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Use of Online Platform as an Advertisement Tool of Selected Food
Businesses in UST Area.
A Research Proposal
Presented to the
Faculty of Arts and Letters
University of Santo Tomas
In Partial Fulfilment
Of the requirements of the degree
achelor of Arts in
Legal !anagement
"y
#ohn $avid %& Ag"ayani
Athena #eunnesse !ae !& Tria
'L!(
$ecem"er )*(+
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Table of Contents
Chapter 1
1.1 Introduction1.2 O",ectives of the Study1. Theoretical Frame-or.1.! /onceptual Frame-or.1." Statement of the Pro"lem1.# 0ypothesis
1.$ Significance of the Study1.% Scope and $elimitation1.& $efinition of Terms
Chapter 2
2.1 Revie- of Related Literature
2.2 Synthesis
Chapter
.1 Research $esign
.2 Sample Si1e and Sampling $esign
. $ata /ollecting Instrument
.! $ata %athering Procedures
." $ata Analysis
Chapter 1' The Problem and its Bac()round
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1.1 *ntroduction
The use of internet has drastically evolved for the past ten years& According to
I$/2 there are (3 million users of internet in $ecem"er (44+& In an estimate2 #une )*(+
has around 52)6* million users 7Internet 8orld Stats9& :o-2 the internet is part of
everyone;s daily life& People use the internet in ,ust a"out anything they do2 from
"oo.ing a ta
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The study on the use of online platform as an advertisement tool of selected food
"usinesses in UST area aims to e
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Fi)ure 1'
Brian
alli)an/s
*nbound 0ar(etin)
0ethodolo),
In"ound !ar.eting !ethodology -as first coined in )**+ "y rian 0alligan2 an American
author and /?O of Hubspot, an internet mar.eting company "ased in !assachusetts2
USA& In"ound !ar.eting refers to a mar.eting strategy that is focused in mar.eting
activities that "rings in visitors and>or consumers instead of the the traditional mar.eting
strategy -hich is focused on outgoing activities such as telemar.eting2 printed and T@
advertisements as a form of advertisement&
In"ound !ar.eting -as introduced during the time -hen access to mo"ile phones2
internet connection -as on the rise& According to Hubspot2 In"ound !ar.eting is highly
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effective for small "usiness that offers .no-ledge "ased products and services such
-ith limited or small resources allocated for mar.eting&
The goal of in"ound mar.eting methodology is to provide content to attract potential and
future consumers -ho are searching online for ans-ers2 researching the mar.et2
analy1ing and comparing competitors&
In"ound !ar.eting has four course of actions= Attract2 /onvert2 /lose and $elight
Attract'
In"ound !ar.eting starts -ith the idea of attracting the right traffic& Right traffic
are the target consumers "ased on the o",ectives2 specifications and qualifications of
the offered service or product& A "log is the single "est -ay to attract ne- visitors to
your -e"site& In order to get found "y the right prospective customers2 you must create
educational content that spea.s to them and ans-ers their questions& Successful
in"ound strategies are all a"out remar.a"le content and social pu"lishing allo-s you
to share that valua"le information on the social -e"2 engage -ith your prospects2 and
put a human face on your "rand& Interact on the net-or.s -here your ideal "uyers
spend their time&
Convert
$uring this phase2 visitors are converted into leads "y gathering their personal and
contact information& These are done thru forms -hich are filled out and>or call to action
"uttons -hich translates into concrete actions such as attending seminars or
su"mission of requirements&
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Close
$uring this phase2 leads are "eing converted into actual customers& This phase involves
the process of mar.eting automation creating email mar.eting and lead nurturing
tailored to the needs and lifecycle stage of each lead& For e
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Fi)ure 2
1." Statement of the Problem
In a glo"ali1ed and highly competitive "usiness arena "rought "y the changes of
technology2 food esta"lishments had "een using the po-er of internet through social
media and different mo"ile applications to target potential and future customers& In line
-ith this2 the researchers had posed the follo-ing questions=
INEFFECTI
VE
EFFECTIV
E
ATTRACT
STRANGERSPROFIT LOSS
LIMITED AND/OR
REDUCED
MARKET SHARE
EXPAND
CUSTOMER BASE
RETAIN MARKET
SHARE
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(&9 8hy selected food esta"lishments employ online media platform as a mar.eting tool
for their "usinessB
)&9 0o- does these various online platform "enefit the selected food esta"lishmentsB
5&9 0o- can these esta"lishments ,ustify the costs of these mar.eting methodsB
'&9 8hat are the advantages and disadvantages of Online !ar.eting !ethod as
compared to the Traditional !ar.eting !ethodB
1.# ,pothesis
ull ,pothesis'
The use of various online media platforms as a mar.eting tool has no significant effect
for selected food esta"lishments
Alternative ,pothesis'
The use of various online media platforms as a mar.eting tool has significant effect for
selected food esta"lishments
1.$ Si)nificance of the Stud,
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Internet had drastically changed from "eing a -ant into a need particularly in the
"usiness sector& Ten years ago it may have "een a choice to ,ump on the online
"and-agon2 "ut no- it;s an a"solute must to survive and thrive as a small "usiness
7Reyhle2 )*(+9& In a glo"ali1ed and competitive mar.et2 internet is a tool in ma.ing
daily tas.s fast2 efficient and convenient& Internet has also "een a versatile facility in
helping create "usiness opportunities particularly in promoting2 informing and educating&
The researchers aimed this study to "e significant and "eneficial to gro-ing
entrepreneurs2 particularly in the sector of food& The study -hich is aimed in identifying
and understanding the effects of various online mar.eting methods -ill help present
and future entrepreneurs on the right usage of mar.eting methods&
1.% Scope and elimitation
The research shall focus only on the effects of usage of online platform "y
selected food esta"lishments in the UST area& The research shall not cover other
various mar.eting forms such as printed and "roadcast media to the effect that it -ill
highlight its effectiveness and rationale2 ho-ever other mar.eting methods shall "e
present in the study as a comparison to have a "etter understanding on the
effectiveness of online mar.eting methods&
Respondent esta"lishments are selected "ased on their nearness on the nature of
vicinity2 -hich is the University Of Santo Tomas area& This includes esta"lishments
inside the campus2 along the ma,or streets of ?spaCa2 $apitan2 Lacson2 Padre :oval
and secondary streets accompanying them&
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1.& efinition of Terms
CustomerD a person or organi1ation that "uys goods or services from a store or
"usiness&
i)ital 0ar(etin)D the promotion of products or "rands via one or more forms of
electronic media&
*nternetD is the glo"al system of interconnected computer net-or.s that use the
Internet protocol suite 7T/P>IP9 to lin. "illions of devices -orld-ide&
0ar(etin)D the action or "usiness of promoting and selling products or services2
including mar.et research and advertising&
0ar(et ShareD the portion of mar.et controlled "y a particular company or product&
Traditional 0ar(etin)D refers to any type of promotion2 advertising or campaign that
has "een in use "y companies for years2 and that has "een a proven success rate&
0obile ApplicationD is a soft-are application develop specifically for use on small2
-ireless computing devices2 such as smartphones2 ta"lets2 rather than des.top and
laptop computers&
0a+or Streets 7-or.ing definition9 D streets found around the UST Area including
$apitan2 Padre :oval2 A&0& Lacson Ave& and ?spaCa lvd&
Secondar, Streets 7-or.ing definition93 streets that are ad,oining the ma,or streets
found -ithin the vicinity of UST area&
Social 0edia -e"sites and applications that ena"le users to create and share
content or to participate in social net-or.ing&
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Chapter 2' 4evie- of 4elated 5iterature
Introduction
In this chapter2 the researchers shall provide a "road scope of the topics -hich
shall encompass the study& Theories of Internet2 !ar.eting Strategies2 $igital !ar.eting
are present to provide an indepth concept -hich shall "e "eneficial in the determination
of the result of the research&
)&( Revie- of Related Literature
A& Importance of Internet In This %eneration
Internet is considered as a need in this generation& It is considered as a tool for
satisfying people -ith various services related to various different fields& It can help in
completing many tas.s easily in ,ust a fe- clic.s& It can "e a part of life for daily usage
or any specific service -hich may need research or for other purposes& Almost
everything is no- a fe- clic.s a-ay -ith the po-er of internet& Part of the people;s
general practice no-adays -hen they loo. for a particular solution they use internet&
And these people usually gets satisfied -ith the appropriate solution& 7Taylor2 )*(59
& Importance of Social !edia !ar.eting to usinesses
In this generation2 it is not enough to ,ust have a -e"site for "usiness& The digital
storefront of a "usiness should include social media sites li.e Face"oo.2 T-itter2 and
Instagram& It;s time for "usinesses to reali1e that they should start capitali1ing on these
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sites& They should have online presence or these "usiness may start losing over
competition&
8ith social media2 the company can get to see their target mar.et& They can interact
-ith their customers& They can read their reactions and revie-s -hich can help them
get insights and "e a"le to ad,ust their mar.eting strategy&
It can also help them address the customerrelated pro"lems immediately& If there;s
a pro"lem -ith a company;s product or service2 "usinesses need to .no- it immediately&
A feed"ac. the company gets in the process of social media mar.eting2 can
immediately inform the company and ta.e steps to resolve them as soon as possi"le&
/onsumers tend to appreciate the companies that are a"le to respond to customer
complaints&
Internet users tend to "e receptive of the company;s messages& They vie-
Face"oo. and T-itter as social net-or.ing sites and not as mar.eting machines&
ecause of this2 the internet users are less li.ely to treat the posts as advertisements
and they -ill tend to hear -hat the company -ants to say&
Social media can help a company gain more sales& 8hen the "usiness stays in
front of their customer "ase2 they are more li.ely to "uy from them if they need the
products this company sells& Social media mar.eting does not only .eep a company;s
name in front of potential "uyers "ut it also gives them the opportunity to constantly
provide the incentives to "uy& One effective -ay is posting coupon codes that -ill "e
availa"le to your Face"oo. fans and>or T-itter follo-ers&
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/& $igital !ar.eting Strategy
$igital mar.eting drives the creation of demand -ith the po-er of Internet& It also
satisfies the demand in ne- and innovative -ays& It uses the Internet as an interactive
medium&
A "usiness -ith online presence can gain value in the form of attention2 time and
advocacy from consumers& To create value2 it is important that a "usiness should also
focus on content mar.eting& $igital mar.eting is a t-o-ay street that provides to "oth
parties simultaneously 7Alan2 )*('9
The Internet changed the -orld of "uy and sell& The Internet created a ne-
paradigm for the -ay in -hich consumers can connect -ith the "rands2 and the "rands
to their consumers& A complete scope of mar.eting is present on the Internet& The
products and services are positioned and promoted2 purchased2 distri"uted and
serviced&
The Internet can provide the consumers -ith more choice2 more influence and -ith
more po-er& rands can no- have ne- -ays of selling2 launching ne- products and
services -hich they can sell and ne- mar.ets& ?ven the roles played "y the mar.eting
agencies are no- shifting& The socalled Etraditional agencies are getting "etter at
digital mar.eting -hile the agencies that had started as digital shops are no- starting to
play in the traditional advertising space&
/onsumers no-adays are no- more fluent in their movement across channels
and in using multiple channels at once& /onsumers no- e
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-ith -hich they connect& $igital !ar.eting does not mean thro-ing out the rule "oo. on
mar.eting and "usiness principles& 8hat the Internet does is provide a ne-
environment in -hich people can "uild on these& The principle profit is still revenue less
cost is still applica"le even -ith the po-er of Internet&
rands can "uild loyalty among consumers -ho love their products or services&
/onsumers can fall in love -ith the products and services -hen their e
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Second2 does the products2 services or "rands suited to em"race digital mar.etingB In
this generation2 the ans-er is usually yes& Today2 it doesn;t matter -hat is the product2
service or "rand& As long as there is a via"le online audience2 then a "usiness should
"e promoting online&
There are plenty of items "eing mar.eted effectively through digital channels that most
people -ouldn;t e
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creatures& 0umans need to interact -ith other people and it is hardcoded into human;s
$:A& It;s part of -ho and -hat humans are -hich is true -hether online or offline& It is
one of the main reasons -hy many find social media incredi"ly compelling&
!ar.eters thin. venturing in social media as an open2 interactive2 anythinggoes2
consumerchampioned -orld as daunting and scary& The rules in social media are not
dictated "y mar.eters "ut "y the consumers -ho are mediasavvy& They can spot
mar.eting hype a mile a-ay and -ill not -ant to do anything -ith it&
Social !edia mar.eting is a dynamic2 unpredicta"le -orld2 if one -ill get things
-rong2 it -ill ris. the very real prospect of a "ac.lash that may travel throughout the
net-or. in the "lin. of an eye& One should remem"er that at the end of the day2 social
media is a"out people tal.ing2 connecting and sharing -ith other people& The mar.eting
industry should also "e all a"out people2 understanding them and trying to communicate
-ith them&
The customers are already tal.ing to each other online& They tal. a"out the
"usiness; industry2 their competition2 the company2 the "rand and other topics that are
already relevant& The conversation is already happening2 regardless -hether the "rand
choose to get involved or not& It;s "etter to "e a-are of -hat;s "eing said2 to listen2
engage and foster relationships -ith the communities rather than stay quiet& ?ffective
social media mar.eting is a"out leaving a mar. to approach the product promotion even
at home& 8ith social media2 the "rand can find out -hat people are interested in and
-hat they are tal.ing a"out& The "usiness can provide useful information2 advice and
content for the consumers& The "usiness can tal. to them and listen to them& If a
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"usiness can manage to do that effectively then social media can "ecome a very
effective tool to have an incredi"ly positive impact on the organi1ation;s online profile&
8hen "usinesses use social media to get involved2 they may have a great
advantage to engage deeper -ith customers and get insights not availa"le any other
-ay&
$epending on ho- deep a "usiness choose to step in the social media mar.eting
game -ill depend a lot on the "usiness2 the customers2 the goals and the overall digital
mar.eting strategy& There really is something out there for everyone&
These are some of the potential "enefits of engaging -ith the customers through
online social channels=
(& e informed& The "usiness can find out -hat customers really thin.& The
"usiness can get invalua"le insight into the perception of the products2 services2
"rands2 industry and other general topics on interest& Gno-ing the customers is
the .ey to a very effective digital mar.eting& ?ngaging -ith the customers on the
social media platform can "e incredi"ly revealing -ithout "eing intrusive to
consumers&
)& Raise the "usiness profile& 8hen "usiness engage proactively through social
media2 the "usiness -ill appear responsive and the "usiness can "uild reputation
as an authoritative and helpful player in their field&
5& Level the playing field of "usiness& The "usiness can focus on groups2 mar.et
research surveys and use other offline methods of gauging consumer sentiment
"ut it is e
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consumers are tal.ing a"out and -hat the consumers feel -ith little to almost no
financial outlay&
'& The "usiness can influence the influencers& The people -ho are most active in
social media circles can "e the element of the target mar.et and can "e
classified as influencers& They are small in num"er compared to the mar.et as a
-hole "ut theses influential individuals have already gained the trust and respect
of their peers& Fostering their good opinion can have a disproportionate impact to
"roader the online reputation&
+& The "usiness can nurture the "rand advocacy& 8hen "usinesses engage
positively -ith people -ho already have a positive attitude to the "rand& The
"usiness can nurture passionate "rand evangelists -ho can voluntarily advocate
the organi1ation through social media&
3& The "usiness can pass it on& One of the considered most po-erful aspect of
social media is its capacity to go viral& It is the online equivalent of the traditional
-ordofmouth mar.eting2 e
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communities -ith the use of social media& It;s afforda"le and effective& It can help
solve the real "usiness dilemmas and help you ma.e more informed research
design and develop decisions "ased on -hat customers -ant&
F& Forums and $iscussions Sites
Online forums and discussion sites have "een around in the early days of internet&
%eneral discussion groups li.e Hahoo %roups and %oogle %roups -here anyone can
sign up and start their o-n discussion community on any topic is still popular& There is a
mass of other discussion sites focusing on general or specific and niche communities
covering almost every topic&
These are some of the "enefits of forum and discussion sites=
(& rands can get closer to customers& rands can chec. out -hat consumers are
tal.ing a"out in forums& It is a great -ay to find out -hat ma.es customers tic.&
The more the "rand learns a"out their customers2 the "etter they can "e
prepared to engage -ith customers in a meaningful -ay&
)& Raise the "rand profile& rands can contri"ute to the discussion2 offer help and
advice and demonstrate their e
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'& Targeted traffic and audience& Traffic is not necessarily the main reason for
,oining a discussion forum& Offtopic promotion and lin.ing the "rand;s o-n site
for their sa.e -ill "e fro-ned upon even though most forums allo- one or t-o
lin.s in the signature of the profile& rands should remem"er to follo- the rules of
each forum& In including lin.s in the signature2 the "rand can give other people
on the forum a convenient -ay to find the "rand;s site to discover more a"out the
"rand and the company& !any people -ill tend to clic. through for a closer loo.
especially if the "rand -ill ma.e a regular2 valua"le and relevant contri"utions in
the forum&
%& !edia Sharing Sites
?ven media sharing sites are popular& Flic.2 Picasa 8e" Al"ums allo- communities of
mem"ers to upload2 share and comment on the photographs& HouTu"e2 H @ideo2 !S:
@ideo Soap"o< and others can do the same even for video content& Other social media
sites support alternative media types li.e Slideshare can allo- people to upload2 share
and discuss on presentation slide on the 8orld 8ide 8e"& These sites typically allo-
the "rands to ma.e content pu"licly availa"le or restrict them so specific people can
vie- them&
These are some of the "enefits of media sharing sites=
(& rands can find out -hat turns their target mar.et on& rands can analyse the
popularity of items "ased on content su"mission sites& rands can read the user
comments -hich can help the "rand gain insight into their target mar.et through
li.es and disli.es& They can incorporate them into their o-n content creation&
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)& It;s the "rands readymade vehicle for content distri"ution& These sites are ideal
for rapid distri"ution of their o-n digital media content& A -hole microdiscipline of
digital mar.eting has already evolved around HouTu"e and viral video content& If
the "rands can hit the right "uttons -ith their audience2 it can ma.e their video
clip viral li.e the famous E$ove ?volution& 7Ryan and #ones9
2.2 S,nthesis
Internet has "ecome a po-erful tool in today;s perspective& ?verything is made
easier2 from ordering your favourite poc.et"oo.2 to "oo.ing your ne
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right costumers "oils do-n into t-o things2 first2 the content to "e made "y the
entrepreneur -hich shall caught the attention of the targeted customer2 and the internet2
as a tool for avenue -ill do the rest& This is an effective mar.eting strategy2 -ith
minimi1ed effort and investment2 yet targeting a larger customer "ase&
CAPT64 ***
4esearch 0ethodolo)ies
*ntroduction
The purpose of this study entitled EThe use of online platform as an
advertisement tool of selected food "usiness in UST areais to e
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gathering information on the study& It descri"es the specific methods employed and
attempts to provide an indepth e
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A list of registered and operating food esta"lishment -as o"tained from the
usiness Promotions and $evelopment Office of the !anila /ity 0all totaling to &
Researchers -ill use the Slovin;s Formula to get the desired num"er of
participants -ith a +M margin of error& The researchers -ill use the Systematic Random
Sampling in order to determine the participants for the quantitative research method&
. ata Collectin) *nstrument
The research had t-o methods of acquiring data2 first is through an indepth
selection of related literatures through "oo.s2 electronic "oo.s2 maga1ines2 ne-s
papers2 ,ournals and articles -hich are deemed fit and related to the study&
For an updated and timely research2 the researchers had carefully e
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Section T-o= consists of seven openended questions -hich can "e ans-ered "y
the respondents "ased on their e
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." ata Anal,sis
The researchers had carefully incorporated methods and processes in analy1ing2
inspecting and filtering ra- data in -hich -ill "e transformed into information useful in
decisionma.ing of researchers&
Li.ert + Point Scale -as used to determine and analy1e the adequacy and
importance of certain su",ects and to scale the respondent;s attitude to-ards the factors
presented& 8eighted !ean -as used to com"ine the means of the groups to ta"ulate
the results of the questionnaire& Ttest -as also incorporated to compare the results
ta.en from the questionnaire from the t-o groups that are su",ect of this research&
%athered data from the surveys -ere carefully categori1ed in descriptive
statistical analysis to provide comparisons&
Ta"ulation and /harts -ere used to provide a clean and easy comparison
"et-een the categories& !oreover2 the researchers have placed a deep consideration to
the findings and results of related literatures as to the aid of interpretation of the
gathered data specifically to qualitative questions&
!icrosoft ?
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Sources'
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:e- Hor.= Pearson&
ird2 $ 7)**69 /ommonsense $irect and $igital !ar.eting2 +th edn2 Gogan Page2
London
/haffey2 $&2 N ?llis2 F& 7)*('9& $igital mar.eting = Strategy2 implementation and practice
7+th ed&2 pp& 36*9& 0arlo-= Pearson&
/ocoran2 I 7)**69 The Art of $igital randing2 All-orth Press2 :e- Hor.
Lee2 G& 7)*('2 April )49& 0o- to -in friends and influence Hour audience= (* theories to
.no- for greater persuasion& Retrieved :ovem"er 5*2 )*(+2 from
https=>>"log&"ufferapp&com>socialmediainfluence
!eerman Scott2 $ 7)**69 The :e- Rules of !ar.eting and PR2 #ohn 8iley N Sons2
0o"o.en2 :#
Pride2 8&2 N Ferell2 O& 7)*(39& !ar.eting 7pp& (*((*59& Ohio= /engage Learning&
Reyhle2 :& 7)*(+2 #une (+9& The Single !ost Important Reason 8hy Online !ar.eting
Is !ore Important Than ?ver& Retrieved :ovem"er 5*2 )*(+2 from
http=>>---&for"es&com>sites>nicolelein"achreyhle>)*(+>*3>(3>thesinglemostimportant
reason-hyonlinemar.etingismoreimportantthanever>
8ertime2 G and Fen-ic.2 I 7)**9 $igimar.eting= The essential guide to ne- media and
digital mar.eting2 #ohn 8iley2 Singapore
:ine Reasons Social !edia !ar.eting Should Top Hour To$o List Retrieved $ecem"er
52 )*(+2 from http=>>---&contentfac&com>4reasonssocialmediamar.etingshouldtop
yourtodolist>9
http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/7/25/2019 Thesis Updated 12-18-15
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3&9 $o you use internet"ased applications or social media as a part of yourmar.etingB
6&9 If yes2 -hat are these applications>social media sitesB
*** . Please chec. the appropriate "o
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