Psychoanalysis, Popular Culture and Media Essay

Psychoanalysis is the science of the unconscious functions of the mind and personality. The theories originate from Austrian neurologist, Sigmund Freud. He discovered these as a treatment for health problems and also as a way to understanding more about your mind. In this essay I am going to discuss how these theories discovered many years ago have contributed to popular culture and media. Sigmund Freud divided the soul into the conscious and the unconscious. The conscious is the part of which we are mentally aware and in contrast the unconscious is where all are restrained wishes are stored. Freud stated that: â€Å"Each individual who makes a fresh entry into human society repeats this sacrifice of instinctual satisfaction for the benefit of the whole community†(Storey 2001:91). He also added: â€Å"Society believes that no greater threat to its civilization could arise than if the sexual instincts were to be liberated and returned to their original aims†(Storey 2001:91). What Freud is saying here is that we are born imperfect with many instinctual drives. From social to sexual drives, basically anything that are ID desires. He believes that these instinctual desires, especially sexual have to be restrained in the unconscious as they would have a detrimental act on society if they were to be followed through and would cause us to act in inappropriate manner to the views of our cultural society. This is where psychoanalysis demonstrates to us how it contributes to media and popular culture. It does this by teaching us certain ways to behave in order to fit in. There are right and wrong ways and psychoanalysis gives us an explanation to how our soul teaches us the appropriate mannerisms. Freud continued on with his discoveries and further divided the psyche into the ego, the ID and the superego. The ID is something we are born with and is totally unconscious. It is driven by the pleasure principle which means that it wants instant satisfaction for all its desires. Freud described the ID as the: â€Å"dark, inaccessible part of our personality†(Storey 2001:92) It is impossible to change our ID and are instinctual desires. The ego is the reality part of personality. It tries to satisfy the ID and its desires after weighing up the pros and cons and waiting until an appropriate time to do so. It develops as in becomes more in touch with culture, furthermore creating the superego. The superego is where we adopt qualities from people who have learnt how to cope in society, mainly are parents and other important figures in our lives at the time. By learning from other people and from what we hear and see on television etc we determine a sense of right and wrong. As a result, our superego helps to restrain the unacceptable urges of the ID, and tries to make the ego act in an appropriate manner that society expects and requires. Furthermore this psychoanalysis theory and breakdown of the psyche demonstrates to us how culture and media play a fundamental role on how we act in society. Its like a big circle, we learn how to act from elders and society and then people learn from us and so on. John Storey describes the superego as â€Å"the voice of culture† as it is what we learn from and Freud says that â€Å"our nature is governed by culture†(Storey 2001:92). He believes that human nature is in fact something that is not natural and controlled by the ever changing culture and media at that particular time. In my opinion, the ego of a person depends on the era they live, who they are surrounded by, the media and many other social and cultural factors. We learn from our contact with society and culture and that includes who we are with or what we here on TV, or see in the newspapers. Whether it be intentional or not, we consume all of that information and that forms are opinions on what is right and wrong etc and makes us who we are. We are in fact controlled by culture and what is going on around us, as this is the make up of our personality and determines the way we act in society. Furthermore, the superego keeps everything in balance. Without it we would be driven by our pleasure principle (ID) and not know how to express are opinions correctly or behave, essentially causing havoc. This results in their being a constant, ongoing conflict between the pleasure and reality principle. In conclusion, Sigmund Freud and Jacques Lacan have been greatly influential when it comes to culture and media. In my opinion the theory of psychoanalysis can be seen in everyday life when it comes to watching films etc as everything can be interpreted and has an effect on us. It had a large impact on how sound work in early childhood development and also in cinema. Psychoanalysis can be used to interpret different meanings, and what you get from it can vary from observer to observer. The cinema is full of hidden meanings and tempting us with desires. Slavoj Zizek states that: â€Å"The cinema doesn’t give you what you desire, it tells you how to desire† (Zizek:2007). When we are watching a film our instinctual drives are not fulfilled but it tells us how we should desire, and can be seen as a form of release. Many would argue that not every human desire has to be taught such as sleeping or drinking but many would argue they are not desires just basic needs. For an actual fact the desire is in the quantity of how much we want. The media affects are desires greatly by large and effective ad campaigns. Take for example McDonalds, the ad campaigns, the way they make the food look and its popularity entices us to desire it. If there wasn’t thousands of them an it wasn’t that popular I doubt we would desire it as much, however, it’s a big part of our fast-food culture. Psychoanalysis is very effective and demonstrates to us how our psyche works.

The continuity of life and the natural environment

Chapter 1IntroductionWater can be considered as one of the basic elements back uping the continuity of life and the natural environment, an indispensable constituent in industry, a consumer point for homo and besides animate beings and a vector for domestic and industrial pollution. Assorted model that includes Acts of the Apostless, Torahs and guidelines for the control of aquatic substances, the quality of bathing, surface and imbibing Waterss and wastewater control had been established since the consciousness on H2O pollution became a sensitive issue. Malaysia is a underdeveloped state that moves towards the vision 2020. Unfortunately the development that had been carried throughout the state besides contributes bad impact to the environment particularly H2O quality. Water is a critical for all facets of human and ecosystem endurance and wellness. Therefore, its quality is besides of import. Water quality refers to the composing of a H2O sample. The reading of informations may be hard and drawn-out and ratings of H2O quality parametric quantities are necessary to heighten the public presentation of an assessment operation and develop better H2O resources direction and program. Water quality patterning involves the anticipation of H2O pollution utilizing mathematical simulation techniques. In fact, classical process-based modeling attack could supply comparatively good anticipation for H2O quality parametric quantities ; nevertheless, those theoretical accounts rely on a big set of informations and needed batch of input information s that is frequently unknown. A river is defined as any natural watercourse of H2O that flows in a channel with defined Bankss ( Encyclopedia Britannica ) . The beginning of a river may be a lake, a spring, or a aggregation of little watercourses, known as headwaters. From their beginning, all rivers flow downhill, typically ending in the sea/ocean as sketched in. In some instances a river flows into the land or dries up wholly before making another organic structure of H2O. A river is a constituent of the H2O rhythm. A river ‘s H2O is usually confined to a channel, made up of a creek bed between Bankss. Most rainfall on land base on ballss through a river on its manner to the ocean. Smaller side streams that articulation a river are feeders. Normally larger watercourses are called rivers while smaller watercourses are called brooks, Brookss, rills, rivulets, and many other footings, but there is no general regulation that defines what can be called a river. Harmonizing to JPS Malaysia ( 2009 ) , besides su ngai, there are besides many other footings mentioning to river ; including alor ( Kelantan ) , carok ( Kedah ) , parit ( Johor ) , batang ( Sarawak ) and terusan. In Malaysia, the H2O within a river by and large originates from precipitation through surface overflow, groundwater recharge and release of stored H2O in natural or semisynthetic reservoirs, such as wetlands, pools or lakes. A river conveys H2O by invariably fluxing perpendicular to the lift contours, thereby bring forthing kinetic energy from its possible energy. Where a river flows over comparatively level countries, the river will flux indiscriminately, get down to organize cringles and flow through the field by gnawing the riversides. Sometimes the river will cut off a cringle, shortening the channel and organizing a horseshoe lake from the cut off subdivision. Rivers that carry big sums of deposit develop deltas at their oral cavities. Saline waters that semen from the ocean will organize a new estuary. In this research, Principle Component Score were implemented to better river H2O quality anticipation theoretical account that uses Artificial Neural Network as a nucleus analytical method. Principle Component Analysis ( PCA ) is recommended as an explorative tool to bring out unknown tendencies in the informations. When applied on conditions, PCA will research correlativities between samples or conditions. Note that because the end of PCA is to & A ; lsquo ; sum up ‘ the informations, it is non considered a constellating tool. PCA does non try to group informations by user-specified standards as does the constellating methods. Harmonizing to Shlens ( 2009 ) , PCA is a standard tool in modern informations analysis – in diverse Fieldss from neuroscience to computing machine artworks – because it is simple, non-parametric method for pull outing relevant information from confounding informations sets. With minimum attempt PCA provides a roadmap for how to cut down a complex information set to a lower dimension to uncover the sometimes concealed, simplified constructions that frequently underlie it. In H2O quality mold, one attack to the quandary of limited resources and limited cognition is to construct prognostic theoretical accounts that characterize as much of this cognition, or mechanism, as possible and so depend to a great extent on these theoretical accounts for determination. Unfortunately, experience indicates that this scheme consequences in theoretical accounts with high prognosis errors or uncertainness. An alternate scheme is to construct every bit simple as a theoretical account that do non number in either resources or scientific apprehension. Unfortunately for this type of theoretical account, another job arises which is job of reference is non straight identified or tackled. New attack such as Artificial Intelligence ( AI ) techniques has proven their ability and pertinence for imitating and patterning assorted physical phenomena in the H2O technology field. In extra, Artificial Neural Network ( ANN ) captures the embedded spatial and unsteady behaviour in the investigated job utilizing its architecture and nonlinearity nature compared with the other classical modeling techniques. Recently, applications of ANNs in the countries of H2O technology, ecological and environmental scientific disciplines have been used intensively for anticipation and prediction in a figure of water-related countries, including H2O resource survey ( Liong et al. , 1999 ; 2001 ; Muttil and Chau, 2006 ; El-Shafie et al. , 2008 ) , environmental scientific discipline ( Grubert, 2003 ) and ( Hafizan et al. , 2004 ; 2006 ; 2008 ; 2009 ) . Artificial nervous webs are made up of complecting unreal nerve cells ( programming concepts that mimic the belongingss of biological nerve cells ) . Artificial nervous webs may either be used to derive an apprehension of biological nervous webs, or for work outing unreal intelligence jobs without needfully making a theoretical account of a existent biological system. The existent, biological nervous system is extremely complex and includes some characteristics that may look otiose based on an apprehension of unreal webs. The premiss in support of the usage and development of mechanistic H2O quality simulation theoretical accounts is that the most accurate and flexible prognosiss result from a theoretical account that right describes elaborate procedures. These theoretical accounts are accurate ( it is believed ) because the theoretical accounts are assumed to right qualify procedures, and they are flexible because detail-rich prognosiss can ever be aggregated over space/time ( but non frailty versa ) if necessary. The demand to calculate implies that extrapolation beyond the bounds of observation may be necessary, and this is believed to be dependable merely if mechanisms are right characterized. Mechanistic advection-diffusion-reaction ( transport-fate- effects ) theoretical accounts are typically big in order to imitate procedures. Despite this, they are still rather simple in the description of complex chemical and biological procedures, comparative to the existent universe. For illustration, in these theoretical accounts, virtually all chemical reactions are assumed to be first order, and one or at most a few species of beings are modeled at each degree of the nutrient concatenation. Small-scale temporal and spacial declaration gives the semblance of significant cognition. In fact, it is non complexness in theoretical account description that leads to prediction truth ; instead, it is the underlying scientific cognition and experimental grounds that provide the footing for accurate anticipation. Unfortunately, current pattern suggests that cognition and observation may back up accurate anticipation at merely a really gross degree of item. For illustration, the anticipation from a simple theoretical account for one-year mean entire N concentration in a H2O organic structure may hold less information but besides may hold less prognostic uncertainness than that for a big theoretical account of day-to-day concentrations of organic and inorganic signifiers of N. Simply stated, when less item is required in a prognostic theoretical account, the end point prognosis is likely to be less unsure.1.1 Significance of surveyThe result of this research would be that beginning allotment of river H2O quality by implementing integrating of APCS-ANN will be more effectu al instead than utilizing APCS and ANN individually.1.2 ObjectiveTo place the most important H2O quality parametric quantity that affects the surface H2O quality of Kedah River.To implement integrating of APCS-ANN in analysing secondary informations of Kedah River H2O quality.To place the most important activities that affects the H2O quality parametric quantities and apportions or classifies beginnings harmonizing to their part per centum.Chapter 2Literature ReviewIn an ideal universe, determination shapers would hold entree to hone anticipations of the impacts of their actions at any spacial or temporal graduated table and any degree of substantial item. In the existent universe, scientific anticipations are unsure, and resources are limited. In an ideal universe, determination shapers would hold clip and disposition to get perfect cognition of results. In the existent universe, determinations are made with limited clip for understanding. In H2O quality mold, one attack to the quandary of limited resources and limited cognition is to construct prognostic theoretical accounts that characterize as much of this cognition, or mechanism, as possible and so depend to a great extent on these theoretical accounts for determination. Unfortunately, experience indicates that this scheme consequences in theoretical accounts with forecast uncertainness. An alternate scheme is to construct simple theoretical accounts that do non revenue enhancement either resources or specific scientific apprehension. Unfortunately, these theoretical accounts may non straight address the job of concern. This quandary provides the principle for the principle for the survey presented in this survey, which is an scrutiny of the utility of APCS-ANN coaction for beginning allotment. An of import challenge for scientists is to develop analytical tools that could be used to understand the interaction and behaviour of factors involved in a multidimensional procedure such as primary production, and to supply the necessary tools for monitoring and direction of resources. Modeling is regarded as an of import analytical tool for biological and ecological surveies ( Cacho, 1997 ; Tufford and McKeller, 1999 ) . One of the attacks which receives turning involvement and is going popular in ecological and environmental mold is the constituent analysis, e.g. PCA ( Vink and Van Der Zee, 1997 ; Winkels et al. , 1998 ; Martinez et al. , 1998 ; Ferreira et al. , 1999 ; Barbieri et al. , 1999 ; Perkins and Underwood, 1999 ; Zimmerman and Canuel, 2001 ; Flink et al. , 2001 ; Chen and Mynett, 2003 ) . Harmonizing to Elliott et al. , ( 2000 ) , the demand for feasible theoretical accounts of lake and reservoirs ecosystems has grown systematically, chiefly due to economic involvement s of H2O industry in direction and limnologists scientific wonders. Models are considered to be indispensable tools in surveies of big reservoirs due to reservoir complexness in footings of morphometry, hydrology, ecology and internal and external forcing maps ( Tufford and McKeller, 1999 ) . One of the attacks which receives turning involvement and is going popular in ecological and environmental mold is the constituent analysis, e.g. ( PCA ) ( Vink and Van Der Zee, 1997 ; Winkels et al. , 1998 ; Martinez et al. , 1998 ; Ferreira et al. , 1999 ; Barbieri et al. , 1999 ; Perkins and Underwood, 1999 ; Zimmerman and Canuel, 2001 ; Flink et al. , 2001 ; Chen and Mynett, 2003 ) . Main concern of the constituent analysis is to understand manner of action or behaviour of constituents of a system and its subsystems ( Cacho, 1997 ; Martinez et al. , 1998 ; Winkels et al. , 1998 ; Barbieri et al. , 1999 ; Petersen et al. , 2001 ; Wannaz et al. , 2003 ) . Main concern of the constituent analysis is to understand manner of action or behaviour of constituents of a system and its subsystems ( Cacho, 1997 ; Martinez et al. , 1998 ; Winkels et al. , 1998 ; Barbieri et al. , 1999 ; Petersen et al. , 2001 ; Wannaz et al. , 2003 ) . PCA, which is widely used in aquatic environmental and ecological mold surveies, offers an nonsubjective method for managing big set of biotic and abiotic informations and an assistance in cut downing the complexness of multidimensional system by maximization of constituent lading discrepancy and riddance of invalid constituents ( Petersen et al. , 2001 ; Bengraine and Marhaba, 2003 ; Loska and Wiechula, 2003 ) . PCA farther enables one to pull out explainable information to explicate physicochemical parametric quantities of a system ( Barbieri et al. , 1999 ) by explicating the variance-covariance construction of the original variables. In recent old ages, PCA has been employed either entirely or in combination w ith other methods to pattern biological and ecological procedures ( Vink and Van Der Zee, 1997 ; Winkels et al. , 1998 ; Martinez et al. , 1998 ; Ferreira et al. , 1999 ; Barbieri et al. , 1999 ; Perkins and Underwood, 1999 ; Zimmerman and Canuel, 2001 ; Flink et al. , 2001 ; Ansari et al. , 2003 ; Chen and Mynett, 2003 ) . Multivariate analysis techniques & A ; mdash ; PCA, bunch analysis, multiple arrested development analysis & A ; mdash ; allow reading of big and complex informations matrices for better apprehension of H2O quality and ecological position of the environment. Several multivariate theoretical accounts are used for beginning allotment surveies, as they pinpoint the possible factors or beginnings that influence the H2O quality ( Morales et al. , 1999 ; Wunderlin et al. , 2001 ; Petersen et al. , 2001 ; Raghunath et al. , 2002 ) . Pollution governments use theoretical accounts to develop optimum control schemes for environmental pollutants ( Olmez et al. , 1994 ) . Receptor theoretical accounts infer parts from different beginning types utilizing multivariate measurings taken at one or more receptor locations ( Olmez et al. , 1994 ; Watson et al. , 2002 ) . PCA and absolute chief constituent tonss ( APCS ) are the parts of multivariate theoretical account ( Watson et al. , 2002 ) . The ai m of this probe was to quantify the parts of the beginnings impacting the H2O quality of Kedah River. Therefore, big informations collected over assorted seasons was subjected to multivariate analysis. Multivariate statistical theoretical accounts, as auxiliary methods to dearly-won field studies, have been successfully used to place anthropogenetic pollution and beginning profiles in surface H2O, dirts and deposits ( Shine et al. , 1995 ; Facchinelli et al. , 2001 ; Simeonov et al. , 2003 ; Astel et al. , 2006 ; Han et al. , 2006 ; Wang and Qin 2006 ; Zhou et al. , 2006 ) . For illustration, PCA allows the transmutation and visual image of complicated datasets into meaningful variables without losing utile informations ( Pere & A ; ague ; -Trepat et al. , 2006 ) . However, multivariate analyses are sensitive to outliers and the non-normal distributions of geochemical datasets ; therefore, it is indispensable to analyze the chance distributions of all variables and execute appropriate informations transmutations ( Johnson and Wichern 2002 ) . Yet few surveies have considered these of import factors ( Pere & A ; ague ; -Trepat et al. , 2006 ) . In add-on, receptor modeling of assort ed possible pollution beginnings has been widely used in legion beginning apportionment surveies of air pollutants ( Watson et al. , 2002 ; Hopke 2003 ; Song et al. , 2006 ) . As eigenvector theoretical account, multivariate additive arrested development of absolute chief constituent tonss ( MLR-APCS ) has been applied to the allotment of H2O pollution beginnings ( Simeonov et al. , 2003 ; Pekey et Al. 2004 ) , showing the dependability of using receptor theoretical accounts to the aquatic environment. The PCA theoretical account was expressed as follows ( Johnson and Wichern 2002 ) : Zji = & A ; sum ; wjk pki where I = 1, †¦ , n samples ; J = 1, †¦ , thousand elements ; k = 1, †¦ , thousand beginnings ; Zji is the standardised concentration ; and wjk and pki the factor burdens and factor tonss, severally. To better the reading of pollution forms, Kaiser ‘s VARIMAX extraneous rotary motion of PCs was performed to maximise the simpleness of the entire burdens ( Brumelis et al. , 2000 ; Pere & A ; ague ; -Trepat et al. , 2006 ) , and based on the revolved PCA, we identified the latent pollution beginnings and beginning profiles. The MLR-APCS assumed a additive relationship between the entire mass concentration and the parts of each component ( Thurston and Spengler 1985 ) . Beginning parts to the entire concentration were estimated with MLR utilizing the de-normalized ( APCS ) qi values as follows: Mi = & A ; delta ; 0 + & A ; amount ; & A ; zeta ; K ( APCS ) ki = & A ; delta ; 0 + & A ; amount ; & A ; zeta ; K ( pki + & A ; sum ; Bkj& A ; # 8121 ; j / & A ; delta ; J ) WhereXj and& A ; delta ; j are the average concentration and the standard divergence for element J, severally,Mi the ascertained mass concentration in sample I,& A ; zeta ; k the additive arrested development coefficients and& A ; delta ; 0 the part of unidentified beginnings. PCA ( Vandeginste et al. , 1998 ; Malinowski, 1991 ; Martens and Naes, 1989 ) is an of import tool used to analyze informations matrices, which extracts extra information that would otherwise be unaccessible. It seeks the similarities between the columns and rows of any informations matrix of dependent variables. PCA helps in finding: ( I ) how samples differ from one another, ( two ) which variables contribute most to this difference and ( three ) if those variables contribute in the same manner or are independent of each other. Harmonizing to Infometrix Inc. ( 1995 ) , chemometrics is a multivariate mathematical and statistical attack to the analysis and reading of analytical informations. Pattern acknowledgment methods have been used in chemometrics to uncover and measure complex relationships in a broad assortment of environmental applications. These methods have contributed to the systematic apprehension of sediment hint metal and organic concentrations originating from natural and anthropogenetic beginnings. Chemometrics is besides utile in measuring biological response to natural or toxic factors, and can place the beginning of the taint. Common utilizations of this technique are to: 1 ) identify factors that are combinations of mensurable variables ; 2 ) illustrate groups or cluster associations among samples ; 3 ) buttocks spacial distribution of environmental factors or disturbances ; and 4 ) predict a belongings of involvement ( such as biological response to chemical disturbance ) . The appraisal of environmental quality is frequently based on tremendous sums of physicochemical informations, which if processed utilizing descriptive, univariate methods is of small value to decision-makers ( Ignatides et al. , 1985 ) . Simple appraisals can be made utilizing descriptive statistics ( mean, standard divergence, etc. ) and some graphical AIDSs. However, the job of foretelling the position of unknown samples with these simple attacks becomes more and more complicated as the figure of parametric quantities is increased. Consequently, multivariate techniques ( Adams, 1998 ; Vandeginste, 1998 ) are needed to accomplish satisfactory consequences. Such techniques have been proven as suited for environmental quality appraisal ( Karydis, 1994 ; Moriki and Karydis, 1994 ; Wunderlin et al. , 2001 ) . They offer greater possibilities to directors in footings of helping the decision-making procedure ( Karydis, 1992 ; Ignatides et al. , 1992 ) . European, national and regional di sposals are demoing a turning involvement in the development of indices for measuring environmental quality. These indices must be based on multivariate processs that have a prognostic capableness ( Consejer & A ; iacute ; a de Medio Ambiente, 1995 ) . Chemometric methods ( besides known as multivariate statistical techniques ) are progressively in usage, which provide several avenues for explorative appraisal of H2O quality informations sets and categorization of H2O qualities. Chemometric methods identify the natural bunch form and group variables on the footing of similarities between the samples. The most common methods of chemometric methods for categorization are viz. , cluster analysis ( CA ) and chief constituent analysis ( PCA ) with factor analysis ( FA ) . The discriminant analysis ( DA ) is used to corroborate the groups found by agencies of the CA and PCA. These multidimensional informations analysis methods are progressively in usage for environmental surveies covering with measurings and monitoring ( Kannel et. Al, 2006 ) . In this paper, merely PCA will be performed, and farther integrated with ANN to maximise the effectivity of this prognostic theoretical account. Cluster analysis and PCA have been widely used as they are indifferent methods which can bespeak associations between samples and/or variables ( Wenning and Erickson, 1994 ) . These associations, based on similar magnitudes or fluctuations in chemical and physical components, may bespeak the presence of seasonal or semisynthetic influences. Hierarchical agglomerate bunch analysis indicates groupings of samples by associating inter-sample similarities and illustrates the overall similarity of variables in the information set ( Massart and Kaufman, 1983 ) . PCA is used to cut down the dimensionality of the informations set by explicating the correlativity among a big set of variables in footings of a little figure of implicit in factors or chief constituents without losing much information ( Jackson, 1991 ; Meglen, 1992 ) , and allows appraisal of associations between variables, since they indicate engagement of single chemicals in several influence factors. Exploratory information ana lysis has been used to measure the H2O quality of rivers, and seasonal, spacial and anthropogenetic influences have been evidenced ( Brown et al. , 1980 ; Bartels et al. , 1985 ; Grimalt et al. , 1990 ; Librando, 1991 ; Andrade et al. , 1992 ; Aruga et al. , 1993 ; Elosegui and Pozo, 1994 ; Pardo et al. , 1994 ; Battegazzore and Renoldi, 1995 ; Voutsa et al. , 1995 ) . In a relevant research, similar attack of statistical methods were being used in analysing a set of informations from Guadalquivir River quality parametric quantity and associated with anthropogenetic beginnings. In the present work, complete survey of the H2O quality of Guadalquivir River, from Seville to the oral cavity were completed. Besides, chemometrics analytical method was used to set up the effects caused by the different human activities performed in the borders of the river. A sum of 26 trying Stationss located along the river measured several physico-chemical variables in the country, and in three different runs from 2001 to 2002. With the consequences a informations matrix were informations matrix built, which was analysed by ( FA/PCA ) and cluster analysis ( CA ) . This analysis allowed the designation of four different zones in the river, with different H2O quality. The first zone ( zone 1A ) comprised from Alcal & A ; aacute ; del R & A ; ague ; & amp ; # 305 ; O to S eville. The 2nd zone ( zone 1B ) was the metropolis of Seville, and as a effect, presented higher concentrations of several variables such as nitrite, ammonium or Mn. The 3rd zone ( zone 2 ) included from Seville to the Guadiamar River. In this country, agribusiness is the chief activity, and so, higher concentrations of suspended solids and phosphate were measured. In footings of H2O quality, this zone was partly similar to district 1A, and partly similar to the 4th zone, get downing in the Guadiamar River and coating in the oral cavity of the Guadalquivir River. The H2O in this last zone ( zone 3 ) is chiefly estuarial H2O. Therefore, its quality is influenced by saltwater input, and besides by the inputs from the Guadiamar River ( coming from a excavation country ) , and presented higher Cu concentration. Three chief constituents ( Personal computers ) were extracted, explicating the 79.1 % of the informations discrepancy. PC1 ( 46.9 % discrepancy ) was chiefly associated with ni trite, ammonium and manganese. PC2 ( 22.5 % discrepancy ) was chiefly associated with suspended solids and phosphates. PC3 ( 9.7 % discrepancy ) was chiefly correlated to nitrate and copper concentration ( Mendiguchia et. Al ; 2004 ) . Similar attack of making a theoretical account based on prognostic methods for analysing informations collected from environmental surveies were conducted at Bagmati River Basin, Nepal. Harmonizing to Kannel et Al, ( 2006 ) , the survey presents the application of selected chemometric techniques: CA, PCA, FA and discriminant analysis, to sort a river H2O quality and rating of the pollution informations. Seventeen Stationss, monitored for 16 physical and chemical parametric quantities in 4 seasons during the period 1999-2003, located at the Bagmati river basin in Kathmandu Valley, Nepal were selected for the intent of this survey. The consequences allowed, finding natural bunchs of monitoring Stationss with similar pollution features and placing chief discriminant variables that are of import for regional H2O quality fluctuation and possible pollution beginnings impacting the river H2O quality. The analysis enabled to group 17 monitoring sites into 3 parts with 5 major know aparting v ariables: EC, DO, CL, NO2N and BOD. Results revealed that some locations were under the high influence of municipal taint and some others under the influence of minerals. This survey demonstrated that chemometric method is effectual for river H2O categorization, and for rapid appraisal of H2O qualities, utilizing the representative sites ; it could function to optimise cost and clip without losing any significance of the result. Another article entitled Apportionment of Sources Affecting Water Supply at Kandla Creek located at Gulf of Katchchh, India, experimented on use of PCA and successfully apportion five major beginnings of pollutant. As stated by Dalal et Al. ( 2009 ) , this survey examines a big dataset collected over assorted seasons of the twelvemonth in Kandla Creek, Gulf of Katchchh, India, to place and measure the parts of the beginnings impacting the H2O quality. Principal PCA was applied to simplify and understand the complex relationships among H2O quality parametric quantities. Five Personal computers were found responsible for the information construction and 76 % of the entire discrepancy of the information set. APCS receptor theoretical account provided allotment of assorted beginnings lending to the H2O quality. Our survey reveal that the port activities contributed 80 % of the ascertained turbidness, 70 % of suspended solids and 68 % of crude oil hydrocarbons ; agricultural overflow cont ributed about 69 % of the ascertained phosphate, 57 % of the nitrate, and 63 % of the nitrite ; and industrial discharges contributed about 92 % of the ascertained ammonium hydroxide. Harmonizing to Camdevyren et al. , 2004, Chlorophyll-a is a well-accepted index for phytoplankton copiousness and population of primary manufacturers in an aquatic environment. The relationships between Chlorophyll-a and 16 chemical, physical and biological H2O quality variables in C & A ; cedil ; aml & amp ; # 305 ; dere reservoir ( Ankara, Turkey ) were studied by utilizing chief constituent tonss ( PCS ) in multiple additive arrested development analysis ( MLR ) to foretell Chlorophyll-a degrees. Principal component analysis was used to simplify the complexness of dealingss between H2O quality variables. Mark values obtained by Personal computer tonss were used as independent variables in the multiple additive arrested development theoretical accounts. Two attacks were used in the present statistical analysis. In the first attack, merely five selected mark values obtained by Personal computer analysis were used for the anticipation of Chlorophyll-a degrees and prognostic success ( R2 ) of the theoretical account found as 56.3 % . In the 2nd attack, where all mark values obtained from the Personal computer analysis were used as independent variables, prognostic power was turned out to be 90.8 % . Both attacks could be used to foretell Chlorophyll-a degrees in reservoirs successfully. Recently, applications of ANNs in the countries of H2O technology, ecological scientific disciplines, and environmental scientific disciplines have been reported since the beginning of the 1990s. In recent old ages, ANNs have been used intensively for anticipation and prediction in a figure of water-related countries, including H2O resource survey ( Liong et al. , 1999 ; 2001 ; Muttil and Chau, 2006 ; El-Shafie et al. , 2008 ) , oceanology ( Makarynskyy, 2004 ) , and environmental scientific discipline ( Grubert, 2003 ) . The ANN, as the name implies, employs the theoretical account construction of a nervous web which is really powerful computational technique for patterning complex non-linear relationships peculiarly in state of affairss where the expressed signifier of the relation between the variables involved is unknown ( Gallant, 1993 ; Smith, 1994 ) . The basic construction of an ANN theoretical account is normally comprised of three typical beds, the input bed, where the info rmations are introduced to the theoretical account and calculation of the leaden amount of the input is performed, the concealed bed or beds, where informations are processed, and the end product bed, where the consequences of ANN are produced. Each bed consists of one or more basic component ( s ) called a nerve cell or a node. A nerve cell is a non-linear algebraic map, parameterized with boundary values ( Dreyfus et al. , 2002 ) . The signal passing through the nerve cell is modified by weights and transportation maps. This procedure is repeated until the end product bed is reached ( Govindaraju, 2000 ) . The figure of nerve cells in the input, hidden and end product beds depends on the job. If the figure of concealed nerve cells is little, the web may non hold sufficient grades of freedom to larn the procedure right. On the other manus, if the figure is excessively high, the preparation will take a longer clip and the web may over-fit the information ( Karunanithi et al. , 1994 ) . The usage of data-driven techniques for patterning the quality of both fresh water ( Chen and Mynett, 2003 ) and saltwater ( Lee et al. , 2000, 2003 ) has met with success in the past decennary. Reckhow ( 1999 ) studied Bayesian chance web theoretical accounts for steering determination doing sing H2O quality in the Neuse River in North Carolina. Chau ( 2006 ) has reviewed the development and current advancement of the integrating of unreal intelligence ( AI ) into H2O quality mold. Arbors ( 2000 ) developed theoretical account to foretell suspended solids conceder local precipitation, watercourse flow rates and turbidness as input. Hatim ( 2007 ) employed an ANN attack utilizing six variables for the initial anticipation of suspended solids in the watercourse at Mamasin dike. Most of them employed about all possible environmental parametric quantities as input variables without sing the optimum pick amongst them. The present survey attempted to pattern Kedah River Basin H2O quality parametric quantities utilizing APCS-ANN mold for the first clip. Limited H2O quality informations and the high cost of H2O quality monitoring frequently pose serious jobs for process-based mold attacks. ANNs provide a peculiarly good option, because they are computationally really fast and necessitate many fewer input parametric quantities and input conditions than deterministic theoretical accounts. ANNs do, nevertheless, require a big pool of representative informations for preparation. Prediction of fresh water beings based on machine larning techniques is going more and more dependable due to the handiness of appropriate datasets and patterning techniques. Artificial nervous webs ( Lek and Guegan, 1999 ) , fuzzed logic ( Barros et al. , 2000 ) , evolutionary algorithms ( Caldarelli et al. , 1998 ) , cellular zombi ( Gronewold and Sonnenschein 1998 ) , etc. proved to be powerful tools to execute ecological modeling, particularly when big datasets are involved. Models have several interesting applications in river direction. They allow for a bet ter reading of the consequences, easing the cause-allocation of the existent river position and increasing the penetration needed to better appraisal systems. Models besides allow for imitating the consequence of possible direction options and therefore back uping decision-making. The development of effectual and efficient monitoring webs based on theoretical accounts is likely another of import advantage. The & A ; lsquo ; River Invertebrate Prediction and Classification System ‘ ( RIVPACS ) attack, based on statistical modeling, is presently one of the best available techniques for measuring the biological quality of running Waterss because it offers the ability to utilize environmental variables to foretell species that are expected to happen at a site if it is unstressed. The expected zoology is so compared with the ascertained community of macroinvertebrates in order to measure the river quality ( Wright et al. 2000 ) . However, biological communities are dynamic and the nature of RIVPACS would necessitate to be altered in order to foretell a alteration in faunal composing in response to new environmental conditions at a given site ( De Pauw 2000 ) . ANNs are, nevertheless, still non widely used tools in the Fieldss of H2O quality anticipation and prediction. ANNs are able to come close accurately complicated non-linear input- end product relationships. Like their physics-based numerical theoretical account opposite numbers, ANNs require preparation or standardization. After preparation, each application of the trained ANN is an appraisal of a simple algebraic look with known coefficients and is executed practically outright. The ANN technique is flexible plenty to suit extra restraints that may originate in the application. Furthermore, the ANN theoretical account can uncover concealed relationships in the historical informations, therefore easing the anticipation and prediction of H2O quality. By and large, calculating theoretical accounts can be divided into statistical and physically based attacks. Statistical attacks determine relationships between historical informations sets, whereas physically based attacks model the implicit in procedures straight. Multilayer Perceptron ( MLP ) web ( Rumelhart et al. , 1986 ) are closely related to statistical theoretical accounts and are the type of ANN most suited to calculating applications.When utilizing ANNs for prediction, the mold doctrine employed is similar to the used in traditional statistical attacks. In both instances the unknown theoretical account parametric quantities ( i.e. , the connexion weights in the instance of ANNs ) are adjusted in order to obtain the best lucifer between a historical set of theoretical account inputs and the corresponding end products. These nervous webs are normally used in ecological surveies because they are suggested to be cosmopolitan approximators of any uninterrupted map ( Hornik and White, 1989 ) . It consists of at least three or more beds, which comprise an input bed, an end product bed and a figure of concealed beds. Each nerve cell in one bed is connected to the nerve cells in the following bed, whereas there are no connexions between the units of the same bed ( Kasabov, 1996 ) . Najah et. Al, ( 2009 ) , in an article entitled Prediction of Johor River Water Quality Parameters Using Artificial Neural Networks verified that H2O is a critical for all facets of human and ecosystem endurance and wellness. Therefore, its quality is besides of import. Water quality refers to the composing of a H2O sample. The reading of informations may be hard and drawn-out. Evaluations of H2O quality parametric quantities are necessary to heighten the public presentation of an assessment operation and develop better H2O resources direction and program. Water quality patterning involves the anticipation of H2O pollution utilizing mathematical simulation techniques. In fact, classical process-based mold attack could supply comparatively good anticipation for H2O quality parametric quantities ; nevertheless, those theoretical accounts rely on big sum of informations and needed batch of input informations that frequently unknown. New attack such as Artificial Intelligence techniques has proven their ability and pertinence for imitating and patterning assorted physical phenomena in the H2O technology field. In extra, ANN captures the embedded spatial and unsteady behaviour in the investigated job utilizing its architecture and nonlinearity nature compared with the other classical mold techniques. Johor River Basin located in Johor province, Malaysia which is significantly degrading due to human activities every bit good as urbanisation in and within the country. The survey attempted to foretell H2O quality parametric quantities at Johor River Basin using ANN mold. This survey proposed a anticipation theoretical account for entire dissolved solids, electrical conduction, and turbidness. The consequences show that the proposed ANN anticipation theoretical account has a great potency to imitate and foretell the sum dissolved solids, electrical conduction, and turbidness with absolute average mistake 10 % for different H2O organic structures. ANNs are being used widely to foretell and calculate H2O resources parametric quantities harmonizing to the specified end product mark. There are a few stairss that should be followed in the designing of such theoretical accounts and these include the pick of public presentation standards, the separation and pre-treatment of the available informations set, the finding of suited inputs and web construction, optimisation of the connexion weights ( developing ) and proof of the theoretical account. Guidance for each option of the stairss available for theoretical account interior decorators are discussed and issues with high item of concern are highlighted. A reappraisal covering with the usage of nervous web theoretical accounts for the anticipation and prediction of H2O resources variables is undertaken in footings of the modeling procedure adopted. The huge bulk of these webs are trained utilizing the backpropagation algorithm. Issues in relation to the optimum division of the availa ble informations, informations pre-processing and the pick of appropriate theoretical account inputs are rarely considered. In add-on, the procedure of taking appropriate fillet standards and optimising web geometry and internal web parametric quantities is by and large described ill or carried out inadequately. All of the above factors can ensue in non-optimal theoretical account public presentation and an inability to pull meaningful comparings between different theoretical accounts. Future research attempts should be directed towards the development of guidelines which assist with the development of ANN theoretical accounts and the pick of when ANNs should be used in penchant to alternate attacks, the appraisal of methods for pull outing the cognition that is contained in the connexion weights of trained ANNs and the incorporation of uncertainness into ANN theoretical accounts ( Maier and Dandy, 1999 ) . Harmonizing to Imrie et al. , ( 2000 ) , ANNs provide a quick and flexible agencies of making theoretical accounts for river flow anticipation, and have been shown to execute good in comparing with conventional methods. However, if the theoretical accounts are trained utilizing a dataset that contains a limited scope of values, they may execute ill when meeting events incorporating antecedently unobserved values. This failure to generalize bounds their usage as a tool in applications where the information available for standardization is improbable to cover all possible scenarios. The paper presents a method for improved generalization during preparation by adding a counsel system to the cascade correlativity larning architecture. Two instance surveies from catchments in the UK are prepared so that the proof informations contains values that are greater or less than any included in the standardization informations. The ability of the developed algorithm to generalize on new informati ons is compared with that of the standard mistake backpropagation algorithm. The ability of ANNs trained with different end product activation maps to generalize beyond the standardization informations is assessed. ANN had been widely used as prediction and predicting theoretical accounts throughout the universe. In conformity with Zhang and Stanley ( 1997 ) , in H2O intervention processes, raw-water coloring material is a cardinal parametric quantity for procedure control and monitoring. Therefore, the ability to foretell the raw-water coloring material is desired to help in the optimisation of the intervention procedure. However, due to the high discrepancy and the built-in non-linear relationship of the raw-water coloring material clip series, it is hard to bring forth a dependable theoretical account with conventional mold attacks. In this paper, the ANN mold technique is used to set up a theoretical account for calculating the raw-water coloring in a big river. A general ANN mold strategy is besides recommended for the remainder of the raw-water parametric quantities. The mold procedure typically includes four phases: beginning informations analysis, system priming, and system fine-tuning and exemplary rating. Some optimisation issues involved in the mold stages and the possible applications of ANN in the H2O intervention industry are besides discussed. Result indicate that the ANN mold strategy shows much promise for H2O quality mold and procedure control in H2O intervention. In a similar scientific research, same attack has been performed to construct a theoretical account of river H2O quality. Karoon River in Iran is selected to measure the capableness of ANNs for H2O quality simulation. This river is the longest river in Iran. It is located in Khuzestan state, South West of the state. Several H2O quality variables including CO3, HCO3, SO4, Cl, Na, Ca, Mg, K, EC, TDS and SAR have been simulated. Datas from 1985 to 2006 at supervising Stationss including ; Arabhasan, Valiabad, Molasani, Ahwaz, Farsiat and Darkhoyen have been used for preparation of the selected ANN. Qnet 2000 ANN is selected for patterning intents in the present research. Results show that Qnet 2000 is able to foretell H2O quality variables of the Karoon River really successfully with more than 90 % truth. Research and prognostic webs on imbibing H2O quality and intervention has besides been established. Baxter et. Al, 2001, stated that in the article ; to better imbibing H2O quality whi le cut downing operating costs, many imbibing H2O public-service corporations are puting in advanced procedure control and mechanization engineerings. The usage of AI engineerings, specifically ANNs, is increasing in the imbibing H2O intervention industry as they allow for the development of robust nonlinear theoretical accounts of complex unit processes. This paper highlights the public-service corporation of ANNs in H2O quality modeling every bit good as imbibing H2O intervention procedure modeling and control through the presentation of several instance surveies at two large-scale H2O intervention workss in Edmonton, Alberta as stated by Musavi-Johrami and Golabi ( 2008 ) . In a closely related article, Juahir et Al. ( 2004, 2009 ) , same method that implemented ANN to construct a theoretical account of prognostic web of H2O quality parametric quantity for Langat River Basin. This survey discusses the development and proof of an Artificial Neural Network ( ANN ) theoretical account in gauging H2O quality index ( WQI ) in the Langat River Basin, Malaysia. The ANN theoretical account has been developed and tested utilizing informations from 30 monitoring Stationss. The mold information was divided into two sets. For the first set, ANNs were trained, tested and validated utilizing six independent H2O quality variables as input parametric quantities. Consequently, MLR was applied to extinguish independent variables that exhibit the lowest part in discrepancy. Independent variables that accounted for about 71 % of the discrepancy in WQI are Dissolved Oxygen ( DO ) , Biochemical Oxygen Demand ( BOD ) , Suspended Solids ( SS ) and Ammoniacal-Nitrate ( AN ) . T he Chemical Oxygen Demand ( COD ) and pH contributed merely 8 % and 2 % to the discrepancy, severally. Therefore, in the 2nd information set, merely four independent variables were used to develop, trial and formalize the ANNs. We found that the correlativity coefficient given by six independent variables ( 0.92 ) is merely somewhat better in gauging WQI compared to four independent variables ( 0.91 ) which demonstrates that ANN is capable of gauging WQI with acceptable truth when it is trained by extinguishing COD and pH as independent variables ( Juahir et al. , 2004 ) . Application of ANN has been extended to wastewater quality monitoring intents. Harmonizing to Hore et Al. ( 2008 ) , H2O organic structures have become more and more contaminated owing to dispatch of industrial waste. Therefore, it has been the main concern of scientists, applied scientists and ecologists to diminish the H2O pollution degree around the Earth to keep living viability and ecological balance. In this paper, the seasonal and positional fluctuation of effluent parametric quantities in a natural flowing watercourse has been observed and an ANN theoretical account is proposed to foretell the H2O quality. Tolly ‘s Canal was chosen as the horizon of this instance survey. Wastewater and sediment samples were collected from Tolly ‘s Canal and the River Ganges at different points and different seasons both at high and low tide conditions on a peculiar twenty-four hours. All the of import H2O quality parametric quantities were evaluated. To summarize and describe rive r-water quality, a new term, WQI, has been introduced. The WQI value is a dimensionless figure runing from 0 to 100 ( best quality ) . In this survey, the WQI is predicted by a simulative theoretical account utilizing an ANN. This theoretical account has been developed for the appraisal of the WQI and compared with the conventionally determined values of WQI. An MLP web with a individual hidden bed was used along with back-propagation algorithm. The consequences were found to be rather impressive. Therefore, the ANN proved to be an efficient tool to measure the WQI of any sample. ANN has been established in other types of field, such as chemical science where a group of research worker attempted to foretell peptide liquid chromatography elution times in proteome analyses. Harmonizing to Petritis et al. , ( 2003 ) , the usage of unreal nervous webs ( ANNs ) is described for foretelling the reversed-phase liquid chromatography keeping times of peptides enzymatically digested from proteome-wide proteins. To enable the accurate comparing of the legion liquid chromatography/mass spectometry informations sets, a familial algorithm was developed to normalise the peptide keeping informations into a scope ( from 0 to 1 ) , bettering the peptide elution clip duplicability to 1 % . The web developed in this survey was based on amino acid residue composing and consists of 20 input nodes, 2 hidden nodes, and 1 end product node. A information set of more than 7000 confidently identified peptides from the micro-organism Deinococcus radiodurans was used for the preparation o f the ANN. The ANN was so used to foretell the elution times for another set of 5200 peptides tentatively identified by mass spectra/mass spectometry from a different micro-organism ( Shewanella oneidensis ) . The theoretical account was found to foretell the elution times of peptides with up to 54 amino acid residues ( the longest peptide identified after tryptic digestion of S. oneidensis ) with an mean truth of 3 % . This prognostic capableness was so used to separate with high assurance isobar peptides otherwise identical by accurate mass measurings every bit good as to bring out peptide misidentifications. Therefore, integrating of ANN peptide elution clip anticipation in the proteomic research will increase both the figure of protein designations and their assurance. Integration of two statistical analysis were implented in a relevant survey of Quantitative designation and beginning allotment of anthropogenetic heavy metals in marine deposit of Hong Kong. Based on 10s heavy metals collected twice yearly at 59 sites from 1998 to 2004, enrichment factors ( EFs ) , PCA and APCS-MLR were used in designation and beginning allotment of the anthropogenetic heavy metals in marine deposit. EFs with Fe as a normaliser and local background as mention values was decently tested and suited in Hong Kong, and Zn, Ni, Pb, Cu, Cd, Hg and Cr chiefly originated from anthropogenetic beginnings, while Al, Mn and Fe were derived from stones enduring. Rotated PCA and GIS mapping farther identified two types of anthropogenetic beginnings and their wedged parts: ( 1 ) electronic industrial pollution, riparian overflow and vehicle exhaust impacted the full Victoria Harbour, interior Tolo Harbour, Eastern Buffer, interior Deep Bay and Cheung Chau ; and ( 2 ) discharges fro m fabric mills and pigment, influenced Tsuen Wan Bay and Kwun Tong typhoon shelter and Rambler Channel. In add-on, APCS-MLR was successfully introduced to quantitatively find the beginning parts with uncertainnesss about less than 8 % : the first anthropogenetic beginnings were responsible for 50.0, 45.1, 86.6, 78.9 and 87.5 % of the Zn, Pb, Cu, Cd and Hg, severally, whereas 49.9 % of the Ni and 58.4 % of the Cr came from the 2nd anthropogenetic beginnings ( Zhou et al. , 2007 ) . The APCS-MLR assumed a additive relationship between the entire mass concentration and the parts of each component. The APCS-MLR assumed a additive relationship between the entire mass concentration and the parts of each component ( Thurston and Spengler, 1985 ) . Ln- and Box-Cox transmutations of these variables improved normalcy except for Fe and Al, and Fe, severally. Compared with the ln transmutation, the Box-Cox transmutation significantly reduced the lopsidedness of the informations, which was good to the multivariate analysis. Meanwhile, the negative effects of outliers in the to a great extent skewed natural informations were reduced by the Box-Cox transmutation ( Zhang, 2006 ) . Finally ( 4 ) the Box-Cox transformed datasets were standardized for PCA to minimise the effects of differences in measurement units and discrepancy and to render the information dimensionless ( Johnson and Wichern, 2002 ) . The chief intent of present survey was to utilize a multivariate statistical attack to sort lending beginning harmonizing to their interrelatedness and to foretell H2O quality of Kedah River. For this intent, principle constituent tonss of 30 physical, chemical, and biological H2O quality parametric quantities from this river were used as independent variables in PCA and ANN. It is proved that uniting two statistical methods provide a better reading of consequences and a much accurate prognostic theoretical account.Chapter 3Materials and Methods3.1. Study AreaSungai Kedah is more than 100 kilometers long, arising from the cragged countries surrounding Perlis and Thailand in the North and nor'-east. From here the river flows through hilly terrain and eventually through a broad coastal field. As a major river system in the province, Sungai Kedah flows through the territories of Kubang Pasu, Kota Setar, Padang Terap and Pendang. At present there are 54 H2O quality Stationss, 26 H2O discharge ( flow ) Stationss and one groundwater Stationss in the river basin. The bureau with the most extended H2O monitoring in this basin is MADA which operates more than 50 % of the entire Stationss. In this survey, I focused on Sungai Kedah, fluxing from the very bosom of the capital metropolis of Kedah. Sungai Kedah is more than 100 kilometers long, arising from the cragged countries surrounding Perlis and Thailand in the North and nor'-east. From here the river flows through hilly terrain and eventually through a broad coastal field. As a major river system in the province, Sungai Kedah flows through the territories of Kubang Pasu, Kota Setar, Padang Terap and Pendang. The natural basin is about 60 kilometers broad and 80 kilometers long and covers an country of 2,920 km2. The basin ranges from 400 metres high to the coastal fields. The coastal field is the Centre of rice cultivation. The province capital was founded over 250 old ages ago at the meeting of Sungai Anak Bukit and Sungai Kedah, which was the Centre for the rice trade. The coastal field is dominated by the Muda Irrigation Scheme covering an country of 966 km2. Runing across four territories and run outing a 3rd of the State of Kedah, Sungai Kedah plays a important function in the lives of the people. The dominant signifier of land usage in the basin is agribusiness ( 62 % ) . This is followed by woods cover ( 28 % ) , urban countries ( 6.6 % ) and H2O organic structures ( 3 % ) . Muda Irrigation Scheme, besides known as the Rice Bowl of Malaysia, is managed by MADA. 30 % of it lies within the Sungai Kedah Basin. Within Sungai Kedah Basin, there are besides irrigation strategies outside of the MADA country managed by DID. A entire figure of 17 such strategies are found in the 4 territories within the basin. These countries added up to about 3,500 strategies come from assorted beginnings, including Sungai Kedah feeders and MADA canals ( DID, 2007 ) . The Pedu, Ahning and Muda dikes in the upper catchment of Sungai Padang Terap Basin supply the State of Kedah and some parts of the State of Perlis with H2O for irrigation, every bit good as domestic and industrial utilizations throughout the twelvemonth. 26 % of Sungai Kedah Basin ( about 62,000 hectares ) comprises of lasting forest modesty in Bukit Perangin, Chebor Besar, Koh Moi, Padang Terap, Pedu and Sungai Badak. These lasting wood militias function as H2O catchment countries. During the rainy season, the catchment countries replenish the rivers and absorb big sum of rain H2O, thereby minimising hazard of deluging. During the dry season, the catchment countries replenish the rivers and provide uninterrupted supply of H2O. These woods are home ground of a diversified aggregation of works and carnal species. This includes the river terrapins which are threatened due to habitat devastation and inordinate egg poaching. The river terrapins are protected under the Kedah Terrapin Enactment 1972. The river is besides the home ground for fish species such as toman, rohu, belida, jelawat, patin and lampam.3.2 DatasDesignations of beginning allotment in river H2O quality utilizing both APCS and ANN in this survey should lend a better consequences and accounts to which parametric quantities takes the most important impairment. These H2O quality parametric quantities were measured within continuance of 1997-2006 at 6 Stationss. 3 other Stationss, viz. 2KD07, 2KD08 and 2KD09 were built and became operational beginning in twelvemonth 2005, which explains a deficiency of informations compared to other Stationss along Kedah River. The parametric quantities measured in all the 9 Stationss are Dissolved Oxygen ( DO ) , Biological Oxygen Demand ( BOD ) , Chemical Oxygen Demand ( COD ) , pH, Ammoniacal Nitrogen ( NH3-NL ) , temperature, conduction, salt, turbidness, SS, DS, TS, nitrate, Cl, PO4, As, Hg, Cd, Cr, Pb, Zn, Ca, Fe, Na, Mg, , OG, MBAS, E. coli and Coliform. These informations were non absolutely complete, with a figure of losing informations in each parametric quantity. To get the better of this state of affairs, estimate utilizing norm of close neighbouring informations were performed in order for the analysing procedure to be smoother, particularly when utilizing XLSTAT to execute PCA. Another defect that can be found in the whole information set is some are shuting or under the restriction of measuring. This sort of defect can be identified with mathematical figure ( & A ; lt ; ) in forepart of the parametric quantities value. What can be done here is to merely added in by two to do it legalize for X LSTAT analysing procedure. In order to better the information I have obtained and guarantee the effectivity of multivariate analysis, the following were performed to my informations: ( 1 ) losing informations were estimated utilizing mean values and ( 2 ) values below the bound were replaced by bounds of sensing.3.2.1 Data PartitionThe information in nervous webs are categorized into two sets: preparation or larning sets. The acquisition set is used to find the adjusted weights and prejudices of a web. The trial set is used for standardization, which prevents overtraining webs. The general attack for choosing a good preparation set from available informations series involves including all of the utmost events ( i.e. all possible minimal and maximal values in the preparation set ) . a manner that both preparation and trial informations sets are statistically comparable. The trial set should be about 10-40 % of the size of the preparation set of informations. The H2O quality informations were divided into two se ts. The first set contained 70 % of the records and was used as a preparation set ; the 2nd trial contained 30 % of the records and was used as trial set.3.3 Statistical methodsPrinciple constituent analysis and unreal nervous web were performed on these 30 parametric quantities to rank their comparative significance and to depict their interrelatedness forms every bit good as to make a theoretical account base on existent river category and predicted river category. XLSTAT package is used to analyse the information with Principal Component Analysis and the Artificial Neural Networks were constructed utilizing Forecaster XL. The first measure taken is to execute PCA on all 30 H2O quality parametric quantities in order to rexclude undistinguished informations. After that, eigenanalysis were performed to pull out informations with characteristic root of a square matrix higher than 1 and a new group of variables was created as a resemblance of the whole information set. Varimax rotary motion was besides performed to obtain varimax factors of the rule constituents. In this sudy, merely varimax factors with values more than 0.70 ( ( positive or negative ) will be discussed. Based on the tonss from PCA consequences, a web of prognostic theoretical account was established. The chief ground of these method was to diagrammatically show the per centum of each rule constituents or variables part and/or importance towards the overall quality of the river. Mark value ( skj ) for jth observation in kth Personal computer was obtained from the weight of variables in Personal computers and standardized variables by utilizing the undermentioned equation ; Skj = t1k z1j + t2k z2j + †¦ + tpk zpj Where J = 1, 2, . . . , n is the figure of observation ; k = 1, 2, . . . , Q, the figure of selected Personal computer figure ; p the figure of independent variables ; Skj the standardized mark value of jth observation in kth Personal computers ; zpj the standardised value of pth variable of jth observation, calculated from omega = yp – & amp ; # 1263 ; /sx, where yp is the original value of pth variable ; and tpk the standardised weight of the pth variable in kth Personal computers. One attack was employed in utilizing Personal computer tonss that is, utilizes merely 9 Personal computers with Eigen values greater 1 out of 29 rules constituents. Eigenvalues can be thought of as quantitative appraisal of how much a constituent represents the information. The higher the characteristic root of a square matrixs of a constituent, the more representative it is of the informations. To find the public presentation of each of the selected web theoretical account, three different standards were used: the root mean square mistake ( RMSE ) , the prejudice, and the coefficient of finding or symbolized by R & A ; sup2 ; ( Chenard and Caissie, 2008 ) . The RMSE represents the mistake associated with the theoretical account and can be computed as: RMSE = ( & A ; amount ; ( ypi – oi ) & A ; sup2 ; / N ) ^ & A ; frac12 ; where ypi and oi represent the theoretical account computed and measured values of the variable, and N represents the figure of observations. The RMSE, a step of the goodness-of-fit, best describes an mean step of the mistake in foretelling the dependant variable. However, it does non supply any information on stage differences. The prejudice represents the mean of all the single mistakes and indicates whether the theoretical account overestimates or underestimates the dependant variable. It is calculated as: Bias = 1/N & A ; amount ; ( ypi – oi ) The coefficient of finding ( R2 ) represents the per centum of variableness that can be explained by the theoretical account and is calculated as: R & A ; sup2 ; = ( ( N & A ; sum ; oi ypi – ( & A ; sum ; oi ) ( & A ; sum ; ypi ) ) / [ N & A ; sum ; o & A ; sup2 ; one – ( & A ; sum ; oi ) & A ; sup2 ; ] & A ; times ; [ N & A ; sum ; y & A ; sup2 ; pi- ( & A ; sum ; ypi ) & A ; sup2 ; ] ) & A ; sup2 ; Adequacy of the created modelswas evaluated through reciting the comparative extent of engagement of assorted input variables in the theoretical account public presentation. Fitness of the created ANN theoretical accounts was checked through analysis of the remainders. In a dependent-independent variable mold attack, it is desirable to measure the comparative importance and part of each of the independent variables in a theoretical account and in subsequent calculation anticipation of the dependant variable. Here, we used partitioning attack to show the importance of independent variables for the end product bed instead than a individual end product node, working as to partition thesumof effects onthe end product bed ( Garson, 1998 ) . Here, the general web consists of 11 environmental variables. The importance of each variable can be expressed as ( Lee et al. , 2003 ) : I = & amp ; amount ; ( New Hampshire ) ( j=1 ) ABS ( wji ) / & A ; amount ; ( Nevada ) ( k=1 ) [ & A ; amount ; ( New Hampshire ) ( j=1 ) ABS ( wji ) ] K where New Hampshire is the figure of concealed nodes, Nevada is the figure of input variables, wji is the connectionweight from the ith input node to jth concealed node, and ABS demotes the absolute value of the map.Chapter 4Consequences and Discussion4.1 Chief Component TonssIn this survey, a set of 410 samples reasoning 30 H2O quality parametric quantities runing from the twelvemonth 1997 until 2006 was obtained. The ground to cover such big figure of informations is to cover all possible conditions and to perfectize any defect that may happen during the building of this theoretical account. The parametric quantities involved and examined in chemometrics analysis, or Personal computers are ; DO, BOD, COD, SS, pH, NH3-NL, temperature, conduction, turbidness, salt, dissolved solids, entire solids, NO3, Cl, Ca, PO4, As, Hg, Cd, Cr, Pb, Zn, Ca, Fe, K, Mg, Na, Oil and Grease, MBAS, E-Coli and Coliform. The first measure in measuring this confounding information set i

Darlings Chocolate

Why do you think colonel Darling chose sole trader as a form of business organization and when and why might his company have become a partnership. Joshua Darling was a retired army colonel, who returned after the army to Liverpool, where he was born, opened a chocolate factory and set up his own business as a sole trader in July 1933. Why colonel Darling chose a sole proprietorship as a form of business organization? First of all, a sole proprietorship was suitable for his nature as he could be his own boss, lead and motivate people, make independent decisions and be entirely responsible for all aspects of the management of his business.Secondly, after returning from the army to Liverpool, he didn’t have any person to trust in and to help. Thirdly, a sole proprietorship can be set up with little or no money in the business and there are no legal formalities to establish the company. Besides, sole proprietor is not subject to public report and the books reflecting the results of his business were private and competitors wouldn’t use it to their advantages. The colonel’s decision to open the factory came at a time of high unemployment and economic slowdown in Liverpool.Darling used it to his advantages. There was no difficulty in hiring suitable workers, so he could economize paying low wages. Also there was no difficulty for Darling to entry the market. Sales figure showed that his chocolate was the country’s number one choice and almost half the company’s production of the brand was exported. Why was Darling so successful with his chocolate business? The chocolates were of the highest quality and contained only the finest ingredients.And the reason why Darling decided to start a chocolate factory is that he was unsatisfied with the quality of it. That is why, when his wife came out with the idea to establish a chocolate factory he took this opportunity. In 1940 Darling changed the form of his business and entered partnership with his son-in-law who had been in the family for 6 years by that moment and was a person to trust in. Besides, he could invest money into the company and contribute new skills and add a new dimension to the business.Besides, a partnership has many advantages. Firstly, it is easier to multiply sources of capital. Also partnerships often receive favored treatment by the government as well as tax benefits. Secondly, each partner can specialize in each aspect of the business or share the work. To sum up, I can say that in the time of Britain’s largest economic stagnation, colonel Darling managed to set up his own, a profit making business and become successful. When and why might Darlings’ have become LTD, when did it go public, what were the reasons for it?By the time of middle 50-s Darlings’ had become a highly profitable company. Everyone in Britain knew the smiling face of Colonel Darling which was on every box. Sales figures showed that they were the countryà ¢â‚¬â„¢s number one choice. Darlings’ chocolates were more popular than those of other manufacturer because of their quality and prices. That is why almost half â€Å"The Colonel’s Choice† was exported. The company managed to entry international markets, selling products to customers oversees as far as Australia and South America.As the market was becoming more competitive, Darling started to seek ways to expand and increase the company’s profitability and in 1956 decided to become the private limited company. It was suitable for Darling as it is usually family business owned by members of the family or close friends. Other advantages were that, first of all, there are no continuity problems. Darling was becoming older and he wanted to be sure that after his death business would be continued by members of his family.Secondly, it was beneficial for Darling to raise extra capital as there is no limit on the number of shareholders. Thirdly, the shareholdersà ¢â‚¬â„¢ liability is limited to the nominal value of the shares held. In this way, by buying shares, a large number of people could contribute funds to the company without risking all their personal possession. Besides, control of the business cannot be lost to outsiders and shares can be transferred only with the consent of other members of the company.In 1963 Colonel Joshua Darling died and his daughter inherited the Colonel’s majority shareholding and controlling interest. That time the cost of sugar and cocoa rose significantly, the company’s sales started to drop. That is why in 1963 Mrs Windbourne decided to go public. First of all, it is easier to raise capital. Secondly, production costs may be lower as firms may gain economies scale. Thirdly, in case of liquidation of a company, each shareholder only losses the nominal value of his shares, so the property of the owners is immune. Besides, financial institutions are more willing to lend to plcs.

Analyze (in the land of the free) Essay Example | Topics and Well Written Essays - 1000 words

Analyze (in the land of the free) - Essay Example Customs officers tell them that their son cannot be allowed to go ashore. Due to the bureaucratic reason, Lae Choo and Hom Hing leave their sons with immigration authorities expecting to return the next day to pick him up. They are confident that the immigration authorities will give them back their child. However, after five months, their child has not been given back to them. Instead, the immigration authorities left the young boy at the hands of missionaries. Hom Hing hires a lawyer, James Clancy to appeal to the immigration authorities to release the boy. When he failed, the lawyer asks Hom Hing for five hundred U.S dollars to appeal to the government directly in Washington D.C. Lae Choo proffers her jewelry, as Hom Hing does not have enough money. She gives the lawyer, her hairpins, gold buttons, rings, and comp of pearl with the expectation that they were enough for acquisition of papers for her son’s release. Five more months passed before Clancy succeeds. When she regains her son, Lae Choo goes directly to the missionaries to bring him home. However, due to long time between them, a small boy runs back to the missionaries and tells her mother to go away (Sui, Ling & White, 1995). Lae Choo is one of the main characters. She is the wife of Hom Hing. The immigration authorities take away her two years old son and place him under the care of missionaries. Lae Choo is a good wife. While in China, where she went to give birth to her son, she takes care of her husband’s sick parents for two years even though she had gone there to give birth. In addition, Lae Choo is a loving and a caring mother. When the immigration authorities took her baby, she could not sleep that night. When asked to sleep by her husband, she responded, â€Å"Ah, how could I sleep with my hands empty of the young boy?† (p. 53). She also shows her loving and caring nature when she decided to give James Clancy her jewelries as her husband

Counterargument description Essay Example | Topics and Well Written Essays - 500 words

Counterargument description - Essay Example They also state that institutional trust is learned earlier on in life and then later projected towards these institutions. Media ownership has always been said to influence what is produced from the company. If a certain media house suffered a deal towards a certain company, it will be supposed to always have that negative attitude towards this institution. Journalism culture is also said to contribute to attitude. In this case, there are some cultures that exhibit negative journalism while others do not. Basing a counterclaim on the four factors that lie as a basis for the weak claim, economic performance has always been used as a basis for effective performance. This however is not supposed to be a claim to victimize a company. There are several causes of poor performance apart from the financial aspect. Economists would claim that prevailing market conditions would render a public company unable to perform effectively. Moreover, most media houses are always divided on what defines a good institution. Some may claim effective human resource system while others may claim good salaries. There are also some public institutions that purely depend on financial support from the government. Such institutions cannot be declared poor performers on this basis. Interpersonal trust is not a purely universal aspect of relationship. One journalist growing up with an attitude about an institution does not make all journalists view the same institution as he is doing. That would give a negative culture in the journalism of that particular society. It becomes unprofessional to make general conclusions based on individual experiences (Hanitzsch & Berganza, 2012). There are different media reports that support this counterclaim. Julian Assange, the CEO of the whistle blowing WikiLeaks brought up several accusations about very many

Does Turkey need regulation Essay Example | Topics and Well Written Essays - 750 words

Does Turkey need regulation - Essay Example It is a delicate balancing act to be sure, and one that Turkey should consider tackling. The article discussed here presents multiple ways that society can work to counter the so-called ‘advertising effect’. Discussed in this paper will be three of those options that were recently mentioned. One possibility that can be explored is the banning of advertising in public spaces. Many cities in Turkey, in particular Istanbul, are heavily populated with millions of people. This makes the area a prime target for companies to lure consumers into purchasing their product. As a result, massive advertising takes place in nearly all public spaces, creating not only an eye-sore, but creating a form of ‘visual pollution’ (Gannon and Lawson 16). One proposal is to ban all forms of outdoor advertising. This would include ads on taxis and buses, and particularly billboards – effectively eliminating them. Other major cities, such as Sao Paulo, Brazil, have implemented such measures, and it has been met with cleaner streets and most positive comments made by members of society. There are some critics, however, that argue this goes too far in limiting companies effectively reaching the consumer. They argue for legislation targeted on advertising that is not aesthetically pleasing to the eye. In other words, punish the advertising polluting companies in the city, but allow those that produce visually appealing promotional pieces to continue. This is an interesting concept, but would be a nightmare to police. Another recommendation is to begin taxing the very nature of advertising. This proposal stems from the idea that countless millions of pieces of advertising material are printed everyday, just to go unread and serve to pollute the environment. Because such forms of advertising are largely unregulated, and the printing of basic flyers is relatively cheap in comparison to other forms of advertising, companies continue to produce such material in t he hope that even a few consumers will be lured in. As a result, needless pollution is occurring, particularly in Turkey where these massive advertising efforts appear to be in full effect. The proposal is to begin to tax such advertisements in an effort to get companies to pay up and clean up their act, or to stop the needless advertising all together. This is a unique proposal and one that is similar to other taxing efforts designed to clean up areas of the environment. This could gain traction in the coming years if massive advertising efforts continue. One other proposal worth mentioning is to establish statutory regulation of the advertising industry as a whole. As it is currently, the industry in largely unregulated. In America and the United Kingdom, there are regulations in place, and even the outright ban of certain types of advertising in some localities. Turkey lags far behind in this area, so the introduction of such standards could help matters immensely. This can begin by asking Parliament to strengthen existing local powers and allow them to restrict certain forms of outdoor advertising. In addition, there should be a legal process whereby consumers can ask for proof of certain claims made by advertisers or charities in their comments on television commercial or infomercials. This will force advertisers and such

Generating Binary Phase Shift Keying Lab Report

Generating Binary Phase Shift Keying - Lab Report Example Normally, each of the phases is encoded equal bits. The demodulator is designed primarily for symbol-set to be used by the modulator. This modulator is used in determining the phase of the signal received mapping it back to the symbol that it represents. It, therefore, requires the receiver to compare the received signal phase to the reference signal. This system is termed as coherent. This paper explores an experimental set up in which an IQ modulator is used to generate the Binary Phase-shift keying while investigating the effect of phase shift on the residual carrier magnitude. Aims and objectives. A To appreciate the principle of phase shift keying and its relationship with the analogue phase modulation. B. To generate the two-level of phase shift keyed signal and investigate the spectrum and bandwidth associated with it. C. To investigate the demodulation of an FSK signal using the Residual carrier D. To understand the operation of the costals Loop circuit for phase demodulation E. To investigate the demodulation of 90 degree FSK signal using a costals Loop and using Schematic diagram of an IQ modulator connected to Residual carrier Equipment used and Practical configuration In this experiment, the list of apparatus that were used include the sine cosine generator, variable attenuator, multiplier, IQ modulator connected to a residual carrier, costal loop block diagram that has low pass filters and Limiters and the circuits that operate like comparators. The apparatus were configured as shown below. Schematic diagram of an IQ modulator connected to Residual carrier Schematic circuit of a double costal loop Procedure The frequency counter was opened and used to set the Function Generator Frequency to 15KHz .The phasescope main channel probe was then moved to the 1 carrier input. The phasescope was then opened and while using the Variable phase shift control associated with the Carrier Source, the IQ carrier phase difference was set to 90 degrees. The phase s cope main channel was moved to the phase modulator output monitor point 4 and set to constellation display mode. The signal Level Control was then used in adjusting the amplitude of modulation. This was followed by setting the X expand on the oscilloscope to observe the individual carrier cycles. The spectrum analyzer was opened and used to observe the phase scope. The signal Level Control was then used in adjusting the modulation. The modulation was increased to give a total shift towards 180 degrees, while adjusting the spectrum analyzer. Finally, with the shift at plus and minus 90 degrees, the oscilloscope display was observed and the instrumentation screen shots were captured. The diagram bellow shows the experimental set up Results The results for this experiment are presented below. - AC p-p set to 0.3v / frequency set at 15kHz. Instead of setting the phases at -90 and +90 degrees, in this experiment -45 and +45 degrees were used since the prior could not be achieved and it i s as shown below. Changing the amplitude of the modulation can vary the phase shift. Concentrating on the blue output (carrier) is switches the phase by 180 degrees The carrier and the sidebands as seen during this experiment. A total phase shift of near to 90 degrees (45 + 45) Spectrum analyser showing the carrier frequency and two sidebands. When the phase shift was put to 180 degrees the carrier frequency on the spectrum analyzer fails to be distinguishable. Second attempt This shows the oscilloscope with the

Greek society Assignment Example | Topics and Well Written Essays - 250 words - 1

Greek society - Assignment Example Few philosophers show that historians have not understood the vital role played by women in Greek society. Women in Greek owed property and were respected in the society. By law, women were not prohibited to take part in activities of life (Burckhardt 67). Presence of water channel allowed ancient Greek to focus on trade. Access to Africa, Europe and Asia through see route allowed Greek to become commercial society. Extensive trade gave a touch of westernization in the society. Middleman became prosperous and new trends in weapon and armory were introduced (Burckhardt 71-72). Loans were given to ship owners as banking activity and financial transactions were part of ancient Greek life. Revolution in banking never stopped and different ways of commerce and trade were introduced (Sotiropoulos & Karamagioli 54). Arts were part of old society and marks of Greek arts are still visible in ancient civilization. Gender distinction played minimal role in ancient Greek as women also enjoyed freedom of practicing all visions of

Article Critique #2 Essay Example | Topics and Well Written Essays - 500 words

Article Critique #2 - Essay Example Suchman and Luthar have collaborated on several related projects in the past. Self-referencing in this case is acceptable because other sources are credible. This 2007 article is related to prior work done by the authors and the different studies apparently support one another. The authors assert that parental control results in better behavior outcomes for children, and parental warmth results in better psychological outcomes. Mothers in the study were taken from a population participating in methadone treatments, and randomly assigned to either control-training group therapy or warmth-training group therapy. The group therapy lasted for 24 weeks and the children and mothers completed assessments a total of seven times during the study. A total of 98 mother-child pairs participated all the way through the study. The authors’ hypotheses were that mothers who exhibited greater control over their children’s behavior while still allowing them to be autonomous would have children with fewer behavioral issues, and that mothers who exhibited warmth toward their children would have children who were better adjusted. The findings of the study proved that these assumptions were true, to a degree. Since all the data was self-reported, the mothers and children saw themselves differently. For instance, children who rated their mothers high on the parental control scale were not looked at by their mothers as having fewer problems, but the children’s self-report showed they had fewer problems with behavior. And, when both mothers and children rated the mothers high on the warmth scale, those children reported greater problems with internalizing behaviors such as depression. Obviously, children view their mothers differently than they view themselves; one reason for this could be that the mothers were trying to make changes in their parenting styles and the children were not yet responding in line with the parents’ changes. The randomized assignment of the

Does the Color of Paint Deter Insects Essay Example for Free

Does the Color of Paint Deter Insects Essay Is it possible that paint is capable of insect control? Determine if painting the ceiling of a porch sky blue will fool wasps into thinking it is the sky and keep them from building nests under the eaves or on the ceiling? Hypothesis: By painting the inside roof of the porch sky blue we can prevent wasp from making a nest in the eaves of the porch. Prediction: If painting the roof sky blue prevents wasps from making nest, and then the inside of the roofs of all porches should be painted sky blue. Controlled Experimental Method: The beginning of April when things usually start to bloom and make nest here in Colorado I painted half the ceiling of by back porch sky blue and the other half the original dark green. Checking to see rather or not there are new nests every day. Results: In week 2 there no signs of nest in the back corner of the dark green side, 3 days later I checked again not only are there no sign of nests. Conclusion: It has been 6 months and there is no sign of any nests, and the ceiling is actually cleaner. I have concluded that the paint has actually deterred the insects from creating nests. I think anybody that has a problem with insects on their porch should paint the ceiling blue.

McDonalds and Tesco Promotional Mix

McDonalds and Tesco Promotional Mix 1A. Mc DONALDS: COMPANY OVERVIEW Dick and Mac McDonald founded the very first drive-in and self service restaurant in California, US in 1940. Today McDonalds is one of the leading fast-food retailer having more than 32,000 local restaurants [1] across the globe. With a mass penetration and exhilarating brand image, McDonalds is serving more thanÂÂ  60 million people in approximately 117 countries of the world [1]. To establish its market presence and differentiate from its competitors, McDonalds has created a number of logos and road signs depending upon its operations as for example dine-in facility drive-through etc. Following are few examples illustrating different logos: [2] Different Logos of McDonalds 1.1 THE PROMOTIONAL MIX STRATEGY McDonalds has employed an effective promotional mix strategy for the marketing of its products and services. For the organisation to penetrate within a specific market, it is essential to gain maximum knowledge about the culture, taste, climate, consumer needs etc. to design a correct set of promotional mix for marketing its marketing campaign. The right choice of the promotional mix helps the organisation to communicate the benefits of its products and services to the consumers (OShaughnessy 2003, p. 110). McDonalds core consumer base is built upon children, business personnel and fast-food lovers. Followed by which the promotional mix strategy used by McDonalds is advertising and sales promotion. [1] http://www.aboutmcdonalds.com/mcd/our_company/mcd_history.html [2] http://www.aboutmcdonalds.com/mcd/media_center/image_gallery/logos.html OShaughnessy, J., 2003. The marketing power of emotions, Oxford: Oxford University Press, 2003. 1.2 ADVERTISING The promotional mix strategy followed by media advertising is always favourable as it reinforces the existence of the organization and also helps in persuading the consumers to buy. The advertising tools include print media, electronic media, billboards etc. for promotion. McDonalds too employs certain effective promotional techniques with the help of advertising tools. Print Media, TV Commercials McDonalds utilises aggressive media advertising as a tool to promote its products. With the help of television commercials, newspapers and magazines, the organisation has successfully managed to create a positive image of its brand. The scrumptious representation of its food products on the hoardings not only attracts its consumers but also helps to keep them well informed about the new arrivals. [3] Images of Burger and Fries Social Networking Today social networking websites have become extremely popular and since most of the traffic on these websites is followed by the younger generation therefore, it becomes essential for the organisations like Mc Donalds to demonstrate their market presence. To keep itself connected with its core consumer base, McDonalds has created pages [4] on the most popular social networking websites that includes: Facebook http://www.facebook.com/aboutmcdonalds Flickr http://www.flickr.com/photos/aboutmcdonalds Twitter http://twitter.com/mcdonaldscorp These pages confer all the related information about the latest news and upcoming events about McDonalds and also updates about new deals and offers. [3] http://www.aboutmcdonalds.com/mcd/media_center/image_gallery/products.html [4] http://www.aboutmcdonalds.com/mcd/media_center PUBLIC RELATIONS Public relations play an integral role in todays marketing world. The multinational organisations having vast operational framework take part in certain international affairs like exhibitions, charitable work, rallies and sports events. McDonalds has also been involved in such large scale events which not only execute a positive message but also facilitate in the advertising of its brand image. The 2010 Olympic Winter Games The 2010 Olympic Winter Games were held in the beautiful city of Vancouver located in the host country of Canada. Since the brand image of McDonalds represents youth and therefore, it continues to participate in sports events. McDonalds has formally announced its involvement as the Official Restaurant for the eighth consecutive games [5]. The company is all set to feed more than 10,000 of the worlds best athletes, coaches and the Olympic officials. It is yet another component of McDonalds smart promotional strategy as millions of people across the globe will acknowledge the presence of McDonalds as a worldwide partner of this Olympic movement. 2010 FIFA World Cup South Africa FIFA World Cup is an event that is anxiously awaited by diverse range of age groups everywhere across the world. Mc Donalds always seek for such events that create an extravaganza to target a mass audience. The organisation is an official sponsor and the official restaurant of the 2010 FIFA World Cup South Africa. With more than 32,000 restaurants in more than 100 countries, McDonalds will bring the FIFA World Cup to life for millions of customers and employees around the world. [5] Logo for the 2010 FIFA World Cup [5] http://www.aboutmcdonalds.com/mcd/media_center/press_kits.html SALES PROMOTION The sales promotions are usually short-termed or time specific strategies that are designed to attract the new customers or to replenish the relationships with the existing ones. The sales promotional campaigns offer attractive deals, work on pricing and put forward new products. The buy-one-get-one deals, gifts and prize schemes are few examples of such sales promotions. Toys, Scratch Cards Lucky Draws Children are the target consumer base of McDonalds and hence it becomes inevitable for the organisation to develop such promotional strategies that may create enthusiasm in children. Happy Meals are offered with small toys which excites children. McDonalds also introduces lucky draws, numerous schemes for winning prices and child competitions from time to time as for example, Happy Meal toys, Big Mac Hockey Contest, card games etc. The promotional tactic of scratch cards is also utilised for marketing which comes with combo meals. Adding to this, Mc Donalds also offers econo-meals and value meals. [6] Toys offered by McDonalds Meals Designed for Healthy Eating The consumer world of today is getting more cautious about organic food and healthy eating and realising this McDonalds has come up with a plan of preserving its existing clientele along with attracting new customers. The company has designed Happy Meals with intent to promote healthy eating in children. The organisation has teamed up with DreamWorks Animation to put forward a series of toys including Shrek, Donkey and Puss in Boots to endorse fruit, vegetables, and low-fat dairy and fruit juices.ÂÂ  By promoting the healthy eating McDonalds has tried to penetrate within the consumer base that intentionally avoid the fast food products as they consider it to be fattening and un-healthy. This is a smart promotional campaign that will benefit the organisation by pulling in the new segment of consumer base to the existing database of the company. [7] Shrek Themed Happy Meal [6] http://www.kathysfastfoodtoys.com/McDonalds2.html [7]http://www.aboutmcdonalds.com/mcd/media_center/press_kits/McDonald_s_Shrek_Forever_After_Global_Happy_Meal.html 1B: TESCO: COMPANY OVERVIEW Tesco is the leading retail super market in UK having a mass penetration of approximately 90% with an annual turnover of more than 1 billion. Tesco is an internationally recognised brand name which is not only restricted to food and grocery items but is also extended its operation to the non-food products. [8] Official Logo of Tesco 1.1 PRODUCT RANGE Food Ranges: Milk, eggs, butter and all grocery items Non-food Ranges: Books, DVDs and Electronic products Others: Dieting clubs, flights and holidays, music downloads electricity etc. 1.2 CORE COMPETITORS The list below indicates the core competitors of Tesco in UK. All of the listed below companies are the leading supermarkets in UK and operates almost in same range of products and categories. The competition for Tesco is extremely fierce in UK as the quality of products and services offered by these supermarkets are relatively same hence it becomes difficult for anyone to send out. However, Tesco with its comparatively huge operational network has got a leading position since it has got smaller or bigger outlets in almost every other corner. The promotional techniques offered by these supermarkets is more or less the same but Tesco ensures its distinct identity by introducing smart marketing mix followed by carefully designed promotional mix. Tesco Asda Sainsbury Waitrose Morrisons 1.3 THE PROMOTIONAL MIX STRATEGY Tesco has designed an intelligent promotional mix strategy that reflects a prudent thought process behind its campaigning. Tesco has successfully managed to achieve a vital role in the routine life of every household and its progress lies in the success of its creatively devised promotional strategy. The core constituents of Tescos promotional mix are as follows: 1.3.1 DIRECT MARKETING In combination with a number of meaningful promotional tactics, Tesco is successfully following a direct marketing strategy. Once a customer is registered on their main website -and starts shopping, the company keeps on interacting with that customer via phone, emails and text messages from time to time. Emails Messages The comprehensively designed website stores the contact information of the customer and the efficient direct marketing team of the organisation keeps a track record of customers buying behaviours. Tesco sends promotional offers, necessary information, new products and special deals via personalised email addresses to the customers. Moreover, Tesco also sends out feedback forms and surveys via emails to keep updated with the continuously evolving customers needs and choices. Text Messaging This is yet another way of close interaction with the customers. Tesco keeps on sending useful information about the new offers and products via text messaging. The company ensures that the customer never misses out anything offered by them and by doing so the company also develops a certain place in the customers everyday life. 1.3.2 MEDIA CAMPAIGNING Like its core competitors, Tesco too needs to make heavy investments on media campaigning even though its market presence is humungous. The competitive environment of today doesnt allow anyone to fall short when it comes to media campaigning. Media is one of the most powerful and decisive element of the overall promotional strategy. TV Commercials To differentiate from others it is essential to highlight the key features of the organisation in the TV commercials. Tesco primarily focuses on its accessibility as its network is comparatively broader. The commercials also highlight its healthy eating and organic products. Moreover, the TV commercials are designed to offer a little extra eye-catching moments to ensure that the commercials stay in the customers minds for a longer period of time. Interactive Websites In addition to its main comprehensive website, Tesco has launched a number of other web pages including Tesco Apps, Tesco Diet, and Talking Tesco etc. The links to these web pages are also made available on the main website and the link to the main website has been kept prominent on all other web pages. 1.3.3 SALES PROMOTION Tesco is facing a cut throat market competition and therefore, it has to keep on designing innovative promotional strategies to address the consumer needs and offer them a pleasurable shopping experience at the same time. Keeping in view of the rising level of inflation and recession period, Tesco has come up with ground-breaking promotional tactics as rewarding their customers. Club Card Points By introducing the Club Card rewards point, Tesco has made shopping a lot more fun and exhilarating experience for the consumers. The reward points can be collected by shopping via the online website which can be accessed by going to its website [8]. This promotional technique attracts the customers looking for discounts and saving options. [8] Image of Tesco Club card [8] http://www.tesco.com/ Tesco Apps Tesco has launched a direct mobile website which enables its consumers to shop for groceries from absolutely anywhere on their mobile by downloading the Tesco application from the website [9]. The online shop also allows the customer to add or delete an item from the online shop accessed via the mobile. The mobile application also enables the customer to access the favourite list which makes the process much easier. This application is an innovative promotional technique which attracts the consumer base that has an extremely busy life. [9] Image of Tesco Apps 1.3.4 PUBLIC RELATIONS With its mass penetration in the consumer market, Tesco completely comprehends with the idea of consumer satisfaction which can be achieved by listening to them. It has been established that the customer sentiments drastically changes about a certain product depending upon the positive or negative image they build by experiencing the offered level of services. Believing the same, Tesco maintains close connections with its customers with the help of numerous methods. Talking Tesco The company has introduced a distinctive website named as Talking Tesco so that its customers know that their say matters and is always encouraged. The web page [10] is designed to collect the feedback from its customers along with any issues or grievances and it has been ensured that the relevant team members respond to the complaint or enquiry as soon as possible. The web page also displays a personalised email address i.e. [emailprotected] to directly contact the team and get a quick response. [9] http://www.tesco.com/apps/ [10] http://www.tesco.com/talkingtesco/ Tesco Diets Tesco believes in maintaining strong bond with its customers so that their loyalty can also be preserved. Tesco has introduced an interactive website which offers a personalised fitness programme that is designed to encourage people for healthy eating, maintaining a balanced diet and follow an exercise regime that may help in reducing weight. By registering on the website an individual can receive personalised daily workout programme and log the progress. Moreover, scrumptious recipes, tips, diet plans and interactive tools are also available on the website for free. These kinds of interactive and informative websites help the consumers to develop a positive image about the brand and thereby, develop a relationship of trust between the retailer and the consumer which eventually benefits the organisation. [11] Image of Tesco Diets [11] http://www.tescodiets.com/why-join/90078 2. Explain the role of promotion within the marketing mix for a successful promotional campaign. PROMOTION Promotion is the fourth marketing-mix element which is crucially important for a successful marketing campaign. There are a number of tactics involved in the promotional activities in order to communicate the message to the consumer base. Depending upon the nature and size of the campaign the target market is selected which could be a focus group; a particular market segment based on culture, tastes, and religious believes etc. and promotional materials are designed to influence these customers. 2.1 PROMOTIONAL TOOLS THEIR ROLES There are a number of tools which are helpful in the promotion of the products. These tools include: Advertising Advertising is a method of communicating with the end-customers and passing on a message about a particular products or services. There are several ways of advertising including print media such as press releases, newspapers, magazines, broacher, hoardings and leaflets or it could be electronic media such as radio, television or internet. The advertisements are external mass-mediated messages which do not necessarily influence the individual consumers as desired because these messages are filtered through interpersonal communication channels and the perceptual systems of the consumer before acquiring any implications however, they do influence the consumers buying behaviour (Schiffman and Kanuk 2000, pp. 129-35). The advertisements are typically designed to penetrate a larger segment of the consumers. Since the advertisements represent pictures and the information about the product therefore, it is expected to develop a certain image in the consumers minds. The TV commercials or radi o advertisements are also meant to connect with the target market. The repeated telecast of commercials and the entrance of print media in the sitting areas of every household have developed a different paradigm of marketing. With the help of advertisements the manufacturer attempts to send a clear message to its consumer. OGuinn, Allen, and Semenik define that the meaning of the advertisement is determined through a Schiffman, L. G., and Leslie L. K., 2000. Consumer Behaviour (VII ed.), Upper Saddle River, New Jersey: Prentice-Hall, Inc. subtle but powerful process of meaning construction by consumers (OGuinn, Allen, and Semenik 2003, p. 202). Sales Promotion The advertisements are intended to instigate a desire amongst the target market about a particular product as a result of which the consumer develops a need to purchase it. However, the competition is fierce today and almost every other competitor more or less uses the same tactics to attract the customers. Here comes the need for exploiting different promotional tools. The sales promotion is an effective way to manipulate the pricing strategy and gain advantage over the competitors. The cost of a product plays a vital role when it comes to the consumers decision making process. There is segment of consumers which do not necessarily look for designs, colours and quality instead they always look for discount deals. Depending upon the market density the sales promotion strategy may do wonders with a product. The markets that are rich in similar brands may not get competitive advantage but may boost sales for a limited period and on the other hands, where the markets where the positioning of brands are dissimilar, the sales promotion may aid in establishing the roots of a new brand or may even help in penetrating deep in the market. The main objective is to utilise this tool in an effective manner. The smartly designed sales promotion campaigns can help the retailers to get rid of the old or unsold stocks and make ways for new arrivals. It is important to note that the sales promotion technique might give quick results or might take a little longer to benefit however, the overall performance of the sales promotion strategy can be monitored and measured over the time. The main role of the sales promotion campaign is to attract new customers because the benefits associated with this technique are short termed and hence it is difficult to break the loyal customers. It has been estimated that the tremendous rise in the number of brands and a decrease in the efficiency of traditional advertising due to increasingly fractionated consumer markets has lead to augment the need for developing sales promotion strategies (Brierley 2002, p. 132). Public Relations The main objective of the public relations technique is to exploit the consumers sentiments in the benefit of the organization. The public relations tactics primarily involves the people OGuinn, T., Chris A. and Richard S., 2000. Advertising (II ed.), USA: Southwestern Publishing. Brierley, S., 2002. The advertising handbook, Abingdon, Oxon: Routledge. having potential impact on a companys operations to achieve its goals and objectives, which include both retailers and the customers. The idea is to maintain healthy and positive relationships with the individuals and groups of mutual interests working together for the benefit of the organization. This could be charitable event, a cultural show which is not directly related to the interests of the company but definitely portrays the social responsibilities of the organization towards the society in general. This may in return have a great impact on public sentiments which will lead to maximise sales. The organizations sponsoring the shows ensure that appropriate coverage has been given to such public events and activities thereby, highlighting the positive image of the organization through news and information media. The press conferences, contests, meetings, and other social events are all part of public relations which is intended to draw the attention of general consumers towards their products and services. It is the responsibility of the advertising agencies and the public relation specialists to foresee the possibilities of evolving goodness out of the brand image (Arvidsson 2006, p. 88). On the other hand, several irrelevant issues are also touched by the multinational organizations by supporting certain causes which eventually impacts the organizational objectives in achieving its goals. It has been observed that many corporate companies do not necessarily seek profitability out of public relations tactics however; the brand imaging culture of today evidences that public sentiments plays a vital role in the success and failure of products and services. The multinational organizations and corporate companies acknowledge the importance of public sentiments and therefore, it has been established that marketing public relations departments are essential to directly support corporate and product promotion and image management (Arvidsson 2006, p. 96). Direct Marketing It is a time consuming process which requires the collection of data about the target consumer market. The direct marketing technique is based on an in-house data base which provides sufficient information about the targeted consumers to facilitate the direct marketing teams to offer the best services possible which may suit the clients needs. A number of multinational organisations and corporate companies conduct extensive researches, polls and public surveys to collect the consumers views about certain products. The responses obtained are thus incorporated into the database and are updated from time to time. The process could be very time consuming and therefore, a number of organisations buy the mailing lists and Arvidsson, A. (2006) Brands: meaning and value in media culture, Abingdon, Oxon: Routledge. contact information of potential customers that is tailored to a precise specification. It is an effective promotional tactics which involves a number of different techniques to execute a well-designed marketing plan. Direct marketing may involve the use of emails, letters, phone calls etc to reach the targeted consumers. This method is useful in targeting a specific group of customers and sends them personalised messages which may have a distinct impact as compared to the TV commercials or regular promotional tactics. It has been observed that a segment of consumers prefers to be personally addressed as it gives them some extra importance (Levy 2003, p. 108). This technique is welcomed by a consumer base that is psychologically inclined towards introvert lifestyle. The main role of direct marketing technique is to get realistic results as the promotions are designed to target the listed customers and therefore, the response level obtained from them can give an idea of how well the c ampaign is working. Today, the competition is getting tough and the organisations seek for improved results therefore, direct marketing techniques are adopted to measure the effectiveness of the promotional campaigns and make necessary alterations where required. Personal Selling Personal selling is another tool used to devise an effective promotional campaign. It involves the employment of sales representatives in order to carry out the day to day sales activities. The personal selling technique is not very well complimented by the fast paced environment of today as the consumers are much more inclined towards the electronic sales option i.e. via internet. The personal selling option can be termed as the most expensive means of promotion, as human involvement requires certain expenses, and supplementary benefits however, a number of companies still maintain their sales force and encourage door to door selling. Personal selling is effective with the consumer base that is not very fond of following the commercials and is not capable of using internet. These customers have got the psyche of believing what they see in real. They may prefer trying a product before their final decision making process. The sales personnel are highly trained to deal with such custom ers and also taught to utilise personalised elements and techniques to convince the customers. The door-to-door selling techniques are quiet time consuming and might not get instant results for the organisations however, they seem to be effective in unapproachable client base to get the competitive advantage. Salespeople are trained to make presentations, answer objections, Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2): 99-110. gain commitments to purchase, and manage account growth (McFall 2004, p. 63). The main goal of a sales person is to convince the customer on the spot and achieve the companys target by maximising sales activities which can also be achieved by the word of mouth if the customer is happy with the way the sales person has presented the product. The technique is all about maintaining a good reputation with the end customer where the sales person serves as a face of the company. Therefore, the sales force must be well acquainted with the product knowledge in order to satisfy the consumers enquiries related to the product. The personal selling strategy is considered to be out of fashion due to growing e-technology and web based marketing strategies however, the effect of personal interaction with the consumer can never be ignored. Combined with a correct set of promotional mix a successful marketing campaign can be designed. McFall, L., 2004. Advertising: a cultural economy, London: Sage. Explain the role of advertising agencies in the development of a successful promotional campaign the evidence that you have to produce is a fact sheet. 3. ROLE OF ADVERTISING AGENCIES IN PROMOTIONAL CAMPAIGNS The ever-increasing range and diversity of market products has given rise to plethora of brand consciousness as a result of which the significance of information, persuasion and convincing the customer has become a key feature within the consumer market. Advertising is a vital tool that provides an opportunity for the companies to connect with their target market and to escalate the marketing process, advertising agencies has been pioneered that serves as a bridge between the company and its consumer base. FACT SHEET The advertising agencies facilitates in the development of positive consumer culture. They serve as an effective mediator in between the market products and their consumers. For a successful promotional campaign, an advertising agency aims to benefit its client by maximising sales opportunities. The advertising agencies externalise marketing as a management function and create a body of specialised knowledge about markets and consumers (Wilson and Thomson (2006, p. 112). They comprehend with the clients objectives, product knowledge and the target consumer base. The advertising agencies conceptualise the overall promotional activities. The products are well understood and the process begins by constructing the image and identity of the brand. A team of professionals are involved in the process of brainstorming innovative ideas to achieve the set targets. Extensive research is conducted to study the market trends and consumer needs are identified. Depending upon the size of the budget, an advertising agency creates effective Wilson, J. and A. Thomson (2006) The making of modern management: British management in historical perspective, Oxford: Oxford University Press. promotional campaigns. Advertising agencies makes a strong effort to create and maintain the goodwill of the brands. The agencies are involved in the process of managing a trade marks augmentation to a key symbolic element of marketing strategy (Brierley 2002, p. 97). The agencies devise a marketing communication strategy for mass promotion with the aim of selling The aim is to create a direct link in between the manufacturer and end-consumer by reducing the efforts of sales activities of wholesaler and retailers (Levy 2003, p. 103). Developing a brand image that creates desire for the advertised products. Follow competitor-based approaches to market segmentation and product positioning (Cano 2003). Study the behavioural and psychic dispositions of the consumers which are heavily influenced by the brand imaging. Strategically manipulate the socially-shared symbols in order to facilitate the market penetration. They offer meaning and symbolic connotations to the marketed product which helps the consumers in decision-making process. The advertising agencies plan and design the promotional campaign in such a way that the desired information about a product shall be presented to consumers in a presentable manner (Arvidsson 2006, p. 56) Review the progress of promotional campaigning and improvise necessary alterations where required. Maintain and replenish the bond between manufacturer and the consumers. Brierley, S., 2002. The advertising handbook, Abingdon, Oxon: Routledge. Levy, S., 2003. Roots of marketing and consumer research at the University of Chicago, Consumption, Markets and Culture, 6(2): 99-110. Cano, C., 2003. The recent evolution of market segmentation concepts and thoughts primarily by marketing academics, in E. Shaw (ed.) The romance of marketing history: proceedings of the 11th Conference on Historical Analysis and Research in Marketing (CHARM). Boca Ranton, FL: AHRIM, 2003. Arvidsson, A., 2006. Brands: meaning and value in media culture, Abingdon, Oxon: Routledge. In a report explain the reasons behind the choice of media in a successful promotional campaign. 4. INTRODUCTION With the passage of time the competition in the corporate world has become increasingly fierce that has enabled the marketing sector to grow. Marketing can be done by a number of ways depending upon several associated factors however; the role of media in every form is an essential element of the marketing world. The rising trend of e-connectivity and social networking practices has made it obligatory for the organisations to incorporate media as a tool for a successful promotional campaign. It has been greatly observed that the adoption and implementation of media within the promotional campaigning of a product gives better results as TV, radio, internet connectivity, e-commerce practices and social networking technologies offer a great potential for creating new markets. The incorporation of media within a promotional campaign gives a new meaning to the continuously evolving market trends and consumer behaviour a