FUSÃO E AQUISIÇÃO UMA ANÁLISE ATRAVÉS DO TESTE DE MÉDIA NO SETOR DE AGÊNCIAS DE PUBLICIDADE

A transição do século XX para o século XXI trouxe consigo uma série de mudanças, em especial às organizações, que vivenciaram evoluções de ordem tecnológica impactantes em sua estrutura administrativa e econômica. As agências de publicidade, apesar de terem um enfoque voltado ao aspecto criativo, não deixam de ser organizações, e assim como as demais também vivenciam este ciclo de mudanças, que aparenta ser ininterrupto. A importância do planejamento estratégico e financeiro e do atendimento integrado aos clientes proporcionou às agências novas perspectivas de funcionamento, e nelas enquadram-se as fusões/aquisições. Agências internacionais optaram por participar do mercado publicitário brasileiro através de fusões/aquisições; estas ocorreram com agências de bastante expressão no mercado internacional, mas também com agências menos conhecidas, mas que demonstraram a realização de bons trabalhos no setor. Através deste estudo realizou-se uma análise a respeito do mercado de fusões e aquisições de agências de publicidade, em especial, sob a perspectiva financeira. Através da base de dados lançada no Software SPSS foi aplicado o Teste T. Constatou-se que as agências de publicidade no Brasil entre 1999 a 2009 não apresentaram diferenças de média em relação ao faturamento, independente de terem passado ou não pelo processo de fusão/aquisição. Este crescimento pouco representativo demonstra que as fusões/aquisições tendem a ocorrer por diversos motivos e não se restringem exclusivamente ao aspecto financeiro, a perspectiva de bom atendimento ao cliente, visando o planejamento estratégico no âmbito publicitário, tende a ser um deles.

Um estudo e análise do teste de emissões otoacústicas realizadas através de uma plataforma móvel

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES

O antagonismo do receptor de serotonina do tipo 7 da substância cinzenta periaquedutal dorsal reduz a ansiedade experimental basal, mas não aquela gerada pela retirada do etanol em ratos

Ethanol-dependent individuals who reduce or discontinue its use may present Alcohol Withdrawal Syndrome, which is characterized by unpleasant signs and symptoms, such as anxiety, that may trigger relapses. Ethanol, a psychotropic drug, is able to promote behavioral and neurophysiological changes, acting on different neurotransmitter systems, including the serotonergic, which has also been directly associated with aversive states, including anxiety. This study aimed to investigate the participation of type 7 serotonin receptor (5-HT7) of the dorsal periaqueductal gray (DPAG) on basal experimental anxiety and that caused by ethanol withdrawal. For this, 75-100 days old Wistar rats were subjected to two experiments. On the first one, animals underwent stereotactic surgery for implantation of guide cannulas used for administration of the drug directly into the DPAG. After seven days, the animals received doses of 2.5; 5 and 10 nmols of type 7 receptor antagonist SB269970 (SB) or vehicle intra-DPAG and, ten minutes after, they were exposed to elevated plus maze (EPM). In the following day, the animals were submitted to the same treatment and tested in the open field (OF). In the second experiment, animals received increasing concentrations (2%, 4%, 6%) of ethanol as the only source of liquid diet or water (control group), both with free access to chow. Seventy two hours and ninety six hours after the ethanol withdrawal, animals received SB (2.5 and 5.0 nmols) intraDPAG ten minutes before the test in the LCE and OF, respectively. In experiment 1, the dose of antagonist 10 nmols was able of reversing the anxiety generated by EPM. In the experiment 2, ineffective SB doses on the LCE (2.5 and 5.0 nmol) were not able to reverse the anxiety caused by the ethanol withdrawal in the EPM, although the dose of 2.5 nmols of SB has reversed its hipolocomotor effect in this test. This result suggests that the 5-HT7 receptor is involved in the modulation of the basal experimental anxiety in rats, but not in the anxiety caused by ethanol withdrawal in the DPAG.

Avaliação do efeito do liraglutida nos tecidos muscular e adiposo e nos parâmetros bioquímicos em camundongos Swiss submetidos à dieta de cafeteria e a atividade física

Obesity is a chronic metabolic disease characterized by adipose tissue formation excess leading to an increase in body fat mass, of multifactorial origin, produced mainly by poor eating habits combined with a sedentary lifestyle. Data consider obesity as a serious disease that affects the world's population, ranking fifth in death rates. Faced with this situation, individuals seek, increasingly, means to lose weight with less physical effort and food. In 2009 and 2010 the drug liraglutide was lauched in order to reduce weight in individuals with diabetes mellitus type 2, thus avoiding the emergence of other diseases. The aggravating factor is that obese nondiabetic individuals are making use of this substance, even if its use is not authorized by ANVISA (Brazilian Health Surveillance Agency). Thus the objective of this research is to evaluate the effect of liraglutide for muscle or fat tissues and biochemical parameters in Swiss mice submitted to cafeteria diet and physical activity. The study was approved by the Ethics Committee on Animal Use - CEUA (nº003 Protocol / 2014). For this study 74 animals (Swiss mice) were used, divided as follows: in the initial phase of this study, we carried out a pilot study (n = 10) divided into a control group (PCON) (n = 5) and cafeteria group (PCAF) (n = 5), in order to evaluate a cafeteria diet which was both attractive to the animals and that could provide an increase in adipose tissue. After the induction of the diet, animals were euthanized and as a result, the animals in the PCAF group showed an intra-abdominal adiposity 0.74 ± 0.05 g, taken as the parameter for increasing fat in animals. Subsequently the study base was conducted for this research where animals were used (n = 64) divided into 2 groups: the Cafeteria Study Base Group (EBCAF) divided as follows: cafeteria + exercise + liraglutide (CEL) (n = 8), cafeteria + exercise + saline (CES) (n = 8), cafeteria + liraglutide (CL) (n = 8) and cafeteria + saline (CS) (n = 8). The Chow Study Base group (EBR) was divided into: exercise + liraglutide (EL) (n = 8), exercise + saline + (ES) (n = 8), liraglutide (L) (n = 8) and saline solution (SS) (n = 8). All animals went through the submission process to the cafeteria diet, followed by exercise protocol through swimming and treatment with the test substance intraperitoneally (200 mg / mL / kg). After the treatments, the animals were euthanized and had the following parameters evaluated: the muscle tissue mass, adipose tissue mass and biochemical parameters. It was observed that the processing done with the exercise-associated liraglutide reduced adipose tissue mass significantly (0.32 ± 0.05 g) compared to the saline group (0.53 ± 0.07 g). There were no changes in the muscle tissue of the group which was treated and exercised (1.39 ± 0.03 g) compared to the saline group (1.33 ± 0.03 g). Regarding biochemical parameters it was evident that there were changes in these parameters. Interesting to note that, although blood glucose values have been changed, the animals did not become diabetic. Thus, it appears that physical activity together with liraglutide is eficcient to the loss of intraabdominal adipose tissue and the maintenance of lean body mass thereby generating a satisfactory result in the pursuit of quality of life and disease prevention.

Avaliação do efeito do liraglutida nos tecidos muscular e adiposo e nos parâmetros bioquímicos em camundongos Swiss submetidos à dieta de cafeteria e a atividade física

Obesity is a chronic metabolic disease characterized by adipose tissue formation excess leading to an increase in body fat mass, of multifactorial origin, produced mainly by poor eating habits combined with a sedentary lifestyle. Data consider obesity as a serious disease that affects the world's population, ranking fifth in death rates. Faced with this situation, individuals seek, increasingly, means to lose weight with less physical effort and food. In 2009 and 2010 the drug liraglutide was lauched in order to reduce weight in individuals with diabetes mellitus type 2, thus avoiding the emergence of other diseases. The aggravating factor is that obese nondiabetic individuals are making use of this substance, even if its use is not authorized by ANVISA (Brazilian Health Surveillance Agency). Thus the objective of this research is to evaluate the effect of liraglutide for muscle or fat tissues and biochemical parameters in Swiss mice submitted to cafeteria diet and physical activity. The study was approved by the Ethics Committee on Animal Use - CEUA (nº003 Protocol / 2014). For this study 74 animals (Swiss mice) were used, divided as follows: in the initial phase of this study, we carried out a pilot study (n = 10) divided into a control group (PCON) (n = 5) and cafeteria group (PCAF) (n = 5), in order to evaluate a cafeteria diet which was both attractive to the animals and that could provide an increase in adipose tissue. After the induction of the diet, animals were euthanized and as a result, the animals in the PCAF group showed an intra-abdominal adiposity 0.74 ± 0.05 g, taken as the parameter for increasing fat in animals. Subsequently the study base was conducted for this research where animals were used (n = 64) divided into 2 groups: the Cafeteria Study Base Group (EBCAF) divided as follows: cafeteria + exercise + liraglutide (CEL) (n = 8), cafeteria + exercise + saline (CES) (n = 8), cafeteria + liraglutide (CL) (n = 8) and cafeteria + saline (CS) (n = 8). The Chow Study Base group (EBR) was divided into: exercise + liraglutide (EL) (n = 8), exercise + saline + (ES) (n = 8), liraglutide (L) (n = 8) and saline solution (SS) (n = 8). All animals went through the submission process to the cafeteria diet, followed by exercise protocol through swimming and treatment with the test substance intraperitoneally (200 mg / mL / kg). After the treatments, the animals were euthanized and had the following parameters evaluated: the muscle tissue mass, adipose tissue mass and biochemical parameters. It was observed that the processing done with the exercise-associated liraglutide reduced adipose tissue mass significantly (0.32 ± 0.05 g) compared to the saline group (0.53 ± 0.07 g). There were no changes in the muscle tissue of the group which was treated and exercised (1.39 ± 0.03 g) compared to the saline group (1.33 ± 0.03 g). Regarding biochemical parameters it was evident that there were changes in these parameters. Interesting to note that, although blood glucose values have been changed, the animals did not become diabetic. Thus, it appears that physical activity together with liraglutide is eficcient to the loss of intraabdominal adipose tissue and the maintenance of lean body mass thereby generating a satisfactory result in the pursuit of quality of life and disease prevention.

Aspects of Motives: Finite-dimensionality, Chow-Kunneth Decompositions and Intersections of Cycles

This thesis analyzes the Chow motives of 3 types of smooth projective varieties: the desingularized elliptic self fiber product, the Fano surface of lines on a cubic threefold and an ample hypersurface of an Abelian variety. For the desingularized elliptic self fiber product, we use an isotypic decomposition of the motive to deduce the Murre conjectures. We also prove a result about the intersection product. For the Fano surface of lines, we prove the finite-dimensionality of the Chow motive. Finally, we prove that an ample hypersurface on an Abelian variety possesses a Chow-Kunneth decomposition for which a motivic version of the Lefschetz hyperplane theorem holds.

Análise comparativa e teste empírico da validade dos modelos CAPM tradicional e condicional: o caso das ações da Petrobrás

ALVES, Janaína da Silva. Análise comparativa e teste empírico da validade dos modelos CAPM tradicional e condicional: o caso das ações da Petrobrás. Revista Ciências Administrativas, Fotaleza, v. 13, n. 1, p.147-157, ago. 2007.

Propriedades Psicométricas do Teste Stroop numa Amostra de Adultos da População Portuguesa: estudo preliminar

Objetivos: O presente estudo insere-se no Projeto - Estudos Normativos de Instrumentos Neuropsicologicos (ENIN) e tem por objetivo analisar as propriedades psicométricas do Teste Stroop, fornecendo dados normativos de uma amostra da População Portuguesa. Métodos: Selecionámos e inquirimos 671 sujeitos. As variáveis independentes estudadas foram idade, sexo, escolaridade e profissão. Foram utilizados vários testes neste estudo, contribuindo para a obtenção de validade convergente: Bateria de Avaliação Frontal-FAB, Figura Complexa de Rey-Osterrieth e Teste do Relógio. Foram estudadas a consistência interna e a estabilidade temporal do Teste Stroop. Resultados: A nossa amostra ficou constituída por 310 sujeitos (46,2%) do sexo masculino e 361 (53,8%) do sexo feminino, com idades compreendidas entre os 18 e 100 anos (M = 41,12; DP = 20,85). No que se refere ao nível de escolaridade (M = 5,71; DP = 1,45), este variou entre o 1º Ciclo do Ensino Básico e o Ensino Superior. As profissões, exercidas inseriram-se maioritariamente na categoria das profissões intelectuais (N = 281; 84,9%). Relativamente às variáveis sociodemográficas, verificámos que a idade, sexo, escolaridade e profissão influenciam nas provas de Leitura e Nomeação de Cor do Teste Stroop. No que diz respeito à validade convergente, observámos que a prova de Nomeação de Cor apresentou correlações positivas fracas com o FAB, Figura Complexa de Rey-Cópia (FCR-Cópia) e Teste do Relógio, e correlações positivas moderadas com a prova de Leitura. A consistência interna do Teste Stroop apresentou uma elevada confiabilidade (α = 0,99). A correlação teste-reteste apenas se mostrou significativa para a prova de Nomeação de Cor. Conclusão: Este estudo mostra que o Teste Stroop é promissoriamente confiável como instrumento de avaliação neuropsicológica, podendo potencialmente ser utilizado para qualquer faixa etária da população. Em estudos futuros são necessárias amostras com números mais elevados de participantes nas faixas etárias acima dos 30 anos, representativas dos níveis de escolaridade abaixo do 9ºano, a exercerem profissões manuais, e com residência noutras regiões geográficas para além do Centro. / Objectives: The present study is part of the Project - Estudos Normativos de Instrumentos Neuropsicologicos (ENIN) and aims to analyze the psychometric properties of the Stroop test. Methods: We have selected, and we also enquired 671 subjects. The independent variables studied were age, gender, education and profession. Several tests were used in this study for analysis of convergent validity: convergent validity: Frontal Assessment Battery-FAB, Complex Figure Rey-Osterrieth and the clock test. We also studied the internal consistency and the temporal stability of the Stroop test. Results: Our sample was composed of 310 subjects (46.2%) male and 361 (53.8%) females, with ages between 18 and 100 years (M = 41.12; SD = 20.85). The level of schooling (M = 5.71; SD = 1.45) ranged between the 1st cycle and the Higher Education. The professions were mainly intellectual ones (N = 281; 84.9%). On sociodemographic variables, we found that the age, sex, education and profession influenced reading and Color naming of Stroop test. Regarding convergent validity, Color naming showed weak positive correlations with the FAB, Complex Figure Rey-Copy, and the clock test. Color naming moderate positive correlations with the reading. The internal consistency of the Stroop test was high (α = 0.99). The test-retest correlation was significant only for Color naming. Conclusion: This study shows that the Stroop test is promissory reliable instrument of neuropsychological assessment and may potentially be used for any age range of the population. In future research, it is necessary to enroll samples with higher numbers of participants above 30 years, representative of the levels of schooling below the 9º grade, with more manual professions represented, and with residence in other geographic regions in addition to the Center region of Portugal.

teste

teste

Contributo para o Estudo das Propriedades Psicométricas: Teste do Desenho do Relógio numa Amostra da População Portuguesa

Objetivo: Estudar as propriedades psicométricas do Teste do Desenho do Relógio numa amostra da população portuguesa. Método: A amostra é constituída por 749 pessoas (345 homens e 404 mulheres), com idades compreendidas entre os 18 e os 94 anos. Todos os participantes preencheram uma declaração de consentimento informado e uma bateria de testes neuropsicológicos. Resultados: A média no Teste do Desenho do Relógio foi de 4,10 (DP = 1,25). Os resultados demonstraram que as variáveis sociodemográficas (idade, escolaridade, profissão, regiões e tipologia de áreas urbanas) apresentaram ter influência significativa nas pontuações do Teste do Desenho do Relógio. A confiabilidade e a estabilidade temporal revelaram-se adequadas. Conclusão: Os dados do nosso estudo indicam que o Teste do Desenho do Relógio pode ser utilizado pela população portuguesa. / Purpose: To study the psychometric properties of the Clock Drawing Test in a Portuguese sample. Method: The sample consists of 749 people (345 men and 404 women), aged between 18 and 94 years. All participants filled an informed consent form and a battery of neuropsychological tests. Results: The average in Clock Drawing Test was 4.10 (SD = 1.25). The results showed that the sociodemographic variables (age, education, profession, region, and typology of urban areas) showed significant influence on Clock Drawing Test scores. The reliability and temporal stability of Clock Drawing Test proved appropriate. Conclusion: The data from our study indicate that the Clock Drawing Test may be used by the Portuguese population.

Propriedades psicométricas da versão Torga do Teste Stroop

RESUMO Objetivos: Uma nova versão portuguesa do teste Stroop é fundamental para a avaliação neuropsicológica. A versão portuguesa prévia incluía cores que muitas pessoas não conseguiam distinguir. Assim, é objetivo descrever as propriedades psicométricas de uma nova versão, designada versão Torga do Teste Stroop, numa amostra da população portuguesa. Métodos: Inserida no projeto Estudos Normativos de Instrumentos Neuropsicológicos, esta investigação conta com uma amostra global constituída por 544 participantes (241 homens e 303 mulheres) com idades compreendidas entre os 18 e os 97 anos. A avaliação foi realizada com recurso à versão Torga do Teste Stroop, à Figura Complexa de Rey-Osterrieth e à Bateria de Avaliação Frontal enquanto instrumentos de avaliação das funções executivas. Resultados: A versão Torga do Teste Stroop revelou uma consistência interna muito boa (α de Cronbach = 0,99). Revelou também adequada estabilidade temporal e validade convergente. Conclusão: A versão Torga do Teste Stroop aparenta ser um instrumento apropriado à avaliação neuropsicológica de adultos portugueses. Considerando a importância deste teste no contexto da avaliação neuropsicológica, incentivam-se estudos com novas amostras, incluindo amostras clínicas. ABSTRACT Goals: A new Portuguese version of the Stroop Test is essential for the neuropsychological assessment. The previous Portuguese version included colors that many people could not distinguish. Thus, it is aimed to describe the psychometric properties of a new version, called the Torga version of the Stroop Test in a sample of the Portuguese population. Methods: Being part of the Estudos Normativos de Instrumentos Neuropsicológicos/ Normative Studies of Neuropsychological Instruments, this research has a global sample of 544 subjects (241 men and 303 women) aged from 18 to 97 years. The assessment included the Torga version of the Stroop Test, the Rey-Osterrieth Complex Figure and the Frontal Battey Assessment, used as measures of executive functions. Results: The Torga version of the Stroop Test showed a very good internal consistency (Cronbach's α = 0.99). It also revealed an adequate temporal stability and convergent validity. Conclusion: The Torga version of the Stroop Test appears to be an adequate instrument for the neuropsychological assessment of Portuguese adults. Considering the importance of this test in the context of neuropsychological assessment, more studies with new samples, including clinical samples are encouraged.

Conceção e pré-teste de comunicação de uma campanha publicitária para a revista "Courrier Internacional"

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

Análise comparativa e teste empírico da validade dos modelos CAPM tradicional e condicional: o caso das ações da Petrobrás

ALVES, Janaína da Silva. Análise comparativa e teste empírico da validade dos modelos CAPM tradicional e condicional: o caso das ações da Petrobrás. Revista Ciências Administrativas, Fotaleza, v. 13, n. 1, p.147-157, ago. 2007.