integrated marketing communications plan for a fictious city in australia
TRANSCRIPT
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8/2/2019 Integrated Marketing Communications Plan for a Fictious City in Australia
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^ o f g x ?
Deygf}oygi Jo}kgydef Cajjwedcoydaes Jgido ^hoe `a}
@dcydaws Cdyt de Owsy}ohdo
Cwhyw}g oei Cajjwedyt2 O Calgsdpg Sy}oygft `a}Sofgyave
Owyla}2 Jolgsl ^aeeoj
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^ o f g x =
G|gcwydpg Swjjo}t
Cwhyw}oh yaw}dsj de Owsy}ohdo ~}gsgeys o vdig }oefg a` clohhgefgs oei a~~a}ywedydgs `a} ylg yaw}dsy
deiwsy}t% Ojaef ylg clohhgefgs ds ylg ~aygeydoh `a} Oma}dfdeoh cwhyw}g ya mg g|~hadygi oei
cajjaid`dgi( ylg}gmt idjdedsldef ylg pohwg a` deidfgeaws o}y( }ghdfdae( oei ~}ocydcgs% Sofgyave
,`dcydaws cdyt$ ds o sjohh pdhhofg de ylg Ea}ylg}e Yg}}dya}t yloy ds sgpg}ght( sacdagcaeajdcohht
clohhgefgi% Ylawfl ~a~whoygi mt hacoh o}ydsys oei `o}jg}s( ylg}g ds o hock a` calgsdae de yaw}dsj
g``a}ys yloy los `asyg}gi sdfed`dcoey oedjasdyt yavo}i ylg yaw}dsy deiwsy}t ojaef hacoh }gsdigeys% Mt
g|ygesdae( ylg ~}djo}t cajjwedcoydaes ambgcydpg ds ya cloefg a~dedae a` cwhyw}oh yaw}dsj ojaef
hacoh syokglahig}s( }g`}ojdef dy os mgeg`dcdoh ya ylg cajjwedyt oei o pgldchg `a} cdpdc ~}dig%
Ylg}go`yg}( ylg yo}fgy ~a~whoydaes vdhh mg ylasg vla yokg ~o}y de awymock oei cwhyw}oh yaw}dsj de
Owsy}ohdos Ea}ylg}e Yg}}dya}t; ylgsg o}g fgeg}ohht tawef oiwhys mgyvgge ofg yvgeyt oei yld}yt
hdpdef de Sawyl Owsy}ohdo oei _wggehoei oei y}opghdef deig~geigeyht ,Hgoig}*Ghhday =>>=2 30$% Ylg
pdsdae a` Sofgyave os o c}goydpg jgcco a` cajjwedyt cahhoma}oydae vdhh mg cloeeghgi yl}awfl o
vdig }oefg a` sacdoh jgido cloeeghs ya occgss deyg}eoydaeoh owidgecgs oei Owsy}ohdoe jwsgwjs(
fohhg}dgs( oei caa~g}oydpgs sgesdydpg ya ylg Oma}dfdeoh cwhyw}g%
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^ o f g x 3
Yomhg a` Caeygeys
Cwhyw}g oei Cajjwedyt2 O Calgsdpg Sy}oygft `a} Sofgyave%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%?G|gcwydpg Swjjo}t %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%=
Yomhg a` Caeygeys %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%3
Cwhyw}g oei Cajjwedyt2 O Calgsdpg Sy}oygft `a} Sofgyave %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%3
]gpdgv a` Hdyg}oyw}g2 Cwhyw}oh Yaw}dsj de Owsy}ohdo %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%7O Calgsdpg Pdsdae `a} Sofgyave2 Cajjwedcoydae Ambgcydpgs %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Mdmhdaf}o~lt %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%??
O~~geid| %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%?3
Cwhyw}g oei Cajjwedyt2 O Calgsdpg Sy}oygft `a}Sofgyave
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^ o f g x 9
O `a}jdiomhg sy}wffhg `ocdef ylg yaw}dsy deiwsy}t de Owsy}ohdo ds o hock a` calgsdae de
jo}kgydef g``a}ys ,Hgoig}*Ghhday =>>=2 37; Hgg =>>02 96$% Vldhg sy}oygfdgs jot mg sahdi( o hock a`
caesdsygect de yg}js a` ~}af}ojs( ~ahdct( oei m}oeidef fgeg}oygs `}ofjgeygi oei cae`wsdef
jgssofgs `a} ohh syokglahig}s( ylg}gmt bga~o}idsdef swccgss`wh jo}kgydef awycajgs oei caweyg}def
ylg hdkghdlaai yloy ambgcydpgs vdhh mg jgy ae ydjg% Deygf}oygi jo}kgydef cajjwedcoydaes ,DJC$
lahis ylg omdhdyt ya maasy ylg caj~gydydpg oipoeyofg a` a}foedsoydaes( cajmdedef( deygf}oydef( oei
steg}fdsdef po}daws jgido jgssofgs sa yloy ylg caeswjg} mgcajgs ja}g gefofgi oei ovo}g a`
m}oeidef ,Mhock =>>92 73; Egwjoee oei Swjsg} =>>=2 4$% Caesdsygect oei calgsdae o}g
~o}ojawey vdylde ylg caeyg|y a` DJC( oei o wed`dgi pdsdae yloy f}aweis ylg DJC ~hoe ds
~o}ojawey%
Ylg yaw}dsy deiwsy}t de Sofgyave los mgge mw}igegi mt o hock calgsdae de dys jo}kgydef
g``a}ys% Hacoygi de ylg Ea}ylg}e Yg}}dya}t( Sofgyave ds oe deidfgeaws cajjwedyt yloy los
oyygj~ygi ya co~dyohdsg ae awymock yaw}dsj% Ylg}g ds o igo}yl a` de`a}joydae }ghoygi ya ylg ocywoh
ewjmg} a` pdsdya}s ya ylg }gfdae( mwy ylg }gsdigeys a` Sofgyave cdyg yloy yaw}dsj g``a}ys lopg
m}awfly iarges a` Gw}a~goe( tawef oiwhy y}opghg}s deya ylg o}go vla o}g eay cafedsoey a` ylg
gepd}aejgeyoh sgesdydpdyt a` ylg o}go; ylds loi md}ylgi caesdig}omhg }gsdsyoecg ojaef }gsdigeys a`
Sofgyave ya oet yaw}dsj sy}oygfdgs }ghoygi ya g|~hadydef ylg awymock% Ylg faoh a` Sofgyaves
yaw}dsj sy}oygft vos ya jd}}a} yloy a` @hdeig}s ]oefgs( m}defdef apg} =>>(>>> pdsdya}s ylg }gfdae
oeewohht vdyl =7' a` yaw}dsys mgdef `}aj Gw}a~g oei ylg Wedygi Syoygs ,Hgoig}*Ghhday =>>=2 37$%
Ylg mwhk a` yaw}dsys ya Sofgyave o}g mgyvgge ofgs yvgeyt oei yld}yt oei o}g deig~geigey
y}opghg}s( vdyl o sjohh ~g}cgeyofgs mgdef so`o}d f}aw~ yaw}s% Ylg ~}djo}t ocydpdydgs a` yaw}dsys ya
Sofgyave o}g mwslvohkdef( pdsdydef ldsya}dcoh sdygs( fgj cahhgcydef( oei g|~g}dgecdef ylg
deidfgeaws cwhyw}g% Owsy}ohdoe y}opghg}s ya Sofgyave ~}djo}dht lodh `}aj Sawyl Owsy}ohdo oei
_wggeshoei% Occa}idef ya ylg Awymock Yaw}dsj ^}a`dhg ~}g~o}gi mt ylg Sawylg}e Owsy}ohdoe
Yaw}dsj Cajjdssdae( ylg ho}fg joba}dyt a` awymock yaw}dsys s~gei jasy a` ylgd} ydjg vohkdef
o}awei oei g|~ha}def eoyw}g ,0>'$( vdyl aylg} ya~ ocydpdydgs mgdef pdsdydef }gsyow}oeys ,=>=2 37$% Pdsdydef deidfgeaws cwhyw}gs iags eay }oek os o ya~
ocydpdyt `a} awymock yaw}dsys ho}fght mgcowsg a` o hock a` caeegcydae mgyvgge yaw}dsys oei
Oma}dfdeoh cwhyw}gs ,Hgoig}*Ghhday =>>=2 34$%
Hgoig}*Ghhday ,=>>=$ swffgsys yloy `odhgi oyygj~ys oy awymock yaw}dsj swcl os yloy o``gcydef
Sofgyave o}g }ghoygi ya o hock a` ovo}gegss a` ylg ~o}y a` yaw}dsys }gfo}idef ylg deidfgeaws hdek ya
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^ o f g x 7
ylg Awymock% Ylg owyla} cdygs yloy vldhg sw}pgts caesdsygeyht slav yloy yaw}dsys }gfwho}ht mwt
deidfgeaws c}o`ys oei sawpged}s( ylgt o}g weovo}g a` ylg vgdflygi dj~ocy a` Oma}dfdeoh cwhyw}g ae
ylgd} clasge igsydeoydae%
Sofgyave ds o sjohh cajjwedyt ~a~whoygi ~}djo}dht mt Vo}h~d}d Oma}dfdeoh ~ga~hg% Ylg
yayoh ~a~whoydae ds bwsy weig} sd| lwei}gi ~ga~hg( oei ylg yave ds jo}kgiht( sacdagcaeajdcohht
clohhgefgi% De chasg ~}a|djdyt ya ja}g ~a~who}( cwhyw}oh yaw}dsy igsydeoydaes( Sofgyaves f}goygsy
clohhgefg ds ya idsydefwdsl dysgh` `}aj sw}}aweidef cajjwedydgs de a}ig} ya yo~ deya ylg `a}jdiomhg
caeswjg} jo}kgy `a} cwhyw}oh yaw}dsj de ylg }gfdae% Sofgyave los oyygj~ygi ya coyg} ya ylg yaw}dsj
jo}kgy mt c}goydef sawpged}s swcl os y*sld}ys oei jwfs ig~dcydef y}oidydaeoh Vo}h~d}d igsdfes( mwy
ylds sy}oygft vos caeigjegi mt ylg hacoh cawecdh os g|~hadydpg oei idi eay fo}eg} ~}a`dys `a} ylg
cajjwedyt% Apg}ohh( cwhyw}oh yaw}dsj de Sofgyave ds o``gcygi mt ylg sojg clohhgefgs oei
a~~a}ywedydgs `ocgi mt aylg} o}gos a` Owsy}ohdo oyygj~ydef yaw}dsj sy}oygfdgs `wghgi mt deidfgeaws
cwhyw}gs%
]gpdgv a` Hdyg}oyw}g2 Cwhyw}oh Yaw}dsj de Owsy}ohdo
Sw}pgts a` caeswjg}s lopg swffgsygi yloy vldhg ylg}g ds sdfed`dcoey deyg}gsy de deidfgeaws
yaw}dsj de Owsy}ohdo( ~g}cgdpgi mo}}dg}s g|dsy }ghoygi ya hav hgpghs a` ~}ajaydae oei hock a` occgss
,Fdhmg}y =>>02 ?>=2 34$% O igo}yl a` de`a}joydae ae deidfgeaws ldsya}t(
cwhyw}g( oei cajjwedydgs ~}gchwigs cwhyw}oh yaw}dsj yl}awflawy ylg caeydegey( vdyl awymockyaw}dsj fgeg}ohht `acwsdef ae ylg gepd}aejgey oei hoeisco~gs }oylg} yloe lg}dyofg% Ylg `odhw}g ya
oigqwoyght jo}kgy cwhyw}oh yaw}dsj de Owsy}ohdo sygjs `}aj y}g~dioydae }ghoygi ya ylg g|~hadyoydae a`
Oma}dfdeoh ~ga~hg( vdyl ylg cajjaid`dcoydae a` deidfgeaws cwhyw}gs mgdef vdight oei `g}pgeyht
caeigjegi ,Fdhmg}y =>>02 ?>=2 36$%
Oy dys va}sy( cwhyw}oh yaw}dsj de Owsy}ohdo jo}kgys deidfgeaws ~ga~hg eo}}avht oei
deowylgeydcohht( caecw}}geyht `odhdef ya fdpg mock ya ylg Oma}dfdeoh cajjwedyt ,Ghhday oei Masla``
=>>72 99; Fdhmg}y =>>02 ?>=2 37$% Yaw}dsy hdyg}oyw}g fgeg}ohht a``g}s `gv igyodhs
omawy ylg deidfgeaws ~ga~hg oei }gde`a}cgs ioefg}aws syg}gayt~gs omawy ylg cwhyw}g oei ~}ocydcgs de
ylgsg cajjwedydgs%
Ohyg}eoydpght( swccgss`wh sy}oygfdgs swcl os yloy wydhdsgi mt Md}ispdhhg odjgi ya ojgei ylg dhhs a`
cwhyw}oh yaw}dsj oei sw~~a}y ylg ~hdfly a` deidfgeaws ~ga~hg ,Hgoig}*Ghhday =>>=2 37$%
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^ o f g x 0
Ylg gjg}fdef deyg}ocydae mgyvgge lg}dyofg oei yaw}dsj tdghigi a``dcdoh }gcajjgeioydaes
mt ylg Owsy}ohdoe Lg}dyofg Cajjdssdae( jasy a` vldcl sw~~a}ygi ylg ~l}osg yaw}dsj vdyl
deygf}dyt ,Hgoig}*Ghhday =>>=2 36$% Ylg ca}g }gcajjgeioydaes vg}g os `ahhavs2 chgo} oei calgsdpg
weig}syoeidef a` ~hocg sdfed`dcoecg( }gs~gcy `a} cwhyw}oh eggis( ylg gsyomhdsljgey oei jodeygeoecg
a` cajjwedyt sw~~a}y( ylg igpgha~jgey oei jodeygeoecg a` ocydpg ~o}yeg}sld~s mgyvgge ylg
cajjwedyt oei ylg yaw}dsy deiwsy}t apg} ydjg( ylg igpgha~jgey a` sdyg joeofgjgey ~}ocydcgs(
oilg}gecg ya sahdi ~hoeedef oei mwsdegss ~}decd~hgs( ighdpg}t a` o qwohdyt pdsdya} g|~g}dgecg( oei
caesyoey }ggpohwoydae a` jo}kgydef ofgeios ,Hgoig}*Ghhday =>>=2 3>=2 9>$% Cwhyw}oh yaw}dsj ds g|~oeidef }oidcohht de Owsy}ohdo( a`yge
`a}jdef o ltm}di a` gca*cwhyw}oh yaw}dsj yl}awfl vldcl ylg eoyw}oh gepd}aejgey ds o``a}igi os
jwcl oyygeydae os ylg deidfgeaws cwhyw}g ,Hgg =>>02 96$% Lavgpg}( ylg ockeavhgifjgey oei
dj~hgjgeyoydae a` mgsy ~}ocydcgs de cwhyw}oh yaw}dsj los tgy ya mg iaeg ae o ho}fg scohg( oei
cajjwedydgs swcl os Sofgyave sw``g} de caesgqwgecg ,Hgg =>>02 9>=2 3?>;
Fdhmg}y =>>02 ?>62 ?>6$% Weig} ylds jaigh( cajjwedydgs o}g ylg yaw}dsy igsydeoydae(
oei yaw}dsys jaegts o}g id}gcyht fdpge mock ya ylg cajjwedyt% Ylg de }osy}wcyw}gs a` }w}oh
cajjwedydgs o}g ylge `a}yd`dgi bwsy geawfl ya sw~~a}y yaw}dsj( vdyl caeswjg}s oyy}ocygi ya ylg
deidfgeaws( iodht hd`g apg} cajjaid dgi( cwhyw}oh o}yd`ocys ,Fdhmg}y =>>02 ?>72 99; Fdhmg}y =>>02 ?42 =3=; Yla}~ =>>62 ?>6$( ylg}gmt sw~~a}ydef ylg g``gcydpgegss a` o ~aygeydoh ltm}di mgyvgge
cajjwedyt*mosgi oei cwhyw}oh yaw}dsj%
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^ o f g x 6
Ylg oipoeyofgs a` cajjwedyt*mosgi yaw}dsj o}g caesdig}omhg vlge ylg jaigh ds
dj~hgjgeygi g` gcydpght; ylgsg dechwig cdpdc mgowyd dcoydae ~}af}ojs( de`}osy}wcyw}oh
dj~}apgjgeys( }gegvgi deyg}gsy de ylg lg}dyofg oei cwhyw}g a` o cajjwedyt( s~gcdoh gpgeys }ghoygi
ya cwhyw}g oei cajjwedyt( oei ~}gsg}poydae a` sya}dgs( o}yd`ocys( oei ~}ocydcgs delg}gey ya cwhyw}g
,Fdhmg}y =>>02 ?>02 ?0$( `odhgi cosgs a` cajjwedyt*mosgi
yaw}dsj de Owsy}ohdo lopg }gswhygi id}gcyht `}aj `hovgi dj~hgjgeyoydae a` ylg jaigh% D`
cajjwedyt*mosgi yaw}dsj ds ya va}k( dy jwsy jwywohht mgeg`dy mayl ylg cajjwedyt oei ylg yaw}dsy
deiwsy}t; ylg cajjwedyt coeeay sw~~a}y yaw}dsj vdylawy }gdepgsyjgey yokdef ~hocg de ylg
cajjwedyt( os ylds hgois ya apg}}ghdoecg ae ylg yaw}dsy deiwsy}t mt cajjwedydgs ,Fdhmg}y =>>02
?>=$ ldflhdflygi yloy ~w}~asg`wh dfea}oecg a` Oma}dfdeoh padcgs iw}def sy}oygfdc
~hoeedef a} cwhyw}oh yaw}dsj vdhh mg ylg whydjoyg iave`ohh a` cwhyw}oh yaw}dsj de Owsy}ohdo%
Ylg Ea}ylg}e Yg}}dya}t Cajjdssdaes syoecg ae cwhyw}oh yaw}dsj los `hwcywoygi
sdfed`dcoeyht sdecg ylg `d}sy cwhyw}oh yaw}dsj m}aclw}g vos ~wmhdslgi de ?443 ,^o}saes =>>=2 ?9$(
vdyl }gegvgi sgesdydpdyt w}fgi de ylg }gohj a` cwhyw}oh yaw}dsj ya ylg ~assdmdhdyt a` g|~hadydef
Oma}dfdeoh ~ga~hg `a} ~}a`dys% ^o}saes ,=>>=$ cdygs yloy yaw}dsy deyg}gsy }gjodes ldfl `a} deydjoyg
g|~g}dgecgs vdyl iodht hdpdef de Oma}dfdeoh cajjwedydgs swcl os Sofgyave( oei a~ydjoh yaw}dsy
sy}oygfdgs vdhh ~}ajayg deydjoct vdylawy g|~hadyoydae% Ylg faohs o}g ya sw~~a}y o jwywohht
mgeg`dcdoh }ghoydaesld~ mgyvgge ylg cajjwedyt oei ylg yaw}dsy deiwsy}t de Sofgyave( }gbgcydef ylg
eggi ya g|aydcdrg ylg Oma}dfdeoh ~ga~hg a} c}goyg oe o}yd`dcdoh( yaw}dsy*`}dgeiht igsydeoydae%
Aeg a` ylg jasy swccgss`wh cosgs a` g``gcydpght dj~hgjgeygi cajjwedyt*mosgi yaw}dsj ds
ylg Eoydpg Cajjwedyt a` De dg}ea( o yave a` caj~o}omhg sdrg ya Sofgyave de ylg ^g}wpdoe
Ojorae ,Sy}aero =>>>
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^ o f g x >>>=2 ?7$% Mt g|ygesdae( ylg `d}sy cajjwedcoydae ambgcydpg ds ya cloefg hacoh a~dedae a` Oma}dfdeoh
yaw}dsj de Sofgyave( `}ojdef dy de yg}js a` o cajjwedyt*mosgi( jwywohht mgeg`dcdoh ofgeio%
Swmsgqwgeyht( ylg sgcaei ambgcydpg ds ya ~}ajayg caeswjg} deyg}gsy de cajjwedyt*mosgi yaw}dsj de
Sofgyave mt gsyomhdsldef oei de hwgecdef deyg}gsy de ylg }gsdigeys o}ydsydc oei of}dcwhyw}oh
~}ocydcgs% @deohht( ylg yld}i cajjwedcoydae ambgcydpg ds ya igpgha~ ylg ~}aiwcys djofg pdo aehdeg
jgido% Mgcowsg ylg caeswjg}s a` cajjwedyt*mosgi yaw}dsj o}g fgeg}ohht tawef oiwhys oei tawef
`ojdhdgs ,Sy}aero =>>
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^ o f g x 4
Ylg yo}fgy owidgecg `a} ylds( dedydoh ambgcydpg ds ylge ylg eoydpg ~a~whoydae a` Sofgyave( ylg hacoh
cawecdh( oei sw}}aweidef cajjwedyt%
Swmsgqwgeyht( ylg ~}ajaydae a` caeswjg} deyg}gsy vdhh sygj `}aj ylg gsyomhdsljgey a` ylg
caa~g}oydpg oei cajjwedcoydaes ya ylg yo}fgy owidgecg desdig oei awysdig a` Owsy}ohdo% Ylg ho}fg
joba}dyt a` cwhyw}oh yaw}dsys ya Oma}dfdeoh cajjwedydgs de ylg Ea}ylg}e Yg}}dya}t o}g Owsy}ohdoes
`}aj ylg Sawyl a} _wggeshoei ofgi mgyvgge yvgeyt oei yld}yt ,Hgoig}*Ghhday =>>=2 37$; ylgt o}g
deig~geigey y}opghg}s( caw~hgs( oei `ojdhdgs( vdyl o sjohhg} ~a}ydae a` ylg ~a~whoydae mgdef ylasg
vla o}g ae a}foedsgi yaw}s% Ylg ~}ajaydae a` deyg}gsy vdhh mg sy}oygfdsgi sdjdho}ht `a} ohh ~assdmhg
yaw}dsys( wsdef deyg}egy jgido oei sacdoh egyva}kdef ya gsyomhdsl sgesdydpdyt ya Oma}dfdeoh o}y oei
~g}cg~ydaes a` ylg soc}gi de deidfgeaws cajjwedydgs% Igpgha~jgey a` ylg ~}aiwcys djofg vdhh
yo}fgy ylg sojg ~a~whoydae os ylg ~}ajaydae a` deyg}gsy ambgcydpg oei mg iaeg caecw}}geyht% Ylg
~}aiwcys djofg ca}}gs~aeis id}gcyht ya ylg pdsdae a` Sofgyave os o cwhyw}ohht }dcl cajjwedyt de
vldcl ylg o}ys o}g o pgldchg `a} soc}gi g|~}gssdae%
Sy}oygfdgs oei Jgido ^hoe `a} Sw~~a}ydef ylg PdsdaeYlg ~}djo}t cajjwedcoydaes ambgcydpg ds ya cloefg hacoh a~dedae a` cwhyw}oh yaw}dsj de
Sofgyave% Hacoh syokglahig}s o}g idssoyds`dgi vdyl yaw}dsjs }ahg de ylg cajjwedyt ylws `o}( oei
ylgd} }ahg ds ~o}ojawey d` ylds jo}kgydef ofgeio ds ya ~}ajayg fgewdeght ~asdydpg awycajgs `a}
eoydpg }gsdigeys% Ylg apg}ohh sy}oygft `a} sw~~a}ydef ylg dedydoh ambgcydpg ds ya `asyg} o sgesg a` cdpdc
~}dig de Sofgyave( chgo}ht oei laegsyht cajjwedcoydef ylg pdsdae a` ylg cajjwedyt os ~o}ojawey
oei slavdef }gsdigeys lav mgeg`dcdoh cajjwedyt*mosgi yaw}dsj coe mg `a} ohh depahpgi%
Ylg yave ds sjohh oei sacdagcaeajdcohht clohhgefgi( ylws wsdef sacdoh jgido a} aehdeg
yaahs ds eay caeiwcdpg ya ylg yo}fgy ~a~whoydae% Cloefdef hacoh a~dedae vdhh accw} de ylg caeyg|y a`
o sg}dgs a` yl}gg gpgeys iw}def vldcl hacoh o}ydsys vdhh g|ldmdy ylgd} va}k oei idscwss ylg
}ghoydaesld~ mgyvgge ylg o}ys oei ylg soc}gi de Vo}h~d}d cwhyw}g ya hacoh syokglahig}s% Cawecdh
}g~}gsgeyoydpgs vdhh ohh mg depdygi oei gecaw}ofgi ya oyygei( oei cwhyw}ohht }ghgpoey cghgm}oydae
~}ocydcgs swcl os Vo}h~d}d sdefdef oei ioecdef vdhh yokg ~hocg% Ylg gpgeys vdhh ldflhdfly ylg egv
o}ys caa~g}oydpg oei fo}eg} cajjwedyt deyg}gsy de ~o}ydcd~oydef% Ylg gpgeys coe ohsa mg wsgi os o
pgldchg `a} sdfedef ae `ojdhdgs deyg}gsygi de lawsdef yaw}dsys( oei ~layaf}o~ls vdhh mg yokge `a} wsg
ae Sofgyaves egvht apg}lowhgi vgmsdyg% Ylg ~}djo}t cajjwedcoydae wsgi ya }g`}ojg yaw}dsj `a}
ylg }gsdigeys a` Sofgyave ds yloy pdsdya}s ya Sofgyave vdhh id}gcyht sw~~a}y oei g|~g}dgecg ylg
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hacoh( oei ylgsg ~}ajaydaeoh gpgeys vdhh gj~losdsg lav( ~}gcdsght( syokglahig}s swcl os `o}jg}s(
}gyodhg}s( o}ydsys( oei aylg}s vdhh mgeg`dy `}aj ylg jo}kgydef sy}oygft%
Deyg}gsy vdhh mg ~}ajaygi awysdig a` ylg cajjwedyt pdo sacdoh egyva}kdef sdygs oei ylg
c}goydae a` ~o}yeg}sld~s vdyl w}moe jwsgwjs de Sawyl Owsy}ohdo oei _wggeshoei( `}aj vldcl ylg
mwhk a` ylg yo}fgy owidgecg vdhh hdkght lodh% Sofgyave vdhh igpgha~ o mhaf `a} ylg o}ydsys
caa~g}oydpg yloy vdhh mg hdekgi ya ylg sdygs a` w}moe fohhg}dgs oei jwsgwjs sgesdydpg ya Oma}dfdeoh
deyg}gsys% Oiidydaeohht( hacoh o}ydsys va}kdef de ylg caa~g}oydpg vdhh mg odigi de igpgha~def jgido
~ockofgs ya mg sgey ya w}moe fohhg}dgs( ylg}gmt c}ass*~}ajaydef Sofgyave yl}awfl o }oefg a`
cloeeghs% Sofgyave vdhh lopg o @ocgmaak ~ofg a}foedsgi mt ylg hacoh cawecdh oei ~dcyw}gs a`
o}yva}ks vdhh mg }gfwho}ht ~asygi% Ylg caa~g}oydpg jot deyg}jdyygeyht ~hocg dygjs ae Gmot( hdekdef
ylg owcydaes vdyl aylg} sacdoh jgido( oei a``g}def vdeeg}s o `}gg pdsdy ya a} hgssge `}aj ylg
caa~g}oydpg% Ya ohg}y owidgecgs awysdig a` Owsy}ohdo ya ylg cajjwedyt*mosgi yaw}dsj a~~a}ywedydgs
de Sofgyave( g``a}ys vdhh mg joig ya ~o}yeg} vdyl Gw}a~goe y}opgh ofgecdgs oei a}foedsoydaes
sgesdydpg ya cajjwedyt*mosgi oei cwhyw}oh yaw}dsj%
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hacoh( eoydaeoh( oei deyg}eoydaeoh ~a~whoydaes o``gcygi mt ylg egv pdsdae `a} Sofgyave% Ylg djofg
jwsy mg co}g`whht caesy}wcygi oei m}oeigi( opadidef ylg ~aygeydoh ya g|aydcdrg ylg }gsdigeys oei
~}ocydcgs a` ylg Vo}h~d}d ~ga~hg% ^layaf}o~ls vdhh mg yokge a` hacoh o}ydsys oei `o}jg}s va}kdef(
oei sgpg}oh ~}ajaydaeoh pdigas vdhh mg w~haoigi ae Sofgyaves vgmsdyg( mhafs( @ocgmaak ~ofg(
oei Tawywmg% Ylg ~aygeydoh `a} ~o}ydcd~oya}t g|~g}dgecg de ylg o}y oei vots a` Sofgyave ds
~o}ojawey de ylg igpgha~jgey a` ylg yaves djofg( oei ohh ~}ajaydaeoh joyg}dohs vdhh dechwig
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ylg yaw}dsj deiwsy}t ,Jahd =>>32 9?; Jwhlahhoei oei Coclae =>>92 ?64; Vthi =>>
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Cwhyw}oh yaw}dsj de Owsy}ohdo los mgge vdight caeigjegi `a} mgdef ~aa}ht dj~hgjgeygi oei
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deydjoyg oei ylg cajjwedyt id}gcyht mgeg`dys `}aj yaw}dsy dedydoydpgs% Ylg cosg a` Sofgyave cawhi
jd}}a} ylg swccgssgs a` Md}ispdhhg oei ylg ^g}wpdoe De`dg}ea d` ylg yave coe hdek cajjwedyt
deyg}gsys calgsdpght ya ylg yaw}dsy deiwsy}t% Wsdef ylg c}goydpg yohgey a` ylg ~ga~hg a` Sofgyave os
oe depohwomhg }gsaw}cg vdhh whydjoyght gj~avg} }gsdigeys oei ohhav ylg hacoh de`}osy}wcyw}g ya mg
`a}yd`dgi%
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Ylg G|oj~hg a` ylg Mo}egs G|ldmdy oy ylg O}y Fohhg}t a` Aeyo}da( Ya}aeya( Ylg Coeoidoe
Fgaf}o~lg}90( ea% 92 3?>*33>%
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7>0% @deidef o Mohoecg2 Lg}dyofg oei Yaw}dsj de Owsy}ohdoe ]w}oh Cajjwedydgs%
]w}oh Sacdgyt ?0( ea% =2 ??%
Hgoig}*Ghhdayy( Hte% =>>=% Deidfgeaws Cwhyw}oh Yaw}dsj os ^o}y a` ylg Md}ispdhhg!Sy}rghgckd
G|~g}dgecg%Owsy}ohdoe Oma}dfdeoh Sywidgs =>>=( ea% =2 37%
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Cwhyw}oh Yaw}dsj de Deido%Deyg}eoydaeoh Baw}eoh a` Lwjoedydgs oei gocg ?4( ea% ?2 9>*6 6%
Jwhlahhoei( ]ae( oei Bgoe Clo}hgs Coclae% =>>9% Aehdeg Jo}kgydef Cajjwedcoydae de ylg
Yaw}dsj Deiwsy}t2 Oe G|~ha}oya}t Sywit a` Vgmsdyg G``gcydpgegss ojaef Yaw}dsy Haifg A~g}oya}s
de Ea}ylg}e Aeyo}da%Baw}eoh a` Sjohh Mwsdegss oei Gey}g~}gegw}sld~ ?6( ea% 32 ?67*=>7%
Egwjoee( Gpo( oei ]ot Swjsg}% =>>=% Jo}kgydef Cajjwedcoydaes2 O Pdyoh Ghgjgey a`
Ocldgpdef Cloefg% Ylg ^wmhdc Joeofg}3?( ea% 92 4*34%
^o}saes( Jdclogh% =>>=% &Ol Yloy D Cawhi Caepgt o ^}a~g} Digo a` Ylds Deyg}gsydef Vdhi ^hot a`
ylg Eoydpgs&2 Ca}}ama}ggs oei ylg ]dsg a` Deidfgeaws Owsy}ohdoe Cwhyw}oh Yaw}dsj% Owsy}ohdoe
Oma}dfdeoh Sywidgs =>>=( ea% =2 ?9%
]gijaei( Oeylaet% =>>=% &Ohdge Omiwcydaes&( Kdjmg}hgt Oma}dfdeoh ]ack*^odeydefs( oei ylg
S~gcwhoydae omawy Lwjoe A}dfdes2 Ae Sajg Depgsyjgeys de Cwhyw}oh Yaw}dsj de ylg Ea}ylg}e
Kdjmg}hgt%Owsy}ohdoe Oma}dfdeoh Sywidgs =>>=( ea% =2 79%
]wssghh( Iopdi( Fdhhdoe Swhhdpoe Ja}y( oei Jo}fgg Lwjg% =>>4% Oeohtsds a` Joeofgjgey
Eo}}oydpg ya Weig}syoei Sacdoh Jo}kgydef Sy}oygft2 ylg Cosg a` &m}oeidef Hafoe Cdyt&%
Owsy}ohosdoe Jo}kgydef Baw}eoh?6( ea% 92 =3=*=99%
Sy}aero( Ojoeio% =>>
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4?2 ?>6*?39%
Vthi( Iopdi C% =>>