A importância da gestão da comunicação e da informação nas empresas socialmente responsáveis

This paper studies the communication and information management in the perspective of corporate social responsibility. We assume that a company becomes socially responsible when it’s necessary implementing a communication and information policy able to align their business management processes to social responsibility policies, thus creating the necessary, fundamental synergy to their audiences. We raised the hypothesis that corporate social responsibility, in order to be incorporated on a business process management, necessarily involves a transformation in the form of information management and communication - understood as strategic skills which enable the generation of knowledge creation value and the acquisition of awareness of ethical conduct and company's corporate organizational culture as a mirror, reflected to its internal and external audiences. Therefore, this study was supported by a case study in a retail company in Bauru city, regarded as a socially responsible company. Thus, we proceeded to develop a descriptive-exploratory field research, by using the technique of structured interviews which were conducted with the most representative considered leaders of the company - management, store managers, responsible CSR department and advertising agency

Produção de propagandas sociais radiofônicas e educação tutorial: uma proposta para a formação do profissional de comunicação

Produce radio advertisements to convey social UNESP FM Radio. This is the purpose of “Agência PropagAção”, extension project of the Faculty of Arts, Architecture and Communication Unesp, Bauru, SP, composed of 15 students of Communication and Design, coordinated by the teacher responsible. This extension project, however, over the four years of operation, has evolved from a manufacturing space of advertisements for a creative environment where teaching and learning are associated with teaching, research and extension. In this group, converge knowledge from different areas of social communication, resulting in scientific research initiation, completion of course work and professional practice with the provision of community services. Organized as an advertising agency, teachers and students experience education tutorial, extracurricular, adding, as a collective, integrated and interdisciplinary knowledge for the training of professionals with technical expertise, scientific, technological and academic.

Cinquenta anos do Mini Cooper: uma viagem pelo tempo por meio da Ilustração

The use of images as a mean of human knowledge transmission dates from the earliest records of visual communication with the cave paintings. Throughout history, the communicating function remained and was extended for a variety of approaches, including illustration, which plays an important role by transmitting a content to be communicated on a creative and unique way. The advertising area relies largely on the communicative power of illustration, using it as a visual aid on different ways and medias. The advertising pieces aimed at the automotive sector – especially those developed by BMW for the Mini Cooper model – broadly employs illustrations to spread the word about the product and its attributes, seeking to communicate it using an original way. With a qualitative approach to the case study, this article analyzes the illustrations produced by the South African design studio Am I Collective as part of a video prepared by South African advertising agency Blackriver FC as a celebration campaign for the fifty years of vehicle Mini Cooper, celebrated on 2009, and it aims to identify the illustrations visuals and compositions used in the construction of the covered temporal panorama.

JKSimFloat V6: Improving flotation circuit performance and understanding

Methods of analysing and optimising flotation circuits have improved significantly over the last 15 years. Mineral flotation is now generally better understood through major advances in measuring and modelling the sub-processes within the flotation system. JKSimFloat V6 is a user-friendly Windows-based software package incorporating simulation, mass balancing, and, currently under development, liberation data viewing and model fitting. This paper presents an overview of the development of the program up to its current status, and the plans established for the future. The application of the simulator, in particular, at various operations is also discussed with emphasis on the use of the program in improving flotation circuit performance.

The Impact of the Internet in Six Latin American Countries

Access to the Internet has grown exponentially in Latin America over the past decade. The International Telecommunications Union (ITU) estimates that in 2009 there were 144.5 million Internet users in South America, 6.4 million in Central America, and 8.2 million in the Caribbean, or a total 159.2 million users in all of Latin America.1 At that time, ITU reported an estimated 31 million Internet users in Mexico, which would bring the overall number of users in Latin America to 190.2 million people. More recent estimates published by Internet World Stats place Internet access currently at an estimated 204.6 million out of a total population of 592.5 million in the region (this figure includes Mexico).2 According to those figures, 34.5 per cent of the Latin American population now enjoys Internet access. In recent years, universal access policies contributed to the vast increase in digital literacy and Internet use in Argentina, Brazil, Chile, Colombia, and Costa Rica. Whereas the latter was the first country in the region to adopt a policy of universal access, the most expansive and successful digital inclusion programs in the region have taken hold in Brazil and Chile. These two countries have allocated considerable resources to the promotion of digital literacy and Internet access among low income and poor populations; in both cases, civil society groups significantly assisted in the promotion of inclusion at the grassroots level. Digital literacy and Internet access have come to represent, particularly in the area of education, a welcome complementary resource for populations chronically underserved in nations with a long-standing record of inadequate public social services. Digital inclusion is vastly expanding throughout the region, thanks to stabilizing economies, increasingly affordable technology, and the rapid growth in the supply of cellular mobile telephony. A recent study by the global advertising agency Razorfish revealed significant shifts in the demographics of digital inclusion in the major economies of South America, where Web access is rapidly increasing amid the lower middle class and the working poor.3 Several researchers have suggested that Internet access will bring about greater civic participation and engagement, although skeptics remain unsure this could happen in Latin America. Yet, there have been some recent instances of political mobilization facilitated through the use of the Web and social media applications, starting in Chile when “smart mobs” nationwide demonstrated against former Chilean President Michelle Bachelet when she failed to enact education reforms in May 2006. The Internet has also been used by marginalized groups and by guerrillas groups to highlight their stories. In sum, Internet access in Latin is no longer a medium restricted to the elite. It is rather a public sphere upon which civil society has staked its claim. Some of the examples noted in this study point toward a developing trend whereby civil society, through online grassroots movements, is able to effectively pressure public officials, instill transparency and demand accountability in government. Access to the Internet has also made it possible for voices on the margins to participate in the conversation in a way that was never previously feasible. 1 International Telecommunications Union [ITU], “Information Technology Public & Report,” accessed May 15, 2011, http://www.itu.int/. 2 Internet World Stats, “Internet Usage Statistics for the Americas,” accessed March 24, 2011, http://www.internetworldstats.com/stats2.htm 3 J. Crump, “The finch and the fox,” London, UK (2010), http://www.slideshare.net/razorfishmarketing/the-finch-and-the-fox.

Communion-over-Agency effects on advertising effectiveness

Gender-stereotypical portrayals of communal women and agentic men are highly common in advertising. But past research indicates that advertising effectiveness is higher when endorsers are portrayed as communal – irrespective of their gender. The aim of the current research is to explore this communion-over-agency effect on advertising effectiveness and its underlying mechanism. Two studies provide evidence for a communion-over-agency effect on advertising effectiveness (i.e., attitude toward the ad and brand). These studies show that the communion-over-agency effect on attitude toward the ad is mediated by endorser likeability (simple mediation). The effect on attitude toward the brand is mediated by endorser likeability and attitude toward the ad (serial multiple mediation). In concert, this research underscores the significance of communion (and agency) on endorser evaluation and advertising effectiveness.

Corporate stadium sponsorships, signaling theory, agency conflicts, and shareholder wealth

Contrary to the plethora of critical articles recently appearing in both the popular and business press, this carefully controlled investigation of 49 stadium- and arena-naming-rights agreement announcements provides striking evidence that such sponsorships can significantly enhance the stock prices of sponsoring companies. Indeed, the results of the study show that the average stadium sponsor's stock prices increased by 1.65 percent at the time of announcement of the programs-a result considerably in excess of the returns associated with other major marketing programs such as the signing of Olympic sponsorships and celebrity endorsers. A multiple regression analysis employing firm-specific changes in stock prices as the dependent variable and quantifiable corporate and sponsorship-related attributes as independent variables is also presented. Variables positively and significantly correlated with perceived sponsorship success include team-winning percentages, contract length, and high technology and locally based companies. Overall, the findings of the study are consistent with the novel hypothesis that, for some firms, the real value-added of a stadium sponsorship may lie in its ability to serve as an effective or honest signal of managerial confidence in the future of the company.

Negotiation platform for personalised advertising

This paper describes a multi-agent brokerage platform for near real time advertising personalisation organised in three layers: user interface, agency and marketplace. The personalisation is based on the classification of viewer profiles and advertisements (ads). The goal is to provide viewers with a personalised advertising alignment during programme intervals. The enterprise interface agents upload new ads and negotiation profiles to producer agents and new user and negotiation profiles to distributor agents. The agency layer is composed of agents that represent ad producer and media distributor enterprises as well as the market regulator. The enterprise agents offer data upload and download operations as Web Services and register the specification of these interfaces at an UDDI registry for future discovery. The market agent supports the registration and deregistration of enterprise delegate agents at the marketplace. This paper addresses the marketplace layer, an agent-based negotiation platform per se, where delegates of the relevant advertising agencies and programme distributors negotiate to create the advertising alignment that best fits a viewer profile and the advertising campaigns available. The whole brokerage platform is being developed in JADE, a multi-agent development platform. The delegate agents download the negotiation profile and upload the negotiation results from / to the corresponding enterprise agent. In the meanwhile, they negotiate using the Iterated Contract Net protocol. All tools and technologies used are open source.