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Rain halts some aid flights to quake victims

MUZAFFARABAD, Pakistan ?Heavy rain and hail forced the cancellation of some relief flights to earthquake-stricken regions today and survivors scuffled over the badly needed food ?the first large-scale aid to make it overland to this devastated city. Officials estimated that the death toll would surpass 35,000.

In the latest of a series of remarkable rescues, emergency workers in the northern town of Balakot pulled a teenage boy from the rubble, 78 hours after Saturday's quake.

"He's alive!" rescuers shouted as people gave the food and water to the boy and kissed him on the head.

Two survivors, a 55-year-old woman and her 75-year-old mother, also were pulled from the rubble of a 10-story apartment building in Islamabad, 80 hours after they were buried. They did not appear to have suffered serious injuries.

A French search team on Monday rescued at least five children buried in a collapsed school in the northern town of Balakot, said Eric Supara, an official at the French Embassy in Islamabad.

Bob McKerrow, coordinator of relief efforts for the International Federation of the Red Cross, told CNN that "you can still keep some hope" for survivors trapped for five to seven days, although he cautioned that the cold and wet weather would also become a factor.

Earlier in the day, U.S. military helicopters, diverted from neighboring Afghanistan, helped ferry wounded from the wrecked city of Muzaffarabad, the capital of Pakistani-ruled Kashmir. International rescue teams joined the search for finding survivors. Teams of Britons, Germans and Turks used high-tech cameras to scan under piles of concrete, steel and wood.

Thousands of civilian volunteers, some carrying picks and shovels on the shoulders, walked north toward quake-hit towns.

The worst-hit region was Kashmir, a divided Himalayan territory of about 10 million people claimed by both India and Pakistan. Islamic rebels opposed to Indian rule of its part of the largely Muslim region have fought a 15-year insurgency that has claimed more than 66,000 lives. India and Pakistan have fought two wars over Kashmir.

Bad weather compounded the misery in the region, with heavy rain and hail forcing some helicopters loaded with food and medicine to cancel or delay their flights.

That official toll remained at around 20,000 people, but a senior army official close to the rescue operations said government officials were estimating that between 35,000 and 40,000 died. The official asked not to be identified because he wasn't authorized to disclose the estimate to journalists.

The U.N. World Food Program said the first deliveries of food for 240,000 people will reach victims later today. Simon Pluess, a spokesman for the agency, said the WFP was prepared to feed 1 million people for a month.

U.N. officials also warned of a possible measles epidemic and the spread of waterborne diseases such as cholera and diarrhea, as the water and sanitation system is heavily damaged.

"Measles could potentially become a serious problem," said Fadela Chaib, spokeswoman for the World Health Organization. Measles is endemic in the region and just 60 percent of the children, for whom the disease is often deadly, are protected. At least 90 percent coverage is needed to prevent an epidemic, the WHO said.

About 10 trucks brought by Pakistani charities and volunteers rumbled into Muzaffarabad, where efforts by relief workers to distribute aid turned chaotic as residents scrambled for handouts of cooking oil, sugar, rice, blankets and tents.

It was the first major influx of aid since the monster 7.6-magnitude quake struck, destroying most homes and all government buildings in the city, and leaving its 600,000 people without power or water. Most have spent three cold nights without shelter.

Two or three police looked on helplessly as more than 200 people raided a stock of food arranged by relief workers at a soccer field near Muzaffarabad's center ?one of six designated aid distribution points. One man made off with a big sack of sugar, another left on a motorized rickshaw with a big crate of bottled water.

"Relief activity has started on a massive level," said deputy city commissioner Masood-ur Rehman. He said two army brigades would start clearing roads and debris in the city.

With winter just six weeks away, the United Nations said 2.5 million people in the worst-hit areas near the mountainous Pakistan-India border need shelter.

Pakistan army spokesman Maj. Gen. Shaukat Sultan said a total of 30 helicopters, including eight U.S. military choppers diverted from the war in Afghanistan, would be supplying food, water, medicine and other items to quake victims. Two more German and four Afghan helicopters were sent, he said.

Even longtime foe India planned to send a planeload of food, tents and medicine after Pakistan set aside its often-bitter rivalry with its nuclear neighbor and said that it would accept New Delhi's aid. Islamabad, however, declined an offer of Indian helicopters.

Indian Prime Minister Manmohan Singh described the earthquake in Kashmir as a national calamity, saying the government will spare no expense to help the survivors.

Singh said India's death toll had reached 1,300, with another 4,500 injured and 32,000 houses were damaged.

"Whatever is necessary, whatever is needed to rehabilitate, whatever is needed for relief, the central government stands committed to help," he said. Singh earlier announced another $111 million in assistance in addition to the $26 million already promised by his government for relief in the Himalayan territory.

President Gen. Pervez Musharraf said his government was doing its best to respond to the crisis.

"We are doing whatever is humanly possible," Musharraf said. "There should not be any blame game. We are trying to reach all those areas where people need our help."

Advertising agencies are companies that work to create, design, and place advertisements and plan and execute promotional campaigns for their clients. Agencies are divided into two basic types, full-service and limited-service. A full-service agency deals with all aspects of the advertising process from conception to placement and may also handle other marketing tasks such as market research, package design, direct marketing, and public relations. A limited-service agency will focus on a particular area or set of areas, such as message development. While the one-stop-shopping convenience of a full-service agency is attractive and may be beneficial, particularly for large companies with many advertising campaigns to coordinate, a smaller limited-service agency may offer lower rates and particular expertise in its area of focus.

Whatever its range of services, any agency has the goal of getting consumers' attention and influencing their feelings regarding their client's product, service, or cause. Agencies must adapt to work with each client's particular needs and goals within the available budget. The core of an agency is the creative department—the copywriters who develop the text or script for an ad and the art directors who design the look of the ad. Copywriters and art directors often work as a team, either on a long-term basis or partnered up project-by-project. Teams usually report to a creative director, who is a senior staff person with several years of experience in creating campaigns. Account services staff are responsible for creating and maintaining relationships with clients, ensuring that their needs are understood and that the creative department is meeting them.

The aim of any creative team is to create an advertisement or campaign that will convince consumers to buy their client's product. There are several basic techniques that advertising agencies use to persuade the consumer: association (our beer = beaches full of beautiful models), bandwagon (everybody else is buying it!), catchy slogans, controversy, pressure (buy now, while supplies last!), repetition, and testimonials. These techniques may be combined in a variety of ways, with some ads occasionally seeking to use almost all of them. Determining which techniques will be most effective is largely dependent upon what kind of product is being advertised, who the target audience is, and what kind of image the advertiser wants to project. Selling a luxury item usually depends at least partly on the snobbery of the consumer, so the bandwagon approach would not be effective. Using an ad that generates controversy can appeal to the young and rebellious, so it has been effective in selling jeans and cologne, but an advertiser of life insurance policies would probably avoid it.

A primary goal of any advertising campaign is building brand awareness, i.e. the public familiarity with a particular brand and the ability to distinguish it from its competitors. Brand awareness is built through developing a distinctive look, particularly in the logo and packaging, and promoting the product in a way that consistently defines its particular brand identity while also promoting its benefit or desirability. Brand awareness is essential for a product to have long-term success; without it, the product will quickly be lost among the variety of other products that are more actively seeking the consumer's attention.

The earliest agencies could not have conceived of the range of services (or, indeed, of media outlets) available through agencies today. When they first began to appear, late in the 18 th Century, agencies existed only to broker deals for space in newspapers and magazines between their publishers and the companies that wanted to advertise in them. Over time, they became more involved in actually designing the advertisements. A fuller range of services developed and advertising became a recognized course of study in colleges and universities, with its own theory and extensive research. Professional organizations for advertisers were formed, offering their members helpful services and establishing professional standards. Meanwhile, the development of radio, television, and interstate highways (a perfect location for large-scale billboard advertisements) offered a growing variety of venues. And this is the way things were for a number of years, as the craft of advertising became more sophisticated but access points remained pretty much static.

In the 1990s, though, the growth of the Internet as a place both to advertise and to directly buy and sell products changed the nature of advertising just as it did many other aspects of commerce. Many full-service agencies developed Internet divisions and limited-service agencies sprang up that dealt exclusively in online advertising. But perhaps the greatest change the Internet has wrought is in the way it has put so many tools into the hands of advertisers that allow them to develop their own advertisements without bringing in an agency. As more consumers are spending time online and more advertisers are discovering the benefits of Internet advertising, software for developing one's own ads becomes increasingly sophisticated and easy to use, creating a threat to existing advertising agencies. For most businesses, internet advertising is not enough by itself (even websites sometimes advertise on television and in print), but the change in the market and the possibility of further technological advances mean that the future of advertising agencies is uncertain.