DIFFERENTIAL EFFECT OF NATIONAL VS. REGIONAL CELEBRITIES ON CONSUMER ATTITUDES

The present study explores the differential effects of having a National/Regional celebrity in an advertisement/ endorsement. More specifically the study intends to find out whether a National celebrity would have a more favorable impact on consumer attitudes than a Regional celebrity when endorsing the same product. Experimental design was used as the research methodology. A 3 (National Celebrity/Regional Celebrity/No Celebrity) X 2 (High/Low Involvement Product) design was conducted on student sample. The experiment was conducted on a total of 240 respondents with fictitious ads as stimuli. National celebrities were found to create more favorable consumer attitudes than regional celebrities. However, the National celebrity was also found to create a more favorable consumer attitude given the product was low involvement. It was interesting to find that the no celebrity treatment created more favorable consumer attitudes than regional celebrity condition. The study suggested that celebrity endorsements were useful but the nature of the product also has an influence on the success. One limitation was the restriction to print advertisements and another was restriction to celebrity of only one region. A major implication for the manager is that it is always better to use a National celebrity than a regional one. However, for high involvement products, celebrity endorsement need not be the only success factor. The contribution of the study is in an area which is well researched but addressing a research question which has not been investigated before.Celebrity endorsement, Consumer Attitudes, Experimental Design, Regional celebrity.

An Integrated Approach For Energy Efficient Routing Over Ad-Hoc Network Using Soft Computing

In the past few years, wireless communication has grown rapidly. Through these greatest feature is provided by the network without wires. Handheld devices and any user can take their place. They benefit from a small device, the long-lasting battery. The new communication standard for high-bandwidth services. For communication, the fixed network infrastructure through such is not necessary. These self-organizing network (Ad hoc networks) has received a massive interest in recent times. The most common application of wireless networks is set standard for mobile communications (GSM) and wireless local area network (WLAN). Node is not arranged in any particular manner in such a network. Therefore, in order to ensure communication between the nodes, a number of routing protocols have been developed for such a network. In this proposed system we design the network on adoc network those have some node and we will use the artificial neural network for the training and testing the network. In this system we will give the input neuron value and set a bias value for the purpose of training of network to improve the efficiency of network. After the number of training session in network we get the less energy consumption in that particular network. The objective of this paper work, the process of the minimum number of hops through the use of physical layer information instead of the default distance vector algorithm proposed amendments after AODV routing protocol version based routing discovery

Comparative study of anti-mutated citrullinated vimentin, anti-cyclic citrullinated peptides, and rheumatoid factor predictability in the diagnosis of rheumatoid arthritis

Background: Rheumatoid arthritis (RA) is characterized by synovial joint inflammation, which often leads to progressive joint destruction and disability. Several other auto-antibodies specific to RA have been found .Among them, antibodies against cyclic citrullinated peptides (CCP) are useful for diagnosing RA. Antibodies to mutated citrullinated vimentin (MCV) were described recently in RA. The aim of this study was to determine the diagnostic values of ACCP compared to anti-MCV and Rheumatoid Factor in rheumatoid arthritis patients.Methods: This study included 92 patients with Rheumatoid arthritis (RA) and 35 matching healthy controls. Blood samples were obtained from patients and controls for Erythrocyte Sedimentation Rate (ESR), C Reactive Protein (CRP), Rheumatoid factor (RF). Anti-CCP2 and anti-MCV were determined using ELISA technique.Results: RA group was significantly higher than control group as regard ESR, CRP, RF, Anti-CCP, and Anti- MCV.Conclusion: It was concluded, compared to ACCP, anti-MCV has approximately the same accuracy for the diagnosis of rheumatoid arthritis but higher than Rheumatoid Factor.Level of Evidence: Level II, prospective study, as per guidelines for authors.

Metabolic syndrome in patients with chronic plaque psoriatic disease: a case-control study from western Uttar Pradesh, India

Background: Various studies on psoriasis and metabolic syndrome have shown a large variation in their results. An increasing frequency is imposing a substantial burden on the overall health of psoriasis patients that needs to be appropriately foreseen and addressed. Aim of this study was to study various aspects of metabolic syndrome in patients with chronic plaque psoriatic disease in northern Indian region.Methods: A cohort of patients registering for treatment of chronic plaque psoriasis at Dermatology outpatients’ department formed the study population. Detailed history was captured. General physical examination was carried out. A thorough cutaneous examination was undertaken which captured details on type, distribution and arrangement of primary lesions and secondary changes in patients. After overnight fasting, venous blood samples were collected from the subjects and were analysed for serum glucose, triglyceride and HDL-cholesterol. Results: Metabolic syndrome in psoriasis was associated with higher age. Gender wise male preponderance was observed. Among the psoriasis cases, 64% had metabolic syndrome whereas among the control subjects 48% had the condition (p-value 0.158). The mean for serum triglyceride level for psoriasis patients (159.42 mg/dL) was higher than controls (144.25 mg/dL). Forty six percent of cases fulfilled elevated triglycerides ≥150 mg/dl as a criterion of metabolic syndrome, compared to 40% of controls. Conclusions: We observed a higher frequency of metabolic syndrome among psoriasis cases in a northern Indian population. An association of dyslipidemia with psoriasis was also noted. Routine screening of the condition to facilitate early diagnosis and treatment should be undertaken

Facility Planning and Associated Problems: A Survey

In this study, we have classified and reviewed different types of problems which are related to facility planning and layout design for different types of manufacturing processes. The main problems which are related to location of  facilities which also affects the system performance  such as distribution of man, material and machine in a plant or a factory and their optimization technique while using of mathematical models, their solutions and application related to whole problems is presented. For solving this type of problems, intelligent techniques such as expert systems, fuzzy logic and neutral networks have been used. In this paper the recent analysis on facility layout is incorporated and facility layout problem is surveyed. Many intelligent techniques and conventional algorithms for solving FLP are presented. In our discussion different research direction, general remarks and tendencies have been mentioned Keywords—Facility Planning, Material handling Optimization metho

High throughput accelerator interface framework for a linear time-multiplexed FPGA overlay

Coarse-grained FPGA overlays improve design productivity through software-like programmability and fast compilation. However, the effectiveness of overlays as accelerators is dependent on suitable interface and programming integration into a typically processor-based computing system, an aspect which has often been neglected in evaluations of overlays. We explore the integration of a time-multiplexed FPGA overlay over a server-class PCI Express interface. We show how this integration can be optimised to maximise performance, and evaluate the area overhead. We also propose a user-friendly programming model for such an overlay accelerator system

Clinico-pathological study of skin appendageal tumours from northern India

Background: The skin appendageal tumours (ATs) encompass a wide variety of tumours clinically presenting as papules and nodules and with histologically distinct features. Early recognition of skin adnexal tumours is very important aspect as far as patient management and prognosis is concerned. The main of the study was to analyse and ascertain clinico-pathological study of skin appendageal tumours in a tertiary care centre.Methods: Retrospective cohort of patients with confirmed diagnosis of AT during 1st January 2013 to 31st December 2015 formed the study population. Study tools were records of the patients such as information from MRD (Medical Record Department) and records from histopathological section i.e. histopathological requisition forms and clinical case sheets. Cases clinically diagnosed as appendageal tumours, but not histologically, were excluded from the study. Results: Finally a total of 48 cases were included in this study. Mean age of onset was 22.7±6.4 years and the duration of complaints 5.34 ± 4.5 years. Benign follicular, benign eccrine, benign sebaceous and benign apocrine tumours were observed to be 48.89%, 42.22%, 2.22% and 6.67% respectively. Regarding distribution of benign and malignant tumours, among the all types of skin appendageal tumours diagnosed, 93.75% (N=45) were benign and 6.25% (N=3) were malignant. Pilomatricoma (54.54%), eccrine acrospiroma (26.31%) and syringocystadenoma papilliferum (67%) were observed as most commonly distributed histopathological types of diagnosed benign follicular, benign eccrine and benign apocrine tumours. Number of benign skin appendageal tumours was found maximum (n=25) in the age group of 26-50 years in both the sexes whereas malignant skin appendageal tumours were observed only (n=3) in the age group of 51-75 years in both the sexes.Conclusions: Findings of this study can be utilized to suspect type of AT thus helping in diagnosis. Profile, pattern and clinical appearance can serve as vital clue though histological confirmation is mandatory to confirm