Christian Counseling Notes

I. The Possibility of Change A. Unbridled Pessimism (Cavanaugh) B. Exuberant Optimism (Mahoney) C. The Balanced Truth II. The Potential of Change: Series of Questions A. What Are We Trying to Change? 1. The Core Personality? 2. Discovering Who We Are in Christ? 3. The Desires? B. What Do We Change People Into? C. By What Authority? 1. The Scriptures: 2. The Goal: Maturity; Christ-likeness As Christian counselors, we are under the authority to encourage people to change or conform to the pattern (the behaviors and desires) of Jesus Christ. III. The Barriers to Change A.Apathy – Lacking Motivation (Elijah) Elijah’s lack of motivation was directly applied to â€Å"bad believing. † B. Lack of Sustained Commitment – Resistance to Change (Hosea) C. Lack of Belief that Change is Possible – Victim-Orientation (Saul/Jonathan) â€Å"My environment has been bad so I can’t change. † D. Lack of Knowledge – Concerning what God says about chan ge, concerning the process of change, and concerning what needs to be changed IV. The Bible on Change A. We Can Change. 1. Regeneration – Immediate (Based on the Resurrection) 2. Transformation – Training Process (Through the Holy Spirit and the Word)B. What Needs to Be Changed? 1. Sin (Isaiah 1:18) 2. Pride (Revelation 3) 3. Relationships (Malachi 2) 4. Behavior (Ephesians 4:28) 5. Attitudes and Beliefs (Matthew 19) C. Elements Central to the Process of Change 1. Other People (Galatians 6:1) 2. The Word (Romans 12:1-2) 3. The Holy Spirit (Ephesians 5; Galatians 5:16) 4. The Community of Faith (Hebrews 10:24-25) V. Elements Requiring Attention as We Help People with the Process of Change A. Create an environment that optimizes the potential for change (Proverbs 29:18). B. Provide loving direction throughout sessions (Ecclesiastes 12).C. Be flexible in your approach (1 Corinthians 12). D. Work out a framework that enables comprehensiveness and direction. 1. Addiction Is sues 2. Thinking Issues 3. Feelings (Indicators) 4. Spiritual Issues 5. Environmental Issues 6. Developmental History Issues E. Work collaboratively to decide where we need to begin and go. F. Get a commitment to action plans. G. Give them something to accomplish outside the session. H. Monitor the process and commit to intercessory prayer support. I. Terminate and transition to service and community Change comes as a result of training not trying.CCOU 203 Study Questions: 1. What are the opposing beliefs about change? Is change possible? What authority establishes the direction of change for the Christian caregiver? 2. Name four barriers we encounter when we seek to help people with change? 3. According to the Bible, what needs to be changed in people’s lives? Name four elements that are central to the change process. What elements should be fostered to create an environment that optimizes the possibility of change? 4. Is it good for the Christian caregiver to provide direct ion for the care-seeker?What do we learn from I Thessalonians 5:14 about flexibility in care-giving? Why should we work collaboratively with the care-seeker to develop an action plan? 5. Why is it important to pray for people we are helping with change? What attitude does faith in the resurrection of Jesus Christ produce in those who are seeking to change their lives? Soul Care Notes: I Kings 19 Isaiah 1:18 Hosea 6:11 Romans 12:1,2 II Corinthians 5:17 Philippians 4:13 Ephesians 4:12-16 Ephesians 5:1 II Timothy 1:7 II Timothy 3:15-17 I Thessalonians 5:14

A Strategic Framework for Customer Relationship Management

A Strategic Framework for Customer Relationship Management Introduction: This article explores the plethora of literature available on CRM and relationship marketing and emphasizes the need for a single, process-based framework that helps in making a comprehensive CRM strategy followed by its successful implementation. The objective is to highlight CRM’s role in enhancing customer value and, in turn the shareholder value.Various CRM and marketing experts, who provide their views in the article, emphasize the need for a cross-functional, process-oriented approach which identifies three alternative perspectives of CRM within a holistic organizational context. They try to identify five key cross-functional CRM processes starting from a strategy development process, followed by value creation process, multichannel integration process, an information management process, and in the end performance assessment process.Based on these 5 pillars, they put forward a new conceptual framewo rk specifying the roles and functions associated with each element in the framework. Summary: CRM is a strategic approach that is concerned with creating improved shareholder value through the development of appropriate relationships with key customers and customer segments. There is a need to develop relationship marketing strategies and IT architecture to create profitable, long-term relationships with customers and other key stakeholders.The article is organized mainly in three parts. Firstly, it explores the three alternative perspectives of CRM. Secondly, it considers the need for a cross-functional process-based approach to CRM where the strategists develop criteria for process selection and identify the five key CRM processes. Next, they propose a strategic conceptual framework that is constructed of these five processes followed by the examination of the components of each process. Hence, CRM can be defined with three perspectives forming a continuum.At one corner is the nar rowly and tactically defined particular technology solution, followed by wide-ranging technology (customer oriented IT and Internet), and customer centric approach (holistic approach emphasizing creation of shareholder value) as we move towards right at the other end of the continuum. Processes are the backbone of any initiative or a framework. Absence of a strategic framework for CRM is one reason for the disappointing results associated with many CRM initiatives.The strategic perspective starts with reviewing the following four process selection criteria for marketing and business processes which are now augmented by 2 new additional suggestions. 1)The processes should comprise a small set that addresses tasks critical to the achievement of an organization’s goals. 2)Each process should contribute to the value creation process. 3) Each process should be at a strategic or macro level. 4)The processes need to manifest clear interrelationships. 5) New: Each process should be c ross functional in nature. 6)New.Each process would be considered by experienced practitioners as being both logical. The refining of CRM strategy can start with the interaction research as interaction and communication play a crucial role in the various stages of research. It consists of interaction with various executives, meetings and group discussion with emphasis on testing concepts, new ideas, and results. On the other hand, the process identification and CRM framework creation begins with identification of generic CRM processes which are used by an expert panel of experienced CRM executives.The resultant five generic processes are: the strategy development process, the value creation process, the multichannel integration process, the information management process, and finally the performance assessment process. These five key generic CRM processes help form a preliminary conceptual framework which is continuously improved for better business results and increased share value . Next are the business/customer strategy and the value creation processes.The business strategy process can commence with a review of a company’s vision and its relation to the CRM model. It is followed by the review of the industrial and competitive environment. Here the traditional industry analysis is augmented by more contemporary approaches for deeper environmental analysis and the understanding the impact of disruptive technologies. Customer strategy on the other hand, deals with CRM perspective which requires a cross functional approach, especially when different departments are involved in strategy development.Other important facets are information management process and performance assessment. Information management is concerned with the collection, integration and use of customer data and information from all processes. It involves managing assets like the data repository, IT systems and analysis tools. Data repository provides a corporate memory of all customers. Systems include the organization’s computer hardware, software, middleware IT, front office and back office applications like SFA and call center management.Lastly, analysis tools support many activities involved in interfacing directly with customers with technologies like data mining. The article also talks about Multichannel Integration process, which takes into account the combinations of different channels with customer interaction perspective. It takes the outputs of the business strategy and value creation processes and translates them into value-adding activities with customers. It ensures that the customer experiences remains highly positive within those channels. Analysis:Even though, there has been enough emphasis on the cross-functional, process-based CRM strategy framework that aims to help companies, it is mostly based on large industrial companies and not the small and medium sized companies. I agree with the views that the size and complexity of such enterpris es are most likely to post big CRM challenges, but small scale initiatives should be considered as well. I concur with objective of the article which deals with a process-based conceptual framework and cross functional approach for strategic CRM model.Also, I agree with argument which has been put forward again and again in the article for the need of an acceptable definition that encompasses all facets. The framework proposed in the article is just a beginner’s model, yet a potentially useful starting point for the development of improved insight into these aspects of CRM theory. But according to me, because of the changing scenarios and fickle nature of market there is still a need for delimiting the domain, agreeing on a definition for CRM, and building a research agenda. I would like to add that certainly there is a need for measure and control the CRM performance.But, at the same time traditional approach for performance measurement systems will not be suitable for cross functional CRM. There have been new initiatives like balanced scorecard which enables a wide range of metrics designs. It consists of shareholder results and performance monitoring. Ideally, it should reflect the performance standards necessary across the five major processes to ensure that CRM activities are planned and practiced effectively and that a feedback loop exists to maximize performance improvement and organizational learning.The article also explores the multiple channels, such as field sales forces, Internet, direct mail, telephony, traditional television, e-commerce and m-commerce, including e-mail to interact with its customers. For example, making use of e-commerce opportunities and the fundamental economic characteristics of the Internet can enable a much deeper level of segmentation granularity than is affordable in most other channels. With the advent of Internet, interactive digital television, mobile telephony and text messaging, wireless application protocol, and 3G mobile services can be utilized in this field.The challenge lies in the ability of strategy to uphold the same high standards across different channels enhancing customer experiences. As far as associated value goes, I believe that outputs of the strategy development process leads to programs that both extract and deliver value and maximizes the lifetime value of desirable customer segments. It includes determining what value the company can provide to its customer along with what value the company can receives from its customers.These value propositions include the relationship among the performance of the product, the fulfillment of the customer’s needs, and the total cost to the customer over the customer relationship life cycle. Like any other initiative, measurement is an integral part through the use of the metrics. The performance assessment sees that the organization’s strategic aims in terms of CRM are in alignment with the acceptable standard and that a basis for future improvement is established. Conclusion:Often, the organizations are plagued by the lack of a widely accepted and appropriate definition of CRM along with the failure to recognize its constitution. This can lead to the failure of a CRM project as this way the organization views CRM from a limited technology perspective or undertakes CRM on a fragmented basis. The plethora of information requires a cross-functional integration of processes, people, operations, and marketing capabilities that is enabled through information, technology and applications.The options provided in the article explore the opportunities like cross-selling and up-selling to acquire or strengthen customer database. To ensure that technology solutions support CRM, it is important to conduct IT planning from the perspective of providing a seamless customer service rather than planning for functional or product-centered departments and activities. On the organization’s front, the focus is on increasing customer lifetime value by determining the variation in potential customer profitability across different customer segments along with the prepositions like customer acquisition and customer retention.

Marketing Strategies for Luxury Brands Essay

New products are continuously launched into the luxury perfume market each year. DKNY’s recent addition to the perfume market is DKNY Pure. As a competitor intending to introduce a similar product into the luxury fashion brand perfume market, consumer behaviour has important implications for the design of a successful marketing strategy. This paper will outline which key factors marketers should attempt to influence in the design of a marketing strategy to introduce a new luxury brand perfume to the market. Through the use of product positioning, identifying buying groups and the target market, extensive advertising and operant conditioning marketers can manipulate the consumer decision-making process together with internal and external influences leading to consumer purchase behaviour. From a marketing perspective luxury fashion brands are defined in by features such as exclusivity, premium prices, excellent quality, distinctiveness, image, status and other aspirational characteristics (Fionda & Moore, 2009). For many consumers the purchase of luxury fashion brand perfume is a high-involvement and emotional decision (Sadeghi & Tabrizi, 2011). These purchases involve the use of extended decision-making with an extensive search of internal and external information and a considerable evaluation of alternative products available (Quester, Pettigrew & Hawkins, 2011). An extensive advertising campaign should be used the major marketing strategy for the introduction of a new product in the luxury perfume market as it can be used to manipulate and influence consumer behaviour in a number of ways. Influencing the consumer decision-making process In order to influence the consumer decision-making process advertising can be used as external stimuli in order to trigger the first stage of the consumer decision making process; problem or need recognition. Advertising can influence consumer behaviour by affecting the consumer’s desired state or their existing state (Quester, Pettigrew & Hawkins, 2011), prompting the identification of perceived need or desire for a product. Strategic marketing campaigns such as preannouncements (for example through media releases or samples) can be used to influence consumer anticipation, attention and desire or perceived need prior to the launch of a new product such as a luxury perfume (Schatzel & Calantone, 2006). By understanding the motives which direct consumers to purchase products and the needs they are seeking to satisfy marketers can target their advertising more effectively (Kotler et al, 2007). For luxury brand perfume advertising can be used to highlight the emotional need of the consumer focussing on their â€Å"esteem needs† as described by Maslow’s Hierarchy of Needs (Kotler et al, 2007; Quester, Pettigrew & Hawkins, 2011). Emotional self-esteem needs can be effectively used in advertising luxury brand perfume to women by including messages and visuals which suggest sophistication, elegance, love and confidence. Feeling and emotion significantly shapes consumer intentions for perfume with consumers visualising, imagining, estimating and assessing the perceived feelings gained from purchasing and using the product (Sadeghi & Tabrizi, 2011). Perception Marketing efforts should focus on building customers perception of both the brand and the product. Perception is a significant internal factor in a consumers’ purchase decision for luxury brand perfume. The perception process involves processing information from exposure, attention and interpretation with meanings recorded as memory (Kotler et al 2007). Consumer perceptions can be manipulated through product positioning; in this case introducing a new perfume’s under the familiar luxury brand image will position it in the high-end perfume market creating a perception that it is a similar high-end product. Identifying the desired product position allows marketers to design strategies to develop the appropriate product image for that particular target market (Quester, Pettigrew & Hawkins, 2011). Perfumes are products that are comprised of both tangible and intangible characteristics designed to satisfy consumers. Perceptions of quality can be influenced by the tangible (intrinsic) characteristics of the product; for perfume this is the bottle and the package. Through the application of beautiful and clever product design and packaging marketers can manipulate consumer perception of the perfume and its image (Sadeghi & Tabrizi, 2011). Intangible (extrinsic) characteristics such as price, store image or brand image also serve to influence the consumer’s perception of quality (Quester, Pettigrew & Hawkins, 2011). Setting higher prices for the perfume consistent with the product position and target market (Fionda & Moore, 2009) and stocking the perfume in high-end department stores are strategies that can be employed to infer quality and influence consumer perceptions of status. Brand image and brand awareness Brand leveraging strategies can be employed to capitalise on the brand equity of a familiar luxury brand by giving the brand name to a new product (Quester, Pettigrew & Hawkins, 2011). By introducing a new perfume using an established luxury fashion brand (either as a product or line extension) marketers can increase consumer recognition and acceptance of new products (Wu & Lo, 2009) as well as making the most of the perceived intangible benefits associated with a positive brand image. A consumer’s positive perception of brand image of familiar luxury fashion brands has a significant effect on increasing purchase intentions of the products produced by those brands. The creation and usage of a strong brand image can be used by marketers to reduce uncertainty around product evaluation (or perceived purchase risk) whilst also increasing confidence in product quality (Sadeghi & Tabrizi, 2011). Consumers view brand as an important part of a product which adds perceived value to the product (Wu & Lo, 2009; Sadeghi & Tabrizi, 2011). Launching a perfume under an existing familiar brand with a positive brand image can generate competitive advantage by increasing consumer’s interest and attention and resulting positive evaluation of a product (Fionda & Moore, 2009). Further, consumers are likely to give greater attention to a familiar brand and to engage more effort in processing information about a product with a familiar brand name (Sadeghi & Tabrizi, 2011). Brand personality & celebrity endorsement Brand personality is a key factor in brand identity and is highly influential in the consumer decision making process as it relates to the desire to satisfy needs of self-esteem and belonging (Rajagopal, 2006). Consumers are motivated to purchase products from brands that reflect their own personality or that portrays personalities to which they aspire (Sirgy, 1982; Guthrie & Kim, 2009; Spry, Pappu & Cornwell, 2011). Celebrity endorsement is considered an effective strategy by marketers as a highly visible means of brand personality creation ((Rajagopal, 2006; Spry, Pappu & Cornwell, 2011). Endorsement by celebrities influences consumer behaviour through attracting increased attention, generating greater brand recall and recognition (Quester, Pettigrew & Hawkins, 2011; Spry, Pappu & Cornwell, 2011). Dean (1999, as cited in Spry, Pappu & Cornwell, 2011) further posits that celebrity endorsement can also influence a consumer’s perceptions of product quality and distinctiveness. The effectiveness of using a celebrity to endorse a product will be enhanced if there is congruence between the celebrity’s image, the product (and brand) personality and the self-concept of the target market (Quester, Pettigrew & Hawkins, 2011). Market research should be conducted to determine perceptions of chosen celebrities to ensure they are credible and have attributes that coincide with the target market’s needs and desires (Quester, Pettigrew & Hawkins, 2011; Spry, Pappu & Cornwell, 2011). For the luxury brand perfume market such attributes should be based on attractiveness and image. Learning & operant conditioning Consumers learn about products through the knowledge and experience gained from purchase and consumption (Quester, Pettigrew & Hawkins, 2011). By understanding how consumers learn about products marketers can include information to assist and influence the consumer decision-making process. Operant conditioning is highly effective marketing strategy used to influence consumer behaviour particularly in high involvement purchases such as perfume (Peter & Nord, 1982; Quester, Pettigrew & Hawkins, 2011). Operant conditioning can shape positive reinforcement for consumer purchase intention (Amor & Guilbert, 2009). By trialling, using tester bottles and sample spray cards the product consumers are able to experience the perfume determine if they like the scent and if it smells good on their skin. Amor & Guilbert (2009) suggest that consumers are more likely to respond to new perfume samples than established ones. Marketers can provide free samples during related purchases to encourage product trial (Amor & Guilbert, 2009) which assists in capturing consumer attention and increasing product familiarity (Sadeghi & Tabrizi, 2011). Placing samples in high-end fashion magazines will also assist with familiarity as well as perception of quality. Using free samples as promotional tools may also assist marketers in developing a positive attitude toward the sampled perfume product as well as toward to the brand (Amor & Guilbert, 2009). External influences A consumer’s purchasing behaviour is also influenced by social factors. By identifying the roles in the buying process marketers can incorporate this information in the product design and advertising message decisions (Kotler et al 2007). For women’s perfume the same person might play several roles in the purchasing decision. The purchaser will often be the initiator of the purchase, the decider who ultimately makes the purchasing decision and the user or wearer of the perfume (Kotler et al). Products such as perfume that are complementary to self-image are occasionally purchased by consumers as gifts for themselves. Marketers can target the fulfilment of self-gifting motivations by interspersing perfumes with other products such as cosmetics so that sales-staff might promote combining purchases (Mick, Demoss & Faber, 1992). Males may also be purchasers of women’s perfume as gifts. Identifying this group in the buying process will enable targeted marketing through the development of gift packs around peak gift periods such as Christmas, and Valentines Day. As shown in the above discussion through the use of extensive advertising campaigns marketers can influence consumer purchase intention through stimulating emotional need or desire for the new perfume product as well as creating attention and awareness. Identifying and establishing the product position and the roles in the buying process will enable marketers to design and direct advertising at the desired target segments. The use of an established luxury brand to launch the product can influence consumer’s perceptions of quality and status of the brand and by association the perfume. Whilst credible celebrities can be used in advertising campaigns to create or support brand personality influencing attention, increasing brand recognition and product recall as well as further addressing consumer’s desire for fulfilment of self-concept needs. Finally operant conditioning through the provision on free samples and testers will be used to shape consumer learning about the new product by positive reinforcement, as well as capturing consumer attention and further increasing brand awareness. By understanding the relevant influences of consumer behaviour to the new product marketers can incorporate this theory in order to manipulate the buying intentions and purchase behaviours of consumers and create a successful marketing campaign.

Should the U.S. Justice Department have filed suit against Arizona's Research Paper

Should the U.S. Justice Department have filed suit against Arizona's new immigration policy - Research Paper Example The law focuses mainly on those provisions that require state enforcement of federal immigration law and impose criminal penalties for immigration related conduct (Hing, p 169). The Arizona’s new immigration policy has been signed as is scheduled to take effect soon. Upon adoption, it will be officially illegal to be an illegal immigrant in Arizona. The police in Arizona will be expected to ask anyone to prove their immigration status. The Arizona police are also compelled, under threat of lawsuit, to enforce federal immigration laws. The law, according to the justice department, will be expensive and disruptive. The law will further be susceptible to uneven application and can undermine community policing by discouraging cooperation with state and local law enforcement. There are negative consequences that will result from giving the local police the authority to stop anyone on the reasonable suspicion, that they just might be illegal immigrant. The law will automatically give the police an important new tool in their crime fighting process. The police will have the ability to detain and possibly deport any person without bothering to obtain warrants or prove that that the arrested individuals have committed a crime which is unconstitutional. The US justice department has filed a law suit seeking to challenge the Arizona’s new immigration policy. The lawsuit charges that the Arizona law cracking down on illegal immigrants conflicts with the federal law. The Arizona law would disrupt immigration enforcement and can lead to police harassment of those who cannot prove their lawful status. The law suit has been filed in the federal court of Arizona and states that the Arizona state’s measure is unconstitutional and asks a judge to stop it from taking effect. The Arizona immigration law will cause the detention and harassment of authorized visitors, immigrants, and citizens who do not have to carry

Contributions of the Austrian School of Thought Essay

Contributions of the Austrian School of Thought - Essay Example The historical school suggested that economic science cannot generate universal principles so scientific research should study historical examination in detail. Principles of Economics reiterated the universal laws’ view of political economy using marginal analysis. Roscher’s students gave Menger and his followers the title of Austrian School for being faculty members at the University of Vienna. There have been no leading figures in economists from any Austrian university in the Austrian school of economics since the 1930s. Between 1930s and 1940s, scholars associated with the Austrian school were located at different universities in Britain and the US. Many ideas of the mid-twentieth-century Austrian economists originate in the classical economists’ ideas or ideas of economists from the early-twentieth-century. The present Austrian school economists are influenced by modern economists. There is no substantive meaning of the label â€Å"Austrian†, though a unique Austrian school of economics does exist in the economic profession. This article discusses the major propositions of economics believed by the Austrians. According to the first proposition, only individuals select which implies that man starts all economic analysis with plan and purpose. Choices are made by individuals rather than by collective entities. The second proposition suggests that the market order study is basically about exchange behavior and organizations undergoing exchange. The science exploring market order is categorized under catallactics. Catallactics discusses emerging exchange relationships in the market, bargaining in the process of exchange, and the institutions that participate in exchange. The third proposition states that the social sciences’ facts are what individuals think about and also believe. Being humans, we can understand other humans’ purposes and plans. Human action sciences vary from natural sciences. Human sciences are ruin ed with them being forced into natural sciences’ philosophical mold. The fourth proposition considers costs and utility to be subjective because the human mind filters all economic phenomena. One has to choose among the various available paths while deciding the courses of action. Focus on choice alternatives leads to opportunity costs. Any action’s cost is the value of the most valuable alternative left out while that action is selected. The fifth proposition states that economization of the price system is based on the information needed by individuals to process in decision making. Price summarizes exchange terms on the market. Market prices quickly change with the change of underlying conditions thus causing people to quickly adjust. According to the sixth proposition, private property is a compulsory condition in the means of production that is needed for rational calculation of economics. Private ownership offers strong incentives for scarce resources’ eff icient allocation. Economic planners cannot correctly calculate the alternative use of production means if money prices do not reflect the means of production’s relative scarcities. The seventh proposition considers the competitive market to be an entrepreneurial discovery process as competition is thought by many economists to be a state of affairs. The entrepreneur plays the role of change agent that pulls and prods markets in different directions since competition is an activity. Market economy and

Explain the rationale behind antibody usage in common laboratory Essay

Explain the rationale behind antibody usage in common laboratory assays such as ELISA, immunofluorescence, immunohistochemistry, - Essay Example Many clinical laboratory tests incorporate antibodies because of their unique feature in identifying and singling out among very much interrelated antigens (Estridge & Reynolds 2011). Any test concerning an antibody-antigen reaction is referred to as a serological test (Kudesia 2006, p. 197). These tests make use of the reality that a good number of viral, bacterial, fungal, and parasitic illnesses bring forth accomplished antibody rejoinders. Therefore, identification of antibodies to infection agents in patients’ samples helps in the discovery of infections such as influenza, HIV, hepatitis, and rubella (Estridge & Reynolds 2011). ... Immunological tests make use of monoclonal or polyclonal antibodies. Antibodies of one class with specificity to only one epitope are called monoclonal antibodies. These antibodies are derived from a single cell line hence the name monoclonal. They are manufactured in the laboratories, making up the key reagents in most commercially available immunodiagnostic supplies. Polyclonal antibodies, on the other hand, are assortments of antibodies generated by many cell lines. These commercially available antibodies make use of a cloning process during their manufacture. The advantage of cloning antibodies is that it results in higher specificity in the antibodies. Both monoclonal and polyclonal antibodies can be produced from living organisms and cell cultures in the laboratory (Buchwalow & Bocker 2010). Scientists use mice, rats, and rabbits to clone antibodies. Antibody cloning is the production of antibodies from both living and non-living sources. The first step of monoclonal antibody p roduction in rats involves injecting the rat with an antigen that elicits an immune response by production of antibody-forming cells. These antibody forming cells (B-cells) are isolated from the organism. The B-cells then fuse with tissue cultured tumor cells to form hybridomas (Buchwalow & Bocker 2010). The hybridomas then undergo screening for antibody production after which they are cloned into many hybridomas. The final step is the isolation of monoclonal antibodies from the hybridomas. Experience shows that monoclonal antibodies from rabbits exhibit more specificity than antibodies from rats and mice (Buchwalow & Bocker 2010). Measurement of immune responses following an

Food Security Essay Example | Topics and Well Written Essays - 1000 words

Food Security - Essay Example Global warming has worked to exacerbate tensions rising over food insecurity concerns. The influence of climate on food supplies is so phenomenal that both entities are popularized as being inextricably linked to each other. Food shortage is the reason why people in many parts of the world are driven toward the practice of committing suicide. This is because hunger is a great punishment and many people are bound to suffer from this punishment at hands of heaven-kissing food rates. People from socioeconomically disadvantaged backgrounds suffer the most from this shortage of food supplies and resulting high food rates. The suicide rate is also particularly common among such groups. As food prices spiral out of control and agricultural practices get the worst of climate change, the world is advised to prepare for an upcoming dearth of many basic food products. What is so different now from the past is that masses of people have moved from calm rural areas to chaotic urban areas in respo nse to industrialization and these areas suffer from a climatic risk that is more deadly and influential. It is the result of such mass migration of as many as 650 million people to arid or semi-arid areas that problems like the flood, droughts, and skyrocketing food prices affect them the most. This small statistic helps to gain an insight into the awry situation of the food problem in present contemporary times.  Human numbers increasing at an unprecedented rate also serve to exacerbate food insecurity issues.  

Critically analyse Debenhams's code of conduct and identify tree key Essay

Critically analyse Debenhams's code of conduct and identify tree key components that demonstrate the company's values and busine - Essay Example 14). Stonehouse (1991) defines the code of conduct as â€Å"a statement about practice, or what we will strive to do† (Stonehouse, 1991). Since conduct is different from aesthetics, therefore, a good code of conduct should not address such issues as those of self-presentation, rhetoric, and style. A good code of conduct covers more than just moral principles; it also refers to the ideals of the good; â€Å"an engineer might insist on load bearing standards well above what the law requires because of his commitment to the ideal of safety. Sanctions – sanctions applied in the context of an appropriate complaints and discipline system - ought only to be deployed in relation to minimum standards (morality) but not in relation to ideals (ethics)† (Miller, 2002, p. 4). Essentials of a good code of conduct Bowie and Schnieder (2011) emphasize the construction of a foundation of the code of conduct before a company can make one that it expects all of its employees to fol low and work in accordance with. Essential components of a good code of ethics according to Bowie and Schnieder (2011) are that it should be applicable to everyone, it should remain consistent even at times during which the market is inconsistent, it should promote accountability and transparency, and it should help the organization apply the core values to the developments in regulations, technology, and all other factors that can affect the conduct of employees on the job. It is vital for a code of conduct to have involvement of the staff, and the management of individual operations and disciplinary processes should be assigned to the staff members (Bowden and Smythe, 2008, p. 584). Codes of conduct should not be just described as rules that dictate what actions need to be executed and what must be abstained from as such a visualization of codes of conduct is quite narrow. A good code of conduct mentions virtues in addition to actions. Debenhams’s code of conduct On Debenha ms’s website, there are three sections under the heading of â€Å"corporate social responsibility†. These sections include supplier code of conduct, disabled access, and policies of environmental and ethical trading. Debenhams shows only the supplier code of conduct on its website. This supplier code of conduct comprises 10 sections in total including introduction, legal requirements, employment, the safety and hygiene of working conditions, environment, representation of the workers, monitoring, inspection and assessment, sanctions, and ILO conventions. Out of the ten sections, only the third section i.e. employment has eight sub-sections titled payment of living wages, working hours not being excessive, employment of children, employment being freely chosen, disciplinary practices, lack of discrimination, respect for the freedom of association and the employees’ collective bargaining right, provision of regular employment (Debenhams, 2012a). Under the heading â€Å"disabled access†, Debenhams commits of providing the disabled people with access to the problem older stores. By providing this service for the disabled people, Debenhams gains an edge over other street retailers that do not provide the disabled people with this access. Debenhams essentially wants to project the image that the disabled people have all the rights of access that the non-disabled people ha

Cannell Ltd Case Study Example | Topics and Well Written Essays - 750 words

Cannell Ltd - Case Study Example There is very little likelihood of profitability increasing in the near future, so either labour costs or materials costs will have to be cut back. Materials can be very hard to get at low prices, so Cannell would likely have to remain with its current suppliers. One area where Cannell could cut back is with its labour costs. But, to reduce its workforce could cause profitability to fall even further. The only way to decrease the percentage of labour costs is to increase labour productivity. This could be done in a number of different ways. One of the most common is by offering bonuses to employees who reach a certain level of output. This, in turn, encourages workers to increase their output so they can receive the benefits that Connell offers. Also, the company would benefit because input would remain the same but output would grow. If this occurred, then the company could possibly increase its profitability by reducing its prices and offering large sales. Once Connell Ltd’s profitability is high enough, the Connell Ltd can try to increase its output further by purchasing new machinery. One positive to this would be that labour costs would decrease compared to the total costs. However, if Connell Ltd is to increase labour productivity, then it will need to reduce its labour turnover of 11.4 percent. The problem with high labour turnover is that is takes new employees a while to get up to speed, and this reduces labour productivity. As long as the company is offering competitive wages and also providing employee benefits, then there is no reason to believe that this high labour turnover figure will remain high for too long. (b) The employees of any workforce are a large reason behind the success of a company. The case of Connell Ltd is no different—the manufacture of soaps, shampoos and other complimentary toiletries is a labour-intensive process. It is for this reason that the role of the employees is a huge determining factor in the success or failure of the company. I agree with the managing director in that the company should double its spending on training. A well-trained workforce can increase labour productivity and also produce goods at a faster rate. Because employees of Cannell Ltd work in teams, the collaboration among workers helps to either increase or decrease labour productivity. Training can take on many different meanings. Training about how to get along with fellow co-workers is perhaps just as important as learning new skills to perform a job. Increasing human capital can help Connell Ltd to match its larger competitors. Also, by training workers, they are more likely to enjoy their working environment because they will feel as though they are qualified to be employed by the company. One thing that Connell Ltd would have to watch out for is employees moving to a rival competitor after they have been trained by the company. Connell Ltd can help avoid this situation by (1) offering wages above the industry average; (2) Rewarding long-term employees through promotions and bonuses; and (3) only giving training appropriate to an employee’s stature in the business. As long as training costs do not get out of hand, then there is no reason why the company should

How does communication affect operations in chain hotels Research Paper

How does communication affect operations in chain hotels - Research Paper Example Examining the organizational structure, management plan, service context and the characteristics of chain hotels makes a difference in how many respond to the hotel management. Each of these combines with the need of having the correct level of communication. Examining how communication fits into each of these regions will be the main objective of this research study. The association with hotel management for chains is one which has developed into a variety of models and expectations within the industry. The industry of hospitality and the organizational development that is a part of each structure is one which is developed with the ideology of service first. Having hospitality management, customer service and alternatives to assist guests with personalized needs with booking hotels and staying in a specific room are the main associations that are a part of this. This is followed by enhancement of the organization that is a part of the management and the way in which the industry functions. The need to offer the right services has led to management groups, operation rooms and divisions in different forms of hospitality, including housekeeping and food and beverage alternatives. This is combined with the management required for the overall hotel divisions, including marketing, finances and human resources that are required for a hotel to work effe ctively (Rutherford, O’Fallon, 2006). The importance of the organizational structure to manage the services of a hotel has expanded with the current initiatives that are within hotels. The chain hotels require specific services not only based on the management and divisions. There are also models which are based on hotels keeping uniformity and offering a high standard of service to continue with operations. The specific component is with the environmental awareness that is within the hotels and how this links to the customer interpretations and the

Journal Assignment Observation of a Presentation Essay

Journal Assignment Observation of a Presentation - Essay Example Each person hired had to have restaurant experience in the area of their work. For an example, a person in the kitchen had to have kitchen and food preparation experience. There were 14 new people hired for this day time shift. Each person wore a name tag, and they were told that they needed to wear the name tag every time they came to work. One lady started to laugh. She was rather young, and Mr. Marcus asked her what was funny. She said that she was glad she didn't have to wear them like the ones that retail stores have their employees do because they aren't able to be read! As the people introduced themselves, it was easy to see who were outgoing and who were quieter. The outgoing people smiled and made eye contact with others, while the more reserved were polite in their behavior, participated, but appeared uncomfortable in the group setting. Mr. Marcus smiled frequently, then said that he wanted all of them to understand correct table service because when working in an elite restaurant, it is necessary to know the procedures. He asked if anyone had ever known or practiced right-handed table service. One male, Jon, raised his hand and said that he did. Mr. Marcus asked him to come help him demonstrate. He had two of the other people sit as though they were guests in the restaurant. Jon set the table for right-handed service, then Mr. ... He had Jon take the dishes from the table from the right, then serve dessert to the guests. The others watched and Mr. Marcus asked if they had any questions. Geoff, another male, raised his hand and asked if left-handed service was ever used instead of the right handed method. Mr. Marcus explained how and when that could be used and the need to observe the guests as to which hand is used in eating. Mr. Marcus handled questions very well. Julia asked about having an accident and dropping something. Mr. Marcus' answer was pleasant. "Well, Julia, I hope that doesn't happen, but if it does, the staff will help clean it up and then we'll fire you!" He laughed, admitting he was teasing, but that the staff would help in a crisis. His personal mannerisms, his smile, eye contact, and interaction, made the trainees feel comfortable. His non-verbal behavior was impressive and quite natural. It was obvious that Mr. Marcus was quite comfortable with his position. His mannerisms showed a person who was comfortable with himself and what he was doing. He made eye contact with every person he was training and had a way of getting each to participate without causing him or her to feel uncomfortable. He did this by a slight motion of his hand. His dress was a shirt and tie with a business suit, the jacket was removed while he was training. The language that was notable was his use of "guest" instead of "customer" and "service" instead of "waiting on the table." This was definitely an upper class eating establishment! Also, when a question was asked, he repeated the question in the form of a statement, then proceeded to answer the question. This is an excellent technique for anyone in communications or the teaching field. The trainees were dressed in the type of uniforms

Significance of a Study Essay Example for Free

Significance of a Study Essay The study of the knowledge, attitude and practice on premarital sex of senior high school students in a certain national high school in Iloilo can serve as a learning paradigm to teachers, guidance counselors, school administrators, health educators, parents and the students themselves to enhance their insight and for their ceaseless quest for knowledge. Being the secondary mentors, the teachers and guidance counselors can benefit to the findings of this study. The findings of this research may serve as a guide to deal with problems, controversies and topics related to sexuality. Equipped with this information, they will be able to understand, educate and give apt advice in order to breed respected and responsible members of the community. School administrators, being the ones to discipline the students, will gain advantage to the findings of this study since this will provide them additional awareness on the sexual attitude and practices of high school students. These may enable them to formulate policies and plan of actions that can help increase consciousness on pre marital sex in their schools and prevent sexually related problems amongst the students. The insight health educators and service providers will gain from the results of the study, will hasten their interest to propagate more ideas and facts or basis essential to the practice of their profession. The information provided by the study is important for them to plan interventions, prevention programs and dissemination of vital information addressed to the needs and problems of adolescents. The high school students will be the most benefited by the results of this study. They will have a criterion as to whether their knowledge is adequate, their attitude and practices on premarital sex conform to the standards of the community. The findings will guide them in terms of their limitations or boundaries. Being sexually active, they will be presented with the advantages and disadvantages of early engagement in sexual activities, which subsequently give rise to severe problems. The findings of the study will provide the parents, as primary educators, beneficial insights and useful information on the teenagers’ sexual attitude and practices. These will help them in managing such matters. Lastly, the result of the study may confront them with existing sexual issues that will provoke them to understand their children better. The knowledge they obtain may improve their parental roles and for their children to recognize better their parental authority. Furthermore, the results of this study may answer queries parents themselves don’t totally understand and for them to know the factors that may affect the sexuality concerns and sexual activities of their children.

Marketing Advertising in the Hotel Industry

Marketing Advertising in the Hotel Industry Until recently research on advertising appeals focused on either physical products or a comparison in relation to the way in which advertising appeals differed between products and services (predominantly professional services). With the continuing growth in the MICE and 5 star resort hotel market, the purpose of this paper is to look at the effectiveness of rational and emotional advertising appeals with respect to the MICE and 5 star resort hotel sector and provide a foundation for further study in this area. Introduction â€Å"Advertising appeals† are essentially the methods which advertisers employ to sell products and services. Some of the more common forms of advertising appeals include money (saving, making and/or retaining), well being, sex, health, fun, pleasure, love, fear, admiration, convenience, vanity, egotism and environmentalism. Different forms of advertising appeals are more effective for selling different types of products or services. Likewise, cultural factors play a large role in how well a particular advertising campaign is received by consumers. Within the Meetings, Incentives, Conferences and Exhibitions (â€Å"MICE†) and 5 star resort hotel industry, advertising appeals are generally classified according to whether they are rational or emotional appeals. The difference between how effective each of these is can only be ascertained when the customer’s preferences are taken into account. However, it should be remembered that the use of advertising appeals is not a precise science and that the difference between a campaign which is highly effective and one that is not can often be the matter of a few words or the use of the wrong colour. The most important factor with respect to the effectiveness of advertising appeals are the existing customer attitudes toward the product or service and the need or want that the customer is seeking to have the product or service fulfil. It is not therefore surprising that an advertising appeal which is effective in engaging business customers may not fare as well when appealing to leisure customers. The purpose of this paper is therefore to examine, both by secondary and primary research methods, the which type of advertising appeal (ie rational or emotional) is most effective when selling MICE and 5 star resort hotels to leisure and business clients. However, it should be noted that due to time and cost restraints the scope of this paper is limited in two important respects. There is no intention to examine customers who have never used a MICE and 5 star resort hotel before and the cultural aspects of advertising appeals is only briefly touched upon. 2. Aims and Objectives The aims and objectives of this paper are to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. While the usefulness of various types of advertising appeals within the service sector generally has been researched quite extensively, this paper seeks to determine whether or not that general research can be applied equally to MICE and 5 star resort hotels. The peculiarity that is thrown up by MICE and 5 star resort hotels is that they have to appeal equally to both business and leisure consumers. Whereas most service businesses can focus on one sector of the market alone, MICE and 5 star resort hotels need to be able to attract both types of customers which can make creating an advertising campaign particularly treacherous as different appeals apply to each group. Furthermore, each type of customer group can be broken down into various further categories, for instance personal, family, tour groups, returning or first time clients, conference, by income, by age, etc. In light of the innumerable combinations and types of MICE and 5 star resort hotels, it is important to limit the extent of the research. As such, the focus of this paper is limited to MICE and 5 star resort hotels. These types of establishments only seek to attract the right type of clientele and as such are able to focus their marketing on certain sectors of the population and thereby limit the types of advertising appeals they need to rely upon. 3. Providing a rational for the work This work has both a theoretical and practical basis. From a practical point of view, the MICE and 5 star resort hotel sector is particularly competitive and the clientele is extremely discerning. There are always newer, more fashionable 5 star resort hotels or conference centres opening up and therefore it is extremely important that MICE and resort hotels understand how to market effectively to those sectors which are most likely to use their services. From a theoretical standpoint, research into the rational versus emotional dichotomy as it applies to the service industry is only now being touched upon. Even where it is being touched upon, the research often starts with the way in which emotional and rational appeals affect the marketing of physical products and then compares this to the way in which service advertising appeals are used. By focusing on a specific industry sector, MICE and 5 star resort hotels, this research is able to provide important feedback to the general theoretical position as to how well that research holds up in specific circumstances. By examining the most effective advertising appeals for the MICE and 5 star resort hotel sector, this paper aims to provide a solid foundation for both future academic research in this area and also to provide MICE and 5 star resort hotels with practical information which can be used to better tailor their advertising campaigns and most importantly, to avoid making mistakes the damage from which, particularly in a fast paced industry, can take years to undo. 4. Literature Review and Theoretical Framework In order to determine when it is most appropriate for MICE and 5 star resort hotels to use rational and emotional appeals it is first necessary to create a theoretical framework based on a critical review and synthesis of the relevant work in this area. With such a theoretical framework in place, it will then be possible to come to a conclusion as to the merits of both rational and emotional appeals as they apply to MICE and 5 star resort hotels. It is first important to clearly define the terms being referred to. An advertising appeal is defined by Wells, Burnett and Moriarty as, â€Å"something that makes the product particularly attractive or interesting to the consumer.† There are many types of advertising appeals that can be relied upon (sex, price, fear, etc), but as Albers-Miller note, most authors agree that overall all advertising appeals can be classified as either being rational appeals and emotional appeals. A rational appeal is, â€Å"a form of argument and motivation used in the promotion of products and services. Rational factors, including facts and figures, advantages and benefits, are used in an appeal to consumers’ intellects, rather than their emotions† , while an emotional appeal is where, â€Å"the basis of an advertising message having strong emotional character.† Some examples of rational appeals are; for products, the top speed of a car, the processing power of a computer and the memory size of an MP3 player; and for services, the leg room on a flight and the savings made when travelling on off peak public transport. Examples of emotional appeals include; for productions, the sex appeal of a new sports car and the popularity that comes from drinking certain alcoholic beverages; and for services, the possibilities which open up to a consumer once they obtain a certain credit card and the sex appeal of the latest, must-see Hollywood blockbuster which everyone is talking about. One of the main themes that comes through in the literature in this area is that there has been a lack of empirical research undertaken which focuses predominantly on the role of advertising appeals with respect to service industries. This is somewhat surprising when one considers that most Western economies are now service-based economies. As Mattila notes, this growth in the level of interest in services marketing has not corresponded in a similar level of interest in how service quality is communicated rather, most current research has focused on a comparison between service and goods advertising and even when focusing on services, has concentrated on professional as opposed to retail services. While the research may not have kept pace with the fundamental shift in the underlying economic foundations of Western economies, it is now quickly catching up with interest in this area increasing. While the level of general research in the area of advertising appeals and how they relate to service industries increases and the understanding of the differences between goods and services marketing increases, an opportunity exists for researchers to use this developing research base as a theoretical foundation from which to focus on more specific market segments. As such, the focus of this paper, while falling within the broad scope of the current research with respect to advertising appeals in service industries aims to focus in on a much more specific sub-set of this research area; that of the effectiveness of rational and emotional appeals in advertising MICE and 5 star resort hotels. At the same time as focusing in on a specific area of the advertising appeals in service industries research, it is important that this specific area be considered within the context of the marketing strategies of MICE and 5 star resort hotels as a whole. An organisation which wants to make the most effective use of advertising must have a clear understanding of the market segments that they are targeting and an overall marketing mix which allows them to focus their resources on communicating with that segment of the market. Advertising is only one part of the marketing mix and where the other parts are not working effectively, advertising will not provide the highest return on investment possible. Finally, it is important to take into account the environment (and in particular the external environment) in which MICE and 5 star hotels operate in when considering which advertising appeals are most likely to be effective. For instance, in times of rapid growth and high disposable income or when tax breaks are provided for entertaining, MICE and 5 star hotels would be wise to avoid focusing on appealing to the cost savings that can be made by staying with them. Rather, at these times, rational appeals are unlikely to be as necessary as emotional appeals as the necessity for a customer to substantiate a decision rationally is not as great. Before being able to consider the market segmentation that MICE and 5 star resort hotels target, it is important to define the market in which they operate. The market in which they operate can be defined broadly as, for instance, all hotels and resorts, all holidays, all business communication methods, etc; or specifically as all 5 star hotels, all hotels in a particular location, etc. Because of the diverse nature of MICE and 5 star resort hotels, it is almost impossible to come to a determination as to a market in which specific hotel operates as this will be influenced by cultural, geographic and other features. However, it is a little simpler to determine the market segments that MICE and 5 star resort hotels are interested in targeting. The market segments that all MICE and 5 star resort hotels are interested in targeting are business customers and wealthy individuals. As noted above, advertising is a sub-set of an organisation’s overall marketing mix. As such, before proceeding, it is important that the distinction between marketing and advertising is clearly set out. Marketing has been defined by the (British) Chartered Institute of Marketing as, â€Å"the management process responsible for identifying, anticipating and satisfying customer requirements profitably.† Advertising is defined by the Institute of Practitioners in Advertising as, â€Å"advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.† The marketing mix refers to the â€Å"price/value proposition† and is, as expanded on by Kotler, often referred to as the four P’s; Product, Place, Price and Promotion. The Product refers to the good or service that the supplier wishes to sell and which the consumer wishes to buy; Place refers to the convenience of buying the goods or services; Price refers to the cost to the consumer of the goods or services; and Promotion refers to the ways in which the supplier and customer communicate with each other. Advertising comes within the ambit of the promotion function. When applying the marketing mix to MICE and resort hotels, one observes that in general the Product is appealing (this may not apply to such an extent in countries in which the idea of staying in hotels is a relatively new concept for a majority of the population); with respect to the Place, while requiring travel to reach and therefore not being entirely convenient to most people, most MICE and resort hotels are located close to either business districts or leisure areas (eg beaches) meaning that while the location may not be entirely convenient, the location is generally desirable; MICE and 5 star resort hotels are generally price prohibitive with a strong emphasis on catering for company functions and higher level clientele; finally, with respect to Promotion, MICE and resort hotels rely on strong business focused advertising and word of mouth. With respect to Porter’s generic strategies matrix, MICE and resort hotels clearly aim for the niche market which is distinguished by high differentiation and high relative costs. That said, while MICE and resort hotels aim to represent themselves as being highly differentiated, exclusive and expensive, they are in fact extremely similar and operate on a low cost principle. As such, it is important for MICE and resort hotels to maintain this faà §ade and to ensure that customers’ experiences of cognitive dissonance are kept at a minimum. This faà §ade that all â€Å"cathedrals of consumption† must maintain, this separation from the mundane events of everyday life, is particularly evident in MICE and 5 star resort hotels. These establishments must be able to offer an entire â€Å"package† not only satisfying a guests physical needs, but also satisfying their wish to be deceived, to believe that for the length of their stay they are deserving of the 5 star treatment that they are receiving even through the next day they their office-bound mundane life. Williamson summarises this â€Å"package† element which applies to all purchases best when he writes: â€Å"Advertisements are selling us something else beside consumer goods; in providing us with a structure in which we and those goods are interchangeable, they are selling us ourselves†¦ Ideology is the meaning made necessary by the condition of society while helping to perpetuate those conditions. We feel a need to belong, to have a social place; it can be hard to find. Instead we may be given an imaginary one.† A supplementary point which arises from Williamson’s statement is that of the language of consumption. Many potential consumers are put off purchasing new goods or services because they do not have experience in having used them previously. For instance, someone who normally eats dinner on the couch in front of the television will be extremely reticent to eat dinner in a 5 star restaurant in which a knowledge of dining etiquette is expected. While this reluctance to try new things increases with age, it can be bridged in several ways. Advertising is a particularly effective means of overcoming potential consumers’ fears of try something new. By using analogies which relate the new product with something that the customer has already used and feels comfortable with advertisers are able to provide new consumers with the consumption queues necessary to use the new good or service and feel more comfortable doing so. In general, such techniques are not often used by MICE and 5 star resort hotels in places in which their use is understood by consumers. In societies in which the role of these hotels is understood by consumers, the aim of their advertising, is to create demand within the specific market segment that they are targeting. As such, it is almost the opposite of teaching new consumers how to use the services. These establishments are more likely to assume that those they are targeting understand how to use their services and are more likely to try to limit the understanding of their services by the general population. This is usually done through language and by offering services which are extremely specialised (eg tens of different types of facials, massages, etc) which are intended to intimidate the average consumer. Cognitive dissonance occurs when a person’s expectations are not met meaning that their level of satisfaction is low. With respect to guests’ perceptions of hotels, Saleh and Ryan write that, â€Å"†¦it is imperative that guests’ expectations be realistic and possible for the firm to deliver, otherwise an obvious gap in service quality is created.† One advantage that MICE and 5 star resort hotels have over other hotels and resorts is that a large portion of their clientele are not required to pay for their own accommodation. In situations in which the accommodation costs are being met by a third party, it is unlikely that any potential feelings of cognitive dissonance will be as strong as those of someone who has booked and paid for a hotel or resort themselves. Furthermore, any such feelings by a guest who is staying at someone else’s expense are more likely to be directed at the payer, who should have chosen a better quality hotel or resort, rather than directed at the actual hotel or resort. In addition, for guests of MICE and 5 star resort hotels, the actual hotel is normally a background factor (ie to a conference, the beach, an event, etc). These guests have other matters to occupy them. This contrasts with individuals who stay at a resort hotel that they have paid for themselves and where actually being at a resort hotel is the focus of their trip. As noted above, Mattila focuses on what she believes to be a gap in the studies examining services advertising. She believes that most of these studies focus on tangibilizing the offering or â€Å"making the service more concrete† and as a result of this a gap exists with respect to knowledge about the role emotional advertising appeals play in services advertising. What is important to keep in mind when advertising either products or services is that the advertising appeal has to match the product or service type. Albers-Miller et al note that previous research on this point has found that, â€Å"a more emotional (value-expressive) appeal should be used for a value-expressive product and a more rational (utilitarian) appeal should be used for a utilitarian product.† The way in which advertisers determine the best combination of rational and emotional appeal is assisted by the level of involvement model developed by Vaughn and adapted by Foote, Cone and Belding. That model focuses on products but provides a useful tool for understanding the differences between rational (thinking) and emotional (feeling) appeals. The four options are, high involvement/thinking which relates to high importance purchases such as cars and houses and the message should be based on â€Å"long copy, informational demonstration, comparative†; low involvement/thinking which relates to routinely purchased products such as food and items for the house and the message should be based on â€Å"coupons and samples†; high involvement/feeling which relate to a customer’s self esteem such as make up, jewellery and clothes and the message should be based on â€Å"emotional and visual† triggers; and low involvement/feeling which relates to products which satisfy personal cravings such as alcohol, snack foods and cigarettes and the message should be â€Å"creativity and lifestyle† based. How well these levels of involvement transfer to the service sector is still open to debate. If one was to take the same levels of involvement and attempted to determine which group MICE and 5 star resort hotels fall into, one might have difficulty as they do not fit cleanly into any of the categories. In general, a large proportion of business-to-business type advertising relies on rational appeals due to the fact that buyers tend to be knowledgeable about the products or services that they are buying and are seeking supportable justification for their purchasing decisions. As Stafford and Albers-Miller note, â€Å"†¦rational informative advertising appeals may help reduce some of the uncertainty often associated with the purchase of services.† That said, in today’s marketplace, it is unlikely that rational advertising appeals would be made without consideration of the emotional aspects. As such, essentially what is being said when one refers to a rational appeal is not that the emotional aspects of the appeal are not present, but that they are used more subtly and as a backdrop to the advertising campaign. As Albers-Miller et al argue: â€Å"†¦there is no reason not to include an emotional appeal and service information and benefits. Indeed many advertising practitioners would argue that this juxtaposition is one of the aims of good advertising – informing the consumer and stimulating a response through appeals to emotional, right-brain influences. However, there still needs to be some guidance given as to where we lay the emphasis in this area or emotions and rationality. And this is especially true in diverse cultures.† The importance of emotional appeals is especially important today when product differentiation is becoming more and more difficult. With respect to the MICE and 5 star resort hotel market sector, while some of these hotels are able to differentiate themselves on the basis of location, facilities and other competitive advantages, the general level of such differentiation is not great. Most people using the facilities of a MICE and 5 star resort hotels expect that certain levels of service and facilities are available. As the, â€Å"USP (unique selling proposition) is fast disappearing, then what becomes correspondingly more important is the ESP – the emotional selling point.† With respect to the advertising that MICE and 5 star resort hotels engage in, it is important for them to ensure that they are using the most effective advertising appeals necessary to persuade the targeted market segment. Louise Ha argues that the study of advertising appeals with respect to the services market has been hampered by a failure to differentiate between service firms. She believes that the type of service firm should be taken into account when determining the appropriate advertising appeals to use and relies on Zeithaml’s classification of services into three categories which are; â€Å"high on search attributes (performance of the service can be known before consumption); high on experience attributes (attributes that can only be discerned after purchase or during consumption) such as haircut and restaurants. These services are non-professional services that can be substituted by self-service of the consumer; and high on credence attributes (attributes that consumers may still find them impossible to evaluate after consuming the service) such as medical services and repair services. These are professional services that require special training or license.† MICE and 5 star resort hotels can be classified as being high on experience attributes. It should also be noted that MICE and 5 star resort hotels operate in a global marketplace. Albers-Miller et al have studied the differences between rational and emotional appeals across cultures (and in particular, Brazil, Taiwan, Mexico and the USA). They conclude that, â€Å"culture appears to play a significant role in the use of emotional and rational advertisements for services, and anthropological measures of culture provide some insight into the differences in emotional appeals.† They also note that across cultures business customers, the main target segment for MICE and 5 star resort hotels, â€Å"tend to make decisions based on more rational criteria†¦ [and that] across cultures, cognition changes little, while emotions change considerably.† While the cultural aspects of rational and emotional advertising appeals with respect to MICE and 5 star resort hotels is beyond the scope of this paper, it does provide an interesting area of research for future studies. While the differentiation between rational and emotional appeals seems like a simple and logical distinction to make, the distinction is largely artificial as an advertising campaign which solely relies on rational or emotional appeals is unlikely, if not impossible. As such, the difference between the two in an advertising campaign is the level of emphasis that is given to one over the other. Both will be used, the decision is rather how best to combine the two for maximum effect. 5. Methodology When considering the type of methodology to employ the choice is between primary or secondary research methods. Primary research methods refer to those that generally require replies from and interaction with service users such as questionnaires, focus-groups and interviews (ie fieldwork). On the other hand, secondary research methods rely on reviewing books, articles, statistical data, etc (ie deskwork). While primary research is generally viewed as being superior to secondary research, this is not always the case. Primary research is almost always hampered by cost considerations, the sample size used, the manner in which the sample population has been decided upon, researcher bias, etc. In light of cost considerations, it is almost always more cost effective to ask yourself whether or not someone else has already done this research and if so to begin at that point and then use primary research to fill in any gaps or specific areas which have not been addressed in the depth required. Secondary research also has its own problems which include such factors as the fact that it is reliant on someone else’s primary research with all the inherent problems that presents as set out above, the researcher is limited to the questions raised in the secondary materials, etc. As such, it is important that in secondary research, the sources of the information to be used are reliable (ie government sources, peer reviewed journals, text books written by qualified authors, etc). In light of the above considerations, it is important that any market research conducted uses a balance of primary and secondary research methods. In the case of this paper, it was found that there was an array of literature (secondary sources) on advertising and the service sector. However, there was less to be found when one looked at the area of MICE and resort hotels specifically. As such, while secondary research could take us to a point, from that point it was necessary to use primary research methods. The most common primary research methods are interviews, questionnaires, surveys, focus groups and secret visits. As the objective of this paper is to determine the most effective methods of advertising appeals with respect to MICE and resort hotels, some of the primary methods referred to above will not be appropriate. MICA and resort hotels cover a large cross-section of the market and large distances. As such, secret visits to the hotels would not only be cost prohibitive, but would be unlikely to provide the necessary data required. On the other hand, as most of the users of these services are UK-based, a focus group may be more appropriate for personal holiday makers. In light of the practical issues of setting up a focus group of business users, questionnaires may be more appropriate for that sector of the market. A decision was finally made to make use of a questionnaire and a focus group. Both would target people who had already used MICE and 5 star resort hotels on the basis that this was the segment of the market that these hotels were targeting. It was decided that an attempt to include customers who had never stayed in a MICE and 5 star resort hotel would be too much for a paper of this length however, it would remain a potential area for future research. With respect to the design of the questionnaire, it was decided that while quantitative responses are the easiest to compile and analyse, they do not give the depth of information that can be gleaned from qualitative answers. Furthermore, in order to be statistically valid, a quantitative questionnaire would need to involve a large, randomly selected sample base. Due to cost and time limitations, this was not considered feasible and as such, it was thought most appropriate to concentrate on a smaller, specifically selected sample of the market segment being targeted and an analysis of their qualitative responses with a clear statement as to the understood limitations of proceeding in this way. 6. Findings, analyses and evaluation The purpose of this dissertation is to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. A review of secondary sources and current research on the topic showed that this is an area which has suffered from a lack of research interest to date. While Mattila’s work provides a strong overview of advertising appeals as they relate solely to the service sector (as opposed to dealing with them solely in comparison with products), her work is quite broad and as such, while it is used as a starting point for this paper, it was necessary to supplement the secondary research and theoretical framework with primary research which consisted of a questionnaire and focus group. Further primary research was deemed not feasible due to cost and time constraints. In total, 150 questionnaires were posted or handed out. Due to the small sample size, the participants were targeted (eg businesses which book MICE and 5 star resort hotels for conferences, people leaving MICE and 5 star resort hotels, etc). Of the 150 questionnaires posted or handed out, thirty were returned. This was considered to be a reasonable level of returns in light of the type of person being asked to complete them (ie busy individuals who work long hours). A summary of the questionnaire replies are set out in Appendix 2. Due to the qualitative nature of the replies, statistical analysis of the responses is not feasible. However, they do provide an interesting insight into the way in which advertising appeals are able to influence guests of MICE and 5 star resort hotels. Along with the questionnaire, a focus group was used to try to determine in a more direct fashion people’s attitudes to MICE and 5 star resort hotels and more particularly, what effect advertising appeals had on their purchasing behaviour. As with the questionnaire, the group chosen was not chosen randomly, but rather was selected from people who had already used MICE and 5 star resort hotels in the past. Participants were shown various advertisements (not only limited to MICE and 5 star resort hotels) and asked to discuss various propositions put to them. Once again, the results were qualitative and as such not appropriate for statistical analysis. While the response to the questionnaire was not particularly high, those individuals that did respond provided some particularly interesting replies. Predictably perhaps, most responses were from middle aged, well educated men. This group is the market segment that most MICE and 5 star resort hotels seek to target with their advertising. However, the strong response by women suggests that those MICE and 5 star resort hotels that are spending most of their advertising budgets targeting men may be missing out on a large segment of the market which may still Marketing Advertising in the Hotel Industry Marketing Advertising in the Hotel Industry Until recently research on advertising appeals focused on either physical products or a comparison in relation to the way in which advertising appeals differed between products and services (predominantly professional services). With the continuing growth in the MICE and 5 star resort hotel market, the purpose of this paper is to look at the effectiveness of rational and emotional advertising appeals with respect to the MICE and 5 star resort hotel sector and provide a foundation for further study in this area. Introduction â€Å"Advertising appeals† are essentially the methods which advertisers employ to sell products and services. Some of the more common forms of advertising appeals include money (saving, making and/or retaining), well being, sex, health, fun, pleasure, love, fear, admiration, convenience, vanity, egotism and environmentalism. Different forms of advertising appeals are more effective for selling different types of products or services. Likewise, cultural factors play a large role in how well a particular advertising campaign is received by consumers. Within the Meetings, Incentives, Conferences and Exhibitions (â€Å"MICE†) and 5 star resort hotel industry, advertising appeals are generally classified according to whether they are rational or emotional appeals. The difference between how effective each of these is can only be ascertained when the customer’s preferences are taken into account. However, it should be remembered that the use of advertising appeals is not a precise science and that the difference between a campaign which is highly effective and one that is not can often be the matter of a few words or the use of the wrong colour. The most important factor with respect to the effectiveness of advertising appeals are the existing customer attitudes toward the product or service and the need or want that the customer is seeking to have the product or service fulfil. It is not therefore surprising that an advertising appeal which is effective in engaging business customers may not fare as well when appealing to leisure customers. The purpose of this paper is therefore to examine, both by secondary and primary research methods, the which type of advertising appeal (ie rational or emotional) is most effective when selling MICE and 5 star resort hotels to leisure and business clients. However, it should be noted that due to time and cost restraints the scope of this paper is limited in two important respects. There is no intention to examine customers who have never used a MICE and 5 star resort hotel before and the cultural aspects of advertising appeals is only briefly touched upon. 2. Aims and Objectives The aims and objectives of this paper are to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. While the usefulness of various types of advertising appeals within the service sector generally has been researched quite extensively, this paper seeks to determine whether or not that general research can be applied equally to MICE and 5 star resort hotels. The peculiarity that is thrown up by MICE and 5 star resort hotels is that they have to appeal equally to both business and leisure consumers. Whereas most service businesses can focus on one sector of the market alone, MICE and 5 star resort hotels need to be able to attract both types of customers which can make creating an advertising campaign particularly treacherous as different appeals apply to each group. Furthermore, each type of customer group can be broken down into various further categories, for instance personal, family, tour groups, returning or first time clients, conference, by income, by age, etc. In light of the innumerable combinations and types of MICE and 5 star resort hotels, it is important to limit the extent of the research. As such, the focus of this paper is limited to MICE and 5 star resort hotels. These types of establishments only seek to attract the right type of clientele and as such are able to focus their marketing on certain sectors of the population and thereby limit the types of advertising appeals they need to rely upon. 3. Providing a rational for the work This work has both a theoretical and practical basis. From a practical point of view, the MICE and 5 star resort hotel sector is particularly competitive and the clientele is extremely discerning. There are always newer, more fashionable 5 star resort hotels or conference centres opening up and therefore it is extremely important that MICE and resort hotels understand how to market effectively to those sectors which are most likely to use their services. From a theoretical standpoint, research into the rational versus emotional dichotomy as it applies to the service industry is only now being touched upon. Even where it is being touched upon, the research often starts with the way in which emotional and rational appeals affect the marketing of physical products and then compares this to the way in which service advertising appeals are used. By focusing on a specific industry sector, MICE and 5 star resort hotels, this research is able to provide important feedback to the general theoretical position as to how well that research holds up in specific circumstances. By examining the most effective advertising appeals for the MICE and 5 star resort hotel sector, this paper aims to provide a solid foundation for both future academic research in this area and also to provide MICE and 5 star resort hotels with practical information which can be used to better tailor their advertising campaigns and most importantly, to avoid making mistakes the damage from which, particularly in a fast paced industry, can take years to undo. 4. Literature Review and Theoretical Framework In order to determine when it is most appropriate for MICE and 5 star resort hotels to use rational and emotional appeals it is first necessary to create a theoretical framework based on a critical review and synthesis of the relevant work in this area. With such a theoretical framework in place, it will then be possible to come to a conclusion as to the merits of both rational and emotional appeals as they apply to MICE and 5 star resort hotels. It is first important to clearly define the terms being referred to. An advertising appeal is defined by Wells, Burnett and Moriarty as, â€Å"something that makes the product particularly attractive or interesting to the consumer.† There are many types of advertising appeals that can be relied upon (sex, price, fear, etc), but as Albers-Miller note, most authors agree that overall all advertising appeals can be classified as either being rational appeals and emotional appeals. A rational appeal is, â€Å"a form of argument and motivation used in the promotion of products and services. Rational factors, including facts and figures, advantages and benefits, are used in an appeal to consumers’ intellects, rather than their emotions† , while an emotional appeal is where, â€Å"the basis of an advertising message having strong emotional character.† Some examples of rational appeals are; for products, the top speed of a car, the processing power of a computer and the memory size of an MP3 player; and for services, the leg room on a flight and the savings made when travelling on off peak public transport. Examples of emotional appeals include; for productions, the sex appeal of a new sports car and the popularity that comes from drinking certain alcoholic beverages; and for services, the possibilities which open up to a consumer once they obtain a certain credit card and the sex appeal of the latest, must-see Hollywood blockbuster which everyone is talking about. One of the main themes that comes through in the literature in this area is that there has been a lack of empirical research undertaken which focuses predominantly on the role of advertising appeals with respect to service industries. This is somewhat surprising when one considers that most Western economies are now service-based economies. As Mattila notes, this growth in the level of interest in services marketing has not corresponded in a similar level of interest in how service quality is communicated rather, most current research has focused on a comparison between service and goods advertising and even when focusing on services, has concentrated on professional as opposed to retail services. While the research may not have kept pace with the fundamental shift in the underlying economic foundations of Western economies, it is now quickly catching up with interest in this area increasing. While the level of general research in the area of advertising appeals and how they relate to service industries increases and the understanding of the differences between goods and services marketing increases, an opportunity exists for researchers to use this developing research base as a theoretical foundation from which to focus on more specific market segments. As such, the focus of this paper, while falling within the broad scope of the current research with respect to advertising appeals in service industries aims to focus in on a much more specific sub-set of this research area; that of the effectiveness of rational and emotional appeals in advertising MICE and 5 star resort hotels. At the same time as focusing in on a specific area of the advertising appeals in service industries research, it is important that this specific area be considered within the context of the marketing strategies of MICE and 5 star resort hotels as a whole. An organisation which wants to make the most effective use of advertising must have a clear understanding of the market segments that they are targeting and an overall marketing mix which allows them to focus their resources on communicating with that segment of the market. Advertising is only one part of the marketing mix and where the other parts are not working effectively, advertising will not provide the highest return on investment possible. Finally, it is important to take into account the environment (and in particular the external environment) in which MICE and 5 star hotels operate in when considering which advertising appeals are most likely to be effective. For instance, in times of rapid growth and high disposable income or when tax breaks are provided for entertaining, MICE and 5 star hotels would be wise to avoid focusing on appealing to the cost savings that can be made by staying with them. Rather, at these times, rational appeals are unlikely to be as necessary as emotional appeals as the necessity for a customer to substantiate a decision rationally is not as great. Before being able to consider the market segmentation that MICE and 5 star resort hotels target, it is important to define the market in which they operate. The market in which they operate can be defined broadly as, for instance, all hotels and resorts, all holidays, all business communication methods, etc; or specifically as all 5 star hotels, all hotels in a particular location, etc. Because of the diverse nature of MICE and 5 star resort hotels, it is almost impossible to come to a determination as to a market in which specific hotel operates as this will be influenced by cultural, geographic and other features. However, it is a little simpler to determine the market segments that MICE and 5 star resort hotels are interested in targeting. The market segments that all MICE and 5 star resort hotels are interested in targeting are business customers and wealthy individuals. As noted above, advertising is a sub-set of an organisation’s overall marketing mix. As such, before proceeding, it is important that the distinction between marketing and advertising is clearly set out. Marketing has been defined by the (British) Chartered Institute of Marketing as, â€Å"the management process responsible for identifying, anticipating and satisfying customer requirements profitably.† Advertising is defined by the Institute of Practitioners in Advertising as, â€Å"advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost.† The marketing mix refers to the â€Å"price/value proposition† and is, as expanded on by Kotler, often referred to as the four P’s; Product, Place, Price and Promotion. The Product refers to the good or service that the supplier wishes to sell and which the consumer wishes to buy; Place refers to the convenience of buying the goods or services; Price refers to the cost to the consumer of the goods or services; and Promotion refers to the ways in which the supplier and customer communicate with each other. Advertising comes within the ambit of the promotion function. When applying the marketing mix to MICE and resort hotels, one observes that in general the Product is appealing (this may not apply to such an extent in countries in which the idea of staying in hotels is a relatively new concept for a majority of the population); with respect to the Place, while requiring travel to reach and therefore not being entirely convenient to most people, most MICE and resort hotels are located close to either business districts or leisure areas (eg beaches) meaning that while the location may not be entirely convenient, the location is generally desirable; MICE and 5 star resort hotels are generally price prohibitive with a strong emphasis on catering for company functions and higher level clientele; finally, with respect to Promotion, MICE and resort hotels rely on strong business focused advertising and word of mouth. With respect to Porter’s generic strategies matrix, MICE and resort hotels clearly aim for the niche market which is distinguished by high differentiation and high relative costs. That said, while MICE and resort hotels aim to represent themselves as being highly differentiated, exclusive and expensive, they are in fact extremely similar and operate on a low cost principle. As such, it is important for MICE and resort hotels to maintain this faà §ade and to ensure that customers’ experiences of cognitive dissonance are kept at a minimum. This faà §ade that all â€Å"cathedrals of consumption† must maintain, this separation from the mundane events of everyday life, is particularly evident in MICE and 5 star resort hotels. These establishments must be able to offer an entire â€Å"package† not only satisfying a guests physical needs, but also satisfying their wish to be deceived, to believe that for the length of their stay they are deserving of the 5 star treatment that they are receiving even through the next day they their office-bound mundane life. Williamson summarises this â€Å"package† element which applies to all purchases best when he writes: â€Å"Advertisements are selling us something else beside consumer goods; in providing us with a structure in which we and those goods are interchangeable, they are selling us ourselves†¦ Ideology is the meaning made necessary by the condition of society while helping to perpetuate those conditions. We feel a need to belong, to have a social place; it can be hard to find. Instead we may be given an imaginary one.† A supplementary point which arises from Williamson’s statement is that of the language of consumption. Many potential consumers are put off purchasing new goods or services because they do not have experience in having used them previously. For instance, someone who normally eats dinner on the couch in front of the television will be extremely reticent to eat dinner in a 5 star restaurant in which a knowledge of dining etiquette is expected. While this reluctance to try new things increases with age, it can be bridged in several ways. Advertising is a particularly effective means of overcoming potential consumers’ fears of try something new. By using analogies which relate the new product with something that the customer has already used and feels comfortable with advertisers are able to provide new consumers with the consumption queues necessary to use the new good or service and feel more comfortable doing so. In general, such techniques are not often used by MICE and 5 star resort hotels in places in which their use is understood by consumers. In societies in which the role of these hotels is understood by consumers, the aim of their advertising, is to create demand within the specific market segment that they are targeting. As such, it is almost the opposite of teaching new consumers how to use the services. These establishments are more likely to assume that those they are targeting understand how to use their services and are more likely to try to limit the understanding of their services by the general population. This is usually done through language and by offering services which are extremely specialised (eg tens of different types of facials, massages, etc) which are intended to intimidate the average consumer. Cognitive dissonance occurs when a person’s expectations are not met meaning that their level of satisfaction is low. With respect to guests’ perceptions of hotels, Saleh and Ryan write that, â€Å"†¦it is imperative that guests’ expectations be realistic and possible for the firm to deliver, otherwise an obvious gap in service quality is created.† One advantage that MICE and 5 star resort hotels have over other hotels and resorts is that a large portion of their clientele are not required to pay for their own accommodation. In situations in which the accommodation costs are being met by a third party, it is unlikely that any potential feelings of cognitive dissonance will be as strong as those of someone who has booked and paid for a hotel or resort themselves. Furthermore, any such feelings by a guest who is staying at someone else’s expense are more likely to be directed at the payer, who should have chosen a better quality hotel or resort, rather than directed at the actual hotel or resort. In addition, for guests of MICE and 5 star resort hotels, the actual hotel is normally a background factor (ie to a conference, the beach, an event, etc). These guests have other matters to occupy them. This contrasts with individuals who stay at a resort hotel that they have paid for themselves and where actually being at a resort hotel is the focus of their trip. As noted above, Mattila focuses on what she believes to be a gap in the studies examining services advertising. She believes that most of these studies focus on tangibilizing the offering or â€Å"making the service more concrete† and as a result of this a gap exists with respect to knowledge about the role emotional advertising appeals play in services advertising. What is important to keep in mind when advertising either products or services is that the advertising appeal has to match the product or service type. Albers-Miller et al note that previous research on this point has found that, â€Å"a more emotional (value-expressive) appeal should be used for a value-expressive product and a more rational (utilitarian) appeal should be used for a utilitarian product.† The way in which advertisers determine the best combination of rational and emotional appeal is assisted by the level of involvement model developed by Vaughn and adapted by Foote, Cone and Belding. That model focuses on products but provides a useful tool for understanding the differences between rational (thinking) and emotional (feeling) appeals. The four options are, high involvement/thinking which relates to high importance purchases such as cars and houses and the message should be based on â€Å"long copy, informational demonstration, comparative†; low involvement/thinking which relates to routinely purchased products such as food and items for the house and the message should be based on â€Å"coupons and samples†; high involvement/feeling which relate to a customer’s self esteem such as make up, jewellery and clothes and the message should be based on â€Å"emotional and visual† triggers; and low involvement/feeling which relates to products which satisfy personal cravings such as alcohol, snack foods and cigarettes and the message should be â€Å"creativity and lifestyle† based. How well these levels of involvement transfer to the service sector is still open to debate. If one was to take the same levels of involvement and attempted to determine which group MICE and 5 star resort hotels fall into, one might have difficulty as they do not fit cleanly into any of the categories. In general, a large proportion of business-to-business type advertising relies on rational appeals due to the fact that buyers tend to be knowledgeable about the products or services that they are buying and are seeking supportable justification for their purchasing decisions. As Stafford and Albers-Miller note, â€Å"†¦rational informative advertising appeals may help reduce some of the uncertainty often associated with the purchase of services.† That said, in today’s marketplace, it is unlikely that rational advertising appeals would be made without consideration of the emotional aspects. As such, essentially what is being said when one refers to a rational appeal is not that the emotional aspects of the appeal are not present, but that they are used more subtly and as a backdrop to the advertising campaign. As Albers-Miller et al argue: â€Å"†¦there is no reason not to include an emotional appeal and service information and benefits. Indeed many advertising practitioners would argue that this juxtaposition is one of the aims of good advertising – informing the consumer and stimulating a response through appeals to emotional, right-brain influences. However, there still needs to be some guidance given as to where we lay the emphasis in this area or emotions and rationality. And this is especially true in diverse cultures.† The importance of emotional appeals is especially important today when product differentiation is becoming more and more difficult. With respect to the MICE and 5 star resort hotel market sector, while some of these hotels are able to differentiate themselves on the basis of location, facilities and other competitive advantages, the general level of such differentiation is not great. Most people using the facilities of a MICE and 5 star resort hotels expect that certain levels of service and facilities are available. As the, â€Å"USP (unique selling proposition) is fast disappearing, then what becomes correspondingly more important is the ESP – the emotional selling point.† With respect to the advertising that MICE and 5 star resort hotels engage in, it is important for them to ensure that they are using the most effective advertising appeals necessary to persuade the targeted market segment. Louise Ha argues that the study of advertising appeals with respect to the services market has been hampered by a failure to differentiate between service firms. She believes that the type of service firm should be taken into account when determining the appropriate advertising appeals to use and relies on Zeithaml’s classification of services into three categories which are; â€Å"high on search attributes (performance of the service can be known before consumption); high on experience attributes (attributes that can only be discerned after purchase or during consumption) such as haircut and restaurants. These services are non-professional services that can be substituted by self-service of the consumer; and high on credence attributes (attributes that consumers may still find them impossible to evaluate after consuming the service) such as medical services and repair services. These are professional services that require special training or license.† MICE and 5 star resort hotels can be classified as being high on experience attributes. It should also be noted that MICE and 5 star resort hotels operate in a global marketplace. Albers-Miller et al have studied the differences between rational and emotional appeals across cultures (and in particular, Brazil, Taiwan, Mexico and the USA). They conclude that, â€Å"culture appears to play a significant role in the use of emotional and rational advertisements for services, and anthropological measures of culture provide some insight into the differences in emotional appeals.† They also note that across cultures business customers, the main target segment for MICE and 5 star resort hotels, â€Å"tend to make decisions based on more rational criteria†¦ [and that] across cultures, cognition changes little, while emotions change considerably.† While the cultural aspects of rational and emotional advertising appeals with respect to MICE and 5 star resort hotels is beyond the scope of this paper, it does provide an interesting area of research for future studies. While the differentiation between rational and emotional appeals seems like a simple and logical distinction to make, the distinction is largely artificial as an advertising campaign which solely relies on rational or emotional appeals is unlikely, if not impossible. As such, the difference between the two in an advertising campaign is the level of emphasis that is given to one over the other. Both will be used, the decision is rather how best to combine the two for maximum effect. 5. Methodology When considering the type of methodology to employ the choice is between primary or secondary research methods. Primary research methods refer to those that generally require replies from and interaction with service users such as questionnaires, focus-groups and interviews (ie fieldwork). On the other hand, secondary research methods rely on reviewing books, articles, statistical data, etc (ie deskwork). While primary research is generally viewed as being superior to secondary research, this is not always the case. Primary research is almost always hampered by cost considerations, the sample size used, the manner in which the sample population has been decided upon, researcher bias, etc. In light of cost considerations, it is almost always more cost effective to ask yourself whether or not someone else has already done this research and if so to begin at that point and then use primary research to fill in any gaps or specific areas which have not been addressed in the depth required. Secondary research also has its own problems which include such factors as the fact that it is reliant on someone else’s primary research with all the inherent problems that presents as set out above, the researcher is limited to the questions raised in the secondary materials, etc. As such, it is important that in secondary research, the sources of the information to be used are reliable (ie government sources, peer reviewed journals, text books written by qualified authors, etc). In light of the above considerations, it is important that any market research conducted uses a balance of primary and secondary research methods. In the case of this paper, it was found that there was an array of literature (secondary sources) on advertising and the service sector. However, there was less to be found when one looked at the area of MICE and resort hotels specifically. As such, while secondary research could take us to a point, from that point it was necessary to use primary research methods. The most common primary research methods are interviews, questionnaires, surveys, focus groups and secret visits. As the objective of this paper is to determine the most effective methods of advertising appeals with respect to MICE and resort hotels, some of the primary methods referred to above will not be appropriate. MICA and resort hotels cover a large cross-section of the market and large distances. As such, secret visits to the hotels would not only be cost prohibitive, but would be unlikely to provide the necessary data required. On the other hand, as most of the users of these services are UK-based, a focus group may be more appropriate for personal holiday makers. In light of the practical issues of setting up a focus group of business users, questionnaires may be more appropriate for that sector of the market. A decision was finally made to make use of a questionnaire and a focus group. Both would target people who had already used MICE and 5 star resort hotels on the basis that this was the segment of the market that these hotels were targeting. It was decided that an attempt to include customers who had never stayed in a MICE and 5 star resort hotel would be too much for a paper of this length however, it would remain a potential area for future research. With respect to the design of the questionnaire, it was decided that while quantitative responses are the easiest to compile and analyse, they do not give the depth of information that can be gleaned from qualitative answers. Furthermore, in order to be statistically valid, a quantitative questionnaire would need to involve a large, randomly selected sample base. Due to cost and time limitations, this was not considered feasible and as such, it was thought most appropriate to concentrate on a smaller, specifically selected sample of the market segment being targeted and an analysis of their qualitative responses with a clear statement as to the understood limitations of proceeding in this way. 6. Findings, analyses and evaluation The purpose of this dissertation is to determine the extent to which rational and emotional appeals apply to MICE and 5 star resort hotels. A review of secondary sources and current research on the topic showed that this is an area which has suffered from a lack of research interest to date. While Mattila’s work provides a strong overview of advertising appeals as they relate solely to the service sector (as opposed to dealing with them solely in comparison with products), her work is quite broad and as such, while it is used as a starting point for this paper, it was necessary to supplement the secondary research and theoretical framework with primary research which consisted of a questionnaire and focus group. Further primary research was deemed not feasible due to cost and time constraints. In total, 150 questionnaires were posted or handed out. Due to the small sample size, the participants were targeted (eg businesses which book MICE and 5 star resort hotels for conferences, people leaving MICE and 5 star resort hotels, etc). Of the 150 questionnaires posted or handed out, thirty were returned. This was considered to be a reasonable level of returns in light of the type of person being asked to complete them (ie busy individuals who work long hours). A summary of the questionnaire replies are set out in Appendix 2. Due to the qualitative nature of the replies, statistical analysis of the responses is not feasible. However, they do provide an interesting insight into the way in which advertising appeals are able to influence guests of MICE and 5 star resort hotels. Along with the questionnaire, a focus group was used to try to determine in a more direct fashion people’s attitudes to MICE and 5 star resort hotels and more particularly, what effect advertising appeals had on their purchasing behaviour. As with the questionnaire, the group chosen was not chosen randomly, but rather was selected from people who had already used MICE and 5 star resort hotels in the past. Participants were shown various advertisements (not only limited to MICE and 5 star resort hotels) and asked to discuss various propositions put to them. Once again, the results were qualitative and as such not appropriate for statistical analysis. While the response to the questionnaire was not particularly high, those individuals that did respond provided some particularly interesting replies. Predictably perhaps, most responses were from middle aged, well educated men. This group is the market segment that most MICE and 5 star resort hotels seek to target with their advertising. However, the strong response by women suggests that those MICE and 5 star resort hotels that are spending most of their advertising budgets targeting men may be missing out on a large segment of the market which may still