MAC Brand Analysis Essay Example for Free

MAC Brand Analysis Essay 1.0 Introduction The cosmetic industry is very competitive industry where product benefits and brand image are keys to success. The purpose of this report is to present an analysis of the brand M.A.C and its product lipstick with focus on T-C-B and I-D-U analysis, a clear positioning statement and target audience (s) including brand loyalty categories. The purpose at the end of this assignment is to have an understanding of what objective M.A.C needs to focus on for a creative strategy in the second part of this assignment. 2.0 Brand Product Description The type of product selected for the positioning exercise is lipstick; the specific brand selected is M.A.C cosmetics owned by Estlee Lauder Corporation. It is noted that â€Å"lipstick† is a product description and is not owed but the company thus demonstrating M.A.C is one brand corporation. To determine if M.A.C has a strong market positioning within the women’s cosmetic industry particularly with their lipstick product both secondary research (trade publications) and individual â€Å"depth† interviews were conduct (see Appendix A ), and will be used for evaluation and conclusion. 3.0 Analysis The tools/models used for determining M.A.C’s market position were T.C.B IDU models. The T-C-B model was used as a baseline for a serious of questions to guide a particular set of respondents that M.A.C caters for and is aiming to achieve a strong market position in this select category. 3.1 T-C-B 3.1.1 The Target Customer (T) Positioning The primary target demographic for any brand of lipstick is female. The types of consumers that are interested in bold colour selection, wanting to feel sexy and fashionable and want a lipstick that fit into their own personal style are M.A.C’s target audience. Thus the respondents used for this analysis are young fashionable conscious individual who seeking a look without compromising on the fashion trends. 3.1.2 The Category need (C) Positioning There are many needs that the product lipstick needs to satisfy to the consumer. The general needs that all lipstick must fill are coverage or â€Å"staying power† and hydration (lips not drying out) this was concluded form appendix A. The needs that M.A.C lipstick specifically fills can be divided into physical needs and the emotional needs. The most important physical needs as identify by â€Å"in-depth interviews† were a good range of colours and appealing packaging. The most important emotional needs stated through in depth interviews were the social and individual needs. 3.1.3 Benefits (B) Positioning To conclude that the following Key benefits were important to M.A.C target audience and the company and fill the category needs were drawn from the various responses from the in-depth interviews. These benefits are a â€Å"way in† to increase and maintain the target market (T). M.A.C fills the physical need being the large range of colours of lipstick by having the largest range of lipstick colours with 136 shades in their permanent collection not including the releases of new limited every few week. Compare to Bobbi Brown have only 36 shades in their permanent collection and Chanel which has 67 shades this was discovered through secondary research and by confirming this with in-depth interviews.When comparing the pictures of various packaging of different brands of lipstick in the in-depth interviews stimuli used to help identify benefits of the lipstick category to understand the various competing it was concluded that M.A.C packaging as describe by the respondents as simple , plastic/glass, eye-catching, chic, stylish and high product. Social needs is satisfied by belonging to a group. M.A.C associates itself with fashion, prestige beauty and youth culture and markets their product through testimonials and word of mouth via fashion shows and celebrities. Consumers who use M.A.C lipstick are â€Å"automatically† introduced to the M.A.C culture and their social need is satisfied. The need of individual is the biggest focus of M.A.C lipstick. An individual may have a need for self-expression and this is expressed by fashion and style. M.A.C realised that it could satisfy this need by simple product packaging made of plastic or glass; products have straight forward names and trend setting colours. 3.2 I-D-U Analysis 3.2.1 Central versus differentiated benefit positioning M.A.C lipstick adopts differentiated positioning on at least one important benefit. For instance M.A.C is functionally different bright range of colours and its target user is â€Å"individualists who express through fashion†. Rather than central positioning as the women’s industry is so competitive and to be successful M.A.C lipstick positioning will deliver better results for the corporation. As M.A.C lipstick is not seen as the consumer as â€Å"best of its kind† through in-depth interviews. 3.2.2 Emphasized benefit: Instinctual, archetypal, emotional or rational The benefit to be emphasized as the key benefit of M.A.C lipstick is the large range of colours to select from. This is emphasized as an both a functional benefit and emotional benefit proposition and uses type 2 of emotion. As M.A.C lipstick uses the strong appeal of being fashionable and sexy with a large range of colours to choose from as a transformational positive ending motivating emotion as evidence by the in-depth interviews. 3.2.3 Entry-tickets benefits The benefits what the consumer expects for M.A.C is to have a large range of colour for being a lipstick product category. However the consumers of M.A.C lipstick are told that M.A.C lipstick have the biggest range of colours through the professional make-up artist as employees through the M.A.C social network (twitter, Facebook) It was concluded that M.A.C lip colour range is the key benefit that make M.A.C should focus on promoting to the target consumer as it is the closes to the â€Å"ideal brand in that benefit when comparing 5 other brands. M.A.C clear delivery of the range of lip colours and their uniqueness set them apart from other brand. 4.0 Positioning Statement Target audience 4.1 Positioning statement Determine the positioning statement for M.A.C from the TCB and IDU analysis the findings from the brand analysis are the following; The competitors of M.A.C are not just the leaders in women’s cosmetics lipstick but range from all companies that have a stake in the cosmetics industry. A perceptual map was devised from the in-depth interviews for an easy diagram showed all the competitors. (Appendix) These are all the competitors that must be taken into consideration when developing the positioning statement. Using the Rossiter-Percy-Bellman Grid it is establish that the product is acceptable in the low involvement, transformational sector this was further confirmed with the in-depth interviews. The attribute that were important to the consumers when evaluating the product of women’s lipstick these were discovered as; fashionable, sexy, range of colours, smoothness, staying power and hydration these where then rank or delivery and uniqueness by the top 5 main competitors and no-brand as all the other competitors see appendix B and C. Based on the IDU analysis and consumer research see appendix A, B C it was determined how each competitor is positioned in the vision of the consumer. The top two main competitors of M.A.C were to be considered as Chanel and Bobbi Brown based on both higher end pricing and a large colour option pallet and are to be consider the leaders in the women’s cosmetics:- lipstick industry. So M.A.C needs to offer the consumer something very unique in the positioning statement to have brand differentiation to increase and maintain the target market. The various factors that distinguish the M.A.C consumer and their lifestyle, their purchase motivations and their different attributes that are important to them were concluded from the research (Appendix A). The positioning statement:- M.A.C is the women’s cosmetic brand that provides consumers lipstick to women who are 18-30 and belongs to the socioeconomic class of middle-high (T), M.A.C lipstick satisfies the need of self-expression in every women to be fashion forward and be accepted in the M.A.C culture (C) M.A.C’s benefit intention is to have the largest selection of lip colours, the most fashion forward of its kind in the industry and be artistic and creative for all women. (B) M.A.C needs to constantly work on their positioning statement to increase their brand market share via T-C-B I-D-U brand analysis by doing this the company can always increase the perceived delivery of the M.A.C lipstick. 4.2 Target audience The target audience should be broadly described as 18-35 female in the middle-high social economic class. These are the follow segments that M.A.C is enter in with their differentiation marketing. M.A.C divides the market of their lipstick product into demographic segmentation being female and a specific age group because over 90% of their users belong in this specific category. However the product is not limited to this demographic segmentation. M.A.C furthermore divides the market on the basis of personality being fashion forward, artistic and creative which is a form of psychographic segmentation. The buying situations in which target market purchase M.A.C lipstick (that were discovered form in-depth interviews) where; outlets both direct through online shopping and in-store department store (David Jones), benefits sought as in the large colour range M.A.C product provides.. The consumers of M.A.C lipstick are brand loyals, however they can be routinized favourable brand switchers as well this is due to the positioning of M.A.C lipstick in the Rossiter-Percy-Bellman grid.

The use of symbolism in rappaccinis daughter Essay -- essays research

The use of Symbolism in Rappaccini’s Daughter Nathaniel Hawthorne’s work is unique. His writings are full of subtle imagination, analysis, and poetic wording. His short stories are known for their originality and for their ability to provoke the reader’s thoughts. Although a large portion of his stories are allegories, Hawthorne’s preference is to draw more heavily on symbolism (Pennell 13). His use of symbols adds depth to his stories and helps to reveal different aspects of his characters. In Rappaccini’s Daughter, Hawthorne uses symbolism to create a modern day tale of Adam and Eve in the Garden of Eden. There are two settings for this story. The first and main setting is an eye appealing garden next to Giovanni Guasconti’s room which is located in Padua, Italy. This garden is used in this story as a symbol for the Garden of Eden. The garden is described by Hawthorne in such a way that the reader can almost picture a garden that is alive with vibrant colors and an array of flowering plants and shrubs. There are a variety of types of plants and herbs growing in the garden. Some of the plants are vines, some are growing in decorative urns, and some have grown wild until they were wrapped around statues (2217). The entire garden was â€Å"veiled and shrouded in a drapery of hanging foliage† (2217). The plants in the garden â€Å"seemed fierce, passionate, and even unnatural† to Giovanni (2225). Some of the plants in the garden â€Å"crept serpent-like along   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   the ground† (2217). In the middle of the garden is a marble fountain. While it is in ruins, it is â€Å"sculptured with rare art† (2217). The fountain continues to flow and provide water for the plants of the garden. This fountain is comparable to the tree of life and the river that waters the Garden of Eden (Norford). Giovanni associates this fountain as an â€Å"immortal spirit† (2217). The shrub with the purple flowers that is growing at the base of the fountain can be equated to the tree of knowledge of good and evil in the Garden of Eden (Norford 179). Within both gardens, the fall of man takes place. In Eden, it is the fall of... ...od created Eve as a mate for Adam so that he would not have to be alone. Rappaccini feels he has given Beatrice and Giovanni a marvelous gift. He is proud of the fact that he has given Beatrice and Giovanni the power to keep the outside world away (Kloeckner 335). Similarly, God gave Adam and Eve the wonderful gift of everlasting   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   life. Throughout the story, Hawthorne shows a pronounced respect for Rappaccini’s intelligence. In the Garden of Eden, Adam and Eve lost their innocence and their purity when they did not listen to God. When they ate from the tree of knowledge of good and evil they disobeyed God. This was a direct result of pride. In Rappaccini’s Daughter, innocence and purity are taken from Beatrice by the conflict between Dr. Rappaccini and his adversary Professor Baglioni. Innocence is lost for Giovanni through his involvement in Beatrice’s death (Pennell 61).

Writing Prompts

Do you agree or disagree with the following statement? Parents are the best teachers. Use specific reasons and examples to support your answer. Children spend a lot of time watching television. Have you thought much about the programs and advertisements you watch. Can you tell the difference between what happens on television and what is real? Write a passage that demonstrates that you do know the difference. Customizing the Questions You can modify the questions by changing the audience. I've generally focused the writer's attention on writing a letter to the editor of a local community newspaper or the school paper. You can modify the assignment by asking students to write a letter to the principal, to a teacher, to the school board, to the governor, to a state senator (or similar politician), to the city board, to their classmates, to the PTA president (or other officers), and so on. College students might write to students attending the high school that they graduated from. 1. [School Uniforms] There has been a problem in local schools with discipline and violence. Your school board has decided to institute a school uniform policy in order to cut down on these problems, based on the positive examples that they have seen at other schools. What is your position on this issue? Write a letter to the editor of your local newspaper stating your position on this issue and supporting it with convincing reasons. 2. [Locker Searches/Personal Searches] The principal at your school has instituted random locker and backpack/bookbag searches to check for guns, knives, and other weapons. Anyone caught with these weapons will be immediately suspended. The principal argues that the random searches will not only guard against illegal weapons at school but will also will help students feel safer. What is your position on this issue? Write a letter to the editor of your local newspaper stating your position and supporting it with convincing reasons. 3. [Too Much Homework] Some of the parents at your school have started a campaign to limit the homework that teachers can assign to students. Teachers at your school have argued that the homework is necessary. What is your position? Write a letter to the editor of your local newspaper stating your position and supporting it with convincing reasons. 4. [Censorship] Your local public library has come under criticism for allowing patrons under the age of 18 to check out books that are unacceptable. The books are either explicit, describe graphic violence, or use questionable language. Most recently, a high school senior checked out James Joyce's Ulysses. The student's parents did not approve of the student reading the book and complained to the town council. As a result, the council is considering removing all questionable books from the library. What is your position on this issue? Write a letter to the editor of your local newspaper stating your position and supporting it with convincing reasons. 5. [Litter] A litter problem has developed on your school's campus. Students are throwing trash on the ground, leaving empty soda cans and bottles outside on benches, and dropping napkins and other trash on the cafeteria floor rather than carrying them to the trash can. Your principal has asked students to take more care, but the litter problem persists. The principal has reacted by canceling all after-school activities until the problem is taken care of. What is your position on this issue? Write a letter to the editor of your local newspaper stating your position and supporting it with convincing reasons. 6. [New Highway Exit] The state has created a plan to add a second highway exit to help shoppers access a busy shopping mall. The only problem is that the new exit will move the access road 500 yards closer to a near-by elementary school. Teachers and parents at the school complain that moving the road closer will increase noise at the school and provide unnecessary distractions. The state planners have included privacy fences to help cut down on the problems, but the protesters are unsatisfied. What is your position on this issue? Write a letter to the editor of your local newspaper stating your position and supporting it with convincing reasons. 7. [Computers in the Classroom] As part of a new technology initiative, your local school district is increasing the number of computers in every school. The district plan provides for two computers in every classroom. Teachers at your school are lobbying instead to place all the computers together, creating two computer-based classrooms so that all students in a class can work at the computers together, rather than only one or two students at a time. The district is worried about the additional cost of creating and maintaining these special classrooms and is concerned about how access to the classrooms can be provided fairly and efficiently. What is your position on this issue? Write a letter to the editor of your local newspaper stating your point of view and supporting it with convincing reasons. 8. Bilingual Education] As part of a proposed educational initiative in your state, local school districts are responsible for providing required courses in both English language and Spanish language in order to increase the success of their programs. Because your state has a large population of Spanish speakers, the state education department believes that teaching these students in their first languag e will help them learn better and more quickly. Because of the limited budget, however, the local school board is concerned that they may not be able to provide the additional teachers or training needed for this program. They fear that they will lose state funding and accreditation even though 90% of the district's students pass their achievement tests on the first try. What is your position on this issue? Write a letter to the editor of your local newspaper stating your point of view and supporting it with convincing reasons. 9. [Grade Scale Change] One of the biology teachers at your school has decided to change from a ten-point grade scale (100 to 90 is an A, 89 to 80 is a B, etc. ) to a seven-point grade scale (100 to 93 is an A, 92 to 85 is a B, etc. ). The teacher is trying to encourage students to put more effort into their classes by raising the requirements. What is your position on this issue? Write a letter to the editor of your local newspaper stating your position and supporting it with convincing reasons. 10. [Online Schools] The state department of education has provided funding for an experimental online school. All the classes will take place on the Internet, using email, online chat, and the world wide web. The students taking classes at this new online school will never meet each other face-to-face. They will only interact online with each other and with their teachers. The state is hoping this program will provide fairer educational access to students in outlying, rural areas. Opponents of the program argue that because of their lack of interaction with other students in a traditional classroom, the students who attend this online school will not develop the social skills that should be a component of their education. What is your position on this issue? Write a letter to the editor of your local newspaper stating your position on this issue and supporting it with convincing reasons.

The Adventures of Huckleberry Finn by Mark Twain - 628 Words

Transcendentalism can be observed throughout the text of The Adventures of Huckleberry Finn and through the text textbook examples of Transcendentalism can be seen from the cast of characters and Huck himself and the situations/adventures that he gets himself into throughout his journey, a journey which enables him to develop his Transcendental ideals.. Transcendentalism is a vital part of The novel The Adventures of Huckleberry Finn. By reading and studying the content of the Adventures of Huckleberry Finn it is perceived that Transcendentalism is a prevalent influence that can be attributed to plot and the motivations of the Protagonist. Transcendentalism is an idealistic,philosophical,and social movement that developed in New England around 1836. It taught that divinity pervades all nature and humanity and that by experiencing nature one could experience divinity. A Transcendentalist is someone who lives outside the confines of societys rules, finding inspiration and meaning through experiencing nature. Transcendentalism rose as a reaction against 18th century rationalism,sensualism ,and calvinism, it is composed of a variety of ideals spanning from Hindu texts and other such various religions. Several authors came about that influenced and pushed the transcendental movement to progress and evolve past what it originally was, among them being Ralph Waldo Emerson, (who is credited with pushing Transcendentalism to become a major cultural movement) and other suchShow MoreRelatedThe Adventures of Huckleberry Finn by Mark Twain830 Words   |  3 PagesThe Adventures of Huckleberry Finn by Mark Twain is â€Å"A Great A merican Novel†, because of its complexity and richness. Twain writes dialogue that brings his characters to life. He creates characters with unique voice and helps the reader connect to the book. 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The novelRead MoreThe Adventures Of Huckleberry Finn By Mark Twain810 Words   |  4 PagesBefore Mark Twain started to write two of his most famous novels, The Adventures of Tom Sawyer and Adventures of Huckleberry Finn, Mark was known to use his characters to display his own thoughts and opinions. â€Å"This device allowed him to s ay just about anything he wanted, provided he could convincingly claim he was simply reporting what others had said.† (Twain, 1283). Mark Twain used this process to be a foundation of his lectures, by manipulating his popularly with his readers. During the story

Napoleon III The Pragmatic Emperor - 2436 Words

The final defeat of Napoleon Bonaparte at Waterloo and the collapse of the French Empire left a bittersweet mood in France. Many, tired of the long war and declining morale, welcomed a fresh start. Others, however, missed the sweet taste of empire and detested defeat and the foreign dissection of French territory. In exile, the Bonapartes waited for a chance and a member of the family who could restore honor to their name. Louis Napoleon met the description. Staging multiple failed coups, Napoleon rejected failure and instead took a more patient approach. Finally, in December of 1888, Napoleon swept into France from exile in England and won the Presidency in a landslide victory. Immediately, Napoleon set to work at home, working on the†¦show more content†¦In his first act as president, Napoleon sent aid and his word to stand behind Rome and the Pope against Garibaldis continued aggression. His dual goal to both, spare the religious susceptibilities of French Catholics and to avoid offending the national susceptibilities of the Italian revolutionists, won him both praise from the Catholics at home and scorn from Republicans who supported the fiery Italian (OSullivan). To resolve the conflict, Napoleon took the practical approach and did not retract his support for the Pope, but rather asked Pius to institute liberal reform and the Napoleonic Code in the Papal states (OSullivan). He in return, approved the Loi Falloux that increased the influence the Church had in France, especially in education. Already meeting resistance in the National Assembly due to the low representation of moderates there, Napoleon forced the issue of the four-year term and organized a coup to continue serving the people. On December 2, 1851, Napoleon claimed dictatorial powers and cited his popularity as he dissolved the assembly and declared himself emperor of the Second French Empire (Osgood 59). With power now consolidated, Napoleon moved his attentions back to internation al affairs and began to flex the French arm in front of the world. Determined to create a great empire, but understanding the new world theme of the balance of power, Napoleon labored to restore prestige to France while avoiding unnecessary war. NapoleonShow MoreRelatedCompare and Contrast the Unification of Germany, Italy, and the United States2346 Words   |  10 Pagesthe French emperor Napoleon I helped German unification. It was important that he encouraged many of the middle-sized German states to absorb huge numbers of small independent territories, mostly bishoprics, church lands, and local principalities. 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Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagesaddition, the end of the cold war broke down many regional boundaries. In 1976, the United Nations sponsored the first Conference on Human Settlements, called Habitat I, in Vancouver, Canada, followed by Habitat II in Istanbul in 1996 and Habitat III, again in Vancouver in 2006. Urban research and study centers multiplied around the globe, some linked to government planning offices, some to universities, and some to NGOs. They addressed a wide spectrum of concerns that included physical planning

Jordan Berger. Mrs. Voshell. Honors English 10. 6 January

Jordan Berger Mrs. Voshell Honors English 10 6 January 2017 Five Scenes of The Scarlet Letter The five most important scenes of The Scarlet Letter were first, Hester holding baby Pearl being shamed on the scaffold right in the beginning. Second, when Chillingworth found out that Dimmesdale was the man who committed adultery with Hester. Third, when Hester and Dimmesdale were in the forest talking about fleeing and living with only each other and Pearl. Fourth, in which Dimmesdale finally reveals his sin to the public as he is on death’s bed. Finally, the last most important scene of the novel, is the â€Å"happy ending† when everything gets wrapped up. The first most important scene of The Scarlet Letter is in the beginning when†¦show more content†¦Ã¢â‚¬Å"The action of the novel is completely interactions among four persons in a particular environment that is also presented in its own terms† (College English 12). The interaction between Chillingworth and Dimmesdale in the novel represents the weak and the s trong in terms of doing what is right and being honest with yourself. The third most important scene, which has a great impact in The Scarlet Letter is when Hester and Dimmesdale meet in the forest and talk about making plans to run away from Boston and live together. Dimmesdale is getting very weak from his own guilt and Hester thinks it is best for them to just go away from everything. Also Dimmesdale is noticing that Pearl is starting to resemble him and people will soon start finding out. Hester shows a change in character when she decides to take off her scarlet letter, throw it across the forest, and take off her head cap to let down her beautiful hair once more. It has not been since the beginning of the novel since Hester has had her hair down and showing her beauty on the scaffold. Meanwhile, Pearl is getting upset and throwing a fit towards Hester because she does not recognize her mother without her hair up and the Scarlet Letter, since it has been there her whole l ife. She refuses to do anything her mother says until she puts the scarlet letter back onto her bosom. â€Å"Will he go back with us, hand in hand, we three together, into

New Drug Epidemic on College Campus Free Essays

English 162 October 4,2012 New Drug Epidemic on College Campuses Prescription drug abuse among college students is a growing trend on most campuses. Students are using these drugs inappropriately to not only â€Å"get high†, but to help with concentration when cramming for papers or tests, to self-medicate for anxiety or depression, and even to enhance their stamina when playing sports. Many people have stereotypes of what an alcoholic or addict is, and most people don’t associate that image with young students. We will write a custom essay sample on New Drug Epidemic on College Campus or any similar topic only for you Order Now Although drug education has been mandatory in the US throughout grade school drug use continues to rise in college students. College is known as a time for experimentation, but for some students experimentation can turn into addiction. Being young and in college doesn’t protect you from addiction. Responsible behavior does. Alcohol and drug use among students is a serious problem. Campus environments are often seen as encouraging not only use but abuse. Binge-drinking (drinking to get drunk, usually considered at least four drinks on any occasion) is one form of substance abuse that is very common among students. Alcohol and drugs pose special problems for students. The average student who has one drink a day earns a GPA at only a C-level, and grades plummet with higher consumption. Women need to drink only half what male students do to cause the same effect on their grades. Almost half of academic problems come from abusing alcohol. It’s also a factor in about a third of drop-outs. In an environment where binge-drinking is common, so are substance-related legal offences and injuries. Illegal drugs, underage possession of alcohol and drunk driving can costs fines and jail time. Fights, sexual assault, and injuries are more likely to happen when one has been drinking or doing drugs. Half of campus injuries are alcohol-related. One third of people who die in drunken driving crashes are under 25 years old. It’s the leading cause of death for young people. In 2010, an estimated 22. 6 million Americans aged 12 or older—or 8. 9 percent of the population—had used an illicit drug or abused a psychotherapeutic medication (such as a pain reliever, stimulant, or tranquilizer). This is up from 8. 3 percent in 2002. The increase mostly reflects a recent rise in the use of marijuana, the most commonly used illicit drug. [www. oasamhas. gov/] Prescription drug abuse is when someone takes a medication that was prescribed for someone else or takes their own prescription in a manner or dosage other than what was prescribed. There’s a reason that prescription drugs are intended to be taken under the direction of a doctor: if used improperly they can be dangerous. Teens are making the decision to abuse prescription medicines based on misinformation. In fact, many people think that abusing prescription drugs is safer than abusing illicit drugs. Some people take other people’s drugs for their intended purposes (to relieve pain, to stay awake, or to fall asleep). Others take them to get high, often at larger doses than prescribed, or by a different route of administration. Most prescription drugs come in pill or capsule form. Sometimes, people who abuse prescription drugs break or crush the pill or capsule, then swallow the drug, sniff it, or â€Å"cook† it—turn it to liquid—and then inject it. What’s wrong with Abusing Prescription Drugs? Taking a drug for another purpose than prescribed. As the facts will tell you, prescription drugs can have dangerous short- and long-term health consequences when used incorrectly or by someone other than for whom they were intended. All of the drug types soon mentioned can produce pleasurable effects at sufficient quantities, so taking them for the purpose of getting high is one of the main reasons people abuse them. ADHD drugs like Adderall are also often abused by students for their effects in promoting alertness and concentration. When abused, prescription drugs may be taken in inappropriate doses or by routes of administration that change the way the drugs act in the body, risking overdose. For example, when people who abuse oxycodone (OxyContin) they crush and inhale the pills, a 12-hour dose hits their central nervous system all at once—which increases their risk of addiction and overdose. Almost every medication presents some risk of undesirable side effects, sometimes even serious ones. Doctors consider the potential benefits and risks to each patient before prescribing medications. They understand that drugs affect the body in many ways and take into account things like the drug’s form and dose, its possible side effects, and the potential for addiction or withdrawal. For example, doctors know how to change the dose of a painkiller to prevent withdrawal symptoms. People who abuse drugs might not understand how these factors may affect them or that prescription drugs do more than cause a high, help them stay awake, help them relax, or relieve pain. Abuse can include taking a friend’s or relative’s prescription to get high, to treat pain, or because you think it will help with studying. The classes of prescription drugs most commonly abused are: opioid pain relievers, such as Vicodin or Oxycontin; stimulants for treating Attention Deficit Hyperactivity Disorder (ADHD), such as Adderall, Concerta, or Ritalin; and central nervous system (CNS) depressants for relieving anxiety, such as Valium or Xanax. The most commonly abused OTC drugs are cough and cold remedies containing dextromethorphan. It is sometimes abused to get high, which requires large doses (more than what is on the package instructions) that can be dangerous. Prescription drugs have chemical names, brand names you may have heard before, and street names. Hillbilly heroin, oxy, OC, oxycotin, percs, happy pills, vikes are for Opaids. Depressants can be called Barbs, reds, red birds, phennies, tooies, yellows, yellow jackets, candy, downers, sleeping pills, tranks and stimulants Skippy, the smart drug, Vitamin R, bennies, black beauties, roses, hearts, speed, uppers. When abused, prescription drugs may be taken in inappropriate doses or by routes of administration that change the way the drugs act in the body, risking overdose. Rehab clinics have seen the sharp increased in the number of college students entering for treatment in the past 10 years. In correspondence to the increasing abuse of prescription opiates, abuse of heroin is also increasing among people age 18-25. For many prescription opiates are a stepping stone to heroin, which provides a greater high for a cheaper price. There continues to be a large â€Å"treatment gap† in this country. In 2010, an estimated 23. 1 million Americans (9. 1 percent) needed treatment for a problem related to drugs or alcohol, but only about 2. million people (1 percent) received treatment What can you do to help someone you suspect is abusing prescription drugs? Abusing prescription drugs is a dangerous thing. If you suspect someone that you love of abusing these drugs then it may be time to get some information. If you are the parent then talk to their doctor about the prescription and what the dosage was. Explain that you feel that they may be abusing thes e pills. Make an appointment and ask their doctor to talk to them. People don’t necessarily aim to become addicted to these pills but it happens too often. That is why these pills can only be obtained by a doctor. If you suspect a friend of abusing prescription drugs, calmly sit down and talk to them. Never accuse someone of being addicted by doing so they may become defensive and not only will you not get any answers but you could end up alienating them as well. Talk to a school guidance counselor or parents if you suspect that a friend is abusing prescription drugs. The goal is to get them help and not lose the friendship. They will need you and they need your friendship. Tell them about the other health risks that could happen and that you will be there for them and that you will get through it together. Support is a great thing to have. When someone has a drug problem, it’s not always easy to know what to do. If you are concerned about someone’s drug use (illicit or prescription), encourage him or her to talk to a parent, school guidance counselor, or other trusted adult. There are also anonymous resources, such as the National Suicide Prevention Lifeline (1-800-273-TALK) and the Treatment Referral Helpline (1-800-662-HELP). The National Suicide Prevention Lifeline (1-800-273-TALK) is a crisis hotline that can help with many problems, not just suicide. This includes problems due to drug use. Family and friends who are concerned about a loved one or anyone interested in mental health treatment referrals can call this Lifeline. In addition, the Treatment Referral Helpline (1-800-662-HELP)—offered by the Substance Abuse and Mental Health Services Administration—refers callers to treatment facilities, support groups, and other local organizations that can provide help for their specific needs. You can also locate treatment centers in your state by going to. A person who takes drugs whether prescription or not above and beyond the prescribed amount is a person who abuses prescription drugs. Statistics say that there is an estimated 36 million people in the United States alone between the ages of 12 years old and older have abused prescription drugs at least one time in their lives. The most common prescription drugs often abused are Xanax, Valium, Ritalin, OxyCotin and Vicodin. These prescriptions start out being given by a doctor for an injury or treatment. Drug use, also involving marijuana and alcohol is common among college students across the nation. Students can usually articulate why they have chosen to use drugs, but they all fail to consider the long-term consequences of recreational drug use. These long-term effects include committing crimes, academic failure, medical problems and social problems. English 162 Oct 3, 2012 National Center on Addiction and Substance Abuse at Columbia University. Wasting the Best and the Brightest: Substance Abuse at American Colleges and Universities (New York: 2007). National Center on Addiction and Substance Abuse at Columbia University. You’ve Got Drugs: IV: Prescription Drug Pushers on the Internet (New York, 2007). Teens and Prescription Drugs: An Analysis of Recent Trends on the Emerging Drug Threat (Washington, D. C. : Office of National Drug Control Policy, 2007). Substance Abuse and Mental Health Services Administration. Results from the 2006 National Survey on Drug Use and Health: National Findings (Office of Applied Studies, NSDUH Series H-32, DHHS Publication No. SMA 07-4293). Rockville, MD, 2007. Drugs, Brains, and Behavior: The Science of Addiction (Reprinted 2008). This publication provides an overview of the science behind the disease of addiction. Publication #NIH 08-5605. Available online at www. drugabuse. gov/scienceofaddiction. How to cite New Drug Epidemic on College Campus, Papers