John Lockes Essay Concerning Human Understanding -- Reality John Lock

John Locke's Essay Concerning Human Understanding In John Locke's "Essay Concerning Human Understanding", he makes a distinction between the sorts of ideas we can conceive of in the perception of objects. Locke separates these perceptions into primary and secondary qualities. Regardless of any criticism of such a distinction, it is a necessary one in that, without it, perception would be a haphazard affair. To illustrate this, an examination of Locke's definition of primary and secondary qualities is necessary. Starting from common-sense notions of perception, namely that there must be something in order to perceive something, Locke continues by arguing that ideas in the mind correspond to qualities in the object being perceived. Locke states that: Whatsoever the mind perceives in itself, or is in the immediate object of perception, thought or understanding, that I call idea; and the power to produce any idea in our mind, I call quality of the subject wherein that power is. 11 Primary qualities are those aspects of an object that are in and of the object being perceived. Anything that must actually be in an object in order for any object to exist is a primary quality. These, Locke stated, are inseparable from an object. Qualities such as mass, solidity, and extension in three dimensions are all primary qualities. To say that an object has mass and solidity but no shape or extension in three dimensions is inconceivable if not outright ridiculous. So, primary qualities are necessary for an object to be considered an object. If something does not have primary qualities, then it cannot be considered an object but must be considered to be something else. Secondary qualities, according to Locke,... ...ere God creates substance and everything associated with it. Conversely, without a belief in God, Berkeley's position cannot be put forth, as there would be nothing to create the perceptions, and Locke's position becomes more likely. And if your faith leads you to the conclusion that there is no God, then you must put your faith in a material world for there is no other consistent world of which you could conceive. Endnotes 1 Locke, Berkeley, and Hume. The Empiricists. (New York: DoubleDay, 1974) p.24 [Back] 2 Locke, Berkeley, and Hume. The Empiricists. (New York: DoubleDay, 1974) p.25 [Back] 3 Locke, Berkeley, and Hume. The Empiricists. (New York: DoubleDay, 1974) p.166 [Back] 4 Locke, Berkeley, and Hume. The Empiricists. (New York: DoubleDay, 1974) p.168 [Back] 5 Locke, Berkeley, and Hume. The Empiricists. (New York: DoubleDay, 1974) p.168 [Back]

I Love You

PARADOXES AND CONTROVERSIES IN THE LIFE OF DR. JOSE P. RIZAL Paradoxes are statements which are true but seem to be false, absurd, and contradictory. Controversies are disputable claims which are neither true or untrue unless they are proven by empirical facts and are founded on logic. 1. AMERICA’S CHOICE Jose Rizal is the Philippine national hero purportedly believed to be an American-sponsored hero who was chosen by the Americans because of his non-revolutionary ideology. 2. THE KATIPUNEROS’ CHOICEWhile the Americans found him non-revolutionary, Jose Rizal was associated with the Katipunan as their honorary president and was therefore considered as the soul of the Philippine Revolution. 3. RIZAL FOR THE ELITE AND BONIFACIO FOR THE MASSES Jose Rizal belonged to an upper middle class family and was an ilustrado who spent many years in Europe. He was, therefore, perceived to be a leader of the elites while Andres Bonifacio as the hero of the masses. 4. RIZAL’S ALL EGED ALIENATION FROM HIS PEOPLE AND FROM THE FILIPINO CULTURE.Rizal spent the best time of his adult life studying abroad. In his travels, he was exposed to different cultures, met learned men and devoted his time in books. Back in the Philippines, his stay was too short and for his last years in the country, he was kept away from his social and political endeavors in the urban areas. 5. ATTEMPTS TO REPLACE JOSE RIZAL AS NATIONAL HERO As a national hero, Jose Rizal has all the desirable qualities of a great moral leader. Despite all of these, there have been attempts at replacing him with other heroes every now and then.BIOGRAPHERS OF DR. JOSE P. RIZAL Ironically, the early biographers of Jose Rizal were written by foreigners. The first biographer was a Spanish named Wenceslao Retana in1907, followed by American biographers, namely: Austin Craig in 1913, Charles Russel in 1923 and Frank Laubach in 1936 and an Anglo-Saxon Austin Coates in 1968. In 1981, Spanish Jose Varon Fernandez a lso followed. Oddly, Filipino biographers started only writing about Rizal’s biography only after 40 years from his execution. CONFLICTING PERCEPTIONS OF DR. JOSE P. RIZALBiographers have conflicting accounts of Rizal’s life and works. There had been criticisms to the point of character assassination and depreciation of his personality, his life and his works, but there have also been fanaticism. Extreme admiration has led to the formation of cults which deify people either as God, as a saint, or a supernatural being. Such is the case of the Rizalista, who immortalize and worship Jose Rizal as a divine being by upholding his ideals and principles. At present, there are seven officially registered Rizalista sects, namely: 1.Samahan ng Tatlong Persona Solo Dios, 2. Ciudad Mistica de Dios, 3. Adamista, 4. Bathalismo, 5. Iglesia Watawat ng Lahi, 6. Iglesia Sagrada Filipina and 7. Espiritual Pilipino. RIZAL’S MONUMENT AT LUNETA The monument was designed and sculpted by a Swiss, Henry Kissling, a runner up in an international competition for designing Rizal’s monument sponsored by nationalists in 1912. The winner actually was an Italian sculptor Carlos Napoli but he failed to present his own creation. Jose Rizal’s monument at Luneta depicts him as a typical Filipino, 5’2† to 5’5† tall donning a thick winter coat.Behind him is an obelisk with three stars (Luzon, Visayas, and Mindanao). The book on his hand signifies his travels, studies, and exposure to the different cultures of the world. It may also symbolize the value of education and the potency of media to expose the socio-economic and political ills of our country. On the ground near his statue, his last poem â€Å"Mi Ultimo Adios† (My Last Farewell) is engraved on a marble stone. His friend Mariano Ponce gave it the title of MI ULTIMO ADIOS, as it originally had none.

Mythology vs Natural World How mythology helped to...

Greek myths are all that s left of the ancient Greek religion, in which beauty, poetry, and creative activities were a vital part of the tradition. Centuries ago, the Greeks created numerous stories and poems, which are still being shared today, that showed their view of the world that existed not only in the mind of the Greek poets, but in the hearts of the humble and long suffering natives of ancient Greece. From the stories of the Olympians, to heroes greatest adventures and from romantic stories to savage beasts, the Greeks used stories not only for entertainment but also for answers to nature s mysteries. Mythology helped to explain aspects of the natural world to the ancient Greeks. Some of the greatest mysteries of nature that†¦show more content†¦Dionysus always dies, however; he always becomes alive again. When he rose again, he brought back the ever spreading vines onto earth. According to the Greek mythology, the Horae was the goddesses of the seasons. The Horae consists of four Horai--Eiar was the goddess of spring, Theros of summer, Phtninoporon of autumn, and Kheimon of winter. They were daughters of the sun-god Helios. They guided their father s path across the heavens and presided over the flowering and fruiting of the earth. The ancient Greeks used the myths of Demeter and Persephone, Dionysus and his vines, and the Horae to describe the aspects of the seasons. Other than the creation of mankind and the division of four seasons, Greek mythology also explains the origins, colors, and names of the flowers. One of the ancient stories starts with a very handsome man, Narcissus, who was loved by many women, especially by a nymph named Echo. Narcissus never returned Echo s love and she disappeared from woods and mountains, and faded away. Many other nymphs and youths had been mocked by Narcissus until one of them prayed to heaven. Nemesis, the Goddess of Retribution, heard the prayer and decided to punish Narcissus. Narcissus saw his reflection on the surface of a pond, fell in love with it, and stayed at the spot until he eventually died. From where he lies dead, a new and lovely flower bloomed and his name was given to it. There is another myth that explains theShow MoreRelatedMs Paul2146 Words   |  9 PagesIntroduction The book is an analysis of the Biblical view of the world and compares it other works in the Ancient Near East of that time with the development of the Bible. This is done by an in-depth analysis of the underlying beliefs inherent in mythology and the Biblical text. Of primary significance is the authors portrayal of the Biblical insistence on monotheism and divine transcendence compared to the polytheistic underpinnings of mythology. The author compares the ethically based Biblical viewRead MoreA Picatrix Miscellany52019 Words   |  209 Pageslight on the nature of magic, a secret closely guarded by the ancient philosophers. He adds a summary of the contents of his four books (pp.1-3). This is replaced, in some manuscripts, by a detailed list of contents, arranged by chapter, of which a translation will be found on pp. lxxvi-lxxviii of the present volume. 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The book engages in an imaginative way with a wealth of organizational concepts and theories as well as provides insightful examples from the practical world of organizations. The authors’ sound scholarship and transparent style of writing set the book apart, making it an ingenious read which invites reflexivity, criticalness and plurality of opinion from the audience. This is a book that will become aRead MoreMetz Film Language a Semiotics of the Cinema PDF100902 Words   |  316 Pagesinstances of language system (langue): French, English, Urdu, but in addition, those other languages of chess, of heraldry, of computers, etc. Speech (parole) is the antithesis, or, rather, correlative, of language system: language system is the social aspect of language, whereas speech is the utterance, the actual practice, of a lan ´ xiii xiv A NOTE ON TERMINOLOGY guage system. (See de Saussure, Course, pp. 7-17.) 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Identifying and evaluating competitors’ strengths and weaknesses Evaluating competitive relationships and analysing how organizations compete Identifying competitors’ objectives Identifying competitors’ likely response profiles Competitor analysis and the development of strategy The competitive intelligence system The development of a competitive stance: the potential

Socrates Should Not Escape From Prison - 2572 Words

Socrates should not escape from prison to avoid his death sentence because he would be breaking the law which ultimately led to him straying away from his own principles. He was a person who believed in what was just and doing what was morally correct. If he were to escape from prison, he would essentially be harming others and the State. He thought through harming others, he would be harming himself and his soul, so Socrates did not believe in harming others and thought it was unjust and morally wrong. Even though Socrates had the opportunity to escape and he was given plenty of reasons from his friends to do so, he did not want to go against what he believes in and his philosophy. He could not live a life where he would have to stop†¦show more content†¦Athens could also be seen as a place where they educated their citizens. Socrates understood that he would not be the man who he is today, without Athens. Like anything, a child would not willingly do harm on a parent, espe cially if they receive love and protection, and no harm in return. This parental versus child relationship is quite similar to the relationship Socrates had with Athens. The people of Athens could have assumed that Socrates would try to escape and that his death sentence would not follow through, but Socrates did not see this as an important factor. He believed that if he escaped, it would hinder the image of Athens because he would not be following their laws, which might influence the citizens to also break the laws of Athens. People with a lot of influence, have a lot of followers, for example, the people of Athens. If Socrates, supposedly the wisest man were to escape from prison and his death sentence, other people might think it is fine to disobey Athens as well. On the other hand, the citizens expected him to escape, but the fact that he stayed in prison to face his death sentence shows how seriously he took subjects like harming others and obeying the state to heart. Another objection to this argument could be, that Socrates was falsely accused and was harmed when he was truly innocent, he did not commit any of the crimes he was accused of, but Socrates still had the opportunity to a fair trial, he just did not use

Reader-Response Criticism of James Joyce’s Eveline from...

A Subjective Reader-Response Criticism of James Joyce’s Eveline The subjectivity evident in literary interpretation is hard to deny. Though one person may feel that James Joyce’s writing proves Joyce’s support of the feminist movement, another may believe that Joyce views women as inferior. What could account for such a difference in opinions? Schwarz explains that subjective reader-response critics would respond to a question such as this by answering that each reader uses the literary work to symbolize his or her own life and, therefore, each response is unique to the individual reader. He asserts that the reader will always find an identity theme in the particular text he or she is reading. Consequently,†¦show more content†¦Readers respond to â€Å"literature in terms of their own lifestyles,† which have â€Å"grown through time† and is also any new experience the individual brings with them, including the experience of literature (Holland 973). Therefore, when people reread stories, they may interpret them differently from when they originally read these stories. The changing interpretation that time and new experiences bring was evident to me after rereading â€Å"Eveline† a year after my original reading. In both readings, I found that because of my own desire to symbolize my life through â€Å"Eveline,† I emphasized specific images and concepts in the story that most closely correlate with my own life and feelings. However, in reading the story a year later, my original interpretation of the story was altered due to new experiences in my life. Though in both readings I found as the theme of â€Å"Eveline† my own psychological need to overcome the paralysis of fear and obligation and take a chance for a more satisfying way of life, the causes of paralysis and obligation were different. For both readings, the first image presented by Joyce that truly caught my attention was that of Eveline leaning against the window curtains, smelling the dusty cretonne and looking out upon a quiet avenue that hadShow MoreRelatedChange: The Seed of Evolution2514 Words   |  11 PagesThe moment when an answer to a question from three weeks ago is suddenly realized is known as an epiphany--a sudden understanding of the nature to an idea or quandary, usually attained through something simple and, sometimes, unassociated (â€Å"Epiphany†). Authors often use this device not only to convey a realization on the part of their character, but also to allude to an internal message (â€Å"Epiphany†). James Joyce employed this device in many of his works in hopes of revealing to his Irish peers the

Foreign Scientists and Their Contribution in Chemistry Free Essays

Antoine Lavoisier was born in the year 1743 to a wealthy family and inherited a huge fortune at the age of five after the demise of his mother. A noble man by profession has contributed a lot in both chemical and biological science. Antoine Lavoisier is the first person to term Oxygen and Hydrogen and also was the first one to establish that sulphur is not a compound but an element. We will write a custom essay sample on Foreign Scientists and Their Contribution in Chemistry or any similar topic only for you Order Now He was the first person to determine that air is a mixture of nitrogen and oxygen. His other contribution includes researches in the field of quantitative chemistry. Amedeo Carlo Avogadro† Amedeo Carlo Avogardro was born in Italy in 1776 and his main contribution was in the field of relative molecular mass. He established the relationship between the masses of different gasses at the same volume and their corresponding molecular weights. His more noted contribution was the Avogadro law where he established the molar particle number to be exactly equal to 6. 022 x 1023. â€Å"Niels Henrik Bohr† Niels Henrik Bohr was born in the year 1885 in Copenhagen to a professor of physiology Christian Bohr. Niels Bohr grew up in an atmosphere conducive for academic brilliance. He contributed in the understanding of the atomic structure and the quantum mechanics related to it. â€Å"Robert Millikan† Robert Millikan the American Physicist was born in 1868 has contributed in the field of photoelectric effect and is more famous for his work on the mass of electron and its charge by the charge oil droplet in an electric field method. This contribution played a vital role in the foundation of chemical studies in later years. â€Å"Ernest Rutherford† Read this Practice Test Chem 105 Ernest Rutherford, the New Zealand born (1871) British scientist contributed a lot in chemical studies by discovering the three radioactive particles alpha (positive), beta (negative) and gamma (neutral) rays by passing a radioactive ray through a magnetic field and then categorizing these according to the deflection by positive plate, negative plate and the ones which went through without deflections. â€Å"J J Thomson† J J Thomson the British scientist born in 1856 is attributed for the discovery of electron and its properties. This atomic particle was discovered when he placed the cathode tube in a magnetic field and found that these particles are negatively charged and that each of these had a mass ratio of 1. 759 E8 coulombs per gram. â€Å"Willam Crookes† William Crookes the British chemist born in 1832 used the vacuum tube made by Heinrich Geisslar to discover cathode rays and hypothesized that there are rays which emanated from the cathode and caused the zinc sulphide to fluoresce which he had used as a coating on one end of the tube. Wilhelm Roentgen the German scientist born in 1895 was the pioneer in producing and detecting the electromagnetic radiation within a range of wavelength better known as X rays. These rays were discovered while he was researching the glow produced by cathode ray tube. â€Å"Marie Curie† Marie Curie the French Polish Chemist – physicists was born in 1867 is the pioneer in radioactivity research. She discovered the radioactive particles Uranium and Thorium and later another couple of elements Polonium and Radium and all within the same Pitchblend. â€Å"Enrico Fermi â€Å" Enrico Fermi the Italian born American scientist in the year 1901 is remembered for his contribution to nuclear fission. This was accomplished when he bombarded the Uranium with neutrons. â€Å"James Chadwick† James Chadwick the British scientist born in 1891is attributed for the discovery of neutron. How to cite Foreign Scientists and Their Contribution in Chemistry, Papers

SWOT Analysis- Marketing Plan for McDonalds Fast Food Chains

Question: Discuss about the Marketing Plan for McDonalds Fast Food Chains. Answer: Introduction McDonalds is one of the largest fast-food chains of the restaurant. Established in 1954, now has around 30,000 outlets in more than 110 countries across the world. McDonalds aims to be the largest fast-food chain of restaurant. But the competition level is quite high. Many top companies like Burger King, Pizza Hut, and KFC are proving to be big competitors of McDonalds. Also, people are getting very health conscious and started avoiding fast-food. For achieving its aim, McDonalds is trying to open its outlets all over the world and come under the reach of the potential customers (Agmon and Sjogren, 2010). McDonalds is planning to introduce a new burger in its menu as to bring some innovativeness to its menu. Burger named Veggie Sin will be targeting the health conscious people as it will be made from wheat flour and organic vegetables. The current situation of the company will be identified with the help of various analyses. After the analysis of current situation the marketing strat egy, objectives of sales, market share, and profit will be determined to frame the market strategies. The appropriate communication channels and proper communication mix is important for a company to promote the new product and achieve its goal (Basu, 2014). SWOT Analysis A market analysis helps a company find its position in the market. How well it can face the competition and its prospects of achieving success while planning a market plan. McDonalds has also taken a market analysis to determine its current situation in the market. SWOT Analysis helps a company to figure out the strengths it has over its competitors and where it lacks. The threats that a company may face and the opportunities for it are analysed (Yurtseven, 2015). The SWOT Analysis for McDonalds is as follows:- Strengths Presence- McDonalds has a worldwide presence which leaves a huge impact on its competitors and creates a brand value. McDonalds has planned its outlets with the aim to come within reach of all types of customers. Market Leader- McDonalds is a market leader in the global market. Its objective of giving quality at a reasonable price makes McDonalds good place to visit for everyone, therefore, it has a big share in the fast-food industry. Economic Growth- McDonalds is facing economic growth for a long-term which acts as an advantage in expanding the company. It gives a financial stability to the company (Kamatchi Subbiah Sukumaran, Chandrasekaran Sivasundaram Anushan and Alamelu and Sampath Thiyagarajan, 2015). Market Segments- with the help of aggressive marketing plans McDonalds captures every targeted market segment. McDonalds decides its targeted customer segment as per the country the outlet is situated in. For example, if McDonalds open its outlet in India then it will aim at vegetarian customer segment as most of the Indians are vegetarian. Brand Value- McDonalds is a well-known name around the world which increases its brand value. Brand value helps in achieving the targets set by the company. Customer Loyalty- McDonalds has loyal customers who prefer to eat in McDonalds only which is one of the most important strengths of McDonalds (Kotler et al., 2013). Weaknesses Expansion- the saturation of the market has made it difficult for McDonalds to plan expansion. The competitors are also making it difficult for McDonalds to expand. Innovation- McDonalds product, menu, and theme of restaurants have not shown any innovativeness from a long time. People may get bored due to it. Limited menu Items- being a fast-food joint McDonalds serves a very limited menu and has very less option that can be a part of McDonalds menu (Klang and Hacklin, 2013). Opportunities Attract customer- McDonalds can work on adding new and innovative services and food items in the menu to attract the customers and to improve the outlet chains. Healthy Food Items- people are getting health conscious which can help in creating a brand new customer segment. Food items that come in a category of healthy food items can be introduced and attract more customers. Global Expansion- there is many places where McDonalds outlets are still not open. It has a huge opportunity to expand its global presence and reach ore customers (Mujtaba and Patel, 2011). Threats Health awareness- people are getting very health conscious thus do not prefer to eat fast-food items. If this awareness spread out more, then it will definitely affect the profits of the company which means a threat to the company. Currency fluctuations- any type of fluctuations in a foreign currency rates can also be a huge threat for the company (Phadermrod, Crowder and Wills, 2016). Objectives and Goals Objectives regarding Sales Volume McDonalds aims at increasing its sales volume by 15% in the coming six months with the help of a new product that is Veggie Sin Burger. The sales volume will be increased because the targeted customers are those who are health conscious and avoid fast-food or junk-food. For them, it will be a tasty and healthy combination of a quick bite (Qureshi and Hassan, 2013). Objectives regarding Profit McDonalds aims at increasing its profit by 10% in coming six months. As the new Burger will be opening a new segment of customers, the aimed profit is sounding reachable. Once the aim is achieved, the company is planning to introduce an organic food section in the already established outlets which will increase the companys profit by 30% (Rodrigues, Nikhil and Jacob, 2016). Objectives regarding Market Share McDonalds at present holds the largest market share of the fast-food industry with around eighty-eight billion US Dollars worth across the globe. After the introduction of the organic food product, Veggie Sin Burger McDonalds expects to increase its market by eight billion dollars in the coming six months with the help of the new customer segment (Yurtseven, 2015). Fig 1: - McDonalds Market Share Across the Globe Source: - image.slidesharecdn.com The Marketing Mix of McDonalds (4 Ps) The marketing mix of a company helps in forming its core marketing system and later helps in achieving companys objectives. The 4 Ps discussed here will help in determining the McDonalds marketing mix. Product- A considerable emphasis is paid at McDonalds in developing the menu as per the likings of the customers. A market research helps in establishing exactly what customer want. Though the demands and likings of customers change with time, McDonalds also bring new items in their menu and discard old ones and will definitely continue to do so. McDonalds take care that the new product does not affect the total sales. McDonalds has a clear idea that different people have different demands that will be affecting the profit cycle. But, innovation is required to survive the competitive market (Dziawgo, 2012). Fig 2: - McDonalds Menu Source: - photos.prnewswire.com Price- The price of any product should be decided in such a way that people should accept it as worth. If the prices are too low, then the customer may have questions regarding the quality of the product, and if priced too high then the worth of the product is questioned (Kotler et al., 2013). McDonalds have two category food products branded core value product which included McVeggie and McChikhen and branded affordable items which include McAloo Tikki. This help in satisfying needs of all types of customers. Veggie Sin will be included in branded affordable products as people who prefer eating organic and health conscious food want quality and taste in their food and they are ready to pay for it (Klimenkova, 2014). Promotion- For introducing a product and creating awareness about it the promotion of that product is necessary. This promotion is known as marketing communication which includes all promotional methods. McDonalds use advertising that includes TV, radio, online, print media, and cinemas. Other promotional methods are merchandising, loyalty schemes, discount coupons, direct mail, and door drops. All these promotional activities have one single aim that is to provide the most effective exposure to the product. For Veggie Sin also same promotional activities will be used to provide exposure to it (Men, 2014). Place- place does not only mean the physical location of the outlets or the products distribution points which in case of McDonalds are spread throughout the world. It includes the whole process of the management and the whole process of bringing the end product to the ultimate customer. The outlets of McDonalds are evenly spread out which make them accessible to the ultimate customers. The drive in and drive thru option increases the accessibility and convenience for the customers (Miettinen and Stenbacka, 2015). The marketing mix includes diversified accesses that help in meeting varied business concerns in the global market. McDonalds has set goals and objectives regarding the sales, profit and market share across the world which is determined with the help of the marketing mix. Marketing mix act as a basis for any objectives needs to be set because it includes the most basic things about any product. For example, marketing mix explains the tactics that a company uses to reach its target customers. Marketing mix applies McDonalds corporate standards globally. The effectiveness of the company in the implementation of its marketing mix added to the out-standing performance of the McDonalds in the global fast-food industry (Muellerleile and Akers, 2015). Promotion Communication Objectives McDonalds is a well-known brand; it has its outlets spread throughout the world. The customer loyalty is very high for McDonalds. With the introduction of Veggie Sin McDonalds aims at reaching a totally different segment of customers who want healthy food. It is very important to communicate its target customer segment the difference between the other burgers that McDonalds serves in its outlets and Veggie Sin. The awareness regarding the health benefits of Veggie Sin and its organic nature has to reach the customers. Then they will ask for that burger. This can be achieved with the help of appropriate communication channels that can help McDonalds to reach its customers. The objective of McDonalds is to reach about one billion people across the world and inform them about the introduction of Veggie Sin and its health benefit and organic nature. Out of these one billion customers, the fifty percent customer segment will include the youngsters. With the help of sales promotion McDonal ds aims to retain its old customers and introduce them with the new menu item (Mujtaba and Patel, 2011). Fig 3: - Communication Cycle Source: - lukasweber425.files.wordpress.com Communication Channels McDonalds has a strong international presence which helps it targeting its customers on a global level. McDonalds spends a huge amount of its hard earned money on the promotion of its brand. Its communication strategies or mix is decided as per the country it is operating in. Like in the India emphasis on vegetarian items are required as most of them there are vegetarians, same for Australia there people love eating non-vegetarian dishes thus, such dishes get focused in the communication strategies of McDonalds (OBarr, 2015). Many different communication platforms are used by McDonalds to promote its product across the world. These promotion channels are decided as per the targeted customer segment like for youth social media is used, for adults and kids television advertisement is used, and for the office segment newspaper advertisement is preferred. Through this segmentation, most of the customer segment get covered (Todorova, 2015). Few communication channels used by McDonalds are as follows:- Advertising- McDonalds spend its maximum budget of advertising into print and media advertising. It attempts to include the factors of creativity and uniqueness of McDonalds marketing strategy into print and media advertising. Though, McDonalds is not able to get the return of interest through advertising with print and media. The profits do not show the targeted goals of the company. The reason behind it can be the type of food served in McDonalds is considered unhealthy which make people chose a different option. Now with the introduction of an organic burger Veggie Sin which is tasty and healthy, McDonalds aims at achieving its targeted profits (O'Barr, 2007). Fig 4:- Newspaper advertisement of McDonalds Source: - files2.coloribus.com Sales Promotion- McDonalds uses another popular promotion technique of communication that is sales promotion. Few very famous sales promotions of McDonalds are free breakfast for few nominated lucky customers through mobile phone, another very famous example of sales promoting idea used by McDonalds is McPick 2 which was a limited period deal where a customer can select many items out of the menu just for 2$. These sales promotion activities were a successful method of communication used by McDonalds in past and will be using again in future for promoting Veggie Sin amongst the targeted customers (Qureshi and Hassan, 2013). Social media- a very famous communication channel to attract the young generation is social media. Advertisement and logos are used in social media for communicating the message that a company wants to give to its customers. It includes all types of promoting actions like the discount offer; free delivery, coupons, and buy one get free options. Currently, young generation is very much aware of their health, so social media will be the best communication channel to introduce Veggie Sin amongst the youngsters. This communication channel includes Facebook, Twitter, YouTube, etc (Reeves, 2014). Fig 5:- Online Promotion of McDonalds Source: - www.dailyherald.com Personal Selling- this communication method is used at the outlets where the employees suggest the regular customers to try the new menu item. This communication channel will not be able to cover the main targeted customer segment as they do not visit the outlets. But still, it will help in creating awareness about the product amongst the existing customers. This is a communication mix that is going to help the company in achieving its target that it has determined regarding the introduction of the new organic burger Veggie Sin. (Schwarz, 2007) Conclusion McDonalds is a very well-known brand that has more than 30,000 outlets spread throughout the world. Like other McDonalds also face competition and has to work on bringing innovativeness in its menu and restaurants to attract the customers and face the competition. To attract the new customer segment of people who are health conscious and do not prefer eating fast-food, for them, McDonalds has brought a new Burger known as Veggie Sin. McDonalds has aimed the health conscious people. Thus, this burger is made of organic products and is totally healthy. For introducing the product the company has taken a market analysis that is SWOT Analysis. Once the current position of the market is determined the company has determined its objectives regarding sales volume, profit and market share that will change with the introduction of the new product. To determine the market strategy the 4 Ps model has been applied to the company which will help in deciding the market strategy by the new product. The communication mix decided to promote the new burger Veggie Sin will help in attaining the communication objective of the company that is to make customer aware of the new product. 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