Can Inoculation Withstand Multiple Attacks?: An Examination of the Effectiveness of the Inoculation Strategy Compared to the Supportive and Restoration Strategies

This investigation introduced multiple competitive attacks in order to assess the effectiveness of inoculation treatments in protecting established attitudes in a natural setting. A four-phase experiment was conducted involving 433 participants. The results revealed that the effectiveness of refutational inoculation messages dissipated some in the face of an additional attack. Still, refutational inoculation messages proved to be more effective than supportive, restoration, and control (no message) conditions in protecting established attitudes in the face of multiple attacks. The content of an additional attack (the same as the first attack or different) did not affect the capacity of inoculation refutational messages to confer resistance to competitive attacks.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

Unconscious advertising effects

Most traditional advertising effect models are based on the premise that advertising is attended to and processed consciously. However, recent neuroscientific research shows that most information is unconsciously attended to, processed, and stored in memory. The concept of unconscious processing is very interesting for an advertising landscape that is challenged by a growing amount of messages being sent and the declining consumer attention rates

Oxygen free radicals and congestive heart failure.

Plasma lipid peroxides (malondialdehyde) and thiols were measured in 45 patients with congestive heart failure and 45 controls. Malondialdehyde concentrations were significantly higher in the patients with congestive heart failure (median 9.0 nmol/ml interquartile range (IQR) 7.9-10.2) than in the controls (median 7.7 nmol/ml (IQR 6.9-9.2)). Plasma thiols were significantly lower in congestive heart failure (median 420 mumol/l (IQR 379-480)) than in the controls (median 463 mumol/l (IQR 445-525)). There was a significant but weak negative correlation between malondialdehyde and left ventricular ejection fraction (r = -0.35) and a positive correlation between plasma thiols and left ventricular ejection fraction (r = 0.39). This study provides clinical support for experimental data indicating that free radicals may be important in heart failure. It also suggests that the degree of free radical production may be linked to the severity of the disease

IMC: Has anything really changed? A new perspective on an old definition

Integrated marketing communication (IMC) has emerged as a new concept in marketing in the 21st century. IMC is mostly thought of, taught and written about as simply the integration of advertising and promotional activities. However, this paper proposes IMC as a broader concept. It is more than a process or activity within an organisation: it is a system of belief or engagement, embedded in an organisation's culture, underpinned by communication and driven by technology and senior management. We identify seven major tenets of the integrated view of marketing communication within the IMC literature, and argue that early marketing concepts of the 20th century are no longer valid. IMC can be seen as a new paradigm in marketing, equipped with central concepts that apply to many business environments