Sunday, November 17, 2019
Population Management Strategies Essay Example for Free
Population Management Strategies Essay China has one of the largest population densities in the world. In Russia there is a decline in population which is observed to increase drastically. In Western Europe as well, the population decline is as a result of the social and economic lifestyle that the natives lead. Varied measures are therefore taken against the population growing trends. This study compares and contrasts the population management strategies of the above mentioned nations (Gordon, 2005). 2. 0 Population growth in Russia Presently, there is a remarkable decline in population and this is a major problem in Russia. Russiaââ¬â¢s population is estimated to be 143 million, however, in every year there is a turn down of about seven hundred thousand people; calculations indicate that this decline is about one hundred people dying every hour; this has led to predictions that the countryââ¬â¢s population by the year 2050 could be as low as one hundred and twenty million. It could also have an economic and geopolitical impact (Gordon, 2005). a) Causes of the population crisis The observed high mortality rate, short life expectancy and an increasing number of deaths from causes that are not natural; are the major factors contributing to the population decline in Russia. Russiaââ¬â¢s number of deaths per 1,000 people is at 16, compared to Western Europe which is 5. Out of the 150,000 people who die in natural deaths, 46,000 are suicidal cases, 40,000 killed in road accidents, 36,000 murdered and 36,000 are as a result of alcohol poisoning. High abortion in Russia contributes to the low birth rate. However there is a great decline in abortion since the Soviet times when abortion was utilized as a method of birth control (Gordon, 2005). The official statistics survey indicates that there are 1. 6 million abortions in Russian women, which is higher than the birth rate. Generally, there is a low birth rate in the country attributed to high rates of alcoholism and economic hardship. Currently, Russiaââ¬â¢s birth rate is 1. 34 children per woman of fertile age, which is less compared to the required 2. 14 children per woman. Additionally, the estimated life expectancy in Russia is about 58 years for men and 72 for women, thus thirty percent of the men population do not reach the beginning of their pension age (Gordon, 2005). Russian experts also suggest that the depopulation in the country is due to political and economic upheaval experienced in the country in the 1990s. Due to bad planning and implementing of liberal economic reforms, social insecurity was evident among the nationals and thus they sought to have fewer children. The rate of foreigners moving into Russia is low; little relocation is observed within the former republics of the Soviet Union. However the rate of movement of nationals outside Russia to Western Europe and other places is high and itââ¬â¢s usually for search of a better economic situation (Gordon, 2005). b) Management strategies In 2005, there was an increase in the number of births which was due to a large number of girls born in the 1970s-1980s who could bear children by then. Thus the birth rate can be stimulated, the maternal and infant mortality rates reduced. By enhancing the reproductive health and quality of the population, the population growth can be boosted. A new demographic development concept is essential for it will outline the national goals such as average increase of life expectancy in the nationals and increase in birth rate. Russia has a chronic occurrence of cardiac and oncological diseases. The average life expectancy can be boosted by six more years if an initiative is taken to reduce deaths that arise from such disorders (Gordon, 2005). 3. 0 Population growth in China and management strategies China is among the worldââ¬â¢s top nations that experience a very large population with a relatively small youth cohort which is attributed to the Peopleââ¬â¢s Republic of Chinaââ¬â¢s one ââ¬âchild policy. Except for the population policies implemented in China in 1979, the current population in china would be reading at 1. 7 billion. It is recorded that chinaââ¬â¢s population in 1953 was 582 million; however by the year 2000, the population was twice as much, estimated at 1. 2 billion (Peng, Guo, 2000). The first leaders in China believed that a large population was a great investment, yet, as the population grew rapidly it became a liability and this led to a mass campaign effort for birth control by the Ministry of Public health; though this was in vain. Again, a rapid population was experienced after the interval of the ââ¬ËGreat Leap Forwardââ¬â¢. In the 1960s, emphasis was laid on late marriage and in 1964; birth control offices were established in the central government and at the provincial level, contraceptives were used in family planning. This campaign was seen to be successful until the Cultural Revolution era (Peng, Guo, 2000). In 1972 and 1973, birth control resources were distributed countrywide. At administrative and in various collective enterprises, committees were launched to ensure implementation of the birth control programs; both rural and urban areas were covered. Mao Zeodong who was behind the family planning movement died in 1976, and the government failed to acknowledge that economic growth and improved living standards are affected by the population growth. However, in the 1970s the fast growing population of China prompted the government to establish a limit in the number of children born; the highest suggested family size was two children in cities and three or four in the countryside (Peng, Guo, 2000). Since 1979, the one-child policy that was widely in use. The policy had different guiding principles on national minorities and only one child was permitted to the married couples. The policy helped China to achieve its goal of stability and a fertility rate that was greatly reduced; an average of 5. 4 children per women was reported. Those who observed the one child program were rewarded by getting a one-child certificate that permitted them to get cash bonuses, better childcare, longer maternity leave and good housing allowances; and they were to pledge that they would not bear children anymore. The population in the rural areas however, determined the efficiency in the policy implementation program; since they accounted for 60% of the total population (Peng, Guo, 2000). Studies indicate that coercive measures were used in order to make the one-child policy a success. The assumed methods included psychological pressure, use of physical force, and in some cases forcing abortions and infanticide. However, the government officials insisted that the family planning process was on voluntary basis and measures applied in implementing the programs were persuasive and economic based (Peng, Guo, 2000). Between 1970 and 1980, there was a drop in the crude birth rate from 36. 9 per 1,000 to 17. 6 per 1000, which was due to ââ¬Å"wan xi shaoâ⬠birth control campaign,-late marriages, longer intervals between births and fewer children. In addition, the social and economic changes that had taken place, amongst which was the high level of employment of women in rural and urban areas and low mortality rate in infants, may have contributed to the aforementioned. Nonetheless, in the countryside, people valued large families, especially sons, for assistance in the fields and support during old age. This seems to have applied to the rest of China as a whole; there is a gender imbalance in China; the 2000 census report showed that 119 boys born of every 100 girls. The government was thus forced to ban the selective abortion for female fetuses in July 2004 (Peng, Guo, 2000). 4. 0 Population growth in Western Europe Since the 1960s, there is a substantial decline in Western Europeââ¬â¢s population which is accredited to low fertility rates. By 1999, the total fertility rates had dropped so much; an average of 1. 45 was recorded in the fifteen European Union countries. A total fertility rate at 1. 5 is presently experienced by eight out of fifteen of the western European countries. However, there are immense disparity among these countries in terms of timing and the level of when the decline started as well and in the rate and decline duration. Socioeconomic and demographic factors have contributed to the differences in pattern of West European fertility levels. There are concerns pertaining to the imbalance of the population age structure, ability to maintain European welfare state systems and consistency in social affairs. This has les to the implementing of family policies in order to safeguard the nationsââ¬â¢ populations (Caldwell et al. 2006). a) Management strategies i) Maternity protection: this was a step towards creating an opportunity for women to give birth because of the demand from employment, differences in gender and equality; protection of labor and regulation. The Western European countries thus introduced compulsory maternity leaves for women who are working. Other countries such as France introduced a policy in support of women in reconciling employment with motherhood. In Scandinavia, greater emphasis was put in leaves and protective labor legislation. The recommended maternity leave period is 14weeks; however it varies between 20weeks in Italy and 16-18 weeks being the common length in other countries (Caldwell et al. 2006). ii) Parental leave: the government has amended the parental leave regulations and different parental-leave schemes have been implemented. These leaves are available only to parents and they vary from one country to another. The benefits also vary significantly; in some countries they are either unpaid or given a low pay (Caldwell et al. 2006). iii) Childcare services: at the beginning of industrialization, childcare services were instituted to cater for the orphans and children who were unattended due since their mothers were working. However up to the 20th century, childcare services changed to charity education to promote social and individual development. The catholic institutions were pioneers in provision of this kind of service. Presently the services offered differ athwart the nations (Caldwell et al. 2006). iv) Child benefits: this system came up as wide array of policy intentions. Its major role was to cater families in need for instance widows who had children and divorced or single mothers. However these support systems vary in terms of services offered across the countries (Caldwell et al. 2006). 5. 0 Conclusion In Russia and Western Europe, population decline is the major crisis which is as a result of varied factors. Russiaââ¬â¢ decline is caused by inappropriate standards of living and in Europe, the level of industrialization that has created working opportunities has denied women the chance to bear children, hence population decline. In China, the challenge is high population that is caused by uncontrolled popular growth. The future population in China is likely to face gender imbalance and besides it has an increasingly aging population. There is a limitation in the way services are offered in the family systems. A cross-national variation in family policiesââ¬â¢ provisions and modalities is evident in Europe. Hence it is difficult to look into the effects of family policies on individual childbearing behavior in order to make a comparison between the countries. Some countries share fertility advances, and family policy systems. The countries in West Europe are clearly divided (Caldwell, et al. 2006). References: Peng, X. , Guo, Z. (2000): The Changing Population of China, ISBN 0631201920, 9780631201922, Blackwell Publishing. Caldwell, B. K. , Caldwell, P. , Caldwell, J. C. , Caldwell, P. Schindlmayr, T. McDonald, P. F. (2006): Demographic Transition Theory. ISBN 1402043732, 9781402043734, Springer Gordon, E. E. (2005): The 2010 meltdown: solving the impending jobs crisis. ISBN 0275984362, 9780275984366, Greenwood Publishing Group
Thursday, November 14, 2019
Sophocles Oedipus the King and Cocteaus The Infernal Machine Essay
Sophocles' Oedipus the King and Cocteau's The Infernal Machine à à à Sophocles' Oedipus the King and Cocteau's The Infernal Machine relate the same story, yet from quite different angles. Sophocles' play is written in heightened language and spends 1,530 lines on an hour of time. On the other hand, Cocteau's characters speak colloquially, and his 96 pages cover 17 years, putting much more emphasis on the events prior to where Sophocles begins his play. Sophocles and Cocteau present Oedipus' character in different lights, and through these characters express contrary themes. Sophocles' proud yet wise Oedipus reveals that a human's future is determined by his actions, while Cocteau's haughty yet immature Oedipus suggests that mortals' fates are completely predetermined by the gods. In both plays Oedipus appears to have extreme pride; while Sophocles' clever Oedipus has reason for his pride, Cocteau's foolish Oedipus is arrogant without cause. Sophocles' Oedipus solves "the (sphinx's) riddle by (his) wit alone."(Soph .O.T. 397) The Sphinx sits on the road to Thebes and kills anyone who can not answer her riddle until Oedipus appears, solves the riddle, and saves Thebes. It is at this point that he becomes King of Thebes and rules his people well. He does not know that he has killed his father, the former king, and married his mother. When his presence in Thebes causes a plague to strike the city, he sincerely seeks out the cure for his city's plight. <block quote>I know you are all sick, yet there is not one of you, sick though you are, that is as sick as I myself. Your several sorrows each have single scope and touch but one of you. My spirit groans for city and myself and you at once. You have not roused m... ...sary of Literary Terms, 7th ed. New York: Harcourt Brace College Publishers, 1999. Cocteau, Jean. (1963). The Infernal Machine and other plays. (Bermel, Albert.). New York: New Directions. Ehrenberg, Victor. ââ¬Å"Sophoclean Rulers: Oedipus.â⬠In Twentieth Century Interpretations of Oedipus Rex, edited by Michael J. Oââ¬â¢Brien. Englewood Cliffs, NJ: Prentice-Hall, Inc., 1968. Jaeger, Werner. ââ¬Å"Sophoclesââ¬â¢ Mastery of Character Development.â⬠In Readings on Sophocles, edited by Don Nardo. San Diego, CA: Greenhaven Press, 1997. Sophocles. (1991). Sophocles I: Oedipus the King, Oedipus at Colonus, Antigone (Grene, David.). Chicago: University of Chicago.à Sophocles. Oedipus Rex. Transl. by F. Storr. no pag. http://etext.lib.virginia.edu/etcbin/browse-mixed new?tag=public&images=images/modeng&data=/texts/english/modeng/parsed&part=0&id=SopOedi à à Sophocles' Oedipus the King and Cocteau's The Infernal Machine Essay Sophocles' Oedipus the King and Cocteau's The Infernal Machine à à à Sophocles' Oedipus the King and Cocteau's The Infernal Machine relate the same story, yet from quite different angles. Sophocles' play is written in heightened language and spends 1,530 lines on an hour of time. On the other hand, Cocteau's characters speak colloquially, and his 96 pages cover 17 years, putting much more emphasis on the events prior to where Sophocles begins his play. Sophocles and Cocteau present Oedipus' character in different lights, and through these characters express contrary themes. Sophocles' proud yet wise Oedipus reveals that a human's future is determined by his actions, while Cocteau's haughty yet immature Oedipus suggests that mortals' fates are completely predetermined by the gods. In both plays Oedipus appears to have extreme pride; while Sophocles' clever Oedipus has reason for his pride, Cocteau's foolish Oedipus is arrogant without cause. Sophocles' Oedipus solves "the (sphinx's) riddle by (his) wit alone."(Soph .O.T. 397) The Sphinx sits on the road to Thebes and kills anyone who can not answer her riddle until Oedipus appears, solves the riddle, and saves Thebes. It is at this point that he becomes King of Thebes and rules his people well. He does not know that he has killed his father, the former king, and married his mother. When his presence in Thebes causes a plague to strike the city, he sincerely seeks out the cure for his city's plight. <block quote>I know you are all sick, yet there is not one of you, sick though you are, that is as sick as I myself. Your several sorrows each have single scope and touch but one of you. My spirit groans for city and myself and you at once. You have not roused m... ...sary of Literary Terms, 7th ed. New York: Harcourt Brace College Publishers, 1999. Cocteau, Jean. (1963). The Infernal Machine and other plays. (Bermel, Albert.). New York: New Directions. Ehrenberg, Victor. ââ¬Å"Sophoclean Rulers: Oedipus.â⬠In Twentieth Century Interpretations of Oedipus Rex, edited by Michael J. Oââ¬â¢Brien. Englewood Cliffs, NJ: Prentice-Hall, Inc., 1968. Jaeger, Werner. ââ¬Å"Sophoclesââ¬â¢ Mastery of Character Development.â⬠In Readings on Sophocles, edited by Don Nardo. San Diego, CA: Greenhaven Press, 1997. Sophocles. (1991). Sophocles I: Oedipus the King, Oedipus at Colonus, Antigone (Grene, David.). Chicago: University of Chicago.à Sophocles. Oedipus Rex. Transl. by F. Storr. no pag. http://etext.lib.virginia.edu/etcbin/browse-mixed new?tag=public&images=images/modeng&data=/texts/english/modeng/parsed&part=0&id=SopOedi à Ã
Tuesday, November 12, 2019
Descartes Meditation Essay
Descartes holds that you are more mind than body. Do you agree? What sort of priority does he intend? â⬠In the Meditation Two: Concerning the Nature of the Human Mind, Descartes describes himself ââ¬Å"as if I had suddenly fallen into a deep whirlpoolâ⬠(pg. 492), expressing the need to work his way up and pick up where he left off the day before. He basically exclaims that he will put off all doubts and ââ¬Å"suppose that everything is false (492)â⬠. In this meditation he plays on the concept that the mind is greater than the body. In some respectsââ¬â¢ I do agree with what Descartes is saying about dualism concept and how we are ââ¬Å"thinking things (493)â⬠. I believe the mind is more important in some manner than the body because the power the mind has to think, reason, create, dream, imagine, believe, memorize, react, desire, feel, and the ability to know and have endless ideas. Descartes agrees that he ââ¬Å"doubts, understands, affirms, denies, wills, refuses, and that also imagines and senses (494). â⬠In this section I do agree with Descartes on his view of this ââ¬Å"thinking thingâ⬠. The mind is so incredible that we humans canââ¬â¢t grasp the intricate complexes that the mind has. When Descartes describes the wax example I was rather confused but after critiquing the concept I have come to realization that it does make sense. I think Descartes was desperate to find away, some way to describe the importance of the mind and using this illustration was a creative way to do so. So he describes this piece of wax how itââ¬â¢s hard and cold, malleable, has a slight honey flavor (494). Then he describes what happens to this wax when it goes through the different temperature cycles and how the structure of the wax changes etc. So we know that when the piece of wax is going through those physical changes it still remains to be the same piece. So seeing that we understand that the hard piece of wax and now melted piece of wax have the same propertiesââ¬â¢ must not just come from the senses because all of the sensible properties were changed. As Descartes describes that ââ¬Å"the sense of smell, sight, touch or hearing has now changed; and yet the wax remains (495). â⬠So from this one may think that the imagination is what this piece of wax is, but Descartes exclaims, ââ¬Å"Therefore this insight is not achieved by the faculty of imagination. Instead he concludes that ââ¬Å"I (Descartes) perceive it through the mind alone. â⬠Learning this illustration is shows the importance of the mind and the corporeal body. That the body can take on many different changes, yet the mind is beauty behind everything. I canââ¬â¢t say that I agree with everything that Descartes is trying to express, but I do agree with the fact there are hard concepts to grasp and understand. We each have unique mind, and understanding the mind will take time and will take patience.
Saturday, November 9, 2019
Seminar
Professor you started by saying we will be discussing what we have learned throughout the term units one through 9. Also you told the class that you would like us to turn in our unit 9 assignments by Friday, any time by Friday night so you could have the weekend to grade and return back to us. You had a trouble accessing the unit 8 drop box, so you informed everyone who has submitted their assignment that they should email the assignment to you instead, but everything should be working ust fine.We started the seminar with the handout and PowerPoint. Unit9 handout what is this course all about. Some questions raised is how does these skills play out in the legal field, you answered it by saying we really need is a mythological. Step one in the legal field you must always define the facts, someone might come to you asking for advise, you must always define the facts when facts are presented, get facts complete and correct about what has happened. Second step is who are the clients, who do I represent. Step three what is the objective, which is to when on behalf of my client.Step four what are the claims. Step five; you must map the fact against the statutes and common law. Step 6, do the research, step 8 is go for the win, you present your facts and findings. Everything we have learned in the past nine units is what the big picture is in the long run of the legal field. There are three Distinct type of writing; HRAC historical, legal memorandum, brief. We went on to the PowerPoint, which focuses on the legal memorandum. In a legal emorandum you must always keep in mind the analysis, can you win. e discussed using the Legal memorandum on unit 9 assignment, you have us the opportunity if those who want to do a legal memorandum will get an extra 5 points. Putting together a memorandum, Step 1 who are you representing, step 2 what is a win, step3 capture all the facts and discard all irrelevant facts. Step 4 is to do the research, research anything we can get our han ds on. Step five would be to back track and make sure you covered any and all facts possible. Key sites everything. To pile for the client, what is good and what is bad.Step 8 is to do a discussion based on all the information given. You stressed how you would prefer the class to try the legal memorandum that you have discussed in the power point do to it be the way it will be done in the legal field. In the legal field, law firms don't go down the list. the 5 points. For the conclusion portion you stated that is may be 0k, to state that there can be a low chance that the law firm may when the case, do to sufficient evidence, or we ould state that we have a high chance at winning, of course every case is not winnable.Based on the law, that is what are conclusion is based on. A classmate brought up the question of statute of limitation to which you replied that we should assume that there are no statute of limitation that was a really great question. our final exam will cover everyth ing that we have learned from unit 1-9. I understand that this will be our last seminar professor, and I can't stress enough how much I appreciate you feedback and help with regards to turning in my work. I thank you.
Thursday, November 7, 2019
Shutter Island Movie Review
Shutter Island Movie Review Introduction In the movie, ââ¬ËShutter Islandââ¬â¢ Martin Scorsese who is the director has mysterious modelled a gloomy as well as devious psychological tease in the most accepted traditional way. The movie depicts the psychology of nursing practice showing how mentally disturbed patients in the hospital can disappear without the knowledge of nurses.Advertising We will write a custom essay sample on Shutter Island specifically for you for only $16.05 $11/page Learn More For instance, the movie draws the viewers back to the time during the second world war when Teddy Daniels alongside his new colleague are send out to carry out investigations on dubious disappearance of patients from asylum meant for the criminal cases related to psychology (Townsend, 2009). There arises the challenge of security and health care service delivery to mentally ill criminals as well as the ability of the nurses to deal with search cases. Shutter Island and Psychology Nursin g Practice As opposed to most of the films of the twentieth century on psychological illness, the shutter island is devoid of the new psychological nursing practice. This gives a clear description of a dim psychological disorder where the disorder is equivalent to the incurability and the risk whilst the sick is equivalent to the monster. Therefore the director of the movie cannot be compelled of an agenda that is liberal. The Shutter Island instead simplifies the fact that the asylum entertains violence .This is supported by the assertion of Leornardo who indicates that the psychologically challenged criminals do not deserve ââ¬Ëcalmââ¬â¢ (Townsend, 2009). The play rotates around a precious as well as a rare chance on the shutter island to trying to figure out whether mind therapy can uphold the defences of the world war two survivors who are devoid of sight, is traumatised, and who has also gone an extra mile to invade the asylum murdering his wife for having murdered the ch ildren. This is a dark plot full of complexities and it gets more paranoid as the film goes by. It twists together themes about the Hoovers, psychological trials, institutions as well as the Nazis which call for some efforts by the institution holders. As the film progresses, most characters tend to be biased towards the mental health leader. The characters look at this leader as a protagonist psychotherapist. This makes them to assume the fact that their leader is a corrupt leader The lead psychiatrist does not concur with lobotomy (psychosurgery) as well as the advent of new prescription for instance chlorpromazine. For instance, the Germany psychiatrics arc can be dated back to Nazi experimenter and then down to pragmatic lobotomy. Ben Kingsley On the other hand founds his knowledge in psychiatry to the experience he acquired while dealing post traumatic stress patients who were depicting nightmares.Advertising Looking for essay on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More The lead psychiatrists practice however, does not yield any fruit. This rises a bit of alarm to the current psychology of nursing practice which does not work for most of the mentally challenged patients. Such unsuccessful procedures performed by the lead psychiatrists depict a lope hole in the psychology of nursing practice. It also questions the optimism of psychotherapy putting a more sceptical and cynical point of view to the psychologically challenged patients. Conclusion In conclusion, the film is well directed, and carefully brought out with fine work in health institutions details of the current health care institutions as well as the security aspect embodied. Those characters that had had an opportunity to work in health care institutions identify with the asylum in the island. The people can agree that the challenges experienced on the island are as a result of the conflicting needs of both health care serv ices and security. Never the less, the film ends such that most of its viewerââ¬â¢s ends up with distorted and compromised sympathy to the psychology patients. This calls for those in psychology nursing practice to accept and embrace advent of new treatments to help save the mental cases. Reference Townsend, M. (2009). Psychiatric Mental Health Nursing:Concepts of care in Evidence-Based Practice (6th ed.). Philadephia: F.A Davis.
Tuesday, November 5, 2019
Last Chance to Join the Freelance Writing Course
Last Chance to Join the Freelance Writing Course Last Chance to Join the Freelance Writing Course Last Chance to Join the Freelance Writing Course By Ali Hale This is your very last chance to join the freelance writing course. Weââ¬â¢re going to be closing the doors at midnight (GMT) today, Friday 6th May. Weââ¬â¢ve already got an amazing group of students signed up (over 200!), but thereââ¬â¢s still room for you to join us too. Heres what one student said about it: What you supplied has far exceeded my expectations both in content and value for money. I congratulate you on a job well done. (Margaret Huggins, Australia) If youââ¬â¢d like to make a full-time living ââ¬â or a great part-time income ââ¬â from freelance writing online, then come on board. Youââ¬â¢ll get in-depth lessons on everything you need to know, plus an exclusive forum where you can get all your questions answered. Weââ¬â¢ve even got a 60-day money back guarantee: you can take the whole course and, if you decide it wasnââ¬â¢t right for you, just let us know and weââ¬â¢ll give you a no-hassle refund. Once youââ¬â¢ve signed up, youââ¬â¢ll receive lessons each week for the duration of the course ââ¬â and youââ¬â¢ll get lifetime access to all the materials, so you can revisit them whenever you need to. Click here to read all the details and join us!. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Freelance Writing category, check our popular posts, or choose a related post below:What Does [sic] Mean?40 Synonyms for ââ¬Å"Lieâ⬠Conversational Email
Sunday, November 3, 2019
Beer Consumers Decision-Making Case Study Example | Topics and Well Written Essays - 2000 words
Beer Consumers Decision-Making - Case Study Example To be sure, beer is the dominant alcoholic drink among liquors. But despite a growing population of legal-age drinkers, spirits sales grew by 3% in 2003 while beer sales slipped by nearly 1%, according to Impact Databank (2004). With this concern, this is doubly difficult for beer companies because getting in front of consumers when they're young can shape habits for a lifetime. And out-on-the-town young adults drink more than older consumers who've slowed down. Bigger bar banners and broadcast TV buys aren't enough to reverse this trend. The new drinkers' media consumption is more fragmented than that of their forebears, and they're tougher to reach. Also, marketers must be careful not to use media or imagery that could skew towards under 21 age group. For instance, Coors Brewing Co. drew criticism for a tie-in with PG-13 rated "Scary Movie 3." Coors had expected the film to be rated R, like its two predecessors Marketers are trying to be more creative with on-premise promotions and choosing which media to use for ads. A classic example is Sidney Frank Importing Co.'s "Jager Girls" who show up at bars and press shots of Jagermeister liquor on patrons (Arndofer, 2004). The key to building a brand is to understand what consumers need from it, then to encourage those specific thoughts among them. The methods of doing this are diverse. There are the specific target audience, preferences, and of course the price. Recently, consumers have also been concerned about calories they get in a beer.
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