Spanking as a Way of Child Discipline

Parents use discipline to teach their children the difference between right and wrong. The type of discipline parents use is entirely up to them but, â€Å"ninety percent of parents say that they have used [spanking] as a mean of discipline on their child, and most parents say that it was used on them when they were youngsters† (James). Spanking is a form of discipline that has been used by many parents; but it is now becoming the method that is being frowned upon by most doctors and many parents. The American Academy of Pediatricians say that spanking might actually do more harm than good†(Eisenhauer), meaning that the spanking will not correct the problems that the child has, but only make them worse. In some countries around the globe, such as Norway and Sweden, elected officials have made it totally illegal for parents to spank their child. Since this happened Oakland, California has established an official â€Å"No Spanking Zone. † This proposes a question, is spanking a good form of discipline? From what the doctors say it certainly appears not to be and I think most parents tend to agree with them that spanking is not an acceptable form of discipline anymore. But according to the Critique of Anti-Spanking Study, found in Assertive Discipline, â€Å"experts do not all agree that spanking is harmful and some believe that mild spanking is a useful form of discipline† (Canter). Also the same study said â€Å"72% of people surveyed still find it acceptable to punish a child by spanking them† (Canter). These are very different conclusions than the one found by the other doctors and people asked above. Bringing the reader to the conclusion that all discipline is a form of opinion. Most opinions still lean toward spanking being a form of abuse and that spanking a child is totally unacceptable because striking a young child will not actually teach them to be good. Spanking also hurts children mentally and spanking a child is no different from hitting some one else. The majority of parents that hit their kids are at the point of frustration and anger where they feel that spanking is the last thing left for them to do. First, striking a child will not teach them to be good; it actually makes them change the way that they look at things. In fact Parents News says â€Å"spanking [children] may have some potentially long term effects such as increasing the misbehavior, aggression, violent or criminal behavior, impaired learning, depression, and in worst case suicide† (Kuttner 46). The items that are cited here are very alarming and they express the concern that spanking is more than just a punishment. As said before spanking â€Å"is the least effective way to discipline† a child for two reasons; both reasons teach the child nothing about the difference between right and wrong. The first fact is that spanking confuses the child. How can they tell what [the spanking] means† (James)? The reason that spanking confuses them is simply this; â€Å"parents are the example of the difference between right and wrong† (Edwards). Basically all spanking is doing is telling the child is that every time somebody does something wrong they should be smacked for the mistake they made. Secondly, spanking simply installs a sense of â€Å"fear and resentment† towards the parent. The only result that comes from making a child fear the parent is just reverse what is trying to be accomplished; discipline. On top of fearing the parent, the child will also lose respect for their parent and make the relationship between parent and child become very weak. â€Å"Discipline will not work if parents do not have a good relationship with their child† says Dr. Mark Wolraich (Canter). This quote just highlights how spanking a child will weaken the respect that is needed between child and parent. In turn, the child does not know that he/she did anything wrong because the child has no respect for the parent any more. These examples show how spanking does not teach the child to be good, but it changes the way that children approach things. Secondly, hitting a child also hurts them mentally. Children that are spanked not only lose respect for their parents but they also lose respect in themselves. They start to believe that they are bad kids and they may also think that their parents do not like them. But not only are these children troubled at home by being spanked, they are also troubled at school: â€Å"There is some evidence from a British study that [children] may be less able to learn because physical punishment reduces a child's I. Q. † (Burnett). This is one good example of how spanking is the wrong type of discipline because it show how the learning process is effected. The only thing that spanking helps children learn is that it is acceptable for them to use violence as a cure for any problem. Parents do not even know that they are mentally injuring their child as shown here: â€Å"although most parents who spank have good intentions, they may actually cause harm by training their children to deal with conflict by using violence† (Kuttner 48). Mental health is really affected by spanking because the child is confused between the difference of what is right and what is wrong. Spanking kids can also lead to mental problems down the road too. The life stories of notorious individuals- Adolf Hitler amongst them- record excessive physical punishment during childhood† (Edwards). This represents that spanking may have good short-term effects, but down the road physical punishment will cause your child to have severe mental problems. The worst part about spanking children is that it actually does not teach them to be better people, in fact it will only make them more aggressive towards others. It is just as bad to spank a child because it causes them to want to use force to solve their own problems. Hitting a child is no different than hitting someone else. Parenting Magazine says â€Å"hitting a child doesn't make teach them anything but to have a ‘might makes a right' attitude towards others† (Kuttner 52). This means that using spanking as a disciplinary method only teaches them that hitting someone when they do something wrong is the right thing to do. Another magazine that deals with parenting issues basically says the same thing about physical punishment. â€Å"We do not say to our children (most of us, anyway), ‘Hitting is right' or ‘Hitting is a good thing to do. We do not really believe that it is a good thing to hit people. Most of us are not ‘in favor' of hitting children. However, many of us (most of us, actually) behave as if it is a good thing to do† says Murray Straus, a journalist for Parents. I think that the main problem is that parents are not informed well enough on the issue that spanking is so bad. The last quote shows that parents are totally unaware that they are even hurting their child because the parents â€Å"behave as if it is a good thing to do. Another thing that was brought to my attention was this: â€Å"studies of whole prisons populations all over the Western world show that criminals who used violence on their victims almost invariably had violence used against them when they were children† (Straus 131). I think that this also ties back to hitting being a way to solve problems, but in these circumstances the inmates used much more than just hitting. This also shows that when you hit a child it will effect them sometime in their life. Aggression is another thing that has been found to be effected by physical punishment. â€Å"Children have been found to be more aggressive when spanked for punishment than other children that have been disciplined by other means,† says Nancy Breen (Breen). Spanking is a type of discipline that brings out aggression in children and teaches child that it is acceptable for them to hit others. In turn, hitting a child is no different than hitting someone else. The main reason that parents still insist on using spanking as a form of discipline is because they see quick results. We felt the time outs and things weren't working for him and so we found that just a little smack on the behind would get his attention enough to where you could discipline him†, said Andrea Fouriezos in an interview with Parenting Magazine. But this simply means that the parents are using spanking as a last resort type of punishment. This is really bad because they are using it out of frustration and when nothing else is working. I think Dr. Mark Wolraich said it best we he said, â€Å"we're encouraging [parents] to look for other alternatives which have been shown to be effective† (Straus 128). If a doctor encourages other forms of discipline than one has to know that spanking is the wrong approach to disciplining your child. In conclusion to spanking your child, I feel it is a very bad approach when attempting to discipline your child. Not only does spanking effect them mentally it also does not teach them to be good. Plus, spanking teaches children that violence is the cure to every problem. So next time when your child does something wrong please consider an alternative method of discipline other than spanking them because it will only lead to more problems when the child gets older.

Single Fathers Versus Single Mothers

Single Fathers The Single Fathers versus Single Mothers First Name Last Name College / University you are enrolled at Professor’s Name Subject The Single Fathers versus Single Mothers The plight of single mothers has been all too familiar in the recent years. Social services have been tailored made to cater to their needs. It is with them that our society sympathizes. Then again, we seem to have forgotten that while there is a single mother, there is the single father who suffers just the same. He is that other part of the whole.He also has his own rights, needs and story that deserves to get noticed and paid attention to. Indeed, he too matters and that is for sure. The number of single fathers in the United States registered to about 2. 5 million by the year 2007. Of the 2. 5 million, 40 % of them are divorced, 4% are widowed and the remaining 16 % are separated. Eight percent of the population rears three or more children below 18 years of age. About 14 % of this population has been not been living in their own homes.The annual income of 27 % of these families amounts to about $ 50,000 or more (Information Please Database, 2007). This has been a big population boost as way back in 1970, single mothers account to about 90 % of the single family population while single fathers only numbers to 400,000 (Gillenkirk, 2000). The American family is a lot different now. More and more fathers left to rear their children after a break up are starting to out number the single mother population, almost twice as much. More than 2 million, which is about one – fifth of the population of single parents today, are single fathers.Even though the media's portrayal of single parents still focuses primarily on single moms, working single fathers now register to about 30 % of the single parents population (Gillenkirk, 2000). For most social workers, particularly the ones involved in the welfare department and civil service find it hard to fit in quality time in thei r schedules. Most of their time is consumed by long working hours. They could not avail of night shifts to take time off from work. As a result, they seldom spend worthwhile moments with their kids (Jaff, 1983).In the social work practice, fathers are branded as the â€Å"hard to reach clients. † Most lower – class single fathers are labeled this way. Their working habits or their seeming lack of interest may be to blame. These seem to augment the bad reputation of fathers as unhelpful and impassive and almost always pass the burden of responsibility to their wives. As if to add insult to injury, home visits are scheduled during the daytime and most of them are designed primarily for the mother and children, the father, in most cases is overlooked. Arranging schedules favorable to the father barely happen.If only social work practices will include single fathers in their client's list, they are most likely to respond (Jaff, 1983). Stereotyping among fathers themselves still abound the paternal role in the world of social services. In some cases, their roles are dictated by social workers. The lack of efforts to include single fathers in social work practices are taken as a non – involvement. While there is no denying of the incidents wherein fathers are out of reach, it must be noted how ever that most of this cases happen in social work programs primarily catered to single mothers.Even though equal importance are considered and expected, single fathers are seldom if not never the major clients as far as social work practices are concerned, by default or design (Jaff, 1983). The seeming exclusion of fathers in the social work practice was founded on either conceptual or organizational reasons. The irony is that most children in placement came from families with unhealthy father – child relationships. Sadly, making up for such loss never happens. While the importance of incorporating the father's role in such programs is slowly gaini ng recognition, what is ideal does not always exists in reality, though.Still, there is a decline in terms of partnership and fathers barely get the accommodation they deserve (Jaff, 1983). This kind of development is much awaited by the social work practice in general, particularly the children involved. They know too well that there is a large possibility of ignoring the father as an important client. Countless reasons contribute to this scenario. Nevertheless, fathers are not valued nor are they assisted at the very least in the field of research and social work practice. He is deemed to be the challenging rather than partner in delivering social work practices.The father’s role is of equal importance with that of the mother. If only outreach programs are incorporated, working hours is not a matter and if only cultures are respected, fathers can turn to social work practices whenever he needs a helping hand (Jaff, 1983). In the world today, the father’s role and pro blems as a client in the social work practice, commands a second glance. This is especially true now that women’s rights and roles are redefined. The father and the mother are now treated as two separate entities, thanks to the dictates of the modern world.Moreover, testing family roles is more acceptable today than ever before. Maternal as well as paternal roles are gaining it most deserved attention (Jaff, 1983). The issue of the father's rights as a partner in social work practices is one thing. It has never been so important to be reminded that efficient child welfare practices must be delivered. Both parents need to be involved as they form part of a whole. After all, the process starts with them. Biological or psychological, a parent's participation is crucial.It can make or break the whole child welfare practice no matter how noble the aim can possibly be (Jaff, 1983). A century ago, fathers left home in search for a job to sustain his family. Back then the father is t he breadwinner, a place that held a stable footing for a while. Undoubtedly, over the years, men have endured countless struggles to stay true to this assumed role in the family. Nevertheless, at the turn of yet another century, the male of the species being the sole providers remained to be the standard (Shaklee Year).However, such standard has been challenged by current changes in the family set – up for the past couple of years. An increasing number of married women are beginning to enter the employment scene. This includes mothers of young children. With this thing happening now, are fathers as breadwinners nearing extinction? (Shaklee Year). As mothers begin to enter the work force, the fathers are compelled to pay a price. Husbands of employed mothers appear to suffer mental anxiety and distress more as compared to husbands of stay – at – home moms. There are men who see themselves as a deficient provider.While women's liberation has done good things to th e female of species, it has abandoned the conventional concepts of machismo and fatherhood. In effect, it posted a challenge to the prototype of a man as a sole provider (Shaklee Year). The role of the father as a breadwinner may soon come to an end. Differing trends could be the reason for its downfall. Separating oneself from a certain role is a good recourse especially when conventional roles are at stake. Since the marrying age of men is getting high, they are most likely to father relatively few children.Moreover they would most probably file for divorce sooner or later. This trend includes children born out of wedlock, whose fathers’ participation is almost negligible. In addition, children out of wedlock who seldom receive support from them fathers are part of this trend. The amount of quality time shared by fathers and his family has gone down by 43 % from 1960 until 1980. These fathers have separated themselves from family life primarily because of the recent redefin ition of the father’s role in the family (Shaklee Year). The reverse of the process may be echoed by the second trend.This can be characterized by men’s view of their involvement in the family life as a measure of happiness. The average American father would trade job promotion for quality time (Shaklee Year). It took us how many years to be able to weigh against this reaffirmation the role of the male species in the family today to his role back when the days were young. The year was 1800’s when the strong male image came to life. The father’s role in child development and family life is vital as far as the home, being the focus of the work is concerned.However, when work leaves home, fathers become insignificant in the aspect of child development. As mothers grace the employment scene, the father’s role in the children’s lives are stressed like never before. Initially, fathers may not be comfortable to assume this role since they are not u sed with this kind of set – up. Though they may not see their fathers like themselves, they can very much resemble the role their great – grandfathers used to play at home (Shaklee Year). Today, a growing number of men are beginning to value a world beyond work and success.Things then known to be the measures of life’s worth. Now, they know that there is certainly nothing more of value than witnessing the first few gaits of their child, that sweet kiss on the cheek, the seemingly complicated art of tying a shoelace, that clip perfectly placed on her head or his boy’s first attempt to shoot that ball. These are the things can never be replaced by any amount of compensation for a job well done. Though it can never be well articulated in words, that sense of satisfaction can surely get any single father through the pains of his fate.The times when a father is able to watch a child grow and actually be there for him from the minute he begins to defy gravity u ntil such time when he can very well take care of himself are the very moments when the much needed strength may be drawn from. These are the things that can make loss and custody battles a little bit more bearable than it actually is (Gillenkirk, 2000). The very same things that remind him that after all, everything will be worth every pain endured and tear shed along the way. References Gillenkirk, J. Fathermag. com. (2000, November 4).A Revolution in American Fathering. Retrieved February 18, 2008, from http://www. fathermag. com/107/fathers/ Information Please Database. (2007). Fathers by the Numbers. Retrieved February 18, 2008, from http://www. infoplease. com/spot/dadcensus1. html. Jaff, E. D. (1983). Fathers and Child Welfare Services: The Forgotten Clients. Laurence Erlbaum Ass, 129 – 37. Shaklee, H. CCC. (Year). Fathers in America: 100 Years of Change. Retrieved February 18, 2008, from http://www. agls. uidaho. edu/ccc/CCC%20Families/Research/fathers. htm

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How To Build An Effective Team - Essay Example Development of the employer-employee affiliation is significant to both parties for quite a few motives (McShane & Glinow, 2004, Pp 415-417). 2. Secondly, employees might discover that improved moral performance on their part in fact fallout in advanced reimbursement. For example, many organizations are concerned in connection with marketing, which is the procedure of generating and upholding lasting dealings with customers. Connections marketing, which can help an organization add to its income, necessitate the collaboration of employees. Employees that execute their jobs carefully and industriously are often pleased with elevated pays. 3. Thirdly, even if there is no substance increase, morally suitable behavior provides wisdom of complacency. So, it is beneficial for each organization to uphold elevated principled values and thus promote confidence among an organization and its employees. Organizational Behavior organizations or companies have been illustrated as groups of people who work mutually dependent headed for various reasons. This description evidently specifies that organizations are not structures or parts of any mechanism. Organizations are, certainly, people who work together to achieve communal purposes. The learning of organizational Behavior (OB) and its associated topics assist us to comprehend what people believe, sense and do in managerial surroundings. There are quantities of behavioral regulations that supply to OB: psychology, sociology, social psychology, anthropology, and political science. There are a lot of disputes and chances today for managers to use OB perceptions. One of the mainly significant and multi-ethnic confronts facing organizations at present is developing a new team. Organizations are becoming more diverse in provisions of gender, race, and ethnicity. Keeping in consideration the ideas of OB permits organization to make possib le the needs of developing a new team. Characteristics For Building A New Team 1. Supervisors, managers and association personnel members generally discover ways to progress business consequences and productivity. Many view team-support as the most excellent plan for linking all employees in generating trade accomplishment. No matter what one calls its team-support development attempt: incessant development, totality of quality, bend over manufacturing or self-aimed at work teams one is determined to get better consequences for its customers. 2. Considering diverse kinds of people and probable behaviors to contract with them permits a manager to choose the management style and techniques most suitable to their circumstances to build an effective team. 3. Research on performance of employees in an association could assist in choosing and guiding founded on there experienced prospective to execute the job. 4. Employees performance aids in make a decision of wages rates, founding presentation standards, work scheduling, allocation of work according to persons capability and locating to-do list when building a team.

Age regression - use of dermabrasion Essay Example | Topics and Well Written Essays - 500 words

Age regression - use of dermabrasion - Essay Example The goal of dermabrasion is to reduce surface imperfections caused by such problems as acne scars and lessening surface markings due to aging. Ms. Jones sole purpose in having this procedure performed is entirely to fight of the aging effects that are occurring on her skin.The stratum basal layer is considered the "germative layer" (Wang, C.R., 2005), "since all of the mitotic (cell-multiplying) activity of the epidermis occurs in the basal layer" (Wang, C.R., 2005) The surgeon would only remove the "damaged outer layers of skin, or the epidermis layer of the two mutually dependent layers". (Revis, Don, 2005)"The intradermal epithelial structures, such as sebaceous glands, sweat glands, and hair follicles, are lined with epithelial cells with the potential for division and differentiation". (Revis, Don, 2005) can also regenerate skin in a limited fashion.A minimal amount of bleeding occurs only due to the dermoepidermal junction being breached and the plane of dermabrading reaches th e papillary dermis, a uniform bleeding from punctate sites over a smooth, shiny surface occurs". (Revis, Don, 2005) If the planning does, in fact, reach deeper "papillary dermis, bleeding becomes more voluminous and the surface has a rougher appearance. Although each site bleeds only minimally, the multitude of bleeding sites can result in considerable blood loss." (Revis, Don, 2005) Therefore, the importance and degree of dermabrasion can be a hazard, but, is not something that one can succumb to.

Point of Sale System Research Paper Example | Topics and Well Written Essays - 250 words

Point of Sale System - Research Paper Example The United States and other countries which have a lot of international activities thus receive many visitors from the world over have the highest number of sale transactions. As a result of the increased usage of point of sale system in almost every retail store, fraudsters have come up with technologies to skim customer cards, produce replica cards and defraud users of their money. This has forced major car producing and regulating companies Visa and MasterCard to move from magnetic strip cards to EM which is more secure as it requires the use of a pin code and has a chip. Compared to other countries such as the Netherlands, Canada, Australia, the UK and other parts of the world card fraud in USA has been significantly low. But as this other markets migrate to EMV their fraud rates have seen tremendous reduction while the United States’ have been going upwards due delays in migration from magnetic strip. The American card market heavily relies on the magnetic strip cards and this could behind the rising fraud rates; fraud has risen by 70% since the year 2004 with 2010 representing the first year in time when fraud rates on cards issued in the United States was higher compared to cards issued in the UK (King, 2012). In conclusion therefore the use of point of sale systems has become popular the America and the whole world. Fraud has evolved and targeted plastic money necessitating the change of technology to EMV. The United States has been slow in moving to EMV due to high presence of signature verification cards and mag strips. Migrating from magnetic strip cards will therefore be a huge milestone in curbing card counterfeiting in

Forensic Science 5.1 Essay Example | Topics and Well Written Essays - 500 words

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As the world becomes increasingly polarised where social issues Essay

As the world becomes increasingly polarised where social issues seemingly get lost, how can we encourage future technology and design to engage and augment our future - Essay Example This paper will explore the issue in depth and highlight the application of technology to ceramic design. After the Second World War, the globe experienced a social and economic recession that instilled hopelessness in majority of them. However, modernism emerged, promising to present the glob with hope despite the hardships. The ideologies that defined modernism seemed to be promising a palpable pattern of social responsibility. In the opinion of many, modernism had the capacity to induce change in the living conditions of the people. Therefore, embracing modernism translated to changes in different sectors. In the years that followed, the globe saw technological innovations in agriculture, economy, medicine, and media. In agriculture, technology has registered numerous changes. High levels of mechanization have increased the rates of production in agriculture. As expected, mechanization and forms of technology in agriculture have served to provide enough for the growing population. Sadly though, there are two sides of the inside story (Lee, 2008:61). Whereas some nations have more than they need, the developing world has to rely on support from the developed world. Reports indicate that Europe and America waste food products that could suffice to feed the entire developing world. While some wastage occurs unavoidably during production, a high percentage of wasted agricultural products occur deliberately accounting for about 60 %. The current trends in agricultural production reveal that the developing world only gets wealthier while third world countries remain in ardent poverty. In order to address the challenges of some nations, biotechnology seemed to provide a solution through the development of genetically modified organisms. At first, this technology presented a viable solution to pests, diseases and unfavorable climatic conditions because genetic engineering provided crops with the capacity to withstand all these.

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Medicaid and the Uninsured - Essay Example However, it seems that the Deficit Reduction Act (DRA) (2005) poses a threat to those families who might use Medicaid and SCHIP. Reasons include the imposition of cost sharing, the complications involved in levels of income and percentage of cost demanded, and the need for individual families to keep records that determine what percentage to pay. This is difficult and complicated, as many such families' incomes vary a lot. Research also shows that imposing premiums makes people stop paying or applying for cover. Having such tight budgets already, this represents a further demand on limited resources. Knowing that treatment may be refused if one cannot pay is yet another deterrent. Restrictions on adults without children, enrolment processes, and the lack of knowledge of what is available are other factors preventing both adults and parents taking up insurance for themselves or their children. Christopher P. Tompkins, Stuart H.

Role of Public Relations in the Re Establishment of Failing Barands Essay Example for Free

Role of Public Relations in the Re Establishment of Failing Barands Essay These regions later set up their private stations pioneered by the West, at Ibadan, prior to independence. In 1960 and 1962 respectively, Enugu and Kaduna followed suit. And with the creation of more regions by the General Yakubu Gowon (rtd) administration and creation of more states by both Alhaji Shehu Shagari and Ibrahim Babangida regimes, more state government-owned television and radio stations were established. Daily Times, Express, Tribune, New Nigeria and Sketch were among the fore-runners in newspaper publishing. Some state governments also published 15 ewspapers that addressed their local audience. Two major magazines- Drum and Spear from Daily Times stable were also at the time published. Between the early 1960’s and 1970, there was no spectacular development in the industry. But the promulgation of Nigeria Enterprises as promotion Decree of 1972 popularly known as Indigenization policy ushered in a new phase in the industry. The policy transformed key positions in corporate organisations to indigenes. Mr Silvester, Muoemeka was by the dictates of the policy to emerge the first indigenous chief executive of Lintas. Lintas further empowered more Nigerians to take up the business of advertising some of whom had to leave broadcasting to embrace the new thinking. By the later 1970’s however, two ambitious agencies, Rosabel Advertising and Insight Communication, sprang up. The coming of the two agencies which till today are still doing very well, no doubt, was a watershed in the industry of advertising in Nigeria as the agencies brought new ideas into the industry while taking creativity to a higher. Before the turn of the decade, 23 agencies had been formed. With the steady growth in the number of practitioners and agencies arose the need for associations to be formed to advance their common interests and a regulatory body to that would regulate and standardize advertising practice. A 16 meeting of the agencies held at Ebute Metta, Lagos in 1971 was to metamorphose into Association of Advertising Practitioners of Nigeria (AAPN) with the objective of protecting practitioners against unfavourable business. The association was later renamed Association of Advertising Agencies of Nigeria. As the industry continued to grow in volume of business and complexity, more and more people were attracted to the industry. The need to establish an institution to regulate advertising practice became apparent. This gave rise to the establishment of Advertising Parishioners Council of Nigeria (APCON) by Decree 55 of 1988, later renamed Act 55 of 1988 by the civilian administration on November 1989, the first meeting of the association held somewhere in Ebute-meta, Lagos finally culminated to the birth of APCON. APCON started operation in 1990 with the employment of the pioneer registrar in the person of Dr Charles Okigbo. The era of economic restructuring and liberalization opened up the Nigerian business to global economy. Foreign investments started flowing into the economy the expatriates who once left the shores of the land due to the indigenization policy gradually returned. And with them, the boom in economy. Aside, privatization of mass communication medium in the 1990’s also witnessed the setting up of private owned media houses which are platforms for advertisement placements. But in the 1990’s the sector came alive. Not only that alarming and ambitions agencies such as Prima Garnet, Sotu and Caesers sprang up, the sector began to 17 xpand beyond advertising as full services public relation firms such as the Quadrant JSP and Quest were established. Also the era witnessed the mad rush of foreign affiliations. While some agencies sought this affiliation to help boost their human capital, others just joined the bandwagon just to feel among. As the business expanded, related servic es providers joined the fray to cash in on the boom. Not long after they formed themselves into association to also further heir cause and protect their interest. Media Independent Practitioners Association of Nigeria (ADVAN), outdoor Advertising Association of Nigeria (OAAN) emerged. Not long the industry became an all corners affairs. Competition became very stiff and practitioners started adopting unwholesome means to undercut one another. Industry debt became a major issue to the extent that it attracted the attention of past federal government who encouraged the practitioners to find a way of resolving the perennial problem. Just as competition continued to get stiff, agencies did not rest on their oars as they embarked on training of their staff that will be able to meet the challenge of modern day advertising. As creativity took centre stage, the industry witnessed a lot of innovation and creative ideas. The foreigners who started coming back brought with them standard and professional which changed the advertising landscape. Restructuring, training and brand building and creativity have taken centre stage. 18 Today, Nigerian advertising industry is making efforts to ensure that they measured up to global industry practice. Affiliations also avails them of technical know-how in the areas of creativity and training. From deploying foreign adverts, the industry has grown to shooting their adverts locally and injecting a lot of local content in their campaigns. . 2 THEORETICAL FRAMEWORK This research would critically consider three different theories that are relevant to the research topic. The theories are as follows: Excellence theory by J. E. Grunig DAGMAR theory by Mackay Lavidge Steiners Hierarchy-of-effects theory EXCELLENCE THEORY The â€Å"Excellence Theory† (J. E. Grunig et al. , 2002) was initially developed, and is continually being tested, in order to demonstrate wha t makes for public relations practices that are both efficient and ethical for all parties involved. Public relations, as defined by J. E, Grunig (1992), is â€Å"the management of communication between the organization and the publics that it interacts with†. Through the continued work of the Excellence Project, the â€Å"Excellence Theory† demonstrates how excellent public relations is able to interact and 19 work with both internal and external publics, recognizing that publics are not merely passive audiences accepting messages in a hegemonic structure,1 but that each public that comes into contact with the message is viable and enfranchised with agency. The â€Å"publics† in public relations exist within and outside the organization. Each public, through the interaction with the public relations professional, allows for a variety of perspectives and insights toward a single goal or a collection of goals. If these groups are not allowed the choice to have their respective voices heard and recognized as active and important, decisions are made by the dominant coalition (L. A. Grunig et al. , 2002) without all of the mitigating factors and facts placed in front of them, resulting in the once dominant organization losing economic, political, and social capital within and among the publics served. It is this critical perspective to public relations, respecting publics as ethical and moral beings, that L. A. Grunig et al. (2002) aligned with when they considered the most important question for ethical public relations: â€Å"How can one balance the interests of society, of the public relations profession, and of the individual professional† (p. 556). The â€Å"Excellence Theory,† originally proposed in 1992 (J. E. Grunig et al. , 1992), was grounded upon an â€Å"extensive literature† review and evaluation, examining theoretical positions from various academic disciplines and ontologies, including: marketing, psychology, communication, and feminist 20 tudies (J. E. Grunig, 1991). The project’s purpose was to develop a new approach to public relations, detailing to public relations practitioners what organizations must have (both in expectations and characteristics) in order to be excellent and how to communicate those same concepts. The resultant cha racteristics of excellent public relations programs look at all levels of organization: program, departmental, organizational, and societal, along with the desired effects of excellent public relations practice. These characteristics not only present the â€Å"Excellence Theory† as a normative ideology, but also as an emancipatory system that strives for egalitarian opportunities for all publics. The characteristics and effects of excellent public relations, as presented by L. A. Grunig et al. (2002, p. 9), offer an opportunity for the critical inquiry of the dominant coalition within either an antonymous public relations organization or an organization with a public relations component. This new possibility for the theory and its pragmatic capabilities position the â€Å"Excellence Theory† as a critical paradigm applicable to the current calls for critical research within public relations. DAGMAR Russell Colley created DAGMAR when he prepared a report for the Association of National Advertisers. This report was entitled Defining Advertising Goals for Measured Advertising Results, shortened down to 21 DAGMAR, and thereof the name, (Belch Belch, 1995) and was later in 1969 published as a book with the same title (Mackay, 2005). DAGMAR was created to encourage measurable objectives for each stage of the communication (Smith Taylor, 2002) and does not deal purely with the message (Mackay 2005). DAGMAR focuses on the levels of understanding that a customer must have for the organisation and on how to measure the results of an advertising campaign (Belch Belch, 1995). The main conclusions on the DAGMAR theory were expressed in the following quotation: All commercial communications that weigh on the ultimate objective of a sale must carry a prospect through four levels of understanding. . The prospect must first be aware of the existence of a brand or organisation 2. He must have a comprehension of what the product is and what it will do for him 3. 4. He must arrive at a mental suspicion or conviction to buy the product Finally he must stir himself to action. (Mackay, 2005, p. 25-26) 22 The communication has to be specific and measurable, and is therefore based on a hierarchical model containing the four stage s set out above in the quotation (Mackay, 2005). The DAGMAR approach has had a huge influence on the how to set objectives in the advertising planning process and many planners use this model as their base. However, just as the other approaches within advertising, DAGMAR has been met with critique. One of the major criticisms towards DAGMAR is on its reliance on the hierarchy-of-effects theory, just as with AIDA. Customers do not always pass through the stages in a linear way. Another criticism made towards the DAGMAR approach is that it focuses too much on strategies. Many creative people within advertising are looking for the great unique idea that can result in a successful campaign and feels that the DAGMAR approach is too concerned with quantitative measurements on the campaign (Belch Belch, 1995). LAVIDGE STEINERS HIERARCHY-OF-EFFECTS MODEL This model was published during the same period as DAGMAR. The model was named the hierarchy-of-effects model which is the same name as some authors used on the foundation theory, and will therefore go under the name, Lavidge Steiners Hierarchy-of-effects model in this study. 23 According to this model customers do not switch from being completely uninterested to become convinced to buy the product in one step. Lavidge and Steiners hierarchy-of-effects model is created to show the process, or steps, that an advertiser assumes that customers pass through in the actual purchase process (Barry Howard, 1990). The model is based on seven steps, which as with the other models must be completed in a linear way. The big difference between this model and the others is not only the steps, but also the view on how to pass them. Lavidge and Steiner (1961) write that the steps have to be completed in a linear way, but . potential purchaser sometimes may move up several steps simultaneously. (Lavidge Steiner, 1961, p. 60) which is supported by Munoz (2002) who writes that normally ultimate customers do not switch directly from being interested to become convinced buyers. Lavidge and Steiner identify the seven steps in the following order: 1. Close to purchasing, but sti ll a long way from the cash register, are those who are merely aware of its existence. 2. 3. Up a step are prospects who know what the product has to offer. Still closer to purchasing are those who have favourable attitudes toward the product. 24 4. Those whose favourable attitudes have developed to the point of preference over all other possibilities are up still another step. 5. Even closer to purchasing are customers who couple preference with a desire to buy and the conviction that the purchase would be wise. 6. Finally, of course, is the step which translates this attitude into actual purchase. (Lavidge Steiner, 1961, p. 59) Lavidge and Steiner (1961) also wrote, in their article, that they are fully aware of the impulsive purchases that customers can make, but they mean that for higher economical goods these steps are essential for the advertiser to include. This model also has as a premise that advertising occurs over a period of time, and may not lead to immediate response and purchase. It is rather a series of effects that has to occur, with each step fulfilled on the way towards the next stage (Lavidge Steiner, 1961) Behind this model is according to Belch Belch (1998) the premises that advertising effects occur over time and advertising communication may not lead to immediate behavioural response or purchase, but rather, consumers must fulfil each step before (s)he can move to the next stage in the hierarchy. Belch and Belch 1998, p. 146). 25 As with the former models discussed, this model has also been criticised. The criticism on Lavidge Steiners model is very similar to the one made on DAGMAR and AIDA. There is still no evidence on the fact that awareness of a products leads to purchase, and the steps are still unclear. Criticism has also been made on each individual step in the model. Critics do not think that the model expla ins how the customers will go from one step to another and to point out the steps without explaining them further is not seen as enough. CRITICISM ON THE HIERARCHY OF EFFECTS THEORY. The models that are based on the hierarchy of effects theory (Mackay, 2005) can be very helpful but are not conclusive. There are several factors that these models do not take in consideration. 1. Not all buyers go through all stages, 2. The stages do not necessarily occur in hierarchical sequence, 3. Impulse purchases contract the process. (Smith Taylor, 2002, p. 97) The hierarchy models help the advertiser to identify the stages that buyers generally passes through, but cannot be used as obvious guidelines (Smith Taylor, 2002). 26 As seen earlier in this chapter the criticism on the models and theories are very similar. They have all been met with the criticism that customers do not always follow a straight line of steps when purchasing a product. Not all customers pass through all the steps before buying a product, some may stop at one stage, and some may go back several steps before later on going back for the product. 2. 3 REASONS WHY PRODUCTS FAILS It would surprise one to hear that, a staggering 70-80% of all new products in the retail grocery industry fail (www. allbusiness. com). In Great Britain, the rate may be as high as 90% (www. rchives. tcm. ie/irishexaminer). Of every 3,000 raw ideas for new products, only one makes it to the marketplace (www. faculty. msb. edu). And a whopping 46% of all resources allocated to new product development process in the U. S. are spent on products that fail (www. faculty. msb. edu). Marketing Wise Group in Dallas-Fort Worth-Arlington, TX is of the opinion that no com pany can do without introducing new products or extending their brand line if they want to remain afloat in a competitive market or if they do not want their products and brand image to go stale. It is the opinion of this group that Quisp Cereal, Ipana Toothpaste or Commodore Computers failed because they failed to implement a new product development process to keep their 27 stable of brands vital or had a flawed new product development process to begin with. According to Gwinavere Johnston; founder and CEO of Johnston Wells Public Relations, if your answer to one or more of the following questions is yes, then chances are that is the reason your product failed. 1. Did you do the right amount and kind of marketing research in the initial stages of your new product development process? . If you conducted research, did you follow the results or ignore them? 3. Was your product launched ahead of its time? 4. Was your product launched on the downward side of a waning fad or trend? 5. Did your product take on a life of its own and you got to a point your new product development process couldn’t turn back? 6. Were you as a company able to execute the product to the consumerà ¢â‚¬â„¢s desires? 7. Did your new product development process create a â€Å"me-too† product? Second in the marketplace is a grim position to be. How many flavoured waters does the world need? 8. Was your company too financially conservative and too aggressive in its expectations for a quick ROI? 9. Is your new product development process as streamlined as it should be? 28 10. Is your product hitting a little before or on top of a trend, or is it a fad? According to Gwinavere Johnston when such a problem arises what is oftentimes needed is an overhaul in your new product development process, which is difficult to see from inside the organization. One may need a specialist in the new/returning product development process, someone who has been in the trenches and has had a fare share of successes and failures. That person has the unique ability to observe your new product development process and, from their years of observing other organizations, is able to pinpoint where in your new product development process modifications need to be made. According to Glenn Moray, companies that fail or that are at the verge of collapsing, at one point in time all made the same mistake that brought about their waterloo: failing to focus on the concerns of their publics. If publics are the groups a company relies on for success, it is dangerous to neglect them by ? ? ? ? Focusing on share price to the detriment of quality and integrity, Forming boards that are not designed for strong corporate governance, Misleading shareholders, employees and others by not sharing the full story, Emphasizing what is legal, rather than what is ethical, and/or Jeopardizing employee jobs and savings through business misconduct. 29 From the above statement by Glenn Moray, it can be deduced that customer awareness and unders tanding is paramount to the success of any company or product. When a company is in distress, tell shareholders and indeed all stakeholders that full extent of the damage and what are in place to curb the problem or mitigate the effect of the problem/distress. 2. 4 THE ROLE OF PUBLIC RELATIONS IN MARKETING A CONSUMER B R A N D . According to Glenn Moray of the Moray Evans Advertising, The strategic role of PR for consumer brands is critical to extending the impact and credibility of advertising. The questions we so often ask from a PR effort are: (1) what are you trying to achieve with your PR over the long run, and (2) how does it integrate with your marketing and communications plan? The most obvious strategic role for PR-a role that meets a communications objective that is difficult for conventional advertising to address-is to create community affinity while at the same time complementing consumer affinity for the brand. PR is uniquely capable of building relationships with communities (geographic, demographic, social, political, special interest, etc. ) through events, sampling, causes, in-kind support, and sponsorships, to name a f e 30 w . PR delivers messages not normally addressed in conventional advertising. For example, good news about the clients business, new services or new level of commitment to service, how well the client is measuring up within its competitive set, the clients business heritage, or the clients involvement in the community. These types of messages are critical to creating a positive selling environment for our advertising. Equally important, it creates buzz for our client as a company. According to Leana Clark (2002), PR builds momentum into the launch of a new ad campaign. This provides exposure between media flights and increases frequency of brand exposures during the duration of the advertising period. In the fight for brand awareness and top-of-mind consideration, there are few substitutes for pure frequency. And last, but certainly not least, we like to see PR reinforce, in the consumers mind, those moments when a company chooses to put a stake in the ground: The launch of a new market, acquisition of another company, a new partnership, a product release, relevant differentiation, or new leadership with a new vision. All of which provide value to the consumer. 2. 5 ROLES OF THE PR PRACTITIONER IN AN ORGANISATION 31 According to Gwinavere Johnston, there are four principal roles for a corporation’s chief public relations officer. The first is to serve the corporation as a sensor of social change. He/she perceives those societal rumblings that auger good or ill for the organization. In a way, he/she is like the radar chief who gives the early warning. And after pondering the yearnings and stirrings, he/she interprets the signals for the management team. Part of the job as corporate sensor is to keep management focused on those external problems not usually considered part of managing a large business. He/she is the one who says you dont care for the likes of a Ralph Nader or a Jesse Jackson, but you should never underestimate the power they wield over people and problems that can damage our business. † The second role is that of corporate conscience. I trust you and your colleagues in management will not infer that only public relations executives have a conscience or that public relations people are either more ethical or more moral or have a greater commitment to serving the public interest than executives with other titles. In fact, there may be others with more of these qualities than the person with the public relations/ communications title. But the fact is that being the corporate conscience is not in the job description of other 32 executives. It is or should be in the job description of the chief public relations officer. The third role of the chief public relations/communications officer is that of communicator. The tendency especially in recent times, as I referred to earlier is to think that communications, mainly working with the media, print, electronic and digital is his/her only role. Though communications is an important part of the job that is hardly the case. The global corporation has two distinct audiences; one external, the other internal. Communications with both audiences move in two directions: what the corporation says to its external stakeholders and what it says to its employees, distribution and supply chains, and shareowners. Listening is as important a part of the job as speaking and the chief public relations officer should be equally adept at both. For both audiences, the why and how of an action or policy is invariably as important, if not more so, than the what and the when. The goal of communications is more than to tell or inform; its primary purpose is to bring about understanding. No matter how effective the dissemination of information about a corporation, it will not succeed unless it truthfully reflects the corporations behaviour. Above all, the corporation must always deliver on its promises, whether guaranteeing the reliability of a pr oduct or achieving earnings goals. In the words of the rapper, if youre gonna talk the talk, you gotta walk the walk. 33 The fourth role is to serve as corporate monitor. Since the public relations/ communications department is the companys voice and also has so major a role dealing with and commenting on public issues, there is a need for constant monitoring of policies and programs to make sure they accord with both the companys commitment and with public expectations. If they fall short, its the job of the chief public relations officer to agitate for new programs and policies. Failing to do so means, simply, that he/she is not living up to the requirements of the job. To summarize, the chief public relations officer has four roles: corporate sensor, corporate conscience, corporate communicator and corporate monitor. As corporate sensor and corporate conscience, he/she contributes to and participates in the decision making process. It is his/her job to anticipate changes in the social environment and make sure the corporations response is in the public interest and accords with public expectations. In the roles as corporate communicator and corporate monitor, he/she speaks for the corporation both truthfully and timely and makes certain the corporation is delivering on its promises. . 6 BRANDING A very famous proverb goes: What is in a name? A rose will still smell the same, even if it is called by another name! 34 However, with the advent of latest technology and changing trends, the time has come when we need to do some rethinking. Today, everything is online and virtual: virtual money, online business and so name or rather branding is the most i mportant facet for anything. Not just any business, but for any particular entity, branding is the key word. A brand is the identity of an entity. Just think of Marilyn Monroe and the first thing that comes in your mind is flying skirt. When we talk about online business, the brand identity is the foundation for building a relationship with your customer beyond product, distribution, pricing, or location of your business. It plays an integral part behind the success of any product. Brand is the relationship that secures future earnings by securing customer loyalty. Leana Clark (2002), states that, â€Å"Usually consumers have lot of choice of products in the same market segment so brand loyalty plays a very important role for your business growth. A company with high credibility and brand loyalty succeeds in keeping consumers re-buying their product rather than going to a competitor. Statistics tell that it takes five times as much money to gain a customer as it does to retain one. Moreover a satisfied customer also helps in generating word of mouth publicity which increases your potential c u s t o m e r s † . Branding goes beyond marketing. All aspects of your business should reflect 35 and support your intended brand to create a long term and fruitful relationship with your customers. According to Helen Katz in her book Advertising Principles, A lot of effort goes in developing a brand. It involves more than just picking a catchy name. The following steps may be followed to create a brand: * Define your brand * Determine the objective of your brand * Identify your target audience * Identify the barriers and crush them * Package your brand then sell and market your brand 2. 7 REPUTATION AND WHY IT MATTERS The reputation of a company or product is what determines how a strong a product is in the long run and how their customers perceive such a product. It would be remembered that in 1986, Coca-Cola made a blunder by trying to change the flavour of coke which reduced their sales drastically. This reduction in sales was largely due to the perception customers have about coke. The taste of a product ultimately defines the brand and is also part of what customers perceive when they see the product. So when the taste changes, then of course perception changes. Customers want to see their brands as reliable and constant, and for a company to maintain its reputation, such a company must 36 ensure that it gives it customers what they want. This statement was upported by Gwinavere Johnston (2002), when he said, â€Å"Reputation can account for a large portion of a companys market capitalization, and can be its most important long-term asset. It impacts an organization in a myriad of ways, including stock price, and the ability to attract and retain customers and employees. Corporate reputation is based on factors such as ? ? ? ? ? ? Qualit y of products or services, Earnings and business performance, Stability and fairness as an employer, Level of integrity in business practices, Degree of honesty and openness, and Involvement in local communities. Today, with distrust of the corporate world at an all-time high, corporate credibility is an over-riding factor. Whether they like it or not, companies today are at the mercy of public constituencies. That means there is growing recognition of the need to foster a good reputation by developing positive relationships with various publics. † 2. 8 HOW COMPANIES CAN RESTORE TRUST If business is to regain the trust it has lost due to questionable ethics and other business practices, it must provide public relations with a seat at the executive 37 evel management table rather than just relying on public relations when a crisis a r i s e s . Consumer confidence is at its lowest point, as evidenced by ongoing studies in 2002, by Schenkeins research partner Roper ASW. Corporate wrongdoing, stock market plunges, and layoffs were cited as reasons for the erosion in corporate trust. Americans put the blame squarely on the shoulders of CEOs, Nigerians also put the blame on those in power an d CEOs of large organisation and financial organisations such as banks, insurance companies, investment firms and the likes, who according to Roper, wont be let ff the hook easily. Consumers view CEOs as the bad guys, and blame their greed for the ensuing crises that have elicited their anger. Clearly, we live in an environment where every company is under the microscope and negative business stories appear every day on the front page of our newspapers. According to Jerry Donovan, â€Å"Quite literally, public relations is managing relations with various publics, a role that grows in importance as reputation becomes ever more critical to business success. Companies can restore trust in a number of ways, many involving traditional PR strategies, such as: ? ? ? Using integrity and fairness as criteria for all business decisions; Maintaining an emphasis on quality of products or services; Openly sharing truthful information with all publics; 38 ? ? ? Actively seeking input from publics and being responsive to concerns; Renewing a commitment to local communities; and Creating forums to encourage dialogue with constituencies. The bottom line is that companies must make it a priority to value the needs of all publics, and to forge good relationships with them. The cornerstone of a good relationship is trust, and trust is based on open and honest communication. Effective public relations tell a companys story in a way that is accurate, honest, and easy to understand, helping to establish a reputation for credibility. † A good relationship also requires a willingness to listen, and true public relations is a two-way process. PR professionals recognize that to manage relationships, they must understand and respect public concerns and viewpoints. They must also go a step further, to serve as the publics advocate within an o r g a n i z a t i o n . In effect, corporate public relations professionals frequently play the role of an outsider. By questioning decisions and their impact on customers, the community, employees, and others, public relation professionals bring the public perspective to an organization, fostering its ability to be responsive to public concerns. 39 CHAPTER THREE 3. 0 RESEARCH METHODOLOGY According to Jacobsen (2002: pg 34) there are two ways to conduct scientific research, one is the qualitative approach the other is the quantitative approach. The qualitative approach is more appropriate for research that aims to get a deeper knowledge about a certain subject, i. e. explorative. An explorative research method aims to investigate a small number of units since it is used to explore nuanced data (Jacobsen 2002: pg 38). Researchers using a qualitative approach are more into finding how people experience their lives and their goal is rather to come to an understanding rather than to reach a static analysis (Bell, 1999). A quantitative approach on the other hand is more appropriate when the research is a broad spectrum of units since it is a theory testing research method. A research like this has a goal of getting broader knowledge about a certain subject (Jacobsen, 2002: pg 29). A researcher using this approach collects data and then tries to analyse the relation between the different 40 productions. The researcher measures and uses scientific techniques that can give quantifiable and possible general conclusions. Since Advertising and public relations is all about emotions and catching people’s interest. Quantitative research used alone could lead to faulty conclusions because it could give the researcher difficulties when trying to understand attitudes and perceptions among the interviewees. But when used alongside the qualitative approach, it gives the researcher a broader perspective about the subject area. The researcher shall therefore make use of the survey method and the in-depth interviews (which is a combination of the qualitative and the quantitative research methods). 3. 1 DATA COLLECTION METHOD CRITICAL ANALYSIS OF SOURCES Critical analysis of sources is according to (Bell, 1999: pg 80) divided into two examinations: Internal and external examination. The external examination is used to investigate how genuine and correct the source is whereas the internal examination is the one usually used when investigating smaller projects. Internal examinations looks more into which type or source it is, under which circumstances it devolved and if it has changed lately etcetera. 41 The researcher for the purpose of this research would use in-depth interviews and also the questionnaires/ survey method. The in-depth interview would be directed towards owners of the shops and also the account officer in charge of the Vita foam campaign in Tie Communications. These interviews were conducted to get first hand information on why Vita foam almost went out of the market and what the company did to get back in business focusing on advertising and public relations. The questionnaire, would be used to gather the opinions of customers and potential customers of Vita foam products 3. 2 CHOICE OF STUDY OBJECT The selection of Vitafoam PLC as the case study has been based on the fact that they had experienced drop in sales, which fits the definition of a failing brand by the researcher and as risen today to become one of the market leaders in their product category. A bar chart on the sales of Vita foam product since 2004-2008 by PeaceWaterCoopers House for Vita foam Nigeria Plc) 42 The reason for using Mushin, Ikeja and Agege local government areas as my sample population is because there is a high density of mattress sellers in these areas. Another reason is that these areas are easily accessible. Choice of interviewing officials of Tie Communicat ions Ltd is based on the fact that they were responsible for the rebranding campaign of Vitafoam in 2005/2006 that eventually brought them to their present position in the market. . 3 CHOICE OF ORGANISATION The organisation (VITAFOAM) selected for this study was used because the researcher aims to explore the roles advertising and public relations play in re-establishing a failing product into the market. The case study was chosen based on the fact that it is today one of the leading mattress brands in Nigeria and had in 2005 experienced a rapid decrease in sales of their products. How they overcame this period and what they did to achieve their present position in the market is what piqued my interest in them. Below are bar charts showing the dividend and earnings of Vitafaom Nig. Plc form the year 2004 to the year 2008. 43 FIG 1: DIVIDEND VS EARNINGS PER SHARE FOR VITAFOAM (extracted from the 2008 annual report compiled by PeaceWaterCoopers House) FIG 2: PROFIT AFTER TAX VS SHAREHOLDERS’ FUNDS 44 (extracted from the 2008 annual report compiled by PeaceWaterCoopers House) FIG 3: PROFIT AFTER TAX VS DIVIDENDS 45 (extracted from the 2008 annual report compiled by PeaceWaterCoopers House) 3. 4 CHOICE OF CUSTOMERS/RETAIL OUTLETS In the selection of customers to be interviewed for this study, the researcher has been looking for persons that have been exposed to advertising from the chosen organisation and that have bought their products at least once, but not 46 necessarily the product that have been promoted in the chosen advertising campaign. The researcher shall interview ten (ten customers) in three different retail outlets from each of these local government areas; namely: Ikeja, Mushin and Agege local government areas. Making it a total of 90 (ninety) customers to be interviewed. The customers shall be selected randomly. Also the researcher shall also be interviewing 5 shop owners from each of these local government areas, making it a total of 15 shop owners that would be interviewed. Also the account officer in charge of the advert campaign of Vitafoam shall be interviewed. 3. 5 PROCESSING OF THE RESULTS In the work of analysing the findings found during the interviews the researcher has chosen to record the interviews to make it easier to go back and go through them again later on. The interviews have also been written down to paper from the recordings to make it easier for the researcher to go through them and compare them to points in the literature. By doing it this way it is easier for the researcher to go back without missing out on something. 47 3. 6 RESEARCH QUESTIONS 1. What caused the decrease in sales of Vita foam products? 2. How did public relations and advertising help restore Vita foam into the market? 3. How do we identify a failing product? 4. What strategies do public relations experts employ in re-establishing Vita foam in the market? 5. What advertising strategies were employed in re-establishing Vita foam in the market? 48 CHAPTER FOUR DATA PROCESSING, PRESENTATION AND ANALYSIS 4. 0 INTRODUCTION In this chapter the information gained in the interviews with the account officer that handled the adverts for Vita foam in 2005/2006, shop owners around the speculated local government areas in Lagos, and customers of Vita foam products will be presented. The information will be presented by first retelling the information gained in the interview with the interviewee from TIE COMMUNICATIONS, and then shop owners around Lagos. Also information gotten from the questionnaires distributed among customers of polymer products generally would be presented in this chapter. 4. 1 DATA PRESENTATION SHOP OWNERS From the interviews conducted by the researcher on shop owners in Ikeja, Mushin and Agege local government areas, it was found out that, Vita foam Nigeria has been a very popular brand since the 1990s. They all agreed that around 2004, sales for the product had remarkably reduced and by 2005, Vita foam product was hardly in demand. 49 The interviewees said the reason for this decrease in sales can be attributed to the fact that other brands where springing up and where willing to sell the same or almost the same quality of products for a lesser price. They gave examples of this price differences that might have caused this reductions in sales one of which is; the queen size mattress (ordinary) was selling for Thirteen thousand Naira in 2005 and Mouka foam was selling the same type of mattress with the same quality for eleven thousand five hundred naira. The interviewees speculated that even the less popular brands like Vono foam, Sarafoam etc where producing good quality mattresses for a reduced price. The interviewees said that Vitafoam’s greatest rival in the polymer market was Mouka foam and Sarafoam, because these brands were not as expensive, available and also of good quality. It is the opinion of the interviewees that the adverts Vita foam did though were not so popular; they left an impression in the mind of anyone that was exposed to the advert. They are of the opinion that the rigorous Vita foam campaign carried out from year 2005 though to 2006, helped boost the sales of the product and helped re-establish their relevance in the market place. 50 ACCOUNT OFFICER FROM TIE COMMUNICATIONS. The interviewee asserted that the company was in charge of the Vita foam account in the year 2005/2006 and were responsible for the PR and Advert campaign carried out by Vita foam in the same year. The interviewee said that the company was approached by the client (Vitafaom) to help organise and advert and PR campaign to help boost sales and popularity level of the brand. The interviewee went on to say that the client was troubled about the constant decrease in sales of its product. The interviewee said that the first thing they did when they got the account was to carry out a research to find out why Vita foam is facing the problems there are facing, also to get a clear picture as to how Vitafaom is faring in the consumer market and to test the popularity of the brand. After which they came back to brainstorm on the strategies to use to tackle the problems discovered in the cause of the research. It was discovered that the major cause of the problem was the fact that the competition was giving the same quality for a reduced price and Vitafaom was also losing its name as people hardly knew their name anymore as products like Mouka foam was quickly taking over the market. 51 So they (TIE COMMUNICATIONS) advised Vita foam to carry out a line extension program to develop a product under Vita foam that would be the same quality with Mouka foam but that would be cheaper than Mouka foam. This brought about Rainbow foam which is a brand of Vitafaom and is relatively cheaper than most of the other quality brands in the Nigerian market. The company also proposed a 9 month advert and PR campaign for Vitafaom products which would promote all the products Vitafaom is producing including Rainbow foam. Also they made their presence felt in the Nigerian market by organising scholarship and other social responsible programs in the society. He asserted that in the world of advertising and Public relations it is believed that out of sight is out of mind, so it is important that a product is never out of sight for the consumers. According to the interviewee, an evaluation was conducted at the end of the campaign and it was the general c consensus then that the campaign was successful. The interviewee went on to say that the evaluation was based on the following criteria: 1. After campaign sales volume vis-a-vis sales volume before the campaign. 2. Popularity of the brand. 3. Current market share of Vita foam products. 52 According to the interviewee, a product can fail when it stops satisfying a need, when a competing brand is producing the same quality for lesser prices, when a product is not readily available in the market, when adequate advertisements and Public relations campaign and activities are not carried out, amongst others. The interviewee explained that, though times were hard for Vita foam during the period under review, what made them remain relevant simply was the fact that they kept producing quality products, but ensured that they improve the Public Relations and advertising activities. They started giving out scholarships, giving Vitafoam products to orphanages, also sponsorship of events and programmes were carried out to ensure that the brands image is secure in the minds of the consumers/publics. Some of these events includes, donations to professional bodies like ICAN, donations to clubs and associations like Business Club, National Union of Chemical, Footwear Rubber, Leather and Non Metallic, Standards Organisation of Nigeria, Federal road safety Corps, donations to schools such as Jextoban Secondary school, Ketu, Lagos, end of the year children party sponsored and also organised by the company, sales promotion, price slash etc. The interviewee went on to explain that media relations is an essential tool when trying to win back the loyalty and trust of your consumers. He explained 53 that Vitafoam organised series of facility tour for both media houses and also the regulatory agencies such as Standard Organisation of Nigeria and Manufacturer Association of Nigeria, Polymer Institute of Nigeria, Chemical and Non-Metallic Products Employees Federation and National Union of Chemical, Footwear Rubber, Leather and Non Metallic so as to get endorsements and approval for the products and also for the media to promote them in a positive light. QUESTIONNAIRRE TO CUSTOMERS Ninety questionnaires were distributed and ninety were returned. Based on the data collected through the questionnaires, the following is the outcome of the research. TABLE 1: AGE OF RESPONDENTS Variable 18-20 21-30 31-40 41-50 51-60 60 and above Total No. respondents 5 27 29 16 9 4 90 Of Percentage 5. 6 30 32. 2 18 10 4. 5 100 TABLE 2: AWARENESS ABOUT VITAFAOM 54 VARIABLE I AM AWARE I AM NOT AWARE TOTAL NO. OF REPONDENTS 79 11 90 PERCENTAGE % 87. 8 12. 2 100 TABLE 3: USAGE OF VITAFOAM PRODUCTS VARIABLE YES NO TOTAL NO. OF REPONDENTS 48 42 90 PERCENTAGE % 53. 3 46. 7 100 TABLE 4: WHEN DID YOU START USING VITAFOAM? VARIABLE MORE THAN 20 YEARS AGO LESS THAN TEN YEARS LESS THAN 5 YEARS DO NOT USE IT TOTAL NO. OF REPONDENTS 5 23 20 42 90 PERCENTAGE % 5. 6 25. 5 22. 2 46. 7 100 TABLE 5: DID YOU EVER NOTICE A PERIOD WHEN IT SEEMED OTHER BRANDS WERE TAKING OVER THE MARKET VARIABLE YES NO TOTAL NO. OF REPONDENTS 65 25 90 PERCENTAGE % 72. 2 27. 8 100 TABLE 6: REASON VITAFOAM LOST MARKET SHARE VARIABLE NO. OF REPONDENTS PERCENTAGE % Reduction in quality of the 5 7. 7 product 25 38. 4 55 High price of the product Better quality by competition Better price by the competition Lack of availability of the product TOTAL 23 5 65 10. 8 35. 4 7. 7 100 TABLE 7: WHAT GAVE YOU THE IDEA THAT VITA FOAM MIGHT NOT BE FARING WELL VARIABLE NO. OF REPONDENTS PERCENTAGE % When it was no longer available for sale When I stopped seeing or hearing their adverts When other brands of mattresses became very prominent When friends and colleagues advised me to buy other products TOTAL 0 45 25 20 90 0 50 27. 8 22. 2 100 TABLE 8: IN YOUR OPINION DO YOU THINK VITAFOAM HAS MADE A COMEBACK INTO THE MARKET VARIABLE YES NO TOTAL NO. OF REPONDENTS 70 20 90 PERCENTAGE % 77. 8 22. 2 100 TABLE 9: WHAT MADE VITAFOAM’S COMEBACK POSSIBLE VARIABLE Vigorous advert and PR campaign Reduction in price Increase in quality 56 NO. OF RESPONDENTS 50 7 3 PERCENTAGE % 55. 6 7. 8 3. 3 Creating another competing brand to 20 tackle the competition 10 Friends and colleagues attesting to the 90 quality of Vita foam and the good price TOTAL 22. 2 11. 1 100 TABLE 10: HAVE YOU EVER SEEN OR HEARD ANY VITAFOAM ADVERT ON ANY LOCAL MEDIUM VARIABLE YES NO TOTAL NO. OF REPONDENTS 80 10 90 PERCENTAGE % 88. 9 11. 1 100 TABLE 11: VITAFOAM ADVERT RATINGS VARIABLE VERY GOOD GOOD FAIR POOR VERY POOR TOTAL NO. OF REPONDENTS 50 20 5 5 0 80 PERCENTAGE % 62. 5 25 6. 25 6. 25 0 100 TABLE 12: WHAT INFORMED YOUR DECISION TO START USING VITAFOAM VARIABLE The new packaging The adverts on TV and radio Recommendations from friends Attractive price Sales promo Innovative additions to the product TOTAL 57 NO. OF REPONDENTS PERCENTAGE % 2 40 20 10 10 8 90 2. 2 44. 4 22. 2 11. 1 11. 1 8. 9 100 TABLE 13: MOST EFFECTIVE VITAFOAM ADVERT VARIABLE The radio advert The TV advert The Billboard adverts Print adverts Road shows TOTAL NO. REPONDENTS 10 15 25 40 0 90 OF PERCENTAGE % 11. 1 16. 7 27. 8 44. 4 0 100 4. 2 ANALYSIS OF PRESENTED DATA Based on the data gotten from the interviews conducted and questionnaires distributed, the researcher shall now attempt to answer the research questions this research aimed to answer. RESEARCH QUESTION 1: What caused the decrease in sales of Vita foam products? From the interviews conducted with the shop owners and the account officer in charge of the Vita foam account in year 2005/2006, it is clear that the main reasons for the drop in sales of Vita foam products are; stiff competition from Mouka foam, who was producing a similar product with almost the same quality, but was selling at a lower price. Another reason for the decrease in sales of Vita foam products was lack of advertisement and Public Relations 58 activities on the part of the Vita foam Nig. Ltd; this reduced their popularity in the market place. From the responses gotten from the questionnaires distributed to the customers in different retail outlet around Agege, Mushin and Ikeja local government it is clear that price of the product played a major role in diminishing the sales of the Vita foam products. 38. 4% of the 90 respondents said that the high price of Vita foam products caused the decrease, while 35. % of the same respondents said that better prices offered by competition might be the cause, 5% said Vita foam products were not readily available, 7% said better quality offered by competitors might be a cause for the reduction in sales of Vita foam products. Form the above it is clear that the major reason for the decrease in sales of Vita foam products can be attributed to high price and lack of advertiseme nt and Public Relations activities RESEARCH QUESTION 2: How did public relations and advertising help restore Vita foam into the market? From the interviews conducted with the account officer in charge of the Vita foam account in the year 2005/2006, it is clear that Public Relations and advertisement played a major role in restoring Vita foam into the market. The 59 interviewee pointed out that, through Public relations activities such as giving scholarships, giving free Vita foam products to orphanages etc, the company was able to register in the mind of the consumers as a socially conscious organisation which helped in promoting their image. Also the advert campaign proposed and executed by Tie Communications helped re-establish the Vita foam presence in the polymer industry and also in the long run helped boost the sales of the product. All of which helped restore Vitafaom back into the market place. Data gotten from the questionnaires distributes also asserts that advertising and Public relations activities played a major role in restoring Vita foam into the market place. 55. 6% of the 90 respondents said that vigorous adverts and PR campaign made the comeback for Vita foam possible. While 44. % of the respondents also claim that the adverts they saw informed their decision to buy Vita foam products. RESEARCH QUESTION 3: How do we identify a failing product? Based on the questionnaires distributed and interviews conducted. A product can be said to be failing if there is a sudden and constant decrease in sales. Also about 50% of the 90 respondents that got the questionnaires said that they knew Vitafoam was failing when they stopped hearing or seeing their adverts, 27. 8% of the respondents said that they noticed when other brands became very 60 prominent, while 22. % of the respondent said they noticed when friends and colleagues advised them to buy other products. From the above statistics, a product can be said to be failing, if they is a constant reduction in sales of the product, when adverts are suddenly not heard or seen any more, when other brands become more popular, when friends discourage you to buy the product. RESEARCH QUESTION 4: What strategies do public relations experts employ in re-establishing Vita foam in the market? From the interviews conducted, it can be said that Public Relations played a major role in re-establishing a failing products. The interviewee said that scholarships and Cooperate Social Responsibility were carried out to ensure that the brand name Vitafoam is registered in the minds of the consumers, also sponsorship of important programmes and events were carried out to boost the popularity of the brand. Media relations were also used, series of facility tour for both media houses and also the regulatory agencies such as SON and MAN were organised. RESEARCH QUESTION 5: What advertising strategies were employed in re-establishing Vita foam in the market? 61 From the research, the advertising strategy used to re-establish Vitafoam ack into the market was to create a nine month advert campaign that would run through 2005 and parts of 2006 on radio, television and print media. 55. 6% of the respondents that filled the questionnaires distributed agree that the Vigorous advert campaign embarked on by Vitafoam made it possible for vitafoam to come back into the market, also 44. 4% of the 90 respondents said that the print adverts were most effective in making them buy Vitafoam products. 27. 8% of the respondents said that the billboards advert were most effective in making them buy Vitafoam products, while 16. % said it was television and 11. 1% said it was the radio adverts that got them to buy the product. The strategies used were billboard adverts, radio, TV and print adverts that ran over a period of nine months. 62 CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION 5. 0 INTRODUCTION In this chapter, the major findings of this study will be discussed and summarized, recommendations will also be given. 5. 1 SUMMARY In this study, it was observed that public relations and advertising played a very crucial role in re-establishing Vitafoam into the market after the company experienced an alarming decrease in sales. It was also found out in the cause of the research that through Public relations activities such as giving scholarships, giving free Vita foam products to orphanages etc, the company was able to register in the mind of the consumers as a socially conscious organisation. This 63 helped in promoting their image. Also the advert campaign embarked on by the company helped re-establish the Vita foam presence in the polymer industry and also in the long run helped boost the sales of the product. All of which helped restore Vitafaom back into the market place. It was found out in the cause of the research that a failing product can be identified when; ? The product is no longer available in the market ? When other brands become more prominent ? When the product no longer satisfy a need ? When there is a sudden and constant decrease in sales. ? When friends and colleagues discourage you to buy the product. It was discovered that stiff competition from rival products, high price of Vitafaom products, lack of advertisements and Public Relations activities were the major factors that caused the failure if Vitafoam as a brand in 2005/2006. It was also discovered that through Public Relations and advertisement, Vitafoam Nig. Ltd was able to re-establish dominance in the polymer industry. 64 5. 2 CONCLUSION This study has shown that advertising and public relations play a major role in re-establishing and also maintain a product in the market. The study has shown that high prices of products, availability of the product, lack of PR, advert and other promotional activity might lead to a product failing. The major findings of this study are summarized below: ? Price, availability of the Vitafoam products, lack of adverts and public relations, and competition, caused the failure of the Vitafoam brand in the market place. ? Advertising and public relations helped restore consumer trust and helped restore Vitafoam back into the market. ? A product can be said to be failing if there is a sudden and constant decrease in sales, when adverts are suddenly not seen or heard anymore by the consumers, when friends and colleagues advised them to buy other products. 5. 3 SUGGESTION FOR FURTHER RESEARCH Due to the time limit and the level of this study the outcome has been limited. For future research within this area it could be interesting to investigate this in a deeper study. The use of various products can give a better perception on the 65 roles Public Relations and advertising plays in re-establishing a failing product into the market. Also a study can be carried out to find out how advertising and public relations if not done properly could lead to a product’s extinction. This study could help advert and PR practitioners understand the value of advertising and public relations and know the dangers they stand to face if they are not done properly. 5. 04 RECOMMENDATIONS Looking at the outcome of this study, it is suggested that organisations in the Polymer industry should not look down on adverts and public relations as they can make the difference between a successful company and a failing company. Organisations should ensure that their products and services are constantly in the mind of the consumers because they are the most important factor in the growth of the company. Brand colours and logos of companies in this industry should be used in every retail outlet, as this could attract customers to buy and also tell the public that they are available. Also Public Relations activities that covers a wide geographical area should be embarked on by companies on this industry ion a regular basis, because it boost the goodwill of the organisation and helps maintains consumer/customer loyalty. 66 BIBLIOGRAPHY Barry. T, Howard. D, (1990) A review and Critique of the Hierarchy of Effects in Advertising, International Journal of Advertising, Vol. 9, Iss. 2, P. 121 Bearden. W, Ingram. T, LaForge. R. , (2004) Marketing: Principles Perspectives, 4th Ed, McGraw-Hill/Irwin, USA: New York Belch. G, Belch. M. , (1995) Introduction to advertising and promotion: an integrated marketing communications perspective, 3rd Ed, McGraw-Hill, Boston Berge B. G and Katz H. (1999) Advertising principles, NTC Publishing Group, A Division Of NTC/Contemporary Publishing Group, INC. 4255 West Touhy Avenue, Lincoln (Chicago), Illinois 60646-1975 U. S. A. 67 Brierley. S (2002) The Advertising Handbook, Routledge, London: UK Butterfield. L (1997) Excellence in Advertising, The IPA guide to best practice, British Library Cataloguing, Oxford: UK Ciadvertising. (2007) Hierarchy-of-effects models, [online article], http://www. ciadvertising. org/studies/student/97_fall/theory/hierarchy/modern. html, 2007-04- 26 Kirk Miller (1986) Reliability and validity in qualitative research, Sage Publications, USA: Beverly Hills Lavidge. R. J, Steiner. G. A. , (1961) A model of predictive measurement of advertising effectiveness, Journal of Marketing, 52, p. 59-62 Lavidge. R. J, Steiner. G. A. , (1961) A model of predict ive measurement of advertising effectiveness, Journal of Marketing, 52, p. 59-62 Mackay. A. , (2005)

Suicide in Northern Canada: A Sociological Perspective

Suicide in Northern Canada: A Sociological Perspective Suicide in Northern Canada: A Sociological Perspective from Two Contrasting Views Joel Ontiveros I. Introduction A growing suicide problem has plagued an indigenous community in northern Canada. Different indigenous communities have had a spike in suicide and attempted suicide due to many social and economic issues. In this essay, I aim to contrast two sociological perspectives of Emile Durkheim and Karl Marx in relation to how and why the native population in northern Canada is having a suicide crisis. II. Suicide in Northern Canada In the Pimicikamak Cree Nation in northern Canada there have been six deaths from suicide within the first months of 2016. In addition to these there have been one hundred and forty attempted suicides within the same indigenous community. According to the New York Times article, [a] Wave of Indigenous Suicides Leaves Canadian Town Appealing for Help, author Liam Stack claims that this wave of suicides is attributed to a faulty relationship between the Canadian government and the native community. The area residents live in extreme poverty and have an unemployment rate of eighty-five percent. Moreover, the native communities poverty leads to a sense of alienation from the non-native southern Canadians who live a more comfortable life. The community and other native communities in northern Canada receive no government investments and do not have access to employment. In addition, there are no hospitals and mental health institutions for hundreds of miles away from the communities. The community, only [has one] fill-time mental health worker [who] has no medical or psychological training, just a bachelors degree in social work.[1] Stack claims that the lack of government cooperation with the communities and trauma from colonialism is what led up to this epidemic. In retrospect, the natives were forced into an alien culture and were stripped of their ancient culture. III. Solidarity and Anomic Suicide From a historical point of view, Emile Durkheim would argue that the spike in suicides in northern Canada is a result of the historical transformation from a more primitive mechanical society to [a] more organic society.[2] Durkheim claimed that a mechanical society is attached together by the common duty that everybody merely does the same type of things. In a mechanical society, all individuals would have a job to fulfill, such as hunting or gathering. This mechanical solidarity would result in individuals having a place in society and feeling a sense of belonging. It is evident that before the Americas were colonized, the natives lived in a mechanical solidarity system that consisted in every individual having a role. These determined roles focused on the collective and did not emphasize individualism. In contrast, once a society has a larger amount of people with more interaction, what Durkheim termed dynamic density, then that society will convert to an organic solidarity, Addit ionally, a division of labor is a factor in this social paradigm. The society becomes more efficient in production because the division of labor demands that the majority of individuals become specialized at a certain task. He believed that anomie happens in an organic society, which is defined as A sense associated with organic solidarity, of not knowing what one is expected to do; of being adrift in society without any clear and secure moorings.[3] Indeed, the native population in northern Canada has become a victim of organic solidarity. The lack of government resources and jobs leads individuals to feel alienated. These individuals do not have a place in modern society because of the lack of jobs and the improper assimilation that was inhumane in the first place, and did not fully incorporate the natives into the European Canadian society. In Durkheims book Suicide, he argued that people a more likely to kill themselves when they do not know what is expected of them.[4] He created categories of suicide that explain why suicide happens. One of his four types of suicide is termed anomic suicide, which he defined as: People are more likely to kill themselves when they do not know what is expected of them, where regulation is low, and they are largely free to run wild. This mad pursuit is likely to prove unsatisfying and, as a result, a higher percentage of people in such a situation are apt to commit this type of suicide.[5] It is evident that the general suicides in northern Canada can be linked to anomic suicide. The individuals do not have access to jobs or resources and live in a society that constantly promotes individualism. The lack of not knowing what to do with oneself, could lead to many existential dilemmas that repressed societies must confront. IV. Class Conflict In a contrasting sociological view, one could link a spike of suicides in northern Canada to the alienation of individuals from class conflict. Karl Marx argued that under capitalism, individuals become alienated from their family, friends, and coworkers, because of a constant conflict between the workers and capitalists. The workers or proletariat have a subsistent wage that merely lets them survive, the majority of natives living in northern Canada do not even have jobs because of an 85% unemployment rate. The natives could be labeled as the lumpenproletariat, or individuals that are below the workers, who may be constantly unemployed. While the lumpenproletariat is below the workers, they still are affected by the clash between the proletariat and bourgeoisie. The capitalists are constantly seeking ways to take advantage of surplus wages, which causes a conflict between the workers. The exploitation of surplus value leads to less resources for communities such as the northern nati ve Canadians. The lack of resources due to exploitation can be compounded with Durkheims organic solidarity, and anomic suicide to highlight the spike in suicides. Additionally, bourgeoisie dominant ideology dictates what norms/mores are to be assimilated by a community. These assimilations have created a cultural genocide for the indigenous population. V. Conclusion The indigenous of northern Canada have seen a spike in suicide because of anomic suicide and the sense of not belonging or knowing what to do in an organic solidarity paradigm. The rise in suicide can also be linked to the class conflict between the capitalists and the workers. Although, the majority of the natives are unemployed, they still are affected by the dominant ideology which dictates the norms that they were forced to assimilate. [1] Cite article pg 2 [2] Book pg 15 [3] Book pg 20 [4] Pg 22 [5] Pg 22