The Impeachment of President Bill Clinton

The Impeachment of President Bill Clinton Bill Clinton was the 42nd President of The United States of America. He was known for his 1993 Economic Plan, which cut taxes on 15 million low-income families and made tax cuts available to 90 percent of small businesses, while raising taxes on just 1. 2 percent of the wealthiest taxpayers. On the contrary, he also was known for his scandal with Monica Lewinsky. One may ask themselves, was the impeachment of President Bill Clinton completely necessary from the cause of action of the Lewinsky Scandal? Having an affair with a 22 year old un-paid intern is unprofessional and crude.Not only was this immoral, but also when in trial for the scandal, President Clinton denied having sexual relations with Lewinsky. He was now committing acts of perjury. Clinton also influenced witnesses of his trail to vogue for him in front of the court of law. Though Lewinsky could have been lying about being touched by President Clinton, there is a lot of hard evi dence supporting otherwise. The acts that President Bill Clinton bestowed upon Monica Lewinsky were immoral. Monica Lewinsky was hired to work was an intern at the White House during Clinton's first term.During this time she had allegory formed a relationship with him, which was later proved true after a 21-day senate trail. In 1991 Paula Corbin Jones, a former Arkansas state worker claimed President Clinton had confronted her sexually when he was serving as governor of Arkansas. She later filed a sexual harassment lawsuit on the president; which was followed by a federal court hearing. In President Clinton’s testimony, he denied having any type of affair with Lewinsky. Lewinsky also denied to having such a relationship. President Clinton and Lewinsky both claimed to be strictly co-workers and nothing more.Kenneth Starr came forward with compelling information regarding the Lewinsky Scandal. Starr had telephone conversations recorded by Linda Tripp, in which Lewinsky describe d her association with the president. Hillary Clinton claimed that a â€Å"vast right-wing conspiracy† was trying to put an end to her husband, while Republicans and conservatives described him as immoral and a liar. As a President of The United States of America one is expected to be professional and honest. The actions that President Clinton commits not appropriate, though, people are simply human, when in position of power here is a time when situations like this are completely and utterly unacceptable.Impeachment was in order to prevent President Clinton from continuing on his presidency after being guilty of adultery and perjury. President Clinton was under oath when he denied having sexual relations with Lewinsky. Clinton was acquitted by the Senate on February 12, 1999. Clinton denied telling his aides actual lies about the nature of his relationship with Lewinsky, even though secretaries reported that he told them that he did not have sex in any form specifically incl uding oral sex with Lewinsky. Article I states that Clinton lied to the grand jury about ‘his corrupt efforts to influence the testimony of witnesses’† (An Analysis 1) Clinton's secretaries, who had no reason to lie about it, reported that he denied having sexual relations with Lewinsky. He lied and hoped that these men would repeat these lies, as well as their attacks on the honor of OIC. Clinton had committed two acts of perjury. The first was Perjury #1A: Undefined Sex. Paula Jones' lawyers asked whether Clinton had had a â€Å"sexual affair† with Lewinsky. He answered no.His lawyers argue that Clinton believes â€Å"sexual affair† means â€Å"sexual intercourse. † However, to its true definition it is. So, Clinton’s testimony was a lie. The second act was Perjury #1B: Defined Sex. Paula Jones' lawyers handed Clinton a now famous definition of â€Å"sexual relations† â€Å"contact with the genitalia, anus, groin, breast, inne r thigh, or buttocks of a person with intent to arouse or gratify the sexual desire of any person† and asked whether he'd had these sorts of relations with Lewinsky. Clinton answered no. Kenneth Starr asked Clinton the same question before a grand jury, and again Clinton answered no.Clinton's lawyers point out that â€Å"this narrow definition did not include certain physical acts. † This, of course, is an indirect way of saying that it doesn't include oral sex. What about Lewinsky's claim that Clinton touched her breasts? Clinton's lawyers admit that if Lewinsky is correct then Clinton perjured himself. The day after Clinton's deposition in the Jones Case, he discussed his relationship with Lewinsky to his personal secretary, Betty Currie. According to Currie's testimony, Clinton said, among other things, â€Å"We ere never really alone,† â€Å"You could see and hear everything,† â€Å"Monica came on to me and I never touched her, right? † and â₠¬Å"She wanted to have sex with me and I can't do that. † These statements could easily be seen as an attempt to make sure any future testimony by Currie squared with Clinton's. In Clinton’s testimony in the Jones case, Clinton made several references to Currie as Lewinsky’s close friend, almost alluring the lawyers for Jones to depose her. This suggests that in his conversation with Currie the next day he was focused on preparing her to testify falsely, should she be added to the deposition list in the Jones case.It is also possible that Clinton had a second conversation along the lines of his first after he learned that the OIC was investigating his possible perjury in his Jones deposition. Betty Currie visited Lewinsky's home and collected gifts given to her by the President, which she then stored under her bed in her own home. It seems likely that Currie would not have taken this action without Clinton asking her to do so. If he did, it would be an attempt to avoid having the gifts obtained by the OIC through an order it could be seen as an attempt to hide evidence.

The Door You Willing to Shut

Stephen King provides us with his own vocabulary as well as methods for isolating one’s mind and unlocking it to its utmost potential. His blueprint for writing involves isolation from mundane life, from thinking too rationally or dogmatically in order to get in touch with our creative side. Using the terms â€Å"the room†, â€Å"the door† and â€Å"the determination to shut the door† he maps out an environment, which helps him concentrate on his writing.Stephen points out that usually we need to find a comfortable place to write (in his case-his home). The next step is to get rid of all distractions (the shutting of the door) and then to set a certain goal, as well as to make sure that it is quite attainable. King believes, based on his own experience that the hardest part about writing is just to begin the task, writing â€Å"one word at a time†; once it starts its not overly difficult to maintain the flow of ideas and their transfer on paper.Pers onally I find the environment of a small cozy cafe preferable to that of my home in terms of shutting the door to various distractions that King talks about. The room and the determination to shut the door are more important to me when I write, then the door itself. When I write in a cafe, I do not control the environment—the door — that is, I cannot shut it entirely, but I can control my focus on my work, in King’s own words it’s called the determination to shut the door.I’m not sure if I would be able to write to Metallica or AC/DC as King apparently can, but music in general if it is soothing, would not distract me. Just like King, I find the hardest thing is to begin, once I get going I do not feel distracted by my surrounding environment, I can focus and be completely absorbed by the writing task, creating a piece â€Å"one word at a time†.

The Research on Effects of substance abuse on prisoners in Austin, Assignment

The Research on Effects of substance abuse on prisoners in Austin, Texas - Assignment Example The rate of substance abuse in prisons has increased leading to detrimental health effects and even death in extreme cases. Since substance abuse is not a new concept in the prisons, there is need for close attention to avert negative effects. The study focuses on impacts of substance abuse to prisoners and the society. A major focus was on establishing reasons behind the high incidences of substance abuse in the correctional facilities. Through the study, negative impacts of substance abuse on prisoners and the community as well as other stakeholders would be determined. The effectiveness of mechanisms put in place to treat substance abuse and rehabilitate victims is examined. This would help in identification of loopholes, which result in negative outcomes. Introduction There has been a steady rise of substance abuse in prisons in Austin, Texas. Substance abuse is the harmful and use of substances for purposes of altering the normal mental state of an individual. Although treatment and other mechanisms have effected to address the issue of substance abuse, little progress has been made. There are a number of factors associated with substance abuse in prisons with correlation observed between crime and substance abuse. A study of factors that lead to the rising trend of substance abuse would go a long way in helping minimize effects and evaluate the involvement of other stakeholders (Ireland et al., 2010). Stakeholders and interest groups Stakeholders involved in the substance abuse can be used to achieve maximum outcomes even with the limited resources. The center that deals with substance abuse outlines stakeholders and their role in managing substance abuse in prisons as well as their relationship to the treatment process. There should enhanced collaborative efforts and partnerships between key stakeholders. The system of criminal justice and substance abuse management community can and should work together for the common good of everyone involved (Neubauer , 2011). The possible contribution from major stakeholders can be immense and may lead to highly desirable outcomes. The center for substance abuse treatment, divides stakeholders into five primary categories. First, there are community stakeholders who include the public, the media, victims, legislators, businesses and community organizations. Second, are those stakeholders associated with offenders in one way or another? They include the offender, employers, family members, and providers of social services. The third set of stakeholders is those found within the system of criminal justice and they include prosecutors, police officers, and judges, attorneys for the defense, as well as parole and probation officers. Fourth are the stakeholders within the system of public health who include providers of mental health services as well as healthcare organizations. The fifth category is for stakeholders within the system of alcohol and other substance treatment. All the stakeholders con tribute significantly to management of substance abuse in prisons which would lead to the common good of everyone involved. The enhanced collaboration and partnership among all stakeholders would result in higher probabilities of ex-offenders succeeding in the streets and communities that are safer for everyone. Products of such cooperation and collaborations focus on coming up with a comprehensive system to promoting,

Athabasca Pass Canadian National Historic Site Paper Research

Athabasca Pass Canadian National Historic Site - Research Paper Example The British Columbia side of the site is provincial crown land administered by the British Columbia Ministry of Forests† ("Athabasca pass national," ). Athabasca mean â€Å"where the reeds are† in Cree which is the description of the delta where Athabasca river enters into Athabasca lake. Apart from the exotic beauty that Athabasca Pass embraces, the site holds archaeological remains that include artifacts relating to the fur trade from the nineteenth century. The historical geographical importance of Athabasca pass relates to it being a link between the east and the west. The natives of this area have always used this land as a transportation route. Between 1811 and 1850, Athabaska Pass was an important trade route for fur. David Thompson first searched for this route in order to get around the barrier mounted by the Piegan Indians at Howse Pass. Until the mid 1850’s; both the British and American barters used this route for their commercial activities due to its strategic location on the Continental divide. Later on due to certain conflicts between the British and American traders, Hudson’s Bay Company which was a pioneer in the fur trade industry withdrew from the profession. This incident rendered the Athabasca Pass idle. However, later on in 1848, a new mail service emerged which started using this route. This new mail service used to bring mail from New York to Panama by steamboats and then transported these mails to t he Oregon Coast by another boat. This path made the mail service quite efficient. In 1855, the mail service suspended their use of this route, after which the pass was used occasionally. George Simpson, Governor of the Hudsons Bay Company, named the pond at the top of the pass as "Committees Punch Bowl" in 1824. In 1826, Botanist Thomas Drummond studied the diverse flora and fauna of this region for the first time. Later in 1827, a Scottish botanist named â€Å"David Douglas

Poof Essay Example | Topics and Well Written Essays - 750 words

Poof - Essay Example First, it is evident that the play depicts men as traditionally violent and dictatorial especially against their wives and members of the female gender. Nottage depicts this from the first scene of the play with the violent shouting from Samuel commanding his wife to disappear. In this case, it is evident that the play depicts Samuel as a traditional man who abuses his wife all through despite the seriousness of what he identifies as mistakes. The traditional role of women doing everything for their men is evident whereby Samuel expects his wife to do all her chores and he cannot even engage in simple tasks such as picking up the shirts he will wear the following day (Nottage, n.d.). in doing this, Nottage appears to advance the traditional role of women as being ‘helpers’ to their husbands with their husbands playing a superior role than women, even in a society whereby women are increasingly competing with their male counterparts in various fields that were previously deemed as a forte for their male counterparts. Revisiting Loureen’s reaction following the disappearance of Samuel, it is evident that the play associates women with the traditional roles of child caring and housekeeping as the primary functions that women should play in a relationship, and most importantly in a marriage. Loureen tells her husband that he promised to be good once he came back and asks him to come back so that the two could sit down and iron out their issues. She thinks that she is responsible for the disappearance of her husband despite cursing him at the beginning of the play, which is indication that she has accepted her traditional female role, which is a theme that Nottage advances throughout the play. To some extent, the play appears to support the traditional aspect of women accepting to undergo abuse by their husband while accepting blame for situations that they did not have control over the outcome. In this case, women appear to be submissive to their husbands. The character of Florence, who is Loureen’s upstairs neighbor, further advances the traditional role of women as being dutiful to their husbands and being subordinates to their husbands. Her first expression after hearing of the purported murder was a feeling of pure illusion since she could not imagine that a woman had the capacity to confront their husband leave alone committing murder and killing their husbands. In this case, Nottage identifies women as traditionally powerless to their male counterparts with wives not given a chance to confront their husbands and express their emotions while disagreeing with the behavior of their husbands. In

Human wk8 Essay Example | Topics and Well Written Essays - 1250 words

Human wk8 - Essay Example Reeve (2009) states that identity plays a part in what people want to present to the world. How one perceived themselves, and how they will cope with a situation is self-efficacy. This becomes a motivating factor in situations where one has to deal with different situations. As an example, in my case, when dealing with difficulties in my life, I was able to overcome them because I could draw on my past experience. My self-esteem helped me "hang in there" when times were tough and this also helped in my developing an inner strength. I understand that how I have lived my life has given an opportunity for me to understand my inner strength. An individual is motivated to change when they are strong in themselves. Agency, the aspect of the self that provides the intrinsic motivation, is built as people go through life experience. Reeve (2009) states that this intrinsic motivation is what drives the individual. In order for change to occur, an individual must have something that will push them to it. This can be a death, a divorce or other traumatic situation, or the individual can move forward because there is something that motivates them to do so, such as a need to make more money or to develop different aspects of their lives. References Reeve. J. (2009). Understanding motivation and emotion (5th ed.). CA: Wiley. Assignment 3 My final project will discuss the education of teens in Liberia with an emphasis on female teens. The project will also discuss some of the history of education and what teens need in terms of education. As I continue my research, I wonder how these children will be motivated to change their lives. When thinking about self-efficacy theory, it is important to understand how social issues deal with this theory. The new president of Liberia has made the education of female children a priority. In order to understand the reason one has to look deeper into what has happened for these teens. Many girls have had to fight in their civil war. Other g irls have also been victims of rape, abuse and other criminal activity against them. The challenge for many children in this type of situation is to overcome these situations. Many will go to counseling and this may be something that would need to be factored into part of their education. When looking at behavior change for these children I think that they must first have an intrinsic need to change. This would come from a deep understanding that they could move out of any negative situation. According to Johnson (2004), behavior change comes when a situation happens that creates a feeling inside an individual that moves them forward. When I look at my own teenagers, I undersand that they do not change their behavior until they find a need to change their behavior. As an example, my girls used to fight between them until one of my girls felt they were hurting the other one's feelings. When this hit home for them, they began to get a long better. My children understand that there are other ways to work out their differences. When I think about the teenagers in Liberia, I understand that there needs to be a reason for them to change. The challenge may be that they have not had the experiences to move them to behavior change. However, through education, they may find a reason. The knowledge of self-efficacy theory will help me become more motivated to help teens in whatever country I decide to teach in. In order to motivate myself, I have an intrinsic

Marketing report Research Paper Example | Topics and Well Written Essays - 1750 words

Marketing report - Research Paper Example The company sells its products to more than two hundred countries. According to Abdul et.al (2012, p. 7-9), Pepsi holds an approximately thirty six percent of the total U.S snack food market and approximately twenty five percent of the U.S beverage industry. Today, Pepsi Company is a great contributor to the American economy and has employed over 200,000 people in America and more than 300,000 people worldwide. Over the years, Pepsi Company has not only worn global awards for having the best brands worldwide and being among the best global corporations but also awards for green production and sustainable development (Kendra et. al, 2010, p. 1-2). Pepsi Company is not only known all over the world for its products and strong brands but also for being a low cost leader (Kendra et. al, 2010, p. 1-2). Pepsi Company has also made history with its strong advertising strategies. In the 1960s, the most known Pepsi slogan was ‘nickel nickel’. This Slogan largely helped the company penetrate further into new emerging markets of the world during the time. Such slogans and others such as ‘Be Sociable have a Pepsi’ and ‘Refreshing without filling’ that followed thereafter have helped the company establish the today’s brand image that is long-lasting (Kendra et. al, 2010, p.2). Pepsi’s frequent change of the advertising slogans over the centuries has helped the company adequately capitalize on the changing environments and stay relevant to its customer (Kahn et.al, 1998, p. 384-390). Nevertheless, Pepsi Company fails to have a bigger market presence as compared to other major rivals suc h as the Coca Cola Company (Biswas and Sen, 1999, p. 1701-1708). The company also faces a threat of competition from new emerging firms in the food industry. Despite these weaknesses and threats, Pepsi Company the potential of growing further in the emerging economies of the world. The birth of the

How has the Supreme Court evolved over its history Essay

How has the Supreme Court evolved over its history - Essay Example Supreme Court as it has introduced into practice the concept of judicial review and granted authority to determine the constitutionality of legislative acts and executive orders. The Supreme Court established that a federal law is more important than a state law. Its decisions have become one of the causes of the American Civil War, abolition of racial segregation and legalization of abortion. According to the U.S. Constitution â€Å"the judicial power of the United States, shall be vested in one supreme Court, and in such inferior Courts as the Congress may from time to time ordain and establish†. This and many other provisions are included in Article 3, which alone contains the list of duties and prerogatives of the Supreme Court. This organ of the federal government was not touched in any of the twenty-five Amendments adopted in 1791-1971. The functions of the Supreme Court were specified in the Constitution very sketchy while the rights and functions of the legislative power, exercised by Congress, and executive power, exercised by the President, are very clear. The Supreme Court took on the role of the higher national arbitrator during the 19th century. It was vested with the authority to affirm, check for errors or even annul not only the decisions of the lower federal courts but also the decisions of the federal, state and municipal authorities. The U.S. Constitution does not detail how many justices should be in the Supreme Court, leaving it to the discretion of Congress. Initially, it decided to appoint six justices. Subsequently, the composition of the court consisted of 10 justices but it sometimes happened that their number was reduced to five. Typically, precise number of justices was defined just to ensure the effective work of the court. Now nine justices are appointed; one of them is the Chief Justice. All of them, in principle, are irremovable and can remain in office for life

Eagle's Nest Hotels Case Study - Detailed Implementation Plan Essay

Eagle's Nest Hotels Case Study - Detailed Implementation Plan - Essay Example Some special arrangements need to be made to meet the requirements of the government policy and to fix that an additional cost of US $30 million is required. The original budget was $125 million but that has been reduced to US $75 million. This reduction in our budget is all across the portfolio. How it will affect the operations, let’s take a closure look. Here at our Eagle Nest operations department we have to act accordingly to cope with this challenge. Our plan of action includes budgeting (cost reduction) in the following. The building rented will be hosting a room quantity 120-150 commercial Target Date Even though we are starting the business in January but our target is July to capture the mass tourists market. When they will be coming to visit the Amsterdam Metropolitan in crowds. So we have ample time to get things fully running. Our key areas to focus on are 1) Food production, products purchase technology, menu card planning, supply and consumption control, and occ upational hygiene. 2) Food and Beverage Service (rendering services to clients, wines and beverages purchase, meeting visitors, orders fulfillment) 3) Housekeeping 4) Front office operations (reception and accommodation of visitors and further service rendering). 5) Interior Product description It is a modern fashionable motel in the heart of Amsterdam Metropolitan. ... Key risks and mitigation The key risk that we face is the competition. We don’t need to worry about the reputation or the brand loyalty. There are many huge hotel giants already operating there. Our original budget of $125 million was sufficient to compete with them. But now the budget has been rescheduled. We were aiming for advertisement at a grand level but the budget being reduced has forced us to rethink on that strategy. We will spend very little on TV advertisement. We are taking the route via the internet. Impact on operations Department Just like the other departments, the impact on the operations department will be quite severe. We will be forced to cut down on cost. In terms of percentage, it will be round about 40% of our total original budget. The biggest challenge is to cope with the legal requirements as those cannot be avoided. We are looking for very efficient plans in cost reduction. As we simply cannot compete in such a high profile area such as the Amsterda m Metropolitan without having our arsenal filled with the top quality armoury. Time plan The operations procedure will commence as soon as we get the contract for having the building on rent. Starting with the interior of the hotel. Furniture, china, linen, Kitchen ware, furniture are the major things to get our motel running. Given the area of Amsterdam Metropolitan, we are expecting a very high competition. The key thing to keep in mind is that we cannot start with the state of the art interior and the building outlook. Probably it is very much noticeable at this stage that the budget getting reduced by 40% is very favourable for us. People in the metropolitan area of Amsterdam prefer the culture of that place. Our target guests will include a major percentage of

Week 2 discussion 1 Assignment Example | Topics and Well Written Essays - 750 words

Week 2 discussion 1 - Assignment Example Fixed incomes are also invested in the forms of bonds, where investors are paid a set rate of interest on their principal over a given period of time (Farris, Neil, Phillip and Reibstein, 2010). Depending on the period of investment, fixed income has been used for both short term and long term investment and also as important methodologies for maintaining portfolio risks (Kane and Marcus, 2011). Once this is done, the major concentration of investors is on currency shocks, when bond investments are made in foreign currency. Given how diverse the business environment that exists in Kuwait is, diversification is something that is very possible for investors. This is because there are as many investment avenues as possible that investors who prefer diversification may look into. In all cases, there are two major options. The first is for those who want to undertake cross-sectional diversification, where they engage in investments in two different asset areas (Khan, 2013). There also exists longitudinal diversification, where investors may choose different forms of investments in the same asset area. In comparing the use of equity to fixed income, it would be noted that those engaged in equity have more opportunity to longitudinal diversification as compared to those engaged in the use of fixed income. This is because with those engaged in equity, there continues to be impressive performances of companies on the stock exchange that command investor confidence and making diversification strategies optionall y abundant. Money market may not be considered as totally missing in Kuwait but its popularity is very minimal, less preferred and relatively unpopular. This is not because the money market does not have the needed potential to guarantee return on investment, as money market is noted to be one of the safest liquid investments (Kotler, 2006). Money market is rather not popular in the country because of its short term nature. In the country, most investors have been

Titration Lab Essay Example for Free

Titration Lab Essay The equivalence point is characterized by a sharp change of pH which can be followed with a pHmeter. A graph of pH versus concentration will indicate the molar equivalence at the inflexion point of the curve. The point observed experimentally is never exactly the molar equivalence but a â€Å"best estimate† and is given the name â€Å"end point†. It is easier and cheaper to identify the end point with an indicator instead a pHmeter. Some chemicals such as phenolphthalein will change color when the pH changes sharply between two given values called the indicator’s range. The range of phenolphthalein is 8. 3 to 10. 0. The shape of a pH curve varies widely with the type of reactants and needs to be taken into account when choosing an indicator. We will titrate a strong base (NaOH) of unknown concentration with a strong acid (HCl). The objective is to find the purity of NaOH pellets. The pellets are close to purity but not 100 % because NaOH is very hydrophilic and the pellets are likely to be slightly hydrated. The procedure: The first part of the laboratory experiment will be the preparation of the reactants and the choice of an indicator. You will need to prepare the analyte, a solution of NaOH, of a chosen concentration and volume and prepare a solution of HCl, the titrant, accordingly. Accordingly means that the end point should be reached after the delivery of manageable volume. If a 50. ml burette is used the volume to be delivered should be between 15. ml and 40 ml. The chosen concentration of NaOH means the concentration of NaOH that you would obtain if the tablets were pure, with the understanding the objective of the titration is to give you a more accurate measurement that you will use to calculate the purity of the tablet. Acid-base chemistry tells us that the reaction between the hydronium and hydroxide ions is extensive and that the pH of the equivalence point should be close to 7. You will design a titration procedure indicating the reactants, the equipment, the data to be collected and the calculations. You will then proceed with two or three measurements depending on the precision of the first two. Your report will review the chemical background, present the data and the result and justify in your error analysis the number of significant figures of your reported concentration. The average of the trial is 24. 3 mL. The molarity of NaOH was found by using the M1V1 = M2V2 equation, resulting in 1. 1 M of NaOH. Discussion In the Titrations Lab, 50. 0 mL of 0. M HCl and appropriate amount of NaOH were titrated to find  the molarity of NaOH and the pH of the solution after x mL of NaOH has been added. The lab discussed the difference between equivalence point, the point at which the reaction between titrant and unknown is complete, and the endpoint, the point where the indicator turns color. The color change occurs when the concentration of more dominant form is ten times as great as the less dominant. However, color changes in a solution does not necessarily equal to the equivalence point. Equivalence point can be found by observing the indicator, or using a pH meter and finding midpoint of vertical line in the titration curve. Endpoints can be found by observing the color change of the indicator. The titration lab also involved indicators. Indicators are substances which undergoes a color change in the pH interval of the equivalence point, allowing physical observation of pH change. Most indicators are weak acids, so protons shift from acid to conjugate base. The concentrations of indicators in a solution do not change molarity value.

Examine the Hindu views on arranged marriages Essay Example for Free

Examine the Hindu views on arranged marriages Essay To what extent can Hindu arranged marriages survive in a multi cultural society In this essay I will examine the Hindu views on arranged marriages and how they are surviving in s multi cultural society. I shall use secondary research to back up what I mention within this essay. An arranged marriage is a marriage in which neither the bride nor the groom has a say over the selection of their future spouses. However, in an arranged marriage, both parties give full consent to the marriage. Arranged marriages have been proven to be successful. Arranged marriages have been a traditional aspect of family life in Hinduism. According to Hinduism, a marriage between two people is seen to be a holy relationship, that is just not limited to this one life, but extends across seven or more lives during which, the couple will help each other grow as people and progress spiritually. Two souls come together and marry because their karmas are intertwined and they have to resolve many things together upon earth in order to ensure their mutual salvation. In Hinduism, man and woman represent the two halves of the divine body. There is no question of superiority or inferiority between them. When parents are in search for a partner for their child, they firstly look at the religion, language and caste. These are very important factors that most parents do not overlook for arranged marriages. In India, parents feel that a girl can be a potential wife at the age of eighteen and parents get worried if she remains unmarried past twenty four or twenty five. It is acceptable for a boy to remain unmarried till his late 20s, but after that questions are asked about his appropriateness as a husband. This does not necessarily apply to a growing urban middle class population. Once the families have agreed on their childrens marriage they consult a family priest or an astrologer to fix the wedding date according to their astrological charts and thereafter invitations are sent to family and friends. The Hindu marriage ceremony entails several functions before the big day. However the wedding day itself has many religious rituals which need to be followed and is a custom for all Hindus. Firstly there is the Panigrahana; this ritual is carried out by the brides father, where he would offer the hand of the bride to the groom. The next ritual is the exchanging of the vows with fire as the witness. A Havankund or fire is lit and the priest recites the relevant hymns from the scriptures. Each time the bride and groom go around the fire they exchange vows. The next ritual is the Saptapadi; at the end of the ceremony the couple take seven steps together; each step represents strivings for their married life. The first step is taken for God and the growing of their spiritual progress together, the others are for health, wealth, strength, children and happiness. The seventh step represents life long friendship between husband and wife. The other key feature of a Hindu marriage, which everyone is familiar with, is the marking of the brides forehead with red powder called kumkum. This merely shows the females status. Love marriages are on the increase in Britain, but there is still a lot of doubt about them amongst the elder generation. Love marriages within the same caste and financial background are favoured, compared to inter-caste and inter-religious marriages. Couples who dare cross the social conventions have to cope with a lot of social pressure within their families and outside. These problems are more acute in the rural areas compared to the urban areas and metropolitan cities. Much depends upon the family background. If parents are educated and enlightened on both sides, things would be easier for the children, who get involved in unconventional relationships. I would say one of the evils of Hindu arranged marriages in India especially is the ever- present dowry system. The amount of dowry can be a very substantial amount, even in dollar terms, depending upon the financial status of the parties involved. Sometimes greedy mother-in-laws and husbands subject the poor brides to innumerable hardships for not meeting their expectations in respect of the dowry. Cases of bride burning are not unknown. Indian penal code prescribes severe punishment for such acts. But the cases take years and decades before the courts deliver justice. Many Indian families who have settled outside of India still uphold the tradition of arranged marriage. Being part of two cultures can be hard. Young people born in Britain but from an Indian family can find this particularly difficult if their modern western lifestyles clash with their parents hopes and wishes.2 Many young Indian people living in Britain know that one day they will agree to an arranged marriage. To deny their parents this would be a sign of deep disrespect. Many families are able to discuss the issue and reach compromises that are suitable for everyone. For example insist that you are happy to meet with prospective partners but that you must like your match. Family, friends and relatives will be informed once they have decided to go ahead and soon meetings will be organised. They will be matched according to their education and experience, a suitable caste, or social class associated with the Hindu religion. Many non Hindus have a huge misconception about arranged marriages. It is important to make a clear distinction between arranged marriages that are consensual and marriages that are arranged without the consent of the individuals involved. These are sometimes called forced marriages and are against the law in this country. However in rural parts of India this idea about forced marriages still takes place even today. Although Western societies tend to ridicule arranged marriages as backward and uncivilized and old fashioned, there are positive aspects. For example, Westerners focus more on the physical aspect of relationships, and are thus obsessed with love, sex, and beauty. As a result, people get married based on these factors and then get let down by one another very easily. The divorce rate in Western countries such as the U.S. has increased rapidly. 50% of American marriages end in divorce1. In contrast, Eastern cultures that practice arranged marriages place far more emphasis on the practical, such as integrity, diligence, ambition, modesty, and kindness. People get married based on practical reasons, and work on building affection later. Strong characteristics like the ones described above are very favourable to building love and affection in Eastern marriages. As a result, these marriages are much longer-lasting than many Western marriages. It is because the primary emphasis is not on love, sex, and physical beauty that arranged marriages are usually so successful, because the spouses get to know one another on a practical level first, looking beyond trivial issues such as beauty. I know it can go both ways, there are many arranged marriages that are just total hell, and there are marriages that started out based only on infatuation and grew stronger as time passed. But I think as long as one looks for the right characteristics in a potential spouse, then, arranged marriage can definitely work. People within the western civilisation are mistaken by the term arranged marriages. Arranged doesnt necessarily mean fixed. Arranged marriages it encompasses a lot of different varieties: the harshest arranged marriages are almost forced upon the bride or groom while the most liberal ones start with just an introduction of the couple through their parents and the rest is up to the couple. If they feel they are compatible then they would go ahead with the marriage. If they decided not to get married they would remain friends. I feel that within Britain today, Hindu parents have become liberal with their children dating and seeing each other. Parents are now influencing their children to look for someone within University get to know them for at least a couple of years and then decide on whether they are right for you. I think if the parents know about the son or daughters partner and they are Hindu, have a good family background and most importantly are educated then the parents would definitely agree to the marriage. In fact, the advantages and drawbacks of arranged marriages cannot be so easily appraised. The incidence of divorce among Indian-born British/Americans is dramatically lower than among British/Americans generally, but that partly reflects the continuing disgrace of divorce. Even as the divorce rate among Indian British/Americans appears to be increasing, the topic is rarely discussed. Divorce reflects poorly on an Indian family, and some proportion of arranged marriages endures not because they are successful or rewarding, but because leaving them would bring such shame. In addition, the concept of a woman living independently is foreign to most people in South Asian culture. Also, a majority of women dont work in rural areas of South Asian countries and hence find it difficult to have enough money to support them without getting married or after getting divorced. And many endure because the definition of success differs from Western ideas. Traditional Indians dont expect a partner to be that improbable combination of soul mate/confidante/red-hot lover/best friend. The husband-wife bond is one of reliability and dependability and complementary family roles raising children, caring for elders, explains Karen Leonard, author of The South Asian Americans and a University of California-Irvine anthropologist. They may communicate very little in intimate ways, and its still a good marriage.3. The custom of arranged marriages in India has survived migration and modernization remaining central to the fabric of society. However 95% of all marriages in India are arranged, even among those in the educated middle class. Many Indians challenge that arranged marriages are more successful than marriages in the West, particularly given the latters staggering divorce rates. Romantic love does not necessarily lead to a good marriage, and often fails once the passion dissolves, they argue. With most unions between individuals from the same background, the arranged marriage reflects and reinforces the social, economic, geographic and historical diversity of India itself. More like a continent than a country, India is made up of 14 states, with as many languages, thousands of dialects, three major religions, hundreds of sub-religions, an outlawed but still practiced caste system amongst Hindus. The Hindu religion, strongly intertwined in the concept of duty, order that parents are responsible for providing their childrens education and marriage. Once married, their sons take over the running of the household and provide for their parents for the rest of their lives. The arranged marriage has adjusted to modernization. Prospective grooms were once not even allowed to see the photograph of their prospective brides so as to protect an unmarried womans purity, her most valuable asset. By the 1930/40s, such as in my grandmothers marriage, the couple exchanged photographs, in order to decide if they liked each other. Today couples, depending on how liberal their parents are, have a coffee or meal on their own either at home, or in a restaurant, before deciding to commit. Middle-class women are allowed to reject suitors favoured by their parents. Engagements can now last six months. Western concepts of love triumphing over tradition can be seen in popular Indian films. However, many Indian women in the diaspora are in change. Freedom comes with a price. Some women, after having ended several long term relationships, find themselves in their late 30s alone, with one foot in either world and judged by both. It goes without saying that no marriage, not even an arranged one, is accustomed from basic incompatibility or abuse. But the arranged marriage does have its advantages. Living with the extended family, daughters traditionally live with their in-laws including brothers-in-law and their wives and children which means a free staff of child minders. Apart from the economic savings of a family home, shocks such as a death or the loss of a job can be absorbed. The system cares for elderly parents and grandparents who are generally isolated in Western societies. Also, because the arranged marriage tends to be a union of two families of strong moral and cultural values provides checks and balances against areas that may splinter it, such as unfaithfulness. Most people tend to equate Hindu marriage with arranged marriage. The parents in order to meet this domestic obligation prepare themselves mentally and, more importantly, financially when their child reaches marriageable age. They search for a suitable partner keeping in mind the community rules regarding cast, creed, birth chart, and financial and social status of the family. Traditionally it is the girls parents that bear the cost of the wedding and to jumpstart their daughters married life they shower her with gifts and ornaments to take to her in-laws. Unfortunately, this has aggravated peoples greed end in the many evils of dowry system. In the end, the discussion of arranged and love marriages comes down to which is better? Obviously, the one that leads to more successful marriages. Supporters of arranged marriages claim that it is more successful, but their definition of success focuses on divorce rates. But are divorce rates really a measure of a successful marriage? Do all the couples that dont get divorced stay happy with each other? The occurrence of divorce in society depends on a lot of factors including the stigma of divorce. It should be a matter of great concern that we have begun to ignore the ancient and lofty ideals of Hindu marriage and are anxious to follow in the footsteps of cultures that do not value these ideals. No wonder, the number of divorce suits filed by Hindu couples is on the rise. Instead of strengthening the traditional ideals, which for thousands of years have helped us prevent marriage and family break-ups, we are misdirecting our energies towards promoting the ideal of sense-enjoyment and self-interest. In my opinion it is still not too late to be proactive to protect the sanctity of Hindu marriage. 1: http://www.religioustolerance.org/chr_dira.htm 2: http://www.youthinformation.com/infopage.asp?snID=805 3: http://lair.xent.com/pipermail/fork/2003-March/018427.html Words 2,582 (not including Bibliography)

Database Design And Development For Veterinary Surgery Computer Science Essay

Database Design And Development For Veterinary Surgery Computer Science Essay Petcare is a medium sized veterinary surgery with six branches across London. There is the entity relationship model of the data held by Petcare. Petcare want a database system developed to handle the records of the animals they care for, prescriptions and appointments. According to an initial analysis of Petcare, the entities include owner, animal, breed, animal type, appointment, veterinary doctor, branch, prescription, drug and drug type. Owner and Animal is One to Many Relationship All animals have an owner. Breed and Animal is One to Many Relationship Animals are defined by particular breed. Animal Type and Breed is One to Many Relationship Animals are defined by type (dog, cat, rabbit, etc) and also by particular breed Animal and Appointment is One to Many Relationship (Optional) The appointments for each animal are based upon the owner request. Veterinary doctor and Appointment is One to Many Relationship (Optional) The appointments for each Veterinary doctor are based upon the diagnosis made and the charge made. Branch and Veterinary doctor is One to Many Relationship Appointments are at particular branches of Petcare. Appointment and Prescription is One to Many Relationship (Optional) The outcome of the appointment might be have a prescription or more than one prescription. Prescription and Drug is One to Many Relationship (Optional) The outcome of the appointment might be a prescription with one or more drugs on it Drug Type and Drug is One to Many Relationship The drug must be taken for, based upon the drug type of prescription. Entity -relationship modeling database modeling methods used to produce the type of conceptual schema, or semantic data model, system, often a relational database and its requirements for top-down fashion. Entity-relationship models are used in the first phase of information system for clarify the types of information. And it is necessary to be stored in a database at the stage of requirements analysis. Animal Appointment Prescription Owner Veterinary doctor Drug Type Drug Animal Breed Animal Type Branch Definition of Optionality and Cardinality Symbols at the ends of the relationship lines indicate the optionality and the cardinality of each relationship. Optionality expresses whether the relationship is optional or mandatory. Cardinality expresses the maximum number of relationships. As a relationship line is followed from an entity to another, near the related entity two symbols will appear. The first of those is the optionality indicator. A circle ( â„ ¢ ) indicates that the relationship is optional-the minimum number of relationships between each instance of the first entity and instances of the related entity is zero. One can think of the circle as a zero, or a letter O for optional. A stroke ( | ) indicates that the relationship is mandatory-the minimum number of relationships between each instance of the first entity and instances of the related entity is one. The second symbol indicates cardinality. A stroke ( | ) indicates that the maximum number of relationships is one. A crows-foot ( ) indicates that many such relationships between instances of the related entities might exist. Task 2 Table is a data (value), is the model of the vertical columns (which identifies the name) and the horizontal lines. A specified number of columns in the table, it may be any number of rows. Each row to identify the subset of the values in the column, which has been identified as a candidate key. Table in another term relationship, although there is the difference that a table is usually a multi-set (bag) as a series, and does not allow copies. In addition, the actual data rows, the panels are generally associated with some other meta-data, such as restrictions on the table or the values in columns. Primary key: Primary key is a field / combination of fields. It is uniquely identify a record in the table, so each tag can be placed without any confusion. Primary key is the field (s) (primary key can be made up of more than one field). It is uniquely identifies each record, such as the primary key is unique to each record and the value will never be duplicated in the same table. A constraint is a rule that defines what data are valid for the area. So the primary key constraint is the rule which says that the primary key field can not be empty and can not contain duplicate data. Database systems always have more than one table, and these are usually related in any way. For example, a customer table and an Order table relate to each other on a unique customer number. The customer table will always be a record for per customer, and the Order table has a record for each order Foreign keys: A foreign key (sometimes referred to as the reference key) is a key for link two tables together. you will have a primary key field from one table and paste it into another table, which becomes the foreign key (the primary key in the original table). Foreign key constraints that the data in the foreign keys must be consistent with the primary key of the table are linked. This is called reference integrity is to ensure that data entered is correct and is not unique Owner Table Animal Table Owner Name Animal Name Owner ID Animal ID Owner Address *Animal Type Owner Home Telephone Number *Animal Breed Owner Mobile Telephone Number Animal Sex Animal Age Appointment Table Appointment Number Animal Type Table Appointment ID Animal Type ID *Animal Dog *Owner Cat *Veterinary Doctor Rabbit *Branch Appointment Time and Date Animal Breed Table Appointment Diagnosis Made Animal Breed ID Appointment Charge Made Outcome Prescription Table Prescription ID *Drug Type Veterinary doctor Table Prescription Period Veterinary Doctor ID Prescription In Days Veterinary Doctor Name The drug must be taken for Veterinary Doctor Address The cost of the medication Veterinary Doctor Home Telephone Number Drug Table Veterinary Doctor Moblie Telephone Number Drug ID *Branch Drug Names *Specialise Drug Type Table Branch Table Drug Type ID Branch Name Drug Type Names Branch ID Branch Address Branch Telephone Number Branch Opening Hours Branch Emergency Contact Telephone Number In Owner Table Primary key Owner ID In Appointment Table Primary key Appointment ID Foreign keys *Animal *Owner *Veterinary Doctor *Branch In Veterinary doctor Table Primary key Veterinary Doctor ID Foreign keys *Branch *Specialise In Branch Table Primary key Branch ID In Animal Table Primary key Animal ID Foreign keys *Animal Type *Animal Breed In Animal Type Table Primary key Animal Type ID In Animal Breed Table Primary key Animal Breed ID In Prescription Table Primary key Prescription ID Foreign keys * Drug Type In Drug Table Primary key Drug ID Drug Type Table Primary key Drug Type ID Task 3 Tables of Data Hold by Petcare MS Access is chosen to set up the tables of data hold by Petcare . Owner Table Appointment Table Veterinary doctor Table Branch Table Animal Table Animal Type Table Animal Breed Table Drug Table Drug Type Table Normalization is a set of rules .It can be used to modify the way data is stored in tables. Normalize the process of converting complex data structures into sample, stable data structures. It is the process of efficiently organizing data in a database. The advantage of the normalization process is to reduce data redundant and ensure data dependencies make sense. Normalization has the following steps: Gathering data, choosing a key, converting to first normal form, converting to second normal form, converting to third normal form, BCNF, 4NF, 5NF and domain-Key NF. 5NF and DKNF are not particularly applicable in database design. Normalization is a bottom up approach to database design, The designer interviews users and collects documents reports etc. The data on a report can be listed and then normalized to produce the required tables and attributes. 1NF This is the basic level of normalization, and it generally corresponds to the definition of any database, namely: It contains 2D tables with rows and columns. Each column corresponds to a sub-object or an attribute of the object represented by the all entire table. Each row represents a unique instance of that sub-object or attribute and must be different to some way from any other row. All entries in all columns must be of the same kind. 2NF -Second normal form (2NF). At this level of normalization, each column in a table is not to determine of the contents of another column must itself be a function of the other columns in the table 3NF-Third normal form (3NF). In the second normal form, modifications are still possible; it is because a change to one row in a table may affect data that refers to this information from another table. In the third normal form, these tables will be divided into two tables so that product pricing would be tracked separately Task 4 DBMS is a collection of software programs, the organization, storage, management and retrieval of data in a database. DBMS are categorized according to their structures and data types. It is a series of programs that are used to store, update and retrieve a database. The DBMS accepts requests for data from the program and shows the system to the appropriate data. When a DBMS is used, information can be changed much easier than organizing the information requirements change. New types of data may be included in the database, without the existing system. Organizations may be a kind of DBMS for daily business and then in detail on another computer, with another DBMS better suited for random inquiries and analysis. Overall systems design decisions are covered by the data administrators and systems analysts. Detailed database design is supported by the database administrators. Database servers are computers that have the actual database, and run only the software and the associated DBMS. Database servers are usually multiprocessor computers, with generous memory and RAID disk arrays for stable storage. Connected to one or more servers via a high-speed channel, hardware database accelerators are also available in large quantities of transaction processing environments. Database systems can be found in the heart of most database applications. Sometimes database systems to a private multitasking kernel with built-in networking support although nowadays these functions are left to the operating system. A DBMS consists of four parts: modeling language, data structure, database query language, transaction and mechanisms: Components of the DBMS DBMS Engine accepts logical request from the various other DBMS subsystems, converts them into physical equivalent, and in fact to the database and data dictionary as they appear on a single device. Data definition subsystem helps users to create and the data dictionary and the structure of the files in a database. Data manipulation subsystem helps users add, modify and delete information in a database query and for valuable information. Software tools within the data handling subsystem is usually the primary interface between users and the information contained in a database. It allows user to the logical requirements. Application number generation subsystem includes facilities, the user transactions to develop applications. It usually requires that users with a detailed series of tasks to a transaction. IT facilities easy to use input masks, programming languages, interfaces and data management subsystem .* helps users to manage the database environment by providing facilities for backup and recovery, security management, query optimization, concurrency control and change management. Five components of the DBMS DBMS Engine accepts logical request from the various other DBMS subsystems, converts them into physical equivalent, and in fact to the database and data dictionary as they appear on a single device. Data definition subsystem helps users to create and the data dictionary and the structure of the files in a database. Data manipulation subsystem helps users add, modify and delete information in a database query and for valuable information. Software tools within the data handling subsystem is usually the primary interface between users and the information contained in a database. It allows user to the logical requirements. Application number generation subsystem includes facilities, the user transactions to develop applications. It usually requires that users with a detailed series of tasks to a transaction. IT facilities easy to use input masks, programming languages and interfaces. Data Administration Subsystem helps users to manage the database environment by providing facilities for backup and recovery, security management, query optimization, concurrency control and change management. Access has become an industry standard in desktop and database engine is very powerful. Integration with speech recognition capabilities, the data and menus very easy. There are a large number of templates, including the one you can download online, what the creation of new databases very easy. The ability, they can not just be productive quickly, but you can also use things that meet your specific needs. Connectivity options are an advantage Access databases can connect to Excel spreadsheets, ODBC Connections, SQL Server and SharePoint Services sites for the live data. Tables in these sources can be linked and for the preparation of reports. Structured Query Language Structured Query Language (SQL) is a language that the computer database for managing data in relational database management systems (RDBMS). Its scope includes data query and updating of schema creation and modification, data and access control. SQL was one of the first languages for Edgar F. Codd s relational model in his influential paper, A Relational Model of Data for Large Shared Data Banks and was the most widely used language for relational databases. Many-to-Many Relationships A many-to-many relationships we have created a situation in which many companies cases are linked to many other business entities. The only way to resolve this situation and enforce the principle of minimizing redundancy of normalization is to create an intermediary table containing the primary key from the above tables. Creation of multiple connections between two tables would cause the replication of data, which is bad and will interweaving relationships can definitely wreck every good program you have in mind. The solution would be to create a third table, which as a cross-reference table. This cross-table (commonly known as X-REF) is the primary key columns from the previous two tables, and thus we have a relationship, when the X-REF table is a child table with the two parent companies earlier tables. We map the manifold relations of a third relationship in a third table. Therefore, we are opposed to our task of producing two individual one-to-many relationships, that are foreign keys relations with the parent table primary key. Microsoft Access Database Microsoft Access, you can easily create databases, store and present your data in forms and reports. When starting a database can be very simple and trivial, but over time, it may be critical, as you have more data, functions, and even share them with others. It gains a life of its own and the design will be of crucial importance. One of the main architectural designs is splitting the database into a front-end and back-end database. This is the way access has been designed so that you support multi-user databases to significantly simplify and improve how you use over time. Reasons for using a split database architecture Without a separate database architecture, you must update the database with the latest data that people have with each new release. Application number expansions are simplified because they are the front-end database without worrying about changes to the data in the back-end database. Release of new versions and bug fixes will be much easier, since only part of the application must be distributed. Of course, if you change table structures or add / delete / rename the tables, you must apply these changes on the back-end database. Performance can be significantly improved and the network traffic is reduced, if the user has a copy of the front-end database on the desktop instead of from the net every time they use it. Temporary tables can be kept for each user in the front-end database. This avoids collisions between multiple simultaneous users, if they were all equipped with a database. Without sharing a database, multiple users with the same database on the network increases the chance of database corruption. The split database design minimizes the problem and prevents code corruption of data impact of corruption. This simplifies database administration, because the data is centrally stored and backed up and compressed. A single master front-end database application will be copied to each user of the machine, but it is not necessary to. Provides the opportunity to create a database on the size of 2 GB size limitation of access as the front-end database can be found on several back-end databases, if necessary. Sets the stage for migration to SQL Server. If the application needs the functionality of SQL Server, you can use the front-end database to link to data stored in SQL Server. The access is for desktop use, more like a personal database. There can be multiple users in a workgroup in order, the total number of users (usually around 50 or so at a time) is small, however. This means that access is more useful for individual departments or the SMB (small and medium business sectors). Access also has difficulties with databases larger than 2 GB in size, but just to be safe you should limit use to about 1 GB. As you scale up the size, performance is slow (almost to the point of unresponsiveness). Use of multimedia data, even your digital camera photos can eat place very quickly. Until the 2007-version came on, even the way the pictures and other facilities for storage in Access databases to a bloat. Although the investment in Access 2007 takes care of that 2 GB of space could be very fast. Many pointed out that the SQL Server database is a real, as they compete with enterprise-level databases such as Oracle. Another difficulty pointed out by many, as the publication of anything other than static files is a problem with Access. It takes some work to access the data interactively. But you can SharePoint, a significantly large investments. Many believe that the SQL in MS Access is not as robust as the other databases. It is a very widespread belief that access is geared to developers than end users. Microsoft Access is an well organized development environment used to create computer-based databases. It also includes a programming language called Visual Basic For Application (VBA) and various libraries. This language and the libraries are used in a programming environment called Microsoft Visual Basic, which also includes in Microsoft Access. Microsoft Access 2007 is a full-featured database application which users can use it to manage, track and share information from multiple sources. It lets users easily create a user-friendly database for storing business or personal records, such as addresses, business partners and business transactions. Task 5 The use of data base management system When analyzing the Entity Relationship Data Model, it is quite easy to garble roles. We need to be more careful to identify them. When choosing data base management system (DBMS) to set up the normalized tables. There are many DBMS software surrounding the internet, e.g. Oracle, MySQL, Ms Access, ASP, etcà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ In this case, We choose Microsoft Access because it has its own format based on the Access Jet Database Engine. It can import or link easily and directly to any data stored in other Access databases, excel, Share Point lists, text, XML, Outlook, HTML, dBase, Paradox, Lotus 1-2-3, or any ODBC-compliant data container including Microsoft SQL Server, Oracle, MySQL and PostgreSQL. We can use it to develop application Software and non-programmer power users can use it to build simple applications. It also supports some object-oriented techniques but falls short of being a fully object-oriented development tool. Microsoft Access is part of the Microsoft Office suite and is the most popular Windows desktop database application. It is targeted for the information worker market, and is the natural progression for managing data when the need for a relational database arises or after reaching the limits of Microsoft Excel. Object-orientation and databases Both object-oriented programming and relational database management systems (RDBMSs) are extremely common in software today. Since relational databases do not store objects directly (though some RDBMSs have object-oriented features to approximate this), there is a general need to bridge the two worlds. The core of object-relational thinking is the ability to incorporate greater levels of abstraction into data models. This idea represents a major shift in the way that data modelling is done. Current relational databases are usually highly normalized but with little abstraction. Each thing of interest is instantiated as a relational table. As a result, systems frequently require numerous database tables and an equal number of screen modules and reports. The program modules are usually based directly on these tables with user workflow only instantiated through the way that the hundreds of screen modules interact. The object-oriented (OO) approach to data modelling will be something of a change for people familiar with entity relationship modelling. Even though we still end up with tables and relationships at the end of the process, the way to think about the modelling process has to change. Object-relational data models have several advantages over traditional data models: They requir e fewer entities (or classes in object-oriented terminology); They are more robust, in that they will support not only the specific user requirements gathered during the analysis phase, but will also usually support a broader class of requirements; They are more stable in that, as new requirements arise, the models will require fewer changes than traditional models Improvement Data is not information unless it is valued. Information value provides profit or gain only when accessible or used. Accessibility and use, through organized systems, provides competitive advantage. Speed determines the degree of competitive advantage. Computerized database systems are thus, the ultimate method of high-speed information retrieval. It is not difficult to build an organized database system. The difficulty lies in the laborious, mundane task of collecting, categorizing and maintaining the massive amounts of data. Information is not valued unless it is legitimate. It must be valid and true to be worthy of use in decision-making. So, it is critical that all aspects of our system provide quality. To quote statistics based on erroneous data is considered foolish or criminal. The core of object-relational thinking is the ability to incorporate greater levels of abstraction into data models. This idea represents a major shift in the way that data modelling is done. Current relational databases are usually highly normalized but with little abstraction. Each thing of interest is instantiated as a relational table. As a result, systems frequently require numerous database tables and an equal number of screen modules and reports. The program modules are usually based directly on these tables with user workflow only instantiated through the way that the hundreds of screen modules interact. Based on the captioned analysis, we can change the approach to improve the work for setup of database in more effec tive way. There are a several database program applications for development and SQL database is very powerful tool. We can create the tables and query under SQL to setup the relationships of tables for generating the analysis reports. The database security issue is very important to protect the data and ensure that the database systems are secure from unauthorized access. Database security is normally assured by sing the data control mechanisms available under a particular DBMS. Data control comes in two parts: preventing unauthorized access to data, and preventing unauthorized access to the facilities of particular DBMS. Database security will be a task for the Database Administrator normally conducted in collaboration with the organizations security expert. The performance is a relativistic concept. A volume analysis estimates of the maximum and average number of instances per entity. A usage analysis a priorities list of the most important update and retrieval transactions expect ed to impact on the applications data model. For the integrity analysis inherent integrity constraints and most important domain with additional constraints can be specified in an associated data dictionary. The database systems have become so important to organizations that the activity is devoted to planning for, monitoring and administering the systems. We can focus on the planning and managerial activities relevant to database. It is defined the concept of data administration, the scope of the data administration function, relate the costs and benefits of having a data administration functions. It also defines the concept of a data dictionary and considers the issue of database security. The data control is primary function for the database administrator (DBA). The DBA needs to be able to do three main things: Prevent would-be users from logging-on to the database Allocate access to specific parts of the database to specific users

the second great awakening :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚   Many took different steps in the fight for equality. Nat Turner, a religious leader among his fellow slaves, become convinced he had been chosen by God to lead his people to freedom. Leading a revolt, he and five other slaves killed their master and his family. Joined by about sixty other blacks, he led a general revolt. Within days, militiamen suppressed the revolt and Turner was ironically hung in Jerusalem, Virginia.   Ã‚  Ã‚  Ã‚  Ã‚   Many took different steps in the fight for equality. Nat Turner, a religious leader among his fellow slaves, become convinced he had been chosen by God to lead his people to freedom. Leading a revolt, he and five other slaves killed their master and his family. Joined by about sixty other blacks, he led a general revolt. Within days, militiamen suppressed the revolt and Turner was ironically hung in Jerusalem, Virginia.   Ã‚  Ã‚  Ã‚  Ã‚   Many took different steps in the fight for equality. Nat Turner, a religious leader am ong his fellow slaves, become convinced he had been chosen by God to lead his people to freedom. Leading a revolt, he and five other slaves killed their master and his family. Joined by about sixty other blacks, he led a general revolt. Within days, militiamen suppressed the revolt and Turner was ironically hung in Jerusalem, Virginia.   Ã‚  Ã‚  Ã‚  Ã‚   Many took different steps in the fight for equality. Nat Turner, a religious leader among his fellow slaves, become convinced he had been chosen by God to lead his people to freedom. Leading a revolt, he and five other slaves killed their master and his family. Joined by about sixty other blacks, he led a general revolt. Within days, militiamen suppressed the revolt and Turner was ironically hung in Jerusalem, Virginia.

Process Paper How To Get On Th :: essays research papers

Process Paper: How to get on the net The Internet is a very important tool for communicating, learning, and just surfing. To utilize the capabilities of the “Net'; one must have a phone line, a computer with a modem, and an Internet Service Provider (ISP). Computers can usually be found at any electronic store. The store should also have information on how a local ISP can be found. The Internet Service Provider that you find will give you the essential software needed to connect to the Internet. Once the software is successfully installed, make sure a phone line is hooked up with the computer’s modem. You can do this buy running phone wire from the nearest phone jack to the back of your computer. A modem slot can be found in the back of you computer, and it will usually have “Modem'; written above it. Once the phone line is hooked up, you can enter your computer and start up your web browser. Your web browser icon should say “Internet Explorer,'; “Netscape,'; or “The Internet.'; Once you have located the icon, double click it (click twice with the primary mouse button). This should bring up a “Dial-up Networking'; window with “username'; and “password'; spaces. Type in the username and password that your ISP gave you. As soon as all the data is entered, click the “Connect'; button at the bottom of the window. It should take about one minute before a window pops up with a timer telling you how long you have been connected. This is important so if you have a limited number of hours for the month, you can manage your time connected to the Internet. Now that you are connected, it is possible to take advantage of the Internet’s capabilities. You should start off by going to a search engine: yahoo.com, lycos. com, altavista.com, hotbot.com, and many others. You can start these by going to the file menu, clicking open, and then typing in the address (i.e.

The Magic of a Dog :: Personal Narrative Essays

The Magic of a Dog    I knew he was gone the moment I awoke on Christmas morning. While other families somewhere laughed, smiled, and opened presents, I could only stare listlessly at my own presents, and those placed in the shopping bag in the corner, never to be opened. With the death of my beloved golden retriever, Kennedy, a part of me had also died. For Kennedy was no ordinary dog.    I was born with a disability. Although I have done intensive physical therapy since I was small and have made significant improvements over the years, I find it difficult to do some things which most people take for granted. Until I was eleven, I needed a aide at school. I could not go shopping by myself, or stay at home alone for more than a few minutes.    My disability also resulted in social isolation from others my age; many kids and adults were ill at ease around me. Even my friends were involved with activities that I couldn't keep up with, and I was left behind.    It was with the hope of increased self-reliance that I applied for a service dog from Canine Companions for Independence. Canine Companions (CCI) has been training dogs to assist people with disabilities other than blindness since 1975. Obeying about 70 commands, CCI service dogs retrieve dropped items, open doors, turn lights on and off, pull wheelchairs, and more.    After submitting an application to CCI, I was interviewed and scheduled to attend a training class in December, at the regional center near Columbus, Ohio. CCI's rigorous two-week training program is designed to teach dog training and leadership skills while matching each participant with a loving, loyal companion and helper. For the first two days each person works with all the dogs; on the third day everyone receives their Canine Companion. The remainder of the two weeks is spent learning commands and dog handling skills at the training center and in public places, with your new dog.    In this way, Kennedy came into my life. He brought me independence of the kind I had never known before. For the first time, I could move around the school without an aide following me, because he pulled my wheelchair and carried books in his backpack. I could shop at the mall by myself or with friends, and Kennedy would put his paws up on high counters to pay for things I bought.

Southwest Airlines in 2010: Culture, Value, and Operation Practices

Coursework Header Sheet198322-169 | | Course| RESE1031: PPD3 – Thematic Independent St| Course School/Level| BU/UG| Coursework| Essay 1| Assessment Weight| 35. 00%| Tutor| N Stair| Submission Deadline| 14/12/2012| Coursework is receipted on the understanding that it is the student's own work and that it has not, in whole or part, been presented elsewhere for assessment. Where material has been used from other sources it has been properly acknowledged in accordance with the University's Regulations regarding Cheating and Plagiarism. | 000731054 Yezhou Liang Tutor's comments |Grade Awarded___________| For Office Use Only__________| Final Grade_________| Moderation required: yes/no| Tutor______________________| Date _______________| University of Greenwich TIS Essay 1 Advertising Industry Name: Yezhou Liang Tutor’s name: Nola Stair Submission data: 14/12/2012 Contents I. Introduction II. Definition, history of advertising * Definition * History III. Marketing and Advertisi ng * Marketing concept * The concept of Exchange * The concept of branding * The concept of added value IV. Advertising management * History of the advertising management * How advertising works * Method of advertising management V.Advertising strategy * Advertising planning and decision making * Advertising strategy content VI. Conclusion ; Summary VII. Reference Introduction Advertisement can be found everywhere in our daily life, such as at street, at bus station, at Internet, at TV etc. As long as there is business action, advertisement must be used. For example, Apple Company would make a number of advertisements in order to increase the attention before Apple company release new product. Although advertisement pays a significant role in our society, someone might do not recognize the advertising industry. This essay will focus on advertising industry.Advertising industry is a very popular project. Each year many graduate choose advertising industry to work on, and majority of high school students hope to research the project which relate to advertising industry in university. Some Famous stars and directors also take part in the industry. For instance, great director David Lynch made an advertisement for Dior in 2010. Because of a wide range of advertising industry, it is important that the advertising management and strategy. How manage advertising industry, how make a effective strategy, and what is the relationship between the advertising industry and marketing.These three questions are key point which the essays discuss. The first section of this essay will introduce to the definition and history of advertising. Next this essay will separately analyse to aforementioned three questions. The last section will give a short summary and conclusion to this essay. Definition and history of advertising Definition: In the past, there are a great numbers of definitions about advertising. Industry icon Leo Burnett defined it as â€Å"selling corn flakes to peo ple who are eating cheerio† (Bendinger B. 1993 P. 60). U. S president Calvin Coolidge called it â€Å"the life of trade† (Bradley, Daniels and Jones 1960, P. 3), and in a advertising textbook, Daniel starch (1923, P. 5) suggested â€Å"the simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print† A more modern definition can be found in the American Heritage Dictionary (2000) â€Å" the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. † Although many scholars have defined advertising, on comparing most of them, it can be summarized as these key points: broadcast, force and education.According to Printers’ Ink (1963, p. 20), he gives his own opinion to the 3key points â€Å"Advertising is one of the east expected and most productive results of the Constitution. By offering and in formation, advertising has helped to break down class barriers. By educating and persuading, advertising has been a major force in promoting public health. † Indeed, advertising create a new method which is mare fashion, rapid and direct to broadcast some product information, so that audience can easier accept product. Thee successful advertisement of IPhone is a good example.On the other aspect, advertising should take advantage of educate audience, such as antismoking advertising, protect the environment etc. History: Advertising application can be traced back to ancient times, it almost accompanied by the appearance of commodities. Early form of advertising were signs such as huckster, the inn sign, the red-and –white striped barber’s pole, the apothecary’s jar of coloured liquid and the wheel wright’s wheel etc. (Frank J. 1988, P. 1-2) In the ancient Egyptians and Greeks, there were number of huckster to sell slave and livestock by shouting some rhythmic advertisement, but it is doubtful that the ancient Egyptians and Greeks were insensible to the benefits of product promotion. The Romans certainly knew how to make a convincing sales pitch, and early example of advertising were found in the ruins of Pompeii, and the earliest store signboard originated in the ancient city of Pompeii. (Mark T. 2007, P. 10) In modern time, with the development of business, there were a variety of goods in the market. Thus, advertising have been used more and more broad, and advertising took a leap forward.Of course, with the appearance of the printing press and movable type – and invention generally credited to German former goldsmith Johannes Gutenberg in 1447. (Mark T. 2007, P. 10)Theophraste Renaudot, a French doctor, journalist and unlikely adman, created in1631 the first French newspaper to disseminate seeking and offering work, buying and selling goods information, and public announcements of all kinds more widely, which he calle d La Gazette. Thus he became the first French Journalist – and the inventor of the personal advertisement. Mark T. 2007, P. 10-11) In the United Kingdom, the first advertising agent was probably one William Tayler, who opened an office n London’s Warwick Square in 1786. The firm later became known as Tayler ; Newton, and it acted as an advertising sales representative for printers – several of whom had launched newspapers promote their trade. (Mark T. 2007, P. 11) To sum up, advertising have a long history, but the form were old and terrible effective in ancient. Advertising have developed rapidly since the mid – 15th century.At present, there are variety kinds of advertising form, and it has been an important dissemination tool, which become indispensability in our daily life. One of the purposes of advertising is disseminate product information. Therefore, researching the relationship between advertising and marketing is necessary. The following section will analyse what is the connection between both. Marketing and Advertising In modern society, a majority of goods compete to each other in the market, and advertising is undoubtedly the quickest and most effective dissemination form.Whether the goods has a high market share in fierce competition, which depend on successful advertising. Thus, marketing and advertising must have some internal connection. If the market marketing practice is still in development, however, some concept is very important and our knowledge of theses concepts as it is today: exchange, brand value, the marketing concept. All of these concepts have a great impact to advertising and the role of advertising marketing. Let's look briefly at each.Marketing concept: â€Å"Marketing is consumer – oriented, that is, it is planned and implemented to facilitate exchange between the buyer and seller on the basis of identified consumer wants and need. Note that the emphasis in modern marketing is on buyer â₠¬â€œ seller exchange and consumer satisfaction. To induce consumer to engage in exchange, markets develop a marketing mix – a combination of decisions about products price, distribution channels, and promotion. Advertising is an essential part of the promotion element of the marketing mix, which includes sales promotion, public relations, and personal selling. Dean M. K, Leonard N. R, S. Watson D, Arnold M. B, 1989, P. 11). In a word, marketing is seller products to consumers more effectively, and advertising is one of the methods of marketing. The concept of Exchange: â€Å"Marketing helps to create exchange, that is, the act of trading a desired product or service to receive something of value in return. The company makes a product and offers it for sale at a certain price; the customer gives money to the company to buy that product. Money is exchanged for goods. † (William W, Sandra M, John B, 1995, P. 2-33) How to make the customer recognized your products, and the y would like to use the money to buy your product, which depend on successful advertising to promote your product and show the detail of your product. If your advertising could attract customers, your products must popular in the market. So in the market exchange has two meanings, communication is particularly important in the advertising. In other words, people must understand it before they can buy or registered it or to the donation. So marketing is the practice of effective communication in order to be realized their products by customers.The concept of branding: â€Å"Branding is the process of creating a special meaning for a product, one that makes it distinctive in the marketplace and in its product category, just as your name makes you unique in your community. That special meaning, or brand image, is the result of communication, as well as your own personal experiences with the product. † (William W, Sandra M, John B, 1995, P. 33). In generally, customers prefer to buy some famous brand. For that reason, a famous brand is important when customers choose a product that they think necessary such as fashion items, cars, laptops etc.Because people always believe a theory: the more famous goods, the better quality of it. This is â€Å"Famous brand name effect†. A most striking feature of famous brand is that it has a wide influence around the world, and there is no doubt that advertising contribute to broad the influence. For example, Chanel is a famous fashion brand in the world, and Chanel No. 5 perfume is most classical. There have been many super stars to endorse this perfume since it was published in 1921, it include Marilyn Monroe, Nicole Kidman, Brad Pitt etc. they are all super star in at that time. This shows that Chanel Company invests much money to advertising.Thus the successes of Chanel No. 5 depend on advertising. The concept of added value: â€Å"The reason marketing and advertising activities are useful, both to consumers an d to marketers, is that they add value to a product. Added value means a marketing or advertising activity makes the product more valuable useful or appealing. Advertising not only can showcase the product’s value but it also may add value by making the product appear more desirable or more of a status symbol. Providing news and useful information of interest to consumers is another way that advertising adds value. † (William W, Sandra M, John B, 1995, P. 5-36). NIKE is a good example. They have a kind of products in their all products: NBA basketball star product. In NBA, a great number of basketball stars is the NIKE’s spokespeople. According to the star’s characteristic, achievement, and habits, NIKE company design and produce a series of product for the star, the product has a different logo and different technologies to another product, and these are more expensive than the others. One of most famous series is Jordan series, Kobe series and LeBron ser ies. These products have own special logo, such as Jordan series’ logo is an Air Man Michael Jordan.Furthermore, these products are more expensive than ordinary product about 30%. In China, the price of NIKE NBA star series shoes are 1200 Yuan or more, but these ordinary NIKE shoes is no more than 900 Yuan. The more than 300 Yuan gap is added value by advertising. Thus, advertising really can take added value for products. At above statement, the relationship of advertising and marketing was analyzed from the four concepts, and through some examples, it proves the correctness and feasibility of this proposal. Next section, the essay will continually analyze advertising management. Advertising managementAny industries cannot do without management, and advertising will be no exception. Advertising management belongs to the category of economic management. It based on some advertising management laws and some relevant policies to guide, supervise, coordinate and control to the a dvertising industry and advertising activities by the government, advertising industry associations and advertising community supervision. It make the advertising activity to adapt to the economic situation for the advertising industry development, make the advertising industry gradually from disorderly to orderly, from chaos to health.Advertising can play its proper role in this background. Firstly, the essay will shortly introduce to the history of advertising management History of the advertising management: Compared with the production of advertising, advertising management appears to be late so much. At the end of the eighteenth century and the beginning of the 19th century, the industrial revolution was outbroke in Britain, the United States and other west countries, and it led to the rapidly develop of economy. The prosperity of social economy and the development of industry and commerce created a good condition for the emergence of the advertising.However, due to without the right management system, there has been confusion and disorder in the competition of advertising, and it threaten the healthy economic development in some western countries. Therefore, after the 20th century, western governments set out to legislate for advertising and supervise to it. This is the beginning of modern advertising management. How advertising works: In order to better manage advertising, firstly, managers must know how advertising works. Advertising is a form of communication, it provide a variety of product information to consumers. â€Å"However, advertising is not a conversation.Most advertising is not as personal or as interactive as a conversation because it relies on mass communication, which is indirect and complex. † (William W, Sandra M, John B, 1995, P. 99) There is an advertising communication model, it can clearly reflect how to advertising works: Feedback Feedback Noise: Internal Perceived Needs Information Processing Attitudes and opinions Other N oise Noise: Internal Perceived Needs Information Processing Attitudes and opinions Other Noise Noise: External Public opinion Marketing strategy Competition Other noise Noise: External Public opinion Marketing strategy Competition Other noiseReceiver: Consumer reception and response Perceive Understand Feel Connect Believe Act Receiver: Consumer reception and response Perceive Understand Feel Connect Believe Act Media mix: Channels Media mix: Channels Message: Encoding (by agency) Message: Encoding (by agency) Source: Advertiser (Objectives) Source: Advertiser (Objectives) Advertising communication model (William W, Sandra M, John B, 1995, P. 100) According to the figure, it begins with a source which is provided by advertiser. The source information will be encoded a message by professional agency, and put it in some words and pictures.And then, the message is shown through the media mix, such as newspaper, poster, radio, TV etc. Through the media mix decode to the message, the sou rce information will be received to audiences. After that, audience give some feedback to assess the source information to advertiser. Noise is inevitable in the whole process, it includes internal noise and external noise. it can disturb and interrupt the encoding process and decoding process. Thus sometimes the message cannot be received completely by audience. Through analysing to how advertising works, we can deeply understand details of advertising management.Following, the essay will research the method of advertising management. Method of advertising management: Method of advertising management is a means which advertising management personnel perform the administrative functions in order to achieve the management goal. However, there is different method of advertising management in different country. Thus the essay will find a representative case to analyse method of advertising management. Federal Trade Commission (FTC) is an institution which manages all advertising around the United States.Therefore, FTC has own the methods of advertising management, and these method can reduce to 5 key methods. â€Å"They are Substantiation, Affirmative disclosure, Cease—and—desist order, Consent order and Corrective advertising†. (William L. W, Dennis L. M &Michael B. M, 1984). Next the essay will separately analyze the five methods. Substantiation: FTC requires advertiser issued their certificate and provide some evidence for their description in advertising. This method is in order to save the evidence for all advertising, and conveniently provides this evidence to deceptive advertising.After the implementation of the method, a number of advertising had been cancelled because of cannot provide evidence for the false content in their advertising. For example, Borg-warner air conditioner advertising claims that their products are able to release clean and healthy air, but Borg-warner Company cannot provide the evidence for the clean and health y air. Thus their advertising is forbidden by FTC. Affirmative disclosure: FTC require the product which related to the safety and health in the ad, it is necessary to accurately show the characteristics of the product , the advertising also must expose its shortcomings and imitations , that is not only to advertise what the product can do , but also what it cannot do. â€Å"Amway Nutrilite† is a famous health care product in the world. In their products packaging, so many good information could be found on it, such as Nutrient content, function introduction etc. However, a warning also could be seemed: the product cannot replace any medicine. Cease—and—desist order: there is enough evidence to judge that advertising have deceived or misleading, FTC can release â€Å"Cease—and—desist order â€Å". Once the FTC come up with the application of this order to court, orders can be effective immediately.Advertisers can only be signed according to the r equirements, admit the illegal advertisements. Thus, this order can timely cancel the deceptive advertising. It replaces the multifarious legal procedure, and makes the market to keep the normal competition as soon as possible. Consent order: In order to supply a gap which is costing long time to find the evidence, as soon as possible stop to broadcast the false advertising, which the kind of product relate to physical and mental health with people, such as food, medicine and cosmetic.FTC can issued â€Å"Consent Order† in necessity, this judgment not specify why the advertising should be forbidden, and the advertisers also can write the signature to agreed to stop suspected advertising even though he do not admit his fault, . If advertisers continue to publish or broadcast the suspected advertising after he writes the signature, he will pay a great number of fines for it. Corrective advertising: FTC come up with the corrective advertising suggestion to misleading advertising which deeply impressed in consumers’ mind. It is in order to eliminate wrong impression.Although there are different methods of advertising management in the different country, they have the same purpose that they hope advertising industry healthier and healthier in the rapid development by these methods of advertising management. Next part, the essay will discuss advertising strategy. Advertising strategy Advertising strategy is that advertising publisher grasps the advertising decision in the macroscopic. Researching advertising strategy is necessary. Because it can improve the advertising effect, make the enterprise with the lowest costs to achieve the best marketing target.In modern society, market competition becomes more and more fierce, a company or product want to outstanding in the market environment, or beat the competitor in order to ensure development, almost connect with correct using the advertising strategy. A successful advertising strategy always includes an advertising planning and decision making. Following, this essay will analyse advertising planning and decision making. Advertising planning and decision making The major activities of advertising management are planning and decision making.In most instances, the advertising or brand manager will be involved in the development, implementation, and overall management of an advertising plan. A complete advertising plan reflects the results of the planning and decision – making process and the decisions that have been made in a particular product – market situation. (Rajeev B, John G. M, David A. A, 1995, P. 38) There is a figure of framework for advertising planning and decision making. Consumer / Market Analysis Competitive Analysis Consumer / Market Analysis Competitive Analysis Situation Analysis Situation AnalysisRole of Advertising, Sales Force, Price, Promotion, Public Relations Role of Advertising, Sales Force, Price, Promotion, Public Relations Marketing Program Marketing Program The Communications/Persuasion process The Communications/Persuasion process Objectives/Segmentation/Positioning Message Strategy and Tactics Media Strategy and Tactics Objectives/Segmentation/Positioning Message Strategy and Tactics Media Strategy and Tactics Advertising Plan Advertising Plan Facilitating Agencies Social and legal constraints Facilitating Agencies Social and legal constraints Implementation ImplementationFramework for advertising planning and decision making (Rajeev B, John G. M, David A. A, 1995, P. 38) According to the figure, advertising plan include three aspect: Objectives, Message Strategy and Tactics and Media Strategy and Tactics. Every advertisement plan will at least reflect planning, decision-making, and the three main components are connected each one. ‘Objective’ means choose a good target for advertising. Because advertising has wide influence, if the product has some problem, advertiser would have huge trouble. For examp le, in 2008, if you advertised for dairy industry in China, you must go bankrupt.In that time, Chinese dairy industry environment became quite terrible because of poison milk powder. But if you advertised for Olympic product ,you would make considerable money. â€Å"Message strategy and tactic is executional decisions, such as the choice of a spokesperson, the use of humour or fear or other tones, and the selection of particular copy, visuals, and layout. Media strategy concerns decisions on how many media dollars to spend on and advertising campaign; Media tactics comprise the decisions about which specific media or media vehicles to use. (Rajeev B, John G. M, David A. A, 1995, P. 50-51) Thus whether advertising planning and decision making is successful, it depend on the three aspects. Advertising strategy content In generally, the advertising strategy has the following components: 1. Strategic objectives – direct advertising campaign to reach target. 2. Performance strate gy – that is, to select the most effective performance point of view and the way. 3. Trademark strategy. In the advertising, a trademark publicity is often occupies an extremely important position.Because people buy life data, especially consumer goods, often only knowledge trademark. In the rapidly developing society, new advertising strategies are made continually. Modern advertising strategy can be divided into quantity strategy and quality strategy two aspects. The former focuses on the form, and the latter focuses on the content. 1. The quantity strategy: Mainly refers to the number of advertising themes and objectives, how much the screen image and text, advertising appear amount and frequency, etc. 2. Quality strategy: The object of advertising is the consumer.Only to obtain the trust of consumers, advertising is easy to achieve efficiency, honest, objective, and truthful advertising to attract consumers. The five strategies are usually to use in advertising industry. It is so popular in advertising industry, how to use it better is the key of success. Making advertising strategy should be based on the general demand of target market, and should carefully analyse and research products or enterprise information, market details, consumer information, and relevant data of environment.Based on these study and data to make multiple plans, and compare with each other much times. Only in this way, the correct, scientific, creative advertising strategy is able to be made. Conclusion & Summary The emergence of commodity trade has created advertising industry, and with the development of the business, advertising industry has becomes a complex industry, a successful advertising need several industries to cooperate, such as design industry, media industry and business etc. It appears everywhere in our daily life.In the essay, three main questions are analysed: what is the relationship between the marketing and advertising, advertising management and adverti sing strategy. From the analysis to three questions, we can see the development of advertising. Through research the relationship, people know the advertising industry become more and more influent in the marketing. Studying advertising management, citizens recognize that the advertising industry is more regular and healthier. Analysing the advertising strategy, advertising has a clear direction. These are performance of advertising developing.However, advertising industry has some problem in the process of rapid development, such as deceptive advertising. These problems might be solved through the new method of advertising management or new advertising strategy in the future. Advertising is never-ending pursuit to excellence. Just like a famous advertiser said: â€Å"There is no such thing as a permanent advertising success† (Leo Burnett, 1891—1971) In the modern society, there is a rat race in every industry, advertising industry is without exception. How to compete with each other in the industry and what strategies will be used in the competition.Thus advertising compete will be focus in the following essay. Reference: American Heritage Dictionary of the English Language, 4th Ed. (2000), New York: Houghton Mifflin Company. Bendinger, Bruce (1993), Copy Work Shop Work Book, Chicago, IL: The Copy Workshop. Bradley, John P. , Leo F. Daniels, and Thomas C. Jones (1960), The International Dictionary of Thoughts, Chicago, IL: J. G. Ferguson Publishing Co. Dean M. Krugman, Leonard N. Reid, S. Watson Dumn & Arnold M. Barban(1989) Advertising Its Role in Modern Marketing. Florida: Harcourt Brace College Publisher.Mark Tungate(2007) Adland: A Global History of Advertising, London, Kogan Page Limited Rajeev Batra, John G. Myers, David A. Aaker(1995) Advertising management, Upper Saddle River, Prentice Hall. Starch, Daniel (1923), Principles of Advertising, Chicago, IL: A. W. Shaw Company. William L. Wilkie, Dennis L. Mcneill, & Michael B. Mazis(1984) â €˜Marketing’s â€Å"Scarlet Letter†: The Theory and Practice of Corrective Advertising. ’ Journal of Marketing, Vol. 48 11-31 William Wells, Sandra Moriarty, John Burnett (1995) Advertising Principles and practice, Upper Saddle River: Pearson Education.