Mental Health in Adolescents Essay Example

Mental Health in Adolescents Essay Mental Health Service Use Among Adolescents and Young Adults With Major Depressive Disorder and Suicidality Amy H Cheung, M D Carolyn S Dewa, Objectives: Despite being recognized as a serious public health concern, suicidality among adolescents and young adults is frequently missed, and completed suicide remains the second leading cause of death for young Canadians. With such close links between depression, suicidality, and completed suicide, any intervention must address all 3 of these issues. However, to develop effective interventions, we must understand the types and rates of mental health service use among adolescents and young adults. This study examines service use rates in young Canadians with depression and suicidality and the influence of sex on the types of service provider chosen. Methods: We used data from the Canadian Community Health Survey: Mental Health and Weil-Being. Our sample included 619 individuals, aged 15 to 24 years, who screened positive for depression and suicidality in the past 12 months. We examined mental health service use rates in general and by provider type. Results: Among adolescents aged 15 to 18 years with depression, 40% had not used any mental health services. This rate was higher for adolescents with suicidality at 50%. In young adults aged 19 to 24 with depression, 42% had not used any mental health services. Among young adults with suicidality, 48% had not accessed services. Female adolescents and young adults were more likely to receive services from nonspecialty mental health providers. Conclusions: In Canada, many adolescents and young adults with depression and suicidality do not receive mental health services. We will write a custom essay sample on Mental Health in Adolescents specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Mental Health in Adolescents specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Mental Health in Adolescents specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Further, there may be a preferential treatment of young men by mental health specialists. Further research is needed to understand the quality of care received by these young Canadians and the factors influencing service use. (Can J Psychiatry 2007;52:228-232) Information on funding and support and author affiliations appears at the end of the article. Clinical Implications †¢ About 50% of adolescents and young adults with depression and suicidality do not use mental health services. †¢ Strategies to increase service use in youth with depression are needed. Strategies to decrease differences between the sexes in service use are needed. Limitations †¢ The quality of care could not be examined from the CCHS 1. 2 data. †¢ The survey results were based on patient recall. †¢ Although this was a national population-based study, the sample size was small. 228 †¢ La Revue canadienne de psychiatrie, vol 52, no 4, avril 2007 Mental Health Service Use Among Adolesc ents and Young Adults With Major Depressive Disorder and Suicidality Key Words: adolescents, depression, suicidality, service use, young adults D pression and suicidality (ideation and attempts) among adolescents and young adults are frequently unrecognized and untreated by any health professionals. Not only are depression and suicidality often linked, but both pose a significant burden on patients and their families. Suicide is the second leading cause of death in youth aged 15 to 18 years, second only to motor vehicle accidents. ^ Further, almost 50% of teens who complete suicide have a diagnosable mood disorder, such as depression, and have expressed suicidality prior to completing suicide. ^^ There are also consistent differences between male and female adolescents, with male adolescents more likely to complete suicide and female adolescents more likely to have depression and suicidality. ^ Policy-makers, families, and providers have struggled to understand how to address this significant public health issue. A first step in addressing the issue is to understand the mental health service use pattems among adolescents and young adults with depression and suicidality. Given the differences in prevalence rates between young men and women, it is also critical to understand the influence of sex on service use in this age group. have a form of depression. ^ Further, according to a biannual survey of youth in the United States, more than 16% of US teenagers have had thoughts about suicide, and 10% had actually attempted suicide in the previous 12 months. We found similar rates in Canada, with almost 20% of teens aged 15 to 18 years reporting suicidality in their lifetime. However, it is not known how many of these youth received mental health interventions. Given that depression and suicidality are so closely linked, it would be a reasonable first step to examine the rates of mental health service use among Canadian adolescents and young adults and, flirther, to look at which type of service provider they are seeing to address these problems. Therefore, this study examines the rates of service use in adolescents aged 15 to 18 and young adults aged 19 to 24 with depression and suicidality. We will also comment on how these service use rates could be used to develop policies targeted at this population. Methods Subjects The survey sample was drawn from the CCHS 1. 2. We examined a subsample of CCHS 1. 2 respondents aged 15 to 24 years. The total sample size for the CCHS 1. 2 is 36 984, with a sample size of 5646 for individuals between the ages of 15 and 24 years. Our subsample included 619 individuals who screened positive for a diagnosis of depression and (or) suicidality in the past 12 months. We examined the rates of mental health service use in general and according to provider type. Major Depressive Disorder. The diagnosis of MDD was evaluated in the CCHS 1. 2 through the use of structured interviews. The interview modules were drawn from the CIDI. ^ A diagnosis of MDD was derived from the CIDI. We used the 12-month estimates for MDD. Suicidality. Suicidal attempts and ideation were measured by using the questions on suicide in the depression section ofthe CCHS 1. 2 survey. Subjects were interviewed for suicidality regardless of their screen for depression. Although there are significant risk differences between those with suicidal ideation and those with attempts, we combined these 2 groups in our analyses because of Statistics Canada reporting rules regarding rare events. Service Use. Service use for MDD and suicidality was measured with mental health service use questions. All service use was measured according to provider and place of contact in the following groups: GPs (nonpsychiatrist medical doctors), psychiatrists, psychologists, social workers or counsellors, and other professionals, including nurses, religious counsellors (such as ministers or rabbis), and naturopaths or other alternative health care practitioners. Service use for each of the groups was defined according to use and nonuse. Statistical Analyses The CCHS 1. 2 uses a stratified design with differences in sampling fractions across the strata, with some geographical 229 Several studies have examined the rates of mental health service use by adolescents and young adults. However, most of these have been US-based studies. * These studies show that service use is less than 50% among adolescents and young adults aged 15 to 24 years* and that up to 80% of children and adolescents aged 6 to 17 years do not receive needed mental health services. Among adolescents with depression, 50% are not diagnosed prior to adulthood. * In Canada, the rates of depression and service use in Canadians aged 15 to 24 were examined in the Ontario Mental Health Supplement in the early 1990s, which found the rate of service use in this age group to be less than 50%. However, aside from the supplement, no other Canadian study has examined the rates of service use by young Canadians aged 15 to 24 with depression. Therefore, even with the increasing recognition by policymakers and service providers that depression poses a significant burden on our youth and their families, there is very little research furthering our understanding of this issue or helping to develop effective strategies to address it. Similarly, we know very little about young individuals with suicidality and their pattern of service use. US surveys have shown that more than 50% of youth who complete suicide Abbreviations used in this article CCHS 1. Cl CIDI GP MDD Canadian Community Health Survey: Mental Heaith and Weli-Being confidence interval Composite International Diagnostic Interview general practicitioner major depressive disorder The Canadian Journal of Psychiatry, Voi 52, No 4, Aprii 2007 Original Research Table 1 Twelve-month service use rates by provider type among youth with major depression and sutcidality Any service % (95%CI) Psychiatrist % (95%CI) GP % (95%CI) Psychologist % (95%CI) Social worker or counsellor % (95%CI) Other provider % (95%CI) Respondents Adolescents aged 15 to 18 years. suffered from major depression Male Female 56. 3 (34. 4 to 78. 1) 55. 9 (40. 7 to 71. 1) 45. 5 (21. 2 to 69. 9) 21. 4 (11. 2 to 31. 6) 24. 6 (7. 2 to 42. 0) 30. 7 (17. 9 to 43. 6) 25. 2 (0. 5 to 49. 8) 16. 7 (7. 9 to 25. 5) 10. 8 (0. 9 to 20. 7) 39. 9 (24. 7 to 55. 0) 23. 9 (-0. 6 to 48. 3) 16. 4(8. 1 to 24. 8) Adults aged 19 to 24 years, suffered from major depression Men Women 52. 5 (37. 3 to 67. 8) 55. 6 (44. 3 to 66. 9) 28. 9 (15. 3 to 42. 5) 26. 1 (18. 0 to 34. 2) 37. (22. 2 to 51. 9) 45. 9 (35. 3 to 56. 5) 33. 9 (19. 2 to 48. 6) 21. 9 (13. 4 to 30. 5) 17. 6 (7. 8 to 27. 5) 29. 1 (20. 3 to 38. 0) 9. 5 (1. 9 to 17. 1) 21. 1 (12. 7 to 29. 5) Adolescents aged 15 to 18 years. suffered from suicidality Male Female 36. 5 (18. 4 to 54. 5) 49. 0 (38. 5 to 59. 5) 23. 3 (6. 3 to 40. 3) 19. 3 (10. 9 to 27. 7) 14. 7 (4. 4 to 25. 1) 27. 2 (17. 7 to 36. 7) 21. 7 (4. 5 to 38. 8) 21. 0 (12. 3 to 29. 8) 13. 2 (4. 2 to 22. 2) 31. 9(22. 1 to 41. 7) 16. 2 (-1. 1 to 33. 4) 15. 9 (8. 5 to 23. 3) Adults aged 19 to 24 years, suffered from suicidaiity Men Women 39. 5(27. 1 to 51. 9) 50. 8 (37. 0 to 64. 6) 22. 6 (12. 3 to 33. 0) 17. 5 (9. 6 to 25. 4) 27. 9 (16. 6 to 39. 1) 41. 3 (28. 3 to 54. 3) 24. 1 (10. 9 to 37. 3) 24. 6 (14. 0 to 35. 2) 12. 8 (4. 9 to 20. 7) 20. 8 (11. 6 to 30. 0) 9. 3 (2. 2 to 16. 4) 16. 2 (7. 0 to 25. 3) areas under- or overrepresented in the sample relative to their representation in the population. Therefore, we used the weights recommended by Statistics Canada when conducting analyses. Rates of service use for mental health reasons were calculated for subjects with MDD and (or) suicidality in the past 12 months. Service use rates were examined according to provider type and the sex ofthe subjects. Chi-square tests were conducted to examine for differences between young men and women with depression and (or) suicidality. Results Among adolescents aged 15 to 18 years with depression, 40% (95%CI, 28% to 53%) had not used any mental health services. The rate was higher for those with suicidality, at 50% (95%CI, 41% to 59%). Most adolescents and young adults with depression were either not accessing services at all or accessing services for their mental health problems through one provider. Among those aged 15 to 18 years, 22% (95%CI, 11% to 33%) accessed services through one provider, compared with 20% (95%CI, 14% to 27%) of those aged 19 to 24 years. Among young adults aged 19 to 24 years with depression, 42% (95%CI, 33% to 51%) had not used any health services for mental health reasons. For those with suicidality, 48% (95% CI, 39% to 5 8%) had not accessed services in the past 12 months. As with those with depression, most of our sample with suicidality either did not access services at all or accessed services through one provider. Among those aged 15 to 18 years with suicidality, 21% (95%CI, 14% to 28%) accessed services through one provider, compared with 22. 12% (95%CI, 14% to 30%) of those aged 19 to 24 years. 230 Differences between young men and women were not found in the overall use of mental health services. Service use by type of provider and sex are shown in Table 1. However, female adolescents aged 15 to 18 years with depression were more likely to use services from social workers and (or) counsellors, compared with male adolescents (female adolescents; 40% [95%CI, 25% to 55%]; male adolescents, 11% [95%CI, 1% to 21%]). Similarly, in young adults aged 19 to 24, a higher percentage of yotmg women saw social workers and (or) counsellors (women, 29% [95%CI, 20% to 38%]; men, 18% [95%CI, 8% to 28%]). For those with suicidality, female subjects in both age groups were more likely to use mental health services from GPs. Among those aged 15 to 18, 15% (95%CI, 4% to 25%) of male adolescents saw GPs, compared with 27% (95%CI, 18% to 37%) of female adolescents. Among those aged 19 to 24, 27. 9% (95%CI, 17% to 39%) of young men saw GPs, compared with 41% (95%CI, 28% to 54%) of young women. Overall, female adolescents and young adults with depression and (or) suicidality were more likely than male adolescents and young adults to use services from GPs (female subjects aged 15 to 18 years: x^ = 4. 53, dfl,P 0. 03; aged 19 to 24: X = 14. 88, df 1, P 0. 001) and from social workers and (or) ^ counsellors (aged 15to 18:^^=15. 54,dfl,P

Sample Essay Questionnaire - How to Use One

Sample Essay Questionnaire - How to Use OneOne of the first things you should do when thinking about writing a sample essay for college is to get yourself a sample essay questionnaire. While there are plenty of students who don't like getting sample essays in the mail, it's also true that they can be extremely helpful in getting you started in the right direction when it comes to writing a comprehensive essay. A good example questionnaire can tell you how to make your own essay stand out from the other examples and lay out a framework for your essay to follow.You can find samples of these sample essays online, but the problem is that they often vary in terms of style and format. Instead of getting bogged down by too many different samples, try to find a questionnaire with just a few different sample paragraphs. This will help you focus on the things you need to concentrate on in order to come up with your own. You can read through a few of these samples before getting started so that you can get a feel for how a sample is constructed.Once you've found a sample essay questionnaire, it's time to find out what format it uses. A lot of samples will use a combination of formats. This means that you'll be able to write an essay in a variety of ways. If you're writing a short essay on a daily basis, you might want to go with something simpler than a longer questionnaire. However, if you have the luxury of a lot of time to devote to this type of writing, you'll probably want to find a format that best suits your style.It might take a little bit of trial and error to find the format that works best for you, but it's definitely worth it to give it a shot. It will definitely give you a better understanding of how to write an essay, and it will give you a place to start. You'll get a feel for how a sample is written, and you might even find it helps you to start off in the right direction as far as how you approach your own essay.Another thing to look for in a sample essay questionnaire is how the writer uses paragraph breaks. Often, the sample writers in these types of examples use them, but not all of them do. Sometimes, it's just a matter of personal preference. But other times, the writers in the sample will use them because it makes the copy more clear and concise.Look for examples of the type of formatting that you'd like to put into your own essay, but remember that a sample essay questionnaire isn't there to tell you what to do. It's meant to let you see the way it's done and see how it can benefit you as a writer. It will serve as a great resource, but it won't be the end-all of your writing education. You'll still need to go to class and practice what you learn.What's really important is that you begin on the right path. You'll need to pick up some tips and tricks along the way, but ultimately it's all about practice. The more you put your mind to work on writing a good essay, the better you'll become at it. The more practice you get, the b etter you'll become at writing a good essay.Writing a well-written essay can be difficult, but if you keep at it and build on your experience, you'll be able to complete this task without much trouble. And with the proper guidance and practice, you'll be on your way to completing an impressive piece of work. A sample essay questionnaire can be a great tool in your arsenal.

Mt. Everest Essays

Mt. Everest Essays Mt. Everest Essay Mt. Everest Essay Conquering the summit Specific purpose: To inform my audience about the highest mountain in the world and to give examples of people who climbed it. Central idea: I will talk about the height of the Everest, the trail that leads to the summit, the location, and surroundings. Introduction I. Try to close your eyes and imagine the following scenes. A. You are seating down on the highest summit in the world, and all you see is other white summits. B. You are away from the noise and all you hear is wind. C. No buildings no civilization, just mountains. II. There are some people that died because they wanted to be on the highest spot on earth. III. On the other hand, people who made the most amazing journey of their life. IV. It takes around 3 days to climb the Everest from the base camp which is 21,300Â  ft. V. Intrigued by the subject I went to Nepal to the Himalaya range to see the Everest. Body I. the Everest has many stories behind it. A. The first people to conquer the summit 1. In 1953 the first two people reached the summit, the New Zealander Edmund Hillary and Tenzing Norgay from Nepal. B. Mount Everest is considered to be a death zone. 1. It is very hard for climbers to survive in a death zone. The temperature Can get to very low levels and the body parts will frostbite easily. 2. People who die during the climb are typically left behind. About 150 bodies have never been recovered. C. Now days, it is very popular to hike until EBC- Everest base camp. 1. My best friend reached the EBC. . I hiked to Annapurna Base Camp which is not far from the Everest region. Conclusion I. the Everest is the greatest adventure a human been can experience. A. Thousands of people have experienced the highest summit on earth. B. There are some dark sides for the great mountain, it is deadly. Bibliography 1. Success And Death On Mount Everest, Raymond B. HUEY And Richard Salisbury, The American Alpine Journal, 2003 americanalpineclub. org/pdfs/aaj/HueyEverestAAJ_03. pdf 2. http://en. wikipedia. org/wiki/Mount_Everest

Conjugation of Spanish Verbs in the Present Tense

Conjugation of Spanish Verbs in the Present Tense The most common set of verbs in Spanish and perhaps the most important set of verbs that need to be learned first is the present  indicative  tense. Although there are conjugations that are easier to learn, the present indicative tense is used the most. Native English speakers conjugate regular verbs all the time without thinking about it: For the past tense add a d or ed to the end of a verb, and for the present tense, add an s or es to indicate that one person or thing is performing an action. Basic Spanish Conjugation Concepts The conjugation of Spanish verbs is a little trickier than in English. A speaker needs to consider several different tenses, moods, gender, and agreement in person according to what needs to be conveyed in the sentence. Spanish verb endings can indicate when the action occurs, and also give the listener a better idea of who or what is performing the action. The present tense means that the action is occurring now. The indicative mood means that the sentence is a statement of fact. To  conjugate  a verb in the present indicative, remove the  infinitive  ending of the regular verb, in this case  -ar,  -er  or  -ir,  and replace it with an ending that gives an indication as to the person that is performing the action of the verb. For example, hablar is the infinitive of a common regular verb ending in -ar.  To form the present indicative, remove the  -ar, which leaves the stem of the verb  habl-. If the person speaking in the sentence is in the singular  first person, that would mean the sentence would be conjugated to be I speak. In Spanish, when conjugating or changing the stem into a  first-person verb, take the stem and add -o, forming the word  hablo. I speak is Yo hablo. To say you speak, which is the singular, informal, second person, add -as to the stem, forming the word  hablas. You speak is Tu hablas. Other forms exist for subjects such as he, she, or it, we, and they. The endings are slightly different for verbs that end in -er and -ir, but the principle is the same. Remove the infinitive ending, then add the appropriate ending to the remaining stem. Conjugation of Regular -Ar Verbs in the Present Indicative Tense Person -Ar Ending Example: Hablar Translation: To Speak yo -o hablo I speak t -as hablas you (informal) speak l, ella, usted -a habla he/she speak, you (formal) speak nosotros, nosotras -amos hablamos we speak vosotros, vosotras -is hablis you speak (informal) ellos, ellas, ustedes -an hablan they speak, you (formal) speak Conjugation of Regular -Er Verbs in the Present Indicative Tense Person -Er Ending Example: Aprender Translation: To Learn yo -o aprendo I learn t -es aprendes you (informal) learn l, ella, usted -e aprende he/she learns, you (formal) learn nosotros, nosotras -emos aprendemos we learn vosotros, vosotras -is aprendis you learn (informal) ellos, ellas, ustedes -en aprenden they learn, you (formal) learn Conjugation of Regular -Ir Verbs in the Present Indicative Tense Person -Ir Ending Example: Vivir Translation: To Live yo -o vivo I live t -es vives you (informal) live l, ella, usted -e vive he/she lives, you (formal) live nosotros, nosotras -imos vivimos we live vosotros, vosotras -s vivs you live (informal) ellos, ellas, ustedes -en viven they live, you (formal) live Irregular Verb Conjugation Although most verbs conjugate regularly, the most common verbs in Spanish usually do not. In some cases, not only the endings change, but also the main part of the verb, known as the stem. This is similar to English, where the most common verbs such as to be and to go are also highly  irregular verbs. Present Indicative Conjugations of Common Irregular Verbs Infinitive Translation Conjugations dar to give yo doy, t das, usted/l/ella da, nosotros/nosotras damos, vosotros/vosotras dais, ustedes/ellos/ellas dan estar to be yo estoy, t ests, usted/l/ella est, nosotros/nosotras estamos, vosotros/vosotras estis, ustedes/ellos/ellas estn hacer to make yo hago, t haces, usted/l/ella hace, nosotros/nosotras hacemos, vosotros/vosotras hacis, ustedes/ellos/ellas hacen ir to go yo voy, t vas, usted/l/ella va, nosotros/nosotras vamos, vosotros/vosotras vais, ustedes/ellos/ellas van poder to be able to yo puedo, t puedes, usted/l/ella puedes, nosotros/nosotras podemos, vosotros/vosotras podis, ustedes/ellos/ellas pueden ser to be yo soy, t eres, usted/l/ella es, nosotros/nosotras somos, vosotros/vosotras sois, ustedes/ellos/ellas son tener to have yo tengo, t tienes, usted/l/ella tiene, nosotros/nosotras tenemos, vosotros/vosotras tenis, ustedes/ellos/ellas tienen Key Takeaways In both English and Spanish, conjugating involves the changing of verb forms to give information about who or what is performing the verbs action and when that action occurs.Spanish conjugation is far more extensive than Englishs, thus providing more information about the verbs action.Conjugating regular Spanish verbs in the indicative present tense involves removing the infinitive ending (-ar, -er, or -ir) and changing it to something else.

Managing Human Resources (Procedural Justice and Ethics in Employee Essay

Managing Human Resources (Procedural Justice and Ethics in Employee Relations,) - Essay Example Employers often claim they are protecting the business from â€Å"theft, loss of productivity, lawsuits, avoiding violence and terror attacks† (Lane, 2003 p. 12). However legitimate these reasons are, employees’ privacy also need to be respected. The law does not protect employees’ especially private sector employees from infringement of their privacy thus they depend on their good faith and procedural justice and ethics. The main purpose of this paper is to devise guidelines to follow in determining reasonable compromise between company’s need to run its business and employee rights to privacy. The paper will achieve this by first discussing the various ways businesses impinge on employee privacy. Secondly, the reasons behind employee surveillance will be discussed and the options employees have to protect their freedoms. Lastly, a set of guidelines will be drawn that can assist an organization fulfill its needs without necessarily undermining workersâ₠¬â„¢ feelings of dignity and worth. This is based on the belief that if workers are informed of what is going on they can easily adapt and accept a little infringement of privacy for the common good of all. Businesses especially with the advancement in technology have numerous ways of invading employees’ privacy. ... In one survey held in 1979, 75% of respondents believed in individual basic rights to privacy (Bies, 1993). Some ethical dilemmas on workplace privacy are specific to industries while others are common to all companies such as web surfing. Some of the methods used by employers that invade privacy include: computer-aided surveillance, drug and alcohol testing, AIDS testing, generic screening, health screening, background checks, credit reports, personality tests, use of video cameras, and Global Positioning System (GPS) (Brown, 1996 p. 1237). These generate private information about employees which employers can use for business purpose. Management is updated about employees’ activities every minute. Lanes (2003) argues that a certain amount of information and supervision is a necessary component of successful business. However, he also acknowledges that only relevant information should be sought and kept especially in an era when federal government has capability and will to u se that information for public policy purposes. Why do employers keep surveillance of employees? Some argue they are protecting the company from theft and sabotage. In this era of computer technology, employees have found ways of defrauding the company or divulging company secrets to outside world (Bies, 1993). As such, companies need to check what employees are surfing on the net, their emails, and what they do with company resources such as vehicles. Theft of intellectual property can e avoided by keeping close surveillance of employees use of personal computers. Another justification for surveillance is employee productivity. Many employees spend much of their time web surfing, talking on the phone, sending emails and playing

Maternal Obesity Essay Example | Topics and Well Written Essays - 2000 words

Maternal Obesity - Essay Example The Center for Disease Control and Prevention reports reveals that at the beginning stage of pregnancy, one in five women are obese. Hence reducing obesity during, before, and after the pregnancy should be considered as a matter of public health importance. The obesity in pregnancy has been rapidly increasing and has now become a common risk obstetric condition in many countries. The reason for the health organizations to take extra care in the issue of maternal obesity is that the consequences of it are high and associated with adverse reproductive outcomes and hypertensive disorders and also causes for gestational diabetes mellitus, cesarean delivery, and increased risk for obesity of the child. Theory of Planned Behavior (TPB) As Rivis and Sheeran (2003) explain, the Theory of Planned Behavior (TPB) was derived from the Theory of Reasoned Action (TRA) and explains the three predicator of behavior – attitude, subjective norm, and perceived behavioral control. Attitude refers the beliefs of an individual about the outcomes of the behavior mixed with an evaluation of the significance of these outcomes. The Theory of Planned Behavior is somewhat similar to the Health Belief Model. ... The results explain that both models were able to predict an important part in the variance of dieting and fasting follow-up behavior. The direct aspect of the perceived control evaluates the extent of access that the individuals believe to have in formulating the behavior question. On the other hand, the indirect aspect of perceived control is normally obtained by assessing some definite aspects, called control beliefs, which have the capability both to make it easier and to make it difficult to achieve a behavior. The Theory of Planned Behavior analysis reports no direct connection between the intention to eat healthfully and eating behavior. Besides, age, gender, and BMI were the important factors forming the response of the people. The TPB is formulated on the idea that the stronger the intention to carry out a provided behavior, the greater the chance that a person will execute that behavior. The results from the various studies prove that TPB is helpful in predicting the factor s that are directly connected with healthy eating behavior. Many factors lead to healthy eating behaviors, and the TPB can be used as a tool to formulate intervention strategies to promote healthy eating habits among the youth, especially the women who are more faced with the risk of obesity and overweight. Other factors such as attitude, barriers, are subjective norm which have chances to influence the eating behaviors, are also added to the model of TBP. At last, the suggestion is towards the parents to take reasonable care in maintaining a healthy eating habit for their children. Social and Cultural factors affecting the maternal Obesity. The causes behind the obesity are multifaceted and consist of social, cultural, genetic, behavioral, and environmental factors. Generally, obesity

The marketing communications campaign of marks and spencer

The marketing communications campaign of marks and spencer The marketing communications campaign of Marks and Spencer Introduction The current revolution in information technology and rapid globalisation have made the marketers face many marketing communications options (Newman Patel ,2003).Integrated marketing communications campaign is one of options, Which can be used to create added value for potential consumers and influence directly purchasing patter. The IMC, which is defined, according to Duncan (2002), as ‘A cross -functional process for creating and nourishing profitable relationship with customers and other stakeholders by strategically controlling or influencing all the messages sent to these groups and encouraging data driven, purposeful dialogue with them† The IMC is important issue because the companies can not afford either the financial or reputation damage which is caused by the poor planning or implementing of the IMC (Brassington pettitt,2006).On the other hand, the planning and implementing the IMC campaign is a complicated process and involves a wide range of management tasks (Caemmerer, 2009). As a result, this paper aims to show the steps which should be followed in the planning and implementing the IMC and to apply these steps on Marks and Spencer as a case study from real life. Finally, some recommendations will be given to improve the performance of MS. Literature review Identifying the target audiences The planning the IMC, according to Kotler Keller .should start with clear determining of target audience ,who is a group of people is aimed by marketing communications campaign , because it is vital step. Then, answers should be provided on the following questions: What are the choice criteria, which are used to evaluate the products? What are motivated them to buy the products? What make them response to the competitors, products? (Jobbe, 2007). Ø Situation analysis Competitor analysis : To analysis the competitors, according to Aaker and McLoughlin (2007), a group of questions should be answered: Against whom do we usually compete? What are their objectives and strategies in terms of brand? What is their image and positioning strategy in terms of brand? What have been the marketing communications of the competitors in the past? What impact have they had? What are their future plans? Market analysis: Ø Defining the marketing communication objectives Mean what the marketing communications are supposed to achieve, according to Blythe (2000), there are many objectives: Image building campaigns: Those are intended to communicate a specific status for the product, as well as to emphasis ways that it could complete the lifestyle of the client. Unique selling proposition (USP): that is the one attribute of the product which it differentiates the product from the competition. Positioning: the strategies which focus on the ways that consumers distinguish the products comparing with their perceptions of the competitors products. Direct response: instant response is wanted from the consumer in respect of purchase, a request for broacher, or a going to the store. Ø Managing the elements of the mix Deciding what is the media which will be used to convey the message of the IMC campaign. There are five elements of promotional mix Advertising: any paid form of non-personal communication of ideas or products in the prime media .It takes place in many forms such as, television, press, posters, cinema and radio (Pickton Broderick, 2005). Public relations: are â€Å"the deliberate, planned and sustained effort to creating and maintaining mutual understanding between an organization and its publics † Direct marketing: is the message, which can be prepared to appeal to the addressed customer. It takes place in my forms such as direct mail, telemarketing, internet marketing (Kotler Keller, 2006). Sales promotion: the activities which aim to temporary increase in sales. They take place by many forms such as buy one get one free, free sample and money off coupons. Personal selling: this is designed to meet the consumers needs by communicating face to face between the buyer and seller (McGolrick, 2002). Ø Setting the promotional budget Putting the promotional budgeting is one of the most important and difficult steps in Planning the IMC campaign because, according to West, Ford Ibrahim (2006) ,If the companies have spent too much on the promotion program this could reflect negatively on the profits whereas, if they have paid out too little marketing opportunities would be get lost. There are, according to Jobber and Fahy (2006), four methods, which are usually used to set the promotional budget: percentage of sales, matching competitors expenditures, objective and task and what can be afforded? Ø Evaluating the IMC campaign It is important step, according to Palmer (2004), because it can provide feedback to inform the future activities and make the managers more adjustment when they plan the promotional activities if the objectives are not being achieved. Apply on the MS Marks and Spencer has been the Britain most-respected and leading retailer for long time. Besides, it is one of the most recognizable brands in the UK and operates about 6stores in the UK Identify target audiences: MS has focused on fashionable males and females from different ages who have enough money to spend on the trendy dress and want to enhance their social image between their peer. Ø Analysis the situation Analysis the competitors: The main competitors of MS, GAP, HM, and Top shop, which are distinguished by fashionable clothes and they has focused on the trendy of fashion .As a result, they are called fashion retailers not clothes retailers In terms of Gap, which operates 4,171stores worldwide and the target market is 15-35 age groups. Gap promotes nationally towards young fashion consumers. Promotional campaigns do differ, however. Gap has entered above the line into a programme of intensive primetime television advertising. (Newman Patel, 2003) Concerning HM Analysis the market: Fashion market, which is considered as one of the most profitable, dynamic and competitive area in the UK (Newman Patel, 2003) .The fashion market is considered dynamic because consumer behavior in this market is distinguished by a sudden desire to buy and fluctuating customer tastes. Therefore, new opportunities are available in front of the companies and advertising agencies in this market to create added value for their potential consumers and influence directly their purchasing pattern by integrated marketing communication (Newman Patel, 2003). The fashion market is competitive market because, according to Moore (1995), growing the market shares of foreign fashion retailers in the UK, such as Gap and Benetton and reforming some fashion retailers like, Next. Ø Defining the marketing communication objectives MS has had two objectives in its marketing communications campaign. It has tried to show that its products have been characterized and differentiated from the competitors products by its high quality, stylish, great value (USP) and to enhance the perceptions of consumers in terms of quality and fashion( MSs annual report, 2008). Ø Managing the marketing communications mix At the end every season from each year, MS carries out marketing communications campaign. On 8 November 2007, MS launched marketing communications campaign and used the advertising (TV, cinema and the internet) as essential promotional tool in addition public relation (the website) and sales promotion (bonus). The ad, which is called Christmas Belles, was created by the advertising agency, Rainey Kelly Campbell Roalfe Y R, and was executed by a group of models. The models are Erin OConnor, Elizabeth Jagger, Twiggy, Myleene Klass and Laura Bailey who are well known names representing different age groups and each gorgeous model is wearing different clothes from MS range including lingerie and accessories . In addition to Hollywood actor Antonio Banderas who was chosen to attract the attention of menswear next to womenswear (Visit4inf, 2007). The song of the ad is called it is the most wonderful, which is singed by the artist Andy Williams The message, which has been conveyed by the campaign of MS, is â€Å"Quality worth every penny†. Besides; MS has tried to tell its target audiences that it has built its reputation in respect of quality since 1940 by establishing strict criteria which it continues to follow today. In other words, it has enhanced historical attributes of quality. The ad was screened on the TV, which could provide higher levels of awareness and reach to a large number of target audiences. Besides, it also was launched in the cinema because the commercial shown in the cinema made a stronger impression on the consumer .It was possible because it allowed for a longer advertisement that was also within cinematic technology in an artistically advanced package. At the same time the ad was launched on the internet to support the TV and cinema launch. Moreover, the viewers were sending the advertisement to each other by Email .Consequently, the commercial internet was effective in two ways spreading the message between the consumers and cost. Hence, a lot of viewers had seen the ad on YouTube during a few weeks. The new Website was Launched and it was connected to the campaign message .It was used as a complementary tool of TV and cinema .It was flexible and a reasonably cheap technique of getting an extensive target audiences and the company can get feedback from consumer by it (MSs annual report, Caemmerer; 2008, 2009). The last promotional tool, which was used by MSs campaign, is bonus which is considered as a type of sales promotion and it was used to encourage the target ardencies of MS to spend more. Ø Setting the promotional budget At the end of 2007 the marketing expenditure was  £145m more than half of expenses spent on the advertising (Birtwistle, 2007). Ø Evaluating the IMC campaign There are many evidences of success the marketing communications campaign of MS .First of all, The market share of MS in terms of clothes increased from 9,8% 2007 to 11, 2% in 2008 approximately 1,4%9 =  £4,095m (see figure 2).