COMUNICAÇAO INTEGRADA DE MARKETING E AÇÕES DE PATROCÍNIO A EVENTOS: O EFEITO SINÉRGICO

Este trabalho enfoca a ação de patrocínio a eventos como ferramenta comunicacional, incorporada ao composto da comunicação de marketing. O principal objetivo é analisar e apresentar como as empresas usam e articulam as ferramentas da comunicação integrada de marketing às ações de patrocínio para se criar um efeito sinérgico de comunicação. A metodologia constitui-se em pesquisa bibliográfica e documental e o estudo de casos envolvendo as empresas Ambev, Petrobras e Bradesco com o patrocínio aos respectivos eventos: Skol Beats; Jogos Pan-americanos 2007 e o Espetáculo Saltimbanco do Cirque du Soleil, verificando como os aspectos teóricos foram apropriados em cada caso. As conclusões apontam, principalmente, que as empresas vêm buscando utilizar o potencial máximo de comunicação dos eventos não só ao promoverem, mas também na condição de patrocinadoras, e que o patrocínio deve ser parte de um plano integrado, no qual as ações estratégicas de comunicação de marketing, através das várias ferramentas que as constituem, podem e devem ser conjugadas para alcançar sinergia e valorizar as ações comunicacionais dos patrocinadores.(AU)

Muestra de eventos ausplclados durante el ano academlco 2012-13

This flyer provides a summary of events in Spanish held by the Cuban Research Institute in the 2012-2013 academic year.

A relevância dos eventos culturais para a economia criativa - pesquisa qualitativa na Praia da Pipa, Tibau do Sul/RN

Creative industry has promoted and strengthened the growth of various economic sectors in Brazil and abroad, thus stimulating the local economy in places with attractive and innovative sceneries for the consumer market. This essay focuses on studying the relevance of cultural events for the creative economy, and these may contribute to the social, cultural and economic development in Pipa, located in Rio Grande do Norte (Brazil). Cultural events promote a themed and creative environment which has worked as attraction mechanism for the increase of cultural, gastronomic and social leisure consumptions. Cultural and thematic events has been held in Pipa, such as Festival Literário da Pipa, Fest Bossa & Jazz da Pipa, Festival Literário Alternativo da Pipa and Festival Gastronômico da Pipa, which can attract the local, state, national and international audience. The research is characterized as a qualitative research about the problem approach. The field research is characterized by the ethnographic approach, using the techniques of participant observation, semi-structured interviews and photographic record. With the research results, we can point that Pipa promotes cultural events that move the economic dynamics, social and cultural, inserting new cultural habits in this urban space, and in some cases, rescuing the history of the place. In each event, the economic and political forces connect themselves to promote the infrastructure of these events, supporting the provision of services and products from the creative and cultural sectors. The theming of the studied events plunges the audience into stories that may have (or not) a connection to the local history. Therefore, it is perceived that this work brings the light to a place that presents itself as the protagonist of the state of Rio Grande do Norte in terms of renewal and economic, social and cultural change in its infrastructure and its potential for tourist attraction from the creative and cultural sectors.

Influência de eventos hidrológicos extremos na qualidade da água de reservatórios na região tropical semiárida

Reservoirs are artificial ecosystems, intermediate between rivers and lakes, with diferent morphological and hydrological characteristics that can provide many important benefits to society. However, the use of this water for human consumption, watering livestock, leisure, irrigated agricultural production and pisciculture development, directly influence the increase loading of nutrients to aquatic environments and contribute to acceleration of eutrophication. Furthermore, global climate models are predicting a higher occurrence of extreme events such as floods and severe droughts, which will create hydrological stresses in lakes. In the semiarid northeast we can see the occurrence of these events, the drought of the years 2012, 2013 and 2014 was the worst drought in 60 years, according to the National Water Agency (ANA). Thus, this study aimed to evaluate the quality of the semiarid tropical water sources, identifying temporal patterns in periods with extreme hydrological events (floods and severe droughts). The study results showed that Gargalheiras and Cruzeta reservoirs presented significative changes in the limnological variables between rain and severe drought periods, with better appearance and in the most of the water quality variables in the rainy season and higher nutrientes concentrations and high electrical conductivity values in severe season, indicating decay of its quality. However, we found diferent behaviors between the reservoirs in severe drought. While Gargalheiras showed a typical behavior of the region, with high concentrations of algal biomass, indicating the worsening eutrophication, Cruzeta demonstrated a colapse in the total phytoplankton biomass, evidenced by the decrease in chla concentrations. This fact occurred because the low depth and proximity with the sediment facilited the inorganic solids resuspension and, consequently, resulted in turbid water column and light by limitation. In addition, the different behaviors between the reservoirs indicate that the responses of these environments problems such as extreme events must take into account factors such the region climate, size, depth of the reservoir and the basin characteristics.

Modelagem estatística e atribuições dos eventos de precipitação extrema na Amazônia brasileira

Intense precipitation events (IPE) have been causing great social and economic losses in the affected regions. In the Amazon, these events can have serious impacts, primarily for populations living on the margins of its countless rivers, because when water levels are elevated, floods and/or inundations are generally observed. Thus, the main objective of this research is to study IPE, through Extreme Value Theory (EVT), to estimate return periods of these events and identify regions of the Brazilian Amazon where IPE have the largest values. The study was performed using daily rainfall data of the hydrometeorological network managed by the National Water Agency (Agência Nacional de Água) and the Meteorological Data Bank for Education and Research (Banco de Dados Meteorológicos para Ensino e Pesquisa) of the National Institute of Meteorology (Instituto Nacional de Meteorologia), covering the period 1983-2012. First, homogeneous rainfall regions were determined through cluster analysis, using the hierarchical agglomerative Ward method. Then synthetic series to represent the homogeneous regions were created. Next EVT, was applied in these series, through Generalized Extreme Value (GEV) and the Generalized Pareto Distribution (GPD). The goodness of fit of these distributions were evaluated by the application of the Kolmogorov-Smirnov test, which compares the cumulated empirical distributions with the theoretical ones. Finally, the composition technique was used to characterize the prevailing atmospheric patterns for the occurrence of IPE. The results suggest that the Brazilian Amazon has six pluvial homogeneous regions. It is expected more severe IPE to occur in the south and in the Amazon coast. More intense rainfall events are expected during the rainy or transitions seasons of each sub-region, with total daily precipitation of 146.1, 143.1 and 109.4 mm (GEV) and 201.6, 209.5 and 152.4 mm (GPD), at least once year, in the south, in the coast and in the northwest of the Brazilian Amazon, respectively. For the south Amazonia, the composition analysis revealed that IPE are associated with the configuration and formation of the South Atlantic Convergence Zone. Along the coast, intense precipitation events are associated with mesoscale systems, such Squall Lines. In Northwest Amazonia IPE are apparently associated with the Intertropical Convergence Zone and/or local convection.

Segurança do paciente em terapia intensiva neonatal: identificação e análise de eventos adversos

The patient safety is a major concern in health services for its global dimension, as evidenced by the fragility of care processes that predispose an occurrence of adverse events. These events in a neonatal intensive care unit are considered serious and hazardous to lives of newborns. The present study aimed to identify and analyze adverse events in a neonatal intensive care unit based in Trigger Tool. It is an epidemiological, cross-sectional , exploratory, retrospective study with quantitative, descriptive and analytical approach, performed in 2015 at a school hospital. The sample was not probabilistic, involving 116 newborns who met the eligibility criteria. Data collection was performed by retrospective review of medical records, using a specific kind of "trigger" instrument, composed of sentinel events in neonatology, adapted from the American model used by the Vermont-Oxford Network. Data were analyzed using descriptive and inferential statistics. The chi-square test for linear trend was used to assess the associations between the variables of interest. The research received a favorable agreement from Ethics Committee of the Federal University of Rio Grande do Norte, under number 1055533, and Presentation Certificate for Ethics Assessment 43894515.6.0000.5537. The results show among investigated newborns, 110 experienced at least one adverse event during their stay, with a total of 391 medical records analyzed and rate of 3.37 events per patient. Prevailed the preterm newborns with low birth weight, from mother who had hypertensive diseases during pregnancy and urinary tract infection. The average hospitalization time was 25 days, associated with hospital-acquired infections events (p = 0.01). Among the identified adverse events stood out the events related to thermoregulation disorders (39.0%), with prevalence of hypothermia (26.0%), followed by health care-related infections (16.4%) and blood glucose disorders, hypoglycemia (9.00%) and hyperglycemia (6.64%). Most of these incidents were classified in categories E and F, which represents that there was damage small proportion. Due to these damages come from the care practice with newborn, 78% were classified as avoidable. There was statistically significant association between the variable birth weight with infections (p = 0.006) as well as peri/intraventricular bleeding (p = 0.02), hypoglycemia (p = 0.021), hyperglycemia (p = 0.001), hyperthermia (p = 0.39) and death (p=0,02). Gestational age was associated with seizures (p = 0.002), hyperglycemia (p=0.017) e hyperthermia (p=0.027). The security institution culture was reported by the health workers as intermediate, even though the number of adverse events found in only one unit of service indicates that there is much to be done. Thus the high rate of adverse events identified in the neonatal intensive care unit reinforces the necessity to elaborate specific preventive strategies for this risk environment.

Segurança do paciente em terapia intensiva neonatal: identificação e análise de eventos adversos

The patient safety is a major concern in health services for its global dimension, as evidenced by the fragility of care processes that predispose an occurrence of adverse events. These events in a neonatal intensive care unit are considered serious and hazardous to lives of newborns. The present study aimed to identify and analyze adverse events in a neonatal intensive care unit based in Trigger Tool. It is an epidemiological, cross-sectional , exploratory, retrospective study with quantitative, descriptive and analytical approach, performed in 2015 at a school hospital. The sample was not probabilistic, involving 116 newborns who met the eligibility criteria. Data collection was performed by retrospective review of medical records, using a specific kind of "trigger" instrument, composed of sentinel events in neonatology, adapted from the American model used by the Vermont-Oxford Network. Data were analyzed using descriptive and inferential statistics. The chi-square test for linear trend was used to assess the associations between the variables of interest. The research received a favorable agreement from Ethics Committee of the Federal University of Rio Grande do Norte, under number 1055533, and Presentation Certificate for Ethics Assessment 43894515.6.0000.5537. The results show among investigated newborns, 110 experienced at least one adverse event during their stay, with a total of 391 medical records analyzed and rate of 3.37 events per patient. Prevailed the preterm newborns with low birth weight, from mother who had hypertensive diseases during pregnancy and urinary tract infection. The average hospitalization time was 25 days, associated with hospital-acquired infections events (p = 0.01). Among the identified adverse events stood out the events related to thermoregulation disorders (39.0%), with prevalence of hypothermia (26.0%), followed by health care-related infections (16.4%) and blood glucose disorders, hypoglycemia (9.00%) and hyperglycemia (6.64%). Most of these incidents were classified in categories E and F, which represents that there was damage small proportion. Due to these damages come from the care practice with newborn, 78% were classified as avoidable. There was statistically significant association between the variable birth weight with infections (p = 0.006) as well as peri/intraventricular bleeding (p = 0.02), hypoglycemia (p = 0.021), hyperglycemia (p = 0.001), hyperthermia (p = 0.39) and death (p=0,02). Gestational age was associated with seizures (p = 0.002), hyperglycemia (p=0.017) e hyperthermia (p=0.027). The security institution culture was reported by the health workers as intermediate, even though the number of adverse events found in only one unit of service indicates that there is much to be done. Thus the high rate of adverse events identified in the neonatal intensive care unit reinforces the necessity to elaborate specific preventive strategies for this risk environment.

Incidencia de eventos cardiovasculares en pacientes diagnósticados de síndrome de apnea del sueño. Factores de riesgo e impacto del tratamiento

OSAS is an increasingly common disease in general population. In Spain, the prevalence is estimated of being around 20%. This is an important public health problem, both due to the use of health resources involved and the consequences on the quality of life of the patients. Its main risk factor is obesity, a disease whose prevalence is increasing, which consequently will also cause a long term increase in the number of OSAS diagnosis. On the other hand, cardiovascular diseases are the leading cause of death in Spain and also pose high health care costs. Therefore, the union of OSA and cardiovascular disease cause a high consumption of health resources and generates a large number of comorbidities and increased mortality rates. It is because of this that the early diagnosis and treatment are of great importance. Treatment with CPAP in these patients is very effective and reduces the number of cardiovascular complications...

Contributo dos eventos enogastronómicos para a atratividade turística do destino – estudo de caso do alentejo, na perspetiva dos organizadore

Face à globalização da atividade turística, os destinos enfrentam o desafio de sobressair num mercado cada vez mais sobrecarregado. Para responder a este desafio, a diferenciação cultural, através da herança patrimonial, assume uma importância crescente. Para tal tem contribuído a inscrição na lista de Património da Humanidade da UNESCO, no âmbito da salvaguarda e preservação do património material e intangível, a qual confere aos destinos visibilidade internacional. O crescente interesse pela gastronomia e vinhos, pelas atividades com eles relacionadas, enquanto atividades culturais e criativas, nas quais se incluem os eventos, associado ao contributo destes para o desenvolvimento económico das zonas rurais, são temas que contextualizam o contributo dos eventos enogastronómicos para a construção da imagem e da marca dos destinos. À luz do contributo do turismo criativo para a dinamização das comunidades rurais, os eventos enogastronómicos inserem-se num quadro de vivência de autenticidade e partilha de saberes e tradições, que permitem associar os produtos agroalimentares aos seus locais de origem, conferindo maior visibilidade a essas comunidades. No Alentejo, uma região essencialmente rural, no sul de Portugal, vários municípios procuram contribuir para a dinamização económica do concelho e ganhar notoriedade através da realização de eventos enogastronómicos. Neste contexto, a promoção dos eventos enogastronómicos desempenha um papel importante, não só na promoção do evento e do concelho onde se insere, mas também como contributo para a atratividade do Alentejo, enquanto destino enogastronómico. Neste estudo exploratório, pretendeu-se estudar vários eventos, de modo a melhor descrever o cenário da promoção dos eventos enogastronómicos no destino Alentejo. Através deste estudo de caso, que inclui 31 eventos enogastronómicos, pretende-se aumentar o conhecimento de como é feita a promoção desses eventos, e saber qual é o contributo dos mesmos para a atratividade turística do destino, na perspetiva dos seus organizadores. Para complementar a perspetiva dos organizadores, realizaram-se entrevistas a profissionais da atividade turística no Alentejo e analisaram-se os conteúdos dos cartazes promocionais dos eventos.

Eventos como promotores culturais de um destino turístico

O estudo da imagem de um destino turístico bem como os eventos são áreas cada vez mais importantes na investigação do turismo, pois apresentam uma função relevante na tomada de decisão e consequente satisfação do turista. Adquirindo uma importância também cada vez mais significativa, a cultura é hoje em dia usada como ferramenta estratégica de diferenciação entre destinos. Aglomerando estas três áreas, destinos turísticos, eventos e cultura, a presente dissertação tem como objetivo geral, perceber quais os principais benefícios para a imagem de um destino turístico, usando os eventos como promotores culturais desse mesmo destino. A metodologia adotada para chegar a estas conclusões, teve como base a investigação qualitativa, através da realização e análise de entrevistas semi-estruturadas a um conjunto de especialistas na área dos eventos culturais e criativos, que residam em cidade que já foram Capitais Europeias da Cultura (CEC), em questão, Graz, Génova, Liverpool e Maribor. Após a recolha e análise dos dados, verificou-se que os principais benefícios passam sobretudo pela reconfiguração, (re) posicionamento destes destinos, um maior reconhecimento do lugar, maior poder de atracção e sobretudo, uma perceção modificada positivamente.

Relatório de Estágio no Hotel Hesperia Tower: Desenvolvimento de uma Checklist de Eventos para a Secção de Conference Concierge

O presente relatório resulta da realização de um Estágio Erasmus no Hotel Hesperia Tower, localizado em Barcelona, integrado no Mestrado de Gestão e Direção Hoteleira na Escola Superior de Turismo e Tecnologia do Mar (ESTM). O estágio teve a duração de 9 meses, com inicio a 16 de Setembro de 2013 a fim a 16 de Junho de 2014 e foi realizado no departamento de restauração, mais precisamente, na função de Conference Concierge. Como objetivos específicos deste relatório, foram definidos: caracterizar o segmento de eventos do hotel; descrever os procedimentos operacionais do departamento de eventos do hotel; descrever, detalhadamente, as funções do Conference Concierge; identificar possíveis falhas nos serviços prestados pelo departamento de eventos do hotel; e desenvolver uma checklist para auxílio do Conference Concierge. A fundamentação teórica abordou os temas de hotelaria de negócios, turismo de negócios e eventos de negócio. O desafio intitulado de Desenvolvimento de uma Checklist para a Função de Conference Concierge do Hotel Hesperia Tower, Barcelona tem, como objetivo geral, propor a implementação de uma lista com as várias tarefas diárias a realizar pelo Conference Concierge durante um evento, visando a qualidade do atendimento prestado pelo departamento de eventos onde o Conference Concierge está inserido.

Análise de Redes Sociais como Ferramenta que Contribui para a Melhoria das Relações entre Empresas Participantes de um APL de Eventos

Empresas que organizam festas representam caso típico em que diferentes atores tais como buffet, fotógrafo, DJs ou músicos, decoradores se juntam para realizar eventos pontuais. Este trabalho analisa um Arranjo Produtivo Local (APL) localizado em região metropolitana paulista, constituído por 88 empresas, denominado APL Eventos. O objetivo deste trabalho foi identificar as relações de conhecimento existentes entre os participantes do APL Eventos, utilizando-se da abordagem de Análise de Redes Sociais (ARS) e indicar formas de melhorar as relações entre os participantes. A pesquisa identificou quem conhece quem e os resultados mostraram lacunas nas relações entre as empresas. Os participantes efetuaram a análise das informações com base nas suas redes próprias (egonetworks) e nas suas centralidades. Outro dado relevante foi a conexão média por tipo de empresa. Verificou-se que os buffets são as empresas com mais relações e que empresas de fotografia são as menos relacionadas. Em workshop com 31 participantes foram apresentadas sugestões de ações para melhorias nestas relações. As principais ações que emergiram são: realização de mais reuniões informais, confraternizações, passeios, criação de espaço virtual que permita interação entre os participantes e realização de mais reuniões formais gerais e em grupos.

Aportaciones a la metodología de diseño basada en Síntesis de Alto Nivel. Aportaciones al diseño de IPs para procesado de eventos complejos y codificación de vídeo

Programa de doctorado: Ingeniería de Telecomunicación Avanzada. La fecha de publicación es la fecha de lectura

Volatilidade dos retornos e governança: um estudo de eventos da crise do subprime

The financial crisis that occurred between the years 2007 and 2008, known as the subprime crisis, has highlighted the governance of companies in Brazil and worldwide. To monitor the financial risk, quantitative tools of risk management were created in the 1990s, after several financial disasters. The market turmoil has also led companies to invest in the development and use of information, which are applied as tools to support process control and decision making. Numerous empirical studies on informational efficiency of the market have been made inside and outside Brazil, revealing whether the prices reflect the information available instantly. The creation of different levels of corporate governance on BOVESPA, in 2000, made the firms had greater impairment in relation to its shareholders with greater transparency in their information. The purpose of this study is to analyze how the subprime financial crisis has affected, between January 2007 and December 2009, the volatility of stock returns in the BM&BOVESPA of companies with greater liquidity at different levels of corporate governance. From studies of time series and through the studies of events, econometric tests were performed by the EVIEWS, and through the results obtained it became evident that the adoption of good practices of corporate governance affect the volatility of returns of companies