MHR2006 MENTAL HEALTH Essay Example | Topics and Well Written Essays - 2250 words

MHR2006 MENTAL HEALTH - Essay Example 1049). It is estimated that this adolescents have a greater risk of developing drug and substance abuse as compared to adults. About 7.6 percent of adolescents, aged 12-17 meet the criteria of dependence on abuse of illegal drugs or alcohol (Burn, et al., 2004, p. 964). In terms of mental health problems, it is usually caused by abuse of drugs such as marijuana, and alcohol and it is the case in most situations that the mental problem tends to increase abuse of these substances. The above facts relate to johns situation in which case he started abuse of drugs such as marijuana at the age of ten. It is most likely that his drug abuse habits have been the root cause for his mental health problems. A comprehensive assessment of John’s situation will require the use of the basic screening and assessment approach of persons with co-occurring disorders given by the Substance Abuse and Mental Health Services Administration (Substance Abuse and Mental Health Services Administration, 2010). This will require a systematic assessment process that will be able to lead to an appropriate treatment plan for John. The first step towards assessing John’s co-occurring disorder is to engage with him and let him open up to share freely by creating a good rapport and comfortable environment. With this achieved john is able to share his situation and share important information that is required for the assessment process and diagnosis. Fortunately, the practice nurse attending to John has been able to achieve this state by making John feel free to share his story and problems. The second step involves identifying John’s family or any other collaterals who may be familiar wit h his history. This is because his condition may inhibit him from reporting accurate instances of his past or present. It is also important considering John’s

The contributions of perfomance management systems

The contributions of perfomance management systems The need for effective performance management has grown in organizations for various reasons. Such reasons include providing appropriate employee rewards, managing employee competencies, indicating the degree, nature, acceptability or unacceptability of work and measuring extent and process of goal attainment (Shields 2007). To ensure an effective and efficient performance management, performance management systems (PMS) have been developed and implemented in many organizations today. Linge and Schiemann (1996), de Waal and Coevert (2007) and Lawson et al. (2003) cited in de Waal and Counet (2008) agrees that PMS is a critical contributor to top class performance and quality output of organizations. Consequently, when critically assessing the main contributions of PMS to organizational and individual performance, the impact of such contributions on the organization and individuals will be considered as the measuring unit. 2.0 Contributions of Performance Management Systems The nine main contributions of PMS to organizations and individuals includes: consolidating operational information to reflect a single meaningful picture of the organization, developing realistic performance and business goals, developing well-structured business plans with proper risk management measures, developing processes that change with the business environment, providing ease of information analysis, providing opportunities for performance improvement, enhancing trustworthy reporting, increasing confidence in business execution and improving the performance culture of the organization (Dresner 2008). Each of these contributions will be considered in details. An effective PMS pulls data from different organizational systems and presents the information in a timely, accurate, relevant, consistent and controlled manner. When relevant and critical information is stored away in individual departments, it becomes difficult for management at any level to see the performance of the entire organization. This hampers or degrades the quality of decisions made since relevant information is not available or is not available in a timely manner. Moreso, management reports about the different business units will not be accurate and consistent since the information is incorrect. When management is able to see the entire organization, it will be possible to determine the key performance indicators of the organization ascertain real performance drivers and produce consistent and reliable organization reports (Dresner 2008, pp. 141-2). A good PMS helps management develop realistic performance expectations of the business units in the organization. When management lacks a basis for setting performance goals for the organization, the goals becomes unrealistic, irrelevant and meaningless and results in wasted resources, demotivation of employees and unnecessary refinements of business goals. Suitable performance management applications enable managers to develop appropriate business and performance goals on a sound basis (such as the organization corporate strategy), communicate appropriately these goals, take responsibility of these goals, and drive the success of these goals. These ensure managers align all the business units goals to the corporate focus of the organization (Dresner 2008, pp. 143-4; Johnson, Scholes Whittington 2008). A properly structured PMS enables an equally structured business plan. Such plans includes appropriate feedback mechanisms and appropriate performance measurement metrics. When management is knowledgeable of the key performance indicators of the business and the plan is properly structured to ensure negative conflict is reduced between the business units, business results can be reasonably forecasted. Additionally, when business plans are aided with contextual information such as industry benchmarks, customer satisfaction surveys, call center reports, revenues, profit and cash flow reports, management will measure relevant performance activities, demonstrate reasonable achievable results to stakeholders and reduce risks because the basis of the plan informs the relevant risks the organization should be concerned about (Armstrong 2006, pp. 48-52, 90-7; Dresner 2008, pp. 144-5). A desired PMS assist organizations to adjust their strategic, tactical and operational plans when the business environment changes (Armstrong 2006; Wiesner Millet 2001, p. 117). Such robust plans do not necessarily sacrifice core business priorities or primal intra-dependencies in the organization rather it is incremental depending on emerging opportunities or changes in business environment (Grant 2005). When managers at all levels develop plans with changing business conditions in mind, the need for a dynamic planning process begins to emerge. Such realization enables an organization to develop the culture of continuously matching corporate plans with current realities, refines previous forecasts based on current knowledge and aligns individual business unit activities to current happenings. As a result management is constantly abreast with the present, improves critical planning competencies and modifies communication across the organization. This competence leads to better perfo rmance and an organization that approaches the future with confidence (Dresner 2008, pp. 145-7). A robust PMS presents information in a way that enables easy retrieval, comparison and evaluation of data. A PMS contributes more to an organization when it does not only pull information to a single point but compiles, compares, contrasts, evaluates and presents meaningful results from such data. Moreso, when actions are critical for the business, built-in prompts in the PMS alert for such critical actions to be carried out. Such automatic features increases the visibility of the organizations performance, ensures managers act efficiently and effectively and ensures the business remains competitive (Dresner 2008, pp. 147-8). Interestingly, a good PMS provides individuals and business units across the organization with an opportunity to improve performance. This performance improvement begins with the performance accountability culture that results when a PMS is used daily in controlling and managing the organization. Hence, accountability enables employees and managers to be responsible for their performance and when mistakes are made, consequences observed, corrections made and positive results emerge from the corrections made, this improves learning and performance (Dresner 2008, pp. 148-9). A functional PMS assures and ensures that organizations publications are trustworthy. When a PMS collates, analyses and consolidates information in a timely manner from all the business units into a single platform, managers at all levels can access, integrate and certify published reports since there is sound basis for its composition. The organization will be able to confidently report key performance drivers to the organization and stakeholders. When the PMS is built with suitable capabilities organizations can publish consistent, relevant and accurate reports in less time and with less effort (Dresner 2008, pp. 149-50). An enterprise wide PMS ensures proper guide is provided for smooth execution of business plans across the organization. When a PMS has all the planning information, integrates all the changes and relevant refinements of business decisions and goals across the organization, incorporates all the resources required to achieve the set out objective of the business units, management will be able to provide clear direction on the execution strategy of the task. Managers at all levels will be able to carry out the business executions confidently, communicated appropriately and effectively the progress and status of the executions. When a PMS can provide an end-to-end operational support structure, managers can confidently decide, monitor and report real time impacts on business decisions which enhance top quartile performance (Dresner 2008, pp. 150-1). A comprehensive PMS builds a generally performance-driven and accountable business organization. When a business operates a PMS that is used to control and manage the organization daily, enormous data of information gained from various business aspects would provide enormous insight into key performance criteria of the organization. An organization emerges that focuses and gains experience in performance-related information gathering, performance-related activity alignment, performance-driven business planning, performance-related analysis, performance-related monitoring, forecast and reporting and a general performance driven culture. These make an organization and employees of the organization more competent and perform better and manage the organization better (Dresner 2008, pp. 151-2). The impact of the main contributions of PMS begins with the nature of PMS implementation in the organization. 3.0 Lessons learned from Performance Management Implementation The article Lessons learned from performance management systems implementations reveals problems that are encountered during the implementation and use of PMSs. Serious problems with PMS implementations could mitigate the contributions expected to be derived from the use of PMS. The article records that fifty six percent of PMS implementations fail before organizations can realise any meaningful benefit from the system (de Waal Counet 2008). In other words, PMS only contributes to organizational and individual performance forty four times for every hundred attempts at its use. 3.1 Causal factors The consideration of the causal factors resulting in PMSs failing at the implementation stage or if implemented not effectively used in organizations is therefore significant. Identified problem areas contributing to this failure includes senior and middle level management paying less importance to the PMS implementation, prolonged, extended and unanticipated resource requirements during implementations, complete lack of resources for the PMS implementation, unfavourable environmental pressures during implementations, perceived lack of focus of the PMS implementation by employees, lack of or not long enough enthusiasm by senior and middle level management on the PMS implementation, mounting resistance or low commitment by employees to the implementation and use of the new PMS, lack of adequate information and computer technology (ICT) infrastructure to support the implementation and use of the PMS, poor use of the PMS by management (such as using it as a punitive tool for employees), incompatibility of PMS with the organizations main objectives, constricted use of PMS (such as only a reporting tool), poor definition and/or poor linkage of the relevant measurable key performance indicators (KPIs) to different individuals and departments of the organizations, lack of competence in the use of PMS, too many or wrong KPIs measured by PMS, lack of an organization change strategy for the use of the new PMS, lack of and/or poor motivation mechanisms for employees in the use of new system, poor performance culture in the organization, no single point responsibility of PMS, lack of or poor general maintenance of the system, difficulties in getting relevant data for performance calculations, no plan to embed its use in the organization beyond management changes and perceived lack of improvement in the organization after using the system for sometime (de Waal Counet 2008). The most important problem areas that had the severest consequences were a lack of top management commitment; not having a performance management (PM) culture; PM getting a low priority or its use being abandoned after a change of management; management putting low priority on the implementation; and people not seeing (enough) benefit from PM (de Waal Counet 2008, p. 367). The enormity of the problems relating to PMS implementation and use reveals the seriousness of removing these impediments if PMS must have a chance to positively contribute to the performance of organizations and individuals. 4.0 Successful Performance Management Implementation The assessment of a properly implemented PMS is important to the performance health of any organization. The American Productivity and Quality Center (2004) reveals the results of successfully implemented PMSs in five companies namely Bank of America, Crown Castle International, JetBlue Airways Corporation, L.L. Bean and Saturn Corporation. It highlights ten success factors that ensured such successful PMS implementation as including the organization measuring its important objectives, incorporating the performance system into its daily operations, reflecting the organizations maturity level in the PMS, making provisions for flexibility in the PMS, simplifying processes in using the PMS, creating successful change plans from the old PMS (if existent) to the new PMS, ensure transparent communication from the PMS to the organization, incorporates the PMS into the organizations culture, structure the PMS with organization structure and ensure a commitment to action based on the results of the PMS. 4.1 Analysis Therefore, the successful implementation of the PMS impacted positively on the organizations. Since the use of PMS represented ninety-four percent of the organizations activities, it can be said that the PMS was applied to the daily operations of the organizations. The result is that business objectives were directly impacted positively. For example, the Bank of America recorded an increase in customers checking account and increase in earning per share. Crown Castle was able to improve their cash flow positively and in some cases beat market expectations for the company. Similar successes were recorded by the other organizations studied. Additionally, organizations were able to demonstrate these positive impacts easily since the use of the system makes all the organizations efforts visible and transparent. For example, Bank of America incorporated a customer performance analysis that enabled the bank demonstrate how and where it had to improve in relation to their customers. Similar ly, L.L. Bean was able to demonstrate analysis of its normal activities in comparison to its seasonal engagements. Other organizations shared the same positive outlook. Subsequently, PMS contributed to the continuous improvement efforts in the organizations. The organizations were able to manage their corporate balance scorecard, manage improvements to the company process and develop future plans based on such improvements. For example, Saturn was able to improve their customer relationship by adapting its PMS to focus on six core values of customer enthusiasm, retail partnership, passion to excellence, teamwork, trust and respect for the individual which resulted in their retailers sharing the same system, consistency in reporting and measurement of criteria. The use of PMS ensured that all the levels of the organization were able to predict future impacts on the business which means that future strategic, tactical and operational plans will be easily broken down and aligned with t he organizations departments. For example, L.L. Bean linked the lower level plans to individuals and the various expected individuals activities calculated to determine the corporate performance indicator. Another area of positive impact was the ease or review and reporting with the use of PMS. Unlike traditional staff performance appraisal that occurs at the end of the year, functional PMSs made it easy to observe, assess and report daily, weekly, monthly, quarterly or when required. If the PMS is not delivering on the intended objectives, amendments can be made with little disruption and impact to the business. For example, business performance in Bank of America and Saturn are inputted and analyzed daily to determine gaps, causes, corrective measures or changes in business approach (American Productivity and Quality Center 2004). 4.2 Lessons learned from successful Performance Management System Implementation Hence, the key lessons from these successful implementations highlights the criticality of organizations leaders and employees maintaining commitment to the PMS, populating it, using it daily, embedding it into the organizations culture and training staff. Interestingly, this finding agrees with de Waal and Counet (2008) in the article Lessons learned from Performance Management Implementations in which lack of management commitment was among the severest detriment to successful PMS implementations. Moreso, the implementation revealed that when the organization is assisted by the PMS to be proactive and the organization feels that it is achieving its strategic plans, the PMS continues to remain relevant and effective to the organization. When the PMS is perceived as uncomplicated, provides information to the different departments when needed and enables rewards of hard working employees, the PMS will be easily maintained to provide the critical performance measurements needed by the organization (American Productivity and Quality Center 2004). 4.3 Assessment of the contributions Therefore, a critical assessment of the impact of PMS on Bank of America, Crown Castle International, JetBlue Airways Corporation, L.L. Bean and Saturn Corporation based on successful implementations of PMS could be stated as ensuring business objectives are positively achieved, visible and transparent demonstration of efforts towards goal attainment, highlight of organization improvement areas and efforts applied, prediction of future impacts on the organization, ease of reporting and review of key performance criteria of the organization. Thus, it can be said that these organizations have been impacted positively through the use of the PMS. Therefore the author in its critical assessment is in favor of the argument that PMS delivers enormous value to both individual and the organization and its use should be sustained when implemented. 5.0 The Scorecard System More specifically, a popular performance management system in use today is the scorecard system. Many companies have deployed the use of the scorecard system in strategic management of their organizations performance (Hatch, Lawson DesRoches 2008, p. 7). The impact of using the scorecard system on Suzano Petroquimica Company is assessed next. 5.1 Application of Scorecard System to Suzano Petroquimica Suzano Petroquimica Company (SPQ) is a Latin American industry leader producing polypropylene resins and a major producer of thermoplastic resins in Brazil. With a production capacity of 685,000 tons/year distributed across Latin America, SPQ continued to expand to consolidate its leadership position in the polypropylene business with the goal of being the second largest producer of thermoplastic in the region. SPQ advanced to becoming joint controlling shareholders in other companies that supplied them the raw materials for their business. In 2005, SPQ earned a gross income of $980 million representing a 126 percent sales increase with its 474 employees (Hatch, Lawson DesRoches 2008). That same year SPQ was inducted into the Balanced Scorecard Hall of Fame due to its massive success in the use and application of the balanced scorecard framework in managing and improving its company performance. To fully understand the impact of the performance management tool (scorecard system) used by SPQ, consideration of the process that resulted in such massive success is explored. To achieve their vision of industry leader in 2003, SPQ followed the process of change management, implementation and observation. During the change management phase, SPQ had to inform the employees clearly of the planned change to the use of the scorecard system, the reason for the change, benefits of employees embracing the change, develop a strategy for measuring, monitoring, assessing and correcting performance at all levels in the organization. During the implementation, SPQ dissected the corporate strategy and assigned actionable parts of the strategy to individuals and departments making the individuals and teams responsible for the outcome of their assignments. To align the entire perspectives of the organization, 650 measures were monitored by the scorecard system. Measures relating to finances were tied to the financial planning system and automated to enable real time cost monitoring. Short term, medium term and long term goals of the organization were also tied to the scorecard system wherein senior management would review the relevant measures to determine the performance and needed performance adjustments required for the different range of goals. Furthermore, to align employee actions to the scorecard system and ensure organization wide use and acceptance, SPQ linked the remuneration system, bonuses, individual objectives and corporate team incentives to the scorecard system. Apart from SPQ achieving industry leader status, it was observed that SPQ noted many benefits from its implementation of the scorecard system. Such benefits included improved and integrated communication between individuals and teams and between teams and management, corporate strategy communicated in a simplified manner, corporate goals performance were linked to remuneration, effect of performance on the measures monitored were visibly related to the corporate strategy, employee actions were aligned to corporate goals and strategy, entire organization worked as shareholders in the company and positive changes of employee behavior since rewards were tied to performance (Hatch, Lawson DesRoches 2008, pp. 131-3). 5.2 Assessment A critical assessment of the contributions of the performance management system scorecard system reveals many positive impacts on SPQ. Implementing the use of PMS in 2003 and within two years achieving the industry leader status as an organization is a massive feat. Additionally, the application of the PMS to individual performance in the organization is significant wherein individuals objectives were not only linked to corporate objectives but hardworking individuals would be rewarded accordingly based on their performance. The author agrees with the evidence that Performance Management Systems contribute positively to organizational performance. However, the author recommends that the linking of individual performance to remuneration and rewards should be categorized (years of experience, degree of training etc.) and with a reasonably fixed remuneration baseline. This is to ensure that new recruits are kept reasonably motivated to continue improving their performance since they w ill not necessarily be able to perform like the more experienced employees. 6.0 Criticism of Performance Management Systems Notwithstanding the benefits of PMS, the current applications of PMS have been criticized on many grounds. Earlier scholars believed that there is too much emphasis on performance rather than individual learning embedded in the PMS. It is argued that a learning approach should be encouraged more in organizations than a performance-based approach towards employees. For example, Barrie and Pace (1999, p. 295) cited in Swanson and Elwood (2009) argues that it is the performance perspective that denies a persons fundamental and inherent agency and self-determination, not the learning perspective. All of the negative effects of training come from a performance perspective. Moreso, Bierema (1997, p. 23-4) cited in Swanson and Elwood (2009) adds that the machine mentality in the workplace, coupled with obsessive focus on performance, has created a crisis in individual development and that valuing development only if it contributes to productivity is a viewpoint that has perpetuated the mech anistic model of the past three hundred years. Dirkx (1997, p. 43) cited in Swanson and Elwood (2009) decries that even the so-called learning that seems to be projected in PMS are defined according to the perceived needs of the sponsoring organization and the work individuals are required to perform regardless of its contribution to the ultimate societys economic competitiveness and therefore the learning is simply a market-driven education. Additionally, Smither and London (2009) criticises four aspect of PMSs namely performance appraisal, accountability, excessive goals and contesting priorities. The philosophy of the performance appraisal aspect of PMS have been criticised as often being poorly developed in organizations and which is usually ill-executed. Also, when there are external and overarching factors such as effects of organizational structure, technology enablers or supply chain resources shortfalls, even a high performer may fail to reach set goals of which these causes may not be discounted in the PMS. Moreover, the idea of performance appraisal usually disruptive conflicts that negatively affect teamwork and damage relationships. It also confuses workers who wonder if there should always strive for the highest rating or identify areas of personal development and risk low performance rating. Therefore employees are usually placed in a position to do what is expected to be done and not necessarily what is kn own to be right because of the fear of being called the low performer. In this context also, performance appraisal can lower self-esteem which can affect workers motivation (Davidson et al. 2009). Accountability is an important part of the PMS. The competence of managers to truly analyse an individual enough to carry a complex psychological process of setting appropriate goals for many individuals, mentoring and coaching them is questioned. Moreover, the ability of managers in the performance management process to balance the roles of telling an employee that the employee is a low performer while at the same time he is expected to be the coach and mentor is questioned in the process. Goal setting is critical to PMS. Locke and Lotham (1990) cited in Smither and London (2009) emphasizes that if there are many goals and enough time it can be accomplished but when there are many goals to be executed at the same time performance can be mitigated. Practitioners suggests seven goals (Smither London 2009) but many organizations have much more goals and sub-goals designated to individuals and teams which is argued will be counter-productive explaining the reason PMSs are not effective. Contesting priorities is a fact of business that draws on the competence of managers and employees. Managers have realised that in the normal course of business huge tradeoffs usually occur beyond the ability of the manager to control in order to achieve the most pressing goal. The application of the balanced scorecard (BSC) proposed by Kaplan and Norton (1996) focussing on assessing performance on four broad areas of the business has been criticised as unrealistic in measuring individual performance since due to tradeoffs, should not be expected to meet all the goals, hence PMS explained as ineffective (Smither London 2009). 7.0 Conclusion and Recommendations Conclusively, a critical assessment of the contributions of PMS to organizational and individual performance reveals that PMS delivers many benefits to the organization when properly implemented. However, organizations confirm that individual performance is improved when Performance Management Systems were deployed. While the debate continues as to the overall benefit of the PMS from an individuals viewpoint, the author believes that Performance Management Systems should be implemented in a manner that satisfies the needs of the individual while satisfying the organizations objectives. While the balance of objectives between individual and organization will not be easy, organizations that make the effort will continue to benefit by retaining the best of workers in the industry.

They Just Dont Understand Essay -- Personal Narrative Family Culture

They Just Don't Understand As the weekend drew in I knew that it’s going to be another battle between my mom and me. About whether or not it is acceptable for me to stay out till the club closes, or if I should just stay home and live like a hermit and study. I respect my mom very much, and in no way do I want to give her a hard time, but come on If your 18,19 years old don’t you feel that you deserve at least a little bit of freedom. People always tell me that â€Å"she is worried about you because you are her only son† and things like that, which I already understand. I know that every ones parents feel like that about them. I think that what adds to the fire is the fact that she was raised totally different than me, in a totally different country with totally different customs. This I feel has a great effect on the way she treats me here in America people go out to clubs, people party and have fun on the weekends, where my mom grew up it was totally different. My mom was raised on a small farm in Rorzniaty Poland; it is a really tiny town, not even two miles in total going north, south, east, and west. Her parents were pretty religious folks and she was a total study addict. All she would do is help out in the field come back home bathe, eat and study. There were really no clubs or anything she can go to, and only from time to time did the school have a dance. Basically her child hood consisted of studying. After high school she went on to the University of Krakow where she studied education. Only then did she start to live a li... ...e that we are not in Poland any more and that most of my years were spent here so I adapted to the way things are. She should really try to adopt to the way things are here, and I do talk to her and it is getting better but still there are those times where it all just goes back to square one and it seems like all the talks were just a waste of time. Many different cultures and many different generations will be put through the same cycle, some will adapt and others will not, some will try others will not, but either way we all should just try to bare with them because the chances are that the ones who will be against you doing what you do will be your parents, and whether it is going to be because of there age difference or there cultural difference, is up to them, but I guess in a way it is up to us to understand them if its so hard for them to understand us.

Superstition: Truth and Fear

What is superstition? According to the dictionary, a superstition is an irrational fear of what is unknown or mysterious, especially in connection with one’s religion. Often, a superstition is nothing but a senseless belief which arise from one’s fear or ignorance. Some superstitions may come off as logical but most of the time, they are ridiculous. However, even though most people know that superstitions are based on pure imagination and are nowhere close to the truth, some people still become controlled by the superstitions they believe in and this is very unhealthy.Superstition has become a worldwide phenomenon which people in every country believed despite its absurdity. Due to the fact that superstitions are often against the known laws of science and reasoning, they tend to be defined as beliefs based on ignorance and fear, and are found in various forms and practices. Superstitions have existed way back since ancient times. Primitive people were ignorant about th e truths of science and were at the mercy of nature.They could not understand why there was such a change taking place around them and there was fear. They were afriad of offending what they had respected and worshiped, and they feared of suffering the wrath of whom they called gods, and whom they called the â€Å"evil spirits†. Of course, they feared of having to pay back for the sins they had once committed. The sense of insecurity and the fear of the unknown forces in the universe are ingrained our natural instincts. Even the educated people are not freed from these.They could not eliminate this fear from their minds. Thus, it was believed that fear was what gave rise to superstition. Due to fear, superstitions could also drive someone to commit horrifying crimes. For example, women who were suspected of practicing witchcraft were tied and burnt alive in the past, while child sacrifices used to be made to please gods. Superstitions gave excuse for people to commit crimes i n the name of warding off the â€Å"evil spirits† or pleasing the gods.However, none of these actions should ever be condone due to the fact that the superstitions are nothing but nonsense without concrete proof to back them up. Ignorance and the fear of the unknown can be said to be what made the fertile ground for superstitions. Therefore, in order for superstitions to be exposed, one should only follow the ones with concrete scientific and logical proof and scientific outlook should be cultivated to expose superstitions.

The Sublime and Architectural Theory

As Michael K. Hayes comments in Architecture Theory since 1968, a typology to emerge in the mid eighteenth century was a return of architecture to its natural origins, an example of the primitive shelter. This return and respect of nature was interestingly enough occurring across art, literature and landscape design simultaneously and internationally. It was as if people were warily eyeing the beginnings of the Industrial Revolution and entered into a love-hate tolerance of the machine age with the concepts of nature playing a reassuring role throughout these social and industrial evolutions.In reference to nature, the sublime countered many perceptions of the tamed environment through poetry, painting, national parks and urban design. The term â€Å"sublime† was first used to describe nature by British writers taking the Grand Tour of the Swiss Alps in the 17th and 18th centuries. The sublime was meant as an aesthetic quality in nature that was both beautiful and terrible, ho rrible and harmonious, appreciating the unexpected and dangerous forms found in nature that had been avoided in literature and art through the concepts of a more tamed and friendly environment.German philosopher Immanuel Kant reflects on the concept of boundaries between beauty and the sublime in his Critique of Judgment written in 1790. Distinguishing between the differences of beauty versus the sublime, beauty is connected with the form of the object, respecting the object's boundaries whereas the sublime is found in a formless object, boundless, unfamiliar and unexpected.The Romantic Period revealed a shift from the picturesque paintings of a controlled and safe landscape to paintings depicting the grotesque and beautiful as found in works such as Frederic Edwin Church's Cotopaxi , oil on canvas 1826, an opposition to the classical ideals of perfection. The concept of sublime evolved through the machine age with a sense of self-forgetfulness, an awe-inspired feeling of well-being and security when faced with an object or place of superiority.It is a realization of unavoidable suffering that is to be accepted and that the difficulties in life will never be completely resolved. The terrible, beautiful and inescapable sublime resonated with the social instability found in the Modernist period. These two movements faced suffering brought about by the consequences of the Industrial Revolution. Inescapably crowded cities meant survival was dependent on the proximity to work. Leisure was a little afforded luxury. As John Mitchell much later on discusses in his ook What Is to be Done about Illness and Health (1984), the attributes of a healthy life is a clean and safe environment, time for rest and recreation, a reasonable living standard, freedom from chronic worries, hope for the future, an adequate level of self-confidence and autonomy, and finally to have a worthwhile and fulfilling job. These well-being concepts were absent for many low and middle class famili es working in factories during the machine age and were threatened by social injustices of modern times.Throughout difficult times experienced in the Romantic period up through present day, the order and at times chaos of nature remained a constant influence in the perceptions of design and life. It would seem our societies distanced themselves from primitive nature through perfect geometry of the Classical movement, imitated nature through the rusticity of the hut and embraced the sublime during the Romantic period.It was as if a return to the most basic and natural state gave a sense of control over the uncontrollable, â€Å"the forest/city was to be tamed, brought into rational order by means of the gardener's art; the ideal city of the late eighteenth century was thereby imaged on the garden† The acknowledgment and connection of the roles of nature throughout our design history offered an outlying and abstract zeitgeist: a continuing spirit of admiration, reverence and fe arful respect of our natural surroundings as they are impacted by our industrial and socially changing cities.

How To Write Dates in Spanish

How To Write Dates in Spanish There is  a variety of subtle differences between writing common things in English and in Spanish. Such is the case with writing dates in the two languages: Where in English one might say February 5, 2019, a Spanish writer would express the date as 5 de febrero de 2019. Key Takeaways: Writing Dates in Spanish The most common way of writing dates in Spanish follows the form number de month de year.Names of the months are not capitalized in Spanish.With the exception of primero for first, the ordinal numbers are not used in dates in Spanish. Note that in Spanish the name of the month isnt capitalized. You can also spell out the number - as in cinco de enero de 2012 - but this is less common than using a numeral in the example above. However, in parts of Latin America, especially in areas with U.S. influence, you may also see the form abril 15 de 2018 in occasional use, and rarely you may see a period used in the year such as 2.006. Another important distinction is that in Spanish you should not imitate English by using ordinal forms such as tercero de marzo as a direct translation of third of March. The one exception is that you may say primero for first, so January 1st can be said as primero de enero. In numeral form, thats 1o, or a 1 followed by superscripted o, not a degree sign. Less commonly, the form 1ero is used. As in the examples below, dates are typically preceded by the definite article el in sentences. Sample Sentences Showing Use of Dates in Spanish El 16 de septiembre de 1810 era  el dà ­a de independencia de Mà ©xico. (Sept. 16, 1810, was Mexicos independence day.) La Epifanà ­a se celebras el 6 de enero de cada aà ±o en los paà ­ses hispanohablantes. (Epiphany is celebrated in Jan. 6 of each year in Spanish-speaking countries.) El 1 de enero es el primer dà ­a del aà ±o en el calendario gregoriano. (Jan. 1 is the first month of the year of the Gregorian calendar.) El proceso de recuento parcial comenzà ³ el 3 de mayo y todavà ­a continà ºa. (The partial recount process began on May 3 and still continues.) Desde el aà ±o de 1974, el primero de julio celebramos el Dà ­a del Ingeniero en Mà ©xico. (Since the year 1974, we celebrate the Day of the Engineer on July 1st.) Use of Roman Numerals and Abbreviated Forms In abbreviated form, Spanish typically follows a day-month-year pattern using a capitalized Roman numeral for the month. The units may be separated by spaces, slashes, or hyphens. Thus the abbreviated form of July 4, 1776, can be written in these ways: 4 VII 1776, 4/VII/1776, and 4-VII-1776. Theyre the equivalent of 7/4/1776 in American English or 4/7/1776 in British English. Common forms used for B.C. are aC and a. de C. -   for antes de Cristo  or before Christ - with variations in punctuation and sometimes the use of J.C. (Jesucristo) instead of merely using the letter  C. In scholarly writing, you may use AEC  as the equivalent of the English BCE, which means antes de la Era Comà ºn  or Before the Common Era. The equivalent of A.D. is despuà ©s de Cristo  or after Christ and can be abbreviated d. de C.  or dC  with the same variations as noted above. You also may use EC  (Era Comà ºn) for CE (Common Era). The abbreviations AEC  and EC  are even less commonly used in Spanish than their English equivalents are in English, mainly because they arent universally understood. They normally shouldnt be used unless demanded by the context, such as if writing for publication in an academic journal. Pronouncing the Years The years in Spanish are pronounced the same as other cardinal numbers are. Thus, for example, the year 2040 would be pronounced as dos mil cuarenta. The English custom of pronouncing the centuries separately - in English we typically say twenty-forty instead of two thousand forty - is not followed. Saying veinte cuarenta instead of dos mil cuarenta would strike native Spanish speakers as the mark of an English speaker. Using Prepositions With Dates Spanish does not use a preposition as the equivalent of on when indicating that something happens on a particular date. The date itself functions as an adverbial phrase, as it does in English when on is omitted. Such examples include la masacre ocurrià ³ el 14 de marzo wherein the phrase means The massacre occurred on March 14, with the Spanish word for on (en) not used. Similarly in English, one could correctly say The massacre occurred March 14.   During or throughout, on the other hand, can be added into the phrase by including the Spanish word for this, durante.  Such is the case in the Spanish version of the sentence Space exploration began during the 20th Century, which can be written as Durante el siglo XX dio comenzà ³ la exploracià ³n espacial.

The Meaning of Social Order in Sociology

The Meaning of Social Order in Sociology Social order is a fundamental concept in sociology that refers to the way in which the various components of society- social structures and institutions, social relations, social interactions and behavior, and cultural features such as norms, beliefs, and values- work together to maintain the status quo. Outside the field of sociology, people often use the term social order to refer to a state of stability and consensus that exists in the absence of chaos and upheaval. Sociologists, however, have a more complex understanding of the term. Within the field, it refers to the organization of many interrelated parts of a society. Social order is present when individuals agree to a shared social contract that states that certain rules and laws must be abided and certain standards, values, and norms maintained. Social order can be observed within national societies, geographical regions, institutions and organizations, communities, formal and informal  groups, and even at the scale of global society. Within all of these, social order is most often hierarchical in nature; some people hold more power than others in order to enforce the laws, rules, and norms necessary for the preservation of social order. Practices, behaviors, values, and beliefs that are counter to those of the social order are typically framed as deviant and/or dangerous  and are curtailed through the enforcement of laws, rules, norms, and taboos. Social Order Follows a Social Contract The question of how social order is achieved and maintained is the question that gave birth to the field of sociology. In his book  Leviathan, English philosopher Thomas Hobbes laid the groundwork for the exploration of this question within the social sciences. Hobbes recognized that without some form of social contract, there could be no society, and chaos and disorder would reign. According to Hobbes, modern states were created in order to provide social order. People agree to empower the state to enforce the rule of law, and in exchange, they give up some individual power. This is the essence of the social contract that lies at the foundation of Hobbess theory of social order. As sociology became an established field of study, early thinkers became keenly interested in the question of social order. Founding figures like Karl Marx and Émile Durkheim focused their attention on the significant transitions that occurred before and during their lifetimes, including industrialization, urbanization, and the waning of religion as a significant force in social life. These two theorists, though, had polar opposite views on how social order is achieved and maintained, and to what ends. Durkheims Cultural Theory of Social Order Through his study of the role of religion in primitive and traditional societies, French sociologist Émile Durkheim came to believe that social order arose out the shared beliefs, values, norms, and practices of a given group of people. His view locates the origins of social order in the practices and interactions of daily life as well as those associated with rituals and important events. In other words, it is a theory of social order that puts culture at the forefront. Durkheim theorized that it was through the culture shared by a group, community, or society that a sense of social connection- what he called solidarity- emerged between and among people and that worked to bind them together into a collective. Durkheim referred to a groups shared collection of beliefs, values, attitudes, and knowledge as the collective conscience. In primitive and traditional societies Durkheim observed that sharing these things was enough to create a mechanical solidarity that bound the group together. In the larger, more diverse, and urbanized societies of modern times, Durkheim observed that it was the recognition of the need to rely on each other to fulfill different roles and functions that bound society together. He called this organic solidarity. Durkheim also observed that social institutions- such as the state, media, education, and law enforcement- play formative roles in fostering a collective conscience in both traditional and modern societies. According to Durkheim, it is through our interactions with these institutions and with the people around us that we participate in the maintenance of rules and norms and behavior that enable the smooth functioning of society. In other words, we work together to maintain social order. Durkheims view became the foundation for the functionalist perspective,  which views society as the sum of interlocking and interdependent parts that evolve together to maintain social order. Marxs Critical Theory of Social Order German philosopher Karl Marx took a different view of social order. Focusing on the transition from pre-capitalist to capitalist economies and their effects on society, he developed a theory of social order centered on the economic structure of society and the social relations involved in the production of goods. Marx believed that these aspects of society were responsible for producing the social order, while others- including social institutions and the state- were responsible for maintaining it. He referred to these two different components of society as the base and the superstructure. In his writings on capitalism, Marx argued that the superstructure grows out of the base and reflects the interests of the ruling class that controls it. The superstructure justifies how the base operates, and in doing so, justifies the power of the ruling class. Together, the base and the superstructure create and maintain social order. From his observations of history and politics, Marx concluded that the shift to a capitalist industrial economy throughout Europe created a class of workers who were exploited by company owners and their financiers. The result was a hierarchical class-based society in which a small minority held power over the majority, whose labor they used for their own financial gain. Marx believed that social institutions did the work of spreading the values and beliefs of the ruling class in order to maintain a social order that would serve their interests and protect their power. Marxs critical view of social order is the basis of the conflict theory perspective in sociology, which views social order as a precarious state shaped by ongoing conflicts between groups that are competing for access to resources and power. Putting Both Theories to Work While some sociologists align themselves with either Durkheims or Marxs view of social order, most recognize that both theories have merit. A nuanced understanding of social order must acknowledge that it is the product of multiple and sometimes contradictory processes. Social order is a necessary feature of any society and it is deeply important for building a sense of belonging and connection with others. At the same time, social order is also responsible for producing and maintaining oppression. A true understanding of how social order is constructed must take all of these contradictory aspects into account.

Your guide to becoming a Certified Medical Assistant

Your guide to becoming a Certified Medical Assistant Healthcare is a hot industry, no doubt about it. As care becomes more advanced and an ever-growing population needs care in every aspect of health and wellness, these are jobs that will keep growing and demanding qualified professionals willing to take on these crucial roles. And while technology will continue to be a growth area for the field, the most in-demand roles of all may be the ones that handle patient care on the front lines, with and without cutting-edge tech. Certified Medical Assistants are just such professionals, who work directly with medical staff and patients to keep care running smoothly. What Does a Certified Medical Assistant Do?Certified Medical Assistants (or CMAs) are skilled, versatile professionals who may work in patient care assisting doctors, nurses, and other medical team members; in administration; or in a combination of both areas. They can be found in virtually any kind of clinical medical facility (hospitals, clinics, agencies, nursing homes, rehabil itation centers, government facilities) in support roles.A CMA’s tasks may include:Scheduling appointments and lab tests/proceduresAnswering phones and receiving patientsCleaning and preparing exam roomsTaking patient vital signs and medical history informationPreparing patients for specific procedures or testsExplaining treatment plans and follow-up care to patientsGiving injections or medications under the direction of a physicianPreparing patient samples for lab testsEntering patient information into charts and recordsAs you can see, CMAs take a large part in the everyday functions of a medical office, helping to make sure the basics are covered so that patients are receiving high-quality care. Thorough, accurate record-keeping is a large part of the role, as is being able to work equally well with both patients and other staff to make sure that information is clear and correct.Some CMAs have a more administrative focus, with their jobs more heavily weighted toward schedul ing, record-keeping, and managing the office aspects of a medical practice. Others are more oriented toward direct, clinical patient care, handling medical tasks and prep. The focus of the job really depends on the type of medical office and the skills and strengths of the CMA. For example, if you find you’re more inclined toward medical records expertise than drawing blood or taking blood pressure, there are CMA jobs that focus more heavily on administrative tasks.Medical assistants typically work a 40-hour work week, depending on the size and specialty of the practice.What Skills Do CMAs Have?CMAs need to have a pretty diverse skill set, given that their jobs can take on many different tasks.Medical skills: Medical assistants need to have a strong base in biology, anatomy, physiology, and science in general.Patient care skills: In addition to the medical know-how necessary to do the job, medical assistants also need to have strong customer care and service skills. They may be dealing with people as both patients and customers, and so need to have good people skills and bedside manner.Attention to detail: Small details can mean very big things when it comes to medical care, so CMAs need to have an eagle eye for details. This is especially true for administrative tasks like setting appointments and working with patient medical information, as inaccuracies can completely disrupt a medical practice, or a patient’s level of care.Teamwork skills: Medical assistants are crucial members of a whole medical team that may include doctors, nurses, administrative staff, and more. They need to be able to take directions from physicians and help ensure seamless care for the patients.Organizational skills: Efficiency and accuracy are two huge skill areas for medical assistants. CMAs may be juggling a waiting room full of patients on an aggressive appointment schedule, or need to process large numbers of samples for lab testing. Keeping everything calm and orga nized is essential.Communication skills: CMAs need to be able to record complicated medical information, as well as potentially be able to explain instructions or treatment plans to patients. Listening skills are crucial, as is the ability to communicate clearly with people at all points in the process to make sure that patients are getting what they need, and that other medical staff have the information they need too.How Much Do CMAs Get Paid?According to the U.S. Bureau of Labor Statistics, medical assistants make a median salary of $31,540 per year, or $15.17 per hour, depending on location and experience.How Do You Become a CMA?Although some medical assistants start their careers right after high school, it is far more common for CMA jobs to require some college, or a certificate from an accredited Medical Assisting program. To become officially certified, candidates also need to pass the Certified Medical Assistant Exam offered by the American Association of Medical Assistants .What is the Outlook for Certified Medical Assistants?It’s a bright one- the U.S. Bureau of Labor Statistics estimates that the demand for certified medical assistants will grow by 23% by 2024. This is much faster than average. As the need for quality healthcare doesn’t seem to be shrinking anytime soon, the need for high-quality medical assistants will continue to grow as well.If you’re considering joining a healthcare-related field, and can juggle the many needs of a medical practice, becoming a certified medical assistant could be the natural next step for your career. Good luck!

CONDOM USE IN KENYA Assignment Example | Topics and Well Written Essays - 500 words

CONDOM USE IN KENYA - Assignment Example The distribution of the visual aids in the brochures will involve the use of famous Kenyan Musicians. Music has been used to create awareness on condom use in adults. The use of famous musicians will attract the attention of several adults thereby leading to increased condom use awareness to several residents of Kisumu. The awareness raising will be done through road shows and vernacular radio talk shows. Vernacular Radio talk shows will be effective in reaching adults in the remote rural areas who cannot be accessed through road transport. Importantly, local and famous musicians who understand the native language will be appropriate in delivering the message to the adults who may not be able to read and understand English and Kiswahili (national languages). The visual aids should have the information concerning right and consistent use of condoms, consequences of not using condoms, and the perceived barriers. Members of the public must lean how to use condoms correctly. Most adults normally use condoms in the first sex encounter but later ignore the usage. In addition, women must also be made aware of their role in making decisions concerning condom use. Women must ensure that men use condoms whenever they engage in sex. The Health Belief Model suggests that simple knowledge and awareness about HIV will not necessarily reduce risky behavior that lead to high prevalence of HIV/AIDS. Every individual must know that he or she is susceptible to the virus. In addition, individuals must learnt HIV infection is a serious health hazard, and learn the benefits of taking preventive actions. Consequently, individuals must learn that potential barriers to taking preventive action are outweighed by potential benefits (Volk and Koopman, np). The use of local and famous musicians in delivering the message ensures that local perceptions are explained. These musicians are more familiar with the culture of Kisumu people; communication of culture bias

American Government Personal Statement Example | Topics and Well Written Essays - 250 words - 3

American Government - Personal Statement Example After the approval of the bill by both the chambers, the bill is sent to the president to be signed by him. President Obama has implemented his agenda and passed many bills to support his agenda. He developed strategic plans for the defense, signed a number of economic acts, signed act to reduce pollution and resolve energy and environmental crises and done almost everything to implement his agenda (The White House, 2010). Still he is unable to fully implement his agenda. Past presidents have done a remarkable work for the development and prosperity of United States. To implement their agenda they worked hard and signed may acts, bills and agreements in favor of the United States (The White House, 2010). Although they were not fully succeeded in implementing their agenda but they succeeded in implementing most of the agenda. Former President Bill Clinton tried to implement his agenda but faced a harsh opposition led by former President Jimmy Carter (The White House,

Febrile Seizures Research Paper Example | Topics and Well Written Essays - 3000 words

Febrile Seizures - Research Paper Example Up to 5% or may be more in the population is estimated to have had at least one seizure arising from any cause during their lifetime. Epilepsy can be found in any individual ranging from young babies to aged old men and women. It is clinically known that epilepsy can have its beginning or onset in both old age and in childhood. The underlying causes of seizure in medical terms in unknown. More than 32 different kinds of seizures are known today (Seizure and Epilepsy, 3). These are divided into focal seizures and generalized seizures. A seizure is caused by an electro chemical disorder in the brain. Chemical reactions are used by the brain cells to produce the electric discharges. When there is an imbalance of excitation and inhibition in a particular area of the brain a seizure can occur. In a seizure attack, the normal regulated function of the nerve cells in the cerebral hemisphere gets disrupted (Appleton & Marson, 2). Many people also some patients suffering from seizures have th e notion that the actual seizures are ones that have strong, uncontrolled movements. They believe that having an uneasy pain or feeling in the stomach, going blank for a few moments, or jerking of the arm few times is not to be assumed to be a seizure. It can be at most considered to be a minor spell. But the fact is any change in the sensation or behavior that arises from an uncontrolled activity of electric neurons in the brain is a form of seizure. In the human brain, the undersurface area of the temporal lobe is very prone to have seizures. The temporal lobe consists of the regions of the brain that are mostly involved in causing adult epilepsy. These temporal structures are coined by Greek names, such as the amygdale which means an almond and hippocampus which means a sea-horse. The amygdala and the hippocampus are the target areas for surgical removal during surgery for curing epilepsy. The amygdala and the hippocampus are also involved in controlling the expression of emotion s and in the ability of the brain to form memory. Seizures can also be caused by brain poisoning caused by lead and carbon monoxide (Seizure and Epilepsy, 2). Types of seizures Seizure is divided into two categories. These are known as a partial or focal seizure and a generalized seizure. Partial seizures are one that start at one side of the hemisphere of the brain where as the seizures that begin in both the sides of the hemisphere of the brain at the same time are known as generalized seizures (Pitkanen, et al, 6). Partial seizures are further classified into simple partial seizures that have no alteration in consciousness or memory and secondly complex partial seizures that have alteration in consciousness or memory (Fisher & Saul, 6). Simple partial seizures are characterized by motor seizures that include twitching, unusual sensations, unusual visions, sounds and smells as well as distortions of perception. Seizure activity can reach up to the autonomic nervous system that can result in flushing, tingling sensations or nausea. These symptoms of simple partial seizures remain in the clear consciousness and are in full recalling ability for the patient. Complex partial seizures that were previously known as psychomotor seizures or the temporal lobe seizures or the limbic seizure is another type of partial seizure. Complex partial seizures can have an aura, which is a symptom or a warning of the seizure (Fisher

Article Review Essay Example | Topics and Well Written Essays - 500 words

Article Review - Essay Example Mr. Cowell admitted to Prosecutor Sean Berkowitz that he illegally manipulated the reported income of the company. Lay and Skilling stated that there is no fraudulent activities in the company after they were being contend by the prosecutor, regarding their knowledge of illegal accounting scheme to support the unstable condition of the company, months before it landed to bankruptcy. Further, Mr. Cowell testified for the half million dollars he paid to the Securities and Exchange Commission in order to resolve civil accusation pertaining to the illegal accounting of the company's income. According to the Securities and Exchange Commission, Mr. Cowell was also involved in other plans such as increasing the book value of one oil and gas company to appear that target quarterly earning was being achieved, and the hiding of million of dollars losses through the company's trading activities. Similarly, beyond expected trading profits were set aside, to be reported in the coming quarters and give the company an image of success. In view of the above article, the following questions may be raised, how much confidence do investors need to place in their trusted business How can they ensure that company reports like balance sheet reflects the true financial condition of the business, and not one of those balance cheat Financial scandals, breach of integrity and system deregulations are not new in the business world, however they

Retailing and Direct Marketing Article Example | Topics and Well Written Essays - 500 words

Retailing and Direct Marketing - Article Example It means sending a message regarding a product directly to the customer through various means like direct email, telemarketing, broadcast, integrated campaigns, direct selling and door to door leaflet marketing. Direct marketing depends on measurable and track-able consumer responses concerning the product. Ethics and social responsibility is a key component of any business enterprise, which ensures that the customers’ needs are addressed in a business’ policies. This paper aims at addressing the impact of ethics and social responsibility in retail and direct marketing. Observation of sound ethics in business practices has been shown to boost consumer confidence in a retail outlet’s products and services. This is because customers recognise these efforts and they in turn reciprocate by being loyal to that retail outlet. A business should always strive to do what is right and good for its clients by upholding their ethical principles of operating business (Pride & Ferrell, 30). ‘Beyond Scarcity’ is an article by Doug Wallace that he wrote for the The Magazine of Corporate Responsibility. In the article, he highlights the ethical dilemma faced by a company of whether to accept a take over bid or refuse the bid. Accepting the bid means making a handsome profit because the take over bid offered to buy the company’s shares at the double their value. By doing this, the company will be abandoning their shareholder’s and customer’s welfare. The company offering the bid only interest is in the company’s substantial reserve fund which they aim to use in boosting their diminishing financial position (Wallace, 14). This is interesting because the prospecting company is likely not to care about Kemper Products’ customer satisfaction. There is also the issue of the fate of junior employees because the prospective company does not offer welfare packages for them as it did for the senior management. This an ethical question because

Integration of Financial and Operational Management Essay

Integration of Financial and Operational Management - Essay Example Dell has committed itself to operate in a way that would not only achieve excellence in operations but also benefit the company financially and would result in satisfied customers. Because of its commitment to constant improvement the company installed the direct selling method where JIT system and lean production were adopted which improved company’s efficiency and effectiveness in many areas. On the other hand the company used the rapidly growing IT technology well by working on customer focused ordering system which enable them to design their own product, which resulted in much satisfied customers and zero inventory level. Zero inventory level was further implemented by changes in the supply chain and integration of the entire company’s operations into the supply chain. Through redesigning of systems and process, Dell is able to become the most efficient PC manufacturers in the world. However, it should be noted that although Dell has installed a system which serves as a benchmark for many manufacturing companies, Dell still needs to focus on few areas which if not attended can turn out to be bigger operational issues in the future. Introduction: Dell is one of the largest American multinational company which deals in selling and supporting computers and related products and services. The company is involved in selling, manufacturing and distribution of high technological products like PCs, servers, data storage devices, printers, cameras, HDTVs soft wares etc. Dell is the third largest IT Company of the world and faces close competition from its competitors HP (Hewlett Packard), Acer, Apple, and Lenovo etc. Managerial Challenges: Dell has been in business for over 28 years. Since its inception, Dell has faced many operational and financial difficulties and has adopted numerous strategies to overcome its challenges and restore its profitability. Dell’s operational strategy since its early days had been to use interchangeable parts to pr oduce goods of mass-production at lowest possible prices. However, due to rapid increase in the demand of technology, globalization, new and evolving market trends and technological demands the company faced operational challenges in many fields. Excessive and Obsolete Inventory: Dell had faced numerous problems in the early stages; the company in its early stages expanded into traditional retail channels which it stopped later on due to heavy obsolete inventory and thin margins in the business. Later on in 1990 the company faced another operational issue of excess component inventory and abandonment of production line. This caused heavy losses to the company despite of doubling sales during the period. The major problem that Dell faced at that time was the excessive inventory along with the prevailing recession made it report a huge loss of $36 millions in 1994. (Ireland, Hoskisson & Hitt. 2012) Dell struggled with great difficulties in inventory management area as it used the trad itional manufacturing ordering system by ordering components in advance on the forecast basis and if the forecast went wrong the company had major write-downs. (Ireland, Hoskisson & Hitt. 2012) Changing Customer’s Demands: The technological business is a rapidly changing business where the introduction of a new technology can cause heavy losses. Dell’s main concern was about the inventory in hand that became obsolete due

Retailing and Direct Marketing Article Example | Topics and Well Written Essays - 500 words

Retailing and Direct Marketing - Article Example It means sending a message regarding a product directly to the customer through various means like direct email, telemarketing, broadcast, integrated campaigns, direct selling and door to door leaflet marketing. Direct marketing depends on measurable and track-able consumer responses concerning the product. Ethics and social responsibility is a key component of any business enterprise, which ensures that the customers’ needs are addressed in a business’ policies. This paper aims at addressing the impact of ethics and social responsibility in retail and direct marketing. Observation of sound ethics in business practices has been shown to boost consumer confidence in a retail outlet’s products and services. This is because customers recognise these efforts and they in turn reciprocate by being loyal to that retail outlet. A business should always strive to do what is right and good for its clients by upholding their ethical principles of operating business (Pride & Ferrell, 30). ‘Beyond Scarcity’ is an article by Doug Wallace that he wrote for the The Magazine of Corporate Responsibility. In the article, he highlights the ethical dilemma faced by a company of whether to accept a take over bid or refuse the bid. Accepting the bid means making a handsome profit because the take over bid offered to buy the company’s shares at the double their value. By doing this, the company will be abandoning their shareholder’s and customer’s welfare. The company offering the bid only interest is in the company’s substantial reserve fund which they aim to use in boosting their diminishing financial position (Wallace, 14). This is interesting because the prospecting company is likely not to care about Kemper Products’ customer satisfaction. There is also the issue of the fate of junior employees because the prospective company does not offer welfare packages for them as it did for the senior management. This an ethical question because

Parkinsons disease Essay Example | Topics and Well Written Essays - 1000 words

Parkinsons disease - Essay Example Its prevalence in developed countries is just about 0.3%. (Breteler, 532) the percentage exceeds to one percent in individuals above sixty years that increases to three percent for individuals that are older than eighty years. (Huse, 1450) Within the USA, Parkinson’s disease affects nearly hundred to one hundred eighty individuals out of every 100,000 individuals and shows a yearly occurrence of four to twenty out of every 100,000 individuals. The prevalence of the disease increases with the rise in the aging of population. It has been estimated that there will be a rise in the occurrence of the disease in upcoming years; however its medical intrusions will participate to a great extent in combating with the extensive range of unmet requirements connected with the disorder. Statistics show a market of $5.9bn in the worldwide retailing of Parkinsons disease restorative therapeutics that is far more than the last year’s values which used to be $4.6bn. Incomes gained from the authorized Parkinsons disease remedies all over the world (in major countries like America, England and France) found out to be more than $2.2 billion in 2006. A rise of revenues that is equivalent to approximately $6.4bn is anticipated by the end of 2015. (Metz, 251) Due to advancement in the therapies a reduction in the number of deaths due to Parkinsons disease is expected in next five to ten years. The increase in the revenues is mainly due to the latest developments in drugs therapy that brings a reduction in the load of polypharmacy in individuals that are currently on the pharmacotherapy of the disease. A dynamic change in the market of Parkinson’s disease is expected mainly due to the leading therapeutics owned by the names like, GlaxoSmithKlines (GSKs), UCB-Schwarzs Neupro, Lundbeck’s Azilect and Teva etc. (Chrischilles, 410) This has also been observed that a huge portfolio

Celebrity Endorsement And Its Impact On Sales

Celebrity Endorsement And Its Impact On Sales Results show that celebrity endorsement has a large impact on purchase intention and is infact a causal factor based on the data obtained through this research. All three factors are said to positively affect purchase intention and the results are magnified when all three factors are present. It is seen that the most significant impact is that of physical attractiveness if taken in isolation and the most significant impact is that of celebrity / brand congruence when all three factors are taken into account. What this means is that without physical attractiveness, the impact of the other two factors is negated (in the absence of physical attractiveness, purchase intention will not increase) but the presence of physical attractiveness alone does not have a significant impact on purchase intention. Thus physical attractiveness is an important first step but it is not the most important reason for increase in purchase intention. That belongs to brand / celebrity congruence, which is consistent with previous studies on the subject matter: Choose celebrities which have a good image fit with the brand, otherwise the impact of the celebrity endorsement is minimal. The author concludes by stating that all three are important factors in making an impact on purchase intention through advertisement and thus when choosing a celebrity endorser, all three factors must be taken into account. Celebrity Endorsement and its Impact on Sales Jain (2011) proposes that the increase in celebrity endorsement in the subcontinent in recent years, despite the rising costs is due to the increase in media coverage in the area and the increase in hero worship as well. This has been outlined as the major reasons for increase in persuasiveness of celebrities, which in turn has resulted in an increase in their demand by corporations to endorse their respective brands. The research documents the impact of celebrity endorsement with a focus on the subcontinent, making it pertinent to this study. It is queried as to whether the relationship is always positive or whether there can be negative consequences as well. It is noted that for most brands, the focus has shifted from creating awareness and bringing attention towards their brands to a more contemporary approach, which is to create positive associations within the minds of the consumers and to capture a share of mind, share of heart, share of wallet and share of spirit. This is the essence of branding in todays world and as such, all marketing and advertising actions that are conducted are done so with this end goal in mind. The study researches the idea that celebrity endorsement leads to fulfillment of such goals or are they successful only in capturing the attention of the consumer and creating awareness without moving the consumer to the next stage. Celebrities are thought of as a link between the brand and the consumer and help to ease the process of purchase intention and thus it is imperative that the best celebrity be chosen, the one that is right for the brand and has the potential to create the maximum impact on sales as well as brand equity. As pointed out by other studies, endorsement helps brands to deal with clutter and that is the major reason to use celebrities, instead of everyday men and women in advertisement. One of the major decision criteria which helps corporations choose a celebrity is known as the Q-Rating. This Q rating helps brands to select a celebrity based on the rating that they have with the consumers. This rating is derived, based on a number of criteria but essentially boils down to two: who known is the celebrity and how liked is the celebrity. These two criteria form the backbone of the Q Rating system that helps corporations choose which celebrity is the best fit for their brand. The impact of celebrity endorsement is said to be based on 10 criteria, with the greater the score of the celebrity in each criteria, the greater the impact on sales and purchase intention. Celebrity / Target Market Match: How strongly target market associates itself with the celebrity in question. Celebrity Values: The link between the values of the celebrity and the values of the target audience, thus creating a link for the consumers with the brand. Cost of Celebrity: The cost of the celebrity is generally an indication of the popularity of the celebrity and the higher the cost, the higher the popularity, thus the greater the chance of the celebrity persuading consumers. However the cost should always be compared to the added benefit and the go ahead should only be given if its established that there is sufficient benefit from the increase in cost. Regional Appeal: Different regions may have different appeals within a country and if a product is to be sold throughout the country, it is best to choose a celebrity with relative universal appeal. Celebrity Product Match: The celebrity should be seen as having an image fit with the brand itself, as it is one of the key factors when trying to increase sales. Celebrity Controversy Risk: The greater the chances that the celebrity may be involved in controversy, the lesser the chances that he or she would have a positive long term impact on sales and thus should be avoided. Popularity: The greater the popularity, the greater the chances of brand recall and thus they have a high cost. It should be noted that in order to save cost, popularity should not be forgone. Availability: The best celebrities may not be available due to other endorsement commitments or there is a conflict of interest due to them endorsing a rival brand. In such a case, it is best to move on and choose the next best alternative. Attractiveness: Attractiveness helps celebrities be more likeable and to connect more with the target market and as such this is an important attribute to look for in a celebrity. Credibility: This helps the consumers to trust what the celebrity is saying and to pay more attention to him or her and what he or she is endorsing. This research is important as it looks at the factors within the partnership of a celebrity and a corporation and how they increase or decrease their impact on the impact of celebrity endorsement on sales and as such helps to decide how and when celebrities should be chosen as endorsers. Impact of celebrity Endorsement on Overall Brand In order to select a celebrity for a given product, there should be an optimal match between celebrity and brand image. Here are some parameters which should be considered: (Katyal, 2010): Celebritys personal character is not controversial Personal character fits with the image of the product / brand Cost of hiring the celebrity is worth the output Is there any controversy risk attached after the ad campaigns launched Celebritys popularity Is the celebritys appeal local or regional and does it fit with the appeal of the product in terms of region Celebritys overall credibility Is the celebrity him or herself a brand user? What is celebrity profession? Does it matches to have a natural match to the product and appeal to the consumers. For example, celebrity figure from sport is natural to promote sports related stuff and footwear. What values celebrity is associated with the product? If a celebrity is put in a role to propagate the human service cause does he/she be social worker or figure. Does target audience want to believe in the celebrity for the target product to be advertised or message to be conveyed. After advent of television, cable television, and internet, advertisement industry got revolutionized. New trends and format were introduced for rapid and technical way to impress the public and numerous items, products and services became the household names. Television though invented in 1920s became commercial medium in 1950s. This happen when a price of the television sets began to approach affordable range of average person. Print and Radio had to take back seat to give a way to the new technologies. Now the commercials could be broadcasted with sight, sound, and motion. First time in the history advertisers saw huge potential of multimedia technologies which could give higher gains in sales and profits provided right tools and ideas were selected. Cable television channel introduced channels like MTV for young music lovers, ESPN for sports enthusiasts and Food Networks for people with love of cooking. These new channels were attractive and fun for advertisers who wish to target certain audience for example; entertainment, sports, or food (Sample, 2010). Celebrities in Advertising Personal in marketing have used celebrities in commercials, print campaigns and promotions and other seller techniques for years. It has worked in the past because it was executed properly. However, use of celebrities to grab viewers attention to eventually make sales depends on proper celebrity casting. The right selection of star to pitch the product will mean that the buyers can relate to that person the person a buyer would want to believe in. It is not as simple as you think it is because in many cases the right celebrity is not always affordable. On the flip side, the right celebrity is not always the most expensive one either. Above all else, the most important resides in considering whether the celebrity you select is right for your campaign and take the process from there. Another key factors that one must take into account is the fact that advertisers should understand the basic premise of hiring the celebrity and making it clear to him what is required and the nature of the exact role of the celebrity. If this is successful, companies may retain the celebrity for other products of their brand, making the celebrity more of a brand ambassador than a product endorser. Celebrities can be seen as a marketing vehicle that will likely to continue in the near future. As long as there are new stars being introduced into our entertainment arenas there will be no shortage of talent to fill the need. Though, doing the selection and positioning right is the biggest challenge but if done correctly it can translate into better response and higher sales volume. The equity effect of endorsement by celebrities: A conceptual framework The purpose of this study was create a framework which may be later used to organize and guide future research into how celebrity product endorsement creates equity for both the endorsed product-brand and the endorsing celebrity. The focus of Diana Senos study was how the celebrity as well as the brand could serve to increase equity for each other, essentially feeding off each others image to mutually benefit each other. It looked at the relationship between the endorser and the company and how a strategic fit could be achieved by utilizing the best fit of celebrity for the product to be endorsed. The central findings of the research state that celebrity endorsement is a form of co-branding and that both endorser image and brand image serve as mediators in the equity-creation process of celebrity product endorsement. Mobile brands connect with Pakistan Umair Naeem examines the relationship and industry effects of celebrity endorsement on the telecommunications sector. Umair states how the increase in competition has led cellular service providers to resort to differentiating their brands less on the basis of functionality and features and increasingly on the basis of emotional appeal and a certain message that is sent across. Celebrity endorsements are heavily used to drive home the emotional appeal and to personify the message that is being sent across. Using Mobilink as an example he states, Mobilinks sub-brand Indigo relied heavily on two factors toward establishing its brand equity: brand ambassadors that exuded style and sophistication, and a unique classy look that permeate all forms of its Indigo brand communication. Indigo used models such as Zainab Qayum, movie stars like Shaan, and popular musicians such as Strings to infuse style into its branding. It also played on the aspirations of young business professionals through the atmosphere and the locales of Indigos ads. He believes celebrity endorsement is currently necessary to differentiate the brands which are increasingly similar in features and thus celebrities help to personify the brands qualities. The naked truth of celebrity endorsement This research was conducted to understand how celebrity endorsement worked for retail outlets and retail stores in general, with a focus on Europes leading chain, J. Sainsbury. Thus The focus of the study is on using celebrity endorsements for retail outlets. Its emphasis is on fit between celebrity image and brand image. Specific cases are analyzed to evaluate the extent to which consumers associate themselves with the image that the given celebrity projects and how that, in turn affects their purchase behavior Sainsburys started using Jamie Oliver (a high profile television chef) for their advertisement campaign, who served to promote the companys grocery products. He was chosen as he was seen as the best fit for their brand. The case itself identifies the criteria that made the endorsement successful by conducting questionnaires, interviews, and focus group studies. It outlines the key elements along with how they were used in the campaign to create a sense of confidence amongst the consumers and thus creating a successful campaign. The overall extent to which the consumers associate themselves with the celebrity and his words is dissected. Impact of celebrity Endorsement on overall brand Endorsements are seen to be on the rise entailing a valid question posed to consumers. Is there a science behind the choice of the endorsers or is it just by the popularity measurement? Which precise reasons lead to impact on brands by using celebrity endorsement? A thorough study of the paper streamlined a 14 point model which can be referred to as a blueprint criterion by brand managers for capitalizing on the celebrity resource through 360 degree brand communication and can also be used in selection of celebrities. The model was projected as the foundation brick on the impact of celebrity endorsement in paper. Our study revealed that 14 factors of the model and the effects of celebrity endorsement are proportional. Success of a brand is determined through celebrity endorsement which is accumulative of the following 14 attributes. If the below parameters score is higher, the chances of getting close to the desired impact are greater. The winner stories of celebrity endorsement are promotions which reflect a fine fit between the brand and the 360 degree advertising. And a decent example of one such story is of Fardeen Khan and Provogue. In the apparel market, Provogues positioning is of a young, active, party-going, attention-grabbing brand and so is Fardeen Khan. The union between the two has had a massive impact and brand managers have utilized this endorsement through 360 degree dimension as noted earlier. Moreover, the marketing/advertising firms should identify the symbolic properties of the sought after product first, as also proposed by the transfer model. Thereafter, consultation of host celebrities is appropriate to assure their similar traits with the product. Finally, after sorting out budget and availability constraints, the suitable celebrity has to be chosen as a representation of symbolic brand properties. The chosen celebrity will have some meanings associated with him/her which will not be suitable for the product. Consequently, only salient features excluding unwanted meanings should be captured and taken care of.Also, advertisements should also be structured in way to highlight the essential similarities between celebrity and the product. When it comes to subtlety, depth and power in delivering meanings celebrities are much nuanced compared to anonymous models. Celebrities also offer demographic information, configurations of range of personality and lifestyle meanings very thoroughly. Their persona evokes meanings with greater clarity. Furthermore, celebrities through repeated performance on public stage create their personalized meanings which can be passed into advertisements, through meaning transfer process. For instance Preity Zinta is perceived as a fun-loving, vivacious and modern Indian woman who can be translated into brand campaign with similar characteristics. In conclusion, the fit between celebrity traits and brand positions and its attributes determine the success. Celebrity endorsements Marketers need to be aware of the impact of using celebrities in commercials, promotions and print campaigns because it works if done properly. If business are about to make an effective advertisement, it must be attention-grabbing to its consumers and therefore most of them uses celebrities as endorsers. According to the article of Katyal S. (2008), celebrities serves the purpose of getting viewers attention; but proper choice of celebrity determines whether it translates into a sale and product image is delivered precisely. Selecting the right star to enhance the image of your product means finding the person to whom your consumers can relate to, meaning the person your consumer wants to believe in. Sometimes the selection of the right star for your product is not that daunting, until you realise that in many cases affordability is in question with the right celebrity. Essentially due to familiarity with stars, brands are normally endorsed by celebrities who make them enormously attractive to consumers. But anyone who thinks seriously about branding soon realises that there are basically two kinds of strong brands: those that are focused and those that are diversified. Significance of branding with celebrity endorsements is complicated to estimate in the present cluttered media industry and consumer markets. Electronic media branding including television will be of continuing interest and importance even with its idiosyncrasies in consumer payment and brand definition. There are three explanatory reasons for this; firstly a strong brand identity is crucial to producing audiences in a multichannel environment which is an environment that is becoming more and more crowded as television converts to digital delivery. Perhaps it is the only means of gaining a place in a viewers/ users channel repertoire. Secondly, brands are important for businesses to expand its markets. Extensions of brand marry an established brand to a new service as a means of establishing immediate market credibility. Besides that the third aspect explains, branding with the use of celebrities in which it is necessary to leverage corporate assets in order to open new markets. These markets may be related to the present business of a branded entity (e.g., ESPN Magazine, CBS Sportsline website), or if not separate they may be unrelated (e.g., logo apparel and other merchandise, Fox Sports restaurant/bars). With the traditional advertiser supported model of television under increasing pressure, television providers, and especially broadcasters, are constantly looking for new revenue streams to continue enhancing brand image and generate sales extensively. All in all, the power of an endorsement by a celebrity depends on the relevance of the celebrity to the product. For example, if Oprah was promoting a book about an issue particularly relevant to women then she is most likely to be effective. A famous chef can endorse a cook book or a famous fitness celebrity can certify an exercise book. If the buyer believes that the celebrity brings an unusual insight or twist, they would be more interested. In the case of skin whitening products, Lucida-ds and [Met] Tathione should carefully assess their endorsers to avoid business campaign failure in terms wrong brand perceptions and ultimate sale drop. Therefore, it is important to consider the conformity of the product and the alignment of both celebrity and brand attribute to be a market winner. Chapter V: Research Study Design Research Objectives Objectives to be analysed should be crisp and clear in order to observe the effectiveness of the decision for celebrity endorsement. Apart from the economic interests of celebrity endorsements (e.g. rise in total revenue/market share), it involves several psychological objectives. Such as an increased knowledge of the brand name, a more clear representation of brand/product characteristics by consumers, enriched attitude towards the ad, towards the brand and lastly, increased purchase intentions. Celebrity endorsement attributes that increase consumer purchase intention Celebrity attributes that are of most importance when analyzing effectiveness of endorsement Impact of celebrity attributes on brand positioning Effects of multiple celebrity endorsement on brand image Effects of celebrity endorsement on brand equity Factors that affect the consumers willingness to purchase a product or service when endorsed by a celebrity? Research Question: What celebrity attributes affect purchase behavior of Lowe Raufs clients? Hypothesis Celebrity endorsement has a significant / insignificant impact on consumer purchase behavior H0= Celebrity endorsement does not have a significant impact on consumer purchase behavior H1= Celebrity endorsement has a significant impact on consumer purchase behavior. Theoretical Framework The theoretical framework has been designed based on the literature review on studies based on this topic. It has been identified through these studies that the following variables combine to form the essence of celebrity endorsement and together, they affect purchase intention. [Source: Chabo Dimed et. al (2005). Celebrity endorsement-Hidden factors to success, Journal of Advertising pp. 298-301] Relevant Variables Variable Article Constitutive definition Operational Definition Attractiveness (Independent) Celebrity endorsements- Hidden factors to success The likeability of the celebrity associated with a product or service with regard to the glamour of the celebrity. Q 17, 18, 19, 20 21 Purchase Intention (Dependent) Impact of Celebrity Endorsement on Consumer Buying Behavior and Brand Building The ways in which a consumer interacts in accordance with the advertisement strategies run by a company for its product or service. Q12, 13 15 Brand celebrity Fit (Independent) Impact of celebrity endorsements on brands It explains how closely the personality and image of the celebrity matches the positioning of brand. Q 26, 27 ,28 29 Brand Recall (Independent) Advertisement and Promotion It explains how the consumer recognizes the brand with the celebrity who endorses the product or service. Q7, 8, 9, 10 11 Likeability (Independent) Impact of celebrity advertisement on customers brand perception It explains how the charm or glamour of the celebrity affects the sales of the brand. Q 24 25 Trustworthiness (Independent) Celebrity endorsements- Hidden factors to success The celebritys history with the consumers develops a level of trust between the two parties and this is what trustworthiness explains here. Q 22 23 [Source: Chabo Dimed et. al (2005). Celebrity endorsement-Hidden factors to success, Journal of Advertising pp. 298-301] Research Methodology This section outlines and elaborates on the research and how it was conducted. It covers the details of the research design, methodology for collecting the data, population, questionnaire development and data analysis. The aim of the paper is to figure out how celebrity or endorsements affect brands. The basic idea is to equip ourselves with additional research on the phenomenon of consumer response with respect to celebrity endorsed brands; this makes the research a basic research. Since the objective is to find how celebrity endorsements affect brands, this research is termed causal in nature. Data Type The bulk of this study revolves around quantitative data due to the fact that there is greater chance of bias in qualitative data as well as the fact that that numeric data is easier to analyze and understand. Data may be clearly measured and hence this serves as the major portion of the analysis. Quantitative data has been obtained through questionnaires, filled up by employees of Lowe Rauf as well as the final consumers so that both perspectives are covered. Qualitative data is in the form of interviews, two of which are conducted; one with the GM of the Lahore division and another, a joint interview with the account managers of Nestle and Mitchells. Population The study is based on understanding how consumers purchase intention is affected in the wake of celebrity endorsement. Since the study is limited to Lahore, the overall population sample would be equal users in Lahore, which equates to 4,695,600 (based on local census). Sampling Procedure Convenience, non-probability sampling is used for the questionnaire, based on the ease of access and availability of resources for the researcher. The final sample for the questionnaire consists of 30 users (16 male, 14 female) with varying ages, income brackets and occupations. For the interview, as stated, Anwar Kabir (GM Lahore branch) and the two account managers (Haris Habib and Zakria Fawad) are interviewed, based on convenience as well as relevant experience, working within the industry and actually hiring celebrities. Sampling Frame For the purpose of this research, the list of elements upon which the sample is selected from the population includes the fact that they should be easily accessible to the researcher (as convenience sampling is used). The other element of is that at least 50% of the sample should fall into the SEC B income bracket. This is because research shows this class to be the most frequent users of these products. For the interview, the major element (apart from convenience) is that the persons should be experienced in terms of the celebrity endorsement process and must have actually worked on campaigns to select celebrities based on different factors. Data Collection Procedure This research is based on the primary data collection approach. Questionnaires are used for collecting data. Personally administered questionnaires have been used. They were distributed to a total of 30 people of different ages, occupation and income; requiring them to fill a total of 30 questions each. Once the questionnaires were filled they were collected. The anonymity and confidentiality of the respondents and their responses has been ensured and data was analyzed at an aggregate level only. Close ended questions are used in the questionnaire which helps the respondents to make quick decisions to choose among the several alternative before them (Sekaran, 2000). The nature of the questionnaire has also helped the researcher to code the information easily for subsequent analysis. Likert-style rating scale was used; it consists of subsequent options: strongly agree, agree, neutral, disagree, and strongly disagree. Different statements were made in the questions and respondents were asked the degree as to what they agree or disagree upon. Questionnaire Development The questionnaire itself was kept simple and basic to ensure clarity and reduce bias. The purpose was to gather data from the selected population sample with regards to the topic. The questionnaire consisted of two parts, the first section contained six questions seeking information about the respondents age, gender, income, marital status, education and occupation. The second section contained questions that were based on information regarding the variables identified in the first chapter, this section itself consisting of five sub-sections; brand recognition and recall, purchase intention, endorser credibility and trustworthiness, endorser attractiveness likeability and image fit. The information attained would be used to analyze the findings and further the study. [Questionnaire attached in Appendix 1] Respondent Profile Data collection from the questionnaires shows that the respondent is a single 18-28 year male student with an income of 30,000-40,000. The other type of respondent is an 18-28 year old housewife with kids and income of 30,000-40,000. [Graphical representations of respondent demographics in Appendix 2] Data Analysis Procedure Once all the data is compiled, it is transferred to SPSS. This is done to understand how purchase intention is affected by the variables outlined in the theoretical framework. Values in the questionnaire are changed to numeric form so that data is quantified. Questions with the Likert-scale rating are given numeric forms, with 1 representing strongly disagree to 5 representing strongly agree. Using this method, the data is input into the software and a regression model is created, along with descriptive statistics and frequency tables. Chapter VI: Results Findings Interview Findings There were two interviews conducted within the Lowe Rauf agency, the first was with the general manager, Anwar Kabir and the second was with Zakria Fawad, the account service maanger. The interviews revealed that it is necessary to prioritize the needs of the firm as well as the agency in light of the budget allotted to the advertisement itself and the portion of the budget available to hire a spokesperson. Since the ideal spokesperson may not be within budget or may not be available due to other reasons, it is imperative that the importance of the key celebrity endorsers attributes be ranked and measured in terms of the impact on purchase intention of the relevant consumer. There were five key attributes that were thought to be important by the Lowe Rauf management, which were: attractiveness, likability, brand fit, trust worthiness and recognition. The order of their importance however is very subjective and it is believed that a more objective means to rank these and other relevant variables, would serve to make better and more informed judgments as to the importance of each variable as per the needs of the client. Hence it becomes important to conduct a regression analysis and quantify the impact of each variable on the purchase intention of consumers within the target customer category. Purchase intention = 0.0461095 + 0.353232* brand recognition and recall + 0.351173* trustworthiness + 0.133718* attractiveness 0.0495677* image fit + 0.21128* likeability The model tested has a coefficient of determina