Sales Promotion Energy Drink Study free essay sample

It is widely believed that energy drinks have been an integral part of beverage in UK market. Consumers can commonly buy energy drinks in a number of places such as supermarkets, grocery stores, corner shops or even convenient shop in petrol stations over UK. A report from Independent indicates that the growth of market for energy and sports drinks has increased b nearly 20 per cent from 2009 and it is anticipated to reach ? 1. 1 billion market value per year and there has been 209 new energy drinks launched in the past five years in the UK. Mintel also reports that the industry could be worth nearly ? 2 billion by 2016. Energy drinks are functional, non-alcoholic, often lightly carbonated beverages, designed to give the consumer a burst of energy by the addition of a number of energy enhancing ingredients, most notably caffeine. Popular brands of energy drinks such as Lucozade Energy and Red Bull deliver a dose of caffeine equivalent to a cup of coffee, while their more potent competitors Relentless and Monster – marketed to extreme sports fanatics – can contain twice that amount, around 160mg per can (Independent, 2011). We will write a custom essay sample on Sales Promotion Energy Drink Study or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Nowadays there around 73 per cent of 16- to 24-year-olds young people drink them regularly and most say they simply like the taste, market analysts Mintel said. Moreover, two-thirds of those aged 16 to 24 questioned by the researchers said the energy drinks improved their performance at work or while studying. The purpose of this study is to analyse and discuss the use and effectiveness of sales promotion on energy beverages and investigate how these brands are doing with their promotions onto existing products to effectively enhance their awareness and market share. It will be done into four parts. In the first paragraph it will show the methodology planned by implementing secondary research from authentic resources such as Mintel, online articles and professional reports, books and articles etc. Following by an overview of current promotional marketing in UK energy drinks industry, it will be written in the second paragraph and the content will compare the difference of promotions applied among dominated energy drink brands: Lucozade Energy, Red Bull, Monster and Relentless etc. and analyse how the most used marketing skills of promotion target consumers’ purchases to gain their attraction. In the third part, it will indicate the key findings in relation to sales promotion and select promotions in good and poor views, then finally to suggest which method would be a good way in the future. 2. Methodology: This section contains the techniques that were employed in this market study process. For the purpose of this study the secondary research method and actual fieldwork were mainly utilized with its critically selected data collection methods from authentic resources such as Mintel, owned media, professional reports, and articles etc. This will enable the research process to be tackled comprehensively in order to draw the right conclusion. It was decided to investigate some representative energy drink brands chosen from this sector. They were: * Red Bull * Lucozade Energy * Monster The chosen energy drink brands target on extreme sports enthusiasts, students and teenagers who have energy needs, and also some of other brands try to attract the video game crowd. Top energy drinks by brand are Red bull in first place, followed by Lucozade Energy, and Monster. Other brands like Relentless, managed and marketed by the Coca-Cola Company are relatively moderate in UK promotional activities. Overall the target market for energy drinks is mostly male teenagers and sports enthusiasts. The frequency and occurrence of sales promotion: During the period of this study there were a number of special events implicated, for example, sport events and festivals in spring and summer, Easter holiday, the Queens Jubilee, football EURO 2012 and 2012 London Olympic Games. This report will investigate the relevant promotional activities with different time in the next part and examine how those brands use promotional tactics to net the competitive energy drink market in the UK. 3. Analysis 3. 1 Comparison of the different promotions (April – June) This analysis revealed that all the producers contained a mixture of sales promotional, brand advertising, and PR activity in different occasions. As per secondary research, Red Bull did the most number of promotional activities such as advertising and PR events. Lucozade also did a number of advertising and PR events. They used similar tactics. However, Monster carried the most number of sales promotions but it constantly using price promotion and also competition games to the teen-aged market in order to get the target involved, because Monster Energy got relatively lower brand image and value from the other two competitors. No matter which brands they all use â€Å"price discount† to boost short term sales and provide price-pack deal or prize promotion as a bargain to gain more market share in this industry   It appears that all three brands different promotional strategy but the same tendency is that they did more marketing activities when the time is close to summer and some festivals. . 2 Promotional Marketing Overview of Energy Drink Since there are number of brands and similar products in energy drink industry marketplace, it is preferably to promote products through different means to obtain consumer’s attention. One of which is undertaking sales promotion. Sales promotion can be defined as ‘’a marketing initiative the purpose of which is to drive a call to action that has a direct impact on the behaviour of the brand’s target audience by offering a demonstrable benefit. ’’ (West, 2012, p. 6) Here are some examples of prevalent sales romotions activities as well known in energy drink market: * Price Promotion / Price-pack deal: When browsing in supermarkets or grocery stores the price reduction and pack discount are commonly seen to stimu late shopper’s purchase. Occasionally the price promotion comes up with price drop, discount-off packs, and buy one get one free (BOGOF) or buy more pay less. The promotional price reduction had been constantly conducted by many brands to boost short term sales growth and it can significantly influence on consumer’s purchase behaviour. Free Sample/ Point-of-sale displays Promotion It is widely believed that free sample or a trial of energy drink is often offered on streets and events as a firm’s promotional strategy and usually seen in stores where energy drink brands would seasonally offer a promotional new flavour or package of product or money-saving discount to motivate sales. A number of brands like Powerade, lucozade and Monster Energy used to adopt the method to boost their new products and promote the sales and brand awareness. Free sample can have a significant value that consumer can be aware of the new product and urge a trial as the sample is free. Nevertheless, there might be a risk that consumer think they do not like the taste or quality of the product and cause a negative impression. Moreover, with a strongly colourful and a sensational display used by general energy drinks point-of-purchase can capture consumer’s attention and reach a profitable increase of purchase. Point-of-purchase can assist to improve with building an image for the brands as reported by a (Ioana, C amp; Aline, T 2008). In some big supermarkets in the UK like Sainsbury, Morrison etc. many energy drinks are displayed at point-of-purchase to attract shopper’s eyes. * Prize Promotions It can be argued that prize promotion is the most broadly used as a sale promotion to energy drink industry of the UK. Prize promotion is not a promotion of free item. There is no such a guarantee for prize promotion when consumers take part with it. Some companies like Relentless, Rockstar have their promotions giving participants a chance to win tickets for a umber of events and festivals. As well as the general prize promotion of energy drinks from time to time are designed as a competition or game to win rewards or to give incentives. It can be the question plus slogan which is the most common type of test in a competition. 4. Selected Promotions The effectiveness and the efficiency of promotional strategy should be evaluated critically. It is crucial that if the promotional expenditure can optimise to target a firm’s marketing objective. This section will compare and look into the effectiveness and the efficiency from two selected promotional skills and also the PR activity during the time period. 4. 1 Promotion No. 1: Lucozade Energy launches festivals campaign 2012 Taking an aerial view of energy drink market, prize promotion or free item competition is currently used by most energy drink companies. As Thedrum (2012) reported that Lucozade Energy recently launched a new marketing campaign offering customers the chance to win tickets to some of the summers biggest music festivals in the UK. The Win a Festival Road Trip campaign features five limited edition bottles promoting the V Festival, T in the Park, Latitude, Global Gathering and Beach Break Live. Lucozade will be giving music fans the chance to win tickets to each of these festivals and chauffer-driven transport in a reconditioned VW camper van. This promotion is related to youth market to get young people engaged and start from the time close to the summer vacation when most students and young people have more spare time to get involved with its promotional activities. The ? 2m campaign will include outdoor creative, digital and promotional activities such as sampling and experiential event at all of the festivals. It will run alongside a three month radio partnership with Kiss FM starting in March. These platforms provide the well opportunity to reach a wide range of consumers and inject excitement and consumer relevance into the brand. However, the drawback of prize promotion can be impacted by the law as shown in Mullin’s study (2010) that ‘’prize promotion are heavily regulated by British Codes of Advertising and Sales Promotion, the Lotteries and Amusement Act 1976, the Gambling Act 2005, and by other legislation that is far from simple to interpret. ’’ It is apparently recognised that the prize promotion is dynamically attractive to consumers. Consequently, prize promotion is worthy taking by marketers as long as they play it safe. 4. 2 Promotion No. 2: Coupon/ free mail-in promotion While price promotion is a powerful and effective method to produce immediate short term positive results, it may be not a cure for a bad product. It seems price-conscious consumers are more likely to spend time to claim the savings, coupons as a form of price discrimination, enabling retailers to offer a lower price only targeting deal sensitive buyers. Alternatively most of energy brands such as Monster, Powerade and Relentless provide a free mail-in for obtaining free voucher, sample or even valuable products. But the drawback is that costumers need to collect the number of proofs of purchase to obtain the items and it may waste time and may only benefit for those customers who drink very often and regularly. Coupons have pros and cons that make them popular with sales promotion tools for both new and existing products. The following chart shows the advantages and disadvantages of coupon. Therefore, price promotion can enhance short and immediate sales but in terms of building loyalty, it is hard to retain the consumers who are preferable for other premium products like Red Bull and it is difficult to track the time that how consumers will use coupons as a purchase. Coupons have pros and cons that make them popular with sales promotion tools for both new and existing products. The following chart shows the advantages and disadvantages of coupon. Therefore, price promotion can enhance short and immediate sales but in terms of building loyalty, it is hard to retain the consumers who are preferable for other premium products like Red Bull and it is difficult to track the time that how consumers will use coupons as a purchase. Figure 1: Advantages and disadvantages of coupon promotion (Sources: George E. Belch, Michael A. Belch (2007), Advertising and Promotion-an integrated marketing communications perspective, 7th edition) . 3 Relevant events and successful PR activities Brands of energy drink embrace their innovation within promotional activities and as such are able to create a lasting impression on younger consumers. To meet the needs of its customers, a number of energy drink brands communicate with their target audience through numerous promotional events and activities in related to physical competitions, extreme sports, modern music festivals, night c lubs, parties which most youths engage in their exercise. Red Bull Crashed Ice World Championship 2012 The energy drink maker used mobile to promote and drive registrants for its annual Red Bull Crashed Iced World Championship event, which combined ice hockey, downhill skating and boardercross and took place on March 15 2012 in Quebec City, Canada. The mobile campaign targeted males between 18 and 35 years old across Canada who are interested in skating, hockey and other winter sports. Red Bull Crashed Ice broke new ground in 2012, as more than 200,000 spectators witnessed four exciting ice cross downhill races in Europe and North America which set a new standard for competition. In this event, the Canada division of Red Bull worked with mobile social network companies on a campaign to drive registrations for the event. The campaign generated more than four million mobile impressions and over 10 percent of total event registrants came directly from mobile. Additionally, 27 percent of registrants engaged with mobile during the event. The company reports that the campaigns mobile ad buy resulted in 4,000,000 brand impressions in mobile, converting to 8,000 clicks. Additionally, there were 9 percent QR code conversion off of printed flyers, 39,000 social impressions, with 13 percent of campaign shares shared across Twitter versus 83 percent on Facebook. (Mobilemarketer, 2012) This creative campaign seems not only successfully to impress the brand essence and enhance the brand value to the target audience with the well use of media relations but also produced some of the best action ever seen on ice. 5. Budget and ROI As explained by Mullin that ‘’the only justification for spending money on promotional activity is that it will achieve marketing objectives that contribute to long-term growth in profits. ’ (2010, p. 107) The basic factors of budgeting for sales promotion are as follows: * Promotional packs: The number of packs usually sold over the period of time that the campaign will run for + plus adjustment for impact of the campaign * Proofs of purchase: Average level of purchase of the category * Opportunities to apply ( OTA): The number of promotional packs divided by the proofs of purchase * Redemption rate: Often based on certain assumptions like attractiveness of premium, ratio proof / purchase frequency or support given to promotion * Cost: Everything would be charged in campaign

The Chronicles of Rice Essay Samples

The Chronicles of Rice Essay Samples The Rice Essay Samples Game Now you must sift through all your notes to discover the three to five things that actually speak to you. If you don't work hard, it's not possible for one to take part in such things. You will love our work. Hard work has ever been encouraged starting from when a man or woman is still young. Agricultural Topics therefore should not just concentrate on a single thing. You are unable to produce a topic about agriculture and produce a presentation on Engineering. As you probably already know, Agriculture can be quite broad. There's also how to do a Topic about Agriculture. Here's What I Know About Rice Essay Samples There are many different rice supplement essay too and you may order rice essay depending on your specification. Examples of such topics might include farming, what material to utilize for healthier development of food goods, different agricultural procedures and many more. For this process essa y, we'll concentrate on three means of preparing the very best rice possible. To start with, healthier eating or food simply suggests that eating several types of foods that could give an individual the nutrients he or she should feel nice and have the essential energy. If good food is combined with being physically active in addition to maintaining a healthful weight it would be useful for the general health of individuals. Cooking rice doesn't seem that complicated. Put simply, agriculture has many adverse impacts on human health that have height drop that was primarily experienced in Greece and Turkey following the adoption of agriculture, thus leading to the drop of life expectancy for a consequence of an increase in degenerative health conditions that impact the spine. The next thing to do is to select literature and sources of the info that you want. You can get the essential information on just about any topic (at the very least a couple of paragraphs), with which you are able to work to be able to compose a very good essay. If you would like to simplify the procedure, you can try activities like listing, clustering, freewriting, and questioning. The sort of essay you're looking for will be provided to you within the deadline provided to you. A lot was overcome since then. When you own a topic, it's best to make an outline of ideas. After all, the very first thing you will need is to analyze the subject of the work and the heart of the subject. Our premium plans provide different degree of profile access and data insights that may enable you to get into your dream school. So, as you are selecting your alternative, we will start! Precisely, hard work is a must for a person to be prosperous in life. On the flip side, you may also buy our writing help for a nominal fee. The GPA requirement that actually matters is the GPA you will need for an actual prospect of getting in. Apart from having an exceptional SAT score, you would have to develop the ideal college essay. In spite of exceptional grades, a poorly written essay provides you with a poor name. Writing a college admission essay can be very tough. Writing an e ssay is quite an easy and very tricky job, at the exact same moment. Mercury Transformations Struggle is as fantastic as success. Writing is a present that comes naturally. Student life is full of surprises, and at times, you can require assistance with essay writing or maybe to compose a paper or essay from scratch. In this challenging period of studying, students may have a challenging time should they have zero essay writing help. Today, most college students find it difficult to compose an essay on a particular topic. Don't cut and paste the exact essay for each and every school. Life After Rice Essay Samples Therefore, you should have been engaged in the selected activity for some appreciable moment. Although researchers are still studying the consequences of consumption of unhealthy foods on breast cancer along with recurrence for the probability of breast cancer, there are a few researchers that have proven that there are a few groups of foods that may raise the risk for cancer. What a person eats can actually influence her or his immune system positively along with boosting their mood and energy level. As a person develops, he or she's ta ught to distinguish between both i..

Research Paper Topics For Nonprofit Orgs

Research Paper Topics For Nonprofit OrgsThe research paper topics for nonprofit orgs vary greatly depending on their purpose and the data they want to present. Many times, the core data in a research paper will be discussed at the board meeting, which is a yearly get together of all the board members. The information on the background of the group, who will be running it, and the objectives are all factors that need to be discussed.Sometimes, the primary purpose of the nonprofit orgs will dictate the data that they will present at this meeting. If the group is conducting a study to determine their purpose, they will need to find a reliable, accredited research firm to complete the study. Sometimes, however, they may need to present data in order to gain funding from an outside source, which means they may want to market the information in their own way.Many nonprofit orgs choose to hire a professional to write their research paper. They may also hire the services of a ghostwriter to help them with their writing. But how can they find the best research topic for their group? By reading other research papers, you will find out what research topics tend to be used for a wide variety of organizations.Organizations that are new, medium-sized, or start-up groups have different needs and different research topics to work with. These topics should be specific, since they may need specific statistics. You should therefore find a topic that you can tailor to your own particular group's goals.When choosing a research topic for nonprofit orgs, it is important to research the subject. You may want to look at how these topics are used by other organizations, as well as the research methodology. Because there is a large amount of information involved, it is important to make sure that your organization is giving you the data that you need.It is important to make sure that you find a topic that you are comfortable with and one that the other members of your board can relate to . The more the subject, the better. Many times, if you are going to another organization's training program or publishing house to present your research paper, you need to choose a subject that the others in the organization can relate to.Finally, research papers for nonprofit orgs can be published. As you are writing the paper, think about which category it falls under and create your topic accordingly. After all, this is where the information you are compiling will be used.Research paper topics for nonprofit orgs are always changing. With the large number of different groups, you need to be able to find a topic that can best suit your group. By researching the topic, you are sure to have a topic that is both unique and relevant to your organization.

Most Noticeable Writing Prize Submissions Essay

Most Noticeable Writing Prize Submissions Essay It is the obligation of the nominator to make sure the entry criteria is met and the author is conscious of the submission. The most time-consuming part will be reading all the submissions you get from those who decided to enter. When you edit and proofread your creative nonfiction to perfection, the next thing to do is to compose a fantastic cover letter to go for your submissions. Apart from ensuring you comply with the rules, here are a couple of resources which will help you perfect your submissions. Some contests accept submissions in a number of categories, so you might submit a novella along with a poem or other work. An essay contest may be an effective advertising and marketing technique. Even better than this, each one of the publications given below pay their writers. Select your favourite and be sure you include the topic number together with your name and email address at the surface of your essay. 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What Will You Contribute To The University Essay Sample?

What Will You Contribute To The University Essay Sample?Writing a university essay sample is more than writing a research paper for school. College students are asked to write several essays for their English courses as part of their assignments. Often these assignments require students to compose a research paper, and they are expected to be original writers. But the writers are not the only ones who contribute to the student's essays; there are other components as well.The essay helps to bring out a writer's own voice and style. If you think you can write like the professor expects you to, but it just doesn't flow, then you might find that it gets lost. The professor will either not be impressed with your essay or think that it was written in a rush. Since writing college essays is more difficult than many people realize, some teachers even have several short stories or essays on a student's portfolio to help him or her to perfect the art of writing essays.It's very easy to lose co ntact with students as they go about their lives. No one wants to deal with teenagers' personal information, particularly their private information. As a result, most universities forbid students from disclosing social security numbers or their full names in their personal essays, so the authors can remain anonymous.Contributions such as these are often required as part of the submission process. It doesn't matter whether you need to write a thesis or an essay that has something to do with writing. They all have the same purpose - to convince the committee members that you have what it takes to write an essay.You can submit it as part of a reading assignment, but if you want to make the most of it, you may choose to submit it as a discussion section. This means that you will write a proposal, about your topic, and include the elements that should go into the essay. There are several formats to choose from. The format you choose will depend on your needs, as well as how many particip ants are taking part in the discussion.How you make the most of your essay samples will depend on your personality. If you're shy and reserved, then it would be best to write a discussion section, which will allow you to get out of your shell. Or, if you're outgoing and fun-loving, then you may want to write an essay sample with dialogue. Remember, the professor wants the best, so you will have to have the qualities you're looking for in an essay writer in order to pass.If you are an author, you can even make use of your essay samples to your advantage. Use them as a resource for free writing lessons. You'll see that you can really hone your skills if you take some time to put your writing talent to use.

The Person-Centered Approach

The Person-Centered Approach Free Online Research Papers Over the past 50 years, counselors have begun to accept different approaches to the therapeutic process then those used previously. It was because of the initial thoughts put forth by a man named Carl Rogers, and his belief that there is more to the therapy process then the authoritarian approach that was being used at the time. Over the course of 4 phases in Roger’s development came about the concept of the Person-Centered approach. Adopted by counselors in the 60’s and 70’s as a part of the â€Å"Third Force†, along with existential and gestalt therapy, as an alternative to psychoanalytic and behavioral approaches (Corey, 2005). Person-Centered Therapy was never presented as a completed work, rather one of which Rogers hoped other would merely use as principles willing to be evolved. These principles were looked at by Rogers as required to gain a good therapist – client relationship which was a prime determinant of the outcome of the therapeutic process. These principles best outlined by Roger’s (1956) as, Two person’s in psychological contact. The first, whom we shall term the client, is in a state of incongruence, being vulnerable, or anxious. The second person, whom we shall term the therapist, is congruent or integrated in the relationship. The therapist experience unconditional positive regard for the client. The therapist experiences an empathetic understanding of the client’s internal frame of reference and endeavors to communicate this experience to the client. The future has brought about much need for the evolution of this theory, but this paper is meant to focus on these principles set forth by Rogers. Overtime the clients and problems may have changed, but by keeping these principles in mind, the approach is still the same. It was with a humanistic philosophy that Rogers created the person – centered approach, and with his principles rooted deeply in humanistic values, it is necessary to have a good understanding of how they came to be. The humanistic philosophy is similar yet much different from that of existentialism, of which takes the position that we are faced with the anxiety of choosing to create an identity in a world that lacks intrinsic meaning (Corey, 2005). The humanistic philosophy takes a somewhat less anxiety evoking position that each of us has a natural potential that we can actualize and through which we can find meaning (Corey, 2005). It was within this concept that Rogers developed his theory over the years. At the time there was only an authoritarian approach to counseling, of which Roger’s disagreed with, which started his theory of a non directive climate in the 1940’s. It was within this approach that Roger’s looked to stop the amount of input a therapist contributed to the counseling process; instead therapists concentrated on the clients verbal and non verbal communications. This approach over time evolved into a form of therapy referred to as client – centered. With this form Roger’s led away from the focus on the non directive approach and started focusing primarily on the client. With the client in mind, the next period of evolution that Roger’s encountered is where he defined his principles of which he wrote about in his paper, â€Å"The Necessary and Sufficient Conditions of Therapeutic Personality Change.† It is in this paper that Roger’s presented his theory of psychotherapy as a set of therapist â€Å"Core Attitudes† (Prouty, 1994). It is with these â€Å"Core Attitudes† that Roger’s defined the aim of the therapeutic process, â€Å"the aim of therapy is not merely to solve problems, rather; it is to assist clients in their growth process, so that the y can better cope with the problems they are now facing and with future problems.† (Corey, 2005). It was in the principles of; congruence, unconditional positive regard, and accurate empathetic understanding, that we find a way to promote a growth producing climate. Congruence Congruence or genuineness, involves letting the other person know â€Å"where you are† emotionally (Rogers, 1980). This can be either positive or negative, and the therapist must express their feelings to be as genuine as possible. The reason that the therapist must express all feelings toward their client is to avoid the temptations to present a faà §ade or hide behind a mask of professionalism or to assume a confessional professional attitude (Germain, 1993). The reason that it is so important for the therapist to become congruent with their client is to create a trusting relationship of which the client can let the therapist into their lives. Rogers gradually came to look at the therapist’s congruence as a crucial factor in establishing trust, and came to emphasize the idea of acceptance and empathy only being effective when they are perceived as genuine (Germain, 1993). In the views of Rogers it is essential to be living together in a climate of realness (Rog ers, 1980). This realness can only be assumed when the therapist can be completely open with their client as to how they feel about their presenting problem as well as the client’s way of life as a whole. This action of being completely open does not always have to be viewed in a good light by the client, but as long as the client knows that the therapist is being completely open with them, then the process can continue. This way of being is described here by Rogers in 1961, â€Å"The term ‘congruent’ is one I have used to describe the way I would like to be. By this I mean that whatever I am feeling or attitude I am experiencing would be matched by my awareness of that attitude.† It is within this self awareness that makes acceptance possible because there can be no openness to the clients experience if there is no openness to one’s own experience (Germain, 1993). Unconditional Positive Regard Once congruence between the therapist and the client is achieved, it is time to move on to the next principle that Rogers distinguished. Unconditional positive regard is exactly that, no matter what the client is feeling, the therapist must show a positive approval of how they are feeling. This is due to the true importance of unconditional positive regard and its power to build up or restore the client’s unconditional positive self regard (Iberg, 1996). It is Rogers’s theory that most of the clients that a therapist will see, have merely been looked over and never really made feel like they are accepted or cared for. It is within this principal that Rogers attempts to show an acceptance and unconditional caring for the client as â€Å"who they are† rather then who they are expected to be or as Rogers states it as â€Å"a caring for the client, but not in a possessive way or in such a way as simply to satisfy the therapists own needs† (Rogers, 1992). The therapist must make the client feel that they are able to convey their thoughts without fear of rejection or loss of acceptance by the therapist. It is the therapist job to make sure that their basis for caring for their client is not because of their need to be accepted themselves. This might hinder the experience that the client needs to go through as much as if the therapist had no respect or a dislike of their client. That is why congruence needs to be developed before the therapeutic process can begin, without a genuine approach to caring for the client the whole process will not be successful. Accurate Empathetic Understanding After the first two steps of Rogers’s theory have been completed then the therapist can continue on to an accurate empathetic understanding. This principle is based off the idea of empathy as Rogers defines â€Å"to sense the clients private world as if it were your own, but without ever losing the â€Å"as if† quality† (Rogers, 1992). That is the key to being an empathetic therapist, to never lose the â€Å"as if† mentality, to sense the clients feelings without ever getting caught up in them as if they were your own. The Merriam Webster Dictionary states that Empathy â€Å"is the action of understanding, being aware of, or being sensitive to.† This is exactly what Rogers meant by putting it into the principles of what a good therapist needs to do during therapy, to be able to understand and accurately be aware of the problems that the client is conveying. This is indicated in research done by Fieldler in which items such as the following pla ced high in the description of a relationship created by an experienced therapist. The therapist is well able to understand the patient’s feelings; the therapist is never in any doubt about what the patient means; the therapist’s remarks fit in just right with the patients mood and content; the therapists tone of voice conveys the complete ability to share the patients feelings. (Rogers, 1992) With all of these principals working together to create a valuable client-therapist relationship, an accurate empathetic understanding is one of the most important. The client must first be able to trust the therapist, and then feel that the therapist actually cares about what is being said, but without an accurate understanding of what is being said then the client would not feel as though the therapist is actually listening. Summary It was my intent with this paper to explain the principals of the person centered approach created by Carl Rogers. The reason that I feel that this approach is meaningful is that I have always felt that anyone has the ability to figure out their own problems. In life it is easy for people to get knocked off their horse, in a matter of speaking, but it is how we get back on that horse and continue to live is how living life is possible. Sometimes I feel as though it is hard to get up off the ground by yourself but the ability is still inside of you. That is why when I first heard about the person-centered approach, I was so intrigued by the elements that made up this theory. These principles that Rogers has developed, help to create an environment at which clients are able to hash out their problems in a self directed way. The therapist is merely a listener, there to make the client feel that what they are feeling is ordinary. Even though they may long for an authoritarian â⠂¬Å"answer†, the therapist does not give one yet just responds with points that the client has already made. Even though Rogers created this theory in a different time and age, when, if presented with some of the problems that therapist face today, it may have been harder to meet the criteria for his principles. I still feel as though these principals can be effective in any therapeutic situation. Today many person-centered therapists are focused on the family, however it has been found to be effective in many areas of therapy. I personally can see it being very effective in cases of depression, where a client is so low in positive self regard that they need to feel that someone else can actually care for them enough to listen. In research done by Greenberg and Watson (1998), of which compared client centered therapy and an experimental treatment using the principals of client centered therapy and its effect on depression, found that both had an effect on the therapy’s outcome. It was the experimental conditional along with the principals based of Rogers’s theory that ha d superior effects on the overall levels of self esteem and reduction of interpersonal problems. This research shows that although alone, these principals may not always be the exact answer, paired with other ideas it can have an impact on the client’s life. This paper is to show that these principals are in fact pillars or fundamentals of any and all problems that may be presented to a therapist. These are just attitudes that if followed correctly can bring about an atmosphere for change in a clients life. As Rogers states it, â€Å"people are essentially trustworthy, that they have a vast potential for understanding themselves and resolving their own problems without direct intervention on the therapists part, and that they are capable of self directed growth if they are involved in a specific kind of therapeutic relationship† (Corey, 2005). Corey, Gerald. (2005) Theory and Practice of Counseling Psychotherapy. Thomson Books; Belmont, CA. Greenberg L., Watson J, (1998) Experiential Therapy of Depression: Differential Effects of Client-Centered Relationship Conditions and Process Experiential Interventions. The Journal for Psychotherapy Research. Vol. 8, Number 2, pp. 210- 224 Iberg, J.R. (1996) Finding the body’s next step: Ingredients and hindrances. The Journal for focusing and experiential therapy, vol 15, 13-42. Lietaer, Germain (1993), Beyond Carl Rogers, Constable, London Prouty, Gary, (1994) Theoretical evolutions in person-centered/ experiential therapy. Applications to schizophrenic and retarded psychosis. Praeger Publishers, Westport, CT Rogers, Carl (1980) A way of being. Rogers, Carl (1992) The necessary and sufficient conditions of therapeutic personality change. Journal of Consulting and Clinical Psychology, Dec 1992, vol. 60, No. 6 pp. 827-832. Research Papers on The Person-Centered ApproachThree Concepts of PsychodynamicThe Project Managment Office SystemOpen Architechture a white paperIncorporating Risk and Uncertainty Factor in CapitalGenetic EngineeringEffects of Television Violence on ChildrenRelationship between Media Coverage and Social andComparison: Letter from Birmingham and CritoBionic Assembly System: A New Concept of SelfThe Relationship Between Delinquency and Drug Use

The Person-Centered Approach

The Person-Centered Approach Free Online Research Papers Over the past 50 years, counselors have begun to accept different approaches to the therapeutic process then those used previously. It was because of the initial thoughts put forth by a man named Carl Rogers, and his belief that there is more to the therapy process then the authoritarian approach that was being used at the time. Over the course of 4 phases in Roger’s development came about the concept of the Person-Centered approach. Adopted by counselors in the 60’s and 70’s as a part of the â€Å"Third Force†, along with existential and gestalt therapy, as an alternative to psychoanalytic and behavioral approaches (Corey, 2005). Person-Centered Therapy was never presented as a completed work, rather one of which Rogers hoped other would merely use as principles willing to be evolved. These principles were looked at by Rogers as required to gain a good therapist – client relationship which was a prime determinant of the outcome of the therapeutic process. These principles best outlined by Roger’s (1956) as, Two person’s in psychological contact. The first, whom we shall term the client, is in a state of incongruence, being vulnerable, or anxious. The second person, whom we shall term the therapist, is congruent or integrated in the relationship. The therapist experience unconditional positive regard for the client. The therapist experiences an empathetic understanding of the client’s internal frame of reference and endeavors to communicate this experience to the client. The future has brought about much need for the evolution of this theory, but this paper is meant to focus on these principles set forth by Rogers. Overtime the clients and problems may have changed, but by keeping these principles in mind, the approach is still the same. It was with a humanistic philosophy that Rogers created the person – centered approach, and with his principles rooted deeply in humanistic values, it is necessary to have a good understanding of how they came to be. The humanistic philosophy is similar yet much different from that of existentialism, of which takes the position that we are faced with the anxiety of choosing to create an identity in a world that lacks intrinsic meaning (Corey, 2005). The humanistic philosophy takes a somewhat less anxiety evoking position that each of us has a natural potential that we can actualize and through which we can find meaning (Corey, 2005). It was within this concept that Rogers developed his theory over the years. At the time there was only an authoritarian approach to counseling, of which Roger’s disagreed with, which started his theory of a non directive climate in the 1940’s. It was within this approach that Roger’s looked to stop the amount of input a therapist contributed to the counseling process; instead therapists concentrated on the clients verbal and non verbal communications. This approach over time evolved into a form of therapy referred to as client – centered. With this form Roger’s led away from the focus on the non directive approach and started focusing primarily on the client. With the client in mind, the next period of evolution that Roger’s encountered is where he defined his principles of which he wrote about in his paper, â€Å"The Necessary and Sufficient Conditions of Therapeutic Personality Change.† It is in this paper that Roger’s presented his theory of psychotherapy as a set of therapist â€Å"Core Attitudes† (Prouty, 1994). It is with these â€Å"Core Attitudes† that Roger’s defined the aim of the therapeutic process, â€Å"the aim of therapy is not merely to solve problems, rather; it is to assist clients in their growth process, so that the y can better cope with the problems they are now facing and with future problems.† (Corey, 2005). It was in the principles of; congruence, unconditional positive regard, and accurate empathetic understanding, that we find a way to promote a growth producing climate. Congruence Congruence or genuineness, involves letting the other person know â€Å"where you are† emotionally (Rogers, 1980). This can be either positive or negative, and the therapist must express their feelings to be as genuine as possible. The reason that the therapist must express all feelings toward their client is to avoid the temptations to present a faà §ade or hide behind a mask of professionalism or to assume a confessional professional attitude (Germain, 1993). The reason that it is so important for the therapist to become congruent with their client is to create a trusting relationship of which the client can let the therapist into their lives. Rogers gradually came to look at the therapist’s congruence as a crucial factor in establishing trust, and came to emphasize the idea of acceptance and empathy only being effective when they are perceived as genuine (Germain, 1993). In the views of Rogers it is essential to be living together in a climate of realness (Rog ers, 1980). This realness can only be assumed when the therapist can be completely open with their client as to how they feel about their presenting problem as well as the client’s way of life as a whole. This action of being completely open does not always have to be viewed in a good light by the client, but as long as the client knows that the therapist is being completely open with them, then the process can continue. This way of being is described here by Rogers in 1961, â€Å"The term ‘congruent’ is one I have used to describe the way I would like to be. By this I mean that whatever I am feeling or attitude I am experiencing would be matched by my awareness of that attitude.† It is within this self awareness that makes acceptance possible because there can be no openness to the clients experience if there is no openness to one’s own experience (Germain, 1993). Unconditional Positive Regard Once congruence between the therapist and the client is achieved, it is time to move on to the next principle that Rogers distinguished. Unconditional positive regard is exactly that, no matter what the client is feeling, the therapist must show a positive approval of how they are feeling. This is due to the true importance of unconditional positive regard and its power to build up or restore the client’s unconditional positive self regard (Iberg, 1996). It is Rogers’s theory that most of the clients that a therapist will see, have merely been looked over and never really made feel like they are accepted or cared for. It is within this principal that Rogers attempts to show an acceptance and unconditional caring for the client as â€Å"who they are† rather then who they are expected to be or as Rogers states it as â€Å"a caring for the client, but not in a possessive way or in such a way as simply to satisfy the therapists own needs† (Rogers, 1992). The therapist must make the client feel that they are able to convey their thoughts without fear of rejection or loss of acceptance by the therapist. It is the therapist job to make sure that their basis for caring for their client is not because of their need to be accepted themselves. This might hinder the experience that the client needs to go through as much as if the therapist had no respect or a dislike of their client. That is why congruence needs to be developed before the therapeutic process can begin, without a genuine approach to caring for the client the whole process will not be successful. Accurate Empathetic Understanding After the first two steps of Rogers’s theory have been completed then the therapist can continue on to an accurate empathetic understanding. This principle is based off the idea of empathy as Rogers defines â€Å"to sense the clients private world as if it were your own, but without ever losing the â€Å"as if† quality† (Rogers, 1992). That is the key to being an empathetic therapist, to never lose the â€Å"as if† mentality, to sense the clients feelings without ever getting caught up in them as if they were your own. The Merriam Webster Dictionary states that Empathy â€Å"is the action of understanding, being aware of, or being sensitive to.† This is exactly what Rogers meant by putting it into the principles of what a good therapist needs to do during therapy, to be able to understand and accurately be aware of the problems that the client is conveying. This is indicated in research done by Fieldler in which items such as the following pla ced high in the description of a relationship created by an experienced therapist. The therapist is well able to understand the patient’s feelings; the therapist is never in any doubt about what the patient means; the therapist’s remarks fit in just right with the patients mood and content; the therapists tone of voice conveys the complete ability to share the patients feelings. (Rogers, 1992) With all of these principals working together to create a valuable client-therapist relationship, an accurate empathetic understanding is one of the most important. The client must first be able to trust the therapist, and then feel that the therapist actually cares about what is being said, but without an accurate understanding of what is being said then the client would not feel as though the therapist is actually listening. Summary It was my intent with this paper to explain the principals of the person centered approach created by Carl Rogers. The reason that I feel that this approach is meaningful is that I have always felt that anyone has the ability to figure out their own problems. In life it is easy for people to get knocked off their horse, in a matter of speaking, but it is how we get back on that horse and continue to live is how living life is possible. Sometimes I feel as though it is hard to get up off the ground by yourself but the ability is still inside of you. That is why when I first heard about the person-centered approach, I was so intrigued by the elements that made up this theory. These principles that Rogers has developed, help to create an environment at which clients are able to hash out their problems in a self directed way. The therapist is merely a listener, there to make the client feel that what they are feeling is ordinary. Even though they may long for an authoritarian â⠂¬Å"answer†, the therapist does not give one yet just responds with points that the client has already made. Even though Rogers created this theory in a different time and age, when, if presented with some of the problems that therapist face today, it may have been harder to meet the criteria for his principles. I still feel as though these principals can be effective in any therapeutic situation. Today many person-centered therapists are focused on the family, however it has been found to be effective in many areas of therapy. I personally can see it being very effective in cases of depression, where a client is so low in positive self regard that they need to feel that someone else can actually care for them enough to listen. In research done by Greenberg and Watson (1998), of which compared client centered therapy and an experimental treatment using the principals of client centered therapy and its effect on depression, found that both had an effect on the therapy’s outcome. It was the experimental conditional along with the principals based of Rogers’s theory that ha d superior effects on the overall levels of self esteem and reduction of interpersonal problems. This research shows that although alone, these principals may not always be the exact answer, paired with other ideas it can have an impact on the client’s life. This paper is to show that these principals are in fact pillars or fundamentals of any and all problems that may be presented to a therapist. These are just attitudes that if followed correctly can bring about an atmosphere for change in a clients life. As Rogers states it, â€Å"people are essentially trustworthy, that they have a vast potential for understanding themselves and resolving their own problems without direct intervention on the therapists part, and that they are capable of self directed growth if they are involved in a specific kind of therapeutic relationship† (Corey, 2005). Corey, Gerald. (2005) Theory and Practice of Counseling Psychotherapy. Thomson Books; Belmont, CA. Greenberg L., Watson J, (1998) Experiential Therapy of Depression: Differential Effects of Client-Centered Relationship Conditions and Process Experiential Interventions. The Journal for Psychotherapy Research. Vol. 8, Number 2, pp. 210- 224 Iberg, J.R. (1996) Finding the body’s next step: Ingredients and hindrances. The Journal for focusing and experiential therapy, vol 15, 13-42. Lietaer, Germain (1993), Beyond Carl Rogers, Constable, London Prouty, Gary, (1994) Theoretical evolutions in person-centered/ experiential therapy. Applications to schizophrenic and retarded psychosis. Praeger Publishers, Westport, CT Rogers, Carl (1980) A way of being. Rogers, Carl (1992) The necessary and sufficient conditions of therapeutic personality change. Journal of Consulting and Clinical Psychology, Dec 1992, vol. 60, No. 6 pp. 827-832. Research Papers on The Person-Centered ApproachThree Concepts of PsychodynamicThe Project Managment Office SystemOpen Architechture a white paperIncorporating Risk and Uncertainty Factor in CapitalGenetic EngineeringEffects of Television Violence on ChildrenRelationship between Media Coverage and Social andComparison: Letter from Birmingham and CritoBionic Assembly System: A New Concept of SelfThe Relationship Between Delinquency and Drug Use