Biography Of Isaac Newton s Three Laws Of Motion

Isaac Newton was an English mathematician, astronomer, and physicist who had developed his three laws of motion by the age of 23. He was born in 1642 the same year the Italian astronomer Galileo Galilei died. Galileo’s work helped to influence or set the stage for the development and creation of Newton’s three laws. Newton’s three laws of motion consists of the first law which is the concepts of inertia, second law which is relating acceleration to its cause and lastly the third law which is action and reaction. The laws of motion were interpreted in the most famous and influential book of all time called, â€Å"Philosophiae Naturalis Principia Mathematica† created by Newton in 1687. The book was often known as â€Å"Principia† used to explain and†¦show more content†¦The only way to change an objects motion is for it to be impacted by an unbalanced force. Next is Newton’s second law of motion also known as the â€Å"Law of Force and Acceleration†. He was the first to recognize the relationship between force and mass in the production of acceleration. This discovery became one of the most central rules of nature that was able to shape the form of physics. The law states; â€Å"The acceleration of an object as produced by a net force is directly proportional to the magnitude of the net force, in the same direction as the net force, and inversely proportional to the mass of the object†. This is usually expressed by the equation Force= mass x acceleration (F=ma). The law also states that the smaller the object the higher the acceleration there will be and vise versa the larger the object the smaller the acceleration will be. The acceleration of an object depends on the net force acted on the object and the mass of the object. If the mass and net force is both doubled then the acceleration will remain unchanged. Thi s law also gives a explanation for why objects with different masses are able to fall with equal/same acceleration. If the object is only acted on by the gravitational force then air resistance is negligible which is called free fall. During free fall the acceleration of the objects also depends on its inertia and uses the equation Force/mass=gravity (F/m=g), g alwaysShow MoreRelatedTime And Date Of Birth790 Words   |  4 Pagesborn on January 4, 1643, in Woolsthorpe, England (Isaac Newton.). and (Isaac Newton, reluctant genius.). This was no ordinary being as he would change the world and our perception of the universe forever. Isaac was his name, and he was an English-born physicist and mathematician (Isaac Newton.). Living Conditions He was the only son of a yeoman farmer, who’s name was also Isaac Newton, that sadly died three months before he was born (Isaac Newton.). â€Å"The small baby was very tiny and weak and wasRead MoreThe Achievements Of Isaac Newton1368 Words   |  6 Pagesscientific life that we live in today. One of the most influential scientists would be that of Sir Isaac Newton. Newton was a prominent philosopher, astronomer, mathematician, physicist, and scientist during the 17th century. The accomplishments completed within his life helped in contributing and shaping the fact that he was one of the single-most influential scientists of his time. On January 4, 1643, Isaac Newton was born in the Woolsthorpe, Lincolnshire, England colony. His birth date, using the â€Å"old†Read MoreNewton s Laws Of Motion1490 Words   |  6 PagesPhysical Science L1 Newton’s 3 Laws of Motion 22 October 2015 Emma Trull Mr. Moore Physical Science L1 Research Paper: Newton’s Laws of Motion 22 October 2015 Newton’s 3 Laws of Motion Isaac Newton was a physicist and mathematician of the 17th century. Newton developed the principles of modern physics. He created the three laws of motion popular in the world of science and our daily lives (Issac Newton Biography). Newton’s first law states that an object at restRead MoreEssay on The Life of Sir Isaac Newton 1394 Words   |  6 Pagesthe beginning of time, there have been many mathematicians that has influenced and contributed to the math we know today. None compares to the work of Sir Isaac Newton. He was influential as a person, as well as in his work. Sir Isaac Newton was born on December 25, 1642 in Wools Thorpe, Lincolnshire. Shortly after his father’s death, Newton was born premature and was not expected to survive. After his father’s death, his mother got remarried to an ignorant man. His stepfather didn’t seem to likeRead More Biography of Isaac Newton Essay1127 Words   |  5 Pages Isaac Newton was a key figure in the development of the age of reason. His achievements revolutionized physics and mathematics and he has been recognized as an undisputed genius (Gardner 13). Newton was a intriguing individual who played an important role in the advancement of the scientific community of his time and of today. Newton was born on Christmas day in 1642 to a widowed farming mother. When he was three his mother left him in the care of his grandmother, so she could remarry (WestfallRead MoreThe Discoveries Of The Scientific Revolution1873 Words   |  8 PagesAbstract: Isaac Newton was the most influential figure of the scientific revolution. The scientific revolution brought attention to many figures, Copernicus and Galileo, but Newton is the scientist with most influential changes that that have changed how we think. His research and discovery of gravitation formula led to the scientific method. While that was his most famous discovery, he also had many findings in the mathematical field. Newton changed the way we think and his discovery on gravityRead MoreEssay on Karl Popper and Falsifiability1354 Words   |  6 Pagespositions of the moon and planets. Instead of being based on subjective observations, a hypothesis should be the sole product of a scientists imagination. Popper calls this an irrational element or a creative intuition (Williams, 1989). Sir Isaac Newton is an excellent example of the irrational element. While his peers were using spherical lenses, Newtons imagination handed him the idea of using elliptical and hyperbolic lenses in his experiments with color theory. In these same experiments,Read MoreThe Impact of Mathematics on the Physical Sciences2261 Words   |  10 PagesPhysical Sciences Intro Many great mathematicians of the past had an impact on physical sciences. This paper will discuss the historical background, respective times, and contemporary and modern societal contributions of three of those mathematicians: Archimedes of Syracuse, Isaac Newton, and Leonhard Euler. Archimedes of Syracuse Archimedes was born in a Greek city-state of Syracuse, Sicily in 287 BC. He was killed during a Roman incursion in 212 BC during the Second Punic War. Archimedes was purportedlyRead MoreGalileo Galilei And The Modern Experimental Method1445 Words   |  6 Pagessame rate, regardless of weight. From 1602 to 1609 Galileo continued to study speeds of falling objects, including pendulums. He studied these objects as they moved in arcs and along inclines and developed the law of uniform acceleration, which would later help Isaac Newton derive the law of gravity.VIII Overtime, Galileo would contribute many works and discoveries to the field of science, and is often referred to as the â€Å"Father of Modern Science† because of this. In 1593, Galileo invented an earlyRead MoreThe Infinite Stupidity of Humans and the Universe Essay2754 Words   |  12 PagesTheir view was that the Earth was the center of the universe. It wasn’t until the Renaissance when a few in western civilization, ever thought that the sun might be the center of planetary motion. Around 150 A.D. Ptolemy invented the concentric view, which explained that the Earth is the center of planetary motion. In the year 1543, Copernicus published his heliocentric view. Modern Astronomy begins in Europe around 1300 A.D. The Renaissance took place from the early 1300s to about 1600. During the

Enron The Smartest Guys Of The Room Essay - 1549 Words

Introduction Enron was a Houston based energy, commodities and services company. When people hear the name Enron they automatically associate their name with one of the biggest accounting and ethical scandals known to date. The documentary, â€Å"Enron: The Smartest Guys in the Room,† provides an in depth examination of Enron and the Enron scandal. The film does a wonderful job of depicting the downfall of Enron and how the corporate culture and ethics were key to Enron’s fall. As the movie suggests, Enron is â€Å"not a story about numbers, it is a story about people.† Enron – A Brief History In 1985, InterNorth, a large energy and natural gas pipeline company acquired Kenneth Lay’s company, Houston Natural Gas, in an attempt to thwart a takeover. The newly converged company would later be named Enron. Kenneth Lay was named chairman and CEO very early on post-merger and is considered to be the founder of Enron. Enron’s troubles began very earlier on. Need to bring this paragraph to an end but can use this to add length to the paper if needed. Enron’s Corporate Culture Enron’s code of conduct defines the company’s values as being respect, integrity, communication and excellence. Looking back, these foundational values are laughable. Not only did Enron not stand for these values as a whole, but the top management almost conveys the opposite, except in regards to excellence, which was clearly the driving factor in many of their decisions. Enron’s corporate culture was comprised ofShow MoreRelatedEnron, the Smartest Guys in the Room.1229 Words   |  5 PagesEnron, the Smartest Guys in the Room. Enron was involved in American’s largest corporate bankruptcy. It is a story about people, and in reality it is a tragedy. Enron made their stock sky rocket through unethical means, and in reality this company kept losing money. The primary value operating among the traders was greed, money, and how to make profits under any circumstance. The traders thought that a good trader is a creative trader and the creative trader can find any arbitrage opportunityRead MoreEnron Smartest Guys On The Room1573 Words   |  7 PagesThe movie ENRON smartest guys in the room is about one of the biggest corporation corruptions in the United States. In 1985, ENRON Corporation, was a company that delivers pipeline for natural gas and electricity, while mergering with Houston Natural Gas and Internorth. ENRON quickly grew into a reputable company that generated enormous profits. In a short period of time ENRON was considered one of the top global trading company for natural gas, commodities, and electricity. According to the statistic;Read MoreEnron: the Smartest Guys in the Room1989 Words   |  8 Pages it took Enron 16 years to go from about $10 billion of assets to $65 billion of assets, and 24 days to go bankruptcy. Enron is also one of the most celebrated business ethics cases in the century. There are so many things that went wrong within the organization, from all personal (prescriptive and psychological approaches), managerial (group norms, reward system, etc.), and organizational (world-class culture) perspectives. This paper will focus on the business ethics issues at Enron that wereRead MoreEnron: The Smartest Guys in the Room Essay1889 Words   |  8 PagesThe thing I liked most about this documentary was the fact that it focused on the guys at the top, the self-proclaimed smartest men in the room, the so-called geniuses who knew the energy business so much better than the rest of the industry. And what a piece of work these men were. Enron: The Smartest Guys in the Room shows us how basic human nature does not change, whether its in the easy fall into killing as a means to resolve disputes, or in the incessant human obsession to acquire forRead MoreEnron Case : The Smartest Guys Of The Room1149 Words   |  5 Pages In review of the Enron case, executives higher up exploited their privileges and power, participated in unreliable treatment of external and internal communities. These executives placed their own agendas over the employees and public, and neglected to accept responsibility for ethical downfalls or use appropriate management. As a result, employees followed their unethical behavior (Johnson, 2015). Leaders have great influence in an organization, but policies will not be effectiveRead MoreEnron: the Smartest Guys in the Room Essay1834 Words   |  8 Pagesthis paper is consider three possible rationales for why Enron collapsed—that key individuals were flawed, that the organi zation was flawed, and that some factors larger than the organization (e.g., a trend toward deregulation) led to Enron’s collapse. In viewing â€Å"Enron: The Smartest Guys in the Room† it was clear that all three of these flaws contributed to the demise of Enron, but it was the synergy of their combination that truly let Enron to its ultimate path of destruction. As in any organizationRead MoreEssay on Enron: the Smartest Guys in the Room5209 Words   |  21 Pagesï » ¿Enron: The Smartest Guys in the Room The  Enron scandal, revealed in October 2001, eventually led to the  bankruptcy  of the  Enron Corporation, an American  energy company based in  Houston, Texas, and the de facto dissolution of  Arthur Andersen, which was one of the  five largest  audit  and accountancy  partnerships  in the world. In addition to being the largest bankruptcy reorganization in American history at that time, Enron was attributed as the biggest audit failure. Enron was formed in 1985 by  KennethRead MoreA Film Review of Enron: The Smartest Guys in the Room666 Words   |  3 PagesAbstract This is a review of the movie, Enron: The Smart Guys in the Room. The paper analyses the themes that contributed to the downfall of Enron. It also considers steps that Human Resources would have taken given the chance, in addressing the issues that contributed to the collapse of the Company. Factor That Led To Enrons Downfall According to the documentary Enron: The Smartest Guys in the Room, it seems that one major reasons that led to Enrons down fall was; unethical corporate behaviorRead MoreEssay about Enron: The Smartest Guys In The Room1948 Words   |  8 Pages it took Enron 16 years to go from about $10 billion of assets to $65 billion of assets, and 24 days to go bankruptcy. Enron is also one of the most celebrated business ethics cases in the century. There are so many things that went wrong within the organization, from all personal (prescriptive and psychological approaches), managerial (group norms, reward system, etc.), and organizational (world-class culture) perspectives. This paper will focus on the business ethics issues at Enron that wereRead MoreThe Smartest Guys At The Room : The Amazing Rise And Scandalous Fall Of Enron1654 Words   |  7 Pagesâ€Å"The Smartest Guys In the Room† the amazing rise and scandalous fall of Enron goes into great detail of what happens when a com pany has no ethics. It could be said that ethics was the last thing on the minds of the executives that worked at Enron. People employed at Enron cared about two things the stock price of the company, and the money they could put in their own pockets. This was what caused the fall of one of the biggest energy companies in the U.S†¦ Enron failing did not happen overnight it

Due Process Model Free Essays

I believe that the due process model (which puts emphasis on an individuals rights) is essential and should constantly be our primary focus of this criminal justice system, although under the due process model there is a probability of criminals being set free or acquitted due to some technicality where individuals rights had been violated. As humans, we make mistakes and as we grow, we will learn from such mistakes. To affirm that those rights would not be violated again, but to allow a persons to be wrongfully convicted and sent to prison is a mistake that is unforgivable, one that can not be held to the standard â€Å"we live and we learn† and in my opinion, shows our justice system at it’s weakest. We will write a custom essay sample on Due Process Model or any similar topic only for you Order Now The Fourth Amendment posses the right against unreasonable search and seizure and probable cause is set forth so that law enforcement cannot conduct searches without proper evidence. The combination of the due process model and the right against illegal search and seizures will allow for authorities to rightfully obtain the information and evidence required for a conviction without the problem of the direct violation of an individuals rights. The Fifth Amendment declares that, †¦nor shall any person†¦ be compelled in any criminal case to be a witness against himself†¦ â€Å"The right to remain silent. † The accused should not have to testify or say anything that would incriminate them. Under the due process model the accused is â€Å"innocent until proven guilty. If believed to be â€Å"in fact† guilty of a crime, it is law enforcement duty to collect any evidence that would affirm that belief. No person should be forced to self incriminate or to the confession of guild. The Sixth Amendment allows the right to a speedy trial. Unfortunately, this is not usually the case. The system is often under very heavy workloads and the proper preparation of cases. Therefore the accused is unfairly made to wait weeks sometimes months for their trial. Meanwhile the suffering of that individual and their family member increases by the day. With the due process model, those individuals would immediately be brought to trial. The Eighth Amendment apposes the use of cruel and unusual punishment. Once again, and individual is innocent until proven guilty. However, once accused of a crime the stigma is imposed and one will be â€Å"guilty† in some eyes regardless of what has or has not been proven and sometimes, I fear, one would be treated in a cruel and unusual manner. With the due process model, no persons accused would ever be harmed, physical or otherwise in any way. How to cite Due Process Model, Essay examples

Human Resource Management Starbucks Case Study with Solution

Question: Discuss about theHuman Resource Management for Starbucks. Answer: Introduction In this assignment, a news story related with human resource management issue has been discussed. The news paper article is about an employee of Starbucks, who has to face discrimination at the workplace due to dyslexia. She was accused by the owners of Starbucks for falsifying documents. In this report, at first the news story has been discussed in brief. After that the HR issues related with the news story have been analyzed in accordance to relevant models and theories. After that, appropriate recommendations have been provided so that these types of HR issues can be resolved in future. News Story The news story was published on 9th February 2016 in BBC news. It had been found that, a woman with dyslexia had won a case of disability discrimination against the owners of the company Starbucks. The owner of the organization had wrongly accused the woman to falsify documents (BBC, 2016). A tribunal board had found that the female employee named as Meseret Kumulchew was discriminated by the company due to her difficulties of writing, reading and telling the time (BBC, 2016). She was provided lesser duties at her branch. She was also asked for retraining. It was very much embarrassing for her. She was so much depressed that she was willing to commit suicide. However, the management was telling that it was in discuss to provide more workplace support to the employee. It had been found that judgment against the company was given against the company Starbucks in the middle of December 2016 (BBC, 2016). It was also mentioned in this judgment that there would be no separate hearing to determine the compensation. It was mentioned by the management that, as supervisor of Starbucks Ms Kumulchew was responsible for taking temperature from fridges and waters at specific times and entering the results is a dusty roster. She was mistakenly entered wrong information about entering. For this reason, she was accused by the management of Starbucks for falsifying documents. The employee had taken employers of the Starbucks to a tribunal alleging them for disability discrimination. The employee had told during the case that, during her joining she had acknowledged her employers about her problems related with dyslexia (BBC, 2016). That means she had problems with numbers and words. In addition, she also needed to be shown how to do the task visually. It had been analyzed that this case did not have any legal precedent. However, according to the Association of British Dyslexia it was an alarm call for the employers. It had been estimated that one of the 10 people has Dyslexia at some degree. However, most of them are not formally diagnosed. In an exclusive interview with BBC news, Ms. Kumulchew had stated that she was not a fraud. On the contrary, the tribunal board had found that the management of Starbucks was not able to make reasonable adjustment with the employee and discriminated her due to the effect of Dyslexia. The board has also accused the owne rs that they did not have any knowledge about workplace equality. HR Issues In this news story, major HR issues arise in the company related with discrimination. Alfes et al. (2013) stated that discrimination with employees can occur with employees depending on their race, sex, gender, religion, physical and mental disability. Aswathappa (2013) stated that, discrimination can occur due to desperate treatment of a group within an organization, which can develop disparate impact on employees. In the neoclassical theory, discrimination in the labor market can be defined as the difference of treatment with two equally qualified people depending in race, sex, gender and disability. Budhwar and Debrah (2013) stated that, in an organization, there are various types of discrimination can occur with employees. They are such as direct discrimination, harassment, indirect discrimination and victimization. In this case scenario, the employee of the organization Starbucks was victimized due to her dyslexia. She had to face problem at workplace due to her difficulties of writing, reading and telling the time. She was accused for falsifying information. For this reason, the management of Starbucks had decided to send her for retraining. It was quite embarrassing for her. It has been found that, an organization needs to follow the model of flexibility at the workplace. Budhwar and Debrah (2013) stated that, in accordance to the model of flexibility, a company has to develop mission and goals to utilize the market opportunities and reduce the market threats with the help of flexible workforce. According to this model, the company Starbucks should have allocated their workforce to utilize the existing talent and skills of employees. It can lead to excellent performance for the company. However, the company Starbucks was failed to do that. The company had allocated as Meseret Kumulchew as the supervisor for a branch of Starbuck, which was not suited for the employee due to her disability. The tribunal board accused the owners of Starbucks that they have no idea about equality at the workplace. Buller and McEvoy (2012) stated that with the increase of demand, the roles and responsibilities of line managers related with human resource management is increasing rapidly. They have to take appropriate strategies to make employees work efficiently within the organization. They should use appropriate strategy for performance management, work load management and development of morale. It had been found that the employee had acknowledged the management about her disability during the time of joining. Hence, it was their responsibility to develop appropriate monitoring, coaching and training program so that the employee became able to overcome her disabilities. Bratton and Gold (2012) stated that providing appropriate training and monitoring program can make employees more efficient. It can help employees to achieve their target with the help of their existing knowledge, skill, talent and hard work. There are various laws and regulations that can help to prohibit any kind of discrimination related with race, sex, gender and disability. They are such as Equality Act 2006, Disability discrimination act 2005, Human rights act 1998 and Protection from harassment act 1997. These acts help provide equal opportunities for employment. That means: A company has to provide equal opportunity to disable individuals at the workplace (Boella Goss-Turner, 2013). An organization needs to spend significant amount of budget to promote equality at workplace Recommendations The employee had stated that she never wanted to affect the business of Starbucks. She loved her job and always tried to improve her performance. Hence, it is the responsibility of the management of Starbucks to develop a workplace that supports all the needs of employees. There are some sorts of adjustments that management of the organization can make to prohibit discrimination with employees who have certain degree of Dyslexia. They are mentioned below: Show and tell The victimized employee was a visual learner just like other dyslexic people. They can adjust better with verbal instructions rather than written one. Hence the management should use verbal instructions for dyslexic people. In addition, management also needs to demonstrate the task that they have to perform at workplace. The management can record messages so that dyslexic individual can return to them when required. Appropriate Written Instructions It has been found that the way in which information is presented, has huge impact on the performance of dyslexic people. Hence, if the company has to present an information in written form than, it is required to follow certain instructions. They are such as: Never use italics Never use underlined text Never write the full document in capital Write the text in bigger front (12 or more) Use short sentences Use bold to highlight certain important texts Select fronts as Calibri, Arial or Helvetica Appropriate Development of Working Environment Dyslexic people work efficiently, where distraction is low. Dyslexic people can be benefitted if the workspace becomes as calm as possible. For example, they have to place away from the door and where phone rings constantly. It will help them to concentrate on their work in efficient manner. Using Technology There are various tools that can be used by the management to improve communication with dyslexic person. For example, the management of Starbucks can use dictation software. It has been found that most of the smart phones, tablets at present day have synthetic voice command in build. It can spare dyslexic people from reading documents provided in various web pages. Training The company can arrange behavioral training program so that every employee behaves appropriately with dyslexic people within their workplace. Conclusion In this assignment, a news story related with a human resource related issue has been discussed. The new story is about employee of Starbucks, who has to face discrimination at the workplace of Starbucks due to dyslexia. It was published 9th February 2016. The owners of the company have accused her for falsifying information. She sued a case against Starbucks and won it. The tribunal board had mentioned that Starbucks management did not have any idea about equality at the workplace. The HRM issues that can occur in this case scenario have been discussed and some recommendations have been provided for future improvement. Reference List Alfes, K., Shantz, A.D., Truss, C. Soane, E.C., (2013). The link between perceived human resource management practices, engagement and employee behaviour: a moderated mediation model.The international journal of human resource management,24(2), pp.330-351. Aswathappa, K., (2013).Human resource management: Text and cases. Tata McGraw-Hill Education. BBC,. (2016).Starbucks employee wins dyslexia discrimination case - BBC News.BBC News. Retrieved 28 September 2016, from https://www.bbc.com/news/uk-35521061 Boella, M. Goss-Turner, S., (2013).Human resource management in the hospitality industry: A guide to best practice. Routledge. Bratton, J. Gold, J., (2012).Human resource management: theory and practice. Palgrave Macmillan. Budhwar, P.S. Debrah, Y.A. eds., (2013).Human resource management in developing countries. Routledge. Buller, P.F. McEvoy, G.M., (2012). Strategy, human resource management and performance: Sharpening line of sight.Human resource management review,22(1), pp.43-56. Giannakis, D. Harker, M.J., (2014). Strategic alignment between relationship marketing and human resource management in financial services organizations.Journal of Strategic Marketing,22(5), pp.396-419. Hoque, K., (2013).Human resource management in the hotel industry: Strategy, innovation and performance. Routledge.

The History of Public Health and the Role free essay sample

The History of Public Health and the Role of the Community/Public Health Nurse When considering the evolution of healthcare and the role of the nurse in the United States, many people might first consider this in the context of the hospital setting. While the history of acute care is an important area to consider, it is imperative that equal attention be given to the history of public health and the role played by the urse in this segment of the healthcare continuum. The purpose of this paper is to outline the history of the public health nurse and to specifically look at the role of nursing in home health and hospice. History of Public Health Nursing In the late 1800s there was a large number of people living in poverty throughout the world, with New York City being no exception. Lillian Wald was a pioneer of the public health movement whose role as a public health nurse in New York City was born out of true necessity. We will write a custom essay sample on The History of Public Health and the Role or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Wald believed that public health nurses must treat social and conomic problems, not simply take care of sick people (Fee Bu, 2010, p. 1206). In the latter part of the 19th century, there was an increasing understanding about the science behind communicable disease and the importance of educating people regarding disease prevention to reduce the spread of illness (Stanhope Lancaster, 2012). Settlement houses were one avenue used to reach the community in need and teach disease prevention strategies, along with helping this population gain access to social services often including childcare, public kitchens, public baths, and shelter for the homeless. In 1893, two trained nurses in New York City, Lillian Wald and Mary Brewster, established the Henry Street Settlement. This led into the development of the Visiting Nurse Service of New York City (Stanhope Lancaster, 2012). Walds work as a nurse in the public health realm continued and she emerged as the established leader of public health nursing during its early decades (Stanhope Lancaster, 2012, p. 27). 3 Historically, public health nurses have worked to improve the quality of life of population targeted by this profession is still consistent with this premise in the 21st entury. Public health nurses in this day and age still work with vulnerable groups, but also with the general public. In public health nursing today, high-risk, vulnerable populations are often the focus of care and may include the frail elderly, homeless individuals, sedentary individuals, smokers, teen mothers, and those at risk for a specific disease (Kulbok, Thatcher, Park, Meszaros, 2012, para 3) Impact on Nursing Practice The role of the community or public health nurse in regards to hospice care is the position to be elaborated upon for this assignment. Generally, in order for a patient to qualify for healthcare coverage for hospice care, they must have a life expectancy of six months or less. Traditionally, people have considered patients with cancer to be the primary recipients of hospice care, but most any terminal disease process should qualify for this in home end of life care if the patients needs can be adequately met. There are also hospice care facilities where the patient is either transferred to a unit specified for this level of care, or a patient with a shorter life xpectancy might be considered to be receiving hospice care on a regular unit while only palliative measures are being taken. For the purposes of this assignment, the focus is being kept on hospice in the home setting. Hospice care delivered in the community is either primary care or secondary care, depending on the specific situation. The patients primary physician might refer the patient to the hospice care team who may then take over the primary care role. Another scenario is that a hospice team could be consulted to assist with care, yet he primary physician would remain responsible for the routine decisions about patient care (Weckmann, 2008). The primary care 4 provider, be it hospice care physician or primary care physician, must strive diligently to communicate clearly with the patient and family about desires and expectations for end of life care. There are may be ethical dilemmas that arise in the hospice setting that could be worked through more easily if the patients wishes are made clear. The decision to provide hydration and or nutrition parenterally or enterally when a patient cannot at or drink for themselves can often pose a dilemma. At what point should this life prolonging sustenance be stopped? At what point is this ordinary humane care, and when does it become an extraordinary measure that prolongs life and therefore perpetuates discomfort. The home hospice nurse can play a vital role in assuring that this issue is addressed as early and thoroughly as is feasible given the individual situation. It is important to gently encourage the patient and family to have these conversations before the patient is unable to communicate their wishes (Lamers, 2013). Summary The community health nurse in a hospice care practice setting plays a key role in as possible. The evolution of hospice care has enabled terminally ill individuals to feel some sense of control over their situation, which can help afford a sense of peace for the patient and help with the grieving process (Holdsworth King, 2011). When a patient receives end of life hospice care, the team focuses on the patients quality of life and comfort level, not on curing or fixing the disease process. The home hospice nurse should work toward affirming the patients life and help them to view eath as a natural life process.

The Atomic Cafe Essays

The Atomic Cafe Essays The Atomic Cafe Essay The Atomic Cafe Essay He stated that the mob would not start a chain reaction in the water, converting it all to gas and making all the ships in the ocean drop down to the bottom. He continued by saying the bomb would also not blow out the bottom of the sea and let water run down the hole. It would not destroy gravity and lastly he stressed that he was not performing this test to satisfy any of his personal desires or whims. When I saw this clip in both films, I thought that it seemed silly to think that had even a possibility of happening UT later on in the movie, I started to see how frequently people worried about the A- bomb and I probably would have been equally as worried if I grew up during that era. Something that The Atomic Cafe © incorporated into the film that I had not seen elsewhere was the use of U. S. Army training videos and Army information films. One of the training videos showed a communist advocate and then showed U. S. Oldies telling her to be thankful for the country she lives in because she would not have the opportunity to openly protest over in Russia. This then lead into the discussion of the Rosenberg spies and their execution. The film showed the protests of their death and signs that read: Dont fry them, theyll stink too bad and Dont let two children be orphaned. Radio clips allowed the whole execution processed to be documented and presented to the American public. The A tomic Cafe © definitely incorporates many propaganda clips that were most likely used to persuade Americans to accept the A-bomb. For instance, there were any clips of more experienced soldiers assuring younger soldier that the tests are safe and equipping them with safety precautions such as film badges that supposedly could detect lethal doses of radiation. The film also showed clips of classrooms where the youth were being educated with duck and cover techniques and learning how to pack survival kits in case they ever needed to live in a bomb shelter. Homes at this time were even adding bomb shelters to their layout, which a clip humorously added, any mother needs for days when her children are too hectic. There were critics to these methods of spreading information who believed that it was implanting ideas into the heads of Americans and Russians that would get them thinking more about the possibility of war. I enjoyed viewing The Atomic Cafe © because it showed more of the effects of propaganda during the era of the A-bomb. There were many film clips of dancing, cheering and lots of uplifting music that I can understand lifting citizens spirits during a time where many lived in fear. The first hand testimonies that I enjoyed in owe media was meant to positively alter a persons opinion on nuclear weapons. Its also important to note that the film pokes fun of the propaganda used at this time without altering it in anyway. The ending was also effective because throughout the film, you are persuaded that the bomb is a positive thing and then it explodes and you are left with your own reaction to determine for yourself if you were prepared or caught off-guard from the explosion, Just as anyone from this time period had to determine.

Human Traffricking Essay Example | Topics and Well Written Essays - 250 words

Human Traffricking - Essay Example the trafficker; it is easier for traffickers sell the victims, if the victims trust them before knowing their real identity (â€Å"Nature and Extent†, 2012). According to the law enforcement agencies in the United States, there are more female victims, as compared to male victims. The victims are then forced into prostitution, labor and domestic services. There are many ways in which the USA and other countries are combating sex and human trafficking. The first way is making strict laws for those who are involved in this business and making sure that these laws are implemented. Moreover, countries where human and sex trafficking is a criminal offense, they carry out awareness programs for both male and females, to make them aware about how they should protect themselves, from being recruited. An example of such a program is Polaris project, which is a hotline where people who have been the victims or are going through this process, can call and record their experience (Whitten, 2014). Whitten, S. (2014). Finding strength within: a look at Phoenix’s efforts to help sex-trafficking victims. Retrieved 17 June 2014, from

Team based incentives Essay Example | Topics and Well Written Essays - 500 words

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About Yang Fudong Research Paper Example | Topics and Well Written Essays - 1000 words

About Yang Fudong - Research Paper Example Fudong currently works as director of films, he creates video installations, as well as photographs. To date, Yang lives and works in Shanghai, but he constantly travels around the world, attending prestigious international art events such as premiers; something that comes with his capacity as a successful photographer and filmmaker. For instance, in 2007 he attended the 52nd Venice Biennale Fudong came to the international limelight in 2002 following the premiere of his first film known as, An Estranged Paradise, which earned him world attention. The piece is a psychodrama, which is about a young man, Zhuzi from Hangzhou, who suffers from a condition of the general feeling of being illness. This condition attributes to the discontentment overall felt in the Chinese society. Similarly, the film explores several themes, which play a significant role not only in this film, but also in his other works. Generally, it is anxiety about the future and an invocation of the past, as well as the tensions between remembrance and forgetting, engagement and indifference. The film is in black and white cinematography, which reinforces the connection to the film. Most of his films are based on traditional Chinese painting, as well as the 1930s and 1940s Chinese cinema. The features common in most of Fudong’s works include dreamlike qualities, atemporal quality, dividing narratives, long suspended sequences, and multiple storylines and relationships. In addition, the works reflect the anxieties and ideals of his generation, which is a generation that came after, as well as during the Cultural Revolution in China. Moreover, his works are considered poetic due to the beauty and the style that he produces them. Furthermore, the works that Yang creates are powerful and strong since they capture the experiences, thoughts, and emotions of everyday life. His works show respect to the Chinese art and traditions of china and involve

Impact of Brand Sound Elements on Consumers

Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi Impact of Brand Sound Elements on Consumers Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi