Malcolm X The Black Leader And Activist - 1656 Words

Malcolm X was an important black leader and activist to the African American community and Nation of Islam in the 50’s and 60’s. He had a troubled childhood growing up in a time of awful racism. His childhood experiences affected him and his decisions for many years in positive and negative ways. Malcolm X was a strong willed man with huge ideas for the civil rights of African Americans that created a huge following of people for him. He did not feel that nonviolent approaches towards civil rights would result in change and had a different and more radical way of achieving it. Towards the end of his life he made a surprising change in his life and had completely different ideas for the struggle for civil rights. Named Malcolm Little at birth, he was raised by his mom Louise and father, Earl in Omaha, Nebraska. Earl was a Baptist preacher that supported Black Nationalism. The Klu Klux Klan warned Louise to get her family out of town because of the â€Å"trouble† E arl was creating in the black community with the UNIA or the Universal Negro Improvement Association. Earl bought a house in Lansing Michigan that was burned to the ground and two years after that, Malcolm’s father was hit by a car and killed. It was rumored that the Black Legion, a white supremacist group was responsible for both tragedies but never proven. After that, his mother was declared insane and was committed to a state mental hospital for the next 26 years placing Malcolm into foster care. In school heShow MoreRelatedMalcolm X, A Civil Right Activist And Powerful Black Leader855 Words   |  4 PagesIn the influential and provoking essay â€Å"Learning to Read† (1965), Malcolm X, a civil right activist and powerful black leader, narrates his story on how books transformed his life forever into the realm of human rights. Incorporating sequential narrative and social analysis, he explains his methodology in attaining literacy and how this process influences h im to espouse black separatism and resent white people, while providing historical fact and jarring criticism in his arguments. Using first-personRead MoreThe Significance of the Role of Malcolm X on African American Activists1634 Words   |  7 PagesTo what extent was the role of Malcolm X significant in the rise of radical African American activism (1965-1968)? A. Plan of the Investigation To what extent was the role of Malcolm X significant in the rise of radical African American activism (1965-1968)? This investigation will assess the significance of Malcolm X’s significance in giving rise to African American activism. Malcolm X’s motives, involvement in the civil rights movement and his leadership will all be discussed in order toRead MoreWhy Black Activists Rejected Martin Luther King and Follwed Malcolm X730 Words   |  3 PagesTwo main black activist leaders of the early 1950s were Martin Luther King and Malcolm X. Today, both of these men would be remembered as great leaders.However, these two men had totally different approaches towards meeting the same main goal. Both Martin Luther King and Malcolm X fought for civil rights; however Malcolm X also wanted to have a separate black society whereas Martin Luther wanted the integration of white people with black people. Malcolm X believedRead MoreMalcolm X Draft 21700 Words   |  7 PagesSocial Impacts of Malcolm X The Black Civil Rights Movement of the 20th century pushed for and achieved different levels equality through its many prominent activists. Prior to the movement, millions of Black Americans faced brutal abuse and segregation with little to no government action taking place against such wrongdoings. The movement included passionate advocates for black equality such as Rosa Parks, Dr. Martin Luther King Jr. and Malcolm X. These civil and human rights activists inspired millionsRead MoreMalcolm X and the Civil Rights Movement Essay730 Words   |  3 Pagesproduced disaster situations between activists and government authorities. The era of the civil rights movement was the time in America when African-Americans and other minorities began to gain more equal rights. For this movement to succeed it required several courageous leaders. Civil rights leaders are influential figures in the raise the freedom. They work to protect individuals from discrimination. A brave yet different civil rights leader was Malcolm X. Malcolm X was a very controversial characterRead MoreAfrican Americans And The Civil Rights Movement1624 Words   |  7 Pagessegregationists. After World War II, protests began to rise between the 1950’s and 1960’s. The large number of blacks that served in the military or worked in the war industry saw that they had a greater place in the world than they had been given in previous years. After the war, the urban black middle-class and the roles of African American leaders grew. For example, teachers, ministers, and other educated blacks at the time were more aware of the obstructions being placed in front of their path towards equalityRead More Some Lead, Some Follow, Others Change the World1114 Words   |  5 PagesWhen being asked which Civil Rights activist of the movement was most effective, the answer is quite obvious. This movement originated due to what is called â€Å"Jim Crow† laws. These laws suggested that everyone is separate but equal. Otherwise became blindingly apparent when African Americans were subdued by whites in various ways. For example, the justice system always considered the case of white man over a black one. Also, an African American facility was certainly not comparable to the superiorRead MoreUtilization Of The Situational Approach1249 Words   |  5 Pagesapproach to leadership, Malcolm X was a 9,9 team management style of leade r. The theory suggests that leaders essentially conduct task behaviors and relationship behaviors when influencing followers. The combination of a strong emphasis on tasks and interpersonal relationships produces team management style leaders. The â€Å"interdependence through a common stake in organization purpose leads to relationships of trust and respect. (Northouse 76) The trust and respect Malcolm X built from being authenticRead MoreDr. Martin Luther King Jr. and the Civil Rights Movement Essay1269 Words   |  6 Pagespeople were measured by how they managed difficult situations. The Civil rights movement had many influential leaders and events. The overall importance of the movement was the profound impact it had on American life. The Civil Rights Movement had many important leaders, like Martin Luther King Jr., The Black Panthers, and Malcolm X, whose actions largely influenced the movement. Of the leaders involved in the Civil Rights Movement, one man stands alone; Dr. Martin Luther King Jr. Martin Luther KingRead MoreMartin Luther King And Malcolm X Essay882 Words   |  4 PagesMartin Luther King Jr. and Malcolm X were two freedom fighters who shared the same goal, which was freedom, justice and equality, but differed in their methods. Martin Luther King, Jr. meeting Malcolm X in the U.S. Capitol, 1964., 2017 Radical reform made sense to King while rejection and revolutionary rage made more sense to to Malcolm X (Waldschmidt-Nelson and Waldschmidt-Nelson, 2012). Dr. King was a Baptist minister who believed in the equality of all people before

Maya Angelou Speak Up Essay example - 1127 Words

Maya Angelou experienced a life-changing event at the vulnerable age of eight: her mother’s boyfriend raped her. As a result, she chose to be mute for five years due to the emotional trauma this caused. Soon, a family friend named Mrs. Flowers, a wealthy and intellectual woman from Stamps, Arkansas where her grandmother resided, read with Angelou and helped Maya to express herself through writing. Mrs. Flowers taught Maya â€Å"words mean more than what is set down on paper. It takes the human voice to infuse them with meaningâ€Å" (qtd. in Nelson). Eventually these poems helped Angelou to find the courage to speak again. Maya Angelou’s poetry contains bold messages and gives a voice to individuals who, at times, do not have the courage or†¦show more content†¦These two events could have had a permanent negative impact on Angelou, yet she took them and grew from them instead. Maya Angelou overcame her hardships to thrive, and as a result, she was able to share thoughts and emotions through her poetry that others may also experience, but do not express. One of the first poems that demonstrates Angelou’s ability to speak for the disenfranchised in a bold way is the poem â€Å"Still I Rise.† The poem could be an anthem against slavery, or it could simply be an anthem for any person who feels as though he or she is being oppressed. In lines 1-4, the speaker seems to comment on behalf of black slaves when she says, â€Å"You may write me down in history/ with your bitter, twisted lies,/ You may trod me in the very dirt/ But still, like dust, I’ll rise.† These lines show that no matter what oppressors may have said or written about slaves, the black race would overcome with their indomitable spirit. Critic Sandra Cookson agrees with this statement by explaining that the poem is â€Å"about the survival of the black women despite every kind of humiliation†¦Ã¢â‚¬  and the poem â€Å"celebrates black women while simultaneously challenging the stereotypes to which America has subjected them since the da ys of slavery† Angelou’s sassy attitude that appeals to a more general audience is shown through the use of questions she asks of her oppressor in stanza two:Show MoreRelatedMaya Angelous Influences Essay1236 Words   |  5 PagesMaya Angelou’s Influence Maya Angelou is terrific performer, singer, filmmaker, and civil-rights activist. She is a phenomenal woman, one thing that she does best is writing. She is still living today, I believe her legend will never die. If one would talk to her, he or she would think she has lead a normal, happy life. Her life is blissful now, it was not always perfect. Maya beard enough emotional stress in a time frame that most people do not experience in a lifetime. Her experiences and theRead MoreAnalysis Of The Poem I Know Why The Caged Bird Sings 934 Words   |  4 Pagesmay have the grace to look up and out and into your sister’s eyes, into your brother’s face, your country and say simply very simply with hope good morning†. Maya Angelou was born on April 4, 1928, in St. Louis, Missouri. She was a writer and civil rights activist, Maya Angelou was well known for her memoir in 1969, I Know Why the Caged Bird Sings. Maya Angelou made literary history being the very first nonficti on best-seller by an African-American woman. In 1971, Angelou published Just Give Me a CoolRead More Maya Angelou: A Source of Humanity Essay1329 Words   |  6 PagesMaya Angelou: A Source of Humanity I am human, Angelou said, and nothing human can be alien to me (Shafer). Maya Angelou just may be the most human person in the world. Indeed, with all of the struggles she went through in her early life, her humanness increasingly deepened. Her life was characterized by the instability of her childhood and her family, along with the challenge of being a black woman growing up in 19th century America. The deepness of her humanness is evident in allRead MoreMaya Angelou1001 Words   |  5 PagesMaya Angelou You may shoot me with your words, you may cut me with your eyes, you may kill me with your hatefulness. But still, like air, Ill rise. Have you ever been so influenced by such a small amount of powerful words? This brilliant quote extracted from Maya Angelous own poem, Still I Rise, basically brings out the spirit and nature of each of her publications. Maya Angelous works of poetry are seen as inspiration for those who have been discriminated for their public appearances. AsRead MoreStill I Rise By Maya Angelou1078 Words   |  5 Pagesâ€Å"Still I Rise† by Maya Angelou is a poem of objection and satisfaction in which Maya states that she will raise regardless of any situation. In her poem, â€Å"Angelou also incorporates anaphora, similes and metaphors throughout the poem to illustrate the resilience of the speaker regardless of what befalls her† (Bouchard: â€Å"Literary Contexts in Poetry†). Using these methods, the reader is able to visualize the hardships the poet went through. â€Å"Still I Rise† by Maya Angelou offers ambition and inspirationRead MoreEssay on Maya Angelou612 Words   |  3 Pages Maya Angelou was born April 4, 1928. Her real name is Marguerite Johnson, but she later changed it to Maya. She was born in St. Louis, shortly after her birth her family up and move to Arkansaw. Maya grew up there in the rural parts of Arkansaw, and later married to a South African Freedom Fighter. She lived in Cairo with him, there she began her career as editor of the Arab Observer. At the request of Dr. Martin Lutheran King Jr., she became the northern coordinator for the Southern Christian LeadershipRead MoreMaya Angelou Research Notes1165 Words   |  5 PagesMaya Angelou Research Notes First source: Maya Angelou. Poetry Foundation, 2013. Web. 13 Apr. 2014. †¢ Childhood: o Maya Angelou was born in St. Louis, Missouri. o During her childhood, she lived in Stamps, Arkansas with her grandmother and her brother. o Angelou was sexually assaulted by her mothers boyfriend when she was seven years old. o Angelou’s uncles killed him when they found out about the assault. Although she was the victim of a heinous crime, Maya Angelou felt responsible for hisRead MoreAnalysis Of Maya Angelou s I Know Why The Caged Bird Sings1575 Words   |  7 Pagesto feel different, and wish they were someone or something â€Å"better†. In Maya Angelou’s autobiography she demonstrates what its like growing up in a racist community and how it feels to be the outcast. Angelou continuously speaks about being someone different her ideal self, something she is completely different from. She feels this way due to the racist society she lives in. In I Know Why The Caged Bird Sings Maya Angelou demonstrates in her autobiography in 1969 that even with love and affectionRead MoreCharacteristics Of Maya Angelou799 Words   |  4 PagesMaya Angelou What characteristics make up a good leader? A few that might come to mind are bravery, being inspirational and helpful, and being able to present and write well enough to captivate an audience. These are the characteristics that made Maya Angelou a good leader. Maya Angelou was very brave. One of the things that makes her brave is being able to talk about being sexually abused. At the young age of seven, Angelou was sexually abused by her mother’s boyfriend. This happened while sheRead MoreMaya Angelou Poetry942 Words   |  4 PagesMaya Angelou is considered by many to be the foremost poet of her age. While the themes of her literature are largely connected, her delivery is varied. In her poetry, she has used wit, sarcasm, imagery, and diverse rhythm. Angelou has used these techniques and the recognition it has provided for her, to fight for the civil rights of African Americans and women. After examining the life of Maya Angelou, it is easy to see that much of her work focuses on the significance of African Americans and women

The Human Genetic Engineering Debate Essay - 1823 Words

Science is moving forward at an increasing rate every day. Just in the past decade, there have been numerous new discoveries in astronomy, chemistry, geology, paleontology, and many more scientific fields. However, some of the fastest growing subjects are in the field of biological sciences, more specifically genetics. Over the past twenty years a new genetic science known as genetic engineering has come to prominence. Genetic engineering is the direct manipulation of an organism’s genome using biotechnology, including a human’s genome. As a result, scientists have begun to experiment with altering human traits, known as â€Å"designer babies.† In response, many issues have arisen culturally, as perspectives argue whether or not the application†¦show more content†¦Dr. Philip M Rosoff, the director of clinical ethics at Duke University Hospital, has considered this issue. He created a â€Å"thought experiment† regarding the testing and indicates t hat the potential dangers of implementing genetic enhancements in humans, especially highly valued traits such as intelligence, would mandate thorough testing on animals, specifically chimpanzees. The tests on them would either show good or bad results, and depending upon those outcomes, the determination of the future of the science will be decided. Hypothetically speaking, if the experiments on increasing the intelligence of the chimpanzees are effective, then we as humans are left with some huge dilemmas. One, we will have to decide whether to continue testing on more apes or not, two, is the continuation of the science ethical, and three, what do we do with these new highly intelligent chimpanzees? Rosoff suggests multiple theories on what to do with the apes. We can put them in human enclosures fortified for chimps of higher intelligence, put them into the wild to start a new population of intelligent life forms, or, considering their level of intelligence is up to par, is to l et them into society and see how not only the chimps react, but society as well. â€Å"Everyday people would be onlookers toShow MoreRelatedThe Debate On Human Genetic Engineering2124 Words   |  9 PagesLong Stance Paper on Human Genetic Engineering The debate on whether human genetic engineering should be researched and used as the main alternative solution to disease have been going on since the creation of the human genetic engineering phenomenon. The ethical question is clear: should money be invested in human genetic engineering and should we research it at all, even if it is formally criticized by all monotheistic religions? The ethical principles in conflict are beneficence (people withRead MoreThe Genetic Engineering Debate Essay1411 Words   |  6 Pagesdiscussions of genetic engineering, a controversial issue has been whether genetic engineering is ethical or not. In â€Å"The Person, the Soul, and Genetic Engineering,† JC Polkinghorne discusses about the moral status of the very early embryo and therapeutic cloning. J. H. Brooke’s article â€Å"Commentary on: The Person, the Soul, and Genetic Engineering† comments and state opinions that counter Polkinghorne’s article. On the other hand Jo hn Harris’s â€Å"â€Å"Goodbye Dolly?† The Ethics of Human Cloning† examinesRead MoreEssay on Genetic Engineering Should Not be Banned1641 Words   |  7 PagesGenetic Engineering Should Not be Banned Genetic engineering is a hotly-debated topic. On the one hand, giant corporations, ambitious scientists and powerful politicians are pushing forward with projects they claim will benefit mankind, and on the other, public opinion, environmentalists and consumers associations are concerned that these projects are insufficiently safeguarded and pose irreversible risks to life on this planet. In this paper I will set out the main issues in the debateRead MoreThe Controversy Of Genetic Engineering1369 Words   |  6 Pages Genetic Engineering, for most individuals not knowledgeable on the topic, conjures visions of sci-fi movies and humans being grown in a lab far off in the future. What more and more individuals in the early 21st century are coming to realize is that Genetic Engineering has already exceeded our wildest imaginations in a dark corner of a lab, outside of the view of the main stream public. Indeed, in 2017, genetic engineering is in full swing on both plant and animal life. Only from hearingRead MoreThe Future of Genetic Engineering in Babie Is in Our Hands Essay1173 Words   |  5 PagesBabies Group The Future of Genetic Engineering in Babies is in Our Hands The idea of designer babies has been around for a very long time, in various media, video games all the way to on-screen movies. Only recently through massive breakthrough of technology and science can genetically modified babies actually be possible for the future. The definition of the expression ‘designer baby’ is â€Å"a baby whose genetic makeup has been artificially selected by genetic engineering combined with invitro fertilizationRead MoreThe Importance Of Genetic Engineering1282 Words   |  6 PagesGenetic engineering is defined as the modification of the characteristics of an organism by altering its genetic material. Although the definition makes it seems clear and concise, it is far more complicated. This new advancement has caused a huge debate over the ethics and laws of what it is able to do. Genetic engineering is immensely important because of the potential benefits it contains and the advances it allows for in the future. The ultimate goal of genetic engineering is to prevent, treatRead MoreSale - Pro Plans Are 20% Off Today View Plans. Gradeproof1164 Words   |  5 PagesSentence Count: 28 Readability: 11.52 % Grade Level: 16.59 years Reading Time: 2 minutes Speaking Time: 4 minutes Type your title here... Genetic Engineering is a common theme of Gattaca, Splice, and Blade Runner. Gattaca takes place in a future where the best opportunities are given people that have the best genes, as a result from Genetic Engineering (cite). The main character Vincent has not been genetically engineered and has many health issues like Myopia (cite). He aspires to become anRead MoreHow Genetic Engineering Should Not Be Researched For Ethical Reasons1452 Words   |  6 PagesCell Anemia, a genetic disorder that affects the shape of red blood cells. Without treatment, Jim would have a high chance of dying. However, Jim was given a second chance to achieve normality like his mother always wanted with the help of genetic engineering. Genetic engineering, â€Å"the process of manually adding new DNA to an organism† (Lincoln 1),can be used to treat genetic disorders such as sickle cell Anemia, but there is a large percentage of people that say genetic engineering should not beRead MoreA Research On Genetic Modification1260 Words   |  6 Pagesbecome permanently disabled, and thirty-seven to die. This tragic event is one of many issues that sparks the continuous debate on genetic modification, which concerns the purposes, benefits, and dangers of modifying an organism’s DNA . While advocates for the increased production of disease-resistant crops and advocates for immunizations by engineered genes consider genetic engineering as advantageous, many individuals believe that such technology poses a lot more physiological harm than it does benefitsRead More Genetic Engineering: Our Key to a Better World Essay1128 Words   |  5 Pages What is genetic engineering one might ask and why is there so much moral controversy surrounding the topic? Genetic engineering as defined by Pete Moore, is the name given to a wide variety of techniques that have one thing in common: they all allow the biologist to take a gene from one cell and insert it into another (SS1). Such techniques included in genetic engineering (both good and bad) are, genetic screening both during the fetal stage and later in life, gene therapy, sex selection

The End Of The American Revolutionary War - 1595 Words

The end of the American Revolutionary War (1783), started enormous immigration from Europe. The new immigrants settled in the Northeast region of the United States and as a result, it began to experience street gangs. However, most organized and violent street gangs did not emerge in America until the beginning of the nineteenth century. As immigration continued street gangs emerged in the United States in four regions during different periods of time. These first gangs were mainly comprised of white immigrants from Northern and Western Europe who came to the United States from the time the Revolutionary War ended in 1783 through to approximately 1860. In 1820, a second wave of immigration from other parts of Europe – Italy, Poland and Ireland began to arrive, along with a large Jewish segment. As immigration grew throughout the United States, gangs began to spread throughout the remaining regions of the United States with African-American gangs throughout the South, Hispanic/ Latino gangs from Puerto Rico, Cuba, Dominican Republic, and Mexico as well other Central and South American countries spread to the West. Asian based gangs also began to emerge throughout the West and the remaining parts of the U.S. Throughout history there is one commonality for the emergence of gangs. Most gangs emerge and develop as each gang tries to establish their identity as well as their desire for money, prosperity and opportunity. They commonly believe they can acquireShow MoreRelatedThe End Of The American Revolutionary War1595 Words   |  7 Pages The end of the American Revolutionary War (1783), started enormous immigration from Europe. The new immigrants settled in the Northeast region of the United States and as a result, it began to experience street gangs. However, most organized and violent street gangs did not emerge in America until the beginning of the nineteenth century. As immigration continued street gangs emerged in the United States in four regions during different periods of time. These first gangs were mainly comprisedRead MoreThe Treaty Of Paris And Indian War876 Words   |  4 Pages] Outline: 1. From one war to another a.) French and Indian War b.) Ended by the Treaty of Paris 2. Revolutionary War a.) Negotiations between Great Britain and America b.) Informal articles of peace 3. Ending of the Revolutionary War a.) Articles of peace b.) Formal agreements between Great Britain and America c.) Treaty of Paris [ The Treaty of Paris, The ending of the Revolutionary War ] In 1763, the treaty of Paris ended the French and Indian War between Great Britain andRead MoreThe American Revolutionary War796 Words   |  3 PagesThe American Revolutionary War was a long hard fought war that lasted about 8 years. Many Countries were involved in the war, such as The United States, France, Great Britain, Spain, and The Dutch Republic. Not all countries actually fought but they provided either side with weapons and supplies to help them have a greater chance of winning the war. More than 70,000 people were killed during the great American Revolutionary War. The Americans were tired of the loyalist British taking advantage ofRead MoreThe American Revolution-Eight Long Years852 Words   |  4 PagesThe American Revolution, also known as the American Revolutionary War and the War of Independence, lasted from 1775 to 1783. It stemmed from growing tensions between England’s 13 North American colonies and the colonial government representing England, as well a s cost sharing imposed on English colonies by successive governments in London for debts attributed to former wars (Foner, 2012). The â€Å"cost sharing† encompassed a variety of measures including taxation on goods produced in the colonies,Read MoreEvents and People that Shaped History Essay1108 Words   |  5 PagesChoosing such events or people to talk about is no easy task since there are so many that play a key role in how this country was founded, but the three different ones that will be covered in this paper are George Washington, the Revolutionary War, and finally the Civil War. One influential person that helped us found this nation was George Washington, Washington was born on February 22, 1732 in Virginia; he was the first President of the United States of America. Being commander-in-chief of the ContinentalRead MoreWhy Is History A Contentious Subject Within Schools Around The World?936 Words   |  4 Pagesrepeat the mistakes of the past. Without history our generation will be the dark about who they are. History need to be taught whether it is good or bad and relevant history need to be told. Early American history that needs to be taught is slavery. New generation needs to know who slaves in American were and how they were treated by their slave’s owners. Slavery is a tough topic and the emotion of those facts evoke are intense. However, people still need to know the hardship the blacks went throughRead MoreCitizen Tom Paine And Freedom Road Essay1599 Words   |  7 Pagesduring The American Revolutionary War and its after math (1765-83). Freedom Road depicts the conditions of the former African slaves after The Civil War (1861-65) Thomas Paine is a political philosopher and thinker who has strived for the liberation of the Americans and African slaves since the time of American Revolutionary War. He is named as Tom Paine and is the protagonist of the novel Citizen Tom Paine (1943). Thomas Paine is termed as â€Å"The Great Rabble Rouser and Revolutionary† (Mc DonaldRead MoreHow the American Revolution Changed American Society Essay1189 Words   |  5 Pages1789 the American Colonies underwent a radical transformation into an independent self governing nation. British debt accumulated from the French and Indian War brought colonists into conflict with the mother country over a variety of social, political and economic issues. However, the outcome of the American Revolution was not a radical departure from America had been prior to 1763 but later, with the introduction of the constitution, developed unto a revolutionary society. At the end of the AmericanRead MoreBattles That Help United States Win Independence from Britian530 Words   |  3 Pagesbasicly a turning point for the american troops this battle helped gain the morale of Washingtons troops and gained the desire to fight on.But this is not the only battle that was necessary to the Revolutionary War,The Battle of Saratoga this battle was, in addition to the others, a great battle as a result of here the American forces stopped to any other further advances from British troops.Finally, The Battle of yorktown this battle not only was the time the american troops were on the brink to winningRead MoreA Comparison Of The American And Vietnam Revolutionary Wars And The Use Of Insergency1500 Words   |  6 Pages H502 HISTORY OF INSURGENCY: A COMPARISON OF THE AMERICAN AND VIETNAM REVOLUTIONARY WARS AND THE USE OF INSERGENCY CW4 Joseph, Stephen E WOSSE: 16-006B 26 September 2016 Table of Contents A Nation for Change 1 A Revolutionary War 1 Liberating a Revolutionary War 4 BIBLIOGRAPHY 6 A Nation for Change No one person wakes in the morning and decides to tackle years of institutional rule without thinking certain doom, discomfort, or in some cases, death. Citizens living during

Key Success Factors for Online Advertising Free Essays

Social Advertising Catherine Tucker? February 15, 2012 Abstract In social advertising, ads are targeted based on underlying social networks and their content is tailored with information that pertains to the social relationship. This paper explores the e? ectiveness of social advertising using data from ? eld tests of di? erent ads on Facebook. We ? nd evidence that social advertising is e? ective, and that this e? cacy seems to stem mainly from the ability of targeting based on social networks to uncover similarly responsive consumers. We will write a custom essay sample on Key Success Factors for Online Advertising or any similar topic only for you Order Now However, social advertising is less e? ective if the advertiser explicitly states they are trying to promote social in? uence in the text of their ad. This suggests that advertisers must avoid being overt in their attempts to exploit social networks in their advertising. Catherine Tucker is Associate Professor of Marketing at MIT Sloan School of Management, Cambridge, MA. and Faculty Research Fellow at the NBER. Thank-you to Google for ? nancial support and to an anonymous non-pro? t for their cooperation. Thank-you to Jon Baker, Ann Kronrod, Preston Mcafee, and seminar participants at the George Mason University Roundtable on the Law and Economics of Internet Search, the University of Rochester, UCLA and Wharton for valuable comments. All errors are my own. ? 1 Electronic copy available at: http://ssrn. com/abstract=1975897 1 Introduction Recent advances on the internet have allowed consumers to interact across digital social networks. This is taking place at unprecedented levels: Facebook was the most visited website in the US in 2010, accounting for 20% of all time spent on the internet, a higher proportion than Google or Yahoo! ComScore, 2011). However, it is striking that traditional marketing communications have been at the periphery of this explosion of social data despite the documented power of social in? uence on purchasing behavior. Much of the emphasis on marketing in social media, so far, has been on the achievement of ‘earned reach,’ whereby a brand builds it s subscriber base organically and also hopes that this will in? uence others organically through sharing links with their social networks (Corcoran, 2009). However, recent research by Bakshy et al. 2011) has emphasized that this kind of organic sharing is far rarer than previously supposed, and that there are very few examples of a commercial message being consistently transmitted across social networks. Further, Tucker (2011a) shows that in order to achieve virality, an advertiser may have to sacri? ce the commercial e? ectiveness of their message. This means that advertisers may need to use paid advertising to facilitate the sharing of their commercial message through social networks. Both Facebook and LinkedIn have recently introduced a new form of advertising called ‘social advertising. A social ad is an online ad that ‘incorporates user interactions that the consumer has agreed to display and be shared. The resulting ad displays these interactions along with the use r’s persona (picture and/or name) within the ad content’ (IAB, 2009). This represents a radical technological development for advertisers, because it means that potentially they can co-opt the power of an individual’s social network to target advertising and engage their audience. This paper asks whether social advertising is e? ective, and what active steps advertisers themselves should take in their ads to promote social in? ence. 2 Electronic copy available at: http://ssrn. com/abstract=1975897 We explore the e? ectiveness of social ads using data from a ? eld experiment conducted on Facebook by a non-pro? t. This ? eld experiment compared the performance of social ads with conventionally targeted and untargeted ads. The social ads were targeted to the friends of ‘fans’ of the charity on Facebook. The ads featured that fan’s name and the fact that they had become a fan of this charity. We ? nd that on average these social ads were more e? ective than demographically targeted or untargeted ads. Further, this technique is useful for improving both the performance of demographically targeted and untargeted campaigns. Comparing the performance of these ads that contained the name of the fan and were targeted towards the fan’s friends with those that were simply targeted to that fan’s friends suggests that their e? ectiveness stems predominantly from the ability of social targeting to uncover similarly responsive consumers. We present results that suggest that as well as being more e? ective at gathering clicks, social advertising is also more e? ective at promoting actual subscriptions to the newsfeed and is more cost-e? ctive. We then turn to investigate how advertisers should word their social advertising. Through randomized ? eld tests, we investigate the e? ectiveness of advertisers deliberately promoting social in? uence in their advertising copy through including a statement that encourages the viewer to, for example, ‘be like their friend. ’ W e ? nd that consumers reject attempts by advertisers to explicitly harness or refer to a friend’s actions in their ad copy. This result contrasts with previous empirical research that ? nds consistent bene? ts to ? rms from highlighting previous consumer actions to positively in? ence the consumers’ response (Algesheimer et al. , 2010; Tucker and Zhang, 2011). This rejection is reasonably uniform across di? erent wording, though slightly less severe for ads that make a less explicit reference to friendship. We then present additional evidence to rule out two potential explanations for our ? ndings. First, we rule out that the overt mention of social in? uence simply made people aware they were seeing an ad rather than something organic to the site. We do this by comparing an ad that states it is an ad with an ad that does not, and ? nding no di? rence. 3 Second, to investigate whether it was simply bad advertising copy, we examined how the ads perform for a group of Fa cebook users who have shown a visible propensity for social in? uence. We identify such users by whether or not they have a stated attachment to a ‘Fashion Brand’ on their Facebook pro? le. These users, in contrast to our earlier results, react more positively to the advertiser explicitly co-opting social in? uence than to a message that did not. This suggests that it was not simply that the message was badly communicated, but instead re? cts a taste (or more accurately distaste) for explicit references to social in? uence among most, though not all, consumers. This research builds on a literature that has studied the interplay between social networks and word of mouth. Zubcsek and Sarvary (2011) present a theoretical model that examines the e? ects of advertising to a social network, but assume that a ? rm cannot directly use the social network for marketing purposes. Instead, ? rms have to rely on consumers to organically pass their advertising message within the soci al networks. There has been little work on advertising in social networks. Previous studies in marketing about social network sites have questioned how such sites can use advertising to obtain members (Trusov et al. , 2009), and also how makers of applications designed to be used on social network sites can best advertise their products (Aral and Walker, 2011) through viral marketing. Hill et al. (2006) show that phone communications data can be used to predict who is more likely to adopt a service, Bagherjeiran et al. (2010) present a practical application where they use data from instant messaging logs at Yahoo! to improve online advertising targeting, and similarly Provost et al. 2009) show how to use browsing data to match groups of users who are socially similar. Tucker (2011b) explores how privacy controls mediate the e? ectiveness of advertising on Facebook. However, to our knowledge this is the ? rst academic study of the e? ectiveness of social advertising. Managerially, our results have important implications. Social advertising and the use of onl ine social networks is e? ective. However, when advertisers attempt to reinforce this social 4 in? uence in ad copy, consumers appear less likely to respond positively to the ad. This is, to our knowledge, the ? st piece of empirical support for emerging managerial theories that emphasize the need for ? rms to not appear too obviously commercial when exploiting social media (Gossieaux and Moran, 2010). 5 2 Field Experiment The ? eld experiment was run by a small non-pro? t that provides educational scholarships for girls to attend high school in East Africa. Without the intervention of this non-pro? t, and other non-pro? ts like them, girls do not attend secondary school because their families prioritize the education of sons. Though the non-pro? t’s main mission is funding these educational scholarships, the non-pro? has a secondary mission which is to inform young people in the US about the state of education for African girls. It was in aid of this secondary mission that t he non-pro? t set up a Facebook page. This page serves as a repository of interviews with girls where they describe the challenges they have faced. To launch the ? eld experiment, the non-pro? t followed the procedure described in ‘A/B Testing your Facebook Ads: Getting better results through experimentation’ (Facebook, 2010) which involved setting up multiple competing campaigns. These ad campaigns was targeted to three di? erent groups as shown in Table 1. The ? st group was a broad untargeted campaign for all Facebook users aged 18 and older in the US. The second group were people who had already expressed interest in other charities. These people were identi? ed using Facebook’s ‘broad category targeting’ of ‘Charity + Causes. ’ The third group were people who had already expressed an interest in ‘Education + Teaching. ’ Previously, the charity had tried such reasonably broad targeting with little success and was hopeful that social advertising would improve the ads’ performance (Tucker, 2011b). In all cases, the charity explicitly excluded current fans from seeing its ads. For each of these groups of Facebook users, the non-pro? t launched a socially targeted variant. These ads employed the Facebook ad option that meant that they were targeted only to users who were friends of existing fans of the charity. This also meant that when the fan had not opted-out on Facebook, the ad also displayed a ‘social endorsement’ where the name of the friend was shown at the bottom of the ad as shown in Figure 1. 6 Table 1: Di? erent Groups Targeted Condition Untargeted Baseline: Only Shown Baseline text All people in US over age of 18 who are not fans of the non-pro? t already. All people in US over age of 18 who state a? nity with charities on their Facebook pro? le who are not fans of the non-pro? t already. All people in US over age of 18 who state a? nity with education on their Facebook pro? le who are not fans of the non-pro? t already. Social Variant: Shown all 5 texts from Table 2 All people in US over age of 18 who are friends of the non-pro? t’s supporters who are not fans of the non-pro? t already. All people in US over age of 18 who state a? nity with charities on their Facebook pro? le who are friends of the non-pro? t’s supporters who are not fans of the nonpro? already. All people in US over age of 18 who state a? nity with education on their Facebook pro? le who are friends of the non-pro? t’s supporters who are not fans of the nonpro? t already. Charity Education The non-pro? t varied whether the campaign was demographically targeted and whether the campaign was socially targeted, and also explored di? erent ad-text con ditions. Table 2 describes the di? erent ad-copy for each condition. Each di? erent type of ad-copy was accompanied by the same picture of an appealing secondary-school student who had bene? ted from their program. The socially targeted ads displayed all ? ve variants of the advertising message depicted in Table 2. For each of the non-socially-targeted campaigns, we ran the baseline variant of the ad text which, as shown in Table 2, simply says ‘Help girls in East Africa change their lives through education. ’ The non-pro? t could not run the other four conditions that refer to others’ actions, because federal regulations require ads to be truthful and they did not want to mislead potential supporters. The di? erent ad conditions were broadly designed to cover the kinds of normative and informational social in? ence described by Deutsch and Gerard (1955); Burnkrant and Cousineau (1975). 1 We want to be clear that we do not argue that these advertising measures 1 Other forms of social in? uence studied in the literature involve network externalities where there is a performance bene? t to multiple people adopting (Tucker, 2008). However, that does not seem to be relevant 7 Ta ble 2: Di? erent Ad-Text Conditions Condition Baseline Be like your friend Ad-Text Help girls in East Africa change their lives through education. Be like your friend. Help girls in East Africa change their lives through education. Don’t be left out. Help girls in East Africa change their lives through education. Your friend knows this is a good cause. Help girls in East Africa change their lives through education. Learn from your friend. Help girls in East Africa change their lives through education. Don’t be left out. Your friend knows Learn from your friend. capture all types of social in? uence or are necessarily successful at distinguishing between the di? erent types of social in? uence that are possible. The literature on social in? ence has emphasized that the underlying mechanism is nuanced and complex. Obviously, di? erent types of social in? uence relate and interact in ways that cannot be teased apart simply with di? erent wording. However, the variation in messages does allow us to study whether explicit advertising messages that attempt to use di? erent types of wording to evoke social in? uence are e? ective in general. Figure 1: Sample Ad Figure 1 displays an anonymized sample ad for a social ad in the ‘be like your friend’ condition. The blacked-out top of the ad contained the non-pro? t’s name. The grayedhere. out bottom of the ad contained a supporter’s name, who had ‘liked’ the charity and was a Facebook friend of the person who was being advertised to. It is only with developments in technology and the development of automated algorithms that such individualized display of the friend’s name when pertinent is possible. Table 3 describes the demographics of the roughly 1,500 fans at the beginning of the campaign. Though the initial fans were reasonably spread out across di? erent age cohorts, they were more female than the average population, which makes sense given the nature of the charity. At the end of the experiment, the fans were slightly more likely to be male than before. The way that Facebook reports data means that we have access to the demographics only of the fans of the charity, not of those who were advertised to. Table 3: Demographics of the non-pro? t’s fans before and after the ? eld experiment Age 18-24 25-34 35-44 45-54 55+ Total Before Male 5 5 6 3 3 22 Experiment After Experiment Female Male Female 13 8 14 14 6 14 17 6 16 13 3 13 10 4 10 67 27 67 The ‘Total’ row does not add up to 100% because fans who are below 18 years of age are omitted. 9 3 Data The data that Facebook shares with advertisers is both anonymous and aggregate. This means that we cannot trace the e? ects of social advertising on the friends of any one individual. It also means that we cannot examine heterogeneity in the degrees of in? uence across individuals, as is studied, for example, by Godes and Mayzlin (2009) in their study of o? ine ? rm-sponsored communications. However, given that the central research question of the study is whether, on average, di? erent types of social advertising are more e? ective, the aggregate nature of the data is su? cient. Table 4 reports daily summary statistics for the campaigns in our data. Over a 5-week period, there were 630 observations. There were 18 campaigns in total that consisted of a) The three baseline conditions that were demographically targeted to everyone, charity-lovers and education-supporters and used the baseline text, and b) The ? fteen social ad conditions that had all the ? ve di? erent types of text, and socially targeted separately to everyone, charity-lovers and education-supporters. Table A2 in the appendix provides a summary of these campaigns. Table 4: Summary Statistics Mean Std Dev Min Max Average Impressions 13815. 13898. 6 1 98037 Average Clicks 5. 06 5. 17 0 37 Connections 2. 70 3. 52 0 24 Unique Clicks 5. 04 5. 14 0 36 Daily Click Rate 0. 11 0. 10 0 1. 27 Impression Click Rate 0. 045 0. 047 0 0. 50 Cost Per Click (USD) 0. 98 0. 40 0. 31 3. 90 Cost Per 1000 views (USD) 0. 52 1. 37 0 24. 5 Ad-Reach 6165. 7 6185. 0 1 60981 Frequency 2. 32 0. 82 1 9. 70 18 ad variants at the daily level for 5 weeks (630 observations) There are two click-through rates reported in Table 4. The ? rst click-through rate is the proportion of people who clicked on an ad that day. The denominator here is the 10 Ad-Reach measure that captures the number of people exposed to an ad each day. The second click-through rate is per ad impression. We focus on the former in our econometric analysis, because impressions can be a function of person refreshing their page or using the back button on the browser or other actions which do not necessarily lead to increased exposure to the ad. We show robustness subsequently to using this click-through rate per impression measure. Due to the relatively small number of clicks, these click through rates are expressed as percentage points or sometimes as fractions of a percentage point. In our regression analysis we also use this scaling in order to make our coe? cients more easily readable. 2 The data also contains an alternative means of measuring advertising success. The connection rate measures the number of people who liked a Facebook page within 24 hours of seeing a sponsored ad, where the denominator is the ad’s reach that day. We compare this measure to clicks in subsequent analysis to check that the click-through rate is capturing something meaningful. We also use the cost data about how much the advertiser paid for each of these ads in a robustness check. The data reassuringly suggests that there were only ? ve occasions where someone clicked twice on the ads. Therefore, 99. 8% of the click-through rate we measure captures a single individual clicking on the ad. 2 11 Figure 2: Social advertising is e? ective 4 4. 1 Results Does Social Advertising Work? First, we present some simple evidence about whether social advertising is more e? ective than regular display advertising. Figure 2 displays the basic comparison of aggregate (that is, across the whole ? ve-week period) click-through rates between non-socially-targeted ads and ads that were socially targeted. Since these are aggregate click-through rates they di? er from the daily click-through rates reported in Table 4. These are expressed as fractions of a percentage point. It is clear that social advertising earned far larger click-through rates. The di? erence between the two bars is quite striking. To check the robustness and statistical signi? cance of this relationship, we turn to econometrics. The econometric analysis is relatively straightforward because of the randomization induced by the ? eld tests. We model the click-through rate of campaign j on day t targeted to demographic group k as: 2 ClickRatejt = ? SocialT argeting Endorsementj + ? k + ? t + j (1) SocialT argeting Endorsementj is an indicator for whether or not this campaign variance was socially targeted and displayed the endorsement. Since Facebook does not allow the testing of these di? erent features separately, this is a combined (rather than separable) indicator. ?k is a ? xed e? ect that captures whether this wa s the untargeted variant of the ad. This controls for underlying systematic di? erences in how likely people within that target and untargeted segment were to respond to this charity. We include a vector of date dummies ? t . Because the ads are randomized, ? t and ? k should primarily improve e? ciency. We estimate the speci? cation using ordinary least squares. Though we recognize that theoretically a click-through rate is bounded at one hundred since it is measured in percentage points, click-through rates in our data are never close to this upper bound or lower bound. 3 Table 5 reports our initial results. Column (1) presents results for the simple speci? cation implied by equation (1) but without the date and demographic controls. The point estimates suggest that social targeting and a friend’s endorsement increased the average daily clickthrough rate by around half. Column (2) repeats the analysis with the controls for date. It suggests that after controlling for date, the result holds. This is reassuring and suggests that any unevenness in how ads were served across days does not drive our results. It also suggests that our result is not an artifact of a failure of randomization. Column (3) adds an extra coe? cient that indicates whether that campaign was untargeted rather than being targeted to one of the customer groups identi? d as being likely ‘targets’ by the non-pro? t We also tried alternative speci? cations where we use the unbounded clicks measure (rather than a rate) as the dependent variable and show that our results are robust to such a speci? cation in Table A1, in the appendix. 3 13 – Educational and Charity supporters. It suggests that indeed, as expected, an untarge ted campaign was weakly ine? ective, though the estimate is not signi? cant at conventional levels. We speculate that the apparent weakness of demographic targeting may be because target markets of charity and educational supporters is reasonably broad, and consequently may have ontained many individuals who would not support an international charity. An obvious question is what explains the success of social advertising. One explanation is that the endorsement of a friend is informative. Another explanation is that social targeting uncovers people who will be more likely to be interested in their charity as they are similar, in unobserved ways, to their friends who are already fans of the charity. Manski (1993) pointed out that this particular issue of distinguishing homophily (unobserved characteristics that make friends behave in a similar way) from the explicit in? ence of friends on each other is empirically problematic. Ideally, to address this we would simply randomize whethe r users saw the endorsement or not. However, Facebook’s advertiser interface does not allow that. What we can do is take advantage of the fact that sometimes ads are shown to people without the endorsement if that fan has selected a privacy setting which restricts the use of their image and name. The interface which users use to do this is displayed in Figure A1; all users do is simply select the ‘No One’ rather than the ‘Only my friends’ option. Of course, this will not represent perfect randomization. It is likely that the fans who select stricter privacy settings di? er in unobserved ways from those who do not, and that therefore their social networks may di? er as well. However, despite this potential for bias, this does represent a useful opportunity to try to disentangle the power of social targeting to enable homophily and the power of personal endorsements. Column (4) displays the results of a speci? cation for equation (1) where the dependent variable is the conversion rate for these socially targeted but not socially endorsed ads. Here for ads that were being shown to friends, the click-through rate was only calculated for occasions when the endorsement was not shown. A comparison of Column 14 (3) and Column (4) in Table 5 makes it clear the ads that were displayed to friends of fans but lacked a clear endorsement were less e? ective than those that had a clear endorsement. However, they were still measurably more e? ective than non-socially-targeted ads. It appears that, roughly, the endorsement accounted for less than half of the persuasive e? ect and the ability to use social networks to target the ad accounted for slightly more than half of such ads’ e? acy. Columns (5) and (6) of Table 5 estimate the speci? cation separately by whether the campaign was targeted or untargeted. Though the point estimate for the targeted campaigns is higher, it is notable that social advertising improved the performance of both targeted and untargeted campaigns. Given the widely reported lack of e? cacy of untargeted campaigns (Reiley and Lewis, 2009), the increase in e? ectiveness allowed by social advertising appears large for untargeted campaigns. 15 Table 5: Social Targeting and Endorsement is E? ective (4) No Endorsement Click Rate SocialTargeting Endorsement All (1) Click Rate 0. 0386 (0. 0123) (2) Click Rate 0. 0385 (0. 0108) 0. 0287 (0. 0143) -0. 000275 (0. 0122) 0. 0794 (0. 0116) 0. 0132 (0. 0166) (3) Click Rate 0. 0386 (0. 0125) Untargeted (5) Click Rate 0. 0297 (0. 00755) Targeted (6) Click Rate 0. 0376 (0. 00927) SocialTargeting Untargeted Constant 16 Date Controls No Yes Yes Yes Yes Yes Observations 630 630 630 630 210 420 Log-Likelihood 542. 1 610. 3 610. 3 427. 8 187. 7 452. 3 R-Squared 0. 0221 0. 212 0. 212 0. 119 0. 317 0. 228 OLS Estimates. Dependent variable is the percentage point of people who click on the ad. Dependent variable in Columns (4) for social ads is the percentage point daily click-through rate of ads that did not display the endorsement. Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 4. 2 Robustness Table 6 checks the robustness of the ? nding that social targeting and endorsement are effective, to di? erent de? nitions of the dependent variable. Column (1) reports the results of using a dependent measure which is the percentage click-through per impression. Again, we ? nd that social advertising is more e? ective, though the e? ectiveness is less pronounced and less precisely estimated than before. This suggests that the appeal of social advertising is not necessarily enhanced by multiple exposure. It could also, of course, merely re? ect noise introduced into the process by someone refreshing their browser multiple times. The results so far suggest that consumer privacy concerns or the intrusiveness of such ads do not seem to outweigh the appeal of social advertising for consumers. 4 There is always the possibility of course that people clicked on the ads because they were annoyed or wanted to understand more the extent of privacy intrusion rather than because the ads were actually e? ective. To explore this, we estimate a speci? cation where the dependent measure was the proportion of clicks that became subscribers of the newsfeed. The results are reported in Column (2). We see that again social advertising appears to be more e? ective at encouraging Facebook users to take the intended action as well as simply clicking. This is evidence that people are not clicking on social ads due to annoyance at their intrusiveness but instead are clicking on them and taking the action the ads intend to encourage them to take. Untargeted ads are less likely to lead to conversions than those targeted at appropriate demographics. This makes sense – these people are being targeted precisely because they are the kind of people who have signed up for such news feeds in the past. A ? nal question is whether ads that are socially targeted and display endorsements are more expensive for advertisers, thereby wiping out their relative e? ectiveness in terms of return on advertising investment. We explore this in Column (3) of Table 6. There are This may be because Facebook users ? nd it reassuring that these ads, though narrowly targeted, are not overly visually intrusive (Goldfarb and Tucker, 2011). 4 17 everal missing observations where there were no clicks that day and consequently there was no price recorded. In Column (3), we report the results of a speci? cation where our explanatory variables is the relative price per click. The results suggest that advertisers pay less for these clicks that are socially targeted. This suggests that Facebook is not charging a premium for this kind of advertising. Though Facebook shrouds in secrecy the precise pricing and auction mechanism underlying their advertising pricing, this result would be consistent with a mechanism whereby advertisers pay less for clicks if they have higher clickthrough rates. In other words, prices paid bene? t from an improved ‘quality-score’ (Athey and Nekipelov, 2011). The results also suggest that advertisers pay less for demographically untargeted clicks which is in line with previous studies such as Beales (2010). Table 6: Social Advertising is E? ective: Checking robustness to di? erent dependent variables SocialTargeting Endorsement (1) Click Rate (Multiple) 0. 0108 (0. 00501) 0. 00526 (0. 00582) Yes 630 1086. 5 0. 150 (2) Clicks to Connections Rate 0. 433 (0. 0997) -0. 321 (0. 0768) Yes 554 -467. 5 0. 163 (3) Cost Per Click (USD) -0. 95 (0. 0480) -0. 177 (0. 0520) Yes 559 -129. 0 0. 426 Untargeted Date Controls Observations Log-Likelihood R-Squared OLS Estimates. Dependent variable is the click-through rate (expressed as a fraction of a percentage point) for impressions in Column (1). Dependent variable in Column (2) is the clicks to conversions rate. Dependent variable in Column (3) is cost per click. Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 4. 3 What Kind of Social Advertising Messages Work? We then go on to explore what kind of advertising message works in social ads. We distinguish between ads that rely simply on the Facebook algorithm to promote social in? uence by featuring the automated endorsement at the bottom of their ad, and ads that explicitly refer to this endorsement in their ad copy. 18 Table 7: Social Advertising is Less E? ective if an Advertiser is Too Explicit (3) No Endorsement Click Rate SocialTargeting Endorsement All (1) Click Rate 0. 0577 (0. 0139) (2) Click Rate 0. 0571 (0. 0113) 0. 0333 (0. 0168) -0. 0287 (0. 00886) -0. 000463 (0. 0122) -0. 0136 (0. 0115) -0. 0189? (0. 01000) -0. 0378 (0. 0115) -0. 0429 (0. 0144) -0. 101 (0. 0124) Yes 630 615. 4 0. 225 Yes 630 618. 1 0. 232 Yes 630 429. 5 0. 124 Yes 210 189. 6 0. 329 Yes 420 461. 0 0. 260 -0. 000281 (0. 0177) 0. 0161 (0. 0169) -0. 0303? (0. 0167) -0. 0284 (0. 0124) Untargeted (4) Click Rate 0. 0498 (0. 0245) Targeted (5) Click Rate 0. 0527 (0. 0130) SocialTargeting SocialTargeting Endorsement ? Explicit Untargeted SocialTargeting Endorsement ? Don’t be left out Social Targeting Endorsement ? Be like your friend SocialTargeting Endorsement ? Learn from your friend 19 SocialTargeting Endorsement ? Your friend knows SocialTargeting ? Explicit Date Controls Observations Log-Likelihood R-Squared OLS Estimates. Dependent variable is the percentage points of people who click on the ad. Dependent variable in Columns (3) adjusted for social ads so that is the percentage point daily click-through rate of ads that did not display the endorsement. Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 We use the additional binary indicator variable Explicitj to indicate when the advertiser uses a message that evokes social in? uence explicitly in their ad copy, in addition to the social endorsement automated by the Facebook algorithm. This covers all the non-baseline conditions described in Table 2. We interact this with the SocialT argeting Endorsementj , meaning that SocialT argeting Endorsementj now measures the e? ect of the baseline effect, and the interacted variable measures the incremental advantage or disadvantage of mentioning the friend or the potential for social in? uence in the ad. Column (1) of Table 7 reports the results. The negative coe? cient on the interaction between Explicit and SocialT argeting Endorsementj suggests that explicit reference to a social in? uence mechanism in the ad a? ected the performance of the ad negatively. That is, when the advertiser themselves were explicit about their intention to harness social in? uence, it back? res. Further, the large point estimate for SocialT argeting Endorsementj suggests that the baseline message is even more e? ective than the estimates of Table 5 suggested. Column (2) in Table 7 reports the results of a speci? cation where we break up Explicit by the di? erent types of ‘social in? uence’-focused advertising messages featured in Table 2. It is striking that all measures are negative. It is also suggestive that the one message that was not statistically signi? ant and had a smaller point estimate than the others did not refer to the friend explicitly but instead referred obliquely to the friend’s action. This is speculative, since the point estimate here is not statistically di? erent from the others due to its large standard error. Column (3) repeats the exercise for the click-through rate for the ads that did not display an endorsement that we investigated in Table 5. Since these ads did not display the friend’s name at the bottom, it should not be so obvious to a viewer that the ? rm is explicitly trying to harness the social in? uence that results from the friend being a fan of the charity. We recognize that there may of course be some confusion at the mention of a friend when no name is displayed, but this confusion should work against us rather than for us. In this case, 20 we do not see a negative and signi? cant e? ect of the ‘Explicit’ advertising message which referred to a friend. This suggests that it was the combination of the friend’s name and the mention of social in? uence which was particularly o? -putting. The results in Column (3) suggest that what is damaging is the combination of an advertiser making it explicit they are trying to harness social in? ence and the algorithmic social advertising message. We next explored whether this ? nding that attempts by advertisers to explicitly harness social in? uence in their ad text damaged the e? ectiveness of social advertising di? ered by the target group selected. Column (4) presents the results for the campaign that was targeted at friends of fans who were simply over 18 years old and base d in the US. Column (5) presents the results for the group of users whom the charity selected as being in the target ‘demographic’ groups for the campaign – that is users whose Facebook pro? e revealed their support for other educational and charitable causes. What is striking is the similarity of the estimates for the e? cacy of social advertising and the damage done by the advertiser being overly explicit about social in? uence across Columns (4) and (5). Again, similar to the results reported in Table 5 social advertising appears to be able to o? er as nearly as large a lift to ad e? cacy for an untargeted population as a targeted one. 4. 4 Behavioral Mechanism We then collected additional data to help rule out alternative explanations of our ? nding that the explicit mention of social in? ence was undesirable in social ads. One obvious potential explanation is that what we are measuring is simply that people are unaware that what they are seeing is actually a n ad, rather than part of Facebook. When a non-pro? t uses a message such as ‘Be like your friend’ then it becomes obvious that this is an ad, and people respond di? erently. To test this, we persuaded the non-pro? t to run a subsequent experiment that allowed us to explicitly tease this apart. In this experiment we compared the performance of ads that said ‘Please read this ad. Help girls in East Africa 21 change their lives through education. , and ads that simply said ‘Help girls in East Africa change their lives through education. ’5 If it is was the case that Facebook users were simply mistaking socially targeted ads for regular content and the explicit appeals to social in? uence stopped them making this mistake, we would expect to also see a negative e? ect of wording that made it clear that the message was an ad. However, it appears that adding ‘Please read this ad’ if anything helped ad performance, which suggests that it was not the case that Facebook users were simply mistaking socially targeted ads for content if there is no explicit message. Obviously, though, the sample size here is very small, making more de? nitive pronouncements unwise. Table 8: Not Driven by Lack of Awareness of Advertising or Universally Unappealing Ad Copy Knowledge (1) Click Rate 0. 0312? (0. 0160) 0. 0114 (0. 0288) Fashion (2) Click Rate 0. 0194 (0. 0208) 0. 0376? (0. 0221) 0. 0449? (0. 0254) -0. 00448 (0. 0218) 0. 0172 (0. 0254) 0. 127 (0. 0584) (3) Click Rate 0. 0182 (0. 0208) SocialTargeting Endorsement SocialTargeting Endorsement ? Explicit SocialTargeting Endorsement ? Don’t be left out SocialTargeting Endorsement Be like your friend SocialTargeting Endorsement ? Learn from your friend SocialTargeting Endorsement ? Your friend knows Date Controls Yes Yes Yes Observations 20 60 60 Log-Likelihood 55. 43 91. 77 103. 7 R-Squared 0. 916 0. 267 0. 508 OLS Estimates. Dependent variable is the percentage point of people who click on ad that day. Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 Recent research has questioned the use of the imperative in advertising copy, which is why we used ‘please’ (Kronrod et al. , 2012) 5 22 Another alternative explanation for our ? dings is that the messages referring to the friend were poorly-written or unappealing. To test whether this was the case, we selected an alternative set of users whom might be expected to react in an opposite way to potential presumptions of social in? uence. Speci? cally, the charity agreed to run test conditions identical to those in Table 2 for the people who expressed a? nity with ‘Fashion’ goods on their Facebook pro? les. The Fashion category of users were chosen because typical models of social in? uence have focused on fashion cycles (Bikhchandani et al. , 1992). These models emphasize the extent to which people who participate in Fashion cycles receive explicit utility from conformity, even when this conformity is provoked by a ? rm. In other words, they may ? nd advertiser-endorsed social in? uence more persuasive and advertiser attempts at emphasizing the power of social in? uence more acceptable than the general population does. This group of users exhibits a very di? erent pattern to that exhibited by the general population. They appear to respond somewhat positively to social advertising, though this estimate is imprecise and the point estimate is smaller than for the other conditions. However, strikingly, they reacted particularly positively to advertising messages that emphasized social in? uence and the actions of the friend in the ad copy. In other words, social advertising for this group worked even when the advertiser explicitly embraced the potential for social in? uence. This result suggests that there may be heterogeneity in consumer responses to the wording of social advertising messages depending on their previous consumption patterns. This is evidence against an alternative explanation for our results in Table 7 based on these advertising messages which explicitly refer to the potential for social in? ence being confusing or overly wordy, since they were e? ective for this group of Fashion fans. In general, the results of Tables 7 and 8 suggest that there is heterogeneity in distaste for advertiser attempts to harness social in? uence given previous consumption patterns, but that for the average person the e? ects are negative. 23 5 Implications How hel pful is data on social relationships when it comes to targeting and delivering advertising content? This paper answers this question using ? eld test data of di? erent ads on the large social network site Facebook. We ? nd evidence that social advertising is indeed very e? ctive. This is important, as for the past few years social network websites have often been dismissed by advertisers as venues for ‘paid media’, that is, paid advertising. Instead, the emphasis was on ‘earned’ or organic media whereby social networks were venues for organic word of mouth. This dismissal of paid advertisements was echoed in the popular and marketing press with headlines such as ‘Online Social Network and Advertising Don’t Mix’ and ‘Facebook Ad Click-Through Rates Are Really Pitiful’ (Joel, 2008; Barefoot and Szabo, 2008). Our results suggest, however, that as social advertising develops this will change swiftly. In particular, social networks will be able to exploit their considerable inherent network e? ects to enlarge their share of advertising dollars. Strikingly, we ? nd that the average Facebook user appears to ? nd social advertising as done by the standard Facebook algorithm appealing. However, when advertisers attempt to emulate or reinforce this social in? uence, consumers appear less likely to respond positively to the ad. Speculatively, the results suggest that intrusive or highly personal advertising is more acceptable if done algorithmically by a faceless entity uch as a computer than when it is the result of evident human agency. Very speculatively, there is perhaps a parallel with users of web-based email programs accepting an algorithm scanning their emails to serve them relevant ads when the interception of emails by a human agent would not be acceptable. Our results suggest that social advertising works well for both targeted and untargeted populations, which may mean that social advertising is a particularly useful technique when 24 advertising to consumers outside the product’s natural or obvious market segment since their are less obvious ways of targeting in these settings. The majority of this e? cacy appears to be because social targeting uncovers unobserved homophily between users of a website and their underlying receptiveness to an advertising message. There are of course limitations to our study. First, the non-pro? t setting may bias our results in ways that we cannot predict. Second, the aims of the non-pro? t also means the outcome measure we study is whether or not people sign up to hear more about the nonpro? t, rather than studying the direct e? ect of advertising on for-pro? t outcomes such as customers making purchases. Third, we studied this advertising at a time when Facebook was just launching and promoting its social advertising features. It is not clear whether the results will be as strong if the advertising market becomes saturated with social ads. Notwithstanding these limitations, we believe that this paper makes a useful contribution in terms of documenting when social advertising is useful and when it is not. 25 References Algesheimer, R. , S. Borle, U. M. Dholakia, and S. S. Singh (July/August 2010). The impact of customer community participation on customer behaviors: An empirical investigation. Marketing Science 29 (4), 756–769. Aral, S. and D. Walker (September 2011). Creating social contagion through viral product design: A randomized trial of peer in? uence in networks. Management Science 57 (9), 1623–1639. Athey, S. and D. Nekipelov (2011). A structural model of sponsored search advertising auctions. Mimeo, Berkeley. Bagherjeiran, A. , R. P. Bhatt, R. Parekh, and V. Chaoji (2010). Online advertising in social networks. In B. Furht (Ed. ), Handbook of Social Network Technologies and Applications, pp. 651–689. Springer US. Bakshy, E. , J. M. Hofman, W. A. Mason, and D. J. Watts (2011). Everyone’s an in? encer: quantifying in? uence on Twitter. In Proceedings of the fourth ACM international conference on Web search and data mining, WSDM ’11, New York, NY, USA, pp. 65–74. ACM. Barefoot, D. and J. Szabo (2008, April). Facebook ad click-through rates are really pitiful. Friends with Bene? ts: A social media handbook blog. Beales, H. ( 2010). The value of behavioral targeting. Mimeo, George Washington University. Bikhchandani, S. , D. Hirshleifer, and I. Welch (1992, October). A theory of fads, fashion, custom, and cultural change in informational cascades. Journal of Political Economy 100 (5), 992–1026. 6 Burnkrant, R. E. and A. Cousineau (1975, December). Informational and normative social in? uence in buyer behavior. Journal of Consumer Research 2 (3), 206–15. ComScore (2011). ComScore’s 2011 social report: Facebook leading, microblogging growing, world connecting. White Paper . Corcoran, S. (2009, December 16). De? ning earned, owned and paid media. Forrester Research. Deutsch, M. and H. B. Gerard (1955). A study of normative and informational social in? uences upon individual judgment. The Journal of Abnormal and Social Psychology 51 (3), 629–636. Facebook (2010, September). A/B testing your Facebook ads: Getting better results through experimentation’. Technical Report. Godes, D. and D. Mayzlin (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science 28 (4), 721–739. Goldfarb, A. and C. Tucker (2011, May). Online display advertising: Targeting and obtrusiveness. Marketing Science 30, 389–404. Gossieaux, F. and E. Moran (2010). The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media. McGraw-Hill. Hill, S. , F. Provest, and C. Volinksky (2006). Network-based marketing: Identifying likely adopters via consumer networks. Statistical Science 21 (2), 256276. IAB (2009). IAB social advertising best practices. Interactive Advertising Bureau. Joel, M. (2008, February 8). Online social networks and advertising don’t mix. Six Pixels of Separation, Twist Image. 27 Kronrod, A. , A. Grinstein, and L. Wathieu (2012, January). Go green! Should environmental messages be so assertive? Journal of Marketing 76, 95–102. Manski, C. F. (1993, July). Identi? cation of endogenous social e? ects: The re? ection problem. Review of Economic Studies 60 (3), 531–42. Provost, F. , B. Dalessandro, R. Hook, X. Zhang, and A. Murray (2009). Audience selection for on-line brand advertising: privacy-friendly social network targeting. In Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining, KDD ’09, New York, NY, USA, pp. 707–716. ACM. Reiley, D. and R. Lewis (2009). Retail advertising works! measuring the e? ects of advertising on sales via a controlled experiment on Yahoo! †. Working Paper, Yahoo! Research. Trusov, M. , R. E. Bucklin, and K. Pauwels (2009, September). E? ects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing 73, 90–102. Tucker, C. (2008). Identifying formal and informal in? uence in technology adoption with network externalities. Management Science 54 (12), 2024–2038. Tucker, C. (2011a). Ad virality and ad persuasiveness. Mimeo, MIT . Tucker, C. (2011b). Mimeo, MIT . Tucker, C. and J. Zhang (2011). How does popularity information a? ect choices? A ? eld experiment. Management Science 57 (5), 828–842. Zubcsek, P. and M. Sarvary (2011). Advertising to a social network. Quantitative Marketing and Economics 9, 71–107. Social Networks, Personalized Advertising, and Privacy Controls. 28 Figure A1: Control interface for switching o? Endorsement A-1 Table A1: Robustness of Table 5 to using number of clicks as dependent variable OLS (1) Average Clicks SocialTargeting Endorsement 1. 991 (0. 394) -0. 0385 (0. 422) 0. 000405 (0. 0000443) Poisson (2) Average Clicks 0. 258 (0. 0746) 0. 134 (0. 0817) 0. 0000327 (0. 00000638) Negative Binomial (3) Average Clicks 0. 230 (0. 0922) 0. 187 (0. 123) 0. 0000455 (0. 0000135) Untargeted Ad-Reach Date Controls Yes Yes Yes Observations 630 630 630 Log-Likelihood -1484. 8 -1417. 6 -1394. 7 R-Squared 0. 755 OLS Estimates in Columns (1)-(2). Dependent variable is the Number of clicks on the ad in Columns (3)-(4). Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 A-2 Table A2: Summary of 18 Campaigns Campaign 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Social Ad? Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Non-Social Advertising Non-Social Advertising Non-Social Advertising Demo Targeting? Demo 1 Targeted Demo 1 Targeted Demo 1 Targeted Demo 1 Targeted Demo 1 Targeted Demo 2 Targeted Demo 2 Targeted Demo 2 Targeted Demo 2 Targeted Demo 2 Targeted Untargeted Untargeted Untargeted Untargeted Untargeted Demo 1 Targeted Demo 2 Targeted Untargeted Message Baseline Message 1 Message 2 Message 3 Message 4 Baseline Message 1 Message 2 Message 3 Message 4 Baseline Message 1 Message 2 Message 3 Message 4 Baseline Baseline Baseline A-3 How to cite Key Success Factors for Online Advertising, Essay examples

Project Manager Roles

Question: Critically evaluate the role and responsibility of the project manager and analyse the tools and techniques employed in the field of project management. Answer: Critical review of Journal article under consideration: Abiodun, E.J.A., 2009. Human Resources management, an overview. 110-121: Concept Publication. Andries, A.M., Apetri, A.N. Cocris, V., 2012. The impact of the banking system reform on banks performance. African Journal of Business Management Vol 6(6), pp.2278-84. Armstrong, M., 2006. A handbook of Human Resource Management Practice (10th edition). London: Kogan Page. Baker, D.C., 2014. Great Project Managers. [Online] Available at: https://99u.com/articles/6946/top-10-characteristics-of-great-project-managers. Barney, J., 2001. The resource-based view of the firm: Ten years after 1991. Journal of Management, Vol. 27, pp.625-41. Barron, W., 2014. Flexibility and work-life balance: who benefits? In Human Resource Management in Australia. 5th ed. Sydney: McGraw-Hill Australia. pp.315-16. Besner, C. Hobb, B., 2004. An empirical investigation of project management practice: In reality what tools do practitioners use? In D.P. Slevin, D.I. Cleland J.K. Pinto, eds. Innovations: Project Management Research. Newton Square: Project Management Institute. pp.337-51. Businessballs, 2014. Project Management. [Online] Available at: https://www.businessballs.com/project.htm [Accessed 27 April 2015]. CEB information Technology, 2012. Rules to Live By: 10 Guiding Principles for Project Management. [Online] Available at: https://www.executiveboard.com/blogs/rules-to-live-by-10-guiding-principles-for-project-management/. Dvir, D. Lechler, T., 2004. Plans are nothing, changing plans is everything: The impact of changes on project success. Research Policy, 33(1), pp.1-15. Fleming, Q.W. Koppelman, J.M., 2006. Earned Value Project Management. 3rd ed. Newton Square: Project Management Institute. Fray, A.M., 2007. Ethical behavior and social responsibility in organizations: process and evaluation. Management Decisions., 45(1), pp.76-88. Ganaway Nick, B., 2006. Construction business management: A guide to contracting for business success. Auchmuty. Gill, R., 2002. Change management or change leadership? Journal of Change Management, pp.3 (4), 307-318. Hillson, D., 2009. Managing Risk in Projects (Fundamentals of Project Management). Gower. Ika, L.A., Diallo, A. Thuillier, D., 2010. Project Management in the International development industry: The project coordinator's perspective. International Journal of Managing Projects in Business., 3(1), pp.61-93. Institiute, P.M., 2009. A Guide to the Project Management Body of Knowledge: PMBOK Guide. 4th ed. Project Management Institute. Kerzner, H., 2009. Project Management: A Systems Approach to Planning, Scheduling and Controlling. 9th ed. John Wiley and Sons. LT Construction, 2014. International projects. [Online] Available at: https://www.lntecc.com/homepage/common/interprojects.htm. Meredith, J.R., 2014. Project management in practice. (Fifth Edition). Wiley. MetropolitanWashingtonAirportAuthority, 2008. Dulles Corridor Metrorail Project. [Online] Available at: https://www.dullesmetro.com/pdfs/FinalPMPV6-0.pdf [Accessed 03 February 2015]. Nokes, S., 2007. The Definitive Guide to Project Management. Financial Times. Schwabe, K., 2014. Information technology project management. (Seventh Edition). Cenage Learning. Smith, K.A., 2014. Teamwork and project management.(Fourth Edition). McGraw-Hill Education. Steadman, M.E.a.R.F.G., 2005. Implementing accounting education change: Bringing accounting graduates into the management mainstream. Managerial Auditing Journal, pp.10(3), 3-7. SupplyManagement.com, 2004. Oxfam targets better procurement. [Online] Available at: https://www.supplymanagement.com/news/2004/oxfam-targets-better-procurement [Accessed 11 December 2014]. Background: The study is about comparing and finding out relations between the project management efforts and project success following proper success criteria. This study has been done to give support to the idea that the success of a project does not only depends on its prior project planning but also on its monitoring and evaluation using right mix of tools and techniques in the project management. This way the project monitoring and evaluation helps in leaving long term impact on the project completion which proves to be more appropriate as per the project plans. The study has been carried by Lavagnon A. Ika, AmadouDiallo and Denis Thuiller. They carried out the study on 26 different countries in Africa. They actually used the method of questionnaire filling that was actually delivered to the sample population of 600 respondents through mail. There exists no hypothesis or research question in this research work; however the purpose or objective of the study is present. The purpose of the stu dy or main objective is stated as to analyze the empirical relationship among various Project Manager Efforts in the aid industry sector to accomplish project success using a definite set of success criteria and applying various Project Management tools. Literature Review: The researchers reviewed more relevant research studies that have been carried out earlier. These include the followings. According to Dvir and Lechler (2004) various known factors of the project management includes project mission, schedule, budget, scope, plan, and goal, progress measurement, monitoring and reporting. Out of these various factors, the project planning and monitoring is considered as vital factors that needs to be taken under consideration for successful project management. His research made in various companies during the early twenty first century proved that there exist various benefits of applying project management tools which enhances planning and monitoring of the projects. This way the project management techniques help in measuring quality of project to keep control and execute as per the plans. These techniques also help in achieving higher output and gains for the project but still does not ensures success of the project in the end. The reason can be the execution of the project management technique after careful selection and appropriate application. Therefore a proper Proj ect Life Cycle is suggested to be followed through evaluation of the data and information received through research process. This includes to add monitoring, controlling and report as an essential part after the planning process is over. The right monitoring, controlling and reporting can ensure that the project meets its planned outcome and will achieve its targets in the coming future. This way plans are nothing, but changing plans is everything. That is plans are formulated when the project work has not started. Later after the monitoring, controlling and evaluating process starts the project plan needs to apply changes to meet the new requirements. Various project management techniques are also suggested which includes the followings. Log frame or LF, Critical path method or CRM, Scheduling, Budgeting, Program Evaluation Review Technique or PERT. Etc. (Dvir Lechler, 2004) Fleming and Koppelman (2006), the process of implementation phase consisting of monitoring, controlling and reporting have proved to be a critical factor for the large projects to complete on time and as per the requirements. But the same approach has not proved completely effective for moderate size organizations. This is due to the fact that the project stakeholders interest and expectations varies from moderate to large organization. The large organization tends to achieve sustenance in the long run. On the other hand, moderate organization stakeholders has the main interest in earning profits and revenue from the project. Due to this reason the implementation phase of the project observes following a particular project plan in the large organizations but the changes are often seen to meet requirements in the short run by moderate organizations (Fleming Koppelman, 2006). Bersner and Hobbs (2004) identified seventy kinds of project management tools and techniques. They found out that the project managers often uses these different kinds of project management tools at different levels as per the project requirements without considering about the project characteristics. Thus the methods of application in the form of project management tools and techniques are varied but its selections as per the project characteristics depend on the project manager. This way the efficient and effective selection of the project management tools and techniques helps in achieving higher gains and profits for the organization by fulfilling the project and reaching its completion on time and within the available financial constraints. Any wrong selection made by the project management in deciding the project management tools and techniques will certainly cause unnecessary delays and over cost in the project plans(Besner Hobb, 2004). Literature review establishing research needs: The literature review establishes the base as of why the research was necessary or needed. Research was needed actually to take a next step towards the prior research by identifying the factors that could help in successful project completion other than project planning. These way ten factors were identified in the research. These would actually help in acting as a deciding measure to achieve project targets. This way the use of latest project management tools and techniques were made to analyze the factors and find out the desired outcome from them. The research therefore suggested various project management tools and techniques which can be used as measures that were used in the research were as follows. Log frame or LF. Work breakdown structure or (WBS). Activities/responsibilities (CHART). Codification of tasks (CODFIT). Budgeting of tasks (BUDGT). Critical Path Method (CPM). Work Progress Monitoring (MONITW). Monitoring of disbursements (MONITD). Performance indicators (PI). Microsoft project software (MSP). (Ganaway Nick, 2006) These way different measures of project management were actually utilized to achieve the desired outcome from the research. Sample and Data collection: Sample: The sample is a small group which should represent the total study population. When looking at the sample you should pose the following questions: The sample population was 600 recipients of questionnaires in 26 different countries in Africa. These were actually project managers who were taking up with one or other project management task for their respective organization. This way the study population in this journal research paper includes the project managers in 26 countries in Africa. These are the people who are a vital part of the research as the research intends to find out their response to evaluate the practical implications that are followed for any project completion and how it gets affected by different factors. The sample chosen from the study population is done at random. That is the smaple rare slected from the population of project managers in 26 countries. In this Journal research hpaper the sample chose are from the target population of the project managers who are taking up one or other project management project. A total of 600 samples were chosen from the population to get the desired response and output from them. The size of the sample is 600. They are selected from the population of project managers who takes not hand various projects meant to fulfill a particular target or support business process to the organization. The sample is representative as it has taken into consideration the project managers from different countries with different professional status in the organization. These way efforts are made to achieve a more generally acceptable outcome from the research. Data Collection: The researchers have justified in their choice of data collection tools. The tools used by the researchers include the followings. Log frame or LF. Work breakdown structure or (WBS). Activities/responsibilities (CHART). Codification of tasks (CODFIT). Budgeting of tasks (BUDGT). Critical Path Method (CPM). Work Progress Monitoring (MONITW). Monitoring of disbursements (MONITD). Performance indicators (PI). Microsoft project software (MSP). All the above stated statistical methods can help in getting the most appropriate outcome and could help in finding out correlation and variance between different factors under consideration in this research. Strength and Weaknesses: The strength and weakness of this method are as follows. Strength Use of latest techniques and tools of project management has been used. The questionnaires were designed efficiently to meet the desired outcomes. The questionnaires were asked from a good number of people which were termed as sample population consisting of 600 respondents. Efforts made to reach a far effective outcome through getting feedback from sample population from nearly 26 countries in Africa. The selection of various techniques in application has been applied in research. This includes Log frame, Codification of tasks, Budgeting of tasks, Critical Path Method, Work breakdown structure etc. The outcome is clearly stated in statistical form so that the evaluation can related the correlation between the various factors under consideration of the research work. Weakness: 1. Pilot survey was missing. 2. The sample population was disbursed in 26 countries which actually made it difficult to handle them. 3. The use of different techniques and tools was made instead of selecting on a few and most appropriate one for the research work. 4. In this world mailing is considered an old process and instead of that use of email was required to be done for this work this purpose. Data Analysis: The data collection method used was mailing of questionnaires to the 600 sample population which was selected at random so that the desired outcome can be achieved. The data is collected by following a below stated format for data collection. Identification of the project. Project appraisal. Negotiations and approval. Execution and supervision. Execution and completion. Ex-post evaluation. Assistance strategy. Hence the usage of mailing techniques for survey was used on 600 sample population consisting mostly of country in the Sahara region. The questions were mailed in English and French language as well. Nearly 350 questionnaires were in French while the rest 250 were in English. This way data if collected and later validated using the International Development Project Management or IDPM tools using extraction techniques which consider maximum likelihood. Also the use of x^2 test was done for further factor analysis and achieving correlation between the project success measures and Project managers efforts. There is no evidence of a pilot study which helps in getting applied the survey on few people response and compare it with the desired outcome before it is actually applied to whole sample population. Hence a lot of risk was taken while sending questionnaires which could have been curbed through pilot survey. The pilot survey actually could have helped in getting knowledge about the actual survey outcome when the response in pilot survey would have matched the requirements and helped in identifying the issues and problem that might have became obstacle in the actual research process(Nokes, 2007). Study results: The researchers conclusions about the literature are justified up to great extent. He actually wants to convey that mere making plans for the project do not ensure its successful completion. Therefore the plans must follow a definite method or tools of monitoring, controlling and reporting. These tools include methods like Log frame or LF, Critical path method or CRM, Program Evaluation Review Technique or PERT, Scheduling, budgeting etc. These are among the most common techniques that are developed overtime to efficiently and effectively manage the project completion through monitoring, controlling and reporting. There is a need for this study as it helps in further identification of the particular factors that are part of the monitoring, controlling and reporting process which could ensure completion of project and its accomplishment of desired goals. This research takes into consideration ten project success measures which could be responsible for the completion of the project in a stipulated time frame and within the constraints. These include the followings. Identification of the initial objectives of the project. Fixing project time. Fixing project budget. Output as per the estimates. Stakeholders interest is given due important.| Project has an opportunity of getting developed overtime through more time and money investment. Project meets the expectations of the planners. The beneficiaries achieve the satisfactory level of gains. The project shows visible benefits the organization. The project supports the organization process. Thus the above ten factors which are part of the project profile and project impact are considered in this research which will help in analyzing the benefits of monitoring, controlling and reporting to the organization other than just project planning. The main findings of the study were as follows. There existed a not so significant correlation that is between 15 to 31 percent for the project success and project manager tools. Project re-formulation and re-planning tools are among the vital tools that could help in achieving higher success rate. Project monitoring and evaluation helps in easy accomplishment of the project goals and objectives. Therefore there exists high correlation between the project manager efforts on one side and project success variables on the other side. Finally the project profile needs to include the respondents characteristics for further decision making process. (SupplyManagement.com, 2004) Discussion and Conclusions: The researcher made attempts to compare their findings with other research studies but the in-depth analysis and comparison was missing that could spell the main difference or similarities between the research outcomes. The researchers have answered the research question by identifying the main factor that are closely associated with the success rate and efforts of the project manager. The hypothesis were absent, however the research aim was achieved as it found out that the planning has lower correlation in comparison to the monitoring, controlling and reporting. The limitations of their study include the followings. There are not specific columns for research aim, research questions and research objectives. Project hypothesis is completely missing. The prior research does not consist of any qualitative or quantitative outcome that could actually be compared with the outcome of this study. The study findings therefore states that planning plays a lesser important role in project completion and its success. The major factor that correlates with the project success includes the project success factors and project manager efforts. This way an accurate conclusion has been drawn based on the study findings that planning is lesser important than execution, monitoring and reporting(Schwabe, 2014). Own Conclusions and recommendations: The data collection approach used by the researcher was a proper format as per the Baums cycle that can be displayed as follows. Image 1 Thus we see a proper planning and execution method had been followed for the research. The first step was the identification of the project. That is what the project meant to and what its motives were. The second step was project appraisal so that the pre-requisites for project can be easily identified well in advance. The next step was negotiations and approval of the main topics of research. The execution and supervision was later followed to achieve the most appropriate outcome from the research. The next followed was completion of the project and ex-post evaluation was followed so that the desired outcome was achieved and the research meet its target outcome. Finally assistance strategy was followed to reach outstanding outcome. This way proper handling of the survey of 600 people in 26 countries were handled with 350 French questionnaires and 250 English questionnaires. Also the uses of X^2 test was made along with the correlation analysis to measure the relation between the va rious project success measures discussed above with the project managers efforts. This way the study was easy to read as it used easy language to interpret and discuss the outcomes. The use of references at appropriate places further helped in identifying the context of various researchers in this journal research for the same purpose. The study was easy to interpret and the quantitative research methodology further helped in getting the first hand information and outcomes for the research work. The quantitative data was analyzed using the various statistical tools and techniques. These include the usage of followings. Log frame or LF. Work breakdown structure or (WBS). Activities/responsibilities (CHART). Codification of tasks (CODFIT). Budgeting of tasks (BUDGT). Critical Path Method (CPM). Work Progress Monitoring (MONITW). Monitoring of disbursements (MONITD). Performance indicators (PI). Microsoft project software (MSP). (Kerzner, 2009) The outcome of these research methods were used to get the x^2 test and correlation analysis to figure out the possible relation between the project success measures identified above with the efforts of the project manager. The study results were discussed under heading data analysis and results which was actually counted as sixth chapter. The results were presented clearly under different headings such as factor analysis consisting of principal component analysis like LF, WBS, and CPM, PERT etc. Then the correlation analysis was displayed along with different measures. These way efforts were made to showcase the coordinates of the toolboxes on the initial items. Finally the use of descriptive statistics study was made for the average composite to fetch the Project managers tools scores. The benefits of the findings be to the Project Management profession includes the following guidelines for the project manager to achieve high success in their project work. The project manager should consider all the factors that could affect the project. Not only planning for the project but also its effective monitoring, controlling and reporting should be given equal weight age while considering project related requirements. Project success depends on the selection of the most appropriate project management techniques and tools. The project manager responsibility starts with the project identification and planning. This continues till monitoring and controlling and finally ends up with the achievement of various project related goals and objectives. Proper steps are required to be followed to achieve fulfillment in different stages of project development and completion. (Businessballs, 2014) Recommendations: A number of recommendations can be given for the research. The use of hypothesis should be done in research work. The research should consist of prior studies. The research should compare the prior studies with the outcome of the study. The conclusion should be enhanced and made more reflective. The use of data facts and figures should be made along with the diagrams so that the attractive display of outcome can be made. (Barron, 2014) Bibliography Abiodun, E.J.A., 2009. Human Resources management, an overview. 110-121: Concept Publication. Andries, A.M., Apetri, A.N. Cocris, V., 2012. The impact of the banking system reform on banks performance. African Journal of Business Management Vol 6(6), pp.2278-84. Armstrong, M., 2006. A handbook of Human Resource Management Practice (10th edition). London: Kogan Page. Baker, D.C., 2014. Great Project Managers. [Online] Available at: https://99u.com/articles/6946/top-10-characteristics-of-great-project-managers. Barney, J., 2001. The resource-based view of the firm: Ten years after 1991. Journal of Management, Vol. 27, pp.625-41. Barron, W., 2014. Flexibility and work-life balance: who benefits? In Human Resource Management in Australia. 5th ed. Sydney: McGraw-Hill Australia. pp.315-16. Besner, C. Hobb, B., 2004. An empirical investigation of project management practice: In reality what tools do practitioners use? In D.P. Slevin, D.I. Cleland J.K. Pinto, eds. Innovations: Project Management Research. Newton Square: Project Management Institute. pp.337-51. Businessballs, 2014. Project Management. [Online] Available at: https://www.businessballs.com/project.htm [Accessed 27 April 2015]. CEB information Technology, 2012. Rules to Live By: 10 Guiding Principles for Project Management. [Online] Available at: https://www.executiveboard.com/blogs/rules-to-live-by-10-guiding-principles-for-project-management/. Dvir, D. Lechler, T., 2004. Plans are nothing, changing plans is everything: The impact of changes on project success. Research Policy, 33(1), pp.1-15. Fleming, Q.W. Koppelman, J.M., 2006. Earned Value Project Management. 3rd ed. Newton Square: Project Management Institute. Fray, A.M., 2007. Ethical behavior and social responsibility in organizations: process and evaluation. Management Decisions., 45(1), pp.76-88. Ganaway Nick, B., 2006. Construction business management: A guide to contracting for business success. Auchmuty. Gill, R., 2002. Change management or change leadership? Journal of Change Management, pp.3 (4), 307-318. Hillson, D., 2009. Managing Risk in Projects (Fundamentals of Project Management). Gower. Ika, L.A., Diallo, A. Thuillier, D., 2010. Project Management in the International development industry: The project coordinator's perspective. International Journal of Managing Projects in Business., 3(1), pp.61-93. Institiute, P.M., 2009. A Guide to the Project Management Body of Knowledge: PMBOK Guide. 4th ed. Project Management Institute. Kerzner, H., 2009. Project Management: A Systems Approach to Planning, Scheduling and Controlling. 9th ed. John Wiley and Sons. LT Construction, 2014. International projects. [Online] Available at: https://www.lntecc.com/homepage/common/interprojects.htm. Meredith, J.R., 2014. Project management in practice. (Fifth Edition). Wiley. MetropolitanWashingtonAirportAuthority, 2008. Dulles Corridor Metrorail Project. [Online] Available at: https://www.dullesmetro.com/pdfs/FinalPMPV6-0.pdf [Accessed 03 February 2015]. Nokes, S., 2007. The Definitive Guide to Project Management. Financial Times. Schwabe, K., 2014. Information technology project management. (Seventh Edition). Cenage Learning. Smith, K.A., 2014. Teamwork and project management.(Fourth Edition). McGraw-Hill Education. Steadman, M.E.a.R.F.G., 2005. Implementing accounting education change: Bringing accounting graduates into the management mainstream. Managerial Auditing Journal, pp.10(3), 3-7. SupplyManagement.com, 2004. Oxfam targets better procurement. [Online] Available at: https://www.supplymanagement.com/news/2004/oxfam-targets-better-procurement [Accessed 11 December 2014].