Integrated Marketing Communications and Social media

Integrated Marketing Communications and Social media The research focuses on two important areas, Integrated Marketing Communications and Social media. However, before reviewing them, it is vital to understand the concepts behind Media and Marketing Communication in general. This would lay a foundation for understanding both the areas covered in the research. Then the real issues: Integrated Marketing Communications and Social media will be covered. 2.1.1 Media According to Harper (2001), the term media in communication can be defined as: The storage and transmission channels or tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to a single medium used to communicate any data for any purpose. Thus, any information transmission channels or tools used for delivering marketing messages to the audience can be referred to as media. Media is synonymously used with mass media or mass communication, which Dijk (2006) depicts as a type of communication using media to distribute sound, text, and images among an audience. Mass media is an old terminology, but starting from a single medium that is print in 1500s it has grown to incorporate vast types of mediums. Caspi (1993, cited in Wilzig Avagdor, 2004) provides a four stage model of media development: 1) Inauguration where the new medium is given much public attention; 2) Institutionalization where there is widespread public adoption and routinization of the new medium; 3) Defensiveness where the power is threatened by a new medium; and 4) Adaptation the fine line differentiating between old and new medium. Since the inception of first mass media, each new media has gone through these stages and has developed its place in the media environment. With every new emerging media, the previous mediums had to co-exist with the new one at the end. In his research on mass media, Ahonen (2008) specifies a 7th mass media which is mobile. This idea was proposed in 2006. Various media content like music, videogames, tv, news, social networking, internet services and above all advertising is migrating to mobile which is making it a dominant mass media. While discussing the previous mass mediums, Ahonen regards the initial five mass mediums as unidirectional and states that it was only after internet arrived that it acted as inherent threat to all previous mass mediums. This was because internet had certain features that its predecessors did not have like interactivity, search capability, and social networking (discussed in detail later in report) and it could offer all that its predecessors offered. Therefore, cannibalization started occurring with internet. Similarly with the advent of mobile, this medium too can offer what its six predecessors could offer: one can read news, magazines, listen to radio and podcasts, watch TV, movies, play video games and above all consume all content available on internet. To a greater extent it supercedes the interactivity of the web with email and instant messaging (IM). Therefore, mobile would inherently threaten the internet. The idea of mobile being the 7th mass media is supported by Moore (2007), where he states that the historic technology revolution is setting grounds for mobile as a mass media which supports greater reach. Unlike other mass mediums, which are losing their audiences and revenues, mobile like internet is interactive; enabling it to fully capitalize on social networking and digital communities. According to Moore, mobile is the only mass media that is carried by the owner at all times and therefore 100% accuracy is possible in measuring the audience. Therefore the above researches claim that the mass media of 2000s is mobile and as with every new media that erupts, it has the power to cannibalize but not replace the previous ones. 2.1.2 Marketing Communication Engel et. al., (1994 cited in Koekemoer Bird, 2004) defines marketing communication as: the collective activities, materials and media used by a marketer to inform or remind prospective customers about a particular product offering, and to attempt to persuade them to purchase or use it. Marketing communication is the use of the media to target customers and interact with them and the basic aim of this interaction is to deliver brand and marketing messages by the use of the most effective medium. There are various marketing communication tools available to a marketer. These include: selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, packaging, point of sale and merchandising, word of mouth, e-marketing and corporate identity (Smith Taylor, 2004). The marketers may use different blends of these communication mix elements depending on the strategy they want to use, but the most effective communication happens when all the tools are used appropriately and synergistically (Koekemoer Bird, 2004). Moreover, it is important to note that marketing communication has over the years changed from being unidirectional to two-way, with the consumers being more demanding and conscious of choices (Koekomoer Bird, 2004). Therefore, it can be inferred that media is the channel and marketing communication is the use of these channels to direct marketing messages efficiently to target customers. The next sections would build on to these concepts and explain the two major areas of interest, Integrated Marketing Communication (IMC) and Social Media. 2.2 Integrated Marketing Communication (IMC) Social media is one of the many mediums that are used as IMC tools/components in designing any marketing mix. This section aims to describe the concept of IMC, its emergence and the changing trends in IMC composition (or the communication mix). 2.2.1. Defining IMC As per Kerr Patti (2002) Kerr et. al., (2008), IMC has been one of the most controversial areas of marketing education during the past decade. While many definitions of IMC have been put forth, agreement on the disciplines constructs remains unresolved. This is because IMC is a concept that still lacks rigorous theory according to IMC authors Cornelissen Lock (Kerr, et. al., 2008). One of the much agreed definitions of IMC and the one to be used/ assumed for this research would include that given by one of the first advocates of IMC concept, Don Schultz (2004, cited in Kerr, et. al., 2008): IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programmes over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences. The key difference in this definition of IMC from that of simple Marketing Communication is highlighted by use of three words: i) strategic, ii) evaluate and iii) measurable. In essence, IMC enforces use of marketing communication mix in such a way that it is strategically designed to achieve certain objectives and is also measurable to enforce accountability over marketers. These elements are also stressed on by various IMC authors (Schultz, 1996; Duncan Caywood, 1996, cited in Kerr et. al., 2008), who believe that although concept of IMC is not new, but the fact that previously marketing communication was not coordinated strategically and strategy is now deemed critical, gives this concept a new look. Another definition of IMC given by a well known author on IMC literature, Kliatchko (2005, cited in Kerr, et. al., 2008) reflects the same concept. As per the author: IMC is the concept and process of strategically managing audience-focused, channel-centered and results-driven brand communication programmes over time. This definition is a bit more specific and along with strategy and accountability it emphasis specifically on communication being channel-centered and audience-focused. The common point, however, in almost every definition of IMC is the fact that it enforces accountability over marketers and hence more and more marketers feel the need of using mediums that offer better measures of performance. Also different modes of communication are now used strategically to compliment each other. Managing and coordinating the integration of companys communication across different media and channels is an important aspect of IMC. IMC does involve a process/plan aimed at providing cons istency and impact through integration of communication via different mediums (Larich Lynagh, 2009). Moreover, Kitchen and Schultz (1997, cited in Kitchen, 1999 p. 63) believe that integrated marketing communications has significant value for the organization, specifically in lowering costs and having greater control over the marketing communications program. This is supported by Duncan and Everett (1993, cited in Kitchen, 1999 p. 63) who extend the benefits to include gaining competitive advantage through IMC. It can be generalized that the idea of IMC used in above theories/definitions revolve around a 360 degree marketing communication programs for any of the brand that is strategically designed to achieve desired objectives. Hence, it would be fair to say that IMC includes all kind of communication programs that targeted for the same objective, regardless of the medium used, be it TV, Print, Radio, Street Marketing, Social Marketing, Internet Marketing, PR, Green Marketing, or any other thing. 2.2.2. Emergence of IMC and transformation by Marketing Agencies The world-renowned management guru Peter Drucker (1955, cited in Smith Taylor, 2004) believed that any business has only two basic functions: marketing and innovation. Even though it was said more than half a century ago, but it still applies in todays world; that all marketers should be mindful of the need to measure the effectiveness of all marketing activities. The world of marketing communication has moved from big budgets and little accountability to a more demanding marketing environment where every action has to be justified with proper quantification of benefits of the actions. Earlier, the various tools of marketing communication were regarded as separate functions and were handled by experts in the relevant area. This resulted in overall marketing communications being uncoordinated and inconsistent (Koekomore Bird, 2004). This was then solved with the move towards IMC in 1980s which emphasized coordination of all tools of marketing communication (Belch Belch, 2004). Before the emergence of IMC concept, marketing communications were a lot concentrated on very few mediums of communication but then it was evolution of media management structures in agencies that brought forward the segregation of media agency experience into a) Traditional Media b) New Media. Traditional media includes mediums like television, radio, magazine, newspaper, and other options that agencies had expertise on prior the media revolution in 1980s and 1990s. On the other hand, new media comprised of other mediums like interactive, buzz street marketing, direct response, electronic, and other areas that were adopted by agencies during 1980s and 1990s to make the communication a lot more competitive (Sasser, et. al., 2007). Many companies are now realizing that effectively communicating with customers and other stakeholders involves more than traditional marketing communication tools. Marketers as well as advertising agencies are using the IMC approach and have adopted a complete marketing communication solution, which includes use of both traditional and new media. This is because with the emergence of more technological formats, the audience is being less responsive to traditional methods and the traditional formats too have become fragmented and have started targe ting specific audience (Belch Belch, 2004). Lately one of the greatest influences of this change on media has been that of Information technology. This idea is supported by Kitchen (1999) who believes that it is only with more reliance on electronic technology that concepts like interaction and integration in marketing communication has become more main stream. This transformation over the years has been described by classification of marketplaces in three categories by Schultz (1998), who is a well known author on the area of IMC. According to him these categories are: a) Historical Marketplace, b) Current Marketplace; c) 21st Century Marketplace. In Historical Marketplace marketing organization mostly had information technology, in sense of having IT departments within the organizations. In the Current Marketplace (also the second marketplace), the Channel actually became a dominant force. This was because information technology, in the form of point-of-sale systems, scanners, retail data gathering resources and the like, had given the Channel more and greater information about the consumer and the marketplace than it was available to the Marketer. The third marketplace (the 21st Century Marketplace), are those of some organizations today, but mostly it is the marketplace of the future. It is, however, the 21st Century Marketplace that is expected to bring about the greatest changes. The first two marketplaces were focused on outbound communication systems, such is, not the case with 21st Century marketplace. The communication here would be interactive. These communications would not be controlled by marketer or communication agency but by the customer. Schultz (1996, cited in Kitchen, 1999 p. 63) warned that communication technology and wider technological evolution would continue to drive integrated marketing communication and the old models of communication like homogeneity must be rethought. Its worth noticing that almost all of the new media introduced after 1980s has been digital, e.g. Internet, Mobile, Podcasts etc. This is one good reason why New Media is often used interchangeably with Digital Media in theories. New Media is associated with characteristics like interactivity and electronic (Manovich, 2002 cited in Wardrip-Fruin Montfont, 2002) which actually imply digital technology. To sum up, it can be argued that change in media management structures and move towards 360 degree integrated communication is a result of more strategic and measurable approach by companies which is nothing but the adoption of IMC. Also the advent of new media has increased the challenge for marketers, giving them more options with limited budgets and yet enforcing accountability. But have these additional options made an impact or have changed the trends in overall composition of marketing communication? The next section attempts to explore the same. 2.2.3 IMC composition Changing trends Media has undergone an extensive phase of development in the last ten years. Marketers were previously focusing on promoting their product/service through traditional mediums like TV, Radio, Newspapers, however, now the future of marketers appears to be digital as technology has become an important part of daily lives (Pall McGrath, 2009). Concepts like convergence have come in to bring more versatility in the communication mediums being used. As per Jenkins (2006) who is a renowned author on the topic of media convergence, the term convergence is defined as: Convergence represents a paradigm shift a move from medium-specific content toward content that flows across multiple media channels, toward the increased interdependence of communications systems, toward multiple ways of accessing media content, and toward ever more complex relations between top-down corporate media and bottom-up participatory culture. The concept certainly talks about making the communication mix interdependent bringing in more integration and moving towards having multiple ways of accessing media, i.e. bringing in more versatility in the marketing mix by using a mix of traditional and new media. Moreover, it refers to the behavior of media audience as being migratory, i.e. shifting to the media that can provide them their desired experience. In such an environment, consumers are actively involved in seeking new information and make connections among dispersed media content. Convergence has played its parts in shifting the trends. In the 1990s the digital media revolution paradigm suggested that new media would push aside traditional media and that internet would displace television, and by convergence it was meant that old media would be absorbed fully in emerging new media. However, the convergence paradigm proposes that old and new media would interact in ever more complex ways. New media has paved way for convergence as it has broken barriers that were separating different mediums. Since the beginning, each old medium is forced to co-exist with the emerging media. The concept of convergence indicates that the old media is not being displaced, rather their functions and status are being changed with new media options (Jenkins, 2006). Media convergence is more than simply a technological shift altering the relationship between existing technologies, industries, markets and audiences. The cell phone being a telecommunication device; also allows its users to play games, download information from the internet and receive and send photographs or text messages. These functions can be performed through other media appliances too. For instance; one can listen to The Dixie Chicks through a DVD player, car radio, walkman, computer MP3 files, a web radio station or a music cable channel (Jenkins, 2004). Convergence has brought dramatic changes in the media ownership and has increased media concentration. One such example is when News Corp, owned by media mogul Rupert Murdoch made its first internet purchase and bought MySpace in 2005 (BBC News, 2005). This was because it had realized that significant amount of advertising dollars were being moved from traditional to internet. Yahoo bought social networking sites Flickr, Upcoming.org and del.icio.us to enable content sharing with friends and family (PWC, 2006). Similarly, Walt Disney has become a multimedia giant since last two decades and has acquired various different media companies. It now has several film studios, printing companies, magazines, radio stations, television networks, publishing companies, and cable TV networks. This is one of the classic examples of convergence by a media company (Folkerts Stephen, 2006). Focus of marketers towards concepts like convergence and IMC have already made an impact on consumption of traditional media. More worrisome for traditional operators, however, it is the fact that an entirely new media sector has emerged over the past decade with countless new players who are both unregulated and well-funded (Therier Eskelsen, 2008). Hence, some media agencies have witnessed a trend whereby new media is becoming regular part of communication mix. According to Nielsen Wire (2009), one of the top media trends for 2010 would be that companies would have to make optimization of media convergence their top priority. Therefore, it is vital that media companies become a part of this new paradigm shift where converging old mediums with new would be required for greater returns on their investment. 2.2.4. Factors that influence IMC composition There is certainly a change in the trend of IMC composition. This section tries to explore what are some of the possible factors that may influence the composition of IMC. Study by Sonia Livingstone and Moira Bovill (1999), answers the potential reasons for evolution of digital media over the years and these factors certainly impact the composition of marketing mix too. These include: Parental fear for outdoor activities: The parents and children often explicitly link restrictions on the childs access to the world outside to increase media use within the home. A lot of parents dont want their children to go out much and then this time is spent watching TV or surfing over the internet. Income lifestyle: The usage of media is directly linked to the income level of household and their lifestyle. Working women are likely to have children who will be media-rich users. Children in reconstituted families are particularly likely to have screen entertainment media (TVlinked games machines, gameboys, PCs and television sets) that are not to be found elsewhere in the house. Children from one-parent families are more likely to have less expensive items such as books, walkmans and radios. The rise of bedroom culture: This trend evolved in the early 1980s from the European countries, significantly booming the media-rich users, where children were given access to their private TVs, computers and other media. Absence of leisure activities boredom: People that do not have a lot of social activities, engage themselves with media. Also loners are more likely than all other groups to turn to television, videos and interactive media when they are in need of excitement. Appeal of enhanced experience: The technology is becoming more interactive with each passing year. Interactivity incorporates several dimensions which characterize the changing modes of involvement with media: the exchange of roles involved in a two-way interaction; the degree of user control and management of content and timing of the interaction; thus enhancing the experience. The factors described above focus on youth by and large and this is due to the fact that technology adoption has proven to start from youngsters, because they tend to be accustomed to the new trends and are the early adopters. 2.3 Social Media

Proofs for God’s Existence Essay

God’s existence can be proven in a multitude of ways. However, several introductory caveats are in order. First, by â€Å"God,† we mean the traditional Christian concept of an all-powerful and wise creator. Second, the project of â€Å"proving† anything is logic or science is nearly impossible. Even the best laid logical plans and the most iron clad arguments can be torn to pieces by a skilled logician. Such a state does not invalidate the proofs in question, just merely that the language of the discipline is such that any logical design can be manipulated and refuted by one who ardently desires it be refuted. What is being dealt with here is that faith in the God of the Christians is not an irrational, â€Å"blind faith,† but one that is eminently reasonable and defensible on metaphysical, logical and scientific grounds. 1. The proof of Aristotle, used by Thomas Aquinas later, is the â€Å"hylomorphic† proof and is very important to medieval thoughts about God and the nature of his existence. The theory centers around the distinction between first, form and matter which, second, corresponds to action and passion, or act and potency. The form of an object is it in act, or developing towards its natural telos, or end. The matter is passive, that which has non being, that which still needs to be developed. But the nature of reality is such that as one rises in knowledge, the form dominates over the matter. Mathematics, for example, is almost purely form, with only a minuscule amount of material stuff. But what is the origin of such things? Only the world of pure form, and hence, pure act, that is, God. God is pure act, pure perfection with no more need for development. It is the form of Forms that renders unchanging knowledge possible. The matter within its formal shell is not nly passive, but accidental, in that it is only the generator of sensations, colors, etc. But such things cannot exist without a substratum (there is no red, without it being a red something), and hence, form is the object of knowledge, not the matter, or the â€Å"accident† of the object. But knowledge only sees form, never matter. Matter might present form in the guise of a sensate object, but logical and mathematics does not work this way, these are separated from matter. Hence, the more universal the knowledge, the less matter. Hence, the ultimately form of knowledge is Pure form, hence God (Owens, 1980: 20-25). 2. Similarly, the proof of St. Augustine from the point of view of unchanging truth. Any such unchanging truth must have a cause. The truths of mathematics or logic never change regardless of time or place, and hence, there must be an entity in existence who could have brought such a world into being. Such an entity must never change or alter its being in any way, and hence, must be perfect (the only need for change is to improve, if no need for change, then there is no need for improvement). Therefore, God exists (Augustine, 1996: 19). 3. In terms of scientific proof, there is the entire question of natural law. The world is held together by a series of laws that never seem to change. They are regular and can be seen throughout nature, from its macro to its micro level. The â€Å"sensate† part of nature, logically, is anterior to the laws that allow it to exist. Hence, the laws of nature had to have come first, and are the form within which the sensate part of nature functions. Hence, an entity must exist that is capable of creating natural laws within which all created being can function in a regular and logical manner. Only God can be the cause of such things (Copleston, . 2006, 518). 4. The Russian philosopher Vladimir Solovyev uses the critique of nominalism to prove the existence of God in his Lectures on Godmanhood. First, the idea of empiricism is faulty since no real individuals exist (only God has this quality, but this is putting the cart before the horse). The objects seen in daily experience are themselves not particulars, but universals, ultimately reducible to pulses of energy. Force is the ultimate reality of being in terms of metaphysics. Hence, the empirical approach to the world is arbitrary, since the particulars we take for granted are in fact huge and complex collections of force and energy that appear to the senses as colors, sounds, textures, etc. Hence, energy is the source of being, and hence, retain the ontological status as universals. But this can not be sufficient, since the universal nature of forces must be accounted for. And this accounting can only be an entity powerful enough to have first created these forces that ultimately would register in human senses as objects, seemingly solid and singular, but in truth, complex and made up of universals (and in fact, representing universals in themselves). But this ultimately spiritual reality must have an equally spiritual cause, that is God. In other words, as the empirical qualities of objects exist only in the mind, the ultimate reality of the world is to be found in universals, and hence, the world of spirit. But all spiritual objects must have a cause that is equally creative and powerful (Solovyev, 1948: 60-63). 5. Spinoza’s concept of God is slightly different from the Christian view, but not entirely dissimilar. Spinoza argues for a single entity, Substance, that is the ultimate basis for all sensate objects. Substance is God, the ultimate basis (avoiding the word â€Å"cause† here) for all change and movement. Logically, there is only one ultimate Substance since there is no real reason for positing and more than one entity that, itself, can survive all change, but is not available to the senses. Spinoza’s Substance is not something that can be apprehended by senses, but only by the mind, and hence, is a spiritual being. While many writers have broken their backs trying to hold that nature is God for Spinoza, there is no reason to hold this: God is what is behind nature and is the ultimate basis for all being. Spinoza is not a pantheist, as nearly all commentators hold. Spinoza held that all change needs a basis, something that does not change. That which we see as changing is the modes of existence, the sensate objects in space and time (or mind and body). All of these sensate things can be reduced to that which is extended and that which is mental, ultimately one thing seen from two different points of view. But these two are merely two available modes for human comprehension of an infinite object that never changes, but is at the root of change, its basis, and that is Substance, or God, an infinite being who lies at the root of all change and the laws that govern change. It itself, does not change, but contains infinite attributes that only appear incompletely to human beings under two attributes only. Spinoza does not hold that there needs to be a cause of all things, but he does hold that there needs to be a basis of all things, that this is God (Della Rocca, 2008, 42-48) 6. The last proof or vision of God is to be found in Apostolos Makrakis, the little known 19th century Greek metaphysician. He was a Christian rationalist who held that Descartes butchered his own method. Makrakis holds that one can begin with Descartes ontological doubt. But the conclusion to this doubt, cogito ergo sum, is an arbitrary end point. When I engage in methodological doubt, I come up with several conclusions: first, the doubter exists, second, that the doubter is not the cause of his own existence, and third, that God exists necessarily. All of this derives from the single act of cognition: it is the true unpacking of the cogito. Since if the cogito is true, than the other propositions are equally true at the same time, known intuitively. Since the cogito is not self-created, then the outside world and God must exist necessarily in the same act of cognition as the original cogito. If one must strip away the outside world in order to reach the cogito, than the outside world is real, since in removing it, one reaches the truth of existence. The outside world cannot be a phantom then, if the doubter is not self-created. Something needed to have created and sustained the doubter, and this is as certain as the cogito itself. But since that outside world itself is not self-created (in other words, that the outside world does not know itself through itself, but through another), than God necessarily exists, and again, as true as the cogito itself. Hence, the cogito really says: I exist, the outside world exists, God exists, all at the same time all in the same act of cognition since the cogito itself implies it (Makrakis, 1956, 42-43). Again, none of these proofs are final, but the same can be said for all logic and science. But these do who that reason assents to the existence of God as infinite and all powerful. Spinoza’s approach is the most interesting, since it is compatible with mechanistic science, but holds that such science necessarily needs a basis for action, and this is Substance. The argument #3 above is also very difficult to refute, since one cannot hold to an ordered universe without holding to natural law, and if that, than the cause of natural law itself. If that is denied, then one is in the unenviable position of trying to argue that the material objects of nature can and did exist without a law to govern their actions. Hence, evolution is impossible. Natural laws (and a lawgiver) had to be before the actual sensate part of creation. But this, in an odd way, is very similar to the argument of Spinoza. It seems that science itself cannot function without recognizing natural law and it’s a priori existence with respect to the objects of science themselves. Bibliography: Owens, Joseph (1980) Thomas Aquinas on the Existence of God. SUNY Press Augustine (1996) â€Å"On The Free Choice of the Will† Readings in Medieval Philosophy. Ed. Andrew Schoedinger. Oxford. 3-24 Copleston, Frederick (2006) History of Philosophy: Medieval Philosophy. Continuum International. Solovyev, Vladimir (1948) Lectures on Godmanhood. Lindisfarne Press (this is sometimes called Lectures on Divine Humanity) Della Rocca, Michael (2008) Spinoza. Taylor and Francis Makrakis, Apostolos (1956) â€Å"The Tree of Life. † in Foundations of Philosophy. Chicago, OCES. 1-104

Waste Water: Sources, Classes, Management

Waste H2O: Beginnings, Classes, Management Beginnings of effluent:Industrial EffluentsIndustrial effluent is the H2O or liquid-carried waste discharged from an industrial procedure generated from industry, production, trade, automotive fix, car wash, medical activity that may consists of lethal or harmful constituents. Industrial effluents can mean, hand in glove, an indispensable portion of municipal effluents and must be taken in to consideration in order to hold booming wastewater intervention system processes. In some topographic points, industrial effluent releases are gathered together with other community effluents and the assorted wastes are treated jointly. In other instance in point, the industry may afford some pretreatment or limited intervention of its effluents predating to dispatch to the urban cloacas. The sum and nature of the industrial waste is such that separate aggregation and disposal is indispensable. Industrial effluents differ extensively in composing, authority, flow and measure, based on the definite industry or fabrication constitution in the country. Common industries which manufacture considerable volumes of effluents comprises fiber and paper workss, steel Millss, crude oil refinement operations, fertiliser workss and others. Industrial discharges may incorporate really concentrated organic effluents with a great extend O demand, or consists of unwanted chemicals which may destruct cloacas and other composings. They may hold compounds which defend against biological debasement or toxic mechanism which hinder with suited operation of the effluent intervention works. A least common beginning which must be taken into consideration in an industrial waste, is thermic discharge because it reduces dissolved O values. Several industries make usage of immense sum of chilling H2O for case the electric power industry every bit good as the major chemical and metal industry besides uti lize considerable sum of chilling Waterss. Beginnings of industrial waste H2O are assorted, but the metal associated industries are the biggest subscribers. The creative activity ofiron from its ores engages influentialreductionreactions in blast furnaces.The transition of Fe or steel into useable stuff such as sheet, wire and rods necessitates hot and cold mechanical transition phases normally make usage of H2O as a lubricator and chilling agent. It may bring forth contaminations such as tallow, hydraulic oils, and particulate solids. Ending intervention of Fe and steel goods before forward sale into productions comprisespickling whereby in concentrated mineral acid to extinguish rust and creates the surface forchromium or Sn plating every bit good as for other surface interventions for case, galvanisation. Hydrochloric acid andsulfuric acid are the two acids widely used. Effluents contains acidic rinse Waterss added with waste acid. Although many workss manage to hold acerb recovery workss particularly the hydrochloric acid which includes the procedure of boling the mineral acidto take it from the Fe salts, but there is still presence of a immense volume of highly acidic ferric sulfateorferrous chlorideto be removed. Minesand preies industriesalso give rise to the production of primary waste H2O in the signifier of slurries of stone component parts in H2O. This phenomenon occur from rainfall rinsing draw roads and open surface and besides from stone lavation and grading actions. Great volume of H2O involved chiefly rainfall correlated originating on immense countries. Various specified divider operations, for case coal washingto split coal from inhabitant stone by using denseness gradients, can bring forth waste H2O contaminated particulatehaematiteandsurfactants. Effluent from ore resurgence workss and metal mines are surely polluted by the minerals exists in the native stone creative activity. Subsequent suppression and extraction of the wanted stuffs, unwanted stuffs might acquire become contaminated in the effluent. In metal mines industry, this can take history of unwanted metals such aszinc. Extraction of great value metals such asgoldandsilvermay green goods sludges holding bantam atoms wh ich make significant riddance of contaminations becomes on the whole complicated. The industrial effluent is greatly typical in both flow and pollution capacity. Hence, it is impracticable to consign lasting values to their constituents. On the whole, industrial effluents may dwell of suspended, colloidal and dissolved mineral and organic solids. These wastes might be discharged into the cloaca system every bit long as they don’t have any unwanted effect on intervention effectivity or unwanted effects on the cloaca system. It may be compulsory to hold a pretreatment system the wastes predating to dsicharge to the municipal system or it is important to a to the full treated when the wastes is traveling to be discharged unswervingly to come up or land Waterss. Classs of Effluenti?s Effluent can termed as municipal, industrial liquid, domestic, or liquid waste merchandises. Based on their beginning, effluents can be classed as commercial, industrial, healthful, or surface overflow.Sanitary sewerageThe used up H2O from residential countries and establishments, transporting organic structure wastes, ablution H2O, wastes derived from nutrient readyings, wastes from wash, and extra waste stuffs of common life, are classed as domestic or healthful sewerage. 2i?ZCommercial wastes Liquid-carried wastes from service houses and shops provides service to the nearby community, defined commercial wastes, are inclusive of domestic or healthful sewerage category if they posses features that are same to household flows. 3i?ZSurface overflow Surface overflow can be termed as overland flow, which is a fraction of precipitation that runs fleetly over the surface of the land to a definite channel.Gases and particulates from the environment, dissolved and leaches stuffs generated from dirt and flora, suspended affair from the terrain, washes spills and fragments from metropolis streets and main roads, carries all these pollutants as wastes to a aggregation terminal after absorbed by precipitation. Discharges are definedd as point-source when they originate from a pipe outfall, or non-point-source when they are diffused and generated from agribusiness or non channeled municipal land drainage overflow. 4. Storm H2O Stormwater discharges are prouced by overflow from land and impermeable countries such as cemented streets, parking countries, and building rooftops during snow events and rainfall. These discharges normally consists of extended pollutants that could unwantedly act upon quality of H2O. Polluted stormwater overflow is doing of injury to H2O organic structures. Numerous commercial or industrial stormwater discharges are regard as point beginnings The principal method to command stormwater discharges is through the usage of best direction patterns. Over land or via storm cloaca systems, polluted overflow is discharged, frequently unrefined, straight into local H2O organic structures. In unrestrained state of affairs, this H2O pollution can give rise to the devastation aquatic life home ground, a depletion in aesthetic significance and menaces to community wellness due to infected nutrient, imbibing H2O supplies, and recreational waterways. There are several types or categories of effluent that have been countrywide termed by the Consortium of Institutes for Decentralized Wastewater Treatment:GraywaterGraywater is termed as sewerage that does non hold lavatory wastes and H2O from non-food readying sinks, showers, and watering place. A graywater sister is one that receives, procedure, spread merely graywater. Toilet wastes from the residential country or other estlablishment have to be treated with other peculiar system or the abode has to hold a toilet. 2.Garage i ¬Ã¢â‚¬Å¡oor drain liquid Liquid wastes generated from garages serves lone and multi-family places may incorporate precipitation run outing from cars and liquids from agencies of transit lavation, spillage of stuffs amassed or utilised in the garage such as dilutants, dissolvers, pigments, pesticides, cleaners every bit good as liquids from vehicle patch such as gasolene, used oil, antifreeze, other.Hence, there is a possible for parlous waste and other harmful waste inflowing to the i ¬Ã¢â‚¬Å¡oor drain system.Commercial KitchenA commercial kitchen can be defined as centre of nutrient readyings that prepares assorted repasts or groceries and normally green goodss elevated strength effluent. The nutrient service effluent from these centres is harmless, non-perilous effluent and have about same composing as domestic effluent, but which may seldom hold one or more of its constituents crossed the archetypical domestic scopes. Its takes into consideration of all the sewerage wastes from feasible nutrient readyin g, nutrient handling processes or nutrient fabrication resources. Restaurants and bars about at all times have high-strength waste that creates troubles in sewerage intervention. Best direction patterns can be carried out to smooth the advancement of intervention. For case, bound nutrient atoms, the usage of chemicals which may destruct the intervention system’s good bacteriums, and besides limit usage of degreasers, A lubricating oil interceptor, a watertight setup can mean in order to gaining control, coagulate and maintain or extinguish fats, oils, and lubricating oil from food-service effluents. Mentions: United State Environmental Protection Agency. ( 2008 ) .Waste Water Management.Available: hypertext transfer protocol: //www.epa.gov/tribalcompliance/wwater/wwwastedrill.html. Last accessed 21st Feb 2014. Tetra tech.Inc. ( 2003 ) .Water quality methods.Available: hypertext transfer protocol: //n-steps.tetratech-ffx.com/statisticalTool-waterMethod.cfm. Last accessed 3rd Feb 2014. Allison A.Lewinsky ( 2006 ) .Hazardous Materials and Wastewater Treatment, Removal and Analysis. New York: Nova Science Publisher. 131-132. Rein Munter. ( 2003 ) . Industrial Waste Water.Industrial Waste Water Characteristics. 1 ( 18 ) , 185-194. Abdulrzzak Alturkmani. ( 2004 ) . Industrial Waste Water.Industrial Waste Water Characteristics. 1 ( 1 ) , 1-32. Tetra tech.Inc. ( 2003 ) .Water quality methods.Available: hypertext transfer protocol: //n-steps.tetratech-ffx.com/statisticalTool-waterMethod.cfm. Last accessed 23rd Feb 2014.

Collagen Facts and Functions

Collagen is a protein made up of amino acids that are found in the human body. Heres a look at what collagen is and how it is used in the body. Collagen Facts Like all proteins, collagen consists of amino acids, organic molecules made from carbon, hydrogen, and oxygen. Collagen actually is a family of proteins rather than one specific protein, plus it is a complex molecule, so you wont see a simple chemical structure for it. Usually, youll see diagrams showing collagen as a fiber. It is the most common protein in humans and other mammals, making up 25 percent to 35 percent of the total protein content of your body. Fibroblasts are the cells that most commonly produce collagen. The word collagen comes from the Greek word kolla, which means glue.Eighty percent to 90 percent of the collagen in the human body consists of types I, II, and IIIÂ  collagen, although at least 16 different forms of the protein are known.Gram for gram, type I collagen is stronger than steel.Collagen used for medical purposes need not be human collagen. The protein may also be obtained from pigs, cattle, and sheep.Collagen may be applied to wounds to serve as a scaffold on which new cells can form, thus improving healing.Because collagen is such a large protein, it is not absorbed through the skin. Topical products that contain collagen cant actually deliver any of it below the skin surface to replenish damaged or aging tissue. However, topical vitamin A and related compounds do promote collagen production. Functions of Collagen Collagen fibers support body tissues, plus collagen is a major component of the extracellular matrix that supports cells. Collagen and keratin give the skin its strength, waterproofing, and elasticity. Loss of collagen is a cause of wrinkles. Collagen production declines with age, and the protein can be damaged by smoking, sunlight, and other forms of oxidative stress. Connective tissue consists primarily of collagen. Collagen forms fibrils that provide the structure for fibrous tissue, such as ligaments, tendons, and skin. Collagen is also found in cartilage, bone, blood vessels, the cornea of the eye, intervertebral discs, muscles, and the gastrointestinal tract. Other Uses of Collagen Collagen-based animal glues may be made by boiling the skin and sinews of animals. Collagen is one of the proteins that give strength and flexibility to animal hides and leather. Collagen is used in cosmetic treatments and burn surgery. Some sausage casings are made from this protein. Collagen is used to produce gelatin, which is hydrolyzed collagen. It is used in gelatin desserts (such as Jell-O) and marshmallows. More About Collagen In addition to being a key component of the human body, collagen is an ingredient commonly found in food. Gelatin relies on collagen to set. In fact, gelatin can even be made using human collagen. However, certain chemicals can interfere with collagen cross-linking. For example, fresh pineapple can ruin Jell-O. Because collagen is an animal protein, theres some disagreement over whether foods made with collagen, such as marshmallows and gelatin, are considered vegetarian.