Julus Caesar - Analysis Of Caesar Essays - , Term Papers

Julus Caesar - Analysis of Caesar Essay on Caesar In Shakespeare's play of "Caesar" Brutus is a conspirator who portrays a person who favors a republic for Rome. Brutus is an honorable man. Many characters in the play show there reverence for Brutus. Brutus exemplifies his honor in many ways. Brutus is obsequious when he is needed to abet his fellow romans. Brutus is an honorable man. "Am I entreated to Speak and Strike? O Rome I make thee promise, If the redress will follow, then receivest thy full petition at the hand of Brutus" (Shakespeare 397). Brutus will obey to whatever the romans convey to him. Consequently, Brutus joins the conspiracy inorder to help the romans rid rome of Caesar. Brutus also understands that he is putting it all on the line for his romans, therefore Brutus is an honorable man. Brutus is a scrupulous man, whose virtues endure. "No not an oath, If not by the face of men, the sufferance of our souls, the time's abuse-If these motives be weak, break off betimes, and every men hence to his idle bed; So let high sighted tyranny rage on, till each man drop by lottery" (Shakespeare 399). Brutus said that if the conspirators do not join for a common cause, then there is no need for an oath because the conspirators are self-righteous, and they are serving the romans. If the conspirators don't bind together, then each man will go his own way, become a weakling, and die when it suits the tyrants caprice. Brutus is advocates peace, freedom and liberty, for all romans, which shows that Brutus is an altruistic as well as an honorable man. Brutus also had a compassion for Caesar when he had killed Caesar. "If then that a friend demand why Brutus rose against Caesar, this is my answer: Not that I loved Caesar less, but that I loved Rome more" (Shakespeare 421). Brutus had honored Caesar but Brutus felt that Caesar was to ambitious. Brutus also felt that Caesar made the romans as slaves. Therefore, Brutus is an honorable man. Brutus is a noble man who was revered by many. Brutus had j oined the conspiracy because he had the desire to help the commoners. He was a follower of idealism, where the romans would possess peace, liberty and freedom. Brutus wanted the kill Caesar, because he believed that all of the people of Rome would eventually be slaves, thus Brutus resorted to the assassination if Caesar. Brutus is a honorable man. Marcus Brutus was a good friend to Julius Caesar, but not good enough. He had moral values dealing with Rome and its people. Brutus' values then made him join a conspiracy against Caesar put together by Cassius. Brutus joined this mainly because he didn't want Caesar to turn his back on Rome so there would be a reasonable reason for killing Caesar. If Brutus wasn't in the play, there would be no "Tragedy" in The Tragedy of Julius Caesar.

Projectile range and projectile motion Essay Example

Projectile range and projectile motion Paper As we all know ski jumping is a worldwide sport in which athletes skate down a slope ramp, gaining speed that throws them in the air that makes them land some distance away. The distance travelled at the time when the jumper leaves the ramp, until he reaches the ground is known as the jump range. This interesting and challenging sport involves a lot of physics behind it. Kinetic energy, gravitational potential energy, motion, speed, height, time, distance and the athletes ability to reduce air resistance to their body are all factors that determine the athletes performance. This experiment represents a ski jumping slope through which we will investigate and demonstrate how physics can be used by ski jumpers to increase their range in the jump. Aim: My aim of this experiment is to explore the relationship between the launch height and the range of the jump. I will use the my knowledge of physics knowing that gravitational potential energy can be converted into kinetic energy and using the equations ? Egrav = mg? h for gravitational potential energy and Ek = 1/2 mv2 for the kinetic energy to work out the relationship between height, velocity and the range of the projectile. We will write a custom essay sample on Projectile range and projectile motion specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Projectile range and projectile motion specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Projectile range and projectile motion specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Hypothesis I predict that the higher ramp, the higher the velocity therefore an increase in range. Null Hypothesis There will be no relationship found between the height of the ramp, velocity and the range of the projectile. Rationale The displacement, velocity and acceleration of the projectile are all vectors. The forces of the projectile motion can be treated separately, so they can be resolved into horizontal and vertical components. They are independent of each other; that is, neither motion affects the other. We can label these components x and y. The horizontal component can be represented as Vx and the vertical component as Vy. Vx = V cos ? Vy = V sin ? The projectile/ball baring will be dropped from the top of the ramp giving the projectile gravitational potential energy. We can work out the gravitational potential energy by using ? Egrav = mg? h as we know the mass of the projectile, gravitational effect and the height at which the projectile is launched. As the projectile travels down the ramp it will be affected by air resistance and friction, however in this experiment we will ignore these factors. The point at which the projectile starts moving down the ramp, the gravitational potential energy converts into kinetic energy allowing it to accelerate off the ramp and into the air. We can use the equation Ek = 1/2 mv2 to work out the kinetic energy. Ignoring air resistance and friction, we know that the gravitational potential energy at the top of the ramp will equal the kinetic energy when it leaves at the bottom. This experiment involves me looking at the relationship between the height and the range of the projectile. In theory by changing the height I am changing the velocity of the projectile and so therefore the range will be affected. By re-arranging the equation Ek = 1/2 mv2 we can work out the velocity of the ball baring, 2Ek/m = v2 then do V v2 = v. This can also be simplified to give V (2mgh) /m = v. The m cancels which will leave us with V = V (2gh). We can then use the equation V = Distance/Time which will give the theoretical horizontal value. We can re-arrange this equation to give us the distance, Distance = Velocity x Time. This is the horizontal component. Changing the vertical height of the drop from the ramp would vary the range. This is because according to the law of energy, it cannot be made or destroyed but transferred. To apply this law into this practical, we can say all of the gravitational potential energy is converted into kinetic energy assuming no energy is wasted. As a result, gravitational portential energy is equal to kinetic energy.

How a hit almost failed its own audition Essays

How a hit almost failed its own audition Essays How a hit almost failed its own audition Essay How a hit almost failed its own audition Essay Bill Carter, in an article that is to be published in the book Desperate Networks, tackles the fact that television networks need to find hit shows to be able to survive. Because of this, they can be very thorough in examining potential programs and may sometimes almost forego program proposals because they do not sound potentially popular with viewers. This was what happened with Fox Network’s American Idol. In the article â€Å"How a hit almost failed its own audition†, Carter tells of how the now-famous reality show American Idol encountered difficulty in breaking through in America. Despite the fact that its creators Simon Cowell and Simon Fuller are well-versed in the music scene and are even pretty popular in Britain, their idea bombed out in America. Cowell and Fuller, when proposing Pop Idol in Britain, had little to no obstacles because of their credentials in the country. And Cowell’s proposal in Britain seemed to have sparked a lot of interest: this music format is to be as much a talent search as a soap opera. Basing on the success of former talent search-soap opera amalgamated shows like Pop Stars, British network ITV was immediately sold to the idea. Yet crossing over to America proved to be problematic. As was outlined in the article, it could have been easy to peddle well-known British reality shows to America because of the tremendous success of British-produced Who Wants to Be a Millionaire and Survivor and because reality programming is â€Å"light, entertaining and not very expensive to produce†. But Pop Idol (soon to be American Idol) had one big barrier to overcome: the fact that music reality shows have previously failed in America. Having endlessly met the unenthusiastic response of American network executives regarding the American version of the hit British reality show Pop Idol, Cowell almost seemed ready to give up. He was, as Carter said, already answering network executives with â€Å"a dash of acid†. But Fuller was not going to throw in the towel. Going to Fox, he pitched Pop Idol â€Å"with fervent passion†, saying that the show will â€Å"essentially be all audition†. This seemed to have gotten the attention of Mike Darnell, Fox’s reality division head; after all, the only part of band-making shows that he liked was the auditions. But even this positive response was not to signal American Idol’s birth. The show’s creators are still to be haunted by Fox’s demands for the program to come attached with sponsorship. Perhaps American Idol would have taken more time before its successful take-off if Creative Artists Agency (C.A.A., which represented Fuller and helped him get Pop Idol in America) did not pull some strings. In a meeting with Elisabeth Murdoch, daughter of News Corporation (which owns Fox) founder and chief executive Rupert Murdoch, C.A.A. executives mentioned how Pop Idol is being stalled in Los Angeles. Having witnessed the program’s success in Britain and genuinely loving it, Elisabeth Murdoch immediately called her father and convinced him that Fox should buy the program’s rights. And the rest, as they say, is history. American Idol had a rough start, proving that what is already popular in another country will not necessarily be sold easily in another – there are, in fact, other important factors to consider. In Idol’s case, the history of like program formats worked to its disadvantage. Yet the show also demonstrated how, at times, flexing some muscles and forging good business relationships are really advantageous to one doing business. Had it not been for C.A.A.’s initiative to ‘use’ their connection with Elisabeth Murdoch, American Idol may have not found its American home as soon as it did. And now, Fox have under its belt, one of the most famous American shows to ever hit TV – and to think, it had been rejected by numerous TV networks in April of 2001.

Susan McClarys Music

Susan McClarys Music Although music is the sphere where the words cease to exist and where only the melody has the enchanting force that wins over the hearts of the audience, there is the chance to combine the two. In opera, the power of music and words is a single force which drives the audience through the plot of the story, making them feel every turn of the plot with every vein of theirs.Advertising We will write a custom essay sample on Susan McClarys Music specifically for you for only $16.05 $11/page Learn More Trying to bring together music, gender and sexuality, Susan McClary manages to work the ideas underlying Carmen, the famous opera where sensuality collides with the art of music to create a perfect child of love, whose name is masterpiece. Arguing that music serves to express another point of the relations between a woman and a society in Carmen, McClary suggests a specific version of the impact of the music in the opera. It is obvious that McClary suggests that th e music should serve not only as the background for the opera, but also as the means to emphasize the tenseness of the moment, make the audience feel the opera through, so that they could understand with their own heart what the author meant and what thoughts whirled through his mind as he was composing the art of his. McClary also drives to the idea that the music is supposed to coordinate with the key points of the ideas suggested by the storyline. Thus, she presupposes that the role of music as the evidence is enormous, and thus it needs careful observations so that the idea which the music carries could not escape the spectator’s eyes and be well understood. McClary provides certain premises for the argument, and these premises seem to be sufficient to start a discussion about. McClary emphasizes that the music should necessarily support the ideas which the plot suggests. Such must be the musical illustration that it should make the audience not only hear the beautiful me lody, but also see what it describes, watch the range of images rushing through their minds as the story unwinds into a perfect symphony, the union of music and words. The evidence which McClary uses is quite sufficient. Basing her arguments on Carmen, McClary clarifies her idea of he role of music in the opera. The methods which the author uses in her research are rather sufficient to see the problem in depth and to analyze it, there are certain suggestions concerning the evidence. Indeed, the examples which McClary drives are of utter importance and are full of meaning, yet it would be desirable that the experiment should be taken a bit further and to touch upon some more examples. The suggested evidence is convincing, yet it would be better if the author based her research not only on a single opera, but involved some other specimen of the opera art to consider. Thus, the multiple issues of different pieces of music would have been considered closely, and the result would have be en more objective.Advertising Looking for essay on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More As a matter of fact, the question of whether music can serve as a piece of evidence is a thing in itself, demands close consideration. If considering music as a form of evidence, one must pay attention to the tiniest details which usually pass unnoticed by the rest of the people. Music as an evidence is a note falling out of the order of the musical party, or a sudden change of the tone, or the winds or strings sounding in a different way. The fault of music as an evidence is that it is very uncertain, rather leaving questions to answer than the solutions to the problems. Music frames the scene described in the play, without creating the additional features. It suggests some more hints to the puzzle which the author gives, yet it does not provide any clear answer. Where music reigns is the depth of the subconscious, tha t is, the sphere where there can be no certainty. With such evidence, as light as a feather, it is impossible to make any solid assumptions about the idea of the opera. However, there is hardly anything that music cannot say. With each and every note, with the change of tone and melody, it makes people think of certain things, and different ideas and images float through their minds as they listen to the enchanting melody. This is where the subjectivity which McClare is speaking about matters so much. The individual perception of the music plays an important part in evaluating the role of music as a piece of evidence for the opera. I case the melody evokes the same ideas in minds of different people, the goal has been achieved and the music has played its part as the means to emphasize the curves and lines of the plot. The so-called â€Å"musical language† must not be underestimated. When used with the maximum of its expressivity, it can speak of different social problems as well as of the personal ones, crying about those living in misery and helping the others to understand the life of those in need. Binding people together, music can close the age, race of money gap between different layers of society and make them come to understanding each other. Throwing some light upon the problems which have been topical for a number of centuries, music can help people to solve these problems. Pushing the audience to think, music opens their hearts to the ideas which would have never occurred to the audience if they had not listened to the motifs as old as the hills.Advertising We will write a custom essay sample on Susan McClarys Music specifically for you for only $16.05 $11/page Learn More In this respect, music provides a sort of healing, which can make people see the light. Disregarding the form which the music takes, and the way the words sound, whether the latter make a song or a recitative, whether they float smoothly or sound l ike a drum, the music will remain the most powerful means of saying what escapes people’s attention.

Stem Cell Research Essay Example | Topics and Well Written Essays - 1000 words

Stem Cell Research - Essay Example Stem cell research provides potential cures for some incurable diseases such as diabetes, Parkinson’s, Alzheimer’s, multiple sclerosis among others. The damage caused by this diseases and conditions is normally irreversible to the affected cells or organs. Stems cells can be used to induce repair or replacement of diseased or damaged cells thus effectively restoring the functions of previously damaged organs. This way numerous nervous system diseases that are as a result of loss of nerve cells can also be treated. Stem cells also provide potential cure to birth defects, by attempting to correct cellular errors that happened before birth thus clearing the defects. The stem cells are introduced to the affected organ in a bid to induce repair or regeneration. With stem cell research, the effects of drugs and medicine can be tested on particular populations of cells thus eliminating the use of animals and human testers. This involves simulating the effects of a drug on the targeted cell line to establish any adverse effects. Stem cell research provides an opportunity to make cells and tissues for use in medical therapy. Tissues and organs can be grown in laboratories from stem cells for use in transplants since the number organ transplant needs exceeds the number of organs available transplantation. This could also help in future transplants as the patient receives a tissue or organ from own cell line, thus there are no chances of rejection during transplantation (Pillai). The study of stem cells could help scientists understand the normal process cell development and establish how medical conditions such as cancer and birth defects come to be, and how they can be corrected. An extensive understanding of cellular development through stem cell research will grant prevention and treatment of abnormal human developments. Stem cell research has led to discovery of treatments that can help in slowing the aging process and my hold the key to reversing the e ffects of aging, thus prolonging human life. As one’s stem cells age, they are no longer able to regenerate effectively as before but anti-aging products borne from stem cells, seeks out the aging stems cells in the skin, regenerating them (Anti-Aging Stem Cell Research). However, ethical issues crop up as to how and where the stem cells are obtained and the price that is paid to achieve objectives of stem cell research. To obtain embryonic stem cells, blastocysts that are generated by fertilizing human eggs in the laboratory are destroyed. For persons who share the belief that life begin at conception, the act is equivocal destroying human life which is unacceptable (Pillai). Financial challenges bear a significant role in research involving stem cells, in the form of purchases made in regard to buying equipment meant for use in the research (Connor). Funding this research involves investing heavily in a world that is already financially constrained. Just like any other file d in medicine, the issue of commercialization has caused debate on a wide scale. Financial challenges in this case are brought out in the form of ethical issues. For example, introducing commerce in stem cell research makes stem cell tissues and embryos into tradable goods and commodities. in addition, researchers could have commercial

Social Settings Essay Example | Topics and Well Written Essays - 500 words

Social Settings - Essay Example use it is the group in which I feel I am most myself, most relaxed and most able to explore those elements of my interactions with others without expectations or strict boundaries. However, there is another world in which I operate that would be classified in terms of the organic as my association with business people is based on an interdependent web of specialized skills. I would consider this my secondary group because I have less personal emotion tied up in this group and my time spent with this group is a matter of necessity for the welfare of my primary group rather than primarily being a matter of choice. This also falls in line with Durkheim’s theories as the mechanical organization is primarily within kinship ties and the organic organization is within the larger sphere of my life in the city of New York. It was Ferdinand Tonnies who suggested much the same sort of distinction between social groups as that offered by Durkheim, namely that people tended to form social groups around either shared emotion and beliefs or around more intentional codependence on speciality and proximity. He also indicated that these groups had more specific settings in which to form. In terms of the emotional group, the rural setting or the small town seems to be what he had in mind, where each individual shared much of the same lore, mythology and concepts of self-preservation for the community at large while the other group was more abstract and distant, focused more on the welfare of the city or state. While I see how these ideas may be valid, I feel my personal life falls more within Durkheim’s system in which both systems might exist simultaneously within the same context. My family and friends are a close-knit group who share many of the same interests and sometimes the same background while m y co-workers are equally close based upon our shared interest in the welfare of the organization for which we work. While I gain my sense of status within both of my

Film Report Assignment Example | Topics and Well Written Essays - 500 words

Film Report - Assignment Example Those who were lucky to have gone to school and had learnt some English later indigenized the music into other languages. It was first produced in the wolof language since wolof was the biggest language group in Senegal. Since the introduction of the hip hop music, there are over three thousand thriving hip hop groups in Dakar. The groups are trying to deeply express whatever is burning in their hearts. All the groups being that they are using the hip hop music to create awareness of their countries political instability makes the country to be of particular interest in contemporary African hip hop movement. The once imported sound of fighting the power was now something distinctly Senegalese where it was only about democracy in the country. Senegal’s hip hop culture is grounded both in the local and in the transnational network of music and ideas. It’s hip hop mixes both sound and culture. When Awadi is questioned on the successfulness of hip hop in Senegal, he replies that they have a traditional connection with hip hop; traditional music called, Tulsa or kebetu where you play drums and talk on the beat. In hip life film Democracy in Senegal, the hip hop practitioners deeply exhibits that they were the ones who played the greatest role in the regime change in their country. They were not telling the people on who to vote for because they believed that all politicians in Senegal were the same but they adviced them to vote. The Sen kumpe group is very courageous.the group talks about anything including politics and is limited by nothing. The groups faces severe problems when reflecting these political issues one being that of The flag of Senegal where the media could not help in the airing of critical messages. The other one being that the groups received threats of being sued. So many people have gone into exile as a result. Bambino was threatened that his house was to be burnt down if he continued talking

Importance of Netpulses Technologies for Beach Bum Essay

Importance of Netpulses Technologies for Beach Bum - Essay Example It has been apparent from the fact that the application of different information systems has augmented at a faster rate over the previous years. Moreover, it has been noted that the aspect of information technology (IT) has relentlessly become a vital constituent in the working life as well as the personal environment of every individual. Most of the business organizations belonging to different industrial segments extensively rely upon the feature of information technologies or systems at a considerable level. With the rapid appearance of the feature of electronic commerce or e-commerce, the implementation, as well as the application of information systems, has been raised at large. The business organizations enthusiastically use the different information systems not only for the motive of increasing their operational standards but also to generate new business opportunities in order to remain competitive in this present situation of the global business market (Ward & Peppard, 2002) . In order to deal with the information technologies strategically, it is quite important to understand the function of technology-based information systems which significantly facilitate to develop the business organizations. In today’s contemporary world, the organizations desire to execute an advanced strategic approach in order to manage the information systems. The various strategic applications linked with information systems as well as technologies which are quite vital for the businesses include computer-incorporated manufacturing programs and electronic mail or electronic data interchange (EDI) systems among others (Ward & Peppard, 2002). In order to deal with the information technologies strategically, it is quite important to understand the function of technology-based information systems which significantly facilitate to develop the business organizations.

Organizing Function of Management Essay Example | Topics and Well Written Essays - 2000 words

Organizing Function of Management - Essay Example Organizing is a broad set of activities, and often considered one of the major functions of management" (McNamara 2007). In the Department of Veterans Affairs, organizing function has a great impact on HR and staff relations. In this organization, HR is concerned with a long-term and a short-term perspective; the psychological contract based on commitment and compliance; self-control and external controls. The Department of Veterans Affairs pays a special attention to selection process and development of employees who work with veterans and their families. Organizing function involves training programs for service workers and career development, promotion and personal development of employees. The core of organizing function of HR includes communication, motivation and leadership (Horts, 2002). Within the Department of Veterans Affairs, attention is also drawn to the key role of organizational culture. For example, an "organization" means the philosophy, attitudes and actions of top managers and service workers, or possibly an individual manager. The rationale for organizing function is built on the idea that employees and clients engage in basically consistent, value-maximizing calculations or adaptations within certain constraints. The peculiarity of this organization is that it deals with diverse customer groups and services. In many cases, the Department of Veterans Affairs has to choose the alternative approach and consequences that rank highest in terms of the payoff functions; that is, that contribute most to the ultimate goal (Horts, 2002). The organization introduced additional training focusing on employee's motivation and work design programs to help worker identify their goal and professional development strategies. Organizing function helps to determine and ma nage goals or objectives and has a payoff, utility, or preference function that permits that person to rank all possible alternative actions by the action's contribution to the desired goals. For instance, "HSR&D provides core funding to fifteen Centers of Excellence (COEs). The research at each COE serves to energize the facility and network with which they are affiliated, and provides a constant source of innovation, creativity and support" (the Department of Veterans Affairs 2007). The organization is presented with and understands alternative courses of action. Each alternative has a set of consequences. Successful organization performance depends upon and is determined by technology. For instance, "technology as it is used in health care is defined as applied knowledge, in other words: any intervention used in health promotion, prevention and rehabilitation" (the Department of Veterans Affairs 2007). Technology helps to connect people in organization who operate in a distance, and has no opportunity to use printed matters or other sources. Organizing function plays a crucial role in technology management determining the main areas of improvement and resources available and needed for this process. The key benefit is the fast interactions between employees and between employees and clients. This constitutes the capital of an organization, i.e. the network of relationships constitutes a valuable resource for the conduct of organizational affairs. For

Social Learning Theory and Role Model Essay Example | Topics and Well Written Essays - 2250 words

Social Learning Theory and Role Model - Essay Example The outcome of the experiment was that children imitated what was done on the doll (hitting, punching, shouting at it) without waiting first for any reward approximated to the person in the experiment initially hitting it. This is where social learning theory was derived, which is an observational learning or modeling (ibid). Social learning suggests that both the environment and psychological factors create a kind of behavior, which an individual acts upon. It outlines four steps, which are involved in the modeling process: attention, retention, reproduction, and motivation. With the social learning theory, Bandura goes on to say that individuals, especially children, learn and act according to what they see in the environment, which are basically based on imitation. They act what they see and are socialized within that system, which pursues such behavior. It is then significant to point out that since children imitate values, actions, and social behavior modeled to them, it is then better that these actions and values are good and correct in order for them to act as good and valuable social beings. Even though Bandura claims that an individual learns behavior from his environment coupled with some psychological factors that trigger such behavior, a particular behavior does not always result in remodeling. This is due to the presence of punishments, which could be past, promised (e.g. threats), or vicarious (Boeree 1998). The social learning theory has a continuous reciprocal interaction among behavioral, cognitive, a and environmental influences. It has extensively been applied to understanding aggressive behaviors and how an individual may be influenced to trail the path of aggression. It also received a fair degree of attention on psychological disorder, specifically on the context of behavior modification (Bandura 1969). Television commercials and computer games are few of the most

Tannenbaum and Schmidt continuum

Tannenbaum and Schmidt continuum Executive Summary The following essay will demonstrate the authors ability to understand key theoretical and strategic issues relating to human resource management. The author will take the needs of the organisation and the individual, in order to maximise motivation, workplace practices and culture. These are some examples that are required for effective project management. Therefore, the author will critically compare three contingency situational theories and apply these to the authors own experiences within the workplace or outside commitments. The aim is to exemplify high-quality project management skills and identify what is required to become a successful leader. To begin, when individuals first learn about Fiedlers contingency theory, they generally think of the more readily used form of the word contingency (Envision, 2005). In essence, they assume that contingency is an element that relays upon or caused by another event i.e. leaderships, groups of people or infrequent relationships come into contention. However, at its base, contingency means individuals interacting with each other. This involves the connection or dependence amongst followers and their leaders. Between 1950 and 1960s, psychologists including Fielder, began to study leadership and behaviour styles of managers. However, before Fiedlers study, psychologists focused on the characteristics of successful leaders and believed in an ideal science of organisation. Psychologists believed that there were preeminent methods to run a group or organisation, which had the best decision making and effective business practices. Therefore, Fielders contingency theory was a benchmark to all modern management theories, in contradicting, singular ideal organizational approaches (Envision, 2005). The rationale of Fiedlers contingency is based upon the relationship between a leaders personality and the current environment in which a leader operates. A leader can be defined as, an individual who is given the task of directing or coordinating task-relevant activities, or an individual who carries the responsibility for performing these functions when there is no appointed leader (Envision, 2005). Therefore, the theory is based on determining the orientation of the leader (i.e. relationship or task) and the elements of the situation (i.e. leader-member relations, task structure, and leader position power) (SAC Business, 2007). Although, its worthwhile noting that task-oriented styles are more effective when a leader either has or doesnt has influence upon a particular situation. Relationship-orientated styles are more effective, only when a leader is reasonably favourable to their influence. In Fiedlers view, the appropriateness of the leadership style for maximizing group performance is contingent upon the favourableness of group-task situations (Fielder, 1967). While the theory foresees leader effectiveness upon an individuals characteristics and favourableness of the situation, the significant of effectiveness is anticipated by most variants of contingency theory as choosing the correct style of leader. The style of the leader is anticipated by both external and internal factors within an organisation i.e. a leaders awareness and agreement with other individuals upon a given task. In other words, the organization should match up a particular manager and his style to the demands of the situation or alter the variables within the situation, i.e., the power that goes with the leadership position, so that the situation becomes more conducive to the managers style of influence. Fielder proposes that it would be easier and more effective if an organisation engineers a job to suit a leader and not a leader adapting his own leadership style to fit the job. In essence, an organisation should match a manager and his style to the demands of the situation or alter the variables within the situation (Dean, 1976) i.e. the power associated with a leadership position, which will make the situation more conductive to a managers style of influence. There have been other contingency theories (situational contingency theory), which agree upon the non-existence of a single correct solution within an organisation. Additional similarities allowed the main principles to be amalgamated into one typical contingency theory i.e. group effectiveness requires cohesion between a leaders style and situational demands. Likewise, the theory which Fielder defines as, situational control, would demonstrate how a leader can have an influence on a groups behaviour and actions. Nevertheless, the Fielder theory hypothesises that most situations will have three aspects which will constitute a leaders posture: The Environment i.e. the groups assurance of the leader. Vagueness or clearness of the groups task. A leaders influence will effect on how the group performs on a given task. Therefore, in reference to the authors experiences, there was time when the author was rugby captain for a local Rugby team. Taking Fielders three theory hypothesis into context, the author had the acclaimed respect and confidence from other members of the team. The team were satisfied that they had a leader capable of delivering success and with this in mind; the team were fully focused on the task ahead. Before a league match commenced, the team were fully aware that they needed to work as a unit. All players knew that both the manager and the captain (author) demanded 100% commitment in a match or training. For whatever reason if a player lacked confidence or commitment, they would be dropped until they proved there worthiness. As a leader, the author regards himself as a benevolent dictator (Paul, 2004). The author can be ruthless in many respects, due to the hunger for success. The team understands the way in which the author reacts to particular scenarios i.e. the author has a fun side, as well as a serious side. As discussed, the author respects fellow team members and the team respects the author. Therefore, this is regarded as a recipe for success and could be reflected in the teams outstanding results. In contrast to Fiedlers contingency theory, which anticipates that a leadership style is difficult to change (Wiley, 2010), Hersey-Blanchard situational leadership model proposes that successful leaders adjust their leadership styles. Therefore, instead of utilising one style of leadership, leaders should change their leadership styles based on the maturity of the people theyre leading and the details of the task (Mind Tools, 2010). In essence, this theory allows the leader to judge both tasks and relationships with individuals more effectively, depending on the requirements that are needed to do the job successfully. Hersey-Blanchard devised a model map, which relates a particular leadership style to a maturity level. The table below (figure 1 Mind Tools, 2010), identifies which leadership style Hersey and Blanchard consider the most effective for people with that level of maturity. Hersey-Blanchards Model Map In essence, there are essentially four main leadership styles and these are explained in the examples below: S1 Telling. A leader will tell individuals instructions on what needs doing and how to complete the task successfully. S2 Selling. A leader tends to provide more communication with the individuals, even though a leader will still provide task instructions. Leaders tend to sell their message to get the entire team on board. S3 Participating. A leader tends to focus more on team relations and less on task direction. A leader will become more involved in a teams task and will have an equal say in decision making. S4 Delegating. A leader will become less involved in the decision making process. Although a leader will still monitor team progress, they will pass a proportion of the responsibility onto a follower or the entire group. In essence, leadership styles are split into two main areas. For example, S1 and S2 leadership styles concentrate upon completing a particular task. However, S3 and S4 leadership styles are more focused upon developing an individuals ability to work independently within a team. Likewise, an individuals maturity level will determine the style of leadership to adopt. A breakdown of maturity levels can be found in the examples below: M1 M1 maturity level is at the lowest point of the model map. Individuals who demonstrate at this maturity level tend to lack the necessary skills and knowledge to complete a given task upon their own ability. Its common to push these individuals to achieve something. M2 At this level, followers might be willing to work on the task, but they still dont have the skills to do it successfully. M3 Individuals at this level are well prepared and have the wiliness to complete a given task. However, these individuals still tend to lack confidence in their abilities to achieve something. M4 M4 maturity level is at the highest point of the model map. Compared to other levels on the maturity scale, individuals at this level posses the necessary skills and knowledge to complete a given task i.e. high confidence levels and strong commitment to complete a given task successfully. Essentially, every team which is created from a group of individuals are not equal. A theory behind Hersey and Blanchards situational leadership model argues that a leader will be more effective when they adopt a leadership style that is based upon either individuals or groups they are leading. In reference to the authors experiences, there was a period when the author worked within the Information systems department at Nissan Motor Manufacturing (UK) Limited. The author was given the responsibility of being in charge of a new individual within our resolve group. The author assumed the new individual had some of the required skills to reach the department goals, but not all of them. However, to the authors relief, they had the correct approach and attitude to complete the work. Therefore, the author believed that the individual was at a M3 maturity level (Medium maturity, higher skills but lacking confidence), which is linked to the S3 leadership style (Participating/supporting). Over the weeks that followed, the author ensured the individual was trained to the best of the authors ability, pushing and teaching the individual where necessary i.e. training of new systems. The authors main objective would be to ensure the individual would eventually make their own decisions and as a result, the author identified that both our relationships strengthen over the weeks and their own individual efforts are successful. Compared to the two previous contingency-situational theories, Robert Tannenbaum and Warren Schmidt developed a simple model which, developed a continuum of leadership behaviour to describe a range of behavioural patterns available to a manager (Dean, M, 1976). In other words, the model demonstrates the relationship between the level of freedom that a manager chooses to give to a team, and the level of authority used by the manager (Chapman, A, 1995-2009). The model below (figure 2) is based with Fred Luthans Organisation Behaviour (1995). A leaders action identified on the left of the model, typify a manager who maintains a high degree of control. Whereas, a leaders action identified on the right of the model, typify a manager who delegates authority. Tannenbaum and Schmidt felt that a leader should not choose one style and adhere to it strictly but should be flexible and adapt his style to the situation (Dean, M, 1976). Tannenbaum and Schmidt acknowledged that there should be an interaction between a leader and his /her team. There is usually a trade-off between the control exercised by the leader and the control exercised by the team. However, its identified that no one usually has 100% control of a situation. Even though a leader may give a direct order, other individuals may retain control over i.e. how eager an individual obeys an order. Tannenbaum and Schmidt highlight four diverse leadership styles: Telling A tyrannical style, which a leader gives specific instructions and will monitor individuals intimately. Telling style, is useful when individuals cannot deal with a task unaided, are reluctant, are introduced to a new leader or a previous leader who allowed standards to depreciate. This style will only work well, when you monitor key performance indicators closely or be precise about standards and performance targets for example. Selling A manager will make a decision and then sells the decision (Sherwin, 2009). Selling is acknowledged as being influential, in which a leader gives a clear direction upon a given task and supervises a situation very closely. Selling is also regarded in explaining decisions, encouraging suggestion and supports progress. However, this style works well, when team motivation is lacking and more appropriate when a particular task is non-negotiable. Its also appropriate when a teams motivation is critical to achieve task success. Although, for this style to be successful, you need to reward positive attitudes, listen to staff more closely and develop team skills for example. Consulting A manager will present ideas and invites questions. A manager will have hesitant decisions that are subject to change. A manager will present a problem, get suggestions and make a decision (Sherwin, 2009). Consulting, is collaborative in a style which a leader will discuss a task and will listen to a teams collective ideas. A leader will take each idea into consideration and will have to make a key decision. Consulting is appropriate when a team has both the competence and sufficient skills to contribute to a particular cause. However, the leader has the desire to retain control of a situation, particularly when a leader feels there is an imbalance between a teams competency and any associated risks. Although, for this style to be successful, you need to focus on morale, team spirit and encourage team participation for example. Participation A manager will define a team limits and ask a group to make decisions. A manger permits subordinate to function within limits defined by superior(Sherwin, 2009). Participation is a facilitating style, which a leader gives a team maximum responsibility. Participation is appropriate when a team can demonstrate competency and has a positive attitude towards a task. A leader can have the confidence in letting a team get on with a task and utilise this as a crucial part of the development process. Although, for this style to be successful, you need to act as a resource tool, allow individuals to independently develop their learning and identify potential individuals that can show an example to others. Before the author decided to enrol in higher education, there was a period of time when the author was an apprentice electrician with the local council. The role involved attending a variety of jobs in office buildings, factories, schools, hospitals etc. Emergency call outs were frequent and there was one particular job which required urgent attention. The nature of the job involved an elderly couple, which experienced severe flooding from their bathroom and it was leaking through light fittings in the kitchen. When the author and a colleague arrived at the scene, the damage was worse than anticipated. Therefore, the author had been given the authority to contact the depot to ask for additional members of staff including a plumber and a plasterer. When they arrived on scene, the author coordinated the entire job to ensure the power circuits were repaired, damaged pipe work repaired and the ceiling patched where the water was leaking. Although the author maintained partial authority, the author allowed the team to coordinate some activities amongst themselves. Therefore as the situation changed, the author demonstrated a degree of flexibility, which can be highlighted in Tannenbaum and Schmidts Model of Delegation and Team Development If you refer to the model above, the author tends to typify a leader who demonstrates authority. The author tends to gain a range of theories and ideas which are discussed with the group. Once achieve, the author would make an appropriate decision. In essence, all three contingency theories have unique characteristics that are suited around a particular style. The contingency theory which the author believes will benefit a workforce is the Fielder-Contingency theory and this assumption is based upon the authors own experiences. In comparison to the Hersey-Blanchard and Tannenbaum and Schmidt leadership theories, the author particularly likes the way which Fielder justifies that leaders are not just successful or unsuccessful. Depending upon the situation at the time, leaders can be either effective or ineffective. Therefore, any individual can have the potential to become a successful leader if they choose the most appropriate situation to apply their leadership styles. By adjusting certain elements i.e. task structure, relationships; a leader can have a more effective leadership style. Fielders scale can be relevant in determining leadership styles. References Chapman, A (1995 2009) Tannenbaum and Schmidt continuum. Available at http://www.businessballs.com/tannenbaum.htm. (Accessed: 6th April 2010) Dean, E. M (1976) Managerial Styles. Available at www.airpower.au.af.mil//mar-apr/dean.html. (Accessed: 6th April 2010) Envision Software (2005) Fielders Contingency Theory. Available at http://www.envisionsoftware.com/articles/Fiedlers_Contingency_Theory.html. (Accessed: 31st March 2010) Fielder, F. E (1967) A Theory of Leadership Effectiveness, McGraw Hill, New York, p. 147. Luthans, F (1995) Organisation Behaviour, 7th edition, McGraw Hill, New York Mind Tools (1995 2010) The Hersey-Blanchard Situational Leadership Theory. Available at http://www.mindtools.com/pages/article/newLDR_44.htm (Accessed: 2nd April 2010) Paul, L. G (2004) Ruthless Strategies for Succeeding in Times of Trouble. Available at http://www.cio.com/article/32171/Ruthless_Strategies_for_Succeeding_in_Times_of_Troube. (Accessed: 6th April 2010) SAC Business (2007) Fielders Contingency Theory. Available at http://docs.google.com/viewer. (Accessed: 31st March 2010) Sherwin, L (2009) Styles of Leadership Available at http://www.lindsay-sherwin.co.uk/guide_team_leadership/html_leadership_styles/4_tannenbaum_schmidt.htm. (Accessed: 12th April 2010) Wiley (2010) What are some additional directions in leadership development and research? Available at http://docs.google.com/viewer. (Accessed: 1st April 2010) Bibliography Chapman, A (1995 2009) Tannenbaum and Schmidt continuum. Available at http://www.businessballs.com/tannenbaum.htm. (Accessed: 6th April 2010) Contingency Models (1997) Contingency Models Website Available at http://www.see.ed.ac.uk/~gerard/MENG/ME96/Documents/Styles/conti.html (Accessed: 31st March 2010) Dean, E. M (1976) Managerial Styles. Available at www.airpower.au.af.mil//mar-apr/dean.html. (Accessed: 6th April 2010) Envision Software (2005) Fielders Contingency Theory. Available at http://www.envisionsoftware.com/articles/Fiedlers_Contingency_Theory.html. (Accessed: 31st March 2010) Fielder, F. E (1967) A Theory of Leadership Effectiveness, McGraw Hill, New York, p. 147. Luthans, F (1995) Organisation Behaviour, 7th edition, McGraw Hill, New York Mind Tools (1995 2010) The Hersey-Blanchard Situational Leadership Theory. Available at http://www.mindtools.com/pages/article/newLDR_44.htm (Accessed: 2nd April 2010) Paul, L. G (2004) Ruthless Strategies for Succeeding in Times of Trouble. Available at http://www.cio.com/article/32171/Ruthless_Strategies_for_Succeeding_in_Times_of_Troube. (Accessed: 6th April 2010) Peters, L. H., Hartke, D. D., Pohlmann J. T. (1985) Fiedlers Contingency Theory of Leadership: An application of the meta-analysis procedures of Schmidt and Hunter, Vol 97 (2), pp. 274-285. DOI [Online]. Available at http://Psycnet.apa.org/doi (Accessed 1st April 2010) Pugh, D.S (1988) Organization Theory, Penguin Books, pp417 424 SAC Business (2007) Fielders Contingency Theory. Available at http://docs.google.com/viewer. (Accessed: 31st March 2010) Sherwin, L (2009) Styles of Leadership Available at http://www.lindsay-sherwin.co.uk/guide_team_leadership/html_leadership_styles/4_tannenbaum_schmidt.htm. (Accessed: 12th April 2010) Wiley (2010) What are some additional directions in leadership development and research? Available at http://docs.google.com/viewer. (Accessed: 1st April 2010) Vecchio, P. R (1988) Organizational Behaviour, Dryden Press, pp286-304

Integrated Marketing Communication Plan

Integrated Marketing Communication Plan The main aim of the Integrated Marketing Communication plan is to acquire one-third (33%) of DiGi Telecommunications market share over the next 3 years in Malaysia. We are being appointed as the marketing consultant by DiGi Telecommunications in Malaysia and we have analyze the firms marketing strategy in the field of their prospective segments, the chosen target market, SWOT analysis, brand awareness, product design, product positioning, advertising and sales promotion. As a marketing consultant, we have notice that the DiGi Telecommunications utilized generic marketing strategy such as low cost leader in DiGi Prepaid brand services, resulted in a number of first industry benchmarks for simplicity and innovation, differentiated goods and services satisfy the needs of customers through a sustainable competitive advantage. In fact, in 31st March 2010, DiGi Telecommunications had 7.9 million mobile subscriptions, also the third largest mobile operator in Malaysia. In Integrated Marketing plan, we will contribute in the area such as group or segment those types of potential and existing customers that are most likely to benefit from our DiGi product line. Continuing with that, we will set up our IMC objectives to achieve our aim, which also covers the promotional mix for each of the tools as well. Further, we shall be looking at the budget that we need for the whole IMC plan. Lastly, we will evaluate the media tools that we select to see whether are effective or not. 2.0 Situation Analysis DiGi.Com Berhad is listed on Bursa Malaysia Securities Berhad and is part of the global telecommunications provider, Telenor Group. Its mobile service operations are undertaken by its wholly-owned subsidiary, DiGi Telecommunications Sdn. Bhd. DiGi started opetaions in May 1995 when it launched its fully digital GSM1800 services, the first digital mobile communications service in Malaysia. Over the last five years, DiGis revenue has more than doubled to approximately RM4.9 billion with a subscriber base of 7.7 million. DiGi focuses on making it easy, affordable, convenience and providing the best deals to ensure its customer experience in mobile and internet services. DiGi presence as leader in prepaid services resulted in a number of firsts that have set industry benchmarks for creativity and innovation. These services are offered under the DiGi Prepaid brand name. DiGis postpaid services under the DiGi Postpaid brand name and DiGi Business deliver quality voice as well as value-added mobile content and data services to both individual and corporate customers. In late 2008, DiGi launched its 14.4 Mbps 3G/ HSPA network, the Groups mobile broadband and mobile internet have been well received by the market. Now DiGis mobile internet services have a proposition synonymous called Quality internet for less. (Source: DiGi Annual Report 2009)Æ’Â  Appendix 6 2.1 Corporate Objectives and Marketing Objectives Vision: To be seen as stars in excellent customer experience Mission: To exceed the customers expectations, by delivering mobile and internet services easier and offer the best deal Corporate Objectives: To lead in sustainable and ethical business into every aspects of the organization To treat every people fairly and responsibly to empower them to reach full potential To minimize the environmental impact and offering climate-friendly solutions to the customers To go beyond financial contributions and look for ways to serve the community (Source: DiGi Annual Report 2009)Æ’Â  Appendix 6 Marketing Objectives: Delivering excellent customer experience that are simple, innovative and of best value DiGi business Customers are free to choose a new mobile service provider without having to change to a new number To facilitate the exchange of information between mobile service providers for porting transactions and update routing information to all mobile service providers. (Source: DiGi Telecommunication, CPA MNP General FAQ)Æ’Â  Appendix 7 2.2 SWOT Analysis We have done the SWOT analysis for DiGi Telecommunications. Strengths -Effective branding and marketing -Great innovation -Lowest prepaid charge rate Opportunities -Newest 3G broadband provider -New approach to attract corporate customers -Celcom and DiGi collaboration Weaknesses -Large international shareholders -Low revenue market share -High implement of new services Threats -Competition in terms of coverage -Product imitation -Spam Issue Strengths The DiGis Yellow Coverage Fellow (YCF) idea has won confidence from customers where it gives better coverage to all users around nation. Additionally, DiGi often set up booths in locations with many teenagers to win a lot of customers. DiGi is the first telco in Malaysia that launches fully digital cellular network, GSM1800 services. In DiGi Campus package, the charge rate for sms is 0 cent to family and friends, and with the lowest call charge that further charge will be waived after usage of RM2. (Source: Sun Zi, Scribd)Æ’Â  Appendix 8 Weaknesses The revised dividend policy sought to distribute minimum 80% of Groups annual profit to shareholders. This policy put pressure on DiGi on dividend payment. Furthermore, the CFO of DiGi stated that they have a very low revenue market share which is only 16%. In addition, DiGi is always implementing new products or services. The chairman says company would meet some stress on margins due to the higher level of handset subsidy offered for iPhone sales. Opportunities On 22th September 2009, DiGi officially launched the 14.4 Mbps network Turbo 3G in Malaysia. DiGi is the first 3G broadband provider in Malaysia that invests in the latest High Speed Packet Access (HSPA) technology in Malaysia. DiGi has tried to attract corporate customers through a sexy approach, by giving winner the chance to be one day pilot. The campaign gains positive feedbacks and expect to attract corporate customers. Additionally, Celcom, DiGi and their respective major shareholders Axiata Group and Telenor Asia signed the Memorandum of Understanding (MoU) for advanced network collaboration. This sharing model is geared to generate significant operational and cost efficiency for both operators. (Source: Penang and Sabah first to enjoy DiGis Turbo 3GTM for mobile phone)Æ’Â  Appendix 9 (Source: DiGi business takes sexy approach to attract corporate customers)Æ’Â  Appendix 10 (Source: Celcom and DiGi sign MoU for advanced network collaboration)Æ’Â   Appendix 11 Threats Maxis has make an announcement that they will spend RM 1.4 billion to improve their 2G and 3G network coverage from 60% to 80% nationwide by year-end. This make the situation worse for DiGi, as increasing coverage can make customers to switch from DiGi in seeking of higher quality network coverage. DiGi always face the threats of competitors imitation. Very soon after a new services or products launch, its competitors will launch the similar package. On 24th September 2010, Maxis launch iPhone 4 simultaneously with DiGi. Maxis has come out with a Maxis Do Not Disturb Campaign to solve Spam sms. This campaigns purpose is to protect consumers privacy. (Source: Maxis service to improve with spending of RM1.4 bil)Æ’Â  Appendix 12 2.3 Product Line Digi Telecommunications is a mobile communications services provider which provides services such as voice/data Prepaid and Postpaid services, DiGi Internet, and DiGi Business. Besides that, it also provides a few special offers for DiGizens, such as Mobile Lifestyle, International Services, and Personal Insurance Coverage. (Please refer to appendix 13) Product Life Cycle Product Life Cycle consist of five stages, which are development, introduction, growth, maturity, and decline. The current situation of DiGi Telecommunications Sdn Bhd is on the maturity stage as the sales revenue of DiGi has begin to slowdown and the net profit, even the market share has also decreased. Besides that, instead of introducing a new product into the market, DiGi is now focusing more on modifying and changing the characteristics of existing products, such as introducing new packages for prepaid and postpaid by offering different rates and features compared to the previous products. 3.0 Objectives Aim: DiGi brand to acquire 1/3 (33%) of Telecommunication market share over the next 3 years in Malaysia. (From 2010) The primary purpose of setting objectives is to state what is to be accomplished in order to direct an organizations efforts and allow the organization to evaluate effectiveness. To prove that IMC objectives were effective, we should follow SMART Specific, Measurable, Achievable, Reasonable and Timeline. Three IMC plan main objectives: 1. To strengthen the competitive advantage preferring DiGi as the most innovative Telecommunication in Malaysia. (From start of January 2011, until end of December 2011) 2. To increase the market share to 28% start from January 2011, finishing at the end of December 2011. 3. To build positive brand equity among all mobile users towards DiGi Telecommunications within one year. First Objective The competitive advantage of DiGi is the innovation it offers on its services. One of the latest innovations that DiGi provides is the DiGis Turbo 3G broadband service. DiGi is the first telecommunication service provider in Malaysia that provides 14.4Mbps High Speed Packet Assess (HSPA) technology. The purpose of this objective is to attract mobile users from competitors to become DiGi users. Second Objective Our second objective is to increase market share to 28% from existing market share of 25%. This means that we have to increase 3% within year 2011 and it represents 903,000 new subscribers. The reason for setting increase of 3% market share is to achieve our companys aim, which is to acquire 33% market over next 3 years. To achieve 33% market share from 25% market within 3 years means each year we have to increase an average of 2.6% market share. Third Objective The third objective is to build positive brand equity among all mobile users towards DiGi Telecommunications. Brand equity is referring to the power of a brand, affiliation with the goodwill and brand recognition of consumers. Moreover, when a company successfully built the positive brand equity, consumers will stick to the brand even the price is higher than competitors. It allows the DiGi Telecommunications to reduce the cost on promotion, and set a premium price for the products and services in the future, which will also enables a brand to generate higher sales volume and higher profits among the competitors. 4.0 Tools The effectiveness of our Integrated Marketing Communication plan is mainly depends on the successfully integration between different marketing tools. It is an important part of communication process. (Please refer to appendix 14) There are wide selections of marketing tools that can be used to bring significant impact on customers perception on DiGi telecommunication. In order to achieve our IMC plan objectives, we have chosen two tools which are advertising and sales promotion. 4.1 Advertising Our advertising tool is further divided into TV commercial advertising, radio broadcasting, and printed media-newspaper. All these three advertising tools carry different purposes and importance for achieving our IMC main objectives. The three objectives that we have created for our advertising tools are: To refresh mobile users that DiGi is always approachable by implementing continuity advertising over one year. To maintain DiGi telecommunications as the most affordable prepaid service in Malaysia. To sustain the benchmark of best commercial advertisement among telecommunications industry in Malaysia. 4.1.1 Television Commercial Advertising Television is a media channel that will be able to deliver our advertising message to a wide diverse audience. The advertisement showed on television commercials is creative and demonstrative. Besides that, it has the ability to convey our message with sight, sound and motion. Television commercial also allows immediacy of messages to be easily interpreted by audience. The channels that we have selected to advertise are TV3 and ntv7 which is under media prima. Media primas channels are TV3 (30% viewers), tv9 (9% viewers), NTV7 (6% viewers) and 8TV (5% viewers). The reason why we chose TV3 is because it has the highest viewership of 30% among all the channels under media prima. The 30% of viewers are majority made up of 95% Malays. Even though NTV 7 is the third rated among the four media primas channels, we chose to advertise in this channel because it has the highest percentage of Chinese viewership which is 70%. 4.1.2 Radio Broadcasting Radio broadcasting is one of the mediums with the broadest exposure. Advertising on radio is more cost-effective compared to ads on television. Besides that, radio broadcasting has selectivity and audience segmentation according to different radio channels. In Malaysia, there are a total of 30 radio channels. The radio station that we have chose to advertise our advertisement is hitz.fm. The reason of us choosing this particular channel is because hitz.fm has the highest listenership of English channels in Malaysia, reaching 1.58 million (9.2%). On the other hand, Fly fm is rated second position with 728,000 (4.3%) listeners followed by MIX fm with 451,000 (2.6%) listeners. 4.1.3 Printed Media Newspaper Printed media newspaper is one of the most famous printed medium in advertising. This is so because newspaper is able to reach geographically dispersed audience all over Malaysia. Besides that, newspapers have immediacy. In other words, it is tangible and audiences are able to re-view the advertisements at anytime and anywhere according to individuals convenience. The newspaper company that we have chosen to publish our advertisement is The Star. The reason of us choosing this company because it is the top rated newspaper company in Malaysia, followed by Utusan Malaysia at second place and Berita Harian at third. The Star has a total of 981,000 readers daily. As for Sundays, Sunday Star has a total of 935,000 readers. 4.2 Sales Promotion Sales promotion offers a tangible added value to encourage and accelerate a response. There are two basic types of sales promotions: the consumer promotions and trade promotions. For our sales promotions, we chose to implement consumer promotions. Consumer promotions are pull strategy in which it uses incentives to encourage end-users to buy a brand. The campaign that we planned to organize for our sales promotion is DiGis Fan-Tastic Bonanza! The purpose of this sweepstakes is to attract new subscribers to DiGi telecommunications and further increase our current market share from 25% to 28%. In addition, we plan to increase 900,000 new mobile subscribers to DiGi via this campaign. The three objectives for our sales promotion are: To retain brand loyalty of DiGizens within the period of one year (from start of January 2011 to end of December 2011) To capture end-users to choose DiGi as the primary telecommunications choice To build a strong and friendly customer relationship among mobile users in Malaysia 5.0 Budgeting Budgeting for IMC plan requires a good estimate of the cost of each element of the plan. In this IMC plan, we choose Objective and Task Budgeting method. Objective and Task Budgeting method is an estimate of the cost of each IMC task identified by zero-based planning. The reason that we chose this method is because this method can help us to determine for our marketing communication objectives and the tasks that needed to be done to accomplish each objective. In order to run our IMC plan, we request for an estimated amount of RM10million for all tools. First and foremost, there are three main objectives in our IMC plan. These three objectives bring different impact in our whole IMC campaign. In order to achieve these three objectives, we must carry out some promotional tools. Advertising was the primary medium needed in the DiGi Telecommunications to achieve the two objectives which are: 1. To strengthen the competitive advantages preferring DiGi as the most innovative Telecommunications in Malaysia 2. To build positive brand equity brand equity among all mobile users towards DiGi Telecommunications. All the three advertising tools chosen are needed to maximize the effects of our objectives and also to build up consumer mindset as DiGi is always the smarter choice in a long-run period, so we estimated around RM8 million in our advertising tools which allocated into three areas, which are TVC advertising, radio broadcasting, and printed-media (newspapers). For TV commercial advertising, we advertise in channel TV3 and NTV7 that costs RM3 million for both channels, while for radio, we will broadcast into Hitz.fm station that costs RM1 million. Whereas for newspapers, we will published into The Star newspapers, that costs RM3 million. The budget is huge as these three advertising tools will be implemented frequently for the duration of one year. Sales promotion will be the second promotional tools for DiGi Telecommunications, ongoing through DiGi sweepstakes. From DiGi sweeptakes, we will receive more than just the products and its image, it may also gives a favorable impression among our target audience. One of the biggest prize that give out is the luxury HONDA ACCORD, followed by SONY VAIO, iPad and also free DiGi reloads. All these prizes total up will be RM2 million for the duration of 1 year. One of the objectives is to increase the market share to 28%, this need to be achieved through attracting more new subscribers to DiGi with the support of sales promotion. It further enables DiGi Telecommunications to achieve our IMC aim, which is to acquire 1/3 (33%) of Malaysia telecommunications market share. 6.0 Implementation of Tools The implementation process is specific actions to be taken to execute the strategy set for our marketing communication tools. It is an important aspect of MC strategy which is the timing and scheduling. 6.1 Advertising The schedule of advertising will be shown in appendix 15. (Please refer to appendix 15) 6.2 Sales Promotion The DiGis Fan-Tastic Bonanza! that we have planned to organize will last for entire year, starts from 1st January 2011 until 30th November 2011. Evaluation and selection of winners will be done in December 2011 and prizes will be completely distributed before 1st January 2012. The qualification of enter this contest is top up with at least RM10 for prepaid users or sign up for new postpaid, broadband, and business plan. The order of the prizes will be set as: Prizes Product Items Units Grand Prize Honda Accord 2.4 VTi-L 1 Second Prize Sony Vaio X series 50 Third Prize Apple iPad 100 Consolation Prize Free top up of RM100 10,000 7.0 Evaluation The evaluation process is essential in IMC plan as it measures how well the effort meets our objectives. Successful marketing communication can makes customers remember our brand and bring them into our store. For our IMC plan, we do two evaluations on our advertising tools and sales promotion tools. 7.1 Advertising For advertising tools, what we want to evaluate is the effectiveness of our message reach our target audience. On how we evaluate the effectiveness, we will calculate on the data recorded by media service provider. The reason why we need to evaluate this is to check whether our advertising has successfully build positive brand equity and image in customer mindset. The criteria are 3 million viewership. 7.2 Sales Promotion In sales promotion, what we want to evaluate is the effectiveness of attracting new subscribers. On how we evaluate the effectiveness, we will calculate on the increase in new subscribers for all categories: prepaid, postpaid, broadband, and business plans. For the reason why we want to evaluate this is because the increase in new subscribers will increase DiGis market share, from 25% to 28%. Thus, the criteria are the increase of 903000 new subscribers. 7.3 Contingency Plan The evaluation process for both marketing tools will be done each half year, first in June and second in December. For advertising, if we cannot achieve half of the total amount within six month, we will increase the frequency of advertising for each advertising tools. Hence, we allocated 1 million budgets from advertising to prepare for this uncertainty. The sales promotion, sweepstakes is important in attracting new subscribers. If we cannot attract 450,000 new subscribers in the first six month, more prizes will be added in to increase the attractiveness of our sweepstakes. For this, we allocated around RM300000 and the additionally prize will be added as special prize.

Mysterious Statue of a Boy in the Park :: Free Descriptive Essay About A Place

As soon as I entered the park, I went looking for the statue of the little boy that I remembered so well from last summer. I knew it was on the south side of the park, but I was not sure exactly where. As soon as I began my quest, I could faintly smell roses, a smell so familiar from the endless warm summer days that Jordan and I would spend next to the rose garden, in front of the statue. I knew I was getting close. Next, I saw the roses in the distance from where I was, walking towards the stairs that lead to the rose garden. I remembered walking in the same general direction. I was closer. Then I got to the stairs. As I was walking down the steps I looked to my right. There was a statue of a beautiful woman, not the right statue. Finally, I looked to my left, and there it was. My heart skipped a beat. I could remember the very first time I saw that statue. It was a hot day in mid-July when Jordan and I first stumbled upon it. Last summer while I was living in the dorms, Jordan was my best friend; we spent every waking moment together. One day we decided to walk in the park, we got to the rose garden and were talking about the roses until we saw the little boy. We were both so amazed by the statue, yet we could not figure out why. Starting from that moment, we spent a great amount of time at the statue last summer. As I walked up to it, I could almost see Jordan standing next to the statue turning to say something about it to me that we had not noticed before, but that was last summer. Like I said, Jordan was a very close friend of mine, but when I moved back to Michiga n last year, we grew apart. Standing by the statue I could remember sitting next to it for hours just talking, and looking at the statue with him. The first thing I did was get up very close to the statue and examine it once again. It is of a boy who is between the ages of twelve and fifteen, he is mostly naked, covered only with a cloth hanging by a thin belt over his genitals. Mysterious Statue of a Boy in the Park :: Free Descriptive Essay About A Place As soon as I entered the park, I went looking for the statue of the little boy that I remembered so well from last summer. I knew it was on the south side of the park, but I was not sure exactly where. As soon as I began my quest, I could faintly smell roses, a smell so familiar from the endless warm summer days that Jordan and I would spend next to the rose garden, in front of the statue. I knew I was getting close. Next, I saw the roses in the distance from where I was, walking towards the stairs that lead to the rose garden. I remembered walking in the same general direction. I was closer. Then I got to the stairs. As I was walking down the steps I looked to my right. There was a statue of a beautiful woman, not the right statue. Finally, I looked to my left, and there it was. My heart skipped a beat. I could remember the very first time I saw that statue. It was a hot day in mid-July when Jordan and I first stumbled upon it. Last summer while I was living in the dorms, Jordan was my best friend; we spent every waking moment together. One day we decided to walk in the park, we got to the rose garden and were talking about the roses until we saw the little boy. We were both so amazed by the statue, yet we could not figure out why. Starting from that moment, we spent a great amount of time at the statue last summer. As I walked up to it, I could almost see Jordan standing next to the statue turning to say something about it to me that we had not noticed before, but that was last summer. Like I said, Jordan was a very close friend of mine, but when I moved back to Michiga n last year, we grew apart. Standing by the statue I could remember sitting next to it for hours just talking, and looking at the statue with him. The first thing I did was get up very close to the statue and examine it once again. It is of a boy who is between the ages of twelve and fifteen, he is mostly naked, covered only with a cloth hanging by a thin belt over his genitals.

A Feared Ruler? :: essays research papers

Machiavelli was a man who was not worried about what was morally correct, but rather, what was politically deserved. He was in fact an honest and religious man, but he has become known for trickery and double-dealing. He thought that princes would have to start tricking his enemies, or even his people for the good of his state. In my opinion, his theory, â€Å"It is better to be feared than loved† is saying that when the people fear their ruler, the ruler will most likely get what he wants. When a ruler has control and intimidation over his people, they will most likely do what he says and follow his rules, out of fear. Some people might argue and say that if a ruler is loved than people will respect him and follow his rules. This is true, except, it is harder to get people to love and respect their ruler so much as to do everything they are told, than it is to get them to fear their ruler. Out of the three monarchs: Louis of France, Henry of England, and Ferdinand of Spain, I think Louis definitely exhibited Machiavelli’s theory the best. Louis depended on trickery, intimidation and bribery to get what he wanted. These three characteristics are exactly what Machiavelli believes in. Louis wanted to weaken the powers on the great lords in France so that he had all the power. Any noble that resisted Louis’s rule was bribed or threatened until the noble agreed with Louis. Once there was a cardinal who disobeyed Louis. He was locked in a small cage for 11 years. He couldn’t even stand up or sit down. The people under Louis’ rule were very scared of him that they were willing to put up anything to impress and agree with him. Louis was aiming for people to fear him though. I think he felt that it would in fact be easier to get people to fear him rather than respect him.

Into the Wild Essay

Chris McCandless temperament types were introverted, i, f, and j. When it comes to the extroversion and introversion preferences, Chris prefers introversion. According to the MBTI Basics, introverts prefer doing things alone or in small groups. This preference is evident in the character of McCandless in the story. In reference to McCandless’ relationship with others it is well shown through the relationship he has with his car. Chris took trips alone. He liked doing things by himself. He even left his car not by choice, but he ended up loving the open road and traveling by foot. Krakauer 28). A person who prefers extroversion would not likely travel alone because they need other people to remain energized. Therefore, one can infer that Chris had a propensity toward introversion and took trips to get away from others and society, probably to re-energize. When it comes to the sensing and intuition preferences, McCandless prefers sensing. According to the MBTI Basics, Sense’s prefer actual facts and remembering details that are important to them. This preference is evident in the character of McCandless. In reference to Chris’ way of feeling something out before making a decision shows that his temperament type was sensing. Chris shows us how he is a sensor when he reached the Morelos Dam and the Mexican border: worried that he would be denied entry because he was carrying no identification, he sneaked into Mexico by paddling through the dam’s open floodgates and shooting the spillway below. (Krakauer 34). A person who is intuitive reads â€Å"between the lines’ they do everything very precisely and plans ahead. They know every step of the way. That’s why this shows Chris is Sensing because he just does things and then learns from them. He doesn’t plan ahead he learns by doing. When it comes to the thinking and feeling preferences, McCandless prefers thinking. According to the MBTI Basics, thinkers sometimes miss or don’t value the â€Å"people’ part of a situation. This preference is evident in the character of Chris in the story. In reference of how he handled situations with people it shows that he was a thinker and not a feeler. Chris has sent a postcard to Burres telling her where he was and that it was good to hear she was still alive. Burres told Chris that she would come and visit him but before her and her boyfriend Bob, were preparing to drive to see him they found a backpack leaning up against their van. She recognized it as Chris’s. Chris explained in a letter that he had grown tired of Bullhead, tired of punching a clock, tired of the â€Å" plastic people† he worked with, and decided to get the hell out of town. (Krakauer 43). A feeling person would have at least waited until they came to visit so they could interact and then leave not just leave a note. Chris explained the people around him as â€Å" plastic† and this explains why he was more of a thinker. He did not value people because he was fine on his own. When it comes to the judging and perceiving preferences, Chris preferred Perceiving. According to the MBTI Basics, perceivers prefer a flexible and spontaneous way of life, and like to understand and adapt to the world rather than to organize it. This explains Chris’s character perfectly. His whole story was about perceiving. Chris escaped into the wilderness because he didn’t want to live life in a planned or orderly way. Even the orderly things that he did do such as work at McDonald’s in Bullhead he still did things his way and at his own pace. Lori a second assistant manager said â€Å"He could do the job—he cooked in the back—but he always worked at the same slow pace, even during lunch rush, no matter how much you would get on him to hurry. †(Krakauer 40). A person that is judging would prefer to have things decided, and they would have a list of things to do and when they were going to do them. Chris was not this way.

Pathological gambling intervention Essay

When looking at pathological gambling we ask ourselves how someone gets to the point of addiction. In that regard there are both internal and external factors, beahior and environment related aspects leading to someone’s impulsive urge to gamble. Speaking of which, impulsivity can be a direct factor of a pathological gambler, Impulsive people are naturally more prone to gambling problems because of their nature and personality. That is not to say that all impulsive people will develop gambling habits or problems but they could if the right factors were in play at the right times. Inability to control impulses and also inability to delay gratification are two major impulsivity-related symptoms of pathological gamblers (McCormick & Taber, 1988). Other behavior factors include, coping strategies, high stress levels, family history, gender as males tend to be more prone to this affliction and â€Å"Pathological gamblers have been known to also exhibit antisocial behavior which is related to the impulse control disorder causing antisocial behavior such as exhibited in antisocial personality disorder† (Slutske et al. , 2001). The environment one grows up in Also plays a valuable role in understanding gambling. It’s a common misconception that pathological gamblers are only those that are near major casinos. That can be a tendency but in todays society technology has opened the door to universal in gambling before impossible. With computers and the internet people are now able to gamble straight from their homes on sports, online poker, etc. This boom in technology has allowed more people, from more places and economic statuses and younger ages be able to easily get involved in gambling. Our group even met a professional gambler who would have all of his bets placed on his computer before noon and then do nothing the rest of the day. Technology has extended the reach of gambling to social circles that before may have not been affected. Predisposing, Reinforcing, Enabling Factors Predisposing factors are what set someone up with the highest chances of being a pathological gambler. An addictive personality makes anyone more susceptible as well as having addictions or just gambling itself run in the family. A persons level of impulsivity is also a huge factor, an impulsive person is more likely to give into reckless decisions and follow the activities that give a rush sensation. Impulsive people have problems with delaying gratification making addictive and compulsive tendencies stand out. †Pathological gambling is a problem of impulse control. The more accessible gambling is, the harder it is to maintain the control. †(3) Predisposing factors can also be socioeconomic status, does one have the funds to feed the addiction, or did one one grow up in rough situations and use gambling as a crutch or coping strategy, the factors are vast and varying. Environment as brought up by the last quotation can also be a predisposing factor. Does one have access and how easily plays into an addiction. The closer one is to gambling the more likely they will partake. That used to entail how close someone was to casinos or legal areas of gambling and in many cases still does as more areas are becoming gambling friendly and more funerals pop up in for example, Oklahoma, Louisiana and Missouri, However with technology and the internet, access has become easier for all regardless, of location, sex, race, or economic status. With gambling there are different stages, stages that can reinforce the behavior because despite popular belief many gamblers are reinforced even when they don’t win. â€Å"WINNING PHASE Here the gambler is winning more than losing, has achieved a minimum of one big win. This early big win, bolsters the confidence of the gambler, causing ego to inflate, superior thinking and feeling over other participants. The gambler in this phase begins to spend more time gambling, is gambling for and with larger amounts of money. Winning streak begins to wane, losses start. LOSING PHASE In the losing phase, the gambler begins betting even larger amounts. The gambler accepts the fact that these losses are part of the game. The gambler bets on the long shots, knowing chances are not good for winning, however will pay big if win occurs. The gambler is now losing more than winning. In an attempt to gain back the money lost, the gambler spends more time gambling. Gambler must frequently lie to family, friends, employer, even casinos to convince them that the gambler is still a happy person and all around good person. Deep financial troubles begin. Using lying techniques, the gambler is able to convince employer, family, etc. , of some type of cataclysmic disaster, which requires a borrowing of large amounts of money. Soon the gambler is using this bailout to gamble more. The gambler life has now become unmanageable, family life is increasingly difficult, with deterioration occurring. DESPERATION PHASE During this phase, the majority of the gambler’s time is preoccupied with gambling on all levels. The gambler has no control over the gambling, to alleviate the inner pain, the gambler gambles, knowing the odds of wining are gone, and it does not matter. Lying is out of control. The gambler has one focus and one goal†¦get money in which to gamble with regardless of costs. Family life has deteriorated to the point of non-existence. Illegal activity is now a norm. †(paraphrased from Journal of Addictive Disorders) These phases help explain the reinforcement of pathological gambling along with more well known factor such as the adrenaline rush, the gamblers fallacy, instant gratification and payout. Enabling factors help keep a pathological gambler stuck in their ways and should be avoided as much as possible. Enabling factors can include dwelling on regrets, the focus of could’ve beens. (Pathological Gambling Resources) Looking for quick fixes for gambling addiction can also end up making the problem worse, pathological gambling is an illness that needs in depth treatment and support to be overcome, not a quickfix as those never entail the lifestyle change necessary to change an addicts life. Excluding those afflicted from normal activities or interactions as punishment or a means to help is also a counter intuitive strategy, Addicts need love and support and pushing them away may only compound upon the problem. Furthermore â€Å"Enabling is when you do anything that helps the gambler to continue with his addiction. For example, if you pay his bills for him, lend or give him money, you become an enabler. If you lie to help him cover his lies, you are an enabler. Or if you offer ultimatums in order to control his behavior, you are an enabler. Even if you in any way, directly or indirectly, make it easier for him to continue with his compulsive gambling, you are an enabler. †(Nguyen) Just like an accomplice is guilty in a murder an enabler is guilty through association. Although these may relieve the problem temporarily in some situations, it is always adding to the problem and hurting the addict. Goals And Objectives Our goals are a little more long-term related and the objectives are more specific short term goals. We are focusing more on educational endeavors for the families and friends of the afflicted as this builds the supportive environment necessary to truly help pathological gamblers. Our goals will focus on creating an increase in awareness in the Austin area of pathological gambling, it’s causes and effects, on individuals as well as the community as a whole. We want to create larger supportive environment in the community through the families and friends of the afflicted primarily through educational and awareness increase regimes. As well as provide increase in overall education on the matter for the community, even those not directly affected. As previously mnetioned these goals are broad and wide reaching. Our objectives however are more specific. We want to introduce educational, communication and family based interventions for the increase in awareness of pathological gambling. We will also work with the community and families to ensure interventions are done correctly and effectively fulfilling the needs of the afflicted and their loved ones. Finally but not least in importance we want to gain access to funding and support that will help establish effective educational based, wide reaching and successful intervention programs and learning processes.

Gerontology Case Study Essays

Gerontology Case Study Essays Gerontology Case Study Essay Gerontology Case Study Essay Comprehensive Scholarly Paper Gerontology is the scientific study of old age, the process of aging, and the particular problems of old people. With maturation the elderly suffer from age- related changes that effect their overall health and day to day living. Even those these changes provide limitations that can be lived with, these changes can also exacerbate many medical conditions. The elderly client I decided to evaluate, H. J. is a 76 year old african american female, that has a past medical history of chronic heart failure, myocardial infarction, hypertension, asthma, and renal mass. H. J. also has a past surgical history of a left mastectomy. She is retired and lives at home by herself and has one daughter. Some of her medical conditions are definitely effected by age as well as lifestyle. With age the heart and blood vessels undergo many changes. In the heart with age the SA node loses some of its cells, this may result in a lower heart rate. Abnormal rhythms such as atrial fibrillation, these arrhythmia are often due to heart failure. Hypertension in the elderly is also common. With an increase in age the systolic blood pressure can increase up to 20 mmHg on its own. : The baroreceptors become less sensitive with aging. This may explain why many older people have orthostatic hypotension. With all of these heart changes it is important that the elderly are educated about lifestyle changes. While H. J was a patient in the hospital she ordered a heart healthy diet, which helps control blood pressure and cholesterol. The patient also had a history of a stroke, which also has to do with lack of blood flow to the brain. The prevalence of all these medical conditions increase with age when the elderly are not properly taking care of themselves. It is important to be eating a healthy diet, exercising, and refraining from the abuse of substances. By this client being a previous intravenous drug abuser she is even more exposed to complication. Drug abuse can, cause cardiovascular conditions ranging from abnormal heart rate to heart attacks. Injected drugs can also lead to collapsed veins and infections of the blood vessels and heart valves. There are many considerations when it comes to medications and the elderly. Age-related changes often affect the action and availability of the medications in the body. Many of the elderly are also non-adherent to medication. For example although H. J was administered several medications in the hospital such as lovenox, protonix, Plavix, bactroban, methadone, and multivitamins, there was no list of medications in her file for reconciliation and I am almost certain it is because she refuses to take them. Just in that day I witnessed her refuse several medications as well as labs, while in the hospital. Following her many hospital visits she has been ordered several medications to be continued at home, but does not want to take them for her own ersonal reasons. There are many factors that can contribute to non-adherence which include; depression, cognitive impairment, isolated living conditions, finances, beliefs, adverse effects and knowledge deficit. It is likely this patient did not want to about how much the medicine could help her if she did take it. The medicine she was sure to take was her methadone. Methadone is mainly given to patients who suffered from a drug dependency and causes irritability when in between doses. Drug users who are struggling with a dependency definitely have a cognitive impairment and are ot often thinking with a clear head. Polypharmacy is also a issue with the elderly because of drug interactions. The elderly are more at risk for medication-medication interactions due to the fact they are prescribed so many medications. H. J did not have many functional limitations documented on her chart. She was able to feed herself without assistance, but did require assistance getting to the bedside commode. Since she is unable to get to the restroom alone in the hospital, it is a wonder how she maintains living at home alone. With her ambulation problems he is definitely at risk for falls at home. Each year, one in every three adults age 65 and older falls. Falls can cause moderate to severe injuries, such as hip fractures and head traumas, and can increase the risk of early death. It is important to teach older adults who live at home alone how to decrease the risks of falls. They must remove tripping hazards such as rugs, improve lighting, and add grab bars where needed. Instrumental activities of daily living would be even more difficult to complete for H. J. Assessment of her functional status in the hospital showed that some level ssistance would be necessary at home to complete tasks such as medication management, transportation, and bathroom assistance. Upon assessment I did observe some cognitive impairment which I believe was due to the effects of medication. Prior to the administration of methadone H. J was very uncooperative and unable to answer basic questions related to pain rating and orientation. She did not want to be bothered or assessed at all. About an hour and a half later following her medication administration she was much more talkative playful and willing to answer any questions I had to ask. She was also even willing to explain why she refused her MRI which was due to claustrophobia. Elderly people are more likely than younger patients to develop cognitive impairment as a result of taking medications. This reflects age- and disease-associated changes in brain neurochemistry and drug handling. The client felt very relaxed and at ease when her daughter came to visit. H. J was even more lively and at ease when her daughter came to visit. Family support is very important to the elderly. Without family visits or attenti on, the elderly may fall into a depression, or feel all alone. A big part of any elder care program is to give emotional support. Studies show that this can improve life expectancy by several years, and create a more positive and optimistic environment for the aged. H. J lives independently at home, but with the amount of assistance she requires in the hospital setting revealed that assistive devices such as a cane or walker may be necessary. After observation I also think it would be a excellent idea for her to move in with a family member or live in a assisted living facility if someone in the family is unable to provide care. Many elderly people will live without assistance until it is offered or they are hurt. Transitioning from independent living to assisted living can be difficult. It is important to remind the client that they are not being stripped of their independence. include educating her. Most of her issues, such as refusal of medication stem from not being educated on how medication and lifestyle changes can help with her overall health. Many elderly clients are set in there ways and are not educated about modern methods of treatment. None of the nurses really explained to her why he should get the MRI or take lovenox when she refused them. Sometimes a personal relationship needs to be built, so that a client can understand you genuinely have their best interest at hand. Physical therapy would also be a recommendation. Physical therapy is a non-medicinal method to increase strength, flexibility, range of motion, endurance and alleviate pain. Falling is such a big risk for the elderly, physical therapy puts patients at a lower risk for falls. People often are unsure about physical therapy because of the financial aspect, but some Medicare nd Medicaid plans cover the costs. I would also recommend another type of housing option. A continuing care retirement community or assisted living facility would be good options. They both offer nursing home care, however a assisted living community would go a little further and offer meals, social activities. Having elderly clients transition from a independent home setting to an assisted living facility can be difficult and also is sometimes associated with a negative image, but it is important to explain to the client how much safer it is. Their are many myths about age. People believe that with age decline is inevitable, but it is important to remember that regardless of age every elderly person should have the right and opportunity continue to live a safe, comfortable, and enjoyable life. And even with decline there are many options out there to make sure there is good quality of life available to patients that are suffering. References Aging changes in the heart and blood vessels: MedlinePlus Medical Encyclopedia. (2012, September 4). U. S National Library of Medicine. Retrieved December 9, 2013, from nlm. nih. ov/medlineplus/ency/article/004006. tm Aging changes in the kidneys and bladder: MedlinePlus Medical Encyclopedia. (2012, November 10). U. S National Library of Medicine. Retrieved December 9, 2013, from http:// www. nlm. nih. gov/medlineplus/ency/article/004010. htm Falls Among Older Adults: An Overview. (2013, September 20). Centers for Disease Control and Prevention. Retrieved December 9, 2013, from cdc. gov/homeandrecreationalsafety/ falls/adultfalls. html Feature, W. (n. d. ). Physical Therapy a Boon for Seniors. WebMD. Retrieved December 9, 2013, from webmd. om/healthy-aging/features/ hysical-therapy-benefits-for-seniors Miller, C. A. (20122012). Nursing for wellness in older adults (Sixth ed. ). Philadelphia: Wolters Kluwer/Lippincott Williams Wilkins. Moore, A. (1999, July 15). Result Filters. National Center for Biotechnology Information. Retrieved December 9, 2013, from ncbi. nlm. nih. gov/pubmed/10459729 The Importance of Family Support for Elderly Well?„ Being. (2011, April 27). San Diego Home Care. Retrieved December 9, 2013, from http:// homehealthcaresandiego. wordpress. com/2011104/27/the-importance-of-family- support-for-elderly-well-being/