植入式广告与普通插播广告的效果比较及其影响因素

Brand placement is to present the information of products and brands through certain entertainments and non-commercial areas. Since 1990's, brand placement has become a major way of spreading advertisement and a new growing point of the global advertising market. In china, it is easily seen from spring festival evening gala of CCTV to all kinds of movie and TV shows, and is thus interested by many brand owners, advertisers and communication researchers. Since 2006, the people in the media circles have begin to take full care of the study of the brand placement. In general, there is still certain distance between the theoretical studies and the reality. It's a general problem over the world and is especially true for China as this was just a new idea. As the biggest global economic entity, China is the most potential and powerful market, thus the market of the brand placement will be huge. To push its development, it's then crucial to have theoretical studies on it. Many questions have not been explained yet in this area, mostly essential is to ask what kind of advantage it acquires compared with the traditional advertisement, if there is, how does such advantage show? What kind of factors influents the market effect of the brand placement? All these questions are not answered yet. Also it's well-known that a successful advertisement relies heavily on the understanding of the culture. Thus a specific thing to deal with is to study the effects according to the Chinese culture, which can make constructive suggestion to the whole industry. Our research is to compare the effects between the brand placement with the ordinary media advertisements, discuss its possible influences, and try to make certain suggestions to the future running and development. Our research obtains the following results by using the movie and advertisement in reality: (1) Like ordinary media ad’s, brand placement can improve the brand recognition of the audience significantly. (2) The ordinary ad's make the people easier to remember them than brand placement, while not too much difference in the brand recognition. (3) The brand placement has a significant 'emotional shifting' effect, i.e. the more positive to the movie, the more you love the built-in brand. (4) It is an important factor that how much brand information is involved in the movie; while how much the plot is involved has great impact on the 'emotional shifting' effect. (5) The familiarity is a great factor for the ad's, it's obvious that the popular products get way better effects through brand replacement. (6) An effective way is to choose those positive, interesting and eye-catching movies and TV shows as carriers of the brand and to use it as natural as possible.

Identidad territorial y paisaje. Evolución morfológica de los núcleos en Castilla y León.

Este estudio intenta esclarecer las transformaciones físicas y socioeconómicas de los asentamientos rurales de la región española de Castilla y León, durante la segunda mitad del siglo XX. Se analiza la evolución temporal de la forma urbana a través de un Sistema de Información Geográfico (SIG), calculando unos índices métricos y comparándolos con la información demográfica histórica. Los resultados pretenden mostrar los efectos de la especialización funcional económica, causada por la integración en las jerarquías productivas globales, sobre la estructura urbana. La pérdida gradual de las características tradicionales de los pueblos castellanos, como la compacidad y la integración en el entorno, debido a la pérdida o degradación de la arquitectura popular y la construcción de nuevas edificaciones industriales, supone un riesgo para las futuras políticas de desarrollo local. Se considera necesario preservar la identidad paisajística y evitar la destrucción del patrimonio cultural para poder revitalizar estos territorios.

Investment and Capitalization of Firms in the USA

In the USA today, the precipitous rise of new financial mechanisms for capitalisation of firms as well as the merger and acquisition of others, especially risk equity capital through venture capitalist and investment banking, has sparked growth and helped to bring the economy out of the 1990s recession into a robust continuous growth pattern well positioned for the next century. The scenario is not new. For the venture capitalists of ''Silicon Valley'' in California, the experience is not new. They have seen the new industries arise before, like a phoenix from ashes of ruin, despair and even failure. Venture capital poured into high tech start-up companies has been an enormous source of financial support for the entrepreneurs who head new and growing companies. The mid-1990s marked the most dramatic increase yet recorded. Indicators, such as the NASDAQ document, outlined the solid and continuous growth in high tech industries. The paper discusses investment in US corporations within the context of governance and management of the company. Discussion about the various forms of finance are related to the organisation and management of the US corporation. Critical to any firm today are its ability to find innovative, new products or services. A growing literature on resource-base framework for analysis will be discussed as part of the firm's development of research for commercialisation. The results of a recent survey further shed light on the relationship between corporate financial management and allocated resources for research and development as the ''engine'' for new product development and therefore corporate market share and growth. The conclusion is that more financial mechanisms will be created and changed within US corporate systems to adjust, grow, and expand companies in the global economic arena, as the inevitable economic pattern leads to mergers, consolidations, and increasing cooperation and alliances among firms.

China’s New Approach to CSR in Congo: Is the leverage turning to China?

China has been the world’s fastest growing economy in the past 30 years with its enterprises rapidly emerging and becoming leading players globally. In particular, the progressive integration into the international system has been spurred by China’s entry into the global trading regime of the World Trade Organization (WTO) in 2001. The 'go global' policy has been facilitating the rapidly growing engagement on the African continent of Chinese multinational companies (MNCs). As a promising tri-polar global economic entity, its growth of relations with Africa has been both unprecedented and impressive. As the Sino-Africa economic and business partnership surges forward, the matter of corporate social responsibility (CSR) is increasingly becoming an imperative ingredient for any successful business. It is noteworthy that responsible corporate citizens should take account of the impact of their investment on both economic and social arenas. However, it still remains uncertain what role Chinese MNCs have been playing in the continent’s sustainable development.
A Sino-Congo deal seems a positive way forward, accelerating the Democratic Republic of Congo’s (hereinafter referred to as Congo) regional economy, depressed due to years of war. Meanwhile, the escalating investment into Congo has raised controversies for its no-attachment policy, with increasing pressure imposed on China’s MNCs to take CSR more seriously. Particular concerns are focused on the multinationals’ inadequate environmental and human rights protection. The recent massive infrastructure investment is arguably perceived as a different interpretation of CSR, which has aroused a hot debate about whether China is heading for status as a responsible stakeholder in the international community. It is conducive to clarifying the paradoxical issue by addressing whether China’s recent approaches have the potential to facilitate CSR initiatives or hinder them in the long run.

The Belfast Victorian Terrace: A Sustainable Approach?

To help the building of new low-carbon housing, recent years have seen the widespread demolition of Victorian housing in UK cities. In this regard, Belfast is no different from its counterparts on the British mainland, where Compulsory Purchase Orders force people to sell and vacate their terraced homes to make way for newly constructed 'sustainable' housing. The global economic downturn has temporarily slowed down this process leaving many Belfast terraces now blocked up awaiting future demolition. This stay of execution is an unlikely but welcome opportunity to review and assess the true value to owner, streetscape and city of this important and common house-type. Important questions need to be asked. Should sound Victorian terraces be demolished? What is the genuine cost of demolition and replacement in terms of community and environment? With reference to case studies in a Belfast context, the argument will be made that new is not necessarily better, that the existing Victorian terrace is an important and valuable resource and one that, with intelligent intervention, offers a genuinely sustainable alternative to new-build housing.

Challenging the SD benefits attributed to sport Mega-Events hosting

Sport Mega-event hosting faces opposition that is manifested with different intensity during the different phases of the event, from its inception as an idea to its delivery and legacy. Some Social Movements Organisations (SMOs) have acted as indefatigable monitors of the Sustainable Development (SD) dimension of sporting events in general and, in some of the most recent sport mega-events, in particular the Olympics, they have served as important advisors and facilitators. Nevertheless, in many cases we see enthusiastic supporters turning to vehemently challenging whatever positives have been associated with hosting the event. In addition, there is opposition to sport Mega-events in their entirety. That type of opposition tends to employ a holistic prism that manages to identify multiple interconnected negative aspects of hosting a sport mega-event and incorporate them into an anti-systemic discourse. It is important to bear in mind that irrespective of many proclamations to the opposite as far as megas are concerned (projects and/or events), a number of studies have demonstrated that citizen participation and democratic accountability in decision-making have been notoriously absent. After all, the idea of citizen participation in the planning of sport mega-event is essentially the public response to a plan conceived by others. There were, of course, some notable cases of democratic consultation at the early stages of bidding to host a sport mega-event but these more democratic approaches resulted in the failure of the bid (for e.g. Toronto 1996). The knowledge of this by the groups that initiated the hosting idea and the bidding process has led to discouraging in depth public consultation that may fit perfectly to the democratic process but not to the tight schedules of associated projects completion. That produces ‘autocracy against which opposition may arise’ (Hiller, 2000, p. 198). It is this democratic deficit that has led to important instances of social contestation and protest mobilizations by citizen groups as well as the more regular corps of social activists. From a perspective borrowed from the sociology of protest and social movements, sport mega-events hosting can operate as an issue that stimulates protest activities by an existing protest milieu and new actors as well as an important mobilizing resource. In fact, some scholars have also argued that the Olympic Games were an important frame for the transnational activism that was marked by anti-globalization protest in Seattle in 1999 (Cottrell & Nelson, 201; Lenskyj, 2008). In addition, it’s important not to lose sight of other acts dissent that take place in relatively close proximity, about a year before the event when most infrastructural and societal changes brought by hosting the event and impact start to become apparent by the host communities, like the rioting of August 2011 in the London Olympic Boroughs and the 2012 riots of June 2013 in Sao Paulo and other Brazilian cities. This paper starts by outlining the SD claims made in the bidding to host the summer Olympic Games by five prospective hosts (Sydney; Athens; Beijing; London and Rio) proceeds towards examining the opposition and challenges that was manifested in relation to these claims. In Particular it provides an assessment of protest-events over the aforementioned different phases of sport mega-events hosting. A different picture emerges for each of the host nation that is partly explained by local, national and global configuration of protest politics. Whereas the post-event legacy of the first two hosts of the Games can be assessed and that way see the validity of claims made by challengers in the other phases, in the other three cases, the implementation of Olympic Games Impact (OGI) studies offers the tool for discussing the post-event phase for Beijing and London and engage in a speculative exercise for the case of Rio. Judging by available findings, the paper concludes that the SD aspiration made in the bid documents are unlikely to be met and social contestation based on the same issues is likely to increase due to the current global economic crisis and BRICS, like China and Brazil, having entered the process of becoming global economic hegemons.

Reforming civil engineering studies in recession times

The recent global economic and financial crisis has led the economies of many countries into recession, in particular at the periphery of the European Union. These countries currently face a significant contraction of both public investment in infrastructure and private investment in buildings and, as a result, the unemployment is particularly noticeable in the civil engineering and building sectors. Consequently, in all countries in recession the professional development of fresh civil engineering graduates is disproportionate to their high study effort and qualifications, since they rarely have the opportunity to gain experience in practice and their knowledge gradually becomes obsolete. Under these circumstances, it is imperative for the technical universities in countries in recession to plan and implement a substantial reform of the civil engineering studies syllabus. The objective should be to enable graduates to broaden the scope of their professional activity and increase their employability. In this paper, the widening of civil engineering studies curricula is proposed, in particular in the light of the development of the graduates’ potential on project, programme and portfolio management. In this direction, after a thorough literature review, including ASCE's Body of Knowledge for the 21st century and IPMA's Competence Baseline, it is recommended among others: to increase significantly the offered modules on project management and add new modules on strategy management, leadership behavior, delivery management, organization and environment etc; to provide adequate professional training during the university studies five year period; and to promote fresh graduates’ certification by professional bodies. The proposals are exemplified by presenting a reformed syllabus for the civil engineering studies offered currently by the National Technical University of Athens.

The History of Expansion of the Genus Bursaphelenchus (Nematoda: Aphelenchida: Parasitaphelenchidae)

Because of globalization and removal of geographical barriers, frequent biological invasions of introduced species become an urgent environmental problem. According to the Convention on Biological Diversity (CBD), precise identification of dangerous aggressive species at the early stages of their invasion to new regions is the most important component of the environmental control and monitoring. To resist the potential environmental hazard, the precise data are required on the current distribution and history of expansion of pests that are of global economic importance.

Sustentabilidade em infraestruturas desportivas : caso dos estádios de futebol

É evidente a crescente preocupação da opinião pública com os conceitos de Sustentabilidade. Nesta época de mudança, de crise económica global, é de todo premente a sua utilização efetiva, em especial na área da construção que tem sido o reflexo desta nova realidade. A Sustentabilidade na construção deve focar para além das fases de projeto e execução, a fase de exploração, gestão operacional, ou seja, em todo o ciclo de vida da construção. Verifica-se que as cidades sendo grandes aglomerados tanto de edifícios como de instalações são os focos de mudança para a Sustentabilidade. As grandes instalações, em especial os Estádios de Futebol, apresentam assim um impacte muito significativo na Sustentabilidade global. Em Portugal, para o campeonato Europeu de 2004, foram efetuados oito novos Estádios e remodelados dois, que tem vindo a verificar alguns problemas na sua gestão, em especial devido à ausência ou reduzida utilização. Estes Estádios podem ter um mecanismo para acompanhar e promover a sua Sustentabilidade. O desenvolvimento desse mecanismo deve ter como base o estudo dos diversos conceitos referidos anteriormente, como têm sido abordados, bem como os mecanismos existentes de avaliação da Sustentabilidade. A recolha de informação relativa à Sustentabilidade tanto nos Estádios Nacionais, verificando em especial a perspetiva dos respetivos gestores, como de outros Estádios Europeus que apresentam na sua Gestão conceitos de Sustentabilidade e os Estádios que estão a ser finalizados para o Campeonato do Mundo de 2014, que é definido que será um evento Sustentável. A partir desses dados desenvolvem-se um Sistema de Gestão Dinâmico para a Sustentabilidade dos Estádios. Este Sistema apresenta diversos mecanismos que devem ser utilizados para a promoção da Sustentabilidade na Gestão dos Estádios, sendo iniciado através de uma Avaliação do Desempenho Inicial da Sustentabilidade. Através de uma Simulação de Avaliação do Desempenho Inicial ao Estádio do Dragão verifica-se a aplicabilidade. Da parte da equipa de Gestão do Estádio do Dragão considera-se o conceito desenvolvido com elevada relevância e aplicabilidade para apoiar a melhoria da sua Gestão com vista à Sustentabilidade. A Sustentabilidade na Gestão de Infraestruturas Desportivas é possível em qualquer fase do seu ciclo de vida, podendo ser desde uma pequena mudança até à aplicação de um Sistema de Gestão para o efeito. As cidades devem potenciar mecanismos para a promoção da Sustentabilidade no seu território, em especial nas grandes instalações, para o impacte na redução de emissões de CO2 ser significativo.

Acrescentar valor à organização com a auditoria interna

Dissertação de Mestrado Apresentado ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Auditoria, sob orientação de Doutora Alcina Portugal Dias

Caracterização do potencial eólico urbano: o caso de Lisboa

Trabalho Final de Mestrado para obtenção do grau de Mestre em Engenharia Civil na Área de Especialização em Edificações

Dificuldades encontradas no processo de internacionalização: estudo nas PME de mobiliário nos concelhos de Paços de Ferreira e Paredes

Dissertação de Mestrado apresentada ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Auditoria, sob orientação do Mestre Adalmiro Álvaro Malheiro de Castro Andrade Pereira

Auditoria às demonstrações financeiras num contexto de crise estudo de caso: inquérito às sociedades de Revisores Oficiais de Contas das empresas cotadas na CMVM

Dissertação de Mestrado apresentado ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Auditoria sob orientação da Doutora Alcina Portugal Dias

Proposta de implementação da responsabilidade social numa empresa de engenharia e construção

Este estudo tem como finalidade analisar a possibilidade de implementação e integração do sistema de gestão da responsabilidade social numa empresa de engenharia e construção, de acordo com a norma NP 4469-1 (2008). Um dos objetivos deste trabalho é explorar uma das atividades fundamentais para o crescimento da economia: a construção. Esta funciona como barómetro da economia nacional, ou seja, movimenta vários setores importantes na sua cadeia de produção, contribuindo na criação de riqueza como também de emprego. Como consequência das mudanças na economia nos últimos anos, o comércio nacional transformou-se em comércio globalizado, tendo como mercado não só um país mas o mundo inteiro. As empresas veem isso como um desafio, independentemente da sua dimensão. A redução de custos e a diferenciação não podem ser a única fonte de competitividade. A recente situação de instabilidade económica mundial impulsiona as empresas a inovarem na sua imagem para com os stakeholders e, assim, garantir o seu desenvolvimento e sustentabilidade financeira. A temática da Responsabilidade Social Empresarial (RSE) surgiu da necessidade de existir um espírito empresarial responsável, ao encontro do conceito de desenvolvimento sustentável (Baylis e Smith, 2005). Apesar da ampla divulgação da noção de responsabilidade social das empresas, não se verifica, no entanto, uma definição exata da mesma, pois o tema tem sido abordado de diversas formas e tem dividido opiniões ao longo dos anos. A responsabilidade social é, assim, um fruto da gestão das organizações e das profundas críticas sociais, legais, éticas e económicas, inspiradas nos parâmetros da obtenção de valor social (Parra, 2003). A sustentabilidade revela uma mudança de paradigma do mundo empresarial, na medida em que as empresas devem adotar práticas socialmente responsáveis, que integrem de forma voluntária as preocupações ambientais, sociais e económicas no desenvolvimento das suas atividades operacionais e das suas interações com as partes interessadas.