The Tail Wagging the Dog: To What Extent is Marketing Strategy Sacrificed for Creativity?

This study examines the extent to which marketing managers sacrifice strategy for creativity when choosing advertising campaigns. A survey conducted with marketing managers investigated the criteria they apply when choosing between advertising creative suggestions, and the factors that they believe determine advertising campaign success. Criteria for evaluating advertising campaigns were assigned to the three scales of strategy, artistry, and originality with ‘artistry’ and ‘originality’ together comprising the ‘creativity’ component. Success factors related to product uniqueness, competition, the agency-client relationship, media selection, the nature of the market, financial and managerial resources, marketing objectives, message and creativity, and market research: 36 items for the 9 factors. The study confirmed that although marketing managers consider both strategy and creativity important when evaluating advertising campaign suggestions, they value appropriateness over originality. They believe their past successful campaigns were primarily the result of good strategy rather than of superior creativity, and do not admit to having been persuaded to abandon strategy by an agency’s winning creative idea. Whilst younger, more educated but less experienced marketing managers are more influenced by superior creative ideas, more experienced marketing managers are less prone to be swayed by these and are more inclined to adhere to agreed strategy

Emergentism and musicology: an alternative perspective to the understanding of dissonance.

In this paper we develop an approach to musicology within the discussion of emergentism. First of all, we claim that some theories of musicology could be insufficient in describing and explaining musical phenomena when emergent properties are not taken into account. Actually, musicology usually considers just syntactical elements, structures and processes and puts only a little emphasis, if any, over perceptual aspects of human hearing. On the other hand, recent research efforts are currently being directed towards an understanding of the emergent properties of auditory perception, especially in fields such as cognitive science. Such research leads to other views concerning old issues in musicology and could create a fruitful approach, filling the gap between musicology and auditory perception

On the origin of the gravitational quantization: The Titius--Bode Law

Action at distance in Newtonian physics is replaced by finite propagation speeds in classical post--Newtonian physics. As a result, the differential equations of motion in Newtonian physics are replaced by functional differential equations, where the delay associated with the finite propagation speed is taken into account. Newtonian equations of motion, with post--Newtonian corrections, are often used to approximate the functional differential equations. In ``On the origin of quantum mechanics'', preprint, physics/0505181, May 2005, a simple atomic model based on a functional differential equation which reproduces the quantized Bohr atomic model was presented. The unique assumption was that the electrodynamic interaction has finite propagation speed. Are the finite propagation speeds also the origin of the gravitational quantization? In this work a simple gravitational model based on a functional differential equation gives an explanation of the modified Titius--Bode law.Comment: 9 pages, 1 figure in EPS forma

Utilizando a plataforma fazgame no ensino de língua inglesa: primeiras experiências

Anais do II Seminário Seminário Estadual PIBID do Paraná: tecendo saberes / organizado por Dulcyene Maria Ribeiro e Catarina Costa Fernandes — Foz do Iguaçu: Unioeste; Unila, 2014A literatura tem reportado grandes vantagens em se utilizar jogos no ensino de línguas. Neste trabalho, apresentamos os jogos educacionais produzidos por um grupo do Pibid de Letras-Inglês da UEL por meio da plataforma Faz Game bem como analisamos as potencialidades e limitações da plataforma para o ensino de Língua Inglesa. Os resultados apontam que entre os aspectos positivos estão a possibilidade de (a) desenvolver a escrita criativa em Língua Inglesa e propostas interdisciplinares; (b) a aprendizagem de conteúdo significativo que seja de interesse do aluno e (c) oferecer jogo educacional como suporte ao conteúdo estudado na disciplina de LI. Entre as limitações da plataforma, figuram o fato de (a) não haver trilha sonora, (b) possuir poucos cenários, personagens; e pouca jogabilidade (falta de interação e contextos de imersão), (c) não possibilitar o uso de termos essenciais para jogos de transformação social (como por exemplo, o termo gay

Calibração dos níveis críticos de potássio nas folhas de soja de cultivares com tipo de crescimento indeterminado em diferentes estádios de desenvolvimento.

O objetivo do trabalho foi avaliar a concentração de K em amostras de folhas de duas cultivares de soja durante os estádios de desenvolvimento reprodutivo da cultura

Bio-inspired Tensegrity Soft Modular Robots

In this paper, we introduce a design principle to develop novel soft modular robots based on tensegrity structures and inspired by the cytoskeleton of living cells. We describe a novel strategy to realize tensegrity structures using planar manufacturing techniques, such as 3D printing. We use this strategy to develop icosahedron tensegrity structures with programmable variable stiffness that can deform in a three-dimensional space. We also describe a tendon-driven contraction mechanism to actively control the deformation of the tensegrity mod-ules. Finally, we validate the approach in a modular locomotory worm as a proof of concept.Comment: 12 pages, 7 figures, submitted to Living Machine conference 201

A numerical 3D fluid-structure interaction model for blood flow in a MRI-based atherosclerotic artery

Atherosclerosis, as a result of an inflammatory process, is the thickening and loss of elasticity of the walls of arteries that is associated with the formation of atherosclerotic plaques within the arterial intima, which present a double threat. A piece of vulnerable plaque can break off and be carried by the bloodstream until it gets stuck; and plaque that narrows an artery may lead to a thrombus that sticks to the blood vessel’s inner wall. The purpose of the present article is to compare effects across different atheromatous plaque material assumptions on hemodynamics and biomechanics within a partly patient-specific computational domain representing an atherosclerotic artery. A full scale 3D ESI numerical model is implemented and different material hyperelastic assumptions are considered for comparison purposes. The 3D realistic geometry is reconstructed from a medical image. This technique may be useful, specially with the recent advances in computer-aided design (CAD), medical imaging, and 3D printing technologies that have provided a rapid and cost efficient method to generate arterial stenotic biomodels, making in vitro studies a valuable and powerful tool. To understand our results, hemodynamic parameters and structural stress analysis were performed. The results are consistent with previous findings

Apresentação Dermatoscópica e Microscópica Confocal de Melanoma Raro do Mamilo

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On the quark-gluon vertex and quark-ghost kernel: combining lattice simulations with Dyson-Schwinger equations

We investigate the dressed quark-gluon vertex combining two established nonperturbative approaches to QCD: the Dyson-Schwinger equation (DSE) for the quark propagator and lattice-regularized simulations for the quark, gluon and ghost propagators. The vertex is modeled using a generalized Ball-Chiu ansatz parameterized by a single form actor X̃_0 which effectively represents the quark-ghost scattering kernel. The solution space of the DSE inversion for X̃_0 is highly degenerate, which can be dealt with by a numerical regularization scheme. We consider two possibilities: (i) linear regularization and (ii) the Maximum Entropy Method. These two numerical approaches yield compatible X̃_0 functions for the range of momenta where lattice data is available and feature a strong enhancement of the generalized Ball-Chiu vertex for momenta below 1 GeV. Our ansatz for the quark-gluon vertex is then used to solve the quark Dyson-Schwinger equation which yields a mass function in good agreement with lattice simulations and thus provides adequate dynamical chiral symmetry breaking

Poly[[chlorido-(1,10-phenanthroline-κ2N,N′)copper(II)]-μ3-1,1,3,3-tetra-cyano-2-eth-oxy-propenido- κ3N:N′:N′′] : coordination polymer sheets linked into bilayers by hydrogen bonds

The authors acknowledge the Algerian DG–RSDT (Direction Generale de la Recherche Scientifique et du Developpement Technologique) and the Algerian ATRST (Agence Thematique de Recherche en Sciences et Technologie; PNR project) for financial support. ZS thanks Sandra Lebaroud for her help in preparing the manuscript and the Unit of Support for Technical and Scientific Research (UATRS, CNRST) for the X-ray measurements.In the title compound, [Cu(C9H5N4O)Cl(C12H8N2)] n or [Cu(tcnoet)Cl(phen)] n , where phen is 1,10-phenanthroline and tcnoet is 1,1,3,3-tetra-cyano-2-eth- oxy-propenide, the axially elongated (4 + 2) coordination polyhedron around the CuII centre contains N atoms from three different tcnoet ligands. The resulting coordination polymer takes the form of sheets which are linked in pairs by a single C - H⋯N hydrogen bond to form bilayers. The bond lengths provide evidence for significant bond fixation in the phen ligand and extensive electronic delocalization in the tcnoet ligand, where the two -C(CN)2 units are rotated, in conrotatory fashion, out of the plane of the central C3O fragment.Publisher PDFPeer reviewe