Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

Arte, ciudad y creatividad. Los paisajes publicitarios de Nicolás Gless.

El presente artículo investiga la influencia del fenómeno publicitario como elemento configurador de la esencia urbana en la obra del dibujante y pintor Nicolás Gless. Una obra en la que la publicidad y el diseño gráfico sobrepasan el papel de ornamento para convertirse en rasgo hiperbólico de las sociedades posmodernas. Unos referentes decisivos que, unidos a un profundo conocimiento de los movimientos artísticos del siglo XX y un lenguaje visual cercano al comic, cristalizan en una serie de paisajes urbanos de estilo muy reconocible denominados “paisajes electrográficos”. Un caso paradigmático de las influencias recíprocas entre arte y publicidad vigentes desde mediados del siglo XIX.

'Scratch' locative audio drama - report to BBC executives on trial at BBC FreeThinking 2008

‘Scratch’ investigates the use of physical space as a representation of narrative and dramatic structure. An audio-drama, it is a world-first in being location-sensitive without being tied to any particular place (preceding attempts by others have emphasised location-specific aspects of the genre). Developed in collaboration with and part-funded by BBC Radio Drama, it builds on research undertaken for ‘Dragons’ (output 4). It uses pre-recorded audio on GPS-enabled mobile devices allowing sounds to be virtually attached to locations in an outdoor space. As participants move, they encounter scenes forming a coherent drama which behave differently if the same place is visited more than once. This translocational approach opens novel artistic possibilities exploited through team expertise in narrative, sound design and advanced interaction. It is also significant in the economics of broadcast media as a more viable proposition than the many experimental locative experiences which have been site-specific: this was of great interest to the BBC. The public performance selected for BBC FreeThinking, 1-2 September 2008 in Liverpool as part of European Capital of Culture was reported in a co-authored 2009 conference presentation at ISEA, Belfast, 26-29 August 2009 and in a co-authored short chapter in Spierling and Szilas (eds.) Interactive Storytelling, Springer 2008. Boyd Davis directed the project and devised and undertook the evaluation with 40 trial listeners, reporting to BBC executives (http://researchonline.rca.ac.uk/1000/) for whom a second trial was also run in London in 2009. The evaluation used interview, video observation and a questionnaire combining an open question at the beginning with more specific questions later, avoiding channelling respondents' reactions immediately after the experience into issues which might not be uppermost in their minds, while also yielding data capable of rigorous analysis. The evaluation was to provide feedback to the makers of the drama and to guide policy at the BBC. [287] Participants were recruited principally through the publicity for FreeThinking 2008 – mainly via the festival website. The average age of participants was 40. The gender of participants was 20 males, 17 females and 3 null returns. The evaluation strategy was to combine an open question at the beginning with more specific questions later. In this way we avoided channeling respondents' initial opinions immediately after the experience into issues which might not be uppermost in their minds, while also yielding data capable of rigorous analysis. The purpose of the evaluation was to provide guidance for ourselves as the makers of the drama and to guide policy at the BBC on locative and other interactive media. The responses are analysed in the report.

A comunicação interna numa organização pública

The present study compose an analysis on the process of internal communication at a public organization, built on the survey data originary of administrative conduct, observation on the cultural model of the organization and how the interdepartmental and interpersonal relations shows up. The research, exploratory descriptive kind, had theoretical basis on two knowledge areas Administrative Science and Social Communication and was developed at Instituto do Desenvolvimento Econômico e Meio Ambiente IDEMA, in Rio Grande do Norte. During data collection, were conducted spontaneous and semi structured interviews with directors and coordinators, besides the application of directed questionnaire to functionaries in two unites of the institution. Through the analysis and interpretation of the data, we came to the conclusion that the process of internal communication at a public organization fall in with same challenges of private organizations, but with peculiarities that attracts the scientific look specially, in concern of the attitude assumed by the administrators in the conduction of communication functions inside the organization, the profile of social actor and the communication channels used. Although the organizational communication represents more and more a strategic function, as an administration tool, the point that research gets to shows that in public organizations the communication refrains from administrative purpose and with the major objective of giving publicity to the institutional acts and actions

Fatores que influenciam o uso do marketing de guerrilha nas empresas em Portugal

Atualmente vivemos numa era em que a publicidade nos rodeia através de várias formas e onde as empresas esforçam-se cada vez mais para tornar eficaz a mensagem que pretendem passar. O uso de métodos convencionais, como a televisão, rádio, ou até outdoors, está a tornar-se pouco eficaz. Em muito pouco tempo, nos últimos vinte anos, a Internet mudou a nossa forma de viver, sendo até comparado ao Renascimento e à Revolução Industrial. As gerações mais recentes nasceram rodeadas deste “boom” publicitário, o que as tornou imunes. De forma a contornar este problema, surge Levinson em 1989 onde apresenta uma forma de minimizar este efeito e ao mesmo tempo proporcionar a que pequenas empresas tenham capacidade de competir com as maiores (Levinson, 2007). Assim, o marketing de guerrilha caracteriza-se por estar normalmente associado a implementações de baixo custo, que por vezes são irrepetíveis, pois conseguem alcançar um impacto “wow” significativo junto do grande público (Oliveira & Ferreira, 2013). O presente estudo contribui para a literatura do marketing de guerrilha existente, realizando assim uma compilação acerca do desenvolvimento desta temática até aos dias de hoje. De forma a perceber quais são os fatores que influenciam o uso do marketing de guerrilha pelas empresas portuguesas, foram inquiridas 140 empresas de todo o país, através de um questionário com base no estudo desenvolvido por Overbeek (2012). Através desta investigação exploratória, numa área ainda pouco explorada em Portugal, até à data, em especial a nível académico, “verificou-se que existe uma grande procura por este tipo de ferramentas não convencionais, tanto que, verificou-se que 86,4% da amostra já presenciou uma ação de guerrilha, no entanto apenas 36,4% admite já ter implementado na sua empresa, o que levanta a questão do porquê de uma taxa tão reduzida de utilização deste tipo de abordagem não convencional (Almeida & Au-Yong-Oliveira, 2015, p.1). A explicação poderá estar ligada à grande aversão à incerteza que existe em Portugal (Hofstede, 2001), e ao receio da mudança e da experimentação de novos produtos em Portugal (Steenkamp et al., 1999). Fatores que não irão mudar durante décadas, dado o tempo que demora a mudar culturas nacionais (Hofstede, 2001). Verifica-se também que na amostra das 140 empresas se destacam pessoas formadas (ao grau de licenciatura e mestrado) em Marketing (18,7% da amostra), Design (15,7%), Gestão (10,4%) e Tecnologias da Informação e Comunicação (7,9%). Pode-se concluir que são as quatro áreas fundamentais, ou pelo menos a necessidade existe em ter conhecimento nestas quatro áreas atualmente. Devido à [pequena] dimensão das empresas, um colaborador que tenha estas quatro competências tem uma vantagem competitiva face aos restantes, no que toca a hard skills.

Variations in chemoprophylaxis for meningococcal disease: a retrospective case note review, analysis of routine prescribing data and questionnaire of general practitioners

BACKGROUND: Invasive meningococcal disease is a significant cause of mortality and morbidity in the UK. Administration of chemoprophylaxis to close contacts reduces the risk of a secondary case. However, unnecessary chemoprophylaxis may be associated with adverse reactions, increased antibiotic resistance and removal of organisms, such as Neisseria lactamica, which help to protect against meningococcal disease. Limited evidence exists to suggest that overuse of chemoprophylaxis may occur. This study aimed to evaluate prescribing of chemoprophylaxis for contacts of meningococcal disease by general practitioners and hospital staff. METHODS: Retrospective case note review of cases of meningococcal disease was conducted in one health district from 1st September 1997 to 31st August 1999. Routine hospital and general practitioner prescribing data was searched for chemoprophylactic prescriptions of rifampicin and ciprofloxacin. A questionnaire of general practitioners was undertaken to obtain more detailed information. RESULTS: Prescribing by hospital doctors was in line with recommendations by the Consultant for Communicable Disease Control. General practitioners prescribed 118% more chemoprophylaxis than was recommended. Size of practice and training status did not affect the level of additional prescribing, but there were significant differences by geographical area. The highest levels of prescribing occurred in areas with high disease rates and associated publicity. However, some true close contacts did not appear to receive prophylaxis. CONCLUSIONS: Receipt of chemoprophylaxis is affected by a series of patient, doctor and community interactions. High publicity appears to increase demand for prophylaxis. Some true contacts do not receive appropriate chemoprophylaxis and are left at an unnecessarily increased risk

Trajetórias do canto coral no Maranhão: FEMACO como referência histórica num processo de continuidades e rupturas

O FEMACO – Festival Maranhense de Coros – teve durante a sua existência (1977-2012) um forte impacto sociocultural em São Luís, capital do Maranhão e contribuiu decisivamente para a formação de diretores corais e educadores musicais nesta região. A presente investigação constitui um levantamento histórico dos 36 anos de existência deste festival e uma reflexão sobre a sua contribuição para a música coral no Estado do Maranhão. Para chegar a estes objetivos foi realizado um levantamento dos materiais impressos que constam do arquivo do próprio Festival, existente na Universidade Federal do Maranhão, nomeadamente dos cartazes e brochuras com os programas do festival, e dos registos existentes nos jornais locais sobre o mesmo. Foram realizadas entrevistas com os autores do projeto FEMACO e foi ainda feito um inquérito, através de um questionário, a professores e regentes que participaram no festival. Sendo este o primeiro registo histórico sobre o FEMACO, um dos festivais de corais mais antigos da região Nordeste do Brasil, pretende-se realizar uma reflexão sobre a sua influência na música coral no Maranhão e fornecer dados que, esperamos, poderão servir como fonte de consulta para futuras investigações.

Art and the Body Image: about Self and Stereotypes

Today's man is socially absorbed by problematic body issues and everything that this means and involves. Literature, publicity, science, technology and medicine compound these issues in a form of this theme that has never been seen before. In the artistic framework, body image is constantly suffering modifications. Body image in sculpture unfolds itself, assuming different messages and different forms. The body is a synonym of subject, an infinite metaphorical history of our looks, desires, that leads one to interrogate his/her image and social and sexual relations. These are understood as a manifestation of individual desires freed from a moral and social imposition. It attempts a return to profound human nature before we are turned into a cloning industry. In thisstudy it isimportant for usto understand in which form doessculpture reflect body image as a sociocultural and psychological phenomenon within the coordinates of our time. To understand how they represent and what artists represent in sculpture as a multiple and complex structure of human sexuality. Today, the sculptural body, expanding its representation, no longer as a reproduction of the corporal characteristics, presents the body in what it possesses of most intimate, unique, human and real, that moves, reacts, feels, suffers and pulsates, a mirror of us all.

Gestão de marcas e arranjos produtivos: A marca «vinho do Porto»

A gestão da marca, enquanto elemento distintivo organizacional, progressivamente, merece atenção especial no mundo dos negócios. Ativo intangível de especial significância cuja gestão profissional é essencial para a construção de sinergias com os objetivos organizacionais e implementação de estratégias de negócio. Este artigo tem como objetivo analisar características inerentes à gestão da marca “Vinho do Porto”, destacando a perspectiva da “marca-país” e relevância da gestão desta como vantagem competitiva, para o produto e país de modo geral, particularmente, num ambiente em que as externalidades positivas são estimuladas, no âmbito do arranjo produtivo. A coleta de dados baseou-se na observação – durante período de vivência em Portugal por um dos autores –, informações levantadas em Institutos relacionados ao Vinho do Porto, empresas comerciantes, e obras publicadas sobre o Vinho. A análise baseou-se em referencial relacionado à gestão de marcas, publicidade, posicionamento e clusters. Destacam-se os esforços das empresas na divulgação da marca no mercado global, Institutos envolvidos e até mesmo do governo, por se tratar de um produto não só gerador de muitos empregos diretos e indiretos, mas um efetivo instrumento de difusão da marca-país/Portugal, além fronteiras.

Assessment of positive parenting programmes in the Autonomous Region of the Basque Country (Spain)

This paper presents the results of a study aimed at identifying and assessing positive parenting programmes and activities carried out in the Autonomous Region of the Basque Country (ARBC), Spain. The study is a development of the III Inter-institutional Family Support Plan (2011), drafted by the Basque Government's Department of Family Policy and Community Development, and its aim is to offer a series of sound criteria for improving existing programmes and ensuring the correct design and implementation of new ones in the future. It analyses 129 programmes and gathers data relative to institutional management and coordination, format, quality of the established aims, adaptation to the theoretical proposal for an Optimal Positive Parenting Curriculum, scientific base, use of the framework of reference for competences, working method, assessment techniques, budgets and publicity, among others. The results highlight the good quality of the programmes' aims and content, and the poor systematic assessment of these same aspects. The study concludes with a series of recommendations for improving the initiatives, integrated into a proposal for a system of indicators to assess and implement positive parenting programmes.

Análise bioética da utilização de imagens de pacientes em mídias sociais eletrônicas

Dissertação (mestrado)—Universidade de Brasília, Faculdade de Ciências da Saúde, Programa de Pós-Graduação em Bioética, 2016.

A comunicação interna numa organização pública

The present study compose an analysis on the process of internal communication at a public organization, built on the survey data originary of administrative conduct, observation on the cultural model of the organization and how the interdepartmental and interpersonal relations shows up. The research, exploratory descriptive kind, had theoretical basis on two knowledge areas Administrative Science and Social Communication and was developed at Instituto do Desenvolvimento Econômico e Meio Ambiente IDEMA, in Rio Grande do Norte. During data collection, were conducted spontaneous and semi structured interviews with directors and coordinators, besides the application of directed questionnaire to functionaries in two unites of the institution. Through the analysis and interpretation of the data, we came to the conclusion that the process of internal communication at a public organization fall in with same challenges of private organizations, but with peculiarities that attracts the scientific look specially, in concern of the attitude assumed by the administrators in the conduction of communication functions inside the organization, the profile of social actor and the communication channels used. Although the organizational communication represents more and more a strategic function, as an administration tool, the point that research gets to shows that in public organizations the communication refrains from administrative purpose and with the major objective of giving publicity to the institutional acts and actions

Meios de comunicação e mudanças na política : esses homens poderosos e suas máquinas de comunicar

Tese (doutorado)—Universidade de Brasília, Faculdade de Comunicação, Programa de Pós-Graduação em Comunicação, 2016.

Parental views of antibiotic use in children with upper respiratory tract infections in Jordan

Purpose: To assess the knowledge, attitudes and practices of parents towards antibiotics use for upper respiratory tract infections (URTIs) in Jordan. Methods: A cross-sectional study was carried out at 10 private outpatients’ pediatric clinics across Amman-Jordan from September to December 2013. During the study period, 1329 parents of young children who fulfilled the inclusion criteria and agreed to participate were interviewed, and completed a validated structured questionnaire. Results: A large proportion of parents (903, 68 %) believed that weather change was the main cause of acute URTIs in their children. Although 1098 (82.8 %) of parents were aware that the recurrent use of antibiotics leads to a decrease in effectiveness due to bacterial resistance, 859 (64.6 %) of the respondents reported that they would give antibiotics without prescription. Fathers (135, 40.2 %), were significantly more aware that URTIs follow its natural course without antibiotic administration compared to mothers (N = 327, 32.9 %), respectively (p = 0.005). Conclusion: There is a lack of adequate parental knowledge concerning the use and misuse of antibiotics in children in Jordan. National publicity campaign should be mounted to improve awareness. Furthermore, existing laws should be enforced to prevent parents from purchasing antibiotics over-thecounter (OTC).

Al Público

32 p.