Event marketing: an innovative promotional tool and its impact on consumer memory and brand awareness

Event Marketing represents a common promotional strategy that involves direct contact between brands and consumers at special events, namely concerts, festivals, sporting events and fairs. Brands have been investing in sponsorship as a means of associating themselves with particular events, essentially with the goal to enhance brand image and brand awareness. Interestingly, the response of consumers to event marketing has not yet been fully understood. This dissertation fills this gap. More specifically, it intends to determine the extent to which sponsoring brands at events favors brand awareness (recall and recognition) and how it relates to brand attitude. Based on three Portuguese music festivals, two studies were conducted to ascertain event sponsorship’s impact on consumer memory, notably Brand Recall and Brand Recognition, and correlation with attitudes towards the brands such as familiarity and liking. The key findings of these studies show that recognition is much higher for those respondents who attended the festivals, presenting a score of 73,9%, in comparison with recall, presenting a much lower score of 37,5%. Further, and surprisingly, it suggests that the ability to recall and recognize sponsoring brands is not associated to consumer attitudes towards the brands. Instead, it relates to the time consumers dedicated to these particular events, that is, the number of music festivals attended.

Barriers and Facilitators to Treatment among Newly Diagnosed Hypertensive Patients in Nepal: a Qualitative Study

Thesis (Master's)--University of Washington, 2016-06

The Art of the Contemporary Anti-Racist American Poem: ‘In-Between Spaces,’ Exploding Conventions, and Listening as Form

Thesis (Master's)--University of Washington, 2016-06

Analysis of media coverage on breastfeeding policy in Washington State

Thesis (Master's)--University of Washington, 2016-06

SITE 1121 - FIELD NOTES Revealing Deep Form as a Basis for Urban Landscape Design

Thesis (Master's)--University of Washington, 2016-06

Mental Preparation for Piano Performance Using Principles of Aikido

Thesis (D.M.A.)--University of Washington, 2016-05

Increased platelet-derived microparticles in the coronary circulation of percutaneous transluminal coronary angioplasty patients

Platelet-derived microparticles that are produced during platelet activation are capable of adhesion and aggregation. Endothelial trauma that occurs during percutaneous transluminal coronary angioplasty (PTCA) may support platelet-derived microparticle adhesion and contribute to development of restenosis. We have previously reported an increase in platelet-derived microparticles in peripheral arterial blood with angioplasty. This finding raised concerns regarding the role of platelet-derived microparticles in restenosis, and therefore the aim of this study was to monitor levels in the coronary circulation. The study population consisted of 19 angioplasty patients. Paired coronary artery and sinus samples were obtained following heparinization, following contrast administration, and subsequent to all vessel manipulation. Platelet-derived microparticles were identified with an anti-CD61 (glycoprotein IIIa) fluorescence-conjugated antibody using flow cytometry. There was a significant decrease in arterial platelet-derived microparticles from heparinization to contrast administration (P=0.001), followed by a significant increase to the end of angioplasty (P=0.004). However, there was no significant change throughout the venous samples. These results indicate that the higher level of platelet-derived microparticles after angioplasty in arterial blood remained in the coronary circulation. Interestingly, levels of thrombin-antithrombin complexes did not rise during PTCA. This may have implications for the development of coronary restenosis post-PTCA, although this remains to be determined.

The application of proteomics to the human alcoholic brain

Alcoholism results in changes in the human brain that reinforce the cycle of craving and dependency, and these changes are manifest in the pattern of expression of proteins in key cells and brain areas. Described here is a proteomics-based approach aimed at determining the identity of proteins in the superior frontal cortex (SFC) of the human brain that show different levels of expression in autopsy samples taken from healthy and long-term alcohol abuse subjects. Soluble protein fractions constituting pooled samples combined from SFC biopsies of four well-characterized chronic alcoholics (mean consumption > 80 g ethanol/day throughout adulthood) and four matched controls (< 20 g/day) were generated. Two-dimensional electrophoresis was performed in triplicate on alcoholic and control samples and the resultant protein profiles analyzed for differential expression. Overall, 182 proteins differed by the criterion of twofold or more between case and control samples. Of these, 139 showed significantly lower expression in alcoholics, 35 showed significantly higher expression, and 8 were new or had disappeared. To date, 63 proteins have been identified using MALDI-MS and MS-MS. The finding that the expression level of differentially expressed proteins is preponderantly lower in the alcoholic brain is supported by recent results from parallel studies using microarray mRNA transcript.

Festival attendance and the development of social capital

Festivals are emerging worldwide as a growing and vibrant sector of the tourism and leisure industries and are seen to have significant economic, socio-cultural, and political impacts on the destination area and host groups. While there are a number of scholars working on developing valid models to determine the economic impact of festivals on host communities, there are few studies published which focus on the social, cultural, and/or political impacts of festivals and events. The purpose of this paper, therefore, is to determine the degree to which festival attendance facilitates the augmentation of social capital by drawing upon the literature from various disciplines in order to conceptualize the synergy between festivals and social capital. To achieve this, the paper will (1) examine the relevant literature on the key characteristics of ‘festivals’ as distinct from other events and (2) investigate the current uses of the notion of ‘social capital’ within the academic debates in a variety of disciplinary contexts

Husbandry and trade of indigenous chickens in Myanmar - results of a participatory rural appraisal in the Yangon and the Mandalay divisions

There is a variety of professions working with village chickens in developing countries, including farmers, veterinarians and chicken traders. People from all these occupations were involved in a participatory rural appraisal to investigate husbandry practices and trade of village chickens in Myanmar. Data were collected in two climatically different regions of the country, in the Yangon and in the Mandalay divisions. The breeding and training of fighting cocks was practised only in the Mandalay division, with well-trained birds sold for very high prices. Apart from this, chickens were raised in both regions mainly for small disposable income and were generally sold when money was needed, in particular during religious festivals. Chicken traders on bicycles, often called 'middle men', usually purchase birds from farmers in about 10 villages per day. Several 'middle men' supply birds to wealthier chicken merchants, who sell these birds at larger chicken markets. There is in general limited knowledge among farmers about the prevention of Newcastle disease via vaccination. Commercial indigenous chicken production is practised in Myanmar, but family poultry farming dominates indigenous chicken production in the country.

O PAPEL DA CÂMARA TÉCNICA DE PESCA DO COMITÊ DE BACIA HIDROGRÁFICA LAGOS SÃO JOÃO NA GESTÃO DA PESCA ARTESANAL NA LAGOA DE ARARUAMA

Este trabalho apresenta um estudo de caso sobre o papel da Câmara Técnica de Pesca (CTP) do Consórcio Intermunicipal Lagos São João (CILSJ) na mediação de conflitos de gestão da pesca artesanal na região da Lagoa de Araruama (LA). A CTP é gerida pelas prioridades da Política Nacional de Recursos Hídricos (PNRH), preservacionista, em oposição a Política Nacional de Desenvolvimento Sustentável da Atividade Pesqueira (PNDSAP), com fins de exploração econômica. Na Bacia Hidrográfica Lagos São João, o CILSJ, prioriza as ações de conservação e manutenção dos corpos de água para o abastecimento, deixando em segundo plano a recuperação dos estuários em que lança o esgoto tratado e o não tratado, justamente os locais onde ocorre a pesca. O sujeito da pesquisa foi a representação dos pescadores, que são os presidentes das colônias. O levantamento de dados ocorreu por meio de entrevistas, observação direta, observação participante, documentos, filmes, fotografias, depoimentos, considerando também os atores da gestão pública da pesca local, estadual e federal. As entrevistas foram examinadas com base em análise textual. A abordagem da pesquisa é qualitativa. A pesca artesanal praticada na localidade é de pequena escala, se utiliza de embarcações miúdas, o trabalho ocorre em regime de companha e/ou familiar. O co-manejo é a metodologia de gestão dos recursos comuns mais utilizadas na atualidade na pesca artesanal. Os dados revelaram que o modelo de co-manejo da CTP não é o mais adequado para mediar os conflitos da pesca na localidade. Este estudo constatou que existe a união das colônias por meio da CTP, mas mesmo assim, o mecanismo CTP, não permite que maiores conquistas sejam alcançadas pelos pescadores, tendo em vista que o modelo de co-manejo é apenas consultivo, em que o poder público consulta, mas toma a decisão de forma autônoma sem compartilhar o poder de gestão, desse modo não há o empoderamento por parte dos pescadores. Assim, se faz urgente a substituição do sistema de co-manejo exercido pela CTP, por outro que possibilite maior participação dos pescadores e não só das suas representações; autonomia de gestão dos pescadores; possibilidade de financiamento além das atividades de preservação, mas também de desenvolvimento econômico da pesca. Outros modelos de co-gestão passíveis de substituir a CTP são a Reserva Extrativista (RESEX), a Reserva de Desenvolvimento Sustentável ou Fórum de Pesca tendo em vista serem esses os modelos de co-manejo mais bem sucedidos no país e inclusive em parte da região, a RESEX de Arraial do Cabo. A constatação desta pesquisa do papel exercido pela CTP no que tange o co-manejo na LA é compatível com as deficiências dos modelos de co-manejo da pesca no Brasil, com menor empoderamento dos pescadores diante do poder público e da própria submissão da gestão pública da pesca diante da gestão pública do ambiente. Apesar de haver certa produção acadêmica sobre a pesca, a literatura sobre a gestão da pesca na localidade da LA é escassa, o que dificulta o desenvolvimento da sustentabilidade pesqueira e da aplicação de qualquer plano de manejo e indica a urgência do desenvolvimento de maiores investigações, no que este trabalho procura oferecer alguma contribuição.