Piilosta strategiseen kohdevaloon : tuotesijoittelu osana integroituvaa elämysmainontaa

Elämme brändien ympäröiminä. Brändit ovat useasti osana mediasisältöjä kuten elokuvia, televisioohjelmia, videopelejä tai aikakauslehtiä. Tämä pro gradu -tutkielma tutkii tuotesijoittelua (engl. product placement) osana digitalisoituvaa mediakulttuuria. Tuotesijoittelu on markkinointiviestintään luettava mainonnan muoto, jossa jokin tuote, brändätty palvelu tai logo esiintyy mainostarkoituksessa osana julkaisua, esitystä tai kulttuurintuotetta. Tuotesijoittelu on melko vähän tutkittu aihepiiri. Aihe on kuitenkin ajankohtainen mm. mediakulttuurin digitalisoitumisesta johtuvan kuluttajien mediakulutuskäyttäytymisen muutosten ja EU:n audiovisuaalisia mediapalveluja koskevan direktiivimuutoksen (AVMSdirektiivi) takia. Tutkimuksen tavoitteena on selvittää tuotesijoittelun toimijoita, toimijoiden intressi-ja kausaalisuhteita sekä toimintamekanismeja. Lähtökohtana on näkemys, jossa tuotesijoittelun keskeiset toimijat ovat tuottaja, mainostaja ja yleisö. Tutkielman alussa perehdytään tuotesijoittelun ilmiöön ja muotoihin sekä tehdään lyhyt katsaus länsimaiseen audiovisuaaliseen mediahistoriaan niiltä osin kuin se on pääpiirteissään vaikuttanut tuotesijoittelun kehitykseen. Sen jälkeen perehdytään tuotesijoittelua koskevaan lainsäädäntöön kansallisella ja EU-tasolla sekä tutustutaan tuotesijoittelun valvontaan Suomessa. Tutkimuksen teoreettinen pohja perustuu pääosin kauppa-, viestintä-ja elokuvatieteiden poikkitieteellisille, tuotesijoittelun aihepiiriä koskevalle kirjallisuudelle ja lehtikirjoittelulle. Tutkimuksen tueksi kerätty empiirinen aineisto koostuu seitsemästä suomalaisen media-alan asiantuntijan haastattelusta. Tutkimusmenetelminä ovat teemahaastatteluiden laadulliseen lähilukuun perustuva analyysi ja teemoittelu. Tukea tulkinnoille haetaan populaarikulttuurin tuotesijoittelun toteutuksista elokuvien ja aikakauslehden parista. Tutkimuksen lopussa esitetään malli, joka kuvaa tutkimuksesta esiinnousseita seikkoja tuotesijoittelutoiminnasta, sen toimijoista, mekanismeista, syistä ja reunaehdoista. Mallissa annetaan myös tuotesijoittelun toimintasuositus mainostajatahoja varten. Tutkimus osoittaa, että tuotesijoittelun tärkeimmät toimijat ovat ennakko-oletusten mukaisesti tuottaja, mainostaja ja yleisö. Näiden lisäksi voidaan tutkimuksen perusteella hahmottaa kaksi muuta toimijatahoa. Ensimmäinen näistä on tuottajan kanssa usein yhteistyötä tekevä esittäjä- tai levittäjätaho, joka on taloudellisesti ja juridisesti kytköksissä tuotantoihin, joissa se on mukana. Toinen toimijataho on usein mainostajapuolen kanssa yhteistyötä tekevät brändi- tai viestintäkonsultit, jotka opastavat tuotesijoittelutoiminnassa suhteessa mediakulttuuriin, auttavat näkyvyysneuvotteluissa ja konsultoivat mainostajaa parasta tuotesijoittelun ratkaisua varten. Tutkimus osoittaa lisäksi, että tuotesijoittelun syyt ja motiivit ovat monisyiset ja toimijakohtaiset. Tuottajan ja esittäjän syyt liittyvät yleisöjen miellyttämisen kautta lisääntyneeseen liikevaihtoon sekä tuotesijoittelun kautta parantuvaan mediatuotannon kannattavuuteen. Mainostajan ja brändikonsulttien tuotesijoittelutoiminnan syyt liittyvät brändin hallintaan, myynnin kasvattamiseen ja kuluttajiin vaikuttamiseen. Tuotesijoittelutoiminnan voidaan katsoa olevan muutoksessa; toteutukset ovat yhä enemmän strategisesti harkittuja, kokonaisvaltaisia markkinointiprosesseja, joiden tavoitteena on vaikuttaa katsojiin. Tästä syystä voidaan puhua tuotesijoittelun syventyneen osin mediasisältöjen brändi-integraatioksi.

Apoyo a la construcción de un software de soporte a decisiones concernientes al comercio entre Colombia y Estados Unidos

La entrada en vigor del Tratado de Libre Comercio (TLC) con Estados Unidos representa para los empresarios colombianos la oportunidad de acceder al mercado más importante del mundo en una posición privilegiada, bajo la cual resulta más sencilla la colocación de productos en este pais para aquellas compañías con vocación exportadora. Sin embargo, la alta competencia y desarrollo de este mercado hace necesario que las empresas cuenten con información apropiada que les permita enfocar sus esfuerzos en productos, segmentos de mercado o Estados específicos donde puedan alcanzar la sostenibilidad y perdurabilidad en el tiempo, así como el desarrollo de nuevas posibilidades comerciales. Para tal fin, realizamos este trabajo de investigación con el cual se busca generar una herramienta informática que contenga información respecto al flujo comercial de Colombia hacia cada uno de los 50 estados de EE.UU., detallando en cada caso las oportunidades comerciales identificadas por partidas arancelarias; y que servirá de apoyo para aquellos empresarios colombianos que buscan beneficiarse de la nueva coyuntura comercial que ofrece el acuerdo bilateral.

Comparación del efecto de mera exposición y el condicionamiento clásico en la formación de preferencias

El objetivo de este estudio fue comparar la eficacia del condicionamiento clásico (CC) y el efecto de mera exposición (ME), en condiciones supraliminales (2000 milisegundos –ms-), sobre la formación de preferencias hacia marcas publicitarias. Se realizó un experimento con diseño intrasujeto, donde se manipuló la variable tratamiento afectivo representada por los dos procedimientos a comparar y se midió la variable dependiente –preferencia hacia las marcas- a través de una tarea de elección forzosa y un diferencial semántico. En el experimento participaron 70 hombres, estudiantes de medicina de la Universidad del Rosario con edades entre 18 y 22 años. El CC se realizó a través de un procedimiento simultáneo y en ambas condiciones la variable independiente se expuso el estímulo 8 veces con una duración de 2000 ms. Los resultados mostraron que los dos procedimientos generaron preferencias en los sujetos, pero no diferencias significativas entre la efectividad de los procedimientos.

Educación en medios y competencia emocional.

Resumen tomado de la publicación

Distribuição espacial da deriva de produtos fitossanitários em pulverizações na cultura da laranja

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Novas Fronteiras entre as Telenovelas Exibidas nos Estados Unidos e a Comunicação Publicitária

La telenovela, un producto típico de América Latina, está presente notablemente en la cultura hispana en los Estados Unidos. El éxito de audiencia de las telenovelas en canales hispanos en los Estados Unidos también refleja las inversiones en la publicidad televisiva en estos productos, y algunas acciones se están produciendo de una manera nunca antes experimentada. En este contexto, esta investigación tiene como objetivo reflexionar sobre las nuevas posibilidades de promoción y el consumo de las tramas de las telenovelas en América Latina, a través principalmente de los datos de fuentes bibliográficas directas e indirectas.

Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

Making the Most of Field Placement [3rd Ed.]

Overview Learn how to get the most from your placements with the aid of this user-friendly text. Making the Most of Field Placement offers a practice-based approach to teaching and learning during placement experiences. Written for both students and their supervisors, it follows the various stages of a placement from planning through to evaluation. The core practice issues and ideas that it discusses can be used for a wide range of fields including social work, welfare work, disability work, youth work, community work and other human services. Readers can follow through the chapters as a guide as the placement progresses or select specific chapters and exercises to enhance specific stages of the placement. Numerous examples, checklists and exercises provide practical ideas that help students and supervisors to positively engage with each stage of the field placement process.

Optimization in multi-implant placement for immediate loading in edentulous arches using a modified surgical template and prototyping: A case report

Immediate loading of dental implants shortens the treatment time and makes it possible to give the patient an esthetic appearance throughout the treatment period. Placement of dental implants requires precise planning that accounts for anatomic limitations and restorative goals. Diagnosis can be made with the assistance of computerized tomographic scanning, but transfer of planning to the surgical field is limited. Recently, novel CAD/CAM techniques such as stereolithographic rapid prototyping have been developed to build surgical guides in an attempt to improve precision of implant placement. The aim of this case report was to show a modified surgical template used throughout implant placement as an alternative to a conventional surgical guide.

Toward a resolution of Campanulid phylogeny, with special reference to the placement of Dipsacales

Broad-scale phylogenetic analyses of the angiosperms and of the Asteridae have failed to confidently resolve relationships among the major lineages of the campanulid Asteridae (i.e., the euasterid II of APG II, 2003). To address this problem we assembled presently available sequences for a core set of 50 taxa, representing the diversity of the four largest lineages (Apiales, Aquifoliales, Asterales, Dipsacales) as well as the smaller ""unplaced"" groups (e.g., Bruniaceae, Paracryphiaceae, Columelliaceae). We constructed four data matrices for phylogenetic analysis: a chloroplast coding matrix (atpB, matK, ndhF, rbcL), a chloroplast non-coding matrix (rps16 intron, trnT-F region, trnV-atpE IGS), a combined chloroplast dataset (all seven chloroplast regions), and a combined genome matrix (seven chloroplast regions plus 18S and 26S rDNA). Bayesian analyses of these datasets using mixed substitution models produced often well-resolved and supported trees. Consistent with more weakly supported results from previous studies, our analyses support the monophyly of the four major clades and the relationships among them. Most importantly, Asterales are inferred to be sister to a clade containing Apiales and Dipsacales. Paracryphiaceae is consistently placed sister to the Dipsacales. However, the exact relationships of Bruniaceae, Columelliaceae, and an Escallonia clade depended upon the dataset. Areas of poor resolution in combined analyses may be partly explained by conflict between the coding and non-coding data partitions. We discuss the implications of these results for our understanding of campanulid phylogeny and evolution, paying special attention to how our findings bear on character evolution and biogeography in Dipsacales.

Comparative efficacy of 2 topical anesthetics for the placement of orthodontic temporary anchorage devices.

This study compared the effectiveness of topical benzocaine 20% versus a combination of lidocaine, tetracaine, and phenylephrine in providing sufficient analgesia for the placement of orthodontic temporary anchorage devices (TADs). The 2 topical anesthetics were tested against each other bilaterally using a randomized, double-blind, crossover design. The agents were left in place for the amount of time prescribed by the manufacturer. The TAD was then placed, and each subject rated the degree of pain on a Heft-Parker visual analogue scale. A pulse oximeter was used to record the preoperative and postoperative pulse rates. Statistically significant differences in perceived pain (P < .05) and success rate (P < .01) between drugs were seen, but no significant difference in pulse rate change between the topical anesthetics was observed (P > .05). It was concluded that when the efficacy of topical benzocaine and of a combination product was compared as the sole anesthetic to facilitate acceptable pain control for placement of orthodontic temporary anchorage devices, the combination product was considerably more efficacious.

An investigation into the comparable effectiveness of two tests of writing administered to college-level English as a Second Language students: The Computerized Placement Test and holistically scored essay exams

This dissertation describes the findings and implications of a correlational analysis. Scores earned on the Computerized Placement Test (CPT), sentence skills, were compared to essay scores of advanced English as a Second Language (ESL) students. As the CPT is designed for native speakers of English, it was hypothesized that it could be an invalid or unreliable instrument for non-native speakers. Florida community college students are mandated to take the CPT to determine preparedness, as are students at many other U.S. and Canadian colleges. If incoming students score low on the CPT, they may be required to take up to three semesters of remedial coursework. It is essential that scores earned by non-native speakers of English accurately reflect their ability level. They constitute a large and growing body of non-traditional students enrolled at community colleges.^ The study was conducted at Miami-Dade Community College, Wolfson Campus, fall 1997. Participants included 106 advanced ESL students who took both the CPT sentence skills test and wrote final essay exams. The essay exams were holistically scored by trained readers. Also, the participants took the Placement Articulation Software Service (PASS) exam, an alternative form of the CPT. Scores on the CPT and essays were compared by means of a Pearson product-moment correlation to validate the CPT. Scores on the CPT and the PASS exam were compared in the same manner to verify reliability. A percentage of appropriate placements was determined by comparing essay scores to CPT cutoff score ranges. Finally, the instruments were evaluated by means of independent-samples t-tests for performance differences between gender, age, and first language groups.^ The results indicate that the CPT sentence skills test is a valid and reliable placement instrument for advanced- level ESL students who intend to pursue community college degrees. The correlations demonstrated a substantial relationship between CPT and essay scores and a marked relationship between CPT and PASS scores. Appropriate placements were made in 86% of the cases. Furthermore, the CPT was found to discriminate equally among the gender, age, and first language groups included in this study. ^

The Behavior of Hydroxyl Units of Synthetic Goethite and its Dehydroxylated Product Hematite

The behavior of the hydroxyl units of synthetic goethite and its dehydroxylated product hematite was characterized using a combination of Fourier transform infrared (FTIR) spectroscopy and X-ray diffraction (XRD) during the thermal transformation over a temperature range of 180-270 degrees C. Hematite was detected at temperatures above 200 degrees C by XRD while goethite was not observed above 230 degrees C. Five intense OH vibrations at 3212-3194, 1687-1674, 1643-1640, 888-884 and 800-798 cm(-1), and a H2O vibration at 3450-3445 cm(-1) were observed for goethite. The intensity of hydroxyl stretching and bending vibrations decreased with the extent of dehydroxylation of goethite. Infrared absorption bands clearly show the phase transformation between goethite and hematite: in particular. the migration of excess hydroxyl units from goethite to hematite. Two bands at 536-533 and 454-452 cm(-1) are the low wavenumber vibrations of Fe-O in the hematite structure. Band component analysis data of FTIR spectra support the fact that the hydroxyl units mainly affect the a plane in goethite and the equivalent c plane in hematite.

Study on microwave dielectric properties of epoxy resin mixtures used for rapid product development

This paper presents a preliminary study on the dielectric properties and curing of three different types of epoxy resins mixed at various stichiometric mixture of hardener, flydust and aluminium powder under microwave energy. In this work, the curing process of thin layers of epoxy resins using microwave radiation was investigated as an alternative technique that can be implemented to develop a new rapid product development technique. In this study it was observed that the curing time and temperature were a function of the percentage of hardener and fillers presence in the epoxy resins. Initially dielectric properties of epoxy resins with hardener were measured which was directly correlated to the curing process in order to understand the properties of cured specimen. Tensile tests were conducted on the three different types of epoxy resins with hardener and fillers. Modifying dielectric properties of the mixtures a significant decrease in curing time was observed. In order to study the microstructural changes of cured specimen the morphology of the fracture surface was carried out by using scanning electron microscopy.