Red Bull Brand Essay

Red Bull is the most popular energy drink in the world, selling over three billion cans annually. Started in 1987 by Austrian entrepreneur Dietrich Mateschitz, Red Bull pursued an aggressive yet different marketing strategy to grow their brand globally. Red Bull met an untapped need within the beverage consumer market and the strength of their carefully cultivated brand provided them leverage to market themselves in a non-traditional manner. What were the key Brand elements for Red Bull? A brand element is trademarkable device intended to identify unique goods or services and differentiate themselves from their competition. Brand elements are designed to enhance brand awareness by cultivating brand associations that are memorable, meaningful, and likeable. Red Bull possesses three key brand elements that helped create points of differentiation (POD) for the Red Bull brand; therefore positioning Red Bull as the world’s dominant functional energy drink. Brand Name – â€Å"Red Bull† – Red Bull is an energy drink that promises to â€Å"revitalize body and mind†. Recognizing that Red Bull does not have a distinct target demographic, Red Bull concluded that all people need energy and promoted Red Bull as consumption for energy and health, not for enjoyment. Red Bull Mystique – By positioning Red Bull with influential people and places, ccurious and adventurous customers tried the brand and spread the word. Red Bull promoted a â€Å"cool† public image to raise their brand power and used a slender container to suggest a â€Å"sexier† image than their competitors. A mysterious position created a sense of need and urgency to the everyday consumer. Slogan – â€Å"Red Bull gives you wiiings!!† – Red Bull is marketed as a product that can refuel a person and create sharper minds. The combination of six different ingredients (taurine, glucuronolactone, caffeine, B-group vitamins, sucrose, and glucose) enables Red Bull drinks to contain more energy than any beverage in the marketplace. Red Bull also used humorous animated cartoon characters to demonstrate the safety and fun-loving virtues their energy drink. This slogan helped create worldwide brand recognition. How did Red Bull’s marketing activities contribute to Brand equity? Brand equity is defined as achieving a different outcome resulting from the marketing of a product or service because of its b rand name, compared to the same product or service without the brand name. Red Bull built their brand equity through strategic marketing initiatives involving the product, price, placement, packaging, and promotion of the Red Bull functional energy drink. Product – Red Bull was designed to improve physical endurance, stimulate metabolism, improve overall well-being, improve speed and concentration, and increase mental alertness. The flavor, color, texture, and ingredients of the drink were markedly different from a traditional carbonated beverage. The energy drink beverage category did not exist – Red Bull created it and was able to generate tremendous brand equity by marketing the product in shroud of mystery. Consumer felt they HAD to try a Red Bull. Price – Red Bull pursued a premium priced beverage strategy from the beginning. By adding 10% to the most expensive competitor’s price, Red Bull tried to position itself as a best in class product because of the added energy-enhancing functionality. Pricing above the competition, Red Bull positioned their brand to be unique, one of the tenets needed for creating strong brand equity. Placement – Red Bull used product placement to build brand equity by containing their distribution and selectively choosing the events, venues, and advertising medium to display their product. By limiting the amount of product available at hand-picked locations, an aura of exclusivity was engineered. The â€Å"cell† philosophy of expansion and growth by dividing key markets into targeted geographic segments allowed Red Bull to strengthen their brand from bottom up, fostering strong brand equity. Packaging – Red Bull used a thinner and more slender looking can, signaling that the product was different than a traditional soda beverage. Also, Red Bull would not extend bulk packaging or unit bundling so each can had to be individually sold by the retailer AND purchased by the consumer. The sleek look and steadfast packaging requirement grew the value of the Red Bull brand Promotion – Red Bull used aggressive media campaigns to grow their brand but only promoted events, venues, and/or personalities that coincided with their brand strategy. They performed very little traditional product promotion, rather focusing on promoting fringe athletic events like extreme sports and relying on the consumer’s self-promotion. Positive consumer testimonials are better than some of the best promotional material money can buy. Peer pressure helped Red Bull’s brand equity to grow exponentially. How did Red Bull’s marketing programs differ from those of conventional soft drinks? Red Bull used advertising, event sponsorship, and sports marketing to promote their product as a functional energy drink. Red Bull aimed to make their marketing programs innovative, individual, non-conformist, unpredictable, and humorous. Rather than pursue conventional marketing me thods, Dietrich Mateschitz felt that the best method for Red Bull to attract customers would be through peer testimonials – or word-of-mouth marketing. More importantly, Mateschitz and team were intent on creating a mystique for Red Bull. Through seeding programs designed to micro-target â€Å"it† shops, clubs, bars, and stores, cultural leaders were the first to discover Red Bull and spread the word to their sphere of influence. By seeking out opinion leaders who represented the Red Bull brand (athletes or entertainment celebrities) and creating limited availability of the product, Red Bull was able to maximize their awareness while focusing on their consumer base building. Pre-marketing, creating awareness in markets where the product wasn’t sold, was another program that Red Bull used to become recognized as the pre-eminent brand of energy drinks. Red Bull expended tremendous effort around product trialing and sampling. The bulk of Red Bull’s marketing activity encourages product trials with sampling, word of mouth, and point of purchase efforts. Red Bull sought to reach consumers in ideal usage situations (concerts, parties, sporting events, highway rest areas, on campus) and wanted to control the amount of consumers that sampled the product. Red Bull deployed energetic and believable brand managers who evangelized the product through explanation and consumption. This controlled product distribution allowed the consumer to see the dedication and focus of each brand manager but did not permit for maximum product reach. Traditional beverage marketers usually try to maximize the number of consumers their product reaches so Red Bull’s strategy flew in the face of the industry standard. What rules were broken during the initial unsuccessful launch of Red Bull UK, per the CBBE model? The Customer-Based Brand Equity Model (CBBE) recognizes that the customer is aware of and familiar with a sp ecific brand and holds a strong, favorable, and unique brand associations in memory, i.e. brand image. Brand associations can be strengthened by personal relevance and/or consistent delivery. Historically, direct product experience creates the strongest brand attributes and benefit associations for consumers. After multiple setbacks trying to enter the United Kingdom, Red Bull found an entry point into Scotland but varied their traditional market entry strategy. Red Bull made three strategic mistakes upon entering the United Kingdom: 1) Altered their marketing formula by classifying their product as a sports drink and not a stimulation drink By marketing Red Bull as a sports drink and not an energy drink, Red Bull UK took a strong brand name that was successfully associated with energy drinks and changed the unique favorable links that Red Bull created with consumers in other EU nations. 2) Departed from their proven â€Å"word-of-mouth† marketing strategy The Red Bull brand was created by grassroots, bottoms-up word-of mouth marketing. In the UK, brand managers worked directly with the largest supermarkets and convenience outlets. This is a deviation from the strategy that fueled Red Bull’s growth in other markets and deteriorated consumer’s brand association with Red Bull. 3) Overhauled the Red Bull advertising strategy by eschewing electronic media for traditional billboards By changing their advertising strategy, the creativity and simplicity of the animated Red Bull ads and precisely worded slogans lost much of their meaning. How can Red Bull maintain its growth momentum in the future? Red Bull continues to be the global leader in the functional energy beverage category. However, the marketplace has become saturated with competition from hundreds of companies, both small and large, in many different markets around the world. In order to main tain their dominant position in the market, Red Bull continued to innovate. They began offering a sugar-free product and recognized that their product’s consumption reason changed as more consumers are using Red Bull as a mixer or supplement. Red Bull also contemplated venturing into herbal tea products, a quarterly magazine, and fast food restaurants. In contemplating how Red Bull can continue to grow their brand’s momentum in an increasingly competitive marketplace, I thought of three ideas – two suggestions for product diversification and one concept for increasing brand exclusivity. Red Bull Gum – An edgy gum would help grow the value of the brand and expand the Red Bull mystique. Red Bull does not have a target demographic but they market their energy drinks to consumers who are innovative, individualistic, non-conformist, unpredictable, and humorous. Creating Red Bull gum would serve as a natural complement to their suite of energy drinks. The gum could be shaped in a solid round shape and contain a small drop of Red Bull energy juice inside, similar in texture and fill to the popular Trident or Dentyne brands. The pricing strategy for the gum would be consistent with the pricing strategy for the energy drink (10% above the nearest competitor) but I would recommend giving away the initial product as a sampling practice during Red Bull sponsored events to create interest and raise brand awareness. Red Bull gum should be offered in convenience, drug, and grocery stores. Offering the gum at bars and night clubs would not be ideal. The packaging for Red Bull gum could look like miniature Red Bull can – long, slender and cylindrical. I would use aluminum foil wrapper rather than an actual miniature can but the design should be identical to the energy drink can. To promote Red Bull gum, I would have Red Bull’s top athletes and entertainers create spots (either over the internet or on traditional TV and radio mediums) that should how Red Bull gum provided the same benefit as the energy drink. I would also conduct extensive sampling at universities and trendy public urban settings; to help raise the â€Å"coolness† quotient. Finally, Red Bull gum could be produced with sugar or sugar-free, tying in nicely to the brand extension of the energy drink and helping to raise the overall brand equity. Red Bull Heart Monitors – Red Bull has received criticism over the years causing certain aliments, specifically related to the heart and circulatory system. Although it has never been scientifically proven that Red Bull causes any negative side effects, Red Bull has received numerous public accusations claiming problems from repeated use of the energy drink. As a consumer of Red Bull for years, I have personally felt the aftereffects of consuming too much Red Bull in one evening. I never felt that my health was in danger but I know that my circulatory system was acting abnormally. Since Red Bull brands itself as an energy drink that promotes an active and healthy lifestyle, creating a wristwatch heart monitor would help send the message that Red Bull heard the criticism and is actively working to educate consumers about any risks associated with Red Bull. The wristwatch heart monitor can be plastic and have a digital readout of your heart rate. The price would be between $30-50 in the US (or its equivalent in other markets). I would design the watch to match the Red Bull color scheme and would also offer it three standard mono-chromatic colors (black, white, silver). I would suggest the product be sold at big box retailers/sporting goods stores after the watch has been sampled at niche extreme/outdoor stores. I would consider offering it to online retailers and medical supply organizations. However, I would want to keep the focus on athletics and healthy living so I would see how market adoption occurred at the niche stores before expanding my distribution channels. Promotional displays could be set up in the niche stores as well as energy drink retailers, select physical therapy offices, gyms, fitness centers, and Red Bull sponsored extreme athletic events. As a doctor, my brother constantly warns me about the risks of ingesting too much Red Bull. Offering consumers a branded opportunity to self-regulate their health and alleviate their concerns would be another method for Red Bull to increase brand equity. Red Bull Fraternity – Red Bull provides an energy drink that gives consumers â€Å"wiiings†. As previously mentioned, Red Bull does not believe that they have a target demographic. However, Red Bull does promote the athletic and thrill-seeking adventure type. If Red Bull were to create a Red Bull fraternity (ΓΒÎ ¦) that would allow consumers to become members by completing a series of Red Bull sponsored challenges and events, the possibility for brand strengthening would be endless. The goal of the fraternity would be to continually promote the Red Bull lifestyle through exclusivity and activity. A Greek organization inherently contains an air of mystery, which coincides with Red Bull’s market entry and expansion strategies. Greek life would be extremely familiar to the university crowd, where Red Bull performs a large percentage of their sampling, and Red Bull could draw large crowds of passionate users to the â€Å"pledging† events. Once the â€Å"pledge† period ended, members of ΓΒÎ ¦ would have closer access to all things Red Bull – sponsored parties, athletes, entertainers, new product offerings, priority status at high-profile events, discounts on products and merchandise, etc. I would charge a one-time fee to â€Å"pledge† the fraternity. There would also be annual fees –â€Å"dues† – and not all activities open to the fraternity members would be free but being a member would provide strong discounts and incentives that would not be available to non-members. A fraternity, by definition, is an all-male institution; I would permit men and women of all ages to join – remember Red Bull does not have a target demographic!

Why Zoos Should Close

1. Limited enrichment. Animals need to have their mind active while they are in captivity. Good zoos do this by offering them toys or puzzles to figure out, by hiding food in the exhibit so they have to exercise their natural hunting. scavenging instincts and by using training. Training also helps with medical needs, a lot of animals are trained to lift their feet so they can be checked out, or to expose their side/rump in order to give injections safely. Zoos that do not work on enrichment or training leave the animal unnecessary stress.Have you ever seen tigers or bears pacing in their enclosure? That's a stereotypical behavior of animals in captivity when they are not stimulated enough. Bad sign. 2. Lack of education, research and conservation. The Association of Zoos and Aquariums is an international group that gives accreditation to facilities that strive to improve the welfare of their animals, educate the public about the wild and captive animals and environment and spend mone y on research to help both education, conservation and wildlife.Zoos that are not accredited by the AZA may do these things, but it is unlikely. â€Å"Roadside zoos† are only there to make a profit. They make sure that their animals stay alive so they can make money off of them, but have no commitment to keep them healthy and they do not contribute to the scientific community. 3. Poor breeding programs. AZA institutions are part of an international breeding program with a huge data set that includes the genes and health records of all the animals that are used in breeding programs.There's even individual committees in charge of each species or groups of species to make sure that breeding is done only to make healthy offspring that can contribute to the genetic pool of captive animals. Good zoos very rarely use wild animals to breed, so they do not affect any of the natural, wild populations. Bad zoos, however, can partake in the illegal blackmarket pet and exotic animal trade . These animals can be taken directly from the wild, illegally, and/or bred with other animals with absolutely no consideration to their genetics. Inbreeding is a big problem, and is never done in good zoos.

How Hamlet Changes Throughout the Play

The changes in Hamlet's personality are reflected in his changes in costume. At first, there is the Hamlet in the â€Å"nighted colour†, in mourning for his father and resentful of his mother and uncle. This is Hamlet in Act one. He is passive and reactive, making snarky remarks under his breath and behind the king's back but being sullen and unresponsive in his presence. After the visit of the Ghost, Hamlet changes. Ophelia describes his costume as â€Å"his doublet all unbraced, no hat upon his head, his stockings fouled and down-gyved to his ankle. This is Hamlet of the antic disposition. His pretense of insanity gives him the liberty to sharpen his wit on the various spies which come to sound him out. He becomes more active, arranging for and essentially directing the play The Murder of Gonzago, but he is a perfectionist, and cannot see his way to killing Claudius without the circumstances being just right. He thinks he has got them right but he is wrong–it's Polonius behind the arras and not Claudius. Then he is sent to England. He discovers that Claudius is not going to wait for the perfect opportunity, but has already made arrangements to have Hamlet killed. He changes again. He arranges for the deaths of Rosencrantz and Guildenstern, and when the pirates attack, he takes the opportunity to board their ship, and bribes them to return to Denmark. He arrives on the shores â€Å"naked and . . . alone†. â€Å"Naked† here means that he has only the clothes he stands up in, whatever he can find. Hamlet is now an opportunist. He no longer insists that the conditions be perfect. He will take his opportunity where he finds it. He becomes a fatalist: â€Å"There is a special providence in the fall of a sparrow . . . the readiness is all. † It is when he reaches this stage in his journey that he can do what he wants to do and needs to do. He expresses his love for Ophelia (too late) and is able to take his revenge on Claudius (almost too late).

Social and Economic Impact on Managerial Education Solutions Research Paper

Social and Economic Impact on Managerial Education Solutions - Research Paper Example A most vital element of the study in manager decision is considered with the economic view on the decision concern. In accordance with this viewpoint, self-attracted peoples are synchronized throughout the employment of, typically financial, rewards and punishments. We could observe obviously at this time that a viewpoint on manager decision is created on a commencement of human nature; in the economic viewpoint, this would be the self-attracted rational individual. On the origin of this economic viewpoint, several appliances and techniques were elaborated ahead. In the precedent few decades, four advancements were pointed out in a study that could not be gathered effortlessly by the neo-classical as well as new-institutional economics supported perception on manager decision. A lot of experiential studies demonstrate that the running methods for managing a hospitality industry are established to vary from the resolutions agreed by the economic viewpoint. First, manager decision does not depend exclusively on financial rewards other than also on other variables, for instance, civilizing components, grouping belongings, and precedent decisions. Second, the function of rule-following attitude for manager decision was pointed out. It appears to be significant whether novel decisions contest the choices that previously subsist in a hospitality industry. How do you mingle the numerous possessions in a hospitality industry, similar to human personnel and intelligence, assets, industrial capacities and financial wealth? Certainly, this is one of the fundamental questions of trade, hospitality industry, and economics. Within the sphere of this problem there is another query: how do we create peoples effort together in such a method that hospitality industrial objectives are provided? On a yet more exact stage, we have the question: how could we create self-attracted peoples with deviating objectives work together? And lastly, we could pose: what financial rewards and punishments constrain objective resemblance within a hospitality industry? These are questions that are intimately connected to a lot of beginning of education decision.

Muhammad by karen armstrong Essay Example | Topics and Well Written Essays - 750 words

Muhammad by karen armstrong - Essay Example Hira outside Mecca where he frequented for meditation. He claimed to have been called to rebuke the pagans of Mecca who worshiped idols and engaged in unclean superstitions and rituals (Armstrong, p. 24). It is noteworthy that when he was growing up as an orphan with his uncle Abu Talib, he was a person of integrity in his business dealings and was truthful. It is said that in Mecca, he was known as Sadiq and Ameen meaning true and trusty respectively. The Quran also gives credit to his upright character by saying that in him there is a perfect example for people to follow in their conduct. The prophet had been sent to reform the pagans in Mecca who had no regard for even the most basic of human rights. They engaged in disputes and long battles over small matters. They did not treat women well and hated the birth of female children to the extent that they would kill or bury them alive. The poor people were voiceless and were exploited through loans that required payment of high interests. There was torture and killing of slaves with no consequence. The Prophet despised slavery. Abuse of human rights, social injustice and worship of the idols in homes and in the house of God built by Abraham, Kabah were the order of the day in Meca. Despite watching helplessly as all this was going on, he refused to bow down to the idols (Armstrong, p. 41). He married Khadijah, an affluent businesswoman for whom he had worked for some time. He was 25 when he married her, something that made him financial stability. He helped free Zaid ibn Harithah, a slave from Khadijah’s house, and adopted him. He paid for an African slave named Bilal and had him freed. Bilal remained with Mohammed for the next 22 years until he died. During all this time, Bilal would eat and dined with the Prophet and was given the role of the Muazzin meaning caller for prayers (Armstrong, p. 57). He always taught forgiveness and compassion. After his return from exile in Medina, he came back

Artillery used by the NORTH During the Civil War (Gettysburg) Research Paper

Artillery used by the NORTH During the Civil War (Gettysburg) - Research Paper Example The general classification of Artillery was based on caliber and weight. The other factors considered include mobility, as well as the carriage form or mounting. Notably, "Field" artillery was regarded ordnance light, as well as mobile to help in maneuvering during battle. Numerous larger guns used by the North and South were locked permanently in fortifications. The defense in Washington alone had 98 mortars and 807 guns. Many of such fortification guns were never used in attacking the enemy via the entire war. Regarding the Northern armies, they were uniformly equipped with the 12-pounder Napoleon, 10- pounder, or 3-inch rifle parrots. Although the Northern were armed, their artillery batteries usually had a number of non-standard guns, and all every gun called for different ammunitions. The North had many advantages compared to the South in acquiring small arms. The advantages were the resultant of the fact that the Confederacy entirely relied on the smuggled imports following the advanced naval blockade. The North thus accessed different models from England and France as the Confederate army imported them. According to Allen, in the article Artillery, the organization of Artillery fell into two categories, the union and confederate. Batteries for the union artillery were often constituted of six guns used in three, sections, involving two guns. There were three sections; right, middle, and right sections. Battery for Confederate constituted of four guns. The four guns were of different types, and therefore, supply for the Confederate ammunition to artillery batteries became very difficult to implement. Each Confederate composed of almost sixty-eight men. A Field Artillery battery incorporated six guns at full strength. All guns were linked to a limber being pulled by horses; a caisson was also used to offer more support. There were two chests

Early Canadian History Term Paper Example | Topics and Well Written Essays - 1750 words

Early Canadian History - Term Paper Example As such, a focus upon some of the key issues that were first represented and controversial with regards to public education, a focus upon the differential that existed between urban and rural public education, a discussion and analysis of the court and resources that were leveraged within early Canadian public education, and a focus upon the feminize nation of the teaching profession will be engaged within the course of this brief analysis. Whereas it is true that Canada was but one of many modern states that engaged with the concept of public education during the course of the 19th century, the level and extent to which this occurred and the unique concerns and mechanisms by which it was engaged helped to allow this process to be unique and separate to Canada.1 As such, it is the hope of this author that the reader will gain a more informed understanding of the way in which early Canadian public education came to be formulated, the means through which it is differentiated from many other public education institutions throughout the world, and the residual impacts of this formulation that can continue to be felt within the current era. As with any dynamic shift, a level of pushback existed with regards to a general societal acceptance of a public education system. ... ugh it is true that the local and regional partners had been ineffective in providing compulsory education for all stakeholders, these individuals nonetheless believed that their model was. Due to the fact that a level of local an individual control existed with regards to what material would be represented the student and how engagement in the learning process would take place.3 This is not particularly surprising due to the fact that it continues to be evidenced within the current era. Any time a federal system seeks to implement a broad level of overarching regulations and norms for the system, individuals within society oftentimes push for a degree of extended autonomy through which they can continue to leverage their own power in lieu of accepting the norms that are specified by the federal government. Evidence of this is continually seen within the United States and has increasingly been noted within the economy and social dynamics of Canada throughout the past several decades. As something of a corollary to the issue that is previously been referenced, it must also be understood that distinct ethnic communities within Canada felt that a normalization of education within a public system would necessarily decrease the level of shared history and cultural integration that these respective communities had formulated over the decades. As even a cursory level of analysis reveals, the different provinces of Canada represent distinct racial and ethnic compositions; especially within the early years of Canadian society. Says one author, â€Å"Due to the fact that the sheer geographic mass of Canada was so large, it was difficult if not impossible for stakeholders within the government to immediately allocate fair levels of funding to achieve the goals they had set out to

Day Care Paper Research Example | Topics and Well Written Essays - 1750 words

Day Care - Research Paper Example A child is far healthier when he is brought up in home rather than day care. Despite so many negatives the best advantage that day care provides a child with is the ability to socialize better and accept diversity. Placing your children in day care gives both the parents a free reign to earn money and hence they can do over times and work longer hours without any hassle. DAY CARE Day care centers are a new breed of facilities that are now available to single parents. They provide child care facility to single parents or parents who work and need someone to care for their child. Since the economic crisis, there has been a dramatic increase in the working parents and thus the requirements for day care centers are on the rise. According to the recent statistics there are around 70 % children who are under the care of Daycares. This has all been due to the increase in the working mothers. Earlier there were many families which had the father and mother both juggling their work hours with the time they spend with the taking care of the child. It was an easy job, but the current economic crisis has made employers more demanding as they are aware that there are many more talented and hardworking candidates who are willing to replace any time. Although many people look for low cost care for their children so as to save unnecessary expenses, but this is declining as such help is not much readily available with the rise of cost of living standards. Also, the need for economical day care centers is high on demand as the number of parents requiring the need for day care is increasing (NICHD, 2005). Earlier the day cares were more of a babysitting service that was available to parents, but since the increase in the working hours of parents which proportionally increases the time the child spends at day care, day cares have become grounds where the early development of child takes place and hence they have gained a lot of importance psychologically in the life of a child. Th e day cares now play a very important and prominent part in the child development. A modern daycare today teaches the child about things and skills that he will require as he grows up. In short, they equip the child to face the world as he steps out to walk to his first school. The main reason because of which the day cares have evolved such is that parents today have started demanding quality care and skill development in their child. The care requirement and need for skill development varies with the age of the child. A child with age two or younger needs special attention with respect to his/her health requirement, the food he will consume and the extent to which he needs exposure to the environment in general. Compared to this an older child needs necessary tools to develop his cognitive, spatial and verbal skills. He will need to learn to communicate with different people and will also learn as to how to socialize (Martin & Fabes & Fabes, 2006). Since the demand for the day car e is so high that there are many day care centers that re running today are unregulated ones and hence they hire anybody and everybody who applies to the vacancies. Many a times it has been observed that the nannies that work in such day cares have a past criminal record and thus it becomes a reason for parents to be very

Are you a regular smoker Within the context of your own experiences, Research Paper

Are you a regular smoker Within the context of your own experiences, discuss why anti-smoking campaigns have been largely ineff - Research Paper Example However, these strategies remain ineffective since teenagers continue to smoke irrespective of the numerous antismoking campaigns. Additionally, teenagers continue to be influenced to start smoking through marketing strategies used by tobacco industry. There are several reasons why antismoking advertisements remain ineffective in curbing teen smoking. This paper focuses on these reasons. The paper will entail use of introspection, data collection, and analysis and make recommendations on how the advertisements could be improved. Overview of the Topic Although, I am not a smoker, I have several young friends who started smoking at very young stages. Additionally, I have always had great concern on why anti-smoking campaigns have not eliminated teen smoking. Most young people engage in smoking at a very tender age. Some end up becoming addicted, which makes them vulnerable to the numerous smoking related diseases. To prevent addiction and such ailments, there have been several campaign s and funds set aside to curb smoking among the teenagers. This is because this is the stage at which quitting would be easier since continuous smoking leads to addiction making it hard for smokers to quit. From as early as in the 1960’s, several antismoking advertisements were adopted. ... In other cases, the government uses funds to finance airing of information aimed at alerting young people of the dangers of smoking. Although there has been great focus on antismoking campaigns through different media, several young people continue smoking. Moreover, there is no evidence to show that any campaigns convince the teens to quit smoking. Some studies show that the campaigns are ineffective and could have at times encouraged the young people to smoke. Some of these campaigns are conducted by the tobacco industry itself. It is illogical how a company manufacturing a product would be able to convince the users that the product is dangerous. Therefore, most of the advertisements are just a protocol used by the tobacco industry to convince the policy makers that the industry is following the regulations (Wakefield, Flay and Giovino 233-237). Additionally, cigarettes are sold at extremely low prices, which make them affordable to the teens wanting to experiment. Introspection a nd Data Collection Whenever I listen or watch anti-smoking advertisement, the first thing I try to figure out is the persons behind the advertisement. In case the advertisement is designed by the tobacco industry, I always ask myself how someone would make a product and then try to convince the users not to use the product. This makes me think that the campaigns could be untruthful and carried out ineffectively since they condemn the use of a product that they manufacture and export greatly for the benefit of the nation. Another aspect that makes me to consider the antismoking campaigns unbelievable is their nature. Most used antismoking campaign strategy is advertisements. The advertisements appear unrealistic to me. The

Critical review Essay Example | Topics and Well Written Essays - 500 words

Critical review - Essay Example In the final outcome of the research, they incorporated â€Å"rich perspectives gained from the teacher-researchers and theoretical frameworks associated with resistance, habits and learning to teach by co-teaching. The paper advocates co-teaching as an essential component of teacher education programs.† (Tobin, Seiler, and Smith, 1992, 69). Therefore, the study by Tobin, Seiler, and Smith highlights the several critical dilemmas that face teacher education programs in urban settings and others that are fairly more all-encompassing. This paper undertakes a critical review of the theoretical and methodological features of the study and main findings and conclusions in order to determine the various strengths and limitations of the study. In a reflective exploration of â€Å"Educating Science Teachers for Socio-Cultural Diversity of Urban Schools†, it becomes lucid that the researchers undertake an important area of study with regard to socio-cultural diversity in teaching environment. Significantly, the study attempts to bring out the conflict between theory and practice for the use of student teachers who learn to teach in urban schools. Based on the field experiences in a variety of urban placements, they come up with their practical conclusions about the aspects that can best contribute to an effective teaching program in these schools. All through their study, they make the case for an approach to science teacher education, essentially based field studies and they provide some insights into the challenges of learning to teach science in urban schools as well as some suggestions for change. They also provide theoretical framework with regard to teaching as experience or practice. â€Å"One way to characte rize the problems we experienced with the methods course this semester is that so much of it involved talk and words, albeit in a context of ongoing daily student teaching experiences. This is one

Poverty In Canada Essay Example | Topics and Well Written Essays - 1500 words

Poverty In Canada - Essay Example UNISEF has found out that child poverty rate in Canada, which is one among the wealthiest nations of the world, was 14.9% in 1990s (Raphael, p.11 of preface). Canada’s treatment of its â€Å"poor, single mothers and natives† had come even under the UN criticism and the UN Committee on Economic, Social and Cultural Rights had remarked that the â€Å"country has not ensured Canadians enjoy economic and social rights guaranteed by a UN covenant to which Ottawa is a signatory† (Raphael, 9). The CCSD National Task Force had given a comprehensive diagrammatic representation for measuring poverty and had listed â€Å"three important dimensions of well-being† as, â€Å"economic, psycho-social and political participation† (9). The review done by the task force has shown that Canadian society lacks in all these three dimensions to various degrees (CCSD National Task Force, 9-11). ... The gravity of the situation is so that â€Å"more than 3m Canadians (or one in ten) are poor; and 610,000 of them are children† (The Economist). Causes The major cause of poverty in Canada is found to be lower wages that people are getting. It is a social reality that, â€Å"market incomes have stagnated for all earners, except the most wealthy† (Global Economic Justice Report, 2). In 2005, it was observed that â€Å"one in six Canadian workers earns less than $10 an hour† (Global Economic Justice Report, 2). A contributing factor to the low-wage situation has been the â€Å"increases in non-standard work (contracts, part-time work, temporary agency work) and an increased number of so-called â€Å"involuntary part-time workers†-workers who would prefer to work full-time but are unable to find such work† (Global Economic Justice Report, 2). As compared to the other rich nations of the world, Canada spends very less money on minimum wages, health and social service investments, education, employment, training, and social infrastructure (Raphael, p.12 of preface). In Canada, it is noted that the people remain poor because, â€Å"the political and economic system does not provide employment wages or social assistance benefits at a level†¦that allow for a life outside of poverty† (Raphael, p.11 of preface). Also the public policy does not ensure, â€Å"affordable housing, childcare, and health and social services, thereby straining the resources available to†¦vulnerable groups† (Raphael, p.11-12 of preface). The housing problem was so grave for low-income earners that the UN Committee on Economic, Social and Cultural Rights had asked Canadian government to consider low-income housing as a

Pros of British Imperialism in Africa Essay Example for Free

Pros of British Imperialism in Africa Essay The British colonized Africa from Egypt in the north to South Africa. Extension of a nation’s power through conquering overseas territory, know as imperialism had several motivations. Nationalism urged the nations of Europe to conquer land overseas. Having colonies was seen as a matter on national prestige, it was a symbol of the nation’s greatness. Lands in Africa, rich in raw materials and markets, were seen as economic opportunities for the European nations. Along with the rest of Europe Britain participated in the Scramble for Africa. The biggest urge to colonize was brought on by the economic benefits that the colonies would bring. Africa was seen as a major source of possible income, with its’ raw materials and markets for European manufactured goods. Around the 19th century, as the interest in slave trade declined other forms of trade became increasingly interesting, European powers continued to seek income. The Westerners had a keen interest in Africas natural resources such as animal hides, palm oil, peanuts, rubber, timber, and tin. The growing European presence led to increasing tensions in the region. British colonization of Africa began in 1874. British imperialism started with the annexing of the west costal states (which became the Gold Coast colony) and establishing a protectorate in Nigeria. Around 1914, the Scramble for Africa had ended; Britain was in charge of a huge part of the continent. Britain controlled Anglo-Egyptian Sudan, Bechuanaland, British East Africa, British Somalia, Egypt, Gambia, Gold Coast, Nigeria, Northern Rhodesia, Nyasaland, Pemba, Seychelles, Sierra Leone, Southern Rhodesia, Uganda, Union of South Africa, Walvis Bay, and Zanzibar. The size of the British reign over Africa was greater than that of any other nations. An aspiration of the British was to stretch a telegraph line from their northern colonies to their southernmost ones. Cecil Rhodes, a successful British businessman, can be credited for the vastness of the British control in Africa. One of his ambitions was to create a series of British colonies from Cape Town to Cairo, all connected by a railroad. In fact, Cecil Rhodes was partially responsible for sparking the Boer War which lasted from 1899 to 1902. Soon after, the British government made Rhodes to resign from his post as head of Cape Colony. Ultimately, his goal was to gain as much territory in Africa as possible for the British. Not only did imperialism provide the colonizing country with profit, the colonized lands and people also benefited from it. Western nations brought useful innovations and improvements to the people’s lives. Some of the technological advances were telegraphs, railroads, and telephones. More importantly, stable government systems, Western education, hospitals, were introduced to the colonized lands to improve the overall living standards. The British were able to bring these innovations to the continent of Africa and help the nations under their imperialistic rule. Imperialism is the extension of a nation’s power over other lands. A nation with colonies was viewed as superior to those without; it was able to sustain its’ place amongst the leading powers. Imperialism allowed a country to control faraway lands, rich in natural resources and local markets, and profit economically. Imperialism was beneficial not only to the imperialistic nation, but the colony as well.

Impact Of Tourism On The UAE Economy

Impact Of Tourism On The UAE Economy Introduction Tourism, a very advance and complicated sector, is still very difficult to express. The tourism sector of any country can never be measured easily. Many countries which do not have much foreign goods exchange from their country rely on their tourism income. Even small countries like Singapore and Malaysia are having more than half of their income coming from tourism sector. These are those counties which are growing only because of their tourism income. Impact of Tourism over the Economy of a Country The overall economic growth of a country depends upon two things viz. foreign exchange and internal rising income. Among these two, the foreign exchange contributes to approximately 60% of the increase in revenue of the country. Tourism is a part of foreign exchange where the country earns from the incoming and outgoing tourists. It plays a vital role in economic growth of any country. In most of the countries tourism has become their main source of foreign income. A number of OECD (Organization for Economic Co-operation and Development) countries contribute to about 65% of tourism activity. Countries like France, Germany and Australia comes under OECD member list. The WTO (World Tourism Organization) reports that about 700 million people traveled to a foreign country in 2000, spending over US$ 480 billion while on the tour.  (UAE tourism, 2010) Positive and Negative aspects of Tourism Income Of course every market issue comes with a good point and a bad point. The positive point of tourism is that it helps in growing the economy of the country and it increases the value of the country in the world market. It also increases employment opportunities and improves the socio-cultural level of the local mass. The local products reach a good amount value and are commercialized over the world market. But the coin has two sides. The negative side of the coin i.e. the negative points of tourism includes spoiling of the historical and antique monuments of the country. It also contributes to the increase in terrorism. It can also lead to information leakage of the classified documents which can cause some country to easily ground them. No one can ever say to what extent tourism can lead a country to. Adding to which, on increasing tourism there is a loss to the environmental aspects that is, it results in raising the consumption of ground, water and energy which ultimately leads to destruction of land and environment. The tourists knowingly or unknowingly spoil the cleanliness of some other place. There is an imbalance in the ecosystem and leads to species getting endangered. In the worst cases tourism can also add to an increase in the prostitution business (sexual tourism). Moreover the narcotics market is also flourishing through tourism. It has been observed that most of the youth are getting drugs from the outside mass coming to their country. What attracts a tourist? As far as the cultural issues are concerned tourism helps in advancing the cultural aspects of any country to the whole world. Most of the tourists going from one country to another are very much inspired from the cultural outlook of other country. Everyone needs a change, needs a place to go and chill, so they prefer travelling to other country and enjoying the essence of their culture and their way of living. So this is also a route through which the tourism sector can flourish. Beside the cultural trait the thing that attracts a tourist to go and visit another country is their history. They say, it is the history of a country that affects its future, well this statement is completely right reflecting the reason why tourist want to visit some other country. People like to visit Egypt to see their historical Pyramids and their famous stories of Mummies. Similarly the seven wonders of the world are visited regularly by thousands of people from different parts of the world. Most of the time people visit other country just for leisure. (UAE tourism, 2010) Race between countries over tourist income Seeing the overwhelming tourist coming to a country, every country wants to increase their own share of tourism income and it is quite obvious. To attract more and more tourist, people includes different tourism packages just to increase their income. They are willing to cut down their own food just to give them their share of food and that too not in good sense but only to have better income. Special privileges are given to tourist like some of the specific tourist spots are given much attention by the government. This helps them to have a better show off on their income masses. UAE, the most attractive tourist spot The UAE has strengthened its position in the tourism sector by offering a wide range of leisure and sports activity. This is the main point of attraction in UAE. There is no question that UAE is one of the most attractive and most visited country in the whole world. Beside the economic income from the oil business the government does not completely rely on its income from it and it has led them to put more emphasis on making several multi-billion and huge projects in both public as well as private sectors. These have led to attract many tourists from different parts of the world. According to a report from the WTTC (World Travel and Tourism Council) it is estimated that by the 2015 tourism in UAE would increase by about 7% from todays data. On the increasing accounts of Dubais expensive projects this percentage can even go higher. These include projects such as the Palms in Dubai, Burj Khalifa, the Waterfront and the Marina. Dubai has been known for its fabulous ethnicity and hospitality. It has been one of the most favorite places with respect to tourist invasion. It has become a worldwide travel and business destination. According to files Dubai has attracted over 5 million tourists from all over the world to visit its great architecture. A wide range of hotels and beach side resorts have made it comfortable for the tourist to stay in Dubai. Conclusion From the above discussion it can be concluded that tourism is a sector which has major impact on economy of any country. Factor of being a favorite tourist place can vary country to country. Dubai is one of the favorite tourist places. Tourism also associates some negative factors also. (UAE tourism, 2010)

Trusted Platform Module (TPM)

Trusted Platform Module (TPM) Trusted Platform Module (TPM) is a term used to define a chip or microcontroller. This chip or microcontroller can be placed into a motherboard configuration such as devices like mobile devices, or a personal computer (PCs). The requirements and application was presented and established by the Trusted Computing Group (TCG), to deliver a solution where a reliable and genuine relationship exists amongst hardware and software configurations. This facility was executed through cryptographic and hashing algorithms. Additional, TPM offers remote confirmation, a verification and authentication process for other third party software. TPM is a global standard for a protected crypto processor, which is a devoted microcontroller or chip intended to protect hardware by joining cryptographic keys into devices. TPMs technical requirements were established and written by TCG and launched in 2003. TCG was created as a nonprofit from inception and known to have brands like Microsoft, IBM, Intel, and Hewlett-Packard as clients. TPM just as well as others has flaws, and suffers from attacks. These attacks include offline dictionary and OIAP attacks; nevertheless, when joined with other endpoint control systems like multifactor authentication, network access control, and malware detection, TPMs contribution to a sound security platform is valid. (Sparks, 2007) This survey is a complete review of research conducted on TPM, its components, mechanisms, application, and authorization protocols. Furthermore, a description of some common attacks to which TPM has been a victim will be presented. Finally, more recent and future implementations will be discussed, such as the incorporation of TPM within mobile and smart devices and even within cloud computing. First, it is important to start with an overview of the TPM specification, its components, and its purpose. The TPM background section discusses in some detail an overarching summary of TPM. This will include what the motivations and advantages are to using TPM as well as how the different types of keys function. Also discussed is the evolution of TPM over time in how it functions in both its hardware encryption but also its capabilities. 2.1 TPM Summary A Trusted Platform Module (TPM) is a cryptographic coprocessor that replaced smart cards in the 1990s and then became present on most commercial personal computer (PCs) and servers. TPMs are almost ubiquitous in computer hardware and typically not seen by users because of the lack of compelling applications that use them. However, this situation has changed effective with TPM version 1.16 by adding the Federal Information Processing Standards (FIPS) bit which is a static flag that verifies if the device or firmware the TPM is attached to is FIPS 140-2 cryptographic module compliant. This compliance is then registered by the consolidated validation certificates granted when FIPS 140-2 is validated and are then registered and published at NIST as public record listed alphabetically by vendor located at http://csrc.nist.gov/groups/STM/cmvp/documents/140-1/1401vend.htm. (TCG FIPS 140-2 Guidance for TPM 2.0, ver 1, rev.8, 2016) Therefore, the line of thinking of TPM has increasingly becom e one of importance and an essential ingredient to cryptographic defense community whom are required to prove their FIPS 140-2 compliance. However, this was not always the case since security was not a mainstream issue in the early years of the Internet. 2.2 Motivation to use TPM The motivation for TPM began decades after the advent of what is known as the Internet. From the creation of Advanced Research Projects Agency (ARPA) in 1969 it took almost nineteen (19) years for us to become aware of the first known exploit called the Internet Worm in 1988. (Pearson Education, Inc., 2014) Until this time the focus had always been on the development of the computer with no security hardware and software that was easy to use. There was a real concept of information security threats. However, in the 1990s there was the concept of the potential of commerce the Internet would have and the need to secure the PCs that would exchange with that commerce. This prompted many computer engineers to convene and form and develop the first TPMs which became known to be as the Trusted Computing Group (TPM: A Brief Introduction, 2015). A main objective of this group was a cost effective approach to create a hardware anchor for PC system security on which secure systems could be buil t. This first resulted in a TPM chip that was required to be attached to a motherboard and the TPM command set was architected to provide all functions necessary for its security use cases. 2.2.1.Evolution TPM has evolved considerably over the years to become the trusted platform it is today. The earlier TPM 1.2 standard was incorporated into billions of PCs, servers, embedded systems, network gear and other devices, the evolving Internet of Things and increasing demand for security beyond traditional PC environment led TCG to develop a new TPM specification, which recently was adopted as an international standard ISO/IEC 11889:2015. For more flexibility of application and to enable more widespread use of the specification, TCG created TPM 2.0 with a library approach. This allows users to choose applicable aspects of TPM functionality for different implementation levels and levels of security. Also, new features and functions were added, such as algorithm agility, the ability to implement new cryptographic algorithms as needed (Trusted Platform Module (TPM): A Brief Introduction, 2015). ISO/IEC 11889-1:2015 ISO/IEC 11889-1:2015 defines the architectural elements of the Trusted Platform Module (TPM), a device which enables trust in computing platforms in general. Some TPM concepts are explained adequately in the context of the TPM itself. Other TPM concepts are explained in the context of how a TPM helps establish trust in a computing platform. When describing how a TPM helps establish trust in a computing platform, ISO/IEC 11889-1:2015 provides some guidance for platform requirements. However, the scope of ISO/IEC 11889 is limited to TPM requirements (Trusted Platform Module (TPM) Summary, 2008). 2.3 TPM Working Functionality The TPM (Trusted Platform Module) is a computer chip (microcontroller) that can securely store artifacts used to authenticate the platform on a PC or laptop. These artifacts can include passwords, certificates, or encryption keys. A TPM can also be used to store platform measurements that help ensure that the platform remains trustworthy. This is critical because Authentication and attestation are necessary to ensure safer computing in all environments. Trusted modules can be used in computing devices other than PCs, such as mobile phones or network equipment (Trusted Platform Module (TPM) Summary, 2008). . Figure 1: Components of a TPM 2.3.1 Hardware-based cryptography This cryptography makes certain that the data stored in hardware is guarded against malicious threats such as external software attacks. Also, many types of applications storing secrets on a TPM can be developed to strengthen security by increasing the difficulty of access without proper authorization. If the configuration of the platform has been altered as a result of unauthorized activities, access to data and secrets can be denied and sealed off using these applications. TPM is not responsible for control of other proprietary or vendor software running on a computer. However, TPM can store pre-run time configuration parameters, but it is other applications that determine and implement policies associated with this information. Also, processes can be made secure and applications such as email or secure document management. For example, if at boot time it is determined that a PC is not trustworthy because of unexpected changes in configuration, access to highly secure applications can be blocked until the issue is remedied. With a TPM, one can be more certain that artifacts necessary to sign secure email messages have not been affected by software attacks. And, with the use of remote attestation, other platforms in the trusted network can make a determination, to which extent they can trust information from another PC. Attestation or any other TPM functions do not transmit personal information of the user of the platform. 2.3.2 Capabilities TPM can improve security in many areas of computing, including e-commerce, citizen-to-government applications, online banking, confidential government communications and many other fields where greater security is required. Hardware-based security can improve protection for VPN, wireless networks, file encryption (as in Microsofts BitLocker) and password/PIN/credentials management. TPM specification is OS-agnostic, and software stacks exist for several Operating Systems. 2.4TPM Components Trusted Platform Module (TPM) is the core component of trusted computing. TPM is implemented as a secure hardware chip and provides the hardware Root of Trust. TPM has been designed to provide trusted computing based on Trusted Computing Group (TCG) specifications. TPM functions can be implemented either in hardware or software. A secure cryptographic chip (Figure 2) can be integrated on the motherboard of a computing device according to TPM 1.2 specifications (Angela, Renu Mary, Vinodh Ewards, 2013). Figure 2: A TPM 1.2 Chip (Source http://www.infineon.com) A logical layout of the TPM is represented below (Figure 3) along with the TPM components. Figure 3: TPM Component Diagram (Zimmer, Dasari, Brogam, 2009) Information flow is managed by the I/O component through the communication bus. The I/O component handles routing of messages to various components within the TPM and establishes access control for TPM functions and the Opt-in component. The non-volatile memory in the TPM is a repository for storing the Endorsement Key (EK) and the Storage Root Key (SRK). These long-term keys are the basis of key hierarchy. Owners authorization data such as password and persistent flags are also stored in the non-volatile memory (Trusted Computing Group, 2007). Platform Configuration Registers (PCR) are reset during power-offs and system restarts and can be stored in volatile or non-volatile region. In TPM v 1.1, minimum number of registers that can be implemented is 16. Registers 0-7 are allocated for TPM usage leaving the remaining registers (8-15) to be used by operating system and applications (Angela, Renu Mary, Vinodh Ewards, 2013). In TPM v 1.2, number of registers can be 24 or more and categorized as static PCRs (0-16) and dynamic PCRs (17-22). The Program Code, also known as Core Root of Trust for Measurement (CRTM) is the authoritative source for integrity measurements. Execution engine is responsible for initializing TPM and taking measurements. The execution engine is the driver behind the program code. RNG (Random Number Generator) is used for generating keys, nonce creation and to fortify passphrase entropy. The SHA-1 engine plays a key role in creating key Blobs and hashing large blocks of data. TPM modules can be shipped with various states ranging from disabled, and deactivated to fully enabled. The Opt-in component ensures the state of TPM modules during shipping. The RSA engine can be used for a variety purposes including key signing, encryption/decryption using storage keys and decryption using EK. The AIK (Attestation Identity Key) is an asymmetric key pair typically linked to the platform module that can be used to vouch for the validity of the platforms identity and configuration. The RSA key generation engine are used for creating symmetric keys of up to 2048 bits. 2.5 TPM Keys TCG keys can be categorized as signing or storage keys. Other key types defined by TCG are Platform, Identity, Binding, General and Legacy keys (Trusted Computing Group, 2007). Signing keys can be classified as general purpose keys and are asymmetric in nature. Application data and messages can be signed by the TPM using signing keys. Signing keys can be moved between TPM devices based on restrictions in place. Storage keys are asymmetric keys and primarily used for encrypting data and other keys as well as for wrapping keys. Attestation Identity Keys (AIK) are used for signing data pertaining to the TPM such as PCR register values. AIK are signing keys that cannot be exported. Endorsement Key (EK) is used for decrypting the owner authorization credentials as well as cryptic messages created by AIK. EK is not used for encryption or signing and cannot be exported. Bind keys (symmetric keys) come in handy to encrypt data on one platform and decrypt it on a different platform. Legacy keys can be imported from outside the TPM and used for signing and encrypting data. Authentication keys are responsible for securing the transport sessions related to TPM and are symmetric in nature. Endorsement Key (EK) in the TPM plays a critical role to maintain system security. TPM uses a private key EK to generate other keys which are bound to a specific EK. EK should be secured and protected from being compromised. A 160-bit AIK authentication value is necessary to use the AIK by TPM (Sparks, 2007). The parent key used for generating other keys should be loaded first and authenticated by users before TPM can load all other keys. The EK is unique to the TPM and embedded within the tamper resistant non-volatile memory (Angela, Renu Mary, Vinodh Ewards, 2013). Public EK is used for creating AIK certificates and during the process of encrypting data within the TPM. The private key pair of EK is not touched when generating signatures. Multiple AIKs can be stored within a TPM to ensure anonymity between various service providers requiring proof of identity. AIK keys should be stored in secure external storage (outside the TPM) to make them persistent. AIKs can be loaded on to th e volatile memory in the TPM when in use. TPM has a Storage Root Key which stays persistent. Keys are not stored permanently in TPM due to limited storage space. A brief description of the process involved in key generation, encryption, and decryption in TPM is outlined below (Osborn Challener, 2013). A new RSA key is generated by the TPM when a key creation request is initiated by a software. TPM concatenates a value to the RSA key, appends authorization data and then the data is encrypted using the public section of the Storage Root Key and sends an encrypted blob to the requested software. A request is sent for the key to be retrieved from the blob storage when requested by the software program. TPM uses the Storage Root Key for decryption and validates the proof value and password before loading the key into TPM memory. This loaded key is referred to as the parent key and can be used for subsequent key creation forming key hierarchies. The TMP security section discusses in some detail the various ways in which security is implemented and vulnerable. TPM authorization protocols in both version 1.2 and version 2.0 are addressed. Several examples of different types of TPM vulnerabilities are outlined as well as ways to verify the integrity of the system to protect against this vulnerabilities and what the future holds for TPM. 3.1 TPM Authorization Protocols TPM 1.2 Authorization The basic definition of TPM authorization is the process of verifying that software is allowed to use a TPM key. For TPM 1.2 this process is accomplished by utilizing a couple basic commands in an authorization session; typically using passwords or values stored in the Platform Configuration Registers (PCRs) which are referred to as authorization data. The three types of authorization sessions for TPM 1.2 are: Object Independent Authorization Protocol (OIAP), which creates a session that allows access to multiple objects, but works only for certain commands; Object Specific Authorization Protocol (OSAP), which creates a session that can manipulate only a single object, but allows for new authorization transfer; and Delegate-Specific Authorization Protocol (DSAP), which delegates access to an object without disclosing the authorization data (Nyman, Ekberg, Asokan, 2014). Commands are then used to manipulate the keys within an authorization session. Software can prove that it is trusted by sending a command which includes the password hash to verify it has knowledge of the password. Also the locking of non-volatile random-access memory (NVRAM) to PCRs and particular localities is utilized for two different authorizations; one for reading and one for writing. While effective, these authorization mechanisms created a relatively rigid authorization system which make it difficult to administrate the sharing of TPM keys and data (Osborn Chaneller, 2013). 3.1.2 TPM 2.0 Authorization The implementation of TPM 2.0 on the other hand, takes a couple different approaches by introducing enhanced authorization (EA). EA takes methods from the TPM 1.2 authorization methods and improves upon them by incorporating features mentioned in Table 1 below. Table 1. TPM 2.0 Authorization Feature Description Passwords in the clear Reduces overhead in environments where the security of hash message authentication (HMAC) may not be feasible due to its extra cost and complexity HMAC key In some cases when the software talking to the TPM is trusted but the OS is untrusted (like in a remote system), it could be useful to use HMAC for authorization the same way as used in TPM 1.2 Signature methods Allows IT employees to perform maintenance on a TPM by authenticating using a smart card or additional data such as a biometric fingerprint or GPS location. This ensures that passwords cant be shared or compromised by unauthorized users and that an additional verification check is conducted PCR values as a proxy for system boot state If the system management module software has been compromised, this prevents the release of the full-disk encryption key Locality as a proxy for command origins Can be used to indicate whether a command originated from the CPU in response to a special request. Time Can limit the use of a key to certain times of the day Internal counter values Limits the use of an object so that a key can only be used a certain number of times indicated by an internal counter Value in a non-volatile (NV) index Use of a key is restricted to when certain bits are set to 1 or 0 NV index Authorization is based on whether the NV index has been written Physical presence Requires proof that the user is physically in possession of the platform (Table created with information from (Arthur, Challener, Goldman, 2015)) These features can be combined to create more complex policies by using the logical operators AND or OR which allows for the creation of policies to include multifactor/multiuser authentication of resources, limited time constraints for resources, and/or revocation of resources. (Arthur, Challener, Goldman, 2015). 3.2TPM Vulnerabilities When ranked against other standards, TPM comes in as highly secure but that isnt to say that it is immune to all attacks. There are several vulnerabilities that can allow an attacker to circumvent TPMs level of security. The sections below explain a few vulnerabilities that attackers can use to exploit TPM, and the mitigation techniques one could deploy to manage the risk. Dictionary Attack TPM authorization relies on a 20-byte authorization code that is sent by the requestor which if not properly locked down can result in an attacker guessing their way past the authorization. TPM issues guidance on how best to mitigate and prevent these attacks; however, the guidance is not very detailed and rather leaves the specifics up to the implementer. For example, one could implement a design that has TPM disable further input whenever it encounters more than 3 failed attempts. This would effectively prevent online dictionary attacks and has the added benefit of also preventing Denial-of-Service attacks. Weve spoken about preventing online dictionary attacks but where the threat truly comes into play is with an offline-based attack. This vulnerability comes into play when the authorization code is easily guessable, or in other words, poorly implemented. An attacker could observe a given command, the associated Key-Hash Message Authentication Code (HMAC) sent by the requestor and finally, the TPM response back. Since the HMAC is created from the authorization code, session handle and nonces; an attacker can utilize a dictionary attack to try different nonces and authorization codes with the given HMAC algorithm. A match would then provide the attacker with the correct authorization code. This offline attack bypasses TPMs lockout policy and though the attacker but sift through the random nonces and authorization codes, the method is a viable means of attack because it can be reasonably executed given the availability of time and computing resources. The mitigation for this comes down t o proper configuration and ensuring that the authorization code is not easily guessable. DRAM Attack Though this attack is not directly against TPM, it is worth mentioning as it is a viable way to circumvent TPMs security authorization protocols. TPM maintains its keys within non-volatile memory within the TPM component; however, when these keys are pulled by a requestor or requesting application, they are stored within Dynamic Random Access Memory (DRAM). It is well known that one can easily exploit DRAM to extract valuable information (keys, passcodes, etc) with this even being demonstrated against Microsofts BitLocker encryption utility. During reboot, Windows would load the encryption keys stored within TPM into DRAM, prior to even prompting the user. Given this, an attacker could go in and dump the raw memory to an external device, obtain the keys, then utilize those keys to decrypt the disk. This flaw enabled attackers to gain access to data on stolen laptops, even with full disk encryption. This hits on how a system is designed and ensuring that every detail is accounted for. Even if your system has a TPM, it is only going to be as secure as the weakest component within the overall system. OIAP Replay Attack Replay attacks are a method used by many attackers across a multitude of systems. TPM is no exception and is vulnerable to replay attacks based on several characteristics. First, a TPM Object-Independent Authorization Protocol (OIAP) session can be left open for an indefinite period. The authorized session is only closed by the requestor whenever an abnormal message is received and finally, the HMAC that wraps the message can detect alterations to the message but cannot distinguish between a deliberate alteration and a simple network error. For example, an attacker would first capture a requestors authorized command for later use. The attacker then sends an abnormal message to the requestor which then fools it into resetting the session. The requestor is unable to distinguish between the abnormal message and a network error so no concern is raised. Since there is no concern, the TPM keeps the authorized session open, allowing the attacker the ability to replay the previously captured command through the open session. This could lead to the attacker being able to corrupt or even overwrite a subsequent command issued by the requestor. The TPM would not be able to notice this type of attack which is truly concerning based upon the foundational principles of TPM and its assurance of being able to detect unauthorized modifications to data. 3.3TPM Attestations Attestation is the method a platform uses to prove to another platform that it is in a particular configuration by using a digitally signed set of cryptographic hash values which creates a trust between platforms (Fisher, McCune, Andrews, 2011). The network server first creates a cryptographic random value (used to prevent replay attacks) called a nonce, which is then sent to the client. Software on the client then sends the nonce to the TPM and specifies an identity key. The TPM hashes the PCR values along with the nonce and then signs the hash with a private key. The client software sends this back to the server which then verifies the platform configuration by comparing the public portion of the identity key. This process provides hardware-based assurance that software on these platforms has not been modified. (Osborn Chaneller, 2013). Figure 5 provides a visual representation of attestation as provided by (Osborn Chaneller, 2013) Figure 5: Attestation In order for the attestation process to be valid however, it must be able to be proven that the TPM values from the client are not being spoofed. This can be accomplished using a couple of key components: attestation identity keys (AIK), which are created by the TPM and securely stored on disk before being reloaded into volatile TPM memory; endorsement keys (EK), which are hardcoded by the manufacturer into the TPM chip; and a privacy certificate authority (CA), which is a third-party validation entity. The first step of this process occurs when the public half of the AIK and EK is sent to the CA. The CA then uses the public EK certificate to verify that the request comes from a valid TPM by comparing it to a list of all valid TPM manufacturers public keys. The CA then puts the public AIK in a certificate and encrypts it with the public EK. This ensures that the only party that can decrypt it is the computer with the AIK of the corresponding TPM, thus confirming that the TPM from the requesting platform is trusted, and therefore, the attestation method is trusted as well. (Uppal Brandon, 2011). 3.4Application of TPM With the ever-evolving landscape of technology, there is an increased need for faster, more reliable and more secure methods of protecting private and personal data. TPM is a product of those evolving requirements and has thus been incorporated into many different sets of applications. This section will expand upon those sets of applications and delve into how TPM is utilized within the industry today. Encryption One of the most popular uses of TPM is to ensure the confidentiality of user data by providing full encryption capabilities for disks and file systems. The full disk encryption utilizes symmetric encryption with a key created from the users supplied passcode and used during the initial configuration and system boot. This protects against the loss of the disk drive and serves to facilitate disposal or repurposing of the drive since deleting the keys will result in the drive being wiped. The same method is utilized for the encryption of file systems and can be done so to protect specific nodes. Policy Enforcement With Bring-Your-Own-Device (BYOD) policies becoming more and more prevalent within the commercial businesses, TPM has found a use as a policy enforcement mechanism for remote access. TPM can be used to establish trust and verify a devices integrity before allowing remote connection to an organizations intranet. This utilization of TPM is comprised of a series of hashes that measure the predefined sequence of code loads, starting with the boot of the BIOS through the loading of the applications. The chain of hash measures are then compared to the stored value in order to validate the systems integrity. This is very useful for establishing the base operating environment and developing a baseline with which access control policies can be developed. Password Protection TPM protected storage provides a method of storing encryption/decryption keys as well as providing utility management of user passwords. Typically, the password manager retrieves the then encrypted password from TPM, decrypts it, and then sends it to the client application for validation. Since the passwords are usually sent to the client applications over plain-text, this is a serious vulnerability in which TPM can provide a solution for. Using the 20-byte authorization code, a TPM object is created for each user password with this then being saved in the objects authorization field. To verify a password, an application would need to send an OIAP request to access the TPM object. TPMs response to this request would indicated whether the password was correct or not. As a plus, this serves as both password storage and verification with the password never being sent to the application thus eliminating the vulnerability associated with plain-text. 3.5TPM Future TPM is compatible with many hardware and software platforms in use in todays commercial markets and is already in use by several major business functions, to include: Banking, E-Commerce, Biometrics and even Antivirus applications. Looking forward, TPM will play an even bigger role in the evolving mobile market, providing more enhanced security for cell phones, GPS tracking systems, tablets and more. TPM can be used to secure the Mobile Operating System (OS) from being modified by attackers and can be used to further secure authorized access by implementing a hard-coded digital signature solution. For GPS devices, TPM can be used to protect against the modification of system defined location parameters, thus preventing an attacker from adjusting those parameters to satisfy their ends. The biggest constraint facing TPMs implementation within the mobile realm is the space and power constraints on mobile devices. Research is being done on whether a mobile instantiation of TPM should be based on firmware, software or even hardware. A hardware implementation would be the most secure; however, the firmware-based option will likely prove to be the best approach as it will balance the security of the device with the size limitations. TPM is also being looked at with regards to providing security enhancements for cloud-based services. Cloud computing has migrated most of the standard desktop to a virtual and remotely

Tennessee Williams and Cat on a Hot Tin Roof :: Biography Biographies Essays

Tennessee Williams and Cat on a Hot Tin Roof      Ã‚  Ã‚   Tennessee Williams has been described as the most literary of the major dramatists and one of America's best playwrights (Bloom, p.2). He has been praised by critics for his compassionate understanding of the spiritually downtrodden (Gale Databases, p. 8). One of his most famous plays, Cat on a Hot Tin Roof, has been described as his most powerful, and deals with the then taboo subject of homosexuality (Becker, p. 2).    Tennessee Williams, whose real name is Thomas Lanier Williams, was born on March 26, 1911 in Columbus Mississippi. His father was a traveling shoe salesman and his mother was the daughter of an Episcopalian clergyman. He had an older sister, Rose, and a younger brother, Walter Dakin. In 1918 the family moved to St. Louis. Tennessee had a very difficult childhood in St. Louis and was the butt of his classmates' jokes because of his small size and lack of athletic ability (Encyclopedia of World Drama, p. 410).    In 1929, he attended the University of Missouri, and won prizes for writing. He failed ROTC because of weakness in his legs caused by childhood diphtheria. His father removed him from the university just before his senior year because of financial reasons and disappointment in his son. His father got him a job in a warehouse of the International Shoe Company. Tennessee worked by day and wrote by night. He suffered a nervous collapse and spent a month in the hospital. He went to his grandparent's home in Memphis, Tennessee to recuperate. In 1935 he attended Washington University with his grandparent's help. There he wrote plays for the Mummers Theatre Group. In 1937 he attended the University of Iowa, studied under Professor E.C. Mabie, and received his B.A. degree. After graduation, he went to New Orleans after learning of his sister's lobotomy (Encyclopedia of World Drama, p. 410).    In 1939, Story Magazine published his play A Field of Blue Children. In that year Tennessee also compiled four one act plays under the title American Blues that included Candles in the Sun, The Fugitive King, Spring Storm, and Not About Nightingales. He submitted them to the Group Theatre's American play contest and won a $100 prize which aroused the interest of New York agent Audrey Wood. She obtained a $1000 grant for him to finish Battle of Angels which was produced in 1940.

Essay --

Aerogel is a synthetic porous ultra-light material derived from a gel, in which the liquid component of the gel has been replaced with a gas, resulting in a solid with extremely low density and low thermal conductivity. Nicknames include "frozen smoke", "solid smoke", "solid air" or "blue smoke" owing to its translucent quality and the way light scatters in the material. However, it feels like Styrofoam to the touch. Aerogels are solid, rigid, dry materials that do not resemble a gel in their physical properties. Pressing softly on an aerogel usually does not leave even a minor mark; pressing more firmly will leave a permanent depression. Despite the fact that it is susceptible to to shattering, it is very strong structurally. Aerogels are good thermal insulators because they are adept at counteracting the three methods of heat transfer (convection, conduction, and radiation). They are good conductive insulators because they are composed almost entirely from a gas, and gases are very poor heat conductors. Silica aerogel is especially good because silica is also a poor conductor of heat (a metallic aerogel, on the other hand, would be less effective). Aerogels are poor radioactive insulators because infrared radiation passes right through silica aerogel. Aerogels by themselves are hydrophilic, but chemical treatment can make them hydrophobic. If they absorb moisture they usually suffer a structural change, such as contraction, and deteriorate, but this can be prevented by making them hydrophobic. Aerogel was discovered in the late 1930’s by chemist Samuel Stephens Kistler. He accomplished this by the process of supercritical fluid drying. A supercritical fluid is any substance at a temperature and pressure above its critical poi... ...st spacecraft. The particles vaporize on impact with solids and pass through gases, but can be trapped in aerogels. †¢ NASA used aerogel for thermal insulation of the Mars Rover and space suits. †¢ The US Navy is evaluating aerogel undergarments to be used as thermal protection for divers. †¢ Dunlop Sport uses aerogel in some of its racquets for tennis, squash and badminton. The production and use of silica aerogels is nonthreatening to the environment. No considerably hazardous wastes are created during their construction. The disposal of silica aerogels is harmless. In the environment, they quickly crush into a fine powder that is basically identical to sand. Additionally, silica aerogels are completely non-toxic and non-flammable. If they eventually find their way into widespread use, they could eradicate a very large amount of unwanted, hazardous plastic materials.

Driving Age Should Be Increased to 18 Essay

The huge number of car crashes caused by young drivers is an issue which is now being strongly debated in Australia. According to the new research released on 7 April 2010 by Carhistory.com.au, Australia’s most comprehensive vehicle history website, one in ten Australian teenagers have had a car accident (Coffey, J 2010). Due to that serious fact, an idea of increasing the driving age to 18 with a minimum of 18 months on ‘P’ plates has been suggested to reduce the number of teens’ deaths by car accidents. Although that proposal will lead to some inconvenience for young drivers, it can prevent them from unsafe and immature way of driving, which guarantees the reduction on teens crashes. One drawback of the issue that the driving age should be increased to the age of eighteen is the inconvenience caused to teenagers. Driving is becoming essential in modern society, especially for the youth. 16 and 17 year old children should be allowed to drive to get to scho ol or work because taking public transportation is very time consuming, and it is also a big problem for them if they are late from the classes for they miss a bus. Furthermore, country kids who live in areas with few buses or trains and very far from city cannot expect their parents to drive them around every day, so having rights to drive is really necessary to them. On the other hand, everything has two sides. The increase in the driving age to 18 has been strongly advocated due to the fact that young drivers are not able to control the cars safely on the road. One major reason leading to car accidents is the distraction while teenagers drive. Multi-tasking is  becoming popular in many teens but it does not work for young drivers. They chat on the phones, listen to an iPod while driving, and even eat some fast food. They can also be distracted by debating with their friends or changing the radio station (The three top reasons why teen crash cars). Those actions directly prevent them from concentrating on the road, which is able to cause collisions. Even experienced drivers can have accidents when they leave their minds and eyes off the road, and their hands off the wheel. From the research for young drivers of South Australia government, having passengers in the vehicle is a distraction and can increase the risk of a crash. Inattention was reported as the cause of 32% of fatal crashes and 44% of serious injury crashes in 2005 (Government of South Australia 2005). Another element leading to car crashes is young drivers’ inexperience on the road. During the first 500 miles of driving, teen drivers are 10 times more likely to be in auto crashes than any other age group because they are lack of training (Ten tips to keep teens safe behind the wheel 2010). At the age of 18, one gets more exposure to traffic situations and experience in making decisions, so he drives more securely and is less likely to harm others. Moreover, the longer teenagers stay on ‘P’ plates, the safer they drive due to some restrictions like no alcohol while driving as well as the speed limit of 100 km/h even where the posted speed limit is higher (Government of South Australia, n.d.). Therefore, 18 months on ‘P’ plates is a good idea to make young drivers drive more consciously. Another factor leading to the raise in the age of driving is young drivers are not mature enough to be on the road. Firstly, teenagers’ brain does not develop enough to deal with all complicated situations while driving. This is clearly shown by the fact that some parts of the brain do not develop until late teenager, like the prefrontal cortex which is the most intelligent part of the brain and known as the brain’s executive. According to Earl Miller, a professor of neuroscience at MIT, the prefrontal cortex does not grow fully until the age of eighteen, nineteen and twenty (Patterson 2010). Moreover, young people are those who are at an age of demanding the independence, as well as taking part in a thrilling social life. They act at night, travel at a very high speed under the influence of alcohol or drug to show off because of peer pressure. Teenagers are also  irresponsible for what they cause. With the overwhelming desire to experience new more challenging actions, they usually do whatever they like without thinking about the subsequences. This is proved by the fact that the parts of the brain responsible for controlling impulses and considering the consequences of decisions may be under development until well after teenage years (Young Drivers: The Road to Safety, 2006). Therefore, they cause an enormous number of car accidents which result in a significant amount of deaths. In Western Australia, according to the Western Australia Government, young less experienced drivers, especially from 15 to 19 years old, who consume alcohol before driving are at higher risk of crashing than people in the other age groups (Government of Western Australia 2010) In conclusion, the increase in the driving age to the age of 18 with the minimum of 18 months on ‘P’ plates has raised many for and against arguments. For young drivers, that idea is indeed irritating. In spite of that fact, it cannot be denied to help to avoid the raising number in car accidents caused by young drivers because of reckless and unconscious driving. Modern technology such as car was invented to serve the society, but young people are abusing it and causing a lot of regrettable consequences. Therefore, the law of increasing the driving age should be applied as soon as possible to urgently lessen the bad results that young drivers may cause. REFERENCES Coffey, J 6 April, 2010, One in ten Aussie teens have has a car accident, Media release, accessed 13 April 2011, . Government of South Australia, 2005, Road crash facts 2005 for South Australia, Department for transport, Energy and Infrastructure, pp.15, accessed 13 April 2011, . Government of South Australia, n.d., P1 provisional licence, Department for Transport, Energy and Infrastructure, accessed 13 April 2011, . Government of Western Australia, July 2010, Drink driving: Information sheet, Government of Western Australia, accessed 15 April 2011, pp.1. Patterson, L Mar 29, 2010, Earl Miller says younger generation will be better multi-taskers, Earthsky, accessed 12 April 2011, . Ten tips to keep teens safe behind the wheel, Jul 21, 2010, accessed 06 April 2011, . The three top reasons why teen crash cars, n.d., Car accident advice, accessed 06 April 2011, Young Drivers: The Road to Safety, Oct, 2006, Policy Brief, accessed 06 April 2011, .

Ptlls Level 3 Theory Assessment 1

whole 1 PTLLS LEVEL 3 guess ASSESSMENT (1) / JOHN A F BRADY MERCIA 2011 Describe what your agency, responsibilities and boundaries would be as a teacher in frontiers of the pedagogicals / training round of golf. The role of the teacher is to accelerate the acquirement aims of the taught group on behalf of them and their operate provider. Examples of overall learning aims include the sledding of knowledge-based examinations, the demonstration of a skill or competency and, in some cases, a combination of all such elements.The teachers responsibilities are a primed(p) of specific actions grouped to achieve desired learning outcomes. These responsibilities cover two different areas, namely the pastoral and the pedagogic. The former includes disciple health & safety and behavior management, the latter(prenominal) teaching methods and assimilator engagement. In this context, the term boundaries describes the social contract amongst the serving provider, teacher and learn er group. Boundaries are concerned, for example, with work limits and the establishment and policing of codes of conduct.The teaching/training cycle is comprised of five activities, namely- (i) the identification of needs, (ii) lesson supply and design, (iii) teaching the lesson and the facilitation of learning, (iv) assessing learner achievements, and (v) evaluating the contri furtherion make of the teaching methods riding habitd. Identifying needs combines data tranquil before student induction, e. g. returned application forms and observations make at induction, e. g. during ice-breaker activity. My specialism of teaching adults English as a foreign actors line needs to ascertain a students ability to listen, read, talk and write.My role here includes assessing whether a students subject ability is appropriate or would be better addressed in a special needs context. My apprehensiveness of the material and institutional teaching environments ordain also inform how best to leave for students with mobility issues/learning difficulties. Design and planning concerns the pedagogic and the pastoral. For the former, a series of lesson plans need to be devised to enable students to learn the syllabus capability required by the awarding authority. idyll activities include social and institutional induction, e. g. ice-breakers, site-tours, H&S and other professional/ lawful requirements. A lesson is taught by the teacher and learnt by the student. A teaching responsibility is to step-up insight into student ways of learning and to adjustdelivery to further facilitate learning. Consideration of inclusivity, diversity, behaviour and student inter-action will also modify teaching/learning procedure. Assessing adults learning English as a foreign spoken communication is a challenge.The teacher needs to use proceedures as laid down but remain flexible enough to guage nuances between those whose vocal skills may disguise unfortunate written skills vice versa . Assessment essential be systematic, collated and intelligible to others. Evaluation excessively should be systematic and collated with clearly outlined outcomes. Student feedback, CPD and self assessment are critical for the improvement of teaching performance and learning outcomes. (Recommended 300 500, actual 429 words,excluding titles)

Brand Name

As stated in Brand Durability Challenged (201 1) good deal usually tonus connected with and loyalty to the give a bearings that go for been in the market for many years. Credibility, timber and consistency (Moisakos, 201 1) of the grizzly grass force out build consumer loyalty. The connection surrounded by nation and stakes might be the reason wherefore most(prenominal) concourse usually misdirect the kindred thing over and over. This idea can be related to Civilian(2007)gs idea that people usually buy things that they know some beca occasion they feel safe and cosy with, and they think those products atomic number 18 good.According to Westbound (201 0), it has been discovered that to a greater extent than half of the consumers who participated in the la tryout consumer survey distinct what brands to buy at the neckc pilingh. If there argon ii products with same prices, they often choose the one with a brand because many people use it. To illustrate, caviar (20 07) reports that a study by Stanford University found that when the submit same diet was given to children-the only residual being the container in which it was served-, most of the children said that the food that was in McDonalds packaging tasted better.In other words, people control a mind-set that products with brands have better quality than those without brands. On the other hand, according to the article argon you wasting money on brand leans Consumer Reports has done a survey and seventeen portion Of participants thought that name brand food contained to a greater extent than nutritious than other products. However, it is discovered that there are no big differences between nutrition of the tested products which are both brand name products and store brand products. Many consumers are proud of themselves when they use brand names products.These products usually include cars, clothes, and electronic devices. batch have good feelings when buying those products. They f eel confident to go out of their house with Nikkei shoes, Levies island of Jersey, and Gucci bag. Those are common brands for clothing and they are very expensive. plurality go shopping for these brands because they want to show slay and feel rich. A great example is about the t-shirts. Nikkei t-shirts are more expensive than other t-shirt without brand, but people pipe down want to wages more for it. Martin (2003) reports that even though Nikkei is accused of persistence abuse, Nikkei still succeeds in building image of its brand.A lot of people still feel good with it, and they still buy its products. This makes it obvious how much consumers treasure their naming with the image of Nikkei. On the other hand, it is obvious that if a product or a brand has a bad image, not many people get out want to buy that product or that brand because they think that it might lower their look. The image Of the brand is an important factor Of consumers purchasing decision. In the civiliza tion, most people manage to follow the majority because they like to be part of the group.In Caviars article, Dan Goldstein, an assistant professor of trade at London Business School, says that People draw to believe, If Ive heard of a product before, its probably because its everyday, and popular things are good. This iterate shows that people in todays world like popular things. Brand names are usually popular and people purchase them because of their popularity. Advertising is one way to introduce a product to consumers. According to Marksman(2011), people were requested to see a line of electronic bulletin board (BOBBY), but there was also a b in some lines(Bobby).They were asked to count the line with b. Before each line was shown, fifty percent of the respondents aphorism the brand name of the ice tea. After the test was done, people, again, were asked to choose the drinks. The choices are the ice tea and water. People who were thirsty chose to drink the ice tea more t han water. The example can demonstrate that advertising can also be a part of reasons wherefore people choose a particular product. character is not only the reason why people choose to buy a brand name product, but design of sound and logo of the brand name is also another important factor.