Sports media advertising Term Paper Example | Topics and Well Written Essays - 2750 words

Sports media advertising - Term Paper Example This "Sports media advertising" essay outlines the impact of the sport advertisement on our society and our behaviour. Sports have been termed as one major currency and I believe it is because of the major investments that these events are accompanied with. Between 1998 and 2008 for example, various broadcasting houses were able to spend massively to ensure that they got broadcasting rights to Olympic events. This represents the economic value that sporting events and their images possess. Many market players have been for years interested in utilizing sporting events for purposes of promoting their business as evidenced by the massive payments they make to advertising agencies in such events. I can argue that this is because of the appeal that sports advertisement has on people who watch the event whether live or via television. Sports are seen by many in my opinion, to be a true reflection of the modern civilized world. Sporting events have the ability to articulate both local and international cultures while at the same time including various aesthetics. Sports form a unique tool for media advertisers because of their ability to draw large audiences through entertainment. They capture people from different cultures and therefore an ideal tool that can be utilized for purposes of advertising. The manner in which sports are structured also serves as a good ground for advertising. Consumers are attracted to sporting events because of uncertainties in their outcome, rules that govern them and commercial breaks in each event. Sports are a depiction of human drama and this is the justification of their popularity amongst people. They appeal to many because originally, some sporting events were reported in the news and that is where they originated. The increase in media complexity has therefore impacted on the way most businesses seek to advertise during sporting events. Sports fans form a larger part of audience that I believe is an idiosyncratic kind of consumers that is targeted by many consumers (Max, 2005). The way fans are loyal to their teams taking part in the sporting event is therefore a clear reflection of how a consumer can be tied to a commodity. In addition, major sporting events throughout the year form part of a fans emotional calendar and this is mostly utilized by business personalities in ensuring that they reach their consumers. Fans have a tendency of making a follow up of their team’s performance whether winning or losing. Apart from their loyalty, most fans in a sporting even t are normally a huge audience that is diverse. They are therefore a recipient of all types of advertisers because of the diversity that they carry with them into the event. The other advantage that sports advertising carries with it is the ability to easily categorize the fans into various sections depending on what they can be able to consume. In line with this, fans in any given sporting event that is targeted by business people can be categorized into their level of education and the income that they earn. People who are educated can participate in a sporting event and thereafter come out with the spillover effect of advertisement, which has an added advantage to business people in the long run. This has been popularly termed as direct sports consumption whereby fans have a tendency to consume something because it was advertised during the time when the sporting event was on. Sports media advertisement is also seen as advantageous because the rate or frequency at which each even t is repeated helps in creating

How does Generation Gap affect the society in the United States Term Paper

How does Generation Gap affect the society in the United States - Term Paper Example Isolation of the younger generation from societal activities is a major impact of the generational gap in the U.S. the current century has changed the ideologies of the young and the youth unlike in the previous centuries. Technology advancements, research, and personal autonomy differentiate the ideals and methods of the young from the old (Gardner et al, 2008). The adult take upon this disparity to self-impose habits and practices to the young. Due to the gap created, the young feel compelled to rebel against the old that do not understand. This consequentially has led to isolation and other psychological disorders that leave the young prone to societal ills such as crimes, suicide and engagement in drugs. The existence of a generational gap in the American society has led to the over-reliance of the old in important institutional positions in the societal set up. The older generation tends to be inclined to the ideologies of the young, while the former think they are always right in any capacity thinking. Political positions, important religious and educational positions are allocated to older people. Incidences of allocating the young with such positions to sharp their experience in societal responsibility are shunned away with the notion that they cannot get things done accordingly. In the event of providing the young with opportunities, the older generation individuals marginalize. The youth in the American society had been set back from the older generation from their fear of disappointment. Until recently, the youth are now compelled by the current contemporary times to come out of the older generations’ ‘shadows’ (Connerney, 2009). The young people are curre ntly inventing influential positions in the society, thereby creating positions for the older generation to. An example is Mark Zuckerberg, the C.E.O of

Anything on a proposal arugment Essay Example | Topics and Well Written Essays - 750 words

Anything on a proposal arugment - Essay Example I consider this as a major social problem which must be taken care of in a serious way. This paper will follow the structure represented in Ramage's book and shall include the following: In general term, we can define child labour as a forced- work where children are put into and through which they get exploited in many ways. Children are forced to work in any place regardless of the suffering they meet. The problem of child labour is more in the developing countries like India and so on. We can say that the main cause for child labour is poverty, but it is not only this because we can see that innumerable poor children are getting educated. So, the responsibility goes to the family also. Many out there from the poor background are not aware of the problem at all. They do not know the damage it brings to the future of their children. Engaging children for work is a serious offence, but no one seems to take notice of it. Child labour spoils the educational growth of the child and always keep him out of the fast-developing and competitive society. A child labour does not face the world in a proper way; he will not develop a proper character or behavior. Here is an est imation of child labourers in the year 2002 by International Labour Organisation. According to it of about 246 million child workers aged 5 and 17 were involved in child labour, of which 171 million were involved in work that by its nature is hazardous to their safety, physical or mental health, and moral development. Moreover, some 8.4 million children were engaged in so-called 'unconditional' worst forms of child labor, which include forced and bonded labor, the use of children in armed conflict, trafficking in children and commercial sexual exploitation. We cannot say that the problem of child labour has been decreased totally. This is a continuing problem which has been not properly considered by the government authorities. Effective measures have to be taken to eliminate child labour. According to the "Roots of Child Labor" in UNICEF's 1997 State of the World's Children Report, the parents of child labourers are often unemployed or underemployed, desperate for secure employment and income. Yet, it is their children - more powerless and paid less - who are offered the jobs. In other words, says UNICEF, children are employed because they are easier to exploit. With this, let us move on to the next part. A SOLUTION TO ELIMINATE CHILD LABOUR Though there are many solutions to overcome this problem, in my opinion it is rightly through providing proper education children can be taken out of child labour. It is not just giving education; my stress would be on making it free for the desperate and deserving section of people. Government should come forward to make it reach throughout the country. Children must be able to receive proper education and the government should also concentrate on providing some help for the family concerned for their survival. In this way, there will not be any problem from the parents' side for the children. If this can be implemented everywhere the risk of child labour will slowly perish and the future of these children can be saved. CONCLUSION In my conclusion, I would like to justify the mentioned solution as an

Wine production and tourism Essay Example | Topics and Well Written Essays - 750 words

Wine production and tourism - Essay Example Focusing on wine tourism as a growing area of business, the researcher laid the background on the premise that, the key to the continued growth and success of wineries in the world's wine producing region is in meeting customer's expectations and wine products attributes.Using an importance performance analysis, the study revealed how well an operation performs with respect to the attributes most important to guests. The study focused on 353 visitors to wineries and used modified SERVQUAL methodology; The study also offers a chance for the Tourists to taste wineries premium products.In recent years, the growth in tourism in the world's wine producing regions has grown rapidly. This has not only attracted the attention of researchers with increasing attention on various aspects of wine tourism, but has attracted the flow of international capital towards this direction. Wine tourism today is widely acknowledged as a growing area of special interest as agued by the researcher.The main p roblem statement of the research is defined within three folds. Firstly the study focused on visitors' perceptions of the service received at the cellar door-that is, at the winery-and the effect of that service on consumer satisfaction, brand loyalty, and long-term behavioral intention. The study addressed further, the issue of customer service in the emerging wine-tourism sector. Thus an important objective of the study is the definition of the concept of wine tourism as it analysed the linkages between wine quality and brand values, as well as the role of a visit to the cellar door in reinforcing these linkages. Another objective of this paper is the identification of the attributes of service quality as they apply to visits to wineries. 1.2 Research Methods and Design In the study, the researcher adopted a largely quantitative approach to identify significant trends among current visitors to wineries. The researcher however, criticized the method as not well suited to exploring the underlying symbolism or meaning of a visit to a winery34 or to gaining a deep understanding of the needs and motivations that lead individuals to visit a winery. Such an approach would form a future avenue of inquiry, and our quantitative survey may indicate questions that could usefully be explored with deeper qualitative research. 1.3 Findings of Research The researcher ran a series of T-tests and evaluated where mean performance scores differed significantly from the mean importance scores. The findings revealed a high degree of colinearity within the results for both the perception and the importance measures. According to the researcher, the result presented true accurate reflections of Visitor's perception when recorded. Results of the study also showed operators in the wineries are marginally underperforming as visitors proofed to be unhappy with the quality of wine offered for tasting, as most premium wines were out of stock and the wine tasting fees were high. The study came out with many exciting findings. The study first of all found out that Operators do seem to be experiencing some difficulty, though, with respect to the relational aspects of the cellar-door experience. This interesting finding reinforced the importance of

Audre Lorde Essay Example for Free

Audre Lorde Essay On page 388 of the class’s anthology there is a work by Audre Lorde entitled â€Å"Power. † What interests me about this work is how Lorde expressed her poem(s) with a meaningful purpose; she expresses and explores pride, love anger, fear, racial and sexual oppression, urban neglect and personal survival. In connection, the question that I want to research is, where does Audre Lorde get her inspiration to write? Audre Lorde a self-styled black, lesbian, warrior, poet; dedicated her life to addressing the injustices of racism, sexism and homophobia. She had a creative talent of confronting these issues through her writing. Audre writes poetry, essays and autobiographies, she has a great impact on American and African-American literature, feminist theory, and gender studies. Audre, whose original name was Audrey Geraldine Lorde; at the age of four she learned how to talk while she learned to read. Audre’s mother taught her to write and during that time Audre dislike the way her name was spelled, she didn’t like the tail of the â€Å"Y’ hanging down below the line, so she would omit it; she loved the evenness of Audre Lorde. This inspired Audre to write a part autobiography and part revisionary myth called Zami: A New Spelling of My Name. I loved the way she opens with a beautiful question of spiritual and intellectual indebtedness, â€Å"To whom do I owe the power behind my voice, what strength I have become, yeasting up like sudden blood from under the bruised skin’s blister? † Zami tells the story of- as Audre said it â€Å"coming out blackened and whole,† in the story she expresses her identity as a fierce black lesbian woman, she talks about becoming a loving woman, a poet, a creator of self-authored words and perceptions. In Lodre’s words â€Å"Zami† is a â€Å"biomythography† which is combining history, biography, and myth. She also focuses on her developing lesbian identity and her response to racism in the white feminist and gay communities, and to sexism and homophobia in the African American community. The elements that make the book so good are its personal honesty and lack of cockiness, characteristics that shine through her writing. When reading about her experiences and her life story she shows an exquisite imagery, she talks about her West Indian heritage and its shows in her pictures and use of words. In Lorde’s poem â€Å"Power† she uses her poetic prose to express her feelings of anger and fury over an unfortunate incident that happened in New York City in the late 1970’s. She expresses her outrage and disgust at a racist society that allowed a child’s death to be buried with no true justice. Growing up in Harlem Lorde understood the difficulties that people encountered when race was involved. In â€Å"Power† it seems like she is trying to use her poetic gift to stand up for these racial injustices and try to make a difference. She wanted to be heard, instead of just using rhetoric and the use of effective writing, it was like she was searching for the â€Å"power† she has as an African-American woman poet, to make people hear and really think about racial injustices. â€Å"Power† is a poem that has two different levels of meanings, literal and nonliteral. Literal because the narrative poem is literally about Clifford Glover, a ten year old African- American boy from Queens who was shot by a Caucasian police officer that was acquitted by a jury. Nonliteral, because it has a more poetic intent; Audre’s reaction and feelings of fury and disgust over that incident. She mixes this racial injustice with her own furious and unsatisfied feelings in this piece. When reading this poem I had to reread it a few times so I could really understand the emotions and meanings in each stanza. The first two stanzas are about Lorde’s feelings and images she sees due to this violent tragedy; she expresses her natural woman instinct that children must come first in a blunt and short poetic verse. The third stanza tells the story of Clifford Glover’s death and the proof of the racial insensitivity displayed by the police officer. The fourth stanza talks about the trial of the officer and the jury that granted him an acquittal. It was a jury made of mostly white men and one African- American woman. The last stanza goes back to Lorde’s feelings about the injustice that the boy received and her fury over it. She shares her thoughts of what awful acts she might perform if she doesn’t use her own power as an African- American woman with a poetic gift to find the difference in poetry and rhetoric. When Lorde heard the verdict she was so furious about the incident she thought she was going to drive her car into a wall, so she had to pull over and jot down her thoughts, which inspired her to write this poem. In conclusion the answer to my question is that Audre Lorde gets her inspiration to write from her personal life experiences, the wrongs that are being done around the world and the injusticeness that occurs till this day in our society. She feels the need to express her thoughts so that other people around can actually open their eyes to see what’s really going on in the world. I like that Lorde wasn’t afraid of what people may have thought about her writing as long as she expressed what she felt was right and honest. Anatol, Gisele Liza. Border Crossings in Audre Lordes Zami: Triangular Linkage of Identity and Desire. MaComere: Journal of the Association of Caribbean Women Writers and Scholars 4 (2001): 130-41. Landy, Alice. The Heath Introduction to Literature sixth Ed. Boston, New York, Houghton Mifflin Company, 2000. Print The Lorde Compendium: Essay, Speeches, and Journals, introduction by Alice Walker, Pandora (London), 1996.

Approaches to Development Communication

Approaches to Development Communication Introduction Development Communication is based on one-way flow of information for the purpose of disseminating information and messages to induce change. Its main intentions can be divided into two different types of applications: (1) communication to inform and (2) communication to persuade. Development Communication uses method of investigation in which a problem is first identified and observations, experiments, or other relevant data are then used to construct or test hypotheses that solves it. ________________________________________________________________________________________ Diffusion of Innovation Approach This concept is given by Everette M Rogers. Mass communication is a two-step flow process. It develops favourable attitudes through the mass media and leads to the adaptation of inter-personal channels, especially opinion leaders. Modernization is taken as a process of diffusion, where individuals move from a traditional way of life to a different, more technically developed way of life. This approach is concerned with the process of diffusion and adoption of innovation in a more systematic and planned way. This diffusion model is a vertical or one-way perspective on communication, and that active involvement in the process of the communication itself will accelerate development. This approach is based on the need assessment of the target groups and helping people to fulfil their needs by adoption of innovation. Communication has to play the role of facilitator in disseminating innovations to the target groups. Development is basically acceptance of change and innovations –ideas, practice and technologies. Facilitating diffusion of innovations is an essential aspect of the development. All innovations need not be new to all people. An innovation refers to an idea perceived as new by an individual. Diffusion is a process by which an innovation spreads from its source of creation to the users or adopters. The essence of the diffusion process is the human interaction, in which one person communicates a new idea to another person. There are four elements in any analysis of the diffusion process: Innovation (any idea considered new by recipient) Communication (the individual to another through certain channels). Social system (among members of society) Time taken (from the stage of innovation to the stage of adoption). Stages in the adoption process: Five distinct stages have been identified by the scholars: Awareness stage – there is broad exposure of the innovation, but the individual does not have sufficient information. He is yet to get motivated either to seek further information or to act upon it or know how it functions (Knowledge). Interest stage – individual shows interest in the new idea, makes an effort to seek additional information. However, the person is still undecided about its application. Person forms a favourable/unfavourable attitude towards innovation (Persuasion). Evaluation stage – The individual mentally applies the innovation to one’s own situation, and then decides whether to try it or not. Person engages in activities that lead to a choice to accept / unaccept the innovation (Decision). Trial stage – individual uses the innovations on a pilot stage (limited scale) to decide about its utility and relevance to one’s own situation. Observation is that people will not adopt an innovation without trying (Implementation). Adoption stage – It is the process through which the individual arrives at the decision to adopt or reject the innovation from the time they first became aware of it. Individual decides to continue the use of innovation. Adoption implies sustained or continuous use (Confirmation). Information Sources and their Relevance at Various Stages of Adoption: While personal communication is face to face contact, whereas impersonal is mediated through mass communication channels – (mass media) Print, Radio, TV and film are most effective in providing various options and alternative choices. They are effective in drawing the attention of the individuals. Hence, the mass communication channels are found to be most important in the evaluation stage of the adoption sources. Inter-personal communication through extension workers, friends and family members can influence behaviour and facilitate transfer of ideas. The mass communication channels seldom effect decisions directly although they influence indirectly. Factors affecting the Rate of Adoption of Innovation: While some of the factors that stimulate and facilitate quick diffusion of innovation are transfer of technologies. Well informed opinion leaders communicate their approval/ disapproval of an innovation based on the innovators experiences to the rest of the social system. Majority respond by rapidly adopting it. The analysis suggests a small point—whether or not opinion leaders vouch for it but some others inhibit adoption: Compatibility- the degree to which an innovation was consistent with existing values and past experiences. Cultural incompatibility – certain social systems do not encourage adoption of innovations. Individuals in such a system are very slow and rigid in accepting new ideas, practices and technologies. The vegetarians show marked resistance in accepting non-vegetarian diet because of change in food habits. New crop varieties which give higher yields and better incomes, have been rejected on the ground of taste, fear of ill-health and unacceptability as food. Thus cultural incompatibility and mismatch with the existing social system are considered to be very strong inhibitors. Classification of adopters: It is based on the rate of adoption and the time lag between initial exposures to final adoption. Innovativeness is defined as the degree to which individual is relatively earlier in adopting new ideas than other members of a system. The personal characteristics and interaction of these groups illuminates the diffusion effect. Diffusion researchers have classified adopters into five categories: Venturesome innovators: These are the most eager members of the society to try new ideas and adopt new practices. They are enterprising and willing to take risks. Usually they belong to the cosmopolite category. Early adopters – These are usually younger, had a higher social status, more favourable financial status, engaged in more specialized operations and were equipped with greater mental abilities. They used the data provided by the innovators in implementation and confirmation of the innovation to make their own adoption decision. If the opinion leaders observe that the innovation has been effective for the innovators, then they will encourage others to adopt. This group earns respect for its judicious well- informed decision making and hence this group is from where most opinion leaders reside. These belong to the local system; they follow the venturesome. These used more mass media. Early majority They become the reference groups for the subsequent late adopters, which constitute the early majority. Late majority – Much of the social system does not have the inclination or capability to acquire information of the most recent innovations. So they trust the opinion leaders, since adoption of opinion leader is a good indicator that innovation is going to be adopted by many also and other members will be encouraged to adopt. Laggards – The laggards are very slow in adoption. They are rigid, traditional, isolate in their social system, hard to be convinced, stick to the old methods and resist change. If they are traditional, they are suspicious of innovations and often interact with others who also have traditional values. If they are isolates, their lack of social interaction decreases their awareness of an innovation’s demonstrated benefits. It takes much longer than average for laggards to adopt innovations. Potential adopters, uncertain about innovation go through a stepwise social process. Well informed opinion leaders communicate their approval-disapproval of an innovation, based on the innovators experiences. Some respond by rapidly adopting. We can judge the importance of opinion leaders. Large subsection of the social system follows the trusted opinion leaders. Those who do not adopt lose status or economic viability. Adoption becomes necessity as implementation results in social, economic benefit and this contextual pressure motivates adoption. Conclusion Diffusion of innovation research established the importance of communication, new ideas and their practice is a crucial component of the modernization process. People change attitudes of those whom they talk to, work with, or interact with. People will adopt an innovation if they believe that it enhances their utility; it determines the extent of change in their normal functioning increases compatibility with habits and values, and has cost-benefit analysis. ________________________________________________________________________________ Localised Approach This approach advocates that information transmitted through media must be locally and functionally relevant to the audience is called localised approach. The development programmes must be local to meet the local needs which vary widely in different regions and sub-regions in a large country like India due to the diversity of climate, cultures and languages. Localised approach would enable communicators to design messages which will be relevant in terms of utility, timeliness, applicability, specificity, etc. The relationship between communication and development can be broadly divided into two types: Macro society level studies (by Wilbur Schramm, Daniel Lerner etc.) gave direct support to the view that a modern mass media system is an important requirement for development. Micro societal level studies argue that information of certain kind generates appetite for new things and new ways of doing things, which ultimately sets the process of development. Benefits of localised approach Localised approach would enable the communicators to design messages which will be relevant in terms of utility, timeliness, applicability, specificity etc. The approach would tailor message for local conditions. The approach can overcome infrastructural difficulties. Such an approach will allow greater involvement and participation of the audience in the communication process. As the needs of people vary widely in different regions and sub-regions. In a large developing country like India, there is diversity of cultures and languages Dos and Don’ts of localized approach: There should be proper need-assessment of the local population. The socio-economic condition of the local people should be kept in mind before designing the message. The geographical and political conditions of a local area bear a lot of significance for message designing and delivery. Preferences should be given to local media and local resource persons for the execution of communication tasks. Conclusion The localised media approach helps to plan messages specially designed for various local groups. This facilitates two way communications by allowing greater involvement and participation of the audience in the communication process. In case of any problem at the local level, the solution is found there and then. Naturally for particular specific situation the solution would also be specific. There cannot be a general approach. This localised approach generally yields a positive result. ________________________________________________________________________________ Magic Multiplier Mass Media is called the magic multiplier as it can multiply the messages and reach a number of people very fast and at one go. Its output does have great potential and modernizing effect. It is their content that is the key to use in development. Mass media are important in spreading awareness of new possibilities and practices, but at the stage where decisions are being made about whether to adopt or not to adopt; personal communication is far more likely to be influential. Therefore, the general conclusion of this line of thought is that mass communication is less likely than personal influence to have a direct effect on social behaviour Wilbur Schramm (1964), in his book ‘Mass Media and National Development’ which was produced for UNESCO became almost a blueprint (programme of action) for development communication. Schramm stated that content is the key to their use in development. Social change of great magnitude can be accomplished when people informed, persuaded, educated. Information must flow at all levels so that they can participate in the acts and decisions of nation building. He also argued that each person would have requirement of information of the work he would undertake, and there being millions of workers would require information of various types. The conventional channel of communication would never be able to meet this demand. Therefore, modern communication technologies would be of great use to meet this demand by multiplying the messages and reaching each and every worker simultaneously. Arguments for Magic Multiplier We need magic multiplier for the following reasons: For social change of great magnitude, people must be informed, educated, motivated and persuaded. Information must flow, not only to them but also from them, so that their needs can be known and they might participate in the acts and decisions of nation-building. As the required amount of information and learning is vast so the targeted population. Work should be organised and skills should be learnt at all levels of society for better utilization of the resources of society. The available channels of communication like inter-personal, group-communication, traditional media are incapable to undertake this task, as this will require a lot of time and resources. For a developing country, its difficult to gather a large pool of resources and wait for such a long time. Mass media with its magical reach can do this job in less time and resources. Analysis of magic multiplier The audit found that the mass media succeeded in reaching a vast majority of population in less time and resources. Mass media as a magic multiplier did a commendable job in spreading awareness but it could not give expected results in persuading and educating the targeted population. It was found that persuasion, motivation and education for/on something is best achieved by close interactions which is possible in inter-personal, group-communications etc. Conclusion Use of latest technologies is required to supply large amounts of information to large number of people at one time and in modern formats. A lot of feedback is required when one uses communication for development; it should never be one way traffic. The users should be able to give feedback to the implementers, as success/failure of the programme could be judged.

The One Minute Manager by Ken Blanchard and Spencer Johnson

The One Minute Manager by Ken Blanchard and Spencer Johnson When a leading American Management consultant (Ken Blanchard) and a psychologist (Spencer Johnson) decided to get together to write a book on management the result could be a learner tome which is incomprehensible to many of those for whom its message is intended. Authors avoid the pitfall and have produced a simple complication of what they have learned how people work best with other people. Contrary to this idea that the age and services are the best possible qualification to manage the people, The One Minute Manager explodes the myth that the ability to manage ones own behavior and attitudes is an essential prerequisite to managing other people. The One Minute Manager provides Managers, an insight on how to be more effective in communication within their teams and with external interests. This book ensures that productivity (Quantity + Quality) of each individual as well as that of the organization increases multi folds if we make an organization people oriented rather than resul t oriented. People will feel good in People Oriented Organizations and ensure the involvement in the product / services they provide. Usefulness to intended audience: This book proved very useful in any area where one has to interact with peoples especially for the administration and H.R department of the any organization as it address the key areas where most of the managers and management of an organization lack. Managing people is a fun and this book provides an opportunity by motivating the intended audience in a very short, simple way to manage people in One Minute with specific examples from daily life. Simple and practical ideas may cause profaned difference on ones management skills. After reading this book one surely gets a chance to become an effective manager by adopting and practicing three secrets of The One Minute Manager. Introduction The Best Minute I Spend Is the One I Invest In People About book The One Minute Manager is one of the best selling business books of all time and still make appearance Amazons list of Best -Selling business books. Very busy people as its target audiences it is designed to be read quickly. This is the symbolic book. The One Minute Managers symbol-a one minute readout from the face of a modern digital watch- is intended to remind each of us to take a minute out of our day to look into the faces of the people whom we manage and to realize that they are our most important resources. An easily-read story, demonstrates three very practical management techniques. As the story unfolds, it discovers why these apparently simple methods work so well with so many people. By the end of this one will also know how to apply them to ones own situation. Authors Dr. Kenneth Blanchard Dr. Kenneth Blanchard Chairman of Blanchard Training and Development, Inc. (BTD), is an internationally known author, educator and consultant/trainer. He is the co-author of the highly acclaimed and most widely used text on leadership and organization behavior, Management of Organization Behavior: Utilizing Human Resources, which is in its fourth edition and has been translated into numerous languages. Dr. Blanchard received his B. A. from Cornell University in Government and Philosophy, an M.A. from Colgate University in Sociology and Counseling and a Ph.D. from Cornell in Administration and Management. In addition, he is a member of the National Training Laboratories (NTL).He has extensive leadership experience as business executive and as a military officer. He has been a hands-on leader in a variety of organizations large and small. Most recently he was a human resources executive for a Fortune 100 company. His book Victory Principles, Leadership Lessons from D-Day illustrates seven bedrock leadership principles that all successful leaders use. He presently serves as a professor of Leadership and Organizational Behavior at University of Massachusetts, Amherst. Books by author Management of Organizational Behavior: Utilizing the human resources (with Paul Hersey). Organizational Change through Effective Leadership: (with Robert H. Guest and Paul Hersey). The family game: a situational approach to effective parenting (with Paul Hersey). Putting the One Minute Manager to Work: (with Robert Lorber, Ph.D.) Dr. Spencer Johnson Dr Spencer Johnson is the Chairman of Candle Communications Corporation, and an active author, publisher, lecturer and communications consultant. He has written more than a dozen books dealing with medicine and psychology, and has over three million copies of his books in print. Dr. Johnsons education includes a degree in psychology from the University of Southern California, an M.D. degree from the Royal College of Surgeons in Ireland, and medical clerkships at Harvard Medical School and the Mayo Clinic. Books by author The one minute father The one minute mother The precious present Who moved my cheese Summary of the book Overall story Authors Ken Blanchard and Spencer Johnson use a parable style story to describe the plight of a young manager who is not having success; however, he hears about a successful manager who is so effective that he has time to spare He wanted to work for one. He wanted to become one. He was beginning to see the full spectrum of how people manage people. But he wasnt always pleased with what he saw. He had spoken with many managers. He saw that some managers are interested in results and some are interested in people. Its like being half a manager, he thought. He might have given up his search long ago, but he had one great advantage. He knew exactly what he was looking for. Effective managers, he thought, manage themselves and the people they work with so that both the organization and the people profit from their presence. Then he began hearing marvelous stories about a special manager who lived, ironically, in a nearby town. The young manager calls him up to find out what he can learn, and the successful One Minute Manager shares with him three secrets to his success. The young man excitedly explores his three secrets and adopts these secrets and himself became famous as One Minute Manager. Key points: In the One Minute Manager, there are three types of managers. Autocratic Manager They are rigid demanding They are decision maker They are only interested in results. They always keep on top of the situation They are hard-nosed, profit minded individuals Their organizations seemed to win while they lose people Democratic Manager They are participative, supportive and nice individuals They want to be more close to their subordinates They give more importance to people than results They are friendly with staff They are trusting nurturing Effective Managers Effective managers, manage themselves and the people they work with so that both the people and the organization profit from their presence. Effective managers believe in that People Who Feel Good about Themselves Produce Good Results. The One Minute Manager doesnt make decisions for others; rather encourage them to take their own decisions. One Minute Manager: One minute manager is an effective manager who value people and take keen interest in the welfare of people or his staff. He doesnt believe in hiring the winners. He believes to train them and make them winners by themselves. He has three secrets of his One Minute Management which he shares with the young man (who came to him). These three secrets are: One Minute Goal setting One Minute Praising One Minute Reprimand The First Secret: ONE MINUTE GOALS Setting The foundation for One Minute Management 80-20 goal-setting rule Behavioral terms (observable, measurable) Versus Complaining (attitudes or feelings) Summary Agree on your goals. Write out each of your goals on a single sheet of paper using less than 250 words 80% of really important results will come from 20% of your goals. So its important to do One Minute Goal Setting on that 20%. Read and re-read each goal, which requires one minute or so each time when ones do it. See what good behavior looks like Take a minute every once in a while out of day to look at your performance, and see whether or not your behavior matches your goal. The Second Secret: One Minute Praising How to handle when people do well Try to catch them doing something right Crystal-clear feedback; Tell precisely what was right Close contact Habit: To catch yourself doing things right People who feel good about themselves produce good results Summary Tell people right from the start that you are going to let them know how they are doing. Praise people immediately. Dont wait for the praise discussion to praise them Tell people what they did right, be specific Tell people how good you feel about what they did right, and how it helps the organization and the other people who work there. Stop for a moment of silence to let them feel how good you feel. Encourage them to do more of the same Shake hands or touch people in a way that makes it clear that you support their success in the organization. The Third Secret: One Minute Reprimands How to handle when people make mistakes Reprimand as soon as something wrong is done Specify exactly what was wrong Dont attack anyone as a person Be consistent Summary: Two parts of one minute reprimand: The first half of the reprimand The second half of the reprimand The first half of the reprimand Reprimand people immediately Tell people what they did wrong be specific. Tell people how you feel about what they did wrong and in no uncertain terms. Stop for a few seconds of uncomfortable silence to let them feel how you feel The second half of the reprimand: Shake hands, or touch them in a way that lets them know your are honest on their side. Remind them how much you value them. Reaffirm that you think well of them but not of their performance in this situation Realize that when the reprimand is over, its over. Overall Game Plan of One Minute Manager: Analysis of Book The One Minute Manager: Its very important to analyze that how the content of this book is affecting the different aspects of intended audience. So in the analysis, focus will be on the good points of the content of the book. After knowing the three secrets of One Minute Manager its important to know how these secrets work and benefited the managers and everyone who manages the peoples. The One Minute Manager doesnt mean that One should do all work in One minute. This is allegory use for quick and clear response to people about their behavior. As a manager you have only three choices. First: You can hire winners, they are hard to find. For winners One Minute Goal Setting is enough for productive behavior. Because they are experts of their fields and they try to achieve according to their abilities. Second: If you cant hire the winners, hire someone who has potential of winners. For the people who have potential to win, One Minute praising is enough, as you praise them they get more motivated and feel good with themselves and next time they try to do it better. By doing one minute praising they become winners. Third: If you cant do above two choices, then you have only one choice, prayer. Why One Minute Goals Work: Every one is a potential winner Some People are disguised as Losers; dont let their Appearance fool you The pinball game Explanation: The One Minute Goal Setting work because of all the people in any organization is willing and motivated to do some thing and they become more motivated after work. Nobody ever work for anybody else. For example, if you are on the playing field and you are striking the ball to the pins. And when you strike, you started screaming and get more motivated to strike again. This is the same as we do the One Minute Goal Setting. When you know, what are you going to do and how then you are more confident about your task. And you are motivated to do it again until you become expert in striking the pins. You can analyze yourself by reviewing your goals. When you assume that people know whats expected from them, you are creating confusion and over-rating them. This happened all the time in our daily life, in our relations and doing our daily work routines. So One Minute Goal Setting is very important step in becoming the One Minute Manager. And when you feel that your performance is not up-to- the mark, go back to your goals and again spend One Minute to set your goal again. Why One Minute Praising Work: Feedback is the Breakfast of Champions People will go so far for money, however will go the Extra mile for praise and recognition Sea aquarium shows a huge whale jumping over a rope which is high above the water. Explanation: When the trainers captured the whale, the whale knew nothing about jumping over ropes. So when they began to train the whale in the large pool, they started the rope from the bottom of the pool. Every time the whale swam over the rope-which was every time he swam past-whale got fed. Soon, trainers raised the rope a little. If the whale swam under the rope, he didnt get fed during training. Whenever he swam over the rope, he got fed. So after a while the whale started swimming over the rope all of the time. Then they started raising the rope a little higher. But the question is why they raise the rope. Because they are clear on the goal: to have the whale jump high out of the water and over the rope. Over a time they keep on raising the rope until they finally get it to the surface of the water. Now the great whale knows that in order to get fed, he has to jump partially out of the water and over the rope. As soon as that goal is reached, they can start raising the rope h igher and higher out of the water. So for whales, to get food is One Minute Praising. And by jumping again and again the whale become expert for high dive. Catch freshers doing things right and slowly raise their bar This example illustrates that the most important thing in training someone to become a winner is to catch them doing something right. Slowly, you keep moving them towards the desired behavior. It can be done with childrens and as well as with new staff. Why One Minute Reprimands Work: We are not just our behaviors We are the persons managing our behaviors Monthly feedback Explanation: The feedback as One Minute Reprimand is very important. That is, you get to the individual as soon as you observe the misbehavior or your data information system tips you off. It is not appropriate to save up negative feelings about someones poor performance. The fact that the feedback is so immediate is an important lesson in why the One Minute Reprimand works so well. Most managers are gunnysack discipliners. That is, they store up observations of poor behavior and then some day when performance review comes or they are angry in general because the sack is so full, they charge in and dump everything on the table. They tell people all the things they have done wrong for the last few weeks or months or more. went on, and then the manager and subordinate usually end up yelling at each other about the facts or simply keeping quiet and resenting each other. The person receiving the feedback doesnt really hear what he or she has done wrong. After genuine reprimand a centric praise is needed So, One Minute Reprimand is very important because they are chances of improvement in their performances or people. The purpose of One Minute reprimand is to ensure the people that you want to eliminate the wrong behavior and keep the person. When the peoples know their value in an organization, they give their best to that organization and dont repeat the same behavior again. Reaffirm that you think well of them but not of their performance in this situation. Your intent is to get them back on course, not to try to make them feel badly. Behaviors are not important what is really important is the person managing their own behavior. To becoming One Minute Manager you have to be Tough and Nice manager rather than Nice and Tough manager Discussion: Now-days it is wrong with the most organizations that their people do not produce-either quality or quantity. And the main reason of this poor performance is simply because the peoples are not managed properly. The feeling of importance, psychologically satisfy peoples and motivates them to give the best. This One Minute Manager is very much similar to the theory of behaviorism (psychology), in which main focus on the change in the behaviors by setting task, praising the good and punishing/pointing the wrong behaviors. The One Minute Manager may help you to go beyond for better results, you will have to learn and use other beneficial habits as well. These are simple and easy-to-use basic management skills; however, many managers dont use them. Like any other skill, it takes practice in the beginning. Once you use these skills, then they will become second nature. If you are not using the One Minute Managers secrets, try them out and see how you can make them work for yourself and your team. If you do them well, you too can become an effective One Minute Manager. The One Minute Manager is a remarkably simple system to learn and apply and will help you improve employee performance. The One Minute Manager is a happy manager because of following reasons: Peace of Mind Reduce Stress Levels Increase Productivity Criticism of the Book One Minute Manager and Change: The rapidity of change that is taking place in the social, political and economics environment is creating a marked impact on organizations as well as individual. K.Harigopal One Minute Manager may be proved very effective at the time of change. No organization is stable today. Globalization makes the Business and organizations doubtful and undeceive. And the most effected part of any organizations due to change is the HR department. If there is any type of change weather it is a behavioral change, no matter its internal and external, rather to hire the people from outside to cope with change, managers should have vision of One Minute Manager. People are afraid and conscious about change. They dont tolerate any type of changes in their circumstances, so as a One Minute Manager you can manage your staff very simply by setting their goals and addressing their behavior. You can train staff and develop vision of change in them. Being a One Minute Manager you dont need to tell your staff to set one minute goal which is a very important target in any type of change in the organization. Similarly The One Minute Praising and The One Minute reprimand alerts people and motivate them to adopt and face the change. This book lacks one important point which is about managers him/her self. It is not possible that every time manager is right, his vision is broad and he understands each and every thing. He can make mistakes. So as managers, having powers you have to take right decisions at right times. This book deals with very simple approach to the complex art of managing people. There is much more to management than the one minute manager, depending on the culture and decorum of the organization.ÂÂ   You cant learn to manage people by reading a book but you can get an idea how to manage This book is full of implications for managers. But the focus has been on one minute. When every process is reduced to one minute, it leads to over simplification of the process which a manager has to undertake. It has ignored the dual role that a manager performs in structured organization where there are both subordinates and seniors. No doubt this is the effective book on One Minute Manager but it doesnt deal with the complexities of the organizations as the organizations and behaviors are more complex as discussed in this book. Key Message of the book Too many organizations leave employees uncertain over what is expected of them and provide little feedback until the annual review. At that time a series of criticisms are laid out with smattering the praise but neither the manager nor employee can remember the details. At other times, managers are quick to blame employees for things going wrong and will criticize in a way that leaves the employee resenting the way he or she has been treated by the manager. The One Minute Manager boils management down to three actions goal setting, praising and reprimands on the basis that clear objectives and quick, accurate feedback are the basis for improved performance. After reading the one minute manager you will not become a autocrat and democrat manager, but you try to become an effective manager. Conclusion An eye opener for many indeed A measurement of a good leader is ability to develop other leaders, not followers. In todays world, many new supervisors are thrust into a baptism by fire management environment. I found this book to be an easy to read and arm newcomers to management with the basic tools for building worker relationships and getting the best out of their staffs. As a result, their efforts are guided into decisions that generate increasingly positive outcomes in uncomfortable situations. Self confidence builds and leadership/management styles improve. This book talks of empowering people and giving them onus of their lives through applications of various principles of human relations and communications. It will make your feel that you are a better manager because you have become proactive rather than reactive. You are setting goals and providing quick feedback on performance whether good or bad. The secrets of one-minute management will help a manager boost profits and productivity immediately through increases employee morale, job satisfaction and manage people in time of change. Unlike most business books, this one is short and easy to read. The academic language has been banished, and it is well written. For any person who is currently a manager and striving to get the most from people, or who is planning to become one in the near future, The One Minute Manager is an indispensable success tool. After knowing the secrets of One Minute Manager; you can also become a One Minute Manager. Goals beings behaviors, consequences maintain behaviors Now you are a new One Minute Manager, You can set One Minute You can give One Minute Praising You can give One Minute Reprimands You can also speak the simple truth You can laugh and you can enjoy your work.