Database Analysis Domain Integrity - 1117 Words

Unit 21 – M2 A - Explain domain integrity constraints 1. Domain integrity constraints in general Domain integrity helps database developers determine what values are valid for a particular column. The way that this process is enforced is by using standard procedures and rules during the database design phase. A domain definition can be used instead of data types in a column definition. This has the advantage that the same definition off data type, check ‘clauses’ and ‘default’ values can be used in many column definition and therefore those columns are guaranteed to have the same attributes. When functions are performed on the data the functions must ensure integrity. Examples of function are transforming the data, storing the history,†¦show more content†¦2. List-type constraints (lookups from your Unit 18-P4), what is their use, what effect do they have on a database (include a screenshot of a lookup from your own database) †¢ Check constraint A check constraint is a rule the identifies acceptable column values for data in a row within a SQL server table. Checks constraints help enforce domain integrity. Domain integrity produces an error message and the entire insert or updates operation will fail. †¢ Foreign key constraint Foreign key constraints can be used to define required relationships between and with tables. When a foreign key constraint is added to an existing column or columns in the tables SQL server, by default the process will check the existing data in the column to ensure that all values, except NULL, exist in the column(s) of the referenced primary key or unique constraint. †¢ Not null constraint A not-null constraint is a restriction placed on a column in a relational database table. It enforces the condition that, in that column, every row of the data must contain a value – it cannot be left blank during insert or updates operation will fail. 3. Format-type constraints, what is their use, what effect do they have on the database (include a screenshot of a lookup from your own database) From this screenshot below, we are able to understand that user can encounter the issue of formatting

Behavioral Genetics Free Essays

Multiple situations and conditions can impair or influence human behavior in individuals. My hypothesis was genetics has the strongest influence on human behavior because of the inability to have control over heredity. Without control, how can one improve or change their behavior? Mental disorders can be inherited through genetics. We will write a custom essay sample on Behavioral Genetics or any similar topic only for you Order Now Examples of genetically acquired mental disorders are schizophrenia and bipolar disorders. My personal experience with individuals with those particular types of mental disorders exhibit different behaviors that those without the disorder. The way one interacts with other and the perception of that individual by society can be influences by mental disorders . My hypothesis was slightly changed after reading the article â€Å"Behavioral Gentics† by Joseph McInerney . McInerney provided in depth research that alluded to the fact that genetics alone does not influence human behavior. He believes that unless every person is tested a definitive correlation between genetics and behaviors will not exist. (J. McInerney ‘Behavioral Genetics† 24Aug2011) In case studies, researchers only test a select few and this does not provide enough information to prove or disprove genetics behavioral influence. According to McInerney, there may be others factors that may be present in conjunction with genetics that may influence human behavior. Behaviors are â€Å"the response of an individual, group, or species to its environment† (Merriam Webster Dictionary). Genetics are â€Å"a branch of biology that deals wit h the heredity and variation of organisms† (MWD). Through definition; genetics is not a factor for behaviors. Genetics can be a factor, but does not necessarily have to be a controlling factor that influences human behavior. McInerney provided multiple sources of other studies that solidified his view. I made my hypothesis based on my personal experience of people with mental disorders that had a historyof mental illness in their family. I only had access to a minimal amount of people with this disorder and made an inference without proper investigation. After reading this research; I feel that my hypothesis was just an opinion that could be perceived as judgmental. I believe that the source was creditable site because it was a overnment website. I will not say that I agree or disagree with the information presented. The information was from one source. I would have to read every source that McInerney provided and research other sources that oppose McInerney findings. I learned that solely from reading someone else’s opinion that it affected and influenced my behavior. I am usually ve ry decisive when I formulate an opinion. Normally my opinion is never altered due to someone else’s input. I have learned that many people make inferences and consider themselves expertise without more information from other sources. How to cite Behavioral Genetics, Papers Behavioral Genetics Free Essays Heredity and the environment produce an individual difference in development. Behavioral genetics has an impact in development. Behavioral genetics according to Francis Galton is based on â€Å"a man’s natural abilities that are derived by inheritance, under exactly the same limitations as are the form and physical features of the whole organic world. We will write a custom essay sample on Behavioral Genetics or any similar topic only for you Order Now † The role of behavioral genetics is based on human behavior influenced by genetics and the environment. For instance, Galton focused on the study of inheritance of gifted and talented families, and found that intelligence might be genetic, yet he also found that it has a lot to do with environmental factors. Galton researched in behavioral genetics including studies of twins and adopted children to compare environmental factors and biological factors. While contemporary behavioral genetics being the largest branch of human behavioral genetics covers phenotypes such as alcoholism, bipolar disorders, and schizophrenia however, investigations have not yet found genes associated to these mental illnesses but are rather environmental. Behavioral genetics has implications in society that affects a massive amount of physical behaviors that includes homosexuality, aggression, and nurturing, and intelligence. For example, the amount of tolerance that a trait would fur goes for prisoners or homosexuals such as getting treatment or prevent the birth of individuals affected. The only known fact is that no gene determines behaviors. This was proved by a study published in 1999 of the â€Å"smart gene† this gene was practiced on mice by injecting what is known as the high gene, and the study came to a conclusion that the learning enhancement only lasted a few hours, and was only retain in short memory. Having a certain trait does not mean that the trait will develop instead it can only be taken as a chance that it might or may not. Behavioral genes is still quite a mystery but can not be elapsed because there are major possibilities that traits may exist. How to cite Behavioral Genetics, Papers Behavioral Genetics Free Essays Heredity and the environment produce an individual difference in development. Behavioral genetics has an impact in development. Behavioral genetics according to Francis Galton is based on â€Å"a man’s natural abilities that are derived by inheritance, under exactly the same limitations as are the form and physical features of the whole organic world. We will write a custom essay sample on Behavioral Genetics or any similar topic only for you Order Now † The role of behavioral genetics is based on human behavior influenced by genetics and the environment. For instance, Galton focused on the study of inheritance of gifted and talented families, and found that intelligence might be genetic, yet he also found that it has a lot to do with environmental factors. Galton researched in behavioral genetics including studies of twins and adopted children to compare environmental factors and biological factors. While contemporary behavioral genetics being the largest branch of human behavioral genetics covers phenotypes such as alcoholism, bipolar disorders, and schizophrenia however, investigations have not yet found genes associated to these mental illnesses but are rather environmental. Behavioral genetics has implications in society that affects a massive amount of physical behaviors that includes homosexuality, aggression, and nurturing, and intelligence. For example, the amount of tolerance that a trait would fur goes for prisoners or homosexuals such as getting treatment or prevent the birth of individuals affected. The only known fact is that no gene determines behaviors. This was proved by a study published in 1999 of the â€Å"smart gene† this gene was practiced on mice by injecting what is known as the high gene, and the study came to a conclusion that the learning enhancement only lasted a few hours, and was only retain in short memory. Having a certain trait does not mean that the trait will develop instead it can only be taken as a chance that it might or may not. Behavioral genes is still quite a mystery but can not be elapsed because there are major possibilities that traits may exist. How to cite Behavioral Genetics, Papers

The Ethical and Legal Standards of Capital Punishment

Table of Contents Introduction Death penalty and deterrence of crime Judicial errors The economic costs of death penalty Capital punishment and retribution Conclusion Reference List Introduction The use of death penalty has been debated by many legislators and policy-makers who find the most optimal solutions to different social problems. Various professionals attempt to determine whether capital punishment is an effective policy or a costly mistake.Advertising We will write a custom essay sample on The Ethical and Legal Standards of Capital Punishment specifically for you for only $16.05 $11/page Learn More This is the main issue that should be discussed in this paper. Overall, it is possible to argue that this policy should be abolished because it is not an effective method of crime prevention. This is the main thesis that should be illustrated. In particular, one can say that this policy does not deter people from committing felonies, especially h omicides. There is no relationship between such variables as capital punishment and the level violence in the society. Secondly, this form of punishment can pose a threat to innocent people who may be falsely convicted. Furthermore, the economic costs of this policy should not be overlooked because in many cases they are excessive. Yet, one should consider the arguments of people who support capital punishment. Much attention should be paid to the claim according to which death penalty is the only possible punishment for some crimes such as genocide or mass killings. These are the main questions that should be discussed more closely. Death penalty and deterrence of crime The supporters of death penalty argue that this policy can be viewed an effective deterrent of violent crime. To some degree, this argument is based on the premise that individuals always evaluate the positive and negative consequences of their decisions. Therefore, a person is less likely to commit a felony if he/s he knows that this action may lead to his/her death. The validity of this argument has been examined by many scholars. First, they note that many homicides do not entail capital punishment (Fagan, Zimring, Geller, 2006, p. 1803). For instance, one can mention the murder that can be committed in the state of emotional distress or intoxication (Fagan et al., 2006). Therefore, one should not include the statistical data about such felonies when speaking about the deterrent effects of capital punishment (Fagan et al., 2006). In turn, the use of this policy does not contribute the decline of homicides that are condemned by the community.Advertising Looking for essay on criminal law? Let's see if we can help you! Get your first paper with 15% OFF Learn More Among these felonies, one can mention the killings of police officers or children. The main issue is that the use of capital punishment does not deter such felonies (Fagan et al. 2006, p. 1803). Researchers have not foun d any evidence suggesting that the use or abolition of death penalty can influence the level of violent crime in the community. This is one of the details that can be identified. Furthermore, in many cases, the murders that are punishable by death do not involve premeditation or rational choice (Hance Kay, Larson Lewis 2013). In other words, a person does not always consider the consequences of his/her decision which is often spontaneous. These examples indicate that death penalty can deter crime in a society. So, it does not serve its intended purposes. Finally, it is critical to remember the level of violent crime in a community can depend on such factors as the economic situation in the country or unemployment levels, rather than the severity of punishment. This is one of the reasons why this form of penalty should be abolished by the state. Judicial errors Another limitation is the possibility of judicial error. The policy-makers should take into account that even the most impa rtial investigation can miss some crucial piece of evidence that can eventually exonerate a defendant. Additionally, one should not overlook the risks of biased attitude toward a person. In this case, much attention should be paid to such a problem as racial prejudices because they can affect the attitudes of legal professionals. So, in many cases, the outcome is strongly dependent on the accuracy of investigation or impartiality of jurors. In other words, there is always a risk of mistake that can take the life of a person and produce disastrous impacts on his/her relatives or friends. These arguments are supported by scholars who identify the shortcomings in the functioning of the criminal justice system. For instance, one can mention the research article written by Jean Blackerby; this author argues that at least one of ten people executed for a serious felony can be falsely convicted (Blackerby, 2003, p. 1179). In addition to that, DNA tests show that the results of many investi gations conducted in the past were inaccurate (Blackerby, 2003). Very often, people, who are placed on the death row, are exonerated. Yet, it is quite possible that this exoneration will come too late. This is the most crucial limitation of this policy.Advertising We will write a custom essay sample on The Ethical and Legal Standards of Capital Punishment specifically for you for only $16.05 $11/page Learn More Moreover, one should not forget that the outcome of trials strongly depends on the competency of defense attorneys. They are able to shape the opinions of judges or jurors and identify the limitations in the arguments of prosecutors. However, some people may not afford the services of such professionals. Therefore, it may be more difficult for them to defend their rights in the court. Therefore, it is not possible to disregard the role of social and economic inequalities can create additional difficulties for many people. Additionally, one can sa y that life imprisonment can be a better solution because it reduced the risk of fatal mistakes. The economic costs of death penalty Apart from that, it is important to speak about the economic costs of death penalty. To illustrate this problem, one can look at such a state as California which has to spend millions on the maintenance of death row inmates (Hance et al. 2013). In contrast, the government spends a lesser amount money on people who are sentenced to life imprisonment (Hance et al. 2013). This is one of the points that can be made. One should also bear in mind the executions of death penalty are often delayed. Sometimes, these people can stay on the death row for more than a decade. This policy is critical for eliminating the risk of a judicial error. Many of the inmates can die of natural causes, but the government has to spend more money for the needs of these people (Hance et al. 2013). In the long term, these practices can result in billion dollar expenditures (Hance et al. 2013). Thus, life imprisonment can be a more reasonable solution that legislators need to consider. Furthermore, capital punishment trials are usually more expensive than life-without-parole cases (Hance et al. 2013). Therefore, one can say that the use of death penalty is very expensive, and these costs are not justified. This issue should also be considered by policy-makers because they need to make the most efficient use of tax-payers’ money. Admittedly, economic considerations are not closely related to ethical and judicial questions. However, they form an important part of governmental policies. Capital punishment and retribution However, there are some arguments that can be advanced in support of death penalty. They are based on the premise that a punishment should be proportionate to the crime committed by a person (Finkelstein, 2003, p. 12). For instance, it is not possible to compare the felony committed in the state of emotional distress and the cold-blooded murder of a child. Moreover, one can mention mass killings of people.Advertising Looking for essay on criminal law? Let's see if we can help you! Get your first paper with 15% OFF Learn More Therefore, under some circumstances, capital punishment can be viewed as the only possible retribution that should be imposed on a criminal. This is one of the justifications for practicing capital punishment. Moreover, one should not forget about the experiences of victims’ relatives who may believe that death penalty is the only means of restoring justice (McKee Feather, 2008). Additionally, there are situations when the accusations are based on numerous testimonies, video recordings, or other materials leave virtually no room for doubt. The advocates of death penalty can mention such people like Anders Breiwik or Timothy McVeigh who killed more than two hundred people. There are no extenuating circumstances that can be used by defense attorney. Therefore, the advocates of capital punishment can refer to these cases in order to justify this policy. Moreover, one should not forget about such crimes as genocide or ethnic cleansings (Black, 1999). The sentences that were pass ed during the Nuremberg Trials have not been disputed even by the opponents of capital punishment. These are the cases showing that the validity of a death penalty cannot be fully dismissed since there are situations when this form of punishment seems the only possible response of a society to the crimes of a person. Certainly, these situations can be viewed as rare exceptions but they should not be disregarded. Nevertheless, these cases do not justify the use of a death penalty by the society. It should be kept in mind that people, who perpetrate such horrible crimes, may not be deterred by the possibility of capital punishment. The behavior of such individuals cannot be controlled or manipulated. In many cases, they accept the possibility of this outcome. This is one of the details that should be considered. Therefore, one cannot refer to exceptional situations in order to justify the effectiveness of capital punishment. Such an approach can lead to the adoption of laws which may harm people. This is one of the pitfalls that should be avoided. Conclusion Overall, this discussion suggests that the ethical and legal standards of capital punishment still remain a subject of heated debates. Yet, the examples presented in this paper show that the use of this penalty is not effective for the prevention of crimes such as homicide. Moreover, one should not suppose about the costs of these policy. Finally, it is vital to remember about the possibility of a judicial error. Therefore, it is not reasonable to continue this policy. There are certain exceptional cases that can be used to justify the effectiveness of capital punishment. Yet, these exceptions are not sufficient for justifying this policy. More likely, this strategy can victimize many innocent people. Reference List Black, P. (1999). Do circumstances ever justify capital punishment? Theological  Studies, 60(2), 338-345. Blackerby, J. (2003). Life after death row: Preventing wrongful capital convictions and restoring innocence after exoneration. Vanderbilt Law Review, 56(4), 1179-1226. Fagan, J., Zimring, F., Geller, A. (2006). Capital Punishment and Capital Murder: Market Share and the Deterrent Effects of the Death Penalty. Texas Law Review 84(7), 1803-1867. Finkelstein, C. (2002). Death and retribution. Criminal Justice Ethics, 21(2), 12-21. Hance, B., Kay, K., Larson, J., Lewis, V. (2013). Death of the death penalty? An examination of California’s capital punishment system. Journal Of Legal Issues Cases In Business, 10(2), 10-21. McKee, I. R., Feather, N. T. (2008). Revenge, retribution, and values: Social attitudes and punitive sentencing. Social Justice Research, 21(2), 138-163. This essay on The Ethical and Legal Standards of Capital Punishment was written and submitted by user The Hunter to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

The Indispensable Get

The Indispensable Get The Indispensable Get The Indispensable Get By Maeve Maddox I’ve been amusing myself lately by eavesdropping on people, listening for the use of the word get. I’ve concluded that get is as necessary to English speakers as the verb to be. The most common synonyms for the verb get are receive, obtain, and buy: I get the daily paper. (receive) Next month I will get my first raise in salary. (obtain) He got a 45† television set at the auction. (bought) In his sonnet â€Å"The World is Too Much With Us† Wordsworth uses get in the sense of â€Å"to accumulate wealth†: The world is too much with us; late and soon, Getting and spending, we lay waste our powers; The verb get has so many additional meanings that I wonder how ESL learners sort them all out. For example, used with the preposition on, get can have at least four different meanings: How are you getting on with your studies? (managing, progressing) Sallie gets on with her mother-in-law. (has a good relationship) At 93, Mr. Biggs is really getting on. (becoming older) Stop obsessing about the past and get on with your life. (continue) Here are a few more uses of get: Don’t get so nervous when you have an interview. (become) How do you get to Carnegie Hall? (reach, arrive at) I can’t get used to your new hairdo. (become accustomed to) So he mispronounced your name; get over it. (forget it, let it go). Now that everyone is in town, let’s get together for dinner. (meet) I know that losing your best friend is difficult, but you’ll get through it. (survive, overcome) I want my neighbor to get rid of his vicious dog. (dispose of) She’s trapped in a dead-end job and wants to get out. (escape) We hope to get away this weekend. (travel, go somewhere else) I’ve tried and tried to master algebra, but I just don’t get it. (understand) Then there are the imperatives with get: Get busy! Get a move on! (Hurry up.) Get lost! (Stop bothering me and go away!) And these two, which have different meanings according to the context: Get out! Get out of here! These expressions can mean â€Å"go away, leave my presence,† as in â€Å"Get out! I never want to see you again,† or â€Å"Get out of here! The dam is about to burst.† Or they can be slang expressions of disbelief: â€Å"You pay only $600 a month for an apartment in Manhattan? Get out of here!† Listen for get in your own speech for a day. You may be surprised by how often you use it. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Expressions category, check our popular posts, or choose a related post below:70 Idioms with HeartWhat's a Male Mistress?Woof or Weft?

Human Geography - an Overview (Cultural Geography)

Human Geography - an Overview (Cultural Geography) Human geography is one of the two major branches of geography (versus physical geography) and is often called cultural geography. Human geography is the study of the many cultural aspects found throughout the world and how they relate to the spaces and places where they originate and then travel as people continually move across various areas. Some of the main cultural phenomena studied in human geography include language, religion, different economic and governmental structures, art, music, and other cultural aspects that explain how and/or why people function as they do in the areas in which they live. Globalization is also becoming increasingly important to the field of human geography as it is allowing these specific aspects of culture to easily travel across the globe. Cultural landscapes are also important because they link culture to the physical environments in which people live. This is vital because it can either limit or nurture the development of various aspects of culture. For instance, people living in a rural area are often more culturally tied to the natural environment around them than those living in a large metropolitan area. This is generally the focus of the Man-Land Tradition in the Four Traditions of geography and studies human impact on nature, the impact of nature on humans, and peoples perception of the environment. History of Human Geography Human geography developed out of the University of California, Berkeley and was led by Carl Sauer. He used landscapes as the defining unit of geographic study and said that cultures develop because of the landscape but also help to develop the landscape as well. In addition, his work and the cultural geography of today is highly qualitative rather than quantitative - a main tenant of physical geography. Human Geography Today Today, human geography is still practiced and more specialized fields within it such as feminist geography, childrens geography, tourism studies, urban geography, the geography of sexuality and space, and political geography have developed to further aid in the study of cultural practices and human activities as they relate spatially to the world.

The Differences Between Microsoft IIS Server, Apache Web Server, and Research Paper

The Differences Between Microsoft IIS Server, Apache Web Server, and Other Web Server Hosting Applications - Research Paper Example Web server stores web pages (contain graphics, text, and multimedia) written using mark up language, and they serve static content across the network to a client’s computer web-browser program. The browser and the server communicate using HTTP. A web server provides essential services across the network to both the private users within organizations, or to public users through the internet, and manages network resources. This is usually based on client-server computing, whereby the client represents the user’s workstations, which acquire services from the server. Web servers contain the following components; platform (computer hardware, network operating system, and software), software (receives and processes requests for documents), and information. There is a variety of web servers; this includes Apache HTTP server, Internet Information Services, Lighttpd, Sun Java System Web Server, Apache Tomcat, Xitami, Zues, and Jigsaw server. They possess an IP address, and a dom ain name, both of which are used for request, retrieval, and sending of information to clients and other servers (Yeager, McGrath, 1996). Microsoft IIS Server IIS is Microsoft’s web server, which runs under versions of windows 2000, 2003, and 2008. IIS describes different servers and services responsible for transferring files, supporting user communication, and publishing information. IIS is composed of five components handled by a number of service hosts. It has HTTP capabilities added to the windows operating system and supports the worldwide publishing services, protocols such as FTP service, Network News Transfer Protocol (NNTP) service, and SMTP service for e-mail. Its operating system supports .NET applications, and it allows efficient addition of internet capabilities that weave directly into the organizations infrastructure (Jones, Brown, 2003). Advantages of IIS IIS improves the performance for both static and dynamic pages. Stability is guaranteed in terms of prote ction of individual processes so that problems with clients or third party application do not result in slowing down or crashing the entire system. IIS enables users to run different applications using the browser, without installation of special software. IIS applications are compatible with a variety of browser software and operating systems, and provide a familiar development environment and model. It provides reusability of components through the ease of access of web classes from subsequent web classes. IIS prevents non-malicious scripts from modifying files through its expanded set of authentication methods, hence guaranteeing security. The IIS has a variety of features including application health monitoring, dynamic content caching (reduces CPU overhead), process isolation (enables assigning applications to different pools), and improved logging. IIS is multithreaded. Disadvantages of IIS The IIS is designed to work under the windows environment only hence limiting its funct ionality, IIS limits users to HTTP only while using Windows XP and Windows server 2003. There are overhead costs incurred in terms of purchasing the product, and installation. Apache Web Server Apache is a program that runs under a suitable multitasking operating

BURGER KING CASE STUDY Term Paper Example | Topics and Well Written Essays - 1250 words

BURGER KING CASE STUDY - Term Paper Example Experts suggested that the campaign was a clear indicator that Burger King was the favorite burger of the Americans. This is because consumers ate Whopper more often than the other products. The campaign also doubled Whopper sales in the quarter that ended on December 2007. The burger also got a replica of Whopper at Madame Tussauds in the same year. The campaign was able to reach both the old and the young. It was also well received by the advertising and branding experts (Faheem 3). The Pros and Cons of Using Viral Marketing Campaigns to Promote a Product Consumers are capable of spreading online information about services and products to their peers through forwarding e-mail through viral marketing campaigns. Because the information spreads very fast and through the online medium, it cannot be obstructed by geographical boundaries. Therefore, it has the ability to reach many potential customers within a very short time (Dekimpe, Gijsbrechts, and Wuyts 257). Viral marketing assists a business to remain afloat in the competitive business world through a strategy that is easy to incorporate in a defined buyer-society and empower the unattached audience with marketing tips, guidance, and training. The word of mouth idea strengthens the peer-to-peer recommendation of the service or product. It also assists the business to get revenue from local interest in the scheme (Borade 1). There are possible risks linked with the use of viral marketing campaigns. When the message spreads like a virus over the internet, it is difficult to gain control of the process again. Furthermore, because the customers are free to spread any message, it is impossible to control the message they are writing to their peers. When consumers are unable to edit the message, they are less likely to spread the message thus making the campaign ineffective. If the process of spreading the messages gets out of control, it may cause logistical issues such as high costs and slowing down of the Web s ites (Dekimpe, Gijsbrechts, Wuyts 261). Thus, the process can be costly to the company if gets out of control. Factors That Resulted In the Success of the Whopper Freakout Campaign The success of the Whopper Freakout campaign can be asserted by the innovative advertising campaigns that Burger King had run back in the late 1950s. The most successful of all the campaigns was the 1974 â€Å"Have it Your Way† campaign, which motivated customers to order a burger the way they preferred it. In the following years, the fast food company has launched a number of innovative and unconventional campaigns that assisted Burger King in increasing its visibility among the target customers and promote its products. Another factor that can be attributed to its success is the fact the campaign featured a viral marketing website, which was composed of the videotaped consumer reactions. The campaign was also backed by other promotional components such as print, online ads, and TV advertisements. A reputable company CP + B. designed the advertisements (Faheem 3). The Whopper Freakout campaign generated a lot of interest among the target consumers who consisted of the technology savvy youngsters and it quickly spread by the word-of-mouth marketing (Faheem 3). In other words, the campaign made people start talking about the products as they even spread through the internet. Word-of-mouth marketing puts the brand directly into the conversations among