Interface Design Professional & Scientific Staff Management

Task 1: You are assigned a role to develop a new system based on the project case study. Draw a context diagram and a level-0 DFD for it. Answer1: Introduction The report is describing the Professional and Scientific Staff Management (PSSM) System. Professional and Scientific Staff Management (PSSM) provide temporary staffs to companies for some specific jobs. The report is describing the complete management system of Professional and Scientific Staff Management by using UML diagrams. Context diagram, use case diagram, class diagram, activity diagram and sequence diagram are showing the complete process of Professional and Scientific Staff Management (PSSM) System. The basic flow of the PSSM system is being described by Context diagram while use case diagram is showing the complete behaviour of the Professional and Scientific Staff Management (PSSM) system. The domain class model is showing the objects, classes and attributes which are being used in the Professional and Scientific Staff Management (PSSM) system. Without domain class model; the system will not be developed. Thus every model is necessary to describe and implement a good system. Activity diagram shows the workflow of every process of the entire system graphically while the system sequence diagram shows every aspect like actors, events, their order and complete flow of events of the entire system. Context Diagram and Level 0 Diagram The Context diagram is showing the graphical presentation of the data flow of the entire system. It is the basic unit for any project analysis. It shows the scope and boundary of the entire system. (Modern Analyst Media LLC 2014) Task 2: Draw a use case diagram by using the Level-0 DFD that you provided in Task 1. Note: Your use case diagram directly relates to the information in Level-0 diagram, but it will also relate to the same system presented as in the context diagram Answer2: Use Case Diagram Use Case Diagram is showing the complete behaviour of the Professional and Scientific Staff Management (PSSM) system. The use case diagram shows all the internal and external users of the system. It is showing all the process and all the users of the PSSM system Task 3: Develop a domain model class diagram for the system based on the project case study. Answer3: The domain class model is the conceptual model. The above domain class model is showing the objects, classes and attributes which are being used in the Professional and Scientific Staff Management (PSSM) system. It is describing all constrains in the system for all cases. It is not showing the solution of the problems which will occur in the PSSM system. (Scott W. Ambler, 2014). Task 4: Develop an activity diagram for the scenario Answer 4: Activity Diagram The Activity diagram shows the complete graphical representation of workflow of all the activities in the system. It shows each and every step of the activity and shows all constrains and validations for each activity differently. The above diagram is showing all activities with all possible conditions in the Professional and Scientific Staff Management (PSSM) system. (Microsoft 2015) Task 5: Using the Activity Diagram above, produce a system sequence diagram, i.e. only include two swimlanes one for the actor (PSSM employee) and the other for the entire system as a system class object. Answer 5: System Sequence Diagram The system sequence diagram shows all the actors, events, their order and complete flow of events of the system. It can show the complete flow of the use case of the system. The above diagram is showing all actors, events and their order in the Professional and Scientific Staff Management (PSSM) system. It is showing the objects required in the PSSM system and the events held between them and the order of the events in which it will occur. (Microsoft Corporation 2015) One object is Client Company, one is Contact Manager and another one is PSSM System, is being displayed in the above system sequence diagram. Every flow between these objects is clearly visible in the diagram which is very useful to understand the flow of the system. Conclusion The report of Professional and Scientific Staff Management (PSSM) System is defining the complete understand of the system. It is showing context diagram, use case diagram, class diagram, activity diagram and sequence diagram. Every class, object and attributes which are necessary to implement the system are defined by class diagram and every case which can be occur to implement the best system is defined in the report. The new system has some changes than previous system. In new system, the right to update the database will be given to only one person to escape data mismatch in the system. Thus every person has no right to update database like previous system which was the major reason of degradation of the system but the new proposed system is eliminating this drawback and improving the performance. References [1] Microsoft Corporation, D 2015, Create a UML Sequence Diagram, viewed 9th Jan 2015 [2] Microsoft, D 2015, UML Activity Diagrams: Guidelines, viewed 9th Jan 2015 [3] Modern Analyst Media LLC, D 2014, Interviews Questions for Business Analysts and System Analysts, viewed 9th Jan 2015 [4] uml-diagrams.org, D 2014, UML Use Case Diagrams, viewed 9th Jan 2015 [5] Scott W. Ambler, D 2014, UML2 Class Diagrams: An Agile Introduction, viewed 9th Jan 2015

Timeline for Music Appreciation free essay sample

Genres: Gregorian Chant, Secular music, Church Music Time period: Church was the center of the musical scene at this time period, most music at the beginning was just vocal and sacred because instruments were not allowed in church at this point in time. As time progressed secular music began to pick up because people wanted to be able to have music outside of church and generally wanted something with a strong steady beat that they could dance to. Gregorian Chant was also developed at this time and was the official music of the roman catholic church, music set to sacred Latin texts, and had a very flexible rhythm. Important events: Black death (1347-52), Rome was sacked by vandals, Beowulf was written, and the first crusades. Composer: Hildegard Von Bingen. Song- O Successors (Gregorian Chant) Renaissance (1450-1600) Genres: Choral music, Motet, and the Mass. Time Period: Many more instruments were introduced during this time period and added a new layer to the music of this period instead of being just vocal music or church music. We will write a custom essay sample on Timeline for Music Appreciation or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The rhythm of music in this period flowed gently rather than having a sharply defined beat, the melodic lines had greater rhythm independence, and the melody usually moves along a scale with few large leaps. Important events: This time period is most known as the rebirth of human creativity with the intellectual movement being the focus. The belief that people are capable of creating good and beautiful works also known as humanism, this made it a status symbol to be educated because the more that you know the more money that your family had. Composer: Josquin. Song- Ave Maria (Motif) The Baroque Period (1600-1750) Genres: Opera, Orchestra, the Fugue Time period: At this time in history people were living very flamboyant life styles and that really showed in the complexity of the music along with the  decorations and stage work. As for the music it had one mood throughout the entire piece the rhythm patterns are repeated throughout the song, the opening melody will also be heard again and again throughout the song, and the volumes are consistent with sharp changes. Important event: This was a very important time for science and people like Galileo made it so people would no longer just accept what people told them but they would begin to conduct experiments to prove things. Composer: George Frideric Handel. Song- Messiah (Oratorio)

How to Turn Points Into Essays

How to Turn Points Into EssaysOne of the ways to turn a point you are making into an argumentative essay is to start by writing a short story. You can either begin a novel or begin a short story by starting with an idea in mind.If you are only going to be using your story as an outline, you can start with a short story and work your way through it, beginning with the first chapter. You will see that it is easier to develop ideas into a story if you go from A to B.If you are going to write the entire story yourself, start with a very short story and look for opportunities where you can use the format of the short story as a guide to how to use the actual story. After you finish the first chapter, look for places where you can insert the structure of the story into the structure of the essay. This is how to make your argumentative essay topics over novels an argumentative essay topic.Also, if you do not have a problem with jumping around between topics and returning to old topics' time again, you can use your writer's instinct to move back and forth between topics. Try using the same word or phrase to describe two things that are similar, such as 'agreed'advised.' This may not work well in a novel, but when you use this method in essay form, you are building your argument by using words that readers will recognize.You also want to avoid repeating structure or information. You might have to rewrite a lot of your essay to get rid of redundancies. This will be different in every style.Another good way to turn a point into an argument is to use a graphic image that brings together the arguments in your essay. Use your imagination, and try to make the image stand for what the essay is about, rather than what you are trying to prove.Your thesis statement will be important to make sure that your essay includes all the ideas in the argument. Once you know what your thesis statement is, and how you will justify the ideas, you can actually use your argumentative essay topi cs over novels as an argumentative essay topic. Your thesis statement is your guiding light in this essay.There are many other ways to turn a point into an argument, but the process of turning points into essays is one that you can build on as you learn more about the writing process. Whether you want to use arguments in novels or essays, you can make your point stronger with strong argumentative essays that use the persuasive power of the written word.

Avian Influenza Essay Example

Avian Influenza Essay Example Avian Influenza Paper Avian Influenza Paper Essay Topic: The Wild Duck Avian Influenza Introduction Bird flu in most cases begins with discomfort of lower respiratory ways and in unusual casesfrom upper respiratory air-ways. Elevated viral titer is isolated from pharynx but not from nose. Initial symptoms of the H5N1 influenza are: high grade fever, mild cold, cough and shortness of breath. Practically all patients develop viral pneumonia complicating to secondary bacterial infection, mild to severe respiratory distress, diarrhea, vomiting and abdominal pain. Conjunctivitis is entity. Sometimes gastrointestinal disorder develops earlier than respiratory symptoms. Avian influenza viruses are shed in respiratory secretions and feces of birds. Infected ducks, for example, shed virus for at least 30 days. Influenza virus from the feces of waterfowl can be recovered from surface water. Avian species develop infection that ranges from asymptomatic to lethal. Avian influenza has caused major outbreaks in poultry farms.   Influenza virus can undergo genetic mutations in hemagglutinin or neuraminidase (antigens on the surface of the virus) that can lead to epidemics. Much less commonly, a completely new hemagglutinin or neuraminidase emerges- with the new genetic material coming from animals. This genetic shift typically leads to pandemics. Early chronology: 1929 Last evidence (serologic) of circulation in humans of a swine-like influenza virus 1930 Isolation of an influenza virus from swine 1933 First isolation of an influenza virus from humans Until 1995, only three of the 15 influenza hemagglutinins that had been identified were known to cause infections in humans. Birds have all 15 identified hemagglutinins and nine neuraminidases. New influenza viruses often emerge from southern China, a region characterized by a large, densely settled human population and abundant pigs and ducks living in close proximity to humans. Until events in Hong Kong in 1997, scientists thought that avian influenza posed no direct threat to humans. In 1997, after causing influenza outbreaks on chicken farms, avian influenza (H5N1) spread to humans (Claas et al. 1998). Eighteen human cases were confirmed, six of them fatal. Infection was concentrated in children and young adults, unlike the pattern in most outbreaks where morbidity and death are most common in older adults. The virus recovered from humans was identical to that found in birds (Subbarao et al. 1998). Epidemiological studies suggested that there had been multiple independent introductions of the influenza virus into the human population from birds, but that very limited person-to-person spread occurred. At the time of the human cases, there were estimated to be 300–600 live bird markets in Hong Kong, where mixing of different avian species (ducks, chickens, pheasants, pigeons, wild birds) was possible. When the Hong Kong live bird markets were studied , 10% or more of birds were found to be shedding H5N1, in multiple avian species (geese, chickens, ducks). The birds (more than one million) were killed, and no additional human cases of H5N1 have been documented. In 1999, human infection with H9N2, another avian influenza strain widespread in Asia, was also documented for the first time in humans, at a time of enhanced surveillance (Peiris et al. 1999). The events in Hong Kong have led to heightened global surveillance for influenza in humans and animals. There was reason to be concerned about the events in Hong Kong, a densely populated city with extensive links to the rest of the world. In 1993, there were an estimated 41.4 million passenger movements (boat, train, car, airplane) and from Hong Kong. The influenza viruses that afflict humans are divided into three types: A, B, and C. Influenza A is responsible for the epidemics and infects not only man but also pigs, horses, seals, and a large variety of birds. Indeed, influenza A has been isolated worldwide from both domestic and wild birds, primarily waterbirds including ducks, geese, terns, and gulls and domesticated birds such as turkeys, chickens, quail, pheasants, geese, and ducks. Studies of wild ducks in Canada from 1975 to 1994 indicated that up to 20 percent of the juveniles were infected, and fecal samples from their lakeshore habitats contained the virus. These birds usually shed the virus from five to seven days (with a maximum of thirty days) after becoming infected even though they show no sign of the disease. Obviously, this virus and its hosts have adapted mutually over many centuries and created a reservoir that ensures perpetuation of the virus. Duck virus has been implicated in outbreaks of influenza in animal s such as seals, whales, pigs, horses, and turkeys. Extensive analysis of the viruss genetic structure, or nucleic acid sequences, supports the hypotheses that mammalian influenza viruses, including those infecting man, may well originate in aquatic birds. (Suarez DL, Spackman E, Senne DA, 2003) Subtypes of influenza A, the various strains of these avian viruses can be classified as either highly pathogenic or as of low pathogenicity, based on their genetic features and the severity of illness they cause in birds. There are currently 27 potential forms of the three subtypes of avian influenza viruses differentiated by variations in the neuraminidase surface antigen. Thus, H5, H7, and H9 avian influenza viruses, so named for their hemagglutinin surface antigen, can each be matched with nine possible neuraminidase surface antigens, N1, N2, N3, etc. Thus, there could be H5N1 through H5N9, H7N1 through H7N9, and H9N1 through H9N9 strains. H9 viruses appear to be of low pathogenicity, while H5 and H7 viruses can be highly pathogenic for birds. However, low pathogenic forms of these viruses seem to be the cause of most outbreaks among poultry causing only mild or imperceptible illness and low mortality rates. Nonetheless, both H5 and H7 can develop high levels of pathogenicity in which case mortality rates in poultry flocks can reach 100%. The natural history of avian influenza viruses is characterized by spread through infected nasal, respiratory and fecal material, and a reservoir state in healthy birds. (Pascal James Imperato, 2005) www.springerlink.com/index/H6427776HH34G857.pdf Pathogenesis The pathogenesis of avian influenza A (H5N1) virus in humans has not been clearly explained. Apoptosis might also play a vital part. Apoptosis has been observed in alveolar epithelial cells, which is the major target cell type for the viral replication. Many apoptotic leukocytes were observed in the lungs of patients who died on day 6 of illness. Apoptosis may play a major role in the pathogenesis of influenza (H5N1) virus in humans by destroying alveolar epithelial cells. This pathogenesis causes pneumonia and destroys leukocytes, leading to leucopenia, which is an outstanding clinical feature of influenza (H5N1) virus in humans. Whether observed apoptotic cells were a directly related to viral replication or outcome of an over activation of the immune system needs further studies. (Uiprasertkul M, 2007) www.cdc.gov/EID/content/13/5/708.htm Infected birds were the major source of the H5N1 influenza virus among humans in Asia. Mainly humans became infected by eating infected birds, by poor hygiene procedures when cooking infected birds, or by close contact with infected poultry. (Reina J, 2002). Certain birds, particularly water birds, act as hosts for influenza viruses by carrying the virus in their intestines and shedding it. Infected birds shed virus in saliva, nasal secretions, and feces. Susceptible birds can become infected with avian influenza virus when they have contact with contaminated nasal, respiratory, or fecal material from infected birds. Fecal-to-oral transmission is the most common mode of spread among birds. Most often, the wild birds that are the hosts for the virus do not get sick, but they can spread influenza to other birds. (CDC, 2006) www.cdc.gov/flu/avian/gen-info/spread.htm At present spread of the H5N1 influenza from human to human by air born route has not been registered, but enduring monitoring for identification mutation and adaptation of H5N1 influenza virus to human is needed. Most studies performed in avian viral strains elucidates that virulence is a polygenic phenomenon. However, hemagglutinin and neuraminidase and the genes codifying these substances (genes 4 and 6) play a vital role in viral pathogenesis. (Gu J, Xie Z, Gao Z, Liu J, Korteweg C, Ye J, Lau LT, Lu J, Gao Z, Zhang B, McNutt MA, Lu M, Anderson VM, Gong E, Yu AC, Lipkin WI, 2007). Avian strains can be classified as virulent or avirulent according to the capability of hemagglutinin to be triggered by endoproteases of the respiratory tract merely or by proteases from other tissues. This ability is based on the ever going mutations that lead to the substitution of the normal amino acids at the point of hemagglutinin hydrolysis by the other basic amino acids that determine the amplifi cation of the spectrum of hydrolysis and activation. Neuraminidase contributes in the acquisition of virulence through its ability to attach to plasminogen and by escalating the concentration of activating proteases. Adaptation to the host, by recognition of the cell receptor, is an additional factor determining the virulence and interspecies spread of avian strains. (Reina J, 2002) Transmission to mammals Influenza A viruses from aquatic birds grow poorly in human cells, and vice versa. However, both avian and human influenza viruses can replicate in pigs. We have known that pigs are susceptible to influenza viruses that infect man ever since the veterinarian J. S. Koen first observed pigs with influenza symptoms closely resembling those of humans. Retrospective tests of human blood indicate that the swine virus isolated by Shope in 1928 was similar to the human virus and likely responsible for the human epidemic. Swine influenza still persists year-round and is the cause of most respiratory diseases in pigs. Interestingly, in 1976, swine influenza virus isolated from military recruits at Fort Dix was indistinguishable from virus isolates obtained from a man and a pig on a farm in Wisconsin. The examiners concluded that animals, especially aquatic birds and pigs, can be reservoirs of influenza virus. When such viruses or their components mix with human influenza virus, dramatic geneti c shifts can follow, creating the potential of a new epidemic for humans. The influenza virus continually evolves by antigenic shift and drift. Early studies in this area by Robert Webster and Graeme Laver established the importance of monitoring influenza strains in order to predict future epidemics. Antigenic shifts are major changes in the structure of the influenza virus that determines its effect on immune responses. Of the viral proteins, the hemagglutinin (H), a major glycoprotein of the virus, plays a central role in infection, because breakdown of hemagglutinin into two smaller units is required for virus infectivity. (Suarez DL, Spackman E, Senne DA, 2003). Shifts in the composition of the hemagglutinin (H) or neuraminidase (N), another glycoprotein, of influenza virus were observed in the 1933, 1957, 1968, and 1977 epidemics: 1933: H1N1 1957: H2N2 (Asian flu) 1968: H3N2 (Hong Kong flu) 1977: reappearance of H1N1, called the Russian flu The reappearance in 1977 of the Russian flu, a virus first isolated in 1933, raises the uneasy possibility that a return of the 1918-19 influenza epidemics with its devastation of human life is possible and perhaps likely. In March of 1997, part of influenza virus nucleic acid was isolated from a formalin-fixed lung tissue sample of a twenty-one-year-old Army private that died during the 1918-19 Spanish influenza pandemic. Since the first influenza viruses were not isolated until the 1930s, characterization of the 1918-19 strain relied on molecular definition of the viruss RNA. Chemical evidence indicated a novel H1N1 sequence of a viral strain that differed from all other subsequently characterized influenza strains and that the 1918 HA human sequence correlated best with swine influenza strains. Once the entire sequence is on hand, a virulent marker for the influenza virus associated with killing over 675,000 Americans from 1918 to 1919 may be uncovered and a vaccine planned that might abort the return of this virus form of influenza.   When such antigenic shifts occur, the appearance of disease is predictable. Therefore, surveillance centers have been established all over the world where isolates of influenza are obtained and studied for alterations, primarily in the hemagglutinin. According to the evidence from these centers, isolates identified in late spring are excellent indicators of potential epidemics in the following winter. Both avian and human influenza viruses can replicate in pigs, and genetic reassortants or combinations between them can be demonstrated experimentally. A likely scenario for such an antigenic shift in nature occurs when the prevailing human strain of influenza A virus and an avian influenza virus concurrently infect a pig, which serves as a mixing vessel. Reassortants containing genes derived mainly from the human virus but with a hemagglutinin and polymerase gene from the avian source are able to infect humans and initiate a new pandemic. In rural Southeast Asia, the most densely populated area of the world; hundreds of millions of people live and work in close contact with domesticated pigs and ducks. This is the likely reason for influenza pandemics in China. Epidemics other than the 1918-19 catastrophes have generally killed 50,000 or fewer individuals, although within a year over one million people had been infected with these new strains. Conclusion Three major hypotheses have been put forth to explain antigenic shifts. First, as described above, a new virus can come from a reassortant in which an avian influenza virus gene substitutes for one of the human influenza virus genes. The genome of human influenza group A contains eight RNA segments, and current wisdom is that the circulating influenza hemagglutinin in humans has been replaced with an avian hemagglutinin. A second explanation for antigenic shifts that yield new epidemic viruses is that strains from other mammals or birds become infectious for humans. Some believe that this is the cause of the Spanish influenza virus epidemic in 1918-19, with the transmission of swine influenza virus to humans. A third possibility is that newly emerging viruses have actually remained hidden and unchanged somewhere but suddenly come forth to cause an epidemic, as the Russian H1N1 virus once did. H1N1 first was isolated in 1933, then disappeared when replaced by the Asian H2N2 in 1957. H owever, twenty years later the virus reappeared in a strain isolated in northern China and subsequently spread to the rest of the world. This virus was identical in all its genes to one that caused human influenza epidemics in the 1950s. (Gu J, Xie Z, Gao Z, Liu J, Korteweg C, Ye J, Lau LT, Lu J, Gao Z, Zhang B, McNutt MA, Lu M, Anderson VM, Gong E, Yu AC, Lipkin WI, 2007) Where the virus was for twenty years is not known. Could it have been inactivated in a frozen state, preserved in an animal reservoir, or obscured in some other way? If this is so, will the Spanish influenza virus also return, and what will be the consequences for the human population? In addition to antigenic shift, which signifies major changes in existing viruses, antigenic drift permits slight alterations in viral structure. These follow pinpoint changes (mutations) in amino acids in various antigen domains that relate to immune pressure, leading to selection. For example, the hemagglutinin molecule gradually changes while undergoing antigenic drift. Such mutations allow the virus to escape from attack by antibodies generated during a previous bout of infection. Because these antibodies would ordinarily protect the host by removing the virus, this escape permits the related infection to remain in the population. With these difficulties of antigenic shift and, drift and animal reservoirs, it is not surprising that making an influenza vaccine as effective as those for smallpox, pohovirus, yellow fever, or measles is difficult to achieve. Another complication is that immunity to influenza virus is incomplete; that is, even in the presence of an immune response, influenza can still occur. Nevertheless, the challenge of developing vaccines based on surveillance studies has been met. A chemically treated, formalin-inactivated virus has been formulated in a vaccine that is 30 to 70 percent effective in increasing resistance to influenza virus. The vaccine decreases the frequency of influenza attacks or, at least, the severity of disease in most recipients, although protection is not absolute. In addition, the secondary bacterial infections that may accompany influenza are today treatable with potent antibacterial drugs previously unavailable. Nonetheless, of the plagues that visit humans, influenza is among those that require constant surveillance, because we can be certain that some form of influenza will continue to return. References: CDC. Spread of Avian Influenza Viruses among Birds; Journal of Environmental Health, Vol. 68, 2006.www.cdc.gov/flu/avian/gen-info/spread.htm Claas, E. C. J., A. D. M. E. Osterhaus, R. van Beek, J. C. De Jong, G. F. Rimmelzwaan, D. A. Senne, S. Krauss, K. F. Shortridge, and R. G. Webster. 1998. Human influenza A H5N1 virus related to a highly pathogenic avian influenza virus. Lancet 351:472–477. Gu J, Xie Z, Gao Z, Liu J, Korteweg C, Ye J, Lau LT, Lu J, Gao Z, Zhang B, McNutt MA, Lu M, Anderson VM, Gong E, Yu AC, Lipkin WI. H5N1 infection of the respiratory tract and beyond: a molecular pathology study; Lancet Sep 29; 370(9593):1106-8, 2007 Pascal James Imperato. The Growing Challenge of Avian Influenza; Journal of Community Health, Vol. 30, 2005. www.springerlink.com/index/H6427776HH34G857.pdf Peiris, M., K. Y. Yuen, C. W. Leung, K. H. Chan, P. L. S. Ip, R. W. M. Lai, W. K. Orr, and K. F. Shortridge. 1999. Human infection with influenza H9N2. Lancet 354:916–917. Reina J. Factors affecting the virulence and pathogenicity of avian and human viral strains (influenza virus type A)] Enferm Infecc Microbiol Clin; 20(7):346-53 (ISSN: 0213-005X) Hospital Universitario Son Dureta, Palma de Mallorca, Espaà ±a, 2002 direct.bl.uk/research/48/44/RN119578176.html Suarez DL, Spackman E, Senne DA. Update on molecular epidemiology of H1, H5, and H7 influenza virus infections in poultry in North America; Avian Dis. 2003; 47(3 Suppl): 888-97 ncbi.nlm.nih.gov/sites/entrez Subbarao, K., A. Klimov, J. Katz, H. Renery, W. Lim, H. Hall, M. Perdue, D. Swayne, C. Bender, J. Huang, M. Hemphill, T. Rowe, M. Shaw, X. Xu, K. Fukuda, and N. Cox. 1998. Characterization of an avian influenza A (H5N1) virus isolated from a child with a fatal respiratory illness. Science 279:393–396. Uiprasertkul M. Apoptosis and Pathogenesis of Avian Influenza A (H5N1) Virus in Humans Emerg Infect Dis; 13(5):708-12 (ISSN: 1080-6040) Mahidol University, Bangkok, Thailand.2007 www.cdc.gov/EID/content/13/5/708.htm

An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Essays

An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Essays An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Paper An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Paper An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove Introduction The pace of change in the marketing communications industry has accelerated with the advent of the Internet and new media technologies. New technologies create new ways for marketers to reach consumers and are having an impact on the more traditional media, in terms of greater fragmentation of these media (Belch Belch). For the purpose of this report, the official website of Dove will be critically evaluated. With effective use of the response hierarchy models, an analysis will be conducted on how Dove is exploiting the Web for influencing consumers. The Role of Integrated Marketing Communications (IMC) â€Å"Marketing communications is a management process through which an organisation engages with its various audiences. Through understanding an audience’s communications environment, organisations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, audiences are encouraged to offer attitudinal and behavioural responses† (Fill 2005, pp. 7). It was during the 1980s that firms started moving towards IMC, which essentially acknowledges the added value of a comprehensive plan that strategically evaluates the roles of a variety of communications tools and effectively combines these tools to provide maximum impact of communications (Belch Belch, 2004). Traditionally there are five principal marketing communications tools which include advertising, sales promotion, personal selling, public relation and direct marketing. Purpose of the website The website of a company can be considered as a promotional event on its own. The web is a place for individuals to communicate with others, organisations and individual alike (Rowley, 2004). The primary purpose behind the Dove website is to act as a rich information source targeted at the consumer; essentially females of all age groups. Such websites are generally referred to as non-transactional brochure websites. The website aims to provide information about the Dove brand, Dove products, Real Beauty philosophy and tools to attract users and enabling them to interact with the company. Although Dove does not sell directly to the consumer, unlike Body Shop, the website is very customer-centric due to the nature of the creative communications strategy – ‘Real Beauty’. Communications Objectives The communication objectives can vary from creating and increasing brand awareness to changing perceptions about the philosophy of the company that would ultimately affect behaviour. Possible communications objectives may include education and information, branding and image building, affecting attitudes, and loyalty and reminding (Christopher et al, 1995). In the case of Dove, the umbrella communication objective is to provide information to effectively change the target consumer’s knowledge, perceptions and attitudes towards the brand, which would eventually change behaviour. The content of the website is focused on the objective of branding, via brand building activities with the use of the marketing communications tools. The communication objectives also include dissemination of information about new and existing products, and about the Real Beauty campaign and the various activities and promotions that are linked with it, which are strongly aimed on changing mindsets of the target audience. Also included in the objectives is creating relationships (Rowley, 2004) and attaining customer loyalty, through direct interaction with customers and finding ways of making the brand more meaningful to them. Evaluation of the Response Hierarchy Models Belch Belch (2004) believe that perhaps the most important aspect of developing successful marketing communications programmes involves a comprehension of the response process the receiver may go through and how the promotional efforts of the marketer influence responses of the target consumers. The three renowned models of the response process include the AIDA model (Christopher et al, 1995; Fill, 2005; Belch Belch, 2004), hierarchy of effects model and the information-processing model (Fill, 2005; Belch Belch, 2004; Huizingh et al, 2003). The stages in all three models are represented by the cognitive, affective and behavioural stage. The hierarchy of effects model is based on the assumption that a consumer passes through a sequence of steps, which include awareness, knowledge, liking, preference, conviction and purchase. While most of the steps in the information-processing model are similar to those of the hierarchy of effects model, a new step introduced is that of retention, which pertains to a customer retaining relevant information. The hierarchy of effects model is known to be effective in advertising (Belch Belch, 2004; Fill, 2005) and Huizingh et al (2003) has proven through experiments, the effectiveness of the model to websites as a marketing tool. Linking Marketing Communications Tools to Response Stages An analysis is undertaken below to identify the tools that appear to be the most effective at each stage of response. Advertising The core theme of the website is to inform the target audience about Dove’s philosophy of beauty, which is that, â€Å"beauty comes in different shapes, sizes and colours†. The philosophy is aimed at touching a nerve of females of all age groups and is in stark contrast with the popular culture which bombards us with unrealistic images of physical perfection (www. unilever. com). The brand pyramid exhibited below shows what Dove, as a brand, stands for at a glance. The website contains a section dedicated to Real Beauty which contains TV ads, inspirational articles, health and beauty articles, campaign promotions, awards, Ask the Expert feature and interactive beauty tools. There has been an argument over the effectiveness of ESPs (Emotional Selling Points) versus USPs (Unique Selling Points), wherein the former focuses on brand values based on emotion and imagery and the latter on a more functional, rational approach (Fill, 2005). Dove’s campaign clearly highlights the ESPs, as they stir a chord in the women’s heart, therefore creating both cognitive and affective responses. A slight area of concern about the Real Beauty Campaign is that while Ad Age (Neff, 2004) might consider the campaign as a step forward, with Dove’s sales increasing over the years, it is still to be seen how the campaign will be received over the long-term. Dove was initially launched with a unique functional benefit strengthened by support from dermatologists and formed a strong emotional link through its one-fourth moisturising cream. That struck a chord with women who liked Doves qualities of simplicity, gentleness and truthfulness, thereby creating a strong bond of trust. The Real Beauty campaign focuses on an important issue that women are facing worldwide but it may well be seen slightly disconnected with the brand’s history and prior positioning. Sales Promotion The sales promotions offered at the website include giving out free samples of Calming Night, Ultimate Clean, Good Stuff shampoo and Real Beauty T-shirts (on ? 15 purchases). All the free sampling is done for new products which are launched within their own interactive sections on the website. These sections assume the role of interactive advertisements on the net. The tool of sales promotion is therefore effectively being used on the website to induce trial of new products and can lead to covering all the stages in the hierarchy of effects model, starting from brand awareness (cognitive stage) to leading them to the behavioural stage (ordering free samples or purchasing Dove products worth ? 15). Direct Marketing The browser is enticed to join â€Å"YourDove† and register for Dove Dimension e-newsletter or magazine. â€Å"YourDove† entitles the user to previews of special offers and product innovations, articles from â€Å"Opera. om†, access to beauty editors and expert’s advice and provides tips to create their own personalised beauty care routines. Toll free contact numbers are available on the website for customer support and emergency calls. The website provides a link to enable the browser to give feedback to Dove and â€Å"Add Your Details† option. The direct marketing on the Dove website influence the browser at the cognitive and affective stages in the model. Public Relations One of the most crucial aspects in the success of the Real Beauty campaign has been the effective use of PR to affect the consumers at the cognitive and then the affective stage. The â€Å"Dove in the News† section contains a number of press releases that were published in various newspapers and magazines. The Power of Word of Mouth (WoM) All product detail pages have a link to enable the browser to send the page to a friend by email. A link for the campaign for Real Beauty website (www. campaignforrealbeauty. com) is available in the Real Beauty section, which takes the browser into a detailed version of the activities related to the campaign (advertisements, surveys, Self Esteem Fund, voting by browsers on their notions of their beauty, message board for females etc. . This provides the browsers with an online platform to engage in meaningful dialogues about the campaign by sharing their views and experiences, which results in an overwhelming experience for the browsers. This takes the concept of the effectiveness and power of WoM to a new level, thereby affecting the browser at a cognitive level and possibly at the affective level in case of the onl ine forum, if he/she happens to read some really heart-warming experiences. Other important elements of the website There is consistency and clarity in the flow of the website and the use of brand colours, language and design aspects give a very welcoming feel to the browser. One aspect of peculiar interest in the website is the â€Å"We’re listening† section wherein the browser can find the FAQ, store locator and contact us sections. The FAQ section contains information on Dove’s promotions and offers, the availability of coupons in newspapers and magazines and the plans of making these coupons available to Dove subscribers. If a consumer has to track an order that he places, the only way is via emailing Dove, as they do not email the consumers about how the item is being tracked, which is a weakness of the website. It is intriguing to note that information about product ingredients, product lifetime and information about some of the brand values is in the FAQ section. Facts like Dove is committed with a limited number of organisations in donating products for charity, the company’s ethical stance on animal testing and its stance on recycling and environment are only available in the FAQ section. Other information about Dove’s beauty philosophy including the Self Esteem Fund etc. is also found in the FAQ section. The problem here is that vital information about the brand is lying in a section, which is quite invisible to the browser. Notably this information can play a key role at the cognitive stage. Conclusion Recommendations It has been noted that the Internet is having a huge impact on the marketing communications programmes of companies. The hierarchy of effects model was used to analyse how Dove is exploiting the Web for influencing consumers. In this analysis of the website, it is concluded that the marketing communications tools of advertising, sales promotion public relations, direct marketing and word of mouth have been effectively used to influence the browser at the cognitive and affective stages of response. It is seen that the tools can influence the browser at more than one stage at a particular time. It appears that the tools of advertising, direct marketing, public relations and word of mouth, in case of Dove’s website, influence the browser at the cognitive and affective levels. Sales promotion, however, seemingly has an influence on the cognitive, affective and behavioural stages of response. The website overall is quite focused on the creative communication platform of Real beauty, which is integrated into many features of the website, which influences the browser strongly at the affective stage. The weaknesses of the website include the lack of visibility of brand values to the browser, so it is recommended that a separate section for brand values should be created. Also, some of the aspects of the website are not integrated well, especially those pertaining to sales promotions, for which the browser has to visit another linked website. If these features were better integrated into the website, it would create a more synergising and integrated experience for the browser. Lastly, while the Real Beauty campaign, which is at the heart of Dove’s marketing communications strategy, is creating waves in the media presently, not much can be said about the future of the campaign as it deviates ever so slightly from the previous positioning of the brand. Never the less, Dove appears to be a very caring and supportive brand. The website achieves the communications objectives satisfactorily and can therefore be deemed as successful. It influences the browser more at the cognitive and affective stages of response and lesser at the behavioural stage, which is acceptable due to the non-transactional nature of the website. Appendix Screenshot 1 Screenshot 2 Screenshot 3 Screenshot 4 Screenshot 5 Screenshot 6 Screenshot 7 List of References Kotler, P. (2003), Marketing Management, 11th ed. , Pearson Education, Inc. Baker, J. M. (1996), Marketing: A introductory text, 6th ed. , MacMillan Books, pp. 50-66, 342-412. Belch, E. G. Belch, A. M. (2004), Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th ed. , McGraw-Hill. Berger, E. I. , Cunningham H. P. Kozinets, V. R. (1999), Consumer persuasion through Cause-Related Advertising, Advances in Consumer Research, Volume 26, pp. 491-497. Berthon, P. , Pitt, L. 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