Guerrilla Marketing An alternative to classical marketing instruments Essay

Guerrilla Marketing An alternative to classical marketing instruments - Essay Example The difficulty with these traditional tools for marketing lies in areas of cost, as these are often expensive campaigns which require the efforts of internal and external expertise in order to make these campaigns bring a positive return on investment. For the smaller to mid-sized company, sometimes the classical marketing efforts are just too expensive to launch successfully without straining the brand budget. The purpose of this proposed research project is to investigate whether or not guerrilla marketing is more effective than other traditional methods for building rapid consumer interest. It has already been established that the costs of classical marketing instruments are sometimes just too high for the smaller business and these companies, in order to compete with larger and more budget-capable competitors, these brands require low-cost efforts to build stronger presence in their consumer target markets. Since it is completely unclear whether or not guerrilla marketing has the potential to bring better results than more costly and complicated marketing campaigns, it is important to identify different methods in which guerrilla marketing can and should be used to bring better results in consumer sales. Guerrilla marketing, best defined as a rather unconventional and innovative marketing technique which gathers consumers’ attention in unusual ways, is a new type of marketing which is becoming commonplace in today’s businesses, especially those with smaller marketing budgets. Guerrilla marketing is a more direct, in-your-face type of marketing which attracts rapid attention from desired consumer target audiences and uses tactics which create connection through lifestyle or personal consumer interests. For example, the Pepsi-Cola company conducted research among Hispanics and discovered that this group was drawn by colas with a cherry flavouring and product brand names whi ch are catchy and rememberable. The results

Program Budgeting Essay Example for Free

Program Budgeting Essay In the general aspect of organizational management, the leaders and concerned authorities of each organization develop effective means of maximizing and properly allocating the important resources and elements existing in an organization for the benefit of the group. In this aspect, leaders aim to critically analyze and understand the processes involved in the organizational structure, the aims and pursuits of the group, the required costs and the available resources, and the issues in the organizations pursuit of achieving their common interest. In particular to this concern is the development of an effective and efficient budget allocation in terms of the production process of the organization. In this aspect, managers aim to develop an organized and realistic budget to govern the processes of the group for the aim of maximizing their capital and resources towards the achievement of their common goal. In the actual application of budget management, different approaches and strategies are used based specifically on the concern and characteristic of the organization and the process on which it will be applied on. Indeed, each budget target specific issues and concern on the organization on particular perspective such as on the micro, mezzo, or macro level. However, considering the actual application of these budget system, certain organization issues and concepts often hinder this pursuit namely on the political concern. One of which is the actual impact of constrain and limitations in the expenditure and use of resources in the budget to incorporate actual figures. In relation to this issue is the accuracy of the budget projection on the organization on which, certain aspects and field tend to be inconsistent on the concern of the budget. Another large factor also in the application of budget is the impact of the political framework already existing inside the organization. In actual view, the framework of the organization is largely based on political concepts on which, budget adjustments and changes will result significant reaction from this ground. Often, political parties inside the organization tend to react against the proposal as they view this concern to be unjustified and unequal to the general concern. In particular also to this is the impact of the budget allotment to the higher management in which they must also similarly comply with as part of the organization. Another is that other group in terms of political segregation can postulate underlying reasons for the budget application, which are significantly detrimental to the ideal concern of the budget management. Indeed, among also the important concern in the actual application of budget management are the factors of the views, interpretation, and understanding of the organization towards its concern, which are influential to the practice and adherence to the budget, implemented.

Strategies for Dietetic Communication

Strategies for Dietetic Communication Abstract This report contains information about the academic discourse, history, resources used, and communication skills, which make up an important arena for a professional in the dietetic profession. A brief explanation of the AMA style manual used in the dietetic profession is also outlined and compared to the APA style manual. There is a shared understanding of language and terminology that must exist in the dietetic profession, along with knowledge of the ever-changing nutrition world that a professional works in. It is important to know the history of the profession that a person works in to fully appreciate how it evolved to what it is today and who the people are that deserve credit for their hard work and determination. Many resources are involved in gaining knowledge and producing materials that will teach others as well. From journals to magazines, there are many sources that provide up to date, valuable information that can enhance the professional career of a dietetic profession al. Communication skills are the most important characteristic of a dietetic professional. The many ways a dietetic communicates is reviewed in this report. There are many areas to explore in the dietetic profession and that is what is being presented here. Dietetic Profession DISCOURSE A certain language and style of communication that is common among groups of people can be described as discourse. Ideas and rules are shared within a profession community to effectively communicate and comprehend the intended message. A functional structure is learned and becomes common language for those who are involved a certain profession. The discourse of dietetics involves many areas of study of which one must become familiar with in order to communicate effectively with other professionals in the field. A certain vocabulary and terminology must be researched, studied, understood, and communicated between members of this educated community. It is necessary to engage in the values, vocabulary, forms, and manners of the language to be able to effective communicate with those involved in Dietetic profession (1). Learning the discourse of Dietetics begins with the desire to become a professional in the field. One has to be open to learning the required material and master it. There is no end to the learning; it is a constant demand to keep oneself up to speed with what is going on in the current time. There are always more sources, advancements, and newer interests being sparked amongst professionals who desire to make a difference. A person who desires to work in the Dietetic field may have an interest in working with the community in a public health setting, in a clinic or hospital, long-term care, or possibly in food service management. The required curriculum is relative for all of the mentioned and provides a base for a good understanding of nutrition, interpersonal communication, and the health of those that seek Dietetic services. While the classroom sets the stage for what a student seeking a Dietetic degree needs, there is so much that is also learned while performing on-the job training and internship requirements. An important aspect of Dietetic coursework is having an understanding of multiple sciences. It is a challenging biological field and demands attention in the areas of nutritional and food sciences (2). Chemistry is important to study and understand how the human body breakdowns and uses energy. The food that goes into a persons body has chemical properties that are used as energy. It is necessary to complete human anatomy and physiology courses with a firm understanding of the bodys systems and how they work. Without a clear understanding of how the body works, there would be great mystery as to how the body receives, uses, and disposes of nutrients that are consumed. Communication skills are as important as any other skill when working with other professionals in dietetics, clients, and customers. It is necessary that dietetic workers have open communication with other professionals in different fields to ensure that proper treatment and education will be delivered to the client. A common language and terminology is necessary between members of the medical and nutritional field. It is necessary to have access to Merck manuals and medical terminology manuals as a desk reference. There is a difference in presentation when considering whom the audience will be. If a Dietetic professional is presenting to others in the field, it would be appropriate to use tables and graphs that display research finding on the new diabetes medication and its effects on certain ethnic groups. In this case, medical terms and treatment plans can be discussed using words and descriptions that might not be easily recognized by a client or someone unfamiliar with medical terms. It is very important to consider any communication barriers that may be present when counseling and discussing treatment plans with clients. Therefore, it is necessary to be flexible, have, and recognize the different levels of understanding of all different kinds of people. Mathematics is actively part of the day-to-day routine of dietetic personnel. Whether it is tallying up a clients caloric intake for the day or calculating how many kilocalories a certain patient might need in accordance to their body mass index, basic math and algebra come into play each day. If a dietetic professional takes the position of food service manager, that professional has the responsibility of budget preparation, employee hours, wages, training hours, and many other areas that require the use and implementation of mathematics. Most facilities use designated computer applications and programs to keep everyone involved organized and up to date with the care plan and treatment of patients. Altru Health Systems uses Carex and Affinity computer programs to aid in assessment, charting, implementing diet orders, tracking dietary intake, room service and meal management, and for the convenience of shared information between all disciplines that have access to the programs. This is a very useful and accurate way for everyone involved to stay on the same page and therefore be able to deliver better service to the patient. Problem solving skills are tested everyday as new health conditions and medical treatments are constantly changing. Each person who walks through the door requiring dietetic services is unique and needs assessment and screening to determine the best method for treatment and care. What works for one person, may not work for the other. Each care plan is tailored to the individual for any specific needs that may be present. There may be a point when a physician refers someone to nutrition health services for treatment and while assessing the patient, something does not quite match up or a new diagnosis may be necessary. In cases like these, all health professionals need to be up to date with testing and treatment procedures. Keeping up-to-date with the advancements and knowledge of the field through joining the American Dietetic Association can offer a variety of resources and opportunities to stay involved with the profession (3). There are quarterly meetings and continuing professional education (CPE) credits that professionals can take to keep up with the latest research. Health Magazines and newspapers are also great ways to keep up with what is going on in the profession. Someone who is working in a food service management position may not know what kinds of new medications are being used in combination with nutrition therapies and vice a versa. Experimentation is happening all of the time, especially if working as a clinical dietician. Finding the right diet fit for each individual takes trial, error and patience. With the obesity epidemic, Celiac disease, and other dietary related health highlights, it is necessary for the dietetic professional to be open to new ideas and trials of treatment. Research on how the body uses certain macronutrients, vitamins, and minerals can help professionals understand why certain things affect different people, while others may not be affected at all. Sanitation and food safety is key in providing healthful food to all people, especially those who already in a compromised state. September is National Food Safety Education Month, which was created to heighten the awareness of the importance of food safety (4). Proper hand washing, sanitation of workspaces, avoiding cross-contamination, proper cooling methods, and ensuring food is cooked and held for service at the appropriate temperatures must be implemented. A Serve Safe certification is necessary to obtain prior to completion of the outlined curriculum for the dietetic program. This certification is good for five years and needs to be renewed before expiration; otherwise, the course must be repeated to obtain a new certification. The Food Guide Pyramid was developed by the US Department of Agriculture to be used as a visual tool to help people make healthy food choices (5). This is a helpful guide for Dietetic professionals to use when counseling patients and designing meal plans. There is also a specific Food Guide Pyramid for patients with diabetes. The exchange system, in regards to carbohydrates, needs to be considered when preparing a healthy meal plan for this community of people. There are many sources, which can be accessed to aid members of this community in learning and developing a professional and working knowledge of the required technical language and methods used for effective communication. Reading academic journals, attending ADA meetings, joining committees, networking within, attending conferences and workshops, and reading health and nutritional magazines can all be great sources to discover the language used and the format in which the message is delivered. Dietetic Practice Groups (DPG) provides opportunities to increase knowledge through newsletters, publications and continuing professional education credits (6). People who have a shared interest in a more specific area of the profession set up these groups. The goals and interests of the ADA are upheld as new issues are explored and focused on. These groups can help members network and be part of a smaller group within a larger group, of which they become the expert on a specific topic or issue. The AMA style manual is used in the Dietetic profession and provides the appropriate format for citation and professional writing. The manual provides a guide for abbreviating and referencing materials that are commonly used in the writings of professional works. The ADA website, www.eatright.org, is a great place to find important communication information, ranging from sample letters to forms, to application assistance. The discourse of Dietetics is complex and takes time and interest to become the expert in. HISTORY The history of food and nutrition dates back as far as the beginning of recorded history. In the era of hunters and gathers, people knew that they had to eat in order to survive. The teachings and techniques that were used to obtain food at that time came from trial and error. It was up to the people to figure out which foods were suitable and which could possibly cause illness or even death. The importance of food, specific dietary patterns and disease prevention were observed in the Indian Ayurvedic tradition, dating back to 2500 BCE (7). Looking beyond the medieval era, western science and medicine developed ways of thinking about food and health between 600 BCE and 300 CE (7). Societies throughout each era have looked at diet and nutrition as a means of healthy living and survival. Through the Renaissance and up to the eighteenth century, reports have noted that diet and nutrition were an integral part of having a fulfilled life (7). Many documents from ancient and historical times have evidence that inventions for food processing were becoming common knowledge and new foods were being discovered. In this time, food was mostly produced and consumed entirely within the local area. A familys nourishment was provided by the food that was grown and prepared within the family and exchanged with nearby neighbors. Cooking and preservation techniques at this time were not necessarily safe but were evolving towards more advanced processes. During the Industrial Revolution, the introduction of railroads and wagon roads made the transfer of goods possible at greater distances. This shift began to affect the foods that people had access to and what they ate (8). The science of nutrition began to emerge in the early to mid nineteenth century. During this time, both Europe and the United States were influenced by their governments to increase the yield of food from plant crops and animal herds (7). Food production held a very important role in nourishing the soldiers who were fighting in the war. Safe food was soon found to be the key for survival of troops, especially those who had been wounded and needed proper nourishment to fight illness and infection. Dietetics as a profession can be linked back to the evolution of home economics (9). The early evolution of food and nutrition science was explored to feed soldiers in battle and to also to provide necessary nutrition to those who were preparing to become young soldiers. Nutrition and appropriate food choices were demonstrated to young families to ensure healthy individuals. World War I brought food shortages. Those who were knowledgeable in dietetics encouraged others to plant gardens and learn how to develop recipes for home and hospital use. Both world wars experienced the creation of dietetics as a profession (9). Many important people deserve credit in the history of Dietetics. Far more than five people contributed to its development. Dietetics is largely applied by the use of chemistry. It is necessary to recognize Antoine Lavoisier, who is known as the Father of Chemistry. Lavoisier was born into an upper class, Paris family in 1743. He was able to obtain a law degree at the College Mazarin, though he never practiced law. He had more interest in mathematics and science and gained membership into the Academy of Sciences at 25 years old. (10). Lavoisier had many contributions, which include the assistance in establishing the metric system, to naming 33 elements of periodic table. He died at 51 from literally losing his head. He was found guilty of conspiracy against the people of France. Wilbur Olin Atwater, an American chemist, was born May 3, 1844 in Johnsburg, New York. Atwater is known for his studies in human nutrition and metabolism. He pursued an undergraduate degree at Wesleyan University in Connecticut and later went on to obtain his PhD from Yale Universitys Sheffield Scientific School in agricultural chemistry (11). Atwater invented a device called the respiration calorimeter that measured human metabolism balance by analyzing the heat produced and metabolic rate by a person performing certain activities. This new invention aided many new studies in dietary evolution and food analysis (7, 8, 11). Energy and protein sources were studied and measured to determine that certain foods provide different amounts of nutrients and energy than others. The fat, protein, and carbohydrates of all different kinds of foods were observed and soon there was an awareness of the food calorie. Atwater continued to lead research teams on the discovery of nutrient requirements, food composition and consumption, and consumer economics (12). Throughout his discoveries, Atwater determined that Americans eat more unhealthful foods than desired and do not exercise enough. Florence Nightingale, born 1820 in Tuscany into an upper class family, needs to be mentioned as a contributor to Dietetics as she was the one who acknowledged the need for safe and nutritious food for soldiers during the Crimean War (13). She was actually a pioneer nurse in her time and was determined to improve the living conditions at the camp hospitals and made an effort to clean and organize facilities where patients were cared for. Her contributions helped spread awareness of the necessity for clean, safe, and nutritious foods. There is a long history of health and nutrition and the involvement and contribution of many people and their discoveries has made great progress. Most of the progress has been made in the last 100 years, as new technologies have been a great asset to nutritional health and implementation. Scientific advances, social and economic factors, and military conflicts are contributors to the advancement of the dietetic profession as well. The most important contribution would have to be the determination and dedication by early dietitians who knew that there was a difference to be made and that they were the ones who would be able to make that difference. The understanding and importance of good eating habits was not common, not known, or perhaps just not understood by most of society. Scientific experiments were documented and scholarly journals written about nutrients, but they were almost impossible to understand by anyone who was not in the dietetic profession. Alice Blood was the one who would be able to put all of the difficult works into something that could be understood by large public audience. She translated science-based nutrition information into easy-to-read pamphlets in an effort to educate people on good nutrition. Alice Blood obtained a bachelors degree from Massachusetts Institute of Technology and a PhD in biochemistry from Yale. She also held the title of director at the School of Household Economics at Simmons College in Massachusetts (14). Many changes came about in 1917 for the dietetics profession and many women contributed to these changes. A new organization, the American Dietetic Association [ADA], was born in the fall of 1917 when more than 100 women organized a meeting in Cleveland to discuss multiple issues within dietetics. Lulu Graves, a dietician in Cleveland, held a strong position that dietitians play an important role of the medical team and that when nutrition services are offered to patients, money is saved (14). This is a time when dietitians had the primary role of feeding the wounded and sick in hospitals. The doctors were the ones who could prescribe special diets for treatments and dietitians were like the physicians assistants. At this point, doctors were primarily male and all dietitians were female. Graves stressed the importance of scientific training for dietitians and knew that the future of dietetics would be assured. Lulu Graves was elected the first president of the ADA (15). At the first meeting, many issues were discussed especially concerning food conservation and global food needs. This was an important time for the Association to come together, as World War I was still in full. The annual meeting to follow had greater attendance and included more states involvement. By the sixth annual meeting, which was held in Indianapolis in 1923, insulin was presented as the new treatment for diabetes (15). Insulin was discovered and isolated at the University of Toronto in 1921-1922 by Dr. Frederick Banting (16). Insulin is a hormone that is produced in the pancreas and is necessary to keep glucose levels in the blood at a safe and functional level. This was a major event in dietetic history, as the diagnosis and treatment of type 1 and type 2 diabetes continues to be largely addressed. Food technology was on the rise going into the 1930s. Refrigerators, toasters, canned goods, frozen vegetables, sliced bread and many other developments were introduced. These new preparation and storage methods provided more convenience for keeping food on hand. Obesity became a health concern, which was the topic of discussion towards the end of the 30s. Soon to follow would be the opening of the first McDonalds and Dairy Queen in the early 1940s (15). If what was known then about the negative health affects Americans would experience from frequenting fast food chains, one has to wonder if there would be any earlier changes in the way food is processed and produced for these places. Martha Lewis Nelson was a pioneer in exploring total education of dietitians (14). The original dietetic program was a four-year course at a University with a major in food and nutrition with a six-month dietetic internship. In 1942, Lewis was the director of Medical Dietetics at Ohio State University and she redesigned the internship program, making it possible to earn a Master of Science degree along with the internship (14). Many institutions today use this curriculum to develop education programs for dietetics. In 1966, nutrition and diet therapy services were included in comprehensive medical care programs. Clare Forbes, a Massachusetts delegate to the ADAs House of Delegates, was the force behind this movement (14). Forbes is credited for developing future state legislative programs and guiding the development of the ADAs mission statement (14). Twenty-six years ago, in 1982, the ADAs capacity to reach the public on food nutrition, and health concerns was forever changed. A new resource center, National Canter for Nutrition and Dietetics, was funded through a capital fund program (15). National Nutrition Month is one of the outreach programs that are very active today. The purpose of National Nutrition Month is to help make people aware of necessity of a healthy lifestyle and diet. Many more factors go into health other than just what a person eats. Diet and exercise go hand in hand. If it were not for the good old girls Blood, Graves, Lewis Nelson, and Forbes, the American Dietetic Association may not exist today. It is up to those in the profession to get the message out to the public about good health and nutrition so that money and lives can be saved in the end. Over the past 20 years, many new diet fads have been introduced. Some of these diets have proven to be effective and safe while others are affective and unsafe. Most often the results are temporary, as the people get bored with the same food or routine and then end up failing. Reading nutrition labels and ingredient lists on foods has become more popular in the past couple of years as people now have a better idea of what they are looking for. There are multiple commercials, newspaper articles, and health magazines that give health alerts to new findings in the food that people eat. With all of the sources in which nutrition facts and health information can be found, Americans are far more educated now than they ever have been before. The image is to get into shape and live healthier lifestyles. The advancements in medical technology have expanded the role of the dietetic professional on so many levels. Special diets, mechanically altered foods, and diagnosis of new disease conditions have forced nutritional professionals to test and experiment with new ways of feeding patients and ensuring that they are receiving appropriate nutrition. RESOURCES From academic journals to informational web sites, dietetic professionals look to many sources each day for updated health information and new discoveries. As a dietetic technician, registered dietician, nutritionist, or educator of dietetics, it is necessary to have many resources readily available. Educating and keeping up to date with the latest and greatest is the responsibility of each individual to ensure that they are providing the best possible care to patients. Since there are different focus areas in the dietetic profession, it is necessary to identify the best possible resources in which to keep each self informed and to continue learning day to day. The first major reference that is read and referred to regularly is the Journal of the American Dietetic Association. This journal covers practice applications, research that has been conducted, a calendar of events, new products and services, and a list of periodicals abstracted. Any area of study in the dietetic profession will be able to find useful information is in the journal. There is also a listing of job opportunities and advertisement for education at the back of the journal. Contact information is provided for non-dietetic professional to contact those who are in the profession (17). Elsevier Inc. in New York, NY publishes the Journal of the American Dietetic Association monthly. The copyright belongs to the American Dietetic Association with all rights reserved (17). Journals can be ordered from the publisher, found in public and school libraries and accessed online. There are certain journals that will most often be on the desks or bookshelves of those in the dietetic profession. The American Journal of Clinical Nutrition is a publication of the American Society for Nutrition (18). The major focus of this journal is to provide information from clinical studies that have been conducted on basic human nutrition. This is a wonderful source to keep professionals up to date with the newest results from experiments and findings that have been performed by researchers and scientists. Using this journal as a reference is important, as all research is relevant to those in the profession. This journal is published monthly with two volumes per year in Bethesda, MD (18). Print and online subscriptions are available to both members and non-members of the dietetic profession. This journal can also be found in libraries. The Journal of Nutrition provides professionals with information on experiment nutrition, controversial issues in nutrition and critical reviews of nutrition scientists. This journal began circulation in 1928 as the official publication of the American Society for Nutrition. The journal publishes manuscripts that advance the understanding of nutritional mechanisms in the human population (19). This journal is also published monthly in Bethesda, MD. Anyone who has a membership in the American Society for Nutrition has access to the online version of the Journal of Nutrition. The journal can be found in the library and subscribed to through the publisher. Another journal, Nutrition, is designed as both an open access online journal and as a hardcopy version published by Elsevier. The interest of the journal is to publish results from clinical trials performed by physicians and scientists of all fields that aim to find better ways of determining treatment and diagnosis. Research articles, case studies, and peer reviews are all included in this journal. BioMed Central is the independent publisher of Nutrition journal online. Once articles are accepted and published by BioMed Central, they are also accessible at PubMed Central and MEDLINE (20). Access to BioMed Central can be achieved by using the URL: http://www.biomedcentral.com. Nutrition Research journal is An International Publication to Advance Food and Life Science Research (21). The journal is another one of many publications that is from Elsevier. Dietetic professionals refer to this journal for the latest articles and reviews of basic and applied nutrition, global communication of nutrition, and research on food and health. The purpose of the journal is to provide an advanced understanding of nutrients and how dietary components improve health conditions in humans. The publication of Nutrition Research began in 1981 (21). There is a Nutrition Package that can be purchased which includes the fore mentioned Nutrition Journal and the Nutrition Research journal, which is available through Elsevier. The American Journal of Health Behavior is the official publication of the American Academy of Health Behavior. PNG Publications in Star City, WV publish this journal bimonthly. Members of the American Academy of Health Behavior receive the journal as part of their membership. Online access to the journal is included in the membership (22). The journal provides valuable information on maintenance, restoration, and improving health using multiple methods. Information on how behavior causes health affects and how health care programs can and have been implemented can be found in this journal as well. This journal is a valuable tool for dietetic professionals, as the studies included give information that can be used when educating patients and designing diet plans and healthy lifestyle outlines. A professional in dietetics who wishes to become an educator would find it a good idea to become part of the Society for Nutrition Education [SNE]. With a membership to SNE, professionals have access to the Journal of Nutrition Education and Behavior. Elsevier in New York, NY publishes the journal bimonthly (23). Journal articles and abstracts are accessible online at MEDLINE and www.jneb.org. Information that is found in the journal and online is beneficial for all levels of education. From school-aged children learning about the food groups to parents learning about appropriate feeding patterns, this resource will help educators with all levels of cliental. Four major magazines most often appear on the desks or end tables in the offices of dietitians and other nutrition professionals. Todays Dietitian is the most popular magazine subscription, which includes a wide range of health topics such as diabetes management, food allergies, research updates, and long-term care information. Great Valley Publishing Co., Inc. in Spring City, PA publishes this magazine (24). This magazine is very informational and easy to navigate to find exactly what a person is looking for. Todays Diet Nutrition offers expert information on issues such as eating right, exercising and getting results. Like the Todays Dietitian magazine, Great Valley Publishing Co. Inc. publishes Todays Diet Nutrition in Spring City, PA (25). Food, fitness, knowledge, and balance are all important aspects in living a healthy life and this magazine has valuable information to help the health-conscious person achieve what they are looking for and working toward. This magazine is published bimonthly. Most libraries carry this subscription and it can be purchased at Barnes Noble and many other retail outlets. A magazine that offers the newest information on fad diets and newly discovered functions of nutrients is Nutrition Today, published by Lippincott Williams Wilkins in Philadelphia, PA (26). The magazine covers topics of nutrition science, obesity and behavior, nutritional guidelines, and the business of nutrition and roles of the nutritional professional. Information found in this magazine is from credible sources, which includes scientists and nutritionists who back their reports and findings with evidence. This is a very good source to reference when seeking information about the latest diets and up-to-date controversial issues in dietetics. Continuing education and keeping oneself up to date is extremely important in the dietetic profession. Registered dietitians and technicians can complete Continuing Professional Education (CPE) credits in a number of ways. One great resource for this is the Topics in Clinical Nutrition magazine, published in Philadelphia, PA by Lippincott Williams Wilkins (27). New and updated issues are addressed and current research results are provided to keep professionals up to speed with the ever-changing world of nutrition. Members of the American Dietetic Association can become part of Dietetic Practice Groups (DPG), which focus on certain areas of nutrition and health. Newsletters are printed monthly or quarterly, depending which group the member is involved in. These newsletters are available online as well as hard copy. Copyright belongs to the American Dietetic Association and is published by Elsevier Inc (28). The Nutrition Research Newsletter is a monthly newsletter published by Technical Insights/Frost Sullivan in San Antonio, TX (29). The latest developmen

Fatty Acids are Needed for Growth Essay -- Health Nutrition Papers

Fatty Acids are Needed for Growth The lipids of our central nervous system contain high proportions of arachidonic acid (20:4 n-6, AA) and docosahexaenoic acid (22:6 n-3, DHA) which are the two most important polyunsaturated fatty acids in the brain. Levels of linoleic acid (18:2 n-6) and alpha-linolenic acid (18:3 n-3) are low, usually less than 1% to 2% of total fatty acids (Innis, S78-79). Linoleic acid and alpha-linolenic acid are precursors to AA and DHA; they are elongated and desaturated to form AA and DHA (Clandinin, 27). The brain growth in humans begins early in the third trimester of pregnancy. This is the most important period for brain AA and DHA accumulation (Innis, S78-79). Therefore, the composition of fat in the brain during this period is very important for normal growth and development of the brain. Any changes in the balance of the fatty acids in the dietary fat intake will result in changes in the membrane functioning of brain cells. During this prenatal life, lipids are mostly needed for structural and regulatory functions. After birth, the infant is challenged by changes in the lipid sources. The response to these changes can be altered by changes in the diet composition. For example, a newborn infant’s response to human milk is considered to be ideal, therefore baby formulas try to mimic that response (Biervliet, S101). Studies have shown that fatty acid accumulation in the brain increases as the pregnancy progresses. It reaches the maximum level of accumulation toward the end of the pregnancy. But there are differences in the rate of accumulation of these fatty acids. For example, DHA levels in the cerebrum increase as the percentage of the total fatty acid, whereas AA levels decrease during ... ...awlosky, Robert J, and Salem, Norman Jr. "Ethanol exposure causes a decrease in docosahexaenoic acid and an increase in docosapentaenoic acid in feline brains and retinas." The American Journal of Clinical Nutrition. 61 (6). June 1995, 1284-9. Stryer, Lubert. Biochemistry. Fourth edition. W.H. Freeman and Company, New York. 1995, 687-88. Uavy, Ricardo, Birch, Eileen, Birch, David, and Peirano, Patricio. "Visual and brain function measurements in studies of n-3 fatty acid requirements of infants." The Journal of Pediatrics. 120 (4)(pt 2). Apr 1992, S168-80. Van Biervliet, J.P., Vinaimont, N., Vercaemst, R., and Rosseneu, M. "Serum cholesterol, cholesteryl ester, and high-density lipoprotein development in newborn infants: Response to formulas supplemented with cholesterol and gamma-linolenic acid." The Journal of Pediatrics. 120(4)(pt 2). Apr 1992, S101-8.

Advertising- the seven sins of memory Essay

INTRODUCTION As if effective marketing communication were not hard enough to achieve, even if we succeed in getting our message attended to and processed, and a positive intention formed, the very nature of memory may step in and upset everything. Memory distortion and plain old forgetting are unfortunate facts of life. The important question, however, is: can we do anything about it? As with most things, if we are to have any hope of dealing with memory problems and their impact upon advertising and other marketing communications, we must first understand what is going on. In this paper we will be looking at what Daniel Schacter (2001) has called ‘the seven sins of memory’: transcience, absent-mindedness, blocking, misattribution, suggestibility, bias and persistence. Most of what Schacter is dealing with involves declarative memory and not procedural memory, and as a result is highly dependent upon activity in the hippocampus. Although other brain structures are involved in mediati ng declarative memory, the hippocampus is critical, especially for tasks emphasising the representational as opposed to temporal properties of declarative memory. The hippocampus is always active in encoding new information for declarative memory. Nondeclarative emotional memory is also involved here, especially in the cases of bias and persistence, which means activity in the amygdala as well. There is compelling evidence that the amygdala is critical to emotional learning and memory (cf. Griffiths 1997). Imperfections in memory have obvious implications for the successful processing of advertising. Even if a positive intention is formed as a result of exposure to an advert, if a memory malfunction interferes with that intention, the advertising will be ineffective. The problems associated with these ‘seven sins of memory’, and what advertisers can do about it, are discussed below. THE SIN OF TRANSIENCE Forgetting that naturally occurs over time may be thought of as transcience. While the memory of what one did yesterday may be all but perfect, over time those memories tend to become more a generic description of what one expects to happen under those circumstances rather than what actually did happen. †¢Advertising implication: The sin of transience implies that what people ‘recall’ from advertising is much more likely to reflect a generic description of what is expected about a brand rather than the specific benefits that are part of the message. This has clear implications for interpreting recall measures of advertising messages. But, more importantly, it also suggests that the specific content of marketing communication should be consistent with, or carefully integrated with, prior understandings of the brand. A recent advert for Reynolds Wrap illustrates this can be done with a headline ‘Sticky Foods Won’t Stic’ spelled out in cheese on a pan of lasagne, with a portion cut out of the corner cutting off the last letter of ‘stick’, revealing the aluminium foil, clean, beneath. Transcience increases with age. While older adults those over 50 years of age have the same ability to remember in the short term as younger people, over time, memory of specific detail deteriorates more rapidly. As a result, older adults tend to rely upon a general sense of ‘knowing’ rather than specific recall. The problem of memory transience can be mediated by more elaborative encoding, essentially by stimulating the lower left frontal cortex. One popular way of trying to encourage more elaborate encoding is by using visual imagery mnemonics to facilitate memory. In fact, this idea goes back to the early Greeks. Unfortunately for marketing communication, not only does using visual mnemonics require a great deal of concentration and effort (and there is no easy way to encourage such effort), but for most people there is really very little evidence of general memory improvement using such techniques. †¢Advertising implication: However, one way to encourage more elaborative encoding to help reduce transcience is to relate information the target audience is interested in remembering with something they already know. In advertising, this could be encouraged with questions in the copy to stimulate elaboration: for example, in a recent advert for the Dodge Caravan with the headline ‘What Idiot Coined the Phrase ‘Stay at Home Mom’?’ THE SIN OF ABSENT-MINDEDNESS When one fails to pay proper attention to something and as a result does not encode it properly, or when the information is actually in memory, but overlooked when needed to be retrieved, one experiences the sin of absent-mindedness. Absent-mindedness manifests itself both in failing to  remember past experiences as well as in failing to remember to do something in the future. Both, of course, can prove troublesome for marketing communication. Also, the fact that absentmindedness is more likely for routine experiences that do not in and of themselves require elaborative encoding (e.g. exposure to advertising) adds to the problem. Unfortunately, routine behaviour (which certainly includes such things as reading magazines and watching television) is associated with low levels of prefrontal cortex activity in the left inferior area, which makes it difficult to form vivid memories. Such automatic or superficial levels of encoding can also lead to something known as ‘change blindn ess’ (Simons & Levin 1998), where people fail to detect changes over time, because of an inability to recall details. This has obvious implications for the introduction of new benefits over time in advertising campaigns, or for repositioning. Memories for past experiences may be classified as either recollections or familiarity. Recalling specific details from memory (e.g. remembering specific benefit claims from an advert) is defined as recollection. Familiarity is when one has a sense of simply being aware of something without recalling specific details (e.g. remembering ‘seeing’ an advert, but not particular content). This difference is important, because when there is divided attention during exposure, there is a significant effect upon recollection, but little or no effect upon familiarity (cf. studies by Craik et al. 1996). †¢Advertising implication: Because one is more likely to pay partial attention rather than full attention to advertising, familiarity with advertising is more likely than recollection of specifics from the advertisement. This underscores the importance of maintaining a consistent ‘look and feel’ over time (Percy et al. 2001), encouraging familiarity, and utilising imagery that will elicit a positive benefit (associated with the brand) even at low or even sub-cognitive levels of attention. Additionally, too much exposure, especially massed exposure, could lead to lower levels of specific ‘recollection’ (as we understand from as long ago as Ebbinghaus 1885). Spaced exposures generally result in better memory, a finding demonstrated in Strong’s simulations (1974) of various media schedules based upon Zielske’s work, and more recently in fMRI studies conducted by Wagner et al. (1998). Remembering to do something in the future (e.g. buying an advertised brand the next time you are shopping) is described by psychologists as  Ã¢â‚¬Ëœprospective memory’. Einstein and McDaniel (1990, 1997 with Shaw) have offered a useful way of looking at this idea of prospecti ve memory, distinguishing between what they call ‘event-based’ prospective memory, where we want to remember to do something at a specific event, and ‘time-based’ prospective memory, when one wishes to remember to do something at a specific time in the future. An example of event-based prospective memory would be wanting to buy a new brand the next time you are at the store. An example of time-based prospective memory would be making sure you are home at 3p.m. to meet the delivery man. Why people experience prospective memory failure is that they are usually so preoccupied with other things in their lives that when the event occurs, or the time arrives when it is necessary to remember to do something, the correct associations in memory are not activated. †¢Advertising implication: Prospective memory failure may be minimised in advertising by using distinctive cues that are unlikely to be associated with other long-term memories (especially for competitive brands). It is important to establish links in memory with the appropriate category need in such a way that when a purchase or usage occasion occurs, it will trigger a memory of the intention to act. This is especially true for recognition-driven brand awareness, which means for most package goods products. In the store point-of-purchase material as well as packaging must be both sufficiently informative to trigger the stored memory of an intention to buy, and be distinctive enough to minimise confusion with other brand memories. Shoppers are almost always in a hurry and preoccupied with other things when they are in a store, and this may get in the way of attending to the appropriate prospective memory cue. This is just the sort of thing that goes on when a salesman creates a distraction, hoping you will forget all about your initial good intentions not to be influenced by his pitch, as we know from the literature on compliant behaviour (cf. Cialdini 2001). THE SIN OF BLOCKING We are all familiar with the sin of blocking, that all-too-familiar experience of recognising someone but not being able to remember their name. According to Schacter (2001), blocking is not the same thing as absent-mindedness or transience. In the case of blocking, the memory has been encoded and stored, unlike absent-mindedness. In fact, an appropriate  retrieval cue could be in place, but the association is just not made. Unlike transience, with blocking, the information is still in memory, but remains just out of reach when required. Because blocking generally occurs when trying to remember names, it potentially can be a problem for brand names. Blocking seems to originate in the left temporal pole, where there is a breakdown in the link made between the characteristics associated with something and the name by which it is known. The reason people often have trouble remembering someone’s name is that a person’s name tends to be isolated in memory from any conceptual knowledge about that person and, as a result, difficult to retrieve. Most models of name retrieval hold that activation of phonological representations in memory occur only after activation of conceptual and visual representations. This is why it is easier to recall something about a person than to recall their name. It is also what can lead to remembering something about a product without being able to recall the brand name. Interestingly, names that are most likely to be blocked are familiar ones which have not recently been encountered (Burke et al. 1991. †¢Advertising implication: Brand names that are not well integrated or related to obvious associations with category need will be highly susceptible to blocking. If there are no logical and immediate links in memory between a brand name and the category need, there is the ri sk of occasional blocking. Arbitrary or more abstract brand names will be blocked more often than descriptive brand names, even when those names are equally familiar to people (cf. Brdant & Valentine 1998). Brand names such as Vitalegs (a herbal gel that relieves tired legs) and Soft Scrub (a cleanser that enables you to clean without harsh scratching) illustrate good descriptive brand names that are less likely to be susceptible to blocking. To minimise blocking, it is necessary to suppress the retrieval of recently encountered information that is related to a recall cue so that the mind is not cluttered with irrelevancies that could interfere with the desired memory. †¢Advertising implication: When a brand possesses identical or similar benefits as the leading brand in its category, it will be that much harder to build an association for those benefits with the brand because of learned interference from advertising for the leading brand. This again suggests the need to have copy (and packaging as well as other marketing communication) unique to a brand in order to avoid multiple connections in  memory that could minimise or override the desired brand-related memory. Certain retrieval inhibitions that lead to blocking can be ‘released’ if we encounter a sufficiently powerful cue (e.g. nondeclarative emotional memories) that helps us re-experience something in the same way in which it was initially experienced. Appropriate triggers in advertising or other marketing communication that elicit the correct emotional memories may help overcome retrieval inhibitions, and release positive memories for a brand. A wonderful advert for Nestl’s Toll House chocolate chips showing a mother with a pan of chocolate chip cookies fresh out of the oven with a little girl looking on in anticipation perfectly illustrates this point. THE SIN OF MISATTRIBUTION If one correctly remembers something learned, but attributes it to the wrong source, this is misattribution. Often referred to as ‘unconscioustransference’, it causes real problems with eyewitness identification. The problem stems from a strong sense of general familiarity, coupled with an absence of specific recollection. While the consequences of misattribution in advertising are obviously not as serious as they are with eyewitness identification, it can nevertheless cause marketers real problems. †¢Advertising implication: Avoiding misattribution requires more than simply retrieving appropriate benefits from memory. The benefit must be linked together in memory in such a way that you make the correct association of the brand with its benefit claim. This linking process is known as ‘memory binding’. All of the important brandbenefit associations in advertising must be bound together by the receiver into a unifying whole at the time of encoding. When advertising for different brands is visually or verbally similar, this memory binding is unlikely to occur, leading to memory conjunction error. Memory conjunction errors occur because people misattribute strong familiarity with similar (even if not identical) things from more than one source as coming from a single source; brand advertising in our case. Interestingly, a strong visualverbal congruence can help minimise misattribution (cf. Schacter et al. 1999). A recent series of adverts for Good Humor-Breyers uses the exact format and headline (‘Less fat, fewer calories, no guilt’) for three brands: Popsicle, Breyers and Klondike. This would seem to almost encourage misattribution. THE SIN OF SUGGESTIBILITY Suggestibility in memory occurs because one tends to include information that has been learned from an outside source as something personally experienced. This information may come from any external source, including advertising or other marketing communication. While suggestibility is similar to the sin of misattribution, misattribution does not require suggestions from outside sources. But when the two combine, it is quite possible for us to develop memories of something which in fact never occurred. †¢Advertising implication: Interestingly, while suggestibility may be a ‘sin’ of memory, in the world of marketing communication this sin may often become a blessing. For example, suggestive questions may produce memory distortions by creating source memory problems. As a result, advertising that utilises questions that remind people of a favourable brand association could occasion a ‘memory’ for that positive experience, even if it never occurred, e.g.: ‘Remember how easy it is to remove those nasty stains when you use our brand?’ Schacter has suggested that if you embellish a fake memory with vivid mental images it should make it look and feel like a true memory. This is based upon work done by Hyman and Pentland (1996) in successfully creating false childhood memories via suggestion, simply by asking subjects about things that never occurred. One of the important conclusions they drew from their work is that these false memories produce vivid visual images. †¢Advertising implication: The application to advertising is obvious. If a suggested favourable experience with a brand is reinforced with a strong visual image of such an experience, it should help seed a memory of a positive experience. In an extension of th ese ideas, we know that one of the best ways to elicit early childhood memories is to ask someone to ‘visualise’ themselves as children. While there is no evidence that anyone can remember anything much earlier than about two years of age, because the areas of the brain needed for episodic memory are not fully mature until that age, with suggestive visualisation techniques one can create false ‘memories’ for events going back almost to birth (cf. Spanos et al. 1999). The key here, as in all suggestibility, is expectancy. If one is instructed to expect something, and it seems plausible, it is possible to create rather strong false memories. †¢Advertising implication: It is very difficult to  suggest a false memory for something that runs counter to a recent or strong existing memory. If you don’t like a brand, advertising is not likely to create a false memory that you do; nor should you try. But if a brand is one of a set of brands used by the receiver, it is certainly possible to suggest more positive experiences with that brand. And if it is a brand they have not used, if the advertising c an relate it to a positive experience from childhood, it is quite possible to suggest positive memories for the benefit, and then link it to the brand. THE SIN OF BIAS The sin of bias reflects how current understandings, beliefs and feelings have the ability to distort how one interprets new experiences and the memory of them. Biases that are associated with memory of past experiences will greatly influence how one perceives and understands new information or situations. Schacter talks about five major types of bias: consistency, change, hindsight, egocentric and stereotypical biases. Gazzaniga (1998) has identified something in the left brain that he calls an ‘interpreter’ that continuously draws upon people’s experiences and understanding of things in order to provide some stability to their psychological world. This would seem to be the neurological source of biases, and utilises such things as inferences, rationalisations and generalisations in relating the past with the present, enabling people to justify their present attitudes with past experiences and feelings. The left brain interpreter, however, is mediated by systems in the right brain that are more attuned to actual representations of what is going on in the world around us. Consistency and change bias Consistency bias reflects a tendency to behave (or believe) today in a fashion consistent with how one remembers similar previous experiences. When this happens, current experiences and feelings are filtered through and made to match memories of those past experiences and feelings. Because memories are not ‘exact’, people tend to infer their past beliefs, attitudes and feelings from what they are experiencing today. †¢Advertising implication: This suggests that for people who hold current positive attitudes toward a brand, advertising could imply they are of long standing. For brand switchers who include a particular brand in their purchase set, advertising  could imply a long standing preference for that brand: ‘You know you have always liked this brand, why not buy more?’ Something similar occurs with change bias, where one remembers something being worse than it actually was, making what they feel now an improvement by comparison. Both consistency and change bias can occur because they help reduce cognitive dissonance, even when someone is not really aware of the source of the inconsistency they are trying to manage (Lieberman et al. 2000). Hindsight bias Hindsight bias is that familiar feeling that one has always known something would happen after becoming aware of the outcome. One is reconstructing the past to make it consistent with the present. The key here seems to be an activation of general knowledge. The new information is integrated with other general knowledge in semantic memory, and is not distinguished as such in making judgements. There is evidence that this selective recall is a function of the general knowledge that influences perception and comprehension, and a vulnerability to misattribution. †¢Advertising implication: Hindsight bias would seem to indicate that when exposed to advertising or other marketing communication one will ‘recall’ benefit claims that are not actually made, but which would have been expected to be there because of the claims that actually were made. Work by Carli (1999) tends to support this idea. Recent adverts for Infusium 23 set up a ‘beforeafter’ case, but lea ve out the ‘before’ picture, with the headline ‘You really think I would let them publish the before picture?’ This clever execution encourages hindsight bias as you imagine the ‘before’ hair problem. Egocentric bias The ‘self ‘ plays an important role in one’s ongoing mental life, and is at the root of egocentric bias. When encoding new information by relating it to the self, memory for that information will be better than other types of encoding. This is because people are more likely to value their own understanding of things, among other reasons because the self-concept plays a key role in regulating mental activity. As Taylor (1989) and her colleagues have pointed out, individuals do not see themselves objectively. †¢Advertising implication: The implication is obvious: include personal references in advertising and other marketing communication. Moreover, given  our tendency to see ourselves in a positive light, it follows that memories related to ourselves will be seen in a self-enhancing light. This suggests that copy asking people to remember a situation in a positive light should encourage an egocentric memory bias, e.g.: ‘remember when you ‘. In the same way, egocentric bias can result from exaggerating the difficulty of past experiences: ‘remember how hard it was to ‘. This idea is well illustrated in a campaign for National Rail’s Senior Railcard, where a dated-looking picture of a young child is featured, with headlines like ‘Remember what it was like to go somewhere for the first time’ and ‘Remember how it felt just to let yourself go’. THE SIN OF PERSISTENCE Research has shown that emotionally charged experiences are better remembered than less emotional occasions. The sin of persistence involves remembering things you wish you would forget, and it is strongly associated with one’s emotional experiences. †¢Advertising implication: Emotionally-charged information automatically attracts attention; and even in the briefest exposure, the emotional significance of it will be retrieved from nondeclarative emotional memory, and evaluated as to how that information will be encoded. Understanding the emotional associations generated by specific advertising is critical. Because people are more likely to remember the central focus of emotionally arousing information rather than peripheral details, it is essential to tie the brand in marketing communication to the appropriate emotion. Otherwise, it will become peripheral to the information conveyed (a problem with a lot of highly entertaining advertising). There is evidence that persiste nce thrives in negative emotional situations such as disappointment, sadness and regret. One’s memory of traumatic experiences is persistent, and while these unwanted memories may occur in any of the senses, visual memories are by far the most common. Research reported by Ochsner (2000) supports this idea. He found that when people recognise a positive visual image they tend to just say it is familiar to them. But when they recognise negative visual images, people relate detailed, specific memories of what they thought and felt when they were originally exposed to the picture. †¢Advertising implication: All of this underscores the importance of the visual images in advertising and other forms of marketing communication. Because persistence thrives in a negative emotional climate,  if advertising illustrates disappointment or problems dealing with a situation, which is resolved by using the brand, this should tap into any persistent memories of product dissatisfaction (always assuming such dissatisfaction). It also suggests that for appropriate product categories (especially those reflecting high-involvement informational decisions such as medical or other insurance, financial planning, and so forth) visual ‘reminders’ of past problems which could be avoided with a b rand should be an effective strategy. Such a strategy should also be equally effective in situations where there is strong psychological risk involved, e.g. reminding young people of a social ‘disaster’ which would never occur if they used our brand. The root of much of this kind of activity is centred within the amygdala, the source of nondeclarative emotional memory. It is the amygdala that regulates memory storage, and can release hormones that can ‘force’ us to remember an experience vividly (LeDoux 1996). And as we have already noted, this response by the amygdala is much more likely to occur for negative than positive experience. †¢Advertising implication: For appropriate product categories, it could make sense to create situations in advertising that suggest possible threats to the receiver’s wellbeing. This ‘threat’ may then well intrude upon active memory when thinking about the category, with our brand linked to avoiding the trouble. This is well illustrated in a recent advert for Imitrex, an ethical drug for migraine, that uses the headline ‘I can’t let a migraine call the shots that’s why I use Imitrex’. SUMMARY Schacter has provided us with an extremely useful framework for looking at memory problems: his seven sins of memory. Each of these ‘imperfections’ (in his words) has the potential for interfering with the successful processing of advertising and other marketing communication. Recent work in neurobiology, utilising the recent technology of fMRIs (functional magnetic resonance imaging) and PET scans (positron emission tomography), has shown us that our earlier understanding of memories as ‘snapshots’ stored away in the mind ready to be recalled is not how the brain works. Memories for objects and experiences are decomposed into a number of different parts and those parts are stored in various areas of the brain, waiting to be reassembled and ‘remembered’. This underscores why memories are rarely  perfect, and why they can be potentially unreliable. As this discussion makes clear, effective communication faces a number of formidable hurdles in m emory. However, forewarned with this knowledge, we are in a better position to avoid or at least minimise some of these potential problems. To help advertising communication overcome the seven sins of memory, advertisers should: †¢ensure the message is carefully integrated with how a brand is understood (transcience) †¢encourage elaboration of points the target is interested in remembering (transcience) †¢use personal references, especially to positive memories (bias) †¢imply current positive brand attitudes are of long standing (bias) †¢tie brands to appropriate emotions (blocking, persistence) †¢use distinctive cues not likely to be associated with other longterm memories (absent-mindedness) †¢create a unique brandbenefit claim link (misattribution) †¢establish links in memory to appropriate category need (absentmindedness) †¢make sure those links are well integrated with obvious associations to the category need (blocking) †¢ensure a consistent ‘look and feel’ over time to encourage familiarity (absent-mindedness) †¢use strong visual images to create or reinforce positive memories associated with the brand (suggestibility) †¢utilise reminders of past problems that could be avoided or solved by the brand (persistence). If these points are considered in the creation of advertising executions, one is well on the way to avoiding, or at least minimising, problems inherent in how memory works. REFERENCES Brdant, S. & Valentine, T. (1998) Descriptiveness and proper name retrieval. Memory, 6, pp. 199206. Burke, A., Mackay, D.G., Worthley, J.S. & E. Wade (1991) On the tip of the tongue: what causes word failure in young and older adults? Journal of Memory and Language, 30, pp. 237246. Carli, I.L.L. (1999) Cognitive reconstruction, hindsight, and reactions to victims and perpetrators. Personality and Social Psychology Bulletin, 25, pp. 966979. Cialdini, R. (2001) Influence: Science and Practice (4th edn). Boston: Allyn and Bacon. Craik, F.I.M., Govoni, R., Naveh-Benjamin, M. & Anderson, N.D. (1996) The effects of divided attention on encoding and retrieval processes in human memory. Journal of Experimental Psychology: General, 125, pp. 159180. Ebbinghaus, H. (1885/1964) Memory: A Contribution to Experimental Psychology. New York: Dover. Einstein, G.O. & McDaniel, M.A. (1990) Normal  aging and prospective memory. Journal of Experimental Psychology: Learning, Memory, and Cognition, 16, p p. 717726. Einstein, G.O., McDaniel, M.A. & Shaw, P. (1997) Aging and prospective memory: the influence of increased task demands at encoding and retrieval. Psychology and Aging, 12, pp. 479488. Gazzaniga, M.S. (1998) The split brain revisited. Scientific American, 279, pp. 5055. Griffiths, R.E. (1997) What Emotions Really Are. Chicago: The University of Chicago Press. Hyman, I.E. Jr. & Pentland, J. (1996) The role of mental imagery in the creation of false childhood memories. Journal of Memory and Language, 35, pp. 101117. LeDoux, J.E. (1996) The Emotional Brain. New York: Simon and Schuster. Lieberman, M.D., Ochsner, K.N., Gilbert, D.T. & Schacter, D.L. (2000) Do amnesiacs exhibit cognitive dissonance reduction? The role of explicit memory and attention in attitude change. Psychological Science. Ochsner, K.N. (2000) Are affective events richly recalled or simply familiar? The experience and process of recognizing feelings past. Journal of Experimental Psychology: General, 124, pp. 242261. Percy, L., Rossiter, J.R. & Elliott R. (2001) Strategic Advertising Management. Oxford: Oxford University Press. Schacter, D.L. (2001) The Seven Sins of Memory: How the Mind Forgets and Remembers. Boston: Houghton Mifflin Company. Schacter, D.L., Israel, L. & Racine, C. (1999) Suppressing false recognition: the distinctiveness heuristic. Journal of Memory and Language, 40, pp. 124. Simons, D.J. & Levin, D.T. (1998) Failure to detect changes to people during realworld interactions. Psychonomic Bulletin and Review, 4, pp. 501506. Spanos, N.P., Burgess, C.A., Burgess, M.F., Samuels, C. & Blois, W.O. (1999) Creating false memories of infancy with hypnotic and non-hypnotic procedures. Applied Cognitive Psychology, 13, pp. 201218. Strong, E.C. (1974) The use of field experi mental observations in estimating advertising recall. Journal of Marketing Research, 11, pp. 369378. Taylor, S.E. (1989) Positive Illusions. New York: Basic Books. Wagner, A.D., Schacter, D.L., Rolfe, M., Koutstaal, W., Maril, A., Dale, A.M., Rosen, B.R. & Buckner, R.L. (1998) Building memories: remembering and forgetting of verbal experiences as predicted by brain activity. Science, 281, pp. 11881191.

Free Essays on Darden Restaurants, Inc.

Darden Restaurants, Inc. Introduction At 19 years old, Bill Darden opened a lunch counter called â€Å"The Green Frog† in Waycross, Georgia. The slogan preached â€Å"Service with a Hop† forecasting Mr. Darden’s future idealization on service. (Darden 2001) Darden Restaurants was first incorporated and began official trading at the New York Stock Exchange in 1995 as a spin-off of General Mills to become an independent company. Today, Darden Restaurants is the largest casual dining restaurant company in the world operating Red Lobster, Olive Garden, Bahama Breeze, and Smokey Bones Sports Bar restaurants in North America. All of Darden restaurants in North America are company owned and offer no franchise ventures. Darden has restaurants in every state excluding Alaska. Darden also operates one Olive Garden Cafà © in the United States, and 32 Red Lobsters and five Olive Gardens in Canada. Through its associate partners, Red Lobster Japan, an unaffiliated retailer runs 34 Red Lobsters through a per franchise agreements. Currently, Darden restaurants employ over 120,000 people. (Darden 2001) Darden’s restaurant companies currently compete with full-service, casual dining restaurants such as Outback, Chili’s, and Applebee’s. Darden’s parent company competitors include Brinker’s, Landry, and Metromedia. [Multex 2003] Vision, Mission, and Goals Darden’s vision is based on three building blocks of their strategic framework to continually improve their company. These building blocks are founded on their core value system that includes â€Å"integrity and fairness, respect and caring, diversity, and always learning/always teaching, being of service, teamwork and excellence.† The building blocks of the Darden vision are leadership development, culinary and beverage excellence, and service and hospitality excellence. Two catalysts for these strategic building blocks are diversity and technology. Darden’s mission is... Free Essays on Darden Restaurants, Inc. Free Essays on Darden Restaurants, Inc. Darden Restaurants, Inc. Introduction At 19 years old, Bill Darden opened a lunch counter called â€Å"The Green Frog† in Waycross, Georgia. The slogan preached â€Å"Service with a Hop† forecasting Mr. Darden’s future idealization on service. (Darden 2001) Darden Restaurants was first incorporated and began official trading at the New York Stock Exchange in 1995 as a spin-off of General Mills to become an independent company. Today, Darden Restaurants is the largest casual dining restaurant company in the world operating Red Lobster, Olive Garden, Bahama Breeze, and Smokey Bones Sports Bar restaurants in North America. All of Darden restaurants in North America are company owned and offer no franchise ventures. Darden has restaurants in every state excluding Alaska. Darden also operates one Olive Garden Cafà © in the United States, and 32 Red Lobsters and five Olive Gardens in Canada. Through its associate partners, Red Lobster Japan, an unaffiliated retailer runs 34 Red Lobsters through a per franchise agreements. Currently, Darden restaurants employ over 120,000 people. (Darden 2001) Darden’s restaurant companies currently compete with full-service, casual dining restaurants such as Outback, Chili’s, and Applebee’s. Darden’s parent company competitors include Brinker’s, Landry, and Metromedia. [Multex 2003] Vision, Mission, and Goals Darden’s vision is based on three building blocks of their strategic framework to continually improve their company. These building blocks are founded on their core value system that includes â€Å"integrity and fairness, respect and caring, diversity, and always learning/always teaching, being of service, teamwork and excellence.† The building blocks of the Darden vision are leadership development, culinary and beverage excellence, and service and hospitality excellence. Two catalysts for these strategic building blocks are diversity and technology. Darden’s mission is...