Comparative Advertising in the Global Marketplace: The Effects of Cultural Orientation on Communication

This research examined the efficacy of one type of communication strategy, comparative advertising, in communicating product superiority to consumers across different cultures. In individualist cultures such as the United States, comparative advertising that highlights the superiority of the target brand is seen as more effective. However, in collectivist cultures such as Thailand, comparative advertising that highlights the similarity between brands is more likely to be effective. In addition, comparative advertising was more believable for unfamiliar brands in individualist cultures whereas comparison for familiar brands was more believable in collectivist cultures.http://deepblue.lib.umich.edu/bitstream/2027.42/39712/3/wp328.pd

Comparative Advertising in the Global Marketplace: The Effects of Cultural Orientation on Communication

This research examined the efficacy of one type of communication strategy, comparative advertising, in communicating product superiority to consumers across different cultures. In individualist cultures such as the United States, comparative advertising that highlights the superiority of the target brand is seen as more effective. However, in collectivist cultures such as Thailand, comparative advertising that highlights the similarity between brands is more likely to be effective. In addition, comparative advertising was more believable for unfamiliar brands in individualist cultures whereas comparison for familiar brands was more believable in collectivist cultures.

Psnr Based Optimization Applied to Algebraic Reconstruction Technique for Image Reconstruction on a Multi-core System

The present work attempts to reveal a parallel Algebraic Reconstruction Technique (pART) to reduce the computational speed of reconstructing artifact-free images from projections. ART is an iterative algorithm well known to reconstruct artifact-free images with limited number of projections. In this work, a novel idea has been focused on to optimize the number of iterations mandatory based on Peak to Signal Noise Ratio (PSNR) to reconstruct an image. However, it suffers of worst computation speed. Hence, an attempt is made to reduce the computation time by running iterative algorithm on a multi-core parallel environment. The execution times are computed for both serial and parallel implementations of ART using different projection data, and, tabulated for comparison. The experimental results demonstrate that the parallel computing environment provides a source of high computational power leading to obtain reconstructed image instantaneously

A SYSTEMATIC STUDY OF THERMODYNAMIC AND TRANSPORT PROPERTIES OF LAYERED Ca\u3csub\u3en+1\u3c/sub\u3e(Ru\u3csub\u3e1-x\u3c/sub\u3eCr\u3csub\u3ex\u3c/sub\u3e)\u3csub\u3en\u3c/sub\u3eO\u3csub\u3e3n+1\u3c/sub\u3e

Orbital degrees of freedom play vital role in prompting novel phenomena in ruthenium based Ruddlesden-Popper compounds through coupling of orbits to spin and lattice. Physical properties are then particularly susceptible to small perturbations by external magnetic fields and/or slight structural changes. Current study pertains to the impact when a more-extended 4d Ruthenium ion is replaced by a less-extended 3d Chromium ion. Perovskite CaRuO3 (n=∞) is characterized by borderline magnetism and non- Fermi liquid behavior – common occurrences in quantum critical compounds. Remarkably, Cr substitution as low as x=0.05 abruptly drives CaRu1−xCrxO3 from a paramagnetic state to an itinerant ferromagnetic state (MS~0.4μB/f.u.), where TC=123K for x=0.22. The Cr-driven magnetism is highly anisotropic suggesting an important role of spin-orbit coupling. Unlike other chemical substitutions in the compound, Cr does not induce any Metal-Insulator transition that is expected to accompany the magnetic transition. The results indicate a coupling of Ru-4d and Cr-3d electrons that is unexpectedly favorable for itinerant ferromagnetism, which often exists delicately in the ruthenates. Bilayered Ca3Ru2O7 (n=2), an abode of huge anisotropy, exhibits a wide range of physical properties – Colossal Magnetoresistance occurring only when the spin polarized state is avoided, Antiferromagnetic-Metallic (AFM-M) state, Quantum Oscillations (periodic in 1/B and in B) that are highly angular dependent, to mention a few. Experimental results obtained so far provide a coherent picture illustrating that orbital order and its coupling to lattice and spin degrees of freedom drive the exotic electronic and magnetic properties in this Mott-like system. Transport and thermodynamic studies on Ca3(Ru1-xCrx)2O7 (0 ≤ x ≤ 0.20) reveal that AFM-M region is broadened with x that ultimately reaches 70K for x=0.20 (~8K for x=0). In this region, electron transport is enhanced and inhibited when B is applied along crystal’s respective axes, confirming an intrinsic half-metallic behavior. Moreover, the difference in coercivities of Ru and Cr magnetic ions pave way for the first-ever observation of a strong spin-valve effect in bulk material, a quantum phenomenon so far realized only in multilayer thin films or heterostructures. This discovery opens new avenues to understand the underlying physics of spin-valves and fully realize its potential in practical devices

Library Cooperation in India: Present Status and Future Needs

The paper describes the present status of Library Cooperation in India and the plans of the government of India through the NISSAT Programme. On the basis of existing library services in the national and institutional libraries, and in consideration of future developments in technical education and research, an assessment is made of the need for various types of library cooperation in order to adequately meet future requirements. Drawing from the situation in advanced countries a plan is provided for establishing active library cooperation at both national and state levels

Management of preterm severe preeclampsia: interventional versus expectant management

Background: Management of preterm severe preeclampsia is challenging. This study aims to determine the maternal and perinatal outcomes in interventional and expectant management.Methods: This was a prospective study conducted at Institute of obstetrics and gynecology, Chennai over a period of three years. Patients with preterm severe preeclampsia of gestational age 28 weeks to 31 weeks and 6 days who had interventional and expectant management were recruited. Clinical details relevant to maternal, fetal and neonatal outcome were collected and the data were analyzed using IBM.SPSS statistics software 23.0 Version.Results: Termination of pregnancy in the expectant management was done mostly for maternal indications (66%). The mean prolongation of pregnancy in the expectant management was 7.67 days and it was statistically significant. Though maternal complications were slightly higher with the expectant management, but it was not statistically significant. Early neonatal death, perinatal death and mean NICU stay were lower in the expectant management with statistical significance. Mean gestational age at delivery, mean birth weight and neonatal survival rate were statistically significantly higher in the expectant management than the interventional management.Conclusions: Optimizing maternal and perinatal outcome is the key in the management of preterm severe preeclampsia. Expectant management of preterm severe preeclampsia results in a better obstetric outcome and should be done only in well selected patients in a tertiary care centre.