Discussion Essay Example | Topics and Well Written Essays - 1000 words - 3

Discussion - Essay Example This philosophy requires that whatever one believes to be true or rational, must set aside while assuming the new opinion to be in provisional presumption. This not only helps the listener to put himself in the shoe of the speaker for the time being, but also helps him to get a clear picture of the speakers view. Moreover, this principle develops within a person the patience require to negate his personal attitudes and helps him to absorb a new concept, which might he has never come across. Interpretationism: Interpretation acts as a significant tool in the principle of charity and, is the process of evaluating attitudes to an individual on the basis of what he believes, says and does. Child (1996, p. 7) suggests that whenever we interpret someone, we actually aim to make attempt to sense of him by attributing beliefs, desires, intentions, emotions, and other propositional attitudes in the light of which we try to predict his rational action to the extent where we feel to gain an understanding of the nature of his mental reflection. An interpretation conception to this principle revolves around the notion that no individual can claim to be perfectly rational. He is always ready to learn new ideas which means he is exposed to all sorts of local irrationality in thought and action to which he believes is rational, but in fact is not rational for the set of attitudes he possess are absolutely irrational. Thus, he creates a nexus between the propositional attitudes and the notion of rationality as one of the source of interpretationists principle of charity. Contradiction incurs when the listener has own set of premises and is not ready to consider any argument other than the one he hold. Through such attitude, the listener actually contradicts to believe in the other set of principles and is adamant to learn no new concept or approach. This deviates from the above discussed principle of prediction because

Interpersonalinterprofessional skills - social work Essay

Interpersonalinterprofessional skills - social work - Essay Example Today there are several families where the elderly people need care, children especially the disabled need support and increasing number of people are patients of AIDS and other STDs. Social workers are expected to reach out to these people in need as well as to those social problems such as abuse, family issues, rape, etc. The result is that social workers experience increasing pressure on a day to day basis. If we look into the professional roles of social workers it can be said that presently it is focused on managing access to available services rather than on helping people find solutions to their problems. As a result of this the trend is now that people have become passive recipients of services and are not much involved in participating in social care. A typical social worker needs to be dedicated, intelligent, and demonstrate leadership qualities, work with the team, and also requires a capacity for critical thinking. Professional social workers are committed to a value base and the British Association of Social Workers defines five basic values - â€Å"Social work practice should both promote respect for human dignity and pursue social justice, through service to humanity, integrity and competence† (ADSW, 2004). In fact these are the basic values that empower the behaviour of social workers while in the field. A professional approach is a must in working with individuals, families, social groups or communities, especially an unbiased approach. Today, many consider social work is a meaningful career, diverse, dynamic, challenging, and have a deep sense of satisfaction. This is the basic reason that social work has now become a subject that need to be specialised in before it is taken up as a profession. There are several qualities in particular the leadership qualities that need to be developed. It is expected that from the professional training, social workers get a wide range of knowledge on people’s needs and allow them to

Issues Around The Elderly And Mental Health Social Work Essay

Issues Around The Elderly And Mental Health Social Work Essay This assignment will look issues around older peoples mental health, in particular, dementia and abuse; this will include demographics of older people, statistics, the history, definitions and causes of dementia, and finally the lack of legislation to protect vulnerable people from harm and the implications for social work practice. The population surge at the end of world war 2 has gave rise to an unprecedented population explosion and to what we now call the baby boomers, these people are now in their retirement years'(Summers Et al, 2006), and our population now contains larger percentage of older people that ever. In society today elder people are becoming the fastest increasing population in the UK, National Statistics (2009) states that the population of the UK is ageing. Over the last 25 years the percentage of the population aged 65 and over increased from 15 per cent in 1983 to 16 per cent in 2008, an increase of 1.5 million people in this age group. Due to the increase of the ageing population we are now seeing emerging health and social care issues in our society. Many older people will be active, involved within the community, and independent of others. However, as you get older it is natural to experience pain, a decline in mobility or mental awareness. Mind (2010) states that the most common mental health problems in older people are depression and dementia. There is a widespread belief that these problems are a natural part of the ageing process, but this not the case; it can start as early 40 but is more common in older people (Royal college of Psychiatrists, 2009), however, there only 20 per cent of people over 85, and 5 per cent over 65, have dementia; 10-15 per cent of people over 65 have depression (Mind, 2010). It is important to remember that the majority of older people remain in good mental health. Dementia mainly affects older people, although it can affect younger people; there are 15,000 people in the UK under the age of 65 who have dementia (Alzheimers society, 2010). However, currently 700,000 or one person in every 88 in the UK have dementia, incurring a yearly cost of  £17bn, and the London School of Economics and Institute of Psychiatry research calculated that more that 1.7 million people will have dementia b y 2051 reported by BBC news (2007). The word dementia comes from the Latin demens meaning without a mind. References to dementia can be found in Roman medical texts and in the philosophical works of Cicero. The term dementia came into common usage from the 18th Century when it had both clinical and legal connotations. Dementia implied a lack of competence and an inability to manage ones own affairs. Medical use of the term dementia evolved throughout the 19th century and was used to describe people whose mental disabilities were secondary to acquired brain damage, usually degenerative and often associated with old age (Kennard 2006). From the 20th century onwards scientific knowledge was supplemented through the examination of the brain and brain tissue which was founded and performed by a physician Alois Alzheimer (Plontz, 2010). The National service framework (Department of Health, 2001, p96) now defines dementia as a clinical syndrome characterised by a widespread loss of mental function. The term dementia is used to describe the symptoms that occur in a group of diseases that affect the normal working functions of the brain. This can lead to a decline of mental ability, affecting memory, thinking, problem solving, concentration and perception, also problems with speech and understanding (Mind, 2010). Dementia is progressive, which means the symptoms will gradually get worse. How fast dementia progresses will depend on the individual. Each person is unique and will experience dementia in their own way (Alzheimers society, 2010). Symptoms of dementia include: Loss of memory, Mood changes, and Communication problems. In the later stages of dementia, the person affected will have problems carrying out everyday tasks, and will become increasingly dependent on other people, two thirds of people with dementia live in the community while one third live in a care home (Alzheimers society, 2010). There are many types of dementia, and some of the causes of dementia are rarer th an others, Alzheimers disease is the most common cause, damaged tissue builds up in the brain to form deposits called plaques and tangles, these cause the brain cells around them to die (Royal college of Psychiatrists, 2009). Other most commonly known is vascular disease, Dementia with Lewy bodies, Fronto-temporal dementia. Mostly, patients themselves do not present to the clinician with dementia, owing to gradual onset and denial of the problem. There is no cure for dementia but there is medication that will help to slow down the progression of the disease. When finding help for dementia it is usually the primary carers, caregivers, supporters, partners or family members who initiate asking help and a diagnosis (Brodaty, 1990). Depression may be misdiagnosed as dementia the difference being that people who have depression are more likely to be aware of their issues therefore are able to discuss them, whereas someone with dementia may not be able to do this due to their symptoms. Nonetheless, the Mental Capacity Act (2005) states that every person has the right to make their own decisions and must be assumed to have capacity unless otherwise proven and people should be supported to make any decisions. Under the MCA, you are required to make an assessment of capacity before carrying out any care or treatment (Office of the public guardian, 2009). The Mental capacity act is an act that protects individual rights and ensures that the persons liberty is not taken. It is based on best practice and creates a single, coherent framework for dealing with mental capacity issues and an improved system for settling disputes, dealing with personal welfare issues and the property and affairs of people who lack capacity. I t puts the individual who lacks capacity at the heart of decision making and places a strong emphasis on supporting and enabling the individual to make their own decisions (Office of the public guardian, 2009). However, even with a structure in place to protect individuals rights and liberties many people who have dementia are more vulnerable to abuse due to their lack of capacity. The University College London research revealed that a third of carers admitted significant abuse, in total 115 carers reported at least some abusive behaviour, and 74 reported more serious levels of mistreatment (Cooper et al, 2009). Caregivers can also be on the receiving end of verbal or physical abuse directed at them by parents or spouses who are confused and angry over declining mental capacities due to stroke and Alzheimers disease. In some cases, Alzheimers disease or other forms of dementia may cause the patient to be uncharacteristically aggressive (Coyne, 1996). It is only in recent years that abuse of the elderly has become more apparent, Crawford Et al (2008, p122) argues that over time it has very slowly come to the attention of people in the last 50 years that abuse does actually exist behind closed doors; in the 1950s older people lived in large families where issues were hidden, and in the 60s to 70s older people started living alone or in residential homes and it was not until the early 80s that abuse had started to be recognised and defined. Penhale and Kingston(1997) argue that over the years it has been difficult to emphasise the issues of abuse due to not finding a sound theoretical base to which an agreement of a standard definition can be made and applied. Action on elder abuse (2006) defines elder abuse as A single or repeated act or lack of appropriate action, occurring within any relationship where there is an expectation of trust, which causes harm or distress to an older person. Abuse comes in not just physical abuse it com es also in sexual, psychological, neglect, discrimination and financial as well. Older people may be abused by a wide range of people including family members, friends, professional staff, care workers, volunteers or other service users, abuse can also be perpetrated as a result of deliberate, negligence or ignorance (Royal pharmaceutical society (RCA), 2007). Abuse can occur in a variety of circumstances and places such as, in own home, in a residential or day care setting or hospital and can by more than one person or organisation. Pritchard (2005) asserts that we will never have a true picture of the prevalence of elder abuse due to the unreported cases, and can only count ones that are known to organisations and services. Most abuse is still unreported due to victims being frightened, ashamed and embarrassed to report the abuse, not realising their rights or not being able to due to tier mental health. Summers et al (2006, p7) points out that those statutes that make abuse criminal are often ineffective due to them not being utilised by the victim, and this means that this will be the biggest challenge and barrier for change in getting people to recognise the scale of the problem and raising awareness so that the government agree to change the legislation to protect older people. Abuse of any kind should not be ignored and there should be legislation to protect adults from abuse like there is in child protection, people who recognise the extent of elder abuse argue why should adults be treated as second class to children, is their suffering and deaths any less important? The Alzheimers Society (2010) states that abuse of people with dementia should be considered in the same way as child abuse. Crawford and Walker (2008, p12) state that prejudice refers to an inflexibility of the mind and thought, to values and attitudes that stand in the way of fair and non judgmental practice. Thompson (2006, p13) defines discrimination as the process in which difference is identified and that difference is used as the basis of unfair treatment. A barrier to recognising the abuse of people with dementia and older people is that of social stigma, negative perceptions and connotations of words for mental health, such as confused or senile. Confused is something that we all experience at some time in our lives, whereas senile is a more complex word and the first recording of its usage was neutral meaning pertaining to old age, but now has negative connotations linked to mental decline due to age (Crawford and Walker, 2008). Therefore, challenging peoples perceptions needs to done to change these social constructs to enable a change in legislation and protection of vulnerable adults. In March 2010 the department of health ran a series of campaigns to address poor public understanding of dementia which included TV, radio, press and online advertising featuring real-people with dementia (Department of health, 2009). In 2009 the first ever dementia strategy was launched that hopes to transform the quality of dementia care, It sets out initiatives designed to make the lives of people with dementia, their carers and families better and more fulfilled It will increase awareness of dementia, ensure early diagnosis and intervention and radically improve the quality of care that people with the condition receive. Proposals include the introduction of a dementia specialist into every general hospital and care home and for mental health teams to assess people with dementia (Department of health, 2009). However, this is not legislation it is just a strategy for dealing with people with dementia. The government are recognising that there is little protection for vulnerable adults and that further legislation need to be put in place and stating that dementia care is a priority (BBC news, 2007). At present, there is no one specific legislation which directly protects vulnerable adults, instead the applicable duties and powers to assess and intervene are contained within a range of legislation and frameworks, such as the Mental Capacity Act 2005 and Mental Health Act 2007 and the national service framework for older people. One of the themes for national service framework (NSF) is respecting the individual which was triggered by a concern about widespread infringement of dignity and unfair discrimination in older peoples access to care. The NSF therefore leads plans to tackle age discrimination and to ensure that older people are treated with respect, according to their individual needs, specifically in standard 2 it relates to person centred care (Crawford and Walker, 2008, p8). And expectation of NSF is that there must be systems and processes put in place to enable multi agency working. In 2000 the government published No secrets which is guidance that requires local authorities to set up a multi agency framework which includes health and the police with a lead person (adult social care) to carry out procedures into the allegations of abuse whilst balancing confidentiality and information sharing (Samuel, 2008). No Secrets is only guidance and does not carry the same status as legislation, the LAs compliance is assessed through an inspection process, therefore the LA can with good reason choose to ignore the guidance (Action on elder abuse, 2006). This has concerned agencies who want to see the protection of adults given the same equivalent priorities as child protection and think that legislation is the only way to accomplish this. A review of No Secrets guidance has been carried out in 2008 and consulted with over 12000 people (Department of Health, 2009), the report found that over half (68%) of the respondents were in agreement to new safeguarding legislation and 92% wanted local safeguarding boards to be placed on a statutory footing and still there is no legislation to protect vulnerable adults (Ahmed, 2009). A recent article in community care told the failure of the government to commit to making a policy has only strengthened campaigners fight and given rise to criticism (Ahmed, 2009). The need to protect vulnerable people brought about the protection of vulnerable adults scheme (POVA) which is run by the Department of Health to regulate and monitor the employment of staff in the social care workforce, through this scheme a list of people who are unsuitable to work with vulnerable people is kept. More recently, the Safeguarding of Vulnerable Groups Act 2006 which was launched in 2008 replaced POVA with the Independent Safeguarding Authority (IDeA, 2009). The problem with this is that abusers of dementia sufferers are usually family member or informal carer that are under considerable stress and may not receiving help from within the health and social care system, therefore, an abusive situation can carry on for some time until the situation is found by an outsider. This situation may only be found when a informal carer starts asking for help, and when informed of the situation it is good practice and essential to make sure that carers are getting the help they need which can prevent the abusive situations. Under the 1995 Carers (Recognition and Services) Act carers are entitled their own assessment of need and by doing so this may allow for respite or payments to be made for their services (Parker Et al, 2003). University College London researchers who interviewed people caring for relatives with dementia in their own homes stated within their research that Giving carers access to respite, psychological support and financial security could help end mistreatment (Cooper et al,2009). When working with relatives who are carers it is important to remember who is the service user, although it is important to ascertain the wishes of the relative it should not override the wishes of the service user, this is especially true when there is a break down in the care of the service user and the carer wishes the service user to be placed in care. Many older people with dementia receive care in a residential home; this may be due to family member no longer being able to cope with the care of the person. The local authority has a duty to assess the needs of a person with dementia ensuring that their wishes are heard and adequate care is put in place. Assessment is an ongoing process, in which the client participates, the purpose of which is to understand people in relation to their environment; it is a basis for planning what needs to be done to maintain, improve or bring about change in the person, the environment or both (Anderson Et al, 2005). The trouble with placing people with dementia in care homes is there are not enough care homes specifically for people with dementia and people end up in a home that do not have trained staff to cope with individual needs of someone with dementia, therefore, people s wishes may not be heard. As part of the joint assessment process it is the social workers role to ascertain the wishes of the individual, this is done by assessing their needs in an holistic way which includes and medical and social aspects of the person. If there is doubt as to the mental capacity of the person then a mental capacity assessment will need to be acquired by asking to joint assess with community psychiatric nurses (CPN). Priestley (1998) states that the community care reforms established the principle of joint working between health and social services authorities as a priority for effective care assessment and management with social services taking the lead role. In conclusion there seem to have been many shifts in the direction of how policy and procedures framework and guidance care for people with dementia, although there is still no firm legislation to protect them. However, there seems to be more recognition of the issues that surround dementia and future goals are towards the training of people to understand those issues so that professionals are able to deal with the complex needs of a person with dementia. Word count 2969

A Case Study of a Colloid Cyst :: Medical Tumors Cancer Essays

A Case Study of a Colloid Cyst Colloid cysts in the third ventricle of are very rare intracranial benign tumors. The cysts are located deep inside which makes treatment of the tumor very difficult. It takes a team of skilled professionals to treat patient with these kinds of cysts. The two people that I will be focusing on are the Neurologist and the Neurosurgeon even though there are whole teams of people that specialize in neurosurgery and that see to the patients care pre and post operation. The Role of the Neurologist: The role of the Neurologist is to diagnose and come up with a plan of action for the patient, depending on what is wrong with the patient. The Neurologist can order test for the patient to see what is wrong and what needs to be done. These tests can include but are not limited to blood test, CT scan, or MRI scan. The Neurologist works with the Neurosurgeon and instructs him or her on what to do during the surgery. Patient can get referred to Neurologist for many reasons but most often the patient symptoms are intracranial pressure (headaches) and/ or dizzy spells. Common signs of a colloid cyst are short-term memory interruptions and papilledema. Papilledema is swelling of the optic disk where the optic nerve enters the eyeball. The optic nerve is responsible for carrying virtual impulses to the brain. Based on the symptoms of the patient the neurologist will order test to find out what is going on. A Magnetic Resonance Imaging (MRI) is one way of diagnosing. Most of the brain and central nervous system problems are diagnosed through the use of a MRI. MRI creates an image using nuclear magnetic resonance and is possible because the human body is filled with small biological magnets. (See figure 1, normal brain during MRI) In the case of the patient he never saw a neurologist because his colloid cyst was found during a routine CAT scan following his accident. However the patient was suffering from dizzy spells prior to surgery. For patients with a colloid cyst the most common plan of action is surgery, which is preformed about 93% of the time. The two method used most often are Transcallosal and transcortialtransventricular. Out of the 105 patients in the

Place of Business I would like to work upon graduation Essay

The contemporary state of affairs in relation to the crisis facing the pharmacy and hospital in general is both compelling and confounding. The decisions based on the recruitment hiring, retention and staffing makes the crisis very compelling as they are usually given the first priority for a majority of managers in the pharmacy departments in hospitals. Similarly the problem is confounding as a majority of the pharmacy departments appear to be facing a worsening situation for these crises and there is no tangible solution and at times the least elusive and frustrating for the people involved.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Many hospitals have increased salaries for their pharmacists to be in line with the market demand, but the problem gets more complex when the managers find out that the profit drug stores chains have double or at least increased their salaries and wages for the qualified pharmacists at a faster rate than theirs. The profession has tried to create an increasing demand for its expertise; but apparently the limited number of pharmacists characterizing the low staffing in the hospitals seems to be undermining these efforts. The safety initiatives on the part of medication have enhanced the demand for the pharmacists. (Diane A, 2001)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One of the most glaring statements that are normally made by most medical staff is that they need pharmacists doing the rounds like physicians, nurses in order to monitor and at the same time improve medication quality in the hospitals. Often, the question asked by most people is why the lack of pharmacists if patients, nurses, physicians are already present. If all these medical staff are able to be present everyday and doing the rounds why then can’t pharmacists also be there every day. By restructuring what the pharmacists and hospitals do and how they do them then the response to the patient health care can it be greatly possible to achieve this.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The curriculum provided for by the all pharm D has effectively reduce the supply of pharmacists in the recent past in spite of the increased number of new colleges offering pharmacy as a course. Thus the agony facing most hospital managers has been that of who will be around during the night shifts like other medical practitioners and at other odd times other than the weekdays. For a majority of pharmacy departments, technology which has seen the advent of automation has contributed very little to alleviate these problems. Most of the hospitals including those with the state- of- the art physician order entry systems have equally been faced with the situation of having to look for pharmacists to enter the orders of medication in the pharmacy records. Even though there have been attempts to address this issue with some technicians assuming the role of pharmacist and other duties that they do perform; the demand for pharmacists has by far outdone the place with which the technicians do get assimilated in to the system. In addition, the rate as well as the number with which new drugs are being approved by FDA, together with the complexity of application of the said drugs, has compounded the problems facing the institutions and the practice.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   There are not so many pharmacists who can effectively command a great sense of knowledge on the entire inventory of drugs found in this institution’s formularies. The effect brought about by this is that of pharmacists having the desire and ready to specialize which complicates the problem of recruitment of qualified personnel even further. Ideally these are the issues that Norfow hospital and many other hospital institutions have to grapple with. (Frederick J. 2002)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The increasing number in new colleges of pharmacy will not solve the staffing problem in the short term. What this step is brand to offer little or no solution in the short term. The solution that is offered by such a measure is only in the long- term at some intermediate point and as such has to be factored within context of financial constraints. With this various questions like, can the existing colleges find the appropriate faculty as well as clinical rotations so as to expand class sizes in a significant proportion. Is it possible for organized pharmacy to have a union that is able to speak in one voice when faced with the issue of different constituencies that are within the profession having various needs as well as incentives. The glaring dichotomy that exists between the health care system and chair during store pharmacy practice has often made it very difficult to offer training to pharmacists to become generalists in the profession with the ability to successfully practice in these two direct working environment. Thus when the shift plus is shifted to other profession to offer guidance or direction might not be much of a better solution. (Frederick J. 2002)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Most pharmacists often wonder whether the shrinking gap that exists between the wages and salaries of physicians and pharmacists makes the prospect of pursuing pharmacy practice. The pharmacy department may face staffing problems where acute shortages of staff may affect the way prescriptions are handled .Staff in the pharmacy department are needed to handle the screening, packaging , keying in and dispensing to patients. Patients tend to take longer periods of time waiting to be served due to the low or inadequate staffing levels. Staff shortages create room for other complex problems like inefficient record management which could lead to inadequate drug supply control. At times drugs could run out of stock causing inconveniences to patients. Appropriate measures like adequate staffing management would ensure effective record management and replenishment or reorder levels could be done to ensure that drugs do not run completely out of stock. This will be a step forward to ensure patient satisfaction levels are higher. This would translate to more trust on the pharmacy department as well as on the entire hospital at large. Less staffing would make pharmacists to be overworked as they would be extremely busy. This would see them fatigued. Staffing problems in hospitals occurs in the technical department. Limited numbers of qualified pharmacists may be due to lesser people pursuing pharmacy. Again others claim that the remuneration in hospitals is poor and hence shy off venturing into it. Retaining the staff already working is a difficult task but it is very critical and pharmacy managers should be keen to consider it. (http://www.careerpharm.com/employer/resources/Parker.pdf)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     High turnover rates in pharmacy could be attributed to increased workload as well as stress associated with pharmacy. Hospitals ought to recruit more staff both technicians and support staff to reduce the workload pharmacists have.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Turns over rates are influenced by the working environment, training, stress and skill mix. Managers should ensure that the working environment is conducive for the pharmacists as well as their support staff. Roles should be clearly defined so that each staff understands their duties and responsibilities. Conflicting roles would work to demoralize the employees who may seek other opportunities. Clearly defined duties work to enhance the efficiency of any organization and pharmacy managers should ensure role clarity and well defined responsibilities. Effective training works to increase employees and consequently their retention will be attained .The pharmacy department should be well structured and it should allow for progression of pharmacists by effective training. The hospital should allow for professional growth if its goals are to be achieved. This is because employees seek to stick to jobs that offer them professional growth. Training could be done through research opportunities and through conference attendance where people learn of new experiences from experts. Encouraging continued professional development for instance by offering loans to those interested in furthering their studies would work as an incentive to work. It would increase motivation of the staff members and consequently their retention. Provision of an effective or appropriate technical and administrative support would reduce the work load that pharmacists have. Managers ought to be very cautious to hire multi skilled technicians who can multitask thus saving time for the pharmacists. (Cooke M and Pharm M, 2000).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Utilizing locum pharmacists is also an appropriate measure in solving the workload problem. Locum pharmacists who are mostly from abroad can be utilized. They offer appropriate services as they have the appropriate training. Quality of work done is therefore not jeopardized. The hospital can utilize part time workers who can be sought during when need arises for instance when absenteeism occurs.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Efficiency can be improved and workload deceased if positive changes are incorporated. Effective labeling of drugs would save time taken searching for them. To retain the staff in pharmacy one can use the joint approach method whereby hospitals can embrace staff working in other areas for instance in the community or with the general practitioner GP. Care should however be taken to ensure that the timing does not clash and that they still retain their roles. Their hiring should not staff adversely affect the links between the hospital and the outside community. Pharmacy managers should ensure that the system allows staff to move upwards as long as they acquire the appropriate skill. As long as they acquire the appropriate skills pharmacists should rise up the social ladder and their salaries should increase with time. Encouraging staff members to advance their skill acquisition would work to benefit both the staff and the hospital at large. Pharmacists and other support staff should not be paid below what the market dictates as that would act as a disincentive for them to work. It would only lead to increased job turn over rates.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Inadequate staffing means that the prescription levels are high and patient have to delay before being served. Adopting appropriate technology and re-engineering the administrative procedures would work to increase effectiveness and efficiency in pharmacies. (http://www.careerpharm.com/employer/resources/Parker.pdf)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Pharmacy educators have a role to play in ensuring that the declining numbers of enrollments are stopped. People opt for other careers due to the workload and decreased job satisfaction perceived to be associated with pharmacy. Increased educational time period to acquire pharmacy licensing has also decreased the number of enrollments in pharmacy. It discourages potential pharmacists who opt for other careers which can be pursued at shorter durations or periods.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Staff shortages precipitate temporary cutbacks in the operational hours of pharmacies. Better technology would result to automation which can reduce the workload on the existing staff thus reducing their turnover. Attractive packages like good salaries and other benefits like offering a company car would work to attract new staff. New and improved workflow enhancements can make the processing of prescription very efficient. Use of administrative software s like TechRX and Script Pro can help in increasing the efficiency in pharmacies.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Additional training on technicians would equip them with appropriate skills to handle questions from patients, administering claims as well as checking for errors. Introduction of more education, training and competency exams would work to increase the quality and quantity of work produced by technicians. The move to encourage pharmacy students by offering financial aid to students and schools of pharmacy also works to increase the number of qualified staff in pharmacy.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Retaining good pharmacists will entail recruiting the appropriate person, offering satisfactory work, creating an empowered environment that focuses on development excellence as well as being involved in professional organization. Hiring pharmacists should be after effective consideration whether a hospital is willing and capable to invest in training a recent graduate or is looking for one with a wealth of experience. Satisfactory work optimizes the workers satisfaction levels and consequently their motivation and retention. Developmental excellence is about ensuring sustainable and continuous quality improvement through training. (Brannick J. and Harris J, 1999).   Internal pathway to for growth entails enrollment of pharmacists to degree programs as well as technician enrollment in pharmacy schools. Encouraging staff members to be active in professional organizations where they can gain collective benefits acts as an incentive for them. Pharmacy staff can be encouraged to participate in pharmacy school activities where they can act as mentors to the student. Such a move may increase the pharmacists’ retention as it could increase their job satisfaction levels. (Cooke M and Pharm M, 2000).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Retired pharmacists can return to their jobs to cover for the junior staff who seeks advancement in pharmacy practice. Hospitals ought to be willing to accommodate such staff. Both parties would benefit from such an arrangement. The hospital would gain from the experience and skills as the retired staff gets a chance to earn extra income without the pressure of working on full time basis. Since such staffs are very experienced they can be consulted for advice by the inexperienced staff. Again they help in reducing the workload that is brought about by reduced staff and increased patients seeking to be served. With staff shortages hospital pharmacies are unable to handle or meet the demands posed by patients. The staff shortages are caused by some staff seeking jobs in other places offering better packages, those on maternity leave or those opting for locum which is not as demanding as full time pharmacy practice. This is worsened by reduced numbers of pharmacy graduates.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Placing the staff in positions that they are most appropriate based on their experience; interests as well as their training would ensure that staff retention is realized as they are motivated. Incentives like occasional paid for trips, movie tickets or dinners can work as incentives for employees and would work to increase their motivation. Good communication is very vital as the staff members can effectively air their views or grievances and the hospital management can respond effectively. The overall effect of this would be increased satisfaction levels and the staff turnover would be minimal. (Cooke M and Pharm M, 2000). References: Cooke M and Pharm M. 2000. What pharmacy managers can do to retain staff. Hospital Pharmacist. Vol 7. No 1 p2. James Frederick. 2002. Staff shortage acute and still growing. Pharmacist Shortage, pharmacies, statistics Drug Store News. Patrick E. Parker, M.S.P.2002. Recruiting and Retaining Staff: A Midsize Hospital Experience. Retrieved on 28th November 2007 from: http://www.careerpharm.com/employer/resources/Parker.pdf Arthur Diane. 2001. The employee recruitment and retention handbook. Amacom Books. Brannick J. and Harris J. 1999. Finding and Keeping Great Employees. Amacom Forrest

Imc- Communication Plan for Aer Lingus

Table of Contents Introduction & Scenario We have been given an assignment about Aer Lingus. Our task is to develop an integrated marketing communication campaign for Aer Lingus. The assignment should focus to deliver the following Objectives: â€Å"To revitalize the declining Aer Lingus brand in order to increase airline travel in the Irish market† Following Question shell been answer; Segmentation, targeting and positioning Strategy to be defined for the IMC Campaign. Advertising must be chosen with two other promotional tools. Contemporary and Traditional promotional tools that you will use to achieve this objective and the rationale behind selecting these tools. You must discuss the relationship of the promotional tools selected to the hierarchy of Effects model. The media vehicles that you would select to effectively influence your target market. Linking Marketing Communication Tools to Response stages. When we chose our segment and target groups we tried to exploit Aer Lingus real position at the airline market. Aer Lingus position at the moment is between, low fare company Ryanair and BMI, SAS (Hoovers, 2010). Younger people and students nearly almost chose Ryan Air because of the low price. In the last couple of years it has been showed that the competition from Ryanair is too tough for Aer Lingus. Aer Lingus Group Plc will stop trying to undercut larger Irish rival Ryanair Holdings Plc and offer enhancements including better food and faster check-in times to customers willing to pay more, according Rothwell & Fahy, 2010. Then you have the older people, who have more money. For the most they choose airlines that can offer them even better standards and services. They may also have families and choose different alternatives. That’s why we chose two target groups between 24-35 years. They work, have an income and come from the same generation. They fit into Aer Lingus concept to offer very good service at a smart price, according The Post, 2007. Our goals with the campaign will be: {draw:frame} Our campaign is more about to establish Aer Lingus as a brand and to show the benefits derived from their products. To make people think and feel about the company in a good way. In a long term view we think that these measures will increase all areas of Aer Lingus business. . 2 Aer Lingus Aer Lingus was founded by the Irish government in April 1936. They are the second biggest Airline Company in Ireland after their main competitors Ryan Air. The headquarter is based in Dublin Airport and they are serving Europe, Northern Africa and North America. Aer Lingus is a Low Fare Airline company, but according to themselves, they offer better service and more comfortable travelling. Their main competitors besides Ryan Air are BMI, Easy Jet and City Jet. The last two are also Low Fare Airline Companies (Aer Lingus limited. 2001-2009). Question 1 2. 1 Segmentation and Target Group â€Å"_Marketing segmentation and the identification of a target group is a very important step in a business opportunity analysis. With the tough competition that exists today, business cannot reach everyone. A more focused and audience- centered approach is necessary. A market can be segmented in many ways, and the segmentation will change when costumers reason for purchase change†. (Wright, R. 2000). _ According to us, Aer Lingus most central issue today is that they are relatively unknown at the market. They need to separate from the other airlines and focus on their own segment and target group and communicate right to them. People do not know what the company stand for today. Aer Lingus business concept is to offer cheep flights but still keep good standard and service. Aer Lingus is not a very well- established brand today and the industry for flight is broad. That`s why we have chosen a broad segment; people in the age 24-35. They are working and have a steady income. Our segment is from the same generation; they bond together, think in the same way and have similar experience from life. This makes it much easier to reach them and influence them. Our concept will be to attract the chosen target groups. We have chosen two target groups to focus on. *Profile Target Group/Customer* 1: Age: 23-30 Income: 15 000- 25 000 Gender: Male/ Female Profession: Workers Education: Uneducated and Low Educated Family Size: Family of two or three Homeowner: Apartment Marital Status: Not married *Profile Target Group/Customer* 2: Age: 31-35 Income: 26 000- 38 000 Gender: Male/ Female Profession: Workers or people who are in the beginning of their careers Education: Uneducated or Low Educated Family Size: Family of three or four Homeowner: Yes (House) Marital Status: Yes/ No Our target groups are in the same generation, have the same interest and think similar. The reason why we have chosen two types of target customers is because when people reach their early thirties, their perspective of life can somewhat change. They might have children and get promoted in their careers. We believe that our target groups are the kind of people who are willing to pay extra, compared to Ryan Air, to get faster to their end destination and have a more smooth and comfortable flight with good service. The fact that Aer Lingus fly to more central locations make the journey shorter and more comfortable. {text:list-item} Positioning can be made in different ways. The most effective way is to use one approach; otherwise the costumer can get confused. One common tactic is to contrast the company? s product against competitors_. (_Clow & Baack. 2010_). _We consider that the tactic who is defined above is one Aer Lingus can use. They should establish a position through showing the costumers that they have better service and quality that e. g. Ryan air and that they are cheaper than e. g. SAS and BMI. 3. Question 2 3. 1 Promotional Tools 3. 1. 1 Advertising â€Å"_The essence of an integrated marketing communications program is designing messages that effectively reach the target audience. They are designed to change or shape attitudes. They should lead to some kind of short- or long- term action†. (Clow & Baack. 2010). _ When it comes to advertising we recommend that Aer Lingus choose communications objectives. It’s very important for both the company and our target groups that they decide and send out the right message. Two types of advertising that will help Aer Lingus to succeed are Informative advertising and Persuasive advertising. Informative advertising will describe the product, available services and the benefits of Aer Lingus and it also build up the company’s image. The second one, Persuasive advertising will help Aer Lingus to build brand preferences and change customer’s perceptions of product attribute (Kotler, P. 2005). This advertising will suit Aer Lingus. We think that this type of advertising will not only give our target groups a clear picture about the product, but also the show the benefits by flying with Aer Lingus. Another advantage for our customers is that this kind of advertising changes their view of Aer Lingus and hopefully give Aer Lingus better brand preferences. When it comes to message strategies we recommend Aer Lingus to use Cognitive Ads to fulfill their goals against their target customers. The two message strategies that will suit Aer Lingus best are Generic and Comparative message strategies. Generic are the direct promotion of the products benefits. By using this kind of message you give knowledge about the product/service and show the positive features about it. The other alternative is Comparative message strategy; Aer Lingus should use this strategy to compare themselves in a good way against competitors (Clow & Baack. 2010). This will give our customers even more information about the company, their positioning and their image. All these factors are very important for the customer before they choose which product/service they should go with. The media tools we recommend Aer Lingus to use are; Internet, TV and different type of newspapers. Internet has a big impact on our target groups; all of them know computers and are using the Internet daily. Internet also has a high reach and high frequency. In Aer Lingus case, to reach the customers through the Internet with offers and information should be very effective. In 2004 travelling was the top cyber shopping category by far (52. 4 Billion Dollars) according to License 7, No. 10, 2004. That shows the impact and the power of the Internet as a tool. TV advertising will give the Aer Lingus brand a â€Å"better face† because of the emotions you can reach through TV ads. For Aer Lingus to use sounds, motion and senses into their ads will be very effective on people. The last one, Newspaper is very good for Aer Lingus because of the high believability. To mix that with good publicity will be very effective against the company’s targets groups. We think that this mix will establish and increase Aer Lingus brand and image, but also give the customers knowledge about the company and the product (More specific information about media tools and vehicles in question 3). Conclusion; Cognitive Strategies will give our customers more awareness and knowledge about the company, brand and product. These two variables are our main goals to mediate to the customers. By mediate this to our target groups; they will hopefully change their attitude and feelings about the product/service. In a long term action it will increase Aer Lingus business and establish their brand. This through the media channels that suits Aer Lingus, but most importantly their customers. 3. 1. 2 Public Relations and Publicity â€Å"_Public Relations building good relations with the company`s various publics by obtaining favourable publicity, building up a good corporate image and handling off unfavourable rumours , stories and events†. (Kotler, Phil. 2005). {draw:frame} Public Relation and good publicity are good in many ways. We believe that Aer Lingus will established their brand/image by using this promotional tool and that our target group will take notice about the company in a positive way. In the last couple of years Aer Lingus has been in economic troubles and the publicity has been bad. The customers have turned them down (Business Week. 2006-2010). To estab lish their brand and build up a new image, they will get their customers back. Aer Lingus have to: All these three subjects are very important to develop for Aer Lingus as a company. To make sure that the internal communication is good and that the staff knows what Aer Lingus stand for is a very important. The stuff has to know what the customers expect when they are flying with Aer Lingus. An advantage for the company by using this tool in an economic perspective is that getting good publicity in e. g. newspapers and business papers are free. Our target groups most perceive Aer Lingus as an Airline company with cheap prices, but most of all with good service and good comfort for the price. We want to get that message out throw e. g. newspapers so people get interested and positive about Aer Lingus as a brand. A good worth of mouth and a good repetition will help to catch our target group’s interest. Aer Lingus will reach this goals throw: {draw:frame} (Kotler, et al. 2005). Other activities we recommend Aer Lingus tu use to creating positive image, awareness and knowledge about the company throw this promotion tool should be sponsorship (e. g. sport), supporting events and charity. This type of activities could be use as Cause- Related Marketing. It has been proved that Cause- Related Marketing has a very strong effect on people and it’s also a tool to create a stronger brand and brand loyalty. {draw:frame} (Clow & Baack. 2010) Public relations have a strong impact on public awareness and gives knowledge about the company to the customer (Armstrong, G. 2005). When you create good publicity and activities, people can link their knowledge about the company and in the end prefer (get a good feeling about) the brand or the product/Service. In the end hopefully the customers are that convinced to test or buy the Product/ Service. In our campaign we use Public Relations not only as a promotional tool, but also like a â€Å"tactic† tool. To push out information and good things about the company/ product, will make the other promotional tools more effective. text:list-item} â€Å"_Direct marketing brings the market directly into the home or office of an individual buyer instead of the buyer having to go to the market. Direct marketing techniques can be used to move buyers through various stages of the buying process†. (Smith & Taylor. 2002). _ Direct mail is the most common and one of the most success ful direct marketing tools. To make good results by doing direct mailing, it’s of great significance for the company to have a high quality and relevant mailing list (Smith & Taylor. 2002). The list we think Aer Lingus should use, is the Compiled list. This mailing list provides information about a specific customer profile. In Aer Lingus case, it’s a way to communicate with both current customers and target groups. To send out information about the company, prices offers and keep your customers/ target groups up to date about positive things that happen around the company. This is an easy way to get your customers closer to you, that they all the time get new knowledge’s about the Aer Lingus brand. In a long term aspect, we also think that the customers will get better preferences about the company and that Aer Lingus will increase their sales online. Question 3 4. 1 Media Tools and Vehicles Aer Lingus first priority is to increase people’s awareness and knowledge of their brand. To do this they have to make sure that the target audience sees the brand as much as possible. This message needs to be delivered through all marketing channels. We think that the most effective media to use for Aer Lingus are internet, TV and newspapers. 4. 2 Internet The using of internet has become a natural thing for many people, it is access on personal computers and through telephone services. Internet especially attracts young people. Our target groups are very influenced of internet and use it many times every day. It is of great significance for Aer Lingus that they develop their internet marketing for future success. A huge benefit for Aer Linguas with using internet marketing is that they reach their target audience all over the world. This, naturally, is very important for an airline. Our target groups are in that age (24-35) when internet has had a big impact on their life’s for a couple of years. To meet friends, communicate with people all over the world, read newspapers/magazines and buy things (online shopping) are natural for our target audience. People use internet because it’s easy, comfortable and you get what you looking for very quick. For our target customer’s internet is a way to keep themselves up to date with everything that happens around them. Online advertising can be made in four different ways, banner ads, classified ads, search advertising and media/video ads. We think that Aer Lingus goals with internet marketing should be as we mentioned before, to give the company`s target groups awareness and knowledge of the bran and make them notice the benefits of the Aer Lingus product. Banner ads are a very good tool to use in many occasions. 2007 banner ads was the third biggest interactive tactic online, according to Jaffee, L, 2007. We think that banner ads at websites such as Facebook , Twitter, Ebay, different travel/sport magazines and newspapers will get high impact on our target audience, because they visit this types of websites several times a week. Some in the target groups visit same internet sites several times every day. It is also very significant that Aer Linguas expand banners that, in the best possible way, catch the website visitor’s attention. They should use banners that really remind people of the brand, e. g. use the green â€Å"Aer Lingus shamrock†. The banner should in one way or another tell something about the company, product or the benefits by travelling with Aer Lingus. When our target groups start to think about going away, or just want to dream away, we are convinced that the first thing they do is to visit Google and search for trips. Therefore, it is important for Aer Lingus to also have their advertising on search engines. In that way the costumer look for Aer Lingus and not the other way round. To be on top when people search on Google it is very important and we think Aer Lingus should put a little bit of their money to make sure that they are well positioned on Google. At the same time that online advertising has become more and more common people have become more immune to the advertising. People have â€Å"learned† to click- through and just not see it. That is one reason that it is significant that Aer Lingus also develop other market channels. Again, Aer Lingus needs to be seen often. Studies have also showed that traditional advertising such as TV, Magazines and Radio inspire people, according to Smith, 2002. . 3 Television TV has a huge impact on most of people. TV has good mass- market coverage and combines of sight, sound and motion (Armstrong, G. 2005). Other advantages with TV advertising are the low cost per contact and the quality creative opportunities (Clow & Baack, 2010). We think that Aer Lingus should take advantage of the creative opportunities to make an ad that people notice and with a good message theme. The ad should either say something about Aer Lingus as a company and brand or have a slogan that shows the product benefits. Here again we think Aer Lingus can use the shamrock to present themselves, but also to get the potential customer attention. For Aer Lingus to reach the right target groups and get out much attention as possible from TV ads, we think that they should do commercial connected to sports, travels and some lifestyle programs. We also think that our target audience will see and respond positively when they feel that Aer Lingus is connected with some of their interests. Another thing that will give Aer Lingus good publicity is to through TV sponsor special events. Such as concerts and big sport events. For Aer Lingus to be connected in this kind of contexts will give their company an image boost. 4. 4 Newspapers The last media tool Aer Lingus should use is the newspaper. A lot of people still read newspapers. We think that the mix between good publicity and ads in some of the big daily newspapers e. g. Irish Post, Irish Independent will give Aer Lingus much higher reliability. To reach the target groups and build a good image is important that the people believe in the company. The ads in the newspaper should only focus on the benefits by flying with Aer Lingus and the price. By showing the benefits compare to the low price, will distance Aer Lingus from Ryan Air. To be seeing in bigger daily newspapers will also give a good worth of mouse and a growing reputation. Aer Lingus should first of all try to get out in the Irish and British newspapers with their ads. It’s always much more effective by starting with influence your â€Å"own people†, according to Kotler, 2005. Question 4 To date Aer Lingus is a company that has a lot of problems. The internal and external communication does not work and that lead to that the customers do not know what the company stands for. Aer Lingus brand and image are deeply damage. With our â€Å"campaign†, we think that Aer Lingus will increase the business, get a good hype around their brand and showing the benefits by travelling with the company. Under here we try to denounce and show the possibly responses to the communication tools that we chosen. 5. 1 Promotional Tools Public Relation; we think that this tool is one of the most important tools for Aer Lingus. First of all if they get a better internal communication, that will lead to a better and more service minded staff. When the stuff knows what’s expected of them the service going to be better and the costumers get satisfied. If Aer Lingus get good publicity the target audience will take good notice about the company and their brand/image will be better. Through publicity the customers also gets knowledge about the company and the product. This is the two very important steps in the buyer process. We think also that the Cause-Related Marketing will lead to that people/ our target customer will prefer Aer Lingus. Cause-Related Marketing will also give the Aer Lingus brand a boost. Direct Marketing; By using this tool, we think that Aer Lingus will come closer to their customers and target groups. By using a specific demographic mail list to connect the target audience, will give the potential customer a chance to know the product and the benefit about travelling with Aer Lingus. Whit this type of marketing Aer Lingus can give their Potential customers offers and price information. We think that in a long term view this tool will help the company to increase their business. Advertising; By using advertising that inform the target groups about the company and the product people will get to know what Aer Lingus as a brand stand for. This will give the company a higher reliability and a better image. Aer Lingus must also use advertising that brings the best out of their service and shows the benefits by travelling with the company. The message strategy will be to show the benefits about the product and distance themselves from the competitor. We thing that our target groups will get a better overall knowledge about the company and hopefully see the benefits of the product. We think by using this strategies will increase their business. 5. 2 Media tools and vehicles Media tools we have chosen is online advertising (Internet), TV and Newspapers. This is a good mix. Trough Internet Aer Lingus increase the awareness by the target audience. They will see the brand o lot, both conscious and unconscious. This gives Aer Lingus a better position, people will have Aer Lingus brand in their minds when they thinking about traveling. By advertising in TV Aer Lingus can communicate their message better, with colors, pictures and information they will develop their position. People will not only recognized the brand, they will also get knowledge of the company’s concept, and get good feelings when they think of the company and brand. By doing ads on Internet and TV Aer Lingus can show the benefits of the product in a advantageous way. By using booth those creative media tools, will have a big impact on our target groups. By using newspapers as a tool, we think that the customer will see the ad and connect it with reliability, it’s important for the company after the last year’s bad publicity. In the paper you can also form a ad that will give the potential customer knowledge about the company, product and brand. When Aer Lingus succeed with attract the chosen target group a good circle will be formed. The brand gets bigger which will lead to that more and more people chose to go with them. Bibliography 6. 1 Books Clow, E, K, Baack, D. Integrated Advertising, Promotion, And Marketing Communication, 4th edt. 2010. Pearson Education, New Jersey, USA. Wright, R. Advertising. 2000. Pearson Education Limited, Edinburgh, Scotland. Kotler, P, Wong, V, Saunders, J, Armstrong, G. Principles Of Marketing, 4th edt. 2005. Pearson Education Limited, Essex, England. Smith, P, R, Taylor, J. Marketing Communications An Intergrated Approach, 3rd edt. 2002. Kogan Page Limited, London, England. 6. Electronic Sources Rothwell & Fahy. _â€Å"Aer Lingus Switches to Imitating EasyJet, Not Ryanair. †. Business Week. Com . January 26, 2010. Available: _ http://www. businessweek. com/news/2010-01-26/aer-lingus-drops-ryanair-strategy-in-effort-to-imitate-easyjet. html_ _ Aer Lingus Limited. 2001-2009. Available: http://www. aerlingus. com/cgi-bin/obel01im1Corporate/mediaCorpProfile. jsp? [email  pro tected]@@@2017366715. [email  protected]@@@&BV_EngineID=ccddadekefljdmhcefecfigdffgdfkl. 0&P_OID=-536880294&Category=0#history The Post. _â€Å"Aer Lingus plan to build Tesco-like image†__. _ThePost. ie. September 30, 2007. Available: http://archives. tcm. ie/ businesspost/2007/09/30/story26973. asp Business Week, Bloomberg L. P. 2006-2010. Available: http://search. businessweek. com/Search? searchTerm=aer+lingus&resultsPerPage=20 License 7, No. 10. â€Å"Cyber Shopping†. P. 12. November, 2004. Available: Clow, K, E, Baack, D. Intergrated Advertising, Promotion And Marketing Communications, 4th edt. 2010. P. 268. Jaffee, L. â€Å"Follow The Money†. Promo 20, No. 11. P. 5-10. November, 2007. Hoover`s, Inc, 2010. Available: http://www. hoovers. com/aer-lingus-group-plc/–ID__91296–/freeuk-co-factsheet. xhtml