Argumentative Essay on Should America Have Stronger Gun Control Laws

As of 2010, the current U.S. population is around 310 million people. According to Alcohol, Tobacco, and Firearms Bureau, approximately 45 % of American households, which are represented by over 65 million people, who own a total of more than 200 million firearms. Every year the amount of arms in private hands continuously increases by 4.5 million unit (Kleck, 1997, p. 45). The Second Amendment to the United States Constitution of 1791guarantees Americans the right to keep and bear firearms. There are a number of federal laws, regulating ownership and use of firearms, however, every American state establishes the majority of gun control laws independently. For example, in 46 states there is no limit to the number of guns a person can buy. In 7 out of 50 states there are no age limitations on the purchase of firearms. In 2000 the Open Society Institute compared gun control laws of different states of the U.S.A. Their research showed that Massachusetts and Hawaii have strict laws, whil e Main, Alaska and Louisiana are distinguished by relatively free use of firearms (Lott, 2010, p. 78). In addition, Universities and colleges in the U.S. have their own gun policies. As a result, 82 out of 150 biggest higher educational institutions have totally banned firearms from campus (Kleck, 1997, p. 89). Nevertheless, tragedies such as Virginia Tech University mass murder in 2007, shooting at Colorado’s Columbine High School in 1999, and thousands of underage Americans dying from firearm injuries every year, raise heated debates regarding gun control laws. This issue is a very controversial and painful one, since politicians are careful to take risk of strengthening gun legislation, which can negatively effect their political career. In my opinion, America should not have stronger gun control laws, but a balanced legislation, letting adult American people own and use firearms to protect their lives, families and homes, but at the same time introducing wise restrictions to limit the access to firearms for children and teenagers, especially in public places like high schools and colleges. Disadvantages of Stronger Gun Control Laws Pro-gun activists, who vote for gun control laws softening, declare that government attempts to limit constitutional rights, allowing Americans to keep and bear firearms, has a negative impact on the entire American legislation. Every small step towards this direction leads to serious and long-term consequences. I personally agree that guns do not kill people, people do. Criminals will always find a way to obtain any form of a hand gun or automatic weapon, while law-abiding citizens will be defenseless against them. According to the Bureau of Justice Statistics, in the states with the least number of gun ownership restrictions have 22 % less of violent crimes, 30% less murders, and 46% less burglaries. Besides, Centers for Disease Control and Prevention concluded that there is no proof that stronger gun control laws result in the decrease of crime level (Poe, 2003, p.108). For this reason, I believe that in regions with more armed citizens, the level of crime is lower and the level of security is higher. Criminals usually do not tend to attack people, who are able to resist and protect themselves with guns. Advantages of Stronger Gun Control Laws On the other hand, pro-gun control activists claim that the Second Amendment to the Constitution does not guarantee the right of all Americans to bear firearms, but is related solely to police and militia members. In their opinion gun is a risk factor by itself: in places with higher private gun ownership more gun injuries and deaths happen. Firearms at home are especially dangerous for children and teenagers. Over 5 thousand young Americans die of gun injuries annually. Perennial statistics of FBI shows that every year a quarter of violent crimes and 60 to 75 % of murders in the U.S. are committed with the use of firearms. Furthermore, according to the National Center for Injury Prevention and Control, in 2004 almost 29.6 thousand people died as a result of firearms in USA: out of which11.6 thousand were murdered and approximately 16.7 thousand committed suicide. In order to compare, 58.2 thousand Americans died during the Vietnam War (Poe, 2003, p. 178). According to the research of Emory University, for every defensive uses of firearms of 22 incidents of unlawful use of firearms including suicide occur. Availability of guns at home triples the risk of burglary (on the other hand, usually firearms are purchased by people residing in criminal districts), and increases the risk of family member suicide by five times. In 1986 criminalists Arthur Kellermann and Don Reay published an article in New England Journal of Medicine, proving that an American possessing a firearm has 43 times higher chance to shoot a family member, than a chance to shoot a criminal, who broke into their house. Moreover, it is estimated that for every uses of a gun or a rifle for self-defense, there occur 1.3 accidental deaths, 4.6 firearm use in violent crime, and 37 suicides involving the use of firearms (Kleck, 1997, p. 221). Pros and Cons of Stricter Gun Legislation Defenders and opponents of â€Å"armed America† actively operate with statistics, proving their points of view. Both sides try claim that ideological opponents distort and incorrectly quote referencing research results. However, official data of the Bureau of Justice Statistics reveals that the number of crimes committed with the use of firearms in the U.S. is constantly decreasing since 1993, even though the total amount of guns in private hands is increasing gradually. In 1993 11% of total crimes were committed with the use of guns and rifles, and in 2005 the percentage has fallen to 9% (Poe, 2003. 105). For this reason, there is no proof of direct correlation between the total amount of guns and the number of crimes. Besides, the number of firearm incidents has also decreased. In 1993 over one million of firearm incidents were reported, while in 2005 – only 419 incidents. Thus Lott (2010) has made an example of Brazil, where legal purchase of firearms is almost impos sible, but it does not stop criminals from arranging weekly street shootings where many people are murdered freely (p. 245). Dave Kopel, a member of Independence Institute, is one of the fiercest critics of Kellermann and Reay research on crimes and suicides involving the use of firearms. He claims that they based their conclusion on limited statistics of just one American county, and their calculations have serious arithmetic shortcomings. The main argument of their critics is that statistics thoroughly considers dead, injured, and arrested citizens. However, it fails to consider all the occurrences of defensive firearm use, because only 20-25% of people who have successfully defended themselves call the police afterwards (Lott, 2010, p.189).     Furthermore, Kopel emphasizes one more important factor: self-murderers will always find a way to kill themselves. For example, in Japan private possession of firearms is prohibited, but nonetheless, their rate of suicide is twice as high as in the USA. According to the research of Florida State University, Americans use firearms 2.5 million times for self-defense every year. Therefore, undoubtedly, there are real threats and reasons for owning a gun in order to protect oneself, one’s family or home, and we cannot deprive American citizens of this right, which brings them a feeling of security and peace. Moreover, legitimate use of firearms occurs 3-5 times more often than illegitimate one, and the majority of people who use rifles for self-defense do not fire it, since 1% of criminals attacking them were injured and only 0.1% was killed (Poe, 2003, pp. 210-211). Kleck (1997) claims that USA is distinguished by a significantly lower number of hot burglaries, accompanied by violence and threats to house owners in comparison to those countries, where household owners are not allowed to possess guns (p. 67). Thus, hot burglaries in the U.S. comprise 13 % of total crimes, while in Great Britain and Netherlands, where there is a strict anti-gun legislation, they comprise 45% of overall violent crimes. The author proves his point, relying on multiple interviews with arrested burglars, who avoid breaking into homes where owners can use firearms against them. Another strong point in defense of softer gun control laws is made by Poe (2003), who in his book tries to prove that if Americans renounce their rights to own guns, it will result in disappearance of traditional American culture (p. 126). As he says, a boy becomes a man when his father hands him a rifle and takes him for hunting. In his opinion, gun ban will lead to the decline of American democracy and government dictatorship. Public opinion surveys, regularly conducted by Gallup service, show that the number of supporters of stronger gun control laws is continuously decreasing starting since 1990. In January of 2007, for the first time in fifteen years pro-gun advocates constituted less than a half (49%) of the total amount of respondents. While the number of people, who support gun laws softening, has reached 14%. A survey, conducted at the end of 2006 showed that the majority of Americans believe that a gun or a rifle makes their home a more secure place. However, 43% of people claimed just the opposite (Kleck, 1997, pp. 320-323). Taking into account all the arguments proving that stronger gun control laws should not be introduced in America, we must not forget that a gun in the hands of a child or a teenager, who has not reached mental and intellectual maturity, and who may often perceive weapon as a toy without realizing all the damaging consequences of its misuse, is something totally opposite to a gun in the hands of an adult, trying to protect his family and home. I am convinced that massacres in public educational institutions that from time to time strike American nation are not simply the result of soft gun control laws. The access to weapon does not turn young people into murders. We should search for the cause in family and national culture that raises this kind of young generation. However, I think that mass shootings like in Virginia Tech University or Columbine High School could be avoided if there were wise age limitations on firearm purchase, and if students were not allowed to carry guns on cam pus territory. Conclusion The question whether free access to firearms influences the rate of crime and overall security of the society still remains opened. In any case crime in USA is one of the most essential problems of the country. Every year 6 million Americans become victims or crime (Lott, 2010, p.34). However a wrongful interpretation of crime statistics must not convince people of the need for stronger gun control laws. Numerous researches indicate that disarmament of law-abiding citizens is not a leap forward to a more secure society, but towards crime indulgence. It is a well-known fact that criminals rarely buy arms legally. On average, only 7 % of criminals legally purchase their weapon (Poe, 2003, p. 285). For this reason, if there must be stricter gun control laws, they should apply to illegal weapon trade. In the states where citizens are allowed to bear arms the rate of violent crimes is lower, than in the states where people are deprived of this right. Thus, it is wrong to claim that stronger gun control laws lead to crime rate decrease. At the same time absolutely no gun control and regulation would put into danger the most vulnerable American citizens like children and teenagers, who are most likely to misuse firearms and hurt each another. That is why balanced gun legislation must be executed in order to protect every group of American society.

Science Project Sample

Science project has a common structure that has to be followed to present the report of the valuable information. The objective of the science project sample has to be the solution to the significant problem while the author has to suggest the possible directions for the further development of the topic. The descriptive data analysis has to be supported by the references to the scholarly sources. The science project is the activity that requires a clear statement of the problem and the proposed solution to it. The objective of the science project can be different – the one can conduct the science project to confirm the existing information, or to explore the subject from the alternative point of view to discover something new. However, each science project has the same structure, which includes the following components: problem identification, solution proposal, development of the action plan, and analysis of the obtained data. When one starts the science project, it is important to state the objective first. For example, TV commercials always talk about the different batteries and their efficiency. The researcher might examine which batteries do last longer than others. To solve the problem, the author of the work might propose to test different types of batteries using three devices, which are responsible for the various drain speeds. Low, medium, and high drain devices can be utilized to conduct the research. Hence, there also have to be the dependent and independent variables in the research. For example, different time intervals can serve as an independent variable while measuring battery voltage would be the dependent one. Hence, the project must be driven by the working hypothesis so that for this particular example the hypothesis might be that Energizer batteries are the longest lasting batteries in all devices. The experiment might confirm or reject the working hypothesis by showing the results of the test. Moreover, the additional results might be obtained. For example, some batteries could not last long while they have to be better than others in the long-term perspective. However, the analysis of the data can be performed by utilizing the different strategies. Some graphs might also illustrate results so that the science project will be more academic. Finally, the project report has to be written to demonstrate all results while the further discussion has to be presented. Limitations and suggestions have to be written after all so that other researchers might use your data to emphasize the further development of this project. The educational science project usually has at least five academic references to support the discussion. On the other side, the theoretical science project might be constructed on the review of different scholarly sources but the numbers of these sources that has to be used is more than twenty. To summarize the issue, it should be mentioned that the structure of the science project is almost the same in each case. However, it is important to offer the solution to the significant problem, which will serve as the scope of the whole project. The hypothesis has to predict the outcome of the project. An action plan has to be developed to obtain data, which might confirm or reject the working hypothesis. The further discussion of results is essential as well as the use of the references in an academic science project. References Driver, R. (1985).  Children’s ideas in science. UK: McGraw-Hill Education. Driver, R., Easley, J. (1978). Pupils and paradigms: A review of literature related to concept development in adolescent science students. Studies in Science Education 5: 61-84. Driver, R., Oldham, V. (1986). A constructivist approach to curriculum development in science. Studies in Science Education 13.1: 105-122. Magnusson, S., Krajcik, J., Borko, H. (1999). Nature, sources, and development of pedagogical content knowledge for science teaching. Examining pedagogical content knowledge  n.d.: 95-132. Peffers, K., Tuunanen, T., Rothenberger, M. A., Chatterjee, S. (2007). A design science research methodology for information systems research. Journal of Management Information Systems  24.3: 45-77.

The Crucible By Arthur Miller - 2535 Words

The year is 1692. The village is t. In an upper bedroom in the home of Reverend Samuel Parris, a young girl lays in a deep slumber. Doctors can not do anything for her, for no natural cause can be found. The village looks to otherworldly causes and in a moment of weakness, a woman confesses to witchcraft. The village erupts in a mass hysteria that leaves nineteen people dead. That is the story we know. But what really happened? How can we possibly imagine what life was like in these harsh times? In his timeless classic, The Crucible, Arthur Miller reimagines this dark part of our history. Taking a few liberties, Miller is able to weave a web of seduction, betrayal, and chaos. His beloved tale gives depth to the names of the dead. Without†¦show more content†¦Further, as with the alleged witches of Salem, suspected Communists were encouraged to confess their crimes and to â€Å"name names,† identifying others sympathetic to their radical cause. Some have criticized Miller for oversimplifying matters, in that while there were (as far as we know) no actual witches in Salem, there were certainly Communists in 1950s America. However, one can argue that Miller’s concern in The Crucible is not with whether the accused actually are witches, but rather with the unwillingness of the court officials to believe that they are not. In light of Mc Carthyist excesses, which wronged many innocents, this parallel was felt strongly in Miller’s own time To truly connect to the piece, one must submerse themselves in what life was like for these people. Upon reading the text, it may be hard to visualize the characters. Before doing any research, many visualize them in black and white, very similar to the classic pilgrim may be because in many images of the time, people are shown wearing black clothes. This is because in the 1620s, best clothes were often black, and people usually had their portraits painted while wearing their best clothes. Brown, brick red, yellow and blue were common. Everyone wore stockings to cover their legs. The stockings came up over their knees and were tied with garters to keep them up. Everyone wore leather shoes or sturdy boots on their feet. Both men and women wore aprons to help keep their

American Patriots Soldiers, Citizens, And Voters Essay

The United States is presently at war in Iraq and Afghanistan where American troops are fighting and dying. At home, cars and homes display solid yellow or red, white, and blue ribbons that call for Americans to â€Å"Support Our Troops.† It is patriotic for Americans to support their daughters and sons fighting in a war, but this patriotism does not mean that Americans must blindly support the decision to go to war. Being patriotic means that Americans must do the opposite: they must question their government. Questioning the government, voting, and respecting the rights of others are what makes true patriots in a democratic society; blind following of one’s government creates dictatorships. The United States government is not perfect, as†¦show more content†¦For a democracy to work, its citizens must keep informed and vocally express their approval and disapproval. The United States government should not proclaim that protestors are not patriotic. By their ve ry act of thinking independently from the government, they are being true patriots. People who agree with a government’s actions are patriots as well – so long as their agreements are based on how they analyze what the government is doing and base their agreement on thought and not on blind obedience. For example, patriotic proponents of the war in Afghanistan base their support on the need to eliminate Al Qaeda and not on simply accepting that the war is correct because government leaders say it is. These supporters for the war are doing so because they have analyzed why American troops are fighting there and have decided that the government is right. Patriotism is based on analysis and reasoned thought, it is not based on blind obedience. Questioning the government is one part of the definition of an American patriot; a second part is taking that analysis of the government and acting on it through voting. To put it simply, patriots vote. However, voting for the Ameri can patriot is not simply casting ballots; it is knowing about the issues and then casting ballots. To vote for Democrats or Republicans simply because the voter has always voted for that party or because the voter’s family has always voted for that party is not being patriotic, it is again beingShow MoreRelatedThe Battle Against Yankee Invaders1734 Words   |  7 PagesMexico was a very easy victory that ended in 1848. After the Mexican-American War, there was an equal number of free and slave states, which added up to thirty states. The new territory acquired from Mexico threatened to disrupt this balance. An ideology termed free soil argued to congress that slavery ought to be not included in the new territories. This extreme doctrine of free soil threatened to banish the rights of free Americans across the country. 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The Consumption Of Organic Products - 989 Words

In a study done by Annals of Internal Medicine, it has been proven that the consumption of organic products has the same nutritional values as conventional products. Although quality nutrition is not a factor in the cost for organic products, the real cost is stemmed from the neglect of pesticide in the product. Ultimately organic products are raised in a superior environment unlike conventional products which are raised in cost effective methods. Non-organic products mature in ghastly conditions. Products purchased by a future consumer should ultimately benefit them. Avoiding mature products from vile origins is the reason I believe organic products are worth inflated costs. According to Harvard’s Health Publication, â€Å"Organic produce did have the slight edge in food safety, with 30% lower pesticide residues than conventional foods.† (Watson 1) While non-organic products may be considered safe by the FDA the process of maturity is still based on cost effectiveness. The Washington Post gathered data from Consumer Reports which explained that â€Å" Organic birds can’t be fed poultry litter — a mixture of droppings, spilled feed and feathers — or arsenic drugs.† Non-organic products are subject to receiving growth hormones, antibiotics, and dyes. As stated by the Mother Nature Network, there has been a rise in grass-fed beef, â€Å"More consumers are finding this better tasting.† (Shreeves 1) This grass-fed beef has proven to be, â€Å"Lower in fat than conventional beef and also lower inShow MoreRelatedA Research Study On Social Research Methods1605 Words   |  7 PagesThe study specifically gathered data from Loyola Marymount University, which is a predominantly middle to elite class college on the West Side of Los Angeles that has easy access to farmers markets and local organic products; this is important to keep in mind since diet and consuming organic food can strongly be based on socioeconomic statu s. 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Extensive Art Appreciation Notes free essay sample

To help us know reality. Art history studies works of art in relation to the individuals, groups, societies, and cultures that created them. IT also examines works of art in relation to other works fo art across time and history. 8. A Response Formalist/Contextualist g. Van Gogh’s Night Cafe A formalist would speak about the colors used in this art piece – what kind of feelings it gives off. Such as the colors used in this piece which creates an uneasy feeling. The contrasting colors are very intense creating more tension/excitement. The texture of the work feels very heavy conveying some sort of anxiety. It isn’t perfectly drawn not entirely too realistic – psychotic intensity. There is asymmetrical balance which always adds to uneasiness. h. Judy Chicago The Dinner Party A contextualist would look at this art individually by table placement and as a whole. Would consider that the artist is female. We will write a custom essay sample on Extensive Art Appreciation Notes or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page And what statements are made about each female represented at the table. And what each symbol means. 9. Adolph Reich’s All Their Worldly Goods, is a good piece of art in my opinion. Although it stirred up hatred for Jews, it was alas, effective. It may have been used as propaganda, but its purpose was served. 10. Possibilities i. Art Historian Perspective –Look for factual information and intellectual knowledge through art history. j. Art Critic Perspective – Enlivening aesthetic experience by responding primarily through our senses and feelings to a given art work’s formal properties. k. Artisan Perspective – Focus attention on evidence of refined skill or tradition-based technical mastery. l. Artist Perspective –Blending together all the techniques. Ch. 2 Notes Summary * Line – marks – straight or curved, bold or faint, thick or thin, long or short made my pencil, chalk, brush, or other implements or techniques. Might be delicate and gentle, or forceful and energetic. * Contour line – describes the outline, borders, or edges of an object. Requires careful observation. Each artist’s contour line is distinct. * Implied Lines – Lines that we ourselves project. Implied lines are not drawn or painted but are created by the viewer’s own perception.

Promotional Campaign For Hotels Management â€Myassignmenthelp.Com

Question: Discuss About The Promotional Campaign For Metro Hotels Management? Answer: Introduction The primary objective of this report is to design a promotional campaign for Metro Hotels which is Australias oldest hotel chain which is completely owned and operated by the Australians. This report is a promotional campaign which is addresses to the senior management of Metro Hotels for carrying out marketing and promotional activities for the organization. It is a comprehensive report comprising of the overview of the organization, the research of the type of customers being targeted, a detailed marketing plan, the methods to execute it, the outcomes expected from it, ways to measure the performance and the impact of the campaign and the budgetary details for the planned activities and the entire campaign. This report aims to carry out a detailed situation analysis and market analysis for Metro Hotels and study their present customers, identify the potential customers and support the findings and objectives with Business. We then aim to design and define a detailed marketing plan for the campaign defining the objectives, target audience, strategies, and the actions to be taken for implementation of the same. The last part of the report consists of the budget recommendation for the organization to carry out the above activities and run the designed campaign (Dragan et al., 2017). Overview of the organization Metro Hotels is a 100% owned and operated hotel chain which is the oldest hotel chain running in Australia. A part of the Metro Hospitality Group, Metro Hotels offer their guests a variety of options to choose from ranging from 3 star motels that are economical and serve best for leisure travellers to their luxury 4.5 star hotels for the business class travellers operating in various locations across Australian mainland (Prasanna, 2013). They specialize in the hotel and accommodation industry and are a part of Transmetro Corporation Ltd. which is a public company listed on the Australian Stock Exchange (ASX) for over 30 years now. Founded in the year 1976, this hotel chain has been operational for a little over 40 years now and has its headquarters in Sydney, Australia. Operating in all the key locations and major cities of Australia, currently they have hotels and apartments in Sydney, Melbourne, Perth, Brisbane, Gladstone, Darwin and Groote Eylandt (NT) (Team, 2015). Consumer research The Australian hotel and hospitality industry grew by 4.4% in the past financial year. The dynamic and booming characteristics of this industry have places it on a radar for the people willing to invest. The Australian economy and its drives are shifting from the excessive reliance on the mining industry back to the service industry. With the increase in the popularity of both domestic and international travel, the business is expected to increase even further in the coming years. The economic growth of Australia has averaged about 3% per annum for the past few years. This makes the hospitality industry an overachiever in terms of business and growth (Karppinen, 2011). The customers, however, have moved from the luxury 4 and 5 star hotels to the more economical 3 star alternatives. A majority of customers of the hotel chains are the travellers and globe trotters who go around for leisure travel. However, the business travellers although few contribute to a large percentage of the pro fits. Market segmentation Market segmentation is done to help the business in effective utilization of their resources. It helps them in gaining a focus and creating a value for the targeted segment. For Metro Hotels, the segmentation can be done on the basis of the variety of services being offered and the takers for these services. The range of services being offered by Metro Hotels presently is: Four star luxury hotels Two and three star budget hotels Other accommodations There are a number of other ways to segment the financial market (RezNext, 2015). Segmentation can be done on the basis of age, sex, income, occupation, race, religion, nationality etc. Target audience Once the segmentation process is completed, the identified market segment is then targeted for focused marketing efforts. The Australian market dynamics are changing. While the international market and customer base is important, it is necessary for the hospitality industry to stimulate the domestic market (Metro, 2015). The relatively remote location of the Australian continent makes it a predominantly domestic destination for the travellers. The Australian domestic market is observing tremendous transformation presently. The baby boomers who were once driving the economy and were the primary decision makers have retired and are out to travel and explore (Hanson Quadri-Felitti, 2016). They can be categorized as grey travellers living as nomads in their own country. The second group of avid travellers are the young and the restless technologically adept generation. Thus the target audience for the hospitality industry at present are the baby boomers and the millennials. Consumer decision making The customers perceive the value of a hotel on the basis of the services being provided and the cost that they have to bear for these services (Marriott, 2013). This is called perceptual mapping and is a very common way for an organization to understand their position in the market and how the customers perceive them. The perceptual map for the hotel industry of Australia is given below. Figure 1: Perceptual map for Australian hotel industry We can see from the above figure that the Australian hotel industry perceptual map has the hotels lying linear to the diagonal. The metro hotel is a provider of moderate service and is less expensive as compared to its counterparts. Therefore, their services will be preferred by the consumers who are travelling for leisure or the frequent business travellers (AA Hotel Limited, 2011). Marketing plan The details of the marketing plan designed for the promotional campaign for Metro hotels is given below: Marketing objectives The operators in this way can take the charge of the room rates and get a better value for their services. The typical marketing mix for Metro hotel can be explained with the help of the figure below. Figure 2: Metro hotels marketing mix chart Target audience The target audience for the loyalty program proposed for the marketing campaign, are the regular customers who travel for both business and leisure (Pereira Almeida, 2014). These customers can be pitched the program and offered additional discounts for the services when they avail the services repeatedly from the same organization. The target customers for the dynamic pricing model are the price conscious, tech savvy travellers who depend on the internet for hotel bookings and price comparison. They can be offered additional discounts or special vouchers when booking directly from the Metro Hotels website (Hartonen, 2013). Positioning strategy Being a relatively small economy, Australia is a slow adopter of new brands and innovations. This gives Metro Hotels an advantage as it is a well known and well established brand operating since past 40 years. The hotels can provide sufficient critical mass and can be marketed for its 100% Australian ownership and operations. The pricing strategy for the hotels will also be revamped with the introduction of the loyalty program and dynamic pricing models which give the hotels the freedom to change the prices according to the change in the demand patterns (Loncaric Radetic, 2015). Communication objectives This section lists the objectives that Metro Hotels aim to achieve from its marketing communications. The fist and the foremost reason why marketing communication is done is to create brand awareness. It helps in reinforcing the image of the brand and helps in giving out a consistent message to the customers and the stakeholders. Communicating with the present and potential customers keeps them attracted and increases the sales of the organization. The marketing communication in this case includes product launches, sales, expansion or introduction of new offerings. The marketing communication is also conducted to inform and educate the customer. This helps the business in establishing the knowledge and understanding of their customers while motivating and encouraging the people to avail their in-depth services. Retention of the customers is another objective that the organizations aim to achieve by establishing communication with the customers. This makes the customers feel appreciat ed and makes them carry out repeated transactions. Communication mix The communication mix of Metro Hotels will comprises of the following elements: Advertising The print and media advertising which is done to communicate the marketing message to the targeted customer segment. The Metro Hotels will communicate their rich history and brand value when advertising to maximize the impact of the promotional activities and to highlight the brand proposition for them. Sales promotion Sales promotion is carried out to persuade the potential customers to purchase the products or services being promoted (Mulholland Cachon, 2004). The marketing message in this case will lay emphasis on the loyalty rewards program and the discounts available with the advance booking. The dynamic pricing model can be used to promote the lower prices of the hotel rooms at the time of low occupancy or during the off seasons. The official website of Metro Hotel also offers discounts and vouchers that can attract people to avail their services. Performance indicators The performance of the proposed marketing and promotional campaign can be easily monitored by pre defining the performance indicators (Smith, 2015). Profit maximization is the ultimate goal of all the business operations. The objectives of the proposed marketing campaign is to increase the brand awareness, awareness about the organization and its services and ultimately generate sales from the leads generated through it. The increase in the sales revenue through the loyalty program can be traced back to it directly. The customer retention and increase in the customer base can also be analyzed by the figures and statements of the organization directly. Apart from this, the organization can keep a track of the MQL or Marketing qualified leads. These are the leads generated through the marketing efforts and can be transferred to the sales department directly. The website behavior and the form submission can help the business in quantifying the success of the marketing attempts and incre asing the MQL (Services, 2015). Budget recommendation A good marketing plan should address the needs of the organization while carrying out the desired activities within the designated budget. The return on investment and its understanding is required to allocate the resources efficiently to the marketing plan. However, since the results of a marketing activity cannot be accurately forecasted until it has been implemented, it is difficult to estimate the profits and revenue from the investment made in the marketing activities. In the case of Metro Hotels, the budget allocation for the entire marketing plan can be done by analyzing the strategies that we need to start with. The table below comprises of the approximate cost of each of the activity that is to be undertaken for successful implementation of the designed marketing plan over a period of one year (Powell, 2015). Activity Approximate cost Website update $ 50,000 Loyalty program introduction $ 1,000,000 Outdoor shows and brand awareness $ 85,000 Collaboration with websites for dynamic pricing $ 35,000 Total cost of plan implementation $ 1,170,000 Once the budget has been created, it is time to execute the plan. Budgeting and planning is not a one-time process. The organization needs to constantly study the business environment, needs of the market and the customers to plan efficiently and stay ahead in the market. They must make use of their core competencies and think about what gives them a competitive advantage in the market (Buck, 2014). This will help the organization in devising the optimum marketing plan and also guide them towards its proper execution. Conclusion This promotional campaign project gave us the opportunity and responsibility to develop a professional advertising campaign for a business operating in the hospitality industry. The organization chosen for the same is Metro Hotels. Metro Hotels is a 100% owned and operated hotel chain which is the oldest hotel chain running in Australia. A part of the Metro Hospitality Group, Metro Hotels offer their guests a variety of options to choose from ranging from 3 star motels that are economical and serve best for leisure travellers to their luxury 4.5 star hotels for the business class travellers operating in various locations across Australian mainland. This report is a promotional campaign which is addressed to the senior management of Metro Hotels for carrying out marketing and promotional activities for the organization. It is a comprehensive report comprising of the overview of the organization, the research of the type of customers being targeted, a detailed marketing plan, the metho ds to execute it, the outcomes expected from it, ways to measure the performance and the impact of the campaign and the budgetary details for the planned activities and the entire campaign. This report is written to carry out a detailed situation analysis and market analysis for Metro Hotels and study their present customers, identify the potential customers and support the findings and objectives with facts. We designed and defined a marketing plan for the Metro Hotels that will help in revamping the marketing process of the hotel chain and help them in taking advantage of their core competencies and make them think about what gives them a competitive advantage in the market. The Metro Hotels needs to start a point based loyalty program for marketing the organization. The pricing models are also up for a revamp with the digitization and online websites forcing the operators to restructure the prices and pricing models. The Metro Hotels can act in line with the airline industry, off ering dynamic prices as per the demand and the supply. The target audience for the loyalty program proposed for the marketing campaign, are the regular customers who travel for both business and leisure. These customers can be pitched the program and offered additional discounts for the services when they avail the services repeatedly from the same organization. The target customers for the dynamic pricing model are the price conscious, tech savvy travellers who depend on the internet for hotel bookings and price comparison. The communication mix for this will comprise of advertising and sales promotion. The entire marketing plan can be carried out within the specified budget of $ 1.17 million. Budgeting and planning is not a one-time process. The organization needs to constantly study the business environment, needs of the market and the customers to plan efficiently and stay ahead in the market. 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