Digital Nation

Social media, handheld devices and the Internet have greatly improved the quality of life in the 21st Century. This is a good time to be alive because of all the modern forms of communication. This is the statement which I think is correct and is the main theme of the documentary â€Å"Digital Nation: Live on the Virtual Frontier. † The world is now in the age of information and highly advanced learning — specifically in the field of science and technology. It can practically be felt by almost all people in most parts of the world as the globe has become smaller and more manageable, so to speak.Communication from opposite sides of the planet – which was only possible through long distance voice calls less than two decades ago — can now happen in the blink of an eye through chat and e-mails. Education has become more advanced, information has become more readily accessible, and learning has become less rigid. Offices have now adopted new technology, some ev en setting up their virtual offices online without necessarily reporting to a regular office to work.Even military combat – which some years ago entailed much casualties – has become less risky, thanks to virtual technology. As shown in the said video, most kids these days are already trained on the computer shortly after they begin to read and write. This means that the children of today will be more equipped with technological knowledge when they reach our age. It is just amazing what the video shows where very young children can already create blogs, manipulate videos and do other high-tech stuff on the computer.This confirms what one of the interviewees in the video said that these kids are the natives in this technology, and we are mere immigrants. Some of the things they know were not taught to them but they instinctively knew how to feel their way into this environment which they readily adapted to in an effortless manner. Therefore, at the rate the standard of education is going, it is expected that the world will be more inclined to become a more technologically-dependent world in the near future.As of now, most people cannot function normally anymore without their being wired to their gadgets and/or not being online. Five or ten years ago, this was not a common scenario as there were lesser technological gadgets, devices and contraptions available, but things have changed a lot since then. These days, students at the M. I. T. who are supposed to be the most intelligent students in the U. S. have become a distracted bunch as they claim to be multi-taskers but fail at all aspects of the test given to them.Still, there is hope for these kids as they still have the academic capabilities within them – all they need is just a little adjustment from the distractions affecting them so they can be more focused on their tasks. The virtual world has also given most offices the capacity to allow their employees to work on telecommute. This m eans lesser effort and expenses for the worker to go to his/her regular job and makes work more efficient and cost-effective. This set-up would not have been possible a decade ago since work then meant reporting to the office and actual presence was needed for the 8-hour job.Furthermore, the prevalence of online jobs on the internet confirms this proclivity towards more virtual employment in the offing as the virtual environment becomes a more familiar venue for human activity. In conclusion, there are numerous advantages which have been brought about by the so-called Age of Technology, and these far outweigh the disadvantages like addiction to internet gaming, gambling and other similar problems. The future is certainly worth-anticipating as current advances in technology are already mind-blowing, hence, a higher degree of advancement will be most likely indescribable.

Cyber Bullying

ABC News reported on a survey prepared by I-SAFE. ORG. This of 1,500 students between grades 4-8 reported: 42% OR 630 of kids have been bullied while online. One in four have had it happen more than once. 35% OR 525 of kids have been threatened online. Nearly one in five had had it happen more than once. 1% OR 315 of kids have received mean or threatening e-mails or other messages. 58% OR 870 of kids admit someone has said mean or hurtful things to them online. More than four out of ten say it has happened more than once. 58% OR 870 have not told their parents or an adult about something mean or hurtful that happened to them online. THAT WAS SOME INFORMATION ON CYBER-BULLYING WITH CHILDREN, LETS REVIEW HOW CYBER-BULLYING AFFECTS ADULTS AND THE WORKPLACE. ALTHOUGH IT IS MORE COMMON, CYBER BULLYING IS NOT LIMITED TO CHILDREN.ADULT TO ADULT CYBER-BULLYING, IS IDENTIFIED BY THE SAME BEHAVIORS AS CHILDREN BUT IS REFERRED TO AS CYBER-HARASSMENT, OR CYBER STALKING BECAUSE OR THE AGE DIFFERE NCE. WITH ADULTS THE INTENT IS TO THREATEN THE VICTIMS EARNING, EMPLOYMENT, REPUTATION, OR SAFETY, AND USUALLY TAKES PLACE IN THE WORKPLACE ACCORDING TO THE DIGNITY AND WORK PARTNERSHIP GROUP. A survey of 1,072 workers by the Dignity and Work Partnership found that one in five had been bullied at work by e-mail AND believes cyber-bullying is a problem in their workplace.Cyberstalkers use posts, forums, journals and other online means to present a victim in a false and unflattering light. Various companies provide cases of cyber-stalking (involving adults) follow the pattern of repeated actions against a target. While motives vary, whether romantic, a business conflict of interest, or personal dislike, the target is commonly someone whose life the stalker sees or senses elements lacking in his or her own life. NOW LET ME TELL YOU SOME OF THE HARMFUL EFFECTS OF CYBER BULLYING. Research had demonstrated a number of serious consequences of cyber-bullying victimization. 4][6][7][8] For e xample, victims have lower self-esteem, increased suicidal ideation, and a variety of emotional responses, cyber-bullying back, being scared, frustrated, angry, and depressed. [6]One of the most damaging effects is that a victim begins to avoid friends and activities, often the very intention of the cyber-bully. Cyber-bullying campaigns are sometimes so damaging that victims have committed suicide. There are at least four examples in the United States where cyber-bullying has been linked to the suicide of a teenager. 6] The suicide of Megan Meier is a recent example that led to the conviction of the adult perpetrator of the attacks. Intimidation, emotional damage, suicide The reluctance youth have in telling an authority figure about instances of cyber-bullying has led to fatal outcomes. At least three children between the ages of 12 and 13 have committed suicide due to depression brought on by cyber-bullying, according to reports by USA Today and the Baltimore Examiner. Never be bu llied into silence. Never allow yourself to be made a victim. Accept no one's definition of your life, but define yourself. † Cyber Bullying Is Cyber-bullying really a problem? Bullying has been around forever but cyber bullying is different because it lets a bully remain anonymous. It is easier to bully in cyberspace than it is to bully face to face. With cyber bullying a bully can pick on people with much less risk of being caught. Bullies are natural instigators and in cyberspace bullies can enlist the participation of other students who may be unwilling to bully in the real world. Cyber bullying is any harassment that occurs in the Internet.Vicious forum posts, name calling in chat rooms, posting fake profiles on web sites, and mean or cruel email messages are all ways of cyber bullying. â€Å"Around 10 percent of all adolescents in grades 7-9 are victims of internet bullying. ‘This type of bullying can be more serious than conventional bullying. At least with conventional bullying the victim is left alone on evenings and weekends. † Many people may think that cyber-bullying isn’t a problem in life , well think again it can change a victim’s life forever by just one offensive comment about them.I will make the victim want to commit suicide, drop out of school, and suffer from self-esteem issues like depression and anxiety. We must fight for what is right, sooner the better. What cyber-bullies would do in order for them to trace their victims or look for victims is most likely where they would have easy access and that would be through the internet and through cell phones. For cell phones they are able to contact with others by texting or calling but for the internet it would have websites where most kids would join now a days such as, facebook, myspace, twitter, blogspots, and e-mail.I would say that the internet is one of the best places for cyber-bullying than through cell phones because when communicating through the internet they are able to not only associate with only their victims but with other people in the world so not only that one person that they’re bullying are seeing it many people around the world are able to see it also, which in that case would make the victims situations even worse. Above all, no matter what techniques that bullies use it is a way for them to harm others. Online bullying, called cyberbullying, happens when teens use the Internet, cell phones, or other devices to send or post text or images intended to hurt or embarrass another person. † The internet is appealing to many bullies because it makes it easier for them to be cruel and vicious to their victims when there isn’t any personal contact with them and its difficult to trace the activities that they’re doing. â€Å"Victims of internet bullying — or cyberbullying — have no refuge.Victims may be harassed continuously via SMS and websites, and the information spreads very quickly and may be difficult to remove. In addition, it is often difficult to identify the perpetrator. † Hurting others is a way to call it their comfort zone because makes them feel better about themselves and when they do encounter with problems of their own the only way to makes them feel more respected or get them back on their feet is by causing trouble through the technologies because not many of their victims are able to stand up for themselves so bullies feel more superior.For them to harm others is mostly to gain friends that they always wanted to hangout with, since peer pressure has been an issue for many students bullying others is way for them to gain more respect from others especially from their victims. What cyber-bullies didn’t realize is that it can cause a whole lot of problems for their victim that it created a great nightmare not to only to the victim but even to the victims loved ones because it makes a great destruction to ones life. Cyber bullying In these days, internet has become a vital part of our life – both in working or killing time. We may even regard this invisible site as an epitome of our society in reality. Therefore, every phenomenon that takes place in the internet somehow is a projection from out real life. While, bullying, is transformed to a phenomenon in the internet that called cyber-bullying. Why is this happened? The reason's simple – people's being more and more catty. It's because, cyber bullying hurts more deeply, and these evil wounds may keep bleeding for ever†¦ Bullying in the reality mainly hurt victims physically, while it could also hurt one's self-esteem -For example, verbal insulting†¦etc. But still, victims could have chance to escape from those beliers, and it would be more easier for adults to trace for evidence hence preventing this happen again. But cyber bullying is a touchy issue to deal with. First, cyber bully are usually sly – they could delete the evidence once the victim strike by just pressing a button on the keyboard. Then, the bully would not need to be punished because the evidence disappeared suddenly. Then the victim will certainly be kept on insulted by the bully. Where you may say you could avoid having contact with the internet, but can you? As I said, nowadays, the internet had become a vital part in our daily life, can you avoid accessing to it? And once you get to the internet, could you control your curiosity? Even you can, how about your MSN, inbox, Facebook or Myspace ? Those nasty messages can't be edited by you and, they will just be right there forever if you don't take any action. It would be read by any one including yourself. And this will turnout to become a kind of bullying in the reality. People will laught at you because of the message about you in the internet. It's only a vicious cycle. Everything will turn sour and blue if you just keep on being a silent victim. And eventually, you will terminate your life to relief your suffrage, pressure, pain, anger†¦etc. While the bully may just laughing at your death, while, who love you will burst into tears for your death. Death is absolutely not a solution for a problem! The best way to deal with bullying or cyber bullying is to stand out and face the problem positively. You may keep the evidence but not just ignoring them. Talk this issue with your parents and teachers, they will give you wise advices. If the situation's really worst, you may also seek help from the police force too. Our society won't accept the existence of any kind of bullying. Everyone would try their best to help you – you are not alone! But remember, never revenage. If you did this, you will just become another bully. Remember, anger is a poison – it eats you inside. Without your support, bullying still exist as we may have a devil mind. Let's to create a harmony society in the future together. Cyber Bullying Cyber bullying has become a result of teens committing suicide. Last fall Audrie Pott was allegedly ganged raped by three boys after she had fallen asleep do to the consumption of alcohol the three boys later, tormenting her with pictures of her engaging in a sexual form with one of these boys. Pictures were shared around school as well as texting the images and posting them online. After being tormented for two years she started developing suicidal thoughts which later led to her death. In ohio two star football players were convicted of raping a drunk 16 year old girl. They gained media through lurid text messages, cell phone pictures and videos, and social media post surrounding the sexual abuse of the girl. One of the convicted felons was found guilty disseminating a nude photo of a minor. Once something has been posted on the internet it can never be erased. Imagine these young girls that don’t remember anything that happened the night before then waking up discovering they have been sexually abused. Yea, this can be a traumatizing event leaving scars and wounds that can never be healed. Some can leave these events in the past while others would just take their lives away like Audrie Pott. How can cyber bullying be prevented? Simply having more talks with young kids regarding bullying as well as bringing guest speakers to inspire kids not to bully. Also enforcing the law on young teenagers just because they’re young that doesn’t mean they cannot take care of the mess they have created. Allard the attorney for the pott family, said his clients are pushing the â€Å"Audrie’s Law,† which would stiffen penalties for cyber bullying and strengthen laws on sexual assaults by trying adolescents as adults. Cyber Bullying vCyber bullying has become a huge problem in today’s society. There was once a day where cell phones or social networking did not exist and any problem you had with anyone was handled face to face and not behind a computer screen. If you told this to kids today they would probably be surprised. We’ve all been a victim of minor cyber bullying or bullying in general and although I haven’t experienced cyber bullying to its full potential, I’ve sat on the sidelines and watched how cruel my peers can be. About two weeks ago a fight broke out on Instagram between and friend of mine and her ex-boyfriends best friend.The breakup was bitter and his friends were trying to protect him and fight his battles. The ex-boyfriends friend commented on my friends Instagram picture and called the boys in it â€Å"doofy† not too harsh, but they came back at him ten times worse. I’ve witnessed a lot of people get bullied throughout high school and I myself have ha d some pretty cruel things said to me and I’ve said some things to people that I shouldn’t have said, but what these kids were saying to this boy was worse than any type of bullying I’ve ever witnessed.They told him that the world would be a better place without him and that he should just go hang himself. They told him to go hang out with Amanda Todd, a young teen who recently within the past few months made the news for committing suicide. They told him to that he should go kill himself to rid one more retard of the world and make the world better. Lastly, they told him to go drink bleach. I don’t even know the boys name that they bullied, yet I felt so sorry for him and felt that I had to stick up for him.Fortunately the boy did not take the advice of the cruel teenagers and he fought back until the Instagram feud was over. The problem doesn’t only exist in situations that I explained about but in many more ways where maybe the person that was b eing bullied did nothing wrong to deserve the treatment that they got. Not everyone is cyberbullied because of something they did wrong or because of a fight that they instigated. Some cases of cyber bullying had the cause of just plain jealousy. Approximately seventy-five percent of teenagers today have and are using cell phones.And the ones with cell phones send around three thousand text messages a month. With these cell phones do their parents really know what they are doing? Are they suffering from immense amounts of bullying? Or are they on the other side? The problem is that no one really knows and by the time a teenager takes their own life or starts to self harm, it’s too late because the parents had no clue. Thirty percent of children who are online whether it be Facebook or Twitter has admitted to being harassed.In the past few years, cyber bullying has gotten much more serious because not only are kids calling each other names, they’re starting to blackmail . If a young girl sends a nude picture through text message to a boy, and that picture gets in the hands of one of his friends or even another girl, the girl that sent the picture has the risk of having her picture sent around the school or even uploaded to social networking sites. Some might wonder how does a parent stop their children from sending or receiving these harsh texts.It is recommended that the parent sets a time period where the child can and cannot send or receive text messages. There is also an app that can stop sexts, and cyber bullying texts from send to a cell phone. Add your child on Facebook, follow them on Twitter. They may not like it at first but if you can prevent them from being bullied or from facing charges from cyber bullying, they will thank you in the long run. â€Å"Keep kids safe from cyberbullies – CNN. †Ã‚  Featured Articles from CNN. N. p. , n. d. Web. 6  Feb. 2013. â€Å"Keep kids safe from cyberbullies – Page 2 – CN N. †Ã‚  Featured Articles from CNN. N. p. , n. d. Web. 6  Feb. 2013. Cyber Bullying Cyber bullying has become a result of teens committing suicide. Last fall Audrie Pott was allegedly ganged raped by three boys after she had fallen asleep do to the consumption of alcohol the three boys later, tormenting her with pictures of her engaging in a sexual form with one of these boys. Pictures were shared around school as well as texting the images and posting them online. After being tormented for two years she started developing suicidal thoughts which later led to her death. In ohio two star football players were convicted of raping a drunk 16 year old girl. They gained media through lurid text messages, cell phone pictures and videos, and social media post surrounding the sexual abuse of the girl. One of the convicted felons was found guilty disseminating a nude photo of a minor. Once something has been posted on the internet it can never be erased. Imagine these young girls that don’t remember anything that happened the night before then waking up discovering they have been sexually abused. Yea, this can be a traumatizing event leaving scars and wounds that can never be healed. Some can leave these events in the past while others would just take their lives away like Audrie Pott. How can cyber bullying be prevented? Simply having more talks with young kids regarding bullying as well as bringing guest speakers to inspire kids not to bully. Also enforcing the law on young teenagers just because they’re young that doesn’t mean they cannot take care of the mess they have created. Allard the attorney for the pott family, said his clients are pushing the â€Å"Audrie’s Law,† which would stiffen penalties for cyber bullying and strengthen laws on sexual assaults by trying adolescents as adults. Cyber bullying In these days, internet has become a vital part of our life – both in working or killing time. We may even regard this invisible site as an epitome of our society in reality. Therefore, every phenomenon that takes place in the internet somehow is a projection from out real life. While, bullying, is transformed to a phenomenon in the internet that called cyber-bullying. Why is this happened? The reason's simple – people's being more and more catty. It's because, cyber bullying hurts more deeply, and these evil wounds may keep bleeding for ever†¦ Bullying in the reality mainly hurt victims physically, while it could also hurt one's self-esteem -For example, verbal insulting†¦etc. But still, victims could have chance to escape from those beliers, and it would be more easier for adults to trace for evidence hence preventing this happen again. But cyber bullying is a touchy issue to deal with. First, cyber bully are usually sly – they could delete the evidence once the victim strike by just pressing a button on the keyboard. Then, the bully would not need to be punished because the evidence disappeared suddenly. Then the victim will certainly be kept on insulted by the bully. Where you may say you could avoid having contact with the internet, but can you? As I said, nowadays, the internet had become a vital part in our daily life, can you avoid accessing to it? And once you get to the internet, could you control your curiosity? Even you can, how about your MSN, inbox, Facebook or Myspace ? Those nasty messages can't be edited by you and, they will just be right there forever if you don't take any action. It would be read by any one including yourself. And this will turnout to become a kind of bullying in the reality. People will laught at you because of the message about you in the internet. It's only a vicious cycle. Everything will turn sour and blue if you just keep on being a silent victim. And eventually, you will terminate your life to relief your suffrage, pressure, pain, anger†¦etc. While the bully may just laughing at your death, while, who love you will burst into tears for your death. Death is absolutely not a solution for a problem! The best way to deal with bullying or cyber bullying is to stand out and face the problem positively. You may keep the evidence but not just ignoring them. Talk this issue with your parents and teachers, they will give you wise advices. If the situation's really worst, you may also seek help from the police force too. Our society won't accept the existence of any kind of bullying. Everyone would try their best to help you – you are not alone! But remember, never revenage. If you did this, you will just become another bully. Remember, anger is a poison – it eats you inside. Without your support, bullying still exist as we may have a devil mind. Let's to create a harmony society in the future together. Cyber Bullying vCyber bullying has become a huge problem in today’s society. There was once a day where cell phones or social networking did not exist and any problem you had with anyone was handled face to face and not behind a computer screen. If you told this to kids today they would probably be surprised. We’ve all been a victim of minor cyber bullying or bullying in general and although I haven’t experienced cyber bullying to its full potential, I’ve sat on the sidelines and watched how cruel my peers can be. About two weeks ago a fight broke out on Instagram between and friend of mine and her ex-boyfriends best friend.The breakup was bitter and his friends were trying to protect him and fight his battles. The ex-boyfriends friend commented on my friends Instagram picture and called the boys in it â€Å"doofy† not too harsh, but they came back at him ten times worse. I’ve witnessed a lot of people get bullied throughout high school and I myself have ha d some pretty cruel things said to me and I’ve said some things to people that I shouldn’t have said, but what these kids were saying to this boy was worse than any type of bullying I’ve ever witnessed.They told him that the world would be a better place without him and that he should just go hang himself. They told him to go hang out with Amanda Todd, a young teen who recently within the past few months made the news for committing suicide. They told him to that he should go kill himself to rid one more retard of the world and make the world better. Lastly, they told him to go drink bleach. I don’t even know the boys name that they bullied, yet I felt so sorry for him and felt that I had to stick up for him.Fortunately the boy did not take the advice of the cruel teenagers and he fought back until the Instagram feud was over. The problem doesn’t only exist in situations that I explained about but in many more ways where maybe the person that was b eing bullied did nothing wrong to deserve the treatment that they got. Not everyone is cyberbullied because of something they did wrong or because of a fight that they instigated. Some cases of cyber bullying had the cause of just plain jealousy. Approximately seventy-five percent of teenagers today have and are using cell phones.And the ones with cell phones send around three thousand text messages a month. With these cell phones do their parents really know what they are doing? Are they suffering from immense amounts of bullying? Or are they on the other side? The problem is that no one really knows and by the time a teenager takes their own life or starts to self harm, it’s too late because the parents had no clue. Thirty percent of children who are online whether it be Facebook or Twitter has admitted to being harassed.In the past few years, cyber bullying has gotten much more serious because not only are kids calling each other names, they’re starting to blackmail . If a young girl sends a nude picture through text message to a boy, and that picture gets in the hands of one of his friends or even another girl, the girl that sent the picture has the risk of having her picture sent around the school or even uploaded to social networking sites. Some might wonder how does a parent stop their children from sending or receiving these harsh texts.It is recommended that the parent sets a time period where the child can and cannot send or receive text messages. There is also an app that can stop sexts, and cyber bullying texts from send to a cell phone. Add your child on Facebook, follow them on Twitter. They may not like it at first but if you can prevent them from being bullied or from facing charges from cyber bullying, they will thank you in the long run. â€Å"Keep kids safe from cyberbullies – CNN. †Ã‚  Featured Articles from CNN. N. p. , n. d. Web. 6  Feb. 2013. â€Å"Keep kids safe from cyberbullies – Page 2 – CN N. †Ã‚  Featured Articles from CNN. N. p. , n. d. Web. 6  Feb. 2013.

Care of Cancer Essay Example | Topics and Well Written Essays - 750 words

Care of Cancer - Essay Example Oncologists or physicians perform tests to verify the diagnosis of cancer. However, more tests are recommended by a doctor to find out more on the cancer. This is because most tests are vogue and cannot be relied on for treatment. Additionally, there are types of cancer that are hard to classify. Lymphomas is one of the types cancer that require more than one test to ascertain its existence on the body. Combination of thorough test and evaluation of the patient history of symptoms provides a clear analysis for confirmation of presence or absence of cancer. Additionally, clear and effective diagnosis provides steps of monitoring the disorder and the rightful treatment for the diseases. The most common diagnostic methods of cancer are; biopsy, x-rays, endoscopy, diagnostic imaging and the blood test. According to Regnard and Kindlen (2002), biopsy is one of the diagnostic methods for cancer and it is done by surgically removing the tissue sample and put under microscopic test. The process involves either a short needle or a longer needle with the help of scan guidance such as CT scan or ultrasound. Diagnostic imaging is a technique used to provide internal image of the body. There are various processes performed under diagnostic imaging, such as X-rays, CT scans, positron emission tomography and magnetic resonance imaging (MRI). X-rays is the most common method used for screening lung and breast cancer. The method is effective in determining the spread of cancer to bones. CT and MRI scans are mainly used to ascertain the level of tumour and the results of treatment. The images produced during CT scans are analysed using a computer to produce images with a high number of tissues. However, MRI produces more detailed images than both CT and X-ray. Ultrasound is another diagnostic imaging for cancer. The aspects of ultrasound are not good like CT and

Privilege Essay Example | Topics and Well Written Essays - 500 words

Privilege - Essay Example For instance, a reading culture was developed in me at an early age. I did a lot of reading as a child, sometimes for two to three hours a day, and this habit has persisted in my adulthood. Even though I did not notice it, my reading that had been encouraged by my parents gave me a great advantage over other children who were the same age as I was. This large amount of reading was critical in enhancing my abilities to write and read which, is a privilege that is not available to all children. My family also had home-made meals together almost every day of the week, with appropriate settings that were done by my mother. Growing up, I hated the idea of being forced to clean up before taking a seat at the dinner table. Eventually I understood that these meals and bonding with my family provided me a chance to learn good manners, acquire communication skills, and the capacity to discuss and disagree without being disrespectful. I also travelled a lot as I grew up as a result of the job my parents did. Even though sometimes I missed my friends and people that I was familiar with, I still got a chance to visit a lot of places and almost all the states in the country. I also got the chance to travel to Canada, the United Kingdom and Mexico where I met and interacted with many different people from diverse backgrounds. I was able to take hikes in the Grand Canyon, go kayaking among the sea lions while we were visiting Northern California and visit various national monuments that are in Washington DC. Regardless of the fact that most of the trips that were taken by my family were within the United States, I still had a privilege that most of the children do not have as they do not travel as much as I did. Most of the children I grew up with considered my life as being privileged and it usually offended me when they mentioned this to me. My family

Business Principles of the Edinburgh Fringe Festival Essay

Business Principles of the Edinburgh Fringe Festival - Essay Example Even though the economic impact of the festival remains a major concern, there was an agreement with the major stakeholders that it was vital to look into other aspects of the festival. The Edinburgh festival attracts all kinds of performers ranging from regular school boys to star actors. With more than 260 performance venues, such as dim vaults, giant theatres, and moving buses the event has the capacity to hold thousands of actors. All the venues available manage to hold more than 2,000shows in the 25 day long festival. The establishment of the Scottish parliament has to a large extent altered the political landscape. Edinburgh is considered as the standard –bearer for Scotland and a very vital in promoting and strengthening the pride of the Scottish people and their identity as a whole. However, there has been a very great concern by most people and even politicians in Scotland that Edinburgh is not getting the recognition it deserves as a cultural ambassador. This is with due to the numerous festivals that Edinburgh has organized and hosted with very limited resources. In that aspect parliament has come up with certain legislations to help boost the cultural events in their quest to promote the Scottish culture. Nationally Edinburgh is faced with numerous challenges. Whereas there are some people who are of the opinion that a lot of resources is being allocated to the capital, there are some who are of the opinion that Edinburgh festivals may play a very crucial role in promoting the national economy through cultural tourism (British Association of Social Workers 1976, 87). Certainly the Edinburgh’s economic position can be termed as healthy due to some various factors such as low unemployment rates and projected growth in job opportunities. In a research carried out in Scotland in respect to the highest revenue earners for the country. In the year 2010, tourism accounted for about 1.5bn pounds of expenditure by

Creating a sense of Communiy Essay Example | Topics and Well Written Essays - 250 words

Creating a sense of Communiy - Essay Example When it comes to African culture, a number of aspects arise due to the conservative nature (Halverson & Tirmizi, 2008). This is especially so when it comes to such aspects as religion, music, art, and beliefs that normally promote communal work through the sharing of items such as homes, natural resources, and wealth. Additionally, their music and literary work is meant to enhance cohesion, as it mainly focuses on building a strong bond among the Africans and beyond (Sizoo, 2010). Perhaps it is important to look at the Mexican culture that uses unique cuisines and architecture to unite those who belong or would like to be associated with the culture. Ordinarily, the Mexican culture emphasizes on romance and love through numerous and unique weddings (Doudna, 2004). While not all cultures promote harmonious stay among the people, it is worthy to note that the Jamaican culture focuses more on uniting its people by preaching peace through the reggae music among other things such as marijuana (Dhingra, 2007). This is important for cohesion and crime deterrence especially in the modern society. Overall, culture plays a very significant role in the identity of various communities and this further enhances cohesion among the members belonging to a particular cultural background (Halverson & Tirmizi,

High and low culture Term Paper Example | Topics and Well Written Essays - 2000 words

High and low culture - Term Paper Example In order to understand the history and the relationship between the high and the low culture it would be necessary to refer to their basic characteristics. In accordance with Inglis, the term ‘low culture’ is used in order to describe ‘cultural products which exhibit qualities that are the opposite of great art’. However, at this point, the following problem appears: which would be the criteria on which the evaluation of a piece of art as of ‘high’ or ‘low’ culture would be based? It is explained that the views of people on art and quality can be differentiated. Works of art which are considered as of low quality for a particular individual may be regarded as exceptional by another person, i.e. subjectivity when referring to high or low culture cannot be avoided. At the same time, low culture has been related to the characteristics/ background of the creator, meaning that culture produced by people belonging in disadvantage minorities is likely to be considered as ‘low’ even if its quality is significant. On the other hand, it is made clear that the distance between high c ulture and everyday life is not so high as believed. It is noted that high culture can be used, at the same level as the low culture, for understanding the cultural trends of people within a particular society. On the other hand, Ferrarotti notes that the differentiation between the high and the low culture – also known as popular culture – reflects ‘the dichotomy between articulated culture and culture conceived of as a mode of life.

Participative Management - A Study of John Lewis Partnership Case

Participative Management - A of John Lewis Partnership - Case Study Example Competitors find it difficult to replicate the competitive edge acquired by such a firm over a period of time. The objective of this report is to analyze HRM principles and theoretical observations applicable to John Lewis Partnership. The report will also examine whether and where the HRM policies adopted by the company fulfill or fall short in strengthening its efforts to achieve organizational goals and attempts at suggesting remedial measures. Human Resource Management-Participative Management: The central theme of human resource management is to enhance employee performance through employee commitment (Armstrong, 1987, Storey 1995 cited in McGunnigle 2000). The right human resource management system attracts and retains the right talent, develops workforce skills, resolves or avoids conflicts and motivates workforce into a culture of commitment to achieve organizational goals (Storey 1995 cited in McGunnigle 2000). Watson et al. suggest that a culture of commitment may be induced by the application of specific practices within HRM areas such as recruitment and selection, training and development, reward systems, employee participation, involvement and empowerment (Watson et al. 1996 cited in McGunnigle 2000). Kinnie et al. ... Involvement in decision making Performance appraisal with tight links to contingent pay (Holbeche 2001 p.13) Kinnie et al. sound a word of caution when they argue that the application of specific HR policies may not have a uniformly desirable effect on all employees working in an organization. They argue that the extant debate on the links between HR policy and organizational performance has been based on the distinction between the 'best practice' and 'best fit' perspectives, both of which assume that HR policies have the same effect on all employees working in an organization. The best practice view put forth by Pfeffer (1994, 1998 cited in Kinnie et al. 2005) identifies a set of policies associated with performance improvement applicable to all industries and by implication to all employees. On the other hand the best-fit strategy proposed by Schuler and Jackson (1987 cited in Kinnie et al. 2005) and Miles and Snow (1984 cited in Kinnie et al. 2005) suggests that HR policies consistent with business strategy maximize performance. (Kinnie et al. 2005). There have been a number of references to 'participative management' within the literature on human resource management, which however must not be confused with permissiveness. According to Frohman, it is a "practical approach to solving problems and achieving performance targets by utilizing people as resources." As against the human resource approach which "aims to generate compliance and employee morale" participative management is a "quest for improved performance and quality." (Frohman 1988) John Lewis Partnership (JLP): JLP is an employees' co-operative, wholly owned by its 64,000 employee-partners. This unique democratic management model imbues the company with a corporate

Type 2 Diabetes Essay Example | Topics and Well Written Essays - 1250 words

Type 2 Diabetes - Essay Example Many of the diabetic tests being carried out in clinics do not meet the required ethical standards. Health care promoters like Doctors face direct involvement with many ethical issues (Type 2 Diabetes 2015). They are vital in decision making, and thus, making significant ethical implications. Type 2 Diabetes patients trust Doctors to act on their discretion, meaning he is left to what he feels is necessary. But as research shows, some incidents present ethical dilemma to Doctors making very few act to the best course of action. Many Doctors also have issues presenting information to patients regarding testing of Type 2 Diabetes. How a doctor perceives many of the Diabetic questions could therefore be of a big interest to his patients’. From the discussion, we find out that the legalization of some ethical issues would be a positive move towards protecting the patient and the healthcare provider. Legalization of euthanasia would be meaningful to type 2 Diabetic patient undergoing server pain. Legalization to autonomy gave Diabetic patients the freedom to withdraw from hospital bed at their own will. What does Legislation mean in Type 2 Diabetes? Legalization in Type 2 Diabetes refers to creating accommodative rules and policies that will protect and harbour workers infected by Type 2 Diabetes. Type 2 Diabetes should not keep an employer away from the work place. A worker should not be fired or suspended because he or she is suffering from Diabetes.

Sophisticated narrative review of Sue Monk Kidd, The Secret life of Essay

Sophisticated narrative review of Sue Monk Kidd, The Secret life of Bees - Essay Example is a major character or merely an asterisk to the action, the white woman is, by virtue of her symbolic importance in Southern history and culture, a significant presence in novels about the Civil Rights Movement. This might be counterintuitive since the white man would seem the likely arch-adversary in the civil rights dilemma—or worse, focus on the white woman might appear as an attempt to usurp the centrality of African Americans in favor of the group furthest removed from civil rights issues. And yet, the white woman was at the center of those issues. The white woman is central to civil rights issues and to fiction that specifically and substantially depends upon the Civil Rights Movement for material because she was the supporting beams and pillars of the culture the Movement sought to dismantle. That the relationship between the white woman and the Civil Rights Movement has been neglected suggests only that the significance of this relationship has been somehow overshadowed, not that it is insignificant. In 2002, a novel hit the New York Times best-seller list. The setting was the rural South in the late sixties, just after the passage of the Civil Rights Act. The main characters, take refuge with a family of women who live in a house on the outskirts of town. The book is Sue Monk Kidd’s The Secret Life of Bees. Its heroine, Lily Owens, thus achieves spiritual transcendence through communal living with a family of women, self-styled religious rituals, and racial integration. Kidd’s novel exemplifies the two trends that have emerged most clearly in American women’s fiction over the last quarter of the twentieth-century: the move on the part of women writers to a creative and individualized religious practice rather than a traditional institutionalized one, and the examination of the intersections of religion, gender and race as they shape identity. Everything from the novel line to the references of the Civil Rights Movement occurring in 1960’s

Goods Spend Analysis Report Essay Example for Free

Goods Spend Analysis Report Essay Gathering complete and accurate data of total goods spending requires the access to spend data from all relevant sources both within and outside the company. Good data cannot be collected when spend analysis is not supported by stakeholders including customers, suppliers, and internal clients. Step Two: Form a spend analysis team The company needs to realize that spend analysis is too critical to be assigned as an additional duty of purchasing department. A spend analysis team should be formed and dedicated to collect and analyze data and perform more strategic functions such as future spend forecast, budget review and adjustment, and program research. Step Three: Examine data quality and identify an effective data management process A considerable number of purchase orders or purchasing activities are not electronically transmitted in the company therefore the accuracy of purchasing records must be examined. In order to obtain complete, accurate, and consistent data, all stakeholders should identify an effective data/record management process to ensure accuracy. Step Four: Create a proper classification schema It’s very unlikely that the company will adopt an automated spend data management system designed for spend data extraction, cleansing and classification process. The spend analysis team will have to determine how to group spend data around distinct commodities with the concept of strategic sourcing in mind. Spend data should be categorized at the item level, providing visibility and allowing comparisons of detailed attributes across suppliers and commodities. Step Five: Implement spend analysis reports on a monthly basis The monthly spend analysis reports should highlight the top suppliers, internal customers, commodities receiving spend. Other reports addressing accumulated savings and process improvement should also be implemented and shared with other stakeholders for the purpose of involving them in advanced sourcing plans. Reporting will provide a high visibility into spending and help develop a cost-saving model to be used in strategic sourcing. Specific Key Triggers The company has a high percentage of single sourcing for direct commodities as they have signed contracts with the suppliers in Asia who manufacture different product lines for them. They have negotiated low rates for the products that will be manufactured and shipped to Canada and then directly distributed to customers (mainly retailers and gift stores). Since the company has a large customer base instead of a large supplier base, the key triggers to be considered for focus are high dollar value of direct goods or product lines, high dollar value of make-to-order for customers, high dollar value of indirect goods for internal customers, and high number of transactions of indirect goods for internal customers. Procurement Strategy and Spend Analysis All the products must pass safety and lead testing in Canada before selling and distribution. The procurement strategy the company currently employs is low cost with standard quality. The goods spend analysis recommended in this essay will work well with the company’s procurement strategy. It is true that the company is struggling to reduce costs and cut spending at all levels, however, they cannot afford sourcing products with lower quality as the spending on inspection and disposal will dramatically rise. In order to monitor and manage spending properly, strategic spend analysis is the only effective tool they can use to achieve the goal.

Effectiveness of Direct Mail on Cigarette Vending Industry

Effectiveness of Direct Mail on Cigarette Vending Industry The Effectiveness of Direct Mail on the Cigarette Vending Industry in the United Kingdom Irrespective of the mode and methods adopted for marketing, including direct mail, the cigarette vending industry continues to prosper not only in the United Kingdom, but also across the world. At the same time there is a continuous rise in the spread of a number of diseases directly related with smoking including chronic respiratory diseases, cardiovascular diseases and various types of cancers in turn leading to increased death rates amongst the smoking populations. One of the major causes of premature deaths in developing countries, the figures for United Kingdom alone show that approximately 120,000 individuals die every year from diseases directly related to smoking, which is an alarming 20 present of all deaths in a given year. A similar study on smoking also revealed that cancer alone accounts for nearly a third of all deaths from smoking, and another one sixth die from other causes related to smoking. Figures for the younger generation entering the smoking populations of the United Kingdom showed that there was a gradual rise between the years 1988 and 1997,and a somewhat similar rise in the figures amongst adult smoking populations. Marketing departments of cigarette manufacturing companies around the world would least care that an individual smoking cigarette on a regular basis more than doubles the risk of dying before he or she reaches the age of 65. If there is any consolation for these companies adopting various lucrative direct mail strategies for vending and marketing cigarettes, smoking by pregnant women have been found to result in severe repercussions for the foetus as well as new born baby. These include an increased risk of miscarriage, reduced birth weight and potential for prenatal deaths. In similar context, parents who continue to smoke after pregnancy invite increased chances of sudden death syndrome in their infants. The following dissertation will however limit its discussions and studies, and present its findings on the effectiveness of direct mail in the cigarette vending industry of the United Kingdom. (DOH, 1998) Introduction One of the most widely accepted facts and one that has been proven beyond any doubt is that smoking poses a number of health risks. In addition smokers are more than likely to contract certain diseases in comparison to those who do not smoke at all. It is also a fact that smoking is largely accepted as an addictive habit, and with the passage of time, and advances in the study of and implications of smoking alto openly reveal that today it is not merely an addictive habit; on the contrary it is a collection of human behaviours which also includes smoking. It must also be borne in mind that since it is an addiction, and for some indeed a very strong habit, it is wrong to assume that this habit cannot be given up. In fact, there have been numerous cases where individuals have totally given up smoking. It is precisely this line of approach that has made major cigarette manufacturers to print health warning instructions on all their respective packs of cigarettes. Furthermore, majority of the cigarette manufacturing companies around the world, including those of the United Kingdom comply with requisite regulations and legislations with respect of marketing, advertisement and sales of cigarettes. There are also companies, which have their own pack labelling policies, which go beyond the requisite legislation of the respective host country. It is perhaps this lapse, if one may wish to call it, which has allowed majority of cigarette manufacturing companies to guise their marketing, promotion, advertising and selling policies into a philosophy which acknowledges the right of the adult populations to smoke, and consequently respect and protect that particular right. (Pierce et al,1998; Beemer and Siegel, 2000; Safer and Chaloupka, 1999; Anderson etal, 2002; Slade, 2001; Lewis and Littler, 1999) In pursuance of the rights of the smokers, cigarette manufacturing companies also stand against any excessive price regulations and tax measures which are presumably aimed at reducing demand for cigarettes. An independent view of a number of tax and price measures levied by various countries including the United Kingdom reveal that the smoking populations are unduly punished for the pleasure of smoking, and governments largely fail to take into account the huge sums generated from revenues on the various taxes levied on cigarettes. These high rates of taxes levied on cigarettes then results in the illegal and often illicit trade of smuggling cigarettes in turn undermining the legitimate market for cigarette companies running and operating under legal channels of business. A brief on the United Kingdoms cigarette industry reveals that 1 in every 5 cigarettes is smuggled into the country, which adds to a huge20 present of the entire cigarette industry of United Kingdom. In similar context is the call for a ban on the sale of duty free cigarettes, as the primary objective behind the promotion of duty free sale of cigarettes, or for that matter any other product is reduction in illicit trade of that particular item. A ban on the duty free sale of cigarettes would practically jeopardize the regulated duty free retail of that product, and at the same time have a minimal effect on the sale of cigarettes. On the contrary a ban on the duty free sale of cigarettes would simply bring about a shift in the market of cigarettes from a duty free environment to one that is largely controlled by domestic market. Another related aspect of the cigarette vending industry is that of various standards and policies which are aimed at raising awareness about the potential health risks associated with smoking. Trade zones such as those found in European Union for example are ample grounds for such standards and policies to be levied, which in turn allow for uniform results as well as derive common interests amongst the respective countries. The non-smoking segment of the populations is yet another vital area of focus for cigarette manufacturing companies. As also a public health issue, the non-smokers are prone to, and thus demand protective measures from passive smoking. In this respect, there exist two schools of thought; one that disregards any findings and conclusions, which present cigarette smoke as a potential health hazard for non-smokers. This group though acknowledges that cigarette smoke is indeed a source of annoyance as well as one of the causes of environmental pollution. Yet, they also call for an approach based on simple logic and common sense and co-operation. While the second school of thought, such as M/Gallaher, one of the major cigarette manufacturing and marketing companies in the UK, contend that government initiatives including the â€Å"Air Quality program are viable and productive programs to address vital public smoking issues. Literature Reviews There have a number of writings and case studies, which prove the effectiveness of direct mail on the cigarette vending industry,. These writings and studies have convincingly proven that direct mail has had positive affect and its influences have directly contributed to the rise in cigarette sales, in turn promoting the cigarette vending industry in general. Thus, it would not be wrong to state, as also proven from the following case studies, that the direct mail strategy in the cigarette vending industry has proven to affect smoking initiation as well as consumption. A brief historical perspective also reveals that cigarette manufacturing companies the world over have significantly changed their focus from the traditional advertising tithe use of techniques which emphasize on developing as well as maintaining a relationship with individual customers. Direct mail through direct communication thus offers cigarette-vending industry source of generating sales including obtaining measurable response in related areas of marketing. (Pierce et al, 1998; Beemer and Siegel,2000; Safer and Chaloupka, 1999; Anderson et al, 2002; Slade, 2001;Lewis and Littler, 1999) One of the most effective techniques, and perhaps one of the oldest as well, is that of utilizing mailing list of individuals maintained by major and minor cigarette vending companies alike. It is this list of individuals or customers, which serves as the potential for direct mail for cigarette vending industry. This list is also used for the distribution of coupons, sweepstakes offers, and brand-loyalty programme catalogues. Also included in the items distributed through direct mail are event announcements sponsored by the cigarette vending industry, and magazines published by major tobacco manufacturing companies. Practically all these items which are sent to individuals using the direct mail system contain activities and feature images which serve a two-fold purpose. First, these promotional items are designed in such a manner to make emotional appeals to customers. Second, they serve to strengthen, rather reinforce the existing images of the various brands of cigarettes in the market. There are different modes of collecting such list of individuals, which includes events that are sponsored by the cigarette industry, sweepstake forms, signed coupons as well as brand-loyalty program orders. These listings more often than not include some form of a response mechanism, which invites recipients to fill out surveys for example, or mention their lifestyle preferences. A statistic covering the US cigarette industry with particular reference to the role of direct mail reveals that there has been general rising trend in the use of direct mail in the United States. Brief on the 6 largest US cigarette manufacturers showed that they collectively spend a staggering amount of US 133.9 million dollars on direct mail in 2001. This was an increase of 131.8 present from the figures of 1998. One may note that these huge figures do not include sums spent on coupons or specialty items distributed through the mail system. (USFTC, 2002) A survey carried out by a team of doctors at the University of Medicine and Dentistry of New Jersey, in the United States provided for results which convincingly proved that direct mail in the cigarette vending industry not only enhanced initiation, but effectively raised the chances for potential smokers. This survey comprised of some 3900adults, and primarily focused on the answer to 3 questions. (University of Medicine and Dentistry NJ, 2002; SUDAAN, 2001) Questionnaire for the Survey Did any of the participant receive direct mail from a tobacco company within the last 6 months, including magazines, coupons, or catalogues. Did any of the participants use a coupon to buy cigarettes. Did any of the participants save any UPC codes, or tokens from any brand-loyalty programmes of a tobacco manufacturer. Results of the Survey The results of the above questionnaire from the selected adult participants showed that the current range of smoking populations were4 to 5 times more likely to have received direct mail within the past 6months as compared to those who had never smoked before or were belonged to the former smoking community. Second, the survey showed that smokers who had quit smoking in the last 12 months were 2 to 4 times more likely to receive direct mail as compared to those who had never smoked or those who belonged to the former smoking community. The survey also revealed that the white populations as compared to other groups of populations topped the list of individuals receiving direct mail offers for cigarettes or related material in aid of marketing for a given brand of cigarette. The use of coupons was found to be the highest amongst the female smoking community, white adults as well as those falling within the age group of 25 and 64 years. Similarly, saving for programs such as brand-reward programs was also found to be highest amongst current population of smokers, white segment of the population as well as the those falling within the age bracket of 18 and 24 years. Discussion on the Findings and Literature Review The above findings significantly provided evidence that direct mail served to increase the consumption of cigarettes, and subsequently ‘impede cessation. The said survey also found that coupons delivered through the direct mail to individuals were originally designed to bring about a reduction in prices of cigarettes, as well as simultaneously offset the impact of rise in taxes and other control measures levied by respective authorities. It was also found that programs offered through direct mail, such as brand-loyalty programs were intended to reward and encourage smokers through offer for additional purchases. The survey also revealed that direct mail marketing for cigarettes was originally designed to restrict switching of brands amongst customers. However, this strategy was only cover-up, and instead such direct mail offers allowed and in fact assisted smokers to continue smoking. The above literature review and survey on the role of direct mail on the cigarette vending industry shows numerous legislations, public campaigns against smoking, proven addictive behaviours resulting in serious health repercussions and rising awareness levels against thrill effects of smoking all have somewhat forced cigarette manufacturing companies the world over to adopt direct mail strategies. These direct mail strategies not only provide smokers with appealing and inviting messages; they move a step further and offer rewards for smoking. Direct mail also offers an excellent mode of communicating directly with customers, which is all too easily disguised and more than hidden from the piercing scrutiny of the public health community. It is also an effective strategy against rising restrictions on the different and traditional modes of advertising. In this respect a direct mail marketing plan of the world renowned Philip Morris also notes that direct mail is indeed one of the infl uencing factors in the use and consumption of cigarettes. (Slade, 2001; Strategic Plan, 1995) The above literature review and survey also reveals though direct mail is only one of the many marketing techniques adopted by cigarette vending industry, it is undoubtedly one which is witnessing continuous growth pattern, and one that is likely to grow in the future as well. The use of direct mail strategy is all the more worthy of concern as the cigarette vending industry is witnessed to continually change its marketing strategies in response to rising set of legislations and public opinion. It also a proven fact that practically all those involved in cigarette vending industry pursue a marketing strategy with a singular objective; one which aims to encourage initiation and consumption in smoking cigarettes. To curb such efforts, and to bring about a control for restricting such marketing strategies including direct mail, there is an ever-demanding need to fully comprehend marketing tactics utilized by cigarette vending industry. Included in these efforts is removal of the names of the individuals from the list maintained by cigarette vending industry by the smokers themselves as they decide to quit smoking. The exposure of probable intent on the part of cigarette vending industry and possible effects of such direct mail strategies along with measures, which serve as potential triggers, such as the presence of ashtrays, should also be taken into account. (Fiore et al, 2000; King, 2001) 2nd Literature Review In continuation with our dissertation on the effectiveness of direct mail on the cigarette vending industry, yet another research carried out by Lynn McFadden of the University of Strathclyde and published in the British Medical Journal issue of March 2001 is presented here. This research uncovers young peoples awareness about marketing strategies adopted by cigarette vending industry and their involvement and association with their smoking behaviours. One of the most successful methods of direct mail marketing is one, which is carried out at the point of sale. It is the venue of point of sale where a number of cigarette vending industrialists tend to focus, as also evident in the research findings of the University of Strathclyde. The research comprised of some 629 young people, aged between the ages of 15 and 16, and all of who had opted to be a part of the research through a postal consent procedure. The focus of the research, as also stated in the preceding lines waste examination of young peoples awareness of and involvement with cigarette marketing. The research also sought to determine the level of association, if any, amongst the group of young people between the level of awareness and the their smoking behaviours. The overall findings of the above research comprising of young people revealed an extra-ordinary high level of awareness and equally high levels of involvement of young people in the marketing strategies of cigarette vending industry. Out of the 629 participants involved in the research, some 95 present of them were more than aware of the various advertising techniques utilized by the cigarette vending industry, as also aware of the various methods utilized in the point of sale marketing. Thus, both the aspects, those of awareness and involvement with cigarette vending industry were strongly found to be related with being a smoker. This was more than proven from the statistics derived in the said research. For example out of the group of some 185 participants, 55 or a huge 30 present of the research participants admitted that they had received free gifts through coupons attached with the cigarette packs. A comparison with non-smoking community showed that only 11 present or 21 out of 199 participants had received fee gifts through coupons in the cigarette packs. Furthermore, it was also revealed in the same set of researches that aside from the awareness element about coupon schemes, participates were also equally aware about brand stretching and tobacco marketing, all of which were linked in some way or the other with their smoking habits. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) The above research thus concluded the young populations aged 15 and16 were not only fully aware on the various aspects of cigarette marketing including direct mail and marketing at the point of sales; they were also more than associated with the different cigarette vending industries in the marketing of cigarettes and both the awareness and involvement in the marketing were linked with their smoking status and habits. These findings also called for a more stringent set of statutory legislations, as compared to the otherwise voluntary regulations which are primarily designed to protect these teenagers, and which have become somewhat ineffective. Other findings from the above carried out researches revealed and established the fact that the role of the mass media in advertising encouraged smoking amongst the younger populations. From a purely economics perspective, the same findings showed that expenditure on advertising pointed towards an increase in the prevalence, while a drop in the expenditures on advertising resulted in the subsequent drop in the prevalence of cigarette consumption, thereby proving a direct relationship between advertising and consumption of cigarettes. These studies focusing on the younger population showed that teenagers smoking cigarettes are more likely to appreciate as also be aware of the tobacco and cigarette advertising related sponsorships, merchandising and vending. In line with such studies, other cohort studies on the same segment of teenage smoking populations resulted in similar results and furthermore predicted a tendency of future smoking behaviours amongst the researched populations. (DOH, 1992; Aitken et al,1987; Led with, 1984; Charlton et al, 1997; Altman et al, 1996; Aitken al, 1991) A similar experiment involving some 2400 teenagers all aged a 15years, yet only differentiated by sex and postal addresses were taken for a research project from an area in the North of England. These teenagers were invited to participate in the research programme after due consent from their parents/guardians with the primary objective of deriving some 280 smokers from the total lot of participants. With response rate of more than 48 present, some 1062 responded to the call for invitation and studies carried out from the set of questionnaires mailed to each participant along with the consent form. The results obtained from the 1062 participant teenagers (all aged15 years) showed that one in every 5 teenager was involved in smoking,214 teenagers or 20 present of the respondents were regular smokers,825 or a huge 78 present not regular smokers, while 23 respondents or 2percent of the total respondents declined to divulge their smoking status. In continuation with the studies on the teenage smoking population, a random number of 373 respondents were gradually removed from the research list, as they were not regular smokers. The removal of these selected respondents further narrowed the research to those who were in the habit of, or were involved in smoking cigarettes. The number of respondents was now brought down from 1062, as also stated in the opening lines of these paragraphs, to 686 candidates only. These 686 teenage candidates were then interviewed through a team of professional interviewers, who were in turn instructed to make at least4 clear attempts to gain positive research results. The interviewers were not given any prior information as the status of smoking habits of the interviewed candidates so as to derive a transparent set of findings. Here too, the permission of the parents/guardians was sought prior to the interview, as well as a 5-Pound gift voucher was also handed to each candidate. In carrying out the above research 629 out of the total 686respondents were successfully interviewed. Those who were left out did so due to the passage of time, as by the time the research was concluded, the respondents had entered their 16th year, whereas the entire team of research candidates belonged to the 15 year old age bracket only. Each of the candidates was given two sets of questionnaires; one included a face to face interview with the teenage candidate, while the candidate in the presence of their guardians/parents filled out the second questionnaire. One may note that there was no influence of the parents presence on the part of the respondent teenagers. Each of the questionnaires resulted in the awareness, as well as the involvement of the candidates with the different techniques used in the marketing by the cigarette vending industry including direct mail marketing. The findings of the research revealed the smoking habits/status of the teenage candidates, their future intentions for smoking, education levels, and smoking by their peers, siblings, and whether their parents smoked or not. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) A detailed analysis of the awareness element of the teenage group interviewed showed that in comparison to the non-smoking teenage population, those who smoked cigarettes were more than aware of practically all forms of marketing techniques including direct mail marketing. Information from the respondents showed that teenagers involved in smoking were also fully aware of the different types, but also knew about advertisements in magazines, newspapers, special price schemes, and offers for cigarettes. In addition, majority of the smoking teenage population had witnessed advertising on billboards, where more than fifty present of those interviewed had read about some form of cigarette marketing in the press. Also included were advertisements and marketing at point of sales, coupon schemes, and special price offers for cigarettes. Other findings from the research of the 15 year old teenagers revealed that 20 present of the said teenage population had witnessed some form of brand stretching, which included clothing or other items with logos of famous brands of cigarettes, new pack designs, the different and attractive nature and size of the cigarettes, free gifts offered through cigarettes, competitions, and watching famous personalities smoking in films and on television. Though at a lower level, there was awareness on the various promotional mails from cigarette vending industry, distribution of free cigarettes, and to some extent from the network, or the Internet. Thus, it was observed that young smokers were more than fully aware of practically all forms of cigarette marketing techniques including direct mail, in comparison to non-smokers or those who had tried to join the smoking populations. The awareness on the marketing aspect on the part of the teenage populations was more noticeable where free gifts, special price offers, promotional mail, and newer forms of cigarette packs and designs. Marketing of Cigarettes and Role of Teenagers As also stated in the above researched teenage smoking group, there was significant evidence to suggest the involvement and role of teenagers in the marketing of cigarettes including both direct mail and coupon schemes. It was also revealed there was little difference amongst male and female teenagers both of who participated somewhat equally in the marketing of cigarettes. A statistical break-up of the smoking teenager population and the non-smoking teenagers showed that more than fifty present of the smoking populations amongst the teenagers had willingly participated in one or other form of marketing for cigarette companies. In comparison, some 25 present of non-smokers and those who had tried smoking had also participated in some form of marketing for cigarettes. The above research on the teenage smoking population also showed that some 33 present of those interviewed had received free gifts through coupons schemes; another 25 present were in receipt of the special price offers for cigarettes, and a smaller 10 present of the teenage population had received free gifts through direct mail schemes at events organized by the cigarette vending company or received the same through promotional mail schemes. The above findings thus conclusively show that there is a more than strong relationship between awareness of each cigarette marketing technique and current smoking status while variable linked with teenage smoking are held constant. In particular, the awareness of coupon schemes and brand stretching are one way or the other linked to the enhanced probability of the individual being a current smoker, as also with having friends who smoke, siblings, or either parent being smoker. In this study, having friends as smokers was found to be a great influencing factor with the individual being a current smoker. The number of marketing techniques also varied and left a positive mark on the current smoking status and habit of the teenagers interviewed. Hereto, the presence of a close friend, either parent, or siblings was directly associated with an enhanced probability factor for a current smoker. A break up of the different marketing techniques to which the teenage populations are exposed show that package design or price promotion account for a larger exposure, as compared for example brand stretching and shop advertising, the latter of which had little or no effect on the teenage segment of the smoking population. In spite of the above findings, a common factor to emerge was that the young populations was observed to receive some form of benefit, reward, or reassurance from either of the cigarette vending industries; hence a reinforcement of smoking habits, or promotion of smoking amongst the teenage populations. These research more than confirms the need for a stronger set of legislation and laws. The research also calls for an equally tighter set of controls on the marketing techniques adopted by the cigarette vending industries across the United Kingdom. It also proves that the current voluntary form of regulations primarily designed to protect would be smokers, new smokers, and in particular teenage and younger populations are failing, and there is a greater and crucial need for revision of the same. The British Tobacco Advertising and Promotion Bill should be so designed to comprehensively ban some of the most famous forms of marketing such as coupon and brand stretching; the ban should move a step further and outlaw practically all forms and modes of marketing by the cigarette vending industry. Laws, Regulations and Loopholes Exploited by the Cigarette Vending Industry by Marketing/Promotion of Cigarettes This section of the dissertation will address some of the applicable laws and regulations presently levied in the United Kingdom as well as through the directives of the European Union for all member states respectively. It will also take into account the various loopholes and exploiting measures employed by the cigarette vending industry, as they bypass or practically ignore effective regulations to promote the sale of cigarettes, including various forms of direct mail, as also the subject of our above dissertation. One of the first sets of regulations is the European Union Directive98/43/EC, which was duly accepted as a law as of 30th July 1998. Theseus Directive specifically called for minimal tobacco advertising inside the shops. Though the directive contains a summary and overview of the measures and timetable for the implementation of the directive, the salient feature of this directive calls for member government of the European Union including United Kingdom to ban all forms of commercial communication as well as sponsorships, both of which primarily aim actor influence the promotion of tobacco products. An overview of the above said directive shows that though this covers vast area of advertising, and is largely utilized by the cigarette/tobacco vending industry to promote their respective products; the objective of the directive is to bring a halt to the transfer or changeover of promotion techniques used in the marketing of cigarettes. However, the same directive is all too easily exploited through loopholes and exemptions such as those enjoyed by the sellers of tobacco only, marketing at limited point of sales, imported publications, and use of vague language. Brand Stretching One of the areas which perhaps provide as one of the largest loopholes for the cigarette vending industry in their endeavours to market their brand of cigarettes is that of brand stretching. As also discussed in detail in the above present literature reviews and researches, brand stretching is the use of non-tobacco products and services to advertise tobacco and various cigarette brands. These include for example clothes with logos of famous cigarette brands, shoes, and other items, which though are one of the means for marketing; yet in reality they serve to attract the attention of current as well as would be smoker populations alike. This directive is one step short of a total ban on all forms of advertising including such direct mail advertising as utilized by Marlboro Classics, yet it allows governments to exempt advertising where the branding is visibly different from the brand of the cigarette and where advertising is done in good faith without clarifying the actual meaning of the phrase ‘good faith. Thus, we have a loophole duly utilized by the cigarette vending industry in the form of relaxation on such advertising, and use of such phrases as good faith. 3rd Literature Review An Insight into Advertising As One of the Strongest Forms of Direct mail Marketing Strategy Used by the Cigarette Vending Industry Studies carried out by British Governments health S Effectiveness of Direct Mail on Cigarette Vending Industry Effectiveness of Direct Mail on Cigarette Vending Industry The Effectiveness of Direct Mail on the Cigarette Vending Industry in the United Kingdom Irrespective of the mode and methods adopted for marketing, including direct mail, the cigarette vending industry continues to prosper not only in the United Kingdom, but also across the world. At the same time there is a continuous rise in the spread of a number of diseases directly related with smoking including chronic respiratory diseases, cardiovascular diseases and various types of cancers in turn leading to increased death rates amongst the smoking populations. One of the major causes of premature deaths in developing countries, the figures for United Kingdom alone show that approximately 120,000 individuals die every year from diseases directly related to smoking, which is an alarming 20 present of all deaths in a given year. A similar study on smoking also revealed that cancer alone accounts for nearly a third of all deaths from smoking, and another one sixth die from other causes related to smoking. Figures for the younger generation entering the smoking populations of the United Kingdom showed that there was a gradual rise between the years 1988 and 1997,and a somewhat similar rise in the figures amongst adult smoking populations. Marketing departments of cigarette manufacturing companies around the world would least care that an individual smoking cigarette on a regular basis more than doubles the risk of dying before he or she reaches the age of 65. If there is any consolation for these companies adopting various lucrative direct mail strategies for vending and marketing cigarettes, smoking by pregnant women have been found to result in severe repercussions for the foetus as well as new born baby. These include an increased risk of miscarriage, reduced birth weight and potential for prenatal deaths. In similar context, parents who continue to smoke after pregnancy invite increased chances of sudden death syndrome in their infants. The following dissertation will however limit its discussions and studies, and present its findings on the effectiveness of direct mail in the cigarette vending industry of the United Kingdom. (DOH, 1998) Introduction One of the most widely accepted facts and one that has been proven beyond any doubt is that smoking poses a number of health risks. In addition smokers are more than likely to contract certain diseases in comparison to those who do not smoke at all. It is also a fact that smoking is largely accepted as an addictive habit, and with the passage of time, and advances in the study of and implications of smoking alto openly reveal that today it is not merely an addictive habit; on the contrary it is a collection of human behaviours which also includes smoking. It must also be borne in mind that since it is an addiction, and for some indeed a very strong habit, it is wrong to assume that this habit cannot be given up. In fact, there have been numerous cases where individuals have totally given up smoking. It is precisely this line of approach that has made major cigarette manufacturers to print health warning instructions on all their respective packs of cigarettes. Furthermore, majority of the cigarette manufacturing companies around the world, including those of the United Kingdom comply with requisite regulations and legislations with respect of marketing, advertisement and sales of cigarettes. There are also companies, which have their own pack labelling policies, which go beyond the requisite legislation of the respective host country. It is perhaps this lapse, if one may wish to call it, which has allowed majority of cigarette manufacturing companies to guise their marketing, promotion, advertising and selling policies into a philosophy which acknowledges the right of the adult populations to smoke, and consequently respect and protect that particular right. (Pierce et al,1998; Beemer and Siegel, 2000; Safer and Chaloupka, 1999; Anderson etal, 2002; Slade, 2001; Lewis and Littler, 1999) In pursuance of the rights of the smokers, cigarette manufacturing companies also stand against any excessive price regulations and tax measures which are presumably aimed at reducing demand for cigarettes. An independent view of a number of tax and price measures levied by various countries including the United Kingdom reveal that the smoking populations are unduly punished for the pleasure of smoking, and governments largely fail to take into account the huge sums generated from revenues on the various taxes levied on cigarettes. These high rates of taxes levied on cigarettes then results in the illegal and often illicit trade of smuggling cigarettes in turn undermining the legitimate market for cigarette companies running and operating under legal channels of business. A brief on the United Kingdoms cigarette industry reveals that 1 in every 5 cigarettes is smuggled into the country, which adds to a huge20 present of the entire cigarette industry of United Kingdom. In similar context is the call for a ban on the sale of duty free cigarettes, as the primary objective behind the promotion of duty free sale of cigarettes, or for that matter any other product is reduction in illicit trade of that particular item. A ban on the duty free sale of cigarettes would practically jeopardize the regulated duty free retail of that product, and at the same time have a minimal effect on the sale of cigarettes. On the contrary a ban on the duty free sale of cigarettes would simply bring about a shift in the market of cigarettes from a duty free environment to one that is largely controlled by domestic market. Another related aspect of the cigarette vending industry is that of various standards and policies which are aimed at raising awareness about the potential health risks associated with smoking. Trade zones such as those found in European Union for example are ample grounds for such standards and policies to be levied, which in turn allow for uniform results as well as derive common interests amongst the respective countries. The non-smoking segment of the populations is yet another vital area of focus for cigarette manufacturing companies. As also a public health issue, the non-smokers are prone to, and thus demand protective measures from passive smoking. In this respect, there exist two schools of thought; one that disregards any findings and conclusions, which present cigarette smoke as a potential health hazard for non-smokers. This group though acknowledges that cigarette smoke is indeed a source of annoyance as well as one of the causes of environmental pollution. Yet, they also call for an approach based on simple logic and common sense and co-operation. While the second school of thought, such as M/Gallaher, one of the major cigarette manufacturing and marketing companies in the UK, contend that government initiatives including the â€Å"Air Quality program are viable and productive programs to address vital public smoking issues. Literature Reviews There have a number of writings and case studies, which prove the effectiveness of direct mail on the cigarette vending industry,. These writings and studies have convincingly proven that direct mail has had positive affect and its influences have directly contributed to the rise in cigarette sales, in turn promoting the cigarette vending industry in general. Thus, it would not be wrong to state, as also proven from the following case studies, that the direct mail strategy in the cigarette vending industry has proven to affect smoking initiation as well as consumption. A brief historical perspective also reveals that cigarette manufacturing companies the world over have significantly changed their focus from the traditional advertising tithe use of techniques which emphasize on developing as well as maintaining a relationship with individual customers. Direct mail through direct communication thus offers cigarette-vending industry source of generating sales including obtaining measurable response in related areas of marketing. (Pierce et al, 1998; Beemer and Siegel,2000; Safer and Chaloupka, 1999; Anderson et al, 2002; Slade, 2001;Lewis and Littler, 1999) One of the most effective techniques, and perhaps one of the oldest as well, is that of utilizing mailing list of individuals maintained by major and minor cigarette vending companies alike. It is this list of individuals or customers, which serves as the potential for direct mail for cigarette vending industry. This list is also used for the distribution of coupons, sweepstakes offers, and brand-loyalty programme catalogues. Also included in the items distributed through direct mail are event announcements sponsored by the cigarette vending industry, and magazines published by major tobacco manufacturing companies. Practically all these items which are sent to individuals using the direct mail system contain activities and feature images which serve a two-fold purpose. First, these promotional items are designed in such a manner to make emotional appeals to customers. Second, they serve to strengthen, rather reinforce the existing images of the various brands of cigarettes in the market. There are different modes of collecting such list of individuals, which includes events that are sponsored by the cigarette industry, sweepstake forms, signed coupons as well as brand-loyalty program orders. These listings more often than not include some form of a response mechanism, which invites recipients to fill out surveys for example, or mention their lifestyle preferences. A statistic covering the US cigarette industry with particular reference to the role of direct mail reveals that there has been general rising trend in the use of direct mail in the United States. Brief on the 6 largest US cigarette manufacturers showed that they collectively spend a staggering amount of US 133.9 million dollars on direct mail in 2001. This was an increase of 131.8 present from the figures of 1998. One may note that these huge figures do not include sums spent on coupons or specialty items distributed through the mail system. (USFTC, 2002) A survey carried out by a team of doctors at the University of Medicine and Dentistry of New Jersey, in the United States provided for results which convincingly proved that direct mail in the cigarette vending industry not only enhanced initiation, but effectively raised the chances for potential smokers. This survey comprised of some 3900adults, and primarily focused on the answer to 3 questions. (University of Medicine and Dentistry NJ, 2002; SUDAAN, 2001) Questionnaire for the Survey Did any of the participant receive direct mail from a tobacco company within the last 6 months, including magazines, coupons, or catalogues. Did any of the participants use a coupon to buy cigarettes. Did any of the participants save any UPC codes, or tokens from any brand-loyalty programmes of a tobacco manufacturer. Results of the Survey The results of the above questionnaire from the selected adult participants showed that the current range of smoking populations were4 to 5 times more likely to have received direct mail within the past 6months as compared to those who had never smoked before or were belonged to the former smoking community. Second, the survey showed that smokers who had quit smoking in the last 12 months were 2 to 4 times more likely to receive direct mail as compared to those who had never smoked or those who belonged to the former smoking community. The survey also revealed that the white populations as compared to other groups of populations topped the list of individuals receiving direct mail offers for cigarettes or related material in aid of marketing for a given brand of cigarette. The use of coupons was found to be the highest amongst the female smoking community, white adults as well as those falling within the age group of 25 and 64 years. Similarly, saving for programs such as brand-reward programs was also found to be highest amongst current population of smokers, white segment of the population as well as the those falling within the age bracket of 18 and 24 years. Discussion on the Findings and Literature Review The above findings significantly provided evidence that direct mail served to increase the consumption of cigarettes, and subsequently ‘impede cessation. The said survey also found that coupons delivered through the direct mail to individuals were originally designed to bring about a reduction in prices of cigarettes, as well as simultaneously offset the impact of rise in taxes and other control measures levied by respective authorities. It was also found that programs offered through direct mail, such as brand-loyalty programs were intended to reward and encourage smokers through offer for additional purchases. The survey also revealed that direct mail marketing for cigarettes was originally designed to restrict switching of brands amongst customers. However, this strategy was only cover-up, and instead such direct mail offers allowed and in fact assisted smokers to continue smoking. The above literature review and survey on the role of direct mail on the cigarette vending industry shows numerous legislations, public campaigns against smoking, proven addictive behaviours resulting in serious health repercussions and rising awareness levels against thrill effects of smoking all have somewhat forced cigarette manufacturing companies the world over to adopt direct mail strategies. These direct mail strategies not only provide smokers with appealing and inviting messages; they move a step further and offer rewards for smoking. Direct mail also offers an excellent mode of communicating directly with customers, which is all too easily disguised and more than hidden from the piercing scrutiny of the public health community. It is also an effective strategy against rising restrictions on the different and traditional modes of advertising. In this respect a direct mail marketing plan of the world renowned Philip Morris also notes that direct mail is indeed one of the infl uencing factors in the use and consumption of cigarettes. (Slade, 2001; Strategic Plan, 1995) The above literature review and survey also reveals though direct mail is only one of the many marketing techniques adopted by cigarette vending industry, it is undoubtedly one which is witnessing continuous growth pattern, and one that is likely to grow in the future as well. The use of direct mail strategy is all the more worthy of concern as the cigarette vending industry is witnessed to continually change its marketing strategies in response to rising set of legislations and public opinion. It also a proven fact that practically all those involved in cigarette vending industry pursue a marketing strategy with a singular objective; one which aims to encourage initiation and consumption in smoking cigarettes. To curb such efforts, and to bring about a control for restricting such marketing strategies including direct mail, there is an ever-demanding need to fully comprehend marketing tactics utilized by cigarette vending industry. Included in these efforts is removal of the names of the individuals from the list maintained by cigarette vending industry by the smokers themselves as they decide to quit smoking. The exposure of probable intent on the part of cigarette vending industry and possible effects of such direct mail strategies along with measures, which serve as potential triggers, such as the presence of ashtrays, should also be taken into account. (Fiore et al, 2000; King, 2001) 2nd Literature Review In continuation with our dissertation on the effectiveness of direct mail on the cigarette vending industry, yet another research carried out by Lynn McFadden of the University of Strathclyde and published in the British Medical Journal issue of March 2001 is presented here. This research uncovers young peoples awareness about marketing strategies adopted by cigarette vending industry and their involvement and association with their smoking behaviours. One of the most successful methods of direct mail marketing is one, which is carried out at the point of sale. It is the venue of point of sale where a number of cigarette vending industrialists tend to focus, as also evident in the research findings of the University of Strathclyde. The research comprised of some 629 young people, aged between the ages of 15 and 16, and all of who had opted to be a part of the research through a postal consent procedure. The focus of the research, as also stated in the preceding lines waste examination of young peoples awareness of and involvement with cigarette marketing. The research also sought to determine the level of association, if any, amongst the group of young people between the level of awareness and the their smoking behaviours. The overall findings of the above research comprising of young people revealed an extra-ordinary high level of awareness and equally high levels of involvement of young people in the marketing strategies of cigarette vending industry. Out of the 629 participants involved in the research, some 95 present of them were more than aware of the various advertising techniques utilized by the cigarette vending industry, as also aware of the various methods utilized in the point of sale marketing. Thus, both the aspects, those of awareness and involvement with cigarette vending industry were strongly found to be related with being a smoker. This was more than proven from the statistics derived in the said research. For example out of the group of some 185 participants, 55 or a huge 30 present of the research participants admitted that they had received free gifts through coupons attached with the cigarette packs. A comparison with non-smoking community showed that only 11 present or 21 out of 199 participants had received fee gifts through coupons in the cigarette packs. Furthermore, it was also revealed in the same set of researches that aside from the awareness element about coupon schemes, participates were also equally aware about brand stretching and tobacco marketing, all of which were linked in some way or the other with their smoking habits. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) The above research thus concluded the young populations aged 15 and16 were not only fully aware on the various aspects of cigarette marketing including direct mail and marketing at the point of sales; they were also more than associated with the different cigarette vending industries in the marketing of cigarettes and both the awareness and involvement in the marketing were linked with their smoking status and habits. These findings also called for a more stringent set of statutory legislations, as compared to the otherwise voluntary regulations which are primarily designed to protect these teenagers, and which have become somewhat ineffective. Other findings from the above carried out researches revealed and established the fact that the role of the mass media in advertising encouraged smoking amongst the younger populations. From a purely economics perspective, the same findings showed that expenditure on advertising pointed towards an increase in the prevalence, while a drop in the expenditures on advertising resulted in the subsequent drop in the prevalence of cigarette consumption, thereby proving a direct relationship between advertising and consumption of cigarettes. These studies focusing on the younger population showed that teenagers smoking cigarettes are more likely to appreciate as also be aware of the tobacco and cigarette advertising related sponsorships, merchandising and vending. In line with such studies, other cohort studies on the same segment of teenage smoking populations resulted in similar results and furthermore predicted a tendency of future smoking behaviours amongst the researched populations. (DOH, 1992; Aitken et al,1987; Led with, 1984; Charlton et al, 1997; Altman et al, 1996; Aitken al, 1991) A similar experiment involving some 2400 teenagers all aged a 15years, yet only differentiated by sex and postal addresses were taken for a research project from an area in the North of England. These teenagers were invited to participate in the research programme after due consent from their parents/guardians with the primary objective of deriving some 280 smokers from the total lot of participants. With response rate of more than 48 present, some 1062 responded to the call for invitation and studies carried out from the set of questionnaires mailed to each participant along with the consent form. The results obtained from the 1062 participant teenagers (all aged15 years) showed that one in every 5 teenager was involved in smoking,214 teenagers or 20 present of the respondents were regular smokers,825 or a huge 78 present not regular smokers, while 23 respondents or 2percent of the total respondents declined to divulge their smoking status. In continuation with the studies on the teenage smoking population, a random number of 373 respondents were gradually removed from the research list, as they were not regular smokers. The removal of these selected respondents further narrowed the research to those who were in the habit of, or were involved in smoking cigarettes. The number of respondents was now brought down from 1062, as also stated in the opening lines of these paragraphs, to 686 candidates only. These 686 teenage candidates were then interviewed through a team of professional interviewers, who were in turn instructed to make at least4 clear attempts to gain positive research results. The interviewers were not given any prior information as the status of smoking habits of the interviewed candidates so as to derive a transparent set of findings. Here too, the permission of the parents/guardians was sought prior to the interview, as well as a 5-Pound gift voucher was also handed to each candidate. In carrying out the above research 629 out of the total 686respondents were successfully interviewed. Those who were left out did so due to the passage of time, as by the time the research was concluded, the respondents had entered their 16th year, whereas the entire team of research candidates belonged to the 15 year old age bracket only. Each of the candidates was given two sets of questionnaires; one included a face to face interview with the teenage candidate, while the candidate in the presence of their guardians/parents filled out the second questionnaire. One may note that there was no influence of the parents presence on the part of the respondent teenagers. Each of the questionnaires resulted in the awareness, as well as the involvement of the candidates with the different techniques used in the marketing by the cigarette vending industry including direct mail marketing. The findings of the research revealed the smoking habits/status of the teenage candidates, their future intentions for smoking, education levels, and smoking by their peers, siblings, and whether their parents smoked or not. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) A detailed analysis of the awareness element of the teenage group interviewed showed that in comparison to the non-smoking teenage population, those who smoked cigarettes were more than aware of practically all forms of marketing techniques including direct mail marketing. Information from the respondents showed that teenagers involved in smoking were also fully aware of the different types, but also knew about advertisements in magazines, newspapers, special price schemes, and offers for cigarettes. In addition, majority of the smoking teenage population had witnessed advertising on billboards, where more than fifty present of those interviewed had read about some form of cigarette marketing in the press. Also included were advertisements and marketing at point of sales, coupon schemes, and special price offers for cigarettes. Other findings from the research of the 15 year old teenagers revealed that 20 present of the said teenage population had witnessed some form of brand stretching, which included clothing or other items with logos of famous brands of cigarettes, new pack designs, the different and attractive nature and size of the cigarettes, free gifts offered through cigarettes, competitions, and watching famous personalities smoking in films and on television. Though at a lower level, there was awareness on the various promotional mails from cigarette vending industry, distribution of free cigarettes, and to some extent from the network, or the Internet. Thus, it was observed that young smokers were more than fully aware of practically all forms of cigarette marketing techniques including direct mail, in comparison to non-smokers or those who had tried to join the smoking populations. The awareness on the marketing aspect on the part of the teenage populations was more noticeable where free gifts, special price offers, promotional mail, and newer forms of cigarette packs and designs. Marketing of Cigarettes and Role of Teenagers As also stated in the above researched teenage smoking group, there was significant evidence to suggest the involvement and role of teenagers in the marketing of cigarettes including both direct mail and coupon schemes. It was also revealed there was little difference amongst male and female teenagers both of who participated somewhat equally in the marketing of cigarettes. A statistical break-up of the smoking teenager population and the non-smoking teenagers showed that more than fifty present of the smoking populations amongst the teenagers had willingly participated in one or other form of marketing for cigarette companies. In comparison, some 25 present of non-smokers and those who had tried smoking had also participated in some form of marketing for cigarettes. The above research on the teenage smoking population also showed that some 33 present of those interviewed had received free gifts through coupons schemes; another 25 present were in receipt of the special price offers for cigarettes, and a smaller 10 present of the teenage population had received free gifts through direct mail schemes at events organized by the cigarette vending company or received the same through promotional mail schemes. The above findings thus conclusively show that there is a more than strong relationship between awareness of each cigarette marketing technique and current smoking status while variable linked with teenage smoking are held constant. In particular, the awareness of coupon schemes and brand stretching are one way or the other linked to the enhanced probability of the individual being a current smoker, as also with having friends who smoke, siblings, or either parent being smoker. In this study, having friends as smokers was found to be a great influencing factor with the individual being a current smoker. The number of marketing techniques also varied and left a positive mark on the current smoking status and habit of the teenagers interviewed. Hereto, the presence of a close friend, either parent, or siblings was directly associated with an enhanced probability factor for a current smoker. A break up of the different marketing techniques to which the teenage populations are exposed show that package design or price promotion account for a larger exposure, as compared for example brand stretching and shop advertising, the latter of which had little or no effect on the teenage segment of the smoking population. In spite of the above findings, a common factor to emerge was that the young populations was observed to receive some form of benefit, reward, or reassurance from either of the cigarette vending industries; hence a reinforcement of smoking habits, or promotion of smoking amongst the teenage populations. These research more than confirms the need for a stronger set of legislation and laws. The research also calls for an equally tighter set of controls on the marketing techniques adopted by the cigarette vending industries across the United Kingdom. It also proves that the current voluntary form of regulations primarily designed to protect would be smokers, new smokers, and in particular teenage and younger populations are failing, and there is a greater and crucial need for revision of the same. The British Tobacco Advertising and Promotion Bill should be so designed to comprehensively ban some of the most famous forms of marketing such as coupon and brand stretching; the ban should move a step further and outlaw practically all forms and modes of marketing by the cigarette vending industry. Laws, Regulations and Loopholes Exploited by the Cigarette Vending Industry by Marketing/Promotion of Cigarettes This section of the dissertation will address some of the applicable laws and regulations presently levied in the United Kingdom as well as through the directives of the European Union for all member states respectively. It will also take into account the various loopholes and exploiting measures employed by the cigarette vending industry, as they bypass or practically ignore effective regulations to promote the sale of cigarettes, including various forms of direct mail, as also the subject of our above dissertation. One of the first sets of regulations is the European Union Directive98/43/EC, which was duly accepted as a law as of 30th July 1998. Theseus Directive specifically called for minimal tobacco advertising inside the shops. Though the directive contains a summary and overview of the measures and timetable for the implementation of the directive, the salient feature of this directive calls for member government of the European Union including United Kingdom to ban all forms of commercial communication as well as sponsorships, both of which primarily aim actor influence the promotion of tobacco products. An overview of the above said directive shows that though this covers vast area of advertising, and is largely utilized by the cigarette/tobacco vending industry to promote their respective products; the objective of the directive is to bring a halt to the transfer or changeover of promotion techniques used in the marketing of cigarettes. However, the same directive is all too easily exploited through loopholes and exemptions such as those enjoyed by the sellers of tobacco only, marketing at limited point of sales, imported publications, and use of vague language. Brand Stretching One of the areas which perhaps provide as one of the largest loopholes for the cigarette vending industry in their endeavours to market their brand of cigarettes is that of brand stretching. As also discussed in detail in the above present literature reviews and researches, brand stretching is the use of non-tobacco products and services to advertise tobacco and various cigarette brands. These include for example clothes with logos of famous cigarette brands, shoes, and other items, which though are one of the means for marketing; yet in reality they serve to attract the attention of current as well as would be smoker populations alike. This directive is one step short of a total ban on all forms of advertising including such direct mail advertising as utilized by Marlboro Classics, yet it allows governments to exempt advertising where the branding is visibly different from the brand of the cigarette and where advertising is done in good faith without clarifying the actual meaning of the phrase ‘good faith. Thus, we have a loophole duly utilized by the cigarette vending industry in the form of relaxation on such advertising, and use of such phrases as good faith. 3rd Literature Review An Insight into Advertising As One of the Strongest Forms of Direct mail Marketing Strategy Used by the Cigarette Vending Industry Studies carried out by British Governments health S