A Proposal A Modest Proposal - 1028 Words

Sushma Shankar Dr. Hurley AP Lang Composition Pd.2 October 25, 2015 â€Å"A Modest Proposal† Essay Assignment Americans seem to be slaves to their technology these days, obsessing over every new text, and sprinting to our phones the very moment we receive a text message. Instead, we should be taking the time to notice our breathtaking surroundings. But looking right and left, all we encounter is a head tilted down, eyes mesmerized by a square glass screen, and the continuous motion of shuffling fingers smudging the screen. Nowadays we allow our thumbs to do all of the talking without a single ounce of resistance, hooking on to every last word sent through a tiny electronic box that can neither communicate emotions nor tone. The people in this society, especially teenagers, look pathetic now that we have become so consumed with electronics. There is an ongoing curiosity about why electronic devices are so irresistible. It is flabbergasting and utterly disappointing that people of all ages, including hypocritical parents lecturing teens about their texting addiction, â€Å"would prefer to communicate over text rather than meeting face to face†(mobile commons). Although technology has its benefits of quick communication and always staying in touch with others, the amount of common sense lost to technology has a stronger and more detrimental effect on one s future. As people become more dependent on the technology that sits in the palms of their hands, the social skills oneShow MoreRelatedA Proposal On A Modest Proposal1524 Words   |  7 PagesA Modest Proposal A college degree is becoming increasingly more valuable with many decent jobs requiring some sort of higher education. As more students prepare to enter college, many are faced with the escalating prices of not only tuition, but also other things such as textbooks and the cost of living. This problem has been especially prominent in California, particularly within the last month, due to the UC regent’s new and controversial plans for an in-state tuition increase of five percentRead MoreA Modest Proposal1096 Words   |  5 PagesAssignment 1: Swift’s â€Å"A Modest Proposal† Dr. Anthony McCormack Strayer University World Culture II Gladys A. Reyes July 25, 2015 In the satire â€Å"A Modest Proposal’, Jonathan Swift expresses his feelings of frustration with regard to the aggravation and political issues in Ireland. He describes being frustrated with the indifference of Ireland politicians, the wealthy, the English tyranny, and the degradation and poor conditions in which many poor, Irish women and children have been forcedRead MoreModest Proposal1066 Words   |  5 PagesA Modest Proposal was a satirical essay written by Jonathan Swift depicting the horrific conditions of Ireland and the lives of the Irish people in 1729. Swift writes the satire disguised as a social planner of the time who as Swift satirizes were known to be overly rational rather than compassionate. The author portrays and attacks the cruel and unjust oppression of Ireland by its oppressor, the mighty English and ridicules the Irish people at the same time. However, Swifts opposition is indirectlyRead MoreModest Proposal785 Words   |  4 PagesNot So Modest Pr oposal In 1729, with #8220;A Modest Proposal#8221;, Jonathan Swift raised the argument that, #8220;For preventing the children of poor people in Ireland from being a burden to their parents or country, and for making them beneficial to the public#8221; (44), we should rid ourselves of them by our own consumption. We should bake them, fry them, or serve them in a fricassee or ragout. Swift proposes his #8220;humble#8221; thoughts, for which he expects no objection, on theRead MoreA Modest Proposal On Satire1239 Words   |  5 Pagesantagonistically; distortion is utilized to bring down the effect of an issue to its lesser quality. Aggregately, these procedures are practiced to draw out the human follies and vices in society. In Molià ¨re s Tartuffe and Jonathan Swift s article A Modest Proposal, both diagonally condemn and criticize human conduct and the discernment we have towards others. Through a comedian conveyance, these creators offer an understanding past the apparently self-ev ident, and expect to enhance this flawed custom ofRead MoreA Modest Proposal Essay1335 Words   |  6 Pagesthe shadows of the honest people in the world. Despite the suffering of others, power and personal gain is the ultimate goal of these corrupt human beings. Through the lens of new criticism, the two pieces of literature, Brave New World and â€Å"A Modest Proposal,† use literary devices such as imagery and diction in order to develop a theme which relates to this proposition that many human beings squander in the evils of the world because both stories deal with personal gain and power even if it callsRead MoreA Modest Proposal Essay1095 Words   |  5 PagesJonathan Swift’s satire, â€Å"A Modest Proposal†, Swift writes about the starving people of Ireland in the early 1700’s. He makes a wild and absurd proposal to help remedy the problems of overpopulation and poverty. Swift wants to make a political statement by using the â€Å"children† as satire to grasp the attention of the audience - the English people, the Irish politicians and the rich – and make them aware of the political, moral, and social problems. In â€Å"A Modest Proposal†, Swift’s arguments are presentedRead MoreAnalysis of A Modest Proposal873 Words   |  4 Pages Jonathan Swift, the writer of the satirical essay A Modest Proposal, grew up and lived in Ireland during times of famine and economic struggles (Conditions). Growing up with a single mother and no father, Swift knew what hard times and struggles were like (Jonathan Swift: Biography). His essay proposes an easy solution to the economic problems going on in Ireland for both the wealthy ruling classes and the poorer classes, although his intentions and the meaning behind his words are not what wouldRead MoreAnalysis Of A Modest Proposal939 Words   |  4 PagesJonathan Swift’s â€Å"A Modest Proposal† Dr. Jonathan Swift wrote A Modest Proposal in the 1700s, addressing the idea to feed the poor. In this he successfully mocks the heartless attitudes the Irish have toward the poor. During this time conditions have been worsening in Ireland. Dr. Swift uses understatements, irony, sarcasm, and paradox in his satire piece. Swift makes it clear that more often than not citizens were passive about the present problems. With that, he created A Modest Proposal in likes toRead MoreA Modest Proposal Response846 Words   |  4 PagesModest Proposal Response Emily Pendyk Parsons AP English 11 December 18, 2011 Dear Mr. Smarmy: I am writing in response to your request of the elimination of Jonathan Swift’s â€Å"A Modest Proposal† from the classrooms, libraries, and the school system as a whole. Let me begin by telling you that I took what you said into deep consideration, but after discussing with the work with some of the English teachers at Martin’s Groves Junior High School and conducting research on my own time, it’s

Culture and Gender Free Essays

The Kingdom of Saudi Arabia adheres to strict Koran laws. Among them is the veiling of women, structuring of their work and lives away from men, and driving (Wikipedia, 2007). Though education in the West is slowly changing this, it is not in any way translated to policy changes or reforms (Bradley, 2006). We will write a custom essay sample on Culture and Gender or any similar topic only for you Order Now We aim to ink a deal with the Saudi government for the setting-up of a supermarket chain. To be successful, the negotiators must show respect to the country’s laws and norms. The Saudi government- through the religious police- is the primary proponent and advocate of strict laws and norms pertaining to women hence they should be dealt with sensitively. I choose the budding male executive over the veteran female to head the team. In the country, women are not expected to work in positions which allow them to interact with men. Sending a woman as head of the negotiating team would be an insult to the Saudis with their deeply-entrenched conservative values. Should the CEO insist on sending her, I will ensure that she will not be the front liner. She will still head the negotiations but the spokesman will be the male executive. She will still make the decision but through the latter. My decision will send a message to within and outside the company that we are serious in our business transactions.   It is by complying with the norms and laws of wherever you do business which wins deals. As a leader, it will show my flexibility in matters not wholly congruent to traditional norms of conducting business. Part II- Power Corruption Cycle Power Corruption Cycle is an organizational phenomena characterized by the use of rank to intimidate or bribe the lower-echelons to allow an illegitimate or corrupt practice to happen and/or continue. When the latter become managers or executives themselves, they apply the same corrupt practices which also influence those with lower positions. This cycle- if uninterrupted by new management- would go on and on. It poisons an organization in that the quality of service/s and/or products will be compromised which will eventually lead to its downfall. An example is on the awarding of contracts to bidders in government projects. The members of the bids and awards committee are all corrupt and have a mutual understanding of granting the contract not to the one which offers the premium bid but to the one who can offer the largest kickback. A young, newly-hired assistant to the committee intends to follow stated rules in bidding but soon finds out about the â€Å"unwritten rules†. He is co-opted and fits permanently into the organization. The people- recipients of developmental projects- suffer through sub-standard infrastructure and incoherent development projects and services. This leads to mistrust and enmity towards the government which will create a longing in society to reform, if not replace the government in power and/or the system. ReferenceBradley, J. (2006). Saudi Arabia exposed: Inside a kingdom in crisis. NY: Palgrave Macmillan. Wikipedia Online Encyclopedia. 2007. Islam in Saudi Arabia. Retrieved Feb. 13, 2008, from http://en.wikipedia.org/wiki/Islam_in_Saudi_Arabia#Islamism_in_Saudi_Arabia.       How to cite Culture and Gender, Essay examples

Why would nurses strike

Patients have sometimes lost their lives or their conditions worsened because of lack of medical attention when nurses go on strike.Advertising We will write a custom assessment sample on Why would nurses strike? specifically for you for only $16.05 $11/page Learn More However, Connelly, Dahlen, Evans, and Wieker (1997 51-52) believe that nurses are ethically right when they participate in strikes and all other forms of protests or actions which could bring their work to a stand still, as long as they are fighting for a right course, which could be improved conditions of their working environment and remuneration. Strikes and other related actions which could create work stoppage for a period is necessary especially for nurses who continually work in poor conditions. Nurses have the responsibility of improving the quality of their nursing care (Connelly, et al., 1979, 52). This gives them the ethical basis for which to bargain collectively with their res pective employers (in most cases, the government) to improve the conditions to enable them improve their services. Nurses are normally entrusted with making ethically-moral decisions in their practice, and therefore they have to consider the quality of healthcare that they provide to patients (Neiman 2011, 597). Thus, whenever the institution they are working for put in place deficient working conditions, they are not supposed to agree to compromise the lives of the patients, but to force the institution responsible to improve the situation. Issues such as poor staffing, inadequate facilities, low salaries/wages as well as other conditions which affect provision of nursing care could compromise delivery of quality and long-term health care to patients. In most cases, nurses would present their cases to those responsible to understand the real situation and why the course of improvement is necessary (Jacox 1971, 243). When such collective bargaining between the nurses’ represe ntatives and the employer has proved to be ineffective, strikes, boycotts, and go-slows are adopted to make the employer understand why the improvements are necessary (Giovinco 1993, 86).Advertising Looking for assessment on health medicine? Let's see if we can help you! Get your first paper with 15% OFF Learn More Strikes are therefore important because they enable nurses to achieve a bargaining advantage or a necessary improvement without fully withdrawing from delivery of nursing care. According to the American Association’S Code for Nurses, nurses are allowed to participate in a course that enables them establish as well as maintain work conditions which are favorable for achieving high quality nursing care (Hill 1971, 152). As such, strikes offer nurses the opportunity to improve their working conditions as well as nursing care for patients and the local community. Without strikes, hospital administrations and institutions charged with the management of he althcare tend to cut costs by employing less qualified staff and purchasing relatively poor quality facilities. When strikes occur, the working condition is improved, and this can help attract more qualified and experienced nurses and physicians. This in turn improves the quality of healthcare delivery in the hospital/institution. Reference List Connelly, C. E., Dahlen, R. M., Evans, L. K., Wieker, N. A., 1979, To strike or not to strike: A debate on the ethics of strikes by nurses. Supervisor Nurse, Vol. 10, No. 1, pp. 51-59. Giovinco, G., 1993. When nurses strike: Ethical conflicts. Nursing management, Vol. 24, No. 5, pp. 86-90. Hill, S. G., 1971. The right to strike. The Hospital, Vol. 67, pp. 151-154. Jacox, A., 1971, Collective action and control of practice by professionals. Nursing Forum, Vol. 10, pp. 239-257.Advertising We will write a custom assessment sample on Why would nurses strike? specifically for you for only $16.05 $11/page Learn More Neiman, P., 2011. Nursing strike: An ethical perspective on the US healthcare community. Nursing Ethics, Vol.18, No. 4, pp. 596-605. This assessment on Why would nurses strike? was written and submitted by user Ray Wolfe to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Discuss what couples do to prepare well for marriage Essays

Discuss what couples do to prepare well for marriage Essays Discuss what couples do to prepare well for marriage Essay Discuss what couples do to prepare well for marriage Essay With the present divorce rates in our society, it has become a necessity for couples to prepare for marriage. However, before being able to start the process of consciously preparing for marriage, couples must first decide to get married. Thus, most marriage preparation seminars, workshops and books are directed towards couples who are engaged. On the other hand, Rice (p.118) contends that preparing for marriage should not commence during the engagement period but it should be a continuous process. Marriage is defined as the process whereby a particular man and woman ceremoniously begin and generally maintain a mutual relationship suitable for the purpose of founding and sustaining a family (Hoult et.al, p30). With this definition, it is clear that marriage is a partnership and the ultimate goal is building a family, at present there are several forms of the family and having children is not a requirement. Thus preparing for marriage should entail that couples begin the process of ac quiring and developing skills that would help them successfully adjust to married life. In preparing for marriage couples must work on how they communicate with each other, how to handle issues and differences, be able to accept change, learn to accept in-laws, discuss plans and goals about children, keep positive values about marriage, make the marriage intimate and deal with past issues and conflicts. Marriage is not only a union of two separate individuals but is also a social event, thus a preparation for marriage should consider the needs of the couple and their relationship with each other, and their relationship with family members, friends and society in general. Positive communication is the most basic requirement of a happy marriage, in communicating, the couple must focus on their relationship with each other, and how they communicate their thoughts, feelings, desire and needs. Couples must therefore learn to communicate honestly and not being judgmental of each other, in doing so, it would build the couples confidence to talk and share problems, joys and dreams. Being able to deal effectively with differences and personal issues together is a good way of preparing the couple to face greater problems and challenges when they get married. Before entering into marriage it is advisable though that couples are able to resolve their differences or at least reach compromise. Ma rriage would entail change in each of the couple’s lifestyles and they may have different ideals about marriage and family life, hence it is important that couples realize that when they get married a lot of things in their lives will change. Sine marrying someone is also an act of marrying into a family, it is important that couples learn to accept their in-laws, because reality is they will be a major influence in a marriage. Sometimes, conflict with in-laws is the cause for marital unhappiness, and to prepare for a happy marriage, couples must deal with their relationships with the in-laws. Â  Recently, it has been said that the family is becoming extinct and that most marriages end up in divorce, having negative values about marriage will not help a couple who is preparing for marriage. Thus couples must believe in marriage and in the family, holding positive values of marriage will inspire couples to strive to make the marriage work. In our society, having children is not easy, thus couples who want to get married must first deal with their plans for children, when to have children, saving money for children, or even postponing having children until the couple is financially stable. Getting this out in the open before the marriage rites would help the couple plan for their future together. And couples must also learn and continue becoming intimate with each other even after the wedding. Being intimate means that they do not lose the sparks and the passion between them, once married it is easy to lose sight of each other’s needs and emotions, thus couples must make a conscious effort to remain intimate throughout their marriage. And finally, before getting married, couples must settle each other’s past issues. It may be an old affair, a family responsibility or psychological conditions. It is difficult to live and start a new life with someone who carries a lot of emotional baggage, and being able to know how to negotiate and act around it would help the couple have a happy marriage. Discuss why people regret their choice of mate. One of the main reason people get married is that they have needs they seek to satisfy (Maslow, p.191). Thus when selecting a mate, people often try to look for the qualities of the other person that would fulfill their needs. And based on this assumption, it can be said that the very reasons people regret their choice of mate are the reasons they used to choose a mate. Most people have the need for love, for companionship and intimacy, for sexual satisfaction and fulfillment, need for children, for emotional security, for status, esteem, recognition and acceptance, the need for financial security and money. All of this may needs may be present but at varying degrees since people have different priorities. Obviously, just because a person gets married does not mean that these needs are automatically met, others may not even meet half of it, but what is important is that both partners are mutually happy and content with how they fulfill each others needs. Regret over the decision of c hoosing a mate comes when this needs are not fulfilled and the husband and wife feel discontent, unhappy and frustrated with their partners. In our society, one of the most important reasons why people in our culture get married is to love and be loved, but this idea of love is highly romantic and after the initial passionate, intense and exciting feeling comes disillusionment. Thus, when a partner realizes that the romance has waned, he/she thinks that love has flown and will be stuck to a monotonous and boring life together. For some people, what is most important in selecting a mate is companionship and intimacy. Erikson (p.18) says that the achievement of intimacy is one of the major goals during young adulthood and being able to maintain a close interpersonal relationship with a special someone. Thus, when this relationship fails and each partner is alienated from each other, they begin to question why did they choose that person to be with. Sometimes, selecting a mate is based on sexual satisfaction and fulfillment, and over time, sex may not be as good as it was before and the partner becomes frustrated and unhappy . Having children is a difficult subject for most couples, and if the couple does not agree on it, then unhappiness and regret may be in the offing. People also choose a mate because of the need for emotional security, those with feelings of inadequacy or insecurities want someone who they believe will give then the assurance of their self-worth. But as we know, this kind of relationship is doomed to failure, the emotionally weak partner may become overly dependent on the partner and the partner may also tire of the situation and become frustrated. Practical people often select mates who will increase their status, esteem, recognition and acceptance. Thus when the chosen mate fails to satisfy all of this, the partner may have regrets over his/her choice and think that there would have been more suitable mates for them. At this age, there are still those who choose a mate because of his/her financial security and money. As long as the partner has this social standing, the relationship is all right, but if the financial security or the money is gone, then the partner regrets his/her choice and would eventually leave the mate. Â  Another reason for regret of mate selection is incompatibility, it has been said that opposites attract, but just how long the attraction will last is debatable. Studies have shown that incompatibility is one of the major reasons for marital unhappiness. When a couple does not share the same values and principles, they will always be at odds with each other and thus may become extremely unhappy and discontent. From the discussion, it can be deduced that when an individual chooses a mate based on criteria that are unrealistic, unimportant, and superficial, then the chosen mate would never be able to stand up to all those expectations and when the mate fails to meet this requirements, the partner becomes frustrated, disillusioned and unhappy and regretful.

Authorpreneurs and VC Publishers

Authorpreneurs and VC Publishers Authorpreneurs and VC Publishers The WannabesI was listening to Joanna Penn talk at an Apple event in Covent Garden a few days ago, and I was surprised that the sentence she repeated the most was: â€Å"Writing is hard! It’s extremely hard. If it was easy, everyone would be doing it.†I immediately drew a parallel to starting a company. Everyone knows it’s hard, but keeps forgetting it. Why? Because, technically, anyone can do it. You sit down and write. You fill out a form and incorporate your company. No special skills required.What does that mean? Well, you end up with thousands of â€Å"wannabes†. The I’ll-write-someday-you’ll-see-ers, the I’ve-had-this-great-startup-idea-for-awhile-and-I’m-working-on-it-ers. I don’t have the numbers, but I guess less than 10% of these â€Å"wannabes† become authors, or entrepreneurs.The AuthorpreneursThis took me back to an article by the same Joanna Penn that I read a few weeks ago: The Arc Of The Indie Autho r Journey. From First Book To CEO Of Your Global Media Empire. Penn writes: â€Å"You don’t have to know everything now. You can learn on the job. We all have to. None of us are born with the knowledge of how to do these things – we just find out along the way.† That’s what I do every day at Reedsy. I learn along the way.Indie authors are entrepreneurs in addition to being authors. This is what makes independent authorship particularly difficult, and definitely thrilling for some. â€Å"Taking control† is a dream for many; some are even incredibly good at it. But success takes a lot of self-discipline, a business mentality, boldness and a natural (or very well-trained) ability to promote yourself.Oh, and money. Editing and cover art, if done well, are not cheap (nor should they be). So either you keep your day job for a while, or you try your luck on Kickstarter (the former is highly recommended).That’s a lot of requirements. The good thing is, if you’re committed, you â€Å"learn along the way†. But what if you’re not? What if you just want to write?The Future of traditional publishingIf you don’t have an entrepreneurial mentality, you don’t start your company and you don’t self-publish. It’s as simple as that. Many people don’t want to take control, don’t want to have to choose their editor, cover designer, publicist, etc. They excel at writing, and at that only.In my opinion, that’s what publishers are (or should be?) for. Not to pin down those who want to fly with their own wings, but to help those who can’t.If we keep the parallel to entrepreneurship, we can consider that a few decades ago, it was impossible to start your own company without a lot of money. You shopped your idea around until you found a partner to finance your operation and in return you gave up a hefty majority of your company’s equity. Only as technology has adva nced, most startups are able to prove their concept with almost $0. You can raise millions in the early stages of your company without giving massive chunks of equity away.The emergence of self-publishing is a very similar phenomenon. Technology has lowered the barrier to entry, and authors are able to â€Å"show traction† (i.e., sell thousands of books) without support from publishers.You can only ask 80% of a company when the company has no choice. Today, startups and authors have a choice.But let’s be honest. These successful â€Å"indies† would sell ten times more if they had a publisher backing them and opening bookstores to them. Hugh Howey and the whole self-publishing community know it. Publishers are slow to realize it.Some are starting to offer print-only deals. Some others offer 50% net royalties instead of 25%. â€Å"Exceptions†, some might say. Well, the future is made of today’s exceptions.We’re also on Twitter!   Follow  R icardo  and  Reedsy!

What are the benefits and hazards of medical marijuana Research Paper

What are the benefits and hazards of medical marijuana - Research Paper Example The federal government considers marijuana as a class one controlled substance and is, therefore, illegal to have while more than twenty states in the country have effective laws that govern the use of marijuana as a medicine. Such contradictions in the importance and illegality of the drug continue to heighten the controversy that surrounds the use of marijuana in the country. This report, therefore, discusses the benefits and the hazards of medical marijuana with the view to determining the suitability of the substance. The report presents a number of the medical benefits of the drug and compares them to the possible hazards of the substance. Such is a contribution to the raging debate on the use of the drug. Cannabis sativa also known as marijuana is a type of psychoactive drug. The drug has a number of physiological and psychoactive effects. Owing to such nervous effect, the federal government just as many other governments throughout the world banned the use of cannabis in the country. However, a number of scholars and medical practitioners began vouching for the use of the drug claiming that it presented a number of medical benefits. As such, medical marijuana has been in use in a number of state and come in various forms suitable for smoking, vaporization and ingestion in the form of a pill. However, the use of the drug and the numerous advantages it presents remain contentious. Scholars and medical practitioners continue to give varied opinions concerning the use of the drug. Supporters of the use of cannabis continue to cite a number of benefits it presents while opponents of the use of the drug allude to the numerous hazards it presents as the discussion below portrays. Key among the medical benefits of marijuana is that it contributes to the management of such serious diseases as cancer, sclerosis and AIDS among many others. Marijuana can help relieve the pain from the above diseases (Caulkins, Hawken, Kilmer & Kleiman, 2012).

Integrated marketing communication Essay Example | Topics and Well Written Essays - 1750 words

Integrated marketing communication - Essay Example There is a much used clich sentence in marketing circles that goes - "If you build a better mousetrap, the world will beat a path to your door." (Crilley 2009). But according to management experts this no longer holds good today. Hence "the reality is that when you build the world's best mousetrap, customers don't naturally come knocking at the door." A product or service whether it is provided by a private or public service organization needs to market it and marketing needs marketing communication for it to succeed. According to Ms Linda Hall and Dr. Mark Wickham of the University of Tasmania, there is a lot of homogeneity in products, services and price, the concept of integrated marketing communication has become the 'new frontier' to enable organizations to differentiate themselves, their products and services from other. (Hall and Wickam). IMC is the transformation of business messages to the consumer group on an integrated basis "IMC is defined as a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force rather than permitting each to work in isolation." (Lake 2009).There are several primary reasons why organizations need to change their isolated marketing communication approach to an integrated one. They are changes in the society, changes in the economy, and changes in technology. (Varey 2001, p.254). Changes in society: The behaviour and pattern of buying among consumers have undergone a sea change when compared to a few decades back. The concept of a brand loyal market has changed to a repertoire market. An article titled 'Mistakes Marketers Make' that appeared in eh Wall Street Journal states that marketers focus on building brand loyal customers, while in reality, this concept is fast disappearing. This is truer in the case of consumer goods. "Most frequently purchased consumer goods are in repertoire markets, though many consumers don't realize it." (Corkindale 2008). The feature of a repertoire market is that customers will have a basket of goods of the same type of product which he or she will alternatively buy. "In a repertoire market, the customer will buy from a repertoire of brands (more than one brand)." (Marketing Wisdom for 2004: 99 Marketers and Agencies Share Real Life Tips). The Wall Street Journal Article mentioned earlier states that in such a case marketers need to reach a larger audience and hence resorting to an integrated marketing approach will be more practical. . Changes in the economy: The cost of media advertising is increasing as time goes by. Organizations can no longer rely on a single expensive media like the television to promote their products and services. They have to be more cost conscious and at the same time be effective. An IMC strategy uses all types of promotional media and hence a marketing mix can be developed integrating less costly media with the more expensive ones. Changes in technology: Fifty years ago, the choice of advertising media would have been limited to the print and radio and television is certain markets. A little later few televisions channels appeared which later boomed with the introduction of cable TV and direct to home services. The internet as an advertising medium also became very popular. The huge increase in choice has also necessitated in an integrated marketing strategy for effectiveness. Global business scenario: Integrated Marketing Communication (IMC) is considered as essential part of the business operations in the global business environment .Both public and private sector organisation are required to run their business in the global competitive environment. Expansion and diversification of business operations on global basis requires integrated marketing communication. Integrated communication improves business productivity and performance on a greater extend.