Advertisements can be deceiving!

Slim Fast

Branding: The use of a name, term, symbol, or design–or a combination of these–to identify a product

Product: Slim Fast Shakes, Bars, Snacks

Company’s Official Website: www.slim-fast.com

Target Audience: To best analyze the video advertisement above I think it would be best to understand the company associated with this brand.  The company associated with this video ad is Slim Fast and they sell Slim Fast shakes, bars, and Snacks all for the 3, 2, 1 plan to lose weight fast!  Their target seems to be women around age thirty who want to lose weight fast and cannot wait.  These type of women seem to be the ones that are in the Fast Track Familes and this can be found at www.claritas.com. They are the ones that are between ages 35 and 54 they are white, they have kids, they are graduated from college.   There are several ads that Slim Fast has that shows that they are promoting to women of age 30 or 40 and this advertisement is proving that.  If you go to their website as shown above you will also see that they are targeting women.  You can tell that they are targeting women because when you check out the success story page they were all women.  Where are the men using Slim Fast?  I know of plenty of men that have tried this brand, and I do not think it says women only on the label.

Positioning & Differentiation of Slim Fast: The idea of positioning adds on to the point that I just made above.  They are trying to position women around age 30-40 who want to lose weight fast!  It doesn’t really matter what other kinds of weight loss techniques that they have used because the 3, 2, 1 plan is going to work for them.  Differentiation also plays a very important role in the advertisement above because Slim Fast wants to prove that they are different than the other weight loss programs out there.  Wants to prove itself to potential customers that will try their product by showing them that they can lose weight fast with this product.  Also, by showing them that their snacks, shakes and bars actually taste good!

AIDA: I believe that the adoption process can help explain why Slim Fast targets its customers the way that it does.  The adoption curves shows when different groups have different ideas.  The targeted market for this video advertisement would be considered early adopters because they tend to be younger, more mobile, and more creative than later adopters.  Which is exactly who they are trying to target in this advertisement people who are willing to try new things and fast!  They do not want people who are going to sit around and wait for someone to try it and they tell them its good, because then it could take year before their product is out there and known about.  The point of the advertisement I saw was for them to reach out to a bigger group of customers and try and expand their range of customers.

I believe that the most important stage in Slim Fast’s Life cycle is selective demand, because if they do not have that then the brand is just going to vanish out of the market.  Because right now they already have the primary sales, but if they start getting beat out by the new weight loss programs then they will no longer have a brand.  So I believe that for their life cycle to continue that they have to keep an eye on their selective demand.

AXE

Branding: The use of a name, term, symbol, or design–or a combination of these–to identify a product

Products: Body wash, Shampoo, Body Spray, Body Detailer, deodorant, Conditioner, Hair styling Gel,

Company’s Official Website: www.theaxeeffect.com

Target Audience: To best analyze the target audience for the ad above I think it is best to understand the company associated with this brand.  The company that is associated with this brand is Axe and they sell a multiple amount of products such as body wash, shampoo, body spray, body detailer, deodorant, conditioner, hair styling gel and maybe a few more.  They are targeting a group of men from 18-24 years old because they want to smell good.   According the the article, “Axe, Tag, Swagger, Body Spray Brands Find Market with Tweens,” they are aware that their brand is for the 18-24 male range.  But they know that the tweens want to copy this age range and want to smell the same way.  I would also say according to Prizm that they are the New Homesteaders are young, and with kids with decent paying jobs.  Males are becoming more aware of their body image at a younger age and want to make sure that they smell a certain way, so they go to this brand and rely on it to help them portray them in that way.  They want to smell good for the ladies so they make sure they sell scents that are attractive for the opposite sex.

Positioning & Differentiation for Axe: I think that the idea of positioning adds on to the point that was made above.  They are positioning this ad toward men, however many others could use this product if so they choose.  Differentiation is also important for Axe because anyone could choose to use Sauve or a luffa instead of their specific axe detailer or body wash.  However, they choose to use their products because they are proven to work better than a normal luffa and they trust the Axe brand.  They have many different scents that help their potential customers decide that they will smell more manly if they decide to use the axe brand instead of sauve.

AIDA: I think that the adoption process for Axe explains the way that they target their customers the way that they do. The targeted market for this ad would be considered early adopters because they are well respected by their peers and often are opinion leaders.  They tend to be younger, more mobil, and more creative than later adopters.  This is exactly who Axe is targeting in their advertisements for their body wash and detailers.  I think that the point of this advertisement is for them to try and reach out to a bigger group of customers and try and grasp another set of customers.

The most important stage in the life cycle for axe I think is the primary demand because their brand is still relatively new and they are still trying to compete with some pretty big brands out there.  I think that it is very important for them to make sure that they can grasp a new customer each time that they go to buy one of those products that they sell.  So I think that the primary demand is the most important stage is their life cycle for axe!

Eating Disorder: Women of Color.

All of the following information can be found at the Women’s Center on Grand Valley State University’s Campus.

Anorexia, a psychiatric disorder, was a once known “Golden Girl syndrome” because it was diagnosed primarily in rich, white, well-educated young Western women.  THough women of all races are susceptible to eating disorders, the idea of it being a “white girl’s disease” still influences many health care workers. “I went to the doctor to tell him that I also had anorexia. I was severely underweight and my skin had a yellow undertone.  After examining me he told me, ‘You don’t have anorexia, only white women can get that disease.’ It was 10 years until I went to another doctor” (personal communication, February 1999).

Women of color, often have two conflicts: trying to hold on to the traditions and expectations of distinct cultures, while also trying to fit in with mainstream society.  In today’s culture, you may find that being tin is good, while being curvy is bad.  In an attempt to fit in, or acculturate, you may consider changing your body shape through means of disordered eating.  This approach can lead to serious health problems.

African-American Women

Among many upwardly mobil black Americans, a women with a heavy body and large hips is considered more “lower class” looking than a woman who is then.  Studies show that African American women are less likely to feel the need to identify with White culture, but they are equally affected by having low self esteem and high level of body dissatisfaction.

Hispanic Women

Compared to African American women, the adoption and internalization of White culture does have a significant effect on Hispanic women.  Many report feeling alone because eating disorders are not openly discussed in their culture.  A higher percentage of Hispanic women suffer from bulimia than White women, and they use more diuretics and laxatives.

Asian Women

Anorexia was first documented in Japan in the 1960s. Eating disorders are now estimated to afflict one in 100 young Japanese women, almost the same incidence as in the United States, according to retired Tokyo University epidemiologist Hiroyuki Suematsu. Studies have shown a great increase in the number of women with bulimia, even in the Asian countries where hunger impacts many people.  Japanese women are often socialized to view a “fat” face as unattractive.

How to educate ourselves and our culture:

* Remember that it is important to eat healthy and to get regular exercise as a means to promote overall health, and not to seek a standard of thinness.

* Educate your family on eating disorders and their effects on young women.  They may not understand why young women subject themselves to eating disorders, especially if the person trying to understand is an older family member whose home country is not the United States.  Eating disorders are more prevalent in American society than in other countries.

*Celebrate images in the media of women of your culture that embrace a standard of beauty that most resembles your own.  You can do this by writing to the editors of your favorite magazines and writers of your favorite television shows to tell them to include more women of your culture that have a more realistic view of beauty in their advertisements, articles, and television shows.  It is always a great boost of self-esteem to see someone embody a more positive and realistic image of beauty for your to look up to.

No Weigh!

A Declaration of Independence from a Weight-Obsessed World.

All of the following information is from the Women’s Center on Grand Valley State University’s Campus.  This is where I got a lot of my information, Ashley Nickels was very helpful and more than willing to give me the resources needed for me to be successful.

I do hereby declare that from this day forward I will choose to live my life by the following tenets.  In so doing, I declare myself free and independent from the pressures and constraints of a weight-obsessed world.

* I will accept my body in its natural shape and size.

* I will celebrate all that my body can do for me each day.

* I will treat my body with respect, giving it enought rest, fueling it with a variety of foods, exercising it moderately, and listening to what it needs.

* I will choose to resist out society’s pressures to judge myself and other people on physical characteristics like body weight, shape, or size.  I will respect people based on the qualities of their character and the impact of their accomplishments.

* I will refuse to deny my body of valuable nutrients by dieting or using weight loss products.

* I will avoid categorizing foods as either “good’ or “bad.”  I will not associate guilt or shame with eating certain foods.  Instead, I will nourish my body with a balance of foods, listening and responding to what it needs.

* I will not use food to mask my emotional needs.

* I will not avoid participatin in activites that I enjoy simply because I am self conscious about the way my body looks.  I will recognize that I have the right to enjoy any activitites regardless of my body shape or size.

* I will believe that my self-esteem and identity come from within!

 

I suggest that if you are reading this and some of these apply to you, because you will not go running because of the shape of your body.  That you write down this list and post it in your bed room to remind you that you should not constraint yourself based on your body weight.  It is not a healthy way to live.

10 Steps To Positive Body Image.

The following information is from the Women’s Center at Grand Valley State University.

**One list cannot automatically tell you how to turn negative body thoughts into positive body image, but it can help you think about new ways of looking more healthfully and happily at yourself and your body.  The more you do that, the more likely you are to feel good about how you are and the body you naturally have.

1. Appreciate all that your body CAN do.  Every day your body carries you closer to your dreams.  Celebrate all of the amazing things your body does for you–running, dancing, breathing, laughing, dreaming, etc.

2. Keep a top 10 list of things you like about yourself–things that aren’t related to how much you weight or what you look like.  Read your list often.  Add to it as you become aware of more things to like about you.

3. Remind yourself that “true beauty” is not simply skin-deep.  When you feel good about yourself and who you are, you carry yourself with a sense of confidence, self acceptance, and openness that makes you beautiful regardless of whether you physically look like a supermodel.  Beauty is a state of mind, not a state of your body.

4. Look at yourself as a whole person.  When you see yourself in a mirror or in your mind, choose not to focus on specific body parts.  See yourself as you want others to see you–as a whole person.

5. Surround yourself with positive people.  It is easier to feel good about yourself and your body when you are around others who are supportive and who recognize the importance of liking yourself just as you naturally are.

6. Shut down those voices in yoru head that tell you your body is not “right” or that you are a “bad:person.  You can overpower those negative thoughts with positive ones.  The next time syou start to tear yourself down, build yourself back up with a few quick affirmations that work for you.

7. Wear clothes that are comfortable and that make you feel good about your body.  Work with your body, not against it.

8. Become a critical viewer of social and media messages.  Pay attention to images, slogans, or attitudes that make you feel bad about yoruself or you body.  Protest these messages:  write a letterto the advertiser or talk back to the image or message.

9. Do something nice for yourself–something that lets your body know you appreciate it.  Take a bubble bath, make time for a nap, find a peaceful place outside to relax.

10. Use the time and energy that you might have spent worrying about food, calories, and your weight to do something to help others.  Sometimes reaching out to other people can help you feel better about yourself AND can make a positive change in our world.

 

Love Your Body Day!

Today I went to the Love Your Body Tables set up by the Women’s Center and got some information.  The information is as follows:

Love Your Body Day is a day that promotes positive, healthy images of women and girls and combats the impossible beauty standards society places on us.  It’s a day where women can celebrate themselves for exactly who they are and define beauty in their own terms.

For the price of——————>You could have:

Breast implant surgery                              a year of college tuition

a year’s woth of Slim-Fast                          plane tickets to Europe

one month of fake tanning                             a one hour massage

a set of salon highlights                                  two weeks of groceries

uncomfortable shoes                                    gas for a 1,200 mile road trip

a pair of designer jeans                                  a lift ticekt a ski resort

a set of acrylic nails                                         a day at an amusement park

a breast enhancing bra                                         an afternoon canoe trip

12 fashion magazines                                                dinner at a nice restaurant

another tube of lipstick                                           a long distance call to a friend

 

What you can do:

Host an ‘indulgence party’-invite friends over and encourage them to wear whatever makes them feel good-sweats, flip flops, pjs,–and serve delicious, decadent foods or silly snacks without the guilt.

Sounds off to advertisers–Don’t buy products from companies that use negative images of women in advertising.  Make sure that magazine editors, television producers, and other know what you think about the images they are choosing.

Make a pact with yourself- to treat your body with respect.  Give yourself a break from women’s magazines and the mass media.  Try a new physical activity just for fun, not to lose weight.  Stop weighing yourself, and change your goal from weight loss to improving your health.

PolyTech Products.

Situational Analyis:

Melissa Raymond is a chemist in Poly Tech Products’ resins laboratory.  She is trying to decide how to fight for a new product that she wants to introduce.  Raymond’s job is to find new and more profitable applications for the company’s present resin products–however her current efforts are running into unexpected problems.  She has been working on trying to find a new way to market the company’s foamed polystyrene.

Finally, Melissa was able to come up with a way to present the polystyrene.  Her idea was, “foamed-dome,” she wants to construct foam topped roofs.  Her description of this project was as follows, “The construction of a foamed dome involved the use of a specially designed machine that bends, places, and bonds pieces of plastic foam together into a predetermined dome shape.  In forming a dome, the machine head is mounted on a boom, which swings around a pivot like the hands of a clock, laying and bonding layer upon layer of foam board in a rising spherical form” (McGraw 651).

The marketing research team did some digging on existing foam structures and it turned out that many are cement based, and if they used the foam board it would save a huge sum of money.  They also for about four to five years did their own contracting to demonstrate her, “foamed-dome” idea.  After doing all of this she was finally getting back some feedback, however most of it was negative.  Raymond is convinced that once she can further her project it will eventually be excepted.  She has her main boss backing her up, but the rest of the managers are not so sure that they want her spending all that money on the project.  It seems that her company is not sure if her project is going to make it because they are concerned about going on with more demonstrations or going ahead at all.

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The Definition of Polysterene is a rigid transparent thermoplastic.  More information can be found at Audio English.

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The Marketing Mix

Product: The product they are selling is the “Foamed Dome” and they want to be able to make roof tops out of polysterene.  This product is better than using cement because it is much cheaper and it would save the businesses who are building a ton of money.

Place: Focuses on existing dome structures but replacing the cement with foam. It seems to be the most beneficial in California according to the following document. Census.

Promotion: The objective is to promote to construction workers at first.  After they hit they group of workers they will try and promote to the international market.

Price: When contractors switch to the Polysterene they will be saving a lot of money, because they will no longer be cement based.  This will help out the buyer’s of the product as well because the price will be more reasonable.

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You can check out my Swot analysis for Case #5 at the following link. SWOT-simple

Strengths:

*The polysterene is a much lower cost then the Cement based product that they are using now for construction.*The Foam boards have several advantages to them, that I have listed further down in the case study.*This is a new product that is growing.

Weaknesses:

*The building codes in many cities are not written to use foam based products, but only cement and wood.*They have a lack of marketing expertise, so they are not advertising their product very well.  They have only had a chance to show it to some leading architects, and seen their reactions

Opportunities:

*Because it is a new product they have a chance for a brand new customer base.* They now will have a chance for an international market, because if the building codes here in America are not set to work they could try building in other countries.

Threats:

*They are having a very hard time getting construction workers to agree to use the polysterene foam idea.  Many of their reactions were that kids will poke holes in it, building codes are not up to par, and so on.*Raymond is also running into the problem of now her managers are not sure if they want her to continue with research because of the feedback that they have gotten.

* * * * * * * * * * * * * * *

The problem that Raymond is having is that contractors will not back her up because of the construction codes that they have to follow.  Many have told her that if the codes change maybe they would be interested in using her idea.  Some have said that the foam will just get holes poked in it, and that her product does not have the resistance of cement.  She needs to convince everyone, even her managers, that her product is worth using and that it is beneficial.  Because all of these results were unexpected and she wants to build more to show them that her product is worth it.

Solutions:

1. Raymond should try working with a bigger team of scientists to improve the results of the “Foamed Dome.”

2. Raymond and her team could work harder to promote the advantages of Polystyrene “foamed dome” to contruction workers.  That way they will understand how much it could benefit their building costs.

3. PolyTech could get another team together to get the same research as Raymond’s team, that way they will have more than one set of data.  This way they could benefit the customers that they want to make happy.

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The rationale solution that Raymond and her team should use is getting out there and promoting her idea of the “foamed dome” to the construction workers a little bit better.  I think that once she does that her product will be well recognized.  They need to work hard to see the customer value of their product, because their product is much cheaper than using a cement base.  However, many customers do not see that right now and Raymond and her team need to work hard to make that happen.  They will need to market this product better by getting construction workers to use it, and have them suggest it to their customers.  So first it will be business to business and then they will promote it customer to customer.  They have many Macro environment factors that are controlling the out come of their product.  Once these outcomes become more controlled then their product will be promoted and better used.

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Polysterene Foam at work! Construction Sites…

Served by Domes:

Bulk Storage * Cold Storage *Educational Construction *Covers for industrial tanks *Light commercial construction * Planetariums *Recreational construction

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Target Buyer: The target buyer for Raymond’s product was business to business because right now they are trying to promote their product.  They need anyone construction worker who is willing to use their product to use it and then promote it on to their customers.

Competitive Situation: PolyTech’s competitors are the organizations that are using the cement based products.  Such as…Dewitt Products.

Advantages:

1. Foam board is stiff–but can be formed or bonded to itself by heat alone.

2. Foam board is extremely lightweight and easy to handle.  it has good structural rigidity.

3. Foam Board has excellent and permanent insulating characteristics.

4. Foam board provides an excellent base on which to apply a variety of surface finishes, such as a readily available concrete-based stucco that is durable and inexpensive.

Different Types of Eating Disorders.

There are many different types of eating disorders.  Diabulimia is only one of them, and it has been hard for me to deal with.  So I thought I would share some information on the other types of eating disorders so if you or a loved one has one you know which one it is.  If you have an eating disorder, please call someone today and talk about it.  This should not be hidden in the dark, it is scary and hard to go through.

Types.

Anorexia Nervosa: Is an eating disorder that happens when people choose not to maintain a healthy weight.  Many fall below 15% of their normal body weight.  People who have this disorder battle hunger everyday and are extremely scared of gaining weight or becoming what they perceive to be fat.  This disorder rarely resolves on its own and often requires a significant amount of treatment.  Anorexia may also include excessive exercise, or the use or abuse of diet aids or any other type of drug to lose weight. There are many dangerous and potentially life threatening side effects to this disorder, including heart problems, organ damage, and even long-term bone damage.

Bulimia Nervosa: A person with this disorder with bulimia eats a lot of food in a short amount of time.  This is called binging, the person may fear gaining weight after a binge.  Binging can cause feelings of shame and guilt. Treatment often involves several components including working with therapists, dieticians and psychiatrists.

Binge-Eating Disorder: Characterized primarily by periods of uncontrolled, impulsive, or continuous eating until you are uncomfortably full.  May be sporadic fasts or repetitive diets and feelings of shame or self hatred.

Anorexia Athletica: Compulsive exercise often by those who no longer enjoy exercising.   People with this disorder may have some of these symptoms:

• Repeatedly exercise beyond the requirements for good health.
• Be fanatical about weight and diet.
• Steal time from work, school, and relationships to exercise.
• Strive to achieve and master ever more difficult challenges
• Forget that physical activity can be fun.
• Define self-worth in terms of performance.
• Rarely be satisfied with athletic achievements. Small satisfactions are fleeting and they do not savor victory; they push on to the next challenge immediately.
• Justify excessive behavior by defining themselves as a “special” or “elite” athlete.

There are a few more that can be found at the following websites.

Information provided can be found at these websites: Eating Disorders and Types of Eating Disorders.

10 Ways to Love Your Body.

The Following information is from the Women’s Center on Grand Valley State University’s Campus.  If you or a loved one have an eating disorder and need help, don’t wait go today.

Body Image

Increasing numbers of people are struggling with their bodies and their self-esteem, trying to shape themselves into what they consider to be the ideal body image.  The struggle with body image is not limited to young women as young men are also affected.  Eating disorders are on the rise among men.  Regardless of gender, the diet industry has become a multi-billion dollar industry, and millions of men and women alike are becoming consumers of cosmetic surgery as it gains popularity in the mainstream culture.

How to Love Your Body.

The top ten selections from Dr. Margo Maine’s 20 Ways to Love Your Body;

1. Think of your body as the vehicle to your dreams. Honor it. Respect it.  Fuel it.

2. Create a list of all the things your body lets you do. Read it and add to it often.

3. Become aware of what your body can do each day.  Remember it is the instrument of your life, not just an ornament.

4. Create a list of people you admire: people who have contributed to your life, your community, or the world.  Consider whether their appearance was important to their success and accomplishments.

5. Walk with your head held high, supported by pride and confidence in yourself as a person.

6. Don’t let your weight or shape keep you from activities that you enjoy.

7. Wear comfortable clothes that you like, that express your personal style, and that feel good to your body.

8. Count your blessings not your blemishes.

9. Think about all the things you could accomplish with the time and energy you currently spend worrying about your body and appearance.  Try one!

10. Be your body’s friend and supporter, not its enemy.

Perception of My Body Now and Then.

When I was in High School and had my eating disorder I weigh the same as I do now.   But my perception on my body was a whole lot different.  In school I was always the tall girl and the one  who wore a size 12.  Well as you know a size 12 when you are in High School is more of a women’s size not a teen ager size.  My friends always told me that I looked fine, but I never felt fine, because I could not get a boyfriend.  I always felt that I was bigger than everyone else.  The problem with this was also that all of my friends were much shorter than me, and also much skinnier.

My perception of my body when I was sixteen was that I was ugly, everything about me was ugly.  This is one of the reasons that my eating disorder developed.  However, I was not ugly I was a beautiful young girl and had plenty of friends to tell me that.  My family would always tell me that as well, but it just did not matter because I already had my mind made up.  One of the things I remember most, was that I knew that what I was doing to myself was wrong, and that I needed help.  I got help right away.  I saw a counselor while I was in High School and it helped a little bit.  The words I never heard though were, “this is not all your fault.”

After being “cured” years later I learned that my eating disorder is caused when I feel like I have no control over the situation.  During the time that I had one, my parents were going through a divorce, and I just got diagnosed with Diabetes.  However, when parents get divorced you think that they are done “seeing” each other, well that was not the case for my parents.  They are still great friends and were during that time.  That was hard for me to deal with because it would have been easier if one would have just been out of my life.  At the time I felt that way, but now I know that they were trying to make things easier on my sisters and I.

When I look at my body today and think about the fact that I had an eating disorder it is hard for me.  It is not easy for me to be talking about this openly on the web for everyone to see, but the plain hard truth is that I had one.  I do not think that anyone is ever cured from having an eating disorder but that is my personal opinion.  I say that knowing that when times get tough the first place I go is the bathroom, and yell at myself saying, “get out.”  I know that I can recover from this, but I also know that there is a lot to talk about and deep down inside I still hurt from it.

From the Beginning.

When I was fifteen years old I was diagnosed with Type 1 Diabetes and shortly after that my parents decided to get divorced.  As you can imagine all of that put together caused a huge impact on my life.  I did not want to turn to anyone for help, not even my two sisters.  I felt as if the world was caving in on me, and I had no where to turn.

After I started taking the insulin I gained 30 pounds in just two weeks, so as a teen ager one can just imagine how I was feeling.  Although many teachers were telling me that I looked much healthier now that I was no longer sick.  I still felt as if something was wrong with me.  I worked very hard to try and get back to my original weight of 160 pounds, but to this day I cannot.  Being diagnosed with diabetes was a life changing experience.  It was something that I had no control over, and when my parents decided to get divorced, well I had no control over that either.

That summer I worked at an ice cream shop called Hometown Creamery, it was so much fun and I met a ton of new friends.  However, I was working a ton of hours and felt like I was making no money at all.  Eventually, I was barely eating anything maybe one meal a day.  If I did eat I would manipulate the amount of insulin I took so that my blood sugar would not get messed up, when I did not keep the meal down.  This is called, “Diabulimia” and when I was doing this to myself I had no idea.  This lasted almost 2 years, but it was on and off, and I did lose weight.

I am not officially over my eating disorder, because when things get really hard or if someone yells at me and I did not do anything wrong, sometimes I want to go back to that place.  It was a place where I had control and no one else did.  It was a place where, yes I was taking an easy way out, but I was escaping the things that made me feel awful.

I want to help others who feel this way, I want to show them that this is not the way.  There are more than just diabulimia eating disorders out there.  We need to help these girls, and even guys who suffer from eating disorders, there are ways to stop, and ways to not go back.  I know it is hard, because I have been there.  I just want to show that it is possible.