Research Topics with Explanation Essay Example | Topics and Well Written Essays - 500 words

Examination Topics with Explanation - Essay Example The arrangement of the support of the gathering medical advantage of the worker, at the time the individual in question is on leave, is an additional favorable position in the arrangements of the law. An adjustment in the FMLA, in this manner, will serve equity to representatives who, given these reasons, need to disappear from their work. The law gives 12 weeks unpaid leave of guaranteed security of the employee’s work inside some random a year time (United States Department of Labor, 2010). I picked the theme in light of the fact that among the arrangements in the law are issues that identify with wellbeing. Wellbeing is an important requirement for each representative ought to have a vocation secured leave to take care of wellbeing matters. Given the certainty of the purposes behind the leave, it ought to be a paid leave. The intended interest group is the work division that necessities to make contemplations of changing the law into paid leave (Perritt, 2004). Normalization of guidelines in regards to the utilization of cells telephones while driving is an unavoidable requirement for guaranteeing security in the vehicle area. Drivers of business engine vehicles ought to be dependent upon limitations in the utilization of cell phones while driving. They ought to stand bythe arrangements by the FMCSA. Inability to go along according to the arrangements of the law ought to pull in another exclusion endorse the drive or the business driver’s permit upon different feelings for infringement. Forcing limitations on drivers of engine vehicle transporter identifying with their utilization of cell phones while directing tasks in the interstate trade would additionally reinforce such guidelines (FMCSA, 2010). Wellbeing in the interstates would pick up progress with normalization of guidelines in regards to phone use while driving. Driver-related crashes on the roadways would lessen essentially. Instances of wounds that include these drivers wo uld be low (Wyllie, 2007). I picked this theme due to the expanding worry more than a few lives lost in mishaps including drivers of business engine vehicles. The objective

My Dominant White Culture Essay example -- Cultural Identity Essays

In my way of life, the earth is spotless. We have clean houses, clean network spaces, and clean schools. We will in general keep away from places that are grimy. The lodging is commonly adequate for our necessities, and we have sympathy for those whose living spaces are not appropriate for their way of life. However no individual in my way of life would offer their home or vehicle to somebody who required it more. Appearance is critical in my way of life. The individuals in my way of life are relied upon to dress slick and clean. It doesn't need to be the most recent style, however spotless and flawless is proper. The individuals who do dress in the most recent style appear to order more regard from the others. The individuals who don't dress as per these standards are not excluded yet felt sorry for. As a rule, the hairdos become shorter with age. Most ladies are relied upon to wear make-up, the men are definitely not. Ladies are relied upon to yet not required to have enormous bosoms, thin figures, little highlights (hands, feet, and noses), straight teeth, and a solid tan. Men are normally required to have a level stomach, protruding biceps, thick, full hair, straight teeth, and, obviously, a sound tan. Albeit numerous individuals of my way of life don't fit these pictures, most attempt somehow to accomplish these measures of appearance. The individuals who can accomplish these gauges are normally regarded and worshipped. These individuals are regularly highlighted in the media and met on how they achieved this objective of appearance. Â The language of my way of life is English. Many communicate in different dialects and are regarded for setting aside the effort to do as such. This culture began in Europe and cruised over the Atlantic Ocean. There are a wide range of societies spoke to in my way of life, however we are commonly white an... ...ach day. Â My school encounters were exceptionally different. Huge numbers of my companions originated from societies other than my own. Numerous understudies from varying societies graduated with most elevated distinctions and got grants. They needed to figure out how to try sincerely and to esteem information simply as I did. Tragically huge numbers of us needed to fit in with the form set by the school so as to be effective however. Â School fortifies the qualities predominant in the public eye. In the event that the general public is overwhelmed by one specific culture, at that point each understudy must gain proficiency with those qualities. Fortunately, numerous societies share esteems and thoughts, however tragically, many don't. Strife is the consequence of our decent variety and society, including the individuals who choose the educational programs for schools must settle. Really awful it for the most part doesn't occur, I might want to find out about my neighbors. Â Â My Dominant White Culture Essay model - Cultural Identity Essays In my way of life, the earth is spotless. We have clean houses, clean network spaces, and clean schools. We will in general keep away from places that are filthy. The lodging is commonly adequate for our requirements, and we have sympathy for those whose living spaces are not appropriate for their way of life. However no individual in my way of life would offer their home or vehicle to somebody who required it more. Appearance is critical in my way of life. The individuals in my way of life are relied upon to dress slick and clean. It doesn't need to be the most recent style, however perfect and flawless is proper. The individuals who do dress in the most recent style appear to order more regard from the others. The individuals who don't dress as per these standards are not alienated however felt sorry for. For the most part, the haircuts become shorter with age. Most ladies are relied upon to wear make-up, the men are definitely not. Ladies are relied upon to yet not required to have huge bosoms, thin figures, little highlights (hands, feet, and noses), straight teeth, and a solid tan. Men are normally required to have a level stomach, swelling biceps, thick, full hair, straight teeth, and, obviously, a solid tan. Albeit numerous individuals of my way of life don't fit these pictures, most attempt somehow to accomplish these norms of appearance. The individuals who can accomplish these gauges are generally regarded and worshipped. These individuals are regularly highlighted in the media and met on how they achieved this objective of appearance. Â The language of my way of life is English. Many communicate in different dialects and are regarded for setting aside the effort to do as such. This culture started in Europe and cruised over the Atlantic Ocean. There are various societies spoken to in my way of life, yet we are commonly white an... ...ach day. Â My school encounters were assorted. Huge numbers of my companions originated from societies other than my own. Numerous understudies from contrasting societies graduated with most noteworthy distinctions and got grants. They needed to figure out how to try sincerely and to esteem information simply as I did. Tragically a significant number of us needed to adjust to the form set by the school so as to be fruitful however. Â School fortifies the qualities predominant in the public arena. On the off chance that the general public is commanded by one specific culture, at that point each understudy must gain proficiency with those qualities. Fortunately, numerous societies share esteems and thoughts, yet tragically, many don't. Struggle is the aftereffect of our assorted variety and society, including the individuals who choose the educational programs for schools must settle. Really awful it as a rule doesn't occur, I might want to find out about my neighbors. Â Â

Checking in with EA Applicants

Checking in with EA Applicants Hey there, Early Action Applicant, I just saw Chris post about EA decisions being released next week. And I wanted to check in. If you dont read past this paragraph, just remember one thing: your admissions decision does not in any way reflect your worth. A negative decision does not negate your abilities, accomplishments, and dreams. It doesnt mean you werent good enough for MIT. Like, for real, its not about that at all. A positive decision doesnt guarantee you success, or even lead you to successyou do. MITs nuclear reactor will not give you special powers. Sometimes, students here live for weeks on a deadline-to-deadline schedule, so its hard to take advantage of all the opportunities. Its hard anywhere to achieve your dreams. Its going to be a tough week. Dont feel embarrassed about being anxious, or worry that youre worrying too much. As Ive written before, no oneknows if theyre going to get in (relevant fun fact: MIT doesnt do legacy admissions). So if it helps, think about all the other EA applicants, thousands of them, anticipating the decision with you. A special kind of anxiety is reserved for college decisions (I still remember it well). Good news: next week, at Tau time, you will get instantaneous relief from it. Finally! Ill give you a preliminary reading list of helpful blog posts below, but before that, here are two things that I found most compelling to show you why MIT is not the goal. From The New York Times, Why College Rankings Are a Joke, the external proof that you can do awesome things anywhere. And from a 50 Reflections post from Ben Jones, the Blogfather: 7. I have a list of all the applicants whose stories really changed my life. Every so often I google them to see what theyre up to. I have yet to be disappointed. 8. Some of them didnt get admitted to MIT. Heres what you should read this week (arranged by admission officer class year). Some of these posts are kind of tear-jerkers (they were for me at least), but they will hopefully show you that we care, we meaning both the students and the admissions officers. We care, and we think youre great. Here are 10 people confirming that an admissions decision does not define your worth. I included excerpts from some of the posts, but you should read the full pieces. Also, you should really go through the blog archives to the posts from mid-December. Theres a post every year for EA Applicants like you. Its More Than a Job by Ben Jones I come home each night and tell my wife over dinner how lucky I am, because I never seem to pick boring applications out of the pile. In fact, I tell her, Im inspired enough by the stories I read to think that the world might actually turn out to be okay after all. In March I go into committee with my colleagues, having narrowed down my top picks to a few hundred people. My colleagues have all done the same. Then the numbers come in: this years admit rate will be 13%. For every student you admit, you need to let go of seven others. Of my many favorites this year, there were a few who really got to me, and when they didnt get in, the tears came. Some would call me foolish for getting this wrapped up in the job, but honestly, I couldnt do this job if I disconnected myself from the human component of it. Its my job to present you to the committee; if your dream of being at MIT didnt become my dream on some small level, then really, why am I doing this at all? Others would disagree, but then, others arent me. Bleary-Eyed by Mike Yang 05 The tears then turned to sadness sadness that many of my favorites would not get admitted, and for all the work and effort that was put into the admissions process, wed be able to say yes to so few. Sleep was no relief I tossed and turned all night, as vivid dreams of applicants and admissions decisions continued to flow through my head as my subconscious recounted the days passed and worried about the days to come. Did we admit that kid? What happened to that other person? Did he make it through committee? I hope theres room for her So many of you have poured so much of yourselves, your time, and your energy into the application and the process, and I want you to know that regardless of the outcome, none of that goes to waste. We are all better for having read and heard your stories. So again, I thank you and applaud you all. In Praise of Holistic Admissions by Chris Peterson As Booker T. Washington wrote: Success is to be measured not so much by the positions that one has reached in life, as by the obstacles one has overcome trying to succeed. The idea is best understood with a metaphor drawn from my favorite sport of football: MIT isnt the end zone. Its where you get the ball when you start the next drive. I Challenge You by Anna H. 14 The process of making what you can from a situation doesnt require a specific setting. I would never suggest that its easy to recreate an MIT experience (whatever that even means) because I know that youd never believe me. But I will venture to challenge every one of you those who are admitted, and those who are not to concentrate on what you wanted out of an MIT experience when you applied. Hopefully, it was more than the chance to physically walk down a specific hallway, or take a specific class taught by a specific person. I trust that there were clubs you wanted to join, fields you wanted to explore, dreams you wanted to realize. I challenge you to bring your plans and dreams with you, wherever you end up: to resist abandoning them because youve been accepted and your life is complete, or because youve been rejected and your life is over. To make them happen, wherever you go. You are guaranteed to meet hurdles and obstacles on the way to getting what you want out of college. Not because of where you are, but because of who you are, I challenge you to climb over them, dig through them, beat them down, and not allow yourself to be defined by the school you attend. Reference Frames by Emad T. 14 Now, set one here, at this moment in time. Do you know how hard youve worked up until now? Do you know what youve seen, what you did, how far youve come, and how much youve grown as a result? If you were admitted, you might be thinking, Yes, and it paid off. If you werent, you might respond, Well, what good was it for? If youre on the waitlist, you might not even know. Being accepted, rejected, or waitlisted isnt the end of anything but a phase, which will ultimately pale in comparison to what awaits. Just remember: every one of you worked hard, and you were all exceptional at what you loved to do. Thats why you applied here, why you were seriously considered. Youve touched the hearts and souls of more than one admissions officer here at MIT. If you can do that to just a handful of people, imagine what you can do for the world. Youd know this much better than what I would. Your lives embody persistence, resilience, curiosity, boldness, and hard work. Youve faced moments of uncertainty, and yet youve found great opportunities in them. Youve met challenges, setbacks, and resistance, and in spite of that, youve still achieved in many ways. Youre stressed. by Anna H. 14 Weve been there, too. by Danny B.-D. 15 I was a bit fixated on MIT by this point, and No, hold up. Thats a lie. I was kind of a lot fixated. And I was able to keep it under the surface, until I got that email the week before decisions. I remember my stomach threatening to drop characteristically as I read it. And oddly, I dont really remember much else of that week, other than a general sense of terror-excitement. If youre sitting there, reading this with something between butterflies and hornets, I encourage you to stand up, shut off your communication devices, make a playlist, and go out for a long walk. Your air may not be as crisp, and your decisions are released earlier than ours were, but Im willing to bet that some fresh air and a fresh perspective would do you some good. Dear Prospective 2020s by Ceri R. 16 Youre going to be okay. It may not feel like it right now, if youre a bundle of nerves and it feels like your future is riding on this EA decision. It may not feel like it if you get in, and youre not 100% sure this is the right school for you but you have external pressures to comMIT. It may not feel like it if you get deferred or rejected, and your confidence is shattered and your heart is bruised and you need to pick yourself up and redraw your lifes trajectory for the next couple of months. But its true; you will be okay. Take some time today (and every day) to breathe, to talk to someone you care about about their day or yours. Remember there is life outside a college decision, or a career decision, or any one email. Try to be present in your current life, and try to remember to take care of yourself because you cant keep pushing that into the future. Ive tried, and its not pretty. Coping with Anxiety by Rachel D. 16 An Open Letter to MIT Applicants by Ceri R. 16 Promise me you wont worry about other applicants or what other people say about how impossible your dreams are or application stereotypes. Dont allow MIT to become an all-consuming dream because people can have just as enriching college experiences elsewhere. Some of my very fondest college memories have been drinking tea and talking with my friend at Brown, believe it or not, since the MIT bubble can become stifling after a while. You will find your community of people, as long as you have the courage to go looking for them. Life works in crazy ways so, please, dont panic. 3 I Was Deferred by Rachel D. 16 My Two Cents by Erick P. 17 Dear Applicant by Yuliya K. 18 Dont Worry. Really, Dont. In the end, you dont pick a college, but the college picks you, and the selection often has little to do with your merits as a learner and a person. I discovered this from rejections. It became clear in those sombre moments that what I had assumed about myself and the rejecting college was wrong. We were not, in fact, meant to be. Im at MIT now, and Ive met more kindred spirits than ever before. Here, I am certain to receive support and resources for collaboration. When you are choosing, dear Applicant, do it not because of the excellent programs, but because of the people who will help you reach your full potential. Eventually, you will find the perfect fit. If not, try again. Dear High School Senior by Fiona M. 20 (Chalk masterpiece from the Harvard Square MayFair) Post Tagged #Early Action

The Term Limits Movement For State Legislatures - 1665 Words

Abstract: The term limits movement for state legislatures has been gaining momentum. Fourteen states adopted limit initiatives in 1992. The goal of this final paper was to determine the factors that have contributed to the growth of the term limits movement. Much background research was conducted to determine the characteristics of the movement. Past research suggested several apparent reasons for the growth of the movement. These reasons included the existence of direct initiative, rates of legislator turnover, incumbency, regional political culture, citizen involvement, and the influence of interest groups.The overall questions for the project were to evaluate the factors which may have affected the movement. Including: what factors have influenced the growth of the term limits movement? In order to answer this question several hypotheses were tested for factors which have been used to explain the movement. The overall research conclusion was that the only explanatory fa ctor for the growth of the term limits movement was the existence of the direct state initiative. The other factors include the regulation of the congressional developments. More states would have term limits if they had the power of initiative and term limits will likely be restricted to states which have this power, however, they should be placed in congress. In both the State and Federal legislature there is a need for term limits to better regulate the symposium and its outcomes.Show MoreRelatedAnti Bds Legislation On The United States1237 Words   |  5 PagesAnti-BDS Legislation in the United States Since February 2013, a series of bills and resolutions opposing BDS activism have been passed by state legislatures in Florida, Illinois, Indiana, New York, New Jersey, Pennsylvania, South Carolina, and Tennessee, and by Congress. Bills and resolutions opposing BDS activism have also been proposed in California, Maryland, and Ohio. It is possible that similar legislation will be proposed in other states. State legislatures that have passed anti-BDS legislationRead MoreThe 17th Amendment: The Case for Repeal Essay examples1516 Words   |  7 Pageslandscape and weakened the U.S. Constitution by allowing Senators to be directly elected by popular vote instead of by the legislatures of the states they represent. This Amendment was a byproduct of the Democratic Progressive movement. It was believed by some that it would correct the procedural issues and perceived political corruption associated with the election of state Senators to Congress. 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These thinkers had many different thoughts and views on people and the way they act, and views on the government. Two well-known and most influential thinkers ofRead MoreThe Cost Instrument Of The Government1693 Words   |  7 Pagesbusiness imperfections. Those administration ought to further bolstering detract steps with review those assets that are greatest yield same time utilizing those least information. Steps ought to make taken that must a chance to be productive for long terms. The sudden passing in any case short result of whatever issue may be expense inadequate. The cost instrument depicts that approach toward which a huge number of choices made Eventually Tom s perusing regulars What s more organizations system shouldRead MoreClimate Change Is A Terrible Problem1220 Words   |  5 PagesBig Polluter Agenda Climate change is a terrible problem, and it absolutely needs to be solved. It deserves to be a huge priority (Bill Gates). As we progress as unified communities, nations, states, cities, etc., we contribute to either a solution or to the problem. Our current government has intents to help these environmental issues yet like any other foreign policy there are two sides to every issue. By definition of foreign policy, which is the articulation of national interests and the meansRead MorePolitical Science Of Political Sabotage Or Dirty Plans Essay1719 Words   |  7 PagesRatf**ked is a term used in political science to describe political sabotage or dirty plans. David Daley, in his book of the same name, describes Republicans incentives in 2010 to take control of state legislatures and control congressional redistricting processes. Republicans were then able to take redistrict in favor of a republican controlled congress being elected. This plan was entitled The Redistricting Majorit y Project or REDMAP (Daley 2016). After the 2008 election, the future of the

Summary Of Malcolm X Eyes On The Prize - 994 Words

W.E.B. Dubois. Malcolm X. Eyes on the Prize. What do these three things have in common? They are key pieces to the expansive puzzle of Black History in the United States. They were also first introduced to me during my senior year of high school. In an elective history class, I received a brief introduction to African American history from the Civil Rights era onward. The course ended up being very informative, however, it invoked more questions in me than it provided answers. I thought that this was an informational course, but there were still questions that I had. Once I enrolled in African American Studies at the college undergraduate level, I discovered why this was. The ugly truth about my education was that I was not being taught the whole history of the United States. In my classes, historic tales were being told. Beginning with Once upon a time on the Nina, Pinta, and Santa Maria came the settlers along with their servants indentured and otherwise to Jamestown, and ending with Martin Luther King Jr. and the Civil Rights movement left gaps, no, canyons, that needed to be filled. To get a glimpse of what I had been missing in History class for the past twelve years was overwhelming, especially since it often required me to alter my thinking about my world; the events and people in it. I often asked my family members about their time in high school, especially since many of them attended during the first classes of racially integrated schools. 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Alcohol Promotion and the Marketing Industry Free Essays

Julie A. Novak International MBA Student York University Prepared for The Association to Reduce Alcohol Promotion in Ontario September 2004 Working to Reduce the Impact of Alcohol Advertising Acknowledgements ARAPO wishes to acknowledge the effort and contributions of the following individuals to this paper: Tom Appleyard, Alcohol Projects Manager, Ontario Public Health Association Ben Rempel, Alcohol Projects Consultant, Ontario Public Health Association Pat Sanagan, Co-Chair, Association to Reduce Alcohol Promotion in OntarioJulie A. Novak is an International MBA student, studying through the Schulich School of Business at York University in Ontario. We will write a custom essay sample on Alcohol Promotion and the Marketing Industry or any similar topic only for you Order Now Julie has also completed her Master’s Degree in Political Science at the University of Toronto, and a Bachelor of Science Degree from the University of Victoria. She has held positions in Public Policy in such places as Moldova and Geneva.This paper examines current marketing trends in the alcoholic beverages industry that can impact the public’s health and safety. It is important for public health organizations to be aware of trends common to the industry; this will inform and bolster their efforts as watchdogs to manufacturers and retailers of alcohol.The analysis describes the critical elements of the marketing mix, and makes a clear distinction between advertising and marketing. Advertising is an important part of the marketing mix; however, there are several other tactics and tools employed by marketers in the industry to influence consumer behaviour and to build strong brands. The paper reviews current trends in the alcoholic beverages industry generally, drawing specifically on some examples from the global beer industry.In the fight to increase market share, marketers will alter their marketing strategies in response to indust ry trends, seeking synergies that may exist between sponsorship and promotion. The paper also discusses the use of bottle labels for marketing alcohol products as an example of the overlap of product and promotion. This leads into a discussion of the relationship between advertising and packaging and how they are used to encourage selection of certain brands over others. Advertising trends, such as sexually explicit content and low-carb and health conscious media messages are also addressed.These are variables in the marketing mix. The last section discusses the current guidelines concerning marketing and promotions and the position taken by various public health groups such as ARAPO (Association to Reduce Alcohol Promotion in Ontario) in response to the current trends and tactics used in alcohol marketing and promotion with specific attention to recommendations to regulators. 1 1. 0 INTRODUCTION The Canadian alcoholic beverages industry includes brewers, wine producers and distilled spirits manufacturers. Molson Inc. s the oldest beer brand in the Canadian brewing industry and a global brand name with products that include Molson Canadian, Molson Export, Molson DRY, Rickard’s, and Brazilian beer brands Kaiser and Bavaria. Total net sales for Molson in 2004 – year ending March 31 – were $2. 5 billion. This amounted to annual profits of $2. 37 million1. Another Canadian favourite is John Labatt Ltd. , which is owned by the Belgium-based company Interbrew. The second largest brewer by volume worldwide, Interbrew owns a portfolio consisting of, among others, Stella Artois, Carling, and the popular Labatt line of beers.In 2003, Interbrew recorded a gross profit of â‚ ¬3. 6 billion, which resulted in a net profit of â‚ ¬505 million, after spending an incredible â‚ ¬1. 3 billion on sales and marketing2. The other three major players are Sleeman Breweries, Big Rock Brewing Income Trust, and the Brick Brewing Co. Sleeman, a specialty brewed premium craft beer, recorded annual sales of $1. 85 million in 20033. Big Rock Brewing Income Trust recorded net sales of $28 million in 20034. The Brick Brewing Co. , responsible for Formosa and Red Cap brands among others, recorded gross sales of $11. million for the second quarter of 2004. This resulted in a record net income of $832,000 over a three-month period5. The Association of Canadian Distillers is the national trade association representing Canada’s major distillers. The distilling industry has been estimated to generate $2. 6 billion worth of economic activity. Distillers include, among others: Bacardi Canada Inc. ; Canadian Mist Distillers, Ltd. ; Hiram Walker Sons, Ltd. ; Corby Distilleries, Ltd. ; Diageo Canada, Inc. ; and Schenley Distilleries Inc.These distillers produce popular spirits including Brandy, Gin, Cognac, Vodka, Rum, and the ever-popular Canadian Whiskey, Canada’s most established domestic and exported distilled spirit. Since 1840, there have been over 200 whiskey distilleries operating throughout the country, as Canada has gained recognition as a producer of high quality whiskey. This reputation has resulted in billions of recorded sales for the Spirits industry. For example, Diageo recorded sales of US$ 15. 6 billion in 2003. Domestic and imported spirits sales for 2003 were recorded at nearly 15 million cases (12 – 750 ml. ottles)6. The Canadian Vintners Association is Canada’s national association of vintners, representing 34 wineries and producing about 90% of Canada’s total wine production and export. Winery members include, among others, Jackson-Triggs, Peller Estate, and Hillebrand Estates. Total Canadian wine sales for 2002, was 267 million litres7. Molson Annual Report (2004). Interbrew Annual Report (2003). 3 Globe Investor (2004). 4 Big Rock Brewing Annual Report (2003). 5 Just-drinks. com (2004). 6 Association of Canadian Distillers (2004). 7 Canadian Vintners Association (2004). 1 2 1. 1 Marketing – A Definition The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller; marketing on the needs of the buyer8. According to the Business Knowledge Center, â€Å"the Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs better than the competition. †9 Additionally, despite misconceptions, marketing is not always advertising. In fact, advertising comprises only a small part of the overall marketing mix.The variables of the marketing mix will manifest in unique ways depending on industry characteristics as they are heavily influenced by local and global industry trends. 1. 2 Building Brand Community Building brand loyalty is key to the success of the marketing concept. Developing and exploiting crucial relationships among the customer and the brand, the customer and the firm, the customer and the product in use, and among fellow customers10 is a strategy that leads to a belief that the buyer is part of a specific brand’s â€Å"community†.These relationships are important because they enable marketers to create brand loyalty and customer retention, which yield the promise of long-term profitability and market share11. Like a social community, the brand community tends to be identified on the basis of commonality or identification among its members12. The brand community members identify through devotion to particular brands or consumption activities, which are connected to other symbols in the marketplace13.For example, a product that is endorsed by a popular celebrity or professional athlete will appeal to certain brand communities or target markets, but not all. Responses to marketing influences may be cognitive, emotional or materi al in nature and, ultimately, customers will value their relationships with their branded possessions and with marketing agents14. The basis for community identification can be on wide-ranging commonalities that are difficult to detect. The stability of a brand community through time is an asset to marketers inasmuch as longevity equates with a stable market.Additionally, if marketers are able to successfully identify where a potential brand community exists, they can use it to bolster their marketing efforts and build brand loyalty. Furthermore, marketers will tailor their strategies such that they resonate with particular existing communities. If used effectively, this knowledge can be a powerful tool for marketers, as they will have greater insight into some of the motivations behind consumer behaviour. 1. 3 Global Alcoholic Beverage Perspective It is impossible to discuss the Canadian alcoholic beverages market without considering the global perspective.In particular, the global beer industry is facing increasing pressures 8 Levitt (1986). Business Knowledge Center (2004). 10 McAlexander et al. (2002). 11 Ibid. 12 Ibid. 13 Ibid. 14 Ibid. 9 3 of internationalization and consolidation, which are both the result and the cause of industry-wide mergers, acquisitions, partnerships and strategic alliances. Facing low prospects for volume growth in mature, developed markets and increasing competition, brewers continue to seek growth through acquisitions of other brewers or by aggressive participation in developing markets15.Indeed, the top ten brewers worldwide now account for more than half of the entire world’s beer, which is an industry first16. Given the lack of volume growth opportunities in the North American market, the industry trend of increased marketing and advertising spending continues as companies try to differentiate their brands in a highly saturated market. Not only is the market saturated, but the marketing media are cluttered. In order to achieve standout in a cluttered industry, breweries continue to develop creative ideas that generate excitement around their brands.Smaller breweries, in particul ar, try to increase brand recognition through provocative or racy ad campaigns since they cannot hope to compete on the same scale as their larger competitors with respect to the total amounts spent on marketing and advertising. 1. 4 The Marketing Mix It is important to understand all of the variables that comprise the marketing mix, or the 4Ps of marketing: Product, Price, Place and Promotion. The 4Ps are the variables that marketers can control in order to best satisfy the customers in the target market17.First, the product is the physical product or the service offered to the consumer, which can include additional services or conveniences that are part of the offering. Marketers can adjust certain product characteristics such as the functionality, appearance, packaging, brand, quality and service. The second variable, price, reflects company considerations such as profit margin and competitor pricing, including discounts. Third, place refers to the decisions associated with channels of distribution that act as a means of reaching the target consumers. This includes the channel members along the supply chain, market coverage and the various service levels. Finally, promotion decisions are all those that relate to communicating and selling the product to potential customers. These may include advertising, personal selling, media, public relations and budget. Thus, marketing is a multi-dimensional function that yields a variety of effects. In the alcoholic beverages industry, a mature and highly competitive market, companies experiment with their marketing strategies regularly.The focus of this paper is primarily on promotion and product and, specifically, how these two variables are manipulated in tandem by marketers to create powerful marketing strategies. 15 16 Todd (2004). Ibid. 17 McCarthy (1975). 4 1. 5 The Impact of Advertising on Consumption and Related Problems Alcohol advertisers use effective advertising techniques to reach the youth market. Such techniques link alcohol to physical attractiveness and sexiness, promote age identification through the use of spokespeople, and use humour, music and popular culture icons18.In 2002, $160 million was spent on alcohol advertising in Canada19 and alcohol appears in approximately two thirds of all programs watched by Canadian teens at an average rate of 8. 1 drinking references per hour20. The consequences of alcohol advertising on public health and safety are considerable. Alcohol use plays a substantial role in all three leading causes of death among youth – unintentional injuries (including motor vehicle fatalities and drowning), suicides and homicides21.Alcohol advertising is linked to patterns of heavy drinking, drinking in dangerous situations and deaths from alcohol-related motor vehicle crashes22. In one study, the chances of drinking alcohol rose by nearly 10% for teens who watched an extra hour of regular television programming per day23. 2. 0 CURRENT MARKETING TRENDS 2. 1 Synergies Between Promotion and Sponsorship Currently, a dominant trend in the alcohol industry is a link between promotion and sponsorship. Companies are attempting to capitalize on the ynergy that exists in this area as they move deeper into the global arena to achieve a greater return on their marketing expenditures. The term synergies denote opportunities for collaboration in which the result that can be achieved is greater than the sum of the individual efforts. An example is the positive spillover of media exposure that results when a brand becomes the official sponsor of an international sporting event, especially one with wide television coverage. In effect, this amounts to a cost-effective marketing campaign for the sponsoring company, assuming the outcome is consistent with the overall brand identity.Another factor contributing to the drive for synergies is the seasonality of this industry. Manufacturers prepare for the summer beverage-selling season by ramping up production, increasing their marketing and seeking sponsorship deals, which act as promotional vehicles for new launches and summer products. Sponsor ship agreements with internationally recognized sporting events help to enable a brand to stand out among the clutter. McKenzie (2000). AC Neilson (2004). 20 Robinson et al. (1998). 21 AMA (2003). 22 McKenzie (2000). 23 Robinson et al. (1998). 19 18 2. 1. 1 Sports Sponsorships Alcohol manufactures are increasingly seeking contracts for official sponsorship of highprofile sporting events as they realize the opportunities for synergies between promotion and advertising. The Canadian Code of Advertising Standards, produced by Advertising Standards Canada states: â€Å"products prohibited from sale to minors must not be advertised in such a way as to appeal particularly to persons under legal age. [And] people featured in advertisements for such products must be, and clearly seen to be, adults under the law24. High profile sports sponsorships with a heavy advertising component risk being in violation of this regulation. Two of the major international sporting events in Canada, the Roger’s Cup in Montreal and the Tennis Master’s Series in Toronto are sponsored by breweries. Sleeman is the official sponsor of Tennis Canada in Montreal; Heineken, which is part of the Molson portfolio of brands, is the sponsor in Toronto. The situation in Canada reflects a global trend. In late 2003, Heineken signed a deal with the British Olympic Association (BOA) for exclusive sponsorship rights.The deal is part of a â‚ ¬50 million global investment by the brewer25, giving the company exclusive rights to the BOA logo. Sponsorship deals are considered an opportunity for alcohol manufacturers to establish global brand recognition in a competitive industry. With huge budgets behind sponsorship deals, and the wide international exposure that results, it is very difficult for watchdogs to monitor the visibility of alcohol brands. The clientele and audiences at sporting events such as the Olympics are of all ages, youth included.Therefore, limiting exposure of beer ads only to legal age consumers is nearly an impossible undertaking. In April of 2004, NASCAR (National Association for Stock Car Auto Racing) in the US was strongly considering changing its policy to allow hard-liquor brands to sponsor teams in its top tier Nextel Cup Series26. Though such a move could alleviate sponsorship problems for some drivers, it could threaten NASCAR’s desire to become more family friendly. With this in mind, NASCAR rejected Diageo’s bid to become official sponsor.This move did not prevent Diageo from landing a sponsorship deal: the company secured a top sponsorship contract for its brand Crown Royal. Crown Royal was signed to be the title sponsor of the International Race of Champions (IROC), one of the NASCAR events. This marked the first time a hard-liquor marketer was allowed a title sponsorship for any sport, although Diageo’s Smirnoff Ice Triple Black brand has sponsored individual drivers. However, when Diageo’s Crown Royal brand signed on as the title sponsor for the IROC series in January, NASCAR reiterated its ban on sponsorships from hard liquor and chewing tobacco companies.NASCAR has a long history of partnering with beer marketers for races, but accepting hard-liquor brands would be a complete reversal of NASCAR’s position. Such changes in sports sponsorship have vast implications for industry players, marketers and public health groups. In the case of Diageo, the sponsorship deal is one step toward 24 25 Advertising Standards Canada (2004). Anonymous (a) (2003). 26 Thomaselli (2004). p. 1 6 the achievement of the company’s long-term goal of leveling the marketing playing field with beer. 7 As an example, with the three-year deal, Crown Royal will have extensive television exposure, since IROC just sealed a one-year TV pact with Speed Channel, a cable subsidiary of News Corp. ‘s Fox28. Such exposure is difficult to track and, thus, even more difficult to regulate. Although spirits have so far been prohibited from becoming sponsors, hard-liquor companies can, and have, used their malt beverage products or RTD (Ready to Drink) products29 as sponsors. Diageo’s Smirnoff Ice, for instance, is one of the sponsors of driver Matt Kenseth, last year’s NASCAR champion. . 1. 2 Promotion and the Entertainment Industry Another advertising tactic used by liquor companies is cross-promotion with the entertainment industry. This could include joint promotional campaigns between film studios and alcohol brands or between liquor companies and music tours and concerts. An example is the recent collaboration between Adolph Coors Co and Miramax’s â€Å"Scary Movie 3†, which was released at the end of 2003. Coors not only advertised around the promotion of this film, but it also had its spokeswomen, the Klimaskewski twins, appear in the film itself30.This technique is another way for companies to realize synergies in marketing and promotion, as there exists the potential to reach a broader audience than could be reached through a simple television commercial or magazine ad. In this case, Coors was attacked by the Marin Institute – a public health and safety group – for its involvement in the film promotion. The Marin Institute accused Coors of defying the alcohol industry’s guidelines by promoting its connection to this film31. Given the PG-13 rating of the film, there was no way of ensuring that under-age viewers were not exposed to the ads.In the music industry, there are many examples of activities involving cross-promotional campaigns with alcohol companies. These campaigns are used to achieve synergies from the combined effect of promotion and advertising. Molson Canadian uses this technique regularly, teaming up with Napster to provide music downloads and other special music offers. The company launched a campaign contest that involved the giveaway of a â€Å"Molson Canadian Rocks Summer Soundtrack, as well as weekly chances to win concert tickets†32. Trends in promotion and sponsorship in the alcohol industry are of concern to public health groups because they have the ability to reach a wide audience, with little or no regulation. Other forms of promotion and sponsorship exist, however a description of each is beyond the scope of this paper. 27 MacArthur (2004). Ibid. 29 RTD: Ready-to-drink alcoholic beverages, such as Smirnoff Ice and Mike’s Hard Lemonade. 30 MacArthur (2003). 31 Ibid. 32 Molson Insider (2004). 28 7 3. 0 ALCOHOL MARKETING AND THE INTERNET Alcohol companies are using digital marketing as a medium.The Center for Alcohol Marketing and Youth (CAMY) in the US found that alcohol company websites have sizeable youth audiences and contain content that is attractive to youth33. In particular, games, cartoons, music and a variety of high-tech downloads fill many of these sites. In addition, programs designed to allow parents to block their children’s access to these sites often fail to do so34. In fact, fifty-five alcohol websites tracked by comScore Media Metrix during the last six months of 2003 had almost 700,000 in-depth visits from underage persons35. Alcohol websites continue to be a cyber playground, with many features attractive to youth36. CAMY executive director Jim O’Hara identifies content such as customized music downloads, instant-messaging accessories and games including putt-putt golf, football and spin the bottle37. A recent website probe done by the Federal Trade Commission’s (FTC) Division of Advertising Practices in the US found that both Coors and Anheuser-Busch have sites with downloadable music, online games and ring tones38.In fact, as teens start to log more hours surfing the Web than watching television, CAMY and other groups are calling for more regulation on the largely unregulated medium. Jim Hacker, director of the Alcohol Policies Project at the Center for Science in the Public Interest, asserts, â€Å"The industry should remove themes, music, language and attractions that clearly appeal to underage people. †39 A key issue for health and safety groups is the ease of foiling the age re quirement for viewing beer company websites.An age bar is supposed to weed out youngsters who find the sites attractive, but the investigation discovered that online forms can inadvertently â€Å"tip† kids to fill in fake answers. The trade journal Brandweek visited two websites, Coorslight. com and Budweiser. com and was able to enter several fake birth dates from the same computer, gaining access each time40. When questioned, John Kaestner, VPconsumer affairs at Anheuser-Busch, said the brewer had followed federal guidelines in its age-check system. Other websites attracting attention from the FTC are Bacardi. om, Skyy. com and the Anheuser-Busch site BudLight. com, according to a study by CAMY 41. The claim is that these sites had the highest percentage of underage people making an in-depth visit during the second half of 2003. The findings, which were released in March 2004, showed that 59 percent, 47 percent and 34 percent of visitors who looked at three or more pages on those previously mentioned sites were underage42. Overall, minors initiated 13. 1 percent of in-depth visits to the 55 branded alcohol sites included in the study. 33Center for Alcohol Marketing and Youth (2004). Ibid. 35 Ibid. 36 Mack (2004). 37 Ibid. 38 Edwards (2004). 39 Ibid. 40 Ibid. 41 Ibid. 42 Ibid. 34 8 This trend is especially worrying for public health and policy groups since the Internet knows no boundaries, and its content is therefore very difficult to regulate. Alcohol advertising on the web and music downloads have the power to reach all Internet users around the world, of any age. 4. 0 -THE ROLE OF LABELING AND PACKAGING IN ALCOHOL MARKETING The alcohol industry relies heavily on the use of labeling and packaging as a irectmarketing tool in the promotion and differentiation of its products. One of the obstacles facing design marketers is that while standout is paramount, they are all starting with the same structure: a simple bottle or can43. Since it is not possible to have a vastly different pack, companies differentiate themselves with creative labels or packaging. Marketers in the alcohol industry aim to create synergies among label designs, packaging and advertising, such that the overall brand image more quickly achieves wide recognition.The intended result of this coordination is a more effective and integrated means for alcohol companies to communicate with their consumer base, thus encouraging the selection of their product over another. If the product already has a strong brand identity, it is not critical to feature the pack in the ads. In this case, the advertising may be used to communicate other elements of the brand message to create the desired reputation and image with the target audience44. On the other hand, including a shot of the bottle in ads will enhance brand awareness at point of sale and ensure a more integrated approach to branding45.Approximately 60 percent of people in bars and pubs have not decided what drink they want until after they get there46. This is an enormous opportunity for brands to reach their target mark ets directly at the retail level with eye-catching labels that resonate with consumers. Product labels are the final point of brand contact between the company and its customers before the purchase is made. Thus, a brand’s name and how it is shown on the label can be an effective way of generating sales. The main challenge is finding a way to differentiate a standardized product while developing a strong, consistent brand identity.This is an example of the interaction of product and promotion, two elements of the marketing mix. Some of the methods used in the ready-to-drink and premium beer sectors, for example, include shrink-wrapping, bright colours and innovations such as metallic-effect labels47. In addition to a unique label, a catchy name, such as Smirnoff Ice or Mike’s Light will add symbolism and help increase standout and attract consumers. Brand awareness is critical for alcohol companies, and developing a strong brand is especially vital for new brands. The rationale for coordination between promotion and product is that young people, and other potential consumers, will see the campaign in Edwards (2004). Brabbs (2002). 45 Ibid. 46 Ibid. 47 Ibid. 44 43 9 cinemas and style magazines and more easily recognize it from other advertising media 48 . An additional reason to invest in labeling and packaging is flexibility. A shrink-wrap sleeve can be changed frequently, allowing the brand to adapt its appearance more easily to changing styles and trends.Unusual colours or unique label designs can help encourage selection of one product over another at the retail level. The techniques used by marketers are very subtle, such as borrowing design language from parallel markets for encouraging cross purchasing such as â€Å"Atkins friendly†, â€Å"light† or â€Å"low-carb. † Finally, if a particular brand is experiencing low or declining sales, a company can easily reposition it by superficially altering the image and, hence, reinventing a product to reach a new market. 5. 0 TRENDS IN ADVERTISING TECHNIQUESCertain techniques are used by advertisers to attract and engage consumers to their products. These have traditionally included such techniques as humour, sex appeal, popular music, describing benefits of the product, and creating a fun, enjoyable atmosphere. These techniques are used very effectively by alcohol advertisers as well, as they create a high ‘liking’ of advertisements among consumers49. High levels of effective alcohol promotion inculcate pro-drinking attitudes and increase the likelihood of heavier drinking50.For these reasons, the irresponsible use of advertising techniques is a growing concern among health and safety advocates. 5. 1 Sexually Explicit Content The alcoholic beverages industry has long been accused of exploiting male sexual fantasies in order to advertise its products. However, this approach has recently, in some opinions, reached new levels of exploitation. Early in 2004, Labatt Breweries of Canada aired an ad during the January Super Bowl telecast that caused industry watchdogs to protest. The ad featured two beautiful women kissing, ostensibly to share lip-gloss51. Advertising Standards Canada (ASC) received 113 complaints about this ad in the first quarter and it was soon taken off the air52. The ASC reported that there was nothing wrong with the ad, other than it should run after 9:30pm. This ad is representative of the ‘simulated lesbianism’ trend in beer advertising, clearly a ploy to reach the male heterosexual audience. Labatt is not the only brewery to take this approach.During the same time period, Moosehead Light of New Brunswick launched a series of ads called â€Å"Enjoy the Nature. † In one of the ads, two men look on and crack open beer cans as two beautiful women dance sensually together in the forest. Ibid. Grube (1996). 50 Babor et al. (2003). 51 Brent (2004). 52 Ibid. 49 48 10 5. 2 Low-Carb Phenomenon Health Benefits Alcohol marketers must understand the psycho-behavioural forces influencing choice in order to devise effective marketing strategies. These forces are not easily identifiable in any industry.The beer and alcohol industry is not an exception and alcohol marketers have been slow to discern which factors most significantly influence brand selection. Although the sexual angle remains very common in alcohol promotion, the industry seems to be shifting gears. Instead of trying to titillate men by invoking male fantasies, marketers are now instilling fear in them about getting fat. In a feature article the Financial Times reported that beer marketers in the US have made an intriguing psychosexual discovery about male insecurity53.The argument advanced is that men are increasingly more concerned with what they look like than how they will perform in the bedroom. Beer brands such as Anheuser-Busch’s Michelob Ultra, Coors Light and SABMiller’s Miller Lite are focusing their advertising on the millions of Americans on low-carbohydrate diets, which they have realized does not include only women. By contrast, marketing campaigns linking beers to explicitly sexual imagery have been less effective54. The implication for public health groups is that efforts aimed at regulating sexual content should be reexamined.It is possible that a greater impact could be achieved through aggressive targeting of ads that portray a health or nutritive benefit of alcohol consumption. As an example, Coors, the third-largest US brewer55, recently developed new ideas for its low-calorie Coors Light. The two-year campaign featuring scantily clad women and rock music was unsuccessful in increasing beer sales for the company. Beer companies are slowly discovering that sexual appeals are fun and diverting but they rarely change consumers’ brand prefer ences. The idea that â€Å"light beer† is less macho and thus less likely to appeal to young men is fading.In fact, it is difficult to think of a major beer company that has not introduced a low-carb brand. The success, in general, of low-carb offerings is evident in food store data compiled by AC Neilsen. In the four weeks ending June 12, 2004, sales volumes were up 56 percent for Michelob Ultra and 15. 6 percent for Miller Lite56. For Coors Lite, which has been slower to alter its marketing campaign, sales volumes were down 2. 7 percent57. Major breweries are responding to evolving consumer demands and are providing what could be the emergence of a new sub-category of beer58.As more companies enter the low-carb market, the competition increases for market share. This translates into bigger marketing and advertising budgets as companies fight for a larger slice of the market. The latest focus on a more health-conscious lifestyle has shifted the marketing emphasis away from sensuality and sex to body image and achieving athletic success. Some 53 54 Silverman (2004). Ibid. 55 Coors merged with Molson in July 2004. The new company is the 5th largest Brewery by market share worldwide. 56 AC Neilson (2004). 57 Ibid. 8 Brieger (2003). 11 industry experts expect this trend to stick around if not because of Atkins devotees but because of aging baby boomers, who tend to prefer light and low-carb beers59. The way forward in the alcoholic beverages industry will be through low-carb advertising, which can be seen as a serious response by the beer industry to a common male anxiety about growing fat, the proliferation of a healthy lifestyle among consumers, and the widespread belief of certain health benefits in drinking a low-calorie, low-carbohydrate beverage60.The low-carb trend is not exclusive to the beer industry. In May of 2004, the Vancouverbased Marc Anthony Group launched a new vodka-based beverage called Mike’s Light, which was targeted at the millions of Canadians on low-carb diets. The lemon-lime beverage, which is part of the ready-to-drink (RTD) alcoholic market, contains just one gram of carbohydrate and 76 calories and is expected to bring new drinkers into the market61. Already, the RTD market in Canada is estimated to be worth $450 million per year in sales.Additionally, with its low- calorie and low-carb options, the RTD market has the potential to increase consumption of alcoholic beverages as consumers switch from light soft drinks to lighter malternatives62. Marketers in this industry are deliberate in promoting RTD products as alternatives for the health and weight-conscious consumer. It is misleading for brewers to promote low-carb beer as being â€Å"Atkins friendly† or as having overall health benefits and doing so goes against the Canadian Food Inspection A gency’s 2003 Guide to Food Labelling and Advertising. Under these guidelines, lowcarbohydrate claims are not approved. Similarly, according to Advertising Standards Canada, â€Å"No advertisement shall be presented in a format or style which conceals its commercial intent†63. This pertains to misrepresenting beer as having health or athletic benefits. The low-carb claim is of concern to public health groups such as ARAPO because it is both misleading to consumers and has the potential to influence consumer behaviour. 6. 0 ACTIONS TO ADDRESS CONCERNS ABOUT THE MARKETING OF ALCOHOL There have been several responses to concerns about the impact of alcohol marketing ranging from education and awareness to legal action and civil suits.Internationally, there are groups that advocate changes in alcohol marketing regulations as well as educate professionals and the public about the risks associated with a proliferation of alcohol marketing efforts. These include: Global Alcohol Policy Alliance (UK): www. ias. org. uk Eurocare – Advocacy for the prevention of alcohol related harm in Europe (Europe): www. eurocare. org Center for Science in the Public Interest – Alcohol Policies Project (US): www. cspinet. org Ibid. Business World (2004). 61 Bellet (2004). 62 The market or ready to drink alcoholic beverages is called the malternative market in the US. 63 Advertising Standards Canada (2004). 60 59 12 BeerSoaksAmerica. org – A Response to beer company propaganda (US): www. beersoaksamerica. org The Marin Institute (US): www. marininstitute. org Center for Alcohol Marketing and Youth (US): www. camy. org In Canada, there are guidelines for advertisers that outline what are considered appropriate tactics for marketing products. These guidelines can be found on the Advertising Standards Canada (ASC) website (www. adstandards. om) for all forms of advertising or on the Canadian Radio and Telecommunications Commission (CRTC) website (www. crtc. gc. ca) for radio and TV ads. Currently these guidelines are not enforced and rely on a voluntary paid-submission to ASC by the advertiser. Alcohol is one product that seems to have fallen prey to this lack of regulation with many advertisers outright disregarding the guidelines. In Ontario, there are alcohol-advertising guidelines that are overseen by the Alcohol and Gaming Commission of Ontario (AGCO) and can be found at www. gco. on. ca. Before 1997, the CRTC was involved in pre-screening advertisements before they were aired. In 1997, this responsibility was transferred to ASC for national cases, and the AGCO for Ontario specific cases. However, in 1997 the regulations changed to â€Å"guidelines† and preclearance was replaced with â€Å"voluntary submission†. As a result, the responsibility of monitoring alcohol advertising shifted from the CRTC to the general public, as advertisements are now only challenged based on a complaint format. Advertisers, fearing very little in terms of consequences, often disregard the guidelines completely, particularly the following: Alcohol advertising should not: appeal to persons under the legal drinking age associate drinking with activities that require care and skill imply that drinking is required in enhancing enjoyment of any activity imply that drinking is required in obtaining sexual opportunity or appeal64. A study done by CAMY in 2002 found that as the alcohol industry increased its advertising expenditures, more ads were seen by youth.In fact, all 15 of the shows most popular among teenagers included alcohol ads. â€Å"Survivor,† â€Å"Fear Factor† and â€Å"That 70’s Show† were among those with the most ads65. The dramatic increase in youth’s exposure to alcohol brands in magazine and TV advertising suggests that the industry’s guidelines are so permissive that, in practice, they amount to no limits at all. Concerned about the lack of regulation and increase in alcohol ads – and as a result, increase in consumption – health and safety advocates respond to aggressive marketing with specific strategies, as discussed next. . 1 Awareness, Education and Skill Building The Association to Reduce Alcohol Promotion in Ontario (ARAPO) is funded by the Ministry of Health and Long-Term Care to provide resources and support to individuals and groups about media literacy and critical thinking skills as they apply particularly to 64 65 AGCO (2003). Anonymous (c) (2004). 13 alcohol. Resources include research papers and presentations to youth and health promotion professionals about the impact of alcohol advertising on youth drinking patterns, particularly heavy drinking. 6. 2 Internet ActionThe Center for Alcohol Marketing and Youth uses a vivid Internet presence to attract viewers to their site to examine what others are doing around alcohol marketing. Along with a searchable marketing gallery and steps to take action, CAMY regularly publishes research papers on Youth and Alcohol. An example of this is a recent paper titled The Internet, Alcohol, and Youth, which looks at the impact of Internet alcohol websites on underage drinkers. It is available through CAMY’s website at www. camy. org. 6. 3 Complaints to Regulators and ResultsWhile ASC does not demand that advertisers clear their ads before going to the public, they do respond to complaints by the public. A recent example of this was the Don Cherry â€Å"Bubba† ad that was pulled following complaints that Don Cherry is seen as a role model for underage youth – and therefore could not be used as a spokesperson for beer. Groups like the Ontario Public Health Association, responding to concerns about the impact of alcohol advertising on the public’s health and safety, have sent recommendations to both the provincial and the federal regulatory bodies. These recommendations include: Continued pre-clearance of alcohol ads, at the final stage of production by federal and provincial bodies with a strong public interest mandate More effective regulation of lifestyle alcohol advertising, promotions and sponsorships Establishing clear guidelines regarding industry-sponsored responsible drinking messages and public education programs, particularly those appealing to, or directed at, young people Capping the total amount of alcohol advertising and introduce improved mechanisms for monitoring compliance with existing or new regulations Focusing on effective deterrence, monitoring and enforcement measures.This would include a stronger role for community groups in the monitoring and enforcement of fede ral and provincial advertising provisions, including membership in panels previewing and monitoring alcohol advertising66. 6. 4 Class Action Suits Against Alcoholic Beverages Industry Consumers’ attorneys across the U. S. have begun to target the alcoholic beverages industry, filing lawsuits that claim that some leading brewers and distillers are using slick advertising to sell products to underage drinkers67. In November 2003, attorneys led by David Boies III filed suit against brewers Coors and Heineken, distillers Diageo and 66 67 OPHA Position Paper (2003). Willing (2004). 14 Bacardi and the makers of Zima and Mike’s Hard Lemonade68. The suit accused the companies of using a â€Å"long-running, sophisticated and deceptive scheme†¦ to market alcoholic beverages to children and other underage consumers69† Boeis’ lawsuit alleges that alcohol companies place ads in magazines such as Stuff, FHM and Spin that appeal to males under the age of 21, or in Glamour, which is oriented toward females of similar ages70.The suit claims that ads placed in these magazines are designed to push people younger than 21 to obtain alcohol illegally71. The same is true in TV advertising, where many alcohol ads reach young people not old enough to drink. The class-action suits filed against the alcohol industry since November 2003 have caused alarm in the industry because the lawyer be hind them is David Boies, who represented the Justice Department in its antitrust action against Microsoft72. The suits claim that booze ads targeted at adults spill over onto younger audiences73.According to another law suit filed in Los Angeles Superior Court in 2004, AnheuserBusch and Miller Brewing are targeting minors through ads and developing products that look and taste like soft drinks in order to lure underage consumers to their brands74. The suit claims that beer-makers are marketing alcoholic beverages known as â€Å"Alco pops† to minors. These include Doc Otis’ Hard Lemon Malt Beverage, which is made by AnhesuerBusch, and Miller’s Jack Daniel’s Original Hard Cola. Both of these beverages closely resemble soda pop with sweet flavours, bright colours and youth-oriented packaging. CONCLUSIONThe domestic alcoholic beverages market is considered mature, with limited opportunities for growth. One way for alcohol manufacturers to increase their sales volume is by taking market share away from their competitors; another is to expand the overall size of the m arket. To achieve these goals, alcohol manufacturers continue to invest substantial resources and capital into their marketing strategies because they believe it is necessary for expanding the market and increasing their margins. It will be important that public health groups focus their research on certain elements in the marketing mix.These include where the product is sold and what are the broad social trends marketers are using to communicate with target markets. This analysis summarizes significant influences in consumer behaviour. This paper advises that efforts be directed not just to alcohol advertising, but also to the overall marketing strategy of alcohol manufacturers, and especially the techniques outlined above that encourage and influence selection. 68 69 Ibid. Ibid. 70 Ibid. 71 Ibid. 72 Edwards (2004). 73 Ibid. 74 Anonymous (b) (2004).15 BIBLIOGRAPHY AC Nielsen. Bruchener, Andrew. Personal Conversation. March 2004. Taken from the ARAPO Fact sheet 2004. Advertising Standards Canada. (2004). Canadian Code of Advertising Standards, Code Provisions. www. adstandards. com. Accessed September 2004. Alcohol and Gaming Commission of Ontario. (August 2003). Liquor Advertising Guidelines: Liquor Sales Licensees and Manufacturers. www. agco. gc. ca. American Medical Association. (2003). Research and Facts about Youth and Alcohol. USA: AMA. Taken from the ARAPO Factsheet, 2004. Anonymous (a). (2003). News: In Brief. Grocer. Nov. 8. 226;7629:9. Anonymous (b). (2004). Beer-makers target minors with soda-like alcoholic drinks. Sentinel. Feb. 12-18;p. A20. Anonymous (c). (2004). Study faults alcohol advertising on TV for hitting young viewers. Wall Street Journal. (Eastern Edition). April 22. New York. Association of Canadian Distillers. www. canadiandistillers. com. Accessed August 2004. Babor, T, and R, Caetano, S, Casswell, G, Edwards, N, Giesbrecht, K, Graham, J, Grube, P, Gruenewald, L, Hill, H Holder, R, Homel, E, Osterberg, J, Rehm, R, Room, I, Rossow. (2003). Alcohol: No Ordinary Commodity – Research and Public Policy. Oxford, UK: World Health Organization. Big Rock Brewing Income Trust. Big Rock Annual Report: December 31, 2003. www. bigrockbeer. com. Accessed September 2004. Brabbs, C. 2002). Bottle Beer Beverages Battle to Stand Out: Alcohol brands are using design to make an impact in a cluttered bar. Marketing. 27-28. Brent, P. (2004). Tongues cluck over Labatt’s lip service. Toronto: The Financial Post. FP4. Brieger, P. (2003). Molson’s to brew a low-carb beer. CanWest News; Financial Post. December 22. Business Knowledge Center. The Marketing Concept. www. netmba. com. Accessed September 2004. Business World. (2004). Health Benefits Push Light Beer’s Growth. June 21. Bellet, G. (2004). Mike’s Hard Lemonade Introduces Low-carb, low-calories beverage. CanWest News. May 19. Canadian Vintners Association. How to cite Alcohol Promotion and the Marketing Industry, Papers

Poverty Challenges Essays - , Term Papers

Poverty Challenges Poverty Challenges Junior Arnold Spirit is a 14-year old Spokane Indian, who is the main character in the book, The Absolutely True Diary of a Part-Time Indian, by Sherman Alexie. He does not have much self-esteem because of physical health problems and being poor. This explains why he is always picked on or even beaten up. The whole Spokane Indian reservation where he lives suffers from extreme poverty, which is a reason why most have given up on hopes and dreams. He fears that he might be trapped on the reservation too if he does not do something to change that. The challenges of poverty makes Junior decide to leave the reservation in search of a better life. Junior blames the Indian reservation for his family being poor. His parents were poor because they were born into poverty. According to the article, Make a Full-Time Effort to Read Part Time Indian, by Laura Dinovis, she says, Its a depressing place where pride and poor education have kept Juniors family members and neighbors in an endless cycle of depression and poverty (A.7). His mother and father both had dreams and talents that went unnoticed and unattained because of limited money and opportunities to those on the reservation. Junior was stunned at the fact that his Geometry book had his mothers name in it. The reservation was so poor that even the school could not afford new textbooks, which did not give children a good education. He says, My school and my tribe are so poor and sad that we have to study from the same dang books our parents studied from. That is absolutely the saddest thing in the world (Alexie 31). He does not resent his parents for being poor, because he loves them and he knows that they try to do everything in their power to give him the things he needs. Despite not having the finances, they respect his wishes to attend Reardon High School, but let him know that other people on the reservation might be angry with him because of his decision. Along with the educational setbacks from belonging to a low to no income community, the type of health care available is very limited. Junior talks about his health issues throughout the story and notes the insufficient access to dental needs to the poor and tell-tale government issue style eyeglasses. Poor nutrition also contributes to the poor health of the people of the reservation and can cause illnesses to go unattended for longer periods of time. He uses these examples to not only make point of the difference in how he views the healthcare provided to the reservation, but how it impacts his life and self-esteem and how he just wants to be normal. Junior expresses that going hungry is not the worst part of being poor. He is willing to sacrifice his well-being to care for a pet. At the beginning of the book, his dog, Oscar is sick and his parents cannot afford a vet. He thinks this is worse than going hungry. He doesnt see this as a major problem because he says sooner or later, my parents will come bursting through the door with a bucket of Kentucky Fried Chicken (Alexie 8). He wanted to help his best friend and even told his mother he would get a job. The thought of his dog dying and not getting help was devastating to him. He finally realized there was nothing he could do and that his father would end the suffering of his dog by shooting it. He points out that bullets cost less than veterinary care. He also notes the sadness in his fathers eyes knowing what he must do and the hurt it is causing his son. Junior sees the devastation of poverty and how it can end the life of a loved one. Junior tried to hide the fact that he was poor by lying to his friends. He knew that poverty was something to be embarrassed about. I can relate to this when friends ask me to go out, so I tell them I already have plans but in reality I have no money. He wanted to fit in with his