What would be political theorist Niccolo Machiavelli's position about Term Paper

What would be political theorist Niccolo Machiavelli's position about the Second Amendment in the contemporary United States - Term Paper Example He was one of the officials in the Florence Republican and was given a post to deal with military and diplomatic affairs. He was one of the most influential philosophers of the western politics. All other political theorist who came after him referred to him directly of indirectly in his or her work. His writings, like The Prince and The Discourses of the First Ten books of Titus Livius, are well remembered by many authors and politicians who came after him (Soll, 34). Through his creativity in politics, therefore it was possible to predict what he would have said on the second amendment on the United States’ constitution. This amendment was adopted in 1791 together with bill of rights. This amendment was to protect the United States citizens with the right of keeping and bearing firearms. However, Noccolo Machiavelli would have different opinions on this right to keep and bear arms. Machiavelli would support it and on the other hand, he would deny the rights giving different reasons. The second amendment grants the United States citizens to keep and bear firearms (Spitzer, 23). This right was given due to many reasons. Possession of the firearms was important in the following ways, it helps to repel dangerous invasions, grants one the right of personal defense, and it enables people in organizing militias. Machiavelli would have supported this amendment because in his writing, he said that before anything else, each person must be armed. He advised that military service should a responsibility to every citizen. Therefore, every citizen should have a possession of some firearms to ensure that the society is secured from any invasion. He supported possession of arms giving reasons that good men do not make war the only profession neither can a good government can allow its citizens to make war the only profession (Soll, 37). He advised that each government should practice the art on war during the time of peace but war should occur when it is necessary to acquire glory. He believed that every citizen is considered a good man when he uses those arms in a correct way that is meant for. In addition, a government is considered well government when it uses its military to serve that society in a wrong way. Therefore, he would support the second amendment of the constitution. Furthermore, Machiavelli would support the second amendment of the United States’ constitution, which grants citizens the right of possessing firearms by claiming that this right would show that the government thrusts its citizens. Failure to grant the citizens this right, it will show that the government lacks faith to the citizens. This would make the citizens hate the government. However, the citizens should not be disarmed to ensure that the relationship between them and the government is kept in touch. This shows that Machiavelli would support the second amendment of United States constitution. There are some reasons that would make Machiavelli oppose the second amendment of the United States constitution. As the constitution would give rights to the citizens to keep and bear firearms, Machiavelli will oppose it just in case the citizens will use the firearms in a wrong way. He would oppose it is saying that only good citizens would use the firearms during the necessary times to prevent invasion from other people. Those who will not follow this should be dealt accordingly. He said that not all people do good things all the time. This is because their minds change like tides and at times, they can cause arm without realizing what they are doing. Therefore, keeping and bearing of firearms should be abolished since it will cause a lot of harm if the citizens use them in a bad way. He would argue this idea that not everyone

Theory and the Principles of the Colorimeter

Theory and the Principles of the Colorimeter COLORIMETER Introduction Color of food is not a physical characteristic of food but it is an important quality attribute for foods. This is because color affects the acceptability and perception of consumer for the food and even preference and perception of flavor (Lewis, MJ. 1996). The color is determined by the selective absorption of different amounts of the wavelengths within the visible region. Changes of color can occur during food storage, maturation (ripeness), processing and others. Colorimetry is the scientific color measurement which used to express color in numerical terms and to measure the color differences between the specimens. The specimens can be paints, textiles, plastics, food and other products that may reflect or transmit color. Colorimeter is an instrument for psychophysical analysis by measuring the amount of light passing through a liquid. This instrument provides measurements that correlate with human eye-brain perception. Besides, the colorimeter is basically like a spectrophotometer but less complex as the spectrophotometer allows selection of any wavelength of light. Colorimeter measures the color through three wide-band filters which corresponding to the spectral sensitivity curves. A light source creates a beam of light that shines through a sample. The colorimeter then measures the amount of light transmitted or absorbed electronically and provides colorimetric data as tri-stimulus values (XYZ, L, a, b). The design of the Tristimulus colorimetry is about duplicate the response of the human eyes. A light source, three glass filters with transmittance spectra that duplicate the X, Y and Z curves and a photocell are required. This helps to get the reading of XYZ represents the color of the sample. Drawback of XYZ system is not visually uniform, that means one unit of color measurement in one area of the solid was visually different from the same unit in another area. Normally, the values of tristimulus are used to determine the direction and amount of any color difference if a color match is accurate. The colorimeter provided in this lab is Color Flex colorimeter from the Hunter Lab. Color Flex is a self-contained color measurement spectrophotometer which had been introduced in this lab. It can be used in production or in the laboratory for inspecting raw materials and evaluating the final product. Apart from this, the Color Flex is ideal for measuring powders, granules, pastes, liquids and opaque as it has its port-up or port-forward measurement orientations. The Color Flex require glass sample cup to hold the sample for measure and has a hole to insert the glass sample cup according to its size. Specialized versions of the Color Flex are available for the citrus industry and the tomato industry. These systems include specializes calibration standards and measurement scales appropriate for the industry. Based on nonlinearly compressed CIE XYZ color space coordinates, a Lab color space is a color-opponent space with the dimension L which for the lightness and the a and b are for the color-opponent dimensions (Hunter, Richard Sewall, 1948). This L, a, b values used in the system are calculated from tristimulus value (X, Y, Z) as the backbone of all mathematical color models. The first system which uses the opponent-color theory is the hunter Lab system (1958). This system states that the red, green and blue cone responses are remixed into opponent coders as they move up the optic nerve to the brain. Figure 4.0 Tristimulus colorimetr OBJECTIVES To measure the absorbance of particular wavelengths of light by a specific solution. To determine the concentration of a known solute in a given solution by the application of the Beer-Lambert law which state that the concentration of a solute is proportional to the absorbance. To understand the theory and the principles of the colorimeter. To understand the standard operation procedure to operate the colorimeter correctly. THEORY AND PRINCIPLE Color has various degrees of lightness and different values. Opponent-Colors Theory has been developed since the XYZ values are not easily to get understand in term of object. This theory is easier for the scientist perceive color, simplify understanding, improve communication of color differences and can be more linear thought out color space. Based on the basic of the opponent-color theory, the Hunter L, a, b color space is a three dimensional rectangular, where L (lightness) varies from 0 (black) to 100 (white), a which represent red-green axis with positive (redness) and negative (greenness) values, and b which represent yellow-blue axis with positive (yellowness) and negative (blueness) values. The values of 0 for the a* and b* always represent neutral. Once the L, a, b position of a standard color is determined, a rectangular tolerance box can be drawn around the standard. Today, there are two popular L, a, b color scales which are Hunter L, a, b and CIE L*, a*, b*. A color still has different numerical values between these two color scales even though these two are similar in the organization. In fact, the Hunter and CIE L*, a*, b* scales are both mathematically derived from the XYZ values. Neither scale is visually uniform, Hunter L, a, b is over expanded in the blue region of color space whereas CIE L*, a* and b* is over expanded in the yellow region. STANDARD OPERATION PROCEDURE ColorFlex Colorimeter The ColorFlex is placed on a flat and stable surface where near an electrical outlet. The system is turned on by pressing the Red (lightning bolt) key and is allowed to warm up for at least two hours before use. Before measuring sample, the instrument must be calibrated. Steps to standardize the colorimeter are carried out as below: The Down Arrow key is pressed until the menu is reached and then the Standardize is selected by pressing the Read key. As instructed, the sample pot should be covered with the black glass first. The black glass is covered at the sample port with the shiny side toward the port and the arrow on the glass should be pointed towards the scientist. The â€Å"thunderstorm† button is pressed. The sample pot then is covered with the white tile. Same with the black tile, the sample port is covered with the shiny side toward the port and the arrow on the glass should be pointed towards the scientist. The â€Å"thunderstorm† button is pressed and the values are showed on the periphery of the tile. A message which indicates the instrument is ready to read will be displayed when the standardization of the instrument is completed. The value of L*, a* and b* should be 50.87, -25.11 and 14.98 respectively. The sample cup must be cleaned before put the sample into it. Make sure that the sample must be at least fully covered the bottom surface of the cup. After closed the cover, the cup is put onto the sensor to measure the sample and take the reading. The L, a, b value will be show on the screen after the â€Å"thunderstorm† button is pressed and wait for a moment. The readings are recorded. Steps 5-7 are repeated for different samples. DATA Table 4.0 Standard Tristimulus Values . Table 4.1 Tristimulus Values of one-third volume of the Samples. Table 4.2 Tristimulus Values of two-third volume of the Samples. DISCUSSION From the demonstration, there are three samples which are green beans, red beans and dried red pumpkin seeds are used to measure by using the colorimeter. These three samples are also measure with different volumes. The L, a, b values are recorded. For the green bean, the small amount of the green bean sample shows the value of a* as 0.57 while the green bean sample with a higher volume get the value of a* as 0.46. This difference between the reading can be explained as the green bean with higher volume gives more greenness with it’s a* value is nearer to the negative values (low positive values). Moreover, the red bean with the low volume show the reading of the a* as 14.23 whereas the red bean with the higher volume show the reading of a* as 14.61. From this result, we can said that the red bean with higher volume are more redness than that of with the lower volume because it’s a* reading is more positive which indicate more redness. Same situation obtained from the dried red pumpkin seed. The high volume of red dried pumpkin seed has higher reading of a* as 27.11 compare than low volume of dried red pumpkin seed with reading of a* as 27.08. Next, green bean has showed that it is lightness with the value of L* as 37.13. It is more brightness than the red bean and also dried red pumpkin seed with the reading of L* as 22.89 and 26.46 respectively. In the demonstration, the value of a* of the green bean is 0.57 which means that are green in color in that sample. Besides, the b* values as 23.71 has showed that the green bean samples consists of more yellow color but less blue if compared to the standard value as it’s b* value is positive value and higher than that of the standard values. In the demonstration of red bean, it show that it consists of lowest lightness with the value L* as 22.89 if compared to others two samples. Thus, we can conclude that the red bean is the darkest among the samples. The a* value of red bean is 14.23 which means that there are red color in the sample and is more red than the standard which has the negative value of a* as -25.11. Moreover, the red bean has b* values as 8.16 and this showed that it consists of more yellow color but less blue color in it. Last, the dried red pumpkin seed has the L* value as 26.46 which is lower than that of green bean but higher than that of red bean. Among these three samples, the dried red pumpkin seed has the highest values of a* as 27.11. It showed that it consists of more red color than other samples. For the b* value, it’s b* value is about 13.82 which means that the dried red pumpkin seed also consist of more yellow color but less blue. Compare the results obtained, we can notice that the dried red pumpkin seed has higher values of L* and a* which showed it is more lightness and also more redness than the red bean. PRE-CAUTION STEP Make sure that the setting of the colorimeter is set as default setup before conduct the experiment to obtain accuracy data. The standard plates must be cleaned and make sure that it is free from dust and fingerprint. After done the calibration, put the black glass and the white tile back to the box to avoid scratching. The volume, size and weight of the sample must be standardized (constant). The amount of the samples must at least cover fully the bottom surface of the sample cup. The sample must be covered with the non-transparent black-coloured cover (light trap) when the readings are being taken. This helps to avoid the light sensitive colorimeter from the disturbance of other light sources. References Lewis, M. J. 2006. Physical Properties of Foods and Food Processing System. Cambridge: Woodhead Publishing Limited. Murano, P. S. 2003. Understanding Food Science and Technology. USA: Wadsworth/ Thomson Learning. Pankaj B. Pathare, Colour Measurement and Analysis in Fresh and Processed Foods: A Review. 2012. http://works.bepress.com/pankaj_pathare/3/.

John F Kennedy :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Across the centuries and across the continents, important figures have played key roles in the upbringing of our beloved America. As a country we have grown through the strengths of many people. John F. Kennedy has made his mark in America’s political and social society.   Ã‚  Ã‚  Ã‚  Ã‚  On the histories plains of the state of Massachusetts, May 29, 1917 marked an important day in history. The birth of America’s 35th president: John Fitzgerald Kennedy. Rose Fitzgerald Kennedy, his mother, would bear four boys and five girls. â€Å"She kept note cards for each of them in a small wooden file box and made a point of writing down everything from a doctor’s visit to the shoe size they had at a particular age (Menendez). John’s father, Joseph Patrick Kennedy, was appointed United States Ambassador to England and moved their with the family. There was always something going on in the Kennedy family. During the summer, the Kennedy children’s childhoods consisted of rendezvous’ to their summer home in cape cod. Jack attended a boarding school for boys named Choate. He was very popular with the other boys, though his head master once quoted, â€Å"He wasn’t the best student† (Menendez). In 1936, John graduat ed from Choate, where he ventured into his first year at Harvard, where his brother Joe was already a student.   Ã‚  Ã‚  Ã‚  Ã‚  After graduating from Harvard, John joined the Navy with his brother. Jack was made Lieutenant and assigned to the South Pacific as commander of a patrol torpedo boat, the PT-109. Lieutenant Kennedy had a crew of twelve men whose mission was to stop the enemy Japanese ships from delivering supplies to their soldiers. On August 2, 1943, Kennedy and his crew were patrolling the waters looking for enemy ships to sink and suddenly a Japanese destroyer traveling at full speed towards them became visible. With Kennedy at the wheel, he tried his best to veer sharply out of the way, but time proved no friend to him. The destroyer cut the PT – 109 straight in half and killed two of Kennedy’s men. With John’s keen and clever tactics he was able to get the surviving men to an island and get help. â€Å" Kennedy’s political apprenticeship began when he sought the nomination for the eleventh congressional district in the Democratic Party primary of Massachusetts† ( Silvestri 03 ). As the years went on, John F. Kennedy, a Democrat, served three terms in the House of Representatives, and in 1952 he was elected to the U.

Final Exam: Corporations Essay

Question 1: Buttercup Corporation issued 250 shares of $11 par value common stock for $4,125. Prepare Buttercup’ journal entry. Question 2: Wilco Corporation has the following account balances at December 31, 2012. Common stock, $5 par value $511,670 Treasury stock 95,260 Retained earnings 2,400,840 Paid-in capital in excess of par 1,320,150 Prepare Wilco’s December 31, 2012, stockholders’ equity section Question 3: Woolford Inc. declared a cash dividend of $1.38 per share on its 2.22 million outstanding shares. The dividend was declared on August 1, payable on September 9 to all stockholders of record on August 15. Prepare the journal entries necessary on those three dates. Question 4: The outstanding capital stock of Pennington Corporation consists of 3,100 shares of $109 par value, 6% preferred, and 5,700 shares of $52 par value common. Assuming that the company has retained earnings of $83,000, all of which is to be paid out in dividends, and that preferred dividends were not paid during the 2 years preceding the current year, state how much each class of stock should receive under each of the following conditions. Question 5: Martinez Company’s ledger shows the following balances on December 31, 2012. 5% Preferred stock-$10 par value, outstanding 22,480 shares $224,800 Common stock-$100 par value, outstanding 33,720 shares 3,372,000 Retained earnings 708,120 Assuming that the directors decide to declare total dividends in the amount of $298,984, determine how much each class of stock should receive under each of the conditions stated below. One year’s dividends are in arrears on the preferred stock. Question 6: On January 1, 2012, Barwood Corporation granted 5,040 options to executives. Each option entitles the holder to purchase one share of Barwood’s $5 par value common stock at $50 per share at any time during the next 5 years. The market price of the stock is $72 per share on the date of grant. The fair value of the options at the grant date is $154,000. The period of benefit is 2 years. Prepare Barwood’s  journal entries for January 1, 2012, and December 31, 2012 and 2013. Question 7: Rockland Corporation earned net income of $340,800 in 2012 and had 100,000 shares of common stock outstanding throughout the year. Also outstanding all year was $908,800 of 10% bonds, which are convertible into 18,176 shares of common. Rockland’s tax rate is 40 percent. Compute Rockland’s 2012 diluted earnings per share. Question 8: DiCenta Corporation reported net income of $250,000 in 2012 and had 50,000 shares of common stock outstanding throughout the year. Also outstanding all year were 5,410 shares of cumulative preferred stock, each convertible into 2 shares of common. The preferred stock pays an annual dividend of $5 per share. DiCenta’ tax rate is 40%. Compute DiCenta’ 2012 diluted earnings per share. Question 9: Ferraro, Inc. established a stock appreciation rights (SAR) program on January 1, 2012, which entitles executives to receive cash at the date of exercise for the difference between the market price of the stock and the pre-established price of $24 on 5,050 SARs. The required service period is 2 years. The fair value of the SAR’s are determined to be $6 on December 31, 2012, and $13 on December 31, 2013. Question 10: Hillsborough Co. has an available-for-sale investment in the bonds of Schuyler with a carrying (and fair) value of $88,020. Hillsborough determined that due to poor economic prospects for Schuyler, the bonds have decreased in value to $57,020. It is determined that this loss in value is other-than temporary. Prepare the journal entry, if any, to record the reduction in value. Question 11: Capriati Corporation made the following cash purchases of securities during 2012, which is the first year in which Arantxa invested in securities. 1. On January 15, purchased 11,700 shares of Gonzalez Company’s common stock at $43.55 per share plus commission $2,574. 2. On April 1, purchased 6,500 shares of Belmont Co.’s common stock at $67.60 per share plus commission $4,381. 3. On September 10, purchased 9,100 shares of Thep Co.’s preferred stock at $34.45 per share plus commission $6,383. On May 20, 2012, Capriati sold 3,900 shares of Gonzalez Company’s common stock at a market price of $45.50 per share less brokerage commissions, taxes, and fees of $3,705. The year-end fair values per share were: Gonzalez $39.00, Belmont $71.50, and Thep $36.40. In addition, the chief accountant of Capriati told you that Capriati Corporation plans to hold these securities for the long term but may sell them in order to earn profits from appreciation in pri ces. Question 12: (Journal Entries for Fair Value and Equity Methods) Presented below are two independent situations. Prepare all necessary journal entries in 2012 for each situation. Situation 1 Hatcher Cosmetics acquired 10% of the 207,400 shares of common stock of Ramirez Fashion at a total cost of $15 per share on March 18, 2012. On June 30, Ramirez declared and paid a $80,200 cash dividend. On December 31, Ramirez reported net income of $123,500 for the year. At December 31, the market price of Ramirez Fashion was $18 per share. The securities are classified as available-for-sale. Situation 2 Holmes, Inc. obtained significant influence over Nadal Corporation by buying 25% of Nadal’s 30,800 outstanding shares of common stock at a total cost of $9 per share on January 1, 2012. On June 15, Nadal declared and paid a cash dividend of $43,800. On December 31, Nadal reported a net income of $90,500 for the year. Question 13: (Equity Method) Gator Co. invested $1,380,000 in Demo Co. for 25% of its outstanding stock. Demo Co. pays out 40% of net income in dividends each year. Use the information in the following T-account for the investment in Demo to answer the following questions. Question 14: (Fair Value and Equity Method Compared). Gregory Inc. acquired 20% of the outstanding common stock of Handerson Inc. on December 31, 2012. The purchase price was $1,320,000 for 50,000 shares. Handerson Inc. declared and paid an $0.87 per share cash dividend on June 30 and on December 31, 2013. Handerson reported net income of $741,000 for 2013. The fair value of Handerson’s stock was $32 per share at December 31, 2013. Question 15: (Call Option). On January 2, 2012, Jones Company purchases a call option for $450 on Merchant common stock. The call option gives Jones the option to buy 1,000 shares of Merchant at a strike price of $50 per share. The market price of a Merchant share is $50 on January 2, 2012 (the intrinsic value is therefore $0). On March 31, 2012, the market price for Merchant stock is $60 per share, and the time value of the option is $200. Question 16: In 2012, Amirante Corporation had pretax financial income of $207,000 and taxable income of $166,400. The difference is due to the use of different  depreciation methods for tax and accounting purposes. The effective tax rate is 40%. Compute the amount to be reported as income taxes payable at December 31, 2012. Question 17: At December 31, 2012, Fell Corporation had a deferred tax liability of $732,802, resulting from future taxable amounts of $2,155,300 and an enacted tax rate of 34%. In May 2013, a new income tax act is signed into law that raises the tax rate to 42% for 2013 and future years. Prepare the journal entry for Fell to adjust the deferred tax liability. Question 18: AMR Corporation (parent company of American Airlines) reported the following for 2009 (in millions). Service cost $405 Interest cost on P.B.O 736 Return on plan assets 825 Amortization of service cost 29 Amortization of loss 66 Compute AMR Corporation’s 2009 pension expense (in millions). Question 19: For Warren Corporation, year-end plan assets were $2,094,700. At the beginning of the year, plan assets were $1,762,400. During the year, contributions to the pension fund were $120,000, and benefits paid were $200,000. Compute Warren’s actual return on plan assets. Question 20: For 2010, Campbell Soup Company had pension expense of $48 million and contributed $296 million to the pension fund. Prepare Campbell Soup Company’s journal entry to record pension expense and funding. Question 21: Lahey Corp. has three defined-benefit pension plans as follows. Pension Assets (at Fair Value) Projected Benefit Obligation Plan X $637,500 $504,000 Plan Y 902,200 739,900 Plan Z 584,600 713,200 How will Lahey report these multiple plans in its financial statements? Question 22: For 2012, Sampsell Inc. computed its annual postretirement expense as $278,680. Sampsell’s contribution to the plan during 2012 was $185,750. Prepare Sampsell’s 2012 entry to record postretirement expense. Question 23: Wertz Corporation decided at the beginning of 2012 to change  from the completed-contract method to the percentage-of-completion method for financial reporting purposes. The company will continue to use completed-contract method for tax purposes. For years prior to 2012, pre-tax income under the two methods was as follows: percentage-of-completion $143,000, and completed-contract $65,800. The tax rate is 32%. Prepare Wertz’s 2012 journal entry to record the change in accounting principle. Question 24: In 2012, Bailey Corporation discovered that equipment purchased on January 1, 2010, for $50,000 was expensed at that time. The equipment should have been depreciated over 5 years, with no salvage value. The effective tax rate is 29%. Prepare Hiatt’s 2012 journal entry to correct the error. Question 25: At January 1, 2012, Beilder Company reported retained earnings of $2,027,300. In 2012, Beilder discovered that 2011 depreciation expense was understated by $442,300. In 2012, net income was $931,270 and dividends declared were $204,310. The tax rate is 38%. Complete the 2012 retained earnings statement for Beilder Company. Question 26: Simmons Corporation owns stock of Armstrong, Inc. Prior to 2012, the investment was accounted for using the equity method. In early 2012, Simmons sold part of its investment in Armstrong, and began using the fair value method. In 2012, Armstrong earned net income of $81,100 and paid dividends of $90,400. Prepare Simmons’s entries related to Armstrong’s net income and dividends, assuming Simmons now owns 11% of Armstrong’s stock. Question 27: Manno Corporation has the following information available concerning its postretirement benefit plan for 2012. Service cost $53,750 Interest cost 58,360 Actual return on plan assets 40,190 Compute Manno’s 2012 postretirement expense Question 28: Ravonette Corporation issued 310 shares of $13 par value common stock and 130 shares of $47 par value preferred stock for a lump sum of $17,500. The common stock has a market price of $22 per share, and the preferred stock has a market price of $98 per share. Prepare the journal entry to record the issuance Question 29: Garfield Company purchased, as a held-to-maturity investment, $82,400 of the 9%, 8-year bonds of Chester Corporation for $73,919, which provides an 11% return. Prepare Garfield’s journal entries for (a) the purchase of the investment and (b) the receipt  of annual interest and discount amortization. Assume effective interest amortization is used. Question 30: Clydesdale Corporation has a cumulative temporary difference related to depreciation of $606,600 at December 31, 2012. This difference will reverse as follows: 2013, $43,100; 2014, $264,300; and 2015, $299,200. Enacted tax rates are 34% for 2013 and 2014, and 40% for 2015. Compute the amount Clydesdale should report as a deferred tax liability at December 31, 2012

The role of originality and creativity in setting out a good marketing communication strategy

Introduction The paper panda tour of introducing 1600 paper pandas in Hong Kong has demonstrated the use of quite original and creative elements, which are important aspects in setting out a good marketing communication strategy (Ng, 2014). It has been indicated that marketing managers have tried their best to use original methods of attracting customers to particular products and services. The dimension of creativity implies one’s talent in presenting projects that not only keep the attention of the audience but also make them realise that creativity is an indicator of long-term success (Thun, 2010). The objective of this paper is to explore the impact of originality and creativity on the process of developing a positive marketing communication strategy. Originality and creativity are major elements in setting out a relevant marketing communication strategy. These aspects allow marketers to send reliable brand messaging across numerous marketing channels, including social media which is associated with adequate creativity (Porcu, del Barrio-Garcia, & Kitchen, 2012). The paper panda tour serves as a proper example of how business should provide customers with more than the standard form of advertising (Thun, 2010). For instance, the idea of Integrated Marketing Communications (IMC) makes a clear sense in this context by emphasising the originality and creativity dimensions of the strategy behind the paper panda tour. Researchers suggest that marketing teams should focus initially on the customer, which is the case with the paper pandas (Porcu, del Barrio-Garcia, & Kitchen, 2012). Customers are exposed to the original and creative project of paper pandas through a mix of integrated communication methods, which are considered by people eye-catching and trustworthy. According to marketing researchers, IMC is an innovative and creative step because the complete culture of marketing agencies, in-house marketing departments, and marketing consultants had expanded the idea of separating advertisement, direct marketing, sales promotion, and public relations, rather than the pleasant, customer-centred development process that IMC requires (Duncan & Mulhern, 2004). Integrated Marketing Communication has become an important part in marketing because the technological system has the integration of business stakeholders (Kalamas, Mitchell, & Lester, 2009). According to experts, planning and implementation of all marketing communications are required to be done in an original and creative manner in order to meet the marketing objectives and attract more customers (Vance, Howe, & Dellavalle, 2009). The process of building and applying different communication programs reflects in the possibility to have a solid impact in the future over time (Kitchen & Schultz, 1999). The general IMC method focuses on customers and functions to establish and classify the methods to extend the influential communications programs. For the creators of the paper panda tour, it has become important to plan, develop, implement and assess the coordinated and measurable influential marketing communication programs applicable to external and internal viewers over time (Laurie & Mortimer, 2011). It is a policy in which different marketing communication tools like promotion, public relations, sales promotion, direct marketing and personal selling operate together to strengthen the communication process to target consumers. Such holistic and creative approach has led to the popularity of paper pandas. Media has experienced a wide phase of development in the last decade, implying that the creators of this original project have considered the importance of applying essential marketing strategies to reach out an optimal number of customers (Duncan & Mulhern, 2004). Marketing managers were formerly focused on advertising their product/service through traditional marketing forms like TV, radio and newspapers (Gronroos, 2004). However, now the current marketing trend appears to be digital as Information Technology has become an important element of daily lives (Reid, 2005). The digital aspects of originality along with the physical dimensions of creativity evident in the massive project of paper pandas have indicated the use of proper communication strategies. A concept shift has been presented, or in other words, the creators of the project have focused on demonstrating a move from traditional marketing towards digital content that flows across various integrated media channels. As a r esult, more people can be informed about the project of the paper pandas and thus would prefer to see it (Laurie & Mortimer, 2011). The theory definitely suggests about building the marketing communication mix which is considered being interdependent and bringing more incorporation and moving towards having several methods of accessing media, i.e. bringing in more flexibility in the marketing mix by using a combination of traditional and new digital media. Furthermore, it refers to the actions of media audience as being migrant, i.e. changing the marketing form that can provide them with the required experience. In such marketing environment, customers are dynamically involved and looking for new, original and creative content to make proper connections. Transition has played a relevant role in shifting the marketing trends, which is obvious in the formation of the paper panda project. The concept of transition indicates that the traditional media is not being displaced; rather its operations and significance are being shifted with new media options (Reid, 2005). This reflects in providing detailed online information about the project, such as in social media platforms and blogs. For instance, in a blog by Ng (2014), the focus is on describing the paper panda project in detail, with an emphasis on the substantial number (1600) of paper pandas exhibited to the audience in Hong Kong. In this way, media transition is more than merely a technological shift changing the relationship between existing technologies, sectors, markets and supporters (Kelm, 2011). Transition has brought remarkable changes in the media rights and has improved marketing media concentration. The elements of originality and creativity have played an important role in forming a good strategy that involves a combination of different IMC elements (Michaelidou, Siamagka, & Christodoulides, 2011). According to marketing experts, there are five established IMC elements known as Advertising, Promotion, Direct marketing, Personal selling and PR (Public Relations). It has been indicated that the paper panda project in Hong Kong has been successful in covering all these elements and achieving substantial customer interest (Porcu, del Barrio-Garcia, & Kitchen, 2012). A good marketing strategy normally focuses on building original and creative content that creates attention as well as motivational encouragement for users to share it with their friends and families (Kelm, 2011). For instance, the paper panda project can be adequately popularised through different social media platforms because it is a relevant step to rely on the contribution of different users to talk about the exciting project. The keys to social media success are user contribution, user brand loyalty, user enthusiasm, and the communication between people (Laurie & Mortimer, 2011). The introduction of an original and creative design related to the paper pandas, and the creation of opportunities for social interaction, are some of the features making this project quite appealing to the general audience. Many marketing experts long before have recognised synergism and originality as important concepts behind the introduction of a good marketing strategy; the incorporated effect of each effort would force the marketing communication to become more effective (Laurie & Mortimer, 2011). In this way, originality and creativity can enhance the brand image and popularity of companies that consider the importance of endorsing those concepts (Kelm, 2011). Communication, especially if it is done in an original manner, also represents a significant driver of marketing communication activities. Communication, as seen in the paper panda project, is a fundamental element which allows the creators of the project to connect with the audience (Duncan & Mulhern, 2004). This simply occurs through communicating of ideas and seeking to establish particular perceptions of these original paper pandas introduced in a quite creative way. With the rapid development of technology, modern organizations can utilise different communication channels to attract a significant number of customers. As mentioned, the role of social media platforms is important in the process of facilitating organisational communication (Kelm, 2011). The creators of the paper panda project have obviously ensured the creative application of a relevant marketing planning platform in a direction of expanding the positive impact of communication on all stakeholders (Ng, 2014). Commu nication has a strategic role in contemporary organisations. It is important to emphasise its priority of expanding particular marketing activities through the development of diverse communication channels. The emphasis is to deliver a consistent and properly structured message about the original project. Creativity is basically the application of better ways of solving organisational problems. The ability of an organisation to change in the environment provides the degree of elasticity and adaptability in all kinds of situations through creativity (Laurie & Mortimer, 2011). Originality means that a company has promising financial prospects that will ensure increase in profits. It means that whatever changes occur in the market, the company will continue to grow by providing the required services, hence increasing its market share and in the end have high revenues. Thus, originality and creativity can be used as adequate measures of performance as related to the paper panda project (Ng, 2014). It is important to mention that this project is quite flexible and has produced the necessary positive effects that original and creative projects usually produce in the audience. This paper discussed the role of originality and creativity, which have been indicated as essential principles of a good marketing strategy (Duncan & Mulhern, 2004). Details about the paper panda project have been provided, as this information was closely related to the dimensions of originality and creativity (Kelm, 2011). The paper focused on explaining how the paper panda project ensured the use of originality and creativity in the sense that no one has ever done a similar project. In conclusion, the success of this project points out that marketing managers have demonstrated the implementation of a proper marketing strategy combining the dimensions of originality and creativity. References Duncan, T. & Mulhern, F. (2004). A white paper on the status, scope and future of IMC. New York: McGraw-Hill. Gronroos, C. (2004). The relationship marketing process: Communication, interaction, dialogue, value. Journal of Business and Industrial Marketing, 19(2), 99-113. 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