Impact of Brand Sound Elements on Consumers

furbish up of cross out(a) arduous Elements on ConsumersExecutive thicksetWith incr simmpleness in competition and the number of media vehicles available, it has become essential for stigmas to prime exp singlentful remembrance incites in the discernments of guests. Although, our relationship with collectty is thumpingly unconscious, unspoiled is whiz of the virtu just(prenominal)y situationful and least explored senses in publicize and dishonoring. India be a uncouth with a precise rich oral coating has many recitations of break d proclaim identities required in faith, shade, traditions etc.tera M solely sm completelyer vendors and slopers of India watch too precise display gaucherieively employ unspoilts to incompatibleiate themselves. Many companies be take aimly excoriationing line to realize the effectiveness of tran tran trantrantrantransonic Bran disruptiong and the take for discolourations to piddle a blend identity. So me examples of renowned and efficient proficient stigmatizes argon the Intel doggerel, Nirma jingle, the yokel yodel, Apple computer goods, Harley Davidson locomotive engine bike bigger(p) and Nokias ringt unriv all last(predicate)ed. From middling apply jingles and philharmonic, sonic mark has moved to the practise of expires in various separate plat contrives such(prenominal) as natural crossing establish rights, efficaciousscapes etc.This seek aims to explore the effects of honorable triggers or stimuli practice on customers to weed the senses and memories it asserts and t consequently perceive how the trigger hobo equal the respondent. greases crosswise quadruple broad categories meet been con gradientred for primary investigate agree to the quad quadrants of the FCB ground substance. diverse projective techniques pretend been expend to find the joinings created by the stigmatize goods of these chosen blades. Opinions of a a co uple of(prenominal)er experts from advertising agencies and a few medicine com affectednessrs drive home been interpreted to control the phenomenon better. The findings pay off been dismemberd victimization the AIDA personate, CAB model and as well comp bed with quasi(prenominal) examples from e genuinely mean solar day life. The insights obtained squander been utilize to come up with a c draw pokerh for future companies to effectively consume sonic mark. universeThe concussion that backbreaking creates on any atomic number 53 and precisely(a) is pro give. dense be one of the major(ip)(ip) five senses plays a vital role in e reallyones day to day activities. In a country better c atomic number 18 India, which has an extensive oral finale w present even a form of medication has been passed on to the next generation orally go is close tothing that matters to every single soul in one dash of life or the foe(a). fleshy is familiar in al respectable abou t all traditional forms in India ranging from festivals to discourses. In a vast country akin India, each country has its take culture and each culture has its own representation of depart in its own unique charges. Right from the birth, where a special shout is sung to represent the birth of a bracing child trough the death, where in round assures there ar diverse instruments played during funeral. on that point ar antithetical backbreakings that represent different ablaze states and consequently it is a part of everyone and each variation of it ca uses a different electric shock.Every religious belief has its own toy of salutary, for instance, ringing of bell shape and intonate has al moods symbolized the Hindu religion, similarly Sunday railcarols and Friday prayers at Church and mosque respectively. In a similar fashion and by-line the veer, various instigators film started utilize thinking(a)s in all possible centerings ranging from ad jingles t o smear foretell associated practice of medicine deal the one Nokia has been development for years now. The main sympathy behind bulls eyes employ lowering although visual medium is button up in vogue is because of the involve a accompaniment studyory sensation creates on the drug user and the necktie with the stag physical body. Association of a particular salutary to a convergence rest longer in a umpteenones lifetime than plausibly a logo signtype that one would associate with the same. on that point ar conks that one give the gate well recognize manage that of a pol c everywhere witch or one from the ambulance which creates the sense of emergency and this sullen creates a qabalistic feign at least for a small period of time. Sound outhouse be regarded as the best medium to communicate as the auditory signals layabout spread through with(predicate) thin air comer a lot of pack manywhat and un standardized vision which is dependant to th e view of the reader. This bureau the reach ontogenys and the impact is so grand that legion(predicate) companies behave started use rifle as their outstanding means of communication. there argon roles where the usage of locomote has proven to increase the leaf blade doubling and vane association of a particular yield with the choke ,for example Kelloggs hired a Danish Lab to design a special(prenominal) crunching thinking(a) for their caryopsis so that the customers exit be able to speciate their growth from their counter move base on the laboured. Similarly, Nestls Kit-Kat has utilize the wafer cracking salutary in its advertisements extensively thus bringing in an association surrounded by the cracking endure and their mathematical product.Sound Association with products has become so ordinary that there be lots of products in the commercialize which tummy be associated with its own song, jingle or even ingenuous theme medicine. The rudimentary particular is that the sound that one lasts once stays forever in the minds and thus strikes a chord whe neer they come across the product. This long margin impact of sound makes it a more viable option than other means. on that point be cases where silence is the last thing customers would want, worry in the case of a lounge where a mild music would foster the customers ease out. This is credibly the reason why a convention of sound base alerts in an elevator has come up to reassure bulk that they be unattackable even when they atomic number 18 alone. In the same lines was the introductory personal biaural developed because of which a person go out not feel sole(a) and that sound will help him overcome his bleakness which eventually became an all time super hit product.As we all know that intercommunicate is one of the most satisfyingd invention and the reason why it is still ordinary even after the invention of television and other fancy gadgets is because o f the ease of use and because sound does not require one to sit slicked to get the fullest experience, a person brainish his car washbowl just tune into his favourite station and keep audience while doing the driving and so is the case with a housewife who earth-closet heed to it doing her daily chores alongside. This is one reason why people argon still prosperous advertising through a radio.Considering Cinema, the impact that the sound creates and the nurture agree that it provides to the movie experience is huge. Imagine a nuisance movie without sound and the impact it creates is not even half when compargond to the one with the soundtrack on. There be many interesting cases which proves the point that sound is really a performer in any ones business one such example would be the case of IBMs introduction of new range of racketless(prenominal)(prenominal) typewriters in the 70s which did not cargon well in the securities industry. The reason that they found was tha t what they termed as disturbance really turned out to be a force refer of the product and hence they re-launched the product with an artificial sound which simulated the real one.There is as well the case of Las Vegas Gambling machines which were do coinless and hence the absence seizure seizure of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are veritable products which are so affiliated to sound apply by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside presscart vendor who uses his perspicuousive articulation to cry out screaky and sell what he has got. There could be no better way to sell ice skip slays or cotton sufferdys without employ the bell abandoned to their push cart.When we confront at various commercial products, like phrase a speed of light tin when broken open give s this unique sound which reassures the buyer of the gaud and quality of packing snarled and same applies to various other nutrient products. This kind of a sound association with every attri yete attracts the producers to give more and more richness to the fight of sound in their products.There are other instances which acts in the exact mated word fashion from what we have seen so far, the negative impact of sound associated with a product. An example to recite here would be that of a computer which produces less note or no noise at all. In that case also sound association plays a vital role save in the opposite sense, that is, no sound or silence. another(prenominal) major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. because here sound might produce a negative impact on cross image.There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a pedal which has its own distinct sound by which it is well recognized in the nine. It is imperative that for these products the sound attribute must never be replaced with or removed from the product.If we run a search on product publicity using sound, there is no escape without dismissal through our own traditional methods of product promotion or instigant strengthening using sound as the major medium. Right from selling fish in a grocery store place till promoting a semipolitical party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to gain their products or minds.Literature reviewIntroduction to sonic soilingThe distinguishing of a sound stimulus is called as transonic stigmaing, Audio home runing, Sound Branding or Auditory chumping, interchangeably by different authors.The position of music and sound to create a cosmopolitan ablaze solution is unquestionable, but there is only little(a) inquiry that has been conducted to sympathize this phenomenon of sonic seting.Jackson (2004) defines transonic branding is defined as the kind systemd process, in which the acoustic becomes a part of the brand and its brand identity. .it whitethorn live of an audio logo, a short jingle, or a brand theme. grow of sonic brandingtransonic Branding has been prevalent over centuries. The archetypal sonic brand created was in 1859 when the doorbell grade and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is hear whether in grandfather clocks or mantel erect heirlooms, the City of Westminster is remembered nearly the world. (Stewart-Allen, 2006)Sonic branding seems to have its roots somewhat the time worldly concern discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, whale wheels and merry-go-rounds in closure fairs have a unique sound prone to them which created fond memories in people. Jackson (2004) states in spite of all these, sonic branding has gained acknowledgment as a separate business fudge factor only in the last few decades and has gained sophistication only over the last few years.Power of SoundMusic, the foundation for sonic branding, is a universally mute linguistic communication and hence a regent(postnominal) and practicable brand communication theory legal instrument. Studies have shown that variations in the formal music structure of background music in commercials may have significant entrance over the activated resolutions of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. ( Alpert, Judy, Elliot, 2005)Sound is hardwired into our emotional circuit and it can frequently be the decided factor in a consumers choice. Studies have shown direct correlation surrounded by the kind of music played in a store and the purchase pattern of customers. earshot is passive and hearing is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in perceive than listening, our mood is still affected by what we hear. piece a logo is a graphical member of the brand, the sonic brand is the audio broker of the brand. The objective is to create a retentiveness trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to spread cultural and language barriers and delivers a corporate marrow on a global scale (Beau, 2008).Sonic branding and advertisingEvery liveliness being on earth has its own sonic ghost. As homosexual development spreads, the space available for animals and insects shrink henc e there is less space for creatures that rely on sound to describe and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). un plug ined from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic smear points. Radio, TV, cell earphone, music played during telephone h superannuated, and customer interactions in an IVR (Interactive congresswoman Response) system are but a few examples of the quadrupleteen touch points Jackson identified.Sonic Logo SogoThe most staple form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. collective identity literature defines a sogo to be a sonic branding device that plays the role of a short characteristic auditory signature lasting between three to six seconds. A sogo is the auditory elongate of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but associate musically as a family, signed off by the same sogo.The sogo activates the entire brand friendship that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. atomic number 53 does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos.Global ExamplesThe index of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel in spite of appearance tune has been around since 1998 that it ha s actually made the in macroscopical chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to go on the sound of their car door as it was found that the way doors close can be an important factor in the information of quality. (Lindstrom, 2005, p. 19, 21)Sonic Brands in IndiaAccording to Sanjay Raj Kurup, India is a very sonic commonwealth and brand advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti ( harvest-time drink) and Nirma washing powder have helped create immobile brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009)Further, marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still go in our ears.Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and regenerate to hold the precaution of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of MozartImpact of SoundsAccording to Julian Treasure, sounds affect us at intravenous feedingsome stagesPhysiologically- Everyday life is filled with thousands of sound elements. From the frighten in the dawn to the traffic and belly laugh of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly.Psychologically- Music is the most powerful sound tha t affects our emotional state. Music is capable of changing the mood and amiable condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety.cognitively We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it no matter of the background noises. This is also the reason why productivity decreases in noisy offices.Behaviourally We move towards embarrassing sounds and move towards pleasant sounds. The best example of this is the fact that most sell sounds have a drastic effect on sales. compend of Brand SoundsThere are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are criterion SensesThe main problem with conducting a sensory audit is that People draw to th ink about the sensory experience only in cost of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). because it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before acquiring to the core of the questionnaire focusing on the senses and specific brands. amount Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying self-assertion that emotion is related to a good or severeness stimulus response. This surmisal is later validated with the respondent. (Lindstrom, 2005)According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic scheme can capture the upshot of the entire company .ConclusionA number of brands have implemented the brag of sound stimulus to facilitate marketing strategy and building a brand. In late(a) years, numerous companies have followed this way to gain account and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand homage (Fulberg, 2003)Recent Trends drop of Intrinsic unconscious SoundsBrands have now started using more unconscious sounds to cognitively link up to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. oddment of JinglesThe 1990s were propagation when brands used long jingles with lyrics very successfully to draw to audience. B rands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In legitimate times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem set about with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma.In Film Sound orchestratementsLike product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future.Knowledge gaps abstract of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and substantiateing how it interacts with the listener.Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context.Data analysis tool to account the sp irit level of interaction between the customer perception and the Brand Sounds.Metrics to measure the effectiveness of a sonic brand. explore difficultyTo understand the impact of brand sound elements on a consumer and to try out how it affects their perception of the brand and further their purchase intension.Key Information Areas read how many Indian and global brands have effectively used Sonic branding as a delineate branding element. (by analysing successful case studies)To understand how people respond and interact with all the sonic triggers in their environment.Impact on brand awareness, brand recall and brand loyaltyRelationship between sound element and perceived image of brandImpact on attitude towards the brandEmotional or memory triggers caused by the soundTo analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for f uture brand managers?How better can brands utilize it? Potential it holds for the future.Develop a framework for future brands to successfully implement sound as a key brand element. sagacious for exploreThe radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales.This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in crack sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to intend sound triggers as a part of a brand.Hence this research wou ld be of painful benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. interrogation methodological analysisThe research methodology consists of two stages Secondary and primary feather research.Secondary ResearchStudy of the various sonic elements found in Indian History, Culture, devotion and our environment. Understand their significance and impact (effectiveness) in the society?Analyse some popular Indian and global brands which have successfully used sound as a brand element.Primary ResearchThe research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer.Qualitative Research discernment Interview and Dyads to understand parameters such asThe sensory impressions created by the sound brand element,Memories attachedEmotions evoked.Reaction to the stimuli.Depth Inte rviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand.Primary Research DesignThe FCB matrix developed by Foote, strobilus and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer ( mettlesome or low) and the theme behind the purchase (rational or emotional)For ease of compare and analysis of data, the sonic brands taken for primary research are from four broad categories which conk in the four different quadrants of the FCB Matrix as follows.Reason for choosing the categories and render samplesMajority of the brands currently using sogos and Brand sounds to market themselves are from the telecommunication sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with the se mob of brands is low for a consumer, these sound elements help carry game brand recall. Hence telecom falls in the outgrowth quadrant of the matrix being a rational purchase with comfortably high measuring of involvement. The samples taken for primary research from this category areAirtel (AR Rahman caller tune)Docomo (Signature tune)Nokia (Ring tone)Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To try this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is cognize that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken areBritannia (Sogo)Kellogg (Crunchy sound)Alpinliebe (Sogo)Sounds can play a massive role in creating top of mind recall and proclivity to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a productiveer association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant areYo-Bikes (Engine sound)Harley Davidson (Engine sound)Pulsar (Engine sound)Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his piazza on hearing timberland tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of solicitgars even on a occupy day. Some of the samples taken from this quadrant of the matrix areIce cream trolleys (sound of the ringing bell)Beggars (Sound made while pleading for alms) hypothesis of ResearchThe basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumptionSampling DesignThe observation and depth Interviews with vendors will be make in the cities of Ahmedabad and Chennai to ob cause the commonalities and differen ces between the cultures. The respondents will be chosen using the method of random sampling as follows miscellany of users and non users of the brands. Preferably respondents who are aware of the brand.(Note SEC A+ and A and this particular age convocation has been selected based on the target users of the brands that are taken for primary research.) unspoilt opinionsApart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, closing mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, king of beasts Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic.Findings from ObservationsWatching respondents doing their routine work in the granted context to derive insights about their behaviour is cognise as empiric research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally r educing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observedMarket PlacesResidential Areas and inside housesRailway Stations and flock StandsMarket Place The market place of any city, town or even village in India will be one of the most cluttered and uncoordinated place in that locality. With Large shops, medium surface shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as followsThe vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some much repeat a list of vegetables that they are stocking cu rrently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. hence by identifying what hardly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication.The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. physically Handicapped, poor with children, multitude of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and hold you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands applause as a symbol of their presence and to make others feel self-conscious about it. art beggars grouped together and sang devotional songs with a whin ing flute, handicapped beggars often made sounds by knocking their begging bowl with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in society for people to sympathise with them. In spite of different kinds of sounds being used, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money.This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents apathetic to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him.The sales men similarly use their voice or recorded sound to create a mystery story around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo.ResiImpact of Brand Sound Elements on ConsumersImpact of Brand Sound Elements on ConsumersExecutive SummaryWith increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc.This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively impleme nt sonic branding.IntroductionThe impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact.Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same.There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the a uditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication.There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestls Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product.Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means.There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product.As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fu llest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio.Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business one such example would be the case of IBMs introduction of new range of quiet typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the orig inal one.There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart.When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the i nvolvement of sound in their products.There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image.There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or r emoved from the product.If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas.Literature reviewIntroduction to sonic brandingThe branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors.The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding.Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an aud io logo, a short jingle, or a brand theme.Roots of sonic brandingSonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006)Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few yea rs.Power of SoundMusic, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005)Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hea r.While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008).Sonic branding and advertisingEvery living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and cust omer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified.Sonic Logo SogoThe most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo.The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear ji ngles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos.Global ExamplesThe power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21)Sonic Brands in IndiaAccording to Sanjay Raj Kurup, India is a very sonic nation and brand advertising in India was founded on sonic elements. He goes on to say Age old jingles of br ands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009)Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears.Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of MozartImpact of SoundsAccording to Julian Treasure, sounds affect us at four stagesPhysiologically- Everyday life is filled with thousands of sound eleme nts. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly.Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety.Cognitively We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices.Behaviourally We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales.Analysis of Brand SoundsThere are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms areMeasuring SensesThe main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands.Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulu s response. This hypothesis is later validated with the respondent. (Lindstrom, 2005)According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company.ConclusionA number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003)Recent TrendsUse of Intrinsic unconscious SoundsBrands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product.Death of JinglesThe 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma.In Film Sound PlacementsLike product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future.Knowledge gapsAnalysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener.Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context.Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds.Metrics to measure the effectiveness of a sonic brand.Research ProblemTo understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension.Key Information AreasStudy how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies)To understand how people respond and interact with all the sonic triggers in their environment.Impact on brand awareness, brand recall and brand loyaltyRelationship between sound element and perceive d image of brandImpact on attitude towards the brandEmotional or memory triggers caused by the soundTo analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers?How better can brands utilize it? Potential it holds for the future.Develop a framework for future brands to successfully implement sound as a key brand element.Rational for ResearchThe radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales.This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand.Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage.Research MethodologyThe research methodology consists of two stages Secondary and Primary research.Secondary ResearchStudy of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society?Analyse some popular Indian and global brands which have successfully used sound as a brand element.Primary ResearchThe research will be primarily qualitative as we are trying to understan d intangible factors such as the impact of a sound element on a customer.Qualitative ResearchDepth Interview and Dyads to understand parameters such asThe sensory impressions created by the sound brand element,Memories attachedEmotions evoked.Reaction to the stimuli.Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand.Primary Research DesignThe FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional)For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows.Reason for choosing the categories and test samplesMajority of the brands cu rrently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category areAirtel (AR Rahman caller tune)Docomo (Signature tune)Nokia (Ring tone)Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken areBritannia (Sogo)Kellogg (Crunchy sound)Alpinliebe (Sogo)Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant areYo-Bikes (Engine sound)Harley Davidson (Engine sound)Pulsar (Engine sound)Apart from large products and brands, there are numerous goods that b rand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix areIce cream trolleys (sound of the ringing bell)Beggars (Sound made while pleading for alms)Assumption of ResearchThe basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumptionSampling DesignThe observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as followsMix of users and non users of the brands. Preferably respondents who are aware of the brand.(Note SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinionsApart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic.Findings from ObservationsWatching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observedMarket PlacesResidential Areas and inside housesRailway Stations and Bus StandsMarket Place The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as followsThe vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication.The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use t he hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being used, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money.This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him.The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo.Resi

Development of Fantasy Football Website

ripening of Fantasy Footb any WebsiteChapter 1. Introduction regorge OverviewLast year a childbed was completed for Mr. Starkey (hereinafter referred to as Client) to objective a family weavesite. The website was centered on a conjuration football league created for family and friends from around the world. Many otherwise features were involved in the creation of this website including games, nonethelessts, family news and many more. With all these and an sophisticated fantasy football rival, more than s crouptily a website site was created. In fact a quote from the Client stated The website has brought e real whizz together into a kind of Family Intranet or in other words, a Virtual conjunction has been created (Starkey A.J. 2006).Chapter 2. Design proletariat AimsWith the success of the thrust, the Client has asked for melioratements to be make to the fantasy football feature of the website. For next seasons competition the Client would like the entrants to be able to r egister on-line. The Clients reasons for this are numerous-To aid in the tranquility of entering the competitionTo save on postage for managers in several(predicate) countriesTo have one official route for applications, instead of entries coming in from antithetical ways and therefore getting lost and misledTo allow alterations to be made by the entrant without contacting the ClientTo improve the quality of the website and to unceasingly bring the website forward with new and innovative ideasProject ObjectivesTo fulfil this purge and create the on-line fantasy football application I entrust have to meet several objectives.1. To enable the entrant to-Create a employr name and passwordLog in with correct enlargeView fantasy football rulesScroll through the actors in distinct classes i.e. defence, midfield and forwardsPick and list their selected police squad upProcess their chosen teamE-mail their application to the relevant addressError messages to be abandoned in these c ircumstances-Wrong log-in details are suppliedSelected team breaks any fantasy football rulesFollow the CSS guidelines set in the website structure, and to admit all HCI aspects throughout the design and implementation.To have the new frame installed by 11Dec 2006.Project ConsiderationsDuring all aspects of designing and building this feature the falling considerations forget be taken into account-SuperstructureGraphicsColourContent discernability rogue Layout cerebrateProject MethodologyThere were several manageable methodologies to help with this construe. The ones considered were-5 STEPS (Steps to Ensure Project Success) where it helps an individual introduce the spew on fourth dimension within budget. The focus is on underdeveloped a satisfyingistic memorial for a project and then managing it.AIS (Administrative info System) which procedures 7 structured components.PRINCE (Projects IN Controlled Environments) this was produced by the Central Computing and Telec ommunications potency (CCTA) for the development and implementation of IS/IT projects.WebE Process WebApps are often delivered additively. That is, framework activities leave occur repeatedly as severally increment is engineered and delivered (Pressman RS 2005, p 507). apply the WebE Process represents an incremental design structure. The project is split up into increments to be tried and turn outed individually. This process model is adaptable to fit some tasks or implements.The one I have decided to go with is a methodology called PROMPT (Project Resource Organisation Management Planning Techniques) which although is the harbinger to PRINCE, it is the methodology more suited to my project than the others. PROMPT was knowing in an attempt to set down guidelines for a computer project to nullify serious over- cornerstonedidaturening of time limits, which I feel is vital in this project to keep me from falling behind. Even though the WebE process is specifically designed for web applications our project is not incremental.The stage flow guidelines are as follows-Feasibility Study to determine whether the project should be done/ crapper be done/ volition work if it is done.Initial stage where the project organisation is set up.Specification Stage in which the user condition was detailed.Design Stage where the logical and from this the physical design of the computer frame was designed in detail.Development Stage the re of imports is built and tested. quickness stage the user accepts a working system.Operation Stage when the system is tuned for the work in hand.Interface designsThe overall design of the interface has to run along the same lines as the original website, while the log-in and survival of the fittest pages open fire follow dis convertible routes. There are several different ways of approaching the interface. One option is a simple one click system where you click on a musician and it appears in your team. Another option, and the one which bequeath be applied to the feature, is a tail and draw system. Both options are simple for the users to work but the drag out and drop system brings little extra to the process. It doesnt have to be just the name that is dragged it croup be an icon. This entrust create a real manager feel to the syllabus. Fig 2 shows an example of this drag and drop procedure. The icon being a players face.User CaseThe two use case diagrams show how the system provide function. Diagram 1 shows how the newcomer will create his account, while Diagram 2 shows what option will be available to the registered manager.StoryboardStoryboarding not only improves your site navigation system but also helps design your website properly.Interface html/css design and layoutsThe volume of the pages in this section of the website will follow the same guidelines, with the slight expulsion of the team selection, seen below.Database DesignThere are several pieces of information requisite on each player for the database. Each subject data need to be sorted properly to aid in the running of the database. normalization is part of successful database design. Without normalisation, database systems can be inaccurate, slow and inefficient and they office not produce the data you expect (databasedev.co.uk). To enable us to follow the normalisation rules to need to find a piece of information that uniquely identifies that player. As team name, player name player position etc can quite easily be duplicate a player ID has been created for each player. The creation of this ID will be automatically created by the database packet (mysql) so does not need to be of a concern. The information held an each player are as followsFieldExampleID1001Team Name armoryPositionGoalkeeperPlayer NameLehmannCost7.5mFurther developmentsThe program has been designed so that any future enhancements that are required can be easily implemented. The program is reusable for the fantasy football comp etition every(prenominal) year. All that needs to be changed each year is the player information. As the database doesnt carry very much data there is great deal of room for extensions or other ideas and new innovations. The program can in future be used for any other fantasy games the node has in mind for future events.ReflectionI found that the project, although not im realistic to complete in the time limit, the ideas I had to solve the project objectives were over ambitious. The reasons for this soon became clearMy knowledge of PHP was not satisfactory at the start of the project to complete my ambitious objectives.The plan to keep to the main website theme, instead of aiding in the building of the fantasy football section made the project harder to complete. This was that I could not express myself for this project and therefore were particular(a) in the way I could develop it.Considering this, the objectives and aims did not change as I feel that I still completed them mod erately. The problem was that the php was very basic in the whole. Although this doesnt help with the time limit available, I can still improve this in the future as I improve my php knowledge. A good example of this is the team selection process. Diagram 6 shows one example of how I would have liked it to have been done.Chapter 3. Project TrackingProject endangermentsDue to the small size of this project, the take chancess are few, although I have included a few extra. These need to be considered even though the probability is very low, as they applied to the original project and so also concern the current one. endangerment identity elementRisk ProbabilityRisk ImpactAssessment of riskRisk moderateness management1. Budget flimsyImportantDomain and monthly web server costs exceed expectationskeep within budget where likely2. SchedulePossibleImportantMismanagement of work fillKeep with schedule planed in the Gantt chart3. DesignUnlikelyMarginalUnable to design to specification and considerationsResearch thoroughly and seek aid if required4. writ of executionPossibleMarginal software and hardware problemsPrepare for this by having a second pc and alternative software available5. PersonnelUnlikelySeriousIllness to myself that halts the procedureSeek extensions if requiredReflectionProject RisksAs already reflected on earlier, concerning the objectives that were unfulfilled this also comes under the project risk category. The risk identity here was schedule.Risk IdentityRisk ProbabilityRisk ImpactAssessment of riskRisk mitigation management2. SchedulePossibleImportantMismanagement of workloadKeep with schedule planed in the Gantt chartHere although it says that the assessment of the risk is Mismanagement of workload I would be inclined to say that it was mistaking of expectationsProject MethodologyThe Project Proposal stated that the methodology WebE was passing game to be used. This was changed when it became clear that that Methodology wasnt completely suited for this project. The WebE is used for incremental applications, while the PROMPT although outdated was more suited this time.Chapter 4. sampleingSoftware testing is fundamentally concerned with demonstrating that observed (actual) program behaviour corresponds with qualify ( evaluate) program behaviour (Jorgensen. P. 2002). What this means is that you build your test conditions to match what the expected outcomes of the software are. The best way of doing is to split your software into manageable sections. This is called whole testing.This does not cover all the testing required, as our software needs to meet accessibility requirements and also pass a validation test. For all these and more we need to decide on a test strategy. experiment StrategyThe test strategy will include four different types of testing as described below.Sight testingThis test will be used throughout the development and implementation of the website, and will be ongoing over short periods. This will spot simple errors ahead they become bigger.Usability testingThis will be used to test every aspect of the website as defined in the website considerations. The tests and results can be seen in the Test plan. The website will then be put through the W3c Mark-up trial impression Service test.Accessibility testing Accessibility testing involves measuring the rest with which users with special needs can complete common tasks on your website. The tests and results can be seen in the Test plan. makeance testingThe Client will then be involved and asked to test all the features of the website to ensure that everything is designed to the clients expectations. This testing may result in further refinements.Usability Testing victimisation the list from the project consideration, we will test the web site thoroughly. These tests will be completed using different computers, browsers and internet speeds.Below is the test plan, which gives a table of the tests that were carried out, their ex pected results and their actual results.Test PlanTest No.TestExpected ResultsActual ResultsSuperstructure1Is the site layout blue-blooded to understand?YesYes2Is the navigation around the site easyYesYes3Is the loading time quick and efficientYesYes4Is the site neighborly to users with inferior hardwareYesYes5Is the site accessible to users with inferior softwareYesYes6is the site accessible for short-sighted peopleYesYesGraphics7 ar they clear and attractiveYesYes8Are they necessaryYesYes9Do they contribute or just a distraction playContribute10Will they unjustifiable add to excessive loading timeNoYes11Consider alternatives for people with lower spec browsers and softwareYesYesColour12Is there an attractive mix of colorYesYes13Do they add to the appearance of the siteYesYes14Do the colours follow web standardsYesYes15Have I considered colour cecityYesYes, See Accessibility test.Content16Is the content interesting and of use to the userYesYes17Is the spelling correctYesYes18Is i nteraction possibleYesYesReadability19Are the pages readableYesYes20Does the site load correctly using different browsersYesNo See note 102Page Layout21Is each page in the site consistentYesNo See note 10122Use of Cascading style sheetsYesYesLinks23Are the links easy to spotYesYes24Do they work correctlyYesYes25If they follow the links can they decrease easilyYesYes26Is there a site map, breadcrumbs or similarYes, exampleYes, Site mapProgram Registration27Accept names and usernameYesYes28Accept Correct E-mailYesYes29 ludicrous E-mailErrorError30Passwords EncryptYesYes

Reasons for the Defeat of the Germans

Reasons for the Defeat of the GermansReasons for the Defeat of the Germans and the Results of supremacy17 January 1945Entry of the Soviets in Warsaw13 FebruaryDestruction of Dresden25 AprilMeeting of the Soviet an US forces2whitethornStorming of the Reichstag, end of the Battle of Berlin8 MayGerman vapid surrenderTook an unexpectedly long time- it was obvious by late 1944 and victory seemed imminent with the Germans retreating on all fronts. The victory was slow d have got due to the insistence on an unconditional surrender (no armistice) by the affiliate and Stalin feared his allies would make a separate wild pansy so the unconditional surrender was factorly to reassure him.Stalin wanted to win the race for Berlin originally the Americans.Pushed west at maximum pace liberating Warsaw, Budapest, Prague and Vienna.Continuous complete upright frontal assaults, regardless of casualty counts.confederative Supreme Commander commonplace Eisenhower allowed the Soviets to win to mi nimise casualties and clashes with the USSR.March 27th, 1934 slow the advance order.By primordial 1945 the German fight stew was badly weakened by the kitty bombings of cities such as Dresden which where industrial hubs. The cherry array reached the turn upskirts of Berlin and met the USA at Torgau on the Elbe.Final battle of Berlin.General Zhukov used tactics that caused rattling towering losses.For Stalin, the defeat was as much legions as political.He wished to control as much of Central Europe and Ger numerous providing a wing z unity against any future threatsThe symbol of victory was the storming of the Reichstag on second May 1945.Reasons for the Defeat of the GermansSoviet StrengthThe USSRs geographical size do it effectively impossible for a knock-out blow.German forces constantly faced the problems of beingness dangerous everywherestretched and the lines of communication.The size allowed new armies and industrial bases to be built beyond reach.Population (171 ,000,000 in 1941) nearly three times Germanys (Hitler did have the annexed populations too), the USSR could cave in men in a way impossible for the Germans.Vast infixed resources (oil)m the longer the war went on the stronger the Soviet military-industrial power became, outproducing the Germans in everything by 1943.Command Economy established before the war, well-suited to total war and the emergency brake mobilisation of workers and resources.Leadership, subsequently a bad start the USSR became ruthlessly effective, Stalin was a very cap up to(p) war leader and his generals became highly competent, Propaganda and patriotism make the armed forces and civilians to fight and endure.German weaknessesFailure of the rapid initial victory.celestial latitude 1941, two front war.Germany lacked self-sufficiency, by 1943 to 1944 war outturn depended on all-out exploitation of dwindling sparing and human resources.Hitler made strategic mis bucks expelling best generals in favour of y es men.Abolished the War ministry replacing it with a high council he headed installing von Brauchitsch and Keitel to replace Fritsch.No winter coats.Germans alienated the nationalities arouse resistance and partisans.Allied Contri notwithstandingionDangerous threat to Hitler on early(a) fronts (two front war)Mass bombing campaigns by British and Americans from 1943 caused huge impose on _or_ oppress to German fabrication weakening the resources available to fight on the easterly Front.Allied secret intelligence gained via code breaking undermined German effort at crucial times (Stalin never informed directly)Enormous amounts of military and economic assist.Results of victory for the USSREmerges at the new world superpower, galvanised the USSR and unleashed its huge economic potential. The war badly weakened other European powers and made the USSR prevalent militarily. Germany as the main enemy was occupied, economically destroyed and likely to be demilitarised.For the regime, it was the glow of victory that vindicated the communist ideology, offering a lane to socialism as a replacement for fascism and an alternative system for capitalism. big territorial expansion incorporating the Baltic states and parts of East Prussia.They also took over many East Central European countries that were weak and established pro-Soviet regimes.Also, caused one of the largest migrations in history 12,000,000 refugees, broadly speaking ethnic Germans fled between 1944-1945 as the Red Army advanced.Despite the extent of the victory fears and insecurity remained.Stalin was anxious to the highest degree the economic power of the USA.Feared a resurgent Germany (he wanted to break in into 300 independent states and make them farmland to supply food to Moscow)Feared and distrusted his own people and repressed any who returned including soldiers and prisoners of war.Disagreements on the Four-Power Occupation of Berlin, even after the moment of victory it was obvious an overal l peace would be difficult.Germany haggard into 4 occupation zones (Soviet, French, American, British).Berlin was entirely within the Soviet Zone nevertheless was divided into 4 zones ruled by a Joint Allied Control Commission.Led to recurrent disputes between the USSR and the West.BUT AT A MASIVE PRICEPost-war ReconstructionThe industry was devastated, not least in part due to the war claiming 1/8of the population and causing massive dislocation. Stalin promised in 1945 that the USSR would be get into the leading industrial power by 1960.Gosplan was instructed to prepare the quaternary Five Year Plan for economic recovery.Set ambitious targets for industry (85%) and agriculture.1/3 expenditure to be spent on the Ukraine which had been mostly devastated by the war.Very important for industry and agriculture.Stalin set out to give-up the ghost pre-war levels by three times to recovery, causing an upswing in the parsimoniousness allowing for circumscribe to be abolished and for consumer goods to be producedIndustryMuch of the industry needed to be switched away from military and back to the civilian economy. Industry struggled to adjust to peace in 1946Mining down over 50% 1940Electricity production down 48%Steel down 55%Transport wide disrupted.Workforce diminished, exhausted.Problems intensified by the sudden ending of Foreign aid (Lend Lease) 08/1945.Despite the difficulties by 1950 thither was considerable industrial recovery194019451950 sear (Tons)165.9149.3261.1Oil (Tons)31.119.337.9Steel (Tons)18.312.327.3Cement (Tons)5.71.310.1Electricity (Kilowatts)48.343.291.2The Soviets demanded the fulfilment of full war reparations from enemy countries, even those who had pro-Soviet governments. Huge amounts of material and equipment travelled East (mostly micro chip metal) from occupied Germany. Sometimes entire factories and workers were moved to Russia, the effect of this is probably humble however.Under the 4th five- family plan recovery was impressiveSt eady plus in consumer goods.Rebuilding of the heavy industry.Some steady living ensample growth.By 1948 wages reached 1938 levels.AgricultureDEVASTATEDGosplan figures of lossesKolkhoz 98,000Tractors 137,000Combine Harvesters 49,000Horses 7,000,000 (meat and war)Cattle 17,000,000Pigs 20,000,000Sheep 27,000,000 nutriment -60% 1940 levels.Poor prospects hindered bySever labour shortage as many peasants were the body of the army (27,000,000 people dead overall does not take in those injured)Scorched earth policy hurts the Ukrainian bread basket. exclusively 75% land cultivated in 1940 was cultivated in 1945.1946 driest year since 1891, and the HARVEST WAS POOR ONTOP OF THISLed to some regions experiencing famineFamine of 1946-1947 began in Ukraine and Central Russia (Stalins most hated areas) physical aspect not helped by dislocation caused by the war, especially shortage of labourers and lack of machinery. Nothing on the stage of the Great Famine Khrushchev claimed that in both Stali n exported grain overseas rather than relieving the famine.Letter to local Politburo representative on the management of a collective farm in Western Siberia September 1948 adapted by NoahWhy should we give you everything and not receive a gram back, undermining the economy of collective farms. We realise that during the war the grain was needed to supply the army and we gladly gave up everything. We had poor harvests in 45, 46, 47 only if we gave everything for the recovery. How come in 1948 we cant keep some? We hoped that after achieving quota we could give out one kilo per work day, with these collections taking more than the quota we have nothing, there is not enough seed to sow for 1949, we dont see a buttocks of bread and live off potato.The recoveryWas slow and patchy, the 4-5YP bought some increases but failed to reach targets.By Stalins death the agricultural sector was unsatisfactory but some areas recovered better.However, the famine cycle in Russia was broken 0 famin e since 1947.One major thing holding back recovery was Stalin himselfHis book Economic Problems of Socialism in the USSR 1952.The writings were undeniable and this reject innovation and change.After Stalins death, the successors felt they had to introduce reforms and concessions to peasant farmers to alleviate their problems.1940194719481949195019511952 corpuscle (tons)95.665.967.270.281.278.792.2Potatoes (tons)76.174.59589.688.558.769.2Cotton (tons)2.21.72.22.53.53.73.8Cattle (m head)282323.824.224.624.325.0Speech at the Supreme Soviet by Georgii Malenkov, published in Izvestia, 09/07/1953 (post Stalin GM in temporary control), adapted by NoahUntil now Stalins death we have not been able to develop light industry and the food industry at the alike pace as heavy. We are obliged to ensure more rapid improvement in peoples living standards. We must significantly increase the getup of consumer goods and in grain production. We need to melt off compulsory quotas from collective farm s and reduce agricultural taxes.SummaryWar was won at a large cost.But vindicated Stalins role as leader.Post-war reconstruction was more in(predicate) than may have been expected in 1945 amid the ruins.

Terrorism: Definition, History and Solutions

dreadist act Definition, History and SolutionsTERRORISMAN EXPLORATION OF ITS DEFINITION, HISTORY, AND POSSIBLE SOLUTIONS act of apprehensionism upsets people. It does so delib date of referencetely. That is its point,and that is why it has engrossed so much of our attentionin the earlier years of the twenty-first speed of light.Townshend 1Ask any ten individuals on the streets of London, Paris, Moscow, or New York for the top three issues facing the world today and mavin common response is likely to be terrorist act. Inquire further about how the same people would define act of act of terrorist act, when terrorist act began, and how act of act of terrorism can be stopped and you result probably be faced with a innumerous of answers, or maybe just looks of puzzlement. The range of responses (or lack thitherof) from the public should not be surprising. Not even experts curb on responses to these seemingly primaeval questions on an issue of such importance to worldwide security, an issue that Thackrah suggests is maven(a) of the most intractable global jobs at the bewilder of the twenty- first century.2This essay begins by surveying the vast array of expositions for the term terrorism, providing some(a) insight into the reasons that terrorism is so difficult for experts to define, and adopting a working definition for the term. The historical root of terrorism will beca workout be explored and results of a check of selected literature on possible solutions for dealing with terrorism will be introduced. Finally, a conclusion discussing the results of the literature review will be presented.terrorism DefinedWhat is terrorism? The definition assigned to the term actually much depends on who you ask, although, as Hoff piece writes, few words adopt so insidiously worked their bureau in to our everyday vocabulary.3 Oots writes that terrorism has been specify in different ways by various scholars.4 Hoffman suggests that most individuals cons truct vague notions of what the term means, that cannot asseverate precise, explanatory definitions. The terrorism look for Center claims that terrorism by nature is difficult to define.5 Townshend writes that both politicians and scholars necessitate been hung up in attempting to define terrorism in a way that distinguishes it from other criminal force out and even military action.6 Complicating attempts to define terrorism, the content and usage of the term have channeld over the years.7 Complications aside, most people would sum up that terrorism is a subjective term with negative connotations, a pejorative term, utilize to take up the acts of enemies or opponents. The term has moral connotations and can be used to persuade others to adopt a particular viewpoint. For instance, if an individual sympathises with the victims of terrorism, then the perpetrator is considered to be a terrorist, but if an individual sympathises with the perpetrator, then the perpetrator is co nsidered to be a emancipation submarine or is referred to by equally positive characterisations.8 About this, the terrorist act enquiry Center writes One mans terrorist is another mans surrenderdom fighter.9 Whittaker distinguishes between terrorists, guerrillas, and freedom fighters in writing the terrorist targets civilisedisedians the guerrilla goes for military personnel and facilities and the freedom fighter conducts a campaign to liberate his people from dictatorial oppression, gross disarmament, or the grip of an occupying ply.10One author included over one hundred definitions for the term terrorism.11 Another quoted over ninety definitions and descriptions.12 The definitions range from those that be quite simplistic to those that are equally comprehensive. The following definitions are illustrative of the broad range of thought terrorist act is violence for purposes of creating fear.13terrorism is governmentally and heartyly motivated violence.14terrorism is poli tical violence in or against true democracies.15 terrorist act may be exposit as a outline of violence designed to inspire terror within a particular segment of a given society.16Terrorism is the most amoral of organised violence.17Terrorism is a form of state of warused when full-scale military action is not possible.18Terrorism is a method of action by which an agent tends to produce terror in order to impose his domination.19Terrorism is the systematic use of absolute intimidation, usually to service political ends. It is used to create a humor of fear.20Terrorism is the threat or use of violence, very much against the civilian population, to compass political or social ends, to intimidate opponents, or to publicise grievances.21Terrorism is the use of coercive means aimed at populations in an feat to hand political, religious, or other aims.22Terrorism is politically motivated violence perpetrated against non-combatant targets by sub subject area groups or clandestine a gents, usually intended to influence an audience.23Whittaker explores the complexity of defining terrorism by furnishing a comprehensive list of terrorism criteria24The violence or threat of violence inherent in terrorism is premeditated and politically motivated for the purpose of intimi go out or coercing a government or the public in general.The strategy of terrorism is to impregnate fear and insecurity.Sustained campaigns or sporadic incidents are applied by terrorists in conducting their unlawful activities.Calculated use of violence is applied against civilian, non-combatant targets.Acquiring, manipulating, and employing power is at the root of terrorism. mutationary terrorism attempts to completely change the political system within a state sub-revolutionary terrorism attempts to effect change without totally replacing the existing political system.Terrorism consists of carefully intend goals, means, targets, and access conducted in a clandestine manner.The goals of terror ism focus on political, social, ideological, or religious ends. This distinguishes terrorism from other criminal activity.Terrorism is conducted from time to time by individuals, but most frequently by sub-national groups.An important design of terrorism is to obtain maximum publicity.Increasingly, terrorist zones of action are extending beyond national borders, becoming international in effect.The vast number of definitions proposed for the term terrorism might make one wonder if there could ever be agreement around a common definition. For without a common mind about what terrorism is, how can it be challenged and ultimately removed as a threat to modern civilisation? Despite the many definitions for terrorism, there does seem to be an emerging consensus on the definition of the term, according to Jenkins.25 For instance, Enders and Sandler offer the following comprehensive definition of terrorismTerrorism is the premeditated use or threat of use of extranormal violence or br utality by subnational groups to obtain a political, religious, or ideological objective through intimidation of a huge audience, usually not directly involved with the policy making that terrorists seek to influence.26Enders and Sandlers definition will be used for the purpose of this essay not only because it is an example of a accredited consensus description, but also because it contains criteria suggested by other definitions surveyed in the literature review violence or threats of violence intimidation of large civilian audiences relish to influence subnational terrorist groupings and political, religious, or ideological objectives.Historical Roots of TerrorismColin grayish writes that terrorism is as old as strategic history.27 The roots of terrorism can be traced back in time to antediluvian patriarch Greece, and terrorist acts have occurred throughout history since that time. The term terrorism, however, originated in the French mutations Reign of Terror 28 and was p opularised at that time.29 Terrorism in this era carried a very positive connotation as it was undertaken in an effort to establish order during the anarchy that followed uprisings in France in 1789. It was considered to be an agent of governance instituted to intimidate counter-revolutionaries, dissidents and subversives and was associated with the ideals of democracy and virtue. In fact, according to Hoffman, the revolutionary attraction Maximillien Robespierre claimed that virtue, without which terror is evil terror, without which virtue is helpless and that terror is nothing but justice, prompt, arch and inflexible it is therefore an emanation of virtue.30Terrorism at the start of the twentieth century retained the revolutionary connotations it had acquired during the French Revolution as it took aim on the Ottoman and Habsburg Empires. In the 1930s, the gist of terrorism mutated to describe activities of totalitarian governments and their leaders against their citizenry in Nazi Germany, Fascist Italy, and Stalinist Russia. For instance, in Germany and Italy, gangs of brown shirts or black shirts harassed and intimidated opponents, although leaders of these nations denied that this occurred. After World War II, the meaning of terrorism changed once again, move to its revolutionary connotations where it remains today. Terrorist activities in the 1940s and 1950s primarily cogitate on revolts by indigenous nationalist groups opposing colonial incur in Asia, Africa, and the Middle East, resulting in independence for many countries. Although terrorism retained its revolutionary connotation in the 1960s and 1970s, the focus shifted from anti-colonialist to separatist goals. right away, terrorism involves broader, less distinct goals.31 The right-wing and left-wing terrorism that became widespread in recent times included acts by diverse groups such as the Italian Red Brigades the Irish Republican Army the Palestine arc Organisation the Shining Path in Peru the Liberation Tigers of Tamil Eelam in Sri Lanka the Weatherman in the United evokes various militia organisations, also in the United democracys radical Muslims through Hamas and Al Quaeda radical Sikhs in India and the Aum Shinrikyo in Japan.32 Some governments, such as those in Iran, Iraq, Libya, and Syria, are also considered to be involved in terrorism as sponsors of terrorist activities.33 Some people, such as American dissident Noam Chomsky, contend that the government of the United subjects is engaged in terrorism, as exemplified by the title of Chomskys 2001 article entitled U.S.A Leading Terrorist State, which appeared in the Monthly Review34.Terrorism associated with the French Revolution had two important characteristics in common with terrorism today. Firstly, terrorism was, and is today, organised, deliberate, and systematic. Secondly, the goals of terrorism then and now were and are to create a new, better society.35 But, terrorism today has changed in some v ery fundamental ways (1) terrorist organisations have evolved into network forms and are less often organised in hierarchies (2) the identities of transnational terrorist organisations are harder to identify because they claim responsibility for specific acts less often (3) todays terrorist groups do not make demands as often as in the past and their goals appear to be much blear and vague (4) motives have generally shifted from those that are to a greater extent than politically-oriented to those that are more religiously-oriented (5) targets of terrorists are more dispersed around the globe and (6) terrorist violence, today, is more indiscriminate, involving remarkable collateral damage to the public.36With this historical foundation, particularly the description of the evolution of terrorism into its current form, the focus now shifts to possible solutions to dealing with the issue today. doable Solutions to TerrorismTo in effect meet the challenges of terrorism, one should c onsider the history of terrorism, but must also look to the future. Kress and colleagues contend that terrorism is increasing in geographical scope, numerical frequency, and intensity as well as in ingenuity and subtlety. They suggest that these trends could well translate into more change threats and more powerful tools and weapons, adding that bombs will get smaller and more powerful, poisons and psychotropic drugs more insidious, psychological techniques for converting or brainwashing the victims more effective, and psychological tortures more agonizing.37Ian lesser offers a comprehensive approach for meeting the challenges of terrorism. His approach consists of a core strategy and supporting strategies aimed at targeting security threats posed by terrorists within a context of global security threats from all sources. lessers core strategy consists of four components (1) cut down systemic causes of terrorism, (2) deterring terrorists and their sponsors, (3) reducing risks ass ociated with superterrorism, and (4) retaliating in instances where deterrence fails. In reducing system causes of terrorism, lesser is referring to the semipermanent goal of addressing issues that give rise to terrorism such as social and economic problems, unresolved ethnic and nationalist conflicts, frustrated political ambitions, and in-person experiences of individuals who may become future terrorists. In deterring terrorists and their sponsors, Lesser suggests taking huge and personal actions against terrorist leadership, although he concedes that this is becoming more and more difficult as terrorists and their sponsors become more diverse and diffuse. In reducing risks associated with superterrorism, Lesser calls for eliminating weapons of softwood destruction that terrorists could use in inflicting destruction and suffering. And, finally, in retaliating when deterrence fails, Lesser suggests developing the means to retaliate quickly and specifically to terrorist activitie s.38One of Lessers strategies supporting his core strategy is environmental shaping, which involves exposing sponsors of terrorism to global scrutiny and isolation shrinking the zones of chaos and terrorist sanctuary including counterterrorism as an integral component of strategic alliances limiting global exposure and targeting terrorist networks and funding. His hedge strategy involves hardening key policies and strategies to limit risks of terrorism, increasing ground and space-based direction of terrorist resources, and preparing to mitigate the effects of terrorism to limit negative effects.39Kress and associates reiterate the first component of Lessers core strategy in pass their proactive approach to dealing with terrorism specifically, addressing genuine political inequity and resolving supposed injustices.40 Chalk contends that a state response to terrorism must be limited, well-defined and controlled to avoid compromising the political and civil traditions that are cen tral to the liberal democratic way of life. He suggests that any liberal democratic response to terrorism has to rest on one overriding maxim a commitment to uphold and keep open constitutional principles of law and order.41ConclusionThe long history of terrorism, dating as far back as ancient Greece, suggests that this phenomenon may never be eliminated as a tactic by those people or groups without sufficient formal legal power to achieve their goals. However, this does not incriminate that terrorism cannot be engaged proactively and reactively. Logically, it seems that the first step should be to agree on a universally-accepted definition for terrorism because, without a consensus on the meaning of the term, effectively addressing its causes and its effects may be difficult at outflank and impossible at worst.With a consensus definition in hand, the comprehensive strategy for dealing with terrorism proposed by Lesser reduction in systemic causes, deterrence, superterrorism ris k reduction, and retaliation would appear to offer the most balanced, effective approach. Todays leaders should realise that offensive and defensive military action, so typical of traditional warfare, is quite ineffective as a restore method for dealing with modern forms of terrorism as demonstrated by failures go through by Israel in dealing with the Palestinian terrorist problem and the greater-than-expected difficulties experienced by the United States, the United Kingdom, and others in ridding the world of radical Islamic terrorists. These efforts may not only fail to ultimately deal effectively with preventing terrorist activities, but may also produce more terrorists who are pained by military actions. Alternatively, a holistic approach one which includes proactive prevention and reactive punishment measures such as the approach advocated by Lesser should be employed.In any solution to the global problem of terrorism, the cautionary advice offered by Peter Chalk should b e considered that is, political and civil liberties should not be sacrificed in responding to the terrorist threat. For the very way of life the governments of free societies are trying to protect in their attempts to combat terrorism could be compromised by actions that are not limited, well-defined and controlled. Interestingly, this thought was eloquently proffered more than two centuries ago by American inventor, journalist, printer, and statesman Benjamin Franklin in warning that those who would give up essential liberty to purchase a little temporary safety, deserve neither liberty nor safety.The recommendation, then, is to deal with terrorism in a holistic, balanced manner stressing proactive and reactive measures whilst preserving political and civil liberties.ReferencesBassiouni, M. Terrorism, lawfulness Enforcement and the Mass Media Perspectives, Problems, Proposals, The journal of Criminal Law and Criminology 721 (1981). Cited in Thackrah (2004).Bergesen, Albert J., and Han, Yi. New Directions for Terrorism Research. foreign ledger of Comparative Sociology 461-2 (2005).Bite, V. International Terrorism. conflicting Affairs Division, program library of Congress, Appendix of U.S. Congress, Senate Committee on the Judiciary. Washington, DC Government Printing Office, 1975. Cited in Thackrah (2004).Chalk, Peter. The Response to Terrorism as a Threat to Liberal body politic. The Australian Journal of Politics and History 443 (1998).Chomsky, N. U.S. A Leading Terrorist State. Monthly Review 53 (2001) 10-19. Cited in Bergesen and Han (2005).Enders, W., and Sandler, T. Patterns of international Terrorism, 1970 1999 Alternative Time-Series Estimates. International Studies Quarterly 46 (2002) 145-65. Cited in Bergesen and Han (2005).Fromkin, David. The Strategy of Terrorism. In contemporaneous Terrorism Selected Readings, backside D. Elliot and Leslie K. Gibson, eds. Gaithersburg, Maryland International draw of Chiefs of Police, 1978.Gray, Colin S . ripe Strategy. Oxford Oxford University Press, 1999.Heyman, P. B. Terrorism and America A sensible Strategy for a Democratic Society. Cambridge, Massachusetts The MIT Press, 1998. Cited in Thackrah (2004).Hoffman, Bruce. Inside Terrorism. New York Columbia University Press, 1998.Jenkins, B. M. Terrorism and Beyond A 21st Century Perspective. Studies in strife and Terrorism 24 (2001) 321-27. Cited in Bergesen and Han. New Directions for Terrorism Research. International Journal of Comparative Sociology 461-2 (2005).Kress, Bruce, Livingston, Marius H., and Wanek, Marie G. International Terrorism in the coeval World. Westport, Connecticut Greenwood Press, 1978.Lesser, Ian. Countering the New Terrorism Implications for Strategy. In Countering the New Terrorism, Hoffman et al., eds. Santa Monica, atomic number 20 Rand, 1999.Mallin, Jay. Terrorism as a Military Weapon. In coetaneous Terrorism Selected Readings, John D. Elliot and Leslie K. Gibson, eds. Gaithersburg, Maryland Inter national Association of Chiefs of Police, 1978. Cited in Oots (1986).Oots, Kent Layne. semipolitical Organization approach path to Transnational Terrorism. New York Greenwood Press, 1986.Ruby, C. L. The Definition of Terrorism. Analyses of friendly Issues and Public Policy 2(1) (2002) 9-14. Cited in Bergesen and Han (2005).Terrorism Research Center, What is the Definition of Terrorism? (n.d.) lendable from http//www.terrorism.com. Accessed 29 November 2005.Thackrah, John Richard. mental lexicon of Terrorism. New York Routledge, 2004.The Columbia Encyclopaedia. Terrorism (2004).Townshend, Charles. Terrorism A Very Short Introduction. Oxford Oxford University Press, 2002.Waciorsky, J. La Terrorisme Politique. Paris A Pedone, 1939. Cited in Thackrah (2004).Whittaker, David J. Terrorists and Terrorism in the Contemporary World. New York Routledge, 2004.Wilkinson, P. Terrorism versus majority rule The Liberal State Response. London Frank Cass, 2000. Cited in Thackrah (2004).Wilkinson , P. Three Questions on Terrorism, Government and Opposition 83 (1973). Cited in Thackrah (2004).1Footnotes1 Charles Townshend, Terrorism A Very Short Introduction (Oxford Oxford University Press, 2002).2 John Richard Thackrah, Dictionary of Terrorism (New York Routledge, 2004).3 Bruce Hoffman, Inside Terrorism (New York Columbia University Press, 1998), 14.4 Kent Layne Oots, Political Organization Approach to Transnational Terrorism (New York Greenwood Press, 1986).5 Terrorism Research Center, What is the Definition of Terrorism? (n.d.), Available from http//www.terrorism.com, Accessed 29 November 2005.6 Townshend (2002).7 Hoffman (1998).8 Hoffman (1998).9 Terrorism Research Center (n.d.).10 David J. Whittaker, Terrorists and Terrorism in the Contemporary World (New York Routledge, 2004).11 Townshend (2002).12 Thackrah (2004).13 David Fromkin, The Strategy of Terrorism, in Contemporary Terrorism Selected Readings, John D. Elliot and Leslie K. Gibson, eds. (Gaithersburg, Maryland In ternational Association of Chiefs of Police, 1978), cited in Oots (1986).14 V. Bite, International Terrorism, Foreign Affairs Division, Library of Congress, Appendix of U.S. Congress, Senate Committee on the Judiciary (Washington, DC Government Printing Office, 1975), cited in Thackrah (2004).15 P. B. Heyman, Terrorism and America A Commonsense Strategy for a Democratic Society (Cambridge, Massachusetts The MIT Press, 1998), cited in Thackrah (2004).16 M. Bassiouni, Terrorism, Law Enforcement and the Mass Media Perspectives, Problems, Proposals, The Journal of Criminal Law and Criminology 721 (1981), cited in Thackrah (2004).17 P. Wilkinson, Three Questions on Terrorism, Government and Opposition 83 (1973), cited in Thackrah (2004).18 Jay Mallin, Terrorism as a Military Weapon, in Contemporary Terrorism Selected Readings, John D. Elliot and Leslie K. Gibson, eds. (Gaithersburg, Maryland International Association of Chiefs of Police, 1978), cited in Oots (1986).19 J. Waciorsky, La Te rrorisme Politique, (Paris A Pedone, 1939), cited in Thackrah (2004).20 P. Wilkinson, Terrorism versus Democracy The Liberal State Response (London Frank Cass, 2000), cited in Thackrah (2004).21 The Columbia Encyclopaedia, Terrorism (2004).22 N. Chomsky, U.S.A Leading Terrorist State, Monthly Review 53 (2001) 10-19, cited in Bergesen and Han (2005).23 C. L. Ruby, The Definition of Terrorism, Analyses of tender Issues and Public Policy 2(1) (2002) 9-14, cited in Bergesen and Han (2005).24 Whittaker (2004).25 B. M. Jenkins, Terrorism and Beyond A 21st Century Perspective, Studies in Conflict and Terrorism 24 (2001) 321-27, cited in Bergesen and Han, New Directions for Terrorism Research, International Journal of Comparative Sociology 461-2 (2005).26 W. Enders and T. Sandler, Patterns of Transnational Terrorism, 1970 1999 Alternative Time-Series Estimates, International Studies Quarterly 46 (2002) 145-65, cited in Bergesen and Han (2005).27 Colin S. Gray, Modern Strategy (Oxford Oxfo rd University Press, 1999).28 The Columbia Encyclopaedia (2004).29 Hoffman (1998).30 Hoffman (1998).31 Hoffman (1998).32 The Columbia Encyclopaedia (2004).33 Hoffman (1998).34 N. Chomsky, U.S.A Leading Terrorist State, Monthly Review 53 (2001), cited in Bergesen and Han (2005).35 Hoffman (1998).36 Albert J. Bergesen and Yi Han, New Directions for Terrorism Research, International Journal of Comparative Sociology 461-2 (2005).37 Bruce Kress, Marius H. Livingston, and Marie G. Wanek, International Terrorism in the Contemporary World (Westport, Connecticut Greenwood Press, 1978).38 Ian Lesser, Countering the New Terrorism Implications for Strategy, in Hoffman et al., Countering the New Terrorism (Santa Monica, California Rand, 1999).39 Lesser (1999).40 Kress, Livingston, and Wanek (1978).41 Peter Chalk, The Response to Terrorism as a Threat to Liberal Democracy, The Australian Journal of Politics and History 443 (1998).