How to Develop and Create Evergreen Content

How to Develop and Create Evergreen Content Creating content that remains relevant over a long time can help to increase search engine rankings. Heres our guide to developing evergreen content. Timeless pieces never go out of fashion; they will last for an eternity. This fashion rule also applies to online content. Evergreen content refers to content that stays relevant for readers and search engines over a long period of time. This could be a blog post, an encyclopedia article or an infographic, the important thing is that such content remains permanently interesting, which makes it a very useful eye-catcher.Evergreen content will continuously generate traffic and gain valuable search engine rankings for months, or even years, after the date of publication. It is therefore a proven way to generate online reach and build reputation. We get 80 percent of all views at least a month after an article has been written, said Adam DAngelo, co-founder of the question and answer site Quora in the New York Times – a good example of evergreen content. Search Engine Watch  also showed how web traffic responds to successful evergreen content. Source: Search Engine WatchHow to Create Evergreen ContentTo create permanently relevant content, there are basically two options.1. Publish content which is so enduring that it remains relevant to the topic even when external influences change. This means developing topics and formats that will always be useful and entertaining for your audience: today, tomorrow and, if at all possible, even after a few years.or2. Bring new life to existing content. If you give valuable content an update that makes it relevant and fresh again, you can expand your user base. Plus, Google prefers fresh content.It‘s as easy as that! Below we focus on ideas for new evergreen content and also on how to give your older content a fresh coat of paint.Ideas for new evergreen contentDo you want to create new content which continues to interest both your readers and search engines over time ? Then you should avoid current developments or trends because these are not permanently useful for your target audience. This means to avoid topics that will lose their relevance and therefore bring less traffic over time. News and statistics also become obsolete very quickly. However, certain formats and topics perform particularly well as evergreen content.Evergreen content: 9 formatsIf you want to use evergreen content successfully, you should first think very carefully about your target audience. What content do they prefer, and which aspects of this content will have a permanent appeal? With tools like BuzzSumo, it’s possible to analyze which website articles have been most popular in the past and which have been most shared on social media. Regardless of the topic, it is often content helping to solve a particular problem that remains useful for the longest period.1. Tutorial videosHow to change a tire or how to bake an Apple Strudel – these topics won‘t c hange frequently. That’s the reason why tutorials work so well, both in text and video form. Find which problems concern your target audience and offer them solutions. Video tutorials can also help your customers to use your products and services effectively.2. Tutorial articles/how-to-guidesWritten guides are also helpful and interesting over a sustained period of time. For example, many authors need assistance with certain types of text or with spelling and grammar. They can consult Textbroker tutorials, one example of evergreen content.3. Questions and answersWhy do sites like ehow.com do so well? It‘s because they supply answers and advice about frequently recurring problems. Therefore, you should provide your target audience with an FAQ section. In addition, with the help of your Customer Service team and a little keyword research, you can identify the questions that crop up frequently and answer them.4. Encyclopedia articles and definitionsPeople are always search ing for technical terms, and their meaning is generally not subject to change. Wikipedia.com is therefore a classic example of evergreen content. However, depending upon the type of keywords addressed, dictionaries and similar products will need regular updates.5. E-books and white papersThese formats have the potential for enduring content that a company can rely upon for long periods of time. After all, this type of content offers complete subject coverage with accurate information and gives valuable advice. As long as the respective content remains valid, this topic-specific content form will remain relevant.6. Case studiesCase studies illustrate the operation and performance of companies based on practical examples. How specific problems were solved and the difficulties certain projects have successfully overcome will always be relevant for customers. Well-structured and graphically enhanced case studies can also significantly influence purchasing decisions.7. InterviewsIf excit ing personalities share your view of the world, this will generate long-standing interest. Even experts who answer burning questions on specialized topics will attract attention for long periods and secure good rankings.8. InfographicsA well-prepared infographic will illustrate complex content in a striking manner. An example of a successful infographic which continuously spread across social media is the graphics used to optimize landing pages.9. Product reviews and testimonialsProvided they are authentic and credible, testimonials from satisfied customers are enduring flagship content. The same applies to good reviews, and you can actively invite satisfied customers to evaluate their experience.Of course, these are just some examples of evergreen content formats. Lists, curated content, and rankings are also conceivable options and just require a little creativity to develop.Evergreen content themesThe scope of evergreen content topics is only limited by your imagination – there are no other constraints. The main thing is to use content that will also serve your target audience tomorrow, either as a practical guide or an entertaining read. Yet there are some topics which naturally work particularly well as long-term content:Finance Accounting (examples: saving tips, investment strategies, consumer loans, etc.)Career (examples: common questions at job interviews, tips for salary negotiations, etc.)Health (example: tips for colds, home remedies for heartburn, etc.)Diets (examples: get slim without exercise, healthy eating tips from celebrities, etc.)Fitness (examples: get fit for Spring, injury-free running, etc.)Cooking and Recipes (examples: Grandmas Favorite Cake Recipes, DIY Sushi, etc.)Travel (examples: the most beautiful beaches, destinations popular with locals, etc.)Beauty (examples: make-up tips, how to keep looking young, etc.)Dating/Relationships (examples: places for a first date, etc.)Gifts (examples: the best gifts for Valentines Day, for Mothers, etc.)But even if these issues do not fit to your articles, you can still create successful evergreen content if you understand the basic principle. While an article heralding a new Google update is relevant only for a short time, a text that deals with the impact of the update and provides recommendations for website owners may continue to be of interest for several months or even years.Create a breath of fresh airInstead of creating new content, you can also create evergreen content by refreshing existing content. This has the advantage of updating valuable content and making it relevant again, instead of letting it disappear into oblivion.When you give your content a fresh coat of paint, you increase its information value. Content updates also work well with search engines because Google sorts results from the most to the least relevant. With an update, you can therefore win new traffic, generate new links and social shares, and improve your rankings.How to identify futu re evergreen contentAn update and expansion is particularly worthwhile for valuable content which has long-term potential. To find out which content would be most suitable for this process, you should first conduct an analysis.Evaluate your content like this: Which content will gain the most views and which will ensure the most conversions? You should also look at the retention and bounce rates to determine the point at which an update would offer the greatest benefit.Content that generates traffic over a sustained period is also very promising. In addition, looking at the rankings can show potential for evergreen content.You should ask one thing for all eligible articles: What could make this content interesting and useful again and again? Then decide what content is worth pursuing or updating and carefully polish that content to sustain it for the long term.How can you turn existing content into evergreen content?There are many ways to dust off older content pieces and move them b ack into the limelight. This always involves adding, removing, or editing information.Add a new hook line/remove older messagesWrite a new introductionAdd new examples or update old onesAdd photos or videosUpdate linksInclude a new section/write a ConclusionUpdate statisticsIncorporate new findingsOptimize the structureRemember: If you rewrite or expand an article, you must also update it in every other respect. After you have made extensive changes, you can re-publish your refreshed content and share it again via social media.Maintain a balance between old and newEvergreen content can offer timeless content pieces that remain forever relevant. However, older content can become similarly evergreen if repeatedly updated and refreshed in the right way.Evergreen content can make a positive difference with sustained traffic, social shares, new leads, and valuable search engine rankings.Remember, though, that to operate your content marketing successfully, you must also address new issue s and create fresh content. Those who are able to rely upon a mix of current content, timeless evergreen content, and updated content will be able to sustain reader interest and improve their content strategy.

Black Power essays

Black Power essays The Student Nonviolent Coordinating Committee (the SNCC, otherwise known as "snick") was founded in Raleigh, North Carolina, 1960 (www.ibiblio.org/sncc/). It originally consisted of black and white college students protesting and demonstrating in a peaceful manner to "speed desegregation in the South"(World Book Encyclopedia: Col. 2). By 1970, the committee had been abandoned due to conflict within the group and too varied ideologies within the group. However, how did the group get to the point of termination? Who were its leaders? Where were the differences of opinion? Originally, when the group was founded, the black community of the United States of America was highly oppressed. The situation in the South was bad; segregation was commonplace in the South. Obviously, the black community desired ramifications with hopes to better their current situation. Aided by charismatic leaders, usually found through the black Southern churches, many organizations began to arise. One such organization, originally led by Congressman John Lewis, was the SNCC. John Lewis held true to what the organization stood for: a nonviolent activist group determined to make a difference, adhering to an ideal that change could be met through verbal exchanges and symbolic protests. The SNCC's first political protest (before they were officially recognized as the SNCC) occurred on February 1st, 1960, when "black college students from North Carolina A The organization kept its word under the leadership of John Lewis to act in a nonviolent means. However, in 1966, John Lewis was replaced with a man who would soon become ...

Human Resource Management Essay Example | Topics and Well Written Essays - 2000 words - 2

Human Resource Management - Essay Example This model considers the external environment and the stakeholders as important determinants of the human resource policies in organisations. The policies would result in effective human resource outcomes pertaining to commitment, cost effectiveness and competence (D’Annunzio & Duncan, 2009, p.26). This approach is seen to bear relevance in the case of Cafe Co. with regard to its policies and criteria while recruiting of candidates. Candidates were selected according to merits befitting the organisation. The soft HRM policies also get reflected through the company’s attempt to enhance values of openness, recognition, trust, people development, teamwork, enthusiasm, fairness, courtesy and communication. Also the HR practices introduced were primarily meant to attain employee loyalty as there was a very high staff turnover. The soft human resource practices which treats employees as competitive assets of the company is demonstrated by Cafe Co’s considering the low minimum wages as one of the prime factors behind high employee turnovers. Hard human resource management seeks to achieve organisational goals. Just like another resource, they also need to be managed. It requires aligning the human resource strategies with the organisational strategies. The hard management argues that HR strategies must be developed to achieve organisational goals through managerial control and maintaining of performance. The new approach developed by Cafe Co. Aimed to achieve such organisational goals by the adoption of best practices. The hard HR practices also get reflected through the fact that Cafe Co. introduced methods of associating performance with organisation goals. The organisational structures were also well defined. The practices of communication, empowerment, training and involvement were meant to improve the bottom line performance and demonstrate the company’s emphasis on hard HR strategies. The primary aim of implementing the best practices strategy was to ensure that the human resources practice con tribute towards taking the business forward. Moreover, the development of performance management system demonstrates the company’s attempt towards development of scientific practices for measuring the employee’s performance. Through this system, the combined objectives of colleagues and their development needs were addressed. This was done in terms of increasing their technical skills and knowledge and also their behavioural skills. The system was implemented considering the firms’ objectives and constantly reviewing the performance for ensuring that they met those objectives. Regular feedback was delivered to the employees on the basis of which training and development programs were developed. Answer to Question no: 2 Line managers play the critical role of the delivery of HR practices and policies. They are primarily concerned with the issues relating to resourcing, preparation, performance manageme nt and international development (Dickmann, 2008, p.15). They are responsible for interpreting and implementing HR practices which have direct influence over people’s discretionary behaviours and motivation levels, which consequently affects the business performance. The importance of using human resource activities by line managers is that they remain in direct

2)Debate the importance of Mahalia Jackson to The Movement. Do so with Essay

2)Debate the importance of Mahalia Jackson to The Movement. Do so with reference to a theoretical framework - Essay Example Being the first gospel superstar, up to date, many listeners still love her songs defining the symbol of transcendent power in her music (Darryl 2005, pp.129). With her gift of singularly and expressive contralto, she continues to inspire other generations of vocalists after her. In her music, she inculcated gospel with sensuality and freedom that had not been experienced before. She did that by introducing some blues elements into her music making her be among the first spiritual performers to do so. At the age of 16, like many Americans with an African background living in the south, she participated in the great migration to C she to Chicago, Illinois for better opportunities, Where she was invited in various places to perform her songs. Ever developing her spirit through church and its music, Jackson made the oath use her inimitable voice for spiritual song- a promise she kept. For instance, after her first service, she was invited join choir of the Greater Salem Church. She then began touring some of the city churches and the surrounding areas with one of the professional gospel groups, Johnson gospel singers (Colin 2005,pp 2107). Jackson was also given musical advice by Thomas A. Dorsey in 1929, viewed as the Father of Gospel Music, who also went further ahead and formed an association with her. According to Darryl, (2005) p. 132, some of her songs became her signature songs. Those included; ‘Take my Hand’ and ‘Precious Lord. In the mid 30s, Jackson met Evelyn Gay, a pianist, who accompanied her in her solo career. This was after the Johnson Brothers group members separated (Colin 2005, pp.2118). Later in 1937, she did her first recordings albums for Decca. At this period of time, her singing reputation grew throughout the Midwest. With her Decca song ‘Gods Gonna Separate the Wheat from the Tares’ which sold, she was prompted a lengthy studio break. Since her career

Cyber Incident Response for Blue Moon Financial Term Paper

Cyber Incident Response for Blue Moon Financial - Term Paper Example The company has been faced with several challenges with respect to addressing the network intrusion attacks and cyber security issues because it is ill equipped to deal with such issues. This paper discusses how I will deal with the active network intrusion attack in the company under various sub-topics. The first steps to take in the current scenario are to identify the nature of attack. I am the only person who is qualified and well trained to deal with such issues. Therefore, before informing anyone else about it, I will first find out the type of the attack targeted towards the company. This will be the first step towards stopping the attack because further steps cannot be initiated if the type of attack is not known well. Secondly, I will localize the source. This means that I have to use firewall and IDS logs to try to find out where the attack is coming from to be able to know whether the attack is coming from a compromised host or from the outside world. This is also essential in ensuring that the attack can be stopped as soon as possible (Sharma, et.al, 2015). After this, the next step that I will take entails blocking the attack. Once it source and the nature of attack is clarified, I will take the necessary actions towards blocking it (Youssef, & Emam, 2011). These actions will include pulling the machines that have been attacked from the network, block the access to the network from that IP address if the attack is coming from outside. Depending on the type of the attack, I may have to use ISP if the attack is a DDoS attack. I will also backup the evidence of the attack by keeping the logs generated to ensure that I have a detailed account of the attack. I will also find other compromised machines and use appropriate tools to root out any other machines that have been attacked. The last aspect is to ensure that I do not

Advantages and Disadvantages of Rebranding

Advantages and Disadvantages of Rebranding Introduction Brand identity awareness as we understand it now appeared in the 19th century with the introduction of packaged goods. As soon as products were no longer produced by local manufacturer the need for the brand image occurred. Mass production has a wider market orientation and often cheaper price. But competition with local products which were already familiar to consumers was impossible without differentiation and strong appealing image. Many brands image was intentionally created to simulate local farmers products and therefore appear as something familiar to the potential customer. Perfect illustrations provide such known brands as Uncle Bens rice and Kelloggs breakfast cereal, till now they have an image of home-made products. And from this contemporary branding originated: manufacturers with the help of advertising started to associate other kinds of brand values, such as youthfulness, fun, luxury, honesty, quality assurance, source or ownership, and producers responsibility. They learned how to differentiate and to create emotional bonding with the help of identity signs. Recent environmental trends are forcing top managers to give even greater and greater attention to brand identity to guarantee competitive advantage. For every business the key to success is the right brand identity which should present a positive image of the company and set the stage for a strong reputation. Temporal (2002) stated The brand is the foundation of the business. Weak brand can tear up the foundation. Therefore the creation of strong brand identity is crucial for companies to encourage positive attitudes and provide an important competitive advantage. The corporate name and logo are two essential components of the corporate identity construct; they are the symbols of brand. Furthermore, they are the most pervasive elements in corporate and brand communications, and play a main role in the communication of the desired positioning strategy. The right logo and clear visual identity are critical for any companys success. Though a brand can have an old-fashioned logo, even the minor change can jeopardize its appeal to loyal customers. In the advertising history there are a lot of examples of rebranding which gone wrong. Wheeler (2009) in her book brings an example of Kelloggs corn flakes which wanted slightly change the name of cereals from Coco Pops to Choco Pops in 1999. The result was deplorable and its customer base strongly resisted. If the brand image is strong, a sudden change could alienate customers. On the other hand, successful rebrand can help the company or a product to reach unprecedented market position. In the 1950s nobody knew a widespread and popular fruit called kiwi, because it was called the Chinese gooseberry and was not popular at all. American importers decided that it needed a makeover. Fruit is imported from New Zealand, so they decided to rename it kiwifruit to honour the flightless national bird of New Zealand. With the new name market position improved dramatically. The importance of the right name and appropriate professionally designed logo hardly can be underestimated. If brand symbols were not created well in the beginning it is never too late to do a rebrand. Though changing these symbols is controversial and requires enormous physical, financial and psychological investments. Rebranding has become a real trend in the last decades, with some companies rebranding several times. There are plenty of successful and unsuccessful examples of rebranding which was done for all possible reasons from attempt to rebrand itself to desire to shed the company negative image. Obviously, the risks of changing the established brand identity are high and benefits are not guaranteed. With a new identity it is normally very difficult to estimate actual monetary benefits. However, there are numerous examples of companies changing names and logos, rebranding, and creating new identities for a variety of reasons, all with successful results. The aim of this study is therefore to give an answer to the following research question: Why evolution of brand identity is better than revolution? and When revolution is necessity? The paper is a secondary research and is based on information from books and specialized magazines, also in electronic form. It is structured in order to provide a clear and systematic understanding of the advantages, disadvantages and causes of changing the established brand identity. Brand identity Brand image and brand identityÂÂ   Difference between brand identity and image is not obvious and often confused. According to Collins dictionary brand image is the attributes of a brand as perceived by potential and actual customers. Therefore brand image is mostly visual oriented and dealing with such issues as logo design, name, tagline, corporate colours and fonts. On the contrary brand identity refers to the core attributes of a brand itself, its philosophy and its values. Brand identity is so-called brand personality a marvellous aggregate which form the uniqueness of brand; it is an individuality which singles out the brand. Brand identity is the facade of the company or organisation and should be an accurate representation of it. On the other hand it is the total proposition and promises that a company makes to consumers. But the press and the competition can also influence brand identity. To establish and maintain distinguishable identity every aspect of a business has to be taken into consideration. Aaker (2004) mentioned in his works that companies have to make substantial efforts to make sure that what customers perceive the company in desired way. A well-built image works for the company, bringing an individual, memorable identity which fits perfectly with the companys aims and strategies. A strong brand identity always brings a company above its competitors all by itself. Though development of such a strong brand takes time and financial inputs it is a worthy investment. (Aaker, pp 183-185) Different levels of identity change When companies decide to undertake corporate identity changes, they are usually redeveloping the visual image in terms of logo and corporate design. Such efforts do not normally involve a change in brand values so that the brand itself, its personality and core values remains the same. Unfortunately, very often this fallacy led companies to believe that the visual changes itself will change the brand identity. But changes to signage or logo design do not necessarily change the perception of consumer. Certain characteristics like the indefinable associations with this brand or consumer perception of quality and service are deep-rooted into the brand identity and cannot be changed that easily. As it is important for any brand to maintain a modern look even surface changes of the visual image are positive and the visual identity needs to change over time. But entire change of the image can provoke consumer concerns about changes in brand values or possible ownership. If there is an appealing for consumers strong brand identity then extensive changes may destroy emotional attachments. People are always afraid to notice sudden unjustified changes in the behaviour of other people. Same negative reaction is unavoidable when the accustomed brands which customer prefer exhibit similar sudden changes. Alternatively, if the goal is to significantly improve the standing of the brand, then corporate identity changes can be accompanied by considerable changes to all the related issues like organizational culture or service standards. Normal completion of such changes will improve consumers perception of the company and its services. Consequently the changes will, over the longer term, have a corresponding positive effect on brand image. Brand symbols: logo and company name The role of the logo Confident branding and a well-built branding strategy uses design to communicate a message that appeals to the target audience a message that creates confidence in the brand quality while differentiating it between the competitors. In the branding strategy the importance of the logo as a component in reflecting a brand can hardly be overestimated. If the logo does not to qualify than a new brand strategy and a new logo should be considered. A logo as an important part of brand marketing can say many things about a company. A logo can make the perception of the company either negative or positive. The mission of the logo is to effectively brand the company. Therefore logo can be considered a god one if it is correctly represents the values and goals of the company. Though branding is not come to a simple logo design. The logo is only one piece of the branding strategy. But nevertheless logo is a powerful symbol that can provide consumers with instant brand recognition of the business and the services or products that company offer. Good logo has to arose strong associations with the brand identity and be entirely based on a brand strategy. Without the strategy behind it a logo can put across the wrong message and in return weaken the brand identity. Consistent brand message implemented in well designed logo helps to increase consumer recognition. A logo represents business, illuminates it, is able to promote core values and draw focus from competitors. Being attractive, easy to read and memorable a logo establishes a familiarity among other brands and makes a differentiation. A logo is absolutely essential for both small and large businesses. Any business would be are faceless and forgettable without a logo. A professionally made logo can catch the attention of potential clients and invite their interest in a company. A logo is kind of business special mark. When customers visit a store, use products or even receive official emails, a logo becomes a business personal signature. It informs new customers about targets and values of the company and greets old customers with remembrance. Nowadays in competitive market environment logo plays the main role in differentiation one product from another. A logo helps people positively recognise the business as being professional, credible and authentic. A logo should be well-executed and look great, also it should be truthful in what it communicates and not be exaggerative or deceptive, to show that a business is credible. And most importantly, a logo should represent the brand identity values confidently to invite trust from customers and being authentic. Brand design To describe the visual design elements of a brand experience, such as aÂÂ  graphic logo designÂÂ  and the most significant sides of a brand a term brand design is used. Professional designers can develop a brand design in a way to connect the company with its customers, to create the right image, and communicate the right information about product benefits. The brands effect on buyers preferences and continued loyalty are the keys. (Shimp (2003), p. 136) The main goal of branding is to make product or service emotionally appealing for consumers. Brand design is concerning with designing the consumers familiarity with the brand. Consequently it is important to communicate to the customers anÂÂ  imageÂÂ  of the company, products and services that is value oriented. Then again the brand unique value is constitutes of the level of consumers awareness. With every new experience to the brand, customers repeatedly pick up on the brands benefits and qualities. Logo and name design A logo design is critical for the brand identity as it has a role of a symbol of the product. Without brand identity and consequently logo design it would be almost impossible to sell products or services. The truth is, people normally buy not only the products and services, but they also buy a promise, reputation and identity. All mentioned above qualities the logo design should represent. Any logo design consists of two key elements: the logos text (company name) and the graphic or picture that accompanies it. The look of a companys name conveys meaning and is as significant as picture. Different fonts convey different meanings and emotions to the potential customer and using the right font is vital. However logo design images frequently become the key recognition component of any companys marketing promotions. In order to have right brand positioning and the strength brand a corporate logo or product logo should be well designed. An image should be simple and bold, making it easy to see at a glance and should work well with the company name. A strong, balanced image with no little extras that confuse its look would be appropriate for any company. Additionally it is always important to make sure that logo looks good in black and white, as well as in colour. The logo should not be just nice, but it should communicate certain values which are important for the company. The logo design has to communicate the nature of the business clearly and has graphic imagery that looks appropriate for the business. Corporations are moved in new and different directions by internal and external factors. Thus with the lapse of time logos can lose their meaning. Many famous companies have successfully introduced a new logo or re-positioned existing ones. Different kinds of design The most widely used font-based design focuses primarily on text and typeface but can incorporate other elements as well. The logos of IBM, Microsoft and Sony, for instance, use type treatments with a twist that makes them distinctive. This type is best suited for companies whose name effectively describes what they do and can convey the message without graphical elements. The subtype of a font-based design is usage of monograms and anagrams. The letter(s) represent a symbol of the company and are often used when initials translate graphically better than the actual name. This type is a wholly typographically oriented, usually involving initials or abbreviations. This design type is preferable when communication funds are limited and should be focused on name recognition. Also when the company name is already reasonably distinctive and when the goal is to associate products with the company more clearly and directly than a symbol permits. Using a monogram is possible only if a company is big enough to afford teaching the public what the monogram means. Another well known type consists of a simple but strong graphic symbol, an emblem on a product. The symbol is often abstract, complements an aspect of a business or service and represents a company by association. The logos of Nike or Apple are like this. Also there are plenty of company logo designs that literally illustrate what a company does, such as when a house-painting company uses an illustration of a brush in its logo. This type is worth using when the company name is too long, too generic, doesnt translate well globally, or has no personality. As well as a monogram it can be costly and difficult to create public awareness for the symbol type. Small businesses with limited marketing budgets often use a combination of a symbol with words. Combination can be loose or integral and the elements can be used together or separately. A well designed combined logotype can effectively communicate what a company does as well as reflect the company personality. Since combined logo communicate the idea behind easily, less marketing is required for the logo to be effective. Therefore, combined logos are the most cost effective type of logo design available. Distinctive tag line Solis (2010) describes a tag line as an amusing or memorable phrase designed to catch attention in an advertisement. (Solis (2010), p.247) A tag line normally consists of three to seven words phrase that accompanies the logo. It expresses the companys most important benefits and on the other hand what a company wants to communicate to customers about its work. Despite the effortlessly appearance of some great tag lines, creating and refining one takes a lot of time and hard work, just like designing a great logo. However the benefits of taking the time to craft a great tag line are indisputable. Main quality index of a great tag lines is it stickiness in to the consumers memory. Let us examine the example of Hallmark greeting cards tag line. When you care enough to send the very best, appeals to the human desire to be viewed as having good taste and an enjoyment for luxury. With this tag line Hallmark positioned itself as the choice for quality. Company was founded by J. C. Hall, so the name Hallmark was a natural. Hallmark was an official series of marks, instituted by statute in 1300, and subsequently modified, stamped by the Guild of Goldsmiths at one of its assay offices on gold, silver, or platinum (since 1975) articles to guarantee purity, date of manufacture. (Collins Dictionary)Therefore it was also brilliant from a marketing perspective because the word itself means a mark of authenticity or excellence. The name attaches the image of quality to a product in the best possible way. The tag line makes the most of the image with words that stick in the mind. Creating a fine logo and distinctive tag line are significant for a brand identity as they provide the right image of the company and give it capability to be memorable enough. Therefore these are also critical qualities for the competitive capacity. Change of brand symbols In the dynamic environment of the recent decades the very idea of changing brand symbols name and logo is a prevalent phenomenon in every given area of business. Redesign in most of the cases is caused by the emotional apprehension of top management. The company logo design seems to become obsolete or doesnt have the same advertising appeal that it did a few years ago. Other common reason for redesign can be narrow circumstances, time and/or budget deficit in which logo was created. To conclude, the decision of the company logo redesign is one of the most doubtful decisions any company can make due to enormous risks involved. Changing an established name or logo requires judicious approach to a problems, carefulness and consideration. A correctly executed logo redesign can positively impact the company brand and therefore help to achieve a competitive posture in the market. Even most important corporations sometimes change their brand identity and logo design. When changes in market focus are occurred the need of logo redesign often became inevitable. Because company needs a logo that is more conforming to new circumstances and more appropriate for a new demographics. Logo redesign can help to achieve current business goals. Decision to change logo should be deliberate and scrupulous as it includes numerous issues. First of all there are different levels of changes possible: a makeover (a new design) and a repair. Repair Logo repair is suitable in case the logo just need a little simplification, or perhaps a more technically proficient rendering. This is the least difficult case and the most frequent as the modern technologies require new technical specifications. For example logo design should be easily reproduced on web colours. Also stationery and letterhead design can be unfoundedly expensive to reproduce if the colours are not suitable. In addition too complicated logo with small details also can be problematic. A logo repair involves a re-rendering of the artwork so that a new improved logo become versatile and more adaptable and can be used in a range of a media. Also not the least of the factors logo repair allows for slow integration into the branding material brochures, cards and signs. After the logo has been re-rendered into new editable format, the various design components can be improved, such as colours and fonts. Brand symbols gradual change Paul Temporal (2002) discusses few examples of the companies which are not going to change their logos anytime soon. As they already have spent tremendous sums of money to get their logos into the public eye. For instance it is definitely not the design that makes the Nike logo swoosh impressive, but the recognition factor. This logo was created by Caroline Davidson in 1971 for only $35, yet its still a strong, memorable logo, effective even without colour and easily scalable. It represents the wing of the Greek goddess of victory, Nike and is perfect for a sporting apparel business. However, Nike is still trying to make their image more amusing. The Nike font style has been transformed many times, in an attempt to keep up with changes in taste and design sensibility. The Microsoft Windows logo also went through number of insignificant design changes. Introduced in 1995 the first logo was extremely simple just a graphic representation of a flying window. Afterwards the Windows icon had become much more refined: 3D, glowing and with a new font. It still remained in the same design family as the transformation was not beyond recognition, but became glossy and modern. Apple was the first computer firm which did not use its name as its corporate identity, even the word Macintosh is the name of an apple variety. The idea of selling a computer under the name and image of an apple was conceived by Steve Jobs and his colleagues. Apple computers also developed their Apple icon from a rainbow-striped version to a solid and much classier modern icon in the late nineties. The Apple icon has remained pretty stable over the years, but its treatment has changed on several occasions in order to maintain the logos strength while adapting to the corporations current marketing focus. Makeover Brand symbols makeover is a creation of a new image and new attributes for the brand image. Logos are main symbols of a companys brand identify and are fundamental to consumer recognition. Decision to make a logo redesign has its risks and rewards. According to Aaker a company logo can be maintained for up to 20 years serving as an enduring symbol of a company impact and existence. (Aaker (2004), pp 112-127) However a company can decide to change its logo for several significant reasons which include changing customer and industry trends or changes in the companys business focus and market strategy. Also a merger and acquisition is a frequent reason for logo makeover, as new logo should represent new merged company. The process of changing an already established logo should be approached carefully, it is important to define whether there is a need for a completely new logo or a significant makeover of the already existing logo. The risks involved in changing the current logo include first of all potential losses in brand equity that has been built after lots of hard work and significant financial investment over the years. Also customers brand loyalty can be affected. Current clients used to seeing previous logo in company marketing collaterals like envelopes, business cards and letterheads may not immediately connect with the new logo. Logo makeover is a risky and difficult step which can be performed only once. Since the first time it can be interpreted and justified as an improvement. Any more changes can unfavourably affect the company. The reputation would be affected, and the company would look unsure of its identity, its future and its consumer environment. On the other hand a well executed logo makeover can help a company project a new image as a forward thinking company and achieve new visions of possibilities. The benefits of a logo redesign or significant makeover could include repositioning of the companys brand in the mind of customers and reflection of the company new business focus or direction. While a logo makeover gives the impression of relatively painless process, it includes a total renovation of the brand identity. Though represents a considerable costs, risks and disturbance to the marketing effectiveness. Logo makeover can significantly shape company brand identify and relationship with already existing customers. Despite all the risks and potential expenses a successful logo makeover can bring a great profit to the company. Change of brand identity Brand identity assessment The starting point of any brand identity transformation is careful appraisal and defining target market and unique selling position of the company. Afterwards these findings will facilitate the development of new brand identity. Brand identity include everything from customer perception and experience to quality, brand look and design, to customer care, retail and website, and even the tone and voice of communications. Defining corporate identity is often difficult, and the clues to what factors shape identity vary widely among industries and firms. To be ready for change at any time, managers must be more aware of how key stakeholders, such as employees, customers, investors and the community, view the companys identity. Change, when necessary, should then be structured so that it does not run counter to this perceived view. Effective rebrands are based on a detailed analysis of every activity in the company including objectives, target markets, budget and resources, timeframe, known and unknown parameters, approval structure and stakeholders. Opposition to change in a brand identity is inevitable in most of the cases. Therefore managements task is to identify potential opposition and find ways to neutralize it. It is often useful to start the process of rebranding with discussion involving all the employees of the main idea behind the companys business, what its customers need and what they will need in the future. Sometimes a research can be helpful to determine the potential as well as current situation. When the idea is defined a model that will best represent that idea should be considered. Only after these steps are successfully implemented new visual identity, actual logo and all other new imagery can be created. Lofty aims of rebranding Value of the brand can be hardly overestimated and all the companies are striving to possess this intangible value. Therefore as temporal progress is going further some companies may find it necessary to revise their brand identity in order to have an up-to-date image, to be relevant and appealing to potential and actual consumers and the changing market situation. Lambkin and Muzellec (2006) studied more than 150 rebranding examples and formulate a hypothesis that regardless of reasons it invoke, rebranding aims at appealing, regaining, transferring and/or recreating the corporate brand equity. The aim of rebranding is therefore always a vast improvement of the brand image, though not always reachable. Rebranding can mean a variety of different things, from simple change of the company name to more deep changes of the brand identity policy such as change of logo and colour palette. Rebranding is relevantly easy if the changes are intentionally small to ensure continuity with the past, but also to reposition the company as contemporary. Difficult case is a complete rebranding which means change of the brand image in order to reposition the established brand in the market. Rebranding is always made in attempt of reposition the brand in the market and minds of consumers when brand identity is not anymore appealing, current brand positioning is not valid for the target market anymore, or target market changes. Sometimes companies make rebranding to distance themselves from certain negative connotations of the previous branding. For example if the brand has a controversial image, a repositioning is required to improve the flawed reputation. However the main reason for a rebranding is to communicate a new message for a company. The goal of rebranding is to renovate brand image and differentiate situation for stakeholders and market position. Far from just a change of visual identity, rebranding should be part of an overall brand strategy for a product or service. (Lambkin, Muzellec (2006), p. 2) Brand image is one of the most precious assets, and that value is a culmination of many years investment and commitment. Deep understanding of initial brand values and thorough research are required for the rebranding undertaking because of the huge impact on a company position that rebranding or even change of a logo can invoke. Launch of the new brand identity should be also made in a delicate and systematic manner in order to avoid pushing away old customers, while aiming to attract new one. Establishing trust and emotional bounds based on careful strategy are critical in the rebranding process. Appropriate rebranding strategy, consistent product or service quality, sensible pricing and effective distribution will help to rebuilt brand awareness and create associations in customer memory after rebrand implementation. Rebranding is expensive and involves a quantity of risks. Necessity to explain to loyal customers the reasons of rebranding and its benefits has to be anticipated. This is an expensive and not one hundred per cent successful undertaking. A company normally decide to undertake rebranding with all its cost, efforts and risks only if there are very good reasons for it. Reasons for brand identity change Though rebranding is always an earnest undertaking reasons for it can be sometimes ridiculous or unfounded. A company might want to transfer already existing identity into a new name, identity policy or positioning for a number of reasons, in order to respond to external or internal concerns. The most common reason is attempt to stay modern, signal a change in direction, focus, attitude or strategy, if a company has a feeling that the brand image has become old-fashioned. In a fast-changing environment it can be useful to change because of globalisation, declining profitability or consumer indifference. The other reason is differentiation from competitors and willingness to overcome them. Gaining bad press or bad events experience would normally promote a corporate identity change. Also the launch of new businesses that are significantly different from the traditional one can be a reason. However big companies very often have so-called rebranding cycles in order to stay current with the times or set themselves ahead of the competition. (Temporal (2002), pp 112-117) Companies also utilize rebranding as an effective marketing tool to hide discomposure of the past and to shed negative connotations that could potentially affect profitability. The attraction of new customers Ambition to target a new market is a most common reason for rebranding. A good example of such attempt can be Cadillac which in recent times designed a range of new cars to provide a trendy, youthful look to their brand image.ÂÂ   A lot of companies nowadays want to appear modern and progressive. A practice of changing company logo and name in attempt to attract new customers became one of the most common and widespread in recent decades. The name for a product sometimes doesnt sound good and the logo can be obsolete or inappropriate for the marketing strategy. However logo or brand symbols redesign in order to make company current or fashionable is the worst possible solution. There is always a high risk that change of the logo will alienate customers instead of attracting new one. Recent rebranding of the Pepsi logo which was made in attempt to attract new customers is perfect example of how unsuccessful it can be. Made by Arnell Group the Pepsi rebranding took three year and cost approximately $1 billion. Pepsi wanted to make a complete packaging and marketing rebranding of its soft drinks. The white stripe on the new logo supposed to be smiles, but all the efforts were barren, consumer

Abortion Is Not the Answer :: The Right to Life, Pro-Life Essays

Abortion is removing of an unborn child from its mother?s womb before its birth. As a pro-life advocate, I believe that abortion is morally and ethically wrong and should be stopped. Having an abortion is not the answer and is in fact worsening the problem. Victims can suffer serious consequences either physically or psychologically. Some victims who have abortion suffer life threatening complications such as heavy bleeding, fever and infection. It can also lead to problems in a future pregnancy, such as miscarriages, premature births, and children born with handicaps, because any problem or change in a woman's reproductive organs may affect the development of her children. Other victims suffer from depression because of overwhelming feelings of regret or guilt after the abortion. To cope with this they might become an alcoholic or drug addict, others commit suicide. In our society today abortion becomes the solution to carelessness. I believe that it has nothing to do with helping the rape victims. Instead abortion encourages the victims to use their unborn babies as a scapegoat for their anger. We should encourage the victims that childbirth can be a victory. And by choosing childbirth over abortion they can be triumphant by not letting rape destroy their life. Accidental, unplanned pregnancy is another problem that people chose to have an abortion. Being pregnant is scary for teenagers mostly because of fear that their parents would not support or would disown them. Abortion is not the answer again. Instead, telling their parents so they can be supported by them. And if it?s impossible to talk to their parents let?s encourage them to talk to a trusted adult such as a relative or a friend. We should also let them know that there are more options to their dilemma other than abortion. I know it?s not easy for someone to get pregnant against her will, but the unborn child has also the right to live. If the mother does not want to keep her baby, she can give it for adoption. There are couples that have been trying to have a baby with no luck and always consider adopting a child and giving them a better life.

Who Killed Reconstruction?

North or South: Who Killed Reconstruction? Harper’s Weekly September 1, 1868 Harper’s Weekly September 1, 1868 â€Å"Is This a Republican Form of Government? Is This Protecting Life, Liberty, or Property? † â€Å"Is This a Republican Form of Government? Is This Protecting Life, Liberty, or Property? † Overview: The twelve years after the Civil War proved to be a difficult time for America. Called Reconstruction by historians, this era saw an increase of freedom for former slaves. However, there was also great resistance to change.In 1877 attempts to reconstruct the South officially ended, leaving white-only governments in power. This DBQ asks you to decide who, North or South, was most responsible for the end of Reconstruction Background Essay North or South: Who Killed Reconstruction †¦ the slave went free; stood a brief moment in the sun; then moved back again toward slavery. -W. E. B. Dubois 1876 was an exciting year for America. It was the 100th a nniversary of The Declaration of Independence and America was on the move. Homesteaders and ranchers were filling up the land west of the Mississippi River.Railroads were being built at an astounding rate. It seemed the United States was creating enough opportunity that all Americans and millions of immigrants could pursue their hopes for happiness just as Thomas Jefferson had envisioned 100 years earlier. So it is a great irony of history that the election of 1876 officially crushed the American dream for millions of black Americans. This election saw Rutherford B. Hayes, the Republican candidate and eventual winner, square off against Samuel J. Tilden, the Democratic nominee. Although Tilden won the popular ote by a wide margin, election results in Florida, South Carolina, and Louisiana were so close that a winner could not be determined. If these three states went for Hayes, he would win the Electoral College vote and become President. Talk of a new Civil War was in the air as th e opponents in the disputed states submitted separate sets of electoral ballots. An informal agreement, now called The Compromise of 1877, avoided the crisis by granting Hayes the Presidency. In return, Hayes promised to remove the last Federal soldiers from the South, almost guaranteeing that all-white governments would rise to power.The dream of Reconstruction was officially dead. For a while, however, it had seemed that the dream of Reconstruction might be realized. The 13th Amendment ended slavery. The 14th Amendment gave black Americans citizenship and civil rights. A Military Reconstruction Act was passed to make sure African-Americans' new rights were protected. Black churches were founded. Public schools were built for black children, and universities like Howard, Fisk, Morehouse, and Hampton were founded for black students seeking higher education.Sixteen African-Americans were elected to Congress and numerous others served at state and local levels. Finally, the 15th Amend ment was ratified making it illegal to deny someone the right to vote based on race. Indeed, real progress was made. However, in the early 1870s, the tide shifted. Southern states began to elect governments dedicated to whites-only rule. Between 1870 and 1876 all but three Southern states turned back Reconstruction efforts. When Rutherford B. Hayes agreed to remove federal soldiers, he was simply putting an end to an already dying effort.But dying or dead, what had gone wrong? Your job is to read the documents that follow and answer the question: North or South: Who killed Reconstruction? 1. Why was 1876 an important year for America? 2. Who ran for President in 1876? What were their political parties? 3. An â€Å"irony† is something you don't expect, something that doesn't seem to fit. What was the irony of history that occurred in 1876? 4. What was the Compromise of 1877? Who got what? 5. Describe each of the following Amendments to the Constitution. a. 13th Amendment: b. 1 4th Amendment: . 15th Amendment: Document A Source: In the years following the Civil War – throughout the South -state, city, and town governments passed laws to restrict the rights of free African-American men and women. These laws were often called â€Å"Black Codes. † The example below of â€Å"Black Codes† comes from laws passed in Opelousas, Louisiana immediately after the Civil War. ————————————————- 1. â€Å"No negro or freedmen shall be allowed to come within the limits of the town of Opelousas without special permission from his employers.Whoever breaks this law will go to jail and work for two days on the public streets, or pay a fine of five dollars. † ————————————————- —————— Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€- 2. â€Å"No negro or freedman shall be permitted to rent or keep a house in town under any circumstances. No negro or freedman shall live within the town who does not work for some white person or former owner. † ————————————————- ————————————————- 3. No public meetings of negroes or freedmen shall be allowed within the town. † ————————————————- ————————————————- 4. â€Å"No freedman shall be allowed to carry firearms, or any kind of weapons. No freedman s hall sell or exchange any article of merchandise within the limits of Opelousas without permission in writing from his employer. † ————————————————- ————————————————- 5. â€Å"Every negro is to be in the service of (work for) some white person, or former owner. Document Analysis How did black codes restrict the freedom of freedmen? Document B Document Analysis Based on the document above and your knowledge of U. S. history, what was the real end result of sharecropping? Document C Source: Albion Tourgee, Letter on Ku Klux Klan Activities. New York Tribune, May 1870. Note: Tourgee was a white, Northern soldier who settled in North Carolina after the War. He served as a judge during Reconstruction and wrote this letter to the North Carolina Republican Senato r, Joseph Carter Abbott. ————————————————- ———————————————— It is my mournful duty to inform you that our friend John W. Stephens, State Senator from Caswell, is dead. He was foully murdered by the Ku-Klux in the Grand Jury room of the Court House on Saturday†¦ He was stabbed five or six times, and then hanged on a hook in the Grand Jury room†¦ Another brave, honest Republican citizen has met his fate at the hands of these fiends†¦ ————————————————- I have very little doubt that I shall be one of the next victims. My steps ave been dogged for months, and only a good opportunity has been wanting to secure to me the fate which Stephens has just met†¦ I say to you plainly that any member of Congress who, especially if from the South, does not support, advocate, and urge immediate, active, and thorough measures to put an end to these outrages†¦is a coward, a traitor, or a fool. ————————————————- Source: Independent Monitor, September 1, 1868. Document Analysis What group(s) is the KKK threatening? According to Tourgee, what types of people are being attacked by the KKK?Why would the KKK attack these people? How do these documents help answer the DBQ question? Document C Source: Abram Colby, testimony to a joint House and Senate Committee in 1872. Note: Colby was a former slave who was elected to the Georgia State legislature during Reconstruction. ————————————————- Colby: On the 29th of Oct ober 1869, [the Klansmen] broke my door open, took me out of bed, took me to the woods and whipped me three hours or more and left me for dead. They said to me, â€Å"Do you think you will ever vote another damned Radical ticket? I said, â€Å"If there was an election tomorrow, I would vote the Radical ticket. † They set in and whipped me a thousand licks more, with sticks and straps that had buckles on the ends of them. ————————————————- ————————————————- Question: What is the character of those men who were engaged in whipping you? ————————————————- ——————————— Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€- Colby: Some are first-class men in our town. One is a lawyer, one a doctor, and some are farmers†¦ They said I had voted for Grant and had carried the Negroes against them.About two days before they whipped me they offered me $5,000 to go with them and said they would pay me $2,500 in cash if I would let another man go to the legislature in my place. I told them that I would not do it if they would give me all the county was worth†¦ No man can make a free speech in my county. I do not believe it can be done anywhere in Georgia. Source: Harper’s Weekly, October 21, 1876. Caption: â€Å"Of Course he wants to vote the Democratic ticket. † Document Analysis Why did the KKK attack Abram Colby? According to Colby, what types of people make up the KKK? What seems to be the ultimate goal of the KKK?What is the main idea of the cartoon? Document D Source: Gerald Danzer et al. , The Americans, McDougall Littell, 1998. —— ——————————————- †¦ in the 1870s, Northern voters grew indifferent to events in the South. Weary of the ‘Negro Question' and ‘sick of carpet-bag' government, many Northern voters shifted their attention to such national concerns as the Panic of 1873 and corruption in Grant's administration†¦. Although political violence continued in the South†¦ the tide of public opinion in the North began to turn against Reconstruction policies.Source: Kenneth Stampp, The Era of Reconstruction, 1865-1877, Vintage, 1967. ————————————————- Meanwhile southern Democrats gained strength when Congress finally removed the political disabilities from most of the prewar leadership. In May 1872, because of pressure from the Liberal Republican, Congress passed a general amnesty act which restored the right of office holding [and voting] to the vast majority of those who had been disqualified†¦After the passage of this act only a few hundred ex-Confederates remained unpardoned. Document AnalysisExplain the phrases â€Å"weary of the ‘Negro Question’† and â€Å"‘sick of carpet-bag’ government. † Why might increased anger about the corruption in government lead to less interest in government attempts to reconstruct the South? How did the restoration of voting rights to white Southerners undermine efforts to preserve and protect the voting rights of the freedmen? Document E Source: Heather Cox Richardson, The Death of Reconstruction: Race, Labor and Politics in the Post-Civil War North, 1865-1901. Harvard University Press, Cambridge, Massachusetts, 2001. ————————————————-In the fall of 1873, even the stau nchly (firmly) pro-Grant and pro-freedman Boston Evening Transcript ran a letter †¦ arguing that â€Å"the blacks, as a people, are unfitted for the proper exercise of political duties†¦. The rising generation of †¦ blacks needed a period of probation and instruction; a period †¦ long enough for the black to have forgotten something of his condition as a slave and learned much of the true method of gaining honorable subsistence and of performing the duties of any position to which he might aspire. Northern artist’s portrayal of the South Carolina State Legislature during Reconstruction.Source: The Cover of Harper’s Weekly, March 14, 1874 Document Analysis According to the letter from the Boston Evening Transcript, why did some people believe blacks were unfit to be government officials? How does this letter show racism existed in the North? How do this cartoon & letter help explain why Northerners lost interest in Reconstruction? How does the image above depict black politicians in the South? Document F Document Analysis How was it possible that Hayes â€Å"won† the election of 1876? How did this disputed election lead to the end of Reconstruction?

The limitations in Diagnosing Colorectal Cancer Essays

The limitations in Diagnosing Colorectal Cancer Essays The limitations in Diagnosing Colorectal Cancer Essay The limitations in Diagnosing Colorectal Cancer Essay Colon malignant neoplastic disease is the 2nd prima cause of malignant neoplastic disease decease. Most of the instances are sporadic but several familial familial syndromes account for around 5 % of all colorectal malignant neoplastic diseases ( CRC ) . The most common of these syndromes are familial adenomatous polyposis ( FAP ) and familial non-polyposis colon malignant neoplastic disease ( HNPCC ) which is besides known as Lynch syndrome. These make up 3 % of the familial syndromes. Other syndromes include Peutz-Jeghers syndrome and Juvenile polyposis syndrome. This essay will concentrate on the most common familial CRC s. The cistrons that are involved in FAP and HNPCC have been identified. Therefore familial testing can be offered to test for bearer position in these syndromes. Designation of persons who have a sensitivity to CRC is of import to be able to offer them adequate testing to observe tumors at an early phase. FAP FAP is dominantly inherited and is extremely acute demoing a perpendicular transmittal through a household lineage. Its classical phenotype involves the growing of 100s of adenomatous polyps along the colonic mucous membrane. If the polyps are non removed there is near a 100 % opportunity of colon malignant neoplastic disease. The mean age of polyp development and colon malignance is 16 and 39 old ages severally. FAP is found in ~1 per 7-10,000 births in the United States population and histories for less than 1 % of all CRC ( Davidson, 2007 ) . FAP is a monogenetic disease and is caused by the mutant or omission of the adenomatous polyposis coli ( APC ) cistron which is found on chromosome 5. 95 % of APC mutants that lead to FAP is either bunk ( 28 % ) or truncating frameshift ( 67 % ) ( Burt and Neklason, 2005 ) . The staying 5 % is caused by big omissions or rearrangements. The APC cistron is a tumour-suppressor cistron and the APC protein is portion of the Wnt-signalling tract, involved in cell growing control ( Burt and Neklason, 2005 ) . Mutants in the APC cistron hence cause activation of the Wnt-signalling tract and uncontrolled cell growing. There is another discrepancy of FAP known as Attenuated signifier of FAP ( AFAP ) , it has a ulterior age on oncoming ( gt ; 40 ) , less adenomatous polyps ( A ; lt ; 50 ) and a lower hazard of CRC. Some of these patients will hold a mutant in the extreme of the 3 or 5 terminal of the APC cistron compared to those who have extreme polyposis where mutants tend to be in the mid-portion of exon 15. It is of import to be able to separate between the types of FAP to cognize where to test for mutants and how to handle the status. It is besides of import to see a patient s nationality when they present to clinic. This can find their heritage hazard and aid to turn up the mutant. For illustration Ashkanazi Jews have a high prevalence of the I1307K mutant ensuing in a life-time hazard of CRC between 10-20 % . Diagnosis Familial testing is of import in households who are at hazard of FAP due the dominant and high penetrance phenotype. As there is a classical phenotype, FAP is easier to name in clinic. In FAP about all mutants consist of shortnesss of the APC protein. This occurs by point mutants, doing either a frameshift by an interpolation or omission, or a nonsensical codon. Familial Testing for FAP is done by bespeaking the presence of a disease doing mutant by a Protein Truncation Test ( PTT ) . Then the location of the mutant on the APC cistron is found by Conformation-Specific Gel Electrophoresis ( CSGE ) , Single-Strand Conformation Polymorphism ( SSCP ) or Denaturing Gradient Gel Electrophoresis ( DGGE ) . Once the location of the mutant is localised the APC cistron is sequenced to place the disease-causing mutant. For those big omissions and rearrangements, Southern Blotting, Array CGH and MLPA can be used for designation. If all of these methods fail to place the mutant, linkage proving to the APC cistron can be done. As it has become cheaper to sequence the APC cistron late many clinics skip the procedure of turn uping the country of mutant and sequence the whole cistron. Deductions The APC cistron is big and the mutants spread along it. This can do it hard to turn up the mutant. As many households have alone mutants it may be hard to make up ones mind if the mutant found is really infective. In fact in patients showing with phenotypical classical FAP, known infective mutants are merely found in 85 % of them. The remainder, although they may hold alterations in the APC cistron it is unknown what these alterations mean. As this information is uninformative it is non possible to give patients a hazard of acquiring CRC or to test their households to be able to except those who are non at hazard. All of the molecular trials used for FAP have their advantages and disadvantages. PTT fails to observe shortnesss that occur at the very terminal or beginning of a cistron and big mutants. Additionally it can non observe missense mutants. However, if it does happen a mutant it is ever disease doing. CSGE does observe more than 90 % of mutants present. SSCP detect s between 60 % -95 % of mutants and DGGE can observe up to 90 % of sequence alterations. Array CGH will lose little omissions and MLPA can non observe balanced translocations and is sensitive to drosss. Therefore some mutants are being missed. Linkage analysis can be between 90 % -95 % effectual in households that have multiple members affected by the disease. The consequences of linkage give symptomless household members the hazard they have of transporting the mutant. However, if these hazards are non below 5 % or above 95 % they are non really utile in clinic. Furthermore non all households will hold multiple affected members to be able to transport out linkage. Additionally decreased protein look may give rise to disease but causative mutants can be really hard to happen because they may be in regulative countries ( Burt and Neklason, 2005 ) . If a patient presented to clinic with FAP phenotype but when tested no mutant could be found on the APC cistron it is deserving proving the MYH cistron for mutants. The phenotype of MYH-associated polyposis ( MAP ) is similar but less terrible than FAP and it is inherited recessively. It is of import to separate between these different types so that the mutants can be identified so other members of the household can be screened. It is besides of import to handle the patient accurately. 25 % of instances of FAP arise as self-generated APC mutants ( Davidson, 2007 ) . Merely kids of these patients would be at hazard of being a bearer of the mutant. However as these patients will hold no household history an inexperient clinician may non recognize the status as being FAP. HNPCC Persons with HNPCC have an increased hazard of developing CRC. It is the most common signifier of familial CRC accounting for between 3-5 % of all instances ( Davidson, 2007 ) . It is an autosomal dominant status and people who inherit the status have early oncoming of colon malignant neoplastic disease ( A ; lt ; 40years ) . Tumours develop chiefly in proximal colon and a individual affected often has household history of colon malignant neoplastic disease or other associated malignant neoplastic diseases such as endometrial, ovarian, encephalon, little intestinal, pancreatic and urinary piece of land ( Davidson, 2007 ) . However there is no typical signifier of phenotype for HNPCC. It is of import though, due to the higher life-time hazard of developing these malignant neoplastic diseases, to name households affected, so that preventive showing can be offered. Diagnosis The first measure to name HNPCC is when a patient nowadayss in clinic. A standard known as the Amsterdam standards was devised over 15 old ages ago which must be met for an person to be clinically diagnosed. This method has been criticised as being excessively stiff. There are now adopted versions of this standard, such as the Modified Amsterdam and Modified Bethesda. These other standards are more inclusive but less specific for HNPPC. When a household is identified as potentially holding HNPCC, they are eligible for diagnostic showing. HNPCC causes a higher hazard of CRC due to a germline mutant of a mismatch fix ( MMR ) cistron. The cell is so unable to treat DNA fix. Mutation bearers exhibit a characteristic phenotype termed microsatellite instability, characterised by enlargement or contraction of short repetition sequences of Deoxyribonucleic acid at multiple venue ( Syngal et al, 1999 ) . Pathogenic mutants have been found at four mismatch fix cistrons ( MSH2, MHL1, PMS2 and MSH6 ) , but so far most HNPCC instances are caused by mutants in either MLH1 or MSH2 ( Muller et al. , 2004 ) . High microsatellite instability is a signal that the MMR cistron is lacking. A tumor is considered MSI high or unstable if more than 40 % of the venue show instability ( Burt and Neklason, 2005 ) . If an MMR-high reading is found, a farther diagnostic trial, Immunohistochemical staining can be used to place which cistron is most likely to be mutated. This looks for the MMR proteins MSH2, MLH1 and MSH6 in the tumour tissue. In 50 % -70 % of instances, mutants in mismatch fix cistrons can be found by DNA sequencing and the larger omissions and rearrangements which tend to be common in HNPCC can be found by Southern Blotting. Southern Blotting will happen the mutant in a farther 10 % -20 % of people, where sequencing could non. Deductions In clinic a diagnosing is dependent on a patient s household history. If the household history fits the Amsterdam or any of the modified standards so they can be identified as potentially holding HNPPC. However this method of naming has possible defects. A elaborate household history may non be given by the patient as they may non be in contact with other household members or they may go forth out information that they do non believe is critical, such as endometrial malignant neoplastic disease. The sensitiveness of the Amsterdam standards is between 54 % -91 % and the specificity is between 62 % -84 % . This means that a significant figure of HNPCC households could be excluded from proving and testing. The sensitiveness of MSI trials are 62 % . Therefore excess cautiousness should be used when construing consequences, particularly negative consequences. In 15 % of sporadic instances of CRC, MSI can be detected. This occurs due to methylation of the 5CpG island in the boos ter part ( Muller et al. , 2004 ) . The consequence of this trial may take you to believe that the proband has HNPPC and therefore them and their households would be at higher hazard of developing CRC. However this is non caused by a heritable mutant in the germline. In add-on this phenomenon exposes a corresponding restriction in the usage of IHC because MLH1 protein look is lost in tumor every bit good ( Lynch et al. , 2007 ) Additionally, dependable consequences for MSI can merely be obtained if adequate cells are right amplified to look at the microsatellite venue. These trials do non pick up all instances of HNPCC as approximately 10 % of IHC trials will be falsely negative, i.e. protein discoloration is present even though the related cistron is mutationally inactivated ( Burt and Neklason, 2005 ) . This could take to the bar of early sensing. Diagnostic intervention can besides give false positive consequences ; this can take to people having testing that do non necessitat e it and this may take to unneeded psychological emphasis. MSI and IHC trials complement each other and therefore both should ever be taken into history. When the cistron is identified that is likely to be mutated, sequence analysis or Southern Blotting can be performed to place the mutant. However this consequence is non ever informative for households as it can be hard to clearly specify a infective mutant. This means that it is non possible to test other household members for a known mutant. Besides in up to 10 % of people a mutant may non be found. Finally when taking an index instance to look for the mutant, the youngest affected individual should be chose. The older a patient is the more likely their malignant neoplastic disease is sporadic. However in a household the youngest affected individual may non hold to be tested. This leaves it harder to accomplish the consequences wanted. Decision The most hard portion of proving for CRC is cognizing who to prove. In FAP there is a clear phenotype but there are discrepancies such as AFAP and MAP. These besides benefit from proving. HNCPP has no clear phenotype and is much harder to estimate who would profit from proving. There are standards set in topographic point to assist this procedure but as mentioned some people are over looked. For both conditions no individual trial is sufficient to place the mutant. Some mutants may non even be identified and therefore it is of import that a adviser non merely measure the patient on their trial consequences but besides on their clinical diagnosing. Trial consequences are non required for disease direction but are helpful for placing other household members who are at hazard. Mentions Burt, R. A ; Neklason, D. , W. ( 2005 ) . Familial Testing for Inherited Colon Cancer.Gastroenterology128: 1696-1716 Davidson, N. , O. ( 2007 ) . Familial testing in colorectal malignant neoplastic disease: who, when, how and why.Keio Journal of Medicine56 ( 1 ) : 14-20 Lynch, P. , M. ( 2007 ) . New Issues in Genetic Counseling of Hereditary Colon Cancer. Clinical Cancer Research 13: 6857s-6861s Muller, A. , Giuffre, G. , Edmonston, T. , B. , Heinmoller, E. , Brodegger, T. , Tuccari, G. , Mangold, E. , Buettner, R. , A ; Ruschoff, J. ( 2004 ) . Challenges and Pitfalls in HNPCC Screening by Microsatellite Analysis and Immunohistochemistry.Journal of Molecular Nosologies6 ( 4 ) : 308-315 Syngal, S. , Fox, E. , A. , Li, C. , Dovidio, M. , Eng, C. , Kolondner, R. , D. , A ; Garber, J. , E. ( 1999 ) . Interpretation of Familial Test Results for Hereditary Nonpolyposis Colorectal Cancer: Deductions for Clinical Predisposition Testing.Journel of the American Medical Association282 ( 3 ) : 247-253 Bibliography Boultwood, J. A ; Fidler, C. ( 2002 ) .Molecular Analysis of Cancer, Humana Press, New Jersey. Chen, S. , Watson, P. A ; Parmigiani, G. ( 2005 ) . Accuracy of MSI Testing in Predicting Germline mutants of MSH2 and MLH1: a instance survey in Bayesian meta-analysis of diagnostic trials without a god criterion.Biometricss6 ( 3 ) : 450-464 Kerr, D. , J. , Young, A. , M. A ; Hobbs, F. , D. , R. ( 2002 ) .ABC of Colorectal Cancer, BMJ, London. Taylor, I. , Garcia-Aguilar, J. A ; Goldberg, S. , M. ( 2002 ) .Colorectal Cancer 2nd edition, Health Press, London Tomlinson, I. , Ilyas, M. A ; Novelli, M. ( 1997 ) .Molecular Geneticss of Colon Cancer. Cancer and Metastasis Reviews 16: 67-69 Walther, A. , Johnstone, E. , Swanton, C. , Midgley, R. , Tomlison, I. and Kerr, D. ( 2009 ) . Familial Prognostic and Predictive Markers in Colorectal Cancer.Nature Reviews 9: 489-499

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Dont have a topic Essay Example | Topics and Well Written Essays - 500 words

Dont have a topic - Essay Example Another guideline to become a successful student is to manage time fruitfully. Time management is not difficult when a student creates a checklist and organizes his work. Time management can lead a student towards success as one then submits all the assignments, presentations and other related academic papers on time. Also, a student should avoid distractions and focus on the subject he is studying. When a mind is focused on a particular subject, then the idea can be more effectively grasped. Focusing can be maintained by studying in a quiet place, for example a library and by putting aside other secondary tasks. The key to success is to strengthen one’s ‘will’ to succeed. The biggest difference an ordinary student and a successful student is their attitudes. For some, learning is fun and enjoyable. For others, learning is drudgery. Our attitudes are habits built from feedback from parents, friends and society. In every class, look for positive people to associate with; in every chapter find one more concept important to you; with every friend, explain a new idea that you have learnt; keep a list of goals, positive thoughts and action. Educators believe that forming questions is more important than remembering answers. Yet teachers ask for answers, not questions but questions and answers are two sides of the same coin, the process called learning. Mental self management or is an art of planning, monitoring and evaluating the learning process. You have to identify the best learning styles that suit you and have to develop the habit of asking questions (Martin 6). By asking question one learns more as he remembers during an exam what he has asked from his teacher in the class. One another quality that a student must possess to become a successful student is self motivation. One has to motivate himself to study by reflecting on the goals set and the relative outcome of those goals. The more a

Critically discuss the contribution that schools can make to childrens Essay

Critically discuss the contribution that schools can make to childrens health and wellbeing - Essay Example Both the school and home are the major social environments for children. Exposure to caring and supportive environments and positive emotional attachments play a leading role in determining physical and mental health of children. Health promoting programs involves a broad health education curriculum that assists in creating a supportive environment for healthy development at schools. Schools should develop a whole school strategy to welfare promotion incorporating broad health education curriculum. More so, developing health promoting programs is very important in encouraging children to adopt health-improving behaviors and eliminate health compromising behaviors. Such programs assist in improving the establishment of school health initiatives resulting to changes in children’s health behaviors and enhance health promotion policies and practices in most schools. This paper provides a very critical discussion on how schools can contribute to the well-being and health of childre n. The term wellbeing refers to the quality of individuals’ lives based on household income, educational resources and health status among others (Statham and Chase 2010, p.2). Being healthy entails living a healthy lifestyle free from excessive consumption of fast foods and use of illicit drugs; and also being physically, mentally, emotionally, socially as well as sexually healthy. On the other hand, children’s wellbeing involves aspects such as engaging in further education; secure a job upon graduating, and access to basic needs among others. Within an international agenda and the UNICEF report, health and safety, material wellbeing, and family and peer relationships are some of the aspects in children’s welfare (Mcauley and Rose 2010, p.112; Watson 2012, p.80). Normally, schoolchildren are faced with health problems due to poor dietary behaviors like excessive intake of calories and inadequate consumption of healthy diet like fruits and