2. Like that car? The tricks of the data body industry
In the New Economy, data have become a primary resource. Businesses unable to respond to the pressure of informatisation are quickly left behind. "Information is everything" has become the war-cry of the New Economy. More than ever, business companies now collect data related to their customers, their competitors, economic indicators, etc., and compile them in
However, there are also many companies that specialise in data body economics as the main line of business. They collect huge amount of data process and enhance them (thereby increasing the value of the data) and offer them on to other companies.
For example, somebody who has been attracted by a car on display in an airport terminal and completes a card with name and address to participate in a draw reveals a lot of economically valuable information about him / herself. Apart from name and address, and other data that is completed on the card, this person also can be assumed to be a potential car buyer (evidently he / she wants a car) and to be relatively affluent (the poor do not normally travel by plane). The time when you complete the card also provides information: in July and August, you are more likely to be a holiday maker than in November. Possibly in small print somewhere on the ticket you complete you agree to receive more information about this and other products, and you agree also that your data are "electronically processed". The data acquired this way can normally be expected to be much more valuable than the car the is offered in the draw. Most people who completed the cards will not win in the draw, but instead end up on directs marketing data warehouses and one day receive offers of products and services which they never knew they wanted.
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Advertising as referred to in most economic books is part of the marketing mix. Therefore advertising usually is closely associated with the aim of selling products and services. Still, developments like "branding" show a tendency towards the marketing of not only products and services, but of ideas and values. While advertising activities are also pursued by political parties, politicians and governmental as well as non-governmental organizations, most of the money flowing into the advertising industry comes from corporations. Although these clients come from such diverse fields, their intentions hardly differ. Attempting to influence the public, their main goal is to sell: Products, services, ideas, values and (political) ideology.
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b. July 1, 1646, Leipzig
d. November 14, 1716, Hannover, Hanover
German philosopher, mathematician, and political adviser, important both as a metaphysician and as a logician and distinguished also for his independent invention of the differential and integral calculus. 1661, he entered the University of Leipzig as a law student; there he came into contact with the thought of men who had revolutionized science and philosophy--men such as
b. Nov. 2, 1815, Lincoln, Lincolnshire, England
d. Dec. 8, 1864, Ballintemple, County Cork, Ireland
English mathematician who helped establish modern symbolic logic and whose algebra of logic, now called Boolean algebra, is basic to the design of digital computer circuits. One of the first Englishmen to write on logic, Boole pointed out the analogy between the algebraic symbols and those that can represent logical forms and syllogisms, showing how the symbols of quantity can be separated from those of operation. With Boole in 1847 and 1854 began the algebra of logic, or what is now called Boolean algebra. It is basically two-valued in that it involves a subdivision of objects into separate classes, each with a given property. Different classes can then be treated as to the presence or absence of the same property.