E-Business and Social Media as the Most Buzz Words Over the Recent Essay

E-Business and Social Media as the Most Buzz Words Over the Recent Past - Essay Example This paper illustrates that the growing importance of social media in an individual’s life can be defined simply as a way of communication. Alongside dominance in driving individual life, social media has taken the co-pilot’s position in every business flight and businesses are transforming their existence using social media power. In addition, social media is taken a priority position among the communication channels for the reason of giving access to the greater business audience without considerable investment. The estimate of the size of the audience of social media can be made as only single social media site, Facebook has population next to population of India and China. The role of social media in business is as important as in an individual’s life and with the passage of time, this has been gaining more attention. However, immense success of social media sites has gained popularity across business and individuals. This has also called for attention to exp lore the methodology that leads to the success of the E-business form of social media sites. Understanding the business model requires understanding the defining elements. Social media component of e-business has undergone considerable debate pertaining to its definition. Kaplan and Haenlein for defining various categories of social media have provided two-factor matrix as given in the paper. There has been a debate on what the definition of social media is over the years. However, since businesses are concerned with benefits from the social media irrespective of its technical definitions, Hansen, Shneiderman, and Smith have declared social media as any medium that provides connectivity to the community for interaction. In addition to this connectivity, social media also facilitates the functions of creating, finding, sharing and evaluating the mass information available across social and other web channels. Social media form has many dimensions that can be accredited for being the reason for success behind the understudy business model.

The Concept of marriage Essay Example | Topics and Well Written Essays - 1250 words

The Concept of marriage - Essay Example Marriages are inspired by a number of factors that include emotional, traditions, and financial stability among others. Marriage union are perceived lawfully by an express, groups, religious gathering and associates. However, a marriage union can be dissolved through divorce or annulment, an element that would affect the life of the couples and children’s (Gough 24). History of marriage presents an intriguing piece of information with citations from religious backgrounds and ancient societies offering a clear insight about the onset of marriage. The Bible portrays marriage as a union that would attach a great deal of importance to the relationship and involved rules and rituals that had to be followed till the union was formalized (Hahn 31). Gifts and dowry would feature before the bride is given away. Unions were inspired by love and characters like Jacob are portrayed as those who were ready to sacrifice time, sweat, and blood to have a partner of his choice. He works for seven years for Rachael, but instead receives Leah. He has to work seven more years for Leah. The Bible demonstrates a history of unions that were characterized with polygamy. An openly biased union would allow men more than one partner. However, adulterous women would receive a death penalty. The communities would have special tents for the women whose privacy was maintained at all times. Even the husbands had no access to such places. This approach changes in the New Testament where the main character who happens to be Jesus Christ proposes a one-man-one-wife affair. This aspect has influenced many marriages in modern societies today (May 33). Ancient societies like Greece and Roman share some history of cultures that were shaped by an element of marriage too. The Greece would formalize marriage union with an agreement from both parties to have each other as husband and wife (Psychology Today 1). Age was an important element in marriages with young men marrying

Nature Of Competition In The Consumer Cosmetic Market Marketing Essay

Nature Of Competition In The Consumer Cosmetic Market Marketing Essay With regards to brand popularity and customer experience, Procter and Gamble is considered to be among the most successful brands in the global market. Moreover, Olay, anti-aging skin-care produced by the company is a renowned brand not only in the U.S but the entire global market. By using this brand for the case, the study demonstrates features and market communication approaches that could be utilized by brand marketers in order to gain competitive advantage locally and internationally. The study focuses on brand communication and promotion approaches that have resulted into positive consumer attitude towards the brand in the global market. Overview of Olay Brand Olay is a skin care product produced by Procter Gamble in U.S. The product is one of the leading skin care market brands in the global market, and the leading earner brand for Procter Gamble. In majority of the markets, including China, US and UK, Olay is the anti-aging market leader despite the competitive market environments. The brand is further extended into other products such as Total effects, Professional, Quench, Regenerist, Olay Vitamins and White Radiance. Olay is used as a moisturizer for those who desire to stay looking young since it is anti-aging cream. Nature of competition in the consumer cosmetic market It is important to note that demand for cosmetic brands is on the rise as more people settle for aesthetic beauty and body care. The Olay brand is mainly in the anti-aging market which experiences rising consumer demands as well as competition. The anti-aging product market is heightened by the increasing aging population especially in the developed countries, and the increased desire by both the younger and older consumers to maintain youthful appearances. With a growth forecast of 4.3 per cent between 2009 and 2014, the anti-agers market is expected to experience steady global growth. Such a market growth rate is higher than that of any other cosmetics category, and therefore the anti-agers category has attracted more players in the market; both large and smaller companies intensifying fierce competition globally. This implies that the market players have to apt their marketing approaches in order to retain their clients and appeal to more in the market. The graph given below demon strates the rate of launch of new anti-aging products in the global up to 2009; Figure 2.2: Graph showing stronger growth and competition in anti-aging market Source: Datamonitors Product Launch Analytics (2010, p.2) As given in figure 2.2, the anti-agers launches almost equaled the launches of overall skin care products in the global market. The sharp rise in anti-agers launches even during 2007-2009 economic recession showed that anti-ages are recession-proof, and that consumers are likely to demand for anti-agers even in harsh economic climate. Moreover, the graph shows rising competition in this category, implying that brand marketers have to think of newer approaches of communicating to their consumers. Brand communication based on product differentiation and innovation Being such a competitive market, market players need to ensure that their brands are appealing to the consumers in the market if they are to gain good command of the global anti-aging market. Innovation is therefore high among the industry players, ranging from brand packaging strategies, product promise to ingredient formulation in the products. Olay brand marketers capture the cognitive aspect of their consumers by communicating their innovation and differentiation vividly to their customers. The communication is often done through memorable packaging, and product arrangement in the stores. A survey conducted by Datamonitor (2010) between 2005 and 2009 revealed that the leading aspect that all the anti-aging products market players hold in the highest esteem is up-scaling. About 17 per cent of the new product launches that took place in the global market between 2005 and 2009 were touted (communicated) as up-scaling. Some other popular claims that resulted in new launches were mainly based on consumer health. The claims included the the communications which justified the products as not harsh to the consumer skins. The pie-chart given below show some of the aspects (features) that characterised the claim of new anti-aging skin care launches in the global market as widely communicated by different brand marketers to the appeal of the consumers. Source: Datamonitors Product Launch Analytics (2010, p.5) Communication strategies used by Olay to dominate market Procter Gamble has made attempts to achieve competitive advantage in the competitive global anti-aging skin care cosmetics market. Apart from being Procter Gambles strongest brand, Olay is the leading anti-aging skin care brand in the global market. The most remarkable Olay milestone was in 2003 when the sale of the brand broke the US$ 1 billion mark, showing the growing strength of the brand in the global market. Brand performance survey which was conducted in the U.S in 2009-2010, and said to be highly representative of the global market showed that Olay brand commands greater chunk of the skin care product market, beating its number two brand by nearly half (Datamonitor, 2010). The table given below shows the 2009-2010 Olay performance in the US market (with the results said to be representative); Company Brand 2009-2010 % Market Share Procter Gamble Olay 16.7 Procter Gamble Ponds 8.4 Procter Gamble L Oreal Paris 5.5 Johnson Johnson Aveeno 5.3 Johnson Johnson Garnier 5.1 Johnson Johnson Neutrogena 4.6 Johnson Johnson Nivea 4.5 Johnson Johnson Noxzema 4.0 L Oreal Dove 3.8 L Oreal Clinique 3.6 Due to its better market performance as compared to other brands, Procter Gamble capitalized on the Olay brand strengths and worked on its weaknesses so as to ensure continued market leadership in the global market. First, the company created and actively promoted various sub-brands of Olay, with each sub-brand aligned to a unique tier with the purpose of attracting customers from a larger demographic base. The sub-brands of Olay brand include the following; Olay Total Effects this is the cheapest sub-brand of Olay, targeting the low and middle income earners in the global market. The key features of this brand as communicated by the marketers, and that are majorly pronounced in the brand adverts include the following; tone enhancements, line minimization, gentle exfoliation, nourishing moisturisation, subtle lifting, free radical defense and pore refinement. Apart from its appealing packaging (appendix 1 a), these are the brand communication strengths that have kept the brand afloat in the market. Olay Complete this is a mid-priced Olay sub-brand with the following product communication features as the focus strengths; it offers sun protection to the skin using UVA/UVB, and Vitamins A, C, D and B5; the brand has moisturizers with the green tea extracts. The brand packaging is appealing with the Olay logo clearly marked on the package to arouse consumer memories (Appendix 1 b). Olay Regenerist this is another mid-priced Olay sub-brand with the formulation strengths combining the following ingredients as the focus of their brand communication; Pal-KTTKS, pentapeptide and other anti-aging ingredients such as Vitamins B3 and E, allantoin and green tea extracts. The packaging of the sub-brand is similarly appealing with the Olay logo clearly marked on it (appendix 1 c). Olay Definity the mid priced product contains glucosamine ingredients with the marketing statement being; fight what ages you most. The packaging demonstrates an appealing product design with the logo clearly visible (appendix 1 d). Olay Pro-X this is the latest sub-brand created by the Procter and Gamble Company to capitalize on the brand popularity of Olay. The product is premium priced and brand designed to give the consumers younger look skin through cell turn-over rate boosting. The packaging design is shown in appendix 1 e. Given that Olay Pro-X is the latest Olay sub-brand in the market, and is the greatest seller for the company, the current study will dwell on some of the communication used for promoting the brand. Olay Pro-X sub-brand Pro-X is the latest Olay sub-brand that the Procter Gamble Company is capitalizing on. The product was first launched in the US market in 2008, and since been introduced in other major and fast growing markets such as China, Canada and UK. The premium priced skin care products sell at a price range of between US$ 42 and US$ 62 depending on the market. The most remarkable differentiating feature of the product is its complex ingredients, containing peptide complex Pal-KT. The ingredients which were developed by Procter Gamble scientists, and are exclusive to the company enhance a firm skin look of the consumers. As a brand communication and pricing strategy, Olay Pro-X products are retailed in department store brands with the right store ambience to beat its high priced rivals Lancome and Clinique. To combine communication and experiential features, the sub-brand is distributed throughout major drug stores, chain stores, super market channels and discount stores through the world to ensure easy access by the consumers. The presence of Pro-X brand across different market structures despite its premium nature is meant to encourage the growth of Olay brand through competition at different pricing points, positioning the masstige alongside lower and mid priced Olay sub-brands. In its promotional strategies, Procter Gamble aimed to satisfy its target market by sensitizing its consumers of the following attributes through effective brand communication; Cleansers: restorative cream cleanser and exfoliating renewal cleanser Complete Regimen Protocols: anti-aging starter protocol and the intensive wrinkle protocol Primary moisturizing solution: hydra firming cream, age repair lotion and wrinkle smoothening cream. Targeted specialized treatments: deep wrinkle treatment, eye restoration complex, intensive firming treatment, skin tightening serum and discoloration fighting concentrate. By availing all the above components and benefits of Olay Pro-X sub-brand, Procter Gamble ensured variety for their consumers through one brand. A section of consumers who are loyal to Olay brands confessed that in majority of cases, they get their expectations in the Olay products that they use (). The products from the Pro-X range have similarly received awards from media, showing that the brand is well received by people as reflected on the media. A 2009 Americas Healthiest Beauty Buys competition run by Health Magazine selected Pro-X Eye Restoration Complex as the best eye product in the market. In another product competition known as Defy Your Age Beauty Award, Pro-X Age Repair Lotion SPF emerged as the best product in the category. Such acknowledgements by media have instrumentally encouraged more consumers to try the Olay brands due to independent verification of the brands as opposed to promotions. Product marketing strategy for the Olay Pro-X sub-brand Procter and Gamble Company has worked towards creating a professional brand image for the Pro-X product to appeal to more customers in the global market. As evident on the product packaging (appendix 1e), all the Olay Pro-X products are actively and conspicuously labelled with the word professional so that the brand aim is swiftly known to the customers. The word professional has been used as a strategy not only by Procter Gamble but several other companies in the global market. The word is intended to convince the clients that the products are better alternatives to solve their problems in a superior manner, given that majority of the products labelled professional are premium. Figure 2.3 given below shows the number of major brands that have used the word professional as strategy to entice customers; Figure 2.3: Graph showing use of the word professional as a branding strategy Source: To the customers, the perception of the word professional becomes real especially after comparison usage images (outcome before and after the product usage) and consumer testimonies as placed on media. The higher prices of Olay Pro-X brand (at between US$ 42 and US$ 62) acts to validate the premium and professional image of the product in the global market. However, this price is quite significant for most customers to pay for cosmetic products, particularly in the harsh economic climate witnessed during the 2007-2009 economic recession. Being aware of the economic challenge that customers face, Procter Gamble introduced pricing strategies and promotional activity appeals to the customers who make compromises on their spending and consumer assurance offers. One of such offers which were used in the US market was referred to as rebate and money-back guarantee scheme. In this scheme, the customers could send their purchase receipts to the company for a US$ 20 refund on products bought at US$ 50 and above. This would encourage trial buying, and give the customers opportunity to test if the brand information suites the product features and ingredients as had been communicated earlier. The pricing strategy was used as a tool against other competitors in the market. Although Olay competitors retailed at the same or almost similar price, the pricing strategy enabled new customers to try the Olay products and later on be loyal to them. In a nutshell, Procter Gamble through effective communication strategies ensured that Olay brands are reliant on their customers, and therefore informed the belief that Olay products were worth their prices. The Olay Pro-X brand promotion has been boosted by infomercial about the brand. Despite the brand sales being strong and on the rise, the company developed about thirty minutes infomercial that informed their customers about the brand values and benefits. Quoted in Womens Wear Daily (2010), Chris Heiert, the brand marketing director justified the Olay infomercial by making the following remarks; Consumers are information seekers and want to understand the science and technology. That led to this idea which is the best of both worlds. We will be able to reach new consumers but when she wants to go back and purchase it, she can-in the mass market. (In Datamonitor, 2010, p.11). The infomercial stressed on the science behind the manufacture of the product, interviewing the scientists who developed the product, and presenting some of the clinical tests data on the product. The infomercial similarly displayed shots of Olay consumers before and after use of the product. Due to the longer duration of the infomercial, it was imperatively designed to capture the attention of viewers throughout the duration of play rather than at the start or end. Overall, the infomercial played a key role in informing Conclusion and relevance of the case study to the study topic The anti-aging skin care market upon which Olay brand competes is quite competitive locally and internationally. This warrants effective communications on brand innovation and differentiation as vital strategies for market survival. In order to ensure the relevance of Olay brand Procter Gamble offered novel aspects of the brand that encouraged its purchase over its substitutes and competitors. Introducing new ingredient that had never been used by competitors (Pal-KT) in its Olay Pro-X products, Procter Gamble were able to create a unique brand that was more result oriented as opposed its competitors. However, the result was achieve through effective communication that ensured accurate product promotion based on what the consumers were expected to draw from these products. Secondly, Procter Gamble Company through Olay brand managed to win consumer trust through media and scientific verification of its products. It is extremely important for brand marketers to gain the support of consumers through loyalty to the brands. The scientific and media verification are particularly gained when the test results conducted before and after the product use are valid as in the brand communication. In the case of Olay Pro-X brand, Procter Gamble introduced a money back guarantee scheme that would help assure the customers of the workability and reliability of the product. Moreover, brand campaigns, store ambience and brand packaging played a central role in winning consumer trust on this brand. The word professional was used as a branding communication strategy on the product packaging and stores so as to assure consumers of the reliability of their products. Finally, Olay brand popularity was ensured through adverts and promotions. Specifically, the company used infomercials (which is relatively a new approach to brand promotions) to provide strong marketing platform to promote the brands. Infomercials focus on the strengths of the brand being promoted by highlighting the past successes of the brand. Pegged with the brand verification, infomercials importantly build brand loyalty and equity in the market while encouraging new set of customers to try the brand. The strategies given here and others could be used by the local Chinese cosmetics manufacturers to gain dominance in the local industry. 4. METHODOLOGY Introduction 4.1 Research Philosophy This current study used the philosophy of applied research. Applied research takes place in environments that are characterized by organizations, systems, cultures, behavior, rules, politics and processes. These components execute simultaneously and change over time. Any effort to analyze an organization or an industry will result in findings showing differences in characteristics, habits and rules across the different constituent components. To develop a clear insight when researching on issues that may affect organizational performance, the situation and the entities (constituent factors) must be comprehended. The uniqueness of a situation must be understood and considered when researching. Constructivism is based upon the assertion that knowledge on phenomena is best-retrieved from people or entities that are immersed in the research environment (Denzin and Lincoln, 2011). Thus the focus is on the participants and entities that have experience and knowledge on the phenomena being studied. Constructivism as a post-positivist philosophy is generally opposed to positivism, in terms of the absolute validity of knowledge. Constructivism is based on the tenet that knowledge can be constructed from multiple dimensions. The existence of multiple realities is emphasized in different variations of constructivisms epistemology (Creswell, 2009). The world under constructivism and most research areas are complex and can be analyzed from multiple perspectives that should therefore be considered in creating knowledge. Thus, the approach is best suited in studying aspects that are influenced by a multitude of factors. Constructivism also requires that the researcher should understand the position and potential effects that their views have on the accuracy of their findings (VanderStoep and Johnston, 2009). The choice of constructivism in research philosophy is guided by the nature of the problem being addressed in the study. Different approaches have been adopted in analyzing the eff ectiveness of marketing communication strategies. In essence, this implies that the area being studied is complex and can be analyzed from different dimensions. Therefore, there is a match between the tenets of constructivism and the nature of the problem being studied. 4.2 Research Design Both qualitative and quantitative research designs were used in the study. The choice of a qualitative research design was guided by the nature of the study and the epistemology that has been adopted. Qualitative research designs are generally developed with the aim of creating a deeper understanding of the data. In most cases, qualitative inquiries are not pre-emptive. The nature of the study, the scope and the strategies that will be used in data collection are often determined by the research questions. Additionally, the analytical process under a qualitative research design may influence the direction that is adopted. Though the research design adopted should be in line with the nature of the research questions, some situations have been identified as suited for qualitative studies. A number of these scenarios are evinced in the current study. First, qualitative techniques are suitable in cases where there is little known on the subject area (Bohnsack, Pfaff and Weller, 2009). It is worth noting that even though marketing communication is an area that is has been intensely researched; fewer studies have explored how brand marketing communications impacts on consumer attitudes. Majority of the studies are based on consumer behavior change without exploring their attitudes towards the brand. From this perspective, the study appears to be exploratory in nature and therefore a qualitative research design is suitable. Secondly, a qualitative research design is appropriate in cases where a study seeks to develop an understanding of the participants experiences. Under the epistemology adopted, understanding the participants experiences is vital in developing valid and reliable results. Hence, the study attaches great weight to the participants experiences. Likewise, qualitative research design is suitable in cases where it is difficult to approach the participants due to practical or ethical reasons (Denzin and Lincoln, 2011). The study delves on issues relating to marketing communication and its impact on consumer attitude; it illustrates how marketing communication would be used to influence consumers positively towards a given brand. These are issues of critical importance to competitive firms and it is therefore expected that getting data for quantitative data analysis may not be easy. Accordingly, the anticipated practical difficulties have also played a role in the adoption of a qualitative re search design. Lastly, a qualitative research design has been adopted because it supports the nature of the research questions as much as it is in line with it. A qualitative research design allows for greater flexibility than formal quantitative techniques. This flexibility offers the support needed to collect rich data so as to answer the research questions. The quantitative part of the study aimed to understand how various brand marketers use marketing communication to influence consumers attitudes towards their brands. Data collection instruments consisting of semi-structured questionnaires were prepared for quantitative data collection. Unlike the qualitative data collection approaches, data results were presented in numbers and statistical measures (Creswell, 2009). Using quantitative research methods ensured that the measurable effects of marketing communication with respect to consumer attitudes towards the brands in question were achieved. 4.3 Research Approach The research approach used has to be in line with the research design and the epistemology adopted. A case study approach was also used in the study. Case study methodologies have been used in different research fields with varying levels of success. Marketing communication research studies have adopted this research approach as well. Ideally, a case study is expected to capture the complexities of selected cases. Most researchers concur with the view that selected cases should be contemporary; it is a complex functioning unit and it has to be investigated in its natural context. The method of inquiry used and interest in individual cases have been identified by different researchers as important aspects in selecting and implementing a case study approach. The case studys methodology is related to other methods in that it allows for the use of different techniques and approaches in analyzing a case from multiple perspectives. Triangulation of approaches and findings from the different approaches is also supported by a case study approach (Bohnsack, Pfaff and Weller, 2009). This is the main reason why the case study approach is often referred to as a meta-method. Proctor Gambles Olay was selected as the case for various reasons. First, Proctor Gamble Company engages in a lot of marketing communications with a view of convincing consumers to buy its products. Additionally, Proctor Gamble is one of the companies that have global leader brands in terms of cosmetics and pharmaceuticals. This shows that the company is progressive and more likely to embrace marketing communication strategies as a means of changing consumer attitudes towards its brands. Lastly, the researcher could easily access information on marketing strategies of the co mpany as opposed to other first tier rivals in the global market. The first step in the research approach was selecting a case. The next step involved seeking permission from relevant authorities within the selected organization so as to carry out the study. In seeking permission, the researcher informed the relevant authority about the aim of the study and the procedures that will be used. These were measures intended at ensuring informed participation and gaining any support that could be offered by the company. Additionally, the study involved perusing through advertising and marketing communication initiatives by the case organization. The next step involved selecting members of the organization that would be interviewed. The selection was based on availability and knowledge of the marketing communication initiatives implemented by the company and their effects on respective brands that were investigated. Sample and Population The definition, selection and sample of the population are important aspects in research. For this study, the participants were mainly drawn from Proctor Gamble Company. To start with, the researcher collected qualitative data from three employees of the company. The employees, were mainly in the marketing department were selected depending on their ability and knowledge of the marketing communication strategies used by the company to promote its brands. The study thus focused on marketing communication professionals within the case company. Convenience sampling is used due to the multiple practical issues that have to be considered. Furthermore, the potential participants are few and so the use of random sampling approach was considered to be unfeasible. Secondly, the researcher collected quantitative data from 100 participants who were considered to be consumers of Proctor and Gamble Olay brand. The consumers were identified from Proctor Gamble stores and shops where they agreed and consented to their participation. In seeking for the consent of the participants, the researcher requested them to spare about 10 minutes in order to complete the survey questionnaires. The researcher even explained to the participants the importance of the research. The researcher also explained to them that the activity was voluntary and they could only participate if they want to. Instrumentation The semi-structured survey questionnaire that was used by the researcher sought information on the participants background variables, information on marketing communications, and the duration of interaction with Proctor and Gamble Company products. In relation to the interviews, the study focused on the four major areas that are highlighted in the research objectives and questions; the features that firms and brand marketers consider when preparing a marketing communication for a brand; the marketing communication aspects that influence consumer attitudes and buying behaviors towards brands in the market; the impacts of new technology introduction in the marketing communication with regards to consumer behavior and attitudes towards a brand; and, ways of building business network and stronger brand through effective marketing communication. Determination of how the variables were brought out in the research questions were considered as important aspects in the research process. It is worth noting that the study was not limited to short answers. Rather, the participants were required to expound on their views and the researcher looked at the brand marketing communication efforts that the company has in place. Data Collection The study involved the collection of two sets of data: data from the interviewees and data collected through administering of the questionnaires. The focus was on active marketing communication efforts rather than past marketing strategies. In collecting the qualitative data, the focus was on collecting information from employees within the case organization that have the knowledge and experience of the effects of brand marketing communications. Semi-structured interviews were used because they allow for the flexibility afforded by unstructured interviews and they also support formal organization required to answer the first research question. The use of semi-structured interviews is thus guided by the requirements brought about by the instrumentation of the variables. Use of semi-structured interviews is both feasible and practical with respect to collecting rich data and time requirements. After selecting the participants, they were required to identify the days that they would be free to be interviewed. This was a measure aimed at ensuring that the interviewees were comfortable with the selection of the time and place of interview. The interviewees were then individually informed of the day, place and time that the interview will take place. The interviews were conducted via telephone conversation and recorded for transcribing later. Each interview ran for about 30 minutes. The participants were not in any way coerced or influenced into participating in the study. They were informed of the aim of the study and the nature of the questions that would be asked beforehand. Additionally, the interviewees were informed that they were free to ignore some questions for either institutional or personal reasons. These measures were aimed at ensuring that the interviewees were at ease. Due to the strategic importance of marketing communication to the organization, the questions directed to the interviewees focused on the company stance on the same. This indirect approach of questioning is important since in most cases, it reduces the pressure on the interviewees. Moreover, they generally relayed their experiences in their workplaces (from which they have developed their personal views). As indicated earlier, the researcher approached customers at Proctor and Gamble stores and shops, and asked them to take about 10 minutes in order to complete the quantitative survey questionnaires. The participants did this at their own volition. Data Analysis Qualitative data analysis techniques were used to analyze the data while considering the research questions. The two major data analysis techniques used were quasi-statistics and logical analysis. Quasi-statistics is a qualitative data analysis technique that involves counting the number of times something is mentioned. This technique is important in answering the second and third research questions. On the other hand, logical analysis is a qualitative technique that involves generalization of causation and logical reasoning processes. To support the logical reaso

Immanuel Kant :: essays research papers

Immanuel Kant was born in the East Prussian city of Kà ¶nigsberg, studied at its university, and worked there as a tutor and professor for more than forty years, never travelling more than fifty miles from home. Although his outward life was one of legendary calm and regularity, Kant's intellectual work easily justified his own claim to have effected a Copernican revolution in philosophy. Beginning with his Inaugural Dissertation (1770) on the difference between right- and left-handed spatial orientations, Kant patiently worked out the most comprehensive and influential philosophical programme of the modern era. His central thesis—that the possibility of human knowledge presupposes the active participation of the human mind—is deceptively simple, but the details of its application are notoriously complex. The monumental Kritik der reinen Vernunft (Critique of Pure Reason) (1781, 1787) fully spells out the conditions for mathematical, scientific, and metaphysical knowledge in its "Transcendental Aesthetic," "Transcendental Analytic," and "Transcendental Dialectic," but Kant found it helpful to offer a less technical exposition of the same themes in the Prolegomena zu einer jeden kà ¼nftigen Metaphysik die als Wissenschaft wird auftreten kà ¶nnen (Prolegomena to any Future Metaphysic) (1783). Carefully distinguishing judgments as analytic or synthetic and as a priori or a posteriori, Kant held that the most interesting and useful varieties of human knowledge rely upon synthetic a priori judgments, which are, in turn, possible only when the mind determines the conditions of its own experience. Thus, it is we who impose the forms of space and time upon all possible sensation in mathematics, and it is we who render all experience coherent as scientific knowl edge governed by traditional notions of substance and causality by applying the pure concepts of the understanding to all possible experience. But regulative principles of this sort hold only for the world as we know it, and since metaphysical propositions seek a truth beyond all experience, they cannot be established within the bounds of reason. Significant applications of these principles are expressed in Metaphysische Anfangsgrà ¼nde der Naturwissenschaft (Metaphysical Foundations of the Science of Nature) (1786) and Beantwortung der Frage: Ist es eine Erfahrung, daß wir denken? (On Comprehension and Transcendental Consciousness) (1788-1791). Kant's moral philosophy is developed in the Grundlegung zur Metaphysik der Sitten (Grounding for the Metaphysics of Morals) (1785). From his analysis of the operation of the human will, Kant derived the necessity of a perfectly universalizable moral law, expressed in a categorical imperative that must be regarded as binding upon every agent.

License Plate Recognition

Emerging Trends in Computer Science and Information Technology -2012(ETCSIT2012) Proceedings published in International Journal of Computer Applications ® (IJCA) Automatic Vehicle Identification Using License Plate Recognition for Indian Vehicles Sandra Sivanandan Department of Computer Engineering K. K. Wagh Institute Of Engineering Education & Research, Hirabai Haridas Vidyanagari Amrut-Dham, Panchavati, Nashik-422003 University of Pune, Maharashtra Ashwini Dhanait Department of Computer Engineering K. K.Wagh Institute Of Engineering Education & Research, Hirabai Haridas Vidyanagari Amrut-Dham, Panchavati, Nashik-422003 University of Pune, Maharashtra Yogita Dhepale Department of Computer Engineering K. K. Wagh Institute Of Engineering Education & Research, Hirabai Haridas Vidyanagari Amrut-Dham, Panchavati, Nashik-422003. Yasmin Saiyyad Department of Computer Engineering K. K. Wagh Institute Of Engineering Education & Research, Hirabai Haridas Vidyanagari Amrut-Dham, Panchavati, Nashik-422003. ABSTRACT In this study, a smart and simple algorithm is presented for vehicle’s license plate recognition system.The proposed algorithm consists of three major parts: Extraction of plate region, segmentation of characters and recognition of plate characters. For extracting the plate region edge detection and morphological operations are used. In segmentation part scan line algorithm is used. Character Segmentation for Devanagari Number Plates is also presented. Optical character recognition technique is used for the character recognition. The objective is to design an efficient automatic authorized vehicle identification system by using the vehicle number plate.Here we are presenting a smart and simple algorithm for vehicle’s license plate recognition system for Indian Vehicles. In this study, the proposed algorithm is based on extraction of plate region, segmentation of plate characters and recognition of characters. In India we find plates having Deva nagari fonts as well (though according to rules it is not allowed). Character extraction for Devanagari font is slightly different as compared to English font because of the header line (shirorekha). We propose algorithm for character extraction for Devanagari font. The recognized plate an be then compared with police hotlist database to identify stolen vehicles. The paper is organized as follows: Section II provides an overview of the overall system. Extracting the plate region is explained in Section III. Section IV gives the segmentation of individual plate characters. Section V deals with recognition of characters using optical character recognition based on statistical based template matching algorithm which uses correlation and section VI deals with verification of plate according to Indian rules. The paper concludes with Section VII. KeywordsDevanagari, Edge detection, License plate recognition, Optical character recognition, segmentation. 1. INTRODUCTION License plate recogn ition (LPR) is a form of Automatic Vehicle Identification. It is an image processing technology used to identify vehicles by only their license plates. Real time LPR plays a major role in automatic monitoring of traffic rules and maintaining law enforcement on public roads. The LPR system’s significant advantage is that the system can keep an image record of the vehicle which is useful in order to fight crime and fraud (â€Å"an image is worth a thousand words†).Early LPR systems suffered from a low recognition rate, lower than required by practical systems. The external effects (sun and headlights, bad plates, wide number of plate types) and the limited level of the recognition software and vision hardware yielded low quality systems. However, recent improvements in the software and hardware have made the LPR systems much more reliable and wide spread. 23 Emerging Trends in Computer Science and Information Technology -2012(ETCSIT2012) Proceedings published in Internat ional Journal of Computer Applications ® (IJCA) in night condition, contrast enhancement is important before further processing [1]. . STRUCTURE OF LPR SYSTEM Fig. 1) Original Image Fig. 2) Gray Scale Image Flowchart of Proposed System The algorithm proposed in this paper is designed to recognize license plates of vehicles automatically. Input of the system is the image of a vehicle captured by a camera. The captured image taken from 3-5 meters away is first converted to gray scale. We apply vertical edge detection algorithm and morphological operation i. e. open and close for plate extraction. After applying morphological operations image is filtered out to get exact plate region. Plate region is cropped.Row segmentation separates row in plate and column separation separates characters from row. Finally recognition part OCR recognizes the characters giving the result as the plate number in ASCII format. The result in ASCII format is can be verified on the basis of rules followed in India. Fig. 3) Gray image after contrast enhancement 3. 2 Vertical Edge Detection Before applying edge detection median filter is to be applied to image for removing noise. The main idea of median filter is to run through the signal, entry by entry, replacing each entry with the median of neighboring entries.Such noise reduction is a typical preprocessing step to improve the results of later processing (edge detection) [2]. 3. EXTRACTION OF PLATE REGION Plate Extraction is done in following steps 3. 1 Convert image to Gray Scale 3. 2 Apply Vertical Edge detection 3. 3 Candidate Plate Area Detection ? Morphologically Close image ? Fill holes in image ? Morphologically Open image 3. 3 Filtration of non Plate region 3. 1 Conversion To Gray Scale This is pre-processing step for plate extraction. We apply Formula: I( i, j) = 0. 114*A( i, j,1) + 0. 587*A(i, j, 2) + 0. 99* A(i, j,3) where, I(i,j) is the array of gray image, A(i,j,1), A(i,j,2), A(i,j,3) are the R,G,B value of original im age respectively. Sometimes the image may be too dark, contain blur, thereby making the task of extracting the license plate difficult. In order to recognize the license plate even In ascending order of values: 0, 2, 3, 3, 4, 6, 10, 15, 97. Center value (previously 97) is replaced by the median of all nine values (4). Edge detection is performed on the given image, which aims at identifying points in digital image at which image brightness changes sharply or, more formally, has discontinuities.There mainly exists several edge detection methods (Sobel, Prewitt, Roberts, Canny). We use here Sobel operator for vertical edge detection. If we define A as the source image, and Gx and Gy are two images which at each point contain the horizontal and vertical derivative approximations, the computations are as follows: 24 Emerging Trends in Computer Science and Information Technology -2012(ETCSIT2012) Proceedings published in International Journal of Computer Applications ® (IJCA) Where * i s 2D convolution operation. Fig. 5) Closed Image Fig. 4) Sobel Vertical Edge detection Fig. 6) Filled Image 3. Candidate Plate Area Detection A morphological operator is applied to the image for specifying the plate location. We build a morphological operator that is sensitive to a specific shape in the input image. In our system rectangular box is employed as a structural element to detect the car plates. In mathematical morphology structuring element are represented as matrices. Structuring element is a characteristic of certain structure and features to measure the shape of an image and is used to carry out other image processing operations [4]. Typical rectangular structuring element is shown in figure. Fig. ) Opened Image 3. 4 Filtration Of Non Plate Region After identify the ROI, image is then filtered using following filtering techniques. First find the connected components in image. The first technique involves removing of all white patches which has more or less area than t he threshold. For instance components having area < 2000 or >20000 are eliminated. Using Bounding Box method, draw Bounding Box around components and fill the image. According to the height values, for instance, only the objects with a height greater than Tmin_h and less than Tmax_h are retained, and eliminate the other objects.After that, if the width values of the retained objects are greater than Tmin_w and less than Tmax_w, the objects are retained; otherwise, the objects are removed, and so on. Where: Tmin_h : Minimum height of the object. Tmax_h : Maximum height of the object. Tmin_w : Minimum width of the object. Tmax_w : Maximum width of the object [6]. After filtering plate region is cropped by searching for the first and last white pixels starting from top left corner of an image. Plate is cropped from original image after getting coordinates. Using two basic operation of morphology (erosion and dilation), opening and closing of image is done.The opening of A by B is obtai ned by the erosion of A by B, followed by dilation of the resulting image by B. The closing of A by B is obtained by the dilation of A by B, followed by erosion of the resulting structure by B. For closing image 10*20 rectangular structuring element is used. After closing image we have to fill the holes in this image. A hole is a set of background pixels that cannot be reached by filling in the background from the edge of the image [3]. Then image is opened using 5*10 rectangular structural element. Values are determined according to the size of the image.Here we have used 1280X980 resolution images. 25 Emerging Trends in Computer Science and Information Technology -2012(ETCSIT2012) Proceedings published in International Journal of Computer Applications ® (IJCA) 4. SEGMENTATION OF PLATE CHARACTERS Before applying the OCR, the individual lines in the text are separated using line separation process and individual characters from separated lines. Steps for Character Segmentation: 4. 1 Binarization of Plate image 4. 2 Scan Line Algorithm for row segmentation 4. 3 Vertical Projection for column segmentationFig 6) Filtered Image on basis of area Fig. 7) Bounding Box and filled image 4. 1 Binarization Of Plate Image Binarize the plate image. Threshold for binarization must be such that characters are displayed well. For that we take average of all pixel values in plate image and calculate threshold. Fig. 10) Binarized image Fig. 8) Image after filtration on basis of height &width of objects 4. 2 Scan Line Algorithm The scan line algorithm is based on the feature that there is transition from 1 to 0 and 0 to 1 transition in character region in a binary image.Thus the total number of transition in character region is more than the total number of transition in other region. There are at least seven characters in license plate region and every character has more than two Jumps[7]. We can choose twelve as the threshold value. If the total number of transitions in a ce rtain line is greater than twelve, this line may be in character region. Otherwise, it is not in character region. Algorithm: 1) Let H be height and W be Width of Plate image. 2) for(i=H/2 to 0) { Count no of transitions ie 0 to 1 and 1 to 0 in cnt; if cnt

Blood Promise Chapter Twenty-Eight

Lissa didn't have to say anything to express her shock. The feelings of utter astonishment pouring into me said more than any words could have. I, however, had one important word for her: Duck! I think it was her surprise that made her respond so quickly. She dropped to the floor. The movement was clumsy, but it removed her body from Reed's direct attack and put her (mostly) out of range of the window. He still collided with her shoulder and the side of her head, but it only bumped her and caused a little pain. Of course, â€Å"a little pain† meant totally different things to us. Lissa had been tortured a couple of times, but most of her battles were mental. She'd never been in a one-on-one physical confrontation. Getting thrown against walls was an average occurrence for me, but for her, a small swipe to the head was monumental. Crawl away, I ordered. Get away from him and the window. Head for the door if possible. Lissa started moving on her hands and feet, but she was too slow. Reed caught hold of her hair. I kind of felt like we were playing a game of telephone. With the delay in me giving direction and her figuring out how to respond, I might as well have been passing the message through five people before it got to her. I wished I could control her body like a puppeteer, but I was no spirit user. It's going to hurt, but turn around as best you can and hit him. Oh, it did hurt. Trying to turn her body meant his hold on her hair tugged that much more painfully. She managed it reasonably well, though, and flailed out at Reed. Her hits weren't that coordinated, but they surprised him enough that he let go of her hair and tried to fend her off. That's when I noticed he wasn't overly coordinated either. He was stronger than her, true, but he obviously had no combat training short of basic hits and throwing his weight around. He hadn't come here for a true fight; he'd come to just push her out the window and be done with it. Get away if you can; get away if you can. She scrambled across the floor, but unfortunately her escape path didn't give her access to the door. Instead, she backed further into the room until her back hit a rolling desk chair. Grab it. Hit him with it. Easier said than done. He was right there, still trying to grab her and jerk her to her feet. She caught hold of the chair and tried to roll it into him. I'd wanted her to pick it up and hit him with it, but that wasn't quite so easy for her. She did, however, manage to get to her feet and get the chair between them. I directed her to keep hitting him with it in an effort to get him to retreat. It worked a little, but she didn't quite have the force to truly damage him. Meanwhile, I half expected Avery to join in the fight. It wouldn't have taken much effort to assist Reed in subduing Lissa. Instead, out of the corner of Lissa's eye, I saw Avery sitting perfectly still, her eyes unfocused and slightly glazed over. Okay. That was weird, but I had no complaints about her being out of the conflict. As it was, Lissa and Reed were in a stalemate, one I had to get her out of. You're on the defensive, I said. You need to take the attack to him. I finally got a direct answer back. What? I can't do anything like that! I have no clue how! I'll show you. Kick him-preferably between the legs. That'll take down most guys. Without words, I tried to send the feelings into her, teaching her the right way to tense muscles and strike out. Steeling herself, she pushed the chair away so that there was nothing between her and Reed. It caught him by surprise, giving her a brief opening. Her leg struck out. It missed the golden spot, but it did hit his knee. That was almost as good. He stumbled back as his leg collapsed underneath him and just managed to grab the chair for support. It tried to roll, which didn't help him any. Lissa didn't need any urging to sprint for the door at that point-except it was blocked. Simon had just entered. For a moment, both Lissa and I felt relief. A guardian! Guardians were safe. Guardians protected us. The thing was, this guardian worked for Avery, and it soon became clear his services went beyond merely keeping Strigoi away from her. He strode in, and with no hesitation grabbed Lissa and dragged her harshly back to the window. My direction faltered at that moment. I'd been an okay coach at showing her how to fend off a surly teenage boy. But a guardian? And that surly teenage boy had recovered himself and joined Simon to finish the job. Compel him! It was my last desperate bid. That was Lissa's strength. Unfortunately, while her earlier drinking had metabolized enough to improve her coordination, it was still affecting her control of spirit. She could touch the power-but not very much of it. Her control was clumsy too. Nonetheless, her resolve was strong. She drew as much of the spirit as she could, channeling it into compulsion. Nothing happened. Then, I felt that weird tickling in my head. At first I thought Avery was back on the scene, only rather than someone reaching into me, it was like they reached through me. The power in Lissa surged, and I realized what had happened. Oksana was still there, somewhere in the background, and she was lending her strength again, channeling it through me and into Lissa. Simon froze, and it was almost amusing. He twitched slightly, rocking back and forth as he tried to advance on her and finish the lethal task. It was like he was suspended in Jell-O. Lissa was hesitant to move, for fear of breaking her control. There was also the issue that Reed was not being compelled, but for the moment, he seemed too confused about what was happening to Simon to react. â€Å"You can't just kill me!† Lissa blurted out. â€Å"Don't you think people are going to ask questions when they find my body shoved out a window? â€Å"They won't notice,† said Simon stiffly. Even the words required effort. â€Å"Not when you're resurrected. And if you can't be, then it was just a tragic accident that befell a troubled girl.† Slowly, slowly, he began breaking out of her compulsion. Her power, while still there, was weakening a little-there was a leak somewhere, and it was dripping out. I suspected it might be Avery's influence or simply Lissa's mental fatigue. Maybe both. A supreme look of satisfaction crossed Simon's features as he lunged forward, and then. He froze again. A blazing gold aura lit up in Lissa's periphery. She glanced over just enough to see Adrian in the doorway. The look on his face was comical, but shocked or not, he'd picked up enough to target Simon. It was Adrian's compulsion holding the guardian in place now. Lissa squirmed away, yet again trying to keep out of that damned window's opening. â€Å"Hold him!† Lissa cried. Adrian grimaced. â€Å"I†¦ can't. What the hell? It's like there's someone else there†¦Ã¢â‚¬  â€Å"Avery,† said Lissa, sparing a brief glance at the other girl. Avery's face had gone pale even for a Moroi. Her breathing was heavy, and her sweating had increased. She was fighting Adrian's compulsion. A few seconds later, Simon broke free yet again. He advanced on Lissa and Adrian, though his movements seemed sluggish. Son of a bitch, I thought. Now what? demanded Lissa. Reed. Go for Reed. Get him out of the picture. Reed had been frozen during the struggle with Simon, watching with fascination. And like those of the guardian, Reed's actions seemed a little sluggish. Still, he was moving toward Lissa again. Simon had apparently decided Adrian was the immediate threat and was heading that way. Time to see if dividing and conquering would work. What about Adrian? Lissa asked. We're going to have to leave him on his own for a minute. Get to Reed. Knock him out. What But she advanced on him anyway, moving with a determination that warmed me with pride. His face curled into a snarl. He was frantic and overconfident, though-not thinking clearly and still moving in an ungainly way. Once more, I attempted to teach Lissa without words. I couldn't make her do anything, but I tried to make her feel what it was like to punch someone. How to draw back her arm, curl her fingers in the proper way, build up the strength. After what I'd seen her do earlier, the best I could hope for was a decent approximation of a punch, enough to keep him off her and create further delay. And that's when something truly beautiful happened. Lissa socked him in the nose. And I mean, socked. We both heard the impact, heard the nose break. Blood came out. He flew backward, both he and Lissa staring wide-eyed. Never, never would I have thought Lissa capable of something like that. Not sweet, delicate, beautiful Lissa. I wanted to whoop and dance with joy. But this wasn't over yet. Don't stop! Hit him again. You've got to knock him out! I did! she cried, horrified at what she'd done. Her fist was also in agonizing pain. I hadn't really mentioned that part during my coaching. No, you've got to incapacitate him, I told her. I think he and Avery are bonded, and I think she's taking her strength from him. It made sense now, why he'd frozen when Avery drew power to use compulsion, why he'd known to show up when he had. She'd used their bond to summon him. And so Lissa went after Reed again. She got in two more punches, one of which knocked his head against the wall. His lips parted and his features went slack. He dropped to the floor, eyes staring vacantly. I wasn't sure if he was entirely unconscious, but he was out of this for the moment. Off to the side, I heard a small cry from Avery. Lissa turned to Adrian and Simon. Adrian had ceased any attempts at compulsion, because Simon was engaged in a full-on attack. Adrian's face showed he'd taken a few hits of his own, and I figured that, like Lissa, he'd never engaged in this kind of physical combat. Without any need for direction from me, Lissa strode over and turned on her compulsion. Simon jerked in surprise, not stopping his attack, but caught off guard. Lissa was still weak, but the walls around him had dropped a little, just as I'd suspected they would. â€Å"Help me!† cried Lissa. With the momentary lapse on Simon's part, Adrian tried to wield his spirit too. Lissa felt and saw the change in his aura as the magic flowed through him. She felt him join her in their psychic attack on Simon, and a moment later, I sensed Oksana joining the fray. I wanted to play general and shout orders, but this wasn't my battle anymore. Simon's eyes went wide, and he fell to his knees. Lissa could sense the other two spirit users-and was a bit surprised by Oksana's presence-and had the vague impression that they were all doing slightly different things to Simon. Lissa was trying to compel him to stop his attack, to simply sit still. Her brief brush with Adrian's magic told her he was trying to make the guardian sleep, and Oksana was attempting to get Simon to run out of the room. The conflicting messages and all that power were too much. The last of Simon's defenses fell as all those mixed messages blasted into him, creating a tidal wave of spirit. He collapsed to the floor. With all of their magic combined, the spirit users had knocked him unconscious. Lissa and Adrian turned to Avery, bracing themselves, but there was no need. As soon as all that spirit had blasted into Simon, Avery had begun screaming. And screaming and screaming. She gripped the sides of her head, the sound of her voice horrible and grating. Lissa and Adrian exchanged glances, unsure how to handle this new development. â€Å"For God's sake,† gasped Adrian, exhausted. â€Å"How do we shut her up?† Lissa didn't know. She considered approaching Avery and trying to help her, in spite of all that had happened. But a few seconds later, Avery grew quiet. She didn't pass out like her companions had. She just sat there, staring. Her expression no longer resembled the dazed look she'd had while wielding spirit. It was just†¦ blank. Like there was nothing in her at all. â€Å"Wh-what happened?† asked Lissa. I had the answer. The spirit flooded from Simon into her. It fried her. Lissa was startled. How could it go from Simon to her? Because they're bonded. You said she was bonded to Reed! She is. She's bonded to both of them. Lissa had been too distracted while fighting for her life, but I'd been able to notice everyone's auras through her eyes. Avery-no longer masking hers-had possessed a gold one, just like Adrian and Lissa. Simon and Reed had had nearly identical ones, with ordinary colors-ringed in black. They were shadow-kissed, both having been brought back from the dead by Avery. Lissa asked no more questions and simply collapsed into Adrian's arms. There was nothing romantic about it, just a desperate need on both their parts to be close to a friend. â€Å"Why did you come?† she asked him. â€Å"Are you kidding? How could I not? You guys were like a bonfire with all the spirit you were wielding. I felt it all the way across campus.† He glanced around. â€Å"Man, I have a lot of questions.† â€Å"You and me both,† she muttered. I have to go, I told Lissa. I felt a little wistful at having to leave them. I miss you. When will you be back? Soon. Thank you. Thank you for being there for me. Always. I suspected I was smiling back in my own body. Oh, and Lissa? Tell Adrian I'm proud of him. The Academy room faded. I was once more sitting on a bed halfway around the world. Abe was looking at me with concern. Mark also was concerned, but he had eyes only for Oksana, who lay down beside me. She looked a little like Avery, pale and sweating. Mark clasped her hand frantically, fear all over him. â€Å"Are you okay?† She smiled. â€Å"Just tired. I'll be all right.† I wanted to hug her. â€Å"Thank you,† I breathed. â€Å"Thank you so much.† â€Å"I'm glad to have helped,† she said. â€Å"But I hope I don't have to do it again. It was†¦ strange. I'm not sure what role I played there.† â€Å"Me either.† It had been weird. Sometimes it was like Oksana had actually been there, fighting right along with Lissa and the rest. Other times, I'd felt as though Oksana had merged with me. I shuddered. Too many minds linked together. â€Å"Next time, you have to be by her side,† Oksana said. â€Å"In the real world.† I looked down at my hands, confused and unsure what to think. The silver ring gleamed up at me. I took it off and handed it to her. â€Å"This ring saved me. Can it heal you even though you made it?† She held it in her hand for a moment and then gave it back. â€Å"No, but like I said, I'll recover. I heal quickly on my own.† It was true. I'd seen Lissa heal remarkably fast in the past. It was part of always having spirit in you. I stared at the ring, and something troubling came to mind. It was a thought that had struck me while riding with the old couple to Novosibirsk, when I'd moved in and out of consciousness. â€Å"Oksana†¦ a Strigoi touched this ring. And for a few moments-while he did-it was like†¦ well, he was still Strigoi, no question. But while he held it, he was almost like his old self too.† Oksana didn't answer right away. She looked up at Mark, and they held each other's gazes for a long time. He bit his lip and shook his head. â€Å"Don't,† he said. â€Å"It's a fairy tale.† â€Å"What?† I exclaimed. I looked back and forth between him. â€Å"If you know something about this-about Strigoi-you have to tell me!† Mark spoke sharply in Russian, a warning in his voice. Oksana looked equally determined. â€Å"It's not our place to withhold information,† she replied. She turned to me, face grave. â€Å"Mark told you about the Moroi we met long ago†¦ the other spirit user?† I nodded. â€Å"Yeah.† â€Å"He used to tell a lot of stories-most of which I don't think were true. But one of them†¦ well, he claimed he restored a Strigoi to life.† Abe, silent thus far, scoffed. â€Å"That is a fairy tale.† â€Å"What?† My whole world reeled. â€Å"How?† â€Å"I don't know. He never elaborated much, and the details often changed. His mind was going, and I think half of what he said was imaginary,† she explained. â€Å"He's crazy,† said Mark. â€Å"It wasn't true. Don't get caught up in an insane man's fantasy. Don't fixate on this. Don't let it become your next vigilante quest. You need to go back to your bondmate.† I swallowed, every emotion in the world churning in my stomach. Was it true? Had a spirit user restored a Strigoi to life? Theoretically†¦ well, if spirit users could heal and bring back the dead, why not the undead? And Dimitri†¦ Dimitri had definitely seemed altered while holding the ring. Had spirit affected him and touched some piece of his old self? At the time, I'd just assumed it was fond memories of his family affecting him†¦ â€Å"I need to talk to this guy,† I murmured. Not that I knew why. Fairy tale or not, it was too late. I'd done it. I'd killed Dimitri. Nothing would bring him back now, no miracle of spirit. My heart rate increased, and I could hardly breathe. In my mind's eye, I saw him falling, falling†¦ falling forever with the stake in his chest. Would he have said he loved me? I would ask myself that for the rest of my life. Agony and grief flooded me, though at the same time, relief was there too. I had freed Dimitri from a state of evil. I had brought him peace, sending him on to happiness. Maybe he and Mason were together in heaven somewhere, practicing some guardian moves. I had done the right thing. There should be no regret here. Oblivious to my emotions, Oksana addressed my last statement. â€Å"Mark wasn't kidding. This man is crazy-if he's even still alive. The last time we saw him, he could barely hold up a conversation or even use his magic. He ran off into hiding. No one knows where he is-except maybe his brother.† â€Å"Enough,† warned Mark. Abe's attention was piqued, however. He leaned forward, shrewd as ever. â€Å"What's this man's name?† â€Å"Robert Doru,† said Mark after a few hesitant moments. It was no one I knew, and I realized how pointless this all was. This guy was a lost cause and had likely imagined the whole idea of saving a Strigoi in a fit of insanity. Dimitri was gone. This part of my life was over. I needed to get back to Lissa. Then I noticed that Abe had gone very still. â€Å"Do you know him?† I asked. â€Å"No. Do you?† â€Å"No.† I scrutinized Abe's face. â€Å"You sure look like you know something, Zmey.† â€Å"I know of him,† Abe clarified. â€Å"He's an illegitimate royal. His father had an affair, and Robert was the result. His father actually included him as part of the family. Robert and his half-brother grew quite close, though few knew about it.† Of course Abe would know about it, though. â€Å"Doru is Robert's mother's last name.† No surprise. Doru wasn't a royal name. â€Å"What's his father's last name?† â€Å"Dashkov. Trenton Dashkov.† â€Å"That,† I told him, â€Å"is a name I know.† I had met Trenton Dashkov years ago while accompanying Lissa and her family to a royal holiday party. Trenton had been an old, stooped man then, kind but on the brink of death. Moroi often lived to be over a hundred, but he'd been pushing a hundred and twenty-which was ancient even by their standards. There had been no sign or whisper of him having an illegitimate son, but Trenton's legitimate son had been there. That son had even danced with me, showing a great courtesy to a lowly dhampir girl. â€Å"Trenton is Victor Dashkov's father,† I said. â€Å"You're saying Robert Doru is Victor Dashkov's half-brother.† Abe nodded, still watching me closely. Abe, as I'd noted, knew everything. He likely knew my history with Victor. Oksana frowned. â€Å"Victor Dashkov is someone important, isn't he?† Out in their Siberian cottage, she was removed from the turmoil of Moroi politics, unaware that the man who would have been king had been locked away in prison. I started laughing-but not because I found any humor in the situation. This whole thing was unbelievable, and my hysteria was the only way to let out all the crazy feelings within me. Exasperation. Resignation. Irony. â€Å"What's so funny?† asked Mark, startled. â€Å"Nothing,† I said, knowing if I didn't stop laughing, I'd probably start crying. â€Å"That's the thing. It's not funny at all.† What a wonderful twist to my life. The only person alive who might know something about saving Strigoi was the half-brother of my greatest living enemy, Victor Dashkov. And the only person who might know where Robert was was Victor himself. Victor had known a lot about spirit, and now I had a good idea where he'd first learned about it. Not that it mattered. None of this mattered anymore. Victor himself could have been able to convert Strigoi for all the good it would have done me. Dimitri was dead by my hand. He was gone, saved in the only way I knew how. I'd had to choose between him and Lissa once before, and I'd chosen him. Now there could be no question. I'd chosen her. She was real. She was alive. Dimitri was the past. I'd been staring absentmindedly at the wall, and now I looked up and met Abe squarely in the eyes. â€Å"All right, old man,† I said. â€Å"Pack me up and send me home.†