Common Causes And Treatment Of Oral Ulcers - 910 Words

Oral ulcers are shallow sores inside the mouth or near the mouth. They may be referred to as canker sores or cold sores, which are two types of oral ulcers. Many oral ulcers are harmless and go away on their own, but some cases may require medical treatment to determine the cause and proper treatment. CAUSES In some cases, the cause of this condition may not be known. Common causes include: †¢ Viral, bacterial, or fungal infection. †¢ Emotional stress. †¢ Foods or chemicals that irritate the mouth. †¢ Injury or physical irritation of the mouth. †¢ Medicines. †¢ Allergies. †¢ Tobacco use. Less common causes include: †¢ Skin disease. †¢ The herpes virus (herpes simplex). When oral ulcers are caused by herpes simplex, they are commonly referred to as cold sores or fever blisters. †¢ Oral cancer. RISK FACTORS Oral ulcers are more likely to develop in: †¢ People who wear dental braces, dentures, or retainers. †¢ People who don’t keep their mouth clean and brush their teeth regularly. †¢ People with sensitive skin. †¢ People with conditions that affect their entire body (systemic conditions), such as immune disorders. SYMPTOMS The main symptom of this condition is one or more oval-shaped or round ulcers with red borders, which are usually about  ¼ inch (6 mm) in size. The cause of the ulcers can cause variation in the symptoms that you experience, such as: †¢ Location of the ulcers. They may be inside the mouth, on the gums and the insides of the lipsShow MoreRelatedchancroid1376 Words   |  6 Pages Chancroid at a Glance A sexually transmitted disease (STD) Common symptoms include sores on the genitals Treatment is available Easily spread Condoms reduce your risk of infection Want to get tested for chancroid? FIND A HEALTH CENTER STDs are very common. But we can protect ourselves and each other from STDs like chancroid. Learning more about chancroid is an important first step. Here are some of the most common questions we hear people ask about chancroid. We hope you find theRead MoreThe Disease Of Behcet s Disease924 Words   |  4 PagesBehcet s Disease Association [ABDA], 2014). The disease, recognized worldwide, can affect multiple systems in the human body and associated with morbidity and mortality. Dr. Hulusi Behcet (2014) first described the disease as a triad of oral ulcers, genital ulcers and ocular inflammation (ABDA, 2014). The epidemiology behind this disease indicates its prevalence in multiple countries. It is less prevalent in the United States and Western Europe. According to National Organization for Rare DisordersRead MorePancreatic Cancer Case Study Essay1621 Words   |  7 PagesValdez who has been diagnosed of pancreatic cancer. Pancreatic cancer is often not diagnosed until it is advanced because the cancer usually causes no early symptoms, leading to metastatic disease at time of diagnosis (Brown Edwards, 2008). I am going to foc us on the adverse patient events that may occur in the oncology department during the course of treatment and nursing care for Mr. Valdez, and the evidence based nursing practice to improve patient outcome. I am going to explain that health careRead MoreA Brief Note On Helicobacter Pylori1355 Words   |  6 PagesHELICOBACTER PYLORI Helicobacter pylori have been implicated in cases of chronic gastritis, peptic ulcer diseases( includes duodenal and gastric ulcers). Even though these diseases were linked to stress factors, in 1983, Australian microbiologists Warren and Marshall proved that gastritis and peptic ulcer diseases were infectious diseases caused by a bacterium (1). This bacterium has also been linked to gastric carcinoma and Mucosa associated lymphocyte (MALT) lymphoma (2) This organism was formerlyRead MoreHuman Immunodeficiency Virus ( Hiv )1499 Words   |  6 Pagesfeel comfortable and in a judgment free environment. Standards precautions are still the same when treating all patients with or without a compromising disease or virus. However, the hygienist is often times the first to recognize the first signs of oral manifestations of HIV. Therefore, the dental hygienist will play an important role in improving the quality of a patient s life that is compromised by HIV. It is estimated that 34 million people are currently diagnosed worldwide with HIV (BakhshaeeRead MoreAnemia and Disorders Blood Tests1710 Words   |  7 Pagesdrowsiness, listlessness, and apathy. Lethargy is a fairly imprecise description of the feeling or slowness, sluggishness, tiredness, or lack of energy. Lethargy in common usage may mean many things, including fatigue, drowsiness (sleepiness), lethargy, tiredness, malaise, listlessness, or weakness (including muscular weakness). The causes of these other similar symptoms also need to be investigated in researching a symptom of lethargy. Nevertheless, any type of lethargy symptom can indicate a seriousRead MoreSexually Transmitted Infections ( Stis )767 Words   |  4 Pagesanal, vaginal as well as oral intercourse. More so, infected pregnant women can transmit STIs to infants in utero, during birth, or through breastfeeding. The most common STIs in the U.S. include chlamydia, gonorrhea, genital herpes, human papillomavirus, trichomoniasis, and bacterial vaginosis (Buttaro, Trybulski, Bailey, Sandberg-Cook, 2013). According to the Centers for disease control and prevention, CDC (2015), human immunodeficiency virus (HIV) infection is a common STD affecting more thanRead MoreInformative Essay On Oral Cancer794 Words   |  4 PagesKyli Shaull Dental Assisting Mrs. Strauss 3 October, 2017 Oral Cancer Essay Musician Terri Clark once said, ‘When someone has cancer, the whole family and everyone who loves them does, too.’ The family and loved ones of someone who is battling cancer feel their grief and pain so deeply that it is as if they too are battling cancer. I know this because I lost my dad to esophageal cancer. I chose oral cancer for the topic of my senior project (a book) because I wanted to create something that couldRead MoreGastric Ulcer And Duodenal Ulcers1597 Words   |  7 Pages Chapter - 16 Peptic Ulcer (Gastric Ulcer/Duodenal Ulcer) Both gastric (stomach) and duodenal ulcers are called peptic ulcers. Peptic ulcers affect 10% of the world’s population and men and women both equally. Duodenal ulcer incidence peaks in clients in their fifties and sixties and gastric ulcers in those between ages 60 and 80. This is known as a disease due to Hurry, Worry and Curry. Smoking, consuming alcohol in large amounts, use of some drugs like NSAIDS for a long duration are causativeRead MoreHuman Pathogen That Is Responsible For Ulcers And Stomach Inflammation1524 Words   |  7 PagesNguyen 1 A. INTRODUCTION Helicobacter pylori (H. pylori) is a human pathogen that is responsible for ulcers and stomach inflammation. The organism had been researched by several scientists around the world since 1875; however none of them was successfully culture it. Until 1982, Dr. Barry Marshall and Dr. Robin Warren succeeded in observing the colonies, and thus became the first scientists to discover this bacterium. By self-testing, Dr. Marshall drank a liquid that contained H. pylori culture.

Dante’s, The Divine Comedy - 1022 Words

In Dante’s, The Divine Comedy, Virgil leads Dante through the Inferno, where Dante undergoes changes in his compassion. I am going to argue that Dante expresses less compassion during his journey when Virgil leads him through the Inferno. This essay will prove how Dante shows more feelings at the beginning of the Inferno compared to the end of the Inferno. Dante is being a coward by thinking he is unable to make his journey: I’d be too slow had I obeyed by now. You need no more declare to me your will. But tell me why you take so little care and, down to this dead middle point, you leave the spacious circle where you burn to go. In this particular part, in Canto two, Dante†¦show more content†¦Near the end of the Inferno Dante is barely showing any emotions: I woke before the day ahead had come, and heard my sons (my little ones were there) cry in their sleep and call out for some food. How hard you are if, thinking what my heart foretold, you do not feel the pain of it. Whatever will you weep for, if not that? By now they all had woken up. The time was due when, as routine, our food was brought, Yet each was doubt, thinking of their dream. Listening, I heard the door below locked shut, then nailed in place against that dreadful tower, I looked in their dear faces, spoke no word. I did not weep. Inward, I turned to stone. They wept. And then my boy Anselmo spoke: ‘What are you staring at? Father, what’s wrong?’ And so I held my tears in check and gave no answer all that day, nor all the night that followed on, until another sun came up. (Dante, Inferno, 33: 37-54) Dante woke up before the day had started with his sons crying in their sleep for food. He didn’t really care that his sons were hungry and he didn’t understand what people weep for besides weeping for food because they are hungry. They received their food but then their door was nailedShow MoreRelatedThe Divine Comedy And Dantes Inferno1079 Words   |  5 Pageshis book The Divine Comedy: Inferno. Dante was born and raised in Italy and therefore had a natural hate for everything Greek related. The Inferno was written thousands of years after the Trojan war, and yet Dante still had a burning grudge against the Greeks for the way in which they defeated the Romans. Dante also validated his hatred by claiming he had family ties to the ancient Romans. In The Inferno, the main character Dante meets with the Roman poet Virgil who was one of Dante’s biggest influencesRead MoreAnalyzing Dantes The Divine Comedy2313 Words   |  9 Pagesmeted out and his use of contrapas so. Durante degli Alighieri, usually referred to as Dante (1265-1321), was an Italian poet, moral philosophers, and political thinker best known for his epic poem La divina commedia. Essentially, The Divine Comedy describes Dantes journey through Hell, Purgatory, and Paradise guided at first by the Roman poet Virgil, and then by Beatrice, the subject of his undying love. In many ways, though, the poem is both a literary story of a journey and a commentary aboutRead MoreSignificance Of Comedy In Dantes Divine Comedy1193 Words   |  5 Pages1. Describe the significance of comedy in Dante`s Divine Comedy. a. In literature during the medieval and renaissance time a comedy meant that characters in a play, peom, or movie had to endure a hardship or disaster and the come to a happy ending. Comedy sometimes isn’t even a comedy, sometimes it has a deeper meaning. The significance of comedy in Dante`s Divine Comedy is that it stands up to the structural meaning of comedy. For example, it has a happing ending, which in most literature worksRead MoreDantes Expedition of Revenge in The Divine Comedy1033 Words   |  4 Pageswent on a journey that was motivated by acrimony, revenge and retribution. The Divine Comedy is a story of Dante’s expedition through the afterlife with the help from a Roman poet, Virgil. In the Divine Comedy living in Hell is the same as living on earth in poverty today. Today, there are many politicians who are trying to help with the welfare of poverty, but they never follow through with their goals. Throughout Dante’s life on earth he witnesses th e corruption of the church and power given to higherRead MoreFocus on a Pilgrim in Dantes Divine Comedy856 Words   |  3 PagesDante’s divine comedy focuses on the journey of a Pilgrim by the name of Dante from Italy in which he travels through the circles of Hell, the terraces of Purgatory and the spheres of Paradise. Dante the Pilgrim has lived his life the wrong way, in a way that goes against how God would live life and through this journey the pilgrim hopes to find a way to return to the path he was once on: the right path. Throughout his journey he encounters numerous souls who have either been placed in Hell, in PurgatoryRead MoreHell in Dantes Divine Comedy Essay example1364 Words   |  6 PagesHell in the divine Comedy and Aeneid In Dante’s Divine Comedy, Dante incorporates Virgil’s portrayal of Hades (In The Aeneid) into his poem, and similarities between the Inferno and Hades can be drawn, however Dante wasn’t attempting to duplicate Virgil’s works. Although the Hell depicted in Dante’s Inferno is essentially based on the literary construction of the underworld found in Virgil’s Aeneid, in their particulars the two kingdoms are quite different. Virgil’s underworld is largelyRead More Dantes Motivation to Write The Divine Comedy Essay3226 Words   |  13 PagesDantes Motivation to Write The Divine Comedy (La Divina Commedia) To truly comprehend Dante’s Divine Comedy, although complete comprehension is not necessary to enjoy this literary masterpiece, there are several skills one might need to acquire. For instance, one helpful piece of knowledge would be the ability to fluently speak Italian, since the many translations differ being able to have read Dante’s actual written words and understand them would make reading the Divine Comedy a bit moreRead More The Historical Significance of Dantes Divine Comedy Essay2452 Words   |  10 Pageshistorical significance of Dantes `Divine Comedy Dantes `Divine Comedy, the account of his journey through hell, purgatory and heaven is one of the worlds great poems, and a prime example of a most splendidly realized integration of life with art. More than being merely great poetry, or a chronicle of contemporary events, which it also is, the `Comedy is a study of human nature by a man quite experienced with it. The main argument I will make in this essay is that Dantes `Comedy is chiefly a workRead More Fame and Glory in Dantes Divine Comedy Essay2297 Words   |  10 Pages     Ã‚  Ã‚  Ã‚  Ã‚   What is fame? Fame is but a slow decay   Even this shall pass away.   Theodore Tilton  Ã‚  Ã‚  Ã‚   The Divine Comedy, by Dante Alighieri, is a poem laden with such Christian themes as love, the search for happiness, and the desire to see God. Among these Christian themes, however, is Dantes obsession with and desire for fame, which seems to be a surprising departure from conventional medieval Christian morality. Indeed, as the poem progresses, a striking contradiction emerges. Dante theRead More Divine Comedy - The Trinity in Dantes Inferno Essay2097 Words   |  9 PagesTrinity in The Inferno      Ã‚  Ã‚  Ã‚   Dantes Inferno, itself one piece of a literary trilogy, repeatedly deploys the leitmotif of the number three as a metaphor for ambiguity, compromise, and transition. A work in terza rima that details a descent through Nine Circles of Hell, The Inferno encompasses temporal, literary, and political bridges and chasms that link Dantes inspired Centaur work between the autobiographical and the fictive, the mundane and the divine and, from a contemporary viewpoint

An Evolution Definition of Darwinism

Charles Darwin is known as the Father of Evolution for being the first person to publish his theory not only describing that evolution was a change in species over time but also put together a mechanism for how it works (called natural selection). There is arguably no other evolutionary scholar as well known and revered as Darwin. In fact, the term Darwinism has come to be synonymous with the Theory of Evolution, but what really is meant when people say the word Darwinism? And more importantly, what does Darwinism NOT mean? The Coining of the Term Darwinism, when it was first put into the lexicon by Thomas Huxley in 1860, was only meant to describe the belief that species change over time. In the most basic of terms, Darwinism became synonymous with Charles Darwins explanation of evolution and, to an extent, his description of natural selection. These ideas, first published in his arguably most famous book On the Origin of Species, were direct and have stood the test of time. So, originally, Darwinism only included the fact that species change over time due to nature selecting the most favorable adaptations within the population. These individuals with the better adaptations lived long enough to reproduce and pass those traits down to the next generation, ensuring the species survival. The Evolution of Darwinism While many scholars insist this should be the extent of information that the word Darwinism should encompass, it has somewhat evolved itself over time as the Theory of Evolution itself also changed when more data and information became readily available. For instance, Darwin did not know anything about Genetics as it wasnt until after his death that Gregor Mendel did his work with his pea plants and published the data. Many other scientists proposed alternative mechanisms for evolution during a time which became known as neo-Darwinism. However, none of these mechanisms held up over time and Charles Darwins original assertions were restored as the correct and leading Theory of Evolution. Now, the Modern Synthesis of the Evolutionary Theory is sometimes described using the term Darwinism, but this is somewhat misleading since it includes not only Genetics but also other topics not explored by Darwin like microevolution via DNA mutations and other molecular biological tenets. What Darwinism Is NOT In the United States, Darwinism has taken on a different meaning to the general public. In fact, opponents to the Theory of Evolution have taken the term Darwinism and created a false definition of the word that brings up a negative connotation for many who hear it. The strict Creationists have taken the word hostage and created a new meaning which is often perpetuated by those in the media and others who do not truly understand the real meaning of the word. These anti-evolutionists have taken the word Darwinism to not only mean a change in species over time but have lumped in the origin of life along with it. Darwin did not assert any sort of hypothesis on how life on Earth began in any of this writings and only could describe what he had studied and had evidence to back up. Creationists and other anti-evolutionary parties either misunderstood the term Darwinism or purposefully hijacked it to make it more negative. The term has even been used to describe the origin of the universe b y some extremists, which is way beyond the realm of anything Darwin would have made a conjecture on at any time in his life. In other countries around the world, however, this false definition is not present. In fact, in the United Kingdom where Darwin did most of his work, it is a celebrated and understood term that is commonly used instead of the Theory of Evolution through Natural Selection. There is no ambiguity of the term there and it is used correctly by scientists, the media, and the general public every day.

Euripedes Medea versus Aristotlean Poetics Essay - 1570 Words

Aristotle, a philosopher, scientist, spiritualist and passionate critic of the arts, spent many years studying human nature and its relevance to the stage. His rules of tragedy in fact made a deep imprint on the writing of tragic works, while he influenced the structure of theatre, with his analysis of human nature. Euripides Medea, a Greek tragedy written with partial adherence to the Aristotelian rules, explores the continuation of the ancient Greek tales surrounding the mythology of Medea, Princess of Colchis, and granddaughter of Helios, the sun god, with heartlessness to rival the infamous Circe. While the structure of this play undoubtedly perpetuates many of the Aristotelian rules, there are some dramatic structures which†¦show more content†¦(Act 1, sc ii. Lines 277-280) These lines, even out of context, represent pity for Medea, as well as fear on her behalf. When the audience feels these emotions as a result of the action, they are experiencing the cathartic response to which Aristotle gave mention. Of course, catharsis isn?t the only element prevalent in a tragic success by Aristotle?s rules, and many of his other teachings indicate a far more structural approach to creating successful tragic theatre. Perhaps the most famous of his rules is the employment of the ?Three Unities?. That is, the unity of time, place and action. Well known modern critic, Tariq Hayat Las (2006) wrote that ?The unity of time limits the supposed action to the duration, roughly, of a single day, unity of place limits it to one general locality, and the unity of action limits it to a single set of incidents which are related as cause and effect, having a beginning, a middle, and an end. This definition, essentially, is an abridged translation of what Aristotle originally wrote himself, and thoroughly, yet succinctly outlines what the three unities are all about. Medea, with relevance to these unities, is particularly adherent, in the sense that the location does not change, the time is apparent in its co nstraints and every action serve as a reaction to what came previously in the text. It is difficult to give a textual example of the three unities, because the whole principle of their

A Guide to Samples of Discussion Essay

A Guide to Samples of Discussion Essay You may use the samples as a foundation for working out how to write in the proper style. You aren't able to create a great paper working with the only source as it presents an information using it's own opinion. It's very useful to take writing apart to be able to see just the way that it accomplishes its objectives. In summary, getting a great job demands an appropriate background either in experience or education based on the sort of work and field. The Ultimate Samples of Discussion Essay Trick There's, obviously, a limit on the variety of pages even our finest writers can produce with a pressing deadline, but generally, we figure out how to satisfy all the clients seeking urgent assistance. There was a superb experience with the quantity of people of the group as it gave everyone an opportunity to participate with the experiment. You should have your reasons, and our principal concern is that you find yourself getting a great grade . Discussion Essay Tips Some individuals believe environmental problems should be solved on an international scale even though others believe it is preferable to address them nationally. There's no established rule for how long an introduction needs to be. The primary goal of the body paragraphs is to fully demonstrate the thesis statement. On the flip side, others find it convenient to compose the introduction initially and utilize it like an outline for the remainder of the essay. There isn't much to say regarding the process essay outline because the structure repeats the actions necessary to finish a specific procedure. The Number One Question You Must Ask for Samples of Discussion Essay Share what you consider the topic. You should talk about your topic from various sides, comparing several views. In the event you weren't assigned a particular topic then you are going to have to chose a debatable question yourself. A great topic should have relatively equal weight on either side of an argument. If you're asking yourself the way to compose a very good discussion essay and still don't have any luck then welcome to our site. In fact the writers understand that the consequence of the discussion is dependent on the discussion essay topics that embrace enormous field for investigation, concerning different details of the life. The more an author is concerned about the subject, the more chances it must succeed. Most Noticeable Samples of Discussion Essay If you opted to decide on a specific side of the argument, you would want to clearly show your conclusion on the argument. There are difference contexts that may be used within the very same subject so that you need to make certain that you will be clear in regards to identifying the section of the topic that you're going to chat about. Sum up all of the information which you have presented so that people may identify whether your conclusion has lived up to the content of what you've written. The conclusion only should be b rief there's no need to restate everything that's been said before. Samples of Discussion Essay Features The essay should provide a well-rounded comprehension of all issues before the author shows his personal conclusions and opinions. The introduction also provides the reader with vital background details. It is very important to come across genuine sources which provide dependable and accurate information lest one's essay is full of lies and inaccurate details. A thesis statement needs to be argumentative and provide readers with an assurance they will indeed love what they are reading. In contrast to popular belief by a substantial part of students, critical essay writing isn't about criticizing or focusing on the negative facet of analysis. The above is of fantastic significance, especially to students who think that critical essays should concentrate on the negative facets of a subject. In conclusion, it looks like assignment essays continue to get a prominent part in tertiary education as an assessment tool. Since academic essays are popular in the industry of education and research, you should make sure your writing is both logical, interesting and informative. The previous point to observe is the best way to compose a conclusion for an expository essay. Your thesis statement, on the flip side, should give a response to the principal problem of your essay. Possessing an objective is indeed necessary to writing an adequate crucial essay and it is crucial to outline it clearly. Very similar to a lot of persuasive formats of essays, a high quality discussion essay depends on the capacity of the author to provide a considerable research and evidences that show the several views of the topic. If you wish to make an academic essay that's both outstanding and relevant, always place the items that we've discussed above in mind. Bridget's essay is quite strong, but there continue to be a couple little things that could be made better. The above is almost a cliche, but it's indeed important to being an excellent vital essay writer. Your life story can likewise be regarded as a fantastic topic in writing your private essay. In the event you're fighting to discover the time for your essay, you always have the option to contact our customized essay writing service.

Predictors of Nurses’ Licensure Examination free essay sample

Abstract The Nurses’ licensure examination is conducted by the Professional Regulatory Commission to screen Nursing graduates who will be licensed to practice the nursing profession. The study determined the predictors of licensure examination performance of nursing graduates. The study used the descriptive design using inferential techniques. Some 163 graduates were studied based on their College Entrance Examination performance on IQ test, nursing aptitude test, the composite score of science, math and English tests, college grade point average and pre-board examination performance and the correlations of these variables with licensure examination performance. Results revealed that all variables significantly correlated with licensure examination performance but only two significantly predicted licensure performance, college grade point average and pre-board examination. The study concludes that students’ academic performance in their baccalaureate program and their performance in the pre-board examination are significant bases in determining the success and failure of students’ licensure examination performance. Keywords Nurses licensure, exam performance, predictors of exam passing 130 Predictors of Nurses’ Licensure Examination Performance of Graduates in Cebu Normal University, Philippines Ong, Palompon Banico INTRODUCTION The need to pass the board examination is propelled by the legal requirement that the practice of the nursing profession in the Philippines requires the passing of the Nurses’ Licensure Examination as mandated in Section 12, Article IV of the Philippine Nursing Act 2002 or Republic Act 9173. The Philippine nursing education is regulated by the Commission on Higher Education (CHED) for the purpose of rationalizing nursing education in the country which aims to provide quality health services and keep pace with global competitiveness. CHED Memorandum Order No. 30 was promulgated in 2007. This writ contains the updated policies and standards for nursing education. However, this law was amended through CHED Memorandum Order No. 14, series of 2009 which strengthens the regulation of the offering of nursing education in the country and the improvement of the nursing curricula in line with the Bologna accord. At the formulation of this research, the demand for the nursing profession had continued to rise. Proliferation had been observed for new nursing schools and review centers. Such phenomena came into being due to the persistent motivation of nursing aspirants to enroll in nursing as a means of earning better abroad and their persistent goal to pass the nurses’ licensure examination. In the year 2009, there was a slow decrease in the nursing education enrollment as an effect of the reduction of demand for nurses abroad due to global economic crisis and nationalization policies of countries. Professional Licensure Examinations serve as a means of maintaining the quality of professionals after they had been trained and schooled in their respective institution. Such an examination measures the competencies of a professional who is believed to have acquired the necessary skills, knowledge and attitude in the practice of their respective profession. Cebu Normal University (CNU) has as its mission to produce quality education to all students. Through the performance of the nursing graduates in the Nurses’ Licensure Examination, such mission can be measured. For the 25 years, CNU College of Nursing has been consistent in producing top-notchers and a passing percentage higher 131 Asian Journal of Health than the national passing rate of above ninety percent. It has also been recognized as one of the top four performing schools in the Philippines (PRC Certificates, 2003, 2004, 2005). Observations were gathered thatboard performance in the NLE is due to the students who were screened prior to their entry into the university. Others commented that the university may have a very competent set of faculty members. With these queries in mind, the researchers tried to determine the predictors of the CNU nursing students’ performance in the Nurses’ Licensure Examination in the school year 2006-2007. FRAMEWORK Attribution theory (Weiner, 1980, 1992 cited by Lin and Bill 2003) is considered one of the most influential contemporary theories with implications for academic motivation. This theory incorporates behavior modification since it emphasizes that learners are strongly motivated by the pleasant outcome of feeling good about themselves. It further incorporates cognitive theory and self-efficacy theory in the sense that it emphasizes that learners’ current self-perceptions will strongly influence the ways in which they will interpret the success or failure of their current efforts. Hence their future tendency to perform these same behaviors. According to attribution theory, the explanations that people tend to make to explain success or failure can be analyzed in terms of three sets of characteristics: First, the cause of the success or failure may be internal or external. That is, professionals may succeed or fail because of factors in their origin within themselves or because of factors that originate in the environment. Second, the cause of the success or failure may be either stable or unstable. If the cause is stable, the outcome is likely to be the same if the same behavior is found on another occasion. If it is unstable, the outcome is likely to be different on another occasion. Third, the cause of the success or failure may be either controllable or uncontrollable. A controllable factor is one which can alter if desired. An uncontrollable factor is one that cannot easily bealtered. An important assumption of attribution theory is that people will interpret their environment in such a way as to maintain a positive self132 Predictors of Nurses’ Licensure Examination Performance of Graduates in Cebu Normal University, Philippines Ong, Palompon Banico image. That is, they will attribute their successes or failures to factors that will enable them to feel as good as possible about themselves. In general, this means that when learners succeed at an academic task, they are likely to want to attribute this success to their own efforts or abilities; but when they fail, they will want to attribute their failure to factors over which they have no control, such as bad teaching or bad luck. The basic principle of attribution theory as it applies to motivation is that a person’s own perceptions or attributions for success or failure determine the amount of effort the person will expend on that activity in the future. The performances of students in an examination can be attributed to some factors. In a study done by Besinque, Wong, Louie and Rho (2000) on the predictors of success rate in the California State Board of Pharmacy Licensure Examination; they have correlated demographic variables, preparation for the examination, study habits and grade point average with the success in the examination. From among the variables, grade point average was identified as an important factor in predicting success in licensure examination. Hilario (2000) studied the factors influencing the licensure examination of teacher education institutions in the Cordillera Administrative Region. It was found that faculty qualification and curricula do not significantly influence the performance of the institutions in the licensure examination. Admission and retention policy of the institution has a significant positive influence on the performance in the examination. Naron and Wedlack (1991) ventured on an ex post facto study on the predictive variables on National Council for Licensure Examination for Registered Nurse (NCLEX–RN) performance of students in Chicago Illinois’ Olive-Harvey College. The study found that from among the variables nursing grades and grades in pre-nursing courses had significant influence over their performance in the examination. McClelland (1992) also undertook a study on academic variables affecting the performance of baccalaureate nursing graduates on NCLEX-RN. But aside from the pre-nursing grade point average, American College Testing scores, which serve as their entrance examination, also predict NCLEX-RN performance. These same variables were also identified in the study of Lin Fung (2003). 133 Asian Journal of Health From the literature, most of the studies found grade point average and qualifying examination in college as predictors of licensure examination performance. Admission and retention policies also predict the performance. Faculty qualification was not significantly related with examination performance. OBJECTIVE OF THE STUDY This study aimed to determine the predictors for Nurses’ Licensure Examination performance of the graduates of Cebu Normal University College of Nursing. MATERIALS AND METHODS A descriptive-correlation ex post facto research was utilized in which data on College Entrance Examination, Pre-board examinations and Nurses’ Licensure Examination results were retrieved from the previous records. This study took place in Cebu Normal University College of Nursing. This locale was chosen since the researchers were clinical instructors in this institution and they believed that as clinical instructors, it was their responsibility to guide students. The unit of analysis in the study was the individual results of the college entrance examination, grade point average and Nurses’ Licensure Examination performance of nurse graduates of Batch 2007 in Cebu Normal University. The total number of graduates in S. Y. 2006-07 was 170. The entire batch was included as part of the study, however, there were some incomplete data presented, thus the total sample size is 163. Research Instrument The data on the results of the College Entrance Examination were requested from the Testing Center of Cebu Normal University, college grade point average of the respondents were requested from the University Registrar and the pre-board examination scores were obtained from the review coordinator of the College of Nursing and 134 Predictors of Nurses’ Licensure Examination Performance of Graduates in Cebu Normal University, Philippines Ong, Palompon Banico Inter-trends Review Center. Nurses’ Licensure Examination (NLE) scores were obtained from the Philippine Regulations Commission (PRC). Data Gathering Procedure The data gathering commenced when Batch 2007 graduates gave their written consent to allow the researchers to obtain their records from the university and PRC. These consent forms were attached for the approval of the president of the university and the PRC Regional Officer. Data gathering took three months due to the difficulty in retrieving the results in the Testing Center in which the psychometrician has to select the results of the respondents out of three thousand applicants. Moreover, the researchers waited for the results of the Nurses’ Licensure Examination which was mailed to the PRC National Office. Data Analysis Since the variables were treated as interval data, the mean and standard deviation were utilized to determine the profile. In interpreting IQ scores, Nursing Aptitude Test and Composite scores in the entrance examination a percentile classification was used based on Philippine Psychological Corporation: 97-99 very superior, 90-96 superior, 75-89 above average, 60-74 high average, 40-59 average, 24-39 low average, 10-23 below average, 4-9 low and 1-3 very low. In correlating the variables with performance in the Nurses’ Licensure Examination, Pearson r was utilized. To determine which variable predict licensure examination performance, the significantly correlated variables were entered into the multiple linear regression analysis. All correlations were interpreted as significant at 0. 05 levels. RESULTS AND DISCUSSION Mean performance of the respondents in the respective test in the Nurses’ Licensure Examination on June 2007, College Entrance Examination and College Grade Point Average are presented in Table 1. 135 Asian Journal of Health Table 1. Mean performance of nurse graduates (N=163) Performance Mean Standard Deviation NLE Performance by test area: Nursing Practice I Nursing Practice II Nursing Practice III Nursing Practice IV Nursing Practice V 84. 14 80. 96 80. 21 77. 28 78. 82 3. 20 3. 85 2. 80 3. 87 4. 28 General NLE Performance 80. 26 2. 74 CEE: IQ Test 81. 9 9. 23 CEE: Nursing Aptitude Test 78. 95 17. 46 CEE Composite Score 89. 20 9. 55 College Grade Point Average (CGPA) 83. 10 2. 50 Pre-board Examination 70. 71 2. 07 NLE – Nurses Licensure Examination CEE – College Entrance Examination The Nurses’ Licensure Examination is composed of five test areas at 100 items each in which major nursing subjects are integrated in each test area. Nursing Practice I consisted of test items derived from Fundamentals in Nursing, Research, Leadership and Management and Nursing Ethics and Jurisprudence; Nursing Practice II is composed of concepts from Community Health Nursing and normal Maternal and Child Nursing; Nursing Practice III is taken from the concepts of abnormalities in Maternal and Child Nursing and part of MedicalSurgical Nursing; Nursing Practice IV is composed of concepts on major Medical-Surgical cases and Nursing Practice V is from Mental Health Nursing. The test area which had the highest mean score among the respondents was Nursing Practice I and the lowest was Nursing Practice IV within the cut-off score for passing in the NLE of 75%. However, it was noted that the score in Nursing Practice IV was low since this was 136 Predictors of Nurses’ Licensure Examination Performance of Graduates in Cebu Normal University, Philippines Ong, Palompon Banico the test area which had the biggest coverage and has been noted as most difficult among the concepts included which is Medical-Surgical Nursing. The score which showed the greatest variability was Nursing Practice V while the rest have shown homogeneity in their scores which indicated that competence in mental health nursing has not fully been attained by most of the graduates. This is an expected finding since mental health nursing is a highly specialized course which further implies that more emphasis should be given on theoretical mastery and clinical skills competence. This, however, has been addressed to by the CMO 14, s. 2009 which offers mental health nursing as separate 3-unit course for third year students. On the overall licensure examination mean score, they had acquired more than the passing score requirement of 75% which implied that majority of the graduates passed the examination having attained 98% passing percentage during the June 2007 licensure examination. From the independent variables in this study, the College Entrance Examination of Cebu Normal University has the components of the IQ Test (OLSAT), Nursing Aptitude Test (NAT) and the composite scores of English, Math, reading comprehension examinations. The mean scores of IQ test, aptitude test in nursing and the composite scores were all above average. This indicates that nursing students who qualified for enrollment were highly intellectual and were expected to adjust to the academic demand of nursing as a course of the study. Furthermore, the grade point average of the respondents when they graduated in their Bachelor in Nursing was above average which implied that respondents had shown academic performance beyond the minimum passing rate of 75%. With the entrance examination results and the grade point average, it can be deduced that students in nursing are selected highly intellectual personalities. However, the mean score of the pre-board examination of the respondents showed a failing mark at 70% which was lower than the passing rate in the Nurses Licensure Examination at 75%. This finding runs contrary to the expected performance of the respondents in the pre-board examination since their IQ, entrance examination, aptitude scores, grade point average in college and even their actual Nurses Licensure Examination performance had shown above average results. Based on these findings, it is inferred that the preboard examination is more difficult than the actual NLE taken by the respondents. 137 Asian Journal of Health Table 2. Correlations with NLE performance (N=163) r coefficient CEE: IQ Test (OLSAT) CEE: Nursing Aptitude Test CEE Composite Score College GPA Preboard Performance p-level 0. 47 0. 50s 0. 60s 0. 65s 0. 48s 0. 00 0. 00 0. 00 0. 00 0. 00 s s significant correlation at p=0. 50 NLE – Nurses Licensure Examination GPA – Grade Point Average CEE – College Entrance Examination The null hypotheses that there are no significant correlations of students’ NLE performance with their college entrance examination performance (IQ, NAT, composite), college GPA and pre-board performance were tested. It was gleaned from table 2 that all the independent variables were significantly correlated with the respondents’ NLE performance. Students’ performance in the entrance examination upon entry to the university, their IQ, aptitude in nursing, academic achievement in college contributes to the success or failure of the respondents in the board examination. With the null hypotheses rejected, it is inferred that students who performed better in the entrance examination, college academic achievement and preboard examination perform better in the licensure examination. It is further implied that the quality of admission and retention policies of an institution is an important consideration that every college or university should strengthen in relation to their aspiration to have better licensure examination performance. These findings support the results of the studies of Hilario (2000), Naron and Wedlack(1991)that admission and retention policies in an institution play a significant factor in the students’ success in the licensure examination. The admission tests given to college aspirants measures the capacity of the students to surpass the difficulties and challenges which a particular course provide. It determines whether 138 Predictors of Nurses’ Licensure Examination Performance of Graduates in Cebu Normal University, Philippines Ong, Palompon Banico a student is fit to enroll in the course having gone through with the aptitude test since one’s interest in the course taken can influence the students’ performance in the college years. Thus, nursing colleges should be vigilant of the consequences which may arise if and when admission measurements are not reasonably imposed to college aspirants especially in nursing education. Moreover, it is noted that grade point average in college which shows the academic achievement of the student is highly correlated with NLE performance; hence, colleges of nursing should determine those who have attained the terminal competencies expected in a particular college level. If and when a student has not passed the standards of a particular course or subject, that student should be retained accordingly so that the student will be given the chance to master the competencies expected before being promoted to the next year level. Table 3. Multiple linear regression analysis of the independent variables as predictors of NLE Predictor Variables Constant IQ Test* Nursing Aptitude Test CEE Composite Score College GPA Preboard Performance coefficient t p 21. 38 0. 01 0. 01 0. 07 0. 39 0. 27 3. 41 0. 28 0. 70 1. 88 4. 63 3. 13 .00 .78 .48 .06 .00 .00 R2 52. 3% *Ten unusual observations noted in IQ test and NLE Scores When all independent variables were entered into the regression model, it was noted that only college GPA and pre-board performance showed significant predictive values with college GPA as the principal predictive variable. It is viewed that students’ learning in the classroom and clinical exposures in their four years in nursing predicted their performance in the licensure examination, plus the immediate influence of students’ performance in the pre-board examination 139 Asian Journal of Health consisted a strong predictive power of these variables at 52. 3% (R2). Besinque, et al. (2002) presented the same predictive ability of college grade point average in students’ success in the licensure examination. These findings are due to the fact that within the four years of college education of nursing students, they have specific competencies which they have acquired. When they graduate, they have mastered all these competencies to be declared as recipients of a Bachelor of Science in Nursing degree holder. The Board of Nursing NLE Test Framework has emphasized that the examinations are competency-based thus; the academic achievement in the four years of learning can indeed be a great factor that will predict the NLE performance. Furthermore, the pre-board examinations as presumed to be competency-based in nature since these are test simulations of the actual NLE examination to prepare the students for real examination. Thus, the students’ performance in the pre-board examination can contribute to the predictions of how they will perform in the actual examination. Moreover, the analysis showed ten unusual observations in the IQ tests scores and licensure examination performance. Most of them showed low IQ scores with high licensure examination performance which indicates that IQ test result is not a good predictor of licensure examination performance. It is noted that the variables included in this study are the studentrelated factors only, not considering the multifactorial influence of one’s success or failure in the licensure examination such as the teacher factor and environmental factor. It is on these factors that the researchers attribute the other 48% which is not accounted for by the effect of students’ college GPA and pre-board performance. CONCLUSION Student’s capabilities such as IQ, aptitude towards a future task, academic performance and preboard examination performance influence the licensure examination performance of the students. Moreover, from these variables, students’ academic performance and the rigid scrutiny of their possible performance in the licensure examination through the preboard examination are the best predictors of their success. 140 Predictors of Nurses’ Licensure Examination Performance of Graduates in Cebu Normal University, Philippines Ong, Palompon Banico RECOMMENDATIONS It is therefore recommended that nursing colleges should strengthen their admission and retention policies, curricular offering and delivery to maximize the students’ learning during their college training years. Moreover, administeringpreboard examinations should be practiced by colleges as this has shown an important contribution in predicting students’ success in the licensure examination. LITERATURE CITED Besinque, K. ; W. Wong,W. Louie, and J. Rho 2000 Predictors of success rate in the California State Board of Pharmacy Licensure Examination. American Journal of Pharmaceutical Education. Vol. 64, Spring 2000 Hilario, I. 2000 Factors influencing the licensure examination performance of teacher education institutions in the Cordillera Administrative Region. Unpublished Dissertation. St. Louise University, Baguio City.

Advertising and Integrated Marketing Communication

Question: Discuss about the Advertising and Integrated Marketing Communication. Answer: Introduction: The background of Samsung Gear VR is based on some features. Samsung Gear VR headset is an advanced head gear engineered delicately to meet the demands of modern generations. It has been made securely to make it comfortable for use. It is designed to watch epic movies with maximum precision and diligence. It also provides an excellent amount of services. Literature review: Concept of IMC: Integrated marketing communication plan has emerged since the year 1990s and it was coined by institute namely American Association of Advertising Agencies. Integrated marketing plan consists of two plans; above and below-line strategies; conventional and non-conventional media based strategies (Barger Labrecque, 2013). Marketing depends on the relationship between resources and competencies developed to create and sustain customer value while executing and carrying out market strategies based on. Importance of IMC in present day business marketing operations: IMC is important in marketing integration analysis done in terms of a chosen target market. The importance can be analyzed in terms of additional opportunities to increase their campaigns and upstart their business along with reducing marketing costs. The tools of business analysis are advertising strategies, media, mail and telemarketing and sales promotion and provisions for clarity, competence, consistency and communications according to American Association of Advertising Agencies (Chitty et al. 2015). Components of IMC: IMC is an advanced and modern version of traditionally defined marketing strategy and it is mainly comprised of communication based plans for carrying out the products information to the stakeholders or persons related with the firm. IMC comprised several parts such as that of geographical distances and complexities of operations which enable the firms to compete effectively in world market (Batra Keller, 2016). Process of IMC: The process of IMC is executed with the help of following steps: knowledge of target audience, development of situation-based analysis, determination of market communication related strategies, determination of amount of the budget related with each strategy, proper implementation of strategies and tactics, proper measure of evaluation and measurement procedures in context of the educational tourism industry. Figure 1: Process of IMC (Source: Kim, Kim, Marshall, 2016) Description Wise analysis of market segments The Samsung Gear market is based on investment decisions related to market segmentation strategies. Markets are segmented on the basis of geography, socio-culture and demography. In each of these cases, the segments should be targeted in accordance with the service pattern of educational tourism industry sector. In terms of geographical market segmentation process, segmentation is done as per the location parameter in terms of market of Samsung Gear VR market.(Reinold Tropp, 2012). The socio-cultural segmentation process proceeds with the process of segmentation of Samsung Gear VR product in terms of socio-cultural tastes and pattern of the customer community. The target customers for IMC are mainly the students of various educational institutions in the principal cities of Australia namely, Sydney, Melbourne and Adelaide. Apart from the students, the IMC plan will also cater to the dynamic tourist market segments in the above geographic locations (Kotler et al. 2015). The next method of segmentation of Samsung Gear VR is done in terms of demographical pattern or population based pattern of global customers (Mihart, 2012). Hence demography plays a wide role in determination of demand and utility pattern of the Samsung Gear VR product. The market segments as classified as per the product based need of Samsung Gear VR. Segmentation of market is an important procedure cum exercise of the Samsung Gear VR. It should be noted that segmentation is done as per the requirements of three groups or communities of customers namely students of educational department of tourism (Blakeman, 2014). Details about marketing communication objectives: The three basic objectives are as follows: To promote brand awareness strategy and product knowledge based strategy through the media like videos broadcasted online through social platforms and internet To influence customer attitudes towards the use of Samsung Gear VR fulfilled through the use of appropriate media vehicle justifying the use of the product To influence the purchasing intention of consumers which can be done or achieved by bringing together the strategies cum objectives of brand promotion and influencing of customer attitudes in a systematic manner. IMC tools to be used: The IMC tools based on marketing is based on the mobile company of SAMSUNG selling exclusive mobile accessories of Samsung Gear mainly Samsung Gear VR is a specifically designed market-based tools being made for Samsung Gear VR products (Gear VR | SAMSUNG Australia, 2016). The IMC tools to be used for marketing of Samsung Gear VR market is dependent on two varieties of target customers namely the tourists and students as mentioned above. The tools can be analyzed on the basis of processes of Sales promotion and advertising (Richards, 2011). The IMC tools for tourists are proper funding being allocated to produce Samsung gear VR based on the needs and necessities of tour and travelling and expeditions which require camera and video uploading devices of maximum range and capacity and it is provided by Samsung gear VR (Porcu, del Barrio-Garca, Kitchen, 2012).The IMC tools for students include the short range camera and video devices to be used for academic purposes and to be used pract ically based on the same criteria of students project based exertions for research and doing project works and all. The sales are promoted with the help of the general marketing tools of mobile company SAMSUNG in relationship with other mobile markets for increasing the spirit of marketing with the a id of competitive advantage principle. The advertising tools of marketing strategy based analysis are also dependent on the popularity of Samsung tools in the hearts of all the game-loving people dwelling in and around the business world. (Mihart, 2012). Types of creative advertising strategies The creative marketing strategies in context with the IMC for Samsung Gear will be based on the three different styles of creative advertising strategies. Unique selling proposition (USP) strategy: is one the primary strategy that will play a vital role in the overall plan. Creative advertising strategies are of various kinds (Schlinke, Crain, 2013). The USP strategy of Samsung is unique in nature especially its feature of providing the experience of virtual reality. The advertising process of USP strategy of Samsung Gear market is based on campaigning for student based Samsung Gear Products and tourist -based Samsung Gear products each done differently as per the needs and necessities of both group of customers (Blakeman, 2014). Brand image strategy: It is the second best possible strategy being exclusively designed for Samsung market. Brand image strategy is strictly based on customer experiences and proper brand promotion and in market it is being organized thoroughly and also being followed in a sound manner for the proper promotion of products of Samsung Gear market products among the customers and it has achieved much popularity in the same. Branding unique pair of Samsung Gear VR products for students needing the product for academic purposes and branding of Samsung Gear VRproducts for tourists requiring the same for long distance travel and expedition based needs are done in an efficient manner with punctuality and accuracy. Generic strategy: It is the strategic planning by any firm to improve and develop its competitive advantage and in terms of Samsung Gear VR market it is used as an excellent purpose based strategy for marketing the product among students and tourists based on three processes of focusing the nature of demand pattern of the market, differentiating among the different preference pattern of the customers and keeping an eye on achieving low cost production techniques of Samsung Gear VR product (Rosi Jure, 2016). Development of Media Plan: The media plan of Samsung gear market starts with communication based initiatives starting from cellular communication and ending with vehicular based strategy in accordance with the plan to reach the target audience demanding the particular product as fast as possible or as soon as possible. It is related with the execution period of the plan starting from its promotion that how soon the product will reach the specified target audience through their mode of IMC. The duration is generally a period of consecutive months as considered and fixed by the IMC mode of business. Samsung gear market is especially being designed for the conduction of the plan and the promotion of the media plan is strictly in accordance with the modus operandi of the company (Gear VR | SAMSUNG Australia, 2016). This media plan will use social media platforms like Instagram and Twitter along with promotion through gazette magazines to promote efficient measures of media planning within a stipulated monthly period. As many as 30 million target audiences or 30 million mobile units are being sold within a stipulated years monthly time period which starts from the very month of first April and ends in December at its very end and each year reaching a sure amount of 80% targeted business people in Australia especially consisting of young generation with a targeted budget amount of AUD 80,000. The media plan starts with customer engagement at the beginning of the monthly period, then in the middle it is busy with the proper vehicle being required for promotion of media plan and then the last period of the plan is for sales execution (Kim, Kim Marshall, 2016). The media vehicle being widely used for execution of the media-based planning of Samsung gear VR is journals, newspapers, online media and offline business advertisements of Oculus origin and Facebook messenger. Not only this it gives effort to maximization of chances to boost up its production so as to produce more than the specified amount as promised and even strive to produce more than the maximum number of units for target audiences in time (Batra Keller, 2016). Media Vehicles Amount (In AUD) Duration Start Date End Date Advertising (through PPC, SEM online magazines etc.) 28,000 120 days 1.10.2016 31.1.2017 Online marketing (through social media platforms) 32,000 120 days 1.10.2016 31.1.2017 Sales promotions through educational fairs and other events 20,000 60 days 1.12.2016 31.1.2017 Total 80, 000 120 days 1.10.2016 31.2017 Table 1: Budget allocation for IMC plan (Source: Created by author) Conclusion In the concluding part of business and marketing it may be mentioned that the report of IMC (Integrated Business Based strategy) is such that it contains and comprises of essentialities of marketing strategies being strictly included in the process of market -based management process to be included properly and efficiently. References: Barger, V. A., Labrecque, L. (2013). An integrated marketing communications perspective on social media metrics. International Journal of Integrated Marketing Communications, Spring. Batra, R., Keller, K. L. (2016). Integrating Marketing Communications: New Findings, New Lessons and New Ideas. Journal of Marketing. Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to implementation. Rowman Littlefield. Chitty, W, Baker, N, Valos, M Shimp, TA (2015). Integrated marketing communications (4th Ed). South Melbourne, VIC, Cengage Learning Australia Gear VR | SAMSUNG Australia. (2016). Samsung AU. Retrieved 5 September 2016, from https://www.samsung.com/au/consumer/mobile-phone/wearables/gear/SM-R322NZWAXSA Kim, J., Kim, J. E., Marshall, R. (2016). Are two arguments always better than one? persuasion Knowledge moderating the effect of integrated marketing communications. European Journal of Marketing, 50(7/8). Kotler, P., Burton, S., Deans, K., Brown, L., Armstrong, G. (2015). Marketing. Pearson Higher Education AU. Mihart, C. (2012). Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision-making process. International Journal of Marketing Studies, 4(2), 121. Porcu, L., del Barrio-Garca, S., Kitchen, P. J. (2012). How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/ Cmo funciona la Comunicacin Integrada de Marketing (CIM)? Una revisin terica y un anlisis de sus antecedentes y efectos. Comunicacin y sociedad, 25(1), 313. Reinold, T., Tropp, J. (2012). Integrated marketing communications: How can we measure its effectiveness?. Journal of Marketing Communications, 18(2), 113-132. Richards, G. (2011). Tourism trends: tourism, culture and cultural routes. Cultural tourism trends in Europe: a context for the development of Cultural Routes. In: Khovanova-Rubicondo, K.(ed.) Impact of European Cultural Routes on SMEs innovation and competitiveness, Strasbourg: Council of Europe Publishing, 21-39. Rosi, M., Jure, M. (2016). Market orientation of business schools and development of professional competencies of students in the tourism business. TIMS. Acta, 10(1), 53-62. Schlinke, J., Crain, S. (2013). Social Media from an Integrated Marketing and Compliance Perspective. Journal of Financial Service Professionals, 67(2). Shimp, T. A., Andrews, J. C. (2012). Advertising promotion and other aspects of integrated marketing communications. Cengage Learning. Yeshin, T. (2012). Integrated marketing communications. Routledge.