Baderman Island Family Vacations Essay Example for Free

Baderman Island Family Vacations Essay Baderman Island Family Vacations: Advertising, Creative, and Media Strategies Advertising not only works but is often unmatched in its capacity to reach major audiences, build brand awareness and personality, as well as stimulate curiosity and desire. But, more than ever, companies today [in this very competitive environment] need the right creative messages and media choices in an effort to break through the â€Å"noise† in order to get noticed, and therefore, remembered. This paper will outline Baderman Island’s Family Vacations advertising plan, further expanding on creative decisions and effective media strategies in an effort to increase market share. Baderman Island – Family Vacations Analysis Family getaways are one of the top reasons that guests stay at Baderman Island, regardless of whether the stay is a seven day excursion or a weekend family reunion. With so many activities to choose from such as: boat rentals, water skiing, snorkeling, scuba diving, tennis, golf, five secluded beaches, Oasis Spa, and gallery touring there is truly something for everyone in the family to enjoy, not to mention all the activities on the island are appropriate for visitors of all ages. The many unique selling points of Baderman Island Family Vacations consist of the island being self contained, all-inclusive, hosting an array of restaurants, three different hotels, and unlimited activities to entertain and relax all guests. Currently, the marketing situation consists of a website that is an excellent tool for attracting guests and showing them all the perks of the island through pictures and blogs. The blog is a new advancement to the website, but should prove to attract positively more guests through the testimonials of previous visitors. Target Audience The target audience for Baderman Island is the typical â€Å"family vacationers† who are looking for a resort that offers a variety of activities without having to leave the premises. These families will consist of parents with at least one child. The target family will be the family who consists of two adults within the household with at â€Å"least† 2-3 children to help maximize profits. All races, ethnicities and cultures are welcome. The target market will be an adult who enjoy warm weather vacations with family, spending quality time with each other enjoying activities and who have a love for the beach and fine art. The target audience will also consist of consumers who fall within the lower to middle class and above demographics searching for a family destination that does not require leaving the United States (U.  S. ). Not all families can afford the cost of securing passports and expensive air travel to the Caribbean. Creative Strategies A creative strategy is important to the overall execution of an advertising campaign. Team C will use a â€Å"positioning† approach as its creative strategy. In this approach Baderman Island will be clearly defined as the number one â€Å"all inclusive† destination for family travel. Brand image approach will also be incorporated into the strategy. This will help consumers correlate the Baderman Island brand as a top notch, high quality destination. This approach will be accomplish by using an easy to remember slogan, such as â€Å"Baderman Island Family Vacations, the Finest Place to Reconnect,† as well as further using the ever popular slogan, â€Å"Relax, Enjoy, Indulge. † Increased emphasis will be placed on marketing the concept that Baderman Island is a unique destination specializing in family activities. This will enable Baderman Island to distinguish themselves from other competitive resorts in the marketplace. All creative advertisement associated with the resort will be colorful and eye catching; it will feature pictures that depict happy families vacationing and spending time together, further providing a visual of what family vacationing could be for the potential customer. On radio spots sound bites will be used of customer testimonials of how happy they were when they vacationed on the island. TV ads will also depict families enjoying themselves on the beach, playing golf, in the spa, visiting the museums and art galleries, and participating in the many sports activities offered on the island. The television ads will also highlight the many pricing plans and payment options where applicable. Positioning Statement Baderman Island’s positioning concept will explain that Baderman Island Family Vacations is for vacationers with families who are seeking a luxury resort â€Å"experience† to reenergize from their busy lives and reconnect with family and friends, and that Baderman Island Family Resorts is one of the most luxurious destinations in the world. The island offers four star accommodations that highlight a world-class spa featuring a full range of treatments designed around the resort’s natural springs, sophisticated purpose-designed meeting facilities, and an assortment of other amenities all delivered with a high level of personalized service (University of Phoenix, 2008). All of this is made available on this self-contained, all-inclusive resort island that is surrounded by the beautiful Kelsey River. Golfing, fishing, spa facilities, museum excursions and a beautiful beach are all available to vacationers of this island. Message Platform Baderman’s message platform is to develop Baderman’s brand and when potential guest see the logo, they will envision the beautiful crystal clear waters, which symbolizes peacefulness as well as relaxation. Presently, Baderman Island is expanding the brand on the 1,600 acres of land they own. 750 acres are operational. See map below. (University of Phoenix, 2008). In an effort to increase brand recognition Baderman Island will rely heavily on word-of-mouth marketing. The expectation will be that satisfied guest will continuously sell the brand for the resort while Baderman Island continues to make capital improvements. Once the Baderman Island’s guest vacation experience is over and they leave, the hope is that they will tell their friends about the wonderful experience during their stay. Word-of-mouth advertising is one of the most effective advertising vehicles when feedback is 100% positive. Baderman Island will strive to be the number one vacationing spot. Baderman Island will be well known for the following attributes: Owning an island, which exclusively promotes their brand, and having facilities that offer excellent customer service. Baderman Island makes a point of listening to guests who have enjoyed previous stays and will continue to develop innovative ideas that include customer feedback on how to improve future stays. Media Strategies and Objectives Print media is one of the most efficient ways to reach potential customers. For example, magazines are a medium that has a number of special-interest publications segments that can reach Baderman target audience (Wisconsin Department of Tourism, 2009). As a result, print ads, billboards, and brochures will be Baderman Island’s priority media vehicles of choice. Baderman Island will also use a number of advertising campaigns which will run a variation of television commercials, all emphasizing family fun. An additional strategy that Baderman will use in order to develop a relationship with potential guests is through the use of [developing] creative brochures which will assist with enticing guest towards booking a vacation on Baderman’s Island property. After all, they are inquiring about Baderman’s vacationing experience, so brochures will bring Baderman’s Island Vacations upfront and personal to future guest. Guests will be able to look at full color ads while reading a wealth of information regarding services, pricing plans, recreation packages, spa schedules and a host of activities used to keep children occupied during the day. The objective is to have future guest pick-up and carry brochures with them so they can view the material at their leisure and share it with family and friends. Baderman will capitalize on the idea that the brochure is portable which gives the upper hand rather then relying on guest to remember a 60 second commercial. Lastly, radio air time will also be explored as a media option. There are seven times as many radio stations as television stations in the U. S. (Wisconsin Department of Tourism, 2009) therefore; this is a medium that Baderman will seek to explore with the assistance of a limited-service agency. Strategy RationaleThe rationale behind the creative strategies and campaign message is to ensure that Baderman Island Vacations stands out over the competition. Creating the easy to remember message of â€Å"Baderman Island Family Vacations, the Finest Place to Reconnect,† will capture the image of Balderman Island at its fullest. In addition, using vibrant colors within ads and â€Å"real† people will not only be an eye catcher, but also illustrates the fun side of Balderman Island. Using photos of smiling and happy families doing fun activities together as part of advertisement features will say it all. Baderman Island will use similar stock photos in all advertisements. By placing the emphasis on â€Å"family† the brand image that Baderman Island will be known for will be something that both existing and potential customers will relate too. The resort will also seek to create a feeling of nostalgia where people who see the billboards, magazines, website, or hear radio advertisements will wish and want to experience what Baderman Island offers. An addition strategy will be to choose air time during busy traffic hours to advertise services. What better time to dream being somewhere else than when a person is stuck in a traffic jam. As a family resort, Baderman Island believes in getting and giving the best. As customers, Baderman personnel staff expects the best on both products and services from providers, and it is only right that the resort gives the same respect, treatment and consideration to their customers. Baderman Island stands on the priority objective of treating customers â€Å"just like family. †Supportive ResourcesAlthough many companies have opted towards using outside advertising agencies exclusively for assistance with creative ideas, Balderman Island prefers to do it themselves. Baderman Island’s in-house creative teams provide a range of services depending on the resorts needs and are familiar with the resorts rich history and many products and services. The in-house team is also better equipped to handle adhoc problems regarding advertisements within a timely manner. Keeping creative development in-house will provide the resort more control with lower risks of having proprietary confidential information leaking into the wrong hands, also keeping in mind that external agencies have other clients to assist. In addition to risk management, in-house creative resources for creative support make it easier to coordinate and have a more â€Å"personal† touch with the service versus an outside agency. In addition to in-house support Baderman Island will seek advice from limited-services agencies which specializes in one aspect of creative process; usually providing creative production work or the purchase of media space (Wisconsin Department of Tourism, 2008). A limited-services agency will be used in order to coordinate radio air time and in some instances magazine space. ConclusionAs stated earlier, Baderman Island Family Vacations is striving to continue to compete in a very competitive environment. With the consistent advertising message, â€Å"Baderman Island Family Vacations, the Finest Place to Reconnect,†Ã¢â‚¬ ¦ Baderman will further expand on that message by building upon a media strategy that emphasis family, fun, relationships, and value. Therefore, a media strategy that focuses on â€Å"awareness advertising,† where the attempts to build Baderman Island’s image and familiarity with the resort brand and excellent services will be their ticket towards marketing success. Baderman Island is confident that by using multi-media vehicles of print ads, billboards, brochures, television commercials, and radio spots their target audience will be effectively reached. Six months post campaign launch, Baderman will evaluate their advertising effectiveness through monitoring and post-evaluation tools and re-evaluate their marketing plan accordingly based on results. Baderman Island Family Vacations. (2017, Feb 23).

Primate Infanticide Essay Example | Topics and Well Written Essays - 500 words

Primate Infanticide - Essay Example Primate infanticide mainly takes place when male primates take control of groups comprising of their female colleagues, installs one of them as an alpha who then orders the killing of all the young male primates who have not yet weaned. Those in favor of the pathological behavior ideology share the opinion that primate infanticide comes about because of population pressure (Borries et al, 1999). Their perception is based on the fact that primate infanticide is not a normal make up, but is likely to take place whenever there is an excessive population of primates within a given locality. To corroborate their perception, such scholars argue that primate infanticide habitually takes place when a specific set of primates reside within a region with insufficient resources, such as food. The highlighted information notwithstanding, conclusive evidence has recently pointed out that primate infanticide is basically a male reproductive strategy. This is because females who lose their male offspring early are prospective to resume sexual activity earlier compared to those who keep their offspring (Borries et al, 1999). Consequently, they are set to bear their next infants sooner than the females with surviving infants. Additionally, further research has pointed out the fact that in most instances males who have borne children with the females have not been related to the killed infant. It is similarly important to note that further research has pointed out to the fact that the infanticidal males are normally new immigrants who were either sexually immature or did not copulate with the female group member earlier. Similarly, the male members have gone ahead to remain as members of the group for a substantial duration. The information discussed above on the sexual selection hypothesis may have been conclusive in the past, for there was no

Childhood obesity Research Paper Example | Topics and Well Written Essays - 1500 words

Childhood obesity - Research Paper Example The obesity trends is rising day by day, and all that does emanate from the imbalance in the caloric content consumption. The trend has had detrimental effect to the children, exposing them to cardiovascular diseases, cancer and diabetes. The essay will expound childhood obesity with relation to classification, causes, effects and preventive measures. Obesity is determined by use of BMI in children who are two years or older. The center for disease control and prevention has come up with the acceptable body mass index from that that needs medical attention. A BMI of 18 to 24 is classified as a standard body mass index with 25 to 29 being overweight. Obesity sets in when ones weight and height ratio goes beyond 30. On the other hand, a BMI of less than 18 is classified as underweight as well (Anderson and Butcher). However, the United States preventive task force confirmed that high BMI can identify a health problem but does not mean that all children need to lose weight. The prevalence  of obesity in  childhood  is increasing in the world with the current estimates being in 42 million cases of overweight children (International Obesity Taskforce). According to (Force), the number of obese children has doubled from the ones in 1980 in all countries of North America that include Mexico, the United States, and Canada. Even though there is a decreased rate of childhood obesity development in the United States, the prevalence still remains high at 32.8 percent among children of age 6 to 11 years old, and 18 percent of the children with the age brackets of 6 to 9 years old (UniMelb Obesity Consortium). A myriad of factors often act in combination hence leading to the development of obesity among children. The mixture of elements that can result in the development of obese are termed as obesogenic in medical terms. One of the greatest risks of the child developing obesity is a situation whereby the parents to are suffering from the same condition. This can

evilmac Evil Defined in Shakespeares Macbeth and Beowulf :: comparison compare contrast essays

Evil Defined in Macbeth and Beowulf For centuries evil was defined by human preoccupation, and it was often indicated in the English literature. From Beowulf to Macbeth, people's perception on the nature of evil had matured and became more complex. In Beowulf's period, evil was simply defined based on outer appearances and actions. The author of Beowulf described the evil Grendel as a fearsome monster: "He(with sharp claws)...snatched up thirty men, smashed them." For the same reason, Grendel's mother was also considered evil although she merely wanted to revenge her son. The last evil character in the story was the Dragon. He killed the Geats and burned their homes with his breath of fire. Monster and evil certainly had the same meaning in the Pre-Christian time. As Christian was introduced, a new definition of evil that concentrated on human values and thoughts had emerged. The Christian believed that the seven deadly sins were the cause of evil. Thus in the play Macbeth, Macbeth's tragic flaws were actually the deadly sins. They were greedy and envy. Macbeth was not satisfied with his current position, "Thane of Glamis," and not even his newly gained "Thane of Cawdor" would please him. He had only one thing on his mind, the throne. When he became the king, he envied Banquo's having heirs who would be rivals for the throne. The Christian also developed the theory of the great chain of being. It basically stated that a person could not and was not allowed to change his social status. Thus in the play, everyone eventually turned against Macbeth, who had broken the great chain of being by taking the throne from the rightful king. At the end, Macbeth died as an evil being who had broken all the Christian rules. The nature of evil also became unclear as it got more complex. In Macbeth, the play began with the three witches' meeting. To a first-time reader, it would appear that these "weird sister" were the evil ones, because it was a common human perception. Who could be more evil than a witch who vowed to punish a sailor only because his wife cursed her and refused to give her some

Frankenstein/ Blade Runner Essay

Textual form is an issue which divide many critiques and audiences. Some view texts as a form being superior and more expressive, whereas others may view film as to be losing its credibility of expression. Never the less it is adamant that through a comparative study of two differing forms exploring similar ideas it becomes clear that one form isn’t always superior over another. Mary Shelley’s Frankenstein (1818) and Ridley Scott’s Blade Runner (1982) mirror this thesis. Whilst being composed more than a century apart, each explore similar ideas but approach them from different perspectives. Shelley’s epistolary novel reflects a period of Romanticism and Enlightenment through its glorification of nature, as well as its cautionary like tale of social responsibility and exploration of creator verse created. Scott’s science fiction film Blade Runner conveys the many fears surfacing from the United States in the 1980 by warning of the possible dangers associated with environmental deterioration, scientific advancements and genetic engineering. Scott scrutinizes such concepts as a world without true nature, and, like Frankenstein, the consequences of a lack of social responsibility. Shelley masterfully uses literary techniques to create her timeless classic. Similarly Scott achieves a similar prestige through his use of filmic techniques. Nature is a powerful idea explored in Frankenstein. The idea of sublime nature was embraced during Romantic period of the late 18th Century. It allowed an unrestrained emotional experience for the individual. In ‘Frankenstein’, descriptions of nature seem to appear repeatedly during emotional or significant moments in Victor’s life. Nature allows an outlet for Victor, it acts as his savoir. This connection is expressed where Victor travels back to Geneva to see his family. Here he witnesses the might of nature and its power. Such examples of this include the pathetic fallacy of ‘lightning playing on the summit of Mont Blanc’ with lightning being a recurring motif in the novel expressing how nature, whilst having to power of destruction, also has the power to illuminate and make clear. Nature also acts as a savoir to Victor in a time of sickness ‘bestowing’ on him the ‘most delightful sensation’ therefore conveying once more his connection and dependence with nature. Just as ‘Frankenstein’ glorifies nature, Blade Runner explores a world where nature has become virtually obsolete. This mirrors the public’s thoughts in the 80’s of a continued deterioration and the consequences of our overuse of nature. The opening scene of Blade Runner uses filmic techniques such as chiaroscuro to reflect the lack of nature present with the entire landscape being industrialised. The pollution of the city drowns out the suns’ light, meaning all present lighting is artificial, reflecting a world with no natural warmth or clarity. The close up fade of the eye expresses a fire burning within, a possible allusion to Hates and the underworld. The non-diegetic music played is synthetic sounding, providing an eerie setting, further enforcing a lack of nature. A lack of social responsibility is evident in Victor concerning the Creature setting up a creator verse created situation in Frankenstein. The monster reflects context of Tabula Rasa, he is a blank slate; completely innocent until experience creates perception. ‘Cursed, cursed Creator! Why did I live †¦ I know not: despair had not yet taken possession of me’. Shelley here uses rhetorical questions and emotive language to express the feeling of the Creature. The Creature believes that the blame for his suffering and pain lies with Victor’s cruelty and neglect of his creation rather than pain and anger being something innate in him. Victor through his lack of responsibility for this creation created an outcast of the monster leading to its pain. Shelley shows this in the biblical allusion ‘I ought to be thy Adam †¦I was benevolent and good: misery made me a friend’, once again strengthening the readers opinion that the creature’s suffering could have been avoided if Victor had shown sympathy towards him. Just as the monster confronts Victor in Frankenstein, Roy also confronts his creator Tyrell, in Blade Runner. Roy, being a result of genetic engineering, plays out the mindset of the public in the 1980s that eventually the birth of our advancing science may one day turn on us. The scene features shots filled with religious iconography with Tyrell draped in luxury with lit candles providing the only light in the room. The chess game which Tyrell and Sebastian are engaged in is a metaphor for the capturing of the king with the king being Tyrell and Roy achieving â€Å"checkmate†. The two shot of Roy and Tyrell during their confrontation is one of the few in the film and displays Roy as a dominant figure indicating a power shift in their relationship. Tyrell clearly acknowledges this shift when he backs away from Roy in fear. Roy is moved by this meeting as to him Tyrell is God, his creator, which is conveyed in the quote â€Å"it’s not easy to meet your maker†, a biblical allusion expressing the enormity of the meeting from Roy’s perspective. It is now clear, through the comparative study of ‘Frankenstein’ and ‘Blade Runner’ that a comparative study of two textual forms only enhances our interest in discovering the parallels present between them. ‘Blade Runner’, being a film, has clearly shown to be able to explore similar ideas as ‘Frankenstein’, a novel. Each thoroughly explores nature and its influence on the public of their time as well as the lack of social responsibility each creator had towards his created, and the consequences of those actions. Thus it is evident that difference in textual form does not weaken the depth in which similar parallels can be explored.

Truth vs. Fiction in Narrative of the Life of Frederick...

Truth vs. Fiction in Narrative of the Life of Frederick Douglass and Uncle Toms Cabin It is often said that truth is stranger than fiction. Perhaps, this is so, as truth wears no veil; it is stark reality. There are no soft edges in truth. Only the most zealous hunters, those willing to meet the sword, actively seek it. The majority, while considering ourselves open to the truth, may only realize it when it comes disguised as something else. In short, it seems that we need to see it as not threatening, but molded and plied into something we can digest. Narrative of the Life of Frederick Douglass, An American Slave is a brilliant and powerful piece which details one of the worst times in American History. After reading†¦show more content†¦The very fact that Douglass was essentially self-taught, and penned such a powerful piece belied the preferred opinion that blacks were inferior, thus suited for slavery. In addition, throughout the narrative, he expressed emotions and sentiments common to persons of all races. He says of his lack of knowledge of his birthday, A want of information concerning my own was a source of unhappiness to me, even during childhood (1824). By mentioning this, he calls attention to the fact that the slaves had the same desires as the dominant culture. While employed at the shipyard in Baltimore, he learned a trade and was able to earn money. He was able to command the highest wages given to the most experienced caulkers (1867). Yet, his master took his wages from him. As he says I contracted for it; I earned it; it was paid to me; it was rightfully my own (1868), yet he had to give it to his master solely because he had the power to compel me to give it to him (1868). Here, Douglass illustrates the desire of every man to be able to learn a trade, and earn honest wages. No man would want to be deprived of that freedom, yet Douglass was, because of slavery. As Meider writes in the Journal of American Folklore,

Lightweight Concrete Decorative Tiles - Free Essay Example

Sample details Pages: 9 Words: 2804 Downloads: 7 Date added: 2017/06/26 Category Statistics Essay Did you like this example? 1.2 Aim To produce the lightweight concrete decorative tiles by using waste materials with different attractive colour and pattern. Don’t waste time! Our writers will create an original "Lightweight Concrete Decorative Tiles" essay for you Create order 1.3 Objectives To achieve the properties of lightweight concrete decorative tiles. To assess the purpose and advantages of lightweight concrete decorative tiles. Design mix of the decorative tiles by different ratio with waste materials. 1.4 Problem statement Lightweight concrete decorative tiles are very common use nowadays. But using waste materials to produce lightweight concrete decorative tiles are still very fresh in our country. 1.5 Scope of study The scope of study for this dissertation is concerned on the lightweight concrete decorative tiles. The purpose for this dissertation is to produce decorative tiles with waste materials . 1.6 Background information Nowadays, building materials become more and more important in construction industry. Concrete has become the most important material for large buildings because it is durable, fire resistant, relatively cheap, and an entire structure can be cast monolithically. Lightweight concrete may be structural concrete that weights slightly less than normal concrete and thus reduces the weight of a structure, or it may be much lighter and used mainly for insulation and sound absorption. It is lighter than the conventional concrete. The use of lightweight concrete blocks has been widely spread across countries. Its advantages are that there is a reduction of dead load, faster building rates in construction and lower haulage and handling costs. Decorative tiles have been with us from the earliest days of human civilization with some of the earliest examples of decorative wall tiles coming from 4000 years ago. Traces of this rich history can be found in the contemporary decorative tiles we find nowadays. Many techniques were used to create pictures, figures and patterns on pieces of tile. These techniques include glazed clay, encaustic or inlaid clay, mosaic stone, mosaic clay tiles, hand painted tiles, carved and formed tiles, sgraffito (scratched tiles), metallic overlays and transfer printing. These same methods are all used to make decorative tiles today. These are very similar to the pieces made by ancient tilemakers. In fact art tiles as theyre known in the industry, have become the fastest growing trend in tile design and are as coveted my 21st century designers and customers as they were prized by our ancestors. 1.7 Methodology Stage 1 : Literature review This study will review the relevant literature on the lightweight concrete brick and also clay brick. In order to achieve the entire objective, a systematic literature review shall be conducted which will cover reference book in library, institutional and statutory publication, periodicals and trade/academic journals and so on. A research of the relevant information including an internet searching conduct in order to find out the properties of lightweight concrete brick and clay brick. The entire information search from Internet will keep us informed of the future and presence data. Stage 2 : Pilot study Date collection will take the form of a structured postal questionnaire. However, an initial pilot study will be conducted to test the validity of the questionnaire through in depth test at laboratory. Stage 3 : Testing at laboratory The feedback from pilot study should assist in laboratory experiment . Testing the material that related to my research. Stage 4 : Analysing the experiment result The analysis of the experiment result will take two forms. First is do a comparison with table form. Second is do a result proposal then just do a table and list out the differences between two materials. Stage 5 : Writing the research report This stage involved writing up the content of the dissertation and should cover the chapters proposed in the following section. 1.8 Proposed structure of the dissertation Chapter 1 Introduction Chapter 2 Literature review Chapter 3 Research design and methodology Chapter 4 Analysis of the results and discussion Chapter 5 Conclusion and further study evidence CHAPTER 2 LITERATURE REVIEW 2.1 What is Lightweight Concrete Decorative Tiles ? 2.1.1 Definition of Lightweight Concrete Jeffrey Girard (2006) states that à ¢Ã¢â€š ¬Ã‹Å"lightweight concrete mixes are commonly used in the construction industry where weight savings is an important factor. One of the most common uses for lightweight concrete is with floor, roof or bridge decks; others include pavement systems, masonry blocks and offshore oil structures. Lightweight concrete is made by replacing some or all of the normal weight aggregate with lightweight aggregate. Often the coarse fraction is replaced with lightweight aggregate and the fines are normal weight sand. Mat Lazim Zakaria (1978) states that à ¢Ã¢â€š ¬Ã‹Å"lightweight concrete can be defined as a type of concrete which includes an expanding agent in that it increases the volume of the mixture while giving additional qualities such as nailibility and lessened the dead weight. Mohd Roji Samidi (1997) written that à ¢Ã¢â€š ¬Ã‹Å"lightweight concrete is lighter than the conventional concrete with a dry density of 300 kg/m3 up to 1840 kg/m3; 87 to 23% lighter. It was first introduced by the Romans in the second century where à ¢Ã¢â€š ¬Ã‹Å"The Pantheon has been constructed using pumice, the most common type of aggregate used in that particular year. Lightweight are commonly use when weight saving is the important factor such as using in floor, wall, bridge decks or roof. Usually it is made by replacing lightweight aggregate rather than normal weight aggregate to produce lighter in weight and the sand will be remain the same. It also can be made by adding some admixture or expanding agent to increase the volume of the mixture. It will lessen the weight of the concrete. Lightweight concrete can be made to lighter than the conventional concrete up to 23 to 87% still the most common type of lightweight concrete will be replacing the normal aggregate by lightweight aggregate. 2.1.2 History of Decorative Tiles  · Decorative tile has been around since the beginning of recorded history. In fact, some of the earliest records were created on tile that was carved, fired and then preserved in the libraries of kings. Even the glazing of tile has long been practiced, seen in archaeological finds such as the Ishtar Gate of Babylonian King Nebuchadnezzar II (dating to around 575 BC). Tiles were used in mosaics throughout Greece and Italy, often depicting intricate scenes of religious and cultural value. Roman baths were often decorated in tile mosaics, some of which still survive. Early use of decorative tiles was a privilege that was restricted to the upper class and the clergy. The use of ceramic tile became more widespread in Europe during the Middle Ages. Italy was a major producer of such tile, and still is today. Tiles used in cathedrals throughout Europe can still be seen today, a testament to their durability. 2.2 Waste Materials Papercrete Papercrete is a building material comprised of a mixture of Portland cement and recycled paper fiber (a light-weight, insulating concrete) . The maximum insulating value is obtained when the dry matrix includes the greatest density of air pockets. High strength is obtained when the paper fiber is thoroughly coated by the portland cement. Papercrete is mixed with Portland cement to obtain an excellent sound absorption quality, to be flame/fungus retardant, and bug/rodent resistant. Since it is relatively light , it is potentially an ideal material for earthquake-prone areas. It can be used in many ways as blocks, panels, poured in place, used like igloo blocks to make a self-standing dome or applied over a framework to make a roof or dome. 2.3 Properties of Lightweight Concrete Decorative Tiles 2.3.1 Compressive Strength For compressive strength, the performance of lightweight concrete is controlled on lightweight aggregates. Two factors enter into the strength of lightweight concrete are the strength of the aggregates and the strength of the hardened cement-water paste. Among the various types of lightweight aggregate, there are large differences in strength and toughness, and all but the strongest lightweight aggregates are likely to be weaker than hardened cement-water pastes within the usual range of cement contents. (American Society for Testing and Materials,1956 pp.241) As the general rule, the strength of a lightweight concrete will be less than that of a concrete of equal cement content but containing aggregates of normal weight. Also, with a given cement content, the lower the strength of the lightweight aggregates the lower will be the strength of the lightweight concrete. (American Society for Testing and Materials,1956 pp.241) In the truth, lightweight aggregate concrete does not have good compressive strength as the density is low. The strongest of the lightweight aggregate concrete is still weaker than the cement paste. The lower the strength of lightweight aggregate, the lower the strength of lightweight concrete. The benefit for lightweight concrete is light in weight, good in insulation and fire resistance. 2.3.2 Sound Insulation and Absorption Lightweight concrete is a perfect impact and air-borne sound absorbing concrete and thus is highly suitable for partition walls and floor screeds or foundations. The air-borne or air contain in the lightweight concrete has better sound absorption. When there is better sound absorption, the better for the sound insulation. It is suitable to use for partition walls and floors which require better sound insulation. 2.3.3 Fire Resistance Lightweight concrete has a better fire resistance than concrete consisting of normal aggregates, because of its lower heat conductivity, and its lower rate of strength loss with rise in temperature . Lightweight concrete has better fire resistance than conventional concrete because it has lower heat conductivity. When the temperature of the lightweight concrete rise, it does not expand quickly like conventional concrete as the density of lightweight concrete is lower. As a result, the lower rate of strength loss will be for the lightweight concrete. It is to prevent the fire spread faster to cause more injuries or losses. If the fire spread one room to another room, the victims in a fire may not able to escape. It is why the covering elements should be better fire resistance. 2.4 Purpose of Decorative Tiles Decorative tiles can be used in a variety of places around the home and in many different ways. While most people think of floor tiling, there are many other places that can be given a fresh look with tiles. They can also be used on kitchen counters, walls and in bathrooms.   Tiles can be great to put on walls behind kitchen and bathroom sinks or around bathtubs as backsplashes. Using tiles as borders around rooms is an effective way of creating a new look. Replacing an old floor with new tiles can create a floor that is easy to care for and doubles as a piece of  art. Decorative tiles can also be used on an individual basis. Tiles that are decorated with a single scene or picture can double as wall art. A few plain tiles and decorating them by hand is a great way to create one-of-a-kind art, specially tailored to an individual room. 2.5 Advantages and Disadvantages of Lightweight Concrete Table below shows the advantages and disadvantages of using lightweight concrete as structure . Advantages Disadvantages rapid and relatively simple construction Economical in terms of transportation as well as reduction in manpower Significant reduction of overall weight results in saving structural frames, footing or piles Most of lightweight concrete have better nailing and sawing properties than heavier and stronger conventional concrete Very sensitive with water content in the mixtures Difficult to place and finish because of the porosity and angularity of the aggregate. In some mixes the cement mortar may separate the aggregate and float towards the surface Mixing time is longer than conventional concrete to assure proper mixing Table 2 : Advantages and Disadvantages of Lightweight Concrete Source : (Mohd Roji Samidi,1997) 2.6 Benefit of Using Lightweight Concrete Decorative Tile Replacing old wallpaper and flooring with decorative tiles can create a whole new look for a room, without dipping too far into the budget. While it is not uncommon to do a whole floor or wall in tile, they can also be used as accent pieces and borders. Decorative tiles are durable and easy to clean. Weathering tiles, specifically made for outdoor use, can be not only extremely resistant to the elements, but a good source of insulation as well. 2.6.1 Weight Reduction Reduced dead load of wet concrete allows longer span to be poured unpropped. This save both labour and circle time for each floor. Reduces the dead weight of a structure from 1/3 to  ½ the weight of normal concrete. 2.6.2 Thermal insulation A less obvious but nonetheless important characteristics of lightweight concrete is its relatively low thermal conductivity, a property which improves with decreasing density in recent years, with the increasing cost and scarcity of energy sources, more attention has been given the formerly to the need for reducing fuel consumption while maintaining, and indeed improving, comfort conditions buildings. The point is illustrated by fact that a 125mm thick solid wall of aerated concrete will give thermal insulation about four times greater than that of a 230mm clay brick wall. 2.6.3 Fire Resistance A 13 to 15 cm (5-6 inch) thick wall made of 1,100 kg/m3 density lightweight concrete has a fire endurance of 5-7 hours. The same degree of endurance is achievable with a 400 kg/m3 density lightweight concrete that is only l0 cm thick. Lightweight concrete is non-combustible, and the air embedded in lightweight concrete attributes to the high fire-rating. 2.6.4 Sound Insulation Lightweight concrete is a perfect impact and air-borne sound absorbing concrete and thus is highly suitable for partition walls and floor screeds or foundations. 2.6.5 Savings in Material A reduction in dead weight contributes substantially to savings in reinforcement steel in foundations. Therefore, the overall quantity of steel reinforcement in lightweight concrete can be reduced by as much as 10%. Savings are also substantial in transportation, crane- and man-handling related activities as well as in raw materials, as no gravel is required to produce lightweight concrete, only the sand and cement mortar/paste subsequently embedded in the foam (air). Casting very slender walls can optimize the amount of concrete used, which also results in using a very thin layer of plaster. For certain applications, no plaster is required, and gypsum putty is directly applied before painting. Walls as thin as 50 mm can also be cast. The high flow ability of lightweight concrete makes vibration unnecessary, and thus requires vibrating equipment/accessories. 2.6.6 Savings in Manpower and Cost Only a few semi-skilled workers are needed to produce lightweight concrete for the casting or pouring of panels, blocks, or even complete walls for houses. In producing lightweight concrete, steelworks, formworks, brick laying and cement renderings do not constitute major site activities, and therefore the related workers are not required. Workers are only needed to set up cost saving and reusable formworks, and then to remove them for the next erection or casting. Reduction of dead load, faster building rates and lower haulage and handling costs. The eight of the building in term of the loads transmitted by the foundations is an important factor in design, particular for the case of tall buildings. The use of lightweight concrete has sometimes made it possible to proceed with the design which otherwise would have been abandoned because of excessive weight. In frame structures, considerable savings in cost can be brought about by using lightweight concrete for the construction floors, partition and external cladding. Most  building materials  such as clay bricks the haulage load is limited not by volume but by weight. With suitable design containers much larger volumes of lightweight concrete can haul economically. Worker can work faster and better, there should be a reduction in labour cost. This can account for up to 80% of the finished cost. Therefore, handling costs may be lower as well. 2.6.7 Life span of Lightweight Concrete Lightweight concrete has a life-time span (minimum 100 years). Previous investigation has shown that sectioned blocks of cellular concrete cast 10 years ago indicated only 75 percent of the hydrated Cement. It is expected that the strength would continue to increase with continuing hydration. The use of lightweight concrete in many cases has eliminated the use of products like clay bricks, conventional concrete blocks and other insulation materials. 2.7 Design Mix of The Decorative Tiles 2.7.1 Papercrete Formulas à ¢Ã¢â€š ¬Ã¢â‚¬Å" Papercrete (Anon., 2010) provided that à ¢Ã¢â€š ¬Ã‹Å"But a typical starting formula for a 200-gallon batch is 160 gallons (727 liters) of water, 60 pounds (27 kilograms) of paper, 1 bag or 94 pounds (43 kilograms) of Portland cement and 15 shovelfuls or 65 pounds (29 kilograms) of sand. The sand adds thermal mass, reduces flammability and shrinkage, and packs down the slurry for a denser, stronger block. This is a mixing formula for a 200 gallon batch papercrete. It needed 727 liters of water, 27 kilograms of paper, 43 kilograms of cement and 29 kilograms of sand. The purpose of the sand is to reduce flammability and shrinkage of the papercrete. It also packs down the slurry denser and stronger. 2.7.2 Proportion of Design mix In this project I will produce few samples of design mix for papercrete such as lime, cement and paper sludge mix or cement and paper sludge mix or lime and paper sludge mix. These are to find out which design mix is the most suitable to produce a lightweight concrete decorative tiles. The design mix should able to last longer with its properties.