Excellence vs. Success

Excellence vs.. Success Ohio Christian University 2 Excellence and success are two words that most people have a fear of either having or not having. Growing up in an ever changing world where technology was Just beginning, cell phones were giant radios that you would carry around in a big black box and the internet was rarely heard of by the hustle and bustle of every day common people, excellence was not even in my vocabulary. It seems to take a great number of us most of our adult life to live up to our full potential and sadly, many of us never do.Johnston Nonstop 2004) defines excellence and success in a manner that anyone could understand. He says it is a certain life style, a manner of living, a hierarchy of values, an admirable self-imposed standard (p. 25). Excellence is determined by the individual defining it and, therefore, means for each of us the definition of excellence is different and on our own terms. According to Johnston (2004) success, on the other hand, is defin ed by cultural ideas, that â€Å"pot of gold at the end of the rainbow' (p. 30). The question is does success outweigh excellence in today's society?We are defined by our clothes, the cars we drive, the house we live in, our bank accounts and even our friends. We all strive for success, that pot of gold, but how many of us strive for excellence? Excellence and success can be prevented by a lack of confidence and fear. We seem to put unrealistic expectations on ourselves and that fear of failure prevents many of us from living up to our full potential, this I have learned from my own personal experience. For these two words 3 being so closely related, society seems to get them greatly confused. There was a time success was most important to me but not anymore.When I was saved I began to strive for excellence Just by my actions. Living a life of Christ requires excellence which reminds me of a bible verse I read â€Å"Give her of the fruit of her hands; and let her own works praise her in the gates†. (Proverbs 31 :31 XIV). My actions today need to reflect upon me when I reach the gates of heaven. I will make mistakes along the way because I am human but I also know that as long as I give 110 percent I am doing my best. References Johnston, J. , & Costing, K. W. (2004). Christian Excellence: Alternative to Success (2nd De. ). Franklin, TN: KOOK pub.

Bristol Biomedical Company

Bristol biomedical company came into being about ten years ago. It is a small fifty person medical device company. For years it has made sufficient revenue to fulfill the needs of the company and its employees and has also managed to make a profit. The reason for preparing a new marketing plan for the company is that the company through the hard work of its workers has invented a new x-ray machine which is both inexpensive and easy to use in a doctor’s office. Therefore a new marketing plan is being devised so as to market the product properly and also to target a vast market.Executive summary: The marketing plan for the Bristol Biomedical Company will consist basically of four steps which will guide our product and ultimately the company towards success; on the basis of these four steps a marketing plan will be developed. These four areas are Organization, Research, Creativity process, and Control. The area relating to organization will relate mainly to the establishment of m arketing goals and objectives. The research area will include the outlining of market audit, completing the completion of data and finally analyzing the audit targeting.The creativity process will deal in developing strategies and tactics and finally the control phase will deal with developing an effective control system. Our marketing plan will basically target the first two areas i. e. the organization and the research part and a little of the creativity process and we will also deal with the target market. The organizational and marketing plan will provide a base from which specific marketing goals and objective can be developed. Executive Summary: It should include research paper one material Marketing Plan:The core market objective for the marketing plan for Bristol Biomedical Device Company is for generating enough sales of x-ray machines of high premium qualities. The marketing plan consists of four areas: †¢ Target Marketing †¢ Pricing Strategy †¢ Product â₠¬ ¢ Place Target Marketing: The company must develop an action plan for introducing the x-ray machines into the markets. Within the role of markets the company must target its distribution and promotion to the best prospect groups. These prospects have following characteristics: †¢ They would be early adopters†¢ They would be heavy users †¢ They would be opinion leaders †¢ They could be reached at a low cost Geographically, Seattle is the originator of corporate successes in diverse businesses such as Starbucks, Amazon. com etc. It can be assumed that the diversity found in these successful businesses is due to the diversification of the local people. Seattle's economic circle is driven by bioinformatics and medical equipment which are trusted for premium quality. There is just one private hospital in Seattle and remaining are mostly government owned institutions.The management can use network planning techniques such as critical path scheduling. Critical path sc heduling calls for developing a master chart showing the simultaneous and sequential activities that must take place to launch the product. By estimating how much time each activity takes the management estimates the completion time for the entire project. Any delay in any activity on the critical path will cause the project to be delayed. The management of the Bristol Biomedical Company believes the theory of innovation, diffusion and consumer adoption to identify early adopters.The consumer adoption process is influenced by many factors beyond the marketers control including consumers that are private doctors and dentists and other health organizations willing to try new machines, personal influences and the characteristics of the new x-ray machine innovations. Demographically, variables such as age, income, occupation, religion, race, generation, nationality and social classes are mainly found in Seattle's population. Seattle locals are entrepreneurial, outdoorsy, rugged yet lite rate; they have a high sense of understanding.The new x-ray machine with its exclusive features such as being less economical and comprehensible enough to be used in doctors clinics. Situational Analysis: The term situational analysis â€Å"is a shorthand description for keeping track of what is going around you in a complex, dynamic environment†. Situational Analysis helps to keep in mind the uncontrollable factors while making a plan. The situational analysis is an analysis of the market and the competitive forces in terms that most influence revenues.The SWOT analysis gives statements to analysis of marketing. These generally involves analyzing the opportunities available such as customer requirements, product capabilities, cost of services and the price the market will bear to obtain the maximum self income. Several factors maybe responsible for hindrance and weakness: †¢ Social and governmental constraints. †¢ Fragmented markets †¢ Development costs being higher than expected. †¢ Competitors fight back better than expected.Bristol Biomedical Device Company can insure the success by a leading factor of its unique superior x-ray machine for example its higher quality and new features in use. Another key success factor of company is its well defined product concept prior to development where the management carefully analyzes the target market, product requirements and benefits before proceeding. Other success factors for the company are the technological and marketing synergy as Seattle is source of innovations by a scientifically oriented population, quality of execution in all stages and market attractiveness.Pricing Strategy: The main part of the marketing mix plan of the Bristol Biomedical Company Device has set a price for the first time for its success when the firm develops a new innovation and its supplying its machines to a new distributive channel or geographical area and at the time of new contract. The company considers it's product on quality and price on different levels considering its special needs that is ease and convenience. Each price that the company might charge has different impacts on its marketing obecjectives.The company wants to charge a price that covers it's cost of producing, distributing and selling the products including a good compensation for it's efforts and risks. The company should consider value pricing where they charge a relatively low price for high quality pricing and in return they gain more and more customer satisfaction. Planning should take into account costs per unit and display the projected surpluses, losses, subsidiary or contribution towards fixed costs. This information will be critical for: †¢ Pricing policy.†¢ Range of Products and services offered. †¢ Time required in achieving planned objectives. This wall all depend upon the particular circumstances of the organization. Product: Bristol Biomedical Device Company came up with an innovative new product in advanced radiological field through a new x-ray machine to satisfy want and need for medical equipments. The x-ray machine is easy to use and comes at an affordable price and occupies small space. This machine gives the fundamental services or benefits that the health professionals are buying.This x-ray machine is really an augmented product; it gives the total consumption system where the needs and wants are properly accomplished. General Electrics Medical System Division, Japanese model are the real competitors. Siemens and Toshiba are competitors in this radiological field. The Bristol Biomedical Company has no threat by its competitors as its product strategy considers through the five levels of the product. The most fundamental level is the core benefit that the customer is really buying.This x-ray machine includes additional services and benefits that distinguish the company's offer from that of competitors. Place: The Bristol Biomedical Company has a strong ma rketing plan for its fulfillment of core marketing objective that is to achieve the maximum number of sales. The increase in demand depends upon the place (marketing mix too) which includes the various activities that market demand is fulfilled, accessible, and available to target marketing. It links various marketing facilitators to supply its product efficiently it also includes the physical distribution firms and their decision making skills.Place is the distribution of the product of sale promotion, advertising, sales force, public relations, direct mail and telemarketing to reach the distribution channels and the target customers According to Corey observation in selecting and marketing channels a distributional system is an important external and internal resources such as manufacturing, research, engineering and field sales personnel and facilities. It represents as well a commitment to a set of policies and practices that constitute the long term relationship with the custom er.Determining the types of distribution channels is important because it can have a great impact on sales. The channels should be selected based on those distribution channels that can best satisfy those distribution markets. Developing a comprehensive marketing strategy will enhance the success of the x-ray machine sales. The customer demographic and Psychographic patterns along with competitive product advantages and key product features should be utilized to name the product, project a product image, advertise and package product.The sales force and the distribution channel must be selected and made aware of this product. Bibliography: †¢ Abell, D. (1980). Defining the Business: The Starting Point of Strategic Planning: Prentice-Hall. †¢ Levitt, T. (1986). The Marketing Imagination: Free Press. †¢ Pfeffer, J. , & Salancik, G. R. (1978). The External Control of Organizations: Harper & Row. †¢ Peters, T. J. , & Waterman, R. H. (1982). In Search of Excellence: H arper & Row †¢ Kotler, P. (1976) Marketing Management (3rd ed. ): Prentice-Hall . Coltheart, M. ,

British legal system Case Study Example | Topics and Well Written Essays - 2250 words

British legal system - Case Study Example This reflective report will provide an analysis of some of the most famous historical cases within the Old Bailey Courthouse, and choose a key issue based upon what I have witnessed and provide an analysis of discrimination and diversity in the criminal court as it pertains to my visit. London's Central Criminal Court is responsible for handling the most important criminal cases from the Greater London area as well as sensational legal matters which warrant special attention from other parts of Britain. The Old Bailey presently occupies the site of the Main Roman West Gate in the ancient city of London. Dating back to the 12th century, the present location initially housed both a court and a prison and was destroyed in the 1666 Great London Fire. The present structure was largely built at the end of the Victorian era and replayed the unpopular Newgate prison during the reign of his majesty King Edward VII. In 2007, London's Central Criminal Court celebrated its 100 year anniversary. The immense Old Bailey has 18 courtrooms and tries approximately 1,500 cases per year making it one of the most active and prolific courthouses in the country. Trying serious murderers, accused terrorists and a plethora of high-profile defendants, the Old Bailey's Senior Judge, His Hono ur Judge Peter Beaumont QC is the Recorder of London ands highest authority at the Court (City of London, 2007; Murphy, 1999). What are the roles and functions of the court Old Bailey within the UK system' The Old Bailey Courthouse is an iconic structure which plays an important role in the British system. Accordingly, most prominent cases in the London area make their way to the Old Bailey and this is the place in which UK justice is meted out. Criminals, violent offenders, embezzlers and a whole host of other presumed offenders have faced justice at the Old Bailey and this building remains an important and often publicized institution of the British justice system. Accordingly, in media and tabloid reports, when a case is in front of the judges at the Old Bailey there is increased media attention and publicity since the trial is likely of a great magnitude and importance. Historically speaking, a variety of high-profile cases have been judged at the Old Bailey including the case against Oscar Wilde in which he made his famous 'Love that dare not speak its name" speech while in the dock at the Old Bailey; t he Lord Haw Haw treason case after World War II; the trial of the Kray Brothers were tried at the Old Bailey as well as that of the Yorkshire Ripper. Recent prominent cases include the case of Fatima Miah, who was acquitted of violently shaking her newborn causing death and the shocking case of Baby P in which a two-year old boy was raped and killed. These are just some of the most sensational cases to land in the dock at the Old Bailey. The Old Bailey is the personification of the strength and importance of Her Majesty's Courts Services (HMCS), the judiciary, the police forces and the City of London. It is the representation of the British Justice System and an important building for the people of the United Kingdom. We now turn to an exploration of an important issue in our analysis, discrimination and racism within the UK Justice System (Murphy, 1999. Issue Analysis The promotion of equality and inclusion as well as the value of diversity in practice are at the helm of

Is WTO a Necessasity for Global Trade Essay Example | Topics and Well Written Essays - 3250 words

Is WTO a Necessasity for Global Trade - Essay Example The article takes a deeper look at the WTO (World Trade Organisation) as the sole international organisation that deals with the global trade rules between countries. The main function of WTO is ensuring that global trade flows predictably, smoothly, as well as freely as possible. The organisation can be looked at in several ways. First, it is an organisation, which fosters opening of trade. Second, national governments negotiate agreements on trade through the forum. Thirdly, national governments settle diverse trade disputes through it and finally, it operates a trade rules’ system. Essentially, WTO is an effective place in which the member governments attempt sorting out various trade problems they encounter with each other. The WTO entails a set of rules: the core of the agreements of WTO, which were negotiated as well as signed by majority of the trading nations in the world, forms its basis of operations. The agreements provide the member governments with legal ground-ru les for smooth international commercial activities. The agreements are essentially contracts, which bind national governments to stick to their policies of trade within agreed limits and boundaries. Although the agreements have been negotiated as well as signed by national governments, the objective is helping goods and services’ producers, exporters, as well as the importers to carry out their business operations while permitting governments to meet the environmental and social objectives. (Aaronson 1996). The overriding purpose of WTO system is to aid trade to flow freely so long as it has no undesirable side effects since this is imperative for the overall well-being and economic development. That partly implies removal of obstacles. It also implies ensuring that individuals, governments, and companies know the existing trade rules across the globe as well as giving them confidence there won’t be sudden alterations of the policy. In simple terms, the rules must be p redictable and transparent (Jackson 1994). The WTO has many benefits but there are also some critics to its operations and this forms the basis of this paper. Thus, the paper shall examine the functions of the WTO and its achievements and gauge them against the criticism presented by those opposed to its operations to help in giving a comprehensive conclusion regarding whether the WTO is a necessity for global trade or not. Basic Information about the WTO The WTO is based in Geneva, Switzerland. It began its life on January 1 1995 though its system of trading is about fifty years older. The General Agreement on Tariffs and Trade (GATT) has since 1948 provided the system with effective rules. GATT was born by the General Agreement as an unofficial, de factor global organisation. This unofficial defector organisation evolved via a number of rounds of negotiations as members tried to compile an effective plan for their operations. The largest and last GATT round, which established the WTO, is the popular Uruguay Round that lasted between 1986 and 1994. While GATT had chiefly dealt with essential trade in goods, WTO and its accords currently, cover the trade in services, as well as in traded designs and creations and inventions (the intellectual property). By 10 February 2011, the body (WTO) had a membership of 153 nations while its budget for 2011 amounted to 196 million Swiss Francs. The head of WTO is Pascal Lamy (the director-general) who leads its 640 secretariat staff (WTO 2012). Functions of WTO The body is run and managed by its member state governments. All the major decisions of WTO are reached upon by its membership either by their delegates or by ambassadors (who meet frequently in Geneva) or ministers (who typically convene a meeting at least once for every two years). While the member states drive it, the WTO cannot function effectively without its Secretariat coordinating its activities (Aaronson 1996).

Paraphrasing Essay Example | Topics and Well Written Essays - 250 words - 23

Paraphrasing - Essay Example Secondly, compare between the printed and measured resistance, which should have a small difference. The second phase is to implement the power supply for the circuit in a way that the output yields 10 volts while the other is putting out 5 volts. The experiment led to the formation of Thevenin’s circuits both connected in series and parallel by using the two DC power supply and the three resistors. The third step is to use the initial resistors by adding them to the circuit. The last phase of the experiment is to measure the open circuit voltage, the short circuit current and the equivalent resistance and to comparison of the outcomes. At the end of the experiment, there was a difference in computed and measured values and the definition of Thevenin’s theorem in equivalent for linear and resistive circuits. The purpose of the experiment is to give the credible results of resistivity test showing the importance of the lab session and the

Psycho Shower Scene Analysis Essay Example | Topics and Well Written Essays - 750 words

Psycho Shower Scene Analysis - Essay Example It begins by focusing exclusively on the victim, generating a faint underlying suspicion that she may be being watched. Through a series of close up shots, the camera picks up on the character’s pensive frame of mind, offering a hint that she may be engaged in illegal activity when she tears up a paper from her diary on which she had been jotting figures and decides not to throw it into the dustbin. The shots focusing on the victim throwing the pieces of torn paper into the toilet and taking off her robe before stepping into the shower are replicated at the end of the scene, where after she is murdered, the camera focuses on her robe which will never be worn and the side table in the room, where the notebook she was writing on has disappeared, suggesting the reasons why she was killed. The actual murder is depicted in a series of fast cut, close up shots where the shower head that is sending out its streams of water is the single constant element. At the beginning of the sequence, the camera captures the fountain of water from the shower head in an upward angled shot, which is immediately followed by a shot of the victim smiling and enjoying the water spray. The Director follows this up with a series of shots of the victim soaping herself, but her eyes gradually close in each following shot, as if to underline the fact that she is moving from a happy, contended state to one where she is closing off the dangers that exist in her immediate environment. The appearance of the murderer is achieved through a series of shots focusing on a shadow in the shower curtain that grows darker and more clearly defined as the attacker moves closer. The Director chooses to use a silhouette shot on the attacker, in order to conceal his/her identity, while confounding the viewer at the same time because the silhouette appears to be a woman. The Director films the victim with her back turned to the attacker and has her turn at the very last

Should Christopher Columbus be celebrated for Western Civilization or Essay

Should Christopher Columbus be celebrated for Western Civilization or not - Essay Example Elsewhere in the Americas, living standards are high and are improving. Nevertheless, these successes, which can be traced directly from Columbus' first voyage, were also dearly bought. Millions of native lives were lost, through disease and intentional mistreatment. Several civilizations were effectively destroyed so that a new civilization based on settlers' stock could grow. As such, Columbus clearly has a mixed reputation. These two views of Christopher Columbus are both espoused by different historical schools. The argument in a sense boils down to one of politics. Those who are more inclined to be anti-establishment and romantic would suggest that Columbus' legacy is one of bloodshed and misery. Those who are more realist suggest that civilizations with better technology and organization will always supersede those who lack these qualities. In a sense it was the destiny of the advanced European nations to take over the Americas and build their own colonies there. The other civi lizations such as the Aztecs and the various tribes of North America were simply unable to compete. There are two main historians who support each of these views. The former view is espoused by Kirkpatrick Sale; the latter by Felipe Fernandez-Armesto. The latter view is more sensible. Kirkpatrick Sale makes a powerful argument about Columbus, but it is all too political and too based on hyperbole. Motives are ascribed to Columbus which he simply never held. The years of colonization were years of â€Å"subjugation and violence† according to Sale (Sale, 152). Nothing good ever came of them. The Spanish were rapacious and built nothing and simply destroyed the environment. This is too simplistic a view of the world. According to Sale, the natives were vastly superior to the Europeans who came to the Americas. He describes how their technology was much better, but sounds quite foolish doing so: â€Å"'Indian societies had a variety of technologies, some quite sophisticated and many well beyond anything comparable in Europe at the time . . . and certainly could have developed others if they felt any need to do so, particularly in regard to food supply. If they did not, there was likely to be a good reason: if they did not anywhere use the plow, for instance, that may have been because their methods of breaking the soil with a planting stick worked just as well with a tenth of the effort, or because they had learned that opening up and turning over whole fields would only decrease nutrients and increase erosion, or because their thought-world would not have allowed such disregardful violence† (Sale, 322). This is an incredibly idealized view and one that is not unlike those who believe in the noble savage. A critic of the book rightly points out that â€Å"Mr. Sale treats the varied ways of life that actually prevailed in the Americas as if all Indians were the same, and confuses time as well by quoting late-20th-century Indian spokesmen as though th eir words applied universally to every tribe and people† (McNeil). Fernandez-Armesto's perspective is more sensible. He looks to historical context. He also sees contemporary political correctness for what it is: In the opinion of one self-styled Native American spokesman, 'he makes Hitler look like a juvenile delinquent'. This sort of hype is doubly unhelpful: demonstrably false, it makes the horrors of the holocaust seem precedented and gives comfort to Nazi apologists by making

The Doctrine of Risk Assumption Essay Example | Topics and Well Written Essays - 500 words

The Doctrine of Risk Assumption - Essay Example The case under research presents a classic example of assumption of risk set out in the tort of negligence. As such, it is significant to inspect the fundamentals that define the rationale for risk assumption and implications thereof. Typically, the ideals of this doctrine demand that the injured party must prove beyond any reasonable doubt that the defendant owed him the duty of care. Secondly, the plaintiff bears the onus of proof that the defendant breached such duty by failing to take all practicable measures and exercising necessary obligation to prevent potential injuries that may arise if such duty is breached. Thirdly, the injured party ought to demonstrate that the risk was not reasonably open and obvious for which the plaintiff sustained injuries. It is worth illustrating as well that the defendant was reckless as a result of which he caused the plaintiff actual injuries as reiterated by Wong. In examining these conundrums, the law purports that the doctrine of risk assumpt ion applies to the players as well as spectators and bystanders in the game in question. On the other hand, statutory logic suggests that any fans of a given game who decides to attend that game shall have assumed the risks associated with that game even if he is not actively engaged in the game. Notwithstanding actual attendance, the law shall not hold the owner of a playing ground liable for injuries suffered by persons who voluntarily assume the risk of taking part in a match thereon. Moreover, a claim for negligence can arise if the risk was not open and obvious whereby the injured parties could have opted to stay away if they had knowledge of such risks. For instance, it is not reasonable open and obvious that a stadium roof may collapse on football spectators if such the construction of such stadium had been supervised and certified by competent engineers.

Development a strategy for InteCom Essay Example | Topics and Well Written Essays - 1500 words

Development a strategy for InteCom - Essay Example The firm was established recently in 1978 and as of 1982, it has a 1% US market share. The US market is dominated by firms such as AT&T, Northern Western and Rolm and InteCom is ranked at the 13th position, among the lowest. The market is expected to grow by 7 % till 1988 and the demand would be for large digital systems. InteCom has a robust product called the IBX S/ 40 digital systems. This product is based on digital technology and does not have problems of ‘Blocking’ that other product suffer from. It also has an open architecture and allows easy integration with foreign language systems, other than English, something other products do not have. Among different segments in the PBX market, there is a growth forecast for large customers line segment. While the US market has a lot of competition, the overseas market has double the demand. InteCom is very well positioned to enter the domestic and international markets with its IBX S/40 systems. The company suffers from low branding and it needs to improve its wage structure and the HR policies. The strategy report has performed a detailed SWOT analysis to understand the current market situation and has framed some strategic objectives along with vision and goals. Details of the strategy implementation are also given The strategic plan provides a blueprint for the objectives for the future. The plan analyses the current business environment and frames the strategic goals that are to be achieved. Risk and opportunity areas are analysed to form an understanding of the market and then a vision is framed. The strategic plan has to be iterative and would have to be updated as and when fresh market inputs become available. A broad based framework for strategic planning is illustrated in the following figure (Moorman, 1998). A strategic plan would have clearly defined sections such as Executive Summary; Strategic Planning Methodology; Current Situation; Target End-State;

Business Ethics Essay Example | Topics and Well Written Essays - 500 words - 24

Business Ethics - Essay Example In this perspective, there is a moral responsibility for multinational corporations in selling Starbucks in Forbidden City. To begin with, the every individual has a fundamental right to maintain and preserve a culture (Kent, 2010). The people of Forbidden city thus have the same right and consequently expect this right to be respected by other individuals and corporations that venture into their city. Multinational corporations are consequently obliged to respect this right to cultural preservation. Business practices that harm this right would be considered as a violation of this fundamental right of the Chinese in cultural preservation and thus will be unwelcome. From a normative perspective, multinational corporations as a result have a responsibility in observing this right in respect for Chinese culture. Secondly, there is the need for consideration of beneficial business practices to both parties that would result in happiness for both, as utilitarianism states for the purposes of coexistence (Kent, 2010). Since multinational businesses make intrusions into societies’ environments, it is important that they consider what would be of great benefit to both parties. Selling Starbucks in this area is obviously not beneficial to both parties since there has been creation of conflict. In order to create a practice that would be beneficial to both corporations and society, it is imperative that consideration of this decision be made since selling the firm as it does not bring happiness to both parties. Thirdly, great moral philosophers argued before that major principles of moral philosophy demand both parties to be equal such that none should take advantage of the other. When making a decision to sell Starbucks in Forbidden City, multinational corporations should consider the effect of their actions on Chinese culture. If

Carl Jung’s Theory concerning Personality Types Essay Example for Free

Carl Jung’s Theory concerning Personality Types Essay This essay will give an introduction to Carl Jung and what started his research, the essay will discuss Carls Jung’s personality types and their characteristics and will also discuss the Myers Briggs type indicator. The essay will also discuss falsification of type as well as what Carl Jung believed to be the cure for falsification of type. Criticisms of personality type and MBTI will also be discussed and in conclusion this essay will discuss how we can use personality types and MBTI within our own work. Carl Jung The Beginning of Personality Theory Carl Gustav Jung was born in Switzerland in 1875. His first choice of study was archaeology but he went to study medicine at the University of Basil and while working for the neurologist Krafft Ebing he settled on psychiatry. After graduating he took a position at the Burghoeltzli Mental Hospital, he also taught classes at the university in Zurich, had a private practice and invented word association. In 1907 Carl Jung met Freud in Vienna where the two are meant to have spent thirteen hours talking their friendship started off strong with Jung championing many Freudian ideas but over time their friendship began to deteriorate. Jung felt that Freud focused too much on sexuality and that Freud’s concept of the unconscious was too limited and negative. The official break up happened when Jung resigned from the international psychoanalytic congress. Then in 1913 Carl Jung had a dream, he dreamt that there was a monstrous flood engulfing Europe and lapping at the mountains of Switz erland. He saw thousands of people drowning and civilization crumbling. In the following weeks he continued to have disturbing dreams in which he dreamt of eternal winters and rivers of blood. Carl Jung thought he was becoming psychotic but on the 1st August WWI began and Jung felt there had been a connection between himself and the rest of humanity, thus began Jung’s painful journey of self-exploration which formed the basis for his theory’s. Personality Theory Attitudes Functions Carl Jung determined that people act and react to stimulus and situations differently. He classified people into two different groups, depending on  how they behaved. Jung called these two different groups attitudes and classified people as either extraverts or introverts; Extraverts – People who are extraverts are better able to deal with external stimulus such as people and objects. They search for things outside themselves to help fulfil them Introverts – People who are introverts are better able to deal with internal stimulus and look inside themselves for fulfilment. In addition to the two attitudes Jung further classified people into four functions types Sensory and Intuitive which refers to our preferred way of collecting information and Thinking and feeling which refers to the way we make decisions. Sensory – People who are more sensory tend to like specific answers and deal in facts and figures Intuitive – People who are more intuitive tend to p refer to gather information through ideas and theories. Thinking – People who are thinkers tend to prefer to make decisions based on scientific fact and concrete truths. Feeling People who make decisions on their feelings, trust in their emotions and sensitivities. The four functions and two attitudes made up Carl Jung’s original personality types it was later expanded on and two more functions where added which deal with the way people live their lives these are judgers and perceivers ; Judges – Prefer to live in an orderly way and prefer structure and organisation. Perceivers – Prefer to live more spontaneously and are more adaptive. The theory was then used by Katharine Cook Brigg and her daughter Isabel Briggs Myers who after studying Carl Jung’s work extensively turned the theory of psychological types to a practical use. They created the Myer Briggs indicator believing that knowledge of personality types would help woman during WWII who were entering the work place for the first time by identifying which jobs would be more comfortable and effective for them. MBTI focuses on a normal population and emphasizes the value of naturally occurring differences. The two attitudes and six functions types make up for sixteen different combinations which provides detailed characteristics and help us determine which of the types we belong to , each of us has a dominate function with the other three being less dominate. The combinations and some of the characteristics are as follows. ISTJ People who fit in this category tend to be quiet, serious and earn success by  thoroughness and dependability. They value traditions and loyalty. ISFJ People who fit in this category tend to be quiet, friendly, responsible, and conscientious. They strive to create an orderly and harmonious environment at work and at home. INFJ People who fit in this category tend to seek meaning and connection in ideas, relationships, and material possessions. They want to understand what motivates people and are insightful about others. INTJ People who fit in this category tend to have original minds and great drive for implementing their ideas and achieving their goals. They can be sceptical and independent. ISTP People who fit in this category tend to be tolerant and flexible they are quiet observers until a problem appears, then act quickly to find workable solutions to the problems that may arise. ISFP People who fit in this category tend to be quiet, friendly and sensitive. They like to have their own space and to work within their own time frame. INFP People who fit in this category tend to be idealistic and are loyal to their values and to people who are important to them. INTP People who fit in this category tend to seek to develop logical explanations for everything that interests them. Theoretical and abstract, they are interested more in ideas than in social interaction. ESTP People who fit in this category tend to be flexible and tolerant; they take a pragmatic approach and are focused on immediate results. ESFP People who fit in this category tend to be outgoing, friendly, and accepting. They are lovers of life, people, and material comforts. ENFP People who fit in this category tend to be enthusiastic and imaginative. They are spontaneous and flexible and often rely on their ability to improvise and or their language skills. ENTP People who fit in this category tend to be quick, clever and outspoken. They are good at reading other people and can easily become bored by routine. ESTJ People who fit in this category tend to be practical and realistic. They act decisively and move quickly to implement decisions. ESFJ People who fit in this category tend to be warm hearted. They want harmony in their environment and work hard to establish and maintain it. ENFJ People who fit in this category tend to be warm, empathetic and responsible. They are highly attuned to the emotions and needs of others. ENTJ People who fit in this category tend to be blunt and decisive they assume leadership readily. They are usually well informed and well read. â€Å"Jung noted that it is not possible to use the attitudes of Extraversion and Introversion and the Judging and Perceiving functions independently of each other. People who prefer Extraversion will most likely focus their Perception and Judgment in the outer world while people preferring the Introverted attitude, when circumstances permit, will concentrate Perception and Judgment on ideas.† Falsification of Type In our lives we are not always able to work or live in a way that appeals to our strengths. This can happen for a variety of reasons either we are brought up in environments that are unsuitable to our personality types and we adapt to suit the situation or we may be financially unable to follow a career path that would be best suited to our personality type. A person may also be unaware of their strengths and may just have a feeling that they are not living the life they were meant to. Carl Jung believed that if we do not live or work in a way that best suites our personality type then we could develop a falsification of type. This occurs when we are forced to use our less predominate functions for long periods of time. Carl Jung believed that falsification of type could lead to many psychological problems. Carl Jung described Falsification of Type as â€Å"a violation of the natural disposition,† and explained that whenever Falsification of Type takes place a person first becomes anxious and irritable and then if the condition continues a person becomes neurotic. Jung strongly believed that if there was a reversal of type it could be very harmful to the physiological  well-being of a person and could often lead to an acute state of exhaustion. Research has been done which supports Jung’s theory and according to the research of Dr. Richard Haier of San Diego, when an individual is functioning from a style other than their natural lead style, the brain is forced to expend large amounts of energy trying to maintain the unnatural functions. The result is that the brain and brain-body system experience stress, chronic anxiety and exhaustion. Dr. Arlene Taylor worked with people suffering with PTSD and depression over an 11 year period and found that people living in a state of prolonged adaption appeared to display specific symptoms. There are eight commonly seen symptoms in people who appear to be suffering with a falsification of type theses are; 1) Fatigue Prolonged adaption can require the brain to work up to 100 times harder. 2) Hyper vigilance Prolonged adaption can create a state of hyper-vigilance as the brain goes on protective alertness. This is a safety mechanism and can show up in a variety of different ways 3) Immune System alteration Falsifying Type can be thought of as the individual living a lie at some level. Lying can suppress immune system 4) Memory impairment Cortisol, which is released under stress, can interfere with memory functions. 5) Altered brain chemistry Prolonged adaption can interfere with hypothalamus and pituitary functions, which can interfere with hormonal balance. 6) Diminished frontal lobe functions Prolonged adaption is a significant stressor, which can interfere with functions typically associated with the frontal lobes of the cerebrum. 7) Discouragement, fatigue and or depression Prolonged adaption can lead to the repeated triggering of the conserve/withdraw reaction to stress. This can be especially true for introverted people although it is commonly observed in extroverted types who have been conditioned to introversion. This is far more common than most people (even researchers) believe. Discouragement tends to increase as fatigue increases, which often contributes to the development of depression 8) Self-esteem problems .Any or all of the other symptoms can be contributed to diminished overall success in life, which directly affect self-esteem. Self-esteem issues can present as lack of confidence or lack of commitment to improving one’s outcomes Jung believed that the only way to cure falsification of type is to develop the functions and attitudes that people are naturally disposed towards. This is a long process where the sufferer will have to first identify their natural leanings and then work towards changing things within their lives so that their work, family and social lives’ are in balance with their natural strengths and attitudes. Criticisms of Personality Types MBTI One of the main criticisms of personality types and the resulting MBTI is that it because it deals with the mind which is abstract it cannot be scientifically proven and that some of the personality types could be made to fit anyone as the use of the language and terms can be ambiguous. The MBTI also relies on a person answering questions about themselves and people may not be completely honest when answering those questions either because they are unaware of how they would react within a situation or that their perception of themselves is distorted. The way in which the questions are asked is also not specific so people may not know if the question is referring to the way they would react at work or the way they would react at home with friends and family. The MBTI also fails the double blind test in which participants do a test but are given a test done by someone else and asked if it fits them. Most of the participants find a way to make the results fit. One of the other arguments is that while it can be very useful in self-understanding it can also be used either intentionally or unintentionally to pigeonhole people. People are complex and fitting everyone into just sixteen different categories can limit peoples understanding of each other and themselves. It also could be used as an excuse for bad or inefficient behaviour. Conclusion Personality Types and the MBTI is still widely used today, the MBTI is used in company’s both big and small to understand and motivate staff and as a tool for management training. Personality Types and MBTI are also still used by therapist’s to understand their clients, as well as giving the therapist an idea of which therapeutic tools are best suited for each individual client. It can be used either by allowing the client to do a MBTI test that the therapist has acquired from a reputable source (not just a downloaded from the internet) or the therapist can lead a client through a process which will enable the therapist to discern which characteristics the client may lean towards. It is worth saying that an inexperienced therapist may face problems in trying to discern a client’s personality leanings without using a test or formal questions as it takes training and experience to be able to read a client effectively. Despite its critics personality types can be used as one of the tools a therapist can utilise to assist them in the treatment of clients as long as the therapist is aware of the potential problems with using the personality type or a MBTI test , such as pigeonholing a client into a specific category or allowing the client to use their personality type as an excuse or a crutch. Using the theory in balance with other treatments and being aware of some of the problems that may arise from using the personality types or a MBTI test can allow the therapist to approach the treatment of a client in a well-rounded and balanced way that is both beneficial and productive. References http://mbtitoday.org/carl-jung-psychological-type/ Author publish date unknown MBTI type today http://www.cognitiveprocesses.com/ Linda V. Berens and Dario Nardi, Understanding Yourself and Others: An Introduction to the Personality Type Code http://webspace.ship.edu/cgboer/jung.html C. George Boeree Copyright 1997, 2006 http://www.myersbriggs.org/my-mbti-personality-type/mbti-basics/the-16-mbti-types.asp Isabel Briggs Myers, Gifts Differing https://coremap.com/index.php/books-and-articles/38-personality/124-falsification-of-type.html Written by Sherry Buffington Monday, 14 May 2012 10:28 Jessica Phillips HUDDE2A 13 Jackie Bock Carl Jung Personality Types MBTI

Cement Industry Essay Example for Free

Cement Industry Essay In today’s world of rapidly increasing competition, firms are selling goods and services through a variety of direct and indirect channels. In mass advertising, marketers are exploring new forms of communication, such as experimental, entertainment and viral marketing. Creative Advertising is the means to break clutter in such new forms it helps Differentiation, Recognition, Recall and Persuasion in an effective manner. Creativity in advertising involves disciplined thinking and requires the creative person to think differently within specific constraints. The advertisement project is a complex exercise that that consumes a lot of effort, cost and time from different experts in the team which requires every part of the project process to be well-studied, documented and well planned. A lot of research needs to get conducted about the audience, product and media of the advertisement. Increasing sales is not the only goal of the advertising decision and could also involve introducing a new product, delivering the product message, etc. The most important aspect of the creative advertising process is the idea and the creative concept. Advertisers use different ways of thinking via several types of creative strategies to promote publicity, public relations, personal selling and sales promotion. One such creative advertisement campaign is the Vodafone’s ZooZoo ads which caught the fancy of the consumers and helped the company develop its own entity in a splendid and innovative manner. The advertising landscape has experienced dramatic change over the past several years and as the advertising medium gradually shifts to the digital platform, agencies are finding new ways to connect with the customers and build their brands. This media confluence is one of the foremost challenges of creative advertising as the advertisers have to reinvent the mass message model, help consumers tell stories, play in an evolving arena and develop talent with creative vision. INTRODUCTION Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer’s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver is not in position to immediately respond to the message. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve. It is estimated that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. Most organizations, large and small, that rely on marketing to create customer interest are engaged in consistent use of advertising to help meet marketing objectives. However not every advertisement achieves its objective as the consumer is subjected to innumerable ads daily in newspapers, television, billboards, websites, etc. Therefore those Ads which catch customer’s attention have something unique which makes then interesting and unforgettable. The majority of copywriters agree that creativity is extremely important in ads and it usually works more effectively in catching the interest of people/customer than all other techniques put together. The originality of the idea or ad makes it more recognizable and is able to beat the competition. Creativity is the marriage of imagination and execution, thinking and doing. Creativity in the context of todays world is underpinned by the fact that almost anything is possible given technology and platform advances. Technology is changing behavior, but ideas and how we tell the stories are everything – this is how we influence behavior. Its about the idea and the story, not simply the devices or technologies, which create great and enduring ideas and are the hallmark of Creative Advertisements. ABOUT ADVERTISING Definition of Advertising: Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. The American Marketing Association defines advertising as â€Å"the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.† Purpose of Advertising: Through advertising, one can disseminate the message very effectively. Within few seconds the message can be disseminated to masses. The basic purpose of advertising for commercial advertisers is to identify and differentiate one product from another in order to persuade the consumer to buy that product in preference to another. Non-commercial advertisers (political parties, interest groups, religious organizations and governmental agencies) use advertising to educate people for their cause. Major Decisions before committing for any advertising campaign: Like other area of marketing management, decision-making is necessary in advertising. This relates to 5Ms mission, money, message, media and measurement. Mission: What are the advertisement objectives? Decision in regard to mission is a basic one as other decisions are to be adjusted as per the mission or objective or purpose of advertising decided. It can be: Introduction of new product or service, or information about new features, repositioning of the brand or just reminder campaigns etc. Money: How much money to be spent. Advertising is costly and companies have to spend billions of dollars for this purpose. Advertising objectives determine the required budget. Message: What is the message to be sent? Positive results depend on message. It should be attractive and meaningful. It’s the job of the creative copywriters and artists. Message can be communicated by written words, pictures, slogans and so on. Media: What kind of media to be used. Selection of media depends upon cost, coverage, effectiveness and budget in hand. Wrong decision on media may make advertising ineffective and money spent will be wasted. The steps here are deciding on desired Reach, Frequency and Impact. Measure: How are the results to be determined? Evaluation of advertisement in order to judge its effectiveness. The post advertising sale is one major consideration. The other consideration is visibility of the advertisement. Steps involved in influencing customer decision: There is a very famous principle in ad world called as AIDA principle, which describes the steps that a prospective customer goes through before deciding to buy. AIDA stands for A- Awareness, I- Interest, D- desire and A- Action. Awareness Ad should surprise the customer. Interest This is usually where benefit phrases come heavily into play. Desire Third step, customer realizes that product is good and beneficial. Action- The fourth stage occurs when the prospect decides to take Action and become a customer. HISTORY OF ADVERTISING History of ads can be traced back to 3000-4000 BC. There are signs that Romans used to announce gladiator fights by painting on the walls. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Active advertising in print media started in late 19th century. 20th century has witnessed evolution of advertising through various media. The concept of creativity in advertising was not discussed much until the 1960s, when a sea change in the way of producing advertising transformed the field forever. The central feature of this Creative Revolution was that creativity came to be valued over the formulas and research that previously drove the production of ads. Creative teams, a mainstay of nearly all agencies since the 1960s, did not exist prior to that time. The reigning paradigm was reason the why advertising that spoke to consumers in terms of unique selling propositions (USPs). The Creative Revolution changed not only the ground rules for making advertising, but also the kinds of people who were recruited into the business. The preeminence of creativity over formulaic advertising was strongly articulated and the effect was to place creativity before the other services of an advertising agency market research, media analysis, and other support functions. CREATIVE ADVERTISING To really stand out in the crowd, an ad concept has to be really out of the box, something that intrigues an audience or at least make them look twice. There is no second chance at making a good first impression. With both online and offline advertising you only have seconds to catch the attention of your consumers. If that doesn’t happen, your ad campaign is considered a failure. Today’s advertising message must be better planned, more imaginative, more entertaining and more rewarding to customers. Inclusion of creative ideas (original, novel, out of box and useful ideas) in the ad campaign is called creative advertising. Creative advertisements are made not only to sell the product but to entertain the target audience. Creativity in advertising does not arise in a vacuum; it requires a certain degree of both general knowledge and field-specific knowledge. This is clearly true if we think of creativity as a form of innovation – we cannot know what is novel without a sense of what is already known in any area. The ad’s impact depends not only on what it says, but often more important, how it says it execution is decisive and this is the crux of Creative Advertising. TYPES OF CREATIVE STRATEGIES Creative Strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Creative Strategies promote publicity, public relations, personal and sales promotion. Creative strategies are divided into three basic forms: Weak Strategies: Generic and Pre-emptive strategies describe the two weakest forms of advertising that were most popular through the 1940s. A generic strategy gives a product attribution. Consumers arent learning anything new about the product. It enhances the product in no other way. A pre-emptive strategy is a form of advertising that makes a generic claim stronger. Middle Strength Strategies: Unique positioning and Brand Image are the two types. This proves that something about your product is truly unique. This is commonly found when producers take an average product and add a new, unique element to it. In brand image, an advertiser is not trying to create rational thinking. This type of advertising strives to create emotion and give a brand a personality. A common way of doing this is by using a celebrity as a spokesperson. Strong Strategies: Affective and resonance advertising are the two types. Making people feel really good about a product is called affective advertising. This is difficult to do, but often humor and an honest character can make affective advertising possible. Resonance advertising is a way of identifying with consumers. If an advertiser can create a campaign that certain target markets identify with, then resonance advertising has been achieved. FUNDAMENTALS OF CREATIVE ADVERTISING The Fundamentals of Creative Advertising provides an understanding of how to create and produce ad campaigns. The focus is on the various media available, the thinking and planning behind the campaign, the creative brief, and the creative solution and execution of the ad campaign. Market research underpins virtually all of the decisions made at the campaign planning stage. Through market research both the client and the agency are better able to understand the marketplace, identify and profile the target audience, test their creative ideas, choose the most appropriate media form and, finally, evaluate the success of the campaign. The client will normally provide basic and initial research about the target market and audience in the client brief, which is then supplemented by research undertaken by the agency. Having received the brief from the client, the creative ad team must now take all the knowledge that they have and use it to develop a campaign that will meet the requirements of the brief. They need to look closely at all the information they have been given and understand what it really means. The creative ad team must also identify any gaps in their knowledge that can be filled through market research. The Creative Brief: Role of the brief: A creative ad team will transform a client brief into a creative brief. Together they will develop an advertising strategy based on the information supplied in the client brief and the supplementary research undertaken. The campaign strategy is then articulated in the creative brief, which is approved by the client. Developing the brief: Before the creative brief can be formulated, the objectives of the advertising campaign have to be identified, together with a strategy for achieving those objectives. It is important to remember that the advertising medium itself is only one part of the communication strategy, which in turn is part of the overall marketing strategy. As such, the broader marketing strategy has to be considered before the creative brief can be formulated. The Creative Concept: The creative team: At the heart of every successful advertising campaign is the creative concept. The task of having an original concept, and a range of ideas allied to this concept, is in the hands of the creative team. The best creative teams have the capacity to be both original and fluent when it comes to generating such ideas. In other words, it is not just about having a novel idea†¦it’s about having lots of them! Research and Familiarization: The way the creative brief is written and its content can be an important trigger for your ideas and will also provide an important point of focus in terms of advertising objectives; who you are talking to, what you want to say to them, and how you want them to respond. For this reason it is best to keep referring back to the brief every so often during the creative process to make sure that you are staying on track. Idea Generation (Ideation): The secret to having good ideas is to have lots of ideas to choose from. The more ideas, the greater the chance, that there will be few ‘winners’ among them. Quantity equals quality, so don’t hold back and pre-judge your ideas, just have lots of them – the wilder the better! Wild ideas may be unusable in their raw state, but they can provide a springboard to a better idea as they can help you to see things from a different perspective. Once the basic campaign concept for the advertisement has been formulated and agreed by the client, it’s down to the creative team to coordinate its execution. In traditional creative partnerships, the copywriter will write any body copy so that the message is conveyed in a punchy and memorable way, using the correct tone of voice to evoke the right mood or provoke the desired reaction. The art director will be responsible for ‘crafting’ the advertisements – making sure that they look visually strong and have a consistency of layout and composition across the campaign. Crucially, they must also exude and reflect the brand values. EXAMPLE OF A CREATIVE ADVERTISING CAMPAIGN Creative ad campaigns instill a sense of awe and marvel in the people they target. They cause us to stand back and wonder, â€Å"How did the brand even come up with that?† When a brand gets an ad campaign right, they stand out amongst the myriad of typical, hackneyed, and lackluster ads that bombard us daily. Just like the Vodafone ZooZoo ads. Vodafone is known for its unique advertisement campaign such as pug, happy to help service and the â€Å"ZooZoo† advertisement campaign. As Vodafone was a new brand in India, it had a challenging task to develop its own entity. The previous name of this Indian company was associated with a pug. Vodafone decided to come with a new persona for itself, so the people of the country can associate it with the company. The company came with a brilliant persona for itself, which was very apt for it, The â€Å"ZooZoo†. With 25 such commercials planned, releasing one a day, to sustain interest till the end of the IPL SEASON 2.HaritNagpal, chief marketing officer, Vodafone India explains, â€Å"†¦the brand was in need of an idea that would work doubly hard, as it was planning to spend some four months’ worth of marketing monies in one month†¦Ã¢â‚¬  ZooZoo are advertisement characters promoted by Vodafone during the Indian Premier League Season 2. OM experimented with several characters and finally â€Å"ZooZoo† was born as a completely Indian concept. The name had to be catchy, funny and memorable, though the name actually never pops up in any of the communication. Zoozoos are white creatures with ballooned bodies and egg heads who were used to promote various value added services of Vodafone. Each ad used a story which was enacted by the Zoozoos. These ads though look animated are actually real humans in the ZooZoo costumes. The ZooZoo advertisements were created in South Africa by Ogilvy Mather, an international advertising, marketing, and public relations agency and Nirvana Films. Ogilvy Mather were asked by Vodafone to create a series of 3D advertisements which could be aired each day during the IPL Season 2. They spent near Rs. 30 million to make these advertisements. The campaign created the buzz both in the traditional media as well as in social networking sites like Face book and Twitter and video sharing website, YouTube. Zoozoos are part of a unique and innovative advertisement strategy aimed at outdoing the strategies of Vodafone’s competitors. By the means of ZooZoo, Vodafone has tried to represent an image of the urban common man who is the main drive force behind the increased usage of telecom VAS services in the tele-communication industry. Through ZooZoo characters they have tried to showcase how the various offers by Vodafone can be useful for an urban common man. What Vodafone did was they projected the usage of their VAS services through various advertisements based on different themes as per the product (VAS) that they were offering. The various services offered by Vodafone such as chota recharge, group SMS service, busy alert service, fashion tips, recharge anywhere, bhakti songs, stock alert, voice SMS etc were shown to the viewers not by normal advertisement ways but through some funny catchy ZooZoo ads which were successful in immediately drawing the attention of urban population including all age groups. Each of the advertisement was specific to one particular VAS service revolved around the same to make the customer understand the service. Because of the uniqueness attractiveness of these Zoozoos, Vodafone was able to draw the attention of the audiences quickly towards these ads which became soon very popular thus the VAS offered by Vodafone. The success of ZooZoo is the success of minimalism and simplicity. As a part of a unique and innovative advertisement strategy which was being tried for the first time in India, the ZooZoo also generated tremendous mass appeal through the internet. The ZooZoo campaign has been able to generate a lot of curiosity among the viewers. The fan club of ZooZoo touched to several million and various interactive quizzes came up in these days as evident in the wallpapers and screensavers in the cell phones. All these transformed into a great viral marketing event. Another important advantage is that it involves very low cost in the implementation of the ZooZoo campaign and this amount as compared with the benefits it generated was infinitesimal. There is no celebrity required as a brand ambassador, unlike the campaigns being run by its competitors like Airtel and Idea, which resulted in a dual advantage. ZooZoo advertisements helped Vodafone increase its customer base by 3.8 % in the 1st quarter of 2010. The reason behind the Zoozoos becoming so famous is its familiarity with the cartoons which people used to watch as kids and invokes pleasant memories and fantastical world people used to live as children. It also does not produce bias of any kind (class, creed, religion etc) and hence this advertising strategy of Vodafone has been able to capture the imagination of millions across the country. The ad campaigns have given Vodafone a new look that will go a long way in further improving its brand image. The commercials have hit the Indian market like storm and will now probably go into history as one of the most brilliant advertising idea for the industry and the results it achieved are instructive for marketers and advertising agencies. Vodafone has benefited immensely from this campaign as the Zoozoos have become a brand in themselves. The creativity in the advertisement campaign caught the attention and fancy of the consumers, aroused curiosity, told stories and made people retell the story. In their remarks about the brand, the campaign achieved a remarkable success. We are all familiar with the standard measures of advertising effectiveness memorability, message comprehension, persuasion and likeability. However, getting people to talk and discuss the advertising gives it a multiplier effect that helps to reach and impact more people than before. As the media gets more cluttered and expensive and viewers get cynical about the message, there is a need for advertising to be spoken about to make the brand and it’s messaging more impactful. It is not just traditional 360 degrees integrated communication by using multiple media to bombard the consumers with the message. Rather effective advertisement is all about developing creative content that naturally lends itself into being talked about and thus gets present in multiple media. CREATIVE ADVERTISING IN DIGITAL WORLD As consumers spend more time online, they have more control over traditional advertising vehicles, and chose to create and share their own content. As a result, some advertisers are evolving to a confluence culture where traditional methods of work must adapt to embrace the new reality of interactive content, emerging media, and production/consumption methods. Confluence culture thus suggests that agencies as units and the advertising profession as a whole face numerous challenges to their traditional ways of operation as they grow and morph and react to cultural shifts, particularly when it comes to creativity and ideas. Interactive creativity is built around engagement, and it recognizes that people are inherently social and look to create and maintain relations not only with other people but also with brands. Brand stories, both in traditional media and online, provide ways for advertisers to engage consumers more deeply with their brands. An engagement perspective changes the view of a brand from a transactional perspective, in which a brand addresses a transient need, to an interactional perspective, by which the brand story becomes part of a persons own story about him or herself. The act of consuming media online has become synonymous with the act of producing media. Many online users are not content with accessing and viewing or listening to content from established sources; rather, they want to interact with message content by adding to it or repurposing it for new and different uses. Some traditionally closed models of information distribution (e.g., Web pages) therefore have given way to new, open models. These new systems, including the social media sites Facebook, MySpace, and YouTube, enable consumers to distribute content that they create. Interactive creativity therefore involves providing consumers with the tools they need to be creative themselves. To promote its new line of coffees, McDonalds developed a site where visitors could create their own coffee ring snowflakes. On the CNN site, consumers can select news headlines to make into t-shirts, branded with the CNN logo. In each of these settings, the brand becomes the base for the creative product, and the time spent on the sites during the creation process allows brand registration to occur. Participation suggests that brand stories actually are created and disseminated in a partnership between advertiser and consumer. Leaders in the confluence culture will be those creative strategists who have an understanding of all aspects of the advertising process and use creative skills to solve brand problems. These individuals-nimble, digital, and prepared for new challenges will be able to consider the stories people tell, craft resonant brand narratives, and help clients use these stories to connect people to brands in new and exciting ways. Agencies embracing the creative strategist approach will be poised to provide outstanding messages for clients, protect against economic downturns as clients embrace the value of such messages, and find even more innovative ways to communicate. CONCLUSION Creative Advertising comes with its own set of challenges, particularly when it comes to harnessing the power of creativity so that the message gets conveyed in an appropriate manner keeping the holistic vision of the brand into context. The real success of an ad campaign for its creativity can be measured by evaluating the sophistication level of below parameters: * Time and Space consumed * Superiority over competition * Distinguish Products * Influence customers * Was it Eye Catchy * Relate with the Values of Target Audiences Advertising is an exciting field and the industry is constantly changing to provide new challenges and creative problems to solve. The true test of creativity is the ability to adapt to change, and consistently find new and original solutions. Advertising is likely to play a crucial role in marketing products and services for the foreseeable future, but the opportunities offered by new technology and media provide a much broader canvas for advertisers and creative teams. REFERENCES 1. Marketing Management – Kotler, Keller, Koshy, Jha 2. Advertising in Rural India: Language, Marketing Communication, and Consumerism Bhatia 3. What is Advertising? Advertising Society Review 6, no. 3 (2005) 4. The fundamentals of Creative Advertising by Ken Burtenshaw, Nick Mahon Caronine Banfot 5. Inclusive Branding by Klaus Schmidt Chris Ludlon. 6. Zenith International Journal of Business Economics Research 7. Rediff.com Business – The Magic of the Zoozoos 8. Wikipedia – Creative Strategies

Squash Agility In Season Training Physical Education Essay

Squash Agility In Season Training Physical Education Essay Introduction Squash is a sport which is played by 2 individuals and sometimes played in doubles. The game is played in a 4 walled court sometimes made of glass, and uses a hollow rubber ball, which can be changed depending on the skill level of the player and the colour dot used/ ball type. Squash is a high intensity fitness sport and is not for the faint hearted, this sport places high demands on the energy systems of the body namely the aerobic and anaerobic systems. As squash is a sport which involves the movement of the entire body it is import to condition the body in order to produce the best results. Squash not only relies on the energy systems, but the players ability to reach any part of the court at any given time to play the ball, then get back to the T which is the most dominant position on the court, this is because from the T to any position on the court is shortest distance covered and thus you would have the upper hand against your opponent. Other demands are also placed on the pl ayers such as the ability to change direction quickly while maintaining dynamic balance; this is otherwise known as agility. Agility is very import in squash, in fact without it squash would be next to impossible, the more agile an individual the more likely them being able to retrieve a ball anywhere on the court at any given time. In order to be a successful squash player you need to have a varied training program, variety is the best way in order to improve as the body is placed under stress continually and never gets time to adapt. Us as humans have the ability to adapt quickly thus the muscles and training methods need to follow this trend, sticking to the same training trend will lead to a plateau and will decrease training performance as well as match performance, as said earlier. Agility is an important part of squash and in this assignment I plan to approach it in a way in which an in season training program will produce the best results for a squash player, finding the right balance between all the aspects that make up the game is key. Agility is made up of four main components and they are balance; the ability of the squash player to maintain balance while moving in any direction; speed, the ability of the squash player to move any part of their body at any given time quickly; strength, the ability of the muscles or the muscle groups to overcome the resistance applied to them and finally co-ordination, the ability to control the movement of the body in co-operation with the bodys sensory functions, an example of this would be using the racket to hit the ball while running in a sideways direction. All of these four aspects can be improved by developing weekly training programs which incorporate drills that are effective and efficient enough to produce the required results depending on the season training which in the case of this assignment is an In season agility training approach. Chapter 2: Physiology Energy Systems During physical fitness training for squash we train and recruit the two energy systems because squash is considered as a whole body activity, squash is a sport that demands a high levels of aerobic fitness as well anaerobic endurance, anaerobic endurance can be sub-divided as follows: Short anaerobic less than 25 seconds (mainly alactic) Medium anaerobic 25 seconds to 60 seconds (mainly lactic) Long anaerobic 60 seconds to 120 seconds (lactic +aerobic) These energy systems are crucial in the athletes ability to perform during high intensity matches, as well as weekly training program developed to improve overall fitness. During exercise the energy for muscular contractions is provided by these energy systems, which are the Aerobic and Anaerobic systems. Aerobic Energy System The term aerobic means in the presence or with oxygen, how it works is that the aerobic energy systems uses oxygen to produce energy, from the metabolic breakdown of fats as well as carbohydrates. The aerobic energy system is located in the mitochondria of the cell muscle fibre itself. These mitochondria are cellular energy factories if to say that are designed to make metabolism more effective and efficient and thus in turn synthesize or breakdown carbohydrates and fats as stated before to produce energy in the form of ATP. Energy cannot be created or destroyed but merely transformed from one form to another, thus the energy from the oxygen present is used to transform carbohydrates and fats into ATP. ATP or otherwise known as Adenosine Triphosphate is a nucleotide which is derived from adenosine that occurs in muscle tissue. ATP is the major source of energy for cellular reactions, and is thus a very important compound in terms of human survival. During the metabolic breakdown of carbohydrates and fats in the presence of oxygen in the aerobic system, the process yields 36 units of ATP which is said to be very efficient; this process is known as the Krebs Cycle. During training for squash or during squash matches the aerobic energy pathways utilize energy sources to provide the ATP required for specific muscle groups to contract effectively over long periods of time. These energy pathways are more efficient than the anaerobic pathways, as they get more energy from each molecule of glucose that is synthesized. In aerobic energy system , endurance trained muscle contains more intramuscular fat and highly trained endurance muscles are better suited to use fat as an energy source during exercise. Although this is only true to an extent, due to the fact that fat requires large amounts of oxygen for it to be synthesized efficiently, during high intensity exercise oxygen becomes limited and the burning of this fat is not viable, so the body has to look for other forms of energy to keep producing the muscular contractions required to perform the exercise. Fibre type In the aerobic energy system there are fibres in the muscle which are specific to this system and these fibres are known as slow twitch fibres. These slow twitch fibres generate energy for ATP re-synthesis by means of a long term system of aerobic energy transfer. They tend to have a low activity level of ATPase, a slower speed of contraction with a less well developed glycolytic capacity. They contain large and numerous mitochondria and with the high levels of myoglobin that gives them a red pigmentation. They have been demonstrated to have high concentration of mitochondrial enzymes, thus they are fatigue resistant. In the aerobic energy system you have two types of main fibres and they are: Type I Red fibres Slow oxidative fibres (also called slow twitch or fatigue resistant fibres). These fibres allow squash players to partake in long intense games which can last for over an hour, thus providing aerobic endurance to these players. Their production is utilized after about 90 seconds of any given activity, thus after the anaerobic energy systems resources have been fully utilized These fibres Contain: Large amounts of myoglobin present. Many mitochondria. Many blood capillaries. Generate ATP by the aerobic system, hence the term oxidative fibres. Split ATP at a slow rate. Slow contraction velocity. Resistant to fatigue. Found in large numbers in postural muscles. Needed for aerobic activities, or long rallies in a squash match which can last a few minutes over the time that the anaerobic system can provide energy for(90 seconds or longer), thus revealing why these fibres are known for endurance. Type II a Red fibres Fast oxidative (also called fast twitch A or semi fatigue resistant fibres). These fibres Contain: Large amounts of Myoglobin. Many mitochondria. Many blood capillaries. A High capacity for generating ATP by oxidation. Split ATP at a very rapid rate and, hence, high contraction velocity. Resistant to fatigue but not as much as slow oxidative fibres. Needed for the transition between the anaerobic phase and aerobic phase, utilized between 25 and 89 seconds (so after the type II B fibres are fatigued, and before the type I fibres become utilized) Anaerobic Energy System The anaerobic system derives its energy from the breakdown of carbohydrates without the need of oxygen (or due to the lack of oxygen present in the metabolic pathways) to synthesize the reactions taking place hence the term anaerobic meaning no oxygen present or lack of it. The anaerobic system provides an athlete with the energy we require at the start of an exercise with the initial increase in pace for example. This energy source however is not sufficient enough to last for long periods of time through the exercise and soon as this initial energy is expended the aerobic energy system takes over as the primary ATP provider for the sport specific muscular contractions. The anaerobic system is limited and very inefficient; thus it is said to waste vast amounts of expended energy in the process. This system relies on the breakdown of stored compounds in order to produce the energy required upon request. These energy compounds are very high in energy and are often in limited supply in the human body, thus explaining as to why anaerobic effort is very intense and can only be sustained for brief periods at any given time. The energy system also makes use of stored glycogen in the muscle, this glycogen when synthesized only produces a small amount of ATP, one of the down sides of this is the metabolic waste product called lactic acid, this process of the breakdown of glycogen to lactic acid is known as anaerobic glycolysis and is one of the two ways of deriving energy in this type of system the other form of attaining this energy is known as short term energy supply in which ATP stores are briefly broken down. In the short term energy supply ATP is split into ADP (Adenosine Diphosphate) releasing the energy required for muscle contraction this way or means of attaining energy is very brief and once this supply is drained the body resorts to anaerobic glycolysis. Anaerobic glycolysis is a term which is used for the nonoxidative breakdown of glycogen found in the muscles. Glycogen is a clump if to say of stored glucose molecules located in the muscles themselves. This form of attaining energy for muscular contraction on tap comes at a cost, as stated earlier on; it is very inefficient and wastes energy, for every glucose molecule broken down this process only yields 3 units of ATP and as a result gives lactic acid off as a by product as stated earlier . Fibre type A fast twitch fibre is one in which the myosin can split ATP very quickly and is associated with the anaerobic energy system. Fast twitch fibres also demonstrate a higher capability for electrochemical transmission of action potentials and a rapid level of calcium release and uptake by the sarcoplasmic reticulum. The fast twitch fibres rely on a well developed, short term, glycolytic system for energy transfer and can contract and develop tension at 2-3 times the rate of slow twitch fibres. Type II b White Fast glycolytic (also called fast twitch B or easy fatigable fibres). These fibres Contain: Low myoglobin content. Few mitochondria. Few blood capillaries. Large amount of glycogen. Split ATP very quickly. Fatigue easily. Needed for squash in short sprints to different parts of the court, and explosiveness, Type 2B fibres are utilized from 0 to 24 seconds, but this time is also dependant on the intensity of the sprint (i.e. if the intensity increases the time will decrease). Lactic acid Lactic acid is produced during anaerobic effort, mainly from a process mentioned earlier called anaerobic glycolysis, or when the oxygen supply is limited on demand. Lactic acid accumulates in the muscle and affects the ability of that muscle to perform at its full potential thus fatiguing it if to say. Lactic acid changes the ph in the muscle fibre itself, therefore reducing the overall enzyme activity and ATP production in the aerobic pathways spoken about earlier. Lactic acid is also said to reduce the contractile force of each individual muscle fibre. After exercise this lactic acid accumulation disappears quickly, as the body has its systems which remove this by product, if one were to engage in an active recovery it would also increase the removal time of lactic acid in the muscles. By squash players training their aerobic system more efficiently it helps to preserve the anaerobic system. It also reduces the recovery time of the anaerobic pathways and removal of lactic acid and its conversion back into pyruvate molecules, which could then be utilized by the aerobic pathways. Lactate Lactate simply put is a salt formed from lactic acid, this occurs when the acid rapidly loses it hydrogen ions and these ions combine with sodium and even sometimes potassium to form a compound known as lactate. Lactate threshold Lactate threshold is known to represent a transition zone that involves increasing dependence on anaerobic energy pathways. Lactate threshold basically defines ones bodys ability to clear lactic acid from the muscle as well as blood more rapidly and the transition zone that involves increasing lactate production resulting from the overall recruitment of fast glycolytic muscle fibres. Sharkey, Gaskill (2006) Chapter 3: Training Program This assignment aims at producing an effective and efficient 4 week agility In-season training program. The term In-Season refers to the peak performance period, during this period training for squash with regards to all the fitness components continues with a high intensity to maintain all the aspects as spoken earlier that squash players require, such as the four components of agility, but there is an overall reduction in total training volume so that players do not fatigue and can be at the peak level of performance for when they really need it which is during match time. Agility Drills Lateral Change of Direction Requirements: Flat surface of the squash court Three cones Stop watch Assistant How to conduct the drill: Place the first cone on the half court line, place the second to the right close to the wall and the other close to the wall on the left hand side (The top of the T on the squash court) as seen in the diagram below: The squash player starts at the middle cone (where the vertical line meets the horizontal line forming the T) The Coach gives the signal to start and points in a specific direction, right or left The player moves to and touches the first cone, returns past the middle cone (start) to the far cone and touches that one and then returns to the middle cone, touching that one. The coach starts the stopwatch on giving the Go command and stops the watch when the athlete touches the middle cone. The better of the two trails in each starting direction, right and left, are recorded and the best score in each direction is used for scoring. T-Drill Requirements: Flat surface of the squash court Four cones Stop watch Assistant How to conduct the drill: Set out four cones as illustrated in the diagram above (With B being the cone at the centre of the T on the court). The subject starts at cone A. On the command of the timer, the subject sprints to cone B and touches the base of the cone with their right hand. They then turn left and shuffle sideways to cone C, and also touches its base, this time with their left hand. Then shuffling sideways to the right to cone D and touching the base with the right hand. They then shuffle back to cone B touching with the left hand, and run backwards to cone A. The stopwatch is stopped as they pass cone A. Illinois Agility Drill Requirements: Flat surface of the squash court Eight cones Stop watch Assistant How to conduct the drill: Set the squash court up as shown in the above picture. The length of the course is 10 meters and the width (distance between the start and finish points) is 5 meters. Four cones are used to mark the start, finish and the two turning points. Another four cones are placed down the centre an equal distance apart. Each cone in the centre is spaced 3.3 meters apart. Subjects should lie on their front (head to the start line) and hands by their shoulders. On the Go command the stopwatch is started, and the athlete gets up as quickly as possible and runs around the course in the direction indicated, without knocking the cones over, to the finish line, at which the timing is stopped. Box Drill Requirements: Flat surface of the squash court Four cones Stop watch Assistant How to conduct the drill: Four marker cones are placed 10 yards apart in a square configuration (see diagram above). The player starts by getting down in a three-point stance next to Cone 1. On the command Go, he sprints to cone 2, and then shuffles sideways to cone 3. From there you back-pedal to cone 4 and finish by turning and sprinting through and finishing at cone 1. The athlete must go around the outside of each cone. Agility Compass Drill Requirements: Flat surface of the squash court Five cones Stop watch Assistant How to conduct the drill: The cones are laid out as per the diagram (on the squash court), with four marker cones placed in a diamond shape, and one in the middle (placed on the centre of the T). The outer cones are each placed 3 meters from the centre. The player crouches behind and with their left hand on the middle cone, facing forwards (towards cone 5). The player then turns and runs to the right and touches the cone (2) with their hand. They then turn back and run to the centre cone, out to the next cone (3), back to the centre, out to the next cone (4), back to the centre and then finally turn and finish by running through the finish line at cone 5. The player is required to touch the cone with their hand at each turn. Timing starts when the hand comes off the centre cone, and stops when the chest passes through the line of the final cone. Rest for three minutes, then repeat the drill, moving in the opposite direction (counter clockwise, cones in order 1-4-3-2-5) Zig Zag Agility Drill Requirements: Flat surface of the squash court Five cones Stop watch Assistant 4 3 2 1 C How to conduct the drill: Place one cone at the centre of the T of the court , then place one cone in each corner of the court allowing enough space for the player to run around it (See above diagram).This drill requires the player to run a course in the shortest possible time. A standard Zig Zag course is with four cones placed on the corners of a rectangle formed by the court, with one more cone placed in the centre. If the cones are labelled 1(start/finish cone) to 4 around the rectangle going along the longer side first, and the centre cone is C, the test begins at 1, then to C, 2, 3, C, 4, then back to 1. Court Sprints Agility Drill Requirements: Flat surface of the squash court Four cones Stop watch Assistant C B A Starting /finished Position How to conduct the drill: Place the starting cone at the middle of the T on the court; place another cone directly in front of it by the tin board (Cone A in the diagram above), place another cone (Cone B in diagram) in the corner of the left hand service area, place the final cone (Cone C in the diagram) at the back wall of the court. The player must start at the starting position, as seen on the diagram, upon the word go the stopwatch is started, the player sprints to the wall, upon reaching cone the player remains facing in the forward direction for the entire drill, and then back tracks to the starting position, player then sprints to cone A, back tracks to cone B, sprints to cone A, back tracks to cone c, the sprints to the finishing/Starting position again. This drill must be completed in the fastest time possible with maximal intensity. Figure 8 sprinting Drill Requirements: Flat surface of the squash court Five cones Stop watch Assistant How to conduct the drill: This agility drill involves very short bursts of speed followed by sudden changes in direction and is one of the best in simulating the movements on a squash court. From the start position, the athlete will sprint to the centre cone (which is placed on the centre of the T), go around it and then sprint to cone 2 (placed near to the right wall of the court). This is repeated for all 4 cones rounding the centre cone after each outside cone until the player returns to the starting position (See above Diagram). 6 Point Agility Drill Requirements: Flat surface of the squash court Six cones Stop watch Assistant How to conduct the drill: They key with this drill is that is involves multiple directional changes. Sprint to cone 1 and return Sprint to cone 2 and return Sprint to cone 3 Side-step from cone 3 to cone 4 Side-step from cone 4 to cone 5 Side-step from cone 5 to cone 3 Back peddle from cone 3 back to the starting position Double T-Drill Requirements: Flat surface of the squash court Seven cones Stop watch Assistant How to conduct the drill: Place one cone on the T, this is your centre cone, place one cone to the far right close to the wall in line with the cone on the T, do this on the other side as well. Now place another cone toward the back wall in line with the middle cone. Now place a second row of cones in line with those at the top of the T towards the front wall giving the player enough space to move. (See Above Diagram) This drill is similar to the T drill, there is just another row of cones, the drill is conducted in the same way as the T drill, just adding on an extra row once the player has completed the extra row they must back pedal all the way to the start/finish (Black arrows, then blue arrows, then finally the red arrows) Star Drill Requirements: Flat surface of the squash court Seven cones Stop watch Assistant G C F D E B A How to conduct the drill: Set court up as shown in the following diagram above. Player starts at A then runs to B, plays a shot, then back tracks back to the T point A on the diagram. Player then runs to point C, plays a shot then back tracks back to A again; however for cones F and G its a sprint there and shot played then side step back to the T. Player completes drill in cone order, upon reaching cone D player side steps, plays a shot, then side steps back to point A again, same applies for cone E. This exercise is done as quickly as possible. 4 Week In-Season Agility Program Before each daily Agility training session be sure to engage in a Squash specific dynamic warm up exercises, and upon completing the daily program be sure to engage in a cool down, including static stretches to conserve and increase muscle flexibility. For every agility drill, start in the ready position: feet shoulder-width apart; ankles, knees, and hips flexed in a quarter-squat position; head and shoulders slightly forward with hips and ankles in a straight line. Keep knees and hips flexed and your centre of gravity over the feet. The body cannot move quickly when it is standing straight up. From this position, you are ready to move in any direction and can hold this position if bumped from any angle. This ready position is the most efficient position for moving and reacting. For each training session, please refer to section of Agility Drills, to attain the layout of the drill as well as drill description and execution. Week 1 Day: 1 Agility Drill: Lateral Change of direction Variation: Place rubber band from one ankle to the other, to encourage side stepping movement Intensity: High intensity (90% HR Max) Time: 2 minutes non stop Rest Time: 1 minute 30 seconds Repeat: 2 times (Total drill count = 3) Rest for 2 minutes Agility Drill: T-Drill Variation: Timed T drill, player has 1 minute to complete as many Ts as possible, 1 T is counted when player returns to cone A(starting position) Intensity: High intensity (90% HR Max) Time: 1 minute Rest for 2 minutes Agility Drill: Star Drill Variation: (playing a shot while working on agility) as player reaches cone they play a shot before returning back to cone A at the T Intensity: 90% HR Max Time: As fast as possible Repeat: 3 Times Rest period: 90 seconds between drills Day: 2 Agility Drill: Illinois Agility Drill Intensity: High intensity (90% HR Max) Time: Fast as possible Rest Time: 30 seconds between drills Repeat: 3 times Rest for 1 minute Agility Drill: Box Drill Variation: Timed minute, continue drill till time is up Intensity: High intensity (90% HR Max) Time: 1 minute (Timed) Repeat: 3 Times Rest period: 45 seconds between drills Rest for 2 minutes Agility Drill: Double T-Drill Variation: (playing a shot while working on agility) as player reaches cone they play a shot while completing the drill Intensity: 70% HR Max Time: As fast as possible, with respect to intensity Repeat: 3 times Rest period: 30 seconds between drills Week 2 Day: 1 Agility Drill: Court sprints Intensity: High intensity (90% HR Max) Time: Fast as possible Rest Time: 1 minute Repeat: 3 times Rest for 2 minutes Agility Drill: 6 Point Agility Drill Variation: Play a shot upon reaching each cone Intensity: High intensity (80% HR Max) Time: Fast as possible Repeat: 3 Times Rest time: 30 seconds Day: 2 Agility Drill: Agility Compass Drill Variation: Play a shot upon reaching each cone Intensity: High intensity (90% HR Max) Time: Fast as possible Rest Time: 45 seconds between drills Repeat: 3 times Rest for 2 minutes Agility Drill: Zig Zag Drill Variation: Run as far as you can in 1 minute Intensity: High intensity (80% HR Max) Time: 1 minute (Timed) Repeat: 2 Times Rest period: 1 minute 30 seconds between drills Rest for 2 minutes Agility Drill: Figure 8 Sprinting Drill Intensity: 90% HR Max Time: As fast as possible Repeat: 3 times Rest period: 1 minute between drills Week 3 Day: 1 Agility Drill: Lateral Change of direction Intensity: High intensity (90% HR Max) Time: 1 minute non stop Rest Time: 30 seconds Repeat: 2 times (Total drill count = 3) Rest for 2 minutes Agility Drill: T-Drill Variation: Timed T drill, player has 1 minute 30 seconds to complete as many Ts as possible, 1 T is counted when player returns to cone A(starting position) Intensity: High intensity (90% HR Max) Time: 1 minute 30 seconds Rest for 2 minutes Star Drill: Variation: (playing a shot while working on agility) as player reaches cone they play a shot before returning back to cone A at the T Intensity: 90% HR Max Time: As fast as possible Repeat: 3 Times Rest period: 90 seconds between drills Day: 2 Agility Drill: Illinois Agility Drill Intensity: High intensity (90% HR Max) Time: Fast as possible Rest Time: 30 seconds between drills Repeat: 3 times Rest for 1 minute Agility Drill: Box Drill Variation: Timed minute, continue drill till time is up Intensity: High intensity (90% HR Max) Time: 1 minute 30 seconds (Timed) Repeat: 3 Times Rest period: 45 seconds between drills Rest for 2 minutes Agility Drill: Double T-Drill Variation: (playing a shot while working on agility) as player reaches cone they play a shot while completing the drill Intensity: 90% HR Max Time: As fast as possible Repeat: 3 times Rest period: 30 seconds between drills Week 4 Day: 1 Agility Drill: Court sprints Intensity: High intensity (90% HR Max) Time: Fast as possible Rest Time: 1 minute 30 seconds Repeat: 4 times Rest for 2 minutes Agility Drill: 6 Point Agility Drill Variation: Play a shot upon reaching each cone Intensity: High intensity (90% HR Max) Time: Fast as possible Repeat: 4 Times Rest time: 30 seconds Day: 2 Agility Drill: Agility Compass Drill Variation: Play a shot upon reaching each cone Intensity: High intensity (65% HR Max) Time: