Aplicação de Advergames no Contexto Empresarial

No mundo da publicidade existem diferentes formas de publicitar marcas/produtos, as formas mencionadas como tradicionais são os anúncios televisivos e radiofónicos, os outdoors junto a autoestradas e meios mais movimentados, meios de comunicação impressos, entre outros. Com a evolução e o crescimento da Internet, surgiram novas possibilidades de publicidade e marketing, direcionadas principalmente aos jovens, pois são que mais utiliza a Internet. Um dos usos principais da Internet é o entretenimento, existindo diversos sites com esse propósito. No entanto existem jogos, designados sérios, com o objetivo não só de entreter mas também de transmitir uma mensagem. Nesta dissertação falamos concretamente de jogos direcionados para a publicidade, os chamados Advergames. Estes jogos permitem associar o divertimento à publicidade, permitindo criar uma relação entre a marca e o seu possível consumidor. Nesta tese pretende-se estudar a forma como os jogos poderão ser uma boa forma de auxílio no ramo do marketing de uma marca/produto. Para isso foi desenvolvido um jogo com o objetivo de recolher dados que comprovassem (ou não) o impacto sobre os jogadores da mensagem transmitida por uma marca/produto através desse jogo. Após o estudo foi possível perceber, que a maioria de utilizadores receberam a mensagem transmitida, reconhecendo vários elementos relacionados com a marca distribuídos ao longo de todo o cenário de jogo.

System Level Simulation and Radio Resource Management for Distributed Antenna Systems with Cognitive Radio and Multi-Cell Cooperation

4th International Conference on Future Generation Communication Technologies (FGCT 2015), Luton, United Kingdom.

Teaching mathematics using Massive Open Online Courses

Distance learning - where students take courses (attend classes, get activities and other sort of learning materials) while being physically separated from their instructors, for larger part of the course duration - is far from being a “new event”. Since the middle of the nineteenth century, this has been done through Radio, Mail and TV, taking advantage of the full educational potential that these media resources had to offer at the time. However, in recent times we have, at our complete disposal, the “magic wonder” of communication and globalization - the Internet. Taking advantage of a whole new set of educational opportunities, with a more or less unselfish “look” to economic interests, focusing its concern on a larger and collective “welfare”, contributing to the development of a more “equitable” world, with regard to educational opportunities, the Massive Open Online Courses (MOOCs) were born and have become an important feature of the higher education in recent years. Many people have been talking about MOOCs as a potential educational revolution, which has arrived from North America, still growing and spreading, referring to its benefits and/or disadvantages. The Polytechnic Institute of Porto, also known as IPP, is a Higher Education Portuguese institution providing undergraduate and graduate studies, which has a solid history of online education and innovation through the use of technology, and it has been particularly interested and focused on MOOC developments, based on an open educational policy in order to try to implement some differentiated learning strategies to its actual students and as a way to attract future ones. Therefore, in July 2014, IPP launched the first Math MOOC on its own platform. This paper describes the requirements, the resulting design and implementation of a mathematics MOOC, which was essentially addressed to three target populations: - pre-college students or individuals wishing to update their Math skills or that need to prepare for the National Exam of Mathematics; - Higher Education students who have not attended in High School, this subject, and who feel the need to acquire basic knowledge about some of the topics covered; - High School Teachers who may use these resources with their students allowing them to develop teaching methodologies like "Flipped Classroom” (available at http://www.opened.ipp.pt/). The MOOC was developed in partnership with several professors from several schools from IPP, gathering different math competences and backgrounds to create and put to work different activities such video lectures and quizzes. We will also try to briefly discuss the advertising strategy being developed to promote this MOOC, since it is not offered through a main MOOC portal, such as Coursera or Udacity.

Efficient advertising strategies for the fragrance market

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The integration of online advertising: The effects of source expertise and certainty level of the message on consumer involvement and persuasion in the context of user-generated advertising

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Children emotional reactions toward advertising and brands: A drawing experiment

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The effectiveness of the Media Smart Program on promoting the critical thinking of children towards the use of celebrities in television advertising

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Implementation of a cognitive radio access system

Dissertação apresentada para obtenção do Grau de Mestre em Engenharia Electrotécnica e de Computadores, pela Universidade Nova de Lisboa, Faculdade de Ciências e Tecnologia

How CSR claims in advertising affect children’s preferences and purchase intentions

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Spectrum sensing through software defined radio

Dissertação apresentada para obtenção do Grau de Mestre em Engenharia Electrotécnica e de Computadores, pela Universidade Nova de Lisboa, Faculdade de Ciências e Tecnologia

On and off air: an ethnographic exploration of minority radio in Portugal

Taking a Media Anthropology’s approach to dynamics of mediated selfrepresentation in migratory contexts, this thesis starts by mapping radio initiatives produced by, for and/or with migrants in Portugal. To further explore dynamics of support of initial settlement in the country, community-making, cultural reproduction, and transnational connectivity - found both in the mapping stage and the minority media literature (e.g. Kosnick, 2007; Rigoni & Saitta, 2012; Silverstone & Georgiou, 2005) - a case study was selected: the station awarded with the first bilingual license in Portugal. The station in question caters largely to the British population presenting themselves as “expats” and residing in the Algarve. The ethnographic strategy to research it consisted of “following the radio” (Marcus, 1995) beyond the station and into the events and establishments it announces on air, so as to relate production and consumption realms. The leading research question asks how does locally produced radio play into “expats” processes of management of cultural identity – and what are the specificities of its role? Drawing on conceptualizations of lifestyle migration (Benson & O’Reilly, 2009), production of locality (Appadurai 1996) and the public sphere (Butsch, 2007; Calhoun & et al, 1992; Dahlgren, 2006), this thesis contributes to valuing radio as a productive gateway to research migrants’ construction of belonging, to inscribe a counterpoint in the field of minority media, and to debate conceptualizations of migratory categories and flows. Specifically, this thesis argues that the station fulfills similar roles to other minority radio initiatives but in ways that are specific to the population being catered to. Namely, unlike other minority stations, radio facilitates the process of transitioning between categories along on a continuum linking tourists and migrants. It also reflects and participates in strategies of reterritorialization that rest on functional and partial modes of incorporation. While contributing to sustain a translocality (Appadurai, 1996) it indexes and fosters a stance of connection that is symbolically and materially connected to the UK and other “neighborhoods” but is, simultaneously, oriented to engaging with the Algarve as “home”. Yet, besides reifying a British cultural identity, radio’s oral, repetitive and ephemeral discourse particularly trivializes the reproduction of an ambivalent stance of connection with place that is shared by other “expats”. This dynamic is related to migratory projects driven by social imaginaries fostered by international media that stimulate the search for idealized ways of living, which the radio associates with the Algarve. While recurrently localizing and validating the narrative projecting an idealized “good life”, radio amplifies dynamics among migrants that seem to reaffirm the migratory move as a good choice.

The integration of online advertising into social media

This study examined user-generated (UG) advertising in the context of social media networks. The focus was on how people, whether an expert in the area, a non-expert or a friend, influence the reader of the advertisement. Furthermore, the study analyzed how the certainty level of the UG advertisement influences the person viewing the ad. The study showed that for the friend source a high certainty message was more persuasive. However, regarding the certainty no significant results were found for the expert and non-expert. Further, the type of the source had a considerable impact on persuasion. Someone that we personally know (e.g., a friend) was rated most positive for all analyzes variables. This shows that with the rising usage of social media there are great opportunities for new effective advertising strategies that could include a new type of an endorser – friends.

Medium access control design for distributed opportunistic radio networks

Existing wireless networks are characterized by a fixed spectrum assignment policy. However, the scarcity of available spectrum and its inefficient usage demands for a new communication paradigm to exploit the existing spectrum opportunistically. Future Cognitive Radio (CR) devices should be able to sense unoccupied spectrum and will allow the deployment of real opportunistic networks. Still, traditional Physical (PHY) and Medium Access Control (MAC) protocols are not suitable for this new type of networks because they are optimized to operate over fixed assigned frequency bands. Therefore, novel PHY-MAC cross-layer protocols should be developed to cope with the specific features of opportunistic networks. This thesis is mainly focused on the design and evaluation of MAC protocols for Decentralized Cognitive Radio Networks (DCRNs). It starts with a characterization of the spectrum sensing framework based on the Energy-Based Sensing (EBS) technique considering multiple scenarios. Then, guided by the sensing results obtained by the aforementioned technique, we present two novel decentralized CR MAC schemes: the first one designed to operate in single-channel scenarios and the second one to be used in multichannel scenarios. Analytical models for the network goodput, packet service time and individual transmission probability are derived and used to compute the performance of both protocols. Simulation results assess the accuracy of the analytical models as well as the benefits of the proposed CR MAC schemes.

Where@UM - Dependable organic radio maps

In the past decade, the research community has been dedicating considerable effort into indoor positioning systems based on Wi-Fi fingerprinting techniques, mainly due to their capability to exploit existing infrastructures. Crowdsourcing approaches, also known as organic, have been proposed recently to address the problem of creating and maintaining the corresponding radio maps. In these organic systems, the users of the system build the radio map themselves while using it to estimate their own position/location. However, most of these collaborative methods, proposed by several authors, assume that all the users are honest and committed to contribute to a good quality radio map. In this paper we assess the quality of a radio map built collaboratively and propose a method to classify the credibility of individual contributions and the reputation of individual users. Experimental results are presented for an organic indoor location system that has been used by more than one hundred users over a period of around 12 months.

Recensão de Lee, E. (2005). How internet radio can change the world : an activist’s handbook. Nova Iorque : iUniverse, Inc.

(Excerto) O entusiasmo pela comunicação digital percorre transversalmente a obra How Internet Radio Can Change the World: An Activist’s Handbook, de Eric Lee. Esta postura tão apologista das possibilidades comunicativas oferecidas pela Internet reforça provavelmente um conjunto alargado de entendimentos sobre a conquista do quotidiano pelo digital. Em 1967, McLuhan e Fiore já se referiam aos circuitos eletrónicos como ‘extensões do sistema nervoso central’. Numa leitura mais contemporânea, José Bragança de Miranda refere: “vivemos, nos nossos dias, no meio de conexões, de links, do on‑line, estamos votados à participação, à ‘interactividade’, etc. Algo de novo está a emergir” (2001, p. 265). Maria Teresa Cruz (2001) define a convergência tecnológica das relações sociais como a ‘mobilização erótica da técnica’. Esta obra aqui recenseada pretende, assim, desafiar a utilização da rádio digital para “melhorar a comunicação e solidificar as organizações” (p. 1), em torno de três grupos de reflexão.