The Geography of Borders: The Method

This text is a first that the author would develop later. It is illustrated with case studies and original terminology. It begins with a brief conceptual contribution on the difference in approach between the German and French geographical schools, and continues with a reflection on the historical and geographical relativity of the boundary. Subsequently, at its greatest extent, the article provides a taxonomy of states: amorphous states, in three cases, that of the "savage peoples" without boundaries, of black Africa; that of semi-civilized peoples of northwest Africa, and the particular case of European civilized nomads, called ―terranovas‖. Framed states, with borders undergoing processes of emergence or extension, especially the case of Yugoslavia. And, in addition, some references to stable boundaries of Albania and the Netherlands

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.