Memoria de los consumidores expuestos a la publicidad

La psicología y la publicidad son dos disciplinas que se han complementado, la publicidad se ha visto beneficiada con esta alianza, ya que el principal aporte que le hace la psicología a la publicidad es poder determinar aquellos factores o estrategias que generan en el consumidor: atención, asociación entre marca y producto, para luego almacenarse en la memoria y así generar una posible conducta de compra en el individuo. Los medios de comunicación cumplen un papel importante en la transmisión de la información publicitaria, dependiendo del medio utilizado se enfoca la información teniendo en cuenta el campo perceptivo que recibirá la información, para lograr asociación y posterior almacenamiento en la memoria. Para poder medir la jerarquía del recuerdo en la memoria de los individuos ante la mención de una categoría de servicio de un producto, la publicidad y el mercadeo hacen uso de la prueba Top of Mind.

Avaliação do efeito do corte horizontal da copa, com máquina de podar de discos, em pomares de pera “Rocha

Current pear pruning making use of pneumatic shears still is a very labour intensive operation. The Proder project “Avaliação da poda mecânica em pomares de pera” was designed to contribute to solutions that would reduce the present dependence in labour and therefore to promote a reduction in pruning costs. This paper shows the results of a trial made to evaluate the influence of mechanical topping in manual pruning complement field work and pear yield. Topping was performed using a Reynolds 6DT 3.0m cutting bar with six hydraulic-driven circular disc-saws mounted in the three point tractor linkage system. The field trial was performed in a commercial orchard with 20 years, planted in an array of 4m x 2m with tree lines oriented in North-South direction. Trees were trained as the central leader system. In this trial, in a randomised complete block design with four replications, two treatments are being compared leading to 8 plots with one line of 14 trees per plot. The treatments tests were: T1 - manual pruning performed by workers using pneumatic shears, in each year; T2 - Topping the canopy parallel to the ground, using a discs-saw pruning machine mounted in a front loader of an agricultural tractor, followed by manual pruning complement performed by workers with pneumatic shears. Tree height and width was measured, before and after pruning. Work was timed and pear yields evaluated. Mechanical topping seems to be effective in the control of tree height, which can contribute to increase 14% of work rates on manual pruning complement. No significant differences in pear yield were found between treatments.