Impact of Advertisement Free Essays

Advertising From Wikipedia, the free encyclopedia Jump to: navigation, search This article is about the form of communication. For other uses, see Advertiser (disambiguation). â€Å"Adverts† redirects here. We will write a custom essay sample on Impact of Advertisement or any similar topic only for you Order Now For the English punk band, see The Adverts. For content guidelines on the use of advertising in Wikipedia articles, see Wikipedia:Spam. For a proposal on advertising about Wikipedia, see Wikipedia:Advertisements. A Coca-Cola advertisement from the 1890s Marketing| Key concepts| Product marketing * Pricing * Distribution * Service * Retail * Brand management * Account-based marketing * Ethics * Effectiveness * Research * Segmentation * Strategy * Activation * Management * Dominance * Marketing operations| Promotional contents| * Advertising * Branding * Underwriting spot * Direct marketing * Personal sales * Product placement * Publicity * Sales promotion * Sex in advertising * Loyalty marketing * Mobile marketing * Premiums * Prizes| Promotional media| Printing * Publication * Broadcasting * Out-of-home advertising * Internet * Point of sale * Merchandise * Digital marketing * In-game advertising * Product demonstration * Word-of-mouth * Brand ambassador * Drip marketing * Visual me rchandising| * v * t * e| Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means â€Å"to turn the mind toward. † [1] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. Commercial advertisers often seek to generate increased consumption of their products or services through â€Å"branding,† which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA). Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising. [1][2][3] In 2010, spending on advertising was estimated at $142. 5 billion in the United States and $467 billion worldwide [4] Internationally, the largest (â€Å"big four†) advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP. [citation needed] Contents * 1 History * 1. 19th century * 1. 2 20th century * 1. 2. 1 On the radio from the 1920s * 1. 2. 2 Public service advertising in WW2 * 1. 2. 3 Commercial television in the 1950s * 1. 2. 4 Media diversification in the 1960s * 1. 2. 5 Cable tv from the 1980s * 1. 2. 6 On the internet from the 1990s * 2 Advertising theory * 2. 1 Hierarchy of effects model * 2. 2 Marketing mix * 3 Types of advertising * 4 Sales promotions * 5 Media and advertising approaches * 5. 1 Rise in new media * 5. Niche marketing * 5. 3 Crowdsourcing * 5. 4 Global advertising * 5. 5 Foreign public messaging * 5. 6 Diversification * 5. 7 New technology * 5. 8 Advertising education * 6 Criticisms * 7 Regulation * 8 Advertising research * 9 Semiotics * 10 Gender effects in the processing of advertising * 11 See also * 12 Notes * 13 References * 14 External links| History Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. [5] History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. [citation needed] In the 18th century[when? ] advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called â€Å"quack† advertisements became a problem, which ushered in the regulation of advertising content. 9th century An 1895 advertisement for a weight gain product. As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N. W. Ayer Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. [6] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer Son was the first full-service agency to assume responsibility for advertising content. N. W. Ayer opened in 1869, and was located in Philadelphia. [6] 20th century A print advertisement for the 1913 issue of the Encyclop? dia Britannica At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women’s insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today’s standards,[citation needed] the advertisement featured a couple with the message â€Å"The skin you love to touch†. 7][non-primary source needed] Modern advertising was created with the innovative techniques used in tobacco advertising beginning in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered as the founder of modern, Madison Avenue advertising. [1][2][3] The tobacco industries was one of the firsts to make use of ma ss production, with the introduction of the Bonsack machine to roll cigarettes. The Bonsack machine allowed the production of cigarettes for a mass markets, and the tobacco industry needed to match such an increase in supply with the creation of a demand from the masses through advertising. 8] On the radio from the 1920s Advertisement for a live radio broadcast, sponsored by a milk company and published in the Los Angeles Times on May 6, 1930 In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. [9] Advertisements of hotels in Pichilemu, Chile from 1935. When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business’ name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station’s broadcasts, rather than selling the sponsorship rights to single businesses per show. Public service advertising in WW2 The advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS[citation needed], political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. â€Å"Advertising justifies its existence when used in the public interest—it is much too powerful a tool to use solely for commercial purposes. Attributed to Howard Gossage by David Ogilvy. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives. In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service advertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation’s largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear. [citation needed] Commercial television in the 1950s This practice was carried over to commercial television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons – to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission (FCC). [9] However, the U. S. Congress did require commercial broadcasting companies to operate in the â€Å"public interest, convenience, and necessity†. [10] Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Public Radio (NPR). In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show—up to and including having one’s advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. Media diversification in the 1960s In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. For example, the Esso gasoline company spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative[11] theme Put a Tiger in Your Tank. 12] Psychologist Ernest Dichter[13] and DDB Worldwide copywriter Sandy Sulcer[14] learned that motorists desired both power and play while driving, and chose the tiger as an easy–to–remember symbol to communicate those feelings. The North American and later European campaign featured extensive television and radio and magazine ads, including photos with tiger tails supposedl y emerging from car gas tanks, promotional events featuring real tigers, billboards, and in Europe station pump hoses â€Å"wrapped in tiger stripes† as well as pop music songs. 12] Tiger imagery can still be seen on the pumps of successor firm ExxonMobil. Cable tv from the 1980s The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada. On the internet from the 1990s Main article: Internet marketing With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the â€Å"dot-com† boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2. 9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lower—about 2. percent. [15] A recent advertising innovation is â€Å"guerrilla marketing†, which involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasingly more popular with a lot of companies. This type of advertising is unpredi ctable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and â€Å"embedded† ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook or Twitter. [citation needed] Advertising theory Hierarchy of effects model | This section contains information of unclear or questionable importance or relevance to the article’s subject matter. Please help improve this article by clarifying or removing superfluous information. August 2012) | * Hierarchy of effects model[16] It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. Purchase * Means-End Theory This approach suggests that an advertisement should contain a message or means that leads the consumer to a desire d end state. Leverage Points It is designed to move the consumer from understanding a product’s benefits to linking those benefits with personal values. * Verbal and Visual Images The political economy of advertisement is the theory that a few powerful groups, or ‘knowledge monopolies,’ control the thoughts, behaviors, and actions of the public through mass media as communication. As a form of communication, advertisement uses repeated verbal and visual images to develop and alter society. Over time, these repeated images and symbols become associated with either positive or negative attributes and can modify the public’s evaluation of such cultural objects as people, religions, ethnic groups, and societal roles. Thus, the media forms the beliefs and values of the public through media portrayals. The messages of the ((political economy)) commonly correlate with current economic interests. [17] Marketing mix | This section contains information of unclear or questionable importance or relevance to the article’s subject matter. Please help improve this article by clarifying or removing superfluous information. (August 2012) | Main article: Marketing mix The marketing mix has been the key concept to advertising. The marketing mix was suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of four basic elements called the four P’s. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels, market coverage and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product. [citation needed] Types of advertising An advertisement for a diner. Such signs are common on storefronts. Paying people to hold signs is one of the oldest forms of advertising, as with this human billboard pictured above A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular media for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (â€Å"logojets†), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an â€Å"identified† sponsor pays to deliver their message through a medium is advertising. Television advertising / Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3. 5 million (as of 2012). Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[18] or used to replace local billboards that are not relevant to the remote broadcast audience. [19] More controversially, virtual billboards may be inserted into the background[20] where none exist in real-life. This technique is especially used in televised sporting events. [21][22] Virtual product placement is also possible. 23][24] Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word â€Å"infomercial† is a portmanteau of the words â€Å"information† ; â€Å"commercial†. The main objective in an infomercial is to create an impulse purchase, so t hat the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Radio advertising Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241. 6 million weekly listeners, or more than 93 percent of the U. S. population. Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Product placements Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise’s character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them â€Å"classics,† because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In â€Å"Fantastic Four: Rise of the Silver Surfer†, the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard. Press advertising Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper. Billboard advertising Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan. Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies. In-store advertising In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP—Point Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, cafe, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East. [citation needed] Street advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer’s and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces. [citation needed] Sheltered Outdoor Advertising This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative decor can intensify the impression. Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps’ contract with Kellogg’s was terminated, as Kellogg’s did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl’s, Twister, NASCAR, Toyota and many more. Sales promotions Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action. [25] Media and advertising approaches | This section may contain original research. Please improve it by verifying the claims made and adding references. Statements consisting only of original research may be removed. (April 2012) | | This section needs additional citations for verification. (April 2012)| Increasingly, other media are overtaking many of the â€Å"traditional† media such as television, radio and newspaper because of a shift toward consumer’s usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo. [26] Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the medium. Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets. [27] Another successful use of digital signage is in hospitality locations such as restaurants. [28] and malls. [29] Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the â€Å"relevance† of the surrounding web content and the traffic that the website receives. Reasons for online display advertising: Display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, it’s used for direct response campaigns that link to a landing page with a clear ‘call to action’. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as â€Å"e-mail spam†. Spam has been a problem for e-mail users for many years. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. [citation needed] As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2. 2 billion and providers such as Admob delivered billions of mobile ads. citation needed] More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes. [citation needed] Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. [citation needed] Unpaid advertising (also called â€Å"publicity advertising†), can provide good exposure at minimal cost. Personal recommendations (â€Å"bring a friend†, â€Å"sell it†), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, â€Å"Xerox† = â€Å"photocopier†, â€Å"Kleenex† = tissue, â€Å"Vaseline† = petroleum jelly, â€Å"Hoover† = vacuum cleaner, and â€Å"Band-Aid† = adhesive bandage) — these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark – turning it into a generic term which means that its legal protection as a trademark is lost. From time to time, The CW Television Network airs short programming breaks called â€Å"Content Wraps,† to advertise one company’s product during an entire commercial break. The CW pioneered â€Å"content wraps† and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a new promotion concept, â€Å"ARvertising†, advertising on Augmented Reality technology. [citation needed] Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda). [citation needed] Rise in new media US Newspaper Advertising Revenue Newspaper Association of America published data [30] With the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of â€Å"entertaining† advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile and internet advertising grew by 18. 1% and 9. 2% respectively. Older media advertising saw declines: ? 10. 1% (TV), ? 11. 7% (radio), ? 14. 8% (magazines) and ? 18. 7% (newspapers ). [citation needed] Niche marketing Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies’ marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view. [31] Crowdsourcing Main article: Crowdsourcing The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial. [32] Chevrolet held a similar competition for their Tahoe line of SUVs. 32] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resultin g ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen’s BuzzMetrics to be the â€Å"most buzzed-about†. [33][34] This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey’s, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it remains controversial, as the long-term impact on the advertising industry is still unclear. [35] Global advertising Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the company’s speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel. [36] Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how economies of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad. [37] Foreign public messaging See also: Soft Power  and International Tourism Advertising Foreign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government’s desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People’s Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions. [citation needed] Diversification In the realm of advertising agencies, continued industry diversification has seen observers note that â€Å"big global clients don’t need big global agencies any more†. [38] This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as â€Å"a revolution in the ad world†. [39] New technology The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Survivor. Other strategies include integrating advertising with internet-connected EPGs, advertising on companion devices (like smartphones and tablets) during the show, and creating TV apps. Additionally, some like brands have opted for social television sponsorship. citation needed] Advertising education Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in the emphasis. [citation needed] A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as t he advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies. [40] Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns. Criticisms Main article: Criticism of advertising While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. [41] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. [42][43] In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Many even feel that often, advertisements exploit the desires of a consumer, by making a particular product more appealing, by manipulating the consumers needs and wants. Regulation Main article: Advertising regulation There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television Tobacco advertising imposed in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite. Greece’s regulations are of a similar nature, â€Å"banning advertisements for children’s toys between 7 am and 10 pm and a total ban on advertisement for war toys†. [44] In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets children was an important factor in the epidemic of childhood obesity in the United States. In New Zealand, South Africa,Pakistan, Afghanistan, Canada, and many European countries, the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is ‘legal, decent, honest and truthful’. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK. In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Planning Authority is a criminal offense liable to a fine of ? 2,500 per offence. All of the major outdoor billboard companies in the UK have convictions of this nature. In the US many communities believe that many forms of outdoor advertising blight the public realm. [45] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside. [46] Cities such as Sao Paulo have introduced an outright ban[47] with London also having specific legislation to control unlawful displays. Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws (e. g. In France, printing English words in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English). 48] The advertisement of controversial products such as cigarettes and condoms are subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguist ic variation is often used by advertisers as a creative device to reduce the impact of such requirements. Advertising research Main article: Advertising research Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns—pre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types. [citation needed] Semiotics Main article: Advertising research Today’s culture is made up of meanings between consumers and marketers. These meanings depict signs and symbols that are encoded in everyday objects. [49] Semiotics is the study of signs and how they are interpreted. Advertising has many hidden signs and meanings within brand names, logos, package designs, print advertisements, and television advertisements. The purpose of semiotics is to study and interpret the message being conveyed in advertisements. Logos and advertisements can be interpreted at two levels known as the surface level and the underlying level. The surface level uses signs creatively to create an image or personality for their product. These signs can be images, words, fonts, colors, or slogan. The underlying level is made up of hidden meanings. The combination of images, words, colors, and slogan must be interpreted by the audience or consumer. [50] The â€Å"key to advertising analysis† is the signifier and the signified. The signifier is the object and the signified is the mental concept. [51] A product has a signifier and a signified. The signifier is the color, brand name, logo design, and technology. The signified has two meanings known as denotative and connotative. The denotative meaning is the meaning of the product. A television’s denotative meaning would be that it is high definition. The connotative meaning is the product’s deep and hidden meaning. A connotative meaning of a television would be that it is top of the line. [52] Apple is an excellent example of using semiotics in their advertising campaign. Apple’s commercials used a black silhouette of a person that was the age of Apple’s target market. They placed the silhouette in front of a blue screen so that the picture behind the silhouette could be constantly changing. However, the one thing that stays the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones now signifies that the music device is an iPod. The white color signifies almost all of Apple’s products. [53] The semiotics of gender plays a key influence on the way in which signs are interpreted. When considering gender roles in advertising, individuals are influenced by three categories. Certain characteristics of stumuli may enhance or decrease the elaboration of the message (if the product is perceived as feminine or masculine). Second, the characteristics of individuals can affect attention and elaboration of the message (traditional or non-traditional gender role orientation). Lastly, situational factors may be important to influence the elaboration of the message. [54] There are two types of marketing communication claims-objective and subjective. [55] Objective claims stem from the extent to which the claim associates the brand with a tangible product or service feature. For instance, the camera has auto focus features. Subjective claims convey emotional, subjective, impressions of intangible aspects of a product or service. They are non-physical features of a product or service that cannot be directly perceived, as they have no physical reality. For instance the brochure has a beautiful design. [56] Males tend to respond better to objective marketing communications claims while females tend to respond better to subjective marketing communications claims. [57] In advertisements, men are represented as independent. They are shown in more occupations than women. Women are represented mainly as housewives and mothers. Men are more likely to be shown advertising cars or business products, while women advertise domestic products. Men are more likely to be shown outdoors or in business settings. Women are depicted in domestic settings. Men are more often portrayed as authorities. As far as ds go, with age men seem to gain wisdom and authority. On the other hand women seem to disappear with age. Voiceovers are commonly used in advertising. Most voiceovers are men (figures of up to 94% have been reported). There have been more female voiceovers in recent years but mainly for food, household products, and feminine care products. [58] Gender effects in the processing of advertising According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could have an effect on how they interpret advertising. 59] According to this study, men prefer to have available and apparent cues to interpret the message where females engage in more creative, associative, imagery-laced interpretation. More recently, research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and the affective tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy. The television programs in which the ads are embedded are shown to influence a consumer’s mood state. [60] Enforcement Policy Statement on Food Advertising May 1994 I. Introduction II. Legal Framework for Commission Action III. Nutrient Content Claims A. Claims Describing the Absolute and Comparative Nutrient Content of Foods 1. Absolute Nutrient Content Claims 2. Comparative Nutrient Content Claims 3. Synonyms for Nutrient Content Claims 4. Implied Nutrient Content Claims B. Nutrient Content Claim Disclosures IV. Health Claims A. Standard for Substantiation of Health Claims B. Health Claims for Foods That Contain a Nutrient at a Level That Increases the Risk of a Disease C. Nutrient/Substance Levels Sufficient to Ensure Meaningful Health Benefits D. Minimum Nutritional Value for Foods Bearing Health Claims E. Relevance of Dietary Factors to Claimed Health Benefit Footnotes Introduction The Federal Trade Commission (FTC) is issuing this statement to provide guidance regarding its enforcement policy with respect to the use of nutrient content and health claims in food advertising. The Commission believes the statement is appropriate in light of the passage of the Nutrition Labeling and Education Act of 1990 (NLEA),1 and the Food and Drug Administration’s (FDA) January 6, 1993, issuance of food labeling regulations implementing the NLEA. 2 The FTC, FDA, and USDA share jurisdiction over claims made by manufacturers of food products pursuant to a regulatory scheme established by Congress through complementary statutes. Section 5 of the Federal Trade Commission Act (FTC Act) (hereinafter â€Å"Section 5†) prohibits â€Å"unfair or deceptive acts or practices,† and, in the case of food products, Sections 12 and 15 of the FTC Act prohibit â€Å"any false advertisement† that is â€Å"misleading in a material respect. â€Å"3 FDA’s authority is embodied in part in Section 403(a) of the Federal Food, Drug, and Cosmetic Act (FDCA) which prohibits â€Å"labeling [that] is false or misleading in any particular. â€Å"4 Since 1954, the FTC and the FDA have operated under a Memorandum of Understanding,5 under which the Commission has assumed primary responsibility for regulating food advertising, while FDA has taken primary responsibility for regulating food labeling. 6 The NLEA amended Section 403 of the FDCA and effected broad changes in the regulation of nutrition claims on food labels. In addition to requiring nutrition information on virtually all food products, the NLEA directed FDA to standardize and limit the terms permitted on labels, and allows only FDA-approved nutrient content claims and health claims to appear on food labels. 7 While the NLEA is designed in part to prevent deceptive and misleading claims on labels, Congress also intended that nutrient content and health claims educate consumers in order to assist them in maintaining healthy dietary practices. 8 The NLEA also mandated that FDA undertake a consumer education effort to educate consumers about the new food label and the importance of diet to health. 9 Therefore, in keeping with its recently expanded and unique jurisdictional mandate, the requirements set forth in FDA’s regulations have a broader purpose than preventing false and misleading claims in food labeling. The NLEA applies only to labeling and did not change the FTC’s statutory authority to prohibit deceptive acts or practices under Section 5 of the FTC Act. Nevertheless, in light of the comprehensive regulatory scheme established for food labeling claims by the NLEA, the Commission is issuing this statement to clarify how its own authority relates to issues raised by FDA’s food labeling regulations. The Commission recognizes the importance of consistent treatment of nutrient content and health claims in food advertising and labeling and seeks to harmonize its advertising enforcement program with FDA’s food labeling regulations to the fullest extent possible under the statutory authority of the FTC Act. The Commission also recognizes the scientific expertise of FDA in this area. The Commission has traditionally accorded great weight to FDA’s scientific determinations in matters of nutrition and health and will continue to do so. In addition, as a general matter, it is unlikely that the Commission will take action under Sections 5 and 12 of the FTC Act regarding nutrient content and health claims if they comply with FDA’s regulations. 10 The principal elements of the Commission’s authority to regulate nutrient content and health claims in food advertising are set forth below in the discussion of the Commission’s legal framework in Part II of this statement. Part III of the statement addresses the Commission’s approach to harmonization with the NLEA and FDA’s regulations in the area of nutrient content claims in food advertising. Part IV of the statement addresses the Commission’s approach to health claims in food advertising. Claims made in food advertising may raise issues addressed in more than one section of this statement. Advertisers, therefore, should comply with all relevant provisions of the statement and not simply the provision that seems most directly applicable. In issuing this statement, the Commission recognizes that the FDA intends its regulatory approach to be dynamic, designed to respond to changes in science and consumer understanding of nutrition and diet-disease issues. Therefore, while the Commission’s purpose in issuing this statement is to provide guidance on how t will enforce Sections 5 and 12 in the food advertising area, the statement is not intended to provide a comprehensive analysis of how each of FDA’s regulations relates to the Commission’s enforcement policy. Instead, this statement focuses on the general issues that are likely to remain relevant t o the Commission’s regulation of food advertising over time, as specific provisions in the FDA regulations are amended. Legal Framework for Commission Action As noted above, the FTC regulates food advertising under its statutory authority to prohibit deceptive acts or practices under Section 5 of the FTC Act. The Commission has set forth its interpretations of this authority in its Deception Policy Statement11 and its Statement on Advertising Substantiation. 2 FTC food cases, applying the principles articulated in these statements, have also established a growing body of precedent against which food advertisers can assess the lawfulness of their claims. 13   As set out in the Deception Statement, the Commission will find an advertisement deceptive under Section 5 and, therefore, unlawful, if it contains a representation or omission of fact that is likely to mislead consumers acting reasonably under the circumstances, and that representation or omission is material. 14 The f irst step in a deception analysis is to identify representations made by an advertisement. A representation may be made by express or implied claims. An express claim directly makes a representation. The identification of an implied claim requires an examination of both the representation and the overall context of the ad,15 including the juxtaposition of phrases, images, and the nature of the claim and the transaction. 16 In other words, in ascertaining the meaning of an advertisement, the Commission will focus on the ad’s overall net impression. 17 In addition to deception arising from affirmative representations in an advertisement, the omission of material information may also be deceptive in certain circumstances. First, deception can occur through omission of information that is necessary to prevent an affirmative representation from being misleading. 8 Second, â€Å"it can also be deceptive for a seller to simply remain silent, if he does so under circumstances that constitute an implied but false representation. â€Å"19 However, â€Å"[n]ot all omissions are deceptive, even if providing the information would benefit consumers. â€Å"20 As with advertisements t hat contain affirmative representations, the test for whether an omission is deceptive is whether the overall impression created by the ad is deceptive. 21 The next step in identifying deception in an ad requires the Commission to consider the representation from the perspective of a consumer acting reasonably under the circumstances. 22 Finally, a representation must be material, i. e. , likely to affect a consumer’s choice or use of a product or service. 3 Express claims and claims involving health or safety are presumptively material. 24 In addition, objective claims carry with them the implication that they are supported by valid evidence. It is deceptive, therefore, to make an express or implied nutrition or health benefit claim for a food unless, at the time the claim is made, the advertiser possesses and relies upon a reasonable basis substantiating the claim. 25 A reasonable basis consists of competent and reliable evidence. In the context of nutrient content or healt h claims, substantiation will usually require competent and reliable scientific evidence sufficient to support the claim that is made. 6 Commission orders generally require that scientific evidence consist of tests, analyses, research, studies or other evidence conducted and evaluated in an objective manner by persons qualified to do so, using procedures generally accepted in the relevant profes How to cite Impact of Advertisement, Essay examples

Syllabus of Vtu Chem Engg Essay Example

Syllabus of Vtu Chem Engg Essay Fourier series Convergence and divergence of infinite series of positive terms, definition and illustrative examples* Periodic functions, Dirichlet’s conditions, Fourier series of periodic functions of period and arbitrary period, half range Fourier series. Complex form of Fourier Series. Practical harmonic analysis. Hours UNIT-2 Fourier Transforms Infinite Fourier transform, Fourier Sine and Cosine transforms, properties, Inverse transforms 6 Hours UNIT-3 Application of PDE Various possible solutions of one dimensional wave and heat equations, two dimensional Laplace’s equation by the method of separation of variables, Solution of all these equations with specified boundary conditions. D’Alembert’s solution of one dimensional wave equation. 6 Hours UNIT-4 Curve Fitting and Optimisation Curve fitting by the method : : : 25 03 100 y = ax + b, y = a x 2 + b x + c, = ae bx of least , y = ax b squares- Fitting of curves of the form Optimization: Linear program ming, mathematical formulation of linear programming problem (LPP), Graphical method and simplex method. 7 Hours PART-B UNIT-5 Numerical Methods 1 Numerical Solution of algebraic and transcendental equations: Regula-falsi method, Newton Raphson method. Iterative methods of solution of a system of equations: Gauss-seidel and Relaxation methods. Largest eigen value and the corresponding eigen vector by Rayleigh’s power method. 6 Hours UNIT-6 Numerical Methods – 2 Finite differences: Forward and backward differences, Newton’s forward and backward interpolation formulae. Divided differences Newton’s divided difference formula, Lagrange’s interpolation formula and inverse interpolation formula. Numerical integration: Simpson’s one-third, three-eighth and Weddle’s rules (All formulae/rules without proof) 7 Hours UNIT-7 Numerical Methods – 3 Numerical solutions of PDE – finite difference approximation to derivatives, Numerical solution of two dimensional Laplace’s equation, one dimensional heat and wave equations 7 Hours UNIT-8 Difference Equations and Z-Transorms Difference equations: Basic definition; Z-transforms – definition, standard Z-transforms, damping rule, shifting rule, initial value and final value theorems. Inverse Z-transform. Application of Z-transforms to solve difference equations. 6 Hours Note: * In the case of illustrative example s, questions are not to be set. Text Books: 1. B. S. Grewal, Higher Engineering Mathematics, Latest edition, Khanna Publishers. 2. Erwin Kreyszig, Advanced Engineering Mathematics, Latest edition, Wiley Publications. Reference Books: 1. B. V. We will write a custom essay sample on Syllabus of Vtu Chem Engg specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Syllabus of Vtu Chem Engg specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Syllabus of Vtu Chem Engg specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Ramana, Higher Engineering Mathematics, Latest edition, Tata Mc. Graw Hill Publications. 2. Peter V. O’Neil, Engineering Mathematics, CENGAGE Learning India Pvt Ltd. Publishers. MOMENTUM TRANSFER Subject Code No. of Lecture Hours/Week Total No. of Lecture Hours : 10CH32 : 04 : 52 PART – A UNIT 1: Fluid Statics and its Applications: Concept of unit operations, Concept of Momentum Transfer, Nature of fluids and pressure concept, Variation of pressure with height – hydrostatic equilibrium, Barometric equation, Measurement of fluid pressure – manometers. Continuous gravity decanter, Centrifugal decanter. Hours UNIT 2: Fluid flow phenomena: Types of fluids – shear stress and velocity gradient relation, Newtonian and non – Newtonian fluids, Viscosity of gases and liquids. Types of flow – laminar and turbulent flow, Reynolds stress, Eddy viscosity. Flow in boundary layers, Reynolds number, Boundary layer separation and wake formation. 6 Hours UNIT 3: Basic equations of fluid flow: Average velocity, Mass velocity, Continuity equation, Euler and Bernoulli equations, Modified equations for real fluids with correction factors. Pump work in Bernoulli equation. Angular momentum equation. 6 Hours UNIT 4: Flow of incompressible fluids in conduits and thin layer: Laminar flow through circular and non-circular conduits. Hagen Poiseuille equation, Laminar flow of non-newtonian liquids, Turbulent flow in pipes and closed channels, Friction factor chart. Friction from change in velocity or direction. Form friction losses in Bernoulli equation. Flow of fluids in thin layers. 6 Hours PART – B UNIT 5: Flow of compressible fluids: Continuity equation, Concept of Mach number, Total energy balance, Velocity of sound, Ideal gas equations. Flow through variable-area conduits. Adiabatic frictional flow. Isothermal frictional flow (elementary treatment only). 6 Hours 2 IA Marks Exam Hours Exam Marks : 25 : 03 : 100 UNIT 6: Flow of fluid past immersed bodies: Drag, Drag coefficient, Pressure drop – Kozeny-Carman equation, Blake-Plummer, Ergun equation, Fluidizaion, Conditions for fluidization, Minimum fluidization velocity, Types of fluidization, 4 Hours Metering of fluids: Pipes, Fitting and valves, Measurement of liquid and gas flow rates by orifice meter, venturi meter, rotameter and pitot tube. Hours UNIT 7: Flow through open channels – weirs and notches. 2 Hours Transportation of fluids: Elementary concept of target meter, vortex shedding meters, turbine meters, positive displacement meters, magnetic meters, coriolis meters and thermal meters. Performance and characteristics of pumps – positive displacement and centrifugal pumps. Fans, compressor and blowers. 6 Hours UNIT 8: Dimensional analysis: Dimensional homogeneity, Rayleigh’s and Buckingham’s II – methods. Significance of different dimensionless numbers. Elementary treatment of similitude between model and prototype. 4 Hours Introduction to unsteady state flow: Time to empty the liquid from a tank. 2 Hours Text Books: 1. Unit Operations of Chemical Engineering, McCabe. W. L. , et. al. 6th edn. , McGraw Hill, New York, 2001. 2. Engineering Fluid Mechanics, Kumar K. I. ,3rd Edition, Eurasia Publishing House (p) Ltd. , New Delhi,1984. Reference Books: 1. Chemical Engineering, Vol. 1. , Coulson J. II and Richardson. J. F.. , 5th edn. , Asian Books (p) Ltd. , New Delhi, 1998. 2. Introduction to Chemical Engineering, Badger. W. I. , and Banchero J. T. , Tata McGraw Hill, New York, 1997. CHEMICAL PROCESS CALCULATIONS Subject Code No. of Lecture Hours/Week Total No. of Lecture Hours : 10CH33 : 04 : 52 PART – A UNIT 1: Units and dimensions: Fundamental and derived units, Conversion. Dimensional consistency of equations. Dimensionless groups and constants. Conversion of equations. 6 Hours UNIT 2: Basic chemical calculations: Concept of mole, mole fraction. Compositions of mixtures of solids, liquids and gases. Concept of normality, molarity, molality, ppm. Use of semi-log, loglog, triangular graphs. Ideal gas law calculations, 6 Hours UNIT 3: Vapour pressure concepts, humidity, humidity chart, humidification and dehumidification, calculation of humidity. 7 Hours 3 IA Marks Exam Hours Exam Marks : 25 : 03 : 100 UNIT 4: Material balance without reaction: General material balance equation for steady and unsteady state. Typical steady state material balances in distillation, absorption, extraction, crystallization, drying. 7 Hours PART – B UNIT 5: Steady state material balance for mixing and evaporation. Elementary treatment of material balances involving bypass. Recycle and purging. 6 Hours UNIT 6: Steady state material balance with reaction: Principles of stoichiometry, Concept of limiting and excess reactants and inerts, fractional and percentage conversion, fractional yield and percentage yield, selectivity, related problems. 7 Hours UNIT 7: Ultimate and proximate analyses of fuels, Calculations involving combustion of solid, liquid and gaseous fuels, excess air. 6 Hours UNIT 8: Energy balance: General steady state energy balance equation, Thermo physics. Thermo chemistry and laws. Heat capacity. Enthalpy, Heat of formation, Heat of reaction, Heat of combustion and Calorific values. Heat of solution. Heat of mixing, Heat of crystallization. Determination of ? Hr at standard and elevated temperatures, flame temperature. 7 Hours Text Books: Stoichiometry (SI Units), Bhatt B. L. and Vora S. M, Third Edition, Tata McGraw Hill Publishing Ltd. , New Delhi, 1996. 2. Chemical Process Principles Part – I Material and Energy Balances, Hougen O. A. , Waston K. M. and Ragatz R. A. 2nd Edition, CBS publishers and distributors, New Delhi, 1995. 3. Basic Principles and Calculations in Chemical Engineering, Himmelblau D. M. , 6th Edition, Prentice Hall of India, New Delhi, 1997. 1. TECHNICAL CHEMISTRY Subject Code No. of Lecture Hours/Week Total No. of Lecture Hours : 10CH34 : 04 : 52 PART – A UNIT 1: IA Marks Exam Hours Exam Marks : 25 : 03 : 100 4 Colligative properties: Concept of mole and mole fraction. Colligative properties Meani ng and types, Lowering of vapour pressure, Raoult’s law statement, limitations. Determination of molecular weight by lowering of vapour pressure, problems. Ostwald’s and Walker’s method, Elevation in boiling point of a solvent – derivation, Experimental determination of molecular weight by ebulliscopic method, problems. Isotonic solutions – abnormal molecular weight. Osmosis and Osmotic pressure Explanation of the terms, effect of concentration and temperature and simultaneous effect of concentration and temperature on osmotic pressure. Determination of molecular weight Berkeley and Hartley’s method and problems. Hours UNIT 2: Principles of valence bond theory and molecular orbital theory: Introduction to chemical bonding Formation of ionic bond, covalent bond and co-ordinate bond with examples; Energies of covalent bond formation, Valence bond theory – postulates and explanation, Types of covalent bonds: -? and -? bonds; Molecular orbital theory – postulates, Linear combination of atomic orbitals (LCAO), condi tions for effective combination of atomic orbitals. Molecular orbital configuration of simple molecules (H2 and He2); Similarities and distinctions between valence bond theory and molecular orbital theory; Polar and non polar covalent bonds. Hours UNIT 3: Surface chemistry: Introduction, Types of adsorption – Physisorption and chemisorption, adsorption isotherm, isobar, isotere, Langmuir adsorption isotherm, BET isotherm, BET equation for surface area, Langmuir-Hinshelwood, and Langmuir-Rideal mechanisms, kinetic effects of surface heterogeneity, surface inhibition and activation energies, unimolecular and bimolecular surface reactions, reactions between two adsorbed molecules, Transition state theory of surface reactions, Mechanism of chemisorption and rates of chemisorption and desorption. Hours UNIT 4: Catalysis: Basic principles, classification of catalytic systems; Homogeneous catalysis: Homogeneous catalysis involving gases, Homogeneous catalysis in the liquid phase wit h examples including Wilkinson’s catalyst; Heterogeneous catalysis- Explanation with examples including Ziegler-Natta catalyst; Mechanism of acid-base catalysis, Catalytic reactionsHydrogenation, transfer hydrogenation, hydroformylation, isomerization, Wacker’s processacetic acid from ethylene; Negative catalysis and its mechanism. Hours PART – B UNIT 5: Dyes: Colour and constitution chromophore, and auxochrome theory , modern theory of colour, classification of dyes by structure and by methods of application. Synthesis of dyes Methyl orange, Congo red, Malachite green, Indigo and Alizarin. Hours UNIT 6: Reaction mechanism: Concept of reactive intermediates- carbanions, carbocations, inductive and resonance effects; Mechanism of nucleophilic substitution (SN1 and SN2) in alkyl halides; Mechanistic concept of elimination reactions (E1 and E2); Mechanism of electrophilic substitution in benzene Nitration, sulphonation, halogenation, Friedel-Crafts alkyl and acy lation reactions; Electronic interpretation of orienting influences of substituents in romatic electrophilic substitution of toluene, chlorobenzene, phenol and nitrobenzene. 7 Hours 5 UNIT 7: Insecticides: Definition, classification – i) Internal or Stomach insecticide ii) External or Contact Insecticides iii) Fumigants Explanation with examples; Organic insecticides – DDT, Chlordane, Nitrophenol, BHC (Gammexane), Aldrin, Schradan, Parathion, Malathion and Baygon synthesis and their applications; Rodenticides, Fungicides, and Herbicides – Definition, examples and their applications. Hours UNIT 8: Oils and fats-Vegetable oils- Examples; Analysis of oils- Saponification value,iodine value and acid value their determination, Extraction of oils- Solvent extraction, Refining of oils, Hydrogenation manufacture of Vanaspati. Soaps and detergents – Manufacture of soap by hot process; Types of soaps Liquid soap, Toilet soaps-opaque and transparent; Mechanism of cleansing action of soap; Synthetic detergents– Ionic detergents-anionic and cationic; Nonionic detergents-Manufacture. 6 Hours Text Books: 1. 2. Organic Chemistry, Morrision B. R. nd Boyd L. L. , 6th Edition, ELBS, New Delhi, 1999. Physical Chemistry, Puri L. R. and Sharma B. R. , 14th Edition, Chand S. and Co. , New Delhi, 1998. Reference Books: 1. 2. 3. 4. 5. 6. 7. 8. Modern Synthetic Reactions, House, H. O. , ULBS Publishers, New Delhi. Organic Reactions Mechanism, Sykes Peter, 2nd Edition, ULBS Publishers, New Delhi, 2003. Organic Chemistry, Finar, Vol 1 and 2, ULBS Publishers, New Delhi. Industrial Chemistry, Sharma B. K. , 11th Edition, Chand S. and Co. New Delhi, 2001. Organic Chemistry, Tiwari Melhrotra and Vishnoi, 7th edition, Chand S. nd Co. , New Delhi, 1996. A Text Book of Organic Chemistry, Arun Bahl and Bahl B. S. , 15th Edition, S. Chand and Company, New Delhi, 1998. Surface Chemistry: Theory and applications, J. J. Bikerman, 2nd Edition, Academic press, N ew York, 1972. Physical Chemistry of Surfaces, A. W. Adamson, 3rd Edition, Interscience publishers Inc. , New York, 1960. MECHANICAL OPERATIONS Subject Code No. of Lecture Hours/Week Total No. of Lecture Hours : 10CH35 : 04 : 52 PART – A UNIT 1: Particle technology: Particle shape, particle size, different ways f expression of particle size, shape factor, sphericity, standard screen, screens – ideal and actual screens, differential and cumulative size analysis, specific surface of mixture of particles, Number of particles in a mixture, effectiveness of screen, 5 Hours UNIT 2: 6 IA Marks Exam Hours Exam Marks : 25 : 03 : 100 Industrial screening equipment, Motion of screen, Grizzly, Gyratory screen, Vibrating screen, Trommels, Sub sieve analysis – Air permeability method, Sedimentation and elutriation methods. Hours UNIT 3: Size reduction: Introduction – Types of forces used for comminution, Criteria for communition, characteristics of comminuted products, Laws of size reduction, Work Index, Energy utilization, Methods of operating crushers – Free crushing, Choke feeding, Open circuit grinding, Closed circuit grinding, Wet and dry grinding, Equipment for size reduction – Blake jaw crusher, Gyratory crusher, Smooth roll crusher, Toothed roll crusher, Impactor, Attrition mill, Ball mill, Critical speed of ball mill, Ultra fine grinders, Fluid energy mill, Colloid mill, Cutters – Knife cutter. Hours UNIT 4: Motion of particles through fluids: Mechanics of particle motion, equation for one dimensional motion of particles through a fluid in gravitational and centrifugal field, Terminal velocity, Drag coefficient, Motion of spherical particles in Stoke’s regime, Newton’s regime and Intermediate region, Criterion for settling regime, Hindered settling, Modification of equation for hindered settling, Sedimentation: Coe and Clevenger theory, Kynch theory, Batch settling test, Application of batch settling te st, Determination of thickener area. Hours PART – B UNIT 5: Filtration: Introduction, Classification of filtration, Cake filtration, Clarification, Batch and continuous filtration, pressure and vacuum filtration, Constant rate filtration, characteristics of filter media, industrial filters, sand filter, Filter press, leaf filter, Rotary drum filter, Horizontal belt filter, Bag filter, Centrifugal filtration – Suspended batch centrifuge, Filter aids, Application of filter aids. Hours UNIT 6: Agitation and mixing: Application of agitation, Agitation equipment, Types of impellers – Propellers, Paddles and Turbines, Flow patterns in agitated vessels, Prevention of swirling, Standard turbine design, Power correlation and power calculation, Mixing of solids, Types of mixers – Change can mixers, Muller ixers, Mixing index, Ribbon blender, Internal screw mixer, Tumbling mixer. 6 Hours UNIT 7: Sampling, storing and conveying of solids: Sampling of solids, storage of solids, Open and closed storage, Bulk and bin storage, Conveyors – Belt conveyor, Chain conveyor, Apron conveyor, Bucket conveyor, Bucket elevator, Screw conveyor, Slurry transport, Applications of fluidization, Pneumatic conveying. Hours UNIT 8: Miscellaneous separation: Magnetic separation, electrostatic separation, Jigging, Heavy media separation, Froth floatation process, Additives used during floatation, Floatation cells, Typical floatation circuits, Size enlargement (only principle and equipment) – Flocculation, Briquetting, Pelletization, Granulation, Settling chambers, Centrifugal separators, Cyclones and Hydro cyclones, Electrostatic Separator, Venturi scrubber. 7 Hours Text Books: 7 Unit Operations of Chemical Engineering, McCabe W. L. , et. al. , V Edn. , McGraw Hill International, New york, 2000. 2. Introduction to Chemical Engineering, Badger, W. L. and Banchero J. T, 3rd Edition, McGraw Hill International Edition, Singapore, 1999. 3. Coulson and Richardson’s Chemical Engineering Vol. 2 Particle Technology and Separation Processes, Coulson J. M. and Richardson J. F. , 4th Edition, Asian Books Pvt. Ltd, New Delhi, 1998. Reference Books: Unit Operations, Brown. G. G. et. al. , 1st Edition, CBS Publishers, New Delhi, 1995. Perry’s Chemical Engineers’ Handbook, Perry R and Green W. D. , 1st Edition, McGraw Hill International, New York, 2000. 3. Principles of Unit Operations, Foust A. S. et. al. , 3rd Edition, John Wiley and Sons, New York, 1977. 1. 2. COMPUTER AIDED CHEMICAL EQUIPMENT DRAWING Subject Code No. of Practical Hours/Week Total No. of Hours : 10CH36 : 03 : 39 IA Marks Exam Hours Exam Marks : 25 : 03 : 50 1. Sectional views: Representation of the sectional planes, Sectional lines and hatching, selection of section planes and types of sectional views. Hours Proportionate drawing of process equipment: Equipment and piping symbols, Vessel component; Vessel opening, Manholes, Vessel enclosures, Vessel support, Jackets, Shell and 12 Hours tube heat exchanger, Reaction vessel and Evaporator. Assembly drawing: (i) Joints: Cotter joint with sleeve, cotter joint, Socket and Spigot joint, Flanged pipe joint, Union joint, Stuffing box and Expansion joint (Screw type or Flanged type). (ii) V alves: Stop valve, Globe valve, Stop cock and Gate valve, Screw down Stop valve, Rams Bottom safety valve, Non-return valve. iii) Pumps: Centrifugal pump, Gear pump. 21 Hours Note: 1. Assignments to be given to students to practice all the drawings and weightage shall be given to these assignments while awarding IA marks. 2. Examination consists of one question on proportionate drawing (15 marks) and one question on Assembly drawing (35 Marks). Weightage must be given for proportionate sketching drawn on paper. Software: Solid Edge or Equivalent Software Text Books: 1. Machine Drawing, Gopal Krishna, 9th Edition, K. R, Subhas Stores, Bangalore 1995. 2. Machine Drawing, Bhatt, N. D. 29th Edition, Charotar Publishing House, Anand, 1995. 3. Process Equipment Design, Joshi, M. V. , 3rd Edition, Macmillian India publication†, New Delhi, 2000. Reference Books: 1. Chemical Process Equipment, Walas, S. M. , Butterworth Heinemann Pub. 1999. 2. Applied Process Design, Ludwig E. E. , 3rd Edition, Gulf Professional Publising, New Delhi, 1994. 8 MOMENTUM TRANSFER LAB Subject Code No. of Practical Hours/Week Total No. of Hours : 10CHL37 : 03 : 39 IA Marks Exam Hours Exam Marks : 25 : 03 : 50 The experiment should be based on the following topics; 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 2. 13. 14. Friction in circular pipes Friction in non circular pipes Friction in helical / spiral coils Flow rate measurement using venturi / orifice meters (incompressible fluid) Local velocity measurement using pitot tube Flow over notches Hydraulic coefficients – open orifice Packed bed Fluidized bed Characteristics for centrifugal pump Study of various pipe fittings and their equivalent lengths Compressible fluid flow measurement using venturi / orifice meters Reynolds apparatus Air lift pump Note: Minimum of 10 experiments are to be conducted. TECHNICAL CHEMISTRY LAB – I Subject Code No. f Practical Hours/Week Total No. of Hours : 10CHL38 : 03 : 39 IA Marks Exam Hours Exam Marks : 25 : 03 : 50 The experiment should be based on the following topics; 1. 2. 3. 4. 5. 6. 7. 8. 9. Estimation of HCl and CH3COOH in a given acid mixture conductometrically. Determination of sulphate and nitrate in the given sample of water using Nephelometer and spectrophotometer. Determination of chloride content in the given sample of water using N/40 AgNO3 solution and KCl crystals. Determination of partition coefficient of iodine between water and carbon tetrachloride. Study of kinetics of the reaction between K2S2O8 and KI. Determination of percentage of nitrogen in ammonium fertilizers, using 1 N NaOH solution and standard HCl solution. Determination of percentage composition of binary mixture using Ostwald’s viscometer. Effect of salt on the critical solution temperature of phenol-water system. Determination of molecular weight of a non-volatile solute by elevation in boiling point. (Using McCoy’s apparatus). 9 10. 11. 12. Determination of nickel as nickel dimethylglyoximate gravimetrically (after separating iron) in the given stainless steel solution. Determination of iron as ferric oxide gravimetrically (after separating copper) in the given chalcopyrites ore solution. Determination of zinc in the given brass solution volumetrically (after separating copper). Note: Minimum of 10 experiments are to be conducted. ENGINEERING MATHEMATICS – IV Sub Code Hrs/ Week Total Hrs. : : : 10MAT41 04 52 IA Marks Exam Hours Exam Marks : : : 25 03 100 PART-A UNIT-1 Numerical Methods- 1 Numerical solution of ordinary differential equations of first order and first degree; Picard’s method, Taylor’s series method, modified Euler’s method, Runge-kutta method of fourth-order. Milne’s and Adams Bashforth predictor and corrector methods (No derivations of formulae). 6 Hours UNIT-2 Numerical Methods – 2 Numerical solution of simultaneous first order ordinary differential equations: Picard’s method, Runge-Kutta method of fourth-order. Numerical solution of second order ordinary differential equations: Picard’s method, Runge-Kutta method and Milne’s method. 6 Hours UNIT-3 Complex variables – 1 Function of a complex variable, Analytic functions-Cauchy-Riemann equations in cartesian and polar forms. Properties of analytic functions. Application to flow problems- complex potential, velocity potential, equipotential lines, stream functions, stream lines. 7 Hours UNIT-4 Complex variables – 2 Conformal Transformations: Bilinear Transformations. Discussion of Transformations: 7 Hours w = z 2 , w = e z , w = z + ( a 2 / z ) . Complex line integrals- Cauchy’s theorem and Cauchy’s integral formula. PART-B UNIT-5 Special Functions Solution of Laplace equation in cylindrical and spherical systems leading Bessel’s and Legendre’s differential equations, Series solution of Bessel’s differential equation leading to Bessel function of first kind. Orthogonal property of Bessel functions. Series solution of Legendre’s differential equation leading to Legendre polynomials, Rodrigue’s formula. 7 Hours 10 UNIT-6 Probability Theory 1 Probability of an event, empherical and axiomatic definition, probability associated with set theory, addition law, conditional probability, multiplication law, Baye’s theorem. 6 Hours UNIT-7 Probability Theory- 2 Random variables (discrete and continuous), probability density function, cumulative density function. Probability distributions – Binomial and Poisson distributions; Exponential and normal distributions. Hours UNITSampling Theory Sampling, Sampling distributions, standard error, test of hypothesis for means, confidence limits for means, student’s t-distribution. Chi -Square distribution as a test of goodness of fit 6 Hours Text Books: 1. B. S. Grewal, Higher Engineering Mathematics, Latest edition, Khanna Publishers 2. Erwin Kreyszig, Advanced Engineering Mathematics, Latest edition, Wiley Publications. Reference Book: 1. B. V. Ramana, Higher Engineering Mathematics, Latest edition, Tata Mc. Graw Hill Publications. 2. Peter V. O’Neil, Engineering Mathematics, CENGAGE Learning India Pvt Ltd. Publishers. MATERIAL SCIENCE Subject Code No. of Lecture Hours/Week Total No. of Lecture Hours : 10CH42 : 04 : 52 PART – A UNIT 1: Introduction: Introduction to material science, classification of engineering materials, Level of structure, Structure property relationships in materials. 2 Hours Crystal Geometry And Structure Determination Geometry of crystals-the Bravais lattices, Crystal directions and planes-the miller indices, Structure determination-X-Ray diffractionBragg law, The powder method, Scanning electron microscope. Hours UNIT 2: Atomic Structure, Chemical Bonding And Structure Of Solids: Structure of atom, Periodic table, Ionization potential, Electron affinity and electro-negativity, Primary and secondary bonds, Variation of bonding character and properties, Covalent solids, Metals and alloys, Ionic solids, Structure of silica and silicates, Polymers. 6 Hours UNIT 3: Crystal Imperfections: Po int imperfections, Line imperfections-edge and screw dislocations, Surface imperfections. Hours UNIT 4: Phase Diagram and Phase Transformations: Phase rule, Single component systems, Binary phase diagrams, Lever rule, Typical phase diagrams for Magnesia-Alumina, Copper-Zinc, Iron – Carbon systems, Nucleation and growth, solidification, Allotropic transformation, Cooling curve for pure iron, Iron-carbon equilibrium diagram, Isothermal transformations (TTT Curves), Eutectic, Eutectoid, Peritectic, Peritectoid reactions. 8 Hours 11 IA Marks Exam Hours Exam Marks : 25 : 03 : 100 PART – B UNIT 5: Deformation of Materials and Fracture: Elastic deformation, Plastic deformation, Creep, Visco-elastic deformation, Different types of fracture. 7 Hours UNIT 6: Heat Treatment: Annealing Normalizing, Hardening, Martempering, Austempering, Hardenability, Quenching, Tempering, Carburising, Cyaniding, Nitriding, Flame hardening. 6 Hours UNIT 7: Corrosion and its Prevention: Direct corrosion, Electro-chemical corrosion, Galvanic cells, High temperature corrosion, Passivity, Factor influencing corrosion rate, Control and prevention of corrosion-modification of corrosive environment, Inhibitors, Cathodic protection, Protective coatings, glass lining, lead lining, FRP lining. Hours UNIT 8: Typical Engineering Materials: Ferrous metals, Non ferrous metals and alloys – Aluminium and its alloys, Copper and its alloys, Lead and its alloys, Tin, Zinc and its alloys, Alloys for high temperature service, Ceramic materials – Structure of ceramics, Polymorphism, Mechanical, electrical and thermal properties of ceramic phase. 8 Hours Text Books: 1. Materials Science and Engineering – A First Course, Raghavan V, 3rd Edn. , Prentice Hall of India Pvt. Ltd. , New Delhi, 1996. 2. Material Science and Processes, Hajra Choudhury S. K. , 2nd Edition, Indian Book Distributing Co. 1982. Reference Books: 1. Elements of Material Science, Van Valck H. L. , 2nd Edn. , Addision – Wesly Publishing Company, New York, 1964. CHEMICAL ENGINEERING THERMODYNAMICS Subject Code No. of Lecture Hours/Week Total No. of Lecture Hours : 10CH43 : 04 : 52 PART – A UNIT 1: Basic Concepts: System, surrounding and Processes, Closed and Open systems, State and Properties, Intensive and Extensive Properties, State and Path functions, Equilibrium state and Phase rule, Zeroth law of thermodynamics, Heat reservoir and Heat engines, Reversible and Irreversible processes. First Law of Thermodynamics: General statement of First law of thermodynamics, First law of cyclic process and non – flow processes, Heat capacity. Derivation for closed system steady state flow process-flow calorimeter heat capacity. 6 Hours UNIT 2: P-V-T Behaviour: P-V-T behaviour of pure fluids, Equations of state and ideal gas law, Processes involving ideal gas law: Constant volume, constant pressure, constant temperature, adiabatic and polytropic processes. Equations of state for real gases: Vander Waals equation, 12 IA Marks Exam Hours Exam Marks : 25 : 03 : 100 Redlich – Kwong equation, Peng – Robinson equation, Virial equation. Compressibility charts: Principles of corresponding states, Generalized compressibility charts: Principles of corresponding states, Generalized compressibility charts. Thermodynamics diagrams. 6 Hours UNIT 3: Second law of thermodynamics: General statements of the Second law, concept of Entropy, The Carnot Principle, Calculation of entropy changes, Clausius Inequality, Entropy and Irreversibility, Third law of thermodynamics. Hours UNIT 4: Thermodynamic Properties of Pure Fluids: Reference Properties, Energy Properties, Derived Properties, Work function, Gibbs free energy, Relationships among thermodynamic properties: Exact differential equations, Fundamental property relations, Maxwell’s equations, Clapeyron equations, Entropy heat capacity relations, Modified equations for Internal energy and enthalpy, Effect of temperature on internal energy, enthalpy, and entropy, Relationships between CP an d CV, GibbsHelmholtz equation. 8 Hours PART – B UNIT 5: Properties of Solutions: Partial molar properties, Chemical potential, Fugacity in solutions, Henry’s law and dilute solutions, Activity in solutions, Property changes of mixing, excess properties. (Qualitative treatment) Activity activity coefficient. 7 Hours UNIT 6: Phase Equilibria: Criteria of phase equilibria, Criterion of stability, Duhem’s theorem, Vapour – Liquid Equilibria, VLE in ideal solutions, Non-Ideal solutions, VLE at low pressures, VLE at high pressures, Consistency test for VLE data, Calculation of Activity coefficients using Gibbs – Duhem equation, Liquid-Liquid equilibrium diagrams. Hours UNIT 7: VLE Correlations Equations: Van Laar, Margules, and Willson equations. 6 Hours UNIT 8: Chemical Reaction Equilibria: Reaction Stoichiometry, Criteria of chemical reaction equilibrium, Equilibrium constant and standard free energy change, Effect of temperature, pressure on equilibrium constants and other factors affectin g equilibrium conversion, Liquid phase reactions, Heterogeneous reaction equilibria, phase rule for reacting system. 7 Hours Text Books: 1. Introduction to Chemical Engineering Thermodynamics, Smith J. M. and Vanness H. C. , Fifth edition, McGraw Hill, New York, 1996. 2. Chemical Engineering Thermodynamics, Rao, Y. V. C. , New Age International Publication, Nagpur, 2000. 3. Textbook of Chemical Engineering Thermodynamics, Narayanan, K. V. , 8th Edition, Prentice Hall of India Private Limited, New Delhi, 2001. PROCESS HEAT TRANSFER Subject Code No. of Lecture Hours/Week Total No. of Lecture Hours : 10CH44 : 04 : 52 IA Marks Exam Hours Exam Marks : 25 : 03 : 100 13 PART – A UNIT 1: Introduction: Various modes of heat transfer Viz. Conduction, Convection and Radiation. Conduction: Fouriers law, Steady state unidirectional heat flow through single and multiple layer slabs, Cylinders and spheres for constant and variable thermal conductivity. 8 Hours UNIT 2: Insulation: Properties of insulation materials, Types of insulation, Critical and Optimum thickness of insulation. 4 Hours Extended Surfaces: Fins – Types of fins, Derivation of fin efficiency for longitudinal fins, Fin effectiveness. 2 Hours UNIT 3: Elementary treatment of unsteady state heat conduction. 2 Hours Convection: Individual and overall heat transfer coefficient, LMTD, LMTD correction factor. Hours UNIT 4: Dimensionless numbers, Dimensional analysis, Empirical correlation for forced and natural convection. 6 Hours PART – B UNIT 5: Analogy between momentum and heat transfer – Reynolds, Coulburn and Prandtl analogies. Heat Transfer with Phase Change: Boiling phenomena, Nucleate and film boiling, Condensation – Film and Drop wise condensation, Nusselts equatio ns. 5 Hours UNIT 6: Heat Transfer Equipment: Double pipe heat exchangers, Shell and tube heat exchangers – Types of shell and tube heat exchangers, Construction details, Condenser – types of condensers. Hours UNIT 7: Design of Heat Transfer Equipment: Elementary

American Childhood essays

American Childhood essays 1. The setting of the story was a little confusing because of the different perspectives and scenery jumps. It takes place in the 1950s. The place where the story first occurs is a suburban Pittsburgh neighborhood. The background is her environment. The tone relates to the story by it being in 1st person perspective. She is remembering her childhood and telling the reader about how her feelings on different things changed. The mood is family warmth and togetherness and how it relates to the suburban neighborhood. 2. There was only one main character in the story, and it was Annie Dillard, the author. Annie has light colored hair and a slender body. She is very adventurous and loves nature. She spends a lot of time reading books. She inherited her fathers taste for music. She likes jazz and Dixieland. Her family loves comedy and teaches her the science of joke telling, so she practices as the straight man in her fathers jokes. There are many different words to describe her, but if I had to choose one I would have to say she is a daydreamer. 3. The theme has to deal with life in general and all changes in it. Life is a journey from childhood to death; with each step through life you become more awake and aware. When she talks about becoming more awake and aware she is saying that youre able to notice changes in yourself and the world. Also, you realize the more you know the less you really know. The world is a very big place always changing and never ending, thats how I think the author would describe the theme of her book. She was showing how everyone elses perspective on life and the world change, as you get older. 4. She starts out in a Pittsburgh neighborhood remembering her early childhood. The story starts with her talking about her family and how she changed over the years. There is no conflict it is just her remembering her childhoo...

6 Common Career Regrets to Avoid

6 Common Career Regrets to Avoid We all have regrets in life. Regret after eating those tacos at 11:30 last night. Regret over not asking that perfect person on a date back in college. Your career isn’t immune to that same level of â€Å"what if?†, but by identifying some common areas of potential regret, you might be able to change your professional destiny a bit. 1. Playing it too safeDid you avoid asking for a promotion because your manager might say no? Have you waited for colleagues to speak up with their ideas because you weren’t sure how yours would be received? Being bold and taking a risk (or a stand) once in a while can lead you to workplace opportunities you might never have noticed otherwise.2. Staying for the moneyA large salary can be hard thing to walk away from- but if you think about your current career path and the biggest (or only) positive is your paycheck, you might want to reconsider. Without the fulfillment of a job that challenges you and makes you greet projects with ent husiasm, your 20-years-from-now self will likely  be stressed and unhappy.3. Staying for the friendsAs with the money, if your awesome colleagues are the only reason you’re excited to head into the office in the morning, you might want to rethink your job. Sure, the friendly chats, goofy emails, and bonding over office absurdities can get you through the day, but don’t let that cover up your relationship with your job.If you’re not satisfied with your day-to-day workload or the way you’re managed, friends may not make up for that in the long term. And what happens when your buddies move on to other jobs and opportunities, leaving you behind at a job you don’t especially like?4. Not making an effort with your coworkersOn the flip side, we’ve all seen coworkers who have zero interest in being one of the gang. If you’re that coworker (you know, the one who wears headphones 24/7 or awkwardly avoids small talk at the espresso machine), y ou might want to reach out a little more and get to know your colleagues.You don’t have to go to every happy hour, or â€Å"like† everything they post on Facebook. But you spend many hours a week with these people. You all share a common goal (workplace success), and knowing people’s personalities and strengths can help make your own work more effective. Besides, a little bonding can help you get through those tough projects and long days together.5. Not maintaining your networkRemember whatsherface, whose cubicle was across from yours six years ago? Well, now she works for your dream company, and she could totally get you a foot in the door- if only you had maintained a relationship.Once you start at a new job, â€Å"out of sight, out of mind† can be tempting as you meet new colleagues and learn a new workplace culture. However, keeping in touch with your former colleagues and mentors can help you build a large and fruitful network as you move through yo ur career. You never know when you’ll be perfect for an opening at your old boss’s new company†¦ but you’ll definitely never know if you haven’t bothered to email him since your last day together in the office.6. Neglecting work-life balanceIf you go to a colleague’s retirement party and ask them to reflect on their long career, you know what you’re not going to hear? â€Å"I wish I’d worked more 14-hour days.† Whether that means leaving the office on time, not answering emails after 9 p.m., or just making sure you take a lunch break, it’s important to maintain boundaries.Working (or thinking about working) all the time can lead to stress and burnout. Making sure you’re able to devote time to your family (or to your longtime hobby of knitting sweaters for cats) can help you get the balance you need to be productive and satisfied throughout your career.

Mamikon's Calculus Paper Research Example | Topics and Well Written Essays - 1500 words

Mamikon's Calculus - Research Paper Example II. Description of Mamikon’s Approach Mamikon’s method utilized shapes in order to get his points across about the ways that calculus could be approached. According to Pritchard (2003), Mamikon Mnatsakanian came up with a visual method of solving calculus utilizing shapes, which befuddled the Soviets; later on, he got his Ph.D. in physics (pp. 38). Of course, giving students linear and curved objects would be just one way to demonstrate how a calculus problem is set up. According Tom Apostol and Mamikon Mnatsakanian’s article in Haunsperger (2007), â€Å"For centuries mathematicians have been interested in curves that can be constructed†¦Ã¢â‚¬  (pp. 120). Mamikon’s idea was that if young people—even very young children—could use manipulatables in order to see how shapes can form and change based on volume or linear adjustments, they would be able to innately understand principles that come directly from calculus. In this regard, it is so important to have exposure to complex math problems as early as possible in order to stimulate a child’s mind. This is not to say that very young students should be forming the geometry proofs proving energy equals mass times the speed of light squared. On the contrary, the math that children should work on, in terms of problems, should be guided with visual aids and shapes or drawings that would further explain some complex concepts. III. Three Examples Having the students find a simple derivative would be a good place for them to start in learning more about the world of calculus. According to Alsina and Nelsen (2006), â€Å"In calculus, one [important piece of information] is the area under the graph of a function† (pp. 16). First, they could start of with a very simple equation, like f(x) = x^2. Then, what they could do next is find the derivative. The equation would be f’ (also known as f prime) = 2x. Next, the next step would be having a derivative of 2. And then the integer would become zero, finally. So, this is just one way in which some of the rules of derivatives could be simply explained on the board with graphs and a formula instead of having to go through the rules of the derivatives, which are pretty self-explanatory once you see how it’s done. Graphs help greatly in this regard. According to Larson and Edwards (2008), â€Å"[L]ine segments give a visual perspective of the slopes of the solutions of the differential equation† (pp. 256). The second example that would be given would be more geometry than anything else, and more of an introductory calculus problem. In order to find the hypotenuse of a triangle that the kids would cut out, they would have to take the sin of the angle equal to the opposite over adjacent lengths and then solve the problem. The third project that kids could work on would be to correctly calculate the time that it would take for a fish tank to fill up by taking measurements of the speed of the water, the measurements of the tank, etc. They would then use a calculus formula in order to figure out the answer by plugging in the numbers. This could be used to fill up a fish tank and then add new fish to the tank as a class project. IV. Lesson Plan for Students (With Accommodations for Diverse Learning Styles) Lesson Plan Components for a 5th-Grade Calculus-Focused Math Class Resources. Blackboard or whiteboard, construction paper, fishtank, water, hose, scissors, pens, pencils, colored pencils, and calculus

Effects of Bullying on Student Attendance Dissertation

Effects of Bullying on Student Attendance - Dissertation Example Written permission from each student’s parent or guardian is required prior to the student participating in the study. The parents will be provided with the following background information: â€Å"Bullying is a serious problem in our schools that requires more study and attention. The incidence of bullying has been linked to poor school attendance. The purpose of this study is to determine whether there is indeed an association between bullying and poor attendance at school. In order to conduct this study, we are asking for permission to interview your student to determine whether he or she has issues with bullying. Fifty to one hundred students in grades four to six will be interviewed. If our study shows a relationship between bullying and attendance, we hope that more resources will be allocated towards working to resolve the problem of bullying in the schools.† Interview questions with the students will not involve asking them directly if they believe they are bullied. Rather, the interviewee will ask specific questions regarding whether the student has had certain feelings and experiences. Many times the student does not realize that he or she is a victim of bullying, especially if it is a combination of seemingly minor incidents and it is non-physical. The questions will be asked in a conversational way, so the children do not feel threatened by the procedure. Through a supportive conversation, the following information would be asked of them: