Integrated marketing communication program for jeans - Free Essay Example

Sample details Pages: 17 Words: 5223 Downloads: 9 Date added: 2017/06/26 Category Statistics Essay Did you like this example? Executive summary: Various jeans industry such as Denim, Levis, and Disney etc. design various integrated marketing program. Although common objective of all IMC program is increase brand awareness, sale and design a unique image in customers mind. Don’t waste time! Our writers will create an original "Integrated marketing communication program for jeans" essay for you Create order In order to address and attract customer all jeans industry launch various campaign. To communicate with public and customers they advertise their campaign on TV, magazine, online and radio. Through their advertisement they want to design their brand image in customer mind. Besides advertisement, they also carried out promotion activity, public relation, direct marketing etc. Direct marketing is although time consuming but most effective tool for communication. Various jeans industry also organizes various events in order to communicate properly with customers, for example Aadharshila Brand solution was planning to launch an event called JEAN JANOON for their client The HUB a multi brand outlet for apparel. Main purpose of this event is to increase the sale of jeans. Before designing IMC program this company carried out market research in order to judge customers behaviors toward jeans. For research they design the strategy for JEAN JANOON event. During the event they decided to get feedback from customer who visits The HUB multiband retail outlet so that appropriate primary data can be collected for designing IMC strategy for The HUB. Before designing integrated marketing communication program it is necessary to judge consumers behavior toward jeans , it is necessary to known customers liking and disliking, these data provide various support during designing of IMC program. Although there are various media available for communicating but Printads in magazine and news paper is seen most effective medium followed by television. After Research survey done by various jeans company, it has been found that male respondents were less brand conscious than female. There is no particular fashion trend among males, but females are more conscious towards seasonal fashion trends. Fitting and style are the major attributes considered by customer while buying jeans. Marketing plan plan Situation Analysis:Every organization faces a lot of problem at present time so it became necessary for every organization that before setting any objective carried out situation analysis in order to recognize strength, weakness, opportunities and threat present in our organization. According to Sally and John, marketing plans are the written document or blueprint for implementing and controlling an organizations marketing activities related to a particular marketing strategy . A successful marketing plan is able to improve organizations profits and growth, uses in objective setting and monitors results. So to gain a successful market plan it is necessary to to understand the current situation comprehensively and trends affecting the future of the organization.There are two major reasons to explain why situation analysis plays a vital role in developing marketing plan. Firstly, dynamic marketing environment will lead to uncertainty, threats and opportunities for marketers. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. Then, systematically analyzing situational environments in order to identify our customers and understand their needs. There are certain opportunities in jeans industry, such as increase women wear collection, increase market and market share through integrated PR, and advertisement and promotional campaign. Besides opportunities there is a lot of threat that create barrier for entry in to jeans industry. These threats are as follow: Increasing competition in ethical fashion Ethical brand is not taken seriously by public High price and loyalty decrease loyalty toward brand Main objective behind situation analysis is to known analyze customer, competitor and there strategy. Marketing objective: After situation analysis we became able to known our organization strength, weakness, opportunities and threat present in environment. It provides a lot of support in setting of objective. There may be a lot of marketing objective, some are as follow: Increase market share To create new successful denim and clothing rang and expand it to convert not user in to user. Increase sale by 50% in 6 month from the launch of public campaign Create awareness among target audience. Use excessive advertising especially using media preferred by the target market. Create product belonging and position among buyers mind Marketing strategies: Toachieve these objective we implement various strategy. Target market: Urban personality: Affluent young professional Prosperous young professional Students and cosmopolitan Marketing Mix Strategies : Main aim of various jeans industry to produce high quality jeans in various qualities such as five packet jeans in various size. This is mostly done to capture youth attention. They produce jeans in various colour to capture more market share. Must of jeans brand such as levis, denim , dem lea diesel jeans jump in to Indian market by producing high quality of jeans Pricing range from 4.7 $ to 9.5$. Jeans do not need too much promotion. It is done mostly by fair, E commerce and agent Thedistributionchannels for jeans industry are as follows. MANUFACTURER (COMPANY) WHOLESELLER JEANS SEND TO RETAILER CUSTOMER Internal Process It is as follows. Sample Cutting Stitching Washing Pressing and labeling Finishing Dispatched to store Packing and containers Explanation The sample is first send by the buyer. Its called a gold seal sample. In cutting dept, one piece is placed on the other and in this way a bundle of 50 Jeans is made. Then the cutter cuts it. In the stitching dept, front end or the upper part is made. Then backend is made and they are assembled together in the assembly end. Then the belt is made. Washing can be done by simple garment wash or through the stone wash and chemicals. It is done according to the buyers request. In Pressing and labeling dept, the Jeans are pressed and then labeled for identification. In finishing dept, the quality of jeans is checked and mistakes are rectified. Then the Jeans dispatched to the store. Then packing is done. It is done according to the buyers request. Then they are sent to the containers. Samples of Product; Implementation tactics : Launch a blind ad campaign on billboards and magazines in all A class areas of major cities and magazine. Heavy advertising on TV, newspapers and magazines Set displays of jeans in showrooms and major dealer outlets in all cities. Reduce number of billboards, television and magazines advertisements. Continue Advertising Evaluation, Monitoring and Control: Goal of marketing plan is to achieve market objective that are established before implementation of marketing plan. We evaluate and control our strategic tactic by comparing our result with standard established before setting of plan, by measuring customer satisfaction and brand loyalty. If result is less than our standard than there any is default in implementation and monitoring. The people who are responsible for the monitoring and control of the marketing plan involves, the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Production Managers. Some activities must be carried out for precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, consumers and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions. The Integrated Marketing Communication Plan Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion) So Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Promotional activities include Advertising, sales promotion, and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Situational analysis: First of all we carried out we carried out situation analysis in order to unedrtood problem. In this we identify our compititors and their strategy for example Levi carried out compititor analysis and find out various strategy adopted by Tommy Hilfiger, JNCO, VF Corporation, Gap, Calvin Klein, Diesel and Paris Blues. After situation analysis Levy Strauss Company find out thattheCalifornia gold rush outfitter whose trademark blue jeans have been an American clothing staple for generations, had fallen on hard times by 2004 and needed a change in strategic direction.After seven consecutive years of falling sales, profits turned to losses in 2003. Management responded to the decline by moving its manufacturing plants offshore and by introducing a new line of discount jeans at Wal-Mart.It also considered selling off its Dockers casual pants unit in order to focus on its jeans business. Under situation analysis we also analyze financial position of company. IMC objective: There are various IMC objective set by jeans company after situation analysis in order to accomplish their goal. Some of objective are as follow: To Increase sale by 50% in six month To Increase brand awareness To Increase customer loyality To Increase desire of customer To Increase repeat purchase To measure customer satisfaction To create relationship with customer on personal level To control and observe public opinion To receive feedback from customer on regular basis Media objectivesstate the impact that you expect to have on an audience in terms of reach and frequency. Objectives must meet the following criteria: Measurability Quantifiability Realism time-specificity Budget determination: We need to establish what amount of money will be needed to achieve the IMC objectives.Although there is various methods present to determine what amount of money invest on IMC. These methods are as follow: Affordable Method Percentage of Sales Method Unit of Sales Method Zero Budgeting Method Inaffordable methodwe invest money on IMC as soon as we can afford. However inPercentage of Sales Methodamount of money invest on IMC tool depend on what amount of sale we expect to achieve during course of year. These percentages are mostly adhoc and sometime based on judgment. InUnit of Sales MethodCompany allocate a certain proportion of cost of product to promotion. Thus say if ex factory cost of the product is say Rs 100/ the company will allot Rs.10/- toward promotion cost. Hence if company expects sale 10,000 unit of the product, thus allocated IMC budget will be Rs.100.000/-. In Zero Budgeting Method, company determine what need to achieve in term of sale and then rework backward in term of what money will be needed to be allocate to deliver those customers. Thus if company believe that in order to achieve their sales, 10,000 customers need to purchase their jeans once during the planning period than it will work out what number of prospective customers will needed to be tar geted through ATL and BTL activity, in order to achieve that result. IMC Methodologies There are various component of integrated marketing communication that is as follow: Advertisement Advertisement is any paid form of non-personal presentation and promotion of ideas or products by an identified sponsor. Objective of any ads is to increase brand awareness. Objectives: There are mostly three objective of advertisement compaign, that are as follow: Inform Persuade Remind Inform:Informative advertising, seeks to tell the market about the jeans, explain the new quality added in jeans, provide information on pricing, and build awareness of both the jeans quality and the company. Such objectives are normally pursued at the launch of a new quality jeans, or re-launch / up-date of an existing jean. Persuade:Here objectives are to encourage the target audience to switch brands, make the purchase, and create a preference in the market for the jeans as opposed to its competition. Advertising of this nature is required in highly competitive markets, where a range of jeans design competes directly with each other. In such circumstances businesses often seek to differentiate their jeans through Comparison Advertising either directly or indirectly comparing its jeans to that of its competitors. Remind:Reminder Advertising, is used to maintain interest and awareness of a well established jeans brand in the market, often in the latter stages of its product life cycle. It is often used at the Point-of-Purchase to remind consumers of the Brand. Advertisement budget: Having identified advertising objectives, the advertising budget must be set. Determining exactly how much a business should spend on advertising to achieve the desired level of sales. Commonly, the decision is based on past experience of expenditure on advertising, and the sales subsequently achieved. There are however a number of factors that can be considered in setting the advertising budget Factors influencing the setting of advertising Budgets: Product life cycle stage:New products in the Launch stage of their Product Life Cycle, will normally require greater expenditure on advertising to create product awareness, and encourage consumers to trial the product. Whilst products that have reached Maturity in their product life cycle, will often require smaller advertising budgets to achieve the level of sales required. Competition:The number of competitors in the market, and their expenditure on advertising competing products, will influence a business to spend to a similar or higher degree. Product Differentiation:A product very similar to other products on the market may require greater expenditure on advertising to differentiate it from its competitors. Advertising Strategy: Developing an Advertising Strategy to achieve the objectives of a campaign, requires that consideration be given to both the Message which will be communicated and the Media through which it will be sent Advertising Message An advertising campaign, no matter how much money is spent, no matter what media is used, will only be successful if the Message appeals to the target audience. Given the level of advertising which bombards the average consumer, a successful advertising message must stand out amongst the advertising clutter. Thus marketing professionals are required to be creative, imaginative and innovative in developing the advertising message, both in terms of what is said, and How it is said? What is said This is often referred to as the Big Idea, and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences, it is difficult to categories the content of advertising messages which a business may send, below we include a couple of examples of actual message strategy. During delivery of advertisement massage in customer mind take the personality symbol, lifestyle and musical as consideration. In addition the tone of the advertisement will need to be established, which can be either positive or negative. The advert may therefore promote positive feelings of fun, contentment, and happiness or take on a more negative, somber, or even threatening tone. Selecting Advertising Media: In addition to deciding upon the content, style and tone of the advertising message, the media through which the message will be communicated to the target audience must also be selected. Mostly for jeans advertisement we select media such as magazine, newspaper and outdoor. TV rarely used for advertisement of jeans. In order to select the most appropriate media, consideration must should be given to various advantage and disadvantage of various media. Strengths and weakness of various media are as given below: Television : Strengths Dynamic attention getting media, combining visual, sound and animated stimulus. Strong potential Impact High market coverage Good at demonstrating products Weaknesses: Highly expensive Poor at communicating lengthy technical information Newspapers: Strengths: Targeting is possible through profiling readership Good level of market coverage Weaknesses: Static media, not suitable for product demonstration Potential for poor reproduction, sometimes limited to black and white print Short-life span, i.e. todays newspapers become tomorrows rubbish Magazines: Strengths: High quality reproduction, of color images Targeting is possible through specialist publications Good pass on readership Weaknesses: Static media, not suitable for product demonstration Lengthy lead-time between advert being placed and magazine being published Outdoor: Strengths: High repeat exposure to advert Relatively low cost Low levels of competition, in terms of advertising clutter Weaknesses: Limited audience selectivity / targeting possible Static media, not suitable for product demonstrations Difficult to monitor effectiveness Make them your own is the name of the campaign launched by Levis to boost the sale of Denim jeans. This is one of the most aggressive marketing and advertising strategy followed by Levis to move up the sales. The theme of this marketing campaign is narcissistic youth. It will feature youth who will check themselves out in Denim blue jeans. The advertising will target the age group of 18 24 years. Mostly levy also select TV, Magazine, and Newspaper as a media for delivering there massage about their product in customer mind. PRINT Ads: This ad focus on that even in bad time our company ABC produce good quality of product in comparison to our competitor. ABC Company compares their product with competitors in quality and design. Through this ads company want to show that our product is superior in quality and design. Sale promotion: Sale promotion is collection of various consumers and trade promotional tool such as rebate, discount, gift, contest, coupons, price deal, contest game, sampling etc. to increase sale of products. There are certain objectives of sale promotion. However main objective is to increase immediate sale because Sales Managers are under great pressure to produce results quickly. Objective: There are certain objectives of sale promotion that are as follow: To increase immediate customer sale To increase support among the marketers sales force. To gain the support of the trade in marketing the product Reasons for Growth of Sales Promotion: There are number of reason for growth of company in sale promotion some are as follow: Increasing Competition Due to increase in competition, companies are finding it increasingly difficult to compete on quality. They are therefore resorting to more innovative methods of sales promotion. In order to have a competitive advantage over its competitors like Levis, Pepe, Killer and others, Spykar Jeans, once a year has a grand sale of up to 50%. Customers Have Become More Price Sensitive: The increase price sensitivity is direct result of rampant inflation. Economic support this trend further, as a result customers and dealer became more sensitive toward price. If the customers get branded jeans at half the actual price, then they are definitely going to make huge purchases of Spykar Jeans because they want value for their money, as they are price sensitive. Sales Promotions Generally Create an Immediate Positive Impact on Sales: Advertising, personal selling and other methods of promotion produce slower impact on sales in compared to sales promotion. Sales promotions are mostly for short duration, for a specified period, leading to a sense of urgency in consumers to buy now. This creates an immediate positive impact on sales. Products have become more standardized: In many product categories there is proliferation of brand or line extension and me too many brands. Most of brand perceived by consumer varies little in price. Due to this it became very difficult for advertiser to reposition their product in customers mind. Due to which they focus on more and more on sale promotion to get immediate result. Advertising Has Become More Expensive and Less Effective: All the advertising media have become quite expensive. Audio-visual medium, which is considered as the most effective for short-duration ads, may cost in excess of Rs. 1 lakh for a 10 second exposure during prime time. In many cases, consumers have reached a point of boredom due to excessive advertising on TV. Firms with small budgets cannot compete with big companies, which spend huge sums of money on advertising. For these small budget firms, sales promotion is a more cost-effective promotion method to produce sales results. Trade Has Become More Powerful: At present time Retailers and wholesalers have became more powerful and demand extra facility from company to promote their product. Company has no other alternative. Besides these there are also various kind reason such as Excess Stocks, Impulse Buying Is Increasing, Sales Promotions Maximize Profits etc. Promotion Strategies: Promotional strategy is mostly run to change consumers behavior, to increase brand image, to increase profit, to increase sale of various good. There are mostly two kind of sale promotion, one is directed toward consumer and other one is directed toward trade such as dealer, supplier, retailer etc. Consumer sale promotion tool: There are a lot of promotional tool used to increase sale. Consumer sale promotion is directed toward consumer. It stimulate consumer to purchase their product rapidly. There are a lot of tool that are as follow: Price deal: Price deal is temporary reduction in price of product. There are two type of deal: cents-off deals and price-pack deals. Price deal is given at various times to stimulate purchase of jeans. Coupon: A coupon is typically a printed certificate giving the bearer a stated price reduction or special value on a specific product, generally for a specific period. Various company issue various kind of coupon that contain various discount price , customer get the advantage of this discount and purchase jeans at low price. Offer: There are various kind of gift is offer by various jeans industry. For example the branding magazine said that the Gap will be conducting a marketing campaign centered on the idea that your favorite songs and your favorite jeans, Gap jeans, make the perfect fit. Customers who try on a pair of the retailers new jeans will receive a free iTMS download. The campaign will be marketed with print and TV ads, and will feature TV commercials with musicians singing covers of their favorite song while wearing Gap jeans. The company will be offering those collected covers in a CD at retail Gap locations for customers who make a US$60 or more Gap purchase. Premium: Sometime various companies like Levy, Denim etc. offer some gift or at bargain price to encourage customer buying. Sampling: Some company like American eagles to known customer feedback provide free simple of various jeans according to their preference. Advertising Specialities: Advertising specialities also call a promotional product. It mostly given to our loyal customers. It includes various card like birthday card, New Year card. It is mostly done to retain old customer. Trade sale promotion tool: Objectives of Trade Sales Promotion: Gain/maintain distribution Influence resellers to promote product Influence resellers to offer price discount Increase reseller inventory Defend against competitors Avoid reduction of normal prices There are various sale promotion tools that stimulate trade to promote company product. There are a lot of trade sale promotion tools some are as discussed below: Trade Allowances: Trade allowancesare short-term special allowances, discounts, or deals granted to resellers to stimulate reseller to rapid purchase of their product. Point-of-Purchase Display: Point-of-purchase displays are generally used at the retail level to call customer attention to a featured product. In this company employees observe every retail shop and those retail shop that display more company product will be winner of special gift or prize Trade Shows: A trade show is periodic, semi periodic public event at which supplier displays their jeans product and provides information about jeans quality and price to potential buyer. After implementing these different techniques of sale promotion we monitor result and evaluate these by comparing with objective set before implementation of plan. Public relation Public relation is nothing but creating a favorable relation for organization and product which is done through used of various communication channel and tool. So public relation is mostly done to improve the image of company and build good image in customers mind. So public relation may be define as Public Relations is a set of management, supervisory, and technical functions that foster an organizations ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. Objective: Like other aspect of marketing, public relation is also used to address several broad aspect of marketing like: Building Product AwarenessWhen introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. Creating Interest:Public Relation create public interest to used the product at least for once time. Providing Information:Through the Public relation we can provide a lot of information about company activity and their product feature and service provided by company. This information is delivered to public through newspaper, article website, collateral material; PR helps in delivering information that helps to public in understanding the product feature. Stimulating Demand:A positive article in a newspaper, on TV, news show or mentioned on the Internet, often results in a discernable increase in product sales. Reinforcing the Brand:In many companies like levy, denim jeans company the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image. Direct Marketing Direct marketing is business of selling company product directly to customers through mail order, telephone, fax, e-mails, or web selling, rather than through retailers. Objective: There are mostly to objective for which direct marketing is carried out these are as follow: Convert not user to user. It is mostly done to obtain new client. The identification of new potential clients is very crucial when it comes to recruit new prospects and transformed them into your clients. The perpetual loyalty of customers. A loyal consumer cost less than new customers. Strategy: Various jeans industry like denim, Levi Strauss Co involved in direct marketing to get more market share. These companies sent a mail-order catalog to approximately prospective customers. 100-page catalog, developed in-house, targets both men and women and also contains 10 pages devoted to home products. There are various tools for direct marketing these are as :Direct response television marketing. Besides these jeans producing company also used various methods to promote their product. One method that Levis has recently taken is Path Breaking Strategy. Path breaking strategy by Levis: This strategy is mostly for those jeans whose cost above Rs.1400. We know a lot of thing about EMIs for house, car and other kind of white goods. But these EMIs is first time adopted by Levis for jeans.This idea has been conceptualized by Levis. Downturn market, cost cutting everywhere and empty pockets is the present situation; and here to curb all these hindrances, Levis is now, for the first time ever offering EMI facilities on its apparel wear in India. Simply shop for more than Rs. 1500 and you can avail this offer. This amount will be set off through your credit card in three equal installments. They have also tied up with ICICI Bank for the credit card settlement. There are certain objectives behind this strategy that are as follow: To increase the sales of premium jeans wear category that is worth more than Rs. 4000 per denim. To ensure sales throughout the year irrespective of seasonality:How will this objective be achieved: Indian market for apparels is highly driven by seasonality (maximum purchase happens during the festive season across India). Hence, there is excessive cash with these apparel brands during festivals like Diwali and Durga Puja. At the same time, there is a cash crunch during off seasons. Also, a huge percentage of service class people buy products during the first half of the month when they receive their salary, due to which sales at the end of the month decline. This further deepens the problem of cash crunch or rather working capital crunch, during off season and second half of the month. Working capital as we know is the key to success in any business, especially in sectors like FMCG, hospitality and lifestyle (which include apparels). This strategy may be to ensure a steady cash flow throughout the year, so that the problem of healthy working capital can be ensured. To ensure better conversion ratio:How will this objective be achieved: Two types of customers have been identified by the apparel brands which are tough nuts to crack. First being those for whom purchase of jeans and other apparels depends on impulse. By providing EMI on jeans, Levis will ensure that there is an added reason by which these impulses can be generated by the company rather than waiting for the consumers to activate and act upon their impulse. The second set of customers is not customers per se but is termed as window shoppers. Even for this set of customers, Levis (through EMI) will make its jeans more lucrative and at the same time will not be a big cut on their pockets. Media Planning: Various brand like Levis, Lee, Denim used mostly print, broadcast and online media to deliver their massage. For example Lee jeans in 2005 launch a print campaign around a theme that has been bugging consumers ever since jeans were invented, Have you found your perfect fit? The effort is interactive in that print ads come with a perforated card showing women wearing five styles of jeans, which consumers can take to the store; customized POP signage lines up with the card to guide women to the style they want. The campaign expands a previous One True Fit TV campaign, which targeted women ages 25-35. Lee turned to print instead of TV this season to capture the attention of more women. Print ran in monthly fashion and beauty publications as well as weeklies such as People and Star. Ads also will appear in non-traditional fashion venues as Parenting and home-decor publication Domino. Similarly Levis used television as media to promote their product, in their TV ads, they use no dialogue and heavily reliant on music, backed by a blanket media strategy designed to saturate the target 16- to 24-year-old market. Levis also used various print media like newspaper, magazine, core fashion and lifestyle publication to deliver their massage. The TV commercial of Levis is not varying more than 20 second. So after study various articles, I found that most of jeans producing company used following media, agency and media idea. Media used:TV, press, outdoor, sponsorship, online Agencies:Bartle Bogle Hegarty, Starcom Motive, Poster Publicity, Media idea:Hit the target audience of 16- to 24-year-olds Measuring andEvaluate the Planning process: Reason for measuring IMC performance: There are various reason, due to which it became more necessary to measure performance of IMC. These reasons are as follow: Since a lot of money is required for advertisement and promotion and other marketing activity. So it became necessary to evaluate whether such invest generate any return or not. After measuring the performance it became able to understand where I am. So it help in choosing the most effective alternative. We carried out IMC performance evaluation to eliminate unproductive strategy. It also helps in estimating whether objectives are achieved or not.

Essay on Teams in the 21st Century - 882 Words

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The Vampire Diaries Dark Reunion Chapter Eleven Free Essays

string(45) " black walnut trees in the back of the yard\." The car skidded in behind one of the police cars that was parked crookedly in the street. There were lights everywhere, lights flashing blue and red and amber, lights blazing from the Bennett house. â€Å"Stay here,† Matt snapped, and he plunged outside, following Stefan. We will write a custom essay sample on The Vampire Diaries: Dark Reunion Chapter Eleven or any similar topic only for you Order Now â€Å"No!† Bonnie’s head jerked up; she wanted to grab him and drag him back. The dizzy nausea she’d felt ever since Tyler had mentioned Vickie was overwhelming her. It was too late; she’d known in the first instant that it was too late. Matt was only going to get himself killed too. â€Å"You stay, Bonnie-keep the doors locked. I’ll go after them.† That was Meredith. â€Å"No! I’m sick of having everybody tell me to stay!† Bonnie cried, struggling with the seat belt, finally getting it unlocked. She was still crying, but she could see well enough to get out of the car and start toward Vickie’s house. She heard Meredith right behind her. The activity all seemed concentrated at the front: people shouting, a woman screaming, the crackling voices of police radios. Bonnie and Meredith headed straight for the back, for Vickie’s window. What is wrong with this picture? Bonnie thought wildly as they approached. The wrongness of what she was looking at was undeniable, yet hard to put a finger on. Vickie’s window was open-but it couldn’t be open; the middle pane of a bay window never opens, Bonnie thought. But then how could the curtains be fluttering out like shirttails? Not open, broken. Glass was all over the gravel pathway, grinding underfoot. There were shards like grinning teeth left in the bare frame. Vickie’s house had been broken into. â€Å"She asked him in,† Bonnie cried in agonized fury. â€Å"Why did she do that? Why?† â€Å"Stay here,† Meredith said, trying to moisten dry lips. â€Å"Stop telling me that. I can take it, Meredith. I’m mad, that’s all. I hate him.† She gripped Meredith’s arm and went forward. The gaping hole got closer and closer. The curtains rippled. There was enough space between them to see inside. At the last moment, Meredith pushed Bonnie away and looked through first herself. It didn’t matter. Bonnie’s psychic senses were awake and already telling her about this place. It was like the crater left in the ground after a meteor has hit and exploded, or like the charred skeleton of a forest after a wildfire. Power and violence were still thrumming in the air, but the main event was over. This place had been violated. Meredith spun away from the window, doubling over, retching. Clenching her fists so that the nails bit into her palms, Bonnie leaned forward and looked in. The smell was what struck her first. A wet smell, meaty and coppery. She could almost taste it, and it tasted like an accidentally bitten tongue. The stereo was playing something she couldn’t hear over the screaming out front and the drumming-surf sound in her own ears. Her eyes, adjusting from the darkness outside, could see only red. Just red. The record player clicked and the stylus swung back to the beginning. With a shock, Bonnie recognized the song as it started over. It was â€Å"Goodnight Sweetheart.† â€Å"You monster,† Bonnie gasped. Pain shot through her stomach. Her hand gripped the window frame, tighter, tighter. â€Å"You monster, I hate you! I hate you!† Meredith heard and straightened up, turning. She shakily pushed back her hair and managed a few deep breaths, trying to look as if she could cope. â€Å"You’re cutting your hand,† she said. â€Å"Here, let me see it.† Bonnie hadn’t even realized she was gripping broken glass. She let Meredith take the hand, but instead of letting her examine it, she turned it over and clasped Meredith’s own cold hand tightly. Meredith looked terrible: dark eyes glazed, lips blue-white and shaking. But Meredith was still trying to take care of her, still trying to keep it together. â€Å"Go on,† she said, looking at her friend intently. â€Å"Cry, Meredith. Scream if you want to. But get it out somehow. You don’t have to be cool now and keep it all inside. You have every right to lose it today.† For a moment Meredith just stood there, trembling, but then she shook her head with a ghastly attempt at a smile. â€Å"I can’t. I’m just not made that way. Come on, let me look at the hand.† Bonnie might have argued, but just then Matt came around the corner. He started violently to see the girls standing there. â€Å"What are you doing-?† he began. Then he saw the window. â€Å"She’s dead,† Meredith said flatly. â€Å"I know.† Matt looked like a bad photograph of himself, an overexposed one. â€Å"They told me up front. They’re bringing out†¦Ã¢â‚¬  He stopped. â€Å"We blew it. Even after we promised her†¦Ã¢â‚¬  Meredith stopped too. There was nothing more to say. â€Å"But the police will have to believe us now,† Bonnie said, looking at Matt, then Meredith, finding one thing to be grateful for. â€Å"They’ll have to.† â€Å"No,† Matt said, â€Å"they won’t, Bonnie. Because they’re saying it’s a suicide.† â€Å"A suicide?. Have they seen that room? They call that a suicide?† Bonnie cried, her voice rising. â€Å"Oh, my God,† Meredith said, turning away. â€Å"They think maybe she was feeling guilty for having killed Sue.† â€Å"Somebody broke into this house,† Bonnie said fiercely. â€Å"They’ve got to admit that!† â€Å"No.† Meredith’s voice was soft, as if she were very tired. â€Å"Look at the window here. The glass is all outside. Somebody from the inside broke it.† And that’s the rest of what’s wrong with the picture, Bonnie thought. â€Å"He probably did, getting out,† Matt said. They looked at each other silently, in defeat. â€Å"Where’s Stefan?† Meredith asked Matt quietly. â€Å"Is he out front where everyone can see him?† â€Å"No, once we found out she was dead he headed back this way. I was coming to look for him. He must be around somewhere†¦Ã¢â‚¬  â€Å"Sh!† said Bonnie. The shouting from the front had stopped. So had the woman’s screaming. In the relative stillness they could hear a faint voice from beyond the black walnut trees in the back of the yard. You read "The Vampire Diaries: Dark Reunion Chapter Eleven" in category "Essay examples" â€Å"-while you were supposed to be watching her!† The tone made Bonnie’s skin break out in gooseflesh. â€Å"That’s him!† Matt said. â€Å"And he’s with Damon. Come on!† Once they were among the trees Bonnie could hear Stefan’s voice clearly. The two brothers were facing each other in the moonlight. â€Å"I trusted you, Damon. I trusted you!† Stefan was saying. Bonnie had never seen him so angry, not even with Tyler in the graveyard. But it was more than anger. â€Å"And you just let it happen,† Stefan went on, without glancing at Bonnie and the others as they appeared, without giving Damon a chance to reply. â€Å"Why didn’t you do something? If you were too much of a coward to fight him, you could at least have called for me. But you just stood there!† Damon’s face was hard, closed. His black eyes glittered, and there was nothing lazy or casual about his posture now. He looked as unbending and brittle as a pane of glass. He opened his mouth, but Stefan interrupted. â€Å"It’s my own fault. I should have known better. I did know better. They all knew, they warned me, but I wouldn’t listen.† â€Å"Oh, did they?† Damon snapped a glance toward Bonnie on the sidelines. A chill went through her. â€Å"Stefan, wait,† Matt said. â€Å"I think-â€Å" â€Å"I should have listened!† Stefan was raging on. He didn’t even seem to hear Matt. â€Å"I should have stayed with her myself. I promised her she would be safe-and I lied! She died thinking I betrayed her.† Bonnie could see it in his face now, the guilt eating into him like acid. â€Å"If I had stayed here-â€Å" â€Å"And that would have been better!† Stefan cried. His chest was heaving. â€Å"I would rather have died with her than stood by and watched it! What happened, Damon?† He had gotten hold of himself now, and he was calm, too calm; his green eyes were burning feverishly in his pale face, his voice vicious, poisonous, as he spoke. â€Å"Were you too busy chasing some other girl through the bushes? Or just too uninterested to interfere?† Damon said nothing. He was just as pale as his brother, every muscle tense and rigid. Waves of black fury were rising from him as he watched Stefan. â€Å"Or maybe you enjoyed it,† Stefan was continuing, moving another half step forward so that he was right in Damon’s face. â€Å"Yes, that was probably it; you liked it, being with another killer. Was it good, Damon? Did he let you watch?† Damon’s fist jerked back and he hit Stefan. It happened too fast for Bonnie’s eye to follow. Stefan fell backward onto the soft ground, long legs sprawling. Meredith cried out something, and Matt jumped in front of Damon. Brave, Bonnie thought dazedly, but stupid. The air was crackling with electricity. Stefan raised a hand to his mouth and found blood, black in the moonlight. Bonnie lurched over to his side and grabbed his arm. Damon was coming after him again. Matt fell back before him, but not all the way. He dropped to his knees beside Stefan, sitting on his heels, one hand upraised. â€Å"Enough, you guys! Enough, all right?† he shouted. Stefan was trying to get up. Bonnie held on to his arm more firmly. â€Å"No! Stefan, don’t! Don’t!† she begged. Meredith grabbed his other arm. â€Å"Damon, leave it alone! Just leave it!† Matt was saying sharply. We’re all crazy, getting in the middle of this, Bonnie thought. Trying to break up a fight between two angry vampires. They’re going to kill us just to shut us up. Damon’s going to swat Matt like a fly. But Damon had stopped, with Matt blocking his way. For a long moment the scene remained frozen, nobody moving, everybody rigid with strain. Then, slowly, Damon’s stance relaxed. His hands lowered and unclenched. He drew a slow breath. Bonnie realized she’d been holding her own breath, and she let it out. Damon’s face was cold as a statue carved in ice. â€Å"All right, have it your way,† he said, and his voice was cold too. â€Å"But I’m through here. I’m leaving. And this time, brother, if you follow me, I’ll kill you. Promise or no promise.† Damon hitched up his jacket, straightening it. With a glance at Bonnie that scarcely seemed to see her, he turned to go. Then he turned back and spoke clearly and precisely, each word an arrow aimed at Stefan. â€Å"I warned you,† he said. â€Å"About what I am, and about which side would win. You should have listened to me, little brother. Maybe you’ll learn something from tonight.† â€Å"I’ve learned what trusting you is worth,† Stefan said. â€Å"Get out of here, Damon. I never want to see you again.† Without another word, Damon turned and walked away into the darkness. Bonnie let go of Stefan’s arm and put her head in her hands. Stefan got up, shaking himself like a cat that had been held against its will. He walked a little distance from the others, his face averted from them. Then he simply stood there. The rage seemed to have left him as quickly as it had come. What do we say now? Bonnie wondered, looking up. What can we say? Stefan was right about one thing: they had warned him about Damon and he hadn’t listened. He’d truly seemed to believe that his brother could be trusted. And then they’d all gotten careless, relying on Damon because it was easy and because they needed the help. No one had argued against letting Damon watch Vickie tonight. They were all to blame. But it was Stefan who would tear himself apart with guilt over this. She knew that was behind his out-of-control fury at Damon: his own shame and remorse. She wondered if Damon knew that, or cared. And she wondered what had really happened tonight. Now that Damon had left, they would probably never know. No matter what, she thought, it was better he was gone. Outside noises were reasserting themselves: cars being started in the street, the short burst of a siren, doors slamming. They were safe in the little grove of trees for the moment, but they couldn’t stay here. Meredith had one hand pressed to her forehead, her eyes shut. Bonnie looked from her to Stefan, to the lights of Vickie’s silent home beyond the trees. A wave of sheer exhaustion passed through her body. All the adrenaline that had been supporting her throughout this evening seemed to have drained away. She didn’t even feel angry anymore at Vickie’s death; only depressed and sick and very, very tired. She wished she could crawl into her bed at home and. pull the blankets over her head. â€Å"Tyler,† she said aloud. And when they all turned to look at her, she said, â€Å"We left him in the ruined church. And he’s our last hope now. We’ve got to make him help us.† That roused everyone. Stefan turned around silently, not speaking and not meeting anyone’s eyes as he followed them back to the street. The police cars and ambulance were gone, and they drove to the cemetery without incident. â€Å"We left his feet untied,† Matt said heavily, with a grimace of self-disgust. â€Å"He must have walked away since his car’s still down there.† Or he could have been taken, Bonnie thought. There was no mark on the stone floor to show which. Meredith went to the knee-high wall and sat down, one hand pinching the bridge of her nose. Bonnie sagged against the belfry. They’d failed completely. That was the long and short of it tonight. They’d lost and he had won. Everything they’d done today had ended in defeat. And Stefan, she could tell, was taking the whole responsibility on his own shoulders. She glanced at the dark, bowed head in the front seat as they drove back to the boarding house. Another thought occurred to her, one that sent thrills of alarm down her nerves. Stefan was all they had to protect them now that Damon was gone. And if Stefan himself was weak and exhausted†¦ Bonnie bit her lip as Meredith pulled up to the barn. An idea was forming in her mind. It made her uneasy, even frightened, but another look at Stefan put steel in her resolve. The Ferrari was still parked behind the barn-apparently Damon had abandoned it. Bonnie wondered how he planned to get about the countryside, and then thought of wings. Velvety soft, strong black crow’s wings that reflected rainbows in their feathers. Damon didn’t need a car. They went into the boarding house just long enough for Bonnie to call her parents and say she was spending the night at Meredith’s. This was her idea. But after Stefan had climbed the stairs to his attic room, Bonnie stopped Matt on the front porch. â€Å"Matt? Can I ask you a favor?† He swung around, blue eyes widening. â€Å"That’s a loaded phrase. Every time Elena said those particular words†¦Ã¢â‚¬  â€Å"No, no, this is nothing terrible. I just want you to take care of Meredith, see she’s okay once she gets home and all.† She gestured toward the other girl, who was already walking toward the car. â€Å"But you’re coming with us.† Bonnie glanced at the stairs through the open door. â€Å"No. I think I’ll stay a few minutes. Stefan can drive me home. I just want to talk to him about something.† Matt looked bewildered. â€Å"Talk to him about what?† â€Å"Just something. I can’t explain now. Will you, Matt?† â€Å"But†¦ oh, all right. I’m too tired to care. Do what you want. I’ll see you tomorrow.† He walked off, seeming baffled and a little angry. The bulb in the attic ceiling lamp was missing, and Stefan had lighted a candle. He was lying haphazardly on the bed, one leg off and one leg on, his eyes shut. Maybe asleep. Bonnie tiptoed up and fortified herself with a deep breath. â€Å"Stefan?† His eyes opened. â€Å"I thought you’d left.† â€Å"They did. I didn’t.† God, he’s pale, thought Bonnie. Impulsively, she plunged right in. â€Å"Stefan, I’ve been thinking. With Damon gone, you’re the only thing between us and the killer. That means you’ve got to be strong, as strong as you can be. And, well, it occurred to me that maybe†¦ you know†¦ you might need†¦Ã¢â‚¬  Her voice faltered. Unconsciously she’d begun fiddling with the wad of tissues forming a makeshift bandage on her palm. It was still bleeding sluggishly from where she’d cut it on the glass. His gaze followed hers down to it. Then his eyes lifted quickly to her face, reading the confirmation there. There was a long moment of silence. Then he shook his head. â€Å"But why? Stefan, I don’t want to get personal, but frankly you don’t look so good. You’re not going to be much help to anybody if you collapse on us. And†¦ I don’t mind, if you only take a little. I mean, I’m never going to miss it, right? And it can’t hurt all that much. And†¦Ã¢â‚¬  Once again her voice trailed off. He was just looking at her, which was very disconcerting. â€Å"Well, why not?† she demanded, feeling slightly let down. â€Å"Because,† he said softly, â€Å"I made a promise. Maybe not in so many words, but -a promise just the same. I won’t take human blood as food, because that means using a person, like livestock. And I won’t exchange it with anyone, because that means love, and-† This time he was the one who couldn’t finish. But Bonnie understood. â€Å"There won’t ever be anyone else, will there?† she said. â€Å"No. Not for me.† Stefan was so tired that his control was slipping and Bonnie could see behind the mask. And again she saw that pain and need, so great that she had to look away from him. A strange little chill of premonition and dismay trickled through her heart. Before, she had wondered if Matt would ever get over Elena, and he had, it seemed. But Stefan- Stefan, she realized, the chill deepening, was different. No matter how much time passed, no matter what he did, he would never truly heal. Without Elena he would always be half himself, only half alive. She’d come up here to give Stefan a gift that he didn’t want. But there was something else he did want, she realized, and only she had the power to give it to him. Without looking at him, her voice husky, she said, â€Å"Would you like to see Elena?† Dead silence from the bed. Bonnie sat, watching the shadows in the room sway and flicker. At last, she chanced a look at him out of the corner of her eye. He was breathing hard, eyes shut, body taut as a bowstring. Trying, Bonnie diagnosed, to work up the strength to resist temptation. And losing. Bonnie saw that. Elena always had been too much for him. When his eyes met hers again, they were grim, and his mouth was a tight line. His skin wasn’t pale anymore but flushed with color. His body was still trembling-taut and keyed up with anticipation. â€Å"You might get hurt, Bonnie.† â€Å"I know.† â€Å"You’d be opening yourself up to forces beyond your control. I can’t guarantee that I can protect you from them.† â€Å"I know. How do you want to do it?† Fiercely, he took her hand. â€Å"Thank you, Bonnie,† he whispered. She felt the blood rise to her face. â€Å"That’s all right,† she said. Good grief, he was gorgeous. Those eyes†¦ in a minute she was either going to jump him or melt into a puddle on his bed. With a pleasurably agonizing feeling of virtue she removed her hand from his and turned to the candle. â€Å"How about if I go into a trance and try to reach her, and then, once I make contact, try to find you and draw you in? Do you think that would work?† â€Å"It might, if I’m reaching for you too,† he said, withdrawing that intensity from her and focusing it on the candle. â€Å"I can touch your mind†¦ when you’re ready, I’ll feel it.† â€Å"Right.† The candle was white, its wax sides smooth and shining. The flame drew itself up and then fell back. Bonnie stared until she became lost in it, until the rest of the room blacked out around her. There was only the flame, herself and the flame. She was going into the flame. Unbearable brightness surrounded her. Then she passed through it into the dark. The funeral home was cold. Bonnie glanced around uneasily, wondering how she had gotten here, trying to gather her thoughts. She was all alone, and for some reason that bothered her. Wasn’t somebody else supposed to be here too? She was looking for someone. Step by step, as if something were pulling her, Bonnie approached the casket. She didn’t want to look in. She had to. There was something in that coffin waiting for her. The whole room was suffused with the soft white light of the candles. It was like floating in an island of radiance. But she didn’t want to look†¦ Moving as if in slow motion, she reached the coffin, stared at the white satin lining inside. It was empty. Bonnie closed it and leaned against it, sighing. Then she caught motion in her peripheral vision and whirled. It was Elena. â€Å"Oh, God, you scared me,† Bonnie said. â€Å"I thought I told you not to come here,† Elena answered. This time her hair was loose, flowing over her shoulders and down her back, the pale golden white of a flame. She was wearing a thin white dress that glowed softly in the candlelight. She looked like a candle herself, luminous, radiant. Her feet were bare. â€Å"I came here to†¦Ã¢â‚¬  Bonnie floundered, some concept teasing around the edges of her mind. This was her dream, her trance. She had to remember. â€Å"I came here to let you see Stefan,† she said. Elena’s eyes widened, her lips parting. Bonnie recognized the look of yearning, of almost irresistible longing. Not fifteen minutes ago she’d seen it on Stefan’s face. â€Å"Oh,† Elena whispered. She swallowed, her eyes clouding. â€Å"Oh, Bonnie†¦ but I can’t.† â€Å"Why not?† Tears were shining in Elena’s eyes now, and her lips were trembling. â€Å"What if things start to change? What if he comes, and†¦Ã¢â‚¬  She put a hand to her mouth and Bonnie remembered the last dream, with teeth falling like rain. Bonnie met Elena’s eyes with understanding horror. â€Å"Don’t you see? I couldn’t stand it if something like that happened,† Elena whispered. â€Å"If he saw me like that†¦ And I can’t control things here; I’m not strong enough. Bonnie, please don’t let him through. Tell him how sorry I am. Tell him-† She shut her eyes, tears spilling. â€Å"Stefan, no! Elena says-† It didn’t matter. His mind was stronger than hers, and the instant she’d made contact he had taken over. He’d sensed the gist of her conversation with Elena, but he wasn’t going to take no for an answer. Helplessly, Bonnie felt herself being overridden, felt his mind come closer, closer to the circle of light formed by the candelabras. She felt his presence there, felt it taking shape. She turned and saw him, dark hair, tense face, green eyes fierce as a falcon’s. And then, knowing there was nothing more she could do, she stepped back to allow them to be alone. How to cite The Vampire Diaries: Dark Reunion Chapter Eleven, Essay examples

Factory Farming free essay sample

Many people might not be aware of what really happens in factory farms, or if they do, they tend to turn a blind eye towards it. Our society has a fairytale image of how factory farm animals live: Cows grazing the luscious green fields, hens nesting in a warm, spacious barn, and pigs rolling around in mud enjoying the sunny day. This vision of farm life is far from reality, especially today with demand for cheap, delicious meat rising. Today, billions of animals are born, confined, biologically manipulated, transported, and slaughtered for human consumption. The majority of farm animals are not enjoying the ideal farm life, but instead, they are living in factory farms, also known as confined animals feeding operations (CAFOs) or intensive live-stock operations (ILOs) (Williams, Nancy). The purpose of factory farming is to produce some of the lowest prices in the world for meat, eggs, and dairy products, but is it really worth the cost? Not only is animal welfare at risk, but so is the environment and human health. Factory Farming should be banned in the United States, or even better, worldwide. Today we live in a society where animals are held at higher respect than they were ever before. Dogs have become known as a â€Å"man’s best friend† and cats are just as welcome on your couch as your family is. It is considered morally wrong to abuse any animal to the extent that we have laws protecting the welfare of animals. However, the live-stock in factory farms do not live comfortable lives. Probably the only good thing about living in a factory farm is that the animals do not live very long. Astonishingly, farmed animals are specifically excluded from the Federal Animal Welfare Act and also from most state anti-cruelty laws. In one case, during a Farm Sanctuary investigation of the ISE egg factory in early 2000 in the town of Broadway, New Jersey, two live hens were found deliberately dumped in a trash can full of dead birds (Bauston, Gene). In result of this, the ISE was charged with cruelty to animals and taken to court, but the judge ruled that the company was not guilty of animal cruelty (Bauston, Gene). To make matters worse, the ISE’s lawyer made a point that it was legally acceptable to discard live birds in the garbage and treat them as if they were manure (Bauston, Gene)! What exactly makes your household pet much different from that innocent pig suffering in a factory? Realistically speaking, it is human nature to consume meat; we humans must eat meat to be exceptionally healthy, but there are indeed better ways of doing it. In egg factories, hens are forced to live in battery cages, confined to about seven or eight to a cage, not leaving them enough room to turn around or spread their wings (Williams, Nancy). Not to mention, the egg industry confines about 300 million hens in a battery cage facility at any given time (Wenz, Peter). The battery cages used to house these hens already sound brutal, but to make matter worse, those hens are immobilized by their battery cages; their wings, legs, feet, and necks caught in the wires (Wenz, Peter). If you think hens have it bad, imagine what else might be happening to these animals. The pigs there spend most of their lives confined in narrow crates that enable most movement; the hard, slatted floors and the lack of exercise causes their feet and legs to cripple, and joint disorders; the constant rubbing up against the bars of their crates give them open sores, vulnerable to infection (Bauston, Gene). Calves are forced to live in two feet wide crates and chained to the neck, disabling most movement which prevents exercise and limits muscle development, which keeps the calves’ meat tender (Bauston, Gene). This treatment of farm animals is not only inhumane, but hypocritical considering that we live in an animal-loving society. Aside from animal abuse, factory farming also causes devastating effects on health. These health risks concern humans as well as animals. Approximately two-thirds of the 1,400 known pathogens to scientists are thought to have originated in animals (Sayre, Laura). The most common illnesses known to humans have actually came from the same animals we eat or have eaten in the past: tuberculosis and the common cold are thought to come to us from cattle, pertussis from pigs or sheep, leprosy from water buffalo, and influenza from ducks (Sayre, Laura). You may ask, â€Å"Well how does this have a connection with factory farming? † The connection is actually quite simple. Factory farms are breeding grounds for virulent disease, which spreads to the community through the food we eat, the water we drink, the air we breathe, and even the people who work at these â€Å"farms† by coming in contact with them and their families (Sayre, Laura). The unsanitary and stressful conditions in factory farms are passing new diseases onto humans faster than ever before. Many of us have heard the term â€Å"you are what you eat†. Factory farms have shed a new light on this term. Ever wonder what the food you eat actually ate while it was still alive? It might make one sick to their stomach when they realize what the FDA (The Food and Drug Administration) allows the factory farms to feed the animals we eventually eat. The FDA allows cattle blood, brains, spinal cords of cattle not older than 30 months of age, restaurant waste, and used poultry litter to serve as protein for factory animals (Pluhar, Evelyn). These factories are allowed to feed cattle other cattle, which can be forced cannibalism. Not only is feeding cattle spinal cords of other cattle morally wrong, but it is also dangerous because it is risking the spreading of mad cow disease. The FDA justifies this by noting that cattle 30 months old or younger are less likely to harbor mad cow disease, but it is possible for younger cows to still be infected, and it is possible for the disease to be spread through what is still allowed (by the FDA) in cattle feed (Pluhar, Evelyn). Now, consider the psychological strains factory farming might cause. Our society has determined that animals have feelings as well as humans –assuming this based on the federal and city laws that exist protecting animal rights. Animals are being chained, confined, neglected, and brutalized in industrialized factory farms; if this was happening to one of our dogs or cats the society would literally go ballistic. These imprisoned animals experience a wide range of psychological disorders as a result of their horrible living conditions (Bauston, Gene). Surprisingly, the animals are not the only ones who suffer psychologically. According to slaughterhouse expert Temple Grandin, it’s not unusual for the employees to become sadistic, literally being brutalized by what they must do hourly and daily (Pluhar, Gene). The unhealthy, dirty, and depressing environment the employees work in must affect them greatly, eventually affecting not only their work environment but also their personal life. After soaking in all of this depressing information about factory farm life, on might wonder what it would be like without it. Eliminating factory farms would greatly benefit the environment, the life of farm animals, and the people. Many people do not realize that amount of greenhouse gases that factory farms put into the air they breathe. Astonishingly, the FAO (Food and Agriculture Organization) documents that the livestock industry contributes to these emissions- a full 20% of the total- than all of transportation (Pluhar, Evelyn). Ridding of factory farms would eliminate a substantial about of greenhouse gases that pollute our atmosphere. Instead of factory farming, there are much better ways of producing our country’s need for meat and dairy products. Smaller, more numerous family farms that practice substantial agriculture and humanely raise the animals they market for food would impose much less of a burden on the environment (Pluhar, Evelyn). Not only would these changes benefit our environment, but also our health. Animals raised in less stressful conditions would shed fewer pathogens; they would not be pumped with hormones and unnecessary doses of antibiotics; their feed would not be contaminated with cattle parts and poultry litter (Pluhar, Evelyn). Although, animals will still be getting slaughtered and eaten, but family farms with cleaner, more humane conditions would provide a better live for the animals, and they would suffer much less. Factory farm animals live brutal, painful lives. The suffering of these animals is unnecessary and inhumane, and not to mention, a hypocritical act of our animal-loving society. Factory farming is also harmful to the people that live in this country, affected by the illnesses and pollution is passes. Everyone, humans and animals included, would live healthier lives without the harmful effects of farming factories. Our society needs to come together and rethink the way we treat animals because it eventually comes back to â€Å"bite our butts†.

Effects On Economy1850 To 1914 Essays - International Trade

Effects On Economy:1850 To 1914 Effects on Trends in Trade Policy from 1850-1914 The modernizing world of 1850-1870 belonged to an age of remarkable growth in international trade, stimulating the largest free market the world had ever seen. Yet by 1914, only 30 years later, the trend towards liberal trade policies had mostly ended, replaced by a revival of the protectionist system. A study of the variation in trade policies over time shows a remarkable growth in the power of interest groups to influence the institutional rules and regulations concerning international economic intercourse. The initial major trend can be partly attributed ternational conditions, whereas later trends are more attributable to the relative strength of the interest groups within individual nations and their ability to influence institutional policies. It is, however, necessary to always consider the impact of the international economic situation on the interest groups, as changes in the international arena often played a significant role in determining which interest groups held power at any given time. A convenient starting point for looking at trends in international commerce policy is Great Britain. Prior to the British initiative towards free trade, there were two main barriers to trade, natural and artificial1. Natural barriers were the long distances to be transversed and the high cost of shipping materials. Artificial barriers included tariffs and at times direct prohibitions on the import of certain goods. As the century progressed both barriers fell drastically due to remarkable advances in technology and through the international leadership of Great Britain. This lasted until the 1870s initiated the return to protectionism. Britain, as the first serious pundit for free trade, led the initial trade liberalization movement for several reasons. First, the philosophical roots which planted the argument in favor of free trade came to fruition with the publication by Adam Smith of The Wealth of Nations. This work was quickly expanded upon by David Ricardo who postulated the concepts of absolute and comparative advantage, and who showed that every nation involved in trade benefited. The first group of influential people to accept and use these arguments thus arose in Britain in the form of the international merchants and industrialists. Britain in 1832 expanded the franchise to the urban upper middle class, of whose numbers merchants and industrialists constituted a significant amount. Thus at the same time the merchants were beginning to advocate a liberalization of Britain's trade policy, they were also becoming empowered to influence the parliamentary rules. Younger politicians intent on simplifying the government architecture gained power as a result, including Robert Peel and William Huskisson. The greatest barrier to free trade in Great Britain in the 1840s were the Corn Laws. The Corn Laws principally benefited the landed aristocracy, the strongest group traditionally represented in Parliament. Thus the landed aristocracy can and should be viewed as an institution as well as a separate interest group, given their hegemony over policy within the nation for several centuries. The rise of the merchant classes and the enfranchisement thereof provided the catalyst necessary to promote a sweeping change of the traditional policies. In Britain this political turmoil led to a trend towards free trade and a demand for the repeal of the Corn Laws by the industrialists and merchants. Richard Cobden, an industrialist, formed the Anti-Corn Law League2 in 1839 which created one of the first large scale campaigns to influence public opinion. The Whig party saw the merchants as a way to gain more control in Parliament, but failed to win the election in 1841. Tory Sir Robert Peel was elected prime minister, already intent on making extensive changes in the fiscal system. The Anti-Corn Law League achieved triumph in 1846, not due to their extensive propaganda, but thanks to the Irish potato famine. Faced with mass starvation Peel decided to introduce a bill which would permit the duty free import of grain within a few years. In some sense it can be argued that without the Irish famine the era of free trade would have come substantially later if at all. As an international event it propelled Great Britain down the path of free trade, and it is significant that the Whigs, which became the party of the industrialists and merchants, were unable to attain the repeal of the Corn Laws without a significant catastrophe to aid them. In the aftermath of the potato famine, the Whigs gained power and eventually replaced the vast majority of the tariffs with an income tax, making Britain essentially free trade. The interplay of events leading Britain towards free

Describe the work and organisation of the people working at Bletchley Park Essay Example

Describe the work and organisation of the people working at Bletchley Park Essay Example Describe the work and organisation of the people working at Bletchley Park Essay Describe the work and organisation of the people working at Bletchley Park Essay Throughout WWII determining the combat plans of the enemy proved to be imperative. Britain was finding the war very difficult in the first two years and the ability to foretell when and where hits were going to take place was crucial. The main institution that mastered this vital war technique was Bletchley Park. This was a large Mansion into which the government moved its Govt Code and Cipher School. The main thing that Bletchley Park, under the dummy name of Captain Ridleys Shooting Party was aiming to achieve was to be able to crack the codes that the Germans used to broadcast their war plans between each other. The main code being used by the Germans was called the Enigma code, it was very important that they crack this code as the war was not going well for the Allies in 1939. The Germans were prevailing in most of Europe and Britain had been saved by the Royal Air Force who won the Battle of Britain. In response to this Hitler launched the Blitz which involved night time saturation bombing (or raids) of large inner city areas which was theoretically to cripple industrial productivity and lower morale. This was supposed to make Britons more desperate for peace. The code cracking began in that year. There had been attempts to crack the codes by the Polish but were not secret enough about it and so the Germans just kept changing their codes more regularly. There was a wide array of people with different skills working at Bletchley Park. Most of the employees were maths orientated minds, chosen from top universities, particularly from Oxford and Cambridge. There were many different departments e.g. one for army codes and one for naval codes and each department had its own hut somewhere on the premises. Source D is a description of the work in hut 3 it says Material came in from hut 6They had to translate them into English This shows just how departmentalised the establishment was and how each hut was crucial to the operation. The workers were sworn to absolute secrecy and were simply told that what they were doing was extremely important for their country. The confidentiality was even mentioned and praised by Sir Winston Churchill who said that Bletchley Park was The goose that laid the golden egg and never cackled An example of this concealment is found in source A. I hadnt a clue what was going on in the rest of the park and nobody else had a clue what we were doing, except the real high-ups. This source suggests that although each hut knew exactly what they were doing for their department but did not know what happened in other huts and how their work fitted into the jigsaw of Bletchley Parks code breaking. The high-ups that the source mentions perhaps include Alan Turing, Max Newman, Tommy Flowers and Heath Robinson all of whom had great influences on the building of the Colossus computer and the cracking of the Enigma and Lorenz ciphers. The reason the government chose their code breakers so carefully was because the task at hand was extremely difficult. The chances of breaking the codes were very slim, a massive 150,000,000,000,000,000,000 to 1. To help them to even start breaking the codes the intelligent scholar-turned-code breakers built the worlds first computer, Colossus. This proved vital for cracking both the main enigma code and also the Lorenz cipher, used by higher up ranks such as the generals and even Hitler himself. The workers monitored every message whi ch was sent from listening stations and passed them on to Bletchley Park for these workers to attempt to interpret. The actual work at Bletchley Park involved was quite complicated however because of the wide range of workers, each person would be doing the same thing over and over, for this reason the job was often very boring. The hours were also long considering the boring and yet difficult work such as writing down ninety letters a minute which had to be understood from Morse code. Source H shows the confined space in which the many people would have to carry out their monotonous tasks for many long hours. The job was also often very mystifying as most people did not have clearance to fully understand the degree of importance of the job; this made many people unhappy because as far as they were concerned they could have been doing the tedious job for nothing. Source B suggests this. It is a woman who worked there, upon arriving she said that Most people thoughtthat nothing would happen and we would all go back to London. This shows the lack of understanding, on the workers part, of the scale of the operation. After reviewing the evidence from the sources and working from my own knowledge and deduction I think it was vital to crack the German codes with the best intelligence there was and to keep the fact that they were being broken a secret, however, I think that the hours of tedium were at times unnecessary.

Public Management Essay Example | Topics and Well Written Essays - 2000 words

Public Management - Essay Example But in recent time, the emphasis on New Public Management/ Public sector management approaches has forced public organizations to pay closer attention to their services delivery as con summers have begun to expect and demand more for their tax dollars". In this instance, no consumer of public goods and services are content with grumbling about poorly- produced goods and services and the under-qualified, untrained employees who render these services to them. Hence, as societies become more critical and litigious, public service organizations must seek all possible avenues for improving their output and providing the satisfaction their clients require and deserve. This couple with the complex nature of governance in contemporary times, where government partakes in nearly every sector of the economy (statism) in service provision (though there is a reduction in this through the privatization policies of must governments), then there is the need to ensure that quality service is delivere d. Strategic management is usually associated with private organizations that operate in a competitive environment, but now it is a noticeable management technique adopted in the New Public Management, as a concept and practice, by public sector organizations. This essay tends to look at the advantages and disadvantages associated with the adoption of strategic management in public sector organizations. Also, the argument on the difference context of strategic management in the private and public sectors would be deliberated upon. CONCEPTUALIZATION OF TERM Strategic Management: strategic management involves a rational planning process directed towards achieving clearly defined coherent goals. According to Armitage (1992), strategic management is a continuous process that works to fit an organization into its changing environment. Strategic management is a broader concept than strategic planning. In the sense that strategic planning (or long- range planning) is traditionally regarded as a period process to develop long-range plans for the organization. On the other hand strategic management encompasses both strategic decisions making and strategic planning. Thus, strategic management focuses on any strategic decision that must be made, regardless of its time frame and the planning necessary to complement that decision. Strategic management is then conceive as "a continuous activity of setting and maintaining the strategic direction of the organization and its business, and making decisions on a day- to day basis to deal with changing ci rcumstances and the challenges of the business results; it is all about people, leadership, technology and processes. Effective combination of these elements will help with strategic direction and successful service delivery (OGC, 2005). New Public Management: the concept of new public management differs from

Discuss healthcare systems organizational structure, financing, Assignment

Discuss healthcare systems organizational structure, financing, mission, vision, philosophy, and values - Assignment Example ciety as a whole and how the overall healthcare system is linked with other sectors of the economy to support and bolster the overall good of the society. (Skolnik, 2012, p.52) It is therefore clearly established that the overall goals, mission and vision of a healthcare system shall be focused upon delivering good health and generating and allocating financial resources fairly. The financial resources of the healthcare system therefore either are generated through the public funds or through public-private partnership arrangements along with self-funding through patients. It is however, critical to understand that overall organizational structure can also result into the restriction of the access to the healthcare providers. (Andersen, Vedsted, Olesen, Bro, & Ndergaard,2011). The concept of gatekeeping into the overall organizational structure of healthcare system is resulting into a change in the overall relationship between the healthcare providers and the patients. Since one of the components of the organizational structure is service delivery it is therefore critical that organizational structure shall not be the restricting factor in the overall delivery of efficient and effective healthcare services to the patients. Andersen, R. S., Vedsted, P., Olesen, F., Bro, F., & Ndergaard, J. S. (2011). Does the organizational structure of health care systems influence care-seeking decisions?A qualitative analysis of Danish cancer patients’ refl ections on care-seeking. Scandinavian Journal of Primary Health Care,

Credit marketed to cunsumers Essay Example | Topics and Well Written Essays - 1750 words

Credit marketed to cunsumers - Essay Example Emphasis is given to the following fact: the marketing plans that promote credit have a series of severe implications for consumers. These implications are analyzed below aiming to highlight the need for setting barriers to the marketing of credit around the world. One of the most critical findings of the study seems to be the following: in the past credit was regarded as a tool used under exceptional conditions; today, credit has become a key part of daily life. Thus, the terms of its marketing should be thoroughly reviewed as of their effects on consumers. In order to evaluate the potential consequences of the credit marketed to consumers it is necessary to refer primarily to the methods employed by marketers for promoting credit. Commonly, marketers who design the marketing plans promoting credit use themes and issues related to critical social incidents or problems. For example, in USA ‘the credit cards that aim to cover medical expenses’ (Scurlock 6) are quite popul ar. Another issue quite important for marketers developing these plans is the marketing means used for communicating with the public, i.e. for promoting credit to consumers. ... In other words, the marketing plans promoting credit can appear almost everywhere. It can be quite difficult for consumers to resist to the dilemmas set through the relevant advertisements. However, consumers have started to face these plans with skepticism, especially since the image that these plans present in regard to credit-related products have been proved as unreal (Scurlock 12). The introduction of the concept of credit score is considered as an effort of marketers to control the concerns of consumers towards the credit-related financial products (Scurlock 127). The positive credit report has been set as a prerequisite for the extension of existing credit or for the provision of credit; the last case refers to consumers who borrow money for the first time (Scurlock 127). The credit report is based on credit scores: a high credit score denotes a consistent borrower while a low credit score indicates the failure of the borrower to respond to his obligations in regard to his deb t (Scurlock 127). Today, credit score is used for checking the overall financial status of a person, a fact that has caused strong criticism; for example, a candidate for a specific job may be asked to bring his credit report before signing the employment contract (Scurlock 128). The above practice violates human rights since it justifies the access to private data (Scurlock 128). Although it is widely used, the credit report hides a series of risks: a) by emphasizing on credit report and on the importance of credit score authorities and organizations seem to promote a specific trend: consumers are urged to put all their efforts for protecting their credit score. In this

Relationship between Health and Education

Relationship between Health and Education Lachlan Donnet-Jones Health Care Where People Live and Work The World Health Organisation (WHO) originally proposed a definition for health literacy that was later adapted by Nutbeam (1998) as ‘the cognitive and social skills which determine the motivation and ability of individuals to gain access to, understand and use information in ways which promote and maintain good health’. Health literacy is essential in health care, as it allows individuals to access available health services and actively participate in the decisions and management of their health and wellbeing (Institute of Medicine, 2004). In recent years there has been an increase in chronic illness largely associated with an ageing population. This is placing immense pressure on health systems throughout Australia (Department of Health and Ageing, 2012). Addressing the barriers to improved health literacy in older adults would lead to better health and wellbeing outcomes, while simultaneously reducing the level of dependence on the health care system. The health professional plays an important role in assisting elderly patients to develop a greater understanding of their specific health conditions, and therefore, allowing elderly people to take an active role in the management of their health conditions. Health literacy is more than possessing the ability to read and write, it encompasses an active role in accessing available health care services, self-care of chronic conditions and maintaining an adequate level of general health and wellbeing (Institute of Medicine, 2004). According to the Australian Bureau of Statistics (ABS) report on social trends (2009), 59% of Australian adults have inadequate health literacy levels, and this figure is even higher in the Tasmanian population (63%). This essentially means that the majority of people, even those with university degrees or higher education, fail to understand basic health information, such as, safe drug and alcohol use, disease prevention, first aid and sustainable wellbeing (Australian Bureau of Statistics, 2009). Poor health literacy affects patients in various ways including; inability to accurately remember information provided by health professionals, less knowledge of the causes of ill-health, less likely to use health services designed to prevent and detect conditions (e.g. cancer screening, childhood health assessments and immunisations), and are more dependent on healthcare providers (e.g. hospitals and emergency services) (Australian Bureau of Statistics, 2009). Numerous tests have been developed to determine an individual’s level of health literacy, such as, the Newest Vital Sign (NVS), a nutrition label based test that takes approximately three minutes to complete. Other general indications of poor health literacy are; avoiding paperwork, using appearance to identify medications rather than labels, and a reluctance to complete forms. Health literacy is an essential component of Primary Health Care (PHC). PHC aims to promote health, develop communities, act as an advocate for health services, provide rehabilitation, prevent illness, and care for the sick. (Australian Primary Health Care Research Institute, 2006). Health literacy can be improved by implementing various PHC strategies that are concentrated on addressing the social determinants of health, such as, social support, unemployment, early life and the social gradient (Wilkinson and Marmot, 2003). These strategies are focused on the promotion of health literacy skills and educating those in need, for example, free access to general practitioners (GP) and better health education in early schooling, are crucial programs in achieving improved education and health literacy outcomes. The relationship between education and good health is well established in the literature and is documented in a wide variety of research articles (Black, 1980). Education leads to improved general and health literacy, which creates a greater chance of better health and wellbeing in an individual. However, it is important to note that, as Nutbeam (2000) explains, while an individual may have access to education and possess high general and health literacy levels, this does not guarantee better health outcomes. Older adults in the Australian population are among those with the highest rates of chronic illness and lowest rates of health literacy, therefore, improving health literacy is essential to better manage chronic illnesses (Australian Bureau of Statistics, 2007-08). Older adults are among the most dependant on the health care system with some of the lowest levels of health literacy. This is due to a number of barriers including, education and literacy training, the technicality and complexity of health information, and the natural ageing process (Centre for Disease Control and Prevention, 2011). The National Assessment of Adult Literacy (NAAL) found that 80% of older adults had difficulty using documents, such as, forms or charts (NAAL, 2006). Poor health literacy in the older adult population can seriously interfere with the day-to-day care of chronic illnesses, such as, ischemic heart disease, which is the leading chronic illness and cause of death in the Australian older adult population (Australian Institute of Health and Welfare, 2008). Ischemic heart disease (IHD), or coronary heart disease, is the most common form of heart disease and cause of heart attacks (Mount Sinai Hospital, 2014). IHD is caused by plaque build-up on the walls of coronary arteries, narrowing them and restricting blood flow to the heart (Dorling, 2009). In Australia, approximately 10,000 people die from heart disease each year (Australian Bureau of Statistics, 2007-08). IHD is a generally preventable disease. There is no single cause of IHD, there is however, numerous contributing factors that increase the risk of developing the disease (Heart Foundation, 2011). The first step, and perhaps the most fundamental, in preventing IHD in older adults, is educating individuals on the risk factors relevant to them. The Australian Heart Foundation (2011) provides a list of two varieties of risk factors, modifiable and non-modifiable. Non-modifiable risk factors include; age, ethnic background, family history of heart disease. The modifiable (preventable) risk factors include; smoking, high cholesterol, high blood pressure, diabetes, sedentary lifestyle, obesity and lack of social support/social isolation (Heart Foundation, 2011). Health literacy is crucial in the management of IHD, as aforementioned, the majority of contributing risk factors are dependent on the lifestyle choices of the individual, meaning that with the right motivation and knowledge, the disease can, for the most part, be prevented. Improving health literacy is the responsibility of the individual, the community, the government, and the health professional. The health professional has a direct and significant role in improving health literacy as they are the primary source for information, education and have the greatest level of patient contact. During interviews with older adults conducted in a study by the Department of Health and Ageing (2012), it was found that post hospitalisation patients were largely left confused with only their own resources to cope with the challenges of their condition. The patient needs to be provided with the resources, education and support necessary to provide a foundation for building health literacy, leading to better self-management and improved patient outcomes (Department of Health and Ageing, 2012). Supporting development of behaviour change, implementing a patient-centred approach, providing patients with positive reinforcement and creating an environment that allows for progression and constructive change, are among the responsibilities of the health professional (Institute of Medicine, 2004). The patients’ responsibilities are to engage in treatment plans, follow self-management instructions and cooperate with health professionals in the best interest of their health and wellbeing (Nutbeam, 2000). Improving communication is fundamental to increasing health literacy. Health professionals can improve communication by using methods, such as, the talk back technique, which is when the health professional asks the patient to repeat the information provided, back to the health professional, demonstrating their understanding (Stein-Parbury, 2013). Using various physical materials to visualise information, such as, charts, graphs, and instructions, is another useful method to improving communication of information and increasing the patients’ level of understanding (Stein-Parbury, 2013). Using effective communication methods and techniques, the health professional can empower the patient to access the necessary resources and become active in managing their own health needs (Nutbeam, 2000). This is exceedingly important in the management of IHD, as patient decisions are crucial in reducing the risk factors contributing to the disease. In conclusion, health literacy is fundamental to providing effective health care. Patients, health professionals, communities and governments all play an important role in health literacy, whether it be empowering patients or funding educational programs. A rising quantity of evidence supports the importance of communication in professional health care. Some groups are predisposed by social determinants to have poor health literacy levels, such as the elderly. Elderly patients suffer greatly from preventable illnesses, such as, ischemic heart disease. It is therefore, understandable that it is necessary to provide comprehensive education and focus resources on improving health literacy in all communities. References Australian Bureau of Statistics, Social Trends 4102.0 (2009). Available at:Â  http://www.dhhs.tas.gov.au/__data/assets/pdf_file/0011/101117/poh_fact_sheet_DHHS_health_literacy_20120630.pdf [Accessed 20 May. 2014]. Australian Bureau of Statistics (2001).4364.0 National Health Survey: summary of Results, 2007-08; 3464.0 National Health Survey: summary of results, 2001. Available atAustralian Bureau of Statistics (www.abs.gov.au)[Accessed 23 May. 2014]. Australian Institute of Health and Welfare (AIHW) (2008). Australia’s health 2008. Cat. no. AUS 99. Canberra: AIHW. Available at: http://www.aihw.gov.au/WorkArea/DownloadAsset.aspx?id=6442453674 [Accessed 26 May, 2014] Australian Primary Health Care Research Institute (APHCRI) (2006). ADGP Primary Health 42. Care Position Statement 2005, also included in the Australian Medical Association Primary Health Care position paper, 2006. Black, D.(1980)Inequalities in Health: Report of a Research Working Group. Available at: http://www.sochealth.co.uk/history/black.htm. [Accessed 20 May. 2014]. Centre for Disease Control and Prevention (CDC) (2011). CDC Importance Health Literacy for Older Adults Audiences Develop Materials Health Literacy. Available at: http://www.cdc.gov/healthliteracy/developmaterials/audiences/olderadults/importance.html [Accessed 19 May. 2014]. Department of Health and Ageing (2012).Improving Health Literacy in Seniors with Chronic Illness. National Seniors Productive Ageing Centre (NSPAC). Available at: http://www.productiveageing.com.au/userfiles/file/ImprovingHealthLiteracy%20Low%20Res.pdf [Accessed 22 May. 2014]. Dorling K. (2009) Coronary heart disease inThe human body book: An illustrated guide to its structure, function and disorders, Dorling Kindersley Publishing, Inc., London, United Kingdom. Heart Foundation (2011). Data and Statistics. Available at: http://www.heartfoundation.org.au/information-for-professionals/data-and-statistics/Pages/default.aspx [Accessed 23 May. 2014]. Institute of Medicine (2004). Health Literacy: A prescription to end confusion. Nielsen-Bohlman L, Panzer A, Kindig DA, editors. Washington, D.C., National Academy Press 2004. Mount Sinai Hospital (2014).Heart Attack Coronary Artery Disease Treatment. Available at: http://www.mountsinai.org/patient-care/service-areas/heart/areas-of-care/heart-attack-coronary-artery-disease[Accessed 22 May. 2014]. National Assessment of Adult Literacy (NAAL) (2006).2003 National Assessment of Adult Literacy. National Centre for Education Statistics. Available at: http://nces.ed.gov/pubs2006/2006483.pdf [Accessed 18 May. 2014]. Nutbeam, D.(1998)Health promotion glossary, Health Promotion International,13:349-64. Nutbeam, D.(2000)Health literacy as a public health goal: a challenge for contemporary health education and communication strategies into the 21st century, Health Promotion International,15(3):259-67. Stein-Parbury, J. (2013).Patient and person. 5th ed. Sydney: Elsevier Churchill Livingstone. World Health Organisation (WHO) (1998)Health Promotion Glossary. Geneva:WHO. Wilkinson, R., and Marmot, M. (2003). World Health Organization. The solid facts retrieved from:Â  http://www.euro.who.int/__data/assets/pdf_file/0005/98438/e81384.pdf [Accessed 22 May. 2014].