Técnicas e tácticas de guerrilha e o seu impacto junto do grande público

Vivemos actualmente numa sociedade caracterizada pela informação, pela segmentação do público e pela crescente necessidade de experiências por parte deste mesmo público, em que é cada vez mais difícil para as marcas posicionarem-se no mercado, razão pela qual é necessário pensar em novas estratégias publicitárias para comunicar com os consumidores. Em face deste cenário, o Marketing de Guerrilha pode constituir-se como uma ferramenta diferenciadora e eficaz, já que se propõe desenvolver soluções à medida dos públicos através da implementação de acções inesperadas, ousadas, impactantes e, sobretudo, geradoras de experiências. Neste contexto este trabalho procura aprofundar o conhecimento deste novo tipo de comunicação publicitária a partir da identificação das suas técnicas e tácticas mais usadas e do estudo do seu impacto junto do grande público, entendido este como a viralidade da acção, medida em Plays, e o feedback do consumidor, medido em Likes e Dislikes. Considerando a diminuta investigação científica sobre este tema, bem como a parca literatura disponível, esta dissertação assume a forma de um estudo exploratório do tipo misto sequencial, desenvolvido com base numa análise qualitativa seguida de quantitativa de 150 casos publicados online, disponibilizados na base de dados Ads of the World. Identificadas as técnicas e tácticas mais comuns, os resultados do trabalho empírico sugerem a existência de dependência entre técnicas ou tácticas e a viralidade da acção e feedback do consumidor.

Experimental Study And Evaluation Of Paper-Based Inkjet Electrodes For ECG Signal Acquisition

Applications involving biosignals, such as Electrocardiography (ECG), are becoming more pervasive with the extension towards non-intrusive scenarios helping targeting ambulatory healthcare monitoring, emotion assessment, among many others. In this study we introduce a new type of silver/silver chloride (Ag/AgCl) electrodes based on a paper substrate and produced using an inkjet printing technique. This type of electrodes can increase the potential applications of biosignal acquisition technologies for everyday life use, given that there are several advantages, such as cost reduction and easier recycling, resultant from the approach explored in our work. We performed a comparison study to assess the quality of this new electrode type, in which ECG data was collected with three types of Ag/AgCl electrodes: i) gelled; ii) dry iii) paper-based inkjet printed. We also compared the performance of each electrode when acquired using a professional-grade gold standard device, and a low cost platform. Experimental results showed that data acquired using our proposed inkjet printed electrode is highly correlated with data obtained through conventional electrodes. Moreover, the electrodes are robust to high-end and low-end data acquisition devices. Copyright © 2014 SCITEPRESS - Science and Technology Publications. All rights reserved.

On the choice of posittioning and cluster size for fixed relay stations in a LTE network

The long term evolution (LTE) is one of the latest standards in the mobile communications market. To achieve its performance, LTE networks use several techniques, such as multi-carrier technique, multiple-input-multiple-output and cooperative communications. Inside cooperative communications, this paper focuses on the fixed relaying technique, presenting a way for determining the best position to deploy the relay station (RS), from a set of empirical good solutions, and also to quantify the associated performance gain using different cluster size configurations. The best RS position was obtained through realistic simulations, which set it as the middle of the cell's circumference arc. Additionally, it also confirmed that network's performance is improved when the number of RSs is increased. It was possible to conclude that, for each deployed RS, the percentage of area served by an RS increases about 10 %. Furthermore, the mean data rate in the cell has been increased by approximately 60 % through the use of RSs. Finally, a given scenario with a larger number of RSs, can experience the same performance as an equivalent scenario without RSs, but with higher reuse distance. This conduces to a compromise solution between RS installation and cluster size, in order to maximize capacity, as well as performance.

An experimental study to compare the interface pressure and experience of healthy participants when lying still for 20 minutes in a supine position on two different imaging surfaces

Introduction: Pressure ulcers are a high cost, high volume issue for health and medical care providers, affecting patients’ recovery and psychological wellbeing. The current research of support surfaces on pressure as a risk factor in the development of pressure ulcers is not relevant to the specialised, controlled environment of the radiological setting. Method: 38 healthy participants aged 19-51 were placed supine on two different imaging surfaces. The XSENSOR pressure mapping system was used to measure the interface pressure. Data was acquired over a time of 20 minutes preceded by 6 minutes settling time to reduce measurement error. Qualitative information regarding participants’ opinion on pain and comfort was recorded using a questionnaire. Data analysis was performed using SPSS 22. Results: Data was collected from 30 participants aged 19 to 51 (mean 25.77, SD 7.72), BMI from 18.7 to 33.6 (mean 24.12, SD 3.29), for two surfaces, following eight participant exclusions due to technical faults. Total average pressure, average pressure for jeopardy areas (head, sacrum & heels) and peak pressure for jeopardy areas were calculated as interface pressure in mmHg. Qualitative data showed that a significant difference in experiences of comfort and pain was found in the jeopardy areas (P<0.05) between the two surfaces. Conclusion: A significant difference is seen in average pressure between the two surfaces. Pain and comfort data also show a significant difference between the surfaces, both findings support the proposal for further investigation into the effects of radiological surfaces as a risk factor for the formation of pressure ulcers.

2D PCA-Based localization for mobile robots in unstructured environments

In this paper a new PCA-based positioning sensor and localization system for mobile robots to operate in unstructured environments (e. g. industry, services, domestic ...) is proposed and experimentally validated. The inexpensive positioning system resorts to principal component analysis (PCA) of images acquired by a video camera installed onboard, looking upwards to the ceiling. This solution has the advantage of avoiding the need of selecting and extracting features. The principal components of the acquired images are compared with previously registered images, stored in a reduced onboard image database, and the position measured is fused with odometry data. The optimal estimates of position and slippage are provided by Kalman filters, with global stable error dynamics. The experimental validation reported in this work focuses on the results of a set of experiments carried out in a real environment, where the robot travels along a lawn-mower trajectory. A small position error estimate with bounded co-variance was always observed, for arbitrarily long experiments, and slippage was estimated accurately in real time.

Enhanced PCA-based localization using depth maps with missing data

In this paper a new method for self-localization of mobile robots, based on a PCA positioning sensor to operate in unstructured environments, is proposed and experimentally validated. The proposed PCA extension is able to perform the eigenvectors computation from a set of signals corrupted by missing data. The sensor package considered in this work contains a 2D depth sensor pointed upwards to the ceiling, providing depth images with missing data. The positioning sensor obtained is then integrated in a Linear Parameter Varying mobile robot model to obtain a self-localization system, based on linear Kalman filters, with globally stable position error estimates. A study consisting in adding synthetic random corrupted data to the captured depth images revealed that this extended PCA technique is able to reconstruct the signals, with improved accuracy. The self-localization system obtained is assessed in unstructured environments and the methodologies are validated even in the case of varying illumination conditions.