Advertising in Indian Economy - Free Essay Example

Sample details Pages: 6 Words: 1854 Downloads: 1 Date added: 2017/09/14 Category Advertising Essay Did you like this example? INTRODUCTION Advertising is attempting to influence the buying behavior of the customers or clients by providing a persuasive selling message about your products and/or services. Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc. Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions. One of the purposes of advertising is to stimulate demand for a product, service, or idea. Other factors influencing demand are price and substitutability. A major way advertising may stimulate demand is to create a brand franchise for a product. Don’t waste time! Our writers will create an original "Advertising in Indian Economy" essay for you Create order When enough brand equity is created that the brand has the ability to draw buyers (even without further advertising), it is said to have brand franchise. The ultimate brand franchise is when the brand is so prevalent in peoples mind (called mind share), that it is used to describe the whole category of products A brand franchise can be established to a greater or lesser degree depending on product and market. With the dawn of the internet has come many new advertising opportunities. Popup ads, Flash ads, Banner ads, and email ads (often a form of SPAM) abound. What the advertising community is just recently beginning to do is making the ads themselves desirable to the public. Advertising strategy has taken a quantum leap beyond just salesmanship of a product in print. It is like a kaleidoscope. Ever time you turn it you get a different perspective alluring, diverse and genuine. The knack of persuasion in advertising is unleashed but advertising has always been adept to changes with time. It is largely reliant on human inferential abilities. Hence the main goal is not just to inform or persuade but also to establish interactive personal solidarity relationship with the consumers as consumers have been seeing visible and tangible improvement in their lives each passing year. Over a period of time, advertising is undergoing morphing changes slowing and steadily with multi facet approach. ADVERTISING IN INDIA The Indian marketing advertising sector have shown a tremendous growth since the early 90’s with several progressive plans implemented by the Indian government. The government then decided to open the Indian market for foreign investors and allowed foreign equity. That paved the way for the opening the floodgates of the boom in these sectors which is still shining high. Many of the Indian Advertising companies are earning their deserved name and fame by being conferred with the honor of market-leaders and several others are on an emulating spree to achieve the feat of their peers. The current growth of 18-20 per cent in ADVERTISING is among one of the highest among various industries in India. Nowadays famed global agencies are getting attracted towards the growing Indian market and the Indian economy is slowly but steadily opening its doors to World market capitalism. The 10000-crore ADVERTISING industry accounts for about 33 percent of the total industry profits in the Asia-Pacific belt. INDIAN ECONOMY India economy, the third largest economy in the world, in terms of purchasing power, is going to touch new heights in coming years. As predicted by Goldman Sachs, the Global Investment Bank, by 2035 India would be the third largest economy of the world just after US and China. It will grow to 60% of size of the US economy. This booming economy of today has to pass through many phases before it can achieve the current milestone of 9% GDP. After India got independence from this colonial rule in 1947, the process of rebuilding the economy started. For this various policies and schemes were formulated. First five year plan for the development of Indian economy came into implementation in 1952. These Five Year Plans, started by Indian government, focused on the needs of Indian economy. If on one hand agriculture received the immediate attention on the other side industrial sector was developed at a fast pace to provide employment opportunities to the growing population and to keep pace with the developments in the world. Since then Indian economy has come a long way. The Gross Domestic Product (GDP) at factor cost, which was 2. 3 % in 1951-52 reached 9% in financial year 2005-06 Trade liberalization, financial liberalization, tax reforms and opening up to foreign investments were some of the important steps, which helped Indian economy to gain momentum. The Economic Liberalization introduced by Man Mohan Singh in 1991, then Finance Minister in the government of P V Narsimha Rao, proved to be the stepping-stone for Indian economic reform movements. To maintain its current status and to achieve the target GDP of 10% for financial year 2006-07, Indian economy has to overcome many challenges. According to the estimates by the Ministry of Statistics and Programme Implementation, the Indian economy has registered a growth of 7. 4 per cent in 2009-10, with 8. 6 per cent year-on-year (y-o-y) growth in its fourth quarter. The growth is driven by robust performance of the manufacturing sector on the back of government and consumer spending. GDP growth rate of 7. 4 per cent in 2009-10 has exceeded the government forecast of 7. 2 per cent for the full year. According to government data, the manufacturing sector witnessed a growth of 16. 3 per cent in January-March 2010, from a year earlier. ADVERTISING AND THE INDIAN ECONOMY Advertising and other marketing expenditures incurred by a firm are expected to create a stock of goodwill which may generate profits for the firm not only in the current period but also in future. It is considered as one of the most important weapons to face and deal with competition in the market place. Planning for advertising and other kinds of promotional programmes are amongst the main activities of any large corporation in modern society. Large Indian companies allocate huge amounts of money for their advertising budgets. Expenditure are always incurred in anticipation of benefits. Thus advertising is justifiable only if the benefits derived out of the advertisements are more than the amount incurred in advertising expenditure. The Indian advertising industry is talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map. Indian advertising industry with an estimated value of es13, 200-crore has made jaws drop and set eyeballs gazing with some astonishing pieces of work that it has given in the recent past. The creative minds that the Indian advertising industry incorporates have come up with some mind-boggling concepts and work that can be termed as masterpieces in the field of advertising. Advertising agencies in the country too have taken a leap. They have come a long way from being small and medium sized industries to becoming well known brands in the business. Mudra, Ogilvy and Mathew (O), Mccann Ericsonn, Rediffussion, Leo Burnett are some of the top agencies of the country. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well. The Indian advertising today handles both national and international projects. This is primarily because of the reason that the industry offers a host of functions to its clients that include everything from start to finish that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing, branding, and public relation services. GROSS DOMESTIC PRODUCT The gross domestic product (GDP) is a measure of a countrys overall economic output. It is the market value of all final goods and services made within the borders of a country in a year. It is often positively correlated with the standard of living, though its use as a stand-in for measuring the standard of living has come under increasing criticism and many countries are actively exploring alternative measures to GDP for that purpose. The Indian economy is the 12th largest in USD exchange rate terms. India is the second fastest growing economy in the world. India’s GDP has touched US$1. 25 trillion. The crossing of Indian GDP over a trillion dollar mark in 2007 puts India in the elite group of 12 countries with trillion dollar economy. The tremendous growth rate has coincided with better macroeconomic stability. India has made remarkable progress in information technology, high end services and knowledge process services. The Indian advertising industry is expected to grow by 13 per cent in 2010 to Rs 21,145 crore, According to the PITCH-Madison Media Advertising Outlook 2010, after a tough 2009, the Indian advertising pie is expected to be worth about Rs 21,145 crore this year,a 13 per cent increase over the previous one. The Indian media and advertising industry clocked a size of Rs 18,670 crore in 2009 that saw a dramatic drop of 10 percentage points compared to 2008, where the industry was worth Rs 20,717 crore. The report said the print media was the worst hit in 2009. The medium lost a massive Rs 2,000 crore of ad revenue and its share in the advertisement pie stood at Rs 7,806 crore.. Television and radio, which grew marginally at two and three per cent respectively, contributed about Rs 9,173 crore to the advertising pie. The current pace at which the Indian advertising industry is moving the industry is expected to witness a major boom in the times ahead. If the experts are to be believed then the industry in the coming times will form a major contribution to the GDP. In 2009, the Indian ad industry had suffered a major setback, and had shrunk, primarily due to a drastic decrease in print advertising spending – which suffered a massive cut of Rs 2,000 crores. The leading advertisement medium are newspapers and television, with an almost equal share totaling 75% of the total share of various mediums. Magazine advertising constitutes a very small share of 3%, while online and digital advertising spend is substantially less than 1% of the total ad industry turnover. However the digital and online advertisements is increasing at a fast rate of 25%. In addition to print and television, the other popular advertisement and marketing media are radio, cable TV, direct mail and outdoor advertisements and publicity. The biggest ad spenders are FMCG companies such as Unilever, PG, ITC and PepsiCo and automotive companies such as Maruti and Hero Honda. These companies have huge ad budgets running into hundreds of crores of rupees, and therefore, wield tremendous bargaining power over their ad agencies. The emerging advertisement and marketing media in India are mobile advertisements, internet, direct calling and FM radio.

Evaluation of an Online Mindfullness Course for Preceived...

Evalluation of The Evectivness Of an Online Meditation (Mindfullness) Course For Percived stress Among Refuges Compared to Face-to-Face course Introduction The united nation high commissioner for refugees (UNHCR) (2014) estimated that more than 500,000 registered or waiting to registration. Aside 120,000 Syrian hosted in the Zaatri camp, the vast majority of Syrian reside in non camp setting pronominally in the north. Additionally, in the last few years, Jordan hosts a nearly 32,000 individuals, most of them from Iraq and the rest from Sudan and other countries. Mental health and psychological problems are common in all communities of the world; these problems are much fragment among people who have faced adversity, such as exposure to a humanitarian crises (World Health Organization [WHO], 2012). Therefore, the majority of the refugees had witnessed armed conflict, and persecution (United Nation [UN], 2012). And imprisonments Refugees were expected to suffer a high prevalence of PTSD and depression (Carta et al., 2013). Meditation is an age-old-regulatory strategy that is gaining more interest in mental coursed and psychiatry as it can reduce arousal states and anxiety condition (Krisanaprakornkit, Krisanaprakornkit, Piyavhatkul, Laopaiboon, 2006). Moreover, it considered as a type of mind-body complementary medicine (Ramesh , 2013) spending even a few minutes in meditation can restore mental calmness and inner peace (Mayo Clinic [MC], 2012).

Governance of Organizational Change Management

Question: Discuss about the Governance of Organizational Change Management. Answer: Introduction: Based on the model presented by Greiner the company is facing foremost a leadership crisis. Although the business at WMC can be called a family run business as the leaders of the company belong to the same family however, the tactics each of the leaders has adopted in order to cope with the crisis has resulted in intensifying the crisis to a great extent. This is evidently observed from the time Hana replaced Sofea as the leader of the organization. From this point onwards the company started to face a crisis in its leadership. The crisis is still prevailing in the system as both the present leaders Mira and Ryan are adopting measures and approaches which are being greatly criticized by those in the management (Cameron and Green, 2004). It is further observed that with the participation of Mira and Ryan in the business as the new leaders, the management is facing an Autonomy crisis. Based on Greiners theory this can be apparently observed in the methods and approaches the two of them are bringing in the organization. The approaches are evidently based on the expertise of the Mira and Ryan rather than the conceivability and capability of the management and the other employees of the firm. This is further leading to control crisis and red tape crisis explained by Greiner as crisis which affects the growth and development of company adversely. The controls crisis is certainly making it complex for the employees to understand the leadership type in the business and red tape crisis is certainly making it difficult for the company to rely on the finance reports. Comparing this analysis of the Greiner model with that of the Malhotra and Hinings, it can be taken into consideration that the change in leadership in WMC has not been well accustomed with the nature of the business which was prevalent in WMC since it commenced its venture, this is evident from the degradation that the company witnessed since the Hana came into leadership (Carroll, 2002). The nature of the business was mass production however, during the course of the Hanas leadership it was witnessed that the companys reputation in the said business association started to degrade. This was primarily due to the incapability of Hana to conceive the alterations in the market, which was compelling the business to alter its type in order to cope with the situation in a better manner. However, Hanas incapability in comprehending this aspect and carrying on the same old business area led to the degradation that WMC faced during her reign. In addition, it can also be taken into the context that Ryan and Mira were facing difficulty in managing the business as a consequence of the same old business convention prevalent in the business approach. In their theory Malhotra and Hinings have clearly stated that with the due passage of time business need to change their characteristics in ordr to cope with the changing situations in a better way (Cook, Macaulay and Coldicott, 2004). It is through dynamism that business would be able to find the desired growth and success in the modern business world. The deep structure model presented by Gersick indicated that every organization bases its functioning upon five structures namely: the power distribution, structure, strategy, culture, and control systems. These are the five structures which consists the deep structure theory and according to Gersick are responsible for affecting the organizations functions, growth and development to a great extent. This can be further established out of a thorough analysis on the problem statement on the issues faced by WMC in their management and leadership. An analysis on each of the structures and their typical impact on the organization have been discussed in this context: Power distribution: there is a whole lot of indistinctness in the power distribution system of WMC. In the course of the problem statement it is observed that the sole power of the organization rested upon its leader or owner in this case. However, in final sentences of the problem statement it was observed that the management was dissatisfied with the approaches that the owners of the business introduced in order to cope with the current state of affairs. Therefore, it is uncertain which of the figures are actually controlling the state of affairs in the organization (Cushman and King, 2005). At a certain point it seemed that there was a bureaucratic power system in the company and then during the conclusion it was observed that there was indeed a power distribution but the power distribution did not mention any sort of constraints and limitations on the concerned authoritative figures. Thus can be said that there is an uneven power distribution system in WMC. Structure: the companys structure is pretty well laid out. Being a typical mass production company the company has pretty decent structure i.e. there is the leaders or owners of the business who decide upon the essential matters of the business i.e. the kind and type of business approach the company is going to follow. Along with it there is the management who pretty much manages the activities in the organization i.e. maintaining the production, supply, and distribution chain, managing the employees and the finances etc. Overall the structure of the organization is in order (DiBella, 2007). Strategy: the company is going through a change in their business strategy at the moment and therefore, the outcome is yet to be observed out of the newly adopted strategy. However, based on the previous records it can be assumed that the strategies that the company chose in the past were not very effective. Culture: the culture of the company is a healthy one as with the many years through which the company has conducted its business it has been observed that the employee satisfaction level has been very high, which indicates that the organization has indeed a very healthy work culture prevailing within it (Downs, Durant and Eastman, 2002). Control systems: similar to the power distribution the control systems are a bit ambiguous at WMC. However, as per the context mentioning that Ryan and Mira were making decisive changes in the company it can be assumed that company has an autocratic control system where the owners call the shots or make the ultimate decisions. Based on the theory presented by Dailey and Browning it can be said that the narratives and storytelling in the organizations have a great effect in transforming the work culture. It is through the telling and retelling stories having positive impact upon the cognitive faculties of the employees that an organization is able to transform the attitudes, behaviors, and belief systems of the employees. This can be observed in the case of Sofeas time as the leader of the organization (Fitzgerald and Eijnatten, 2002). It was observed during her time as the leader of the organization that the by means of presenting narratives and storytelling the management was able to transform the work culture and the attitudes of the employees to state where their performances enhanced a great deal. Furthermore, it was also observed that the employees efforts as a consequence to the great stories altered the work culture from a mediocre one to gaining a formidable reputation in the concerned business mar ket. It was further through story telling the organization was able to achieve: Control: the company was at a very commanding state during Sofeas reign. This was obviously the positive effect of the storytelling method which resulted in providing upper hand to the management and the owner to be in control of the state of affairs. Integration: it can be presumed that through narrative methods the company was able to develop a belief among the employees which showed a great deal of significance on their parts. This was the prime target of the company and the approach increased the employee satisfaction level through this to a great extent (Green, 2007). Stability: It was through the aid of this method that the company attained stability in its businesss state of affairs. This is apparently observed when the leadership switched and the practice was abandoned (Veldsman, 2014). Based on the study the agents of collaborative modes of intervention can be presumed to be the Authoritative model and Facilitative model based approaches. This has been discussed in the problem statement of the company that the company was undergoing a transformation under the new leadership of Mira and Ryan and the aspects that were observed in the approaches they introduced to the business can be taken into the context of the two i.e. Authoritative and Facilitative modes of intervention in the organizational operations. This is purely based on the alterations that the two leaders suggested (Hoffmann and Wangue, 2014). Analyzing their suggestions and the method they used in the implementation of the ideas these two agents of the collaborative intervention can be spotted. This is largely due to the reason that the organization was looking forward to implement the alterations as per the guidelines prescribed by the leaders. The leaders Ryan and Mira were willing to demonstrate a prac tice approach in order to provide an insight to the management authorities on the ways the methods would work in real life. This was clearly a demonstration of Authoritative method of collaborative intervention. In addition to that the new leaders of the organization were all set to relate to the management and the concerned employees regarding the alterations. This is evident as the approaches that the two leaders were implementing were totally unfamiliar to the management and therefore further required the aid of cathartic and supportive approaches consisting the facilitative method in order to make the new approaches fully functional (kinci, 2014). Therefore, it can be apparently assumed that the two methods i.e. the authoritative and facilitative methods were going to be the new agents of the change that was going to take place in the WMC organizational structure and operations in the future prospect of WMC. Relating to the Organizational typology in the process of change in the organization as stated by Hayes, it can be said that the ongoing change in the overall organizational structure of WMC was typically a Transformational Versus Incremental Change. This is due to the reason that the particular typology refers to alterations which directly affects the organizational structure of an organization. This is what the organization WMC is witnessing at the present moment. The change in leadership ushered the Transformational Versus Incremental Changes effect within the organization (Letavec, 2014). The two leaders Mira and Ryan were fully aware of the conventional process that the organization had been implementing over its business course over the years and over the years the conventional system had proved its inefficacy in providing the desired growth, development, and success to the organization had become evident. Therefore, in the context it has been explicitly mentioned that the organization was looking forward to alter several approaches including the business approach itself. The business approach was being transformed from a typical mass production system to a designer cloth making business process oriented towards capturing i nternational markets. This evidently demonstrates the fact that the company was leaning towards Transformational Versus Incremental Change, which can be further observed as Ryan was focused on altering organization structure as well (Special issue on Management accounting change in Japan, 2010). The alteration suggested that the conventional structure should ripped apart and a new model of designing and manufacturing should implemented which would be similar to that of the big international clothing brands like Benetton, Walmart etc This kind of alterations are defined as Transformational Versus Incremental Change in the theory that was presented by Hayes and effectively emphasizes that such a massive change in an organization can be categorized under Transformational Versus Incremental Change (Steele, 2010). References Alban, B. (2007). Organizational Transitions: Managing Complex Change.Academy of Management Executive, 1(2), pp.150-151. Blokdijk, G. (2008).Change management 100 success secrets. [Brisbane, Australia]: [Emereo]. Cameron, E. and Green, M. (2004).Making sense of change management. London: Kogan Page. Carroll, C. (2002).Journal of organizational change management. Bradford, England: Emerald Group Pub. Cook, S., Macaulay, S. and Coldicott, H. (2004).Change management excellence. London: Kogan Page. Cushman, D. and King, S. (2005).Communicating organizational change. Albany: State University of New York Press. DiBella, A. (2007). Implementing Organizational Change: Theory and Practice/Strategic Organizational Change: Building Change Capabilities in Your Organization.Academy of Management Perspectives, 21(2), pp.85-86. Downs, A., Durant, R. and Eastman, K. (2002).Journal of organizational change management. Bradford, England: Emerald Group Pub. Fitzgerald, L. and Eijnatten, F. (2002).Journal of organizational change management. Bradford, England: Emerald Group Pub. Green, M. (2007).Change management masterclass. London: Kogan Page. Hoffmann, S. and Wangue, M. (2014). Governance of Organizational Change Management.Change Management: An International Journal, 13(4), pp.13-22. kinci, S. (2014). Organizational Change: Importance of Leadership Style and Training.MOS, 1(2). Letavec, C. (2014).Strategic benefits realization. Plantation, FL: J. Ross Publishing. Special issue on Management accounting change in Japan. (2010).J Acc Organizational Change, 6(2). Steele, P. (2010). Surviving Organizational Change.Nursing Management (Springhouse), 21(12), p.50. Veldsman, D. (2014). Organizational Transformation.Change Management: An International Journal, 13(2), pp.9-20.

The Problem with Testing Drugs on Animals Every ye Essay Example For Students

The Problem with Testing Drugs on Animals Every ye Essay ar is that nearly 100 million animals die in research laboratories at the hands of curious scientists who perform outdated and inaccurate tests that prove no benefit to humans or animals. Before these animals die, they are routinely burned, scalded, poisoned, starved, given electric shocks, addicted to drugs, subjected to near freezing temperatures, dosed with radioactive elements, driven insane, deliberately inflicted with diseases such as cancer, diabetes, oral infections, stomach ulcers, syphilis, herpes, and AIDS. Their eyes are surgically removed, their brains and spinal cords damaged, and their bones broken. Law does not mandate the usage of anesthesia; consequently, this is rarely administered. Despite all of this cruelty, not a single disease has been cured through vivisection in this century. We will write a custom essay on The Problem with Testing Drugs on Animals Every ye specifically for you for only $16.38 $13.9/page Order now The overall adult cancer rate has risen in the past 40 years, and a fatal heart attack strikes a person every 45 seconds. The Centers for Disease Control estimate that 70-80% of the common diseases killing Americans are preventable given a responsible diet and lifestyle. Drug testing on animals is inaccurate and does not benefit humans or animals at all. Animals including, but not limited to, dogs, cats, mice, rats, guinea pigs, hamsters, gerbils, rhesus monkeys, imported primates, owls, deer, sheep, llama, and cattle are commonly used for vivisection. Vivisection is the medical term for the practice of experimenting on animals. Charles River Breeding Laboratories, a company owned by Bausch and Lomb, provides 40-50% of the animals used in experiments of laboratories. The other remaining misfortunate animals come from places a little closer to you and me. Some of them come from animal shelters, some come from the free to good home ads in the classified section of the newspaper, and some from unsuspecting people who allow their companion animals to become pregnant. What is even worse is that some have been stolen directly from their own front yard. Imagine your pet one day being crammed into a cage with ten other animals waiting to die like approximately 20-100 million other animals do each year in numerous unreliable tests. More than 205,000 new drugs are marketed worldwide every year. Most of these animals die after undergoing the most common unreliable test method still in use, animal vivisection. The current system of drug testing puts consumers in a dangerous predicament. According to the General Accounting Office, more than half of the prescription drugs approved by the Food and Drug Administration between 1976 and 1985 caused serious side effects that later caused the drugs to be either re-labeled or removed from the market. The following drugs passed safe in animal experiments but proved tragic consequences in humans. Opren caused 3500 people to suffer serious side effects including damage to skin, eyes, liver, and kidneys. Thalidomide caused about 10,000 birth defects worldwide. Clioquinol caused 30,000 cases of blindness and/or paralysis and thousands of deaths. Conversely, many drugs that are beneficial to humans are dangerous or even fatal to animals. Penicillin, which is an antibiotic to humans, kills guinea pigs. Aspirin causes birth defects in rats, mice, monkeys, guinea pigs, cats and dogs, but it does not harm humans in any way. This is obvious proof that testing on animals is unreliable, but sadistic tests still go on every day. The Physicians Committee for Responsible Medicine reports that sophisticated non-animal research methods are more accurate, less expensive, and less-time consuming than traditional animal based research methods. Fewer accidental deaths caused by drugs and treatments would occur if stubborn bureaucrats and wealthy vivisectors would use the more accurate alternatives such as:1. Cell and tissue culture in vitro2. Microorganisms and other species of little or no capacity for pain or suffering3. Computer models to answer questions and guide animal research4. Fewer animals used per study5. Less poorly planned workIf animal experimentation was eliminated, it would free up 6.8 billion dollars that could be used for education programs and medical assistance programs for low-income individuals. This would help more than 30 million U.S. citizens who cannot afford health insurance, rather than making animals sick. .u2f62b346dbfea475d26476846d9585eb , .u2f62b346dbfea475d26476846d9585eb .postImageUrl , .u2f62b346dbfea475d26476846d9585eb .centered-text-area { min-height: 80px; position: relative; } .u2f62b346dbfea475d26476846d9585eb , .u2f62b346dbfea475d26476846d9585eb:hover , .u2f62b346dbfea475d26476846d9585eb:visited , .u2f62b346dbfea475d26476846d9585eb:active { border:0!important; } .u2f62b346dbfea475d26476846d9585eb .clearfix:after { content: ""; display: table; clear: both; } .u2f62b346dbfea475d26476846d9585eb { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u2f62b346dbfea475d26476846d9585eb:active , .u2f62b346dbfea475d26476846d9585eb:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u2f62b346dbfea475d26476846d9585eb .centered-text-area { width: 100%; position: relative ; } .u2f62b346dbfea475d26476846d9585eb .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u2f62b346dbfea475d26476846d9585eb .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u2f62b346dbfea475d26476846d9585eb .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u2f62b346dbfea475d26476846d9585eb:hover .ctaButton { background-color: #34495E!important; } .u2f62b346dbfea475d26476846d9585eb .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u2f62b346dbfea475d26476846d9585eb .u2f62b346dbfea475d26476846d9585eb-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u2f62b346dbfea475d26476846d9585eb:after { content: ""; display: block; clear: both; } READ: In Cold Blood Review EssayThere will be nearly 275,000 animals dead this time tomorrow that are not dead right now due to a fatal animal testing mistake. The numbers are real, and this is happening in our world every day because it is a multibillion-dollar income for some people and is legal in the U.S. The National Institutes of Health, the worlds largest recipient of funds used for research, must be pushed to fund more preventative programs and human based research. The problem that we are faced with today is not a difficult one to fix. The technology is available for us to use and we should take advantage of our advanced alternate methods.