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London- based Verification Research,Training and Information Centre. Earlyversions of seals attached to doors, con-tainers, canisters, and other compo-nents consisted of small metal loopswith caps marked by a random patternof scratches and solder. Inspectors peri-odically removed the seals and tookthem back to IAEA headquarters in Vienna to determine if they matchedthat unique pattern.
More modern seals include fiber- optic cable loops through which en-coded light pulses are sent. If the loopis broken, its control box will registerthe location of the break and recordwhen and for how long the break oc-curred, Chalmers says. The control boxhas tamper- resistant technologies toprevent cheating. The method is versa-tile; the loops can run up to a kilometerin length.
“It may well be that a number offairly sophisticated technologies are already being used in Iran,” Chalmerssays. Since the IAEA has been monitor-ing compliance with the Joint Plan ofAction, a predecessor agreement signedin 2013 between Iran and the P5+1 na-tions, “the agency probably has a lot ofknowledge from Iran,” he notes.
The IAEA began environmental sam-pling in nuclear facilities after the firstGulf war in 1991, when Iraq’s secret nu-clear program was uncovered. Swabs ofsurfaces inside enrichment halls are ex-amined for their isotopic content. “Thatis a remarkably powerful technology,”notes Shea.
The JCPOA includes monitoringIran’s uranium mining, milling, andconversion to UF6. Such monitoringis aimed at preventing diversion of ura-nium to any potential covert enrich-ment program, but it presents a difficultchallenge, given the volumes involved.“You are talking about a lot of materialto sift through to extract U-235,” saysFerguson. “I can imagine the error barsbeing pretty big. They probably don’tneed really fine granularity. [Accuracyto] within tens of kilograms might begood for the purpose of monitoring.”
Verification of bulk processing usesmaterial-balance accounting, in whichuranium stocks, records, and receiptsare audited to detect shipper–receiverdifferences and unaccounted material
that exceeds the limits for measurementuncertainties. Video surveillance is alsoused to prevent removal or alteration ofnuclear materials containers.
Shea says Iran’s known uranium orereserves have increased considerably inrecent years, and they could continue todo so. “Verifying something that is de-clared is a much easier job than findingout that it’s not being submitted in thefirst place,” he says.
Civilian technologies, particularlycommercial imaging satellites, also willbe a part of JCPOA verification. TheIAEA has long purchased satellite im-agery for its own analyses, and it cullsother open sources of information, suchas journals and trade databases. “Theyuse quite sophisticated analysis tools tocrunch huge amounts of free informa-tion to help paint a picture of a certainstate,” notes Chalmers.
Other nongovernmental organiza-tions have access to the same imageryand other open information sources.That, says Christopher Bidwell, a seniorfellow at the Federation of AmericanScientists, “can breed a mini- industry ofproliferation experts” who may drawconclusions opposite those of the IAEA.An unofficial analysis “creates more op-portunity to catch acts of cheating, butat the same time, it adds to the noiselevel,” he says.
The IAEA and the signatories to theJCPOA may have to spend time and ef-fort investigating such third- party as-sertions. And they will have to deal with
potential accusations from other partiessuch as Israel or Iranian dissidents, saysBidwell. He recommends that theagency set up a rapid resolution processfor allegations of noncompliance.
Possible military applicationsOfficials of the IAEA announced on 15October that the agency had completedits investigation of the 10 or so issues ithad raised on the “possible military di-mensions” of Iran’s program. Those in-cluded suspicions that the testing ofhigh- explosive lenses needed for an implosion-type weapon had takenplace at Iran’s Parchin military site. TheIAEA staff is to report to the directorgeneral its findings in mid- December.
Shea anticipates that the IAEA reportwill be less than definitive: “somethingalong the lines that they now have a fullpicture of the activities that were carriedout and that they are now prepared toimplement the JCPOA as foreseen ac-cording to the schedule of events.” Thereport’s purpose, he says, is to determinewhether an activity the IAEA may un-cover in the years ahead had begun be-fore or after the agreement took effect.
The US has independently assessedIran’s nuclear programs. In January2014, James Clapper, director of na-tional intelligence, testified that Iran“has the scientific, technical, and indus-trial capacity to eventually produce nuclear weapons.” But whether it willdo so is unknown, he added.
David Kramer
Does your research require low temperatures? Contact Janis today. Ourengineers will assist you in choosing thebest system for your [email protected]
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Cameras used in the International Atomic Energy Agency’s verification processhave covers that indicate tampering and record details of a breach.
IAE
A
pt_issues1215_Issues&Events 11/12/2015 9:28 AM Page 28
• The importance of frequency in advertising
• 7 reasons to advertise in magazines
• New print ad options for Physics Today in 2016
• Physics Today’s redesign and your ads
• The new look of Added Value
THE NEW LOOK OF ADDED VALUE
Added Value is Physics Today’s content marketing medium—our offering of marketing and advertising tips and advice for your bottom line. We want to provide our advertisers with useful information that helps you to
be a more savvy media buyer, no matter where you buy your advertising. To keep in line with the new look of Physics Today, Added Value also received a design overhaul, which you can enjoy in this issue.
Your next issue of Added Value: May 2016
IN THIS ISSUE
HOW PHYSICS TODAY ’S REDESIGN AFFECTS YOU By now you have received the January 2016 issue of Physics Today and you may have noticed the changes—the magazine has an entirely new look! The redesign changes the reader experi-ence and focuses on a bigger impact for images—which includes your ads! Take some time to observe the various changes and consider how they might amplify your mes-sage and make readers take a second look.
THE SOLE AD ON THE PAGE MAKES A BIG IMPACT WITH MINIMAL DESIGN WORK
AMPLIFYING YOUR SALES EFFORTS WITH MARKETING RESEARCH AND TIPS SPRING 2016
A long with a brand new design for the magazine itself, Physics Today
is also offering a new print ad option in 2016: The horizontal page banner (1/8 page). The sizing of this ad requires a layout that won’t be able to accommodate other ads on the same page, so your ad remains the dominant element that draws the eye among the editorial content. The horizontal page banner gives you the chance to lock other competing ads out of the entire page—with minimal design efforts on your part. A simple logo and call to action is all that’s needed in your design. Take advantage of your opportunity to own the page with this new print ad offering. Find your ad rep on the back cover and call today to access this prime ad real estate.
NEW PRINT AD OFFERING: HORIZONTAL PAGE BANNER
“I just want to try advertising once to see what kind of results I will get.”
This statement is common coming from business owners all too often. In the
end, this position can cause a huge deal of aggravation, wasted expense, and ultimately disappointment with an advertising campaign. Why? In advertising, once is just not enough.
A successful advertising campaign has so many variables to consider: Where do you advertise? What size is the ad? What product or service are you advertising? How do your message and calls to action relate to your target audience? These are all important questions, but one of the most important—yet often overlooked—questions when considering the effectiveness of your campaign is: What is your ad frequency?
How often you advertise and how consistently your target audience engages with your brand is one of the keys to a successful advertising campaign.
A COMMON MISCONCEPTION Everyone advertises for the same reasons. We want to bring customers through the door and sell more products (or services)! Most business owners grasp that concept. However, those same business owners don’t truly understand the process a customer goes through, starting way before seeing an advertisement, leading up to purchase. In their minds it’s a seemingly simple equation:
• Take out an advertisement.• Targeted potential customer sees the
advertisement.• Customer walks into the store and buys
the advertised goods or services. If the first-time ad doesn’t go according to this
equation, then the advertising doesn’t work and the business loses money. Truthfully, if the ad is only run once, the business owner did just waste money. In reality, the advertising did better than expected, but without frequency there was never an opportunity to see it through to success.
WHY IS FREQUENCY SO IMPORTANT? It all comes down to the buying cycle. Research shows a consumer goes through a similar process every time they consider a purchase. The higher the ticket price or the more personal it is, the longer the buying cycle. A typical buying cycle a new advertiser must take into account follows these seven steps:
NO. 1: AWARENESS Before a potential customer even enters the buying cycle, they must know you exist. They will consider your company once they enter the cycle which also allows you the ability to bring potential customers into the purchase cycle for your product or service (see No. 2).
NO. 2: INTEREST After your customer realizes you exist, you have the opportunity to then influence the buying cycle by creating interest in what you are selling.
NO. 3: NEED If you are successful at creating interest, it will push the customer to determine if they have a need for your product or service.
NO. 4: COMPARISON This is the point at which knowing your competitor is crucial. The value of the product and buying risk for the customer will determine how thorough this stage will be.
NO. 5: PURCHASE The customer has satisfied the previous four steps and makes the purchase.
NO. 6: SATISFACTION Once the purchase is made the customer then enters post-purchase mode, in which they determine whether the product lives up to expectations.
NO. 7: REFERRALS Referrals are also a post-purchase activity and are extremely important with the rise of review and rating websites like Yelp. (A recent study showed nearly 90 percent of customers are influenced by a positive review online.) If everything is as advertised, customers will gladly send other customers to you. Momentum begins from this point.
FREQUENCY AND THE BUYING CYCLE Depending on budget and urgency there could be weeks, months, or years between
ONCE IS NOT ENOUGHTHE IMPORTANCE OF FREQUENCY IN ADVERTISING
7 ROCK SOLID REASONS TO ADVERTISE IN MAGAZINES
It’s the dawn of the post-ad digital world. As marketers come to understand that digital
advertising is not the miracle cure it was expected to be, advertisers are once again reminded that print remains a fantastic choice for brand awareness, even being called “a secret weapon.”
“Advertising in magazines is still one of the most effective ways of building brands at the right time. They engage millions of people and small groups on a regular basis, deliver ROI, generate large amounts of brand awareness, and significantly increase sales,” noted Print Power, a European company that promotes print as an important component to modern marketing
programs and campaigns. Here are seven ways print works for you. PRINT REACHES. According to Print Power, “magazines in Germany, for example, reach nine out of 10 Germans and have a coverage of 91.3 percent.”PRINT ENGAGES. Print advertising is more likely to be viewed as part of the reading experience than other media. PRINT UNDERSTANDS. Print offers long-form content and no digital distractions, so magazines are often sought out for understanding more complex issues because of the reader’s ability to focus.PRINT INTERACTS ONLINE. With improved print-to-digital technology, magazines have come a long way in interactivity with online content.PRINT LEADS TO SALES. All of these traits lead to inspiration, which often leads to purchase—45 percent of respondents to a survey said a magazine inspired them to purchase an advertised product.PRINT SENSES. Print ads have the benefit of incorporating all of our senses, even taste and sound (check out Fanta’s orange ad). The tactile and sensory experience makes the ads more engaging and leaves readers with a more complete involvement. PRINT RAKES IN ROI. Magazines consistently rank at or near the top in ROI rankings.
Simply put, the brand-building power of print advertising is undeniable.
This article, by David Pilcher, originally appeared at www.freeportpress.com. It was used with permission and has been edited for style and fit.
ADVERTISING IN PRINT MAGAZINES IN STILL ONE OF THE MOST EFFECTIVE WAYS TO BUILD YOUR BRAND. PERIOD.
steps one and five. Advertising frequency is what pushes you through the steps. The more consistently you advertise, the better your results. Studies have suggested the frequency of advertising should range from three to seven times depending on the product, cost, target audience, and medium. Industry opinion can dictate up to 11 impressions before action is taken. Consistent advertising reinforces your brand and provides top-of-mind awareness among your current customers while simultaneously engaging new customers in the buying cycle. THE FREQUENCY FOUNDATION “Here today, gone tomorrow” advertising is one of the most expensive actions that a business owner can take. Patience and effective frequency pays off in the long run, generating new business and building a sustainable foundation for your brand.
Portions of this article originally appeared in Zip Code Magazines at www.zipcodemagazines.com/enough-importance-frequency-advertising.
“Advertising in magazines is still one of the most effective ways of building brands at the right time. They engage millions of people and small groups on a regular basis, deliver ROI, generate large amounts of brand awareness, and significantly increase sales.” — Print Power
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APRIL ISSUEAd art deadline: March 1• Product focus: materials,
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$1.4 million: the buying power of the typical
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2016Media Kit
How the Redesign Raises the Profile of Your AdsNew Advertising Options—Print and Online—in 2016
New Advertising Options—Print and Online—in 2016
A Whole New Look For
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