Product placement in integrated marketing communications strategy

Perinteisten markkinointiviestintäkanavien menettäessä jatkuvasti tehoaan mediakentän ja kohderyhmien sirpaloituessa yhä pienempiin yksiköihin markkinointiorganisaatiot etsivät vaihtoehtoisia tapoja tavoittaakseen kohdeyleisönsä. Yksi vaihtoehtoinen markkinointiviestintäkeino on tuotesijoittelu (product placement), jossa (merkki)tuotteita sijoitetaan erilaisten viihdetuotantojen, kuten elokuvien, televisio-ohjelmien ja tietokonepelien, tarinan yhteyteen, jotta yhä medialukutaitoisempi kohdeyleisö ei pystyisi välttämään kaupallista viestiä esimerkiksi vaihtamalla televisiokanavaa tai kääntämällä lehden sivua. Koska tuote on sijoitettu kerrottavan tarinan sisään, markkinointiviestin — eli tuotteen havaitsemisen — välttäminen on huomattavasti vaikeampaa kuin perinteisten markkinointiviestintämenetelmien kohdalla. Lisäksi, sijoitellut tuotteet ovat tavallisesti kiinteässä yhteydessä tarinan juonen ja henkilöhahmojen kanssa siten, että tuote saa näistä yhteyksistä positiivista vahvistusta imagolleen. Pro Gradu-tutkielman tarkoituksena oli selvittää tuotesijoittelun käyttökelpoisuutta markkinointiviestinnässä sekä miten kulutushyödykemarkkinoijat voivat hyödyntää menetelmää markkinointiviestintästrategioissaan. Tuotesijoittelun poikkeava luonne markkinointiviestintävälineenä tuotti kysymyksen miten tuotesijoittelua voitaisiin hyödyntää yhteistyössä muiden markkinointiviestintäkeinojen kanssa. Tätä varten tutkimuksessa tuotesijoittelu yhdistettiin integroidun markkinointiviestinnän (IMC) viitekehykseen. IMC-konsepti syntyi markkinointiviestinnässä vastaamaan samaan tarpeeseen kuin tuotesijoittelukin: pirstaloitunut mediakenttä ja yksittäiset kohderyhmät vaativat kehittyneempää ja yhtenäisempää markkinointiviestinnän suunnittelua ja toteutusta. Tutkimuksen johtopäätöksenä tuotesijoittelu todettiin käyttökelpoiseksi markkinointiviestintäkeinoksi mikäli viestinnän tavoitteena on muu kuin tuotteen myyntiin suorasti vaikuttaminen. Tuotesijoittelu on sen sijaan erittäin tehokas tuotetietoisuuden lisäämisessä, erityisesti tunnistamisen kohdalla. Tuotesijoittelu voi myös tuottaa suoran ostotarpeen mutta tällöin viestin vastaanottajalla täytyy olla vallitseva tarve kyseisen tuoteryhmän osalta ennen altistumista ko. markkinointiviestille. Tuotesijoittelu voidaan sisällyttää IMC-suunnitteluprosessiin markkinointiviestintästrategian kiinteänä osana. Integraatio markkinointiviestinnässä siten, että tuotesijoittelua tuettaisiin muilla viestintäkeinoilla yhtenäisen kampanjan kehittämiseksi on kuitenkin paljon ennakoitua harvinaisempaa, johtuen ehkä eniten tuotesijoittelun poikkeuksellisesta luonteesta ja kyseisen viestintämuodon vaikeasta hallittavuudesta markkinoijan taholta. Tutkimus toteutettiin normatiivisena case-tutkimuksena pääasiassa sekundäärisiä tietolähteitä hyödyntäen. Case-tutkimuksia varten kerättiin primääristä tietoa kyselylomakkeella kahdesta tuotesijoittelua käyttävästä kansainvälisestä yhtiöstä, jonka lisäksi myös sekundäärisiä tietolähteitä hyödynnettiin case-osan tiedonkeruussa.

Climate change impacts on lakes: an integrated ecological perspective based on a multi-faceted approach, with special focus on shallow lakes

Freshwater ecosystems and their biodiversity are presently seriously threatened by global development and population growth, leading to increases in nutrient inputs and intensification of eutrophication-induced problems in receiving fresh waters, particularly in lakes. Climate change constitutes another threat exacerbating the symptoms of eutrophication and species migration and loss. Unequivocal evidence of climate change impacts is still highly fragmented despite the intensive research, in part due to the variety and uncertainty of climate models and underlying emission scenarios but also due to the different approaches applied to study its effects. We first describe the strengths and weaknesses of the multi-faceted approaches that are presently available for elucidating the effects of climate change in lakes, including space-for-time substitution, time series, experiments, palaeoecology and modelling. Reviewing combined results from studies based on the various approaches, we describe the likely effects of climate changes on biological communities, trophic dynamics and the ecological state of lakes. We further discuss potential mitigation and adaptation measures to counteract the effects of climate change on lakes and, finally, we highlight some of the future challenges that we face to improve our capacity for successful prediction.

Neural Circuits: Male Mating Motifs.

Characterizing microcircuit motifs in intact nervous systems is essential to relate neural computations to behavior. In this issue of Neuron, Clowney et al. (2015) identify recurring, parallel feedforward excitatory and inhibitory pathways in male Drosophila's courtship circuitry, which might explain decisive mate choice.

Genomics and drug profiling of fatal TCF3-HLF-positive acute lymphoblastic leukemia identifies recurrent mutation patterns and therapeutic options.

TCF3-HLF-positive acute lymphoblastic leukemia (ALL) is currently incurable. Using an integrated approach, we uncovered distinct mutation, gene expression and drug response profiles in TCF3-HLF-positive and treatment-responsive TCF3-PBX1-positive ALL. We identified recurrent intragenic deletions of PAX5 or VPREB1 in constellation with the fusion of TCF3 and HLF. Moreover somatic mutations in the non-translocated allele of TCF3 and a reduction of PAX5 gene dosage in TCF3-HLF ALL suggest cooperation within a restricted genetic context. The enrichment for stem cell and myeloid features in the TCF3-HLF signature may reflect reprogramming by TCF3-HLF of a lymphoid-committed cell of origin toward a hybrid, drug-resistant hematopoietic state. Drug response profiling of matched patient-derived xenografts revealed a distinct profile for TCF3-HLF ALL with resistance to conventional chemotherapeutics but sensitivity to glucocorticoids, anthracyclines and agents in clinical development. Striking on-target sensitivity was achieved with the BCL2-specific inhibitor venetoclax (ABT-199). This integrated approach thus provides alternative treatment options for this deadly disease.

Systems Medicine and Integrated Care to Combat Chronic Noncommunicable Diseases.

We propose an innovative, integrated, cost-effective health system to combat major non-communicable diseases (NCDs), including cardiovascular, chronic respiratory, metabolic, rheumatologic and neurologic disorders and cancers, which together are the predominant health problem of the 21st century. This proposed holistic strategy involves comprehensive patient-centered integrated care and multi-scale, multi-modal and multi-level systems approaches to tackle NCDs as a common group of diseases. Rather than studying each disease individually, it will take into account their intertwined gene-environment, socio-economic interactions and co-morbidities that lead to individual-specific complex phenotypes. It will implement a road map for predictive, preventive, personalized and participatory (P4) medicine based on a robust and extensive knowledge management infrastructure that contains individual patient information. It will be supported by strategic partnerships involving all stakeholders, including general practitioners associated with patient-centered care. This systems medicine strategy, which will take a holistic approach to disease, is designed to allow the results to be used globally, taking into account the needs and specificities of local economies and health systems.

Mixed and Hybrid Models of Public Service Delivery

This symposium presents research from different contexts to improve our collective understanding of a variety of aspects of mixed forms of service delivery, be they mixed contracting at the level of the market (which is more common in the U.S.), or mixed management and ownership at the level of the firm (which is more common in Europe). The articles included in this special symposium examine the factors that give rise to mixed forms of service delivery (e.g., economic and fiscal stress, regulatory flexibility, geography, management) and how these factors impact their design and operation. Articles also explore the performance of mixed forms of service delivery relative to more conventional arrangements like contracted or direct service delivery. The articles contribute to a better theoretical and conceptual understanding of mixed/hybrid forms of services delivery.

Integrated regulation of the type III secretion system and other virulence determinants in Ralstonia solanacearum

In many plant and animal bacterial pathogens, the Type III secretion system (TTSS) that directly translocates effector proteins into the eukaryotic host cells is essential for the development of disease. In all species studied, the transcription of the TTSS and most of its effector substrates is tightly regulated by a succession of consecutively activated regulators. However, the whole genetic programme driven by these regulatory cascades is still unknown, especially in bacterial plant pathogens. Here, we have characterised the programme triggered by HrpG, a host-responsive regulator of the TTSS activation cascade in the plant pathogen Ralstonia solanacearum. We show through genome-wide expression analysis that, in addition to the TTSS, HrpG controls the expression of a previously undescribed TTSS-independent pathway that includes a number of other virulence determinants and genes likely involved in adaptation to life in the host. Functional studies revealed that this second pathway co-ordinates the bacterial production of plant cell wall-degrading enzymes, exopolysaccharide, and the phytohormones ethylene and auxin. We provide experimental evidence that these activities contribute to pathogenicity. We also show that the ethylene produced by R. solanacearum is able to modulate the expression of host genes and can therefore interfere with the signalling of plant defence responses. These results provide a new, integrated view of plant bacterial pathogenicity, where a common regulator activates synchronously upon infection the TTSS, other virulence determinants and a number of adaptive functions, which act co-operatively to cause disease.

Micrornas involvement in cortical plasticity in adult mouse barrel cortex

In rodents, sensory experience alters the whisker representation in layer IV of the barrel cortex (Woolsey and Van der Loos, 1970). Excitatory and inhibitory interneurons, together with the astrocytic network, modify the functional representation in an integrated manner. Our group showed that continuous whisker stimulation induces structural and functional changes in the corresponding barrel. These modifications include the depression of neuronal responses and an insertion of new inhibitory synapses on dendritic spines (Knott et al., 2002; Genoud et al., 2006; Quairiaux et al., 2007). This form of cortical plasticity is controlled by several gene regulatory mechanisms including the activation of genetic programs controlling the expression of microRNAs (miRNAs). The transitory and localized expression of miRNAs in dendrites and their capacity to respond in an activity-dependent manner make them ideal candidates for the fine tuning of gene expression associated with neural plasticity. In a previous study of our group (Johnston- Wenger, 2010) using microarray analysis on laser-dissected barrels in order to compare the gene expression levels in stimulated and non-stimulated barrels after whisker stimulation, 261 genes were found significantly regulated, among these genes there were two miRNAs (miR- 132 and miR-137). In this study I tested the initial observation on the up-regulation of miR-132 and miR-137 after whisker stimulation and the possible involvement of two other miRNAs (miR-138 and miR-125b) that are known play a role in other form of synaptic plasticity. I used in situ hybridization (ISH) after unilateral stimulation of three whiskers (Cl-3) in the adult mouse. We found that sensory stimulation increases the expression, of miR-132 after 3hours of stimulation (p<0.01) and miR-137 (pO.Ol; 24 hrs of stim.), whereas it reduces the level of miR-125b (pO.Ol; 9 hrs of stim.). No significant difference was detected for miR-138. We further determined a correlation between the level of expression of the four selected miRNAs in the cortical barrels (measured by ISH) and in blood plasma (measured by qPCR). In addition to this quantitative comparison, we combined miRNAs ISH and immunolabeling for various neuronal markers that were chosen for the localization in both excitatory and inhibitory circuits as well as in astrocytes. Analysis of three-dimensional confocal acquisitions showed that stimulation alters significantly the degree of co-localization in the stimulated barrel of miR-132 with GAD65/67 and VGLUT2; miR-125b with GAD65/67 and parvalbumin; miR-138 with parvalbumin, VGLUT1 and PSD95; and miR-137 with VGLUT1 and astrocytic markers (GS; GFAP and SlOOß). To conclude, using increased neuronal activity in the whisker-to-barrel pathway; our results suggest that miRNAs can be regulated in an activity-dependent manner and they may regulate local mRNA translation to shape neuronal responses. These findings motivate further investigation of the different modes in which miRNAs may regulate cortical plasticity. -- Chez les rongeurs, l'expérience sensorielle modifie la représentation des vibrisses au niveau du cortex somatosensoriel primaire (Woolsey and Van der Loos, 1970). Les interneurones excitateurs et inhibiteurs, en collaboration avec le réseau astrocytaire, modifient la représentation fonctionnelle d'une manière intégrée. Notre groupe a montré que la stimulation continue des vibrisses induit des changements structuraux et fonctionnels dans le tonneau correspondant. Ces modifications incluent la dépression des réponses neuronales et une insertion de nouvelles synapses inhibitrices sur les épines dendritiques (Knott et al., 2002 ; Genoud et al., 2006 ; Quairiaux et al., 2007). Cette forme de plasticité corticale est contrôlée par plusieurs mécanismes de régulation génique dont l'activation des programmes géniques contrôlant l'expression des microARNs (miARNs). Par leur expression transitoire et localisée dans les dendrites et leur capacité à réagir d'une manière dépendante de l'activité, les miARNs sont des candidats idéaux pour le réglage fin de l'expression des gènes associée à la plasticité neuronale. Afin de comparer le niveau d'expression des gènes dans les tonneaux stimulés et non-stimulés après stimulation des vibrisses, une étude antérieure dans notre groupe (Johnston-Wenger, 2010), utilisant l'analyse par microarray sur des tonneaux disséqués par laser, a montré l'altération significative de 261 gènes. Parmi ces gènes, il y avait deux miARNs (miR-132 et miR-137). Dans la présente étude, j'ai testé l'observation initiale sur la régulation de miR-132 et miR-137 après stimulation des vibrisses et la possible implication de deux autres miARNs (miR-138 et miR-125b) connus avoir jouer un rôle important dans d'autres formes de plasticité synaptique. J'ai utilisé l'hybridation in situ (ISH) après stimulation unilatérale de trois vibrisses (Cl-3) chez la souris adulte. J'ai trouvé que la stimulation sensorielle augmente l'expression, de miR-132 après 3 heures de stimulation (p < 0.01) et miR-137 (p < 0.01 ; 24 hrs de stim.), alors qu'elle réduit le niveau de miR-125b (p < 0.01; 9 hrs de stim.). Aucune différence significative n'a été détectée pour miR-138. J'ai aussi déterminé une corrélation entre le niveau d'expression des quatre miARNs sélectionnés dans les tonneaux (mesurés par ISH) et dans le plasma sanguin (mesuré par qPCR). En plus de cette comparaison quantitative, j'ai combiné le miR-ISH et l'immunomarquage pour divers marqueurs neuronaux qui ont été choisis pour étudier la localisation dans les circuits excitateurs et inhibiteurs, ainsi que dans les astrocytes. Les acquisitions tridimensionnelles montrent que la stimulation modifie considérablement le degré de co-localisation dans le tonneau stimulé de miR-132 avec GAD65/67 et VGLUT2; miR-125b avec GAD65/67 et parvalbumine; miR-138 avec parvalbumine, VGLUT1 et PSD95; et miR-137 avec VGLUT1 et les marqueurs astrocytaires (GS ; GFAP et SlOOß). En conclusion, à l'aide de l'activité neuronale accrue dans la voie de vibrisses-au-baril; les résultats suggèrent que les miARNs peuvent être régulé d'une manière dépendante de l'activité et peuvent résulter la stabilité des ARNm et la traduction pour façonner les réponses neuronales ultérieures. Ces résultats incitent d'investiguer davantage les voies importantes par lesquels les miARNs peuvent réguler la plasticité corticale.

NMR chemical shifts of the rhodopsin chromophore in the dark state and in bathorhodopsin: a hybrid QM/MM molecular dynamics study.

We investigate nuclear magnetic resonance (NMR) parameters of the rhodopsin chromophore in the dark state of the protein and in the early photointermediate bathorhodopsin via first-principles molecular dynamics simulations and NMR chemical shift calculations in a hybrid quantum/classical (QM/MM) framework. NMR parameters are particularly sensitive to structural properties and to the chemical environment, which allows us to address different questions about the retinal chromophore in situ. Our calculations show that both the 13C and the 1H NMR chemical shifts are rather insensitive to the protonation state of Glu181, an ionizable amino acid side chain located in the vicinity of the isomerizing 11-cis bond. Thus, other techniques should be better suited to establish its protonation state. The calculated chemical shifts for bathorhodopsin further support our previously published theoretical structure, which is in very good agreement with more recent X-ray data.

Macrofossils in Raraku Lake (Easter Island) integrated with sedimentary and geochemical records towards a palaeoecological synthesis for the last 34,000 years

Macrofossil analysis of a composite 19 m long sediment core from Rano Raraku Lake (Easter Island)was related to litho-sedimentary and geochemical features of the sediment. Strong stratigraphical patterns are shown by indirect gradient analyses of the data. The good correspondence between the stratigraphical patterns derived from macrofossil (Correspondence Analysis) and sedimentary and geochemical data (Principal Component Analysis) shows that macrofossil associations provide sound palaeolimnological information in conjunction with sedimentary data. The main taphonomic factors in fluencing the macrofossil assemblages are run-off from the catchment, the littoral plant belt, and the depositional environment within the basin. Five main stages during the last 34,000 calibrated years BP (cal yr BP) are characterised from the lithological, geochemical, and macrofossil data. From 34 to 14.6 cal kyr BP (last glacial period) the sediments were largely derived from the catchment, indicating a high energy lake environment with much erosion and run-off bringing abundant plant trichomes, lichens, and mosses into the centre of Raraku Lake.

A System-Level Simulation Model for a Protocol Processor

As the development of integrated circuit technology continues to follow Moore’s law the complexity of circuits increases exponentially. Traditional hardware description languages such as VHDL and Verilog are no longer powerful enough to cope with this level of complexity and do not provide facilities for hardware/software codesign. Languages such as SystemC are intended to solve these problems by combining the powerful expression of high level programming languages and hardware oriented facilities of hardware description languages. To fully replace older languages in the desing flow of digital systems SystemC should also be synthesizable. The devices required by modern high speed networks often share the same tight constraints for e.g. size, power consumption and price with embedded systems but have also very demanding real time and quality of service requirements that are difficult to satisfy with general purpose processors. Dedicated hardware blocks of an application specific instruction set processor are one way to combine fast processing speed, energy efficiency, flexibility and relatively low time-to-market. Common features can be identified in the network processing domain making it possible to develop specialized but configurable processor architectures. One such architecture is the TACO which is based on transport triggered architecture. The architecture offers a high degree of parallelism and modularity and greatly simplified instruction decoding. For this M.Sc.(Tech) thesis, a simulation environment for the TACO architecture was developed with SystemC 2.2 using an old version written with SystemC 1.0 as a starting point. The environment enables rapid design space exploration by providing facilities for hw/sw codesign and simulation and an extendable library of automatically configured reusable hardware blocks. Other topics that are covered are the differences between SystemC 1.0 and 2.2 from the viewpoint of hardware modeling, and compilation of a SystemC model into synthesizable VHDL with Celoxica Agility SystemC Compiler. A simulation model for a processor for TCP/IP packet validation was designed and tested as a test case for the environment.

The effects of some variables on CO2 laser-MAG hybrid welding

The CO2-laser-MAG hybrid welding process has been shown to be a productive choice for the welding industry, being used in e.g. the shipbuilding, pipe and beam manufacturing, and automotive industries. It provides an opportunity to increase the productivity of welding of joints containing air gaps compared with autogenous laser beam welding, with associated reductions in distortion and marked increases in welding speeds and penetration in comparison with both arc and autogenous laser welding. The literature study indicated that the phenomena of laser hybrid welding are mostly being studied using bead-on-plate welding or zero air gap configurations. This study shows it very clearly that the CO2 laser-MAG hybrid welding process is completely different, when there is a groove with an air gap. As in case of industrial use it is excepted that welding is performed for non-zero grooves, this study is of great importance for industrial applications. The results of this study indicate that by using a 6 kW CO2 laser-MAG hybrid welding process, the welding speed may also be increased if an air gap is present in the joint. Experimental trials indicated that the welding speed may be increased by 30-82% when compared with bead-on-plate welding, or welding of a joint with no air gap i.e. a joint prepared as optimum for autogenous laser welding. This study demonstrates very clearly, that the separation of the different processes, as well as the relative configurations of the processes (arc leading or trailing) affect welding performance significantly. These matters influence the droplet size and therefore the metal transfer mode, which in turn determined the resulting weld quality and the ability to bridge air gaps. Welding in bead-onplate mode, or of an I butt joint containing no air gap joint is facilitated by using a leading torch. This is due to the preheating effect of the arc, which increases the absorptivity of the work piece to the laser beam, enabling greater penetration and the use of higher welding speeds. With an air gap present, air gap bridging is more effectively achieved by using a trailing torch because of the lower arc power needed, the wider arc, and the movement of droplets predominantly towards the joint edges. The experiments showed, that the mode of metal transfer has a marked effect on gap bridgeability. Transfer of a single droplet per arc pulse may not be desirable if an air gap is present, because most of the droplets are directed towards the middle of the joint where no base material is present. In such cases, undercut is observed. Pulsed globular and rotational metal transfer modes enable molten metal to also be transferred to the joint edges, and are therefore superior metal transfer modes when bridging air gaps. It was also found very obvious, that process separation is an important factor in gap bridgeability. If process separation is too large, the resulting weld often exhibits sagging, or no weld may be formed at all as a result of the reduced interaction between the component processes. In contrast, if the processes are too close to one another, the processing region contains excess molten metal that may create difficulties for the keyhole to remain open. When the distance is optimised - i.e. a separation of 0-4 mm in this study, depending on the welding speed and beam-arc configuration - the processes act together, creating beneficial synergistic effects. The optimum process separation when using a trailing torch was found to be shorter (0-2 mm) than when a leading torch is used (2-4 mm); a result of the facilitation of weld pool motion when the latter configuration is adopted. This study demonstrates, that the MAG process used has a strong effect on the CO2-laser-MAG hybrid welding process. The laser beam welding component is relatively stable and easy to manage, with only two principal processing parameters (power and welding speed) needing to be adjusted. In contrast, the MAG process has a large number of processing parameters to optimise, all of which play an important role in the interaction between the laser beam and the arc. The parameters used for traditional MAG welding are often not optimal in achieving the most appropriate mode of metal transfer, and weld quality in laser hybrid welding, and must be optimised if the full range of benefits provided by hybrid welding are to be realised.

Preliminary integrated magnetostratigraphic and biostratigraphic correlation in the Miocene Lorca Basin (Murcia, SE Spain).

The Lorca basin is one of the Neogene basins OS South Eastern Spain. The infilling Tortonian-Messinian deposits are mainly composed OS marls and reach up to 1,200 m in thickness. A biostratigraphic survey OS these deposits, assisted by the determination OS the magnetic polarity reversal pattern Sor most OS these deposits (900 m), has enabled the Tortonian-Messinian chronostratigraphy to be precised. The close sampling space for biostratigraphic determination has enabled the accurate location OS Sour main biostratigraphic events than can be correlated with charactenstic events of the Mediterranean biostratigraphic Zones. In addition, the location OS the TortonianNessinian boundary has been accurately placed at some 150 m below the main gypsurn unit outcropping in the basin. The integrated bio-magnetostratigraphic data fiom the studied section allows a tentative interpretation OS the identified magnetozones. Thus, a correlation to the Geomagnetic Polarity Time Scale is presented for more than 900 m of pre-evaporite Miocene stratigraphic succession fiom the Lorca basin. Moreover, about 15' OS anticlockwise rotation has been detected. Its significance is evaluated in the basin geodynamic framework.

System Investigation for Hybrid Electric Vehicle

A hybrid electric vehicle is a fast-growing concept in the field of vehicle industry. Nowadays two global problems make manufactures to develop such systems. These problems are: the growing cost of a fuel and environmental pollution. Also development of controlled electric drive with high control accuracy and reliability allows improving of vehicle drive characteristics. The objective of this Diploma Thesis is to investigate the possibilities of electrical drive application for new principle of parallel hybrid vehicle system. Electric motor calculations, selection of most suitable control system and other calculations are needed. This work is not final work for such topic. Further investigation with more precise calculations, modeling, measurements and cost calculations are needed to answer the question if such system is efficient.