Understanding the Effect of Television Advertising on Women's Attitudes and Purchase Intentions Towards Beer: A Study of Three Major Brands.

Abstract Purpose of Paper: The market for beer in the UK is now mature and sales have been stable at around £16bn for about ten years (Mintel 2014). More recently, there have been changes in the market as consumers have switched from bigger mainstream brands to a growing number of smaller craft beers. However, in order to grow further significantly, the industry needs to explore new market segments and find new consumers for beer. So far, it is estimated that only 1.3m women in the UK drink beer (O'Reilly, 2014; Mail Online, 2015). Women are therefore an underexplored segment and present the main growth opportunity for beer drinking in the UK. However, most beer television advertising has traditionally been aimed at the male audience and there have been suggestions that some of this advertising has been seen as unpopular with or even insulting to women (Jackson, 2013; Zwarun et al., 2006). The Chief Executive of major brewer SAB Miller, which owns the Foster's brand, has recently written that, 'We have to acknowledge that core lager advertising, for many years, was either dismissive of, or insulting to, women.' (Shubber, 2015). If women are to be the new consumers and the future target for beer advertising, there is therefore a significant gap in the knowledge and literature concerned with how women differ from men in responding to the television advertising produced by beer brands and it is important that this gap in knowledge is addressed. The purpose of this paper is therefore to explore the effect of the television advertising of the three top selling UK beer brands on women's attitudes and purchase intentions towards those brands. More specifically, the objectives are: 1) To gain an understanding of how female consumers respond to existing beer television advertising, specifically in terms of the ‘likeability’ of the content of TV commercials produced by the three leading UK beer brands among female consumers. 2) To examine the effect of the rational and emotional content, including the use of humour, in television commercials produced by the three leading UK beer brands on the attitudes of female consumers towards those brands. 3) To explore in-depth female consumer attitudes towards the content (message cues and symbolism) of the television commercials produced by the three leading beer brands in the UK and their effect on subsequent purchase intentions for each brand

Caracterização da composição química e compostos fenólicos do pinhão.

Editores técnicos: Marcílio José Thomazini, Elenice Fritzsons, Patrícia Raquel Silva, Guilherme Schnell e Schuhli, Denise Jeton Cardoso, Luziane Franciscon. EVINCI. Resumos

Desenvolvimento de biscoito tipo grissini com farinha do resíduo da pupunheira.

Editores técnicos: Marcílio José Thomazini, Elenice Fritzsons, Patrícia Raquel Silva, Guilherme Schnell e Schuhli, Denise Jeton Cardoso, Luziane Franciscon. EVINCI. Resumos

Optical Properties of Crystals with Spatial Dispersion: Josephson Plasma Resonance in Layered Superconductors

We derive the transmission coefficient, $T(\omega)$, for grazing incidence of crystals with spatial dispersion accounting for the excitation of multiple modes with different wave vectors ${\bf k}$ for a given frequency $\omega$. The generalization of the Fresnel formulas contains the refraction indices of these modes as determined by the dielectric function $\epsilon(\omega,{\bf k})$. Near frequencies $\omega_e$, where the group velocity vanishes, $T(\omega)$ depends also on an additional parameter determined by the crystal microstructure. The transmission $T$ is significantly suppressed, if one of the excited modes is decaying into the crystal. We derive these features microscopically for the Josephson plasma resonance in layered superconductors.Comment: 4 pages, 2 figures, epl.cls style file, minor change

Field Dependence of the Josephson Plasma Resonance in Layered Superconductors with Alternating Junctions

The Josephson plasma resonance in layered superconductors with alternating critical current densities is investigated in a low perpendicular magnetic field. In the vortex solid phase the current densities and the squared bare plasma frequencies decrease linearly with the magnetic field. Taking into account the coupling due to charge fluctuations on the layers, we extract from recent optical data for SmLa_{1-x} Sr_x CuO_{4-delta} the Josephson penetration length lambda_{ab} approximately 1100 A parallel to the layers at T=10 K.Comment: 5 pages, 6 eps-figures, final version with minor misprints correcte

Efeito do método de concentração enzimática sobre celulases produzidas por macrofungos em FES.

Resumo

Obtenção e caracterização de farinha de endosperma e de casca de pinhão para fins alimentícios.

Editores técnicos: Marcílio José Thomazini, Elenice Fritzsons, Patrícia Raquel Silva, Guilherme Schnell e Schuhli, Denise Jeton Cardoso, Luziane Franciscon. EVINCI. Resumos