New Approaches to Advertising Essay Example | Topics and Well Written Essays - 2250 words

New Approaches to Advertising - Essay Example To be sure, consumers and businesses are using other forms of communication to gain the information that was once formally provided by advertising. Furthermore, globalization in the marketplace has not only altered the way the world does business, but effectively altered the way in which business communicate with their more globally aware consumers. To understand these shifts in the paradigm for advertising, one must first understand how advertising works in the first place, and apply this understanding of the industry to the shift in the way that it is working today.Advertising is unlike the direct communication between two people which involves a give and take experience.It is a one way exchange that is impersonal in format. People can selectively notice or avoid, accept or reject, remember or forget the experience and therefore confuse and bewilder the best of advertising plans. Advertising has always been a seemingly inescapable part of western life. It is the ultimate tool that corporations use to communicate to consumers.Through television, radio, newspapers, billboards, and the internet, corporations have benefited from advertising through increased sales.The effects of advertising have appreciably increased the quality of life of consumers.Finally, the communication potential of advertising has made it essential to the function and well-being of today's market. Advertising is an effective function of the economy that is an asset to both corporations and consumers. Corporations have made every effort to submerge consumers in their advertising since the beginning of modern civilization. They money that corporations are willing to spend delivering ads has doubled since 1976, and continues to grow by over 50% every ten years (Olson & Reynolds, 2001). Corporations and businesses are willing to devote such an enormous investment of money simply due to the fact that if done properly, advertising will more than pay for itself. Although most market experts agree that advertising is an exercise in communication and not sales generation, it is without a doubt that the ultimate goal of producing the ad is to increases sales and profits, either directly or otherwise. Throughout the years, advertising has proven effective in attracting consumers and increasing sales directly. This is achieved is two main ways. First, advertising allows businesses a chance to communicate to the consumer in order to persuade and offer reasons as to why their product would be desirable. This raises consumer interest in the product and can eventually result in increased sales. Next, advertising can be used to raise consumer awareness about special events, promotions, or discounts available or to simply remind prospective customers that the business is open and ready to offer goods and services. Advertising effects businesses by helping to build consumer confidence in an advertiser's product. People have been known to buy brands that they know of and in which they have confidence. Advertising helps to achieve this by connecting corporations and their products to consumers. This process is called "branding". Ads can help the corporation make their product known, and to create an image or reputation for the product through the content of the ad. "At Volvic 10 per cent of the buyersof the buyers of this brand of mineral water are regular and loyal and represent 50 per cent of the sales. The reputation of the brand is a source of demand and lasting attractiveness, the image of superior quality and added value justifies a premium price," (Kapferer, 1997). Advertising of this sort

The sense of stability Essay Example for Free

The sense of stability Essay For those who belong to communities it provides the sense of stability. The three essays chosen to support these ideas were: Garrison Keillor, A Wobegon Holiday Dinner; David Berreby, It Takes a Tribe; and John A. Hostetler, The Amish Charter. Garrison Keillor’s essay, Holiday Dinner, supports this assumption, because even thought the story states an abnormal family holiday gathering; it shows at the end â€Å"Life is good. Even when it is lousy, it still good†. Even thought bad things were possibilities by bringing the fiancà ©, due to the past holidays with the family. There was no hesitation because that would bring tradition and stability to life. David Berreby, It Takes a Tribe, it is supporting as well because â€Å"students don’t attend college, they join into tribes†, â€Å"a college campus is full of people inventing a sense of us and a sense of them†. This describes students coming to college to feel a place of belonging. That is why students join fraternities and sororities to feel a sense of them and us. John A. Hostetler, The Amish Charter, supports as well, in order to not break tradition, bright colors were not allowed or disrupt stability. For the Amish community â€Å"the fundamentals if right and wrong are made relevant in the life of the society†.

Strategic Importance of Knowledge Management Essay -- Philosophy Knowl

Strategic Importance of Knowledge Management Today the world has more and more of free flow of information leading to transfer of knowledge from a person or an organization to others. Whereas this invariably leads to faster development, it also impacts the competitive advantage held by the innovators of processes or technology. It has therefore become strategically important for one and all in business to understand the knowledge, processes and controls to effectively manage the system of sharing and transferring the information in the most beneficial fashion. This paper dwells upon definition, types, scope, technology and modeling of knowledge and Knowledge Management while examining its strategic importance for retaining the competitive advantage by the organizations. What is knowledge? Plato first defined the concept of knowledge as ‘‘justified true belief’’ in his Meno, Phaedo and Theaetetus. Although not very accurate in terms of logic, this definition has been predominant in Western philosophy (Nonaka and Takeuchi, 1995). Davenport et al. (1998) define knowledge as ``information combined with experience, context, interpretation and reflection''. The terms ‘‘knowledge’’ and ‘‘information’’ are often used inter-changeably in the literature and praxis but a distinction is helpful. The chain of knowledge flow is data-information-knowledge. Information is data to which meaning has been added by being categorized, classified, corrected, and condensed. Information and experience, key components of definitions of knowledge, are put into categories through the process of labeling with abstract symbols. This allows the process of synthesis to occur more efficiently than when dealing with masses of individual bits of information. Information coded into symbols to make it â€Å"knowledge† may be stored both inside and outside the individuals. Thus, knowledge may be stored within a person in his mind or outside the person in books, manuscripts, pictures, and audio and videotapes or discs. However, while only the individual himself may retrieve knowledge stored within his mind, kn owledge stored outside can be retrieved by anybody familiar with the storage systems. In organizations, knowledge is often embedded not only in documents and presentations but also in â€Å"organizational routines, processes, practices, and norms,† and through person-to-person cont... ...ress, New York, NY. Schultze, U. and Boland Jr, R.J. (2000), ‘‘Knowledge management technology and the reproduction of knowledge work practices’’, Journal of Strategic Information Systems, Vol. 9, pp. 193-212. Stoner J.A.F., Freeman R. E. and Gilbert D.R. (2004): Management, Pearson Education, U.K. Swan, J. and Newell, S. (2000), ‘‘Linking knowledge management and innovation’’, in Hansen, H.R., Tissen, R., Andriessen, D. and Depres, F.L. (2000), The Knowledge Dividend, Financial Times and Prentice Hall, London. Van Buren, M. (1999), ‘‘A yardstick for knowledge management’’, Training and Development Journal, Vol. 53 No. 5, pp. 71-8. Wagner, E. (2000), ‘‘Communities of practice: the structure of knowledge stewarding’’, in Despres, C. and Chauvel, D. (Eds), The Present and the Promise of Knowledge Management, Butterworth-Heinemann, Boston, MA, pp. 205-24. Wheelen T.L. and Hunger J.D. (2004): Strategic Management and Business Policy, Pearson Education, U.K. Winter, S.G. (1987), ‘‘Knowledge and competence as strategic assets’’, in Teece, D.J. (Ed.), The Competitive Challenge: Strategies For Individual Innovation and Renewal, Ballinger, Cambridge, MA, pp. 159-84.

The U.S. Constitution and The Patriot Act Essay example -- Government

George Washington once said, â€Å"The Constitution is the guide which I never will abandon.† The first President of the United States knew that the Constitution was and still is the greatest and most important document in America. He said that he would never abandon it and he would never deny it. He would follow it, like it was a guide. The Constitution is supposed to be a guide, which would never be neglected. However, the current government has deserted and almost discarded the United States Constitution. George Washington and the rest of the founding fathers would roll over in their graves if they knew that The USA Patriot Act was an Act now being followed. As Abraham Lincoln said, â€Å"Don't interfere with anything in the Constitution. That must be maintained, for it is the only safeguard of our liberties†. The Constitution should not be hindered, and it should never be disregarded. This country was built on the base of the Constitution and the founding fathers wo rked hard to come up with just the precise way to run a republic. The USA Patriot Act is a controversial Act that was made to prevent and penalize all terrorist acts in the United States of America as well as all around the globe. This act was made in order to improve law enforcement investigations, the tools used in those investigations and more. The USA Patriot Act stands for Uniting and Strengthening America by Providing Appropriate Tools Required to Intercept and Obstruct Terrorism. The USA Patriot Act was passed to create some sort of a huge surveillance superstructure. This act was signed into law in 2001 by President George W. Bush and then extended in 2011 by President Barak Obama (Electronic Privacy Information Center). The Patriot Act was largely passed becaus... ... May 2012. . Drucker, David. "Bipartisanship Forms on Both Sides of PATRIOT Act Extension." Roll Call. An Economist Group Business, 03 23 2011. Web. 13 May 2012. . Electronic Privacy Information Center, . "USA PATRIOT Act." Electronic Privacy Information Center (2010): n.pag. EPIC. Web. 13 May 2012. . Ramasastry, Anita. "Explaining the U.S.A. Patriot Act." CNN. (2002): n. page. Web. 13 May. 2012. . Savage, Charlie. "A Patriot Act Surprise." New York Times. (2011): n. page. Web. 13 May. 2012. .

Research Article Analysis Essay

This research article analysis is over the article Undergraduate student researchers, preferred learning styles, and basic science research: A winning combination which is published in the Clearing House Journal and written by Lori Woeste and Beverly Barham. This article can also be found in Week One Electronic Reserve Readings. In this analysis a summary of the article will be provided, the type of information discussed in the article will be given, as well as if the information in this article should be considered reliable and valid. Summary This article is based on basic science research and the role that a team dynamic has on a student. What studies have found is that while the technical portion of research can pose as a challenge, student researchers are often challenged with thriving in various team dynamics as well (Woeste & Barhamm, 2012). Woeste and Barham (2012) explains that understanding the preferred learning style of a student can pose as an advantage for mentors because it allows them to have a better understanding of how meet these challenges. In this article, the authors also chronicles the background of working alongside student researchers whom prefer different learning styles. The authors also correlate this information with how being well-informed on students’ preferred learning styles can contribute towards creating an environment enriched in positive learning experiences, which ultimately results in a winning combination for the team as a whole (Woeste & Barham, 2012). Type of Information The first section of the research paper introduces the two student researchers and his or her preferred learning style. Research student one  (SR1) had a preferred learning style of kinesthetic and research student two (SR2) had a preferred learning style of visual, with both agreeing that auditory was the least preferred learning style. According to Woeste and Barhman, â€Å"The nature of the basic science research required strict adherence to sterile technique, chemical hygiene protocols, quality control guidelines, and handling of microbiological specimens† (2012, pg. 64). Both research students were then asked to demonstrate various techniques needed in basic science research and both did so accordingly, displaying a throrough understanding and competence in the techniques required (Woeste & Barham, 2012). The next section chronicles the beginning of the project. After receiving a detailed plan from the grant application, the student researchers were asked to investigate and report the timing of adherence for bacteria to different substances (Woeste & Barham, 2012). Right away it was noticed that SR1 was experiencing difficulty starting anything new and although SR1 was able to take over once receiving help, there was a significant reoccurrence of the same issue (Woeste & Barham, 2012). However, after moving SR1 from the office space to the laboratory where he or she could have a hands-on approach to using instruments and protocols, SR1 displayed competence in the ability to begin and he or she began a great source of contribution by manipulating items to help in the creative part of the process (Woeste & Barham, 2012). By moving SR1 from the office to the laboratory, the student researcher was able to contribute as well as learn in a learning style that was best suited for his or her needs. While SR2 did not display the need for a hands-on approach to develop new ideas for various parts of the project, it was quickly noticed that SR2 required a need to write down all protocols and information in regard to the project (Woeste & Barham, 2012). Due to the fact that all research should be documented, SR2 was able to contribute to the documentation aspect of the research (Woeste & Barham, 2012). In the end, SR2 was also able to contribute in a manner that benefited the project as well as suited his or her preferred learning style just as SR1 was and together the two complemented one another. Since both students preferred auditory learning least, they were both given sample question that he or she may encounter during the presentation as a way to ease nerves and prepare. The next section of this article explains how SR1 and SR2 did during the  presentation. Both students answered questions and provided information in a manner that was in coherence with each of their learning styles. SR1 spoke with hand gestures, motions, and simulated steps in the laboratory while SR2 referred to the visual poster used in the delivery of the presentation to provide information and answer questions (Woeste & Barham, 2012). The last section of this article includes the conclusion and in findings that were discovered throughout this project. Throughout this project, the authors discovered that taking a learning-center approach, students are able to learn better and work together more efficiently because it attempts to â€Å"contextualize the construct of learning styles, with the ultimate goal of improving pedagogical practice† (Woeste & Barhman, 2012, p. 65). Reliability or Validity This article would be deemed as reliable and valid because of the source from which the information came, the citations and evidence used in the article, and credentials of the authors. The Clearing House is a journal of educational strategies, issues, and ideas through the use of peer-reviewed articles (Taylor and Francis Group, n.d.) The authors also used outside sources and citations from other journals as well as books that come from valid and peer-reviewed articles and information. Last, the authors have credentials in this field of work and study to accurately report and investigate the topic in which this article was about. Conclusion Providing an analysis on a research article requires much more depth and thought than simply reading the content in the article. A reader must begin with first understanding what the article is about and who the authors are and the source from which the article is coming from. Once a student has done this, an outline should be created of each section in the article and a summary should be developed. A summary will help the student to easily identify the main points in the article. After doing so, a highlight of each section should be done so that a quick, yet thorough understanding of the article can be assessed. If all steps are followed, students should be able to correctly present a research paper on articles and after time, improve his or her ability to do so. References Woeste, L. A., & Barham, B. J. (2007). Undergraduate student researchers, preferred learning styles, and basic science research: A winning combination. The Clearing House, 81(2), 63-66. Retrieved from http://search.proquest.com/docview/196879481?accountid=35812 Taylor and Francis Group. (n.d.). Genamics. Retrieved from http://journalseek.net/cgi-bin/journalseek/journalsearch.cgi?field=issn&query=0009-8655

Free Essays on The First World War

â€Å"Some nations were more to blame than others† The legendary and unforgettable 20th century, an epoch of scientific discoveries, a brand new, flawlessly modern, at the same time secretly mystifying, but none the less attractive and remarkable world. Numerous developments, industrial improvements and technical growth, as well as political progression had made it a period of great changes, both socially and politically, resulting in the horrible, however colossal First World War. Before 1914, the world was merely a community, resembling a battlefield, it had not yet put all the latest hi-tech machinery, of the time, into practice. A front line, which was fought by independent countries in self-sufficient ways, where your neighbour would rarely be involved and the land you fought for was the main objective, became the conflict between many nations, for everyone was in a wild race for power and foreign territories. Due to such intentions, the tension and differences of the various world communities began to evolve. Europe, being the centre of much scientific, artistic and industrial advancement, hosting numerous empires, extremely dominant and able, was gradually building up its fights, clashes and arguments over small, simple issues, which would turn into greater ones reasonably soon. Germany, a nation of strength and remarkable pride, had taken the lead in industry, over Britain. Austria-Hungary, a multicultural environment, containing nations with those who wanted self-government and liberty, was losing its once so firm and respectably well-built supremacy over countries, such as Serbia. Britain, an independent tough and incredibly capable remote island, which wanted equal power for everyone, however remained happy as long as it was a little bit more advanced than anyone else would ever be. A dream come true, however not for long, as the rapid growth of Germany had promptly taken over her marvels. France, a plentiful and s... Free Essays on The First World War Free Essays on The First World War â€Å"Some nations were more to blame than others† The legendary and unforgettable 20th century, an epoch of scientific discoveries, a brand new, flawlessly modern, at the same time secretly mystifying, but none the less attractive and remarkable world. Numerous developments, industrial improvements and technical growth, as well as political progression had made it a period of great changes, both socially and politically, resulting in the horrible, however colossal First World War. Before 1914, the world was merely a community, resembling a battlefield, it had not yet put all the latest hi-tech machinery, of the time, into practice. A front line, which was fought by independent countries in self-sufficient ways, where your neighbour would rarely be involved and the land you fought for was the main objective, became the conflict between many nations, for everyone was in a wild race for power and foreign territories. Due to such intentions, the tension and differences of the various world communities began to evolve. Europe, being the centre of much scientific, artistic and industrial advancement, hosting numerous empires, extremely dominant and able, was gradually building up its fights, clashes and arguments over small, simple issues, which would turn into greater ones reasonably soon. Germany, a nation of strength and remarkable pride, had taken the lead in industry, over Britain. Austria-Hungary, a multicultural environment, containing nations with those who wanted self-government and liberty, was losing its once so firm and respectably well-built supremacy over countries, such as Serbia. Britain, an independent tough and incredibly capable remote island, which wanted equal power for everyone, however remained happy as long as it was a little bit more advanced than anyone else would ever be. A dream come true, however not for long, as the rapid growth of Germany had promptly taken over her marvels. France, a plentiful and s...

World War II in the Pacific - New Guinea, Burma, China

World War II in the Pacific - New Guinea, Burma, China Previous: Japanese Advances Early Allied Victories World War II 101 Next: Island Hopping to Victory The Japanese Land in New Guinea In early 1942, following their occupation of Rabaul on New Britain, Japanese troops began landing on the north coast of New Guinea. Their objective was to secure the island and its capital, Port Moresby, in order to consolidate their position in the South Pacific and provide a springboard for attacking the Allies in Australia. That May, the Japanese prepared an invasion fleet with the goal of attacking Port Moresby directly. This was turned back by Allied naval forces at the Battle of the Coral Sea on May 4-8. With the naval approaches to Port Moresby closed, the Japanese focused on attacking overland. To accomplish this, they began landing troops along the islands northeast coast on July 21. Coming ashore at Buna, Gona, and Sanananda, Japanese forces began pressing inland and soon captured the airfield at Kokoda after heavy fighting. Battle for the Kokoda Trail The Japanese landings preempted Supreme Allied Commander, Southwest Pacific Area (SWPA) General Douglas MacArthurs plans for using New Guinea as a platform for attacking the Japanese at Rabaul. Instead, MacArthur built up his forces on New Guinea with the goal of expelling the Japanese. With the fall of Kokoda, the only way to supply Allied troops north of the Owen Stanley Mountains was over the single-file Kokoda Trail. Running from Port Moresby over the mountains to Kokoda, the trail was a treacherous path that was seen as an avenue of advance for both sides. Pushing his men forward, Major General Tomitaro Horii was able to slowly drive the Australian defenders back up the trail. Fighting in terrible conditions, both sides were plagued by disease and a lack of food. Upon reaching Ioribaiwa, the Japanese could see the lights of Port Moresby but were forced to halt due to a lack of supplies and reinforcements. With his supply situation desperate, Horii was ordered to withdraw back to Kokoda and the beachhead at Buna. This coupled with the repulse of Japanese attacks on the base at Milne Bay, ended the threat to Port Moresby. Allied Counterattacks on New Guinea Reinforced by the arrival fresh American and Australian troops, the Allies launched a counteroffensive in the wake of the Japanese retreat. Pushing over the mountains, Allied forces pursued the Japanese to their heavily defended coastal bases at Buna, Gona, and Sanananda. Beginning on November 16, Allied troops assaulted the Japanese positions and in bitter, close-quarters, fighting slowly overcame them. The final Japanese strongpoint at Sanananda fell on January 22, 1943. Conditions in the Japanese base were horrific as their supplies had run out and many had resorted to cannibalism. After successfully defending the airstrip at Wau in late January, the Allies scored a major victory at the Battle of the Bismarck Sea on March 2-4. Attacking Japanese troop transports, aircraft from SWPAs air forces managed to sink eight, killing over 5,000 soldiers that were en route to New Guinea. With momentum shifting, MacArthur planned a major offensive against the Japanese bases at Salamaua and Lae. This attack was to be part of Operation Cartwheel, an Allied strategy for isolating Rabaul. Moving forward in April 1943, Allied forces advanced towards Salamaua from Wau and were later supported by landings to the south at Nassau Bay in late June. While fighting continued around Salamaua, a second front was opened around Lae. Named Operation Postern, the attack on Lae began with airborne landings at Nadzab to the west and amphibious operations to the east. With the Allies threatening Lae, the Japanese abandoned Salamaua on September 11. After heavy fighting around the town, Lae fel l four days later. While fighting continued on New Guinea for the rest of the war, it became a secondary theater as SWPA shifted its attention to planning the invasion of the Philippines. The Early War in Southeast Asia Following the destruction of Allied naval forces at the Battle of the Java Sea in February 1942, the Japanese Fast Carrier Strike Force, under Admiral Chuichi Nagumo, raided into the Indian Ocean. Hitting targets on Ceylon, the Japanese sank the aging carrier HMS Hermes and forced the British to relocate their forward naval base in the Indian Ocean to Kilindini, Kenya. The Japanese also seized the Andaman and Nicobar Islands. Ashore, Japanese troops began entering Burma in January 1942, to protect the flank of their operations in Malaya. Pushing north towards the port of Rangoon, the Japanese pushed aside British opposition and forced them to abandon the city on March 7. The Allies sought to stabilize their lines in the northern part of the country and Chinese troops rushed south to aid in the fight. This attempt failed and the Japanese advance continued, with the British retreating to Imphal, India and the Chinese falling back to the north. The loss of Burma severed the Burma Road by which Allied military aid had been reaching China. As a result, the Allies began flying supplies over the Himalayas to bases in China. Known as The Hump, the route saw over 7,000 tons of supplies cross it each month. Due to the hazardous conditions over the mountains, The Hump claimed 1,500 Allied aviators during the war. Previous: Japanese Advances Early Allied Victories World War II 101 Next: Island Hopping to Victory Previous: Japanese Advances Early Allied Victories World War II 101 Next: Island Hopping to Victory The Burmese Front Allied operations in Southeast Asia were perpetually hampered by a lack of supplies and the low priority given the theater by Allied commanders. In late 1942, the British launched their first offensive into Burma. Moving along the coast, it was quickly defeated by the Japanese. To the north, Major General Orde Wingate began a series of deep penetration raids designed to wreak havoc on the Japanese behind the lines. Known as Chindits, these columns were supplied entirely by air and, though they suffered heavy casualties, succeeded in keeping the Japanese on edge. Chindit raids continued throughout the war and in 1943, a similar American unit was formed under Brigadier General Frank Merrill. In August 1943, the Allies formed the Southeast Asia Command (SEAC) to handle operations in the region and named Admiral Lord Louis Mountbatten as its commander. Seeking to regain the initiative, Mountbatten planned a series of amphibious landings as part of a new offensive, but had to cancel them when his landing craft were withdrawn for use in the Normandy invasion. In March 1944, the Japanese, led by Lieutenant-General Renya Mutaguchi, launched a major offensive to take the British base at Imphal. Surging forward they encircled the town, forcing General William Slim to shift forces north to rescue the situation. Over the next few months heavy fighting raged around Imphal and Kohima. Having suffered high numbers of casualties and unable to break the British defenses, the Japanese broke off the offensive and began retreating in July. While the Japanese focus was on Imphal, US and Chinese troops, directed by General Joseph Stilwell made progress in northern Burma. Retaking Burma With India defended, Mountbatten and Slim began offensive operations into Burma. With his forces weakened and lacking equipment, the new Japanese commander in Burma, General Hyotaro Kimura fell back to the Irrawaddy River in the central part of the country. Pushing on all fronts, Allied forces met with success as the Japanese began giving ground. Driving hard through central Burma, British forces liberated Meiktila and Mandalay, while US and Chinese forces linked up in the north. Due to a need to take Rangoon before the monsoon season washed away the overland supply routes, Slim turned south and fought through determined Japanese resistance to take the city on April 30, 1945. Retreating east, the Kimuras forces were hammered on July 17 when many attempted to cross the Sittang River. Attacked by the British, the Japanese suffered nearly 10,000 casualties. The fighting along the Sittang was the last of the campaign in Burma. The War in China Following the attack on Pearl Harbor, the Japanese launched a major offensive in China against the city of Changsha. Attacking with 120,000 men, Chiang Kai-Sheks Nationalist Army responded with 300,000 forcing the Japanese to withdrawal. In the wake of the failed offensive, the situation in China returned to the stalemate that had existed since 1940. To support the war effort in China, the Allies dispatched large amounts of Lend-Lease equipment and supplies over the Burma Road. Following the capture of the road by the Japanese, these supplies were flown in over The Hump. To ensure that China remained in the war, President Franklin Roosevelt dispatched General Joseph Stilwell to serve as Chiang Kai-Sheks chief of staff and as commander of the US China-Burma-India Theater. Chinas survival was of paramount concern for the Allies as the Chinese front tied down large numbers of Japanese troops, preventing them from being used elsewhere. Roosevelt also made the decision that US troops would not serve in large numbers in the Chinese theater, and that American involvement would be limited to air support and logistics. A largely political assignment, Stilwell soon became frustrated by the extreme corruption of Chiangs regime and his unwillingness to engage in offensive operations against the Japanese. This hesitancy was largely the result of Chiangs desire to reserve his forces for fighting Mao Zedongs Chinese Communists after the war. While Maos forces were nominally allied with Chiang during the war, they operated independently under Communist control. Issues Between Chiang, Stilwell, Chennault Stilwell also butted heads with Major General Claire Chennault, the former commander of the Flying Tigers, who now led the US Fourteenth Air Force. A friend of Chiangs, Chennault believed that the war could be won through air power alone. Wishing to conserve his infantry, Chiang became an active advocate of Chennaults approach. Stilwell countered Chennault by pointing out that large numbers of troops would still be required to defend US airbases. Operating parallel to Chennault was Operation Matterhorn, which called for the basing of new B-29 Superfortress bombers in China with the task of striking the Japanese home islands. In April 1944, the Japanese launched Operation Ichigo which opened a rail route from Beijing to Indochina and captured many of Chennaults ill-defended airbases. Due to the Japanese offensive and the difficulty in obtaining supplies over The Hump, the B-29s were re-based to the Marianas Islands in early 1945. Endgame in China Despite having been proven correct, in October 1944, Stilwell was recalled to the US at Chiangs request. He was replaced by Major General Albert Wedemeyer. With the Japanese position eroding, Chiang became more willing to resume offensive operations. Chinese forces first aided in evicting the Japanese from northern Burma, and then, led by General Sun Li-jen, attacked into Guangxi and southwestern China. With Burma retaken, supplies began to flow into China allowing Wedemeyer to consider larger operations. He soon planned Operation Carbonado for the summer of 1945, which called for an assault to take the port of Guandong. This plan was cancelled following the dropping of the atomic bombs and Japans surrender. Previous: Japanese Advances Early Allied Victories World War II 101 Next: Island Hopping to Victory