Annotated Review of Literature Essay Example for Free

Annotated Review of Literature Essay Annotated Review of Literature to Support how Differentiated Instruction Workshops can Improve Instruction Hawkins, V. (2009). Barriers to implementing differentiation: Lack of confidence, efficacy and perseverance. The New England Reading Association Journal, 44(2), 11-16. Retrieved from Education Full Text database. Annotation: In this article, Hawkins exposes three major reasons why implementing differentiated instruction (DI) if a difficult task for most teachers. Hawkins states that districts advocate for professional development of DI as a reactive response to current data trends in education. The goal of this article is to provide classroom teachers with the necessary skills to be able to implement DI into their curriculum. The researcher found that a lack of teacher confidence, lack of teacher efficacy, and a lack of perseverance are three factors in which teachers most often struggle with when trying to differentiate lessons. Support for Project: This article gives important information for teachers on how to overcome the barriers of implementing effective DI into their curriculum. So many of us face the same problems when trying to differentiate our lessons, therefore, it is important for teachers to understand how to overcome these barriers and also to understand that they are not alone in this daunting task. Hawkins goes on to describe each barrier in detail to help teachers overcome them so they can become effective DI instructors. Tomlinson, Carol Ann. Carol Ann Tomlinson explains how differentiated instruction works and why we need it now. Making A Difference, September 2007. Annotation: In this article, Carol Ann Tomlinson, who is a leader in the field of education on Differentiated Instruction, explains what DI is, why it is so important in education today, as well as in the future, and the characteristics of an effective differentiated classroom. Tomlinson also reviews some key points that teachers need to think about when developing a differentiated lesson plan. The researcher goes on to explain that the reason DI is so important is that students vary in so many ways, and our student populations are becoming more and more academically diverse. Support for Project: This article is important for my project because the researcher explains how to deal with student differences. Today’s classrooms are so diverse and teachers need to know how to deal with these differences on a daily basis. Tomlinson states that there are three ways to deal with differences: ignore them, separate or â€Å"track† them, or keep students together in the context of high-quality curriculum (differentiated instruction). Obviously the third one should be the way to go, but unfortunately, it is the road least traveled. This article also describes the characteristics of a well-run DI classroom and what teachers need to do in order to be successful when creating differentiated lessons to improve instruction. Tomlinson, C. (2005). Traveling the road to differentiation in staff development. Journal of Staff Development, 26(4), 8-12. Retrieved from Education Full Text database. Annotation: In this article, Tomlinson explains how teacher leaders can help educators hurdle four key barriers teachers face when trying to implement DI into their classrooms. The researcher describes the need for DI in the United States education system and also reviews six strategies of effective differentiation. Tomlinson goes over current research findings about student achievement and differentiation in response to readiness, interest, and learning profiles. Support for Project: This article is important for my project because when trying to convince educators to change their way of thinking and pedagogical practices, you must have solid evidence that the new practice; in this case, DI, will work. This article goes over the latest research findings to support DI and it also gives effective strategies for implementing DI practices as well as ways to overcome barriers of incorporating DI into the curriculum. The goal of my project is to design a workshop to inform educators about differentiated instruction; what it is, why we need it, what effective DI practices look like, what the keys aspects of DI are, how to overcome the barriers of DI, and what the current research of DI is. This article does a good job of reviewing these topics. Wormeli, R. (2007). Differentiation: From planning to practice grades 6-12. Portland, ME: Stenhouse. Annotation: In this book, Wormeli provides a practical way for teachers to create a differentiated lesson from start to finish. He walks educators through the lesson, giving details on what steps to take before, during, and after to make deep connections for students. He gives effective strategies and advice on how to reach â€Å"all† learners within one classroom. Wormeli presents models of effective differentiated instruction, so that teachers can extend what they learn to any subject and any classroom. Support for Project: When creating a workshop for educators on differentiation, it is important to include models of instruction for teachers to reflect upon and use as examples for the future. That is just what this book does. Wormeli gives annotated models of effective differentiated instruction, such as tiering, flexible grouping, how to make adjustments based on formative assessments, and interdisciplinary examples for teachers to learn how to do. Once educators feel comfortable using these strategies, they can extend these procedures throughout their careers.

The effect of Facebook on student performace

The effect of Facebook on student performace Facebook is a social networking site and website launched in February 2004 and was founded by Mark Zuckerberg. The popularity of online social network is growing at a rapid rate, such as Facebook. By end of 2008, Facebook became the most popular social network with 140 million active users Rayport, (2009). Today students use Facebook, because it is the other way to communicate with friends and family all over the world other than Twitter, my space and other social networks. Facebook offers many different options for social networking and entertainment, whereas it is free and the cheapest way to communicate with others. As far as communication goes, Facebook offers a chat option in which students can send messages instantly to one another regarding their work. They can also talk to numerous people at the same time. It is another way of communicating is using a private message option to write messages to another person. Facebook also offers the option to write on another persons profile where other people may view the message. However, these are not the only things can be found in Facebook. There are many applications and games can also be found on this site. There are ways to post items in other peoples profiles. A person can play interactive games that involve playing with other people on the site. Whereas, there are many choices of games and applications that people can choose. Examples of the games are Farmville, Pet Society, Poker, Sims and many more. These games can be interacted with friends and family. Games that this website provides continue to grow and in turn it continues to keep people intrigued and keeps them coming back. Facebook has become common among college students, Facebook games and applications and are one of the reason students are on Facebook. They spend many hours on games and applications till late at night, rather than studying or revising. This could affect the students marks and concentration during class. This is mainly because Facebook entertains them with variety of games and applications. Another reason could be because students too stress while studying, they need break, one of the option they log on to Facebook, on their phones, tabs, personal computer or laptops. When it is time to get back to their books, they spent more time on Facebook, and time just passes away without them knowing. This shows students can spend more time on Facebook rather than studying. The applications that most students spent their time on Facebook, that are uploading photos, posting links on their wall and also sending links on their wall friends wall. Whereas famous games on Facebook such as Pet Society, Texas Holdem Poker, The Sims Social and Farmville. Pet Society allows users to raise their pet in a self-decorated pet house. Users are able to play games, bring their pet to play with neighbours, as well as having the responsibility to feed their pets on time and clean them every day. Whereas, Texas Hold ´em Poker is a casino game that allows users to play poker as in real casinos, but with in-game currency. The game is nearly identical to other real cash poker games, fold, having a standard interface of check, and raise, and can sit down at any seat at the table. The game Sims Social is a unique computer game that allows players to create and control their own virtual household of people, known as Sims. Players control everything from their Sims career choic es to their eating habits, dreams, relationships, Thaddeus (2006). Farmville is an aspect of farm management such as growing and harvesting crops, planting, ploughing land, and harvesting trees and bushes, and generally run a basic farm. Some exploratory studies by Canales et al, (2009); Karpinski Duberstein, (2009) shown that the extended presence of students on Facebook has harmful effect on their task performance. While Facebook games are often said to be developed for people to spend their leisure time, it is proven that the games are addictive, causing people to spend a lot of time visiting the games. These two studies demonstrated that long hours spent on Facebook seem to decrease students academic performance and thus, their achievement grades. Students spend an average of 30 to 35 minutes a day surfing Facebook from The Learning Network blog, Schulten (2009). Many college students note that they actually spend only 3 to 4 minutes during each visit to check updates, making several visit a day; other spend up to 8 hours a day on the website. Students also acknowledge that they find the website totally distracting and the time consuming, but they also noted that they cannot quit visiting the website because they like it and can use it to keep in contact with all their family and friends, whether they meet them every day or not (Facebook, 2010). Some students are likely to spend more time than others on Facebook; they would be more immersed in related tasked as they spend long hours surfing on the websites thereby promoting their distraction from any tasks as they spend long hours surfing the website, thus promoting their distraction from any tasks performed in parallel. For example, users become interested in sharing information with friends and participating in discussion as well as uploading or watching videos and pictures. Students and other active user engage in long discussions about daily issues, checking their Facebook profiles from homes and from their cell phones. Students also check updates while preparing their assignments, which interferes with their assignments preparation. They are distracted from main occupation and their working memory load allocated to these tasks makes it difficult for them to focused and prepare their homework effectively. This would lead to instable results and likely decreased in their global achievement due to participation with Facebook. There have been many studies about using Facebook as a learning tool. One study showed that most students joined Facebook because Facebook was associated with university-level education by Madge et. al., (2009). This same study also found that Facebook is mainly used to keep up with social aspects of college life and it is a part of most students daily routine by Madge, et. al., (2009). However, students also did not seem to agree that Facebook helped their academic life cited by Madge et. al., (2009). Other studies have found that when students are asked why they did not put more effort into schoolwork that Facebook distraction was a regular explanation. Therefore, it is obvious that Facebook has become a very important feature of college life. There were no differences in Facebook use between different members of racial and ethnic groups that were part of the study, or between women and men. Younger and full-time students were more likely to be Facebook users. This study is to find out, does the time spent on games and application on Facebook affect the academic performance of students in SEGi University, Kota Damansara. Therefore the purpose of this study is to know whether Facebook games and application affects the grade point average (GPA) of students and the amount of time spent on Facebook games and application affects their studies. Grade point average (GPA) is a commonly used indicator of academic performance. Thus, the relationship among time spent on Facebook games and application and academic performance will be surveyed. In present study, Mass Communication students have been selected to conduct this study in SEGi University, Kota Damansara. The Facebook games that will be focusing on are Farmville, Pet Society, The Sims Social and Poker. While, Facebook application are pictures and videos that students spent time posting. 1.1.2 Statement of the research problem The main problem which is being addressed in this research is, how far does the time spent on games and applications on Facebook affect the academic performance of college students? The fact that excessive gaming will lead to a fall in academic performance is being illustrated on a report by Vivek Anand, (2007). It mentions that time management is the cause of the negative correlation of time spent on gaming and students academic performance. This also applies on Facebook gaming as they have the same nature and interrupts students time management in the same way. Many students in University already have laptops, smartphones; that supports the gaming in Facebook and tabs will bring it to the University. Therefore when they get notifications on their electronic devices, they will concentrate more on Facebook rather than the lecturer. Due to the lack of concentration towards the subject, students will tend to play games, chat with friends, post pictures and many more activities that capture their attention. This is not the fault of the lecturer, when students do not do well in their exams, is because they did not want to focus during the lecture. Karpinski focused on the relationship between time spent on Facebook and the academic performance of students San Miguel, (2009). He added the overall finding indicated more time on Facebook equals slightly lower grades. In Karpinskis study the regular Facebook user had a GPA of 3.0 to 3.5, while the rare Facebook user had a GPA of 3.5-4.0. Also, the regular Facebook user studied for 1-5 hours per week, while the rare Facebook user would student 11-15 hours per week. Many researchers are aware that Facebook is not the only thing that could possibly be taking away study time. However, 55 percent of those surveyed access their pages several times a day or at least once a day for a long period of time stated by San Miguel, (2009). 1.1.3 Research questions To find out does time spent on Facebook games affect academic performance? To find out does time spent on Facebook application affect academic performance? 1.1.4 Research objectives To determine the relationship between games and applications on Facebook and time spent. To find out the relationship between time spent and academic performance. 1.1.5 Significance of the study The effect of this study is to know whether Facebook games and applications affect students academic performance. This study is to find out does time spent on Facebook games and applications affect students grades. In this present study to find out does Facebook games and applications affect students academic performance, then hours students spent on Facebook games and applications affect their grades. In this study student agrees that the more time spent on Facebook games affect their academic performance, they spent hours on games rather than studying. Whereas Facebook application consume time and it does not affect their academic performance. This study will be beneficial to SEGi University students who want to know the factor, does the time spent on Facebook games and applications lower their academic performance, and does it affect their GPA. Therefore, the study is significant in this regard. It attempts to combine Facebook games and applications and the time consume does it affect the grades and academic performance. It will provide valuable information about Facebook games, applications, time spent, and academic performance. In this study will be shown the results of students when Facebook excessively. It also will serve as resource materials for others who want to carry out research in related field. 1.1.6 Scope/Limitation of the study A limitation of this project that is the participants are sampled from only one University, focusing at SEGi University on Mass Communication students, Kota Damansara. Therefore, the findings cannot be generalized to all colleges and universities. The researcher chooses the institution because of size, familiarity, cost-effectiveness, and diversity of students. Another limitation this study is that, the researcher cannot control whether the participants fill out the survey correctly and accurately. Nor can the researcher make the participants be truthful with their responses. Students may also underestimate or overestimate the time they spent on the activities listed on the survey. Students might also have trouble of distinguishing between being logged on and actively using their Facebook site. In addition, students may also under-report or over-report their GPA score. It attempts to combine Facebook application and games and the time consume does it affect the grades. The major limitation of this study is that it is cross-sectional and correlational in nature, and therefore it is impossible to determine the causal mechanisms between Facebook academic performance and time spent. While the data show that engagement and Facebook use are related, the direction of the effect is dif ¬Ã‚ cult to determine. For instance, students who spend more time on Facebook games and application also score higher on the engagement scale and also the grades are higher however it could be that students who are more engaged to begin with spend more time on Facebook games and application. It will provide valuable information about Facebook, does it affect the students grades and to manage their time. It also will serve as resource materials for others who want to carry out research in related field. CHAPTER II LITERATURE REVIEW 2.1 Background of the literature The present study conducted a comprehensive examination of the pertinent literature to understand better on the time spent on games and application on Facebook and how it affects academic performance. This chapter is organized into two main categories of research literature that shape the problem. The first section focuses on the definition and historical context games and applications on Facebook. The second section focuses on the time spent on academic performance and the students GPA on University students. The literature review revealed significant information about Facebook, games and application on Facebook, the time spent on the games and application, academic performance, and students grades. 2.2 Facebook Games and Application Facebook games are originated from the development of Facebook Platform, which allow 3rd party developers to develop applications that can be deeply integrated into Facebook, and have mass distribution through the social graph. Facebook Platform has proven to be extremely popular immediately after its launch. According to Facebook Platform Statistics, (2010). More than 70% of Facebook users engage with Platform applications, and there are 550,000 active applications currently on Facebook Platform. Considering there are more than 500 million active Facebook users worldwide, the number of people engaged in the platform is huge. The applications on Facebook Platform often incorporate Flash technologies to enhance interaction with users, which quickly develop into the form of games. Facebook is one of the social network, students spend most of the time because of the application that have many choices for them to check, view and post. As mention by Block, (2010). Games are often said to be developed for people to spend their leisure time, it is proven that games are fairly addictive, causing people to spend a lot of time visiting the games. Games such as Pet Society are developed by Playfish in the year 2007. Pet Society is a pet raising game that allows users to raise their pet in a self-decorated pet house. Users are able to play games, bring their pet to play with neighbours, as well as having the responsibility to feed their pets on time and clean them every day, Block (2010). It functions are to design their pets by choosing genders, names, colours, and physical appearance features. There are a variety of activities with which the user can interact with the pet, including washing, brushing, petting and feeding the pet. There are also activities whereby pets can interact with the pets of those in the friends network. A pet can visit the pets of their friends and perform the same activities to these pets, such as washing, grooming, feeding and many more. A pet can visit other pets as many times per day as it is inclined. Pets will receive coins on the first visit to each friend of the day and Paw Points on this and each subsequent visit. Ways to earn coins in Pet Society include the Daily Lottery, visiting friends, and winning awards, cleaning or playing with pets, winning hurdle races or betting on the outcome of hurdle races. By earning a certain number of paw points makes the pet level up. Students will spend most of their time visiting their friends pets and also to make sure they play till the next level. This causes them to spend a lot of time visiting the g ame. Next game would be, Farmville. This is an application where you can create and manage your own virtual farm. Buying animals and regularly growing and tending to crops is daily routine for those addicted to Farmville and once you have gathered enough money, you can spend it on farm extensions and other big items that allow you to make your farm that extra little bit more personal. After few hours you have to come back to harvest the crop, if not your crop will die and for this time are wasted. Students spend more of their time waiting for their crops to harvest and because of that they will be thinking of the game rather than focusing on the book. Another game that students would be addicted is The Sims Social is a Facebook videogames developed by Playfish. It lets the user to create their own customizable character. In this version, the player uses their character to interact with those of their Facebook friends. The character can develop like or dislike for other Sims, creating relationship that can publicized on the users Facebook page. In this game Sims are able to develop skills, such as art, cooking, music, writing, athletic, driving, and various project skill items which are tied with specific themed collections. The Sims Social is also able to select their careers and traits. It also has needs such as social, fun, hunger, hygiene, bladder, and sleep. The Sims cannot die, therefore all mood meters cycle from deep green (good) to lighter green, yellow, orange, red, and finally gray. The Sims Social uses the socializing features of Facebook to allow players to send and receive gifts in order to finish certain quests or ob jects. For example, when a Sims levels up to a skill, they must have certain items to unlock the next level. Most of these items are obtained by sending requests to other friends or by interacting with friends Sims. Lastly is Texas Holdem Poker. It is developed by Zynga in the year of 2007, Block (2010). According to Texas Holdem is a poker variation of seven card stud poker where poker players share common cards called the board. Due to the fact that the starting two card poker hand is comprised entirely of face-down poker cards, the obligation to open the betting is rotated clockwise after each poker hand. This is accomplished with the use of a dealer button and blinds. A dealer button is a round disk with the word dealer written on it. Blinds are mandatory bets made by the first two players clockwise from the dealer button. The blinds posted in all limit games are in the amounts of 1/2 of the lower limit for the first player (small blind) and the lower limit for the second player (big blind). The blinds in a $10-$20 game would, therefore, be $5 and $10. Poker is a type of card game in which poker players bet on the value of the poker card combination (hand) in their possession, by placing a b et into a central poker game pot. The poker winner is the one who holds the poker hand with the highest value according to an established poker rankings hierarchy, or otherwise the poker player who remains in the poker hand after all others have folded. Students are addicted to this game because they want to raise the amount of money, called chips. They can play and bet with their friends. If one of them loses the game, they will play even more and this consumes time. Students are able to compete and interact with your their friends that they really know who they are in the Facebook Platform. Every time one log onto the game, they can see the progress of their friends in the game fairly easily. People can keep in touch with friends with minimal time and financial costs, which is an important factor of game addiction. Their friends that are playing the game are automatically added to the player list of them, bringing much convenience. This will encourage people to keep on playing the games, and invite more people to join the community. This we can see that, students will spend more time playing games, because they have to pass to the new level and beat their friends. 2.3 Facebook and Academic Performance Over the past few years, the use of social software tools like Friendster, MySpace, and Facebook has been increasing. Facebook, in particular, has become hugely popular among college and university students since its inception in 2004. While participation in sites like Facebook raises some concerns about privacy, there are potential benefits from participation, such as meeting new people through the site, or learning more about people in ones offline community. A lot of students prefer to use Facebook, because it offers multiple functions. For example they are able to post link with picture, therefore people spend most time on Facebook just by reading those links, going through the pictures and also chatting with friends and commenting on it. According to Hargittai,( 2008); Jones Fox,( 2009); Matney Borland, (2009). Facebook has become, the most popular social media website for college, and research shows that anywhere between 85 and 99 percent of college students use Facebook. Whereas, there are few researcher, Cooper Weaver, (2003); DiMaggio, Hargittai, Celeste, Shafer, (2004); Hargittai, (2008); Junco, Merson, Salter, (2010); Kaiser Family Foundation, (2004) agreed that Facebook has become the use of social media in the world. There are persistent differences along gender, socioeconomic, and racial lines in technology adoption and the usage, often referred to as the digital divide. Further, Subrahmanyam, Smahel, Greenfield, (2006); Valkenburg Peter, (2007); Wolak, Mitchell, Finkelhor, (2003) shows that adolescents consider the Internet a highly important medium in their everyday social life and use it to form and maintain social relationships. In this survey we can say that students use Facebook to interact with their family and friends, to keep in touch and to maintain their friendship and relationship between each other. A researcher in the education department at Ohio State University, Aryn Karpinski (2009), stated that students who spending much time on Facebook regularly surf Facebook does not do well in their academic performance. The American research found that Facebook rituals, including adding many friends, adding applications, poking other users and joining groups, can swallow up hours of study time. Some students were spending as little as an hour a week on academic work as they were too busy surfing Facebook. This study shows people who spend more time on Facebook spend less time studying. Kubey, Lavin, and Barrows (2001) found that students who spent five times more hours online reported schoolwork problems. Ten to fifteen per cent of the student participants felt their Internet visits were out of control. Although this study did not mention Facebook specifically, the researchers did mention that the captive social opportunities of the Internet appeared to be the culprit of the schoolwork problems (Kubey et. al, 2001). In addition, Vanden Boogart (2006) discovered that excessive 35 Facebook use was found among students with lower GPAs. Conversely, Pasek, More, Hargittai (2009) and Kolek and Saunders (2008) found no correlation between Facebook use and GPA in their studies. Bauerlein (2008) claimed that social networking sites (i.e. Facebook) raise vocabulary problems, which can lead to weaker reading and writing skills. Students who write and read messages on social network sites often use new lingo (i.e. short-hand versions of words), incomplete sentences, misspelled words, and incorrect grammar. Online social network etiquette allows for students to write poorly because it is a very lax environment for writing and sending messages. Unfortunately, when students consistently practice poor writing skills when participating in online activities, they start to develop bad writing habits that could also hinder their academic performance. Some exploratory studies by Canales et al, (2009); Karpinski Duberstein, (2009) have shown that the extended presence of students on Facebook has harmful effect on their task performance. These two studies revealed that long hours spent on Facebook seem to decrease students academic performance and thus, their achievement grades. Students spend an average of 30 to 35 minutes a day surfing Facebook from The Learning Network blog, Schulten (2009). Many students noted that they actually spend only 3 to 4 minutes during each visit to check updates, making several visit a day; other spend up to 8 hours a day on the website. From this study we will know that students prefer using Facebook rather than studying and they prefer spending time on Facebook. Students who are logged on to Facebook while studying get significantly lower grades than those who did not use Facebook, according to psychologists. A study has found that the exam results of those who used the social networking site while homework, were 20 percent lower than rare users. According to researchers, the findings put a dent in the theory that young peoples brains are better at multitasking on digital gadgets. The problem is that most people have Facebook or other social networking sites, their emails and maybe instant messaging constantly running in the background while they are carrying out other tasks, the Daily Mail quoted study author Professor Paul Kirschner as saying. Our study, and other previous work, suggests that while people may think constant task-switching allows them to get more done in less time, the reality is it extends the amount of time needed to carry out tasks and leads to more mistakes, (pg 1237-1245) His team studied 219 students aged between 19 and 54 at an American university. It was observed that the Facebook users had a typical grade point average score from zero up to four of 3.06. Non-users had an average GPA of 3.82. Those who did not use the site also said they devoted more time to studying, spending an average of 88 per cent longer working outside class. Three fourth of the Facebook users claimed they didnt believe spending time on the site affected their academic performance. The study by Open University in the Netherlands will be published in the journal Computers in Human Behavior. According to Professor Paul Kirschner: The problem is that most people have Facebook or other social networking sites, their emails and maybe instant messaging constantly running in the background while they are carrying out other tasks. The Facebook users among them had a typical grade point average a score from zero up to four of 3.06. Non-users had an average GPA of 3.82 (pg 1237-1245) According to the researcher, students are always with their laptops, hand phone, and tabs. Therefore they will get the notifications while studying, students will tend to concentrate more on Facebook rather than their subject. Therefore, whenever the lecturer explains in the class, their concentration will be on Facebook. When comes to exam the students who did not use Facebook while concentrating in class will score more in exams rather than the students, that are more on Facebook. Yamamichi, (2011). Stated that the Facebook Statistics also mentions, that there are more than 250 million active users accessing Facebook through their mobile devices and people that use Facebook on their mobile devices are twice as active on Facebook than rare mobile users. This shows many of students not only use laptops and tabs, but they use Facebook on their mobile device to connect to Facebook. Canales, Wilbanks, and Yeoman (2007). Conducted their survey on sixty-one college students, they found that students who use Facebook more often generally have lower GPAs and tend more towards extraversion and neurosis (associated with anxiety, anger, depression, and impulsivity) than those students who use Facebook less. Referring to Choney, ( 2010) statement Users of Facebook have an average GPA of 3.06, while non-users have an average GPA of 3.82. It shows Facebook does affect their academic performance, to be included that students not using Facebook getting higher GPA then users in their exam. Another statement by Fodeman and Monroe, (2009). Students have an irresistible need to connect with their peers because of the development of these 24/7 accessible technologies. Therefore, the usage of Facebook can become a habit that may affect the academic performance of students as well as their quality of life. 2.4 Theory The theory of this study is the Uses and Gratification (UG). Uses and gratifications is a psychological communication perspective that examines how individuals use mass media. An audience based theoretical framework, it is grounded on the assumption that individuals select media and content to fulfill felt needs or wants. These needs are expressed as motives for adopting particular medium use and are connected to social and physical makeup of individual. Based on perceived needs, social and psychological characteristics, and media attributes, individuals use media and experience related gratifications. The perspective can be used to understand a variety of media uses and consequences. It assumes a relatively active audience, which consciously selects content and media to satisfy specific needs or desires. For example students do come to Facebook to fulfill their needs for self-expression. Some may post on statues to express their needs and also chat or message their friends. In this study, have to understanding the thoughts and behaviours of the students in using Facebook games and applications. The media uses and gratifications theory looks at understanding what people do with media outlets. This approach focuses on why people use particular media rather than on content. In contrast to the concern of the media effects tradition with what media do to people. Uses and Gratification can be seen as part of a broader trend amongst media researchers which is more concerned with what people do with media, allowing for a variety of responses and interpretations. Katz, Blumler, and Gurevitch (1974) describe the concept as one that is concerned with the social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure. This means many people use media to satisfy their needs, for example students use media such as Facebook to past their time, for a learning tool, play games and many more. Uses and Gratifications Approach offers another way of explaining why people expose themselves to some communications. Katz, Blumler, and Gurevitchs Uses and Gratification Theory suggest that media users play an active role in choosing and using media. Users take an active part in the communication process and are goal-oriented in their media usage. Theorists say that media users seek out source that best fulfills their needs. Uses and Gratifications Theory assumes that users have alternate choices to satisfy their needs (Griffin, 2000). Focus of this theory is that viewers attend, perceive and remember information that is pleasurable or that will in some way help satisfy their needs

Life Of Raphael Sanzio :: essays research papers

During a time when Michelangelo and Leonardo Da Vinci were the prime artists in Europe, a young man by the name of Raffaello Sanzio was starting to attract major attention with his artworks. The Italian high Renaissance was marked by paintings expressing human grandeur and very humanistic values. No one better portrayed the Italian high Renaissance then Raphael Sanzio, with his painting’s clarity and ease of composition, Raphael was easily one of the greatest painters of this period.   Ã‚  Ã‚  Ã‚  Ã‚  Born in an artistically influenced town in Italy called Urbino, Raffaello Sanzio was first taught by his father, Giovanni Santi, how to compose works of art at a very early age. At the age of fourteen, Raphael’s father realized his son’s potential and sent him to a very talented teacher by the name of Pietro Perugino. Pietro Perugino lived from 1478 to 1520, and had a strong influence on Raphael’s early artworks. Perugino was a Umbrian painter who loved to incorporate beautiful landscapes into his paintings. Raphael’s early works resembled Perugino’s so much that paintings such as the Crucifixion with the Virgin, Saint John, Saint Jerome, and Saint Mary Magdalene were thought to be Raphael’s until the church of San Gimingniano proved that they were in fact Perugino’s. "Raphael was only 14. It is undoubtedly a Perugino calmly emotional, and pious rather than passionate. Unlike the other great painters of this time, such as Michelangelo and Da Vinci, Raphael was born with a great understanding of art and required little instruction if any. Because of Raphael’s great understanding of the arts, he quickly surpassed his teacher and ventured out on his own to the great city of Florence in 1504.   Ã‚  Ã‚  Ã‚  Ã‚  At the same time Raphael arrived in Florence, the other great painters of time, Michelangelo and Leonardo Da Vinci were the popular painters of the city. Because of the competitive environment of Florence, Raphael adopted many new painting techniques such as shading, anatomy, and frozen action.   Ã‚  Ã‚  Ã‚  Ã‚  Both Michelangelo and Da Vinci’s styles influenced Raphael while he was in Florence. Raphael’s energetic paintings with softness and balance such as the "Small Cauper Madonna", were influenced directly from Michelangelo. While Raphael was in Florence, Duke Guidobaldo employed him to paint a painting for King Henry VII of England. In the painting "Saint George and the Dragon", Raphael portrays Saint George as a brave warrior fighting against a dragon right outside it’s lair. Life Of Raphael Sanzio :: essays research papers During a time when Michelangelo and Leonardo Da Vinci were the prime artists in Europe, a young man by the name of Raffaello Sanzio was starting to attract major attention with his artworks. The Italian high Renaissance was marked by paintings expressing human grandeur and very humanistic values. No one better portrayed the Italian high Renaissance then Raphael Sanzio, with his painting’s clarity and ease of composition, Raphael was easily one of the greatest painters of this period.   Ã‚  Ã‚  Ã‚  Ã‚  Born in an artistically influenced town in Italy called Urbino, Raffaello Sanzio was first taught by his father, Giovanni Santi, how to compose works of art at a very early age. At the age of fourteen, Raphael’s father realized his son’s potential and sent him to a very talented teacher by the name of Pietro Perugino. Pietro Perugino lived from 1478 to 1520, and had a strong influence on Raphael’s early artworks. Perugino was a Umbrian painter who loved to incorporate beautiful landscapes into his paintings. Raphael’s early works resembled Perugino’s so much that paintings such as the Crucifixion with the Virgin, Saint John, Saint Jerome, and Saint Mary Magdalene were thought to be Raphael’s until the church of San Gimingniano proved that they were in fact Perugino’s. "Raphael was only 14. It is undoubtedly a Perugino calmly emotional, and pious rather than passionate. Unlike the other great painters of this time, such as Michelangelo and Da Vinci, Raphael was born with a great understanding of art and required little instruction if any. Because of Raphael’s great understanding of the arts, he quickly surpassed his teacher and ventured out on his own to the great city of Florence in 1504.   Ã‚  Ã‚  Ã‚  Ã‚  At the same time Raphael arrived in Florence, the other great painters of time, Michelangelo and Leonardo Da Vinci were the popular painters of the city. Because of the competitive environment of Florence, Raphael adopted many new painting techniques such as shading, anatomy, and frozen action.   Ã‚  Ã‚  Ã‚  Ã‚  Both Michelangelo and Da Vinci’s styles influenced Raphael while he was in Florence. Raphael’s energetic paintings with softness and balance such as the "Small Cauper Madonna", were influenced directly from Michelangelo. While Raphael was in Florence, Duke Guidobaldo employed him to paint a painting for King Henry VII of England. In the painting "Saint George and the Dragon", Raphael portrays Saint George as a brave warrior fighting against a dragon right outside it’s lair.

The Blind Heart in Carver’s Cathedral Essay -- Carver Cathedral Essays

The Blind Heart in Raymond Carver's Cathedral  Ã‚   A person’s ability to see is often taken for granted as it is in "Cathedral" by Raymond Carver. Although the title suggests that the story is about a cathedral, it is really about two men who are blind, one physically, the other psychologically. One of the men is Robert, the blind friend of the narrator’s wife; the other is the narrator-husband himself. The husband is the man who is psychologically blind. Carver deftly describes the way the husband looks at life: from a very narrow-minded point of view. Two instances in particular illustrate this. The first is that the husband seems to believe that the most important thing to women is being complimented on their looks; the second is that he is unable to imagine his wife’s friend Robert as a person, only as a blind man. Carver consistently characterizes the husband as the real blind man because he is ignorant of so many simple things in life. One of the first hints of the husband’s blindness is addressed early in the story when the husband thinks about the blind man’s wife and says, Imagine a woman who could never see herself as she was seen in the eyes of her loved one. A woman who could go on day after day and never receive the smallest compliment from her beloved. A woman whose husband could never read the expression on her face, be it misery or something better. (1055) The husband seems to be saying that women need to be seen, that this is the most important or only important thing in their lives. He forgets that Robert can hear his wife’s voice, smell her perfume, enjoy her personality, and touch her skin. According to Dorothy Wickenden "Cathedral" is a story about ignorance and vulnerability – the deep-seated... ...is blind. He constantly disregards his sight which he takes for granted. The husband is so narrow-minded and content within his own world, he neglects to "see" the rest of the world. Marc Chenetien said it best: "A spark of hope in ‘Cathedral’ tends to give a potentially new agenda to stories whose ultimate promise seems to remain that blindness unavoidably undercuts all awakenings" (30). Works Cited Allen, Bruce. "Carver." Contemporary Literary Criticism. Ed. Roger Matuz. New York: Gale Research, 1989. 55:103. Burgeja, Michael J. "Carver." Short Story Criticism. Ed. Shelia Fitzgerald. Pasadena: Salem Press, 1990. 8:23. Carver, Raymond. "Cathedral" The Harper Anthology of Fiction: Ed. Sylvan Barnet. New York: HarperCollins, 1991. 1052-1063. Chenetien, Marc. "Carver." Short Story Criticism. Ed. Sheila Fitzgerald. Pasadena: Salem Press, 1990. 8:44.

Its Time to Terraform Mars :: Argumentative Persuasive Essays

It's Time to Terraform Mars "Earth is Heaven. Venus is Hell. Mars is neither, yet." K.G.M. Paterson Introduction Our solar system began to form 4.6 billion years ago from a swirling mass cloud. Give or take a couple of million years, the gas cooled and joined to form large bodies called â€Å"protoplanets,† which later became the planets we know today. Whatever was left after the planets formed became comets or asteroids, strewn about all over the solar system. After 100 million years, the enormous ball of gas at the center of this swirling mass cloud overheated and exploded in a huge nuclear reaction. This reaction gave birth to the sun we know today. This sun has enough energy to provide for nine planets, and just the right mix of masses and orbits to provide Earth with the right ingredients to support life. Of course, after many more millions of years, these right ingredients led to the recipe for human life; soon people of the ancient world observed the movements of the planets. The ancient Greeks thought they were wandering stars, and gave them the name planetes, or wanderers . Of course, the Romans conquered the Greeks, and renamed the planets after their gods. Earth is the only planet whose name doesn’t derive from ancient Greek or Roman mythology. Earth comes from the Old English word Gaia; but the Romans called our planet Terra, hence Terra Firma. Mars was said to be named after the god of war because of its angry red color; but early on Mars was worshipped as a god of growth and fertility. Earth This third rock from the sun has just the right mix of variables to encourage and sustain life on it for so many years. But why here and no where else you ask? Most of it has to do with the fact that it is the third rock from the sun. The distance from the sun (150 million km) is just the right distance to allow for water to exist as a liquid, an important ingredient to sustain life. With over 2/3 of the planet covered with water, the Earth’s oceans are perfect for regulating the temperature of the planet at a consistent 22 °C, another important ingredient to allow life to survive. With a powerful magnetic field

Compare the poems for childhood and parenting

Wordsworth present his views on childhood and parenting, in many ways such as language, structure and form. He portrays children as the epitome of innocence while he depicts adults as the essence of experience. His poems had set the foundations of childhood and parenting. The three main poems that show this are: The Idiot Boy, We are Seven and Anecdote for Fathers. Wordsworth uses The Idiot Boy to ask the reader two questions. The first regards the happenings of his imagination especially what happened at night and the second regards of his imaginative adventures. Wordsworth does this intentionally, to show that children use their imagination to keep themselves occupied, also he might have wanted to show that their imagination was one of the keys to a hopeful future or their personality. Wordsworth explores different states of mind of both the mother and the son. The mother is shown through the language used. She experiences a range of emotions: overconfidence, doubt, fear and anxiety. However, when we compare her to her son, who is mentally disabled he remains joyful, innocent, imaginative and closer to nature than even his mother he remains unperturbed. The rhyming scheme is first established after the 1st verse, abccb, it adds pace and suspense and it underpins a sense of comedy. Wordsworth doesn't only use this rhyming scheme to add a sense of comedy, but it is like a nursery rhyme, so it can be enjoyable and understandable to everyone. Wordsworth portrays the mother as someone who is caring, also someone Wordsworth would trust as she would protect her loved one. The language of the poem is very positive as Wordsworth uses words such as â€Å"glee† and â€Å"merry†. These adjectives give a sense of hope and respect towards Johnny. Therefore Wordsworth wants to portray children as a pure being, someone you must not tarnish with logic or even education, as they will learn their knowledge from the best teacher; imagination or nature. Another poem, where the readers see Wordsworth conveying his views on childhood and parenting is in We are Seven, this poem is slightly different compared to the other Wordsworth poems, as we see two perspectives on death, one by the little girl and another by the ignorant narrator who could be a father, at first until he is taught by the little girl. It is structured in four sections, Verses 1-3- are about the girl and her landscape, verses 4-9- are outlining her family background and her response to the narrator's enquiry. Verses 10-15 are a filling out of her enigmatic reply about her life and the death of her siblings. The stand-off between these two is polarised and entrenched positions. Wordsworth uses his language, to make the girl and the narrator take a different viewpoint on death, the girl's language is obviously taken from the mother and it is euphemistic: â€Å"released from her pain† and â€Å"[John] was forced to let go†. This conveys the pain the little girl had to suffer; she is trying to ease her pain and trying to make the reader suffer less. Wordsworth is showing that children are knowledgeable. However, she does not like the fact of death at all, as it saddens her. She still keeps the memory of her loved ones, which is only seen in children rather than adults. Wordsworth deceptively uses simple approach in language and form, the poet has suggested that we can share and accept the mystery of this young's girl view. Wordsworth makes this poem more like a nursery one with the use of internal rhyming such as â€Å"green† and â€Å"seen†. It is written in quatrains consisting of 3 lines of iambic tetrameter and a final line which is an iambic trimester, the mood is a sing-song. This makes the poem more towards the child and Wordsworth is trying to present her as a strong character. He portrays the narrator as a preacher, something Romantics hated. As he tries to force his religious teachings upon everyone, however the roles are swapped, the little girl is teaching him, that he must care about everyone but especially children, as they are all individuals, who should not be ruined by logic and rationality. Like We are Seven, Anecdote for Fathers explores the nature of wisdom in children and adults. Similarly it is written in quatrains with 3 iambic tetrameters and a final iambic trimester, rhyming abab. It also, like We are Seven, encourages us to view the father ironically and to see his interrogation of his son, something initiated â€Å"in very idleness†, as an adult indulgence, either to fill a moment or to selfishly focus on his own sentiments and emotions. Even though the boy responds illogically, it portrays to us the feelings that Wordsworth might have had during his childhood, as the child doesn't know how to respond to the father it's quite difficult for him. The boy is suffering due to his father's alteration of mood or his complex emotions that are unknown to the child. The poem contrasts the cynicism and selfishness of the father with the physical and mental purity of the child. Time is meaningless anyway to a child's short existence and the poem illustrates how children are corrupted by society and adults. Wordsworth is implying that we should not force logic and rationality on our children, as we must respect their feelings: we are not all the same and that is the key to the mystery and beauty of life. In the last verse it can be seen that the father is the ‘child of the man'. The child can be seen as a symbol of nature, which is common in the three poems of Wordsworth. Overall it can be said, that Wordsworth sees a cynical point of view towards parents, but not towards the mother. It can be also said that the narrator and the father are both male, he could be seen as quite anti-male. He sees children as someone we must delicately take care, as they are our future's generation and happiness.

Canadian Club Whisky Marketing Portfolio

MKTG 111 Group Portfolio Assignment Canadian Club Whisky December 9, 2011 Table of Contents Introduction3 Overview3 Strategic Analysis4 Recommendations5 Competitive Analysis8 Target Market Analysis9 Positioning Statement and Positioning Map10 Marketing Communications Analysis15 SWOT Analysis17 Bibliography18 Introduction The popularity and worldwide success of Canadian Club can be attributed to more than just its great flavour. Review of key marketing components has given an all around understanding of the thought process involved in ensuring the success of this company.These components include, the analysis of the product, pricing, competition, target market, position within the market, distribution, marketing communications, strengths, weaknesses, opportunities, and threats (SWOT). Overview Overall, Canadian Club’s marketing operation is effective, drawing from its classic image. The product’s target market is primarily males, aged 25-35, living in urbanized regions, with an $80,000 to $100,000 salary. Canadian Club offers a smooth taste with the industry standard potency in comparison to its competitors. The product is priced slightly below average at $24. 0 for 26 oz (LCBO, 2011). In Canada, it is mainly distributed through Crown corporations and is available at any licensed establishment, along with its competitors. Canadian Club has promoted itself as a classic beverage for mature, yet adventurous adults and has focused a great deal of attention on its unique history, in advertising and promotions. The marketing efforts of Canadian Club are unique to their competitors and have resulted in world records, including the world’s longest running international advertising campaign, and the world’s longest running promotion (Canadian Club, 2011) (Hide-A-Case, 2011).As a result of this, Canadian Club has seen an increase in sales and attention in the media. Strategic Analysis The face of Canadian Club has changed drastically over the p ast number of decades. It has fallen from its position as premium liquor to a cheaper alternative. The distribution of Canadian Club does not differentiate from its competitors due to legal restrictions and is available anywhere that liquor is sold in Canada. What sets Canadian Club apart from its competitors, however, is the price. Canadian Club is of high quality, yet their prices are set low.This gives the impression that it is of poor quality, which is damaging to the brand. Whiskies like Jack Daniels and Jameson have been successful with marketing their brands as the â€Å"cool† whiskies. Jack Daniels gained popularity after it became the drink of choice by the men of HBO’s Entourage, a show that depicts the glamourous lives of current celebrities. Canadian Club is beginning to see a comeback as a result of their sponsorship with motorsport events and illuminating their history as the whisky of choice in the 1920’s (Canadian Club, 2011).In addition to this, Canadian Club has also had the world’s longest running international advertising campaign (â€Å"The Adventure Series†) as well as the world’s longest running promotion (â€Å"Hide-A-Case†), which make their marketing efforts unique to their competitors (Canadian Club, 2011). Recommendations Canadian Club is on the right track with their recent work, highlighting their history. With television shows like Boardwalk Empire and Mad Men (both of which have promoted Canadian Club), past era themes are at the height of their popularity.This promotion can spark a new interest in people seek a similar image of old-time class (Kent, A, 2011). In the â€Å"Damn Right, Your Dad Drank It† Campaign, Canadian Club has promoted the whisky as the preferred drink to the consumers’ fathers. This promotion was very successful in bringing Canadian Club back into the spotlight in advertising. On the whole, their approach to bringing â€Å"old-school† bac k, has proven to be very successful and should be continued (Damn Right, 2009). Originally marketed as a premium liquor, Canadian Club now sets their pricing below average of liquor industry.In taste tests, Canadian Club has surpassed competitors like Crown Royal and Jack Daniels and its price should reflect this. By Marking up its price from $23. 40 for a 26 oz bottle to approximately $30. 00, consumers will observe Canadian Club to be of higher quality and value. It is highly recommended that nothing be changed about the product itself. In order to maintain its classic status, the bottle, labeling, flavour, and production process should remain true to its original state. Changing the bottle and labeling of Canadian Club may also result in being poorly received by current customers and Canadian Club may lose sales.As a result of strict Canadian liquor distribution laws, there is very little that can be done or can be recommended in terms of determining the placement of Canadian Clu b. Canadian Club is available in any licensed store and most bars across Canada (LCBO, 2011). To establish a future customer base, creating and promoting a unique new cocktail menu featuring Canadian Club as the cocktail base would be effective. There have been many Boardwalk Empire inspired cocktails created with Canadian Club Whisky, that can be made up into a small booklet, sold with a 26 oz bottle of Canadian Club.Some of these drinks include the Boardwalk Manhattan, the Tea-Totaller Teaser, and the Top Hat (Loughlin, C, 2010). Teaming up Canadian Club and HBO’s Boardwalk Empire with a new contest promotion would work beneficially for both parties. A four-day trip to Atlantic City, the setting of Boardwalk Empire, as well as the location where Canadian Club was smuggled into America during Prohibition would be an excellent promotion. This would encourage fans of both, the television show and the whisky, to participate, while also reaching out to potential customers.While it is common to find winter bundles, Canadian Club should make summer themed bundles as a way of promoting it as more than just a â€Å"cold weather† beverage. With new mixed drinks that are incorporating Canadian Club, it is recommended that they create bundles that include merchandise like t-shirts, baseball hats, and aviator-style sunglasses. Canadian Club has been granted royal warrants of Queen Victoria, King Edward VII, King George V, King George VI, and Queen Elizabeth II (Canadian Club, 2011). Creating an advertising campaign, reflecting on this would be effective.The campaign could go in one of many directions. For example, they might choose to use classic imaged with Canadian Club bottles superimposed nearby, or by using attractive, royal-themed artwork, depicting Canadian Club as a drink fit for royalty. Canadian Club has received a great deal of attention from their unique and long-running Hide-A-Case promotion. With still a number of cases that have been hidden a round the world, still unfound, there should be more marketing efforts to draw attention to this with more clues, and possibly, additional hidden cases. Competitive Analysis Target Market AnalysisTarget Market Profile| Categories| Variables| Typical Breakdowns| Geographics| Region| Ontario, British Columbia| | City or census metropolitan area (CMA) size| 1,000,000-4,000,000| | Density| Urban| | Climate| Cold, warm| Demographics| Age| 25-35| | Gender| Male| | Family size| 1-2, 3-4| | Stage of family life cycle| Adult single, adult married, no children, young children| | Income| $80,000-$100,000| | Occupation| Professional, managerial| | Education| College/university graduate| | Ethnic background| Caucasian, Asian, African-American, Hispanic| | Home ownership| Own home, rent home|Psychographics| Personality| Adventurous, mature, extraverted| | Lifestyle (Goldfarb Segments)| Fun, social, easy-going, friendly| Behaviouristics| Benefits sought| Entertainment, relaxation, socialization| | Usage rate| Medium user| | User status| Regular user| | Loyalty status| Medium-strong| Positioning Statement and Positioning Map Canadian Club Whisky is positioned in the alcoholic beverage market as smooth, pure, high quality whisky. This product is ideal for those who enjoy an adventurous and sociable lifestyle. It focuses on its revolutionary length of aging, bringing a higher quality of whisky. | | | | | | | | | | | Potent| | | | | |   | | | | | | |   | | | | | | | | | | | | | |   | | | | | | |   | | | | | Smooth|   |   |   |   | Harsh| | | |   | | | | | | |   | | | | | | |   | | | | | | |   | | | | | | ? |   | | | | | | |   | | | | | | | Weak| | | | | | | | | | | ?| Canadian Club Whisky| | | | ?| Jameson Irish Whiskey| | | | ?| Crown Royal Whisky| | | | ?| Jack Daniel's Tennessee Whisky| | | | ?| Smirnoff Vodka| | | | ?| Budweiser Lager| | | | Product Analysis Core product| Actual product| Augmented product| * The consumer may experience a feeli ng of relaxation and excitement, which creates an atmosphere of enjoyment. * A branded product; a liquid beverage within a bottle, covered with a label. | * Able to be exchanged bottle for a recycling refund. | Pricing Analysis Pricing Strategy Price: $24. 40 750 ml bottle Demand-Oriented Pricing Bundle – For seasonal holidays, Canadian Club sells bottles bundled with rock glasses for a higher price than a regular bottle, however the glasses offer a greater value to the bundle. Penetration – The average price of a 750 ml bottle of spirits is $26. 00. Canadian Club is sold at a cheaper rate to be more appealing to consumers. Competition-Oriented PricingBelow Market – Most spirits are sold for a higher price than Canadian Club. This gives Canadian Club an edge against the competition. Competitive Pricing Analysis | Canadian Club| Jameson| Jack Daniels| Crown Royal| Smirnoff| Budweiser| LCBO| 24. 40| 30. 30| 29. 85| 34. 45| 24. 45| 23. 50| SAQ| 21. 99| 30. 25| 29. 99| 29. 99| 23. 25| 22. 50| Liquor Mart| 24. 99| 27. 85| 27. 25| 26. 99| 22. 99| 22. 32| BC Liquor| 23. 75| 32. 99| 29. 99| 27. 99| 24. 99| 27. 29| NSLC| 26. 98| 30. 99| 29. 99| 29. 99| 26. 98| 25. 79| Liquor World| 23. 85| 32. 95| 27. 25| 34. 85| 22. 95| 23. 85|Distribution Analysis Distribution Strategy Canadian Club is distributed in all provinces/territories exclusively. This is due to strict laws set out provincially that control the sale and distribution of alcoholic beverages. Most provinces and territories have kept total or near-total control over the sale of liquor. Quebec and Alberta have managed their own municipal liquor stores, yet have allowed liquor sales in some retail stores. Distribution Channels Government-Owned Liquor Store (LCBO) Producer (Beam Inc. ) Producer (Beam Inc. ) Consumer Consumer Retailer (LCBO) Retailer (LCBO)The most popular distribution channel in Canada is the number of government-owned liquor stores, province-to-province. Few provinces have alte rnative channels for distributing hard liquor. Because this channel is strictly controlled by the government, the product goes directly into the retail stores from the producer. It is then available to the consumer. This retail store also acts a wholesaler to private retailers and businesses. Private Liquor Store (Liquor Mart) Producer (Beam Inc. ) Producer (Beam Inc. ) Wholesaler Wholesaler Very few private liquor stores are in operation in Canada. The liquor goes rom the producer to the wholesaler which is also the government-owned retail stores like LCBO. The private retailer must purchase their liquor from their provincial liquor wholesaler for resale to the consumer. Private retailer Private retailer Consumer Consumer Private Online Retailer (Whisky Exchange) Wholesaler Wholesaler Producer (Beam Inc. ) Producer (Beam Inc. ) Similar to private retail stores, online stores must go through the same distribution process. This means purchasing from the government-controlled wholesal er before direct resale to the consumer online. Online retail Online retail ConsumerConsumer Private Business (Fox and the Fiddle Pub) Producer (Beam Inc. ) Producer (Beam Inc. ) Government-controlled retail Government-controlled retail The distribution of Canadian Club to business is strictly controlled by the government. As such, businesses are only entitled to purchase their liquor from government-controlled retailers. Industrial user Industrial user Marketing Communications Analysis Public Relations The public relations in The Canadian Club Whisky is approached in a variety of ways. For example the fourth season premiere of  Mad Man  was the first episode that involved Canadian Club whiskey.Cumulative results of that product placement across the season: * Overall Placement Value: $495,200Audience * Reach: 13,755,960 * Overall Audience Retention: 8,671,500 * Positive Feeling from Placement: 933,984 * Influence to Purchase from Viewing: 36,040 They also hold special events suc h as Canadian Club ® Whisky Historic Treasure Hunt; where truly unique treasure hunts, starting in Windsor, Canada at the Canadian Club Heritage Centre, participants will learn more about Canadian Club's rich heritage and could possibly win $100,000.The last method they use is through their website at www. thecanadianclubwhisky. com , where show you the history behind and all there advertisement. Advertising Canadian Club has multiple advertising tools that are used to promote their product. Canadian Club is advertised in a number of ways on television. This includes television commercial advertisements, occasionally running them in movie theatre previews and product placement in hit series like Mad Men and Boardwalk Empire. Magazine advertisements are used as well as posters in subways and billboards.Canadian Club is also connected on online social networking sites such as Facebook and Twitter to allow people to hear news about the product and also voice their opinion. Canadian C lub is also involved in motorsport sponsorship including the Molson Indy, which allows the brand name to get out to thousands of spectators. Advertising is also seen in private business to which Canadian Club gives free merchandise. This merchandise includes coasters, shot glasses, shot glass pads, matts, signs, and clothing.Direct Response Canadian Club sends out sales representatives to bars and clubs in order to promote their product as well as convince the bar/club owner make a purchase or continue purchasing from Canadian Club. The LCBO offers catalogues, based on the season, which establishes a link between the consumer and Canadian Club. On the Canadian Club website, they have a micro-site that divulges their history during Prohibition in connection with the currently airing hit tv-show Boardwalk Empire.On the website, they provide links to cocktails a consumer may make using Canadian Club, educational videos, as well as photos of some of the most prominent Prohibition player s. Sales Promotion Canadian Club received its first royal patronage from Queen Victoria and her husband Prince Albert. Canadian Club has a micro-site that educates customers on its role during the Prohibition. Canadian Club also sponsors F1 driving. Starting in 1967, Canadian Club held a promotion that included hiding cases of Canadian Club all over the world.The public were given clues and to this day, still three cases remain unfound, one being in the North Pole. Location of Factor| TYPE OF FACTOR| | Favourable| Unfavourable| Internal| Strengths * Prominent brand awareness in over 150 countries * Bartenders have been using CC in their drinks since its early years * Legendary, smooth flavor * Flavours are flexible and vary for different preferred tastes| Weaknesses * Price of product(s) may be more than that of competing companies * Monopolies may create high barriers that are hard to overcome, for new companies/products wishing to enter a market (ie.Expanding) * Indirect competiti on from other companies that sell other alcoholic products may take away consumers | External| Opportunities * Growing demand for new flavours and/or access to the brand in more countries around the world * Increasing demand for Whiskey over other alcoholic beverages due to changes in preferences (socio-cultural forces)| Threats * Cheaper products with a similar taste to that of CC * Competition with other alcoholic beverages * Socio-cultural forces may influence consumer preferences| SWOT AnalysisBibliography Official Canadian Club Website. (2011). Canadian Club Import Company. Deerfield, IL. Retrieved December 8, 2011, from www. canadianclubwhisky. com LCBO Retail Website. (2011). Liquor Control Board of Ontario. Retrieved December 8, 2011, from www. lcbo. com Hide-A-Case. (2011). Canadian Club Import Company. Deerfield, IL. Retrieved on December 8, 2011, from www. hideacase. com Canadian Club – Damn Right. (2009). The Arf. Retrieved on December 8, 2011, from http://thearf- org-aux-assets. s3. amazonaws. om/ogilvy/cs/Ogilvy-09-CS-CanadianClubWhisky. pdf Kent, A. (2011, April). Canadian Club – The Unofficial Whisky of Prohibition. Good Food Revolution. Retrieved on December 8, 2011, from www. goodfoodrevolution. wordpress. com/2011/04/19/canadian-club-the-unofficial-whisky-of-prohibition/ Loughlin, C. (2010). Explore Prohibition Cocktails with Canadian Club & Boardwalk Empire. The Intoxicologist. Retrieved on December 8, 2011, from www. intoxicologist. net/2010/10/exploring-prohibition-with-canadian-club-cockt