Measuring Effectiveness of Marketing Message: The Role of Verbal, Visual and Brand Elements

The aim of this paper is to study the role of verbal, visual and brand elements while meas-uring effectiveness of marketing message. The thesis is written in the context of mobile gaming industry. The object of the study is marketing message. To achieve the aim, the main research question was formulated: How do the elements of marketing message, such as verbal, visual and brand, affect the consumer’s attitude toward the ad, emotional response and attention capture? The theory development chapter lays on three corner stones – analysis of previous litera-ture on marketing message and its elements, namely verbal, visual and brand; overview of literature on attitude formation and particularly attitude toward the ad. In addition, investiga-tion of key points of emotional response and attention capture literature finalizes the chap-ter. The empirical part consists of experiment, conducted with 27 participants. Experiment includes the self-report semantically anchored scale, measuring the attitude toward the ad, as well as autonomic measures – eye tracking (attention capture) and facial expressions (emotional response). The results of the experiment showed that the size of the brand element – the logo – has an effect on the attention capture and the overall attitude toward the ad. The bigger the logo, the more time people spend viewing it, and they realise the message is more educa-tional and factual. The measure related to the visual element – the visual complexity – in-creases the intensity of participant’s facial expression. While the measure of verbal ele-ment – the contrast between text and background colours – leads to a better attitude to-ward the ad. The higher the contrast between text and background, the more known the message appears to the viewer.

Hardware Accelarated Visual Tracking Algorithms. A Systematic Literature Review

Many industrial applications need object recognition and tracking capabilities. The algorithms developed for those purposes are computationally expensive. Yet ,real time performance, high accuracy and small power consumption are essential measures of the system. When all these requirements are combined, hardware acceleration of these algorithms becomes a feasible solution. The purpose of this study is to analyze the current state of these hardware acceleration solutions, which algorithms have been implemented in hardware and what modifications have been done in order to adapt these algorithms to hardware.

Visual Customer Segmentation and Data Exploration with the Self-Organizing Map

Advancements in information technology have made it possible for organizations to gather and store vast amounts of data of their customers. Information stored in databases can be highly valuable for organizations. However, analyzing large databases has proven to be difficult in practice. For companies in the retail industry, customer intelligence can be used to identify profitable customers, their characteristics, and behavior. By clustering customers into homogeneous groups, companies can more effectively manage their customer base and target profitable customer segments. This thesis will study the use of the self-organizing map (SOM) as a method for analyzing large customer datasets, clustering customers, and discovering information about customer behavior. Aim of the thesis is to find out whether the SOM could be a practical tool for retail companies to analyze their customer data.

A arquitetura do sistema financeiro internacional contemporâneo

This paper discusses some features of financial institutions and instruments which originated the financial crisis triggered by increasing default rate, household real estate and financial asset depreciation combined with U.S. subprime mortgages. The first part presents major crisis events in a chronological order. The second part describes the interconnection of the institutions and markets which engendered a global shadow financial system. The third part focuses on an overview of measures taken by government authorities and large banks to bring about possible solutions for the global financial crisis.

Democracia e eficiência: a difícil relação entre política e economia no debate contemporâneo

Democracy and efficiency: hard relations between politics and economy. Many economists see politics as an irrational activity. They also think state action usually generates market inefficiencies and democratic institutions, such as elections, often work as obstacles to sound economic measures. Showing that vision has been embedded into the main currents of economic thought since the last century, we also argue those ideas are exported to great part of contemporary political science, including the area of public policies. Examining the literature, we show that rational choice political scientists, as the economists, claim governability and effective decisions will be guaranteed mainly through concentrated arenas or through insulated arrangements able to protect policy makers from political interference. In other words, governability depends on the reduction of the political arenas. On the contrary, we reject this technocratic solution of splitting politics from economy. With the support of classical pluralist thinkers, we stand another conception, arguing politics is the privileged social space for building interests and values in an institutionalized way. The difficulties to surpass current international crises since 2008 reveal this is a crucial problem: reducing politics would prevent societies from improving institutional solutions which are the only ones able to give space to emerging conflicts and, then, reach eventual consensus around them.

Wood species identification by visual characterization of fibers

Kandidaatintyö tehtiin osana PulpVision-tutkimusprojektia, jonka tarkoituksena on kehittää kuvapohjaisia laskenta- ja luokittelumetodeja sellun laaduntarkkailuun paperin valmistuksessa. Tämän tutkimusprojektin osana on aiemmin kehitetty metodi, jolla etsittiin kaarevia rakenteita kuvista, ja tätä metodia hyödynnettiin kuitujen etsintään kuvista. Tätä metodia käytettiin lähtökohtana kandidaatintyölle. Työn tarkoituksena oli tutkia, voidaanko erilaisista kuitukuvista laskettujen piirteiden avulla tunnistaa kuvassa olevien kuitujen laji. Näissä kuitukuvissa oli kuituja neljästä eri puulajista ja yhdestä kasvista. Nämä lajit olivat akasia, koivu, mänty, eukalyptus ja vehnä. Jokaisesta lajista valittiin 100 kuitukuvaa ja nämä kuvat jaettiin kahteen ryhmään, joista ensimmäistä käytettiin opetusryhmänä ja toista testausryhmänä. Opetusryhmän avulla jokaiselle kuitulajille laskettiin näitä kuvaavia piirteitä, joiden avulla pyrittiin tunnistamaan testausryhmän kuvissa olevat kuitulajit. Nämä kuvat oli tuottanut CEMIS-Oulu (Center for Measurement and Information Systems), joka on mittaustekniikkaan keskittynyt yksikkö Oulun yliopistossa. Yksittäiselle opetusryhmän kuitukuvalle laskettiin keskiarvot ja keskihajonnat kolmesta eri piirteestä, jotka olivat pituus, leveys ja kaarevuus. Lisäksi laskettiin, kuinka monta kuitua kuvasta löydettiin. Näiden piirteiden eri yhdistelmien avulla testattiin tunnistamisen tarkkuutta käyttämällä k:n lähimmän naapurin menetelmää ja Naiivi Bayes -luokitinta testausryhmän kuville. Testeistä saatiin lupaavia tuloksia muun muassa pituuden ja leveyden keskiarvoja käytettäessä saavutettiin jopa noin 98 %:n tarkkuus molemmilla algoritmeilla. Tunnistuksessa kuitujen keskimäärinen pituus vaikutti olevan kuitukuvia parhaiten kuvaava piirre. Käytettyjen algoritmien välillä ei ollut suurta vaihtelua tarkkuudessa. Testeissä saatujen tulosten perusteella voidaan todeta, että kuitukuvien tunnistaminen on mahdollista. Testien perusteella kuitukuvista tarvitsee laskea vain kaksi piirrettä, joilla kuidut voidaan tunnistaa tarkasti. Käytetyt lajittelualgoritmit olivat hyvin yksinkertaisia, mutta ne toimivat testeissä hyvin.

Os projetos de desenvolvimento do Brasil contemporâneo

This paper makes an analysis on the expansion of the development debate, from the rise of the democracy and social justice cycle, in the Brazil of the post-national-developmentalism era, using as method the structural-historical approach. Initially, the article will feature the three main cycles of development of the country, according to the chronology proposed by Bresser-Pereira. Later, they identify four causes for the transition from second to third cycle. Finally, some considerations are made about the current development cycle, interpreting the political spectrum of development projects in dispute in the contemporary Brazil.

A crise do sistema financeiro globalizado contemporâneo

The paper analyses the development of the contemporary global financial system as a consequence of markets as well as States strategies. This global financial system based on the flexible dollar has generated many financial bubbles since it started in the 80s, of which the 2008 crisis is the latest and the largest, particularly because it affected the main banks in the core market of the system, the U.S. On the last decades, banks had changed their business strategies from traditional lending activities towards more speculative investments, similar to what hedge funds do.

¿Qué es "filosofía contemporánea"?(la unidad de la filosofía contemporánea desde el punto de vista de la historia de la filosofía)

La filosofía del siglo XX se ha escindido en dos tradiciones que, a menudo y, las mas de las veces puramente de fato, se consideran inconmensurables. Los últimos veinte años parecen anunciar la reversión de esta tendencia. El presente trabajo efectúa un aporte en tal dirección, en la medida en que propone un nuevo modo de considerar la reflexión contemporánea en su conjunto: análisis lógico y fenomenología-hermenéutica son aspectos de un único y mismo giro (turn) en la historia de la filosofía. De este modo, no solo se rescata la unidad del pensamiento contemporáneo, sino que se ilumina su continuidad con la historia de la filosofía.

Filosofía y ciencia a partir del pensamiento temprano de Heidegger

El objetivo del presente artículo es realizar una reflexión acerca de la relación entre filosofía y ciencia a partir de los planteamientos de Martin Heidegger en los años 20. Atendiendo a las Frühe(n) Freiburger Vorlesungen, se indicará cómo es que filosofía y ciencia pueden ser entendidas como posibilidades concretas de la vida fáctica que, en última instancia, se refieren a dos tendencias existenciales particulares: la des-vivificación, por parte de la actitud teórica, perteneciente al ejercicio científico, y el intento de aprehensión de la vitalidad misma de la existencia, correspondiente al ejercicio filosófico. A partir de una aclaración de ambas tendencias, el presente artículo intentará esbozar el modo cómo se podría comprender la relación entre ambas desde una perspectiva existencial.

La transformación de la doctrina de la virtud moral en el pensamiento de Juan Duns Escoto

En su comentario a la distinción 33 del Tercer Libro de las Sentencias, Juan Duns Escoto desarrolla su doctrina referida al sujeto de las virtudes morales, mediante la cual establece la voluntad como única sede posible de las mismas. En el presente trabajo se intentará mostrar que esta determinación, por un lado, es consecuencia de la previa postulación de la voluntad como única potencia moral del hombre y que, por otro, implica una fuerte debilitamiento del rol e importancia de la virtud para la perfección moral.

Paul Karl Feyerabend. En Defensa de la Continuidad de su Pensamiento

Entre los estudios críticos que existen en torno a la obra de Paul Feyerabend predominan aquellos que subrayan una discontinuidad radical entre la versión temprana y tardía de su pensamiento. Todo ello contribuye a que dispongamos de una visión fragmentada e incompleta de un pensador que evoluciono hasta el 1994, año de su fallecimiento. Nuestro propósito es ofrecer una explicación de su itinerario intelectual de tal modo que quedé patente su continuidad en la clave de sus críticas contra los falsos absolutos erigidos por el positivismo lógico y el racionalismo científico. Mostraremos las diversas cuestiones que Feyerabend aborda en las distintas épocas de su vida pero, al mismo tiempo, subrayaremos la unidad o coherencia lógica que existe en su revisión crítica de la racionalidad científica. Nos preocuparemos por entender las razones por las cuales nuestro filósofo de la ciencia va trasladando sus distintos focos de discusión o crítica.

Pretraining Convolutional Neural Networks for Visual Recognition

Convolutional Neural Networks (CNN) have become the state-of-the-art methods on many large scale visual recognition tasks. For a lot of practical applications, CNN architectures have a restrictive requirement: A huge amount of labeled data are needed for training. The idea of generative pretraining is to obtain initial weights of the network by training the network in a completely unsupervised way and then fine-tune the weights for the task at hand using supervised learning. In this thesis, a general introduction to Deep Neural Networks and algorithms are given and these methods are applied to classification tasks of handwritten digits and natural images for developing unsupervised feature learning. The goal of this thesis is to find out if the effect of pretraining is damped by recent practical advances in optimization and regularization of CNN. The experimental results show that pretraining is still a substantial regularizer, however, not a necessary step in training Convolutional Neural Networks with rectified activations. On handwritten digits, the proposed pretraining model achieved a classification accuracy comparable to the state-of-the-art methods.

La vitrina, herramienta de negocios y promoción visual : Consejos prácticos

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