Determine the end reactions for beams B1, B2, B3, and B4. (Note, no credit will be given if you do not show your work. The reaction values given in the plan do not match my idealized numbers in every case.) (20 points total, 5 points each beam analysis) For each beam (B1, B2, B3, and B4) do the following:

1. Draw a beam load diagram. One end should be pinned and the other should show a roller. This is how a simply supported beam should be drawn.

2. Determine the tributary width (ft). (Recall: The tributary width is the combined lengths of / the distance to each adjacent beam.)

3. Use the tributary width to determine the total uniform linear load, W_TL = W_DL + W_LL (plf). Tributary width x the area loads is the linear load carried by the beam however doesn’t forget to also include the beam’s self-weight (plf) in the total linear load.

4. Determine the beam end reactions using R = (W_TL)L/2 (lbs). This is the end support reactions at both ends of a uniformly loaded, simply supported beam. (Hint: You could determine these by using the equations of equilibrium (∑M_pt = 0, ∑F_y = 0 and ∑F_x = 0) however since there is symmetry in the loading and support conditions (both ends are pinned) the end reactions are the same, R = (W_TL)L/2.)

5. Put a box around your end support reaction. Give correct magnitude, units and direction.

The floor system shown has a dead load (DL) that includes:

Floor tile and grout bedding = 17 psf

2VL120 (2″ deep metal deck with 4 72″ of concrete on top) = 45 psf

Mechanical ducts = 4 psf

Electrical = 1 psf

Gypsum board ceiling = 3 psf

Beam self-weight is given by its name (ie. W16x26 is 26 plf)

Girder self-weight is given by its name (ie. W30x90 is 90 plf)

The floor live load is 150 psf.

 

The position of the leads on an electronic component is important for getting a satisfactory solder mount of the component to an electronic printed circuit board. There is concern that an electronic tester of the component function is bending the component leads. To monitor physical changes from tester handling, the leads from a sample of components are noted before and after the tester.

(a) Create a plan for implementing a DOE that assesses what should be done differently to reduce the amount of bending on each component. Consider the selection of measurement response, selection of factors, and results validation.

(b) Create a plan that could be used in the future for a similar machine setup.

All Swedish households who have a TV receiver in their homes are required to have a TV licence. Radiotjänst is the government’s organisation responsible for the collection of these fees. Once registered, only 0.1% of the 3.5 million households fail to pay. However, 10% fail to register. So the issue is not about payment, it is more about encouraging people to see the social value of registration. The traditional approach has been to use advertising messages that are based on frightening people into registering and paying. Campaigns focused on how bad it is NOT to pay and the problems that arise through non-payment of the TV licence fee. The hope was that these fear appeals might prey on people’s conscience or scare people into registering their TV receivers and paying their dues. For example, Radiotjänst ran a campaign where a little child said that ‘the ones who do not pay should get a snail on their eye’. These fear appeals certainly helped to assert their authority, but were not very pleasant, were socially unacceptable and they were not particularly effective. ‘We had a fragmented communication and message strategy. There were many different messages, that changed between campaigns, and which were communicated through different media. This tended to create a very fuzzy, unfocused image. In some campaigns the focus was on the legislation, in others on the benefits for the viewers, and so on. Our main objective was to create a strong and clear communication platform. We had to integrate our marketing communication,’ says Per Leander,director of communications, Radiotjänst. Indeed, the overall image of Radiotjänst deteriorated to the point where many young people considered it stupid to pay the TV licence fee at all. As a result Radiotjänst had problems reaching the young urban population with these traditional messages. The question therefore was how to reach these disaffected and even alienated groups and encourage them to register. Rather than attack and threaten audiences through the use of alarming appeals, Radiotjänst wanted to embrace and involve them. They wanted to make registering and paying for a TV licence socially acceptable and a worthwhile activity. To do this they knew they had to change the message as the current appeals were not effective, and were even working against the cause. Radiotjänst were also conscious that their concentration on television advertising was not the best use of media. Developing ads that interrupted viewing, and which intrude upon people’s time, was counterproductive. A logical outcome was for people to say to them selves, why should I pay for a licence when my leisure time is affected in a negative way? Anyway, the company knew that many young people use media simultaneously, and for them television is not a primary medium. So, in addition to changing the message, Radiotjänst had to find other media to convey the message and create a new ‘meaning’ about paying a TV licence. A more contemporary media mix was necessary to reach their target audiences. Radiotjänst had experimented with some of the new digital technologies, and wanted to harness the growth of social media. They saw viral marketing and social networks as important elements of the new strategy.

Various organisations have adopted behavioural economics, partly as a result of the IPA championing it by providing visibility, information and insight. Here are a few examples. Hyundai – Consumer fear at the huge depreciation incurred when buying a new car prompted Hyundai into reframing the choice car buyers are faced with. Instead of shying away from the issue Hyundai offered new car buyers a guaranteed price for their car, valid for four years after purchase. Television advertising was used to communicate the deal and so reduce the perceived risk. Transport for London (TfL) had been telling people about the advantages of cycling to work for many years, but the communication had not been very successful. So, rather than keep telling people, TfL installed a bicycle hire scheme, sponsored by Barclays, which enabled two things. One: people could hire a bike and leave it at a designated point in London, and avoid capital outlay, maintenance, and storage costs. Secondly the scheme encouraged a change in behaviour because the bikes were made available, and their distinctive Barclays logo and bike stands are visible across the capital. Domino’s Pizza used the principles of BE to develop a new set of incentives. One of these was to credit a customer’s account which could be spent on future orders. This can increase purchase intentions. Cadbury’s reintroduced the Wispa bar in 2007 following its axing in 2003, and the subsequent campaigns on social network sites Bebo, Myspace and Facebook, and a stage rush by Wispa fans at Glastonbury. Instead of just announcing its return, Cadbury’s announced that Wispa would be back with a special edition limited run. Sales went through the roof, and the Wispa bar was available on a regular basis. However, by announcing a limited run of the brand it encouraged people to think that they needed to buy a Wispa or otherwise it would be removed once again. In other words, loss aversion was used to stimulate demand. See also ViewPoint 1.4for another example of the use of behaviourial economics. Source:Based on McCormick (2011a); McCormick (2011b); Panlogic (2011)

Question Why does behavioural economics resonate with advertising agencies?

Task Choose another brand and consider ways in which the principles of behavioural economics might be utilised.