History Of Kosovo Essay -- essays research papers

The Balance of Power Theory and It’s Application to Kosovo   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ideas are the corner-stones of International Relations and Diplomacy. These ideas are often titled theories, a term that grants the ideas a certain degree of credibility in application, though they remain theories; they cannot be proved., only applied intelligently in hopes of arriving at the correct conclusion. One theory concerning the Balance of Power (BOP) falls under the Neo-Realist analysis of conflict within the International system. This Essay will attempt to apply this theory, somewhat retroactively to the situation in Bosnia and more specifically, to that in Kosovo. Retroactively, because the essay will principally examine how these theories can be applied to the history of the Kosovo conflict, dating to the present. Secondly, it will undertake to detail the current situation in that region in these same terms, providing an accurate description of the status quo. Finally, the Balance of Power Theory will be employed in a prospective manner, to offer a so lution to the situation in terms of actually creating a balance of power within the country of Bosnia.   Ã‚  Ã‚  Ã‚  Ã‚  Outline: I. Definitions of Terms for the Purpose of this Essay   Ã‚  Ã‚  Ã‚  Ã‚  A. Neo Realism   Ã‚  Ã‚  Ã‚  Ã‚  B. Balance of Power Theory (BOP)   Ã‚  Ã‚  Ã‚  Ã‚  C. Power Transition (PT) II. Retroactive Application of Theory   Ã‚  Ã‚  Ã‚  Ã‚  A. History of Kosovo Situation   Ã‚  Ã‚  Ã‚  Ã‚  B. How BOP/PT Theory Explains Kosovo Conflict III. Immediate Application of Theory   Ã‚  Ã‚  Ã‚  Ã‚  A. How Status Quo is Represented by BOP Theory IV. Prospective Application of Theory   Ã‚  Ã‚  Ã‚  Ã‚  A. What Actual Balance of Power may lead to Peace in the Region V. Conclusion I. A. Neo-Realism   Ã‚  Ã‚  Ã‚  Ã‚  Neo-Realism is one of the schools of thought in International Relations theory. It is a sub-school of Realism, which originated in the aftermath of World War II. Realists tended to blame the Second World War on Liberals and their failure to deter the fascist powers that initiated that war. Some of their specific criticisms include these principles:   Ã‚  &n... ... sees the concurrence of Serbian longing for Kosovo, and their longtime friend Israel’s feeling for their Holy land.   Ã‚  Ã‚  Ã‚  Ã‚  The Balance of Power theory, however, does not allow for emotional rationalization when discussing war and politics. The final peace will depend on the power held by each party as the war ends. Serbia had, in 1995 presented a plan for peace in a magazine which passed unnoticed by the rest of the world. In it, they proposed to have a buffer zone free of ethnic Albanians. The buffer zone would lie between Albania and Kosovo-Metohia, which would effectively end the mutual ethnic cleansing, and act as a sort of containment solution. The implementation of this plan however is far from realization, since the war continues to rage. V. Conclusion   Ã‚  Ã‚  Ã‚  Ã‚  The situation in Kosovo, is a long and exciting study of the Theories on Balance of Power, and its role in peace keeping. Unfortunately, the theory has been more of a method for analyzing the patterns of war in the region. It will take some measure of inequality to end this war. It is currently too much an equality of military forces for either side to emerge victorious.

How the concentration of an acid affects the rate of reaction on marble chips :: GCSE Chemistry Coursework Investigation

How the concentration of an acid affects the rate of reaction on marble chips Background: These different speeds of reaction are referred to as their rates. The rate of reaction depends on how often and how hard the reacting particles collide with each other. Particles have to collide in order to react, and the have to collide hard enough as well. This is called the collision theory. When the temperature is increased the particles all move quicker. If they are moving quicker then they are going to have more collisions. Reactions only happen if the particles collide with enough energy. At a higher temperature there will be more particles colliding with enough energy to make the reaction happen. This initial energy is known as the activation energy, and it is needed to break the initial bonds. If one of the reactants is a solid then breaking it up into smaller pieces will increase its surface area. This means the particles around it in the solution will have more area to work on so there will be more useful collisions. A catalyst works by giving the reacting particles something to stick to where they can bump into each other. This obviously increases the number of collisions too. If the solution is made more concentrated it means that there are more particles of reactant knocking about between the water molecules, which makes collisions between the important particles more likely. Chemists overseeing large reactions in industrial situations must carefully consider the rates of reactions. For some reactions, such as the production of a final material, fast reactions will be desirable to increase production and therefore sales profit. For other reactions, such as the degradation of a material, reducing the rate may be beneficial to increase the lifetime of a product. Times Education Series Chemistry GCSE Plan: I will investigate how the concentration affects the rate of reaction between hydrochloric acid and calcium carbonate (marble chips). The rate of reaction can be measured by measuring the amount of gas produced after a certain amount of time. The reaction will take place in the conical flask from where the gas produced will travel into the up-turned measuring cylinder. The gas will then displace the water in the tube. I will measure out exactly 50ml of 1molar hydrochloric acid into the conical flask. I will then weigh out exactly or as close as possible to 2 grams of small sized marble chips. I will put the chips into the flask with the acid and immediately place the bung over it so as to lose as little gas as possible. I will then take readings at intervals of fifteen seconds.

Theme of Witch Hunts in The Crucible and the Rwandan Genocide Essay

In 1953, a book/play called The Crucible was published. It was written by Arthur Miller as an allegory of the McCarthyism era. It talks of the causes and effects of the Salem witch trials in the late 1600's. The story is told in a way that made the people of the 50's realize how crazy they were actually acting. In 1994, two Rwandan tribes were fighting each other to the death. One was called the Tutsi tribe and the other was the Hutu tribe. These clans differed only slightly. The Tutsi were taller, had darker skin, and wider noses. The Hutu were shorter, had lighter skin, and thinner noses. This was the difference between them yet they fought for about 3 months until nearly half of the Tutsi were slaughtered. What a happy story. But anyways, what do these two things have to do with one another? They both dealed with witch hunts of sorts. The Crucible literally was about the witch hunts. In the Rwandan Genocide, Hutu were hunted down like the ?witches? were hunted during the Salem witch trials. Though both of these things talk about the same basic idea, there are many differences s... Theme of Witch Hunts in The Crucible and the Rwandan Genocide Essay In 1953, a book/play called The Crucible was published. It was written by Arthur Miller as an allegory of the McCarthyism era. It talks of the causes and effects of the Salem witch trials in the late 1600's. The story is told in a way that made the people of the 50's realize how crazy they were actually acting. In 1994, two Rwandan tribes were fighting each other to the death. One was called the Tutsi tribe and the other was the Hutu tribe. These clans differed only slightly. The Tutsi were taller, had darker skin, and wider noses. The Hutu were shorter, had lighter skin, and thinner noses. This was the difference between them yet they fought for about 3 months until nearly half of the Tutsi were slaughtered. What a happy story. But anyways, what do these two things have to do with one another? They both dealed with witch hunts of sorts. The Crucible literally was about the witch hunts. In the Rwandan Genocide, Hutu were hunted down like the ?witches? were hunted during the Salem witch trials. Though both of these things talk about the same basic idea, there are many differences s...

Project Management Essay

Scope of Project Since the project involves mega budget the evaluation and study of scope is necessary, to find if the country is prepared for such mega budget projects or not. In spite of having most of the odds against and the greater  challenge in front of owners, it is commendable the outcome they produced. The first Formula 1racing was grand success in India; it also saw the attendance of viewers more than 100,000. The world class quality produced in short span of time was commendable. After the grand success of first two editions of Indian Grand Prix this project has silenced the critics to an extent. The Indian GP boosted the economy, as it saw major boost in hotel industry. The hotel charges in Delhi and NOIDA were increased by 50% to 80% during the event. Travel and transportation services also made merry, while there was huge consumption increase for food and beverages. The formula 1 motor sport is huge money spinner and it is expected to bring more money in future. The assumption for revenues from F1’s commercial rights will reach $3.3bn in 2016, according to a report by Formula Money with sponsorship in 2011 returning fast. The research, based on data contained in the new edition of the annual Formula Money report, predicts that revenues for the sport’s commercial rights holder, the Formula One Group, will rise at a rate of 12.7 percent a year reaching $3,253m in five years’ time. Buddh International Circuit project was questioned as it was build keeping in the mind of Formula 1 Racing where Indian presentation is very less. There is only one Indian Team Force India co-owned by Dr. Vijay Malya that too has all foreign drivers. The only Indian driver who features in Formula 1 race is Narain Karthikeyan who drives for HRT. Seeing the response of first two F1 races experts are very much hope full about the success of such projects. Motor sport will develop in India; however, it will take time, Dr. Malya in an exclusive interview quoted â€Å"F1is not short term project, he gave example of champion team Red bull and the progress they made in 7 years.† The other countries like Malaysia and China have already ventured into Formula 1 race business. Most of the countries see it as investment to boost their tourism sector more than the sporting activity and indeed it does help in generating revenue in foreign currency as sport is having global presence and fans and followers in large numbers who travel across the globe for the love of sport. Economic Activity The project started with a mega budget of $400 million dollar. It had a great impact upon the economy. It brought India on the map of global motor sport, which is considered to be the biggest money spinning sport in the world  according to study conducted, the popularity of the sport can be measured by the fact that it had television viewers of 527 million Formula One world championship. Formula Ones economic effects and creation of jobs are significant, and its financial and political battles are widely reported. Its high profile and popularity make it a merchandising environment, which results in great investments from sponsors and budgets in the hundreds of millions for the constructors. Critics may question this project as the cost of the project is very high the track alone cost around $120 million and the operational cost of the circuit is $15 million to $20 million. Apart from the huge investment that Budhh International project has incurred, it is delivering rich dividends. The huge success of inaugural Indian Grand Prix which was full house already indicated the future of such projects in India. It has helped India gaining revenue from foreign countries. It will also give India exposure to high technology. The Site Buddh International Circuit is located in Greater Noida in the outskirts of Delhi. Greater Noida falls within the National Capital Region of India‟s capital – New Delhi and is adjacent to Noida, one of the largest industrial townships in Asia. It is located 40 kilometers (25 mi) to the south-east of New Delhi and 20 kilometers (12 mi) south-east of Noida. The Government of Uttar Pradesh then decided to incorporate the city of Greater Noida, as an extension to Noida, but with better planning, incorporating the lessons learned from the Noida development. The place is a perfect location for Budhh International Circuit as it takes only about 2.5 hours of road travel from Delhi making it easier even for fans of formula 1 coming for outside of the country for the love sport. Connecting the city to Agra is Yamuna Express way six lane express way which was formerly known as Taj Expressway. The circuit is part of the 2,500 acres (10 km2) Jaypee Greens Sports City, Greens Sports City home which also includes a 100,000 seat cricket stadium, 18-hole golf course, 25,000 seat field hockey stadium and a sports academy have been planned. The sports complex is expected to cost 40 billion ($820 million) and generate $170m of revenue annually, and employ 10,000 people. Infrastructural Development The projects like BIC boost infrastructural development in the area. It has encouraged the urbanization of the area. It is sign of fast developmental growth of the area. With infrastructure giant like Jaypee Group entering in the area, they can take the development to whole new level. The Jaypee Group is a conglomerate based in Noida, India. It was founded by Jaiprakash Gaur which is involved in well diversified infrastructure conglomerate with business interests in Engineering & Construction, Power, Cement, Real Estate and Hospitality. The project BIC has improved the interest of the people in considering Greater Noida as residential place. The other industries have also acknowledged the development in the area and now they are seeking this as an opportunity to grow their business and moving their business to the town. Such Mega projects not only require big budgets, they also required enhanced technology in order to finis the project on time. The Mega projects like BIC can not be accomplished without the use of high technology in other words; these projects also introduced high technologies to this area in order to boos the urbanization at fast pace. The urbanization of the area is helping in improving the quality of life of the people living in the area as they get to enjoy world class facility. The service level and quality of various important services such as hospitals and educational institutes has improved to great deal. The urbanization always attracts investment from company which will mean consumer will have more option and better quality of service. Trade and Tourisms The Buddh circuit has been built as a flagship development for a bigger project: a new town with a population of several hundred thousand, which will have malls, sports and education facilities, and will sit astride a new motorway linking it to Delhi, 32km away, and Agra, 190km away. The Buddh International circuit has brought, boost to the tourism and trade both as it has increased the number of foreign visitors who come follow the Formula 1 race. The world class architecture and the facilities available at the circuit give fans run for their money. The hospitality sector has gained a lot from the projects like Budhh International Circuit. Because of the  number of event this circuit is hosting, they getting increase numbers of foreign visitors. Hospitality sector will improve their status, as the auto-racing events might bring in great effects of tourism into the country. It promotes the country not only as one of the tourist attraction but will also attract sport lovers from all over the world. Hotel industry is expecting growth in their business as the people who come to watch events like Formula One try to find accommodation in near by location. It is also generating business opportunities for other sectors related to travel and transportation. The teams carry their own machines and equipments while venturing in such competitions which require good and fast moving transportation facilities. Hotel and the hospitality industry will benefit greatly from Formula One Entertainment as they would provide accommodation and food for their staff. The number of visitors expected to increase as the BIC is all set to stage Superbike World Championship (WSBK) in 2013. Increase number of events will definitely boost the foreign currency inflow to the country and will help to build and promote Indian tourism Industry. Environmental Effects Despite all the benefits from the BIC, there are several undeniable impacts it has on the environment. The new development will mean more pollution issues. The population are concerned that their health will be jeopardized by there recent increase of development. The motorsport adds to air and noise pollution as the roaring sound of the engine creates noise pollution, as result you may find most of the people watching formula 1 race in circuit wearing ear plugs. And this is a life threatening sport as cars run at alarming speed at which accident can easily take place jeopardizing the life or car drivers and others. Cultural Effects The development projects like BIC have changed the environment from agriculture base to new developed town. The state government has taken land from framers for this Mega project, which is a part bigger infrastructural development in this part of the state. The development has produced both employment and unemployment. Even though there are a lot of job opportunities since so much of development has happened, people facing  challenge as they have re-skill themselves. Developments in area, which once lack of modern facilities has offered more schools for the children‟s education, better hospital facilities, and more job opportunities. With the area getting international exposure more and more companies willing to invest in land here. Real estate business in the area has really picked up the pace as the rate of the land moving up high, creating business opportunities, as more and more people willing to invest in land here. Most of the Formula 1 fans are from western countries and the Indian will get too much exposure from the western cultures and values. This does not imply that the western cultures and values are negative but rather does not fit into the way of life of the Indian cultures. This might created what is called the generation gap between the younger generations and the older generations as the younger generations are influenced by western cultures while the older generations are by the traditional Indian cultures. The Controversy The disparity between headline-grabbing projects such as the Buddh circuit and the poverty that surrounds them has been well documented. But the myriad conflicts generated by the transformation of India are heard about less often. The track has been greeted with fanfare in journalist and sporting circles, and with legislation and protests elsewhere. Public-interest litigation was filed against the government of Uttar Pradesh, the state where the complex is located, and the Jaypee Group. The PIL claimed that because Formula One is an elitist sport, the state government has no right to exempt Jaypee from paying entertainment taxes, alleging that the exemption was granted only because the company is â€Å"very close to the political leadership.† In order to construct the circuit, the lands of some three hundred farmers were purchased by the state government. However, in August 2011 – three months before the inaugural race – the farmers in question expressed dissatis faction with the project and threatened to dismantle the circuit â€Å"with force if necessary†, demanding more money and stating that they felt the land should have been zoned for industrial estates to generate more employment in the area. Meanwhile, farmers on whose land the circuit now stands continue to protest. The land was bought by the state government in 2007 for the development of roads and industry.  Farmers complained they had not received the compensation or jobs they were promised. Bhatta-Parsaul made headlines in the summer when police attacked farmers who had been protesting about the compulsory purchase of their lands by the government of Uttar Pradesh. Allegations of police brutality and violence provoked by land disputes are commonplace. This is particularly true on the outskirts of cities where exploding populations, growing wealth and rampant property speculation combine with repressive colonial-era laws and corrupt officials. Objective The objective of the study is to evaluate the project and check the feasibility of such mega budget project and to see if India the country which is still going through economical reforms and the county which having high „Power Distance Index’ is ready for such mega budget projects. The study focuses upon the scope that project such as Buddh International Circuit carries. It takes upon the Formula 1 motor sports, potential for generating revenue and its scope in India. It also takes on its impact of economy and revenue generation. The number of business and employment opportunity it provides. Also take on its impact on the tourism industry in India and other sub industry in India. Bearing the fact in min it provides excellent international exposure for India as the sports is banking upon huge media coverage. It is having such a large viewership which only considered second to Olympic. Formula One can be seen live or tape delayed in almost every country and territory arou nd the world and attracts one of the largest global television audiences. The 2008 season attracted a global audience of 600 million people per race. According to the reports year 2011 saw global viewers 515 million. The precise figures for year 2012 are not available. However, there seems to be decline in the number of viewers for year 2012. The study also takes a look at the Indian representation at Formula 1. The only Indian Formula 1 driver Narain Karthikeyan who drives for HRT in an interview said it is very difficult to break in to Formula 1 circuit. However, the future of this sport is bright in India as, people in India have more knowledge about the sport unlike China where it is limited to Shanghai only. The Indian Team Force India performed well in the both the edition of the Indian Grand Prix. However, the performance was better in  the inaugural Grand Prix. The study also focuses upon the F1‟s impact on culture, environment and controversy related to the BIC project, the controversy which created political issues in the territory. 6. Analysis On the analysis of the sport we can find that Formula 1 is money draining spots, it requires large budget as an average formula one car can easily cost around $100 million dollar. On the contrary it has huge fan following, the sport is one the richest and one the viewed sports of the televisions, having viewership in hundreds of millions, making it big money spinning sport. According to sources the revenue generated by F1 from commercial right in year 2010 was an astonishing amount of $1.587 billion, which is expected to grow further in future. The sport promises to be the huge money spinner. The analysis of the BIC infrastructure and the world class facility it contains, one can say this is a worth project. BIC has successfully hosted the Indian Grand Prix twice and received and accolade from international fraternity. The CEO of F1 Mr. Bernie Ecclestone has already acknowledged BIC as one the best racing circuits of the world. The investment and operational cost analysis of BIC proj ects shows that it requires mega budget and the operational cost of the circuit is also very high which is almost around $15 million to $20million per year. The state of art and world class facility of this circuit makes it suitable for events, which are very necessary for preventing it from becoming white elephant. The circuit is also about to host World Superbike Series. The analysis of impacts of BIC it has some positive and some negative impact. It has really boosted the infrastructural development in the area. The events like F1 race giving India Global exposure and thereby giving Indian tourism and hospitality industry a chance to grow further. The Formula 1fans follow this sport from across the globe and most of them are wealthy and ready spend for luxuries. In that way project BIC has opened gate for foreign currency inflow. The projects also have some negative impact also it started on the land bought from farmers, which created controversy later and became big political issue, apart from this the owner group also came under scanner for tax exemption. This project was also seen as threat to environment as it causes both air and noise pollution. BIC has been successful in hosting two  of the mega event it has also given India a great recognition on the global world motor sport map. It is also creating employment and business opportunities.

Effects of Online Advertisements on Newspaper Advertisements Essay

Advertisements can either take the form of print advertising through newspapers, magazines, brochures, and fliers or in non-print form such as those found in television, radio, video, and internet. The key purpose of advertisements is to bring to the attention of potential customers the existence of a new product or service. A good advertisement should be able to persuade the potential customers to purchase and keep them motivated to do a certain action (Tolani, 2010). While the function of advertising has not changed from the act of influencing the decision of a potential customer, the form of advertisement has radually evolved with new advertisement media emerging. Radio advertisement emerged with the coming of radios in the 1920s. The number of people who owned radios increased to about 82% by 1940. However, television was introduced in the 1950s, and was soon a common appliance in almost all households. This resulted in the increase of television advertisement expenditure to near ly $1. 5 billion by 1960s. Outdoor advertisement can be traced back to the post World War era to the American Safety Razor Company in 1925 when it advertised a brushless shaving cream on a mega billboard (Tolani, 2010). The advent of video cassette recorders saw a new trend in advertisement during the period between the early 1980s and late 1990s. The video cassette recorders became very popular with viewers, but video advertisement met a major hitch as viewers easily fast-forwarded ONLINE AND NEWSPRINT ADVERTISEMENT 11 through advertisements while watching tapes. This compelled firms to resort to product placement in which their products were used in television shows and films. The latest media development in this field is the use of internet for advertising. There has generally been an increase in computer ownership and the use of internet has rapidly grown. It might not be easy to predict the advertisement media that will be widely used in the future. However, it is an open fact that advertisements will continue to improve and strive to become more useful to businesses and to the consumer (Tolani, 2010). Entrepreneurs and business managers are faced with the challenge of making a choice for an advertising media on a daily basis. This is because the success of their establishments greatly depends on the ability of the entrepreneurs and managers to create product and service awareness, build their firm’s image and reputation, and generate sales leads and revenues. These efforts can only be realized by the use of newspaper and magazine advertisements, radio advertisements, television advertisements, outdoor advertising, web advertising, among many other advertising media. What will determine the final medium choice may vary from one business to another and the various factors that are in play toward meeting the specific business objectives (Patsula Media, 2007). Irrespective of the medium of advertisement that a business chooses to use for its products and services, it is important to note that both the print advertising and online advertising are highly necessary, given that the approaches toward both, the purposes, and even the audiences are very different. It is not very advisable to consider one of these media as more effective that the other on mere basis of seasonal variance because either may overtake the other at some give time. A good number of people also have access to both sources and this makes it ONLINE AND NEWSPRINT ADVERTISEMENT 12 mportant for entrepreneurs and business managers to give due consideration to both (Web Windows, 2010). Thesis Statement Given the increased growth of information that is available over the internet and the subsequent increase in the number of people who tend to spend more time on the internet, companies are turning to advertise their goods and service online so as to capture this newly generated m arket. Emphasis has thus shifted to the possible effects that this emerging trend of online advertisement may have on newsprint advertisement, both in popularity and advertisement revenue. Statement of the Problem Advertisement plays a very important function in the trading processes as it is the only means through which a business can bring to the attention of the consumers about their products, introduce a new product in the market or promote the sales of an existing product or service. All these are core activities—without which, a business setup cannot effectively compete for customers in the already-crowded market. Though there are numerous media through which a business may place its advertisements, the most commonly used medium is the newspaper because of its wide readership and circulation. With the advent and advancement of technology, newspaper publishers have embraced information technology to an extent of presenting their publications both as newsprint and online versions. This advancement means that entrepreneurs have the option of choosing which version of a newspaper through which to place their advertisements. This will mainly be determined by an entrepreneur’s own evaluation of the medium that will best suit the business needs. Lately, there ONLINE AND NEWSPRINT ADVERTISEMENT 13 as been growing debate about the popularity of online newspaper and newsprint. This debate cannot escape the attention of entrepreneurs who significantly rely on these news media for their advertisements. There is general consensus that online versions of newspapers are gaining popularity among readers worldwide. Could this increasing popularity and, to some extent, translate into increased preference by entrepreneurs to place their advertisements online instead of the newsprint version of newspapers? Background of the Problem Given the central role which newspapers play in the advertisement of goods and services by businesses, it is only important that entrepreneurs give special attention and critical evaluation on the volume of readership and scope of circulation of both the online version and newsprint version of newspapers. This would mean that new considerations are factored in when making a choice for advertisement media by business contrary to previous emphasis that focused only on readership and circulation. Ability to access n advertisement by potential customers is a major concern that attracts heated boardroom debates in companies, particularly due to intense competition for the crowded market. The significance of an advertisement media with regard to scope of outreach means that both entrepreneurs and advertisement agencies have a responsibility to adopt the use of advertisement media capable of optimizing market outreach for a product or service. Key aspects for consideration with regard to ch oice of advertisement media are mainly in areas of target audience and access. These entail considerations of readership and circulation which would ensure that an advertisement reaches the highest number of target audience within the shortest duration possible and draws attention in the most appropriate way. ONLINE AND NEWSPRINT ADVERTISEMENT 14 While many entrepreneurs are coming up with several measures of ensuring they significantly save on advertisement costs for their products and services, advertising agencies are of the opinion that optimizing market outreach can best be achieved by choosing a media with huge readership and wide circulation. Key areas suggested by advertisement experts include impact and ability to attract attention among other advertisements. When due consideration is given to these two aspects, an advertisement media will be able to achieve market outreach by approximately 70%, which is equivalent to nearly 5% of the total product market in a crowded environment. It is generally agreed that upgrading of newspapers to online versions can help to significantly improve their readership and accessibility, translating to wider market outreach for online advertisements. Such advancement in technology has for long been credited as significant part of increasing readership, expanding circulation, and making lasting impact in advertisement. The most remarkable gain for online advertisement can be attributed to the increase in number of people owning computers and therefore spending a lot of time on the internet unlike the numbers of people buying newsprint and the time they spend reading it. Justification for the Study Effects of online advertisement toward newsprint advertisement are a welcome topic at this time when there is growing concern that newsprint advertisement is becoming less and less effective in an environment where consumers are increasingly getting their information online and from other non-traditional sources. This belief has also drawn a lot of objection from newspaper advertisement sales agent who insist that newsprint advertising is more effective than online advertising. To them, newsprint advertising is tangible, making it possible for a potential ONLINE AND NEWSPRINT ADVERTISEMENT 15 customer to clip it out, hold in the hand and carry to the store unlike online advertisements, which is only visual. Though online advertisement can cost a business slightly more, it is becoming more popular with consumers and can thus not be simply brushed off. This calls for a strategy that will ensure that this advertisement medium is embraced without jeopardizing the profits of a business. Deficiencies in the evidence The choice of an advertisement media that an entrepreneur or a business opts to use for its products or services are mainly determined by size of business and the target audience— whether they are other businesses, youth, elderly, men or women. The access to an advertisement by these groups of persons is quite varied as all of them have their own preferences of media choices. The youth may be found of internet while the elderly may be accustomed to newsprint. While online advertising may make a big impact among the youth, it may not necessarily do the same with the elderly or housewives. The size of a business will also play a big role in the choice of advertising media. For example, small businesses may not have all the money to invest in certain media which are considered expensive and are therefore a preserve for big businesses. Advertising is an expensive venture and may not be appealing or affordable to all entrepreneurs. This means that the choice of a media may not necessarily be determined by its effectiveness but rather by the investment capacity of any given entrepreneur. Evidence obtained for this study will thus be influenced to a greater extent by individual entrepreneur considerations and not necessarily by the popularity of any given media. ONLINE AND NEWSPRINT ADVERTISEMENT 16 Definition of Terms Advertising Media: refers to means by which an advertising message is carried to potential customers and includes television, radio, internet, magazines, newspaper, and signage Online Advertising: refers to advertising that is done over the internet Newsprint Advertising: refers to placing advertisements on a newspaper Purpose of the Study The purpose of studying effects of online advertisement toward newsprint advertisement is to: 1. Ensure that entrepreneurs are provided with ample information regarding the various advertisement media to enable them make informed choices 2. Ensure that myths revolving effectiveness of either newsprint advertisement or online advertisement are eliminated and substituted with live statistics 3. Ensure that advertisement agencies are able to adjust their media in a manner that will enable businesses reach their target audience in the most effective way and at the least cost possible 4. Ensure that recommendations are made that would help entrepreneurs make a choice on the most effective media for their advertisements. This study is significant because it would help in ensuring that useful information is made available to help entrepreneurs with their advertisement decisions, particularly those focusing on newsprint and online advertisements. It will also ensure that advancements in technology are ONLINE AND NEWSPRINT ADVERTISEMENT 17 embraced and advertising services evolve to best meet the opportunities and challenges of the future with regard to market outreach. Hypotheses The following hypotheses were tested in this study: 1. H01: Advertising plays a central role in business success. HA1: Advertising does not play a central role in the success of a business. 2. H02: Most businesses advertise on newsprint media. HA2: Most businesses do not advertise on newsprint media. 3. H03: Most entrepreneurs prefer to use online advertisements for their products. HA3: Most entrepreneurs do not prefer to use online advertisement for their products. 4. H04: Newsprint advertising is more effective that online advertising. HA4: Newsprint advertising is less effective than online advertising. 5. H05: Online advertising is the future of product advertisement. HA5: Online advertising is not the future of product advertisement. Summary The shift in focus by entrepreneurs and businesses to put more attention on online advertisement instead on the traditional advertisement media is broadly seen as one of the main steps toward technological revolution of the advertising industry. This would go a long way in realizing wider market outreach and increased sales for businesses and publishers who embrace the internet for their publications. This, in essence, would mean increased readership for online version of newspapers, translating into bigger profit margins. ONLINE AND NEWSPRINT ADVERTISEMENT 18 This study has been designed to explore various modes of newspapers as major advertisement media which can be used by entrepreneurs and businesses to advertise their products and services. Special focus has been given to Star Newsprint and Star Online, which are Malaysia’s leading English publications. Chapter two of this work is an extensive literature review on matters relating to online and newsprint publications as well as online and newsprint advertisement. Chapter three is an outline of data collection and treatment while chapters four and five respectively present findings and discussions. Chapter six outlines major conclusions and recommendations. ONLINE AND NEWSPRINT ADVERTISEMENT 19 CHAPTER 2: LITERATURE REVIEW Introduction Newspapers have conventionally played a very significant role in the advertisement of goods and services. This has been mainly attributed to their wide readership and circulation since they can be easily obtained, from the nearest street vendor to the biggest shopping mall in the biggest city. The readership of newspapers also cut across all ages, sexes, and social classes as they normally publish articles that would be useful to all these category of persons in one way or the other,. Newspapers have for long dominated the advertisement scene due to the low costs involved as compared to other advertisement media. Newspaper comes either as newsprint or online. Newspaper publishers have lately resorted to the two kinds of publication to meet the various demands of different readers (Mutter, 2010). The introduction of online version of newspaper has seen a significant drop in the readership of the print newspaper, and this trend is projected to continue into the future. This scenario which is almost inevitable and probably irreversible is generating big concern on the future of printed newspaper as well as newsprint advertisement. The printing of newspaper remains very important for publishers since it is responsible for the biggest volume of revenue for publishers, contributing nearly 90% of the total revenue for a newspaper company. Analyst are quick to point that any attempt to rid of print newspaper would simply through publication companies out of business since the advertising revenue will almost drop to 5%, if not zero (Mutter, 2010). However, the continued survival of print newspaper will to a great extent be determined by consumer demands, good state of an economy, and the interest of marketers to use newsprint ONLINE AND NEWSPRINT ADVERTISEMENT 20 advertising. It is predicted that with the diminishing economic prospects declining advertising revenue, there is a high possibility of a major drop in consumer demand for print newspapers. This is based on the fact that close to half of print newspaper readers are aged population who are statistically likely to pass out with time. The younger population is not found of print newspapers, and this habit will probably accompany them to old age. Unless this readership habit of the younger population changes, it is quite evident that the print newspaper readership will continue to shrink as the aged population slowly makes their exit, leaving the younger population that has already formed a habit of not reading the print newspaper (Mutter, 2010). Evaluation of Print Newspaper Print newspaper has conventionally been associated with a number of advantages, which have probably made it very popular. It is generally agreed that print newspapers have loyal readership, which makes it a powerful advertising tool as compared to internet. Print newspaper is considered very effective when a particular geographic area is being targeted; for example, when you want to notify people of about a forthcoming sporting event. For those who have information to convey, print newspaper is more flexible in terms of space as one is able to determine the size that would best suit his/her needs. Certain print newspapers enjoy many loyal fans, thus increasing their readership (Lad, 2009). On the other hand, print newspapers have certain disadvantages. Print newspaper generally has limited lifespan, meaning they are only available to the public for a single day after which they are withdrawn from sale. Print newspaper may not give a wide reach as compared with internet that has a global audience. Print newspapers have the limitation in terms of the ONLINE AND NEWSPRINT ADVERTISEMENT 21 audience who may actually read it, and certain copies may actually not be available on demand at all times (Lad, 2009). Evaluation of Online Newspaper Online newspapers tend to offer information to the reader much more quickly as compared to the print version. The online version is always available on the internet before the print version is on the streets. Online publications can normally be updated several times in a day with the latest news and happenings. Moreover, while print version is purchased, online newspapers are accessed free of charge. This makes it possible for a reader to use a wide spectrum of newspapers possible. Online versions enable users to make use of links to divide large units of information into more easily digestible portions, and to search information in the newspaper is also automated. Readers of online versions are able to archive articles on the computer, contact editors via e-mail, and use interactive games (Lad, 2009). The disadvantages attributed to online versions included the fact that they do not give detailed reports on all the subjects and tend to omit several sections found in the print version. This limits information available to the online reader. Reading from a computer does not convey the traditional experience of reading a newspaper, which is a key characteristic of print newspaper. During peak times when several users are scrambling to access news, the download times are very long. Online newspapers are characterized by so many links which are quite confusing instead of being useful, particularly the amount of research necessary and the need to constantly check the link address. One gets tired looking at the computer screen and it may take time to get used to them (Lad, 2009). ONLINE AND NEWSPRINT ADVERTISEMENT 22 Case Study: Star Online and Star Newspaper The Star is one of the leading English language newspapers in Malaysia. The statistics issued from the Audit Bureau of Circulation indicate that the print version of this newspaper has a daily circulation of nearly 950,000 copies while the Sunday Star records a readership of nearly 850,000. The publication is mainly owned by the Malaysian Chinese Association. The main competitors of this publication are The Sun and the New Straits Times, which are also published in English. The Star newspaper traces its history back in 1971, when it was first published as a regional newspaper in Georgetown. By 1976, the newspaper had gained national circulation in Malaysia, and established its headquarters at the country’s capital, Kuala Lumpur. The growth in business saw the company relocate to Petaling Jaya, where it is currently based (Star Publication, 2009). The company’s print newspapers, The Star Daily and The Sunday Star are published in five different editions. Two of the editions cover the northern eninsular states of Penang, Kedah, Perlis, Kelantan, and Perak. Two other editions cover the larger country. The Star Daily is divided into sections consisting of the Main Paper, StarBiz, StarTwo, Star Metro, and classified section. The features of the Main Paper are predominantly local and international news. The StarBiz is mainly concerned with trade and reports on market trends, financial reports, and stock market updates. On the other hand, Star Tw o mainly feature articles on entertainment, environment, science, lifestyle, and fashion among several others. Lastly, the content of Star Metro is varied and tends to focus more on the area of circulation (Star Publication, 2009). The continued demand by the publication’s readers saw the emergence of The Star Online, which is an internet version of The Star newspaper. This was in response to the persistent ONLINE AND NEWSPRINT ADVERTISEMENT 23 demand for an online version of the newspaper, and it finally made entry into the market in 2005. The company prides its strengths as a newspaper on the cornerstones of internet and media ventures. The Star Online and its many components are produced, managed, developed, and contributed to by the Star Division, The Star Online and Multimedia Newsdesk teams of The Star’s Editorial Department (Star Publication, 2009). Newsprint Advertisement Advertisement can be traced to the emergence of trading activities from very early days as evidenced by archeological artifacts drawn from different parts of the world. With the invention of the printing press in 1440 by Johannes Gutenberg who was a German Goldsmith, merchants were able to duplicate advertisements for their wares. By the late 19th and early 20th centuries, newsprint advertising had become the primary means for companies to communicate their sales and promotions to the consumers. This was mainly through media such as newspapers, magazines, fliers, posters, and billboards (Walker, 2010). Following the invention of printing press, advertisements became a common place in weekly newspapers and periodical journals. The items, which were mainly featured in such advertisements, included new machines, other print publications or reported the discoveries and inventions of the enlightenment era. The first newsprint to offer advertising space for sale was the French publication La Presse in 1836. This saw this newsprint being sold more cheaply, hence recorded increased readership and profitability. This move inspired other newspapers and magazines across the world to follow suit in this commercial strategy. In the contemporary newsprint, advertising designers are able to visualize highly creative commercials through digital image manipulation in order to make the biggest market impact (Walker, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 24 Newsprints still remain key advertisement medium for every business to such a point that it is hard to imagine doing business without advertising in a newspaper or a magazine. This is particularly important for small businesses that can hardly afford other media of advertisement. Paid-circulation newspapers have for long dominated the mass media market for advertisement as reflected in advertisement sales volumes. Newspapers are very popular with both multinational businesses and small-scale dealers. This is probably due to the fact that businesses come in three distinct forms namely local, regional, and national newspapers each targeting different audience according to its scope of circulation (Patsula Media, 2007). Advantages There are a number of advantages that print newspaper advertisements have over online advertisements. Print newspapers have very wide circulation as almost every home in the city subscribed to daily access of a printed newspaper. Where the advertisement is intended to reach audience only in a particular geographical region, print newspaper readily permits this. The printed advertisement benefits from both permanence and desired obsolescence. This means that a reader is able to refer back or even cut out a particular advert. Print newspapers have a predictable frequency of publication, either on daily or weekly basis, making it possible for advertisers to target days of wider readership for their adverts (Brassil, 2010). The immediacy that print newspapers have makes it possible for urgent advertisements to be responded fast, thereby producing urgent results. When deadlines are short, it permits quick responses to changing market conditions. Readers are already accustomed themselves to getting advertisements on print newspapers to an extent that a good number buys print newspapers just to read advertisements. At the same time, print newspaper reading has nearly become a habit for ONLINE AND NEWSPRINT ADVERTISEMENT 25 most people. Specific sector adverts can be very easily placed on the various sections of print newspaper such as sports, news, and classifieds to ensure the target is directly hit (Brassil, 2010). Print newspapers give advertisers a lot of flexibility both in size and placement. This means that production changes can be easily responded to whenever the need arises. Advertisements that are placed on print newspapers can be examined at leisure since the exposure is not limited, thus readers are able to take their time going through the message. Since placement on print newspaper can be tailored to a size that suits the budget of the advertiser, it is possible even for small businesses to place their small adverts at low costs. Print newspapers offer wide options to advertisers whether place their advertisements as copy only, copy with graphics, colored, or black and white. Finally, print newspapers features supplements which readers can easily pull out and save (Brassil, 2010). Disadvantages Advertising on print newspaper has not escaped its own set of shortcomings. Because of the large number of advertisements which are featured on the newspaper, any particular advertisement must compete for reader’s attention. This means that readers who only spend a few minutes reading the print newspaper may fail to capture the advertisement. At the same time, there is hardly a guarantee that everybody who reads the print newspaper will read the advertisements placed in it. This is because a print newspaper has several sections and not all readers read every section of the newspaper. The short lifespan, normally daily, that newspapers have forces advertisers to insert multiple advertisements even for a whole week so as to reach a good number of readers. This may be expensive particularly for small businesses (Brassil, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 26 Online Advertisement The revolution in information and communication technology has come with both opportunities and risks for the business community, particularly from the point of view of the traditionally-established media. Internet as a form of computer aided communication is equally unsure for the print media. The technical potential in advertisement that online newspaper offers surpasses that of the printed newspaper in several ways. Online newspaper is interactive multimedia for providing internal and external networks, while offering a selection of functions, possibility for regular updates, access to archives, rapid access to large number of newspapers, and being paperless, thus ensuring there is no problem of waste disposal (Neuberger, Tonnemacher, Bibl & Duck, 1998). Advantages The economic constraints that businesses face on everyday basis often leave enterprises with very little money to spare on advertising. This is more common among the small businesses who often find themselves light in the pocket. It is therefore important to opt for an advertisement medium that give optimum output and minimal costs. Online advertisement is generally seen to be complacent in this line than the traditional newsprint advertisement. When online advertisements are on a pay-per-click basis, an entrepreneur only pays when a potential customer clicks on the advert and ends up on the entrepreneur’s website. This ensures that businesses only pay for leads that end up in their website as opposed to mass messages in the print newspaper that may or may not reach the target audience. There is therefore maximum return on investment for a business using online advertisement (Rogers, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 27 Online advertisement also works very quickly given the fact that the day that one gets started is the same day that results manifest. There is basically neither waiting period nor long startup process. Once an entrepreneur is ready to get started, he/she can very easily launch a successful advertisement promotion on a number of channels. This tends to produce quick results and the campaign can also be maintained for a longer period of time unlike print newspapers which have daily lifespan. Online advertisement enables businesses to target their markets more efficiently than print newspapers. This can be achieved through the use of social networks that an entrepreneur considers relevant to the campaign. Once these social networks are identified, a business can dig very deeply into their niche, enabling them to produce the maximum results with very little investment (Rogers, 2010). Advertising online has the advantage of giving elaborate and thorough statistics that enables a business to tweak and optimize their campaigns to the maximum. This is a total deviation from newsprint advertising when one can do very little to track the success of one campaign as compared to another. Online advertising avails quite a number of information just at a mouse click. With online advertising, an entrepreneur is able to monitor the number of people who visits the business website, where they come from, what they did once they were there, and many other details. Online advertisement also allows full control and analysis since one is able to manage how many times to show up in the search engines, thus make it possible to gain huge returns for the business (Rogers, 2010). Disadvantages One key disadvantage that is associated with online advertisement relates to advertising overload as there is incredible amount of clutter on most web pages. This arises from the fact that ONLINE AND NEWSPRINT ADVERTISEMENT every advertiser tries to draw the attention of web viewers, making readers have access to too much information which they can hardly digest. Under these circumstances, the web viewers normally choose to ignore the advertisements and this will lead to low rates of return. Also, online advertisement is still a new concept for many advertisement agencies, which simply cannot tell just yet which advertising method works best (Rogers, 2010). 28 ONLINE AND NEWSPRINT ADVERTISEMENT 29 CHAPTER 3: METHODOLOGY Introduction In research undertaking, the methodology section is one of the crucial areas to be tackled in a proposal document because it forms the basis of the results of research findings. A research can be faced with big challenges due to wrong choice of method used. To avoid this, good planning of the method is essential and in order to get reliable results. The issue of reliability establishes that a research should have the ability to show consistency in the results even after a study is repeatedly done by different researchers. Reliability in research study can also be enhanced through good structure of the methodology. When the correct data collection methods are used, proportional samples are collected, and the correct method of analysis is used, a research can achieve validity. Since this thesis is inductive in nature, it prompted the application of a qualitative methodology. This means that the views of newspaper publishers and advertisement experts have been given a lot of weight. This was done by administering both physical and online questionnaires as well as conducting in-depth interviews—each lasting nearly 45 minutes. Those interviewed had to be newspaper publishers, advertisement agencies, and general newspaper readers in Malaysia who have been in the sector for the last five years. Moreover, at the time of the interview, they were actively engaged in related media and general businesses. This ensured very rich data was gathered from persons with a wealth of experience. Data Collection Methods The key purpose of data collection was to ensure that a rich set of description was obtained. To achieve this, the interviews were transcribed in real time by the interviewer. The ONLINE AND NEWSPRINT ADVERTISEMENT 30 responses were then reduced and analyzed by adopting principles of data codification and clustering (Miles & Huberman, 1994). This was supplemented by administration of questionnaires as well as comprehensive review of relevant literature. Sources The data gathered for this research is from a wide range of documentary sources relating to newspapers as advertisement medium in general as well as those specifically relating to print newspaper and online newspaper giving special emphasis to The Star Publications. These mainly included policy documents and academic and the non-academic documents. First, journals on newspaper advertisements were searched. Second, electronic databases were searched using key words like ‘newsprint advertisement’, ‘online advertisement’ ‘real The Star newspaper’ and ‘effects of online advertisement on newsprint advertisement. ’ Literature review included both conceptual and empirical works, with about 15 articles reviewed for this study. Interviews The interviews dwelt on the following areas: ? The considerations when choosing advertisement media ? The relationship between newspaper readership and circulation and advertisement impact ? The means of promoting advertisement on both print newspaper and online newspaper so as to enable business reap maximum benefits from these advertisement media ? What the future holds for print newspapers and online newspapers, with emphasis on The Star Daily and The Star Online. ONLINE AND NEWSPRINT ADVERTISEMENT 31 Questionnaires A questionnaire survey of the newspaper publication sector was conducted to understand the aspects of print newspaper and online newspaper advertisements in Malaysia. The survey was explanatory in nature as the objective was to gain insight on the effects of online advertisement on newsprint advertisement. The questionnaire was administered to nearly 100 Malaysia entrepreneurs, 100 Star Publication readers, and over 100 advertisement experts. The set sent to the entrepreneurs and advertisement experts included a cover letter, which explains the purpose and need for the study, the questionnaire document, and a prepaid reply envelope. Letters reminding the respondents of the questionnaires were later sent to those who had not responded within the three weeks duration. Case Study This thesis involves classical use of case studies to gain a deeper insight through the application of a set of ideas. A multiple case study approach helps in developing a theory which is better grounded, more accurate, and more generalized (Eisenhardt & Graebner, 2007). Case studies are introduced to test the possible effects that advertising in online newspapers could have on advertising on print newspapers, and the users’ adoption of one over the other. The use of case study is important in practical testing of theories with practitioners in real life situation. The case study organizations are selected based on the idea of theoretical sampling. This is because when it comes to building a theory, theoretical sampling tends to be preferred as compared to generalized concept found in statistical studies. This means that the cases are chosen for theoretical and not for statistical reasons (Schroeder, Linderman, Liedtke & Choo, 2008). An analysis has been developed on how the use of online advertisement is steadily gaining popularity among entrepreneurs in Malaysia, and particularly the use of The Star Online. ONLINE AND NEWSPRINT ADVERTISEMENT 32 Survey Analysis From the nearly 100 questionnaires that were mailed to entrepreneurs, 85 were returned. This represented an 85% response to the questionnaires. However, those that contained usable data were only 70, thus a satisfactory response rate can be said to have been reasonably attained. From the 100 questionnaires administered to advertisement experts, 80 were duly completed and handed over. From these about 74 contained usable data representing nearly 80% response rate which can be considered satisfactory. Ninety-five out of the 100 readers of both versions of The Star duly responded to the questionnaires and all had useful data. Chart 1 Treatment of Data In research, the data collected need to be synthesized in order to make sense with regard to what is being studied. The data from the questionnaires in this research were analyzed extensively to retrieve the information contained in them (Zikmund, 2003). The triangulation method for data analysis and interpretation was used to interpret the data collected, basing arguments on grounded theory (Dick, 2000; Knafl & Breitmayer, 1991). In addition, the information obtained from the case study were analyzed individually and thereafter, a comparison was made between the different data sources. ONLINE AND NEWSPRINT ADVERTISEMENT 33 Research Limitations The main limitation that may be pointed out in this research is the use of a single case study. However, it is also true that online advertisement is still a recent concept that has not gained much popularity among entrepreneurs. At the same time, the single case approach has weight in the sense that it allows the achievement of a comprehensive analysis. Some of the information have also not been validated through multiple case analyses so as to provide a solid and practical basis for understanding the effects of online advertisement on newsprint advertisement. Rigor, Validity, Reliability, and Ethics The four categories of quality management in research were highly considered. These include validity, reliability, ethics, and rigor (Zikmund, 2003). Reliability of a research is its ability to demonstrate consistency in results; this was achieved through the control of sample by stratifying the population to get a more representative sample. On the other hand, validity is the ability of a scale to measure what it is intended to measure but not going beyond the topic of the study. The triangulation method was used to control this aspect in the thesis. Ethics involves adherence to the norms accepted in gathering of information and this has been ensured by providing secrecy on the information collected from the entrepreneurs. Lastly, the rigor of the research was directed toward efficient sample size in a critical facet in any investigation. The main purpose that a researcher utilizes a sample is to reduce the charges and to collect important data faster (Zikmund, 2003). ONLINE AND NEWSPRINT ADVERTISEMENT Human Rights Protection The people who were interviewed were assured of their confidentiality. In addition, the information gathered ensures the people’s privacy. The entrepreneurs and their businesses will have their rights protected. Research Schedule/Timeline This research took a period of eight weeks. This is considered an ideal timeframe given the busy schedule of some of the subjects who were to be interviewed and have granted appointments at later dates. A detailed summary of the work plan for the research has been tabulated below: Table 1: Work Plan Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Research proposal Preliminary literature review search Literature review and writing Interviews Case study collection Interview editing, coding and interpretation Report interpretation Report writing and presentation 34 ONLINE AND NEWSPRINT ADVERTISEMENT 35 CHAPTER 4: RESULTS Research findings indicate that The Star Online is not yet well explored as regularly as The Star Daily print version. According to the survey, only 41% of the users of The Star Online read it daily, as opposed to the 60% who read The Daily Star daily. Chart 2 Seventy percent read The Star Online edition several times a week, while 80% read The Star Daily several times a week. Only 5% of online users say they never read a print version. Online newspapers are read less frequently and also for shorter periods than printed newspapers. Four out of five users (81%) spend less than an hour reading The Star Online on days when they read it. Only 35% of print readers spend such a short time on it. About one-third of the readers of both The Star Online and The Star Daily were unwilling to pin themselves down to a particular time of day for reading the paper. One in four (25%) said they read The Star Daily between 5 and 9 a. m. The main time for reading The Star Online is around 6 p. m. (38%)—this is the time preferred by users of the online edition, which can be read ONLINE AND NEWSPRINT ADVERTISEMENT 36 on the evening before the printed version appears or which are updated several times in the course of the day. In The Star Online version, the classic sections of the newspaper are the most frequently used. The section Local News is also highly popular. One in three readers of the online version uses the archive frequently (32%) and only about one-third of users did not read the small ads (37%). Items with entertainment value or with feedback possibilities were not very popular. Clear differences emerged between the different kinds of versions, and this only shows that preferences are transferred from the print media to their online equivalents. Proof of this is the strong interest in Local/Regional Affairs of Internet users of local and regional newspapers or the importance attached to up-to-date information on politics and business matters. A number of questions dealt with the comparison of the information content of The Star Online compared with The Star Daily. Compared with the print version, the online newspaper was rated 45% of the respondents as providing more expanse of information, while only 30% voted in favor of the print version on this criterion; 20% rated both versions on this count. The smaller size of The Star Online compared with The Star Daily may be the reason that the print newspaper was rated by considerably more respondents as providing greater scope of information. Chart 3 ONLINE AND NEWSPRINT ADVERTISEMENT 37 Regarding finding information in the paper, the position is more positive for The Star Online: 50% of users stated that they could find their way around just as well as in The Star Daily, while 20% were able to find their way around the online version better. With regard to entertainment value, 40% of users found The Star Online just as good as print version, 35% of users rated print version better and 27% favored online version. What about reader loyalty? About 65% would have chosen The Star Daily and just fewer than 30% would have preferred The Star Online, if only one of the versions had been available. The decision in favor of the print version was based on its portability, while the advantages of the online version were seen as being its accessibility from outside the normal circulation area and the avoidance of unwanted paper. The main advantage, however, in the eyes of the respondents was that online newspapers are normally provided free of charge. It is therefore not surprising that only 35% of users would be prepared to accept a charge. Out of these, 80% stated that they would only be willing to pay for online newspapers if they were cheaper than print newspapers. Only 1% of those users willing to accept a charge could imagine paying more for online newspapers. Apparently, then, users are not willing to pay for the advantages of online newspapers. ONLINE AND NEWSPRINT ADVERTISEMENT 38 CHAPTER 5: DISCUSSION The case study of Star Publications shows that online newspaper users base their activities and/or expectations on the print newspaper and use or design their product accordingly. The online user knows what to expect of a site as the online version retains the name of the printed version, use a similar layout, and similar contents. Moreover, the positive image of a paper can be transferred to the internet. On the other hand, too strong orientation toward the printed original could mean that the possibilities offered by internet technology are not fully exploited—that copy is simply lifted from the printed version. Given such trends toward the future consumption of newspapers, it is clear that online newspapers are steadily taking over the readership of print newspapers. This has the potential of influencing the choices of advertisement media, which entrepreneurs will be making regarding print newspapers or online newspapers. The concern for newspaper publishers would be about the timeframe for which their print newspaper audience would be big enough to justify such huge investment toward publication and distribution of print newspapers. Similar concern would be to entrepreneurs and businesses which still rely heavily on print newspaper for their advertisements. Are they likely to continue using print newspapers for their advertisements or the trend would most likely shift toward online newspapers? The introduction of charges for use seems scarcely possible—at least not as long as the same or similar information is available on the Internet free of charge. The doubts of the advertising industry may evaporate as the Internet becomes increasingly widespread and commonly used (Mutter, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 39 CHAPTER 6: CONCLUSION AND RECOMMENDATIONS Major Conclusions It would be quite wrong and misleading to rule out the future of print newspapers as advertising media just because of the increased use of online advertising. The reality is that paid circulation newspapers like The Star and Sunday Star still remain very popular advertising media for both local and international businesses. Print newspapers are the most aged forms of mass media, and will thus continue to be dominant in this field, recording big volumes of advertising revenue. Multinationals and local convenience store will continue to depend on print newspapers for their advertisements. Print newspapers are found in each and every community worldwide and readers are very fond of them (Brassil, 2010). Both online and newsprint advertisement have their characteristics which show strong and weak points. This explains why despite the perceived decline in readership of print newspapers, a scan through a print newspaper will reveal a number of businesses that continue to place their advertisements on daily basis. The continued presence of advertisements on newsprint clearly indicates that it still works as a very effective advertisement medium. Although printed newspaper no longer enjoys exclusive monopoly as the predominant source of news, it is clear that they still remain a strong factor in their specific sphere of influence, and online advertisement is not about to edge it out (Brassil, 2010) Recommendations 1. Entrepreneurs should highly consider using both print and online newspapers for their advertisements since both have reasonable number of loyal readers. ONLINE AND NEWSPRINT ADVERTISEMENT 2. When placing advertisements on online newspapers, designers should avoid putting a lot of emphasis on feedbacks since readers rarely give them attention. 3. Advertisements on both versions of newspapers should be critically placed on segments that are frequented by readers so as to attract their attention with ease. 4. Links placed on online newspapers should be more easy to use so that readers can easily navigate through the paper. 5. Most advertisements that target younger persons should be preferably placed on online newspapers while those targeting older people should be placed on print versions.

Pride and Prejudice Plot Essay

Elizabeth Bennet receives two proposals; one from Mr Collins and one from Mr Darcy. Mr Collins was a tall and heavy looking man of twenty-five years. Although he was polite and well mannered he was also pompous and had a self-inflated ego. He always made ‘never ending speeches about nothing’ and bored everyone to death. Mr Collins flattered everyone constantly but sometimes inappropriately. ‘He begged to know which of his fair cousins the excellence of it’s cooking was owed.’ -By this, Mrs Bennet was offended and assured him they were in fact able to keep a good cook. This showed his lack of judgement in when to compliment. He was also quite absurd and Mr Bennet’s sarcasm often went completely unnoticed. For example, on page 54, Mr Bennet asked if his flatteries were prepared and Mr Collins admitted that sometimes he would think of them for his amusement! Lady Catherine de Bourgh who was his patroness employed him. He grovelled to her constantly as she paid his way; because of her, he was middle/upper class. He was a clergyman at Hunsford near Rosings, Lady Catherine de Bourgh’s home. When Mr Bennet dies, Mr Collins will inherit Longburn, as Mr Bennet cannot leave the house to his wife; women couldn’t inherit. In Mr Collins’ letter, he proposes to make peace with the family. Mr Darcy on the other hand was very good looking. ‘He soon drew the attention of the room by his fine tall person, handsome features, noble mien†¦Ã¢â‚¬â„¢ He is also described as ‘a fine figure of a man’. But he was soon to be discovered to be ‘proud above his company’. He was clever, but at the same time he was ‘haughty, reserved and fastidious’. He owned Pemberly Estate and got one thousand a year. -He was upper class and he knew it; ‘He had seen a collection of people in whom there was little beauty and no fashion for none of whom he had felt the smallest interest.’ Darcy and Bingley had a good friendship despite many differences. ‘Bingley was sure of being liked wherever he appeared; Darcy was continually giving offence.’ Darcy had no sense of humour and admitted it. He couldn’t see the funny side of life whereas Bingley was light hearted and liked to enjoy everything he did. In the past Wickam and Darcy had a disagreement. Mr Darcy’s father had promised Wickam a place in the church but when he died Darcy refused to help him. Mr Collins first hints on his future plans in his letter to the Bennets when he writes; ‘I cannot be otherwise than concerned at the means of injuring your amiable daughters, and beg leave to apologise for it, as well as to assure you of my readiness to make them every possible amends.’ On the first day of staying at Longburn, he, in a conversation to Mrs Bennet said; ‘I can assure the young ladies that I come prepared to admire them.’ -Here he gave Mrs Bennet a small glimpse of his intentions. Jane Austin then gave it away saying that now having a good house and income; Mr Collins was in want of a wife. He was also pleasing Catherine de Bourgh who thought he should marry. So for the first evening Jane was the settled choice being not only the eldest, but the prettiest -this was, until he was informed by Mrs Bennet that she was soon to be engaged to Bingley (exaggeration). Then at the Netherfield Ball he asked Lizzy to dance several times and she realised she was the chosen one out of the five sisters. Mr Darcy on the other hand was far from admiring Lizzy at first and when Mr Bingley suggested he dance with her at the Meryton Ball he replied that he had not the least intention of dancing. -Bingley was dancing with the only good looking girl in the room. Here he was referring to Jane. He said Lizzy was ‘tolerable, but not handsome enough to tempt me.’ Then at Sir William Lucas’s party, William tried to pair up the two of them and Darcy did not resist, but Lizzy brushed him off with; ‘I have not the least intention of dancing.’ -this was pay back. It was at this party that Darcy realised his true feelings for her. At Netherfield when Jane went to stay, she fell ill and Lizzy being worried came to visit. Here, she noticed that Darcy was constantly watching her. Miss Bingley who secretly liked Darcy, in seeing that he was drawn to Lizzy tried to turn him against her. But all in vain, for whatever she said, he just stuck up for Elizabeth. Miss Bingley, in Mr Darcy’s defending her said; ‘I am afraid Mr Darcy that this adventure has rather affected your admiration for her fine eyes.’ I think when she says this she’s half-teasing and half jealous of him liking her. Before proposing, Mr Collins said to Mrs Bennet, ‘May I hope madam, for your interest with your fair daughter Elizabeth, when I solicit for the honour of a private audience with her in the course of this morning?’ -Here, he was basically asking Mrs Bennet’s permission to propose. He then launched straight into his ‘speech’. Mr Darcy came to visit Lizzy and at first made light conversation, asking about her health. Then there was an awkward silence where he must have been trying to think of how to start before proceeding. -Differences are already showing through. Mr Collins first said he’d chosen Lizzy almost as soon as he’d met her (which was a lie) and went on to specify his reasons for marrying her. He, as a clergyman wanted to set an example to the rest of the parish, he thought it would make his happy and he was following Lady Catherine de Bourgh’s advice. He’d obviously planed out his speech carefully but in his reasons, he had not mentioned that he was in love with her! Darcy on the other hand offered his hand in marriage because he did love her and his opening sentence expressed this clearly; ‘In vain I have struggled. It will not do. My feelings will not be repressed. You must allow me to tell you how I admire and love you.’ Mr Collins also made several insults to Lizzy when proposing to her without even realising it! For instance, he said that if she refuses, she my never get another offer. He also reminds her that if she stays single, all she may ever be entitled to is twenty-five pounds when her mother dies. Darcy put his foot in it too. After saying how much he loved her, he went on to say that it was not his wish to do so with her connections and status; ‘His sense of inferiority -of the family obstacles which judgement had always opposed to inclination.’ When he was turned down he thought she was just offended; ‘Could you expect me to rejoice in the inferiority of your connections? -To congratulate myself on the hope of relations, your connections?’ He also admitted to trying to split up Jane and Darcy and even ‘rejoiced’ in his success of doing so. In response to rejection, Mr Collins thinks Lizzy is playing hard to get and says this is to be expected of a lady. He goes on to say all the good materialistic reasons to marry him forgetting to mention things like love. He acts as if marrying would be a good investment for Lizzy or something. He then assured her that both of her parents approved of the marriage. Mr Darcy in response to rejection is shocked and angry but manages to control himself. He asked why he had been refused and thought she must be offended by what he had said earlier; ‘Could you expect me to rejoice in the inferiority of your connections?’ But after saying these words he accepted her answer. Both proposals were made for very different reasons; Mr Collins obviously proposed for convenience, whereas Mr Darcy was in love. Both men also reacted in different ways when turned down; although Mr Collins couldn’t take the rejection, he was not actually bothered about anything other than having his male pride hurt. -Darcy must have been extremely upset, to him Lizzy was the woman he wanted to spend the rest of his life with but he tried not to show his emotions. They both involved a lot of snobbery in their proposal speeches. They thought that Lizzy would not reject someone of the higher class and she should be grateful that she was chosen out of all the other girls; both reminded her constantly about her status. Mr Collins was more personal mentioning both what would happen when her mother and father died but Lizzy got more angry at Darcy because of things he has said and done in the past. Mr Collins and Mr Darcy both said in much detail all the pros and cons of the marria ge. In conclusion, both proposals have some similarities but they differ in the essential requirement of love.

My Strengths

The only reason why I can say so much about myself is I take in a lot of feedback from people who know me. Although I know that I should be a person with full self-awareness, I take into account how other people see me so I could improve in areas where I could improve (and when I think it is fair and appropriate) and subsequently lead a better life. It is one good sign of openness to the opportunities that the world can offer – the ability to take criticism, move on and know that there is nothing personal about seeking improvement in what you are doing. My friends, classmates and loved ones have always told me that I have the knack for speaking my own thoughts. I am straightforward and I like expressing my thoughts in a direct manner. I think it is a plus, because people do not really want to waste time guessing what you mean. I live to describe things as I see them, and tell things as they are. I have a great sense of humor. I find it easy to make friends laugh during casual conversations. Sense of humor is a great element in interpersonal communication, specifically in the field of marketing and campaigns. Sense of humor is also good for career-driven people who need to talk to countless people to build an excellent business network. I am also a fast, responsive learner. I am smart when it comes to numbers — it is good for business, I know. I studied in reputable schools, and that gives me an edge over people who did not get to study at all. Although my education is not a reason for bragging, it is a reason to be grateful that I know a lot of things that life outside school will not be able to teach me. I have had several part-time and summer jobs, which honed my alertness, level of customer service understanding, and entrepreneurial side. I am fully aware that every job I’ve done in the past is a lot of the reason why I am the confident person that I am today; it will also form part of who I’m going to be tomorrow, or five years down the line. To sum it up, the major details of my past — in school and in my career, ultimately, in life in general — have helped me become this strong and competent person that I am today. My Weaknesses Like most human beings, I have my own set of weaknesses. I am not tolerant of hunger. When I’m hungry, I eat. I eat peanuts or crackers, I just have to shove some edible and nutritious food down my throat and I’ll be fine. But when I’m hungry, really very hungry, I lose concentration, and experience terrible mood swings. This is the reason why I always have chocolate and crackers in my pocket. One of weaknesses, too is not putting down a book when I started reading. I also do not turn off the DVD player once I decide to watch a TV series-in DVD minimovies. On one hand, it is good that I do not stop doing something when there seems to be nothing going on. On the other hand, it is bad because I should be able to stick to schedule and I’ve got to have the courage to turn off the television when I have to, whether I’m being slaved over by my boss. Why an Employer Should Hire Me An employer should hire me because my whole life has been a preparation for a job that would make me extremely competent as an employee. An employer should hire me because I am a very fast learner and I am an excellent team player. At the same time, I am independent. You can leave me here and I’ll be fine. I will ask a few questions but that’s that. I won’t ask for spoon-feeding because I like the idea that I’m leaning in an unsupervised environment. An employer should hire me because I will take care of his business as if it’s my own. (It will spell a lot of difference.) The many mistakes that have occurred in many businesses and contacts before include their team’s unsupportive nature. I am excellent story-teller. I will make a socially-aware potential Mr. Mc Donanld? Â   Â   Â