I'm Oleg Sof, your beauty hope and luster cream shampoo for soft, glamorous, caress-able hair Bring you our Miss Brooks starring Eve Arden Our Miss Brooks teaches English at Madison High School And what with the overcrowded classrooms and a rather rigorous schedule has had a pretty busy time during the past semester But not busy enough evidently to suit Mr. Osgood Conklin, Madison's beloved warden, a principal Just recently Mr. Conklin organized a school banking system And who do you think was selected for the honor of handling this noble project at no increase in salary? Well, it wasn't Barney Baruch I've had to take care of all the records single-handed. Oh, I'm not complaining I think it's admirable for people to be saving and frugal, especially if you've got something to frugue, a save But I didn't count on the complications that set in last week It seems that after school Thursday, I had $25 of the student's money in the envelope Which I placed on the dresser in my room at Mrs. Davis's I intended to deposit it Friday morning and had asked Mrs. Davis to wake me at the usual time I was sleeping very heavily when she knocked on my door Connie? Oh, Connie? Connie, are you in there? No, I'll be back in 15 minutes Connie, you've got to get up Why? To go to school I graduated from school a long time ago Well, not such a long time ago Before you do anything else, dear, I want you to see the surprise I've got for you here in this box In this box? Go on, open it, Connie Well, I don't understand, Mrs. Davis. It isn't my birthday or anything Why, it's a dress Oh, you shouldn't have done it, Mrs. Davis Oh, sure I should have No, you shouldn't Yes, I should I bought it with practically found money Found money? Yes, I found it on your dresser yesterday I knew that you'd left it for me to cover the back rent you owe But frankly, Connie, I didn't expect it so soon and so... Mrs. Davis Yes, Connie You shouldn't have done it But why not? Don't you like the dress, Connie? Sure I like the dress, I love the dress But will the district attorney care for it? District attorney Well, don't you see, Mrs. Davis, that wasn't my money I was going to deposit that for the students And today also happens to be the day Mr. Conklin inspects my bank records That is a coincidence, isn't it? Yeah, the happiest coincidence Since Frankenstein met the Wolfman Look, I know you meant well and I hate to hurt your feelings, but really... Oh, you won't hurt my feelings, Connie I'm a lot like my sister Angela that way She just refuses to harbor bad thoughts That's very nice, Mrs. Davis But from what you've told me about Angela Sometimes she doesn't harbor any thoughts at all Yes, she is terribly absent-minded, poor dear But sometimes that's for the best What's for the best? What's for the best for who? If you'll punch my transfer, I'd like to get off here You see, Mrs. Davis, I've got a big problem today That money that paid for that dress didn't belong to me It didn't I've already told you, Mrs. Davis, it was part of the student's savings Oh, Connie, then you shouldn't have done it I didn't do it, you did it Ignorance of the law is no excuse This is terrible Let's see that box again Oh, you got the dress at Sherry's department store Maybe they'll take it back and refund the money You see, Connie, I thought you left the money for the back rent you owe I know you did, Mrs. Davis, and I appreciate the thought more than I can tell you But if you'll excuse me, I've got to get ready now Walter Denton's picking me up in a few minutes Oh, did you have another accident with your car, Connie? Just a slight collision with a new Hudson, Mrs. Davis What happened? Well, you know the ad they have Hudson, the car you stepped down into Yes Well, this one I drove down into Do you know how to get to Sherry's department store, Walter? I've got to stop there for a minute Oh, sure, Miss Brooks, I'll get you there in no time By the way, how do you like the car today? The car? Oh, it looks fine, Walter I polished all four fenders the other day Well, I'm sure that'll improve the appearance of... What fenders? You haven't got any fenders on the car at all Of course not, they're home in my garage I only put them on weekends Weekends?  Don't think of offhand, Walter Just keep it under your hat Keep what under my hat? The information you're going to worm out of me by the time we get to Sherry's Oh, well, what is the information? It's about the school banking system Oh, how that? I know that's a big pain in the neck to you but that's nothing to get depressed about Gosh, did you see the papers this morning? No, I didn't get a chance Well, you ought to read the story in the bulletin How that'd cheer you up It's all about a woman in Bezler stealing $19,000 from the Federal Trust Company and they just gave her ten years in the clink I feel better already Oh, she didn't even get a chance to spend any of the dossium bezels I guess honesty is the best policy after all Which I'd taken out a policy like that And writing the same paper as another story that'd make you glad just to be working at school, Miss Brooks It's about conditions in the state reformatory for women No good, huh? Deplorable Oh, they make the poor inmates mop the floors all day long and if they haven't got any mops which they usually don't have because they're so short of everything why then the women have to mop the floors with their hands How awful Oh, here's the store wall to drive up in the back, will you? That's the quickest way to get to the basement Basement? Certainly, that's where they keep the mops, isn't it? Let's see now, adjustment offers, this must be it I beg your pardon Come in, come in, you're my very first adjustment today So now, won't you miss, uh... Brooks, Constance Brooks How do you do, Miss Brooks? I'm Mr. Pearson, would you like a cigarette? No thanks, I'm in kind of a... A cup of coffee? No, I've got to get to school pretty quickly Good for you There's nothing I like better than a nice punctual pupil Pupil? This interview may not be as unpleasant as I anticipated I'm not a pupil, Mr. Pearson, I'm a teacher at Madison High But the reason I dropped in here is to return a dress someone bought for me Well, you know the motto of Cherries, don't you? If you're not satisfied, we cheerfully refund your money That's what I've heard And that's what we do Now then about this dress, you don't like it? Yes, I do, I like it very much But it doesn't fit quite properly Well, I can't be certain about that, because frankly, I didn't even... In the color Oh, you don't like the color I think the color is peachy I see, and so it clashes with your complexion You don't understand, I just can't keep the dress I've got to get the money back Well, that's what we're here for In Cherries, your money is cheerfully refunded She'd stop being cheerful and start refunding Now then, first of all, we must have a valid basis for adjustment Tell me, how did you find out that the material in this garment is inferior? Inferior? I didn't find out that The sales lady told you, didn't she? Miss Morgan Miss Morgan? So, you know her? Well, there's no sense trying to shield her, Miss Brooks I knew there was a leak somewhere We'll have a loyalty check in the morning Look, somebody bought me this dress with money that... Well, it shouldn't have been spent Why not, Miss Brooks? Don't answer that I know, it was counterfeit money Young woman, I'm surprised at you Surprised and shocked Now, just a minute, Mr. Pearson There was nothing wrong with the money Mrs. Davis paid for this dress So, Mrs. Davis paid for the dress Miss Brooks, what are you doing with this dress? Miss Brooks, what are you doing with Mrs. Davis' dress under your arm? I know, I know You couldn't afford the dress yourself, but you needed money So, when you saw it lying there on Mrs. Davis' bed You couldn't resist the temptation You picked it up and brought it here for a refund Oh, you poor, Miss Sky did preach Miss Sky really runs the gamut Listen, Mr. Pearson, Mrs. Davis is my landlady She bought me a dress for a present in this store yesterday Well, why didn't you say so, Miss Brooks? You see, yesterday we had our final clearance sale of ladies' dresses And of course, in a closeout of that sort, there can never be any refund What? But remember, anything else you buy can be returned within 60 days And Sherrys will cheerfully... Refund your money Well, that's just dandy And the next time you have a sale, be sure and get in touch with me Yeah, I'll be glad to Where can we reach you? Just drop into any post office You'll find my number under my picture Well, Miss Brooks, starring Eve Arden will continue in just a moment But first, here is Vern Smith Ladies, what's your complexion problem? My skin's so dingy Mine's oily My skin's dull, coarse-looking Doctors have proved that many complexion problems respond wonderfully To proper cleansing with palm-olive soap Regardless of age, skin type, or previous beauty care Oily skin looks less oily Dull, drab skin fresher and brighter Coarse-looking skin appears finer Even tiny blemishes incipient blackheads disappear or improve To win such complexion improvements, simply use palm-olive soap Nothing but palm-olive, the way doctors advise Wash your face with palm-olive soap three times a day Massage with palm-olive's wonderful beauty lather for 60 seconds each time To get its full, beautifying effect Then rinse Look for improvements in your complexion within 14 days For remember, 36 doctors, leading skin specialists Advise this way for 1,285 women with all types of skin Young, old, dry, oily, normal And proved it could bring lovelier complexions to 2 out of 3 So forget all other beauty care Use palm-olive soap the way these doctors advised For a fresher, brighter complexion For loveliness all over, use big, thrifty bath size palm-olive In your tub or shower Well, Sherry's department store lived up to its reputation By refunding the dress and cheerfully keeping my money In a way, it's a good thing I had the extra dress with me Because when we got to school, I stepped out of Walter's car And right through the hem of the dress I had on Well, knowing I had to face Mr. Conklin, I felt pretty panicky It's bad enough to have your spirits dragging Without having your hem down there too But I finally hit on a pretty good scheme Between classes, I dropped into the domestic science room To have my old dress patched up and to try and sell a new one Excuse me, Miss Atterbury, but I wonder if you could help me out Oh, it's Miss Brooks. Well, come in, dear. What can I do for you? Well, I tore the hem of this dress I've got on I'd like to get it fixed up I'll do whatever I can Some of these sewing machines are in pretty bad shape There's one old singer here that hasn't worked for weeks That's too bad. Maybe you could teach him to dance Or sew the seam by hand Let's see that hem now Pretty bad rip. Take quite a while to fix it Well, then maybe I'd better slip on this other dress till you're done I'll just step behind this screen here and take this one off There. You got it? Yes, I'll start stitching it up right away Good. I'll certainly appreciate it, Miss Atterbury Well, I've got this one on How do you like it? Why, it's lovely, Miss Brooks I wish I had one like it You have, Miss Atterbury I've decided this dress is not my type, so you're welcome to it For $25? Only $25? That's a steal, Miss Brooks Let's use another word, shall we? Now, if you'll excuse me, Miss Atterbury I've got to get over to Mr. Conklin's office All right, Miss Brooks, and I'll have your other dress all fixed when you come back Then we'll try the new one on me Of course, I weigh 186, but I hope I can get into it Just have the $25 ready. You'll get into it Oh, one thing, Miss Atterbury Yes? I'm gone. Try and lose a few pounds Now, see here, Harriet, just because you're my daughter doesn't give you the privilege of taking time off from your study period As principal of this school, I must... But, Daddy, it'll only take a minute I just want your permission to withdraw $3 from my school savings account I've just got to have a new sweater Harriet, it distresses me to hear you talk this way Why do you realize that it's invariably a craving for unnecessary finery that is the basis for most of the crimes committed by women? But, Daddy! Just this morning, there was a story in the paper about a woman being held as an embezzler And do you know what her alibi was? She needed clothes I tell you, it's a disgrace what this civilization is coming to Show me a well-dressed girl who has only a moderate income And I'll show you an embezzler Good morning, Mr. Conklin Oh, good morning, Miss Brooks I see we have on a new dress Oh, is yours new too? This is sort of new It, uh, well, yes Hello, Harriet Hi, Miss Brooks Run along, Harriet I have some important matters to discuss with Miss Brooks All right, Daddy We'll take my matter up later on, huh? Dismissed, girl Yes, sir Now then, Miss Brooks, have you brought all the student banking records with you? Well, not exactly all of them, Mr. Conklin Then how many? None of them You see, I wanted to double-check some of the items before you and I did the final recap and, uh... What are you trying to tell me, Miss Brooks? Oh, I'm not trying to tell you anything, Mr. Conklin The less the better You see, there's one more deposit I've got to make today before the record's tally Very well, Miss Brooks, I'll wait until lunch period Well, have a long lunch period, Mr. Conklin It may take me quite a while To do what, Miss Brooks? To start a pyramid club See you later, Mr. Conklin Oh, you did a wonderful job on my old dress, Miss Atterbury I suppose you try on this new one All right, Miss Brooks, but I'm so much heavier than you I hope I can get it on Oh, you'll get it on easily I have to smear you with butter Now, off of the old And on with the new Lift your arms That's a good girl Now, down over your shoulders Fine Past your waist Good Now, past your... There Oh, it fits you like a glove, Miss Atterbury Feels like I'm standing in the pinky We'll close the zipper along the side The zipper? All right It won't move Oh, nonsense, take a deep breath Now hold it Oh, there we are When can I breathe out?  Nothing much The zipper just returned to at ease You know, that's what I like about this dress, Miss Atterbury It brings out the real you God, I love you I guess we will have to alter it a little But if you'll just give me that $25 now I'd like to go a minute, Miss Brooks I don't know if I want to buy this dress right now Here, let me take another deep breath The latest thing, plunging neckline You know, the fashion experts say that necklines are going further south every year I know Of course, this one's on its way to Mexico City I'm sure the dress can be made to fit you And I'm sure it can't, Miss Brooks We just weren't made for each other Help me get it off, will you? All right, Miss Atterbury But you're overlooking a great buy After all, breathing isn't everything There you are, Miss Brooks I've got an idea Why don't you dye the dress? Dye it? What color? Flash color Then you wouldn't have to worry about the zipper No, I guess not Oh, there's the lunch period I've got to hurry over to Mr. Boynton's laboratory Oh, did Mr. Boynton invite you to lunch, Miss Brooks? That's why I've got to hurry He's just going to Hello, Mr. Boynton I'm glad I caught you before you went to lunch Hello, Miss Brooks I'm not going to the cafeteria today I brought a couple of sandwiches to eat right here Would you like one of them? Oh, I don't know, Mr. Boynton I don't like to take your... I'll go ahead, Miss Brooks They're very good Well, thanks And they're only 30 cents a piece Here's 15 I'll just eat the bottom half You know, I really should be in Mr. Conklin's office Right now with the school banking records But frankly, I'm...   Do you think you could ever love an embezzler? I never have What's this all about, Miss Brooks? Oh, well, let's forget it Let's live for today Eat, drink, and be merry for tomorrow we die Here's another 15 cents Give me the top of that sandwich Are you sure everything's all right, Miss Brooks? Oh, let's not talk about it, Mr. Boynton Tell me, why are you eating in the lab? Cutting down on expenses? Well, sort of I've been a little short all month You too? Well, I'll be solving it again this afternoon Mr. Conklin's buying a sport jacket of mine It's one that was sent to me for Christmas and he just insists on my selling it to him It says he wants to wear it to the faculty masquerade ball next month Masquerade ball? What kind of a jacket is it? Well, it's green suede, Mr. Conklin's going his robin hood Oh, he's a natural What's he giving you for it? About $25 Gee, I'm glad I dropped in today It's good to see you, Mr. Boynton Well, thanks, Miss Brooks What are you going to wear to the masquerade, Mr. Boynton?  Let me unwrap it for you Now tell the truth, Mr. Boynton Who always wins the grand prize at fancy dress affairs? Men who dresses women Men who dresses women? You're so right, Mr. Boynton Now take your jacket off I don't want that Now that's a good boy Just slip this dress on for size Oh, but Miss Brooks, I'll never be able to get into it This adabery could get into it You can get into it Now come on, right over your head Just straighten it out There I feel ridiculous, Miss Brooks Why, it looks lovely on you, Mr. Boynton And I'm going to let you have it very reasonably But it's so tight Naturally it's tight now But that's easily corrected It'll fit you perfectly when you've got the proper foundation garment on Foundation garment? Oh, excuse me, Walter and I We're just… Oh, hi, Miss Brooks Hello, Harriet, Walter We were… Who was your friend? What a bill! Walter, please It's Mr. Boynton Mr. Boynton? I'm just trying on a masquerade costume Oh, I see Well, the reason we were looking for you, Miss Brooks Was to tell you that Daddy wants to go over those school savings records right away I know he does, Harriet But I haven't been able to make a certain deposit yet However, as soon as I sell this dress to Mr. Boynton Oh, I'm afraid I can't buy this, Miss Brooks It's just not my type of costume Oh, but Mr. Boynton, it looks… Wait a minute, Miss Brooks If Mr. Boynton doesn't want the dress Maybe my mother will buy it I know she's been saving up for one Really, Harriet? Do you think she'd like it? Well, I think so Would you mind modeling it for me, Mr. Boynton? Modeling it? You know, walk up and down with your hand on your hip I had to do that once when I first joined a fraternity This is absurd, I… Please, Mr. Boynton Just a few steps Well… A pretty girl is like a man… There you are, Miss Brooks Oh, hello, Mr. Conklin Hi, Mr. Conklin Hello, Mr. Conklin Hello, Miss Boynton Now then, Miss Brooks I have been expecting… Mr. Boynton I was just trying it out for size, Mr. Conklin I know this is a biology laboratory But what kind of an experiment is this? Oh, it's just the masquerade, Mr. Conklin I don't want to hear any more about it I presume you still haven't prepared the school savings record yet No, I haven't, Mr. Conklin Well, I'll be tied up for the rest of the day But bring them to my home immediately after school And they'd better balance Let's see now, where were we? Oh, yes She will leave you and then… You'll just take this chair by the desk, Miss Brooks We'll check these columns of figures Oh, before you do, Mr. Conklin There's something I'd like to explain You see, when you add them all up, they don't… I'm sure I'm mentally equipped to add a column of figures, Miss Brooks Six, six, eight, or fourteen, nine, twenty, twenty, seven Excuse me, I was good Please, Martha Can't you see I'm trying to do some work here? Well, I just want to talk to Miss Brooks for a minute Well, go ahead, but be quiet about it Yes, dear Come over here, Miss Brooks I see you're wearing the dress, Mrs. Conklin How do you like it? Oh, I like it, fine How much did you say it was worth? Twenty-five dollars Oh, good You'll never guess where I keep my money, Miss Brooks Not in the school savings bank, I hope No, it's in the sugar bowl I'll go and get it for you, Miss Brooks Miss Brooks, come here this instant Yes, sir Hurry, Mrs. Conklin Now, sit down, Miss Brooks I've added these figures very carefully Three times And I still get the same total I know there's twenty-five dollars missing You knew? That's what I was trying to explain, Mr. Conklin You see, that was the money I didn't deposit But why not? Well, it was used for something else Something else? But that was a sacred trust, Miss Brooks How could you do such a thing? Why, that's an awful... Pardon me, I was good But I've got to talk to you There's twenty-five dollars missing from the sugar bowl I... Dict... Dict... From the sugar bowl? Only you and I knew that money was there, Osgood Well, you see, dear, my check isn't due for two weeks And I... I want that money, Osgood I want it now But she wants the dough, Osgood And she wants it now, see What? Well, I mean, not just anyone can play in the sugar bowl You've got to be invited by the Southern Conference Of course, this year the Rose Book I'll get it Good afternoon, Miss Brooks Hello, Mr. Boyden Well, here's that jacket, Mr. Conklin I must say it's a good buy for only twenty-five dollars Jacket? I meant to call you about that, Boyden I've decided against buying anything for myself I want to surprise Mrs. Conklin with a little gift A new dress Surprise! How much is this dress, my dear? Twenty-five dollars I just happen to have that amount on me Here you are, my dear Thanks, here you are, my dear Thanks The books are now balanced Oh, just a minute, Mr. Conklin Let me have fifty cents of that money Here you are, Mrs. Conklin But, Miss Brooks, what's the fifty cents for?  Dream girl, dream girl Beautiful luster cream girl You owe your crowning glory to A luster cream shampoo And now, once again, here is our Miss Brooks Well, after the records were straightened out Friday afternoon Mr. Conklin gave me the money and told me to be sure and deposit it the following morning This time I didn't leave it on my dresser I put the twenty-five dollars in an old pair of galoshes in the hall closet I slept until almost ten o'clock Saturday morning And was just getting out of bed when Mrs. Davis came in Oh, glad you're up, Connie I thought that was the cutest thing You thought what was the cutest thing, Mrs. Davis?  You didn't take that money and buy me another dress Of course not, Connie I bought you a lovely leather briefcase to keep the student's savings in Well, there's only one way out Get me a needle and thread A needle and thread? What are you going to do? What can I do? I'll sew some sleeves on it and sell it to Mrs. Conklin And one other Our Miss Brooks show brought to you by Pomolive Soap Your Beauty Hope and Luster Cream Shampoo For soft, glamorous, caressible hair Our Miss Brooks starring Eve Arden is produced by Larry Burns Written and directed by Al Lewis With music by Wilbur Hatch Men, do you shave with a lather or brushless shave cream? Pomolive shaving cream comes both ways And whichever way you prefer to shave You'll find that using either pomolive brushless Or pomolive lather shaving cream Can bring you more comfortable, actually smoother shaves Here's the proof 2,548 men tried the new pomolive-weighted shave Described on the tube And no matter how they had shaved before Three out of every four got more comfortable, actually smoother shaves Get pomolive brushless or pomolive lather shaving cream today Or mystery liberally sprinkled with laughs Listen to Mr. and Mrs. North The exciting, fun-packed adventures of an amateur detective and his beautiful wife Tune in Tuesday evenings over most of these same stations And be with us again next week at this same time For another comedy episode of Our Miss Brooks Bob LeMond speaking This is CBS Columbia Broadcasting System


As-Salam-Alaikum-Khwateen-Hasrat. Wasim As-Sain welcomes you to lecture number 11 of Marketing for Non-Profites, MKT 628, at the Virtual University of Pakistan. The component of learning is on stages of consumer behavior. We all know that the primary job of any marketer is influencing the behavior of the target market. Until the behavior is influenced the way the marketer desires, the transaction will not take place. And a transaction in the context of non-profits is giving up some sacrifice, going through a certain level of inconvenience and getting something in return in the form of a benefit or a reward. An excellent example is quitting smoking and going through the pains of withdrawal of a very well-established and entrenched habit and ensuring in return with a better health. So, until the behavior of the target market is influenced by the marketer, nothing is going to move forward. It is therefore very important to watch really the forms of behavior and what are the factors that can be instrumental in changing the behavior the way the marketer desires. Behaviors are classified as simple behaviors and complex behaviors. The advantage is that most of the behaviors are complex. They become simple as a result of certain efforts undertaken by the marketing people. And at the end of a fruitful marketing campaign, the behaviors manifested by the target market become simple and simple behaviors are reflected in their taking the desired decision toward a certain behavior change. We therefore have to talk about the complexity of behaviors. And toward that complexity, I think we do understand that behaviors are not formed overnight. It takes the years and years before those behaviors are formed and manifested the way they are. And therefore, as the marketing people, we have to understand the underlying currents that form that complexity. Experts classify exchanges as low involvement exchanges and high involvement exchanges. Well, there is a direct correlation between the level of involvement and simplicity or complexity. In other words, if an issue is simple and the decision making on part of the consumer is not going to take a long time, it is going to be a low involvement exchange. Conversely, if the issue is complex, complex in the sense because the target market has certain perceptions about that issue, and they have certain very well entrenched kind of habits and values which are difficult to change, and the issue therefore happens to be complex and the target market takes a lot more time to convince themselves that they are all set to bring about a change in their behavior the way the marketer desires. And therefore, we can say there is a direct correlation between the involvement level and the level of simplicity or complexity involved in this equation. I'm going to show you this with the help of a graphical presentation in a short while. But let me say here that the simple behaviors and not the ones I'm going to talk about, I'll rather talk about the complexity of behaviors because that is something that we should whatever focus on. There are quite a few factors that people consider before they change their behavior or before they start considering a change in their well-set and established behaviors. Let me give you the example of polio vaccination here. Just look at the opposition that the people generally have toward that vaccination program thinking that the babies may develop certain medical complications in the later years of their life which of course happens to be a very negative perception but this is kind of a consideration which people have before they start considering a change toward the behavior meaning what is going to be the price I may have to pay if I change the behavior and what is going to be the reward. Once they are convinced, they take the decision. People might consider things like what is going to be the personal cost and the economic and social cost if they do not change a particular behavior. I'll go back to the example of the quit smoking campaign which is all about bringing some benefits to the target market who are into smoking. People think there are going to be many social pressures if they did not quit smoking and if they did, they are going to get the approbation from their peers, friends, relatives and so on and so forth and on top of all that, they are going to ensure a better, healthier and happier life. People may also look at the possible impact of the behavior change on their self-image. If they think their self-image will improve as a result of changing their behavior, they will certainly be quick on making the decision and manifesting a change of behavior. So the marketing people have to understand the undercurrents and the complexity of the factors which the target market considers before they think about a change in their behavior and there are certain tools that they are supposed to find out to the stage the target market is at because one of them happens to be the marketing research about which I'm going to talk about in one of the following components but the fact here is that the real challenge for the marketing people is to fully understand the thought process that goes on in the minds of the consumers and then put together their marketing moves to respond to the challenges their thought process opposes. In other words, the marketing people have to bring about simplicity in the complex thought process by putting together campaigns which can do that particular job. I'm going to talk about that later because we have to understand the stages through which consumers pass before they start considering a change of behavior. Experts classify these stages into the four different steps. The one is the pre-contemplation stage. The second one is contemplation stage. The third one is known as preparation and action whereas the fourth one is maintenance stage. The terminology for each stage is the kind of self-explanatory and the pre-contemplation stage basically reflects everything and anything that goes on before the campaign has been launched. So in other words, it basically reflects almost no awareness on part of the target market. The marketing people do know what's going on at their end. They are the ones who are putting together the campaign but the target market is not really aware of what is going on at that particular end. They may have an inkling of that particular campaign through the French peers and their neighbors or maybe through people from the neighboring village where the campaign either has been launched or is in the process of being launched. For example, visits undertaken by the medical teams of the organization trying to level the ground for launching that campaign will spread the word around and everybody in the neighboring villages will have some idea of what's going on in their neighborhood. So this is a stage where people have not yet started considering the internal factors which bring about a change of behavior. And at the same time, they're not really aware of the complete moves that are planned by the marketing people. However, they may have an idea of the marketing campaign through external sources of which marketing people may as well be a part. Like I talked about the pre-distribution visits undertaken by the organization or distribution visits when the campaign is underway. However, the one thing that's very important about this stage is that the target market does not really weigh the costs they have to pay and the benefits they may get or rather will get by paying those costs. This is something which takes place in the second stage which is known as the contemplation stage and as the terminology suggests, this reflects the people's awareness of the issue and this is the stage where they start weighing the costs they pay in terms of certain sacrifices by changing their belief system, their value system and start considering rather favorably the benefits that they might get if they changed their behavior. So this is a stage where people start contemplating a change of behavior. Some are early contemplators and some are late contemplators but the fact remains that this is a stage which marks a very careful study of costs versus the benefits. The next stage is the preparation and action and I would say again as the terminology suggests this is the stage where people demonstrate a buy-in of the concept which is being sold to them by the marketers. So this is a stage where marketers see success because they see people getting ready to change their behavior in favor of what they really want. Here I would like to take you back to the two particular factors that I talked about earlier, the factor of others and the factor of self-efficacy. Others also are responsible in giving the final push to the change in behavior of the target market and the factor of self-efficacy that gives confidence to the target market in terms of managing by themselves a change of behavior on their own, in other words. However, it is the final push which is given by the marketing people in order to stage the final change of behavior. The final stage is that of the main trend stage where marketing people have the challenge to make sure that the behavior stands changed, remains changed. In the meaning, the influence they have exerted on the target market should remain as is and it calls for a lot of challenge because people do have a tendency to go back to their old behavior patterns. For example, research shows that 80% of smokers go back to smoking after they have quit it. There are other people who go back to the old behavior of not taking any medication which was prescribed to them by the marketing team that was working on a medical program convincing the target market that they have to take medication in order to prevent a certain deadly disease because they do not see any observable change in their body. They seem to think that things would still have been the same if they had not taken that medication and therefore they show the tendency to adopt the early behavior that they manifested before the marketing program was undertaken. An equivalent of this on the commercial side is people switching over to another brand meaning losing the brand loyalty. So this is kind of a reflection of the marketing failure on part of the marketing people if people go back to their old behaviors. A very important stage and once marketing people find their target market in this particular stage it is for them to come up with strategies that can ensure that the target market will keep exhibiting the behavior which already has been influenced as a result of the marketing effort. What is the marketing implication here? We have talked about the complexity of consumer behavior and the need for marketing people to understand that complexity so that they can come up with the right marketing campaign. This basically is the implication. Any concept that we learn in the context of non-profit or anything else it really boils down to coming up with the right set of strategies because formulation of strategies and executing strategies is the name of the strategic game. The whole strategic process that we have learned should owe to a complete understanding of consumer behavior and then the ability on part of the marketing people to come up with the right set of strategies so that they succeed in influencing the behavior they want. The marketing people in other words have to determine at what stage they find their target market at. Do they find it in stage 1, 2, 3 or 4? So whenever they find their target market at they have to come up with compatible, relevant marketing strategies. In other words, if they find their target market at stage number one which is pre-contemplation it means they have to create awareness. So the dynamics of the launching of a program will be dominant in that campaign. If they are dealing with the target market at stage number 2 that they are mostly going to talk about the benefits the target market derives out of the program because it is the benefit side that has to be very dominant in terms of telling the market that the sacrifices and inconveniences that they have to pay and go through in terms of the cost side is going to be more than offset by the benefits they are going to get out of the program. And that is going to be the beauty of the campaign telling your target market they must change their behavior if they really want certain benefits. If the market happens to be at stage 3 where they are getting ready to take the action because they have bought the concept then you have to come up with communications accordingly. It may be in the personal communications meaning personal interaction it may be a huge campaign consisting of a different media meaning a multimedia campaign. If you find your target market at the last stage which is that of maintenance I think quite a few words have been said by me earlier you have to make sure that they do not go back to the old behavioral patterns because that is going to be the failure of the marketing program. So in other words, here the name of the game is going to be reinforcement of the message. It is like advertising being done for a product which is well established and which already has been accepted by the market and now you want to make sure that the people go for repeat purchases and in the process develop a brand loyalty. Similarly in the non-profit context you have got to make sure that people who have shown a change of behavior because you have been able to influence their behavior do not go back to the old thing and stay where they are. This is a huge challenge because research has shown that 80% of smokers go back to smoking after they have quit it and people, whatever program they have been subjected to should stay where they are after they have shown a change of behavior. That is the crux of the matter. This component is on marketing research. The very fundamental question here is why marketing research and the very fundamental answer is we need to carry out marketing research because we need to have certain strategic answers to certain strategic questions without which we cannot move forward with our program. We cannot afford to be vague. We have to bring into a sharp focus all the issues with which we need to clarify and therefore we would like to take you through all those five or six different steps a market researcher has to put together to carry out his marketing research program. First of all, the marketing researcher has to identify the problem. The second step is coming up with the research design and the third step is about identifying all those tools that are going to be instrumental toward making that design work and then we collect data, analyze data and then present a report. These are the six fundamental steps any market researcher has to go through. In the context of non-profit marketing we have to be extremely clear about the issue at hand and the answers that we are looking for. If we are having a problem we need resolution to that problem or there's an opportunity that we really want to seize and we want very clear answers to that particular issue we need to carry out marketing research. It's not really important that we carry out a very comprehensive research in the context of non-profit marketing but nevertheless we do have to understand as a refresher all these five or six different steps that need to be put together to come up with a research program. So like I said in the very first place it is extremely significant to be very clear about the problem identification until we really can bring into focus the problem or the issue at hand and have an accurate marketing research mechanism. Once the problem is identified we move ahead with the research design. The problem therefore lays the ground for anything and everything that follows. One practice that is generally followed by many organizations and I would recommend you following the same practice as coming up with a hypothetical report after you have identified the problem. What you do is if you are in a state of predicament whether to go for this option or that option come up with a report by plugging in hypothetical numbers and get the answers to whether you should go for absolutely free meals or subsidized meals or a combination of those and once you present the results to the people who are responsible for making the final decision then you will be in a better position to ask even more appropriate questions when it comes to putting together your research and once you have carried out the research you can plug in the actual numbers that you have generated through the market research process and that is going to give you a lot of confidence toward making decisions which should be better than if you had not gone through the marketing research process. The marketing research process assures the better decisions because of a higher level of confidence it does not really guarantee the 100% of your success. I must point that out. Once you have done that you get on to the next step which is putting together the research design. Well this is a stage where you put together the plan of action and the real plan of attack, so to say and this is where you decide what exactly is going to be the design of the research with the meaning whether it is going to be qualitative in nature or exploratory, so to say or it is going to be descriptive in nature meaning quantitative or it is going to be causal. Just a few words about all these three types of research designs so that we can be sure which one is the best under different possible situations in a non-profit context. The exploratory or qualitative research is about all those issues which are not very clear to the organization. We do have a vague understanding of the issue and we can talk a lot about that particular issue but we do not really have very concrete answers and therefore we like to get into some kind of research to broaden our understanding of the issue. Once we broaden the issue that helps us narrow down the focus and give us a greater depth into the whole thing and that is where we start asking the right questions and needless to say that we all understand what qualitative or exploratory research is because it is all about asking people their opinions of the issue at hand and therefore we form focus groups because we get into the interviews and we in other words interact with small groups or individuals who we think can get us the right answers. The second type of possible research design is quantitative research. This is the research that expands the base of the qualitative research that we have gathered out. We understand the trends relating the issue and we also have some very qualitative answers but we have to quantify those particular trends by expanding our design and asking those questions to so many different people because the intention here is to generate data. In other words we can say that this is where the real meat and bones of the whole process is and we get into asking them the very pinpointed questions so that we can generate the right amount of data. What is going to be the sample size and how we are going to go after them and what is it that we are going to do to incentivize them are all part of the research design that you put together and generate data to interpret that.  The third type of research is the causal research which happens to be the most specific of the research designs because this lets you develop certain causal relationships between different variables. For example, you can draw a relationship between the demographic features of the relatives or the family members of those elderly people who you think form the prospective target market for the nursing home and if you think there is going to be a relationship between the demographics of one constituent and the intention on part of them to let their elders to go to the nursing home, then this research is the one you must carry out because this gives you very specific answers. You may also have certain questions that may reveal certain psychographic relationships between the constituent that makes the decision for their elders and the final decision on the elders going to the nursing home. So causal research is something more specific and more authentic gives you a lot of leads into making the good decisions. After we have chosen which type of research design we need to undertake we are all set to carry out the research. If we are going to go for qualitative model we put together questions for the moderators because you know that qualitative research is carried out with the help of moderators. They are the ones who talk with the focus group or individuals they interview and so on and so forth. If the model or the design is quantitative, in other words descriptive, then we have to have a different type of a questionnaire, whether it is going to be lengthy, which is going to be comprehensive and which is going to be the basis of the survey which you are going to carry out as part of this research. And if the design is causal the questions are going to be formed accordingly. With this you are all set to carry out the research. Whatever the design you are now out to collect data whether through focus groups interviews or surveys you are out to collect data that you decide to generate. Here I would like to say one thing before you go all out with the exercise especially in terms of comprehensive surveys when you are getting out quantitative research you like to go for a sample data collection exercise because you don't really want to base your resources and you want to make sure that the design that you have is going to work the way you want because you carry out this research in a restricted area or with a restricted sample you decide on the basis of the different variables because what exactly is going to be the sample of this particular exercise and those variables basically are a function of economy and efficiency. Otherwise you have the same questions and you have the same techniques to follow out to rather carry out research. The sample research exercise will get you certain observations on the basis of which you may like to bring about certain changes to questions to which you have put together as part of the survey and therefore when it is a question of a comprehensive research requiring huge resources sizable resources because you must be careful and more so in a non-profit context than a commercial context because non-profit organizations are always the short of funds and given the fact that funds are generated through outside sources in most of the cases non-profit organizations have got to be even more careful when they are out to carry out these surveys if at all they are doing that because in many of the cases non-profits should be okay with focus groups and other qualitative research for the methods. Back to the sample data collection and on the basis of that going all out we are all set to carry out the research because once we are done with that we are done to the next stage which is analysis of data. We have collected data and we have to structure that data into so many different forms in different segments so that we can get answers to the demographic features or to psychographics and come up with the right segments of the population which I am going to talk about in one of the following lectures the fact remains that the structured form of data analysis is going to be the right most professional way to interpret data. Interpretation of data is going to give us insights into making certain strategies so in other words from the quantitative side we are now moving back to the qualitative side and therefore we have to have the right most numbers that can become the basis of good qualitative decisions and once we have interpreted the data and come up with the interpretations then we can prepare our report, present that report and seek the decisions that are required in order to move ahead with the program. So this is in brief the six different steps of getting out marketing research and I will say it again the reason I have talked about these steps is because we have to be clear about which one of these is most appropriate in our non-profit context. If we go back to different examples that we have been learning through different components we will see which one is compatible with which example. This component is on marketing research in a non-profit context meaning why is it that we have to carry out research for a non-profit organization. Well the fact remains it gives a lot of credibility and relevance to the non-profit organization. We know that non-profit organizations have to depend a lot on outside sources meaning donors and therefore in order to stay relevant and credible in their eyes non-profit organizations have to carry out marketing research to assure all the constituents that they have a total grip of the environment and they understand all the trends that are taking place within the marketplace and the developments that are affecting the non-profit or have the potential to affect the non-profit in terms of either presenting certain problems or presenting certain opportunities have to be pinpointed with the help of research and therefore NPO's do get into research to convince all those constituents that they are on the right track. In other words, they have to convince all the constituents that they do not base their decision making on just plain observation and reflections. However, systematic those reflections may be, they proceed with the help of all those tools which are significant part of the management process, meaning strategic marketing management process and therefore the need for the marketing research. When it comes to marketing research, there is a perception about it especially in the context of non-profits that it has to be very comprehensive and whenever people talk about marketing research, everybody's mind wanders toward what I said descriptive or quantitative research, meaning surveys. We do not really have to carry out surveys all the time within the non-profits the way we carry out surveys for commercial enterprises. We want to check the level of brand loyalty. We want to check what is it that is making our customers move away from the brand. We want to check what people think of the distribution system and so on and so forth. There could be so many different hypotheses on which these surveys can be based and are based. Here in a non-profit context, there are certain things which may not be subjected to the quantitative research and the fact remains that in many situations qualitative research which is a combination of the focus groups and interviews and which characterizes interaction direct interaction either with individuals or with the smaller groups ask what forms the qualitative research and that is something NPO's can really bank on. With these findings, the most marketing managers and marketing researchers are all set to put your data together analyze that data interpret it and generate certain vital sets of information that different constituents require to give you go ahead for some very strategic decisions. The constituents who are extremely important to the organization under these circumstances whether you are board of directors along with the top management of the organization and donors because they are the ones who play a significant role toward sustaining the organization and therefore you have got to prove it to them that you have a complete understanding of all the segments of the external environment and the interplay of that environment with the internal setup. You can also throw light on how things well look like in the short run, in the medium term and also in the longer run.  As a matter of fact, you have to prove your complete mastery of the overall environment of the organization and that is why I said to keep themselves relevant and credible NPO's have to carry out marketing research from time to time and this marketing research may not have to be very comprehensive in the form of quantitative surveys. This could be a qualitative exercise whereby you seek opinions from different people by forming focus groups by getting into interviews and any other way of interaction that can get you some vital inputs toward all those decisions that are to be made for the organization. Let me give you a couple of examples to further explain what I have been saying. You would like to find out why the donors donate money. What is it that really motivates them to donate toward the cause that you are addressing because this is a question which may be asked by one of the sponsors of the organization why should your donors keep on donating money to you all the time and if you have certain specific results to support your answer you are going to be better off and you can talk in more convincing terms which are going to be based on research and not just observations and reflections like I said earlier. You may like to find out why the donors are moving away from the program that you initiated and toward which they were very enthusiastic to begin with but now they have started donating to some other cause. You have this feeling that they are donating to some other cause and therefore you would like to get into research to find out what that causes and why they are moving toward that cause. So in other words you have to find out what is it that others are doing. What is it that are addressing a similar cause or a cause different from yours but it happens to be a cause for social welfare and therefore you need to find out what is it that is driving them away from you and into somebody else's favor. These are the kind of facts that you need to unearth. You may like to find out who are the donors contributing toward your cause as a consequence of a cost marketing relationship. Now here you say I am going to talk about a couple of things that we already have learned. Just imagine yourself getting out of a cost marketing relationship and you are done with the exercise which has been positive and it has given you good results. What has happened as a consequence of that exercise is that certain consumers or part of your market has developed what experts call customer corporate identification and you want to extend that customer corporate identification from those customers' loyalty toward that organization to yours meaning to your non-profit organization so what is going to happen? We all know that as a result of cost marketing people who are socially conscious do support the organizations or support those commercial entities that they want to work for a certain cause because of the fact that those socially conscious consumers have their own sets of beliefs and values and when they find out that certain corporate sector organizations also have the same set of values and they want to do something for social welfare they become very loyal to those organizations and they start supporting those organizations by buying their products you need to extend that identification to your organization because you would like those customers to be loyal to your organization even after the relationship has expired meaning the cost marketing relationship and therefore you may have the need to carry out some kind of research to make sure that those people stay loyal with your organization and remain your donors you may like to find out through qualitative research what really motivates people to become volunteers if you have certain goals which are volunteer dependent then it is very important to know what really is it so that you can be in close association with them all the time and not be let down given the time for them to make their contribution comes so we can say that the help of research findings you can make your marketing case very convincing and be very credible and relevant in the eyes of all the constituents that matter for the sustenance of the NPO one thing we must keep in mind all the time is that in the non-profit context marketing research must not be carried out if its findings are not going to have a direct application to a particular issue that issue may relate to a certain problem or it may relate to a certain opportunity which we want to capitalize on if there is no direct impact of the findings of the marketing research on that issue it should not be carried out or rather it must not be carried out it is the different from the commercial setup in which you carry out marketing research information even for times to come and you keep doing that by way of carrying out usage and attitude tests as to what is it that keeps them loyal to the product all the time and what is it that makes them go away and so on and so forth those are the kind of studies which commercial enterprises carry out from time to time even if there is no pressing need for that because it is a different ball game altogether and the intensity of competition has certain different kind of dynamics in that environment which is not the case for NPO's NPO's are dependent on revenues which are not generated by themselves NPO's depend on donations which are given by the donors and therefore the revenue stream has a very different character given the limitedness of the budgets at the disposal of NPO's they have to be very prudent and fastidious when it comes to making the decision on whether they should go ahead with marketing research or not but the fact remains research should be carried out so that marketing people can get insights into the behavioral patterns of the target market they can find out the stage of behavior the modification their target market is at and then make the better decisions in terms of communication strategies the fact is with the help of marketing research so many different issues should be simplified they should be made more convincing and they should become the basis of certain strategic decisions which are good for the health of the organization thanks


Howdy ho, neighbor. I can't wait to play some more FNAF A or it's my favorite game and I, uh, Lumix, I want my hat, okay? Uh, Woodland Freddy, Toy Freddy, is out today. I don't know why they did this because it's Thanksgiving time. Um, and they have done traditional, traditional holiday skins in the past. So, I don't know why they did this, it doesn't really make a whole lot of sense. You know, we just had all the October spooky Halloween boys. Um, and then we, again, like I said, we're getting close to Thanksgiving. But no roasted chica, I mean, what's up with that? Not even like Pumpkin Balloon Boy to really finish off October. Nope, we got, uh, Groot Toy Freddy. So, this is gonna be a fun one.  And let's just jump into it. Okay, so right off the bat, I see the icon is, um, just the, a most original thing. I have ever seen. So let's have a look. Oh, I guess Woodland Toy Freddy. Also, why did they go back to the screen? Remember when they had the, uh, the cooler looking screen? When you got a new icon, or you got a new lure, or whatever. I don't know why they reverted back to this Lamo screen. All right, let's have a look at the shop. 12 bucks, okay. Oh, and these guys, and these guys are back. Cause why wouldn't they be back? Oh, totally, totally, totally. 10 bucks, I can't remember. God, I always complain about the prices and then I never actually remember the prices. 10 bucks, I'm pretty sure that is, I can't remember. The thing I hate about this the most is just how circular his face is, right? The, uh, the branches really, I don't even know how to describe it. He looks interesting. Okay. He looks interesting. His texture looks a bit plain, like it looks very flat, which I was hoping wasn't going to be the case, but clearly it is. And to be honest, what was I expecting? I do have, um, a plush trap lure, I think. Okay. So here he is. So let's get him lured. Where is, ooh, I also have three Catrinas. And where's plush trap? Me boy. Where the heck is he? Cause I swear, okay. So I do have one. So maybe we can use either a plush trap or a Katrina Torchica lure. This episode as well. Uh, was that him? I can't tell that. Honestly, that looks like L Chip. It was him. Ooh. Oh, honestly, he's actually kind of cool. Looking at him fully now. He, he looks pretty cool. The stick's kind of weird. It reminds me a lot of, um, Frostbear, but I love like the shrooms growing on him. I love the giant hole in his, in his stomach. So Toy Freddy's easy actually. Um, you just got to watch out for the static, which is not too bad and just keep your mask on the entire time. So he's over this way. Yeah, I like his design now. Right? Again, the head looks a bit strange, but the, the body, the rest of the body looks pretty all right. Yeah. So this is all you do with Toy Freddy. Has he drained my power yet? I don't think he, there it goes. Okay. Good. So that's Toy Freddy's main gimmick is that he drains your battery power and it's not hard at all to come. Wait, are those custom tree branch sounds? Wait, is it? Oh, is it? Come on. Do some steppies. It is. I like that. Thank you Olympics for finally changing up the characters a little bit. Your eye colors do not change though.  I love his sounds. His sounds are great. I have lots of batteries, so I don't have to worry about him. Hello. Yeah. Look at me. Posters boys. Oh God. Where is he? Here he is. Ta-da. Oh, hello. Boom. Uh, God, he is so dark in the game. I don't like that. He is so unbelievably dark. Uh, and my game is frozen. It's not. Thanks, Olympics. Oh, this is just peachy. This is just peachy. Look at this. This is great. This is what I love to see. Yeah, so he overall, he looks great. I like him. I do like him. I don't like that he exists. I'll be honest. Because it's a bit weird having this thing like Groot Freddy. Like why Groot Toy Freddy? Why, why, why did we need this in the second week of November? So good news is I got my low back so we can fight him twice technically. So that's fun. I'm actually, I don't know if I'm complaining or not because if I got in, if I got in his, um, his suit that time, I would have been mad. Well, I guess I get to fight him a second time. He's friends with everyone. Also, I don't know if the screen recording probably saved that time because, oh, he's over here. Because I had to like close out of the game and stuff. So if it got corrupted or something, we could use this one, you know boys? Where's he going? Yeah, I love his sounds. I love his design. Like looking at the head again, looking at the head itself. It looked a bit strange. But once I saw the body, I was like, you know what? That's not a bad skin. That's a pretty good skin. I patched the jingles. One of your copyrighted jingles, which actually is copyrighted. Good little touch there on the mix. You guys didn't know that the sound effect for toy Freddy's packed into jingle is actually copyrighted. He's right on Freddy chair. He's having a seat in Freddy chair.  That's your right place.  Okay, I guess, I guess I don't know, you know? Poster's looking sick.  That one's still ripped though at the top. You can see it. Just ignore me and pretend I'm not. Hey, cool. Hi, is right here. Hello. You can see me through the hole.  Pop out. Come on, do it. You won't hear. By the way, did you guys see a fusion's unboxing security preach toys video? His poster was different than mine. Do I have like an exclusive or something? Who? Yeah, he's so dope. Like you can't see him at all. Alumix, I wish he was, you've got to be effing kidding me. Hey, we get to fight him three times. Okay, this is my last time and then I'm straight up done. Alumix, fix your effing game. Remember that, that week that you took off last week?  Why didn't you take last week to fix some of the goddamn bugs in this game? Do I get a third lure? I mean, it doesn't matter anyways because I'm not getting any prizes. This is my last time. Look, why spend money on the game when you can just hack into it, you know? Can you just break the game? I guess this can be a way to see. All right, here's what I'll do, right? We fought him twice. Clearly the game is not working. We'll see what does a jump scare is like. How about that? Or should we? I don't know. I just, I want to beat him because I want to get a suit. But at the same time, I don't think it's going to work. If it takes a bit, we can get the jump scare. And if it goes on for a bit, I mean, if it doesn't go on for a bit, I don't know, man, I just want to get this done with. At least I don't have to buy any more lows, you know? Because I didn't even check to see how much they were actually. Probably like 600, I think. That's usually the base amount for skins, I think. I'll check after this. Go away, static. Hello. What great timing. The battery drain and toy Freddy. Hey, wire. It's actually a good idea for some characters to just not go into the static because some of them cannot actually haywire outside of the static. They can only charge. So it's not a bad idea to just wait. Oh god, that's not what you do. I'm trying to use cross-gear techniques. Which do not work here. Oh my god, hello. I didn't think he would spawn outside the static. I thought there was only like a baby or someone that could do that. Learn something new every day, boys.  I mean, to be fair, I think I like him a bit more than VR toy Freddy. But I don't think buy much, at least. Come on, man. We've been playing hide and seek, buddy. For three rounds now because the game is busted. New toy Freddy. Wooden toy Freddy. Woodland. Can't remember when they had good names instead of just straight up woodland toy Freddy. I can't. Oh, hello. I was shocking there. Are you gonna walk this time, game? Well boys, that was FNAF AR, another just fantastic game in the FNAF series. I freaking love it. I'm so glad that I played this game.  Like, I'd be fine without skins for a bit. I think everyone would, you know? We don't need this guy. Take the first two weeks of this month while you already wasted one week and you've already wasted the second week.  Gregory, be still. I think she's found us.


I hope your conference was well. I had a lot of fun here this year, and let's hope that this talk will make you learn something new, maybe. So I'm just going to talk a bit about myself. I work as an IT technical consultant, which is just fancy words for people coming up to me and say that they have problems and that I need to bring them solutions to them. Well, inside my company we build products in the field of engineering. Some are related to rapid seismic risk evaluation for buildings and rapid infrastructure assessment and monitoring. Many bridges, that's it. I don't know if someone knows where this place is. Can someone guess it? Maybe? It's Turin, we're in Italy, so that's why we're doing things stuff on bridges, because here is such a hot topic at the moment. So these are some places where you can travel to in Italy if you're interested, and if you'd like to move to Turin, just give me a call afterwards when you can talk. And this is the schedule that we're going to see today, so we're just going to have a quick introduction on server cent events. We're going to see a bit more about their inner workings. We're going to have a look at the differences from web sockets, and just going to see how a generic implementation could be done for a generic HTTP server in Python, but it's actually for a generic web server. And then I'm going to just talk about some use cases. So I'm just going to have to ask you a couple of questions. Raise your hands if you have already sent data from the server to your client somehow. Okay. Who of you have used web sockets? Okay, a lot of you. And server cent events? Okay, good. This is a good opportunity then. I was hoping for that because as I recently discovered it's like a technology that's basically unknown. So as you may already be aware, these are the main mechanics with which you can send data from server to client, which is polling, long polling, which is just basically an evolution, web sockets and server cent events. So with polling, you're like inside the dark ages. It's like a very bad idea because each time that you need some data, you make a continuous request to your server. And even if you don't have data, you still make requests and that's a terrible idea. It doesn't scale well. It's very bad. And then somebody thought about long polling, which is slightly better, but like you just make a request to your server. The server keeps the connection open when it has some data. It writes it inside your request and then it closes it. And then you establish a request once again. So you basically just resolved a bit of the problem, not the entire problem. And then you have web sockets, which are the new cool thing in town. And they are more very popular, easy to use with Node.js, for example, that work right outside of the box. With Python, I don't have that much luck. You have to use libraries for your applications, especially if you're using Flask, Django, Turbogears, Pyramid. I don't know about Tornado, but that's like I can't comment on that one. Well, I think IU has them. I've used them before. I'm sorry, but I scrapped them for web sockets. They work better. I don't know now how the state of the libraries. And then there are server-scent events, which, well, basically, to give you an idea, server-scent events were born, the specification was born in 2013, and web sockets came along in 2011. So basically that's why you maybe might not have heard about it, because web sockets gained quite a lot of traction as soon as they came out, because there was nothing on the market to do something so good in the way that web sockets did it. And they kind of remained inside of our corner. So this is basically the communication pattern that you have, like the problems and the issues. Like you can see that with polling I already explained, you have a lot of... You use a lot of resources just to create the connection, because TCP has its handshake, which uses a lot of time. Long polling, it's basically a bit better. And then there are server-side events, and the web sockets basically do the same thing, just keep an active connection. So this is like the most simplest way in which you can use server-scent events. You just have the event-source API, which you can use inside your browser, inside your JavaScript, and you just can subscribe to an event which is called Message. And that's the simplest Python Flask example which I could find, but of course it's not working. I deliberately wrote blocking data source, because I think that the example where you find a while-true loop and they just echo messages to you, it's like an anti-pattern, because with this type of services you should obviously get data from somewhere like, I don't know, a queue, Redis maybe. So someone before us talked about Kafka, which is also a message queue, so something like that. Or even your database, if you fancy doing that, you could also do it with this. And there may be some use cases for that. So a bit more on server-scent events on the JavaScript side. So you can see there are some available handlers which are unopened on Message and on Error. These are, they call them properties, I think they're functions, defined on the event stream, on the event source object. But I do not advise using them, because server-scent events specification allows you to define your custom events. So you'd like something to have an event listener, let's say like client-connected, client-disconnected, that's a very bad example. So you can do it like that with Message on Error and Open. So these are some popular frameworks that I mainly used, and there are some bits on how to do this with all of them. For example, Turbogears 2, you just have to, in the expose method of your controller, you just have to add the content type text event stream, and that will enable for you the streaming from the Turbogears. Flask, I guess, correct me if I'm wrong, if you return a generator automatically enables event streaming, I'm not sure. Pyramid actually does it in a very explicit manner. And AOS TTP, I just found out that you have to use a library, but basically you can do it, we'll see how to do it with all of them, maybe. So let's have a little bit more deeper look inside of what's this specification all about and what we have inside it. So if you have a generic server, let's say whatever you like to use, I don't know, pick one, let's pick Flask because it's maybe one of the most popular. You just basically, the server has to respond with these three headers, which are content type, text event stream, cash control, no cash, because it doesn't make any sense to cash data for such an endpoint, and connection keep alive. Data is always encoded in UTF-8, and that's a requirement, and clients expect you to receive data, to send data to them that's encoded in UTF-8. And the body of the request works like this, you write inside the body, whenever you have an event or whether you'd like, a field column, value slash n character, which is a terminator. That's basically how you write every type of event. And the events that are defined are the value of the field, sorry, which is defined is data, event, ID, and retry. So data contains actually the payload for your message, which you're sending. The event name is what allows you to write, subscribe on message, add event listener for message. Here you can use an event to define your custom message, and you pair it up with a data field. And ID is an interesting one, because I never said it until now. But one great thing about servers and events is that you don't have to care about reconnection. The browser does it for you. So basically, if you create an endpoint with servers and events, you just connect from the browser, your server goes down, as soon as it gets up, the browser automatically checks for your server, it sets intervals of time, and it automatically reconnects to it. And ID is a field which is used for synchronization of the messages. So you can actually quite easily implement a re-sync message so you don't re-sync system or pattern, in which you don't lose any messages that you're trying to send from your server to your client. Because if you have the ID header, the browser will automatically, the client, will automatically add it back to you as a header, as a last event ID header, I guess. That's what I found out. To the next time it connects, so you automatically can recover this ID and maybe make a query to your database to get the appropriate event stream. And retry is a value which you provide in milliseconds. It's basically the amount that the clients need to weight between reconnections. So this is how a data package should look like, like how data is formatted. You can see that messages ending with double slash n, which is new line, mean that the message is finished. So you can obviously combine the data, the ID, the event field together, the retry one. You just send it only once in a while when it makes sense for you. That's basically it. And I also made a small example of a custom event listener. It's the same idea. The only thing that changes is the part of the, can you see the mouse? Of course not. The part of where the yield is and just added the message that has an event name. So a bit more on this, on the specification. You can actually redirect the, it is possible to make a redirect on the request. So if you have like a move, you want to move automatically request to HTTPS, it's not a problem. As I said before, only UTF-8 encoding is supported. Communication is only done in one direction. It's only server to client. You don't have any way to send data back from your client to the server, but basically that's what HTTPS for. You just make a get request and you basically have the same functionality. But of course you have to make a new request with all that means that you have to make a new communication channel. As I said before, clients always reconnect. You don't have to worry about that problem. And if you expect for, if you want to shut completed on a client, you just reply with a 204 HTTP204 code, no content, and the browser or the client will stop automatically reconnecting to the service. Another thing to keep in consideration is that there is a limited amount of global connections per site. So that browsers, which browsers define actually, there was an open issue on Mozilla and Chrome, and they've marked it as one fix because this is actually a feature. And you are expected. So when you open a stream to service and events, you are actually using one of these connection slots, and I think that are five. So you basically have four left at this point. So this could probably be an issue for you. If you're like trying to open the same, if you have the users that open your site on seven different tabs, that could be an issue. Someone pointed out that you can use a shared web worker and put your service and event inside that and use it to, and then talk to the server, to the web worker to recover your data. So you basically kind of fix the problem. It's a bit of a workaround, but it works. Let me see. Okay. So clients are always required to send a cache control or cache header. And the server always says, okay, we already talked about the server headers. As far as coverage goes for modern browsers, this was taken like two or three days ago. It's like 92.6%, which is quite good, I'd say. But if you think that you're not in, you have to support some older browsers. There are some polyfills. I think that this library is the most used one, the one that I linked in the slides. And you basically have support for service and events on old browsers, except a couple of old Android devices. Maybe. Of course, the main question, but do I use this thing only with a browser? Well, the answer is no. There are different libraries for different languages. I just Google some up. There are links to them. And basically you can use it with Python, with Android, with iOS. I don't know maybe some of you do mobile development. There's also the React Native one. I just wanted to point out that the React Native one uses basically a polyfill with just JavaScript. You don't have bindings to native Android or iOS. That could be an issue for you if you're trying to do something that works in the background. You can't have it running when your application is closed because your JavaScript thread is closed at the moment if you don't see your app in the foreground. So maybe you'd have to introduce something else. So let's talk about maybe the main differences between service and events and web sockets. These are like maybe one of the cool parts. Okay, so one can only send UTF, eight encoded messages, which is service and events. The other also supports binary data. You're strict to use HTTP while web sockets has a custom protocol which you have to manage. Well, the library is managed for you, but the protocol is much more complex than this one that you've seen here. So service and events is proxy friendly, but that's just because it's a simple HTTP request. The other one, for example, with NGenex, you may have to add some headers, but with more modern web proxies like traffic, you don't have this issue. So it's not that bad nowadays. We already said that there's a built-in mechanism for reconnection and also re-synchronization of messages. Web sockets need to manage the heartbeat. I had a lot of problems in the past with heartbeat. I never managed to get it that right, so that was one of the issues for me with them. Service and events is really hard to detect these connections on the server side, so I didn't talk about it, I'm just going to go back because I wrote it in an unfortunate place. If you send a message, start doing it with a comma and then something inside your response, it means it's a comment. This is basically how you can check for the presence of your client from the server. We just sent the regular intervals of time, just a small comment. It's like the heartbeat for server side in the web socket protocol. Of course, I messed it up. Of course, web sockets fully detect errors, disconnections on client and server side. We talked about the direction of communications. Some use cases, maybe some that are more adequate for this technology. Let's say you have a dashboard that you need to update once in a while, maybe a news feed. Every once in a while news comes to that something needs to get published to your web page. Notifications to browser that push the browser. I think it's me, right? Maybe games. For the purpose of this demo to really try out the technology, I set myself on building a game with this thing. I really got to figure out how worse it got. You could get. I actually was kind of cheated a bit because I made a game that wasn't that real time so I didn't need web sockets. As I found out today, there are technologies that you need to make games like socket.io. I don't know if you've already seen the talk today. It's like a real good one because it manages also these connections for you. It does a lot of things automatically. Basically, if you want to... If you have some old code, you can set up new things. You want to do something really quickly that is quite widely supported. You need to send data from your server to your client. Just evaluate if you can manage to implement servers and events. You could be an alternative. They have less way headaches than web sockets, especially scaling web sockets. This scales with your application. You have less dependencies. That's all. You can find some links that I've used to compile this presentation that could be helpful. And some takeaways. I just really said them. That's all. Thank you. Questions? Thank you for the talk. Except for the fact that the client automatically reconnects, how does this... How is this different from long polling? Could you tell a bit more about this? Yes. Okay. Let me get the slide up. In long polling, you have... You can see long polling is the second line. When you create a connection with long polling, you make a request. The request remains pending on your server. And as soon as some data arrives, you just write the data to the request and the server closes the request. Okay? As soon as the request closes, the client automatically restarts a new connection to your server. And then it awaits again for data. That's basically the difference that you were looking for. So in the case of server-centered events, it reconnects only if the internet dropped, you entered somewhere, the connection stays up. That's how it works. Regarding polling here, polling releases the resources from the server, so the connection can't be used. So if you have a lot of clients connected to your server, I guess with servers and events, you will have one connection over the client. Like WebSockets. So you mentioned that polling is very bad, but how it can help in this problem when you have a lot of clients and you don't mind making connections to the server, and you can let more clients served. Maybe a little bit slower, but they will be served. So you're asking... I'd like to stick to polling. Would it be still fine if I have the infrastructure to serve it? Okay, so... I won't get immediate responses because I have to poll, but I will release resources on my server so somebody else can use the connection. Okay. Let's say that you have a spike of traffic, a huge spike of traffic. If you're using polling, then you automatically make a huge amount of requests. Maybe you have smart services that automatically scale, and you're just going to get a super high bill, but with this one, you actually lower the amount of connections like you only have one for connection. So you only have one connection. Yeah, but one per connected device if I have only one per connected device. Which is permanent. Yes, of course. With web sockets. Yeah, exactly the same. So I looked a bit into traffic. It automatically manages some of these connections for you, for example, so some web proxies help you with this. So it's not such a big of an issue nowadays. I've never tested it with quite a large amount of devices, but for really small applications. Well, I don't see why I should use polling nowadays, because it's like it gives me a lot of problems. I have to think about, oh okay, so if I've messed up a time or if something goes wrong, I have all these requests in my log, which I don't understand what they are. So why should I use it when I have new instruments that already work kind of great for my perspective. And it's super easy to implement at this time. And you already have an API that helps you to build something that is advent-driven at this point. I think the drawback that he's mentioned is that for architectures that have a fixed... Sorry, I can't see you. Sorry. I think the drawback, the main drawback of this solution is that if you have an architecture with a fixed number of workers, you're going to run out of workers proportional to the number of connected clients, where it was with the polling solution. And all get a no response, and then the workers will be free. So in a way, the service and events is superior to everything at all other solutions, except in this regard, where it shares the same problem as WebSockets. Okay, let me cheat a bit. So you can... If you're using Gunicorn or something else, you can set it up to use more workers. Like with G-Event, you use green threads. So you don't have... You don't notice so much this problem, but I've never tested it under huge workloads. I would need to make a test with polling and with service and events to give you a better idea. So this could be like an integration to this talk. I don't think about it. So yeah, I want to add something because I had experience with WebSockets previously. And for me, for example, polling is good when you can refresh your data every minute. So then you don't have to connect to the server and keep connection connected all the time. But for example, I was working on the project when we needed real-time data. So we needed that connection. And well, to be honest, we were able to handle thousands of connections in a single AsyncIO server. So well, that's not a big issue. And it works on one thread. We have GJIL and thousands of connections. So it's not a big problem. And basically, if you are using polling, you can, but your data will be outdated a little bit. So if you need real-time, well, you have no choice. Okay, so I do agree with you on this one. So the same thing that you're doing with WebSockets, just to receive data. You can do it also with server-centered events. You can implement it also on top of AsyncIO. Yeah, we have the same thing. The main advantage, I think, is that you have some legacy code somewhere. Maybe you don't need to spin up an AsyncIO app and have another dependency added to your project. This could be something that you may want to take into consideration. Yeah, I also get confused with the name. Don't worry. Any other questions? Let's give a big round of applause for our speaker. Thank you.


Stevenson with a 4-3 loss for Donia in overtime tonight. I'm Christian Taylor, Dominic Dawes here with me. Coach, your team were able to get to a 3-1 lead in the beginning of the third. Where do you feel it changed for you? Drop of the puck to start the game. We deserved to lose. We didn't deserve to win. I think that they all played us. They had more energy than us. They all worked us. Yeah, I mean, regardless of the score at any point, they were the better team. 10 penalties tonight for your side. How will you look to minimize those really come tomorrow? I mean, the penalties are penalties. The penalties were pretty even back and forth. We just take them at bad times. And that's kind of what happens. And they capitalize on opportunities. I mean, they were just better top to bottom. That's the bottom line. I guess on the good note, Christian Ripley had another couple of goals today. Started the season. He wasn't scoring, but come Thanksgiving weekend. He kind of lit it up. What's been going so well for him? I mean, there was obviously, there were a couple of guys that I think did show up and played with some energy and played with some pace. And that's our game. That's if we're good, if you've got to play with tempo. But I just top to bottom. We just didn't show up. Coach, thank you very much. Good luck tomorrow. Thank you. Head coach, Dominic Dawes of Chrisha Taylor and Gomez Thanksports.com.


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