What Makes an Effective Advertisement Take a Bus and Then Tube It!

Introduction: Here Comes the Advertisement! There is probably no place where an advertisement could seem out of place. With help if the modern media and the speed of passing the necessary information, advertisements gain the speed of light. However, one of the most reliable and time-tested methods of advertising the goods remains placing adverts in such places as stations.Advertising We will write a custom coursework sample on What Makes an Effective Advertisement: Take a Bus and Then Tube It! specifically for you for only $16.05 $11/page Learn More On their way to another place, people start focusing their attention on all possible media, which makes such elements of advertisement as posters, billboards and all possible ads fall into people’s eyes immediately. It is no secret that a man can retain unconsciously the information concerning the advertisement for a relatively big amount of time. Therefore, it seems most reasonable to place the advert isement in the station. One cannot call such ads annoying and obtrusive – on the contrary, one always has an opportunity to look away. Thus, placing the advertisement on the station seems the right choice. Victoria Station: The Journey Begins One of the most winning places in terms of placing the advertisements, Victoria Station will help to promote any kinds of goods. There is no secret that this place is the point where the entire England clashes in attempt to get to the other side of the country. Thus, it is obviously the right choice to place the advertisement on one of the buses that stop at the Victoria Station. According to what the most recent data claim, the place has its own periods of tides and ebbs – at certain periods of time people crowd the place, and in the next couple of minutes the station is empty as a nutshell. Therefore, the specific time must be set to keep people’s attention on the advertisement and at the same time make it as subtle as po ssible. It is obvious that the ad must not be pushy, which means that people must have the opportunity to turn their gaze away from the ad and have time to consider it. Thus, it would be most reasonable to choose the period from midday till 5 p.m. – the time when the visitors are the most active (Steves, England 190) Down to the Underworld According to Steves, many people come to Victoria Station just to take part in the pleasing turmoil (126). Making a good use of it, one could draw the visitors’ attention to the advertising in the moment when the crowd rushes into the iron-and-glass kingdom of the London tube. Thus, it could be a good idea to place the advertisements so that they could meet the eye of both the passengers and those who came to â€Å"have fun†:Advertising Looking for coursework on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More While Victoria Station is famous and a major Tube stop, few touri sts actually take trains from here – most just come to take in the exciting bustle. It’s a fun to just be a â€Å"rock in a river† teeming with commuters and services (Steves, Great Britain 126) Therefore, placing the advertisement in the tube would be most effective if the number of the tourists and the local dwellers is the greatest. With help of a bright and exciting advertisement cast right into the eye of the crowd, one will have all chances for an incredible success. Conclusion: Something to Count on With help of careful calculations and the well though-out placement of the advertisement, one can count on an instant success. Choosing the right time and the right place for the advertisement, one can draw the maximum of attention and reach the maximal effect. Thus, t is obvious that the idea concerning the use of buses and the tube as the means of advertisement is bound to have tremendous success. Works Cited Steves, Rick. Rick Steves’ England 2011. N ew York City, NY: Avalon Traveling, 2010. Print. Steves, Rick. Rick Steves’ Great Britain2011 with Map. New York City, NY: Avalon Traveling, 2011. Print. This coursework on What Makes an Effective Advertisement: Take a Bus and Then Tube It! was written and submitted by user Amber K. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Computer, Internet, Privacy Essays - Pornography Law, Obscenity Law

Computer, Internet, Privacy Essays - Pornography Law, Obscenity Law Computer, Internet, Privacy INTERNET REGULATION: POLICING CYBERSPACE The Internet is a method of communication and a source of information that is becoming more popular among those who are interested in, and have the time to surf the information superhighway. The problem with this much information being accessible to this many people is that some of it is deemed inappropriate for minors. The government wants censorship, but a segment of the population does not. Legislative regulation of the Internet would be an appropriate function of the government. The Communications Decency Act is an amendment which prevents the information superhighway from becoming a computer "red light district." On June 14, 1995, by a vote of 84-16, the United States Senate passed the amendment. It is now being brought through the House of Representatives.1 The Internet is owned and operated by the government, which gives them the obligation to restrict the materials available through it. Though it appears to have sprung up overnight, the inspiration of free-spirited hackers, it in fact was born in Defense Department Cold War projects of the 1950s.2 The United States Government owns the Internet and has the responsibility to determine who uses it and how it is used. The government must control what information is accessible from its agencies. This material is not lawfully available through the mail or over the telephone, there is no valid reason these perverts should be allowed unimpeded on the Internet. Since our initiative, the industry has commendably advanced some blocking devices, but they are not a substitute for well-reasoned law.4 Because the Internet has become one of the biggest sources of information in this world, legislative safeguards are imperative. The government gives citizens the privilege of using the Internet, but it has never given them the right to use it. They seem to rationalize that the framers of the constitution planned & plotted at great length to make certain that above all else, the profiteering pornographer, the pervert and the pedophile must be free to practice their pursuits in the presence of children on a taxpayer created and subsidized computer network.3 People like this are the ones in the wrong. Taxpayer's dollars are being spent bringing obscene text and graphics into the homes of people all over the world. The government must take control to prevent pornographers from using the Internet however they see fit because they are breaking laws that have existed for years. Cyberpunks, those most popularly associated with the Internet, are members of a rebellious society that are polluting these networks with information containing pornography, racism, and other forms of explicit information. When they start rooting around for a crime, new cybercops are entering a pretty unfriendly environment. Cyberspace, especially the Internet, is full of those who embrace a frontier culture that is hostile to authority and fearful that any intrusions of police or government will destroy their self-regulating world.5 The self-regulating environment desired by the cyberpunks is an opportunity to do whatever they want. The Communications Decency Act is an attempt on part of the government to control their "free attitude" displayed in homepages such as "Sex, Adult Pictures, X-Rated Porn", "Hot Sleazy Pictures (Cum again + again)" and "sex, sex, sex. heck, it's better even better than real sex"6. "What we are doing is simply making the same laws, held constitutional time and time again by the courts with regard to obscenity and indecency through the mail and telephones, applicable to the Internet."7 To keep these kinds of pictures off home computers, the government must control information on the Internet, just as it controls obscenity through the mail or on the phone. Legislative regulations must be made to control information on the Internet because the displaying or distribution of obscene material is illegal. The courts have generally held that obscenity is illegal under all circumstances for all ages, while "indecency" is generally allowable to adults, but that laws protecting children from this "lesser" form are acceptable. It's called protecting those among us who are children from the vagrancies of adults.8 The constitution of the United States has set regulations to determine what is categorized as obscenity and what is not. In Miller vs. California, 413 U.S. at 24-25, the court announced its "Miller Test" and held, at 29, that its three part test constituted "concrete guidelines to isolate 'hard core' pornography from expression protected by the First Amendment.9 By laws previously set by the government, obscene pornography should not be accessible on the Internet. The government must police the Internet because people are breaking laws. "Right now, cyberspace is like a neighborhood without a police department."10 Currently anyone can put anything he wants on the Internet with no penalties. "The Communications Decency Act gives law enforcement new tools to prosecute those who would use a computer to

The Best eBook Template to Generate More Subscribers (With Easy Ideas)

The Best eBook Template to Generate More Subscribers (With Easy Ideas) As  a marketer, you’re creating a lot of content, and you want that content to generate subscribers. To generate those subscribers, you need to create content upgrades  your audience is chomping at the bit to download. You also know that giving away free ebooks as a content upgrade is a great way to generate more subscribers. Why? Because ebooks provide a ton of value which can convince your customers to give up their email address. At , we’ve generated as many as 2,625 new email subscribers from an ebook following the process you’re about to learn. But are ebooks worth the effort to build? Absolutely! And with the right template and outline, creating an ebook can be easy. This post will walk you through the nine steps you need to take to create and write an ebook effectively. Plus we’ve included three templates, so all you have to do is fill the text and turn it into a PDF. There’s no need for a designer. So you can throw the excuses of not having time to write an ebook out the window, and create content that generates subscribers and subsequently helps you grow your customer base. The Best eBook Template That Will Help You Generate More Subscribers In 9 Easy StepsDownload Your Ebook Template Bundle (Word + PowerPoint) Download your ebook template bundle to create ebooks at the drop of a hat quickly. Inside you’ll find: eBook outline template:  This template will help you format your thoughts and ideas before you start writing so you can stay on track. PowerPoint eBook template:  This PowerPoint ebook template will let you quickly customize and format your ebook so all you have to do is hit publish. Word  eBook template: This word template is another way for you to format, customize, and create your ebook. With these three templates, you won’t even need a designer to help you wrap up your ebook. You can do it all yourself. Grab this free #ebook template bundle from @to build your brand's authorityWhat Is An Ebook? For marketing purposes, an ebook is a brief book on a specific topic that is available in a downloadable format such as PDF, .mobi (to read on Amazon Kindle), and .epub (to read on Barnes and Noble Nook and other e-readers). These ebooks provide a variety of benefits for marketers, including: Generating subscribers Allowing you to reuse content you’ve previously written Telling a comprehensive story Getting your content on more  channels Ebooks provide something of value for customers while capturing information for the marketers who create them. Why Are Ebooks So Important For Marketers? Ebooks allow marketers to dive into a topic and teach their audience about it. The fact of the matter is blog posts sometimes can't be long enough to cover an entire topic, and if a topic is complicated, it can be challenging to cover in one post. By creating ebooks, marketers can target their audience and build content upgrades  that provide additional value for their readers. By ensuring that value, customers are then willing to share valuable information in return (ie. their email address). 9 Steps To Creating Your Own Ebook Writing an ebook can be easy as long as you plan. Because these books are a bit lengthier than your average blog post, it can be easy to get off track. However, by using this nine-step process, you’ll be able to, as we say at , plan your work, then work your plan. Here's how to create the perfect ebook for your business in nine steps.Step One: Choose Your Topic The first step in creating your ebook is to choose a topic. These topics should be something that your audience wants to learn more about. What questions do they have that you want your ebook to be able to answer? Now, you may already know the topics that your audience is interested in. If you don’t, you can use some necessary SEO keyword research skills to find out what your audience is interested in. So let’s say for example, that your audience is interested in gardening. To find a specific topic that your audience is interested in, open a tool like Moz  or Ahrefs  and type your subject into the search bar: From there, you’ll see a related list of keywords that match the topic you first entered. In the case of our example, our marketer might want to write an ebook on gardening tools, since it appears in list: If you don’t want to use keywords to determine your ebook topics, you could also pose a question to a Facebook group (if your brand has one) and ask what your audience wants to see directly. You could also create a survey using tools like Survey Monkey  or PollDaddy  and send it directly to your audience via email. Some questions you could ask your audience are: What are topics in our [industry] that you would be interested in learning about? What problems are you currently facing? What are the biggest problems your team is facing? Once you have determined what topic you want to cover, record it in your ebook outline template: Recommended Reading: How To Create Content That Ranks For 11,000+ Keywords With Julia McCoy From Express Writers [AMP 057] 4 Simple Brainstorming Techniques That Will Help You Write Killer Content This Is The Best 30-Minute Content Marketing Brainstorming Process Step Two: Create Your Title Once you have your topic decided, you need to figure out what major subtopics you want to cover in your book. These subtopics should help you zero in on the angle you want your ebook to cover. By zeroing in on an angle, you can avoid rambling to fill space. So let’s go back to our gardening example. The angles our example ebook could have may revolve around: Basic gardening tools list Kid-friendly gardening tools Ten types of gardening tools Best gardening tools List out potential angles for your book in your outline template: So for this example, our angle could be how to choose kid-friendly gardening tools. Once you have your angle figured out, you can create your title. Your title should answer a question your audience has about the subject to spark your audience’s  curiosity. Here are five fill-in-the-blank ebook headline templates you can use to get started. How To Do [Subject of ebook] in [Number] of Steps The Ultimate Guide to [Subject of ebook] How To [Subject of ebook] like a pro. The Beginners Guide to [Subject of ebook]. How to [Subject of ebook] to [benefit of reading your ebook]. Write out ten possible titles in your outline and choose the one that fits the angle you want to cover the best. Recommended Reading: Here Are The 101 Catchy Blog Title Formulas That Will Boost Traffic By 438% 43 Data-Driven Headline Ideas From 1,000 Of The Most Popular Posts ’s Headline Analyzer Step Three: Outline Your Chapters And Write Your Headers And Subheaders Once your title is decided,  you can move on to writing your ebook right? Not exactly. Before you jump into filling the pages of your ebook with the information,  outline your chapters and write your subheaders. This is an essential step in your ebook creation process because it will allow you to decide the order you want to share your information in. Plus it can help you avoid rambling. Remember,  this ebook is not your end all be all, magnum opus of your marketing career. Only include as much information as you need to thoroughly teach your reader about a topic. That means your ebook could have three chapters in it or seven. It needs to be as long as it needs to be to cover your topic and angle comprehensively. But no further. This is also why it is so important to have your angle figured out before you start writing. One way to do this is to create a mind map and highlight which portions of a topic you want to cover. Here’s an example of what a mind  map could look like: Let’s say our subtopic was finding the kid-friendly gardening tools for the job. After going through all of our research,  the team decides  this ebook is going to be broken into five  chapters. Our example gardening ebook could have the following chapters: Why having the right tools is so important for kid gardeners. Choosing your kid-friendly planting tools. Choosing your kid-friendly watering tools. Choosing your kid-friendly weeding tools. Choosing your kid-friendly harvesting or collection tools. Fill in your chapter titles in your template: Once you have your chapters outlined,  you can create the headers and subheaders within each one. These headers will help guide your reader and allow them to skim through and find information on the topic they  are looking for. One of our own writers,  Jordan Loftis, suggests creating your headers and subheaders as questions you want to answer in this chapter of your ebook. Now let’s say you don’t know questions your audience may have, how can you figure out what they are? You can send another survey or include questions in your initial survey that ask your audience what they want to learn about your potential ebook topic. Include open-ended questions like: What are five things you’d like to know about [subject]? What information do you need in order to solve [problem]? What do you already know about [subject]? Where have you already looked for information on [subject]? In the first chapter of our gardening ebook, some example header and subheader questions that your audience may want answers to could be: What types of kids gardening tools are there? What is a list of gardening tools that are safe for my kids? Where can I find the best gardening tools for my kids? How can I tell what a good tool for young children is vs. a bad one? What is the proper way to organize and store my kids tools so they last? Take those questions and format them into statements that become your headers. Once you have your chapters and headers worked out, you can transfer them into one of the ebook templates you downloaded earlier. Step Four: Write Each Chapter Now that you have your outline, you can start writing. For some, this can be nerve-wracking and cause writers to stare at a blinking cursor for hours on end, but not you. You have your outline to follow, so you know exactly what you want to write about. Even though your chapters and headers are in statement form, use the question-style headers you came up with earlier to guide your writing. Think of it like interviewing yourself; your reader has a question, and you are the expert with all the knowledge they need. As a blog writer, I find that writing for shorter periods of time helps me knock out blog posts as quickly as possible. So as you write  your ebook, try the following: Find someplace quiet. Turn off your phone. Turn off your computer notifications. Grab a glass of water. If you want to listen to music, try something without words. (Spotify’s Deep Focus playlist is a great option). At this point, you could also recycle your blog posts  and use that information in your ebook. Once you’re ready, add your written content to your ebook template. Once your chapters are written (but not edited), you can move on to drafting your foreword, introduction, and conclusion. Your foreword should explain to your reader why they would want to read this ebook. It should answer the question,  Ã¢â‚¬Å"Why should I (an audience member) read this book? What’s in it for me?† For our gardening ebook example, the foreword would address how we always want kids to be able to help in the garden but sometimes they can cause a mess instead of being helpful. The benefit to them is that they will be able to find the right tools to choose for their kids. Your introduction should summarize what they are going to learn reading this ebook. You should explain to your audience what they are going to learn and why they should care. In our example, this book will teach readers how to choose the right tools that will allow their kids to learn about gardening, but not cause a giant mess in the process. And your conclusion should summarize what they have learned from reading this ebook.  It should tell your reader what they’ve learned and how this will benefit them. At the end of our example gardening book, they should know what tools are great for kids who want to garden and how to properly store them to get as much use out of them as possible. Step Five: Edit and Format Your Ebook At this point, you should have a rough draft of your ebook template. Now you need to edit your draft. There are two steps to your editing process. The first one is editing for spelling and grammar. This is the point where you need to make sure you used the proper form of there  vs. they are  or that you added commas in the right places. Editing tools like Grammarly  or Hemmingway  may help you out here, but don’t solely rely on them to catch every error. Nothing beats a set of human eyes reviewing your content. Once your spelling and grammar check is complete, you can move on to line editing your ebook. Line editing is the process that allows you to ensure that your content is easy to read and you’ve thoroughly covered your topic. Taking a break in between your spelling and grammar check before you read your ebook is essential. You can line edit by reading your ebook draft line for line, or you can read it out loud. When you’ve completed your line edits and you know your content is error-free, you can move on to formatting the text in your ebook. Catherine Howard suggests  you do three things when formatting your ebook: Forget about page numbers. Remove all your indents or tabs. Avoid having a three or four line gap between your writing. The last step in your editing and formatting process is to call out quotes and statistics that you want to call to your reader’s attention. You can do this by blocking the text or changing the color: It’s important to remember that ebooks are displayed across a variety of different formats (PDF, .mobi, and .epub, for example) which means that how the book looks will be different in each one. Best practice here suggests writing your ebook in Microsoft Word and use word styles. This video walks you through how to format your ebook: If you choose to format your ebook for formats beyond the traditional PDF (which you can export from your Word ebook template that complements this blog post), the free tool Calibre will help you export your Word file into .mobi and .epub. This post  walks you through that process step by step. If you choose to do this, you may opt to provide your subscribers all three versions in a zip file so they can choose their optimal reading experience (PDF, Kindle, or Nook). Step Six: Create Graphics And Other Design Elements The next step in your process is to create any graphics or other design elements that you want to add to your ebook. Remember that graphics should not be added to your ebook at random;  they should always be used to enhance your readers understanding of the concept. If you don’t have a designer at hand,  tools like Canva  or Piktochart  can be a great place to create your graphics. If you just want to add images to your ebook, sites like Unsplash  or Stocksnap.io  are great places to find free stock photographs. Once you have graphics designed, you can add them to your ebook. Recommended Reading: How To Make The Best Blog Graphics (For Non-Designers) How To Design The Best Blog Graphics With Free Tools And Design Theory The Know It All Guide To Color Psychology In Marketing + The Best Hex Chart How To Make An Infographic In 7 Easy Steps Step Seven: Build The Landing Page That Will Host Your Ebook Ebooks can be hosted in a variety of formats to attract subscribers including blog posts, emails, and landing pages. You don’t have to host your ebook on a landing page, but it can be a great place to direct your audience with little effort. Plus, you don’t have to worry about your ebook becoming buried in an out-of-date blog post. As a marketer, building a landing page can get complicated, especially if you don’t know how to code. That’s why tools like Unbounce  or LeadPages  are great options that allow marketers to easily create their own landing pages without knowing directly how to code. Just start on a site and choose a template to build from. Both LeadPages  and Unbounce  have models created explicitly for ebooks. These tools also help you host the ebook file itself, so once a subscriber gives you their email address, the page will automatically deliver the ebook. Simply select your template and start designing. Then follow the instructions from the respective tool to launch your landing page. Once your landing page is complete, it should look something like this: Some tips to keep in mind as you draft copy for the ebook landing page: Look to the information in your foreword for inspiration. Your goal is to convince visitors they need the ebook to solve a specific pain†¦ and to solve that pain, they simply need to give you their email address. Make them feel like they’re missing out if they don’t download the ebook. Others who downloaded the ebook already have experienced amazing results because of it†¦ right? Include testimonials, write copy that appeals to the fear of missing out, and reiterate that their life could be so much better if they simply downloaded the ebook. Recommended Reading: How to Write Landing Pages That Will Boost Your Conversions Step Eight: Add Calls To Action  Into Your Landing Page Once you have your book formatted and your landing page built, you can move on to adding your CTAs (call to action). The primary purpose of creating your ebook is to generate subscribers,  so you want as many people as possible to download your book. Creating the right CTA is essential to making that happen. CTAs should ask your reader to do something: Writing a great CTA is easy, you just need to tell your audience what they are going to get in exchange. According to Crazy Egg, there are six characteristics of a high-performing CTA button. They are: That your CTA is a clickable button. They have a compelling copy that takes action-oriented approach. They are placed logically on your page. They are a contrasting color from your page. They are close to the previous action your customer has taken. I.e., if they filled out a form, the CTA button would be right underneath it. They don’t compete with other things on your web page. Here are 54 words and phrases you can use in your CTAs: You can even create multiple CTAs, and A/B test  (which both Leadpages and Unbounce allow you to do) them to find which ones work best for your audience. Recommended Reading: How To Write A Call To Action In A Template With 6 Examples Step Nine: Promote Your Ebook The last step in your ebook creation process should be to promote it. The likelihood of someone randomly stumbling on to your landing page and finding your ebook is a little too close to the â€Å"hope is a strategy† approach,  so you need to give it a boost. There are a few different ways you can do this. Email Campaigns One way that you can promote your ebook is through an email campaign. Set up a series of emails that go out to your general list or a list of people who you think would be interested in downloading your ebook. Recommended Reading: What Are Good Email Click-Through Rates? We Share Our Data With You. The Complete, 4-Step Email List Building Strategy That Will Make You Successful Create a specific CTA for your emails and draft your content ahead of time. You can add tracking links (via bit.ly) that lead to your landing page so you can see how many of your email subscribers have clicked the link and downloaded your ebook. However, you can create the most compelling copy in the world but that won’t mean anything if your audience doesn’t see it. Which is why you need to send your email at the best time. Once your email is sent, track opens, clicks to your links as well as downloads of your ebook. Your email tracking data should be stored within your email service provider. For a project of this magnitude, ’s Head of Marketing Demand Generation, Nathan Ellering, suggests sending at least three emails to your existing subscribers over the course of three weeks. Social Media Campaigns Another way to promote your ebook to your followers is through a social media campaign. Social campaigns are an easy way to promote your content directly to your audience. How do you know how often to promote your ebook on each of your social media channels? Here is an infographic on the best publishing schedule for your ebook landing page: Using this promotion schedule will make it easy to maximize the reach of your content and get it in front of as many eyes as possible. Make Project Managing These 9 Steps a Cinch When you're releasing an eBook, it takes a lot of hands to make it come to life. You'll need: Writing. Editing. Design. Social media promo. Email promo. A landing page. makes it easy to manage all the moving parts of your marketing projects. With the Kanban dashboard, you can create custom project workflows so you can easily see exactly what stage your eBook is in. Here's how it works... First, navigate to the "project view" in your left-hand menu. From here, you can see what phase your eBook is in. Ready to move it from design to promo? No prob – just drag and drop. Keep that eBook project moving forward by focusing on the crucial steps. Everyone on your team is in the loop – which means fewer meetings and more time to get work done. Now, Let's Talk Topic Ideas This can often be the most difficult part of writing an eBook. Trying to figure out a topic that hasn't been already talked about to death is no easy feat. Here are 5 easy ways to compile your eBook. Repurpose Blog Posts As mentioned earlier, chances are you've got an eBook goldmine sitting right under your nose and you don't even realize it. One of the easiest ways to get your eBook going is to stitch together several of your blog posts to create an ultimate how-to eBook. Say you've got a bunch of posts about marketing automation... Create an "Ultimate Guide to Marketing Automation eBook" where relevant blog posts are fused together in a coherent way. You can re-write the content so it's different, without having to re-invent the wheel. 5 easy ways to write an eBook... plus a free eBook template.Conduct Some Original Research Who doesn't love a good statistic? Conducting original research is something more and more marketers are engaging in. It allows them to bring something unique to the table. Here's a stat from some original research, about original research: 37% of  B2B  and 20% of  B2C  marketers are using original research for content marketing purposes. This option is more time heavy on the front-end, but your efforts will be rewarded. For starters, one epic piece of content can drive your entire content strategy for the whole year. You can spin off micro, industry-specific reports; chop up infographics for social media content; use the data for talking points and presentations; the list goes on. Secondly, original research offers a great carrot for gated content and can be a lead magnet. Lastly, original research is one of the best ways to get backlinks. A study from SEO PowerSuite found that original research is the best way to get backlinks to your site. Compile Influencer Opinions Reach out to the big names in your industry and ask them for an interview on a specific topic. These interviews can be aggregated into an eBook to provide readers with exclusive insights from the best in the business. Not sure what to ask? Start with comments on any topics that have changed the industry recently; the challenges they face in their roles and how they have overcome those challenges; etc. Template Kit Why tell someone how to do something when you can show them. People love templates because they save a ton of time. Going back to our marketing automation example – you could produce an eBook containing 35 (or whatever number you like) marketing automation workflows, to make every marketer's life a lot easier. There are tons of directions you could take this... The "Everything You Need to Know About Essential Oils" Kit The Busy Parent's Cloth Diapering Kit The 2019 Content Planning Kit Etc. Share Your Knowledge With The World And Create An Amazing Ebook Now that you have your ebook templates and a strategy to create killer content,  you can start attracting new subscribers. The main problem that will hinder your success is your ability to be organized. Learn more about how can help you get and stay organized  (plus a lot more). Do you have your own ebook template? Share it with us in the comments. The Best eBook Template to Generate More Subscribers (With Easy Ideas) As  a marketer, you’re creating a lot of content, and you want that content to generate subscribers. To generate those subscribers, you need to create content upgrades  your audience is chomping at the bit to download. You also know that giving away free ebooks as a content upgrade is a great way to generate more subscribers. Why? Because ebooks provide a ton of value which can convince your customers to give up their email address. At , we’ve generated as many as 2,625 new email subscribers from an ebook following the process you’re about to learn. But are ebooks worth the effort to build? Absolutely! And with the right template and outline, creating an ebook can be easy. This post will walk you through the nine steps you need to take to create and write an ebook effectively. Plus we’ve included three templates, so all you have to do is fill the text and turn it into a PDF. There’s no need for a designer. So you can throw the excuses of not having time to write an ebook out the window, and create content that generates subscribers and subsequently helps you grow your customer base. The Best eBook Template That Will Help You Generate More Subscribers In 9 Easy StepsDownload Your Ebook Template Bundle (Word + PowerPoint) Download your ebook template bundle to create ebooks at the drop of a hat quickly. Inside you’ll find: eBook outline template:  This template will help you format your thoughts and ideas before you start writing so you can stay on track. PowerPoint eBook template:  This PowerPoint ebook template will let you quickly customize and format your ebook so all you have to do is hit publish. Word  eBook template: This word template is another way for you to format, customize, and create your ebook. With these three templates, you won’t even need a designer to help you wrap up your ebook. You can do it all yourself. Grab this free #ebook template bundle from @to build your brand's authorityWhat Is An Ebook? For marketing purposes, an ebook is a brief book on a specific topic that is available in a downloadable format such as PDF, .mobi (to read on Amazon Kindle), and .epub (to read on Barnes and Noble Nook and other e-readers). These ebooks provide a variety of benefits for marketers, including: Generating subscribers Allowing you to reuse content you’ve previously written Telling a comprehensive story Getting your content on more  channels Ebooks provide something of value for customers while capturing information for the marketers who create them. Why Are Ebooks So Important For Marketers? Ebooks allow marketers to dive into a topic and teach their audience about it. The fact of the matter is blog posts sometimes can't be long enough to cover an entire topic, and if a topic is complicated, it can be challenging to cover in one post. By creating ebooks, marketers can target their audience and build content upgrades  that provide additional value for their readers. By ensuring that value, customers are then willing to share valuable information in return (ie. their email address). 9 Steps To Creating Your Own Ebook Writing an ebook can be easy as long as you plan. Because these books are a bit lengthier than your average blog post, it can be easy to get off track. However, by using this nine-step process, you’ll be able to, as we say at , plan your work, then work your plan. Here's how to create the perfect ebook for your business in nine steps.Step One: Choose Your Topic The first step in creating your ebook is to choose a topic. These topics should be something that your audience wants to learn more about. What questions do they have that you want your ebook to be able to answer? Now, you may already know the topics that your audience is interested in. If you don’t, you can use some necessary SEO keyword research skills to find out what your audience is interested in. So let’s say for example, that your audience is interested in gardening. To find a specific topic that your audience is interested in, open a tool like Moz  or Ahrefs  and type your subject into the search bar: From there, you’ll see a related list of keywords that match the topic you first entered. In the case of our example, our marketer might want to write an ebook on gardening tools, since it appears in list: If you don’t want to use keywords to determine your ebook topics, you could also pose a question to a Facebook group (if your brand has one) and ask what your audience wants to see directly. You could also create a survey using tools like Survey Monkey  or PollDaddy  and send it directly to your audience via email. Some questions you could ask your audience are: What are topics in our [industry] that you would be interested in learning about? What problems are you currently facing? What are the biggest problems your team is facing? Once you have determined what topic you want to cover, record it in your ebook outline template: Recommended Reading: How To Create Content That Ranks For 11,000+ Keywords With Julia McCoy From Express Writers [AMP 057] 4 Simple Brainstorming Techniques That Will Help You Write Killer Content This Is The Best 30-Minute Content Marketing Brainstorming Process Step Two: Create Your Title Once you have your topic decided, you need to figure out what major subtopics you want to cover in your book. These subtopics should help you zero in on the angle you want your ebook to cover. By zeroing in on an angle, you can avoid rambling to fill space. So let’s go back to our gardening example. The angles our example ebook could have may revolve around: Basic gardening tools list Kid-friendly gardening tools Ten types of gardening tools Best gardening tools List out potential angles for your book in your outline template: So for this example, our angle could be how to choose kid-friendly gardening tools. Once you have your angle figured out, you can create your title. Your title should answer a question your audience has about the subject to spark your audience’s  curiosity. Here are five fill-in-the-blank ebook headline templates you can use to get started. How To Do [Subject of ebook] in [Number] of Steps The Ultimate Guide to [Subject of ebook] How To [Subject of ebook] like a pro. The Beginners Guide to [Subject of ebook]. How to [Subject of ebook] to [benefit of reading your ebook]. Write out ten possible titles in your outline and choose the one that fits the angle you want to cover the best. Recommended Reading: Here Are The 101 Catchy Blog Title Formulas That Will Boost Traffic By 438% 43 Data-Driven Headline Ideas From 1,000 Of The Most Popular Posts ’s Headline Analyzer Step Three: Outline Your Chapters And Write Your Headers And Subheaders Once your title is decided,  you can move on to writing your ebook right? Not exactly. Before you jump into filling the pages of your ebook with the information,  outline your chapters and write your subheaders. This is an essential step in your ebook creation process because it will allow you to decide the order you want to share your information in. Plus it can help you avoid rambling. Remember,  this ebook is not your end all be all, magnum opus of your marketing career. Only include as much information as you need to thoroughly teach your reader about a topic. That means your ebook could have three chapters in it or seven. It needs to be as long as it needs to be to cover your topic and angle comprehensively. But no further. This is also why it is so important to have your angle figured out before you start writing. One way to do this is to create a mind map and highlight which portions of a topic you want to cover. Here’s an example of what a mind  map could look like: Let’s say our subtopic was finding the kid-friendly gardening tools for the job. After going through all of our research,  the team decides  this ebook is going to be broken into five  chapters. Our example gardening ebook could have the following chapters: Why having the right tools is so important for kid gardeners. Choosing your kid-friendly planting tools. Choosing your kid-friendly watering tools. Choosing your kid-friendly weeding tools. Choosing your kid-friendly harvesting or collection tools. Fill in your chapter titles in your template: Once you have your chapters outlined,  you can create the headers and subheaders within each one. These headers will help guide your reader and allow them to skim through and find information on the topic they  are looking for. One of our own writers,  Jordan Loftis, suggests creating your headers and subheaders as questions you want to answer in this chapter of your ebook. Now let’s say you don’t know questions your audience may have, how can you figure out what they are? You can send another survey or include questions in your initial survey that ask your audience what they want to learn about your potential ebook topic. Include open-ended questions like: What are five things you’d like to know about [subject]? What information do you need in order to solve [problem]? What do you already know about [subject]? Where have you already looked for information on [subject]? In the first chapter of our gardening ebook, some example header and subheader questions that your audience may want answers to could be: What types of kids gardening tools are there? What is a list of gardening tools that are safe for my kids? Where can I find the best gardening tools for my kids? How can I tell what a good tool for young children is vs. a bad one? What is the proper way to organize and store my kids tools so they last? Take those questions and format them into statements that become your headers. Once you have your chapters and headers worked out, you can transfer them into one of the ebook templates you downloaded earlier. Step Four: Write Each Chapter Now that you have your outline, you can start writing. For some, this can be nerve-wracking and cause writers to stare at a blinking cursor for hours on end, but not you. You have your outline to follow, so you know exactly what you want to write about. Even though your chapters and headers are in statement form, use the question-style headers you came up with earlier to guide your writing. Think of it like interviewing yourself; your reader has a question, and you are the expert with all the knowledge they need. As a blog writer, I find that writing for shorter periods of time helps me knock out blog posts as quickly as possible. So as you write  your ebook, try the following: Find someplace quiet. Turn off your phone. Turn off your computer notifications. Grab a glass of water. If you want to listen to music, try something without words. (Spotify’s Deep Focus playlist is a great option). At this point, you could also recycle your blog posts  and use that information in your ebook. Once you’re ready, add your written content to your ebook template. Once your chapters are written (but not edited), you can move on to drafting your foreword, introduction, and conclusion. Your foreword should explain to your reader why they would want to read this ebook. It should answer the question,  Ã¢â‚¬Å"Why should I (an audience member) read this book? What’s in it for me?† For our gardening ebook example, the foreword would address how we always want kids to be able to help in the garden but sometimes they can cause a mess instead of being helpful. The benefit to them is that they will be able to find the right tools to choose for their kids. Your introduction should summarize what they are going to learn reading this ebook. You should explain to your audience what they are going to learn and why they should care. In our example, this book will teach readers how to choose the right tools that will allow their kids to learn about gardening, but not cause a giant mess in the process. And your conclusion should summarize what they have learned from reading this ebook.  It should tell your reader what they’ve learned and how this will benefit them. At the end of our example gardening book, they should know what tools are great for kids who want to garden and how to properly store them to get as much use out of them as possible. Step Five: Edit and Format Your Ebook At this point, you should have a rough draft of your ebook template. Now you need to edit your draft. There are two steps to your editing process. The first one is editing for spelling and grammar. This is the point where you need to make sure you used the proper form of there  vs. they are  or that you added commas in the right places. Editing tools like Grammarly  or Hemmingway  may help you out here, but don’t solely rely on them to catch every error. Nothing beats a set of human eyes reviewing your content. Once your spelling and grammar check is complete, you can move on to line editing your ebook. Line editing is the process that allows you to ensure that your content is easy to read and you’ve thoroughly covered your topic. Taking a break in between your spelling and grammar check before you read your ebook is essential. You can line edit by reading your ebook draft line for line, or you can read it out loud. When you’ve completed your line edits and you know your content is error-free, you can move on to formatting the text in your ebook. Catherine Howard suggests  you do three things when formatting your ebook: Forget about page numbers. Remove all your indents or tabs. Avoid having a three or four line gap between your writing. The last step in your editing and formatting process is to call out quotes and statistics that you want to call to your reader’s attention. You can do this by blocking the text or changing the color: It’s important to remember that ebooks are displayed across a variety of different formats (PDF, .mobi, and .epub, for example) which means that how the book looks will be different in each one. Best practice here suggests writing your ebook in Microsoft Word and use word styles. This video walks you through how to format your ebook: If you choose to format your ebook for formats beyond the traditional PDF (which you can export from your Word ebook template that complements this blog post), the free tool Calibre will help you export your Word file into .mobi and .epub. This post  walks you through that process step by step. If you choose to do this, you may opt to provide your subscribers all three versions in a zip file so they can choose their optimal reading experience (PDF, Kindle, or Nook). Step Six: Create Graphics And Other Design Elements The next step in your process is to create any graphics or other design elements that you want to add to your ebook. Remember that graphics should not be added to your ebook at random;  they should always be used to enhance your readers understanding of the concept. If you don’t have a designer at hand,  tools like Canva  or Piktochart  can be a great place to create your graphics. If you just want to add images to your ebook, sites like Unsplash  or Stocksnap.io  are great places to find free stock photographs. Once you have graphics designed, you can add them to your ebook. Recommended Reading: How To Make The Best Blog Graphics (For Non-Designers) How To Design The Best Blog Graphics With Free Tools And Design Theory The Know It All Guide To Color Psychology In Marketing + The Best Hex Chart How To Make An Infographic In 7 Easy Steps Step Seven: Build The Landing Page That Will Host Your Ebook Ebooks can be hosted in a variety of formats to attract subscribers including blog posts, emails, and landing pages. You don’t have to host your ebook on a landing page, but it can be a great place to direct your audience with little effort. Plus, you don’t have to worry about your ebook becoming buried in an out-of-date blog post. As a marketer, building a landing page can get complicated, especially if you don’t know how to code. That’s why tools like Unbounce  or LeadPages  are great options that allow marketers to easily create their own landing pages without knowing directly how to code. Just start on a site and choose a template to build from. Both LeadPages  and Unbounce  have models created explicitly for ebooks. These tools also help you host the ebook file itself, so once a subscriber gives you their email address, the page will automatically deliver the ebook. Simply select your template and start designing. Then follow the instructions from the respective tool to launch your landing page. Once your landing page is complete, it should look something like this: Some tips to keep in mind as you draft copy for the ebook landing page: Look to the information in your foreword for inspiration. Your goal is to convince visitors they need the ebook to solve a specific pain†¦ and to solve that pain, they simply need to give you their email address. Make them feel like they’re missing out if they don’t download the ebook. Others who downloaded the ebook already have experienced amazing results because of it†¦ right? Include testimonials, write copy that appeals to the fear of missing out, and reiterate that their life could be so much better if they simply downloaded the ebook. Recommended Reading: How to Write Landing Pages That Will Boost Your Conversions Step Eight: Add Calls To Action  Into Your Landing Page Once you have your book formatted and your landing page built, you can move on to adding your CTAs (call to action). The primary purpose of creating your ebook is to generate subscribers,  so you want as many people as possible to download your book. Creating the right CTA is essential to making that happen. CTAs should ask your reader to do something: Writing a great CTA is easy, you just need to tell your audience what they are going to get in exchange. According to Crazy Egg, there are six characteristics of a high-performing CTA button. They are: That your CTA is a clickable button. They have a compelling copy that takes action-oriented approach. They are placed logically on your page. They are a contrasting color from your page. They are close to the previous action your customer has taken. I.e., if they filled out a form, the CTA button would be right underneath it. They don’t compete with other things on your web page. Here are 54 words and phrases you can use in your CTAs: You can even create multiple CTAs, and A/B test  (which both Leadpages and Unbounce allow you to do) them to find which ones work best for your audience. Recommended Reading: How To Write A Call To Action In A Template With 6 Examples Step Nine: Promote Your Ebook The last step in your ebook creation process should be to promote it. The likelihood of someone randomly stumbling on to your landing page and finding your ebook is a little too close to the â€Å"hope is a strategy† approach,  so you need to give it a boost. There are a few different ways you can do this. Email Campaigns One way that you can promote your ebook is through an email campaign. Set up a series of emails that go out to your general list or a list of people who you think would be interested in downloading your ebook. Recommended Reading: What Are Good Email Click-Through Rates? We Share Our Data With You. The Complete, 4-Step Email List Building Strategy That Will Make You Successful Create a specific CTA for your emails and draft your content ahead of time. You can add tracking links (via bit.ly) that lead to your landing page so you can see how many of your email subscribers have clicked the link and downloaded your ebook. However, you can create the most compelling copy in the world but that won’t mean anything if your audience doesn’t see it. Which is why you need to send your email at the best time. Once your email is sent, track opens, clicks to your links as well as downloads of your ebook. Your email tracking data should be stored within your email service provider. For a project of this magnitude, ’s Head of Marketing Demand Generation, Nathan Ellering, suggests sending at least three emails to your existing subscribers over the course of three weeks. Social Media Campaigns Another way to promote your ebook to your followers is through a social media campaign. Social campaigns are an easy way to promote your content directly to your audience. How do you know how often to promote your ebook on each of your social media channels? Here is an infographic on the best publishing schedule for your ebook landing page: Using this promotion schedule will make it easy to maximize the reach of your content and get it in front of as many eyes as possible. Make Project Managing These 9 Steps a Cinch When you're releasing an eBook, it takes a lot of hands to make it come to life. You'll need: Writing. Editing. Design. Social media promo. Email promo. A landing page. makes it easy to manage all the moving parts of your marketing projects. With the Kanban dashboard, you can create custom project workflows so you can easily see exactly what stage your eBook is in. Here's how it works... First, navigate to the "project view" in your left-hand menu. From here, you can see what phase your eBook is in. Ready to move it from design to promo? No prob – just drag and drop. Keep that eBook project moving forward by focusing on the crucial steps. Everyone on your team is in the loop – which means fewer meetings and more time to get work done. Now, Let's Talk Topic Ideas This can often be the most difficult part of writing an eBook. Trying to figure out a topic that hasn't been already talked about to death is no easy feat. Here are 5 easy ways to compile your eBook. Repurpose Blog Posts As mentioned earlier, chances are you've got an eBook goldmine sitting right under your nose and you don't even realize it. One of the easiest ways to get your eBook going is to stitch together several of your blog posts to create an ultimate how-to eBook. Say you've got a bunch of posts about marketing automation... Create an "Ultimate Guide to Marketing Automation eBook" where relevant blog posts are fused together in a coherent way. You can re-write the content so it's different, without having to re-invent the wheel. 5 easy ways to write an eBook... plus a free eBook template.Conduct Some Original Research Who doesn't love a good statistic? Conducting original research is something more and more marketers are engaging in. It allows them to bring something unique to the table. Here's a stat from some original research, about original research: 37% of  B2B  and 20% of  B2C  marketers are using original research for content marketing purposes. This option is more time heavy on the front-end, but your efforts will be rewarded. For starters, one epic piece of content can drive your entire content strategy for the whole year. You can spin off micro, industry-specific reports; chop up infographics for social media content; use the data for talking points and presentations; the list goes on. Secondly, original research offers a great carrot for gated content and can be a lead magnet. Lastly, original research is one of the best ways to get backlinks. A study from SEO PowerSuite found that original research is the best way to get backlinks to your site. Compile Influencer Opinions Reach out to the big names in your industry and ask them for an interview on a specific topic. These interviews can be aggregated into an eBook to provide readers with exclusive insights from the best in the business. Not sure what to ask? Start with comments on any topics that have changed the industry recently; the challenges they face in their roles and how they have overcome those challenges; etc. Template Kit Why tell someone how to do something when you can show them. People love templates because they save a ton of time. Going back to our marketing automation example – you could produce an eBook containing 35 (or whatever number you like) marketing automation workflows, to make every marketer's life a lot easier. There are tons of directions you could take this... The "Everything You Need to Know About Essential Oils" Kit The Busy Parent's Cloth Diapering Kit The 2019 Content Planning Kit Etc. Share Your Knowledge With The World And Create An Amazing Ebook Now that you have your ebook templates and a strategy to create killer content,  you can start attracting new subscribers. The main problem that will hinder your success is your ability to be organized. Learn more about how can help you get and stay organized  (plus a lot more). Do you have your own ebook template? Share it with us in the comments.

The Genetics of Alcoholism Essay Example | Topics and Well Written Essays - 250 words

The Genetics of Alcoholism - Essay Example Building a tolerance for alcohol can explain this discrepancy to a point but biology plays a bigger role. It’s been speculated that heritage determines a person’s alcohol tolerance. Though some have dismissed this theory as racist and stereotyping it may have some validity. The Irish and Germans seem to â€Å"handle their liquor† better than say, Native Americans. The alcohol limit for beer sold in Oklahoma is 3.2 percent. Oklahoma has a large Native American population. Scientists agree with the stereotype. They have discovered a certain gene carried by up to 20 percent of the U.S. population that has a â€Å"big, big effect† on the way people handle their alcohol. This minority is programmed to be especially susceptible to the effects of alcohol. â€Å"The gene carries the blueprint for an enzyme called CYP2E1, known to be involved in metabolizing ethanol alcohol.† (Rubin, 2010). This finding changes the perception that people who can’t â€Å"handle† their liquor are somehow weak in other areas of life. Drinking games are designed to determine who is the strongest in the group. The winners claim bragging rights over their weakling friends. According to the scientists findings, bragging about how much you can drink is like bragging about having red hair, dark skin or being tall. Not only is being able to drink large amounts nothing to brag about in the first place, it’s now proven it has nothing to do with being strong or weak.

Analysis Summary of the movie 12 Angry Men using group dynamics Essay

Analysis Summary of the movie 12 Angry Men using group dynamics - Essay Example When the group of jurors first meet during the orientation phase, they are chatting, making jokes and talking about a random list of things such as their jobs and things they could be doing instead of being in a jury room. The orientation phase is characteristic of acquaintance, positive attitudes on similarities and clarity. At this stage, the group is only creating opinions, nothing intense. (Robbins, 1974, para 4). There is a general feeling for most of the jurors that this will be a quick case, nothing intense. However when the foreman of the jury; juror number one takes an initial vote the tone is set for a long drawn process and the development of the group dynamics. In the initial vote eleven jurors have already declared the defendant is guilty. Only Juror number eight votes â€Å"not guilty† on the grounds of reasonable doubt. It is never easy to be part of the minority because it goes against our natural desire to be accepted (Johnson, 2007, p. 153). Out of this minor ity, the true leader begins to emerge and group formation begins. Positioning of power becomes apparent as the jurors biases, backgrounds and personalities begin to unfold. The jury’s deliberation begins when the first vote is taken. Several jurors observe others voting and they raise their hands. It is only juror number eight who has the courage to stand alone and has strong convictions that the defendant is not guilty beyond reasonable doubt. Questions arise as they begin to examine the different parts of the testimony. These testimonies were not initially considered in the first vote. Normative influence by juror eight begins to revert from guilty to not guilty. Through the process, personalities unfold and the pressure of social influence is clear among the jurors. Team members have to create a new social identity and forfeit their own in order for a team to be built. (Levi, 2014, p.

Relationship Between Food And Society Media Essay

Relationship Between Food And Society Media Essay Introduction Food is any substance containing nutrients, such as carbohydrates, proteins, and fats, that can be ingested by a living organism and metabolized into energy and body tissue. (food- definition of food by free dictionary)It is one of the most important thing needed by human body to survive.It is one of the important basic needs of human.One cannot survive without having food.United Kingdom(UK) is a country with diverse culture.In UK we can find people from all around the world.So we can find the multicultural nature of food and drink over here.The eating and drinking habit of the people are influenced by various factors such as cultural, geographical and historical influences.As the time changes the eating and drinking habit of people also changes.The current trends affect the way people eat and drink.The trends in food and drink consumption may differ from place to place.Thus there is an integrating relationship between the food, society and culture. Relationship between food and society There are different determinants of basic eating habits.Some of them are biological, economical, physical, social etc.The biological determinants are hunger, desire to eat etc.People eat in order to satisfy their hunger and due to desire of eating food.Another determinant is physical needs.Physical needs are like education, cooking skills, availability of time to cook etc.If people know how to cook and have time to cook they eat the food.If they are well educated they eat the nutritious food and balanced diet.Similary another determinant is social needs such as cultural influences, influences of people living around etc.They eat according to the culture they belong to and also according to the people they live nearby. Abraham Maslow brought forward a Maslows Hierarchy of needs which determines the physical needs,safety needs,social needs, self esteem and self actualisation.Maslow theory suggest that the basic need of human is food, water etc.After satisfying the basic needs it is human nature to want for more so they have the sense of security.So they want the safety needs to be fulfilled.In this way they move up in the hierarchy fulfilling one need after the other thus achieiving the maximum level of hierarchy i.e. self actualisation. In order to understand the complex relationship between the food and society it requires a multi-disciplinary approach.The eating and drinking habits of people depends upon the society.People usually tend to eat the food which they are familiar with.The culture is the main dominant of the way people eat.The food which can be eaten in one religion may get offended in the other.So we need to take care of the potential religious and spiritual connotations in order to prevent getting offended.We need to know more about the society where we live so as to maximise the offering we may provide to it.If we have the knowledge of the society then we can have improved customer service, effective menu planning, knowledge of the religious and spiritual connotations, fulfillment of customer requirements and expectations etc.Due to people from different backgrounds living in uk we can have diversity of culture.Therefore, we can take the advantage of what people eat during such festivities. Current influences on societies eating and drinking habits United Kingdom is made up of four nations i.e. England, Scotland, Wales and Northern Ireland.As it is made up of four nations we can imagine how diverse is culture over here. There are many influences on the current eating and drinking habits in the society.Cultural influences can make difference in the consumption of the food and drink.Most people eating habits are inspired by the eating habits of the local people in that place.The eating and drinking habit of people in UK are influenced by various factors such as hectic lifestyle, climate, seasonal availability, age group, health issues, budget, advertisements and promotions of food and drinks through media, current market trends, cultural backgrounds,religious issues, awareness of health, influences of abroad, legislation etc.The current influences on food and drink in UK are mainly influenced by above mentioned factors. Hectic lifestyle is the main factor which influences the eating and drinking habits of people in UK.People are mainly busy and do not have time to cook for them properly.Thats why they eat fast food or the ready to eat meals.Climate is also another important factor for the people living in UK.The climate over here is very cold during the winter.Snowfall takes place at the winter so climate is very cold.So people tend to eat more hot foods like soup, coffee etc.Seasonal availability is also another factor because all the foods are not available throughout the season like strawberries.People in Uk love to eat strawberries and it is available only for few months.It is also influenced by the advertisements and promotions done at the tv, radio, newspaper etc.Mainly the small children are more influenced by the advertisements at the media.Moreover, the cultural backgrounds and the religious issues also play an important role.We can find people from various culture and religious backgrounds .For e.g. Muslims they dont eat pork and any items related to it.On the other hand Hindus they dont eat beef.So there are big taboos over here.Budgetary constraints is also one of the important factor which influence the eating habits.We can find high income people, middle class people and lower level.So the money spend by the people on the food depends upon the class of people. Geographical and historical influences on multi-cultural nature of food and drink In UK we can find people from all around the world.So we can find multi cultural nature of food and drinking habits.There are geographical and historical influence on the multi cultural nature of food and drink. Britain is an island country and the surrounding sea gives England a varied climate.The main influence on the climate of is our close proximity to the Atlantic Ocean, our northern latitude, and the warming of the waters around the land by the Gulf Stream (a warm current of the northern Atlantic Ocean). (climate and temperature britain).Britain has very cold winter and mild summer.Therefore people in UK tend to eat more hot foods like soup and drink more coffees and teas. Britain has also a long historical background for the food and drink.British cuisine has always been multicultural, a pot pourri of eclectic styles. In ancient times influenced by the Romans and in medieval times the French. When the Frankish Normans invaded, they brought with them the spices of the east: cinnamon, saffron, mace, nutmeg, pepper, ginger. Sugar came to England at that time, and was considered a spice- rare and expensive. (British Food- British culture, customs and traditions).British cuisines started to take a new look after the 1980s.British food are inspired by the French and the Romans.The east india company also brought some traditional indian cuisine which is mostly renowned as curry.Today we can find the different dishes such as chinese, indian, italian, greek , spanish etc which explains the multi cultural nature of food and drink in the UK.It represents the ethnic diversity which influences the way people eat or drink.The british food was not considered as good like this before 30 years ago.But now the modern british cuisine inspired by the european countries is considered one of the best cuisine in the world along with the best chefs and the renowned restaurants. There are also different logistics regarding the food.People eat the food that is easily accessible or that is locally available to them.For e.g. people living in the coastal areas tend to eat more seafood whereas inland people eat more red meats.Those eating seafood will have the maximum consumption of white wine whereas the red meat goes with the red wine.The legislation of the country also restrict the production of certain food.The extreme climate is also one of the factor that determines the way people eat.In cold places people prefer to eat soups, coffee etc whereas in the hot countries they tend to drink cold drinks, cold coffee etc.Moreover different ethical considerations like whether to eat whale, elephant ,dolphin, dogs, cats etc or not is also one of the logistics.Similarly, alcohol may also be considered as a drug by some people. Analysing menu of an organisation in association and relationship with food drink I would like to take menu of theThe cafà © restaurant of Ibis hotel Heathrow.There are lot of guest coming from different countries to Ibis for stay.So, we can find guest from different cultural diversity.According to the Appendix 1 the menu of The cafà © restaurant focus on the people from all cultural diversity.The restaurant is situated in the heart of london so we can find the people from different countries.Therefore, due to the multicultural diversity the menu is not focusing on a particular group. There are different accompaniments of food and drink.Accompaniments are such type of food which are served together with the main dishes.There are various accompaniments given in the restaurant such as bread and butter,beef with horseradish sauce, roast lamb served with mint sauce, fish served with lemon and tartare sauce , steaks served with peppercorn or bearnaise sauce, Gammon served with apple sauce, , curry served with rice or nan bread, pasta served with grated cheese, desserts served with whipped cream or custard,cheese and biscuits etc.Usually these are the things which goes together with each other.One of the latest trend in UK for the food and drink combination is Beer and curry.The food trend in UK especially in london is changing since past few years due to the various cultural influences. Not only the food there are different accompaniments for the drink as well.There are various type of drink which are taken with some other things like gin and tonic with slice of lemon, whisky with coke, white wine with lemonade(sprintzer), tonic water with lemon etc.These are the drinks that are served with the accompaniments.Some of the food is very popular among the people of London. Influence of developing trends in food and drink consumption UK food and drink consumption is changing since past few years.People are interested towards organic food and the genetically modified food.Genetically modified (GM) foods are foods derived from genetically modified organisms. Genetically modified organisms have had specific changes introduced into their DNA by genetic engineering.(wikipedia)People are being more conscious about what they eat.They are more attracted to the healthy food.Despite of their hectic lifestyle they try to eat the healthy foods.There are various trends in regard to food and drink consumption.The trends of organic foods, ready to eat meals, energy drinks, smoothies etc have increased recently.The food and meat grown at local level, wine and beer made locally,nutritionally balanced food, cuisines from the regional ethnic backgrounds, cocktails, mocktails, flavoured water ,branded food etc are the food which are mostly consumed by the people.Moreover, taste has also become a major choice for people to eat.They t end to eat the food which has good appearance and texture. The organic food has become the choice for the people.They try to buy the food that is grown naturally without using any chemicals.Moreover, they also try to buy the branded food like Marks Spencer, Waitrose etc.They are more influenced by the fruits and vegetables that are grown locally.Similarly they are also interested in newly cut and fresh meats.They have started taking more healthier options of food.Nutritious and the healthy food are their main priorities.Ready to eat meals is also one of the popular trend in UK.People have a busy schedule over here thats why they are inclined to ready to eat meals.They just reheat it in a microwave for few minutes and have it.It saves their time and effort.But we cannot guarantee for the nutrition of such foods.Such meals are ready to make but cannot have all the nutrients needed by the body.So we need to pay attention towards our health as well. Ethical issues There are also various ethical issues in the food industry.For e.g killing of animals for the purpose of fulfilling the need of human, catching of fish that are very rare which can cause harm to the other sea creatures , making of a foie grass by feeding the geese forcefully, slaughtering of animals etc. (Bernard davis, 2008)The animals and other creatures are killed mercilessly in order to fulfill the basic eating habits of man.Thus, the ethical issues should be addressed carefully in order to have balance and harmony in the environment. Conclusion In UK we can find people from all over the world and variety of cuisines which represents the multi cultural nature of food and drink.There are various factors which affect the nature of food and drink in UK.They are cultural, religious, geographical, historical etc.The food which is eaten by people of one ethnic origin may be the taboos for other religion.They may get offended due to the food.There are many influences in the eating and driking habits of the people.Some of the influences are budget, availability of the food round the year, hectic lifestyle, health awareness, age groups etc.People are also adopting current trends in their eating and drinking habits such as organic foods, ready to eat meals, energy and sport drinks, smoothies etc.Mostly the new generation like to be trendy by adopting the new trends of the society.As the time is changing the eating and drinking habits of the people around the UK is also changing constantly.Thus, the expectations of having quality food and health awareness of the people has also increased significantly in past few years. The cafà © Menu Soups :- Soup of the day  £3.50 Starters:- Caesar salad  £ 5.45 Potato skins with bacon and cheese  £6.10 Garlic breaded mushrooms  £4.95 Feta, olive and tomato salad  £4.50 Marinated greek olives  £5.00 Main course:- Chicken penne pasta  £7.95 Chicken kebab thai noodle salad  £8.50 Malaysian Beef Rendang  £7.95 Chicken tikka Masala  £8.50 Beef Burger  £8.50 Beef fillet  £13.95 Beer battered cod and chips  £8.50 Spinach, button and squash risotto  £7.00 Salmon, Tuna and red snapper  £9.00 Dessert:- Chocolate fondant  £4.50 Ice cream selection  £3.50 Strawberry tart  £4.95 Toffee apple sponge  £4.00

Expert Systems and Artificial Intelligence

Expert Systems are computer programs that are derived from a branch of computer science research called Artificial Intelligence (AI). AI's scientific goal is to understand intelligence by building computer programs that exhibit intelligent behavior. It is concerned with the concepts and methods of symbolic inference, or reasoning, by a computer, and how the knowledge used to make those inferences will be represented inside the machine. Of course, the term intelligence covers many cognitive skills, including the ability to solve problems, learn, and understand language; AI addresses all of those. But most progress to date in AI has been made in the area of problem solving — concepts and methods for building programs that reason about problems rather than calculate a solution. AI programs that achieve expert-level competence in solving problems in task areas by bringing to bear a body of knowledge about specific tasks are called knowledge-based or expert systems. Often, the term expert systems is reserved for programs whose knowledge base contains the knowledge used by human experts, in contrast to knowledge gathered from textbooks or non-experts. More often than not, the two terms, expert systems (ES) and knowledge-based systems (KBS), are used synonymously. Taken together, they represent the most widespread type of AI application. The area of human intellectual endeavor to be captured in an expert system is called the task domain. Task refers to some goal-oriented, problem-solving activity. Domain refers to the area within which the task is being performed. Typical tasks are diagnosis, planning, scheduling, configuration and design. An example of a task domain is aircraft crew scheduling, discussed in Chapter 2. Building an expert system is known as knowledge engineering and its practitioners are called knowledge engineers. The knowledge engineer must make sure that the computer has all the knowledge needed to solve a problem. The knowledge engineer must choose one or more forms in which to represent the required knowledge as symbol patterns in the memory of the computer — that is, he (or she) must choose a knowledge representation. He must also ensure that the computer can use the knowledge efficiently by selecting from a handful of reasoning methods. The practice of knowledge engineering is described later. We first describe the components of expert systems. The Building Blocks of Expert Systems Every expert system consists of two principal parts: the knowledge base; and the reasoning, or inference, engine. The knowledge base of expert systems contains both factual and heuristic knowledge. Factual knowledge is that knowledge of the task domain that is widely shared, typically found in textbooks or journals, and commonly agreed upon by those knowledgeable in the particular field. Heuristic knowledge is the less rigorous, more experiential, more judgmental knowledge of performance. In contrast to factual knowledge, heuristic knowledge is rarely discussed, and is largely individualistic. It is the knowledge of good practice, good judgment, and plausible reasoning in the field. It is the knowledge that underlies the â€Å"art of good guessing. † Knowledge representation formalizes and organizes the knowledge. One widely used representation is the production rule, or simply rule. A rule consists of an IF part and a THEN part (also called a condition and an action). The IF part lists a set of conditions in some logical combination. The piece of knowledge represented by the production rule is relevant to the line of reasoning being developed if the IF part of the rule is satisfied; consequently, the THEN part can be concluded, or its problem-solving action taken. Expert systems whose knowledge is represented in rule form are called rule-based systems. Another widely used representation, called the unit (also known as frame, schema, or list structure) is based upon a more passive view of knowledge. The unit is an assemblage of associated symbolic knowledge about an entity to be represented. Typically, a unit consists of a list of properties of the entity and associated values for those properties. Since every task domain consists of many entities that stand in various relations, the properties can also be used to specify relations, and the values of these properties are the names of other units that are linked according to the relations. One unit can also represent knowledge that is a â€Å"special case† of another unit, or some units can be â€Å"parts of† another unit. The problem-solving model, or paradigm, organizes and controls the steps taken to solve the problem. One common but powerful paradigm involves chaining of IF-THEN rules to form a line of reasoning. If the chaining starts from a set of conditions and moves toward some conclusion, the method is called forward chaining. If the conclusion is known (for example, a goal to be achieved) but the path to that conclusion is not known, then reasoning backwards is called for, and the method is backward chaining. These problem-solving methods are built into program modules called inference engines or inference procedures that manipulate and use knowledge in the knowledge base to form a line of reasoning. The knowledge base an expert uses is what he learned at school, from colleagues, and from years of experience. Presumably the more experience he has, the larger his store of knowledge. Knowledge allows him to interpret the information in his databases to advantage in diagnosis, design, and analysis. Though an expert system consists primarily of a knowledge base and an inference engine, a couple of other features are worth mentioning: reasoning with uncertainty, and explanation of the line of reasoning. Knowledge is almost always incomplete and uncertain. To deal with uncertain knowledge, a rule may have associated with it a confidence factor or a weight. The set of methods for using uncertain knowledge in combination with uncertain data in the reasoning process is called reasoning with uncertainty. An important subclass of methods for reasoning with uncertainty is called â€Å"fuzzy logic,† and the systems that use them are known as â€Å"fuzzy systems. † Because an expert system uses uncertain or heuristic knowledge (as we humans do) its credibility is often in question (as is the case with humans). When an answer to a problem is questionable, we tend to want to know the rationale. If the rationale seems plausible, we tend to believe the answer. So it is with expert systems. Most expert systems have the ability to answer questions of the form: â€Å"Why is the answer X? † Explanations can be generated by tracing the line of reasoning used by the inference engine (Feigenbaum, McCorduck et al. 1988). The most important ingredient in any expert system is knowledge. The power of expert systems resides in the specific, high-quality knowledge they contain about task domains. AI researchers will continue to explore and add to the current repertoire of knowledge representation and reasoning methods. But in knowledge resides the power. Because of the importance of knowledge in expert systems and because the current knowledge acquisition method is slow and tedious, much of the future of expert systems depends on breaking the knowledge acquisition bottleneck and in codifying and representing a large knowledge infrastructure.