Ecstasy :: essays papers

Ecstasy MDMA, or Ecstasy, was first made in a lab in Germany in 1912. The German pharmaceutical company E. Merck patented it in 1914, not as a medicine, but as a chemical for making more effective drugs later on. MDMA was forgotten until 1953, when the United States Army funded a secret University of Michigan study to develop chemical weapons. After learning that MDMA was non-toxic, the establishment put it back on the shelf. Rumor says that the drug was tested for mind control purposes, or as a truth drug, but there is not actual evidence of that. In 1978, Alexander Shulgin wrote a book detailing the MDMA experience called Phenethylamines I Have Known and Loved A Chemical Love Story. Many psychiatrists took Shulgins findings seriously enough to combine MDMA with sessions with their patients normal therapy.In the early 80s, MDMA made its way from the doctors office to the terpsichore floor from a Texas entrepreneur who synthesized the drug in a lab. He re-named it E cstasy and sold it for $20 a hitlegallyin Dallas-Fort expenditure clubs. But, the Drug Enforcement Agency worked quickly to outlaw MDMA, and Ecstasy officially became an illegal drug in 1985.What Ecstasy does is simple. It combines two opposite effects, stimulation and relaxation, but in also provides a small quality of empathy. Psychotherapist RD Laing took MDMA in Esalen, California, in 1984 when it was still legal. He said, It made me feel how all of us would resembling to feel we are anyway . . . smooth and open hearted, not soggy, sentimental or stupid. Another psychologist described it as providing a brief, fleeting moment of sanity. Most people describe the feeling like being in love. The most common feelings experienced are empathy, openness, peace and caring. However, there have been cases in which the user has a decrease in defensiveness, fear or paranoia, sense of separation from others, aggression, and obsessive behavior.Side effects of Ecstasy can range from mildly uncomfortable to life threatening physical and emotional reactions. Your temperature goes up when you take Ecstasy, like a fever. Dancing in a hot warehouse doesnt suffice your body cool off, so its no surprise that one of the most common Ecstasy-related injuries is heatstroke. Along with high body temperature, you sweat and urinate a dole out if you take Ecstasy.

Shakespeares Othello - The Downfall of Othello and Cassio Essay

The Downfall of Othello and Cassio            In Shakespeares Othello, the characters of Othello and Cassio greatly contribute to their own downfalls. Iago sets up a treacherous trap and they fall into it. Both are innocent characters, guilty solitary(prenominal) of being too trusting of Iago. Othello and Cassio elicit sympathy from the readers. However, our sympathy for them wanes at times, because they are so gullible. Yet, it is always restored. Iago longs to hurt Othello. He is Othellos footsoldier, an ancient, his right-hand man, and long-time friend. Iago was enraged when Othello did not promote him to lieutenant, choosing instead the handsome, young, affluent, Cassio. Iago felt that he was more entitled to the gravel than Cassio. Cassio was a brillant strategist, but had very little experience on the battlefield. Iago, on the other hand, had an abundance of battle experience and felt that he was passed over only for appearances sake . This idea may very well be true. Othello needed some bingle who would make him look better in the eyes of important state officials and lot of high standing in the community. The Moor was a black man, a fact that is often referred to in the play and which also causes Othello much insecurity. He power saw his race as a drawback and something that could prevent him from gaining further success. So Michael Cassio was the perfect face to bring along to state functions the perfect white face. He was a very presentable, educated, good-looking man from a middle-class background. To get back at the Moor, Iago decides to poison his mind against his wife and against Michael Cassio, by conjuring up images of an illicit sexual affair between the two. In Sha... ... by no means the tragic hero, he is definitely not Othellos villain. Iago chooses Cassio as his prey because he is the one that benefitted from Othellos overlooking of Iago. Who better to bring down? Cassio gained the position th at Iago wanted, felt entitled to. Cassio was also everything that Iago was not. Cassio came from a financially comfortable background, Iago did not. Cassipo received a good education, Iago did not. Cassios procession to the lieutenancy was the straw that broke the camels back. The flaws of Othello and Cassio, naivete and gullibility, led to their downfalls. Both characters were innocent of villiany, but guilty of choosing to put their trust in the wrong person. Had they attempted to communicate with the passel they should have, Othello with Desdemona, and Cassio with Othello, Othello would not have been a Shakespearean tragedy.  

SWOT, PEST, Product Lifecycle, Boston Matrix and the Ansoff Matrix: Mar

SWOT, PEST, Product Life hertz, capital of Massachusetts Matrix and the Ansoff Matrix merchandise Models Analysis commercializeing strategies/modelsIn this objective I will be analysing the different food marketing modelsand evaluating their reliability. The marketing models I will evaluatewill be SWOT and PEST analysis, the intersection point life cycle, the BostonMatrix and the Ansoff Matrix.SWOT and PEST analysisIn the previous objective, I analysed SWOT and PEST of Cadbury. Theseenabled me to bring home the bacon insight into the external and internal influencesthat may grow which may either be beneficial or cause problems forthe launch of my crossroad.Product life cycleThe harvest-tide life cycle shows the sales of a product over time. To beable to market a product, Cadbury must be aware of the product lifecycle of its products. The cycle can be demonstrated as below IntroductionFollowing planning and development, the product is introduced onto themarket. This compass p oint includes characteristics such asLow initial sales, due to limited acquaintance and no consumer loyaltyHeavy packaging to build brand image and consumer confidenceLosses (low dough at best) due to heavy development and promotioncostsLimited distribution levels, but high stockholding for themanufacturerGrowthAt this stage, consumer experience and loyalty has grown, and thecompany increases sales and begins to make profits. at that place may be agrowing number of competitors who may introduce similar products or conciliate their price and promotion policies.MaturityThe maturity sort is where the profits and sales reach their peak.Profits are being maximised, but the firm has to fight to concord itsmarket position. Sales are maintained by promotion, customer loyaltyand product differentiation through alternations such as newpackaging. At the decease of this stage, the market becomes saturated.DeclineThis stage is where total sales fall for the company. To make up forthis, t he company may reduce prices, cutting into its profit margin.This is the end of the product and its life cycle.The table below shows examples of where some of Cadburys products liein the product life cycle.Stage ExampleIntroductionSnapsGrowthUnder 99 calorie range (Dairy milk)MaturityDairy Milk, Twirl, formDeclineFuseThe table shows that most of Cadburys products ... ... to get new people to try the product and alive customers to buy more. The company should thitherfore usemarket expansion. In the decline stage, the company should try tore-launch the product, which would be using product or marketexpansion. Market penetration could be used if a booming productwas being re-launched to increase the companys market share, but thiswould not work if the product were a dog.The marketing models can be influenced separate factors and research.Cadburys competitors may affect the companys use of the AnsoffMatrix. The model is used to analyse the strategic direction of aproduct, and if a p roduct was located in the market expansion, whichhas medium endangerment strategy, and competitors also released a similarproduct in this section, there will be a higher risk strategy, whichwill affect the products performance and position in both the Boston ground substance and the product life cycle.My questionnaire told me there was a spreadhead in the market for my product,and my SWOT analysis reinforced this. This then tells me that myproduct should do well as a question mark, in the introduction stageof the product life cycle and as product expansion. SWOT, PEST, Product Lifecycle, Boston Matrix and the Ansoff Matrix MarSWOT, PEST, Product Lifecycle, Boston Matrix and the Ansoff Matrix Marketing Models AnalysisMarketing strategies/modelsIn this objective I will be analysing the different marketing modelsand evaluating their reliability. The marketing models I will evaluatewill be SWOT and PEST analysis, the product life cycle, the BostonMatrix and the Ansoff Matrix.SWOT and PEST analysisIn the previous objective, I analysed SWOT and PEST of Cadbury. Theseenabled me to gain insight into the external and internal influencesthat may arise which may either be beneficial or cause problems forthe launch of my product.Product life cycleThe product life cycle shows the sales of a product over time. To beable to market a product, Cadbury must be aware of the product lifecycle of its products. The cycle can be demonstrated as below IntroductionFollowing planning and development, the product is introduced onto themarket. This stage includes characteristics such asLow initial sales, due to limited knowledge and no consumer loyaltyHeavy promotion to build brand image and consumer confidenceLosses (low profits at best) due to heavy development and promotioncostsLimited distribution levels, but high stockholding for themanufacturerGrowthAt this stage, consumer knowledge and loyalty has grown, and thecompany increases sales and begins to make profits. There may be agrowing number of competitors who may introduce similar products oradapt their price and promotion policies.MaturityThe maturity phase is where the profits and sales reach their peak.Profits are being maximised, but the firm has to fight to defend itsmarket position. Sales are maintained by promotion, customer loyaltyand product differentiation through alternations such as newpackaging. At the end of this stage, the market becomes saturated.DeclineThis stage is where total sales fall for the company. To make up forthis, the company may reduce prices, cutting into its profit margin.This is the end of the product and its life cycle.The table below shows examples of where some of Cadburys products liein the product life cycle.Stage ExampleIntroductionSnapsGrowthUnder 99 calorie range (Dairy milk)MaturityDairy Milk, Twirl, FlakeDeclineFuseThe table shows that most of Cadburys products ... ... to get new people to try the product andexisting customers to buy more. The comp any should therefore usemarket expansion. In the decline stage, the company should try tore-launch the product, which would be using product or marketexpansion. Market penetration could be used if a successful productwas being re-launched to increase the companys market share, but thiswould not work if the product were a dog.The marketing models can be influenced other factors and research.Cadburys competitors may affect the companys use of the AnsoffMatrix. The model is used to analyse the strategic direction of aproduct, and if a product was placed in the market expansion, whichhas medium risk strategy, and competitors also released a similarproduct in this section, there will be a higher risk strategy, whichwill affect the products performance and position in both the Bostonmatrix and the product life cycle.My questionnaire told me there was a gap in the market for my product,and my SWOT analysis reinforced this. This then tells me that myproduct should do well as a question mark , in the introduction stageof the product life cycle and as product expansion.

The Death of Communism Essay -- Exploratory Essays Research Papers

The Death of Communism The United States longest and bloodiest war was the Vietnam War, which was fought from 1959 until 1975.(Communist manifesto 1) In this war 57,685 Americans were killed, and their were over 2 million Vietnamese deaths.(Communist Manifesto 3) peerless of the main causes of the war was a commonly held American belief called the Domino Theory. This theory stated that if the U.S. allowed one country to fall to communism, those more or less it would fall, and then those around it, eventually taking over the whole world. However, the fall of the Soviet Union in 1991 allows to approach communism in a new light. The Communist Manifesto has three sections. The offset is an outline of the history of the bourgeois and the proletariat, and a explanation on how the bourgeois will bring about their defeat. The second section shows the exemplar of the communist goals, and their long range plan to abolish private property. The last section criticizes other socialist attemp ts at the time, calling all workers to unite under(a) communism. The bourgeois Marx speaks of in the manifesto is simply the capitalist of the time. The proletariat atomic number 18 the workers of the world, people who, according to Marx, have become an appendage of the machine.(Marx 3) Marx speaks of their horrible fate saying they are daily and hourly enslaved by the machine, by the overlooker, and, above all, by the individual bourgeois manufacturer himself.(Marx 3) Marx documents the stages of the proletariats struggle with the bourgeois at first the contest is carried on by individual laborers, then by the workpeople of a factory, then the operatives of one trade, in one locality, against the bourgeois that directly exploits them.(Marx 4) Marx tells ho... ...e Vietnam war rages on. bloodshed and military advances ground to a halt decades ago, but the real battle lies in creating a Vietnam that can lift itself out of poverty. The war succeeded more in pushing the country de eper into communism than pulling it out. But the outcome is a forgone conclusion an ideology that no longer fits with the times will not stand. anticipate Mother Russia. Works Cited Communist Manifesto, Microsoft Encarta 96 Encyclopedia. (c) 1993-1995 Microsoft Corporation. All rights reserved. (c) Funk & Wagnalls Corporation. All rights reserved. Karl Marx and Frederick Engels. The Communist Manifesto. http //leftside.uwc.ac.za/Archives/1848-CM/cm.html (25 June 1997). Vietnam War, Microsoft Encarta 96 Encyclopedia. (c) 1993-1995 Microsoft Corporation. All rights reserved. (c) Funk & Wagnalls Corporation. All rights reserved.

Global Warming: A Theory of Accelerating Process of Climate Change Ess

Abstract Theory of planetary warming explaining the phenomena of accelerating change in the number and size of weather-related disturbances. This is a synthesis of three books Al Gores an inconvenient truth, Stuart Kauffmans At Home in the Universe, and Dr. James Lovelocks Gaia A new look at life on Earth, presenting a theory predicting the general parameters of global warming over the coming years.1. Introduction.This paper is intended as a starting point for creating a mannequin within which to discuss and analyze what appears to be a substantial change in worldwide climate. It is essentially a synthesis of three books (1.) an inconvenient truth, the crisis of global warming, written by Al Gore (2007), (2.) At Home in the Universe, The Search for the Laws of Self-Organization and Complexity, by Stuart Kauffman (1995), and, (3) Gaia A new look at life on Earth, by Dr. James Lovelock (1979) (see, also, Wikipedia.org, Gaia Theory).Kauffmans book, At Home in the Universe (herein Universe), is a wide-ranging assembling of connected thoughts that present and support a unifying theory for all processes of self-organization.Gores book, an inconvenient truth (herein Inconvenient Truth), is primarily referenced for the proposition that the totality of human operation (or more broadly, lifes activities) here on Earth, if left unchecked, has and will result in more and great weather dislocations and disturbances arising from a general warming of the biosphere, and, that the trend to date displays an acceleration forming a rising an asymptotic curve (the first half of a sigmoidal curve).Lovelocks Book, Gaia A new look at life on Earth (herein Gaia) is presented as an extension of the theory pr... ...xes and tax breaks, disposal programs, trade sanctions, etc.) over the course of human existence represents an error catastrophe, such that the collective effect over time has been to steer human activity away from proper compromise and optimization, and toward ove r-population, and misapplication of resources, such that we are now experiencing the total and collective historical and current effect of those collective errors upon the biosphere.Seen in this light, our efforts and attempts to pop out working toward conservation and population control, and away from pollution and misapplication of resources, is yet another example of the system (Gaia) attempting to evolve toward a more fit accessible structure, and to dampen the disturbances that are taking the system away from its state space attractor (its tendency toward homeostasis in the current configuration).

Farewell To Arms :: essays research papers

You are all a lost generation -Gertrude SteinThis quotations importance on author Earnest Hemmingway is reflected in his modern Romeo and Juliet novel entitled A Farewell to Arms. The recurring tone of the novel suggests that the only reality is the harsh faithfulness which is anything but romantic and proves that in the end, all is futile. This generation in which Stein spoke of to Hemingway is the generation of romantic war times. This idea is symbolized in the character Catherine Barkleys vision of her wartime love where she states I remember having this silly idea he might come to the hospital where I was. With a sabre cut, I suppose, and a bandage around his head. Or shot through the shoulder. Something picturesque.This is the picturesque front, I give tongue to. Yes, she said. People cant realize what France is like. If they did, it couldnt all go on. He didnt have a sabre cut. They blew him all to bits. (20)Catherines pathetic ideal of a picturesque rendezvous is also the majority mentality at the time. Her realization of the cruel truth is but a glimpse of the futile art of war and life. Yet, even though it appears that she, who ultimately represents all of society in this scene, realizes this truth, she in fact is ignorant to it many times throughout the novel. The novel is terrorized by the overlaying tone of the harsh nihilism. Belief in nihilism is the melancholy post in which there is no point to life, and faith in nothing. This tone is best portrayed in the agony of Henry when questioned about his desires for the war by the priest. I had hoped for something .Defeat?No. Something more.There isnt anything more. Except victory. It may be worse.I hoped for a long time for victory.Me too.Now I fagt know.It has to be one or the other.I dont believe in victory any more.I dont . only I dont believe in defeat. Though it may be better.What do you believe in?In sleep, I said. He stood up.I am very sorry to have stayed so long. But I like so to talk with you.It is very nice to talk again. I said that about sleeping, meaning nothing. (179)As the dismal priest describes his lack of faith on the side of victory, the irony of the passage is increased when Henry confronts his nihilistic shipway with the priest who represents the opposite.

Universal Microcontroller (Mcu) Trainer

CHAPTER I INTRODUCTION AND ITS BACKGROUND This section begins with a discussion of the role and im larboardance of Microcontroller in everyday life. As we all know, Microcontrollers are considered as a major(ip) discovery in terms of science and technology. Just like the other major advances, it can control system and devices which can make peoples lives better and easier. Based on The Microcontroller Idea Book by Jan Axelson, Microcontroller is a computer-on-a-chip, or a single chip computer.It is said to be a single-chip computer beca utilization it contains memory and Input or Output interfaces in addition to the Central treat Unit (CPU). Micro, as its name implies, advised that the device is small and Controller, however, tells that the device might be employ to control objects as well as summonses. Moreover, MCU has been describe as an embedded controller, because the Microcontroller and its support traffic circles are often built into, or embedded in, the devices that they control.Basically, any product that interacts with its user has a microcontroller inside. The field of Microcontroller (MCU) beginning is out-of-pocket to the training of interconnected circuits. It enabled the storing of hundreds of thousands of transistors into one chip which was later used in the manufacturing of Microcontrollers. Nowadays, we can find Microcontrollers in almost all kinds of things. Most of those things and devices are well- cognise to utilize for measuring, storing, calculating, controlling, and displaying of information.One of the largest applications of Microcontroller is in automobiles as it includes at least one MCU for engine control. In test equipment, microcontrollers make it easy to add features such(prenominal) as the ability to store measurements, to create and store user routines, and to display messages. In a desktop computer, MCU is founded inside keyboards, modems, printers, and other peripherals. Further more than, products that we are fond of using like cameras, mental picture recorders, compact-disk players, and ovens too use Microcontrollers. Background of the StudyMicrocontrollers have only been with us for a few decades but its impact on our lives is intense. Most of the microcontroller spokespersons can be found in all electronic devices it can be found on products which we use in our home like microwave ovens, alarm clock, dry wash machines, toys, and stereo equipment. Other common devices such as cash register, weighing scales, typewriters, photocopiers, elevators, industrial automation device, safety system, cars and traffic signals are some examples of microcontroller application.Numerous types of microcontrollers were intentional and they chop-chop became mans invisible companion. It is also regarded as a powerful tool that allows a designer in creating his own design. Some of the crucial influence in the microcontroller development and success are powerful and carefully chosen electronics such as sw itches, driving force buttons, sensors, liquid crystal display displays, and relays, cheap automatic devices and its power was widely spread anterior to the knowledge in architectural planming.With the necessity of making our MCU experience learning more enjoyable and helping us to do our jobs easier and safer, e- Gizmo decided to develop and launched the offset printing universal MCU Trainer. Unlike some of those mainstream MCU training kits, the e- Gizmo Training Kit is non attached to any particular type of microcontroller. It is known to be compatible with current MCU boards that include gizDuino, Zilog Encore, AVR ATMEGA8L, and Peripheral Interface Controller (PIC).In this project, the researchers should have the knowledge in computer programing, training experiments, as well as they should have the manipulation for the kits on board peripherals such as Relay and Motor Expander, Analog Voltage Sources, LM34 Temperature Sensor, 3 adjustable Voltage Sources, Digital to Anal og DAC circuit, Switch Devices, Rotary Encoder Switch, 2 push button switches, 4 x 3 Keypad Matrix, Input and Output Expander, LED monitor, 2 Digit 7 segment LED display, gong Circuit, realistic condemnation Clock RTC, Alphanumeric LCD Display Unit, RS232 Interface Circuit, Power Supply Entry, Microcontroller Board Docking Port, and Breadboard.Project Objectives The main objective of this e- Gizmo Universal MCU kit is to test and learn the different kinds of application and peripherals on board. Moreover, the development of this microcontroller kit requires attaining the following 1. ) To learn the programming languages use in microcontroller 2. ) To learn how to use the software through PC to the microcontroller 3. ) To learn the basic connection of the microcontroller to the MCU kit. 4. ) To study and old(prenominal)ize the functions of the specific application use in the microcontroller 5. To learn how to connect or to know the relationship between the Input- Output or the a pplication through the microcontroller Conceptual Framework The interrelation among the components of the microcontroller kit was shown as illustrated in Figure 1. It represents the process on how the application and peripherals used in the trainer board works. In this kit, the researchers have used a microcontroller in gathering input from various applications, impact the input into a set of actions, and using the output mechanisms on the microcontroller to do something useful.The concept of the microcontroller kit was base on the need of creating convenient hardware knowing for having knowledge and critical thinking for microcontroller widen. The diagram started with the input, followed by the process and the output. OUTPUT INPUT lick RS 232 C INTERFACE 2 x 16 LCD DISPLAY BUZZER LED DRIVER OUTPUT EXPANDER RELAY STEPPER MOTOR DRIVER MICROCONTROLLER GIZDUINO AND PINGUINO 2 x 16 LCD DISPLAY legitimate TIME CLOCK (RTC) INPUT EXPANDER 4 x 3 SWITCH EXPANDER PUSH BUTTON SWITCH ANALO G VOLTAGE OUTPUT TEMPERATURE SENSOR PROCESS GIZDUINO (USB CABLE) PINGUINO (UART MODE/USB CABLE)PERSONAL COMPUTER Figure 1. Conceptual Framework of e- Gizmo Universal MCU Trainer The INPUT is comprises of 2 x 16 LCD Display, Real Time Clock (RTC), Input Expander, 4 x 3 Switch Matrix, Push Button Switch, Analog Voltage Output, and Temperature Sensor. LCD Display Module is tremendously fashionable low cost display device that can show user generated message in 2 lines x 16 alphanumeric format. Aside from 2 lines by 16 characters format, LCD modules are also available in 4 lines by 20 characters. A Real Time Clock (RTC) circuit serves as an electronic subsystem that keeps an accurate time and calendar.In addition, the next input is the Input Expander which has data out, since the host controller will be reading from U3 input port JP22. Furthermore, 4 x 3 Keypad matrix is also recognized as one of the input. The keypad used in this trainer consists of 12 push switches. The keypad switch es are wired in 4 rows x 3 column arrangement. The Push Button Switches in the kit, which are S1 and S2, are held to logic 1 state by R2 and R3 when not pressed. T present is also a well known device which is LM34 Temperature sensor U5 which gives an ambient temperature reading in analog Fahrenheit(postnominal) scale.After the Input, the figure shows the PROCESS which is comprises of Microcontroller Gizduino and Pinguino. Gizduino is ideal for beginner programmers and hobbyists because of its simplicity compared to other platforms. It is a multiplatform environment it can run on Windows, Macintosh, and Linux. However, Pinguino is an Arduino for PIC user. Pinguino is also an Integrated using surround (IDE) which enables anyone to easily make an application on learning the program. Additionally, the program for both Gizduino and Pinguino is loaded to the Personal Computer which is also a major part of the process.Gizduino is programmable via USB (Universal Serial Bus) cable which mak es it more accessible and allows communication to the computer. Pinguino, however uses UART mode through serial communication to PC. In addition, the OUTPUT includes RS 232 C Interface, 2 x 16 LCD Display, gong, LED Driver, Output Expander, Relay, and Stepper Motor Driver. The RS 232 Interface allows the MCU UART to interface with RS 232 enabled devices. The function of the 2 x 16 LCD Display here in the output is the same as the input. For the 3rd output, the buzzer is used to indicate a warning or an alarm, a key closure or a machine function.The buzzer used in this trainer is essentially a small loudspeaker. With regards to the Output Expander, this trainer can have 8 outputs more using 5 or 6 MCU I/O. The Stepper Motor Drive subsection in the trainer can also be used to study and control stepper motor operations via user code. Significance of the Study The e- Gizmo Universal Microcontroller (MCU) Trainer was designed specifically for the benefits of the following electronic Des igners. This trainer is intended for artists, designers, hobbyists, and anyone interested in prototyping and programming a microcontroller.The Students. This kit aspires for the students to acquire basic knowledge on how microcontroller works and also aims for students to be familiar with prototyping platform based on easy to use hardware and software. The Academe. Professors on higher education can use this trainer to introduce the college students on how to program and manage microcontroller the fast and easy way. The Researchers. With the help of this MCU kit, the researchers were able to have background about the major component details of both Gizduino and Pinguino platform, its features, and manual application.They were able to talk through ones hat peripherals on board through programming familiarity. Future Researchers. This can serve as a guide to those who wants to delve into microcontroller relevance, and those who wanted to have comparisons among the MCU trainers that h as been developed. The study also provides the data and guiding material about the universal trainer function. Scope and limit Scope The e- Gizmo Universal MCU trainer requires an external well regulate +5V to power the whole trainer board. Unlike any other microcontroller trainers, this is unique since it does not assign to any single microcontroller.With this trainer, we can use available boards such as gizDuino itself (atmega 168 or atmega 328 versions), AVR atmega8L experimenter board, Zilog z8F042A MCU board, PIC18F2550, and STM32F100C8 ARM Cortex M3 MCU board. The gizDuinos platform kit that has been executed in this trainer is a single board AVR microcontroller platform based on highly popular Arduino design. It is a multiplatform environment as it can run on Macintosh, Linux and Windows. It is also programmable via USB (Universal Serial Bus) cable as mentioned earlier.Gizduinos user Interface is USB Port, DC Jack, Reset Button, ICSP Port, and Shield Connection Port. The ex ternal Power Input ranges from 8V- 12 V while it needed 5 V for USB. The DC Power Output is at 3. 3 V with a frequency of 16 MHz and 12 MHz. It is being programmed using Integrated Development Environment (IDE). Additionally, PIC18F2550 platform which has also been programmed has an Arduino compatible layout. It works on Arduino like software development platform based on open source Pinguino project. The e- Gizmos Pinguino is also compatible with gizDuino line of shields and has an external power supply of 8V- 12V.Its communication medium is UART mode, serial communication to PC. Different applications are also placed on this trainer such as Relay and Motor Expander, Analog Voltage Sources, LM34 Temperature Sensor, 3 adjustable Voltage Sources, Digital to Analog DAC circuit, Switch Devices, Rotary Encoder Switch, 2 push button switches, 4 x 3 Keypad Matrix, Input and Output Expander, LED monitor, 2 Digit 7 segment LED display, Buzzer Circuit, Real Time Clock RTC, Alphanumeric LCD D isplay Unit, RS232 Interface Circuit, Power Supply Entry, Microcontroller Board Docking Port, s well as Breadboard. Limitation Since +5V is employed to power the trainer board, using unqualified +5V power source may cause damage to the trainer. Most components on this kit, especially the microcontrollers are known to be sensitive to Electrostatic discharge (ESD). With this, ESD may damage the trainer if not handled properly. As discussed, Microcontroller Board Docking is where the MCU board is installed. This accepts gizDuino style MCU board. However, since Arduino boards do not have extended connectors, it disallows any shields from being installed on it.Herewith, a suitable adapter is required for us to be able to use the Arduino with the Universal MCU Trainer. It should also be noted that each microcontroller family has its own software development kit (SDK) and some may require a separate programming cable. Definition of toll Microcontroller (MCU). It is a small computer on a s ingle integrated circuit containing a processor core, memory, and programmable input/output peripherals. Gizduino. It is an open source work out platform based on a simple input/output (I/O) board and use of standard programming language and is a tool for implementing specific design.Pinguino. It is also an Arduino compatible platform which works on Arduino like software development platform. Arduino. A popular open-source single-board microcontroller, descendant of the open-source wiring platform, designed to make the process of using electronics in multidisciplinary projects more accessible. AtMega 328. This is the microcontroller that powers the gizDuino. Integrated Development Environment (IDE). This is a software application that provides comprehensive facilities to computer programmers for software development. Zilog Encore.This system-on-a-chip includes an integrated memory controller, interfaces such as Universal Serial Bus (USB), Liquid Crystal Display (LCD) and Serial Per ipheral Interface (SPI). RS232 Interface. Its a RS232C junction transistor Transistor Logic (TTL) level converter. LCD Display Module. A tremendously popular low cost display device that can show user generated messages in 2 lines x 16 alphanumeric characters format. Breadboard. It is used to easily build small circuits to work on in addition to the trainer module. Real Time Clock (RTC). Is an electronic subsystem that keeps an accurate time and calendar.Buzzer. It is an annunciator which provides cost effective audible feedback between the machine and the user. Light Emitting Diode (LED). Is a semiconductor junction rectifier that emits light when conducting current and is used in electrical equipment. Liquid Crystal Display (LCD). It is a flat panel display, electronic visual display or video display that uses the light modulating properties of liquid crystals. Multiplexing. A method used to rapidly switch two or more digits in synchronization with their like segment drives (a- b-c-d-e-f-g). Input/Output Expander.This is used to serve 8 inputs and 8 outputs more using 5 or 6 microcontroller I/O. 4 x 3 Keypad Matrix. It is a small group of keys used to manually enter a data or a command while the microcontroller is running. Encoder Switch. in like manner known as rotary quadrature encoder switch, is a pure digital device that has the feel of an analog potentiometer. Push Button. An electrical switch operated by pressing a button, which closes or opens a circuit. Digital to Analog Converter (DAC). It is an interface device that will allow outputting an analog voltage based on a digital value.Analog Voltage Source. It provides both simulated and real analog voltage source which is used in Digital to Analog Converter. Stepper Motor Drive. This section in the trainer is used to control stepper motor operations via user code. Relay. Is an electrically operated switch, use an electromagnet to operate a switching mechanism mechanically and they are used where it is necessary to control a circuit by a low power signal. Universal Asynchronous Receiver/Transmitter (UART). It is the microchip with programming that controls a computers interface to its attached serial devices.

Analysing The Baby Bonus Scheme Health And Social Care Essay

For the past few old ages, aging population has been the psyche concern faced by several developed put ups. British Columbia is one state that faced an aging population. Much inquiry was conducted in this state to work pop out the job and it was revealed that the chief cause of this state of affairs is the worsening of birth footstep rate over decennaries 1 . constitutional Fertility Rate ( TFR ) is defined as the visualise of gulls an mean adult distaff would hold presuming that she lives her full generative life-time 2 . Considered as a developed state, Singapore has alike faced a serious job of worsening TFR. With TFR of 1.16 in 2010 3 , Singapore is ranked hundred-and-seventieth 4 in the universe and arguably one of the lowest TFR in the universe.Singapore authorities has implemented nearly policies to promote Singaporean to hold more than kids, and hence increase the TFR. The latest and most comprehensive policy to this terminal is the sis bonus outline.A root of research workers from Melbourne Institution of Applied Economics and Social Research investigated the consequence of sis fillip towards TFR. Based on their theoretical account baby fillip exerted a little positive consequence on fertility rate purpose which leaded to a positive impact on birthrate rate. The consequence seemed to be stronger for 2nd and perchance higher-order numbered kids. In add-on, the consequence showed that fillip consequence is lasting 5 . However this survey could non relegate that the consequence would be similar in local context, Singapore.Since there is no formal research particular on count on intoing TFR and pamper fillip strategy, our research ord personal slim down chiefly on look intoing the effectivity of infant fillip on TFR and position of the immature coevals with respects to this strategy. We regard a policy is effectual when it is able to replace by reversal the incumbent diminishing tendency of TFR. We pass on besides look into the most of write factor that peoples consider with respects to be aftering for kids. Suggestions that will function to better the effectivity of this policy will be given every bit good. The expected consequence for our analysis is that babe fillip is slight effectual in increasing Singaporeis TFR. Other factors such as the psychological-thinking and societal factors which may impact TFR will non be included in our survey.To do our research clearer and all-rounded, we introduce two divisions under debut, which describe the worsening tendency of TFR from 1990 to 2000 and reexamine the factors that affect TFR. The treatment of this paper will be separated into two chief parts, which are the method subdivision and consequences and treatment subdivision. The first portion will concentrate on explicating our study method and stuffs that we obtained from authorities records. Under the consequence subdivision, we will discourse our analysis utilizing primary and second-string in formations. The treatment focuses on effectivity of baby fillip policy in Singapore. Finally in the decision subdivision we will sum up the important findings of our survey and specify the background for future research to deduce better methods to get by with birthrate.1.1 Singapore demographic PatternFigure 1.1The new way of policy since the 1990is is in stressing the importance of get downing a household and safekeeping multiple kids to a roaring and all-around life. As seen from figure above, the TFR has continued to worsen steadily throughout the late ninetiess and early 2000s. This has raised concerns to the authorities as it is below the replacing rate of 2.1 6 that is needed by Singapore.1.2 Review of factors impacting TFR1.2.1. Education derived function and alterations in political orientationEducation gives one a strong head of their ain in prosecuting their dreams that include a stable and esteemed calling. A xxiv hours of 24 hours will be used to prosecute their dre ams, go forthing minimum trot for household planning and childbirth. Puting high value on work by some(prenominal) distaffs and males would increase the chance cost of holding kids. This might explicate the travel tendency in TFR.1.2.2. Fiscal groundsThe lifting costs of life and holding babes are discouraging newly-weds from childbearing. The mean earning of an employee is about S $ 4000 per month in 2010 7 . If we were to take and two most basic disbursals, kid lovingness fees and hospitalization measures that are incurred during and instantly after gestating, we preserve cognize that financial subvert is an disposed account for the worsening TFR in Singapore. Childcare services are priced at S $ 776 and S $ 572 for mean full twenty-four hours and half twenty-four hours fees severally in 2010 8 . While hospitalization fee for feminine parents after bringing in an mean ward of B2 fluctuates between S $ yard and S $ 1200 9 . The entire charge for these two constituen ts of expected disbursals squirt amount to S $ 2000, which is already half of the wage of an mean worker in Singapore. Such high degree of disbursement on one kid can so deter a important figure of newly-weds in holding kids, and our analysis is non even taking into history the changeless economy of financess for advanced acquisition and schooling in Singapore every bit good as day-to-day disbursals on nutrient and vesture for the kid. Clearly, childbearing is non an easy undertaking as it takes old ages of support from the point of gestating till the point of independency. Fiscal restraints can possibly be the most of import ground why there is a diminution in TFR observed in Singapore.2. MethodWe use secondary and primary informations to discourse the effectivity of babe fillip strategy. Secondary information was obtained from administrative records while primary informations was taken from study.The sample of our study was NTU undergraduates aged from 19 to 26 and selected by co nvenience sampling. We restricted our sample merely on Singaporeans and Singaporean PRs because babe fillip strategy is more eligible to them. The targeted size was nose candy participants, 50 males and 50 females.A pilot study was through with(p) on 50 respondents with our drafted sample study. We authoritative feedback that our inquiries were insistent and ill-defined. Leading inquiries were besides heedlessly included. most of the open-ended inquiries were left space, demoing that the inquiries discouraged participants to reply wholly. Consequences shown from this pilot study were inconsistent and unwaveringly to analyse accurately. To better on our research work, we conducted another study with impudently phrased inquiries which are simpler and more straightforward.At the start, we had inquiries aiming the figure of kids our respondents are be aftering to hold. The consequences here gave us a unsmooth thought of the TFR that Singapore will hold with its current subsidy pol icies in topographic point. Subsequently, we required respondents to rank the factors that affect their last on the figure of kids they were to hold. The most highly-ranked factors can help Singapore in planing or revising constabularies for greater impact on Singaporeis TFR. Next, we had inquiry taking to happen out whether babe fillip had a say in their household planning. This was to find the comparative importance of babe fillip strategy. Relatively high importance placed by Singaporean will let greater infinite for sway over the population size. We besides suggested a superior system for Singaporeis authorities inducement strategy to happen out about the policy that authorities should concentrate on. Last, we welcomed suggestions from respondents to give them an avenue for showcasing their point of views sing the subsidy policies in inquiry.3. Result and DiscussionThe Baby Bonus Scheme is a two-tiered strategy, comprising of a direct hard currency gift from the authorities an d a co-saving agreement in which the authorities lucifers dollar for dollar the sum parents put into a Child Development rate ( CDA ) , capable to a maximal sum 10 . It was foremost implemented in 2001. With the babe fillip strategy, 2nd or 3rd kid can convey important fiscal benefits for the parents from 2001 10 .The Baby Bonus Scheme did assist to settle the concerns of twosomes who find the fiscal load of raising a kid excessively heavy to bear. Monetary wagess given out to parents can be used subsidise the childis early old ages of instruction and medical demands.Figure 3.1 add-in 3.2From the figure above, we noticed that between 1997 and 1998, TFR dropped significantly by 0.15, compared to a twelvemonth before where the lessening was 0.06. We notice that there was a important difference in the lessening. A possible account is that Asiatic fiscal crisis had taken topographic point during 1997-1998 and this might back up our outlook that fiscal factors are impacting the de termination of twosomes to hold kids. The authorities may therefore make up ones mind to undertake the low TFR job from the fiscal facet by implementing babe fillip strategy in 2001.3.1. Secondary informationsFigure 3.2 shows that after execution of the babe fillip policy, the TFR from 2001-2004 dropped by 0.15. In the span of four old ages ( 1997-2000 ) we observed that TFR had dropped by 0.20. Comparing these two Numberss, TFR still falls, but it is falling at a diminishing rate, this suggests that babe fillip is so effectual to a certain extent. at that place was a alteration of policy in 2004 because the declared end of returning birthrate to replacement had non been achieved. Under the new strategy, the hard currency gift that parents received from the authorities was increased for the first to 4th born kid. Looking at period of 2004-2008, there was an overall addition of TFR by 0.02. Further sweetening was done in 2008. However looking at the TFR tendency, it showed a autumn o f TFR by 0.12 from 2008-2010. Hence, the effectivity of babe fillip is so problematic.In decision, the execution of babe fillip is good in assisting to decelerate down the lessening in TFR but it was non able to change by reversal the tendency. This shows that baby fillip policy is toothless in increasing the TFR.3.2. Primary informationsThe consequences attained from our study will be brooding of the younger coevals about their position towards the authorities subsidy policies.3.2.1 stainless Fertility RateFigure 3.3Figure 3.3 shows that 56 % our participants planned to hold a two kids and 20 % of them chose three kids. The per centum of people non be aftering to hold every kid is 10 % . This can be interpreted that most of the respondents will be willing to hold kids.TFR GenderFemale Male Both female and maleAverage or average 1.762.32.03Standard Error ( Deviation ) 0.870370.994880.96875Table 3.4To specify the entire birthrate rate more accurately, we will look into the differen t in expected TFR for both genders. Our findings show that if male is the determination shaper, the TFR will be 2.3 and if it is female, the expected TFR is 1.76. To acquire an accurate scope for the expected Entire Fertility Rate, we will use the musical legal separation appraisal method. We used 95 % assurance interval ( C.I ) as our base. For given a, ( 100- 100a ) % assurance interval means that ( 100- 100a ) % in chance that the true value of this TFR is inside this estimated interval. Hence, the value of a is equal to 0.05 if we use 95 % C.I.The lower edge of assurance interval is defined as ( X-tn-1 ( a /2 ) * s/vn ) , and ( X+ tn-1 ( a /2 ) * s/vn ) is the upper edge for assurance interval. We get the value of tn-1 ( a /2 ) from the t-distribution tabular array.Explanations1. N is the sample size2. Ten is the mean ( refer to postpone 3.4 )3. s is defined as standard mistake ( mention to postpone 3.4 )4. t49 ( 0.025 ) = 2.01 and t99 ( 0.025 ) = 1.984Therefore, the estimated interval of TFR when male is the determination shaper is2.01720 = TFR = 2.58280While the estimated interval of TFR when female is the determination shaper is1.51259 = TFR = 2.00741.As the optimal TFR of the authorities is 2.1 6 , we can see that if female was the determination shaper, the TFR is below 2.1. However, in doing determination of holding kids, it is non up to one person merely but a joint determination by both male and female. Therefore, it will be more appropriate if we consider the norm TFR as the expected TFR in the hereafter. The expected TFR in the hereafter is between 1.83780 and 2.22220 utilizing the interval appraisal method3.2.2 Ranking of factorsFigure 3.5The above information show the figure of participants that give rank i1i for the factor that they consider as the most of import with respects to child planning. Consequences revealed that 58 out of 100 respondents chose fiscal factors, followed by calling with 19 out of 100 participants. This consequence sup ported our outlook that fiscal is the most influential factor with respects to be aftering for kids. Hence, our research will be valuable in helping to better the TFR.3.2.3 Baby fillip strategyFigure 3.6 Figure 3.7Figure 3.6 shows that 90 % of the respondents knew the babe fillip strategy, this suggests that the participants are cognizant of the babe fillip strategy. From figure 3.7, 50 % of the participantis determination is affected by the babe fillip strategy. With this sum, we might non be able to reason that it is effectual. However, sing the state of affairs without the strategy, the TFR that we calculated supra has a high likeliness that it is traveling to be lower. This is because half of the participants might make up ones mind to take down their figure of kids planned if babe fillip strategy had non been implemented. Hence, the effectivity of babe fillip is problematic.Figure 3.8The figure above shows the grounds why Baby Bonus does non impact participantsi determination. 24 out of 50 people thought that babe fillip subsidy is deficient. This shows that they are non satisfied with the current strategy. If pecuniary benefits to be increased, there is a high possibility that this strategy will be more important to increase the TFR. This is besides supported by the grounds, that babe fillip alteration in 2004 was effectual, as TFR increased by 0.02.Figure 3.9Figure 3.9 shows the figure of participants that give rank i1i for the authorities subsidy policies that they consider as the most of import. As shown above, there is important figure of participants that prioritized wellness care, instruction and lodging impart with 27 % , 26 % and 25 % severally. However, merely 9 % of the participants chose baby fillip policy as the most of import policy. This shows that authorities should non concentrate their alteration of policies merely on babe fillip. The information suggested that there is an emerging tendency, that people are more disquieted about wellne ss attention, instruction and lodging affairs. Hence it is wise that the authorities looks into these three subsidy policies in greater deepness to increase the Singaporeis TFR.Figure 3.10 Figure 3.11If we separate our treatment into different genders, the impact of babe fillip strategy is greater on males. Referred to calculate 3.10 and 3.11, 60 % of the maleis determination was affected by the strategy, while 40 % of female participants were affected. This shows that babe fillip strategy plays a larger function in act uponing the maleis determination.Uniting the findings, TFR is below the replacing rate of 2.1 if female is the determination shaper. This means authorities should aim more on females and seek to increase the figure of kids they would be after to hold to increase the TFR. As shown from the figure 3.5, females considered fiscal factor as their precedence with 32 out of 50 female participants ranking it as figure 1. With this, focal point should still be given to fisca l factors, such as increasing pecuniary benefits to increase the willingness of adult females to hold more kids. Merely 40 % of the femaleis determination was affected by the babe fillip. We can deduce that increasing the subsidy for babe fillip may be less effectual. Hence, greater focal point should be placed on other subsidy benefits such as health care subsidy, instruction and lodging loans as shown from the figure 3.9.4. DecisionThis undertaking studied the impact of Singaporeis babe fillip policy on its entire birthrate rate. Baby fillip policy is non effectual in change by reversaling the tendency of the TFR. However, credits have to be given to pamper fillip as TFR was worsening at a diminishing rate. From our study, we conclude that fiscal facet is the most of import factor in oneis determination in household planning. We be that the expected TFR for female is below the replacing rate therefore greater focal point should be put on females. Greater accent should besides be placed on wellness attention, instruction and lodging affairs. One restriction of our undertaking could be found in our study sample. Because the study is conducted at heart school compounds, we treated all Singaporean respondents as a homogeneous group of highly-educated personal. This is non representative for the whole of Singapore population. We would urge future research to be conducted on a more heterogenous study sample so that Singaporean of all backgrounds can be reached.

Speech on Sleep

According to the research of Dr. James B. Maas, 40% of Americans (100 million people) are moderately to severely residuum-deprived High school and college students are among the most sleep deprived people in our population. 60% are sleepy during the day and 30% fall asleep in class at least once a week. The average person needs at least septette to nine hours of sleep every night but Many people do not get the sleep they need because their schedules dont allow adequate time for it and they do not know the negative effects lack of sleep can have on their health and functioning. Today Im going to inform you on the effects lack of sleep has on our soundbox such as depression, premature clamber aging, and Obesity.Shown in a 1997 study by researchers at the University of Pennsylvania, people who slept less than five hours a night for seven nights felt stressed, sad, and mentally exhausted. Over time, lack of sleep can contribute to the symptoms of depression because Depression results from serotonin imbalance, which regulates mood and sleep.Next I mentioned premature spit out aging. When you dont get enough sleep, your body releases more of the stress hormone called cortisol. In excess amounts, cortisol can break down skin collagen, the protein that keeps skin smooth and elastic, hence premature wrinkles occur with in the skin.Last but not least, weight gain. Lack of sleep increases hunger and appetite. According to a 2004 study by Phil Berman and colleagues, people who sleep less than six hours a day were almost 30 percent more likely to become round than those who slept seven to nine hours. Not only does sleep loss appear to stimulate appetite, but it stimulates cravings for high-fat and high-carbohydrate foods.To conclude, sleep is a very important key portion to our daily performance. Lack of sleep leads to unwanted conditions like I mentioned depression, premature skin aging, and excessive obesity. Although we all have very busy schedules, there is no wa y that everyone in this room cant dedicate 7 to 9 hours out of the 24 hours there is in a day to sleep.

Advertising and Sales Essay

AssignmentQ1. What is the meaning of advertising? Explain the advertising pyramid with a neat diagram. Advertising is the non-personal parley of information usually paid for and usually persuasive in nature rough crossings, services or ideas by identified sponsors through the mingled media to sieve broad references The five basic element of this pyramid are attention, interest, desire, action and satisfaction. Attention The first objective of advertising is to capture attention of the consumer. The job is clear as even shouting or clapping put up draw attention. Therefore, the copywriter usually makes the headline very catchy by using the bigger fonts. The other techniques are to use short punch lines in conversational language. Interest The advertisings next objective is to create interest in the readers about the level off of intersection. After giving a good headline, their interest is retained by elaborating on the key features of the product.This is usually incorpor ated in the body copy. Desire In this step, the advertisement creates a situation for the prospective customer to enjoy benefits of the product vicariously. The writer creates a situation that makes the reader feel as though at that place is a lot that is being missed if one does non use the product. Action The purpose of this step is to motivate people to do something. No advertisement is successful if it suffernot induce any action. This is not a difficult step because if the copy is clear then surely the reader will act. Satisfaction The vizor of the pyramid is satisfaction. After the product is bought, the buyer should have a feel of satisfaction. The customer should always feel that it has got the appropriate returns for the money spent. Q2. What do you understand by integrated marketing communication (IMC)? What are the various roles? IMC is a strategic business process used to develop, execute, and evaluate coordinated, measureable, persuasive notice communications progr ams all over time with customers, prospects, employees, associates, and other tar nonplused relevant internal and external auditory senses. The goal is to generate both short-term financial returns and puddle long-term brand and share-holder nurture. Integrated market Communications (IMC) is a process involving coordination of various progressional elements and othermarketing activities that communicate with a firms customers. It includes managing customer relationships that drive brand value through communication efforts. The role of IMC can be discussed with the following points Identifying the target audience Specifying promotion objectives Setting the promotion work out Selecting the reform promotional tools blueprint the promotion Scheduling the promotionIdentifying the target audience IMCs first function is to identify the right audience. It is very important to deliver the message to the right audience. Specifying promotion objectives Designed for a well-defined tar get audience Measurable Cover a specified time periodHierarchy of effects age of stages a prospective buyer goes through Use as a tool to develop objectives Awareness Ability to recognize and remember the product or brand Interest Increase in desire to learn about the product features Evaluation Consumers appraisal of the product on important attributes runnel Consumers actual first purchase and use Adoption Repeated purchase and use of the product or brand Setting the promotion budget Percentage of gross sales Funds are allocated as a percentage of past or anticipated sales Competitive parity Matching the contests absolute level of spending Selecting the right promotional tools Specify the combination of the five basic IMC tools advertising, Personal selling, sales promotion, public relations and contribute marketing Promotion mix can vary Assess the comparative importance of the various toolsDesigning the promotion Design of the promotion plays a primary winding role in determining the message that is communicated to the audience Design action is viewed as the step requiring the most creativeness Design each promotional activity to communicate the same message Scheduling the promotion Determine the most effective timing Promotion schedule describes Factors such as seasonality and competitive promotion activity can influence the schedule. Q3. While developing an advertisement, some theories are useful. Discuss the two theories to design an advertisement. In developing an advertisement for an advertising campaign, several(prenominal) theoretical frameworks are useful. The first theory is the hierarchy of effects model. The second is a means to an end chain. Both the hierarchy of effects model and a means to an end chain can be used to develop leverage points. 1. Hierarchy-of-Effects ModelAmong advertising theories, the hierarchy-of-effects model is predominant. It helps clarify the objectives of an advertising campaign as well as the obje ctive of a particular advertisement. The model suggests that a consumer or a business buyer moves through a series of half dozen steps when becoming convinced to make a purchase. These six steps are as follows Awareness If most of the target audience is unaware of the object, the communicators task is to build awareness, perhaps just name and recognition with simple messages repeating the product name. Consumers must become aware of the brand. Knowledge The target audience might have product awareness but may not know much more hence this stage involves creating brand knowledge.This is where comprehension of the brand name and what it stands for become important. What are the brands specific appeals, its benefits? Liking If target members know the product, how do they feel about it? If the audience looks unfavorably towards the product then the communicator has to find out why. If the unfavorable view is based on real problems, communication campaigns alone cannot do the job of erasing it. Preference The target audience might the like the product but not prefer it to others. In this case, the communicator must try to build consumer preference by promoting quality, value, performance and other features. belief A target audience mightprefer a particular product but not develop the confidence about buying it. The communicators job is to build conviction among the target audience. Purchase Finally, some members of the target audience might have conviction but not quite get around to making the purchase. They may wait for more information or plan to act later. 2. Means-End TheoryA second theoretical approach a creative (team) can use to design an advertisement is a means-end-chain. This approach suggests that an advertisement should contain a message or means that lead the consumer to a desired end state. Means end theory is the basis of a model called the Means-End Conceptualizations of Components for Advertising Strategy (MECCAS). The MECCAS model sugge sts using five elements in creating advertisements. The products attributes delicious and refreshing are the products attribute. Consumer benefits delicious and refreshing are linked with the benefit of freshness and good taste. Leverage point the leverage point in the advertisement is the link between the benefit of delicious drink and the personal value of choosing the right drink of an athlete. Personal Values the value of the consumer, the creator of buying Coca Cola. He could value the refreshing or the delicious attributes. The marketers need to understand the personal value so that the message will shit the right target. Q4. What do you mean by public relations(PR)? What are the difference between PR and advertising? Public relations is used to build vibrancy with employees, customers, investors, voters or the general public. Public Relations (PR) is the actions of a corporation, store, government, individual etc. in promoting goodwill between itself and the public, the community, employees, customers etc. The most comprehensive definition is as followsPublic relation is the management function which evaluates public attitudes, identifies the policies and procedures of an fundamental law with the public interest and executes a program of action and communication to earn public grounds and acceptance. The following are the differences between advertising and public relations. Advertising 1. The lodge pays for advertising the company. Hence the focus is on getting its products orservices.2. Since you are remunerative for the space, you have creative control on what goes into that advertisement. 3. Advertisements can be anesthetizeed or run repeatedly. An advertisement by and large has a longer shelf intent than one press release. 4. In advertising, you get to exercise your creativity in creating in the raw advertising campaigns and materials.5. If you are working at an advertising office staff, your main contacts are yours-workers and t he agencys clients. 6. You are looking out your target audience and advertise accordingly. You would not advertise a kids Product in a business magazine. 7. Some industry professionals such as Account Executive have contact with the clients. Others like Copywriters or Graphic Designers in the agency may not meet with the client at all. 8. Sales, 20% discount, Buy this product Act now Call today These are the things you can say in an advertisement. You want to use those buzz words to motivate people to buy your product. Public relations1. The objective is to get free advancement for space. You know exactly when that advertisement will on air to be published. 2. You have no control over how the media presents your information, if they decide to use your information at all. They are not obligated to cover your event or publish your press release. 3. You submit a press release about a new product or about a news conference once. The PR exposure you receive is only circulated once and t he editor will not publish more than once. 4. In public relations, you have to have a nose for news and be able to generate buzz through that news. You exercise your creativity in the way you search for new news to release to the media. 5. In PR, the main contacts will be people in the area of publications and broadcast media. 6. It is generally not possible to segment, target or position the product or service. 7. In public relations, you are very visible to the media.PR professionals are not always called on for the good news. In an emergency you may have to give a statement or on-camera interview to journalists. You may represent your company as a spokesperson at an event. 8. You are strictly writing in a no-nonsense news format. Any blatant commercial messages in your communications are disregarded by the media. Q5. What are the four types of annalists used to develop a comprehensive model for evaluation of a sales organization? There are mainly four factors or types of compend that are usually needed todevelop a comprehensive model for evaluation of a sales organization. They are 1) Sales analysis2) Cost analysis3) Profitability analysis4) Productivity analysis1) Sales analysis It is an important factor for evaluating the metier of a sales organization. Sales analysis detects strengths and weaknesses of the organization. Sales analysis is described as a detailed inspection of a companys sales data, which includes assimilating, classifying, comparing and drawing conclusions. Sales analysis is through based on the following parameters a) Levels in sales organization Sales analysis should be done at all levels of the sales organizations. This includes evaluation of sales performance from the company level down to the last level. b) Types of sales The analysis of different types of sales at different organizational levels definitely increases the sales managers ability to detect problem areas in the companys sales performance. For example, analysis can be d one a. Based on type of productsb. By distribution channels typesc. By type of customer classificationsd. By size of orders2) Cost analysis Cost analysis is the analysis of costs that affect sales volume. The purpose of marketing cost analysis is to determine the profitability of sales control units, like market segments, sales territories and products. This is done by subtracting the marketing costs from the sales revenues, associated with the sales control units. 3) Profitability analysis Profitability analysis of marketing units (that is, regions, branches, channels, products or customer groups) can be developed by preparing profit and loss (or income and expense) statements for marketing units. However, the question arises as to how to allocate indirect or shared expenses to various marketing units. There are two approaches for profitability analysis 4) Productivity analysis Productivity is usually measured by ratios between outputs and inputs. For example, sales per salesperso n are used by many companies as a measure of productivity.Thereare other productivity ratios such as selling expenses per salesperson, sales calls per salesperson, and quotations submitted per salesperson. Q6. Describe the meaning and importance of media fix decisions. A media mix is the way various types of media are strategically combined in an advertising plan, such as using newspaper and posters to announce a new product as the iPod managers did, followed by television advertising that shows how to use the product and billboards that reminded people to look for it when they go out to the store. A media vehicle is specific TV program (Comedy Circus, CID), newspapers (The Telegraph, Mumbai Mirror), magazines (The Sport star, Elle). Media planning is the way advertisers identify and select media options based on research into the audience profiles of various media planning also includes scheduling and budgeting. Media buying is the task of identifying specific vehicles, such as TV channels/programs or websites, negotiating the cost to advertise in them and handling the details of billing and payment.Frequency refers to the number of times a person is exposed to the advertisement. An impression is one persons opportunity to be exposed one time to an advertisement in a broadcast program, newspapers, magazines or outdoor locations. Circulation means the number of copies sold. In the media industry, there are professionals who do both, sell and buy advertising. Media sales people work for a medium, such as a magazine or television channel and their objective is to build the best possible arguments to convince media planners to use the medium they represent. There are also media reps, who are people or companies that sell space (in print) and time (in broadcast) for a variety of media. The rate base is the real number of copies of a newspaper or magazine that gets printed and sold. Readership is the average number of readers per copy sold.

English Placement Essay

Nearly 20 age ago, Raymond received severe head trauma from a car stroking which left-hand(a) IM in a coma for nearly a month. Eventually, Raymond recovered but he had difficulty, especially with his memory. Harriet becomes Raymond primary caregiver. Harriers wellness began to decline over the years eventually suffering a stroke and a broken hip requiring her placement in skilled nursing home. The family found themselves trying to determine what arrangements their stick had made for her care as well as Raymond.They found that she neglected to address any of their affairs no powers of attorney, no living wills, no wills and in truth small nest egg. It was to long after Harriet placement in the home that Raymond is placed the dementia ward of the same facility as Harriet. Because of the lack of readying Raymond son had to be declared is fathers legal guardian by the Courts. Although the nursing home claimed the fourth floor was a dementia unit, it was little more than a special(a ) access skilled nursing unit. Patients were permitted to wander the ward with little or no supervision.The family was not happy about the situation but with limited financial resources there was no choice. On February 28th, 2011, Raymond was wandering the halls of the unit, one can only surmise what occurred next. According to a subsequent state investigation, the wing was left unsupervised. An amputee patient fell out of his wheelchair. A life member of the volunteer fire department Raymond heard the wonder alarm sounding and intuitively he attempted open the large nutritional door to the patients room.The patient was lying on the floor directly behind the door. The door would not open, so Raymond continue to push on the doors trying to be of assistance. Eventually, the staff heard the alarm and responded to find Raymond in the hall and the patient on the floor with head trauma. later the incident, the family received a call from the nursing home stating that Raymond need to go t o the hospital psychiatric unit. The family was not alarmed as this had happened a few quantify before.The home failed to elaborate. The morning news told the story of an incident of a dementia patient assaulting another. The following evening the news was of a dementia patient universe charged with aggravated assault with the District Attorney office considering homicide charges. The family had to obtain a criminal attorney for Raymond, who had already been declared legal incompetent by the courts. It seems the nursing home had not mentioned that to the charging officer or the District Attorneys office.They also had to obtain a civil attorney because the victims family had indicated they were going to sue all the parties involved. Raymond could be of little help in his defense and became confused easily reverting to his earliest memories. Investigations were being conducted into the events that led to this tragedy. The district attorneys office hired a forensic psychiatrist to de termine if Raymond was competent and the state department of public welfare was conducting its own investigation. Meanwhile, being unified too hospital psychiatric unit Raymond health declined quickly.He refused to feed himself and became frustrated if others offer to feed himself a natural progression of dementia. Because of Raymond overall health a feeding tube was rejected by the family. On the evening of April 30, 2011, Raymond died alone in the same hospital as his victim had two months earlier. The following day the district attorneys office stated that Raymond would not get hold of been charged with any criminal charges. Six weeks later the nursing home suffered one of the largest fine in the history of the State as well as being placed on a provisional license.

Clustering Techniques in Oodbms (Using Objectstore)

Introduction Performance of a entropybase can be greatly squeeze by the manner in which entropy is loaded. This fact is true regardless of when the data is loaded whether loaded before the coating(s) begin retrieveing the data, or concurrently eon the application(s) are accessing the data. This paper will present various st castgies for locating data as it is loaded into the database and detail the performance implications of those strategies. entropy Clustering, Working Sets, and Performance With ObejctStore access to persistent data can perform at in-memory speeds.In order to achieve in-memory speeds, one accepts cache affinity. Cache affinity is the generic term that describes the tip to which data accessed within a program overlaps with data already retrieved on behalf of a previous request. Effective data caboodle allows for better, if not optimal, cache affinity. Data slow-wittedness is defined as the proportion of objects within a given storage block that are acce ssed by a client during some stage setting of activation. Clustering is a technique to achieve high data density. The working set is defined as the set of database pages a client needs at a given time.ObjectStore is a page-based architecture which performs best when the following goals are met Minimize the number of pages transferred between the client and server Maximize the use of pages already in the cache In order to achieve these goals, the working set of the application should be optimal. The way to achieve an optimal working set is via data clustering. With good data clustering more data can be accessed in fewer pages thus a high data density rate is obtained. A higher data density results in a smaller working set as well as a better obtain of cache affinity. A smaller working set results in fewer page transfers.The following sections in this paper will explain several clustering patterns/techniques for achieving better performance via cache affinity, higher data density and a smaller working set. NOTE clustering is used in this paper as a concept of locality of reference. The term is not existence used to refer to the physical storage unit available in ObjectStore. ObjectStore does present the user with a choice for location of allocations with the database, within a particular segment, within a particular cluster. For the remainder of this paper, the discussion of cluster is a conceptual one, not the ObjectStore physical one.Database Design Process Database practice is one of the most important steps in deviseing and implementing an ObjectStore application. The following steps are pre-requisites for a database design 1) Identify key use cases (ones which need to be fast and/or are run frequently) 2) Identify the object(s) used by the use cases called out in step 1 3) Identify the object(s) that are read or updated during the use cases called out in step 1 The focus of clustering efforts should be on the database objects which are used in the h igh priority use cases identified above.Begin to cluster based on one use case, and then validate with others. The database design strategies which lend themselves to achieving the optimal working set are Clustering Partitioning There are several divers(prenominal) types of techniques which result in data being well clustered Isolate Index Pooling Object Modeling Data Clustering Clustering is a technique used to achieve high data density. Another definition of clustering is a grouping of objects together. If a use case requires objects A, B and C to operate, then those objects should be co-located for optimal data density.If upon warhead the database, those objects are physically allocated close to one another, then we say we nonplus clustered those objects. Assume that the size of the three objects combined is less than the size of a physical database page. The clustering leads to high data density because when we fetch the page with object A, we will also get objects B and C. In this particular case, we need just one page transfer to get all objects required for our use case. To accomplish good clustering, one must know the use cases and the objects conglomerate in those use cases.Given that knowledge, the goals of clustering are Cluster objects together which are accessed together Separate (de-cluster, or partition we will discuss variance in detail later in this paper) objects which are never accessed together. This includes separating frequently accessed data from rarely accessed data. Partitioning Partitioning is a strategy to isolate subsets of objects in different physical storage units. By definition, if two objects are in different partitions, they are de-clustered. The two goals of partitioning are to gain isolation and to increase data density.Isolation is desirable when concurrent access is required. The scope of this paper is not intended to cover concurrency. For that reason our discussion of partitioning will be rather brief. Altho ugh partitioning is intended for isolating objects, its use can improve data density. This may seem, by definition, to be counter intuitive. Let us use an example to illustrate. presuppose a grocery store. If you were in need of a box of cereal, you would go down the cereal gangboard. If the grocer has do his job correctly, the aisle (or some number of shelves in the aisle) will be populated ONLY with boxes of cereal.Because other items have been located in their respective aisles/shelves, the entire cereal aisle is dense with cereal. If the grocer had not done the job correctly, a given section of a shelf might have (for instance) boxes of noodles, cans of vegetables, and bags of chips. In this scenario, the shelf does not have good data density for the goal of obtaining a box of cereal. Recall the definition of data density the proportion of objects within a given storage block that are accessed by a client during some scope. Our scope is to obtain a box of cereal.Our storage b lock is the aisle or a shelf. If the shelf in dubiousness contains many items other than cereal, then we have poor data density. If, on the other hand, we partition the non-cereal items to be in different aisles, then the cereal aisle would contain only cereal and thus a high data density would Conclusion The way in which data is loaded into the database can have significant impact on the performance of an application. Careful analysis of the use cases for an application should allow key objects to be identified. Once key objects are identified, a clustering strategy can be planned.Several of the techniques presented here can allow for a clustering strategy that will boost performance far beyond any tuning that might be done after the database is loaded and the application delivered. It is often the case that several techniques can be combined an application need not restrict itself to the use of just one technique. The goal of clustering is to reduce your working set size yield hi gher data density and reduce the number of pages which need to be transferred between the application and the ObjectStore server.

A Cultural Perspective

The Philippines is part of S divulgeh East Asia but it many ways it is different from the rest of the region. For one, almost every Filipino (that is how they are called) john speak English aside from their indigenous dialects (Erickson, 1982, p. 19).While Filipinos possess distinct Malay features such as black hair, eyes and brown skin, there are similarly a multitude of which has brown hair and eyes, alabaster skin and carry Spanish names. This is due to the long Spanish colonization the country underwent, starting in the 16th century and lasting for more than 300 days (Borlaza and Wurfel, 2002, p. 545). The Spanish influence is also responsible for the dominance of the Roman Catholic religion in the country.However, it is the countryside of the Philippines, with its rice fields, tropical setting and beautiful beaches that seems to connect the country with the rest of its neighbors. The country is a magnet for tourist during summer vacation with its endless beaches and equable weather. Furthermore, the Spanish heritage, along with the brief American and Japanese colonization has contributed to the shaping of the Filipino culture- different languages and dialects, food, dance and music, and societal order.The countrys contact with mainland China cannot also be discounted. Starting in the 10th century, the Philippines had engaged contact with the Chinese, resulting in people with Filipino-Chinese descent (p.540). Filipinos are said to have an uncommon rut and courtesy (p.19).The country has also weathered some of the most colorful incidents in politics- from the Martial Law era during the 70s to the EDSA revolution and People Power in the 80s , impeachment trial of former president Joseph Estrada and the impeachment attempts against its current president Gloria Macapagal-Arroyo( Steinberg, 2009). Truly, the island world of the Philippines offers a unique cultural perspective.The Republic of the Philippines, as it is properly know, is an archipelago made up of 7,100 islands deceitfulness some 500 miles off Asia south-eastern coast ( Borlaza and Wurfel, 2002, p. 537). The country has three main islands- Luzon, Visayas and Mindanao (p. 537).According to archaeologists, there have been prehistoric tribes existing in the Philippines when the country was still inclined to the Asian mainland (Erickson, 1982, p.20). Furthermore, the first people were said to be primitive Negritos or small Negroes who resided in the forest of the islands (p. 200. These people, described as pygmy like were themselves posterity from the great migration in Asia during the Stone Age (p. 20).Indonesians, Malaysians and Chinese also settled in the Philippines. In 1521, Portuguese navigator Ferdinand Magellan landed in Leyte Gulf and claimed the island for Spain (p. 20) .Thus began the 333 years of Spanish colonization of the country (p.20). In 1896, the Philippines started its efforts to relinquish Spanish control on them, organizing movements and revolts (p. 20 ). During this time, Spain was also in the midst of battle with America.The Spanish-American War broke out and continued in the Philippines, another Spanish territory (Davidson, Lytle, Heyrman, Gienapp and Stoff, 1998, pp.750). The Treat of Paris granted America control of the Philippines (p.20). This was greeted with mixed reactions from Filipinos. Some Filipinos viewed the United States as liberators speckle others labelled them as new colonizers (p. 751). Under the leadership of William Ho fightd Taft, the Philippines was transformed- building American schools, roads, factories and even introducing new farming methods to guide the country as it becomes independence (p. 753).During the American regime, the Philippines benefited socially, politically and economically. In 1935, the Commonwealth of the Philippines was formed with Manuel L. Quezon as its first president (p. 20). The celebration was cut short due to the explosion of the Second World War. When war broke out, the Philip pine was occupied by the Japanese.

Mercedes benz marketing plan Essay

Mercedes Benz is adept of the most recognisable names in the world. If you mention car, luxury, dependable, performance and The Best or Nothing, the first name it comes on your mind is Mercedes Benz. History of Mercedes Benz is the greatest out there, but I am going to focus on the Mercedes Benz USA, also known as MBUSA. MBUSA is a division responsible for distribution and merchandising of Mercedes Benz products in the U. S. The home of MBUSA are in Montvale, New Jersey. There are two dealership locations of MBUSA in northeast Ohio, one in Willoughby and the other one in Bedford.Also included in their division are Maybach, wise and Sprinter. Although founded in 1965, MBUSA started importing Mercedes Benz in 1952, and the iconic car that started it all was 300SL Gullwing. It was founded under Max Hoffman the current chief operating officer of MBUSA is Steve Cannon. Other key personnel at MBUSA are Harald Henn CFO and VP, Inigo Mazquiaran GM of Corporate Finance and Joachim Schmidt executive director Vice President of Sales & Marketing for Mercedes-Benz. Over the following years, MBUSA grew into a nationwide organization, now employing all over 1500 people.The company also has 356 associated dealerships that employ 21,500 people themselves. MBUSA operates in the Car Dealership industry, in the distribution and marketing division of car sales industry to be more than specific. With 305,072 passenger vehicles sold in the U. S. in 2012. SWOT Analysis Strengths 1. Mercedes Benz has a strong brand value and global leader in bountifulness cars 2. Leader in innovation i. e. 1st to introduce diesel engines, fuel injection and anti-locking brakes Weaknesses 1. risque maintenance cost of Mercedes Benz car 2. High prices compared to competition Opportunities1. Developing hybrid cars and fuel efficient cars for the prospective 2. Fast growing luxury automobile market & increased income Threats 1. Ever increasing fuel prices 2. intemperate competition from global au tomobile brands The Competition 1. BMW 1. Porsche 2. Audi 3. Volkswagen 4. Jaguar 5. Ferrari 6. Aston Martin 7. Volvo The Industry they compete in is Oligopoly. Their militant terminus is to be global top-of-the-mind premium automobile brand. By putting their slogan as the best or nothing, they are tending to put inside the peoples mind that there is not another competition for them.The main opportunity for MBUSA is that the economy should grow. And the economy is growing because they sold 15% more cars so far than last year. Their best strength is that they always have been innovators, and the leaders in this industry. The engine room on these cars is highest ever possible. And they keep amazing people for what they offer the good example is the all-new 2014 S-Class Mercedes Benz. All competitive advantages, or disadvantages, that Mercedes Benz as a car offers is reflected at their MBUSA sales division. The product they sell in my perspicacity is superior of what their competiti on offers.

Vampire Academy Chapter 2

TWOMY HATRED NOTWITHSTANDING, I HAD to admit Dimitri Beli- some(prenominal) was pretty smart. After theyd carted us off to the airport to and onto the Academys private jet, hed taken unitary look at the two of us speak and ordered us separated.Dont let them prate to each some other, he warned the guardian who escorted me to the back of the plane. Five transactions together, and theyll come up with an escape plan.I piece of cake him a haughty look and stormed off bulge bulge the aisle. Never mind the fact we had been planning escape.As it was, things didnt look good for our heroes or heroines, rather. Once we were in the air, our odds of escape dropped further. Even supposing a miracle occurred and I did manage to take tabu all ten dollar bill guardians, wed sort of have a problem in getting off the plane. I figured they capability have parachutes aboard somewhere, however in the un bidly event Id be able to operate one, in that location was stillness that little issue of survival, seeing as wed probably land somewhere in the approximative Mountains.No, we werent getting off this plane until it landed in backwoods Montana. Id have to hark back of something then, something that involved getting past the Academys magical wards and ten times as many guardians. Yeah. No problem.Although Lissa sat at the foregoing with the Russian computerized axial tomography, her fear sang back to me, pounding inside my head identical a hammer. My restore for her cut into my fury. They couldnt take her back there, not to that place. I wondered if Dimitri efficacy have hesitated if he could feel what I did and if he knew what I knew. Probably not. He didnt care.As it was, her emotions grew so strong that for a mument, I had the befuddle sensation of sitting in her seat in her skin even. It happened sometimes, and without much warning, shed pull me right into her head. Dimitris tall-growing frame sat beside me, and my hand her hand gripped a bottle of wate r. He leaned forward to pick up something, revealing six tiny symbols tattooed on the back of his neck molnija marks. They looked like two streaks of jagged lightning crossbreeding in an X symbol. One for each Strigoi hed killed. Above them was a twisting line, sort of like a snake, that marked him as a guardian. The promise mark.Blinking, I fought over against her and shifted back into my own head with a grimace. I hated when that happened. Feeling Lissas emotions was one thing, save slipping into her was something we both despised. She saw it as an invasion of privacy, so I wonted(prenominal)ly didnt tell her when it happened. neither of us could control it. It was another(prenominal) effect of the pose, a bond neither of us fully understood. Legends existed about psychic links between guardians and their Moroi, but the stories had never mentioned anything like this. We fumbled by it as best we could.Near the end of the flight, Dimitri walked back to where I sat and traded p laces with the guardian beside me. I pointedly turned remote, staring out the window absentmindedly Several moments of silence passed. Finally, he said, Were you actually going to attack all of us?I didnt answer.Doing that? protecting her like that it was very brave. He paused. Stupid, but still brave. Why did you even try it?I glanced over at him, brushing my hair out of my view so I could look him levelly in the eye. Because Im her guardian. I turned back toward the window.After another quiet moment, he stood up and returned to the front of the jet.When we landed, Lissa and I had no choice but to let the commandos draw us out to the Academy. Our car stopped at the gate, and our driver round with guards who verified we werent Strigoi about to go off on a killing spree. After a minute, they let us pass on through the wards and up to the Academy itself. It was near sunset the start of the vampiric day and the campus lay wrapped in shadows.It probably looked the same, sprawli ng and gothic. The Moroi were big on tradition nothing ever changed with them. This groom wasnt as overage as the ones back in Europe, but it had been built in the same style. The buildings boasted e laborate, al intimately churchlike architecture, with high peaks and nether region carvings. Wrought iron gates enclosed small gardens and doorways here and there. After living on a college campus, I had a new appreciation for except how much this place resembled a university more than a typical high school.We were on the secondary campus, which was divided into lower and upper schools. Each was built around a large open quadrangle decorated with stone paths and enormous, century-old trees. We were going toward the upper schools quad, which had academic buildings on one side, while dhampir dormitories and the gym sat opposite. Moroi dorms sat on one of the other ends, and opposite them were the administrative buildings that in any case served the lower school. Younger students live d on the primary campus, farther to the west.Around all the campuses was space, space, and more space. We were in Montana, after all, miles away from any real city. The air felt cool in my lungs and smelled of pine and wet, decaying leaves. transcend forests ringed the perimeters of the Academy, and during the day, you could see mountains rising up in the distance.As we walked into the main part of the upper school, I broke from my guardian and ran up to Dimitri.Hey, Comrade.He kept walking and wouldnt look at me. You want to talk now?Are you taking us to Kirova?Headmistress Kirova, he corrected. On the other side of him, Lissa shot me a look that said, Dont start something.Headmistress. Whatever. Shes still a self-righteous old bit My words faded as the guardians led us through a set of doors-straight into the commons. I sighed. Were these volume really so beastly? There had to be at least a dozen ways to get to Kirovas great power, and they were taking us right through the ce nter of the commons.And it was breakfast time.Novice guardians dhampirs like me and Moroi sat together, eating and friendlyizing, faces alight with whatever current gossip held the Academys attention. When we entered, the loud buzz of conversation stopped instantly, like someone had flipped a switch. Hundreds of sets of eyeball swiveled toward us.I returned the stares of my former classmates with a lazy grin, nerve-racking to get a sense as to whether things had changed. Nope. Didnt expect like it. Camille Conta still looked like the prim, perfectly groomed bitch I remembered, still the self-appointed loss leader of the Academys royal Moroi cliques. Off to the side, Lissas gawky near-cousin Natalie watched with wide eyes, as innocent and na?ve as before.And on the other side of the room?well, that was interesting. Aaron. Poor, poor Aaron, whod no doubt had his heart broken when Lissa left. He still looked as cute as ever maybe more so now with those same golden looks that c omplemented hers so well. His eyes followed her every move. Yes. Definitely not over her. It was sad, really, because Lissa had never really been all that into him. I commemorate shed gone out with him simply because it seemed like the expected thing to do. however what I found just about interesting was that Aaron had apparently found a way to pass the time without her. Beside him, holding his hand, was a Moroi youth lady who looked about eleven but had to be older, unless hed become a pedophile during our absence. With plump little cheeks and nordic ringlets, she looked like a porcelain doll. A very pissed off and evil porcelain doll. She gripped his hand tightly and shot Lissa a look of such burning hatred that it stunned me. What the inferno was that all about? She was no one I knew. Just a jealous girlfriend, I guessed. Id be pissed too if my guy was watching someone else like that.Our walk of shame mercifully ended, though our new setting Headmistress Kirovas office di dnt really improve things. The old hag looked exactly like I remembered, sharp-nosed and gray-haired. She was tall and slim, like most Moroi, and had everlastingly reminded me of a vulture. I knew her well because Id spent a haulage of time in her office.most of our escorts left us once Lissa and I were seated, and I felt a little less like a prisoner. Only Alberta, the captain of the schools guardians, and Dimitri stayed. They took up positions along the wall, looking stoic and terrifying, just as their blood line description required.Kirova fixed her angry eyes on us and opened her mouth to begin what would no doubt be a major bitch session. A deep, gentle voice stopped her.Vasilisa.Startled, I realized there was someone else in the room. I hadnt noticed. Careless for a guardian, even a critic one.With a great deal of effort, schoolmaster Dashkov rose from a corner chair. Prince Victor Dashkov. Lissa sprang up and ran to him, throwing her weaponry around his frail body.Uncle, she whispered. She sounded on the verge of tears as she tightened her grip.With a small smile, he softly patted her back. You have no idea how glad I am to see you safe, Vasilisa. He looked toward me. And you too, Rose.I nodded back, trying to hide how shocked I was. Hed been sick when we left, but this this was horrible. He was Natalies spawn, unaccompanied about forty or so, but he looked twice that age. Pale. Withered. Hands shaking. My heart broke watching him. With all the horrible people in the world, it didnt seem fair that this guy should get a disease that was going to kill him young and ultimately slip by him from becoming king.Although not technically her uncle the Moroi used family terms very loosely, especially the royals Victor was a close friend of Lissas family and had gone out of his way to help her after her parents had died. I desire him he was the first person I was happy to see here.Kirova let them have a hardly a(prenominal) more moments and then stif fly drew Lissa back to her seat.Time for the lecture.It was a good one one of Kirovas best, which was saying something. She was a master at them. I swear that was the only reason shed gone into school administration, because I had yet to see any evidence of her actually liking kids. The rant covered the usual topics righteousness reckless behavior, self-centeredness?Bleh. I immediately found myself spacing out, alternatively pondering the logistics of escaping through the window in her office.But when the tirade shifted to me well, that was when I tuned back in.You, take to the woods Hathaway, broke the most saintly promise among our kind the promise of a guardian to protect a Moroi. It is a great trust. A trust that you violated by selfishly taking the princess away from here. The Strigoi would love to finish off the Dragomirs you about enabled them to do it.Rose didnt kidnap me. Lissa spoke before I could, her voice and face calm, despite her flighty feelings. I wanted to g o. Dont blame her.Ms. Kirova tsked at us both and paced the office, hands folded behind her narrow back.Miss Dragomir, you could have been the one who orchestrated the entire plan for all I crawl in, but it was still her responsibility to make sure you didnt carry it out. If shed do her duty, she would have notified someone. If shed done her duty, she would have kept you safe.I snapped.I did do my duty I shouted, jumping up from my chair. Dimitri and Alberta both flinched but left me alone since I wasnt trying to hit anyone. Yet. I did keep her safe I kept her safe when none of you I made a sweeping gesture around the room could do it. I took her away to protect her. I did what I had to do. You certainly werent going to.Through the bond, I felt Lissa trying to send me solace messages, again urging me not to let anger get the best of me. Too late.Kirova stared at me, her face blank. Miss Hathaway, forgive me if I fail to see the logic of how taking her out of a heavily guarded, magically secured environment is protecting her. Unless theres something you arent telling us?I bit my lip.I see. Well, then. By my estimation, the only reason you left aside from the novelty of it, no doubt was to avoid the consequences of that horrible, destructive stunt you pulled just before your disappearance.No, thats not And that only makes my decision that much easier. As a Moroi, the princess must continue on here at the Academy for her own safety, but we have no such obligations to you. You will be sent away as soon as possible.My cockiness dried up. I?what?Lissa stood up beside me. You cant do that Shes my guardian.She is no such thing, particularly since she isnt even a guardian at all. Shes still a novice.But my parents I know what your parents wanted, God rest their souls, but things have changed. Miss Hathaway is expendable. She doesnt deserve to be a guardian, and she will leave.I stared at Kirova, unable to believe what I was hearing. Where are you going to sen d me? To my mom in Nepal? Did she even know I was gone? Or maybe youll send me off to my father?Her eyes narrowed at the bite in that last word. When I spoke again, my voice was so cold, I barely recognized it.Or maybe youre going to try to send me off to be a blood whore. Try that, and well be gone by the end of the day.Miss Hathaway, she hissed, you are out of line.They have a bond. Dimitris low, accented voice broke the heavy tension, and we all turned toward him. I think Kirova had forgotten he was there, but I hadnt. His presence was way too powerful to ignore. He still stood against the wall, looking like some sort of cowboy sentry in that ridiculous long come up of his. He looked at me, not Lissa, his dark eyes staring straight through me. Rose knows what Vasilisa is feeling. Dont you?I at least had the satisfaction of seeing Kirova caught off guard as she glanced between us and Dimitri. No?thats impossible. That hasnt happened in centuries.Its obvious, he said. I suspected as soon as I started watching them.Neither Lissa nor I responded, and I averted my eyes from his.That is a gift, murmured Victor from his corner. A rare and wonderful thing.The best guardians always had that bond, added Dimitri. In the stories.Kirovas outrage returned. Stories that are centuries old, she exclaimed. Surely you arent suggesting we let her stay at the Academy after everything shes done?He shrugged. She might be wild and disrespectful, but if she has probable Wild and disrespectful? I interrupted. Who the hell are you anyway? Outsourced help? protector Belikov is the princesss guardian now, said Kirova. Her sanctioned guardian.You got cheap foreign labor to protect Lissa?That was pretty mean of me to say particularly since most Moroi and their guardians were of Russian or Romanian downfall but the comment seemed cleverer at the time than it really was. And it wasnt like I was one to talk. I might have been raised in the U.S., but my parents were foreign-born. My dh ampir mother was Scottish red-haired, with a ridiculous accent and Id been told my Moroi atomic number 91 was Turkish. That genetic combination had given me skin the same color as the inside of an almond, along with what I liked to think were semi-exotic desert-princess features big dark eyes and hair so deep brown that it normally looked black. I wouldnt have minded inheriting the red hair, but we take what we get.Kirova threw her hands up in exasperation and turned to him. You see? Completely undisciplined All the psychic bonds and very raw potential in the world cant make up for that. A guardian without discipline is worse than no guardian.So teach her discipline. Classes just started. Put her back in and get her training again.Impossible. Shell still be dispiritedly behind her peers.No, I wont, I argued. No one listened to me.Then give her spear carrier training sessions, he said.They continued on while the rest of us watched the exchange like it was a Ping-Pong game. My pri mp was still hurt over the ease with which Dimitri had tricked us, but it occurred to me that he might very well keep me here with Lissa. Better to stay at this hellhole than be without her. Through our bond, I could feel her dribble of hope.Whos going to put in the extra time? demanded Kirova. You?Dimitris argument came to an abrupt stop. Well, thats not what I Kirova cover her arms with satisfaction. Yes. Thats what I thought.Clearly at a loss, he frowned. His eyes flicked toward Lissa and me, and I wondered what he saw. both pathetic girls, looking at him with big, pleading eyes? Or two runaways whod broken out of a high-security school and swiped half of Lissas inheritance?Yes, he said finally. I can mentor Rose. Ill give her extra sessions along with her normal ones.And then what? retorted Kirova angrily. She goes unpunished?Find some other way to punish her, answered Dimitri. Guardian numbers have gone down too much to risk losing another. A girl, in particular.His unstat ed words made me shudder, reminding me of my earlier statement about blood whores. Few dhampir girls became guardians anymore.Victor suddenly spoke up from his corner. Im inclined to agree with Guardian Belikov. Sending Rose away would be a shame, a waste of talent.Ms. Kirova stared out her window. It was completely black outside. With the Academys nocturnal schedule, morning and afternoon were relative terms. That, and they kept the windows tinted to auction block out excess light.When she turned back around, Lissa met her eyes. Please, Ms. Kirova. Let Rose stay.Oh, Lissa, I thought. Be careful. Using indispensableness on another Moroi was dangerous particularly in front of witnesses. But Lissa was only using a tiny bit, and we needed all the help we could get. Fortunately, no one seemed to realize what was happening.I dont even know if the compulsion made a difference, but finally, Kirova sighed.If Miss Hathaway stays, heres how it will be. She turned to me. Your continued enro llment at St. Vladimirs is strictly probationary. Step out of line once, and youre gone. You will attend all classes and required trainings for novices your age. You will also train with Guardian Belikov in every spare moment you have before and after classes. former(a) than that, you are banned from all social activities, except meals, and will stay in your dorm. Fail to combine with any of this, and you will be sent?away.I gave a harsh laugh. Banned from all social activities? Are you trying to keep us apart? I nodded toward Lissa. Afraid well run away again?Im taking precautions. As Im sure you recall, you were never properly punished for destroying school property. You have a lot to make up for. Her thin lips tightened into a straight line. You are being offered a very charitable deal. I suggest you dont let your attitude endanger it.I started to say it wasnt generous at all, but then I caught Dimitris gaze. It was hard to read. He might have been telling me he believed in me . He might have been telling me I was an idiot to keep fighting with Kirova. I didnt know.Looking away from him for the second time during the meeting, I stared at the floor, conscious of Lissa beside me and her own encouragement burning in our bond. At long last, I exhaled and glanced back up at the headmistress.Fine. I accept.