The Patriot Act free essay sample

At midnight on October 26, 2001, George W. Bush signed the new law, the Patriot Act. This Act allowed the government to know what you are doing on online. The government also has the right to search your computer or send the FBI to search your house unannounced. The Patriot Act has increased security but lowered privacy. There is a question that the government is abusing the Act. Is the Patriot Act more helpful than hurtful or more harmful than handy? The â€Å"Patriot† in Patriot Act is an acronym for Provide Appropriate Tools Required to Intercept and Obstruct Terrorism. It is unknown who wrote the Act. It was drafted, debated, and passed in only 45 days. People on both sides have strong feelings on the issue. Rumors say that the president was forced into signing it. In 2000, Authorities nabbed the â€Å"Wig Bandit† bank robber when surveillance tapes were shown on TV and a viewer recognized him. We will write a custom essay sample on The Patriot Act or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page This is an example of using spy technology to catch criminals. The Patriot Act, signed and passed in 2001, makes it legal for the government to spy. The Patriot Act allows someone to spy on you from so far away that you look like a period. In 2003, TIA is created and named Terrorist Information Awareness. New privacy rules go into effect as a result of TIA. People are free to gather personal information about you in order to sell your things. That is perfectly legal. However, they may not gather information in order to steal your things. The Patriot Act secretly arrested and jailed more than 1,200 people after the signing. All of their information was sent into a classified database. The Patriot Act lets the FBI to look at library records. The FBI knows your IP address. â€Å"I have brought peace and prosperity to my new Empire†, stated Anakin Skywalker. On May 19, 2005, Star Wars III was released in theatres. In the movie, the evil emperor justifies his dictatorship by ens uring that everyone will be safe and secure in his new Empire. Some people thought that the creator, George Lucas, was making a political statement against the Patriot Act lost liberty in order to be safe equals lost democracy. The Act allows law enforcement to use surveillance against more crimes of terror. It created higher maximum penalties for different crimes and it prohibited the harboring of terrorists. Victims of third parties can request a search to be done. It reflects new technology and new threats. Law enforcement can conduct searches without the terrorists knowing they are being searched. Terrorists’ plots have been thwarted out because the government knew what they are doing on the internet. No more terrorist attacks have occurred in America since the Patriot Act was signed and passed. The Patriot Act facilitates info sharing and cooperation among government agencies so that they could solve cases easier. Law enforcement officials may obtain a search warrant a nywhere a terrorist activity occurs. Nothing in the Patriot Act changed search and seizure. The Act expands the power of FISA courts. The Patriot Act ensures security, which protects Americans’ Liberty. The Law enhances freedom. The Act is vital to protect America’s safety. Society needs to be safe and secure to flourish. It’s the government’s chief responsibility to protect its people. How do we preserve our rights to pursue life, freedom and the pursuit of happiness from terrorists trying to destroy us? We need to put up with some inconveniences and loose some liberty to protect ourselves and our democracy. We have to pay higher prices for imported goods so that they can be search and deemed safe. We have to have our bags and bodies checked at airports. We have to understand that to protect ourselves we may be subjected to FBI searches. To be safe, we have to be willing to make some personal sacrifices. Democracy is based on checks and balances. Our ch ecks and balances system is strong enough to ensure that the Patriot Act is not abused. It is a universal truth that the loss of liberty at home is to be charged to the provisions against danger†¦Ã¢â‚¬  -James Madison. Our forefathers stated that everyone is entitled to life, freedom and the pursuit of happiness. When liberties are constrained, we do not live in a democracy. Freedom is what our country is based on. It is a model for other countries, such as China, who do not allow liberties, such as free speech. Anyone who refuses to offer their allegiance to the country or the leader can be considered a terrorist under the Act. The Patriot Act could be abused to crush any supposed opposition to the government. Many of the things within the Act are not really accomplished. The Patriot Act cannot stop terrorism. There is a way to get past all technology blocks and firewalls. Firewalls cannot block everything. The company that put up the firewall can illegally sell the codes t hat can get your computer virus infected. When you make a purchase with a credit card you trust the store that it will not use your credit card to steal from you. Bill of Rights? Yeah, Right! Where is our freedom and free speech? Gone down the toilet since the Patriot Act 2001! Great Loss of Privacy on Oct. 26, 2001. Stronger internet privacy laws are needed, now! Every little click of a button is recorded, looked at, and stored in a memory base. Where is the privacy there? All to stop terrorism. Even though, 0 out of 5000 suspects have been convicted for terrorism. Children have the right to have online privacy. We have given up too many personal freedoms. The government now gets to search your home and never tell you. Your private property is now yours and the FBIs. They monitor your e-mails and your internet surfing. Government can arrest people on the internet. Violates the 1st (Freedom of Religion) and 4th (Search and Seizure) Amendments to the Constitution. Therefore there is no tangible evidence that the Act is working. A federal judge lifted a gag order that shielded the identity of the librarians. Free speech is important and the government is not showing it. The Patriot Act has backfired from a good thing to a bad thing. In total Roll Call number 414 there were 257 Yeas votes and 170 Nays. Court orders FBI to Release Patriot Act information. Some documents were opened to show the dumbness of the Patriot Act. It just makes America less safe and less free. Court declares parts of Patriot Act unconstitutional because it violates 1st and 4th Amendment. A federal district court judge struck down two key supports of Patriot Act, ruling that using a secret spying court to wiretap and search homes for criminal prosecutions. Censorship and secrecy may be turned on us as a weapon of SELF-DESTRUCTION, Court says. Two FBI agents searched a man’s house and the man was jailed. The Patriot Act has many pros and cons. Many people are very passionate about bo th sides of the issue. We are lucky to have a strong democracy. In this democracy, we have effective checks and balances to ensure the Act is upheld, deemed unconstitutional or not abused.

Role Model Nelson Mandela

Role Model Nelson Mandela Introduction Nelson Mandela was born in 1918 at Qunu. Mandela is widely known for his charismatic leadership skills. His political career ambitions started while at university when he realized the unjust nature in which the African society was. The blacks were denied the due chances both economically and politically. This disappointed Nelson Mandela which triggered his ambitions to join politics to fight for his people.Advertising We will write a custom essay sample on Role Model: Nelson Mandela specifically for you for only $16.05 $11/page Learn More Discussion Thesis Statement Throughout his leadership period, Nelson Mandela demonstrated excellent leadership skills which went beyond the political role. He committed his whole life fighting for the rights of the South Africans who suffered from discrimination. As a political activist, Nelson Mandela fought for his people which led him to be a political prisoner. Nelson Mandela struggled until he became the f irst black president of South Africa. These achievements by Nelson Mandela make him qualify to be one of the greatest men who have ever lived in history. Fight against Apartheid (Discrimination) Mandela’s early days in politics coincided with very high levels of apartheid in South Africa. Mandela was very disappointed by the system since it was characterized by high levels of discrimination (Glad Blanton, 1997). Apartheid was the main vice in South Africa which incited Mandela to engage in endless struggles. Mandela has been imprisoned for about thirty years for opposing apartheid system in South Africa (Ryan, 2011). During the apartheid system, the whites oppressed the blacks through their discriminative policies. In 1944, Nelson Mandela became an active leader of the American National Congress (ANC). This was just his first move to fight for the people’s freedom. South Africa’s apartheid system was one of the worst racism and discrimination scenarios that hav e ever taken place in the world. However, Mandela managed to oppose the system courageously and persistently despite of the threats by the white leaders (Lieberfeld, 2003). Therefore, Mandela has shown excellent and selfless leadership which cannot be found in many leaders. Most leaders are driven by their own benefits but Mandela was determined to undergo any torture for the sake of his people. Through the African National Congress party, Mandela was determined to undergo any form of suffering for the sake of the South Africans blacks who were facing a lot of suffering at the hand of apartheid. Political Activist (African National Congress) In most cases, many political parties in Africa which fought for the rights of the blacks were characterized by violent activities. Therefore, it was expected that Mandela’s political party (ANC) would be even more violent bearing in the mind the extent to which apartheid had reached in South Africa. However, Mandela’s movement was characterized by non-violent protests. However, the younger nationalists became discouraged because of lack of progress in the initial stages (Ryan, 2011).Advertising Looking for essay on biography? Let's see if we can help you! Get your first paper with 15% OFF Learn More Together with his colleagues, Mandela believed that incorporating violence in their activities would trigger police’s brutality and this would bring suffering to South African blacks (Glad Blanton, 1997). In case they engaged in violent activities, they new that the white leaders would take that opportunity to finish their people. This was the main reason why they refrained from engaging themselves in violent demonstrations. According to Lieberfeld (2003), Mandela demonstrated peace in every step he made. His struggle against apartheid in earlier days was characterized by peace. Mandela was one of those kinds of leaders who never gave up. He was rarely intimidated by any resistance to make his moves. He persistently moved forward. For instance, later on after joining ANC, Mandela decided to join the African National Congress Youth League (ANCYL) (Ryan, 2011). This is because ANC was making very little progress during that time. Due to his thirst to save his people from the chains of apartheid, Mandela joined this party as it was more vibrant than ANC. This group was composed of the members of ANC who were more militant. In 1949, ANCYL organized strikes and boycotts across the country (Ryan, 2011). These actions were directed to force for changes in policies which oppressed the Africans in South Africa. In 1951, Nelson Mandela was elected as the head of this political party in the country. Soon after being elected the leader of this group, Mandela initiated a Defiance campaign which was aimed at triggering a massive resistance towards discriminative policies. This was his next move after their initial moves yielded little results. Due to his perpetual resistan ce to the prevailing system and organizing of boycotts and strikes, Mandela was arrested in 1952 (Ryan, 2011). However, Mandela won that time as his sentence was suspended some time later. However, he was neither allowed to attend any public gathering nor attend ANC meetings. These restrictions were aimed at minimizing his interactions with the public to avoid further incitation. However, Mandela’s journey did not stop hear as many would have thought. This encounter just boosted her determination to pursue his goals. To defend the people who were persecuted in the apartheid system, Mandela opened a law which defended the convicts. Later, Mandela and some other leaders were charged of treason. This case was later dropped. However, most of Mandela’s time was wasted as he was sometimes forced to make many appearances before the court. Despite of these commitments, Mandela still continued to fight four the equality in South Africa.Advertising We will write a custom essay sample on Role Model: Nelson Mandela specifically for you for only $16.05 $11/page Learn More Underground Movement On realizing that non-violent resistance was not yielding any positive results, Mandela decided to adopt violence in his fight against apartheid. For instance, sixty nine people were killed while resisting for anti apartheid rule which restricted the movement of the blacks in South Africa. This incident made Mandela to change his strategy of non-violent resistance to more harsh reaction. This is because the rate of discrimination was rising even after their efforts instead of falling. In connection to this, ANC commenced adopting armed resistance (Ryan, 2011). After the banning of their party, Mandela with the support of other leaders formed an underground group. Through this group, Mandela and his colleagues targeted any official symbol of Apartheid and the government in their targets through sabotage. On seeing the extent to which apartheid ha d reached in South Africa, Nelson Mandela decided to travel across the African countries and Europe to seek support as well as learning the tactics of guerilla warfare (Ryan, 2011). Therefore, Mandela realized the importance of the support from other countries in his struggle against apartheid (Glad Blanton, 1997). Unfortunately, Mandela was arrested soon after going back to his country after completing his mission. He was charged for his involvements with the underground group and for moving out side the country without a legal prescription. This cost, Mandela five years in prison. Despite of these sufferings which Mandela underwent during his struggle against discrimination towards the black South Africans, his stand was never shaken. During his trial, Mandela confirmed not to be intimidated by anything from his fight against apartheid (Ryan, 2011). He also explained the main aims of the newly formed group Umkhonto we Sizwe. Mandela together with his group narrowly escaped execut ion during these trials (Ryan, 2011). However, they were given a life imprisonment. In 1964, Mandela was sent to Robben Island where he was supposed to spend the rest of his life according to the judgment. Later, he was kept confined alone in fear that he will intimidate his colleagues. All this suffering never shook Mandela’s ambitions. His people went to the extent of referring to him as a silent suffering martyr (Ryan, 2011). Road to Freedom and Accomplishments Later in 1984, negotiations for Mandela’s release started on condition that he will allow reallocation of South African blacks to specific places. However, Mandela rejected all these offers. This displays a strong character of determined and selfless leader who was ready to sacrifice himself for the sake of his people. This clearly shows that Mandela was not after any material gain in his struggle for equality.Advertising Looking for essay on biography? Let's see if we can help you! Get your first paper with 15% OFF Learn More Under the pressure of the international community and the black South Africans, the head of the National Party F.W. de Klerk softened his stand (Ryan, 2011). Restrictions on ANC were lifted and most laws which were discriminative were dissolved. After continued pressure, Mandela was released in 1990. Soon after being released, Mandela continued with his fight for freedom. He was engaged in negotiations with de Klerk form ma democratic government. In 1993, Mandela was awarded a Nobel Peace Prize (Ryan, 2011). This was just three years after being released. Through Mandela’s efforts, South African got the first chance to vote freely without impediments which mostly favored the whites. Mandela was finally elected the president of South Africa in 1994 under the ANC party. On becoming, the president of South Africa, Mandela came up with strategies to unite people and also released those imprisoned during the apartheid system through amnesty (Ryan, 2011). From there, Mandela has re ceived various awards for his good work to the community. For instance, he received Presidential Medal of Freedom from the former United States president Bush. Mandela was also determined in the fight against AIDs as well as care for the AIDs victims. Summary and Conclusion From this discussion, it can clearly be seen that Mandela is really a leader to be emulated. Throughout his leadership, he has demonstrated courage, humility, patience, perseverance, and determination, a combination of character traits which is very rare in many leaders. He persistently fought against discrimination in South Africa despite of the difficulties he faced. Mandela faced police brutality and imprisonment for about thirty years but was never discouraged from pursuing his goals. This discussion has also indicated that Mandela opted for violence after the peaceful demonstrations proved futile. This indicates that he was a humble reader who looked beyond the leadership boundaries. He considered every move he made taking into consideration the end results. Although he had the power to use violence from beginning of his struggle, he avoided that. Mandela’s leadership teaches us that one should never be discouraged from pursuing his or her goals despite of the conditions through which they pass. We should also not lose hope for whichever time period this may take. Mandela spent many years in jail but he never buried his hope. Reference List Glad, B. Blanton, R. (1997). F.W. de Klerk and Nelson Mandela: a study in cooperative transformational leadership. Presidential Studies Quarterly, Vol. 27, 1997. Lieberfeld, D. (2003). ‘Nelson Mandela: Partisan and Peacemaker.’ Negotiation Journal. Volume 19, Number 3, 229-250, DOI: 10.1023/A:1024629628402 Ryan, J. (2011). Nelson Mandela.  Nelson Mandela (Great Neck Publishing), 1. Web.

Media Ethics class Essay Example | Topics and Well Written Essays - 500 words

Media Ethics class - Essay Example Definitely, this is a bit misconstrued given the very personal nature of the relationships revealed from the start. However, the fact that Nev was already aware of the fact that something was â€Å"amiss† may suggest that they only wanted to get to the bottom of the story, â€Å"see the story through†. In this regard, I would consider their decision to travel to Michigan as an ethical act. This position is informed by the sensitivity and relevance of the issue at hand. Facebook is currently the most subscribed form of social media( Plaisance 167 ). All persons who subscribe to it have different goals as evidenced by the documentary, therefore, it would be important for the media to educate the masses on this aspect. This way, the media plays its critical role which is educating people on the various perspectives and the widespread intentions of people taking to social media. I look at the decision to travel to Michigan as a way of providing the reality check and bringin g to the viewers the intrigues and deceptions that can take place in the social media. This way, the public is informed and hopefully individuals are able to take due caution in interacting with strangers in social media. This ethical stance is informed by Jeremy Bentham’s and John Stuart Mill’s utilitarianism theory. The theory asserts that the right course of action is that which maximizes utility it is that which delivers greatest good to the greatest number. In this case, Nev and Ariel upset a few people, the Abby’s family, to educate the entire public on the deceptions and misrepresentations that can be carried on social media. This arguably benefits a large population which would have been oblivious of such reality. Further, this view is very much in line with Plaisance thoughts on the media people who must recognize that they are creatures of community and must take the responsibility towards others as we are all interconnected and must care for each other (Plaisance

1968.The Year that Rocked the World (History Essay) Essay

1968.The Year that Rocked the World (History ) - Essay Example It was a year dominated by negative news ranging from the arrests of prominent people like Dr. Benjamin Spock and other anti-war activists for violating military draft laws, the capture of an American intelligence ship (U.S.S. Pueblo and imprisonment of its crews for eleven months), and the assassination of Civil Rights Movement leader Martin Luther King in Memphis. The benefit of hindsight can determine it was indeed a bad year such that political activist, critic, and commentator Tomas Emmet Hayden remarked â€Å"it was fitting that such a bad year would end with the election of Richard Nixon† (Kurlansky 366). His march to the presidency began in February 1968 when he entered the New Hampshire primary to declare his candidacy and eventually won only narrowly over his opponents. He promised to unite the nation but was a divisive figure and the first U.S. president in history to resign his office due to Watergate. Discussion However, there was one event which shocked everybody in America and everyone in the world. This was the My Lai Massacre in which American ground troops from the Charlie Company rampaged through a Vietnamese village in retaliation for guerrilla attacks and killed more than 500 helpless civilians (South Kingstown High School 1). This was not known for more than a year but its significance was it made America lose its moral high ground.

Learning Team Assignment Hardware and Software Essay Example for Free

Learning Team Assignment Hardware and Software Essay This pack of NTC 362 Week 4 Learning Team Assignment Hardware and Software Paper comprises: Time Division Multiple Access, Frequency Division, Multiple Access, and Orthogonal Frequency Division Multiplexing Computer Science General Computer Science Write a 3- to 5-page paper comparing the advantages of Time Division Multiple Access (TDMA), Frequency Division Multiple Access (FDMA), Code Division Multiple Access (CDMA), and Orthogonal Frequency Division Multiplexing, as used in wireless mobile communications. Define the technical details of each access method, then compare their strengths and weaknesses in system use. Address the following: Explain radio frequency (RF) transmission characteristics. Identify common frequency bands used in current RF communications. Analyze the necessity for different protocols in wireless communications. Compare the challenges of using satellites in end-to-end communications links. There are a lot of things you can do to prepare for college, but it will still hold many surprises for you! This article will offer you some sound advice on how to get through classes, campus life and all the other obstacles that you will encounter in your efforts to reach graduation. This pack of NTC 362 Week 4 Learning Team Assignment Hardware and Software Paper comprises: Time Division Multiple Access, Frequency Division, Multiple Access, and Orthogonal Frequency Division Multiplexing Computer Science General Computer Science Write a 3- to 5-page paper comparing the advantages of Time Division Multiple Access (TDMA), Frequency Division Multiple Access (FDMA), Code  Division Multiple Access (CDMA), and Orthogonal Frequency Division Multiplexing, as used in wireless mobile communications. Define the technical details of each access method, then compare their strengths and weaknesses in system use. For downloading more tutorials visit https://bitly.com/12BtkCD There are a lot of things you can do to prepare for college, but it will still hold many surprises for you! This article will offer you some sound advice on how to get through classes, campus life and all the other obstacles that you will encounter in your efforts to reach graduation. Computer Science General Computer Science Write a 3- to 5-page paper comparing the advantages of Time Division Multiple Access (TDMA), Frequency Division Multiple Access (FDMA), Code Division Multiple Access (CDMA), and Orthogonal Frequency Division Multiplexing, as used in wireless mobile communications. Define the technical details of each access method, then compare their strengths and weaknesses in system use. Address the following: Explain radio frequency (RF) transmission characteristics. Identify common frequency bands used in current RF communications.

Gender :: essays research papers

â€Å"The Men’s Right Movement: ‘Male’ is Not a Four-Letter Word†   Ã‚  Ã‚  Ã‚  Ã‚  Jack Kammer’s article seeks to point out that negative aspects have stemmed from the growing women’s liberation movement. This article does a good job bringing to light the anti-male feelings that are sometimes associated with the word â€Å"feminism.† However, it does not really have a concrete basis that supports this author’s opinions. Kammer’s article does share one concept common among some of the other critiques I have read on this man vs. women phenomenon. That is, without a factual base they tend to sound like simple complaints. I feel that articles such as these tend to take attention off of real problems that are embedded in our society. They also lead other reader to perceive the whole subject as a joke rather than a social science seeking solutions to real problems. Kammer does take the time to include some statistics on the many ways a man’s life is worse than that of a women, but these can be quickly thrown o ut. For example, women have typically not been allowed to work in â€Å"death professions.† I am sure that as our society grows everyone will have an equal chance at these wonderful jobs. I found it appalling that he even objected to differential treatment of children in hostage situations. I have shared some of the same feelings that Kramer describes, but I tend to ignore those as just differences of opinion or an ignorant person speaking to quickly. His use of the media portraying men as â€Å"secret admirer and blood brother to the gang rapist† is useless. The media will do anything to sell their product. That is something we can all agree on. We as a society are the police force that must control the media. Refuse to buy their product and they will change. I agree with Krammer in that many feminists tend to focus on men’s shortcomings as a way to further their cause. He does go a little far in using comics as an example of zapping our culture’s male e nergy. This is a large problem that is detrimental to a lot of arguments present today. (Look at the elections.) Rather than seeking a solution that will bring one side up to meet the other these people hope to bash the other side down.

Lemon Max

Market Analysis Dishwash market of Pakistan is a bar driven market. Vim’s major competitor is Max while the rest of the brands like Safoon, Anna Bar are very small in size. Price Price is very important for this category. In order to market share, competitors use price as a unique selling point (USP). Max is a price leader in dish wash market. Max and Vim are price tag parity and both are price premium. Vim is low grammage and high price although it is not a noticeable difference. Price comparison of Bars between Vim and Max according to SKUs are as follows.Max Bar| Vim Bar| Small Bar Pack (110 grams) cost Rs. 12| Small Bar Pack (110 grams) cost Rs. 12| Number of SKUs| Bar (200 grams) cost Rs. 22| Long Bar Pack (330 grams) cost Rs 32| Long Bar Pack (300 grams) cost Rs. 33| Product Portfolio Max Protfolio includes Max Bar, Azadi Dish Bar, Max Sourers, Max Liquid and Max Antibacterial. Max Bar is targeting urban area while Azadi dish bar is targeting rural area. Lemon Max Bar In troduction Lemon Max Bar is a quality washing bar. Lemon Max Bar is a with leadership among dish wash segment of FMCG in Pakistan.Lemon Max Bar is product of Colgate Palmolive which was launched in 1982 with scourer embedded tagline â€Å"Hara Kaam Maun Khara Nimbo Ki Taqat Say Bhara†. Lemon Max Bar Consumers Primary shoppers of Max Bar are women and housewives and secondary are men purchasing household items. Brand is used for dish washing at home with the essence of lemon in it. Many year of sale and consumption at home consumers have approved Max Bar is a high quality product with many benefits. Lemon Max Growth Period Max Bar with strong, lemon-like, grease cleansing action and name that gave impression of foreign brand.Brands pass through ups and down then got stabilized and become market leader in terms of sales and Brand name. In 1985,brand manager learnt that consumer perceive that scourer damaged the dishes then they launched max liquid to overcome this perception. A t the same time Unilever Pakistan ,the mega corporate giant of FMCG’s , launched its brand under the name of â€Å"Rin† in dishwashing segment of FMCG. The competition become aggressive in terms of promotion, retails distribution and event placement. But according to market experts, consumer used brand for cleaning their quality dishes utensils.Due to heavy advertisement and erroneous branding decision Rin brand got positioning problems , product colour confusion among the consumers. Taking advantage from that opportunity, revelry brand â€Å"Max Bar† makes aggressive movements by heavy promotions. Soon Mac brand takes the game by kicking Rin Brand out of market form distribution to media promotion and become market leader. In 2001, Rin brand repositioned himself and change to â€Å"vim† and entered in to the market . Competition again got fierce between max bar and Vim due to heavy marketing budget form unilever gain to pull the max bar from market.In th e end of 2004, Rin vanish from the market and max become the leader in the market. After that many brands emerge on the competition arena like Safoon and Aana bar ,raising competition with the Max bar with relatively low price. For tackling this Max Bar launched 200 gm and sachet in that brand to gain an edge in the competition. But still Max Bar got 60 percent of the market share. In 2011, Unilever has relaunched Vim in dishwashing category. Vim gives a fierce competition to Lemon Max and start gaining market share from lemon max and other small players in the market.Lemon Max Liquid Liquid dishwash is targeted at urban upper middle class home makers and here the users are home maids rather than home makers. It will be difficult to teach house maids to use the liquid efficiently. People perceived both the liquid brands same. Although, Vim is a concentrated gel while Max is a dilute liquid. Concentrated gels are used less as compare to dilute solution. Gels are more efficient in dis h wash. Max Liquid Bottle| Vim Liquid Bottle| 275 ml cost Rs. 65| 250 ml cost Rs. 115| 475 ml cost Rs. 95 rs| 500 ml cost Rs. 190| Distribution of Lemon MaxLemon Max distribution is very strong. They are available and visible in almost every store. TRENDS * Economic growth during the early part of the review period encouraged new trends in dining, with these continuing to spread at the end of the review period. There was for example strong growth in the number of restaurants in the country and also the widening use of feasts to celebrate weddings. The serving of meals became more elaborate, with consumers using a growing number of dishes. These trends continued to support growth in dishwashing at the end of the review period. COMPETITIVE LANDSCAPE Unilever was the leading player in dishwashing in 2010 with a value share of almost 18%. The company benefits from a strong advertising presence, with its Vim brand thus enjoying widespread awareness and loyalty. The company also benefits from the widespread availability of Vim, which is prominently displayed in most outlets that offer hand dishwashing. The company also offers the premium Persil brand in hand dishwashing, which appeals to many mid- and high-income consumers. PROSPECTS * Hand dishwashing is expected to benefit from economic growth and urbanisation in Pakistan during the forecast period.As consumers move to cities and experience higher disposable income levels, their habits are likely to change. A growing focus on hygiene will encourage many to trade up from bar detergents to hand dishwashing when washing dishes. Lemon Max Bar Product History: Lemon Max Bar is a quality is washing bar with leadership in dish wash segment in Pakistan. Lemon Max Bar is product of Colgate Palmolive, which was launched in 1982 with scourer embedded. Primary shoppers of Max Bar are women/housewives that use brand for cleaning their household dishes. The consumers have approved high quality standards and benefits offered by Max Bar.Max Bar with strong, lemon-like, grease cleansing action and name that gave impression of foreign brand. In 1985 the brand manager learnt that consumer perceive that scourer damaged the dishes then they launched max liquid unilever launched their Rin in this dishwashing segment. The competition become heat up but according to survey consumer used brand for their quality dishes utensils. Heavy promotion started between these two brands. Rin got positioning problems and product color confusion among the consumer taking advantage from that opportunity max take the game by heavy promotion and positioning of lemon power.In 2001, Rin was change to vim and gave a challenge to the max bar and again competition starts. At the end of 2004 Rin vanish from the market and max become the leader in the market. Advertising Strategy: An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy t hose products and services. Execution: The overall creativity of the dishwasher bar is good and is highly acceptable in the Pakistan’s existing market people having different income level can purchase it and it is available in every departmental store with a reasonable price.The packaging is in green and yellow color with largely written MAX in the middle of the bar. The bar is not just limited to clean the utensils it also gives the fragrance of lemon. Creative idea: The company board made these question within them and find the solutions for right promotion and media the task is to choosing the media through which the customers and viewers perceive what the company to make them aware about the product and they have a brand loyalty about it after watching and using it. 1. Who is our audience? 2.Where are we now in the minds of our target audience? 3. Where are our competitors in the minds of our target audience? 4. Where do we want to be in the minds of our target audience? 5. What is the consumer promise or the big idea? 6. What is the supporting evidence? 7. What is the tone of voice of the ad? Strategy: Max's marketing strategy is a notable example of successful frontal attack. The brand was able to find a credible and sustainable differentiator against Vim. Max took the position of an Antibacterial dish wash bar to fight Vim.Max was Pakistan's first Anti-bacterial dish wash bar. As usual, the germs were at the receiving end. Max positioned itself as a dish wash bar that killed all the bacteria in the utensils. The positioning was very smart since Vim was positioned based on cleanliness. Max is innovative in creating awareness about the possibility of germs in utensils. There was also another smart idea from the brand. In theory, we often say that the differentiator should be relevant, sustainable and not easily copied by competitors. Communication Media:The characteristics of the target consumer need to be consider as an advertiser decides what med ia to use. The types of media categories from which advertisers of choose include the following: * Print—Primarily newspapers (both weekly and daily) and magazines. * Audio—FM and AM radio. * Video—Promotional videos, infomercials. * Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses). USP of MAX is†¦ â€Å"Hara Kam Main Khara† In addition, the other one is â€Å"Ghulae Kam Zayada Chalae† AD Type:The Ad, which I presented, is the persuasive.