Alzheimers Disease Essay - 1800 Words

Alzheimers Disease On the first day of class, it was proposed that Brain=Behavior, implying that not only all actions and emotions can be explained by neuronal activity, but also the very sense of self which is so important to many of us. This latter implication was met with considerable resistance. Surely there must be more to an individuals personality and Self than a bunch of patterns of activity across neurons. Through the research I have done for this paper, I have discovered that disorders such as Alzheimers disease add a new twist to the debate surrounding the origin of the Self. My purpose here is to provide an overview of Alzheimers disease, including its neurobiological basis, the differences between early and late†¦show more content†¦The disease functions by causing neurons to degenerate and lose their synapses with other nerves, thus cutting down severely on the intercellular communication which lies at the heart of all behavior. (1). Degeneration is characterized by clumps of beta amyloid (a protein fragment derived from amyloid precursor protein, or APP) called neuritic plaques which form outside and around neurons, as well as by the twisting and tangling of a neurons microtubules, a phenomenon referred to as neurofibrillary tangles (1, 2). These tangles specifically involve a protein known as tau, which usually forms the crosspieces or rungs of the parallel-running tracks of microtubules. In Alzheimers patients, however, these crosspieces twist into helical shapes, thus breaking down the neurons inner transportation system. The precise functions of beta amyloid and tau are not yet known; however, various studies suggest that beta amyloid may be involved in altering the concentrations of various chemicals both inside and outside of neurons, either by creating extra channels in the neuronal membrane or by changing already existing channels (see 1 for more details). (1) Research targeting the cause, or possibly, causes of Alzheimers disease has a number of areas of focus, including several neurotransmitters, various postsynaptic events, genetic factors, cell metabolism, and possible environmental contributorsShow MoreRelatedAlzheimers Disease945 Words   |  4 PagesAlzheimer’s Disease Alzheimer’s Disease is a progressive neurological disease; it often attacks the brain tissues causing memory loss of one’s identity and regular behaviors. Statistics indicates that the rate of predicted people to get Alzheimer’s will increase briskly as time goes on. There are currently no cures for such disastrous disease, but there are currently approved treatments available that can help people within the early stages of Alzheimer’s. Once the disease is too far alongRead MoreAlzheimers Disease3170 Words   |  13 PagesThe Role of Caregiving to Patients with Alzheimer’s Disease Megan Zann April 27, 2012 Health Psychology Dr. Ackerman Introduction It is normal to periodically forget your keys or a homework assignment, because you generally remember these things later. However, individuals who suffer from Alzheimer’s disease may forget things more often, but they do not remember them again. The incidence of Alzheimer’s disease has dramatically increased because people are living longer. This is a result ofRead MoreEssay on Alzheimers Disease1503 Words   |  7 Pagesâ€Å"Alzheimer’s disease is a form of dementia that gets worse over time. It leads to nerve cell death, and tissue loss throughout the brain. Over time, the brain shrinks dramatically, affecting nearly all its functions. It gradually destroys a persons memory and ability to learn and carry out daily activities such as talking, eating, and going to the bathroom† (What Is Alzheimer’s). Early symptoms include personality changes, memory impairment, problems with language, decision-making ability, judgmentRead MoreAlzheimers Dis ease Essay2414 Words   |  10 PagesAlzheimers Disease Alzheimer’s disease is the disease of the century. This disease is affecting many lives, families, and caregivers. This research presented is to help educate on the topic of Alzheimer’s disease, which many people aren’t aware enough about. Statistics are given to show how extreme this disease is, and how many people it’s affecting in society. Also statistics are presented that give the amount of money being spent relating to Alzheimer’s disease. This research explainsRead MoreAlzheimer’s Disease Essay2544 Words   |  11 PagesAlzheimer’s disease defined: Alzheimer’s disease (AD) is a progressive, terminal, degenerative brain disease. It is the fourth leading cause of death in adults and currently affects over four million people in the United States. This number is expected to increase over the next several years as the baby boomers age, until it reaches fourteen million by the year 2025. Alzheimer disease generally occurs in people over seventy five years of age; however it does strike people in their forties, fiftiesRead MoreEssay on Alzheimers Disease2405 Words   |  10 PagesAlzheimers Disease is a condition that affects 50% of the population over the age of eighty five, which equals four million Americans each year. It is becoming an important and high-profile issue in todays society for everyone. There are rapid advancements being made in the fight against this disease now more than ever, and the purpose of this essay is to educate the public on the background as well as the new discoveries. There are many new drugs that are being tested and studied every day whichRead MoreAlzheimers Disease Essay2168 Words   |  9 PagesAlzheimer’s disease or AD is an incurable disorder of the brain that results in loss of normal brain structure and function. In an AD brain, normal brain tissue is slowly replaced by structures called plaques and neurofibrillary tang les. The plaques represent a naturally occurring sticky protein called beta amyloid and in an Alzheimer’s brain, sufferer’s tend to accumulate too much of this protein. Neurofibrillary tangles represent collapsed tau proteins which, in a normal brain along with microtubulesRead MoreEssay on Alzheimers Disease813 Words   |  4 Pagesï » ¿Topic: Alzheimer’s Disease Specific Purpose: To help my audience understand what Alzheimer’s Disease is. Thesis Statement: The need to educate people on Alzheimer’s Disease for family members or friends in-case a loved one is diagnosed. Introduction: A. What would one do if their family member or friend knew of someone who was diagnosed with Alzheimer’s Disease? What would they do to help or take care of this family member? Well, I work in a nursing home with the elderly with this diseaseRead MoreEssay on Alzheimers Disease 512 Words   |  3 Pagesmajor medical advancements like the world has never seen before, some diseases still continue to plague the human race and confuse even some of the brightest scientists today. Unfortunately, Alzheimer Disease (AD) is one of them and it affects between 2.4 and 4.5 million people in America. Alzheimer’s is usually diagnosed in people over the age of 65, but in rarer cases people as young as 16 have it. Since it is a degenerative disease, patients develop it with few symptoms at an earlier stage, but thenRead More Alzheimer’s Disease Essay1176 Words   |  5 PagesAlzheimer’s Disease Alzheimer’s Disease is a disease of the future. With the growing aged population, this disease, which affects primarily the elderly, will become of increasing relevance to the medical profession. Also, the high frequency of Alzheimer’s, and the high cost in labor, money, and material of caring for its victims shall put considerable burden on the society as a whole. Here, however, these issues are not going to be debated. Instead the pathology of Alzheimer’s will be reviewed

Cleaning Area of Medical Equipment †Free Samples to Students

Question: Discuss about the Cleaning Area of Medical Equipment. Answer: Introduction: A contaminated area is a place where all the dirty surgical items and other equipment are sent in boxes. Items are regularly physically checked to confirm that they are at their right place. Equipment in this field flows in one direction. Items used for the survey are sent for quality cleaning according to their priority. To avoid contamination, doorways are appropriately sterilized. No one can enter into the cleaning premises before showing their identification card. Even, the workers have to show their ID cards. Sterile and contaminated medical instruments are always kept in different boxes. All the sterile items are transferred into the clean place so they can again used in multiple medical procedures. Various kind of rubbish material is thrown in the garbage, and all the sharps instrument first put in the boxes and then sent for the process of disposition. Scrubber signed this process. The labels are used to find their actual status, i.e., prior or post-surgery. Date, patient nam e, and signature are written on the label. Delicate items are separated from solid ones. Items that cannot handle the pressure of disinfectants are manually cleaned. Before putting in a tray, contaminated items are sprayed by a disinfectant. The equipment that is used at the time of abdomen surgery is washed in a particular place and by a different procedure. Machine and manual process are two methods of cleaning and disinfection. Mostly, machine procedure is used because it takes around one hour. In this process, the first step is rinse; second is a wash using disinfectant and last in drying thermally. Ultrasound is used for cleaning unreachable areas. The ultrasound work through a generator that creates energy that makes vacuum to clean the objects. Multiple chemicals are used in producing plastics. There are various stages in a machine which cleans the plastic. Index washer is the first chamber which includes two minutes pre-rinse with tap water. For next five minutes, it is wash ed at a temperature of 60 with an enzymatic solution, and then it is rinsed using mineral water. After that, the equipment proceeds to ultra-sonic, where it stays for six minutes. Then the object is dried after using thermal disinfection. It is necessary to ensure that your hands are cleaned after visiting the contaminated area. Cleaning or sterilized area Before performing surgery, a bunch of items is sent to the operators, and they counter check and pack such items before sending it back to the hospital. Operator ensures that equipment is clean and sterilized before sending them back to the hospital. After checking the items, operator provides that tray is ready to use and items are available to wrap. There is a specific procedure of packaging such equipment; the wrapping material allows the steam to release and pass through. Linen is used in covering the heavy loads.

The Death Of Socrates Essay Research Paper free essay sample

The Death Of Socrates Essay, Research Paper # 8220 ; Crito, you and other people who claimed to be friends to Socrates are all useless! How could you have been so cowardly, or lazy, or stingy, as to let you # 8216 ; friend # 8217 ; to decease? Surely, with a small bravery, energy, and money, you could hold saved him. # 8221 ; Those are strong accusals coming from person who evidently did non cognize Socrates every bit good as his other pupils or me. Although, I expected that people would respond this manner to my actions, or deficiency of actions, sing Socrates death.For Socrates, being executed was the lone option available to him. Of class we, his friends, could hold helped him to get away, but what would that turn out? It would merely travel against everything that Socrates has taught us. It would besides withstand everything that Socrates stood for in life. Escaping penalty, would hold been an unfair and fearful act for him. We will write a custom essay sample on The Death Of Socrates Essay Research Paper or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Disobeying the jurisprudence would put a bad illustration for his fellow citizens. In add-on, it would destroy his repute for being merely and following the Torahs of the authorities. Socrates believed that, although he was wrongfully accused, he was Gb ven a fair trial through the eyes of the law. The fact that he was given a fair trial means that he was given a fair punishment. If this punishment is not carried out, justice will not be served. Escaping punishment would cause a conflict between his teachings and his actions. This would eradicate the moral reputation that Socrates had built for himself throughout his life. The question he would have asked himself would have been, â€Å"What kind of example would I be setting if I dishonored my own teachings?† He saw his punishment as a contract between he and the government, and he firmly believed that agreements should not be broken. This is the same government that allowed him to live life as he chose, so why harm an institution that benefited him?In addition, what kind of student would I be if I disregarded everything I learned from my teacher and helped him to escape? That would go against my own principles and destroy my self-respect. If I helped Socrates to escape, al l of his lessons and our discussions would have lost all meaning. So I ask you, how could I have helped Socrates escape and then live with my actions?

Feminist Literary Criticism Defined

Feminist Literary Criticism Defined Feminist literary criticism (also known as feminist criticism) is the literary analysis that arises from the viewpoint of feminism, ​feminist theory, and/or feminist politics. Critical Methodology A feminist literary critic resists traditional assumptions while reading a text. In addition to challenging assumptions which were thought to be universal, feminist literary criticism actively supports including womens knowledge in literature and valuing womens experiences. The basic methods of feminist literary criticism include: Identifying with female characters: By examining the way female characters are defined, critics challenge the male-centered outlook of authors. Feminist literary criticism suggests that women in literature have been historically presented as objects seen from a male perspective.Reevaluating literature and the world in which literature is read: By revisiting the classic literature, the critic can question whether society has predominantly valued male authors and their literary works because it has valued males more than females. Embodying or Undercutting Stereotypes Feminist literary criticism recognizes that literature both reflects and shapes stereotypes and other cultural assumptions.  Thus, feminist literary criticism examines how works of literature embody patriarchal attitudes or undercut them, sometimes both happening within the same work. Feminist theory and various forms of feminist critique began long before the formal naming of the school of literary criticism. In so-called first-wave feminism, the Womans Bible, written in the late 19th century by Elizabeth Cady Stanton, is an example of a work of criticism firmly in this school, looking beyond the more obvious male-centered outlook and interpretation. PhotoQuest / Getty Images During the period of second-wave feminism, academic circles increasingly challenged the male literary canon. Feminist literary criticism has since intertwined with postmodernism and increasingly complex questions of gender and societal roles. Tools of the Feminist Literary Critic Feminist literary criticism may bring in tools from other critical disciplines, such as historical analysis, psychology, linguistics, sociological analysis, economic analysis, for instance.  Feminist criticism may also look at intersectionality, looking at how factors including race, sexuality, physical ability, and class are also involved. Feminist literary criticism may use any of the following methods: Deconstructing the way that women characters are described in novels, stories, plays, biographies, and histories, especially if the author is maleDeconstructing how ones own gender influences how one reads and interprets a text, and which characters and how the reader identifies depending on the readers genderDeconstructing how women autobiographers and biographers of women treat their subjects, and how biographers treat women who are secondary to the main subjectDescribing relationships between the literary text and ideas about power and sexuality and genderCritique of patriarchal or woman-marginalizing language, such as a universal use of the masculine pronouns he and himNoticing and unpacking differences in how men and women write: a style, for instance, where women use more reflexive language and men use more direct language (example: she let herself in vs. he opened the door)Reclaiming women writers who are little known or have been marginalized or undervalued, sometimes referre d to as expanding or criticizing the canon- the usual list of important authors and works  (Examples include raising up the contributions of early playwright ​Aphra Behn, showing how she was treated differently than male writers from her own time forward, and the retrieval of Zora Neale Hurstons writing by Alice Walker.) Reclaiming the female voice as a valuable contribution to literature, even if formerly marginalized or ignoredAnalyzing multiple works in a genre as an overview of a feminist approach to that genre: for example, science fiction or detective fictionAnalyzing multiple works by a single author (often female)Examining how relationships between men and women and those assuming male and female roles are depicted in the text, including power relationsExamining the text to find ways in which patriarchy is resisted or could have been resisted Feminist literary criticism is distinguished from gynocriticism because feminist literary criticism may also analyze and deconstruct literary works of men. Gynocriticism Gynocriticism, or gynocritics, refers to the literary study of women as writers. It is a critical practice exploring and recording female creativity. Gynocriticism attempts to understand women’s writing as a fundamental part of female reality. Some critics now use â€Å"gynocriticism† to refer to the practice and â€Å"gynocritics† to refer to the practitioners. American literary critic Elaine Showalter coined the term gynocritics in her 1979 essay â€Å"Towards a Feminist Poetics.† Unlike feminist literary criticism, which might analyze works by male authors from a feminist perspective, gynocriticism wanted to establish a literary tradition of women without incorporating male authors. Showalter felt that feminist criticism still worked within male assumptions, while gynocriticism would begin a new phase of women’s self-discovery. Resources and Further Reading Alcott, Louisa May. The Feminist Alcott: Stories of a Womans Power. Edited by Madeleine B. Stern, Northeastern University, 1996.Barr, Marleen S. Lost in Space: Probing Feminist Science Fiction and Beyond. University of North Carolina, 1993.Bolin, Alice. Dead Girls: Essays on Surviving an American Obsession. William Morrow, 2018.Burke, Sally. American Feminist Playwrights: A Critical History. Twayne, 1996.Carlin, Deborah. Cather, Canon, and the Politics of Reading. University of Massachusetts, 1992.Castillo, Debra A. Talking Back: Toward a Latin American Feminist Literary Criticism. Cornell University, 1992.Chocano, Carina. You Play the Girl. Mariner, 2017.Gilbert, Sandra M., and Susan Gubar, editors. Feminist Literary Theory and Criticism: A Norton Reader. Norton, 2007.Gilbert, Sandra M., and Susan Gubar, editors. Shakespeares Sisters: Feminist Essays on Women Poets. Indiana University, 1993.Lauret, Maria. Liberating Literature: Feminist Fiction in America. Routledge, 1994.Lavigne, C arlen. Cyberpunk Women, Feminism and Science Fiction: A Critical Study. McFarland, 2013. Lorde, Audre. Sister Outsider: Essays and Speeches. Penguin, 2020.Perreault, Jeanne. Writing Selves: Contemporary Feminist Autography. University of Minnesota, 1995.Plain, Gill, and Susan Sellers, editors. A History of Feminist Literary Criticism. Cambridge University, 2012.Smith, Sidonie, and Julia Watson, editors. De/Colonizing the Subject: The Politics of Gender in Womens Autobiography. University of Minnesota, 1992. This article was edited and with significant additions by Jone Johnson Lewis

This paper needs to be written on the topic of what changes one can Essay

This paper needs to be written on the topic of what changes one can expect when they move out of their parents home and on to their owen. See below for more details - Essay Example Generally, the advantage of living independently is that you learn how to manage your expenses, prepare your own food, manage your time to do household chores, be responsible in paying the bills on time, and to keep a job to sustain your daily needs. On the other hand, the disadvantages of living apart from your parents would sometimes prompt you to get a job and forget about going to college; this happens at times since teens cannot support their own studies unless they get help from their parents. Another disadvantages of moving out of your parents’ house is to maintain the security of your place; this means that you must always be cautious at all times for your security since you are not familiar with the neighborhood and the nature of the people in the community. Another inconvenience in living on your own is the time management; you must expect to have less time for studying and your social life since the household chores would take up some of your time unlike when you ar e in your parents’ house where your mother or your housekeeper usually performs these tasks for you. The first matter to consider before making that big decision is how to sustain our daily necessities. To do this, we need to find a good paying job that can cover the expenses for the rent, food, clothing, transportation, water bills, and electricity bills. Search for jobs in newspapers and online job portals. If you are lucky enough to find a good job, you must be ready to present the required documents for your job application. Some requirements for a job application includes: a copy of your birth certificate; your Social Security Card; your Driver’s License; a copy of your Diploma, your GED or certificates you have received from trainings you have attended (Surviving the Transition). Other requirements include your resume that contains information about your education and your work experiences; a well-composed

The Effects of Earthquakes on People and Property Essay

The Effects of Earthquakes on People and Property - Essay Example They believed that the earth floats on the sea and whenever it is agitated, earthquakes are produced. And, the best story that portrays the damages caused by earthquakes is that of the people from Peru. They believe that earthquakes occur whenever their god visits the earth to count the number of people in it. As he does so, the people leave their houses in order to help him finish his work faster and keep themselves safe at the same time. Even now, in the present, people have created some myths that describe the damages caused by earthquakes. One of them is that of the Swallowing Earth which theorized that a chasm can form along the fault and anything and anyone in that vicinity can be swallowed by the earth. No one, however, has been reported to have died from such a fate. Contrary to the myths that were presented in this introduction, this paper will focus on the documented damages caused by earthquakes. The two major effects caused by earthquakes are shaking and ground rupture. This can lead to damages to buildings and other rigid structures. The intensity of the damage is defined by the magnitude of the earthquake, the distance of the area from the epicenter or the origin of an earthquake, and the geological and geomorphological conditions of the location which can significantly increase or decrease the propagation of the waves generated by an earthquake. When there is an earthquake, the area where the epicenter is located is usually the most damaged. This can be clearly described by a graph made by a Japanese engineer, Shigeru Tani, that showed the relationship of the damage percentage of the fill dams in Japan to the distance of the epicenter. According to the graph, the farther the fill dams are from the epicenter, the lesser the damage is. There are some exceptions to this rule, however. There are times when the biggest damage can occur away from the epicenter. A very good example would be the Denali Fault Earthquake in Alaska which happened in November 3, 2002. In this case, the area 330 kilometers away from the epicenter received the greatest damage. Since the location was sparsely populated, there were no deaths and there was little damage on the structures. A facility which is 40 miles from the eastern part of the fault rupture was damaged such that it was no longer usable. This was the runway of the Northway Airport which was damaged by lateral spreading and sand boils. Fortunately, none of the oil pipes in the ruptured areas were destroyed during the earthquake. The worst thing about earthquakes is that they do not choose the structures that they bring down. Many buildings, dams and roads have been damage by earthquakes. Even historical sites are not saved from this disaster. In Israel, an earthquake which has an intensity of 5.3, shook the Temple Mount, opening up a large hole. In addition to the damages caused by shaking and ground rupture, earthquakes can also cause landslides and avalanches. A very good example of this is the January 13 earthquake in El Salvador which had an intensity of

Advertising Influences Purchasing Decisions Of Students Marketing Essay

Advertising Influences Purchasing Decisions Of Students Marketing Essay Total 2010 UK advertising expenditure amounted to 14.5 billion. Of this, more than 80 per cent was spent on display advertising in the press, broadcast, print and outdoor media. (Source: The Advertising Association) Under the current circumstances, advertising represents one of the major sectors in the economy with millions of workers worldwide. The efficiency of functioning of the economy in general, to a considerable degree, depends on that sector. Advertising accompanies competition between companies and is an essential attribute of the market economy. 1.2 Background Companies need to understand consumer behaviour in order to find the best way on how to shift demand of products in their favour. When companies are able to discover the reasons why consumers make particular purchasing decisions, they can adapt their marketing efforts to better suit the needs of the consumers. Understanding consumer behaviour may result in increased sales and improved profit performance of the organization. Classical microeconomic theories of consumer behaviour have focused on the principles of rational consumer behaviour, which suggests that consumers choice is primarily a matter of personal preferences, whereas utility theory of consumer behaviour maintains that consumer choices reflect their attempt to secure maximum usefulness from their financial resources. Citation! While classical theories still apply in contemporary western societies, the role of mass media, internet and various aspect of modern culture may have fundamentally changed many elements in the understanding of consumer behaviour. Also marketing opportunities available in the digital information age have altered the way how consumer choice is being shaped and used for profit. Advertising is perhaps the first thing that people think about when considering marketing. Companies must do more than make good products they must inform consumers about product benefits and carefully position products in consumers minds. To do this, they must skilfully use the mass-promotion tools of advertising. Advertising strategy consists of two major elements: creating advertising messages and selecting advertising media. Media planners consider many factors when making their media choices. The media habits of target consumers will affect media choice advertisers look for media that reach target consumers effectively. Target audiences are set to focus on different groups: adults, teens, pre-schoolers and other groups. It is essential to become familiar the target market, their habits, behaviours and attitude to advertising in general. It is known that student youth is less conservative in their views and decisions, comparing to others age and social groups. 1.3 Research Aims and Rationale Based on the above information, the main aim of the research is to investigate the extent to which the purchasing decisions of students in the UK are influenced by the advertisement campaigns. During the preparation of the current research paper a questionnaire was carried out among Queen Marys students, which aimed to study their attitude to advertising. Survey sample covered opinions of 20 young people between the ages of 21-24, that is students in their last years of studies. The survey had a probing character and could not represent the aggregate of the student youth population or even more general adult audience with statistical precision. However it offers a clear representation of dominating tendencies in preferences and opinions of the chosen audience, which is the main aim of mass advertising. 1.4 Outline of the Project The second chapter of this project will review the literature, and will focus on the importance of choosing an advertising media. Chapter 3 will introduce research method and procedures. Reasons for specific questions will be considered. Chapter 4 will report and analyse the results of the conducted survey. Finally a conclusion will be made in Chapter 5. It will also include recommendations for further research. Chapter 2: Literature review Advertising is an important means by which economic enterprises communicate with both their current and potential customers. It is often said that to be effective an advertisement must be read, understood, believed, remembered and acted upon (Adcock, Halborg, Ross, 2001) There are five principal ways in which a company can communicate with its markets: Media advertising (commercial television and radio, the press, posters, cinema and direct mail/internet) Public relations activities Selling Merchandising Packaging (Chisnal, 2001) These promotional activities are at the heart of effective marketing strategies. According to Adcock, Halborg, Ross, (2001) advertising strategy consists of two major elements: creating advertising messages and selecting advertising media. The major steps in media selection are: deciding on reach, frequency and impact; choosing among major media types; selecting specific media vehicles; and deciding on media timing. Media planners consider many factors when making their media choices. The media habits of target consumers will affect media choice advertisers look for media that reach target consumers effectively (Kotler, Armstrong, 1997). For example fashions are best advertised in colour magazines while daily newspapers are a first consideration in advertising real estate. Therefore different types of messages may require different media. The major media types are newspapers, television, radio, magazines, outdoor and the Internet. It is important to list advantages and limitations of these mediums, as they will prove to be guidelines in the interpretation of the observed results. For example, newspapers appeal for their timeliness and high believability. However, its audience is relatively small. On the other hand television has good mass market coverage and combines sight, sound and motion but it is quite expensive. Magazines are known for their credibility and prestige. Advantages of outdoor advertising are high repeat exposure and low cost, while lack of creativeness is its limitation (Adcock, Halborg, Ross, 2001). Advertising on the Internet is a growing market; commercials are very flexible and can be viewed anytime. Cost is another major factor in media choice. Whereas television is very expensive, for example, newspaper advertising costs much less. Setting the advertising budget is a complex task. Some critics claim that large consumer packaged-goods firms tend to spend too much on advertising. They claim that the large consumer companies use lots of image advertising without really knowing its effects. They overspend as a form of insurance against not spending enough. (Kotler, Armstrong, 1997) For a long time, television and magazines have dominated in the media mixes of advertisers with other media being neglected (Jobber, 1995). Recently, however, the costs of these media have gone up and audiences have dropped. Advertisers are now increasingly turning to alternative media, such as outdoor advertising or the Internet. The question that concerns companies remains the same: how much effect does advertising spending really has on consumer buying and branding royalty? In order to answer it media impact must be re-examined regularly. Chapter 3: Research Method and Procedure 3.1 Introduction The current research paper is concerned with determining an appropriate media type (medium) which better suits habits and preferences of the observed population. This chapter re Therefore the aim of this chapter is to review the research methods which were used in this project. It is necessary for a researcher to choose a suitable method for the problem. To get a full picture a blend of qualitative and quantative research analysis is recommended. This research will take the following procedure: define the research objectives, develop the research approach and examine the process. 3.2 Research Objectives. This research takes into consideration three main objectives. Firstly, it seeks to determine respondents attitudes to advertising in general. Secondly, it tries to identify students preferences among different types of media. The final objective of the survey is concerned with evaluating the impacts of advertisement campaigns on the purchasing decisions of students in the UK. Research sample Since the population all International Students in London is too big, the sample, that is going to be extracted from the population, are twenty Queen Mary University students doing Pre-Masters foundation Program in 2010-11. The sample technique that is going to be used is a simple random sampling or just random sampling. This method assumes that each unit has exactly the same chance to be selected and used in order to avoid any bias 3.3 Research Approach and Instruments. There are several methods of collecting data for a research. In the current paper the primary data was collected using questionnaires. This method has proved to be efficient way in getting both quantative and qualitative data. The questionnaire (Appendix 1) incorporated both main types of questions which are commonly used in surveys: open-ended questions and closed questions. Open questions are interesting because of the spontaneity and individual flavour of the replies, but frequently it is difficult to compress free answers into a limited number of computer coding. Whereas open questions gave to the research depth and range of information, findings in closed questions provided the research with statistical evidence. 3.4 Process Interviewer was recording all answers verbatim because there is always a danger of interviewer bias through inaccurate recording. In order to make the sampling random, the survey will be conducted in place and at the time when it is highly possible to chose from relatively large number of students 3.4 Specific questions Question 1 and 2 determines Question 3 is marketing question Questions 4 and 5 attempts to Questions 6 to 8 looks at In giving an answer to the question 1: What is your attitude to advertising in general? respondents had a considerable freedom in phrasing an answer, which may be lengthy and detailed, and in his or her own words. In the question 3 respondents were able to choose from a range of possible answers. The simple follow up question invited to give a more detailed explanation on the subject. Questions 4 to 8 were closed type questions, which call strictly limited responses. The respondents were offered a choice of alternative replies from which he or she was expected to select an answer corresponding to his or her personal views on a particular subject. The research used simple binary questions requiring yes or no answer. 3.5 Summary The results of this process will appear and be analysed in the next chapter. Chapter 4: Results 4.1 Introduction This project sought to examine exposure to advertising media among students and find out to what extent advertising influences their purchasing decisions. To achieve the research projects aim and rationale, a questionnaire was utilized as stated in the previous chapter. The following section will present and analyse results (see Appendix 2) of this survey. 4.2 Findings. Part 1 As shown in Figure 1, the largest proportion of respondents prefers television, whereas magazines took the second place. The results also indicate that the Internet is the third most popular media, while newspaper and outdoor advertising share the fourth place. The percentages indicate the proportion of total votes students gave to a specific media. Respondents could make multiple choices in this question. From the qualitative data, the popularity of television was not a surprise as it combines sight, sound and motion. It was described by respondents as the most effective and the best medium for advertising. Its advantage lies in broad mass market coverage. It is believed that magazines appeal to students for their credibility and prestige; long life and good secondary readership (Adcock, Halborg and Ross, 2001). Students explained that it is good for fashion, and pictures of movie stars make it attractive. Outdoor media was described as the most creative and eye catching. It is interesting to note that on the contrary (Ibid) mentioned little creativity as a negative side of this type of media. Newspapers appeal for its timeliness and high believability (Ibid). It is noted that they are popular among respondents who spend a lot of time travelling. Internet advertising is a relatively new media type. However, the number of its admirers grows. It can be partly explained by the growing popularity of online shopping. Another advantage is that it has no time limitation and can be viewed day and night. However, respondents mentioned spam as its negative point. Radio came last, probably due to its disadvantages, being that it has fleeting exposure and encourages lack of concentration. 4.2 Finding. Part 2 The figure 2 below shows responses to questions 1-2 and 4-8. The bar chart clearly shows students opinions on specific subjects. The majority of students have a positive attitude to advertising and commonly cite its informative function. In other words it creates awareness of products. It is noted that some students see the artistic value in commercials. Advertising creates awareness, so it is no wonder that majority (65%) prefer advertised products over unadvertised (question 4). However, there is a strong opinion that quality products do not need advertising. There have been quite a few commercials that state that a product of their company is better than the competitors product. The results show that the vast majority of respondents do not believe those commercials. Therefore, might be a good idea for companies not to employ such advertising strategies. Slightly more than a half of respondent believe that commercials help them to make a better purchase. It is noted that consumers are better off when exposed to some information about the product before buying it. However 45% prefer to do their own research about the product. Answers to the question 7 clearly show the power of advertising. Eighty five per cent of students wanted to try something just because they saw it in a commercial. It is noted, that respondents were curious and wanted try a product to see whether it was as good as the commercial said it was. It is important to note that 70% of respondents sometimes sing songs from commercials. This may work as an indicator for companies that adding an appealing tune to a commercial can increase sales. 4.3 Summary The results have helped to reach the objectives of this research. This chapter has attempted to compare findings with description of Adcock, Halborg and Ross, (2001). Summary will appear in the next chapter. Chapter 5: Conclusion Introduction This chapter will summarize the findings of this research project, highlight some of the interesting results, offer practical implications, cite limitations of this project and give suggestions for further research. Summary of Findings and Interesting Findings The purpose of the current study was to identify an advertising media with the largest exposure and find out the effect it has on its target audience. Results were analysed in the previous chapter. Practical implications of this research were also considered. Identifying and understanding the target audience is important for companies who use advertising tools to promote their products. The evidence about students preferences among different media types may help companies to better allocate their advertising space. Results have shown that students have positive attitude towards advertising in general because it carries an informative function, creates awareness and helps them to make a better purchase. Some interesting results were found. For example, an advertising strategy, when a company positions their products as superior to a competitors products proved ineffective as only few students trusted such commercials. Companies may also consider adding appealing songs to their commercials. Limitations of the Research The current study was limited by the size of the sample and imbalance concerning the students country of origin. Since all of the respondents within this project were international students, the findings do not necessarily reflect the habits and opinions of all students. This is important since advertising campaigns usually target the values of the western societies and different cultures may have different attitudes towards advertising. Therefore, it would be important to conduct further research in this area of media influence and involve more respondents from western culture countries. Another limitation is that the questionnaire might have been more complete if it incorporated likelihood scales. Recommendations for further studies This research has raised many questions in need of investigation. The designed questions were not perfect so some other aspects may be needed to investigate what contributes to making a purchasing decision. Some factors examined in this research influence consumers but do not necessarily mean that they will make an actual purchase. For example, further research may investigate what advertising strategies such as verbal or visual elements appeal to consumers. Endnote This project has been concerned with advertisings influence on students purchasing decisions and the research indicates that choosing the correct advertising strategy is a crucial element in an effective marketing strategy. Bibliography Kotler Philip, Armstrong Gary Kotler Philip, Armstrong Gary, Saunders John, Wong Veronica Dennis Adcock, Al Halborg, Caroline Ross Principles and practise of marketing, Fourth edition published 2001. David Jobber, Principles and practice of marketing, 1995 Peter Chisnall, Marketing research, McGraw Hill, 2001 The Advertising Association. www.adassoc.org.uk