A fusão de dois mundos: convergência do mundo real e digital nas acções de marketing na rede

No passado, as acções publicitárias eram rotuladas como above the line e below the line, referindo-se à dicotomia de pontos de contacto com os públicos-alvo via Meios de Comunicação Social ou via Ponto de Venda. A esta dicotomia de meios e instrumentos, os anos 90 vieram trazer um terceiro ponto de contacto, crescentemente omnipresente e hegemónico, a world wide web ou rede, a que se acedia via computador. As acções de marketing e comunicação passaram então a rotular-se como online e offline, passando, não já a referir-se aos pontos de contacto, mas aos canais pelos quais circulavam as mensagens e acções das marcas. Desde o início deste século, o poder do digital veio crescendo, em software e hardware, em terminais e tecnologias, assistindo-se a uma transferência de esforços de comunicação, da esfera real para a esfera do digital. O deslumbramento pelo digital conquistou mesmo algumas marcas de dimensão mundial que hoje apostam integralmente o seu orçamento nesta forma de marketing, nas suas múltiplas facetas. Contudo, e porque se tem tornado óbvio que os públicos distribuem os seus favores por múltiplos touch points, para maximizar o impacto, assiste-se agora a um fenómeno único, potenciado por novas tecnologias que surgem todos os dias: em estratégias que se podem denominar de all-line, verifica-se a fusão entre dois mundos, mundo real e mundo digital, em múltiplas actividades de marketing que fazem convergir estas duas realidades em plataformas que vão do computador ao tablet, do smartphone à vending machine interactiva, do facebook ao Google maps, da imprensa tradicional ao pinterest. É esta convergência mundo real - mundo digital que abre agora novas oportunidades à comunicação publicitária, potenciando os ingredientes das marcas de sucesso no futuro: sensações (estímulo dos sentidos), intimidade e mistério, num cocktail suportado por uma nova criatividade.

East of Suez and the imaginary tangles of space and self

Drawing on postcolonial studies and the theorization on imperial gothic, this paper centres on three texts: The Hosts of the Lord (1900) by Flora Annie Steel; East of Suez (1901) by Alice Perrin, and The Way of an Eagle (1912)by Ethel Dell. These three texts highlight in different ways the discursive mediation of the Other and its destabilizing effects on the identity of the European-minded colonizer, thus foregrounding the multifarious nature of the British imaginative engagement with India. In this context, it is particularly relevant to examine the political and ideological implications of representing anywhere East of Suez as a locus of primitivism and chaos vis-à-vis the colonizer’s ambivalent reactions. Thus we seek to demonstrate the power of two distinct practices or modes of representation – namely, the power of a metaphorical discourse versus metonymic discourse- within the proces of constructing the East for a vast Western readership.

Validity of self-reported hearing loss in adults: performance of three single questions

OBJECTIVE: To estimate the validity of three single questions used to assess self-reported hearing loss as compared to pure-tone audiometry in an adult population. METHODS: A validity study was performed with a random sub-sample of 188 subjects aged 30 to 65 years, drawn from the fourth wave of a population-based cohort study carried out in Salvador, Northeastern Brazil. Data were collected in household visits using questionnaires. Three questions were used to separately assess self-reported hearing loss: Q1, "Do you feel you have a hearing loss?"; Q2, "In general, would you say your hearing is 'excellent,' 'very good,' 'good,' 'fair,' 'poor'?"; Q3, "Currently, do you think you can hear 'the same as before', 'less than before only in the right ear', 'less than before only in the left ear', 'less than before in both ears'?". Measures of accuracy were estimated through seven measures including Youden index. Responses to each question were compared to the results of pure-tone audiometry to estimate accuracy measures. RESULTS: The estimated sensitivity and specificity were 79.6%, 77.4% for Q1; 66.9%, 85.1% for Q2; and 81.5%, 76.4% for Q3, respectively. The Youden index ranged from 51.9% (Q2) to 57.0% (Q1) and 57.9% (Q3). CONCLUSIONS: Each of all three questions provides responses accurate enough to support their use to assess self-reported hearing loss in epidemiological studies with adult populations when pure-tone audiometry is not feasible.

Self-perceived health status in older adults: regional and sociodemographic inequalities in Spain

OBJECTIVE: To assess regional and sociodemographic differences in self-perceived health status among older adults. METHODS: A face-to-face quality of life survey was conducted in a representative sample of the Spanish population comprising 1,106 non-institutionalized elderly aged 60 or more in 2008. Logistic regression models were used to explain self-perceived health status according to the EuroQol Group Visual Analogue Scale (EQ-VAS). Independent variables included sociodemographic and health characteristics as well as the nomenclature of territorial units for statistics level 1 (NUTS1: group of autonomous regions) and level 2 (NUTS 2: autonomous regions). RESULTS: Younger and better off respondents were more likely to have a positive self-perceived health status. Having no chronic conditions, independence in performing daily living activities and lower level of depression were also associated with positive self-perceived health status. People living in the south of Spain showed a more negative self-perceived health status than those living in other regions. CONCLUSION: The study results point to health inequality among Spanish older adults of lower socioeconomic condition and living in the south of Spain. The analysis by geographic units allows for international cross-regional comparisons.

Strategic bidding in electricity markets: an agent-based simulator with game theory for scenario analysis

Electricity markets are complex environments, involving a large number of different entities, with specific characteristics and objectives, making their decisions and interacting in a dynamic scene. Game-theory has been widely used to support decisions in competitive environments; therefore its application in electricity markets can prove to be a high potential tool. This paper proposes a new scenario analysis algorithm, which includes the application of game-theory, to evaluate and preview different scenarios and provide players with the ability to strategically react in order to exhibit the behavior that better fits their objectives. This model includes forecasts of competitor players’ actions, to build models of their behavior, in order to define the most probable expected scenarios. Once the scenarios are defined, game theory is applied to support the choice of the action to be performed. Our use of game theory is intended for supporting one specific agent and not for achieving the equilibrium in the market. MASCEM (Multi-Agent System for Competitive Electricity Markets) is a multi-agent electricity market simulator that models market players and simulates their operation in the market. The scenario analysis algorithm has been tested within MASCEM and our experimental findings with a case study based on real data from the Iberian Electricity Market are presented and discussed.

Stressful working conditions and poor self-rated health among financial services employees

OBJECTIVE: To assess the association between exposure to adverse psychosocial working conditions and poor self-rated health among bank employees. METHODS: A cross-sectional study including a sample of 2,054 employees of a government bank was conducted in 2008. Self-rated health was assessed by a single question: "In general, would you say your health is (...)." Exposure to adverse psychosocial working conditions was evaluated by the effort-reward imbalance model and the demand-control model. Information on other independent variables was obtained through a self-administered semi-structured questionnaire. A multiple logistic regression analysis was performed and odds ratio calculated to assess independent associations between adverse psychosocial working conditions and poor self-rated health. RESULTS: The overall prevalence of poor self-rated health was 9%, with no significant gender difference. Exposure to high demand and low control environment at work was associated with poor self-rated health. Employees with high effort-reward imbalance and overcommitment also reported poor self-rated health, with a dose-response relationship. Social support at work was inversely related to poor self-rated health, with a dose-response relationship. CONCLUSIONS: Exposure to adverse psychosocial work factors assessed based on the effort-reward imbalance model and the demand-control model is independently associated with poor self-rated health among the workers studied.

Self-mated tribological systems based on multilayer micro/nanocrystalline CVD diamond coatings

The tribological response of multilayer micro/nanocrystalline diamond coatings grown by the hot filament CVD technique is investigated. These multigrade systems were tailored to comprise a starting microcrystalline diamond (MCD) layer with high adhesion to a silicon nitride (Si3N4) ceramic substrate, and a top nanocrystalline diamond (NCD) layer with reduced surface roughness. Tribological tests were carried out with a reciprocating sliding configuration without lubrication. Such composite coatings exhibit a superior critical load before delamination (130–200 N), when compared to the mono- (60–100 N) and bilayer coatings (110 N), considering ∼10 µm thick films. Regarding the friction behaviour, a short-lived initial high friction coefficient was followed by low friction regimes (friction coefficients between 0.02 and 0.09) as a result of the polished surfaces tailored by the tribological solicitation. Very mild to mild wear regimes (wear coefficient values between 4.1×10−8 and 7.7×10−7 mm3 N−1 m−1) governed the wear performance of the self-mated multilayer coatings when subjected to high-load short-term tests (60–200 N; 2 h; 86 m) and medium-load endurance tests (60 N; 16 h; 691 m).

Plano de negócios para a construção de uma unidade fabril de misturas complementares

A Cooperativa Agrícola de Vila do Conde desenvolve um negócio de fabrico e comercialização de misturas complementares para alimentação bovina, sobretudo para vacas leiteiras. Há alguns anos a esta parte, esta Cooperativa sabe que terá que deslocalizar a unidade fabril existente devido a imposições da Direção Geral de Alimentação e Veterinária, relacionadas com questões de natureza ambiental. A necessidade de ser realizado um novo investimento, para garantir a sustentabilidade do negócio mais rentável gerido por esta Cooperativa, levou a pensar-se na possibilidade de construção de uma nova unidade fabril, de dimensão superior, capaz de servir outras cooperativas, visando o desejado entendimento das cooperativas em torno de um objetivo comum, logrando a obtenção de economias de escala, de extrema importância para a sobrevivência do setor leiteiro na região do Entre Douro e Minho. Para o efeito será constituída uma nova sociedade por quotas, designada por AGRIVIL XXI, Lda., de capital exclusivamente cooperativo, possibilitando que, em cada momento, se possa aferir a situação económica e financeira do negócio de forma mais rigorosa e autónoma. Esta realidade foi conducente à elaboração do presente Plano de Negócios que se espera profícuo para definição dos objetivos e metas a atingir num futuro próximo pela Cooperativa Agrícola de Vila do Conde. As análises de viabilidade e do risco do projeto demonstraram estarem criadas as condições de aceitação do mesmo, sendo expectável um VAL de 1.371.764 euros, uma TIR de 12,04% e um pay-back period próximo dos 11 anos. No entanto é notório a existência de um risco inerente ao investimento na medida em que o montante dos fluxos gerados tende a aproximar-se dos fluxos investidos, não gerando um excedente de riqueza significativo.

De que forma o uso de packaging revivalista contribui para aumentar a percepção da qualidade e genuinidade das marcas e dos seus produtos

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Self-reported hearing performance in workers exposed to solvents

OBJECTIVE: To compare hearing performance relating to the peripheral and central auditory system between solvent-exposed and non-exposed workers. METHODS: Forty-eight workers exposed to a mixture of solvents and 48 non-exposed control subjects of matched age, gender and educational level were selected to participate in the study. The evaluation procedures included: pure-tone audiometry (500 - 8,000 Hz), to investigate the peripheral auditory system; the Random Gap Detection test, to assess the central auditory system; and the Amsterdam Inventory for Auditory Disability and Handicap, to investigate subjects' self-reported hearing performance in daily-life activities. A Student t test and analyses of covariance (ANCOVA) were computed to determine possible significant differences between solvent-exposed and non-exposed subjects for the hearing level, Random Gap Detection test and Amsterdam Inventory for Auditory Disability and Handicap. Pearson correlations among the three measures were also calculated. RESULTS: Solvent-exposed subjects exhibited significantly poorer hearing thresholds for the right ear than non-exposed subjects. Also, solvent-exposed subjects exhibited poorer results for the Random Gap Detection test and self-reported poorer listening performance than non-exposed subjects. Results of the Amsterdam Inventory for Auditory Disability and Handicap were significantly correlated with the binaural average of subject pure-tone thresholds and Random Gap Detection test performance. CONCLUSIONS: Solvent exposure is associated with poorer hearing performance in daily life activities that relate to the function of the peripheral and central auditory system.

Os millennials em Portugal: estudo exploratório a partir de um coorte etário sobre engagement consumidor-marca

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

O efeito da música na relação entre marca e consumidor

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Marketing móvel: where is... the hapiness: campanha aplicada à Coca-Cola Brasil

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

A contribuição do marketing interno para o sucesso das empresas

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Campanha de comunicação de Ambient Media para a marca Leroy Merlin

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.