Early marketing matters:a time-varying parameter approach to persistence modeling

Are persistent marketing effects most likely to appear right after the introduction of a product? The authors give an affirmative answer to this question by developing a model that explicitly reports how persistent and transient marketing effects evolve over time. The proposed model provides managers with a valuable tool to evaluate their allocation of marketing expenditures over time. An application of the model to many pharmaceutical products, estimated through (exact initial) Kalman filtering, indicates that both persistent and transient effects occur predominantly immediately after a brand's introduction. Subsequently, the size of the effects declines. The authors theoretically and empirically compare their methodology with methodology based on unit root testing and demonstrate that the need for unit root tests creates difficulties in applying conventional persistence modeling. The authors recommend that marketing models should either accommodate persistent effects that change over time or be applied to mature brands or limited time windows only.

Super-Gaussian conical refraction beam

We demonstrate the transformation of Gaussian input beams into super-Gaussian beams with a quasi flat-top transverse profile by means of the conical refraction phenomenon by adjusting the ratio between the ring radius and the waist radius of the input beam to 0.445. We discuss the beam propagation of the super-Gaussian beam and show that it has a confocal parameter three times larger than the one that would be obtained from a Gaussian beam. The experiments performed with a KGd(WO4)2 biaxial crystal are in good agreement with the theoretical predictions. © 2014 Optical Society of America.

Optical trapping with superfocused high-M2 laser diode beam

Many applications of high-power laser diodes demand tight focusing. This is often not possible due to the multimode nature of semiconductor laser radiation possessing beam propagation parameter M2 values in double-digits. We propose a method of 'interference' superfocusing of high-M2 diode laser beams with a technique developed for the generation of Bessel beams based on the employment of an axicon fabricated on the tip of a 100 μm diameter optical fiber with highprecision direct laser writing. Using axicons with apex angle 140º and rounded tip area as small as 10 μm diameter, we demonstrate 2-4 μm diameter focused laser 'needle' beams with approximately 20 μm propagation length generated from multimode diode laser with beam propagation parameter M2=18 and emission wavelength of 960 nm. This is a few-fold reduction compared to the minimal focal spot size of 11 μm that could be achieved if focused by an 'ideal' lens of unity numerical aperture. The same technique using a 160º axicon allowed us to demonstrate few-μm-wide laser 'needle' beams with nearly 100 μm propagation length with which to demonstrate optical trapping of 5-6 μm rat blood red cells in a water-heparin solution. Our results indicate the good potential of superfocused diode laser beams for applications relating to optical trapping and manipulation of microscopic objects including living biological objects with aspirations towards subsequent novel lab-on-chip configurations.

Microfiber Fabry-Perot interferometer for dual-parameter sensing

We propose and demonstrate a microfiber Fabry-Perot interferometer (MFPI) fabricated by taper-drawing microfiber at the center of a uniform fiber Bragg grating (FBG). The MFPI employing the two separated sections of FBG as reflectors and a length of microfiber as its cavity is derived. Theoretic study shows that the reflection spectrum of such MFPI is consisted of two parts-interference fringes induced by multi-beam interference and reflection spectrum envelope induced by FBGs. Temperature affects both interference fringes and reflection wavelength of FBGs while ambient refractive index (RI) only influences the interference fringes, i.e., MFPI has different response to temperature and RI. Therefore, MFPI for simultaneous sensing of RI and temperature is experimentally demonstrated by tracking a reflection peak of interference fringes and the Bragg wavelength of the FBGs, which are respectively assisted by frequency domain processing and Gaussian fitting of the optical spectrum. Consequently, wavelength measurement resolution of 0.5 pm is realized. © 1983-2012 IEEE.