Efficient advertising strategies for the fragrance market

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The integration of online advertising: The effects of source expertise and certainty level of the message on consumer involvement and persuasion in the context of user-generated advertising

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Children emotional reactions toward advertising and brands: A drawing experiment

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The effectiveness of the Media Smart Program on promoting the critical thinking of children towards the use of celebrities in television advertising

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

How CSR claims in advertising affect children’s preferences and purchase intentions

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The integration of online advertising into social media

This study examined user-generated (UG) advertising in the context of social media networks. The focus was on how people, whether an expert in the area, a non-expert or a friend, influence the reader of the advertisement. Furthermore, the study analyzed how the certainty level of the UG advertisement influences the person viewing the ad. The study showed that for the friend source a high certainty message was more persuasive. However, regarding the certainty no significant results were found for the expert and non-expert. Further, the type of the source had a considerable impact on persuasion. Someone that we personally know (e.g., a friend) was rated most positive for all analyzes variables. This shows that with the rising usage of social media there are great opportunities for new effective advertising strategies that could include a new type of an endorser – friends.

Importance of global co-innovation networks: A TCS case study

Today all kinds of innovations and research work is done by partnerships of competent entities each having some specialized skills. Like the development of the global economy, global innovation partnerships have grown considerably and form the basis of most of the sophisticated innovations today. To further streamline and simplify such cooperation, several innovation networks have been formed, both at local and global levels. This paper discusses the different types of innovations and how cooperation can benefit innovation in terms of pooling of resources and sharing of risks. One example of an open global co-innovation network promoted by Tata Consultancy Services, the TCS COIN is taken as a case. It enables venture capitalists, consultants, research agencies, companies and universities form nodes of the network so that each entity can play a meaningful role in the innovation network. Further, two innovation projects implemented using the COIN are discussed. Innovation Networks like these could form the basis of a unique global innovation network, which is not owned by any company and is used by innovation partners globally to collaborate and conduct research and development.

O plano de deslocações urbanas e a resposta estratégica que falta aos PROTs e PDMs: A descentralização do planeamento do território e dos transportes

The sustainable urban mobility plan is the framework of planning and organisation of mobility system. It is a strategic and operational plan with consequences in the planning and organisation of territorial and transport systems. When it’s defining the principles and the objectives of sustainable development and when it’s working in the scenarios of modal shift more favourable to the alternative modes than the car, the planning and the organisation of territory will be integrated on the political of reduction of road circulation volumes, in the reduction of GEE, waste of space and time, in the improvement of quality of urban environment. The Urbanism Agencies and the Urban Transport Authorities will get their selves in the urban mobility plan, in territory scenarios development, mobility and transports, with the objective to understand the sustainable politics in the accessibilities which are available by the transportation bill. In Portugal, although the authorities are not yet working, the law (1/2009) recently approved in last December and published at the beginning of the year, they have the sustainable urban mobility plans forward in this strategy.