Solutions for Homelessness essays

Solutions for Homelessness essays This great nation of awesome power and abundant resources is losing the battle against homelessness. The casualties can be seen on the street corners of every city in American holding an I will work for food sign. Homeless shelters and rescue missions are at full capacity. There is no room at the inn for the nations indigent. Anyone who has studied this issue understands that homelessness is a complex problem. Communities continue to struggle with this socio-economic problem while attempting to understand its causes and implement solutions. The public and private sectors of this country are making a difference in the lives of the homeless by addressing the issues of housing, poverty and education. Many believe that a common thread among the homeless is a lack of permanent and stable housing. But beyond that, the factors leading to homelessness and the services that are needed are unique according to the individual. To put them into one general category the homeless- suggests that people are homeless for similar reasons and therefore a single solution is the answer. Every homeless person shares the basic needs of affordable housing, adequate incomes and attainable healthcare. But a wide range of other unmet needs cause some people to become or remain homeless which include drug treatment, employment training, transportation, childcare and mental health services (Center 8.) Presently, one of the main causes of homelessness in American is the lack of affordable housing. New York researchers claim that affordable housing is the answer to homelessness. Researcher, Mary Beth Shinn, states, homelessness is first and foremost a housing problem not a psychological one (qtd. in Franklin 15.) Nearly all the families in their study became stably housed regardless of substance abuse, mental illness, physical illness or incarceration. This study indicates that homelessness ...

How to Get Your High School Transcript

How to Get Your High School Transcript SAT / ACT Prep Online Guides and Tips Do you need a copy of your transcript in order to apply to college, find a job, or for your own personal use, but aren’t sure how to get one? This guide will explain why you need a high school transcript and how you can get yours, even if you are no longer a high school student. What Is a High School Transcript? Why Do You Need One? A high school transcript is a record of all your academic accomplishments in high school. It lists every class you took, when you took them, and the grades you received. Every student who attended high school has a transcript, and if you attended more than one high school, you will have a transcript from each school You generally need a transcript for three reasons: #1: To apply to college: Most colleges require an official copy of your high school transcript when you apply. #2: To graduate or transfer high schools: High schools will look at your transcript in order to make sure you have met all your graduation requirements or to determine which classes you should enroll in if you transferred schools. #3: To apply for some jobs: When applying for a job, you may be required to submit your high school transcript so the employer can look at your grades or see if you have taken certain courses applicable to the job. Do You Want an Official or Unofficial Copy of Your Transcript? There are two versions of your high school transcript: official and unofficial. Both versions contain the same information and will look the same or nearly identical, but an official transcript often includes an official seal or tamper-proof marks or is enclosed in a sealed envelope. This ensures no information on the transcript is altered. Most colleges want an official version of your high school transcript. Official versions are often sent directly by your high school, either through snail mail or as an e-mail. Your school may also give you an official version of your transcript inside a sealed envelope for you to send yourself. If they do, do not open this envelope, as it will make the transcript no longer official. If you just want a copy of your transcript for your own personal use, an unofficial version is fine. When you request a copy of your high school transcript, make sure you know whether you are requesting an official or unofficial version. Ask someone at the office if you are not sure which version you are requesting. Most schools and employers who need an official version of your transcript will not accept an unofficial version in its place, and sending the wrong version could cause you to miss important deadlines. Official transcripts often take longer to be delivered, sometimes up to a few weeks if being mailed, so make sure you request your transcript early enough that it will arrive before any application deadlines. We also have a guide that explains in more detail all the information a high school transcript contains and why that information is important to colleges and employers. Make sure you know whether you are requesting an official or unofficial version of your transcript How to Get Your High School Transcript How you obtain and send your high school transcript varies from school to school and also depends on whether or not you currently attend that school. Below are three situations; follow the guidelines of the one that best describes you to learn how to request and receive your high school transcript. If You Are Currently Enrolled at the School: If you currently attend the high school you'd like a transcript from, then you're in luck because that makes it pretty simple to get your transcript. First, stop by your guidance counselor's office and ask him or her how you can request a copy of your high school transcript. Your counselor will advise you on next steps which could include: Picking up a copy in person from your school's office If this is the case, stop by the office and tell them you'd like a copy of your transcript. You may need to bring an ID or know your student identification number in order to get your transcript. In general, unofficial versions of your transcript can be printed off very quickly, sometimes right then, but receiving or sending official versions may take a few days longer. Requesting a copy online If your school has this, there will often be a page on their website where you can request a transcript. It may allow you to print off an unofficial copy for yourself and/or request for an official copy to be sent on your behalf. Using a third party site Most high schools will give you a copy of your transcript directly if you are a current student, but there are some that outsource to a third party. Two common examples are Parchment and Need My Transcript. Both these sites are simple to use and can send copies of your transcript to colleges and employers for a fee. If You Are No Longer Enrolled at the School: This may be the case if you graduated or transferred high schools. Even if you no longer attend that school, you are still entitled to a copy of your transcript. First, check the school’s website to see if they have information about obtaining your transcript. Transcript information is often found on alumni or student services pages, and it can provide information on how to request your transcript online or who to contact to get your transcript. You can also try calling the school's main office number and telling them you are trying to get a copy of your high school transcript; they will direct you to the right person. If the above doesn't work, you can also try using a third party, such as Parchment and Need My Transcript. Both websites work with thousands of high schools to provide transcripts; however, there are fees and shipping costs involved with both sites, so contacting your former school first may save you money. The majority of college applicants are high school seniors, and most of the college application advice out there is aimed at them. But what do you do if you don't fall into this narrow category? Our eBook on how to prepare for and apply to college as a nontraditional student will walk you through everything you need to know, from the coursework you should have under your belt to how to get letters of recommendation when you're not a high school senior. If Your High School Has Closed Down or You Can't Find Its Website or Contact Information: If you attended a public high school, contact the district office for the district your school used to belong to. Search "school district [name of your high school] [state the high school was in]" to find your district's contact information. You can also search for your school district at the National Center for Education Statistics website. The district will still have student records for all the high schools that belonged to the district and should be able to get you a copy of your transcript and send official copies on your behalf. If you can’t find your school’s district, the district no longer exists, or you went to a private high school, contact your state’s Department of Education. Department of Education contact information for each state can be found here. If you attended a private high school, you can also search for its records and contact information on the National Center for Education Statistics page for private schools. You can also try a third party site, such as Parchment or Need My Transcript, both of which are used by thousands of high schools. Be aware though, that if you do decide to get your transcript through one of these sites, both charge shipping and handling fees. Third party sites can be very helpful for getting your transcript, but they do charge fees for their services. Do You Need to Pay to Get Your Transcript? It depends. Sometimes schools will charge you a small fee to cover the cost of creating and distributing your transcript. The amount charged and how it is charged varies by school. Some schools don't charge fees at all for transcript requests. Some schools charge a one-time fee, usually paid when you start your freshman year at the high school. This fee is included with other school fees (usually labeled â€Å"Transcript Fee† or something similar), and paying it once allows you to request unlimitedtranscripts and send unlimited transcripts (official or unofficial) to schools or other places forever, without paying. Some schools provide unofficial copies of your transcript for free, but charge a fee for sending an official version of your transcript. At my high school, you could get an unofficial copy of your transcript for free as well as three official copies, but if you needed more than three official copies sent, then you had to pay $2 each time to cover the cost of shipping. If you use a third party site to get your transcript, be aware that they charge shipping and handling fees for both official and unofficial copies of your transcript. These fees vary by company but are typically more than your school charges, so it’s best to try and get your transcript through your school first. What's Next? Want more information on high school transcripts? Read our guide to learn about the information they include and what colleges look for on them. Are you wondering how to make your transcript more impressive to colleges and employers? Check out our guide on what a rigorous high school course load looks like.

Family dynamics Essay Example | Topics and Well Written Essays - 1500 words

Family dynamics - Essay Example It is obvious that alcoholism has to be tackled in ways that are unique to each addict. While basic theories may be used to treat the underlying causes of the disease, it is necessary to address the issues that are unique to every alcohol addict in order to stem the excess use of alcohol by that particular individual. Demographics of Families affected by Alcohol In America today, there are approximately 15 men and women who are addicted to alcohol and use it on a regular basis. These alcoholics come from diverse religions and ethnic backgrounds, and can be found in all age groups. According to Babor (2010) 43% of the American population has had to deal, at some time or other, with an alcoholic within the family. Today, 18% of all American children live with an alcoholic in the family (Centers for Disease Control, National Center for Chronic Disease Prevention and Health Promotion, 2009). Of this figure, more than 55% are children who are still perceived to be dependants who rely on t heir parents for sustenance. According to Babor (2010), the consumption of excess alcohol kills more than 75,000 Americans on an annual basis. These deaths may result from binge drinking or simply continuous heavy drinking which wears down the body’s vital organs such as the liver. ... This is because there are pressures from peers that they have to deal with while also having to handle the pressure of starting new relationships as well as careers. The Effect on the Family The families of alcoholics are often greatly affected by their destructive addiction. They may have to live with the pressure of maintaining a facade of normalcy to the outside world while also having to bear the problems that the alcoholic causes. Alcoholics usually have short attention spans once they start to drink and can cause problems that they will not remember after the effect of the alcohol wear out (Joyce, 2011). The families of alcoholics may have to deal with violent behavior exhibited by the alcoholic, economic problems caused by the alcoholic’s use of family finances to support his or her problem, and low relationship satisfaction. Any children born into families where one of the parents is an alcoholic also learn quickly not to trust that parent (Joyce, 2011). Communication in such families is marked by constant criticism, blame, misplaced guilt, dissatisfaction in emotional relationships, and complaints (Babor, 2010). Chaos and conflict is common in families that have alcoholics. There is also a lot of unpredictability, and the breakdown of traditional family rituals. Physical as well as emotional abuse is also very common in such families. Theories of Alcohol Addiction There are different theories that seek to address the cause of alcoholism in people. The genetic theory holds that there are inherited mechanisms, particularly among people that had alcoholic parents, which predispose people to desiring alcohol or consuming it in excess (Hingson, Zha

Police Brutality of the Mentally Ill Suspects Assignment

Police Brutality of the Mentally Ill Suspects - Assignment Example The policemen responsible for handling such cases will be observed discreetly as they work so that they may not change their treatment towards the mentally ill suspects. However, this kind of method raises some ethical concerns. Second, the research study could generate distrust to the participants such that future research on the subject would be difficult to obtain information or cooperation of the participants. Finally, the police did not agree to be studied at their workstations. Therefore, no consent was obtained for this exercise (Kothari, 2005). The hypothesis for the observation method would be: mentally ill suspects maltreatment by police decreases the quality of services. The independent and dependent variables respectively would be the police treatment and quality of services. Â  The sampling procedure that will be used is the convenience sampling. This is because not all the police within the station deal with the mentally ill suspects and, therefore, those who deal directly with the suspects are better placed to guide the research team into collecting adequate information. Another purpose for this is that the matter requires prompt action and, therefore, the sampling is fast and reliable for such a case. Limitations regarding validity and reliability of the study will include determining if the instrument used in the research will be accepted by the panelists who are going to fund the training. Second, would be determining if the results are valid such that the research can be replicated by other researchers and give the same results. Third, the research team is to determine the conclusions obtained after the study will match the reality on the ground ((Kothari, 2005). Â  

Reflective log of report Outline Example | Topics and Well Written Essays - 1000 words

Reflective log of report - Outline Example udgment is essential for making entrepreneurial marketing decisions, specifically for marketing decisions that impact customer dimensions, opportunity analysis, levels of provided services, and product ranges. In relation to the report, this competency helps in the identification of market opportunities for the Audi E1, as well as the ability to assess opportunities with scarce resources. In addition, judgment competency helps the entrepreneur to weigh the market opportunity for the Audi E1 against other alternatives that could emerge. Judgment in making this decision for entrepreneurs is usually based on experience, intuition, and hunch, which means that the entrepreneur must show high product knowledge levels (Uslay & Ndubisi, 2014: p16). Another competency required for entrepreneurial marketers in the decision-making stage is the experience competency, which is linked to the previous judgment competency. This competency is important in relation to specific business fields, for instance knowledge of who major players in the electric vehicle industry. Moreover, another important aspect of this competency can be seen in the level of confidence that an entrepreneur’s experience wealth will allow them to make predictions on whether customers of electric cars might react unfavourably or favourably in specific circumstances (Bjerke & Hultman, 2012: p24). This vital competence and how it is expressed is refreshing in this case because it is indicative of the entrepreneur ability to utilize, enrich, and enhance their experience via proactive marketing. Therefore, this competency is dynamic in that it can be enriched and refined constantly with every marketing experience. As a result, previous entrepreneurship marketin g experience came into play during the present activity, increasing the entrepreneur’s competency to deal with increasing numbers of marketing decisions. When the workload is heavy, for example, the competency of experience enables accurate

Mandatory Service Program Essay Example for Free

Mandatory Service Program Essay There are many debates concerning advantages and disadvantages of mandating community service, however, the practice of compelling adolescents to take part in community service is increasingly common. People seek to understand the relationships between mandatory community service and volunteering. A key distinction between mandated community service and volunteering is the freely-chosen nature of the latter activity compared to the compulsory nature of the former (Arai et al.). Even though college students may not comprehend the value of community service now, this is a great opportunity for them to achieve something in the future. What harm can several hours of service per week possibly do to youngsters? Instead of attending pubs, drinking alcohol and doing whatever they like to do, they will be busy with contributing to the society. The statistics shows that students who participated in community service while studying at college are more likely to find a good job because they have something to put in their resumes. Such people are welcome in every circle. Current statistics from the Department of Labor report that in the United States among the 26, 8% of the adult population who volunteer, college students are the majority of them (76, 3%). That shows that individuals with higher levels of educational attainment are more aware of the importance of contributing to the community, more aware of the impact the may have and the responsibility they carry as citizens to improve lives and solve problems. By implementing a mandatory service program for all college students, the number of active students should be increased, and that should be the start. The reason why that should be initiated at college is that college is where there already a wide culture of volunteering, where individuals are more responsive to the need of getting involved. College students carry fundamental information that should help in crafting solutions to existing social problems. At the beginning, the service will, of course, be mandatory, but later most of the students may like it, may like to pay tribute to their society and be responsible for something useful and good that they have done. The study of Ontario university students compared a cohort of students required to perform mandatory community service to a cohort that did not, in terms of their attitudes toward volunteering and civic engagement a few months after high school graduation (Henderson). Metz and Youniss note in particular the benefits of mandated community service for students who are less inclined to servedefined in this case as students who had no volunteer experience prior to beginning their mandated service, and who delayed beginning their service until their final year before graduation. In their study, these less-inclined students, once compelled to become involved in community service, experienced firsthand the benefits of doing so, and were likely to stay involved and report intentions to continue civic involvement into adulthood. While more-inclined adolescents similarly reported intentions to continue their involvement, they were likely to do so regardless of whether they had been required to perform community service (Arai et al.). Among the group less inclined to service, students required to perform mandatory service showed a greater likelihood of civic interest and understanding, future voting, and conventional civic involvement after their experience (Lerner, Zaff). Mandated community service experiences are not significantly different from those entered into willingly. Length and breadth of service is similar, and with the exception that high school students who were not mandated to perform community service tend to use their schools to identify volunteering opportunities, and as places to perform service, the two cohorts are indistinguishable (Brown et al.). Some may not agree that service should be made mandatory to all students at college because partner sites could lose with the program instead of benefiting. The argument is that sites will not have a long- term commitment from the students participating in the program and that might hurt their projects. However, the students might be so deeply involved with their projects that they may choose to carry on with their work and continue to help. Their enthusiasm may influence others in their lives, such as their family members, in such a way they become supports as well. Another strong argument against mandatory service program is that in 2002, Covitt found that girls had more positive attitudes about required service than boys, and that white students had more positive attitudes than black students (Lerner, Zaff). Of course, it is impossible for all nations and genders to have the same attitude and the same point of view. But that is the actual purpose of community service: to unite everyone for solving common social problems and achieving desired goals. Nowadays civic engagement is deteriorating, people become members of different associations less and less, they are not interested in social activities and do not care about obvious problems. They turn a blind eye on everything that is farther from their reach. There are three possible ways for mandated behavior programs to attain their goals: they compel, directly, the very behaviors that are seen to be essential; they create behavioral habits so that individuals might then begin to participate in other similar activities; and/or the act of participating instills in individuals the attitudes that then serve as motors for other behaviors deemed to be beneficial (Brown et al.). Among programs aimed at students, effects are clearest when service is regular and sustained, when there are broad opportunities for public action, or when the service provides students with an opportunity to experience power. Factors such as the amount of enjoyment, support, respect, and appreciation students encounter in their placements are very important in promoting a commitment to subsequent volunteering (Brown et al.). Mandatory community service is, of course, one example of mandated civic behavior deemed to benefit both individual participants and society as a whole. In order for college students not to be hostile towards the program, they need to get some benefits from participating. And this way they will not feel forced to do anything. Their contributions will become more voluntary and, therefore, they will become better people than they were before. In conclusion, it has to be said that the number of reasons pro establishing mandatory service program is overwhelming and fears about consequences are not reasonable enough to fight against it. Students will be busy with something useful for their lives and will not notice how they begin to enjoy it. Both, the young people and the society will benefit from it.

The Advantage Of Mobile Marketing

The Advantage Of Mobile Marketing Today, marketers are finding it increasingly more difficult to attract and retain their target audience. This is due in part to the impersonal one-way nature of traditional mass-media, and in part to the fragmentation of the media environment. What is more, consumers are no longer impressed with spectacular advertising campaigns and mind boggling special effects, instead they are now thirsty for information and are even willing to pay for it (Haig, 2002). Yet the picture is not all doom and gloom. The new global market of the 21st century has provided many new opportunities and cost effective alternatives for both marketers and consumers alike. For example, the emergence of the mobile smartphone has changed every aspect of our society and has become one of the fastest adopted consumer products of all time. As Chuck Martin points out, we are in the midst of a technological revolution that has far outweighed the television or the personal computer. This third screen, is revolutionizing the marketing landscape and the entire buying process. Mobile smartphones have liberated consumers from the confines of their homes, offices and traditional media environments and empowered them with information right at their fingertips. (Martin, 2011). Mobile marketing comprises many different applications ranging from SMS, MMS, short-codes and location-based services, to apps and direct mobile payment. With more and more people carrying smartphones in their pockets, marketers have the potential to catch them anywhere and anytime. Recent studies show that today there are more mobile devices in use than there are PCs and laptops together. Moreover, according to eMarketer, the amount of time people spend on their phones surfing the internet, listening to music, using apps and playing games has more than doubled in the past two years while the time spent online on computers has grown by just a mere 3.6 percent  [1]  . Nonetheless, that is not to say that traditional media is becoming less important or obsolete. However, due to its passive nature, marketing messages cannot be personalized for different target markets and often end up reaching the wrong audience at the wrong time. With multimedia-rich smartphones and other wireless devices marketers have the ability to send their consumers more personalized and relevant marketing messages wherever and whenever. Likewise, consumers are now able to search for the information they need whenever they need it. Thus, with a well-integrated marketing campaign that includes both traditional and new media businesses and brand owners can increase the customer loyalty, acquisition and most importantly their bottom-line. 1.2 Objective The objective of this thesis is to gain an understanding in the current state of mobile marketing and to identify the advantages of using a mobile smartphone as a direct marketing tool in comparison to traditional mass-media. Moreover, this thesis will examine the potential and future trends of mobile marketing and its implications for companies. 1.3 Methodology This review is based on a number of select books, journal articles, websites and other literature in the field of mobile marketing, digital media and m-commerce. The most popular and commonly cited literature was also selected. The search for relevant literature was based on many keywords including but not limited to: mobile marketing, mobile ads, m-commerce, traditional vs. new media, digital media, and direct marketing. Mobile Marketing 2.1 Definition of Mobile Marketing Before exploring the advantage of using a mobile smartphone as a direct marketing tool we must first define mobile marketing. In short, mobile marketing is a method of connecting people with advertisers via a mobile device. However, with the rising demand for information and communication technology as well as falling prices for broadband internet  [2]  , mobile marketing has become a powerful marketing tool that is shaping the way we do business.  [3]   As Eric Pfanner of New York Times describes, the power of mobile marketing comes mainly from the ability to acquire immense volumes of user-generated data by monitoring their clicks and tracing their whereabouts. Mobile marketing also makes it easier to focus the communication towards targeted audiences giving it a huge advantage over traditional mass-media which targets the public as a whole. But what exactly constitutes mobile marketing and how is it defined? According to the Mobile Marketing Association (MMA), mobile marketing is defined as a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.  [4]  This definition is composed of two important components: a set of practices and engage with audiences. The first component relates to various marketing and e-commerce activities such as advertising, promotion, e-banking, online-purchase and CRM to name a few. Hence, mobile marketing is a set of practices intended at delivering a message, creating value and/or building a relationship with the customer. According to Philip Kotler, renowned professor and marketing theorist, marketing is defined as the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit (Kotler, Wong, Saunders, Armstrong, 2005). One might then say that mobile marketing is the science and art of communicating, engaging, and delivering value that is relevant to the target market at a profit via wireless telecommunication media. The second and more important component in MMAs definition of mobile marketing relates to the relationship between the customer and the marketer. With mobile devices this relationship has shifted from one-way to two- and even multi-way relationships where both the organization and the customer are responding to one another and exchanging information (Shankara Balasubramanian, 2009). Consequently, the purpose is to entice the customer to respond by either push tactics, initiated by the customer in the form of a click or a response, or pull tactics initiated by the marketer  [5]  . Additionally, Rob Stokes of eMarketer explains that there are two forms of mobile engagement. One uses the mobile phones communication features as part of an engagement strategy, and the other drives traffic to an organizations mobile website or application (Stokes, 2011). Either way, marketing messages must be relevant enough that consumers no longer passively consume, but instead actively participate in campaigns, especially in real-time, influencing the scope and the direction of the promotion or marketing message. Kim Dushinski, author of Mobile Marketing Handbook, delves deeper and defines mobile marketing as how businesses communicate with consumers on their mobile devices, with their explicit permission, at the right time, at the right place while providing relevant value (Dushinski, 2009). She calls this smart mobile marketing because not only does mobile marketing rely on the use of smart devices, but it is a uniquely tailored form of communication that it personal and of value to the individual user. More importantly, consumers voluntarily consent to receive advertising or promotional offers which in turn increases the efficiency of the marketing campaign and establishes a more effective and transparent relationship with the consumer  [6]  . To sum up, mobile marketing uses wireless and mobile communication channels for conducting various marketing and e-commerce activities with the aim of establishing deeper and more transparent relationships with individuals as well as target markets. More so, mobile-data can provide marketers and business with valuable information on customers and prospects, including their location, purchasing habits, and many other useful insights which can help them deliver value in a more relevant manner. This is specifically why it is crucial for marketers to consider engaging customers on their mobile devices. 2.2 The 6 Elements of Mobile Marketing Figure : The 6 key elements of mobile marketing Together with the internet the mobile phone has truly transformed the methods by which we communicate and share information. As mobile phones continue to evolve with better and newer features they are also helping to redefine the marketing landscape. As powerful as mobile marketing may be, many businesses are still hesitant or inept at developing strategies and allocating resources to effectively engage their customers on the mobile platform. As a consequence, many opportunities are overlooked or mismanaged. One reason may be the fragmented media environment and consequently shifting consumer habits (DAlleva Colapietro, 2012). Another reason for this incompetence may be the lack of understanding what mobile marketing is and the various forms it can take or the many different kinds of applications and tools that are involved. The model in figure 1 should ideally help marketers make sense of mobile marketing and recognize the potential of engaging customers on their mobile phones. The six elements were produced out of various ideas as well as after extensive review of the literature at hand. Mobile marketing differs from traditional marketing in many ways and the purpose of this chapter will be to discuss these differences based on six distinguishing key elements. Earlier, it was explained that mobile marketing relates to marketing activities conducted via wireless mobile devices and networks and according to Andreas Kaplan to which consumers are regularly connected  [7]  . Likewise, Alex Michael and Ben Salter note that mobile marketing uses the mobile medium for spontaneous, direct, interactive and targeted communications or entertainment between a business and its customers and may occur any time or place. (Michael Salter, 2006). Therefore, the first element of mobile marketing is direct. That is, it can generate an immediate response from the consumer. Philip Kotler et al., explain that direct-marketing is a direct form of communication where individuals and target customers are carefully selected in order to obtain an immediate response (Kotler, Wong, Saunders, Armstrong, 2005). The mobile phone allows both the marketer and the user to connect directly with each other without first having to go through intermediaries such as a pos tal service or broadcasting network (Becker Arnold, 2010). Consequently, with the mobile phone there is a high degree of synchronicity meaning that the sender and the receiver can respond to the message simultaneously (Hongcharu Eiamkanchanalai, 2009). If the consumer is interested in the marketing message they can respond straightaway by either replying to the text message, answering the call or any other form of communication available on their mobile phone. With mass media such as the TV or Magazines, interactivity is near impossible and synchronicity is therefore very low. The second element of mobile marketing is universal. This is because todays smartphones are multimedia-rich devices with a wide array of tools capable of sending and receiving content as text, image, audio and video in addition to making phone calls. Since the aim of advertising is to attract the attention of the consumer by stimulating their senses, mobile marketing is particularly effective in influencing a consumers perception. Moreover, mobile marketing campaigns can incorporate all the facets of effects  [8]   emotion, persuasion, behavior, association, cognition and perception and therefore have a more profound impact on the consumers behavior. Third, mobile marketing is in-context. Due to the ubiquitous nature of mobile phones information can be delivered in real-time depending on the whereabouts and the day-to-day behavior of the user. Therefore, being able to anticipate the location of customers when they receive the marketing messages is integral for the success of any marketing campaign. The mobile phone has become a mundane, everyday item (Michael Salter, 2006). It can be used at home, at work or while being on the move. By considering the customers location, the marketing message can eventually be tweaked to better serve the customers needs (Krum, 2010), and when it comes to local searches, mobile marketing can offer effective solutions. Thus, on the one hand, mobile marketing enables businesses to implement context-aware and targeted advertising, and on the other hand, mobile marketing allows for more personalized pull-type advertisements for consumers (Li Du, 2012). Forth, mobile marketing is personalized-marketing. Communication can be uniquely customized to meet the specific needs of individual customers or target audiences. As mentioned in the beginning of the chapter, advances in information technology and telecommunication have caused a shift from mass marketing to targeted or one-on-one marketing. This has led to a dramatic impact on marketing communication as whole (Kotler, Wong, Saunders, Armstrong, 2005). The fifth element is that mobile marketing is permission-based marketing. As previously mentioned, there are many tools and features built into mobile phones which allow the consumer to opt-in or -out of promotions and updates. The mobile phones also enables both the sender and the receiver to conceal their identity when making a call and therefore providing additional anonymity. However, this calls for stricter regulations in order to protect the privacy rights of individuals and to promote ethical behavior. As Seth Godin explains, permission-marketing is a privilege so when a customer pays attention to the message, business must treat them with respect  [9]  . Last but not least, mobile marketing is interactive. Consumers can interact with the company, the media and with each other through various applications and tools readily available on most mobile smartphones. Where traditional marketing is viewed as a one-way communication process in which the message moves from sender to the receiver, mobile marketing seeks to engage the consumer through interactive dialogue. The message is sent back and forth between the sender and the receiver throughout the entire communication process (Moriarty, Mitchell, Wells, 2012). To conclude, mobile phones have undoubtedly altered the communication process between organizations and their customers. Consequently, this poses vast challenges for businesses and marketers as traditional marketing methods are becoming ineffective and unable to keep up with shifting consumer habits. The one-size-fits-all approach of mass-media no longer applies to knowledgeable and empowered consumers backed with sophisticated technology and rich with information. Consequently, customers no longer want to be talked at, instead, they want firms to listen, engage, and respond (Kietzmann, Hermkens, McCarthy, Silvestre, 2011) as well as provide useful and relevant information. 2.3 The Rise of Mobile Marketing Mobile phones are widespread and of great importance to mankind. With the power of the internet they allow people from all around the world to connect almost instantly irrespective of time and place. But smartphones are not only communication devices. Nowadays they are being used while shopping, banking and even as technical utilities such as operating pumps from remote locations  [10]  . Mobile phones are also great for staying up-to-date on the news and for receiving alerts on personal monetary transactions  [11]  . The rising popularity of mobile phones provides many new opportunities for businesses as well as individuals. According to recent studies, they are the number one preferred communications medium (Li Du, 2012), and because they are personal and accessible at all times it is no wonder that more and more marketers are adopting mobile phones in their campaigns. With the introduction of broadband internet and innovative developments in communication technologies many industries are becoming increasingly more involved with digital media. News networks such as CNN, BBC and Reuters now offer mobile apps. Likewise, food and beverage companies like Coca-Cola, Starbucks and McDonalds deliver coupons to mobile handsets. Mobile phones have created a new breed of always connected consumers. For many people around the world the mobile phone has become a personal and everyday tool used for surfing and communicating online (Michael Salter, 2006). The mobile has also paved the path for new forms commerce that can be conducted wirelessly and on-the-go (m-commerce). As explained in chapter 2.1, Mobile Marketing refers to any method of engaging and developing a relationship with the customer in order to deliver value at a profit and which is conducted via a mobile network. Thus, users no longer depend on wired networks and personal computers, instead they now use mobile communication device such as their mobile phones or tablet PCs to conduct various e-commerce activities (Ngai Gunasekaran, 2007). Number of People with Access to a Mobile Phone Furthermore, the graph in figure 3 shows the percentage of page views coming from mobile devices globally and regionally. Several studies indicate that mobile internet will soon take over desktop internet usage. Hence, we can observe that 10.1% of all the pages viewed during May last year were from a mobile device. Likewise, mobile web penetration is strongest in Asia and Africa with 18% and 12.9% page views respectively. Throughout the world people have become interlinked with each other on their mobile phones and other devices. The near ubiquity that mobile phones have to offer is generating many new economic opportunities for the whole society. The scope of mobile devices has reached unprecedented proportions. Nearly everyone on the planet can be engaged with a mobile device. In developing countries, it may be the only way to engage someone digitally (Becker Arnold, 2010). In Kenya for instance, the mobile phone has become and vital part of cash-transfer schemes  [14]  allowing the poor in rural areas to purchase goods. In Peru, mobile phones and tablet computers have become a main source of knowledge among pupils. Likewise, various social networking sites and web apps such as Twitter or Facebook have in many ways influenced the Arab spring. Social media is no longer the domain of the liberal youth, empowering different agendas across the political map.  [15]   Mobile technologies have provided many economic and political opportunities which have helped people lead better lives and make their opinions heard within their communities. This is because mobile phones have, in many countries, become much cheaper than personal computers. As such, smartphones are often considered a persons first personal phone as well as first personal computer (Krum, 2010). Global Mobile Marketing Spending In the context of mobile marketing, eMarketer predicts that global spending is expected to rise 400% in the coming four years from $8.4 billion in 2012 to nearly $37 billion in 2016. This growth is mainly due to increasing smartphone and tablet sales  [17]  . The Number of Users/Minutes Spent on Apps per Month And with regards to smartphones, it is estimated that there are 1 billion active mobile app users worldwide spending a total of 101 billion minutes a month on apps. The facts and figures presented in this chapter aim to show the importance of the mobile medium in modern day marketing. It is clear that mobile phones have become an integral part of our daily lives. Since we spend a large portion of our time logged-in to our phones, it seems self-evident that mobile phones are the most convenient and direct channel for reaching and engaging customers at every stage of the life cycle. Whether it is to sell a product or service, deliver information, or to make life easier, the mobile phenomenon has rapidly disseminated making that which is on the opposite side of the globe seem very real and local. Businesses should not hesitate to tap into the realm of the mobile medium. 2.4 Push and Pull The main difference between push and pull marketing lies in the way a consumer is approached. While push tactics are usually initiated by the brand owner without necessarily obtaining permission from the user, pull tactics attempt to draw the consumer to the brand by offering something of value  [19]  and establishing loyalty. In traditional mass-media the same messages are pushed out to everyone including people who are not within the marketers target audience. With mobile marketing customers will, on their own terms, choose when and what they see. Melissa Rucker makes the following observation in regards to pull marketing: They choose to opt-in to your message regardless of the channel in which it is delivered, which means you have to make it has[sic!] easy to opt-in as possible. This trend toward opt-in pull marketing is partially why social and mobile marketing are a critical aspect for marketing success.  [20]   2.5 Opt-in and opt-out While mobile marketing has been around since the 90s it is still quite a young discipline and deeply rooted in traditional marketing strategies. As such, the methods used to push content through mobile networks resemble interruption marketing common in traditional mass-media. Similar to how commercials interrupt a television program or pop-up windows come into view on a computer screen, push techniques via mobiles are sometimes invasive and often happen without prior approval from the end-user  [21]  . According to Kim Dushinski, sending content via mobile devices and especially text messages to people who havent explicitly requested them is unethical and in many countries even illegal  [22]  . This calls for the need for extensive revision of traditional marketing and advertising practices with new rules and methods for engaging and interacting with consumers on their mobile phones. One method briefly discussed in chapter 2.2 is permission-based communication which allows users to opt-in or -out of marketing messages by obtaining legal authorization. For instance, signing-up online, filling out a registration form or responding to an SMS are all methods by which consumers can opt-in. Such guidelines are not only significant in protecting consumers from unsolicited messages, but promote ethical behavior and are very effective too. The real trick however, is to develop a marketing campaign that generate demand and encourages people to opt-in. Users today are bombarded with infinite spam messages, promotional offers and obtrusive pop-ups. Thus, it is important to recognize the specific needs and wants of the consumers and to create more appealing and user-friendly campaigns in order to build long-lasting and profitable relationships. 2.6 The Tools of Mobile Marketing Mobile marketing is only as powerful as the hardware permits. The advances and capabilities of mobile marketing are therefore directly linked to the mobile phone and its networks. Before launching a mobile marketing campaign it is imperative to understand what type of devices exist on the market and what tools and applications are available to best meet the needs of the customers. The purpose of this chapter is to provide a primer into the different tools commonly found on the mobile medium and to explain their application within a marketing context. But before going into much detail it would be useful to provide a short comparison between basic mobile phones and smartphones. Essentially, it all boils down to two main aspects: the Operating System (OS) and the hardware specifications. With basic mobile phones the user is often tied down to a closed operating system and without the ability to extend its features. This kind of phone connects to a so called 2G wireless radio network and provides limited functionality such as voice communication, Short Message Service (SMS) and Multimedia Messaging Service (MMS). Newer mobile phones may feature a watered-down version of the Internet such as WAP which allows for text-based Web browsing, instant messaging and e-mailing. On the other hand, according to SmartphonesAppsPedia, a smartphone is defined as a mobile phone offering advanced capabilities, often with PC-like functionality or ability to download apps.  [23]  As such, a smartphone can not only connect to 2G networks, but also newer 3G as well as Wi-Fi networks. Consequently, the smartphone integrates the features of a basic mobile phone with the features of a computer to allow the user to store personal information, send and receive e-mails, surf the internet and install programs that extend the functionality of the onboard operating system. 2.6.1 Text Messaging (SMS and MMS) Text messaging is an effective and cost efficient way to market any product or service with the ability to reach out to customers via bulk SMS (or MMS). It is one of the oldest features available on almost any mobile phone. SMS are digital messages which hold up to 160 alphanumeric characters and can be sent to and from a mobile phone. Alternatively, MMS extends the capabilities of SMS and includes multimedia content such as graphic, audio and video in addition to text messages. SMS and MMS can be sent as a form of personal communication from one mobile phone directly to another and can also be sent commercially via text messages services that relay content to multiple phones simultaneously (Dushinski, 2009). It is estimated that roughly 7.8 trillion SMS messages were sent worldwide in 2011 and this number will continue to grow throughout 2013. Furthermore, it is expected that by 2013 worldwide SMS revenue will break the $150 billion mark for the first time  [25]  . The immense popularity of SMS and MMS comes from the fact that they are straightforward person-to-person messaging service that are simple to grasp and have widespread support (Michael Salter, 2006). In the context of mobile marketing, text messaging has become increasingly popular as it provides great ways for interacting with customers and provides cheap access to information. The usage of SMS and MMS among phone users is quite high and forecasts show it will remain that way for some time to come (Michael Salter, 2006). One of the main advantages of a text messaging campaign is that it is easy to implement and most affordable as it can be applied across various mobile platforms and carriers (Dushinski, 2009). SMS and MMS marketing are particularly effective in enticing customers or potential customers to participate in a marketing campaign and in stimulating consumer purchasing. For instance, reality shows such as ÃÆ'-sterreich sucht den Superstar or American Idol prompted viewers in participating in the final votes for their favorite musical act by sending special keywords to short codes (SC). Coca Cola, on the other hand, has repeatedly run a long-term sweepstake where secret numbers are hidden beneath the bottle caps and when sent via SMS to a short code, consumers could win prizes. By responding to these campaign users are opting-in or subscribing to receive marketers messages or updates as well as allowing them to expand their database. When integrated with traditional mass media, text messages can also generate large ROI. However, mobile marketing can be challenging and if done wrong may even deter customers or potential clients. Susan Gunelius of Creative Inc. recommends following five tips for better text messing campaigns  [26]  : Brief, clear and precise communication. Customers must recognize the purpose and be able to respond accordingly. Addressing the customer appropriately and avoiding the use abbreviations and slang terms (common in spam messages) otherwise they will be ignored. Text messages should ideally enhance the user experience as soon as it is read by offering important information or something else of value. For example, real-time information based on a customers geo-location. The sender and or brand should be clearly identifiable in order to be traceable, accountable and promote ethical behavior. Making the customer feel exceptional and avoiding clutter in order to entice them to opt-in or remain subscribed to the service. 2.6.2 QR Codes Originally invented in Japan for tracking products in factories  [28]  , today quick response codes (QR) have become indispensable marketing tools we can no longer do without. QR Codes like the one depicted above in figure 7 are 2D bar codes that can be captured via a mobile phones camera and converted into text, links and image or used as vouchers among other things. The rapid rise in popularity for QR codes lies in the fact that they enable traditional mass media to become interactive and measurable since each QR code is unique and traceable. In the context of mobile marketing, QR codes can be used in a variety of ways and can be integrated into any type of media including TV commercials, print advertising, digital displays or infoscreens, business cards, mailers an