The media and today Essay Example | Topics and Well Written Essays - 500 words

The media and today - Essay Example Meeuwis in 1993 illustrated the effectiveness of media by highlighting the role of television and press in the creation of nationalism in Serbia.1 Stuart Ewen argues that advertising has a more significant power in human collective consciousness as compared to the credit, which is given to it. Moreover, the two theories Social Learning theory and Cultivation theory also describe the importance of modern media in shaping the perceptions of people.2 In 1990, Abernethy found 32 percent rate of television commercial avoidance and in 1994, King found 35 percent audience claiming to watch ads.3 â€Å"Advertising effectiveness does vary over time, and when the market is in an unfavourable or unsaturated condition, advertising generally becomes more important and effective (Chung and Kaiser 1998).†4 A research conducted by Campbell, Margaret C. and Kevin Lane Keller on Television ads and internet ads showed that on both media the â€Å"wear out point happens sooner when the ad being repeated is for an unfamiliar brand as opposed to a familiar brand.†5 Marketing Evaluation research show that nowadays, power of media mix or ‘Surround Sound Marketing’ is greater as compared to what one medium can produce, thereby, highlighting a reduced effectiveness of media.6 Moreover, the Association of National Advertisers (ANA) revealed that about 62 percent of marketers uphold that in the last two years, the television a dvertising has become less effective.7 In short, a radical changed has been seen in the advertising industry in the last few years. A logical perspective is that the consumers’ past responses to the media advertising is not the same because of the changing tastes, demographics, competition, economic and social factors, advertising theme etc. Furthermore, the marketing world has changed and even a target market consumer of a product/service is not considered to be ‘effectively exposed’, unless he watches the ad at least three to four times.

FDA Authorization for the Next Generation Sequencer Essay

FDA Authorization for the Next Generation Sequencer - Essay Example It is apparent that different people respond differently to different drugs, and the use of genome sequencing will not only reveal the nature and susceptibility of illnesses, but it will also provide physicians with the specific prescriptions required (Collins & Hamburg, 2013). This technology could be used to develop the most appropriate treatment combinations for different patients suffering from cancer. With genomic sequencing, it is possible for doctors to identify the nature of cancer and predict its spreading patterns; hence, the new system will be instrumental in helping doctors deal with different forms of cancer more appropriately (Collins & Hamburg, 2013). The authorization of marketing for the genomic sequencer is a step closer to developing clinical care that is individually oriented. It is; however, clear that some issues like the absence of legal and regulatory policies for the new system will arise (Collins & Hamburg, 2013). There are signs that the authorities are com mitted to developing the most conducive policies to enable the effective and ethical application of the genomic sequencer. The use of the genomics sequencing technology has the potential to attract ethical issues like insurance companies being acquainted with genomic information about their clients, which could cause the development of exempted services that might be discriminating (Collins & Hamburg, 2013). Access to genomic information by physicians may also lead to substandard applications of the system. It is required that the development of accurate genomic information must be attained through thorough processes that may require recurrent experimentation (Collins & Hamburg, 2013). The FDA is collaborating with the National Institute for Standards and Technology to design the required interpretive material for physicians.