Potential Impact Of Online Sales To The Company Marketing Essay

Potential Impact Of Online Sales To The Company Marketing Essay Our Company, Houston Incorporated has decided to expand into online sales. The goal is to continue to sell our products in the retail stores located throughout the United States but also establish a presence on the World Wide Web. Your company has recently decided to expand into online sales. The company wishes to continue to sell its products in the retail stores located throughout the United States opportunities available for retail sales and provide a report to your manager which includes the advantages and disadvantages if marketing online, As Marketing Manager, I was tasked to research online marketing opportunities available for retail sales. This report outlines the advantages and disadvantages of internet marketing, the potential impact of online sales to the company, and the requirements for a successful online marketing campaign. Marketing and selling goods online electronically is made possible by software programs that execute the main functions of an e-commerce application. This soft enables product display, online ordering, and online processing. Online marketing encompasses both e-business and e-commerce. E-commerce typical refers to transactions involving the exchange of money such as selling products to customers. E-business is a broader term that includes providing customers with descriptions and specifications for a given product. Online marketing offer many advantages as this report shall show. Having a presence on the World Wide Web offers the opportunity to reach customers not only on a national level but globally. Doing business 7 day a week and 24 hours a day is a reality with online marketing. The gathering and analysis of information gather via online marketing is possible. This information can be used to improve marketing strategies both online and in traditional retail segment. The advantages far outweigh the disadvantages. Increase sales, increased brand recognition coupled with the low cost of operating online leads to increase revenue. These are only a few of the overall impact of online marketing. Executing a comprehensive online marketing plan encompasses virtually the same processes and procedures as traditional marketing. It also requires the establishment of a web site for product display, online ordering, and online payment systems to process payments. The decision to expand into online sales is justified by this research. Expansion into online sales is a much more cost effective mean of growing the company. The recommended model is integration of the traditional retail segment with the new online arm. This is in opposition to establishing a purely online business. The current marketing strategies can be modified to include the online segment and used to promote the website. Introduction The internet is becoming the town square for the global village of tomorrow. That quote was attributed to Bill Gates, Cofounder of Microsoft. Tomorrow has come and according to an article on Reuters website, Online retail sales in the United States could reach $248.7 billion by 2014, growing 60 percent from 2009. As Marketing Manager, my job is to do market research and develop market strategies. This report will outline the advantages and disadvantages if marketing online, the advantages and disadvantages if marketing online, the potential impact of online sales to the company, and the requirements for a successful online marketing campaign. The goal of online marketing, similar to traditional marketing, is to communicate and provide value to the customer and manage relationships with customers that benefit the company and stakeholders. Online marketing encompasses both e-business and e-commerce. E-commerces typical refers to transactions involving the exchange of money such as selling products to customers. E-business is a broader term that includes providing customers with descriptions and specifications for a given product. Marketing and selling goods online electronically is made possible by software programs that execute the main functions of an e-commerce application. This soft enables product display, online ordering, and online payment processing. The advantages of online marketing, including the ability to reach a larger market, far outweigh the disadvantages. Online selling tends to be very competitive and may necessitate lower pricing. This is one of the few disadvantages. Establishment of a globally presence and increased sales are ways that the company can be impacted. However, having an internet presence does not guarantee success. It requires a comprehensive marketing strategy aimed at attracting new customers to our website. Online marketing has its own process and tools that contribute to the achievement of marketing goals and objectives. . Research Findings Advantages: Similar to traditional business, online marketing presents many advantages and disadvantages. However, the advantages of online marketing significantly outweigh its disadvantages. Online marketing can expand the geographic reach of the company by accessing customers in markets where the company does not have a physical presence. In the ecommerce world, doing business around the globe, 7 days a week, 24 hours a day is a reality. (Hossein Bidgoli, 2002) Online Marketing or e-commerce creates the ability to sell virtually any product that can be sold in a traditional retail environment. Nights, weekends, holidays, and time zones are no barriers to e-commerce. Online marketing can also reach customers that for various reasons can not personally visit a traditional retail store. Another advantage of e-commerce is the ability to gather additional information about the customer via tools such as cookies, email, and online surveys. This information can be used to personalize marketing effort s in a way that can lead to higher trade volumes. E-commerce also provides increased flexibility for customers. Customers can make purchases without having to leave the comfort of their homes. The customer does not have to deal with the hassle of parking or the worry of losing contact with their small children presented by traditional retail methods. Shopping tasks can be accomplished from the safety of their homes with a few clicks of a mouse. Of course, increased sales are the first thing people thing about when they consider online market. Market research shows that online sales are trending up despite the current depressed retail market. . Revenue generated by online businesses and the online part of traditional retail businesses exceed $96 billion in 2006, up from $86 billion in 2004, according to the U.S. Census Bureau. An added advantage of online marketing is decreased cost. Traditional retail businesses have overhead costs that associated with online marketing. These includ e utilities, insurance, store lease, and labor. Lower overhead cost generally result in lower overall cost and increased revenue. Therefore, online expansion will give the company a globally presence at a relative low cost. Disadvantages: Online shopping is not attractive to all consumers. They cite the loss of social contact experienced when shopping with others. While many researchers do not see any fundamental differences between the traditional and online buying behavior, it is often argued that a new step has been added to the online buying process: the step of building trust or confidence. (Constantinides, 2004) Many consumers are concerned with the privacy and security issues associated with doing business online. Almost 95% of Web users have declined to provide personal information to Web sites at one time or another when asked. (Otto Chung, 2000) Credit card fraud, unwanted solicitations, and use of their information for other than its intended purpose are a few of the reasons cited. The difficulty in attracting customers is another disadvantage to online marketing. That, coupled with increased competition due to the ease of comparative shopping greatly decreases the attractiveness of online marketing. Onlin e consumers can quickly access information from other online businesses and make better decisions. In fact, some websites are designed solely for that purpose. Therefore, online pricing is very competitive. Additionally, online marketing does not afford the consumers the luxury of examining and getting a feel for the quality and fit of merchandise sold online and generally require the seller to have liberal return and refund policies. The lack of after sales service is another concern of online shoppers. Time also is a problem with online marketing in that consumers are not able to take immediate possession of their purchases and are faced with added expense for faster delivery. Potential impact of online sales to the company: The greatest impact to the company may be the establishment of a globally presence. This means company growth at relative low cost. . Online marketing does not require the overhead cost associated with maintaining a brick and mortar store. This results in lower cost, increased efficiency and greater profit margin. Another potential impact, online sales increases in-store sales. Having an online presence leads to increased brand recognition and consequently leads to increased in-store sales. Conversely, not having an online presence means loss of potential valuable customers. Online marketing creates the opportunity to interact with customers. Exchange of information facilitates product and process improvement and can lead to greater customer satisfaction. It also allows for greater flexibility in that website information such as price, product availability, and promotion can be readily adjusted in response to market conditions. Information gathered via online sales information can be used when considering future expansion of the traditional retail operations. Requirements for a successful online marketing campaign Developing a successful online marketing campaign comprises most of the same processes and procedures used in traditional marketing. The company will need to establish goals, objectives, strategies and tactics much like traditional marketing. Likewise, market research is required. When formulating objectives, strategies, and tactics for online marketing product display it is imperative that such customers requirements as ease of use, quick access to product information, and effective distribution networks including order tracking for transparency is addressed. Understanding consumers motivations and limitations to shop online are major consideration in making adequate strategic, technological, and marketing decisions. (Monsuwe, Dellaert, De Ruyter, 2004) This is part of identifying your target audience and determining how to reach it, a very critical step. To attract customers, firms need to offer dynamic content, keep their sites fresh, and to install security devices to protect th eir customers privacy and interests. (Wei, Moreau, Jennings, 2005) Customer retention should also be included in any successful online marketing strategy. Retaining online customers depends on the overall experience when visiting a website, which includes factors such as perceived value and trust (Pitta, Franzak, Fowler, 2006; Wang Head, 2007). In addition, every online business must be able to accept online payment. Customers need a level of confidence with your website and business when making on line payment. Integration between the e-business arm and the traditional business segments helps to promote confidence. (Gay, Charlesworth, Esen, 2007) The reputation of the tradition retail environment can be extended to e-commerce. Likewise, an online presence enhanced the marketability of the traditional business. Traditional firms can adopt a range of strategies to combine offline and online market channels to derive synergies. For example Barnes and Nobles e-business model overla ps its traditional brick and mortal business model. Regardless of whether the merchandise is sold online or in a physical retail outlet, the warehousing operation is the same. (Rich, 2008) Retail companies should also integrate offline and online operations such as allowing customers to order online for pickup at stores. (Steinfield, Adelaar, Liu, 2005) Lastly, print and word of mouth advertisement will be needed to attract customers to the web site. Recommendations Based on research data, the company should expand into the online sales arena by creating an ecommerce arm of our traditional retail operation. Expansion into online sales is a much more cost effective mean of growing the company. The recommended model is integration of the traditional retail segment with the new online arm. This is in opposition to establishing a purely online business. Analysis suggests that firms should tailor their e-commerce approaches to improve service to existing customers in addition to pursuing new customers and markets. (Adelaar, Bouwman, Steinfield, 2004) Integration is advantageous in that perceived shopping risks are lower when a company also provides a physical location. Integrating online and offline operations adds additional cost saving measures such as such as ordering online for pick-up at physical location. . The current marketing strategies should be modified to include the online segment and used to promote the website Conclusion There are advantages and disadvantages to online marketing. While online marketing presents an opportunity for the company to expand its market nationally, even globally, online shopping is very competitive, as consumers have access to comparison shopping. In addition to reaching new markets, online marketing can also improve relationships with existing customers. To be successful, ecommerce websites must be properly designed so that it is easy to use, engages the customer, and provides a pleasant and trusting shopping experience. It must negate all perceived shopping risks such as concerns about giving financial or personal information, and after sale concerns such as refunds and after-sale service. Marketing strategy formulation for ecommerce businesses are very much like traditional marketing. Market research, goals, objectives, strategies and tactics are the making of a successful online marketing campaign. Analysis of the research data indicates that integration of the tradition al brick and mortar operation with an ecommerce business segment is the best method of creating an online presence. Annotated Bibliography Adelaar, T., Bouwman, H., Steinfield, C. (2004). Enhancing customer value through click-and-mortar customer experience. Telematics and Informatics, 21, 167-182. This article explains how traditional retail stores can combine online marketing to increase geographic reach and to improve relationships with existing customers of physical stores. Dr. Thomas Adelaar, Assistant Professor, University of Amsterdam Business School. Ph.D. in Media and Information Studies, Michigan State University. Awards and Honors include; Winner of the Graduate Office Scholarship Best Ph.D. Research Paper in the Dept. of Telecommunications, Information Studies, and Media, MSU (2004). Dr. Adelaar currently has 7 publications in Academic Journals. Charles Steinfield is a professor and chair in the Department of Telecommunication, Information Studies, and Media at Michigan State University. In addition to his faculty position, Steinfield participates with the MSU Eli Broad College of Business Information Tech. Management Program. His research focuses on the organizational and social impacts of new communication technologies. Constantinides, E. (2004). Influencing online consumers behavior: The web experience. Internet Research, 14(2), 111-126. Dr. E. Constantinides conducted research showing that online marketing can increase business for companies at their physical retail locations. Dr. E. Constantinides is and Assistant Professor of Marketing, Netherlands. His research activities focus on strategic and commercial aspects of Ecommerce and E-media, and he is a member of the Scientific Committee of the Social Media Research Center. Gay, R., Charlesworth, A., Esen, R. (2007). Online marketing. New York: Oxford University Press. This book provides an overview of the advantages and disadvantages of online marketing as well as the techniques that can maximize revenues. Richard Gay is a professor at the Newcastle Business School, North Umbria University. Alan Charlesworth is a Senior Lecturer in marketing and emarketing at the University of Sunderland. Rita Esen is a Law Consultant and Visiting Lecturer at Durham University. Hossein, B. (2002). Electronic commerce: principles and practice. Amsterdam, The Netherlands: Academic Press. This book is a four-part overview of electronic commerce. The book provides a balance of theories, applications, and hands-on material. Dr Hossein Bidgoli is a Professor of Management Information Systems. School of Business and Public Administration                California State University, Bakersfield, California Monsuwe (2004). , P., Dellaert, B., De Ruyter, K. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management. Using the technology acceptance model framework, the authors conducted a review of literature and identified website characteristics such as ease of use and usefulness as well as personal consumer traits as critical factors for online shopping. P. Monsuwe is a professor at Maastricht University, The Netherlands. His research focuses on the effects of media on strategy and decision-making processes, such as corporate environmental management. Otto, J., Chung, Q. (2000). A framework for cyber-enhanced retailing. Electronic Markets, 10(3), 185-191. This article describes the advantages and disadvantages of online retailing for companies with existing brick and mortar retail locations, and provides a framework for analyzing whether the company should engage in online retailing. Q.B. Chung is an Associate Professor at Villanova University. He earned a PhD in Management from Rensselaer Polytechnic Institute, as well as an M.B.A. in Management Information Systems. He has over twenty two published journal articles, numerous published books and is a seminar speaker. J. Otto is an Assistant Professor with many publications involving Management Information Systems and Operations Research and Management Science. Pitta, E., Franzak, F., Fowler, D. (2006). A strategic approach to building online customer loyalty. Journal of Consumer Marketing, 23(7), 421-429. The article integrates previous research to draw the conclusion that customer loyalty to online websites depends on the perception of value as well as emotional factors such as trust. Danielle Fowler, Ph.D. is an Assistant Professor at the University of Baltimore. She has many awards and grants including The John and Margaret Thompson Professorship in Management Information Systems, and the Presidents Teaching and Learning Initiative Competition. Frank Franzak is a professor with Monash University and Director of Information Systems Honors Program. Steinfield, C., Adelaar, T., Liu, F. (2005). Click and mortar strategies viewed from the web. Electronic Markets, 15(3), 199-212. The authors analyzed retail store websites and found that few engaged in online and offline integration such as allowing customers to order products online for pickup at physical store locations. Dr. Adelaar currently has 7 publications in Academic Journals. Charles Steinfield is a professor and chair in the Department of Telecommunication, Information Studies and Media at Michigan State University. In addition to his faculty position, Steinfield participates with the MSU Eli Broad College of Business Information Tech. Management Program. His research focuses on the organizational and social impacts of new communication technologies. Wang, F., Head, M. (2007). How can the web help build customer relationships? Information Management, 44(2), 115-129. The authors conducted empirical research to identify the factors critical for building customer relationships online and found that satisfaction, trust, and switching costs determined whether a customer would continue using a website. Dr. Milena Head is an Associate Professor of Information Systems and the Associate Dean at the DeGroote School of Business, McMaster University, Canada. Specializing in eBusiness and Human Computer Interaction, she has published over 50 papers in academic journals, books and conferences. Her research interests include trust and adoption in electronic commerce, interface design, mobile commerce, identity theft, cross-cultural issues in electronic commerce and human computer interaction, e-retailing, and web navigation. Dr. Fang Wang is an Assistant Professor of Marketing at the School of Business Economics, Wilfrid Laurier University, Canada. Her research interests include e-commerce, e-marketing and marketing strategy. She has published in journals such as Journal of Consumer Marketing, Journal of Comparative International Management, Internet Research, and Journal of Business Strategies. Wei, Y., Moreau, L., Jennings N. (2005). A market-based approach to recommender systems. ACM Transactions on Information Systems, 25(3), 227-266. The research described in the article uses simulations to demonstrate the effectiveness of recommender systems for personalizing customer experiences and customer retention. Yan Zheng Wei is Director of The Department of Broadband Wireless Management, Shenzhen, China. Dr. Nicholas Jennings is an Assistant Professor at The School of Electronics and Computer Science, University of Southampton, UK.

Virginia Henderson’s Need Based Theory and Implications

Virginia Henderson’s Need Based Theory and Implications Virginia Henderson’s Need Based Theory and  Practice Implications Katherine Rose Virginia Henderson’s Theory of Principles and Practice of Basic Nursing Care According to Nicely and DeLario (2010) Virginia Henderson’s theory, Need Based, which is derived from the Principles and Practice of Nursing is a grand theory that focuses on nursing care and activities of daily living. This theory is appropriate to my future practice setting as a Family Nurse Practitioner within the Emergency Department or Fast Track/Urgent Care setting. This theory is applicable within this setting since â€Å"meeting patient needs in the areas of respiration, nutrition, elimination, body mechanics, rest and sleep, keeping clean and well groomed, controlling the environment, communication, human relations, work, play, and worship (Masters, 2015, p. 384), as these will be advanced nursing care areas that I will need to promote for my patients basic needs. Henderson’s Background and Theory Development Virginia Henderson, born in 1897, was a world renowned Nurse educator, researcher and author of many nursing textbooks whose career spanned 60 years; considered by many as the modern day Florence Nightingale (Masters, 2015). A profound change occurred in her life which was around the time of WW one, during this time her nursing experience evolved while in school which resulted in obtaining a bachelors and a masters in nurse education (Masters, 2015). This experience was able to help her see a vision for basic nursing care with patient focus on patient independence with activities of daily living (ADLs), being the basis of her framework and practice. Henderson became a professor at Yale University where she wrote many nursing textbooks that emphasized nursing care, studies, principles and practice (Masters, 2015). She was able to define her personal nursing theory and create the theory that focused on basic nursing care and patients ADL’s. Encouraged by her nursing research she was able to speak around the world and focused on an international approach for better patient care (Masters, 2015). According to Masters (2015) Virginia Henderson received several honorary degrees during her respectable nursing career which included the Christiane Reimann Prize from the International Council of Nursing. Possible Reference for Theory Due to Virginia Henderson being an author she received a position collecting, reviewing and chronicling every nursing research that has been published allowing her to write volumes on nursing research and studies (Vera, 2014a). This may have allowed her to come up with analytical applications on what nursing was and could have drawn her strengths and assumptions from her review of researched material. Some may say that Maslow’s Hierarchy of Needs was the reference to her theory as the needs are somewhat similar of what actions or roles one may be or need assistance with in order for independence and wellbeing. Phenomenon of Nursing and Common Problems The common problems of Virginia Henderson’s need based theory, this theory outlines the 14 components of fundamental nursing care and interventions that patients have or use as part of their independence and ADLs (Masters, 2015). As a future APRN the common problems that are resolved are 14 components that maintain the patient’s physical functions, safety and maintaining a sense of wellbeing and finding oneself in relation to where they see themselves in life (Masters, 2015). Deductive Reasoning for Theory Virginia Henderson utilized scientific method which is considered deductive reasoning to come up with the needs based theory. Deductive reasoning allows for an inquiry decision to arrive at a solution to an issue, an action – reaction system where there is a cause to a component there will be an effect on the component, with independence on its own essence with or without external circumstances (Masters, 2015). According to Masters (2015), Virginia Henderson’s utilized the physical, emotional and mental (psychological components) to deductively arrive to this theory even though she did not intend to imply a new nursing theory; the theory is in relation to Maslow’s theory though Henderson was not aware but the 14 sub-concepts relate and coincide with Maslow’s. Explanation, Definition and Interpretation of Concepts and the Four Metaparadigms Henderson made an assumption of her work that it was not a nursing theory so she did not fully identify her concepts but researchers were able to come up with concepts from her work that actually follow the common metaparadigm’s of nursing which she included within her definition of nursing. According to Masters (2015), Virginia â€Å"did not intend to develop a theory of nursing, she did not develop the interrelated theoretical statements or operational definitions necessary to provide theory testability (p. 390)†. Concepts include person, environment, health and nursing. Person is defined â€Å"as the patient who is composed of biological, psychological, sociological, and spiritual components (Masters, 2015, p. 387)†. These compositional segments are not separate entities but help to assist the nurses towards interventions for the 14 components of care, the person and family are not separate either but are considered a whole item (Masters, 2015). Virginia Hende rson was able to keep all concepts of theory and definition consistent throughout since they overlapped and interrelated with each other to include a whole person aspect. Environment is important to a person’s perception of health and wellbeing but can also affect a person’s physical as well as mental wellbeing. Henderson identified a person’s environment as external elements that help to mold and shape an organisms life and physical change; three areas of environment that are important are biological, physical and behavioral (Masters, 2015). Biological includes anything that is living and breathing organism, such as flora and vertebrate, physical components like basic elements for life such as the sun, elemental chemicals and compounds. Both physical and biological elements work harmoniously together in symbiosis, when something changes it affects the whole ecological system and puts a strain on the symbiotic relationship of the physical and biological environment (Masters, 2015). Behavioral health influences the person and is the last component of environment; influencers include socioeconomic elements, political, cultural, and spiritual aspects. Health was not a component of Henderson concept that was clearly defined but Henderson did imply that health was in relation to one’s independence (Masters, 2015). Basically, the 14 components of basic needs relate to the persons health as health relates to independence with activities of daily living. Nursing is very clearly defined by Virginia Henderson and she has one of the best known definitions of nursing. According to Virginia Burggraf (2012) Virginia Henderson defined nursing as: the unique function of the nurse is to assist the individual, sick or well, in the performance of those activities contributing to health or its recovery (or peaceful death) that he would perform unaided if he had the necessary strength, will or knowledge. And to do this in such a way as to help him gain independence as rapidly as possible. As for advanced practice nursing fields Virginia Henderson was a proponent for nurses to be independent practitioners she may have not wanted full practice independence as she was not for nurses taking on what she perceived as physician duties such as diagnosis, treatment, and making judgment calls (Masters, 2015). Proposition of Concepts Masters (2015) suggest that nurses are viewed as a helper, assistant and companion to a patient’s health role and wellbeing. The relationship aspect is that when a patient is sick the nurse helps the patient to get better and recover, while the patient is in rehabilitation role the nurse assists the patients in achieving independence. Lastly the nurse is a companion during planning of care, goal setting, and preventive maintenance initiatives. Assumptions of Needs Theory According to Masters (2015) there are seventeen assumptions of the Needs theory that were implicated from Henderson’s theory they include: Nurses must assist people with illnesses; nurses must collaborate within an interdisciplinary team and become independent professionally from the physician; 14 concepts of nursing describe patient needs and complete nursing functions; goals are achieved with a symbiotic relationship between patient and nurse with health promotion as the nurses main goal; patient and family are one with mind and body being one within the person; assist patient with independence while the patient controls their physiological and psychological harmony; people function in health at all times and must maintain independence and relationships; people maintain health status with knowledge and awareness; illness effects environment conditions and nurses should maintain a safe environment; nurses must be culturally competent and must maintain best practice methods wh ile relying on evidence-based research methods. As explained above the four major concepts were defined by Virginia Henderson that also describes the four metaparadigm’s as Henderson theory is the foundation of nursing practice. Henderson theory does include sub-concepts which will be explained. These 14 sub-concepts are: normal respiration, proper nutrition and hydration, waste elimination and management, mobility for posture maintenance, sleep and relaxation, proper appearance and grooming, thermoregulation through external factors, safe environment and preventive injury, communicate emotional concerns and distress, spiritual worship, career leading to achievement, recreational activities, and utilization of health resources and using healthcare facilities (Vera, 2014b). These are all relevant elements to an APRN as these can be used within assessment towards finding the patient’s independence level and to assess patient’s assistance in obtaining or maintaining activities of daily living for basic needs (Mas ters, 2015). Theoretical Clarity and Applicability Virginia Henderson theory is very easily understandable and covers a broad range of nursing especially the APRN as independence was a goal for Henderson’s nursing goal besides patient’s health promotion. The definition of nursing is clear and very lucid and applicable to her assumptions and components of theory. Since it was not her motive to come up with a nursing theory consistency within the theory is adequate though death is not clarified as she maintains that nurses should be there for patient death and comfort but no suggestion as what one must do or grief assistance with the family and patient. Theory Sub-concepts in Practice and Guidance of Nursing Actions Utilizing Virginia Henderson’s basic needs theory and its 14 concepts will be beneficial in my practice as a new Family Nurse Practitioner. As I would like to work within the emergency department, putting into action clinical provider interventions would lead to examples such as: concept of breathing normally would lead me to administer my patient oxygen with an Albuterol treatment and treat with intravenous Solu-Medrol. Eating and drinking appropriately, proper nutrition is vital for diabetes management, weight management, heart health, wound healing, autoimmune disease, and patients overall health. Body waste removal, imbalanced removal of body waste can indicate if there is an organism illness such as C. difficile, being aware of normal elimination methods and treating with antifungals and antibiotics with probiotic treatment for maintenance for good gut health. Movement and mobility, it is important to maintain my patients independence so splinting fractures from sports injuries, or advising low impact exercise and flexibility exercises to arthritic and osteoporosis patients are crucial to my practice development. Sleep and relaxation is important sub-concept of Henderson theory, maintaining my patients sleep rhythm and patterns by decreasing external stimuli while my patient is in the ED at night, and providing privacy and comfort during the day and more importantly at night will allow a calmer and more enhanced patient experience. Dressing appropriately is important to the patient’s perception of physical self and wellbeing. Being able to dress independently is an important ADL, within the ER this can be seen when patient is able to wear a gown and apply it on themselves without assistance, providing them time to dress themselves without being an inconvenience to acuity. Body temperature regulation is important to the patient’s physical health, if a patient can not regulate their temperature heat blankets or mechanical regulated blankets like a Bair hugger can be applied to maintain proper thermoregulation. Clean body and protection of the skin, importance of promoting proper body hygiene and infection prevention practices and isolation procedures for my fellow employees and nurses and educate them to teach patients as well as family upon entering the ED and seeing the patient. Avoiding a dangerous environment, it is important to teach staff to transport patients within the ED and to other areas of the hospital is important for their physical health. Properly utilizing body mechanics, identifying fall risk patients intervening by locking bed and wheelchair wheels when necessary and maintaining a clean uncluttered patient room and hallway environment for patient safety. Communication with others about feelings, it is important to use interpersonal and therapeutic communication and as a future APRN it is vital for me to actively listen to my patients and fellow team. Being able to empathize with a patient can open up to psychiatric, emotional and social traumas one may have occurred during an assessment history intake and being able to empathetically listen while making a proper medical judgement call is important for patients wellbeing. Spiritual worship is important to the person’s mental and emotional wellbeing. As an APRN allowing others cultural and spiritual options influence their medical decision needs to be respected and nurtured as vital for the patients and families. Assimilation into the healthcare system that may or may not nurture their spiritual/cultural decision. This will increase my spiritual/cultural competence. Work that increases oneself worth, important for patients mental health, leads to feelings of independence. Allowing one to continue their work and hobby benefits them to feel independent and able to fulfill their ADL’s. So maintaining ones finger after a work related accident by suturing and referral or assistance with a plastic surgeon is important knowledge to maintain in allowing ones independence. Recreation activities benefits the patients physical health, some patients come to the ED after a sports injury so maintaining a sprain ankle by wrapping it and teaching the patient to utilize crutches and slowly introduce low impact, low weight bearing exercise while teaching proper NSAID administration is important in preserving my patients future recreational activities. Normal health development and its resources, when I become a new APRN learning the different patients and diagnosis I see and utilizing a cohesive interdisciplinary team who is more knowledgeable as a resource is important for best practices towards the patient for their optimum health. Conclusion Virginia Henderson’s needs theory is applicable to many disciplines of nursing with various practice scopes. Utilizing this theory and putting it into action within practice is very adaptable and allows one to reflect on their nursing competency when it involves maintaining a person’s health promotion and independence level. As stated by Masters (2015) with Henderson’s philosophy of applying best practice methods which involve evidence-based research, advanced practice application of theory can be a foundation for their nursing process. References Burggraf, V. (2012). Overview and summary: The new millennium: Evolving and emerging nursing roles. OJIN: The Online Journal of Issues in Nursing, 17(2). doi:10.3912/OJIN.Vol17No02ManOS Masters, K. (2015). Models and theories focused on nursing goals and functions. In J. B. Butts, K. L. Rich (Eds.), Philosophies and theories for advanced nursing practice (2nd ed., pp. 377-407). Burlington, MA: Jones Bartlett Learning. Nicely, B., DeLario, G. T. (2011). Virginia hendersons principles and practice of nursing applied to organ donation after brain death. Progress in transplantation, 21(1), 72-77. Vera, M. (2014). Virginia henderson The first lady of nursing. Retrieved from http://nurseslabs.com/virginia-henderson/ Vera, M. (2014). Virginia henderson’s nursing need theory. Retrieved from http://nurseslabs.com/virginia-hendersons-need-theory/

Communication Patterns of Men and Women :: essays research papers fc

â€Å"The whole goddamn business of what you’re calling intimacy bugs the hell out of me. I never know what you women mean when you talk about it. Karen complains that I don’t talk to her, but it’s not talk she wants, it’s some other damn thing, only I don’t know what the hell it is!† This quote from a man interviewed by Lillian Rubin is the perfect example of the differences in communication between men and women. These differences in communication methods of women and men are born of a complex interaction between society and the individual. Men seem to struggle with intimacy and emotional expression, while women rely on this type of communication causing much struggle between the sexes. Lillian Rubin suggests that intimacy, a form of communication between men and women, itself is an ambiguous or difficult term to define, but asserts that it does embody the idea of the ability to put away a public persona and be cared about or care for the â€Å"real person†. This alludes to a struggle between the human need for intimacy and that for independence suggested by other sociologists. In addition to this idea of intimacy, Rubin looks deeper into the human psyche and analyzes the different ways in which men and women communicate their emotions. Rubin explains that while women can easily explain what emotions they are feeling and what has caused these, men struggle to verbalize their feelings and this causes animosities between men and women. Women want men to communicate their emotions while men don’t understand why they should or how to go about doing this (Rubin, p. 384-386). Rubin’s explanation for the differences in communication is that it stems from societal pressures that encourage men to suppress their emotions, and act â€Å"rationally†. Men are socialized to believe that acting emotionally like women is not normal. She states that â€Å"this is the single most dispiriting dilemma between women and men.† Finally Rubin goes on to suggest that while men can act out anger and frustration inside the family, the expression of fear, dependency, or sadness would expose vulnerability, and is difficult for men to do (Rubin p. 383-388). Another Sociologist, Deborah Tannon, has done research in the differences between communication methods of women and men. She also suggests that conflicting ideas of intimacy and independence plays a critical role in the differing views of communication.

Creon - The Tragic Hero in Sophocles Antigone :: Antigone essays

Creon -  The Tragic Hero in Antigone There is still a great debate on who is, in fact, the tragic hero in Sophocles’ Antigone. Many hold that it must be Antigone, herself; after all, the play does bear her name. But in actuality, Creon, not Antigone, is the tragic hero. In order to determine whether or not Creon is the tragic hero, one will first have to answer the question, â€Å"What is a tragic hero?† Aristotle, when discussing the nature of such a hero in his theory of drama, states that such a hero is neither purely innocent nor purely evil. This person is usually born high in the ranks of society and must also possess a tragic flaw, which originates from within and usually manifests itself through poor judgment and/or extreme arrogance. The tragic flaw also dooms the character to a ruinous end. Creon, as king of Thebes, is at the top of the social ladder. He thus already meets one of Aristotle’s chief criteria. Yet, not only is he king, he is also human and possesses frailties which qualify him to make serious mistakes and he possesses talents which allow him also to excel. Hence, Creon is neither overly good nor bad. It is also written that the tragic hero’s actions may determine the fates of one or more characters within the tragedy. Appropriately, Creon’s station as king place shim in a position of great power, influence and responsibility. The extent of this power was quite evident when he sentenced Antigone to death for disobeying his proclamation. Now we come to what, if anything, is the single most important component of being a tragic hero. Here we have the tragic flaw. Creon’s tragic flaw was his hubris or his pride and arrogance in the face of divine powers. His downfall began when he denied the basic divine right of burial to Polyneices and was cemented when he condemned Antigone for her opposition to his law. When one closely examines Antigone’s reasons for burying her brother, it becomes clear that she was simply demonstrating her love, honor, and loyalty to her family. Creon - The Tragic Hero in Sophocles' Antigone :: Antigone essays Creon -  The Tragic Hero in Antigone There is still a great debate on who is, in fact, the tragic hero in Sophocles’ Antigone. Many hold that it must be Antigone, herself; after all, the play does bear her name. But in actuality, Creon, not Antigone, is the tragic hero. In order to determine whether or not Creon is the tragic hero, one will first have to answer the question, â€Å"What is a tragic hero?† Aristotle, when discussing the nature of such a hero in his theory of drama, states that such a hero is neither purely innocent nor purely evil. This person is usually born high in the ranks of society and must also possess a tragic flaw, which originates from within and usually manifests itself through poor judgment and/or extreme arrogance. The tragic flaw also dooms the character to a ruinous end. Creon, as king of Thebes, is at the top of the social ladder. He thus already meets one of Aristotle’s chief criteria. Yet, not only is he king, he is also human and possesses frailties which qualify him to make serious mistakes and he possesses talents which allow him also to excel. Hence, Creon is neither overly good nor bad. It is also written that the tragic hero’s actions may determine the fates of one or more characters within the tragedy. Appropriately, Creon’s station as king place shim in a position of great power, influence and responsibility. The extent of this power was quite evident when he sentenced Antigone to death for disobeying his proclamation. Now we come to what, if anything, is the single most important component of being a tragic hero. Here we have the tragic flaw. Creon’s tragic flaw was his hubris or his pride and arrogance in the face of divine powers. His downfall began when he denied the basic divine right of burial to Polyneices and was cemented when he condemned Antigone for her opposition to his law. When one closely examines Antigone’s reasons for burying her brother, it becomes clear that she was simply demonstrating her love, honor, and loyalty to her family.

Illegal Use of Performance Enhancing Drugs in the Olympics Essay

Illegal Use of Performance Enhancing Drugs in the Olympics Since the original Olympic Games in ancient Greece, athletes have struggled to find a way to gain the competitive edge. Early rituals included consuming wine and brandy before an event, eating potent mushrooms, and even concocting magic potions thought to give the athlete improved performance ability (Phillips, 2000, p.53). A constant battle has been fought as the International Olympic Committee struggles to keep drug testing up-to-date and effective. We have come to associate drug use with a few famous names of fallen heroes, such as Ben Johnson and the most recent, C.J. Hunter, but few people realize just how widespread drug use is in Olympic sports and how small a percentage of offenders ever get caught. This presents the International Olympic Committee with one of its greatest challenges: trying to keep its drug testing procedures at a par with the technology of today’s pharmacists. Should the International Olympic Committee just face the facts and realize that athletes wi ll continue to try and use performance-enhancing drugs, and hence turn their backs and act as though nothing is happening? I feel as though they should become more stern toward athletes that are caught, and let the world know that they are going to do whatever they can to catch those who use these drugs. Certain sports quickly come to mind when we think of performance-enhancing drug use. We think of bodybuilders and weightlifters when drug use is mentioned. But not many would list track and field as a sport in which performance enhancing drug use is prominent. "What seems clear, however, is that the use of performance enhancing drugs is a problem mainly for the athletes of track, field and swi... ...ive. Sources Alesia, M. (2000). Performance enhancing? In some events, even drugs can’t trump skill. CBS Sportsline. Retrieved March 15, 2001 http://www.sportsline.com/u/ce/multi/0,1329,2773853_15,00.html Begley, S., & Gordon, D. (2000). Under the shadow of drugs.Newsweek, 136(15), 56. Kowalski, K.M. (1999). Steer clear of steroid abuse. Current Health 2, 25(7), 13-16. Looney, D.S. (2000). No easy answers ahead on Olympics doping. Christian Science Monitor, 92(221), 12. Mishra, R. (1995). Steroids and sports are a losing combination. US Food and Drug Administration. Retrieved March 14, 2001 http://www.fda.gov/bbs/topics/CONSUMER/CON00107.html Phillips, A. (2000). The Olympic drug cloud. Maclean’s, 113(41), 52-54. Superhuman heroes. (1998). Economist, 347(8071), 10-13. Toward dope-free games. (2000). Christian Science Monitor, 92(202), 8. Â   Â  

Red Bull’s current marketing strategies Essay

How should Red Bull market its brand in the future? I think, although Red Bull has been extremely successful in the past, times have changed and the company and products should change with it, otherwise we probably lose market share to the tremendous increased number of competitors in no time.At the height of early mornings and late nights, Red Bull energy drink became the fuel of choice for people from all walks of life. So how is Red Bull marketing its brand to meet the changing needs and budgets of its customers? How will the privately owned Austrian company expand its product line beyond the silver-bullet beverage that â€Å"gives you wings†? My conclusion is that we should focus on what the consumers want, need, and can afford and different marketing techniques. Red Bull founder, Dietrich Mateschitz, introduced his â€Å"tonic drinks† to the Austrian market in 1987. â€Å"Red Bull got off the ground in no time flat, giving people wings right from the start.† It wasn’t until ten years later, Red Bull charged into the United States, launching a new category of non-soda energy drinks aimed at burned out high school kids, college students, and overworked individuals. In my opinion Red Bull should focus not only on low cost marketing, but also areas of mass marketing. Red Bull is an energy drink with an amazingly clever marketing strategy, but could use an extra shove in areas. Since its inception, Red Bull has shunned print advertising in its marketing strategy. Red Bull has also chosen to eliminate billboards, banner ads, taxicab holograms, blimps, and Super Bowl spots as a form of advertising. It has not created one web-marketing campaign, and it hasn’t nipped or expanded its product line. This could be a good area to begin. Promoting the drink with prints or web-marketing campaigns could add to the many satisfied consumers. Red Bull’s website could also use renovations. The website, http://www.redbullusa.com/start.html, does not include an in-depth analysis on ingredients contained in the drink, whereas Dark Dog and Red Devil do. If consumers wanted to learn what was contained in the drink and how they benefit from the product, the information should not only be available, but in abundance. Also, Super Bowl advertising has proved to be very beneficial,  with more viewers than any TV program. Advanced communications technology is creating a generation where many individual can be touched by one visual. However, Red Bull chooses to use advertising that cost little or nothing. Red Bull has also adopted another form of low cost advertising. Red Bull sets its grassroots ethic into motion with a simple, yet masterful marketing force, student brand managers. In Europe, collegiate buzz junkies have been successfully addicting friends and classmates for years thanks to a foolproof branding plan; Red Bull provides the student representatives with free cases of its energy drink and then encourages the kids to throw a party. Red Bull could also use this technique with older individuals in high stress occupations. This will not only spread the word quickly and cheaply, but to more individuals of different ages. This would allow Red Bull to expand its target. â€Å"In terms of attracting new customers and enhancing consumer loyalty, Red Bull has a more effective branding campaign than Coke or Pepsi,† says Nancy F. Koehn, professor of business administration at Harvard Business School and author of Brand New: How Entrepreneurs Earned Consumers’ Trust from Wedgwood to Dell (Harvard Business School Press, 2001). â€Å"Red Bull is building a beverage brand without relying on the essential equipment of a mass-marketing campaign. Perhaps the indispensable tools of marketing aren’t so indispensable after all.† With the little advertising Red Bull uses, an extra push in one of these areas could prove very beneficial for the company. Resources: Brand New: How Entrepreneurs Earned Consumers’ Trust from Wedgwood to Dell (Harvard Business School Press, 2001) http://www.redbullusa.com/start.html http://www.plan-b.biz/pdf/Speed_In_a_Can.pdf http://www.darkdog.com/ http://www.reddevilusa.com/ http://www.safefoodonline.com/safefood/Uploads/appendix_I_stimulant_drinks_in_ireland%2520_trans_mgmt.pdf

A Modified 2-D Logarithmic Search Technique for Video Coding

A Modified 2-D Logarithmic Search Technique for Video Coding With Reduced Search Points Tahmina Akhtar† , Rahima Akter† , Chhalma Sultana Chhaya † , Ashfaqur Rahman †¡ †  Military Institute of Science and Technology/Dept of CSE, Dhaka, Bangladesh, †¡ Central Queensland University/Centre for Intelligent and Networked Systems, QLD, Australia [email  protected] com, [email  protected] com, [email  protected] com, a. [email  protected] edu. au Abstract Video coding is a process for representing video sequences in a compact manner.A significant step in video coding is searching for similar segments in previous frames and use only the difference information for reconstruction thus reducing space requirement. Different search techniques including Full search and 2-D logarithmic search etc. are used in the current literature. Full search restricts its application because of its computational load. 2D logarithmic search is computationally less expensive a lthough there are some spaces for improvement. In this paper we propose a new search technique by modifying the 2-D logarithmic search that requires less search points with insignificant loss in visual quality.Experimental results demonstrate the effectiveness of the proposed technique. Keywords: video coding, 2-D logarithmic search. i. INTRODUCTION Video is a sequence of still images representing scenes in motion. A video is created by capturing a numbers of still images in a short time interval. When these still images are displayed very quickly, it represents the motion of the object in the images. Video represent the huge amount of data. In order to transfer video data from one place to another efficiently it is required to compress the size of video data.One way to compress the size of video data is video coding [ [1] ] [ [2] ]. The principal goal in the design of a video-coding system is to reduce the transmission rate subject to some picture quality constraint. In transmissio n side, the first frame (normally called the reference frame) is transmitted as it is and the remaining frames are sent as a function of the reference frame. The frame to be sent is divided into a number of blocks and the best match for the block is looked for in the search window of the reference frame. This processing is called the search technique in video coding literature.There exist a number of video coding techniques including MPEG-1/2/4 [ [2] ] [ [7] ], H. 26X [ [8] ] etc. uses search techniques like Full search [ [1] ], 2-D logarithmic search [ [3] ], Coarse-Fine-Three-Step search [ [4] ], Conjugate Direction search [ [5] ], and Pyramid search [ [6] ]. Each of these search techniques has merits and demerits in their favor. Full search finds the best match for a block as it searches all the candidate positions in the search window. Full search however is computationally expensive and renders difficulty for real time implementation.Some variants exist that applies some heuris tics to reduce the candidate search points and reduce the computational complexity although compromising the image quality a bit. 2-D logarithmic search is one such search technique that reduces the search points to a subset of the search window (to be detailed in literature review) and finds the near-optimal best match with reduced computational complexity. Although computationally inexpensive it contains some redundancy in the search space. We aim to reduce this redundancy and aim to find a modified 2-D logarithmic search technique with even reduced computational load.Experimental results demonstrate that the proposed technique reduces the number of search points and thus reduces search time with insignificant sacrifice of image quality. The paper is organized as follows. In Section II we elaborate some related works. In Section III we present our proposed search approach. Some experimental results to demonstrate the effective of the proposed approach is presented in Section IV. F inally Section V concludes the paper. II. Related works In this section we present full search technique and the logarithmic search technique.In both cases the frame to be coded is divided into a number of non-overlapping equal size blocks of size p? q. The best match is looked for in a search window of size (2d+1)? (2d+1) in the reference frame . Fig 1: Block matching process in video coding that uses search techniques. * A. Full Search In Full search [ [1] ] finds the best match by inspecting all the (2d+1)? (2d+1) candidate positions within the search window. Full search procedure is brute force in nature. The advantage of Full Search is that it delivers good accuracy in searching for the best match.The disadvantage is that it involves a large amount of computation. * B. 2-D Logarithmic Search Jain and Jain [ [3] ] developed a 2-D logarithmic search technique that successively reduces the search area, thus reducing the computational burden. The first step computes the similarity for five points in the search window. These five points are as follows: the central point of the search window and the four points surrounding it, with each being a midpoint between the central point and one of the four boundaries of the window. Among these five points, the one corresponding to the minimum dissimilarity is picked as the winner.In the next step, surrounding this winner, another set of five points are selected in a similar fashion to that in the first step, with the distances between the five points remaining unchanged. The exception takes place when either a central point of a set of five points or a boundary point of the search window gives a minimum dissimilarity. In these circumstances, the distances between the five points need to be reduced. The procedure continues until the final step, in which a set of candidate points are located in a 3Ãâ€"3 2-D grid.The steps in a 2-D logarithmic search technique are presented in Fig 2. Fig 2: The 2-D logarithmic search tec hnique. The circle numbered n is searched at the n-th step. The arrows indicate the points selected as the center of the search for the next pass. The 2-D logarithmic search hits a maximum of 18 points and a minimum of 13 search points. The advantage of this technique is that it successively reduces the search area, thus reducing the computational burden. One of the disadvantages is that some points are searched more than once thus leave some space for improvement.Moreover, it follows a greedy approach by selecting the minimum dissimilar point at each step thus posing a threat to follow a local minimum trend. Considering these facts we propose to modify the 2-D logarithmic search to overcome the local minimum problem and also eliminate the redundant computing as described in the following section. iii. proposed search technique We mainly modified the 2-D logarithmic search technique to eliminate the redundancy and local minimum problem associated with it. The search technique is ela borated next under the light of 2-D logarithmic search technique.Our proposed search technique starts with the five points in the search window where the one is at the center and other four surrounds center point (Fig 3(a)). Unlike 2-D logarithmic search, our proposed technique selects two points min1 and min2 (Fig 3(b)) that has dissimilarity scores lower than the other three points. We then select a point as the center of search for the next pass that lies on the line in between min1 and min2. This selection reduces the local minimum effect as it simply does not follow the minimum point.Moreover, the five points selected in the next pass does not match with any of the previous points thus eliminates the redundancy that exists in 2-D logarithmic search. Centered at the point selected at the next pass the search continues (Fig 3(d)-Fig 3(f)). The steps of the search are portrayed in Fig 3. Following are some of the merits of our proposed technique: * Successively reduces the search area with no point searched twice * Maximum search points are 12 and minimum search points are 5 – an improvement over 2-D logarithmic search. iv. Results and DiscussionWe have conducted a comparative analysis of Full Search, 2-D logarithmic Search and our proposed search technique as presented next. All the experiments were conducted on MPEG sequences using MATLAB. We used sequences like garden, Akiyo, Table Tennis, Car, and coastguard. Full search, 2-D logarithmic search and our proposed technique applied in these standard MPEG file and we computed the ASNR (Average Signal to Noise Ratio) and Computational load (i. e. number of search points). The results on different sequences are presented next. Akiyo Sequence: Each frame of the Akiyo sequence is of 352? 88 pixels, recorded at 25 frames per second and there are a total of 398 video frames. Fig 4 shows the reconstructed 20th frame of Akiyo sequence coded using Full search, 2D-logarithmic search and proposed search techniqu e. In this video only face portion is moving. Search point comparison for these three search techniques is presented in Fig 5 and ASNR is reported in Fig 6. ASNR achieved using the proposed search technique is almost equal 2D logarithmic search but at reduced number of search points (Fig 5). Number of search points remains almost similar over the different frames.ASNR value shown in Table 1. (a)| (b)| (c)| (d)| (e)| (f)| Fig 3: The different steps of our proposed 2-D logarithmic search technique. (a) five points of search window, (b) the direction of the search in between the direction offered by the two points min1 and min2. (c) Search at step 2, (d) min1 and min2 at step 2, (e) Search points at step 3, and (f) Search ends at the blue point. (a)| (b)| (c)| Fig 4: Reconstructed 20th frame of the Akiyo sequence using (a) Full search, (b) 2-D logarithmic search, and (c) Our proposed search technique.Fig 5: Comparison of # of search points for Akiyo sequence. Fig 6: Comparison of ASNR for Akiyo sequence. Table 1: ASNR value of different search for Akiyo sequence Frame No| Full Search| 2D logarithmic Search| Proposed Search| 1st| 25. 86188| 25. 55678| 25. 46245375| 5th| 24. 84504| 23. 77938883| 23. 57562323| 10th| 24. 37532| 23. 01043038| 22. 67351877| 15th| 24. 38495| 22. 98908004| 22. 5831958| 20th| 24. 4424| 22. 90227928| 22. 56886825| 25th| 24. 44956| 23. 03416597| 22. 51615637| Car Sequence: Each frame of the Car sequence is of 320? 240 pixels and ecorded at 25 frames per second and there are a total of 398 video frames. The reconstructed 20th frame of Car sequence using the three search techniques is presented in Fig 7. In this video sequence the car moves but background is still. Here each repeated two times. Average no of search point is almost 10. 46 for repeated frames and 11. 50 for new frames. Here number of search points vary significantly compared to Akiyo sequence. Overall the proposed technique has reduced search points (Fig 8) although the ASNR is bit low (Fig 9). ASNR value of some frames shown in Table 2. a)| (b)| (c)| Fig 7: Reconstructed 20th frame of the Car sequence using (a) Full search, (b) 2-D logarithmic search, and (c) Our proposed search technique. Fig 8: Comparison of # of search points for Car sequence. Fig 9: Comparison of ASNR for Car sequence. Table 2: ASNR value of different search for Car sequence Frame No| Full Search| 2D logarithmic Search| Proposed Search| 1st| 27. 13312| 26. 5682| 26. 08265| 5th| 26. 68718| 25. 75123| 25. 16904| 10th| 26. 10589| 25. 12647| 24. 27394| 15th| 26. 31185| 25. 16266| 24. 54981| 20th| 26. 28613| 25. 1915| 24. 61234| 25th| 25. 86261| 25. 02255| 24. 12599| Garden Sequence: Each frame of the Garden sequence is of 352? 240 pixels and recorded at 30 frames per second and there are a total of 59 video frames. Fig 10 represents the reconstructed 20th frame of this sequence coded using the three search techniques. In this video the motion is due to camera movement. Fig 11 and Fig 12 reveals that the new search technique reduces the number of search points with minor loss in ASNR. ASNR value of some frames shown in Table 3. Here Average no of search point for each frames required almost same.In frame 20th average no of search point is 11. 6053 and ASNR is 18. 22931. (a)| (b)| (c)| Fig 10: Reconstructed 20th frame of the Garden sequence using (a) Full search, (b) 2-D logarithmic search, and (c) Our proposed search technique. Fig 11: Comparison of # of search points for Garden sequence. Fig 12: Comparison of ASNR for Garden sequence. Table 3: ASNR value of different search for Garden sequence Frame No| Full Search| 2Dlogarithmic Search| Proposed Search| 1st| 24. 27663| 24. 27663| 23. 5971| 5th| 21. 6078| 21. 6078| 20. 49847| 0th| 20. 71779| 20. 71779| 19. 34323| 15th| 19. 9641| 19. 9641| 18. 69269| 20th| 19. 6754| 19. 6754| 18. 22931| 25th| 19. 39791| 19. 39791| 18. 05226| Coastguard Sequence: Each frame of the Coastguard sequence is of 320? 240 pixels and recorde d at 25 frames per second and there are a total of 378 video frames. Here the boat and the camera are moving. Fig 13 represents a reconstructed frame of this sequence coded using the three search techniques. Fig 14 represents the search point required by the three techniques. Our proposed technique shows periodic nature in terms of search points.This is due to the repetitive nature of motion in the video. Fig 15 represents a comparison of ASNR obtained using different techniques. Table 4 shown ASNR of some frames. (a)| (b)| (c)| Fig 13: Reconstructed frame of the Coastguard sequence using (a) Full search, (b) 2-D logarithmic search, and (c) Our proposed search technique. Fig 14: Comparison of # of search points for Coastguard seq. Fig 15: Comparison of ASNR for Coastguard sequence. Table 4: ASNR value of different search for Coastguard seq. Frame No| Full Search| 2D logarithmic Search| Proposed Search| 1st| 24. 8771| 24. 33338| 23. 61801| 5th| 24. 31753| 23. 35416| 22. 54516| 10th| 23. 90367| 23. 03317| 22. 07546| 15th| 24. 36529| 23. 44171| 22. 66604| 20th| 24. 38658| 23. 26823| 22. 50994| 25th| 24. 54524| 23. 91583| 22. 91885| Table tennis Sequence: Each frame of the Table tennis sequence is of 352? 240 pixels and recorded at 30 frames per second and there are a total of 9 video frames. Here ball is moving fast. The reconstructed frames, number of search points, and ASNR of the three search techniques are presented in Fie 16, Fig 17, and Fig 18. Some ASNR of Table tennis sequence shown in table 5. a)| (b)| (c)| Fig 16: Reconstructed frame of the Table tennis sequence using (a) Full search, (b) 2-D logarithmic search, and (c) Our proposed search technique. Fig 17: Comparison of # of search points for Table tennis sequence. Overall the result of ASNR for Full Search is best in all cases but number of search point is so high. The result of ASNR for 2-D logarithmic and our proposed search is almost same but the number of search point of our proposed search is sm aller than the 2-D logarithmic search and thus an improvement over the existing technique.Fig 18: Comparison of ASNR for Table tennis sequence. Table 5: ASNR value of different search for Table tennis seq Frame No| Full Search| 2D logarithmicSearch| ProposedSearch| 1st| 25. 2698| 24. 56416| 23. 90544| 3rd| 23. 60795| 22. 69326| 21. 81273| 5th| 23. 43996| 22. 35007| 21. 29301| 7th| 23. 71878| 22. 71607| 21. 58383| v. Conclusion In this paper we have presented a new search technique for video coding that is a modification of the existing 2-D logarithmic search. The proposed technique reduces the search time of 2-D logarithmic search by reducing the redundant search points.Although ASNR is sacrificed to some extent it had insignificant visual impact as observed from the experimental results. References [1] Shi and H. Sun, â€Å"Image and Video Compression for Multimedia Engineering†, Fundamentals, Algorithms and Standards, 2nd Edition. [2] P. N. Tudor, â€Å"MPEG-2 Video Compre ssion†, IEEE J Langham Thomson Prize, Electronics and Communication Engineering journal, December 1995. [3] J. R. Jain and A. K. Jain, â€Å"Displacement Measurement and Its Application in Interframe Image Coding†, IEEE Transactions on Communications, vol. com-29, no. 12, December 1981. [4] T. Koga, K. Linuma, A. Hirano, Y. Iijima, and T.Ishiguro, â€Å"Motion-compensated interframe coding for video conferencing,† Proc. NTC’81, G5. 3. 1-G5. 3. 5, New Orleans, LA, Dec. 1981. [5] R. Srinivasan and K. R. Rao, â€Å"Predictive coding based on efficient motion estimation,† Proc. of ICC, 521-526, May 1984. [6] D. Tzovaras, M. G. Strintzis, and H. Sahinolou, â€Å"Evaluation of multiresolution block matching techniques for motion and disparity estimation,† Signal Process. Image Commun. , 6, 56-67, 1994. [7] MPEG-4, http://en. wikipedia. org/wiki/MPEG-4, last accessed in December 2008. [8] H. 264, http://en. wikipedia. org/wiki/H. 264, last accessed in December 2008. *