Free Essays on Political History And Corruption In Macbeth

To understand many of William Shakespeare’s plays, one must understand the history of the time period. A.L. Rowse gives a history of William Shakespeare’s time, the late sixteenth to the early seventeenth century and how the government of the time was authoritarian but popular. The person of the Monarch (derived from the Greek â€Å"monorchia†, the rule of one), the Crown, was something even the lowest character could understand. The monarchs have many different titles, including king, queens, sultan, emperors, empresses, tsars, and kaisers, depending on the type of governments and the location of the state he or she rules. Oftentimes, the monarch was based on the need for a strong ruler who could gather the countries best men to form and command a military that was used to defend the country. The monarch was absolute and only responsible to God and was considered to be God's representative in all worldly and royal matters. A strong central government was needed to maintain order and provided a stable atmosphere in which trade could flourish. Productive leadership qualities were very noticeable in Henry the VIII, and even more so in his daughter, Elizabeth (Rowse 226-263). Furthermore, â€Å"There is no doubt that she regarded herself as appointed by God to rule over her subjects† (Rowse 264). Henry the VIII inherited a kingdom from Henry the VII which lacked natural recourses yet it was surrounded on three sides by water. Even though Henry’s kingdom was protected by water, the Scots lived to the north and were allied with France. The Scots were England’s ancient and bitter enemy. Henry’s chief concerns had been to control the independence of the nobility and to enrich the crown. He accomplished this by eliminating his enemies and taking their land, by raising taxes, and by avoiding involvement in expensive wars leaving him with an abundance of money which he used to set out on a different course - to expand England’s ... Free Essays on Political History And Corruption In Macbeth Free Essays on Political History And Corruption In Macbeth To understand many of William Shakespeare’s plays, one must understand the history of the time period. A.L. Rowse gives a history of William Shakespeare’s time, the late sixteenth to the early seventeenth century and how the government of the time was authoritarian but popular. The person of the Monarch (derived from the Greek â€Å"monorchia†, the rule of one), the Crown, was something even the lowest character could understand. The monarchs have many different titles, including king, queens, sultan, emperors, empresses, tsars, and kaisers, depending on the type of governments and the location of the state he or she rules. Oftentimes, the monarch was based on the need for a strong ruler who could gather the countries best men to form and command a military that was used to defend the country. The monarch was absolute and only responsible to God and was considered to be God's representative in all worldly and royal matters. A strong central government was needed to maintain order and provided a stable atmosphere in which trade could flourish. Productive leadership qualities were very noticeable in Henry the VIII, and even more so in his daughter, Elizabeth (Rowse 226-263). Furthermore, â€Å"There is no doubt that she regarded herself as appointed by God to rule over her subjects† (Rowse 264). Henry the VIII inherited a kingdom from Henry the VII which lacked natural recourses yet it was surrounded on three sides by water. Even though Henry’s kingdom was protected by water, the Scots lived to the north and were allied with France. The Scots were England’s ancient and bitter enemy. Henry’s chief concerns had been to control the independence of the nobility and to enrich the crown. He accomplished this by eliminating his enemies and taking their land, by raising taxes, and by avoiding involvement in expensive wars leaving him with an abundance of money which he used to set out on a different course - to expand England’s ...

Battle of Belleau Wood in World War I

Battle of Belleau Wood in World War I Part of the 1918 German Spring Offensives, the Battle of Belleau Wood took place between June 1-26 during World War I (1914 to 1918). Fought predominantly by US Marines, victory was achieved after twenty-six days of combat. The main German attack was repulsed on June 4 and US forces began offensive operations on June 6. The battle halted the German Aisne offensive and launched a counterattack in the area. Fighting in the forest was particularly fierce, with the Marines attacking the wood six times before it was finally secured. German Spring Offensives In early 1918, the German government, freed from fighting a two-front war by the Treaty of Brest-Litovsk, chose to launch a massive offensive on the Western Front. This decision was largely motivated by a desire to end the war before the full strength of the United States could be brought into the conflict. Beginning on March 21, the Germans attacked the British Third and Fifth Armies with the goal of splitting the British and French and driving the former into the sea (Map). After driving the British back after making some initial gains, the advance stalled and was ultimately halted at  Villers-Bretonneux. As a result of the crisis caused by the German attack, Marshal Ferdinand Foch was appointed Supreme Commander of the Allied Armies and tasked with coordinating all operations in France. An assault to the north around Lys, dubbed Operation Georgette, met a similar fate in April. To aid these offensives a third attack, Operation  Blà ¼cher–Yorck, was planned for late May in Aisne between Soissons and Rheims (Map). Aisne Offensive Beginning on May 27, German storm troopers broke through the French lines in Aisne. Striking in an area that lacked substantial defenses and reserves, the Germans forced the French Sixth Army into a full retreat. During the first three days of the offensive, the Germans captured 50,000 Allied soldiers and 800 guns. Moving quickly, the Germans advanced to the Marne River and were intent on pressing on to Paris. At the Marne, they were blocked by American troops at Chateau-Thierry and Belleau Wood. The Germans attempted to take Chateau-Thierry but were stopped by US Army forces centered around the 3rd Division on June 2. 2nd Division Arrives On June 1, the Major General Omar Bundys 2nd Division took up positions south of Belleau Wood near Lucy-le-Bocage with its line extending south opposite Vaux. A composite division, the 2nd consisted of Brigadier General Edward M. Lewis 3rd Infantry Brigade (9th 23rd Infantry Regiments) and Brigadier General James Harbords 4th Marine Brigade (5th 6th Marine Regiments). In addition to their infantry regiments, each brigade possessed a machine gun battalion. While Harbords Marines assumed a position near Belleau Wood, Lewis men held a line to the south below the Paris-Metz Road. As the Marines dug in, a French officer suggested that they withdrawal. To this Captain Lloyd Williams of the 5th Marines famously replied, Retreat? Hell, we just got here. Two days later elements of the German 347th Division from Army Group Crown Prince occupied the forest. With their attack at Chateau-Thierry stalling, the Germans launched a major assault on June 4. Supported by machine guns and artillery, the Marines were able to hold, effectively ending the German offensive in Aisne. Marines Move Forward The following day, the commander of the French XXI Corps ordered Harbords 4th Marine Brigade to retake Belleau Wood. On the morning of June 6, the Marines advanced, capturing Hill 142 to the west of the wood with support from the French 167th Division (Map). Twelve hours later, they frontally assaulted the forest itself. To do so, the Marines had to cross a wheat field under heavy German machine gun fire. With his men pinned down, Gunnery Sergeant Dan Daly called Come on ya sons-of-bitches, ya want to live forever? and got them on the move again. When night fell, only a small section of forest had been captured. In addition to Hill 142 and the assault on the woods, the 2nd Battalion, 6th Marines attacked into Bouresches to the east. After taking most of the village, the Marines were forced to dig in against German counterattacks. All reinforcements trying to reach Bouresches had to cross a large open area and were subjected to heavy German fire. When night fell, the Marines had suffered 1,087 casualties making it the bloodiest day in the Corps history to date. Clearing the Forest On June 11, following a heavy artillery bombardment, the Marines pressed hard into Belleau Wood, capturing the southern two-thirds. Two days later, the Germans assaulted Bouresches after a massive gas attack and almost retook the village. With the Marines stretched thin, the 23rd Infantry extended its line and took over the defense of Bouresches. On the 16th, citing exhaustion, Harbord requested that some of the Marines be relieved. His request was granted and three battalions of the 7th Infantry (3rd Division) moved into the forest. After five days of fruitless fighting, the Marines retook their position in the line. On June 23, the Marines launched a major attack into the forest but were unable to gain ground. Suffering staggering losses, they required over two hundred ambulances to carry the wounded. Two days later, Belleau Wood was subjected to a fourteen-hour bombardment by French artillery. Attacking in the wake of the artillery, US forces were finally able to completely clear the forest (Map). On June 26, after defeating some early morning German counterattacks, Major Maurice Shearer was finally able to send the signal, Woods now entirely -US Marine Corps. Aftermath In the fighting around Belleau Wood, American forces suffered 1,811 killed and 7,966 wounded and missing. German casualties are unknown though 1,600 were captured. The Battle of Belleau Wood and the Battle of Chateau-Thierry showed the United States allies that it was fully committed fighting the war and was willing to do whatever was required to achieve victory. The commander of the American Expeditionary Forces, General John J. Pershing,  commented after the battle that The deadliest weapon in the world is a United States Marine and his rifle.  In recognition of their tenacious fighting and victory, the French awarded citations to those units that participated in the battle and renamed Belleau Wood Bois de la Brigade Marine.   Belleau Wood also showed the Marine Corps flare for publicity. While the fighting was still going on, the Marines routinely circumvented the American Expeditionary Forces publicity offices to have their story told, while those of Army units engaged were ignored. Following the Battle of Belleau Wood, Marines began being referred to as Devil Dogs. While many believed that this term was coined by the Germans, its actual origins are unclear. It is known that the Germans highly respected the Marines fighting ability and classified them as elite storm troopers.

Optical Communication and Networks Essay Example | Topics and Well Written Essays - 3000 words

Optical Communication and Networks - Essay Example The concept of wavelength division multiplexing (WDM) and DWDM has also been introduced. Finally, the latest trends in optical communication and networks are briefly explained. Optical communication system is similar to any kind of communication system, as far as the basics are concerned. The major difference in optical and other communication models is the additional requirement of a source (for conversion of signal from electrical to optical domain), receiver (for conversion from optical to electrical domain) and use of fibre as media in place of conventional copper wire or microwave. The use of glass fibre or optical fibre features a number of advantages that make it a formidable media, in comparison to others. One of the most important assets of optical communication is the availability of enormous potential bandwidth to the tune of hundreds of GHz. The potential cannot be fully harnessed owing to electrical domain limitation. However, technologies like WDM or DWDM are evolving to optimize the available bandwidth usage. Being fabricated from glass, the fibre does no have earth loop or interface problem as are evident in electrical media. The optical communication is immune to interference from radio frequency and electromagnetic radiations or EMP (electromagnetic pulses) as they act as dielectric waveguides. There are practically insignificant radiations from fibre which enhance security of signal in a communication system. Other advantages include low weight, small size, flexible, reliable, easily maintainable, low transmission losses and cost effective. The requirement for capacity is increasing at a fast rate in the present day networks. Growth of worldwide web and Internet are the primary causes for this increase. Every four to six months, the need is almost doubling. Available broadband access technologies like Digital subscriber line (DSL), cable modems etc. provide bandwidths of 1Mbps and 28 to 56 kbps per user, respectively. With online businesses company networks with their distant locations and the clients, the bandwidth requirement is will soon rise to level where, the only solution would remain to switch to optical networks. Optical networks can be broadly divided into two generations. The first generation optical networks were solely used to enhance capacity to stand alone communication links while; the second-generation networks encompass the issues of routing and switching. In the subsequent paragraphs we will discuss optical communication and networks with reference to the various components and devices in greater details. We shall initially cover the basic theory behind transmission, attenuation and distortion of optical signal in the fibre. Optical Transmission Basics Optical fibre acts as a cylindrical waveguide with an inner core and outer cladding of differing refractive index as shown in Figure 1, core refractive index being greater than clad refractive index. The light traverses in the core as well as in the cladding. To illustrate the transmission of light, let's consider ray theory. Figure 1: Structure of optical fibre (adopted from Senior, John M.) The refractive index of

Emerging global governance Research Paper Example | Topics and Well Written Essays - 1000 words

Emerging global governance - Research Paper Example A child who is defined as person of age below 18 years is entitled to healthcare, free education, adequate nutrition, freedom from violence, abuse, exploitation and leisure and recreation (Verhellen, 66). The CRC originated from the Geneva declaration o 1924 which according to Verhellen (64) is the first international human rights instrument dealing with children rights. Before then, various organizations like ILO have made efforts to improve the well-being of children by setting minimum employment age for children to avoid abuse and exploitation. The Geneva declaration was made after the First World War to deal with the plight of children and remove them from deplorable situations. The declaration had a preamble and five aims referred as â€Å"Declaration of the rights of the child.† Under this declaration, a child was entitled to receive relief first in times of distress, protection from any form of exploitation, to be fed and sheltered and to develop normally materially and spiritually. This is the obligation of parents or adults. More declarations concerned with children issues continued to emerge. The declaration was reconfirmed by the League of Nations General Assembly ( UNICEF, 2011). Another Declaration which forms the basis for CRC is the declaration on the rights of the child in 1959. Whereas Geneva declaration focused on social and economic needs, the 1959 declaration focused on families, right to name and nationality and need for love among other issues. It had a preamble and based on 10 principles hence it was more complex than Geneva declaration. It touched on issues such as non-discrimination, name and nationality, education, opportunity for development and enjoyment of social security benefits among others (Verhellen, 66). The 1989 convention was a culmination of various human rights instruments developed over the years and its work began during the 20th

Holden Caulfield as a hero Essay -- essays research papers

Holden as a Hero Catcher in the Rye by J.D. Salinger is a story about the trials of life and the toll it can take on the psyche. I believe that Holden Caulfield is an under credited hero. He is a teenager forced to grow up in a time of turmoil with severe emotional handicaps placed upon him by family, friends and life in general.   Ã‚  Ã‚  Ã‚  Ã‚  Holden is one confused kid trying to beat the Man in the 1950’s. He grew up ignored by his parents, drifting from school to school in search of a purer lifestyle. On page one Holden humbly describes his lousy growing up. â€Å"If you really want to hear about it, the first thing you will probably want to know is where I was born, and what my lousy childhood was like†¦but I don’t feel like going into it, if you want to know the truth†¦that stuff bores me.† Holden does not want to go into his childhood and play the victim. He tells us that he had a rough time and leaves it at that. Later in the book he alludes to how his parents just shuffled him from school to school hoping that he would do better at the next one. All he tells us about is his dad is that he is a big shot corporate lawyer, not much about what kind of father he was. Suggesting that he was gone a lot and not around to give a good role model for Holden. In turn it shows u p in Holden’s attitude towards adults.   Ã‚  Ã‚  Ã‚  Ã‚  Throughout the book Holden shows his resentment towards the Man. He always refers to how phony the authority figures are. Mult...

Overview of Marketing and Branding Products of Bharat Petroleum Corporation Limited Essay

The correct usage of these Lubricants of right quality ensures prolonged and trouble free vehicle operation, providing maximum benefits to the users of present day modern vehicles. Overview In line with the economic liberalisation in India, Lubricants was the first downstream Petroleum product to be totally deregulated with effect from 1991. Since then a large number of players – National, MNCs as well as Global Players – have entered the Indian Lubricants market. Despite operating in a totally competitive environment, BPCL’s Lubricants SBU has been registering a growth in lubricant sales continuously over the past couple of years. In 2007-08, an overall growth of 10% has been registered, with a healthy turnover of Rs. 1680 crores (approx USD 350 million). In 1998, we re-launched our Lubricants in new attractive packs, mainly in Automotive category with three major brands depicting each segment- Mak for Diesel Engine oils, Automol for Petrol Engine oils and Glide for Two/Three wheelers(mainly 2T then). In the year 2003, we decided to go for Umbrella Brand-MAK Lubricants, in subsequent years, branded all our industrial grades with MAK. Retail Channel Our core strength is our retail outlet network across the country, this comprises of about 7530 retail outlets. Our Lubes SBU have undertaken various initiatives in co-ordination with Retail Business to grow our sales volume through this channel. Initiatives undertaken by the SBU are setting up of Hero Honda City Works, Tata Authorised Service Station (TASS) and installation of Quick Oil Change Machines at retail outlets. Bazaar Channel With a network of 190 PLDs, 600 MAK Garages and MAK Mobile Vans established to improve reach and penetration in rural and unrepresented areas of MAK Brand, the SBU could reach to the last mile as far as the customers are concerned! We continue to improve our brand visibility across the network and there by increasing our market share across the segments. Industrial Channel Large number of prestigious customers has been added during the year to our already existing prestigious customer list. We are also suppliers of initial engine oil fill to TATA Motors, TVS, and Hero Honda etc. We also hold respectable share of Railway and Defence business. Infrastructure The Lube Plants at Wadilube (Mumbai), Budge Budge (Calcutta), Loni (Delhi) and Tondiarpet (Chennai) have organised themselves as close-knit teams to maximize levels of production and dispatch. The Plant at Wadilube is an ISO 9001:2008, ISO 14001:2004 ;amp; OHSAS 18001:2007 certified Plant. As part of the ongoing improvements in packaging, the new series of packages developed entirely in-house have been introduced. Other initiatives To support the business initiatives, a major thrust has been given to improving BPCL’s product offering and increases its market presence. The new R;amp;D Center at Sewree, Mumbai, has developed a number of new products in the automotive and industrial categories. Towards higher visibility, substantial investments have been made in revitalising the brands through product quality and package improvements. The entire distribution system has been revamped with the formation of Supply Chain Management department to ensure that products are more conveniently available and distinctively visible in the market price. Exclusive branded Lube Shoppe’s have been opened all over the country to improve our reach, as well as many innovative & unconventional methods are being used to create brand awareness especially in the diesel oils segments. Another major initiative has been to reach the products to the rural population through the tie-up with ITC – e-choupal network which has spread the MAK brand across the country in rural areas also. Currently this network is available in Uttar Pradesh, Maharashtra, Rajasthan, and Madhya Pradesh and is likely to extend to other states also shortly. MAK also embarked on another thrust area of enrolling garages across the country in the network of â€Å"MAK Garages† there by providing standardized service across the network. This initiative not only rovides opportunity for the garages to enhance their business opportunity but also provides an assurance to the end customers that their vehicles are getting the right kind of lubricants. Brand Ambassador To promote MAK brand among the youth and improve the brand visibility, MAK signed up M. S. Dhoni as Brand ambassador in the year 2006. The rise of MAK brand in the minds of the consumers as well as market share coincided with the rise of Dhoni also, who today is the Youth icon of the year and also the Captain of the Indian team for all versions of the game – like MAK being the â€Å"Champion of All Engines†. BPCL is confident that it will continue to make substantial and sustained efforts with appropriate investments, synergies business between channels, improve quality and quantity standards, invest in R&D for new product development and aggressively build the brands to result in maximising the value addition for both the business and its customers. Research and Development Vision To create a centre of technical excellence for Product & Application Development through pursuit of knowledge and fostering creativity / innovation to be a pacesetter and achieve cost leadership in petroleum industry. Introduction The Research & Development Centre at Sewree, Mumbai was established in 1983 and recognized by Department of Scientific & Industrial Research, MoS&T. The R&D Centre has highly skilled and experienced Scientists & Engineers capable of developing various types of lubricant products, innovatively, using modern technology. It is equipped with state-of-the-art equipment / facilities for testing of lubricants, greases and fuels besides certain rig & performance tests required for developing new lubricants as well as upgrading the existing products on continuous basis.

Social Media Essay Online For Free - Free Essay Example

Sample details Pages: 8 Words: 2396 Downloads: 6 Date added: 2017/06/26 Category Marketing Essay Type Critical essay Tags: Social Media Essay Did you like this example? Introduction This essay seeks to critically discuss the statement that given the rise of social media marketing, companies should focus all of their marketing efforts on social media platforms. The rapidly shifting topography of the social media landscape seems to create the impression that its associated platforms are a new concept, but they actually have a relatively long history in terms of the total lifespan of the internet. For example, Friendster was established in 2002 whilst Myspace and LinkedIn followed the year after. Don’t waste time! Our writers will create an original "Social Media Essay Online For Free" essay for you Create order Two years later, 2005 saw the rise of some of the most famous social media platforms of the present day including a nascent Facebook, YouTube and Reddit, whilst Twitter became popular the following year (Luttrell, 2015). Over this period of time, marketers have become more comfortable with the realisation that these platforms offer new avenues for marketing efforts, with enhanced brand awareness and brand engagement being key metrics for the success of social media campaigns (Hoffman and Fodor, 2010). This work will evaluate the extent to which social media should be utilised as a marketing tool. Discussion Concurrent with the aforementioned growth of social media platforms, consumers are now, more than ever before, turning to the internet as a source of information (Aiello, 2014). In a marketing context this trend seems to be driven by a number of factors, with consumers seemingly beginning to question the trustworthiness of traditional forms of advertising, meaning that many are leveraging the power of social media to seek out more reliable information relating to a product or service (Aiello, 2014). Evidence of the rise of social media marketing can be seen in the vast sums of money that are being spent on the platform as a means of disseminating messages. For example, previous estimations suggest that between 2010 and 2013, worldwide spending on social media marketing increased from $3.4 billion to $10 billion (Clark and Melancon, 2013). This trend is set to continue, with expenditure in the United States alone expected to double to $11 billion by 2017, with an imbedded sub-trend that will see mobile-orientated platforms rival and exceed traditional personal computer platforms for the first time (Glass and Calahan, 2014). The case for companies to continue this high level of investment in social media marketing is a sound one. Social media facilitates a strengthening of the relationship between a consumer and a particular brand by enabling people to express their loyalty, even in cases in which they may not necessarily be able to afford a given product or service (Clark and Melancon, 2013). Citing the work of Shaffer and Garnett (2011), Clark and Melancon (2013) state that 51% of Facebook users are likely to buy from companies which they follow whilst 84% of a companys fans on that platform are returning customers. A potential mechanism for this activity is put forward by Laroche, Habibi and Richard (2013), who suggest that a sense of community around a particular brand, which is created through social media, can underpin consumer loyalty to that brand. T he authors observe that people join brand communities in order to satisfy an inherent need to feel part of a particular group or establish a sense of belonging to symbols which they consider important. Brand communities, in turn, provide an individual with the opportunity to get in touch with devoted consumers of a similar mind-set, establishing a common frame of reference within which people can interact and exchange accounts of product experiences. In practice, this is analogous to the supporting of a sports team, with a common cause being central to defining a sense of personal identity and bringing together people who otherwise may have nothing in common (Simons, 2013). This clearly plays into the hands of marketers, with this sense of loyalty leading to a fervour that seemingly creates customer loyalty and results in benefits for all involved parties. With such a powerful force close to hand, marketers can establish Facebook groups and pages, using the medium to interact with t heir consumer base, asking direct questions in an attempt to inspire dialogue and create information flow between individuals. Other innovative tools such as Facebook events, both real and virtual, can be used to sporadically bring people together under a common corporate banner, further reinforcing the aforementioned sense of community that such a facility creates (Zarrella and Zarrella, 2011). Another characteristic that is representative of the rise of social media marketing, and which certainly justifies its use by companies, is word of mouth advertising. Outside of the context of social media, word of mouth has typically been accepted as being a highly powerful force in the marketplace. According to Bansal and Voyer (2000), this is because the sender of such information, being a buying customer, usually has little to gain in terms of telling others about their experience of a particular brand, meaning that receivers can render any recommendations as being trustworthy and tru thful. This contrasts with the attempts of advertisers to promote the benefits of their product or service: what they say about their commercial offering may not be untrue but because they stand to gain monetarily from any purchases made, the fidelity of their claims could be rightly questioned. Social media, it seems, has amplified the effect of word of mouth in that consumption-related online communities materialise in cases in which enough people are speaking about a brand such that social relationships are formed. This has given rise to far-reaching networks to which people will specifically come in order to share information about a product or service (Brown, Broderick and Lee, 2007) and previous to the dawn of the internet, such a proliferation seems unthinkable. The messages that they emit through social media can be positive or negative, but it should usually conform to the aforementioned principle in that it will probably be truthful. Marketers appreciate this powerful forc e and though it is difficult to control, they can use their social media presence to encourage followers to disseminate positive messages and recruit new advocates by offering rewards and competitions to tag photos or share a specific piece of content with others (Clark and Melancon, 2013). However, in a competitive marketplace, efforts need to be somewhat more concentrated and one communications agency, M Booth, increased clothes sales for a client by partnering with a number of well-established online bloggers, leveraging their reach to set up a blog-up shop series which directly enhanced sales by $105,000 (Whitler, 2014). Accordingly, by strategically aligning itself with the right individuals, the company was able to funnel positive word of mouth messages through potent online social media channels in order to boost direct sales. There is further, perhaps more obvious, evidence relating to why a company should concentrate its efforts down social media channels: marketers can enjoy cost and time savings whilst providing a more stimulating experience to their users. What is more, the data that can be derived from this type of marketing can be very powerful with, for example, users tweets being easily trackable to offer an instant barometer of the popularity of a specific campaign or activity (Tella, 2015). Together, these factors offer a compelling case for social media marketing but what remains to be answered is the question as to whether a company should channel all of their marketing efforts into social media platforms. There is ample evidence to suggest otherwise. Mangold and Faulds (2009) state that the marketplace has been enhanced by social media because consumer to consumer communication has been substantially proliferated. This is a good development for companies from the perspective that word of mouth recommendations are more fluid and can reach more people, but the platform is unique in that it wrests some of the control of marketing messag es from the advertiser and empowers the consumer (Mangold and Faulds, 2009), whose experience of a given product or service may not necessarily be positive. If this were to be the case and the marketer has focused solely on social media marketing, it seemingly leaves too much marketing control in the hands of consumers and impedes the potential power of traditional advertising, which can deliver a more focused and controlled, albeit less interactive, message. It also means that marketing executives must work very hard in order to shape the views of consumers in line with the mission and goals of the organisation (Mangold and Faulds, 2009). Indeed, Clark and Melancon (2013) report that 21% of consumers have used social media to speak negatively of a brand. If this happens to occur on, say, a companys Twitter page, it could be very damaging to its image and, accordingly, social media marketing has rightly been associated with a relinquishment of control (Barker et al., 2013). Moreover , any efforts on the part of a company to forcefully influence this dynamic can be construed as domineering. At the same time, there exists an interesting advantage of traditional marketing efforts over those of social media. For example, a newspaper advertisement might make grandiose claims about a given product or service. To a great extent, this is expected by consumers who by now are conditioned to the techniques used by traditional marketers. Conversely, Barker et al. (2013) argue that social media marketing campaigns are unable adopt this approach. Because of the two-way communication element of this type of marketing, a consumers level of trust is of the utmost importance, meaning that marketing efforts which are not earnest and honest will be held to task by people who can become irked by exaggerated claims. This is representative of a lack of trust and exemplifies the altered dynamic and additional barriers that are apparent in social media marketing: it is undeniable th at consumers are more accessible through these new online avenues; however, the standard to which they hold the seller of a good or service may be higher and more fraught with danger than it is when traditional marketing forms are utilised. It is also worth noting the reach of a more traditional marketing platform such as television advertising. Extolling the benefits of this type of marketing, Burrow and Fowler (2015) state that this method has the propensity to influence people in an emotional way, using high production values to elicit a strong bond with the viewer. Of course, it must be noted that this can still be achieved on a social media platform such as YouTube, but this still gives consumers the two-way communication mechanism to communicate their like or dislike of a particular advertisement and is somewhat dependent on what that the consumer is actively searching for, as web activity can be very task-driven (Harvest Digital, 2007). Moreover, a television advertisement can deliver a controlled message to a very large audience, as evidenced by a sustained increase in demand for adverting space during the Super Bowl, a fact evidenced by an annual increase in advertising rates of 10.3% since the first iteration of that event, resulting in a cost of $3.75 million for a 30 second advertising segment (Ozanian, 2013). The average audience of the Super Bowl in 2014 exceeded 110 million people (Oh, Sasser and Almahmoud, 2015). Clearly, these observations lend credence to the assertion that traditional platforms still deliver value to marketers and that all resources should not necessarily be channelled into social media marketing mechanisms. Conclusion Based on the cited evidence in this work, it can be concluded that social media marketing efforts can be very rewarding as they offer new and innovative ways in which to engage with consumers and build a harmonious and sustained relationship. However, one must be critical of the contention that a company should focus all of its marketing efforts on social media platforms. Traditional marketing, though less dynamic in nature, still offers many advantages and can be used to reach a large amount of consumers in a short space of time. With consumers being less suspicious of this type of marketing, trust may be less likely to be breached, but the growth of social media channels is difficult to deny. The world is seemingly going online and social media provides a level of interactivity unrivalled by other platforms. Perhaps an optimal approach would be an integration of social media and traditional print media/television platforms, with consumers being encouraged to seek out online inter actions through traditional channels. Such an approach would seem to combine the best of both worlds and appeal to the widest possible audience. References Aiello, L. (2014). Handbook of research on management of cultural products: E-relationship marketing and accessibility perspectives. Hershey: Business Science Reference. Bansal, H. S., and Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177. Barker, M. S., Barker, D., Bormann, N. F., and Neher, K. 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