The million-dollar question here is, should companies decrease, maintain or increase advertising during economic slowdown? The answer is it depends. Yes, it depends on the company’s objective; whether it is to create brand awareness, brand recall, top of mind or a tactical push via sales discount for the consumers to buy its brand. It depends on: “Share of voice (SOV) and market share objectives.” In most of the cases,

"Advertising is a must-have investment for business growth and profitability."

Advertising during a recession provides a unique window of opportunity for investment purposes to: Build equity Solidify your customer base Gain new customers Make inroads on your competitors who have cut their advertising during the recession period.

"Advertising is an investment, not an expense"

Don't Cut Your Advertising Budget Just Because Consumers Aren't Buying Now

Although consumers may not actively purchase products now, they may make notes of the products they want when they have more money. In other words, although economically stressed consumers realize that they cannot purchase non-essential items in their present situations, they still have wants and desires, so they make wish lists of items they will buy later. For this reason, businesses that appeal to potential customers' feelings (wants and desires) will get their products places on those customers' wish lists. Companies who start advertising after economies improve miss out on opportunities to sell their products first. It is as if they start a race several minutes after the race moderator blew the "go" whistle: They diminish their chances of winning the race from the start and must work much harder if they want to beat others running in this race.

In conclusion:
An economic downturn or recession is no excuse to not advertise your products.
After all, recessions eventually end, and economic situations eventually improve, so it is in a business' best interests to continue advertising and branding its products during recessions.

Source :
http://marketingmirror.wordpress.com/2008/12/07/advertising-in-recession/
http://www.allbusiness.com/marketing-advertising/advertising/260415-1.html
http://www.associatedcontent.com/article/909393/the_importance_of_advertising_during_pg2_pg2.html?cat=35

Recipe taken from : http://festivals.iloveindia.com/janmashtmi/doodhachi-kheer.html

Ganesh Chaturthi, the birth anniversary of Lord Ganeshji, is celebrated with great pomp and show in India. There are a variety of sweets made on this occasion, with the most popular one being Modak. The worshippers visit Ganesh temples on this day, to perform Puja and offer many other sweets and milk to idols of Lord Ganeshji.

• In a small bowl, add one teaspoon lemon juice and a pinch of salt to the ginger strips and keep in the refrigerator till use.
• Heat sufficient oil on a thick tawa till medium hot. Place the potato pieces and shallow-fry till crisp and golden. Drain and place on an absorbent paper.
• In the same oil add sweet potato pieces and shallow-fry till crisp and golden.
• Drain and place on an absorbent paper.Transfer the potatoes and sweet potatoes into a big bowl.
• Add salt, sweet date and tamarind chutney, chaat masala, red chilli powder, cumin powder, green chilies, coriander leaves and the remaining lemon juice and mix well.

• Car Service: Car service is utmost important prior to monsoon season. Replace the engine oil, air filter and fuel filter. Check the suspension joints and silencer pipe because that is the most affected car part during rain. Also, check for rubber plugs that are placed under the car to prevent water to enter the car cabin. If the plugs are torn out, replace them immediately before venturing into the rainy season.
• Car Paint: Rain water can easily damage the car paint and cause rusting. Before the season starts, make sure that the car body and other fittings are coated with anti-rust paint. An anti-moisture spray can also be used. If the car exterior has deep scratches, get them treated or else rain water will fill in those scratches and damage that particular area.
• Car Tyres: Rain water makes the road slippery which often cause car skidding and hydroplaning. In order to avoid skidding, it is essential to check the tyre treads. If the tyre treads are not deep, the vehicle is likely to skid on slippery road. The minimum tread is considered to be 1.6 mm in depth.
• Car Headlights: Check the working of the headlights. This is very important for monsoon driving. If there are any cracks in the in light clusters, replace them before you drive your car in the rain. Water seeps in from the cracked holes and damages the bulb and other associated electrical parts.
• Car Brakes: Rain water moistens the brake drums which can cause lower braking efficiency. In order to avoid this, it is advisable to use the brake on and often. Keep the braked well-oiled so that in case of emergency, it is safe to skid a car to stop on slippery road.
• Car Interiors: Water may flow into the car’s interior and cause damage to the car mats, flooring, seat covers and even some of the electronic wirings that are fitted under the carpet. Apart from causing damage to the interiors, it will also create a bad odour. In order to prevent dampness and foul smell, replace the existing mats, covers and carpets with rubber and plastic mats. If possible roll a waterproof electrical tape on the wires to prevent any kind of short circuit in the car.
• Car Covers: Car covers also play a major role to prevent premature rusting of cars. Buy a waterproof car cover before the monsoon starts. When not in use, keep the car covered with the cover. This is because rain water causes most damage to the paint and chrome finish of the car. Try and look out for a cover that has roof vents. This will allow moisture and damp to escape from the car even if it is covered.

How To Get Rid Of Musty Smell From The Air Conditioner
If you experience that unpleasant musty smell from the vents when the air conditioner is turned on, you can try one of the odor treatment you can buy in your local auto accessories store. It kills the bacteria and removes that mildew smell. Simply spray into outside air intake vent (check directions on the can).  Clogged air conditioner drain tube, accumulation of leaves & other debris under the cowl cover also may cause damp mildew smell. Ask the mechanic to check it when you do your next oil change.

Tips to take care of yourself during monsoons

The cool showers are refreshing but they bring with them an increased susceptibility to a lot of diseases that are peculiar to the monsoon.

Diseases that spread during the season are basically water borne and gastrointestinal.

Typhoid, diarrhea and jaundice are common and so are diseases like malaria, chikunguniya and dengue caused by mosquitoes. Also one comes across cases of viral attacks and coughs and colds.

From the point of view of Ayurveda
The beginning and end of the rainy season are troublesome periods. The initial days of the monsoon can cause problems for the body because of the sudden transition from dry heat to humid rain-soaked days.

During summer
The body weakens due to the heat and it especially affects the digestion. This is further weakened during the rains due to the vitiation of vaata (one of the triads that govern physico-chemical and physiological activities of the body in a balanced state) and other doshas.

During monsoon
Intestinal functions along with the digestive system become weak, and thus the body is highly susceptible to any kind of infection. Therefore always eat light food.

Panchakola choorna (powder containing dried ginger, long pepper, root of long pepper, piper chava and leadwort), if used with food, is found to aid digestion. This choorna is available at many Ayurvedic stores.

To maintain normal digestive power
Take old barley, wheat and old rice along with meat and/or vegetable soup. Use honey liberally in your diet. If the days are cooler due to heavy rains, take a diet that is sour, salty and oily. These serve as an effective antidote to the vitiation of vaata during the rainy season.

Maximum infections during this season are water borne and hence do not drink water, which is not properly boiled and stored. Drinking water should be boiled at least for 10 minutes and properly filtered. It is best to drink warm water with the meals for easy digestion. Avoid consuming stale food. Remember to cook vegetables well and steam them properly to kill germs.

Diabetic patients need to take extra care of their feet during the monsoon season and should not walk barefoot since the soil almost turns into a reservoir for all types of germs during the rains. A sesame oil massage, especially for the feet is good for diabetics.

Asthmatic patients also need to take special care during monsoon and they should ensure that there is no accumulation and seepage of water in the vicinity of their residence since that will cause severe health problems. They should also ensure that fungus does not grow on wooden furniture and other articles like shoes and leather bags.

Living areas should be made mosquito-free. If water tends to stagnate in your locality or compound, sprinkle a few drops of kerosene or any vegetable oil on the water to check mosquito breeding.

Abstain from sleeping during the daytime; avoid drinking untreated water, and moving about in the sun after a spell of rain. Wear light and clean apparel and try to keep the rooms devoid of humidity.

Thus a little effort on your part coupled with care and caution can really help you enjoy this monsoon to its fullest.

As light is made up of a collection of many colors: red, orange, yellow, green, blue, indigo, violet. That is why a prism can take in white light on one side and produce its own mini-rainbow on the other side. To understand rainbows, you have to start by understanding what is happening inside a prism to let it separate white light into its colors.

A prism is a triangular piece of glass or plastic. To get it to produce a mini-rainbow, you allow a narrow strip of white light to fall on one face of the triangle, like this:

The dispersion of colors in a prism occurs because of something called the refractive index of the glass. Every material has a different refractive index. When light enters a material (for example, when light traveling through the air enters the glass of a prism), the difference in the refractive index of air and glass causes the light to bend. The angle of bending is different for different wavelengths of light. As the white light moves through the two faces of the prism, the different colors bend different amounts and in doing so spread out into a rainbow.

In a rainbow, raindrops in the air act as tiny prisms. Light enters the raindrop, reflects off of the side of the drop and exits. In the process, it is broken into a spectrum just like it is in a triangular glass prism, like this:

• Energy Boost: Bananas contain three natural sugars - sucrose, fructose and glucose combined with fiber. A banana gives an instant, sustained and substantial boost of energy. Research has proven that just two bananas provide enough energy for a strenuous 90-minute workout. No wonder the banana is the number one fruit with the world's leading athletes. But energy isn't the only way a banana can help us keep fit. It can also help overcome or prevent a substantial number of illnesses and conditions, making it a must to add to our daily diet.

• Nerves: Bananas are high in B vitamins that help calm the nervous system.
• Anemia: High in iron, bananas can stimulate the production of hemoglobin in the blood and so helps in cases of anemia.
• Depression: According to a recent survey undertaken by MIND amongst people suffering from depression, many felt much better after eating a banana. This is because bananas contain tryptophan, a type of protein that the body converts into serotonin, known to make you relax, improve your mood and generally make you feel happier.
• Blood Pressure: This unique tropical fruit is extremely high in potassium yet low in salt, making it perfect to beat blood pressure. So much so, the US Food and Drug Administration has just allowed the banana industry to make official claims for the fruit's ability to reduce the risk of blood pressure and stroke.
• Brain Power: 200 students at a Twickenham school (England) were helped through their exams this year by eating bananas at breakfast, break, and lunch in a bid to boost their brain power. Research has shown that the potassium-packed fruit can assist learning by making pupils more alert.
  
  

LEHRON SE TEJ

MAK BOAT XP a high premium diesel engine oil confirming to API CH – 4 for fishing trawler was launched by Bharat Petroleum Corporation Ltd.

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