Investment into Alternative Energy Research and Development

The US government must continue to back the expansion of the role of alternative energy research and development and its implementation by companies and homeowners. Although this writer believes in the reign of the free market and that “that government is best which governs least”, our current system has companies and people expecting federal backing of major initiative with direct investment, in the form of tax breaks, rebate incentives, and even direct central bank investment into the alternative energy industry.

The US and its citizenry need to invest all of the time and energy that they can spare to the conversion from a fossil fuel burning society to one that is green for several different reasons. The green economy will not harm the environment or the quality of our air like fossil fuel burning does. We can become the energy independent nation that we need to be by cutting away our need to import oil, especially oil that is produced by anti-American nations such as Iran. Ultimately, renewable energies and extremely efficient energies like atomic energy are far less expensive than the continuous mining and drilling for fossil fuels. If we do not invest in our future now, catastrophe awaits us. We are going to need to consume more energy than ever in our history as we sail into the 21st century and beyond—our dependency on foreigners for meeting these energy needs only leaves us open to sabotage while draining our coffers in order to fill other nations'.

It can be argued that federal, state, and local governments should work in conjunction on the issue of alternative energy research and development and implement mandatory programs for new home construction and all home remodeling that stipulate the installation of alternative energy power sources—eventually over a certain period of years transforming into 100% installation of alternative energy sources for any new home or corporate building—as well as backing a similar program to have all new vehicles produced in the nation be hybrid vehicles or hydrogen fuel cell powered vehicles by the year 2020. All levels of government could also impose mandatory compliance laws on construction and utilities companies. The utility companies in all 50 states should be required to invest in alternative energy research and development while also being required to buy back, at fair rates, excess energy produced by homeowners through their use of alternative energy power sources. Strong financial incentives need to be in place for new companies to invest in developing renewable energies. This would not only make the US energy independent at the fastest possible rate, but it would stimulate the growth of the economy and provide tens of thousands of new, good-paying jobs for people.

Alternative energy generation in the forms of solar, wind, hydroelectric, biofuel, geothermal, and atomic; alternative energy storage systems such as more efficient batteris and hydrogen fuel cells; and alternative energy-furthering infrastructures with superior energy efficiency all need to be brought into the affordable price range through development. Government investment into these matters would surely help us along.

University Research into Alternative Energy

Decades of tree and biomass research jointly conducted by Florida Statue University and Shell Energy have resulted in the planting of the largest single “Energy Crop Plantation” in the entire United States. This Plantation spans approximately 130 acres and is home to over 250,000 planted trees including cottonwoods (native to the area) and eucalyptus (which are non-invasive) along with various row crops such as soybeans. This organization of “super trees” was brought into being as a result of the University's joint research with other agencies including Shell, the US Department of Energy, the Common Purpose Institute, and groups of various individuals who are working to develop alternative energy sources (those not dependent on fossil fuels) for the future. This research is focused on the planting and processing of biomass energy supplies from fast-growing crops known as “closed loop biomass” or simply “energy crops”. The project seeks to develop “power plants” such as wood-pulp or wood-fiber providing plants; clean biogas to be used by industries; plants such as surgarcane which can be used for ethanol development; and crops such as soybeans for biodiesel fuel production.

University involvement in alternative energy research is also going on at Penn State University. At Penn State, special research is focused on the development of hydrogen power as a practical alternative energy source. The researchers involved are convinced that mankind is moving toward a hydrogen-fueled economy due to the needs for us to reduce air pollution and find other sources of energy besides petroleum to power up the United States. Hydrogen energy burns clean and can be endlessly renewed, as it can be drawn from water and crop plants. Hydrogen power would thus be a sustainable energy resource to be found within the US' own infrastructure while the world's supply of (affordable) oil peaks and begins to decline. The University seeks to help with the commercial development of hydrogen powered fuel cells, which would be usable in place of or in tandem with combustion engines for all of our motor vehicles.

When President Bush recently announced his alternative energy initiative, he determined that the government would develop five “Sun Grant” centers for concentrated research. Oregon State University has the honor of having been selected as one of these centers, and has been allocated government grants of $20 million for each of the next four years in order to carry out its mission. OSU will lead the way in researching alternative energy as it represents the interests of the Pacific Islands, the US' Pacific Territories, and nine western states. OSU President Edward Ray says, the research being conducted through OSU’s Sun Grant center will contribute directly to our meeting President Bush’s challenge for energy independence. Specific research into alternative energy being conducted at OSU by varios teams of scientists right now include a project to figure out how to efficiently convert such products as straw into a source of renewable biomass fuel, and another one aimed at studying how to efficiently convert wood fibers into liquid fuel.

Keyword Research That Works

On the internet, keywords are terms or words that

relate to particular topics. Keyword research will

involve various aspects, such as finding sales

oriented keywords or driving maximum qualified

users to increase their online sales.

Keyword research is the first step towards a

successful search engine optimization campaign.

You have to be very careful when selecting keywords,

as it can be very tricky to select targeted keywords

for a website.

The selection of keywords should always be based on

various aspects such as product names, services,

brands, or general terms. Often times, people forget

about targeting geographical terms when they have

global presence.

When doing keyword research, it's highly recommended

to do a very thorough market research analysis to

find the best keywords used by search engines to

find products and services online - and find out

what keywords are targeted by competitors who are

doing well in marketing on the internet.

The first step in finding the best keywords is to

make a list of the products, topics, and services

that you offer. You can also make good use of your

website logs to know which keywords have brought

you the traffic in the past.

Be sure to select keywords that clearly define your

business and products to drive traffic from the

search engines. There are some websites which get

high levels of traffic through general keywords

although they might not end up being sales.

Today, users of search engines are aware of how

they work, for searching products and services on

the net. Users always look for the better products,

locations, etc. Therefore, you should cover all

terms for each - products, locatins, etc.

There are numerous tools available which will help

you identify keywords that are suitable for search

engines. The challenge here, is to determine which

keyword is the best to generate traffic.

Research in Advertising

Research in advertising is done in order to produce better advertisements that are more efficient in motivating customers to buy a product or a service. The research can be based on a particular advertising campaign or can be more generalized and based on how advertisements create an effect on people’s mind. Lots of approaches are involved to go about conducting an advertising research like economical, psychological, demographical and sociological.

When designing an advertisement for a particular product many things should be researched like where it should be displayed, whether the advertisement can be printed in newspapers or magazines or broadcasted on television or radio or published on the Internet. Many methods are undertaken to collect relevant information. The research itself is of two kinds, syndicated and customized. Syndicated research is a single research done by the company that is available to other companies as well. Customized research is research based on certain criteria and is done for a particular company and its results are available to only that company.

Pre-testing or copy testing is a type of customized research that determines the in-market efficiency of an advertisement before it is released or before the final production. The more the pre-testing is done the more likely that it will be a successful advertisement and each pre-testing should be applied number of times. This can done by studying the level of attention the customers have, motivation, brand linkage, communication and entertainment. Flow of emotions and flow of attention are broken down and studied individually. The results are applied on the advertisement that is still being developed to recognize the weak points and replace them. A reliable feedback loop can guide the researchers, client and the agency to work in harmony. Tests should be applied during the storyboard stage of ad making. This is an early stage and the results are highly predictive. During this process images are selected and used as integrated campaign print ad.

Post-testing or ad tracking studies are either syndicated or customized. Studies are done over a period of time or continuously. The in-market research is done to understand a brands linkage, performance, awareness, and preference along with product attitudes and usage. They are done by, conducting interviews either on phone or Internet. Testing the finished advertisement provides the confidence and gives an idea whether it is following the strategy.

All the above studies should facilitate the client’s advertisement development make the end product easier to achieve. The study should contain rational information having not only surface knowledge but also provide deep in-sight that will open window to a customer’s mind. The customer, too, should provide precise information based on facts and not based on imaginary thinking and self-delusion. He should be able to explain the role of advertisement in the whole marketing plan. Working in vacuum doesn’t get the desired result.

The basis is to provide in-depth understanding about the consumers for improving on the advertisement techniques and other marketing decisions. The traditional methods of qualitative and quantitative techniques have been improved to analyze the information with good insight.

The rapidly changing likes and needs of the customers are difficult to track, but should be studied in order to increase the quality of advertisement. The changes are because of the huge number of options offered to them by the market.