From the account manager’s conscience to top-of-mind : account planning in Australia

What began as the “account manager’s conscience” has grown to be top-of-mind in Australian advertising today. Account planning is a hybrid discipline which uses research to bring the consumer voice to the campaign process during strategy generation, creative development and evaluation. In Australia, account planning is subjected to the “Vegemite Factor” where planners are spread too thinly across accounts and much of the market is dominated by freelance researchers and planners. This unique environment has shaped many different perceptions of account planning in Australia. These are compared with an international definition of account planning and the current research. While many basic tenants of the definition are shared by Australian advertising professionals, the difference appears to be in the ongoing nature, team approach and level of commitment. In Australia, account planners seem to be more facilitators of the strategic direction, than directors of it. Instead of exerting a sustained influence across the campaign, most energy appears to be expended at the start of campaign development, rather than extending through to its evaluation.

Infinite push: a new support vector ranking algorithm that directly optimizes accuracy at the absolute top of the list

Ranking problems have become increasingly important in machine learning and data mining in recent years, with applications ranging from information retrieval and recommender systems to computational biology and drug discovery. In this paper, we describe a new ranking algorithm that directly maximizes the number of relevant objects retrieved at the absolute top of the list. The algorithm is a support vector style algorithm, but due to the different objective, it no longer leads to a quadratic programming problem. Instead, the dual optimization problem involves l1, ∞ constraints; we solve this dual problem using the recent l1, ∞ projection method of Quattoni et al (2009). Our algorithm can be viewed as an l∞-norm extreme of the lp-norm based algorithm of Rudin (2009) (albeit in a support vector setting rather than a boosting setting); thus we refer to the algorithm as the ‘Infinite Push’. Experiments on real-world data sets confirm the algorithm’s focus on accuracy at the absolute top of the list.

How design process for the Base of the Pyramid differs from that for the Top of the Pyramid

The base (BOP) and the top (TOP) of the world income pyramid represent the poor people and the people from developed countries, respectively. The design of products for the BOP is an important ingredient of the poverty reduction approach that combines business development with poverty alleviation. However, the current understanding of the design for the BOP is limited. This study, using a protocol analysis, compared design processes for the BOP and TOP markets. The results indicate the difference between the design processes for these markets in terms of the design strategy employed by the designers (i.e. problem driven, solution driven strategy), their requirements handling behaviour, and their information behaviour. (C) 2014 Elsevier Ltd. All rights reserved.

Designing High Performance Factory Automation Applications on Top of DDS

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A low latency optical top of rack switch for data centre networks with minimized processor energy load

We propose a low latency optical data center top of rack switch using recirculation buffering and a hybrid MZ/SOA switch architecture to reduce the network power dissipated on future optically connected server chips by 53%. © OSA 2014.

Hybrid waveguide-plasmon resonances in gold pillar arrays on top of a dielectric waveguide

We propose a hybrid waveguide-plasmon system consisting of gold pillar arrays on top of a dielectric waveguide. The formation of extraordinary transmissions induced by the hybrid waveguide-plasmon resonances is investigated by rigorous coupled-wave analysis. The characteristics of the hybrid resonances can be predicted by introducing the photonic crystal slab theory. Extremely narrow absorption peaks and the electromagnetically induced transparency-like optical property are demonstrated in our hybrid system. (C) 2010 Optical Society of America

Structural studies in the Southern Province, South of Sudbury, Ontario

Rocks correlated with the Hough Lake and Quirke Lake Groups of the Huronian Supergroup form part of a northeasterly trending corridor that separates 1750 Ma granitic intrusive rocks of the Chief Lake batholith from the 1850 Ma mafic intrusive rocks of the Sudbury Igneous Complex. This corridor is dissected by two major structural features; the Murray Fault Zone (MFZ) and the Long Lake Fault (LLF). Detailed structural mapping and microstructural analysis indicates that the LLF, which has juxtaposed Huronian rocks of different deformation style and metamorphism grade, was a more significant plane of dislocation than the MFZ. The sense of displacement along the LLF is high angle reverse in which rocks to the southeast have been raised relative to those in the northwest. South of the LLF Huronian rocks underwent ductile defonnation at amphibolite facies conditions. The strain was constrictional, defined by a triaxial strain ellipsoid in which X > Y > z. Calculations of a regional k value were approximately 1.3. Penetrative ductile defonnation resulted in the development of a preferred crystallographic orientation in quartz as well as the elongation of quartz grains to fonn a regional southeast-northwest trending, subvertical lineation. Similar lithologies north of the LLF underwent dominantly brittle deformation under greenschist facies conditions. Deformation north of the LLF is characterized by the thrusting of structural blocks to form angular discordances in bedding orientation which were previously interpreted as folds. Ductile deformation occurred between 1750 and 1238 Ma and is correlated with a regional period of south over north reverse faulting that effected much of the southern Sudbury region. Post dating the reverse faulting event was a period of sedimentation as a conglomerate unit was deposited on vertically bedded Huronian rocks. Rocks in the study area were intruded by both mafic and felsic dykes. The 1238 Ma mafic dykes appear to have been offset during a period of dextral strike slip displacement along the major fault'). Indirect evidence indicates that this event occurred after the thrusting at 950 to 1100 Ma associated with the Grenvillian Orogeny.

Emoción, publicidad y mercadeo: análisis del concepto Top-of-Heart

Con la llegada de la revolución industrial a mediados del siglo XVIII cambió completamente la relación productor-consumidor; la creciente competitividad, ha incrementado cada vez más la dificultad del productor para poder vender y del consumidor para poder elegir entre tantos productos nuevos y comprar. Las industrias han tenido que desarrollar diferentes estrategias a lo largo del tiempo para llegar al consumidor y persuadirlo; antes se exaltaban los beneficios del producto junto con sus características, lo cual constituye una persuasión cognoscitiva. Si antes se atraía al cliente por medio de razones, en la actualidad se lo conquista por medio de emociones. Conceptos como marketing emocional o publicidad emocional, no son más que el reflejo del creciente protagonismo que las emociones han cobrado en nuestra sociedad. En este contexto, top-of- heart es una medida de impacto de marca a nivel emocional, es el listado de las marcas más queridas, es decir aquellas que son del afecto de las personas. En el presente trabajo se examina la utilización de las emociones en el contexto publicitario, teniendo en cuenta que éstas son un medio que las empresas utilizan para poder alcanzar una posición en el top-of-heart.