HCS 455 Policy Issue Worksheet Essay

Please complete all questions in this worksheet and answer the questions thoroughly, with the use of sources where indicated, and wherever else you feel is necessary. List an issue you believe will have a profound impact on the future of healthcare in the US. An issue that will have a profound impact on the future will be caring for the elderly, especially those who suffer any chronic condition, and those who need to stay in a nursing homes or received home care. Why do you believe this issue is so significant? (Include sources to back up your statements) There will be a shortage of professionals that are trained to care for elderly in the future. According to a data collected 10 years from now there will be about 10,000 people each day that will be celebrating their 65th birthday. This means that this is twice the amount that we have at the moment. Mion, PhD, RN (n.d.). What are some of the root causes of this issue? (include sources to back up your statements) There will be too few doctors, nurses and other health professionals receive any formal training in how to provide the best care for older patients. Mion, PhD, RN (n.d.). Meaning those doctors, nurses and other healthcare providers that are trained properly will also be around their age. Some insurance policies do not cover some of the expenses for nursing homes and this is a burden for their families. What are some possible solutions to this issue? (list at least two different possible solutions) A possible solution for this issue is for the government to provide better long time care for the elderly by allowing legislation to pass a law. If you were a policymaker, what policy would you implement to address this issue? Why would you implement these policies? How would you determine if these policies were successful? If I was a policymaker, a policy that I would implement is to provide better health coverage to the elderly. The reason that I would implement this is because by the time they retired they won’t have the money to cover for their expenses, and if the government reduces the cost that they will pay towards their health coverage then this means that patient which are the elders will have to pay a portion of that and some of them will not be able to afford it. The only way to determine if these policies were successful is by collecting data from all health care agencies, making sure that elders are receiving the health care they need. What services should be address or what should be change.

Article Reflection

In the article it goes over five steps to introduce vocabulary and to teach/ instruct it in a way that will actually resonate with the students. The 5 steps can be compared to the drill and kill method often used with vocabulary terms, which is useful sometimes, but the lasting knowledge is not as well remembered. The first step, key characteristics of vocabulary instruction, deal with multiple exposures, freeloading key vocabulary, and nonlinguistic representations, which we do in class through the use of brain pops, pictures rain during notes, and posters created in class about specific topics.Step two, is using those tier 3 words that are specific to our content with the mixture of tier 2 and tier 1 vocal. Step three, is a print rich environment where students have their work on the walls representing terms learned as well as posters or chances to write/read. Step four is building on vocabulary strategies or, to put in simple terms, routine of studying vocal. Step five is having d igital tools to support the previous steps. I have put these strategies o use in my class with a very good response from my students.Overall they seem to be able to manipulate the terms and then reuse them in the proper way, but also using the term outside of the context learned. I consider this very good because most of the time students will simply use the examples giving in class; which is more memorization than actual retention and comprehension. Below I show you how used each step in class: Step 1: Exposing students to vocabulary in multiple ways such as: flash cards ‘posters created/stories/videos/did gramsStep 2: In notes and explanations I use terms like infer, identity#y', resolve, and other terms that can be used in other areas, but we partner them with tier 3 words that are specific to science. I have heard the students use words in multiple classes that we have studied in my class as well as others. For example they use infer a lot in both social studies and scienc e. Step 3: Student have created their own print rich environment through creating posters, writing stories, giving explanation essays, and creating diagrams.Step 4: Students have learned what to expect when it comes to learning about new vocabulary in class. Typically it will be introduced in their notes along with a picture or demonstration so we may refer back to it. Then students will usually get some kind of worksheet that emphasizes the terms. Followed by hands on activity where they actually must apply those terms and manipulate. Final step is usually creating flashcards or simply answer vocabulary terms.

Hill Country Snack Foods Co Essay

Hill Country Snack Foods Company manufactures, markets, and distributes snack foods and frozen treats throughout the United States. Hill Country is overall well performed company. Sales, Net Income, ROE and ROA had increased at a steady rate. Company mainly focused on maximizing the shareholder value by the CEO and other management’s managerial philosophy. Currently, Hill Country uses a risk adverse strategy to choose their business or project. Hill Country’s industry is high competitive but it kept going well with cost efficiency and quick reaction to customer requirements. From these reasons, Hill Country has few risks. However, analyst and experts present that Hill Country’s excess liquidity with zero debt is going to lose benefit and fail to maximize the shareholder value. Risk may be hided in the steady company’s good performance. Pending retirement of CEO is one of risks. ii) Briefly discuss the current corporate culture Hill Country was a well-managed company with decisions which can make shareholder value. CEO and other management insiders also held a significant proportion of company’s common stock. It means that they have responsibility as employee and owner. Company also has strong commitment to efficiency and controlling costs. These are great power to survive in highly competitive markets. Another important of Hill Country’s culture and managerial philosophy was caution and risk aversion. From that reason they choose zero debt financing and fund internally hold large cash balances. From the discussion of our team members, some of members think that it is too risk aversion position. Only efficiency will be stuck in near future so they should invest somewhat risky project and raise the debt. The others think that it is unique and fresh and in snack and food industry, it may be good strategy and philosophy like Coca-Cola’s permanence. iii) How does the stock market evaluate Hill Country’s current situation compared to its peers in the same industry (base your discussion on the valuation in the stock market) As shown in Exhibit 2, we can easily check the financial status of Hill Country with two competitors. In comparison to Snyder’s, a company with a little larger sales, and Pepsi, a company with 47x more sales, Hill Country performs well given its size. Hill Country has 3.5 times more NI than Snyder’s. However market capitalization of Hill Country is 1,412 mil USD which is lower than Snyder’s 1,517 mil USD. Market doesn’t think that Hill Country has lower value which expresses future expectation. This could be a result due to its capital structure and risk aversion strategy. P/E ratio also shows the same judgment. In the part of book value of asset, Hill Country’s ROA is higher than Pepsi’s ROA. However Hill Country’s ROE is lower than Pepsi’s because of debt. This is another indication of market evaluation. iv) Discuss how much financial risk the company would face at each of the three alternative debt-to-capital ratios presented in case Exhibit 4(you may discuss based on the financial risk faced by firms with different credit ratings); As the debt-to-capital ratios increases, the possibility of bankruptcy and cost of financial distress increase. In the case of Hill Country Snack Foods, Co., the credit rating will be downgraded1 and interest rate will increase according to the increased level of debt. Interest coverage ratio which measures company’s ability to honor its debt payments also decrease dramatically as quality of debt increase. Impact on net income from changing in EBIT will increase and financing flexibility will get worsen with the increased level of debt. It also can lose chance to time the market if it has more debts as it has little buffer to issue new debt.

The evolution of the smartphone markets Essay Example | Topics and Well Written Essays - 1500 words

The evolution of the smartphone markets - Essay Example This paper aims to discuss the evolution of Smartphone markets with reference to the model of monopolistic competition as it deals with the differentiated products. On the other hand discussion will cover the theory of network externalities because different Smartphone companies are offering entirely different operating platforms. More specifically the paper will discuss questions pertaining to the current competition in the Smartphone market and its potential to evolve in future. How Smartphone manufacturing firms will be competing over the time, what would be their business strategies, which of the firms are expected to rule the Smartphone market and how firms will generate profits in the long run? Markets of differentiated products are primarily dominated by competition over simple features and functions. However, over the time the nature of competition transforms and hence the competitors have to advance the operating platforms so as to gain competitive edge (Barrows, 2009:110). In broader terms it can be said that the evolution of Smartphone markets underwent two phases, for instance, the competition started with variations in the physical features and then it led to the significant changes in operating systems. Thus it is important to analyze this subject with respect to the above mentioned questions. In order to do this secondary data sources are used including books, journals and websites. Initially the type of market for which Smartphones are manufactured is specified. This is followed by the critical analysis with the help of economic models. The Monopolistic Competition Model It basically defines the first stage of the evolution of Smartphone market. It refers to particular economic setting where companies manufacture similar products with slight variations (Barrows, 2009:110). For instance, Smartphones are differentiated on the basis of functions, features, color, design etc. however, their fundamental purpose is to connect people and smooth the com munication channels. Hence in this way the consumers are given an advantage of using the comparable products with some differences (Himmelsbach, 2013:3). One of the factors influencing monopolistic competition is elasticity which actually plays a major role in the overall evolution of Smartphone market. The demand cross price elasticity of two unrelated products is either zero or near to zero, for example, the increase in demand of water will have no impact over the demand of shoes. But when the nature of products is differentiated then the cross price elasticity has significantly positive results (Barrows, 2009:110). For example, the demand of Android phones impact the demand of iOS Smartphones. This can be further substantiated on the basis of the fact that differentiated products can be used as substituted and therefore the demand of one product directly influences the demand of its close substitute. The Theory of Network Externalitie

EXEGESIS PAPER Essay Example | Topics and Well Written Essays - 1500 words

EXEGESIS PAPER - Essay Example So the words used of the different translations have the same meaning: the speaker or sufferer feels he is abandoned or deserted because of the suffering and anguish. Words used in the first verse instantly provide a description of suffering: anguish, groaning, roaring, and the phrases â€Å"desperately for help†, â€Å"come to my rescue†, â€Å"far from saving me†, all reveal a desperate situation asking for instant help and rescue. Verses 22 and 23 speak of banquet or meeting, assembly, and the phrases â€Å"I will praise you,† â€Å"I will tell of your name to my brothers,† â€Å"glorify him,† â€Å"fear the Lord†, â€Å"praise him, all ye the seed of Jacob, glorify him, all ye the seed of Israel†. All these reveal that the sufferer – Jesus Christ – on the cross feels he is comforted and saved by the presence of the Father in him. After the â€Å"abandonment† feeling, there is comfort and joy. Psalm 22 is a collection of songs originally for the Temple of Jerusalem. The Levites had a role in compiling these songs which David composed. As time went by, the psalms were recited or sang as a form of prayer or lamentation. The psalms formed the prayer of ancient Israel, but today they are the foundation of Christian liturgical prayer, used by Christians and the laity alike.1 These are useful prayer when we would like to converse with God, or listen to him instead of talking. Reciting the psalms is a form of listening to him. God whispers to our souls through his songs. Verses 1-21 are prophecies of Jesus’ suffering in Calvary. But it was written a thousand years before it actually happened. This is a great revelation of God – the Scriptures as inspired by the Holy Spirit. Only God can tell an event a thousand years before it happens and with such an unmistakable accuracy.2 The psalm may have been written by David when Saul was

Multicultural Counseling Essay Example | Topics and Well Written Essays - 1500 words - 1

Multicultural Counseling - Essay Example Hence besides acquiring knowledge of the shared values, it also becomes necessary to acquiring knowledge of the different values in the class system among the African Americans. After all each individual is unique and needs to be looked at it from this perspective, in the counseling process. The common cultural values prevalent in African American communities are essentially those of the African American communities originating in West Africa. These cultural values on various points clash with those of the dominant white cultural values. For instance the American cultural values are oriented towards individualism, competition, material accumulation, nuclear families, religion, religion as distinct from the other parts of culture and domination of nature. This is in sharp contrast to the to the values dominant in the African American communities with importance given to the collective over the individual, kinship and affiliation, extended families, spirituality, connectedness, harmony with nature, and holistic thinking. Centuries of racist practice have made all African Americans view the whites as a dominating community and the variance in cultural values have caused the African American to have the view that the white cultural values are being thrust on them, and do not want anything to with them, as a sign of their freedom from white dominance. This feeling is bound to be more intense in the lower classes of society, as there is a tendency to lay the blame of their social position on the attempts of the whites to dominate them. Changing socio-economics among the African Americans have brought with it a growing middle class of society to the African Americans. This class of African American society, while retaining the common cultural values is more amenable to understanding and accepting the values of the dominant white community (Baytops, Day-Vines, & Patton, 2003). Cultural

Titus Andronicus Questions, 'Spectacle' Assignment

Titus Andronicus Questions, 'Spectacle' - Assignment Example 2) What is the spectacle in this scene? The spectacle therefore is the creation of Lavinia’s torture through cutting of both her hands and her tongue and aptly placing her in a podium amidst a desolate swamp. 3) The mockery of Chiron and Demetrius should be comic relief, but does it feel like that to you? Initially it did; however, as one realized the gravity of their actions and the words that were said to the poor Lavinia, then, their mockery did not feel funny at all. How has Taymor (director) dealt with this aspect and what has she chosen to highlight? The director used effectively selected words and the manner by which these were delivered by Chiron and Demetrius in the scene. She therefore chose to highlight giving torture to Lavinia, not only through physical means, but through verbal mockery of her situation. 4) We see Lavinia before Marcus. Why do we get this long monologue from him? What are the essential components of it? And what does his monolgue teach us about the spectacle of Lavinia? The monologue from Marcus effectively sought the reason for Lavinia’s silence and its components including using figurative language that invoked images such as envisioning Lavinia in that dismal condition and he would want to either sleep and wake up to maybe find out that the sight was just a nightmare of some sort. The monologue therefore effectively assisted in enhancing the spectacle of Lavinia’s torture by establishing her unworthiness of such pain – being evidently professed to be a gentle soul. 5) What overall effect does this scene have on the audience (this means you)? This particular scene was therefore effective in moving the audience into empathizing with Lavinia and apparently sharing similar emotions that her character was depicting. These were made possible through the visual scenery, special effects, delivery

Arab world Essay Example | Topics and Well Written Essays - 500 words

Arab world - Essay Example 3. Bruce Riedel is a white male American, who was born in 1953, when he wrote the book in 2013; he was 60 years old. He has worked as with the CIA and he was a counter-terrorism expert he has been a presidential advisor for the last 29 years served under four presidents. His history and background make it easy for him to consider the facts objectively he presents given he has had considerable experience in the corridors of power 4. The primary audience for the book is the public rather than policy makers although they can also benefit from it from a professional perspective. He wants to render to the public his view of retrospective relations between the three nations and shares his opinions on the causes of the crisis, and how it can be resolved. 5. There is notable silence in the fact that the US park equation has not been addressed although they were responsible for provoking Islamic fever by encouraging al-Qaida forced against the Najeeb regime (Riedel 19). 6. The source is both prescriptive and descriptive since it discusses the situation and describes how it came about and what factors contributed for instance to rivalry between India and Pakistan. On the other hand, it is prescriptive since it attempts to give proposals of the action that should be taken to curb the runaway insecurity and violence between the two nations by the US and their respective leadership. 7. The author talks about various political ideology most prominent of which are capitalism and communism, which motivated the US to promote General Zia-ul-Haq a radical general in Pakistan to counter Russia’s influence in India which resulted in much of the present radicalization in Pakistan today. 8. Although he does not explicitly say so, the writer alludes to the fact that the lower classes take the brunt of the conflict while the higher ups experience it at a diplomatic level. The results of insecurity and poverty are shown

Logos and Pathos Appeals in Taking What is not There Essay

Logos and Pathos Appeals in Taking What is not There - Essay Example He aims to convince the affected communities along these water sources to organize and mobilize against taking more than what actual water levels are and to fight water pollution. Midkiff seeks to persuade people to conserve water and to ensure that politicians manage the waters more efficiently through equitable treatment of all users, and he effectively uses pathos and logos appeals, where he describes, compares and contrasts current and recommended systems that can improve water management and conservation, and uses irony and sarcasm to provoke a sense of urgency in attaining his rhetoric. In order to effectively persuade people to understand the gravity of the water management problems in the country, Midkiff uses description to show how serious America’s water problems are, with specifications for the Colorado River and Rio Grande. These specifications appeal to the rationality of the people, so that they will understand that their demand for water is way beyond the produ ction capacity of their water systems. For the Colorado River, Midkiff illustrates that the 1920s flow of the Colorado River is not the same as present times: â€Å"Recent estimates indicate that only 10 percent of the flows in the 1920s now reach the gulf, and this trivial amount is heavily polluted with agricultural runoff- pesticides, herbicides, and fertilizer† (2). ... ime the Rio Grande arrives at the International Bridge, it looks far from the lush and clean river its used to be: â€Å"The barely flowing water is a putrid greenish yellow, filled with herbicides, pesticides, and fertilizers carried by the ‘return flows’ from irrigated cultural lands and with the polluted discharges of the maquiladoras (U.S. factories in Mexico)† (Midkiff 9). This description highlights how rivers die because of human-made pollution. Also, in both rivers, high water demand exerts too much pressure on these rivers. Midkiff says that when Rio Grande flows to Albuquerque, it almost dries completely, after it passes to numerous communities that use its water. The dryness of some parts of these rivers and the polluted waters indicate that the water systems of these communities are in danger. Midkiff effectively explains that if these waters are in danger, the people’s survival is in danger too. Midkiff uses comparing and contrasting approach o f different uses and solutions to the water problems to emphasize that only the people can organize to save their water resources, and this process combines appeals to logic and emotions. For Rio Grande, Midkiff compares and contrasts the difference between what the river can offer and what people demand for it. He stresses that the Lower Rio Grande Valley is â€Å"a shadow of its former self† (11). The Sabal Palms Refuge is already affected by falling water levels (Midkiff 11). The water levels are declining because of overappropriation and pollution, and by explaining how the river dries because of these factors appeals to logos. Aside from logos, Midkiff adds heart-wrenching images to tug people’s hearts. In the Sabal Palms Refuge, plants and animals are dying (Midkiff 11). The image of these living things

Introduction to health behaviours and to Health Psychology Essay - 1

Introduction to health behaviours and to Health Psychology - Essay Example Research indicates that these tobacco leaves, when combusted, release active substances which create a sensation in the human body which is why the activity is sometimes also referred to as recreational use of drugs. In most cases, when the cigarette is lighted, vapors are created which heat up the aerosol in such a way that the gases that are discharged to be inhaled by the smokers. An analysis of the health hazards related to smoking reveals striking evidence of extreme risks it poses. Research indicates that smoking alone is responsible for causing preventable death on a global level, where in the USA alone, around 500,000 deaths are attributed to smoking hazards (Eysenck 2000: 12-13). Furthermore, due to the highly invasive yet insidious risks related to smoking, public policy is now being focused in the area. More so, critical hazards are associated with the asendorphins or the dopamines are the chemicals which directly incite the nerve endings of the brains after which they ten d to trigger sensations mostly pertaining to pleasure. Aside from the critical health hazards, smoking also influences major behavioral patterns and human psyche, due to which psychologists also spend major tenure studying psychology of smoking. A significant development regarding psychological research in the area of smoking took place somewhere in the mid 20th century. During this era, psychologists like Hans Eysenck started working on profiling the personality of smokers during that era. Thus, the paper aims at exploring the issue from both psychological as well as medical perspective to seek a complete account of the issue. To understand the related health hazards and the following psychological hazards, it is crucial to study the process which goes into the activity comprising smoking. In most cases, the cigarette is contained inside a compound of aerosol inclusive particles along with other gases and activated

Bus 221 Essay Example | Topics and Well Written Essays - 250 words

Bus 221 - Essay Example This is made possible through lots of traffic to the site. ESPN uses Sell sponsored content areas in the site where many companies provide contents, articles, functionality, and online tools in exchange for recognition via a link to their website. ESPN site uses this way to in line with companies that manufacture sports products that are uses worldwide. Sell exit traffic technique is used in the site by utilizing the clicks by the customers to certain areas or buttons which in turn sends the client to a complimentary website related to the organizations like clubs. This helps in utilization of affiliate codes or arrange of Cost per Acquisition. It may use the Cost per Lead approach for rewarding customers that the destination site was able to convert. ESPN uses Join relevant affiliate programs using small adverts in terms of either competition approach or betting approach that leads to affiliate sites. The affiliate is paid a ‘finder fee’ for customers that they send to the website. By referring people to various sites with products and services that are of interest to the visitors, they generate revenue. This is best realized by the link to banks and financial related sites during the selling of tickets for the oncoming events via the site. Much of the related sequence of activities by the visitors applies. The use of Sell ‘Opt-in’ traffic in the sales funnel by ESPN site generates revenue by many companies paying for names and email addresses of people who have opted to receive special offers and information. This is made possible by the registration process required on the site for purposes of login in whenever the visitors need to get the widest scope of information provided on the site. The ‘finder fee’ is paid per every person that agrees to receive a free trial of publication related to the company. ESPN accepts advertisements, sales of media kits, interest-based adverts, and report bugs as major strategies or revenue collection.

Effective Teaching Essay Example for Free

Effective Teaching Essay One of the professions that could be interesting on one side yet challenging on the other side is the teaching profession. Many people see teaching as an enterprise where people who are knowledgeable in a field of study transmit what they know to others who know little about that field of study. Generally, this is a misconception as this limits teaching to the content and does not consider actual learning. In the real sense, teaching is all encompassing as it deals with what is being taught, how it is being taught and the entire process of knowledge acquisition. As a teacher or an instructor, one must apply the right methods in disseminating information. There are different instructional methods that work for different set of people. Personally, I would not say that one is better than the other because I believe that all these instructional methods work, depending on the targeted students/participants and how the instructor or teacher can effectively use them. To speak on the whole, teaching is about imparting knowledge or skill and no matter the instructional method you use, the most important thing is that knowledge is being passed across the right way. Therefore, as an instructor, one must understand the student’s need and identify/develop specific methods in order to create an atmosphere that is conducive for learning and that allows the impartation of knowledge and skill. In my years of teaching and instructing, I have come to discover some methods that have worked for me. I have come to identify these instructional methods as vital and thus applied it in my style of teaching. As a teacher, I have come to identify withy these principles as effective and vital to the teaching profession. Although there are many principles that I have incorporated in my style of teaching, I would discuss the ones that I consider the most vital in the following paragraphs. Personally, I am of the notion that effective teaching should take a student centered approach where focus shifts from the instructor to the student. In my classes, I create an atmosphere where the students feel at home and are more involved in the learning process. I have discovered that this helps in the building of their cognitive abilities. I make sure that I do not present myself as the boss in the class, rather I encourage them to participate and allow them make decisions on the pace we go and what is studied. Topics that are treated in class are chosen according to the student’s needs and perceptions. I have monitored the effect that this has on the overall learning process and I have discovered that the students develop better problem solving skills. Furthermore, as a follow-up to the above method, I ensure that students participate more in the learning process. I am able to achieve this by seeking for their opinion about a topic in the start of each class. Apart from this, sometimes I initiate a debate in the class and play the role of an umpire as I hear their opinions. I then pick out relevant points from what they have said and use it as a starting point in introducing the topic to the class. I stipulate it in the class syllabus that class participation will be graded at the end of the course and this will add up to the points. In addition to this, I sometimes break the students into small groups and organize a mini class competition. This has worked greatly as it gives me an insight into their idea about the topic and thus I can be able to correct their misconceptions based on what I have heard them say. This encourages collaborative and group learning and this creates a warm atmosphere in the class. Another thing I do in my class is that I build a sense of curiosity in the students. This gives them the desire to learn more and look forward to what would be taught in the next class. At the end of each class, I give rhetorical questions that are open ended in nature, such that it builds suspense in them and makes them want to know the answers to the questions I give. I also ask them thought provoking questions and sometimes make a captivating statement about what will be introduced in the next class As a teacher, I have recognized that fact that there are different types of students. Some are naturally want to learn and are always ready to explore new possibilities. However, as this is true of some students, some other students are passive learners. When I spot this, a method I use is supporting these types of students to leave their comfort zones and create new possibilities for themselves. I achieve this by guiding their thoughts and making them participate in class. Some students are rather timid because they are scared of contributing the wrong thing in class. This makes them stay in their comfort zones and they seldom participate in class. In such a case I strive to build the confidence of such students and aid them in their thinking process by providing clues for them to hit the right ideas. This method helps them to develop confidence in themselves and come out of their shells to participate in class. In my years of teaching, I have seen students who are timid transform to become major contributors in class. Finally, I have discovered that learning requires a settled mind. Therefore I make sure that I do not becloud the students only with academic work. I make sure that I teach these students how to be successful in life as well as in school. I make them know that I am concerned about them and their welfare but I do not involve myself directly in their affairs. I always give my students a listening ear and operate an open door policy where they can relate better with me. Summarily, teaching could be challenging but there is a joy that comes from the fact that I am imparting knowledge to them. The fulfillment of a teacher or an instructor is exemplified in the good performance of his/her students. Nothing makes me happier than seeing my students perform well and develop mastery in the topics which I have taught them. Reference: Edwards, R. (2001). â€Å"Meeting individual learner needs: power, subject, subjection†. In C. Paechter, M. Preedy, D. Scott, and J. Soler (Eds. ), Knowledge, Power and Learning. London: SAGE.

Start An Online Business Plr Marketing Essay

Start An Online Business Plr Marketing Essay Building a business from scratch is not an easy feat. Competitions in the business arena is stiff and hence without careful planning, you might end up with a huge debt to battle. The most important thing in a business is to have that added advantage against your competitors and nowadays, that added advantage can be an online business. Everyone is into the borderless cyber world nowadays and are taking advantage of the vast network that internet provides But there is a dwindling question as to whether anyone would look at your website? Thirdly, is to create your own website, you need skills such as web designs, programming, accounting, and also law to monitor the legal aspect of the business. You do not have to do it alone; you can hire people with such expertise or through a joint partnership with someone. Fourthly, gaining a customer database and to attract buyers to come to your website. A new online business irregardless, of how attractive the product is and how dazzling the designs are, might not get the same attention as a respectable online business that has been around for quite a while. Online business if successful can expand to the far reaches of the world. Unfortunately, if the business never gains its momentum it is left with only a website and few passerby visitations. Another option you can look at is through PLR. Known as Private Label Rights it helps in starting your own online business by being the reseller or your product. Through PLR you can promote your business to an extended base of customers without worrying that you have release the copyright of your product. Customers who are avid internet buyers are familiar with the PLR website. This can help you as customer database is important in ensuring the survival of a business. There are however one thing that you have to take note. You might not be able to maintain the name of your service or product as originally planned. PLR will change the name of the product to make it as if it is their own without intruding your right as legal owner of the business. The intention of PLR is to help new online business owner to get their footing in the online arena. Once they are acknowledge, online business owners can venture into other ideas with a string of customers in their portfolio. (internet business models)Business Models Available in the Internet You may be an expert in a particular product and would like to start off your very own internet business. Its a great idea, but what kind of business do you want exactly? You might want to consider certain options first of all, probably an online product auction could be started, or you could gather your buddies to sell various products at one site. Those are just a few internet business models to be chosen. Every internet business model depicts on certain skills and involves a certain set of errands. Each business models have a different basis of revenue. The type of website functionality required for each business models need to be understood. You need to know which components provide the capability to estimate your associated costs. Internet business models are perchance the least understood and most discussed web aspect. A business model is a means of doing business by which a company is able to sustain itself by generating revenue. Internet business models explain in simple terms on how a company earns profit by stipulating where the company is positioned in the value chain. Certain business models are pretty simple. A particular company generates a service or product and sells it to the customers. The sales revenue exceeds the cost of operation and the company gains a good profit if it things turn out to be good. While on the other hand, other business models can be more complicatedly woven, for an example, broadcasting. The television and radio programming have been broadcasted absolutely free for anyone with a receiver over the past century. A complex network of advertising agencies, content creators, distributors, and viewers are part of the broadcasters. There are three most common internet business models which are information delivery, service sales, and product sales. Information delivery provides an informational website, service sales offers services, whereas product sales are for selling goods. Each models work differently, along with responsibilities, profits, and costs associated with it. There are several internet models for making profits by information delivery. Portals and online publications are the most common internet business models. Products, as well as services, could be sold through the internet. The service sales business models examples are such as online malls that provide services from various vendors from the same site, online brochures which depicts your service and provide the particular contact information, and also service sites which bring an automated version system of offline services to the internet. An internet business based on product sales is on the subject of selling shippable physical product via online. Three major ways to sell products in the internet are by online mall, auction, and storefront. Online mall is a site that provides products from various types of vendors. Internet business models have been categorized and defined in various ways. It is an attempt to present a comprehensive and convincing classification of the business models visible in the internet. The proposed classification is not meant to be thorough or ultimate. The internet business models continue to progress. Innovative and worthy of note variations can be expected in the future. Start an Online Business and Experience the Advantages Starting an online business is similar to operating any other kind of business. Good business ethics should be practiced, for example, budding long-term business dealings, offering services and products at a fair price, and also practising truthful advertising to build customers confidence. All these are applicable to any kind of businesses, and this includes when you start an online business. Online revolution continues to spread. Millions and millions of people across the globe will be able to access Internet as the years pass by. The World Wide Web has become a business tool and altered the way businesses are conducted. Drop the thought that you may get rich quick via the Internet. A great achievement truly depends on ones perseverance, patience, and capability of taking advantage of opportunities in the fast-moving environment. It is definitely a lot of hard work for a good pay off. There are many advantages in the online business as a home-based worker. You may have a very minimal start-up capital and since you will be using the internet, you will be able to operate your business in the comfort of your own home. You will never have to worry about an office space. You will be able to connect with the whole world right from where your location is with the existence of the Internet. If you dont own a computer yet, you would only need to purchase a good computer, a telephone line, get an Internet connection, and some notebooks. Other equipments can be purchased later, depending on the financial status. If you are a home-based business venture, a low budget is assumed. However, this is never a problem in the Internet. You may use a credit card for getting Internet services if you own one. The Internet gives you access beyond boundaries to you all over the world. All you have to do is to grab the opportunity to use it wisely. You are connected to all sorts of foreign contacts, investors, and consumers in a click of the computer mouse. The online business gives you a great growth potential if you do your things right. Your potential clients and customers could be doubled or tripled in no time. Your market grows faster than you think, as your presence get noticeable 24 hours a day worldwide. You will also be able to work on your own hours. Is it undeniable that the working hours may be more that you would have imagined. However, you will be able to experience the flexibility of working from home. You can always be casual on your dress code at home, have meals and snacks in between every now and then, while watching over your home and family. Starting an online business can be done without leaving your home. Adding to these advantages, you will also get to advertise your promotions inexpensively in the Internet. You may make use of every free advertising websites and links that are readily available for almost anybody. You would only have to know how to write as the Internet is a content market. You will have the edge as long as you are excellent in written communication. It all depends on your ability to present your service and product in writing. (Online Businesses)Free-time Online Businesses Suggestions A part time business could be really easy to start-off, requires minimal money and time and without technical expertise. It is very easy to maintain an online business. One is more likely to be successful and content when they do something that they find fun and exciting. Here are a few top ways to earn some extra cash on the Internet: 1. eBay eBay is known as one of the biggest online marketplaces available which makes you get your own business going like a piece of cake. An account can be opened anytime and you could start earning cash within hours. Have a glance at some of the biggest eBay Power Sellers and become aware of how they focus on every specific goods such as dog grooming kits, mobile phones, iPods, laptops, and etc. This gives them an opportunity to influence their efforts. Cash flows in over and over again with a single listing which is created only once. This online business requires the handling of physical products unlike information marketing. 2. Information Marketing The Internet offers you an ideal medium to exchange information for money. As you think about your interests or your career, virtually anything you could think of can be turned into extra income. It could be The secrets to a healthy lifestyle or A recipe for making a chocolaty cheese cake or even How to play a guitar in 2 weeks. Do not worry for being a beginner in it; as long as you are informative more than average regarding the informational topic, the information is counted valuable enough. Besides, if you are less confident regarding a particular topic of your interest, you could always browse through the Internet via search engines to read various articles written by others to get some ideas and information. This is probably the easiest way to obtain information and earn some cash out of it. 3. Blogging Blogging is most suitable for those who enjoy communicating and sharing ideas regarding a particular discussion topic. Blogs could be journals of various topics and writing on a particular topic on your blog may have a higher chance for monetary success. There is an endless range of topics available such as star gazing, automobiles, photography, parenting, teenagers, celebrity gossips, gadgets, or even travel destinations. There are blogs written just about almost anything you could think of. Competition is never to be worried about. Those who read a blog are most likely to read various blogs available regarding the topic that they are looking for, as long as the blog contains some interesting contents. Money could be made passively with things like the Google AdSense once your blog starts getting traffic. 4. Yahoo! Store Yahoo! Store is almost similar to eBay as both are very large marketplace and store. You could consider having a retail outlet without the hassles of employees, rent, utilities, and other expenses of a normal physical store. The best part is that it can be done hands-off or hands-on as drop-shippers will do most of the work on behalf of you. You would not even have to pay the register until you manage to make a sale. Do some research on the Internet and check out products that people love to shop for. Set a niche for your business. This business needs a little more upfront work, but it could be maintained with less regular input from you once the upfront work is done. (selling information products)Tips on Selling Information Products via Blogging More people are blogging nowadays and many are seeking opportunity to branch out their income streams. Some are just discovering blogging, and they are familiar right away that blogging is an ideal platform for selling information products. If you already own a blog without a product, you are still on the right track for this online business. Here are five tips for creating and selling information products via blogs. The first tip is on blogging for product ideas. It is important to have a great deal of enthusiasm and knowledge regarding any topic that you may want to develop into an information product for online sale. Knowledge is the key to make a product valuable. On the other hand, if you lack knowledge, but have great enthusiasm to learn about a certain subject matter, it would be great as the enthusiasm will open up your mind to learn. Start blogging once you have got the general topic. Blogging allows you to interact with your readers that will definitely give you a valuable market insight. Survey your readers but asking them what they want. Blogging that are done on a regular basis with a set schedule will be an excellent motivator to get the writing done on time. It also takes you in new and improved commands, thanks to the feedback, so that an improved end result can be obtained. The relationships that you develop within your niche are one of the most important reasons to blog. Contents that attracts readers should be created, and try networking with various blog owners that have complimentary viewers. This networking tactic gets you links that leads to traffic, ultimate buyers and also subscribers. However, it is the relationship you establish that has higher value than that. Those important people could also be a source for crucial pre-launching feedbacks, joint venture partners, and affiliates. It is an undeniable fact that recruiting quality people to join venture is hard, but it would be much easier when you have built up credibility with your blog. A couple of the introductory chapters in the book could be given free of charge in a PDF format to entice the prospects of selling your books. You could exchange it for an opt-in email address. Chapters can be delivered via email, which eventually allows you to follow up your readers with promotions, special offers, and reminders. Excerpts usually work because the first introductory chapters should make a natural excellent selling tool for the remaining content of the book. This is because a well thought-out e-book will give an impression to the reader about what they are going to read before they get into the actual content of the whole book. A tutorial or mini-course that explains the content of the book can also be done. This tell and sell technique highlights the benefits of obtaining access to the book. Information products do not always have to be in a writer format. They could be video presentations, screen captures, tele-seminars, or even audio recordings. Consequently, a complimentary tutorial hunts at what the learning experience will be like after the purchase of the e-book. PLR articles Do you have a writers block? Never seem to be able to get your ideas on that piece of paper? Or you are over your head with deadlines? You have a huge pile of website request to write its contents but have not time to sit down and research? There is a simpler way to solve your problem which is through PLR. What is PLR? PLR is known as Private Label Rights, a place where you can buy an article or a whole stack of articles from a third party. Basically, the concept is that a third party or PLR website owners buys the articles from freelance writers and sells it on their website. Who buys the articles? The articles are bought by companies to use in their websites, documents, blogs, or even ideas in their e-books. The new owners can adjust the content of the articles to their satisfaction. A lot of time on research can be saved through the PLR articles. Some of the freelance writers have experience and are familiar in the industry. Their research and notes will give a detail information on the topic chosen. This is very useful if you are board down with numerous blogs and website waiting to be launch and you have no time to do the research yourself. There is a possible glitch with PLR articles as they tend to be used by many persons. Since the articles are for sale and it is sold in a general website, a lot of people are using the articles. This can be overcomed this by adjusting the article and hence personalising the content ,making it your own. You may find it tedious to rewrite someone elses work instead of writing your own article. But imagine the time you can save from doing research if you purchase a PLR article. All of the ideas and information are provided and all you need to do is rectify and enhance the article as you see best. What are PLR articles used for? As mention earlier , aside from writing websites content these articles are used in blogs to give information and make it attractive to the readers. But what some people do not know is that it can also be used for audio and video product. The PLR articles can be used as scripts to convey messages or information. You can read out loud the article and make some changes to avoid plagiarism. It can also be used as a marketing campaign. It would be pretty dull to have the same leaflet as your competitor, make it your own, brush up on the articles and put some zen into it. You would have heard of E-books. You can use PLR articles to compile similar subjects , and by adding a few tweaks and it would be good enough to sell it to the online market. Many times in the articles we have mention a few words repetitively, words such as information, research and time are the key strategy in a PLR article selling. We can assure you that you would not waste your money nor time if you purchase the PLR articles as it may help you to get the promotion that you have been yearning to achieve all along. Selling products online. Interested in generating income? You have a product which you know will sell in the market but you have no idea how to sell it. More and more people are looking at the cyber world to sell their product. Granted, that this method has more advantage then the normal way of marketing. One thing is that it can reach a vast numbers of people. The downfall is that when you sell your product online it has to be easy to search for, user friendly for those people who are web illiterate or just have know time to search numerous websites for a product. You have to come up with a user friendly search engine. Simple the websites find the customer for you. Another thing you have to look at, is that people spend a lot of time and money in creating a very colorful webpage , unfortunately there are not many people that comes in to view your product. You might end up with just a pretty webpage and no business. One alternative that you can look at is to try out PLR website. Its main purpose is to help new online business such as yourself. PLR or also known as Private Label Rights is gaining popularity especially in the internet. PLR will help to sell your product through their own website with which has a constant string of customers that submit their request to buy products. One catch is that PLR can modify the name of your product to make it more appealing to the customers. PLR will also help on the marketing campaign and information content. PLR systems can help you on customers database branching throughout the world. You do not have to worry on creating a search engine, PLR has negotiate with a lot website domains to advertise their product, making it easier for customers to find you. PLR also can teach you on how to start an online business guiding you through to success. Internet Business Start Up. Not a Myth Anymore, by  PLR  (Private Label Rights)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Everyone is telling their own stories. Flooded with too much information in how to start an Internet business? Let  PLR, Internet Business Start Up  guides you through this ocean of information.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  First of all, what to sell? Well, you can choose to sell something you are familiar with, interested in or something in demand. You are likely to come up with something of higher quality than the rest by selling your interest as you place your heart and soul into it. However, it might not be in demand. Selling something which is already in high demand is alike grabbing a piece of hot selling cake, knowing you will earn some money for sure. However, in the long run, your credibility might be jeopardized as you have neither sufficient product nor background knowledge. So, please choose one. This is not a perfect world. Thus, there is no perfect choice with only pros and no cons.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Made up your mind already? Now, lets jam start your Internet business. Firstly, you need a domain. Select your domain name carefully as this is how your prospects are going to find you. In fact, there are people selling unique domain names out there, making their own business already. A tip, the shorter your domain name is, the better it is.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Next, start designing your website. Do not tell me content is more important than the mere design of your website and that you should not judge a book by its cover. How on earth are you going to sell your products when people get turn off at the very first sight of your page and just click the x button on the top right of your window? Packaging matters! Welcome to the harsh reality of the business world.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Third, host your website. The top 3 considerations in choosing your web hosting company are, guarantees, REAL live support and upgrade path. Make sure the company provides money back guarantee if you cancel your business with them earlier than expected. As for REAL life support, make sure the support is REAL! Many companies claim they can support you 24/7 but many are empty promises. Next, make sure your host is capable of providing you an upgrade path when your business eventually grows. No just additional space but marketing tools, Spam, Virus filtering etc.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Last but not least, set up your email. I am not talking about your personal email. You need a different email for your business and each hosting company has different protocols for email set ups. Please remember to include a signature line at the bottom of your mail.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Now that everything is in place, start promoting! There are many ways to drive traffic to your website. If you have the budget, try out Google AdWords. Google is the hottest search engine in the market at the moment. Thus, it would be a worthy investment.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Cannot remember all these? Worry not. You can always refer to  PLR, Internet Business Start Up  guide.  Ã‚   Starting a Home Business     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The starting a home business is the one depends on one hand that not depends on one in the advertisement or the one of your friend or relatives promoting.  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  By following the below six steps in starting a Home Business that will help you succeed in business.   Assess your talents Assessing ones talents that they are good is like a personality qualities for starting a home based business. Like in other business ones, in home based business also ones talent is base for the success of the business.   Examine your skills Skills are the things that one can do. The major difference between the ones skills and talents is that talents are the one born with it and skills are develop it over the time.   Generate the business ideas by putting ones talents and skills together The steps that highlighted here it can suit for any kind of business since we are focusing mainly in starting the home based business. The questions here is With my existing skills and talents, what type of home business could I do?   When one doing this exercise they may have more than one skills and the list of possible home based business is much longer.   Give your business ideas the home-based business test. In reality all businesses are not going to work well as home-based business. So go back to the list of business idea and cross that wont work as home based businesses.  Ã‚   Most of the people who wanted to start the home based businesses will stop here and come up with an idea for a home based business that they like and that they feel good.   If one who does like that will run an extremely risk   of investing months of ones time, energy and money in a business that may leads to fail.  Ã‚   Coming up with the business plan and finding out the profit angle are two important processes in starting a home based business. These are two things many people dont bother when starting a home based business.   Figuring out the Profit Angle This is the important test for anyone wanted to start the home based business. If the profit making potential of each your ideas is not satisfactory cross that idea off from the list. Most of the people run the home based business as a supplement to their main income.   Prepare a business plan to assess the viability of your new home based business The primary reason to do a business plan is to find out that ones business idea has a chance of becoming a successful business. Most of the people think that doing the business plan is just to help to get the business loan. Actually the research and planning on the business ideas which ensures that the home based business that ones start will succeed.   By following the above outlined six steps one will end up with an idea for a home based-business that truly has the potential to succeed.   No More Strives to Make Ends Meet! A Guide on  How to Make Money on the Internet  by  PLR (Private Label Rights)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Long, long time ago, making money on the Internet requires quite a lot, such as your own products, a domain or your own website. However, ever since dot-coms bloomed like no one cares, making money is much easier than you can ever imagine now. You need neither your own website nor your own goods. You do not even have to hard sell anything. So, what do you need? Just think smart. Any idea has the opportunity to turn into a golden idea nowadays. Below is a guide to  how to make money on the Internet  by  PLR.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  According to many resources, information products are the best sellers on the Internet. In fact, about 92 percent of people get online to look for information. We are in the information age after all. Not a specialist? Not an expert? Not a consultant? Worry not! Relax and think about your hobbies, your interests or maybe anything you know such as how to babysit, how to stay awake at night, a-n-y-t-h-i-n-g and give it a shot. Write and post it on the net. Who knows, your mail box might be flooded the next day with tons of requests for your articles, paying you big fat cash! Alright, if you really know nothing, do not be sad, you are neither sentenced to death nor it is the end of the world. Just take some time to talk to people who know-how. Tap into their brains and come up with a report yourself.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Information selling is not your cup of tea? Fine, there are tons of other ways to make money online. 1 of them is by taking online surveys. All you have to do is sit back and answer, answer, answer and you get paid! It is as simple as that. However, please be cautious on survey websites. Take only those which are established or you might get scammed. Examples of websites that are legitimate include GlobalTestMarket.com and AIP Online Surveys.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Bored with surveys? Play games to earn! It sounds too good to be true? Well, believe it. According to eHow, you are paid to play at  moola.com. It is believed that this website generates its income through ads posted there. Paying you to play their games is simply enticing you and many more to their website. The heavier the traffic, the more income they generate.     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Want to know more on  how to make money on the Internet  by  PLR? Here is another tip. Today, most of us are bloggers ourselves. Besides sharing thoughts, pictures, you can actually advertise other peoples products on your blog. However, it is advised that you choose products which you are either familiar with or interested in as this will help you out a lot. Include links to the products, create sales pages for them and you are ready to roll them out. This is called affiliate marketing.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Besides these, you can also make money by reviewing others  websites, reading complains and addressing them to the appropriate companies etc. In short, as the saying goes, where there is a will, there is a way. Check out PLRs website to know more about making online money. Sell Information Products  by  PLR  (Private Label Rights)! Start Earning like Nobodys Business!   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  First of all, what are information products? Well, these products include reports, books etc. With the blooming of the World Wide Web, information products are no longer limited to these hard copies products. Anything that is knowledge-based and can be sent / delivered electronically is considered as an information product, example, e-books, newsletters etc. Thus, information products are also known as digital goods.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Now, why are digital goods selling way faster and better than normal hard copies products? Simple, the costs to start off and reproduction are near zero! You only need your brains. Even if you do not have the talent to write, you can still  sell information products  provided by  PLR. You only need to sign up as their member and you will have access to a large pool of information products which you can sign off as your own and start selling. Besides these, you can even throw your worries about inventory keeping and shipping out of the window. Why on earth do you need a warehouse or whatever for your products when they are digital copies which you can just save in your computer? As for shipping, please enlighten me how to ship a piece of digital good. You only need to press the send button on your screen! It should be clear now that you can actually kick off your 1 man show, information products business anytime, anywhere.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Here is a guideline if you want to create your own information products. First of all, demand, demand, demand! Please do not just write anything according to your very own interest or your personal experience. Unless you are Justin Timberlake, Megan Fox or the President of America, I do not think anyone will be interested in your personal experience. Yes, this sounds harsh but reality IS harsh. Consumers demands rule! Get to know what people need and start writing on them.  You should not have to convince buyers that they need it. They should know that they need it.   Pandecta Magazine.If you are too lazy to do your market research, well, again, you can  sell information products  by  PLR. They have done your homework for you.   Ã‚  Ã‚  Secondly, please never let this go easily   quality! You should set your standards high. If possible, higher than your customers demands. Strive to not only meet up but exceed their expectations. This has always been the rule of the thumb to win customers be it online, offline, under the line, whatever line.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Besides quality, presentation aka packaging counts. Sad to say, if your logo and cover image look like a high school project, no one is going to

Study Of Falls In The Elderly

Study Of Falls In The Elderly Aging is a normal phenomenon in all over the world so that the necessity of old age care is very important. WHO states that world countries have accepted the chronological age of 65 years as a definition of elderly. Nowadays, world is developing too fast I all the sectors especially in medical science and technology. It makes great differences in the life span and the quality of life of the people. The fastest population increase has been in the number of those aged 85 and over, the oldest old. In 1984, there were around 660,000 people in the UK aged 85 and over. Since then the numbers have more than doubled reaching 1.4 million in 2009. By 2034 the number of people aged 85 and over is projected to be 2.5 times larger than in 2009, reaching 3.5 million and accounting for 5 per cent of the total population. (Office of national statics 2010). Falls is one of the most common problems in old age. Elder people falls frequently and it can cause serious injuries such as fracture, dislocation and head injuries (Dr.Roberts A 1995). Falls represent the most frequent and serious type of accident in the over 65s. While improvements have been made in the care of hip fractures, the report reveals 37 per cent of people still arent receiving a falls assessment (AgeUK 2010). The work experiences in care home helped me to know about common problems of old age. I understand, falls is one of the common problems in old age. However, this study will helps me to explore about what are the causes of falls in the old age and how we can reduce and prevent the frequency of falls. Office of national statistics. http://www.statistics.gov.uk/cci/nugget.asp?id=949 WHO http://www.who.int/healthinfo/survey/ageingdefnolder/en/index.html AgeUK http://www.ageuk.org.uk/latest-press/archive/age-uk-responds-to-national-hip-fracture-database-national-report-2010/ SEARCH STRATEGY To find information about my independent study topic, I came across with much verity of articles and literature such as books, journals, eBooks, internet, databases etc. A plenty of databases I were searched, for example, EBSCO, PUBMEB,BMJ,CINHAL,BNI and Google web search and Google books also. University website helped me to locate and use the relevant databases more effortlessly. These databases helped me to search and study about my topic falls in the old age care. When I start searching about my topic, I found a huge amount of literature in my screen. To sort out the relevant information from the many articles I used the inclusion and exclusion methods and some keywords, that is the literature is not more than ten is years old and research nature, then I used some key words related to my topic such as falls in the old age, causes of falls, risk factors of falls and prevention of falls. When I start search in EBSCO, The search exposed few results with relevance to falls among the aged, some results on fractures, three on domestic injuries and deaths and review article on approach to falls and one on urgent situation management of falls. As a part of my study I visited many websites also they are AGE.UK, World Health Organisation (WHO) and office of national statistics. DEFINITION OF FALLS IN THE OLD AGE An event, which results in a person come to rest inadvertently on the ground or other lower level. Globally, an estimated 391 000 people died due to falls in 2002.World Health Organisation. World Health Organisation. http://www.who.int/violence_injury_prevention/other_injury/falls/en/index.html CLASSIFICATIONS OF FALL Rein Tideiksaar cited the work of Luckinen, et.al (1994). Falls is classified into mainly four groups. Extrinsic or environmental factors: It includes. Slips, trips or externally included displacements. Intrinsic factors Mobility or balance disorder or loss of consciousness Non-bipedal It includes person falls from the bed, chair or device. Non- identified or non classifiable. It includes fall cannot be identified or described by either a person or collateral damage. Reference Falling in old age : prevention and management (1997) By Rein Tideiksaar http://books.google.co.uk/books?id=426l9wOdfyACpg=PA140dq=classification+of+falls.lach+et+alhl=enei=-o3BTLWdDs2Usway-uDpCAsa=Xoi=book_resultct=resultresnum=3ved=0CDoQ6AEwAg#v=onepageqf=false R.B. Shukla, D. Brooks(1996) a guide to care of the Elderly. CAUSES OF FALLS IN THE OLD AGE Falls and unsteadiness of gait are major problems faced by the elderly. Accidental injuries and fatalities due to fall indicate substantial morbidity and mortality in the elderly. (B. Everett Gray,1990).Among all negative outcomes derived from elderly health conditions, falling is considered one of the main causes of functional impairment.( Arlete Maria Valente Coimbra and et al, 2009). Physical causes: Arthritis Parkinsons disease Foot problems Strokes Cardiac failure Mental causes : Depression Dementia Alzheimers disease Drugs and Medication: Sedatives Diuretics Hypotensive age Environmental factors: Hazards in the home (rugs, mats, loose carpets, poor lightings) weather conditions Age- related changes: Balance/gait General frailty Poor vision Poor mobility Non Accidental: Elderly abuse Criminal injury BOOK referred R.B. Shukla, D. Brooks(1996) A guide to care of the Elderly. R.B. Shukla(1999) Care of the elderly. Falls in the elderly of the Family Health Program (2009) Arlete Maria Valente Coimbra, Natalia Aquaroni Ricci, Ibsen Bellini Coimbro, LÄÂ ±lian Tereza Lavras Costallat, http://www.sciencedirect.com.ezproxy.uwe.ac.uk/science?_ob=MImg_imagekey=B6T4H-4YCGKNF-1-1_cdi=4975_user=122883_pii=S0167494310000245_origin=search_coverDate=12%2F31%2F2010_sk=999489996view=cwchp=dGLbVlb-zSkWAmd5=bb481983dd92110f0721752512e8a78fie=/sdarticle.pdf Slips, stumbles and falls: pedestrian footwear and surfaces By B. Everett Gray, ASTM Committee F13 on Safety and Traction for Footwear. http://books.google.co.uk/books?id=1LMK0x-eZiICpg=PA7dq=falls+in+the+elderlyhl=enei=YxbITMerK4qOjAeH_ehysa=Xoi=book_resultct=resultresnum=6ved=0CEQQ6AEwBQ#v=onepageq=falls%20in%20the%20elderlyf=false RISK FACTORS OF FALLS IN THE ELDERLY In 2007, 81% of fall deaths were among people 65 and older. Men are more likely to die from a fall. After adjusting for age, the fall fatality rate in 2007 was 46% higher for men than for women. (CDC). Risk factors for fall are categorized according to their origin as follows, age related changes, common pathologic changes and functional impairment, medication effects and environmental factors. (Miller.C, 2008). According to the 2007, WHO report on falls prevention in the old age, classified into four risk factors can cause fall, Behavioural risk factors Environmental risk factors Biological risk factors Socioeconomic risk factors Behavioural risk factors: Behavioural risk factors include human actions, emotions or daily choices. The main Behavioural risk factors are: Multiple medications Use Excess alcohol intake Lack of Exercise Inappropriate Footwear Environmental risk factors Environmental factors encapsulate the interplay of individuals physical conditions and the surrounding environment, including home hazards and hazardous features in public environment. It includes: Poor building design Slippery floors and stairs Looser rugs Insufficient lighting Cracked or uneven sidewalks Biological risk factors Biological factors embrace characteristics of individuals that are pertaining to the human body. For instance, age, gender and race are non-modifiable biological factors. The risk factors are: Age Genter Race Chronic illness Reduced physical, cognitive and affective funct Socioeconomic risk factors Socioeconomic risk factors are those related to influence social conditions and economic status of individuals as well as the capacity of the community to challenge them. It includes, Low income Inadequate housing Lack of social interactions Limited access to health and social service Lack of community resources Reference WHO, Global report on prevention of falls in the old age, (2007) http://www.who.int/ageing/publications/Falls_prevention7March.pdf http://books.google.co.uk/books?id=ms9o2dvfaQkCprintsec=frontcoverdq=WHo+Global+report+on+falls+Prevention+in+older+Agehl=enei=_rLKTPiRFMuNjAeZ5c3LDwsa=Xoi=book_resultct=resultresnum=1ved=0CCwQ6AEwAA#v=onepageqf=false CDC, Falls among Older Adults: An Overview http://www.cdc.gov/HomeandRecreationalSafety/Falls/adultfalls.html Nursing for wellness in older adults. Carol A. Miller(2008) p 465 http://books.google.co.uk/books?id=yUx01gmNLboCpg=PA465dq=risk+factors+of+fallshl=enei=M7zOTPr_C9jPjAfmjdXXBwsa=Xoi=book_resultct=resultresnum=2ved=0CDMQ6AEwAQ#v=onepageq=risk%20factors%20of%20fallsf=false COMPLICATIONS OF FALLS Complications results from falls are the leading cause of death from the injuries in men and women aged over sixty five years and older, with men older eighty five years and older having the highest death rate, more than 180 death in per 100000 population.(john.c.beck, 2004). Falls related mortality is a critical problem in the old population. While the majority of falls among old persons do not result death, falls experienced by this age group are a leading cause of mortality.(Tidekasaar,1997). Fractures of hip and lower extremities are more common and lead to prolonged disability because of impaired mobility. (Robert. K, 2004). The common complications of falls are: Painful soft tissue injuries Fractures : Hip Fractures : Femur Fractures : Humerus Fractures : Wrist Fractures : Ribs Fractures Subdural hematoma Hospitalization Complications of immobilisation Risk of iatrogenic diseases Infections and Inflammations Disabilities Impaired mobility because of physical injury Impaired mobility from fear, loss of self confidence and restriction Of ambulation. Risk of institutionalisation Death Essentials for clinical geriatrics, (Robert Kane, 2004) http://books.google.co.uk/books?id=zYgxA_XAM7QCprintsec=frontcoverdq=essentials+for+clinical+geriatrics,robert.l.+kanehl=enei=sgjITInvC4vQjAfkyuRosa=Xoi=book_resultct=resultresnum=1ved=0CDUQ6AEwAA#v=onepageq=complications%20of%20fallsf=false G R S, (Geriatric Review Syllabus), john.c.beck. http://books.google.co.uk/books?id=zjPf6bJt9RYCpg=PA149dq=complications+of+falling+in+the+elderlyhl=enei=kqDKTOXWIMWOjAeZvZDnDwsa=Xoi=book_resultct=resultresnum=9ved=0CF4Q6AEwCA#v=onepageq=complications%20of%20falling%20in%20the%20elderlyf=false PREVENTION OF FALLS IN THE ELDERLY Prevention of falls is crucial to the health of all older persons, including those without a history of falling, even older persons with no history of falls expresses fearful anticipation of falling. Such persons usually have an underlying gait dysfunction or imbalance problem that may lead to self imposed restriction of activities and mobility and may result in them being house bound or chair bound. Falls cannot be prevented unless the risk factors are identified (National guideline for prevention falls in older persons, 2000) Stephan.R (2007) cited the work of The Kellogg International working group (1987) on the prevention of falls in the elderly as defined as unintentionally coming to the ground or some lower level and other than as a consequences of sustain a violent blow, loss of consciousness, sudden onset of paralysis as in the stroke or an epileptic seizure. Considerable evidence now exists that most falls among older persons are associated with identifiable and modifiable risk factors and that targeted prevention efforts are shown to be cost-effective. Most falls and resulting injuries among older persons are shown to result from a combination of age and disease-related conditions and the individuals interaction with their social and physical environment (WHO,2008). Ebrahim S and A Kalache (1996) describes the causes and prevention of falls: Causes Prevention Uses of drugs Psychological factors Extrinsic factors Alcohol use Assistive devices Cognitive/behavioural/ Social programme Clinical assessment of risk .(Rai G 2006) Warn older person against self medication Rational prescribing of medication Assist disoriented person to take medication Use CNS drugs very carefully and cautiously. Counselling of older people with stress related disorders Provide divertional therapy Environmental factors must be accessed and corrected Ensure obstacles free environment Ensure adequate light and contrast Ensure No loose mat or slipping surface Provide night light Hand rails Advice on safe drinking pattern Review combination of alcohol with other drugs Provide appropriate walking aids Minimise restraint devices Balance and gait training Restore confidence Provide social contact Teach avoidance of risk taking behaviour to person or care giver. History and circumstances of falls Any loss of consciousness Any loss of movement or involuntary movement Any incontinence All prescribed and the over the counter medications Any recent acute and/or ongoing chronic medical problems Any previous problems with gait and balance Chest pain Palpitation Hearing problems Eye sight problems Memory loss Depression Habits relating to alcohol or recreational drugs.(Rai G 2006) The Global report of prevention of falls in the elderly (WHO, 2007) states that multi factorial approach is helpful to prevent falls in the community and elderly. The approaches are Balance and gait training with appropriate use of assistive devices; Environmental risk assessment and modification; Medication review and modification Managing visual problems Providing education and training Addressing foot and shoe problems Addressing orthostatic hypotension and other cardiovascular problems Multi factorial approaches are shown to be the most effect prevention strategy in residential settings. Components of successful multi factorial interventions include: staff training and guidance, changes in medication, resident education, environmental assessment and modification, supply and repair of aids, exercise, and use of hip protectors (WHO, 2007). Hip protectors (a plastic shield sewn into special underwear so that it lies over the greater trochanter) are known to absorb energy when a patient falls, thus reducing the incidence of hip fractures. They are especially beneficial in patients who live in nursing homes and residencial homes, who are very frail and hence have thin bones and prone to recurrent falls and fractures.( Shukla.R, 1999). References Falls in the older people: risk and strategies for prevention (2007). Stephen R. Lord, Catherine Sherrington, Hylton B. Menz http://books.google.co.uk/books?id=1enrvVe81YgCpg=PA21dq=prevention+of+falls+in+the+old+agehl=enei=XNXKTL7hH5SSjAeWqIjIDwsa=Xoi=book_resultct=resultresnum=4ved=0CEEQ6AEwAw#v=onepageq=prevention%20of%20falls%20in%20the%20old%20agef=false WHO, Global report on prevention of falls in the old age, (2007) http://www.who.int/ageing/publications/Falls_prevention7March.pdf http://books.google.co.uk/books?id=ms9o2dvfaQkCprintsec=frontcoverdq=WHo+Global+report+on+falls+Prevention+in+older+Agehl=enei=_rLKTPiRFMuNjAeZ5c3LDwsa=Xoi=book_resultct=resultresnum=1ved=0CCwQ6AEwAA#v=onepageqf=false Ebrahim S and A Kalache (1996), Epidemiology in old age. P.364, BMJ group. Gurucharan Rai, Joe reosethal, Jacqueline morris Steave iliffe (2006) shared care of older people. R.B. Shukla(1999) Care of the elderly. National guideline for prevention falls in older persons, 2000 MANAGEMENT OF FALLS Multi factorial factors had an influence in the falls in the elderly and causes falls so a multi factorial approach management is helpful to prevent falls in the elderly. Multi disciplinary management includes Medical assessment, nursing, physiotherapy, education, occupational therapy, social worker, the dietician, Chiropodist, orthodist and specialist Nurses. (Shukla. R 1996) Rai. G, 2006 states that management of any patients with falls with clearly guided by the findings from history, examination and investigation, such that any identified risk factors or causes of falling can be specifically addressed. Much of the management focuses on prevention of further falls. This will always include careful review of the risk and benefits of any medication which the patient is currently taking. Physiotherapy and occupational therapy can be helpful in identifying and reducing environmental risk for falling. Strength and balance exercise can help individuals learn to get up after a fall. Multi disciplinary management have an important role in the prevention of falls, improving health, risk assessment, health education. References Gurucharan Rai, Joe reosethal, Jacqueline morris Steave iliffe (2006) shared care of older people. R.B. Shukla, D. Brooks(1996) A guide to care of the Elderly. Summery The most important goal of this study was to expand more information about two sets of possible risk factors for falls, causes, prevention and management of falls. The main aetiology of falls is recognized as intrinsic and extrinsic factors. Most of the falls in the older people can be prevented or reduced in frequency if clinicians first begin to view the falls as symptomatic or an underlying problem and , second perform comprehensive assessment to uncover a magnitude of medical, psychological and environmental factors that may cause falls. (R Tideiksaar, 1988). References Falls in the elderly. R Tideiksaar http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1629317/?page=16 Conclusion Fall and fall related injuries are major public health challenges that call for global attention. This problem will increase in magnitude as the numbers of older adults increase in many nations throughout the world( WHO) Every old age person was classified as having an intrinsic or extrinsic fall using the information obtained at the fall assessment. Extrinsic falls were related to environmental hazards (slip, trip or externally induced displacement), whereas intrinsic falls were related to mobility or balance disorder, muscle weakness, orthopaedic problems, loss of consciousness, neurally mediated cardiovascular disorder or sensory impairment. IN my point of view, Prevention is better than cure it an old proverb. It is perfectly applicable in the case of falls in the elderly. As a part of this I understand early detection of risk factors and cause of falls is the most relevant method to prevent injuries, haemorrhage, disabilities, etc in old age. Provide comfortable house and ensure the nursing homes or residential homes are hazards less It can prevent extrinsic factors of fall and environmental hazards. References WHO, Globel report of prevention of falls in the elderly. http://www.who.int/ageing/projects/1.Epidemiology%20of%20falls%20in%20older%20age.pdf RECOMMANDATIONS Center for disease control and prevention (CDC) states that older adults can take several steps to protect their independence and reduce their chances of falling. They can: Exercise regularly. Its important that the exercises focus on increasing leg strength and improving balance. Tai Chi programs are especially good. Ask their doctor or pharmacist to review their medicines-both prescription and over-the counter-to reduce side effects and interactions that may cause dizziness or drowsiness. Have their eyes checked by an eye doctor at least once a year and update their eyeglasses to maximize their vision. Make their homes safer by reducing tripping hazards, adding grab bars and railings, and improving the lighting in their homes. Additional ways to lower hip fracture risk include: Getting adequate calcium and vitamin D in your diet. Undertaking a program of weight bearing exercise. Getting screened and treated for osteoporosis. Center for disease control and prevention (CDC), Falls among Older Adults: An Overview. http://www.cdc.gov/homeandrecreationalsafety/falls/adultfalls.html REFLECTION Reflective practice is a process of review an experience of practice in order to describe analyses and evaluate and so inform learn from practice (Sarah B, P 161). WHO has done a study on falls in the elderly and reflected it and states that by building on the three pillars of falls prevention, the model proposes specific strategies for: Building awareness of the importance of falls prevention and treatment; Improving the assessment of individual, environmental, and societal factors that increase the likelihood of falls. For facilitating the design and implementation of culturally-appropriate, evidence-based interventions that will significantly reduce the number of falls among older persons. As a part of my independent study I came across with the topic of falls in the elderly. It gives a huge knowledge about elderly care and how to prevent falls in the elderly.

Party Monster :: essays research papers

We're two peas in a pod," says '80s club kid Michael Alig (Macaulay Culkin) to his friend James St. James (Seth Green), as they sit in their squalid-but-fabulous Manhattan apartment. "Pity the pod," says James. No, pity the audience. Filmmakers Fenton Bailey and Randy Barbato (who made the sweet, sympathetic documentary "Eyes of Tammy Faye") originally made a documentary version of "Party Monster," which tells the true story of Alig's downfall, from top-of-the-world party boy to killer now serving jail time. It probably makes far more compelling viewing than this feature version, which answers none of the questions Alig's story raises. Instead, it poses one of its own: How could anyone bear to spend any time in the same room with this guy? Culkin, returning to movies after a long absence, plays Alig in a painfully arch and affected manner, pursing his curly lips and perpetually posing. Alig was a small-town boy who arrived in New York to reinvent himself, drawing an ever-increasing circle of happy misfits around him, but we never see the magnetism that attracted these people — just an actor toying with stereotypes. Likewise, Green (who delivers every line as if he's in the throes of a bad cold) can't find any truth in this twisted buddy movie; to be fair, he's not helped by lines like "Michael was growing on me, like a fungus." And Fenton and Barbato give the movie a wiggly, pseudo-documentary framing device, in which Green, in a deck chair, addresses the camera. Nothing wrong with blending genres ("American Splendor" did it splendidly), but it feels too self-conscious here, we don't yet know who Green is, nor are given a reason to care. "Party Monster" has some wonderfully colorful sequences, aptly re-creating the glitter and fashion excesses of its era.

Against an Alcohol Age Limit Essay -- Argumentative Persuasive Drinkin

Drinking Age: Lowered or Not   Ã‚  Ã‚  Ã‚  Ã‚  The drinking age in the United States is 21. How ridiculous is that? You are able to do so many things at the age of 18. When a person reaches the age of 18, he or she can leave their homes or be kicked out, and become their own legal guardian. They no longer are required to have their parents sign their name to any documents pertaining to them, and are now considered an adult except when it comes to alcohol. When a person 18 or older commits a crime, they will be tried as an adult. Now the 18 year old no longer goes to Juvenile Hall when convicted of a crime, but instead they go to jail, state prison, federal prison, or even death row. At 18, they are held fully responsible for their own actions, and must accept the consequences. Don’t you think we s...

The Day That Wal-Mart Dropped the Smiley Face

Case I The Day That Wal-Mart Dropped the Smiley Face Retail giant wal-mart annually spends close to a half billion dollars on advertising, so the company’s decision in the first month of 2005 to run full-page ads in more than 100 newspapers was not really surprising. What was surprising was the copy in those ads, which said nothing about low-priced toasters or new music CDs. Instead, the ads featured a photo of workers in their blue Wal-Mart smocks and a letter from Wal-Mart CEO Lee Scott. Scott’s letter was blunt and to the point: â€Å"When special interest groups and critics spread misinformation about Wal-Mart, the public deserves to hear the truth. Everyone is entitled to their own opinions about our company, but they are not entitled to make up their facts. † Not the sort of message many would expect from a company whose television ads often feature a yellow â€Å"smiley-face† flying around a Wal-Mart store lowering prices. But it is a clear sign that Wal-Mart believes it can no longer afford to ignore several societal trends that threaten the company’s success and profitability. Wal-Mart is the largest and most successful retailer in the world. It employs more people than any other private company in the United States (almost 1. 2 million) and has world-wide sales of over a quarter trillion dollars, more than four times that of its nearest competitor. The foundation of this impressive record is the company’s ability to keep it promise of customer-friendly service and low prices. But with success comes attention and not all of it good. Several lawsuits claim Wal-Mart shorts overtime pay and one lawsuit claimed female employees face discrimination in pay and promotions. Wal-Mart’s expansion plans have also run into trouble, as some cities and states, citing concerns ranging from low wages, inadequate benefits, environmental damage, and harm to local economies, have passed laws to make it difficult or impossible for Wal-Mart to build its giant superstores. In response to past criticisms of its diversity policies, Wal-Mart created company-wide postings of promotional opportunities, created a new position for a director of diversity, and slashed the bonuses of managers who fail to achieve diversity hiring targets. Scott himself stands to lose $600,000 from his annual bonus if Wal-Mart does not meet diversity goals. Recent years have also seen the CEO spend more time meeting with investors, community groups and the media. But in recent years Wal-Mart has begun to use advertising as a way of addressing criticisms that the company is not a good employer. At first, much of this advertising was â€Å"soft-sell† emphasizing happy Wal-Mart employees. The new campaign is clearly more direct: The copy seeks to address misperceptions about employee wages and benefits, noting that full-time company employees are paid an average of $ 9. 8 – substantially higher than what is required by federal law (%5. 15). The copy also notes that a majority of Wal-Mart employees said benefits were important to them when they chose to take a job at the retailer. Complementing the ads is a PR campaign in select cities using employees and press conferences. In Tampa, Florida, for example, employee Michael Mar tin told reporters, â€Å"I’m making more after working four years at Wal-Mart than I did after nine years at Winn-Dixie. † Martin, a department manager, noted, â€Å"I left Winn-Dixie because I couldn’t get a promotion. Here I got one after six months. † Why is the company using a new approach? â€Å"For too long, others have had free rein to say things about our company that just are not true,† said lee Scott, president and chief executive office. â€Å" Our associates [Wal-Mart speak for employees] are tired of it and we’ve decided to draw our own line in the sand. † It is too soon to know if the campaign will succeed, although some are already skeptical. According to retail marketing consultant Jordan Zimmerman, aggressive mage campaigns like Wal-Mart’s are rare and costly. And ads that directly address the company’s critics will not likely replace the company’s regular advertising (including the smiley face), which is not scheduled to change any time soon. But the new ads do constitute a small change in the nature of the dialogue Wal-Mart has with consumers and society. Only tie will tell if they help Wal-Mart to stay on top. Questions: 1. What is Wal-Mart doing with its latest campaign? What are the difficulties involved in such an effort? 2. A recent Advertising Age article noted that Wal-mart customers are less likely to read newspapers and more likely to watch television than the population as a whole. Why, then did Wal-mart choose newspapers for its new campaign? 3. Analyze this Wal-Mart campaign and explain its purpose referring to the discussion in this chapter of the roles and functions of advertising. What is its primary purpose? Do you think it will be effective at accomplishing that purpose? Case II Toyota Goes after Tuners Young people with limited incomes often look for a great deal on a new car. One way to save money is to forgo options and upgrades, like a sunroof or a CD player. But when Toyota introduced its funky â€Å"Scion† brand, it considered offering a version without something most people assume comes standard: paint. Although they ultimately decided against the idea, at one point Toyota’s plan was to sell the brand with just gray primer. Toyota wasn’t really targeting people so cheap they wouldn’t spend money on paint. Just the opposite – the car company was going after a group with money to burn, called tuners. Tuners are young car buyers who live to customize hteir cars. The trend really began among young Asian Americans, who typically bough t inexpensive Asian import cars and then spent thousands of dollars customizing them. The hobby has spread to other young people, so that today Asian Americans are a minority of tuners. But Japanese brands remain the cars of choice among those dedicated to creating a work of art on wheels. Explaining the idea of a â€Å"no paint† option, Jim Farley, Scion general manager, says, â€Å"As much as possible, we want to give them [tuners] a black canvas. † What does a tuner do with his car? He (or she; women make up almost 20 percent of the tuner subculture) might take a basic Honda, add a large and loud exhaust system, paint the intake manifolds, and add ride-lowering springs. Other popular add-ons are technologies that increase vehicle speed, like turbochargers, superchargers, and nitrous kits. And there are some serious bucks involved. The Specialty Equipment Market Association estimates that auto after-market spending (spending on car accessories after the original car purchase) increased from $295 million in 1997 to 2. 3 $billion in 2002. The motivation? â€Å" You build a car for yourself,† says one day install on Acura RSX Type-S engine into his Honda Civic. â€Å" The satisfaction is in making it your own and knowing that nobody will ever have something that’s the same. † The amount of money tuners spend is reason enough to attract the attention of marketers. GM hoped to interest tuners in its Saturn Ion, Chevrolet Cavalier, and Pontiac Sunfire when it when it launched a â€Å" Tuner Tour† of 10 National Hot Rod Association races. GM allowed young car enthusiasts to play games and enter contests for prizes, as it in turn collected names and e-mail addresses. GM’s focus on relationship marketing makes sense because tuners don’t watch a lot of TV. Both Mitsubishi and Ford believe the best way to reach them is with product placements in movies (Mitsubishi bought air time in the popular for (â€Å"2 Fast 2 Furious†). But even companies selling products unrelated to cars are interested in the tuner lifestyle. Pepsi has hired tuners to customize some of its promotional vehicles. Which brings us full circle back to Scion, Toyota’s goal is to make the new car an immediate hit with tuners. So rather than spend a great deal of money on network television, Toyota decided to sponsor a 22-minute movie On the D. L. The movie is a comical docudrama that tells the story of a pair of musicians trying to obtain their first drivers licenses. The stars are musicians trying to obtain their first drivers licenses. The stars are musicians from youth-oriented bands: Ahmir â€Å"Questlove† Thompson, from the Roots, and DJ King Britt, who played for the Digable Planets. The film premiered at the Tribeca film festival, after which segments were shared on peer-to-peer networks such as Kaazaa. Toyota hopes that enthusiasts will download the segments and share them with friends. Questions: 1. Why are tuners so attractive to marketers, even after accounting for their spending power? 2. Evaluate Toyota’s strategy of targeting tuners with the Scion campaign. What are the difficulties for a large company in marketing effectively to a youth-oriented subculture? What techniques do you think companies like Toyota are using to try to understand their market? 3. Explain how â€Å"tuner† campaigns, such as those by GM and Toyota, work. Analyze these campaigns using the Facets Model to identify the effects they are designed to achieve. How would you determine if these campaigns are effective? Case III Starbucks Makes TV Less Intrusive Starbucks coffee is now sold in grocery stores but how many people realize it? To get that message out, the well known coffee house chain needed to reach its customers nationwide with that message. Television commercials would be the obvious way to reach those people, but Starbucks’ management knew that their customers are not big fans of television commercials and resent the interruption of their favorite program. That’s why starbucks has been such an infrequent advertiser on TV. Its on-air promotional activities have been limited primarily to radio and its only previous use of TV had been support announcements on public TV. That was the problem facing Starcom’s MediaVest group. The agency used a creative solution: It recommended a partnership with the Bravo cable network. Bravo would run four Independent Film Channel (IFC) movies on Friday nights for a month and Starbucks would buy all the commercial time surrounding the movie airings. The MediaVest team knew that Bravo’s â€Å"IFC Friday† night films would be a good way to reach the stakeholder audience because research had described that customer base as people who are up on the latest trends, like to attend live performances of the arts, are apt to see a movie during the weekend it opens, and generally are interested in cutting edge things. Mediavest calls this customer â€Å"the attuned explorer. † Even though Starbucks bought all the commercial time, the MediaVest team recommended letting the movies run uninterrupted. Starbucks’ advertising message was delivered in supporting Bravo promotions of the movies during each week leading up to the Friday night telecast. About 40 seconds of each 60-second preview spot showed scenes from the movie and 20 seconds promoted Starbucks s the movie sponsor. Other promotional activities were also used in support of the campaign. One month before the movies aired, a $1 off coupon for a bag of Starbucks Coffee was sent to 3 million targeted consumers around the country, along with a viewer guide introducing the Starbucks-sponsored independent movie festival. Starbucks billboards also appeared during the movie month coinciding with the independent film industry’s annual telecast, which aired on both Bravo and IC. The innovative Bravo partnership wound up not only increasing sales of Starbucks Coffee by 15 percent for the month the campaign ran, but also increased viewership on Bravo by 33 percent. These results led the campaign to be named a Media Plan of the year by Adweek magazine. Questions: 1. What was the problem Starbucks wanted to overcome in order to effectively advertise that its coffee brand was available in supermarkets? 2. How did the partnership work? Is there anything you could recommend that would extend the reach of this campaign? Case IV Wpp’s Owner-a British Knight with Every (Marketing) Weapon at His Disposal To the uniformed, nothing about Martin Sorrell or his company, the WPP group, may be quite what it seems. Although he was awarded a knighthood, Sir Martin is anything but a reserved aristocrat. And while WPP is one of the four largest agency holding companies in the world, the initials actually stand for Wire & Plastic products, the British company Sorrell used to gobble up some of the world’s most famous advertising agencies. The roster of agencies now under the WPP’s wing includes industry leaders Ogivly and Mother, Burson-Marsteller, Hill & knowlton, young & Rubicam, and J. Walter Thompson, to name just a few. Large conglomerates like WPP made frequent headlines in the 1990s, a period of great consolidation in the advertising industry. Faced with harsh economic and business realities, individual advertising agencies chose to give up independent existence in order to become parts of large communication companies that offered clients all the tools for an integrated campaign, including advertising, direct marketing, public relations, and sales promotion. In the new millennium, dealing with one (or several) of the four large holding companies, WPP Group (England), Interpublic(U. S), Publicis Groups (France), and Omnicom (U. S), is the way the world’s biggest advertisers do business. While each of the conglomerates is led by a charismatic and dynamic individual, none appears to have an edge on Sorrell, who was described in a recent Fortune article as â€Å"†¦confident, witty, and a tod arrogant, talking rapidly about the future of advertising and the challenges of keeping fractious clients and ad agencies happy. † Fortune also noted that â€Å"In an industry populated by shameless schmoozers, the 59-year-old Sorrell is in a league of his own. † These characteristics have served Sorrell well, In 2004 he squared off against rival Publicis Groups and its CEO, Maurice Levy, in pursuit of one of the last great independent agencies, Grey Advertising, New York. During the battle Advertising Age opined that Publicis had a big advantage because Levy and Grey chair Edward Meyer were friends and had spoken about merging in the past. In addition, both Grey and Publicis created ads for consumer giant procter & Gamble, while WPP agency Ogilvy & Mather counted P&G’s competitor Unilever among its most important clients. It is customary for agencies not to work for competing accounts. ) A Unilever spokesperson, asked for his thoughts about the possibility of working with an agency that created ads for his most important rival, suggested that â€Å"In the past, we’ve not seen it to be such a good idea. â€Å"But nobody familiar with Martin Sorrell was surprised when at the end of the day he convinced Grey to sign with WPP and persuaded Procter & Gamble to stay as well. Unlike many of his peers, Sorrell has never written a word of copy, nor has he ever penciled a print design or directed a broadcast commercial. Sorrell’s talents are organizational and strategic; although he is an expert in the world of finance, Sir Martin cautions, â€Å"I may be a bean counter, but I’m not an accountant. † To drive home the point he posed for WPP’s annual report surrounded by lima and pinto beans. So how does Martin Sorrell continue to win in the high-stakes agency world? His vision, developed years before most of his rivals caught on, that twenty-first-century clients would want a complete menu of marketing communication services, all of which work synergistically, is one important reason for his success. Tenacity, energy, focus, and a willingness to do whatever is needed to win are also traits that come to mind. All these are illustrated in the story of Sorrell’s drive to land Korean giant Samsung when the company put its advertising up for review in the spring of 2004. Samsung spends almost $400 million each year supporting its brands, which is reason enough for agencies to salivate for the account. Sorrell believes that the company holds even greater appeal because of his forecast that advertising growth in the twenty-first century will come disproportionately from Asia. So Sorrell did whatever he could to attract Samsung’s attention. Like any savvy agency head, he assigned his best people to generate creative ideas to pitch to Samsung executives. But unlike most agency heads, he didn’t stop there. After discovering that a Samsung-financed museum was having a grand opening in Seoul, Sorrell jumped on a plane and ended up being the only agency person there. Samsung executives found themselves receiving emails from Sorrell at all time of the day and night. Peter Stringham, marketing director of HSBC, a company that Sorrell landed after several years of trying, commented, â€Å"Martin can be quite persistent. He was there from the first meeting to the last. He’d pitched to us a couple of times before and not gotten the account, but he’d had his eye on it for years. † Needless to say, in the fall of 2004, Samsung announced it was awarding its account to WPP. In the new millennium, British knights may not wear armor, carry a crest, or rescue damsels in distress. But Sir Martin Sorrell knows how to triumph in the competitive world of advertising agencies. Questions 1. Why do large clients like Samsung wish to work with giant holding companies like WPP instead of with smaller agencies? 2. What qualities help Sorrell to be successful? Why are these qualities so important for his company’s success? 3. Explain how Martin Sorrell wins clients and builds positive agency-client relationships. How does he see the agency’s role in marketing? Case V Boycott This! A recent ad for a Nike hiking shoe used copy that was probably intended to be humorous. The copy suggested that Nike’s shoe could help the use avoid turning into â€Å"†¦a drooling, misshapen non-extreme-trail-running husk of my former self, forced to roam the earth in a motorized wheelchair with my name embossed on one of those cute little license plates you get at carnivals†¦. Marcie Roth, an advocacy director for the National Council on Independent Living, didn’t find it funny. â€Å"Nike is trying to be sensationalist, and they’re doing it on the backs of the disabled,† thundered Roth, adding, â€Å"We won’t tolerate it. † Nike apologized and immediately pulled the ad. But Roth announced that her group was interested in more than just an apology, because the disabled, in Roth’s words, had been â€Å"dissed. † Nike was asked to include disabled actors in its ads and hire a greater number of disabled workers. Otherwise, suggested Roth, Nike could expect a boycott. Boycotts are certainly one way for consumers to let advertisers know when they’ve gone too far. While some advertisers, notably Benetton, delight in creating controversy, that vast majority try to avoid the unwanted attention and possible loss of sales that a boycott might bring. Armed with this knowledge, consumers and interest groups regularly threaten boycotts and there are several Web sites that track the dozens of product boycotts that re occurring at any given time. Recently the Web site â€Å"Ethical Consumer† listed boycott of Adidas (for allegedly using kangaroo skin in the manufacture of some boots), Air France (for allegedly transporting primates), Bayer (for allegedly supporting policies favoring the use of genetically modified crops), and even entire nations (Israel, China, Morocco, and Turkey). Although Ethical Consumer’s rationales for supporting boycotts appear motivated by left-leaning or pr ogressive concerns, conservative groups use them too. The American Family Association, based in Tupelo, Mississippi, has sent tens of thousands of e-mails threatening boycotts to advertisers Geico, Best Buy, Foot Looker, and Finish Line. The AFA is not upset with the ads placed by these companies, but rather with the program in which the ads appear: South Park. The AFA claims its e-mail campaigns caused Lowe’s, Tyson, ConAgra, and Kellogg’s to stop placing ads in ABC’s surprise hit Desperate Housewives. Some companies resist boycott pressures. Proctor & Gamble ignored AFA pressure to stop its support for gay-friendly legislation in Cincinnati. Subway Vice President Chris Carroll said his company ignored threatened boycotts caused by the company’s decision to run ads in a documentary that was unflattering to Democratic presidential nominee John Kerry. And then there’s Pepsi. In 2003 the brand signed hip-hop artist Ludacris to appear in a â€Å"fun-oriented† campaign, but outspoken cable show host Bill O’Reilly immediately ripped Pepsi and urged â€Å"†¦all responsible Americans to fight back and punish Pepsi for using a man who degrades women, who encourages substance abuse, and does all the things that hurt†¦the poor in our society. I’m calling for all Americans to say, ‘Hey, Pepsi, I’m not drinking your stuff. You want to hang around with Ludacris, you do that, I’m not hanging around with you. † A Pepsi representative appearing on O’Reilly’s show denied that the artist’s provocative lyrics (one album featured a song called â€Å"Move Bitch†) were relevant to the Pepsi campaign. But the following day Pepsi canceled the campaign. For viewers of a certain age, the entire affair was reminiscent of the controversy that erupted several years earlier when Pepsi canceled ads featuring Madonna after she appeared in a controversial music video. But Pepsi’s decision did not mark the end of the controversy. After the announcement, Ludacris and the Hip-Hop Summit Action Network, an organization run by his producer, Russell Simmons, threatened their own boycott. Following several days of negotiations, the second boycott was called off. Ludacris would not be a spokesperson for Pepsi, but the soft-drink giant agreed to a deal to make a multi-million-dollar donation over several years to the rapper’s foundation. Questions: 1. What do you think about consumer boycotts? Are they unhealthy attempts to infringe on the speech rights of others? Or are they a healthy sign that consumers can take action against the ethical lapses of advertisers? 2. How should a company respond to the threat of a boycott? Consider the different responses of Nike, Subway, Lowe’s, Proctor & Gamble, and Pepsi. How well do you think each of these companies reacted to boycott pressure? Did any of the companies hurt their brand because of the way they reacted to boycotts? 3. How would you review advertising ideas that you suspect are controversial and might generate a backlash? Is it ever justified to â€Å"push the envelope† in the areas of good taste and social responsibility? How would you decide if such approaches are effective? Case VI How Advertising Works If It Walks Like the Aflac Duck You’ve probably never heard of the American Family life Assurance Co. , nor likely to be familiar with its primary service: supplemental workplace medical insurance, a type of insurance that is used by people to help cover the many loopholes and deductibles in their primary insurance coverage. Then again, if you are like 90 percent of U. S. onsumers, maybe you have heard of the company. In its advertising it calls itself â€Å"AFLAC. † The four-year AFLAC campaign is the work of Linda Kaplan Thaler, owner of the New York agency that bears her name. Thaler’s ads are not known for their subtlety. Among her credits are the Toy’s R Us jingle â€Å"I don’t want to grow up,† and the successful campaign for Clairol Herbal Esse nces, featuring on â€Å"orgasmic† hair-washing experience. The Herbal Essences ads strike some as funny, others as quite possibly offensive, but sales of the product have skyrocketed to almost $700 million a year. In many ways Thaler’s ads hearken back to the 1960s, when it was common to feature â€Å"sex, schmaltz, chirpy jingles and ‘talking’ babies and animals,† as the New York Time’s advertising columnist Stewart Elliott puts it. Industry insiders have been known to snipe at Thaler’s work, and few would describe her campaigns as â€Å"edgy. † But as Maurice Levy, CEO of the giant advertising company Publicis, observes, â€Å"There are people who do advertising for what I call the advertising for the consumer. She is doing advertising mush more for the consumer. Thaler herself notes, â€Å"We’re doing our job when we find ways to get people to buy things. † Thaler’s AFLAC ads, by almost any measure, are her best. Almost all feature a white duck desperately screaming â€Å"AFLAC† at people who need supplemental insurance. Unfortunately, the duck’s audience never quite seems to hear him. Most of the ads contai n a fair amount of slapstick, usually at the expense of the duck, whose exasperated-sounding voice originates with former Saturday Night Live cast member Gilbert Gottfried. He’s got the right answer but nobody is listening, and that’s a situation that resonates with people,† says Kathleen Spencer, director of AFLAC’s corporate communications. â€Å"There’s also just something inherently comical about a duck. † The campaign has been enormously successful. Since the ads first began running, brand name awareness has increased from 15 percent to 90 percent. Over the same period year-to-year sales increases have almost doubled. Dan Amos, CEO for AFLAC, believes that â€Å"our name recognition with our advertising campaign to truly help our company. In 2003 Ad Age named the commercial featuring the duck and the Amazing Kreskin (who hypnotizes a man into thinking he is a chicken) the most-recalled spot in America. But what makes the AFLAC campaign truly remarkable is how little it has cost the company. The duck has a higher Q score (a measure of a character’s familiarity and appeal) than both Ronald McDonald and the Energizer Bunny, but whereas Energizer has spent almost a billion dollars over 15 years on advertising, and McDonald’s spends almost $700 million every year, AFLAC’s ad budget is only $45 million a year. There is no denying that Thaler’s work for AFLAC is a triumph of both effectiveness and value. Questions: 1. Some viewers don’t like the AFLAC ads. Can an ad still accomplish its intended purposes if people find it annoying? 2. The AFLAC campaign is more than four years old. In your opinion, will the campaign stay effective for the foreseeable future? 3. What makes AFLAC ads so effective? Is it something more than their entertainment value? If so, what else contributes to their success?