Compare and Contrast Essay Example | Topics and Well Written Essays - 500 words - 2

Compare and Contrast - Essay Example ue sense of the word whichever way it is interpreted, the Prioress is the medieval feminine ideal, soft-hearted almost to a fault and academically well-educated. These differences can be easily determined as early as the general prologue as each character is described. The Prioress is shown to be the ideal by the positive statements made of her and her pleasing physical appearance while the Wife of Bath is described with a much less pleasing appearance and behaviors that match. The Prioress is described as possessing all of the attributes a man was supposed to look for in a woman in Chaucer’s time. She was â€Å"smiling, modest was and coy† (General Prologue, The Prioress, 2). She could sing well in the proper way, speak French fluently, had excellent manners so that â€Å"never from her lips let morsels fall, / Nor dipped her fingers deep in sauce† (General Prologue, The Prioress, 11-12), was pleasant to be around in any company and was charitable almost to a fault. Physically, she is given attractive attributes such as a fine nose, bright blue eyes, a small red mouth and a fair forehead. Chaucer tells his reader, â€Å"truth to tell, she was not undergrown† (General Prologue, The Prioress, 39), indicating a pleasant figure that men are not supposed to notice in that way when looking at a nun. Her clothing is neat and is well-maintained as would be expected of a lady high born. The Wife of Bath, on the other hand, immediately breaks the rules of true womanhood by being involved in commerce as a highly skilled seamstress. This vocation not only makes her lowly because she works for a living, but because she is in charge of her income, something that a true woman in medieval times would never dream of wanting. Despite this talent, or perhaps because of it, her behavior is also that of a course, undesirable woman. She tells lewd tales, has been married at least five times and has countless other lovers besides who are only hinted at with the comment that

Sociology Assignment Example | Topics and Well Written Essays - 500 words

Sociology - Assignment Example Knowledge of sociology also helps the career pursuer. One pursuing a career, regardless of the career field, should be aware of how humans interact. This is true since almost every career goal requires a certain type of human interactions. Positive human interaction can mean a successful career. Every individual has their own political and economic philosophies. These philosophies are important to consider. Sociology teaches how others make decisions. Becoming a dental hygienist involves the use of economic decisions. One may choose to become a dental hygienist for the income level. The income level of a dental hygienist allows the one pursuing the career to reach a mid income level and become a part of the sociological class of individuals that receive moderate income. Individuals in a mid class income level are not considered wealthy but have plenty of money to get by and take care of a family. These individuals also are likely to share similar political beliefs since they will sha re the same struggles. Learning sociology has helped to learn which career goals will bring in certain income levels and which groups of people are associated with certain income levels. Although not everyone is the same, knowledge of sociology helps create an image of certain classes of individuals.

International trade and labour and environmental standards Essay

International trade and labour and environmental standards - Essay Example Research studies by such organizations as the World Bank show that trade triggers and supports growth of economies producing growing middle class citizens in the countries (Rose, para 1-7). The two (economic growth as well as middle class population) motivate these countries to uphold environmental conservation and management as well as improve labor standards. This paper therefore intends to conduct a qualitative analysis of facts and features in international trade, labor as well as environmental standards as they are in the current day by use of available literature. Literature shows that trade agreements in international trade especially by developed and emerging economies promote economic opportunities within the emerging countries, which alleviate living standards of workers within the countries (Neary, 96). The trade agreements by the developed countries like the US provide opportunities for economic performance for indigenous industries as well as workers. Besides, the negotiations of such countries within the international trade front have been associated with improved labor standards within other countries hence the interrelation between trade Analysts as well as policy makers take a leading role in the investigating and explaining how international trade interacts with environment. For instance, a very recent debate on whether trade should be liberalized triggered the conclusions that liberalization is likely to cause increased industrial emissions whose effects are detrimental to the general environment. This on the other hand set the platform for discussion on whether tightening environmental and trade policies should be encouraged for compensation of such changes as would result from the policy changes. Besides, there has also been a growing interest in linking environmental policy and regulation efforts as well as

Critically discuss the importance of play pedagogy in the curriculum Essay

Critically discuss the importance of play pedagogy in the curriculum for young children's learning and development - Essay Example It is seen as a manifestation of immaturity and children are expected to outgrow it and move on to more â€Å"grown up† activities (Moyles, 1994). However, today the role of play is recognized by policy makers, researchers and education developers to be critical in the intellectual and emotional wellbeing of children (Kennedy and Barblett, 2010). Retrospectively, the educational community in Europe has increasingly taken cognizance of the need for quality pedagogy in early childhood education to prepare children for both academic pursuits as well as social integration (Christie & Roskos, 2006). This paper discusses the importance of play pedagogy in the curriculum by examining the background of play in education, in the Early Years Foundation Stage (EYFS), the various forms of play and finally its developmental benefits with a view to justify its inclusion in education systems. To start with, the key terms are defined so as to provide the reader with a sense of contextual uniformity as this term represent the recurring themes in the entire. Pedagogy can be loosely described as a methodology or practical application of the teaching process. The curriculum on the other hand is a preset framework that outlines all what learners should be taught the quality and to some extent the methods that should be used, it however provides allowance for the teacher to act flexible based on the education setting or context. Pedagogy is seen as a formal and serious construct. As a means of understanding this to a more full and complete degree, the following discussion will partially focus upon understanding these dynamics by utilizing socio-cultural theory and interpretation. Historical and anthropological studies in to the nature of the European childhood have revealed that like today, the classical Greek and roman cultures valued play and

Wal-Mart Essay Example | Topics and Well Written Essays - 750 words

Wal-Mart - Essay Example However, this paper will try to evaluate the success of Wal-Mart which is indeed the market leader in the retail industry, and it will prove the supremacy of the organization with personal experiences and supportive facts. Personal viewpoints and some observations about Wal-Mart: The base of this argument can be put as the undisputed crowd pulling ability and growing footfalls in Wal-Mart. There are many other retails stores are there and they also pull the crowd very efficiently but do they pull crowd like Wal-Mart? Well, from many personal experiences it can be stated that the world number one retailer indeed pull the crowd efficiently than any other stores. If a person goes to any Wal-Mart store in USA in any time, he or she will see a gathering of huge crowd looking to buy something or the other. The cash counters are always busy with long queues and happy customers are always coming out with their purchases. However, the question is how they are so successful and how they overco me the tough competition in the market. From the personal experiences and viewpoints it can stated that Wal-Mart follow the strict rule of POCKETS (price, operations, culture, key item promotion, expenses, talent and services). They follow unique penetration pricing policy, they never tend to compete, break through operations management can handle the customers and the employees wisely within the store, great culture, they promote the key products very tactically and the inner talent of the management is distributed properly within the lower level of the organizations. There are some points are also there to support the positive aspects of the Wal-Mart and they are mentioned bellow. Remarkable business strategy of the Wal-Mart to support the argument: Wal-Mart has changed the seller’s market to the buyer’s market with their great business strategy. In the United States the main strategy of the Wal-Mart is to open stores in every five kilometers. And the main concept is selling practically everything under one roof with large discounts. The main strategy is to compel the people to buy more and more. Evolution of the supply chain management system: Supply chain is a very important factor for a g lobal giant like Wal-Mart. And in this case they are very strict to choose their thousand of suppliers globally. Mattel, the toy maker is one of the biggest suppliers of toys to Wal-Mart and they admit that it is a great business channel but a tough client as they want great quality parameters. Wal-Mart looks for close and strong relation with their suppliers. Wal-Mart is always hungry for customer satisfaction and that is the reason they also look for great suppliers who can provide good quality products in proper time with competitive pricing. Evaluation of the brand image: Wal-Mart has always been in the way to strengthen its existence. Around 2000 they opened the walmart.com which is the online portal for online shopping. And they have all the facilities like on-time delivery, great products and easy to use. In 2008 they have changes their total brand image, from the Wal-Mart store; Inc they changed their brand name to Walmart. Criticism about Wal-Mart: It is a true fact that gr eat brands have great criticisms. The Wal-Mart has been criticized in many ways many times but somehow I had overcome the criticism and embarked towards the success. In many times it has been criticized as the slaughter of the small grocery businesses. There are many times when small grocery stores owners have opposed the erection of the Wal-Mart store in their vicinity. But, the success relies on the verdicts of the customers. Mr. Sam Walton understood the importance of the demanded products to be sold in a low price in a price sensitive market. The Wal-Mart is

Radiation Therapy Essay Example for Free

Radiation Therapy Essay ABSTRACT:   Ã‚  Ã‚  Ã‚  Ã‚   Radiation Therapy now enjoys its position as a therapeutic and an adjuvant therapy among the cancer patients and cases. The use of radiotherapy is a very serious decision which is taken after much thought about the patient’s case and requires much cooperation from the patient and support from the oncology team that provides it. Current oncology teams work together to create an environment which is both friendly for the patient as well as less confusing, so that the patient is able to go through the phase of treatment with out any complications. Each person in the radiology team takes care of a particular aspect of radiotherapy treatment, and together they ensure a good outcome and result for the patient. THE ROLE OF RADIATION THERAPY IN CANCER MANAGEMENT   Ã‚  Ã‚  Ã‚  Ã‚   Of the many methods used in today’s cancer treatment regimes, radiation therapy has become one of the crucial components of the therapy. The therapy where radiation rays are used to destroy cancer cells has now become an advanced field of research and development. This area has now become a separate area of specialization, and various developments are helping doctors give better prognosis to their patients. Due to minimized anxiety attacks   among patients, they become more optimistic about recovery and are less distressed on the possibility of death. Patients of this kind of therapy have better psychological health and have less depressive symptoms caused by their disease.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Radiation therapy is not required to all cancer patients. It is not always involved in the management of all organs and body sites affected by cancer cells. This treatment is only recommended on certain types of cancer as other situations only call for surgical procedures in preventing further cancer metastasis and to eliminate cancer cells in the body.   An important adjuvant to cancer therapy, it is used as an alternative to surgical procedures that cannot be carried out on a patient. Radiation therapy is a common procedure in breast and lung cancers as well as in brain cancer, colorectal carcinomas and skin cancers of the face. (Florida Cancer Care News, 2006)   Ã‚  Ã‚  Ã‚  Ã‚   In the USA, the main issue of debate and concern among the clinicians is the poorer prognosis rates in the USA patients due to cancer when compared to other countries of Europe. This has been attributed to the type of care given in each country, and has led to intense concentration on methods that improve recovery outcomes.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   These concerns have led to five areas of intense activity in the area of cancer therapy, as stated by Tattersall and Thomas, (1999). There are now multidisciplinary teams that specialize in one or two specific organs and provide treatment and care to those specific cancer patients. There have been increased efforts to improve the organizational setup of the cancer therapy and delivery setups. Clearer treatment goals now exist, along with increased awareness in the public about the different aspects of cancer, cancer therapy and the role of trials in the development of better alternatives and cures for the future. Now current research is aiming to derive benefits from matrix metallo proteinase inhibitors, gene therapies and cancer vaccines. (Tattersal and Thomas, 1999) All these areas of activity are hoped to increase the patient outcomes significantly in the future and help in creating better alternative solutions to cancer treatments. Team Members in Radiation Therapy Treatment Plans     Ã‚  Ã‚   The advancements in this field have led to increase in the number of professionals in this field. Each has a unique and an important role to play in the treatment procedure. The radiation therapists mainly work in conjunction with the medical doctor and with them discuss the individual cases that are considered for radiation therapy. Of these the suitable cases are selected and the radiation treatment is then started under the guidance of the radiation oncologist The decision making process in radiation therapy is absolutely critical, as the radiation oncologist decides the amount and intensity of the dose each patient will get according to the individual factors and more importantly the state of the cancer.   Ã‚  Ã‚  Ã‚   A radiation department in any organization will consist of multiple workers and members, each having a significant role to play in the treatment of the patient. These include the clinical oncologists or radiologists, the radiographers, radiation therapists and the dosimetrists, the physicist, the mould room technicians, the nursing staff, the students and the R.T aides and assistants and other members such as social workers, palliative care team, counselors, and secretaries and clerical staffs. (Cancer Backup, 2005 and American Society of Radiologic Technologists, 2007). Stimulation is the initial step in the radiation treatment where a radiation therapist takes x-ray images and utilize this to locate the tumor. Other methods such as CT scans can also be used in order to minimize tissue damage in the patient, ensuring that only the carcinogenic cells are destroyed. Together with a radiation oncologist and a dosimetrist, they customize a treatment plan for the patient (Radiation Therapists 2006). Both clinical oncologists and radiologists are concerned with minimal invasive methods in treating cancer cases. According to the Royal   College of Radiologists (2007), radiologists   are medical specialists that conduct imaging services in order to provide patients the proper diagnosis. Oncologists on the other hand are specialists trained to manage cancer in non-surgical forms of treatment. They usually recommend procedures such as chemotherapy, hormone therapy, and radioactive isotopes. After taking the image of the affected organ of the body, this is to be interpreted by another specialist in order to prescribe and execute the proper treatment. This is a task attended by professionals called radiographers (Radiography and Radiographers). Dosimetrists are primarily concerned on the proper dosage to be administered to a patient. They scan patients and use CT data or other measurements in order to provide patients the proper treatment plan (Medical Dosimetrists, 2004).   Ã‚  Ã‚  Ã‚   The members of the radiation team that are outside of the department faculty but help in the procedures include the referring faculties, physicians, radiologists and emergency departments, the industry vendors, the patients and their family members, the instructors or directors of the radiology programs, the insurance companies, the governmental and regulatory agencies and the accrediting agencies, if applicable. (American Society of Radiologic Technologists, 2007)   Ã‚  Ã‚  Ã‚   The radiation team is perhaps the most integrated and interconnected team compared to other sections of the medical health care. The realization of the need for team work in reducing confusion, promoting smoothness and harmony in the care of the patient was realized long ago, however, it was not implemented fully in many medical and surgical areas. The results have shown lags or gaps in the treatment of care. Many of the current radiology departments have learned from the lessons of the past, and now term themselves as the radiology team who take care of the patient through all the stages of the radiotherapy treatment. (Kaprich, 2003) This has led to not only improvement in the care of the patients, but also in the hospital management and organization matters as well as job satisfaction levels. The level of communication between the different contributors of the department has improved and therefore, shows a much prompt and informed response in the care of various pa tients. (Kaprich, 2003) Radiation Therapists   Ã‚  Ã‚  Ã‚   Advancement of technology has given professionals access to different methods that enable the correct identification and location of cancer cells which are the specific targets of the ionizing energy of radiation and preventing tissue cell damage. With this directed and controlled use of radiation, there is a reduced manifestation of side effects due to the treatment patients receive, and there is an expedited recovery of patients. (M.D Anderson Cancer Center, 2007) Together with the doctor, a radiation therapist is responsible for the patients familiarization of the radiation treatment procedure. This will allow the patient to become aware of the possible problems that may arise and to answer any reservations that the patient may have. Therefore, a radiation therapist is expected to be present throughout the treatment period. Nurses in Radiation Oncology   Ã‚  Ã‚  Ã‚  Ã‚   The inclusion of nurses in this field of radiation oncology is fairly recent. However, this has now become an integrated and competent player in the caring of cancer patients in the radiology department.   Ã‚  Ã‚  Ã‚  Ã‚   The role of nurses have evolved in this field, as many of them have been tasked to carry out many of the advanced procedures in the treatment process. Both preoperative and operative care are executed by these nurses, making them indispensable in the success of the patients recovery.   Ã‚  Ã‚  Ã‚  Ã‚   Currently, the responsibilities given to the nursing staff include both basic and advanced tasks. The basic tasks include education and caring of the patient with in the department and helping others in carrying out researches and other projects. Nurses work towards creating an environment both among themselves and among the different staff members to create an open, friendly environment that ensures better outcomes. Along side, the nurses are responsible for their own education and growth within the field, and opportunities to increase and improve competencies within the staff. The nurses are therefore, working primarily in creating an environment that improves the patient care and outcomes, as well as improve the communication between the various contributors to the field. (Kaprich, 2003) In oncology, the roles of nurses in the treatment process is considered an integral part of the overall healthcare. The primary purpose of providing nursing care is to allow the patients to become independent through the development of their physical, psychical, and social abilities. It is significant in preserving, strengthening and protecting health, and nursing patients and rehabilitating them (Basic Principles of Nursing ). Physicists in the Field of Radiation Therapy   Ã‚  Ã‚  Ã‚   Another significant member of the team of professionals in radiation oncology are the physicists. This specialist is responsible for giving the patient optimum radiation therapy procedures that would ensure minimal health risks and maximum efficacy. Due to the delicate nature of their job, these physicists are expected to be highly professional and equipped with the proper training in conducting their tasks. Part of the job that physicists have is that they should select the proper radiation instruments to be used, the budget preparation and the sequence of procedure execution. Due to this technical knowledge, physicists are important in identifying and rectifying problems that could possibly transpire. But this specialist is not confined in his technical role as his position requires that he collaborates with both oncologists and radiation therapists in determining the proper dosage, duration, timing, frequency and type of radiation therapy to be administered to a patient. Since the availability of x-rays, physicists have exploited this technology of medical imaging, which is vital to medical research advancement. Fundamental research in optics, acoustics, electromagnetism, and particle and nuclear physics have led to an array of indispensable medical tools. Magnetic resonance images, CAT scans, PET scans, and various types of radiotherapy are among the physics-based devices that help doctors diagnose and treat ailments ranging from broken bones to cancer. Ultrasound machines, for example, are made possible through our understanding of the physics of sound waves, and the prenatal images they produce are now so common that they are a cultural symbol of the joy of impending parenthood (Genetic Radiotherapy 2002). Cutting-edge techniques presented in the annual AAPM meeting scientific program will ultimately lead to tools as important to the medicine of tomorrow as x-ray and ultrasound images are today. (Asp et al, 1993)   Ã‚  Ã‚  Ã‚   The use of ionizing radiation in the radiation field has led to many questions raised about the safety margins of these procedures. As stated before, there is a fine line of division between the therapeutic effects of radiation and the adverse effects of the radiotherapy. In this regard, the role of dosimetrists is essential to delineate the amount of dose necessary for each case. Dosimetrists play a role in treatment planning, mould room technology, brachytherapy and sealed source management, in-vivo dosimetry, quality control of equipment, and IT support. (Radiotherapy Provision in England, 2006) Dosimetrists for Dose Determination   Ã‚  Ã‚  Ã‚   A dosimetrist is actually responsible for the delivery of the proper dosage to be given to a patient. They are subordinates to doctors who work in close communication with the patient as well as their families. The person who actually delivers the dose of radiation each day is known as dosimetrist. These work under the doctor or the oncologist and are in close communication with the patient as well as the family members of the patient. The radiation dose decided for a patient is given to him or her in divided portions. The session itself is a small one, but the radiation therapist is the one who delivers it and communicates any changes in the patient to the oncologist.    Mental Health Support for Cancer Patients   Ã‚  Ã‚  Ã‚  Ã‚   Radiation therapy is a big step of treatment in cancer patients and therefore, their mental and physical state is a very important clue and guide to the selectivity of the case for the therapy. Such patients begin one of the most difficult incidents of their lives by opting for radiotherapy. In this regard, they need the proper guidance, support, help and boost to help them get through the different stages of radiation therapy, and to improve chances of recovery. In many of such hospitals, the support programs are available which work with various social services to provide such cases with any required information they need. There are many things the patients undergo in this event. They either may undergo external radiation therapy treatment or an internal radiation treatment. In external radiation therapy, the patients are called to the radiation center 5 times a week and radiation is given to them. The two days off from radiation helps the normal cells to recup erate from the damage of the radiation procedure.   Ã‚  Ã‚  Ã‚     Patients after changing in hospital robes are asked to enter the radiation room especially designed for the purpose. After instructing the patient the proper position, the radiotherapist proceeds to his proper location where he would execute his task. The patient is asked to remain in a the said position where he is to receive a fixed radiation dose to the tumor affected area. After the completion of the session, the patient is then directed to leave and attend to normal daily matters. Patients in these stages undergo immense psychological as well as physical stress for which it is advised that they rest more to help the body restore itself in the normal manner. Since depression and anxiety are two most common features, the patients are advised to take part in activities that boost their morale and help them feel good about themselves. The support teams in this regard focus on providing and guiding patients to a good nutrition plan, to aid in better recovery from illness. Nausea is also among the problems that patients encounter but these can be easily handled through medication prescribed by your oncologist. Hair falling is another issue that usually resolves once chemotherapy is over. In summary, the radiation procedure is especially taxing for the patient who may need immense support and care at this crucial time, which becomes the responsibility of the family as well as the radiology team. (WebMD, 2007)    Internal Radiation Therapy   Ã‚  Ã‚  Ã‚   Internal radiation therapy is another frequent option chosen by the oncologist in the treatment plan of many cancer patients. The high dose rate radiation therapy is a type of this internal radiation therapy where radioactive source is removed between treatments. In this case, the source of radiation is placed in direct proximity to the cancer area and is applied with small sophisticated machinery. This is in contrast to the use of heavy extensive radiation and machinery that is used in external radiation procedures. The substances used in these instances include iodine, cesium, iridium, phosphorus and palladium etc. This treatment has been given many names and is also known as brachytherapy, implant radiation therapy, interstitial, intracavitary or passage radiation. Internal radiation therapy however is a procedure that requires hospital care and attention, as well as isolation, for in this therapy; other people may get exposed to high radiation levels. Therefore, many cases of these may keep the patients for a day or two, during which the affect of the radiation substance would have worn off, and become useless. (Cancer Source, 2007)   Ã‚  Ã‚  Ã‚  Ã‚   It is important that once radiation therapy is carried out, the patient is seen and advised further about the future therapies or treatments. This is an essential part of the treatment modality. Mostly prior to the radiation therapy, the oncologist and the radiation therapist carry out the discussion about the possible side effects of the therapy and what a patient may expect afterwards. The doctor emphasizes the need of follow up care and the role of the patient to show up in time. These include many procedures, including regular medical checkups, screening and diagnostic procedures, endoscopy, blood work etc. All these help the clinician check on the health of the patient and the recovery status, and whether any complication is arising. The patients are asked about the status of their health and any signs and symptoms that the patient may be feeling. Patient is asked about pain, or any physical difficulty being experienced in daily routine. He or she is asked frequently about any medications, supplements and the dietary habits he or she is conducting. Emotional issues and problems as well as family histories are also taken into account in these visits. Such patients may be called after two months of the radiotherapy, and then asked about the status and any necessary investigations may be carried out. These visits may be tapered down to once a year if the prognosis is good and the patient is recovering successfully. The patients are however, asked to maintain the record of their illness and all of the treatment modalities carried out including medications and previous test results for future references. (National Cancer Institute, 2007) Effect of Radiotherapy on Nutritional State of Cancer Patients   Ã‚  Ã‚     Nutrition is a very important aspect in proceeding with the treatment. There are currently many studies conducted in determining the proper nutrition a cancer patient must receive. This is due to the fact that cancer treatments cause high energy expenditure among patients, leaving then in nutritional deficiency as they undergo radiation therapy. Several factors contribute to this problem. First is the fatigue that develops as a result of the treatment, which takes away the ability of the patient to take balanced nutrition. Second is the lack of hunger in such patients and third is the increased vomiting and nausea that these patients encounter during the treatment phase. In all these scenarios, the net result is the reduction in the nutritional capacity of the patients. This is especially true for patients who have cancers of the oral cavity, pharynx, esophagus or the gastrointestinal tract. Dietary and/or external supplementary nutritional sources are extremely important in such cases. Isenring, Capra and Bauer in 2004, claimed that nutritional therapy is an essential feature of the patient recovery plan in cancer radiotherapy. (Isenring et al, 2004)   Ã‚  Ã‚  Ã‚   Researches conducted reveal the negative impact of radiation therapy on the patients nutritional health. There are obvious evidences that nutritional deficiencies are common to cancer patients, especially those suffering from cancer of the GI tract. Due to the imbalance between food intake and energy loss, malnutrition is inevitable. Most patients suffer from malnutrition in the radiation phase, because of this many hospitals now recommend that a compulsory health program be imposed on patients to ensure the proper provision of their nutrition. There are different claims as how to properly design these programs. Some suggest that amino acids and essential fatty acids are important in increasing bodys defenses and to improve patient recovery. A reduced fat diet, live yoghurt and fermented milk product use are now one of the most important components in the cancer nutrition plan. (Internet Health Library, 2007)   Ã‚  Ã‚  Ã‚   Studies indicate the biggest danger due to malnutrition is the intense weight loss that the patient suffers from, which can lead to increased morbidity and mortality rates, reduction of the body’s defense systems and increased possibility of the return of the cancer, should any remaining cancerous tissue remains. While initial weight loss is of no serious consequence, continued weight reduction is a sign of concern. For many of the symptoms that the patient encounters, the options are presented for the specific issue. For example, mouth dryness is a common problem for the cancer patients. This increases their chances of oral infections, and therefore, patients are advised to chew on sugarless gums, increased intake of water, and using high moisture foods and fruits. Patients are advised to take small but frequent meals that are low on fat, to aid in digestion. Appetite stimulants are another good method of improving diet and appetite in such patients. Iron supplementation is advised to counter the effects of anemia, exercise may help in dealing with changes like menopausal states which cannot be given estrogen therapies. Patients in cancer cases tend to opt for more supplements and become less careful about the food that they eat. This should be the other way round, for natural food is the best nutritional supplement and helps in recovery faster. Fruits and vegetables are a high source of vitamins and minerals and can help in the recovery of the patients’ appetites. (Cancer Journal for Clinician, 2001) Physical and Mental Health Maintenance   Ã‚  Ã‚  Ã‚   As stated before, the cancer therapy is an intensely physically as well as emotionally demanding phase of treatment to a patient. In such circumstances, the need is for intense emotional support and encouragement. It is estimated that up to 40% of the patients may experience immense emotional distress during the cancer treatment, and therefore identification with proper counseling and guidance is very important for such cases. (Sollner et al, 2001) The problem lies in the correct identification of the cases undergoing distress and to understand the severity of the issue before hand. Many of the oncologists however, are unable to identify cases of distress which may cause complications at a later date. (Sollner et al, 2001) It is very important that oncologists are able to identify such cases and work accordingly for the benefit of the patient. Many social support groups are available in the hospitals that aim to help and guide the patients as well as their families t o better radiotherapy experience.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The concept of hospice has been indeed one of the methods with which care can be given to patients undergoing therapy. Somewhat of a recent concept in oncology care, hospice care has fast become a popular method among the patients. While hospice care is a good method, there are only three percent of the total cancer patients in a hospital that undergo radiation therapy. The issues here are different as the approvals for radiation are hard to get for the patient. Most of the hospice patients are senior age individuals with a mean age of 63 years admitted in the UK hospitals. (Lutz, Ashworth and Connor, 2005)   Ã‚  Ã‚  Ã‚   The use of hospice care therefore becomes a complicated issue when decision to conduct radiotherapy for such individuals is considered. Many of the patients in this regard are actually cases of terminal cancer who need palliative care through radiotherapy. It is important to address the need of the dying patients and to provide them with the necessary care to help them get through the process with as minimum pain as possible. (Lutz, Ashworth and Connor, 2005)   Ã‚  Ã‚  Ã‚  Ã‚   Usually there are three kinds of patients that undergo hospice care during radiotherapy. The first are those patients who do not have any one to take care of them during their radiotherapy session, and therefore the hospital provides it to them. The second are the patients who do not forgo the hospital admission, and third are those who are getting parenteral and tube nutrition, radiotherapy and chemotherapy and are getting transfusions. (Lorenz et al, 2004) In many of such cases the patients may have difficulty getting admission in the hospitals, despite falling into one of the above three categories. Access in such cases needs to be made smoother for the patients. (Lorenz et al, 2004)   Ã‚  Ã‚  Ã‚   Current hospices are now a combination of inpatient and home care services. In the past this was not the case. Hospices and palliative care were considered a separate department and were accordingly handled. The development in this area has led to modern hospices with a home like feel for the patients to help them recover and feel psychologically better. It is to remember that hospice care in many patients is essentially palliative care, and includes symptom control, effective communication between patients and the doctors, rehabilitation and continuation of care, terminal care, support provision in bereavement, education and research.(Neill and Fallon, 1997) In other words current hospice is a refuge, a recuperant and an area of research all combined. Palliative care is again the domain of specialists in oncology and in other disciplines so as to give the best care there is possible to the patient. In cancer terminal patients, many efforts are carried out to make the stay of the patient more comfortable. After thorough evaluation and identifying the cause of pain in such patients, the administration of analgesics is undertaken. While primary drugs remain the same during the course of the treatment, the secondary drugs or the adjuvant drugs are added as the case may need. These may include some other drugs depending on the patient symptoms such as steroids, anti inflammatories, antidepressants, anti convulsants, and anti arrhythmic drugs. Issues of tolerance and toxicity are taken very seriously and patient progress in this regard is taken under constant observation. (Neill and Fallon, 1997)   Ã‚  Ã‚  Ã‚  Ã‚   There are many reasons cited by the patients about their preference of hospice care to home care. These include high professional care, easy to communicate and clarify issues of health and cancer stages, ease in the visitation in between the radiotherapy sessions with ample time for rest, and provision of support to the patient as well as the family members in the hospital settings. Such patients were satisfied about the exclusive team of care givers in the radiotherapy department, and a faculty that focuses on cancer patients only. However, areas of dissatisfaction among the patients include the problems encountered with the radiation units and machines, occasional lack of communication between the various members of the staff leading to problems in care provision, and problems in transporting patients from one department to the next. (Gavin et al, 2002) CONCLUSIONS:   Ã‚  Ã‚  Ã‚   Radiotherapy is a field of intensive research and activity and is undergoing many changes and developments. Now there is a shift and interest from the conventional external beam radiotherapy procedures and there is more emphasis on the use of fractionation doses rather than single ones. This is especially seen to be beneficial for cases of head and neck cancers and improve the prognosis of the patients, as well as give them ample time to recover during the procedures. Some of the rules however, follow. For example the dosage of radiation is decided depending upon the size of the tumor mass. The larger the mass, the more it must receive the dosage of the radiation. Other methods of providing doses include hyperfractionation, which is twice daily delivery of the radiation, the accelerated fractionation, which aims to decrease the treatment period and to prevent the tumor from regrowing. Some of the techniques employed that prove to have relatively positive impacts are the concomitant boost technique, given once a day for three and a half weeks and twice a day in the final two week period, and the accelerated hyperfrationation, which combines the effects of both hyperfractionation and acclerated dosing. (Chow et al, 2001)   Oxygenation of tumor is also considered for treatment. It has been established that oxygen has the ability to modify radiation damage, that in malignant tumors, both oxygenation and tumor cell proliferation determine local tumor management after radiotherapy. However, there are currently insufficient explanations in correlating oxygenation status and tumor cell kinetics (Nordsmark et al. 1996). But according to the Mayo Foundation for Medical Education and Research (2005), Oxygen therapy uses ozone or hydrogen peroxide to supposedly add extra oxygen to your body. Proponents believe cancer cells need a low-oxygen environment to survive, and that flooding your body with extra oxygen will kill cancer cells. Ozone gas can be mixed with water or air, and users usually drink or inhale the solution. It can also be injected into a muscle. Hydrogen peroxide is sometimes injected into a vein, though it can also be administered rectally. Oxygen therapy hasnt been studied in people. Hydrogen peroxide bubbles in the blood can block blood flow and lead to death. An alternative cure or disease management for cancer patients is for them to undergo surgical procedures. This can be done for several reasons, it can be preventive or prophylactic, for diagnostic, staging, curative, and others. It is one of the oldest forms of cancer treatment that removes tumor and saves normal tissues (American Cancer Society 2007).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Current treatment regimes are now utilizing the use of more sophisticated machinery that is able to specify the location of the tumor and provide therapy to that area only, so as to prevent damage to the normal tissues. The external beam therapy advancements are leading to improvements in the outcomes of the cancer patients and therefore is becoming a widely used procedure in cancer therapy. Internal radiation therapy is somewhat limited to the surgical procedures, where removal of the tumor is promptly followed by radiation therapy to ensure the removal of any viable cancer cells.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Cancer chemotherapy is advancing at a rapid rate and is now a need for the future. The increase in the rates of cancers worldwide has led to the formation of specified task forces aimed to identify the similarities of the problems faced by the patients, their families as well as the doctors in the care of such cases. With the increased length of the treatment with frequent recalls and visits, it is important that such treatments be carried out in coordination with the different members of the radiology team. The roles of the various team members are important and each has a very important role to contribute in the cancer care.   Ã‚  Ã‚  Ã‚  Ã‚   The introduction of social programs is a very positive effort by the health care administrations which aim to educate and help the patients during the various phases of the cancer treatments. The understanding of the physical and emotional distress and needs of the patients and rectifying it helps to improve the outcomes many times and ensures the best of treatment provision. The role of nutrition as mentioned above is again a contributing factor in the rehabilitation of the patient and can help in speedier recovery. In short, radiotherapy is a major decision for a cancer patient which needs to be taken into account during all stages of the therapy with proper support and guidance for better outcomes. REFERENCES The American Society of Radiologic Technologists. The Interdisciplinary Team in Radiological Technology .  Ã‚   http://www.asrt.org/content/RecruitmentRetention/RetentionTools/Interdisciplinary_Team.aspx Lloyd Asp, Morris Bank, Theodore Fields, William Hendee, Douglas Jones, Cohn Orton, Vincent Sampiere, George Starckschall, K. David Steidley and Bruce Thomadsen, 1993. The Role of a Physicist in Radiation Oncology. American Association of Physics in Medicine by the American Institute of Physics. Cancer Backup, 2005. Staff in Radiotherapy Department. Site last accessed on November 7th, 2007 from http://www.cancerbackup.org.uk/Treatments/Radiotherapy/Beingtreated/Staff Cancer Source, 2007. Internal Radiation Therapy: What to Expect. Site last accessed on November 8, 2007 from http://www.cancersource.com/CancerBasics/CancerTreatment/RadiationTherapy/45,25508-7 Rachel H Chow, Kenneth M. Forster, Richard B Wilder, Micheal S Wong, 2001.   Recent Advances in Radiotherapy for Head and Neck Cancers. ENT Journal.   Site last accessed on November 7, 2007 from http://www.encyclopedia.com/doc/1G1-80193510.html Florida Health Care News, 2006. The Role of Radiation in Cancer Treatment. Site last accessed on November 7th, 2007 from www.floridacancerinstitute.us Gavin KT, Brady M ,Hollywood D , Meagher E,   O’Cathail S, Browne C, 2002. Radiotherapy Services: Evaluation of Patient Preferences and Priorities. Site last accessed on November 8th, 2007 from http://www.isqua.org/isquaPages/Conferences/paris/ParisAbstractsSlides/Wednesday/A23b/pdf/383%20-%20Gavin.pdf Nordsmark, M., Hoyer, M., Keller, J., Nielsen, O.S., Jensen, O.M., and Overgaard, J. 1996. The relationship between tumor oxygenation and cell proliferation in human soft tissue sarcomas. Elsevier.   1;35(4):701-8. Internet Health Library 2007. Health in Hospitals Radiotherapy. Site last accessed on November 8th, 2007 from http://www.internethealthlibrary.com/HealthinHospitals/RadioTherapy-Nutrition.htm E A Isenring, S Capra and J D Bauer, 2004. Nutrition Intervention is Beneficial in Oncology Outpatients Receiving Radiotherapy to the Gastrointestinal or Head and Neck Area. British Journal of Cancer, 91, 447-452 Suz Kaprich, 2003. Radiology Nursing- Team Building. Nursing News Quaterly. Site last accessed on November 7, 2007 from http://www.uihealthcare.com/depts/nursing/news/nnq/may03_pg4.pdf Karl A Lorenz,Steven M Asch, Kenneth E. Rosenfeld, Hui Liu, and Susan L Ettner, 2004.   Hospice Admission Practices: Where Does Hospice Fit in the Continuum of Care? Journal of American Geriatrics Society, VOl. 52, No. 5, pp. 725-730 Lutz, J. Ashworth, C. Spence and S. Connor, 2005. The Use of Radiotherapy in Hospice Patients: A Population Based Study From the National Hospice Outcomes Project. Journal of Clinical Oncology, 2005, vol. 23 number 169, Part I of II. Martin H N Tattersall and Hilary Thomas, 1999. Recent Advances, Oncology. Clinical Review, BMJ 1999: 318: 445-448 National Cancer Institute, 2007. Follow up Care After Cancer Treatment: Questions and Answers. Site last accessed on November 7th, 2007 from http://www.cancer.gov/cancertopics/factsheet/Therapy/followup Bill O Neill and Marie Fallon, 1997. ABC of Palliative Care: Principals of Palliative Care and Pain Control. BMJ, 315: 801-804 About the RCR. The Royal College of Radiologists. Site last accessed on December 7, 2007   Ã‚  Ã‚   from http://www.rcr.ac.uk/index.asp?PageID=9 Basic Principles of Nursing Care in the Institute of Oncology and Radiology of Serbia. Institute of Oncology and Radiology of Serbia: National Cancer Research Center. Site last accessed on December 7, 2007 from http://www.ncrc.ac.yu/onkoeng/principi.html Complementary and alternative cancer treatment: Get the facts 2005. Mayo Foundation for Medical Education and Research. Site last accessed on December 7, 2007 from http://www.mayoclinic.com/health/cancer-treatment/CM00002 Genetic radiotherapy, PET scans for animals, novel spinal surgery. Scienceblog. Site last accessed on December 7, 2007 from http://www.scienceblog.com/community/older/2002/B/2002681.html Medical Dosimetrists. University of Washington Medical Center. Site last accessed on December 7, 2007 from http://www.uwmedicine.org/PatientCare/MedicalSpecialties/SpecialtyCare/UWMEDICALCENTER/Cancer/SpecialtyServices/dosimetrists.htm Nutrition During and After Cancer Treatment: A Guide for Informed Choices by Cancer Survivors. Cancer Journal for Clinicians 2001: 51:182-187 Radiotherapy Provision in England. A Report from the National Radiotherapy Advisory Group-Workforce Subgroup, 2006. site last accessed on November 7th, 2007 from http://www.cancer.nhs.uk/documents/nrag_files/Workforce%20sub%20group%20report%20-%20fin.pdf Radiography and Radiographers. Professional Info from Radiographers.org. Site last accessed on December 7, 2007 from http://www.radiographers.org/professionalinfo/radiography_radiographers.htm Radiation Therapists. US Department of Labor: Bureau of Labor Statistics. Site last accessed on December 7, 2007 from http://www.bls.gov/oco/ocos299.htm Surgery. American Cancer Society 2007. Site last accessed on December 7, 2007 from http://www.cancer.org/docroot/ETO/content/ETO_1_2X_Surgery.asp The Role of Radiation Oncology in Cancer Treatment. MD Anderson Cancer Center. Site last accessed on November 7, 2007 from http://www.mdanderson.org/departments/andersonnet/display.cfm?id=BF82D669-17DA-11D5-811000508B603A14method=displayfull W Sollner,   A DeVries, E Steixner, P Lukas, G Sprinzl, G Rumpold and S Maislinger, 2001.   How Succesful are Oncologists in Identifying Patient Distress, Perceived Social Suport and Need for Psychosocial Counselling. British Journal of Cancer, 2001: 84, 179-185 WebMD,   2007.   Breast Cancer: Radiation Therapy: What to Expect. Site last accessed on November 7th, 2007 from http://www.webmd.com/breast-cancer/breast-cancer-radiation-therapy-what-expect

Marketing Trends of Coca-Cola

Marketing Trends of Coca-Cola 1.0 Introduction When question of marketing communication is asked there will be numerous answers as there are many respondents. One of the most common answers is the advertising that is most visible of the marketing communication. In twentieth century the term advertising was used what might be called marketing contemporaneously. However the terms communication has eclipsed the advertising and promotion due to the services of the firm in form of its products, brands to its audiences during the last two decades. Marketing Business are the means by which services, supplier of goods and values represent themselves before the targeted audiences with the objectives of stimulating the talks for better commercial and other relationships. Marketing Communication is influenced by the environmental factors and media development, budgetary demands and most likely by the consumers attitudes. Coca Cola being the one of the largest brands in the world with brand portfolio and value has top four soft drink brands out of the five. Diet Coke, Coca Cola, Fanta and Sprite are owned by the Coca-Cola. Responsible marketing is the fundamental principle of Coca-Cola Company in UK. All marketing initiatives are reviewed to ensure all the complied principles as media buyers and other marketing agencies. 2.0 Marketing Trends of Coca-Cola in UK The marketing principles and policies are reviewed to keep up to date with the changing market trends. The Coca-Cola Company in Great Britain is tilted towards the voices of parents and their concerns about the advances in online marketing. Children under age of 12 cannot understand the purpose of the commercial ads and lack the necessary skills and judgments required for it. For the GB market the Coca-Cola Company has developed a charter for responsible marketing built on the European and Goal commitments. The Coca-Cola Company ensures that its marketing practices are according to social expectations and wants to remain responsible producers. It is also included in core principles of Coca-Cola Company that collaboratively work with public, stakeholders, customers is defined and ensures the compliance. The marketing values of Coca-Cola Company are mainly focused positively with optimism, for that the Coca-Cola Company has stood the time since the cold drinks were sold first time 120 years ago. There are more than 59 competitors of Coca-Cola in UK. Dr Pepper Snapple Group, Nestle and PepsiCo are the famous competitors of Coca-Cola in UK. The electronic technologies and internet have grown rapidly and resulting the increase in global communication. It has allowed the firms to work in partnership with other countries and international market. The global soft market is expected to increase to 3.6% from 2004 to 2010 (Datamonitor, 2005). For the consumers of Coca-Cola the growing trends societal concerns, lifestyle and attitudes are very important. It is causing the industrys business to change because the Coca-Cola is differentiating in its products to increase the sales in a stagnant market. Coca-Cola is in the rivalry of the Pepsi and they are in power struggle. The main focus of the Coca-Cola is to compete in the non-alcoholic drinks in the beverage industry. Other than Pepsi Coca-Cola is competing a multiple firms located in UK. The products included in list are the carbonated soft drinks, packed water, nectars and juices, energy and sport drinks, coffee and tea, fruit drinks and other beverage. PepsiCo and Coca-Cola have saturated the European markets. International markets are different from the local UK market. Closer competitor of Coca-Cola is the Pepsi which also offers the similar products. Other closer competitors include the Tango. The brands of the Coca-Cola are much popular among the citizens of the UK. Brands are the more important role players for the promotion of sales of Coca-Colas products. It is difficult to manage the brands as they constitute many intangible components. These intangible assets account significantly a big part of Coca-Colas values the se days in UK. Tangible assets have moved the Coca-Cola from a situation when its tangible assets represented only 3% of its market value. During the process of evolution and development of Coca-Cola its managers have faces the risks as given below. Bottling Partners: The relationships of the Coca-Cola are at risk with the bottling partners due to sub-par return on capital. To alleviate this issue Coca-Cola needed to increase its shares and capital return. Economic Slowdown: The slowdown of global economic growth has also affected on the Coca-Colas sales and sale of many brands is slow down. Expansion Strategy: The expansion strategy of non-carbonated market has many growth trends but the market margins are lower and may take the profits away from the core business of Coca-Cola. In presence of these risks the Coca-Cola has stabilized it in UK and Coca-Cola Enterprises Inc. produces the 240 million cases of products every year in six different manufacturing sites, seven distribution sites with largest plant at Wakefield in the world. 3.0 Strategic Objectives of Coca-Cola Being the one of the global company in the world, it took responsibilities to affect the communities in UK in some ways. Company has mission which called the mission stated as The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business. In community company has made efforts to build relationships among the different communities. Coca-Cola Company has focused to improve the quality life of citizens. It has addressed water, waste management and climate changes in UK communities. Company has focused on the higher education to build the strong communities and enhance individual opportunity. Business growth is entire objective of the Company and requires the following five forces model. This model helps to work out the dynamics in UK market and other areas of activity. It tells the company who other companies are competing in the market. It also provides a way to enter into market as a fresh company. The porters model helps to find out the other enterprises and also identifying the implications in existing market. There are five key forces as shown in the following figure. New Entrants Suppliers Buyers Existing Competitors Substitutes Figure 1: Porters Five Forces Porters model shows us the five forces which affect the Coca-Cola Companys development in UK. These forces include the New entrants Coca-Cola with other rivals is established in UK and is popular among the customers due to its brands. Buyers power Alternative products and services Potential of Suppliers Current Competitors The current competitors of Coca-Cola are discussed above in brief. PepsiCo is the main competitors of the Coca-Cola and is deriving more than 50% shares in industry. All forces in Porters model are connected in a dynamic relationship. 4.0 Marketing Communication of Coca-Cola 4.1 Corporate Objectives There are several objectives that company gives to its shareholders include as The increase in the soft drinks growth rate by the company Driving the profitable growth by broadening the family brands Generating the growth through all channels via creating the consistent services to its customers The direct investment with great extent in different areas of UK drinks market Driving efficiently and cost-effectively in all parts of the UK where they are planted 4.2 Marketing Objectives In Europe the sale of the Coca-Cola brands represents a great percentage in UK with billion dollars. To represent a larger part of European market the Company wants to increase its sale during the next year 2011. It is already told that products are home-consummated drinks. Company wants to increase its impulse during the next 12 months. Due to the satisfaction of the stockholders the market shares can be increased during the next 12 months. 4.3 Communication Objectives Communication objectives of the Coca-Cola are as given below Make awareness among the people facing the products during the next year and grouping the all targeted audiences. As Coca-Cola is a well famous due to its brands in UK, it is not possible to increase its awareness by an important percentage. Company emphasizes on the awareness of its new products which are compared to its competitors in market. The specific brands are with great tastes which differentiate it from other brands. Coca-Cola Company is known due its brands in history and can lose its position as a brand for the youth in UK. It requires repositioning it among the teenagers. Coca-Cola is the leader of the drinks for the consumers in UK, it is not necessary that it will remain at top position during the next years. It requires the brands must reinforce its saturation with leading audiences. 5.0 COMMUNICATION STRATEGY 5.1 Target Audiences The consumer data collected between 1995 and 2000 shows that women were the heavier users than the men. But this trend changed in 2002 and men became the main users of the Coca-Cola products. Social groups are the main consumers of its brands. Brands need to be increased their sale among the different groups in UK. These groups are future consumers of these brands in a long term of objectives. Women must be encouraged to become the main consumers as seen in previous years. 5.2 Targeting the youth A pull strategy can appeal to young in country and corporate image of company can be changed by an art sponsorship. This can be achieved by clarifying its name and a best singer can be sponsored for these objectives. Teenagers in UK can recognize the company due to its brands, which are supportive to produce the rock scenes better than previously. 5.3 Targeting the males: Sports events Coca-Cola is popular among the males due to its sport sponsorships. The idea behind the sponsorship is to approach the large audiences during the sports events in country. Games like football, cricket, rugby and tennis are main events in UK for the all 12 months and Coca-Cola can intensify its advertising campaign. Banners are useful placed on the doors or gates of the stadiums or playgrounds. 5.4 Young adults A push strategy is more useful to attract the young adults. Young people use the alcoholic drinks at clubs with their friends. A common venture of Whisky brand by developing an association with barmen can prove to be favorite drinks at most fashionable place in the cities of UK. In clubbing the Coca-Cola will put the Whisky-Coke as the fashion drink. 5.5 Targeting the large audience: TVs and Cinemas advertising By the widespread campaign on TV young audience can become more receptive towards the Coca-Colas brands. The TV campaign or advertising is a cost-effective way and provides an opportunity to targeted audience to establish an association with sponsors and programs. A new can be diffused by the cinema complexes. Cinema is a place where targeted audience are in a best approach with the kind of the film chosen there. 5.6 Press advertising Young and old audiences are targeted by the press advertising and female are more targeted than males. Older people read the magazines due to health articles are written there while teenagers read it for the fashions. 6.0 MIX RECOMMENDATION FOR COMMUNICATION 6.1 Banners The intensive use of banners during the March and April makes the start of the new campaign; banners are based on the same themes shown at TVs. Banners placed on the public transport are good means of advertising because buses are seen by the majority of the people, especially students who travel to their universities. Stadiums are the places where the banners are displayed during the sports events in major cities like London, Manchester and Liverpool etc. 6.2 Sale Promotions Two methods are crucial for the sale promotions; first one is used for the manufacturer to resellers and second one used for the manufacturers to consumers. In first place Coca-Cola will encourage the resellers to purchase the products with increased amount and develop a great usage of its products. Brand loyalty is the desired objective of the Coca-Cola. In the second place the Coca-Cola will encourage the users of its competitors to change the use of products. Regular customers are always at the priority list of the company to be benefited. 6.3 Online Promotions Website is the main source of the online advertising and updates about the brands, prices and new promotions can be accessed through the websites. Screen savers, games and other downloads about the Coca-Cola brands are available from the Coca-Cola websites. These promotions are not only based upon the product itself but also the images transmitted by these brands. 6.4 Joint Ventures Joint ventures with Whisky brands in clubs and pubs will be useful for the company. The relationship with be established with specific clubs and pubs. Aim is to develop a new fashion about Whisky-Coke. T-shirts and Caps in clubs and pubs can attract more young adults. 6.5 Budget and Media issues Several magazines will be the part of campaign to approach the targeted audiences. This campaign will be started from the May to August; Hello and OK magazines will be the sources for this campaign. These are weekly based magazines and young girls are more interested to read them. Top Santà © and Readers are the magazines and older audiences are the targets of these monthly magazines. 6.6 Cinema Budget A campaign will be started from June to July and new commercial will be diffused in major cities of the UK. The two films will be targeted in the evening sà ©ance only on Friday and Saturday. Total budget for the cinema can be calculated as: 1 sà ©ance * 2 days * 5 cities * 8 weeks * 40000 = 3,200,000 (GBP). 6.7 Poster Budget There are two possible sources where posters can be displayed: buses banners and roadside banners. Roadside banners will be done during the next 20 weeks and 2000 panels T side buses will be completed during the next 6 months. 6.8 Internet Budget The images of Coca-Cola brands and screen savers require the specific knowledge. A budget of 100000 (GBP) will be used to create the games and adaptation of websites. 6.9 Sale Promotion and Joint Venture Budgets Coupons offers demand the budget of the 300000 (GBP) and a budget of 200000 will be needed for the competition campaign. Promotions in clubs also need an amount of 400000 (GBP) and it will contain the contacts with JB, contracts with clubs and packaging designed for the use of T-shirts, glasses and caps. 6.10 Evaluation There are numerous methods to evaluate the achievements of objectives and media has their own evaluation methods. This evaluation is helpful to determine the effectiveness of the marketing communication plan. 7.0 Issues of Coca-Cola in Current business Scenario According to Dr. John S. Pemberton the mixture of coca-cola syrup and carbonated water yielding the fountain beverage was first time introduced by the Coca-Cola. This product is sold in every state of the state of U.S. (http://www.virtualvender.coca-cola.com/ft/index.jsp). In annual report of the Coca-Cola Company 24.4 billion products were sold in year 2009 (Annual Report of Coca-Cola, 2009). Sustainability of business is an important pillar of 2010 years business strategy which are carried out for the part of the corporate social responsibility and coalition of global investors have appraised the Coca-Cola with high-quality reports for the investors (www.coca.collahellenic.com). Coca-Cola is much focusing upon the Social Responsibility focus because it wanted to promote the lives of people living in the community. Coca-Cola is involved in many programs like Education on Wheels especially in Singapore (O.C. Ferrell, John Fraedrich Linda Ferrell, 2009). Coca-Cola is diversifying bas ed upon its products a planned to launch new products in UK. As Malven Water a product of Coca-Cola is owned by the UK (Hall, 2007). The competition of the Coca-Cola with PepsiCo Corporation has forced the Coca-Cola to get profit beyond the selling of its products. Company does not only sell the products but works with the bottling companies. Some which are owned by the Coca-Cola but others are not. Company is facing the issue of earning more. To combat this issue Coca-Cola has acquired the companies to make more growth. Mr., Daft the Chief Executive of Coca-Cola in 2001 made recommendations to acquire the Quaker Oats Company. Coca-Cola was interested in the brands of the Quaker Oats Company. But Quaker Oats Company was bought by the Pepsi in 2001 (Lynch, 2007). Coca-Cola throughout history has crises in market shares. The New Coke fiasco was noticed and it took step to replace this version with original brand of Coke and defeated its archival Pepsi. Executives of the Coca-Cola thou ght to revise the formula of this Coke product (Adam Lindgreen, Martin Hingley Joà «lle Vanhamme, 2009).