By describing the physical, personality, and temperamental territorial characteristics of Purrfect and Sophie, I can explain the bizarre relationship, or lack thereof, between two exceptionally spoiled pets. Logically, a huge cat can easily subdue a teensy weensy dog. Stereotypically, dogs torment cats. However, Purrfect and Sophie are anything but typical.
Uncommonly tall, Purrfect is also exceptionally lean. His agility is amazing. He leaps approximately five feet to reach his favorite snoozing place atop the entertainment armoire. We tell unbelieving friends he is a flying cat. Witnesses agree. In addition, he stands on his hind legs in the attempt to open the front door with his paws. Being raised alongside a toddler, Perfect also learns to quickly vacate when the children become too amorous.
Growing up with energetic children, Purrfect learns self-preservation tactics. Sometimes, hugs and cuddles resemble restrictive imprisonment. Usually he escapes via an upward flight to the highest perch. As an animal lover, I insist the children respect his safe zone. Nonetheless, he loves the children. I suspect he feels my children belong to him instead of him belonging to my children.
When the children play outside, he cries at the door until they return. After our outings, Purrfect races to the door in greeting. In addition to thinking we belong to him, we suspect Purrfect feels human. He eats a strange assortment of people food. As special treats, he prefers broccoli cheese soup and Arby's roast beef instead of his boring and ordinary cat food. Also, like many humans, he loves to snuggle beneath the covers in slumber on a chilly night.
Similar to a person, Purrfect feels obligated to protect his domain. Despite being a sissy and hiding under the bed during a thunderstorm, he hisses at the mail lady. Currently undefeated, he successfully confronts any cat with the gall to invade his territory. Once, I mistakenly let my mom's wayward cat in the house. Before she fetches him, fur literally begins to fly.
A much sturdier cat, I expect to find Purrfect sore and bleeding. However, the tufts of hair I find later belong to our unwelcome guest. Frequently, the children invade his personal space. On rare occasions, Purrfect bravely tackles my obstinately aggressive preschooler who forceful tries to engage a living playmate.
Although Sophie also enjoys a playmate, her stature limits activities. Sophie is a three-pound miniature Pomeranian puppy. Thus, steps are mountainous. Without assistance, comfy couch cushions are unattainable. When romping around the room, human feet represent a potential safety hazard. So, we view Sophie as a defenseless and delicate little pup. We are wrong!
In contrast to our preconceived views, Sophie is not defenseless. Under duress, she becomes a vicious bundle of fur. For example, when Sophie is hungry, she loses all sensibility. Knowing a found French fry will cause her a tummy ache; I endeavor to pull it from her clinched jaws. Unexpectedly, I find the baby sharp teeth embedded in my finger. She snarls. She bites. She wins. With the same force she uses to protect her food, Sophie asserts her opinion. An ear piercing bark follows any decision unsanctioned by Sophie. . My five-year-old son says: "she can do anything she wants, as long as she doesn't bite. Consequently, Sophie ultimately rules the roost.
While ruling her roost, Sophie fiercely guards her chew toys. Despite her miniature size, she loves to play tug-of-war. She usually wins by default. She is tenacious. She is equally serious during mealtimes. Her food dish is sacred territory. However, she prefers not to eat alone. Better yet, she loves to be hand fed.
In addition to guarding her toys and her food, Sophie envisions herself the official greeter. She loves company. Like a child, she thinks anyone passing over her threshold comes specifically to entertain her. If she is awake, she gives and demands constant attention. She incessantly follows my Mother. She is an unfailing bathroom companion. Left outside the door, she cries. As always, she gets her way.
By comparing and contrasting the traits of two extremely spoiled pets, I paint a literary portrait of two extraordinarily different and yet strangely similar family companions, and establish a background for the following tale. Unable to physically help my Mother move, the children and I opt to baby-sit Sophie. Upon entering our house, Sophie immediately goes berserk. Like the metal ball in a pinball machine, Sophie runs back and forth exploring.
She steals my son's toys and my daughter's socks. Attacked by curiosity and hunger pangs, Sophie tries Purrfect's cat food. Amid the obvious mayhem, Purrfect and Sophie meet. Expecting Purrfect to protect his domain, he is banished to the bedroom. While he is in the bedroom, Sophie taunts him. She scampers down the hall and barks at the door, then she races back to the safety of the living room. Getting no response, she repeatedly flits between the hallway and the living room.
Feeling sorry for Purrfect, I decide to let him release him from captivity if the children promise to guard Sophie against harm. Sophie excitedly anticipates a new playmate. Purrfect disagrees. Flustered by this unknown mobile ball of fluff, Purrfect heads for cover. He escapes to a remote corner under my bed. Now, Purrfect is becoming braver. He watches her from his sanctuary atop the entertainment center, and comes down only after she leaves.
A large cat intimidated by a small puppy seems perfectly preposterous. Approximately six times the size of Sophie, I expect Purrfect to uphold his reputation and establish his authority and proprietorship. Instead of Sophie cowering under the reproachful gaze of our beloved cat, he slinks away in distrust and fear. Despite my daughter's attempts to reassure him, he maintains his distance. Unaware of his potential abilities to harm her, Sophie continually assumes her royal behavior. Sophie Wins.
About the Author
My aim, is to provide the services, for you the client, in articles, advertising, e-books, editing, etc., to help you communicate information to the public. Tutoring services are also available to help you become a better writer.
Walky Guard Car Barrier.
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The only fully portable vehicle dog guard product on the market today! Thanks to our patented design, the WalkyGuard dog vehicle barrier solves all those unwanted problems associated with hard fixed system. It's safe, easy to use and fits practically any vehicle, provided it is equipped with extendable rear headrests.
Dream Baby 7 inch Gate Extensions The Dreambaby Extensions are used with Dreambaby Security Gates. The extensions come in two colors black and white. Extensions should be used where regular gates just does not suffice. Perfect for keeping children safe and pets out....
Walky Guard Car Barrier.
Car Barrier
The only fully portable vehicle dog guard product on the market today! Thanks to our patented design, the WalkyGuard dog vehicle barrier solves all those unwanted problems associated with hard fixed system. It's safe, easy to use and fits practically any vehicle, provided it is equipped with extendable rear headrests.
If you have trouble keeping your pet or cargo safely in the rear of your vehicle this PET-BARRIER is the perfect solution for easily keeping your pet or cargo safely in the back away from the driver and passenger. May be used behind the front seats, 2nd row seats or behind 3rd seats....
The POOCH GUARD pet barrier really keeps pets under control in SUV's and minivans. Keep the dirt in the back by preventing your dogs from running around the vehicle while you are driving, or in your absence. The POOCH GUARD will also keep your pets safely behind the barrier in the event of sudden stops. Less distraction for the driver.
Maximum 42" roof height. Opens to 65" wide....
This digital document is an article from The Register-Guard (Eugene, OR), published by Thomson Gale on September 6, 2007. The length of the article is 822 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.Citation DetailsT...
This JW Pet Company Nail Clipper Deluxe with Cutting Guard for Dogs grooming tool takes "the bite" out of the often-dreaded nail-trimming chore! The JW Pet Company Nail Clipper Deluxe with Cutting Guard for Dogs allows you to give your small to medium-sized dog a "manicure" with confidence. It is designed to prevent you from "cutting to the quick". Professional groomers use JW Pet Compnay Nail Clipper Deluxe with Cutting Guard for Dogs.
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Large Breed Dogs - Labrador Hip Dysplasia Treatment
When a dog has hip dysplasia, the joints develop abnormally.
The "ball and socket" joints of his hips become malformed and unstable, causing inflammation and weakness. Depending on the severity of the problem, this can lead to painful and sometimes crippling arthritis.
Hip dysplasia is considered a hereditary condition. Veterinarians are usually unable to diagnose the condition until the dog is older and the dysplasia has developed to the pont that the dog is in pain. Dogs with dysplasia usually either limp on the sore leg, or are less active than usual.
There are surgical procedures available to treat hip dysplasia. Still they are generally regarded as the obsolete procedure since they are expensive and quite complicated procedures.
Larger dogs especially do not generally respond as well to the surgery; the scar tissue simply cannot support the larger weight.
Therefore many large dog owners prefer treating their pets hip dysplasia in other ways.
Once a determination is made that hip dysplasia is present, a treatment plan is necessary. There are three major things we can do to prevent Canine Hip Dysplasia.
1. Stop breeding pets that have dysplasia
Since hip dysplasia is hereditary neutering the dogs would mean that fewer families will have the painful chore of caring for a beloved pet that aches so much it can hardly walk.
2. Feed pets so they are not overweight
Diet has a profound effect on hip dysplasia. Research has proven that the less large breed puppies weigh, the less likely they are to develop dysplasia.
3. Exercise young pets with moderation
Dogs can develop joint disease if they are doing more than they can, such as jump high or run long distances. Do not over exercise your dog. Swimming is one of the best exercises for pets because it builds muscles without stressing joints.
Medications and supplements
Dog owner may also consider using medications and supplements to better the dog's life. We are recommending several nutraceutical to the diet-these include MSM, glucosamines, and omega 3 fatty acids as soon as the disease is diagnosed.
These elements are all important supplements in the dogs daily diet. They help ease joint pain and improve joint function. There are a few medications on the market that combine these agents for dogs joint and bones health.
And finally, Aspirin - Canine aspirin in a chewable roast beef flavored tablet that dogs love. To be used for relief of pain, fever, and inflammation associated with arthritis and joint problems.
For Large breed dog and Labrador Hip Dysplasia Information and recommended Treatment visit: http://LabradorHipDysplasiaTreatment.com
Sometime soonish I will be getting a dog - quite possibly a big 'un like a German Shepherd. I want a male. However, I don't like neutering animals. So my question is, can I keep an unneutered large dog in safety? Will he be very aggressive or hard for me to control when we come across other dogs, etc? SERIOUS input would be great, thanks.
I understand that realistically neutering is a good option, however, I dislike the notion of taking away an animal's body parts to suit OUR needs. I believe that if that animal isn't right for your lifestyle, you shouldn't keep it at all. It's like designer animals. Like it or not that is my opinion.
Yes, non-neutered dogs can and do make good pets. Spaying and neutering seems to be the politically correct thing to do these days. As you can see, there are a range of reasons why you should neuter your dog, not all of them are based on fact I'm afraid. A lot of what you have been told is because that is what they were told for whatever reason.
I am of the opinion that you don't spay or neuter your pet unless it's absolutely necessary ie: an emergency. There are studies coming out now that show that being altered doesn't necessarily mean a healthy dog. They have a higher risk for some cancers, they can actually be more aggressive then unaltered dogs and altered pets may not live as long as their unaltered counterparts.
Most people that say to alter your pet will likely say get it done at 6 months or sometimes earlier, some people will say to do as early as your vet will do it which can be 8 weeks old. Vets are now finding out that spaying to early can cause a bunch of problems. Large dogs aren't physically mature until a much later age then smaller dogs. Altering them to early can cause growth issues, which in turn can cause orthopedic problems.
FURminator Small deShedding Tool Reduces shedding up to 90 percent by removing the loose, dead undercoat without damaging the topcoat. It is by far the absolute best deShedding Tool on the market, throw away all your other tools, you'll never need anything except the FURminator again!Watch the video to see the furminator for dogs in action, then scroll down and see the actual amount of fur r...
The complete line of Plush Puppies Puzzle Plush Toys will not only keep pets occupied and eliminate boredom, but they also develop a dog's intelligence and puzzle solving skills. Just insert the balls, toys, or rings into the toy for dogs to remove over and over again. The ideal line of toys to challenge and entertain pets....
Doggie Dooley Septic Style System The Doggie Dooley installs in the ground and works like a miniature septic tank. It utilizes enzyme and bacteria action to reduce dog waste to a ground absorbing liquid. It's neat, fast, clean, sanitary, convenient, inconspicuous, odorless and insect free. Best of all it ends the annoying nuisance of burying stool or other means of disposal. Doggie Dooley works be...
This innovative pet bed offers a dry, cooling effect based on its fluid-enhanced design. Water absorbs heat from your dog, then disperses the heat back to the surrounding air. Dogs enjoy a continual, dry cooling effect. The bed wipes clean, is nontoxic and gel free, and features built-in antimold and antibacterial agents. 2-year warranty. U.S.A....
New! EZ-Peel™ Colored Edge Finder!Colored tape finds edges fast!4 Foot Telescope Handle!Autos Furniture Carpets25 SheetsAdhesive Roller Quickly Picks Up Lint, Dust, Dirt and Pet Hair From Any SurfaceQuestions? Ask the Cleaning Experts: 800-435-6223Handle Made in ChinaAdhesive Made in Canada...
Greenies Pill Pockets treats for dogs are a proven solution to your pill-giving problem. These nutritious treats contain a built-in pocket, perfect for hiding a pill or supplement. Plus, dogs love the taste so much that they won't even notice there's medicine inside! Recommended by veterinarians, Pill Pockets not only help with the delivery of medication, they are also a source of vitamins C and E...
Knight Pet Canvas Dog Bone Dog Toy is the perfect interactive toy for your medium to large pooch. It is made with durable material which is tough enough to withstand even the strongest and most enthusiastic chewer. Knight Pet Canvas Dog Bone Dog Toy will keep your dog entertained for hours!
Knight Pet Nylon Retriever Dog Chew Toy is the perfect interactive toy for your medium to large pooch. It is made with a strong and durable material which withstands even the toughest and most enthusiatic chewer. Knight Pet Nylon Retriever Dog Chew Toy will be sure to keep your dog entertained for endless hours of fun!
Knight Pet Nylon Tug Dog Chew Toy is the perfect interactive toy for your medium to large pooch. It is made with a strong and durable material which withstands even the toughest and most enthusiatic chewer. Knight Pet Nylon Tug Dog Chew Toy will be sure to keep your dog entertained for endless hours of fun!
Knight Pet Canvas Tug Dog Toy is the perfect interactive toy for your medium to large pooch. It is made with durable material which is tough enough to withstand even the strongest and most enthusiastic chewer. Knight Pet Canvas Tug Dog Toy will provide your dog with some great tugging fun!
Knight Pet Canvas Retriever Dog Toy is the perfect interactive toy for your medium to large pooch. It is made with durable material which is tough enough to withstand even the strongest and most enthusiastic chewer. Knight Pet Canvas Retriever Dog Toy will provide your dog with some great fun!
Knight Pet Canvas Dog Bone Dog Toy is the perfect interactive toy for your medium to large pooch. It is made with durable material which is tough enough to withstand even the strongest and most enthusiastic chewer. Knight Pet Canvas Dog Bone Dog Toy will keep your dog entertained for hours!
Soft & cuddly, the Fashoin Pet Sweet Dream Dog Pajamas are perfect for every pampered pooch! Fashoin Pet Sweet Dream Dog Pajamas feature Four-legged construction in pajama prints.
Fashion Pet Camel Shearling Dog Boots allow your dog to walk in style and warmth this winter. These adorable and practical boots are rich, durable, and sherpa fleece lined. Fashion Pet Camel Shearling Dog Boots will not only provide warmth, but they will also proctect your pooch's paws and keep them dry.
Fashion Pet Camel Shearling Dog Boots allow your dog to walk in style and warmth this winter. These adorable and practical boots are rich, durable, and sherpa fleece lined. Fashion Pet Camel Shearling Dog Boots will not only provide warmth, but they will also proctect your pooch's paws and keep them dry.
If You Need an Inexpensive Alternative to Custom-made Frames, Ready Made Picture Frames are a Great Choice!
If you create artwork in commonly found sizes, such as four by six inches or eight by ten inches, and if you create a lot of artwork that you wish to display, ready made picture frames can provide a cost-effective solution to your artwork display conundrum. You can find ready made metal picture frames, wood picture frames, and wood photo frames, plus picture framing supplies, that allow you to frame your own artwork in style.
Metal Picture Frames
Metal picture frames make a great addition to artwork that will be on display in a room with modern and contemporary architecture and furnishings. The sleek and slender black metal frames are also used to frame photographs that are put on display in fine art galleries around the world. A plain black frame does not offer a color distraction that might be found to be unappealing with dramatic black and white photographs, which is why it is a frame of choice for galleries. Ready made picture frames are made out of metal and are available online.
Wood Picture Frames
Wood picture frames come in a wide variety of rich and lustrous ready made styles as well. Wooden frames can be used to enhance the look of your canvas art, pastels, or water colors by using stains to color the wood in hues that appropriately match, contrast or complement the colors used in the piece of art. The wood can also be polished but left unstained in order for the natural beauty of the wood to shine through. Wooden frames are also often carved and ornate, which can also enhance the splendor of the artwork held within its boundaries. Ready made picture frames are available in wood selections, offering you a great deal of beauty at a very reasonable price.
Wood Photo Frames
Wood photo frames are the choice of several artists who want a special look for a unique photograph. Not every home or office setting offers the spare and stark backdrop for which metal frames were created. In these instances, when you are looking for a warmer-toned frame for photographs, then photo frames made out of wood can be a wonderful complement to the photographs. Wood frames can come in a variety of finishes as well, such as gold or silver leaf, antique gold, walnut, cherry, spanish gold and antique ivory, to name but a few of the many wood finish choices available in ready made picture frames.
No matter if you want metal or wood, ready made frames offer you the highest quality picture frames at the best prices on the market today.
About the Author
Susan Slobac is an avid photographer. Susan believes a picture frame is more than just fashion; it's a safeguard for something you love.
Faux Wood finish on Fake Wood surface?
My garage door is painted, pressed wood with a wood grain surface. It actually feels like a raised grain. What product or color choice should I use to make this surface look like a varnished, real wood surface?
Find some type of dark antique paint. Maybe a walnut or mahagony. Water it down a bit so it's looks like coffee. Paint a small section of your garage so it soaks into the grain of the wood and wipe off or rub off the excess. Repeat process until all the door is uniformly covered. Then seal with a clear/weatherproof varnish.
Mazda MX-5 Miata NC Wood and Carbon Fiber Dashboards
The Choice Hangers Children's Top Hanger is made of premium wood and features a steel top that allows it handle your heaviest clothing items. With its wishbone design, the Children's Top Hanger is a versatile hanger perfect hanging most any item. Choice Hangers customers' have found the Children's Top Hanger ideal for children's clothing, polo shirts, dress shirts, t-shirts, and jackets. Due to t...
Store all the parts of your suit one sturdy hanger so that you can stop searching through your closet every morning to find all the components needed for the day. The Choice Hangers Suit Hanger with Bar will easily hold any one, two or three piece suit. The Suit Hanger with Bar is made of premium sturdy wood and a stainless steel hanger top that will support a suit of any weight. Beyond allowing y...
Store all the parts of your children's clothing in one sturdy hanger so that you can stop searching through your closet every morning to find all the components needed for the day. The Choice Hangers Children's Top Hanger with Bar will easily hold any one, two or three piece children's clothing. The Children's Top Hanger with Bar is made of premium sturdy wood and a stainless steel hanger top that...
Our products are custom HANDCRAFTED. This product is generally kept in stock in an UNFINISHED format and is sent to our finisher to have your color selection applied. Although we have stated a handling time of 14 days, it is typically shipped in less time than that. Hand crafted from solid whitewood. Whitewood is a very nice version of pine, free of knots and other defects. You're going to want on...
Protect your valuable memorabilia in a beautifully crafted display case. This Display Case is available in black, mahogany or a classic wood finish base. Comes with FREE 2 line nameplate. Optional etched team logo available for $5.00. Display is Officially Licensed by the NFL. Memorabilia in Display Case is not included.Dimensions: Inside usable dimensions are: 11-3/4'' Wide, 7-3/4'' Deep, and 8''...
Caseworks' coach's choice, cabinet, 9 Ball display case will showcase your 9 autographed baseballs with style. Measures 15 1/8"W x 4 3/8"D x 15 1/8"H. Balls not included. Made in USA....
Wood is Brian Bromberg's debut for the A440 Music Group, and it is a very strong example of his extraordinary straight-ahead jazz skills as presented in three exciting formats. In addition to the six tracks he performs in a trio setting with drummer David Bromberg and pianist Randy Waldman, Brian Bromberg duets with Waldman on the inimitable "Days of Wine and Roses" and the beautiful tribute "Goodbye (For My Father)," which was previously released on You Know That Feeling. Two amazing solo performances -- "Come Together" and "Star Spangled Banner" -- add further credence to Bromberg's technical and creative virtuosity as one of the premier jazz bassists of his generation. This set is also remarkable because Brian Bromberg is playing the same upright acoustic bass -- a 300-year-old Matteo Guersam, crafted in Milan in the 18th century --- that he used for his professional debut with saxophone legend Stan Getz. Despite its age, the wood (hence the title) emanates rich, mellow sounds that perfectly complement such jazz gems as Miles Davis' "All Blues," Herbie Hancock's "Dolphin Dance," and Thelonious Monk's "Straight No Chaser." Bromberg's tapping method on "Come Together" provides clear and convincing evidence of his mastery of this technique, while his awesome pizzicato chops are burnin' on "Speak Low." Wood is a radical departure from Bromberg's world-renowned smooth jazz releases -- New Day, Magic Rain, BASSically Speaking, and You Know That Feeling -- but nevertheless showcases the exceptional bass techniques that garnered him critical acclaim as one of the 100 best bassists of the 20th century. A definite must have. ~ Paula Edelstein, All Music GuidePerformers: Brian Bromberg - Wood Bass; David Bromberg - Drums; Randy Waldman - Piano
Before we actually start puppy training or even thinking about it, it is important that we get ourselves in the right frame of mind. If we do this and know where we are going, we will be much less likely to violate certain training rules that may hinder or prevent us from attaining our goals. Additionally, we want to prevent ourselves from doing anything that may adversely affect the relationship we hope to develop with our puppy. In our article on Housebreaking, we alluded to the fact that everything we do in training can result in positive or negative effects on how our puppy sees us. We start out with the idea of making our dog more like we want him to be, but if we are not careful our pet may end up seeing us as something he does not want us to be.
Rule 1 - Always Be Consistent - The First Rule of general dog training is Always Be Consistent. There should be no exceptions here if you want the training to go as rapidly and as easily as possible. This relates to your actions and words. From the very start you need to decide exactly what you are trying to teach or control and how you will do it. If you are going to use a certain word or phrase as part of a command or in conjunction with a certain point you are trying to make, always say the exact same thing in the same tone of voice. This is important for all the members of a household or anyone else working with the puppy. Everyone that is involved in the training should know and use the same expression. As an example, let us think in terms of the "Come" command. It obviously will not make things go faster if you use the word "Come," your spouse uses the word "Here," and one of the children uses "Yo, Boy." All of this simply confuses the dog. Remember, we are trying to train him in our language; we cannot expect the puppy to be multilingual at 8 weeks of age.
Every time you give a command or are working on a training point, consistently carry it through to completion. Do not tug on the check cord for the pup to come to you and then become distracted and forget what you are doing. If you start pulling the animal in but then stop with him halfway to you, he becomes confused. The puppy is supposed to come to you, all the way to you. If you do not ensure that happens, the puppy may think that it is okay, when given the 'Come' command, to only come in part way to you or completely ignore the command.
Try to expect the same reaction out of the puppy each time. If you use any form of praise or reward for a job well done, be consistent on how well the task in question is completed before the praise or reward is forthcoming. If the puppy is supposed to sit, do not praise him if he only bends the rear legs a little bit. People love to praise their dogs and sometimes they are so anxious to do this that the animal is hearing a string of "Good Boys," but it has not yet completed what he was supposed to. Over time this tells the puppy that he does not have to sit all the way down but rather a slight crouch will do. The puppy will believe that close is good enough.
When you start dog training on a particular day, think of the next few minutes as classroom time. When children are in school, there is classroom time for learning and recess for playing. The same should occur with your puppy. When you start a training session, maintain a consistent training attitude for you and your puppy. Think training and not play. Work only on training issues and do them over and over. Stay in control so it does not become playtime for the puppy. When you are not in a training session, be careful of what you say and do.
In the early stages of training, never give a command unless you can control the puppy's actions. This is a part of consistency that many owners overlook. As an example, let us say you are currently in the process of teaching your puppy the 'Come' command. She does not respond every time yet but she is learning what the word means. You are in the backyard together playing with the puppy and children. It is recess, not classroom time. The puppy is off of her lead and suddenly takes off after a wild rabbit. Do not, we repeat, do not even think about saying "Come!" You know the puppy is not going to respond because her mind is on the rabbit and only the rabbit. If you do scream "Come," hopefully the dog will be so distracted that she will not hear you. Because if she does recognize the command but continues after the rabbit, the puppy has just learned that when you are not in control, she can get away with ignoring what you say. During the training phase, when the pup is doing something, and you are in a position that you are unable to control or restrain her, do not say anything. Rather move to the animal and stop or prevent her from what it is she is doing. In the above example, you have two correct choices. You can either let her continue the chase or run and catch the puppy. Do not scream "Come."
Along the way, you may make modifications in your training method but from that point on be consistent. You may find that certain styles of training work better on your pup. That is okay, but do not start switching back and forth. Just because one command is going slow, you should not change from method to method, hoping you find the magic formula that speeds up the process. This rarely happens and in the interim, the puppy may become hopelessly confused. We have found that any individual pup, regardless of the method used, may have trouble with a certain command but not the others. This probably relates back to some experience in the animal's past.
Rule 2 - Keep Training Sessions Short - The Second Rule of general training is Keep Training Sessions Short. In many instances, young children can become engrossed for several hours in a game, book, or television show. Successful kindergarten teachers can make learning fun and productive often for an hour or so. However, dogs and especially puppies, do not possess long attention spans. Young pups will not spend more than a few minutes chasing an exciting, moving stimulus like a butterfly or bird. They simply lose interest and go on to the next thing. The same is true with training, they burn out quickly and become bored. After that has happened, nothing further will be learned.
Generally speaking, most successful trainers limit training sessions to no more that 10 or 15 minutes regardless of the age of the animal. This seems to be a good duration for most dogs to tolerate or enjoy. If this window of time is exceeded, the learning process actually starts to go backwards. It is important that the puppy enjoy these sessions. If not, they may resent the entire program. If forced to continue training after they have lost interest, this same behavior may spill over into future sessions. Keep their minds occupied and keep it fun.
Set up a schedule and stick to it. It is much better to train for 10 minutes every day than 60 minutes once a week. Plan to have your training times revolve around the pup's schedule. Do not expect the puppy to be a ball of energy and willing to learn if you try to work on the commands when it would normally be napping or eating. Plan your training sessions when distractions are at a minimum. If you have young children, it might go better if you trained while they are at school or in some way occupied.
There are ways to get in additional training time other than the brief scheduled periods and these extra ones can be very important. If your animal is doing something that you are trying to train him to do, use obvious opportunities to reinforce the command. A best case scenario would be when you are getting ready to feed the puppy. You have learned that as soon as the animal hears you filling the bowl he automatically comes running. As soon as he starts toward you, bend down with the bowl and say "Come." It is a free, cannot fail training session. Another example would be when you are trying to train the puppy not to do something. Let us say you are trying to keep him from jumping on people. You have learned that every time you first come home, the puppy rockets through the house and jumps up on your leg. Be prepared and when he jumps up immediately put light pressure on his toes (see our article on Jumping Up on People). Then immediately bend down and greet the puppy just like you always do. Do not say anything about the jumping as you two are happy to see each other. Whenever you can control the animal or know what he is going to do, it is a good idea to use these situations as a continuation of your training.
Rule 3 - Stay Calm and In Control - The Third Rule of general training is Stay Calm and In Control. This is where most people fail in training. By staying calm and in control we are talking about you, not the dog. In training situations you can never lose control or get excited because when you do you may become mad, lose your temper, and do something exceptionally stupid. Training should be enjoyable for both you and the animal. If the puppy is not having a good time she will not learn anything. Likewise, if you are out of control or are not enjoying yourself you are not teaching anything.
During training there should not be any distractions for the puppy to contend with. You should guide her through the command so that she does it and is then praised for the successful completion of the task. If you are excited or angry your puppy will pick up on this and not be thinking about the task in question. You have to be focused for the animal to be able to concentrate on the training. You will learn that your demeanor during training is directly proportional to the amount the puppy will learn. If you are up for this and enjoying it, the potential is there for the dog to make solid headway during the lesson. But if you are down then the pup's potential for anything good coming from the session is also way down.
Carried to the extreme, if you get mad and lash out or treat the puppy harshly, you have destroyed any good that might have come out of this individual training session. You have also set back the animal's understanding of the particular command or act in question and put a black cloud over the relationship between the two of you. When you do something to another person that you should be sorry for, you can sincerely express your regret and apologize. If they are of a forgiving nature, the act or unkind words are forgotten. Unfortunately, you cannot sit down with your puppy and reason through the stupidity of your act. What is done is done, and you must work long hours to regain the animal's trust. You will need to take time that could and should have been used for training just becoming her friend again.
Some people do better in training if they use a system in which they do not talk to the dog during training. They teach the dog the command without using or putting a verbal command to it. We will go over this method later but if you tend to raise your voice when you sense that you are not in control (or in the process of losing control), this may be a useful technique to try. Most people talk way too much during training and for some this becomes a stepping stone to shouting and anger.
Rule 4 - Do Not Over Praise - The Fourth Rule of general training is Do Not Over Praise. In dog training, praise for doing something correctly can take a variety of forms. Some prefer to give a treat, others may use the expression "Good Dog," and a third group may only give a single, gentle petting action across the animal's shoulder. They all work because they show to the dog that you are pleased or approve of his actions. You said "Come," and the puppy came. You indicated for the dog to sit, and he sat down. The animal did what he was supposed to. Praise is important, but the animal needs only to recognize it as a thank you for a job well done. You communicate to the dog that he did something correctly and you are happy he did. If your form of praise is always consistent in method and amount, the puppy will understand perfectly.
Where many owners err is that they bury their animal in praise. Rather than say a single "Good Dog," they get down on their knee and let out a string of forty "Good Dogs." Instead of a single stroke over the shoulder, they give the animal a full body massage. Instead of a single small piece of a biscuit or treat, the dog is given half a box. All of these overdoses do the same thing. They distract the dog from what it has just learned. Too much of a good thing and the animal forgets what the two of you are doing. The command and his response are no longer reinforcing correct behavior. The entire incident may be lost in the past.
Rule 5 - Always End on A Positive Note - The Fifth Rule of general training is to Always End on A Positive Note. Every training session should end with praise. The last thing you ask or command the puppy to do should be completed with the puppy doing it correctly. Someday, when things are not going as well as you would prefer, for the last command, choose something that is easy and cannot fail. When the puppy does it correctly, praise her and move someplace else for some recess time or relaxation. Ending a session on a bad note may continue into the next training period. You want the pup to finish one lesson and because of the praise, to look forward to the next session. Always remember that to the dog, praise helps fulfill her desire to please you.
Rule 6 - Forget Discipline (Punishment) - The Sixth Rule of general training is Forget Discipline. Now before you overreact, understand what we mean. To some trainers and most dog owners, discipline usually means to punish the animal for something he has done. To these same people, punishment usually means to hurt the animal in some way. In our minds this just is not necessary. If discipline means punishment or causes pain, forget it.
Let us look at the most common reasons people discipline their dogs. The most common one is for something the animal did. Notice we did not say "something the animal was doing." Rather, we used the past tense. People punish their dog for something she did in the past. Examples would be finding a stool in the house during the housebreaking process. You did not catch the animal doing it, you only discovered it later. The pup is picked up, scolded, and put in her crate. A second example would be if someone's dog runs away from home without them knowing it. Two or three hours later she returns, so to make her see the error of her ways, the owner punishes her. They use a rolled-up newspaper to give her a spanking. Neither of these animals had any idea what the punishment was for. They did not sit there thinking, "Gosh, I wonder what I did lately that deserved punishment?" Dogs do not reason. Just because they got punished, they do not assume they did something wrong. All they know is that their owners were mad.
Often punishment that occurs as part of training is brought about because the owner is impatient with the improvement of the dog. The owner is trying to push the animal through training too fast, assuming the dog should already know the command or action. Be patient, remember that with most training you are altering the natural instinctive behavior of the animal. The best punishment for an incorrect reaction in training is a lack of a reward. If the animal does it right she is praised, if she makes a mistake she receives no praise. If praise from you is important, a lack of it may send a message. Praise is positive reinforcement, punishment is a distraction.
There has to be a good way to communicate to the animal when she is currently misbehaving. And there are but they are not going to hurt anybody. In some cases a stern "No" is all that is required. You catch the animal urinating in the house, you say "No," pick the puppy up and carry her outside. Dogs understand a change in the tone of your voice much better than they do most punishment.
In human behavioral medicine today, a "time out" is believed to be an excellent way to get across to children that they are acting in an unacceptable fashion. When they act up or do something wrong, they must live through a period of "time out." This is a new way of saying 'go to your room' or 'stand in the corner.' The same method can be used for dogs. If they are out of control, barking excessively, or jumping on the furniture, they are given some "time out" by being placed in a cage or crate. A stern "No" may also be part of the treatment.
And lastly, in place of punishment we can simply choose to ignore them. When children act in a way solely to gain attention, good therapy is to ignore them. In some examples this also works for dogs. A dog might bark just to get a treat or to go outside. If you want them to have neither, consistently ignoring them will probably break the behavior pattern. If the barking does not work and they do not get what they want, they will probably stop the barking. If your dog barks excessively try using a bark collar. Bark collars are an effective way to stop annoying, barking dogs safely, humanely and quickly.
Rather than punish them for doing something you do not want, train them to do what you would prefer. Until that can be accomplished, a firm "No," being placed in a crate, or ignored will bring an end to most unacceptable behavior.
Be Honest - Can You Train? - Be honest with yourself. Not everybody can train his or her dog. Many people say they do not have the time but if they cannot afford 10 minutes a day then do they really have the time to have a dog? Maybe the issue is that they do not enjoy training. This is understandable. Training is not for everybody. Some do not have the patience for it, some cannot control their temper, and some simply do not enjoy it. If you think any of these describe you, then you probably should not try to train your dog. It would be smarter to use a professional trainer. Your dog will not care. In fact, it would probably prefer it. A good professional trainer will only help a dog, while an individual owner who loses control may destroy one. The owner may or may not physically injure the animal but may cripple the dog's personality and self-confidence. If you think you cannot handle the job, use a trainer.
About the Author
Larry Volwiler is CEO and co-founder of RadioFence.com a Leading Internet Retailer of Bark Collars and Shock Collars,
Are shock, discipline collars for dogs humane?
My neighbors have them on their Rotties because they bark all night. I think it is kinda cruel that if they make a bark noise they get a shock. But I do agree they suck barking all night. I think they should train their dogs but I am not a trainer, so fof those of you that have worked with dogs and know them well, what do you think?
I have three dogs...two Goldens and a Jack Russel.
We put in an invisible fence and put collars on them all.They learned very fast how far they could go and with proper training it only took a couple of "corrections" to teach them not to go there.
It hurt me to see them get their training corrections but it would hurt me more to pick them up out of the road from a puddle of blood.
As for the other collars...yes I have used one on the Jack to control his aggression and barking. (It didn't make him more aggressive as some believe) It only took a couple of corrections to teach him and now all I have to do is ask him, "do you want your collar' and he stops.
If used properly and follow threw with their training, I do believe they are a good thing.
I have tried it on my teen age son and it doesn't hurt as much as you would think.
I do love my dogs (and my son) ...and at time , Love Hurts.
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Brand new dog training collar with rechargeable receivers so you will not worry about running out of the expensive 4LR44 6V batteries. One single full charge will last a few weeks. Can be used to train two small to big dogs at the same time under any weather conditions(do not submerse or soak it in water). It is easy to use, great for training your dog(s).
This is a true waterproof collar that you can use in rainy days and your dogs can swim with the collars on. The Elite-Tek ET-9898 dog training collar is one of the best product in the market and is loaded with features not found in any other dog training collars in the market. The collar features 10 intensity levels of shocks, vibrations and ultrasonic sound. Train your dog with shock, vibration a...
This is a true waterproof collar that you can use in rainy days and your dogs can swim with the collars on. The Elite-Tek ET-9898 dog training collar is one of the best product in the market and is loaded with features not found in any other dog training collars in the market. The collar features 10 intensity levels of shocks, vibrations and ultrasonic sound. Train your dog with shock, vibration a...
Elite-Tek SH-9888 dog training collar is a true waterproof collar that you can use in any rain or let the dogs swim with the collar on. This product is top of the line while sells at an affordable price. It is loaded with features not found in any other dog training collars in the market. The collar features 18 intensity levels of shocks, vibrations and ultrasonic sound. Train your dog with shock,...
SmartPets Bark Terminator III-SP706 First applies a warning tone followed by progressively increasing tone and shock as your dog's barking persists. If your dog is quiet for 30 seconds or more, the Collar resets to the mildest correction level. In this way, your pet needs only to experience the highter shock levels a few times before learning that the mild sound and shock stimulus is a warning ofs...
"Everything You Need To Know Before Purchasing A Shock Collar For Your Beloved Pet Dog!"Dog shock collars can be the ideal way to keep your dog in your yard and keep him out of harm's way. But you have to be careful when you are buying dog shock collars for your dog with regard to voltage and the type of collar you are getting. Not all dog shock collars are made for all types of dogs. Before you b...
The Recycled Bicycle Tube Dog Leash by Cycle Dog is an ideal blend of eco-friendly, functional, and fun. Reclaimed bicycle tubes are soft and offer a cushy feel for hands. In addition, bicycle inner tubes dry quickly and are less likely to stink than other materials. There are over 60 million bicycle riders in the United States that produce a lot of flat tires and old inner tubes. Cycle Dog repurp...
The Recycled Bicycle Tube Dog Collar by Cycle Dog is an exciting new product that is eco-friendly, functional, and fun. Reclaimed bicycle tubes are soft and, thus, they provide a comfortable feel for both dogs and humans. In addition, bicycle inner tubes dry quickly and are less likely to stink than other materials. There are over 60 million bicycle riders in the United States that produce a lot o...
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From the makers of the Gentle Leader Headcollar comes another gentle training tool. Designed to control nuisance barking, the Gentle Spray Citronella Anti-Bark Collar uses patented technology to deliver a harmless burst of citronella spray that distracts your dog and interrupts your dog's barking. The spray works with four of the dog's five senses - he hears it, sees it, feels it and smells it. Citronella is a unique scent that most dogs don't normally encounter. It's non-offensive to humans, yet "unusual" enough to distract your dog. We tried this collar on our barking dogs and it made an instant difference. Remember, the collar should be used as a training tool and not as a punishment. When your dog doesn't bark, reward your dog with a"good dog" and a treat. This is not the type of collar that you should put on your dog and forget. It holds 18-23 sprays before you'll need to use the refill bottle to refill the collar. Each kit includes: Gentle Spray Citronella Anti-Bark Unit, 24 inch Adjustable Nylon Collar, Citronella Spray Refill, two 6-volt batteries, and complete instructions. Gentle Spray vs. Shock Collars or Ultrasonic Collars -- Shock collars attempt to reduce barking with pain. In addition to being less effective, pain often increases anxiety (I know it does with me) and aggression and makes some behavior problems worse. The pain caused by ultrasonic collars isn't as severe as a shock collar, behavior experts observe only one-fourth the success rate as with the Gentle Spray Citronella Anti-Bark Collar.
The Innotek Citronella Anti-Bark Spray Collar is approved by veterinarians and behavioral experts. Clinical studies conducted by the College of Veterinary medicine of Cornell University, (as published in the Journal of the American Hospital Association), have proven that the Citronella Bark Collar is TWICE effective as Shock Collars!Sonic dog barking collars are virtually ineffective compared to sprays. Each bark triggers a harmless spray that conditions the dog to stop barking.Includes: Original spray device Adjustable collar Battery Training manual Citronella spray refill or scentless refill
Bark Bustercurbs persistent barking. Trains your (or your neighbor's) dog to stay quiet without shock collars or other painful methods. Device emits a high-pitched sonic pulse, audible only to dogs, each time they bark. Features two sensitiv
Bark Bustercurbs persistent barking. Trains your (or your neighbor's) dog to stay quiet without shock collars or other painful methods. Device emits a high-pitched sonic pulse, audible only to dogs, each time they bark. Features two sensitiv
Gimborn Bark Away Spray Bark Deterrent Supplement for Dogs is a natural bitter spray training aid to help discourage barking. Gimborn Bark Away Spray Bark Deterrent Supplement for Dogs is a humane approach to training your dog. Gimborn Bark Away Spray Bark Deterrent Supplement for Dogs is a non-harming way to give you canine companion symptomatic relief.
Hand held bark stop effectively and safely stops any dog from persistent barking. Train your (or your neighbor's) dog to stay quiet without shock collars or other painful methods. Choose high, medium, or low setting to deter dogs each time they bark. Fea
Automatic No-Bark Collar by Innotek is two collars in one. Unlike basic bark control collars that only provide negative correction, this collar also lowers the correction levels as your dog learns not to bark. The Automatic No-Bark Collar's Auto-set features makes this collar easy to use, with no external controls or settings. The receiver is rugged and water-resistant. The Automatic No-Bark Collar is a new generation of bark-control that requires no external vibration sensor - all working parts are housed inside the rugged case. Helps your dog teach himself to remain quiet Activated only by your dog's bark Auto-set features makes this collar easy to use, with no external controls or settings Water resistant Powered by a a 6-volt battery (included). System Includes: Micro-sized, lightweight receiver Easy to adjust nylon collar Short and long probe contacts, for varying coat lengths Training DVD Complete operating instructions Free professional training support Quick Start Guide
Super Bark Stop safely trains your (or their) pup stay quiet without shock collars or other painful methods. Ultrasonic device emits select frequencies every time your dog barks. The high-pitched sounds, audible only to dogs are proven to effectively stop
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The No-Bark Rechargeable Collar by Innotek is two collars in one. Unlike basic bark control collars that only provide negative correction, this collar also lowers the correction levels as your dog learns not to bark. The No-Bark Rechargeable Collar has Auto-set features that make this collar easy to use, with no external controls or settings. The receiver is rugged and 100% waterproof, so it can be used indoors or out and on any dog. The No-Bark Rechargeable Collar is part of the new generation of bark-control products that requires no external vibration sensor - all working parts are housed inside the rugged case.Helps your dog teach himself to remain quiet Activated only by your dog's bark Auto-set features makes this collar easy to use, with no external controls or settings Waterproof Powered by a rechargeable NiMH battery. System Includes: Micro-sized, lightweight receiver Easy to adjust nylon collar Short and long probe contacts, for varying coat lengths Battery recharger Free Training DVD Complete operating instructions Free professional training support Quick Start Guide
Marketing activities are conducted with two main goals…. to get a paid sale or at the least establish a permission to continue communicating with a client. Depending on your product, one of other goal could be more important.
A lingerie retailer tells me that she often have ladies that visit her website, makes a quick impulsive decision to buy and she never sees them again. Then there are those who visit it many times, interacts ask questions…breaks off the conversation then finally returns and lo behold becomes regular purchasers.
Knowing which goal is more important will help you to plan your service contacts and service touch points. This same principle applies whether you are operating an online or terrestrial shop.
Goals vs Dreams
Every business owner will have a long wish list of things they want to achieve. What differentiates between wishes, dreams and goals are that Goals are directional and measurable.
It is good to dream... to “blue-sky” which is the popular word today used to describe the creative activity of conjuring and brainstorming business and money making ideas. “Blue-skying” can certainly result in breakthrough, perhaps new to the world ideas, or a really intelligent adaptation of what already exists… but at some point of time, it must result in a set of activities that will result in some expected and measurable outcomes.
Until outcomes and the steps towards it become measurable, they remain dreams and wishes and not Goals.
Goals and Measurement
I have often in my corporate career been accused of being a “control freak” because of my insistence on monitoring and measuring all direct and even indirect inputs and outputs to the sales systems. This is largely due to misperceptions about the systemic nature of the organizations and its environment. In both my corporate and consulting career I have commissioned a great number of organizational performance surveys which in part measures the prevailing attitudes of the workforce. These surveys often reveal that a large percentage of employees perceive the concept of SYSTEMS negatively. They would rather not see the company operating as a system and are against any imposition of scientific management principles.
These attitudes have led to the rejection of the scientific principles of direct marketing which demands that marketing efforts and expenditures must be measured against their results. Just as recent as yesterday, a marketing manager of a fairly large multinational business proudly described to me a rather elaborate direct marketing campaign the company had just launched but lacked the ability to discuss the mathematics of the campaign. She was somewhat insulted when I mentioned that what she did was not direct marketing as she did not bother with the measurement!. I probably lost a client, but it’s for the better, for I cannot possibly coach anyone if they do not put emphasis on measuring their own performance?
Process/Output Measures A coach for a Sprint Champion does not only measure how fast the sprinter completes the 100 or 200m dash. In performance management language this is an Outcome measure. He would monitor how fast he gets off the block, his initial acceleration, and the speed at which he maintains his run over the different stretches of the distance. These are process or output measures.
He would analyze these time measures against the actions and styles of the sprinter to diagnose the performance and suggest modified styles and actions that the sprinter could test for improvement.
There are certainly more processes in a direct marketing campaign than in a sprint which is completed in tens of seconds. There are both pre-launch and post launch processes, which are both equally important, though the latter seems to have attracted far more attention.
Pre-launch Metrics. Pre-launch measures track the efficiency and productive rates of campaign launch effort. Did it make schedule? Were the hours put in more than budgeted? Was there excessive rework, delays…wasted time and materials? Were the hours put in spent in the right proportions between conceptualization, planning and execution? Unfortunately many advertising agencies and design houses tend to glamorize the deadline rush, the last minute work, the infinite last minute changes and adjustments to copies and artwork. To many in this industry these are the stuff that makes successful campaigns.
These attitudes have developed over the years when advertising campaigns were largely shallow activities created for a “blast”. Typically in a blast huge efforts go into creative activities to produce the messages…. integrated direct mail, email, SMS launch, TV and Newspaper launch that will happen on D DAY…. and repeated with some modifications over an established frequency pattern. Everyone then waits and watch if the cash register ring and what “Mr Neilsen” says about the impact the campaign has created. If it does not do well on one or both scores, the next campaign could likely be done by another agency team bringing in some fresh new ideas!
This type of short-termed blast mentality glamorizes the last minute rush and is invariably long on execution activities and short on conceptualization and planning and is not suitable for today’s campaigns which must besides building instant sales, aim at building long term relation, affinity and “a contract” with customers. Beyond a powerful creative concept that will turn heads and position the product, campaign managers and their agencies must conceptualize and plan how to best capture leads, responses and to create a series of messages aimed at both respondents and non-respondents over a period of time following the campaign.
Those of us who have gone through the relatively simply task of setting up a follow-up auto-respondent system for our email campaigns would realize that to get things right, much time has to be invested in planning and coolly thinking through the various scenarios and possibilities. There’s certainly no rush work here!
Post Launch Metrics. Post launch metrics track the effectiveness in which messages reach the intended audience and its effectiveness in directing the audience towards a series of activities culminating in the desire ultimate response.
The following paragraphs identify the steps the audience of different media would go through to interact with the messages and to respond to it.
Terrestrial TV
Switch on TV
Switch to Channel , View Program
Take note of advertisement and key content
Adopt suggested action..e.g. call. Visit shop
Email
Download Email
Browse, selects mail, click open/trash/pend
Click to go to landing page for more details
Adopt suggested actions
Each step in the process may be viewed as a hurdle. The effectiveness of the process may be measured as the percentage of the potential audience that undertook the step and crossed the hurdle. The Measures for Process Step 1 in the above table may assume the following:
Terrestrial TV. The percentage of people within a total targeted cohort who switched on their TVs as a percentage of the Total Targeted cohort that own a TV. Obviously if the TV is not switch on there is no chance for the message to be exposed.
Direct Mail. The number of households that bother to collect mails regularly as a percentage of households that have a post box . During summer holiday months, this percentage may go down as there is no one at home.
Email. The number of people that bothers to download their emails as a percentage of those that have email boxes. E.g I have a yahoo email box which I seldom do access. If you are sending emails to me on this box, chances are it will not be received.
Terminology and Jargon. The advertising and media industry have created commonly used nomenclatures for these processes and metrics. The REACH RATE, for example generally defines the percentage of people out of the total cohort that were contactable for the delivery of the message. This can mean different things when applied to different media.
For TV the term “exposure” is preferred and it usually an estimate of the percentage of people out of the cohort that were exposed to the advertisement based on some sampling plans established by authoritative agencies like Nielsen.
In Direct Mail it is the percentage of people to whose mail boxes were successfully stuffed discounted by the percentage that did not collect their mails. Like in TV there is no accurate measure of this. Direct Marketers tend to use a location index based on an estimate of the efficiency of the postal service and the types of neighborhood to which the mails were sent. I would for example use a 95% reach rate for mails delivered in Singapore and a 90% for mails delivered in the Federal territory, Malaysia.
For Emails it would be the percentage of people out of the total cohort who had the particular message retained in the inboxes after surviving technical difficulties in email deliveries, blocks and spam controls establish both at Email Service provider and those established by individuals on their desktops and laptops. The preferred lingo is “delivery rate” Whilst we often read reports about email delivery rates going up or down, these are rough estimates. Whilst it is possible to get a relatively accurate of the percentage of mails block by server gateways, it is difficult to measure those that were received but automatically redirected to trash bins.
Problems with Measures. Measurement can be a vexatious problem. This is exacerbated when launching integrated campaigns deploying multiple media types. The differences in terminology and definitions between media though slight can pose vexing problems when consolidating performance reports. It is no wonder that there today many global and in-country initiatives to improve and standardize the criteria for measuring media and advertising performance. This is particularly so for the digital medium which has only attain widespread usage in recent years.
Practical Solutions. It is not the purpose of this essay to go into the technicalities of Media Metrics. Direct marketers must be aware this area is fraught with debates, arguments and inconsistencies. YET this must not discourage from developing for their business a set of metrics that will help guide their performance. In fact it is utterly essential that they do so not only for measuring campaigns but also strategic measures like the life time value of customer earlier discussed.
These performance measures do not have to be veracious and precise nor does it need to be academically or scientifically proven. They only need to fulfill the following requirements:
It able to give a good indication of whether a campaign has done better than another campaign or a similar campaign under different circumstances or at a different time.
Fairly reliable…must be supported by adequate observations.
Easy and not time consuming to compute… automated monitoring is preferable.
Easily understood at all levels of the business and especially relevant to those it directly affects.
Must be actionable, ie it will suggest the need to take specific actions. Outcome measures (eg. the response rate) must be supported by Output measures (like click open rates, delivery rates etc, which tends to provide specific indication for actions.
About the Author
Alex Har is an Asian Direct Marketing Consultant dedicated to helping organizations achieve peak performance in their marketing efforts online or through terrestrial channels. More information about Alex may be found at His Website, ONE1-DM
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