The Impact of the Iom Report on Nursing Education Essay Example for Free

The Impact of the Iom Report on Nursing Education Essay The Impact of the IOM report on nursing education With an estimated 64 million people having seen the Institute of Medicine’s reccomendations on the future of nursing within the first year of its release, it is arguably one of the most influential pieces of medical literature of the 21st century, leaving a lasting impact on healthcare and paving an innovative path forward for the nursing profession. The institute of Medicine (IOM) is a nonprofit, unaffiliated orginazition. Its purpose is to provide advice to the government and private sector in order to make an informed health decision. The IOM was established in 1970, and for the past 40 years, the organization has been answering the nation’s most pressing questions about healthcare. â€Å"On October 5, 2010, the IOM released its reccomendations on nursing in the United States. According to the IOM report, it is crucial that nurses achieve higher levels of education and training in order to prepare themselves for the dynamic work environment in which they will participate (IOM Forum on Future of Nursing Summary, 2010, para 1. ) Higher nursing degrees provide nurses with more critical thinking skills; this will create efficiency and improved quality of care for the patient. In order to increase nursing competence, it is paramount that there is an improved education system that promotes continuous academic progression as opposed to the current disjointed system that is both archaic and ineffective. As well as increasing the percentage of nurses who attain a Baccalaureate in the Science of Nursing (BSN) to 80% by 2020, having at least 10% of BSN nurses to enter a master or doctoral program, and doubling the number of nurses who pursue doctoral degrees, the profession should institute residency training in addition to currently instrumented internship programs for novice nurses. It is not enough that nurses simply attain a BSN before heading directly into the nursing workforce; it is imperative that newly graduated nurses participate in a residency program. This provides inexperienced nurses with the opportunity to gain familiarity with leadership and collaboration, conflict resolution, and ethical decision making. This will provide nurses with the confidence and skills required to become successful, competent healthcare providers who will become future leaders and advocates of the nursing profession. The impact of iom report on nursing practice particularly on primary care and how you would change your practice to meet the iom report. Scope of practice barriers are particularly problematic for advance practice registered nurses (APRN’s) aprn’s and the expansion of healthcare organization that have increased the roles and responsibilities of nurses in patient care- such as veterans, health, administration/ remove scope of practice barriers, particularly for aprn’s. How I can change to meet the IOM reccomendations. I have taken the first step by enrolling in an ADN to BSN program. I recently got a certification in my specialty- maternal newborn nursing. With these skills, I will be able to not only advance my personal career, but also apply my knowledge to make the environment more efficient and beneficial for the patient. By incorporating research and evidence based practices in patient care, I will be able to assist the patient to the best of my abilities. A pivotal IOM recommendation was the expansion of opportunities for nurses to lead and diffuse collaborative improvement efforts with physicians and other healthcare members (The Future of Nursing Leading Change, Advancing Health Report Recommendations, 2010, pg. . ) It is an unrealistic goal to reach an improved quality of healthcare nationwide without the wholehearted cooperation and support of nurses. It is not enough for nurses to sit back and watch the changes occur; we must be proactive in the redesigning of national healthcare. By contributing the unique perspective of the healthcare providers who interact with the patients the most, the system can be improved to be more efficient and beneficial for patients, healthcare providers, and management. However, in order to achieve this level of active communication with industry leaders, nurses need strong leadership skills (The Future of Nursing: Leading Change, Advancing Health, 2010, 5-1. ) The IOM report essentially underscores this vital need for nursing innovators. Going forward, nursing programs and employers will further encourage leadership and teamwork development in addendum to conventional nursing courses. As a result, nurse leaders will be able to effectively convey their concerns and reccomendations and with the help of physicians and management, implement ideas into innovative and insightful policies.

IMC Plan Essay Example for Free

IMC Plan Essay Executive summary The strategy of this IMC plan is to extend Abercrombie Fitch target audience, young generation, to the senior segment; the reason by doing this strategy is because there are more potential customer that haven’t been discover yet, so if we can reach to those people, the brand can expand its market and gain more profit. Furthermore, the current image that AF holds in people mind might be a brand that provides casual luxury products or a brand that is only for young people, but if the brand can have the opportunity to upgrade its image to compare with those high-end brands, the brand value will increase dramatically. And so by, we must add the element of maturity into our brand image and appeal senior customer to purchase our product. In order to carry out this strategy, this IMC plan will use different marketing communication tools such as product placement, event marketing, advertising and public relationship to accomplish this goal. Eventually, after execute this new strategy for AF, more and more senior will consider AF is a brand not just for teens but also for them. Business situation review * Brand introduction: Abercrombie Fitch, also known as AF, is a renowned worldwide fashion brand that provides people the sense of causal luxury; it has a variety of product from the shoes that you wear on foot to the hat wear on the top, even fragrance and those exquisite accessories you can buy one at the store as well. Nowadays, AF has more than 300 branches within the U.S, and several stores around the world. The reason why AF is so popular recently is because the style of the product is unique and modern; furthermore, the products also possess high quality as well. Additionally, another reason that AF has such high popularity is because the affordable price, take the T-shit for instance, the average price is 25 to 30 dollars, if we compare AF to those famous brand such as Armani, Ralph Lauren, Calvin Klein, we can find out the price that AF stands is much friendly than the others. * Target market: The main market of AF is target at those young adults, from the age 18 to 25, different nationalities, color and characteristic, and those people who love fancy stuff but can’t afford extremely expensive brand. One of the things that AF attract people is the image that displays the personality of vivid, young but a great sense of mature. Many people might consider a brand that is for young population as premature, the massage that, however, convey from AF is the sense of fashion and the high-class feeling. Furthermore, due to the affordable price, young adult Can have the ability to buy such a brand that provides the sense of fashion and distinguish themselves among others. * Competitive Among the retail-clothing industry, there are various of brand that possess almost the same brand image as AF, but the reason why AF still can distinguish from those brand is because the unique brand equity that it stands. Therefore, although there are some attributes that similar with AF, we still can scrutinize into those nuance and seek out some different between each others, and that’s quite important to execute before doing our own IMC plan. Therefore, those brand listed below are similar with AF, and all in the same category. 1. HM HM (Hennes Mauritz AB) is an international fashion brand, which comes from Swedish. The target market of HM is for men, women, teenagers and children, and those people who love fashion products. The feature of this retail-clothing company is to provide fast-produce product that provides consumer the fast pace of trend, it means that the time from the design process to the product been displayed in the store is short. Because of that, consumer can enjoy those fashion products at the very first hand. The company has more than two thousand chain store around the world. Meanwhile, HM often co-branding with other fashion designer such as MARNI, VERSACEï ¼Å' LANVINï ¼Å'JIMMY CHOOï ¼Å'ROBERTO CAVALLI, etc. This strategy makes the product more valuable than before, and triggers the collecting enthusiasm among those consumers. 2. ZARA ZARA is one of the most famous fast-fashion brands in the world now, it owns by Inditex Group, a giant Spanish closing retail company. The company claims it only takes two week from producing a new product to any chain store. One of the marketing strategies that ZARA possess is that they don’t execute any commercial advertisement, instead of doing that; they transfer the capital to set up another branch. The target audience is those people prefer enjoying fast pace fashion product, and want to be distinguishes from other people. 3. Forever 21 Forever 21 is a fashion brand that from the U.S., and it has many branches in major cities around the world. The brand offers trendy clothing and accessories to those people who love exquisite product, especially the female market. The price position that the brand stands is quite friendly compare with those high-end fashion brands such as Armani, Gucci, LV, etc. 4. GAP GAP is a brand that owned by The Gap, Inc., an American clothing and accessories retailer. The target market that the brand focus at the first place is only on blue jeans and T-shit, but later the brand expands its product category to suit the needs of men, women and children. The personality of GAP is more general than those others brand such as HF, AF, Forever 21, and the spectrum of age for using GAP’s product is much broader as well. * SWOT analysis for AF STRENGTHS: 1. Acceptable price The price strategy is a very essential factor that determines the brand position. One thing that makes AF so popular is the affordable price; more people can enjoy certain level of luxury or fashion based on a friendly price. Because of the affordable price, fashion is not a privilege hold by those rich people. Take the price of a pair of jeans for instance; compare with a 190 dollars jean that DIESEL sale, the price of the jeans that AF is only around 70 dollars. Therefore, the friendly price is a factor that can strengthen this brand, and make more people interest in it. 2. Specific market audience Abercrombie Fitch creates a very specific target segment that helps the brand to focus on certain consume. The target audience consists of various people, but the most important factor is all about the young generation. Meanwhile, due to the specific marketing segment, the brand can come out with more specific strategy that makes them easier to reach through the consumer. 3. Strong distribution strategy There are several ways for AF to distribute its product; the first one is the brick and mortar store, such as those stores inside Macy’s. Second, the consumer can purchase the product online due to its own online store, allowing those busy people to shop instead going to the store. Meanwhile, some times there are some special promotion only carries out on the online store. 4. Unique atmosphere for shopping in store The atmosphere within the store provides consumer a really pleasant circumstance to shop, moreover, the unique decoration and the aura makes the brand distinguish from the others. 5. Stylish design The image that shows on AF’s product is simple but stylish. However, maybe there are fewer picture or character on the product, but the design that shows on all product convey a sense of modern and fashion, and that’s the reason so many people get appeal on this amazing brand. WEAKNESS: 1. Few branch chain store in the Asia and Europe market The number of the chain store within Asia and Europe market is way below the number in the U.S. First of all, during the past ten years, the closing market in Asia has growing extremely, and due to AF is an international fashion brand, the distribution strategy should emphasize on this booming area more in order to generate more profit and enhance the brand awareness and loyalty. Furthermore, when talk to fashion; the first place that pops out in your mind will definitely be Europe, such as London, Milan, Paris, etc. Thus, in order to strengthen AF fashion image, letting more people aware of this brand is necessary. 2. Provoking image In order to make the advertisement more attractable; AF usually use the idea of sex to appeal consumer. Lots of advertisement or picture imply some kind of sexual implication that some times makes people feel unpleasant especially those conservative. 3. Untruthful information via on-line advertising When AF is doing some kind of promotion via the on-line store, some time the information is not clear and not congruent with the information that they promoted in the brick and mortar store. 4. Similar design concept with the competitor Some time is a little bit hard to distinguish AF’s product from those competitor, not because the design but also the attributes of the brans parity, especially when the target audience is similar with each other THREATS: 1. Losing senior market Because the target market that AF holds is focus on the young generation, therefore, senior might not consider AF as the brand when they want to shop for garment. 2. Generate negative brand image The advertisement that AF usually conduct is by using sexual appeals to attract people, or using macho male or sexy female to enamor consumer. This, however, tactic might creates some negative feeling among the brand, the consumer; especially those parents might deems AF as a bran which is not ethical. 3. Losing market share due to brand parity There are several brands that possess similar product or design with AF. Therefore, how to distinguish each other will be the most important things that the brand needs to take into consider. Otherwise, the consumer can’t recognize the difference between AF and the others. 4. Losing market share due to few chain store oversea There are over 300 stores within the U.S, but just couple branches in the international market. In comparison with AF, many brand expand their chain store all over the world, letting more people enjoy the pleasure of shopping their products, such as HM, ZARA, GAP, etc. The sake of setting branches around the world is not just generate company’s revenue but also build up brand awareness in people’s mind, forcing people to familiar with the brand image and strengthen the brand loyalty. OPPORTUNITIES: There are many possible opportunities that AF can deal with, and each opportunity can set up different positive consequence that will provides somewhat benefit to AF and give the brand various direction to manage their strategy and fulfill the mission they possess such as adding the â€Å"Green† concept to the product, offer free modification among all pants, enhance the on-line system that gives more access for customer to shop or some special event like Issuing limited products. However, within this IMC plan for Abercrombie Fitch, the main idea that I want to express the most is the target market exist some certain possibility to generate more profit or brand awareness by playing more attention on those seniors. Based upon this idea, there are several opportunities that we can follow: 1. Make AF more suitable to senior by redesign the products The reason that redesign the product can appeal more senior customer is due to the style or graphic that display on the product might be deemed premature by those senior. Therefore, if the brand can place more effort on designing the right style senior likes, the brand can expand its target market to a higher level. 2. Change the stereotype that AF is a brand for young generation In the mind of people who love fashion product, AF always be considered as a brand for young people, not because the product itself, but also the image that the commercial present to the public. Thus, AF should dedicate more on the image, the image that convey more maturity. As a result, it will attract more senior customer to purchase AF’s product. 3. Positioning AF as a brand to senior Abercrombie Fitch can be the brand that provides not just the casual feeling but also the high level of exquisite perception. Expanding the product category to more mature product might be a way to strengthen the image of maturity. Meanwhile, AF can make itself be seemed as the level of those high level fashion brand such as Gucci, LV, PRADA, etc. This move will give the massage to the consumer that AF can also suit the need of their desire for the product that is fashion and also possess the personality of mature. Marketing objective According to the 2010 Form 10-k, Abercrombie Fitch Co. provided by the U.S. Securities and Exchange Commission, the revenue of AF is $ 3.469 billion, and it’s getting better compare with those previous years. In order to, however, make the company generate more profit and brand loyalty, we must scrutinize into those potential opportunities and carry out the best one, therefore, the marketing objective within this IMC plan is that Abercrombie Fitch will increase the revenue and develop more potential customer from expand the target market which is from the young generation to those senior consumer, by three years later. As we know, the target customer for AF is focus on those young generations, especially from the age 18 to 25. Thus, by extending the target audience, AF can attract more potential customer and gain more profit. 1. Product Within this IMC plan, we are not selling any particular products or item but rather the brand or any products that associated with AF. The idea of this plan is to expand the age segment in order to attract more senior customer than before. Therefore, how to make the products appealed to those older customers is the concept that me need to take into account, in addition, putting more mature element in the design process will give the final product a sense of maturity and a bit more fashion. Thus, the marketing objective at this part will be adding more mature flavor to the product and strengthen the product image to a high level that indicate the sense of maturity. After the fulfillment of this objective, Abercrombie Fitch will not just the brand only focus on young people but also justify the reason why the brand suit the senior as well. 2. Price Sometimes the price is the hardest part to decide in the process of setting objectives. Different brand price range from cheap to outrageous high, one of the reason that why AF is so popular is due to the affordable price, the price that most of the people can afford it. However, affordable price is not equal with the normal quality, adding value to the price, make the price value beyond the price itself. There is several ways to accomplish this concept such as providing a higher quality of customer service in order to enhance the relationship between both sides, or strengthen the brand image by making people believe AF is a brand that provides high quality merchandise. Eventually, the goal is to convince consumer the value of the price is way beyond the actual one. 3. Place Most of the time when shopping in the store, it’s obviously that the majority of customers are teenager, and one of the reason might be the environment is designed to attract the target market (young people), therefore, all the decoration or the aura inside the store is more like a young generation style, such as the picture on the wall usually are those macho men and sexy female; the perfume inside the store is so strong that you can smell it after you leave the store and the light is a little bit gloomy that some time make people feel dizzy. As a result, all the reason that I mentioned above might be the causes that hesitate senior to shop in the store. Therefore, the marketing object of this part is to create a better and comfortable environment for senior. Meanwhile, it’s important not just to provide a suitable circumstance to shop but also an understandable way to reach through. 4. Promotion One of the problem that we need to solve with the promotion is to break through the generation gap, this gap might seems nothing seemingly, but it sure does matter the way that the promotion take place. The reason that I mention it is because the way senior see through the promotion process is totally different than young people, therefore, the marketing objective is to concentrate on the meaning of the promotion, providing information that will attract senior customer to the store and also form the knowledge that AF is a brand not just for kids but also for adult. As a result, by using the proper promotion, AF can attract more people to generate more reputation, and boost the revenue as well. The central strategic idea Among those fashion brands, AF is the one that focus on the casual luxury segment, many people willing to buy its product due to the quality product and the fashion brand image, because of that, AF become one of the most popular apparel brand among the world nowadays. However, when talking about the position that AF stands, most of the people will consider AF as a brand that only suit for young people, most of the product that display in the store are hoody, T-shirt or jeans, those product usually deem as for children, but that is only the stereotype among all of us, if AF can attract more people that is older to purchase the product, the image will eventually change, and the brand will be widely consider as a mature brand such as Ralph Lauran, Tommy or Calvin Klein. As far as I’m concerned, the reason why I think expand the target market from young people to senior is a proper strategy for Abercrombie Fitch is because there still exist a great amount of potential customer th at can bring a huge profit to AF; having a bunch of young loyalty customer is not enough, the best way to build up a phenomenal reputation is to provide service to both junior and senior, make the brand broadly acceptable. Furthermore, when talk to those renowned brands such as LV, Gucci, Armani, we won’t consider them as a premature brand or a bran that is only suit for young generation or some certain group but a brand that provides high quality of exquisite product. The purpose of this strategic idea is not putting Abercrombie Fitch at the same position as those fashion brands that I mentioned above. The reason of this strategy is to elevate the brand to a higher level that provide the mature feeling that can attract senior customer, meanwhile, when more and more senior customer enjoy AF’s products, the brand image will become more solid and convince people that AF is a brand that not only suit for teens but also for adults. However, before starting this strategic idea, there are several thing that we need to reconsider, such as the communication situation, how’s the current communication channel looks like? What’s the tactic that Abercrombie Fitch utilized to reach through customer? Is the current tactic suit for our new customer? Those questions are the one we need to elaborated, and come out with a more specific plan that can appeal more people, especially senior, to purchase our product. Furthermore, we have to redefine our customer, make sure me know the attributes of their shopping behavior or even the style that those senior prefer, this effort will give us the knowledge to know our customer deeper and better. Communication situation analysis According to this strategic plan for Abercrombie Fitch, the main problem for senior to shop for AF’s product is the wrong cognition that the brand is only suit for young people, and because of this reason, most of the senior will rather choice other brand that will provides them the sense of maturity and possess the fashion feeling at the same time. Therefore, based on this obstacle, we need to convey the right information to the right person. Thus, the information must be via the right channel and the massage must be tailor to match what seniors needs. Nowadays, most of the information exposed through different media, and it’s easy for people to see. However, there is no such a No.1 option, different media has its own function, it can’t just apply to every one’s need. For AF, we can grab the message from various ways, such as the commercial lunched on the TV, the picture issued inside the magazines, the image display on the giant billboard, the store that we shop on-line or even the massage within the store. Those channels all can make a very well impression on us; therefore, the detail inside those channels will be the key factor to change people’s attitude. Take the magazine for example, in order to appeal senior customer, the picture inside the magazine can’t just use young people as model, it has to show some grownup that is mature enough to bring out the specific feeling. Target audience analysis When speak to Abercrombie Fitch, the first image or feeling that pop out consumers’ mind is the perception of vitality and youth, thus, the target audience for AF is focus on those young generations from the age18 to 25. Meanwhile, except the age, there are several attributes that possessed by those people, such as the tendency of collecting fashion products, or owning the ability to purchase fashion items to make themselves looks better. However, based upon the new marketing strategy, the final goal is to extend the age segment and bring more senior customer to this market, therefore, the new target audience among this marketing plan is the age from 30 to 50 and possess the following characteristics: 1. Self-Independent on the economic status Generally speaking, most of the young customers can’t afford to purchase a great amount of products at the same time because they are not self-independent on the economic status; they still rely on parents’ income to supply their daily cost, and subject to parents’ order. However, if the target audience is focus on those seniors who have a greater power of consumption than those youth, they can purchase more products and make the purchase decision by their own. Moreover, due to this customer characteristic, there will be more consumption either inside the store or the on-line purchase, and the revenue will have a sharp increase as well. 2. Live in the urban area There are several good parts that benefits the customer that live in the urban area, the first one is the people can have more access to purchase AF’s product. Although the Internet is so popular now, we can even purchase the product at the on-line store just for a click, but we still can’t have the virtual contact with the products. For customers, sometime is better for them to see the product by itself and give the product a try to make sure whether the item fits the person or not. Furthermore, most of the population lives in the urban area, and the majority of AF’s store locates at the central of the city. Therefore, the people lives in the city can have more opportunity and convenience to reach its products. Second, the latest trend and fashion info often starts from the urban area; the people lives inside the city can gain the first-hand information about the latest fashion trend. 3. Care about personal image No matter male or female, the target audience must have somewhat narcissism in her or his personality. They believe that wearing good-looking cloth and the right brand can creates the sense of confidence, and that’s the reason why they choice AF to be the brand they want. 4. Interesting in the fashion domain People who love fashion tend to pay more focus on the apparel industry, because there is a strong connection between each other. Every time there is a new product release or a product co-branding with a famous designer, the person will follow the news and try to participate in the event, and there’s a high percentage that the person will purchase the product. Positioning strategy analysis Positioning Statement: Among all the people from age 30 to 50, who love fashion products and enjoy wearing casual luxury apparel (Target audience) Abercrombie Fitch (Product/Service name) Is one of the most famous causal-luxury apparel brands in the fashion industry (Competitive set) That performs confidence, vitality and uniqueness to customer (Benefits proposition) Because of the high quality product and the stylish design (Product support) 1. Target audience In the positioning statement, the target audience is not just for those young people but also focus more on the senior market. Based on the Strategic idea of this IMC plan, the perfect age group is from 30 to 50, because they possess several preponderance such as having a job and a more stable income than those young people, thus, they have more opportunity to purchase AF’s products. Moreover, seniors usually have a better taste on closing than juniors, therefore, if AF can make those seniors become its loyalty customer, it can transfer the image that the brand is not just for young people but also for those mature adults. 2. Product/Service name According to this IMC plan, there are no specific products that the company wants to promote or use as a strategy to boost the sale. Our mission is to promote Abercrombie Fitch ‘s name and appeal senior customer to use our product. Therefore, the goal of this plan is to redress the image and promote the concept that the bran is more likely for senior. 3. Competitive set For Abercrombie Fitch, our competitive set is not just in the apparel business, but also the whole fashion industry. The products for AF are miscellaneous, so that’s the reason why AF can compete with different kinds of fashion brands. Furthermore, because the brand has already well known by the public, so they don’t have to put extra effort on creating brand awareness. 4. Benefits proposition The people who wear AF cloth or use any of its products can feel a sense of fashion and confidence due to its unique position in the market. The feeling that elicit from the product can be somewhat energetic and mature, and that’s the feeling, which appeal to most of the consumer to purchase its product. Meanwhile, based on the new strategy, we want customers to have a different experience than before by means of a much mature image that can persuade senior to get involve in it. 5. Product support The reason why AF is so popular around the word is because the stylish design and the unique image that convey to the world. Those apparels or products that design by AF are usually simple but modern; there is no fancy figure or glary color on it. Therefore, the brand is easy to distinguished from the other competitors, and also that’s the reason why I think the strategy to expand the age segment to a higher level is feasible, because usually the more simple trait that the product possess, the more easy for the product to be considered mature, and that’s the thing our new potential customer wants. Communication objectives and strategies Although there are various brands within the fashion industry, different people choice the brand that suit them the most, sometime is based on status, some time is based on personal taste; however, the reason why so many people, especially teenagers, appealed by AF is owing to its stylish design and vigorous image. However, the problem of this IMC plan is how to get seniors involve in this brand and turn them to up hold AF’s products. Thus, the communication object is to send the massage to the target audience and boost the revenue by convincing people that the brand is not just for teens but also will be the best choice for seniors to purchase when they need closing. In order to accomplish the communication objective, there are several strategies that listed below: 1. To create a suitable environment for senior to visit AF stores In order to fulfill this strategy, we must conduct some research to realize what’s the key element that triggers senior to shop and what’s the condition that make them feel comfortable while they doing purchase. The reason for doing this strategy is because the current environment is designed to attract young consumer, therefore, in order to attract senior customer, the company must figure out the best shopping environment to appeal them to come. 2. Promote the idea that Abercrombie Fitch is a brand for senior Refresh the original image of AF and put the sense of maturity into the brand whereby senior feels like this special brand is for them. In order to execute this strategy, we must use different marketing tools and various mediums to accomplish this mission. More details will be illustrated in the last part of this IMC plan. 3. Move Abercrombie Fitch’s image up to those high-end fashion brand such as Calvin Klein and Ralph Lauran. The purpose of this strategy is to let people build the connection for AF to those high-end brands in order to increase the brand value. By strengthen the brand value, more people, especially senior, will consider AF as a phenomenal brand to purchase. Program of tactics and executions With regard to this IMC plan, there are various tools to accomplish this mission; different tactic has its own advantage so we need to slice them together then maximize the great amount of benefit from it. There are so many disciplines such as advertising, personal selling, PR, etc. Therefore, sometimes we just can’t use them all; we have to select some of the most effective ways to conduct the strategy that we came out with. And so by, according to this plan, several tactics will be elaborated in the following paragraph: 1. Product placement The reason why this alternative marketing tactic is a great choice for this strategy is because by using this method, not just the product of A F can expose to the customer but also the image. When the products display inside a movie or commercial, the audience will have a chance to see and have the perception of it. Meanwhile, this tactic has been so popular for quite a long time and most of the company considers this tactic as a great ways to promote their brand or product, so the potential influence on customer is quite huge. Therefore, based on our strategy, we will expose our product or our brand image to the public, but we need to place it in the right place and person. We will execute our plan by putting AF’s products or logo on senior who take part in the movie or commercial, the reason why we are doing this is because we want the customer who is in front of the TV or computer to deem the brand is looking good on those people. Generally, we seldom saw A F’s product wearing on senior among any program, so that’s the notion we want to convey to people. Furthermore, in order to illustrate more specifically, we will choice certain people or program to expose our brand image, take the actor for instance, when choosing the people to wear our product, we might consider senior more than young guys, the actor such as Gorge Clooney or Sarah Jessica Parker will be the best candidate for translate the new image of maturity to people. In addition, we must pick the right movie or TV program to place our brand into it, because some time if the movie or program is for teens or children, the purpose of this action will be not successfully accomplished. 2. Advertising There are various ways in advertising, each of one has it own advantage, however, in this case, there will be only few channel that appropriate to accomplish this goal, such as: * Television In nowadays, people can get a slew of information from TV, and it is also the best way to create awareness. According to this channel, the best way to convey the information that the brans is not only suit for young people but also adults as well is to launch a commercial that carry the image of senior wearing A F product and shows how confidence they can be just because the brand can bring the sense of fashion and maturity. When people, especially seniors, see the commercial frequently, they will gradually change the original brand image in their mind. * Magazine There are tons of different magazine in the field now and it has possess several advantage such as high marketing segment, longer attention to ads, high color quality, etc. We, however, can’t put our advertisement in all of them, we must be specific, choosing the right one that can reach the right person, therefore, according to the strategy, the target magazine will definitely be those fashion one such as Elle, Ebony, Vogue, People and FHM. Furthermore, in order to promote the perception of mature and professional, those famous magazine such as TIME, Economist, ADWEEK will also be taken into consider. Take TIME for example; in order to give the audience an explicit impression, we might consider buying a whole page for our ad, thus, once the reader start to read, the image of our brand will unfold in front of them. * Outdoor The place that can display the ads are not just in the TV or magazine, there are many places we can use in the public area to show our brand image and product advertisement, such as the giant billboard out side, the bus stop next to your house, even on the public transportation can have a space to make advertising. Therefore, we will display our brand image in those places that people gather the most; make sure our exposure can reach people as much as possible. To make this tactic more specific, A F will runs this method by putting out senior celebrity image such as Gorge Clooney; the image of him will mostly convince people that AF is a brand that fits on senior and it looks good as well. 3. Public Relations In the tactic of PR, our goal is to build the right image we want, and let people feel positive that this new brand image is positive. Therefore, by using all the tools of PR such as the news release, annual report, news conference etc. we want people to know the brand is extending its image to a higher level, and will provides customer a better feeling that will appeals to those senior customer. To execute this strategy by using PR, we might have to combine different tactic to maximize the outcome. For instance, in order to spread the new image out, we might need to set up some event or co-branding with the others. And so by, we might need to set up a news conference or launch a press release to run our story to the public. In addition, one of the functions of PR is to create positive image and strengthen company’s reputation, so by sponsoring special event such as the Oscar ceremony, LPG golf tour and the Grand slam series; the image of AF will be seen not just a brand that provides causal luxury apparel, but also a brand that possess high-end perception and the sense of maturity. Furthermore, in order to let people understand the reason why the company comes up with this idea, and to convince senior to use its product; the company can release some article that is relevant to this topic, getting people familiar with the new idea. 4. Celebrity Endorsement By using well-known people to promote its product can make the brand image more clear and gain more attention. In order to make our brand shine and bright among the public, the company is imperative to choose the right person for endorse its product, several condition such as the person need to have a positive image that well accepted by the public, the person’s personality needs to match with the brand or the product; otherwise, people will think the brand has no connection with the person, and that will make the credibility decline. So, in order to fulfill the condition and match the strategy we set up, we will invite celebrity such as Gorge Clooney, Brad Pitt, and Robert Downey Jr. to be our spokesman; and by using their mature charisma, more people will convert their first image of AF and turn in to the perception as the strategy we wanted. 5. Event marketing In order to promote the strategy and boost the sale, we can create several events to accomplish this goal; more detail will be elaborated in the following paragraph: * The â€Å"A† membership To create loyalty customer and reward them for their purchase, we will conduct a membership program that give them the benefit as a return. The program will run first with applying our membership card and join the AF club; after applying, every time when they purchase a certain amount of money, they can get some credit, and after collecting enough credit, the person can enjoy a perpetual 30% discount on every purchase afterward. Moreover, the person who gets a perpetual membership can receive a 100 dollars gift card on his or her every birthday. * The â€Å" I want to fly fashion† event In order to strengthen the function of our perpetual membership, we will co-brand with United Airline and American Express; every time when you take a flight with United Airline or purchase product from AF by using American Express, the person can receive bonus from it, and can use the bonus to purchase flight ticket or products within A F store. Conclusion Nowadays, Abercrombie Fitch is one of the most famous fashion brand in the world, the brand has it own unique image and special value, the trend of buying its product is not just happen in the State but also around the world. However, besides the current situation, the company has more opportunity to enhance its brand equity by expanding the customer segment to a higher level. In order to make the brand more accepted by senior, we must create another image that can appeal to them, make them feel the brand is not just for cool teenagers but also for mature adults. Therefore, the strategy of extending target customer to the senior segment can bring more profit to the company and form a new brand image, providing customer another high- end brand to shop and make them feel special.

Perception Visual System

Perception Visual System Critically evaluate two fundamental approaches to explaining perception. Perception is our sensory experience of the world around us and involves recognition of environmental stimuli which allows us to act within our environment which is critical to our survival. There are two contrasting theories which both seek to explore and explain perception. These two theories are the constructivist approach and the ecological approach. Both ecological and constructionist approaches branch out to explain depth perception, optic flow pattern, visual system, prior knowledge of visual objects and the surrounding environment and overall, give a greater insight into defining perception. In order for us to understand visual perception we have to look more closely at the different parts of the visual system to understand how the visual system works. According to Gregory â€Å"The task of the eye and brain is quite different from either a photographic or a television camera converting objects merely into images† (Atkinson, 2002. pg. 34), Gregory clearly explains from the aforementioned quote that the eye and the brain consists of many different stages from light entering the eye to the eye producing the image to which we perceive in the environment. The factors that generally make up this process are mainly consisted of the colour, movement, and brightness of the perceived image (Atkinson, 2002). The image below gives an indication into how the eye and its multi-different parts process light when entering the eye. In order for visual perception to take place, a number of processes must occur involving the structures within the eye and the brain. The human eye is comprised of many parts which work together to process light when entering the eye. When optical light rays pass through the pupil; the ray of light automatically transforms into information that the persons brain interprets (Wade, 2001). The cornea focuses the light on the lens once light has passed through the pupil of the eye. Following on from this step the lens then focuses the light by focusing the light across the back of the eye across the retina. Finally, the retina sends light signals to the brain via the optic nerve which is where the information is processed and depicts the image in which we see as the perceiver (Wade, 2001). These steps are crucial to allowing us to view images from the environment. Many theories argue and hypothesise ‘how the information is really produced within the visual system. There are many theorists who argue that perception is indirect. Indirect theory is based upon the notion that perception is built upon the intervening of memories and representations as far as the environment is concerned (Gordon, 1997). This means, according to Gregory, that the environment provides us with stimulated senses which we then receive as retinal images from the optical array of light, which is then processed by the visual system to produce an image from the viewed environment on the back far end of the eye (retina) to project the image perceived. Gregory (Grieve, 1986) introduced the ‘Hypothesis theory, which according to Gregory, the signals we receive from our brain are compared with our expectation of what we ‘expect to see and presume how an object should look like. The ‘Hypothesis theory, generally assumes that we ‘hypothesise what we see and predict the shape and size and depth of an object. Gregory (Grieve, 1986) used an ice cream as an example to prove his point further. Most of us have consumed an ice cream before, and so once we eat a future ice cream we hypothesise the fact that we may need to take precautions to not eat the ice cream too fast this time, if eaten fast the first time on contact with this object. This simple example can be used for many other objects too within the environment. No strong evidence of psychological research of this theory actually exists but it is a theory none the less to take into consideration when concerning the explanation of perception. Gregory (Grieve, 1986) argued further that perception is nearly always accurate despite the absence of a limited amount of signals sent from the brain to the visual system is not always obtained properly. For example, we see and perceive objects such as a familiar bus timetable that we can see from a far distance. We know what a bus timetable comprises of (destination, departure, and arrival times from a familiar route), although we can only see a ‘part of the timetable from the distance we make an assumption from prior knowledge to complete the missing stimuli and complete the image being perceived. Gregory (Gordon, 1997) argued that what we perceive of an object image in our minds changes based on prior knowledge, however the interpretation changes and not the object itself. Gregory (Bruce, 2003) also argued further that if we understand an image showing an object being smaller than in reality, ‘ponzo illusion going into a far distance, humans must use a substantial amount of information interpreted from the brain to distinguish and separate the image perceived to reality, as quite obviously the smaller size of the track couldnt possibly be this small in reality and so cognition corrects this illusion. According to the direct perception theory however, direct perception theory argues that all information required for visual perception is biologically obtained from prior knowledge which is in contrast to the indirect theory which states that new information must be processed through the visual system from the optical array of light. Gibsons perspective is based upon the ‘direct perception theory which according to Gibson is explained in the following quote; â€Å"Optic array of light provides a direct abundance of visual information which we use to project an image of an object from the surrounding environment.† (Gibson, 1986, p.g.12). What Gibson generally means from the aforementioned quote is that information of the viewed object is contained in the optic array of light in ‘direct contact with the eye, but also that the perceiver recognises and perceives his or her own environment from biological past senses, hence the meaning of the named, ‘Direct perception theory. This is a process of information pick up which tends to revolve around looking at objects distinctly and observing the environment. Gibson devised a rare study during the dangerous period of World War 2, a study concerning visual perception concerning American pilots landing an aircraft after studying training films taugh t by Gibson detailing visual perception. Gibson served in the U.S air force during the dark era of World War 2. Gibson was asked by a higher serving member of the army to produce training films which involved teaching the American pilots to land an aircraft in a safe manner. Before this even in Gibsons life, he only concentrated on perception involving non-movement, which did limit Gibsons research a fair margin. Gibson tried to understand how and what pilots perceive when flying and when landing an aircraft, which led Gibson to study the subject are of perception of motion (Gibson, 1986). While conducting this field of research Gibson discovered the ‘optic flow pattern which promoted his ‘direct theory for further proving that his theory has the correct view point upon perception (Gibson, 1986). ‘Optic flow pattern of course, proved to be, according to Gibson, information flowing through the optical array of light to our visual system information containing the objects and overall environment in which we see. For the pilots, this was an everyday occurrence and so became ‘used to their environment when landing their aircraft due to prior knowledge. Gibson (Gibson, 1986) argued that the new ‘optic flow pattern theory provides the perceiver with information regarding speed and distance of the perceived environment (pilot). The optic flow pattern appeared to the viewer as if the environment is moving away from the perceiver while the perceiver remains motionless in the cockpit (environment is flowing past the perceiver while the pilot remains ‘motionless in the aircraft). Gibsons direct perception theory as this led to the theory splitting into three other key areas such as; affordance, textured gradients and optic array. Affordance, according to Gibson, is attaching meaning to an object, such as climbing up and down a ladder and driving a car as a sue for transport and so on. From this ‘affordance theory Gibson rejected the long term memory theory which stated that we know what objects mean from past memory. Optic array, according to Gibson, provides information about the environment from the light entering the eye to providing images to the retina section of the eye. Gibson believed that this was more automatic so to speak and provided accurate and stable information about the object being perceived. As far as textured gradient is concerned, it was believed by Gibson that it provides information about the distance of the object and the speed or non speed of the object (Eysenck, 2005). Gibson findings from the field research concerning the American pilots produced two ingredients for further backing his theory; pole and horizon. The pole is the point of direction in which the viewer is moving which is in relation to the horizon, which is concerned with the height of the perceiver. Height is extremely important with regards to viewing objects, as found from the American pilot training research (Eysenck, 2005). The horizon from a ground level perspective when viewing a ponzo illusion shows the two line sin the far distance becoming smaller and coming to a non-parallel close, where as the horizon from a pilots view when looking down shows two plain parallel lines on a continuous pattern in comparison. Gibson concluded that from his research the constructionist approach was inadequate because the viewers perception is too ‘near perfect to be based on prior knowledge as this varies between person to person and saw perception as a very stable phenomena. Overall, Gibsons direct perception theory provided an important base for further research and developments. The two theories contrast each other when explaining depth perception. The ecological view argues that depth perception is perceived by biological cues which, for example, could be height in the field viewing the horizon. The pilot training experiment yet again proves to be a good example to use for aerial perception. (Objects are higher in the distance than nearby objects), texture gradients (faded objects in the distance). The constructionist view of perception argues for a different point of view. According to indirect perception theory, depth perception is only possible for the simple reason that objects are constant in shape and size and is impossible to just change appearance within the perceived environment (Schiffman, 2000). Relative size, according to indirect perception theory, gives an overview that although we may perceive different objects in the environment, different retinal images are produced from the different distance between each object, such as perceiving a different retinal image of the far end of the ponzo illusion although seeing the correct view at the nearest point of view to us. The two theories differ on their views when explaining the topic of visual illusions. The constructionists argue that we see three-dimensional illusion objects over 2 dimensional objects because the visual system and the brain perceives three-dimensional objects as a simpler object to project rather than two dimensional objects (Farah, 2000). Depth perception is key here as to the size, shape and the shadow effect that the object gives off during perceiving of the object. Critics have commented on the possible fact that the constructivist approach gives a computational feel effect when explaining and defending its theory (Farah, 2000). However, both theories are seen as computational, the difference is that the constructivists appear to process information that has nothing to do with sensory stimulation while the ecological approach however, flaws itself by only concentrating information found in stimulation; completely opposing the constructionist approach towards perception. Visual illusions work because the view we have is often of a very short time and usually two dimensional. However, the constructionist only go so far in understanding ‘seeing and not far enough in explaining how people assign meaning to illusions; much is yet to be explained further. The Necker cube is a good example of a visual illusion. As you can see from figure 2, when two lines cross, the picture does not show which is in front and which is behind. This makes the picture ambiguous; it can be interpreted two different ways. When a person stares at the picture, it will often seem to flip back and forth between the two valid interpretations, known as multi-stable perception (Humphrey, 1989). This illusion gives the impression that no sides of the cube are at all missing and that what the viewer is seeing is true. However, if you was to ignore prior knowledge, expectation, and assumption and viewed the cube from a total different angle you would come to the conclusion that the cube isnt what it appears to be as perceived. Viewing the figure picture from a certain perception point of view, it would appear that the cube is defying the laws of geometry. However, once the point of perception is changed to another angle we can clearly see that, from figure 1, it becomes clear that the beams are not solid as once thought (Eysenck, 2005). The illusion plays on the humans eyes interpretation of two-dimensional pictures as three-dimensional objects. This apparent solidity gives the impossible cube greater visual ambiguity than the Necker cube, which is less likely to be perceived as an impossible object. This wrong view of the cube on the left is also a good example of how wrong or flawed a theory can be due to the prior knowledge of objects from the ‘hypothesis theory by Gregory (1966). In conclusion, indirect perception believes that perception is built upon the fact that our visual system produces memories and representations of the environment which intervenes when viewing an object and the environment as a whole. Indirect theory also concludes that the (‘Hypothesis theory) the signals we receive from our brain are compared with our overall expectations of the presumed environment, along with our visual system predicting how a shape and size of an object should look like. Indirect theory also further concluded that prior knowledge and experience of an object helps us how to perceive it once more from viewing the object in the past (bus timetable) from a far distance. However, Gibsons direct perception theory can be concluded that from Gibsons own personal research, perception is based upon the optical flow pattern which contains the array of light, attached with it, information needed to reproduce this viewed environment from any angle and distance. Pole position from Gibsons research showed an illusion where the aircraft appeared to be motionless while the environmental moved past and around the aircraft, this produced the temptation for future researchers to investigate the subject of motion. Both theories show an intriguing insight into perception, however, neither one of the aforementioned theories appear to explain how the visual system works, as each theory is flawed and only produced a speculation into how the visual system functions. With future theories waiting to be introduced we may finally be able to answer the question, how does the visual system work?. References 1. Atkinson, J. (2002) ‘The Developing Visual Brain. Oxford: Oxford University Press 2. Bruce, V. (2003) ‘Visual Perception: Physiology, Psychology and Ecology. 4th edition, Hove: Psychology Press. 3. (2005)Necker Cube Experiment. Available at: http://www.bbc.co.uk/apps/ifl/science/humanbody/mind/surveys/neckercube/decision?_next=index_1.tmpl  (Accessed on 18th January 2008). 4. Eysenck, M and Keane, M. (2005) ‘Cognitive Psychology: A students handbook, 5th Ed. Psychology Press. 5. Farah, M. (2000) ‘The Cognitive Neuroscience of Vision. Oxford: Blackwell Publishers. 6. Gibson, J (1986) ‘The ecological approach to visual perception. London: Lawrence Erlbaum Associates. 8. Grieve, J. (1986) ‘Neuropsychology for occupational therapists: assessment of perception and cognition, 2nd edition. Oxford: Blackwell Science 9. Gordon, I (1997) ‘Theories of Visual Perception. Chichester: Wiley. 10. Humphrey, G. (1989) ‘Visual Cognition: Computational Experimental and Neuropsychological Perspectives, Hove: Lawrence Erlbaum Associates. 11. Necker Cube and Impossible Cube. Available at: http://www.thebestlinks.com/Image__3A__Necker_cube_and_impossible_cube.PNG.html  (Accessed on; 18th January 2008) 12. Paterson, A. (2005) ‘Perception and Visual Cognition. Available at: http://www.psy.gla.ac.uk/~martinl/Assets/PVC/PVCL3ML.pdf (Accessed on: 16th January 2008) 13. Schiffman, H. (2000) ‘Sensation and perception: an integrated approach, 5th edition. New York: Wiley. 14. Wade, N (2001) ‘Visual Perception: an introduction. Hove: Psychology Press.

Essay on the Importance of Enobarbus in Antony and Cleopatra :: Antony Cleopatra Essays

The Importance of Enobarbus in Antony and Cleopatra   In Shakespeare's play, Antony and Cleopatra, we are told the story of two passionate and power-hungry lovers. In the first two Acts of the play we are educated to the fact that they are entwined in an adulterous relationship, and that both of them are forced to show their devotion to Caesar. Along with being introduced to Antony and Cleopatra's strange love affair, we are introduced to some interesting secondary characters. The secondary character most important to the theme of the play is Enobarbus. Enobarbus is a high-ranking soldier in Antony's army who it seems is very close to his commander. We know this by the way Enobarbus is permitted to speak freely (at least in private) with Antony, and often is used as a person to whom Antony confides in. We see Antony confiding in Enobarbus in Act I, Scene ii, as Antony explains how Cleopatra is "cunning past man's thought" (I.ii.146). In reply to this Enobarbus speaks very freely of his view of Cleopatra, even if what he says is very positive: ...her passions are made of nothing but the finest part of pure love. We cannot call her winds and waters sighs and tears; they are greater storms and tempests than almanacs can report. This cannot be cunning in her; if it be she makes a shower of rain as well as Jove. (I, ii, 147-152) After Antony reveals that he has just heard news of his wife's death, we are once again offered an example of Enobarbus' freedom to speak his mind, in that he tells Antony to "give the gods a thankful sacrifice" (I.ii.162), essentially saying that Fulvia's death is a good thing. Obviously, someone would never say something like this unless they were in very close company. While acting as a friend and promoter of Antony, Enobarbus lets the audience in on some of the myth and legend surrounding Cleopatra. Probably his biggest role in the play is to exaggerate Anthony and Cleopatra's relationship. Which he does so well in the following statements: When she first met Mark Antony, she pursed up his heart, upon the river of Cydnus. (II.ii.188-189) The barge she sat in, like a burnished throne, Burned on the water: the poop was beaten gold; Purple the sails, and so perfumed that The winds were lovesick with them; the oars were silver, (II.

Danger Underground: Nuclear Waste Disposal in Yucca Mountain Essay

Danger Underground: Nuclear Waste Disposal in Yucca Mountain Introduction The U.S. Department of Energy has proposed plans to deposit 70,000 tons of highly radioactive waste underground Yucca Mountain in Nevada. While many environmental questions and concerns have been raised about the safety of the waste disposal plan for the next 10,000 years, there appears to be no alternative. Waste from nuclear weapons and nuclear power plants are a serious environmental problem that will be present for generations to come. It should be society's responsibility to come up with more efficient sources of energy, despite the costs, to prevent the production of more hazardous waste in the future. The "nuclear age" produced 52,000 tons of spent fuel from commercial, military, and research reactors, along with 91 million gallons of radioactive waste from plutonium processing (Long 12). More than 90% of the waste that needs to be stored is from commercial nuclear power plants, and 10% is from defense programs (Environmental Protection Agency/ Yucca Mtn. Standards). The waste from defense programs primarily accumulated during the arms race of the Cold War. Waste produced from commercial nuclear power plants is currently stored in 131 separate facilities in 43 different states, most of which are east of the Mississippi (Wheelwright 2002). Several government departments are responsible for taking care of all this waste. The Department of Energy (DOE) runs the nuclear facilities and supervises cleanup performed by commercial contractors. The Environmental Protection Agency (EPA) is responsible for setting health and environmental waste standards for the long-term storage of waste produced by these facilities. The Department of Transportati... ... 2002. www.sacredland.org/yucca_mountain.html The Yucca Mountain Project. 2002. Referenced on 7 October 2002. www.ymp.gov/ U.S. Department of Energy: Office of Energy Efficiency and Renewable Energy. 2002. Referenced on 11 Nov. 2002. www.eren.doe.gov/RE/solar.html U.S. Environmental Protection Agency/ Yucca Mtn. Standards. 2002. Referenced on 7 October 2002. www.epa.gov/radiation/yucca/about.htm Watson, Roland. "Nevada Outraged by Eternal Dump for Nuclear Waste." The Times 24 Sept. 2002 Newspaper Source. Palni Site Search. Goshen College Good Library. 7 Oct. 2002. Wheelright, Jeff. "Once There Was A Mountain in the Desert of Nevada." Discover 23 (Sept. 2002): 66-76. Academic Search Elite. Palni Site Search. Goshen College Good Library. 3 Nov.2002. Why Not Yucca Mountain? 2002. Referenced on 7 October 2002. www.nvantinuclear.org/

george :: essays research papers

On May 18, 1952 George Strait was born into a loving family in Poteet Texas, U.S.A. Strait the second son of a schoolteacher was raised in Pearsall, Texas. As a young teen he developed an interest in farming after his father took over the family ranch. Strait had listened to country music his whole life but the record that really cemented his love for the music was Merle Haggard’s A Tribute to the Best Damn Fiddler Player in the World, that’s when it all began.   Ã‚  Ã‚  Ã‚  Ã‚  George Strait dropped out of college to be with his girlfriend, Norma. Shortly after, he joined the U.S army. There he began playing country music. Things really starting getting good for him in 1977 when he started having shows in Nashville. Then came a downfall. Strait realized he was to shy to do himself any justice. The only highlight in his life at that time was Norma and him had recently gotten married. Being the believing wife she is Norma would continuously remind him he had the talent and could do it, she urged him not to give up. Needless to say Strait did not give up and before he knew it he was titled the Entertainer of the Year.   Ã‚  Ã‚  Ã‚  Ã‚  George is not only loved because of his music, it is also the man himself. â€Å"George Strait is the best!!! My six year old daughter and I would just like for him to know that he is the greatest, He never let’s his fans down, he is a true country music artist. We also appreciate his values, he is a one of a kind man.â€Å" (SonicNet.com George Strait Bulletin Boards) Says Stacy Langston from Houston, Texas.   Ã‚  Ã‚  Ã‚  Ã‚  George Strait earned himself an entry into the Country Music Hall of Fame, four American Music Awards, eleven Academy of Country Music Awards, fifteen Country Music Associations Awards and Trade and Achievement Awards. The annual George Strait country music festival has been attended by more than three million fans. Amusement Businesses named it Touring Country Act of the Decade.   Ã‚  Ã‚  Ã‚  Ã‚  George Strait opened the eyes for country music. He is not only known for his amazing music but he is named the leader of country music. He has left a legacy behind him so he will never be forgotten.

Helping Field Essay

Professionals that enter into the helping field as a human service worker, enter into this field for many different reasons. They may enter into this field because they know someone that has a mental illness, they like helping people, or they follow in the footsteps of their parents or another family member who is working or has worked in the mental health field. The professionals that choose to enter into the helping field because they like to help people may think of it as an opportunity to help people in at-risk situations, like abuse, homelessness, or even illness. Human service professionals are in a wide variety of settings, like private, and government social service agencies, which simply to help people cope with their problems, and help them in solving their problems. Professionals that choose to enter into the helping field because they know someone (family member or friend) with a mental illness are more likely to sympathize with their clients and become some sort of an advocate for those that cannot stand up for themselves. These professionals also may have a little bit more of a passion and or drive to want to help other people like whom they know. Professionals that choose to enter into the helping field by following in their parents or other family members footsteps, have heard all kinds of stories about what was going on at work and how their parent or family member was able to help their client. Those that follow in the footsteps and those that know someone with a mental illness, are more likely to have more knowledge and insight about the human service profession as well as a genuine want to help other people be able to live a full and happy life. It takes a certain type of person to be a helper. They must have a passion and a drive to be able to help people or care for people, if they want to work in this profession. Most people don’t do this type of work for the money; they do it because they like to help people. There is so much need in the world for human services workers.