Proyecto Kimbi : Márketing viral. Pásalo o no

“Un reciente estudio de la consultora Nielsen estima en 49.650 millones de € las pérdidas anuales procedentes de la inversión en publicidad no efectiva en el mundo”.Esta noticia refleja un hecho que causa alarmismo en la sociedad. Semejante gasto desbaratado en llevar a cabo un proyecto que no causa ningún beneficio es motivo de preocupación entre economistas y profesionales del Marketing. Ciertamente, entenderíamos que multitud de personas se llevasen las manos a la cabeza ante la evidencia de semejante despilfarro. Llegados a este punto, hay que comunicar dos hechos. En primer lugar, hemos de aclarar que este es un titular ficticio y los datos que se aportan son irreales.Lamentablemente, en segundo lugar se ha de exponer que las cifras estimadas reales duplican –siendo optimistas‐ las anteriormente citadas (1 “Advertising expenditure forecast 2008” ZenithOptimedia – Nielsen Facts 2008).Actualmente los expertos en Marketing están en medio de un proceso de búsqueda de nuevas fórmulas que aumenten la eficacia y reduzcan el gasto de sus campañas publicitarias, y ése es el terreno en donde se mueve el Marketing viral, fenómeno en plena expansión gracias a la creciente importancia de Internet en nuestras vidas.Este hecho fue lo que nos ha empujado a investigar sobre la disciplina y sus métodos.Descubrir qué se ocultaba detrás de la categoría “viral” y darnos cuenta de su imparable desarrollo, descubriendo cómo habíamos sido a la vez verdugos y mártires en la propagación de mensajes publicitarios.En nuestro trabajo queremos darle un nuevo sentido al concepto de ahorro en el Marketing viral, intentado descubrir si es posible llevar a cabo una transformación low‐cost del concepto de Marketing viral y aplicarla con éxito a un sector de lapoblación en el que podamos controlar los efectos de una campaña de dichas características, por lo cual escogimos a los estudiantes del campus de Ciutadella de la Universidad Pompeu Fabra como target de nuestra campaña.Además, nos planteamos analizar el ahorro de nuestra campaña mediante el análisis y comparación coste‐resultado de otras vías de Marketing tradicionales con un concepto novedoso y a la vez preciso como es el de “eficacia real publicitaria”, en el cual nos servimos de estudios sociopsicológicos de consumidores para establecer unosbaremos más cercanos a la realidad que los métodos más comunes de medición de resultados publicitarios.Para ello, es necesario crear una identidad completamente nueva. Es aquí donde surge la marca, franquicia, empresa, organización y filosofía –ficticias‐ Kimbi. Y el reto exige un esfuerzo notable: dar a conocer una identidad –comercial y empresarial‐ ficticia que no ofrece ningún servicio ni producto a un sector poblacional y crear expectativas en elobjetivo, llamar su atención, grabar en sus mentes nuestros identificativos y esperar que el virus del “movimiento Kimbi” se propague entre ellos con éxito. Es decir, competir en el saturado panorama publicitario contra multitud de multinacionales que ya tienen unos usuarios fieles y una reputación labrada, que ofrecen productos y servicios de manera gratuita en bastantes ocasiones y que disponen de ingentes cantidades de recursos y capital para publicitar su identidad comercial en multitud de medios mainstream con el objetivo de atraerles y causarles un impacto publicitario. Esperamos haber conseguido, al menos, que el lector sienta el deseo de ver el trabajo. ¿Queréis descubrir el resultado?

Comerços d'immigrants al Raval : impacte socioeconòmic

La gran immigració que estem vivint en els últims anys ha esdevingut un tema que preocupa a la gent d‟avui en dia. Existeixen opinions molt diverses dins la societat i la política respecte a com afrontar-la.El treball que es presenta a continuació tractarà de determinar des d‟un punt de vista econòmic i social si l‟arribada d‟immigrants és positiva o negativa per l‟economia on emigren. És amb aquest objectiu que es realitza un estudi en el barri del Raval, on actualment els immigrants representen gairebé el 50% de la població, fent-ne una comparativa amb Sarrià, un dels barris amb menys immigrants de Barcelona. Finalment, el treball també tractarà de determinar quin és el grau d‟integració dels immigrants i la resposta de la població autòctona davant la seva arribada.El treball esà compost per diferents apartats. Començarem per la historia del Raval i la situació actual del barri. També parlarem sobre la immigració i la facturació del Raval, comparant-ho amb Sarrià i el total de la ciutat de Barcelona. Analitzarem les remeses que envien els immigrants. Estudiarem les característiques dels comerços del Raval i, per últim, tractarem la opinió dels comerciants autòctons i dels consumidors envers l‟establiment massiu de comerços d‟immigrants al barri del Raval.Per realitzar el treball ens hem trobat amb moltes dificultats, sobretot a l‟hora d‟obtenir determinades dades d‟interès referents al nostre objecte d‟estudi, ja que fins ara ningú havia investigat en aquest camp en particular

Automatització d’ una sala d’ elaboració de formatges

Aquest projecte es centra en una empresa d’ Ucraïna que elabora formatge. L’empresa pretén automatitzar la seva sala d’elaboració de formatges per tal que els seus productes es realitzin de forma automàtica reduint considerablement el contacte de l’home amb el producte. L’objectiu principal d’ aquesta automatització és el d’entrar en el mercat rus per tal d’augmentar les vendes. Al mateix temps es pretén incrementar la qualitat del producte, reduir costos en ma d’obra d’operació i millorar la flexibilitat del procés per adaptar-se així millor a futurs canvis que li plantegi el mercat

Control de posició del robot wifibot

Aquest projecte pretén presentar de forma clara i detallada l’estructura i el funcionament del robot així com dels components que el conformen. Aquesta informació és de vital importància a l’hora de desenvolupar aplicacions per al robot. Un cop descrites les característiques del robot s’analitzaran les eines necessàries i/o disponibles per poder desenvolupar programari per cada nivell de la forma més senzilla i eficient possible. Posteriorment s’analitzaran els diferents nivells de programació i se’n contrastaran els avantatges i els inconvenients de cada un. Aquest anàlisi es començarà fent pel nivell més alt i anirà baixant amb la intenció de no entrar en nivells més baixos del necessari. Baixar un nivell en la programació suposa haver de crear aplicacions sempre compatibles amb els nivells superiors de forma que com més es baixa més augmenta la complexitat. A partir d’aquest anàlisi s’ha arribat a la conclusió que per tal d’aprofitar totes les prestacions del robot és precís arribar a programar en el nivell més baix del robot. Finalment l’objectiu és obtenir una sèrie de programes per cada nivell que permetin controlar el robot i fer-lo seguir senzilles trajectòries

Marcadores de pronóstico neurológico en pacientes tratados con hipotermia moderada terapéutica después de una parada cardíaca extrahospitalaria

El trabajo actual describe las características demográficas y clínicas de una cohorte de 91 pacientes ingresados por parada cardíaca extrahospitalaria con un primer ritmo desfibrilable, y en situación de coma a su llegada al hospital. Se han identificado como principales predictores de mala evolución neurológica la elevación de enolasa y la aparición de actividad epileptiforme. Mediante análisis estadístico se ha conseguido estratificar el riesgo de mala evolución neurológica, lo que podría ser de utilidad clínica en el manejo de estos pacientes.”

Gene expression profiles in rat mesenteric lymph nodes upon supplementation with Conjugated Linoleic Acid during gestation and suckling

Background Diet plays a role on the development of the immune system, and polyunsaturated fatty acids can modulate the expression of a variety of genes. Human milk contains conjugated linoleic acid (CLA), a fatty acid that seems to contribute to immune development. Indeed, recent studies carried out in our group in suckling animals have shown that the immune function is enhanced after feeding them with an 80:20 isomer mix composed of c9,t11 and t10,c12 CLA. However, little work has been done on the effects of CLA on gene expression, and even less regarding immune system development in early life. Results The expression profile of mesenteric lymph nodes from animals supplemented with CLA during gestation and suckling through dam's milk (Group A) or by oral gavage (Group B), supplemented just during suckling (Group C) and control animals (Group D) was determined with the aid of the specific GeneChip® Rat Genome 230 2.0 (Affymettrix). Bioinformatics analyses were performed using the GeneSpring GX software package v10.0.2 and lead to the identification of 89 genes differentially expressed in all three dietary approaches. Generation of a biological association network evidenced several genes, such as connective tissue growth factor (Ctgf), tissue inhibitor of metalloproteinase 1 (Timp1), galanin (Gal), synaptotagmin 1 (Syt1), growth factor receptor bound protein 2 (Grb2), actin gamma 2 (Actg2) and smooth muscle alpha actin (Acta2), as highly interconnected nodes of the resulting network. Gene underexpression was confirmed by Real-Time RT-PCR. Conclusions Ctgf, Timp1, Gal and Syt1, among others, are genes modulated by CLA supplementation that may have a role on mucosal immune responses in early life.

The aggregate claims distribution of a life insurance portfolio with a pairwise positive dependence structure

The individual life model has always been considered as the one closest to the real situation of the total claims of a life insurance portfolio. It only makes the ¿nearly inevitable assumption¿ of independence of the lifelenghts of insured persons in the portfolio. Many clinical studies, however, have demonstrated positive dependence of paired lives such as husband and wife. In our opinion, it won¿t be unrealistic expecting a considerable number of married couples in any life insurance portfolio (e.g. life insurance contracts formalized at the time of signing a mortatge) and these dependences materially increase the values for the stop-loss premiums associated to the aggregate claims of the portfolio. Since the stop-loss order is the order followed by any risk averse decison maker, the simplifying hypothesis of independence constitute a real financial danger for the company, in the sense that most of their decisions are based on the aggregated claims distribution. In this paper, we will determine approximations for the distribution of the aggregate claims of a life insurance portfolio with some married couples and we will describe how to make safe decisions when we don¿t know exactly the dependence structure between the risks in each couple. Results in this paper are partly based on results in Dhaene and Goovaerts (1997)

Gene expression profiles in rat mesenteric lymph nodes upon supplementation with Conjugated Linoleic Acid during gestation and suckling

Background Diet plays a role on the development of the immune system, and polyunsaturated fatty acids can modulate the expression of a variety of genes. Human milk contains conjugated linoleic acid (CLA), a fatty acid that seems to contribute to immune development. Indeed, recent studies carried out in our group in suckling animals have shown that the immune function is enhanced after feeding them with an 80:20 isomer mix composed of c9,t11 and t10,c12 CLA. However, little work has been done on the effects of CLA on gene expression, and even less regarding immune system development in early life. Results The expression profile of mesenteric lymph nodes from animals supplemented with CLA during gestation and suckling through dam's milk (Group A) or by oral gavage (Group B), supplemented just during suckling (Group C) and control animals (Group D) was determined with the aid of the specific GeneChip® Rat Genome 230 2.0 (Affymettrix). Bioinformatics analyses were performed using the GeneSpring GX software package v10.0.2 and lead to the identification of 89 genes differentially expressed in all three dietary approaches. Generation of a biological association network evidenced several genes, such as connective tissue growth factor (Ctgf), tissue inhibitor of metalloproteinase 1 (Timp1), galanin (Gal), synaptotagmin 1 (Syt1), growth factor receptor bound protein 2 (Grb2), actin gamma 2 (Actg2) and smooth muscle alpha actin (Acta2), as highly interconnected nodes of the resulting network. Gene underexpression was confirmed by Real-Time RT-PCR. Conclusions Ctgf, Timp1, Gal and Syt1, among others, are genes modulated by CLA supplementation that may have a role on mucosal immune responses in early life.

The aggregate claims distribution of a life insurance portfolio with a pairwise positive dependence structure

The individual life model has always been considered as the one closest to the real situation of the total claims of a life insurance portfolio. It only makes the ¿nearly inevitable assumption¿ of independence of the lifelenghts of insured persons in the portfolio. Many clinical studies, however, have demonstrated positive dependence of paired lives such as husband and wife. In our opinion, it won¿t be unrealistic expecting a considerable number of married couples in any life insurance portfolio (e.g. life insurance contracts formalized at the time of signing a mortatge) and these dependences materially increase the values for the stop-loss premiums associated to the aggregate claims of the portfolio. Since the stop-loss order is the order followed by any risk averse decison maker, the simplifying hypothesis of independence constitute a real financial danger for the company, in the sense that most of their decisions are based on the aggregated claims distribution. In this paper, we will determine approximations for the distribution of the aggregate claims of a life insurance portfolio with some married couples and we will describe how to make safe decisions when we don¿t know exactly the dependence structure between the risks in each couple. Results in this paper are partly based on results in Dhaene and Goovaerts (1997)

Sea Urchins Predation Facilitates Coral Invasion in a Marine Reserve

Macroalgae is the dominant trophic group on Mediterranean infralittoral rocky bottoms, whereas zooxanthellate corals are extremely rare. However, in recent years, the invasive coral Oculina patagonica appears to be increasing its abundance through unknown means. Here we examine the pattern of variation of this species at a marine reserve between 2002 and 2010 and contribute to the understanding of the mechanisms that allow its current increase. Because indirect interactions between species can play a relevant role in the establishment of species, a parallel assessment of the sea urchin Paracentrotus lividus, the main herbivorous invertebrate in this habitat and thus a key species, was conducted. O. patagonica has shown a 3-fold increase in abundance over the last 8 years and has become the most abundant invertebrate in the shallow waters of the marine reserve, matching some dominant erect macroalgae in abundance. High recruitment played an important role in this increasing coral abundance. The results from this study provide compelling evidence that the increase in sea urchin abundance may be one of the main drivers of the observed increase in coral abundance. Sea urchins overgraze macroalgae and create barren patches in the space-limited macroalgal community that subsequently facilitate coral recruitment. This study indicates that trophic interactions contributed to the success of an invasive coral in the Mediterranean because sea urchins grazing activity indirectly facilitated expansion of the coral. Current coral abundance at the marine reserve has ended the monopolization of algae in rocky infralittoral assemblages, an event that could greatly modify both the underwater seascape and the sources of primary production in the ecosystem.

The population dynamics of Halecium petrosum and Halecium pusillum (Hydrozoa, Cnidaria), epiphytes of Halimeda tuna in the nortwestern Mediterranean

Halecium petrosum and Halecium pusillum on the alga Halimeda tuna from Tossa de Mar, northeastern Spain, were studied. Asexual reproduction of H. petrosum, by stolonisation, occurred throughout the year except for July and August. Asexual reproduction of H. pusillum, by planktonic propagules, occurred throughout the year. Sexual reproduction was limited to the autumn in H. petrosum and spring in H. pusillum. The growth rates of colonies of both species were rapid but declined with increased size. Mean colony size over two consecutive two week periods increased approximately five-fold and three-fold for H. petrosum, and six-fold and four-fold for H. pusillum. Mortality was estimated to be high for both species, especially in summer. The maximum life span of colonies (ramets) of both species was estimated to be only eight weeks. Consequently most colonies do not reproduce sexually. The absence of reproduction of H. petrosum in summer, when the turnover of algal thalli was greatest, probably contributed to the summer decline in its abundance. In both species the genet (clone) survives for unknown, possibly very long, periods by asexual reproduction which facilites colonisation of other substrata.

Fecal pellets collection as a method for assessing egesta of the marine cave-dwelling mysid Hemimysis speluncula

Egesta of a cave-dwelling mysid (Hemimysis speluncola Ledoyer, 1963) was studied in a submarine cave of Medes Islands, NW Mediterranean by in situ fecal pellet collecting. Fecal pellet production and gut fullness of mysids during incubation experiments are used to estimate mysid egestion rates. Intrinsic factors related with the natural history of this species such as population structure, density of mysids, daily rhythms and pellet decomposition rates are tested for their influence on the egestion rate. The effects of methodological artifacts, such as the stress induced by both incubation and preservation procedures, are also studied. An average mysid egests about 2.5 pellets per day into the cave. The time of day is the main factor affecting egestion. The highest deposition rate is between 2 to 4 hours after sunrise when about 38 % of the total daily pellet production becomes egested. Fecal pellet morphology changes with mysid demographic classes: immature mysids produce slender and thick pellets, whereas mature mysids produce only thick pellets. Immature classes show higher percentages of full guts than mature ones. Mysid density in the incubators does not affect the results on gut fullness, but it causes a decrease in the number of pellets collected after incubation. Coprorhexia seems to be the only plausible process to explain this paradox. The incubation procedure does not increase deposition rate significantly. Time of incubation is critical because the half-life of fecal pellets is about 2.5 hours. Fixation with liquid nitrogen decreases gut fullness and also deposition rates. Higher values are obtained with 70 % ethanol and 5 % formalin solutions which show very similar results for both gut fullness and pellet deposition rates. Nevertheless, ethanol is not suitable as fixative because it enhances the opacity of the body. Several suggestions are given in order to optimize the reliability of further in situ experiments for evaluation of egesta of Hemimysis speluncola in submarine caves.

Seguiment temporal de la gorgonia Paramuricea clavata de les Illes Medes. Exercici 1995

Podeu consultar l'Informe complet a: http://hdl.handle.net/2445/24663

Seguiment temporal de la gorgònia Paramuricea clavata de les Illes Medes. Exercici 1997

Podeu consultar l'Informe complet a: http://hdl.handle.net/2445/23662