Elements of Expatriate Compensation Essay

The sum of pragmatic substantiation on the interaction between reimbursement stratagem and national culture and echelon of trade and industry progression of an economy is virtually not anything (Harvey, 1993). Due to the advent of globalization and the constantly rising total of international business, the Society for Human Resource Management International has observed that several expatriates, nationals and third country nationals whose fate crossed on borderlines felt that the compensation they receive are piously beyond their professional expectations. As a matter of fact, the benefits and assistance by the management of the companies hitherto have been reckoned as the most ideal support dating back on economical datum. However, when outsourcing has commenced, the HR of multinational companies have also adjusted compensation schemas lowering it down to national basics compared to prior services. Contingency theories as well as resource dependence analogies have been established—the organizational level based on interdependence, complexity, age and size of foreign affiliate—while the environmental sagacity dwelled on country characteristics—market compensation, political risk and cultural distance (Boyacigiller, 1990). In a larger perspective, expatriate compensation is also considered as the benefits given to international students in universities offering overseas scholarship. Those who came the farthest are treated at the highest level while those who are in close proximity to the donor (or the company, per se) will have slighter treatment, which includes benefits and assistance. These elements, however, may be deemed as logically just and fair since there is a huge demarcation between the needs of the expatriates and the nationals (Harvey, 1993). Thus certain factors are also held credible in evaluation and assessment, dependent to the qualifications granted by the law and by the company, more specifically all credentials are taken into account.

How accurate is it to say that the causes of the demonstrations outside the Holy Cross Primary School in August 2001 date back to 1968?

On September 3rd 2001 the students of Holy Cross Primary School were due to return back to school for the new term, however this was made difficult due to the Protestant protesters who had gathered outside of the school and the surrounding area to show their objection to the Catholic children and their parents walking down what was regarded to be a Protestant street on their way to school. These riots made it extremely difficult for the young Catholic girls to get to and from school every morning and afternoon; their parents faced a choice, to either take their children through the barricades hastily erected by the police and army, therefore showing the Protestants that they would not back down, or to take their children to school via the back entrance, which avoided the riots, but meant that the children and their parents had to walk a much longer, and more difficult route. The Catholic parents also felt that this meant that the Protestants were getting their way, and so many of the parents chose to take their children through the police barricades, even though this meant subjecting the young girls to the violence and abuse that the Protestant rioters hurled at them. These riots were not unprovoked. Tension had been growing in the surrounding area for some time and the events outside of Holy Cross were a result of the growing hostility that was felt between the two sides. Both the Protestants and the Catholics felt threatened by each other, and neither wanted to show any weakness. There were a number of short term causes for what happened outside of Holy Cross. The first of these was the fact that there were the two separate religious communities, the Protestants and the Catholics, living in such close proximity to each other, both communities felt threatened by each other, believing that the other community was taking liberties and trying to drive their community out of the area. Another of these short term causes was the fact that there was a very high rate of unemployment in the area, this meant that there were a lot of unemployed adult men with nothing to do all day, therefore they had too much time on their hands to object to everything that the other community did, and also many of them would purposefully try and antagonise the other side so that they could release some of their pent up energy and anger. One of the main short term causes however was the way in which the younger generations of both faiths were being brought up. Both Protestant and Catholic communities kept their children separated from children of the other religion, both by sending them to single faith schools such as Holy Cross, where only Catholic children attended, and by living in small communities of predominantly one religion families. Therefore these children did not get to know each other or become friends and so there was nothing stopping them from taking on their parents prejudices and political beliefs. However, as I mentioned earlier the events outside of Holy Cross were not only caused by short term causes, but long term causes as well. In 1171 the king of England Henry II visited Ireland and decided to name himself the ‘Lord of Ireland', this change made very little difference to the ruling of Ireland, and by 1500 English kings had little or no power over any of Ireland except a small area surrounding Dublin known at The Pale. This all changed in the 16th century when the English rulers started to take more of an interest in Ireland. As Ireland was still inhabited mainly by Catholics the English monarchs feared that it could be used as a useful base for invasion from surrounding Catholic countries such as France and Spain because by 1560 England was an entirely Protestant country and this was disliked by Catholic European countries. To take more control of Ireland Henry VIII of England changed his title from ‘Lord of Ireland' to ‘King of Ireland' and told Irish nobles they were to be his subjects. The Irish did not take this well, and in Elizabeth I's rule the provinces of Ulster and Munster rebelled. Elizabeth sent in her army to deal with the rebellion. In the 17th century the English Monarchy realised that the best way to gain control over Ireland was not by force, but by land. The main source of power in Ireland was held by Irish landowners. The English monarchy set about taking land from the rich Catholic nobles in Ireland and giving their land to English Protestants, these were known as plantations, and the aim of them was to take control over Ireland by giving the land to people who were loyal to the king. The main plantations were in Ulster which is now where the main conflict between Catholics and Protestants takes place. This created both economic and social reasons for what would later become the troubles in Northern Ireland and so for what happened outside Holy Cross Primary School. The economic reason was that taking a great deal of land off of people left them homeless, without a means of income and also introduced a lot more people into the communities and so therefore the communities had to deal with more people to support. The social reason was that taking the land off of the Catholics and giving it to the Protestants caused a great deal of resentment towards the Protestants. However, even though the Protestants now held a large proportion of the land in Ireland they did not have complete control, and when Catholic king James II became king of England in 1685. King James II lost his throne in 1688 but soon returned to Ireland with French troops intending to invade England. He was not successful and Protestant King William of Orange defeated James in the battle of the Boyne on the 1st of July 1690. This is a social reason for the prolonged fighting in Northern Ireland because the Protestants still celebrate their victory at the Battle of the Boyne by organising Orange Marches, these only increase the tension between the two communities and often end in violence. The Protestant victory now meant that they had complete control over Ireland and the Catholics, and they intended to keep this control, the Irish parliament introduced penal laws, which were in place to keep the Catholics out of power. These laws stated that Catholics could not own large amounts of land, be properly educated, become a member of parliament or own weapons. This therefore made it extremely hard, if not impossible for a Catholic to gain any power whatsoever. I think that this is both a religious and a political reason for the troubles in Northern Ireland because the Catholics were being discriminated against simply because of their religion and they were not able to gain any political power to help themselves to gain equal rights. Towards the end of the 18th century many of the Catholics in Ireland decided that it was time to do something about the British rule over Ireland. They called themselves Nationalists because they wanted Ireland to become a separate nation from Britain. They fight between the Catholic nationalists and the Protestant unionists, who want to keep Ireland part of Britain, is the fight which still continues today in Northern Ireland and cause the events outside of Holy Cross Primary School. During the 18th and 19th centuries the Catholic nationalist attempted 3 revolutions, all of which failed. Ireland was still controlled by Protestants. In 1905 a nationalist political party was set up by Catholics, it was named Sinn Fein. With the start of nationalists having a voice in parliament changes slowly started to come around. The political nationalist were not demanding that Ireland became a separate state from Britain, only that it had its own government which would be fair to both Protestants and Catholics. In 1918 the Irish people, both Protestant and Catholic voted on the future of Ireland, the outcome was that Ireland would have Home rule but stay part of the British empire. However, this did not please the predominantly Protestant province of Ulster where the majority of inhabitants were unionists and wanted Ireland to be entirely ruled by Britain. In 1921 a partition treaty was signed, this excluded Ulster the home rule, meaning that it was still ruled by Britain. However, this created a social problem in Northern Ireland because although Northern Ireland was mainly inhabited by Protestant thousands of Catholics were now left stranded in a country where they were the minority and very unfairly treated and most were unable to move. The Stormont Parliament was set up, this was intended to look after both Catholics and Protestants but was not successful in this because it was entirely controlled by Protestants, who did not want to give equal rights to Catholics in fear of the Catholics taking control. This meant that they gave Catholics poor council housing, few jobs and unfair treatment towards all Catholics, causing political, economic, and social problems. These past events show how the rivalry between the Catholics and the Protestants developed and grew. These events were long term reasons for what happened outside of Holy Cross Primary School because if it were not for the tension between the two religions and the segregation of Northern Ireland from the Republic of Ireland the short term events, such as what happened in 1968, would not have happened. In 1968 Catholics in Northern Ireland started peaceful marches to try and gain themselves equal rights. These peaceful marches only ever ended in violence, because the Protestants felt very threatened by the Catholics trying to regain equality. The Protestants did not want to give Catholics equal rights because they did not want to relinquish their control over Northern Ireland. The fighting which was started by the 1968 Catholic demonstrations continued for many years, calling a halt to any prospect of peace talks between the two religious groups. The fighting caused the resignation of the Protestant Prime minister Terence O'Neill, who had been so keen to install peace and equality into Northern Ireland. By August 1969 the British army had been sent in to try and control the fighting. This was intended to be a temporary measure, but the army have never left, and are still there today. At last the British Government managed to get unionist leaders of Northern Ireland to make changes in their policies to attempt to make things fairer to the Catholic communities in Northern Ireland. The things that were changed were: Elections, elections at the time were extremely biased in the Protestants favour as gerrymandering took place very often. Housing, The council housing had been unfairly given out by local Protestant councils and this was an attempt to give Catholics decent housing. Unemployment, the government promised to reduce the levels of unemployment in Northern Ireland, these promises were never fulfilled. Police, the police force in Northern Ireland was an entirely Protestant armed force, which naturally was biased against the Catholics. By 1970 Northern Ireland was in crisis, The British government had decided to suspend the Stormont government and take direct rule, meaning that Northern Ireland affairs were controlled directly from Westminster. This had little effect however as paramilitary groups started to take hold over the country. A new strand of the IRA had emerged calling themselves the provisional IRA, they took control of many of the Catholic areas. They were determined to rid Northern Ireland of British control, and would do so by force. However the Protestant paramilitary units, the Ulster Freedom Fighters, Ulster Defence Army and the Ulster Volunteers Force were equally as determined to keep Northern Ireland linked directly to Britain. Northern Ireland was in chaos, the fighting between Catholics and Protestants continued. I believe that this fighting is directly linked to the riots outside Holy Cross in 2001, such recent fighting meant that both sides were still angry and threatened by one another. The long term causes of the events outside Holy Cross demonstrate how the two religious sides became rivals, the introducing of Protestant plantations and the Protestants slowly gaining control over Ireland and the Catholics are what fuelled the fighting between the two communities for hundreds of years. However, I do not believe that the fighting in Northern Ireland, and in particular the rioting that occurred outside Holy Cross Primary School in 2001 was entirely about religious beliefs, I feel that the fighting was caused by the political situation in Northern Ireland, the fact that the minority Catholic group want more control over what happens in Northern Ireland and that the Protestants do not want to give up their level of control, which is why they did not want to let the Catholic families walk freely down their streets to get to Holy Cross Primary School. I think that the riots outside of Holy Cross where not entirely just about children walking down a street inhabited by a different religious community to get to school but about the fear the two communities have installed in each other during the short term causes such as the fighting. Both sides are scared that they will be driven out by the other. In conclusion I think that it is not accurate to say that the causes of the demonstrations outside the Holy Cross Primary School in August 2001 date back to 1968 because the causes of the conflict in Northern Ireland dates back many centuries. I believe that It would be correct to say that the troubles from 1968 onwards are a major factor in causing the demonstrations outside Holy Cross Primary School in August 2001 but that the actual cause dates back a lot further than 1968.

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English Argumentative Paper - Assignment Example 136(2): 151-173. Journal article: Link: http://www.psychology.iastate.edu/faculty/caa/abstracts/2010-2014/10asisbsrs.pdf Buckley, K. E. and Anderson, C. A. â€Å"A Theoretical Model of the Effects and Consequences of Playing Video Games.† In Vorderer, P. and Bryant, J. (Eds.) Playing Video Games – Motives, Responses and Consequences. Mahwah, NJ: LEA, 2006, Ch. 24, 363-378. Book Chapter, link: http://books.google.com/books?id=8sY3z98pwM8C&printsec=frontcover&dq=A+Theoretical+Model+of+the+Effects+and+Consequences+of+Playing+Video+Games&source=bl&ots=M_IhutoP_c&sig=O5OAI8vABSaXKbwoxl-IA-qrPTE&hl=en&sa=X&ei=XdF0UIb9Ho-O8wSY5IBo&ved=0CDAQ6AEwAA#v=onepage&q=A%20Theoretical%20Model%20of%20the%20Effects%20and%20Consequences%20of%20Playing%20Video%20Games&f=false Castro, R. Let Me Play: Stories of Gaming and Emulation. Tucson, Arizona: Hats Off Books, 2005. Book, Link: http://books.google.com/books?id=D_xyy4fkwWIC&printsec=frontcover&dq=Let+Me+Play:+Stories+of+Gaming+and+Emulation&source=bl&ots=PeNWz2NmZ7&sig=2dvNLVQ_-50GhRTi73at7ZJfGpw&hl=en&sa=X&ei=ydF0UISKIJSc8gTPs4HoBQ&ved=0CDIQ6AEwAA Gentile, D. A. and Anderson, C. A. â€Å"Violent Video Games: The Effects on Youth and Public Policy Implications.† In Dowd, N.; Singer, D. G. and Wilson, R. F. (Eds.) Handbook of Children, Culture and Violence. Thousand Oaks, CA: Sage, 2006, Ch. 12, 225-246. Book Chapter: Link: http://books.google.com/books?id=z6Mn0zcYfusC&pg=PA225&lpg=PA225&dq=Violent+Video+Games:+The+Effects+on+Youth+and+Public+Policy+Implications&source=bl&ots=D37U79NDwG&sig=4JQQZMnxvRkf1DkRyxizwpDhY8Q&hl=en&sa=X&ei=8tF0UMOnDIje8ASp0YC4BA&ved=0CDAQ6AEwAA#v=onepage&q=Violent%20Video%20Games%3A%20The%20Effects%20on%20Youth%20and%20Public%20Policy%20Implications&f=false Kutner, L. and Olsen, C. Grand Theft Childhood: The Surprising Truth about Violent Video Games. New York, NY: Simon & Schuster, 2008. Book: Link:

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Emotional Intelligence Essay The article titled, The Emotional Intelligence of Leaders, written by Daniel Goleman, emphasizes on the emotional intelligence aspect of leadership and discusses various points regarding emotional intelligence in leaders and in people in general. There is a clear separation of raw intelligence technical expertise from that of emotional intelligence. It is explained that raw intelligence and technical expertise are the basic skills and capabilities required of a leader, but that emotional intelligence is the element that, combined with the basic skills, makes up a successful leader. It involves demonstrating qualities of the heart, in that leaders should be able to connect with people on a human level, in addition to possessing the basic leadership skills. Following the discussion of the anatomy of emotions, the article describes that there are five main elements of emotional intelligence that are explained in the article, including self-awareness, managing emotions, motivating others, showing empathy, and staying connected, which is then proceeded by a discussion of raising your EQ. In the discussion of the anatomy of emotions, the amygdala is said to be a structure in the limbic system that stores emotional memory and perceptions. Some of these memories can include being happy, sad, and angry. When a situation occurs, you go back to your emotional memory to process a response or reaction. The first main element of emotional intelligence is self-awareness. In terms of leadership, self-awareness is described as a capability that allows one to have and to practice self-confidence and self-assessment. Self-assessment allows you to pay attention and properly assess the natural feelings that occur when faced with situations or decisions as a leader. It is important for a leader to have these natural gut feelings and to appropriately process and incorporate these feelings into leadership decisions. In doing so, a leader will possess a sense of self-confidence in their actions and decision making. It is what gives a person the sense of gallantry in their leadership role. The second element of emotional intelligence is managing emotions, which is explained as the ability to deal with ones own stress and impulsivity,  especially in terms of anger, anxiety, and sadness. In doing so, one can pay more attention to situations and decisions that they are faced with as a leader, and less attention on the emotional disturbance that is faced with being rudderless in managing their emotions. By managing your emotions and practicing self-control, leaders can avoid poor decision making and will demonstrate improved leadership abilities. The next element described is motivating others, which involves management and leaders to be able to emotionally motivate and inspire others. Optimism is explained to be an important aspect of motivating others. It is said that the optimist can deal with setbacks better than the pessimist. In the event of a setback, an optimist leader would be able to overcome the issue and try again, learning from the setback and striving to push forward toward the goal or mission. Whereas the pessimist would give up, demonstrating a lack of ability to motivate their team. The ability to motivate others is a strong quality of emotional intelligence in leadership. Another element described in the article is showing empathy, which is the ability to read emotions of others, and again, connecting with people on a human level. Empathy shows your team a sense of connection and that you care about what they are feeling. Often, when empathy is not present, people can feel unappreciated and disconnected, leaving them overwhelmed and probably not at their best performance. It is crucial that leaders stay connected and in tune with their workforce. The last element is staying connected, which describes the ability to make and maintain a connection with your people. A leader should demonstrate a positive presence, and show their keenness and optimistic attitudes as this will reflect on their team and, most likely, will have a direct affect on how their workforce reacts. Expressing these kinds of emotions will surely have an influence on the team. Additionally, this will also contribute to the teams potential and performance, which is always a goal of a manager or leader. The final section of the article explains the ability to raise your EQ or  emotional intelligence. It is the qualities of the heart that make up ones emotional intelligence, and although much of it comes naturally, some can still be taught. It takes desire, dedication, and coaching to successfully increase your emotional intelligence. In summary, it is emotional intelligence and the ability to connect with people on a human level, including understanding peoples emotions as well as expressing your own in an appropriate leadership manner, that gives leaders the fully rounded skill set to effectively lead people. Leaders should certainly possess raw intelligence and technical expertise, but more importantly, they must know how to connect with their teams and stay in touch with their emotions, as well as demonstrate positive emotions themselves. Emotional intelligence is something that can be learned, but is also a human ability that can come naturally to many at a young age. Leaders, in any environment, should understand the importance of emotional intelligence and the effects that it has on themselves, their teams, and the overall performance within their groups. The article titled, Thought Leadership: a radical departure from traditional, positional leadership, written by Mitch McCrimmon, discusses the differences of shared or distributed leadership, leaderful organizations, and thought leadership, while focusing on thought leadership as a new and emerging leadership style that is shaped differently from the traditional positional leadership style. There are three main sections of the article, including new leadership, what is thought leadership, and the key characteristics of thought leadership. In discussing _the new leadership_ style of thought leadership, the article explains that, unlike leaderful organizations and shared leadership, thought leadership does not involve the traditional managerial roles that are identified as leaders. Rather, the thought leadership involves individual innovative employees that demonstrate an ability to challenge a current status or process and provide new ideas to better a project or an organization as a whole. The discussion of _what is thought leadership_ provides insight of the abilities of a thought leader, and describes some skills that thought leaders do not need to possess. A though leader has the abilities to advocate new ideas that merit attention, whether by corporate management, co-workers, customers, and even market industries. An individual possessing this type of leadership style can be thought of as innovative individual and a thinker. Thought leaders, however, do not need to possess the traditional positional managerial skills, and can even lack the typical leadership skills, such and motivational skills. In fact, thought leaders to not need to oversee projects, be decision-makers, or manage task execution. The new idea can be presented in discussion, argument, and by presentation. It is usually up to a hierarchical management team to actually execute the new idea. The final section consisted of the _key characteristics of thought leadership_, in which some key points are identified. Just to name a few, thought leadership does not always start with management and work downward. In fact, it can start with employees and move upward to a management level. It is not limited to internal sources, and can originate from external sources outside of an organization. Thought leadership is typically not tasked or identified as a position in an organization, but is a naturally organic ability. However, in most cases, it requires some ability to influence or convince people that the new idea will provide value. In summary, thought leadership differs from the traditional positional leadership, such as shared leadership and leaderful organizations, in that it does not require the typical managerial and leadership skills. It relies on individual innovativeness and the ability to convey your new ideas and convince that your ideas will provide value. Of the two articles summarized, I believe that the article on emotional intelligence was more convincing. I say this because the article on thought leadership was more informational and provided a different outlook on leadership styles and abilities, whereas the article on emotional intelligence pointed out a type of intelligence that is required to be a  good leader. Emotional intelligence allows us to connect with our emotions, and the emotions of our teams, which I believe is critical in almost any leadership role where a group of people report to one first-line leader. That one leader should be able to relate to the human senses that drive people, and motivate them as employees and people, as well as encourage them to excel. In my own personal experiences, I have seen an extreme lack of ability in leaders to connect with people and deal with emotions, whether their own emotions or their teams emotions. This has surely led to my perception of incompetence in these particular leaders. In one situation, I had a leader that I felt very fond of and very confident in their ability to lead, until one day they showed a moment of breaking down (actually crying in the office) and it left me feeling a poor sense of morale in the organization and the leadership at hand. I think the emotional display was unnecessary and should have been handled privately. In this case, the individual lacked the ability to manage their emotions. With respect to thought leadership, I have not had any prior introduction to the topic, but in reading and understanding the article, I believe that I possess some thought leadership abilities. I say this because I often offer new ideas to improve processes and operations. In my most recent job, I came on board and within two weeks, identified several areas that needed improvement and offered ideas to improve these processes. With approval from management, I began to execute these new processes. Understanding that it is not necessarily up the thought leader to actually execute, I was faced with a lack of resources and decided to take the initiative to fully execute. In comparison, I believe that emotional intelligence is required to be a good leader, and a thought leader is not required to be emotionally intelligent; however; emotional intelligence should be a quality of most leaders. As stated in the Thought Leadership article, emotional intelligence is not essential for thought leadership. () As both aspects of leadership are great abilities to possess, they are not both required to be any particular type of leader. Personally, I believe that as a thought leader can live in  anyone, it takes a special ability to be in touch with your emotions and the emotions of the team, an ability that I believe is especially crucial in leading people. REFERENCES: Goleman, D. (1998). The Emotional Intelligence of Leaders. _Leader to Leader_, (10), 20-26. Retrieved from Business Source Complete database. McCrimmon, M. (2005). Thought leadership: a radical departure from traditional, positional leadership. _Management Decision_, 43(7/8), 1064-1070. Retrieved October 22, 2010, from ABI/INFORM Global.

Fast Food Marketing for Children

Fast Food Marketing for Children INTRODUCTION Overview and Background of the Topic Fast food came around after the after the Second World War and has come a long way since then. In the past it was a mere convenience provider and time saver, the easiest and fastest way to fill appetites, as the name suggests. It has now evolved into a premium luxury item. It is now very popular amongst all ages of people, especially children. Fast food Marketing is a necessity for Fast Food brands these days. Fast Food despite being a treat to the taste buds is hazardous to health and comes bearing a plethora of ailments. Therefore, it must essentially be advertised and marketed in order for businesses to make sales and be profitable. Fast food sales are increasing at a rapid pace mainly due to effective marketing strategy. Edwin Land rightfully said  Marketing is what you do when your product is no good which holds true in this case. Marketing camouflages the dangerous truth and sways the consumer into thinking that the temporary taste is worth more than the life-long disease. Marketers hence must undergo the pain of coming up with a successful marketing campaign using the various advertising methods to manipulate customers because this very art of creating an artificial need out of a want or a desire is what fast food marketers like Coca Cola do, for e.g. Food is askin for Coca-Cola, a thousand calories are finge r-lickin good by Kentucky Fried Chicken and the mounds of cheese that come with Im lovin it by McDonalds. Children are a very lucrative market for fast food brands because they are young and impressionable. Children are easier to target as they see color and sound and are wooed. This study will examine the various Fast Food Marketing Methods used; both above the line and below the line and explore their various impacts on childrens consumption of fast food. Importance of the Study Fast Food originated from the West particularly the U.S and spread throughout the world until it became a craze. It gained popularity in the East rapidly due to the ease of communication globally.  Ãƒâ€šÃ‚  The success of Fast Food chains relies heavily on their marketing and thus they vest everything in it. The scarce information that there is available suggests that children form a large proportion of the fast food target market and a major reason for their families consuming fast food too. Also as John Scully says, no great marketing decisions have ever been made on qualitative data, thus in order to aid fast food chains this substantially quantitative research must be conducted. A few examples of the marketing methods used are television commercials, billboards, print ads like posters, banners, flyers and standees, internet ads via websites, blogs and social forums and radio ads. The topic has a lot of scope considering the number of fast food chains that exist in todays t ime and the fact that more and more keep opening every day. Fast Food is an immensely successful business in Pakistan where majority comprises of foodies. Therefore the study has relevance to Pakistan as Fast Food businesses continuously use a variety of marketing strategies and advertising campaigns to sell their products and services and reap more profits. Research Question Very few people have endeavored to undertake such a research. However in order to under why marketing of fast food has the impact that it has on children and how fast food chains can take advantage of it, this topic needs to be addressed. Therefore the study aims to answer the following Research Question: What is the most effective fast food marketing method catered to children? LITERATURE REVIEW The literature review will set the context for and inform the study by examining previous research on this topic. The aim of the literature review is to evaluate the existing literature on the importance of fast food marketing to children in order to do an analysis of the advertisements being used to fulfill the purpose. Fran Lowry (2010) in a study for the assessment of total annual exposure to food advertising for 2003, 2004, 2005 and 2007, television ratings data from Nielsen Media Research were used. Three different age groups of children were assessed using the data, i.e. 2 to 5 years, 6 to 11 years, and 12 to 17 years. Exposure to advertisements for beverages, sweets and fast food restaurants was also examined. In 2003, it was found that children aged 2 to 5 years, 6 to 11 years and 12 to 17 years were exposed to 13.3, 13.6 and 13.1 food advertisements per day on the average respectively. In all three age groups the exposure to beverage advertisements underwent a decrease from 27% to 30% with a lump sum fall in advertisements of sugar-sweetened beverages like fruit drinks and regular soft-drinks. Fast food advertisements most frequently targeted to all ages of children and seen most by children of 6 to 11 years were those of McDonalds. This showed targeted branding according to the authors. Bur ger King similarly also targeted mostly the 6- to 11-year-olds. Exposure to advertisements for Subway, Taco Bell, and KFC also rose among 2- to 5-year-olds and 6- to 11-year-olds, but advertisements seen by children in these age groups continued to be dominated by McDonalds and Burger King, according to the authors. The study also found that black children in all age groups in 2003, 2005, and 2007, saw more food advertisements per day when compared to white children. Also, the racial gap in exposure to food advertising grew between 2003 and 2007, particularly for fast food advertisements. By 2007, black children aged 2 to 5, 6 to 11, and 12 to 17 years saw 1.5, 1.4, and 1.6 times as many food advertisements per day, respectively, compared with white children of these ages and they also had more than double the rate of increase in exposure to fast food advertisements. According to the study, exposure to television advertisements for fast food among children increased by as much as 20 .4% between 2003 and 2007, whereas advertisements for beverages and sweets declined, The results of the study was that many positive changes have occurred in childrens exposure to food advertising, consistent checking of this exposure as well as the nutritional analysis is required to further appraise self-regulatory pledges. Lisa Powell (2006 ) and her colleagues from the University of Illinois in Chicago write that there has been a rising trend in total energy intake derived from away-from-home, specifically fast food, outlets and also that excess fat and sugar intake and consumption of items such as sugar-sweetened beverages and fast food have been linked with higher energy intake and obesity. Television is a major advertising medium to reach children, and there is strong evidence that television advertising influences childrens dietary intake. Jennifer L. Harris et al. (2010) in the study answered the research question: Do these actions have a positive impact? Or, does the sheer volume of fast food marketing eclipse any of these industry initiatives? They base their analysis on the twelve restaurants; McDonalds, Burger King, Wendys, Taco Bell, Subway, Pizza Hut, KFC, Dominos, Dairy Queen, Dunkin Donuts, Starbucks and So nic.They assess the marketing practices and strategies of all these and compare it with the industry in totality. The methods included analyzing the nutritional quality of restaurant menu items; analyzing data on media exposure and spending from syndicated sources (i.e., The Nielsen Company, Score Inc. and Arbitron Inc.)They studied three components of their marketing plans i.e. menu composition, external advertising and in-store marketing. The three criteria to identify marketing that were targeted to children, teens, and African American and Hispanic youth. Children were exposed to more than 1,200 traditi onal fast food ads per year and this strategy was used a lot by fast food restaurants to encourage potential customers to visit. Many fast food restaurants have expanded into newer forms of marketing that are relatively inexpensive and more difficult to give numerical value to. McDonalds and Burger King indulge in web-based marketing starts with children as young as 2 at Ronald.com, McWorld.com, HappyMeal.com, and ClubBK.com. KFC.com and Starbucks.com also appeared in the top 10 most frequently visited fast food websites in the study. Banner ads from these restaurants reached up to 70 million unique viewers every month. Social and viral media used by fast food restaurants has also increased largely. The use of mobile marketing by fast food restaurants has also begun but most restaurants placed banner ads on third-party mobile websites, eight have introduced downloadable iPhone applications, and a few have begun to conduct text message advertising to customers who opt-in to this feat ure. Fast food marketing is becoming omnipresent. These restaurants also purchased more than two-thirds of fast food radio and outdoor, there was little variation in their marketing messages and the products they promoted. Restaurants appeared to compete primarily by introducing new menu items and promoting the value of their foods. A few restaurants (Subway and Wendys) promoted their food quality. Banner advertising and social media marketing also predominantly emphasized special offers, and value/cheap and new/improved messages; and promoted new menu item introductions, dollar/value menus, and combo meals. Licensed characters were meant for children. Eight restaurants offered kids meals catered specifically to children, while four used external marketing to address children i.e. McDonalds, Burger King, Subway, and Dairy Queen . McDonalds and Burger King had maximum advertising targeted to children. Children viewed approximately one child-targeted ad per day for these two restauran ts (in addition to ads for other products not exclusively targeted to children). The McDonalds Research by Grier (1996) and colleagues demonstrated that higher exposure to fast food advertising by parents was associated with increased frequency of taking their children to these restaurants because the advertising influenced their beliefs about how often other parents took their children. The authors recommended that fast food restaurants build better standards for every item in child-targeted marketing that applies to every fast food restaurant and also in all of kids meals served. Shin Yi Chou et al. (2005) in the study shed light on the link between television fast food advertising and the consequent childhood obesity around the world especially in the United States. The aim of the paper is to utilize the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal Survey of Youth to explore the effects of fast-food restaurant advertising on children and adolescents being overweight. The results showed that a ban on these advertisements would decrease the number of overweight children ages 3-11 in a fixed population and overweight adolescents ages 12 to 18 years by 10 and 12 percent respectively. The absence of tax deductibility of this kind of advertising would lead to lesser decreases of between 3 and 5 percent in these outcomes but would result in lower costs on children. The 1997 sample consisted of 8,984 respondents from 6,819 different households, ages 12 to 18 years. There were two sub-samples: one consisting of 6,748 respondents born between 1980 and 1984. The second comprising of 2,236 oversampled black and Hispanic respondents. A survey was conducted on them. Television watching time and advertising messages were found to be positively correlated. Results also reflected that the number of hours of messages seen on television has a long impact on both children and adolescents. It could also be seen that fast food restaurant advertising has a larger effect on the Body Mass Index of adolescents than on children, despite children being expose longer to fast-food restaurant advertising due to longer television viewing time. In totality the results showed a direct lasting effect of exposure to fast-food restaurant advertising on the body mass index for children. Lesser impact on the probability of being overweight is less important. Thomas N.Robinson et al. (2007) in his experimental study on fast food branding aimed to explore how cumulative real-world marketing and brand exposures influence young children by means of testing the effects of branding on taste preferences through extensively marketed sources. The sample comprised of sixty- three children from low-income preschools, whose average age was 3.5 to 5.4 years. They had to taste 5 identical food items with beverages in matching McDonalds packaging but were actually not branded and to compare the taste of each. A summary total taste preference score (ranging from -1 for the unbranded samples to 0 for no preference and +1 for McDonalds branded samples) was used to test the null hypothesis that children would express no preference. The results of the study showed that average total taste preference score across all foods and beverages compared was 0.37  Ãƒâ€šÃ‚ ±Ãƒâ€šÃ‚  0.45 (median, 0.20; inter-quartile range, 0.00-0.80) and much more than zero (P Sharon Beder (1998) in her study aims to examine four aspects of marketing to children i.e. the development of a consumer, forms of marketing, advertising on the Internet and concerns. Advertising takes advantage of individual insecurities, creates artificial needs and offers quality solutions. It leads to consumption. Children specifically are the target. In Australia, an average $31.60 is spent weekly by children below18 have and they control above 70 per cent of their parents fast food purchases. Children and teenagers between the ages of 10 and 17 spend n the US there are over 57 million school age children and teenagers who spend about $100 billion yearly of personal and family money on sweets, food and drinks. Brandweek magazine pointed out that even in China where children save most of the little income they get and their total spending amounts to $2.6 billion yearly, second only to the US. Brandweek cited a survey showing McDonalds was the favorite fast food worldwide and Cok e was the favorite drink. It argued:If it is possible to create global preferences with food productswhere obstacles like differences in local cuisine and culture existtranscending cultural boundaries with toys, clothing and entertainment products should be considerably easier. Television ads account for almost 70% of the total amount spent on advertising to children in the US. Total advertising expenditure accounts for almost 15% of the total budget for marketing to children. A new trend in advertising is the internet. The authors question the ability of the young to understand advertising and its purpose and not be impressioned by it. The study thus emphasizes Fast food marketing and how it is a vast industry. Mary Story and Simone French (2004) in a study aimed to appraise the food advertising and marketing channels used to target children and adolescents in the US, the effect of food advertising on eating habits, and current policies. The youth is a major profitable target market for food and beverage industries. Consequently children and adolescents are now marketed to extensively. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins. wide range of food advertising techniques and channels are used to reach child ren and adolescents to foster brand awareness to encourage product sales. Marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions. Experimental studies continuously showed that children exposed to food advertising prefer advertised food products more often than those not exposed to such ads. Studies with children under age 11 have found strong links between television watching time by children and number of childrens requests to parents for those foods, and availability of those foods in their homes. African American and Hispanic children watch more television when compared to white children and so viewed more food ads. Various studies have established that children under 8 years of age are developmentally unable to understand the purpose of advertisements and consider advertising claims as factual. V. Henderson and B. Kelly (2005) in their study documented the sorts of foods advertised nutritional claims made whilst advertising on African American television as well as the general market. The sample comprised of 553 advertisements that were analyzed for their content during 101.5 prime-time Television hours. This resulted in classification of advertisements according to fast food restaurant, sit-down restaurant, packaged food), specific food type, and the presence of a weight-related nutritional claim.T and Chi-square tests were used to make comparisons. The results showed that more advertisements were aired on the African-American Television than on general market. These were mostly for fast food, fizzy drinks, candy, meat, and were rarely for cornflakes, grains and pasta or fruits, vegetables, desserts or liquor. People framing policies need to have a greater awareness of the prevailing advertisements for food and their possible effect on behavior as well as knowledge and thu s should seriously work with manufacturers of food to pave way for the creation and promotion of healthy food according to the authors. Hill, J. M. and Radimer, K. L. (1998) in a study examined food advertisements aired on Australian television during programs for children below 10 years of age. Kinds of foods that were promoted linked messages and the impression of food and eating habits in comparison to current dietary recommendations. 239 advertisements were appraised, of which 25% were for fast food restaurants and 22% for chocolate. Of the main foods advertised, 11% were for cereal products, 8% for fruit and only 1% for vegetables. Main tactics used by advertisers to sell foods were give-aways (20%), taste (16%) and fun (14%). On the contrary, advertisements for breakfast cereals often used nutritional claims and often contained messages that were in line with current dietary guidelines for Australians. Generally, the complete dietary picture shown to children through advertisements was said to be poorly balanced and only included a narrow range of foods. Michele Roberts and Simone Pettigrew (2007) studied behaviors modeled in food advertising are influencing childrens diets. They conducted a food advertising audit targeted to children find out aspects that affect childrens food socialization. Quantitative and qualitative methods were used to provide (1) descriptive statistics of incidence and (2) a thematic analysis of messages contained in a sample of food advertisements screened in Perth, Australia, during childrens morning television programming. In 28.5 hours of childrens television programs, 950 advertisements were broadcasts, 212 of which were for food. The Qualitative aspect observable in the ads were the existence of grazing, the denigration of main foods, exaggerated health claims and the implied ability of specific foods to emphasize popularity, functionality and mood. The most popular advertising appeal was fantasy, present in 57% of the campaigns. The outcomes of the study are of interest to many stakeholders, including the food and advertising industries, policy makers, child health advocates and academic researchers. Driven by concerns about childhood obesity, there is escalating demand for responsible food advertising to children (McDonald 2003). According to the authors advertisers must respond to these issues. Kay M. Hammond et al. (2008) aimed to expose internationally, the balance of television advertising for healthy and less-healthy foods to which children and adolescents are exposed. The sample comprised 9-17 year old New Zealanders to explore the extent to which they were exposed to advertising for a variety of food groups over a year and compared New Zealand rates of advertising with a 13-country study. The method used was People meter data collected over three months May and September 1995 and February 1996 and food advertising from a sample week of television during hours when children were likely to be watching were also examined. The Comparison was made with a similar 1989 South Australian study and an international study covering 13 countries.The results showed that the exposure estimated for a year and the opportunities for exposure in the sample week were maximum for sweet snacks, drinks, fast food/takeaways and breakfast cereals. There were very low levels for fruit, vegeta bles, and meat/fish/ eggs and water was not advertised in any sample month. Comparisons with the 13-country study showed New Zealand had the third-highest rate of food advertising, the highest rate of confectionery and drinks advertising, and the second-highest rate of restaurant advertising which included fast food restaurants.To conclude the authors suggest that the immediate trends in food advertising create a difference in interest between public health and commercial interests. Regulation of food advertising may be required to solve this problem. METHODOLOGY Research Type I will be conducting Primary/Field or Quantitative Research, gathering first hand data from my sample population about how the fast food marketing methods used by marketers influence their children or children around them. I will later be quantifying the results. Data Type and Research Period The study is based on peoples perceptions and how they feel they are influenced by advertisements and how these fast food marketing methods are a major contributing factor in their childrens consumption of fast food. Therefore Primary or Field Research which is basically quantitative in nature is more suitable. Sources of Data The sources will be questionnaire surveys and focus groups targeted to the sample population. Operational Definitions Dependant Variable: Fast Food Consumption This variable addresses the Fast Food Purchases by consumers. It is the result of Fast Food advertising and the ultimate motive of Fast Food sellers. It basically deals with fast food sales. Therefore it is the consequence of Fast Food Marketing through various mediums. Independent Variables Television Advertisements: This variable is an integral means of marketing Fast Food to consumers considering its reach and ease of access in todays time. The more people watch Television and are exposed to advertisements of fast food, the more they consume fast food. It thus has a positive relation with fast food consumption. Billboards: This variable sheds light on yet another Fast Food Marketing medium. It is a physical medium for people to be exposed to frequently. It has a positive relation with fast food consumption as the more billboards people see the greater will be their fast food consumption. Internet Advertisements: This variable appraises a combination of official websites as well as social website mediums like Facebook and Twitter used by Fast Food marketers to reach consumers. The greater the amount of fast food advertisements people are exposed to on the internet, the more they will purchase or consume fast food, thus it denotes a positive relation between the dependant and the independent variable. Print Advertisements: This variable comprises of the various print mediums like the newspapers, posters, flyers and banners that fast food marketers use to advertise the fast food to consumers. Naturally the more peoples exposure to these is the more they end up consuming fast food, indicating a positive relation. Radio: This variable emphasizes the use of broadcasting to market fast food to consumers. It is a cheap means to reach more people. The frequency of advertisements on the radio is usually more due to the low cost. Therefore people are exposed to more fast food advertisements and thus consume more of it and this also has a positive relation with the dependent variable. Population, Working population and planned sample The target population for the research will be people living in Lahore who have children of ages 3 to 17 years, in their families who consume fast food. The working population will be targeted specifically. The planned sample will include people ranging between the ages of 20-40 years, including working adult males and females from Lahore who have kids and as well as working youngsters or students with younger siblings who consume fast food. Research hypothesis Ho-Frequent exposure to Fast Food marketing methods leads to increased Fast Food Consumption by children H1-Television is the most influential Fast Food Marketing Method for children H2-Billboards are very appealing to children and lead to frequent fast food consumption H3-Print advertisement doesnt influence childrens purchase of Fast Food so much H4-Internet is not a very effective medium for Fast Food marketing to children H5-Radio is not a very effective medium of Fast Food marketing to children Techniques Cross-Tabulation was done due to using the statistics from the questionnaire surveys. Data analysis A cross-tabulation was done using the SPSS software 17.0 and frequency charts were also made. Data interpretation After gathering first-hand information from the sample population, the data was quantified and the statistics were used to make cross-tabulations and frequency charts. The results were then analyzed using tables and charts results. RESULTS Demographics The primary research for the study comprised of questionnaire surveys that were floated amongst 50 respondents, both married and unmarried, falling in the age bracket of 20 to 40 years. 25 of the respondents were male and 25 female in order to eliminate gender bias. The people with children were targeted to find out more about their childrens fast food consumption resulting from advertising exposure. The working population was targeted to specifically because they have a need for fast food. This was done with the purpose of finding out the most effective method of fast food marketing that results in consumption of fast food by children in Lahore. Most of the married respondents were bankers, doctors, engineers and teachers who had children, whilst the unmarried respondents were mostly students at the Lahore School of Economics and had younger siblings between the ages of 3 to 17 years, who consume fast food. The target population for the research will be people living in Lahore who h ave children in their families who consume fast food. 75% fell in the age group of 20 to 29 years, whereas the remaining 25% were aged between 30 to 40 years. Most of these individuals belonged to the upper and upper middle class with lump sum pocket monies or household incomes, and had exposure to all sorts of fast food advertisements. A majority fell in the 30,000-40,000 income range. The five independent variables were separately analyzed to determine their impact on the dependant variable. The results have been analyzed below. Independent Variable: Television Ads Ho-Frequent exposure to Fast Food marketing methods leads to increased Fast Food Consumption by children H1-Television is the most influential Fast Food Marketing Method for children TVADSQ1a Frequency Percent Valid Percent Valid 1.00 21 42.0 42.0 2.00 25 50.0 50.0 3.00 2 4.0 4.0 4.00 1 2.0 2.0 5.00 1 2.0 2.0 Total 50 100.0 100.0 The above table shows the frequencies of responses when people were asked whether they thought images of food were an important element of a fast food advertisement. It can be seen that 21 people out of 50 i.e. 42% strongly agreed that images of food are important to children. 25 respondents or 50% also agreed with this.2 people or 4% remained neutral. 1 out of 50 respondents or 2% disagreed while another 2% also strongly disagreed with the statement. TVADSQ1b Frequency Percent Valid Percent Valid 1.00 11 22.0 22.0 2.00 25 50.0 50.0 3.00 13 26.0 26.0 4.00 1 2.0 2.0 Total 50 100.0 100.0 The table illustrates the frequencies of the responses for the importance that a catchy slogan holds for children in a fast food television commercial.11 out of 50 respondents i.e. 22% strongly agreed that a catchy slogan is very important to children whilst 50% also agreed with this.26% remained neutral about it and 2% disagreed and didnt think that a catchy slogan is important to children. TVADSQ1c Frequency Percent Valid Percent Valid 1.00 14 28.0 28.0 2.00 17 34.0 34.0 3.00 13 26.0 26.0 4.00 6 12.0 12.0 Total 50 100.0 100.0 As per the above frequencies 14 out of 50 respondents i.e. a celebrity endorser was very important to children according to 28% or 14 out of 50 respondents and 34% also thought the same.26% were neutral about it and 12% disagreed. TVADSQ1d Frequency Percent Valid Percent Valid 1.00 15 30.0 30.0 2.00 23 46.0 46.0 3.00 10 20.0 20.0 4.00 2 4.0 4.0 Total 50 100.0 100.0 The frequency table shows that the jingle was very important to children according to 30% of the respondents who strongly agreed along with the 46% majority who agreed with this. 20% remained neutral to it and only 4% disagreed. TVADSQ1e Frequency Percent Valid Percent Valid 1.00 3 6.0 6.0 2.00 9 18.0 18.0 3.00 11 22.0 22.0 4.00 19 38.0 38.0 5.00 8 16.0 16.0 Total 50 100.0 100.0 According to the above table, the frequencies of responses showed that 6% of the respondents strongly agreed that price matters to children in a fast food television commercial and 18% also agreed.22% remained neutral about it. However 38% and 16% disagreed and strongly disagreed respectively that children do