Intelligence Is An Important Factor - 2095 Words

Intelligence can determines what classes you take, what jobs you get, your level of education, your type of lifestyle, your future and etc.†¦ Intelligence is an important factor in our lives but what exactly is it? Intelligence has many different meanings due to different investigators having numerous definitions of it. For example, in a 1921 conference, American psychologists Lewis M. Terman and Edward L. Thorndike contrasted over the definition of intelligence, Terman believed that intelligence was the ability to think abstractly while Thorndike alleged that intelligence was learning and the ability to give good responses to questions (Sternberg, 2014). Overtime, psychologists have been able to come up with a general meaning, which is†¦show more content†¦These dispute first initiated in 1865 with an English scientist, Francis Galton who began studying the correlation on hereditary and success (Behavioral Neuroscience Web Ring Macalester College). Convinced, based o n his evidence, that success and other abilities were mostly based on hereditary factors, he deduced that â€Å"intelligence must be bred and not trained† (Wilderdom, 2005). He then opposed those who believed in the environmental effects on intelligence (Behavioral Neuroscience Web Ring Macalester College). For centuries, this debate had no clear conclusion but many theories and hypothesis. Although both the nature and nurture side has find great amount of evidence, it is still undecided which side has more effects in one’s intelligence. First, the theory about how genes can affect your intelligence can be tested thanks to the birth of monozygotic or identical twins born from the same cell (Behavioral neuroscience Web Ring Macalester College). Because children share 50% of their genes with each of their parents, this then becomes an interesting area of research because they could compare monozygotic twins who share 100 percent of their genes. This is good because they both obtained 50% of their parents genes plus they are identical twins so this gives a great window to research. In

Personal Identity, By John Locke - 1169 Words

There are many questions surrounding personal identity: whether it consists in consciousness, whether we are just a soul or a mind and are we only who we can remember being? Locke claims that our personal identity is found in our identity of consciousness, yet can this be true if a person can change bodies, or one mind can be inhabited by various persons? In this essay, I will first be looking at Locke’s account of personal identity and how he comes to the conclusion that personal identity consists over time. From this, I will then counter-argue Locke’s ideas with Thomas Reid’s discussion on the transitivity of identity, and how Locke’s argument of how consciousness makes the same person over time is inconsistent. In response to Reid’s†¦show more content†¦Locke does note that consciousness can be lost in forgetfulness and that in this case, it is unjust to hold one accountable in the present for an action done in the past where consciousne ss was and still is unavailable. This is because reward and punishment are not attached to the man, but to the person. An understanding of the foul-fold distinction helps us to understand this idea further. The four parts to this are: the material substance (the body), the living human being (the man), the thinking substance (the soul) and the person. If consciousness is lost, then the thinking substance (the soul) remains the same, but the person is different. Consciousness is the criteria for personal identity as it is this that extends to past or future actions, ensuring the same personal self and providing the identity. Thomas Reid’s Response Reid argued that Locke was mistaken and that his ideas led to a contradiction. Locke’s theory states that for someone to be the same person over time, they must possess consciousness; the person remembering and the one remembered are one and the same person. This idea can be laid out in the format: A=B, B=C, therefore A=C by logic. However, A equalling C may not in fact occur. This can be represented in the followingShow MoreRelatedJohn Locke And Personal Identity1224 Words   |  5 PagesJohn Locke states that personal identity is a matter of physiological continuity that is based on the consciousness of a person rather than the individual’s body. Personal identity is constituted by memory connections; specifically the depiction of autobiographical memory connections that result in constituting personal identity. John Locke states that a person’s personality and psychology can be transferred to another body and that individual can still stay the same person bec ause the consciousnessRead MoreJohn Locke on Personal Identity906 Words   |  4 Pagesbetween them. What is it for A and B to be the same person. That is the issue of person identity. For example what is it for me to be the same person now and when I was a baby. Is that justified to be the same person? Why? How? Locke more or less invented this topic. He came up with a idea that was really impressively sophisticated, given that he started from scratch. He took the view that appropriate criteria of identity, that is what it is that constitute sameness over time, depends on the kind of thingRead MoreJohn Locke on Personal Identity950 Words   |  4 Pagesthat Locke believed that if you remain the same person, there are various entities contained in my body and soul composite that do not remain the same over time, or that we can conceive them changing. These entities are matter, organism (human), person (rational consciousness and memory), and the soul (immaterial thinking substance ). This is a intuitive interpretation that creates many questions and problems. I will evaluate Lockes view by explaining what is and what forms personal identity, andRead MoreReflection Of Identity In Locke And John Lockes Personal Identity954 Words   |  4 PagesJohn Locke in â€Å"Personal Identity† argues that, identity is a function of the mind and not the body. In simple terms, Locke considers personal identity as a matter of psychological continuity, founded on consciousness and not on the substance of either the soul or the body. Locke, is an empiricism which means that his theories must be built on experiences. This is why he states that consciousness is the experience we create, which then creates the personal identity of a person. Locke says that theRead MoreLocke And John Lockes Theory On Personal Identity860 Words   |  4 Pages Personal Identity or ‘Self’ has been a very important topic for philosophers for many years. Personal identity is how you describe or think of being which is derived from memories that have taken place over the years. John Locke was a philosopher who believed that your ‘Self’ or personal identity come from memory which is also referred to as consciousness in Locke’s writings. Locke believed that you are who you are, because your thoughts are yours alone no matter the vessel. However, in this paperRead MoreJohn Locke s Argument For Personal Identity Essay1547 Words   |  7 Pagespurpose of this essay is to define what Personal Identity is by analyzing John Locke’s argument for Personal Identity. John Locke’s argument for Personal Identity will be examined, in order to establish a better understanding of whether or not the argument for personal identity could be embraced. In order to do so, the essay will i) State and explain Lockeâ€⠄¢s argument that we are not substances or mere souls and ii) State and explain Locke’s concept of personal identity and its relations to what he callsRead MoreAnalysis Of John Locke And The Problem Of Personal Identity1622 Words   |  7 PagesProblems in Philosophy John Locke and the Problem of Personal Identity Personal identity, in a philosophical point of view, is the problem of explaining what makes a person numerically the same over a period of time, despite the change in qualities. The major questions answered by Locke were questions concerning the nature of identity, persons, and immorality (Jacobsen, 2016). This essay will discuss the three themes John Locke presents in his argument regarding personal identity, which are, the conceptRead MoreJohn Locke s Theory Of Self And Personal Identity Essay1449 Words   |  6 PagesJohn Locke a seventeenth century Philosopher uses a number of thought experiments in his 1690 account, ’An Essay concerning Human Understanding’. He uses these thought experiments to help explain his definition of the self and personal identity. The thought experiments that are used, go some way in explaining his opinions and in clarifying the role that memory plays in defining the term. Although defining personal identity was and still is a complex su bject and not all philosophers share the sameRead MoreJohn Locke s Theory Of Personal Identity And Diversity1046 Words   |  5 Pagesthis has happened and therefore cannot be blamed for such a crime. Locke is known to believe in his theory of personal identity and diversity. Locke’s theory talks about consciousness and how our consciousness makes our identity through our experiences. Locke states that we are only considered guilty of committing a crime if we were aware of it and remember doing it. Although I agree with Locke in some terms regarding our identity having something to do with our consciousness, I do not fully agreeRead MoreDescartes And John Locke s Views On Consciousness, Self, And Personal Identity1475 Words   |  6 PagesDescartes and John Locke endeavored to question the views on consciousness, self, and personal identity. They examined belief in God, the certainty of knowledge, and the role of mind and body. The goal of this paper is to deliberate John L ocke’s and Renà © Descartes views on â€Å"self† and personal identity and how each come to examine how knowledge is captured. Renà © Descartes and John Locke both present arguments that are rational in the discussion of consciousness, self, and personal identity, but each lack

Critical Analysis of the Integrated Marketing Communications in the UK Free Essays

INTRODUCTION Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer’s hands to the hands of consumers (Belch Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in mass media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch Belch 2004). We will write a custom essay sample on Critical Analysis of the Integrated Marketing Communications in the UK or any similar topic only for you Order Now Given the changing market environment, the need for more efficient and cost effective marketing strategies has induced changes to the way marketers conduct their marketing activities and led to the adoption of more integrated approaches (Dewhirst Davis, 2005). The consequence has been the adoption of a more holistic customer oriented approach to conducting marketing communication activities, a process often known as Integrated Marketing Communications (IMC) (Dewhirst Davis, 2005). IMC CONCEPT A vast number of studies have made attempts to define the term Integrated Marketing Communications. One of the most succinct and widely accepted definitions of the IMC concept is that defined by the American Association of Advertising agencies (AAAA). That is, â€Å"a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency and maximum communications impact† (Arnott Fitzgerald 1999: p.4). RATIONALE OF THE STUDY IMC has moved beyond simple communication to the use of promotional elements in a unified way in order to create a synergistic communication effect (Cornelissen 2001). It has become a powerful tool for developing and implementing marketing communications consistently and more effectively; and is certainly one of the most innovative marketing functions endorsed by advertising and marketing practitioners (Cornelissen 2001). Despite its continuing appeal, this concept has become a subject of great controversy with regard to its merits and validity. In the recent years, a controversy has emerged between the proponents and opponents of the IMC concept. While the proponents suggest that the concept represents a revolutionary way to organizing marketing efforts and enhancing the brand awareness, critics argue that the concept is simply a â€Å"pop management theory† without a solid theoretical base (Duncan, 2002). Others contend that the IMC concept suffers from ambiguity in its definition and practice (Eagle Kitchen 2000). It is thus the sole purpose of this analysis to critically explore on the IMC concept and its synergetic communication effects in relation to advertising strategy and planning in the UK. HISTORY OF THE IMC CONCEPT The origin of the IMC concept can be traced back to the 1990s when Prof. Don Schultz first introduced it at Northwestern University (Kitchen Schultz 1998). Back in the 1960s and 1970s, marketers relied primarily on the advertising agency for the development of all marketing communication activities (Kitchen Schultz 1998). In the recent years, two strands of change have however occurred. That is, the wider appreciation of techniques and the creation of specialist companies that deal with specific marketing communication areas (Dewhirst Davis 2005). As a result, there has been a progressive fragmentation of provisions in this field. Initially, there was an emergence of specialists in the various fields of marketing communications such as direct marketing, public relations, and sales promotion among others (Duncan Moriarty 1997). Today, there are various companies with the ability and expertise to advertise their brands using a wide range of communication medium (Dewhirst Davis 2005). As a result of the IMC concept, marketers are increasingly employing several devices which were once the domain of dedicated and specialist companies (Dewhirst Davis 2005). This concept has been embraced in practice by many companies not only due to the acquisitions and mergers which have resulted in consolidation of the advertising industry but also due to the synergies that have emerged from the integration of the various communication activities within the IMC framework (Dewhirst Davis 2005). LITERATURE REVIEW The IMC concept has also received greater attention in the academic sphere. Several academic journals have devoted space to explore on the deeper implications of IMC in advertising and planning (Low George 2000). These include: journal of marketing communications, journal of Advertising research and journal of Business research among others. Scholarly work on IMC, however, seems to be evolving from the limited view of effective coordination to a strategic process (Low George 2000). The depth and breadth of research in the field of IMC has also evolved since its initial inception in the late 1980s. A review of the various publications and scholarly work on IMC shows recurring themes, in particular, themes related to the definitional issues of the IMC concept and its theoretical development (Low George 2000). Several scholars have undertaken and sufficiently discussed on the IMC concept by providing more in-depth literature reviews, which will not be repeated here. Of particular interest is the work undertaken by Shultz et al., (1993). CRITICAL ANALYSIS OF THE IMC CONCEPT IN RELATION TO ADVERTISING AND PLANNING IN THE UK According to Shultz et al (1993), the IMC concept is based on a holistic view of marketing communications whereby brands capitalize synergies among advertising, public relations, direct response and sales promotion; and combines these communication disciplines to provide consistency, clarity and maximum communication impact. Each of these promotional elements plays a major role in marketing communications. Advertising: – due to its amplified expressiveness, persuasiveness and public presentation, advertising campaigns have become extremely important in creating awareness about the product, company or brand (Peltier, et al 1992). Sales promotion: – campaigns for sales promotions offers some kind of stimulus (free sample, discount etc.) and are more preferable in cases where new products are being launched (Hutton 1997). Public relations: – since public relations are characterized by high credibility, PR campaigns enjoy a high level of trust among the potential customers (Riley James 1991). Direct marketing: – this approach is based on databases that contain information of potential customers. Therefore, direct marketing offers greater opportunities to reaching the target audience (Peltier, et al 1992). As Shultz et al (1993) asserts; the coordination of these promotional activities is necessary to deliver a clear, consistent and competitive message about the brand. It is important to recognize that consumers often combine information from various media. In order to prevent them from integrating this information inconsistently, marketers must take charge of this process so as to deliver clear and consistent information about the brand (Schultz, 1996). The overriding purpose of the IMC framework is managing all marketing activities that impact profits, sales and brand equity (Schultz, 1996). A good example in the UK can be seen with Wrigley Company which developed an integrated marketing communications program in January 1998 that brought with it tremendous effects in terms of the cost and time devoted to the campaign (Anon 2000: p.89). The program cost the company approximately 500,000 pounds in the first 18 months. The aim of the program was to persuade the dental profession to recommend the use of sugar free chewing gum by raising awareness of the role of saliva in dental health (Anon 2000: p.89). Among the promotional elements included in the program were advertising in the trade press, a quarterly magazine, a patient education action pack, posters and leaflets (Anon 2000: p.89). The results were amazing with about 73% of the dentists recommending sugar free gum to patients, up from 44% before the campaign (Anon 2000: p.89). This provides a good illustrative example of the synergetic effect of combining several communication instruments (advertising, personal selling, sales promotion, and public relations) in a solid integrated campaign. COMPARISON OF THE IMC MODEL TO THE STANDARD MODELS The main advantage with the IMC model over other models is that it provides for the joint effects or synergies which are generated by the orchestration of the multiple marketing activities discussed above (Duncan Everett 1993). The major difference between the IMC model and the standard models is that, unlike traditional marketing, the effectiveness of each activity depends entirely upon the other communication activities (Eagle Kitchen 2000). Also, while traditional marketing employs a â€Å"push† strategy whereby communications are designed to promote the firms products, the IMC model on the other hand employs both the â€Å"push† and â€Å"pull† strategies by incorporating feedback from the customers so that the firm’s products and communications can be adjusted to meet the needs of the end user (Eagle Kitchen 2000). CONCLUSION Clearly, we have established that the major benefits of the IMC framework is its ability to create synergies among the various marketing communications disciplines and to combine these disciplines to provide clarity and consistency of the set of messages conveyed to target audiences. It therefore follows that, in order for firms in the UK to remain successful in the competitive environment, they must adapt to this new approach to marketing. All marketing communications must be designed from the view point of the customer and interwoven together in a manner that forms a coherent whole. Undoubtedly, the integrated planning and implementation of the various communications mediums is far more effective in achieving maximum communications impact than their separate usage. (1, 569 words) REFERENCES Anon, 2000. Some aspect of measuring integrated marketing communications. In: Economics and organization, p. 89 Arnott, D., and M. Fitzgerald, 1999. Marketing communications classics: An international collection of classic and contemporary papers, Thomson Learning Belch, G. E., M.A. Belch, 2004. Advertising and promotion: An integrated Marketing communications perspective. 6th edition. New York: McGraw-Hill/Irwin. Cornelissen, J. P., 2001. Integrated marketing communications and the language of market development. International Journal of Advertising, vol. 20(4), pp.483-499. Cornelissen, J. P., A.R. Lock, 2000. Theoretical concept or management fashionExamining the significance of IMC. Journal of Advertising Research. Vol. 40(5), pp.7-15. Dewhirst, T., B. Davis, 2005. Brand strategy and integrated marketing communication (IMC). Journal of Advertising, Vol. 34(4), pp.81-92. Duncan, T., 2002. IMC : Using advertising and promotion to build brands. New York: McGraw-Hill. Duncan, T., S.E. Everett, 1993. Client perceptions of integrated marketing communications. Journal of Advertising Research, Vol. 33(3), pp.30-39. Duncan, T., S. Moriarty, 1997. Driving brand value: Using integrated marketing communications to manage profitable stakeholder relationships. New York: McGraw- Hill. Eagle, L., P. Kitchen, 2000. IMC, brand communications, corporate cultures. European Journal of Marketing, Vol. 34(5), pp.667-686. Hutton, J. G., 1997. A study of brand equity in an organizational-buying context. Journal of Product Brand Management, Vol. 6(6), pp. 428-437. Kitchen, P. J., D.E. Schultz, 1998. IMC – a UK ad’ agency perspective. Journal of Marketing Management, Vol. 14, pp. 465-485. Low S. George, 2000. Correlates of Integrated Marketing Communications. Journal of Advertising Research, Vol. 40, pp. 27-39. Peltier, et al., 1992. Direct Response Versus Image Advertising. Journal of Direct Marketing, Vol. 6 (1), pp.49-66. Reilly C. James, 1991. The Role of Integrated Marketing Communications in Brand Management, The Advertiser, Vol.1 (Fall), pp.32-35. Schultz, D. E., 1996. The inevitability of integrated communications. Journal of Business Research, Vol. 37, pp. 139-146. Schultz, D.E., et al., 1994. The new marketing paradigm: integrated marketing communications. NTC Business Books, pp. 105-156. How to cite Critical Analysis of the Integrated Marketing Communications in the UK, Essay examples