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

If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on Affirmative Action. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Affirmative Action paper right on time.

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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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Racial Profiling

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Imagine driving to work, running late for an important meeting. You are driving the posted speed limit, obeying all traffic laws, and you car is in perfect working order. All of a sudden, flashing red and blue lights are behind you and you're being pulled over. The officer treats you as a suspect right off the bat, smothering you with questions concerning what you're doing, where you're going; yet never really telling you why you've been pulled over. Without any warranted reason the officer wants to search your car. After much hassle you are finally free to go, yet still have no explanation as to why you were pulled over to begin with. Now imagine you are black and the officer is white. You have probably just experienced racial profiling.

Racial profiling is a problem which is gaining widespread notoriety in the United States. It may be the most important homeland issue we face today. Racial profiling is a clear violation of the civil rights of United States citizens. Not only does racial profiling affect civilians, but it actually makes law enforcement ineffective. Most efforts to investigate and eradicate racial profiling have failed due to unclear findings and a lack of accountability on the part of law enforcement. New measures must be taken in conjunction with current measures to curb racial profiling. A stringent federal program to monitor and survey our nation's police officers is needed. The public also needs to become more involved in efforts to stop racial profiling. Until these measures are taken, racial profiling will continue to eat away at the heart of our nation.

Racial profiling is one of the most important civil rights issues facing our country today. Not only does racial profiling affect the direct victims, it negatively affects all people of color, in all generations, of all levels of economic standing. The integrity and accountability of law enforcement agencies is lost due to racial profiling. This integrity is lost in the communities that need effective law enforcement the most, making it close to impossible for police officers to do their jobs. Racial profiling can be defined as "any police-initiated action that that relies on the race, ethnicity or national origin rather than behavior of an individual or information that leads the police to a particular individual who has been identified as being, or having been, engaged in criminal activity" (Ramirez, 1). When referring to traffic stops, racial profiling should be defined as an officers use of race or ethnicity as a factor in deciding to stop, question, search or arrest someone.

There are two types of racial profiling, hard and soft. "Hard profiling uses race as the only factor in assessing criminal suspiciousness" (MacDonald, 1). A good example of hard profiling would be an officer seeing a black person and, without more to go on, pulling him over for a search assuming he may be carrying drugs or weapons. "Soft profiling is using race as one factor among others in gauging criminal suspiciousness" (MacDonald, 1). For instance, imagine police had information that a Latino gang, which drives red Hondas, was running drugs along the freeway. A police officer sees a Latino driving above the speed limit in a red Honda, and pulls him over in hopes of finding drugs. This would be a fine example of soft profiling.

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Racial profiling can also be stretched to include characteristics associated with minority or gang related behavior. Peter Noel points out in his Village Voice article that "a baseball cap, worn at an angle, accounts for 10% of stops. A red or blue bandanna accounts for 0% of stops. Large hooded sweatshirts account for 10 percent of stops" (Noel, 4).

The majority of racial profiling instances occur on the freeway. Police officers are pulling over a disproportionate number of minority drivers in order to look for drugs and other contraband. Even if the driver commits a traffic infraction, the reason the officer pulls him over, as opposed to countless other speeders, is his race. This is considered by many to be racism, and a violation of civil rights.

Racial profiling has been monitored in many jurisdictions, and in most cases has been found to be a significant problem. "A 16 study in Maryland found that while African Americans accounted for only 16.% of the drivers on I-5, they constituted 7.% of the drivers stopped and searched by the Maryland State police" (Ramirez, 1). Numbers such as these are very alarming, and hard to ignore. Such an unbalanced average can only point to racial profiling. In a survey conducted along state highways in Pennsylvania over a period of a week, results showed that "African Americans accounted for 7% of all traffic stops" (ACLU).

Racial profiling affects law-abiding citizens as well as offenders. Innocent people of minority ethnic backgrounds are stopped, questioned and searched for reasons that would not lead to the interrogation of a white driver. Minorities report stops based on minor equipment violations such as items hanging from the rear view mirror, and even stops followed by inquiries such as, "whose car is this you're driving?" or "what are you doing in this neighborhood?"

Racial profiling not only violates the civil rights of entire communities in the name of criminal justice, but it is an ineffective crime prevention tool that ultimately victimizes the people it is supposed to be protecting, the non-criminal public. "In a society dedicated to the ideal of equal justice under the law, forcing one group of citizens to put up with disparate treatment because of the color of their skin is positively abhorrent" claims an editorial in the Cincinnati Post (A Chance To Move On).

Racial profiling is often practiced in areas that need a strong police presence the very most. For police work to run its smoothest and most effectively, their must be trust between the civilians and the police officers. The widespread perception among minorities that they are unfairly targeted by the police because of their race has led to a lack of trust in the police. This mistrust harms both the police and minority communities, by making police work more difficult.

Minority communities need effective policing because minorities are much more likely to be victims of violent crime. They need the protection offered by effective police work, and the police want to do their job well. Mistrust of the police makes this goal all but impossible because it makes people less likely to cooperate with the police by reporting crimes and aiding police investigations. In a personal interview Ben Jordan, an African-American, stated that "I have experienced unfair treatment by police, and I have learned to not trust them or cooperate with them" (Jordan, Ben). Due to these kinds of circumstances, both the public and police lose a lot. The investigation and abolishing of racial profiling serves both the interests of the police and the citizens.

Racial profiling is not only discrimination against minorities, it is also a very poor and ineffective method of policing. A common justification for racial profiling in police stops and searches is that it makes sense to stop and search minorities in greater numbers, because they are more likely to be guilty of drug offenses. The reality of the situation is that minorities are arrested for drug offenses in connection with traffic stops at a high rate because they are targeted at a high rate, not because they are more likely than whites to have drugs in their possession. Studies have shown that even when minorities are searched at higher rates, they are no more likely than whites to be carrying illegal drugs.

Reports have actually found minorities are often less likely to be carrying illegal drugs than white people. For example, a nationwide study of racial percentages relating to arrests found that

The percentage of searches in which contraband was found was the same

for black and white drivers 8%. Washington's attorney general reported

that in 1 the "hit rates", or percentage of searches in which contraband

was found, for motorists stopped by the State Patrol were 10.5% for white

drivers and 1.5% black drivers. New York's attorney general reported

that in "stop 'n' frisk" incidents in 18 and 1, the arrest rates were

1.6% for whites, 11.% for Latinos, and 10.5% for blacks. In 18 the

U.S. customs service reported similar numbers for stops and searches in

airports nationwide. Their hit rates were 6.7% for whites, 6.% for blacks,

and .8% for Latinos. (Murakami, A)

Numbers such as these would more accurately point to white people as the worthy recipients of racial profiling, when the truth is that no one deserves such treatment.

While many studies find that racial profiling is a problem, there are almost as many studies that come back with results that seem to indicate racial profiling is a myth. The testimony of victims should be proof enough that these studies are flawed. So what is it that is making this data come back flawed? Most of these numbers are the results of surveys or questionnaires that are given to police officers. The questions are directly related to race. Officers are asked questions such as "did you know the race of the person before stopping them?" or "did race play a role in this incident?" A task force on racial profiling in Seattle said "the question would give officers an easy way out by saying they did not know the driver's race" (Davila, A). Questions such as these leave things clearly in control of the officer. Most police officers are not going to admit to racism. In a personal interview, police officer Rick French stated "not many of my fellow police officers would be willing to imply racism on their behalf or the behalf of their fellow officers" (French, Rick).

Some people say that the reason studies come back with inaccurate and unreliable results is due to confusion over what should be measured and how it should be applied in studies. There are not easy answers to these questions, as evidenced in this article from Time Magazine

Should we take the percentage of traffic stops for a certain racial group

and hold it against that groups percentage in the population? Or should it

be the percentage of stops vs. the actual driving presence if that group in

the area where the stops were made? If we are talking about the

percentage of people arrested for a certain crime, can we consider, the rate

at which others of their race have been picked up for that crime in the past,

or is that data always tainted by the racism of the cops who arrested them?

(Cloud, )

The best way to handle these data collection techniques is with simple questioning and simple analysis. It must be remembered that the citizens are not on trial here, but the actions of our law enforcement agencies.

Many questionnaires ask for the officers badge number. Questions such as these lead to even more fear on the part of the police officer, fear of consequences. What sane person would voluntarily put their job and reputation on the line? Due to these circumstances, the results of these tests cannot always be trusted. Until someone is playing watchdog, evaluating these officers statements, they carry little weight.

While sometimes flawed, data collection legislation is the first step in abolishing racial profiling. So far, eleven states have enacted legislation addressing racial profiling California, Connecticut, Kansas, Massachusetts, Missouri, North Carolina, Oklahoma, Oregon, Rhode Island, Tennessee, and Washington. Since these states took action, legislators in another thirteen states have introduced bills dealing with racial profiling. The strongest of these policies require mandatory, indefinite data collection by all state and local law enforcement agencies. While this is a start, there are many other steps that need to be taken to end racial profiling.

The first step in dealing with racial profiling is for law enforcement agencies to collect data on the race of all the drivers they stop, as well as information about the circumstances of the stop. Data collection is necessary for identifying the problem, and giving direction in attempts to stop racial profiling on the part of individual officers and entire agencies. Data collection should not be viewed as a study. Studies often lead to delays in truly dealing with the problem at hand. Data collection should be looked at as a way of dealing with the problem. Ongoing monitoring and measuring of police performance is needed to ensure effective police work and to protect the civil rights of the public. Measuring performance and outcomes is already an established element of running most programs and businesses. Law enforcement should be no different.

Racial profiling is an important issue that involves civil rights. It must be treated accordingly. Data collection cannot be voluntary. A voluntary program would be ineffective and place the lives of minorities into the hands of individual agencies that may feel it is in their best interests not to evaluate the problem. Agencies that have something to hide or are not committed to civil rights would not participate in the program. Also, voluntary, locally run programs would collect information in a different manner from other areas, making comparison and analysis close to impossible. The federal government needs to organize and implement this program. "In this instance we believe federal intervention is necessary. It brings, if not an absolute assurance that promises will be kept, the next best thing, a stable, respected, established mechanism for enforcement" (A Chance to Move On).

Data collected in this program should include the location, date and time of the stop. The race, age and gender of the person pulled over should also be recorded. Also included in the data should be the reason for the stop, and any data relating to a search, including the grounds for the search and results of the search.

Data collection should be used as a monitoring tool for protecting civil rights and ensuring ongoing achievement of law enforcement goals. It is not just a tool for measuring the magnitude of the problem at one point in time. These data collection practices must be kept in place indefinitely. Racial profiling is a serious civil rights violation, and an obstacle to the relationship between the police and the public. Racial profiling is not a matter to be taken lightly or that requires a short-term solution. "Data collected in cities around the country indicate that racial profiling is a widespread civil rights violation, one that warrants ongoing monitoring of law enforcement agencies" (Center For Policy Alternatives). These federal surveys and data collection techniques should become regular protocol.

Data collection by the federal government would ensure that local agencies are not covering their own tracks, to avoid the embarrassment and scandal of documented racial profiling. While the data collection would be collected in a written format under this program, there would also be random verbal interrogations. These sessions would be conducted by federal officers, trained in the art of deception, and with a good background in the police field. Having these officers present would go a long way in assessing the validity of claims made by police officers. Officers found to be lying or inconsistent in their answers would be dealt with accordingly.

Technology has given us many new ways of monitoring almost anything. Most citizens deal with the reality of being possibly taped and documented anywhere they are, except in the privacy of their own homes. Many offices now have hidden cameras keeping watch over the actions of their employees. Police work should be no different. If there ever was a job where the importance, violence, and authority involved lend themselves to being accountable for the actions taken, police work is the job.

With the now common technology of digital cameras, these devices should be placed inside of all police vehicles, recording the events that unfold twenty-four hours a day, 7 days a week. This would take much of the guesswork out of judging racial profiling cases and issues. These cameras would send the images to a mainframe computer in an undisclosed area. This would provide indisputable evidence regarding the nature and circumstances surrounding most all police stops. This evidence would be tamperproof, and beyond the power of deception. Police officers would be held to all new levels of accountability in their work. These cameras would also prove to be very useful in almost every other avenue of police work. From random traffic stops gone wrong to homicide, cameras in all police cars would be an invaluable tool.

While much reform is needed within the government and law enforcement agencies, the American public must take action if they truly want racial profiling to disappear. The public must become involved on a grass roots level in working and shaping the government. Those who take no action in their government have no right to complain about their government. Citizens need to be informed when election time rolls around, and vote accordingly. Liberal politicians, often Democrats, have historically been more concerned with issues such as racial profiling. There is never a steadfast rule on which politicians to vote for, and the public must educate themselves individually regarding each election.

The public can voice their opinions and concerns regarding racial profiling through the often forgotten methods of protest. Whether it be the preparation and completion of a petition to be sent to various government agencies, or a letter to the editor of the local newspaper, politicians are eventually forced to listen to the voice of the public. What begins as the hard to discern cry of an individual can lead to the all out wailing of the masses, and the powers that be will be forced to listen.

Victims of racial profiling should take the same steps mentioned above. Reports should also be made to law enforcement agencies of all racial profiling occurrences. The American Civil Liberties Union has an area on their website for civilians to report instances of racial profiling. Once supplied with the information, they will take the appropriate steps to insure justice is had.

In conclusion, racial profiling is an enormous problem, one that threatens to eat away at the soul of our country from the inside out. People cannot be expected to live in a society where law enforcement cannot be trusted. The reasons behind the practice of racial profiling are unjust and impractical. The effectiveness of our law enforcement agencies is spiraling downward, and the lack of trust of police by the public due to racial profiling is certainly not a help. With current measures to abolish racial profiling failing, a new federal program to curtail this disturbing trend must be implemented immediately. The public needs to be become more involved in their government. Until these actions are taken, nothing will change. How awful to live in a world of such irony, where the very people who are supposed to protect us from injustice are those feeding it.

Please note that this sample paper on Racial Profiling 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 Racial Profiling, we are here to assist you. Your essay on Racial Profiling will be written from scratch, so you do not have to worry about its originality.

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Gambling

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Gambling is a complex and intriguing human activity. When it appeared long ago, it seen as popular, but it has cycled to the opposite extreme to be rebuked, condemned and repressed as a social evil. More precisely, Video Lottery Terminals (VLTs) are one important aspect of gambling that affects gamblers and makes them addicts. These machines are often refered to as the crack cocaine of gambling, one armed bandits or even the devil`s television. First, to uncover the VLTs world, we need to go back and explore the history of these machines. Then, we need to emphasize on the relation between the population and the machines what attracts people and how? Following this, view by a psychological manner, we have to focus on the fact that VLTs are not random and how people are enslaved by them. Also, the explanation of how these slot machines are taking money from people and their effects. Statistics revealed by a professor who studied gambling in Las Vegas said that 78 per cent of pathological gamblers had thought about suicide and 4 per cent had attempted it; 5.5 per cent said they stole from work to pay for their gambling and 7.5 per cent said they filed for brankruptcy. Finally, the role of the government and the economy will be introduced, and some solutions for addicted gamblers must be included.

First, a little historical introduction is important to analyse where the gambling and VLTs came from. The earliest reference to gambling is found in ancient Egypte displaying various board games. Knuckle-bones, from which dice were derived, were popular in Greece and India (Roman board games). Many other little inventions were created; such as the roulette which was introduced into England in 17 (Roulette history) and playing cards, which originated in

VLTs

1th century China, reached Europe through Spain and were brought to America with Columbus in 14.

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Lotteries were known to exist in early Roman times and were used in judicial proceedings to determine guilt and for the selection of politicians. In England and Western Europe around the 16th century, lotteries became a popular mean of raising government revenue for public projects (lottery history). By 170 lotteries were flourishing to the point of a lottery mania and were more active (Lottery history). Horse racing is several thousand years older than Christianity with Homer and Xenaphon. Knowledge of the first horse race is lost in prehistory (Horse racing). It was then made common in the 11th century in London under the interests of Henry VIII. The formation of the Newmarket Jockey club in 1750 paved the way for the formal regulation of racing (Horse racing).

Poker-machines, referred to as slot machines or Video Lottery Machines, were invented by the American Charles Frey in 185. They gained popularity rapidly to become one of the most profitable gaming devices invented (Slot machine history ...,001-00). Profits derived were so fabulous from such little investment and little effort that governments willingly took advantadge and control of these machines. Today, the number of video lottery machines has increased by thousands year after year and the money continues to grow rapidly in the governemnts pocket. From a journal written by Novak (18) it is said that the amount of money players fed into the machines went from $1.4 billion in 16 to $.1 billion in 17 (p. ).

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It is important to examine the relationship between the population and the Video Lottery Terminals. The question that psychologists and sociologists often ask themselves is what attracts people to VLTs? First, the machines are often very attractive because of their splendid colour

and their simpleness. The games are usually visually appealing. Some would like to say that they are architecturally primitive (Golfman, N., December 18), but because they are not complicated to play and there are not many buttons and readings, the players like these machines that require no skill. "And even though it is a chance outcome, it seems that there is some skill involved. So, you get the sense that you are good at what you are doing" (King, M., March 1). Long ago, these boxes were rudimentary with brown and black colours. But today, to attracted even more people, they are striking with fluorescent coulours and are becomming more modern to fit into today's world. It is seen that after playing a couple of times, it is very difficult to resist the temptation to drop a coin when you are given the opportunity. The next point is in fact about control. People think they have control over their game, but they are just pushing a button or pulling a bar. The rest of the job is done by the machine and it decide when to stop. Also, because it is so simple, it is quicker to play. It is also a way to pass time and some people like it better then sports or reading.

In fact, VLTs are easier to play with, you can do many things at the same time while playing and it does not require much of your brain to understand the games. A player can easily have a cigarette, take a sip from his or her beer or even chat on a cell phone while "keeping the game's images in play with some gentle one-fingered pressure applied to a large well-worn button" (Golfman, N., December 18). These machines only provide an illusion of activity. Also, some games are more popular because they stimulate more than others. The Real Games

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such as poker, blackjack and Keno are far more popular than other gaming terminal options (Golfman, N., December 18). If we compare the card game solitaire to Keno, we can see the difference of stimulation. The software for a game of solitaire on a computer is programmed to deal whatever cards it wants. Keno requires merely picking some lucky numbers, hardly a stimulating way to pass the time (Golfman, N., December 18). And with VLTs games like poker or blackjack, you get to chose the cards you want, instead of having it done by the computer. This way, you have a chance where the computer could choose weather you win or lose. When somebody plays these games, he does not have a partner which is often more stimulating. But that is why the Real Games are visually appealing.

Many people think that they have an equal chance to win or lose money when playing with VLTs. The population is not aware that most of these slot machines are not random. In fact, they look random, but thousands of winning combinations have been removed from these games. If VLTs were random, the machine would lose a large amount of money occasionally. But it seems like this does not happen. For example, the Five Reel slot machines are the biggest money makers in Alberta VLTs (Vegas Professor Say..., October 1, 000) and the odds of winning are terrible. The Five Reel game has five pay lines including the three lines across and the diagonal corners. The cost to play is 5 cents per line, per spin, which can be increased to a maximum of $.50 per spin. This game can easily cost $00 per hour, but the jackpot is only $50. How can we really know if VLTs are random or not? When a player pushes the button which activates the spin, is it really him who decides when to stop? No, it is the machine, so we have no control over them. Again with the Five Reel game, only 1% of all combinations (7,6,64) are actually winning spins where the pay out is higher than the original bet; 45% of the combinations

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pay absolutely nothing (means the player lose); 8% pay less than the original bet (the player still lose) and 1% of the combinations return the original bet (Vegas Professor Say ....,October 1, 000). That means you can only win 1% of the time and this is how government make millions of dollars per month. "Your losses and winnings are electronically tallied as you play, (...)" (Cook, J., 1) and this means we have no control over our bet.

Psychologist and sociologist often analyze how VLTs enslave people and take their money. First, the prime objective of slot machines is to make you believe that the winning combinations are imminent so you keep playing and putting your money into the machine. It means that these machines are very quick. It is not like lottery tickets with which you have to wait often half a week or a week to receive the results and see if you win or not. "They are widely available, but you have to wait until Saturday night to get the results of the draw" (King, M., March 1). For VLTs, the rate of play, rate of return, and the rate of feedback are very quick as a matter of seconds. This is one factor of problem gambling. What happens is that instead of spending the money just won to buy a beer or two, "the now pleasantly hooked client will more than likely roll the credits towards the next set of games" (Golfman, N., December 18). Then, before the player can realize it, he has just passed hours in front of the machine, the credits have led to incredible betting and a big amount of money will be gone. The machines seen to have the capacity to enslave the gambler. When a player loses, he usually has the tendency to play again because he wants to win and since VLTs are fast, it is easy to just replay as much as he wants. VLTs can be played as quickly as 0 times a minute. "In that time an enthusiast can set and lose up to $5" (Golfman, N., December 18). So, during an hour, the player can give up almost $00 to the machine.

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Another factor that causes problem gambling is the accessibility of VLTs. They are widely available in bars and casinos. Anybody can have access to them and even teenagers can easily play with the machines. For example, a man living in Montreal, who just finished working and receives a small salary with a wife and kids, can easily go play at the casino and spend all his money. People become addicted to VLTs and cannot stop playing. Also, many VLTs

outlets are open 4 hours and it is not unusual to hear someone's playing 6 hours straight (Novak, V., 18).

After having identified the quickness of the play and the ease of access to VLTs as factors in problem gambling, we can identify a third one. VLTs are not expensive (King, M., March 1). It only cost 5 cents to play with certain machines. Because you only need pocket change to play and because it seems like a really small amount of money, people tend to play longer with a larger amount over time. "It does not seem like a big investment" (King, M., March 1).

There are various effects and consequences of being addicted to gambling. Lots of players are at risk to develop problems. They become absorbed in their game and also they "mobilise their bodies to function with astonishing mechanical dispatch-like rats in a control experiment" (Golfman, N., December 18). Many scientists did experiments with rats and discovered that when they stimulated the rodents brain, the animals kept returning to the place where they were receiving the stimulation. VLTs uses reinforcement as well to make the gamblers play more and more. This refers to any event which increases the probability that a response will occur again (Coon, D., 000). While playing, the reinforcement is money and the response occurs when the players keep playing. This creates addiction and it is considered as a

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disease. Professionals "who specialise in gambling addiction agree that video poker provides an exceptionally fast track of addiction" (Novak, V., 18). Other scientific research show that video games cause addiction and are enjoyed by many players diagnosed with addiction-disease (Golfman, N., December 18). This is why the gamblers always return to play even if they do not have the money for it. It is a great pleasure that they cannot live without it.

There are many effects of the addiction on gamblers. The player can lose all his money and with it, his house and job. He can lose his wife and even kids. Men are often the gamblers and women or children are the ones who are often physically or sexually assaulted (Macionis, Benoit, & Janson, 1). Often, because of this, the player thinks about suicide and can even attempt it. He can also make criminal acts or just steals money. Both of these acts are terrible and can get the person into prison. Some gamblers just go through alcohol and drug abuse to get away from their problems. As an example, a young pizza-franchise manager has a criminal record after feeding the machines for weeks with his store's cash (Novak, V., 18).

Next, the governments are the one who gets the profits. So, do they really want to shut down the VLTs or to ban these machines from bars and casinos? They are "virtually vacuuming up gambling profits directly from the machines into their treasury" (Golfman, N., December 18). Some provinces share as much as 80 per cent of the net revenues produced by VLTs, "making it virtually impossible for government to resist their invading presence" (Golfman, N., December 18). The money from these machines are a form of hidden tax. The Government uses this money to repair roads, pay bills and manage government itself as taxes do. They also spend money on gambling problems (about $150 000 a year in the province of Newfoundland), but it cannot be compared to the $80 million that they collect from bars and casinos with VLTs

VLTs

(Golfman, N., December 18). So, can we say that governments are supporting problem- gamblers as much as they could? Not really. Another example is in South Dakota where VLTs make 70 per cent profit (Vegas Professor Say ....,October 1, 000). Most successful businesses are only making around 10 per cent profit, so video lottery machines are making 60 per cent more profit then other good businesses.

We can really say that lottery terminals are a source of revenue for state budget. They turned gambling into a supposed source of money for causes like education, environment and economic development but, in fact, it is more like a tax to gain money to go in government treasury. "Last year, the VLTs yielded Montana $1 million on tax revenue, South Dakota $5 million, five to ten times what their conventional lotteries do" (Cook, J., 1). Since the 170s, there has been significant expansion of gambling. Various form of gambling were legalize to "increase revenue without having to rely upon more traditional forms of taxation" (Carr, Buchoski, Kofoed & Morgan, 16). Today, VLTs are part of our lives and governments do not want to ban them. It seems that they do not realize the problems that these machines are causing on the population. "The phrase problem gambler is itself still a suspiciously new term, and one that governments refused to recognize until VLTs conquered the landscape" (Golfman, N., December 18).

There are many possible solutions for addictive gamblers. First, we could shut down the machines. In South Carolina, the Supreme Court shut down 6,000 video lottery machines on July 1st, 000. By this, the number of active Gambler's Anonymous groups was cut in three months, from to 16 groups (Vegas Professor Say ....,October 1, 000). In South Carolina, the Governor said that VLTs are a cancer and he wants them out. If all forms of government could

VLTs 10

do the same thing, there would have a lower race of addicted gamblers. This Governor made an effort to ban these machines. "It passed overwhelmingly in the house, then was filibustered to death in the senate, but is sure to resurface next year" (Novak, V., 18). There are other states where there are signs of reassessment taking place. In Louisiana, many people voted to ban the machines starting next year (Novak, V., 18).

As a second solution, reduction in the speed of the units themselves is a possibility. Many casinos say that slowing down the games mean losing clients (Golfman, N., December 18). People get bored with slow games and will stop playing them. For now, it is only a recommendation and it has not yet been applied. Maybe by losing clients, it will reduce the number of addicted gamblers.

The most current solution, or should we say help, is treatment. Scientists are still at the beginning phases of research on the effectiveness of various treatment approaches (King, 1). Some Addiction Centre and Gambler's Anonymous centres offer help to addicted gamblers. These include self-help groups, support groups, therapy, individual and family counselling, family support and number of treatment programs for people who feel they need a break from their surroundings in order to quit gambling (King, 1). The emphases of these centres are on developing strategies to stay "quit" once you have quit. "For example, these strategies can be external (controlling access to money), or cognitive (helping people to understand their thought patterns and how what they think may lead to into gambling or not gambling)" (King, 1).

The shut down of VLTs and the number of people entering some centres are related. When video machines were turned off in South Dakota, the number of individuals receiving treatments for problem gambling diminished abruptly (Carr, Buchoski, Kofoed & Morgan,

VLTs 11

16). This suggests that VLTs present a unique risk for development of problems severe enough for the need of treatments. But the thing is we know that only a very small proportion of those identified as having a problem actually seek treatment. Most of the population do not realize their addiction and continue to play.

In conclusion, in addition of being the biggest revenue producer for governments, video lottery terminals are also the biggest cause of problem gambling. No other style of gambling creates such an hypnotic fascination. It is seen many times that it is very difficult to resist the temptation to drop a coin when given the opportunity. It cannot be denied that problem gambling is a reality and we have to do something to stop it. Solutions such as banning the machines are efficient and we should do it everywhere. As Quinn says, a director of Carolina Psychological Services in Columbia "video lottery machines are not worth the cost to society in lost productivity on the job, crime, divorce and bankruptcy" (Vegas Professor Say ....,October 1, 000).

Carr, R. D., Buchoski, J. E., Kofoed, L., & Morgan, T. J. (January 16). "Video Lottery" and treatment for pathological gambling A natural experiment in South Dakota. South Dakota Journal of Medicine, 4. Retrieved February 5, 00, from http//med.usd.edu/sdsma/16/6010.htm

Cook, J. (1). Legalizing the slots. Forbes, 14.

Coon, D. (000). Essentials of psychology Exploration and application. Belmon, CA Wadsworth/Thomson Learning.

Golfman, N. (December 18). Gambling addicts. Canadian Forum, 77.

Horse racing. (n.d.). Retrieved April nd, 00, from http//www.casinoblackjack.co.uk/horse-racing.html

King, M. (March 1). Spotlight on ... Video Lottery Terminals (VLTs). Retrieved

February 5, 00, from http//www.crha-health.ab.ca/clin/adultpsy/articles/

Spotlite_vlts.htm

Lipsey, R. G. & Ragan, C. T. S. (001). Macroeconomics. Toronto Pearson Education Canada Inc.

Lottery history. (n.d.). Retrieved April nd, 00, from http//www.naspl.org/history.html

Macionis, J. J., Benoit, C. M. & Janson, S. M. (1). Society The basics. Scarborough, ON Prentice Hall Canada Inc.

Novak, V. (18). They call it video crack. Time, 151.

Perritt, G. W. (1). Don't bet on it. Forbes, 14.

Roulette history. (n.d.). Retrieved April nd, 00, from http//www.online-gambling-source.com/roulette-history.html

Roman board games. (n.d.). Retrieved April nd, 00, from http//.personal.psu.edu/users/w/x/wxk116/roma/rbgames.htnl

Slot machine history-who's crazy idea was this anyway? (001-00). Retrieved April nd, 00, from http//www.online-slots.net/slots_history.html

Vegas professor says benefits of video lottery not worth costs.(October 1, 000). Retrieved February 5, 00, from http//www.ncalg.org/news-101a00.htm

Please note that this sample paper on gambling 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 gambling, we are here to assist you. Your essay on gambling will be written from scratch, so you do not have to worry about its originality.

Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!