Maths yr 10 stats Cw

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Maths Year 10 Statistical coursework. Francis Newall

Introduction. I have been supplied with a database containing data about year 10 and 11 boys and girls in Mayfield School. I have to make up three Hypotheses, and prove them right or wrong throughout my project. I will use a large amount of various charts and graphs in order to do this. I was supplied with my data from Mayfield School, so the fact that I didn't collect it myself means that it is secondary data. There are many different methods of sampling, here are just a few

Random sampling - Randomly picking out samples.

Systematic sampling - This is where you have the whole population of the school and you pick out every 10th of 100th pupil.

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Stratified sampling This is where you divide the whole population of the school into groups of smaller sections and chose samples depending on the proportion of people in each group. You pick out these samples either randomly or systematically. I'm using Stratified Random Sampling, to make sure that the pupils have chosen are chosen totally by random. This is where you pick randomly from the groups you have made. The method of stratified random sampling is as follows

1. Firstly you need to work out how big your sample size is. For example, I have chosen to do a sample size of 41 this will mean that 41 of the pupils need to be stratified. Below is an example of one of the group's sample size.

Number of people in the group

_________________________ 100 x Eg.4

__ 100 = 5%

Total population of all the groups 70

Eg.100

__ = 4

5

Eg.71

__ = 17.75 = 18 pupils

4

. After you have worked out all of the group's sample sizes, you need to take one group at a time and pick pupils randomly. To dot his you either use the random button on a calculator or use excel.

. Once you have opened up an excel document, you need to click on a cell and type in, for example, '=4.' The number 4 can be changed depending on how many pupils are in the group.

4. You then need to click on 'Insert' and scroll down to 'function.'

5. Once you have entered 'Function', you need to locate the function name 'RAND', and double-click on it. A box will then appear from the top-left corner of the screen where you need to click on 'OK.'

6. A random number will now be in the cell that you first clicked on. If you click on that cell and then press 'ENTER', then another random number will appear. You need to note down however many numbers you need in your sample of one of the groups.

7. Now you need to open the group and find each random number along the left-hand side. You need to copy the 'Surname', 'Forename', 'Gender', 'Height' and 'Weight' for each of the randomly chosen students into a table. Finally you need to create a column for the BMI beside it. Into this table I have put all of my 41 samples.

Different types of data

I have been taught about two different types of data so far in my educational career, and they are Quantitative data and Qualitative data.

Quantitative data is data that is descriptive data, and Qualitative data, which can be either discrete or continuous. Discrete data for example, could be the number of children in a family, or shoe size (only certain values). Continuous data is data that can take any length, for example, hair length, weight or volume.

Hypothesis 1. - I predict that year 10 boys will have a larger body mass index than year 10 girls. Here are my sampled year 10 boys and girls.

Sampled Year 10 Boys

Student Number Surname Forename Gender Height(M) Weight(kg)

BMI

6 Smith Saf Male 1.8 64 17.1

5 Jones Nathan Male 1.54 76 .04

Dover David Male 1.1 6 16.

101 Stallin Joseph Male 1.84 6 18.1

65 Lister Kuta Male 1.6 7 7.4

15 Bonovan Liam Male 1.54 66 7.8

0 Singh Michael Male 1.68 64 .67

6 Leavy Thomas Male 1.7 71 .

Glintode Billy Male 1.55 50 0.81

1 George Wayne Male 1.75 68 .0

41 Hardy Jeff Male 1.7 75 .40

70 McManus Anthony Male 1.7 50 16.70

10 Taylor Lewis Male 1.0 80 .16

54 Kaura Kaz Male 1.66 6 .86

1 Slater Gordon Male 1.8 7 0.15

8 Smith Bill Male 1.55 7 46.45

51 Jones Paul Male 1.68 7 4.85

77 Pearce Robert Male 1.80 6 5.00

84 Robinson Mical Male 1.57 64 5.6

Carmichael Ryan Male 1.70 60 0.76

105 Urfon Homeed Male 1.6 57 1.71

4 Smith Arnold Male 1.54 54 .76

0 Browning Stephen Male 1.77 57 18.1

Aberdeen Richard Male 1.75 45 14.6

Edd Michael Male 1.68 5 5.11

57 Knott Mark Male 1.75 65 1.

6 Collins Alex Male 1.55 57 .7

8 Ray Adam Male 1.80 40 .

Smith Jason Male 1.68 4 14.88

41 Hardy Jeff Male 1.7 75 .40

104 Tumasi Rolo Male 1.50 65 8.88

75 Panjitsingh Mohammed Male 1.6 56 4.5

46 Honda Pablo Male 1.85 6 18.11

77 Pearce Robert Male 1.80 6 1.44

4 Hawk Matt Male 1.85 70 0.45

1 Black Joe Male 1.6 50 18.81

5 Fancropper James Male 1.81 56 17.0

78 Petit Neil Male 1.80 54 16.66

16 Brown Thomas Male 1.6 40 15.05

8 Gilroy Stuart Male 1.7 48 16.0

44 Hawks Tony Male 1.77 5 18.8

Sampled Year 10 Girls

Student Number Surname Forename Gender Height

(M) Weight(kg) BMI

14 Brown Emily Female 1.6 54 0.57

7 Sampras Paula Female 1.55 48 1.7

1 Chayse Erica Female 1.7 5 .05

50 Kelson Nina Female 1.80 60 18.51

85 Tahir Yasin Female 1.67 48 17.1

81 Slater Natalie Female 1.57 45 18.5

Connerly Jenny Female 1.70 48 16.60

78 Skully Josephine Female 1.60 66 5.78

7 Rogers Jade Female 1.65 5 1.67

Gorst Francesca Female 1.60 50 1.5

1 Brockley Maria Female 1.70 48 16.60

65 Owen Gemma Female 1.41 55 7.66

57 Martin Jane Female 1.67 48 17.1

7 Durst Freda Female 1.75 60 1.5

64 Morrison Nichole Female 1.6 48 18.06

5 Grimshaw Jane Female 1.6 7 7.0

4 Grimshaw Katie Female 1.7 50 16.0

87 Taylor-Wall Angela Female 1.70 55 1.0

80 Slater Sara Female 1.60 50 1.5

5 Lawson Karren Female 1.75 50 16.

Black Mia Female 1.75 57 18.61

5 Dean Samantha Female 1.70 50 17.0

18 Butt Sania Female 1.65 54 1.8

55 Long Anne Female 1.74 47 15.5

71 Roberts Sarah Female 1.54 45 18.7

1 Ali Aisha Female 1.5 45 1.47

17 Bullock Janice Female 1.7 51 17.

4 Ashiq Azra Female 1.60 56 1.87

0 Cell Jill Female 1.47 45 0.8

44 Hughes Donna Female 1.66 45 16.

4 Yo Rhonda Female 1.5 47 0.4

Fox Serena Female 1.0 40 11.08

46 Johnson Donna Female 1.68 50 17.71

0 Cell Jill Female 1.47 45 0.8

7 Bhatti Hannah Female 1.7 56 18.

65 Owen Gemma Female 1.41 55 5.45

81 Slater Natalie Female 1.57 45 18.5

6 Montogmerie Samantha Female 1.61 54 0.8

10 Blashaw Holly Female 1.7 51 17.04

Anderson Taz Female 1.80 60 18.51

1 Brandward Amy Female 1.65 5 1.46

As you can see, I have put a next to the last student on the list, Amy Brandward, as on the original data we were given, it said that she was 4.65 metres tall, which is very improbable! So I believe that this must have been a typing error, and I have changed it back to what it probably was originally, 1.65m.

As all of my hypotheses contain something about a BMI (Body Mass Index), I think I should explain how to work it out

Weight (kg)

BMI= __________

[Height (m)] ²

To try and prove my first hypothesis right I will show the Standard Deviation of the two sets of data, a stem-and-leaf diagram and a box and whisker diagram.

A Stem and leaf diagram to show year 10 boys' BMI against year 10 girls' BMI

Key for boys- 11 = 11.. 15 0 = 15.0. 14 6 8 = 14.6 and 14.8

Key for girls- 0 11 = 11.0. 5 15 = 15.5. 6 14 = 14.6 and 14.

Girls Boys

0 11

1

1

14 6 8

5 15 0

6 6 16 0 6 7

0 0 7 17 0

6 5 5 5 0 18 1 1 8 8

8 5 5 5 4 4 4 1 4

8 8 8 5 0 1 4 7 8

8 6 1 7

1 6 7 8

4 4 7

4

7 5

6

6 0 7 4 8

8 8

0

0

1

0

4

5 0 1

6

7

8

40

41

4 8

4

44

45

46 4

Box and whisker diagrams to show year 10 boys' BMI and year 10 girls' BMI

Boys

Min = 14.6

Max = 46.45

Median Q = 1.45

Q1 = Lower Quartile = 18.1

Q = Upper Quartile = .7

Girls

Min = 11.0

Max = .0

Median Q = 18.75

Q1 = Lower Quartile = 17.

Q = Upper Quartile = 1.

Standard Deviation, workings on year 10 boys and year 10 girls data.

Year 10 Boys data

The formula most commonly used to find the standard deviation is

Where N is the number of data points in my data set, and xj is the jth data point. The x with the bar over it is the average value of the data. This is also the formula used here.

If your data is known to follow the bell shaped curve (or is normally distributed or Gaussian distributed data), then 68% of your data points should fall within ± 1 standard deviation of your datas average.

In this set of year 10 boys data, I have 41 total data points. If you examine it carefully, you will see that that 7 data points are between 15.87 and 0.8.

The variance is the standard deviation squared. So for this set of data, the variance is 5.605

Year 10 Girls data

In this set of year 10 girls data, I have 41 total data points. If you examine it carefully, then you will see that 7 data points are between 16.05 and .5.

The variance is the standard deviation squared. So for this data, the variance is 11.5

Hypothesis . I predict that boys in year 11 will be taller than boys in year 10. To be able to do this, I need to have some year 11 boys samples. I shall use the same year 10 boys from hypothesis 1 to compare to the year 11 boys.

Here is my sample of year 11 boys.

Student number Surname Forename Gender Height (m) Weight (kg)

6 Berk Stephan Male 1.77 57

66 Paul Niel Male 1.7 64

47 Khan Assad Male 1.68 6

7 Horney Anthony Male 1.81 54

11 Brown Kevin Male 1.85 7

16 Cripp Justin Male 1.67 50

1 Cunning Kenneth Male 1.51 40

7 Singh Norman Male 1.51 8

5 Major William Male 1.8 68

8 Hossany Selim Male 86

18 Cullen Sam Male 1.55 54

1 Cunning Kenneth Male 1.51 40

77 Solomons Ian Male 1.7 7

81 Warne Michael Male 1.84 76

45 Kent Philip Male 1.86 80

7 Simmons Russell Male 1.65 50

Dixon Graham Male 1.6 5

80 Vincent Nigel Male 1.8 6

4 Fairfax Jacob Male 1.6 51

14 Chidgley Steven Male 1.6 5

4 Johnes Jimmy Male 1.4 80

1 Dixon Rico Male 1.6 8

50 Little James Male 1.65 47

5 Major William Male 1.8 68

74 Slim Andre Male 1.7 50

58 Mole Adam Male 1.64 60

70 Rottecth Amine Male 1.61 4

Ballson James Male 1.5 60

64 Oliver Marcus Male 1.57 4

75 Smith Michael Male 1.5 45

47 Krane Assad Male 1.68 6

Hughes Mark Male 1.65 58

1 Armstrong Simon Male 1.67 66

6 Fasworth John Male 1.7 7

10 Boggart john Male 1.75 60

48 Lee Brett Male 1.8 75

5 Bentley James Male 1.1 8

4 Lewis James Male 1.68 56

15 Chinny Anthony Male 1.6 56

51 Madalin Joseph Male 1.6

56 McDonald James Male 1.6 50

6 Olderson Stuart Male 1.6 48

To prove this hypothesis correct or incorrect, I shall do a scatter diagram and a bar chart.

Two scatter diagrams, one showing year 10 boys and the other showing year 11 boys, both according to height

Average height of year 10 boys = 1.80m

Average height of year 11 boys = 1.7m

Hypothesis . I predict that the taller you are, the higher your BMI will be. Here are my randomly chosen samples that I will need to do this hypothesis. I have not included any additional information except for the information that I will need to know

Year 10 boys

Weight (kg) Height (m) BMI

57 1.8 17.

57 1.6 1.7

58 1.7 1.6

40 1.6 15.1

60 1.80 18.5

56 1.61 1.6

56 1.60 1.8

64 1.55 6.6

75 1.7 .4

5 1.77 14.

68 1.80 1.0

57 1.77 18.

Year 10 girls

Weight (kg) Height (m) BMI

55 1.70 1.0

66 1.67 .7

57 1.67 0.4

54 1.6 0.

5 1.65 1.5

45 1.7 15.

56 1.56 .0

54 1.71 18.5

54 1.65 1.8

48 1.67 17.

Year 11 boys

Weight (kg) Height (m) BMI

6 1.68 .

54 1.55 .5

5 1.50 15.6

57 1.77 18.

54 1.58 1.6

7 1.78 16.7

6 1.80 1.1

51 1.6 1.4

54 1.70 18.7

Year 11 girls

Weight (kg) Height (m) BMI

54 1.65 0.0

44 1.6 16.6

45 1.60 17.6

48 1.58 1.

44 1.6 16.6

51 1.7 17.

8 1.6 14.

60 1.75 1.6

51 1.6 1.7

4 1.5 16.6

54 1.65 1.8

44 1.6 16.6

I shall do four separate scatter diagrams, one for each table, and then I shall see of there is any correlation between height and BMI.

Here are the four scatter diagrams.

Conclusions of all three hypotheses.

Hypothesis 1- I predicted that year 10 boys would have a larger body mass index than year 10 girls.

This prediction was indeed, correct, as we can see from the scatter diagrams, the stem and leaf diagram, and especially the box and whisker diagram. One of the key points to note, is that the boys' minimum BMI was 14.6, whereas the girls' minimum BMI was 11.0, a difference of .6, and the largest clue to the end result of boys having a larger BMI than girls is the fact that the boys' maximum BMI was 46.45, compared to the girls' maximum BMI of .0, a huge difference of 17.45!

One of the reasons that boys have a bigger BMI than girls may be the fact that boys tend to be stronger than girls, which means that they have more muscle. Muscle weighs more than fat, which may be why a lot of the boys had quite high BMI's, as the range in which a healthy BMI lies is 18-5.

Hypothesis - I predicted that boys in year 11 would be taller than boys in year 10.

This prediction was incorrect, as the average height of the year 10 boys was 1.80m, and the average height of year 11 boys was 1.7m.

This was a very unexpected result, as usually older people tend to be slightly heavier than people 1 or years younger than them.

I don't think this was a case of randomly picking small year 11's and tall year 10's, as one of my friends who predicted that year 11 girls would be taller than year 10 girls found out that the year 10 girls were taller than the year 11's, just like me, although I have not studied or looked at her graphs so I do not know how different they were.

Hypothesis - I predicted that the taller you are, the higher your BMI will be.

As you can see from my scatter graphs, there was no correlation between height and BMI, so therefore if someone is tall doesn't necessarily mean that they have a high BMI, as we need to take into account that weight is also included in the BMI, and we need to realise that someone who is tall probably has the same body structure as someone who is an average height. This means that even though they are taller, they are heavier because of this. This is why people who are taller do not necessarily have a higher BMI than an average person.

Possible Bias

Not all the pupil's measurements would have been measured at the same time and so they may have varied. If someone's weight was measured just after they had eaten then it would obviously be higher.

Final note

I feel I need to point out, that unless we take a survey including everyone in the whole world, the results I have come up with only suggest that, for example, boys have a bigger hand-span than girls. Also, I may have just randomly picked pupils that would tend to swing the results one way or the other, for example, for my second hypothesis, where I predicted that year 11 boys would be taller than year 10 boys, I may have just randomly picked big year 10 boys, and small year 11 boys, as I have already pointed out in my conclusion of the nd hypothesis.

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Alcoholism in Cheers

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The belief of most of the Unites States used to be that alcoholics were mean spirited, good-for-nothing, lazy, wretched men who liked to fight frequently and swear in excess. With the stereotypical television drunkard being homeless, a gambler, or just a plain loser, this myth was perpetuated. The myth was perpetuated until Cheers came along. It gives unrealistic portrayals of alcoholics in politically correct and friendly ways. The alcoholics never hurt anyone or say anything offensive in the Cheers universe, and this is how the viewing audience is beginning to view alcoholism as a whole; not as a disease, but as a source of lighthearted humor. They are wrong, very wrong.

The audience sees the cast of Cheers drink their sorrows away on every episode. The bar patrons and servers do not react in a realistic way to the alcohol that they've been imbibing. They neither feel it's affects immediately nor do they ever exhibit the signs of either an alcoholic or even a lifetime drinker. All of the characters appeal to a certain part of the viewing audience and are easy to form a strong connection with, and thus influence the entranced viewer. Exposing the characters for what they would be like if they existed in the real world and not just a sitcom will lend valuable insight to the television viewers and allow them to see that even their cute alcoholic prime-time role-models should have problems too Problems that are conveniently never mentioned in the scripts or brought into a realistic perspective by the writers.

The above problem will be discussed mostly in the following format A brief description of the actual character should suffice to lend familiarity to the reader who knows little about Cheers. Examples of that characters behavior will be included with episode identification to show instances where the character exhibits those particular traits. After that there will a section explaining what problems and basic personality changes the character's alcoholism would cause him/her in the real would, and taking that into account the previously discussed examples of behavior and how the real-world problems caused by an addiction to alcohol would cause them to react differently.

Cheap Custom Essays on Alcoholism in Cheers

Heather L. Hundley wrote a critique concerning The Naturalization of Beer in Cheers. She discussed Cheers role in causing beer drinking to be considered a normal part of the day. Instances were cited where beer was treated as casually, if not more so, than water in this sitcom. She went a long way towards proving that a flippant attitude towards beer was the cause of the problem that will be discussed here. It will soon be seen that a casual attitude towards alcoholism in the entire show is the problem itself.

The show ran for eleven award-winning years and broke more than one record. It is set in a Boston bar named Cheers whose exterior is the Bull Finch, a real life Boston bar. The series began with five regular characters in the first season and ending with seven regulars in the last season. Only three of the characters made it thought the entire run of the series which makes a total of ten regulars in Cheers. Almost all of them can be viewed as having an addiction to alcohol for one reason or another. They may not always be seen with a drink on screen, but the complications arising from their problems are easy to find.

Nicholas Colasanto played 'Coach' Ernie Pantuso for Cheers first three seasons. He was a kindly old man who ran a tidy bar but was awful at giving advice. Coach always has a smile on his face, and is rather oblivious to all the problems going on around him while still managing to be a convincing father figure. He used to coach Sam when he was playing baseball, but is now happy to take orders from him. He isn't senile, but has a very childlike approach to most problems. He is too shy to confront his daughter about her sleazy fianc (October 8, 18) and needs an inspiring pep talk from the others to get the courage. In And Coachie Makes Three (January 1, 184) he doesn't let Sam and Diane have any time alone so they try, unsuccessfully, to set him up with a girl.

The character of Coach appeals to older men, mostly those who are retired, by being well liked and capable in a job. In the real world he would probably be bitter because Sam is now his boss. The series never deals with anything concerning the coach's drinking. He is seen with drinks, but no mention is ever made of the obvious damage that it is doing his liver and kidneys.

If he was a true to form ex-baseball manager his drunk side would have more dominance over his personality. In the Coach's Daughter (October 8, 18) he wouldn't have needed a pep talk to confront the fianc, he would have hopped over the bar and punched him the moment that his daughter was insulted. During the January 1, 184 episode he would have been spending too much time with Sam and Diane for a different reason, be it inability to cope with the world or being to drunk to function, and would have been much more angry when he found out that they were trying to get him off if their backs.

Woody, played by Woody Harrelson, was the character with childlike innocence who replaced coach. A naive farmboy, Woody was unaware of all the complexities of life in the city including female roommates and the home shopping channel. He wasn't an alcoholic, but had problems with alcohol. In one episode he was staggering around drunkenly after a few woman problems when Norm began a conversation

Norm Geesh Woody, how many have you had?

Woody Four I guess.

Norm Wow, four beers and you're this drunk?

Woody No, four sips.

Woody appeals to all the viewers are either children or aren't heavy drinkers. His exploits teach the lesson that it's perfectly acceptable to have a low tolerance for alcohol as long as one occasionally overindulges. This encourages binge drinking and drinking to ease depression. Both of these are signs of alcoholism. Woody exhibits them both.

Kelsey Grammer is the character of Dr. Frasier w. Crane, a psychiatrist who was in the bar a great deal between the fifth and last seasons. He drinks to numb his feelings about his job, and sometimes out of depression. Both in the fourth season and when his wife leaves him he drinks himself into a liquor induced stupor (November 5, 1). His actions and dialogue are funny and those in the bar feel bad for him, but still chuckle along with the laugh track. His drinking is both constant and full of binges. His alcoholism causes him to do rash and unpredictable things such as live in a monastery to find renewal(September 6, 185) but in the very next episode he becomes a janitor so he can pay off his bar tab (October , 185). In later season he marries a frigid woman, the only one that he can get, Lilith. She is cold, deadpan, and emotionless. They have a child, but Frasier feels that they aren't spending enough time with the baby and decides to do something about it (November 1, 10).

Frasier is an intellectual giant compared to everyone in Cheers save Diane and occasionally Cliff. Dr. Crane knows this, but never flaunts it. If he were to actually get drunk and start talking he would say very hurtful things to the others in the bar. He has a lot of pent up anger, anger which he takes out by being rash and unpredictable, anger that would come out in conversation in given the chance. He marries the only woman that he can find who is his mental equal ends up unhappy about the situation although he never confronts her. He promises to spend more time with his child, but only a few episodes later (April 1, 11) Sam is babysitting for Frasier. The character appeals to rational people who would love to show their wild side after a few drinks. He encourages alcoholism as an escape from what is bothering a person, and as an excuse to make rash and foolish decisions.

Sam Malone, the only one without a drinking problem. It is common knowledge that the character, played by Ted Danson, was an alcoholic before the series was began, but has gone clean. He is always seen drinking club soda or water. He had a relapse in Rebound (September 7, 184) and Coach has to get Diane to help get him out of his slump. He makes up for his addiction with women and fast cars.

Sam appeals to all men, but does not encourage alcoholism. He encourages large egos, debauchery, meaningless sex, and lies. With all of the troubles that befell him during the eleven years that the show ran he should have had many more than just one relapse into drinking.

Carla, Cheers only cocktail waitress, was a cranky little woman with more problems, children, and ex-husbands than anyone could count. Carla was nothing short of uncontrollable, going so far as to endanger the bar's license when she attacked an obnoxious sports fan(October 14, 18) She repeatedly became pregnant through the series and was often unsure who the father was. Rhea Pearlman played the character whose full name is Carla Victoria Angelina Teresa Apollonia Lozupone Tortelli LeBec. Carla became increasingly sexually active after the death of Eddie, her hockey playing husband. When her son tells her of his intention to become a priest she throws a fit, calling him 'stupid and irresponsible' (January 16, 1) She is somewhat delusional and superstitious at times, claiming to have seen Eddie's ghost in Cheers (April 1, 10) and believing that the foosball table is haunted (January 10, 11). She also has a psychic advisor (October , 11) and believes that a house that she moved into was haunted when it was only near to a air field (October 0, 186). She encouraged promiscuity in her children and engaged in this conversation with her seventeen year old daughter

Daughter Mom, I'm getting married

Carla Congratulations, you know who the father is!

The character of Carla appeals to single, angry, mothers everywhere. She gives the impression that she can work as a barmaid and still support ten children. She is a bad role model for women because of her smart mouth and unrestrained wild side. This is a dangerous impression to give because, although she rarely seen drinking, it is inferred when she loses all of her inhibitions after her husband's death. If she were a real person she wouldn't care at all about her children, and would go after much less high-quality men. She would sit at home in her trailer park, watch talk shows, and call the psychic hotline.

Rebecca Howe is an overeager business woman saddled with the job of running cheers from seasons six through ten, and although she no longer runs the bar in season eleven she is still a main character. Played by Kirstie Alley the character is rife with neurosis and compulsive behaviors. During seasons six and seven she obsesses over her boss, Evan Drake, and goes to great and illegal lengths to try to woo him. She is later wooed by Robin Colcord who gives her a desk with a hidden ring surprise. In a fit Rebecca demolishes the desk looking for an engagement ring. The ring that she was looking for was left by Earnest Hemingway's teacup on the stained wood. She is left with little more than firewood. She is unable to decide between Robin and Sam, and it drives her to the edge of sanity. While smoking irresponsibly she burns down Cheers and blames it on faulty wiring (September 4, 1). That episode is like another previous one where she breaks a vase at a company party and convinces Woody to take the blame for it (January 7, 18). She also calls on Woody and Sam to help her find her boss's lost dog (January 1, 18) and cannot believe it when she calls off her wedding to Robin and secretly has trouble accepting that she did it at all(February 7, 11).

Rebecca is rarely seen with a drink in her hand but almost always acts drunk. She is frazzled, hurried, and often confused about what is going on around her. Any normal human being would blunt the stress that she feels with something stronger than the cigarettes that the audience knows she is addicted to. She appeals to woman who have or aspire to a position of power. Her character shows them that it is acceptable to be a lunatic and a raving alcoholic just as long as one maintains control of one's surroundings. Unfortunately, not even a fictional sitcom heroine can accomplish this. Her foolish decisions and rushed conclusions are just as erratic and damaging as any normal drunkard's would be in her place. She has constant problems accepting responsibility for any of her actions and is an emotional hazard to herself and all of those around her.

Cliff Clavin is a man possessed-by his own ego. John Ratzenberger plays the character as though he is always right about everything. In Cliff's mind he is always right, and he'll go to any length to prove it. He views himself as nothing less than an omniscient postal worker. His attitude has only gotten him into a fight with another patron once, although the incident wasn't blamed on beer (January 6, 1884). He is also very shy and self-conscious at times, being unable to speak to women. He almost threw everything away when his ex-postal-worker-lover came back from Canada, but a hummed rendition of America the Beautiful' from the other patrons kept him from leaving (October 1, 18). He still lives with his mother and the first naked woman that he saw blinded him (Also October 1, 18). He, like Carla, is occasionally delusional and believed, beyond refute, the Hitler was living in his apartment complex (December , 1). In order to win a beard growing contest among the men of Cheers Cliff used epoxy glue and fake hair. He was so desperate to be the winner that he was unable to remove the fake beard once the contest was over (November , 18). The most defining moment in Cliff's unsuccessful quest to satisfy his own ego is in episode 18. What is…Cliff Clavin?. Cliff goes on Jeopardy, and to the amazement of his friends is winning with such a high score that as long as bets nothing in final Jeopardy it is mathematically impossible for him to lose. In an act of supreme self-confidence he bets all $0000 dollars on the last question. Alex Trebec asks a question concerning the similarities of three historical figures. Cliff, not knowing the answer says Who are three people who have never been in my kitchen? and insists that his answer is correct. He sacrificed all that he had gained to try to appease his bloated ego.

He is a proud man with a lot of smarts with sever emotional problems and a poor job. These cause him to drink away the parts of the day when he is not obsessing over his duties as a postal worker. If he lived in our world it would fit very well that he still lived with his mother, and had never seen a naked woman. He would drink to overcome his shyness, and in doing do would cause many more than the single fight attributed to him. When inebriated he knows beyond all reasonable, and unreasonable, doubt that he is correct. These damaging thoughts carry over to the times when he is not drunk, but is surrounded by friends. He is a sick man and needs help, not beer. His character appeals to all the nerds in the viewing audience. He beckons them to sit down and have a beer to gain confidence, eloquence, and sexuality just like he does.

Norm Peterson, played by George Wendt, is the most famous character on Cheers. He is greeted with people shouting his name whenever he enters the bar, and is well known for his witty one-liners and astronomical bar tab. He is a normal guy with an unloving wife whom the other patrons convince him to leave for his own good late in the series run. He is susceptible to peer pressure as shown when he is convinced to pursue a woman that the other patron believe is attracted to him (February , 184). Like most men, he changes jobs on more than one occasion. He begins the series as a CPA, becomes a house painter, and eventually gets his dream job as a beer taster. He is large man with a large appetite for beer. He admits that he never stops drinking although it seems to have no discernable effect on him, no matter how much he drinks. To work off some of his bar tab, its exact value is never mentioned, he paints Rebecca's office and Evan Drake's bedroom (November 5, 187 & February 18, 188). Not long thereafter he gets a job as an interior decorator because some of Frasier's wealthy friends think that he is gay. He hides the jobs from his friends and his true sexual orientation from his clients for a short while, but must eventually come clean. All he wants out of life is to sit down and have a few beers. Everything else is trivial to him. He is renowned for 'Normism' which are witty beer-affiliated comments

Sam How's a beer sound Norm?

Norm I don't know, I usually finish them before they get a word in.

Norm is not a wild and crazy character, that is what makes him such a damaging part of Cheers. He is the Everyman. Nothing that happens to him couldn't happen to any normal guy in the real world. He is a normal human being who is an alcoholic and has a little bit of bad luck. Everyone in the television audience can relate to and identify with Norm Peterson. Norm would have problems with his finances and his health His liver and kidneys would have failed long ago, or he would have succumbed to beer-induced obesity, but this wouldn't stop people from wanting to live his carefree life. He tempt people to embrace the lazy aspect of alcoholism, the aspect that he shows so well, but that would leave no man in as good of a mood as Norm is always in.

The television sitcom Cheers is a danger to those who watch it. There are 75 episodes that ran for eleven years, and now it is doing well in syndication. Cheers depicts abnormal alcoholics behaving in normal and socially acceptable ways which are totally unrealistic. All of the characters are geared towards a certain type of viewer which they can easily influence with their unrealistic portrayals of alcoholism. All of these factors together make Cheers a very influential show. Exposing the characters for how any real human with their characteristics would act is a step is curbing the influence that this show has.

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Marketing

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Industry analysis

In 000, the fragrance market grew up by 5%. This was mainly driven by the heaviest user young woman. New launched brands are more attractive to this group of consumer, especially limited edition and elegant design of the bottle. This group of users likes to have a different range of fragrances that suit in different occasions. The innovative new uses of fragrance for special occasion are essential in the market nowadays. There is a significant growth of older consumer in the market. This group of consumers tends to be more brand- loyalty. They usually purchase designer fragrances that they used frequently rather than new launched brands.

Price competition and product differentiation are the key elements in the market. As changes of distribution, producer and marketer attempt to create new image of fragrances to achieve sufficient sales in the market. Despite the abolition of duty-free within the EU, consumer can still buy fragrances outside EU. This is still an important in distribution. As the rapid increase use of internet shopping, the bargains increase the level of price transparency. Fragrances become an affordable product that is no longer a luxury good for wealthy people. Therefore, price competition has risen to attract more buyers and producers differentiate their products to create the new and individual image of fragrances leading to more market opportunity.

Company Background

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Calvin Klein, Inc. is one of the leading fashion and design companies in the world and a globally recognized brand name.

Calvin Klein is known for its simple (but not cheap), from streetwise to sophisticated, clothes, fragrances, and accessories. He is credited as a major contributing factor towards the designer jeans boom of the 170s and he now sits on the Council of Fashion Designers of America.

The company makes its flagship ready-to-wear collection of womens clothing, but gets most of its revenue from licensing its name to makers of jeans, underwear, and fragrances. Altogether, Calvin Klein-licensed products rake in more than $5 billion a year in retail sales. The company also licenses more than 40 retail stores worldwide

While Calvin is very famous for his designs, he is always famous for his advertising. In 180 he gained much fame with his controversial advertisement campaign featuring Brooke Shields (then 15) as a model. During the 180s Calvin Klein also revolutionized Americas thoughts on mens underwear when he launched his first campaign to promote the Calvin Klein underwear for men range by using the 'gay?image.

As the Elle website explains, the designers marketing genius was causing just as great a stir in the advertising world. Kleins controversial ad campaigns outraged Americas moral majority. No matter how you slice it, Calvin Klein has had a serious effect on the fashion world, and the public in general (Veronica F.,).

Brand

He was listed by Time as one of Americas most influential people. CK has managed to diversify his brand name with the successful launches of designer perfumes such as Obsession, Eternity, Contradiction and Escape. In 1 he founded the first unisex fragrance, the famous CK One fragrance and CK Be, CK fragrances embody the essence of modern men and women which is their passions, their spirit and their style.

The TRUTH CALVIN KLEIN is a complete line of fragrance luxuries, a collection of products with multiple scent options that allow for customization and innovation products that go beyond personal fragrance. The Truth Calvin Klein signature fragrance was inspired by the lush freshness of nature and the warm sensuality of skin, creating a unique sensory experience and a new fragrance category lush, sensual woody.

To adv bit CKs advertisements are not presented with a lot of shapes, color, or chaos, but are fairly simple and almost always appear soft and suggest sex. The identity for Calvin Klein productions can be defined as simple, relaxing, comfortable, and sensational, which is evident in his advertisements.

Our adv analy The advertisement attempts to produce a message of the new sensuality of fragrance - one that is straightforward, real and true.

Target Audience

Women today are more self-assured - not hesitating to express themselves or their own sense of style.

The consumer base is pretty wide in fragrance market. As children become conscious of their appearance at an ever-younger age, men are more aware of appearances (largely due to men's lifestyle magazines) and older women are retaining a pride in their appearance for longer. However, there is no denying that teenagers and young adults are the heaviest users of cosmetics and fragrances, and the declining numbers of people in this age range will not benefit the industry (Jacob van Eldik 000).

Since we choose CK Truth (female) as our product to be advertised, the following data would mainly concern female who live in the UK.

The population of the United Kingdom on Census Day 001 was nearly 5 millions. An important UK finding was there are fewer men than women at all ages over 1. In the past the ratio of men to women showed males outnumbering females at ages up to the late forties after which females became the majority. However, in the last 0 years this cross-over point has become earlier so that by 001 from all age groups from aged and upward women has now became the majority in the UK. In 00, it is approximately 1 male to 1.056 female. Moreover, employment rates among women have risen from 47 per cent to 70 per cent between 15 and 000.

In the 001, employment rate from the age 18 to 55 was fairly high, more than a half of the female are working, as we can observe in Fig.1. The median disposable income earned by women aged from 18 to 55 in 1 is from ?8 to ?10 per week. This shows the purchase power of the female in UK is present.

In 001, the consumption expenditure in UK on alcoholic beverages, tobacco, clothing and footwear was nearly 11% of the total. This is largely due to the UK's traditional habit, 'Clubbing? Also, fragrances product is likely to be associated with the social activity. As a result, the working young female who can afford to social and shopping is likely to consume perfume. Therefore, we define our target audience, a group of individuals or organizations for whom a firm creates and maintains a marketing mix that specifically firs the needs and preferences of this group, aged from 18 to 8.

Apart from the consumption pattern, the style of the Truth fits our target audience nicely. Firstly, the Truth is designed to offer the users a personalized fragrance experience and this is likely to match the increasingly independent workingwomen in UK. Secondly, the Truth is also recommended for causal wear in the retail stores and this would lead to attract more teenagers and young adults.

Other possible audiences

Apart from the targeted group, the ad could also attract other groups of indirect consumers. Especially before the Christmas holiday, parents and boy friends are busy with looking for present for their love. As the style of Truth, aid by the design of our ad presenting the message 'Truth the secret of Love? could also gain the attention of the 'present searcher?

Would add sth in Jonathon's part provide sample of the perfume

And clearly classify the 'other media?

Fig.1

POPULATION STRUCTURE BY AGE, SEX AND ECONOMIC ACTIVITY

1 - 001 Spring quarters, United Kingdom

MALE FEMALE

A comprehensive description and justification of the medium be utilised

Advertising is one of an important field in our campaign; it can differentiate from other brand's fragrances, since in the fragrance industry products are homogeneous. Advertising's public nature can helps legitimise the company and its fragrance, which allows marketers to repeat the message to wide audiences.

In UK, there is a wide range form of advertisement, such as newspaper, TV, magazine and radio etc. each form of advertisement has its own attribute. However, in order to reach every single target audience and to have a maximum impact on the specific working groups described above, specialist medium is being used, and therefore magazine is chosen as the medium.

Magazine can effectively and instantly arise the interest and desire of the target audience, unlike TV, magazine does not contain unwanted advertising breaks, it can totally attract people's attention, and the colourful layout of magazine advertisement make the readers feel the products more real and lively compare with newspaper. Moreover, magazine advertisement can keep longer, in the other words the advertisements is permanent printed on the magazine, which reduce the probability to lost any information related to the products concerned.

Although, magazines may be the most suitable form of medium, it still contains few disadvantages. Since magazines only confine within the press, as a result people do not know the smell of the fragrance and if the targeted audiences have enquiry then they have no where to be advise, in the other words by advertising on the magazines, it become an one-way communication, being impersonal, limit to close the sale and lack of control over situational reception. Moreover, unlike advertise on TV, magazine lack of movement and sound, the readers may feel monotony compared with advertisements shown on TV. In addition, magazine is less attractive and awareness compares with billboard in some extent.

Young women like to wear different perfumes in different situations. need of sales explanation to the speciality of the fragrance is required.

Apart from other women's magazine, we have chosen Marie Claire and Elle to advertise the fragrance. Since these two magazines are the most popular and leading women's fashion magazines in UK. Firstly, we will introduce something about Marie Claire.

Marie Claire is a US based magazine, established since 17 by Jean Prouvost, it become the first magazine aimed at women encouraging them to consider their own autonomy, charm, and personal development. In 00, the family of magazine carrying the name Marie Claire has not lost any of these pursuits. Each magazine still works to show readers a different view of the world and its people. While backing up women on their path to freedom and pushing them to develop their curiosity, Marie Claire also accompanies women as they decipher the newest information on fashion, beauty, health and the many other facets of the daily life of women in the 1-century. Moreover, Marie Claire has flair of fashion and beauty coverage, while not shying away from the realties of life; it also discusses the season's best accessory as well as expresses an opinion about today's social issues. Therefore, it is closely matched the targeted audience decided for the fragrance discussed later.

In 17, Marie Claire had won an Amnesty International award for journalism for its coverage of womens human rights struggles. This feature enables it to become an outstanding magazine among the fashion and beauty magazines that easily can attract the single working women to digest it. As the Marie Claire editor in chief claimed that, this magazine is 'for women of the world?

Today, there are 4 international editions, which allow a great variety of targeted audiences to know the fragrance and can help to stimulate the interest of these audiences. Furthermore, the Marie Claire community includes millions of women around the world and several award-winning editions. The U.S. edition of Marie Claire was named to Adweek's list of the top 10 hottest magazines in both 18, 1,000, then advertising on Marie Claire Magazine can helps to conquer a large share within the fragrance market.

The second magazine we consider to post the ad is Elle, this brand was launched in France 60 years ago, Elle began as a declaration of fashion independence for women who wanted to express their personal style, not indicates of any one designer. Today, Elle had 5 editions read in over 55 countries, with 4.4 million readers in the U.S. and another 16 million worldwide, Elle is the largest multinational fashion magazine in the world. In addition, Elle is the global fashion magazine that actually reflects how modern, independent women live and prioritise their lives. The Elle mission is to provide fashion and beauty coverage that is both useful and aspirational, and to produce the pages in such a way that a woman can actually see the clothes and products, understand the trends, and shop from the pages. Moreover, currently there are almost ,75,000 women reader in the world, and the target audience, which is between 18-5 years old, share 6.% of total, as a result if we post our ad in Elle, it can attract the awareness and let the entire target audience to familiar the frgrance.

Semiotic Deconstruction

In our advertisement, we employed a combination of image and emotion as our creative strategy. The goal is to develop a long lasting identification of the product at a psychological level. We believe that the deep realization of the connection between the message that we are trying to convey and the audience's personal value and lifestyle would enable our advertisement become a heart-catching one.

As it is well known that Calvin Klein has been using sexy images to express its messages. However, this strategy has been criticized in the recent years, this is because audience might interpret it with varied perspectives according to their age, gender, religion, class, etc. We should always bear in mind the potential negative effect of using sexy images in advertising. Therefore, our advertisement of 'Truth?has emphasized on the manner of creating image and emotion rather than a straightforward adoption of sex images.

The photographic background of sunrise beach and the cloudy sky provided our target audience with a warm and imaginative scene. The sea, the sunset, the young model and the bottle are the signifier. The form means nothing without the content, which is the signified. Dr Daniel Chandler suggested in his article, 'Semiotic Analysis of Advertisement? that the signified be commonly treated as a mental construct. It is not identified directly, but is a concept in people's mind. We therefore emphasize on the signified where the meaning can occur with social and mental construction.

This advertisement shows a woman couching on the beach in the sunrise. She is not looking at the camera. She stares a little down the ground with her eyes semi opened. This shows an ambiguous vision, presenting a feeling of desire and sexuality. Her natural disheveled hair gives an image of her ambiguous target .She wears a white top with strings and a see-through short skirt. This gives an image that she is innocent like a new born baby, not knowing her way to go. She is lost along her life and tries seeking something on the beach that could be able to help her or help her to find her way. The model actually shows certain attractiveness to opposite sex with her sexy and ambiguous image. According to some researchers, most of men like to protect women who are not intelligent but confusing their lives and unable to take care of themselves. As this fragrance targets to young woman who like to compare appearance of others and act like the same to achieve the same effect, especially most of women like to be protected. They purchase this fragrance and wear it giving a same feeling of the model in the advertisement, and then they can attract men to protect them passively as women still dislike being active to their men.

This advertisement states "Truth secret of life? is in a mysterious situation. It always appears that there is a mystery of everyone's life and the model is standing under the clouds in her side and drew a word of "TRUTH? All of these present the model is confusing and desire to find out the truth. On the other side, the bottle of truth has appeared on the sunrise that spotting the light on it. It indicates when the model seeking for her way or answer, the truth fragrance bottle represents her truth and she found her truth or answer finally. The background of this advertisement is sunrise that gives a strong feeling of clearness, reality and energy. With these, the characteristic of truth can be presented obviously. In this present society, people concerns about their occupation and social lives only. They are actually lost inside their mind and confusing about their lives. women particularly desire to find out the truth from love because they have suffered lies, betrays and fraudulences from men. Therefore, Truth is women's dream women attempt to seek. Women will appreciate this advertisement they want wear the fragrance acting to be the same as the model and found their truth from their loves or lives. On the other hand man purchases this fragrance and gives to his lover. This will pass a message of his true love to her. His lover will be touched and trust him everything. It does not attract the women only and also the men to purchase as well.

The message that it is attempting to convey is, first of all, the denotative signified of the sign. The young model standing on the beach provides the sense of aesthetic and freshness. However, our targeted young adult audiences have often shown a somehow sophisticated understanding of advertising. We therefore tend to demonstrate a connotative type of the signified, which refers to the ideological and emotional association of the sign. That is the story behind of picture. This young model is in the deep thought. What people always wanted while reflecting? The 'truth? the 'truth?she expects. This thus comes to give both the linguistic and emotional meaning of the product ?Truth?.

Although the message has been encoded by the advertiser and promoted by the emergence of both the denotative and connotative signified, it is still up to the reader how they decode it. By adopting the creative mix in which both visual and verbal elements are combined in the advertisement, 'Truth's warm, fresh and natural characteristics, and more deeply, the temptation and desires behind advertisement are clearly revealed.

This advertisement states "Truth secret of life? is in a mysterious situation. It always appears that there is a mystery of everyone's life.

http//www.markrobertwahlberg.com/about_calvin_klein.htm

Veronica F., http//www.kiwibox.com/article.asp?a=670&r=1&p=

http//www.thestandard.com/companies/dossier/0,1,708,00.html

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Affirmative Action

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There a lots of people in the USA that has been miss treated by Affirmative action. I have found lots of issues on Affirmative action since last few years. I have carefully examined how this work, and its work to do so. Affirmative action should not take any role upon equal opportunity, admissions to college, nor it should take any role upon employments for women.

  Women have still not received the same payroll as men, not yet at least. Women should be treated as equally as men. Affirmative action should not be a major issue when making payrolls, and when they go out for an interview, and the job is mainly for men, the interviewer's looks at a women and tells them essentially saying "the job is not qualified for a women". Some women want to enter a male dominant and career because they love the work. If they didn't know that the job is more suitable for men. They will put up with waiting in lines for applications, waiting for interviews in order to get the job. A woman should be allowed to work in any field, but don't reduce the payroll just because they are women. AAAA (American Association for Affirmative Action) is group that helps people get a better education and employment opportunities, people who has been misses treated incorrectly (Mathews, pg6 ).

Admissions why is it that if the administrator has two applications on the table and the first thing he look at is if the person is either black, or white. Then they look at the background, such as the level of education, why can't it be the other way around, why can't the administrator look at the level if education, level of improvement, the level of activities the person has. Affirmative action should not be an issue, while applying for an education. I believe both of the people should get the admissions. The admissions should focus on the grade, activities. Not on the racial background. For Example University of Michigan during 15, they use a point scale that determines the admission to college. Recently they gave more points to Hispanic student and not to a white student, because of affirmative action. University of Michigan still uses the point scale to determine the racial consideration, towards the admissions to college (Johnson, p0)

Employment is another way to argue on affirmative action. For example June 5, 00 a "white" applicant applied for Boston Police Department but didn't get in because of he was "white". He did not get the job because the other person who was applying for the job besides him was a "black" man, but the "black" man did score higher on the test rather that the "white" man. That was right decision to make, by the person who was reviewed the applications. Racial background should not be a factor on making a decision upon employment nor it should be an issue on any subject. I believe it depends on the job the person is applying for, and weather or not the person can handle the workload or not. If hiring people by their racial background goes on then, in no time there will be cases filled with affirmative actions, and sooner or later the country will be know as affirmative action. So I believe the Job should go to the person with most skill depending upon the job the person is applying for, not for the racial background. This is exactly what I am trying to state to the people that giving job to minority should not be an issue when getting a job, it should be based on the skill you have. Not for a racial background

Please note that this sample paper on Affirmative Action is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Affirmative Action, we are here to assist you. Your cheap custom college paper on Affirmative Action will be written from scratch, so you do not have to worry about its originality.

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Pain Management in Cardiac Surgery

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Pain Management in Cardiac Surgery

INTRODUCTION

Pain is an unpleasant sensation caused by noxious stimulation of sensory nerve endings. Moseby Dictionary (10), p 866. A nursing diagnosis accepted by the fourth National Conference on Classification of Nursing Diagnosis.

As a symptom pain is defined as a state in which an individual experiences and reports the presence of severe discomfort or an uncomfortable sensation. Moseby Dictionary (10), p 866. Pain assessment is an evaluation of the factors that alleviate or exacerbate a patient's pain. The patient where possible is asked to describe the cause of pain and its intensity and location. Moseby Dictionary (10), p 866.

Cheap College Papers on Pain Management in Cardiac Surgery

Response to pain varies widely among individuals and depends on many different physical and psychological factors, such as pain threshold, fear and anxiety, and ethnicity of the individual involved and the way that they experience their pain. Clinical judgment in pain management in patients, appears to be inadequate as many research papers have shown over time. Lauder (10) p 15.

Post-operative pain for adult cardiac surgical patients has many facets. Mueller et al (000) p 1. Pain can be caused by the incision, chest tubes, multi-intravenous cannulations; just to name a few.

There have been numerous literature reviews and research on pain management within the last three decades, but few studies that have focussed on Cardiac Surgical patients. Meehan (14) p .

ANALYSIS OF RESEARCH FINDINGS

Research studies of pain management of cardiac surgical patients has focussed in five major areas, and they are

1. Types of Pain Management and its Effectiveness

. The Knowledge of Nurses and Doctors of Pain Management

. Education on Pain Management for Patients Pre-surgery

4. Long Terms Effects of Cardiac Surgery and Pain

5. Complications relating to Pain Management

Types of Pain Management and its Effectiveness

Participants in five studies used either, PCA (Patient controlled analgesia) NCA (Nurse controlled analgesia) or Epidural in the post-operative period, post-cardiac surgery. Pettersson et al (000), Turfrey et al (17), Tsang and Brush (17), Boldht et al (18), Melzack et al (187). Unfortunately there has been only a few clinical trials on the use of PCAs among post-operative cardiac patients that have been carried out to date.

Study by Tsang and Brush, used the comparative analyst in design that compared the two groups of patients receiving pain relief. The first group used the PCA the second group used the NCA. The sample size of the study, and compared well with the clinical trials of sixty to eighty sample sizes.

In this study a negative attitude and lack of knowledge amongst nursing staff in ICU was recognised. Also the study of Chuck (17), found similar results. Although scepticism among nurses existed on the use of the PCA. Tsang and Brush (17).

Also due to lack of knowledge, nurses underrated pain or expressed unreasonable concerns regarding opiate induced respiratory depression. In contrast the study of Boldt et al (18), which was a perspective randomised study and the study of Pettersson et al (000), which was a comparative study, both found that better pain management was obtained by using the PCA without the increased side effects compared with the traditional NCA treatment.

The study of Turfrey et al (17), performed a retrospective analysis of patients undergoing cardiac surgery which received a thoracic epidural for their pain management which resulted in good pain management without any complications. This was only one study, and further studies in this type of pain management are warranted to back up the findings of Turfrey et al.

The study of Melzack (187), reviewed patients that underwent many different types of surgery, with only nine having cardiac surgery. The study used questionnaires and observational methods as well as the pain-rating index. The results from the data collected indicated that post surgical pain is poorly controlled; Melzack (187) p7, and can impede the patient's recovery. Overall the method of managing post-operative pain favoured the PCA over the NCA.

The Knowledge of Nurses and Doctors of Pain Management

Increased knowledge about availability of resources for pain management could be expected to reduce incidents of uncontrolled pain. Instead, evidence indicates that moderate to severe pain continues to be sub-optimal throughout the world. Lauder (10), Heath (18), Van Niekerk et al (000), Watt-Watson et al (000), McCaffery and Ferrell (1), Dahlman et al (1).

The study of Heath (18), used the methodology of descriptive / exploratory design, which utilised the established questionnaire, by McCaffery and Ferrell (1). In the study by Lauder (10), it was identified that one major problem of pain management was medical practitioners under prescribing analgesia, and that nurses compounded the problem by under-administrating the medication.

Studies by Lauder (10) and Van Niekerk et al (000) and Watt-Watson et al (000), all identified that further education for both medical practitioners and nurses on pain management would improve their knowledge base, and break down some of the barriers to ineffective pain management in the future. Vignette and Surveys were used in studies by McCaffery and Ferrell (17), Van Niekerk et al (000) and Watt-Watson (000), and questionnaires were used by Lauder (10) and Dahlman (1) to question nurses' knowledge on pain management.

All studies had a variety of problems that needed to be addressed. Some of these problems were nurses' inability to make decisions on pain management when ordered PRN, the lack of knowledge on pain management to their attitudes on pain. Also inadequate policies in many hospitals on guidelines for effective pain management. In the study by Lauder (10), the ethnic background of medical practitioners of their method of pain identification was biased in many cases.

Some studies suggest that a callous disregard for the plight of the patient. Fagerhaugh and Strauss cited in Lauder (10) p18.

Education on Pain Management for Patients Pre-surgery

This area of pain management has been neglected in the past. Kuperberg et al (1). There were three studies that reviewed the education that was given to patients, pre-cardiac surgery. Watt-Watson et al (000) did a pilot study of a randomised controlled trial in design of pre-admission educational booklet and a questionnaire was used to obtain feedback, prior to discharge.

The results were that the educational booklet provided adequate education. In contrast Kuperberg et al (1), using a quanatative research method, using a ten point numerical rating scale of severity of pain pre-operatively and post operatively, also descriptive questions assess beliefs, expectations and perception of pain. The results for this study, indicated that health care professionals generalised, and should individualise pain management.

The study of Nay et al (16), also used questionnaires and the ten point numerical rating scale, which gave results of a poor standard of pain management. Interesting enough 5% of patients surveyed were very satisfied with their post operative analgesic management. Nay et al (16), suggests that this maybe related to patients pre-operatively overestimation of post-operative pain severity.

Long Terms Effects of Cardiac Surgery and Pain

A study by Hunt et al (18) reviewed the quality of life, after coronary artery by-pass surgery, as we are only researching Pain Management we will only review part of this study. The other study by Hunt et al (18), used a cross-sectional study in design, of 1 patients that were given a questionnaire and were followed up twelve months post-surgery.

17% of those patients, still had severe to very severe sternotomy wound pain and 1.8% leg / arm wound pain, and the researchers were surprised at the high incidence after twelve months. The study by Rowe et al (18), was a perspective repeated measure in design, the sample size was of 107 women, who had coronary artery by-pass surgery, and data was collected twelve and eighteen months post-surgery.

Like the study of Hunt et al (18), Rowe et al (18) used the discomfort scale of 0 (No Pain) to 10 (Unbearable Pain) to the rate the patients' pain / discomfort. The study was part of a much larger study. Due to different reasons, only 51 patients participated in this study. Rowe et al (18), also used the satisfaction with life scale, which was a five-item scale which used to measure of cognitive evaluation of life satisfaction.

The results of this study were quite high. At twelve months 47% of women who had had IMA (Internal Mammary Artery) used for grafting experienced chest wall discomfort, and 18% of the women who had Saphenous Veins for grafting.

The findings found that women were able to perform the activities of daily living, but they couldn't identify what would relive their pain, which was not helpful to the Clinician looking for interventions to relief such pain. Rowe et al (18)

Complications relating to Pain Management

The study by O'Connor (1), used randomised control trial in design examined 10 patients undergoing coronary artery by-pass surgery; they were randomly split into three separate groups. Group one used the PCA, group two used a combination of PCA and non-steroidal anti-inflammatory drugs prescribed three time daily, group three used the NCA. The assessment was using VAS (Visual Analogue Scale) and chest X-rays, the radiographer is blinded to which group the patient belongs.

Findings reveal that patients with poor pain management were at greater risk of developing respiratory complications, such as, Atelectasis. O'Connor (1).

The study of Moore et al (14), indicated the instance of sternotomy fractures, although only 10% in the study experienced greater pain, and 1% of these suffered major respiratory compromise, due to pain and further intervention of more effective pain management to improved their pulmonary function.

This was measured by arterial blood gases, oxygen requirements before and after pain relief and respiratory rate. A study by Stenseth et al (16) which was also a randomised control trial had similar findings of reduced pulmonary function following cardiac surgery due to poor pain relief which prevented effective breathing and coughing. This was also verified by arterial blood gases and oxygen before and after pain relief.

FUTURE RESEARCH AND RECOMMENDATIONS

Additional research is essential in the regard to more effective pain management in cardiac surgical patients, as over the last thirty years little research has been done in this area. Meehan (14) p . Many of the research studies reviewed have examined fairly small sample sizes compared to the number of people undergoing cardiac surgery. Australian Bureau of Statistics (18).

Hence replication of studies, in the clinical settings with larger sample sizes would be beneficial and findings may influence the way pain is managed in the future, such as educational programs for both nurses and medical practitioners to improve their knowledge base.

"Education is probably the single most important tool for improving pain management", Lauder (10) p 1.

Pain which prolongs can affect the quality of life after cardiac surgery, and listening to our patients and giving them a better understanding of what to expect when undergoing cardiac surgery , hopefully this will not give them unrealistic expectations of the pain that they are likely to experience. Although conflicting research is evident in which pain management method is more effective, Tsang and Brush (17), Pettersson et al (000), Boldt et al (18), further research in this area could improve the pain management of further cardiac surgical patients especially as the length of stay in hospital after this surgery has shortened over the last ten years. Naughton et al (1).

The studies of Watt-Watson et al (000) and Kuperberg et al (000) indicated that pre-op education and a booklet on their surgery gave patients an insight of what to expect but larger sample sizes in this area need to be undertaken. Although complications related to pain management is only a small percentage of patients undergoing cardiac surgery. O'Connor (1). Further research in this area could possibly reduce those findings even further.

Some of the possible research questions for investigation are

o How could further patient education on pain management improve their quality of life?

o What education do both medical practitioners and nurses require to improve their knowledge?

o What is the most effective pain management for patients undergoing cardiac surgery?

CONCLUSION

Although pain management in cardiac surgery is under researched in the past, there is evidence in the research that has been done to date, which indicates a slightl improvement of the knowledge base of nurses and medical practitioners. Heath (18). There is still need for change within the nursing profession's current practice pain management and it must be actively pursued at the educational, institutional, ward and personal level to optimise the management of patient's pain. Heath (18).

Further research should also be designed with a view to developing and assessing interventions which increase knowledge and also reduce faulty judgments about pain management. Lauder (10). Patient education in recent years has been actively pursued and it is important that further research be continued to give the patient a better understanding of the prospects post-cardiac surgery but not giving them unrealistic expectations regarding their quality of life.

The research on the types of pain management from the NCA to the PCA / Epidural all have a place in obtaining optimal pain management for the patients undergoing cardiac surgery. Although only a small percentage of patients undergoing cardiac surgery develop respiratory problems, due to unmanaged pain further research is warranted to look at preventing this in the future.

Hence in summary, all the areas reviewed about pain management in patients undergoing cardiac surgery require further research to provide optimal care to our patients.

REFERENCE LIST

1. Australian Bureau of Statistics (18) http//www.abs.gov.au; accessed on 7th September, 001

. Boldt J Thaler E Lehmann A Papsdort M Isgaro F, Pain Management in Cardiac Surgery Comparision Between Standard Therapy and Patient Controlled Analgesia Regime, The Journal of Cardiac-Thoracic Vascular Anaesthesia, 1(6) December, 18 pp 654 to 658

. Chuck P, Vital Signs and Nurses' Choice of Titrated Doses of IV Morphine for Relieving Pain Following Cardiac Surgery, Journal of Advanced Nursing, 0(4) pp858 to 865

4. Dahlmann G, Dykes A, Elander G, Patient Evaluation of Pain and Nurses Management of Analgesia After Surgery, Journal of Advanced Nursing, 0(4) October 1 pp 864 to 874

5. Heath L, Nurses' Knowledge and Attitudes Concerning Pain Management in an Australian Hospital, Australian Journal of Advanced Nursing, Vol. 16 () July 18, pages 15 to 17.

6. Hunt J, Hendratta M, Myles P, The Quality of Life After Coronary Artery By-Pass Surgery Heart-Lung, Journal of Acute-Critical Care Vol. November-December 000, pp 401 to 411

7. Lauder J, Clinical Judgement in Pain Management, Journal of Pain, Vol. 4 10, pp 15 to

8. Kuperberg K, Grubbs L, Coronary Artery By-pass Grafts' Surgical Patients' Perception of Acute Post-Operative Pain, Journal of Clinical Nurse Specialists, 11() May 17, pp 116 to 1

REFERENCE LIST (continued)

. Meehan D, McRae M, Rourke D, Analgesia Administration Pain Intensity and Patient Satisfaction in Cardiac Surgical Patients, American Journal of Critical Care, 15 (4), pp 45 to 44

10. Melzack R, Abbott F, Zackon W, Mulder D, Davis M, Pain in a Surgical Ward A Survey of the Duration and Intensity of Pain and the Effectiveness of Medication, Journal of Pain 17, pp 57 to 7

11. McCaffery M, Ferrell B, Nurses Knowledge of Pain Assessment and Management How Much Progress Have We Made, Journal of Pain and Symptom Management, Vol. 14 (), September 17, pp 175 to 186

1. Moore R, Follette D, Berkoff H, Post-Sternotomy Fractures and Pain in Open Heart Surgery, Journal of Chest, Vol. 5 November 14, pp 1 to 14

1. Moseby's Medical, Nursing and Allied Heath Dictionary (rd Edition), CV Moseby Company 10, p 866

14. Mueller XM, Tinguely F, Pain Location, Distribution and Intensity After Cardiac Surgery, Journal of Chest, Vol. August 000, pp1 to 6

15. Nay PJ, Elliott SM, Harrop-Griffiths AW, Post-operative Pain Expectations and Experience After Coronary Artery By-Pass Surgery, Journal of Anaesthesia, 51(8) August 16, pp 741 to 74

16. Naughton C, Prowroznyk A, Feneck R, Reasons for Prolonged Hospital Stays Following Heart Surgery, British Journal of Nursing, Vol. 8(16) September 1, pp 1085 to 1087

17. O'Connor C (MD) Pain Relief and Pulmonary Morbidity After Cardiac Surgery, Journal of Critical Care Medicine 7(10) October 1, pp 14 to 16

18. Pettersson P, Holmer-Lindskey E, Anjou Owall A, Patient Controlled Analgesia v's Nurses' Controlled Analgesia Pain Treatment After Coronary Artery By-Pass Surgery, Journal of Acute Anaesthesiology (Scandanavia), Vol. 44 (1) January 000, pp 4 to 47

1. Rowe MA, King KB, Long Term Discomfort in Women After Coronary Artery By-Pass Surgery, Heart/Lung Journal of Acute Critical Care, Vol. 7 () May / June 18, pp 184 to 188

0. Stensth R, Bjella L, Burg EM, Christiansen O, Levang OW, Gisbold , Effects of Thoracic Epidural Analgesia on Pulmonary Function After Coronary Artery By-Pass Surgery, Europe Journal of Cardiac Thoracic Surgery, 16, pp 85 to 865

1. Tsang J, Brush B, Patient Controlled Analgesia in Post Operative Cardiac Surgery, Journal of Anaesthetic Care, Vol. 7 (5) October 17, pp 464 to 470

. Turfrey DJ, Ray DA, Sutcliffe NP, Ramagg P, Kenny G, Scott PG, Thoracic Epidural Anaesthesia for Coronary Artery Surgery Effects on Post-Operative Complications, Journal of Anaesthesia, 5(11) November 17, pp 100 to 105

. Van Niekerk LM, Martin F, Tasmanian Nurses' Knowledge of Pain Management, Journal of Psychology, 1(), March 000, pp 40 to 4

4. Watt-Watson J, Garfinkel J, Gallup P, Stevens P, Striener D, The Impact of Nurses' Emphatic Response on Pain Management in Acute Care, Journal of Nursing Research, 4 (4) July / August 000, pp 11 to 00

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Brand Management - Mcdonald

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McDonalds Brand Identity Model

In advance of recommending a brand extension for McDonald's Restaurant, an intimate understanding of the Brand's identity is essential. The application of the brand identity model to McDonald's, has been adapted from the interpretation in the David A. Aaker text, 'Building Strong Brands?.

Core Identity

?Food Quality The food is consistent. A Big Mac in Bangkok is engineered to taste like a Big Mac in Winnipeg. A certain degree of customization is possible. It is also of the highest quality.

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?Service Quick, accurate, friendly. Delivered by a mix of young staff and experienced adults.

?Cleanliness The dining area and kitchen are exceptionally clean. A largely visible kitchen is a common feature of McDonald's which raises the stakes and ensures a degree of cleanliness.

?User Traditionally a child-centric environment geared towards the family. Will also appeal to a wider segment, including the individual in need of a quick and tasty meal.

Extended Identity

?Convenience Quick service equates to convenience. The restaurants are numerous, conveniently located, and often offer drive through service.

?Product Scope Hamburgers, French Fries and children's toys. New 'lighter choice?menu items include veggie burgers, salads and other items aimed at healthier living.

?Sub brands Big Mac, Happy Meal etc.

?Corporate Citizenship Ronald McDonald House is a massive children's charity, Social Responsibility Report available online , Sponsor of Olympic athletes, use of local suppliers.

?Brand Personality Iconic. Bright, fun and family oriented.

?Relationship Ties to the community via corporate citizenship initiatives make McDonald's 'part of the neighbourhood?

?Logo The ubiquitous golden arches. Generally visible from a distance.

?Characters Ronald McDonald, the clown.

Value Proposition

?Functional Benefits Quality food, friendly service and good value translate into a positive experience.

?Emotional Benefits Kids can use McDonald's as a place to congregate and share good times (i.e. for a birthday or after a little-league game). Adults can relax knowing that the food delivered is consistent and adored by children.

Disparity between the brand identity model and the brand's image

McDonald's has been experiencing its fair share of difficulties as of late. Since 17 it has lost % of ifs share of the fast food market . In the fourth quarter of 00, McDonald's lost money for the first time ever, with losses totalling $4.8 million USD . Franchisees are disheartened by their lack of input, slimmer margins and increasing costs. Older customers are noticing a decline in the service and cleanliness of the restaurants, teens no longer feel McDonald's is 'cool?and children have been unimpressed with the latest string of toys in their happy meals. The food has developed a reputation as being unhealthy which is damaging in an age when the importance of fitness is being emphasized. The pace of innovation at McDonald's has long been regarded as too slow. The last product that met with success was the chicken McNugget and that was introduced nearly 0 years ago (it took several years to get the McNugget launched ). Former CEO Jack Greenberg acknowledged the problem and stated, 'There's only so much these kids who work for us can do in the restaurant. The more complicated you make it for them, the tougher service is going to be and the slower it's going to be? He addresses a fundamental problem that McDonalds is yet to solve.

Analysts are quick to point out that McDonalds?competition is stiffening as Burger King, Wendys and Taco Bell fight to maintain their market share. Shares of McDonald's fell 14% in the fourth quarter of 00 while the Dow Jones Index gained 5% . All of these problems can be distilled into one observation; McDonald's is not living up to its brands promise and is suffering as a result.

The McDonalds brand is in need of repair

Despite a tarnished brand image, the company has done well in establishing brand equity. McDonald's is an American institution that has touched the lives of many people. The golden arches are firmly entrenched in the American psyche and this gives McDonald's a certain amount of slack when they fail to live up to the customer's expectation. McDonald's has delivered in the past and the brand is powerful enough to weather the current storm. However, the public will not continue to forgive and forget indefinitely. The Company is not oblivious to its problems and has recently assembled marketing and advertising agencies to deliver a new brand direction. The McDonald's corporate press release stated that the result of this conference was a new theme line, 'I'm lovin?it?. No other details were released but one has to hope that this tag line is accompanied by some more relevant changes. The fundamental problems are not going to be fixed by a clever line or a shiny new advertising campaign. McDonald's must focus on its core identity and make the repairs from the top down. This would involve a renewed focus on the Company's QSC standards (quality, service and cleanliness). Intensified training and sufficient janitorial staff would help improve service and cleanliness. The quality of the food remains a matter of personal preference and it would be difficult to elevate people's perceptions of the food quality. All that McDonald's can continue to do here is offer the consistency which it has become synonymous with.

Why a Brand Extension?

McDonald's still possesses a powerful brand. Interbrand, a leading brand strategy and design firm ranked McDonald's as possessing the top brand in 17 (based largely on the valuing of the brand's ability to be extended) . However, the problems identified suggest that the brand would benefit from rejuvenation. The brands status may be enhanced if a successful extension is implemented. Furthermore, the extension strategy is simplified by the leveraging of an already recognizable brand. The existing brand recognition is likely to lower costs of building customer awareness and increase the speed of market penetration . An extension may also help to further differentiate McDonald's from its increased competition and enable the company to remain at the forefront of the consumer's mind when they are making decisions about food.

Extension Policy Considerations

In an effort to determine the most appropriate extension for McDonald's, various considerations were made. Many studies on the viability of extensions draw insights from the 10 Aaker & Keller model . Aaker & Keller proposed and tested a model of consumer brand extension attitude formation identifying three main factors that affected the success of the extension. They were the attitude to the original brand, the 'fit?between the original and extension product and the perceived difficulty of making the extension product . These three factors surfaced regularly during conversations with survey respondents.

It was determined that prior to any extension consideration, it was imperative that a deep understanding of brand meaning was in place. A survey of ten individuals was conducted and the first five minutes of the interview was used to discuss what McDonald's represented or meant to them as customers or non-customers (depending on the subject) . Following the brief conversation, the survey participants looked at six possible brand extensions for McDonald's and asked to rank them in order of McDonald's ability to 'pull it off? After the ranking was completed, the respondent was asked to justify their ranking. Many useful insights were gained from this process, including the following framework for McDonald's new brand extension.

1) Understand the brand. What is it capable of? What is it not capable of?

) Conduct a thumbnail SWOT analysis. Attempt to match up any opportunities with strengths that the Company has. This analysis will allow the brand extension team to identify attractive new markets.

) Speak to people. Conduct a survey to gain insights and confirm findings in the SWOT analysis.

4) An understanding of the brand will allow the Company to address any concerns and tidy up its image prior to its extension implementation.

5) Target the appropriate audience. Avoid the temptation of casting too wide a net during the segmentation process. Inappropriate audience selection will inevitably have negative repercussions on the brand in its original category.

6) Be sure to have a well laid out implementation plan in place. It is easy to conceive of good ideas. It is difficult to get them off the ground.

Rationale for brand extension choice

Based on the framework that relied on research, observation and surveys, I have recommended that McDonald's proceed with an extension into the grocery store. While the concept of the amusement park elicited the most enthusiastic response it was deemed too capital intensive and frivolous during an economic slowdown. Respondents frequently mentioned that it was a good idea but seemed like a difficult extension for McDonald's. After weighing the many options, frozen meals was chosen to explore further. For detailed survey results please see Appendix B.

McDonald's is a large Company and will have manufacturer's anxious to establish relationships with them and produce the product. A favourable deal may be struck if McDonald's leverages its brand's power. Mass production runs will help McDonald's achieve economies of scale in a short period of time. Another reason to proceed into this market is that the research suggests that frozen dinners are well-positioned to continue as one of the fastest growing and most dynamic food categories in North America . Consumers are time-starved and need convenient solutions. This extension will address these customer needs and as a result the product will provide value to the customer.

This extension will be targeting the same audience that McDonald's restaurants target. The meals will be developed for children primarily but also offer alternatives for adults that need a quick meal. McDonald's popularity with children should drive sales and its brand will save consumers time when shopping. The frozen food options have increased lately and having the McDonald's brand at a reasonable price in the grocery store will allow the consumer to dismiss the numerous alternatives.

Important brand associations can be carried into the new offering. Consumers will value the consistency and value that the McDonald's frozen meal offers. A parent will appreciate the fact that after a long day at work they can feed their children something dependable that will not be met unenthusiastically.

A complete implementation process is available in Appendix C.

Conclusion

McDonald's is fortunate in that it has a powerful brand. This presents the Company with any number of possibilities when considering extensions. Much has been made of recent lapses in service and cleanliness, however these problems can be fixed with a modicum of effort.

Certain factors are highly influential in the formation of consumer attitude toward new extensions and these affect the eventual success or failure of the extension. These considerations combined with thorough research into the new product market are essential steps to take prior to proceeding with a brand extension. As long as McDonald's is able to transfer some of what it does well into the new product category (i.e. consistency, value etc.) there is an increased likelihood the effort will succeed.

Appendix B Survey Results

Methodology Respondents were asked to rank in order the extension that they felt McDonald's would be most successful/competent at. Participants consisted of 4 female, 6 male with a mix of 4 McDonald's customers and 6 non-customers. A customer was defined as someone who has eaten at the restaurant in the last month, and intends to eat there again in the near future. Ages ranged from 16 to 6.

Survey Respondent Number 1 4 5 6 7 8 10 Mean Score

Farm Equipment 6 5 5 5 6 6 6 6 6 5.4

Dinnerware 5 6 6 6 4 5 5 6 4 5

Frozen meals in the grocery store 1 4 1 1 1 5 .

Amusement Park 1 1 5 1 .

Day Care Facilities 1 4 1 1 .

Educational, Interactive CD ROM for Children 4 4 4 5 4 4 4 5 .

The below are some of the most insightful qualitative statements and reflections made by respondents.

Farm Equipment

This choice was provided in an effort to evoke negative commentary or raise questions about what McDonald's is 'not good at? It was revealed by most of the respondents that McDonald's would be ill advised to extend into an area that they have 'nothing to do with? Most people saw farm equipment as having no connection to McDonald's current business. Respondent nine was the exception as the subject referred to the attributes of assembly line production and associations with potatoes and farming.

Dinnerware

Dinnerware was consistently dismissed on the basis that McDonald's does not have a high quality or prestigious image which are important attributes in the new product category. One respondent suggested that McDonald's would be better suited to license or produce paper plates and cups.

Frozen Meals at the Grocery Store

A popular choice based on McDonald's obvious association with food products. Respondents noted that this would also take the least effort. People would recognize the brand in the aisles and instantly connect with it. It was noted that the frozen meals would be easy to make consistent which is an attribute that McDonald's wishes to be associated with. Respondent nine was again somewhat unique by wondering, 'if the food is garbage in the restaurants, why it would be any better from a grocery store??

Amusement Park

This is the brand extension that was met with the most enthusiasm. People saw the park as a natural extension of the McDonald's Playlands. One respondent noted the success of a similar Hershey branded theme park. Strong associations with children often caused respondents to assign this a #1 ranking. The idea sparked the most conversation as respondents began sectioning off the proposed park according to McDonald's characters like Grimace and the Hamburglar. When asked if McDonald's still relies on these characters in their marketing, there seemed to be a degree of uncertainty.

Day Care Facilities

Evoked the most diverse responses. People saw value in a chain of consistent facilities where parents could expect a certain level of service and cleanliness. However, one respondent expressed concern regarding the possibility of one of the restaurant's young (inept) employees taking care of their children. In addition concerns about what the children would be fed every day were raised. McDonald's reputation for unhealthy food was touched on by most survey respondents. One respondent addressed the fact that such an extension would be capital intensive and the training requirements would be considerable. It was therefore judged to be less suitable than a more modest extension like frozen meals. Liability issues were also raised.

Educational Interactive CD-ROM

This option was met with relative indifference. The only connect that people saw was through the association with children. There was concern about the ability of McDonald's to deliver educational material and help with the development of children. The same problem was present with the Day Care option.

Appendix A A Thumbnail SWOT Analysis

Strengths McDonald's food is consistent. Staff are friendly given the demand for rapid transactions. The Company is well regarded in the community as a responsible corporate citizen (Ronald McDonald charitable foundations). A well recognized brand.

Weaknesses Perceived quality is slipping, and fast. The cleanliness that McDonald's espouses is clearly not being delivered. Innovation is slow and falling behind its competition. Franchisees would like more autonomy but that may threaten the consistency which McDonald's is so proud of.

Opportunities Leveraging of the strong brand. The brand is basically an untapped gold mine. Stand behind the lighter choice menu. If it catches on, it will go a long way in changing the unhealthy image.

Threats Competitive pressure from Wendy's, Burger King etc. Environmental and anti-globalization groups. General downturn in US economy.

Appendix C Implementation Process ?A 6 P Analysis

Product Variety will be limited initially. Meals will be based on products that are currently available in McDonald's restaurants (i.e. Chicken Nuggets and fries). McDonald's is clearly not gourmet food so they should avoid moving into the premium priced frozen food section. Quality will be similar to the restaurant's (R&D important here) and the packaging design should evoke feelings of the restaurant. The golden arches logo should be prominent. Kid's meals may wish to include a small toy in order to deliver excitement to the child.

Price McDonald's should keep with a value offering. Price is an attractive feature of the restaurant and should be carried over into the grocery store. Many frozen entrees are expensively priced and McDonald's may benefit from positioning themselves as the dependable, affordable alternative.

Promotion Using the extensive networks of franchises is an excellent way of promoting the offering. McDonald's restaurants may wish to offer a special initial sales promotion whereby restaurant customers receive coupons for 50 cents off of a McDonald's frozen meal purchase.

Place McDonald's should aim for significant grocery store penetration. They will likely wish to stay out of the prestigious chains where sales would likely suffer.

People This element of the mix will be less important than in their restaurants. Poorly run grocery stores with bad service should be avoided if possible in order to avoid negative associations with the brand. Relationships with manufacturers and grocery store managers will be an important part of getting the extension off the ground.

Process McDonald's will have to have a closely monitored supply chain. Orders should be delivered in a timely manner to the various grocery stores. The manufacturing may be done by a company that McDonald's is already familiar with. Quality and consistency of the meals should be closely monitored.

Please note that this sample paper on Brand Management - Mcdonald is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Brand Management - Mcdonald, we are here to assist you. Your cheap custom college paper on Brand Management - Mcdonald will be written from scratch, so you do not have to worry about its originality.

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