A relevância da comunicação integrada no web marketing: estudo de um caso prático

Dissertação de Mestrado apresentada ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Marketing Digital, sob orientação do Prof. Paulo Alexandre Pires

A importância da comunicação estratégica na alteração de comportamentos na sociedade : o caso Sociedade Ponto Verde

A comunicação estratégica poderá ser entendida como a comunicação alinhada com a estratégia global de uma organização para alcançar o seu posicionamento estratégico. Ou seja, para alcançar o sucesso, uma organização precisa de ter uma comunicação consistente com a sua identidade e, ao mesmo tempo, adequada ao seu público-alvo e ao tipo de sector onde se insere. Só desta forma consegue conquistar a confiança e fidelidade dos consumidores, essenciais para o alcance dos objectivos. Em relação à alteração comportamentos, é essencial que as empresas costruam uma estratégia de comunicação coerente e consistente, adaptando as mensagens e os públicos-alvo escolhidos. Neste âmbito da alteração de comportamentos, estudou-se neste trabalho a Sociedade Ponto Verde (SPV), uma associação portuguesa sem fins lucrativos, que actua no âmbito da gestão e reciclagem de resíduos de embalagens. Procurou estudar-se a evolução da sua comunicação ao longo dos anos e a forma como adaptou as suas mensagens, de forma a conseguir incutir na sociedade portuguesa a importância do comportamento de reciclagem de resíduos. Neste estudo, procedeu-se a uma análise individualizada de cada uma das campanhas de comunicação da SPV e, posteriormente, aplicou-se um inquérito por questionário, para verificar a eficácia das mesmas campanhas perante o público-alvo. A metodologia utilizada neste trabalho consistiu na distribuição de um inquérito por questionário online, que permitiu recolher uma amostra probabilística por conveniência. Em seguida, recolhidos e tratados os dados referentes às 482 respostas recebidas, utilizou-se o programa SPSS (Stastitical Package for the Social Sciences) para analisar, tratar e discutir os resultados obtidos. Estes resultados demonstraram que, de facto, não houve uma grande percentagem de inquiridos que se lembram das campanhas da SPV. Os resultados são positivos e não desmentem a qualidade e coerência das mensagens, mas a verdade é que a percentagem de indivíduos que não se lembra de algumas campanhas chega a ser elevada (em especial nas campanhas iniciais da organização, quando existia falta de uma estratégia coerente). Justifica-se este facto, em parte, pelo excesso de informação e estímulos a que as pessoas estão sujeitas, pelo que a informação que retêm não fica para sempre, acabando por dar lugar a outras informações. Os indivíduos são inconscientemente selectivos com a informação que processam e guardam, pois não seria possível guardar toda a informação que lhes é transmitida. No que diz respeito à comunicação estratégica que visa alterar uma atitude e, posteriormente, um comportamento, conclui-se que, no geral, o comportamento das pessoas inquiridas aparenta ter sido influenciado pela comunicação da SPV, caso contrário, as respostas afirmativas quanto à reciclagem e de concordância com algumas das afirmações teriam sido inferiores. Ou seja, mesmo reconhecendo o carácter um pouco enviesado da amostra (não deverá ser considerada representativa da população portuguesa), é possível dizer que a estratégia de comunicação da SPV (em especial a partir de 2005) foi eficiente. Palavras-

The perceptions of best mentoring practices in an early literacy intervention project: A case study of nine coaches

There is significant national evidence the language development of four year-olds is a critical area for later school success (Brooks-Gunn, Fuligni, & Berlin, 2003; Cunningham, & Stanovich, 1998). This study originated as part of Literacy Intervention X (LIX), a larger national study conducted to examine the effectiveness of early literacy curricula implemented in subsidized childcare centers. The professional development of childcare center providers is key to improving the quality of subsidized care. In exploring the mentoring practices of nine LIX literacy coaches, the researcher investigated the perceptions of what best mentoring practices facilitated the implementation of literacy curricula by childcare providers. A qualitative case study was conducted using a combination of participant observer notes, document analysis, and focus group semi-structured interviews. The researcher is a participant observer, one of the nine Literacy Coaches. The best mentoring practices from the perspective of the literacy coaches are related to building relationships including trust, mutual respect, support, empathy, and encouragement with the childcare providers, the center directors, and with fellow literacy coaches. Clear, constant, and consistent communication with the childcare providers was a vital mentoring practice in building a relationship between the literacy coach and childcare provider. Another best mentoring practice in building a relationship with the childcare provider was the perceptions of the literacy coaches as co-learners in the mentoring process. The best mentoring practices highlighted in this study exemplified the kind of effective professional development that builds on the strengths of the childcare providers and does not disrupt the childcare centers or the services provided by the subsidized childcare programs that meet the needs of children and families. The experience of these nine literacy coaches, including their perceptions of effective mentoring practices, along with lesson learned about relationships, mentoring team structures, and general project design sheds light on the challenge of mentoring subsidized childcare providers in future literacy intervention projects.

Employee group memberships and organisational communication during organisational change

The preset study adopted an intergroup approach to information sharing and communication in three organisational samples during change. In Study 1, employees from a public hospital (N = 142) completed a survey measuring perceptions of organisational communication and strength of identification with the work unit and the organisation as a whole. Consistent with predictions, team members rated communication from double ingroup members (same work unit/same occupational group) more favourably than communication from partial group members (same work unit/different occupational group). Also as predicted, work unit identification was related to favourable ratings of work unit communication across occupational groups, whereas occupational identification was related to favourable ratings of work unit communication within occupational groups. In Study 2, strength of identification with three organisational groups was associated with positive ratings of communication among employees from the same public hospital (N = 189) and a military organisation (N = 2119). Based on these results, intergroup strategies for the management of information sharing and organisational communication during change are discussed.

Communication and health beliefs - Mass and interpersonal influences on perceptions of risk to self and others

This study investigated the impact of media coverage of a health issue (skin cancer) on judgements of risk to self and others and the role of related communication processes. Consistent with predictions derived from the impersonal impact hypothesis, the effects of mass communication were more evident in perceptions of risk to others rather than in perceptions of personal risk. Perceptions of personal risk were more strongly correlated with interpersonal communication. However, as suggested by media system dependency theory, the relationship between mass communication and beliefs was complex. The impact of mass communication on both personal and impersonal perceptions was bound to be moderated by self-reported dependence on mass mediated information. The effect of this two-way interaction 071 perceptions of personal risk was partially mediated through interpersonal communication. Results point to the interdependence of mass and interpersonal communication as sources of social influence and the role of media dependency in shaping media impact.

Communication during brief intervention, intention to change, and outcome.

OBJECTIVES: To explore the relationship between patient's intention to change regarding future alcohol consumption following brief alcohol intervention (BAI) and changes in alcohol consumption 12-months later and the communication characteristics between patient and counselor during BAI. DESIGN, SETTING AND SUBJECTS: Data from 367 patients (experimental arm) of a pragmatic randomized controlled trial were used to assess the effectiveness of BAI among hazardous drinkers attending an Emergency Department (Lausanne University Hospital, Lausanne, Switzerland). Alcohol outcome measures at baseline and 12 months follow-up included usual number of drinks per week, monthly frequency of heavy episodic drinking (5 or more standard drinks for men; 4 or more for women), and the Alcohol Use Disorders Identification Test (AUDIT) score. In addition, the communication characteristics between patient and counselor were analyzed via tape recordings using the Motivational Interviewing Skill Code (MISC) from 97 participants. Patient readiness and importance to change on a 10-point Likert scale (readiness/importance to change ruler) was asked during BAI, and patient intention to change alcohol consumption (yes/no) was asked at the last step. Differences in alcohol outcome at follow-up between the 367 patients who did or did not have an intention to change consumption at baseline were compared, as were differences between these two groups in communication characteristics for the 97 who completed tape recordings. RESULTS: Patients with an intention to decrease alcohol consumption reduced alcohol use and related problems more often, and reported higher levels of importance and readiness to change than did their counterparts. Analyses of MISC-coded data showed a significantly higher use of MI-consistent skills among those with a moderation intention, but no group differences on the 8 other counselor communication skills measures were found. Analyses of patient speech during the intervention indicated that those with an intention to change their alcohol consumption significantly more often self-explored personal ambivalence towards alcohol, expressed more intensely their ability, commitment, desire, need and reason to change their alcohol use than did those in the no decrease group. CONCLUSIONS: The intention expressed by hazardous drinkers when concluding BAI is associated with both patient change talk during BAI and drinking outcome 12 months later, but is mainly independent of counselor communication skills. This intention may be an important clinical indicator of which hazardous drinkers are most likely to improve after BAI.

Une démarche participative pour soutenir la communication graphique de la responsabilité sociale d’une organisation : le cas de l’Institut EDDEC

Les organisations qui s’engagent dans une démarche de responsabilité sociale sont appelées à mieux prendre en considération les impacts environnementaux, sociaux et économiques de leurs activités et à communiquer publiquement les engagements qu’il prennent. Ces engagements sont véhiculés à travers différents médias réalisés par un designer graphique. Comme les notions de responsabilité sociale sont complexes et les engagements uniques à chaque organisation, le designer doit s’assurer de bien comprendre le message à transmettre pour rendre les médias cohérents autant dans leur forme que dans leur contenu. Pour aider le designer à répondre à ce défi, une démarche participative, qui vise la collaboration entre les parties prenantes en amont du processus, a été testée dans le cadre de cette recherche. Elle consistait à observer et à documenter, en contexte de pratique réel, comment une démarche participative pouvait soutenir la communication graphique de la responsabilité sociale d’une organisation. La création de l’identité visuelle et des médias de l’Institut de l’environnement, du développement durable et de l’économie circulaire a été choisi comme cas d’étude. Suivant une méthodologie inspirée de la recherche-action, nous avons pu identifier et valider les freins et les leviers de la démarche avec les participants. Les résultats obtenus soulignent l’apport positif de la démarche au processus de conception. Elle a permis aux parties prenantes de visualiser collectivement les valeurs de RS à communiquer grâce à un partage de connaissances. De plus, le processus itératif et participatif a facilité l’appropriation du projet par l’organisation. Le manque de temps, de ressources humaines et de ressources économiques constituent les principaux freins au maintien de la démarche au-delà de l’étape d’idéation et de rétroaction. L’analyse des données recueillies a permis de formuler des recommandations en vue d’améliorer la démarche pour en favoriser l’usage auprès de la communauté de pratique du design graphique et des organisations qui recourent à ses services pour communiquer leur responsabilité sociale.

Effective communication to improve udder health: can social science help?

Improved udder health requires consistent application of appropriate management practices by those involved in managing dairy herds and the milking process. Designing effective communication requires that we understand why dairy herd managers behave in the way they do and also how the means of communication can be used both to inform and to influence. Social sciences- ranging from economics to anthropology - have been used to shed light on the behaviour of those who manage farm animals. Communication science tells us that influencing behaviour is not simply a question of „getting the message across‟ but of addressing the complex of factors that influence an individual‟s behavioural decisions. A review of recent studies in the animal health literature shows that different social science frameworks and methodologies offer complementary insights into livestock managers‟ behaviour but that the diversity of conceptual and methodological frameworks presents a challenge for animal health practitioners and policy makers who seek to make sense of the findings – and for researchers looking for helpful starting points. Data from a recent study in England illustrate the potential of „home-made‟ conceptual frameworks to help unravel the complexity of farmer behaviour. At the same time, though, the data indicate the difficulties facing those designing communication strategies in a context where farmers believe strongly that they are already doing all they can reasonably be expected to do to minimise animal health risks.

Maximising concurrency and scalability in a consistent, causal, distributed virtual reality system, whilst minimising the effect of network delays

The development of large scale virtual reality and simulation systems have been mostly driven by the DIS and HLA standards community. A number of issues are coming to light about the applicability of these standards, in their present state, to the support of general multi-user VR systems. This paper pinpoints four issues that must be readdressed before large scale virtual reality systems become accessible to a larger commercial and public domain: a reduction in the effects of network delays; scalable causal event delivery; update control; and scalable reliable communication. Each of these issues is tackled through a common theme of combining wall clock and causal time-related entity behaviour, knowledge of network delays and prediction of entity behaviour, that together overcome many of the effects of network delay.

Maximising concurrency and scalability in a consistent, causal, distributed virtual reality system, whilst minimising the effect of network delays

The development of large scale virtual reality and simulation systems have been mostly driven by the DIS and HLA standards community. A number of issues are coming to light about the applicability of these standards, in their present state, to the support of general multi-user VR systems. This paper pinpoints four issues that must be readdressed before large scale virtual reality systems become accessible to a larger commercial and public domain: a reduction in the effects of network delays; scalable causal event delivery; update control; and scalable reliable communication. Each of these issues is tackled through a common theme of combining wall clock and causal time-related entity behaviour, knowledge of network delays and prediction of entity behaviour, that together overcome many of the effects of network delays.

Conditional reasoning: A key to assessing computer-based knowledge-building communication processes

This article describes a methodological approach to conditional reasoning in online asynchronous learning environments such as Virtual-U VGroups, developed by SFU, BC, Canada, consistent with the notion of meaning implication: If part of a meaning C is embedded in B and a part of a meaning B is embedded in A, then A implies C in terms of meaning [Piaget 91]. A new transcript analysis technique was developed to assess the flows of conditional meaning implications and to identify the occurrence of hypotheses and connections among them in two human science graduate mixed-mode online courses offered in the summer/spring session of 1997 by SFU. Flows of conditional meaning implications were confronted with Virtual-U VGroups threads and results of the two courses were compared. Findings suggest that Virtual-U VGroups is a knowledge-building environment although the tree-like Virtual-U VGroups threads should be transformed into neuronal-like threads. Findings also suggest that formulating hypotheses together triggers a collaboratively problem-solving process that scaffolds knowledge-building in asynchronous learning environments: A pedagogical technique and an built-in tool for formulating hypotheses together are proposed. © Springer Pub. Co.

Spanish-English Codeswitching in Email Communication

While spoken codeswitching (CS) among Latinos has received significant scholarly attention, few studies have examined written CS, specifically naturally-occurring CS in email. This study contributes to an under-studied area of Latino linguistic practices by reporting the results of a study of CS in the emails of five Spanish-English bilingual Latinos. Methods are employed that are not often used in discourse analysis of email texts, namely multi-dimensional scaling and tree diagrams, to explore the contextual parameters of written Spanish-English CS systematically. Consistent with the findings of other studies of CS in CMC, English use was most associated with professional or formal contacts, and use of Spanish, the participants’ native language, was linked to intimacy, informality, and group identification. Switches to Spanish functioned to personalize otherwise transactional or work-related English-dominant emails. The article also discusses novel orthographic and linguistic forms specific to the CMC context.

Informative State-Based Video Communication

We study state-based video communication where a client simultaneously informs the server about the presence status of various packets in its buffer. In sender-driven transmission, the client periodically sends to the server a single acknowledgement packet that provides information about all packets that have arrived at the client by the time the acknowledgment is sent. In receiver-driven streaming, the client periodically sends to the server a single request packet that comprises a transmission schedule for sending missing data to the client over a horizon of time. We develop a comprehensive optimization framework that enables computing packet transmission decisions that maximize the end-to-end video quality for the given bandwidth resources, in both prospective scenarios. The core step of the optimization comprises computing the probability that a single packet will be communicated in error as a function of the expected transmission redundancy (or cost) used to communicate the packet. Through comprehensive simulation experiments, we carefully examine the performance advances that our framework enables relative to state-of-the-art scheduling systems that employ regular acknowledgement or request packets. Consistent gains in video quality of up to 2B are demonstrated across a variety of content types. We show that there is a direct analogy between the error-cost efficiency of streaming a single packet and the overall rate-distortion performance of streaming the whole content. In the case of sender-driven transmission, we develop an effective modeling approach that accurately characterizes the end-to-end performance as a function of the packet loss rate on the backward channel and the source encoding characteristics.

Bail-in Provisions in State Aid and Resolution Procedures: Are they consistent with systemic stability? CEPS Policy Brief No. 318, 21 May 2014

This CEPS Policy Brief examines the provisions for bail-in in the European Union – that is, the principle whereby any public measure to recapitalise a bank with insufficient prudential capital must be preceded by a write-down or conversion into equity of creditors’ claims – in state aid policies and in the new resolution framework for failing banks, with two aims: i) to assess whether and how they are coordinated and ii) more importantly, whether they address satisfactorily the question of systemic stability that may arise when investors fear that creditors’ claims are likely to be bailed-in in a bank crisis. The issue is especially relevant in the present context, as the comprehensive assessment exercise underway for EU banks falling under the direct supervision of the European Central Bank may lead supervisors to require substantial capital injections simultaneously for many of the banks involved, possibly shaking investors’ confidence across EU banking markets. The authors conclude that the two sets of rules are, broadly speaking, mutually consistent and that they already contain sufficient safeguards to address systemic stability concerns. However, the balance of the elements underpinning the European Commission’s decisions in individual cases may not be clear to bank creditors and potential investors in financial markets. The impression of unneeded rigidity on this very sensitive issue has been heightened by official statements over-emphasising that each case will be assessed individually under competition rules, thus feeding the concern that the systemic dimension of the issue may have been underestimated. Therefore, further clarification by the Commission may be needed on how the various criteria will be applied during the ongoing transition to banking union – perhaps through a new communication completing the state aid framework for banks in view of the adoption of the new resolution rules.

Gene expression in profiling in individual cases reveals consistent transcriptional changes in alcoholic human brain

Chronic alcohol exposure induces lasting behavioral changes, tolerance, and dependence. This results, at least partially, from neural adaptations at a cellular level. Previous genome-wide gene expression studies using pooled human brain samples showed that alcohol abuse causes widespread changes in the pattern of gene expression in the frontal and motor cortices of human brain. Because these studies used pooled samples, they could not determine variability between different individuals. In the present study, we profiled gene expression levels of 14 postmortem human brains (seven controls and seven alcoholic cases) using cDNA microarrays (46 448 clones per array). Both frontal cortex and motor cortex brain regions were studied. The list of genes differentially expressed confirms and extends previous studies of alcohol responsive genes. Genes identified as differentially expressed in two brain regions fell generally into similar functional groups, including metabolism, immune response, cell survival, cell communication, signal transduction and energy production. Importantly, hierarchical clustering of differentially expressed genes accurately distinguished between control and alcoholic cases, particularly in the frontal cortex.