The Effectiveness of Advertising Essay Example | Topics and Well Written Essays - 1250 words

The Effectiveness of Advertising - Essay Example Every advertiser or company must do more than just make a product, give it an attractive price, and offer it to the consumer. They have to also communicate and promote it to their current and future customers; they have to advertise it. Advertisers appeal to the lusts, desires, and wants of the target market or potential customer. "Target market is the market segment to which a particular product is marketed. It is often defined by age, gender and/or socio-economic grouping," states Wikipedia encyclopedia (2006). As previously stated, an increasing number of advertisers, retailers, and wholesalers appeal to the target market's emotions, lusts, desires, wants, and needs. They want to pull at the heart strings in order to persuade, or get others to believe and create some action. Perhaps some of the best examples of these advertisements use sex to sell everything from beer to necessities such as toothpaste. The word lust is not often used in our society today so the meaning may be obscure to many Americans. (Advertisers Lure Customers with Worldly Lusts, n.d.) This may seem devastating but without advertising, many people would be out of jobs and many would lack product and service knowledge and opportunities to purchase what they want and need. For example, without advertising (whether it is on a billboard, on the Internet, or through a salesman), people would not be as informed and the opportunities for buying and sales would decrease. Advertising increases competition, competition encourages innovation which leads to more jobs. Burton (2005) reports, "The goal of the competition is to improve economic developmentand hopefully, will result in job opportunities. .." Although advertising can be found everywhere even to the point that we are used to it, advertising is truly misunderstood. It can even be found on toys, at the movies, and while you are waiting. Some shows and movies are entire advertisements for other products and services. Ference (2004) reports, "They even advertise when we're waiting. Ever sit through The 2wenty The 2wenty, so named for the advertainment it provides in the 20 minutes before your movie starts (quasi-phonetic numerical substitution is, of course, sic), replaces the slide-show ads of yesteryear with "programming" that hypes a movie, TV show, or musician - and interstitial "commercials" for Advertising 4 hilariously "local" products. (The pert Tel-Aviv car service receptionist and DJ school started by Jam Master Jay, being excellent instantiations here.) As quaint as this all seems, this type of captive cinema advertising is a $315.1 million business." Let us not forget to mention the usage of the Internet and technology for advertising. Some even say that is a necessary evil. Advertising is necessary when the new product is introduced on the market to create a demand for it, or when there are

Research into impro system and human resource organizer system Dissertation

Research into impro system and human resource organizer system - Dissertation Example One of the changes that are to be expected from installation of the IMPRO system to the mobile works organization is an increase in performance, which shall be brought about by the renewed element of management. This allows the organization to gain control over the employees as well as data and the maintenance of customer relations, thus the efficacy of the system. The works hit sectors when it comes to the use of technology is the SME industry, largely due to limited finances. The industry is a huge paper pusher and as a result drags along in productivity due to limitations in management (Mitchel, 2008, p. 281). The effect of lagging denies the industry the opportunities associated with better performances especially relating to customer organization relations. Background An information system (IS) is a set of interconnected components working together to process collect, store, retrieve, and distribute information in order to facilitate the analysis, planning, control, decision-mak ing and coordination in companies and other organizations (Burnham, 2001, p. 192). A shift towards the IT sector, IS integration, is the SME industry is hindered by the low productivity levels associated with the organisations and the nonexistence of competitive advantages between the [players in the sector. This compared to the larger organizations in business is a challenge to efficiency and efficacy of the business models. However, the largest backdrop to the lack of a proper IT system with the SMEs is the financial constraints that are involved in business start up, which often culminate to starting the business without the IT frontier. Technological improvement exhibits the necessity of intertwining the business models with IS technology, since communication plays a huge role in the success of the sector as it is a requirement to pass down or on information from one terminal to another. The IS technology offers the business model the advantage of unlimited geographic coverage w hich facilitates globalization of the industry as management of the business sector can be achieved under the channels provided by the IS technology. Specific to the increased communication is the networks, which allows sharing of data within or with other companies. The Intranet technologies are one of the inventions in this field where communication between terminals is enabled by the use of IP (Internet Protocols) in data sharing, and the computerized and operational activities of the company that are a necessitate to the organization. Networks are also responsible for initiating ecommerce. The online intranets as well as the internet has enabled the business operant the advantage of being able to conduct business through the networks via data sharing and collaborations between the consumers and the producers, which proves effective in the field. The websites are mere instruments, which are used in conveyance of the

Russia Essay Example | Topics and Well Written Essays - 250 words - 3

Russia - Essay Example The Prime Minister heads the government, which the president appoints but at the parliaments approval. The crafty use of democratization agenda in the post-Cold War world has evoked a backlash against the whole notion of the expected transition to democracy. Democratization is also in question here as the ground reality has prompted rethinking because much of the post-Soviet region appears trapped between authoritarian past and a murky future. The experts use the term of managed democracy for the Russian system of government. The rise of political authoritarianism or managed democracy is an object of fascination for the West. The geopolitical realities such as Russian oil and gas reserves make sure that these Western interests remain engaged in evolution of the Russian democracy. It is hard to conclude whether Russia is still a democracy or not. But one thing is certain that it represents a unique version of democracy which is considerably

Publication Manual of the American Psychological Assocation (APA) 5th Essay

Publication Manual of the American Psychological Assocation (APA) 5th edition book report - Essay Example The book also gives special attention to the treatment of numbers, statistical and mathematical data, tables, and figures to present data in reports or presentations. The manual is divided into nine sections that are further divided into sub-sections, each duly labeled with page numbers so that the user can quickly access the required information. The APA manual is a well organized and user-friendly book that guides writers in all aspects of writing a paper - starting from designing the research and evaluating the content to preparing the manuscript for publication. Some of the major points of the book are mentioned below: The most important point that is highlighted in the book is the position taken by the American Psychological Association on plagiarism. According to the APA (2001), it is important to ensure that psychologists do not present substantial portions of another’s work or data as their own, even if the other work or data source is cited occasionally. The entire book revolves around rules and conventions that have been set by the APA to ensure that the writer gives due credit to the authors of the sources that have been used in writing the paper. The two important items that help in referencing the sources in a paper and that have been addressed in detail in the book are (a) in-text citations, and (b) referencing. The manual guides writers in using parenthetical reference citations wherein the sources are briefly identified within the text using the author’s surname and year of publication enclosed in parenthesis at the point where the information is used (APA, 2001). These citations direct the readers to the reference section at the end of the paper, which provides the complete information of all the sources that were used in writing the paper. All the topics in the book are explained in such detail that

Assessment History Essay Example for Free

Assessment History Essay Then and Now: History of Assessments Used in Special Education In today’s world students are being diagnosed every day for multiple disorders. Over the history of special education both standardized (formal) and curriculum based (informal) assessments have been created and implemented to help make sure that students are receiving the proper support to help them meet their educational goals. Assessments within special education are implemented to determine a student’s strengths as well as pinpoint areas where they may need extra support and guidance. (Pierangelo Giuliani, 2007) The results of the assessments given to students will be used to decide if the student qualifies for special education services. The assessments used in the United States have developed in conjunction with special education services, to what we know and use today. This paper will outline the history of assessments administered in the United States, discuss how today’s application of assessment differs, and how these changes have impacted special education as a whole. History of Assessments The history of special education has evolved greatly over the years. Prior to the 1970’s there were very few individuals with special needs being served within the public school system. There were two federal laws passed in 1975 that would aid in the process of children enrolling in the public schools. The first law was Education for All Handicapped Children (EHA), this law requires that children of all ability levels receive the right to public education. The second law that played a key role in providing students with disabilities appropriate education is the Individuals with Disabilities Act (IDEA). The IDEA not only requires students with disabilities access to public education but that the school district provides personalized services (special education) for individuals who qualify. (Special Education News, 2013) The laws and legislative acts passed advocate for these students, making sure they receive free and appropriate education. As special education evolved over the years so did many of the tools used to assess students with special needs. Although â€Å"Interest in intelligence dates back thousands of years, it wasnt until [the early 1900’s that] psychologist. Alfred Binet was commissioned to identify students who needed educational assistance, that the first IQ test was born. † (Cherry, 2013). This type of assessment was a standardized test that measured the individual in areas such as their: skills, character traits, attitudes, knowledge, and educational measurement. As the special education field grew, the use of the Simon-Binet method spread quickly across the Western world. (Reschly, 2002). â€Å"Historically, educational assessment in the United States has been dominated by psychometric assumptions and approaches,† such as the Simon-Binet Scale. (McLaughlin Rouse, 2000). However, as time as the years have gone by the assessments and protocols used for special education have adapted and evolved. Today’s Assessment / Impact of changes In today’s world there are a variety of assessments and tools to choose from when working with and identifying students with special needs. These assessments fall under two categories, the first being standardized assessments, and the second being curriculum based assessments. The Binet scale, now known has the Stanford-Binet Intelligence scale has been adapted since it was introduced to educators in 1905, and is one of the many standardized assessment tools still used today. Although standardized tests are a great starting point for diagnosing students with special needs it should not be the sole contributor to the diagnosis of a student. Two main concerns when using a standardized test such as the Stanford-Binet scale are that it is culturally unfair and testing conditions and interpretation of test results influence how the student will do on the assessment. Often the standardized tests that are implemented within the school district have been created in the UK or the United States and are mainly designed to be used among white, middle-class children. Therefor if this test is used for any child outside of the specific target group it will be unfair and could lead to the misdiagnosis of students who need special education services. (Newton, 2009) â€Å"For example, if a student with limited English proficiency were assessed using an IQ measure where the directions are given in English, this students performance would likely be compromised based upon limited understanding of the instructions, resulting in a significant underestimate of the students true intelligence. † (GCU, 2013) It is  extremely important for educators to properly assess the students and to make sure we work with them in their areas of struggle prior to labeling them as needing special education. Since every assessment has its pros and cons it is a teachers responsibility to become familiar with their students and know what assessment would best fit their needs. Since there can be some limitations with standardized tests educators may want to explore various curriculum based assessments to aid in the process of identifying these students. One common curriculum based assessments that is used today is the Response to Intervention (RTI). RTI is a type of educational intervention that is implemented to provide students who are having difficulties extra assistance prior to referring them to a special education program. This informal assessment tool is a multi-level prevention system that helps students succeeds in their education. Teachers will follow RTI by monitoring the students’ progress on a regular basis, implementing evidence-based interventions of varying intensities depending on how the student is responding. (NCRTI, 2010). Curriculum based assessments such as RTI have many benefits to students and Educators. Educators today may choose to use these types of assessments because it allows them to be proactive about the problem at hand, they are easy to implement into a classroom routine, if interventions are successful the child will be brought back up to grade level without needing special education services. (Wilmshurst Brue, 2013) Conclusion The assessments and protocols developed throughout the history of special education have evolved and implemented to benefit the students, as well as special education as a whole. Each assessment and intervention has been created to aid educators in the process of serving their students to the best of their abilities. School systems went from using one assessment tool to identify and work with students with disabilities to having a vast selection to choose from. Both formal and informal assessment tools used by educators in today’s society aid in the process of diagnosing and helping students who qualify for special education services. Although, there are some assessment tools that may be better than others, each one will have their pros and cons. Educators can create and use assessment tools that reflect what we know about the student and their learning abilities. The educators and their school districts â€Å"can do so by building on what we have learned during the past decade, and ensuring that the process and outcomes of their approach to alternate assessment are transparent and subject to review, stand up to both technical and ethical scrutiny, push practices and outcomes in the expected and desired directions, and can be improved through data-based oversight over time. † (Quenemoen, 2008). Educators will have to use the best judgment and knowledge to decide what assessment(s) will best work for them. Whether educators use one assessment or a variety of assessments, the main objective is to give the student the best chance to succeed in their education and assist them in becoming functioning members of our their community. References Cherry, K. (2013). History of Intelligence Testing. Retrieved from: http://psychology. about. com/od/psychologicaltesting/a/int-history. htm Grand Canyon University. (2013). Types of Evaluation. Received from: www. my. gcu. edu McLaughlin, M. Rouse, M. (2000). Special Education and School Reform in the United States and Britain. New York, NY: Routledge. Newton, C. (2009). Problems with IQ and Psychometric Assessment. Retrieved from: www. inclusive-solutions. com/word/IQ_Problems_Jan. doc? NCRTI. (2010). Essential Components of RTI. Retrieved from: http://www. rti4success. org/ Pierangelo, R. Giuliani, G. (2007). Understanding Assessment in the Special Education Process. Thousand Oaks, CA: Corwin. Quenemoen, R. (2008). A brief history of alternate assessments based on alternate achievement standards (Synthesis Report 68). Minneapolis, MN: University of Minnesota, National Center on Educational Outcomes. Retrieved from: http://www. cehd. umn. edu/NCEO/onlinepubs/Synthesis68/Synthesis68. pdf Reschly, J. D. (2002). Change Dynamics in Special Education Assessment: Historical and Contemporary Patterns. Peabody Journal of Education, V77 n2 p117-36. Retrieved from: http://owl. english. purdue. edu/owl/resource/560/10/ The History of Special Education in the United States. (2013). Special Education News. Retrieved from: http://www. specialednews. com/the-history-of-special-education-in-the- united-states. htm Wilmshurst, L. Brue, W. A. (2013). Advantages of Response to Intervention. Retrieved from: http://www. education. com/reference/article/advantages-rti/

Internet and Books Essay Example for Free

Internet and Books Essay In today’s modern world, technology has a great influence on our life and time. Back in the early 19th century, when electronic devices had not been invented, the population could only use printed word such as books, posters, newspapers or magazines, to gather information. Later, in the mid 20th century, the use of computers, televisions and radios helped people to know about the incidents happening all around the world, more easily. Now, in the 21st century, the creation of internet and other devices to access it has helped us to attain gigabytes of information, just with the click of our mouse. The internet has made it possible for us to acquire answers for almost all of the questions that we ask, and has alleviated the access to information to almost every topic imaginable. Firstly, internet helps to save time and effort. All you need to do is type in your question and click SEARCH. It can give an answer to almost every question type in, and it is usually very quick, speedy and fast. On the other hand, using books or other printed texts can waste time, as you need to find the appropriate book and then search for the information you need from it. For example, while searching for a book in the library, you waste time trying to reach there, and even more time trying to find the book you need. Despite this, time is also lost when you try to find the information that is useful to you from the book. Whereas the internet acts as a filter that sieves out all the data you need, in a span of seconds. However it can be argued that using electronic devices can cause distractions and disturbances. Using the internet can divert your attention to some other unrelated site and will cause you to waste time. For instance, you may login to facebook or twitter, or check your mail instead of researching and using the time well. On the contrary, you cannot be easily distracted in a library where silence is preferred, and is filled with people who want to work. But if the internet is used properly, and if the person has a self control over himself the internet has more advantages comparing to printed texts. So in short internet can be a time-saver only if used wisely. Alternatively, the internet can sometimes provide us with unreliable information. It is like a blank page in which people are allowed to post whatever they want, and sometimes even the wrong information. As exemplified by blogs, in which anyone can post their opinions and views on a topic, the internet can be a source of unreliable and inaccurate information as it contains the judgement of different individuals and not the actual facts. On the contrary, printed texts can be a great source of reliable information. Books are written by experienced authors who have researched well about the topic themselves before publishing it. A library can assure you that the book in your hand is dependable and trustworthy. In spite of being unreliable, internet can provide us with up-to-date data. It offers information on the most recent discoveries and inventions, the latest cars or other products and about the contemporary incidents and happenings all around the world. However once a book is published, any recent findings cannot be added to it. There are always new developments in the field of health, science, technology and politics that the library simply cannot keep up with. Therefore, the internet can provide us with the latest news about our modern day developments and can be dependable only if used properly by checking the sources of a particular website. Thirdly, glaring at a screen for a long period of time can cause various eye and back problems. Computer vision syndromes like eye strain and cataracts are caused by glaring at the computer screen for prolonged periods. Millions develop a condition called ‘dry eye’, resulting in gritty, itchy, inflamed eyes, due to staring at the screen for hours. The light from computer screens can cause drastic problems to your eyes, and sometimes even partial blindness. Unlike computer screens, books can be very easy to read as they are just words printed on paper. However there are many solutions to prevent the damage caused to eyes by computer screens. Screen filters can be bought to reduce the amount of light radiation hitting our eyes. There are also many softwares that can transfer the information audibly or with the help of videos, and do not require data to be read. Regular breaks, and turning away from the screen constantly can also help in avoiding eye and back problems. Usually, there is an option to zoom in, which enables people to read easily. Unlike computers, books cannot be zoomed in, when the letters are too small to be visible, causing eye problems as well. So the problems caused by glaring at computer screens or reading the small printed texts in books, can be reduced by taking regular breaks and exercises, as anything in excess is not good for our health. Moreover, a lot of paper is wasted in the creation of books and magazines. Deforestation, being one of the greatest threats that humans are facing today, is increased by the production of paper in books. A few sheets of paper could be worth one tree. Hence the number of trees is reducing day by day. Obviously, trees are vital for our living as they are the natural producers of food. Deforestation not only causes scarcity of food and other resources, but also results in the rise of the earth’s temperature, causing global warming. In contrast to books, modern technology like mobile phones, computers or tablets does not harm the environment to a very great extent. In the case of computers the energy used is electricity, which is renewable and can be created again and again. The internet is a huge database, and more information can be adjoined into it, very easily. However books are created from sheets of paper, and if the number of books increase, then the level of deforestation can increase correspondingly. To reduce the destruction of the earth’s forests by deforestation, paper should be recycled and not wasted. Instead it is much easier to use the help of modern technology that functions with the help of renewable energy, which does not have a great impact on nature. Therefore modern electronics has made it possible to overcome a huge problem to the environment. In conclusion, modern technology has many positive uses; it has made the world a smaller place by allowing us to contact individuals all around the world, many electronic devices are very cheap making it affordable to all and has also allowed people to find out about the news and incidents happening all around the world. But every good has some bad, and the extensive use of technology can be harmful to our health. I strongly believe that modern technology has been very helpful and useful to the human population. It has eased our access to information in very sustainable manner, and has connected the world together.

Infection Control Is A Contentious Issue In Modern Healthcare Nursing Essay

Infection Control Is A Contentious Issue In Modern Healthcare Nursing Essay The aim of this essay is to discuss the importance of infection control. The essay will begin by looking at the prevalence of infection. This will be followed by a discussion of the infection control measures in place to break the chain of infection whilst evaluating the problems of implementing the various techniques in practice. Reference will be made to wide range of literature which will support arguments and demonstrate evidence-based practice. The essay will then conclude and offer recommendation for future practice. With the outbreak of antibiotic resistant infections, infection control is becoming a major concern for health organisations all over the world (Department of Health (DH), 2003). Generally between 4 and 10 % of patients hospitalized in a more economically developed country, such as the United Kingdom (UK), the United States of America (USA) or Australia, develop a hospital associated infection during their time in hospital (DH, 2003). Currently, the DH (2003) estimates that one in ten NHS patients will contract a healthcare association infection whilst staying in an NHS hospital thus giving the UK one of the highest rates of healthcare associated infections in the western world. As well as significantly raising healthcare costs and lengthening hospital stays, it is estimated that hospital associated infections cause 25,000 patient deaths every year (Borton and McCleave, 2000). Although these facts and figures may seem daunting, the situation can be improved by implementing a number o f simple measures to break the chain of infection and prevent hospital associated infections occurring. Huband and Trigg (2000) explain that for a nosocomial (healthcare associated) infection (HAI) to occur there must be a susceptible host, an infectious agent and a means of transmission from the source of the infectious agent to the susceptible host. If any of these components are not present the chain of infection is broken and an infection cannot occur (Mallik et al, 1997). The susceptible host is perhaps the hardest part of the chain to control since patients are generally admitted to hospital as a result of an illness or injury which often leaves them more vulnerable to infection. As well as patients who are immunologically compromised because of illness or injury, there are also patients who are more vulnerable just because of their circumstances. The elderly and the very young (children of a gestational age of less than 32 weeks) are at a high risk because their immune system is not yet fully developed (Huband and Trigg, 2000) and patients undergoing immunosuppressive treatment, or who have an immunosuppressive illness such as human immunodeficiency virus (HIV), may struggle to fight off infections (Hockenberry et al, 2003). Although this means that there will almost always be a susceptible host present, there is still a lot healthcare professionals can do to protect vulnerable patients. Measures are in place to assess each patient individually to uncover their needs and equip nurses with the correct information to produce a protective care plan. One of the areas in contention, especially in the media is the hygiene practices in hospital and by staff and how they contribute to the problem of HAIs (REF). Nurses actions account for roughly 80 percent of the direct care patients receive and usually involves personal and intimate care activities (REF). As such, the chance of infecting a patient with an avoidable HAI is as high as ten percent and some of the infections will be caused by microbes present on the hands of those providing care (REF). Evidence from a review conducted by Pratt et al (2000) concludes that in outbreak situations contaminated hands are responsible for transmitting infections. This is supported by evidence presented in NICE (2003) infection control guideline. The act of hand hygiene however, is simple but effective against the possibility of cross-contamination between patient-patient or indeed from nurse to patient and vice versa. In a non-randomised controlled trial (NRCT) a hand washing programme was introduced and in the post intervention period respiratory illness fell by 45% (Ryan et al, 2001) A further NRCT, introducing the use of alcohol hand gel to a long term elderly care facility, demonstrated a reduction of 30% in HAI over a period of 34 months when compared to the control unit (Fendler et al, 2002). One descriptive study demonstrated the risk of cross infection resulting from inadequate hand decontamination in patients homes (Gould et al, 2000). Despite these findings and hand hygiene being a simple procedure and the rates of compliance should be high; the evidence points to the contrary (REF). A study conducted by Jenkins (2004) found that even when staff did perform hand hygiene 89% missed some part of their hands.   In a nother study Parini (2004) reported that work pressure reduce opportunities for effectively hand hygiene in between procedures or patient handing. Expert opinion however, is consistent in its assertion that effective hand decontamination which refers to the process for the physical removal of blood, body fluids, and transient microorganisms from the hands, i.e., handwashing, and/or the destruction of microorganisms, i.e., hand antisepsis (Boyce and Pittet, 2002), results in significant reductions in the carriage of potential pathogens on the hands and logically decreases the incidence of preventable HAI leading to a reduction in patient morbidity and mortality (Boyce Pittet, 2002; Infection Control Nurses Association (ICNA), 2002). Therefore, as an infection control measure hands should be washed before and after each patient contact and before every episode of care that involves direct contact with patients skin, their food, invasive devices, following removal of gloves or dressings (iCNA, 2002; NICE, 2003; Jamieson et al, 2002). This may be a full hand wash, using liquid antibacterial soap and water or alcohol rubs (Nicol et al, 2003). A full hand wash should be carried out before placing gloves on the hands; when the hands are visibly soiled; after contact with contaminated materials, e.g. linen; when performing an aseptic technique; before handling food; after using the toilet and before leaving the ward (Parker, 2002). The NHS Quality Improvement Scotland (2003) and NICE (2003) contend for hand washing, to be reliable, it should take about 20 seconds and should follow the standardised hand washing techniques. Both surfaces of the hands should be washed thoroughly, taking particular care of areas that are usually missed, for example, nail beds, back of thumbs and in-between fingers. The hands should be wetted first, the soap applied and used to wash the hands, then with the hands bring rinsed in clean water and thoroughly dried with disposable paper towels (Stewart, 2002). Hot air dryers or re-usable towels should not be used in the clinical setting as studies have shown the increased contamination after drying, or with the hand dryers, the lack of drying (Parker, 2002). The taps should be turned off with elbow or wrist or in the case of normal taps, a paper towel (Clark, 2004). Part of modern day hand hygiene procedures now include alcohol rubs which are in widespread use as they are easily used and are effective in destroying the transient microbes found on the hands. They are usually used between hand washes and require no water or paper towels as the alcohol evaporates very quickly. Myers Parini (2003) explains most contain an emollient to ensure that constant use of the alcohol does not cause skin problems. Alcohol gel rubs however, are not a substitute for hand washing as they are ineffective if used on hands contaminated with body fluids or excreta (Nicol et al, 2003). It also has been shown that without washing the hands regularly when using alcohol rubs causes a build-up of emollient on the hands, which means that the alcohol becomes less effective at killing the transient bacteria (Girou et al, 2002). Kampf and Loffler (2003) showed the use of antimicrobial soap and water along with an alcohol gel sanitizer was the most effective at reducing the n umber of transient microbes, over 99.99 percent, compared with just fewer than 99.0 percent for antimicrobial soap and water alone, and 99.46 percent for just alcohol gel sanitizer. This highlights the fact that the use of only alcohol gel or hand washing alone still leaves a risk of contamination, albeit a negligible one. As part of any infection control measure NICE (2003) recommendations the use of personal protective equipment (PPE) by healthcare personnel in primary and community care settings which includes the use of aprons, gowns, gloves, eye protection and facemasks. Under the Control of Substances Hazardous to Health Regulations (Health and Safety Executive, 2002), all healthcare professionals caring for patients are required to make proper use of PPE provided. Correct use of PPE is a key measure in preventing the spread of infection. ICNA (2002) states disposable aprons and gloves reduce the number of micro-organisms on uniforms, clothing and hands, but do not eliminate them. Gould (2010) contends that disposable gloves and aprons should be worn for all contacts with patients with MRSA, but this according to Bissett (2007) is not an excuse for ineffective washing of hands, as hands should be washed even when gloves have been worn. Gloves cannot be guaranteed 100% impervious (Clark et al 2002 ). Gloves sometimes leak or may tear, especially with prolonged use, and the hands may become contaminated as they are removed (DH 2008). In addition, safe removal of aprons is very important: Aprons must be removed by breaking the ties and rolling the apron inwards to prevent scattering of skin flakes and organisms. Infection control also relates to the clinical environment. Studies have confirmed that large numbers of bacteria are present in the surrounding environment and that symptomatic carriers contribute to the spread of infection (Mutters et al 2009). The isolation of patients with suspected or confirmed infections such as particularly meticillin-resistant Staphylococcus aureus (MRSA) and Clostridium difficile (C. difficile) in a side room is strongly recommended (DH, 2007; Health Protection Agency (HPA), 2009). Masterton et al (2003) in a joint UK working group reviewing hospital isolation facilities recognised that although isolation may be requested regularly, it is not always possible. Similarly in a prospective study conducted in a large UK hospital over 12 months, approximately one in five requests for patient isolation was not met for a number of reasons, including lack of facilities (Wigglesworth and Wilcox 2006). Hence where isolation facilities are not available, patients should be cohorted (DH and HPA 2009). Isolating patients conversely has some element of psychological risks, for example anxiety, depression and feeling of loss of choice (Gammon 1998) and is something that the nursing staffs need to be aware of and assess regularly. Specific local infection control guidelines should also be readily available to help support nurses and other healthcare professional carry out effective environmental decontamination. Bacteria can survive on surfaces, so common sense indicates that, if the environment is kept clean, the bacterial load will be reduced (Bissett, 2006). Gould et al (2007) points out that transmission of infections such as MRSA can also take place from environmental reservoirs of the bacteria, including bedpans and urinals contaminated with spores. Hence, patient equipment hygiene is another important aspect of infection control in preventing the risk of spread infection. Although this list is not exhaustive, nurses caring for patients should ensure clean hoists, slings, baths, cot sides, toilet seats, commodes and bed pan holders after each use. Lockers, bed tables and chairs also need regular cleaning. According to WHO (2009) all care equipment must be treated in the same way. NICE (2003) states widely available approved detergent wipes are useful for cleaning and MRSA prevention. Disinfectants are not cleansers, so equipment needs to be cleaned with a detergent first, unless a sanitizer that combines both cleaning and disinfectant properties is available. Local guidelines on clearing up spillages of blood and body fluids should also be followed, remembering to wear aprons, gloves and eye protection (if required) to ensure safety and reduce the risk of infection for the person cleaning up the spillage. Nurses working in both hospitals and community settings should be aware of the growing threat of HCAI such as MRSA and acknowledge the need for universal precautions when nursing patients with this form of infection. Moreover, infection control departments have a clear responsibility to provide staff in clinical areas with information on infection control policies and procedures. It is imperative that all nurses and other healthcare professionals are made aware of the existence of such policies and procedures (NICE, 2003). Registered nurses must be aware that they may be in breach of the NMCs Code of Professional Conduct (2004) specifically clause 1.4: You have a duty of care to your patients and clients, who are entitled to receive safe and competent care. Meaning should a nurse fail to take appropriate precautions when dealing with a patient, for instance disregard for hand hygiene procedures the nurse may be liable for disciplinary procedures by the NMC. This may make nurses more aware of their responsibility with regards to HCAI such as MRSA and infection control. DH (2008) argues staff must take a pro-active rather than a reactive approach to the barriers that they face with implementing infection controls procedures such as hand hygiene. Nurses must ensure that the materials needed are readily available and others can be sourced if the need arises and that their training on infection control is up-to-date (RCN, 2000). In conclusion, MRSA with its antibiotic resistance has become one of the major challenges to the scientists and researchers in the health and medicine sector since the 1990s due to the increase rate of the number of inpatients who have caught infection due to cross infection. It is integral for nurses, other healthcare professional and visitors to follow the various precaution measures set out according to the hospital policies, procedures and guidelines as this will assist in the prevention of the transmission of MRSA.   The high numbers of HCAIs are putting patients lives and well being at risk and it also have significant implication on the NHS finance and resources. For this reason there is a clear need for nurses and other healthcare professionals to work collaboratively to tackle infection such as MRSA if infection rate are to fall.   Improving nurses knowledge of the cycle of infection in MRSA is one step in helping to prevent and control this infection. This may be in the form of education and training on the aspects of infection control, with constant up-dates on the current issues that are supported through evidenced-based practice (NMC, 2008). This will not only improve practice and assist in the appropriate use of resources but will also contribute towards to ensuring HCAIs do not reach epidemic proportions. The barriers to adequate hand hygiene are apparent, these must be overcome to ensure that Hospital Acquired Infections do not reach epidemic proportions, and as a result there are implications to nursing practice that must be met (Simpson, 1997). This may be in the form of education and training on the aspects of infection control, with constant up-dates on the current issues that are supported through evidenced-based practice (RCN, 2004). This will not only improve practice and assist in the appropriate use of resources but will also contribute towards nurses professional profiles for PREP requirements (NMC, 2004). Infection control departments have a clear responsibility to provide staff in clinical areas with information on infection control policies and procedures. It is imperative that clinical staff are made aware of the existence of such policies and procedures (NHS Quality Improvement Scotland, 2004). Registered nurses must be aware that they may be in breach of the NMCs Code of Professional Conduct (2004) specifically clause 1.4: You have a duty of care to your patients and clients, who are entitled to receive safe and competent care. Meaning should they fail to take appropriate precautions when dealing with a patient, for instance disregard for hand hygiene procedures they may be liable for disciplinary procedures by the NMC. This may make nurses more aware of their responsibility with regards to infection control. Staff must take a pro-active rather than a reactive approach to the barriers that they face with hand hygiene. They must ensure that the materials needed are readily available and others can be sourced if the need arises and that their training on infection control is up-to-date. (Scottish Executive, 1998).