The role of cultural mega events In the enhancement of city’s image attributes

In a time of fierce competition between regions, an image serve as a basis to develop a strong sense of community, which fosters trust and cooperation that can be mobilized for regional growth. A positive image and reputation could be used in the promotional activities of the region benefiting all the stakeholders as a whole. Mega cultural events are frequently used to attract tourists and investments to a region, but also to enhance the city’s image. This study adopts a marketing/communication perspective of city’s image, and intends to explain how the image of the city is perceived by their residents. Specifically, we intend to compare the perceptions of residents that effectively participated in the Guimarães European Capital of Culture (ECOC) 2012 (engaged residents), and the residents that only assisted to the event (attendees). Several significant findings are reported and their implications for event managers and public policy administrators presented, along with the limitations of the study.

Determining the receptivity to the bluetooth marketing by the portuguese consumer

With increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today, we witness a steady growth in the development of mobile marketing campaigns, i.e., marketing campaigns targeting mobile devices (mobile phones, Smartphones, PDAs, tablets). Among the several mobile technologies available (Bluetooth networks, Wi-Fi, WAP, SMS service, MMS), Bluetooth seems to have the biggest potential for the least invasive consumer mobile marketing strategy. This study seeks to answer the question "what factors may motivate the Portuguese consumer to accept Bluetooth marketing?.“ We propose a conceptual model capable of investigating the relationships between the several responsiveness factors to Bluetooth marketing. The development of a set of hypotheses supported by an online questionnaire to a valid sample of 755 participants, demonstrates that there is a relationship between factors such as expanded knowledge of the technology, and Bluetooth marketing receptivity. Additionally, we find that the information value of mobile advertising messages, such as entertainment value and personalization, relates well to responsiveness. The ability to accept/dismiss promotional messages sent to mobile phones and other safety features also correlated well with Bluetooth marketing receptivity.

Análise das determinantes à receptividade ao bluetooth marketing pelo consumidor português – um estudo empírico

With the increasing technological innovation, the concept of marketing and its applications become more functional and wide. Today is visible the development of mobile marketing campaigns, ie marketing campaigns for mobile devices (mobile phones, smartphones, PDAs, tablets). Taking advantage of mobile devices services (bluetooth networks, Wi-Fi, WAP, SMS service, MMS) as a vehicle to approach and communicate with consumers, bluetooth technology is a potential way of mobile marketing to become increasingly less invasive to consumers. This study seeks to answer the question "what factors may motivate the Portuguese consumer to adopt the bluetooth marketing?". According to the literature review on the concept of mobile marketing, bluetooth marketing and consumer behaviour theories, we propose a conceptual model capable of investigating the relationships between the determinants of responsiveness to bluetooth marketing. The empirical study developed from a set of hypotheses and implementation of an online questionnaire to a sample of 755 respondents, demonstrated that there is a relationship between factors such as, technology ease of use, file exchanging and influence of peers, and the receptivity to bluetooth marketing. Also information value of mobile advertising messages, such as entertainment and personalization relates to responsiveness. The consumer’s perceived control over mobile promotional messages and the safety features of the technology, also showed a positive relationship with the receptivity to bluetooth marketing.

Complementaridade da publicidade nos media tradicionais e o marketing online

Trabalho de Projecto apresentado para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Novos Media e Práticas Web

Prevalence of intestinal parasites in children from public daycare centers in the city of Belo Horizonte, Minas Gerais, Brazil

The objective of this study was to verify the occurrence of intestinal parasites in 3 to 6-year-old children from daycare centers maintained by the municipal government of Belo Horizonte, Minas Gerais, Brazil. Coproparasitological tests performed in 472 children have shown that 24.6% of them had some type of parasites, 6.6% of the children having more than one type. Among protozoa, Entamoeba coli (14.0%) and G. duodenalis (9.5%) were the most prevalent, whereas Ascaris lumbricoides (3.0%) and Trichuris trichiura (1.1%) were the most frequent among the helminths. Thus, we can observe that intestinal parasites still represent a serious public health problem in Belo Horizonte, especially among children and in areas where the socioeconomic conditions are less favorable.

Que farei com este perfil? Uma aplicação da análise multivariada ao marketing

Neste trabalho esboça-se o perfil de um candidato a Presidente da Câmara Municipal de Lisboa, na perspetiva dos eleitores do segmento de jovens universitários. A polémica nascente em tomo das eleições autárquicas que se aproximavam, abriu caminho à realização deste estudo de interesse imediato. A sua análise sai enriquecida pelo relativo conhecimento dos autores, acerca do ambiente social e político que a enquadra. Os autores simulam a posição de consultores de imagem de um candidato, cujos principais objetivos são: a)Preparar um discurso de campanha CML-93 no Campus da Universidade Nova de Lisboa b)Descobrir aspirações e necessidades dos eleitores potenciais.

Distribution of hepatitis B virus genotypes and viral load levels in Brazilian chronically infected patients in São Paulo city

The objective of the present study was to evaluate the serum viral load in chronically infected Hepatitis B virus (HBV) patients and to investigate the distribution of HBV genotypes in São Paulo city. Quantitative HBV-DNA assays and HBV genotyping have gained importance for predicting HBV disease progression, have been employed for assessing infectivity, for treatment monitoring and for detecting the emergence of drug resistance. Twenty-nine Brazilian patients with suspected chronic hepatitis B were studied, using real time PCR for viral load determination and direct DNA sequencing for the genotyping. The serology revealed chronic HBV infection in 22 samples. The HBV-DNA was positive in 68% samples (15/22). The phylogenetic analysis disclosed that eleven patients were infected with HBV genotype A, two with genotype F and two with genotype D. Thus, the genotype A was the most prevalent in our study.

Rapid HIV diagnostic test in undocumented pregnant women applied at an inner-city teaching hospital

A significant number of Brazilian gestational-age women are still not tested for HIV, representing a high risk of transmission to their newborns. The current study sought to identify the number of pregnant women with no previous testing or undocumented for HIV referred to the Gynecology and Obstetrics Department of a Regional Teaching Hospital and included diagnosis of HIV infection determined by a rapid test and perinatal transmission in pregnancy. Medical records of all pregnant women admitted to hospital from January 2001 to December 2005 were reviewed. Pregnant women without HIV results were submitted to a rapid HIV test. Those who tested positive were further tested by ELISA and confirmed by indirect immunofluorescence assay (IIA) or Western blot (WB). The viral load from babies born to HIV-infected mothers was assessed by bDNA. Of the 16,424 pregnant women analyzed (6.6%), 1,089 were undocumented for HIV. Eleven women were positive in rapid testing and 10 were confirmed by ELISA, IIA or WB, with 0.9% seropositivity. Mother/infant pairs received zidovudine monotherapy prophylaxis and infant viral load was lower than 50 copies/mL. A higher number of pregnant women previously tested for HIV during antenatal care was verified, compared to that obtained nationwide.

Marketing ecológico

O presente documento resulta de um trabalho realizado no âmbito da cadeira de mestrado de “Estratégias de Marketing e Comportamento do Consumidor”. Neste trabalho, discutem-se algumas questões relacionadas com o marketing ecológico e a sua segmentação específica. Procura-se analisar o modo se definem e quais são as forças que estiveram na origem do marketing ecológico.

Human toxocariasis: a seroepidemiological survey in the Amazonian city of Yurimaguas, Peru

The aim of this study was to determine the seroprevalence of the infection by Toxocara in the general population of the Amazonian city of Yurimaguas, Peru. From March to August 2008, a total of 300 subjects were sampled and tested by means of a Toxocara ELISA-IgG test. A clinical and epidemiological questionnaire was used to assess the symptomatology and risk factors associated with human toxocariasis. The overall rate of seropositivity was 35.66%, with a significant high proportion in children (p < 0.001). The clinical evaluation revealed that 95.33% of the seropositive group had some type of symptomatology: headache (66.36%), respiratory compromise (63.55%), abdominal pain (54.21%), cutaneous signs (40.19%) and ocular manifestations (36.45%), and almost all of them were statistically significant (p < 0.001). Furthermore, 56.07% of the seropositive subjects presented at least one intestinal pathogen parasite with predominance of helminthes, but without significant association (p = 0.334). The analysis of risk factors showed only that the use of public places and geophagia exhibited a significant association with the seropositivity (p < 0.001). Clinical, serological and epidemiological findings associated to infection with Toxocara were observed in the present study and future studies should be done to assess this serious health problem.

Occurrence of Ancylostoma in dogs, cats and public places from Andradina city, São Paulo state, Brazil

The aim of this study was to determine the frequency and intensity of Ancylostoma spp. in 33 dogs and 52 cats by means of coproparasitological examinations and parasitological necropsy, and assess the presence of contaminated feces with eggs of that parasite in public places of Andradina Municipality, São Paulo State, Brazil. Willis-Mollay and Sedimentation methods indicated Ancylostoma spp. eggs in 87.8% (29/33) dogs and 94.2% (49/52) cats. The species A. caninum and A. braziliense were found in 63.6% (21/33) and 30.3% (10/33) of dogs, respectively. Considering cats, 67.3% (35/52) were parasitized by A. braziliense, 21.1% (11/52) by A. caninum, and 9.6% (5/52) by A. tubaeforme. Forty-two canine fecal samples were collected from public environments, including 23 squares/gardens and 19 streets/sidewalks. Positive samples for Ancylostoma spp. accounted for 64.3% (27/42); squares/gardens had 60.9% (14/23) positive samples, and streets and sidewalks, 68.4% (13/19). No association was observed between the number of Ancylostoma spp parasites and age, sex and breed of the animals and also the ratio of EPG counts and the parasitic intensity observed at necropsy (p > 0.05). Based on the high occurrence of hookworm in dogs and cats in this study, the treatment with anti helminthics are needed even in those animals with negative stool tests, besides adopting control of the number of animals in public places, in order to decrease the likelihood of environmental contamination, since this parasite represents a potential hazard to human and animal health.

Factors associated to infection by Toxoplasma gondii in pregnant women attended in Basic Health Units in the city of Rolândia, Paraná, Brazil

The aim of the present work was to determine the prevalence of IgG and IgM anti-Toxoplasma gondii antibodies and the factors associated to the infection in pregnant women attended in Basic Health Units in Rolândia, Paraná, Brazil. The sample was divided in two groups: group I (320 pregnant women who were analyzed from July 2007 to February 2008) and group II (287 pregnant women who were analyzed from March to October 2008). In group I, it was found 53.1% of pregnant women with IgG reactive and IgM non-reactive, 1.9% with IgG and IgM reactive, 0.3% with IgG non-reactive and IgM reactive and 44.7% with IgG and IgM non-reactive. In group II, it was found 55.1% with IgG reactive and IgM non-reactive and 44.9% with IgG and IgM non-reactive. The variables associated to the presence of IgG antibodies were: residence in rural areas, pregnant women between 35-40 years old, low educational level, low family income, more than one pregnancy, drinking water which does not originate from the public water supply system and the habit of handling soil or sand. Guidance on primary prevention measures and the quarterly serological monitoring of the pregnant women in the risk group are important measures to prevent congenital toxoplasmosis.

Marketing educacional: perceções e promoção da imagem de uma escola privada

A presente investigação incide sobre as perceções que alunos, pais, professores e público em geral têm sobre uma escola privada quanto à sua imagem e qualidade do serviço prestado. Traçando fronteiras, marcando distâncias ou assinalando caminhos comuns, pretende-se articular conceitos e ferramentas intrínsecas à área do marketing com a esfera do âmbito educacional. A pesquisa centrou-se num estudo de caso, tendo-se optado por uma análise dentro do paradigma qualitativo-interpretativo.

Tuberculosis among HIV-1-infected subjects in a tertiary out-patient service in São Paulo city, Brazil

TB is currently considered to be the most important infectious disease among HIV-1-infected subjects in developing countries, such as Brazil. A retrospective analysis of TB cases was performed, occurring from January 1995 to December 2010 in our cohort of 599 HIV positive patients. The primary outcome was the occurrence of active TB. Forty-one TB cases were diagnosed over this period of 16 years, among 599 HIV positive patients in an open cohort setting in the city of Sao Paulo, Brazil. All-time lowest mean CD4 T cell count at the time of TB diagnosis was 146 and 186 cells/mm³, respectively. The mean HIV viral load was 5.19 log10 copies/mL, and 59% of the patients were on HAART. TB incidence was 1.47 per 100 person-years, for a total follow-up time of 2775 person-years. The probability of surviving up to 10 years after diagnosis was 75% for TB patients as opposed to 96% for patients with other, non-TB opportunistic diseases (p = 0.03). TB can be considered a public health problem among people living with HIV in Brazil despite of the widespread use of antiretrovirals for the treatment of HIV infection/AIDS.