Consumers’ Perceptions of and Responses to Creative Advertising

This study examined the way consumers perceive and respond to creative advertising, advertising that is judged by experts (usually senior practitioners) to be creative, to see if consumers reacted in the way that could reasonably be expected of them. It offers a conceptualisation of creative ads, from the perspective of consumers, with their perceptions as antecedents and responses as outcomes. It starts with a review of the literature on creativity and advertising, the various definitions and dimensions of advertising creativity, and the approaches to measuring it. Consumer responses to advertising are discussed with definitions, importance, and measurements of each response. A research framework is developed, using a structural model that specifies the hypothesised relationships between the advertising creativity dimensions and responses. A quantitative research methodology was employed with an online survey of approximately 300 consumers, to explore whether practitioners’ perceptions of creative ads were congruent with those of consumers. Structural equation modelling was employed for data analysis and it was found that there was incongruency between the perceptions of practitioners and those of consumers. The results showed that ads that were judged to be creative by practitioners were not perceived as such by consumers. Consumers did, however, perceive particular individual dimensions of advertising creativity. Through their perceptions of these dimensions consumers responded to this creative advertising by paying attention to, liking, and, ultimately, engaging with the ads, even though they did not recognise them as creative. The results indicated that creativity as judged by practitioners is of no significance in consumers’ creativity perceptions - it is the particular dimensions of advertising creativity that consumers perceived that gave rise to their responses and engaged them. Unlike practitioners who praise creativity, consumers are neutral towards it whilst at the same time being able to perceive divergent and clever advertisement elements. Practitioners should emphasise these elements in their designs rather than concentrate on what they think might be ‘creative’

Neutrino Masses and the Gluino Axion Model

We extend the recently proposed gluino axion model to include neutrino masses. We discuss how the canonical seesaw model and the Higgs triplet model may be realized in this framework. In the former case, the heavy singlet neutrinos are contained in superfields which do not have any vacuum expectation value, whereas the gluino axion is contained in one which does. We also construct a specific renormalizable model which realizes the mass scale relationship $M_{SUSY} \sim f_a^2/M_U$, where $f_a$ is the axion decay constant and $M_U$ is a large effective mass parameter.Comment: 8 pages, no figur

The CP properties of the lightest Higgs boson with sbottom effects

In the framework of the recently proposed gluino-axion model, using the effective potential method and taking into account the top-stop as well as the bottom-sbottom effects, we discuss the CP--properties of the lightest Higgs boson, in particular its CP--odd composition, which can offer new opportunities at collider searches. It is found that although the CP-odd composition of the lightest Higgs increases slightly with the inclusion of the sbottom effects, it never exceeds %0.17 for all values of the renormalization scale Q ranging from top mass to TeV scaleComment: 24 pp, 12 eps fig

The effect of supersymmetric CP phases on Chargino-Pair Production via Drell-Yan Process at the LHC

We compute the rates for pp annihilation into chargino-pairs via Drell-Yan process taking into account the effects of supersymmetric soft phases, at proton-proton collider. In particular, the phase of the mu parameter gains direct accessibility via the production of dissimilar charginos. The phases of the trilinear soft masses do not have a significant effect on the cross sections.Comment: 24 pages, 7 figure

Non-Gravitating Scalar Field in the FRW Background

We study interacting scalar field theory non-minimally coupled to gravity in the FRW background. We show that for a specific choice of interaction terms, the energy-momentum tensor of the scalar field vanishes, and as a result the scalar field does not gravitate. The naive space dependent solution to equations of motion gives rise to singular field profile. We carefully analyze the energy-momentum tensor for such a solution and show that the singularity of the solution gives a subtle contribution to the energy-momentum tensor. The space dependent solution therefore is not non-gravitating. Our conclusion is applicable to other space-time dependent non-gravitating solutions as well. We study hybrid inflation scenario in this model when purely time dependent non-gravitating field is coupled to another scalar field.Comment: 7 Pages, 2 figures, RevTeX4, v2:added a section on regularized energy-momentum tensor, references and conclusions modifie

Study of burst mode for enhancing the ps-laser cutting performance of lithium-ion battery electrodes

The demand for lithium-ion batteries (LIBs) has increased significantly, leading to an increased focus on high quality production methods. In response to this growing demand, laser technology has been increasingly used for electrode notching and cutting. In addition, the advent of high-power ultrashort lasers equipped with burst mode capabilities represents a promising option for electrode cutting of LIBs. On the other hand, these types of lasers for this purpose are relatively unexplored in the literature. This study investigates the effect of various parameters, including the number of pulses per burst (ranging from 1 to 8), the pulse repetition rate (200.0, 550.3, and 901.0 kHz), and the burst shape (equal pulse peak and increasing pulse peak), on the laser cutting process of aluminum foil, cathode, copper foil, and anode. The results indicate that increasing the number of pulses per burst and the pulse repetition rate improves productivity and quality for all materials, with a more significant effect observed for metal foil than for cathode and anode materials due to the different laser-material interactions for metal foil and active material. The burst shape with equal pulse peaks was found to be a more suitable temporal distribution for cutting all materials compared to an increasing pulse peak distribution. The ablation efficiency was evaluated as a function of the peak fluence of a single pulse within the burst. The results emphasize that higher productivity at higher average power can be achieved by increasing the pulse repetition rate toward the MHz range with moderate pulse energies

Poverty Trends in Turkey

This paper provides new evidence about poverty trends in Turkey between 2003 and 2011 and the factors accounting for them. We give particular attention to issues of statistical inference, and the choice of the poverty line and the poverty measure. Our robust conclusion is that absolute poverty declined rapidly between 2003 and 2008 but fell only slightly between 2008 and 2011. Changes in relative poverty were negligible throughout. Using poverty decomposition methods, we argue that the rate of decline in the absolute poverty rate is largely accounted for by changes in the rate of national economic growth rather than by changes in the income distribution or by changes in the distribution of poverty risks across various subgroups within the population or in population composition

Poverty trends in Turkey

This paper provides new evidence about poverty trends in Turkey between 2003 and 2011 and the factors accounting for them. We give particular attention to issues of statistical inference, and the choice of the poverty line and the poverty measure. Our robust conclusion is that absolute poverty declined rapidly between 2003 and 2008 but fell only slightly between 2008 and 2011. Changes in relative poverty were negligible throughout. Using poverty decomposition methods, we argue that the rate of decline in the absolute poverty rate is largely accounted for by changes in the rate of national economic growth rather than by changes in the income distribution or by changes in the distribution of poverty risks across various subgroups within the population or in population composition

Poverty trends in Turkey

This paper provides new evidence about poverty trends in Turkey between 2003 and 2012 and the factors accounting for them. We give particular attention to issues of statistical inference, and the choice of the poverty line and the poverty measure. Our robust conclusion is that absolute poverty declined rapidly between 2003 and 2008 but fell only slightly between 2008 and 2012. Changes in relative poverty were negligible throughout. Using decomposition methods, we argue that the declines in the absolute poverty rate are largely accounted for by changes in the rate of economic growth rather than by distributional changes or changes in population composition