Advertiser Funded Programming - En ny väg runt mediebruset?

SAMMANFATTNING Uppsatsens titel: AFP – En ny väg runt mediebruset!? Seminariedatum: 2007-01-19 Ämne/kurs: FEK 591 Magisteruppsats, 10 poäng (15 ECTS) Författare: Alexander Högman, Anders Lindén, Christian Nilsson Handledare: Per-Hugo Skärvad Nyckelord: AFP, Framgångsfaktorer, Medieval, Dolt budskap, TV. Syfte: Uppsatsen inledande syfte är att tydliggöra fenomenet AFP i teori och praktik och därigenom skapa en förståelse för hur fenomenet fungerar. Vidare ämnar uppsatsen att kartlägga, beskriva och analysera faktorer som karaktäriserar framgångsrik AFP. Metod: Undersökningens design är utformad för att belysa vilka faktorer som är viktiga för att nå framgång med AFP. En induktiv metod har valts och kvalitativa intervjuer har genomförts, dessa presenteras i fyra olika case. Teoretiska perspektiv: Utgångspunkt har varit olika marknadsföringsteorier som kan förklara, stödja och kritisera de framgångsfaktorer som är grunden för lyckad AFP. Medieval, budskap och varumärkesteorier har varit centrala för att på ett bra sätt kunna analysera den empirin som framkommit i uppsatsen. Empiri: Empirin består av fyra case som vart och ett beskriver en AFP produktion. Data kommer uteslutande ifrån intervjuer med annonsör och produktionsbolag bakom respektive produktion. Slutsatser: För en enskild AFP-satsning råder olika förutsättningar varför en framgångsfaktor kan få en större, mindre eller rentav inte någon betydelse överhuvudtaget för en enskild produktion. Således kan inte framgångsfaktorerna sägas vara allmänt gällande. Däremot blir en slutsats att annonsörer som avser att satsa på AFP med fördel kan ta framgångsfaktorerna i beaktande. Vart efterhand, och baserat på de val annonsören gör, kan en del framgångsfaktorer visa sig särskilt viktiga medan andra får en underordnad betydelse. De framgångsfaktorer som studien har resulterat i är: Sändningstid, programledare, trovärdighet, finansiering, intäktsmodell, långsiktighet, utnyttjande av kringeffekter, stödjande funktioner, underhållningsvärde samt produktionsbolag kontra annonsör. ABSTRACT Title: Advertiser Funded Programming – A new way around the media clutter!? Seminar Date: 2007-01-19 Course: Master thesis in Business Administration, Marketing, 10 Swedish credits (15 ECTS) Authors: Alexander Högman, Anders Lindén, Christian Nilsson Advisor: Per-Hugo Skärvad Key words: AFP, Key success factors, Media choices, Hidden message, TV Purpose: The purpose of this thesis is initially to create an understanding of the AFP phenomena. This is made through using practice and theory to clarify and understand how the phenomenon interacts and affects the different actors. Finally this thesis aim is to map out, describe and analyse factors that characterise successful AFP. Methodology: The research is designed to investigate which factors that are the most important ones to gain success in AFP. An inductive methodology has been chosen and qualitative interviews have been conducted, the results are presented in four different cases. Theoretical perspectives: The theory foundation is based different marketing theories that explain, support and criticize the different key success factors for AFP. Media choice, message and branding theories have been focused on to facilitate the analysis of the thesis’ empirics. Emperical foundation: The empirical material consists of four cases, each describing an AFP production. Data is exclusively based on interviews with representatives from the advertiser and production company behind respective production. Conclusions: Every AFP production has different prerequisites, therefore the key success factors vary in importance cannot be considered universal. One main conclusion is that advertisers should consider the different factors when doing AFP. Gradually, based on the choices made by the advertiser, some key success factors can show to be of greater importance while some will have smaller signifi

BabA-mediated adherence of pediatric ulcerogenic H. pylori strains to gastric mucins at neutral and acidic pH

Funding This work was supported by the Familjen Erling-Perssons Stiftelse;Fundação para a Ciência e a Tecnologia [FCTPTDC/BIM-MEC/1051/2012];Swedish research council [521-2011-2370];Swedish research council [621-2014-4361]; Swedish cancer society;Åke Wibergs ;Ragnar Söderbergs stiftelse;Stiftelserna Wilhelm och Martina Lundgrens;Svenska Forskningsrådet Formas [221-2013-590];Svenska Forskningsrådet Formas [221-2011-1036].Helicobacter pylori infection can result in non-ulcer dyspepsia (NUD), peptic ulcer disease (PUD), adenocarcinoma, and gastric lymphoma. H. pylori reside within the gastric mucus layer, mainly composed of mucins carrying an array of glycan structures that can serve as bacterial adhesion epitopes. The aim of the present study was to characterize the binding ability, adhesion modes, and growth of H. pylori strains from pediatric patients with NUD and PUD to gastric mucins. Our results showed an increased adhesion capacity of pediatric PUD H. pylori strains to human and rhesus monkey gastric mucins compared to the NUD strains both at neutral and acidic pH, regardless if the mucins were positive for Lewis b (Leb), Sialyl-Lewis x (SLex) or LacdiNAc. In addition to babA positive strains being more common among PUD associated strains, H. pylori babA positive strains bound more avidly to gastric mucins than NUD babA positive strains at acidic pH. Binding to Leb was higher among babA positive PUD H. pylori strains compared to NUD strains at neutral, but not acidic, pH. PUD derived babA-knockout mutants had attenuated binding to mucins and Leb at acidic and neutral pH, and to SLex and DNA at acidic pH. The results highlight the role of BabA-mediated adherence of pediatric ulcerogenic H. pylori strains, and points to a role for BabA in adhesion to charged structures at acidic pH, separate from its specific blood group binding activity.publishersversionpublishe

Use of near infrared reflectance spectroscopy to predict nitrogen uptake by winter wheat within fields with high variability in organic matter

In this study, the ability to predict N-uptake in winter wheat crops using NIR-spectroscopy on soil samples was evaluated. Soil samples were taken in unfertilized plots in one winter wheat field during three years (1997-1999) and in another winter wheat field nearby in one year (2000). Soil samples were analyzed for organic C content and their NIR-spectra. N-uptake was measured as total N-content in aboveground plant materials at harvest. Models calibrated to predict N-uptake were internally cross validated and validated across years and across fields. Cross-validated calibrations predicted N-uptake with an average error of 12.1 to 15.4 kg N ha-1. The standard deviation divided by this error (RPD) ranged between 1.9 and 2.5. In comparison, the corresponding calibrations based on organic C alone had an error from 11.7 to 28.2 kg N ha-1 and RPDs from 1.3 to 2.5. In three of four annual calibrations within a field, the NIR-based calibrations worked better than the organic C based calibrations. The prediction of N-uptake across years, but within a field, worked slightly better with an organic C based calibration than with a NIR based one, RPD = 1.9 and 1.7 respectively. Across fields, the corresponding difference was large in favour of the NIR-calibration, RPD = 2.5 for the NIR-calibration and 1.5 for the organic C calibration. It was concluded that NIR-spectroscopy integrates information about organic C with other relevant soil components and therefore has a good potential to predict complex functions of soils such as N-mineralization. A relatively good agreement of spectral relationships to parameters related to the N-mineralization of datasets across the world suggests that more general models can be calibrated