Chapter 19 Outline Perceptions on Slavery Essay - 1215 Words

Chapter 19 Outline The different perspectives on slavery continued to cause arguments throughout the 1850’s. The attempts to settle slavery in peaceful manner eventually disappeared. By 1855, the territory of Kansas marked the beginning of violent disputes between proslavery and antislavery. Two years later, the Dred Scott decision caused even more tensions on the slavery problem. In 1860 the Republican party formed and nominated Lincoln for president who spoke much about the topic of slavery. All in all, the stage was being set for the civil war. I. Stowe and Helper: Literary Incendiaries: a. Harriet Beecher Stowe publishes her novel Uncle Tom’s Cabin in 1852 i. Inspired by the Fugitive Slave Law, Harriet Beecher Stowe writes†¦show more content†¦In 1857 Kansas finally could apply for statehood because they reached an enough amount of people. Yet again the citizens would vote to make Kansas either pro or free slave state. The Lecompton Constitution is made to control free-soilers and appeal to the pro-slavery southerners. The constitution caused problems because obviously northerners didn’t agree with it. In the end the constitution was thrown off by free-soil voters. Kansas never becomes a state until southern states seceded from the Union. IV. â€Å"Bully† Brooks and His Bludgeon: a. Charles Sumner Senator of Massachusetts gives a speech and is afterward beaten by Preston Brook. i. In 1856, Senator Charles Sumner an abolitionist gives an elaborate speech titled â€Å"The Crimes Against Kansas†. In general his speech was like by Northerners and hated or looked down on by Southerners. Also in his speech he offends Senator Andrew Butler and two days later his nephew Preston Brook beats Sumner with cane until he is unconscious. V. â€Å"Old Buck† Versus â€Å"The Pathfinder†: a. James Buchanan and John C. Fremont are candidates for the election of 1856 i. The Democrats elect James Buchanan (Old Buck) and the Republican Party elects Captain Jon C. Frà ©mont also called The Pathfinder of the West to run for the presidential election of 1856. Democrats campaigned for popular sovereignty and Republicans were against the expansion of slavery. The American Party/ Know-Nothing Party chose Millard Fillmore asShow MoreRelatedEssay about Mosaic Dietary Laws4696 Words   |  19 Pagesof Genesis placed few restrictions, if any, on the consumption of vegetables or fruit, and it was not until the development of a sacrificial system that the people of Israel found restrictions placed on a variety of different food types. In Leviticus 19: 23-25, these restrictions begin with the assertion that consumption of the early fruits of a young tree was forbidden. After the first three years, the fruit was then taken to a temple for worship and to be blessed, after which time consumption couldRead MoreMosaic Dietary Laws4763 Words   |  20 PagesGenes is placed few restrictions, if any, on the consumption of vegetables or fruit, and it was not until the development of a sacrificial system that the people of Israel found restrictions placed on a variety of different food types. In Leviticus 19: 23-25, these restrictions begin with the assertion that consumption of the early fruits of a young tree was forbidden. After the first three years, the fruit was then taken to a temple for worship and to be blessed, after which time consumption couldRead MoreBoyer Dbq Teacher Guide10764 Words   |  44 Pagesquestion provides three topics that can be used as a template for structuring the lines of analysis in their essays—westward expansion, the market economy, and early industrialization. A glance at the chronology sections in the textbook that conclude Chapters 9 and 11 should serve to demonstrate that numerous changes occurred relating to each of these topics. The concepts of social class and regional difference can be used within each topical discussion to demonstrate the variations in family life withinRead MoreJesus Christ And The Coming Of The Spirit Essay5984 Words   |  24 PagesGod’s presence and Spirit as it prophetically immerges throughout both the Old Testament and New Testament scriptures is compulsory prior to a comprehensive interpretation of the supernatural gifting of the Holy Spirit as it is recorded by Luke in chapter two of Acts. Luke’s Perspectives The Spirit of God in the Bible To appropriately unpackage the Spirit of God as the Gentile Luke would have known it through the context of the Septuagint, it will be helpful to study the Hebrew root word for SpiritRead MoreThe Battle Of Thermopylae 480 Bc2759 Words   |  12 PagesWar. He had aimed to preserve the heroics done by the Greek soldiers, to compare the various differences between the Persians and the Greeks by outlining the difference â€Å"between oriental autocracy and the freedom of Greece† [1] and Herodotus wanted outline the events that caused the war. Herodotus was different from other writers in the time as he wrote from a deeper understanding when compared to writers and poets such as Homer, however according to some historians his method in which he wrote TheRead MoreAfrican American Daughters And Non Residential Fathers : A Qualitative Exploration9462 Words   |  38 PagesAfrican American Daughters and Non-Residential Fathers: A Qualitative Exploration La Toi S Smith Chapter 1 Introduction I spent the majority of my life being raised by a single mother due to my parents’ divorce. Because of my parents’ divorce, my mother stated firmly that I had changed and became a difficult child. I remember rebelling, suffering with low self-esteem and self-worth and blaming myself for the absence of my father. It was not until I was well into womanhood that I found peaceRead MoreThe Amphawa7490 Words   |  30 PagesNovember 17, 2007 TABLE OF CONTENTS Executive Summary 3 Chapter 1: Introduction 1.1 Introduction of the Study 1.2 Research Problem 1.3 Research Objectives 1.4 Definition of Terms 1.5 Scopes and Limitations of the Research 1.6 Significance of the Study Chapter 2: Literature Review 4-5 6 7 8 9 10 11-12 Chapter 3: Research Framework 3.1 Conceptual Framework 3.2 Research Hypothesis 13 14 Chapter 4: Research Methodology 4.1 Method of Research Used 4.2 SamplingRead MoreBusiness Ethics9512 Words   |  39 Pages23/05/2011 BUSINESS ETHICS: Portfolio Navigation page Structure of My Portfolio My Portfolio structured in such a way that each chapter starts with a particular concept on Business ethics which is followed by a particular piece of evidence in the form of case study, picture, video ,news article and so on. After reading the concepts and cases, the chapter ends with a reflection and critical analysis and is written under the heading my observation and summary. Since my report contains a numberRead MoreRastafarian79520 Words   |  319 Pagessame condition on any acquirer Library of Congress Cataloging-in-Publication Data Edmonds, Ennis Barrington. Rastafari : from outcasts to culture bearers / Ennis Barrington Edmonds. p. cm. Includes bibliographical references and index. ISBN 0-19-513376-5 1. Rastafari movement. 2. Jamaica—Religious life and customs. I. Title. BL2532.R37 E36 2002 299†².676—dc21 2002074897 v To Donnaree, my wife, and Donnisa, my daughter, the two persons around whom my life revolves; and to the ancestorsRead MoreInterpretation of the Text13649 Words   |  55 Pagesto work together. This does not mean that works of literature have nothing to do with reality. On the contrary, Walt Whitmans poems often address the reader directly; Mark Twains Huckleberry Finn has everything to do with the history of American slavery; and when Emily Dickinson writes, 1 never hear the word escape Without a quicker †¢blood, she is surely expressing her ovm feelings. The world of literature is watered by many streams - by the writers feelings, by the writers desire to stir the

The Great Gatsby As A Satire Essay - 599 Words

The Great Gatsby as a Satire nbsp;nbsp;nbsp;nbsp;nbsp;Satire is an implement used by authors to point out a flaw of society or group of people in general. There are different levels of satire that the author can use. For example, the author may employ a type a formal satire known as Juvenalian satire. Here, the writer points out a subject with anger and contempt for it in a bitter fashion. There is also the contrasting form of Juvenalian satire called Horatian satire. Here, the writer points out a subject with a gentleness and jovial tenderness. The second main type of satire is informal. This is the type of satire used in The Great Gatsby. Here, Fitzgerald uses Nick to point out the characters flaws and makes each person the butt†¦show more content†¦On outward appearance, Jay Gatsby seemed to be a rich, well-rounded man who was always very poised and eloquent. But when turned inward, this confident man seemed very self-conscious and scared. He was scared that people would find out about his past and r ealize that he was not always the rich and graceful man that he now is. Throughout the novel, Gatsby informed all of his acquaintances that he was an Oxford man and that he came from a well-to-do family. However, this was not the case. Gatsby did not attend Oxford and was not from a well-to-do family. He was poor as a child and obtained most of his money from illicit business ventures. This is why Gatsby was rarely seen at his own parties and why he never liked to talk about his past or where he earned his living. nbsp;nbsp;nbsp;nbsp;nbsp;Prohibition was passed in the early nineteen hundreds to try to eliminate the use of alcohol. But it is clearly obvious that at all of Gatsbys parties and throughout the entire novel, intoxicating beverages are abundant. At all of Gatsbys parties, cases of champagne and liquor are consumed by the dozens. Tom even brings a bottle of liquor along as he Daisy, Jordan, Gatsby and Nick prepare to go for a drive. Fitzgerald employs the use of alcohol to show that no matter what the law states, people will find a way to break it and do what they please. nbsp;nbsp;nbsp;nbsp;nbsp;Fitzgerald uses each character and action in TheShow MoreRelatedThe Great Gatsby Satire Analysis1056 Words   |  5 PagesAuthors use satire to bring the reader’s attention to various aspects of a society by illustrating the ridiculous and criticizing the evils he/she sees within it. Throughout The Great Gatsby, Francis Scott Fitzgerald criticizes the classes of the 1920s, who had so much money they could get away with adultery and murder without consequences. Nearly all the characters in The Great Gatsby are motivated by love and desire. Fitzgerald argues that the way the characters approach love and desire is problematicRead MoreThe Great Gatsby: A Social Satire Essay1276 Words   |  6 PagesThe Great Gatsby can be regarded as a social satire and an observation of The American Dream The Great Gatsby is observed as a social satire of the United States in the roaring twenties, where Fitzgerald exposes the American Dream as a flawed fantasy merely generated by over-indulgence. America was established in the conception of equality, where any individual could have equal opportunities and success on the substratum of their abilities and effort, which can be described as the AmericanRead MoreThe Great Gatsby By F. Scott Fitzgerald1621 Words   |  7 PagesAmerican history that profoundly depicted social inequality, immorality, superficiality, and unrest. During this time period, the iconic story of F. Scott Fitzgerald, The Great Gatsby, was written and published. In this revolutionary novel, F. Scott Fitzgerald revisits his fascinating childhood in a more fictitious manner. The Great Gatsby describes and details the life of a young man from Minnesota, known as Nick Carraway, who moves to New York after World War 1 during the Roaring Twenties when the ideaRead MoreExamples Of The American Dream In The Great Gatsby1227 Words   |  5 PagesTrey Orosco Mrs. Russell IB English 17 November 2017 The Great Gatsby F. Scott Fitzgerald wrote The Great Gatsby as a satire on American ideals during the 1920s. He shows just how careless everyone is at the time by setting them up in the community of East and West Egg. Fitzgerald portrays two major themes throughout the book. One of the themes is how The American dream is corrupted by the desire for wealth while the other is how The achievement of a dream may be less satisfying than the pursuitRead MoreLove story vs Satire827 Words   |  4 PagesAP  Literature  and  Composition  Ã‚   Ms.  Harrison   27  November  2014   Is  Fitzgerald  writing  a  love  story  that  embraces  American  ideals,  or  a  satire  that  comments  on   American  ideals?   Love  Story  vs.  Satire     At  the  surface  of  this  novel  it’s  an  ongoing  love  story  but  when  you  peel  away  at  the   layers  it  is  actually  a  satire  of  society’s  expectations.  The  novel  The  Great  Gatsby  by  F.  Scott   Fitzgerald  was  written  to  criticize  the  American  dream  of  the  1920s  through  love  affairs,and   corrupted  ambitions.   Read MoreF. Scott Fitzgerald s The Great Gatsby1458 Words   |  6 PagesLiterature 12 April 2016 â€Å"The Jazz Age† The iconic novel, The Great Gatsby, by F. Scott Fitzgerald, utilizes multiple songs throughout the story. â€Å"Fitzgerald’s wok has become automatically identified with an American decade: The Jazz Age (which he named) or the Roaring Twenties or The Boom.† (Fitzgerald, IX). The Twenties was a time full of exploration of alcohol and music and the move from small farms into large cities. â€Å"Since The Great Gatsby is the defining novel of the Twenties, which have becomeRead MoreShortcuts In The Great Gatsby Analysis1448 Words   |  6 Pagesrushed. Throughout The Great Gatsby, one of the most prominent themes is that of the American Dream- a so called sense of achievement and reward free to anyone who works for it. Though this idea is nice, the novel goes to show that this concept is very warped and often either unreachable or grabbed for sloppily by taking shortcuts to happiness. Whether this refers to Daisy and Tom, who use other methods to find entertainment as op posed to working for real relationships, Gatsby, who pines over an unachievableRead MoreThe Roaring Twenties By F. Scott Fitzgerald860 Words   |  4 Pagesthe Jazz Age† Fitzgerald wrote, â€Å"It was an age of miracles, it was an age of art, it was an age of excess, and it was an age of satire to describe the movement. In his writings Fitzgerald revealed the negative side of the 1920’s happiness and freedom. On April 10, 1925 Fitzgerald published The Great Gatsby, the book that became his literary legacy. The Great Gatsby is said to be one of the essential Jazz Age documents; the work most commonly considered an accurate reflection of American lifeRead MoreThe great Gatsby is too concerned with conveying a picture of 1920’s American society to have relevance to modern readers.1129 Words   |  5 Pagesï » ¿The great Gatsby is too concerned with conveying a picture of 1920’s American society to have relevance to modern readers. With reference to appropriately selected parts of the novel and relevant contextual information on both today’s society and society in the 1920’s, give your response to the above view.† As a heavily contextual literary piece, the great Gatsby written by F. Scott Fitzgerald is regarded as one of the greatest pieces of modern American literature of all time. The book as achievedRead MoreThe Great Gatsby By F. Scott Fitzgerald1101 Words   |  5 PagesEnglish 1302 Paper #7 The Great Gatsby 7 May 2015 American Dream Realities In the novel â€Å"The Great Gatsby† by F. Scott Fitzgerald, the story of a man named Jay Gatsby is told through the perspective of Nick Carraway. Gatsby had a special plan for what he thought his life should consist of, and stopped at nothing to make sure that he rose above his poor roots into a wealthy, socially admirable status. With hopes of winning over the heart of his former lover, Daisy Buchanan, Gatsby took every measure he

Belief System Introduction Free Essays

string(60) " principle that says we should treat our fellow man kindly\." Belief System Introduction Each country has its own culture as each person has his/her own religion. Belief system of a person or a society is the set of beliefs that they have about what things are right, wrong and what things are true, false. The personal beliefs of us play a small part in each religion, which it points out the special of it that no others can have. We will write a custom essay sample on Belief System Introduction or any similar topic only for you Order Now Religion is certainly a type of belief system, but not all belief systems are religion. Each individual person has different types of belief system, hence, the ways their behaviors are and the ways they act are different. But when that individual person Join in a specific religion, he/she needs to follow all typical laws or rules that that religion has made and created. For society: a group of people that has the same belief system will have the same acts together, forming a basic standard for that society. Due to different religion, that group of people will have different ways of solving problems. For example: when there is a disadvantage as a difficult circumstance, the Buddhists will organize a donated campaign where people can help each other to bring up the society, making it more and more better. Last but not east, things usually go the way it decided to go and so sometimes we become conscious with everything around us. Along the Journey of life, we will be able to find out what and where we want to become. Hence, belief system is an actual set of precepts, which our daily gives us words, actions and thoughts in life. Belief system can refer to [1] A religion- the belief in and worship of a god or gods, or a set of beliefs concerning the origin and purpose of the universe. A philosophy – a personal outlook our viewpoint. An ideology – a set of idea that constitutes one’s goal, expectation and actions. It is a ay of looking at things and theorizes of a visionary or impractical nature. [1] Global/ International Perspective Depend on each region, each area, each ethnic and each family; an individual person choose for his/her own religion, as it should be suitable with their mind, and they like to be apart of the religion. They must be instructed in an appropriate way and a right way and they have the rights to choose whether they want to be in the religion or not. There is no force in this. It should also depend on How they act What they do How they treat things (interact with others) MAJOR RELIGION IN THE WORLD 1. Buddhism [3] [4] [5] Buddhism focuses on the development of a personal spirit. The number of Buddhists in the world at between 230 million and 500 million is making it the world’s fourth-largest religion. Buddhists believe that life should not be destroyed Buddhists take responsibilities for what they do and the results they receive. Buddhists try not to harm living things, try to have a kind-hearted and always control feeling and think clearly before doing a thing Buddhists are required to have equal respect to all living things. Buddhists go to pagoda, temple to pray for good. All temples represent for 5 elements, which is: Fire, Water, Wisdom, Earth, Air and hey have a statue of Buddha. 2. Hinduism About 900 million persons or 14 percent of the world’s population follow Hinduism. It is world’s 3rd largest religion in the world Major religion in India (80%) and Nepal Hinduism is the oldest religion in the world. Hindus believe in a Supreme God. Hindus believe that life is a cycle of birth. We born, we death and reborn. Hindus believe that successful life depends on how the previous life was lived. Hindus believe that killing a baby that hasn’t born yet is worse than killing parents. But also because boy is more prefer women may choose to abort the baby to prevent new baby girl would be born. Most Hindus are vegetarians and they don’t eat beef. 3. Islam With 1. 57 billion Muslims, Islam is the second-largest religion in the world. People who follow Islam are called Muslim Muslims believe that God sent prophets Jesus, Moses and Abraham) down to teach them the way of living. Muslims believe that their final prophet was Muhammad. Muslims believe in angels. Muslims believe they have only one God is Allah and Allah was the one who created all living things. Muslims who are women are allowed to get abortion because Muslims believe the women are responsible for it and they are originators who give earth for the baby. Muslims believe animals exist for a benefit of human beings and they are not allowed to harm or treat them bad. . Christianity [1 2. 1 billion Followers bring Christianity to be the world’s biggest religion. People who follow Christianity are called Christian. Christianity focuses on the teaching of Jesus Christ who believed are the Son of God. Christians believe God had created animal for human to use so Christians are allowed to treat animals whatever the way they want to. In the old time Now, C hristians believe they have to treat animals kindly due to they are weaker than us, ND God created animals to live a harmony live with human. They deserve to be respected somehow and treated generous. They read, learn and follow things from the Bible. Valentine is the most popular which everyone not only Christian know about this day 14 February which came from Saint Valentine. The cross symbol of the Christian is one of the most powerful symbols in the world which you can see it everywhere in your daily life. You even wear them on your body. Christians usually go to church on weekend to show their love and obedience to God, to build up their spirit strength ND to provide fellowship with other Christians. 1 *Almost every religion has some sort of principle that says we should treat our fellow man kindly. You read "Belief System Introduction" in category "Papers" Furthermore, many religions go a step further and give specific instructions on how we should care for the poor and downtrodden in society. Atheism The road to atheism tends to be very personal and individual, based upon the specific circumstances of a personâ€⠄¢s life, experiences, and attitudes. Nevertheless, it is possible to describe some general similarities, which tend to be common among quite a few atheists, particularly atheists in the West. Atheism is characterized by an absence of belief in the existence of gods. This absence of belief generally comes about either through deliberate choice, or from an inherent inability to believe religious teachings that seem literally incredible. It is not a lack of belief born out of simple ignorance of religious teachings. Globalization affect to belief system Globalization refers to connect worldwide together, creates relationship between people and makes them become more familiar with each other. People from different region and areas can easy know about each other and how they are doing in other part of the world. Globalization also is the expansion of global linkages, the organization of social life on a global scale, and the growth of a global consciousness, hence to the consolidation of world society. Globalization affects culture because when people of different cultures and from different places come together and shares what they have; they get to know each other. They bring back what they have learned and it enters into society and culture. If we focus on the cultural consequences of â€Å"globalization†, we see positive and negative effects. Through globalization, people are not indiscriminate like in the past. Nowadays, through traveling, Internet, high technology, free flow of information, people have more logical and scientific reason to be sure in their belief. It is somehow can not explain all the original of a problem but it helps people to know whether that thing is right or wrong to believe in. Beside the positive aspects of globalization is its negative aspect: CONFLICT between nations. Conflict doesn’t mean that there has to be a fight between nations, it could be arise from two different belief systems. For example: The Arab-Israeli Conflict is act of hostility and political tensions have lasted about a century. It involves the establishment of the modern State of Israel, as well as the establishment and independence of many Arab countries during the same period, and relations between Arab countries and Israel The conflict between Islam and the West: The continuous violence of Muslims around the world to publish the cartoon of the Prophet Muhammad. All of this violence, whether or not excited by the extremist Islamic group, showed a strong rise of the Islamic spirit, and challenge the dominance of Western civilization. Muslim conflict – the West has and continues to emerge as the main trends of world politics in the 21st century. Solutions: _Promote Dialogue Youth Hanoi could strengthen traveling to visit an Islamic country or China to exchange through seminars and conferences. Cultural Exchange: tourists visit to Western Country _Mutual Learning _Exchange experiences _Organize training courses All of these actions enhance exchanges and mutual understanding and exchange of neutral understanding. Different belief system can bring different ways of doing things such as many people in the world nowadays think that same-sex marriage is Just a normal things. But for some people and parents, they think it’s not acceptable and they do not allow it to append to their children or their relatives. This is one of the problems that are happening in the world also. Local/National Perspective Vietnamese belief system Vietnam is a country with many forms of belief and religion. Vietnam is very convenient with connecting culture, religions with other countries in the world because of its position located. 5] At present, in Vietnam, there are about 75 % of the population have their own belief system, of which millions in 76 millions total followers of 6 religions, but most of the population are non-religious. Buddhism: 10 millions followers Christian: 5. Millions followers Protestantism: 60. 000 followers Muslim: 1 million followers Ho Hay Buddhism: 1. 3 millions followers Cacao Dad: 2. 4 millions followers. Vietnamese belief system can refer to many factors Culture Position located Family perspective Personal perspective Rules/Laws In Vietnam, we celebrate both New Year Events and Lunar New Year that maybe only China has the same traditional. During Et Holiday, the young children will receive lucky money that will bring them luck for the whole year that include good health, well-doing in education etc. We also have spirit money and lucky items that we always bring it beside us. We consider it as something will protect and bring luck to us. In Vietnam, people usually work in a group, they listen to other opinions to consider whether it’s right or wrong, they sometimes need proof for their belief. Hence, from there, they believe and follow what they informed about. We can hardly distinguish the Vietnamese Culture because it is the mixture of many belief system, values due to the influences of neighboring countries. Even Vietnam is not a rich country but the Vietnamese people are very easily integrated. We seem to have one common belief system is that in every situation, whether we are at home, school or many, respect is always the very important to show how we behave. We have our own freedom to believe in what we think is right beside rules and laws that have applied to follow. Parents in Vietnam believe the age when they can be sure that their children are fully grow-up is 22 right after they finish university, however, their children are consider adults once they reach the age of 18. The mother in Vietnam also really hard to allow their daughter to go out lately at night and commonly, they usually don’t accept for them to sleep over their friend’s house when they are monger than 18, the mother believe that it’s not appropriate and it should not happen if you are a girl. Even though we have many different belief systems in our country, maybe in a small community also, but we don’t have and show any bad attitudes to others. We respect it, and we know that each person can have his/her own religions, they might think the way we never do, but they don’t as we either. More important, what they do don’t usually effect our lives. Family/Personal Perspective I am not really Buddhist but I read book and I follow some of the rules that Buddha teaches. I feel that all of those things are right and I believe that it is good for me to learn it. What I believe is not really same as my family, but somehow, because I am not fully-grown up yet so I can’t really make my own choice. But in my opinion, the life now is very different from the life of few decades ago, so the way my parents think cannot be same as young people now. I have some of my friends who are Christian. We have a lot of not common things such as I go to temple but they go to church. They believe in Jesus Christ but we believe in Buddha. And there are many of the things they do different from me. I think it is important to study to understand the relationship of belief system to social behavior in order to avoid significant errors in social interaction. Each person has his/her own religion so we have to respect it. It feels weird when something that you never do before but surely there’s once when they feel the same way to you. How to cite Belief System Introduction, Papers

Integrated Marketing Communication Improving Performance Mcdonalds

Question: Discuss about the Case Study for Importance Of Integrated Marketing Communication For Improving The Performance Of Mcdonald's In The Uk? Answer: Introduction and Background Introduction Marketing management is one of the most important factors for making an organization successful in todays business world (Selvakumar 2013). However, the business environment and related aspects are changing frequently (Belch and Belch 2012). Such changes largely affect a business, particularly the brands that expanded their business globally (Carroll 2013). This is because the global marketplace includes a complex set of rivals fighting for acquiring customers in a rapidly changing business environment (Clow and Baack 2012). In addition, new companies are also emerging on a daily basis (Shin 2013). Different customers in different regions have different needs and expectations (Kelly and Jones 2012). Marketing strategies for any particular region are unlikely to be effective for different other regions (Shimp and Andrews 2013). Integrated marketing communications (IMC) is one of the recent marketing phenomena that can help the companies to enhance their sales and to promote brand imag e (Nellermoe 2012). IMC is the coordination and integration of all the available marketing communication avenues, tools and sources for maximising impacts on the customers at a minimal cost (Naeem, Bilal and Naz 2013). McDonald's is one of the most precious leading multinational brands that offer delicious and healthy fast food items (Forbes.com 2016). The company expanded their business in more than 100 countries across the globe (Aboutmcdonalds.com 2016). Europe is one of the most profitable regions for them concerning to sales and market-share. However, McDonald's has not been yet able to utilise the UK market effectively, even after launching 1,200 restaurants and employing 97,000 people in the UK (McDonalds UK 2016). According to many business experts, the management of McDonald's may significantly invested in different marketing activities, but they mostly failed to realise the actual marketing needs in the UK market. Research Aim The key aim of the current research is to evaluate the importance of integrated marketing communications (IMC) for improving the performance of McDonald's UK. Research Objectives To evaluate the existing marketing strategies of McDonald's UK To compare traditional marketing communication and integrated marketing communications (IMC) To understand the importance of IMC To prepare a IMC plan for improving the performance of McDonald's UK To identify the challenges of implementing an IMC plan To suggest recommended strategies to minimise the challenges Research Questions What are the existing marketing strategies of McDonald's UK? What are the differences/similarities traditional marketing communication and integrated marketing communications (IMC)? What is the importance of IMC? What are the steps involved to prepare an IMC plan for improving the performance of McDonald's UK? What are the challenges of implementing an IMC plan? What are the recommended strategies to minimise the challenges? Literature Review Introduction It is important that an organization keep itself updated with the latest happenings in the market and the latest technologies, which will be beneficial for an organization. Gradually, the organization will aim at the different marketing strategies that will be helpful for the organization. The integrated marketing communication explains different factors that an organization should take into account to reach out to the consumers. This literature review will shed light in the importance of the integrated marketing communication by determining the various components of integrated marketing communication (Belch and Belch 2012). Eventually, it will move in to the development of the integrated marketing communication and evaluate the factors in every step. The literature review will take into account the difference between the traditional marketing communication and the integrated marketing communication. There will be a critical analysis regarding which marketing communication will be more beneficial for an organization. The integrated marketing communication model will throw light in various steps that will be taken into account while making a marketing plan. The general marketing mix will be linked with the integrated marketing communication mix. It is expected that the structure of the literature review will be helpful in getting an idea about the usefulness of the integrated marketing communication in an orga nization. Main body Marketing and promotion is one of the most important parts of a business. It is thorough proper marketing and correct promotion that an organization will be able to deliver their products and services to the people (Belch and Belch 2012). Integrated marketing communication takes into account various models and objectives and critically aims at reaching the audiences. Integrated marketing communication also aims at increasing the sales of an organization by engaging various technologies and marketing skills to attract the consumers (Caywood 2012). The marketing department of an organization first does a thorough market research to study the external environment and then chooses the components of the integrated marketing communication to reach out to the public. The components of integrated marketing communication are (Carroll 2013): Consumers The marketing strategy should be able to communicate with the consumers. Similarly, the answers should be able to get the information from the consumers properly so that they are able to understand the needs and the demands of the consumers (Clow and Baack 2012). It is the process of communicating with the consumers; the marketers will be able to understand the correct channel and methods that can be applied to communicate with the consumers. The marketers determine the thought process of the consumers and accordingly change the content of the messages that should be communicated to the consumers. Communication channels For any communication process to be successful, it is necessary that the marketers choose the proper communication channel (Jung 2013). If a group of consumers is unaware of the electronic media and then the marketers would make use of the print media to reach the consumers (Waller 2012). Hence, the market research is an integral part to find out the information regarding then suitable communication channel to be used to communicate with the consumers. Results The results decide whether the strategies used by the marketer to market and promote the products will yield good results (Kelly and Jones 2012). The results also decide whether the marketers should keep on using the strategy that they are using so they should bring any change in the strategies. Result leads the marketers to an evaluation process where they decide their future steps to yield good result. The components of the integrated marketing communication lets the marketers know the ways to develop an integrated marketing communication. The development of integrated communization follows the four simple steps: Tactical coordination Tactical coordination mainly deals with the contents. It involves the tactics applied by the marketers to develop the content of an advertisement to influence the consumers to buy their products (Shin 2013). This involves the interpersonal communication among the staffs to enhance the content and trace the consumers. Selecting the method of marketing communication This step mainly deals with the channels. The marketers take the feedback of the customers and the takes into account the demands of the costumers to seelct the proper channel (Shimp and Andrews 2013). The selection of the channel will help them to evaluate the proper channel that will be helpful in communicating with the consumers. Applying the information technology The step involves the application of the proper technology and referring to the database from where marketers will get the information regarding the customers who will be profitable for the organization (Shimp and Andrews 2012). This step will also help the marketers to identify the investors and consumers who will be profitable for the organization. Financial and strategic integrations In the final step the marketers accumulate the strategies and the financial integration and then evaluate the process. The final step also controls the marketing communications and has to make the changes accordingly to the demands of the consumers (Selvakumar 2013). The difference between the traditional marketing communication and the integrated communication varies accordingly Integrated Marketing Communication Traditional Marketing Communication The integrated marketing communication is integrated in one plan. The marketer develops different plan to reach out ti different customers with various demands Oriented to the customers: the marketing communication plan aims at satisfying the needs and demands of the consumers the marketing plan is planned in a way so that the consumers are attracted to the company and they are satisfied with the products and services Oriented to the organization: traditional marketing communication gives more importance to the goals of the organization and designs the services in a way so that it able to achieve the goals of the organization The communication programs are logical and continuous: The programs are aimed at acquiring new customers and delivering services delivering the services according demands and needs The communication program is not continuous. The marketers first thinks of achieving the goal then thinks of the customers and implemented new strategies to achieve those goals Aims at developing a strong relationship between the buyer and seller: They aim at developing a long term relationship with the customers so that they are able to retain the customers The marketer aims at short term sales. They aims to achieve the short-term goals and objectives and makes the plan to achieve the short-term goals rather than making long-term goals The integrated marketing communication has a target market and targeted audience. in addition to this, the marketers finds out the proper investors and the areas which will be beneficial for the organization and the marketing mix is targeted to get profit from the targeted audience The traditional marketing communication is aimed at a huge audience. The marketers do not have a specific set of customers or area where they aim to achieve the business. They target a widespread audience to promote their services and products. Out of the traditional marketing communication and the integrated marketing communication, it can be said the integrated marketing communication will be beneficial for an organization. The main reason behind the success of the integrated marketing communication is the focus on the consumers. The marketers who implement the integrated marketing communication take into the needs and demands of the consumers (Reviews 2013). They study the tastes and preference of the consumers and then decide which channel will be more suited for the organization to reach out to the consumers. On the other hand, the traditional marketing communication is more organizational goal oriented. It is important that the organizational goals be followed in an organization, yet there is a chance it might fail as the goals of the organization and the demands of the consumers might not match at every level. Moreover, the integrated marketing communication aims at long-term relationship among the consumers and the buyers rather than solving current problems or looking after the present objective, they at obtain the consumers who will stay with the organization (Nellermoe 2012). Once an organization gives more attention on the present states, chances are high that they will lose the consumers who are more advanced than the organization. Thus, the characteristics of integrated marketing communication will be beneficial for an organization as it helps in development of the organization on a long run, hence, an organization, which aims at a secure future is expected that it will prosper in the future rather than the organization, which aims at solving present and small issues. Thus, it is important that the organization move from traditional marketing communication to integrated marketing communication for the enhancement of the business. The integrated marketing communication further helps an organization to acquire the valuable stakeholders through proper advertising and promotion. Moreover, the access to database through various social media will be beneficial for the organization. however, it is important that the organization keeps into account the traditional marketing communication as well. It is important for an organization to keep a check on the short-term sales objectives as well. By overlooking the short-term objectives there is a chance theta the organization might lose an opportunity to get quick success, which will further help the organization to attain the long-term goal. Thus, a correct m mix of both integrated marketing communication and the traditional marketing communication is important for the organization. However, it is up to the o rganization to make the right choice of marketing communication. Integrated marketing communication model The integrated marketing communication models aims at differentiating the different steps that can be taken by a marketer to achieve the goals and targets of the organization. The marketing plan under the integrated marketing communication is divided into various steps which includes the elements of the marketing mix and the elements of the communication mix (Naeem, Bilal and Naz 2013). The marketing ix step includes he general marketing mix, which includes the four Ps of mating like, the price, products, promotion and place. The promotion of the general marketing mix leads to the integrated communication mix. The integrated communication mix takes into account the different channels through which the promotion or marketing is done. A number of factors are identifies in the integrated communication mix. The factors are, direct marketing, sales promotion, personal selling, publicity public relations, various events, word of mouth and the feedback of the employees. However, it is up to the organization to decide which channel they should choose to reach out of to employees. Moreover, it is important for the employees to decide the proper integrated communication mix so that the consumers are convinced by the ideas. Figure: Integrated Marketing Communication Model (Source: Koekemoer 2014) Conclusion The literature review takes into account the importance of the integrated marketing communications. The literature review concludes that integrated marketing communication will be helpful for an organization because it helps an organization in establishing a strong bond with the consumers. The bond further helps the organization in developing new business in the market. However, the present literature review of the research work mainly focuses in the importance of the integrated marketing communication. A further research can be conducted to study the perspectives of the consumers and the perspectives of the businessperson regarding the importance of the integrated marketing communication. The literature review ahs followed the following conceptual model. The conceptual model explains that the literature review will take into account the components of the integrated marketing communication. The components will be further helpful in development of the integrated marketing communication. It explained the difference between the traditional marketing communication and the integrated marketing communication. The model of integrated marketing communication links the general mating mix with the integrated marketing communication mix. The model links the promotion out of the four Ps of mating mix with the integrated marketing communication. The integrated marketing communication mainly takes into account the promotional activities incorporated by an organization to gain the customers from the market as well as retain then customers in future Figure 2: Conceptual Framework Research Methodology Introduction Research methodology implies the procedure to perform the research by concentrating on the problem statement (Robson and McCartan 2016. Appropriate research methods will be selected based on the research aims and objectives to derive expected conclusions. The research will be validated for interpreting research outcome by linking objectives with conclusion. Each research methods are essential for leading the entire research towards the right direction and for evaluating the importance of IMC for enhancing the performance of McDonald's UK. Research Onion Research onion is the systematic structure and way of performing a research to meet the research objectives through different significant steps (Anfara Jr and Mertz 2014). All the related steps are as follows: Figure 3: Research Onion (Source: Saunders et al., 2009, p-52) Research Philosophy Research philosophy is the key step of the research onion and all the other methods depend upon the philosophy (Bryman and Bell 2015). It is significant for the author to select the most appropriate philosophy for evaluating the parameters associated with IMC, where the learner has chosen McDonald's UK as a case study. The author has initiated to briefly analyse the insights of the research topic for pursuing the most suitable methods. Positivism philosophy is better for assessing the importance of IMC for enhancing the performance of McDonald's UK. Therefore, the learner can identify the real fact through identifying the parameters associated with IMC planning. Therefore, positivism is better than various other research philosophies such as post-positivism, realism and interpretivism for making detailed structure for the current research. Research Approach Research approach is the next layer in the research onion. Two basic research approaches that most of the researchers usually follow are Inductive and Deductive (Zikmund et al. 2012). Observation, data collection, data analysis (using effective analytical tools) and potential theories/hypothesis development related to the topic are followed by inductive approach (Dawson 2014). On the other hand, deductive approach follows theory selection, data analysis, hypothesis testing, theory implementation to analyse data and confirming theoretical evidences (Davidsson and Gordon 2012). In the current research, the author discussed the relevant theories of IMC in the previous chapter: literature review. The next chapter analyses the validity of theoretical evidences. In other words, the current research is based on confirmation of the theories selected for evaluating the ways an IMC plan could enhance the performance of McDonald's UK. Therefore, the current research follows deductive approach. Research Design Research design is the next layer of the research onion, where the author interprets the outcome of the data analysis on the basis of objectives and purpose of the research (Hair et al. 2012). Exploratory, explanatory and descriptive are three basic research designs (Galliers and Leidner 2014). Exploratory deign highlights the background information, whereas explanatory design evaluates the reasons behind the problems (Wilson 2014). On the other hand, descriptive design relates the research objectives with the research findings (Saunders, Lewis and Lewis 2012). The author relates the research findings and conclusion with the research objectives. Maintaining the connection between these two aspects throughout the study signifies the dedication and attentiveness towards the apprehensive areas of all the components required for the current research. Therefore, descriptive design is appropriate for the current research. Data Collection Process There are two key data collection process: primary and secondary data collection. The author will concentrate mostly on the primary data collection process (Anfara Jr and Mertz 2014). The research topic is based on the IMC plan, where the involvement of the employees and marketing managers of McDonald's UK is more important for gathering the data for analysis purpose. The employees and the marketing managers have better knowledge and information to justify why McDonald's UK is still unable to enhance their performance. They can also shed light on the importance of an effective IMC plan. This is why primary data collection is crucial. Primary data will be collected directly from the respondents for making the research outcome valid and reliable (Myers 2013). Sampling Method Sampling is a significant method for selecting the respondents to perform the survey, as the research involves collecting primary data (Dawson 2014). Sampling is the method of selecting appropriate research participants for the research (Davidsson and Gordon 2012). Probability sampling and non-probability sampling are two basic sampling methods and the author selects the non-probability sampling, especially the convenient sampling (Wilson 2014). Convenient sampling is basically used for minimising the variation of responses in case of the primary data collection (Galliers and Leidner 2014). Sample Size For the current research, the author will select 100 employees (quantitative data collection) and 10 marketing managers (qualitative data collection) of McDonald's UK. The sampling size is relatively larger and convenient sampling is essential for minimising the deviation of responses (Dawson 2014). Such approach will also help deriving expected conclusion from the research survey (Myers 2013). Research Method There are two research methods, will be used in the current research: qualitative and quantitative (Hair et al. 2012). Quantitative analysis is useful for analysing data obtained through a questionnaire survey (large number of respondents). Qualitative research helps understanding marketing management policies and strategies of McDonald's UK. Quantitative research method will be applied through the questionnaire survey, whereas, Qualitative research method will be applied through the interview with the marketing managers (Galliers and Leidner 2014). Summary The author will try adapting the most appropriate research techniques for each individual component of the research. The selection of the research methods solely depends upon the research aims and objectives. Research methodologies are selected systematically for maintaining sequences of the research onion. Both qualitative and quantitative analysis are conducted for evaluating the aspects associated with integrated marketing communications (IMC) and the importance of IMC for enhancing performance of McDonald's UK. Data Analysis Introduction The research outcome will be derived from the literature review and primary research data. Such data will be utilised for deriving conclusions by linking with the research objectives. All the research questions will be answered through the interpretation of primary data and analysis of the literature review. Data Analysis Methods Quantitative research will generate numeric values. In order to generate meaningful outcome, such numeric values will be analysed using various statistical data analysis tools such as MS Excel, SPSS and will be presented as percentage forms and in form of graphical charts. Ethical Consideration It is essential to manage the ethical issues, while conducting the research in a systematic fashion. Ethical aspects justify the reliability of the research based on genuine data obtained from the respondents. Sharing the data with any third-party organization or for any commercial purpose will not be entertained. Relevant information and personal information of the participants will be kept confidential and the participants have the complete authority to withdraw their names form the research anytime. The participants will be duly informed regarding the research objectives and purpose before starting the research. The research will also follow appropriate Harvard referencing style. Limitations of the Research The current research has some limitations: Performing the entire research mostly based on primary data is one of the key limitations. Evaluating secondary data by comparing historical result of McDonald's UK should be pursued for analysing the impacts and limitations of the existing marketing strategies. There are not enough evidences, where the companies have been significantly successful for implementing an IMC plan. In addition, the current research will not be essential to evaluate the importance of IMC plan for targeting different global markets like China and India (other than the UK). Greater sample size would enhance validity and reliability of the research outcome. The marketing managers will be interviewed through telephone calls, as face-to-face interview is not possible due to time limits. Therefore, the author will not be able to judge the body language and expression of the managers towards any particular question. Time Plan (Gantt chart) Task Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Planning And Preparing Dissertation Work Schedule Choosing Dissertation Research Topic Reading All Course Related Documentation Regarding The Dissertations Scheduling Sessions With The Supervisors Preparing Ideas For The Supervisors Undertaking Background Study Defining Research Title Planning Approach Or Research Methodology Preparing Literature Review Undertaking Literature Review Enquiring Regarding Ethics Procedures And Final Submission Research Plans Discussing Research Methodology With The Supervisor Undertaking Secondary Data Collection Secondary Data Collection Preparing Timetable Proofreading The Dissertation Final Submission Summary The current chapter summarises that the proposal for analysis will be linked back to the literature and the research questions. Statistical methods will be used to analyse the quantitative data. In addition, the research will follow all the relevant ethical guidelines. The research will have some limitations, especially in terms of limited budget and time. The current chapter also includes the time plan for the entire research with a Gantt chart format. Reference List Aboutmcdonalds.com, (2016). McDonalds Official Global Corporate Website :: AboutMcDonalds.com. [online] Available at: https://www.aboutmcdonalds.com/mcd.html [Accessed 22 Feb. 2016]. Anfara Jr, V.A. and Mertz, N.T. eds., 2014.Theoretical frameworks in qualitative research. Sage Publications. Belch, G. and Belch, G. (2012). Advertising. North Ryde, N.S.W.: McGraw-Hill Australia. Belch, G. and Belch, M. (2012). Advertising and promotion. New York: McGraw-Hill/Irwin. Bryman, A. and Bell, E., 2015.Business research methods. Oxford University Press, USA. Carroll, C. (2013). The handbook of communication and corporate reputation. Chichester, West Sussex: Wiley-Blackwell. Caywood, C. (2012). The handbook of strategic public relations and integrated marketing communications. New York: McGraw-Hill. Clow, K. and Baack, D. (2012). Integrated advertising, promotion, and marketing communications. Boston: Prentice Hall. Davidsson, P. and Gordon, S.R., 2012. Panel studies of new venture creation: a methods-focused review and suggestions for future research.Small Business Economics,39(4), pp.853-876. Dawson, J.F., 2014. Moderation in management research: What, why, when, and how.Journal of Business and Psychology,29(1), pp.1-19. Forbes.com, (2016). Forbes Welcome. [online] Available at: https://www.forbes.com/powerful-brands/list/ [Accessed 22 Feb. 2016]. Galliers, R.D. and Leidner, D.E., 2014.Strategic information management: challenges and strategies in managing information systems. Routledge. Hair, J.F., Sarstedt, M., Pieper, T.M. and Ringle, C.M., 2012. The use of partial least squares structural equation modeling in strategic management research: a review of past practices and recommendations for future applications.Long range planning,45(5), pp.320-340. Jung, H. (2013). Future information communication technology and applications. Dordrecht: Springer. Kelly, J. and Jones, S. (2012). The IMC handbook. [Chicago]: Racom Communications. Koekemoer, L. (2014). Marketing communication. South Africa: Juta. McDonalds UK, (2016). About us. [online] Available at: https://www.mcdonalds.co.uk/ukhome/Aboutus.html [Accessed 22 Feb. 2016]. Myers, M.D., 2013.Qualitative research in business and management. Sage. Naeem, B., Bilal, M. and Naz, U. (2013). Integrated Marketing Communication: A Review Paper. 5th ed. [ebook] Available at: https://journal-archieves35.webs.com/124-133.pdf [Accessed 22 Feb. 2016]. Nellermoe, J. (2012). Integrated marketing communication. Reviews, C. (2013). Studyguide for integrated marketing communication by blakeman, robyn, isbn. [Place of publication not identified]: Academic Internet Publish. Robson, C. and McCartan, K., 2016.Real world research. Wiley. Saunders, M. N., Lewis, P. and Thornhill, A. (2009) Research methods for business students, Page 52, 5th ed. Harlow: Prentice Hall Saunders, M., Lewis, P. and Lewis, P., 2012.Doing research in business and management: An essential guide to planning your project. Harlow, UK: Financial Times Prentice Hall. Selvakumar, J. (2013). Dimensions of Integrated Marketing Communication. Saarbrucken: LAP LAMBERT Academic Publishing. Shimp, T. and Andrews, J. (2012). Integrated marketing communications in advertising and promotion. Mason, Ohio: South-Western. Shimp, T. and Andrews, J. (2013). Advertising, promotion, and other aspects of integrated marketing communications. Mason, Ohio: South-Western Cengage Learning. Shin, K. (2013). The executor of integrated marketing communications strategy. Berlin: Springer. Waller, D. (2012). Developing your integrated marketing communication plan. North Ryde, N.S.W.: McGraw-Hill. Wilson, J., 2014.Essentials of business research: A guide to doing your research project. Sage. Zikmund, W., Babin, B., Carr, J. and Griffin, M., 2012.Business research methods. Cengage Learning.