Agoraphobia Disorder or Panic Attack Essay

Agoraphobia Disorder or Panic Attack Essay Agoraphobia Disorder Essay Example Agoraphobia Disorder Essay Example Agoraphobia is a disease that is closely connected with the Panic Disorder. People with such disease are afraid to go into places or events where they have experienced panic or stress attack and anticipate it to happen again. Usually, a person who suffers from agoraphobia avoids visiting public places because he/she feels a need to escape or expects to be physically offended. Shopping centers, public transport and sports areas are the taboo places, which sick people refuse to visit. This paper discusses the clinical evolutionary learning of agoraphobia, its relation to PD and PA and causes of AG development. This paper explores six historical and social background publications that report on results from explorations conducted on different indications and classifications of agoraphobia disorder. However, the paper varies in DSM characteristics and AG relation to PA and PD neurosis. Wittchen et al. (2010) mentioned that only 23,5% of people suffering from PA developed agoraphobia and 50% developed PD. Despite various attempts to specify the features of agoraphobia, the assumptions still exclude each other. This paper discusses the clinical evolutional learning of agoraphobia, its relation to PD and PA and the contextual influences on AG development. Agoraphobia in Revision of the DSM and ICD The mid-80s were distinct by performed striking differences, such as self-rating tools, unstructured system and diagnostic without symptomatic focus. Panic attacks were directly associated with various disorders (substance and mood disorders, anxiety are actually not key identifications of agoraphobia or panic disorder). In addition, here is no large risk for PD or PA to be a result of agoraphobia disorder. According to DSM-IV-TR, only 2,4% of sick people developed PD and 11,6% developed PA. (Wittchen et al., 2010, p. 118). A number of issues caused medical interest towards fears and phobias, including agoraphobia. First, it is connected with the high percentage of agoraphobia disorder among others forms of phobias. Second, the structural composition of the phobias is not constant. It is noticeable along with the affective, sensory, vegetative and dietary components. Third, agoraphobia is a disease that hardly passes without any treatment. The disease is more inclined to progression and needs a long-term treatment. The first time agoraphobia was mentioned in 1871 (Westphal’s classical description) as a paradigm for nervous disorders. Until the introduction of DSM-III-R, AG was identified in the medical literature as a regular phobia or neurosis. In 1970s agoraphobia was codified as a distinctive syndrome of multiple fears (ICD-9) and it retains the same codification today (ICD-10). In the USA, the agoraphobia within DSM system was considered a result of subdividing phobic nervous and anxiety disorder (DSM-III). The DSM-III has such symptoms as fear of being alone, avoidance of public places or panic attack when being there (especially under assumption of unavailable help in case of sudden incapacitations). In fact, the DSM definition is not very different from other learned disorders and the ICD explanation of agoraphobia, which is one of the disadvantages of the system. In 1980, agoraphobia was rather considered a form of panic attack (PA) than a special form of phobia. It was explained by temporary panic attacks on the initial phase of agoraphobia development and diagnostics omissions. The person developed an increased anticipatory fear of having panic attack and, therefore, in different ways tried to escape or avoid the indicators that cause them. The diagnosis of AG without panic attacks was made when the history of panic attacks was lost. Beginning from DSM-III-R, AG was described as a typical response to cases when PA had occurred. In addition, the AG in DSM-III-R was seen exclusively as a secondary complication and it was attached to panic attacks and panic disorders as an opposition to popular clinical and experimental achievements. According to Wittchen et al., â€Å"with consecutive DSM revision, the residual status of AG within the construct of PA and PD has been increasingly more pronounced† (2010, p. 115). DSM-IV-TR recognizes agoraphobia as impossible to code disorder. Alternatively, the panic disorder with agoraphobia or agoraphobia without the history of PD was provided within code disorders of agoraphobia similarity. The DSM-IV-TR is represented by complex differential diagnostic description with important considerations. It restricts the disease to people, who have AG related to fear of PD symptoms (e.g. diarrhea or dizziness). Thus, the specific diagnosis prescription was based on the definition o f two syndromes, including panic attacks (a complex of mental disorders) and agoraphobia (as a part of panic disorder or AG without the history of PD). Additionally, the discrepancy between DSM and ICD increased. The ICD-9 and ICD-10 retained agoraphobia as a separate disorder, not a form of PA or PD. The DSM-IV-TR defines agoraphobia in a different way than it was done before. In classical variations, the diagnosis was tied to PA or PD concepts. The DSM-IV-TR defined panic attack as a symptom. According to Barlow, â€Å"this conceptual development was based mainly on the observation in some studies, which use DSM-III-R criteria, AG patients without PA or extremely panic-rare features† (Barlow, 2002, p. 30). Thus, the assessment instruments and diagnostic criteria suspect the opinion that agoraphobia cannot be diagnosed without the context of panic-like symptoms or primary panic attacks. The implicit hierarchical DSM-IV made impossible to create systematic scheme as a productive solution, since the different diagnostic interviews and two discrepant medical criteria regress the treatment. It is important to mention that both panic attacks and PD are comorbid with agoraphobia. Some AG patients may develop their disease under the influence of panic-like symptoms and PA. On the other hand, the agoraphobia is an independent disease, the PA and PD are causally linked to agoraphobia and the clinical utility diagnoses AG as a separate disease. In addition, the researches on how to specify the explicit criteria to agoraphobia continue. One of the treatment disadvantages is that there is an undefined solution of how to diagnose patients whose DSM-IV-TR required symptoms of PD or PA were not noticed. There is a discussion whether in such cases it is better to diagnose NOS (anxiety disorder) or a DSM phobia. The general definition of the agoraphobia needs more specific characterization â€Å"and cues beyond the occurrence or fear of panic-like symptoms† like phobias (Wittchen et al., 2010, p. 115). A mistaken omission makes it impossible to specify mandatory criteria. For instance, when a person recognizes that his fear is unreasonable, excessive and notices the exposure cases and impairment symptoms. A characteristic cluster must be defined when the agoraphobia syndrome covers two to four prototypical situations (as stipulated in the ICD-10 demand). DSM-IV-TR has no such characteristic that is why the DSM studies define the diagnosis without constant compulsory symptoms (Social or Specific Phobia). Overall, the DSM-III modified the diagnostic qualification of the agoraphobia. It was critically reexamined as overinclusive, since it did not restrict agoraphobia to obvious avoidance behavior. In DSM-III-R, agoraphobia was diagnosed, when a person experienced anxiety about having panic attacks, and avoided to be alone or in distress. Nevertheless, this idea can be neglected, because a person can travel alone despite the need of having somebody near. In addition, the classification of AG levels was omitted, including none, mild, moderate, severe. DSM-IV â€Å"is no longer the case with situational avoidance of equal footing with distress and use of companions† in establishment of the dichotomous diagnosis of agoraphobia (whether it is present or absent) (APA, 2000, p. 18). Schmidt and Cromer (2008, p. 161) criticized it, because the reduction of the agoraphobia specification from 4-point scale to present/absent dichotomous means that the last one is superior and has better organized assessment of phobias. As a result, the clinical utility and predictive value decreased. Thus, both opinions left the issue unresolved. One of the advantages is that now there are few options outline the key positions on agoraphobia in DSM-V. First, agoraphobia must be excluded as a classification diagnosis and become an additional part of PD. Second, AG must be recognized as a specific phobia. Then, the existing diagnostic categories must retain panic disorder without agoraphobia, panic disorder with agoraphobia, and agoraphobia without the history of PD. Finally, there must be more explicit diagnostic criterion for agoraphobia as a separate category. Clinical Evidence Since 1980s, the global medical explorations concentrated on the modified examination of panic disorder, panic attack and agoraphobia across the world. The criteria were chosen by the models of DSM-III, III-R and DSM-IV. The result demonstrated a spontaneous tendency that rates of agoraphobia without PD are higher than the ones with panic disorder. This factor includes both children and adults. In addition, it was found out that more than a half of the people who suffer from agoraphobia have no panic attacks. The studies had various amount of criteria, which caused assessment and methodological variations, but did not provide a definition of the true differences (like space and cultural influences). Thus, the studies of 1980’s (Diagnostic Interview Schedule – DIS, when even one AG case defined the diagnosis, were changed by the CIDI (Composite International Diagnostic Interview) were influential on the understanding of the agoraphobia. CIDI requires more than the case f or DSM-IV-R criteria, which caused the AG decrease by half and revealed less cases of panic disorder with agoraphobia. The USA studies demonstrate moderation of clinical settings, which has positive progressive impact on further treatment. The clinical practice rarely meets the cases of agoraphobia without the history of PD. C. Faravelli defined eight clinical studies, â€Å"seven with low sample sizes, citing four studies with not a single case of AG without panic and four studies reporting 2-31% of PA among AG patients† (Wittchen et al., 2010, p. 117). PA, PD and AG Temporal Relationship Some studies attempted to define whether agoraphobia has constant relation to spontaneous panic attacks or panic-like symptoms. The clinical and epidemiological experiments and observations demonstrated no evidence for this assumption. The major amount of agoraphobics never experienced panic-like symptoms, PD or any other type of neurotic diseases that preceded the onset of AG. Furthermore, clinical retrospective studies used sensory methods to find prior clinical symptomatology. As a result, before the first panic attack more than a half of patients with agoraphobia had prodromal symptoms such as general anxiety and hypochondriasis. In addition, the research found considerable degree of discrepancy that failed. Nevertheless, it was observed that in up to 50% of all suffering from the AG, PA precedes agoraphobia, â€Å"providing some support for the assumed aetiopathogenic pathway implied in DSM-IV-R† (Wittchen et al., 2010, p. 118). In fact, the concept of panic-agoraphobia spectrum was not taken into consideration with further assuming of reciprocal connection (this aspect is not supported by epidemiological evidence). In advance, the prospective clinic investigations rarely can succeed. One of them described systematical symptoms of agoraphobia, panic disorder and panic attacks. Critical Methodology The evidence that panic-like symptoms and panic attacks frequently play an important pathogenic role in agoraphobia progression was not supported by epidemiological studies. The new methodological grounds proved that the diagnostic interviews were not valid. The experts suppose that those diagnostic tools that are based on background observations that agoraphobia without panic attack and panic disorder is rarely a priori in clinical samples are not able to assess panic issues with sufficient accuracy. Since 1900, a few publications partly neglected CIDI criteria. The main idea of the new algorithmic is requirement of minimum two reported situations before AG diagnosis prescription. A smaller amount of such cases is classified as phobia NOS. As a result of such modification, the general rates of agoraphobia, panic arracks and panic disorders were substantially reduced. Despite such methodological appraisals are considerably sophisticated, some researchers believe that there are omissions in this conception. Age, Gender and Socio-Demographic Issues There is no systematized and generalized description of age and gender difference between agoraphobia and panic disorder. There are few differences between such characteristics of PD and PA with and without agoraphobia. Female preponderance within AG without panic attacks was higher than for panic disorder (American Psychiatric Association, n. d.). The retrospective cross-sectional studies made a conclusion that two thirds of all panic disorder cases appear before 35 years old. There is a rare substantial incidence risk in childhood and adolescence. There are differences between PD with agoraphobia and AG without panic attacks, but there is no notable difference between agoraphobia and panic disorder under the age and gender context. It was noticed, that people who suffer from agoraphobia without panic disorder and PD/AG in most cases have no jobs or they are disable. This conclusion allows assuming that agoraphobia is more widely spread in developed countries with busy and stressful life styles. Thus, a powerful impact of stress a person can experience due to some situations has a very strong influence on nervous system with harsh consequences. Genetic and Familiar Factors The anxiety neurosis and panic disorders are different and, thus, the genetic factors cannot be always an indicator of the possible disease within defined family. Nevertheless, the parental history of agoraphobia and panic disorders can take the core role in further development of panic symptoms in the next generations. Moreover, it can cause development of other diseases or disorders that can be harder to treat due to the factors mentioned above. During the last few decades of medical investigations, it was notified that the higher risk of blood relatives to become AG patients is not confined to agoraphobia. There is a gap in differential algorithm of familial aggregation of agoraphobia and PA/PD. Additionally, the risk for panic disorder might be higher than for agoraphobia. Moreover, agoraphobia and liability of panic attacks cannot be suggested to be on one AG-panic continuum, since agoraphobia is not closely associated with PD aggregation. In more simple way, without any symptoms of PD, agoraphobia cannot be revealed. On the other hand, any parental panic disorder or hard agoraphobia increases the risk to develop anxiety symptoms in offspring. Wittchen et al. (2010) estimated heritability in 61% for agoraphobia and 43-48% for panic disorder (p. 121). The female disorders are more frequent due to possible physiological and hormonal peculiarity, which causes higher heritability. AG Treatment Few studies examined possible opportunities for optimized and effective treatment of all three conditions. The adequate treatment is a financial topic for discussion, because only 42, 1% of agoraphobia diagnosed without PD and 41, 2% of suffering from PD gets enough help. In addition, there are obvious differences between AG without PD patients and PD group, who are not supported by the governmental health care system and psychiatric treatment. Moreover, the panic disorders are more frequent than agoraphobia, which also influences patients to seek for different professionals, since each disease has different complications and characteristics. Furthermore, the situation depends on type and methods of the health care system. For example, the USA and Germany created a structure in a way that the psychotherapists care about AG without PA treatment, whereas PD is a specialization of psychiatrists. Panic disorder and panic attack rarely exist in pure forms. Both are closely associated with other common or somehow related diseases, such as mood, substance and somatoform disorders. In the context of possible transitions from one disorder to another, it was noticed that PAs are strongly connected with psychopathology, but not necessarily characteristic to PD, agoraphobia or other neurotic disorders. Moreover, some commonwealths were found to use substances for psychotic and anxiety disorders. In opposition, agoraphobia is rather connected with the depression and highest probability of anxiety neurosis. Thus, with regard to the issues within PD without AG, AG and PD, the epidemiological studies demonstrate the conclusion that agoraphobia (without panic attacks) and panic-like disorders reveal common disability findings. The most impairing and frequent conditions are PD/AG. There is little evidence of specific differences between agoraphobia without PD and PA. The special observations demonstrated that agoraphobia rather belongs to phobias category, and PA and PD are comorbid disorders. Previously, the treatment was general: there were typical clinical courses of establishments of the space limited type for those who were not able to get better. Sometimes such people were considered as the ones mentally sick who only pretend of being scared. In contrast, the clinical agoraphobia treatment is considered as persistent (SSRI, Benzodiazepines). The clinical agoraphobia treatment is considered as persistent. First, the treatment includes antidepressants (both short and long-term usage). Another important issue is connected with the treatment controversy, because some meta-analysis is biased to CBT alone rather than to pharmacotherapy. The domestic treatment of agoraphobia can be also used to treat PD with AG. In some medical traditions, it was found that pharmacological placebo is significantly more effective than relaxation or alprazolam. The exposure treatment of agoraphobia causes subsequent escape from panic and amelioration. Thus, the pharmacological tools are lacki ng in panic or AG neurosis treatment. Alternatively, it can be reduced by psychotherapeutic cognitive approaches. Agoraphobia developed among many famous people. For example, Horace Leonard Gold (a science fiction writer and editor) had a harsh form. After his wartime trauma, his disease did not allow him to leave an apartment for two decades. Only after hard non-traditional treatment he succeeded. Another person Brian Wilson (singer) also had AG and schizophrenia, but his treatment did not give any result. Those examples demonstrate that this disease can attack anybody and there is no guarantee it will be treated. Axis Issues The Axis model includes five parts that in complex provide a comprehensive diagnosis with full description of the symptoms and factors that affect mental condition. The Axis I describes general depressive/nervous disorder (major characteristics and observation). The Axis II is dedicated to identifying the frequency of disorder attacks. The third Axis describes physical problems that may be related to mental disorders and worsen the condition of the patient (panic, trauma or physical violation). The Axis IV is connected with any kind of threats and dangers (for example, a job loss). The Axis V estimates an ability to function in every fay life (occupational, social and psychological accommodation). Speaking about the multiaxial distinction of Axis I-III, there is no big difference in conceptualization. Physical or biological factors are not related to phobias or neurotic disorders. In addition, medical condition does not directly depend on physical peculiarities. Sometimes they can be controversial, a high-rated diagnosis result of the body functioning does not guarantee impossibility of mental disorder development. Practically, it can be observed in the information provided by the American Psychiatric Association. This establishment monitors the facts, treatment process and results of the AG diagnosis and treatment programs. An important issue is that the conception represents various groups of people whose disorder progressed (by age, gender, surrounding, occupation). For example, one of the hardest forms of agoraphobia was developed in Rita Clark’s social escape. The treatment included complex Axis diagnostics and after 20 years of panic and fear, a woman returned to normal life (American Psychiatric Association, n. d., n. p.). Agoraphobia is an independent form of phobia, characterized by frequent panic attacks, when a person appears in an uncomfortable surrounding. The DSM conceptions tried to conduct a constant algorithm of the symptoms and consequences of agoraphobia disorder. The studying process caused various discussions about the psychological relation of AG to PA or PD. Meanwhile, five phases of Axis were formulated, which allowed providing full diagnosis of the patient simultaneously. The treatment analysis demonstrated that the treatment must include both medical and psychological methods.

6 things you need to do before applying to your dream job

6 things you need to do before applying to your dream job Any of us who have spent time on the job hunt trail have been here before: While checking out job boards and researching companies who are hiring in our industry, you come across the coveted dream job- a posting that’s so perfectly aligned to what you’re looking for in your next career step that you can almost convince yourself that it was tailored precisely for you. Everything about it seems just right- a position with an industry-leading company who has a great reputation and culture, job responsibilities that really match what you’re looking to take on, and opportunities for lasting growth and success. In sum, what appears to be the perfect job. When we stumble across the dream job, we all know what happens next. A wave of anxiety washes over you like an unavoidable tsunami, with thoughts of all the great candidates who may have beaten you to the application punch, and fears that your window for applying may be closing and that your chances of getting the job may be slipping away with each passing moment.Yeah, we’ve all been here before, and at this point, you’re going to be struck with the urge to frantically rush to apply for the job before it’s too late. This is precisely the point where careless and unprepared candidates slip up and make the sort of mistakes that prevent them from being taken seriously by hiring managers. Don’t be one of these people.If you’re really intent on landing your dream job- or any job for that matter- then it’s in your best interest to slow down, take a moment, and make sure you take care of these 6 important things before applying.Review the postingMany candidates get so excited after reading a great job posting that they overlook key details, which often include specific instructions for how to apply. Rookie mistake- failing to comply with all application instructions can ruin your chances of being seriously considered for the position. Read the posting more than once to make absolutely sure that you have all of the details down cold.Review your application materialsSure, you want to get your resume and cover letter in for consideration before it’s too late, but incorrect, error-laden, or incomplete application materials are almost impossible to recover from. Trust us, taking the time to slow down and confirm, several times, that your materials are perfect and error-free is time well spent.Tailor your approachHaving a canned cover letter and resume for every job posting you come across is not your best approach, and savvy hiring personnel are going to notice. Crafting your resume and cover letter for every position you apply for and highlighting why you’re the ideal candidate for each specific company is a much better strategy for grabbing attention and getting your foot in the door for interviews.Answer the question â€Å"Why you?†The scary truth of the job world is that there are tons of qualified candidates for every open position, and candidates who don’t clearly demonstrate why they should be considered from all those among the candidate herd have little chance of standing out from the crowd. Make sure your application materials showcase your full potential value and detail why you’re a candidate to be reckoned with and taken seriously.Mind your social mediaMany candidates become so laser-focused on getting their application and materials just right that they forget to mind the other details- like making sure their public social media doesn’t contain anything that may hurt their chances. Checking a candidate’s social media footprint is industry-standard today, so make sure that anything hiring managers and personnel can see reflects as positively on you like your cover letters and resumes do.Don’t forget to re-reviewIt’s never a bad idea to take a little time to re-review your entire application package before sending it off to make sure it’s in perfect shape. If you can get a person you trust to review it with a fresh set of eyes, even better. Consider it a little extra insurance towards making sure that you’re doing everything you can to land an interview.If you’re hot on the job hunt trail and eager to land your dream job, make sure you take care of the 6 key things mentioned here before clicking â€Å"Send† for any application you submit.

High Performance Coaching Essay Example | Topics and Well Written Essays - 2000 words

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Key To Success For Implementation Of IMC

Key To Success For Implementation Of IMC The emergence of integrated marketing communications (IMC) has developed into one of the most significant example of growth and expansion in the marketing discipline (Kitchen, 2003). It has influenced acting and thinking among companies but also state owned companies, authorities and political parties, all facing the realities of rivalry in an open economy (Smith, 1996). Today, integrated communications has developed into an expansive discipline that links marketing to a number of other grounds, including corporate culture, corporate design, corporate communication and public relations (Christensen et al., 2008). IMC has received significant interest in both the practitioner and academic communities, since the beginning. The interest played to IMC is largely a purpose of its strong appeal which makes good sense. Its been more than a decade since the concept was first introduced but however most major businesses have yet to fully apply the ideas contained in the IMC. In fact Schultz, et. al. (1992) state that recognition of IMC has not been as rapid as they thought. The benefits of IMC that Smith et al. (1999) identified are the following: All of the market communications are controlled and managed by the IMC. IMC ensures that brand positioning, personality and messages are conveyed to each part of communication which are delivered from a single reliable strategy. It is said that Relationship Marketing strengthens a bond of devotion with consumers which can also protect them from the competition. It is a great advantage to keep a consumer for life. IMC can increase the sales by extending messages across numerous communication tools to generate more ways for consumers to be aware of the product and to make a purchase. IMC reduces duplication in photography and graphics as they can be shared in advertising and exhibitions. A single agency is used for all communications so the agency fee is reduced or even if many agencies are used, time is as meetings get all the agencies together for strategic planning or briefings. Thus, it decreases workload and stress levels. Successful IMC campaign needs to find the firm a correct mixture of promotional techniques and tools that define their tasks and the level to which they should be used, and manage their use appropriately. IMC helps in making the communications effective and efficient amongst companies through various concepts such as customer focus, customer empowerment, brand resonance, immersive marketing and emotional bonding. If correctly implemented, the IMC plan could collect data and implement response based on the previously gathered data. Marketing communications derived from the consumer need is able to build value into the service or product and divide it from the competition in the customers minds. BARRIERS TO IMC IMPLEMENTATION Marketers appear to be tired when it comes to modifying the change and investment in their approach to marketing communications. The discussion concerning what marketing communications can be predictable to accomplish has been going on for very long ( Ambler, 2000). In the middle of the rising identification that advertising; mostly in the grown markets mainly carries out a reminder purpose focused largely on protecting the existing market-share. Both the agencies and clients have challenges in generating and implementing the efficient communications agenda. All areas of the diverse marketing communication business carry on to face instability among the media, declining audience and the internet (Douglas, 2003). All this are making the companies reconsider the blend of marketing communication tools with consequences for the usual mass media which may not be capable to gather the wants of the 21st century customers and find their market shares wear down despite of the synergies occurr ing from tactical associations in the media business (Davis and Craft, 2000). Another concern is regarding the advertising practitioners where an occurrence of inside-out idea and practice overcomes (Kitchen and de Pelsmacker, 2004). There are various tactical subjects of concern in the broader discussion concerning the development of IMC along with the long term involvement to marketing practice and theory (Gould, 2000). Duncan (2005) advocated the tactical forecasting and examining of brand relationships is who as well said that priority ought to be given to their most important consumers. But, so far, there is very little proof of purchaser value being resolute by any segment of IMC (Garber and Dotson, 2002). In spite of huge investments, the relationship amongst the multiplicity of IMC and customers is not well understood. Though, observed evidence of the effects of mixtures of media, like print advertising and television (Jin, 2004) is rising. According to the consumer driven strategy, IMC is the main organization of all the brand contact points. Different levels exist, where such integration takes place. The different levels would be the following. Level 1 Tactical co-ordination Level 2 Redefining the scope of marketing communication Level 3 Application of IT Level 4 Strategic and Financial Integration Key to success for implementation of IMC IMC is a theory that must be implemented logically and simultaneously at all levels and functions of a corporation. Marketing functions and Public relations are not the only programs that are integrated which makes the company an example of IMC (Low, 2000). The key tip is to be careful of companies with strong marketing cultures, because topics like corporate reputation will take a back seat to the provincialism of brand management (Pettegrew, 2000). Functional and Structural issues must become a critical part of any effective IMC series. Of particular importance is beginning with a communication czar who will become the principles and evangelist of the IMC implementation attempt (Reid, 2005). Any IMC program must be personalized to the unique character of a particular organizational culture. For an IMC program to work successfully, it must reflect the distinctive culture in which it must function well. EXAMPLES: In spite of the demand, the IMC premise fails to take into account the way most companies are structured and functioned. Many corporations that are believed to be examples of IMC; fail to maintain the IMC principles on a company basis. The examples of Nike and Proctor Gamble will disclose that neither of these companies are functionally or structurally integrated public relations and employee communications with their marketing roles. NIKE Nike- the athletic footwear and attire manufacturer, has been cited as an example of IMC excellence and marketing. In a cover story from Fortune, (Hamel, 1997) states: Ask Nike- CEO Phil Knight what he likes to do best, and he does not falter a beat, he likes to break things. then in the 1980s, he turned his booming athletic shoe corporation into a marketing machine, saturating the airwaves with drastic commercials that highlighted emotion rather than the product. Schultz, et. al. (1992) publicized Nikes success in their IMC book: The thinking behind IMC is that every statement logo, price, promotion, label, distribution should be created to help convince the intention of the competitive advantage. Duncan and Caywood (1996) also include Nike among several companies that have been tremendously successful and based on observation, they are doing brilliant jobs of integrating their communication labors. Nikes breaking the marketing rules of the athletic footwear business which has come at a cost paid by its worldwide company reputation. Given these setbacks, one could argue that Phil Knights tactical wisdom for Nike is more alike to original advertising and horizontal integration than true IMC. There is a little proof that Nikes victory was achieved by the tactical management of all messages and media used by an organization to jointly influence its perceived brand value (Keegan, Moriarty Duncan, 1992). There are missteps that suggest Nikes marketing communications which may not be so ideal. For example, in 1997, Nike followed its patently bold and brash in your face marketing formula in an attempt to gain market share in an international soccer (Thurow, 1997). In Spain, an overwhelmingly Catholic nation, Nike introduced a commercial of Satan and his demons playing against a team of Nike endorsers. Spain refused to allow the commercial to air during primetime. Nike also placed an advertisement in Soccer American magazine saying: Europe, Asia and Latin America: Barricade your stadiums. Hide your trophies. Invest in some deodorant, as Asia and Latin America have been crushed. So will Europe. The world has been warned (Thurow, 1997). And finally, Nike ran an ad on British TV featuring a controversial French soccer player who detailed how spitting at a fan and insulting his coach had won him a Nike contract. Far from having an insight into the soccer market from the customers point of v iew and gaining ground against rival Adidas, Nike garnered a scathing editorial in the International Federation of Football Associations newsletter. Another recent evidence that says Nike is hardly the quintessential IMC company. Nike groped and allowed accusations of child-labor sweatshops in Asia that subcontract the manufacturing of Nike shoes to fester. In 1999, a team of journalists went to document the conditions for themselves, but Nike shut the factories. Prior to this series of incidents, widely published news stories detailed incidents in which poor children in the inner-city were robbing, stealing and seriously injuring peers to obtain expensive Nike shoes such as Air Jordans. Publicly Nike ignored these charges for years. Considering these two incidents, there was a genuine public relation crisis where any company engaged in lawful IMC could have anticipated before it became a crisis. Instead, Nike just kept on marketing until crisis overwhelmed it. Nikes power as an IMC example is, at best overstated. Harris (1998) argues: That master marketer of our times, Phil Knight, likes to point out that while an ad page in Sports Illustrated costs $150,000, no amount of money can buy the front cover where swoosh-bearing athletes appear with great frequency. The omnipresent swoosh has a 90 percent-plus awareness among consumers, enabling it to stand alone. Many seasoned public relations professionals are quick to admit that companies that live by extraordinary market exposure can also die by the same token. In a recent effort to distance itself from its public relations problems, Nike first tried to eliminate its swoosh from its marketing campaigns and replace it with a kinder-friendlier marketing approach that emphasizes fair labor practices, the global community and environment. PROCTER GAMBLE Procter Gamble (PG) is considered by academic scholars to be a world-class marketing company and is said to stand 6th in Fortunes Most Admired Companies 2010 list (Wikipedia). Similar to the Nike brand, PG possesses some of the most particular brands in the world like Tide detergent, Duncan Hines cake mix, Jiff peanut butter, Crest toothpaste and Cover Girl cosmetics. It also has dominant market share with many of its leading brands. Even though, PGs marketing command has a record of external internal communication mistakes suggestive of Nike. PG openly misused both the Rely Tampon crisis and allegations that their packaging sign recognized the companys satanic links. It was said that PG lost face openly and separated employees when it was exposed that the company had phone-tapped a few staffs they had assumed of revealing business information. This was followed by a job of dealing with some of the physiological effects of its new replacement, Olestra. Without bearing in mind the public comeback, they allowed their scientists to name the release of Olestra, anal leakage (Henkoff, 1996), raising an additional sign of public controversy. Recently, PG shot itself in the business reputational base again. The Chief Financial Officer (CFO) declared to the media that PG anticipated to meet its earnings forecast for the end of the quarter. Few weeks later, new CEO, Durk Jager was forced to declare to the same media that they had incorrectly over-estimated their periodical income and that the business would fall very short of its periodical earnings forecast. Over the following week, the companys stock fell sharply as financial markets and shareholders lost faith in the respected company. The Board of Directors of PG then fired Mr. Jager. New CEO, A.G. Lafley must now try to recover the market share and end the defections of many of the companys finest and brightest to the hi-tech industry. Regardless of Harris (1998) categorization to the opposite, these exemplars explain just how far away PG has been working from the essential IMC state of speaking to all stakeholders with a single voice (Schultz, et. Al., 1992). THE PROBLEM WITH IMPLEMENTING AT THE HIGHER LEVEL OF MANAGEMENT Nike and PG do a wonderful job with the marketing side of IMC without incorporating their employee and public relation functions, their company reputations have suffered. IMC theory has given a short shrift to the organizational barriers that often avoid companies from implementing IMC effectively. BARRIERS BETWEEN THE COMPANIES [NIKE AND PG] I have argued that two companies Nike and Procter Gamble, fall far short of the IMC model. Neither company has effectively integrated its many communication functions seamlessly. Both companies are very strong in terms of marketing, but they remain weak in employee communications, public relations or both. The question is, how do companies like these miss the IMC mark? The answer would be to a great level in their organizational structures. Both- Nike and PG are marketing organizations, organized around product marketing. PG demonstrates a brand management association where both staff and line functions are positioned within a companys various brands or products. While, PGs organizational structure has developed over the years, staff communication functions such as public relations and employee communications are organized around and directly support each brand or group of brands. Brands get the most resources and use huge internal influence. Beginning in June 1999, PG undertook a new organizational proposal that created a unit called Global Business Services providing a centralized staff support service across all of its Global Business Units (GBUs). Prior to this idea, each brand unit had its own communication staff functions with little company-wide centralization and control. While Nike uses another form of organization, its purpose and structure still highlight marketing its products and services. CEO- Phillip Knight is Nikes marketing chief and until its recent reputational woes, exemplified its bold approach to the market (Thurow, 1997). Most of the marketing decisions are made by the heads of these business units without the kind of teamwork and central planning required by IMC. Staff communication functions like investor relations, public affairs and human resources have traditionally played support roles. CONCLUSION The concept of IMC is a good one but it only exists at lower level management and not the higher level management and reasons for it are very clearly stated in the passage above.

The Dramatic Effect of Act One Scene Five of William Shakespeares Rome

The Dramatic Effect of Act One Scene Five of William Shakespeare's Romeo and Juliet In this essay I will explain how Act 1, Scene 5 is dramatically effective. Act 1, Scene 5 is the most important scene in the play because it is the scene where Romeo and Juliet first meet. This play is essentially about two families that are enemies, The Capulet’s and the Montague’s, Juliet is the daughter of Capulet and Romeo son of Montague during the play they fall in love. Right from the beginning the prologue tells us this play is a tragedy. We also know Act 1, Scene 5 is dramatically effective because we are told when Romeo and Juliet meet they will become: ‘Star crossed lovers’ We know it is doomed love because it also says: ‘Take their life’ ‘Death-marked love’ The drama is built up before Romeo and Juliet meet. Romeo is keeping to himself and prefers night to day. He is already in love with someone else. Rosaline but she doesn’t feel the same. It is shown in this quotation: ‘Well in hit you miss: She’ll not be hit with cupid’s arrow’ The audience is told that Paris wants to marry Juliet but her father disagrees because he feels she is too young, however he invites Paris to the party to win Juliet’s heart. This is shown by Capulet saying: ‘But woo her gentle Paris, get her heart,’ When Juliet is asked about marriage by Lady Capulet she feels differently: ‘It is a honour that I dream not of.’ One of the ways Shakespeare makes this scene dramatically effective is by making Romeo discover Rosaline has been invited to the Capulet party. Benvolio urges Romeo to go and they decide to gatecrash the party. ... ...s as Juliet asks the name of two other men before asking for Romeo’s. The audience feel they are being played by this story unfolding, and are very effective dramatically. There is dramatic irony as the nurse goes to find out Romeo’s name Juliet says: ‘If he be married.’ The audience know that love can lead to marriage and that can consequence in death for Juliet. Juliet has a dramatic reaction when she finds out Romeo is a Montague: ‘My only love sprung form my only hate! Too early seen unknown, and known too late!’ Juliet has fallen in love with Romeo an enemy of her father. There is Dramatic irony that underlines the dramatic effect of the whole scene. In this essay I have clearly shown the different ways in which Shakespeare has made Act 1, Scene 5 dramatically effective throughout the play.

“An Indian Story” by Roger Jack Essay

In â€Å"An Indian Story† by Roger Jack is an example of family solidarity and care giving within a minority family. When Jack was just a young boy, his mother died, then his father remarried and started a new family that made the boy uncomfortable with his living situation. After that, he decided to go living with his late mother’s sister, Aunt Greta. It is an evident that even before he decided to move with Greta, Jack was very close to her when he stated, â€Å"I walked to Aunt Greta’s house and asked if I could move in with her since I had already spend so much time with her anyway†(53). This is our first example of the strong ties to extended family in this story. As the story progresses we learn that Greta has sacrificed not only for her nephew but for her father as well. Greta had been married for a long time but her husband just died five years into their marriage. The reason why Greta and her husband never had any children and she never remarried was because she took care of her father after her mother died. The fact that Greta looked after her father demonstrates another tight family bond and support for one another but it was also evident that the two share a close relationship. The author states, â€Å"She [Greta] had so much love and knowledge to share, which she passed on to me naturally and freely† (53). Hence, tradition was very important to Greta’s family as well as their Indian culture and Greta shared it with Jack. During the years, Jack and his aunt form an even stronger bond and she became a mother to him as they shared many adventures together.

A Division of Parody Productions Essay

1. FACTS: Parody Productions, LLC is a company that sale his playing cards over the internet. The product portrays well-known players from a sports team’s history. The plaintiff in this suit, Ronald Swoboda, is included in the New York Mets Hero Deck. Swoboda claims that he has never given Parody permission to use his image. He further contends that through his attorney he sent Parody a cease and desist letter. Parody refused to stop selling cards with Swoboda’s name and images. In response, Swoboda filed the instant lawsuit to enjoin Parody from the continued use of his name and likeness and for damages for violating his right to publicity, and, alternatively, damages for unjust enrichment. The trial court sustained the exception of lack of personal jurisdiction and this appeal followed. See more: Satirical elements in the adventure of Huckleberry Finn essay 2. ISSUE: The issue is â€Å"Did Court of Appeal of Louisiana approve lack of personal jurisdiction of an internet merchandiser?† 3. DECISION: Affirmed 4. REASONING: Since 1945, technology has advanced to such a degree that it is possible for sellers to reach consumers in their homes worldwide. The onset of the Internet has created a lapse between the method of doing business in 1945 and the legal system’s ability to keep up with technology. The â€Å"purposeful availment† requirement for the exercise of personal jurisdiction over a nonresident defendant ensures that it will not be haled into a jurisdiction solely as a result of a random, fortuitous, or attenuated contact, or by the unilateral activity of another party or a third person. In Quality Design, the court ruled that Tuff Coat’s website was a passive one, whereby information about its product was provided, but actual sales were arranged via telephone or mail.

How to choose the right employee benefits for you

How to choose the right employee benefits for you When you’re thinking about changing jobs or careers, salary is likely a huge component of your decision. After all, aside from the job itself, what you will earn is one of the most important factors for your personal bottom line. Yet it’s not the end-all-be-all of your employment package. Your job offer package will also include information about benefits, and your workplace will likely also come with perks and programs that are specifically open to you as an employee. Essentially, â€Å"benefits† are your total compensation package for your job. That includes salary, yes, but it also includes things like insurance coverage, time off, retirement plans, and work-life balance tools and programs. These are less tangible forms of compensation that can vary by company, and are often responsible for a lot of your job/company satisfaction. The paycheck is great, but it takes more than that to make a job feel like a good investment on your own part.Let’s look at s ome of the most common benefits. They often vary by company and your employment status (for example, part time jobs often offer fewer benefits than full-time jobs), but here are some of the benefits package highlights you may be considering as part of a job offer.InsuranceHealth Insurance is a big topic these days, to say the least- and that focus on employer-provided healthcare catapults it to the top of the list of important benefits to understand and consider as part of a new job. Health insurance is common for full-time jobs- less so for internships, contract gigs, or part-time jobs, but not unheard of. Employers typically have a contract with a specific insurance provider and offer employees a choice of plans within that insurance company’s options. The employer subsidizes some of the cost of the employee’s health insurance plan, with the employee typically paying a set amount per pay period to cover the plan costs. You may not be able to negotiate much on the hea lth insurance front because employers are required to provide certain options to all employees, but you can certainly ask about what kind of coverage and plans a company offers during the negotiation phase.Medical healthcare insurance is not the only type you may encounter: some employers also offer dental insurance, disability insurance, mental health insurance, vision insurance, or life insurance. Disability and life insurance can be especially important if there are risks associated with your job, so it’s important not to forget those when considering a benefits package.Vacation and Personal DaysAlong with insurance, vacation is the other crown jewel in the benefits crown. Employees need a break, and companies know that it’s in their interest to offer a certain number of paid vacation days per year. This can vary widely by industry and company, but vacation days are often a negotiation point if the company is unwilling to negotiate much on salary or insurance.When t hinking about vacation days, it’s essential to ask about how each company handles them:Do vacation days accrue throughout the year, or do you have your full number of vacation days on your start date/the first day of the year?Can you roll vacation days over if you don’t use them all in one year, or does the company have a â€Å"use it or lose it† policy stating that unused vacation time goes â€Å"poof† after a certain date?Does the company compensate the employee for unused vacation days if the employee leaves before the vacation days are used for the year?Additionally, the company may offer â€Å"personal† days off that aren’t necessarily vacation or sick days, but can be used for employees to attend to personal issues, like appointments or personal obligations.Flexible Work ArrangementsSome companies may offer alternatives to the 9-to-5-at-your-desk grind. For example, it might be possible to work remotely or to adjust hours to create a s horter work week to accommodate childcare, personal time, or other needs. (For example, working 10-hour days Monday through Thursday in order to have Fridays off.) This kind of benefit really depends on how the company is structured and the demands of your job. If you’re expected to be in the office for client meetings or to provide a particular service, this may be a non-starter. But if your job is heavily email-based or you can do it be teleconferencing in for meetings, it could be a good option.Flexible work arrangements are a good negotiating piece if the employer isn’t willing to budge very far on salary.Family BenefitsMany companies offer benefits geared toward employees with family obligations (children, taking care of relatives, etc.). This may mean on-site childcare or opportunities to work from home to spend more time with children. Many companies also have a relationship with specific daycare providers and can offer employees discounts or incentives.Itâ€⠄¢s important to note that companies cannot discriminate against employees based on family status, so it’s in your interest to take advantage of family-friendly benefits as necessary. And even if it’s not really a factor for you at the time you take a job, you never know if it will be something you need in the future, so it’s best to get a sense up front about your new company’s family policies.Some companies will also help pay adoption or foster care expenses for parents who choose this option for their families.Paid LeaveBy law (specifically, the Family and Medical Leave Act), companies that have more than 50 employees are required to provide up to three months of unpaid leave for a personal or family medical issue, and parental leave for the birth of a child. Additionally, some states have requirements about paid leave, so definitely check your state’s requirements.Beyond that, many companies have policies where they offer certain types of paid leave for personal reasons, going beyond the current laws. There may be paid leave for personal or family issues, as well as a certain number of weeks of parental leave when a child is born. And although many companies are now broadening paternal leave policies to match maternal leave, it’s important to see how- or whether- your company differentiates between the two when it comes to parental leave.Sick days often fall under this heading- some companies offer a certain number of paid sick days per year, while others don’t necessarily track the number of paid sick days until you hit a certain number.Retirement PlansLike health insurance, retirement investment plans are among the most common types of employment benefits you’ll see. In these plans (including 401(K)s, Roth IRAs, 403(B)s, and similar investment plans), employees can set aside a certain amount of their pre-tax salary toward retirement funds. Some companies also have a â€Å"matching† program, w here they’ll match an employee’s own contributions and contribute that same amount to the employee’s retirement account (usually capped at a set amount each year). This matching is not a given, however, so definitely ask as part of your initial benefits conversation with your company.These retirement plans often have strict rules, like penalties for withdrawing funds before the employee is a certain age or limits on how much can be contributed/withdrawn in a single year.Relocation ExpensesIf your new job is in your current town, great- you likely won’t need to uproot your life to take it. If you’re moving to a new place for this job, or changing locales in general, it’s important to ask about whether the company provides any relocation expenses. This can include covering moving costs like transportation, temporary housing, or other incidental costs that can come up in the course of moving from one place to another.If a company offers relocat ion expenses, it may offer a percentage of your initial salary, a flat amount marked for moving expenditures, or the entire cost of the move.Professional DevelopmentOnce a company has invested in you as an employee, it makes sense that they would also have an interest in making sure you grow and improve professionally. To that end, many companies offer built-in benefits geared toward helping you learn more about your field or picking up skills that will help you advance. This could be a yearly budget for attending seminars or conferences (including travel) or money earmarked for classes or other professional development programs. For example, it’s unlikely that your job will pay you to learn German if you won’t be visiting the Berlin office, but that management seminar might be an easy sell.Tuition ReimbursementIf you’re in school while also working, your company may offer a program that reimburses you for full or partial education expenses. This could be a stan dalone course or workshop, or full-time enrollment at a college or university. It’s more common to see official tuition reimbursement programs at big companies, but even small ones might be willing to negotiate flexible work time or reimbursement plans on a smaller level.If tuition reimbursement is relevant to you, it’s crucial to understand what the company’s policies are- for example, does the coursework need to be related to your specific job/field, or will they reimburse a broader range of classes?As you can see, benefits can help turn your job from â€Å"new job† into â€Å"established part of my life.† There are ways for a company to compensate beyond the bottom-line salary number, and the more you know about the different kinds of compensation, the more ammo you’ll have for negotiating for more and better benefits.

Globalization and Technology Changes in Starbucks Company Research Paper - 8

Globalization and Technology Changes in Starbucks Company - Research Paper Example Here the company has carefully expanded its products and expertise to reflect new channels, products, and markets. Today Starbucks Company proudly offers its newly acquired customers assorted iconic beverages as well as new menu choices that reflect their community preferences. Technological advancement has in the recent days proven as offering certain companies a competitive edge over other similar companies. Changes in technology have equally been associated with growth in the competitiveness. Starbuck Company takes this idea seriously and has been in the forefront initiating new technological operations. Using this technology Starbuck has realized benefits ranging from administrative functions, management of our supply chain, online business, point-of-sale processing and payment at the stores and online, Starbucks Cards. There is no doubt that technology has boosted Starbucks operations and profitability, thanks to its inherent effectiveness and efficiency elements. Globalization and technological changes have seen the Starbuck grow its market outside America to include the China and Asia Pacific segment and the Europe, the Middle East and Africa (EMEA) segment. The former segment at one point became the fastest growing market delivering about 27% of the total growth in 2013. Ideally, Globalization and technological changes allowed the company to increase its market and thus increase its Net Revenues from $9.8 billion in 2009 to $14.9 in 2013(STARBUCKS CORPORATION Fiscal 2013 Annual Report, 2014). Â  Starbuck success is no secret and no one can doubt its standing among its equals; however, there is still much room for better performance. Maybe one of the ways this company can ensure its returns go above –average is by keeping up the search for more distribution channels in its US market and offer a wide range of food to complement its beverage business. Such is the case that this move will increase the average customer check.

The Broadband market in Italy Research Paper Example | Topics and Well Written Essays - 3000 words

The Broadband market in Italy - Research Paper Example In the third quarter of 2008 the broadband market subscribers was approximately 18 percent of the population. Italy has consistently been ranked as one of the countries with the lowest broadband penetration in Europe, the country lacked cable and DSL infrastructure and therefore market penetration was considerably low. The entry of other firms in the industry led into an increase in penetration and in 2005 Italy recorded the highest growth of broadband in Europe. Population growth rates in Italy have been decreasing over the last several years with current rates near zero. Major cities are densely populated and most of the population lives in flats and blocks that make FTTH and DSL more appropriate to provide broadband services. Vigevano(2002) pointed out that there were some barriers to the penetration of broadband in Italy and they included digital divide and lack of competition, this means that in rural area, broadband services were less profitable and therefore majority of the providers concentrated more in urban area. Government has not typically concerned itself with encouraging more s ophisticated use of the internet such as online transactions, and focus on European Computer Driving Licence(ECDL) provided to teachers, government employees, students this leads to increasing the awareness and skills of individuals. Vigevano(2002) points out that there are some barriers to the penetration of broadband in Italy, some of the factors that he highlighted include lack of capital to improve infrastructure, this hinders the growth of broadband in Italy. ... pointed out that there were some barriers to the penetration of broadband in Italy and they included digital divide and lack of competition, this means that in rural area, broadband services were less profitable and therefore majority of the providers concentrated more in urban area. Government has not typically concerned itself with encouraging more sophisticated use of the internet such as online transactions, and focus on European Computer Driving Licence(ECDL) provided to teachers, government employees, students this leads to increasing the awareness and skills of individuals. Vigevano(2002) points out that there are some barriers to the penetration of broadband in Italy, some of the factors that he highlighted include lack of capital to improve infrastructure, this hinders the growth of broadband in Italy. He also pointed out that there are regulatory issues that pose uncertainty regarding rights; another problem is digital divide whereby there is high adoption of broadband in certain area and in others low adoption and therefore firms concentrate only in large cities. According to House (2001) the shape of the S curve depends on the time period and saturation level and that the saturation level is less than 100%, he also states that saturation is driven by both the supply side and demand side, saturation level depends on the appropriateness of the technology and Economies of scale reducing prices increasing level of acceptance to peak. Estimated Level of Saturation The chart below summarises Penetration rate of Broadband in Italy from 2001-2008 Diagram 1: From the chart it is evident that broadband users(households and business) per 100 individuals has gradually increased over the years, it is also evident that in 2001 to 2002 is the introduction