Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market

The article analyses the experience of the Russian distribution company of the market of aesthetic medicine in implementing the communication strategy of a new educational product in a turbulent marketing environment. The paper formulates the principles of establishing profitable communication with core audiences, substantiates the choice of marketing communications instruments, as well as the techniques for their combination and the development of advertising material used for achieving synergistic effect from marketing and advertising activities. The authors notice a high value of Integrated marketing communications in the projects of launching new products to the market. The results of the study can be used by marketing specialists to form an effective communication system in small and medium-sized businesses that provides a commercial enterprise with a highly profitable result from advertising campaigns with limited deadlines and budgets

Association between antiarrhythmic, electrophysiological and antioxidative effects of melatonin in ischemia/reperfusion

Melatonin is assumed to confer cardioprotective action via antioxidative properties. We evaluated the association between ventricular tachycardia and/or ventricular fibrillation (VT/VF) incidence, oxidative stress, and myocardial electrophysiological parameters in experimental ischemia/reperfusion under melatonin treatment. Melatonin was given to 28 rats (10 mg/kg/day, orally, for 7 days) and 13 animals received placebo. In the anesthetized animals, coronary occlusion was induced for 5 min followed by reperfusion with recording of unipolar electrograms from ventricular epicardium with a 64-lead array. Effects of melatonin on transmembrane potentials were studied in ventricular preparations of 7 rats in normal and ?ischemic? conditions. Melatonin treatment was associated with lower VT/VF incidence at reperfusion, shorter baseline activation times (ATs), and activation-repolarization intervals and more complete recovery of repolarization times (RTs) at reperfusion (less baseline-reperfusion difference, ΔRT) (p < 0.05). Superoxide dismutase (SOD) activity was higher in the treated animals and associated with ΔRT (p = 0.001), whereas VT/VF incidence was associated with baseline ATs (p = 0.020). In vitro, melatonin led to a more complete restoration of action potential durations and resting membrane potentials at reoxygenation (p < 0.05). Thus, the antioxidative properties of melatonin were associated with its influence on repolarization duration, whereas the melatonin-related antiarrhythmic effect was associated with its oxidative stress-independent action on ventricular activation.Fil: Sedova, Ksenia A.. Czech Technical University In Prague; República ChecaFil: Bernikova, Olesya G.. Ural Branch of Russian Academy of Sciences; RusiaFil: Cuprova, Julia I.. Czech Technical University In Prague; República ChecaFil: Ivanova, Alexandra D.. Lomonosov Moscow State University; RusiaFil: Kutaeva, Galina A.. Pitirim Sorokin Syktyvkar State University; RusiaFil: Pliss, Michael G.. Almazov National Medical Research Centre; RusiaFil: Lopatina, Ekaterina V.. University of Saint Petersburg; RusiaFil: Vaykshnorayte, Marina A.. Ural Branch Of Russian Academy Of Sciences; RusiaFil: Diez, Emiliano Raúl. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Mendoza. Instituto de Medicina y Biología Experimental de Cuyo; Argentina. Universidad Nacional de Cuyo. Facultad de Ciencias Medicas. Instituto de Fisiologia; ArgentinaFil: Azarov, Jan E.. Ural Branch of Russian Academy of Sciences; Rusia. Pitirim Sorokin Syktyvkar State University; Rusi

РЕПОЛЯРИЗАЦИЯ ЭПИКАРДИАЛЬНОЙ ПОВЕРХНОСТИ ЖЕЛУДОЧКОВ СЕРДЦА КРОЛИКА ПРИ ЭКСПЕРИМЕНТАЛЬНОМ САХАРНОМ ДИАБЕТЕ

The purpose of the study was to find out the spatial pattern of ventricular repolarization in diabetes mellitus in heart of rabbits in vivo.Цель работы: исследование реполяризации эпикарда желудочков сердца кролика с индуцированным аллоксаном сахарным диабетом in vivo

[Methodological recommendations for the use of modern biotechnology for assessing the expression of genes associated with the productivity and resistance of poultry to adverse factors] Методические рекомендации по использованию современных биотехнологий для оценки экспрессии генов, связанных с продуктивностью и устойчивостью птицы к неблагоприятным факторам

Improving the foundations of poultry nutrition is the basis for the dynamic development of agriculture in our country. In this regard, there is no doubt about the importance of studying the microbiota inhabiting the gastrointestinal tract of birds, as well as the mechanisms of activation/inactivation of gene expression, in order to improve methods for assessing metabolism and their health status. Thanks to modern methods, it is possible to assess the effectiveness of the additives on the body, develop schemes for the prevention of diseases and produce high quality poultry products without the use of feed antibiotics, which is the basis for a healthy diet for people. The recommendations are intended for specialists and managers of poultry farms, farmers, researchers, teachers and students of agricultural universities as well as students of the advanced training system. Совершенствование основ питания птиц является базой динамичного развития сельского хозяйства в нашей стране. В связи с этим не вызывает сомнений важность изучения микробиоты, населяющей ЖКТ птиц, а также механизмов активации/инактивации экспрессии генов, с целью совершенствования методов для оценки обмена веществ и состояния их здоровья. Благодаря современным методам удается оценить эффективность действия добавок на организм, разработать схемы профилактики заболеваний и производить птицеводческую продукцию высокого качества без применения кормовых антибиотиков, что является основой здорового питания людей. Рекомендации предназначены для специалистов и руководителей птицеводческих хозяйств, фермеров, научных работников, преподавателей и студентов сельскохозяйственных вузов, слушателей системы повышения квалификации