MBA SPECIALIZATIONS

Marketing Management
Designations like Product Manager, Brand Manager, Market Research Analyst, Territory Manager and Marketing Manager are all careers for people opting for the Marketing stream in MBA studies. Marketing has traditionally remained a very strong specialization option for students because of the elements of strategy, warfare and creativity in this field. Also whatever be the state of the marketbullish or recessionarymarketing people are never out of, or in search of, a job. Marketing includes Sales, Brand Management and specializations such as Market Research & Advertising. Sales responsibilities include achieving sales targets, mobilizing resources such as advertising budgets and executing special schemes and promotion drives. Marketing responsibilities include new product development, pricing, market research and sales forecasting. Brand Management is a progressive field where you are responsible for successful management of brands. Product Management or Brand Management, depending upon whether the product is a manufactured product or a consumer packaged good require MBAs to control and co-ordinate and take responsibility for the growth and profit viability of a product. Promotional opportunities are very much there and a successful Product/Brand Manager might go up the corporate ladder to Category Manager, to even the Vice-President of Marketing or Marketing Director. Service Marketing is a relatively new segment of the Marketing pie, and is being increasingly seen a separate category because the service side of all organizations are becoming important to retain customers. This is thus a parallel track to Product Marketing in many cases, and the main functions in service sectors like hotels and education. In the service sector, because of the relative importance of this function of marketing, the designation might be Marketing Manager, a person who oversees customer relationship, satisfaction and loyalty. To help in all marketing tasks, is the very important function of the Market Research Manager. It is the market researcher who compiles and collated all data regarding customer demography, tastes, segmentation and database marketing operations. This job is extremely statistical in nature and requires specialists with a yen for numbers. In the advertising world, the Account Manager rules. She performs many of the functions of the Product Manager, but on the agency side, handling company accounts and campaigns logistics. Marketing is the discipline that is the most famous amongst Management Graduates. People with good communication skills, leadership qualities and who are raring to go places generally find it extremely interesting. The career in Marketing has the maximum to offer in terms of responsibility, challenge, innovation and growth. Thus, marketing can be your bread-n-butter if you are willing to take the plunge! Companies that are in the business of selling the following categories of goods. Consumer Non-Durables (CND) are products that are in-between FMCG and durable goods, for instance, paints and lubricants. Some of the better known companies in this category are Asian Paints, Madura Coats, Castrol, Seagram, UB Group. Consumer Durables (CD) are goods that are durable, such as a TV set or a Washing Machine. Companies that are popular recruiters from this category are Blowplast, BPL, Philips, Titan Industries, Godrej, GE, Whirlpool, Hero Honda Motors, LG, and so on. Advertising and Market Research Leo Burnett, LOWE India (erstwhile Lintas), J. Walter Thompson, Ogilvy & Mather, Indian Market Research Bureau, ORG - MARG, Gallup. Fast Moving Consumer Goods (FMCG) are products that have a short shelf life and are instantly consumed. The front runners in this category are companies like Procter & Gamble, Unilever, Coca-Cola, Johnson & Johnson, Colgate-Palmolive, Marico, Cadbury, Nestle, Dabur, Pepsi, Godrej Soaps, Reckitt Coleman, Gillette.

Finance Management
Careers in Finance and accounting follow one of two distinct paths. An MBA in Finance can either be in Public accounting or in corporate accounting. Public accountants provide accounting services to other businesses. Public accounting firms like the famous Arthur Andersen or KPMG are usually partnerships and engage in audits of companies and giving their expert opinions on the financial affairs of the companies. An MBA here can provide a holistic view of the company affairs and hence works with a broader function base than, say, a Chartered Accountant or a Master of Accounts (USA). Besides most audit firms also provide a host of consultancy and advisory services which an MBA is in a better position to do. The

MBA degrees broad curriculum also helps him give opinions and suggest solutions on client management, and other strategic issues. In Corporate Accounting, an MBA is needed to manage the companys financial resources and make sure that there is optimal use of resources. Therefore, functions like budgeting, financial planning, resource allocation etc. come under the ambit of the MBA. The designations could be that of Finance Manager, or Financial Analyst and the career path could lead all the way to Chief Financial Officer (CFO). An MBA with a Finance Specialization learns a variety of subjects like Corporate Finance, Costing, Budgeting, International Finance, Working Capital Management and Investment Banking, Securities and Portfolio management. The job opportunities could be in Corporate Finance, Banking, Investment Banking in leading financial Institutions, Securities Analysis in brokerage firms, etc. Many people may not be aware that operations in the securities market is one of the biggest industries in India, or for that matter, in any country in the world. This is a career for people generally interested in quantitative skills and who would like to do a lot of planning, managing of resources and policy formation. "Number Crunching" is how most people would describe a career in finance! How best to manage money and its consequences is what Finance is all about. This specialization is a hot favorite amongst engineers. This is a career for people generally interested in quantitative skills and who would like to do a lot of planning, managing of resources and policy formation. "Number Crunching" is how most people would describe a career in finance! How best to manage money and its consequences is what Finance is all about. This specialization is a hot favorite amongst engineers. This is a career for people generally interested in quantitative skills and who would like to do a lot of planning, managing of resources and policy formation. "Number Crunching" is how most people would describe a career in finance! How best to manage money and its consequences is what Finance is all about. This specialization is a hot favorite amongst engineers. As a finance specialist one is expected to be good with numbers and a keen learner as the function requires one to interface with accounting, auditing, investor interest management, taxation, etc. A combination of MBA with finance specialization and Chartered Accountancy is considered a stepping-stone to a lucrative consultancy career. Firms that hire in this area are: Consultancies AF Ferguson, Deloitte & Touche Consulting, Accenture, BCG, McKinsey & Co., KPMG, Booz Allen & Hamilton. Banks Citibank, American Express, Credit Lyonnaise, Exim Bank, HDFC, Bank of America, HSBC, Standard Chartered Grindlays. Other Financial Companies Morgan Stanley, CRISIL, ICRA, CARE, GE Capital, UTI, Lehman Brothers, ICICI Bank, HDFC, Goldman Sachs and so on.

Human Resources
People are the most valuable asset of a company. This view is now accepted almost in all sectors and industries. MBAs in this field generally specialize in Compensation, where they decide on the packages to be given to employees if they have a knack for number crunching or in Personnel where they are in charge of Recruitment and Selection, Job Analysis, Performance Appraisals and the Grievance Redressal Cells. They may also be in charge of Employee training and development. Some new areas in HRD are Change Management, when a company adopts new management practices or after an Acquisition or a Merger. Other specific sections are Affirmative Action Planning and Equal Employment Opportunities. These areas ensure that there is no discrimination in recruitment and that it is done only on merit basis. These areas are not very prevalent in India, except in the Public sector where Affirmative Action takes the form of Reservations for SC/ST/OBCs. Most people say that HR Management is the management of the next millennium. That is, if you can manage your people well, they, in turn, will take care of your organization well. This has become the most important specialization in management over the recent years. Most people say that HR Management is the management of the next millennium. That is, if you can manage your people well, they, in turn, will take care of your organization well. This has become the most important specialization in management over the recent years. Most people say that HR Management is the management of the next millennium. That is, if you can manage your people well, they, in turn, will take care of your organization well. This has become the most important specialization in management over the recent years.

HRM is all about helping a company reach its goals by focusing on people management. The two broad categories of HRM are: 1. Plant (Factory) Personnel The Plant Personnel function of HRD deals with maintaining healthy and positive industrial relations. The activities here include recruitment, payrolls, appraisals, administration, and all matters concerned with the Workers' Union. A stint in Plant Personnel offers exposure to handling highly sensitive issues such as discipline and union negotiation. Top firms like ITC, HLL, Coke specifically recruit candidates for the personnel management function. 2. Corporate Personnel Corporate Personnel deals with HR activities in the corporate set-up that includes all managerial and supervisory staff. It covers all aspects from an employee's entry to exit, such as recruitment, attendance, leaves, pay, appraisals, audit and exit interviews. A lot of modern HR practices such as ESOP, 360-degree feedback and flexible timings have been path-breaking initiatives by some bright HR manager. You should possess good communication and inter-personal skills and present yourself as accessible, competent and charismatic. Two well-known HR firms are William Mercer and Noble & Hewitt. Apart from these all the top firms need HR professionals as it is one of the basic service functions in every company.

Information Systems Management

The last few years have seen the emergence of Information Technology (IT)T/Management Information Systems (MIS) as a major function of any industry, from being just a departmental function earlier. Indeed, no part of business is untouched by Information systems because of the growth of e-commerce and telecommunications. Operations MBAs require IS in procurement roles. The marketing MBAs use market research, and segmentation to formulate strategies; Finance MBAs require IS in equity research and corporate finance and even HR MBAs require IS in Change Management consulting! This is the reason that more and more MBAs are taking up extra credits in Information systems and IT even if they major in some other subject. For people specializing in MIS, the career path is quite rosy, if skewed in favor of engineers and technical graduates. One can join as System Analyst, and then go on to Technical Systems Manager and ultimately on to Chief Information Officer (CIO). Systems and Consultancy is almost synonymous with computers. Systems activity is a support function which is responsible for customized-development of IT solutions in all areas from automating attendance punching to putting daily sales and distribution data online, to developing Enterprise Resource Planning solutions. Consulting is provided to organizations to devise strategies for new initiatives in IT, Marketing, HR, etc. In the IT Industry, the options could be Project Management in a software development company like Infosys and TCS or Sales and Marketing in IT companies like IBM, Wipro, etc. An Engineer-MBA with a sound understanding of business concepts is seen as the best fit for the job of a project manager in software development, but a non-engineer is no disqualification either. For a successful Systems and Consulting career, you have to possess good analytical skills, be a good team-player and have an unending quest for knowledge. Companies that usually recruit for Systems are: IT Companies: SAP, Motorola, Satyam, HCL, TCS, Infosys, I2 Technologies, Wipro Infotech, Mindtree Consulting, etc. Over the past one decade the thing that has most astonished people in terms of growth is the IT Industry, popularly referred to as "INFOTECH" or "SOFTWARE". In all spheres of life, computers are becoming part and parcel of all human endeavours and a career in computers shows unmatched promise, potential and a veritable goldmine in terms of innovation. India too, has not been far behind as far as "Software Development" or Infotech growth. With the Government's policy of reforms in 1991, the entire Infotech market has seen a quantum leap. This has enthused job opportunities for computer-savvy individuals like never before. But these days a degree in Computers is not enough. Generally most industries seek graduates who have a flair in both Management and Computers. For such people, the career is an MBA in Systems. A major boom in the next five years is expected in the field of Internet related Electronic Commerce. In fact, most of the IT majors are concentrating on this area as it promises one of the highest growth rates due to the fact that India still has one of the lowest per capita PC penetration. Once the boom starts, experts predict it would be mind boggling. In fact, several enterprising young people have started companies that are dabbling in E-Commerce already. Engineers are best suited for a specialization in Systems. By the way, did you know that the world's largest bookstore is a website? (www.amazon.com)

Manufacturing Management
In Operations Management the two basic divisions are the Manufacturing or Production Operations and the Service Operations. The basic purpose is to increase efficiency to its optimal level. Most MBAs in this line complement their Operations specializations with a lot or credits in IT and Systems. An MBA might start off as a Manufacturing Manager, Product Supervisor and go on to Technical Product Manager of the division. Further Career growth may include General Manager of a division and finally up to Chief Technology Officer (CTO) of a company. In the service sector Operations include the same overall functions of Quality Assurance and Process Improvement, with focus on capacity constraints, queuing and outsourcing processes. Production specialization is generally preferred by engineers. Generally people with very specific inclination towards Production / Shop-floor Management go in for this. Manufacturing is one of the most important areas for any product-based business. Many techniques and theories have been developed by management schools which focus on issues relevant to the area. These skills are specially useful to those who are engineering graduates. The four types of opportunities are in : 1. Productivity Improvement 2. Quality Control 3. Inventory Control 4. Production Planning Operations Management is a comprehensive production-related responsibility that includes Inventory Management, Vendor Development, Purchase Management, and also areas which demand multi-disciplinary skills like Supply Chain Management and ERP (enterprise resource planning). A typical career would see one handling a few plants/vendors initially, followed by the responsibility for an entire factory, eventually leading to a role requiring a more strategic view like global sourcing for materials and imports. The focus of the production specialist is not on engineering problems, but on the managerial implications of engineering problems. The specific skills required are behavioural, technical, and statistical. These techniques are largely applied to manufacturing organisations. MBAs with this background stand a bright chance with several consultancy firms. Operations is a new stream that has come in the recent years and is getting popular very fast. People with this specialization are basically inter-disciplinary in nature. The responsibilities are huge and so are the returns. The market has welcomed this specialization with open arms. An operations person basically deals in the various internal and external movements and flows within an organization that affect its efficiency. These flows could be processes, relationships, vendor development, ancillary management etc. Again here, engineers are the most preferred of the lot. The skills required for any of the above jobs are eye for detail, people management skills, ability to negotiate, calmness in tough situations, sound technical knowledge, etc. Every manufacturing and sales and distribution company needs good operations guys. Here are the names of some of these firms: Larsen & Toubro, GE, Godrej & Boyce, Asian Paints, Philips, Crompton Greaves, Siemens, Mahindra & Mahindra, Maruti Udyog, Voltas, etc.

Management Consulting
The MBA degree gives one the best course to get into Management Consulting. A consultant is a person who is hired by businesses to give expert opinions on various functions with a view to make optimal usage of the companys resources. Although a person might get into the Management consultancy firms without the benefit of an MBA, usually they leave after two years of service or so to pursue an MBA degree as that is the bast way of vertical growth in that firm. Most of the top Management Consultancy firms of the world like Arthur Andersen, KPMG, Pricewaterhouse Coopers, Ernst & Young and Deloitte & Touche started off as Auditing concerns and later branched out into Management Consulting. The types of consulting services available vary widely according to specializations in MBA done. The areas in Consultancy for Operations/Manufacturing MBAs are Business Process Reengineering, Manufacturing Consulting, Operational Effectiveness and Strategic Consulting. HR MBAs may get into Organization Design or become Compensation Benefits or Change Management Consultants. IT MBAs frequently become Systems Consultants or HRIS Consultants or Database Consultants. General Management MBAs usually go into Strategic Consulting. The growth path of an MBA in a Consultancy

firm is such that they usually start by being Associates or Senior Consultants. Then they go on to Managing Consultant to Senior Manager to Associate Partner/Partner.

General Management
General Management is mainly for people who have some specialty already, and want to increase their oeuvre. Others pursue General Management as a corollary to some other core discipline. This is because there are practically no entry-level jobs in GM.

Entrepreneurship
Enterpreneurship is chosen by two kinds of people. One, who have family-managed businesses to handle or take over immediately after passing out from the institute, and the other kind who have ideas they want to implement in a new business after passing. The second kind is now very much in vogue, especially with the mushrooming ecommerce culture where every idea has a possibility of fruition in a flourishing business. The dot-com craze is a case in point. These ventures ate typically characterized by a large amount of risk, but with equally high returns if they succeed. Many ideas are implemented with an eye on an IPO (Initial Public Offering of stock) where they might be able to innovate and grow with the money flowing in. Small Business Management is again either for people who have a SSI (Small-Scale Industry) Unit waiting for them to handle or those who want to start one. Also the other career option is that of Strategic Consultancy to such small businesses.

MARKETING GLOSSARY OABCDEFGHIJKLMNOPQRSTUVWXYZ 80/20 Rule: The principle that 80 percent of sales volume for a product or service is generated by 20 percent of the customers. 5-Ws Model of Communication: A model of the communications process that contains five basic elements: who? (source), says what? (message), in what way? (channel), to whom? (receiver), and with what effect? (feedback). -AABC: Initials of the Audit Bureau of Circulation, a non-profit organization specializing in the verification of newspaper circulations. AIDA Model: A model that depicts the successive stages a buyer passes through in the personal selling process including: attention, interest, desire, and action. Absolute Costs: The actual total cost of placing an ad in a particular media vehicle. Adjacencies: Commercial spots purchased from local television stations that generally appear during the time periods adjacent to network programs. Advertising: Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Advertising Agency: A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process. Advertising Appeal: The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause. Advertising Campaign: a comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea. Advertising Creativity: The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems. Advertising Manager: The individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program.

Advertising Specialties: (Also a buzzword "Trash and Trinket") Items used as giveaways to serve as a reminder or stimulate remembrance of a company or brand, such as calendars, T-shirts, pens, key tags, and the like. Specialties are usually imprinted with a company or brand name and other identifying marks such as an address and phone number. Advertising Substantiation: A Federal Trade Commission regulatory program that requires advertisers to have documentation to support the claims made in their advertisements. Advocacy advertising: Advertising that is concerned with the propagation of ideas and elucidation of social issues of public importance in a manner that supports the position and interest of the sponsor. Aerial advertising: A form of outdoor advertising where messages appear in the sky in the form of banners pulled by airplanes, skywriting, and on blimps. Affect referral decision rule: A type of decision rule where selections are made on the basis of an overall impression or affective summary evaluation of the various alternatives under consideration. Affiliates: Local television stations that are associated with a major network. Affiliates agree to preempt time during specified hours for programming provided by the network and carry the advertising contained in the program. Affirmative Disclosure: A Federal Trade Commission program whereby advertisers may be required to include certain types of information in their advertisements so consumers will be aware of all the consequences, conditions, and limitations associated with the use of the product or service. Affordable method: A method of determining the budget for advertising and promotion where all other budget areas are covered and remaining monies are available for allocation. Agate Size of type face: line, standard unit of measurement for advertising space, one column in width and approximately 1/14" in depth, or about 14 agate lines to the column inch, approximately 22 characters in length. Agate Line: Unit of newspaper space measurement, I column wide by V14 inch deep. (Thus, 14 agate lines = 1 column inch). Agency evaluation process: The process by which a company evaluates the performance of its advertising agency. This process includes both financial and qualitative aspects. Alpha Activity: A measure of the degree of brain activity that can be used to assess an individual's reactions to an advertisement. Animatic: A preliminary version of a commercial whereby a videotape of the frames of a storyboard is produced along with an audio soundtrack. Arbitrary Allocation: A method for determining the budget for advertising and promotion based on arbitrary decisions of executives. Area of dominant influence (ADI): A geographic survey area created and defined by Arbitron. Each county in the nation is assigned to an ADI, which is an exclusive geographic area consisting of all counties in which the home market stations receive a preponderance of viewing. Attractiveness: A source characteristic that makes him or her appealing to a message recipient. Source attractiveness can be based on similarity, familiarity, or likability. Audimeter: An electric measurement device that is hooked to a television set to record when the set is turned on and the channel to which it is tuned. Audiotex: The use of telephone and voice information services to market, advertise, promote, entertain, and inform consumers. Average Frequency: The number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period.

Average quarter-hour figure: The average number of persons listening to a particular station for at least five minutes during a 15-minute period. Used by Arbitron in measuring the size of radio audiences. Average quarter-hour rating: The average quarter-hour figure estimate expressed as a percentage of the population being measured. Used by Arbitron in measuring the size of radio audiences. Average quarter-hour share: The percentage of the total listening audience tuned to each station as a percentage of the total listening audience in the survey area. Used by Arbitron in measuring the size of radio audiences. -BBaby Boomers: The generation of Americans born between 1946 and 1964. Balance of trade deficit: A situation where the monetary value of a country's imports exceeds its exports. Banner Multi-column header used to identify a section. Banner Ad: Web advertisement used to induce viewers to click through to targeted page. Barrier to entry: Conditions that make it difficult for a firm to enter the market in a particular industry, such as high advertising budgets. Barter syndication: The offering of television programs to local stations free or at a reduced rate but with some of the advertising time presold to national advertisers. The remaining advertising time can be sold to local advertisers. Behavioristic segmentation: A method of segmenting a market by dividing customers into groups based on their usage, loyalties, or buying responses to a product or service. Benchmark Measures: Measures of a target audiences status concerning response hierarchy variables such as awareness, knowledge, image, attitudes, preferences, intentions, or behavior. These measures are taken at the beginning of an advertising or promotional campaign to determine the degree to which a target audience must be changed or moved by a promotional campaign. Benday: Process affords shadow effects without necessity of halftone cut and patterns without actual art work. Benefit Segmentation: A method of segmenting markets on the basis of the major benefits consumers seek in a product or service. Better Business Bureau (BBB): An organization established and funded by businesses that operates primarily at the local level to monitor activities of companies and promote fair advertising and selling practices. Big Idea: A unique or creative idea for an advertisement or campaign that attracts consumers' attention, gets a reaction, and sets the advertiser's product or service apart from the competition. Billings: The amount of client money agencies spend on media purchases and other equivalent activities. Billings are often used as a way of measuring the size of advertising agencies. Bleed pages: Magazine advertisements where the printed area extends to the edge of the page, eliminating any white margin or border around the ad. Blind Ad: Advertisement wherein the identity of the advertiser is concealed via use of a Box Number. Body copy. The main text portion of a print ad. It is also often referred to as copy. Bonus packs: Special packaging that provides consumers with extra quantity of merchandise at no extra charge over the regular price. Bounce Back Coupon: A coupon offer made to consumers as an inducement to repurchase the brand.

Brand Development Index: An index that is calculated by taking the percentage of a brand's total sales that occur in a given market as compared to the percentage of the total population in the market. Brand extension strategy: The strategy of applying an existing brand name to a new product. Brand loyalty: Preference by a consumer for a particular brand that results in continual purchase of it. Brand manager: The individual in an organization responsible for planning, implementing, and controlling the marketing program for a particular brand. Brand managers are sometimes referred to as product managers. Broadcast Media: Media that use the airwaves to transmit their signal and programming. Radio and television are examples of broadcast media. Build-up Approach: A method of determining the budget for advertising and promotion by determining the specific tasks that have to be performed and estimating the costs of performing them. See objective and task method. Burke relections test: A method for pretesting finished print advertisements where consumers take home test magazines to read and are contacted the next day to determine opinions of the ads, recall of ad content, and other questions of interest to the advertiser. Burke Test: A method of posttesting television commercials using a day-after recall test provided by SAMI-Burke, Inc. Business to Business Advertising: Advertising used by one business to promote the products and/or services it sells to another business. Buying Center: A committee or group of individuals in an organization who are responsible for evaluating products and services and making purchase decisions. -CCamera-ready: A complete ad furnished by the advertiser ready to be stripped into the page. Carryover Effect: A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period. Category Development Index: An index that is calculated by taking the percentage of a product category's total sales that occur in a given market area as compared to the percentage of the total population in the market. Category Extension: The strategy of applying an existing brand name to a new product category. Category Management: An organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products. Central Route to persuasion: One of two routes to persuasion recognized by the elaboration likelihood model. The central route to persuasion views a message recipient as very active and involved in the communications process and as having the ability and motivation to attend to and process a message. Centralized Organizational Structure: A method of organizing for international advertising and promotion whereby all decisions are made in a company's home office. Centralized System: An organizational system whereby advertising along with other marketing activities such as sales, marketing research, and planning are divided along functional lines and are run from one central marketing department. City Zone: A category used for newspaper circulation figures that refers to a market area composed of the city where paper is published and contiguous areas similar in character to the city.

Classical Conditioning: A learning process whereby a conditioned stimulus that elicits a response is paired with a neutral stimulus that does not elicit any particular neutral stimulus comes to elicit the same response as the conditioned stimulus. Clients: The organizations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services. Clutter: The nonprogram material that appears in a broadcast environment, including commercials, promotional messages for shows, public service announcements, and the like. Cognitive Dissonance: A state of psychological tension or postpurchase doubt that a consumer may experience after making a purchase decision. This tension often leads the consumer to try to reduce it by seeking supportive information. Cognitive Processing: The process by which an individual transforms external information into meanings or patterns of thought and how these meanings are used to form judgments or choices about behavior. Cognitive Responses: Thoughts that occur to a message recipient while reading, viewing, and/or hearing a communication. Collateral Services: Companies that provide companies with specialized promotional services such as package design, sales promotion, media buying, market research, and ad production. Combination Rates: A special space rate or discount offered for advertising in two or more periodicals. Combination rates are often offered by publishers who own both morning and evening editions of a newspaper in the same market. Commission System: A method of compensating advertising agencies whereby the agency receives a specified commission (traditionally 15 percent) from the media on any advertising time or space it purchases. Communication Objectives: Goals that an organization seeks to achieve through its promotional program in terms of communication effects such as creating awareness, knowledge, image, attitudes, preferences, or purchase intentions. Communication task: Under the DAGMAR approach to setting advertising goals and objectives, something that can be performed by and attributed to advertising such as awareness, comprehension, conviction, and action. Comparative Advertising: The practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics. Compensatory decision rule: A type of decision rule for evaluating alternatives where consumers consider each brand with respect to how it performs on relevant or salient attributes and the importance of each attribute. This decision rule allows for a negative evaluation or performance on a particular attribute to be compensated for by a positive evaluation on another attribute, Competition oriented pricing strategy: A strategy whereby prices are set based on what a firm's competitors are charging. Competitive Advantage: Something unique or special that a firm does or possesses that provides an advantage over its competitors. Competitive Parity Method: A method of setting the advertising and promotion budget based on matching the absolute level of percentage of sales expenditures of the competition. Compliance: A type of influence process where a receiver accepts the position advocated by a source to obtain favorable outcomes or to avoid punishment.

Composition The demographic makeup of an audience. i.e. The Globe's '96 (Fall) Sunday readership is composed of 47% men and 53% women which equal 100% of total Sunday Globe readers. Computer Simulation Models: Quantitative based models that are used to determine the relative contribution of advertising expenditures on sales response. Concave Downward Function: An advertising/sales response function that views the incremental effects of advertising on sales as decreasing. Concentrated marketing: A type of marketing strategy whereby a firm chooses to focus its marketing efforts on one particular market segment. Concept testing: A method of pretesting alternative ideas for an advertisement or campaign by having consumers provide their responses and/or reactions to the creative concept. Conditioned Stimulus: In classical conditioning, a stimulus that becomes associated with an unconditioned stimulus and capable of evoking the same response or reaction as the unconditioned stimulus. Conjunctive Decision Rule: A type of decision rule for evaluating alternatives where consumers establish minimally acceptable levels of performance for each important product attribute and accept an alternative only if it meets the cutoff level for each attribute. Consent Order: A settlement between a company and the Federal Trade Commission whereby an advertiser agrees to stop the advertising or practice in question. A consent order is for settlement purposes only and does not constitute an admission of guilt. Consumer Behavior: The process and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. Consumer franchise building promotions: Sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity. Consumer Juries: A method of pre-testing advertisements by using a panel of consumers who are representative of the target audience and provide ratings, rankings, and/or evaluations of advertisements. Consumer oriented sales promotions: Sales promotion techniques that are targeted to the ultimate consumer such as coupons, samples, contests, rebates, sweepstakes, and premium offers. Consumer Socialization Process: The process by which an individual acquires the skills needed to function in the marketplace as a consumer. Continuity: A media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign. Contribution Margin: The difference between the total revenue generated by a product or brand and its total variable costs. Controlled Circulation Basis: Distribution of a publication free to individuals a publisher believes are of importance and responsible for making purchase decisions or are prescreened for qualification on some other basis. Cooperative Advertising Agreements: Advertising programs in which a manufacturer pays a certain percentage of the expenses a retailer or distributor incurs for advertising the manufacturer's product in a local market area. Copy: Contents of an advertisement - written copy, art work, photos, etc. In general, any and all material prepared for publication in the newspaper. Copy Platform (Also known as Creative): A document that specifies the basic elements of the creative strategy such as the basic problem or issue the advertising must address, the advertising

and communication objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive information or requirements. Copywrighter: Individuals who help conceive the ideas for ads and commercials and write the words or copy for them. Cost Per Order: (CPO) A measure used in direct marketing to determine the number of orders generated relative to the cost of running the advertisement. Cost Per Ratings Point: A computation used by media buyers to compare the cost efficiency of broadcast programs that divides the cost of commercial time on a program by the audience rating. Cost Per Thousand: A computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message. Cost Plus System: A method of compensating advertising agencies whereby the agency receives a fee based on the cost of the work it performs plus an agreed on amount for profit. Counterargument: A type of thought or cognitive response a receiver has that is counter or opposed to the position advocated in a message. Coverage Shows what % of a group (i.e. total men) are covered by readers of a publication. It is used to express a medium's potential within geography or among a demographic segment. Usually expressed as a percent, readership coverage is similar to circulation penetration. CPM Cost-Per-Thousand - A figure in comparing or evaluating cost efficiency of media schedules. Calculated by dividing the ad cost by either circulation or readership or by readership within a target group. Example: If a Sunday ad costs $2,000 and 1996 Sunday (Fall) Readership = 1,766,400. CPM Reach = Cost/Reach X 1000 = $2,000/1,766.400 = $1.13 Creative Boutique: An advertising agency that specializes in and provides only services related to the creative aspects of advertising. Creative Execution Style: The manner or way in which a particular advertising appeal is transformed into a message. Creative Selling: A type of sales position where the primary emphasis is on generating new business. Creative Strategy: A determination of what an advertising message will say or communicate to a target audience. Creative Tactics: A determination of how an advertising message will be implemented so as to execute the creative strategy. Cross Media Advertising: An arrangement where opportunities to advertise in several different types of media are offered by a single company or a partnership of various media providers. Cross Ruff Coupon: A coupon offer delivered on one product that is redeemable for the purchase of another product. The other product is usually one made by the same company but may involve a tie-in with another manufacturer. Cross Sell: A term used in personal selling that refers to the sale of additional products and/or services to the same customer. Culture: The complexity of learned meanings, values, norms, and customs shared by members of a society. Cume: A term used for cumulative audience, which is the estimated total number of different people who listened to a radio station for a minimum of five minutes during a particular daypart. Cumulative Coverage: The net coverage achieved by multiple insertions/spots of a particular media. -D

DAGMAR: An acronym that stands for defining advertising goals for measured advertising results. An approach to setting advertising goals and objectives. Day After Recall Scores: A measure used in on-air resting of television commercials by various marketing research companies. This represents the percentage of viewers surveyed who can remember seeing Dayparts: The time segments into which a day is divided by radio and television networks and stations for selling advertising time. Deception: According to the Federal Trade Commission, a misrepresentation, omission, or practice that is likely to mislead the consumer acting reasonably in the circumstances to the consumer's detriment. Demographics: Distribution of a population on selected characteristics such as age, sex, income, education, occupation, and geographic dispersion. Demographic Segmentation: A method of segmenting a market based on the demographic characteristics of consumers. Departmental System: The organization of an advertising agency into departments based on functions such as account services, creative, media, marketing services, and administration. Derived Demand: A situation where demand for a particular product or service results from the need for other goods and/or services. For example, demand for aluminum cans is derived from consumption of soft drinks or beer. Designated Market Area (DMA): The geographic areas used by the Nielsen Station Index in measuring audience size. DNIAs are nonoverlapping areas consisting of groups of counties from which stations attract their viewers. Differentiated Marketing: A type of marketing strategy whereby a firm offers products or services to a number of market segments and develops separate marketing strategies for each. Differentiation: A situation where a particular company or brand is perceived as unique or better than its competitors. Direct Action Advertising: Advertising designed to produce an immediate effect such as the generation of store traffic or sales. Direct Channels: A marketing channel where a producer and ultimate consumer interact directly with one another. Direct headline: A headline that is very straightforward and informative in terms of the message it is presenting and the target audience it is directed toward. Direct headlines often include a specific benefit, promise, or reason for a consumer to be interested in a product or service. Direct marketing: A system of marketing by which an organization communicates directly with customers to generate a response and/or transaction. Direct Marketing Media: Media that are used for direct-marketing purposes including direct mail, telemarketing, print, and broadcast. Direct Response Advertising: A method of direct marketing whereby a product or service is promoted through an advertisement that offers the customer the opportunity to purchase directly from the manufacturer. Direct Selling: The direct personal presentation, demonstration, and sale of products and services to consumers usually in their homes or at their jobs. Directional Medium: Advertising media that are not used to create awareness or demand for products or services but rather to inform customers as to where purchases can be made once they have decided to buy.

Display Advertising: Advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual elements in addition to copy text. Duplication: The number or percent of people in one vehicle's audience also exposed to another vehicle. Dyadic communications: A process of direct communication between two persons or groups such as a salesperson and a customer. -EEconomic Infrastructure: A country's communications, transportation, financial, and distribution networks. Economies of scale: A decline in costs with accumulated sales or production. In advertising, economies of scale often occur in media purchases as the relative costs of advertising time and/or space may decline as the size of the media budget increases. Effective Reach: A measure of the percentage of a media vehicle's audience reached at each effect frequency increment. Electrodermal response: A measure of the resistance the skin offers to a small amount of current passed between two electrodes. Used as a measure of consumers' reaction level to an advertisement. Electroencephalographic measures: Measures of the electrical impulses in the brain that are sometimes used as a measure of reactions to advertising. Emotional Appeals: Advertising messages that appeal to consumers' feelings and emotions. Evaluative Criteria: The dimensions or attributes of a product or service that are used to compare different alternatives. Evoked Set: The various brands identified by a consumer as purchase options and that are actively considered during the alternative evaluation process. Exchange: Trade of something of value between two parties such as a product or service for money. The core phenomenon or domain for study in marketing. Exclusive: A public relations tactic whereby one particular medium is offered exclusive rights to a story. Expertise: An aspect of source credibility where a communicator is perceived as being knowledgeable in a given area or for a particular topic. External analysis: The phase of the promotional planning process that focuses on factors such as the characteristics of an organization's customers, market segments, positioning strategies, competitors, and marketing environment External Audiences: In public relations, a term used in reference to individuals who are outside of or not closely connected to the organization such as the general public. External Audits: Evaluations performed by outside agencies to determine the effectiveness of an organization's public relations program. Eye tracking: A method for following the movement of a person's eyes as he or she views an ad or commercial. Eye tracking is used for determining which portions or sections of an ad attract a viewer's attention and/or interest. -FFailure Fee: A trade promotion arrangement whereby a marketer agrees to pay a penalty fee if a product stocked by a retailer does not meet agreed-upon sales levels. Fairness Doctrine: A Federal Communications Commission program that required broadcasters to provide time for opposing viewpoints on important issues.

Fear Appeals: An advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in (or not engaging in) a particular behavior. Federal Trade Commission: The federal agency that has the primary responsibility for protecting consumers and business from anticompetitive behavior and unfair and deceptive practices. The FTC regulates advertising and promotion at the federal level. Federal Trade Commission Act: Federal legislation passed in 1914 that created the Federal Trade Commission and gave it the responsibility to monitor deceptive or misleading advertising and unfair business Feedback: Part of message recipient's response that is communicated back to the sender. Feedback can take a variety of forms and provides a sender with a way of monitoring how an intended message is decoded and received. Field of experience: The experiences, perceptions, attitudes, and values that senders and receivers of a message bring to a communication situation. Field Tests: Tests of consumer reactions to an advertisement that are taken under natural viewing situations rather than in a laboratory. Financial Audit: An aspect of the advertising agency evaluation process that focuses on how the agency conducts financial affairs related to serving a client. First run syndication: Programs produced specifically for the syndication market. Fixed Fee Arrangement: A method of agency compensation whereby the agency and client agree on the work to be done and the amount of money the agency will be paid for its services. Flat Rates: A standard newspaper advertising rate where no discounts are offered for large quantity or repeated space buys. Flesch formula: A test used to assess the difficulty level of writing based on the number of syllables and sentences per 100 words. Flighting: A media scheduling pattern in which periods of advertising are alternated with periods of no advertising. Focus Groups: A qualitative marketing research method whereby a group of 10-12 consumers from the target market are led through a discussion regarding a particular topic such as a product, service, or advertising campaign. Format: Size, shape, layout, typography, etc. of an ad, page, section or total newspaper. To produce in a specified form of style. Frequency: The number of times a target audience is exposed to a media vehicle(s) in a specified period. Full Service Agency: An advertising agency that offers clients a full range of marketing and communications services including the planning, creating, producing, and placing of advertising messages and other forms of promotion. Functional consequences: Outcomes of product or service usage that are tangible and can be directly experienced by a consumer. -GGateFolds: An oversize magazine page or cover that is extended and folded over to fit into the publication. Gatefolds are used to extend the size of a magazine advertisement and are always sold at a premium. General: All display advertisements that are not for retail stores fall under the general advertising structure. The major general rate categories include national manufacturers, and service providers such as travel, financial, health, and entertainment. There are a few special rate cards for some segments within the general rate structure.

Geographical weighting: A media scheduling strategy where certain geographic areas or regions are allocated higher levels of advertising because they have greater sales potential. Geographic segmentation: A method of segmenting a market on the basis of different geographic units or areas. Global advertising: The use of the same basic advertising message in all international markets. Global Marketing: A strategy of using a common marketing plan and program for all countries in which a company operates, thus selling the product or services the same way everywhere in the world. Green Marketing: The marketing and promotion of products on the basis of environmental sensitivity. Gross Ratings Points: A measure that represents the total delivery or weight of a media schedule during a specified time period. GRPs are calculated by multiplying the reach of the media schedule by the average frequency. Group System: The organization of an advertising agency by dividing it into groups consisting of specialists from various departments such as creative, media, marketing services, and other areas. These groups work together to service particular accounts. -HHalo Effect: The tendency for evaluations of one attribute or aspect of a stimulus to distort reactions to its other attributes or properties. Headline: Words in the leading position of the advertisement; the words that will be read first or are positioned to draw the most attention. Hemisphere lateralization: The notion that the human brain has two relatively distinct halves or hemispheres with each being responsible for a specific type of function. The right side is responsible for visual processing while the left side conducts verbal processing. Heuristics: Simplified or basic decision rules that can be used by a consumer to make a purchase choice, such as buy the cheapest brand. Hierarchy of effects model: A model of the process by which advertising works that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action. The stages include awareness, interest, evaluation, trial, and adoption. Hierarchy of needs: Abraham Maslow's theory that human needs are arranged in an order or hierarchy based on their importance. The need hierarchy includes physiological, safety, social/love and belonging, esteem, and self-actualization needs. Horizontal Cooperative Advertising: A cooperative advertising arrangement where advertising is sponsored in common by a group of retailers or other organizations providing products or services to a market. Household Penetration (HH PEN): A term used to define coverage within a geography. It is expressed as a percent. Calculated by dividing circulation by the number of households. -IIdentification: The process by which an attractive source influences a message recipient. Identification occurs when the receiver is motivated to seek some type of relationship with the source and adopt a similar position in terms of beliefs, attitudes, preferences, or behavior. Image advertising: Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like. Image transfer: A radio advertising technique whereby the images of a television commercial are implante into a radio spot.

Index A percentage showing the relationship of a set of numbers to a standard base. Shows propensity to be above the average (101 or greater), average (100), or below average (99 or less) of a particular demographic. Indirect channels: A marketing channel where intermediaries such as wholesalers and retailers are utilized to make a product available to the customer. Indirect headlines: Headlines that are not straightforward with respect to identifying a product or service or providing information regarding the point of an advertising message. Industrial Advertising: Advertising targeted at individuals who buy or influence the purchase of industrial goods or other services. Information processing model: A model of advertising effects developed by William McGuire that views the receiver of a message as an information processor and problem solver. The model views the receiver as passing through a response hierarchy that includes a series of stages including message presentation, attention, comprehension, acceptance or yielding, retention, and behavior. Informational / rational appeals: Advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for owning or using the brand. Ingredient sponsored (Cooperative) Advertising: Advertising supported by raw material manufacturers with the objective being to help establish end products that include materials and/or ingredients supplied by the company. Inherent Drama: An approach to advertising that focuses on the benefits or characteristics that lead a consumer to purchase a product or service and uses dramatic elements to emphasize them. In-house agency: An advertising agency set up, owned, and operated by an advertiser that is responsible for planning and executing the company's advertising program. Innovation-adoption model: A model that represents the stages a consumer passes through in the adoption process for an innovation such as a new product. The series of steps include: awareness, interest, evaluation, trial, and adoption. Inquiry tests: Tests designed to measure advertising effectiveness on the basis of inquiries or responses generated from the ad such as requests for information, number of phone calls, or number of coupons redeemed. Inside cards: A form of transit advertising where messages appear on cards or boards inside of vehicles such as buses, subways, or trolleys. In store media: Advertising and promotional media that are used inside of a retail store such as point-of-purchase displays, ads on shopping carts, coupon dispensers, and display boards. Integrated Marketing Communication: An approach to promotional strategy that involves the coordination and integration of the various marketing and promotional programs by which an organization communicates with its customers. Integration Process: The way information such as product knowledge, meanings, and beliefs is combined to evaluate two or more alternatives. Interconnects: Groups of cable systems joined together for advertising purposes. Internal audiences: In public relations, a term used to refer to individuals or groups inside of the organization or with a close connection to it. Internal audits: Evaluations by individuals within the organization to determine the effectiveness of a public relations program. Internalization: The process by which a credible source influences a message recipient. Internalization occurs when the receiver is motivated to have an objectively correct position on an

issue and the receiver will adopt the opinion or attitude of the credible communicator if he or she believes the information from this source represents an accurate position on the issue. -JJingles: Songs about a product or service that usually carry the advertising theme and a simple message. -LLaboratory Tests: Tests of consumer reactions to advertising under controlled conditions. Lanham Act: A federal law that permits a company to register a trademark for its exclusive use. The Lanham Act was recently amended to encompass false advertising and prohibits any false description or representation including words or other symbols tending falsely to describe or represent the same. Layout: The physical arrangement of the various parts of an advertisement including the headline, subheads, illustrations, body copy, and any identifying marks. Lexicographic decision rule: A type of decision rule where choice criteria are ranked in order of importance and alternatives are evaluated on each attribute or criterion beginning with the most important one. Linage: Term expressive of advertising volume or content. Line extension: The strategy of applying an existing brand name to another product in the same category. Local advertising: Advertising done by companies within the limited geographic area where they do business. Localized advertising strategies: Developing an advertising campaign specifically for a particular country or market rather than using a global approach. -MMacroeconomic conditions: Factors that influence the state of the overall economy such as changes in gross national product, interest rates, inflation, recession, and employment levels. Macro environment: Uncontrollable factors that constitute the external environment of marketing including demographic, economic, technological, natural, sociocultural, and regulatory forces. MakeGood: An advertisement run as a replacement for one that was scheduled but did not run or that ran incorrectly. Marginal analysis: A principle of resource allocation that balances incremental revenues against incremental costs. Market opportunities: Areas where a company believes there are favorable demand trends, needs, and/or wants that are not being satisfied, and where it can compete effectively. Marketing: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing channels: The set of interdependent organizations involved in the process of making a product or service available to customers. Marketing Mix: The controllable elements of a marketing program including product, price, promotion, and place. Marketing Objectives: Goals to be accomplished by an organization's overall marketing program such as sales, market share, or profitability. Marketing Plan: A written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand.

Market Segmentation: The process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action Market Segments: Identifiable groups of customers sharing similar needs, wants, or other characteristics that make them likely to respond in a similar fashion to a marketing program. Mass media: Nonpersonal channels of communication that allow a message to be sent to many individuals at one time. Materialism: A preoccupation with material things rather than intellectual or spiritual concerns. Mechanical The finished art work ready for production. The term is usually applied to procedures involving separation art, type, paste-up, etc. Media objectives: The specific goals an advertiser has for the media portion of the advertising program. Media plan: A document consisting of objectives, strategies, and tactics for reaching a target audience through various media vehicles. Media Planning: The series of decisions involved in the delivery of an advertising message to prospective purchasers and/or users of a product or service. Medium: The general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, and outdoor. Microeconimic Trends: Patterns or developments in economic factors such as consumer income, savings, debt, and expenditure patterns. Milline rate: A unit for measuring the cost of newspaper advertising space in relation to circulation. The milline rate represents the cost per line of space per million circulation. Missionary sales: A type of sales position where the emphasis is on performing supportive activities and services rather than generating or taking orders. Mnemonics: Basic cues such as symbols, rhymes, and associations that facilitate the learning and memory process. Motivation research: Qualitative research designed to probe the consumer's subconscious and discover deeply rooted motives for purchasing a product. Motive: Something that compels or drives a consumer to take a particular action. Multiattribute attitude model: A model of attitudes that views an individual's evaluation of an object as being a function of the beliefs that he or she has toward the object on various attributes and the importance of these attributes. Multiple buying influences: The idea that a number of different individuals may influence the purchase process for a product or service within an organization. Multiplexing: An arrangement where multiple channels are transmitted by one cable network. -NNarrowcasting: The reaching of a very specialized market through programming aimed at particular target audiences. Cable television networks offer excellent opportunities for narrowcasting. National Advertising Review Board (NARB) A part of the National Advertising Division of the Council of Better Business Bureaus. The NARB is the advertising industry's primary selfregulatory body. National Advertising Review Council: An organization founded by the Council of Better Business Bureaus and various advertising industry groups to promote high standards of truth, accuracy, morality, and social responsibility in national advertising. Negatives Reversing the image of type or art - printing with a white image on black background.

Negotiated commission: A method of compensating advertising agencies whereby the client and agency negotiate the commission structure rather than relying on the traditional 15 percent media commission. Noise: Extraneous factors that create unplanned distortion or interference in the communications process. Noncompensatory integration strategies: Types of decision rules used to evaluate alternatives that do not allow negative evaluation or performance on a particular attribute to be compensated for by positive evaluation or performance on some other attribute. Non Personal Channels: Channels of communication that carry a message without involving interpersonal contact between sender and receiver. Nonpersonal channels are often referred to as mass media. Nonprice competition: A strategy of using factors other than price, such as advertising or product differentiation, as a basis for competition. -OObjective and task method: A build-up approach to budget setting involving a three-step process: (1) determining objectives, (2) determining the strategies and tasks required to attain these objectives, and (3) estimating the costs associated with these strategies and tasks. Off network syndication: Reruns of network shows bought by individual stations. On-air tests: Testing the effectiveness of television commercials by inserting test ads into actual TV programs in certain test markets. One-side message: Communications in which only positive attributes or benefits of a product or service are presented. One step approach: A direct-marketing strategy in which the medium is used directly to obtain an order (such as television direct-response ads). Operant conditioning: A learning theory that views the probability of a behavior as being dependent on the outcomes or consequences associated with it. Order Taking: A personal selling responsibility in which the salesperson's primary responsibility is taking the order. -PPACT (Positioning Advertising Copy Testing) A set of -principles endorsed by 21 of the largest U.S. ad agencies aimed at improving the research used in preparing and testing ads, providing a better creative product for clients, and controlling the cost of TV commercials. PMA: Primary Market Area. PMSA: Primary Metropolitan Statistical Area - A geographic area consisting of groups of MSAs with the most heavily populated used as a core - i.e. Boston PMSA, Brockton PMSA, Nashua PMSA. Participations: The situation when several advertisers buy commercial time or spots on network television. Pass Along Readership: The audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read, or when the magazine is read in places such as waiting rooms in doctors' offices, etc. Pattern Advertising: Advertisements that follow a basic global approach although themes, copy, and sometimes even visual elements may be adjusted.

Payout Plan: A budgeting plan that determines the investment value of the advertising and promotion appropriation. Percentage Charges: The markups charged by advertising agencies for services provided to clients. Percentage of projected future sales method: A variation of the percentage of sales method of budget allocation in which projected future sales are used as the base. Percentage of Sales Method: A budgeting method in which the advertising and/or promotions budget is set based on a percentage of sales of the product. Perception: The process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. Perceptual Map: A "map" of perceptions of the positions of brands or products as perceived by consumers. Peripheral route to persuasion: In the elaboration likelihood model, one of two routes to persuasion in which the receiver is viewed as lacking the ability or motivation to process information and is not likely to be engaging in detailed cognitive processing. Personal Selling: Person-to-person communication in which the seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea. Persuasion Matrix: A communications planning model in which the stages of the response process (dependent variables) and the communications components (independent variables) are combined to demonstrate the likely effect that the independent variables will have on the dependent variables. Phased processing strategy: An information processing strategy in which more than one decision rule is applied during the purchase decision process. Planograms: A planning configuration of products that occupy a shelf section in a store that is used to provide more efficient shelf space utilization. Point: Unit of measure for depth of printing: unit of measure for type sizes or faces, such as 8 point, 10 point, 12 point, etc.; 72 points equal 1 inch. Portfolio Tests: A laboratory methodology designed to expose a group of respondents to a portfolio consisting of both control and test print ads. Positioning: The art and science of fitting the product or service to one or more segments of the market in such a way as to set it meaningfully apart from competition. Positioning Strategies: The strategies used in positioning a brand or product. Posttests: Ad effectiveness measures that are taken after the ad has appeared in the marketplace. Preferred position rate: A rate charged by newspapers that insures the advertiser the ad will appear in the position requested and/or in a specific section of the newspaper. Premium: An offer of an item of merchandise or service either free or at a low price that is used as an extra incentive for purchasers. Preprinted inserts: Advertising distributed through newspapers that is not part of the newspaper itself, but is printed by the advertiser and then taken to the newspaper to be inserted. Press Release: Factual and interesting information released to the press. Pretests: Advertising effectiveness measures that are taken before the implementation of the advertising campaign. Price Elasticity: The responsiveness of the market to changes in price. Price-Off Deal: A promotional strategy in which the consumer receives a reduction in the regular price of the brand.

Primacy Effect: A theory that the first information presented in the message will be the most likely to be remembered. Primary Circulation: The number of copies of a magazine distributed to original subscribers. Primary Demand Advertising: Advertising designed to stimulate demand for the general product class or entire industry. Problem Detection: A creative research approach in which consumers familiar with a product (or service) are asked to generate an exhaustive list of problems encountered in its use. Problem recognition: The first stage in the consumer's decision-making process in which the consumer perceives a need and becomes motivated to satisfy it. Problem-solver Stage: A stage of personal selling in which the seller obtains the participation of buyers in identifying their problems, translates these problems into needs, and then presents a selection from the supplier's offerings that can solve those problems. Procreator stage: A stage of personal selling in which the seller defines the buyer's problems or needs and the solutions to those problems or needs through active buyer-seller collaboration, thus creating a market offering tailored to the customer. Product differentiation: The process employed in making products appear different from others. Product Manager: The person responsible for the planning, implementation, and control of the marketing program for an individual brand. Product Placement: A form of advertising and promotion in which products are placed in television shows and/or movies to gain exposure. Product specific preplanning input: Specific studies provided to the creative department on the product or service, the target audience, or a combination of the two. Product symbolism: The meaning that a product or brand has to consumers. Professional Advertising: Advertising targeted to professional groups. Program rating: The percentage of TV households in an area that are tuned to a program during a specific time period. Promotion: The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea. Promotional Management: The process of coordinating the promotional mix elements. Promotional Mix: The tools used to accomplish an organization's communications objectives. The promotional mix includes advertising, direct marketing, sales promotion, publicity/public relations, and personal selling. Promotional Plan: The framework for developing, implementing, and controlling the organization's communications program. Promotional Pull Strategy: A strategy in which advertising and promotion efforts are targeted at the ultimate consumer to encourage them to purchase the manufacturer's brand. Promotional Push Strategy: A strategy in which advertising and promotional efforts are targeted to the trade to attempt to get them to promote and sell the product to the ultimate consumer. Proof: Inked impression of type and engraving for re-reading, changes or corrections prior to publication. Prospector stage: A selling stage in which activities include seeking out selected buyers who are perceived to have a need for the offering as well as the resources to buy it. Prospects: Those persons who may be prospective customers based on a need for the product or service. Provider stage: A selling stage in which activities are limited to accepting orders for the supplier's available offering and conveying it to the buyer.

Psychoanalytic theory: An approach to the study of human motivations and behaviors pioneered by Sigmund Freud. Psychographic segmentation: Dividing the product on the basis of personality and/or lifestyles. Psychographic consequences and purchases: Purchase decision consequences that are intangible, subjective, and personal. Public Relations: The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program to earn public understanding and acceptance. Publicity: Communications regarding an organization, product, service, or idea that is not directly paid for or run under identified sponsorship. Puffery: Advertising or other sales presentations that praise the item to be sold using subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts. Pulsing: A media scheduling method that combines flighting and continuous scheduling. Pupillometrics: An advertising effectiveness methodology designed to measure dilation and constriction of the pupils of the eye in response to stimuli. Purchase intention: The predisposition to buy a certain brand or product. Push Money: Cash payments made directly to the retailers' or wholesalers' sales force to encourage them to promote and sell a manufacturer's product. -QQualified Prospects: Those prospects that are able to make the buying decision. Qualitative Audit: An audit of the advertising agency's efforts in planning, developing, and implementing the client's communications programs. Qualitative Media Effect: The positive or negative influence the medium may contribute to the message. -RRatings Points: A measurement used to determine television viewing audiences in which one ratings point is the equivalent of 1 percent of all of the television households in a particular area tuned to a specific program. Rational appeal: Communications in which features and/or benefits are directly presented in a logical, rational method. Reach: The number of different audience members exposed at least once to a media vehicle (or vehicles) in a given period. Recall Tests: Advertising effectiveness tests designed to measure advertising recall. Receiver: The person or persons with whom the sender of a message shares thoughts or information. Recency Effect: The theory that arguments presented at the end of the message are considered to be stronger and therefore are more likely to be remembered. Recognition method: An advertising effectiveness measure of print ads that allows the advertiser to assess the impact of an ad in a single issue of a magazine over time and/or across alternative magazines. Reference Group: A group whose perspectives, values, or behavior is used by an individual as the basis for his or her judgments, opinions, and actions. Refutational appeal: A type of message in which both sides of the issue are presented in the communication, with arguments offered to refute the opposing viewpoint.

Reinforcement: The rewards or favorable consequences associated with a particular response. Relative Cost: The relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare the prices of various media vehicles. Reminder Advertising: Advertising designed to keep the name of the product or brand in the mind of the receiver. Repositioning: The changing of a product or brand's positioning. Resellers: Intermediaries in the marketing channel such as wholesalers, distributors, and retailers. Response: The set of reactions the receiver has after seeing, hearing, or reading a message. Retail / Local Advertising: Advertising carried out by retailers and/or local merchants. I I ~ I I , k 1 :1 Retail trading zone: The market outside the city zone whose residents regularly trade with merchants within the city zone. ROI Budgeting Method: A budgeting method in which advertising and promotions are considered investments, and thus measurements are made in an attempt to determine the returns achieved by these investments. Rolling boards: Advertising painted or mounted on cars, trucks, vans, trailers, etc., so the exposure can be mobile enough to be taken to specific target market areas. Run of paper: A rate quoted by newspapers that allows the ad to appear on any page or in any position desired by the medium. -SS-Shaped Response Curve: A sales response model that attempts to show sales responses to various levels of advertising and promotional expenditures. Sales oriented objectives: Budgeting objectives related to sales effects such as increasing sales volume. Sales Promotions: Marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales. Sales Promotion Trap: A spiral that results when a number of competitors extensively use promotions. One firm uses sales promotions to differentiate its product or service and other competitors copy the strategy, resulting in no differential advantage and a loss of profit margins to all. Salient Beliefs: Beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude. Sampling: A variety of procedures whereby consumers are given some quantity of a product for no charge to induce trial. Schedules of reinforcement: The schedule by which a behavioral response is rewarded. Selective attention: A perceptual process in which consumers choose to attend to some stimuli and not others. Selective Binding: A computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence. Selective Comprehension: The perceptual process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences. Selective Demand Advertising: Advertising that focuses on stimulating demand for a specific manufacturer's product or brand. Selective Exposure: A process whereby consumers choose whether or not to make themselves available to media and message information.

Selective Learning: The process whereby consumers seek information that supports the choice made and avoid information that fails to bolster the wisdom of a purchase decision. Selective Perception: The perceptual process involving the filtering or screening of exposure, attention, comprehension, and retention. Selective Retention: The perceptual process whereby consumers remember some information but not all. Selectivity: The ability of a medium to reach a specific target audience. Self paced media: Media that viewers and/or readers can control their exposure time to, allowing them to process information at their own rate. Self regulation: The practice by the advertising industry of regulating and controlling advertising to avoid interference by outside agencies such as the government. Semiotics: The study of the nature of meaning. Shaping: The reinforcement of successive acts that lead to a desired behavior pattern or response. Showing: The percentage of supplicated audience exposed to an outdoor poster daily. Similarity: The supposed resemblance between the source and the receiver of a message. Situational determinants: Influences originating from the specific situation in which consumers are to use the product or brand. Single source tracking: A research method designed to track the behaviors of consumers from the television set to the supermarket checkout counter. Sleeper Effect: A phenomenon in which the persuasiveness of a message increases over time. Social Class: Relatively homogeneous divisions of society into which people are grouped based on similar lifestyles, values, norms, interests, and behaviors. Social Style Model: A model that suggests businesspersons' "social styles" will influence how they react on the job. Source: The sender-person, group, or organizationof the message. Source bolsters: Favorable cognitive thoughts generated toward the source of a message. Source derogations: Negative thoughts generated about the source of a communication. Source Power: The power of a source as a result of his or her ability to administer rewards and/or punishments to the receiver. Specialty Advertising: An advertising, sales promotion, and motivational communications medium that employs useful articles of merchandise imprinted with an advertiser's name, message, or logo. Split Runs: Two or more versions of a print ad are printed in alternate copies of a particular issue of a magazine. Split Run Test: An advertising effectiveness measure in which different versions of an ad are run in alternate copies of the same newspaper and/or magazine. Split 30s: 30-second TV spots in which the advertiser promotes two different products with two different messages during a 30-second commercial. Sponsorship: When the advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that appears within it. Spot Advertising: Commercials shown on local television stations, with the negotiation and purchase of time being made directly from the individual stations. Standard Advertising Unit: A standard developed in the newspaper industry to make newspaper purchasing rates more comparable to other media that sell space and time in standard units. Standard Learning Model: Progression by the consumers through a learn-feel-do hierarchical response.

Station reps: Individuals who act as sales representatives for a number of local stations and represent them in dealings with national advertisers. Storyboard: A series of drawings used to present the visual plan or layout of a proposed commercial. Strategic marketing plan: The planning framework for specific marketing activities. Subcultures: Smaller groups within a culture that possess similar beliefs, values, norms, and patterns of behavior that differentiate them from the larger cultural mainstream. Subheads: Secondary headlines in a print ad. Subliminal perception: The ability of an individual to perceive a stimulus below the level of conscious awareness. Superstations: Large external agencies that offer integrated marketing communications on a worldwide basis. Support advertising: Independent local stations that send their signals via satellite to cable operators that, in turn, make them available to subscribers (WPOR, WPIX, WGN, WSBK, WTBS). Support Argument: A form of direct marketing in which the ad is designed to support other forms of advertising appearing in other media. Support media: Consumers' thoughts that support or affirm the claims being made by a message. Sweeps periods: Those media used to support or reinforce messages sent to target markets through other more "dominant" and/or more traditional media. -TTarget Marketing: The process of identifying the specific needs of segments, selecting one or more of these segments as a target, and developing marketing programs directed to each. Target Ratings Points: The number of persons in the primary target audience that the media buy will reach-and the number of times. Team approach: A method of measuring the effectiveness of public relations programs whereby evaluators are actually involved in the campaign. Teaser Advertising: An ad designed to create curiosity and build excitement and interest in a product or brand without showing it. Tele-media: The use of telephone and voice information services (800, 888, 900, 976 numbers) to market, advertise, promote, entertain, and inform. Terminal posters: Floor displays, island showcases, electronic signs, and other forms of advertisements that appear in train or subway stations, airline terminals, etc. Testing bias: A bias that occurs in advertising effectiveness measures because respondents know they are being tested and thus alter their responses. Tests of comprehension and reaction: Advertising effectiveness tests that are designed to assess whether the ad conveyed the desired meaning and is not reacted to negatively. Theater testing: An advertising effectiveness pretest in which consumers view ads in a theater setting and evaluate these ads on a variety of dimensions. Top Down Approaches: Budgeting approaches in which the budgetary amount is established at the executive level and monies are passed down to the various departments. Total Audience / Readership: A combination of the total number of primary and pass-along readers multiplied by the circulation of an average issue of a magazine. Tracking Studies: Advertising effectiveness measures designed to assess the effects of advertising on awareness, recall, interest, and attitudes toward the ad as well as purchase intentions. Trade Advertising: Advertising targeted to wholesalers and retailers.

Trademark: An identifying name, symbol, or other device that gives a company the legal and exclusive rights to use. Trade Regulation Rules (TRR): Industry-wide rules that define unfair practices before they occur. Used by the Federal Trade Commission to regulate advertising and promotion. Trade Show: A type of exhibition or forum where manufacturers can display their products to current as well as prospective buyers. Transformational Advertising: An ad that associates the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement. Transit Advertising: Advertising targeted to target audiences exposed to commercial transportation facilities, including buses, taxis, trains, elevators, trolleys, airplanes, and subways. Two step approach: A direct- marketing strategy in which the first effort is designed to screen or qualify potential buyers, while the second effort has the responsibility of generating the response. -UUndifferentiated Marketing: A strategy in which market segment differences are ignored and one product or service is offered to the entire market. Unduplicated Research: The number of persons reached once with a media exposure. Unique Selling Position: An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer. Up front market: A buying period that takes place prior to the upcoming television season when the networks sell a large part of their commercial time. -VValues and lifestyles program (VALS): Stanford Research Institute's method for applying lifestyle segmentation. Vehicle option source effect: The differential impact the advertising exposure will have, on the same audience member if the exposure occurs in one media option rather than another. Velox: An image, such as an illustration, logo or photograph, reproduced on light sensitive paper. The image can be enlarged, reduced or copied by either a photographic or digital scanning process. Vertical cooperative advertising: A cooperative arrangement under which a manufacturer pays for a portion of the advertising a retailer runs to promote the manufacturer's product and its availability in the retailer's place of business. Video Advertising: Advertisements appearing in movie theaters and on videotapes. Videotext: An information retrieval service that occurs through one's personal computer. Voice-over: Action on the screen in a commercial that is narrated or described by a narrator who is not visible. -WWant: A felt need shaped by a person's knowledge, c-ulture, and personality. Waste coverage: A situation where the coverage of the media exceeds the target audience. Wheeler-Lea amendment: An act of Congress passed in 1938 that amended section 5 of the FTC Act to read that unfair methods of competition in commerce and unfair or deceptive acts or practices in commerce are declared unlawful. Word of mouth communication: Social channels of communication such as friends, neighbors, associates, co-workers, or family members.

-YYellow Page Advertisements: Advertisements that appear in the various Yellow Pages type phone directories. -ZZapping: The use of a remote control device to change channels and switch away from commercials. Zipping: Fast-forwarding through commercials during the playback of a program previously recorded on a VCR.

THE A-Z PERSONALITY TRAITS OF AN MBA

MBA entrance today is one of the most coveted career pathway as seen by the young graduates and college going students. Needless to emphasize, that MBA offers every aspirant a challenge to make it to a Top B-school, Perseverance to survive the grind at the B-School, consequently followed by a very bright and lucrative career. However clearing the MBA entrance requires specific traits and preparation. These traits are an integral part of a personality of a student and have to be inculcated as strong values to be made a part of their own system of learning. The A to Z of these values can be listed as follows: Attitude - MBA entrance is all about a perfect mix of attitude and aptitude. These primarily include Speed & Accuracy, Language Skills, Quantitative skills, Personality, Communication skills & Sincerity. Only a perfect Fit of all these qualities will make it through. Balance - In your approach to preparation a balance is a must. Focus on all the test area specifically and not over do or under do a test area. Usually a student fails to perform only on account of a test area he has been strong in and therefore had been neglecting it during preparatory stage. Conviction - MBA entrance is all about a perfect mix of attitude and aptitude. These primarily include Speed & Accuracy, Language Skills, Quantitative skills, Personality, Communication skills & Sincerity. Only a perfect Fit of all these qualities will make it through. Direction It is imperative to give yourself a proper direction for career pathway i.e. if you are appearing for MBA entrance, focus on it as a Career Alternative and just an entrance exam, Management has to be taken up as a profession and not a mere source of Income.

Efficacy - Doing right things is also equally important to efficiency (doing things right). It is possible that you may be solving the mock entrance papers with correct techniques, but are focussing on the areas that need to be developed at the same time , analysing your approach for a better score in the test paper? Face it - Take the MBA entrance preparations head on. It is possible that initially you may feel let down looking at your performance in the mock papers but every thing takes time, and you have to face it "Rome was not built in a day" Gear up - For the challenge ahead. Just when you think you have got the grip on vocabulary for example , you might simply lose points on account of the same. This happens, you must gear up for the element of surprise in the MBE entrance test paper. Home work - Do your homework before you attempt any national level MBA entrance test. Know the patterns of the question papers in the past, analyse and formulate a strategy to attempt it, manage you time effectively. Bottom line, go prepared. Introspection Do your SWOT analysis, find out the areas you are weak in. If you are unable to improve your scores in RC (Reading Comprehension), chances are that your reading habits have not been strong or focussed on reading a variety of topics. Work on it, start reading today, it is never to late. Judge your improvement - During your preparation focus on improvements and not just high scores have you improved on the test taking techniques ? , have you been able to manage your time well in the test ? evaluate your performance and be discreet in your judgement. Killer Instinct - Approach the preparations with a Do or Die attitude, tell yourself " I am going to make it even if it takes working long hours and late nights for the preparation" Like what you do - Many students indicate "I hate reading philosophy !!" well how do you plan to face a
philosophical passage in the RC section in an exam for all you know it might have 12 questions attached to it. You cannot afford to ignore it honestly you do not have much of a choice but to fall in love with reading, preparing on the topics you hate or dont know.

Maturity - Approach your preparations with maturity. Accept first that you need to learn and that there is much more to learn than what you know. This is the first step for preparation. Nitty Gritty - Work on the detailing. Check out whether or not you have been able to rectify the errors you made plus also work on the time factor i.e. could you have solved the same question which you got right in lesser time? Optimistic attitude - Attitude makes a difference in the kind of scores you can expect. Focus on it for making things happen for yourself and refrain from thinking parameters like "this is too tough, not meant for me" or "This is so lengthy, how can a person ever attempt the whole section?" Perseverance - Keep working no matter what it takes. You cannot afford to take anything for granted or leave it to chance, your career is on the line. Perseverance is the golden key, things might just happen to

be in your favour at the last minute and you would realise "Thank goodness I worked on it. I can handle it now" Quality + Quantity - Blindly solving examples 50 questions a day or 100 questions a day or 2 papers a day etc. does not help go in for the right kind of quantity, get your technique right by using qualitative preparatory material. Reading - Bead, read and yet more read. Read magazines, Newspapers, Reference books, Management books, etc.
enough is never enough, you will realise when it all adds up in the end.

Sincerity - To self and cause is a pre requisite for MBA entrance preparation. Students tend to lose focus after a while and try to find out short cuts to learning, cramming, not solving enough examples or even not even revising regularly remember you need to be sincere to yourself, you are doping for yourself and your career. Tolerance - To handle frustration and failures. Start with acceptance that "Yes I failed" or "I did not get good enough marks because I messed up" the fact that you have scored less only indicates that you still have a scope to improve drastically. Use you performance benchmarks to motivate yourself and a tool for improvement. For this you need to develop Tolerance. Ultimatum - Give yourself an ultimatum. "its now or never. I have to make it happen" This will help you to boost your morale and make you work still more and especially when you need it the most. Vision and Values - A vision for self is a must. Look at your self 25 years from now. How do you want to see yourself down the career pathway. Self employed as a consultant or a manufacturer or an exporter ; or in the corporate sector as a CEO. Think about it. 100 years from now when none of us reading this article would be alive, how would you like yourself to be remembered as? Give yourself a vision combine it with values and look at MBA as a mere stepping stone to achieving it. Wisdom - To work and plan out well in advance. Do not leave anything for the last minute. It is advisable to start atleast 12 to 18 months in advance to give yourself a cutting edge. Yen - For success (a strong urge/desire fire in the belly as we say) Zeal - To reach the Pinnacle of a Successful Career Pathway. If you can DREAM it, you can DO it. Your talent is God's gift to you. What you do with it is your gift back to God. It is only with the heart that one can see rightly, what is essential is invisible to the eye. The harder you fall, the higher you bounce. Do not the most moving moments of our lives find us without words?

People are like stained-glass windows. They sparkle and shine when the sun is out, but when the darkness sets in, their true beauty is revealed only if there is a light from within. The important thing is not to stop questioning. In three words I can sum up everything I've learned about life: It goes on. Don't go through life, GROW through life. No one can make you feel inferior without your consent. Shoot for the moon, Even if you miss, you'll land among the stars. Friends are those rare people, who ask how we are, and then wait to hear the answer. The future depends on what we do in the present. The most wasted of all days is one without laughter. Obstacles don't have to stop you, If you run into a wall, don't turn around and give up, Figure out how to climb it, go through it, or work around it. The meaning of things lies not, in the things themselves, but in our attitude towards them. The greater the obstacle, the more glory in overcoming it. When it is dark enough, you can see the stars. Vision: the art of seeing things invisible, Our life is frittered away by detail..., Simplify, SIMPLIFY. It is good to have an end to journey toward; but it is the journey that matters, in the end. Out of clutter, find Simplicity, From discord, find Harmony, In the middle of difficulty lies Opportunity. When I grow up I want to be a little boy. Be a good listener, Your ears will never get you in trouble. Enthusiasm is contagious. Start an epidemic. Man's mind stretched to a new idea, never goes back to its original dimensions. Do not go where the path may lead, go instead where there is no path and leave a trail. The trouble with being in the rat race is that even if you win, you're still a rat.

"Stay" is a charming word in a friend's vocabulary There are no short cuts to any place worth going. Life isn't a matter of milestones, but of moments. If you really want something you can figure out how to make it happen. There are two ways of spreading light -- to be the candle or the mirror that reflects it. Knowing is not enough; We must apply. Willing is not enough; We must do. As long as you're going to be thinking anyway, THINK BIG. Common sense is instinct. Enough of it is genius. If you think the problem is bad now, just wait until we`ve solved it. How long a minute is, depends on which side of the bathroom door you`re on. Reality is a hallucination caused by a lack of alcohol. Consciousness: That annoying time between naps. If your dog is fat, you aren't getting enough exercise. If Americans throw rice at weddings, do Chinese throw hot dogs ? How do you know when you run out of invisible ink ? Male zebras have white stripes, but female zebras have black stripes. No one appreciates the very special genius of your conversation as the dog does. Whenever I feel like exercise, I lie down until the feeling passes. Nostalgia isn't what it used to be... if names will never hurt you, what if someone wrote a name on a rock and threw it at you? the only two facilities that work on the bell system are schools and prisons. we don't make mistakes, we have happy little accidents. you know, the more i see of people, the more i like pigs.

paranoia is just reality on a finer scale. You have the capacity to learn from mistakes. You'll learn a lot today. The first myth of management is that it exists. God made the idiot for practice, and then He made the School Board. The average woman would rather have beauty than brains, because the average man can see better than he can think. Insanity is hereditary. You get it from your kids. Diplomacy is the art of saying "nice doggy" until you can find a rock. A diplomat is someone who can tell you to go to hell and make you feel happy to be on your way. I used to think I was indecisive, but now I'm not so sure. If you think nobody cares you're alive, try missing a couple of car payments. All I ask is a chance to prove that money can't make me happy. When you are in it up to your ears, keep your mouth shut. Eighty percent of all people consider themselves to be above average drivers. A truly wise man never plays leapfrog with a unicorn. There are three ways to get something done: do it yourself, hire someone, or forbid your kids to do it. Things are more like they used to be than they are now. The trouble with doing something right the first time is that nobody appreciates how difficult it was. Fashion is a form of ugliness so intolerable that we have to alter it every six months. People are always available for work in the past tense. Friends come and go, but enemies accumulate. A 44 magnum beats four aces. Just because your doctor has a name for your condition doesn't mean he knows what it is.

Philadelphia is not dull -- it just seems so because it is next to exciting Camden, New Jersey. Drive defensively. Buy a tank. Experience is something you don't get until just after you need it. People usually get what's coming to them .... unless it's been mailed. If you want your spouse to listen and pay strict attention to every word you say, talk in your sleep. You will be a winner today. Pick a fight with a four-year-old. "Mr Gandhi, what do you think of Western Civilization?" "I think it would be a good idea." If you have a difficult task, give it to someone lazy ... that person will find an easier way to do it. The sooner you fall behind, the more time you will have to catch up. A program bug can be changed to a feature by documenting it. A little nonsense now and then is relished by the wisest men. Be yourself....you're better at it. Those needing proof refuse to see it. (Walter Bartoo)

The time-travel convention will be held two weeks ago. Every hard-boiled egg is yellow inside. Everything starts as somebody's daydream (Larry Niven)

The most important thing in communication is to hear what isn't being said. The arm of the moral universe is long, but it bends towards justice. (M.L.King) Mondays are the potholes in the road of life. (Tom Wilson)

Change starts when someone sees the next step. (William Drayton) At the touch of love, everyone becomes a poet. (Plato)

Luck is a matter of preparation meeting opportunity. The best way to pay for a lovely moment is to enjoy it. (Richard Bach)

Sometimes the fool who rushes in gets the job done. (Al Bernstein) Everywhere is walking distance if you have the time. (Steven Wright) A warm smile is the universal language of kindness. Spring appears and we are once more children. In the race for quality, there is no finish line. (David T. Kearns) Children are likely to live up to what you believe of them. A true friend is someone who is there for you when he'd rather be anywhere else. Money is a good servant, but a bad master. Fatherhood is pretending the present you love most is soap-on-a-rope (B.Cosby) A leading authority is anyone who has guessed right more than once. Make no judgments where you have no compassion. Any fool can criticize, condemn and complain - and most do. (Dale Carnegie) It takes a long time to grow an old friend. If your ship doesn't come in, swim out to it! Communication is the universal solvent. You can't act like a skunk without someone getting wind of it. Happiness is a conscious choice, not an automatic response. (Mildred Barthel) Cherishing children is the mark of a civilized society. (Joan Ganz Cooney) Statistics are no substitute for judgment. (Henry Clay) Just remember, when you're over the hill, you begin to pick up speed. The hours that make us happy make us wise. (John Masefield) 186,000 miles per second isn't just a good idea - it's the law! Wherever you go, there you are. (Buckaroo Banzai)

You can drag a horse to water, but you can't make it drink. When God created Man she was only kidding. Any problem, to be a problem, must contain a lie The more adapted you are, the less adaptable you tend to be. The enemy's cold heart summons the arrow to it. (Zen saying)

Touch the hole in your life, and there flowers will bloom. (Zen saying) If it ain't broke don't fix it. Averages: head in the oven, feet in the freezer, on average I'm comfortable 1 hour is the time it takes to move 1 liter of boiling water 1 kilometer The race is not always to the swift but to those who keep on running What do women want, my God what do they want? (Sigmund Freud)

The sooner you fall behind, the more time you have to catch up. Good cooking takes time. If you are made to wait, it is to serve you better. Add little to little and there will be a big pile Practice is the best of all instructors Experience is a dear teacher, but fools will learn from no other. There is nothing in this world constant but inconstancy None love the bearer of bad news Life is tough, and then you die What we do not understand we do not possess Always keep a record of data - it indicates you've been working. On a clear disk you can seek forever There is no problem a good miracle can't solve

Reach out and byte someone The future isn't what it used to be - Arthur C. Clarke The later you arrive at work, the earlier you can leave We can get better ideas in 2 hrs of 'creative loafing' than in 8 hrs at work The subconscious mind is a mental fireless cooker where ideas simmer & develop Without wind, grass does not move. Without Software, Hardware is useless. A well-used door needs no oil in its hinges A swift flowing-stream does not grow stagnant Neither sound nor thoughts can travel through a vacuum I want to live forever, or die in the attempt. Siberia is a winter wonderland An investment is anything that costs more than you can possibly afford. The tower in Pisa is straight - the rest of the world is crooked. I am only visiting this planet Never talk to strange men To gain a good reputation, endeavor to be what you desire to appear. -Socrates "Easy to use" is easy to say. Here's to looking at you, kid! If music be the food of love then play on Life is the only thing worth living for You didn't walk out on me Mama, you just beat me to the door The other car collided with mine without giving warning of its intention I thought my window was down, but found it was up when I put my hand through it

The telephone pole was approaching fast To avoid hitting the bumper of the car in front, I struck the pedestrian. My car was legally parked as it backed into the other vehicle An invisible car came out of nowhere, struck my vehicle, and vanished. Somewhere, something incredible is waiting to be known. When we are back from backing up the backups the system will be back up. The first step of handling anything is gaining an ability to face it Man thrives only in the presence of a challenging environment Happiness is the overcoming of not unknown obstacles toward a known goal If man cannot face what he is, then man cannot be free Be true to your own goals Life is a game. A game consists of freedom, barriers and purposes. Probably the most neglected friend you have is you Any information is valuable to the degree that you can use it An sane person has difficulty in insane surroundings There is no greater curse than total idleness The supreme test of a person is his ability to make things go right Insecurity exists in the absence of knowledge Without order, nothing can grow or expand. A group is as capable as it contains capable individual members Confusion is contagious If a person lacks problems he will invent them Man will endure a lot of pain to obtain a little pleasure

To give you must be willing to receive. To receive you must be willing to give. There is no liar lying like an angry man Anything which is not directly observed tends to persist Where is the knowledge we have lost in information? -- T.S. Eliot Open the Pod bay doors Hal... The end is only the beginning... The price of liberty is eternal vigilance -- U.S.A.F. When machines go wrong they remind you of how powerful they are The rain in Spain falls mainly on the plain The Empires of the future are the Empires of the mind - Winston Churchill Of all the gin joints in all the towns of the world she walks into mine What is true for you is what you have observed yourself Never regret yesterday. Life is in you today, and you make your tomorrow. The only richness there is is understanding Ideas, and not battles mark the forward progress of mankind. All the happiness you ever find lies in you On the day when we can fully trust each other, there will be peace on Earth. Never give a sucker an even break. (W.C.Fields)

Never desert a comrade in need, in danger, or in trouble. Never withdraw allegiance once granted. Every time I kiss you I'm still not certain that you really love me. (Elvis) How many programmers to screw in a light bulb? None, it's a hardware problem! Solution to software problems: wait and while and they might just disappear

Solution to hardware problems: throw it away and buy a new one One morning I shot an elephant in my pajamas. How it got into it, I don't know. God gave me this illness to remind me that I'm not Number 1; he is. (Muhammed Ali) All answers are basically simple A civilization is as great as its dreams, and its dreams are dreamt by artists When in doubt, communicate! I can't be overdrawn, I still have some checks left. Good taste is the enemy of creativity. Old too soon, smart too late. If you want to make an easy job seem mighty hard, just keep putting it off. Workaholics Unanimous Myth --5: There is only one best way I don't care about money, I just want to be wonderful. If you have to be liked, you are spiked. If all things you eschew, they are glue. If you don't have a datum, create it. If you want to last, just move fast. If your vision is all blurry, you've got another worry. What you resist you become. (Taoist saying) M.Monroe. Picasso.

There is a sucker born every minute. People with dogs are cowards who don't dare bite people themselves. Some people give their worries swimming lessons in stead of drowning them. Difficult things take long time, impossible things a little longer. Flatter is healthy, if you don't inhale. A.Stevenson

You don't grow rich by a big income, but by small expenses. Life is a riddle. The solution is written on the backside. When you speak badly about others, you are telling who you are yourself. What I learned I don't remember. What little I know I have guessed. N.Chamford Do you love life? Then don't waste your time, 'cause that's what life is made of The biggest mistake you can make is to always be afraid of making one. A man who makes a mistake and doesn't correct it, is making another. Konfutse To fail to do good is as bad as doing harm. Life consists of little short moments. Truth is owned by everyone. There are 3 kinds of men who don't understand women: young, old, & middleaged. Let's live in a way so that even the undertaker gets sad when we die. Mark Twain A billion here, a billion there - pretty soon it adds up to real money. Do you think the person next to you knows everything you don't know? Never let a fool kiss you, never let a kiss fool you. Never kid a kidder. Make it as simple as possible but no simpler. God is not playing dice with the universe. The map is not the territory. (Albert Einstein) (Plutarch)

(Albert Einstein)

(Alfred Korzybsky) (R.Bandler)

The meaning of a communication is the result you get. People are basically good. Disappointment requires adequate planning.

(R.Bandler) (A.Einstein)

You can't solve a problem with the same kind of thinking that created it.

Imagination is more important than knowledge.

(A.Einstein)

Belief is not the beginning of knowledge -- it is the end. (Goethe) Speech is hard, but who can keep quiet? Act as if you'll live forever. Plan as if you would die tomorrow. Everything the government gives out it has taken from someone else. A word is a word, and a man is a floor rag. The sixth sheik's sheep's sick. There are no failures -- only feedback. (R.Bandler) We gotta keep up with the Joneses Great spirits often encounter violent opposition from mediocre minds. (Einstein) Wake up - the time is Now! You are much too intelligent to be affected by flattery Fool me once, shame on you. Fool me twice, shame on me. Don't be fooled by appearances, but be a master of illusion. Coincidence is God's way of remaining anonymous. (Albert Einstein) If you are a hammer everything looks like a nail. Almost anything is easier to get into than out of. There is a 50 percent chance of anything -- either it happens or it doesn't. Keep cool, but do not freeze. If anything can't go wrong, it will. Anything adjustable will sooner or later need adjustment. People are more likely to believe a quote if it is anonymous. (Anonymous) You always find something in the last place you look for it.

If at first you do succeed -- try to hide your astonishment. Traffic increases to fill the road space available. Do not speak more clearly than you think. It's deja vu all over again Secrecy is the enemy of efficiency, but don't let anyone know it. The less you know about an opportunity, the more attractive it is. He who laughs first laughs last .. if nobody laughs in the middle. Nothing is impossible for the man who will not listen to reason. Double negatives are a no-no Matter cannot be created or destroyed, nor can it be returned without a receipt. If it weren't for Edison we'd be watching TV by candlelight. A hen is only an egg's way of making another egg. When the smoke alarm goes off, dinner is served. Principles become modified in practice by facts. A pessimist is a person who mourns the future. Start every day with a smile and get it over with. (W.C.Fields) It's not what you know, it's how fast you can find it out. The longer the patient lives, the greater his chances of recovery. The chief enemy of good is better. Life is a do-it-yourself project. The tedium here is relieved only by the boredom. Time is nature's way of keeping everything from happening at once. When your work speaks for itself, don't interrupt.

Dividing 100% responsibility between two people gives 10% for each of them. You never know until you find out. Good enough isn't. I don't know. I'm making it up as I go along. Computers are stupid -- they do exactly what you tell them to do. Keep your feet close to the ground. Every time you lend money to a friend you damage his memory. If nobody minds, it doesn't matter. If it weren't for lawyers, we wouldn't need them. Any attempt to adjust the air conditioner will make it worse. Obviously crime pays, or there'd be no crime. (G.Gordon Liddy) He who laughs last .. thinks slowest. Blessed is he who has nothing to say and cannot be persuaded to say it. Too much ain't enough. Successful people never have to go to the bathroom. They -- whoever they may be -- can do whatever they want. The purpose of organizations is to stop things from happening. All men/women have ten faults. Pick ten faults you can live with. Go ahead, rock the boat. The only people who care are the ones who can't swim. You are totally unique, just like everyone else. If it wasn't for the last minute, nothing would get done. Anything with teeth sooner or later bites. A difference to be a difference must make a difference.

All machines have an innate sense of irresponsibility. The best things in life are messy. Do not judge other people, just snicker at them. Only Robinson Crusoe had everything done by Friday. The worst whistlers whistle the most. If you need four screws for a job, the first three will be easy to find. Any idea that was not put in by reason cannot be taken out by reason. The older I get, the better I used to be. Minds at rest rust. There is so much apathy in the world today .. but who cares? One hologram is worth 1,000,000,000 words. The secret of life is that there is no secret of life. In order to finish first, you must first finish. How long you live has nothing to do with how long you are going to be dead. Do what you can, with what you have, where you are. (Theodore Roosevelt) If it succeeds, it is right; if it fails, it is wrong. The person who has all the answers understands none of the problems. Never mistake activity for progress. If you don't make waves, you're not under way. Only fools can be certain; it takes wisdom to be confused. Sit at the feet of the masters long enough, and they'll start to smell. You want it bad, you'll get it bad. The floor moves further away when you bend over.

You can't make a fact out of an opinion by raising your voice. If we weren't all a little crazy, we'd go nuts. It is far better to get nowhere fast than to get nowhere slowly. Never get in a battle of wits without ammunition. Give me the luxuries of life and I will willingly do without the necessities. If you talk about someone behind their back, their back will be right behind you If you're asked to join a parade, don't march behind the elephants. If you work on a nonexistent problem there are much fewer obstacles to overcome. And on the Eighth day God said the world was funny, and She created Laughter. Thou shalt not practice mirth control. When you find a sacred cow, milk it for all it is worth. If the fit wears, shoo it. The journey is more important than the destination. Practice random kindness and senseless acts of beauty. Never clarify tomorrow what you can obscure today. A myth is an effeminate moth. The universe rearranges itself to accommodate your picture of reality. On a clear day you can see forever. Money is far more persuasive than logical arguments. (Euripides) Welcome to the next level! Look at me, I worked myself up from nothing to a state of extreme poverty. (Groucho Marx) You say you love me? Well, that and a nickel might buy me a cigar. Here's a dollar, go buy yourself a clean shirt.

You never know what is enough unless you know what is more than enough. (Wm.Blake) If you need a helping hand, the best place to look is at the end of your sleeve. Fear knocked on the door, Faith opened it, and there was no one there! As long as you have a window, life is exciting. Although fate presents the circumstances, how you react depends on your character. Trust everybody, but cut the cards yourself. (W.C.Fields) We can only appreciate the miracle of a sunrise if we have waited in darkness. Next to power without honor, the most dangerous thing in the world is power without humor. When you help someone up a hill, you're that much nearer the top yourself. The more I encourage a child to think for himself, the more he will care what I think. The one thing worse than a quitter is the one who is afraid to begin. May I never miss a rainbow or a sunset because I am looking down. Life is a song. Love is the music. When you've boxed yourself in, there is no sunshine. Each day slowly shapes our lives, as dripping water shapes the stone. Time, like a snowflake, disappears while we're trying to decide what to do with it. Most of today's worries are like puddles: tomorrow they will have evaporated. Being alive is loving being alive. Too many folks go through life running from something that isn't after them. Nobody really finds out what he believes until he begins to instruct his children. Love doesn't make the world go round. Love is what makes the ride worthwhile. If I knew that tomorrow the world would go to pieces, I would still plant an apple tree. People are lonely because they build walls instead of bridges.

The heart must have its time of snow .. to rest in silence, and then to grow. Be careful how you live; you may be the only Bible some people ever read. If the world seems cold to you, kindle fires to warm it. What lies behind us and what lies before us are tiny matters compared to what lies within. The best gifts are tied with heart strings. Take care of the minutes, and the hours and years will take care of themselves. Love arrives on tiptoe and bangs the door when it leaves. (Robert Lembke) To love and be loved is to feel the sun from both sides. (David Viscott) To hande yourself, use your head. To handle others, use your heart. I do not feel any age yet. There is no age to the spirit. I did not hear to words you said, instead I heard the love. Never close your lips to those to whom you have opened your heart. (C.Dickens) Life is an adventure in forgiving. (Norman Cousins) Happiness is made to be shared. A friend is a gift you give yourself. (Robert L. Stevenson) You don't know where your shadow will fall. Kites rise highest against the wind, not with it. (Churchill) Life is a mystery to be lived, not a problem to be solved. Gather the crumbs of happiness and they will make you a loaf of contentment. Minds are like parachutes -- they only function when open. Some people think they are generous because they give away free advice. How to levitate: throw yourself to the floor and miss it. The answer to the question: "What is the meaning of life and the universe?" is: 42.

Believing is a find thing, but placing those beliefs into execution is a test of strength. Everybody wants sympathy, but nobody wants anybody feeling sorry for them. If you love someone you must be strong enough to allow them to be. Children need love, especially when they don't deserve it. Failure is not defeat until you stop trying. It isn't what happens, it's how you deal with it. The mind forgets, but the heart always remembers. Live, Love, Laugh, and be happy. Habit is like a soft bed, easy to get into but hard to get out of. Man prefers to believe what he prefers to be true. (Bacon) I've had a lot of worries in my life, most of which have never happened. (MarkTwain) Earth laughs in flowers. Taking a moment to take it easy is being a friend to yourself. Why not go out on the limb? That's where all the fruit is. Time flies, but remember: you are the navigator. People who do things that count, never stop to count them. When spring is dancing among the hills, one should not stay in a little dark corner. When I was younger I could remember anything, whether it had happened or not. (Mark Twain) Science is organized knowledge. Wisdom is organized life. (Immanual Kant) Challenges make you discover things about yourself that you never really knew. Peace is not a season, it is a way of life. We forfeit three fourths of ourselves in order to be like other people. (Schopenhauer) Do what you can with what you have where you are. (Teddy Roosevelt)

Have you hugged someone today? A laugh is just like sunshine. It freshens all the day. Life is like an onion; you peel off one layer at a time, and sometimes you weep. Life is hard by the yard, but by the inch, life's a cinch. Love sought is good, but given unsought is better. (Shakespeare) When you get to the end of your rope, tie a knot and hang on. Soft is the heart of a child; do not harden it. You cannot build a reputation on the things you are going to do. You cannot push anyone up the ladder, unless he is willing to climb himself. The way to learn is to begin. Make your life an act of love. It takes both the sun and the rain to make a beautiful rainbow. All the wonders you seek are within yourself. (Sir Thomas Brown) Take a little time to do whatever makes a happy you. When the outlook is poor, try the uplook. Giving makes living more loving. Happiness is like jam. You can't spread even a little without getting some on yourself. An apology is a good way to have the last word. I hear and I forget. I see and I remember. I do and I understand. Patience is the ability to put up with people you'd like to put down. If you are willing to admit when you are wrong, you are right. Make your life an act of love. It's not the load that breaks you down, it's the way you carry it.

In my garden love grows. We may give without loving, but we cannot love without giving. Friends multiply joy and divide sorrow. The only reason some people listen to reason is to gain time for rebuttal. Beware what you set your heart upon, for it surely shall be yours. (Ralph Waldo Emerson) A yawn is a silent shout. Lift where you stand. Anyone bored these days is not paying attention. (Bill Copeland) Try not to become a person of success, but rather a person of value. (Albert Einstein) Some things have to be believed to be seen. (Ralph Hodgson) My conscience doesn't keep me from doing things. It does keep me from enjoying them. The reward of a thing well done is to have done it. You have achieved success if you have lived well, laughed often and loved much. Let there be spaces in your togetherness. Experience is the best teacher, but the tuition is very costly. To be what we are, and to become what we are capable of is the only end in life. Refusing to ask for help when you need it is refusing someone the chance to be helpful. A good rule for going through life is to keep the heart a little softer than the head. Cheerfulness is the atmosphere under which all things thrive. (Jean Paul Richter) Example is not the main thing in influencing others. It is the only thing. (Schweitzer) A little smile adds a great deal to your face value. Years wrinkle the skin, but lack of enthusiasm wrinkles the soul. (N.V.Peale) There is no thrill quite like doing something you didn't know you could. (G.K.Chesterton)

Things turn out best for the people who make the best of the way things turn out. For every problem there is an opportunity. Duty is a matter of the mind. Commitment is a matter of the heart. The first duty of love is to listen. You create your own reality. I can alter my life by altering the attitude of my mind. May you live all the days of your life. (Jonathan Swift)

Aim at the sun. You may not reach it, but you will fly higher than if you never aimed. The true vocation of man is to find his way to himself. (Hesse) Liberty is always unfinished business. Always do right. This will gratify some people and astonish the rest. (Mark Twain) Life can only be understood backwards, but it must be lived forwards. (Kierkegaard) A fault recognized is half corrected. Time is like the ocean, always there, always different. (Ogden Nash) Time is nature's way of preventing everything from happening at once. What the heart knows today the head will understand tomorrow. (James Stephens) The dictionary is the only place where success comes before work. The grass is greener on the other side, but it is just as hard to mow. A man wrapped up in himself makes a very small bundle. We must constantly build dikes of courage to hold back the flood of fear. You must believe to achieve. We should be patient with everyone, but above all with ourselves. The happiness of your life depends on the quality of your thoughts.

Life is there for the taking .. or the refusing. Friendship is the only cement that can hold the world together. Be a living expression of God's kindness. Life is the art of drawing without an eraser. A person's life is dyed with the color of his imagination. (Marcus Aurelius) Beware of all enterprises that require new clothes. (Thoreau) Happiness is not always measured in smiles. Deal with the faults of others as gently as with your own. To dream of the person you would like to be is to waste the person you are. Do not follow where the path leads. Rather go where there is no path and leave a trail. The true art of memory is the art of attention. He who cannot forgive others breaks the bridge over which he must himself pass. Think all you speak, but speak not all you think. Success depends on your backbone, not your wishbone. We are all ignorant about different things. (Will Rogers) Your dreams come true when you act to turn them into realities. A person who aims at nothing has a target he can't miss. Some people give and forgive; Others get and forget. A day of worry is more exhausting than a week of work. Go often to the house of a friend, for weeds choke the unused path. The man who rows the boat seldom has time to rock it. (Bill Copeland) Goodwill is earned by many acts; it can be lost by one. (Duncan Stuart) If my mind can conceive it, and my heart can believe it, I know I can achieve it. - Mother Theresa

The control center of your life is your attitude. Sadness is but a wall between two gardens. (Kahlil Gibran) A man of peace does more good than a very learned man. (Thomas a'Kempis) Happiness is acceptance. If you must worry - worry BIG! Most of all - let love guide your life. (Colossians 3:14)

Wealth is not what we have, but what we are. The darkest hour is only 60 minutes long. You can save yourself a lot of trouble by not borrowing any. Love is what dreams are made of. When you love others you aren't nervous. (Mary Martin) Live in peace in a time of stress. Words should be weighed - not counted. Work is love made visible. No matter what your lot in life may be, build something on it. Gentle words work better than hard ones. Children have more need of models than of critics. We make a living by what we get. We make a life by what we give. The gift of happiness belongs to those who unwrap it. You are never fully dressed until you wear a smile. Our best preparation for tomorrow is the proper use of today. People who like others are people others like. There's always room for improvement; It's the biggest room in the house.

Make one person happy each day, even if it's yourself. Believe that you have it, and you have it. He who has no fire in himself cannot warm others. You cannot sit on the road to success for if you do, you will get run over. You won't even get started if you wait for all the conditions to be "just right." Where there is an open mind there will always be a frontier. It is far better that we should err in action than completely refuse to perform. A different world cannot be built by indifferent people. Keep your fears to yourself, but share your courage with others. A man can't ride your back unless it's bent. (M.L.King) Improvement begins with "I". To love something is to give it room enough to grow. It's not a matter of growing old, it's getting old if you don't grow. A happy memory is a joy forever. A candle loses nothing of its light by lighting another candle. (Kelly) Sometimes you already have what you pray for. The person who makes no mistakes usually does not make anything. To enjoy life we must touch much of it lightly. (Voltaire) The only thing worse than watching a bad movie is being in one. (Elvis Presley) The world is more alive at night; it's like God isn't looking. (Elvis Presley)

Visualize the type of person you want to be. Then act as if you already ARE that person. Cashews are nuts. Guillotine operators get severance pay.

Refrigerators are frigid. This is your slum - keep it clean. War is good business. Lincoln is alive and living in Disneyland. Do I have the party to whom I am speaking? Love yourself, love the Earth, respect life. Destiny is not a matter of chance. It's a matter of choice. Believe you can, believe you can't - either way, you're right. Obstacles are what you see when you take your eyes off your goals. Winners expect to win in advance. Life is a self-fulfilling prophecy. The difference between ordinary and extraordinary is that little extra. If you refuse to accept anything but the best, you very often get it. Failure is the opportunity to begin again more intelligently. Man's mind, once stretched by a new idea, never regains its original dimensions. Well done is better than well said. Success is a journey, not a destination. Bravery is not a lack of fear. It's proceeding in spite of it. Even if on the right track, you'll get run over if you just sit there. All things are difficult before they are easy. The price of greatness is responsibility. Genius is 1% inspiration and 99% perspiration. No problem can withstand the assault of sustained thinking. Things may come to those who wait, but only the things left over by those who hustle.

A great pleasure in life is doing what people say you cannot do. You can't steal second base and keep your foot on first. Chance favors the prepared mind. Success is simply a matter of luck. Ask any failure. Luck is what happens when preparation and opportunity meet. Consistency isn't a necessary aspect of life. The universe is unfinished, you know. The threshold of insult is in direct relation to intelligence. A mistake proves that at least someone stopped talking long enough to do something. Well the trouble with being a good sport is that you have to lose to prove it. Before borrowing money from a friend, first decide which you need more. The world owes you nothing -- it was here first. One way to stop people from jumping down your throat is to keep your mouth shut. If there's something I can't stand, it's a person who talks while I'm interrupting. If hard work is the greatest thing on earth, I'll try Mars. The shortest answer is doing. It is better to wear out than rust out. One doesn't get chances -- one takes chances. Imagination is real. Everything is true. On Western civilization: "I think it would be a good idea." -- Mahatma Gandhi We are all just crash dummies on the information highway -- Steve Worona If we do not succeed, then we face the risk of failure. -- Dan Quayle

It's difficult to work in a group when you're omnipotent. -- Q (from Star Trek)

Money - the root of all evil... Man needs roots. If you're happy and you know it, clank your chains! My religion is very simple. My religion is kindness. We do not remember days, we remember moments. Do every act of your life as if it were your last. The purpose of life is a life of purpose. - The Dalai Lama - Casare Pavese

- Marcus Aurelius

- Robert Byrne

The heart that breaks open can contain the whole universe. - Joanna Macy Give light, and the darkness will disappear of itself. - Erasmus

Keep on sowing your seed, for you never know which will grow - perhaps it all will. Experience praises the most happy the one who made the most people happy. Each small task of everyday life is part of the total harmony of the universe. It is in the shelter of each other that the people live. - Irish proverb

Kind words can be short and easy to speak but their echoes are truly endless. - M.Theresa Let the beauty we love be what we do. - Rumi It is better to give and receive. - Bernard Gunther When strangers start acting like neighbors, communities are reinvigorated. - R.Nader Do everything with a mind that lets go. Do not expect praise or reward. - Achaan Chah Always try to be a little kinder than is necessary. - Sir James Barrie If you stop to be kind, you must swerve often from your path. - Mary Webb Wherever there is a human being there is an opportunity for kindness. - Seneca There must be more to life than having everything! Kindness is the noblest weapon to conquer with. We may have all come on different ships, but we are in the same boat now. - M.L.King - Maurice Sendak

Practice random kindness and senseless acts of beauty. There is nothing wrong with you that some prozak and a polo mallet wouldn't handle. If you can explain it, you aren't experiencing it. The first prerequisite of an advanced being is a sense of humor. - Richard Bach

The only thing worse than not getting what you want is getting what you want. The reason we have time is so everything doesn't happen at once. Oh, you actors on the stage of life, playing the parts of that which you are not. - The Bible Zenmaster to Hotdog Vendor: "Make me one with everything" The designer of the path is the guy standing at the end of it. - Amos Jessup DARE to get the CIA off drugs. The fire of adversity will melt you like butter, or temper you like steel. The choice is yours. It's easier to apologize afterwards than getting something allowed in the first place. - Clifford Stoll There is never any need to worry. We have enough shovels to bury everybody. The quickest way to kill the human spirit is to ask someone to do mediocre work. - Ayn Rand "A stand can be made against invasion by an army; no stand can be made against invasion by an idea." --Victor Hugo, _Histoire d'un Crime_ Refuse Novacaine... Transcend Dental Medication "The school of hard knocks is an accelerated curriculum." Menander "When I was a boy I was told that anybody could become President; I'm beginning to believe it." Clarence Darrow "Forgive your enemies, but never forget their names." John F. Kennedy "They say you can't do it, but sometimes it doesn't always work." Casey Stengel "It's a rare person who wants to hear what he doesn't want to hear." Dick Cavett "The two hardest things to handle in life are failure and success." Unknown

"When it is not necessary to make a decision, it is necessary not to make a decision." Lord Falkland "By the time we've made it, we've had it." Malcolm Forbes "The Trouble with life in the fast lane is that you get to the other end in a hurry." John Jensen "Life is thirst." Leonard Michaels " A single sunbeam is enough to drive away many shadows." St. Francis of Assisi "Ideas must work through the brains and the arms of good and brave men, or they are no better than dreams." Emerson "When the fight begins within himself, a man's worth something." Robert Browning "A man who wants to lead the orchestra must turn his back on the crowd." James Crook "Example is contagious behavior." Charles Reade "All man's gains are fruit of venturing." Herodotus "No one grows old by living--only by losing interest in living." Marie Beynon Ray "Where there is unity there is always victory." Publilius Syrus "Action without study is fatal. Study without action is futile." Mary Beard "Every noble work is at first impossible." Carlyle "Things don't turn up in this world until somebody turns them up." James A. Garfield "The only way to compel men to speak good of us is to do it." Voltaire "In the mountains of truth you never climb in vain." Friedrich Nietzsche "The real price of everything is the toil and trouble of acquiring it." Adam Smith "Power is not revealed by striking hard or often, but by striking true." Honore de Balzac "My precept to all who build, is, that the owner should be an ornament to the house, and not the house to the owner." Cicero "A multitude of laws in a country is like a great number of physicians, a sign of weakness and malady." Voltaire

"The biggest reward for a thing well done is to have done it." Voltaire "Worry is interest paid on trouble before it comes due." William Ralph Inge "Man is what he believes." Anton Chekhov "The same hammer that breaks the glass forges the steel." Russian Proverb "Better to do a little well, than a great deal badly." Socrates "Dishonesty, cowardice and duplicity are never impulsive." George Knight "Habit is either the best of servants or the worst of masters." Nathaniel Emmons "If we don't discipline ourselves the world will do it for us." William Feather "Dreams never hurt anybody if he keeps working right behind the dream to make as much of it come real as he can." Frank W. Woolworth "The price of power is responsibility for the public good." Winthrop W. Aldrich "The more noise a man or a motor makes the less power there is available." W. R. McGeary "It is not permitted to the most equitable of men to be a judge in his own cause." Pascal "There is no fire like passion, there is no shark like hatred, there is no snare like folly, there is no torrent like greed." Buddha "He that wrestled with us strengthens our nerves and sharpens our skill. Our antagonist is our helper." Burke "Be glad of life because it gives you the chance to love and to work and to play and to look at the stars.: Henry Van Dyke "Provision for others is a fundamental responsibility of human life." Woodrow Wilson "Don't knock your competitors. By boosting others you will boost yourself. A little competition is a good thing and severe competition is a blessing. Thank God for competition." Jacob Kindleberger "Never esteem anything as of advantage to thee that shall make thee break thy word or lose thy selfrespect." Marcus Aurelius "No age or time of life, no position or circumstance, has a monopoly on success. Any age is the right age to start doing!" Gerard

"In actual life every great enterprise begins with and takes its first forward step in faith." Schlegel "You can employ men and hire hands to work for you, but you must win their hearts to have them sork with you." Tiorio "Lack of will power has caused more failure than lack of intelligence or ability." Flower A. Newhouse "One principal reason why men are so often useless it, that they divide and shift their attention among a multiplicity of objects and pursuits." Emmons "How desperately difficult it is to be honest with oneself. It is much easier to be honest with other people." Edward F. Benson "The worst sorrows in life are not in its losses and misfortune, but its fears." A. C. Benson "All philosophy lies in two words, sustain and abstain." Epictetus "We have forty million reasons for failure, but not a single excuse." Rudyard Kipling "A man's treatment of money is the most decisive test of his character -- how he makes it and how he spends it." James Moffatt "I criticize by creation, not by finding fault." Cicero "Nothing is so fatiguing as the eternal hanging on of an uncompleted task." William James "No thoroughly occupied man was ever yet very miserable." L. E. Landon "Democracy is ever eager for rapid progress, and the only progress which can be rapid is progress down hill." Sir James Jeans "Young man: Be honest; train yourself for useful work; love God." Milton S. Hershey "The toughest thing about success is that you've got to keep on being a success. Talent is only a starting point in business. You've got to keep working that talent." Irving Berlin "There are two things to aim at in life: first, to get what you want; and, after that, to enjoy it. Only the wisest of mankind achieve the second." Logan Pearsall Smith "Chance favors the prepared mind." Louis Pasteur "Queer thing, but we always think every other man's job is easier than our own. And the better he does it, the easier it looks." Eden Phillpotts "By the street of By-and-By, one arrives at the house of Never." Cervantes

"Most powerful is he who has himself in his own power." Seneca "From none but self expect applause." Burton "Ambition is a lust that is never quenched, but grows more inflamed and madder by enjoyment." Otway "When prosperity comes, do not use all of it." Confucius "People forget how fast you did a job -- but they remember how well you did it." Howard W. Newton "Set me a task in which I can put something of my very self, and it is a task no longer; it is joy; it is art." Bliss Carman "Genius is enternal patience." Michaelangelo "Take the course opposite to custom and you will almost always do well." Jean Jacques Rousseau "If I had only one sermon to preach it would be a sermon against pride." Gilbert K. Chesterton "Temptation rarely comes in working hours. It is in their leisure time that men are made or marred." W. M. Taylor "Failures are divided into two classes -- those who thought and never did, and those who did and never thought." John Charles Salak "Reason often makes mistakes, but conscience never does." Josh Billings "Better keep yourself clean and bright; you are the window through which you must see the world." George Bernard Shaw "There is a divinity that shapes our ends -- but we can help by listening for Its voice." Kathleen Norris "Perfection is attained by slow degrees; it requires the hand of time." Voltaire "Nothing so obstinately stands in the way of all sorts of progress as pride of opinion; while nothing is so foolish and baseless." J. G. Holland "As a man handles his troubles during the day, he goes to bed at night a General, Captain or Private." Ed. Howe "A small mind is obstinate. A great mind can lead and be led." Alexander Cannon "A man too busy to take care of his health is like a mechanic too busy to take care of his tools." Spanish Proverb

"We ought not to treat living creatures like shoes or household belongings, which when worn with use we throw away." Plutarch "When you hire people who a smarter than you are, you prove you are smarter than they are." R. H. Grant "Restlessness and discontent are the first necessities of progress." Thomas A. Edison "The best things in life are never rationed. Friendship, loyalty, love do not require coupons." George T. Hewitt "All mankind is divided into three classes: Those that are immovable, those that are movable, and those that move." Arabian Proverb "Good management consists in showing average people how to do the work of superior people." John D. Rockefeller "This is a world of action, and not for moping and droning in." Dickens "That man is prudent who neither hopes nor fears anything from the uncertain events of the future." Anatole France "A nail is driven out by another nail; habit is overcome by habit." Erasmus "There is no substitute for accurate knowledge. Know yourself, know your business, know your men." Randall Jacobs "A fellow doesn't last long on what he has done. He's got to keep on delivering as he goes along." Carl Hubbell "You can preach a better sermon with your life than with your lips." Goldsmith "Statistics are no substitute for judgment." Henry Clay "The empires of the future are the empires of the mind." Winston Churchill "If money is all that a man makes, then he will be poor -- poor in happiness, poor in all that makes life worth living." Herbert N. Casson "The first man gets the oyster, the second man gets the shell." Andrew Carnegie "Go outdoors and get rid of nerves." Dr. Frank Crane "One cool judgment is worth a thousand hasty councils. The thing to do is supply light and not heat." Woodrow Wilson

"We win half the battle when we make up our minds to take the world as we find it, including the thorns." Orison S. Marden "If we have not quiet in our minds, outward comfort will do no more for us than a golden slipper on a gouty foot." Bunyan "I could not tread these perilous paths in safety, if I did not keep a saving sense of humor." Lord Nelson "High ethical standards bring about efficient business methods." Watts "I never knew a man escape failures, in either mind or body, who worked seven days in a week." Sir Robert Peel "People who cannot find time for recreation are obliged sooner or later to find time for illness." John Wanamaker "When you cannot make pure goods and full weight, go to something that is honest, even if it is breaking stone." James Gamble "Talk happiness. The world is sad enough without your woe." Orison Sweet Marden "You cannot run away from a weakness. You must sometimes fight it out or perish; and if it be so, why not now, and where you stand?" Robert Louis Stevenson "There is little that can withstand a man who can conquer himself." Louis XIV "Every man should make up his mind that if he expects to succeed, he must give an honest return for the other man's dollar." E. H. Harriman "Time stays long enough for anyone who will use it." Leonardo "Behind an able man there are always other able men." Chinese Proverb "We are born for co-operation, as are the feet, the hands, the eyelids and the upper and lower jaws." Marcus Aurelius "He who has injured thee was either stronger or weaker than thee. If weaker, spare him; if stronger, spare thyself." Seneca "Fear is an acid which is pumped into one's atmosphere. It causes mental, moral and spiritual asphyxiation, and sometimes death; death to energy and all growth." Horace Fletcher "Activity back of a very small idea will produce more than inactivity and the planning of genius." James A. Worsham

"Be not afraid of life. Believe that life is worth living, and your belief will help create the fact." William James "The successful people are the ones who can think up stuff for the rest of the world to keep busy at." Don Marquis "Confidence is a plant of slow growth in an aged bosom." William Pitt "We cannot all be masters." Shakespeare "Morale is faith in the man at the top." Albert S. Johnstone "No one grows old by living -- only be losing interest in living." Marie Ray "Successful salesmanship is 90% preparation and 10% presentation." Bertrand R. Canfield "In making living today, many no longer leave room for life." Joseph Sizoo, D.D. "He who sacrifices his conscience to ambition burns a picture to obtain the ashes." Chinese Proverb "The glow of one warm thought is to me worth more than money." Thomas Jefferson "Life is very interesting, if you make mistakes." Georges Carpentier "Life is too short to be little." Disraeli "The man who trusts men will make fewer mistakes than he who distrusts them." Cavour "There is one rule for industrialists and that is: Make the best quality of goods possible at the lowest cost possible, paying the highest wages possible." Henry Ford "just how random is random? (when you cut into the present, the future leaks out)." - William S. Burroughs "do i contradict myself? very well then, i contradict myself."- Walt Whitman "Then the day came when the risk to remain tight in a bud was more painful than the risk it took to blossom."- anais nin "We all enter this world in the same way: naked, screaming, soaked in blood. But if you live your live right, that kind of thing doesn't have to stop there."-Dana Gould "Christopher Robin had spent the morning indoors going to Africa and back, and he had just got off the boat and was wondering what it was like outside, when who should come knocking at the door but Eeyore." - a.a.milne

"Madness is a relative state. Who can say which of us is truly insane? And while I roam through Central Park wearing moth-eaten clothes and a surgical mask, screaming revolutionary slogans and laughing hysterically, I wonder even now if what I did was really so irrational." - Woody Allen "A painter paints to unload himself of feelings and visions. People seize on painting to cover up their nakedness." - Picasso "Love is a grave mental disease." - Plato "Don't you want to join us?' I was recently asked by an aquaintance when he ran across me alone after midnight in a coffeehouse that was most deserted. 'No, I don't,' I said." - Kafka "I believe because it is absurd." - Tetullian "The tendency of modern science is to reduce proof to absurdity by continually reducing absurdity to proof." - Samuel Butler "Why worship the new as a God compelling submission merely because it is new? Nonsense! Bosh and nonsense!" - Lenin "It's a small world but I wouldn't want to paint it." - Stephen Wright "Language is a virus from outer space..." - William S. Burroughs "To dare is to lose one's footing momentarily. To not dare is to lose oneself." - Soren Kierkegaard "The sudden spoon is the same in no size. The sudden spoon is the wound in the decision." - Gertrude Stein "Wherever you go...there you are." - Buckaroo Banzai Doubt grows with knowledge--Johann Wolfgang von Goethe The ones who will come today are not those who will be here tomorrow--Irish Proverb There are no dead writers--T. S. Eliot A society that is opinion ridden is likely to put its creative minds into some sort of prison--W. B. Yeats Everywhere I go, a poet has been before me--Sigmund Freud Only when the last tree has died and the last river been poisoned, and the last fish been caught, will we realise that we cannot eat money--Indian saying

Who can I despise as entirely as I despise Shakespeare when I measure my mind against his? It would be a positive relief for me to dig him up and throw stones at him--George Bernard Shaw Ask a question and you're a fool for three minutes; do not ask a question and you're a fool for the rest of your life--Chinese proverb But yet men are led away from threatening destruction: a hand is put into theirs, which leads them forth gently towards a calm and bright land, so that they look no more backward; and the hand may be a little child's--George Eliot Power tends to corrupt and absolute power corrupts absolutely--Lord Acton The opposite of a correct statement is a false statement. The opposite of a profound truth may well be another profound truth--Niels Bohr The first draft of anything is shit--Ernest Hemmingway Everyone has talent. What is rare is the courage to follow that talent to the dark place where it leads-Erica Jong Education is an admirable thing, but it is well to remember from time to time that nothing that is worth knowing can be taught--Oscar Wilde Life is like music; it must be composed by ear, feeling, and instinct, not by rule--Samuel Butler Had I to carve an inscription on my tombstone I would ask for none other than "The Individual."Soren Kierkegaard There are only two ways to live your life. One is as though nothing is a miracle. The other is as though everything is a miracle--Albert Einstein The only thing necessary for the triumph of evil is for good men to do nothing--Edmund Burke Good teaching is one-fourth preparation and three-fourths theater--Gail Godwin To be loved, be lovable--Ovid Education is a method whereby one acquires a higher grade of prejudices--Laurance Peter They talk most who have the least to say--Mathew Prior A single death is a tragedy, a million deaths is a statistic--Joseph Stalin No one can make you feel inferior without your consent--Ealanor Roosevelt

Quantum mechanics is very impressive. But an inner voice tells me that it is not yet the real thing. The theory yields a lot, but it hardly brings us any closer to the secret of the Old One. In any case I am convinced that He doesn't play dice--Albert Einstein Who knows what we live, and struggle, and die?... Wise men write many books, in words too hard to understand. But this, the purpose of our lives, the end of all our struggle, is beyond all human wisdom-Alan Paton Democracy is a process by which the people are free to choose the man who will get the blame--Laurance Peter The optimist thinks that this is the best of all possible worlds, and the pessimist knows it--Robert Oppenheimer You have not converted a man because you have silenced him--John Morley Women like silent men. They think they're listening--Marcel Archard The future is like heaven. Everyone exalts it, but no one wants to go there now--James Baldwin Time is a great teacher, but unfortunately it kills all its pupils--Hector Berlioz Television is the first truly democratic culture - the first culture available to everybody and entirely governed by what the people want. The most terrifying thing is what people do want--Clive Barnes It is easier to fight for one's principles that to live up to them--Alfred Adler Never do today what you can put off till tomorrow--Mathew Browne Just because we were licked a hundred years before we started is no reason not to try and win it--Atticus Finch in 'To Kill a Mockingbird' It is better to be defeated on principle than to win on lies--Arthur Calwell An expert is one who knows more and more about less and less--Nicholas Murray Butler As long as people will accept crap, it will be financially profitable to dispense it--Dick Cavett It is a good thing for an uneducated man to read books of quotations--Sir Winston Churchill Man will occasionally stumble over the truth, but most times he will pick himself up and carry on--Sir Winston Churchill I hear and I forget. I see and I remember. I do and I understand--Confucius

The most incomprehensible thing about the world is that it is comprehensible--Albert Einstein This is the way the world ends. Not with a bang but a whimper--T. S. Eliot I never deny, I never contradict. I sometimes forget--Benjamin Disraeli A jury consists of twelve persons chosen to decide who has the better lawyer--Robert Frost Talk sense to a fool and he calls you foolish--Euripides When you read a classic you do not see in the book more than you did before. You see more in you than there was before--Clifton Fadiman I am free of all prejudices. I hate everyone equally--W. C. Fields I like the silent church before the service begins, better than any preaching--Ralph Waldo Emmerson Anyone who isn't confused really doesn't understand the situation--Edward R. Murrow In politics stupidity is not a handicap--Napoleon Bonaparte Religion... is the opium of the masses--Karl Marx You can fool all the people some of the time, and some of the people all the time, but you cannot fool all the people all the time--Abraham Lincoln Everybody wants to go to heaven, but nobody wants to die--Joe Louis Winning is not everything. It's the only thing--Vince Lombardi Television - a medium. So called because it is neither rare nor well-done--Ernie Kovacs In the long run we are all dead--John Keynes Maybe this world is another planet's Hell--Aldous Huxley The victor will never be asked if he told the truth--Adolf Hitler What broke in a man when he could bring himself to kill another?Alan Paton Only the winners decide what were war crimes--Gary Wills No man is rich enough to buy back his past--Oscar Wilde Too much of a good thing is wonderful--Mae West

Man is the only animal that blushes - or needs to--Mark Twain Everything is funny as long as it is happening to someone else--Will Rogers If it takes a lot of words to say what you have in mind, give it more thought--Dennis Roch The scientists split the atom; now the atom is splitting us--Quentin Reynolds The whole problem with the world is that fools and fanatics are always so certain of themselves, but wiser people so full of doubts--Bertrand Russel A city is a large community where people are lonesome together--Herbert Prochnow We can't all be heroes because someone has to sit on the curb and clap as they go by--Will Rogers Originality is the fine art of remembering what you hear but forgetting where you heard it--Laurance Peter Who controls the past controls the future. Who controls the present controls the past--George Orwell The cure for boredom is curiosity. There is no cure for curiosity--Ellen Parr I would have made a good pope--Richard Nixon Is not life a hundred times too short for us to bore ourselves?Friedrich Nietzsche Nobody believes the official spokesman... but everybody trusts an unidentified source--Ron Nesen Leisure time is that five or six hours when you sleep at night--George Allen I don't want to achieve immortality through my work. I want to achieve it through not dying--Woody Allen The difference between sex and death is that with death you can do it alone and no one is going to make fun of you--Woody Allen An honest politician is one who when he is bought will stay bought--Simon Cameron Doing easily what others find difficult is talent; doing what is impossible for talent is genius--HenriFrederic Amiel No good deed goes unpunished--Clare Boothe Luce Ours is a world of nuclear giants and ethical infants. If we continue to develop our technology without wisdom or prudence, our servant may prove to be our executioner--General Omar Bradley

Real knowledge is to know the extent of one's ignorance--Confucius Millions long for immortality who do not know what to do with themselves on a rainy Sunday afternoon-Susan Ertz Computer: a million morons working at the speed of light--David Ferrier There is nothing in this world constant but inconstancy--Johnathon Swift The only thing we have to fear is fear itself--Franklin D. Roosevelt If you wish to be a success in the world, promise everything, deliver nothing--Napoleon Bonaparte Some dreams seem at first impossible, then improbable, then, ultimately, inevitable--Christopher Reeve To be yourself, in a world that tries, night and day, to make you like everybody else- is to fight the greatest battle there ever is to fight, and never stop fighting--e. e. cummings Persistence is a measure of your belief in yourself--Anonymous Anything more than the truth would be too much--Robert Frost Laws are like sausages. It is better not to see them being made--Otto von Bismarck