Eventos culturais para a recordação da marca: estudo do evento Tim Festival

Este estudo analisa o papel dos eventos culturais como um potente elemento socializador na estratégia da comunicação da marca com o mercado. os principais objetivos são retratar o uso da comunicação integrada de marketing como um diferencial sustentável, o marketing cultural frente às novas formas de comunicação com o mercado, a contextualização da marca e os eventos culturais como instrumento de branding. A metodologia desta pesquisa constitui-se em bibliografia, pesquisa documental, entrevistas e o estudo de caso da empresa Tim com o recorte Tim Festival edição 2005 em São Paulo. Dentre as conclusões encontradas, confirmou-se que a propaganda tradicional vem perdendo espaço para os eventos, mas ao mesmo tempo, por si só não se bastam, havendo a necessidade de atrelá-los a outras atividades promocionais. Verificou-se também que os eventos culturais comunicam a mensagem de forma envolvente e finalmente a consideração sobre a relação gratificante do evento com a lembrança de marca.(AU)

Géniuszok párharca. Milton Friedman és J. M. Keynes vitája Tim Congdon és Robert Skidelsky előadásában = War of the geniuses. The debate between Milton Friedman and J. M. Keynes as presented by Tim Congdon and Robert Skidelsky

Tavaly ünnepelte a közgazdász-társadalom Milton Friedman Nobel-díjas közgazdász születésének századik évfordulóját. A jubileumi megemlékezésnek különös aktualitást ad, hogy a 2008 óta tartó pénzügyi világválság hátterében ismét fellobbant a 20. századi közgazdaságtan két meghatározó irányzata - a Friedman nevével fémjelzett monetarizmus és a Keynes és követői által követett keynesizmus - közötti vita. E szerteágazó vitasorozat egyik "gyöngyszeme" két nemzetközileg ismert és elismert közgazdász, Tim Congdon és Robert (Lord) Skidelsky, összecsapása a Standpoint hasábjain 2009-ben. A szerző megmutatja, hogy a vita valójában nem a pénz fontosságáról vagy a mennyiségi pénzelmélet igazságáról folyt, hanem egyrészt egy sokkal elvontabb fogalomról: a bizonytalanság közgazdasági szerepéről, másrészt gyakorlati, gazdaságpolitikai kérdésekről: a monetáris és a fiskális politika lehetséges hatékonyságáról. A máig is tartó vitában "az inga többször kilengett", hol a keynesiánusok, hol a monetaristák javára, de még semmi nem dőlt el. ____ Last year economists marked the centenary of the birth of genius among them, Milton Friedman. The commemoration was especially topical because the world financial crisis that erupted in 2008 has brought sharply into focus again the old division in 20th-century economics between monetarism and Keynesianism. One highlight in this series of disputes was the 2009 clash between two internationally known and appreciated economists Tim Congdon and Robert (Lord) Skidelsky in the columns of Standpoint. The central element in the discussion is the role of money: what kind of economic policy to pursue, monetary or fiscal, to pull troubled economies out of crisis. The question closely resembles a decisive dilemma for Keynes in the 1930s. Though Keynes turned against some basic propositions of neoclassical economics, he never challenged the importance of money to the functioning of the economy, or the validity of the quantity theory of money. The author argues here that the issue is not about the formal category of money or demand for it, but about the far deeper economic concept of the role of uncertainty in economics. Another aspect concerns the relative efficiency of various kinds of economic policy, i. e. the strengths and weaknesses of monetary and fiscal policies.

Designing usable ubiquitous computing

This paper demonstrates that in order to design successful ubiquitous computing, designers must consider concurrently both the end user interactions in the context of use and the sustainability of the technology and its underlying infrastructure. We describe methods used to create more useful collaboration and communication between users, designers and engineers in designing ubiquitous computing systems. We tested these methods in a real domain in an attempt to create a system that is affordable, minimally disrupts the end-user's workplace and improves human-computer interaction.

Springboards into design : exploring multiple representations of interaction in a dental surgery

This paper demonstrates that in order to understand and design for interactions in complex work environments, a variety of representational artefacts must be developed and employed. A study was undertaken to explore the design of better interaction technologies to support patient record keeping in a dental surgery. The domain chosen is a challenging real context that exhibits problems that could potentially be solved by ubiquitous computing and multi-modal interaction technologies. Both transient and durable representations were used to develop design understandings. We describe the representations, the kinds of insights developed from the representations and the way that the multiple representations interact and carry forward in the design process.

A participatory design agenda for ubiquitous computing : a case study in dental practice

This paper reflects upon our attempts to bring a participatory design approach to design research into interfaces that better support dental practice. The project brought together design researchers, general and specialist dental practitioners, the CEO of a dental software company and, to a limited extent, dental patients. We explored the potential for deployment of speech and gesture technologies in the challenging and authentic context of dental practices. The paper describes the various motivations behind the project, the negotiation of access and the development of the participant relationships as seen from the researchers' perspectives. Conducting participatory design sessions with busy professionals demands preparation, improvisation, and clarity of purpose. The paper describes how we identified what went well and when to shift tactics. The contribution of the paper is in its description of what we learned in bringing participatory design principles to a project that spanned technical research interests, commercial objectives and placing demands upon the time of skilled professionals.