Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

The HARPS-N Rocky Planet Search. I. HD 219134 b: A transiting rocky planet in a multi-planet system at 6.5 pc from the Sun

We know now from radial velocity surveys and transit space missions thatplanets only a few times more massive than our Earth are frequent aroundsolar-type stars. Fundamental questions about their formation history,physical properties, internal structure, and atmosphere composition are,however, still to be solved. We present here the detection of a systemof four low-mass planets around the bright (V = 5.5) and close-by (6.5pc) star HD 219134. This is the first result of the Rocky Planet Searchprogramme with HARPS-N on the Telescopio Nazionale Galileo in La Palma.The inner planet orbits the star in 3.0935 ± 0.0003 days, on aquasi-circular orbit with a semi-major axis of 0.0382 ± 0.0003AU. Spitzer observations allowed us to detect the transit of the planetin front of the star making HD 219134 b the nearest known transitingplanet to date. From the amplitude of the radial velocity variation(2.25 ± 0.22 ms-1) and observed depth of the transit(359 ± 38 ppm), the planet mass and radius are estimated to be4.36 ± 0.44 M⊕ and 1.606 ± 0.086R⊕, leading to a mean density of 5.76 ± 1.09 gcm-3, suggesting a rocky composition. One additional planetwith minimum-mass of 2.78 ± 0.65 M⊕ moves on aclose-in, quasi-circular orbit with a period of 6.767 ± 0.004days. The third planet in the system has a period of 46.66 ± 0.08days and a minimum-mass of 8.94 ± 1.13 M⊕, at0.233 ± 0.002 AU from the star. Its eccentricity is 0.46 ±0.11. The period of this planet is close to the rotational period of thestar estimated from variations of activity indicators (42.3 ± 0.1days). The planetary origin of the signal is, however, thepreferredsolution as no indication of variation at the corresponding frequency isobserved for activity-sensitive parameters. Finally, a fourth additionallonger-period planet of mass of 71 M⊕ orbits the starin 1842 days, on an eccentric orbit (e = 0.34 ± 0.17) at adistance of 2.56 AU.The photometric time series and radial velocities used in this work areavailable in electronic form at the CDS via anonymous ftp to http://cdsarc.u-strasbg.fr(ftp://130.79.128.5) or via http://cdsarc.u-strasbg.fr/viz-bin/qcat?J/A+A/584/A72

Time-limited home-care reablement services for maintaining and improving the functional independence of older adults

Background: Reablement, also known as restorative care, is one possible approach to home-care services for older adults at risk of functional decline. Unlike traditional home-care services, reablement is frequently time-limited (usually six to 12 weeks) and aims to maximise independence by offering an intensive multidisciplinary, person-centred and goal-directed intervention. Objectives:Objectives To assess the effects of time-limited home-care reablement services (up to 12 weeks) for maintaining and improving the functional independence of older adults (aged 65 years or more) when compared to usual home-care or wait-list control group. Search methods:We searched the following databases with no language restrictions during April to June 2015: the Cochrane Central Register of Controlled Trials (CENTRAL); MEDLINE (OvidSP); Embase (OvidSP); PsycINFO (OvidSP); ERIC; Sociological Abstracts; ProQuest Dissertations and Theses; CINAHL (EBSCOhost); SIGLE (OpenGrey); AgeLine and Social Care Online. We also searched the reference lists of relevant studies and reviews as well as contacting authors in the field.Selection criteria:We included randomised controlled trials (RCTs), cluster randomised or quasi-randomised trials of time-limited reablement services for older adults (aged 65 years or more) delivered in their home; and incorporated a usual home-care or wait-list control group. Data collection and analysis:Two authors independently assessed studies for inclusion, extracted data, assessed the risk of bias of individual studies and considered quality of the evidence using GRADE. We contacted study authors for additional information where needed.Main results:Two studies, comparing reablement with usual home-care services with 811 participants, met our eligibility criteria for inclusion; we also identified three potentially eligible studies, but findings were not yet available. One included study was conducted in Western Australia with 750 participants (mean age 82.29 years). The second study was conducted in Norway (61 participants; mean age 79 years). We are very uncertain as to the effects of reablement compared with usual care as the evidence was of very low quality for all of the outcomes reported. The main findings were as follows. Functional status: very low quality evidence suggested that reablement may be slightly more effective than usual care in improving function at nine to 12 months (lower scores reflect greater independence; standardised mean difference (SMD) -0.30; 95% confidence interval (CI) -0.53 to -0.06; 2 studies with 249 participants). Adverse events: reablement may make little or no difference to mortality at 12 months’ follow-up (RR 0.97; 95% CI 0.74 to 1.29; 2 studies with 811 participants) or rates of unplanned hospital admission at 24 months (RR 0.94; 95% CI 0.85 to 1.03; 1 study with 750 participants). The very low quality evidence also means we are uncertain whether reablement may influence quality of life (SMD -0.23; 95% CI -0.48 to 0.02; 2 trials with 249 participants) or living arrangements (RR 0.92, 95% CI 0.62 to 1.34; 1 study with 750 participants) at time points up to 12 months. People receiving reablement may be slightly less likely to have been approved for a higher level of personal care than people receiving usual care over the 24 months’ follow-up (RR 0.87; 95% CI 0.77 to 0.98; 1 trial, 750 participants). Similarly, although there may be a small reduction in total aggregated home and healthcare costs over the 24-month follow-up (reablement: AUD 19,888; usual care: AUD 22,757; 1 trial with 750 participants), we are uncertain about the size and importance of these effects as the results were based on very low quality evidence. Neither study reported user satisfaction with the serviceAuthors’ conclusions:There is considerable uncertainty regarding the effects of reablement as the evidence was of very low quality according to our GRADE ratings. Therefore, the effectiveness of reablement services cannot be supported or refuted until more robust evidence becomes available. There is an urgent need for high quality trials across different health and social care systems due to the increasingly high profile of reablement services in policy and practice in several countries. 

Fatores explicativos da alta competitividade no longo prazo: presença dos fatores identificados nas empresas norte-americanas em empresas da BM & FBOVESPA

Um dos principais fins da Administração é a sistematização das melhores práticas que dão suporte ao atingimento dos objetivos organizacionais, entre os quais se destaca o valor ao acionista no caso de empresas com fins lucrativos. Neste sentido, o objetivo desta pesquisa foi verificar em que medida os fatores de competitividade identificados como explicativos para a valorização elevada no longo prazo em empresas americanas também estiveram presentes em empresas brasileiras com desempenho de valor semelhante. Esta é uma pesquisa descritiva e seu delineamento é de um levantamento de campo. Depois de um levantamento de dados de valor de mercado de todas as empresas brasileiras de capital privado com ações negociadas na BM&FBOVESPA, durante 24 anos (1988 a 2012), foram identificadas sete empresas que atenderam aos parâmetros de desempenho estabelecidos na pesquisa. Executivos ou ex-executivos destas empresas colaboraram com a pesquisa e responderam questões sobre os sete fatores explicativos de sucesso identificados na pesquisa Good to Great, realizada junto a empresas norte-americanas de capital aberto. A aderência − ou grau de alinhamento − observada para cada um dos fatores foi: melhoria contínua (90%); atitude diante dos problemas (86%); foco estratégico (86%); disciplina (86%); liderança (82%); equipe (80%); e relação com a tecnologia (78%). Concluiu-se que em geral os fatores identificados como explicativos do alto desempenho das empresas americanas também explicam significativamente o sucesso de empresas brasileiras. Esta pesquisa contribui para avalizar o valor de mercado como indicador de desempenho no longo prazo de empresas brasileiras de capital aberto; identificar empresas brasileiras de capital aberto com alto desempenho; melhorar a compreensão dos fatores de competitividade de empresas brasileiras com alto desempenho; identificar possíveis caminhos para a melhoria do desempenho das empresas; e identificar oportunidades de estudos futuros que relacionem valor das empresas, competitividade e fatores explicativos.

Desempenho de sulcadores no desenvolvimento e produtividade da soja em solo submetido a diferentes níveis de compactação

On the national scene, soybean crop occupies a prominent position in cultivated area and volume production, being cultivated largely in the no tillage system. This system, due to the intense traffic of machines and implements on its surface has caused soil compaction problems, which has caused the yield loss of crops. In order to minimize this effect the seeder-drill uses the systems to opening the furrow by shank or the double disc type. The use of the shank has become commonplace for allowing the disruption of the compacted surface layer, however requires greater energy demand and may cause excessive tillage in areas where there is not observed high levels of compaction. Thus, this study aimed to evaluate the effects of furrowers mechanisms and levels of soil compacting on traction requirement by a seeder-drill and on the growing and productivity of soybean in an Oxisol texture clay, in a two growing seasons. The experimental design consisted of randomized blocks with split plots with the main plots composed of four levels of soil compaction (N0 – no tillage without additional compaction, N1, N2 and N3 – no tillage subjected to compaction through two, four and six passes with tractor, respectively) corresponding to densities of soil 1.16, 1.20, 1.22 and 1.26 g cm-3, and subplots by two furrowers mechanisms (shank and double disc) with four replicates. To evaluate the average, maximum and specific traction force requested by the seeder-drill, was used a load cell, with capacity of 50 kN and sensitivity of 2 mV V-1, coupled between the tractor and seeder-drill, whose data are stored in a datalogger system model CR800 of Campbell Scientific. In addition, were evaluated the bulk density, soil mechanical resistance to penetration, sowing depth, depth and groove width, soil area mobilized, emergence speed index, emergence operation, final plant stand, stem diameter, plant height, average number of seeds per pod, weight of 1,000 seeds, number of pods per plant and crop productivity. Data were subjected to analysis of variance, the mean of furrowers were compared by Tukey test (p≤0.05), while for the factor soil compaction, polynomial regression analysis was adopted, selected models by the criterion of greater R2 and significance (p≤0.05) of equation parameters. Regardless of the crop season, penetration resistance increase as soil compaction levels up to around 0.20 m deep, and bulk density influenced the sowing quality parameters, however, did not affect the crop yield. In the first season, there was a higher productivity with the use of the shank type. In the second crop season, the shank demanded greater energetic requirement with the increase of bulk density and opposite situation with the double disc. The locking of sowing lines allow better performance of the shank to break the compacted layer.

Brote por Salmonella serovar Poona en una guardería

Introducción: se describe un brote de gastroenteritis causada por Salmonella poona en una guardería infantil en la ciudad de Valladolid (España) en los primeros tres meses del año 2011. Objetivos: describir las características epidemiológicas del brote, su relación con un brote supracomunitario declarado en España en 2010 y analizar el mecanismo de transmisión. Métodos: se realizó un estudio descriptivo bidireccional. Partiendo del caso índice, se elaboró una base de datos con la totalidad de niños asistentes a la guardería y se completó con la información recibida de los pediatras y con la información microbiológica. Se calcularon tasas de ataque por aulas y curva epidémica. Resultados: se encontraron 13 casos, de edades comprendidas entre los cinco meses y los cinco años, tres de los cuales fueron asintomáticos. La tasa de ataque global en la guardería fue del 28,2%, no encontrándose diferencias significativas entre las diferentes aulas. Todas las salmonelas aisladas excepto dos fueron enviadas al Centro Nacional de Microbiología (CNM) para su caracterización, identificándose todas ellas como Salmonella poona 13,22:z:1,6, idéntica a la aislada en el brote nacional. Conclusiones: parece evidente que el brote ocurrido en la guardería fue producido por el mismo microorganismo que el que causó el brote supracomunitario y que la fórmula láctea implicada en dicho brote fue el vehículo de transmisión que permitió la introducción del microorganismo en la guardería, propagándose por otras vías entre los alumnos de la misma.

Editorial

Los significativos y rápidos cambios que se operan en la sociedad moderna, producto de la incorporación de la telemática al mundo cotidiano, se registran en documentos, fuentes documentales y herramientas intelectuales. El administrador de la información debe moverse en los ambientes ciberespaciales y proyectar sus esfuerzos hacia la construcción de redes y sistemas, bibliotecas virtuales, consorcios bibliotecológicos y alianzas estratégicas.

Tecnología y Comunicaciones

El cambio permanente que vive el género humano está directamente relacionado con el desarrollo de una sociedad de la información. Se dice hasta la sociedad, “información es poder”, y se promueven nuevas formas de vida, actividades económicas, servicios y negocios ligados a la información. Todos los sectores de la vida contemporánea, finanzas, ocio, salud... educación, se relacionan con la información y ésta –por supuesto- usa las comunicaciones para generalizar el bienestar o el control.La tecnología informática y de las telecomunicaciones camina mucho más aceleradamente que, por ejemplo, la aeronáutica.Quienes pueden oír a muchos sin tener que limitarse a escuchar y leer a los líderes y dueños de las comunicaciones y de la información tradicional, se van haciendo cada vez más libres y también más independientes.

LA SOCIEDAD DE LA INFORMACIÓN Y LA ACCIÓN DEL MULTICULTURALISMO

No se puede hablar de la sociedad del siglo XXI sin relacionarla con el uso de la información y con el acceso social a las telecomunicaciones y la computación para responder a las demandas de los nuevos ciudadanos. En los países de la región latinoamericana, donde el acceso a la información y a las tecnológicas no es fácil, se requiere que esos elementos sean parte de las responsabilidades de los individuos y de los gobiernos para que se conformen las políticas y programas públicos y privados de educación, cultura y ciencia.

PROFESIONALIZACIÓN Y DESARROLLO ACADÉMICO

Una presentación de la actual educación de bibliotecarios en Suecia y de su historia durante el siglo XX.Mi nombre es Kerstin Rydbeck y soy profesora de biblioteconomía y ciencias de la información en la universidad de Uppsala en Suecia. El objetivo de mi conferencia es presentarles a ustedes a grandes rasgos la situación y características de la carrera de biblioteconomía en Suecia, las oportunidades del mercado de trabajo para nuestros egresados y también una visión de futuro desde la perspectiva del profesorado. Yo usaré el termino biblioteconomía que es el usado en España. Aquí quizá ustedes usan bibliotecología.

IMPLICACIONES DE LAS ORGANIZACIONES EN LA ACREDITACIÓN Y CERTIFICACIÓN DE LOS PLANES ACADÉMICOS

Una simple mirada a los debates que se han venido realizando como contribución a la Cumbre Mundial de la ―Sociedad de la Información‖, nos hacen aflorar algunas interrogantes:¿Las Escuelas encargadas de la formación de los recursos humanos de las Ciencias de la Información están preparadas para enfrentar el reto que representa desde el punto de vista de los requerimientos académicos? ¿Cuál es el grado de implicación que tienen las organizaciones de la profesión en las transformaciones y en la certificación de los Planes y Programas académicos, para demandar y emplear a sus egresados?

EL AULA VIRTUAL COMO COMPLEMENTO DEL AULA TRADICIONAL

El propósito de esta ponencia es analizar las potencialidades del uso de los elementos que nos proporciona una aula virtual para mejorar los distintos métodos utilizados en el desarrollo de una aula tradicional.

LA REINVENCIÓN DE LA PRODUCCIÓN EDITORIAL EN LA ERA DIGITAL; DENTRO DEL PROCESO DE GENERACIÓN Y TRANSFERENCIA DEL CONOCIMIENTO

Analiza la producción editorial a la luz de los cambios propuestos por los avances de la tecnología de los sistemas de información y comunicación. Señala impactos de internet en la producción y difusión de contenidos en ambientes y organizaciones de enseñanza e investigación. Enfatiza la responsabilidad compartida de la bibliotecología y ciencias de la información con la industria editorial, en el proceso de transferencia de información y la creación de conocimiento.