Promoting A New Grooming Product For Men Marketing Essay

Promoting A New Grooming Product For Men Marketing Essay To be able to reap success in the field of business where competition is very tough, there is a growing need for organizations to pay and dedicate special attention in the evaluation and execution of their marketing mix, specifically in the aspect of promotions which deals with measures and practices directed towards increasing the markets awareness of the existence of the product. The element of promotion is very important especially for businesses which are just starting in the market or for products which are just in the introduction stage. A good promotional campaign will enable the company to establish a name and to establish recall since they are just new in the market. This will increase the awareness of the public regarding the existence of the product and will in turn generate revenue for the company in the long run (Kurtz et al, 2007). It is undeniable that the present time holds a notable growth in the success of personal care or grooming products for men which were introduced in the market. Vanity is no longer exclusive to women as the marketing trend nowadays suggests with the emergence of various grooming products which caters to the specific needs and requirements of the male market. This market holds a very strong potential for revenue generation as the market segment increased and continued its perpetual growth (Neff, 2010). To be bale to market mens grooming products, one specific aspect which needs special attention would be advertising. It has been noted in the past that advertising shows significant effect on the growth of the product in the market, especially for new products, as it instigates recall and awareness among the target audience. For grooming products for men, one of the most effective would be tri-media advertisement wherein basic advertising medium will be used including television, radio, and print ads. For television, a commercial will be aired with the central theme of promoting mens grooming products, making vanity not exclusive to women, targeting the male audience as it conveys a message which assumes the growing need for the male market to better take care of themselves so that they can look and feel better. The central theme of the tri-media advertisements would be increasing the confidence of the male market by looking good through the help of new grooming products. To be able to extend the anticipated reach of this commercial, a credible celebrity endorser will also be used. It must be remembered that the grooming product is new that is why it has a significant need to be endorsed by credible and known endorsers to be able to easily make its way and tap its target market. The commercial will show the celebrity endorser using the new grooming products, as he believes in its effectiveness and efficiency, and will include his testimonial regarding the benefits which men will get from using such products. Furthermore, to be able to target male who does not watch television at all, commercials will also be aired via major radio stations. The commercials which will be produced for radio will be focused on testimonials from projected users about the grooming products and endorsement of use while trying to convince more male that this new grooming product is a must-try. The radio commercials will be helpful especially to target males who are always on the go and those who listen to the radio while driving their cars to work or to wherever they will be headed. Lastly, to be able to complete the dimensions of tri-media advertisements, there will also be print ads which will be scattered in major places where the market demographics reflects the target market profile of the new grooming products. The display of these print ads will still be helpful in generating recall and awareness especially if they are posted on places in the target market of the grooming products is always staying or passing by. To be able to reach more of the products target market, event sponsorship will also be taken into consideration as a means of advertising, as increasing the level of awareness of the public regarding the new grooming products for men. The events which will be targeted for promotions or sponsorship will include those in which the main participants are men. This could include events such as fashion show for mens clothing and other men products. During such events, there will be company booths which will be installed in the venue and will be manned by a set of promodizers. Leaflets regarding the product details and benefits of usage will also be distributed to be able to disseminate information. Furthermore, there will also be free product samples in trial packs so that the target market can be able to try it with the hopes that it could lead to repetitive purchases in order to gain revenue for the business. In order to achieve maximum results for event sponsorships, it must be assured that only events with significant attendance from the target population will be considered. Moreover, the power of the internet as an effective marketing tool should not be disregarded in the execution of the promotions mix for the new grooming products for men. A relatively large number of populations in the entire market have access to the internet and literate about its usage. Therefore, marketing efforts should be also directed towards the utilization of internet to promote the new products. To start of, the company will build its very own corporate website. In building the website, the target market must be considered. Most male internet users want direct information and straight forward execution rather than the bubbly type of websites. Therefore, the website design should be minimalist in general and display only information which ae relevant and significant of the product. The pictures and general description of the products will also be displayed to give the market an image of what they can expect from the product line. Moreover, to be able to strengthen the claims of the product, there will also be testimonials from users and endorsers in order to convince the website visitors that they mus try and use the said products. Lastly, the website shall feature an interactive feed where there could be communication between the visitors and the administrators to answer their queries and also to ad a touch of personalization and interaction in the website. Moreover, public relations must not be also taken out of the picture when considering promotion strategies for the new line of grooming products fro men. In is always very important to maintain a good relationship with the public to be bale to be assured that they will patronize the products and use them in the long run. It is always important for the company to maintain a public image to be bale to make them aware of its practice. Part of the public relations measure of the company will be to be more visible in the eyes of the public, specifically to it target market, by establishing a series of events and product launches which will include the endorsers and the actual samples of the products. These product launches will be able to help the company establish public relationship and at the same time will set as a means of promotion for the grooming products.

Downloading Music on the Internet Essay -- Argumentative File Sharing

Who’s downloading? Throughout many years of the computer age there has been much advancement in computer technology. It first began with the people getting the Internet, then people began to understand the Internet, and then lastly people learned to overpower the Internet. Within the past several years the downloading music factor strongly took effect. To the majority of the internet population they tend to believe there’s nothing wrong with getting free tunes, but there is the select few who believe it is morally wrong. Overall, I truly enjoy having the free access to music; it enables you to try new music without bother making purchases and having a poor after effect. This is an excellent way to save money, as well as making your music selection more diverse. I can consider myself a good example of the music downlaoder; I have been around the computer age for several years and have learned a tremendous amount towards the Internet and its downloading. For recent experience I have gained a lot of information towards why music downloading is a great process. Most of the information presented here is mostly from experience and from recent article placed on the Internet. If you were to ask the average American if they believed downloading music is a good advancement toward the Internet society, in response you would get a 70% of the people agreeing with it. One person said, â€Å"Ever since downloading is begun, I have not only learned of new music, but have found bands I never thought I could get.†(Discovering computer 2003) From a typical user you can learn a whole lot when you’re not up to today’s status. A major reason why downloading is great is because it’s free, accessible and everyone can join in on it. All it consi... ... is the freedom of press and I acknowledge this and so does the law, therefore let this be and everyone will be happy. Money and time should not be wasted in the court systems anymore. Works Cited: Coates, J. (2002, October 28) Find song files from Napster by using .MP3. Chicago Tribune. pp. B19 Kloer, P. (2002, September) Celebrity TV ads will fight music downloading. Retrieved November 17, 2002 from http://www.accessatlanta.com/ajc/living/music/0902/27piracy.html McDonald, T. (2001, June) Bad News Keeps on Coming for Napster Users. Retrieved Novemeber 16,2002 from http://www.ecommercetimes.com/perl/story/11667.html Shelly, G., & Cashman, T., & Vermaat, Misty. (2002). Discovering Computers 2003. Boston: Thomson Course Technology. Weber, L. (2002, November 4). CD burning, song-swaps slow online music. Chicago Tribune. pp. A6.

Facebook Case Study Essay

EXECUTIVE SUMMARY A firm that has been floating on the stock exchange has been selected and evaluated and the firm I have chosen was Facebook. In my report I have included the recent history of Facebook as to how the social networking site started and the developments from the introduction until recently. I furthermore went on to evaluate the source of finance with a brief explanation as to what source of finance is and the different type of sources available to business i.e. Short term , medium term and long term. This explains the type of finance business need starting from day to day transactions to long term purchasing of assets and investments. After my understanding of what sources of finance are, I done some research on Facebooks source of finance and came to a conclusion that the firms sources of finance is long term source of finance as they earn money through shares(IPO). The reason for Facebooks floatation was simply because at the time they decide to go public the firm was already valued as one of the top companies around, however even though the firm was highly valued there was still negative stories about the firm. Facebook continues to grow and to try and keep the 200 million users entertain there are now talks of a Facebook phone that is due to be released this year. INTRODUCTION I am required to select a firm that has floated on the stock exchange in the last 4 years analyse and critically evaluate the firms decision to go public. The firm I chose was Facebook and in my report I will be discussing the following about the firm. Recent history of the company The firms sources of finance/ Capital structure of the firm Reason for flotation Implications of the flotation Performance of shares since flotation Future prospects for the firm Recommendations as to the future financing ABOUT FACEBOOK Facebook is a popular social networking website whose name originated as a nickname of directories handed out to university students that aided in them getting to know their fellow students. The social networking site was invented by Harvard computer science student Mark Zuckerberg, along with a few class mates. Facebook officially started off in October 2003 when Zuckerberg launched â€Å"Facemash.com† to allow visitors to compare pictures of two students and say who’s hot and who’s not. The website became popular as people enjoyed going on the internet and checking out pictures of their friends. In January 2004 an article in the Harvard Crimson stated that Zuckerberg registered the Facebook.com domain as he was now inspired by the success of Facemash. Shortly after the launch of Facebook the website eventually grew as it was now discovered by Sean Parker (Former Co Founder of Napster) who informally advised the student on what to do, and by June 2004 Facebook received its first private investment from Peter Theil [http://www.youtube.com/watch?v=ROrUea0gLlY], the founder of PayPal who gave $500 000 in exchange for 10.2% of the company. Sean Parker later became president of the newly incorporated company Facebook. Facebooks domination continued to grow until it became the second most visited web property online. In August 2009 Facebook acquired the real time new aggregator site friends feed and in 2012 Facebook made a huge splash in the market by acquiring instragam for approximately $1 billion. This year Facebook has introduced a graph search to help users find out more about their friends and connections. This feature lets you search through data shared by friends to discover people their interest, restaurants, much and much more. This is the first major step Facebook has taken towards competing with Google. SOURCES OF FINANCE Business needs money to support investment and finance their day to day activities. A company may choose to raise money internally (by retaining and investing profits) or externally. Each source of finance has a risk attached to it, the risk that the business will not meet the financial commitments related to the source. The mix of all the financial sources is known as the financial risk of the company. An essential requirement in raising finance is that business should meet repayments and other expenses, as the fall due. This is generally achieved by ensuring that there is a good match between _cash inflow generated by the use of money and cash outflows to the service payments to the finance raised_. TYPES OF SOURCES OF FINANCE. Short term finance- Usually needed for a business day to day operations e.g. paying wages, ordering suppliers etc This is usually the cheapest one to use as it is easier for a lending institution to asses lending risk for shorter loan periods. Types of short term finance include the following: Overdrafts Short term loans Trade credit Accrued expenses and deferred income Factoring Medium term finance- This source of finance can be used to finance the acquisition of Motor Vehicles, Machinery, Computers, etc. Three main types of medium term finance are: Hire Purchases Leasing Term Loans Long term finance- In financing the purchase of a building (major investments), long term finance would be appropriate. There are two alternative methods of raising long term finance Debt-Bank loans and Bonds Equity-is an important source of long term finance and consists of: Preference shares, Ordinary Shares and Retained Profits (internally generated cash flow). Equity finance is raised through the sale of ordinary shares to investors and can be raised either via: A new share IPO ,Placing or Introduction A rights Issue. FACEBOOK’S SOURCES OF FINANCE/CAPITAL STRUCTURE. Facebook’s source of finance is the long term finance as the firm makes its money through sale of ordinary shares from investors such as IPO (Initial Public Offer) which is the first offering of shares to the general public. The social networking site officially filed for an IPO on February 1 2012. The preliminary prospectus declared that Facebook was seeking to raise $ 5 billion in investment at the time the company announced that they have 845 million users active on the site with close to 2.7 billion likes and comments daily. After the IPO, Mark Zuckerberg planned to retain 22% ownership stake in Facebook with 57% of voting shares which was valued by the underwriters as being worth $38 each and pricing the company at 104 billion, the largest valuation ever to date for a new company going public. Facebook selected Morgan Stanley as the lead advisor for the IPO as the company had earlier lead the IPO of internet giants like Group on, Zynga and other banks such as Goldman Sachs, Bank of America Merril Lynch,Barclays Capital and JP Morgan. According to AllFacebook , shares have been actively trading between $25-$40 which gives Facebook a valuation of approximately $17000, more than Microsoft which was valued at $15000.Most of Facebooks trades takes place through secondmarket a company responsible for generating a market around typically illquid assets while while the value of the trades is unkown.While Facebook stock is not the type of thing you can trade in a day due to the fees and time involved in transactions ,however most investors see a great return in just 6 months. BELOW IS A GRAPH WITH FACEBOOKS SHARE PRICE IN MAY 2012 WHEN FACEBOOK DECIDED TO FLOAT.GRAPH 1.1 REASON FOR FLOTATION The reason for Facebook’s flotation was due to the fact that the company’s IPO was valued as one of the best amongst top companies. When Facebook made its long expected debut as a public company, the social networking company linked up with the largest public companies in the world alongside Mc Donalds , Amazon.com and Bank of America. The wall street journal reported that Facebook was prepared to file initial paperwork for an offering that could raise as much as $10 billion. As the news about Facebook spread worldwide and it later became the most popular and influential global website, Investors now started to flock to acquire shares in Facebook. Articles stated that even though Facebook was valued a high price there was still a debate within business and media circles on the true value of the company. The social networking site also made money through advertising allowing other companies to advertise about their business on the website. In May 2012 Mark Zuckerberg and other executives began a road show to persuade institutional investors to buy shares before the flotation. One of the underwriters JP Morgan along with Goldman Sachs and Morgan Stanley were included in the road show. IMPLICATIONS OF THE FLOATATION FOR THE FIRM Even though there is a great amount of effort in the flotation of Facebook there are still some negative views on the social site. An article in the guardian called â€Å"_Facebook flotation: three reasons to avoid it†_ it states that Facebook is not worth $100 billion and that Zuckerberg has not put a price tag on his creations so it’s still early to say that he will attempt to achieve that amount when the flotation started. Below are the three reasons given in the article: Zuckerbergs first letter to the potential investors was a strange dispatch. As it stated that Facebooks ambition was to build a service that gives people the power to share and help them once again to transform many of the core institutions and industries. Facebook has no need to float as it does not need to invest as the firm is profitable and generates enough cash to pursue its current objective. Zuckerberg is keeping control of Facebook by adopting a dual voting structure with him and investors. In response to the negative publicity about the website , Facebook opposed by saying that the main reason for floating is to allowing longstanding investors to cash in a portion of their winnings and to help Facebook grow. The float promoters were then seeking to emphasize that the investments obtained were potentially for a profitable growth and to play down the risk faced by the firm. PERFORMANCE OF THE FIRMS SHARES SINCE FLOATATION Zuckerberg has called the stock performance â€Å"disappointing†. The social networking leaders stock has lost nearly half its value since flotation. More than $50 billion has been cut off Facebooks market value as the companys shares have fallen from $38 to $19.43. The CEO has lost the most as the value of his facebooks holdings falls more than $9 billion which questioned his skeptics and guess his ability to lead a company. The performance of the shares has obviously been disappointing and has caused some demotivated employees, however Zuckerberg motivated them and they believed that things will improve as time goes go on. After numerous up and downs and significant critics from the public the share prices started showed a highly volatile behaviour with prices as low as $17.73. The prospective performance of the company did not impress the investors and therefore had a impact on the company as a whole. In November 2012 Facebook shares has shown a significant rise in value reaching the highest price in months, As the value it continued rising the company witnessed an increase of 15% each month to date. The major factor that has pushed the social networkings markets performance is the increase in investors’ confidence in the companys potential to earn a higher revenue in the prospective periods. The confidence is directly linked to the increasing success of the performance as the number of business advertising on the website increased which means higher revenue and higher revenue means higher returns for investors. FUTURE PROSPECTS FOR THE FIRM Facebook has and always will be the king of the social media sites , as the site is still growing worldwide. To date the social networking website has more than 200 million registered users. Researchers believe that Facebook can evolve another google as they are also relying on advertising for their revenue. The social networking sites goal now is to create a personalized digital newspaper through the newsfeed that has everything a person would want to know about people. This will be perfectly customized just for the users. Mobile will be the key to Facebooks future growth said the head of advertising as only 30% of users access through desktops and 70% through mobile devices every day. A plan to invest a huge amount of money will be the target for Facebook in the future as talks on creating a Facebook smartphone continues. Facebook is also targeting other continents like Asia, Latin America and Africa as users in these areas have grown by 33% each year. Even though they introduce the mobile device Facebooks ultimate goal will  still remain to get more users online and to improve current features that will keep current users entertained. CONCLUSION /RECOMMENDATION TO THE FIRM’S FUTURE FINANCING Facebook is available to everyone all over the world and there still huge potential for growth for the firm. My recommendation to the firm regarding their finance would be to focus on their advertising model, improving it and allowing business to advertise more on their website. By doing that they will do enhance their chances of doing better than search engine giant Google and revenue will increase which will benefit both the firm, current and potential investors. With the introduction of the new Facebook phone they have to ensure that the phones are better then other smartphones. Facebook has to earn the general publics confidence in them by coming up with new ideas on their IPO, if the public is satisfied they will invest more in the company. However with the introduction of the new phone I believe share prices will increase.

black panthers essays

black panthers essays Bobby Seale was one of the co-founders of the Black Panther Party. He was born on October 22, 1939 in Dallas Texas. By the time Bobby was ten his family moved to Oakland, California where he would have a rough childhood. Seales family was very poor so this only added to his dire childhood. Bobby eventually dropped out of high school and at 18 he was indicted into the Air Force. He was immediately sent to Amarillo, Texas to receive training as an aircraft sheet-metal mechanic. He soon graduated from the Technical School Class of Air Force training with honors. After that, he was moved to Rapid City, South Dakota at Ellsworth Air Force Base. Bobby served here for three and a half years and left with the rank of corporal. After he left the Air Force he enrolled at Merrit College in Oakland where he intended to study engineering. Bobby first became interested in 1962 when he first heard Malcolm-X speak. During his enrollment at the University, he joined the Afro-American Association (AAA) which was an organization formed by young African-Americans in Oakland to try to confront the problems faced by the black community. This was an organization that tried to confront the problem faced by the black community. Seale got interested very quickly and was inspired by such people as Booker T. Washington and W.E.B. du Bois. Another member of the AAA named Huey Newton had very similar beliefs as Bobby. Soon Bobby became one of the many black activists who broke away from the traditional non-violent protests to preach a doctrine of militant black empowerment. Bobby and Huey became very close friends and in 1966 formed the Black Panther Party for Self-Defense. Bobby Seale is still alive today and is no longer involved in violent protests. He is running his own web site that tells of his adventures and why he did everything he did in his earlier years. Huey Percy Newton was the other major co-f ...

Panic Disorder Essays - Psychiatric Diagnosis, Anxiety Disorders

Panic Disorder Essays - Psychiatric Diagnosis, Anxiety Disorders Panic Disorder The purpose of this paper is to understand Panic Disorder and symptoms, types of the disorder, treatment, and relation to other disorders and how it affects people in general. Included, is a case study of Sarah who suffered with a panic disorder. Panic Disorder is when someone experiences unexpected panic attacks followed by at least one month of persistent concern about having another panic attack, worrying about the possible consequences of the panic attacks, or a behavioral change related to the attacks (Millon, 1996, p.559). Panic Disorder is not a disease. It may be assessed, but not definitively diagnosed. This disorder is distressing and disabling, physically, psychologically, and socially (Harvard, 2000, p.1). One symptom of Panic Disorder is unexpected panic attacks. At least two panic attacks are required for diagnosis. Attacks may last from several seconds to several minutes. Doctors believe that every attack has a situational trigger and an essential feature (Morrison, 1995, p.402). Another symptom of the disorder is constant concern and worry. The most common trait found in all Panic Disorder patients is a fear of being embarrassed. When a person takes an attack once they are paranoid for up to three months about going into public for fear of taking another attack. People diagnosed with panic disorder experience great anticipation and are very anxious when they look forward. They often worry and think of the worst possible outcomes, and at night, nightmares often occur. Panic disorder patients often assume that they have an undiagnosed disease or think they are going crazy (Harvard, 2000, p.8). Sarah, also experienced severe anxiety in social situations. She had a terrible fear of having another attack, fear of losing consciousness, and a fear of embarrassment in social situations. Sarah had suffered in her sleep as well. Constant nightmares persisted, causing lack of sufficient sleep. Sarah felt she was going crazy, because of the fact that she didnt know what was wrong with her. One symptom of this disorder is behavioral change. Depression is a very common trait in people who suffer with panic disorder. The rate of attempted suicide is twenty times higher among individuals with panic disorder than the general population (Morrison, 1995, p.403). Many people with panic disorder also suffer from alcoholism. People with panic disorder often have great anticipation. Physical conditions are another one of the symptoms of panic disorder. Panic disorder effects physical features of a persons body such as high blood pressure, loss of bladder control, chemical change in ones body, prolapsed and thyroid disease. During the attack a person can experience excessive sweating, chills, chocking, shortness of breath, hot flashes, nausea and pains in their chest. Dizziness, shaking and pounding of the heart are also physical features of this disorder (Laliberte, 1998, p.117). During Sarahs attacks, she experienced many of these physical symptoms. She had shortness of breath, hot flashes, pains in the chest, dizziness (causing her to pass out at times), and shaking and pounding of the heart. She felt as though the attack overpowered her thoughts or feelings, overwhelming her. In this paper we are going to look at four different types of Anxiety Disorders. The first type is Anxiety Disorder due to a general medical condition. Anxiety Disorder due to a general medical condition is diagnosed whenever a panic attack is thought to be a direct physiological consequences. Tests done on physical and mental health, help to determine what the role of the general medical condition is. The second type of Anxiety Disorder is Substance-Induced Anxiety Disorder. It is nearly the same as the first type mention, only instead of being a consequence of a medical disorder; it is a consequence of a substance. The substance could be a number of different things including a drug or medication. Nervous system depressants and stimulants can also trigger a panic attack (Morrison, 1995, p.401). The third type of anxiety disorder is Obsessive-Compulsive Disorder. There are many people who suffer with this type. Whenever someone has an obsession and views an object that triggers their obsession it could lead straight into a panic attack. An example is someone who is obsessed with cleanliness; the item that triggered the attack could possibly be dirt. The last type

Sally Hemings & Thomas Jefferson - The Scandal Essay

Sally Hemings & Thomas Jefferson - The Scandal - Essay Example Each member relies on what each knows of human nature, using common sense and the ability to reason If the assumptions seem ridiculous, throw them out, if the reasons make sense, convict. Here Jefferson will be convicted, but free from scandal. Jefferson was a man of passion and conviction, like many a good leader, and it is just these characteristics upon which he will be judged as well as the elemental conditions of the evidence available. As with any fair trial we must first presume that Thomas Jefferson is innocent before we can bring evidence against him. This presumption will lie in the testimony of his statements and those of his contemporaries. Thomas Jefferson himself never commented publicly on the issue, though some of his remarks have been interpreted as indirect denials. For example, he publicly stated his opposition to miscegenation (a word not yet coined at the time): "Their [blacks] amalgamation with the other color," he wrote, "produces a degradation to which no lover of his country, no lover of excellence in the human character, can innocently consent."1 Why would a man with these opinions ever think to "consent" to relationships outside his own race? The Jefferson Family also vehemently denies any possible impropriety on Jefferson’s part equally sighting his high moral character and his veracity. The family also states as fact that Mr. Jefferson was never geographically present at the times in which Ms. Hemings would have conceived any of her children. â€Å"Thomas Jefferson Randolph [grandson of Thomas Jefferson], holds basically that Jefferson was not at Monticello when Sally Hemings children were conceived, and that they were fathered instead by one of his nephews, either Peter or Samuel Carr.†3 However, careful studies of Jefferson Farm Book and the detailed chronology of his public life record tend to reveal otherwise (see Timeline on page ten). Also the Author of Thomas Jefferson: An Intimate History reveals

Was Peter Berger right when he changed his views on secularization in Essay

Was Peter Berger right when he changed his views on secularization in the 1990s - Essay Example My paper hence deals with the idea that Peter Berger was right in changing his views on secularization. The paper will also deal with the different ideas that Berger worked with and related to in his studies on religion and secularization. In this context, ideas of modernization, pluralism, supply-side of religion and the rational choice theory as well as the sociological relevance of religion are considered within this paper. Secularization is the lessening of religious influence in a society; it is the loss of religious institution’s authority to dictate to the public the practices required in organized religion. Bryan Wilson talks at length about the need for another force in place of religion in a society that is heading towards or has already adopted secularization. Religion forms the crux for most people in today’s world. The need or presence of religion cannot be ignored in one’s life and it is this presence that has driven scholars from all walks of life to study the effects and consequences of religious presence in our life and to present their view points. Secularization became prominent when religious debate turned towards whether secularization was beneficial or not. For Peter Berger, secularization is, â€Å"the process by which sectors of society and culture are removed from the domination of religious institutions and symbols. It operates at three levels, one is a social structural: in the west, Christian churches have lost functions that are now performed by secular agencies.† (Berger, 1969) To put this idea into simpler terms; the importance of religion in any person’s life is reduced since religion loses its previous stature and place in an individual’s life. Earlier, individuals paid more attention to religious details and believed that religion had to function in cohesion with state policies. This is