The principles of Software engineering consist of determining the feasible approach toward managing a software application. The normal processes of engineering software involve: the interviewing process, which is the research and studying of the problem domain; and the prototyping process, which refers to the understanding of the type of data needed for each level of the problem.

A good practice is to use Data Flow Diagrams to visually articulate how each process of the problem interacts with each other to solve the big problem. Using Data Dictionaries helps to define each data prototype and conceive the stability of managing each sub-unit of the problem domain. Each sub-routine that solves a specific problem should have its own specification.

If the software application utilized a database, the engineer is responsible for designing the Database, and designing the effective output and input. The final process is the software Documentation, which involves extensive testing to explain in detail the design and documentation technique, flowcharts, pseudo code, and procedures manual.

Windows, Linux, Solaris, NetWare, HP-UX, and Mac OS are different operating systems developed on different machines because of machine dependency. Since each machine has its own unique sets of code, different sets of software had to be developed specifically for each machine. What does that mean for a web programmer? Many tools are developed to solve the cross browser compatibility. Each machine browser interprets code differently and each JavaScript interpreter in each different operating system are developed differently with their own specifications. So if a new feature of the JavaScript language is available in Firefox that doesn’t mean it will be available in Internet Explorer. The fact that some browsers cannot interpret certain code at all is a big issue; so, to alleviate the stress of bugs in a web application a specification of what all web browser share in common is formulated. There are tools to validate a web page html codes and JavaScript codes. The World Wide Web Consortium (W3C) is an organization working to make a standard specification for all web browsers.

In this fast paced, always connected, and everything-happening-at-once world we live in, there are layer upon layer of trends that permeate our lives, dictate our future, and continually challenge the things that we know and understand.

Of course the big picture trends include such things as outsourcing, globalization, and connectivity. The reality is that everything and everyone is caught up in a whirlwind of ever-moving, ever-changing, ever-increasing trends. There are fashion trends, medical trends, manufacturing trends, religious trends, educational trends, the much feared economic trends, the much criticized dietary trends, and of course the sometimes frivolous and often amusing celebrity trends. In advertising, there are website design trends, video production trends, custom programming trends, animation trends, graphic design trends, copy writing style trends, and even color trends.

There is one trend that has been engaged and evolving since man first walked the Earth. Innovation! It is the granddaddy of all other trends, the foundation of all civilizations, and both the savior and perhaps ultimately the destroyer of mankind itself.

I hold the belief that modern civilization is focused on measuring the wrong things. We measure countries, wealth, gross national product, population, the number of sick, the starving, the oppressed, the free, opinions, viewers, visitors, customers, travelers, manufacturing numbers, consumer indexes, etc. We even spend a great deal of time measuring trends - where they started, where they are today, where they are going.

Perhaps we should measure innovation. Innovation determines which individuals prosper, which companies succeed, which countries grow, what groups become healthier, and ultimately, which civilizations rise and fall.

At DDA, we focus on innovation and intuitively understand that everything else follows, because everything else is just a trend.

DDA does a great job at interweaving the various internal departments with each other. The advertising copywriters, website designers, programmers, search engine optimization specialists, and graphic design artists all collaborate throughout the project(s) so as to make sure that each portion correctly fits into place and to not displace other portions of the project. Communication as well as collaboration are what this advertising company does well. In my opinion, this is why more prospects choose DDA over its competitors.

In the development of Graphical User Interface (GUI) application or web application the Model-View Controller (MVC) architectural paradigm is often used to separate logic and the user interface. An event driven application such as web application or a Windows-based application would be implemented by first the model representation which is the data collection and logical set of regimented rules that govern the data. The view representation is the Graphical User Interface that users have to interact with and the controller is the events that are triggered behind the scenes as the user interacts with the application, which involves the communication between the model component and the view components. The Model-View Control Concept has been widely adapted in many languages such as the Java Enterprise Edition, mainly to solve the problem of interdependencies between all components of the application, which can have a cascading effect when adding more data and logic. The problem is often application maintainability, where the Model-View Control Concept comes in and separates business logic code, data access code, and representation code.

Working with clients from project inception to completion as a Project Coordinator helps me establish an overall understanding of the needs of particular clients, their direction, and their intentions for the outcome of the projects at hand and those of the future. It is my hope that every project ends on a positive note for the client and DDA. I work closely with staff members, such as programmers, search engine optimization (SEO) specialists, graphic designers, copywriters, photographers, videographers, animators, and the AR/AP department to ensure that every “i” gets dotted and “t” crossed. Working in this manner also helps me to understand the intricacies, responsibilities, and tasts involved with every DDA employee.

In the past few weeks, we’ve managed to complete and close a variety of different projects from copywriting services to logo design, and much more. I’m pleased to say that we were able to meet each project’s deadline and every client was satisfied with a job well done. But with the completion of one project means the inception of another and the same goal… to meet and exceed client expectations so that he or she returns to our full-service advertising agency for any and all of their advertising and marketing needs.

An Integrated Development Environment (IDE) is an application tool with the capability of facilitating a computer programmer with the environment of writing high language programs in their syntactic form and their regimented semantics. An IDE usually composes of a source editor, a compiler or interpreter, and a debugger. Working as a web programmer at Dynamic Digital Advertising (DDA), the main tool I’ve used to write code is called Abode Dreamweaver CS3. Dreamweaver CS3 supports web technology frameworks such as CSS, JavaScript and also various server side script languages such as ColdFusion, PHP, and ASP. At Dynamic Digital Advertising, the facility of Dreamweaver CS3 I mostly use is the server side script language framework of ColdFusion, which makes writing ColdFusion templates very easy. The IDE catches syntactic errors very easily. One thing I found difficult with the IDE is the inability to debug script templates at the local computer. Which makes sense because only the server has the script compiler or debugger.

I read recently that a UN Relief Agency (UNWRA) was adjusting its forecast of the number of starving people worldwide dramatically upwards. From memory, I believe the number forecast just a few years ago was less than 600 million, a huge number and about 10% of the world’s population, to a number closer to 1.5 billion. This projection was to occur by the year 2015, again from memory.

The reason was because of the push in some countries, especially in South America and the U.S., to produce Ethanol. That’s correct, in our endeavor to lessen our dependence on foreign oil, we are producing less rice and other crops for food and using the land for growing corn and sugar cane to be turned into fuel. The second impact of this is that land is being cleared from pristine areas, like the rain forest, at a record pace to have more land to grow Ethanol related crops.

The biggest irony is that, especially in the case of corn, it takes almost as much energy to grow the corn, harvest and transport it, and refine it into Ethanol as is gained by the resulting fuel itself. About 90% as much.

So, the upshot is that we are starving people, destroying the ecosystem and producing little or no energy gain all in the interest of reducing our dependence on Petroleum. This is the law of unintended consequence.

Now you might ask, how does this law apply to DDA’s immediate world and our drive to produce high quality and affordable state-of-the-art custom marketing and advertising for clients in the corporate, medical, financial, manufacturing and educational arenas?

On a grand scale, and with a birds-eye-view, I can safely say that everything an individual does in life, and at work, begins with an intention. At DDA, we try hard to avoid unintended consequences by always encouraging and maintaining the best of intentions. Wanting to produce the best website design, video production, photography, animation, print design, catalog, custom programming application, illustration or copy writing, at the lowest cost, in the most efficient and client-friendly manner may not totally eliminate the law of unintended consequences, but it sets a course that is more clear, more fair, and more likely to get both DDA and the client organization to the place we all want to be.

Parallel Programming algorithm is often implemented to speed-up an applications runtime. Amdahl’s law and Gustafson’s law state that if doubling the number of processing instructions in a given application, it should reduce the runtime to halves; hence the two are inversely proportional to each other. Of course considerable measure in the software engineering must be met when implementing parallel algorithms for an application. Knowledge in the understanding of data dependency must be obtained, understanding how the application shares resources to prevent software instability. Engineering software using parallel programming concept such as thread, which are subtasks, is a challenge for the programmer because of the many risk involved in achieved an optimal application within a defined specification. A programmer must consider a thread safe algorithm in the implementation cycle by considering all possible obstacles such as race conditions, mutual exclusion, synchronization, slow down and data consistencies.

Extensive knowledge of the computer specific domain of expertise must be ascertained such as bit-level parallelism, instruction-level parallelism, data parallelism. Such knowledge will serve well in implementing a successful application.

A relationship is a great thing to be in if it is a good one. A good relationship means being able to meet the other person’s or client’s needs in order to best serve the relationship. A relationship is only as strong as the people that comprise it. Business relationships typically lose strength as time and energy wears down. Here’s yet another example of the importance of time management. With all things considered, a strong business relationship is one where the seller actually cares about the buyers needs and/or concerns and truly sets out to satisfy those factors in order to have a solid, trust-based relationship.

I’m a strong believer in relationships and how they prosper, and I am especially interested in why business relationships fail. Learning from failures or studying situations that produce repetitive failures allows the smart businessperson to pattern what the causes of the failure were; and then apply them in future situations to avoid a lost relationship. Relationships between coworkers is also vitally important to the business.

Here at DDA, employees work extremely well with each other. There are no office politics, of which I am thankful. When people politicize within a business it can be disastrous to projects and simple tasks. DDA does not tolerate that sort of social behavior. At this advertising agency, client relationships as well as employee equality are among the top priorities; it truly is a pleasure to work here.