Final Proposal Paper

Haley- Below is the link for my e-portfolio which I've posted my proposal paper, presentation and reflection on. Please let me know if I need to post my proposal paper on here also. Thank you. And, thanks for everything, I really enjoyed your class.

My Gen Ed ePortfolio:

http://emilyshaweportfolio.weebly.com/

The Pitch

My name is Emily. I am an alcoholic/addict in recovery. Having some experience working in the field I have learned that most alcoholics began drinking in their teens. Statistics show that underage drinkers have an 80% higher chance of becoming alcoholics than those who take their first drink at age 21. It is up to me and other alcoholics/addicts in recovery to educate our parents and children about the risks involved in underage drinking.

Surely most of us who began drinking in our teens remember those “cool” parents who bought us booze. If we were lucky they smoked us out too. I remember believing that my friend had it made. His mom smoked us out on a daily basis and regularly supplied us with a fridge full of beer, granted we paid for it. I respected her for being so nice to all of us. She provided us with a place to go any hour of the day. She became “mom” to me and 9 other kids in the neighborhood who basically lived at her place whenever they could break away from their parents.

We smoked pot, got drunk, did acid, shroomed and spent the night partying from age 13 until most of us had dropped out, became pregnant, got messed up on drugs or married at 18. Fortunately for us, we were lucky no one died while in her care. However, I can’t count how many times I or someone else blacked out or got sick from alcohol poisoning and excessive drug use. Her son, now 31, still lives at home with her and is an alcoholic and cocaine addict. All 9 of us who regularly partied in her home became alcoholics and 7 out of 9 of us became drug addicts. Not until I became sober did I realize she was not as “cool” as I’d once thought. I realized, sadly, how much she’d contributed to the chaos alcohol and drugs have created in my life.

I believe she had a responsibility to her son that she failed to meet. As a parent, that responsibility is now my own. It is up to me to provide a home environment that does not lead my child down a path of self-destruction, misery and pain. For those of us who are alcoholics and addicts in recovery, or those of us who are adult children of alcoholics, it is up to us to set up new expectations of ourselves.

Members of twelve step groups around the nation are working together to educate pre-teens and their parents of how “uncool” it is to drink or do drugs with adults. Flyers are being printed and distributed and assemblies are being held to discuss this subject. Alcoholics are sharing their stories about where they started and where they ended up, in part, due to the negative influence they had in childhood.

Our hope is that teens will consider, even if briefly, the many risks involved in underage drinking. We want them to recognize that adults who provide or allow their use do not have their best interests in mind. In fact, oftentimes, their motives are quite selfish and can lead to severe consequences such as abuse, victimization and rape. Of course there are severe consequences for adults who allow underage drinking such as legal problems and being responsible for over-doses.  

The costs of educating parents and teens are minimal. AA, CA and NA are non-profit organizations that provide us with numerous volunteers who are willing to share their stories. Also, treatment centers across the nation have employees and counselors who volunteer their time. The major expenses involved are the flyers, brochures and employees who coordinate the assemblies. Approximately $250,000 per year is spent on these costs. These expenses are largely funded by donations given during assemblies. The costs are minimal and the rewards immeasurable.          

1776

  

1776

November 4, 2010

Emily Shaw

Professor Stokes

English 2010

1776

            In class we watched the musical 1776 in order to decide if The Declaration of Independence was a proposal. It was definitely a proposal instigated mainly by John Adams. The reason the final Declaration of Independence is a proposal is because it clearly defines the problems at hand and offers a plan for solving these problems.

            According to the musical, 1776, John Adams demonstrates there is a problem by speaking up in Congress, often abruptly and headstrong. He describes the problems, such as crippling taxes, repression, abolished rights, and the invasion of British militia. He uses these examples to support his claim that the problems are significant and something must be done about them. He proposes to fix all of these problems by declaring independence from Great Britain. Adams and others who supported his proposal believed that in order to be free to govern as they choose and stop the injustices, they must unite and form their own country.  

The advantages and disadvantages of this proposal are clearly discussed. One major advantage is that a new nation would be created. In the proposal, The Declaration of Independence, it would be a nation in which, “all men are created equal (Congress, 1776).” Another advantage is that these people would have more of a voice in government with liberties that allowed them to pursue a life of happiness. Major advantages were that Great Britain would no longer be allowed to govern the colonies. British injustices such as taxes and forceful military actions would not be tolerated any longer.

Despite the advantages, there were also many disadvantages. Although the colonists had come to the states in search for a better life, many of them were still faithful to their home land. In fact, some members of Congress believed Adams talk of independence was committing treason against Great Britain and they were not happy about it. I believe the biggest obstacle in Congress, and a major disadvantage of the proposal for independence, were the risks involved. Great Britain was a large country with a strong military in comparison to the colonies troops. It would take an enormous commitment and willingness from the colonists to risk standing against British forces if they were to retaliate.

Another major problem encountered by Adams and his supporters was the issue of slavery. The South would not support the Declaration of Independence because of the threat it had to their slave trade. Adams and other members were frustrated and did not want to amend the Declaration to allow slavery because it went against everything the proposal was about, “life, liberty and the pursuit of happiness (Congress, 1776)”. After much debate on this issue, particularly with South Carolina, it was clear that the South would not support independence without protecting slavery. Therefore, in order to declare independence from Great Britain, slavery was not abolished.  

The Declaration of Independence, while not able to address equality for all people, was a very effective proposal. And, obviously, one that has shaped the success of our country today. It defined and provided evidence of the major problems with Great Britain at the time. It presented a solution, independence, in order to address the problems. It touched on the costs and benefits involved and highlighted how the future would be affected if the proposal were put into action. Most notably, it thoroughly and effectively used pathos, ethos, and logos to draw in the support of Congress. In sum, The Declaration of Independence is a fine example of a well-written proposal.   

      

Works Cited

Congress, (1776, July 4). Declaration of Independence. Retrieved November 4, 2010, from www.constitution.org: http://www.constitution.org/usdeclar.pdf

Final Evaluation Paper-Scholastic Book Orders

 Evaluation of Scholastic Book Orders

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

Scholastic Books

Each year companies spend millions of dollars producing catalogs in order to sell their merchandise. Thousands and thousands of catalogs sell items such as crafts, party supplies, home goods, furniture, clothing, flooring, flowers, toys and much, much more. Because of the expenses involved in producing and distributing these catalogs it is important that companies use effective marketing techniques. Thus, effective catalogs require much consideration. Criteria to consider when creating effective catalogs are; the audience, design, distribution, selection, and ease of ordering.

Audience

In order to be successful a company must know who their audience is. They must be confident that their audience is likely to order through a catalog. They must determine how large or small their audience is in order to get an accurate count on how many catalogs to print. The audience must be kept in mind at all times as catalogs are created and distributed to ensure that the audience will be reached and impressed. The goal is to sell to the audience. To accomplish this goal the catalogs must be delivered to an audience that will want the products being sold.   

Design

An effective design is crucial because it grabs the consumer’s attention and increases the likelihood of selling products. Designing a catalog that includes pictures, graphics, colors, multiple font types and sizes, backgrounds, columns, order, and impressive first and last pages will appeal to reader’s eyes. In contrast, a catalog that is black and white, has small font sizes, few pictures and has the same format from page to page will likely deter a reader. A creative design is essential if you want consumers to open your catalog. Especially in today’s world of online shopping, catalogs must be creative enough to spark an interest in readers who’d rather surf the Internet than read through a magazine. At the same time, costs must be considered.

Distribution

Distribution is the process of delivering the printed catalogs to the public. It involves how the catalogs will be distributed, when the catalogs will be distributed, where they will be distributed, and to whom they’ll be distributed. Without successful distribution products will not sell. Therefore, it is imperative to find the most effective strategies and ways of reaching the target audience. Timeliness is key. For instance, if a catalog is selling Halloween products it is critical that the company distributes the magazine well in advance of Halloween. Cost-effectiveness must be considered during distribution to ensure that expenses do not exceed gains.

Selection

Selection is a huge component of an effective catalog. According to Fred D. Reynolds in An Analysis of Catalog Buying Behavior, “during the early years of catalog retailing, price, return privileges and selections are believed to have provided the foundation for the diffusion of this retailing innovation (Reynolds, July 1974).” The article continued saying, “This study suggests that selection continues as a primary appeal (Reynolds, July 1974).”

Products listed should be products that will sell. Companies should examine the prices, quality, popularity, and variety of their products. They should select items that will appeal to a large majority of their audience. While popularity is important, consumers often vary greatly and thus it can be effective to offer products that vary as well. The bigger the selection, the higher the chances that a consumer will find something they want.

Ease of Ordering

In order to sell products it is imperative that ordering through your catalog is easy. If a consumer finds it difficult to order through your catalog chances are high that they will either not complete their purchase or will refuse to order from you in the future. Offering multiple ways of ordering (i.e. online, by phone and mail in) is the best way to ensure that all consumers can order what they want with ease. Products must be easy to order and obtain in a timely, reliable manner.     

Scholastic Book Orders

I have chosen one company in particular, Scholastic Books, to determine the effectiveness of their book orders (which are essentially catalogs) in selling their products. These book orders are full of books and other items for children. Scholastic was founded in 1920 by M.R. “Robbie” Robinson (Scholastic Inc.). They are a global leader in children’s brands and distribution, with more than 9,500 employees worldwide and over $2 billion in revenues (Scholastic Inc.). 

Audience for Scholastic Book Orders

All of the items sold in Scholastic book orders are for children. With this in mind, Scholastic must consider the wants, needs and expectations of children. With such a large audience it is important that they implement enough variety to accommodate the diversity of children in this country, which they definitely do. They offer a wide variety of books and products that are exactly what kids want and love. Although parents are usually required to make a purchase, Scholastic book orders sell directly to their audience, the children. In Reynold’s 1974 article he states that, “catalog buying is more pronounced in families with children under twelve years of age (Reynolds, July 1974).” If this statistic is still true today, targeting children with catalogs seems an effective strategy.

Design of Scholastic Book Orders

Scholastic book orders are constructed of lightweight paper and are usually four to six, double-sided pages long. This design reduces paper and costs. Every item cataloged includes a picture, description, price and savings. This makes the catalog easy for the child to scan through quickly and find what most appeals to him or her. Items are in full color with many colorful backgrounds and shapes which emphasize products. Many font sizes and types are used. Labels are used to highlight information such as deals and new items. No page has exactly the same design. Therefore, each page is interesting but not too overwhelming. There is no cover page. The order form is included on half of the last page of the catalog. Scholastic book orders are very well designed. They are designed so effectively that readers will want to look at each and every item before making their selection.

Distribution of Scholastic Book Orders

Most parents are probably aware of Scholastic book orders because they are sent home with children from many schools across the country. Scholastic reaches most, if not all of their targeted audience, children, by distributing directly to schools. Distributing book orders in this way is a very wise tactic. Before a parent even sees the book order a child has the opportunity to scan through it and circle any desired items. Then, the only task at hand is to go home and plead with parents to submit to their desires. What parent doesn’t want to make their child happy for a few bucks? While not all would agree that marketing to children is appropriate or ethical, it works amazingly well. Not to mention, distributing book orders and products directly to schools is extremely cost-effective. It saves Scholastic the huge burden and extremely high expense of responding to returned shipping due to bad addresses.

Selection in Scholastic Book Orders

There is an extensive selection within every book order Scholastic creates. And generally, three monthly editions of book orders are sent home at a time, giving children a lot more options. The book orders accommodate a large audience by offering products for ages pre-Kindergarten to junior high. Books sold cover all genres of reading material. Readers will find the newest, most popular books as well as the oldest, greatest classics. While the majority of products are books other items are sold too. Many educational products are sold for subjects such as English, science, math and history.

Included with many books are miscellaneous products such as jewelry, c.d’s, pencils, posters, book lights, key chains, and stamps. These products appeal to children making ordering books more fun and desirable. Other products listed include video games, arts and crafts, board games, journals, mp3 players and rock kits. Scholastic book orders also refer consumers to their website where they can find thousands of additional titles. Not only is there a large selection of products but low prices make them affordable for anyone. Books start as low as $1.00.

Ease of Ordering Scholastic Book Products

Scholastic has made ordering from their book orders extremely easy. One way is for parents to return the order form and a check written to Scholastic Book Clubs to the child’s teacher. In recent years Scholastic has integrated a second way to order and pay, online by credit card. This process is easy, fast, secure and convenient. Parents simply go to the web address and register one time with a class activation code given to them by their child’s teacher. They then can select any products they want from the book orders plus choose from thousands more on the website. Four major credit cards can be used as payment. Once parents place their order it is sent to their child’s teacher so that books will be distributed to the child’s school. Teachers prefer parents order online because it saves them work and earns the classroom a free book.

Integration of Scholastic’s Online Catalog

The book orders are an effective way of selling products. They also work as a great marketing tool to attract customers to Scholastic’s online catalog. The integration of the online catalog appears to be exceptionally profitable. It enables the company to easily and cost-effectively sell more products. Like the book orders, the website is colorful and well designed. The products are described in detail and pictures are displayed. Prices and savings are highlighted to promote sales. The website is user friendly making it easy for parents and children to navigate and order online. Overall, the integration of the online catalog with the paper book orders is ingenious. The well-designed book orders are an economical way to attract young readers who look forward to receiving them. While the online catalog increases profits by offering a much larger selection of items.   

Conclusion

Scholastic book orders are exceptionally effective catalogs for selling merchandise. Clearly, the audience (children) is considered at all times when the book orders are being produced and distributed. The catalogs are easy to read and designed in a way that catches the consumer’s eyes immediately. They are distributed strategically and effectively in order to reach the intended audience. The wide price range and large selection make it possible for almost anyone to make a purchase. Ordering is simple and products are delivered with ease. Ultimately, scholastic book orders demonstrate catalog marketing at its best. 

References

Reynolds, F. D. (July 1974). An Analysis of Catalog Buying Behavior. Journal of Marketing, Vol. 38 , 47-51.

Scholastic Inc. (n.d.). People and History Helping All Children to Read. Retrieved October 13, 2010, from Scholastic Books: http://www.scholastic.com/aboutscholastic/peoplehistory.htm

EC Analysis of Top Gear

Top Gear Analysis

Emily Shaw

Professor Stokes

English 2010

Top Gear Analysis

In today's episode of Top Gear the guys were evaluating three old worn-out cars. Richard test drove and evaluated a Rover SD-1,  Jeremy a Jolley Sprint and James a 1978 Austin Princess. The evaluations were quite humorous incorporating several bizarre tests to determine durability and mechanical stability of these old clunkers. 

The 1978 British Austin Princess was by far the winner of the three. However, the validity of  the results is questionable because the tests were so random. One test, however, to monitor the hand brake seemed to be very effective. The cars were parked uphill and the hand breaks were pulled to see how well the cars would stay. The Princess did not roll back at all indicating an effective hand break while the Jolley Sprint rolled all the way down the hill immediately, indicating a complete failure of the hand break. In another test the cars were filled with water. The goal was to get as far as possible before the water level got below the steering wheel. The Princess again took the lead accomplishing 4,500 yards while the Sprint only went 10 yards and the Rover 1,500. This would speak volumes to how much weight the cars could hold and still accelerate. However, the holes in the Rover caused the water to leak out so fast the test could not be trustworthy to determine anything other than how airtight the vehicles were. Another test was to measure how well the cars handled vibration. Well, they all failed miserably. But this test didn't appear to be trustworthy in determining how smoothly the cars drove because regardless of the make/model the condition of any car could vary depending on how well kept it has been. 

Overall, the evaluation was not a matter of which car was truly a better vehicle. But more a competition to determine which car is the least clunkiest of these clunkers. It was extremely entertaining and fun but not a great evaluation to determine the best of the three.  

3rd Draft Evaluation Paper

 Evaluation Paper

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

Scholastic Books

Each year companies spend millions of dollars producing catalogs in order to sell their merchandise. There are thousands and thousands of catalogs that sell items such as crafts, party supplies, home goods, furniture, clothing, flooring, flowers, toys and much, much more. Because of the expenses involved in producing and distributing these catalogs it is important that companies use effective marketing techniques. Thus, effective catalogs require much consideration. Criteria to consider when creating effective catalogs are; the audience, design, distribution, selection, and ease of ordering.

Audience

In order to be successful a company must know who their audience is. They must be confident that their audience is likely to order through a catalog. They must determine how large or small their audience is in order to get an accurate count on how many catalogs to print. The audience must be kept in mind at all times as catalogs are created and distributed to ensure that the audience will be reached and impressed. The goal is to sell to the audience. To accomplish this goal the catalogs must be delivered to an audience that will want the products being sold.   

Design

An effective design is crucial because it grabs the consumer’s attention and increases the likelihood of selling products. Designing a catalog that includes pictures, graphics, colors, multiple font types and sizes, backgrounds, columns, order, and impressive first and last pages will appeal to reader’s eyes. In contrast, a catalog that is black and white, has small font sizes, few pictures and has the same format from page to page will likely deter a reader. A creative design is essential if you want consumers to open your catalog. Especially in today’s world of online shopping, catalogs must be creative enough to spark an interest in readers who’d rather surf the Internet than read through a magazine. At the same time, costs must be considered.

Distribution

Distribution is the process of delivering the printed catalogs to the public. It involves how the catalogs will be distributed, when the catalogs will be distributed, where they will be distributed, and to whom they’ll be distributed. Without successful distribution products will not sell. Therefore, it is imperative to find the most effective strategies and ways of reaching the target audience. Timeliness is key. For instance, if a catalog is selling Halloween products it is critical that the company distributes the magazine well in advance of Halloween. Cost-effectiveness must be considered during distribution to ensure that expenses do not exceed gains.

Selection

Selection is a huge component of an effective catalog. Products listed should be products that will sell. Companies should examine the prices, quality, popularity, and variety of their products. They should select items that will appeal to a large majority of their audience. While popularity is important, consumers often vary greatly and thus it can be effective to offer products that vary as well. The bigger the selection, the higher the chances that a consumer will find something they want.

Ease of Ordering

In order to sell products it is imperative that ordering through your catalog is easy. If a consumer finds it difficult to order through your catalog chances are high that they will either not complete their purchase or will refuse to order from you in the future. Offering multiple ways of ordering (i.e. online, by phone and mail in) is the best way to ensure that all consumers can order what they want with ease. Products must be easy to order and obtain in a timely, reliable manner.     

Scholastic Book Orders

I have chosen one company in particular, Scholastic Books, to determine the effectiveness of their book orders (which are essentially catalogs) in selling their products. These book orders are full of books and other items for children. Scholastic was founded in 1920 by M.R. “Robbie” Robinson (Scholastic Inc.). They are a global leader in children’s brands and distribution, with more than 9,500 employees worldwide and over $2 billion in revenues (Scholastic Inc.). 

Audience for Scholastic Book Orders

All of the items sold in Scholastic book orders are for children. With this in mind, Scholastic must consider the wants, needs and expectations of children. With such a large audience it is important that they implement enough variety to accommodate the diversity of children in this country, which they definitely do. They offer a wide variety of books and products that are exactly what kids want and love. Although parents are usually required to make a purchase, Scholastic book orders sell directly to their audience, the children.

Design of Scholastic Book Orders

Scholastic book orders are constructed of lightweight paper and are usually four to six, double-sided pages long. This design reduces paper and costs. Every item cataloged includes a picture, description, price and savings. This makes the catalog easy for the child to scan through quickly and find what most appeals to him or her. Items are in full color with many colorful backgrounds and shapes which emphasize products. Many font sizes and types are used. Labels are used to highlight information such as deals and new items. No page has exactly the same design. Therefore, each page is interesting but not too overwhelming. There is no cover page. The order form is included on half of the last page of the catalog. Scholastic book orders are very well designed. They are designed so effectively that readers will want to look at each and every item before making their selection.

Distribution of Scholastic Book Orders

Most parents are probably aware of Scholastic book orders because they are sent home with children from many schools across the country. Scholastic reaches most, if not all of their targeted audience, children, by distributing directly to schools. Distributing book orders in this way is a very wise tactic. Before a parent even sees the book order a child has the opportunity to scan through it and circle any desired items. Then, the only task at hand is to go home and plead with parents to submit to their desires. What parent doesn’t want to make their child happy for a few bucks? While not all would agree that marketing to children is appropriate or ethical, it works amazingly well. Not to mention, distributing book orders and products directly to schools is extremely cost-effective. It saves Scholastic the huge burden and extremely high expense of responding to returned shipping due to bad addresses.

Selection in Scholastic Book Orders

There is an extensive selection within every book order Scholastic creates. And generally, three monthly editions of book orders are sent home at a time, giving children a lot more options. The book orders accommodate a large audience by offering products for ages pre-Kindergarten to junior high. Books sold cover all genres of reading material. Readers will find the newest, most popular books as well as the oldest, greatest classics. While the majority of products are books other items are sold too. Many educational products are sold for subjects such as English, science, math and history.

Included with many books are miscellaneous products such as jewelry, c.d.’s, pencils, posters, book lights, key chains, and stamps. These products appeal to children making ordering books more fun and desirable. Other products listed include video games, arts and crafts, board games, journals, mp3 players and rock kits. Scholastic book orders also refer consumers to their website where they can find thousands of additional titles. Not only is there a large selection of products but low prices make them affordable for anyone. Books start as low as $1.00.

Ease of Ordering Scholastic Book Products

Scholastic has made ordering from their book orders extremely easy. One way is for parents to return the order form and a check written to Scholastic Book Clubs to the child’s teacher. In recent years Scholastic has integrated a second way to order and pay, online with a credit card. This process is easy, fast, secure and convenient. Parents simply go to the web address and register one time with a class activation code given to them by their child’s teacher. They then can select any products they want from the book orders plus choose from thousands more on the website. Once parents place their order it is sent to their child’s teacher so that books will be distributed to the child’s school. Teachers prefer parents order online because it saves them work and earns the classroom a free book.

Integration of Scholastic’s Online Catalog

The book orders are an effective way of selling products. They also work as a great marketing tool to attract customers to Scholastic’s online catalog. The integration of the online catalog appears to be exceptionally profitable. It enables the company to easily and cost-effectively sell more products. Like the book orders, the website is colorful and well designed. The products are described in detail and pictures are displayed. Prices and savings are highlighted to promote sales. The website is user friendly making it easy for parents and children to navigate and order online. Overall, the integration of the online catalog with the paper book orders is ingenious. The well-designed book orders are an economical way to attract young readers who look forward to receiving them. While the online catalog increases profits by offering a much larger selection of items.   

Conclusion

Scholastic book orders are exceptionally effective catalogs for selling merchandise. Clearly, the audience (children) is considered at all times when the book orders are being produced and distributed. The catalogs are easy to read and designed in a way that catches the consumer’s eyes immediately. They are distributed strategically and effectively in order to reach the intended audience. The wide price range and large selection make it possible for almost anyone to make a purchase. Ordering is simple and products are delivered with ease. Ultimately, scholastic book orders demonstrate catalog marketing at its best. 

References

Scholastic Inc. (n.d.). People and History Helping All Children to Read. Retrieved October 13, 2010, from Scholastic Books: http://www.scholastic.com/aboutscholastic/peoplehistory.htm

Evaluation Draft

Evaluation Paper

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

Scholastic Books

Each year thousands of companies invest millions of dollars producing catalogs and magazines as a tool to sell merchandise. There are thousands and thousands of catalogs that sell items such as crafts, party supplies, home goods, furniture, clothing, flooring, flowers, toys and much, much more. Because of the expense in producing these catalogs it is important that companies use effective marketing techniques in order to maximize the profits. Effective catalogs require much consideration. Criteria to consider when evaluating effective catalogs are; the audience, design, distribution, selection, and ease of ordering.

Audience

A company must know who their audience is and if they are likely to order through a catalog. They must determine how large or small their audience is in order to determine how many catalogs to print. The audience must be kept in mind at all times as catalogs are created and distributed to ensure that the audience will be reached and impressed.  

Design

An effective design is crucial because it grabs the consumer’s attention and increases the likelihood of selling products. Designing a catalog that includes pictures, graphics, colors, multiple font types and sizes, backgrounds, columns, order, and impressive first and last pages will appeal to reader’s eyes. In contrast, a catalog that is black and white, has small font sizes, few pictures and has the same format from page to page will likely deter a reader. Creative designs are necessary; yet, costs must be considered.    

Distribution

Distribution involves the how, where, and to whom the printed catalogs will be delivered to the public. Without successful distribution products will not sell. Therefore, it is imperative to find the most effective strategies and ways of reaching the target audience. Again, cost-effectiveness must be considered so that expenses do not exceed gains.

Selection

Selection is a major component to the effectiveness of selling products in catalogs. Companies should determine the selection by considering the audience, price, quality, popularity, and variety. Consumers often vary greatly and thus it can be effective to offer products that vary as well. The bigger the selection, the higher the chances that a consumer will find something they want.

Ease of Ordering

When producing catalogs the point is to sell products. Thus, the ease of ordering is crucial. If a consumer finds it difficult to order through your catalog chances are that they will either not complete their purchase or not order in the future. Offering multiple ways of ordering, (ie online, by phone and mail in) is the best way to ensure that all consumers can order what they want with ease. Products must be easy to order and easy to obtain in a timely, reliable manner.      

Scholastic Book Orders

I have chosen one company in particular, Scholastic Books, to determine the effectiveness of their book orders (which are essentially catalogs) in selling their products. These book orders are full of books and other items for children. Scholastic was founded in 1920 by M.R. “Robbie” Robinson (Scholastic Inc.). They are a global leader in children’s brands and distribution, with more than 9,500 employees worldwide and over $2 billion in revenues (Scholastic Inc.). 

Audience for Scholastic Book Orders

All of the merchandise listed in Scholastic book orders are applicable to children. With this in mind, Scholastic must consider the wants, needs and expectations of children. With such a large audience it is important that they implement enough variety to accommodate the diversity of children in this country. Reaching this audience is important too.  

Design of Scholastic Book Orders

Schlastic book orders are constructed of lightweight paper and are usually about 4 to 6 double-sided pages long, reducing paper and costs. Every item cataloged includes a picture, description, price and savings. This makes the catalog easy to scan through quickly and find what appeals to the consumer. Items are in full color with many colorful backgrounds and shapes to emphasize products. There are many font types and sizes used. Labels are used to highlight information such as deals and new items. No page has exactly the same design. Each page is, therefore, interesting but not too overwhelming. There is no cover page. The order form is included on half of the last page of the catalog.

Distribution of Scholastic Book Orders

Most parents are probably aware of Scholastic book orders because they are brought home by children in many schools across the country. Distributing book orders in this way is a very wise tactic. Scholastic reaches all of their targeted audience, children, by distributing to schools. Before a parent even sees the book order a child has the opportunity to scan through and circle any desired items. Then, the only task at hand is to go home and plead with parents to submit to their desires. What parent doesn’t want to make their child happy for a few bucks? In addition, for every order purchased online the classroom gets a free book. While not all would agree that marketing to children is appropriate or ethical, it works amazingly well.

Selection in Scholastic Book Orders

There is an extensive selection within every book order Scholastic creates. And generally, three monthly editions of Scholastic book orders are sent home at a time which gives kids a lot more options. The book orders accommodate a large audience by offering products for ages pre-Kindergarten to junior high. Books sold cover all genres of reading material. Readers will find the most popular books of today to many old classics. While the majority of products are books other items are sold too. Many educational products such as phonics, English, science, math and history are listed. Included with many books are miscellaneous products that appeal to children. Items such as jewelry, cds, pencils, posters, book lights, key chains, and stamps make ordering books more fun and desirable. Other products sold that attract children are video games, arts and crafts, board games, journals, mp3 players and rock kits. Catalogs also refer to the website for thousands of titles more than what is listed. Not only is there a large selection of products, but low prices make them affordable for anyone. Books start as low as $1.00 but there are sets that cost much more.

Ease of Ordering Scholastic Book Products

Scholastic offers two ways of ordering their products. Parents can order online by using their credit card or pay pal?? Or children can return the order form and a check to the child’s teacher to send in. Unfortunately there is no way to phone in an order which would be beneficial for people who do not have the internet or checks. Books are always mailed to the child’s school which makes it very convenient if a parent does not want to worry about it once the order is placed. However, if there is a mistake and a teacher overlooks it the parents may not be made aware either unless the child notices. If made aware, the parents must inform and handle the problem through the school they ordered through. This can be a much bigger pain than contacting the company directly.

Conclusion

Overall, Scholastic book orders are a very effective way of selling their merchandise. Clearly, the audience is considered at all times when the book orders are created. They are well designed to emphasize products and catch the consumer’s eyes immediately. They are distributed in a way that is easy, quick and reaches the intended audience. There is an enormous selection allowing almost any buyer to make a purchase. Lastly, ordering can be done with very little effort on the consumers part and the books purchased are delivered with ease. Scholastic book orders demonstrate catalog marketing at its best.  

References

Scholastic Inc. (n.d.). People and History Helping All Children to Read. Retrieved October 13, 2010, from Scholastic Books: http://www.scholastic.com/aboutscholastic/peoplehistory.htm

The Slam

The Slam 

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

 $5,000 Pans

http://americraftcookware.com/Default.aspx

At a local Home and Garden Show a chef was giving a demonstration of Americraft pans. A chef in disguise, that is. He was a trained salesman delivering a sales pitch that I, being the sucker that I am mistakenly fell for. As this man in the white hat prepared meals I sat in awe as he promoted and demonstrated the ease of his pans, knives and other kitchen tools. My partner and our moms sat hypnotized by his impressible sales pitch and learned all of the reasons why we needed this cooking set.

What should one expect from a pan? Until this day I had never considered the many criteria for evaluating a pan. Surely a good pan is one that does not burn food. It should be easy to use and easy to clean. It should be made of non-toxic materials, be sturdy and durable and not scratch easily. It should have handles and knobs that do not fall off. A good pan is like a friend. You want them in your home because they make your life easier, more satisfying, and you know they are dependable.

As I watched this presentation I heard all of these criteria being met and more. The chef prepared meals in minutes, slicing vegetables instantaneously with a slicer and stacking pans to cook multiple foods on one burner! He emphasized and demonstrated how healthy one would be after using these pans because no oil, no butter, no fat at all was needed because the food will not stick. The pans were waterless. We sampled food that was perfectly cooked and tasted amazingly flavorful, without additives or being depleted of vitamins. Who doesn’t want a pan that will cook tasty meals with ease, in half the time, be easy to clean and promote health? To make a good thing even better they never need replacing. They are constructed of 7-layers containing stainless steel, aluminum alloy and magnetic steel. And if they do need replacing they have a lifetime warranty. What more could you ask for in a pan?

Only one problem…at the very end of the presentation the prices were revealed. Ouch! Just hearing the prices put me in a state of shock. And then the deals…the incredible “deals” of buying them in sets. The more you buy the more stuff you get for “free”. Although hypnotized and entirely irrational the price scared me enough to be resistant. My conscious was screaming at me to tell the man to get real. And then the intense moment came when my partner turned to me and asked what I thought.

It pained me to see the high price of a solution to a healthier diet and an answer to her weight problems, which she had been looking for. But what about the high price of health problems if she didn’t lose weight? All the diseases discussed during his presentation had me believing we would be dying any moment due to our poor eating habits. And what I wouldn’t give for fast, easy, home-cooked meals. How could I say no? But, how could I say yes? These pans had a price tag of almost $5000.00 for 4 pans! Although, we were promised a “free” skillet, veggie slicer and two knifes if purchased within five minutes. Filled with anxiety I wanted to crawl under the crowd surrounding me and escape from the pressure that was wearing me to exhaustion. Pressure, anxiety, fear, aaaahhhh!!

With both our moms present I was waiting for my mom to do what she always does and say, “No way, absolutely not. Never do anything on impulse”. But she did not say a word. Looking back I wonder if she too was hypnotized. And so, the sucker that I am, I made a regretful decision. I handed over my credit card and ordered the almost $5000.00 pans. But I was justified, right? We were on our way to a healthier, less-stressful lifestyle. I was saving our lives. What a crock!

About four weeks later when our packages arrived I was still uneasy. Staring down at the two medium sized boxes I was mortified. What small boxes for such big promises. “They must have forgotten something,” surely. We checked each item off the included order form we’d signed but they’d not given us during purchase. And we did, indeed, have all of our items. We were now proud owners of a beautiful, shiny set of four pans with lids and of course our free skillet, veggie slicer, and two knives.

Our love for these pans did not truly fail us until we decided to actually use them. Despite numerous attempts to create a water tight seal by keeping our stove at the right temperature as instructed, time after time our food either burns or takes 3 times longer than our old pans. We called to complain and were told to watch the dvd included on how to use them. We did, which did not help much. How great are pans that need an instruction manual to use them anyhow? Our excitement at the idea of cooking faster, easier, healthier meals without adding fats flew completely out the window.

Cleaning the pans is another story. When the pans do burn food onto them they are the hardest pans I’ve ever cleaned. Cameo (aluminum and stainless steel cleaner) must be used. And it is not as easy as apply and wipe off with a sponge or wash cloth as we were demonstrated and promised. It must soak for a long time in this cleaner and even then it is a nightmare and requires scrubbing intensely. With much frustration we called and asked if we could return our purchase. We assumed we could return them being we’d paid almost $5,000.00 for pans that did nothing but frustrate us. We were wrong. They informed us that we could only return them if they had not been used. What? How were we to know we didn’t like the pans without ever trying them first?

While these pans are sturdy, durable and shiny they are far from desirable. Rather than providing us with a tool to healthier eating, they provide us with a reason to eat out and avoid cooking. Not only are they frustrating to cook with, they are a pain to clean. When I do cook at home I use my old pans half the time to speed up the process of a quick meal. The veggie cutter is worthless, cutting only certain foods. I do have to say we’ve enjoyed our “free” skillet and two knives and have no complaints with them. Overall, for the money we invested in these pans we could have purchased a new set each year of cookware that actually makes cooking easier. Every time I look at pans I get a surge of anger rush through me. So much for quick, so much for easy, so much for healthy, so much for that car I was saving up for!  

http://americraftcookware.com/Default.aspx

Analysis of Top Gear

Analysis of Top Gear

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

 Analysis of Top Gear

Top Gear is a British game show that evaluates cars. The host, Jeremy, discusses different cars and ranks them according to different criteria, with the assistance of Richard and James. The host seems knowledgeable and trustworthy because he not only obtains a lot of research and statistics on the vehicles he evaluates but he tests the cars out himself. He is very knowledgeable about the cars he drives. He evaluates not only the engine size and horse power but all of the components that make up a car.

At the beginning of the episode Jeremy reviews a Fiat 500. He describes it as a “small, fast, genuinely good car” (Top Gear, Season 12, Episode 2 ). The Fiat 500 engine is a 1.4 Liter, with 135 horse power. It drives up to 130 miles per hour. It has leather seats and a fancy red/white leather steering wheel, and looks like a car from the 60’s (referring to a VW bug). It is fast, has turbo boost, takes corners well, is front wheel drive, is economical, and makes him feel happy. After evaluating all of the criteria he gave it a great review.

After watching Jeremy review the Fiat 500 it became clear what his main criteria in evaluating cars is. He reviews their speed, how well they handle turns, the engine size and sound, the inside and outside appearance, the quality of materials used, the economical factors such as price, the mechanical components such as transmission and shifting, the smoothness of the ride, and the amenities and comfort inside the vehicle. The criteria he uses is very clear and appropriate because as he evaluates each car he considers the many variables that should be considered in order to rank the overall quality of the vehicles.

The show continues on to evaluate three American muscle cars. Jeremy, James and Richard travel to the United States to evaluate these cars as they drive them from San Francisco to the Bonneville Flats in Utah. They have come to test out a Corvette ZR1, a Cadillac CTSV and a Dodge Challenger. The way the men first encounter these cars with skepticism and unfamiliarity it is clear that these British guys are in for a new experience. The men make this trip “factual” but it is clearly entertaining to see how much fun these men have as they evaluate these cars and their efficiency through different terrain.

Jeremy drives the Corvette ZR1. He is skeptic at first due to the plastic and feels it’s too “gaspy” (Top Gear, Season 12, Episode 2 ). However, he begins to like it due to the surprise of power and speed it has. He speeds around turns and becomes like a fearless, excited child, extremely happy. As he continues to drive it he realizes it is extremely comfortable; spacious with a great stereo and air conditioning. He finds it has incredible handling and is great around corners, more like a sports car than a muscle car.

James drives the Cadillac. He is not impressed in the beginning, complaining for a long time about the fact that a luxury car is not supposed to be a muscle car. He feels the 6.2 Liter, V8 engine is unnecessary. He doesn’t seem to change his mind until the terrain becomes mountainous. At this point he is surprised at the car’s limited slip differentials. He becomes excited about how well it remained planted on the road and rounded corners. He was so impressed he sped up and passed Jeremy. This is the point it appeared he started loving it.   

Richard drives the Dodge Challenger. He bought the vehicle himself rather than borrowing it like the other two. I thought this may have contributed to his immediate satisfaction with the car. While the other guys were describing the outside of the vehicles and seemed skeptic of the flashiness, Richard said he liked the look of them, especially his. He said he fit right in with Americans. He was even chewing gum which he said he never did. He said he felt “cooler” (Top Gear, Season 12, Episode 2 ) in the car. He loved the loud sound of the engine, describing it as able to start earthquakes. He also loved the speed of the V8.   

Top Gear demonstrated that the rankings were not based on personal preference by thoroughly evaluating the quality of the many components of each car. They used facts about each car to make an assessment rather than merely opinions. For instance, when reviewing the Fiat 500, Jeremy noted how it had been upgraded from previous versions of the car which had seat and engine cooling problems. These facts helped to support their rankings.

The main criticisms of the cars evaluated were that they were not as well made as the men would have thought. They were built with a lot of plastic instead of real carbon fiber. Other criticisms were present at first such as unnecessary engine size and speed. However, by the end of the evaluation all three men were in love with their cars. As the men test drove these vehicles the editing and visual elements of the camera crew added to the energy and supported their evaluations. Examples of this were using side shots as the cars sped by, inside car shots showing excitement of drivers, pausing revealing anticipation, and tires spinning with salt flying adding to the intensity of the speed. I thought these visual effects definitely sold the audience on the power, enjoyment and thrill these cars provide. By the time the show was over I was wishing I had a Dodge Challenger.

References

Top Gear (Season 12, Episode 2 ). [Motion Picture].

Final Position Paper-Underage Drinking

Parental Influence in Underage Drinking

Emily Shaw

Salt Lake Community College

Professor Stokes

English 2010

 Parental Influence in Underage Drinking

Alcohol and drug use and abuse are major problems in the United States. According to the Centers for Disease Control and Prevention (CDC), “Alcohol is the most commonly used and abused drug among youth in the United States, more than tobacco and illicit drugs. Although drinking by persons under the age of 21 is illegal, people aged 12 to 20 years drink 11% of all alcohol consumed in the United States. More than 90% of this alcohol is consumed in the form of binge drinks” (Centers for Disease Control and Prevention [CDC], (n.d.) para.1). Because of the severity and complexity of problems associated with underage drinking I believe that parents who allow their kids to drink are neglectful. If they allow underage drinking they are increasing the chances of their teen becoming an alcoholic/addict, thus contributing to a lifetime of addiction, misery and even death.

In 2003 a survey was conducted by Joseph A. Califano, Jr., Chairman and President of The National Center on Addiction and Substance Abuse at Columbia University (CASA). Results showed that, “more than 91 percent of respondents favor holding liable individuals who provide alcohol to minors.[However] Support was greater among respondents who seldom or never drink (95.1 percent) than among frequent drinkers (66.7 percent)” (CASA, 2003, p. 42). While the majority of adults believe there should be penalties for allowing underage drinking, clearly some do not.

Some parents feel that providing supervision and a safe place for teens to drink can prevent drinking and driving and other incidents such as injury, drug use, rape and overdose. They argue that thousands of teens die every year in drinking and driving related accidents. The numbers support their claim. A 2009 Youth Risk Behavior Survey found that among high school students, during the past 30 days 42% drank some amount of alcohol, 24% binge drank, 10% drove after drinking alcohol and 28% rode with a driver who had been drinking alcohol (Centers for Disease Control and Prevention [CDC], (n.d.), para. 2). From 2001 to 2005, the average number of people who died each year in alcohol-related motor vehicle accidents was 13,819 (CDC, 2010, para.2). While I am unsure how many of the deaths were teens, clearly it is a problem.

According to Califano, “Beer and other alcohol are implicated in the three top causes of teen deaths: accidents (including traffic fatalities and drowning), homicide and suicide” (CASA, 2003, p. ii).  It is inevitable that most teens will drink, regardless of what their parents say or what they’ve heard about the risks. Therefore, some may feel that providing a safe environment for this activity is crucial. Some may also feel that allowing a teen to drink instead of being rigid may limit the teen’s rebellion and allow a parent to detect a problem early on.

I agree that providing supervision to underage drinkers could save some lives. However, I believe it is unreasonable to think that supervision or approval will eliminate the high risks involved in using. Most teens that drink or use drugs do so often and do not want parental supervision. Therefore, it is illogical to think that a parent will be there to supervise and eliminate their child’s risk at all times. And what about the long-term effects of supporting their use? CASA reports, “Teen drinking is the number one source of adult alcoholism. Children who begin drinking before age 21 are more than twice as likely to develop alcohol-related problems. Those who begin drinking before age 15 are four times likelier to become alcoholics than those who do not drink before age 21” (CASA, 2003, p. ii).

Between 2001 and 2005 the average number of alcohol-related deaths each year in the United States was 79,646 (Centers for Disease Control and Prevention Alcohol-Related Disease Impact (ARDI) , 2010, para. 1). While these numbers are large, alcohol not only kills people, it contributes to un-measurable social problems such as increasing school drop-out rates, drug use and crime. Only for so long will a parent be able to provide a safe environment for their teen to drink. Once they move out, who will prevent them from over consumption, drinking and driving, using drugs, engaging in dangerous behavior and overdosing then? Children should be taught the truth about alcohol. That it is a drug and it can be extremely destructive.

Underage drinking is a huge problem. The financial costs of underage drinking approach $53 billion in accidents, drowning, burns, violent crime, suicide attempts, fetal alcohol syndrome, alcohol poisoning and emergency medical care” (CASA, 2003, pg. ii).  “In 2008, there were 141,683 admissions for adolescents aged 12 to 17 to substance abuse treatment programs” (Office of Applied Studies, 2010, pg. 3). The U.S. Department of Health and Human Services Substance Abuse and Mental Health Services Administration (SAMHSA) conducted a 2000 National Household Survey on Drug Abuse (NHSDA). Survey results revealed; “About 9.7 million persons aged 12 to 20 reported drinking alcohol in the month prior to the survey interview in 2000 (27.5 percent of this age group). Of these, 6.6 million (18.7 percent of persons aged 12 to 20) were binge drinkers and 2.1 million (6.0 percent of persons aged 12 to 20) were heavy drinkers” (SAMHSA, 2000, para.3).

Unfortunately, many parents do not maintain appropriate boundaries nor are they being role models for their kids. While I understand the desire to be liked and friends with an adolescent child I believe that not creating and respectfully enforcing rules with a child is neglectful. Research shows that, “Higher levels of monitoring are related to lower levels of adolescent alcohol use. When parents establish explicit rules and boundaries for adolescent behavior, such as curfews and a minimum number of study hours per day, and when they reasonably and consistently enforce consequences for violating rules, adolescents tend to initiate alcohol use later and to consume alcohol less frequently” (Windle, Michael, et al., 2009, 30-40, para.46)  

For parents who support drinking and believe it is less catastrophic than other drugs, it is important to note that alcohol is a gateway drug. According to the 2000 NHSDA, “Underage persons who reported binge drinking were almost 9 times more likely to have used marijuana/hashish during the past month and were more than 6 times more likely to have used any illicit drug other than marijuana during the past month compared with underage persons who did not binge drink” (Adolescent Substance Abuse Knowledge Base, 2007, para. 6). It is clear that enabling a child to drink also increases the chances that he or she will become a drug addict.

As a parent, I feel it is my responsibility to keep my child safe. If she chooses to drink I would love to be around at all times to make sure she is safe. Like all parents I fear that she could be raped, overdose or die in an accident related to drinking or using drugs. However, regardless of my fears, I will not support or enable my child in doing something that could compromise her health, happiness or eventually kill her. The research is overwhelmingly clear that the earlier a teen uses, the greater the chances he/she will develop a problem. Parents should not contribute to this problem. The sad truth is that alcohol destroys lives. Ultimately, it is each parent’s choice to make. I, personally, do not want to be held liable for contributing to a lifetime of addiction and misery for my child.

References

Adolescent Substance Abuse Knowledge Base. (2007). Binge Drinking Among Underage  Persons. Retrieved September 22, 2010 from http://www.adolescent-substance-abuse.com/binge-drinking-underage.html

Alcohol-Related Disease Impact (ARDI); Centers for Disease Control and Prevention. (2010, September). Alcohol-Attributable Deaths Report, Average for United States 2001-2005. Retrieved September 27, 2010 from https://apps.nccd.cdc.gov/ardi/HomePage.aspx, para. 1.

CASA. (2003, February). Teen Tipplers: America's Underage Drinking Epidemic. Retrieved September 21, 2010 from The National Center on Addiction and Substance Abuse at Columbia University: http://www.ccage.org/images/UnderageDrinkingEpidemic.pdf, ii, 42.

Centers for Disease Control and Prevention [CDC]. (n.d.). Alcohol and Public Health Fact Sheet. Retrieved September 27, 2010 from http://www.cdc.gov/Alcohol/fact-sheets/underage-drinking.htm, para. 1-2.

NIAAA Press Office. (2006, July 3). Early Drinking Linked to Higher Lifetime Alcoholism Risk. Retrieved September 24, 2010, from National Institute on Alcohol Abuse and Alcoholism: http://www.niaaa.nih.gov/NewsEvents/NewsReleases/earlydrinking.htm

Office of Applied Studies. (2010, April 29). A Day in the Life of American Adolescents: Substance Use Facts Update. The OAS Report. Retrieved September 25, 2010, from SAMHSA: http://www.oas.samhsa.gov/2k10/185/185TypicalDayHTML.pdf, 3.

SAMHSA. (2000, August). 2000 National Survey on Drug Use & Health Chapter 3. Alcohol Use. Retrieved September 25, 2010, from Substance Abuse and Mental Health Services Administration: http://www.oas.samhsa.gov/NHSDA/2kNHSDA/chapter3.htm, para.3.

Windle, Michael P., Spear, Linda P., Fuligni, Andrew J., Angold, Adrian, M. P., Brown, Jane D., P., Pine, Daniel, M., et al. (2009). Transitions Into Underage and Problem Drinking: Summary of Developmental Processes and Mechanisms: Ages 10–15. A Developmental Perspective on Underage Alcohol Use Retrieved September 21, 2010 from http://pubs.niaaa.nih.gov/publications/arh321/toc32-1.htm, 30-40, para. 46.