the single most important decision in the marketing of perfume is the name. Al Ries and Jack Trout An idea, in the highest sense of that word, cannot be conveyed but a symbol. Samuel Taylor Coleridge A brand is an external manifestation of what happens inside the organization. The brand is the most powerful asset of a company. It is the instrument by which the products move. It is the symbol of a companys promise. Branding is the process by which companies distinguish their product offerings from competition. A brand is created by developing a distinctive name, packaging and design, and arousing customer expectations about the offering. By developing an individual identity, branding permits customers to develop associations like prestige and economy with the brand. Buying a brand reduces the risk of the customer and eases his purchase decisions. Brand superiority leads to high sales, the ability to charge price premiums, and the power to resist distribution power. A brand is a distinguishing name or symbol (such as a logo, trademark, or package design) meant to identify the goods or services of either one seller or a Group of sellers. Its purpose is to differentiate the goods or services from the goods or services of the competitors. A brand gives signals to the customer the source of the product, and protects both the customer and the producer from the competitors who would attempt to provide identical products that appear to be same. The strength of brand is directly proportional to the expectations of the customer about it. The brand is the culmination of all the activities of the organization. The brand name conveys the set of values and attributes embodied in the brand. When we think of M with curved top reminds us of the delicious burgers served at McDonalds outlets. This is how a symbol reminds us of the brand when it becomes applicable in the whole universe. A BRAND CONVEYS the following message Ø Attributes: can be both specific and abstract. Size colour and weight are specific. McDonalds gives identification of pure and hygienic food served by it. Ø Benefits: refer to the consumer perception of the needs that are being satisfied. McDonalds gives us healthy food, which is hygienic and ready to eat. Ø Values: Wipros values are to deliver best products and services by applying these values. Ø Culture: Mercedes represents German culture: organized and efficient and comfortable cars. Ø Personality: Raymonds fabrics provide a gentle, caring and lovable mans look to its users. Ø User: Barbies indicate that its user would be a small kid and not a teenager or an old man A successful brand has several essential attributes. The presence of most of these attributes can guarantee long-term eminence of the brand.  · The brand provides the benefits that customer desire. Customers buy a brand because its attributes, its image, its service and many other tangible and intangible factors create an attractive whole.  · The brand stays relevant.  · The pricing strategy is based on consumers perception of value. The company has to arrive at the right blend of product quality, design, features and price. Value pricing should not be adopted at the expense of essential brand-building activities. Whatever price the company decides to charge, it should be able to demonstrate that customers are deriving value from it in proportion to the price they are paying.  · The brand is properly positioned. Successful brands keep up with competitors by creating points of parity in those areas where competitors are trying to find an advantage, while at the same time creating points of difference to achieve advantages over competitors in some other areas.  · The brand is consistent. Maintaining a strong brand means striking the right balance between continuity in marketing activities and the kind of changes needed to stay relevant.  · The brand portfolio and hierarchy should make sense. The Gaps brand portfolio provides maximum market coverage with minimal overlap. Banana Republic serves the higher end, the Gap brand covers the basic style and quality segment, and Old Navy serves the mass market. Each brand has the distinct image and its own source of equity. Brand at each level of the hierarchy should contribute to the overall equity of the portfolio through their individual ability to make consumers aware of the various products and foster favourable associations with them.  · The brand makes use of and coordinates a full repertoire of marketing activities to build equity.  · Brand managers understand what the brand means to consumers. LITERATURE REVIEW Define the Market Market is the place where the sellers and buyers meet. It does not have any demographic limits. Market research  · Market research gives the knowledge about customers, its attitude, approach. Market research is collection of data which will make a person (as a business) more aware of how the people, you hope to sell the product of the company to, will react to your products or services. Conducting market research There is no uniform way of conducting market research, yet there are number of ways in which we may carry out your research but we need to carefully consider the reason of this choice and what you hope the evidence will suggest to you. There are various methods but Questionnaires and personal interviews are one of the most common ways in which you can conduct market research, and there are many methods of gathering data this way: Direct Interview, Mail Survey and Telephone interview of person. Marketing mix The Marketing Mix (The 4 Ps of Marketing) In marketing decisions we are to take decisions about the four following categories:  · Product which is produced by the company  · Price which is charged by the company  · Place (distribution) where it is sold by the company  · Promotion what is done to increase sales of the company These four Ps are those parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. All the four elements of the marketing mix for a target market should reinforce one another and contribute positively to companys value proposition for the target market. The correct process to get its marketing mix right is that the company decides its positioning and sets each element of the marketing mix to conform to its positioning. Most companies start with fixing their marketing mix elements individually and only much later in their evolution do they consciously think about positioning. Different elements of the marketing mix send conflicting signals to the customers. Customers are confused about the companys true positioning. Such companies are not reaping the values that they could have from their marketing mix as customers pay less to compensate for the conflicting signals they get from one of the elements of the marketing mix. When customers get conflicting signals from the store, they always look to bargain for a lower price. If the same product had been sold from a brand ed store, all the four elements of the marketing mix would have presented a consistent image of high quality and premium product. Customers would not have bargained. Product Decisions Product means to tangible, physical products as well as services. Here are some examples of the product decisions to be made by the marketing manager:  · Brand name  · Styling of the product  · Quality of the product Price Decisions Marketing manager is to decide which pricing policy is to be decided by him for his product range so that consumer is satisfied and he is not losing profit. There are no fixed rules to be followed. Some examples of pricing decisions to be made include:  · Pricing strategy (skim, penetration, etc.)  · Cash discount and early payment discounts  · flexibility in pricing of the product of the company  · Price discrimination Decision about Distribution (Place) of Product Distribution means the process of delivering the goods to its customers. Some examples of distribution decisions include the following:  · Distribution channels  · Market coverage (inclusive, selective, or exclusive distribution)  · Warehousing arrangement  · Distribution centers of the company  · Transportation Promotion of goods It represents the various aspects of marketing communication. It is the communication of information about the product to generate a positive customer response. Marketing communication decisions include the following items:  · Promotional strategy (push, pull, etc.)  · Advertising of the product  · Personal selling sales force  · Sales promotions Swot analysis S Strength W Weakness O- Opportunity T- Threat This is very important for the company because it tells the weakness and the strong points of the company and if company then it is easier for the company to operate and also the profits as well as the market share of the company get increased so that it gets some synergy in its operation. Brand Image Brand image relates to the customers perception of the brand. Brand image can be defined as the set of beliefs held about a particular brand. Brand image is the sum total of impressions that consumers receive from many sources, all of which combine to form a brand personality. Brand image is also described as the way in which a particular brand is positioned in the market, i.e., hoe the consumer perceives the product. Brand image is a set of associations, usually organized in some meaningful way. Brand image is the understanding consumers derive from the total set of brand-related activities engaged by the firm. Implicit in all the above definitions is that brand image is a consumer-constructed notion of the brand. Consumers ascribe a persona or an image to the brand based on subjective perceptions of a set of associations that they have about the brand. For example, Lexus may be associated with lixury and status, while Volvo may have safety associations in the mind of the customers. McDonalds may be associated with a symbol such as the Golden Arches, or children may link the fast food giant to a place where they can have fun. The key difference between the brand image and brand identity is that whereas identity stems from the source or company, image is received by the receiver or the consumer. Brand message is packed or wrapped in terms of brand identity, and it is unpacked or unwrapped by the consumer in the form of brand image. Identity represents the firms reality while image represents the perception of the consumer. Brand attitude Attitudes towards brand are dynamic, and are learnt over a period of time. Therefore, each encounter of the consumer with the brand either reinforces the existing attitude or forces him to re-evaluate it. Consumers form attitudes about brands to consumption for several reasons:  · They simplify complex subjects  · They protect self-esteem  · They help us adjust to world  · They allow us to express fundamental values. There are three main sources of attitudes:  · Direct experience with the brands and situations  · Explicit and implicit learning from others about the brand  · Personality development Attitudes are not observable. Attitudes relative to purchase behaviour are formed as a result of direct experience with the product, word of mouth, exposure to mass media advertising, the internet and direct marketing. Attitudes are not synonymous with behaviour though they may result from behaviour. Attitudes have consistency, though they are not permanent, and can and do change. Once attitude develop, they are not always easy to change. Often the goal of marketing is to change attitude about a brand or a company. Attitudes occur within a situation. From a marketers perspective, it is important to consider the situation in which the behavior takes place, or one might misinterpret the relationship between attitude and behavior. Branding for a business means one need to stand out from the herd when it comes to business. Branding makes the company stronger and more adaptable than your competitors. Brand gives the business an immediate advantage because it is a backbone, or a frame work, on which company hangs its products. Brand gives awareness of the product to the customer. A branded business carries with it an ideology. If people know the brand they know the company and what it stands for. A brand carries with it the power to inspire and influence your customers. Brand creates a set of subconscious associations in minds of the customers of the company and sets you apart from the herd. Brand gives the customer satisfaction, surety about the following: 1. Quality of product of company 2. Reliability of product of company 3. Customer service (after sales /before sales) 4. Uniformity of material, size etc. Advertising campaigns uses the following for their product 1. Their Logos 2. Their Slogans 3. Their Promises We absorb every day that a lot of advertising promotion Logos, slogans and associated advertising methods (particularly background music) stick like mud. â€Å"Ek idea jo apke duniya badal de† â€Å"Im loving it†Ã¢â‚¬ ¦ can name the brands. Company need to grab its audience and need to keep them until they are fully aware that it exists and that it mean business. It is advisable for the company not to copy its competitors, be original instead  ­ look to companies that inspire you for inspiration. There are some other ways of advertising but Word of mouth is by far the most effective form of advertising. People ignore Pop-up windows, but theyll listen to their best friend. If company provides a quality service people will recommend for it to the other prospects and help to make them customers. If company can provide quality at decent price customers will come back, inspiring customer loyalty is part of a strong brand identity. If company is lacking to shape its business, it may want to hire a professional to help shape your business model, or to improve its advertising scheme. Company should not limit itself; putting blinkers on is a way of staying focussed; but it also leads to missed opportunities of growth. INTRODUCTION Brands in todays intense global economy are strategic assets and a key source of competitive advantage. A brands equity adds or detracts from the power of the brand. It must be managed and leveraged to produce strong long-term performance and lasting revenue growth. Strong brand-building and measurement skills are crucial to achieve these critical objectives in todays fiercely competitive global economy. The brand performs an economic function in the mind of consumer and thus has a lasting and memorable effect on the companys activities, be it as distributor or owner of the brand. Brands create market segmentation and product differentiation. â€Å"Brand† also refers to the act of burning a mark into the flesh of an animal as a means to claim ownership of it. Branding though, is not about being on top of something, but within something. The product or service thus enriched must stand out well if it is to be spotted by the potential buyer and if the company wants to reap the benefits of its strategy before being copied by others. Brand equity It means to the value inherent in a brand name. This value stems from the consumers perception of the brands superiority, the social esteem that using it provides, and the customers trust and identification with the brand. For corporate world, their most valuable assets are their brand names. Well-known brand names are referred to as megabrands which attracts the customers. Companies prefer to leverage their brand equity through brand extensions rather than taking the risk launching a new brand. Brand equity is most important for low involvement purchases such as inexpensive consumer goods that are brought routinely and with little processing of cognitive information. Brand equity enables companies to charge a price premium an additional amount over and above the price of an identical store brand. A relatively new strategy among some marketers is co-branding (also called double branding). The basis of co-branding, in which two brand names are featured on a single product, is to use another products brand equity to enhance the primary brands equity. Brand loyalty and brand equity increases market share and profits are increased. Definition of Brand Equity Brand equity is the value and power of the brand that determines its worth. The brand equity can be determined by measuring;  · The price premium that the brand charges over unbranded products;  · By assessing the additional volume of the sales generated by the brand as compared to other brands in the same category;  · Returns to shareholders;  · Assessing the image of the brand for various parameters that are deemed important;  · Assessing the future earning potential of he brand; Various activities of the firm determine brand equity. These activities may enhance or diminish the brand value. Activities that are synchronous with the overall vision for the brand enhance equity, and any activity that goes against this overall vision reduces brand equity. The customer-based brand equity framework defines customer-based brand equity as the differential effect that consumer knowledge about a brand has on the customers response to marketing activity. Positive customer based brand equity results when consumers respond more favourably to a product, price or communication when the brand is identified than when it is not. Sources of brand equity occur when consumer are aware of the brand and hold strong, favourable and unique brand associations. Any action that a firm takes as part of its marketing programme has the potential to change consumer knowledge about the brand in terms of some aspects of brand awareness or brand image. Managing brand equity, however, requires more than taking a long-term perspective. Brand equity must be actively managed over time by reinforcing the brand meaning and if necessary, by revitalizing the brand. Who should be involved in process of building brands? Brand managers were originally dominant in brand building. However, the traditional brand manager concept has been criticized since changes in the external environment and within the firm raise doubts about its appropriateness. Limitations in the brand management concept have resulted in the move to categry management. In some firms the CEO is in charge of brands, which is advantageous as CEOs have authority, a long term perspective and control over resources. CEOs also have many objectives and may be subject to performance measures which conflict with the aims of building a strong brand. As such the â€Å"brand champion†, a senior executive with sole responsibility for managing and building one particular brand, is emerging as an alternative. However, as the role of marketing departments has declined branding mayhave ceased to be their sole responsibility. External parties may also be involved. Agencies attract employees who are interested in brand strategy, and these employees often develop brand strategy toolkits and gain insight and experience because of their exposure to different brand and brand contexts. Consumer involvement is also critical. Stages in building a successful brand  · Identify external opportunities  · Identify internal capabilities  · Define the brand and develop a brand concept  · Consider feasibility of brand  · Ensure internal commitment  · Position and differentiate the brand  · Structure organizational resources  · Market testing  · Operationalization The brand concept is based on the consumer needs that a brand can satisfy. A brand with a functional concept is designed to solve externally generated consumption needs. A brand with a symbolic concept is designed to associate the individual with a desired group, role or self image. A brand with an experimental concept is designed to fulfill an internally generated need for stimulation and/or variety. Brand identity originates from the company, i.e., the company is responsible for creating a differentiated product with unique features. The marketing mix strategy plays an important role in establishing a brand identity. The four Ps product, promotion, price and place- can play an important role in this process. Brand identity is the common element sending a single message amid a wide variety of its products, actions and slogans. This is important since the more the brand expands, the more customers are inclined to feel that they are, in fact, dealing with several different brands rather than a single brand. Through brand identity, a company seeks to convey its individuality and disinctiveness to the relevant public. It is through the development of this identity that managers and employees make a brand unique. The brand identity is made up of the following components:  · Brand vision  · Brand culture  · Positioning  · Personality  · Relationships  · Presentations Brand equity† has two components, we can more easily determine a reliable way to measure brand equity, and to track changes in brand equity over time. The components of brand equity are: a) retention and attraction of customers, b) stem from peoples experiences and c) perceptions of a brand. How should brand equity be reinforced over time? How can marketers make sure that consumers have the desired knowledge structures such that their brands continue to have the necessary sources of brand equity? In a general sense, brand equity is reinforced by marketing actions that consistently convey the meaning of the brand to consumers in terms of brand awareness an brand image as follows:  · What products does the brand represent; what benefits does it supply; and what needs does it satisfy?  · How does the brand make those products superior? What strong, favourable and unique brand associations exist in the minds of consumers? Both of these issues- brand meaning in terms of products, benefits and needs as well as brand meaning in terms of product differentiation depend on firms general approach to product development, branding strategies and other strategic concerns. The most important consideration in reinforcing brands is the consistency of the marketing support that the brand receives both in terms of the amount and nature of marketing support. Brand consistency is critical to maintaining the strength and favourability of brand associations. Brands that receive inadequate support, in terms of such things as shrinking research and development or marketing communication budgets, run the risk of becoming technologically disadvantaged or even obsolete. Consistency does not mean, however, that marketers should avoid making any changes in the marketing programme. On the contrary, the opposite can be quite true being consistent in managing brand equity may require numerous tactical shifts and changes in order to maintain the proper strategic thrust and direction of the brand. There are many ways that brand awareness and brand image can be created, maintained or improved through carefully designed marketing programmes. Brand loyalty occur when a customer makes the choice of purchasing one brand from among a set of alternatives consistently over a period of time. Brand loyalty is usually rated as the most important indicator of brand equity. Loyalty is a dual edged sword, an opportunity for those that consistently deliver on their promises; high risk, for those who dont. (Martin Hoffmitz, Executive Vice President) Loyalty is developed in the absence of something better. (Justin Lees, Commercial Controller) BRAND EQUITY BRAND LOYALTY MEASUREMENT AND MANAGEMENT Companies work hard building the strength of their brands to earn more profits. Bottom line job of marketing is to Build a brand, cultivate its strengths, prune its weaknesses, and make it more valuable to its owners. Marketing does ultimately work in concert to make a firms brands more valuable. Ways to Measure Brand Equity Measuring of brand equity establishes a baseline and track changes in its brand equity over time. Company must consistently work to improve the strength of its brands. it must trace progress, or risk flying blind. Changes in a quantitative measurement of brand equity can show the company the effects of its work, and aid in setting marketing and management priorities in the next business planning cycle. A company measures its brand equity to aid in assigning a monetary value to a brand. Wall Street measures the strength of a brand by looking primarily at current and historical financial measures, with minimal use of information directly from the voice of the marketplace (i.e., current and prospective customers). LOYALTY IN THE MARKET PLACE Whether husbands are loyal to their wives or not, whether employees remain loyal to their employers or not, marketers are realising the need to have a large number of loyal customers. The purpose of any organisation does not end with just getting the customers. Retaining them in their fold is an equally important task. No successful company is satisfied if a customer buys the product of the Company just once or twice. He/She must be made to buy the same brand again, and again. This is should be the core strategy for many of the fast moving consumer goods. Often consumers may not be aware of even the total set of brands available in the market of the product category under consideration. Again, they do not consider for choice all the brands they are aware of. They have an evoked set or a consideration set of brands within which they normally switch from one to another. Consider the case of toilet soaps. There are any number of toilet soaps available in the market. But consumers usuall y choose from their evoked set only. Suppose, the evoked set of brands for toilet- soaps for a consumer consists of Hamam, Rexona and Lux, she will buy only from these three brands. At the same time, she may buy one particular brand more often than other brands in the evoked set, which is a different issue to be taken up later. Footwear Technologies adiprene Ø Shock absorbing material under the heel. Ø Provides heel cushioning and stability. Ø Provides extra absorption of harmful impact forces. Ø Adds stability a ground contact. adiprene Ø Elastic material under the forefoot. Ø Allows a more efficient push-off. Ø Retains natural forces at toe-off for added forefoot efficiency. Ø Maximizes energy use. torsion Ø Helps control of the natural independent rotation of the heel and forefoot. Ø Creates stability and control. Ø Helps the forefoot adopt to surfaces easily. Ø Maintains mid-foot support. Traxion Ø Lugs in shoe bottom provide optimal ground penetration and maximum grip. Ø Lug placement optimizes comfort while increasing surface contact. Ø Adds stability at ground contact. Ø Meets the specific needs of different sports and surfaces. Pro-Moderator Ø Usage of TPU as lightweight mid-sole support system reduces weight of shoe giving greater mobility. Ø Improved durability of mid-sole adds to life of shoes providing consistent and stable run. Ø Direct moulding on mid-sole frees your foot from thick inserts giving improved toe-all. GeoFit Frame Ø An Internal footwear technology that enhances fit and comfort by placing padding in anatomically correct areas. Ø Every piece of anatomically moulded padding follows the form of the foot, evenly distributing pressu

Interrupts and interrupt applications

Interrupts and interrupt applications 8086 Interrupts And Interrupt Applications Introduction: Microprocessors are computers built on single IC. There can be more ICs also used for this. Most microprocessors allow normal program execution to be interrupted by some external signal or by a special instruction in the program. In response to an interrupt the microprocessor stops executing its current program and calls a procedure which sevices the interrupt. An IRET instruction at the end of the interrupt service procedure returns execution to the interrupted program. 8086 Interrupts And Interrupt Responses: An 8086 interrupt can come from any one of three sources. One source is an external signal applied to the non-maskable interrupt (NMI) input pin or to the interrupt input pin. An interrupt caused by a signal    applied to one of these inputs is referred to as a hardware interrupt. A second source of an interrupt is execution of the interrupt instruction. This is referred to as a software interrupt. The third source of an interrupt is some error condition produced in the 8086 by the execution of an instruction. An example of this is the divide by zero interrupt. If you attempt to divide an operand by zero, the 8086 will automatically interrupt the currently executing program. At the end of each instruction cycle, the 8086 checks to see if any interrupts have been requested. If an interrupt has been requested, the 8086 responds to the interrupt by stepping through the following series of major actions: 1) It decrements the stack pointer by 2 and pushes the flag register on the stack. 2) It disables the 8086 INTR interrupt input by clearing the interrupt flag in the flag register. 3) It resets the trap flag in the flag register. 4) It decrements the stack pointer by 2 and pushes the current code segment register contents on the stack. 5) It decrements the stack pointer again by 2 and pushes the current instruction pointer contents on the stack. 8086 Interrupt Types: The preceding sections used the type 0 interrupts an example of how the 8086 interrupts function. It has hardware caused NMI interrupt, the software interrupts produced by the INT instruction, and the hardware interrupt produced by applying a signal to the INTR input pin. DIVIDE-BY-ZERO INTERRUPT-TYPE 0: The 8086 will automatically do a type 0 interrupt if the result of a DIV operation or an IDIV operation is too large to fit in the destination register. For   a type 0 interrupt, the 8086 pushes the flag register on the stack, resets IF and TF and pushes the return addresses on the stack. SINGLE STEP INTERRUPT-TYPE 1: The use of single step feature found in some monitor programs and debugger programs. When you tell a system to single step, it will execute one instruction and stop. If they are correct we can tell a system to single step, it will execute one instruction and stop. We can then examine the contents of registers and memory locations. In other words, when in single step mode a system will stop after it executes each instruction and wait for further direction from you. The 8086 trap flag and type 1 interrupt response make it quite easy to implement a single step feature direction. NONMASKABLE INTERRUPT-TYPE 2: The 8086 will automatically do a type 2 interrupt response when it receives a low to high transition on its NMI pin. When it does a type 2 interrupt, the 8086 will push the flags on the stack, reset TF and IF, and push the CS value and the IP value for the next instruction on the stack. It will then get the CS value for the start of the type 2 interrupt service procedure from address 0000AH and the IP value for the start of the procedure from address 00008H. BREAKPOINT INTERRUPT-TYPE 3: The type 3 interrupt is produced by execution of the INT3 instruction. The main use of the type 3 interrupt is to implement a breakpoint function in a system. When we insert a breakpoint, the system executes the instructions up to the breakpoint and then goes to the breakpoint procedure. Unlike the single step which stops execution after each instruction, the breakpoint feature executes all the instructions up to the inserted breakpoint and then stops execution. OVERFLOW INTERRUPT-TYPE4: The 8086 overflow flag will be set if the signed result of an arithmetic operation on two signed numbers is too large to be represented in the destination register or memory location. For example, if you add the 8 bit signed number 01101100 and the 8 bit signed number 010111101, the result will be 10111101. This would be the correct result if we were adding unsigned binary numbers, but it is not the correct signed result. SOFTWARE INTERRUPTS-TYPE O THROUGH 255: The 8086 INT instruction can be used to cause the 8086 to do any one of the 256 possible interrupt types. The desired interrupt type is specified as part of the instruction. The instruction INT32, for example will cause the 8086 to do a type 32 interrupt response. The 8086 will push the flag register on the stack, reset TF and IF, and push the CS and IP values of the next instruction on the stack. INTR INTERRUPTS-TYPES 0 THROUGH 255: The 8086 INTR input allows some external signal to interrupt execution of a program. Unlike the NMI input, however, INTR can be masked so that it cannot cause an interrupt. If the interrupt flag is cleared, then the INTR input is disabled. IF can be cleared at any time with CLEAR instruction. PRIORITY OF 8086 INTERRUPTS: If two or more interrupts occur at the same time   then the highest priority interrupt will be serviced first, and then the next highest priority interrupt will be serviced. As a example suppose that the INTR input is enabled, the 8086 receives an INTR signal during the execution of a divide instruction, and the divide operation produces a divide by zero interrupt. Since the internal interrupts-such as divide error, INT, and INTO have higher priority than INTR the 8086 will do a divide error interrupt response first. Hardware Interrupt Applications: Simple Interrupt Data Input: One of the most common uses of interrupts is to relieve a CPU of the burden of polling. To refresh your memory polling works as follows. The strobe or data ready signal from some external device is connected to an input port line on the microcomputer. The microcomputer uses a program loop to read and test this port line over and over until the data ready signal is found to be asserted. The microcomputer then exits the polling loop and reads in the data from the external device. The disadvantage of polled input or output is that while the microcomputer is polling the strobe or data ready signal, it cannot easily be doing other tasks. I n this case the data ready or strobe signal is connected to an interrupt input on the microcomputer. The microcomputer then goes about doing its other tasks until it is interrupted by a data ready signal from the external device. An interrupt service procedure can read in or send out the desired data in a few microseconds and return execution to the int errupted program. The input and output operation then uses only a small percentage of the microprocessors time. Counting Applications: As a simple example of the use of an interrupt input for counting , suppose that we are using an 8086 to control a printed circuit board making machine in our computerized electronics factory. Further suppose that we want to detect each finished board as it comes out of the machine and to keep a count with the number of boards fed in. This way we can determine if any boards were lost in the machine. To do this count on an interrupt basis, all we have to do is to detect when a board passes out of the machine and send an interrupt signal to an interrupt input on the 8086. The interrupt service procedure for that input can simply increment the board count stored in a named memory location. To detect a board coming out of the machine, we use an infrared LED, a photoresistor and two conditioning gates. The LED is positioned over the track where the boards come out, and the photoresistor is positioned below the track. When no board is between the LED and the photoresistor, the light from t he LED will strike the photoresistor and turn it on. The collector of the photoresistor will then be low, as will the NMI input on the 8086. When a board passes between the LED and photoresistor, the light will not reach the photoresistor and turn it on. The collector of the photoresistor will then be low, as will the NMI input on the 8086. Timing Applications: In this it is shown that how delay loop could be used to set the time between microcomputer operations. In   the example there, we used a delay loop to take in data samples at 1 ms intervals. The obvious disadvantage of a delay loop is that while the microcomputer is stuck in the delay loop, it cannot easily be doing other useful work. In many cases a delay loop would be a waste of the microcomputers valuable time, so we use an interrupt approach. Suppose for example, that in our 8086 controlled printed circuit board making machine we need to check the ph of a solution approximately every 4 min. If we used a delay loop to count off the 4 min, either the 8086 wouldnt be able to do much else or what points in the program to go check the ph. 8254 Software-Programmable Timer/Counter: Because of many tasks that they can be used for in microcomputer systems, programmable timer/counters are very important for you to learn about. As you read through following sections, pay particular attention to the applications of this device in systems and the general procedures for initializing a programmable device such as 8254. Basic 8253 And 8254 Operation: The intel 8253 and 8254 each contain three 16 bit counters which can be programmed to operate in several different modes. The major differences are as follows: 1) The maximum input clock frequency for the 8253 is 2.6 MHz, the maximum clock frequency for the 8254 is 8MHz. 2) The 8254 has a read back feature which allows you to latch the count in all the counters and the status of the counter at any point. The 8253 does not have this read back feature. The big advantage of these counters, however, is that you can load a count in them, start them and stop them with instructions in your program. Such a device is said to be software programmable. 8259a Priority Interrupt Controller: In a small system, for example, we might read ASCII characters in from a keyboard on an interrupt basis; count interrupts from timer to produce a real time clock of second, minutes and hours and detect several emergency or job done conditions on an interrupt basis. Each of these interrupt applications requires a separate interrupt input. If we are working with an 8086 , we have problem here because the 8086 has only two interrupt inputs, NMI and INTR. If we save NMI for a power failure interrupt, this leaves only one input for all the other applications. For applications where we have interrupts from multiple sources, we use an external device called a priority interrupt controller. Software Interrupt Applications: The software interrupt instruction INT N can be used to test any type of interrupt procedure. For example to test a type 64 interrupt procedure without the need for external hardware, we can execute the instruction INT 64. Another important use of software interrupts is to call Basic Input Output System, or BIOS, procedures in an IBM PC-type computer. These procedures in the system ROMS perform specific input or output functions, such as reading a character from the keyboard, writing some characters to the CRT, or reading some information from a disk. To call one of these procedures, you load any required parameters in some specified registers and execute an INT N instruction. N in this case is the interrupt type which vectors to the desired procedure. Suppose that, as part of an assembly language program that you are writing to run on an IBM PC type computer, you want to send some characters to the printer. The header for the INT 17H procedure from the IBM PC BIOS listing. The DX, AH, and AL registers are used to pass the required parameters to the procedure. The procedure is used for two different operations: initializing the printer port and sending a character to the printer. The operation performe d by the procedure is determined by the number passed to the procedure in the AH register. AH=1 means initialize the printer port, AH=0 means print the characters in AL, and AH=2 means read the printer status and returned in AH. If an attempt to print a character was not successful for some reason, such as the printer not being turned on, not being selected, or being busy, 01 is returned in AH. The main advantage of calling procedures with software interrupts is that you dont need to worry about the absolute address where the procedure actually resides or about trying to link the procedure into your program. So at last every microcomputer system uses a variety of interrupts and this is all about 8086 interrupts and applications. Conclusion: Microprocessors are computers built on single IC. There can be more ICs also used for this. Most microprocessors allow normal program execution to be interrupted by some external signal or by a special instruction in the program. In response to an interrupt the microprocessor stops executing its current program and calls a procedure which sevices the interrupt. An IRET instruction at the end of the interrupt service procedure returns execution to the interrupted program. An 8086 interrupt can come from any one of three sources. One source is an external signal applied to the non-maskable interrupt (NMI) input pin or to the interrupt input pin. An interrupt caused by a signal  Ã‚   applied to one of these inputs is referred to as a hardware interrupt. A second source of an interrupt is execution of the interrupt instruction. This is referred to as a   software interrupt. The third source of an interrupt is some error condition produced in the 8086 by the execution of an instructio n. An example of this is the divide by zero interrupt. If you attempt to divide an operand by zero, the 8086 will automatically interrupt the currently executing program. At the end of each instruction cycle, the 8086 checks to see if any interrupts have been requested. One of the most common uses of interrupts is to relieve a CPU of the burden of polling. To refresh your memory polling works as follows. The strobe or data ready signal from some external device is connected to an input port line on the microcomputer. The microcomputer uses a program loop to read and test this port line over and over until the data ready signal is found to be asserted. The software interrupt instruction INT N can be used to test any type of interrupt procedure. For example to test a type 64 interrupt procedure without the need for external hardware, we can execute the instruction INT 64. So at last we conclude that every microcomputer system uses a variety of interrupts and this is all about 8086 int errupts and applications. References: 1) DOUGLAS V.HALL, â€Å"microprocessors and interfacing† TaMcGRaw-Hill edition 2) www.wikipedia.com 3) www.google.com

The Truth To A Ballad :: essays research papers

The Truth to a Ballad   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"At her Redeemer’s throne she’ll stand, And she’ll be cured of woe, And He her bloodied hands will wash, And she’ll be white as snow† (15). This quote concludes the beautifully written ballad located in the first chapter of Margaret Atwood’s Alias Grace. By summarizing the events leading up to the murders, the murders themselves, and the ensuing trial, the poem presents the reader with what appears to be a foreshadowing of things to come. However, though the ballad reflects many of the novel’s events, there are several differences which contradict Grace’s narration.   Ã‚  Ã‚  Ã‚  Ã‚  The poetic verse and the story told by Grace contain numerous similarities. As the ballad states at the beginning, Grace says she was sixteen years old when the murders at the house of Thomas Kinnear occurred; James McDermott worked as a stable hand, and Grace was the serving maid. Also alike is the poem’s description of Nancy as a â€Å"no well-born lady†¦.who goes in satin and silk, The finest ever seen† (11). When first meeting Nancy, Grace wonders why â€Å"a housekeeper would be wanting a dress like that,† (200) immediately noticing Nancy is dressed rather well considering her occupation. When the murders take place in the novel, James strikes Nancy on the head with an axe and throws her into the cellar where she eventually died with an unborn baby in her womb. This event was depicted in the poem, as was the scene where James and Grace steal valuables from Mr. Kinnear’s house and fled across the lake to the Lewiston Hotel in t he United States. As the ballad progresses, the two are later arrested at which point Grace states she does not remember seeing the murders take place. Also similar, is James’ declaration of Grace being the one who lead him on, and if not for her the murders would have never happened. When the poem explains how Jamie Walsh marked Grace a murderer at the trial, yet she was given a life sentence while James was hung and dissected at the University, Grace’s tale is reflected perfectly. The ballad concludes with Grace receiving forgiveness and entering a life of paradise. This appears apparent at the end of the novel as Grace is pardoned, and then fulfills her â€Å"apple skin prophecy† of marrying a man with a first name beginning with ‘J.’ Though the above events are comparable to the story Grace tells, the ballad contains several discrepancies as well.

Why are comics less educational than literary novels? Essay -- Educati

Why are comics less educational than literary novels? Differing from long narrative of simply text, comics have visual representation existing through the creative, yet simple messages. Through the visuals, comics expose the ethnic representations of shared collective perceptions, memories, and emotions. Maus I is a true account of the author’s father as a Holocaust survivor, Vladek Spiegelman, and his experiences as a young Jew in Aushwitz. Maus II is about Vladek Spiegelman recounting his own history to his son, Art, of his past relationships, friends, and tragic events he experienced and witnessed. As the reader delves into the relationship of the father and son, the reader begins to realize what the message his father tries to reach across and for his own knowledge only. People most often would think that the use of images would soften the realizations and accounts of events of Holocaust, but in reality the animated visuals greatly amplify the emotions and memories more. I n both Maus I and Maus II, the comic panels of drawn images of memories, which are much more horrifying and true to life, than the real photographs of that time in the Holocaust show that the visuals comprising the comic books have advantages in many aspects of ethnic representation. The use of animals in the comic amplifies the tragedy much more than using real life characters of humans. Maus recounts the history of Auschwitz through detailed drawings and mostly the same size comic panels with small sentences rather than a full novel. The use of images portrays a different emotion in the reader; the reader must do more close reading in order to compare and contrast the images to the text. Art Spiegelman uses animals instead of humans to make it more readab... ...force. To remove the symbol of swastika entirely or replace it with another symbol would completely disorient the reader. Therefore, Spiegelman uses the swastika to remind the reader that while the events may be unfamiliar, the novel is still a narrative about the devastating events of the Holocaust. In understanding Maus, the reader must take into account the fact that all works of literature are affected by the social and cultural contexts of its author. Spiegelman proves the point that â€Å"a picture is worth a million words† with his visuals through ethnic representation, which speak louder than the text, and contributes greatly for reader to engage and do close reading. In Maus, the use of frame stories in comic panels helped to establish both the personal and the historical context of ethnic representation by providing educational awareness to younger readers. Why are comics less educational than literary novels? Essay -- Educati Why are comics less educational than literary novels? Differing from long narrative of simply text, comics have visual representation existing through the creative, yet simple messages. Through the visuals, comics expose the ethnic representations of shared collective perceptions, memories, and emotions. Maus I is a true account of the author’s father as a Holocaust survivor, Vladek Spiegelman, and his experiences as a young Jew in Aushwitz. Maus II is about Vladek Spiegelman recounting his own history to his son, Art, of his past relationships, friends, and tragic events he experienced and witnessed. As the reader delves into the relationship of the father and son, the reader begins to realize what the message his father tries to reach across and for his own knowledge only. People most often would think that the use of images would soften the realizations and accounts of events of Holocaust, but in reality the animated visuals greatly amplify the emotions and memories more. I n both Maus I and Maus II, the comic panels of drawn images of memories, which are much more horrifying and true to life, than the real photographs of that time in the Holocaust show that the visuals comprising the comic books have advantages in many aspects of ethnic representation. The use of animals in the comic amplifies the tragedy much more than using real life characters of humans. Maus recounts the history of Auschwitz through detailed drawings and mostly the same size comic panels with small sentences rather than a full novel. The use of images portrays a different emotion in the reader; the reader must do more close reading in order to compare and contrast the images to the text. Art Spiegelman uses animals instead of humans to make it more readab... ...force. To remove the symbol of swastika entirely or replace it with another symbol would completely disorient the reader. Therefore, Spiegelman uses the swastika to remind the reader that while the events may be unfamiliar, the novel is still a narrative about the devastating events of the Holocaust. In understanding Maus, the reader must take into account the fact that all works of literature are affected by the social and cultural contexts of its author. Spiegelman proves the point that â€Å"a picture is worth a million words† with his visuals through ethnic representation, which speak louder than the text, and contributes greatly for reader to engage and do close reading. In Maus, the use of frame stories in comic panels helped to establish both the personal and the historical context of ethnic representation by providing educational awareness to younger readers.

Redbull Marketing Communications Essay

Redbull Marketing Communications Digital Campaigns Clarisonic launched a campaign in October 2010, Breast Cancer Awareness Month, in which the company promised to donate 1$ for every new like they received on their facebook fan page. Clarisonic used Facebook advertising, email blasts, twitter, youtube and even their own blog â€Å"Sonic Chatter† to spread the word about their new ‘like’ campaign. Clarisonic objectives included adding a thriving social media section to Clarisonic’s traditional cause marketing for nonprofit. Furthermore, Clarisonic wanted to increase awareness of their brand and products, as well as increase awareness of their Facebook page. Another objective, which was the most direct objective, was to raise money for â€Å"Look Good†¦Feel Better. † Attaching their name to this cause also allowed them to increase sales for their specialized products like Pink Clarisonic, which also benefits the â€Å"Look Good†¦Feel Better† charity. Clarisonic also aimed at marketing beyond their typical target audience of women in their late 20s-50s. Some limitations that were faced was that it was only a two month project and although it attracted a lot of views, interactions, and new Facebook fans, they would have to constantly engage the new fans that were outside their target market, who may not be interested in their actual products being sold. Partnering with â€Å"Look Good†¦Feel Better† was a perfect fit for this campaign because both companies focused on transmitting a message of empowerment. Redbull: On October 14, 2012 the world witnessed a breathtaking experiment; Red Bull Stratos. It took viewers to the edge of space and it was all organized by a private organization, Red Bull. The Red Bull Stratos mission was a record breaking event, one which saw Felix Baumgartner free fall from more than 23 miles above the earth, breaking a free falling world record while becoming the biggest digital live event on record. It reignited a yearning for the extreme, and created a distinct association with what was Extreme and Redbull. The objectives of Redbull marketers was to reach a lot of people, to excite them, give them something to talk about and look forward to and then to directly relate this â€Å"coolness† to drinking their product. They wanted to break world records, not only in the actual freefalling aspect but the hype around the event. This hype could then be translated hopefully in an increase of brand awareness and in turn, an in crease in sales for Redbull. Clarisonic: Clarisonic targeted current consumers of their product by advertising about the campaign on their blog, which users of their product read, as well as non users by making the campaign goal not just relevant for women or those that are in their 20s, 30s. The campaign therefore targeted a much broader audience, those that frequent charity events and support a good cause, not simply women in the beauty care sector. By making their campaign about much more than a physical beauty care product but something that benefits the greater cause, they were able to target men and women of all ages who support cancer organizations and link this support of a good cause with their brand. Redbull: The audience that was targeted in the Redbull campaign was extreme sport enthusiasts as well as the entire world that would also be excited to watch a world record breaking event. The target audience was broad and expanded past extreme sport enthusiasts which most of Redbulls marketing targets. Clarisonic: Clarisonic campaign was extremely ethical as it raises awareness of a certain cancer fund, donates money to the fund, and through these actions is able to also increase awareness of their brand and better their image. Had most of this money not gone to a cancer organization, and just gone to supporting the brand, perhaps it would be less ethical. Redbull: One could argue that the risk involved in this campaign was too much to be considered an ethical campaign for Redbull. Yes, it attracted a lot of new consumers and created record-breaking brand awareness but it was at the risk of being at the cost of a human life, which is unethical. Clarisonic: They were extremely successful in one of their main objectives, which was to raise money for the Look Good†¦Feel Better cancer organization seeing as they raised $1 million dollars and increased awareness of this great organization. â€Å"Likes† as well as interaction on their Facebook page continued to grow even after the two month campaign and n 2010 alone, their selling of their â€Å"Hope† Mia skincare brush more than doubled compared the previous year. Clearly no one can know for sure if it was directly because of the â€Å"like† campaign but it is safe to say that the increased awareness did contribute to an increase in sales of Clarisonic products. The like campaigne increased Clarisonics fan page by 80 percent. Redbull: Without a doubt Redbull achieved its objectives of showi ng the world something that has never done before and reemphasizing their brand motto â€Å" Redbull gives you wings. This event had a huge brand impact on Redbull. Not only did this campaign beat records and was unprecedented scientifically, it was also beating records in a brand marketing perspective. 1,000,000 distinct user accounts were involved in the conversation regarding RedBull Stratos with a suggested audience of this content being up to 90,000,000. 2,000,000 new accounts were subscribed for Red Bull updates within a span of 15 days surrounding the event, these updates included all brand presences in the digital world. These represent engaged consumers that could possibly one day turn into paying consumers of RedBull. Most campaigns, much like Clarisonic are dominated mostly by likes or â€Å"neutral commentary† yet Red Bull Stratos had unmatched positivity and meaningful interaction from people around the world; more specifically 820,000 pieces of extremely positive content was created in regards to Redbull Stratos. 50,000 distinct links were shared about Red Bull Stratos. More than 8 million concurrent live streams of the Redbull Stratus jump on YouTube was had which was the largest in Youtube’s history. This kind of huge reach transcends RedBull Stratos and reaches Red Bull branding in almost ever single comment or interaction, which till this campaign and to this extent was unheard of. According to Vocus, sales of Redbull increased by 55% in the first few months following the campaign so already here we can see that not only did this boost brand awareness and image, it had a direct impact on offline consumer behavior. Clarisonic was always tied to cancer awareness funds in the past, their product line, Pink Clarisonic previously donated some proceeds to the Feel good, look better fund so this new â€Å"like† campaign wasn’t a trigger of some outside market force, it was more an expansion of what was already underway internally in their brand image and concept of empowerment. Furthermore Breast Cancer awareness month was also somewhat of a trigger to tie their brand with this month awareness. Clarisonic competitors are low priced beauty products such as Olay Pro X which did not stray from their traditional marketing ways despite the success of Clarisonics like campaign. Personally, I would make this marketing communication campaign longer than two months, allowing the attention that Clarisonic was receiving to be exploited further. I would also allow fans that mentioned Clarisonic on twitter to receive small samples of new products Clarisonic has, thereby engaging target consumers with the actual product at hand. Timing of this campaign was definetly in Clarisonics Favor. Breast cancer awareness month is a time where many want to donate themselves to the cause and this like campaign allowed them to do so effortlessly and without their own money, simply their participation in a brand they may not have been aware of. Connecting themselves with Breast Cancer Awareness month also lends greatly to a better image for Clarisonic. Twitter did not participate greatly in this campaign other than to advertise for the campaign on facebook. Salespeople were not utilized in this champagne either which also could have further helped promote their products as well as their like digital campaign. Redbull: Redbull was always tagged with an idea of extreme sports, they sponsored athletes, had their own extreme sport web episodes, and could be found at most sporting events. Therefore, the fact that this was the company that decided to do something so extreme and create so much digital hype around this event was definetly no surprise considering past records of RedBull. It was not triggered by stunts pulled by their competitors. The Redbull Stratos was able to reach millions more than their usual marketing antics. I would not recommend a thing to the Redbull Stratos campaign, I think everything they did digitally to boost this campaign was genius. The message was simple; Redbull gives you wings and with a record-breaking free fall, they proved this. Millions will always associate the feeling of â€Å"cool† and â€Å"extreme† with drinking RedBull, and that in my opinion, can only be done by indirect selling of their drinks. No commercial or online campaign could create such brand association by simply telling consumers how cool their drink is.

Mammal classified

All living creatures are classified by a seven-level system.   The top level is kingdom, followed by phylum, and then class.   In this particular case, the system is animalia, chordata, and the mammalia, or mammals.   Mammals are animals which are warm-blooded, have fur, and live young.   They are classified further into 3 subclasses and then into 26 orders.   Mammals make up a significant portion of the visible species on earth, and include humans and all house pets. The first subclass is called Eutheria.   In includes these orders: Artiodactyla (deer, camels, pigs, cows, sheep, etc.), Carnivora (cats, bears, etc.), Cetacea (whales, dolphins), Chiroptera (bats), Insectivora (hedgehogs, moles, shrews), Lagomorpha (rabbits, hares), Perissodactyla (horses, rhinos, tapirs), Primates (apes, monkeys, lemurs, people), Proboscidea (elephants, etc.), Rodentia (rats, etc.), Sirenia (sea cows, manatees), Tubulidentata (aardvarks), and more (www.enchantedlearning.com).   These are the most familiar mammals to people, and it is also the largest subclass.   Other subclasses are Metatheria (marsupials) and Protheria. Each order contains a number of different animals, which are all similar to each other in certain ways.   For example, â€Å"artiodactlya† contains animals that have an even number of toes, while â€Å"perissodactyla† contains animals that have an odd number of toes.   Both classes are similar, in that they both have large animals.   â€Å"Primates† is possibly the most familiar class, and it contains humans and monkeys, which are very similar, in having body hair and opposable thumbs. Classifying mammals allows scientists to understand the features of the different groups.   While all mammals reproduce sexually and have live young, the gestational periods are different in different classes.   Knowing the differences helps to understand the different animals that scientists and people encounter. Mammal classifications are very helpful in understanding the similarities and differences between types of animals.   It helps scientists to understand and order the world around them, and is a useful and necessary system.