Scots Law Essay Example | Topics and Well Written Essays - 1500 words

Scots Law - Essay Example When the company delegated a duty to Fergus, which was an expansion program, it did not examine that Fergus would have undergone various challenges. In addition, the company did not consider the potential benefits that would have come out of each customer. According to the tenements act 2004, the company should always have the capacity to cater for relevant costs (Scotland 2004, p.9). These are costs that result out of reasonable transactions or dealings between the company and a second party. This is irrespective of whether the costs were catered for in the initial budget. The first argument is that, as a sales person, Fergus might have been marketing Ikant. This exists in the view that the company bears social responsibility over his customers and the general society. Marketing and advertisement are factors that have been proven to impact immensely over a company’s revenues and expansion. This, thus, makes the extra costs that Fergus incurred probable in the company’s rational planning. Another reason for the extra costs might have been a possible unwillingness by customers to engage in a meaningful interaction with Fergus. This would have necessitated that he uses the meals as a basis for the interaction. In concluding this, if the company incurred expenses, in the period stipulated, then it is bound to pay for the costs. In addition, the company would be held liable for payment if the court regards the nature of relationship between the company and Fergus. Fergus is a supervisor in Ikant and has been appointed temporarily to aid the company in enlarging its business. In this capacity, he performs the functions on behalf of the directors. This is called the law of agency. He is engaged in an employment bond with the company. He is, thus, said to have acted in good intentions for the company. Even, if he had wrong intentions, it would be difficult to prove that he had wrong intent. Furthermore, the work given by the company to Fergus does not am ount to delegation. It is appropriately described as an assignment. The directors did not, therefore, describe Fergus’s role aptly. According to the quantum meruit rule, the company is entitled to pay on the basis that the restaurant has already performed its role (Scottish law commission 2000). Advising Ikant on problem B In our second problem, a complexity arises between the directors and Fergus concerning the Scottish contract law. It is noted that Fergus normally travels to promote Ikant’s products and receive orders. The court can, therefore, easily establish that Fergus has been consistently undertaking this duty for some time. Fergus, consequently, engages the company in a form of contract. Fergus, in this capacity, is deemed able to represent the company in a valid contract. According to the Contract Act of third Parties of 1999, this is recognizable legally (Ashton 2003, p.29). The company law recognizes that companies should still have physical representation despite the arbitrary nature of the board of directors. If the court establishes that Fergus acted in good faith, then the company is bound to the contract. However, according the delegation rule, the directors shall still be responsible for a breach of contract since Fergus is conducting a role that they ought to perform. In addition, company will gain rescission, if only it was stated in the contract. The contract, in this case, must comply with

Environmental Ethics Assignment 2 Essay Example | Topics and Well Written Essays - 1250 words

Environmental Ethics Assignment 2 - Essay Example 111). From this description, the major functions of zoos are to maintain the animal species contained therein for safeguarding, learning, or display to the general community. Therefore, it is from such a definition that the immorality or morality of the issue can be weighed. As such, one of the issues that make zoos be viewed as immorality is the fact that the animals kept there are taken out of their natural habitat. This means that as much as the zoo management may try to replicate the natural environment of any of the species, it never really recreates it in the exact manner especially due to space constraints. This results in the animals being confined in a small area, thereby making it more like a form of imprisonment. Additionally, the care provided at the zoo may not be what the animal actually needs (Lee and Holder 2007, p. 189). There are certain elements of the wild that are never fully met. Despite these drawbacks that tilt zoos towards immorality, the establishments have helped in the study of numerous species. This has been essential in tackling elements such as diseases that may threaten animal existence. From this, therefore, the immorality of zoos, or otherwise, is subject to the perspective from which it is viewed. Tree Huggers is a term that is generally used to refer to individuals who are highly passionate about the environment to the point that they can literally do anything towards its conservation. The term originated from a past where individuals could actually hug trees so that they could prevent them from being cut down. They would achieve this by hugging the tree at precisely the point where the lumberjack’s axe is about to strike (Lee and Holder 2007, p. 267). Since then, the term â€Å"tree hugger† has been used to refer to people who are passionate about the environment. This act of tree hugging culminated into movements aimed at environmental conservation, extending well into the contemporary society. As

Wieden and Kennedy Essay Example for Free

Wieden and Kennedy Essay Chapter 1: The agency and how it fits within the context of the industry W+K Inc. is an independent, full service, creatively driven advertising agency based in Portland, Oregon. W+K was founded by Dan Wieden and David Kennedy in 1998. Upon working together, the duo recognized great similarities in their advertising philosophies and nurtured a strong business relationship that led them into creating their own advertising agency. Since the establishment of W+K on April 1st, 1982, the company has grown to become one of the world’s leading creative agencies with offices in the United States (Portland and New York), Amsterdam, London, Sao Paulo, Tokyo, Shanghai and Delhi. W+K has been built around the founders’ common tendency to break from the status quo advertising with intention of creating a firm and solid relationship between their clients and their customers. The business structure was formed around the ambition to provide an environment where employees would be able to produce their best work, and in turn offer a diversity of talent unparalleled by any other agency. Till this day the company continues to acknowledge and give credit to its staff for the agency’s superb creative reputation, as its shows below of some of their most prestigious and prized awards that have allowed them to propel the agency and therefore becoming a tough competitor to compete with, within the industry. Few factors that sets them apart from their competitors, are show below: The picture on the left shows â€Å"the 2012 Creativity awards report†. You can clearly see that the most successful creativity agency is W+K, Winning the Best Creative director of 2012, the best campaign along with best advertising agency in the world, compared to some of their competitors such as ServicePlan Munich, BBH and BETC EURO RSCG. Furthermore to prove why they are the top competitor within the industry; they’ve recently been voted by ‘ADWEEK’ the â€Å"Agency of the year† and from the picture on the left you can see some of the many awards they’ve won due to their innovative and creative work. What makes W+K so successful compared to other competitors, is arguably a result of the companys arcane understanding of current trends and, as of more recently, digital media such as ‘Social networking’ websites. The agency has latched onto the idea of making advertisements for its major clients that go the distance. For example, More recent success for the agency can be found in their current Old Spice campaign titled, ‘The Man Your Man Could Smell Like,’ which recently won the 2010 Primetime Emmy Award for Outstanding Commercial. This campaign featured former professional football player Isaiah Mustafa to rebrand your grandfathers cologne into a modern mega-b rand beloved by young and middle-aged men alike. Isaiahs swagger and strange but enticing acting captivated the country by means of the agencys knowledge of the digital marketing. The campaign generated more than 94 million views for the brands YouTube spots, over 90,000 additional Twitter followers, and up to 675,000 Facebook fans. Another reason for W+K success is down to the co-founder and global president Dan Wieden attributes that creative consistency to building a culture that’s â€Å"just more fun than you can believe and harder than hell. That generates ideas, great enthusiasm and new ways of looking at old issues.† They hire some of the most talented people from around the world, where they are trained by experienced ad gurus and moulded around the agencies goals, to ensure they come up with the most innovative, unique and outstanding advertising campaigns for their clients. Although they can come-up with the most unique and the most creative ideas; but what they do better than anyone else, according to Ian Armstrong- Honda, is that they: â€Å"Truly ‘understand’ who we are as a client, to a point where they feel more like long-standing Honda employees than an agency. It is wonderful to see them truly immersing themselves in our business, even if that does mean racing cars around the track most of the time!’ – This is the main reason why W+K stands out from the crowd as they have a strong desire to protect the truth in communicating the brand values and objectives, whilst keeping a unique voice in a crowded market. W+K uniqueness in the industry, their success and the reason why they’re the top competitors, can be seen below through the eyes of their clients: Chapter 2: The different roles within the agency: The process of creating a TV ad for Honda The first stage of the process starts when the Client calls and asks to arrange a meeting with the Account management of W+K. The account management of W+K are responsible for getting their clients messages across the public and they act as the main point of contact between the agency and the client. More importantly, Account management will ensure that project are completed on time, and within budget, whilst ensuring they create a sociable and friendly relationship with the clients. The strategic planner will than consult work with the client, to discover what the real business problem is that they’re trying to solve. The planner would also find and draw conclusions from factors such as the consumer wants, needs , behaviours, that are then conducted through exhaustive market research and testing. For example the strategic planner of W+K was given a brief from Honda which was to: With this in mind, the strategic planners must incorporate research from focus groups, survey’s, questionnaires, in order to aid them, in development of the overall advertising strategy. From their in-depth research on Honda they discovered that: Based on the research shown above the planner than concludes by detailing how the goals will be achieved. When the communication brief is created, it would outline and instruct the W+K creative team on where they need to advertise, who they need to be targeting and the message that they want to send. The communication brief states: With the needs understood, the strategic planners of W+K would then travel to the headquarters of Honda, in japan in order to gain insight to what this car manufacturing company is all about and also to help them generate a marketing strategy. With strategy in place and the client’s approval of the strategy, the next step of the process would be providing down all these valuable information about Honda to the creative directors and designers of W+K. Tony Davidson: Executive Creative directorKim Papworth: Executive creative director The main roles of creative directors within W+K, are to be responsible for the overall supervision of the agencies creative products, meaning they will be monitoring progress, discussing ideas and suggesting changes. The directors will than arrange a meeting, where they would be presenting the client’s needs and wants to the design directors and then pass down through to junior designers, in order for them to generate some creative ideas. The creative minds of W+K were than able to turn the â€Å"The power of dreams† and â€Å"telling the truth about Honda† marketing strategy into cleverly thought out campaign called â€Å"Hate something, Change something†. The overall Honda communications strategy is about simply getting the truths of Honda out there. This strategy led them into discovering an interesting truth; the diesel engine from the company that hated diesel engines. During the two years that W+K having been working with Honda, sales have consistently beaten industry expectations and brand tracking has been incredibly satisfying. Thanks to creative minds of W+K, Honda beat brands like Ford, VW, Renault and Toyota. Honda’s voice is now in the public domain, and they’re starting to mean more than small, dull, reliable cars. Most of this was down to a fantastic client and agency team and some inspired creative thinking. But I believe the new ways they’ve invented to integrate strategic and creative thinking made a significant contribution to their success. Chapter 3: The agencies clients and case study of a client and campaign of your choice with critical analysis According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency W+K and a group of Nike employees. Launched in August of 1988, Nikes â€Å"Just Do It† tagline was conceived by W+K. â€Å"Just Do It† is without a doubt one of the most Powerful lines in marketing, which Dan Wieden credits the inspiration for his â€Å"Just Do It† slogan to Gary Gilmores last word, â€Å"Let’s Do it†. â€Å"After stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the ‘90s. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, â€Å"Just Do It† slogan and deified sports figures. Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997.† —Jolie Soloman â€Å"When Nike Goes Cold† Newsweek, March 30, 1998 From the above source you can see that before the creation of the â€Å"Just Do It† Campaign, Nike was losing ground to Reebok and other competitors, therefore something had to be done to get them back on track. With the help of W+K and its â€Å"Just Do it† Campaign and Nike’s strong products, they were able to increase its share of the domestic sport-shoe business from 18 % to 43 %, from $877 million in worldwide sales to $9.2 billion in the t en years between 1988 and 1998. Thanks to the creative mind of W+K Nike were able to gain a stronger brand to expand their market share, command higher prices and generate more revenue than its competitors. The main message behind this campaign is to get everyone urgently too loose weight by either: running miles, joining a sports team and basically not being lazy and being productive in their lives. What Just Do it, means is that they want you to ‘Just do it!’ don’t think twice and don’t have second thoughts start exercising!. The main success of the â€Å"Just Do It† campaign was the timing, when Nike was able to tap into the fitness craze of the 1980’s, by releasing a tough, take-no prisoners ad campaign that practically shamed people into exercising, and more importantly, to exercising in Nikes. They propelled their campaigns by endorsing celebrities such as Michael Jordan, who is considered the best basketball player of his time. Nike were than able to cleverly use the success of Michael Jordan, to create a whole new line of Nike apparel coined, â€Å"Air-Jordan†, which persuaded the customers into believing that his shoes were performance enhancers. In their TV advertisements with the basketball star, there were several instances where at the end of the ad, they concluded, â€Å"It must be the shoes† that makes his success. Along with Jordan’s rise to fame, Nike was able to tap into the spot light. Where ever Jordan succeeded, Nike was close behind offering the swoosh and the healthy saying of â€Å"Just do it.† Celebrity endorsement also helped to forge a relationship with the consumers, whilst also appealing to their sense of belonging and â€Å"hipness†. Nike went on to become a self-fulfilling image prophecy: meaning if you want to be hip, wear Nike; if you are hip, you are probably wearing Nike. The â€Å"Just Do It† campaign was able to turn sweaty, pain-ridden, time-consuming exercise in Nike sneakers into something sexy and exciting. Perhaps most importantly, even those who were not in fact exercising in Nikes (the vast majority) still wanted to own them. By focusing on the aura and image conveyed by the fitness culture, Nike was able to attract those who wanted the image without incurring the pain. Chapter 4: The agency as a Brand and rational for why it fits to you as brand The company’s personality, culture, and style resonate greatly with me; it’s about thinking outside the box, forgetting the rules, and bringing out the best in its team. ‘Thinking outside the box’ is one thing that I try to apply in life, as it allows me to think differently to others, see things from different prospective and not being afraid to try something that seems different. From the in-depth research that I’ve completed, there is a little doubt remaining that W+K has proven itself continuously throughout the past three decades as a leader and bar setting agency in the advertising world across the globe. W+K attention to detail and their commitment to hiring only the best employees comes through strongly in their work. While modern marketing expects an understanding of digital media and popular culture, to truly push the boundaries of what is achievable, a deeper current understanding is needed. As an agency, its collective critical eye into the vortex of technology, commercial art, and all types of media gives Wieden + Kennedy the advantage of foresight into campaign ideas that otherwise would go undiscovered by their competitors. Bibliography/reference Berry, Matt. Making of Honda Diesel Ad. Http://wklondon.com. N.p., 12 Oct. 2009. Web. 13 Dec. 2012. http://wklondon.com/general/about/further-reading/Making-of-the-Honda-Diesel-ad.pdf. Daniel Seijo , (2006), http://www.motorpasion.com/videos-de-coches/otro-precioso-anuncio-de-honda-impossible-dream [ONLINE]. Available at: http://www.motorpasion.com/videos-de-coches/otro-precioso-anuncio-de-honda-impossible-dream [Accessed 13 December 12]. Ed Cotton, (2010), Goodby talks to weiden and kennedy [ONLINE]. Available at:

Read me if you can :: essays research papers

Read Me†¦If You Can†¦   Ã‚  Ã‚  Ã‚  Ã‚  Throughout my life there has been one thing that I have taken for granted everyday. Even now I am taking it for granted. We all are. This thing is not something you can touch or see. It is an ability that sixteen percent of people in the world live without. That is an estimated 1 040 883 228 people as of March 14, 2005. Can you guess what this ability that the other eighty four percent of the people take for granted? Literacy. It has been a problem for society since the starting of languages. Illiteracy, which is defined by the inability to read or write a simple sentence in any language, will continue to haunt the world for many years to come. There are many reasons why there are a billion people in the world not able to read. But I think that the real question is are not the literates taking advantage of the talent. Are they lazy or just don’t care? My most cherished ability is being able to read. I cannot imagine my life not being able to read. So what’s stopping people from reading?   Ã‚  Ã‚  Ã‚  Ã‚  Books have been a major way to express ideas, ways of doing thing and beliefs in the modern world. People have been reading, gaining information, and ideas from books since the Diamond Sutra, which was first published in 868 AD, to the world-renowned book the Da Vinci Code by Dan Brown. Now image that you cannot read these magnificent pieces of work; would you feel left out? Imagine you forgot all the information you ever learned in a book. How much would you know? Imagine how much more you could learn by reading a book once a month? Taking these examples into account do you think that it is fair to leave over a billion people in the world in the dark when it comes to history of countries, inventions and the rest of the information that can be found in books? How would you feel if you were being the one deprived of the world’s accomplishments? All the information in the world is stored in books and other types of literature and the people who do have the pr ivileged of reading don’t even take advantage of this. The literate hold the world’s information, not the illiterate, so do not let this talent go to waste.

Motivation and Learning in Physical Education

Physical Education is undoubtedly important in the total development of the individual pupil. It is beneficial not only in the physical sense but also in the intellectual and emotional aspect of the child. In the physical sense, the child’s physical self-concept is influenced by the results and accomplishments in exercise and sports. Jarmo Liukkonin pointed out that the resulting self-concept â€Å"relies heavily on social comparison process, this means that the reference group and the class environment contribute to the developing self concept† (p 137). In view of the above, this paper intends to provide an overview of the learning situation in the physical education as well as an analysis of the issues in motivational learning in physical education, particularly on how effective are the different approaches to learning and teaching. This paper will also discuss on the application of the different theories about whether or not they are useful in the classroom instruction. At the last part, is a case study of a particular student featuring particular issue on the student’s physical, intellectual, and emotional growth. In general the paper will be more on analysis of the motivational and learning process in physical education involving all the different factors such as teachers, students, the different approaches used, and the relevance of the different theories in physical education. Overview Research and knowledge in Physical Education has been in rapid expansion over the last twenty years concerning the many factors that influence the learning and teaching of the Physical Education. Colin A. Hardy and Michael Mawer pointed out that this learning and teaching â€Å"include such issues as the context in which physical education teachers work, what teachers think about when they are teaching and planning their teaching, and the knowledge they require to teach effectively† (p. 1). Colin Hardy and Michael Mawers view seemed to be pragmatic yet analytical of the learning situation of the physical education. They were quite critical also of the enormous years spent on research yet it was only in recent years that the real emphasis on physical education was put on the limelight. They contend that despite of such amount of time spent on research, Hardy and Mawer contends that it is only in current years that research has begun to provide an insight into what physical education teachers feel about their role and their lives in teaching, and what pupils themselves feel about the physical education they experience in schools. In order to understand fully the importance of physical education subject, the question ‘why is physical activity valued’ deserves an answer. Katherine T. Thomas cited the health benefit associated with physically active lifestyle as will as other physical advantages resulting from physical exercise. Thomas pointed out, â€Å"One reason we value physical activity is the health benefit associated with physically active lifestyle. Other reasons are the developmental need to explore and master our environment, to express our selves through movement, and to feel satisfaction resulting from successful movement. Physical activity also provides an opportunity for affiliation. Being part of a group—as a fan, a team member, or a walking partner—meets human need† (p. 5) Thomas thinking on this subject is certainly practical and seemingly based on actual personal experience. Her statement sounds to be a good advice for anyone whose health condition is not in the best state. Indeed, physical education truly brings a lot of physical benefit to our physical body. Other authors however emphasized the achievement of goal in order to understand the motivation and behavior of physical activity such as in sport. Robert Daniel Steadward, Elizabeth Jane Watkinson, and Garry David wheeler noted some authors such as Nichols (1984, 1989) and Harters (1978) which pointed out the goal concept theory. According to them, the concept of the achievement goal theory, refer to how people evaluate their competence. It assumes that individual are driven to demonstrate competence, and that perceptions of competence are critical determinant of motivated behavior. Analysis of the Issues in Motivational Learning in Physical Education The issue that I found interesting is â€Å"how effective are the different approaches to learning and teaching.† Susan Piotrowski noted that there is no single approach is going to be the most effective way to cater for progression and continuity. She pointed out that several or all of these approaches need to be used together to achieved effective progression and continuity in the transfer from primary and secondary school. Piotrowski stated that â€Å"what will work in any one situation depends on a number of factors, including the schools and their transfer structures and procedures, the head teachers, primary and secondary education teachers and their ability to work together collaboratively† (p. 204). Piotrowski further stated that local conditions, facilities, expertise, and policies have a bearing on the type of curriculum that can be realistically offered in both primary and secondary in any given area. It is quite easy to accept Piotrowski’s view as it draws a practical option. Regardless of how others would look at the learning process, I believe it is complicated in the sense that physical education students have different level of intelligence, different cultural orientation, and physical and emotional developments, which affects their own learning process. Thus Piotrowski wisely stated ‘that there is no single approach is going to be effective, and that combining two or more of the various approaches may be more effective.’ On the other hand, Colin Hardy suggested that more pupil-centered and less direct teaching approaches would allow pupils to take a more independent and active role in decision making in physical education lessons. Ken Green and Ken Hardman, quoting Kane, (1976), Underwood (1988), and Wright (1995) identified differences in teaching approaches used in physical education; either due to the demands of different activities or different intended out comes. Green Hardman pointed out that the recommendation, which suggest that in order to achieve the range of the learning outcomes, â€Å"teachers should employ a variety of teaching strategies to cater for differences in pupils’ abilities, attainment, needs, and ages† (p. 112). Green and Hardman also recognized that there is a need for employing variety of teaching strategies. But they noted that this is because of the demands of the different activities, or the different intended outcome. Regardless of the reason, it is clear that there is a need for teachers to employ variety of approaches in the motivational learning in physical education, to insure progressive learning process. These approaches, however, must be suited to the local conditions, expertise of the teacher, facilities, and policies, all of which have bearing on the type of curriculum. An Application of the relevant theories from each topic Theories on motivation and learning in physical education have been formulated in an attempt to extend our understanding of the teaching and learning process. Among these theories, the theory of constructivism, the theory of behaviorism, and the theory of cognitive mediation are particularly helpful in understanding the learning process in physical education. Stephen J. Silverman and Catherine D. Ennis explained that Cognitive Mediation Theory â€Å"recognizes the significance of reinforcement activities in the learning process.   This explains that what students do in classes is an important step, or mediating factor, between what teachers do and what students learn† (p. 151). According to them, what the students do in classes affect also what teachers do.   Basically, these activities shape teacher’s lesson and students’ understanding of the lesson.   Here is the full explanation of Silverman and Ennis regarding this theory â€Å"Although this modification seems so simple, it is a powerful reconceptualization of the role of the teacher. Rather than directly causing learning, as inferred in the process product paradigm, the teacher from this perspective has the job of structuring the learning environment in a way that encourages students to think and act in ways that will, in turn, enables them to learn† (p. 151) The main architect of the constructivism theory is Von Glasersfeld (1987), which views students as active agents in their learning. According to this view, students brings with them to an educational setting prior â€Å"knowledge and experiences from which they interpret and give meaning to their present experience† (p. 151). Silverman and Ennis noted that in this theory, knowledge is not something transmitted from the teacher to the students but learner constructs knowledge through her or his interpretation of events from the framework of prior experience, in effect, building or constructing knowledge that has individual meaning.   Ã‚  To apply this theory, teacher must relate the lesson on students’ sphere of experience and allow students to explore the given knowledge utilizing their own experience.   As a result, students will gain meaningful experience out of the new knowledge learned in the classroom. On the other hand, adherents of behavioral theory emphasized that the study of learning focused on the memorization of simple and rote elements and on the behavior of the learner. Silverman and Ennis pointed out, â€Å"This view of learning focuses on the learner as a rather passive responder to externally imposed factors† (p. 134).   Silverman and Ennis stated that this theoretical lens views students as recipients and accumulators of knowledge, able to learn by listening to lectures, by reading or by rote drill and practice of isolated decontextualized skills. This particular theory is very significant in most studies wherein students have to gain basic understanding of theories of studies before finding the general concept; such as in the case of nursing in which fundamental issues such as anatomy and health ethics must be memorized well before finding its relevance to the field of work. Learning all these theories provide ample understanding as to how students could learns best the subject of physical education. It means that teachers must employ the use of these theories in their teaching strategies in order to ensure efficient learning process.   Physical Education as a subject is not that interesting for many students; and in that case, teachers must make every learning situation a worthwhile experience.   Hence, applying these theories can help learning enjoyable and fruitful. In the cognitive theory, students learn through the activities. It means, the physical activities in the physical education provide the pupils learning opportunity. In many cases, this subject is most of the time seventy-percent activities with thirty-percent lectures.   Students are expected to learn from physical exercise of the techniques with occasional coaching from the instructors.   They learn from trying and from their mistakes. Using Constructivism Theory, students learn by utilizing their own interest and socialization in the learning process.   By relating physical exercises in their own experience will result to students’ acceptability of the learning situation, which may result to higher learning of the subject. Behavioral Theory could be applicable in terms of learning the theories of the subject.   Here, students are expected to memorize different terminologies and techniques of the subject as well as history and rules of the game. Below is a case study of a student in high school who has an obvious intelligence yet performing just above average student. Case Study of a Student Rick is a high school with obvious sophisticated intelligence but performs merely just above average student in most of his academic subjects in school.   Although, he excelled in Mathematics, but his ratings in his physical education class has been poor because he is not participating in all the physical education activities class.   He has a lung problem that is why he does not participate in his physical education class. According to the theory of cognitive mediation, reinforcement activities in school such as physical activities in the physical education class, shape the teachers’ lesson and the student understanding. The theory of cognitive mediation implies that student learning can be cause by these activities too. In the case of Rick, although he has obviously sophisticated intelligence, yet his academic performance reflects merely that of above average student. Ricks problem is that because of his inactive physical condition, his learning potential is not fully consummated. Learning coming from his experience of the physical exercise is lacking. The theory of constructivism also teaches that ‘experience provides learning aside from the class room instructions. The theory of constructivism emphasized that ‘knowledge is not something transmitted from the teacher but learner constructs their knowledge through their experience. Rick’s knowledge has been only a result of spoon-feed learning. He could have excelled in all his subjects had he tried himself to be involve in the physical activities in his physical education class. On the other hand, Rick can be a good model in the behavioral theory of learning as the behavioral theory emphasized that students are passive responder of the externally imposed factors. In general, the theories of learning have been great help in the learning process. Work Cited Capel, S. & Piotrowski, S (eds). 2000. Issues in Physical Education.   London: Routledge. Green, K. & Hardman, K. 2005. Physical Education: Essential Issues. London: Sage Publications Company Hardy, C.& Mawer, M. 1999. Learning and Teaching in Physical Education. Great Britain: Biddles Ltd. Liukkonen, J. 2007.   Psychology for Physical Educators: Students Focus, 2nd Edition. USA: Human Kinetics. Silverman, S. & Ennis, C. 2003. Student Learning in Physical Education: Applying Research to Enhance Instruction. USA: Human Kinetics. Steadworth, R.,Watkinson, E. & Wheiler, 2003. G. Adapted Physical Activity. Canada: University of Alberta Press. Thomas, K.   2003. Physical Education Methods for Elementary Teachers 2nd Edition. USA: Human Kinesics.      

Caesars: Gambling Big on Technology

Caesars—Gambling Big on Technology This case illustrates how database technologies can support an organization's business strategy. The large investment made by Caesars Entertainment Corporation, formerly Harrah's, in its information technology strategy has been tremendously successful. The results of Caesars investment at the time include: * 10 percent annual increase in customer visits. * 33 percent increase in gross market revenue. * Yearly profits of over US$208 million. * Highest three-year ROI in the industry. * A network that links over 42,000 gaming machines in 26 casinos across 12 states in the U.S. * Rated number six on the 100 best places to work in IT by ComputerWorld magazine. * Recipient of a Leadership in Data Warehousing Award from the Data Warehousing Institute (TDWI), the premier association for data warehousing. The casino industry is highly competitive—rivalry among existing competitors is fierce. Bill Harrah was a man ahead of his time when he opene d his first bingo parlour in 1937 with the commitment of getting to know each one of his customers. In 1984, Phil Satre, president and CEO of Harrah's, continued that.In search of its competitive advantage, Harrah's invested in an enterprise-wide technology infrastructure to maintain Bill Harrah's original conviction: â€Å"Serve your customers well and they will be loyal. † Caesars' Commitment to Customers When Harrah's implemented its patented Total RewardsTM program it was resigned to help build strong relationships with its customers. The program rewarded customers for their loyalty by tracking their gaming habits across its then 26 properties and currently maintains information on over 19 million customers, information the company uses to analyze, predict, and maximize each customer's value.At Caesars the program continues to be a success because of its implementation of a service-oriented strategy. Total Rewards allows Caesars to give every customer the appropriate amou nt of personal attention, whether it's leaving sweets in the hotel room or offering free meals. Total Rewards works by providing each customer with an account and a corresponding card to swipe each time he or she plays a casino game. The program collects information on the amount of time the customers gamble, their total winnings and losses, and their betting strategies.Customers earn points based on the amount of time they spend gambling, which they can then exchange for complimentary items such as free dinners, hotel rooms, tickets to shows, and even cash. Total Rewards helps employees determine which level of service to provide each customer. When a customer makes a reservation at any of Caesars brands, the service representative taking the call can view the customer's detailed information including the customer's loyalty level, games typically played, past winnings and losses, and potential net worth.If the service representative notices that the customer has a Diamond loyalty l evel, the service representative knows that customer should never have to wait in line and should always receive free upgrades to the most expensive rooms. â€Å"Almost everything we do in marketing and decision making is influenced by technology,† says Gary Loveman, Caesars' chairman and CEO. â€Å"The prevailing wisdom in this business is that the attractiveness of property drives customers. Our approach is different. We stimulate demand by knowing our customers.For example, if one of our customers always vacations at Harrah's in April, they will receive a promotion in February redeemable for a free weekend in April. † Gaining Business Intelligence with a Data Warehouse Millions of customers visit Caesars resorts each year, and tracking a customer base larger than the population of Germany is a challenge. To tackle this challenge Caesars began developing a system called WINet (Winner's Data Network). WINet links all Caesars properties, allowing the company to collect and share customer information on an enterprise-wide basis.WINet collects customer data from all the company transactions, game machines, and hotel management and reservations systems, transforms and cleanses this data, and then places the resulting information in a central data warehouse. Information in the data warehouse includes both customer and gaming information recorded in hourly increments. The marketing department uses the data warehouse to analyze customer information for patterns and insights, which allows it to create individualized marketing programs for each customer based on spending habits.Most important, the data warehouse allows the company to make business decisions based on information, not intuition. Casinos traditionally treat customers as though they belong to a single property, typically the place the customer most frequently visits. Harrah's was the first casino to realize the potential of rewarding customers for visiting more than one property. Today, Caes ars has found that customers who visit more than one of its properties represent the fastest growing revenue segment.In the first two years of the Total Rewards program, the company received a $100 million increase in revenue from customers who gambled at more than one casino. Caesars also uses BI to determine gaming machine performance. Using the data warehouse, Caesars examines the performance and cost structure of each individual gaming machine. The company can quickly identify games that do not deliver optimal operational performance and can make a decision to move or replace the games. The capability to assess the performance of each individual slot machine has provided Caesars with savings in the tens of millions of dollars.Former CIO Tim Stanley stated, â€Å"As we leverage more information from our data warehouse and increase the use and sophistication of our decision science analytical tools, we expect to have many new ways to improve customer loyalty and satisfaction, dri ve greater revenues, and decrease our costs as part of our ongoing focus on achieving sustainable profitability and success. † Security and Privacy Some customers have concerns about Caesars data and information collection strategy since they want to keep their gambling information private.The good news for these customers is that casinos are actually required to be more mindful of privacy concerns than most companies. For example, casinos cannot send marketing material to any underage persons. To adhere to strict government regulations, casinos must ensure that the correct information security and restrictions are in place. Many other companies actually make a great deal of money by selling customer information. Caesars has not joined this trend since its customer data and information are part of the company's competitive advantage. The Future of CaesarsIn the future, Caesars hopes to become device-independent by allowing employees to access the company's data warehouse via m obile devices. â€Å"Managing relationships with customers is incredibly important to the health of our business,† Stanley says. â€Å"We will apply whatever technology we can to do that. † For example, Caesars has been undergoing efforts to develop systems described as â€Å"patron-based technology† that foster communication with customers through slot machines. Ultimately, such data collected through slot machines can be stored in a data warehouse and later analyzed to gain further insight into customers and their needs. 0 Questions 1. Identify the effects poor information might have on Caesars service-oriented business strategy. 2. How does Caesars use database technologies to implement its service-oriented strategy? 3. Caesars was one of the first casino companies to find value in offering rewards to customers who visit multiple Caesars locations. Describe the effects on the company if it had not built any integrations among the databases located at each of its casinos. How could Caesars use distributed databases or a data warehouse to synchronize customer information? . Estimate the potential impact to Caesars business if there is a security breach in its customer information. 5. Identify three different types of data marts Caesars might want to build to help it analyze its operational performance. 6. What might occur if Caesars fails to clean or scrub its information before loading it into its data warehouse? 7. Describe cluster analysis, association detection, and statistical analysis and explain how Caesars could use each one to gain insights into its business.

Enzyme-linked immunosorbent assay (elisa) Essays

Enzyme-linked immunosorbent assay (elisa) Essays Enzyme-linked immunosorbent assay (elisa) Paper Enzyme-linked immunosorbent assay (elisa) Paper Enzyme-Linked Immunosorbent Assay ( abbreviated as ELISA ) , is a sort of immunochemical assay technique to observe the presence of a specific antibody or antigen in the trial samples. This method chiefly make usage of both immunological reaction ( the antibody-antigen reaction ) to observe the nowadays of specific antibody or antigen ) and biochemical reaction ( the enzyme substrate reaction ) to bring forth a seeable signal for both qualitative and quantitative measuring. The ELISA method used in this experiment is an illustration of indirect ELISA method. The ELISA home base Wellss are coated with optimized concentration of antigens before manus by agencies of charge interaction or with the aid of a spacer coating ( eg. L-lysine ) . Then the home base Wellss are washed with buffer solution, and a blocking measure is preformed by adding bovine serum albumen or casein, to barricade any uncoated infinite in the well before utilizing to observe antibodies in sample serum. Then the sample serum is added to observe the nowadays of specific antibody, the antibodies will adhere to the antigens in the well ( in this experiment is the anti-DNA antibody ) . Then a secondary antibody ( normally raised from a species against the antibody of the sample ) with enzyme-linked ( called conjugate ) was added to adhere. The enzyme used may be Alkaline phosphate or Horseradish peroxidase ( in this experiment is Alkaline phosphate ) ; this besides serve as signal elaboration measure as the enzymes conjugate chose used normally have more than one binding sites for the substrate added later. Then a substrate is added for the enzyme to bring forth a colour reaction ( in this experiment is the PNPP which produce a xanthous colour ) to bespeak the nowadays of the specific antibody in the sample. The higher the concentration of the antibody in the trial sample, the stronger the colour developed. We can utilize a spectrometer ( an ELISA reader in this experiment ) to mensurate the colour quantitatively alternatively of utilizing our oculus, which is more nonsubjective and accurate. Washing with buffer ( normally a mild detergent ) is applied between stairss to take unbind antibodies to avoid non-specific binding of antibodies. Normally positive and negative controls will be paralleled tally with the trial sample to formalize the consequence. The cut-off point between a positive or negative consequence is normally determined statistically with known criterions. In add-ons, with a consecutive dilution of a known criterion ( known concentration of the specific antibody want to observe in the trial ) , we can besides happen the sum of the specific antibody in the trial sample from the graph of optical density against concentration of the known criterion. Therefore, the ELISA method can bring forth both qualitative and quantitative consequence in observing the specific antibody in trial sample. ELISA is a comparatively high sensitive and specific trial for observing serum protein, the presence of specific antibody or antigen ; and besides considers as a high-throughput immunochemical assay. The usage of ELISA besides includes endocrines and infective antigens ( including virus and bacterium ) . The most common illustration is observing HIV in patient samples. In add-on, it has the advantage of utilizing non-radioactive substances, is safer than those radio-immunoassays. Other ELISA methods: Sandwich ELISA ( or direct ELISA ) is used to observe antigen in sample serum, is less-common. With known measure of gaining control antibodies coated to the well, the antigens in the sample will adhere to the antibodies to organize complex. Then enzyme-linked primary antibodies will be applied to observe the nowadays of the antigens. Competition ELISA is a different method from the indirect and sandwich ELISA, in which the kit contains enzyme-linked antigen instead than enzyme-linked antibody. The labelled antigen will vie with the antigen in the sample for the antibody adhering sites in the well. Therefore, more antigens in the sample will give weaker signal as less labelled antigen can adhere to the antibody adhering sites in the well. The advantage of this method is can be used to observe antigen in impure samples. Change by reversal ELISA is a new engineering utilizing immunosorbent polystyrene rod with stick outing nose cones. This ogives will dunk into the sample, therefore a higher sample volume can be used to better the sensitiveness. Furthermore, the nose cones can be sensitized with different reagent to observe different antibodies or antigens at the same time for multi-target checks.