Essay about Human Resourse

Article about Human Resourse Article about Human Resourse I can't help contradicting the announcement. Interpersonal interaction is a space for everybody to communicate their inclination and make a chance to speak with one another in any case to their own issue or open undertakings. The intrusion of getting to their long range informal communication accounts is an away from of their security too. Additionally, it will restrain the employee’s execution than expected. Besides, it is disregarding the terms of administration for interpersonal interaction locales. Access to work candidates’ interpersonal interaction accounts resembles requesting the way to enter their homes and lead a ‘sport-check’ of what they are doing. For instance, those photographs posted years prior in Facebook or twitter which is where the vast majority of the young person making the most of their legitimate age in the club may mirror a terrible impression to the administrator when they get to the candidate’s profile. They may lose their employment along these lines. Likewise, prejudgment was made by the human asset supervisors without explained with the representative their data on the profile will in the long run surrender the opening for work to other applicant. When the secret word is given to the human asset directors, up-and-comer must know that the human asset division comprises of very number of representative; their secret word must be ignoring to various in-control individual. Various individuals access to their record checking their data making applicant going through a large portion of the day stressed of what may have discover as opposed to putting complete consideration on the work and works it well. Likewise, they should be living in non-protection every day way of life as they don’t realize when will be the day their record being hacked by another person by posting non-related post or accomplishing something different on the record. Most pessimistic scenarios, the individuals who access to the candidate’s record can change their secret key without need takes note. As we have notice above, interpersonal interaction is a space that makes for everybody to communicate their inclination notwithstanding on the weight on work or the joy among them. As per the insights, the individuals who express their inclination to their companion will in general work far superior to their standard execution. Venturing into working industry will confront a ton of stress. The attack to their person to person communication record will assume control over their opportunity on communicating on the work which will expand their weight as the time cruise by. This will in the long run influence their exhibition on the work which thusly will influence the organization also. Requesting access to

Impact of the Internet on Communication With Children

Effect of the Internet on Communication With Children The Effect of Internet on Children’s Communication With the help of innovation advancement, the Internet has increased wide acknowledgment and become an incorporated piece of our lives in a brief timeframe. The Internet insurgency has transformed society since it presents to us a computerized information arrange, extraordinary access to data and correspondence. These focal points of Internet use, subsequently, quicken Internet clients overall development to increment exponentially. In 2013, The World Bank Organization reported that around 44 for each 100 Vietnamese are currently getting to the Internet. The association additionally uncovers that 90 percent populaces of the United Kingdom are Internet clients. During their adolescence and young people, creating language and relational abilities to a youngster is noteworthy (Ontario Ministry of Children and Youth Service, n.d.). Furthermore, it fundamentally collaborates with the general condition as opposed to social foundation (Roulstone, Law, Rush, Clegg, Peters, 2010). In the inter im, kids these days use Internet more. They are encircled by online condition and tend to investigate what on the web. In result, it is foreseen to have a progression of consequences for youngsters advancement. This report is to give our discoveries on the effect of the internet which are related with childrens every day correspondence and gives proposals for the negative cases. Beneficial outcome Instructive Purpose Self-viability and self-managed learning. To concentrate viably, a youngster needs to build up his/her self-adequacy. Self-viability and self-directed, as Chiou and Wan (2007) characterized, are fundamental to one’s certainty level in accomplishing his objective. In contrast to grown-ups, kids have distinctive minds, certified innovativeness, and relentless interest (Avery, 2004). Consequently, they get self-adequacy easily on the off chance that they are free to picture. Other than instructor direction at school, they have consolation from the web to draw in, and further to fortify their creative mind. For instance, in the event that they can't accomplish something, they can watch it on Youtube which gives them bit by bit (Tuukkanen Wilska, 2015). Result from Tuukkanen and Wilska (2015) uncovers that youngsters are having a tendency to go online for their school activities or task more than self-engaging. Once more, Internet exhibits particular points of interest in interfaci ng students with materials and instructors (Ritter, 2000). The web gives a huge number of sites which offer us the chance to move toward billions schoolwork help, course reading arrangement, and other e-assets in a couple of snaps. Something else, getting support from experts is a sensible decision. Since Internet gives us correspondence benefits effectively and with no expense, thus, it limits separations and cultivates association among instructors and understudies. Accumulate data rapidly. Doan and Bloomfield directed research on understudies exposition reviews under impacts of web perusing (2014) by get-together three gatherings to take a similar composing test, however in various conditions. One gathering was not allowed to utilize the Internet, the other two could, be that as it may, their time breaking point to do the test was diminished. In spite of that, understudies who were permitted to go online scored better, which demonstrates two things: To begin with, Internet gives us a wide foundation information in brief timeframe. Furthermore, it makes a positive result on our school execution. Less introverted conduct. As the proof recommend, utilizing Internet for instructive reason could bring us scholastic execution achievement. Equivalent to a domino impact, a youngster with school achievement would be less burdensome and higher confidence. A review by Kim (2011) demonstrates with these three adequate prerequisites: great scholarly accomplishment, less discouragement, and high-regard, kids would be less withdrawn conduct. Composed correspondence. Web 3.0 empowers and supports imaginative channels for online instruction, in which composed correspondence is a major type of moving data. Besides, the way utilizing mechanics, for example, spelling, accentuation, and capitalization developed in a message can astoundingly impact the understanding/error to one’s tone in his/her scholastic composition (Betts, 2009). Research shows that individuals express emotions with consolidated utilization of word decision, sentence structure and even text style (Stone, n.d., as refered to in Betts, 2009). Thus, analysts study web based composing style of self-destructive individuals. Obviously, it very well may be applied for self destruction hazard appraisal in what one of a kind verbal qualities that infer self-destructive hazard, and incite an alert for exceptional consideration (Barak Miron, 2005). A kid, similar to any living animal, needs to communicate outrage, distress, and joy. Likewise, regardless of whet her immediate or backhanded, a child’s mental need is differing and complex. At the end of the day, taking care of and dress a kid won't make any difference if there is no providing care or backing (Williams, Ciarrochi, Heaven, 2012). In this way, self destruction hazard evaluation would support parenthood worries to take note of their childs conduct and exercises as an intend to have the correct moves before any troubled terrible may occur. References Avery, M. E. (2004). What is useful for youngsters is useful for humanity: The job of creative mind in disclosure. Science, 306(5705), 2212-3. Barak, A., Miron, O. (2005). Composing attributes of self-destructive individuals on the web: A mental examination of developing social situations. Self destruction Life Threatening Behavior, 35(5), 507-24. Betts, K. (2009). Lost in Translation: Importance of Effective Communication in Online Education. Recovered June 5, 2015, from http://www.westga.edu/~distance/ojdla/summer122/betts122.html Chiou, W., Wan, C. (2007). The dynamic difference in self-viability in data looking on the web: Influence of valence of experience and earlier self-efficacy.The Journal of Psychology,141(6), 589-603. Doan, K., Bloomfield, A. (2014). The impacts of peruse time on the web on understudies paper scores. Kim, S. (2011).The impacts of web use on scholastic accomplishment and conduct change among south Korean teenagers: Mediating and directing jobs of parental components. Ontario Ministry of Children and Youth Service (n.d.). Your preschool childs discourse and language improvement. Recovered June 5, 2015, from http://www.children.gov.on.ca/htdocs/English/points/earlychildhood/speechlanguage/brochure_preschool.aspx Ritter, M. E., Lemke, K. A. (2000). Tending to the seven standards for good practice in undergrad training with web improved education.Journal of Geography in Higher Education,24(1), 100-108. Roulstone, S., Law, J., Rush, R., Clegg, J., Peters, T. (2010, May 11). Researching the job of language in children’s early instructive results. Recovered June 5, 2015, from https://www.gov.uk/government/transfers/framework/transfers/attachment_data/document/181549/DFE-RR134.pdf Terhi Tuukkanen,Terhi-Anna Wilska, (2015) Online situations in children’s regular day to day existences: children’s, parents’ and teachers’ purposes of view,Young Consumers, Vol. 16 Iss: 1, pp.3 †16. Recovered from http://www.emeraldinsight.com/doi/abs/10.1108/YC-03-2014-00430 The World Bank (n.d.). Web clients (per 100 individuals). Recovered May 27, 2015, from http://data.worldbank.org/marker/IT.NET.USER.P2?cid=GPD_44 Williams, K. E., Ciarrochi, J., Heaven, P. C., L. (2012). Firm guardians, rigid children: A 6-year longitudinal investigation of child rearing style and the advancement of mental adaptability in young people. Diary of Youth and Adolescence, 41(8), 1053-66.

Making Friends In College Common Mistakes

Making Friends In College Common Mistakes Taking hard classes, having to wear flip flops in the shower, making friends…it’s all pretty rough. Here are some common mistakes to avoid making when it comes to the latter: Not introducing yourself to your floor mates The people living on your floor are most probably the first people you will meet and really get to know in college. Some floors might be more quiet than others, but they all host weekly opportunities (i.e. movie nights, trips to restaurants, etc.) for you to get to know the rest of your residence hall, especially during the first few weeks of the semester. Even if you can’t attend every event, consider knocking on your neighbors’ doors and introducing yourself. You’ll be thankful you took the initiative when you actually know peoples’ names and it’s no longer awkward when you run into them in the bathroom while brushing your teeth. Clinging  to your high school friends Moving to a large University can be a bit of a shock, and it’s natural to gravitate towards the people you know out of comfort. However, be careful that you’re not limiting yourself from meeting new people! Embrace the change. One of the best parts of going to Illinois, in my opinion, is the amount of diversity on campus. It would be a shame to miss out on making a new friend or two  because you were so intent  on  reliving  your high school glory days. Not joining RSOs Registered Student Organizations (RSOs) are the perfect way to meet likeminded people. I really wished I had joined more during my first semesterâ€"I’d highly recommend going to Quad Day and signing up for as many clubs that interest you. If you are super passionate about something, (like singing, debate, chemistry…how about origami?) there’s an RSO at Illinois just for you. Expecting to find your best friends during your first year If you’ve avoided making  all of these mistakes  and you still haven’t found the Ann Perkins to your Leslie Knope, do not fret. Making friends in college can be a slow process. I met so many great  people during my freshman year, but it took me a very long time to actually feel close to them. If I could go back and tell my freshman self  one thing, it would be: “You are not the only college student who feels lonely sometimes.”  Keep your head up, and you’ll find your people eventually. Ria Class of 2018 I'm studying both Finance and Information Systems and Information Technology in the Gies College of Business. I’m from Los Altos, California.

Globalization And U.s. Government - 2114 Words

Globalization and U.S. Government Globalization is a new term to describe social, cultural, and economic process. It is a process that describes the interaction between different social groups. Tomas L. Freidman (2005), an American journalist, columnist and author, he wrote a book called â€Å"The world is Flat†. In the article, he notices that there are three period of globalization. He named the first period of globalization the globalization 1 which lasted from 1942. In the globalization 1, only countries involved in globalization. The globalization 2 lasted from 1800 to 2000. In this period, a lot of companies from different countries got involved. The last period is from 2000 to now. In the last period, individuals also involved in†¦show more content†¦Counties could get benefit from globalization of economy through international trading. However, they also could suffer negative impacts of globalization. In modern society, the trades between countries are usual and frequent. According to Robert, through international trading, the US citizens could buy foreign products in lower prices. However, international trading is harmful for some domestic companies (2013). For instance, if US and China all produce cars. Once both country open its market to the world. China will lose its original competitive advantages because the U.S. auto companies made better cars. The cause of this result is the diversity of competitive advantages. For China, their competitive advantage is low labor costs but low technology. For the United States, they has high technology but high labor expenses. Also if some of countries join some custom unions. Those country who was not in that unions will definitely has disadvantage on international trading. Towards these types of problems, the US government made a lot of policies to protect US economy. For example, tariff is an import tax which used to protect domestic companies. The tariff raises price of import goods. It is only benefit to U.S. producers. On t he other hand, world wild business competition enhance hardness for infant companies. The US government also gift

Leadership - Self Assessment Is A Important Factor For...

LEADERSHIP - SELF REFLECTION Mid – Term Paper Submitted By Hardik Joshi MGT545X Instructor: Dr. Margie Gallo 20 October 2013 Introduction: Self-assessment is a very important factor for every individual as its helps in understanding one’s behavior, personality and leadership style, everyone needs to analyze themselves and need to improve their qualities and performance. Every human being reflects on one’s own actions as it is an essential characteristic of an individual as it seeks constant growth. Such type of thought process helps an individual to prove himself as an effective leader. According to Lussier and Achua, Effective leader are essentially the influencers and asses their own behavior and actions to set an example in the society. In today’s world many great authors has introduced many tools that are available in the market to assess its own leadership trait. Keirsey temperament theory and Lussier Aucha are the example of such sources. (Lussier Achua, 2013). After going through Keirsey sorter exercise I have a better understand of myself and made me aware of different characteristics of individual such as temperaments, types, preferences, etc. which helps me in modifying and improving one’s personality. This exercise helped me to identify my temperament type which comes out to be ISTJ who is â€Å"Guardian†. The one of the important characteristic of Guardian is that they most of time speak about their responsibilities, for they have to keep an eye andShow MoreRelatedSelf Assessment : Personality Test997 Words   |  4 PagesSelf Assessment: Personality Test We don t usually transition our personalities, morals and commitment established on what we reviewed about ourselves. A conception of our personalities can help us find character in which we will do well, and assist us staying away from circumstances in which we will have an occurrence to have much stress. 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Plan and organize leadership groups to continue their ongoing leadership developments;Read MoreLeaders At All Levels Have A Responsibility For Assist And Develop Team Members Through Coaching And Guidance991 Words   |  4 Pagesand Leadership Principles - Leading Concepts, 2014). In order to be an effective leader, one has to focus on helping the individual with basic developmental needs and providing them with the tools to develop a plan. This plan will assist the individual with initiating a self-assessment to determine where they are now and where they see themselves in the future. It could also be a way of determining what it would take to reach these goals. Leaders have different personalities and leadership stylesRead MoreA Theory Of Authentic Leadership1598 Words   |  7 Pagesattention toward the behavior of individual organizational leaders. In response to repeated unethical lapses by highly visible leaders, the general public is demanding greater accountability, ca lling for positive forms of leadership in organizations in order to restore confidence in our social institutions (Avolio, Gardner, 2005; Walumbwa, Avolio, Gardner, Wernsing, Peterson, 2007; Gardner, Cogliser, Davis, Mathew, Dickens, 2011). A theory of authentic leadership has emerged in part as a responseRead MoreLeaderships Leadership Theory And Practice999 Words   |  4 Pages Leadership Self-Assessment Leaders come in all different shapes and sizes. Determining the kind of leader one will be most successful and best received by his peers can be challenging. After reviewing Northouse’s Leadership Theory and Practice, I have selected two different leadership styles that I believe will help me utilize my best attributes as a nursing leader. 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One of my favorite texts was Covey’s, The 7 Habits of Highly Effective people. Ever since, I have been working on those habits and have found them to be very effective in my leadership role. The 7 Habits of Highly Effective People (Covey, 2004), the author discussed how effective leaders habits lead to grow from dependenceRead MoreThe Leader Follower Relationship : Defining, Designing, And Biblical Truth1634 Words   |  7 PagesTruth to Global Leadership Introduction I was engaged in a dynamic conversation with a colleague in reference to subpar productivity of a particular office in which we work alongside. We went down the list of what the support staff (follower) were not doing, areas that lacked proficiency, and how to possibly address it. All of a sudden, my colleague stated, â€Å"Leadership is everything!† What is Leadership? What is Followership? Leadership is defined as â€Å"a process whereby an individual influences a group

Activating Communities for Hunger Relief Efforts Free Essays

The San Francisco-Marin Food Bank on Behalf of App Users By abashedly Activating Communities for Hunger Relief Efforts, foodstuffs(TM) Donates to The San Franciscans Food Bank on Behalf of App Users 1 888 parallelism Free Mobile App Promotes Healthier Communities by Providing Weight Management Tools while Fighting Hunger Through Food Bank Donations. Oklahoma City, K footwear’s is a free app that combines weight management with feeding the hung ray by donating to food banks such as the San Francisco Marin Food Bank In San Francisco, CA. Joining a nationwide network of footwear’s affiliated food banks, the San Franciscans Food Bank continues Its work to build healthier communities while engaging locals through technology to sup port a cause. We will write a custom essay sample on Activating Communities for Hunger Relief Efforts or any similar topic only for you Order Now In order for the the San Francisco Marin Food Bank to receive donations from footwear’s, a user must report â€Å"tweezing† (cutting calories from their food) to the app. Once footwear’s race elves the number of calories that a weight conscious consumer has chosen to eliminate from their food, the food bank will receive a donation in that amount. An equal number of nutritious calories will then b e distributed to hungry families in the area. â€Å"The SF Marin Food Bank is pleased to begin our partnership with footwear’s to enable con summer to support our work to end hunger In our community,† said Blain Johnson, Food Bank m Edie relations manager. It is important to us that footwear’s aligns with our goal to promote healthy com unities. Support from footwear’s will allow us to provide healthy food to families in need. † As a food bank that distributes 105,000 meals worth of food every day, the San Franca compare Food Bank is a partnering food bank that supports many struggling members of the communities I s serves. The 46 million pounds it distributes each year can now be supported by weight conscious, cause c onscious, consumers who appreciate the impact foodstuffs will have on their neighbors. Towhees makes it possible for consumers to be â€Å"heroes† who serve their comma entitles at no cost of time make the process of donating to their community even easier, footwear’s allows users to post a â€Å"tweak† on Faceable or Twitter which doubles or triples each donation. The approach consists of footwear’s users simply telling the app what food they ar e thinking of buying, eating or preparing. The app instantly displays images of suggested â€Å"tweets† that re move enough calories to make a positive difference but not in a way that changes the taste or leaves users hungry. To provide users with this simple tool, footwear’s maintains a corkscrewed picture e database of more than 44,000 small changes that show users how to â€Å"tweak† everything from a particular ar brand of cheeseburger at a national restaurant chain to grocery store purchases, and homemade e dishes of every kind. s proud and excited to support the San Francisco Marin Food Bank,† said Elise Shannon, footwear’s Executive Vice President of Partnership Development. â€Å"The San Francis Marin Food Bank is a highly committed and respected organization that provides outstanding service to of dimensioned members of our community. † footwear’s is rapidly expanding its partner base to food banks all across the nation, with more Joining each week, said Ms. Shannon, h erself a former food bank executive. Food banks that wish to affiliate with footwear’s may contact Ms. Shannon by email at Elise ( @ ) foodstuffs dot com dot Jay Walker, the inventor of footwear’s, is also the chairman of Patent Properties and curator of TEEMED, the health and medicine edition of the famous TED conference. A noted entrepreneur r, Mr.. Walker has founded three companies that serve more than 50 million customers. He is best know n as the creator of Principle, which brought a new level of value to the travel industry. Http:// www. foodstuffs. Com HTTPS://www. Faceable. Com/Foodstuffs HTTPS://twitter. Com/Foodstuffs HTTPS://foodstuffs. Tumbler. Com How to cite Activating Communities for Hunger Relief Efforts, Papers

Develop of Sensory Hypersensitivity Scale - MyAssignmenthelp.com

Question: Discuss about the Develop of Sensory Hypersensitivity Scale. Answer: Measuring instrument: Central Sensitizing Inventory (CSI) Central sensitization is a physiological situation of the nervous system in which, the chronic pain is developed and maintained. In this situation, the neurons of the central nervous system becomes hyperactiveand both the noxious and non-noxious stimuli becomes hypersensitive. During this, the nerves stimulus becomes persistent and this is the prime cause of pain in individuals. This phenomenon persists even after healing of the injury and it persists for a longer time. There is a group of syndromes that is known as central sensitivity syndrome such as irritable bowel pain, fibromyalgia, acute fatigue and central sensitization is one of the common etiologies for these disorders. To understand the level of pain in the patients suffering from such chronic pain, several quantitative tool has been developed (Kregel et al., 2016). According to the research of Smart et al. (2012), a cross sectional study was employed in patients with low back pain and referred for physiotherapy. After that a clinical criteria checklist containing two parts were filled by the 15 selected physicians. After filling those 38 sign and symptom-based checklist, the patients were given results with no pain and central sensitization of pain criteria. A minimum 464 subjects were selected after meeting little clinical and subjective inclusion or exclusion requirements, within which 256 were selected for nociceptive pain, 102 were selected for peripheral neuropathic pain and 106 were selected for central sensitization pain. Data screening and univariate analyses were done, in order to exclude nondiscriminatory symptoms and signs. Results were analyzed using a subsequent analysis using binary logistic regression, CSP versus non-CSP graph (Smart et al., 2012). Therefore, to perform the tests for CSI, very less instruments are needed and those instruments are easily available for the physiotherapists. To perform the test for CSI, minimum time is required as the physiotherapist will examine the pati ents symptoms and signs of pain and will fill a 38-question checklist. This test can be performed by physiotherapists, general physicians and experienced registered nurses. According to another research project by Scerbo et al. (2017), Using CSI tool for the determination of the pain level in patients suffering from chronic pain is easier and compact qualitative results are obtained from this measuring instrument. Measuring instrument: Sensory Hypersensitivity Scale Central sensitization is one of the prime reason for chronic pain in individuals suffering from disorders such as fibromyalgia, acute osteoporosis and others. There are several interventions has been developed for the measurement and identification of this amplified pain, and those measuring instruments are known as pain measuring scales. Sensory Hypersensitivity Scale (SHS) is one of such scales that are utilized to measure pain. The scale measures the level of pain by comparing state of normal people and people affected with pain. In this test, nine sensory modalities such as taste, touch, smell, hearing, allergies, pain, light, heat and cold are measured and compared with others (normal or patients affected with chronic pain). Further, a 25 questionnaire containing 25 questions were filled and analyzed by physiotherapist to determine the level of pain. According to the experiments of Mayer et al. (2012), SHS is one of the best measuring instrument for identification and measuremen t of pain. Dixon et al. (2017) developed procedure for the development of the SHS tool and for that; they conducted five studies for different aspects of the SHS scale. All the patients were named as normal in the study and all of the participants were provided with a 25-question containi8ng questionnaire. These questionnaires were prepared depending on the pain level and assessment needs and the response of each participant was assessed by an independent assessor (Mayer et al., 2012). The study 1 was to develop the questionnaire; study 2 examined the internal reliability of the scale, study 3 and 4 to develop validity, and 5 to re-access every information needed. The test was performed on patients having chronic pain syndromes and they were to answer 25 close-ended questions about their pain. The result compared the pain scores of those patients with that of the normal patients to determine the level of pain. The test needed minimal time to perform the measurement and less number o f instruments is needed for that. As in the experiment by Ang et al. (2011), the test was performed by a group of general physicians and the procedure does not require any prior training, general physicians, registered nurses, practice assistant, physiotherapist can perform the test. Measuring instrument: Fibro Problem Scale (FPS) Fibromyalgia syndrome is a complex disorder that possesses tenderness, acute pain and its symptoms are associated with other numerous syndromes such as depression, anxiety and fatigue, cognitive dysfunctioning and stiffness of muscles. There are several reasons 40 occurrence of fibromyalgia in individuals over 30 year of age such as neurological, physiological, genetic, traumatic and hormonal. The measuring scale was developed for the measuring of the level of pain in patients and it is known as Fibro Problem Scale (Neblett et al., 2015). FPS has a particular importance in patients who are affected with rheumatoid pains and according to the assessments, maximum of the patients are affected with rheumatoid arthritis and chronic syndromes with inflammatory disorders. The FPS scale primarily determines the measurements of 5 typical symptoms of the fibromyalgia, these are fatigue, fog and function, insomnia, blues, rigidity and Ow which is also known as pain and tenderness. Boomershine ( 2015) conducted a research to identify and measure the fibromyalgia related pain in patients and the measurement process includes a questionnaire that need to be filled by the patients about their level and status of pain in past few weeks. The scores obtained buy each of the patients were analyzed and was put in different categories. This FPS scale is divided into ten categories in which Zero determines no problem or the patients does not possess any fibromyalgia related problem in his/her body and Ten determines totally disabling problem or the patient is suffering from high risk for disability. Researchers provided a form containing 10 dimensions to each of these fibromyalgia patients and the patients had to fill each of these categories depending on the level of the pain they are feeling. The patients were to assess their own symptoms, and pain level by choosing options in the form (Boomershine, 2015). The procedure of the test took minimal time for the researchers and the diffi culty level was low. The patients conduct this test, as they will be filling up the forms about their status of pain.Therefore, no further training or experience is required for the staff. Hence, the test can be monitored by any of the authorities such as general physician, practice assistant, registered nurse and physiotherapists. Measuring instrument for Cortisol level in saliva The level of cortisol in saliva can be used as a screening test for a wide array of disorders including hypercortisolism, Oesophageal Visceral Hypersensitivity (OVH) and functional heartburn. The measuring technique used to determine the level of electrical activity generated by the neurons of those areas and the technique is known as CEP or cortical evoked potentials. This technique measures and generated the integrity of the sensory pathway. It represents a sequence of negative and positive voltage changes and further provides the sensory information. The level of cortical can be used to identify the oesophageal balloon distension and perfusing of acid. There are several research has been conducted about the level of cortical used to identify the level of hypersensitivity. The research conducted by Yang et al. (2006) conducted the test in 21 right-handed patients affected with functional heartburn. These patients have a long history of heartburn and the heartburn was characterized in them with pain sensation behind their chest bone. All the patients were asked for consent about the study as they were stopped providing with medication, proton pump inhibitors, anti-secretory medications and H2 receptor antagonists from 2 weeks prior to the research. The human research review committee reviewed this study and an adapted multi-lumen catheter united with manometer, acid-perfusion and balloon-distention was used to access the level of cortical. Stepwise distension protocol was used to understand the first sensitization of the pain and further the process was repeated 192 times to obtain the average value of the stimuli. Cortical evoked potentials were registered using scalp electrodes and for that, the process was analyzed using the recommendations of 10-20 international systems. One electrode was positioned on the forehead and another was positioned on the left ear of the subjects. At every stimulation, the epoch data that is the tolerance level was recorded. All recordings were displayed according to the common neurophysiological convention. The CEP data were assessed and analyzed by an autonomous operator who was experienced in neurophysiological analysis (Yang et al., 2006). Statistical result was further implemented the perception threshold and the level of pain was compared for every patient with the standard. The test process took 24 hours to be completed and needed trained and experienced physicians to continue the process (Generaal et al., 2014).Therefore, only general physicians and physiotherapists having proper knowledge of the process can continue the measurement procedure. The cost of the measuring instruments are high as measuring electrical impulses needs modern and advanced technology. Therefore, the test requires much more time and capital to be performed and the results obtain from those results can be helpful in measurement and identification of electrical impulses that leads to functional heartburn in patients. Measuring instrument: Condition Pain Modulation Condition Pain Modulation (CPM) is used to determine the endogenous capacity of analgesia in healthy as well as pain-affected patients. There are several methodology that are used to understand the elicit CPMresponses and such measuring scale uses different physiological stimulations such as tonic phase stimulation that determine the slower movement of muscles. Further, there are several other stimulations present in this category that determines the pain of cardiac disease and arterial occlusion.The scale, which is used to determine these two are painful occlusion cuff inflation scale and Ischemic stimulation. According to Hilgenberg?Sydney et al. (2016), the researchers took quantitative sensory testing model to determine the sensitivity level in patients and initially 613 volunteer femaleswere chosen for the analysis. Further exclusion criteria such as usage of analgesics, having neurological disabilities were excluded and then only 80 women were selected for the process and were divided into four segments. CPM test was performed with each of the patient. The pressure pain threshold was determined by algometer. Further, mechanical pain threshold, ischemic pain threshold and cold pressure pain threshold was also determined and a table with data containing all the statistical analysis was presented. Each test session for every subject was performed by the same assessor and the sequence of the tests was determined by draw. However, the IPT and CPM tests were performed last because of their implications in pain modulation. Three special regions were assessed in each patient, for each test such as the body of the masseter muscle at pain side or at the most painful side, named trigeminal (TG) zone; the cervical (CV) zone, at C1 and C2 level at the pain side or at the most painful side; and the thenar eminence in the palm of the non-dominant hand that was named extra trigeminal (ET) zone. Higher score in the pain threshold determined the pain level in patients. Fro m the research, it was understood that the instrumentation of this measuring instrument are difficult to use and need experience or training for application. Further, the cost of the instrumentation are high. Therefore, general physicians, physiotherapists and registered nurses having experience of conducting such test are eligible to conduct such test (La Touche et al., 2017). Measuring instrument for sympathetic functionality It is known that the determination of the functional characteristics is collected from the responses of the organs and the researchers are aiming to estimate such systematic nerve activity. These nerve activities are helpful in determination of activities that lead to cardiac diseases, sympathetic skin responses and the processes that are used to determine the heart rate variability analysis. The heart rate variability analysis helps to access the autonomic cardiac regulation and this is done through the quantification of sinus rhythm variability. The lower band derived from this determined physiological oscillation compared to the normal heart rate. The measures that are used to determine this phenomenon are Average of NN intervals, standard deviation of all NN intervals and many more. The research from Van Oosterwijck et al. (2017), determined that central sensitization is one of the major reasons of feeling of pain and in whiplash patients, is the reason of development and mainten ance of pain. The researchers conducted a systematic review to understand the level of pain in patients with such syndrome and compared it with normal people. The inclusion criteria was, patients should not be disabled and should have developed pain after any trauma. These inclusion criteria included 24 articles and 22 of them were included to understand the methodology for the sensitizing process. The researchers performed several tests such as tilt table testing to detect the light head due to the occurrence of acute pain, sympathetic skin response and so on. The researchers used six stimulations to identify the functionality. Deep tissue stimulation (Using algometry and mechanical stimuli), nerve and skin tissue stimulation (using pressure algometry in skin and muscle tissue), Thermal stimuli (using pain thresholds), Electrical stimuli (Electrical stimulation bypasses peripheral receptors), Injections or local anesthetics (to examine the role of nociceptive input), Sympathetic Va soconstrictor (to understand the involvement of in chronic whiplash-associated disorders). The results were statistically analyzed and further calculations were made based on that result (Van Oosterwijck et al., 2017). The tilt table test according to Chalayeet al. (2014), this test helps to understand the blood pressure and flow of blood through arteries and heart rate, which is responsible for the light head symptoms. Sympathetic skin responses are also used in the research to identify the level of acute pain due to different kind of stimuli. The result form the research determined that central sensitization was the prime reason behind the pain stimuli of the patient and mechanical pressure was the reason behind it. The tilt table test determined the low blood flow during the situation and the sensory testing was positive as the nerve stimuli was generating severe pain in patients. The test procedure for this sensory testing took less time in the research and the difficulty of the process was very low. Further, the determination of the tests requires training and experience as statistical analysis was dependent of the nerve stimulus. Therefore general physicians, registered nurses and assistant practitioners were able to perform the task. The cost of the procedure was average and therefore, any healthcare organization can start utilizing this technique for future prospects (Pfau et al., 2014). References Ang, D. C., Chakr, R., France, C. R., Mazzuca, S. A., Stump, T. E., Hilligoss, J., Lengerich, A. (2011). Association of nociceptive responsivity with clinical pain and the moderating effect of depression. The Journal of Pain, 12(3), 384-389. Chalaye, P., Lafrenaye, S., Goffaux, P., Marchand, S. (2014). The role of cardiovascular activity in fibromyalgia and conditioned pain modulation. PAIN, 155(6), 1064-1069. Dixon, E. A., Benham, G., Sturgeon, J. A., Mackey, S., Johnson, K. A., Younger, J. (2016). Development of the Sensory Hypersensitivity Scale (SHS): a self-report tool for assessing sensitivity to sensory stimuli. Journal of behavioral medicine, 39(3), 537-550. Generaal, E., Vogelzangs, N., Macfarlane, G. J., Geenen, R., Smit, J. H., Penninx, B. W., Dekker, J. (2014). Reduced hypothalamic-pituitary-adrenal axis activity in chronic multi-site musculoskeletal pain: partly masked by depressive and anxiety disorders. BMC Musculoskeletal disorders, 15(1), 227. Hilgenberg?Sydney, P. B., Kowacs, P. A., Conti, P. C. R. (2016). Somatosensory evaluation in dysfunctional syndrome patients. Journal of oral rehabilitation, 43(2), 89-95. Kregel, J., Vuijk, P. J., Descheemaeker, F., Keizer, D., van der Noord, R., Nijs, J., ... van Wilgen, P. (2016). The Dutch Central Sensitization Inventory (CSI): factor analysis, discriminative power, and test-retest reliability. The Clinical journal of pain, 32(7), 624-630. La Touche, R., Paris?Alemany, A., Hidalgo?Prez, A., Lpez?de?Uralde?Villanueva, I., Angulo?Diaz?Parreo, S., Muoz?Garca, D. (2017). Evidence for central sensitization in patients with temporomandibular disorders: a systematic review and meta?analysis of observational studies. Pain Practice. Mayer, T. G., Neblett, R., Cohen, H., Howard, K. J., Choi, Y. H., Williams, M. J., ...Gatchel, R. J. (2012). The development and psychometric validation of the central sensitization inventory. Pain Practice, 12(4), 276-285. Neblett, R., Hartzell, M. M., Cohen, H., Mayer, T. G., Williams, M., Choi, Y., Gatchel, R. J. (2015). Ability of the central sensitization inventory to identify central sensitivity syndromes in an outpatient chronic pain sample. The Clinical journal of pain, 31(4), 323-332. Pfau, D. B., Krumova, E. K., Treede, R. D., Baron, R., Toelle, T., Birklein, F., ...Magerl, W. (2014). Quantitative sensory testing in the German Research Network on Neuropathic Pain (DFNS): reference data for the trunk and application in patients with chronic postherpetic neuralgia. PAIN, 155(5), 1002-1015. S Boomershine, C. (2015). Fibromyalgia: the prototypical central sensitivity syndrome. Current rheumatology reviews, 11(2), 131-145. Scerbo, T., Colasurdo, J., Dunn, S., Unger, J., Nijs, J., Cook, C. (2017). Measurement Properties of the Central Sensitization Inventory: A Systematic Review. Pain Practice. Smart, K. M., Blake, C., Staines, A., Thacker, M., Doody, C. (2012). Mechanisms-based classifications of musculoskeletal pain: part 1 of 3: symptoms and signs of central sensitisation in patients with low back (leg) pain. Manual therapy, 17(4), 336-344. Van Oosterwijck, J., Nijs, J., Meeus, M., Paul, L. (2012). Evidence for central sensitization in chronic whiplash: A systematic literature review. European journal of pain (London, England). Yang, M., Li, Z. S., Xu, X. R., Fang, D. C., Zou, D. W., Xu, G. M., ... Tu, Z. X. (2006). Characterization of cortical potentials evoked by oesophageal balloon distention and acid perfusion in patients with functional heartburn. Neurogastroenterology Motility, 18(4), 292-299.

Lifebouys Marketing Strategies free essay sample

Lifebuoy is a product of Hindustan Unilever Ltd. The brands core promise is protection and a commitment to support life . Lifebuoys programmes aims to educate people about the benefits of handwash with soap, and how handwash can help kill invisible, disease causing germs. It guarantee’s protection to everyone . this brand has established it self as the disinfectant soap , and has achieved immense success in all its campaign. Lifebuoy is one of the leading soaps in the market , thus my study will show a detailed study of its market strategies INTRODUCTION MARKETING STRATEGIES Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives. We will write a custom essay sample on Lifebouys Marketing Strategies or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page FMCG INDUSTRY OF HUL IN INDIA FMCG came into in existence in 1888 when Sun Light soap was firstly seen at KOLKATA harbor. It was made by Lever brothers in England. After that in 1895 Lifebuoy and after that Lux, Pears and Vim bar Hindustan Unilever Limited (‘HUL’), formerly Hindustan Lever Limited (it was renamed in late June 2007 as HUL), is Indias largest Fast Moving Consumer Goods (FMCG) company, touching the lives of two out of three Indians with over 20 distinct categories in Home Personal Care Products and Foods Beverages. These products endow the company with a scale of combined volumes of about 4 million tonnes and sales of nearly Rs 13718 crores. HUL is also one of the countrys largest exporters; it has been recognized as a Golden Super Star Trading House by the Government of India. The mission that inspires HULs over 15,000 employees, including over 1,300 managers, is to add vitality to life. HUL meets everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company, Unilever, which holds 52. 10% of the equity. The rest of the shareholding is distributed among 360,675 individual shareholders and financial institutions. LIFEBOUY Lifebuoy is a product of Hindustan Unilever Ltd. , India, which was earlier called the Unilever ltd. Lifebuoy is actually a brand which was invented globally before the term global branding itself was invented. It was invented in 1894 in UK as the royal disinfectant soap by William Hesketh Lever. In India Lever brothers introduced Lifebuoy in 1895 with the set up of offices for sales and marketing in Chennai, Mumbai, Kolkata and Karachi. Consistent in Lifebuoys 110+ year history has been its championing of health through hygiene. The brands core promise of protection and a commitment to support life through unbeatable protection is at the heart of the brand name itself – Lifebuoy, the guarantee of protection when you are threatened. While brands have managed to upgrade their image and evolve together with their consumers – Lifebuoy is a great example, having moved from a carbolic, sweaty association to desirable health imagery – there has been no example of a brand that has moved to the top of the pole after residing at the bottom. The relaunch of the soap in 2002, 2004 again in 2006 have been turning points in its history. In 2004, Lifebuoy’s product offering was revamped with contemporary packaging and an upmarket look. While that went down well with existing users, new users were still elusive; they continued to perceive the product as a ‘cheap soap for poor people’. That perception had to be changed without alienating the Lifebuoy loyalists. The objective for HUL was to launch a campaign that helped the soap shed its old-fashioned image and gain an entry into two million urban households. Lifebuoy before the end of the first quarter of 2011 was the leader in soap market in India after which they lost the competition to Reckitt Benckisers Dettol. Dettol is now the market leader with 42% of the market share whereas lifebuoy has 41% of the market share in the same market. OBJECTIVE OF STUDY REASON for selecting this topic Lifebuoy makes a moving appeal with Muthu’s story: Hindustan Unilever’s soap brand Lifebuoy has launched a social media campaign ‘Saving Lives’, inviting people to pledge support for the health initiatives it has undertaken on ground. The three-minute film has been created by Lowe Lintas and Partners and is currently on YouTube and Facebook. The film set in a village starts with a small boy (Muthu) spotting handprints in the mud outside his house. Curious, he sets out to follow the trail. He then spots his father who is walking on his hands across the town. He begins to walk along and very soon other villagers join them. His father continues his journey across the fields with the size of the procession increasing with musicians too walking along. A young lady, who seems like a tourist from the city, sees the procession from a bus and is intrigued. She joins them, trying to find out what is happening. The procession climbs on top of a hill, the man still walking on his hands over the rocky terrain. Finally, they reach their destination a temple. The man pays his respects to God before finally putting his feet on the ground. He explains to the priest that his son Muthu has turned five. The young lady asks the bystander what the big deal about turning five was. The bystander explains that Muthu is the man’s only child to have survived till the age of five. The film ends with the super announcing: On the initiative, Samir Singh, global vice president, Lifebuoy, said: â€Å"Lifebuoy’s goal is to change the hand-washing behaviours of a billion people by 2015 in order to help save lives and reduce disease. On top of the work we have been doing on ground for the last 10 years, we needed people to support our cause in huge numbers to reach our goal. † There are other HYGIENE EDUCATION AND DISASTER RELIEF measures that Lifebouy has takes in times of natural disaster. In 2004 after a Tsunami hit Asia, Lifebuoy bars were sent in relief packages to India, Sri Lanka and Indonesia to help prevent the spread of disease. The brand also provided aid after earthquakes hit Pakistan and Northern India in 2005. Lifebuoy donated over 200,000 bars of soap to the International Committee of the Red Cross to support the recovery effort. Lifebouy’s campaign continues today, with Lifebuoy hygiene education programmes ongoing in countries including India, Bangladesh, Pakistan, Sri Lanka, Indonesia and Vietnam. These are the few reasons which motivated me to make this project . The main OBJECTIVE of the project is to find: The strategies used to market its world famous soap, LIFEBUOY, in India ;the process of using market segmentation, target marketing, the product, pricing, promotional and distribution strategies. To analyse how it has established itself as the disinfectant soap . To study its competitors strategies and lifebouy’s relationship with them. LITERATURE REVIEW: Article 1: Brand story: Lifebuoy’s journey that is in the spotlight. Sruthi Radhakrishnan, ET Bureau Mar 23, 2011, 05. 08am IST When you go to a doctor, there are some very strict, disciplinarian ones and there are some who make light of the illness. Lifebuoy is the second kind of doctor, says Amer Jaleel, NCD, Lowe Lintas. Lifebuoy, for long, has been associated with a big, red, chunky bar of soap that keeps one healthy. The heritage brand, which has been around for more than a 100 years now (the first container with Lifebuoy soaps landed on Indian shores in 1895 at Bombay Harbour), was once touted to be the soap that was everything male and sporty. It has now become a family brand. Article 2: HULs advertising on rotis at the Kumbh Mela Lifebuoy se haath dhoye kya? February 8, 2013 | Sagar Malviya , ET Bureau. At Kumbh Mela, the largest congregation on earth where all big marketers are vying to sell their wares and boost their brands, one promotion that stands out is Hindustan Unilevers Roti Reminder for its Lifebuoy soap brand, ET reports. The countrys largest consumer products firm, along with creative agency Ogilvy, has partnered more than 100 dhabas and hotels at the mela site to serve rotis that are stamped with Lifebuoy se haath dhoye kya? (Have you washed your hand with Lifebuoy? ) The Roti Reminder gets a consumers attention at the exact time when hand washing is critical, Sudhir Sitapati, general manager, skin cleansing, at HUL, says. That is, right when she sits down to eat roti with her hand. At Kumbh Mela, the largest congregation on earth where all big marketers are vying to sell their wares and boost their brands, one promotion that stands out is Hindustan Unilevers Roti Reminder for its Lifebuoy soap brand, ET reports. The countrys largest consumer products firm, along with creative agency Ogilvy, has partnered more than 100 dhabas and hotels at the mela site to serve rotis that are stamped with Lifebuoy se haath dhoye kya? (Have you washed your hand with Lifebuoy? ) The Roti Reminder gets a consumers attention at the exact time when hand washing is critical, Sudhir Sitapati, general manager, skin cleansing, at HUL, says. That is, right when she sits down to eat roti with her hand. Article 3 Hindustan Unilever celebrates Global Handwashing Day Ahona Ghosh, ET Bureau Oct 15, 2012, 05. 06PM IST Hindustan Unilever is celebrating its 5th annual Global Handwashing Day across the country today. An initiative of the companys Lifebuoy brand of soap the campaign has been designed to raise awareness of handwashing with soap as a simple but lifesaving habit. At Mumbais Municipal Corporation School in Worli today the companys CEO, Nitin Paranjpe, film actress Kajol and Dr. Nirupam Bajpai, Director of the Columbia Global Centers, South Asia, and a Senior Development Advisor at the Earth Institute at Columbia University,spent two hours this morning with the children in an interactive session on benefits of handwashing. Article 4 Lifebuoy to get a facelift Rajas Kelkar, TNN Feb 9, 2002, 01. 00am IST Mumbai : Hindustan Lever, the countrys largest consumer goods company, will relaunch its 107-year old lifebuoy brand in an attempt to upgrade its image and positioning. this will be the first major relaunch of the soap and it will transform lifebuoy from a low-end, mass product into a brand new soap with a new price, packaging and positioning. sources said the company is reducing the size of the normal lifebuoy soap to 125 gms from 150 gms and increasing the price to rs 9 from rs 8. 50, an effective hike of 27 per cent. the company will make a formal announcement on february 12. company officials remained tightlipped about the issue. when contacted, a hll spokesman declined to comment. analysts say lever is attempting to revive the brands fortunes which have declined recently due to falling volumes in the overall soap segment. lifebuoy commands a volume market share of 18 per cent and is one of the most successful brands in the lever stable. but it has recently lost market share in a declining soaps market and its value dipped to rs 450 crore in 2001 from rs 595 crore in 2000. the price hike will come close on the heels of similar moves by lever in other products in the personal wash category. they believe that the current stock price of hll has already taken into account the price revision to be announced by hll. the current price factors in the increase in prices of key brands like lifebuoy and lux. the company is making an effort to boost its margins through the strategy. we do not believe that the price hike will result in a significant boost in sales or margins in the short-term. a large part of the earnings will be spent on promotions and marketing efforts required for relaunches, a dealer at a leading institutional brokerage commented. the hll stock rose 3. 59 per cent to rs 231 from rs 223, the third straight day of gains. the personal care wash category accounts for 18 per cent of the companys total sales revenues. Article 5 The FMCG and Retail Marketing blog Posted on December 18, 2010 Great Sales Promotion Strategy: Haath Dhoye Kya (Lifebuoy Hand Sanitizers) Was sitting in Coffee Cafe Day having a cup of coffee with a friend at santacruz east incidentally when I entered in the coffee shop I saw every table being displayed with a Lifebuoy Hand Sanitizer with a tag line â€Å"Haath Dooye Kya†. Great Sales Promotion Strategy: Haath Dhoye Kya (Lifebuoy Hand sanitizer) Now this is such a smart marketing where you are making consumer getting addicted to the consumption of the product by providing them live sample of the product with the freedom of using the product without paying for it. Now this is generating intense consumption need of the product which is already being consumed for instance take the example of those tooth paste companies who educated their present consumer who used to brush their teeth once in a day by just letting â€Å"consumer aware that you should brush your teeth twice in a day or every 12 hrs† rather than once in 24 hrs. Now in this case they have segmented it very well they have taken the Promotion spot as Coffee cafe day where most of the people who visit are middle and upper middle class and most of them are really hygiene conscious and with such a attacking tag line â€Å"Haath dhoya kya† will unnecessary will remind you that dude I need to wash my hand and I think while using this sanitizer he will think of buying a hand sanitizer for himself because of the fact that most of the people carry bag along with them in Mumbai so will think of buying it after using it . Think Buddy â€Å"Haath dhoya kya†. Article 6 Sanitizer cos cashing in on swine flu scare Ratna Bhushan, ET Bureau Dec 24, 2009, 02. 11am IST NEW DELHI: For decades, personal hygiene for Indians started and ended with Lifebuoy soaps and Dettol hand wash. Not any more. With swine flu scare sweeping across the country and spreading consciousness about hygiene like never before, a bunch of consumer product makers including Godrej Consumer Products, Paras Pharmaceuticals and Wipro Consumer Care have jumped into this market with hand sanitizers. Hindustan Unilever too has launched its hand sanitizer in select markets under the Lifebuoy brand alright, but its facing competition from Himalaya Herbal Healthcare, one of the few existing players that had so long restricted its sales mostly to hospitals, and a spate of new regional brands Article 7 The Indian Express Lifebuoy told to pay Dettol for ‘slanderous’ ad Krishnadas Rajagopal : New Delhi, July 19, Sun Jul 20 2008, 00:14 hrs A doctor husbands advice to his wife on a television ad to use Lifebuoy instead of a green-covered antiseptic soap cost the 110-year-old UK-launched brand name Rs 5 lakh in damages to competitor Dettol. The almost 10-second clip beamed on several TV channels features a man and his wife back home on a rain-soaked day. The woman decides to take a bath with an ordinary antiseptic soap in a green-white cover, drawing ridicule from her doctor sahib. Naadaan ko aql dena, ham sab ko bachaa lena (Oh God save her†¦ show reason to the naive†¦ he sings with their children on TV to rubbish an orange coloured bar soap. The Delhi High Court restrained Hindustan Lever Limited, the manufacturers of brand Lifebuoy, from issuing or telecasting the advertisement and slapped punitive damages of Rs 5 lakh on the company. Justice Badar Durrez Ahmed termed the video clip a deliberate act to reduce the sales of brand Dettol through the device of slander. The ad, Dettol claimed, had caused a severe dent in the image of Dettol Original soap. Lifebuoy said Dettol had no exclusive right or monopoly over the colour, shape or packaging. Justice Ahmed said the yardstick to judge if the advertisement was defamatory lay in the image of Dettol soap that the public at large carried in their minds. METHODOLOGY: My Methodology would be primarily secondary material. These are the readily available sources of the data which hasalready been collected by some researchers, experts and specialties . The secondary sources helpful for the study was mainly the internet. I would analyse and give my information based on these materials. DISCUSSION : FINDINGS :- LIFEBUOY PORTFOLIO:- Today, the Lifebuoy brand is more than the quintessential bar of red soap, and provides hygiene and health for the entire family through a range of products like liquid hand wash and specially designed body wash. Beyond ensuring daily hygiene and freshness, Lifebuoy products also address special needs like anti-acne and skin fortification for an all around cleansing experience. PRODUCT LIFE CYCLE : Lifebuoy Bar is in the maturity stage of its life cycle Products HAND SANITIZER Lifebuoy Hand Sanitizer effectively disrupts bacteria’s cell membrane virus’s outer coat thereby kills germs viruses on your hands. Proven that it can instantly kill 99. 99% germs and H1N1 virus . Dries quickly, is non-sticky and has soothing fragrance. Has Moisturizer and Vitamin E to keep your hands soft and smooth. BAR SOAP Lifebuoy bar soaps support children’s health and growth by providing extended germ protection for up to 12 hours after a bath thanks to enhanced ingredients. Lifebuoy Body Wash provides deep cleansing of pores, protecting against the three root causes of skin health problems – clogged pores, over-drying, and infection-causing germs. HAND WASH Clean, germ-free hands are the key to good health, as ingestion of germs from unhygienic hands at mealtimes is the most likely cause for common diseases. Lifebuoy Hand Soaps offer hospital-strength germ protection, with a unique formulation that generates a rich lather. This provides an effective and hygienic wash in every corner of the hands and nails, at the same time leaving your hands pleasantly fragrant. MEN’S BODYWASH Male skin is more oily and sweaty, making it more prone to attacks from germs that cause skin problems and body odour. Lifebuoy Mens Body Washes are specially formulated to wash away excess oil and sweat, protecting against body odour and other problems caused by germs. Two variants provide the most important benefits to mens skin: CLEAR SKIN Lifebuoy Clear Skin provides specialist protection from acne, which results from oil and dirt coming together. Mineral clay or multani mitti absorbs the oil from your skin, while washing away germs and dirt to greatly reduce the incidence of acne. In fact, Lifebuoy Clear Skin has been shown to reduce acne up to 70 per cent in six weeks, guaranteeing visibly clearer skin MARKETING STRATEGIES FOR LIFEBUOY INTRODUCTION: Lifebuoy has always been marketed as ‘a tough cleaning soap for a tough man. ’ (Of course, the 2002 re-launch targeted Lifebuoy as a soap that brought good health to the entire family). Lifebuoy has been seen as a valuefor- money product, a soap that is long-lasting. In a very smart TV ad campaign, children are shown cleaning a street. The message put across is that since these children are secure from ailments that are caused by a lack of proper sanitation and hygiene, thanks to the fact that they use Lifebuoy, they are in a position to ensure cleanliness and hygiene for the entire community. Thus, Lifebuoy not only ensures good health and cleanliness for individuals, but healthy and productive communities as well. The ‘Lifebuoy Swasthya Chetana’ programme uses a‘direct consumer contact’methodology, and touches the lives of 70 million people in 18,000 villages. A unique feature of this campaign is that it utilizes multiple contacts, as opposed toother programmes which are single contact’ in nature. Gushes the HLL spokesman, â€Å"This programme aims to educate people about the benefits of handwash with soap, and how handwash can help kill invisible,disease causing germs. It is thus a marketing programme with a strong social cause of improving the health and hygiene of rural India. The brand USP is, ‘Lifebuoy provides 100% better protection from germs as compared to ordinary soaps. ’ LIFEBUOY’S MARKET SEGMENTATION AND TARGETING: The targeting market for lifebuoy is all households who can afford buying soap and who want to fulfill everyday need that provides them and their family with a 100 anti bacterial solution and complete protection from all germs bacteria and cleanliness from dirt Lifebuoy belief that children are the potential agent for change and impartingeducation on the importance of hand washing with soap will enable them to adopt early habit in life LIFEBUOY’S REPOSITIONING STRATEGY: Lifebuoy soap is a very old brand of bath soap in India, Life Buoy is an anti bacterial soap and in the beginning it positioned itself on its antibacterial qualities, lifebuoy gained a number of customers with this positioning, but then there comes the competition with the Dettol soap.. All this put Lifebuoy out of lime light and to survive in market, Lifebuoy positioned itself on price it became low price antibacterial soap. This strategy may have boosted short term sales of Lifebuoy but it lost its brand value and credibility in the minds of customers. Lifebuoy needed to reposition itself on quality ratherthan price. REPOSITIONING CAMPAIGN: The repositioning campaign of Lifebuoy was started at 2008, but it became more prominent and became effective in 2009, Lifebuoy along with the advertisement has improved its quality and fragrance, most of the people had shifted from lifebuoy because it was low quality and it smelled terribly, as Lifebuoy has improved its quality all it needed to run an effective advertisement campaign to get the customers attention. The advertisement team of Lifebuoy came up with excellent theme â€Å"Healthy Hoga Hindustan†and it is targeting parents which is their target market, Lifebuoy made very effective ad and it also used fear strategy (which is effective in case of antibacterial soap). This has enabled Lifebuoy to get more and more customers. Now a days, Lifebuoy is everywhere in Television, Radio, Newspapers and Billboards, Lifebuoy is running a huge campaign to promote itself which is very necessary in case of repositioning the brand. With the help of marketing department and advertisement, Lifebuoy has successfully repositioned itself as a quality antibacterial soap with better fragrance and more durability. Many companies try to reposition themselves when they see market trend shifting but most fail to do so. In case of Lifebuoy it has been successful. The interesting thing about this campaign is that Lifebuoy is running the same campaign in Pakistan and in India as is done by Unilever, this suggest that lifeboay is considering India and Pakistan as the similar market segment. MARKET STRATEGIES: Here in marketing strategies we will discuss the existing strategy of Lifebuoy along with some adjustments in the strategies to improve our selected product. The discussion of these market strategies are hereunder. MARKET SCOPE STRATEGY: Although Unilever itself is a part of a Multi market, but since we are talking about the product Lifebuoy we can say that it is using a multi market strategy as well because it has both soap and shampoo, not these two only but they have others antibacterial liquid baths as well opening a way for Lifebuoy to be a multiple product. MARKET ENTRY STRATERGY Lifebouy is one of the old products of uniliver which has more than 100years of successful journey ,we can simply say that Lifebuoy is the early entrants internationally and in India it is the first-in in its kind of soaps. By adopting the first-in strategy, Lifebuoy has captured the maximum share of the market. Over 60 years in India we guess there is not a single home that didn’t use it. Lifebuoy has taken the risk of the first-in and consequently got one of the biggest markets in Asian countries by providing its quality and sustained priced product to both rural and urban areas of India. MARKET COMMITMENT STRATEGY: Being the first-in in the market Unilever has shown strong commitment with its brand of life time i. e. Lifebuoy and that commitment to its brand has really foster the growth of Unilever as well as its brand of Lifebuoy. But from the recent decade Unilever is no more showing the strong commitment to Lifebuoy because over the period of time many of the competitors came in the market with new innovative product, better market strategies and stronger commitment. In the present scenario, Unilever is just showing an average commitment to its brand of Lifebuoy which has really put its brand on the back foot. STRATEGIES WITH RESPECT TO 4P’S: PRODUCT STRATEGIES: A product is anything that can be offered to a market to satisfy a need or want. Products that are marketed include physical goods, services, experiences, events, persons, places, properties, organizations, information and ideas. PRODUCT POSITIONING STRATEGY: â€Å"Placing a brand in that part of the market where it will have a favorable reception compare with other brands†. Unilever position Lifebuoy when come in red colors as a brand of low income group. They choose their segment and position their brand according to the needs and wants of the segments. This segment wants long life of the soap and the chemical formula of Lifebuoy enables it to have long life. PRODUCT REPOSITIONING STRATEGY: Due to competition, Unilever has to reposition its brand Lifebuoy because the needs and wants of people are changed. Unilever should revise its marketing mix to reposition Lifebuoy. Now they are targeting whole India by the advertisement â€Å"Healthy Hoga Hindustan†. They position their brand for the health conscious people. In repositioning they changed the shape, color and the attributes of the Lifebuoy because want this kind of changes and they do this through environmental scanning. PRODUCT SCOPE STRATEGY: Single Brand: Unilever is using single brand strategy when Lifebuoy came in traditional red color and use by lower income group. Multiple Brands :In order to attain the whole market Unilever has introduced Lifebuoy shampoo to capture more growth and profits. PRODUCT DESIGN STRATEGY: Deals with the standardization of the product. Unilever is using two of product development strategies. Standard product: Unilever is offering a standard product of Lifebuoy soap and shampoo by standardized packaged product. Customized product: In case of Lifebuoy shampoo different sizes are available, customers use according to its requirements from 200ml bottle to 5ml sachet pack since there is no one time consumption PRICING STRATEGIES: MARKET PENETRATION : Market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets. Market penetration has four main objectives: Maintain or increase the market share of current products this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to personal selling. Secure dominance of growth market. Restructure a mature market by driving out competitors; this would require a much more aggressive promotional campaign, supported by a pricing strategy designed to make the market unattractive for competitors. Increase usage by existing customers – for example by introducing loyalty schemes. Ansoff Matrix : Current Product New Product Current Market Market Penetration Product Development New Market Market Development Diversification Fast Moving Consumer Goods (FMCG) like lifebuoy shop has fullfil requirements for making an impression in the market for penetrating: Strong distribution channel Minimum profit margin Simple marketing message Lesser-priced packs to increase affordability Packaging in smaller units and localized design that attracts consumers Convenience of storage while use Thorough knowledge of the village psyche In brief, the strategy revolves around what attracts consumers to a product PROMOTIONAL STRATEGIES: Successful promotion campaigns dont happen by chance. To realize goals, promotional products programs must be carefully planned, taking into consideration the audience, budget and, of course, the ultimate result to be gained. Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Media and non-media marketing communications are employed for a pre-determined limited time to increase consumer demand, stimulate market demand or improve product availability. Lifebuoy is promoting its product using these kinds of promotional techniques Consumer sales promotion techniques: The different consumer sales promotion techniques used by Lifebuoy are: Price deal: A temporary reduction in the price, such as happy hour. Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra). Coupons: coupons have become a standard mechanism for sales promotions. Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery. Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer. Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product DISTRIBUTION STRATEGIES: Movement of goods and services from the source through the distribution channel, right up to the final consumer or user and the movement of payment in the opposite direction, right up to the original producer or supplier Chanel of Distribution: A distribution channel can be as short as being direct from the vendor to the consumer or may include several inter-connected (usually independent but mutually dependent) intermediaries such as wholesalers, distributors , agents, retailers. Each intermediary got the items at one pricing point and moves it to the next higher pricing point until it reaches the final buyer also called channel of distribution or marketing channel. Existing strategy: Unilever uses a lot of distributors and retailers to supply its products in each market where the final customer might reasonably look for it. While appointing a distributor for a particular area, management uses its own judgment to select such a person that has a potential to operate effectively. Unilever uses an intensive distribution strategy for lifebuoy soap while at the same brand but in shampoos category it introduces only extensive strategy. Unilever did not fight for the better shelf space for lifebuoy soap as Lifebuoy is targeting middle and low income consumers so shelf space is not important their main focus is on intensive distribution and ideal price with some innovation SWOT ANALYSIS OF LIFEBOUY COMPARASION : DETTOL AND LIFEBOUY PRODUCT: When we start talking about the products of Dettol, the first thing that strikes a chord in our mind is that â€Å"Dettol means secure† and we are â€Å"100% sure† about that. Dettol entered the soap market only with one soap,Dettol Original. And then diversified into 4 different soaps namely- Dettol original, Dettol skin care, Dettol cool and Dettol Fresh. Dettol soaps always come with a recommendation from IMA- Indian Medical Association. This sign makes Dettol more secure and safer. And the diversification of dettols products increased the customer base of the company because each one of its product is quality-wise different and caters the needs of different people in a much diversified country like India where preferences differs vividly. Dettol is a very old brand in India and is always considered as the 3rd most trusted brand in India. The success story of lifebuoy is in having moved from a carbolic, sweaty association to desirable health imagery. And when we discuss about the quality of lifebuoy, it stands as the soap with most durability in India. Long lasting life of the soap itself is USP for the brand. And coming to the next parameter in product category for lifebuoy, design, the design of the earlier bars of the royal disinfectant soap had been carried over for years by the company. The red color that really marked the brand name went under changes in yea

Advertisement for Disneyland Paris Essays

Advertisement for Disneyland Paris Essays Advertisement for Disneyland Paris Paper Advertisement for Disneyland Paris Paper Question: This is an advertisement for Disneyland Paris. How does the writer try to persuade the reader that Disneyland Paris is an attractive holiday resort for families?  To analyse how the writer tries to persuade the reader that Disneyland Paris is an attractive holiday resort for families I must first assess how the layout and presentational devices make it seem attractive. Firstly there are mainly pictures rather than a lot of text which is good for children because it is easy to convey the message of how wonderful and amazing Disneyland is, through the images to the children. Children do not like to read through lots of text or may not want to. The images are bright and bold especially the centre image of the Kingdom. It looks very powerful and amazing, especially when compared to the size of the people around it. The effect of this element of the image on the reader is that children especially will be in awe of the Kingdom just from looking at the image. The Kingdom draws your attention to the article and the people are bustling rather than busy so this would attract parents who want an exciting but relaxing holiday. All of the families and groups of people look to be having a fun and enjoyable time which creates a free and happy atmosphere where the reader knows that they wont be judged by race and they can have a good time without the usual day to day worries. Each picture creates a different atmosphere appealing to different members of the family which gives the idea that the article is targeted at families because families will have members of varying age range and interests. The image makers are anticipating that their target audience which is mainly children, will expect Disneyland to be a place where dreams come true and this expectation is met through the pictures of the space mountain and Kingdom of Dreams. In both of these pictures the children look to be having the time of their life on the rides, they are all smiling and enjoying the Disneyland experience promised to the reader through both the text and images. The title is very eye catching and seems to sum up the whole of the article. Your Kingdom of Dreams. The most important paragraph at the top left hand corner of the article is also eye catching and draws the attention of the reader because it uses a bold and italic font. Secondly to analyse how the writer persuades the reader that it is an attractive holiday resort for families we must assess how and why specific examples of persuasive language are used. The first paragraph tries to persuade the reader that Disneyland is an amazing place. The writer does this by using vivid vocabulary and powerful adjectives. Such as treasure chest of fantasy. This is also emotive language because it evokes the feeling of happiness and enjoyment. The treasure chest of fantasy also gives the idea that Disneyland Paris is whatever the reader wants it to be. This persuades the reader into going visiting just to experience this fantasy if nothing else. Another powerful persuasive phrase used is a dazzling array of attractions, adventure and sights. This persuades the reader into visiting Disneyland because they want to experience the dazzling sights and the children want to have adventures amongst their favourite Disney characters, also because the phrase uses assonance it sticks in the mind of the reader. The Paragraph under the Main Street USA conveys to the reader the amazing atmosphere to be enjoyed there. The writer has used imagery to evoke a mental picture of the Street to the audience by using phrases such as Music fills the air, horse drawn street cars and quaint shops and restaurants reflecting the char, of turn of the century America. A rhetorical question is also used to persuade you into booking that dream holiday and exploring the wonder of Disneyland. Which will you explore next? It invites the readers to come and explore and find out for themselves what it is like. Which will you explore next? The writer is also assuming that the reader will definitely visit Disneyland because it says which one will you explore next? and not which one would you explore next or which one would you explore if you came to Disneyland? The last thing which I must assess when analysing how the writer tries to persuade the reader that Disneyland is an attractive resort for families, is how successful the advert is in appealing to both children and parents. It appeals to children with the language which it uses and adults are happy if their children are. But equally there are elements in the text which appeal to adults and therefore it is successful in appealing to both groups of people and therefore to families It appeals to children through the text and language used because a lot of it is easy to read and the writer uses simple but effective adjectives which provoke imaginative thoughts and dreams for the child. For example dream and amazing and dazzling. Another way in which the text appeals to children is the phrase Ride it if you dare! This is very cleverly used by the writer because it is an invitation to the child to see whether they are brave enough and this is a powerful device which is likely to be of importance to the child. They can show off to their friends about how brave they were at Disneyland. The kingdom is also like a fairytale castle and magical place. The children can relate to this from their storybooks and other things they have experienced. The parents can relate to the images because especially on the main image there are more adults than children and this is comforting to them because they can see that parents can enjoy the Disney experience as well as children. The parents can also relate to the text as the children may not understand some of the more complex vocabulary and this is obviously aimed at the parents. The prices would appeal to the parents because they would probably be within a budget and would be interested in the value for money and choice of meals. The parents would also be more interested in the quaint shops and restaurants reflecting the charm of turn of the century America because the children will not be interested in the history they will only be interested in the excitement of the place. Where as the history is more of a theme which the adults will be interested in.

Socially Just Conditions for Learning Essay Example | Topics and Well Written Essays - 2000 words

Socially Just Conditions for Learning - Essay Example In the sphere of education it is especially important to focus on social aspects, because teachers are responsible for upbringing and educating of new globalized citizens. Therefore, sociological implications of pedagogical practices should be correlated with political and cultural regulations of the country. Socially just pedagogies are focused on education of students with disabilities, from socially unfavorable families and environment. As far as we know it: â€Å"Educators †¦ should reject forms of schooling that marginalize students who are poor, black and least advantaged. This, points to the necessity for developing school practices that recognize how issues related to gender, class, race and sexual orientation can be used as a resource for learning rather than being contained in schools through a systemic pattern of exclusion, punishment and failure (Rossi, 2004). Consequently, we can see that now it is time to change social aspects of pedagogies for tolerant and multi- faceted educational practices. Teachers should take into account a student’s will for knowledge, improve and advance it and not to oppress him because of social stereotypes or perverted social patterns (Ukpokodu, 2007). Children impairments Children with physical or cognitive impairments are often criticized by classmates and in this case a teacher should be a â€Å"trigger† of tolerant and correct behavior in relation to a child. There is a marginalized disposition of students with disabilities and modern researches and studies are focused on reconceptualization of the students’ â€Å"inclusion† in the educational process (Chubbuck, 2009). A fundamental nature of impairment and disability should be promoted as a form of social artifacts. Another important measure to be taken by the modern teachers is to interpret pedagogical doctrines within social and globalized contexts. To begin with, teachers should realize the fact that their students, which are gen erally positioned as skilled and productive individuals, may be not â€Å"able†. Moreover, concerning students with disabilities, it should be noted that they require more help, patience and tolerance from their teachers. In accordance with the study conducted by Christensen, Young, & Marchant (2007): â€Å"An inclusive society, therefore, is not a society of equals in a principled way, but a society in which everyone has the qualities to meet her needs in an entrepreneurial way† (p. 82). Modern approaches of teachers to education A people-centered approach is the most relevant step to be taken by teachers in the beginning of educational practices change. A teacher should be positioned as a mentor, helping to bridge an inner emotional gap within a student with special needs. There are two important questions for each teacher: â€Å"what do my students see?†, â€Å"what are their real ideas in the educational process?† Consequently, education in the modern globalized context is moving from telling students what is true to asking students what it true. Children have their own opinion. They have their own voice and it should not be suppressed in the educational process. A socially just teacher is a mentor, who has an ability to listen to his students and take into account their ideas (Keeffee and Carrington, 1996). I can further claim that a teacher’s socially just practices are being developed under the influence of childhood impressions. In my

Article # 3 (due 9-28) Essay Example | Topics and Well Written Essays - 250 words - 1

Article # 3 (due 9-28) - Essay Example the onset of accounting leases rule, the financial management department has been able to prepare the balance sheet and maintain financial records without including the lease assets. The financial lease is efficient for health care providers who are still developing and cannot afford sophisticated equipment. The leasing process requires that an outside party undertakes in the process. With the current rule, the health care providers can finance the project without involving a third party. The financial lease has a positive impact on the organization since the health care provider according to James and Aaron (2012) can grow technologically by leasing medical equipments and machinery which are costly. The lease is also advantageous since it helps health care providers to gain geographically efficient developers, and through the program, finance and get ownership of medical facilities. The leasing program assists the health care providers reduces the pressure in the operation of the organization. On a negative perspective, the lease program may negatively impact on the leasing process in regard to geographical print and the financial activities (James and Aaron, 2012). This is because the health care executives scrutinize and over- analyzes the operations of the

Neuroimaging Research To The Understanding Of Psychopathology Psychology Essay

Neuroimaging Research To The Understanding Of Psychopathology Psychology Essay Over the last ten years, neuroimaging techniques has been employed to an ever increasing extent in the investigation of the biological substrates of psychopathology (Malhi and Lagopoulos 2008). Non-invasive brain imaging techniques such as PET and fMRI have been successfully applied in the localization of sensory functions (van Eijsden et al. 2009). For more complex psychological processes such as language, fMRI is now used to guide surgical decisions regarding hemispheric dominance in patients with refractory epilepsy (van Eijsden et al. 2009). Although still in its infancy (Crowe and Blair 2008), neuroimagings existing contribution has been hailed as significant (Linden 2008, Radaelli et al. 2008). Reliable biomarkers are not known for most, if not all psychiatric disorders (Linden 2008). Limited knowledge concerning the aetiological mechanisms underlying disorders thwart efforts at primary prevention and hamper secondary prevention due to the lack of reliable, comprehensive prognostic markers (Glahn et al. 2008). The lack of pathognomic neural markers, difficulties achieving clinical consensus regarding diagnostic definitions and symptom heterogeneity within the existing diagnostic entities have encouraged neuroimagings pursuit of biomarkers and endophenotypes (Malhi and Lagopoulos 2008); (Pan et al. 2009). The research agenda for DSM V underscores this theme working towards an aetiological and pathophysiological based diagnostic system rather than the current symptom and syndrome based approach (Pan et al. 2009). Neuroimagings contribution may be through refining, validating and augmenting existing diagnostic classifications or replacement of the existing phenomenologically d erived system with neuroanatomically defined biomarkers (Malhi and Lagopoulos 2008). Neuroimagings contribution may be constrained by limited knowledge regarding interregional connectivity and interactions within the brain (Honey et al. 2002). Furthermore, the pathways by which genetic and environmental risk factors interact and impinge upon behaviour ultimately manifesting as pathological symptoms is largely unknown (Glahn et al. 2008). Complexity is increased further by consideration of the points of discontinuity between psychopathology and normal variation (Glahn et al. 2008). To date, the majority of neuroimaging research has attempted to correlate functional, structural and chemical abnormalities of the brain with the presence and/or severity of symptoms (Radaelli et al. 2008). Critics argue that neuroimaging research encourages a segregationist approach to psychopathology, attempting to map complex functions onto discrete, localized brain areas (Honey et al. 2002). This tendency has been influenced by assumptions within cognitive psychology (van Eijsden et al. 2009), namely that mental functions are comprised of modules with identifiable, specific cognitive content processed by a computer like brain (van Eijsden et al. 2009). Thus, elements of psychological function are assumed to activate specific, reproducible brain regions, a model known as massive modularity(van Eijsden et al. 2009). Traditionally, neuroimaging techniques have been categorized according to their data acquisition methodology, focusing upon structure, function, connectivity, electrophysiology or underlying chemistry (Pine 2006). Recent advancements in multimodal imaging (MMI) enables an admixture of approaches attempting to integrate the strengths of different techniques (Malhi and Lagopoulos 2008). Rather than detecting actual neural transmission, fMRI relies on the paramagnetic properties of deoxyhaemoglobin, providing an indirect measurement of the coupling between neural activity and blood flow (Malhi and Lagopoulos 2008). Similarly, PET is an indirect measurement of neural activity measuring blood flow, metabolism or ligand-receptor interactions of particular neurotransmitters (Zimmer 2009). Compared with SPECT, PET offers increased spatial and temporal resolution and permits imaging of a greater range of brain activity than SPECT tracers (Malhi and Lagopoulos 2008). However, it does not offer equivalent spatial resolution to fMRI. DTI tractography images neural tract trajectories, enabling the modelling of white matter fibres localization, orientation, connectivity and integrity within the brain (Malhi and Lagopoulos 2008); (Honey et al. 2002); (Thai et al. 2009). Neuroimaging research can adopt either a whole brain or region of interest (ROI) approach (Malhi and Lagopoulos 2008) with important implications for interpretation. As ROI approaches examine fewer brain regions than whole brain univariate approaches such as VBM, they offer increased statistical power with a concomitant decrease in explanatory power (Ecker et al. 2010). In contrast, techniques such as VBM offer increased explanatory and moderate statistical power due to the necessity of multiple comparison corrections. Therefore, mass univariate approaches may be too conservative to detect subtle neuroanatomical abnormalities particularly with small samples (Ecker et al. 2010). Additionally, neuroimaging studies can be contrasted in terms of experimental design ranging from block, factorial to the most recently developed event-related designs. Event-related designs permit randomization of experimental conditions throughout scanning (Honey et al. 2002), allowing the response to a sing le event to be examined in a context-independent manner (Friston et al. 1998). This paper will evaluate the possible applications of neuroimaging research to the understanding of psychopathology in terms of its existing contribution and developments which may arise due to further technological innovations in the future. Initially, it will provide a brief introduction to a number of methodological considerations associated with neuroimaging research. Following this discussion, it will primarily focus upon neuroimagings contribution to aetiological research of psychopathology. In addition, it will evaluate the application of neuroimaging techniques to diagnosis, prognostic considerations and treatment. The paper will conclude with a review of recent technological developments within neuroimaging and evaluate the extent to which these innovations may further increase neuroimagings application to the understanding of psychopathology. Methodological and Technological considerations Critiques of neuroimaging research as The New Phrenology in its attempts to locate complex psychological phenomena in discrete brain regions have been described as the localization fallacy. The complexity of conducting research with patient groups and interpretation of associated results is emphasised when patient characteristics are considered (Honey et al. 2002). Psychiatric conditions are heterogenous in their presentation and difficult to define as discrete and homogenous entities. This increases the difficulty in obtaining a clinically homogenous sample for research purposes. Disorder and symptom heterogeneity manifesting as inconsistent neuroimaging findings may be a result of different aetiological pathways, variability in compensatory processes, chronicity of illness or the patients unique symptom profile (Honey et al. 2002). These inherent difficulties have been demonstrated by conflicting findings of hypofrontality in Schizophrenia (Keshavan et al. 2008) and led to the foll owing conclusion as long as we are not able to disentangle the heterogeneity question at the clinical level, it is not likely that heterogeneity at the aetiological and pathophysiological levels can be resolved (Peralta and Cuesta 2000). If a well matched sample is obtained, their symptomatic profile may be a manifestation of the final common pathway of disorder rather than representing a group matched for common aetiological mechanisms (Honey et al. 2002). To counteract these issues, many neuroimaging studies have adopted a symptom level approach, for example exclusively examining AVH (Honey et al. 2002). Critics have argued that symptom provocation studies may be imaging interference processes, compensation for diminished performance or other co-occuring symptoms (Honey et al. 2002). If the assumption that symptoms occur in isolation is correct, their location within discrete brain regions may over overly simplistic, it is more likely they are an element of complex, dynamic neural activity (Honey et al. 2002). The phenomenon of pure insertion asserts that a phenomenon of interest can be identified or manipulated in isolation from other mental processes (Honey et al. 2002). For example, linear increases in cognitive load (task demand) may not be associated with linear increases in neural activity. Furthermore, is it conceivable that ruminations in OCD can be isolated from other processes such as memory, attention and speech? (Honey et al. 2002). The subtraction technique is the most commonly employed method to identify brain areas that are active relative to one another; therefore, experimental task pairs should only differ in terms of one parameter. This is based on the assumption that by changing one parameter, that only one aspect of processing is altered (Nair 2005). Neuroimaging results may thus be misinterpreted as the cause of disorder or the disorder itself (Fuchs 2006). Thus, there are a number of important issues to consider when interpreting neuroimaging results such as whether differences reflect a symptom profile, a diagnostic entity and whether differences within these groups relate to state related phenomena or underlying aetiological differences at the genotype level (Honey et al. 2002). These ambiguities have led some researchers to question neuroimagings utility to aetiological research advocating a focus upon diagnostic imaging (Honey et al. 2002). Recent shifts towards a focus upon systems level, dynamic connectivity within the brain appears to be counteracting neuroimagings characterisation as the new phrenology (Zhou et al. 2009). The complexity of neuronal function has important implications for the analysis and interpretation of neuroimaging results. It is necessary to quantify both the relationship between neuronal activity and indirect measures of it via the haemodynamic responses and the associated temporal delay (Honey et al. 2002). It has been shown that BOLD signals are more responsive to increases rather than decreases in blood flow, known as the haemodynamic rectification effect (Keri and Gulyas 2003). These matters become increasingly complex when the contribution of neurotransmitter release and reuptake, receptor binding and electrical activity to rCBF, metabolic changes and behaviour are considered (Keri and Gulyas 2003). For example, low levels of neuronal activity may not be accompanied by rCBF changes, in a PET experiment, the lack of activation in this area does not exclude the area from being involved in the response under examination (Keri and Gulyas 2003). In contrast to sustained stimulati on, rapid changes in the brains functional state result in a brief uncoupling of perfusion from oxidative metabolism (Keri and Gulyas 2003). Imaging procedures must also model the effect of major blood vessels draining activated brain regions (Honey et al. 2002). Existing technology does not offer equivalent spatial resolution across the whole brain, there are also inherent difficulties differentiating between excitatory and inhibitory activation when using the proxy of the haemodynamic response (Honey et al. 2002). The complexity is further increased when the impact of experimental design is considered. fMRI images particularly those based on block designs frequently are static representations of haemodynamic activity averaged over time (Nair 2005). Furthermore, activity in some regions may only be detectable with more sophisticated event-related rather than block designs (Fusar-Poli et al. 2007). However, it has been shown that even in event-related fMRI paradigms that short inter stimulus intervals result in an overlap of haemodynamic responses to individual events (Ecker et al. 2008), thereby precluding confident analysis of condition specific activity. It has also been demonstrated that path co-efficients within SEM fMRI reflect changes in the temporal characteristics of the HFR induced by experimental design (Ecker et al. 2008) emphasising the effect of experimental design on effective connectivity studies. Recent developments In recent years there has been increased interest in furthering understanding of interactions between brain regions known as connectivity analysis (Sato et al. 2009b). Functional connectivity refers to the dynamic relationships between brain regions typically based upon correlational analyses (Thai et al. 2009). Effective connectivity studies infer causal or modulatory relationships between brain regions or networks and their directional, temporal interactions (Thai et al. 2009). SEM and DCM are the most commonly employed methods to investigate connectivity within fMRI data (Sato et al. 2009b). In SEM, the strength of an interaction is provided by a path co-efficient measuring the average influence of one ROI on another in a specified time period (Ecker et al. 2008). For example, using effective connectivity, it was demonstrated that the sACC and pACC had a strong directional influence on the right amygdale during an emotional processing task (Zhou et al. 2009). Rather than occurring as functionally distinct, feedforward sequential processing stages, it was shown that mental rotation performance includes both feedforward and feedback connections with indirect evidence of parallel processing (Ecker et al. 2008). Machine learning and pattern recognition methodologies, such as SVM are powerful techniques for the classification and prediction of mental states so called brain reading or decoding (Sato et al. 2009a); (Sato et al. 2009a). SVMs are used to identify statistical properties of imaging data which discriminate between groups of participants or brain states (Sato et al. 2009b), essentially, whether a new observation belongs to a training data set or otherwise. Not only do they offer the potential to categorize, their ability to anatomically localize discriminative information generated by the classification process presents the possibility of brain mapping (Sato et al. 2009a). Potentially, this methodology could be used to describe a healthy population, measuring the distance of subsequently tested participants from normative fMRI data (Sato et al. 2009b). For example, SVMs ability to distinguish between visual and auditory stimulation was 95.34% +/- 18.77 (Sato et al. 2009a). ANN and SV M based tools have employed in the identification and classification of pathology of patients with Alzheimers or Parkinsons disease from control participants (Bose et al. 2008). The development of imaging genetics offers the possibility of mapping the biological pathways and mechanisms whereby individual differences in brain function emerge and potentially predispose individuals to risk of psychological dysfunction (Viding et al. 2006). It enables the evaluation of the functional impact of brain relevant genetic polymorphisms with a view to understanding their impact on behaviour (Viding et al. 2006). For example, studies of healthy adult 5-HTTLPR S allele carriers found increased amygdala activation, reduced grey matter volume of the perigenual ACC and amygdale and altered functional connectivity of the pACC and amygdale relative to the LL genotype. Furthermore, 30% of variance in behavioural harm avoidance scores during this fMRI challenge paradigm was predicted by amygdala pACC functional connectivity (Viding et al. 2006). Aetiology Significant ambiguity remains surrounding the pathogenesis of schizophrenia (Keshavan et al. 2008). Although the majority of psychological disorders are thought to be multifactorial in origin (Glahn et al. 2008), genetic factors appear to exert a significant aetiological influence on the major psychoses, twin studies estimating heritability at 80% (van Os and Kapur 2009). Structural MRI studies have revealed reductions in whole brain and grey matter volume as well as increases in ventricular volume (Keshavan et al. 2008; van Os and Kapur 2009). Reductions have been observed in temporal lobe structures (in particular the hippocampus, amygdala and the superior temporal gyrus) and the prefrontal cortex, thalamus, AC and corpus callosum. There is evidence of a relationship between superior temporal gyrus volume and positive symptoms; medial temporal lobe reductions correlating with memory impairment. Qualitatively similar but less marked structural changes have been observed in the affec tive disorders. Whilst structural abnormalities may be consistently found in Schizophrenia, they are diagnostically non-specific and may be common amongst patients across diagnostic classifications. Evidence of progressive brain changes during the course of schizophrenia suggests that structural abnormalities may be a result of early and later developmental dysfunction (Karlsgodt et al. 2008). The onset of frank symptoms has been associated with progressive changes. Using longitudinal research designs, deviations from normative development can be examined (Serene et al. 2007). For example, longitudinal studies of early onset schizophrenia demonstrated progressive grey matter loss across the lateral surface of the brain, with treatment refractory patients displaying the most pronounced and rapid cortical grey matter loss. However, the explanatory power of progressive brain structural changes as the primary pathophysiological process within schizophrenia is diminished due to the prese nce of potentially confounding factors secondary to the illness such as symptom profile, severity, medication history and status and the duration of illness (Karlsgodt et al. 2008). Furthermore, structural changes are generally subtle and of relatively small effect sizes (Keshavan et al. 2008). Inconsistency has mired findings of hypofrontality in Schizophrenia, functional imaging meta-analysis have calculated moderate effect sizes for activated and resting state conditions. Conversely, once performance differences are controlled for, patients have shown increased prefrontal activation relative to controls perhaps indicative of an inefficient frontal response to task demands. There have been similarly inconsistent findings regarding other brain regions. Functional imaging research has found alterations in prefrontal and occasionally temporal lobe function (Shergill et al. 2007), with speculation regarding a specific abnormality in the reciprocal modulatory interaction of frontal areas and the hippocampus (van Os and Kapur 2009). Hyper- and hypoactive network responses have been demonstrated depending on experimental paradigm (van Os and Kapur 2009). Inconsistencies in the functional imaging literature may be a result of the diverse experimental designs employed, non-uniform standardization of resting state conditions, lack of control for performance differences, typically small sample sizes and medication confounds which curtail the interpretability of these results (Keshavan et al. 2008). MRS studies have corroborated regions implicated by structural and functional imaging results demonstrating reductions in neuronal and membrane integrity in at risk and early schizophrenic groups. However, it can be concluded that many of schizophrenias putative biomarkers are of less than robust effect sizes, non-specific and too time consuming or expensive to consider implementing as potential diagnostic biomarkers (Keshavan et al. 2008). It is proving difficult if not impossible to explain the features of this disorder and its associated functional deficits in terms of selective, focal abnormalities (Fusar-Poli et al. 2007). The disconnectivity hypothesis of the pathophysiological basis of vulnerability to psychosis implicates abnormal interaction/disconnectivity of the prefrontal cortex, temporal lobe and subcortical regions (Fusar-Poli et al. 2007). Findings of disturbed functional connectivity of the medial prefrontal, thalamic and cerebellar regions in relatives of patients with schizophrenia have provided support for this view (Fusar-Poli et al. 2007). Although evidence for disconnectivity in schizophrenia is strong, its relationship to aetiology, pathophysiology and implications for symptomatic behaviour remain unclear (Stephan et al. 2009). AVH have been found to activate a wide network of language areas in the frontal and temporal lobes and limbic areas such as the amygdale and hippocampus (Vercammen et al. 2009). The subjective intensity of AVH has been correlated with activation of the primary auditory cortex. Schizophrenic patients who experience AVH have been found to activate differential brain areas relative to healthy controls and non-hallucinating patients with schizophrenia, displaying altered activation of the anterior cingulate and superior temporal regions bilaterally (Mechelli et al. 2007; Shergill et al. 2007). DTI studies have demonstrated differences in the orientation of white matter fibres relative to patients without AVH and healthy controls. Examining the effective connectivity of AVH using DCM demonstrated a specific impairment of functional integration between the left superior temporal cortex and the dorsal part of the ACC during the evaluation of self and alien generated speech in patients with AVH (Mechelli et al. 2007). This implies a relationship between impaired functional integration and AVH experiences, Mechelli et al, speculate that a similar impairment in effective connectivity may diminish patients ability to process their own inner speech. Furthermore, a whole brain DTI study illustrated that propensity to experience AVH was associated with increased fractional anisotrophy (FA) within lateral aspects of the superior longitudinal fasciculi bilaterally, the main connection area between Wernickes and Brocas areas (Shergill et al. 2007). Similar differences in FA have been reported in at risk and first episode patients. However, it is possible that these connectivity changes may be a result of experiencing AVH rather than being causative in nature. Increased frequency of AVH may enhance connectivity in these regions. Studies conducted during the prodromal phase permit the prospective investigation of the pathophysiological processes underlying vulnerability and development of the disorder (Fusar-Poli et al. 2009; Pantelis et al. 2003).Neuroimaging studies have demonstrated qualitatively similar abnormalities to those evident in established schizophrenia and bipolar to those present in first episode psychosis and individuals without psychosis but with a strong familial risk (Pantelis et al. 2003). At risk individuals who subsequently developed psychosis had smaller grey matter volumes in the right medial temporal region, including the hippocampus and parahippocampal cortex, in a right lateral temporal region encompassing the superior temporal gyrus, a right inferior frontal region including the orbital portion of the inferior frontal gyrus and adjacent parts of the insula and basal ganglia and a cingulate region including the anterior and posterior cingulate gyrus bilaterally which mimics findings in probands of MZ twin pairs discordant for schizophrenia, first degree relatives of patients with psychosis and people with schizotypal personality disorder. Longitudinal examination of patients who transitioned to psychosis, showed a significant bilateral reduction in grey matter volume between baseline and follow up in the cingulate gyri, the left parahippocampal gyrus, left fusiform gyrus and left OFC (Pantelis et al. 2003). This study demonstrated that pathophysiological anomalies predate the onset of overt psychosis but that further grey matter volume changes are associated with the first expression of frank symptoms. It is unclear however, whether these changes represent a cause or effect of psychosis. Pantelis et al conclude that MRI may in the future prove a valuable tool in the identification of ultra high risk individuals. Neurochemical PET and SPECT studies investigating the dopamine hypothesis of schizophrenia with 18 F-dopa and 11 C-raclopride have shown that schizophrenia in its acute psychotic state is associated with an increase in dopamine synthesis, dopamine release and resting state dopamine concentration (van Os and Kapur 2009). Research has also demonstrated pre-synaptic dopamine overactivity in schizophrenic patients and first episode patients (Fusar-Poli et al. 2009) Studies of prodromal patients have demonstrated elevated Striatal 18 F-dopa uptake with levels approaching those of Schizophrenic patients (Howes et al. 2009). 18 F-dopa uptake in the ARMS was directly correlated with symptom severity and the degree of neuropsychological impairment. The most pronounced dopaminergic abnormality was found in the associative subdivision of the striatum in both schizophrenic patients and individuals with an at risk mental state (Howes et al. 2009). Thus, it has been suggested that pre-synaptic striatal dopamine function may be a worthwhile target for novel drug development and that these findings may provide a neurophysiological rationale for the introduction of anti-dopaminergic preventative intervention in high risk individuals (Howes et al. 2009). Multimodal studies of a verbal fluency task during the ARMS demonstrated an association between altered prefrontal activation and striatal hyperdopimergia (Fusar-Poli et al. 2009). Controlling for performance differences, there was increased activation of the left inferior frontal gyrus and the right middle frontal gyrus suggesting reduced efficiency or a compensatory process to achieve a similar behavioural response as controls. Improvement in prodromal symptoms has been associated with a normalization of the exaggerated inferior frontal response during a verbal fluency task. Previous findings linking the degree of elevation of striatal hyperdopimergia with symptom severity suggest that striatal hyperdopaminergia may underlie both symptoms and neurocognitive dysfunction although it is possible that another pathway is responsible. The observed correlation may represent the effect of prefrontal cortex on striatal dopamine or vice versa. Crucially, this study demonstrates that abnormal ities which were heretofore regarded as key pathophysiological features of Schizophrenia are correlates of vulnerability rather than sufficient for development of the disorder (Fusar-Poli et al. 2009). Interpretation of ARMS findings is difficult due to uncertainty regarding the degree to which they reflect trait or state factors, that is, psychosis liability or prodromal symptoms (Fusar-Poli et al. 2007). Thus, neuroimaging findings indicate changes in gray matter structure indicative of connectivity deficits at the level of synaptic connections and neuropil allied with white matter changes indicative of large scale deficits in connections between cortical regions (Karlsgodt et al. 2008). Although several biological abnormalities have been replicated (abnormally large ventricles, abnormal dopamine concentration and altered P300) they are not sensitive enough (usually only seen in 40-50% of patients) or not specific enough (seen in only 30% of first degree relatives) to be of diagnostic influence (van Os and Kapur 2009). Anxiety Disorders Neuroimaging research of anxiety disorders have implicated brain areas involved in the stress response as being associated with anxiety symptoms, including the prefrontal cortex, hippocampus and amygdala (Engel et al. 2009). However, potential brain structures implicated in the pathophysiology of anxiety disorders are extremely difficult to image due to their sizes and locations these include the amydala, brainstem nuclei and periaquaductal gray (Engel et al. 2009). Neuroimaging of PTSD highlights many of the complexities involved in conducting this research. Complexities relate to symptom presentation in terms of their variable content and emotional arousal in particular during the retrieval of traumatic memories (Peres et al. 2008). Symptomatic heterogeneity is extremely difficult to control for, additional potential confounds include nature of the traumatic experience (s) and the length of time since its occurrence. It is questionable whether it is appropriate to generalize from i maging results based on a sample of war veterans to survivors of childhood abuse (Peres et al. 2008). However, the results of neuroimaging studies appear to offer support for two broad subtypes of PTSD, one being primarily dissociative, the other characterised by intrusions and hyperarousal (Malhi and Lagopoulos 2008). Structural studies have demonstrated reduced ACC and hippocampal volumes in studies across a variety of traumatic experiences. Increased amydala activation has also been observed (Crowe and Blair 2008). Impaired hippocampal function has been speculatively linked to the memory fragmentation process observed in PTSD (Peres et al. 2008). However consistent findings of structural or functional change, they do not necessarily imply a causative relationship. Depression Research investigating the pathophysiology of depression have highlighted decreased anterior paralimbic and cortical activity in both major and bipolar depression (Malhi and Lagopoulos 2008). These decreased activation patterns are found to reverse with successful treatment. For example, in studies of major depression it has been observed that diminished activation of the dorsalateral prefrontal cortex can be increased following effective treatment. PET studies of the serotonin transporter SERT have demonstrated increased thalamic SERT in depressed patients relative to controls. Across the affective disorders, findings of hyperamydala and hypofrontality have led to speculation that these abnormalities may represent a critical pathway or potential predictive biomarker for those at risk of future development of psychopathology (Viding et al. 2006). However, it remains unclear as to whether these findings represent state or trait related function. The search for trait related biomarkers offers the potential to uncover early warning signs of impending psychological disorder as they may be present prior to symptom onset (Malhi and Lagopoulos 2008). The clarification of state related changes affords the possibility of monitoring differential responses to treatment over time (Malhi and Lagopoulos 2008). Cautious interpretation of existing neuroimaging findings is advised due to the complexity of emotional networks and lack of understanding regarding their integration with higher cognitive processes (Malhi and Lagopoulos 2008). Diagnosis As of yet there are a limited number of neuroimaging studies attempting to classify or categorize disorder (Glahn et al. 2008). Ongoing research endeavours to uncover pathophysiological biomarkers complements the development of diagnostic imaging systems. The discovery of biomarkers of schizophrenia may assist in early diagnosis and haveprognostic value (Bose et al. 2008). Initial diagnostic research efforts focused on measurement of striatal D2 receptor levels. Although it appears that striatal D2 receptor levels are elevated in schizophrenia, inconsistent and variable PET and SPECT results (possibly related to samples tested) have precluded its use as a diagnostic variable (Bose et al. 2008). Machine learning and pattern recognition techniques provide methods for analysing imaging data that may improve the sensitivity and specificity of diagnosis (Bose et al. 2008). Using ANN modelling of striatal [18F] fluro-L-DOPA influx constants, it was found that an ANN model correctly classified 84% of schizophrenic patients and 74% of controls (Bose et al. 2008). Sensitivity analysis revealed that the posterior putamen and anterior caudate nucleus were the most important areas within the ANN classification. The addition of multiple risk facto rs to the ANN classifier such as neuropsychological, genetic or structural imaging results may improve the ANN classifiers accuracy further (Bose et al. 2008). Bose et al, 2008 suggest the potential util